 A PROJECT REPORT

ON
 MARKET SURVEY OF
CEMENT COMPANIES IN
ROPAR AND KURALI
CITIES
SPECIAL THANKS
To Prof. Monika Thakur because this project
report could not have been completed
without her guidance and my industrial
Guide Mr. Sanjeev Nanda of Ambuja

Cement Limited
Chandigarh.

I am also grateful to Prof. Ms. SHIVALI

DHINGRA, Head of
the Institute, Amity Global Business School,

Chandigarh, for
permitting me to undertake this study.


AMBUJA CEMENT Ltd . An
Introduction
The Company was Incorporated on 20th
October 1981 as Ambuja Cements Pvt. Ltd.
The Company was converted into a public
limited company on19th March 1983 and
its name was changed to Gujarat Ambuja
Cements Ltd. on 19th May 1983.
Today, Ambuja is the 3 rd largest cement
company in India, with an annual plant
capacity of 16 million tonnes including
Ambuja Cement Eastern Ltd. and revenue
in excess of Rs.3298 crores
First plant set up in record
time

When Ambuja set up its first plant in 1986,

the accepted time period for installing a
plant was 3 years.
Ambuja, did it in less than 2 years. And with
a significantly lower capital expenditure
Branding a commodity

Cement is a commodity, sold largely on

price. Ambuja Cement was the first
company to create a brand out of cement
and command a premium.

 Expor ts

Ambuja Cement exports almost 17% of its

production in a very competitive
international environment. For the last ten
years, Ambuja Cement remains India’s
highest exporter of cement.
This has been possible for two reasons –

One, the quality of cement matches the best

in the world.
Two, the dedicated bulk cement
transportation capability at our Gujarat
plant.

Milestones

Building of a cement plant in record 13

months.
2.8 kilometer conveyor belt running through
three hills was constructed in just 9
months.
Introduced a completely new system of
transporting cement in India – the bulk
cement transportation by sea.
Introduced complete blast free limestone
mining by using the surface miner in
limestone mining for the first time in India.
Created water reservoirs in used up mines
and raised the water table in arid areas.
 Plants have achieved the lowest pollution
Recognition

 National Award for commitment to quality by the

Prime Minister of India.
 National Award for outstanding pollution control
by the Prime Minister of India.
 Eco-Gold Star by TERI
 Best Export Award by CAPEXIL.
 Award for Corporate Social Responsibility
by Business World – FICCI
 International AwardFor Rural Development
by Asian Management Institute (AIM)
 ISO 9002 Quality Certification.
 ISO 14000 Certification for environmental
systems.

Major Achievements of
Ambuja Cement

 Most profitable cement company in India.

 Lowest cost producer of cement in the world.
 Its environment protection measures are at par with
the best in the world. The pollution levels at all its
cement plants are lower than the rigorous Swiss
standards of 100 mg/NM3.
 The only cement company to be awarded with the
National Quality Award.
 First cement company to first to receive the ISO 9002
quality certification.
 Received ISO 14000 Certification for environmental
systems.
 India's largest exporter of cement.
 Received Best Award for highest exports by CAPEXIL.
 First company to introduce the concept of bulk
cement movement by sea in India.

PRODUCT DETAILS
Ambuja Cement is the flagship brand of
Ambuja. A unique outcome of international
expertise, this super performing cement
has been developed taking into
consideration the weather conditions in
India and practices of home building.
Ambuja Cement is available in Portland
Slag Cement (PSC) and Portland Pozzalona
Cement (PPC) variants.

INTRODUCTION TO THE
PROJECT

Project is titled as “THE MARKET SURVEY OF

VARIOUS CEMENT COMPANIES IN ROPAR
AND KURALI CITIES” of Distt. Ropar in
Punjab.

Objective :-
This project is about the study of various
market share occupied by different cement
companies like ACC, Ambuja cement, Birla
cement, Shree cement, Jaypee cement, JK
cement, Ultratech, And others.
Project is also about the study of different
pricing pattern of different cement
companies and their comparative study.
This project also include the difference
between the billing price and selling price
of different cement companies.

RESEARCH METHODOLOGY

 RESEARCH DESIGN - EXPLORATORY

RESEARCH
DESIGN

Area of Study
The study has been carried out in the Ropar

and Kurali cities of Punjab.

Time Schedule
 The study has been carried out in the
period between 15th June 2009 to 015th July
2009.

DATA COLLECTION: -
 

The data used for the study is of Primary

nature.
The sources for the data have been: -

Direct contact with the retailers and dealers

of cement in both cities.
Other information required for the study has
been gained from the project guide.

ANALYSIS AND
INTERPPRETATION :-

Dealer’s preference for the storage of

cement brand in Ropar City :-


Sr. No. Company No. of Percentage

Dealers/RTL
1. Ambuja 5 20%
2. ACC 10 80%
3. Shree -
4. Jaypee -
5. Ultratech -
Gr aphical r epr esentation of Cement
Companies in Ropar city :---
ANALYSIS AND
INTERPPRETATION:-

Obviously, maximum dealers, which are

about 80% , come with ACC and rest 20%
are occupied by Ambuja since there are
only these two are the major players in the
market. Rest companies are trying to
occupy their position in the market.

 PRICING PATTERN : ROPAR
S r. n o . B ra n d P ro d u ct B illin g W h o le sa l R e ta ile r
N am e P rice e P rice P rice
( Rs ./ Bag ) ( Rs ./ Bag ) ( Rs ./ Bag )
1. A m b u ja PPC 2 4 5 -2 4 8 2 4 8 -2 5 2 2 5 0 -2 5 5
R s. R s. R s.

2. ACC PPC 2 4 5 -2 4 8 2 4 8 -2 5 2 2 5 0 -2 5 5
R s. R s. R s.

3. S h re e - - - -
ANALYSIS AND
INTERPPRETATION :-

Dealer’s preference for the storage of cement

brand in Kurali
City :-
Sr. No. Company No. of Dealers/RTLPercentage

 1. Ambuja 1 30%

2. ACC 5 46%

3. Ultratech 1 11%

4. Birla 2 .5%

5. Shree 1 11%

6. JK 1 1.5%
Graphical representation of
Cement Companies in Kurali
city
ANALYSIS AND
INTERPPRETATION :-

Maximum of market share are occupied by

ACC almost 46%
and than Ambuja about 30%. Rest of market

share are occupied

by Ultratech, JK, Shree and Birla.
 WHOLESALE PRICE/RETAIL
PRICE ANALYSIS FOR KURALI
Sr. no. Brand Name Product Billing Price Wholesale Price Retailer Price
(Rs./Bag) (Rs./Bag) (Rs./Bag)

1. Ambuja PPC 249 Rs. 249 Rs. 250 Rs.

2. ACC PPC 249-252 Rs. 247-252 Rs. 250-255 Rs.

3. Ultratech PPC 252 Rs. 245 Rs. 250 Rs.

4. Birla PPC 244 Rs. - 250 Rs.

5. Shree PPC 248 Rs. - 252 Rs.

6. JK PPC 240 Rs. _ 244 Rs.

 FINDINGS
REASONS STATED BY RETAILER FOR
BRAND
PREFERENCE :-

AMBUJA

Customers preference
Good cement, plastering work is good
Good name in market
Better packaging

ACC


People ask for ACC

Service is good
Very superior quality cement as compared to
others.
They have same price prevailing for
wholesale at dealers/stockiest retailers
end.



 GRASIM(Birla plus)
Price is suitable as per consumer pocket
Rate & profit
 

 SHREE
Price is suitable as per consumer pocket
Rate & profit

PROBLEM FACED BY:

STOCKIEST :-
None of the stockiest had any complains
about any brands, in regards to the price,
transport, service etc.
Stockiest are satisfied with the companies
service.
RETAILERS REGRETS (Ambuja)
The stockiest occasionally inform about the
price change in market.
Price should be stabilized in market.

LIMITATION OF THE STUDY :-

Lack of cooperation of retailers in giving

interview .
It was found that dealers showed more
inclination towards the brands which gives
them more margin when compared to
others.
It was experienced that during the survey it
was difficult to convince or make the
retailers understand the importance of the
project.
Retailers and dealers thought that it was
unwise for them to give the details of their
business as they feared competitors would
SUGGESTIONS

A very exhaustive study has been made, keep in



essence of the objective of the project. With the

efforts put on the project a detailed analysis was
conducted and result were derived, based on
the results and market response few
suggestions are discussed below :-  
 A price fluctuation creates problems for retailers
as the commitments of the price customers…
 At time it has been seen that the delivery
commitments on the side of the company is
not prompt, this creates a bad name and again
business is lost.
 On interviewing Dealers/retailers the most
important thing they said was about the price
flexibility to play in the market
CONCLUSION
 Although Ambuja Cement Ltd. Has a good
name in the market and has second highest
market share in both the cities that is Ropar
and Kurali but difference between first and
second position is quite large that is 40-60%.
The main reason for the difference the weak
marketing strategy of the company and price
instability of the company. So to increase the
market share of the company in the market
and to overtake ACC the company has to
stabilize its price and have to come with a
strong marketing strategy.
 The market survey undertaken shows that
effective marketing efforts play a vital role in
creating the goodwill for the brand. The
distribution channel of cement industry must
be well designed and made effective this
ensures timely availability of cement


THANKU
