CONSUMER PREFERENCE

CON SUMER ATTITUDE TOWARDS BIRLA SHAKTI CEMEN
“CONSUMER ATTITUDE TOWARDS “BIRLA

SHAKTI” CEMENT”,
With Special Reference of “Rohini Traders”, Shivamogga
CONTENTS
Chapter 1
INTRODUCTION
 Introduction
 Objectives of the study
 Scope of study
 Research Methodology
 Limitations
Chapter II
PRODUCT PROFILE
 History of the product
 Technical consumer service cell
 Marketing and policies of the firm
Chapter III
COMPANY PROFILE
 Heritage of the company
 Cement plants of BCL
 Cement plants of BCL
 Branch profile
Chapter IV
COMPETITORS PROFILE
 Awards
 Conclusion
 Competitors logo
Chapter V
DATA ANALYSIS AND INTERPRETATION
Chapter VI
SUGGESTIONS AND CONCLUSION
ATNCC, SHIVAMOGGA Page 1

 QUESTIONNAIRE
 BIBLIOGRAPHY

Chapter I
INTRODUCTION
 Introduction
 Objective
 Scope of study
 Research Methodology
 Limitations

INTRODUCTION
In today's scenario, Human capital is acknowledged as one of the most potent
sources in contributing directly and significantly in the growth of any organization.
This project attempts to explore the most effective "Marketing Policies and Practices"
for smoothly achieving organizational objective.
It was a research conducted to get the feedback of the Dealers and customers
from different aspects about the existing performance system of different units in the
organization.
The main research objective was to understand the relevance of wide variety
of methods and techniques that can be explored towards performance of the organizational
goal. In today's competitive world every organization is geared towards maximum return
with minimum investment. Marketing plays a vital role towards planning & controlling
cost effective manpower support.
Canalizing human energies in a predetermined desirable direction are not
possible unless harmonious relations are maintained among team members involved
in business development. The way adopted by companies to manage grievances and
stress and thereby motivating the employees and reducing employee turnover were
studied through the project.
OBJECTIVE
To analyze the market of Birla cement in Shimoga region.
1. To identify the leading company.
2. To identify best promotional method.
3. To study dealer's satisfaction about Birla product.
4. To know current position of Shimoga market.
1.To know about the effectiveness about distribution channels.
2.To know about heavy users of cement in Shimoga.
3.To collect the suggestion of retailers and dealers for Improvement of Birla policies.

SCOPE OF STUDY
Research was limited for the certain parts of India only. The areas that were visited were
as follows:
 Nashik
 Wardha
 Bhiwandi
 Raipur
 Revdanda
 Pren
Research emphasis was only on finding customers priority on purchasing their products
for Vikram Ispat products and other competitive products. It includes finding position of
Vikram Ispat products in respect to other competitors. And necessity to formulate
marketing mix of the company if any.
RESEARCH METHODOLOGY
It's imperative that any type of organization in the present environment needs
systematic supply of information coupled with tool of analysis of for making sound
decision which involves minimum risk. A research design is purely and simply the
framework or plan for a study that guides the collection and analysis of the data.
METHODS OF DATA COLLECTION

 Through interaction with retailers.
 Through questionnaires filled from the consumer and retailers.

SAMPLE DESIGN
Considering the constraints, it was decided to conduct the study based on sample
size of 50 respondents. The selection was made through combined approach of random
sampling and convenient sampling. Scientific method was not adopted in this study
because of financial constraints and also because of lack of time, also the basic aim of
doing the research was academic, hence most convenient way was selected.
TOOLS USED FOR DATA COLLECTION

While understanding a study if their nature it is necessary that the required
information to be collected through the sampling survey.
PRIMARY DATA
The primary data refers to data that is collected a fresh and recorded for the
first time. Primary data are those data that is collected by researcher. It thus happens
to be original in its nature. The various methods of collecting primary data are
through performing interview, through questionnaire, observation and through direct
communication with the respondents but the basic manner of primary data collection
is survey method.
QUESTIONNAIRE
One of the tools to collect primary data is questionnaire. 23 questions were
prepared to collect the data. The questions were framed carefully and logically taking
into the consideration of all the factors in the interest of the subscribers. Effectors
were made through questionnaire to know the present market mobile users. The
essence of their questionnaire is explained to the respondents and sufficient time is
given to reach respondents to answer the questionnaire.

SECONDARY DATA
Secondary data refers to those data that has been collected and analyzed by
someone else. In other words secondary data is the information that already exists
some where having been collected for another purpose. In this study secondary data was
collected for another purpose. In this study secondary data was collected from various
sources, such as
 Internet
 References from libraries
 Company brochures
 Business magazines
 Business dailies
 Company's annual report
FIELD WORK
The filed work has been carried out in Shimoga town, only to collect primary
data. The response was encouraging as far as the customers were concerned. The
respondents were selected from different types of occupation.
LIMITATIONS
 The study is based on the perception, ideas and preferences of the respondent, which
are complex in nature and depend upon subjectivity of the individual.
 The study has serious limitations of resources like time and cost.
 The study is restricted to Shimoga town only.
 The answers given by the respondents were sometimes biased.
 The sample size is restricted to 50 due to constraints like time, cost, and availability of
customers.

Chapter II
PRODUCT PROFILE
 History of the product

 Technical consumer service cell
 Marketing and policies of the firm

PRODUCT PROFILE
Product range of Birla Corporation Limited in cement sector includes three main
types that are Ordinary Portland cement Ordinary Portland cement is the most commonly
used cement for a wide range of applications. These applications cover dry-lean mixes,
general-purpose ready-mixes, and even high strength pre-cast and pre-stressed concrete.
PORTLAND BLAST FURNACE SLAG CEMENT

Portland blast-furnace slag cement contains up to 70 per cent of finely ground
Granulated blast-furnace slag, a nonmetallic product consisting essentially of silicates and
alumina-silicates of calcium. Slag brings with it the advantage of the energy invested in
the slag making. Grinding slag for cement replacement takes only 25 percent of the energy
needed to manufacture Portland cement. Using slag cement to replace a portion of
Portland cement in a concrete mixture is a useful method to make concrete better and
more consistent. Portland blast-furnace slag cement has a lighter color, better concrete
workability, easier finish ability, higher compressive and flexural strength, lower
permeability, improved resistance to aggressive chemicals and more consistent plastic
and hardened consistency.
PORTLAND POZZOLANA CEMENT

Portland pozzolana cement is ordinary Portland cement blended with pozzolanic
materials (power-station fly ash, burnt clays, ash from burnt plant material or siliceous
earths), either together or separately. Portland clinker is ground with gypsum and
pozzolanic materials which, though they do not have cementing properties in themselves,
combine chemically with Portland cement in the presence of water to form extra strong
cementing material which resists wet cracking, thermal cracking and has a high degree of
cohesion and workability in concrete and mortar.

The Product and Brand names are as follows

Units Products Brand Name
Birla cement works OPC-43G,55G,PPC Birla Cement Chetek
Chanderia Cement work Birla Cement Samrat
Shimoga Cement Works PPC & OPC(43 Gr.) Birla Cement Smart Birla
Birla Vikas Cement Cement Khajuraho
Raebareli Grinding Unit Portland Pozzolana Cement Birla Cement
(PPC) Birla Premium Cement
Durgapur Cement Works Portland Slag Cement (PSC) Birla Cement
Birla Premium Cement
Durga Hi-tech Cement Portland Pozzolana Cement Birla Cement Samrat
(PPC)
SPECIAL FEATURES BIRLA CEMENT SMART

 Low heat of hydration which prevent cracks in concrete.
 Prevent iron from corrosion due to low chloride contain.
 Resistance against water leakage.
 Ability to handle high pressure.
 Low setting time & need less water for it.
 Long life due to low magnesium and tricalcium aluminates.
PROMOTION
Promotion a key element ingredient in marketing campaigns consists of diverse
collection of intensive tools. Sales promotion and incentive schemes are mostly short
term and designed to stimulate quicker or greater purchase of particular product or
services by consumer on the trade. The various sales promotion methods adopted by
the company are
1. Advertisement through television, newspaper, hording, wall painting, calendar
etc.
2. Dealers and retailers meet and training programmer.
3. Incentives schemes to dealers like cash discount, quantity discount,
Annual discount, target setting, loyalty discount, annul visits to

tourist place, annul gifts.

4. Dealer's relationship programmed like best seller award and other award
programs.
5. Company visits to dealer's shop.
TECHNICAL CONSUMER SERVICE CELL

Backed up with a dedicated team of highly skilled professional and experienced
application Engineers, the cell functions in an advisory capacity. Besides handling their
constructional problems the cell offers do all kind of assistance and guidance in the
selection of the right cement for different application to ensure cost-effective, durable and
safe construction Project overview.
CEMENT HISTORY
Throughout history, cementing materials have played a vital role. They were used
widely in the ancient world. The Egyptians used claimed gypsum as cement. The Greeks
and Romans used lime made by heating limestone and added sand to make mortar, with
coarser stones for concrete.
The Romans found that cement could be made which set under water and this was
used for the construction of harbors. The cement was made by adding crushed volcanic
ash to lime and was later called 'pozzolanic' cement, named after the village of Pozzuoli
near Vesuvius. In places such as Britain, where volcanic ash was scarce, crushed brick or
tile was used instead. The Romans were therefore the first to manipulate the properties of
cementations materials for specific applications and
Hadrian's Wall, England, a few miles east of House steeds. Marcus Vitruvius
Polloi, a Roman architect and engineer in the 1st century BC wrote his "Ten books of
Architecture" - a revealing historical insight into ancient technology. Writing about
concrete floors, for example "First I shall begin with the concrete flooring, which is the
most important of the polished finishing, observing that great pains and the utmost
precaution must be taken to ensure its durability".

“On this, lay the nucleus, consisting of pounded tile mixed with lime in the
proportions of three parts to one, and forming a layer not less than six digits thick." And
on pozzolana:
"There is also a kind of powder from which natural causes produces astonishing results.
This substance, when mixed with lime and rubble, not only lends strength to buildings of
other kinds, but even when piers are constructed of it in the sea, they set hard under
water."
(Vitruvius "The Ten Books of Architecture" Dover Publications 1960.)

His "Ten books of Architecture" are a real historical gem bringing together history
and technology. Anyone wishing to follow his instructions might first need to find a
thousand or so slaves to dig, saw, pound and polish... After the Romans, there was a
general loss in building skills in Europe, particularly with regard to cement. Mortars
hardened mainly by carbonation of lime, a slow process. The use of pozzolaaa was
rediscovered in the late middle Ages.
The great mediaeval cathedrals, such as Durham, Lincoln and Rochester in

England and Chartres and Rheims in France, were clearly built by highly skilled masons.
Despite this, it would probably be fair to say they did not have the technology to
manipulate the properties of cementations materials in the way the Romans had done a
thousand years earlier.
The Renaissance and Age of Enlightenment brought new ways of thinking, which
for better or worse, led to the industrial revolution. In eighteenth century Britain, the
interests of industry and empire coincided, with the need to build lighthouses on exposed
rocks to prevent shipping losses. The constant loss of merchant ships and warships drove
cement technology forward. Seaton building the third Eddy stone lighthouse (1759) off the
coast of Cornwall in Southwestern England found that a mix of lime, clay and crushed
slag from iron-making produced a mortar which hardened under water. Joseph Aspin took
out a patent in 1824 for "Portland Cement." a material he produced by firing finely-ground
clay and limestone until the limestone was claimed. He called it Portland cement because

the concrete made from it looked like Portland stone, a widely-used building stone in
England.
While Aspin is usually regarded as the inventor of Portland cement, Aspin’s
cement was not produced at a high-enough temperature to be the real forerunner of
modern Portland cement. Nevertheless, his was a major innovation and subsequent
progress could be viewed as mere development.
A ship carrying barrels of Aspin’s cement sank off the Isle of Sheppey in Kent,
England, and the barrels of set cement, minus the wooden staves, were later incorporated
into a pub in Sheerness and are still there now.
A few years later, in 1845, Isaac Johnson made the first modern Portland cement
by firing a mixture of chalk and clay at much higher temperatures, similar to those used
today. At these temperatures (1400C-1500C), clinkering occurs and minerals form which
are very reactive and more strongly cementations. While Johnson used the same materials
to make Portland cement as we use now, three important developments in the
manufacturing
Process lead to modern Portland cement:

 Development of rotary kilns
 Addition of gypsum to control setting
 Use of ball mills to grind clinker and raw materials
Rotary kilns gradually replaced the original vertical shaft kilns used for making
lime from the 1890s. Rotary kilns heat the clinker mainly by radioactive heat transfer and
this is more efficient at higher temperatures, enabling higher burning temperatures to be
achieved. Also, because the clinker is constantly moving within the kiln, a fairly uniform
clinkering temperature is achieved in the hottest part of the kiln, the burning zone.
The two other principal technical developments, gypsum addition to control setting
and the use of ball mills to grind the clinker, were also introduced at around the end of the
19th century.


Concrete is a material used in building construction, consisting of a hard,

chemically inert particulate substance, known as an aggregate (usually made from
different types of sand and gravel), that is bonded together by cement and water.
The Assyrians and Babylonians used clay as the bonding substance or cement. The
Egyptians used lime and gypsum cement. In 1756, British engineer, John Seaton made the
first modern concrete (hydraulic cement) by adding pebbles as a coarse aggregate and
mixing powered brick into the cement. In 1824, English inventor, Joseph Aspin invented
Portland cement, which has remained the dominant cement used in concrete production.
Joseph Aspin created the first true artificial cement by burning ground limestone and clay
together. The burning process changed the chemical properties of the materials and Joseph
Aspin created stronger cement than what the using plain crushed limestone would
produce.
The other major part of concrete besides the cement is the aggregate. Aggregates
include sand, crushed stone, gravel, slag, ashes, burned shale, and burned clay. Fine
aggregate (fine refers to the size of aggregate) is used in making concrete slabs and
smooth surfaces. Coarse aggregate is used for massive structures or sections of cement.
Concrete that includes imbedded metal (usually steel) is called reinforced concrete
or ferroconcrete. Reinforced concrete was invented (1849) by Joseph Monier, who
received a patent in 1867. Joseph Monier was a Parisian gardener who made garden pots
and tubs of concrete reinforced with an iron mesh. Reinforced concrete combines the
tensile or bendable strength of metal and the compression strength of concrete to
withstand heavy loads. Joseph Monier exhibited his invention at the Paris Exposition of
1867. Besides his pots and tubs, Joseph Monier promoted reinforced concrete for use in
railway ties, pipes, floors, arches, and bridges.

MARKETING AND POLICIES OF THE FIRM

Modern market is consumer oriented market. Consumer is the king of the market
begins with consumer needs and ends with consumer satisfaction. Such market is
conditioned by two set of factors. Controllable and uncontrollable factors. Controllable
factors are those factors which are with in the hold of the firm. The success of the product
depends upon these factors.
1. Product Mix policy
2. Price Mix policy
3. Promotional Policy
4. Distribution Policy
PRODUCT MIX POLICY

Shabareesh agencies are promoting their business as C&F agents of Birla Shkthi
with dealing with cement. The firm deals with cement according the order given by the
dealers. As the product which the firm is dealing is exclusively under the category of
cement.
PRICE MIX POLCY

Pricing is the most important marketing mix policy. It has strategic importance as
pricing is marketing weapon. It required by the firm to undertake a good pricing policy
because it is an important factor which influences the customer in purchasing of product.
PROMOTIONAL MIX POLICY

The Birla Shkthi has adopted several promotional activities to move forward the
cement product in market. It has undertaken advertising of the product through broad
advertisement. The company has adopted broad advertising because it acts as an effective
sales man. The other measures through which the company has taken to popularity,Its
name is,
a) News paper advertisement
b) Calendar
c) Cable advertisement
d) Personnel Selling
e) Sales promotion
f) Publicity
DISTRIBUTION MIX POLICY

Distribution means transfer of the product from C&F agents to dealers to final
consumer. Shabareesh agency supplies goods directly to the consumer or contractor. The
company directly deals with the final consumer and some time takes the help of
middleman like contractors or Home builders.
MARKETING PROBLEMS
The Birla Shkthi directly involves in marketing problem and looks in to the depth
of all the fallowing problems.
1. Competitive market.
2. Price fluctuation
3. Consumer awareness
4. product advertisement
5. Location of the Firm ,
6. Size of the firm.

Chapter III
COMPANY PROFILE
 HERITAGE OF THE COMPANY

 CEMENT PLANTS OF BCL
 CEMENT PLANTS OF BCL
 BRANCH PROFILE

COMPANY HISTORY
The Aditya Birla Group is a multinational conglomerate based in Mumbai, India
with operations in 25 countries including Thailand, Dubai, Singapore, Myanmar, Laos,
Indonesia, Philippines, Egypt, Canada, Australia, China, USA, UK, Germany, Hungary,
Brazil, Italy, France, Luxembourg, Switzerland, Bangladesh, Malaysia, Vietnam and
Korea.
The Aditya Birla group is US$ 29 billion conglomerate which gets most of its
revenues from outside India. The group is a major player in all the industry sectors it
operates in. The Aditya Birla Group has been adjudged the best employer in India and
among the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study
2007. The origins of the group lie in the conglomerate once held by one of India's
foremost industrialists Mr. Ghanshyam Das Birla.
BUSINESSES
Aditya Birla is organized into various subsidiaries that operate across different
sectors. Among these are viscose staple fiber, non-ferrous metals, cement, viscose filament
yarn, branded apparel, carbon black, chemicals, Retail (under the 'More' brand of
supermarkets), fertilizers, chemicals, insulators, financial services, telecom, BPO and IT
services. The Group consists of four main companies, which operate in various industry
sectors through subsidiaries, joint ventures, etc. These are Hindalco, Grasim, Aditya Birla
Nuevo, and UltraTech Cement.
NON FERROUS METALS

The group’s non-ferrous metals are under Hindalco. It is a dominant player in
aluminum and copper. Its manufacturing locations are primarily in India, and it owns
mines in Australia. On February 11, 2007, the company entered into an agreement to
acquire the Canadian company Novelist for U$6 billion, making the combined entity the
world's largest rolled-aluminums producer. On May 15, 2007, the acquisition was

completed with Novelist shareholders receiving $44.93 per outstanding share of common
stock.
Hindalco makes alumina chemicals, primary aluminum, rolled products, alloy
wheels, roofing sheets, wire rods, cast copper rods, copper cathodes and several other
products.
CEMENT
The Groups cement business is under both Grasim and UltraTech cement. The two
entities are now merged into UltraTech cement to form India's largest cement
manufacturing company. UltraTech cement was originally the cement business of L&T
which was acquired by the group.
CARBON BLACK
The Group is the fourth largest manufacturer of Carbon Black worldwide. It
operates out of facilities in Egypt, Thailand, India and China. It is a major supplier to
several major automobile tire manufacturers worldwide.
TEXTILE BUSINESS
The Aditya Birla Group is the world's largest player in the Viscose Staple Fiber
industry. It operates out of India, Laos, Thailand, Malaysia and China. It owns the Birla
Cellulose brand. Apart from viscose staple fiber, the group also owns acrylic fiber
businesses in Egypt and Thailand, viscose filament yarn businesses and spinning mills at
several locations all over India and South East Asia. The group has pulp and plantation
interests in Canada and has recently invested in plantations in Laos. The Aditya Birla
group is also a major player in the branded garments market in India.
TELECOM SERVICES
Idea Cellular is now owned by Aditya Birla Group. Idea Cellular started off as a
joint venture with the group, AT&T and the Tata Group. However the stakes of the
remaining partners was eventually acquired by the group. After an Initial Public Offering
on the Indian Stock Markets, Idea Cellular now accounts for a third of the group's market

capitalization. The company is headquartered in Mumbai and has operations in all the 22
telecom circles in India. Moop, piol;-09olp
OTHER BUSINESSES
Apart from the above businesses, the group is a major player in industry sectors
like Insulators, Fertilizers, BPO (Aditya Birla Minacs), Insurance, IT, Chemicals, Mining,
Sponge Iron, Financial Services (jointly with Sun life) and more recently, Retail. Aditya
Birla acquired Business Processing Outsource Minacs in 2007.
PHILANTHROPY
The Group actively involves itself in several community development initiatives -
in particular around its manufacturing location. The group also supports development
activities in areas like healthcare, education, sustainable livelihood, infrastructure and
social causes. The group's philanthropic activities are guided by Mrs. Rajashree Birla.
It works in 3,700 villages, reaching out to 7 million people annually through the Aditya
Birla Centre for Community Initiatives and Rural Development. It runs 45 schools and 18
hospitals.

COMPANY PROFILE
Birla Corporation limited is a multiproduct multi interest more than thousand
career conglomerate. It plays significant roles in cement industry.
The story of Birla Corporation limited began 89 years ago, when young man
Ganshayam das Birla came to Kolkata. A man of vision an enterprise, Sri G.D.Birla set
first Indian owned jute mill near Kolkata in 1919. The firm was named Birla jute
manufacturing company limited. Time watched as small unit prospered, it also embarked a
young man to bacon the new industrial India.
After that Shri Madhav Prasad ji Birla transformed the humble jute manufacturing
company into a mighty conglomerate Birla corporation ltd. The name of company
changed to Birla jute and industries limited in 1983. In view the opportunities offered by
the liberalized fast growing economy and to promote brand equity and international image
the name was changed to Birla Corporation limited in 1997. After the demise of MP Birla,
his wives Priyamvada Birla took over a chairman of BCL and continue to leap company
till her death in July 2004. Today under the chairmanship of Mr. R. S. Lodha company has
crossed the 1800 crore plus turn over and has wide spread interest in which cement, jute,
auto trims, synthetic yarn, are their main product.
Birla Corporation limited is keenly aware of its social responsibility, it provides

education and healthcare facility to for employees and their families and community at a
large.

CEMENT INDUSTRY
Cement is a binding material used in civil construction. It is fine powder, which on
addition of requisite addition of water is capable of Harding by the chemical interaction of
its constituents with water and is capable of blending together.
The real foundation stone of present industry was laid in the year 1912 when India
Cement Corporation limited established a small factory at Porbander in Kathiawar. This
factory commenced in 1914 at the rate of about 100 metric tons per day.
The raw material required for cement making are lime stone, coal, clay flash, and
gypsum which regulate setting time. There are two process of cement manufacturing wet
and dry. In the wet process the raw materials are grounded along with water, but in dry
process materials are grounded in dry state.
Regarding the varieties of the product there are eight varieties in the industry
,Portland cement, Blast furnace, Slag cement, Portland pozzolana cement, Grey cement,
White cement.
Important cement producing companies in India are Associated Cement Company,
Birla Cement Corporation, Jaypee Cement Corporation, Gujrat Ambuja Cement etc in
private sector and in public sector important cement company is Cement Corporation of
India Lt..
BCL CEMENT DIVISION

The Cement Division of Birla Corporation Limited has seven plants, having an
installed capacity of 5.8 million tons. After the completion of the ongoing expansion
projects, the capacity will increase to 7 million tons.
This plant manufacture varieties of cement, including Ordinary Portland Cement

(OPC), 43 & 53 grades, fly ash-based Portland Pozzolana Cement (PPC), Portland Slag
Cement (PSC) and low- alkali Portland Cement. Recently, the Company has started
producing Sulphate Resistant Cement (SRC) and it has been well accepted in the market.
OPC is marketed under the brand name of Birla Cement KHAJURAHO and Birla
Cement CHETAK, while PPC is marketed under the brand name of Birla Cement
SAMRAT. PSC is marketed under the brand name of Birla Cement.

The Birla Cement SAMRAT brand is ideal for mass concrete, RCC / pre-stressed /
precast structures (for reduced thermal crack), increased water tightness of concrete ,
increased resistance to sulphate content in soil, aggressive water and alkali aggregate
reaction, besides corrosion resistant properties.
The brands have significant presence in the northern, western and eastern parts of
the country as well as central India. The company has a large network of dedicated
distributors and stockiest in all its marketing regions.
Durgapur Cement Works and the two cement units at Shimoga have received the
ISO 9002 quality certification, covering production and marketing. The Shimoga units
have also received the IS/ISO: 14001 certificate for "implementation of the Environmental
Management System". The two chanderia units have received the ISO 9001 : 2000
certification for Quality Management System, as well as the IS/ISO : 14001 certification.
The quality control laboratories of both Birla Cement Works and Chanderia Cement
Works have been accredited by National Accreditation Board for Testing & Calibration
Laboratories, Department of Science & Technology, and Government of India.
The cement units have been receiving, since the past decade, prestigious awards for
productivity, pollution control, energy performance and worker's education.

CEMENT PLANTS OF BCL
Name Location Established Capacity (lakh tons per year)

L. Shimoga cement
works Shimoga (m.p) 1952 21
2. Birla vikash cement

works 1982
3.birla cement works Chanderia (raj) 1967 20
4.chanderia cements
works 1986
5.durgapur cements Durgapur
works 1974 6
(w.bengal)
6.raiberali grinding
unit Raiberali (u.p) 1998 6.3
Total capacity of six plants is 53.3 lakh tons. These plants have access to the latest
technology and infrastructure, and rated amongst the advance in the country
MANUFACTURING PROCESS
Mining
The cement manufacturing process starts from the mining of limestone, which is the main
raw material for making cement. Limestone is excavated from open cast mines after
drilling and blasting and loaded on to dumpers which transport the material and unload
into hoppers of the limestone crushers. Crushing Stacking & Reclaiming of Limestone the
LS Crushers crush the limestone to minus 80 mm size and discharge the material onto a
belt conveyor which takes it to the stacker via the Bulk material analyses. The material is
stacked in longitudinal stockpiles. Limestone is extracted transversely from the stockpiles
by the recliners and conveyed to the Raw Mill hoppers for grinding of raw meal.
CRUSHING STACKING & RECLAIMING OF COAL

The process of making cement clinker requires heat. Coal is used as the fuel for providing
heat. Raw Coal received from the collieries is stored in a coal yard. Raw Coal is dropped
on a belt conveyor from a hopper and is taken to and crushed in a crusher. Crushed coal
discharged from the Coal Crusher is stored in a longitudinal stockpile from where it is

reclaimed by a reclaimed and taken to the coal mill hoppers for grinding of fine coal.
RAW MEAL DRYING/GRINDING & HOMOGENISATION
Reclaimed limestone along with some literate stored in their respective hoppers is fed to
the Raw Mill for fine grinding. The hot gasses coming from the clinkerisation section are
used in the raw mill for drying and transport of the ground raw meal to the Electrostatic
Precipitator / Bag House, where it is collected and then stored and homogenized in the
concrete silo. Raw Meal extracted from the silo (now called Kiln feed) is fed to the top of
the Preheated for Preprocessing.
CLINKERISATION
Cement Clinker is made by preprocessing of Kiln feed in the preheated and the rotary kiln.
Fine coal is fired as fuel to provide the necessary heat in the kiln and the Precalciner
located at the bottom of the 5/6 stage preheated. Hot clinker discharged from the Kiln
drops on the grate cooler and gets cooled. The cooler discharges the clinker onto the pan /
bucket conveyor and it is transported to the clinker stockpiles / silos. The clinker is taken
from the stockpile / silo to the ball mill hoppers for cement grinding.
CEMENT GRINDING & STORAGE

Clinker and Gypsum (for OPC) and also Pozzolana (for PPC) are extracted from their
respective hoppers and fed to the Cement Mills. These Ball Mills grind the feed to a fine
powder and the Mill discharge is fed to an elevator, which takes the material to a
separator, which separates fine product and the coarse. The latter is sent to the mill inlet
for regrinding and the fine product is stored in concrete silos.
PACKING
Cement extracted from silos is conveyed to the automatic electronic packers where it is
packed in 50 Kgs. Polythene bags and dispatched in trucks.

SWOT ANALYSIS
STRENGTH
1. BIRLA Samrat is third most preferred brand after ACC Suraksha and JAYPEE Buland.
2. It has reasonable price in comparison to its competitor.
3. Quality of product is good.
4. Setting time and shining is better than competitors.
WEAKNESS
1. Lack of distribution channel.
2. Lack of availability of product.
3. Low advertisement budget.
OPPORTUNITIES
1. Boom phase in cement market.
2. Immense export opportunities.
3. Rapid infrastructure development.
THREAT
1. Tough competition from ACC, JP, PRISM.
2. Scarcity of raw material in near future.
3. Lack of infrastructure in near future.

BRANCH PROFILE
Founder of the Shop : D. Venkateshwaralu
Year of foundation : 1993
Location of shop : Sri Rohini traders,
B.H. Road, OPP.
Gayitri Kalayana Mantap,
Shimoga.
Dealing in shop : Cements, iron rods , etc
(authorized dealer for Birla Shakthi, Cements)
his is Balance sheet of Rohini Traders of the year ended Balance As At 31-3-2014
Liabilities Amt Assets Amt

CAPITAL A/C FIXED ASSETS
As per capital A/C 5,39,720.00 Buildings 33,899.00
SECURED LOAN Furniture and fixtures 5,905.00
Karnataka Bank OD 400000.00 ADVANCES AND
Rental advance
DEPOSITS 50,000.00
Salary advance 25,000.00
NSC 2,000.00
Other deposits 50,000.00
CURRENT ASSETS
Stock in Trade 6,56,890.00
Cash at Bank 28,186.00
Cash in Hand 87,840.00
9,39,720.00 9,39,720.00

Trading Profit And Loss Account For Year Ended 31-3-2014
Particulars Amt Particulars Amt
TO Opening Stock 6,55,978.00 By Sales 11,59,860.00

10,18,794.00 " Closing Stock 6,56,890.00
" Purchases
26,058.00
" Carriage Inwards
1,15,920.00
" Gross Profit C/d
18,16,750.00 18,16,750.00
" Bank Charges 785.00. " Trade Discount 5,300.00

" Labour charges paid
14,350.00 “ Gross profit 1,15,920.00
" Electricity Charges 3,580.00 “Interest received 1,15,330.00
" Insurance on vehicle 766.00
" Sales commission 26,650.00
" Sundry Exp 3,018.00
" Depreciation 3,492.00
" Printing & Stationary 1,337.00
" Professional Tax 1,000.00
" Salary 28,000.00
" shop Maintenance 11,300.00
" Shop Rent 24,000.00

" Telephone Charges 2,880.00

" Vehicle Maintenance 11.300.00
Net Profit C/d 1,10,592.00
2,43,050.00
2,43,050.00
This is the information from Sri Rohini Traders Progressive activities in the Year of 1993.
The monthly target of the branch what 1 visited is to sale 3,000 bags of cement. But the
monthly sale achieved by the branch is 2,500. The best product demanded by the
customers in that branch is "Birla Shakthi" cement the present position of the "branch is
good.

CHAPTER IV
COMPETITORS PROFILE
 AWARDS
 CONCLUSION
 COMPETITORS LOGO

ACC COMPANY HISTORY

HERITAGE
Ours has been an interesting story - one that inspired a book. ACC was formed in 1936
when ten existing cement companies came together under one umbrella in a historic
merger - the country's first notable merger at a time when the term mergers and
acquisitions was not even coined. The history of ACC spans a wide canvas beginning with
the lonely struggle of its pioneer F E Dinshaw and other Indian entrepreneurs like him
who founded the Indian cement industry. Their efforts to face competition for survival in a
small but aggressive market mingled with the stirring of a country's nationalist pride that
touched all walks of life - including trade, commerce and business.
The first success came in a move towards cooperation in the country's young cement
industry and culminated in the historic merger of ten companies to form a cement giant.
These companies belonged to four prominent business groups - Tatas, Khataus, Killick
Nixon and F E Dinshaw groups. ACC was formally established on August 1, 1936. Sadly,
F E Dinshaw, the man recognized as the founder of ACC, died in January 1936. Just
months before his dream could be realized.
ACC stands out as the most unique and successful merger in Indian business history, in
which the distinct identities of the constituent companies were melded into a new cohesive
organization - one that has survived and retained its position of leadership in industry. In a
sense, the formation of ACC represents a quest for the synergy of good business practices,
values and shared objectives. The use of the plural in ACC's full name, The Associated
Cement Companies Limited, itself indicates the company's origins from a merger. Many
years later, some stockbrokers in the country's leading stock exchanges still refer to this
company simply as 'The Merger.
A STRATEGIC ALLIANCE
The house of Tata was intimately associated with the heritage and history of ACC, right
from its formation in 1936 up to 2000. Between the years 1999 and 2000, the Tata group
sold all 14.45 per cent of its shareholding in ACC in three stages to subsidiary companies
of Gujarat Ambuja Cements Ltd (GACL), who are now the largest single shareholder in
ACC. This has enabled ACC to enter into a strategic alliance with GACL, a company
reputed for its brand image and cost leadership in the cement industry.
Holcim - a new partnership
A new association was forged between ACC and the Holcim group of Switzerland in
2005. In January 2005, Holcim announced its plans to enter into a long-term strategic
alliance with the Ambuja Group by acquiring a majority stake in Ambuja Cements India
Ltd. (ACIL), which at the time held 13.8 per cent of the total equity shares in ACC.
Holcim simultaneously announced its bid to make an open offer to ACC shareholders,
through Holdcem Cement Pvt Limited and ACIL, to acquire a majority shareholding in
ACC. An open offer was made by Holdcem Cement Pvt. Limited along with Ambuja
Cements India Ltd. (ACIL), following which the shareholding of ACIL increased to 34.69
per cent of the Equity share capital of ACC. Consequently, ACIL has filed declarations
indicating their shareholding and declaring itself as a Promoter of ACC.
Holcim is the world leader in cement as well as being large suppliers of concrete,
aggregates and certain construction-related services. Holcim is also a respected name in
information technology and research and development. The group has its headquarters in
Switzerland with worldwide operations spread across more than 70 countries. Considering
the formidable global presence of Holcim and its excellent reputation, the Board of ACC
has welcomed this new association.

JAYPEE GROUP - COMPANY PROFILE

COMPANY PROFILE
Jaypee group is the 4th largest cement producer in the country. The groups cement
facilities are located in the Satna Cluster (U.P), which has one of the highest cement
production growth rates in India.
The group produces Ordinary Portland Cement and Pozzolana Portland Cement under the
brand names "Buland" and "Buniyad". Its cement division has three modern, computerized
process control cement plants namely, Jaypee Rewa Cement Plant (JRCP), Jaypee Bela
Cement Plant (JBCP) with an aggregate capacity of 7.0 MTPA. With its plans of adding
capacities in different regions of the country, the Group is poised to be a 25 MTPA cement
producer by the year 2010 and 30.5 MTPA by 2011. Thus, it is likely to be third largest
cement producer in the country
Keeping pace with the advancements in the IT industry, all the 120 cement dumps are
networked using TDM/TDMA VSATs along with a dedicated hub to provide 24/7
connectivity between the plants and all the 120 points of cement distribution in order to
ensure "track - the - truck" initiative and provide seamless integration. This initiative is the
first of its kind in the cement industry in India.
In the near future, the group plans to expand its cement capacities via acquisition and
Greenfield additions to maximize economies of scale and build on vision to focus on large
size plants from inception.
PRODUCTS & SERVICES

Jaypee produces a wide variety of cements, which are specifically designed to cater to the
customer's requirements for different types of cements in each of its markets. All the
brands, which the Company produces, are so evolved in their characteristics and properties
that they surpass BIS Standards. For each brand, the relevant BIS standards are mentioned
in enclosed table along with a comparison with the actual parameters obtained during last
6 months.

The state-of-the-art cement plants operated by the Jaypee Group are equipped with the
most modern technology from the globally leading technology providers. Extensive
Instrumentation & fully automatic and computerized process control system, custom
designed Quality Control software like QSO Expert and CADES in the Mines, Cross Belt
Expert Analyses using the Prompt Gamma Neutron Activation Analysis - for the first time
in India, X-Ray Fluorescence and X-Ray Diffraction analyses and optical microscope,
enable production of cement of the highest quality on a sustained basis.
All brands are marketed in attractive HDPE bags, containing 50 Kgs of quality cement
from Jaypee. Bags are identified with a conspicuous Jaypee Logo, which also over the
years has come to be regarded as a "Hallmark" of quality
HISTORIC EVENTS / PRESS ROOM

Jaiprakash Associates Ltd., the flagship of the Rs. 3000 Crores Jaypee Group has signed
an agreement with Irrigation and CAD Department of Andhra Pradesh for the Srisailam
Left Bank Canal Tunnel Scheme of Alimmineti Madhava Reddy Project (A.M.R.P.) for
design and execution of Tunnel 1 and Tunnel 2 including Head regulator at the entrance
portal of Tunnel 1 of Srisailam Left Bank Canal Tunnel Scheme of A.M.R.P. from Neelam
Sanjeeva Reddy Sagar Project Reservoir (Srisailam Reservoir) in Mahaboobnagar and
Nalgonda Districts of Andhra Pradesh.
The value of the contract is Rs. 1925 Crores and the same is to be completed in 60
months. This is the largest single order value contract for any construction company in the
country as on date.
Srisailam Left Bank Canal Tunnel Scheme of AMR Project envisages carrying 113.28
cumec of water from Srisailam reservoir to the plains of Nalgonda District, Andhra
Pradesh, India through Tunnel - 1 (T-l) of 9.2 m dia (finished) circular and length 43.5 km
off-taking from Srisailam reservoir. This tunnel opens into a approach canal which crosses
Dindi river across where a balancing reservoir is proposed.

Thereafter the waters are to be carried through an open channel and a 9.0 m dia (finished)
circular and 7.25 km long tunnel (T-2) before it reaches the plains of drought prone district
of Nalgonda.
Design and construction of the two Tunnel - vis. Tunnel No. 1 and 2Design and
construction of the Head Regulator Fabrication, supply and erection of gates, etc.
Electrification, afforestation and landscaping etc. Monitoring of work progress and
construction schedule (computer aided). Operation and maintenance of works constructed.
The first quarter results of the company were impressive with a turnover of Rs.1220 crores
(net of Excise Duty) that included an extraordinary income of Rs.360 crores from sale of
180 million shares of its subsidiary Jaiprakash Hydro-Power Limited, Profit after Tax of
Rs.414 crores and EPS of Rs.23.44.
The Cement Division of the Company with its expanded capacity also posted impressive
growth in both production and dispatch in Ql with cement production showing a 26%
growth and growth in cement dispatch of 20%. The first quarter also saw the full impact of
the two Captive Power Plants of 25 MW capacity each, installed in the last financial year,
with cost of power declining by 23% resulting in a reduction of variable cost of cement,
thereby improving profitability. The cost of power is likely to be in range of Rs. 3/kwh,
among the lowest in cement industry.
Jaiprakash Associates Ltd., the flagship of the Rs. 3000 Crores Jaypee Group has signed
an agreement with Irrigation and CAD Department of Andhra Pradesh for the Srisailam
Left Bank Canal Tunnel Scheme of Alimmineti Madhava Reddy Project (A.M.R.P.) for
design and execution of Tunnel 1 and Tunnel 2 including Head regulator at the entrance
portal of Tunnel 1 of Srisailam Left Bank Canal Tunnel Scheme of A.M.R.P. from Neelam
Sanjeeva Reddy Sagar Project Reservoir (Srisailam Reservoir) in Mahaboobnagar and
Nalgonda Districts of Andhra Pradesh.
The value of the contract is Rs. 1925 Crores and the same is to be completed in 60
months. This is the largest single order value contract for any construction company in the
country as on date.

MAIHAR CEMENT PROFILE

INTRODUCTION
Maihar Cement is a division of Century Textiles and Industries Ltd, a flagship company of
BK Birla Group. The company is well diversified having interest in cement, textiles,
rayon, chemicals, pulp and paper.
Maihar Cement is situated at Sarlanagar (Maihar) Dist. Satna in the State of Madhya
Pradesh with an installed capacity of 3.80 Million TPA. Maihar is 45 Kms South - East of
Satna on Howrah - Mumbai Central Railway Main Line. Maihar is well known for Sharda
Devi Temple
Apart from this, company has two more cement plants namely Century Cement at
Baikunth, Dist. Raipur in the State of Chhattisgarh with an installed capacity of 1.80
Million TPA and Manikgarh Cement at Gadchandur, Dist. Chandrapur, Maharashtra with
an installed capacity of 1.50 Million TPA. The combined Capacity of all cement plants
taken altogether is 7.80 Million TPA. More emphasis is given for production of blended
cement which constitutes about 95% of the total cement produced by the company..
The company sells its cement under its premium brand name -BIRLA GOLD.
Figures in Million TPA 2008-09

Century Cement 2.1
Maihar Cement 3.8
Manikgarh Cement 1.9
Total 7.8

Products
Century Cement
Manikgarh Cement
Century Textiles
Century Rayon
Century Pulp & Paper
Maihar Cement is pioneer in producing Blended Cement i.e. Portland Pozzolana Cement.
The motivation for the production of blended cement has been primarily with the aim of
preserving limestone reserves and environment.
ADVANTAGES
 Low Heat of hydration resulting in resistance to cracking
 Resistance to corrosive water and chemical attacks and thereby longer life to
steel/iron.
 High degree of impermeability and workability for the concrete mix.
 Higher ultimate strength at longer duration
 Higher degree of fineness, resulting in -
 Complete chemical reaction

 Easy workability
 Increased plasticity
 Reduced Alkali aggregate reaction as also free lime expansion and thereby resistance
to cracking.
 Lower drying shrinkage and low leaching value.

USES
 Hydraulic Structures
 Mass Concreting Works
 Marine Structures
 Masonry Mortars and Plastering
 Under aggressive Conditions
ENVIRONMENT
1. Prevention of pollution incidental to Plant operations
2. adopting clean technology and eco-friendly processes in the Plant
3. Compliance with all applicable legal and statutory requirements
4. Conservation of natural resources
5. Reduction in waste generation.
6. Awareness amongst employees and business associates.
7. Continual improvement in environmental performance by effective
Implementation
Measures Taken Towards a Cleaner Environment

 Installation of highly efficient Pollution Control Equipments viz.,
 ESPs, Bag Houses and Pulse Jet Dust Collectors at every dust generating point in
the Plant.
 Regular monitoring of all stacks and ambient air quality.
 Proper treatment of domestic affluent generated from residential colony in
Oxidation Ponds and use of treated water for plantation purposes.

 Massive efforts for plantation of various species of trees for ecological up-
gradation.
 Following additional steps have been taken
 Covering of Conveyor belts transporting various process materials
 All raw materials are stored in covered gantry.
 Water sprinklers have been provided on the roads to check fugitive emission
generated due to movement of vehicles
 Concretization of roads and floors inside the Plant
 The Fly Ash generated from Thermal Power Plant is used as an additive for
manufacture of PPC.
SAFETY
 To provide safe working conditions;
 To make appropriate personal protective equipment available to all employees and
ensure their proper use;
 Identifying and minimizing injury and health hazard by effective risk control
measures;
 Continually improving health and safety performance by regularly setting and
reviewing objectives and targets;
 Promoting awareness of safe working practices and arranging adequate training of
employees;
 Complying with all applicable legislations and regulations;

OTHER MAJOR FACILITIES/ACTIVITIES:

 A well equipped Hospital with qualified medical staff.
 Provision of appropriate fire fighting equipments at all strategic points in the
factory.
 Fire fighting demonstrations and fire drills are conducted at regular intervals.
 Well established procedures have been framed at the Plant for identification of
hazards, assessment of risks and implementation of necessary control measures.
AWARDS
NATIONAL AWARD FOR ENERGY EFFICIENCY FROM NCCBM
 Best Improvement in Energy Performance 1991-92
 Best Improvement in Thermal Energy Performance 1991-92
 Best Improvement in Electrical Energy Performance 2000-01 & 2003-04
 Best Improvement in Energy Performance in manufacture of Blended Cement
2003-04
OTHER NATIONAL AWARD

 Abheraj Baldota Environment Award for 1995-1996 from FIMI
 National Safety Award for outstanding performance in Industrial Safety
 Lowest average frequency rate as runner up for the award year 1998
 Longest accident free period as runner up for the award year 2001
 Longest accident free period as runner up for the award year 2003
 Accident free year as runner up for the award year 2005
 Accident free year - Best for the performance year 2005
 National Energy Conservation Award for 2001 from Govt of India
 Social Awareness Award for 2002-03 from FIMI
 Where there is Quality, there is Productivity

FL SMIDTH AWARDS
 First Prize for lowest electrical energy consumption per tones of cement & clinker
produced amongst modern plants using VRM Technology situated in Chhattisgarh
& Madhya Pradesh for the year from 1998-99 to 2005-06.
 First prize for the lowest electrical energy consumption per tones of cement
production for the year 2006-2007 amongst modern cement plants using VRM
technology situated in the State of Madhya Pradesh and Chhatisgarh.
 First Prize for Minimum Auxiliary Power Consumption with respect to Captive
Thermal Power Generation for the year 2005-06.
ISO CERTIFICATIONS
 IS/ISO 9002:1994
 IS/ISO 9001: 2000
 IS/ISO 14001:1996
 IS/ISO 14001:2004
MARKETING POLICY
 Product Quality exceeding Customer's expectations
 Timely Dispatches
 Attractive and functional packaging
 Quick Business Response
 Prompt After-Sales service
 Adhering to fair and ethical business practices
HUMAN RESOURCES
1. Objective Selection Method,
2. Continuous Training and Development
3. Competitive Wage & Salary Structure
4. Well Defined Systems, Rules and Procedures
5. Goal Oriented Appraisal System and Counseling
6. Encouraging Openness, Participation and Cooperation
7. Synchronizing Personal Aspirations with Organization Goals

COMPANY HISTORY - PRISM CEMENT

YEAR EVENTS
 1992 - The Company was incorporated under the name and style of Kara Cement
Limited on 26th March, by Dr. B.V Raju and his associates.
 1993 - A Joint Venture Agreement has been executed on 16th April, between Mr. Rajan
Raheja, F.L. Smidth & Co., A/S, Denmark and The industrialization Fund for
Developing Countries, Denmark for promoting a project for setting up and
operating a 2 million tonnes per annum cement plant by the Company.
 1994- The name of the Company was subsequently changed to Prism Cement Limited
and a fresh Certificate of Incorporation consequent on change of name was obtained
on 15th September. The Company is presently engaged in setting up a 2 million tonnes
per annum cement plant near Satna in Madhya Pradesh. The Company is installing
Generating Power Sets of 12 MVA capacity.
 The Company has obtained the Madhya Pradesh Pollution Control Board's clearance
and the Site Environment clearnace from the Industries Department, Government of
Madhya Pradesh for establishing the plant at the selected site. - The Company has
allotted 3,50,00,000 No. of Equity Shares of Rs.10 each for cash at par to Promoters,
their business associates and to the Directors and friends.
 1995- The Company made its maiden public issues of 7, 87, 60,000 equity shares of
Rs. 10/- each, at par, aggregating Rs. 7,876 lakhs and 37,00,000 13.5% secured
redeemable partly convertible debentures (PCD) of Rs. 250/- each, at par, aggregating
Rs. 9,250 lakhs in the month of January.
 The Company has tied up its full requirement of term loans of Rs. 24,300 lakhs with
financial institutions and banks. The Company has signed a foreign currency loan
agreement with International Finance Corporation, Washington and a Rupee term loan
agreement with The Industrial Credit and Investment Corporation of India Limited.
 1996- The Company has signed loan agreements with all Financial Institution/Banks
who have sanctioned term loans. It is proposed to issue upto 1,66,70,000 Equity
Shares of Rs. 10/- each for cash at a price to be determined as per SEBI guidelines or
at par, whichever is higher, on preferential basis to the Indian promoters and/or their
relatives, group/associat Companies, whether such persons are members of the
Company or not, as may be deemed appropriate by the Board.

 1997- The company, jointly promoted by the Rajan Raheja group, F L Smidth & Co of
Denmark and the industrialisation fund for Developing Countries, Denmark, is
believed to have the largest single kiln cement plant in the country. The company
proposes to cater mainly to north and central India. It has set up a central marketing
office at Allahabad in UttarPradesh (UP), which is supported by regional offices at
Satna,Varanasi (UP) and Delhi. Besides, it has also set up area offices and depots at all
major towns of UP, MP and Bihar. - As on September 22, 121 issuers have entered into
agreements with NSDL to get their securities dematerialised.
 1998- Prism Cements of the Raheja group, which owns a two million tap cement plant
at Satna in Madhya Pradesh, in setting up another plant of similar capacity at
Kottapadu village in Kurnool district of Andhra Pradesh. The Madhya Pradesh-
based group has chosen to set up the plant in Kurnool district, keeping in view the
large limestone deposits the district possesses.
 1999- Prism Cement is all set to ride the boom in the cement industry The Company
will introduce a new product by January 2000 and will also plan to expand our
operations in southern India by 2002.The company has improved its capacity
utilization from 33 per cent to 70 per cent, reduced its power consumption and costs
andtightly consumption and costs and tightly monitored the freight cost. The
company's performance in the second quarter will not be impressive as the plant
was shut for 20 days in September for maintenance and the demand was also
depressed owing to the monsoons.
 2000 - The Board of Directors of the company has decided, subject to necessary
approvals, to increase authorized capital from Rs. 300 crores to Rs. 400 crores made of
40 cores equity shares of Rs. 10/- each and Issue of equity shares at a price as per
SEBI Guidelines or at par, whichever is higher, by way of private placement,
preferential or by a combination thereof to the Indian promoters and/or their
group/associate companies.
 The Company increase in authorised capital from Rs 300 crores to Rs. 325 crores. The
Company has allotted 4,11,45,000 No. of equity shares of Rs 10 each at par to Mr.
Rajan Raheja, promoter, by onverting the existing loan amounting to Rs 41,14,50,000
advanced by him to the company. Prism Cements Ltd. will allot 1,37,000 No. of equity
shares at par to its Indian promoter, Rajan Raheja. 2001 - The company has allotted
1,37,000 No. of equity shares of the face value of Rs 10 each at par to Mr Rajan
Raheja. 2003 Appoints Mr M Chabbra as the Managing Director of the company 2004
Company's shares delisted from Delhi Stock Exchange & Hyderabad Stock Exchange
2006Prism Cements Ltd has appointed Mr. Akshay R. Raheja as Additional Director
w.e.f. October 30,2006. Prism Cement Ltd has informed that Mr. Ramen Ray Mandal
has resigned as Nominee of ICICI Bank Ltd on the Board of Directors of the Company
w.e.f. December 14, 2006.
CONCLUSION
The survey is conducted in SATNA and its nearby districts Total number of
respondent covered under this survey is 100 which are either dealers or retailers.
In SATNA mainly five companies are in the market that are BIRLA, ACC, PRISM,
MATHER, and JAYPEE. Prism is toughest competitor of Birla cement.
The following are company main brand in SATNA market.
COMPANY MAIN BRAND M.R.P(Rs)

BIRLA SAMART 320
ACC SURAKSHA 330
JAYPEE BULAND 300
MATHAR FAULAD 290
PRISM CHAMPION 300

CHAPTER V
DATA ANALYSIS AND INTERPRETATION

INTRODUCTION
CONSUMER BEHAVIOUR
Consumer is the last part in distribution as it is described as the ultimate user of the
product produced by the manufacture. In modern marketing the consumer is the king and
he decides how the product must be and also influence the manufacture in his product
planning and in all marketing decisions. In recent Yr consumers decide the fate of the
producer. Therefore the producer should have enough knowledge about the buyer's
behaviour.
The buyer behaviour has made can important consent in modern marketing
because of increase in consumer legislation and consumerism. The main objective of
marketing is to create demand for the products. Marketing department has aids like
advertising sales promotion etc. It success of the marketing depends on the ability of
marketing department of studying buyer behaviour of their present and prospective
customer.
Consumer behaviour is defined as all psychological social and physical behaviour

of potential consumers as they are aware to evaluate and tell other about the product and
services. Buyers behaviour also include acts of individual objectives and using economic
goods and services then proceed and determines these acts. In buyer behaviour we have to
consider the following question, what does the consumer want to buy . How does the
consumer buy? What are his motives?
As a matter of fact consumer is the king the entire industrial system revolve around
him nowadays. Therefore in order to attract the consumers. The marketing personnel
should know his customer needs. So that they can treat him in the way he likes to be
treated and try to achieve the maximum consumer satisfaction.

According to the nature customer may be divided as:

Who is social cheerful talkative cordial avoids arguments ad like to be appreciated.
An who is reserve, sensitive, reasoning cautions, suspicious and calculative. Hence we
find the following of customers in the market. Impulsive customers’ timid and nervous
customers, snobbish customer desecrate customer argumentative customer. Price minded
customer and talkative customer. Thus the knowledge of various attitudes behavior and
ability to recognize and handle the different types of customer is a basic requirement for
the success of selling.
Buying behavior is the core of marketing strategy. A firm must understand buyer's
behaviors to achieve the objectives of consumer satisfaction. Buyer mind is called the
Black Box. We cannot see what is going on his mind and buyer's response becomes the
output of the psychological process. Manufactures wants to fence the output to buy his
product only.
There are 3 approaches for the analysis of the consumer behavior. They are
1. Economical Model.
2. Psychological Model.
3. Social-cultural Model.
1. ECONOMICAL MODEL
It give the economic factor affecting buyer behavior economic theory describes a
man as an "Economic Man" and the rational buyer who has the perfect information about
the market. The user has to attain optimum value for his buying effort and money.
According to this theory price is regarded as strangest mechanism. He compares all
competitive product and since all products are homogenous in livery respect to the product
with lower price.
The economic model includes the disposable personal income propensity to
consume same size of the family and changes in income expectations. Consumer credit
and the income available to prospect.

2. PSYCHOLOGICAL MODEL
Although economic theories and concept are useful in analyzing many aspect of
consumer behavior psychological factors are also influencing the buyer behavior of
consumers. In modern context psychology plays a vital role in the sphere of buying and
selling therefore it has been said that buying and selling are based more on psychology
than on an economic fact, Hence the sealer has to take steps to awaken the consumer to get
the good response. The psychological factors influencing are ambition. Statistic and other
individual requirements in addition to more social needs such as desire to gain social
prestige or the attract the attention of other towards him and other factor are motivation.
Brand image, product image etc.
3. SOCIO- CULTURAL MODEL

Man is a social animal. Therefore, the individual's decision and behavior are quit often
influenced by family society and culture. His behavior will be largely influenced by the
group in which he is a member. The decision may be made on actual buyers or may be
done by another and another member of the family uses the product.
Consumer behavior can understand by the marketing research and multinational

research. By using the questionnaire in marketing research, use can get the correct
continuous answer by survey method. Postal method. In multinational research. We can
use the departmental interview etc. So as to get the view of the methods of the consumer.
A customer is the most important which a marketer can it have and it is social and it is said
that the customer is the hardest thing to get and the laziest thing to lose. Therefore the
knowledge of various kinds of consumer their attitude behavior and their ability to
robotize and handle them is also a fundamental requirement for success in selling.
Sizing up or diagnosing a customer is an important pre-requisite to his proper
handling. A customer can be sized up by proper observation. The bearing of the customer
and purposefulness with which he enters the shop says a lot about the character. The cloths
he wears are the indication of his tales & ability to speed. Conservation with the customer
is a very useful source of information about is a very useful source of information about
his natures, his attitude. His likes and dislikes his action and expression also a guide to his

character. The purpose of sizing up is to determine the strategy to be adopted in dealing

with the different types of customers like the impulsive nervous customer. Snobb9sh
customer deliberate customer argument active customer. Women customer, silent
customer, and suspicious customer.
SURVEY ANALYSIS
Survey research is one of the most important areas of measurement which is
applied in social and search. The dictionary meaning of survey is "survey is the technique
for the gathering information from a large number of users. Survey can be anything from a
short paper and a pensile feedback from to an intensive interview. Survey means going
into depth at the respondent and collecting his inner expression for the purpose at knowing
his attitudes about which the survey is conducted.
The survey I was conducted among the different class and sections of people who
are residing in Shimoga city. Random sampling method was used for selecting the
customers.
Random sampling is the purest form of the probability sampling. Each member of
the population has an equal and knows chance of being selected. Where there are very
large populations it is often difficult or impossible to identify every members of the
population.
For the survey the method of questionnaire techniques is adopted. Answers given
by the respondents are analyzed and classified. The main aim of the survey is to study the
opinion of the people residing in Shimoga city about "Consumer attitude towards Birla
Shakthi cement"
So consumers have responded to questionnaire and have helped to make this
survey success. The percentage wise opinion as also shown in all the tables formed below
for this purpose.

Tabulation & Analysis

1. Age wise classification of the respondents
Age No. of Respondents Percentage (%)

18 TO 25 13 26%
26 TO 50 15 30%
Above 50 years 22 44%
Total 50 100%
Inference: Above table shows

that all the respondents of our Survey is are of different age group's, and they have
responded to my survey as it helps for my project report.

2. Qualification wise classification of the respondents
Qualification No. of Respondents Percentage (%)

Under Graduate 15 30%
Post Graduate 30 60%
Graduate 5 10%
Total 50 100%
Interpretation
Above table show that the respondents of different qualification were met among those
post graduation were30, and graduates were 15 in number and under graduate's were 5 in
number.

3. Occupation wise classification of respondents
Occupation No. of Respondents Percentage (%)

Students 8 16%
Government Employee 14 28%
Private Employee 11 22%
Self Employee 17 34%
Total 50 100%
INFERENCE:
Above table shows that respondent's of different Occupation, were considered among
them students were 8 members Government employee's were 14 private employees 11 in
numbers and self employees were 17 respondents.

4. How many companies have you dealt so far?
Particulars No. of Respondents Percentage

More than two 20 40%
two 17 34%
only one 13 26%
total 50 100%
INFERENCE:
From the above table we found that more than 40% respondents have dealt with more than
two companies’ products and 26% of respondents have dealt only with one company till
now. And 34% of respondents have dealt with two companies products.

5. Which company do you think is the best?
Companies No. of Respondents Percentage

Birla 18 36%
ACC 12 24%
Prism 10 20%
Japee 6 12%
Maiher 4 8%
Total 50 100%
INFERENCE:
From the above table it is clear that most of respondents are favouring Birla Company as
the best company in cement business and the second place is occupied by ACC Company
by 12% which is followed by Prism Japee and others by 3rd- 4th and 5th position.

6. Which company is best in Quality?
Companies No. of Respondents percentage

Birla 15 30%
ACC 11 22%
Prism 10 20%
Japee 9 18%
Maiher 5 10%
Total 50 100%
INFERENCE:
From the above table it is known that most of the respondents felt Birla company cement
is Qualitative than any other cement Second place goes to ACC followed by ACC, Prism ,
Japee and others

7. Best Customer satisfying company
Companies No. of Respondents Percentages

Birla 18 36%
ACC 10 20%
Jaypee 09 18%
Prism 08 16%
Maiher 05 10%
Total 50 100%
INFERENCE:
From the above table we come to know that the Birla cement company is most good
Customer Satisfaction company , And ACC has taken Second place followed by Japee,
prism and Maiher. The rezones were asked by the customers for satisfying purpose the
some of the respondents side that the price was key eliminate for their satisfaction and
some said that the preferred quality of cement rather than bothering about the price

8. Which company delivers the goods on time?
Companies Respondents Percentages

Birla 16 32%
Maiher 10 20%
Acc 9 18%
Jaypee 8 16%
Prism 7 14%
Total 50 100%
INFERENCE:
From the above table it is clear that most respondents have of the opinion that Birla
Company is the best to deliver goods faster than any other company.

9. Are you happy with companies reply?
Particulars No. of respondents Percentage
Yes 36 72%
No 14 28%
Total 50 100%
INFERENCE:
72% of the respondents are happy with the companies reply and 28% of the respondents
felt they were not happy with the companies reply.

10. How much Important is cement for building & which brand comes first in your
mind?
Company Respondents Percentage

Birla 18 36%
ACC 10 20%
Mather 9 18%
PEISM 8 16%
Jaypee 5 10%
Total 50 100%
INFERENCE:
From the above table most of the respondents are of the opinion that Birla cement Brand
comes to their mind when they think of constructions of Buildings or Anything which is
followed by Ace, Maiher Peism Jaypee.

11. Do you know about Birla Cement?
particulars No. of respondents percentage

Yes 42 84%
No 8 16%
Total 50 100%
INFERENCE:
From the above table we came to know that 84% of respondents do know about Birla
company cement and other 8% said they don't know about it.

12. If yes how did you came to know about Birla Cement?
Media Respondents Mouth to mouth

TV 22 44%
customers 15 30%
News paper 13 26%
Total 50 100%
INFERENCE:
From the above table we come to know that 44% of respondents have come to know about
Birla from Advertisements in TV, and 30% from customers who has already purchased
and happy with the purchase they have made for their purpose and 13% of respondents
came to know about Birla cement through News paper.

13. Did the Advertisement motivate you?
Particulars Respondents percentage

A bit 21 42%
Don't know 12 24%
Highly motivated 9 18%
Not at all 8 16%
Total 50 100%
INFERENCE:
From the above table we come to know that Advertisement don't have much Importance
on the buying decision of the respondents and only 18% are highly motivated by the
advertisements .

14. What are the factors that motivated you to purchase Birla Cement?
Factors Respondents Percentage

Quality 18 36%
Durability 11 22%
Brand 11 22%
Price 10 20%
Total 50 100%
INFERENCE:
From the above table we come to know that Quality is the main reason for purchasing
Birla company Cement and 22% each have of the opinion that Durability and brand is also
the reason for Purchasing of Birla company cement.

15. How much importance do you give for strength of the cement?
Strength of Cements Respondents Percentage

Very important 20 40%
Important 15 30%
Less Important 10 20%
Not At all Important 05 10%
Total 50 100%
INFERENCE:
From the above table we come to know that most of the respondents will give heavy
importance to the Strength of cement and only 05% of the respondents don't give the
importance to strength of the cements.

16. Have you made anyone to purchase Birla Shakti Cement
Particulars Respondents Percentage

Yes 40 80%
No 10 20%
Total 50 100%
INFERENCE:
From the above graph show that customer has satisfied by Birla shakti cement and suggest
to other to purchase the Birla shakti cement it, and some of (20%) customer are not
satisfied with cement and didn't suggest to anyone

CHAPTER VII
SUGGESTION AND CONCLUSION

Suggestion and Conclusion.

Birla Cement can easily increase its market share in Satan market by giving more attention
to various element of marketing mixture. For this purpose suggestions are followings:-
FOR PRODUCT
1. Company should invest more on R&D.
2. Company should improve packaging because some complaint about the
Packaging is found.
3. Company should give more training to workers about total quality
Management.
4. Company should organize more mansion meet, so that opinion and
SUGGESTIONS OF THE USERS CAN BE KNOWN.

FOR PRICE
1. Price fluctuation is one of the complaints from dealers and retailer; company should fix
prices at least for one month.
2. Company should also give credit facilities to dealers and retailers.
3. Price of brand should be reasonable and not more than competitor's price.
4. Company should fix certain amount of margins for dealers.
FOR PROMOTION
1. Company is for behind in comparison to its competitors in all mode of advertisement,
hence budget for it should be increased and serious attention should be paid on it.
2. Company should provide good incentives scheme to dealers and retailers.
3. Dealers and retailers meet should be organized to understand and solve their
problem, and utilize as promotional method.
FOR PLACE
1. Birla distribution channel is not so strong in comparison to others, especially in Madhya
Pradesh; hence company should pay attention to it.
2. Company should increase its number of dealers for easy availability.
3. Company should supply the cement directly to its heavy users i.e. railway.
CONCLUSION
From the above survey we found that the customer of the Birla Shakti cement
company clearly stated that the Birla Shakti cement is good. Company in the way of
satisfying the customers through giving good service and good quality and reasonable
price of Rs. 260 (50kg). But some of customers want to improve the quality of the product
as they were asked for suggestions they reply. And those satisfied customer suggested to
others to purchase the Birla Shakati cement but somehow 20% of customers were not
satisfied by the product. Company has to improve over all activity to satisfy those 20% of
customer to get good name in the business.

ANNEXURE
 Questionnaire
 Bibliography

QUESTIONNAIRE
Dear Respondent,
I am Bhavana .P pursuing BBM in Acharya Tulsi National College of Commerce
Shimoga. We have to undergo project report in final year BBM. My topic is “Consumer
attitude towards Birla Shakati Cement”. I need your expensive time. I assure u
that this survey is only for academic purpose.
Thank you,
Yours Faithfully,
PART-A
1. Name:
2. Address:
3. Sex:
Male [ ] Female [ ]
4. Age
18-25 years [ ] 26-50 years [ ]
Above 50 years [ ]
5. Qualification:
Under graduate [ ] Graduate [ ]
Post graduate [ ] others [ ]
6. Occupation :
Student [ ] Government Employee [ ]
Private employee [ ] Self employee [ ]

PART-B
7. How many companies have you dealt till now?
Only one [ ]
Two [ ]
More than two [ ]
8. Which company do you think is the best?

Birla [ ] ACC [ ]
Japee [ ] Prism [ ]
Maiher [ ]
9. Which company is best is quality?

Birla [ ] ACC [ ]
Japee [ ] Prism [ ]
Maiher [ ]
10. Best Customer satisfying company ?

Birla [ ] ACC [ ]
Japee [ ] Prism [ ]
Maiher [ ]
Give reasons …………………………………………………………
11. Which company deliver goods on time ?

Birla [ ] ACC [ ]
Japee [ ] Prism [ ]
Maiher [ ]
12. Are you happy with company’s reply?

Yes [ ] No. [ ]

13. How much Important is cement for building and which brand comes first in your
mind?
Birla [ ] ACC [ ]
Japee [ ] Prism [ ]
Maiher [ ]
14. Which company has best customer satisfaction?

Birla [ ] ACC [ ]
Japee [ ] Prism [ ]
Maiher [ ]
15. Do you know about Birla Cement?

Yes [ ] No. [ ]
16. If yes how did come to know about Birla Cement?

TV [ ] News paper [ ]
Mouth to mouth [ ]
17. Did the advertisement motivate you ?

Not at all [ ] Don’t know [ ]
A bit [ ] Highly motivated [ ]
18. What are the factors that motivated you to purchase Birla Cement ?
Brand [ ] Quality [ ]
Prize [ ] Durability [ ]

19. How much importance do you give for the strength of the cements ?
Not at all important [ ] Less important [ ]
Important [ ] Very Important [ ]
20. Have you made anyone to purchase Birla Shakhti Cement?

Yes [ ] No. [ ]
21. Any suggestions for your Birla Cement Co. Ltd.,
………………………………………………………………………………………
……………………………………………………………………………………
………………………………………………………………………………………
Date :
Place : Signature

BIBLIOGRAPHY
 MARKETING MANAGEMENT BY PHILIP KOTLAR.

 RESEARCH METODOLOGY BY C.R.KOTHARI.
 MARKETING RESEARCH BY TALL, DONALS & HOWKINS.
BUSINESS MAGZINES
 BUSINESS TODAY
 BUSINESS WORLD
 NEWSPAPERS
 ECONOMIC TIMES
BIRLA CORPORATION LIMITED ANNUAL MAGAZINES AND

REPORTS.
 www.acclimited.com
 www.prismcement.com
 www.iilindia.com
 www.maiharcement.com
 www.birlacorporatiomcom

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CON SUMER ATTITUDE TOWARDS BIRLA SHAKTI CEMEN

“CONSUMER ATTITUDE TOWARDS “BIRLA

ATNCC, SHIVAMOGGA Page 1

ATNCC, SHIVAMOGGA Page 2

ATNCC, SHIVAMOGGA Page 3

ATNCC, SHIVAMOGGA Page 4

METHODS OF DATA COLLECTION

ATNCC, SHIVAMOGGA Page 5

TOOLS USED FOR DATA COLLECTION

ATNCC, SHIVAMOGGA Page 6

ATNCC, SHIVAMOGGA Page 7

 History of the product

ATNCC, SHIVAMOGGA Page 8

PORTLAND BLAST FURNACE SLAG CEMENT

PORTLAND POZZOLANA CEMENT

ATNCC, SHIVAMOGGA Page 9

The Product and Brand names are as follows

SPECIAL FEATURES BIRLA CEMENT SMART

ATNCC, SHIVAMOGGA Page 10

tourist place, annul gifts.

TECHNICAL CONSUMER SERVICE CELL

ATNCC, SHIVAMOGGA Page 11

(Vitruvius "The Ten Books of Architecture" Dover Publications 1960.)

The great mediaeval cathedrals, such as Durham, Lincoln and Rochester in

ATNCC, SHIVAMOGGA Page 12

Process lead to modern Portland cement:

ATNCC, SHIVAMOGGA Page 13

ATNCC, SHIVAMOGGA Page 14

Concrete is a material used in building construction, consisting of a hard,

ATNCC, SHIVAMOGGA Page 15

MARKETING AND POLICIES OF THE FIRM

PRODUCT MIX POLICY

PRICE MIX POLCY

PROMOTIONAL MIX POLICY

DISTRIBUTION MIX POLICY

ATNCC, SHIVAMOGGA Page 17

 HERITAGE OF THE COMPANY

ATNCC, SHIVAMOGGA Page 18

NON FERROUS METALS

ATNCC, SHIVAMOGGA Page 19

ATNCC, SHIVAMOGGA Page 20

ATNCC, SHIVAMOGGA Page 21

Birla Corporation limited is keenly aware of its social responsibility, it provides

ATNCC, SHIVAMOGGA Page 22

BCL CEMENT DIVISION

This plant manufacture varieties of cement, including Ordinary Portland Cement

ATNCC, SHIVAMOGGA Page 23

ATNCC, SHIVAMOGGA Page 24

CEMENT PLANTS OF BCL

Name Location Established Capacity (lakh tons per year)

2. Birla vikash cement

CRUSHING STACKING & RECLAIMING OF COAL

ATNCC, SHIVAMOGGA Page 25

CEMENT GRINDING & STORAGE

ATNCC, SHIVAMOGGA Page 26

ATNCC, SHIVAMOGGA Page 27

Liabilities Amt Assets Amt

ATNCC, SHIVAMOGGA Page 28

Trading Profit And Loss Account For Year Ended 31-3-2014

Particulars Amt Particulars Amt

TO Opening Stock 6,55,978.00 By Sales 11,59,860.00

" Bank Charges 785.00. " Trade Discount 5,300.00

" Electricity Charges 3,580.00 “Interest received 1,15,330.00