Documente Academic
Documente Profesional
Documente Cultură
1. INTRODUCTION TO PROJECT
3. CEMENT INDUSTRY
6. SURVEY FINDINGS
Annexure
o Questionnaire
o Bibliography
1
CHAPTER – 1
INTRODUCTION TO PROJECT
INTRODUCTION
METHODOLOGY
LIMITATIONS
2
CHAPTER – 1
INTRODUCTION
3
Marketers are caked upon to anticipate changes in the
marketing environment involving opportunities risks and
uncertainties. They are regained to forecast the direction and
intensity of there future change plant to meet anticipated
changes in the environment and secure favorable relationship
with the changing environment. To do there intelligent
planning marketers need information. Accurate sales
forecasting involves collection and processing of information.
We can have more accurate and reliable sales forecast,
marketing plans and programmes through organized
information system. We should have profitable marketing
activities, minimum risks and uncertainties.
4
opinion of dealers regarding marketing and other aspects of
Cement etc., and consumer’s opinion regarding ACC Cement.
5
SCOPE OF THE STUDY
METHODOLOGY
1. Primary data.
2. Secondary data.
6
LIMITATIONS
7
CHAPTER – 2
INTRODUCTION
PORTLAND CEMENT
PRODUCT HISTORY
PRODUCTION OF CEMENT
STORAGE OF CEMENT
8
CHAPTER – 2
PORTLAND CEMENT
9
properties are produced by varying the oxide composition and
also by adding small amounts of chemicals agents at the
clinker grinding stage or later. When mixed with water alone
to form hard mass. Early investigators advanced divergent
theories as to why Portland cement forms a rigid strong
coherent mass when it reacts with water. It has since been
established that a colloidal of high internal surface area is
formed. Whatever the extent of direct chemical continuity, it is
apparent that the large internal surface forces may also be
involved.
10
PRODUCT HISTORY
11
was commissioned to rebuild the Eddy stone light house off
the Cornwall port, in England.
12
PRODUCTION OF CEMENT
This was the process that achieved the 1st success in the
United States. Thi9s eventually led to complete adoption of
rotary kiln for production of cement. But in Europe the
continuously operating staff kiln is even used today.
PREVIOUS PROCESS:
13
Cement is a finely ground powder, usually grey which
when mixed with water hardens and develop-s strength
primarily because of large content of a hydrous calcium
silicates. The most common raw material is lime stone and
clay or share. The raw mix in finely ground and heated to
about 1500 degree celcious to decompose the calcium oxide
poultry fused clinker of marble size is produce the clinker is
then ground with the small amount of calcium sulphate
(gypsum). Then the content was obtained.
1. Dry process.
2. Wet process.
DRY PROCESS
14
CALCAREOUS MATERIALS AGRELLACEOUS
(LIME STONE ETC) MATERIALS (CLAY ETC)
CRUSHING CRUSHING
STORAGE STORAGE
STORAGE TANK
15
WET PROCESS
CRUSHING WASHING
CHANNELS
GRINDING MILL
FERMENTATION OF SLURRY
CORRCTING BASINS
STORAGE TANK
16
The mixing of raw materials involves four stages. They are
a. Size reduction.
b. Blending.
c. Liberating Carbon-di-oxide.
d. Pulverizations.
17
The list of cement is given here.
1. White cement
2. Color cement.
3. Water proof.
4. Acid Proof
5. Blast furnace.
6. High Alumina Cement
7. Ordinary Portland Cement
8. Expanding Cement
9. Pozzolana Cement.
10. Quick Setting Cement
11. Rapid Hardening Cement.
STORAGE OF CEMENT
18
sealed with the help of machine. Hence major problem of
storing and transporting has been averted.
19
CHAPTER-3
CEMENT INDUSTRY
COAL REQUIREMENTS
TRANSPORTATION
20
CHAPTER-3
CEMENT INDUSTRY
21
cement. India is also producing high strength cement like 43
grades and 53 grades. Low heat cement is produce for the
massive construction of Dames, Barrages, Deep foundation for
high rise building etc.
22
units in the organized sector for the manufacture of complete
cement plant with total installed capacity worth rupees 2000
million per annum. The total production rise from rupees 1900
million in 2000-01 to rupees 2250 million in 2001-02.
23
cements for instance Japan loads over 10,000 tons of cement
clinker a day as compared to India’s 3,000 ton a day.
COAL REQUIREMENTS:
24
it is to meet the countries demand on other rupees 150.000
million would be required for expansion and modernization.
This includes;
TRANSPORTATION
25
The cost of transportation and distribution constitutes a
large chunk of the price the customer pays for cement - it can
be as much as 30% at many locations in the country. For a
low value basic product like cement, minimizing of
transportation and distribution is in national interest to make
the economy more cost competitive.
26
diesel. Taking advantages of the effective caring capacity of
trucks, road transporter were offering competitive freight rate
by carrying mare than stipulated loads. However the
enforcement of carrying load restriction in the recent past in
many states has seriously disrupted road transport system in
the country. Freight has shot up with the demand for a higher
number of vehicles for the same impact on the cement
industry will ever more severe. Also pollution and traffic will
increase if the same volume is transported by large number of
vehicle.
CHAPTER – 4
27
INTRODUCTION
ACC - MILESTONES
ORGANISATION STRUCTURE
HUMAN RESOURCES
28
CHAPTER – 4
INTRODUCTION
29
variety of products in India with completely ingenious
technology. The company is known develops its own
technology called “ACC TECHNOLOGY”.
30
Over the years, ACC realized that people are as different as
they are similar. Different needs, different lives, different
dreams. With its depth of knowledge and width of experience
ACC, today, is poised to fulfill the hopes and aspirations of
people across the length and breadth of the country.
A strategic alliance
31
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.
32
ACC’s Head Office - Cement House,
121 Maharshi Karve Road, Mumbai.
33
ACC - Milestones
1936 Incorporation of The Associated Cement
Companies Limited on August 1, 1936.
34
1961 Manufacture of Hydrophobic (waterproof) cement
at ACC Khalari Cement Works in Bihar.
35
1993 ACC starts the commercial manufacture of Ready
Mixed Concrete at Mumbai.
36
Pursuant to the open offer, ACIL’s shareholding
in ACC increases to 34.69 % of the Equity share
capital of ACC.
2007 Commissioning of Modernization and Expansion
project at Chaibasa in Jharkhand, replacing old
wet process technology with a new 1.2 MTPA
clinkering unit, together with a captive power
plant of 15 MW.
ORGANISATION STRUCTURE
37
experts in various disciplines assisted by a dedicated workforce
of skilled persons. Quite a number of them have logged many
years of service with the organization. They come from all parts
of the country and belong to a variety of ethnic, cultural and
religious backgrounds. Because of such a cosmopolitan make-
up, ACC can rightly be said to embrace within its fold a family
that forms a 'mini-India'.
38
Drona Trophy - By Indian Bureau Of Mines for extra
ordinary efforts in protection of Environment and mineral
conservation in the large mechanized mines sector.
39
FIMI National Award - for valuable contribution in
Mining activities from the Federation of Indian Mineral
Industry under the Ministry of Coal.
CEMENT BUSINESS
40
READY MIXED CONCRETE
41
PROJECTS AND INVESTMENTS
DISINVESTMENT
CONSOLIDATION
42
CHANGE OF NAME:
DIRECTORATE
43
Mr. Haribhakti is Managing Partner of a leading
accounting firm “Haribhakti & Co” and CEO of “Haribhakti
Group” having a presence of more than five decades in the
areas of accounting, financial and management services in
India.
HUMAN RESOURCES
44
-TRAINING
- WELFARE
TRAINING
45
more effectively. Deputy Managers are put through a
managerial skills development program (MSDP) to instill the
skills required for responsible leadership and analytical
business situations. A management competency development
program (MCDP) supports this with niche training for
managers in their respective fields. And the cross-functional
skills development program (CFSD) helps broaden their
outlook. Finally, the general management course
(GENMANCO), and the strategic leadership development
program (SLDP) for senior managers and vice presidents,
respectively, help them to develop responsiveness towards the
current and future challenges by sharpening.
WELFARE
46
Over the years, the company's community welfare
schemes have continued to benefit the people around whom
ACC moves and has its operations with activities including
health care, adult education, irrigation, animal husbandry,
cottage industries etc.
47
THE ASSOCIATED CEMENT COMPANIES LIMITED
48
I. The audit committee have reviewed and the Board of
Directors of the company have approved the audited
Consolidated and Standalone accounts for the period April
to December-2007 at its meeting held on January 24, 2008
and the text of this statement was also taken on record.
YEAR
NINE
(NINE YEAR
MONTHS
MONTHS)
ENDED ENDED ENDED
DEC 31, DEC 31, MARCH
2007 2006 31, 2007
REVIEWE
AUDITED AUDITED
D
Rs.Crore Rs.Crore Rs.Crore
NET SALES / INCOME FROM
1 3861.18 3508.79 4864.72
OPERATIONS
LESS: EXCISE DUTY RECOVERED 497.72 464.39 637.50
NET SALES 3363.46 3044.40 4227.22
2 OTHER INCOME
i) Dividend 4.72 0.17 0.23
ii) Gain/(Loss) on foreign exchange (Net) (6.98) (3.88) (4.59)
iii) Other items 84.63 38.31 68.32
iv) Other non-recurring items 25.58 18.37 31.91
3 Share of earnings of Associates 1.20 0.35 0.82
TOTAL (1+2+3) 3472.61 3097.72 4323.91
4 TOTAL EXPENDITURE
a)( Increase) /Decrease in stock in trade (53.71) (62.35) (47.70)
b) Consumption of Raw materials 568.75 533.87 733.15
c) Staff cost 204.35 190.39 256.97
d) Power & Fuel 678.87 647.10 842.64
e) Outward Freight charges on Cement
532.72 404.40 542.24
etc.
f) Excise Duties (Net) 45.43 49.26 64.95
g) Purchase of Cement & Other Products 47.90 62.85 84.11
h) Other Expenditure 771.49 700.40 1037.28
Total Expenditure 2795.80 2525.92 3513.64
49
PROFIT BEFORE INTEREST,
5
DEPRECIATION, MINORITY
INTEREST, EXCEPTIONAL ITEMS
676.81 571.80 810.27
AND TAX (1+2+3-4)
6 INTEREST (NET) 65.97 71.08 92.54
7 DEPRECIATION 171.70 168.41 225.70
8 MINORITY INTEREST 4.13 4.13 6.11
PROFIT/(LOSS) AFTER MINORITY
9
INTEREST &
BEFORE TAX & EXCEPTIONAL ITEMS
435.01 328.18 485.92
(5-6-7-8)
1
EXCEPTIONAL ITEMS
0
a) (Provision) / Write back of
1.44 (0.50) (0.50)
contingencies
b) Profit on sale of undertaking-
174.05 - -
Refractory Business
c) Employees retirement Benefits (13.15)
d) Profit from Divestment of Subsidiary 69.00
1 PROFIT/(LOSS) AFTER EXCEPTIONAL
1 ITEMS
& BEFORE TAX ( 9+10) 666.35 327.68 485.42
1
PROVISION FOR CURRENT TAX 75.84 34.33 59.86
2
1
PROVISION FOR DEFERRED TAX 70.47 73.07 23.04
3
1
FRINGE BENEFIT TAX 6.31
4
1 PROFIT/(LOSS) AFTER PROVISION
5 FOR TAXATION
& EXCEPTIONAL ITEMS (11-12-13-
513.73 220.28 402.52
14)
1 Paid- up Equity share capital 184.72 179.57 178.74
50
6
( Face value per share Rs.10 )
1 Reserves excluding Revaluation
1966.89 1501.19
7 Reserves
1 Basic Earnings per
28.33 12.36 22.58
8 Share Rs.
Diluted Earnings per
27.46 11.91 21.73
Share Rs.
1 Aggregate of Non-Promoter
9 Shareholding
12254633
Number of Shares 178416154 178533611
6
Percentage of shareholding 66.42% 100% 100%
51
V. Turnover and Profits
CONSOLIDATED
The profit after tax for nine months ended December 31, 2007
increased to Rs. 513.73 crore including profit on sale of
Refractory business and profit on sale of subsidiary as
compared Rs. 402.52 crore for financial year 2006-07 (12
months).
Sale of cement for nine months ended December 31, 2007 was
12.97 million tones as compared to 16.57 million MT for the
financial year 2007 (12 months). Sales turnover for nine
months ended December 31, 2007 was Rs. 3,363.46 crore as
compared to Rs.4227.22 crore for financial year 2004-07 (12
months).
Interest cost (net) was Rs. 65.97 crore for nine months ended
December 31, 2007 as compared to Rs. 92.54 crore for
financial year 2006-07 (12 months). Depreciation was higher
at Rs. 171.70 crore as compared to Rs. 225.70 crore for
52
financial year 2006-07 (12 months).
IX . Merger
53
numbers of subsidiaries are reflected in the results of the
company.
X. Acquisition
XI Outlook
XII Dividend
(M.L.Narula)
54
MANAGING DIRECTOR
Our Vision
55
The company's various businesses are supported by a
powerful, in-house research and technology backup facility -
the only one of its kind in the Indian cement industry. This
ensures not just consistency in product quality but also
continuous improvements in products, processes, and
application areas.
F. E. Dinshaw – the
founder of ACC
56
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’.
Heritage
57
58
CHAPTER – 5
FIRM PROFILE
(SRI SHABAREESH AGENCIES)
MARKETING PROBLEMS
59
CHAPTER – 5
FIRM PROFILE
60
He made his name to be at the top of the town. He
mainly dealing with constructions steel equipments and
cement in the name style of Sri Karthik Hardwares. First it
was situated in 3rd cross, Garden area and after one year he
shifted for his own premises situated at Durgigudi, main road.
He was dealing with number of brands of cement with quality,
such as.
1. ACC
2. BAGALKOT
3. DIOMOND
4. RAASHI
5. CORAMANDAL etc.,
61
And as C&F agent he has got 9 staff members in the
Office, and 80 Hamals at the godown, and 100 at the Railway
station, and he has owned by 20 Lorries for clearing the
Cement.
CAPITAL STRUCTURE
At that time the initial capital of the firm was 5, 00,000.
The firm started this by taking Loans from Vysya bank
shimoga. It includes the cost of Furniture, advance of
building, lighting arrangements etc., the firm involves in
dealing with cement products according to the customer
behavior with reference to various brands of the products.
62
Table No-1
63
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.
64
pricing, collection, service documentation, reporting, and
acknowledgements etc.
65
MARKETING PROBLEMS
1. Competitive market.
2. Price fluctuation
3. Consumer awareness
4. product advertisement
5. Location of the Firm
6. Size of the firm.
66
CHAPTER – 6
SURVEY FINDINGS
INTRODUCTION
MEANING OF SURVEY
67
CHAPTER – 6
SURVEY FINDINGS
INTRODUCTION:
MEANING OF SURVEY
68
selecting of customer is made on the basis of sampling method
and to those4 selected customer are given the format of
questionnaire and are requested to fill it on return to us.
69
5. Indefinite and vague problems and suggestion provide by
the customer etc.,
70
Table No-1
71
Graph showing the Distribution of cement consumer
interviewed in different areas in Shimoga district
Sagar Shimoga
10% 24%
Hosanagara
Soraba 5%
13%
Bhadravathi
19% Thirtahalli
29%
72
Table No-2
Table showing the distribution of cement consumer according
to brand and area interviewed.
73
Graph showing the distribution of cement consumer
according to brand and area interviewed
74
40
35
30
25
20
15
10
0
NUMBER OF A.C.C INDIAN CEMENTS Grashim OTHERS
CONSUMERS
Table No-3
75
76
Graph showing the distribution of respondents under
Income groups.
35 32
30
26
24
25
18
20
15
10
0
Below 10,000 10,000-15,000 15,000-25,000 Above 25,000
Table No-4
77
Table showing consumer’s opinion about the ACC cement in
Shimoga as per their Occupation
78
respondents 7 have respond Excellent, 11 have respond good
and only 1 responded Not bad.
79
TABLE NO-5
80
Graph showing the respondents using ACC cements as
per their occupations
25
21
20
15
15 13
12
11
10 10
10 8
0 0 0
0
Uses Business Salaried employees Profession Others
81
Table No-6
The above table show that the first occupation group i.e,
Business mans are using 36 in that, 12 respondents are using
ACC, 8 were Indian Cements, 6 were Raashi and 10 were other
Cements.
In second group i.e, 28 respondents are salaried
employees. Among them 10 were using ACC, 6 were using
Indian cements, 8 were using Grashim and 4 respondents
using other cements respectively.
82
Graph showing the distribution of cement consumers
according to their occupations
83
14
12
10
0
Acc Indian Cement Grashim Others
Table No 7
84
responds good, 8 responds satisfactory and 7 respondents
respond not bad.
85
Graph showing the opinion of the consumers about ACC cements from
the following aspects
Better
33%
Not bad
12%
Satisfactory
37%
Good
19%
86
Table No-8
Number of Percentage
Dealers in Shimoga
consumers
Sri Ganesh Steels 36 36%
K.S. Narayana settee & 20 20%
sons 28 28%
Salamath enterprises 16 16%
Sagar traders
Total 100 100%
87
Table No-9
88
Graph showing the consumers are come to know about
Shabareesh agencies from different aspects they are shown
below
38
40
35
30 26
25
18
20
15
10
10
0
Friends Advertisement Dealers Contractors
89
Table No-10
Price 24 24%
Brand Image 12 12%
Quality 42 42%
Door Delivery 22 22%
Total 100 100%
90
Graph showing the factors which have influenced the
consumers to buy ACC cements they are shown in the table
91
Price
24%
Door Delivery
22%
Brand Image
12%
Quality
42%
SUMMARY OF OBSERVATION
92
due to high pricing of cement and which is going on increasing
they had to give up. We can also infer that ACC cement has
got a good scope for marketing in shimoga.
1. ACC
2. RAASHI
3. DIOMAND
4. BAGALKOT.
In Shimoga ACC is the first Cement sold in terms of
quality.
93
94
CHAPTER – 7
SUGGESTIONS
CONCLUSION
95
CHAPTER – 7
SUGGESTIONS
96
Sri shabareesh agencies should adopted different media of
advertising in shimoga city in addition to the effort of the
manufacturer.
The prospective customer should be given promotional
benefit. There fore promotional efforts are to be taken in
effect continuously so that as prospective customer will
develop a linking towards the product.
Sri Shabareesh agencies should have sufficient vehicle to
deliver the cement bag to the dealers who comes from
outside villages.
Sri Shabareesh Agencies should give regular Service.
CONCLUSION
97
Annexure
CONSUMER QUESTIONNAIRES
I am a student of final year BBM, Govt. First Grade College,
Shimoga. As apart of my BBM course. I have selected
“MARKETING OF ACC CEMENTS” A case study of Shabareesh
agencies, Shivamogga, kindly fill it up the questionnaire and give
suggestion for the study. The information supplied by you will be kept
conditional and will be used for only academic purposes
Your Sincerely
PARAMESHWARAPPA H.S
CONSUMER QUESTIONNAIRES
1. Name :
2. Address :
3. Occupation :
4. Annual Income:
98
5. Have you ever purchase cement?
a) Yes [ ] b) No [ ]
99
b) Dealers [ ] d) Contractors [ ]
10. What are the factors which have influenced to buy ACC
cement?
a) Price [ ] c) Brand Image [ ]
b) Quality [ ] d) Door Delivery [ ]
11. Do you get any facilities?
a) Yes [ ] b) No [ ]
14. Are you satisfied with the service offered by the dealers?
a) Yes [ ] b) No [ ]
15. Any suggestions:
--------------------
Date:
Place: Signature
100
BIBLIOGRAPHY
www.google.com
www.accindia.com
101