bharathi cement
TRANSCRIPT
CONTENTS
INTRODUCTION
CEMENT – PRODUCT HISTORY
CEMENT INDUSTRY
1.BHARATI CEMENT COMPANIES LTD
2.FIRM PROFILE (SRI SHABAREESH
AGENCIES)
SURVEY FINDINGS
SUGGESTIONS AND CONCLUSION
Annexure
o Questionnaire
o Bibliography
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CHAPTER – 1INTRODUCTIONIntroductionAims and objective Scope of the study Methodology • Limitations
CHAPTER – 2CEMENT – PRODUCT HISTORY• Introduction• Portland cement • Use of Portland cement • Product history • Production of cement • Modern process of manufacturing cement • The modern process • Types of cement available • Storage of cement
CHAPTER-3CEMENT INDUSTRY• Cementing construction sector• Coal requirements• Transportation
CHAPTER – 4The Bharathi Cement Company Profile
CHAPTER – 5FIRM PROFILE (SRI SHABAREESH AGENCIES)
• Cement dealers in Shimoga• Marketing and policies of the firm • Marketing problems
CHAPTER – 6SURVEY FINDINGS • Introduction• Meaning of survey • Objectives of the survey• Limitations of the survey• Analysis of the survey
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• Consumer survey findings
CHAPTER – 7SUGGESTIONS AND CONCLUSION• Suggestions• Conclusion
Annexure• Questionnaire• Bibliography
“CONSUMERS ATTITUDE TOWARDS Bharathi CEMENTS”, A case study
of SRI SHABAREESH AGENCIES, Shimoga
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CHAPTER – 1
INTRODUCTION
INTRODUCTION
AIMS AND OBJECTIVE
SCOPE OF THE STUDY
METHODOLOGY
LIMITATIONS
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CHAPTER – 1
INTRODUCTION
Indian Marketing Environment is largely described as
sellers market. We have chronic shortages and scarcities
particularly in convenience goods. Demand is invariably
greater than supply. Purchase power do masses is limited
more than 30% of our population have income below poverty
line bulk of our population resides in villages and marketers
have yet to capitalize rural marketing opportunities. The
consumers are ignorant, illiterate, unorganized and hence
they have weak bargaining power. Most of our business
enterprises are still having selling concept, which is product
oriented marketing approach. Bigger business houses
having national markets are adopting integrated corporate
planning and market planning as well as strategic market
programmes.
Marketing Research and information as well as strategic
marketing planning have very limited scope at present. A
change is taking place in the marketing environment at a
reasonable speed and many consumer oriented marketing
companies are beginning to realize the pressure of
competition and buyer’s market.
But the transaction to marketing orientation is a long
and difficult process. Marketing research has a bright future
in the feature of matured economy.
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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.
This project report offers detailed regarding marketing
of Cement in general and marketing performance and
marketing share of Bharathi cement. It also deals with a
case study of SRI SHABAREESH AGENCIES, SHIMOGA,
reference have been made to marketing of other Cements
also so as to bring out comparative cements.
In the modern world Cement has gained so much
recognition that no building is built without Cement. It is
deemed to be the best and only construction material at
present. Even though cement is used by almost every man
he does not know much about it.
This project report attempts to bring about details
regarding history, manufacturing process, types of cement
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available, problems in marketing if cement and other details
regarding cement. Efforts have also been made to get the
opinion of dealers regarding marketing and other aspects of
Cement etc., and consumer’s opinion regarding Bharathi
Cement.
Attempts have also been made to assess the marketing
performance of SRI SHABAREESH AGENCIES and certain
suggestions have also been given for improvement of
marketing strategy by adopting suitable marketing
programmes.
AIMS AND OBJECTIVE
1. To know about the process of manufacturing cement.
2. To know about the raw materials used in the process.
3. To analyze the sales performance of Bharathi cement in
General.
4. To analyze the sales performance of Cement by SRI
Shabareesh Agencies.
5. To assess marketing strategy adopted by SRI
Shabareesh Agencies.
6. To analyze the general problems in marketing of
cements and specific problems confronted by Sri
Shabareesh Agencies.
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7. To know consumer preference towards various brands
of cement especially towards Bharathi Cement.
8. To give specific suggestions for improvement pf
marketing strategy of Sri Shabareesh Agencies.
SCOPE OF THE STUDY
The scope of this report is restricted to the study of
consumer preference and Dealers opinion regarding
marketing of Bharathi Cement in Shimoga City.
This report includes the efforts that have been taken up
by the Bharathi cement Companies Limited to improve the
quality and sales and also the efforts that have been taken
up by Sri Shabareesh Agencies” to increase the sales of
Bharathi cement in Shimoga city.
METHODOLOGY
The Method adopted to conduct this study may be
classified into 2 types. The information has been gathered
through two sources.
1. Primary data.
2. Secondary data.
The primary data has been collected through personal
interview and by observation. It has been collected directly
from the Firm Proprietor’s information are collected by
observational methods. Sources of Secondary data like News
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papers, Magazines, Books, Internet helped a lot in preparing
this case study.
LIMITATIONS
Since Cement is used only in the process of
construction. It is rather difficult to get respondent
everywhere. It is also difficult to known the opinion of
respondences each and every one will have qualitative
knowledge about Cement.
There are channel of respondent issues being this
chance whether it may be a wrong or right this; may create a
bias in response. However it has been avoided as for as
possible.
The scope of study reconfirmed to shimoga only. The
reference has been drawn with the help of opinion of both
consumer’s and dealers of Shimoga town. There may be
channel of inference becoming unsuitable in, such marketing
environments which have completely a different set up of
marketing friend’s.
As Cement is a product confirmed to person who are
involved in the process of construction. It is very difficult to
get information for every one.
Even though it is difficult all attempts as have been
made and necessary precisions have been taken to award
bias and get answer to make the report a relative one.
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CHAPTER – 2
CEMENT – PRODUCT HISTORY
INTRODUCTION
PORTLAND CEMENT
USE OF PORTLAND CEMENT
PRODUCT HISTORY
PRODUCTION OF CEMENT
MODERN PROCESS OF MANUFACTURING CEMENT
THE MODERN PROCESS
TYPES OF CEMENT AVAILABLE
STORAGE OF CEMENT
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CHAPTER – 2
CEMENT – PRODUCT HISTORY
INTRODUCTION [Origin of the word Cement]
The word “CEMENT” is from the Swan “to cut” and
originally had reference to store cuttings used in lime mortar.
Then it is logical that in to middle age of the substances
known as “MORTAR” which is now used to the word was
commonly called as “CEMENT”. In correct modern age,
cement generally mean the substances which binds the
stones or bricks with which are built and term may be used
with respect to any materials serving such a purpose.
PORTLAND CEMENT
Port land Cement is a finely ground powder, usually
grey which when mixed with water hardens and develops
strength primarily because of a large content of hydrous
calcium Silicates. There and other constitutes react
chemically with the water by hydration and hydrolysis. The
most common raw materials are lime stone and clay or shell.
It is produced by burning at high temperature materials
containing lime, alumina, iron and silica in predetermined
proportion to given the desired and properties.
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Normally, Gypsum or its derivatives are added during
grinding stage for set control. Portland cements with special
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.
USE OF PORTLAND CEMENT
A mixture of cement and water is called neat cement
paste, whether fresh or hardens. In some grunting
operations, including oil well cementing, the paste is used as
such. Generally however, it constitute two hardening
ingredient in mortar or concrete. This use of sand and stone
filler called aggregate is an economy and also reduces
shrinkage. Another use Portland cement is in soil cement
mixtures used as pavement base. Portland cement is also
mixed with asbestos fiber and water and processed to make
special products. Like organize plastics it derives much of its
utility from the fact that it is readily cost or molded into
shape. Concrete is used, extensively for shielding against
nuclear radiation. It is used around reactor and partial
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accelerators and for construction of radiation shelters.
Sometimes special, heavy aggregates are used to reduce
required thickness.
PRODUCT HISTORY
The origin of cement dates back to the earlier
centuries. The first people to use the materials for binding
were the Egyptians. The Egyptians used impure Gypsum
plaster as mortar in constructing the famous pyramids once
of the seven wonders of the world. Greeks used slacked lime
for the purposes of construction. The Roman learned the use
or the utility of the binding materials from Egyptians and
Greeks. The Romans and Greek made a pozzolanic mortar
by mixing finely ground volcanic material with lime. The
word “Pozzoland” is derived from the word “pozzuoli”, name
of a place in Italy.
The Romans used powdered pottery fragments as
possalana or binding materials. The pozzolanic cements as
they were called were made by mixing the volcanic stuff and
powdered pottery fragments with lime and water. This
mixture was found to have the resistance needed for
exposing to water and air for a long times. At that time there
were the only mixture or cement as thus are called were
suitable for any type of exposure. Such cements are used to
constructing the famous structures as the Roman Pantheon
and coliseum.
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The middle ages the quality of mortar declined. It was
commonly a sand-mortar lime mixture. The decline in the
quality of the mortar was the insufficient burning of lime.
It was in the 17th century that the actual compositions
by cement began to get its shape. In 1756 when John
Smeaton was commissioned to rebuild the Eddy stone light
house off the Cornwall port, in England.
At that time lime pozzalana was the only recognized
material for under water construction. But he was not
satisfied with the mixture semitone. Experimented with lime
and he found that clay constituted a considerable part of
lime. He is thus credited as the first person to find the
constituents of the hydraulic lime.
In 1796 James parker of England, patented a hard
burned impure lime. He used it as the binding material. It
did not slake (absorb water and crumble) when it was
exposed to water or air. He called it as the “Roman
Cement”. But this type if cements required as they were in
the form of crystals. This cement was the basis on which the
“National Cement” as it was called was produced in the
1820’s. But the only difference was the Natural Cement was
the mixture of hard burned impure lime and cement rock. A
type of rock which was available in U.S.A. thus the
foundation for the cement Industry was laid.
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In 1824, a process of making cement was patented by
Joseph Apsdin in England. He named the cement as Portland
cement. This was because the cement products had the
resemblance of the Portland in England Apsdin, so confirmed
the name to the cement. Modern cement in logical and
scientific development from natural cement.
PRODUCTION OF CEMENT
Methods of production of cement have changed greatly
over the years. It has changed so much that there old
process has no connection with the modern process. Earlier,
the fire which was used to burn the raw materials was done
in a fixed place i.e., it was stationer; it could not be moved or
rotated. After a few years intermittently operated kilns were
used. The production was done on a small scale. The kilns
which were used for burning underwent great changes. The
most notable was the introduction of the rotary kilns. In
1877 T.R. Crompton obtained a British patent as a rotary kiln
for the purpose was not a success. Fredrick Ransance
obtained British and U>S> patents in 1885 and 1886
respectively.
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.
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MODERN PROCESS OF MANUFACTURING CEMENT
PREVIOUS PROCESS:
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.
This was the type of manufacturing process which was
in use in the earlier days.
THE MODERN PROCESS
The modern manufacturing process of cement is of two
type.
1. Dry process.
2. Wet process.
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FLOW DIAGRAM SHOWING MIXING OF RAW
MATERIALS
DRY PROCESS
CALCAREOUS MATERIALS AGRELLACEOUS (LIME STONE ETC) MATERIALS (CLAY ETC)
CRUSHING CRUSHING
FUSE GRINDING IN BALL FUSE GRINDING IN VALL MILLS AND TUBE MILLS MILLS AND TUBE MILLS
STORAGE STORAGE
MIXING OF RAW MATERIALS IN CORRCT PROPORTION
STORAGE TANK
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WET PROCESS
CALCAREOUS MATERIALS AGRILLACEOUS (LIME STONE ETC) MATERIALS (CLAY ETC)
CRUSHING WASHING
STORAGE IN SIDE SILOS STORAGE IN BASINS
CHANNELS
GRINDING MILL
FERMENTATION OF SLURRY
CORRCTING BASINS
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STORAGE TANK
The mixing of raw materials involves four stages. They
are
a. Size reduction.
b. Blending.
c. Liberating Carbon-di-oxide.
d. Pulverizations.
The procedures are the phases are almost identical in
both the process.
The phases are step that are involved in the
manufacturing process is
a. Mixing of raw materials
b. Burning.
c. Grinding.
TYPES OF CEMENT AVAILABLE
Till a few years back in India only ordinary Portland
cement was produced. But they were not ideal for extreme
weather in certain part of the country. Also this cement did
give good outlook if not pointed therefore the manufacturers
come to know about these factors and have manufacture
different types.
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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
Cement should be stored very care fully. That is in
huge closed containers that is silos. It is stored in closed
placed to avoid contact with atmosphere. This so because if
it gets mixed with the moisture in the atmosphere. It
becomes useless. It can also be stored in storage shed.
Cement was previously packed in gunny bags. But by
the time it reached actual consumer half it would have been
split over. This was compounded sealing problem. The bags
were sealed with threads. But was not so strong. But after
the polythene or Plastic bags came into scene the loss has
been curtained. It has become easy for transportation. The
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bags are sealed with the help of machine. Hence major
problem of storing and transporting has been averted.
HOW IS CEMENT USED?
A mixture of cement and water is called heat cement
paste, whether fresh or hardened. In some granting
operations, so including oil well cementing. The paste used
as such generally; however, it constitutes the hardening
ingredient in mortar or concrete. This Cement paste
ordinarily amounts from 20% to 35% of the volume of the
concrete.
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CHAPTER-3
CEMENT INDUSTRY
CEMENTING CONSTRUCTION SECTOR
COAL REQUIREMENTS
TRANSPORTATION
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CHAPTER-3
CEMENT INDUSTRY
CEMENTING CONSTRUCTION SECTOR:
Cement is the basis material required for all
constructional works. It is vital ingredient to the countries
development.
India’s Cement Industry has experience steady
progress. Since its inception in 1914. The output of the
major and mini cement plants has increased from 57.6
million tons in 2001-02. The out put of cement may be high
at 68 million tons in 2002-03. India is the fifth largest
cement production after China, Russia, Japan and U.S.A.
With the turnover of Rupees 120 billion comprising 52
companies with 101 plants.
The cement industry in India is poised to scale new
heights thanks to the liberalization policies of the
Government adoption of state of the art Technology and the
massive investment of rupees 100 billion. By the year 2010
A.D. capacity of this Industry to reach the impressive level of
120 million tons.
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India is presently producing several varieties of
cement. These includes to ordinary Portland Cement(OPC),
Portland Pozzalana cement (PPC), Portland Blast furnace slag
cement (PBFS), Rapid setting cement , oil well cement and
white 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.
The domestic demand is assumed to grow at 8% per
annum. The cement capacity which was 62.05 million ton’s
in 1992-93 rise to 84.03 million ton in 2000-01. Around 7.85
million tons large cement capacity was proposed to add
during 2006-07 of which 5.50 million ton was to be
operational in 2008-09 and the remaining 2.35 million ton
would be operational; in 2008-09. Cement consumption may
reach a level of 92.65 million tons by 2010.
Mini cement plants were setup at the governments
insistence during the early 1980’s due to the storage of
cement. India has been one of the pioneering countries as
for as mini cement plant sprouted up around restricted and
scattered limestone deposit areas. Because of low
overheads and excise duty, the cement manufactured by
mini plant is much cheaper. Mini plant enjoy concession in
excise duty to the extent of rupees 7.50 per bag. However,
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these plants depend upon traditional technology leading to
poor quality of cement.
Cement Machinery segment is witnessing a boom.
Segment is capable of manufacturing and supplying
complete cement plants based on the dry process and pre-
calcinations technology for capacities upto 5000 tons per
day. There are 18 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.
Inspite of some problem, the cement industry is at
present well pleading. It looks 14 years to double the
capacity to 29 million tons in 1998. Since then upto the end
of March 2000, it had gone upto 96.5 million tons and
increase of 140 %. Like wise in 1999-2000 consumption has
gone up by 6% after 1% fall in previous year of course,
government consumption has down from 50% in the early
1980’s to about 20%.
The Cement has great future however certain measures
as needed to setup the space of growth of cement industry.
There is need for accelerating the building of concrete road
and multi purpose hydro project. The storage of dwelling
units is currently at 35 million. Construction of houses
should priority area.
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Currently India exporting cement to Bangladesh,
Srilanka, Nepal, U.A.E., Maldives, Philippines, Yemen, Dubai,
Qatar, and of few other countries.
The international cement rate is mostly in bulk for
which, India has virtually no facilities either in the cement or
in the transportation and handling.
The infrastructural facility in our ports are inadequate
for receipts, storage, handling, loading and unloading of
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:
The availability and movement of coal has been of
perennial problem of the cement industry. 90% of the coal
deposits are located in four states in Bihar, Orissa, West
Bengal, and Madhya Pradesh. Also burning Madhya Pradesh
none of the other states have any sizable lime stones
deposit. This coal has to be handled or very long distance.
Coal requirement by the industry today stands at 13
million tons at the 6% of the coal production. Cement
manufacturer are left the mercy of traders in coal who
charge exorbitant prices. The coal requirements may go
upto 21 million tons in 2006-07 and 25 million tons by 2010.
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Transportation whether by rail, road or sea plays a
crucial role in the marketing and pricing of cement.
Transportation cost has gone up by over 100% during the
last 10 years. The bright for movement of cement for a
distance of 750 km was increased from rupees 134 per ton in
May 1982 to rupees 456 in April 2001. This was further
stepped upto rupees 484 by the railway budget for 2006-07.
According to cement manufacturing association (CMA)
on investment of rupees 500.00 million will be needed by the
industry in the next 10 years in order to double its capacity,
if it is to meet the countries demand on other rupees
150.000 million would be required for expansion and
modernization.
The cement industry has taken rapid strides in area like
energy conservation, mining, cement manufact5urer and
environment protection, thanks to efforts made by the nation
council for cement and building material (NCBM) and other
research organization.
As a result of large scale modernization and technology
up gradation, the industry is able to produce Cement at High
quality comparable to the best in the world. During the last
two decades the industry did experienced some
technological changes.
This includes;
1. Introduction of pre-calcinations technology.
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2. Computer controlled kiln operation.
3. Pre blending of lime stone / coal and
4. Online quality control system.
The technological changes have resulted in reduction in
the overage energy consumption. The excise and
transportation of cement need to be pruned particularly in
the present context of liberalization and also the need for
boosting exports. In respect of vital in put like cement and
any undue cost escalation needs to be checked.
TRANSPORTATION
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.
Today nearly 60% of cement of production units to
supply points is transported by road and rest by rail. For
long distance movement of cement, rail is still the preferred
option due to its lower cost. Nearly all the cement from
supply points to customer is transported by road. The cost
competitiveness of both rail and road transport has
important bearing on the price of cement. Railways have
been steadily losing cement traffic due to the inflexibility of
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freight and the operational; restrictions imposed on the
customer. The recent improvements of operational
efficiencies of railways is indeed laudable but if this is
achieved by passing on the entire burden to its customers,
We fear that the cost competitiveness of railways will
worsened in a long run - at least for a large volume low price
product like cement. Railways must examine all secondary
incurred by cement producer in transportation of cement
from rail heads if the cost competitiveness of rail movement
is to be improved. Railway should also consider allowing
cement producer to operate point-to-point rakes, with
multiple unloading points.
Road transportation during the last years was adversely
effected due to sharp and repeated increase in the price of
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.
It is apparent that motor Vehicles produced in the
country have the capacity to carry large loans per axle than
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is currently stipulated, with out compromising safety. It will
in the national interest to consider upward revision of the
present stipulated permissible loads per axle is that the
existing stock of vehicles is more productively used. This will
also meet the needs of the cement industry which one of the
largest used of road transport. Indian railway has revised
upward the effective capacity of their wagons; a similar
move is called for in respect of road transport to tie over the
looming crisis.
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CHAPTER – 4
The Bharathi Cement Company Limited
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CHAPTER – 4
The Bharathi Cement Corporation Limited
FounderBharathi Cement Corporation Limited Founded by the
promoters of Sakshi Telugu Daily & Sakshi TV,
Bharathi Cement Corporation Limited produces
superior quality cement which helps you to set new
standards in construction. Driving this venture is a
dynamic team led by Sri Y.S. Jagan Mohan Reddy and senior professionals
with vast experience in power, cement and infrastructure.
Mission Statement
To partner our customers in building the best, by delivering superior
quality cement that’s produced with best-in-class technology. To grow by
building lasting relationships with business associates and contribute to the
well-being of society.
Directors
HARISH C KAMARTHY
Mr. Harish C. Kamarthy, an Engineer in Electronics &
Communications, has over 17 Years of Managerial,
Operations & Administrative Experience and has served
in Cement, Automobile, Infrastructure & Power
Industries.
Dr. Ambedkar B.B.M College 33
• He served as a Chief Executive Officer in Someswara Cements &
Chemicals from 1991-1994. He has also been a Chief Executive and
Director in MG Brothers Ltd, reputed dealers of Telco, Ban Auto &
Volvo India Ltd.
• He has been instrumental in setting up a Tech Park and executing other
infrastructure projects in Bangalore.
• He is at present the Executive Director of Bharathi Cement Corporation
Ltd and is on the Board of Sandur Power Company Ltd., Himurja Infra
Private Ltd & Jagati Publications Ltd.
M RAVINDER REDDY
Mr. M. Ravinder Reddy, B.Com (Hons.) from Osmania University and an
MBA (Mktg.) from Berhampur University has diverse work experience in
Cement Industry over 22 years.
• As a Chief Manager (Marketing) worked with Priya Cement
(Priyadarshini cements Limited) presently known as Rain Commodities
Ltd, launched HDPE packing by replacing Jute packing, created brands
for various grade like grade, OPC 43 grade, OPC 53 grade and SRPC,
introduced paper bag packing in Tamil Nadu and Kerala markets.
• As Asst. Vice President (Marketing), worked with Bagalkot Cement,
Karnataka (Kanoria Industries Limited) and achieved 100% capacity
utilization which as a record.
As Vice President (Marketing), worked with Penna Cement (Penna Cement
Industries Limited), established Penna Brand in South Indian markets in the
year 1996. In 10 years time the capacity of the plant of 0.40 MT was
Dr. Ambedkar B.B.M College 34
increased to 5.00 MT per annum. He was also an achiever by successfully
launching and establishing Slag Cement in South India with premium price.
• He is a Director in Bharathi Cement Corporation Limited from
September 2008 onwards.
G BALAJI
Mr. G Balaji is a Fellow member of the Institute of Chartered Accountants of
India and a Cost & Management Accountant having over 20 Years
Experience in the fields of Finance, Accounts, Treasury, Management
Accounting, Audit, Taxation & Administration.
• He has wide exposure across the major sectors of Manufacture &
Service, Viz., Textiles, Engineering, Chemicals, Multi-Media &
Automotive, Event Management, ITES, etc.
• Has specialized knowledge in Special Economic zones, EOUs &
Management Consultancy.
• All through his Career, he has been go-getter and achiever of the tasks
and contributed immensely in the field of Costing, Accounting,
Finance & Treasury wherever he has worked.
• He has also had overseas exposure in Australia and has to his credit
the graduation course wherein he has qualified in the Australian Tax
laws and Corporate laws.
At present he is Director- Finance in Bharathi Cement Corporation Ltd.
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ASHISH ROY CHOUDHURY
Mr.Ashish Roy Choudhury, has completed B.Sc (Engineering) and an MBA
from Indian Institute of Management, Bangalore with 33 years of rich
experience out of which 23 years in Cement Industry.
• Worked as Head in reputed Cement Companies like ACC, Zuari etc.,
at various places across the country, controlling Cement plants
ranging from 1.20 Million Tons to 4.50 Million Tons and also
executed erection & commissioning of two Nos. of large Cement
Plants in India.
Currently, he is Heading Technical & Production facilities at BCCL as
Director – Technical.
J J REDDY
Mr. J.J.Reddy, a post graduate in M.Sc (Agr), is associated with the Sakshi
group for more than a decade.
He has over 11 Years of Managerial & Administrative Experience. He was
instrumental in setting up and successfully commissioning 3 Hydel Power
Projects in Karnataka & AP
Dr. Ambedkar B.B.M College 36
• Amogha Power Projects Pvt ltd, 1.5 MW mini hydel plant
• Saraswati Power & Industries a 2 MW mini hydel plant
• Sandur Power Company Limited a 37.5 MW plant
His exceptional project execution skills have been put to use very
successfully in establishing the Bharathi Cement plant. Presently he is
project- in charge of Himurja Infra Pvt Ltd, wherein a 480 MW Hydel
project is being proposed to be set-up in Sikkim.
He is at present on the Board of Bharathi Cement Corporation Ltd, Sandur
Power Company Ltd.,Himurja Infra Private Ltd, Saraswati Power &
Industries Pvt Ltd & Jagati Publications Ltd.
Dr. Ambedkar B.B.M College 37
STRENGTH
STATE OF THE ART PLANT
Ultramodern Plant
Bharathi cement corporation Limited has set up most modern cement plant
with state of the art technology at Nallalingayapalli, Kamalapuram mandal,
Kadapa district of Andhra pradesh.
This area is known for its superior quality Narzi lime stone deposits ,
possessing high lime content that gives high early strength and ultimate
long term strength. Another characteristic feature of this lime stone is low
alkali, magnesia and low chloride contents which are highly desirable
parameters for concrete durability.
The state of the art technology adopted at the plant consists of Vertical
Roller mill of LOESCHE, Germany for grinding of cement to achieve the
optimum fineness, and controlled particle size distribution of cement
particles
GERMAN TECHNOLOGY
The Bharathi Cement plant has the most advanced Vertical Roller Mill (Type
63.3) from LOESCHE, Germany. This mill has a capacity of producing 360
tons per hour and is equipped with a 6,700 KW gear box.
The mill is designed to produce a range of high quality cements such as
Ordinary Portland Cement (OPC), Portland Pozzolona Cement
(PPC),Pozzolona Slag Cement (PSC) and Ground slag at varying fineness. It
has a rated capacity of 360tph OPC at 3000 Blaine and 300tph of ground slag
at 4000 Blaine
Dr. Ambedkar B.B.M College 38
• Homogenized mining
• Online process control
• Exclusive R&D facility for continuous product improvement
VRM Cement mill-The largest in the world
Loesche vertical roller mills are the most efficient mills in the world and
achieve very high throughputs. They are extremely maintenance friendly.
Service tasks can be carried out quickly. Downtimes are reduced to a
minimum.
The Loesche grinding principle combines a horizontal grinding table with
large tapered roller under hydropneumatic loading- the best possible
compromise between output and wear. The product quality can be enhanced
by altering the classifier speed. All Loesche mills can be started with
grinding rollers raised. Metal to metal contact between grinding parts does
not occur. Their quiet, smooth operation is appreciated.
Dr. Ambedkar B.B.M College 39
In Bharathi Cement the most advanced vertical roller mill from Loesche,
Germany has been commissioned. The mill has a capacity of producing 360
MT/hour and is equipped with 6,700 Kw gearbox. The mill is designed to
produce a range of high quality cements such as Ordinary Portland Cement,
Portland Pozzolana Cement, Portland Slag cement and ground slag at
varying fineness. It has a rated capacity of 360 tph opc at 3000 Blaine and
300 tph of Ground slag at 4000 Blaine. The high flexibility of the system
enables to produce cements of 6 different types from the same mill.
Switching from one product to other can be done with in minutes.
The great flexibility of Loesche mills:
A 6 roller mill can be operated as a 4 roller mill with a capacity of around
80%. A 4 roller mill can be operated as a 2 roller mill with a capacity of
60%.
The VRM technology offers several benefits over ball mill technology. With
VRM technology faster initial and final setting times are achieved. This is
evident from Bharathi Cement initial setting time of 130±30 minutes when
compared to that of 250±30 minutes of competitor brands. The final setting
Dr. Ambedkar B.B.M College 40
times of ours are 250±30 minutes where as for competitor it is 320±30
minutes.
It is obvious that lesser setting time would lead to high early strength
development, and quick removal of formwork is possible in construction
when good construction practices are followed.
The early setting times and the rapid strength gain makes Bharathi cement
ideal for
• Residential, Commercial and industrial structures
• Bridges, Dams
• Prestressed concrete works
• Slipform concreting
• PQC works
• Concrete blocks, electric poles, paver blocks etc.
• All other RCC works where early deshuttering of formwork is
necessary
Dr. Ambedkar B.B.M College 41
ROBOTIC LABS
QCX/RoboLab
A typical QCX/RoboLab configuration consists of a standard industrial robot
placed in the centre of a circular arrangement
of sample preparation and analytical
equipment. Samples normally arrive
automatically from the connected automatic
sample transport system, but may also be
entered via operator sample conveyors or
special input/output magazines.
QCX/RoboLab offers a very high flexibility in terms of the number and
types of equipment handled by the robot.
Supported, fully automated preparation &
analysis disciplines relevant to the cement
industry include powder or fused bead
preparation for X-ray analysis, particle
sizing by laser or by conventional sieving,
colour analysis, Carbon/Sulphur/Moisture combustion analysis, physical
testing and collection of shift/daily composites. For the typical cement lab
project a throughput capacity of 10-20 samples will apply; but higher
numbers in one robot cell are achievable.
The QCX computer integrates the system components. It identifies incoming
samples, downloads the relevant sample-handling specification and controls
Dr. Ambedkar B.B.M College 42
all intelligent devices in the configuration. Sequence control includes priority
handling, intelligent handling of equipment failure situations and much more.
QCX/RoboLab (and QCX/AutoPrep) provides high quality in sample
preparation and analysis. Quality not only meets the performance of 'the very
best lab technician', but is highly consistent over time. Thus, there are no
fluctuations from shift to shift in analytical levels due to small differences in
the practical procedures undertaken by human operators.
S.NoSampling material
Sampling Frequency
No.of samples per day
1 Lime Stone Every 30 minutes 48
2 Raw Mill Every Hour 24
3 Kiln Feed Every Hour 24
4 Clinker Every Hour 24
5 Cement(Grinding) Every Hour 24
6 Cement(Packing) Every Hour 24
7 Coal Every 2 Hours 12
180
QCX/RoboLab, general features
Sample receipt
• Identification & registration
• Sample splitting & dosing
• Individual sample preparation recipes
• Priority management
• Alternative routing in failure situations
Dr. Ambedkar B.B.M College 43
• Integrated control & dynamic supervision of
o Sample transport PLC
o Robot
o Prep equipment
o Analysis instruments
FLSA experiences with robot automation :
• mature technology;
• industrial robots have very high availability
• client dedication
• proper & detailed design is mandatory
• robotics equipment prices fall
• too high expectations for labor cost savings
• pay-back time :
o 1 to 3 years achievable
o Can be difficult to justify solely on manpower savings
o Difficult to put value on higher & consistent quality
• unbalanced technologies : often too high client emphasis on sublime
technology in the laboratory, while sampling quality is neglected
QCX(Quality Control through x-ray)/ Robo Lab
Sampling is done at different stages like
• Lime Stone Crusher sample
• Raw Mill sample
• C.F.silo sample
• Kiln feed sample
• Clinker sample
Dr. Ambedkar B.B.M College 44
• Ground cement sample
• Despatch cement sample
Time Required for one sample analysis - Just 20 Seconds
General Quality Assurance measures:
• Virgin Lime stone deposits (Narzi lime stone) Known for their
excellent compressive strength
• Thorough Checking of all incoming raw materials as per the set
standards and rejection of sub standard material if any
• Modern Cement plant with Proven German Technology
• World's largest vertical roller mill for cement grinding
• QCX/ Robo lab for automatic sampling and accurate testing
• Tamper proof packing
TAMPER-PROOF PACKING
When cement bags are dumped on the ground, the impact causes cement to
spill out of the bag. This causes considerable loss, considering that some
projects require thousands of bags, but you incur no such loss with Bharathi
Cement.
Bharathi Cement is packed in fully imported, tamper-proof PP laminated
bags, which do not allow the minutest of cement particles to spill. This
ensures accurate weight and also eliminates any possibility of pilferage. This
technique of packaging is also eco-friendly.
The cement religiously processed and produced is packed in specially
designed imported polypropylene bags which are dust proof and tamper
Dr. Ambedkar B.B.M College 45
proof. This special package ensures full quantity(i.e. 50Kg net) cement in
every bag and chances of adulteration are totally eliminated.
Strength
High tensile strength is the result of a tape
stretching process, which give monoaxial
orientation to polypropylene molecular chain.
• Due to woven structure and lamination, sack
has more tear resistance compare to other
packaging.
• Ordinary cement bags can be easily
tampered, adulterated and restitched.
Moisture Resistant:
• Manufactured from laminated fabric, the sack is water-resistant and keeps its strength when in contact with water.
• Sack provides better resistance to humid condition as compared to kraft paper sack.
Environment Friendly:
• Sack is made of polypropylene which is environment friendly
degradable thermoplastic material.
• When incinerated or put to waste it does not pollute air, soil or water
with toxic residues.
• Empty sack it recycled and can be used for producing new Sacks.
Dr. Ambedkar B.B.M College 46
• Bharathi Cement is packed in imported, tamper-proof, PP laminated
bags. There's no chance for any pilferage or adulteration.
Dr. Ambedkar B.B.M College 47
Easy Handling:
• Sack is required with valve that facilitates easy filling
and self closing operation.
• Brick shape of sack facilitates easy handling, compact
storage, and efficient transportation.
Hermetical sealing instead of pasting or stitching:
• Weak assembling methods based on stitching
operations or sensitive and degrading
• adhesives have been avoided in production of
the sack. Instead of this heat welding/
hermetical sealing is used to assemble the sack.
Special Printing:
• High tech special printing, I.e. non fading,
resistance to water/ moisture and high
temperature makes the packaging attractive to
the customer.
Dr. Ambedkar B.B.M College 48
PRODUCTS
OPC 53 GRADE
Propertiesa)Physical
Requirements as per IS12269-1987
Bharathi cement values
Competitors values
Fineness (sqm/kg) 225 (min) 325 280
Soundness (mm)
Lechatlier method 10mm (max) 1 1.5
Autoclave (%) 0.8 (max) 0.03 0.05
Setting time
Initial (min) 30 minutes 150 270
Final (max) 600 minutes 260 330
Compressive Strength (MPa)
1 day 20 16
3 days (min) 27 39 32
7 days (min) 37 49 45
28days (min) 53 70 60
Dr. Ambedkar B.B.M College 49
b) Chemical
1) Lime saturation factor 0.8-1.02 0.9 0.88
2) Alumina Modulus 0.66 (min) 1.23 1.23
3) Insoluble residue (%) 4 (max) 0.25 1
4) Magnesia (%) 6 (max) 1.1 1.23
5) Sulphuric anhydrideSO3 (%)
3 (max) 1.5 1.95
6) Loss on ignition (%) 4 (max) 0.8 1.5
7) Alkalies
8) Chloride (%) 0.1 (max) 0.002 0.01
9) C3A Content 7 7.48
10) Temperature during Testing
27±2 27±2 27±2
11) Humidity (%) 65±5 65±5 65±5
Advantages
• Speedy construction• Durable concrete• Economic concrete mix designs• Low percentages of alkalies, chlorides, magnesia and free lime leads to the
production of durable concrete.
Dr. Ambedkar B.B.M College 50
OPC 43 GRADE
Propertiesa) Physical
Requirements as perIS 8112-1989
Bharathi cement values
Competitors values
Fineness (sqm/kg) 225(min) 325 280
Soundness (mm)
Lechatlier method 10mm (max) 1 1.5
Autoclave (%) 0.8 (max) 0.03 0.05
Setting time
Initial (min) 30 minutes 150 280
Final (max) 600 minutes 260 340
Compressive strength (MPa)
1 day 17 14
3 days (min) 23 35 30
7 days (min) 33 45 40
28days (min) 43 63 51
Dr. Ambedkar B.B.M College 51
b) Chemical
1) Lime saturation factor 0.6-1.02 0.9 0.8
2) Alumina Modulus 0.66 (min) 1.23 1.24
3)Insoluble residue (%) 3 (max) 0.25 1.5
4)Magnesia (%) 6 (max) 1 1.02
5)Sulphuric anhydrideSO3 (%)
3 (max) 1.5 2.3
6)Loss on ignition (%) 5 (max) 0.8 1.5
7)Alkalies 0.6
8) Chloride (%) 0.1 (max) 0.002 0.02
9) C3A Content 7
10)Temperature during Testing
27±2 27±2 27±2
11)Humidity (%) 65±5 65±5 65±5
APPLICATIONS:
• All types of R.C.C.works• Residential and commercial complexes• Industrial structures• Bridges, dams, irrigation works• For highways, runways etc.
Dr. Ambedkar B.B.M College 52
PSC
Bharathi Portland Slag cement is manufactured by inter grinding high quality clinker with carefully selected, good quality slag purchased from major steel plants and using high quality gypsum.
Hydration of blended cement:
Ordinary Portland Cement + water ----- C-S-H GEL+ Ca(OH)2 (Alkali)
This alkali is a byproduct in any OPC hydration process amounting to 25% of total gel formation.This is like a weak link in strong chain. Sulphates and chlorides present in water, soil or surrounding atmosphere attacks this alkali causing deterioration of concrete.
Secondary gel formation in Portland Slag cement:
Slag by itself is cementitious in nature and undergoes hydration in presence of alkali resulting C-S-H gel formation
As a result of this secondary gel formation pore refinement takes place and the concrete becomes more impermeable to sulphate and chloride attacks leading to the durability of concrete structures.
Dr. Ambedkar B.B.M College 53
Propertiesa) Physical
Requirements as perIS 455-1989
Bharathi cementvalues
Competitors values
Fineness (sqm/kg) 225 350 290
Soundness (mm)
Lechatlier method 10mm (max) 1 1.5
Autoclave (%) 0.8 (max) 0.03 0.05
Setting time
Initial(min) 30 minutes 160 280
Final(max) 600 minutes 250 340
Compressive strength (MPa)
3 days (min) 16 33 25
7 days (min) 22 44 37
28days (min) 33 65 60
b) Chemical
Loss on ignition (%) 5 (max) 0.3 1.08
Sulphur Trioxide (SO3) 3 (max) 1.62 2.87
Sulphide Sulpher (% by mass)
1.5 (max) 0.2 0.3
Insoluble residue (%) 4 (max) 0.75 2.4
Magnesia (%) 6 (max) 1 3.3
Chloride (%) 0.1 (max) 0.002 0.02
Temperature during Testing
27±2 27±2 27±2
Humidity (%) 65±5 65±5 65±5
Applications
Dr. Ambedkar B.B.M College 54
• Mass concrete works• Marine works• Residential and commercial high rise buildings• Industrial structures• Suitable for wide range of applications as a substitute for OPC
Technical Support
MOBILE CONSTRUCTION ADVISOR
At Bharathi we believe in total customer satisfaction. Bharathi cement offers laboratory testing facilities of concrete at your door step. Your concrete is tested under standard laboratory conditions and test certificates are issued. The services of experienced civil engineers can be availed.
Constructor Mobile van
Facilities offered
• Demonstrations, Tips on good construction practices, informative lectures and onsite video presentations
• Onsite training for masons and site supervisors • Advice on concrete mix proportion • Testing of fresh and hardened concrete ensuring its superior quality • NDT(Non Destructive Testing) facilities
Good Construction Practices
Congratulations on your new home!We are happy for you. A dream you’ve cherished for very long will soon come alive. To help you realize it without any compromises we offer you our expertise.
At Bharathi Cement, we are obsessed with quality. From the first stage to the last, our cement is tested at every stage. Using the world renowned Narzi limestone we produce cement that has higher strength, low manganese and low alkalies.
Today, we bring the same expertise and commitment to quality, as we offer you the following suggestions to make a beautiful home.
Dr. Ambedkar B.B.M College 55
CHAPTER – 5
FIRM PROFILE
(SRI SHABAREESH AGENCIES)
CEMENT DEALERS IN SHIMOGA
MARKETING AND POLICIES OF THE FIRM
MARKETING PROBLEMS
Dr. Ambedkar B.B.M College 56
CHAPTER – 5
FIRM PROFILE
“SRI SHABAREESH AGENCIES” was opened in 1985. It
is situated on balraj urs road for being more convenient to
interact with transports. Mr. C.P. SUNDAR RAJ, is the
MANAGING PARTNER of SRI SHABAREESH AGENCIES, he is a
young man aged 48, S/O C.V. Puttanna shetty. His
Qualification is P.U.C. His native is Arsikere – Hassan District
Karnataka. He migrated to shimoga in 1985. He Knows
English, Kannada, Hindi, Tamil and Telugu language.
Mr. C.P. Sundar Raj has 30 years experience in trading
activities. He started business in 1976 as a small shopkeeper
at Arsikere taluk. After 2 years of experience he started
wholesale business also in the age of 20th he moved to north
India for purchase of Hardware in wholesale and retail
market. He started his business in and around Arsikere
covering about 150 km in radius.
In 1985 he got separated from his family and came and
settled down in shimoga with the small cash in hand started
in 9-9-1985 He had his own circle of friends and relatives
and improved the business royally good competing with local
market.
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
Dr. Ambedkar B.B.M College 57
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.,
After a long successful carrier in business. Bharathi
recognizes him from being a good seller in 1990 and
appointed him as C&F agent (clearing and forwarding agent).
Bharathiording to the saying of Mr. Sunder raj, “a
dealer may not be a highly qualified but highly sensitive to
assess the customer and his requirements the best service
possible given will be recognize”.
“Any convinced customer will be a free advertiser”. He
explains also he had well experience with co-traders,
Engineers, Financiers, Contractors and even with Politicians,
no body can guess the business at any time may get affected
with any of the agency said above.
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.
Dr. Ambedkar B.B.M College 58
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.
CEMENT DEALERS IN SHIMOGA
AUTHORISED DEALER:
1. Ganesh steels.
2. K.S. Narayana setty and sons.
3. Salamath Enterprises.
4. Sri Veerabhadreshwara traders.
5. Hampee virupaksha traders.
6. Chowthy traders.
7. Anand trading company
8. Sagar traders.
9. Banashankary traders.
10. Sri Venkateshwara traders.
11. Nutan agencies.
12. U.K.S. Sitaram Acharya.
13. Sri Gurukaribasaveswara Traders.
Dr. Ambedkar B.B.M College 59
Table No-1
Table showing the number of dealers in some districts
who have dealing with Shabareesh agencies as C&F agents.
They are shown by percentage.
Districts No. Of dealersSouth canara
Udupi
Shimoga
Chikmagalore
Hassan
29
12
20
17
10
From the above table Sri Shabareesh agencies have
dealing with dealers in some districts. Among 5 districts
South canara has 37% of large number of dealers, shimoga
and Udupi has 16% of dealers respectively, and
Chickmagalore has 17% dealers and Hassan has small
number dealers by 10%.
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
Dr. Ambedkar B.B.M College 60
3. Promotional Policy
4. Distribution Policy
1. PRODUCT MIX POLICY:
Shabareesh agencies are promoting their business as
C&F agents of M/s Bharathi company Ltd 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.
2. 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.
Shabareesh agencies are exclusively C&F agents for
M/s Bharathi Ltd and they act according to the norms of the
firm by pricing, collection, service documentation, reporting,
and acknowledgements etc.
3. PROMOTIONAL MIX POLICY
M/S The Bharathi Ltd 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,
Dr. Ambedkar B.B.M College 61
Its name is,
a) News paper advertisement
b) Calendar
c) Cable advertisement.
4. 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
M/S The Bharathi Ltd 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.
Dr. Ambedkar B.B.M College 62
CHAPTER – 6
SURVEY FINDINGS
INTRODUCTION
MEANING OF SURVEY
OBJECTIVES OF THE SURVEY
LIMITATIONS OF THE SURVEY
ANALYSIS OF THE SURVEY
CONSUMER SURVEY FINDINGS
Dr. Ambedkar B.B.M College 63
CHAPTER – 6
SURVEY FINDINGS
INTRODUCTION:
Today the consumer is the king of the market.
Consumer is the only judge, the reputation or otherwise of a
product is entirely dependent upon his attitude towards the
product so his satisfaction should be ultimate motto of the
producer and the marketer. Consumer’s interest should be
taking into co-ordination while taking marketing decision. It
is through consumer satisfaction only the producers and
marketers can improve their sales profit.
Many opinion will come when survey is made for
preference, improvements etc., of the product, but the
opinion of the consumer is important.
This report gives an analysis of opinion collected from
the customer regarding marketing of cement especially
BHARATHI cement as against other brand.
MEANING OF SURVEY
Survey means going into department of respondent and
collecting his inner expression for the purpose of knowing his
attitude about which the survey is conducted.
Customer faced problems while dealing with the
Bharathi cement. There fore to study to their problems,
Questionnaire was prepared and given to the selected
customer. The selecting of customer is made on the basis of
Dr. Ambedkar B.B.M College 64
sampling method and to those4 selected customer are given
the format of questionnaire and are requested to fill it on
return to us.
I have conducted a survey about 100 customers. Who
have their dealing with Bharathi cements in Shabareesh
agencies?
OBJECTIVES OF THE SURVEY
1. To know the general opinion of the customers about the
BHARATHI cements.
2. To know the opinion of the customers about the
customer service rendered by agencies.
3. To know the effectiveness of the service provided by
the Shabareesh agencies in comparison with other
dealers.
4. To know whether the service provided by the agency is
satisfactory or not.
5. To know whether the service provided by the Bharathi
is improving in the recent years.
LIMITATIONS OF THE SURVEY
1. 100 number of respondents contacted.
2. Lack of prompt reply given by the customer or more
precisely biased reply given by the customer.
3. Hesitation among the customer to freely express their
views.
Dr. Ambedkar B.B.M College 65
4. Lack of awareness among the customer about the
procedure carried out by the bank.
5. Indefinite and vague problems and suggestion provide
by the customer etc.,
ANALYSIS OF THE SURVEY
The analysis of the survey was done by dividing the
total respondents into different categories are on the basis of
income and occupation.
During the time of surveying the customer was not
clear about their demand nor they had clear comprehension
of their problems and definite in their suggestion for the
solving the problem. However the following problems were
found out at the time of the survey, and the same was to
Bharathi authorities. The Bharathi authorities were enough
to give answer to those problems faced by the customers.
CONSUMER SURVEY FINDINGS:
The total number of respondents interviewed had used
cement fully and it was observed that the Bharathi cement
was quite well known in the city.
Dr. Ambedkar B.B.M College 66
Table No-1
Table showing the Distribution of cement consumer
interviewed in different areas in Shimoga district.
Regions No. Of respondents
Percentage
ShimogaThirtahalliBhadravathi SorabaSagarHosanagara
25302014105
25%30%20%14%10%5%
Total 100 100%
From the above table it is clear that major number if
respondents contacted from Thirtahalli and minimum from
Hosanagara.
Graph showing the Distribution of cement consumer
interviewed in different areas in Shimoga district
Dr. Ambedkar B.B.M College 67
Shimoga24%
Thirtahalli29%
Bhadravathi 19%
Soraba13%
Sagar10%
Hosanagara5%
Table No-2
Table showing the distribution of cement consumer
according to brand and area interviewed.
REGION NUMBER OF
CONSUMERS
Bharathi INDIAN
CEMENTS
Grashim OTHERS
Shimoga
Bhadravathi
Sagara
Hosanagara
38
25
20
17
10
5
6
3
3
1
2
2
8
7
2
2
2
1
-
-
The table gives maximum details regarding the
respondents interviewed, i.e, and brand wise in different
parts in shimoga. In this table out of 100 respondents 38 in
Shimoga, 25 in Bhadravathi, 20 in Sagar, and 17 in
Hosanagar Respectively.
Dr. Ambedkar B.B.M College 68
Graph showing the distribution of cement consumer
Bharathiording to brand and area interviewed
Dr. Ambedkar B.B.M College 69
0
5
10
15
20
25
30
35
40
NUMBER OFCONSUMERS
A.C.C INDIAN CEMENTS Grashim OTHERS
Table No-3
Table showing the distribution of respondents under Income
groups.
INCOME GROUP
P/M
NUMBER OF
RESPONDENTS
PERCENTAGE
Below 10,000
10,000-15,000
15,000-25,000
Above 25,000
26
32
24
18
26%
32%
24%
18%Total 100 100%
Out of the 100 respondents contacted 32% of them
from 10,000-15,000 which constitute the largest portion of
the respondents and the lowest group is of the income group
above 25,000 which is of 18% only.
Dr. Ambedkar B.B.M College 70
Graph showing the distribution of respondents under
Income groups.
Dr. Ambedkar B.B.M College 71
26
32
24
18
0
5
10
15
20
25
30
35
Below 10,000 10,000-15,000 15,000-25,000 Above 25,000
Table No-4
Table showing consumer’s opinion about the Bharathi
cement in Shimoga as per their Occupation
OPINION BUSIN
ESS
MAN
% SALA
RIED
EMPL
OYES
% PRO
FES
SION
% OTH
RS
% TOTAL
BETTER
GOOD
SATISFACTORY
NOT GOOD
10
13
15
3
24
32
36
8
8
9
11
-
29
32
39
-
7
11
6
1
28
44
24
4
4
1
-
1
66
17
-
17
29
34
32
05
The above table shows that the classification of respondents
according to their occupation and their opinion of the service
towards Bharathi cements.
In the first group 41 respondents are Business man and
among 41 respondents, 10 respondents opinion that the
service provided by the Bharathi ltd is Better, 13
respondent’s opinion is good and majority that is 15
respondents opinion is satisfactory and the last very few that
is 3 respondents opinion is not bad.
In the second group 28 respondents are salaried
Employees. Among 28 respondents majority of respondent
that is 11 opinions is satisfactory, 8 of them is Better and 9
have respond good.
Dr. Ambedkar B.B.M College 72
In third group, that is 25 respondents are from
Profession and it shows their opinion about service among 25
respondents 7 have respond Excellent, 11 have respond
good and only 1 responded Not bad.
In fourth group, that is 6 have responded who are
Engaged in some other occupations, among 6 respondents 4
responds that the service is Better, only 1 responded have
good opinion and another responded also have good opinion.
Dr. Ambedkar B.B.M College 73
TABLE NO-5
Table showing the respondents using Bharathi cements as
per their occupations.
Uses Business
Man
Salaried
employees
Professio
n
Others Total
Used
Not used
11
21
13
12
8
10
10
15
42
58Total 32 25 18 25 100
Above table show that out of 100 respondents 42
respondents were used Bharathi cements and 58 have not
used it. Out of 42 respondents 11 were from Business man,
13 from salaried employees, 8 from Profession and 10 from
other Occupations.
Among 58 Respondents who were not used Bharathi
cements, among them 21 from Business mans, 12 from other
occupations.
Dr. Ambedkar B.B.M College 74
Graph showing the respondents using Bharathi cements
as per their occupations
Dr. Ambedkar B.B.M College 75
0 0 0
11
21
1312
8
10 10
15
0
5
10
15
20
25
Uses Business Salariedemployees
Profession Others
Table No-6
Table showing the distribution of cement consumers
according to their occupations.
Brands Business
man
Salaried
employees
Profession Others Total
Bharati
Indian
Cement
Grashim
Others
12
8
6
10
10
6
8
4
14
8
4
6
8
5
7
9
44
27
25
29TOTAL 36 28 32 29 100 The above table show that the first occupation group
i.e, Business mans are using 36 in that, 12 respondents are
using Bharathi, 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 Bharathi, 6 were
using Indian cements, 8 were using Grashim and 4
respondents using other cements respectively.
In third occupation, 32 respondents are using cements,
among them 14 respondents using Bharathi, 8 respondents
using Indian cements, 4 were using Raashi and other
respondents are using other cements.
In fourth occupation i.e, 29 respondents are using
Cements, among them 8 were using Bharathi, 5 were using
Indian cements, 7 respondents were using Raashi and other
respondents were using other cements respectively.
Dr. Ambedkar B.B.M College 76
Graph showing the distribution of cement consumers
according to their occupations
0
2
4
6
8
10
12
14
Acc Indian Cement Grashim Others
Business man Salaried employees Profession Others
Dr. Ambedkar B.B.M College 77
Bharati
Table No 7
Table showing the opinion of the consumers about Bharathi
cements from the following aspects.
Aspects Better Good Satisfactor
y
Not
bad
Total
Quality
Price
Demand
14
8
8
8
6
10
16
8
11
5
7
4
43
29
35Total 28 22 35 15 100
According to the above table the consumer’s opinions
about Bharathi is very good. In the first aspect Quality 43
respondents were responds very well. 14 responds better, 8
responds good, 16 responds satisfactory and 5 responds Not
bad respectively.
In the second aspects Price is also in very good
condition. Among 29 respondents 8 responds better, 6
responds good, 8 responds satisfactory and 7 respondents
respond not bad.
In the third aspect demand is also in very good
condition. Among 35 respondents 8 responds Better, 10
responds Good and 11 responds satisfaction and 4 members
responds not bad.
Dr. Ambedkar B.B.M College 78
Graph showing the opinion of the consumers about Bharathi cements
from the following aspects
Dr. Ambedkar B.B.M College 79
Better 33%
Good19%
Satisfactory36%
Not bad12%
Table No-8
The table showing the consumers purchased cements from
different dealers in shimoga.
Dealers in ShimogaNumber of
consumers
Percentage
Sri Ganesh Steels
K.S. Narayana settee &
sons
Salamath enterprises
Sagar traders
36
20
28
16
36%
20%
28%
16%
Total 100 100%
From the above table 36 respondents were purchase
cements in Ganesh steels, 20 respondents were purchase
cement in KS.N. & sons, 28 respondents were purchase
cements in Salamath Enterprises and 16 respondents were
purchase in Sagar traders out of 100 respondents.
Dr. Ambedkar B.B.M College 80
Table No-9
Table showing the consumers are come to know about
Shabareesh agencies from different aspects they are shown
below.
Aspects Number of respondents PercentageFriends
Advertisement
Dealers
Contractors
26
38
18
10
28.26%
41.30%
19.56%
10.86%Total 92 100%
From the above table consumers do purchase cement
according to Shabareesh agencies from the opinion of
Friends in 28%, and 38 consumers purchase cements by
seeing advertisement, and 19% consumers are purchase by
the suggestion of the dealers and 10% consumers are taking
the suggestion from the contractors.
Dr. Ambedkar B.B.M College 81
Graph showing the consumers are come to know about
Shabareesh agencies from different aspects they are shown
below
Dr. Ambedkar B.B.M College 82
26
38
18
10
0
5
10
15
20
25
30
35
40
Friends Advertisement Dealers Contractors
Table No-10
Table showing the factors which have influenced the
consumers to buy Bharathi cements they are shown in the
table.
Factors Number of
respondents
Percentage
Price
Brand Image
Quality
Door Delivery
24
12
42
22
24%
12%
42%
22%Total 100 100%
Above table showing that the factors influenced the
consumers to buy Bharathi cements by some important
factors, they are 24% in Price factor, 12% in Brand Image,
42% in Quality of the product, and 22% were influenced by
the service provided by the Company.
Dr. Ambedkar B.B.M College 83
Graph showing the factors which have influenced the
consumers to buy Bharathi cements they are shown in the
table
Dr. Ambedkar B.B.M College 84
Price 24%
Brand Image12%
Quality42%
Door Delivery 22%
SUMMARY OF OBSERVATION
In the present world the human being as a consumer
should have the knowledge of every product he uses. This is
because he should not become an easy pray for the seller
trap.
From this sample it was found that few respondents do
not know much about cement. They said that they do as
their contractor or Engineers say. But majority of them said
they purchased on their own.
According to the dealer, they said that it is its first or
craze that was driving people to buy popular brand cement.
It is said that previously people use to OK just for the cement
they were not bothered about the brand. But in the present
market the consumer consider the price preference.
It was also found that a few respondent of poor families
said that they wanted to build their houses with cement, but
due to high pricing of cement and which is going on
increasing they had to give up. We can also infer that
Bharathi cement has got a good scope for marketing in
shimoga.
Dr. Ambedkar B.B.M College 85
In shimoga, there are many cement dealers of almost
all the brands in the market. But the major brands of cement
according to the consumer are,
1. ACC
2. RAASHI
3. DIOMAND
4. BAGALKOT.
In Shimoga Bharathi is the first Cement sold in terms of
quality.
Thus Bharathi cement has got a good reputation and a
good place in the shimoga market. The number of dealers
for Bharathi cement is more than dealers for any other
cement in Shimoga.
This shows that Bharathi cement has got a great
demand in the Shimoga’s market.
Dr. Ambedkar B.B.M College 86
CHAPTER – 7
SUGGESTIONS AND CONCLUSION
SUGGESTIONS
CONCLUSION
Dr. Ambedkar B.B.M College 87
SUGGESTIONS AND CONCLUSION
SUGGESTIONS
Bharathi cement company, sales officer visit the dealer
regularly that is once in every month.
Bharathi cement company should give credit facility to its
dealers.
Bharathi cement company should pay much attention
towards warehousing and transportation facilities.
Bharathi cement has earned a good name in the
market. It should maintain and improve the same its price is
high than the other cements. Some types consumers
observe only price of the product in this regard BHARATHI
fails to participate in the cement market so product price will
be maintain and economic level.
A Sri Shabareesh agency has appointed As C & F agents
for their good selling performance. So these agencies
should maintain their good performance in selling of
Bharathi cements.
Sri Shabareesh should provide conveying service activities
to dealers.
Sri shabareesh agencies should adopted different media
of advertising in shimoga city in addition to the effort of
the manufacturer.
Dr. Ambedkar B.B.M College 88
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
The finding of the survey is enough proof to show that
Bharathi cements ranks high in quality, composition etc., It
is observed that Bharathi cement has a maintained better
product image among the person who have used it and are
using it. The company has also vast network of
salesmanship no doubt these things will have a long way in
improving not only product image but also the corporate
image. But in competitive field one should not satisfy
himself with present performance. In order to maintain
higher competitive efficiency there should be continuous
product planning and market improvement.
Bharathi cement producer and their dealers in shimoga
city may consider the preference analysis in the report and
suggestions given in the report for achieving higher
standards of marketing performance in the future.
Dr. Ambedkar B.B.M College 89
Annexure
• Questionnaire
• Bibliography
Dr. Ambedkar B.B.M College 90
CONSUMER QUESTIONNAIRES
I am a student Dr. Ambedkar B.B.B College, Shimoga studying
in final year B.B.M. As apart of my course, I have selected
“Marketing of Bharathi Cements” A case study of Shabareesh
agencies, Shimoga, 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
Rajani T.V
1. Name :
2. Address :
3. Occupation :
4. Annual Income:
a) Below 10,000 [ ] b) 10,000-15,000 [
]
c) 15,000-25,000 [ ] d) Above 25,000 [
]
Dr. Ambedkar B.B.M College 91
5. Have you ever purchase cement?
a) Yes [ ] b) No [ ]
6. Which brand of cement do you purchase?
a) Bharati cement [ ] b) Indian Cement [ ]
c) Raashi [ ] d) Others [ ]
7. If you purchase Bharati Cement what is your opinion?
1. Quality
a) Better [ ] c) Satisfactory [ ]
b) Good [ ] d) Not bad [ ]
2. Price
a) High [ ] c) Satisfactory [ ]
b) Low [ ] d) Not bad [ ]
3. Demand
a) Better [ ] c) Satisfactory
[ ]
b) Good [ ] d) Not bad
[ ]
8. Where do you purchase cement?
a) Shabareesh agencies [ ]
b) K.S.Narayana settee & sons [ ]
c) Salamath Enterprises [ ]
d) Sagar Traders [ ]
9. If you purchase in Shabareesh agencies, how do you come
to know about the Shabareesh agencies?
a) Friends [ ] c) Advertisement [ ]
b) Dealers [ ] d) Contractors [ ]
Dr. Ambedkar B.B.M College 92
10. What are the factors which have influenced to buy
Bharathi cement?
a) Price [ ] c) Brand Image [ ]
b) Quality [ ] d) Door Delivery [ ]
11. Do you get any facilities?
a) Yes [ ] b) No [ ]
12. What is your opinion about regarding the regularity
supply from Sri Shabareesh agencies
a) Regular [ ] b) Irregular [ ]
c) Not bad [ ]
13. Will you recommend Bharathi cements to others?
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
Dr. Ambedkar B.B.M College 93
BIBLIOGRAPHY
Marketing Management By: Sherleker
Marketing Management By: Philep Kottler
Marketing and Salesmanship By: B.S Raman
News papers Business Line
Times of India
www.google.com
www.bharathiindia.com
Dr. Ambedkar B.B.M College 94