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  • 2. ACKNOWLEDGEMENTI take great pleasure in expressing my deep sense of gratitude to myesteemed institute BALAJI INSTITUTE OF MODERN MANAGEMENTAND J.K.CEMENT LTD (J.K.WHITE CEMENT WORKS) for providing methe opportunity to complete my project on “MARKET POSITION OF WHITE CEMENT & WALL PUTTY IN PCMC AREA”I gratefully acknowledge with heartfelt gratitude and profoundindebtedness towards MR.A.N.SHUKLA, Manager Marketing, J.K.Cement Ltd (J.K. WHITE CEMENT WORKS) my esteemed project guidefor his benign benevolence, candid co-operation & productivefeedback, keen interest and inspiration given to me through the entireperiod of association with him. I am also grateful to the marketing teammembers & other members of JK CEMENT LTD. for their support &guidance.I acknowledge with gratitude of benediction to my institute BIMM &DR.MILIND OKA, Director, BIMM PUNE to extend all facility & co-operation in completion this project.Finally I would like express my gratitude to all members of BIMM Family& all my friends who helped me directly or indirectly in successfulcompletion of this report. SWAMI DAYANAND MM 11132692|Page
  • 3. DECLARATIONI, Swami Dayanand, student of BALAJI INSTITUTE OF MODERNMANAGEMENT (BIMM) 2011-13 batch hereby declare that I havesuccessfully completed my project entitled “MARKET POSITION OFWHITE CEMENT & WALL PUTTY “at organization –JK CEMENT Ltd (JKWhite Cement works).SignatureSwami DayanandMM 11132693|Page
  • 4. EXECUTIVE SUMMARYTitle of the project “MARKET ANALYSIS OF WHITE CEMENT & WALLPUTTY IN PCMC AREA” Itself suggests the gist of the project. JK White Cement is a company, which manufactures white cement used for crack proofing, water proofing, painting, and other decorative purposes. The company has set an objective to maximize its market share, so there was a need to know about the major competitors and explore the opportunities existing in various segments of the market. So this project was assigned to me to contribute towards the goal of this organization as well as this was a good exercise from my learning point of view. The basic approach in this project is identifying who are the major players dealing with white cement & wall putty, what are the reasons that influence consumers and seller’s preference. To know the perception of the customer about the competitor’s product. By using such information we can analyze market conditions and can make our policies to acquire highest market share.4|Page
  • 5. TABLE OF CONTAINSSr. No Heading Page no 1) Introduction 6 a) Porters Five Force Model for Cement Industry 14 b) SWOT Analysis for Cement Industry 16 2) Company Profile a) About J.K 19 3) Product Profile a) J.K.White Cement 28 b) J.K.Wall Putty 32 4) Project Detail 36 a) Project Title 36 b) Research Methodology 37 5) Data Analysis & Interpretation 38 a) Questionnaire Analysis 39 6) Conclusion 45 7) Recommendations 46 8) Bibliography 475|Page
  • 6. INTRODUCTIONCEMENT INDUSTRYSector structure/Market sizeIndia is the worlds second largest producer of cement with totalcapacity of 260 million tonnes (MT) as on April 30, 2012, according tothe Cement Manufacture’s Association. During May 2012, the cementproduction touched 14.50 MT as compared to 13.28 MT in May 2011.The cement dispatches quantity was 14.21 MT in May 20121 over 13.06MT in the corresponding month in May 2011.Future Trends The cement industry is expected to grow steadily in 2012-2013 and increase capacity by another 50 million tons in spite of the recession and decrease in demand from the housing sector. The industry experts project the sector to grow by 9 to 10% for the current financial year provided Indias GDP grows at 7%. India ranks second in cement production after China. The major Indian cement companies are Associated Cement Company Ltd (ACC), J.K Cement Ltd, Grasim Industries Ltd, Ambuja Cements Ltd, Birla Cement The major players have all made investments to increase the production capacity in the past few months, heralding a positive outlook for the industry. The housing sector accounts for 50% of the demand for cement and this trend is expected to continue in the near future.6|Page
  • 7. The cement industry in India is dominated by around 20 companies,which account for almost 70% of the total cement production in India.In the present year, the Indian cement companies have produced 11MT cement during April-September 2011. It took the total cementproduction in Financial Year 2010 to 231 MT.Following are the major players in the Indian cement industryCompany Production Installed CapicityACC 17902 18640Gujarat Ambuja 15094 14860Ultratech 13707 17000Grasim 14115 14649India Cements 8810 8434JK Group 6174 6680Jaypee Group 6531 6316Century Textiles 6300 6636Madras Cements 5470 4550Birla Corp. 5150 5113Lafarge 5000 4573FIGURES IN METRIC TONNES7|Page
  • 8. WHITE CEMENTWhite Cement has registered growth in production and sale in India inthe last few years. The White Cement sector has been growing at therate of 11% per year. This has given the Indian cement industry a majorboost.White Cement is much like the ordinary grey cement except that it iswhite in color. In order to get this color of the White Cement, itsmethod of production is different from that of the ordinary cement.White Cement is used in architectural projects the use of white cementhas been specified. It is used in decorative works and also wherevervibrant colors are desired. White Cement is used to fill up the gapsbetween marble and ceramic tiles for a smoother and more beautifulfinish. However, this modification in its production method makesWhite Cement far more expensive then the ordinary cementThe production of White Cement requires exact standards and so it is aproduct which is used for specialized purposes. White Cement isproduced at temperatures that hover around 1450-1500 degreesCelsius. This temperature is more than what is required by the ordinarygrey cement. As more energy is required during the manufacture ofWhite Cement, it goes to make it more expensive than the ordinarygrey cement.8|Page
  • 9. White Cement is used in architectural projects the use of white cementhas been specified. It is used in decorative works and also wherevervibrant colors are desired. White Cement is used to fill up the gapsbetween marble and ceramic tiles for a smoother and more beautifulfinish.White Cement is used in architectural projects the use of white cementhas been specified. It is used in decorative works and also wherevervibrant colors are desired. White Cement is used to fill up the gapsbetween marble and ceramic tiles for a smoother and more beautifulfinish.The various raw materials required for the production of White Cementare: Limestone Sand Iron Ore Nickel Titanium Chromium VanadiumGrasim and JK Cement are the major producers of white cement in thecountry. While Grasim, with the Birla White brand, has a capacity of 3.6lakh tones, JK has a capacity of 2.4 lakh tones. The Indian white cementindustry has an installed capacity of 6.8 lakh tones and the operatingcapacity, at present, stands at 6 lakh tones.9|Page
  • 11. CEMENT TYPE SPECIFIC USES.NO(1) OPC General construction work where (a) 33 GRADE high strength Concrete is not required, plastering, finishing Works etc. (b) 43 GRADE Used where M-15, M-20 and above grade concrete is required used for pre cast items and general construction work. Strength development is faster than 33 grades. (c) 53 GRADE High strength cement used for multistory building, pre cast and pre stressed items, bridges, tall structures etc. Development very fast strength and speeds of construction.(2) PPC Construction of dams, dikes, sewage pipes, plastering, masonry, finishing works and can be used for any application of 43 Grade/53 Grade OPC.(3) WHITE CEMENT Manufacture of tiles artistic decoration floors decorative concrete etc generally meant for non-structural use.11 | P a g e
  • 12. Manufacturing Process Of WC Mining (Limestone) Purchased Power CrushingOther Raw Materials Grinding(Bauxite,Iron,Ore & Remud) Raw Material Purchased Power Blending & Storage Fuel (Coal & Oil) Clinkerization Gypsum Cement Grinding Fly Ash Cement Storage Packing Market 12 | P a g e
  • 13. Porters Five Force Model For Cement IndustryThreat of New Entrance:The high capital costs acts as a major entry barrier for the entry of newplayers. The high freight costs make it difficult to import cement.Cement being a high volume low value commodity results in highfreight costs, which makes cement imports economically unfeasible.Domestic Cement industry is highly insulated from global cementmarkets. With Go intervention, making cement duty free, cement isbeing imported from neighboring countries.13 | P a g e
  • 14. However, due to logistics issues and lack of port handling capabilities,imports of cement will remain negligible and do not pose a threat todomestic industry.Bargaining power of Suppliers:The major inputs are coal and power. The Prices of both coal and powerare determined by the government. To mitigate the high costs of powerthe cement players have set up captive power plants.Competitive rivalry between existing players:Previously the rivalry was strong among the players, as the industry wasnot consolidated. During the last few years the industry has becomemore consolidated with the Top 3 players having a combined marketshare of 49 percent in 2005-06 as compared to 32 percent in 1999-2000.Bargaining power of Buyers:Retail sales constitute about 80 percent of the total sales and the rest isinstitutional sales. The retail buyers don’t have any bargaining powerwhile the institutional buyers get a discount of 5 to 10 percent as theybuy cement in bulk.Threat of Substitutes:There are no good substitutes for cement. But for wall putty sunla &pop are used.14 | P a g e
  • 15. SWOT ANALYSIS FOR CEMENT INDUSTRYStrengths: Double digit growth rateCement demand has grown in tandem with strong economic growth;derived from: Growth in housing sector (over 30%) key demand driver. Infrastructure projects like ports, airports, power projects, dam andirrigation projects. National Highway Development Program. Bharat Nirman Yojana for rural infrastructure. Rise in industrial projects. Export potential also demand driver.Capacity utilization over 90 %.Weakness: Low value commodityCement Industry is highly fragmentedIndustry is also highly regionalizedLow – value commodity makes transportation over long distances un-economicalOpportunities: Demand–supply gapSubstantially lower per capita cement consumption as compared todeveloping countries (1/3 rd of world average) Per capita cementconsumption in India is 82 kgs against a global average of 255 kgs andAsian average of 200 kgs.15 | P a g e
  • 16. Additional capacity of 20 million tons per annum will be required tomatch the demandLimited green field capacity addition in pipeline for next two years,leading to favorable demand – supply scenarioFOR THE YEAR 2011-12, THE DEMAND HAS RAISED UPTO 220 MT &THE SUPPLY WAS STILL SHORT TO 197 MT.16 | P a g e
  • 17. Threats: Rising input costsGovernment intervention to adjust cement pricesPossibility of over bunching of capacities in the long term as some ofthe players have already announced new capacitiesTransportation cost is scaling high; bottleneck due to loadingrestrictionsCoal prices climbing up; industry players say current shortage of coal inthe country is estimated to be over 10 million tones.17 | P a g e
  • 18. Company Profile ABOUT JKJ.K. Cement is an affiliate of the J.K. Organization, which was foundedby Lala Kamlapat Singhania. The J.K. Organization is an association ofindustrial and commercial companies and has operations in a broadnumber of industries.JK‟s cement operations commenced commercial production in May1975 at their first plant at Nimbahera in the state of Rajasthan. AtNimbahera, company started with a single kiln with a productioncapacity of 0.3 million tons. They added a second kiln in 1979 withproduction capacity of 0.42 million tons, and a third kiln in 1982 with aproduction capacity of 0.42 million tons. Then a precalciner with acapacity of 0.4 million tons was added in 1988, which increasedcompany’s capacity at Nimbahera to 1.54 million tons. During the years1998 through 2003, JK continued to implement modifications to each oftheir kilns, which increased aggregate capacity at Nimbahera to 2.8million tons as of September 30, 2005.JK commissioned a second grey cement plant at Mangrol plant in 2001,with a production capacity of 0.75 million tons. As of September 30,2005, they had an aggregate production capacity of 3.55 million tonsper annum of grey cement. White cement plant was completed in 1984with a capacity of 50,000 tons, and continuous modifications to theplant have increased its production capacity to 300,000 tons as ofSeptember 30, 2005.The pillars for J.K.White Cement are Dr. Gaurhari Singhania (Chairman)& Mr. Yadupati Singhania (Managing Director).18 | P a g e
  • 19. Currently Mr.B.K.Arora is president of Works & Mr. V.P. Singh isPresident, Marketing.Today, J. K. Cement Ltd. is one of the largest cement manufacturers inNorthern India. And is also the second largest white cementmanufacturer in India by production capacity. While the grey cement isprimarily sold in the northern India market, the white cement enjoysdemand in the export market including countries like South Africa,Nigeria, Singapore, Bahrain, Bangladesh, Sri Lanka, Kenya, Tanzania,UAE and Nepal.Our access to high quality limestone reserves that are suitable forproduction of white cement provides us with a competitive advantage.Based on geological surveys conducted by independent agencies on ourmines between 1996 and 2001, our limestone reserves for both greyand white cement are expected to meet our existing and plannedlimestone requirements of 4.0 MnTPA of grey cement and 0.4 MnTPAof white cement, for approximately 40 years.Backed by state-of-the-art technology and highly skilled manpoweragainst the backdrop of India’s infrastructural growth in an overdrive,we are upbeat about the future. We are confident of contributingheavily in India’s journey of development. We see a world of concreteideas on the horizon.In India J.K. White Cement Works is the first company to introducewhite cement manufacturing with expert & modern dry processtechnology in 14th August 1984 with the technical collaboration of M/s.F.L. Smith, Denmark. Our plant is first in Asia who adopts X-RayAnalyzer Fuzzy Logic System for quality control.J.K. White Cement Works is located at GOTAN, District- Nagpur, andRajasthan.Gotan is situated around 84 km east of Jodhpur & 541 km west fromDelhi and connecte4d by broad gauge railway line. Jodhpur is thenearest airport from Gotan.19 | P a g e
  • 20. J.K.White Cement Works has acquired ISO-9002 since December1993,which has been revised to 9001:2000. Works also acquires ISO-14001 &SA-8000 RINA.One of the Leading white cement producer in IndiaWhite cement accounted for 16.6% of our total cement revenue and35.2% of adjusted EBITDA from our cement operations in fiscal 2005,and 15.5% of revenues and 26.7% of our adjusted EBITDA fromMANAGEMENT PHILOSOPHYCustomer SatisfactionAlways invest in Latest TechnologyHuge Distribution Network CreationExpansion through Balancing EquipmentConstant focus on Cost Control & QualityInvest in Managers & Develop People SkillsStability of Executive Management & Low Employee turnoverSocial Welfare - A PriorityOUR STRENGTHWe enjoy a number of key competitive advantages, which have helpedus maintain our position as one of the leading cement manufacturers inthe Northern Indian cement market. Our principal strengths andcompetitive advantages are as follows:20 | P a g e
  • 21. Our cement operations in the six months ended September 31, 2005.Unlike grey cement, the white cement industry in India is highlyconcentrated with the two largest players accounting for thesubstantial majority of India’s production capacity. Consequently, prices of white cement have been relatively less volatileand sales of white cement have generated more stable cash flows forus even during industry downturns in grey cement. We also believe ourposition as the second largest producer of white cement in India,together with our nationwide delivery network, significantly enhancesthe overall brand image of JK Cement.Quality of products and strong brand nameWe believe that brand name and reputation are important to retailpurchasers of cement in India. We have built a strong reputationamong cement purchasers by consistently providing high qualityproducts. We believe that there is strong customer awareness of ourbrands, JK Cement (“Sarvashaktiman”), for grey cement in our principalmarket in Northern India, and JK White (“Camel”), for white cementacross India. Further, we believe that our brand name and ourreputation for consistently supplying high quality products provide uswith a competitive advantage in ensuring that cement dealers carry ourproducts.Extensive marketing and distribution networkWe have a wide distribution network for grey cement in Northern India.We also have a strong all-India distribution network for white cement.Our distribution network for grey cement products consists of 44feeder depots serviced by seven regional sales offices in Delhi, Haryana,Uttar Pradesh, Punjab, Rajasthan, Madhya Pradesh and Gujarat. Ourwhite cement network comprises 20 feeder depots serviced by 13regional sales offices in Delhi, Chandigarh, Uttar Pradesh, West Bengal,Andhra Pradesh, Tamil Nadu, Karnataka, Kerala, Maharasthra, Gujarat,Madhya Pradesh and Rajasthan. In addition, we have more than 4,00021 | P a g e
  • 22. retail stores that stock our grey and white cement products, as well as22 sales promoters and four handling agents. We believe that theextent of this network, and our relationships with our dealers, enablesus to market and distribute our cement widely and efficiently.AwardsArchitect of the Year Award (AYA)Architecture was more or less identified with housing & more so withelite housing. However, many countries have used architectureeffectively for public structures also, such as highways, metro rails,factories, harbours & any other public facilities. Theseprojects/structures shall consume lot of building materials. If thesestructures have to look pleasing, relevant architecture has to be appliedin their designs. The subject of challenges to architecture vis-a-vis townplanning, infrastructure development & affordable housing is beingdiscussed in various countries through various forums. Mr.YadupatiSinghania, Managing Director, J.K. Cement Ltd., thought that we couldcontribute to this cause by encouraging outstanding talent in theprofession of architecture as a continuous process & thereby set anexample for others in this profession to do better & better. This is howArchitect of the Year Award (AYA) began way back in the year 1990 (1stArchitect of the Year Award). Awards were subsequently extended toarchitects of neighbouring countries from the year 1996 (7th Architectof the Year Award). To encourage state level architecture, StateArchitecture awards were also introduced from the award year AYA-98(9th Architect of the Year Award).22 | P a g e
  • 23. Regional training centerOver the years, we have developed long-term customer relationshipsand a strong reputation for quality. In addition, we have a proven trackrecord of upgrading and modernizing our production capabilitiesefficiently, having increased our production capacity at Nimbahera bymore than 80%, from 1.54 million tons in 1998 to 2.8 million tons as ofSeptember 30, 2005.We have a stable and experienced middle andsenior level management team, many of whom have been working inour cement operations for more than 20 years. Our Nimbahera manufacturing facility was chosen by the World Bankand the Danish International Development Agency as one of the fourtraining centers in India to serve as the “Regional Training Center” forNorthern India. There are only four regional training centers for thecement industry in India, and we believe our operation of the trainingcenter provides us with access to state of art training aids, live workingmodels, and technical expertise developed by well known national andinternational cement producers. PLANTWe manufacture grey cement in two facilities located at Nimbaheraand Mangrol in the state of Rajasthan in Northern India. White cementis produced at our facility at Gotan in the state of Rajasthan.23 | P a g e
  • 24. Our plants have obtained many accolades and recognition, the mostnoteworthy being : ISO-9001:2000 QMS and ISO-14001:2004 EMS forthe grey cement facility at Nimbahera and ISO-9001:2000 QMS, ISO-14001:1998 EMS & OHSAS-18001:2005 Occupational Health and Safetyfor the white cement facility at Gotan. The construction of our firstmost modern dry cement plant began in 1970 in Nimbahera inRajasthan.The following table shows a breakdown of production of theNimbahera, Mangrol and Gotan cement facilities for the periodsindicated. Fiscal 2009 Fiscal 2010 Fiscal 2011 Six months ended JUNE 30, 2012Nimbahera 2,323,283 2,272,760 2,414,196 1,256,942Mangrol 570,464 718,572 912,419 493,211Gotan 300,149 315,538 324,481 15,343PRODUCTION (IN METRIC TONS)24 | P a g e
  • 25. Nimbahera unit (Grey Cement)Location: Chanderia Cluster, Rajasthan Commenced commercialproduction in 1975 with an initial capacity of 0.3 MnTPA. In the year1979, second production line was added to enhance the productioncapacity to 0.72 MnTPA. 1982 witnessed the incorporation of anotherproduction line taking the production capacity to 1.14 MnTPA.In 1988 a pre-calciner was installed and the production capacitytouched 1.54 MnTPA. Constant modernization and up-gradation wasinstrumental in bringing the plant to its present capacity of 2.8 MnTPA.Capacity utilization of around 90% Can produce up to 3.1 MnTPA withproduction of silicate cement on capacity of 2.8 MnTPA Recognition:ISO-9001:2000 QMS and ISO-14001:2004 EMS. Mangrol unit (Grey Cement)Location: Chanderia Cluster, Rajasthan25 | P a g e
  • 26. Commenced commercial production in Dec 2001 with a capacity of0.75 MnTPA. It’s close to Nimbahera plant (10kms away) – offers itsignificant synergy benefits like assistance from technical & commercialstaff of Nimbahera Complex. Additional Grinding facility of 0.25 MnTPA Gotan unit (White Cement)Location: Gotan, RajasthanCommenced commercial production in 1984 with an initial capacity of0.05 MnTPA .Constant up-gradation and modernization, especially inthe year 2000, saw the installed capacity rise to 0.21MnTPA. Theincrease in demand for this product and focus on installed capacitybacked by state-of-the-art technology, has taken its installed capacityto 0.3 MnTPA.Capacity utilization of around 75% . Operating profit: 30% consistently.Recognition: ISO-9001:2000 QMSEnvironmental ConcernTo feed the required limestone to our cements plants, we hold fourmining leases at Ahirpura, Maliakhera, Karunda and Tilakhera wheremining is carried out using deep hole drilling and blasting. But a lot ofcare has been taken to negate the ill effects of this ecology affectingactivity. To begin with, we have converted the dry drilling into wetdrilling, water is sprinkled on the haul roads, dense plantation has beencultivated around the working pit, Sequential Blasting Machine anddown the hole delay are being used to reduce noise, vibration and flyrock. Water is kept stored in the forth bench for use during summer as26 | P a g e
  • 27. it also helps recharge the ground water table. Afforestation is carriedout at all the four mines as a part of the mining process. Till date, atotal of 2,85,396 plants have been planted covering a total area of over65 hectares. Necessary arrangement for watering these plants,ensuring their survival, has also been done in the form of constructionof 6 water tanks combined with the facilitation of direct water supplypipelines and water tankers.We have also focused on the Waste Dump Management. Thegeneration of waste material along with mining of limestone at all ourmines, is almost negligible. However, some waste like Interstitial Clay,when generated, is excavated separately and dumped at the specifiedplaces. These waste dumps are being properly leveled which are thencovered with black cotton soil scraped from other parts of the pit only.This forms the bed for plantation or forestation. The height of thedumps are kept only 5 to 6 mtrs. So that there will be no chance ofdestabilising of these dumps after plantation in the long run.27 | P a g e
  • 28. Product Profile WHITE CEMENTLow growth but stable businessJKCL is the countrys second-largest producer of white cement, with a0.4m-ton capacity, located at Gotan in Rajasthan. The white cementindustry has grown by around 4% over the last ten years. White cementis seen as a high-end product, primarily for aesthetic use. Further,unlike grey cement, which has no substitute, white cement constantlyfaces a threat from substitutes such as marble and the ceramic-tileindustry. The white cement production process is slightly different fromthat of grey cement and involves a higher cost of production. Mining costs are higher, as mechanized mining cannot be used: impurities such as iron, manganese, titanium and chromium have to be physically removed from limestone. China clay is then mixed with limestone and ground before being fed to the kiln. Coal-based fuels cannot be used to heat kilns as ash residue would affect the whiteness of clinker. Hence, petroleum-based fuels, which are more costly, are used in kilns. Cooling of clinker needs the absence of oxygen to prevent color addition to the clinker due to oxidization.28 | P a g e
  • 29. The white cement industry, despite having only two major players,Grasim and JKCL, is expected to see only a moderate rise in bothvolumes and prices, mainly due to stiff competition from substitutes.JKCL plans to focus on value added products such as wall putty, whichwould help in achieving higher realizations.White cement has become the part and parcel of each house. It hasbecome an essence and necessity for an outstanding look. Whiteconcrete in all three aspects of economic, social, and environmental hasshown an outstanding sustainable development resulting in greatestpopularity with an increasing graph. It increases the durability, reducesthe permeability and enhances the overall durability of the concrete.This, in turn, enhances the lifespan. White cement has itsUnique properties and uses. White cement is produced from rawmaterials low in coloring elements such as iron, manganese andchromium, normally utilizing high grade limestone, white clay and puresilica as raw materials .Now in this modern world it has a wide spreadof uses. Mostly it is used in terrazzo, glass fiber reinforced concrete, asconcrete countertops roof tiles, cold weather construction, sound wallsswimming pools and spas, etc. It has created wonders in aestheticpurposes. Greater reflectivity will increase visibility; hence it reducesthe level of artificial lightning, enhancing road safety, Increasepopularity of monumental beauty, dams and bridges. Larger surfacearea and fineness adds to its superiority by making its use in repairworks and tile formation and floors It reflects the heat and prevents theseepage, used to produce Highly adhesive dry-mixes with low shrinkageand no efflorescence. Contribute to a better environment by reducingthe "Heat Island" effect economic characteristic makes it unique byReducing long-term maintenance costs. It doesn’t easily fade,eliminates the need for vibration for settling, reduces air pollution,used to make prefabricated pavers and tiles ,adhesive, paints and dry29 | P a g e
  • 30. mixes. the unique properties and wide variety uses has created agreater demand of it and price. Though its price is very high but overallcomparatively it is economic and sufficient in cost saving in future.We manufacture white cement under the brand names J.K. White andCamel. White cement is produced using a different quality of limestoneand is distinguished from grey cement by its white color. Each ton ofwhite cement requires approximately 1.33 tons of limestone, 0.02 tonsof gypsum and 0.2 tons of additives including white clay, feldspar andfluorspar.White cement is typically used in three principal areas of application, asset forth below:• Flooring, for the manufacturing and laying of mosaic tiles and as tilefixing grout, wall applications, such as decorative white cement paintsand plain and spray plasters; and• Other specialized applications including glass fiber reinforcedconcrete, garden furniture, lamp posts, as pointing for brick and stoneworks and as pre-cast cladding panels. We sell white cement primarilyin the Indian market. We also export white cement to a number ofcountries, including South Africa, Nigeria, Singapore, Bahrain,Bangladesh, Sri Lanka, Kenya, Tanzania, United Arab Emirates andNepal.30 | P a g e
  • 31. Corporate social responsibility- white cement unit Concrete Road with proper drainage system at Gotan village Sponsorship of annual Eye camps at Gotan Street Light for Gotan village Tree plantation along the road leading to Gotan Organizing Social event for residents of Local area Funding & Technical support for Infrastructure projects of Local Community Tube Well – to provide drinking water for villagers Temple (Renovation of two old temples) Dharamshala (Inn) at Gotan Village Free education to the wards of Kargil war heroes Free bus service for students of nearby villages Building for girls school at Gotan village31 | P a g e
  • 32. JK WALL PUTTYWhite cement based putty for luxurious and silky interior/exterior finishof your dream home . JK Wall Putty is White Cement based putty forcement plastered walls and ceilings. J.K. Wall Putty is used to fill theuneven surfaces of cement plastered walls and concrete walls.Application of J.K. Wall putty provides smooth and strong finish to thewalls for further application of all kinds of paints. The smooth finishgives better look to interiors and exteriors. PropertyTransverse Strength 2.0 N/mm2Compressive Strength 11-12 Kg/cm2.( 28 days)Whiteness Index 94%.Pot life 180 Minutes.Water demand by volume 35 to 40 %.Surface hardness 3.0 N.Maximum thickness of total 2-3 mm coats (Fine Putty).Coverage 12 Sq Feet/Kg for 2 coats*Subject to wall condition /Roughness and usage32 | P a g e
  • 33. Surface PreparationThe surface should be cleaned to make it free from dirt, dust, grease,oil and paint. All foreign impurities should be removed with a wire-brush. Wall surfaces should be cured so that the surface is saturatedwith water yet in „touch dry‟ condition.Treatment of New SurfaceThe new surface requires only soft treatment such as removal of dust,dirt and foreign matter. In case of cracks, voids and damages; it shouldbe patched up prior to application of J. K. Wall Putty with grey/whitecement.Treatment of Old SurfaceAll loose material and/ or organic growth must be removed with Puttyblade or brush. In case of old painted surface scrub the surface withcoarse emery stone/paper.Preparation of J.K. Wall Putty PasteJ. K. Wall Putty is a fine powder. Mix slowly J. K. Wall Putty with approx.40% water by volume to prepare paste of desired consistency. Mixvigorously for 5-10 minutes for making lump free, uniform and smoothputty paste. Product should be mixed in required quantities to be usedwithin 2-3 hrs of its preparation.Application First Coat Application of PuttyThe paste should be applied with Putty Blade uniformly on the wallsurface in downward to upward direction to minimize losses.After the first coating allow the surface to dry for a minimum of threehours.33 | P a g e
  • 34. When the first coat has dried, rub the surface gently with hand or softcloth to remove any loose particles.Second Coat ApplicationNormally two coats are required to get the desired finish. Second Coatis to be applied only after the first coat becomes dry.Try to limit the total thickness of coating to a maximum of 1.5 mm.Wait for at least three days after drying then use fine emery/sandpaper to remove the application mark.PACKINGJK Wall Putty is available in 2 VersionsFine PuttyCoarse PuttyPickings available are 1Kg, 5 Kgs and 20 kgs and 40 Kgs Bags to facilitaterequirements. For Coarse Putty 20 Kg.PRECAUTIONAlthough J.K. Wall Putty does not contain any toxic material, use rubbergloves while mixing, as prolonged exposure with water may soften theskin resulting in fine cuts/legions due to cement particles. Precautionshould be taken to avoid dust inhalation while handling the powderputty.34 | P a g e
  • 35. STORAGEStore J.K. Wall Putty in a dry place and open the pack just before use.Keep out of reach of children.SATISFIED CLIENTSTextile MillsNuclear Power Project -KudankulamDelhi MetroRelianceIIT KanpurPWDJUSCOIJM HyderabadMahindra GescoPharma IndustryUttar Pradesh State Building CorporationUnitechMarathonPurvankaraShipraCommon Wealth Games35 | P a g e
  • 36. Project Detail PROJECT TITLE“MARKET ANALYSIS OF WHITE CEMENT & WALL PUTTY IN PCMC Area”Project Profile- Market Research & AnalysisProject Head- Mr. A.N. Shukla, GM- Marketing, JK Cement Ltd., PuneProject Guide- Mr. Sanjay Jadhav (Area Sales Manager)1. Research Objective:To find out the current position of JK White Cement and Wall Putty inmarket and its penetration in market.2. Research Design:(a) Research Approach: - Exploratory Research.(b) Sample Size – 70 Retailers who sell white cement & wall putty invarious regions.(c) Research Methodology- Interview person on one to one basis usingstructured questionnaire.3. Method of Data Collection:Data collected by undergoing Primary Research.36 | P a g e
  • 37. RESEARCH METHODOLOGYIt’s imperative that any type of organization in the present environmentneeds systematic supply of information coupled with tool of analysis formaking sound decision which involves minimum risk.A research design is purely and simply the framework or plan for a studythat guides the collection and analysis of the data.METHODS OF DATA COLLECTION Through interaction with retailers. Through questionnaires filled from the consumer and retailers.SAMPLE DESIGNConsidering the constraints, it was decided to conduct the study basedon sample size of 70 respondents.The selection was made through approach of random sampling.Scientific method was not adopted in this study because of financialconstraints and also because of lack of time, also the basic aim of doingthe research was academic, hence most convenient way was selected.TOOLS USEDThere are several methods of collecting primary data, particularly insurveys and descriptive research. Important are:- Observation method. Through questionnaires. Interview method.37 | P a g e
  • 38. Data Analysis & Interpretation QUESTIONNAIRE ANALYSISQ). Name of the organization.Analysis: This question gives an overview about the organization. This also gives the clarity in data collection process.Q). Type of establishment Paint merchant ( ) Hardware store ( ) Cement ( ) Others ( )Analysis:This question let us know about the type of organizations beingestablished. Also the density of shops in survey area.38 | P a g e
  • 39. INTERPRETATION 4 0 0 6 7 paint shop Hardware shop Bulding Material store Marble chip shop Cement shop Any Other 53 It is clear that majority of shops were hardware shops Second type of establishment found in majority were cement dealers & building material stores.Q Do you have white cement/white putty for sales at your shop? Yes No a)White Cement ( ) ( ) b) Wall Putty ( ) ( )This question identifies availability of white cement & wall putty inshop.39 | P a g e
  • 40. InterpretationIn majority shops white cement and wall putty was presentQ) If yes then which brands are displayed at your shop? a) J.K. White c)Bothb)Birla Wall care d) Any other (please specify)……………InterpretationIn 78% shops both brands are displayedQ) Which brand do customers prefer mostly?a) J.K. White c) Bothb) Birla Wall care d) Nonee) Any other (please specify)……………………This question analyses customer preference40 | P a g e
  • 41. Interpretation JK White 49% 51% Birla wallcareQ) What is the reason for preference? a) Cost d)Profit b) Brand Name e) Schemes c)Service f)Quality41 | P a g e
  • 42. This question is designed to know the reason which influences thepurchase of Wall Putty. Gives us the parameter which effects choice of sale of Wall Putty. Q). Please rate Birla & J.K on the following attributes using the scale(0 is poor: 10 is best) Characteristics White Cement Wall Putty J.K. WC BWC J.K. BWC Whiteness Price Availability Customer satisfaction Packaging Action against complaints Credibility of stockiest Promotion Company representative serviceAnalysis: This was to know the various parameters on which Wall Putty and White Cement can be rated. The various factors which can be the differentiating factor, and can be concentrated are easily determined.42 | P a g e
  • 43. Interpretation:For White CementFor Wall Putty43 | P a g e
  • 44. Q) Does the company representative give visits? a) Yes. ( ) b) No. ( ) 17% Company Representaative Visit Yes No 83%Q) How do you see the future demand of White Cement based WallPutty?Growing fast ( )Medium ( )Stagnant ( )Declining ( )Analysis:This was to know the future market potentialAlso it allows forecasting the future demand for Wall Putty44 | P a g e
  • 45. Interpretation:Around 72% says there is potential in the market, and the market isslowly growing. This slowly growing market can be converted to fast growing market by boosting the product in the market by various marketing strategies and in can increase from 10%.45 | P a g e
  • 46. Conclusion Most of the retail outlets visited was multi-branded. According to most of the retailers covered customer prefer Birla white followed by JK white. According to retailers while making purchase decision the customer is the most sensitive to the brand name, followed by quality, followed by whiteness. By brand name customer mean a reputed company having goodwill like JK White and Birla White. JK has good market share and brand name in White Cement and Wall Putty. The company needs to promote white cement as well as wall putty more. Most of the retailers don’t face any complaints from consumers in any brand According to most of the retailers Birla White Cement is the hottest brand followed by JK White Cement. With Birla White holding more than 50% of sale in the retail market in maximum outlets.46 | P a g e
  • 47. RECOMMENDATION Although JK Cement Ltd(JK White Cements Works) is an established and known brand in the market scenario it would be beneficial for them if they pull their socks now and work on Promotional Activities and Marketing Strategies for differentiating advantage enjoyed by the competitors.  JK White Cement needs to really plan heavy and systematic investments for promotions of their products if they really want to excel in the retail market. This is primarily recommended because promotional support is the back bone of marketing and sales.  Company should select one distributor in Talegaon Area as early as possible. So that market can be covered as and sale can be increased in that area as compared to other brands.  Pimpri Chinchawad has large growing market. There is lot of market yet not being covered by JK Wall Putty. Making contact and relation with retailers will helps in creating awareness.47 | P a g e
  • 48. BIBLIOGRAPHY1) J K White Cement hand book2) J K brochures3) Marketing Management-Philip Kotler3) Marketing Research-Naresh Malhotra48 | P a g e
  • 49. Questionnaire Market position of White Cement & Wall Putty.1. Name of the organisation: …………………………….. Address: ……………………………………………………….2. Type of establishment a) Paint merchant d) Marble chip shop b) Hardware store e) Cement shop c) Building material store f) any other3. Do you have white cement/ white putty for sales at your shop? Yes No a)White Cement ( ) ( ) b) Wall Putty ( ) ( )4. If yes then which brands are displayed at your shop? a) J.K. White c)Both b)Birla Wall care d) Any other (please specify)………………………5. Which brand do customers prefer mostly? a) J.K. White c) Both b) Birla Wall care d) None e) Any other (please specify)…………………………………. 6. What is the reason for preference? Rate the following between 1 to 5(1. = Totally Unimportant; 2. = Unimportant; 3. = Neutral; 4. = Important; 5. = Very Important) a) Cost d)Profit b) Brand Name e) Schemes c) Service f)Quality49 | P a g e
  • 50. 7. Please rate J.K. Cement & Birla Wall Care on the following attributes using thescale 0 to5.(1:very poor,2:Poor 3:Average, 4:Good, 5:Very Good) Characteristics White Cement Wall Putty J.K. WC BWC J.K. BWC Whiteness Price Availability Customer satisfaction Packaging Action against complaints Credibility of stockist Promotion Company representative service White Cement Wall Putty0.5 MT-1 MT1 MT -1.5 MT1.5 MT – 2 MTMore than 2 MT (please specify thequantity)8. Average monthly sale of White Cement & Wall Putty50 | P a g e
  • 51. 9. What is the average monthly sale of JK and BIRLA from your shop? White cement White putty JK BIRLA JK BIRLA0.5 MT-1 MT1 MT -1.5 MT1.5 MT – 2 MTMore than 2 MT( please specifythe quantity)10. ABC pricing for white cement. J.K BIRLA 1kg 5kg 25kg 50kg 1kg 5kg 25kg 50kgABC11. ABC pricing for wall putty. J.K BIRLA 1kg 5kg 20kg 40kg 1kg 5kg 20kg 40kgABC51 | P a g e
  • 52. 12. Do you experience any of the following supply related problems? a) Delay in supply c) Credit problem b) Less supply d) No problem e) Any other (please specify) ………………………………………………………13. Were your problems solved satisfactorily by the concerned authority? a) Yes. ( ) b) No. (If no please specify) ( ) ………………………………………….14. Name the stockist/ servicing stockist. ……………………………………………………ADD: …………………………………………………..15. Do you get any offer/ scheme from the company? Yes No J.K BIRLA16. If yes, then which types of schemes are offered? a) Gift scheme. c) Target based tours b) Cash discount. d) Any other (please specify) ………………………………………..17. Which schemes do you prefer? a) Gift scheme. . c) Target based tours. b) Cash discount d) Any other (please specify)……………………………52 | P a g e
  • 53. 18. According to you which company gives you better schemes? a) J.K. ( ) b) BIRLA. ( ) c) Any other …………………………………………………………………….19. Does the company representative give visits? a) Yes. ( ) b) No. ( )20. If yes, does the company representative serves purpose or adds value? a) Yes (please specify how?) ( ) ……………………………………………… b) No. ( )22. How do you see the future growth of White cement/ Wall putty? (Please tickyour option) White cement Wall puttyVery fastFastSlowVery slowStagnantDeclining23. Do you have any suggestion to enhance product/ service?53 | P a g e
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