The document discusses a summer project report submitted to JK Cement Ltd on the market position of white cement and wall putty in the Pimpri Chinchwad Municipal Corporation area. It provides background on JK Cement, including that it is one of the largest cement manufacturers in Northern India and the second largest white cement manufacturer in India. The report will analyze the white cement and wall putty market in the given area to understand competitors and opportunities to help JK Cement maximize its market share.

1. BALAJI INSTITUTE OF MODERN MANAGEMENT PUNE
SUMMER PROJECT REPORT ON
“MARKET POSITION OF WHITE CEMENT AND WALL PUTTY
IN PCMC AREA”
WITH
PROJECT ORGANISATION –J.K.CEMENT LTD (J.K.WHITE
CEMENT WORKS)
Submitted to: Submitted by:
Mr.A.N.Shukla Swami Dayanand
(Manager –Marketing) MM 1113269
J.K. CEMENT LTD BIMM
PUNE PUNE
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2. ACKNOWLEDGEMENT
I take great pleasure in expressing my deep sense of gratitude to my
esteemed institute BALAJI INSTITUTE OF MODERN MANAGEMENT
AND J.K.CEMENT LTD (J.K.WHITE CEMENT WORKS) for providing me
the opportunity to complete my project on
“MARKET POSITION OF WHITE CEMENT & WALL PUTTY IN PCMC
AREA”
I gratefully acknowledge with heartfelt gratitude and profound
indebtedness towards MR.A.N.SHUKLA, Manager Marketing, J.K.
Cement Ltd (J.K. WHITE CEMENT WORKS) my esteemed project guide
for his benign benevolence, candid co-operation & productive
feedback, keen interest and inspiration given to me through the entire
period of association with him. I am also grateful to the marketing team
members & 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 successful
completion of this report.
SWAMI DAYANAND
MM 1113269
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3. DECLARATION
I, Swami Dayanand, student of BALAJI INSTITUTE OF MODERN
MANAGEMENT (BIMM) 2011-13 batch hereby declare that I have
successfully completed my project entitled “MARKET POSITION OF
WHITE CEMENT & WALL PUTTY “at organization –JK CEMENT Ltd (JK
White Cement works).
Signature
Swami Dayanand
MM 1113269
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4. EXECUTIVE SUMMARY
Title of the project “MARKET ANALYSIS OF WHITE CEMENT & WALL
PUTTY 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.
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5. TABLE OF CONTAINS
Sr. 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 47
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6. INTRODUCTION
CEMENT INDUSTRY
Sector structure/Market size
India is the world's second largest producer of cement with total
capacity of 260 million tonnes (MT) as on April 30, 2012, according to
the Cement Manufacture’s Association. During May 2012, the cement
production 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 13.06
MT 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 India's 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.
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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 11
MT cement during April-September 2011. It took the total cement
production in Financial Year 2010 to 231 MT.
Following are the major players in the Indian cement industry
Company Production Installed Capicity
ACC 17902 18640
Gujarat Ambuja 15094 14860
Ultratech 13707 17000
Grasim 14115 14649
India Cements 8810 8434
JK Group 6174 6680
Jaypee Group 6531 6316
Century Textiles 6300 6636
Madras Cements 5470 4550
Birla Corp. 5150 5113
Lafarge 5000 4573
FIGURES IN METRIC TONNES
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8. WHITE CEMENT
White Cement has registered growth in production and sale in India in
the last few years. The White Cement sector has been growing at the
rate of 11% per year. This has given the Indian cement industry a major
boost.
White Cement is much like the ordinary grey cement except that it is
white in color. In order to get this color of the White Cement, its
method of production is different from that of the ordinary cement.
White Cement is used in architectural projects the use of white cement
has been specified. It is used in decorative works and also wherever
vibrant colors are desired. White Cement is used to fill up the gaps
between marble and ceramic tiles for a smoother and more beautiful
finish. However, this modification in its production method makes
White Cement far more expensive then the ordinary cement
The production of White Cement requires exact standards and so it is a
product which is used for specialized purposes. White Cement is
produced at temperatures that hover around 1450-1500 degrees
Celsius. This temperature is more than what is required by the ordinary
grey cement. As more energy is required during the manufacture of
White Cement, it goes to make it more expensive than the ordinary
grey cement.
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9. White Cement is used in architectural projects the use of white cement
has been specified. It is used in decorative works and also wherever
vibrant colors are desired. White Cement is used to fill up the gaps
between marble and ceramic tiles for a smoother and more beautiful
finish.
White Cement is used in architectural projects the use of white cement
has been specified. It is used in decorative works and also wherever
vibrant colors are desired. White Cement is used to fill up the gaps
between marble and ceramic tiles for a smoother and more beautiful
finish.
The various raw materials required for the production of White Cement
are:
Limestone
Sand
Iron Ore
Nickel
Titanium
Chromium
Vanadium
Grasim and JK Cement are the major producers of white cement in the
country. While Grasim, with the Birla White brand, has a capacity of 3.6
lakh tones, JK has a capacity of 2.4 lakh tones. The Indian white cement
industry has an installed capacity of 6.8 lakh tones and the operating
capacity, at present, stands at 6 lakh tones.
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10. TYPES OF CEMENT AND THEIR IS CODE
Types of Cement IS No.
ORDINARY PORTLAND CEMENT-33 GRADE 269-1989
ORDINARY PORTLAND CEMENT-43 GRADE 8112-1989
ORDINARY PORTLAND CEMENT-53 GRADE 12269-1987
RAPID HARDINING CEMENT 8041-1990
PORTLAND SLAG CEMENT 455-1989
PORTLAND POZZOLANA CEMENT (P-1) 1489-1991
PORTLAND POZZOLANA CEMENT (P-2) 1489-1991
MASONARY CEMENT 3466-1988
HIGH ALUMINA CEMENT 6452-1989
SUPERSULPHATED CEMENT 6909-1990
WHITE PORTLAND CEMENT 8042-1989
HYDROPHOBIC PORTLAND CEMENT 8043-1991
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11. CEMENT TYPE SPECIFIC USE
S.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.
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12. Manufacturing
Process Of WC
Mining (Limestone) Purchased Power
Crushing
Other 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
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13. Porters Five Force Model For Cement Industry
Threat of New Entrance:
The high capital costs acts as a major entry barrier for the entry of new
players. The high freight costs make it difficult to import cement.
Cement being a high volume low value commodity results in high
freight costs, which makes cement imports economically unfeasible.
Domestic Cement industry is highly insulated from global cement
markets. With Go intervention, making cement duty free, cement is
being imported from neighboring countries.
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14. However, due to logistics issues and lack of port handling capabilities,
imports of cement will remain negligible and do not pose a threat to
domestic industry.
Bargaining power of Suppliers:
The major inputs are coal and power. The Prices of both coal and power
are determined by the government. To mitigate the high costs of power
the cement players have set up captive power plants.
Competitive rivalry between existing players:
Previously the rivalry was strong among the players, as the industry was
not consolidated. During the last few years the industry has become
more consolidated with the Top 3 players having a combined market
share 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 is
institutional sales. The retail buyers don’t have any bargaining power
while the institutional buyers get a discount of 5 to 10 percent as they
buy cement in bulk.
Threat of Substitutes:
There are no good substitutes for cement. But for wall putty sunla &
pop are used.
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15. SWOT ANALYSIS FOR CEMENT INDUSTRY
Strengths: Double digit growth rate
Cement 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 and
irrigation 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 commodity
Cement Industry is highly fragmented
Industry is also highly regionalized
Low – value commodity makes transportation over long distances un-
economical
Opportunities: Demand–supply gap
Substantially lower per capita cement consumption as compared to
developing countries (1/3 rd of world average) Per capita cement
consumption in India is 82 kgs against a global average of 255 kgs and
Asian average of 200 kgs.



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16. 

Additional capacity of 20 million tons per annum will be required to
match the demand
Limited green field capacity addition in pipeline for next two years,
leading to favorable demand – supply scenario
FOR THE YEAR 2011-12, THE DEMAND HAS RAISED UPTO 220 MT &
THE SUPPLY WAS STILL SHORT TO 197 MT.
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17. Threats: Rising input costs
Government intervention to adjust cement prices
Possibility of over bunching of capacities in the long term as some of
the players have already announced new capacities
Transportation cost is scaling high; bottleneck due to loading
restrictions
Coal prices climbing up; industry players say current shortage of coal in
the country is estimated to be over 10 million tones.

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18. Company Profile
ABOUT JK
J.K. Cement is an affiliate of the J.K. Organization, which was founded
by Lala Kamlapat Singhania. The J.K. Organization is an association of
industrial and commercial companies and has operations in a broad
number of industries.
JK‟s cement operations commenced commercial production in May
1975 at their first plant at Nimbahera in the state of Rajasthan. At
Nimbahera, company started with a single kiln with a production
capacity of 0.3 million tons. They added a second kiln in 1979 with
production capacity of 0.42 million tons, and a third kiln in 1982 with a
production capacity of 0.42 million tons. Then a precalciner with a
capacity of 0.4 million tons was added in 1988, which increased
company’s capacity at Nimbahera to 1.54 million tons. During the years
1998 through 2003, JK continued to implement modifications to each of
their kilns, which increased aggregate capacity at Nimbahera to 2.8
million 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 tons
per annum of grey cement. White cement plant was completed in 1984
with a capacity of 50,000 tons, and continuous modifications to the
plant have increased its production capacity to 300,000 tons as of
September 30, 2005.
The pillars for J.K.White Cement are Dr. Gaurhari Singhania (Chairman)
& Mr. Yadupati Singhania (Managing Director).
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19. Currently Mr.B.K.Arora is president of Works & Mr. V.P. Singh is
President, Marketing.
Today, J. K. Cement Ltd. is one of the largest cement manufacturers in
Northern India. And is also the second largest white cement
manufacturer in India by production capacity. While the grey cement is
primarily sold in the northern India market, the white cement enjoys
demand 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 for
production of white cement provides us with a competitive advantage.
Based on geological surveys conducted by independent agencies on our
mines between 1996 and 2001, our limestone reserves for both grey
and white cement are expected to meet our existing and planned
limestone requirements of 4.0 MnTPA of grey cement and 0.4 MnTPA
of white cement, for approximately 40 years.
Backed by state-of-the-art technology and highly skilled manpower
against the backdrop of India’s infrastructural growth in an overdrive,
we are upbeat about the future. We are confident of contributing
heavily in India’s journey of development. We see a world of concrete
ideas on the horizon.
In India J.K. White Cement Works is the first company to introduce
white cement manufacturing with expert & modern dry process
technology in 14th August 1984 with the technical collaboration of M/s.
F.L. Smith, Denmark. Our plant is first in Asia who adopts X-Ray
Analyzer Fuzzy Logic System for quality control.
J.K. White Cement Works is located at GOTAN, District- Nagpur, and
Rajasthan.
Gotan is situated around 84 km east of Jodhpur & 541 km west from
Delhi and connecte4d by broad gauge railway line. Jodhpur is the
nearest airport from Gotan.
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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 India
White cement accounted for 16.6% of our total cement revenue and
35.2% of adjusted EBITDA from our cement operations in fiscal 2005,
and 15.5% of revenues and 26.7% of our adjusted EBITDA from
MANAGEMENT PHILOSOPHY
Customer Satisfaction
Always invest in Latest Technology
Huge Distribution Network Creation
Expansion through Balancing Equipment
Constant focus on Cost Control & Quality
Invest in Managers & Develop People Skills
Stability of Executive Management & Low Employee turnover
Social Welfare - A Priority
OUR STRENGTH
We enjoy a number of key competitive advantages, which have helped
us maintain our position as one of the leading cement manufacturers in
the Northern Indian cement market. Our principal strengths and
competitive advantages are as follows:
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21. Our cement operations in the six months ended September 31, 2005.
Unlike grey cement, the white cement industry in India is highly
concentrated with the two largest players accounting for the
substantial majority of India’s production capacity.
Consequently, prices of white cement have been relatively less volatile
and sales of white cement have generated more stable cash flows for
us even during industry downturns in grey cement. We also believe our
position as the second largest producer of white cement in India,
together with our nationwide delivery network, significantly enhances
the overall brand image of JK Cement.
Quality of products and strong brand name
We believe that brand name and reputation are important to retail
purchasers of cement in India. We have built a strong reputation
among cement purchasers by consistently providing high quality
products. We believe that there is strong customer awareness of our
brands, JK Cement (“Sarvashaktiman”), for grey cement in our principal
market in Northern India, and JK White (“Camel”), for white cement
across India. Further, we believe that our brand name and our
reputation for consistently supplying high quality products provide us
with a competitive advantage in ensuring that cement dealers carry our
products.
Extensive marketing and distribution network
We 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 44
feeder depots serviced by seven regional sales offices in Delhi, Haryana,
Uttar Pradesh, Punjab, Rajasthan, Madhya Pradesh and Gujarat. Our
white cement network comprises 20 feeder depots serviced by 13
regional 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 4,000
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22. retail stores that stock our grey and white cement products, as well as
22 sales promoters and four handling agents. We believe that the
extent of this network, and our relationships with our dealers, enables
us to market and distribute our cement widely and efficiently.
Awards
Architect of the Year Award (AYA)
Architecture was more or less identified with housing & more so with
elite housing. However, many countries have used architecture
effectively for public structures also, such as highways, metro rails,
factories, harbours & any other public facilities. These
projects/structures shall consume lot of building materials. If these
structures have to look pleasing, relevant architecture has to be applied
in their designs. The subject of challenges to architecture vis-a-vis town
planning, infrastructure development & affordable housing is being
discussed in various countries through various forums. Mr.Yadupati
Singhania, Managing Director, J.K. Cement Ltd., thought that we could
contribute to this cause by encouraging outstanding talent in the
profession of architecture as a continuous process & thereby set an
example for others in this profession to do better & better. This is how
Architect of the Year Award (AYA) began way back in the year 1990 (1st
Architect of the Year Award). Awards were subsequently extended to
architects of neighbouring countries from the year 1996 (7th Architect
of the Year Award). To encourage state level architecture, State
Architecture awards were also introduced from the award year AYA-98
(9th Architect of the Year Award).
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23. Regional training center
Over the years, we have developed long-term customer relationships
and a strong reputation for quality. In addition, we have a proven track
record of upgrading and modernizing our production capabilities
efficiently, having increased our production capacity at Nimbahera by
more than 80%, from 1.54 million tons in 1998 to 2.8 million tons as of
September 30, 2005.We have a stable and experienced middle and
senior level management team, many of whom have been working in
our cement operations for more than 20 years.
Our Nimbahera manufacturing facility was chosen by the World Bank
and the Danish International Development Agency as one of the four
training centers in India to serve as the “Regional Training Center” for
Northern India. There are only four regional training centers for the
cement industry in India, and we believe our operation of the training
center provides us with access to state of art training aids, live working
models, and technical expertise developed by well known national and
international cement producers.
PLANT
We manufacture grey cement in two facilities located at Nimbahera
and Mangrol in the state of Rajasthan in Northern India. White cement
is produced at our facility at Gotan in the state of Rajasthan.
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24. Our plants have obtained many accolades and recognition, the most
noteworthy being : ISO-9001:2000 QMS and ISO-14001:2004 EMS for
the grey cement facility at Nimbahera and ISO-9001:2000 QMS, ISO-
14001:1998 EMS & OHSAS-18001:2005 Occupational Health and Safety
for the white cement facility at Gotan. The construction of our first
most modern dry cement plant began in 1970 in Nimbahera in
Rajasthan.
The following table shows a breakdown of production of the
Nimbahera, Mangrol and Gotan cement facilities for the periods
indicated.
Fiscal 2009 Fiscal 2010 Fiscal 2011 Six months
ended JUNE
30, 2012
Nimbahera 2,323,283 2,272,760 2,414,196 1,256,942
Mangrol 570,464 718,572 912,419 493,211
Gotan 300,149 315,538 324,481 15,343
PRODUCTION (IN METRIC TONS)
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25. Nimbahera unit (Grey Cement)
Location: Chanderia Cluster, Rajasthan Commenced commercial
production in 1975 with an initial capacity of 0.3 MnTPA. In the year
1979, second production line was added to enhance the production
capacity to 0.72 MnTPA. 1982 witnessed the incorporation of another
production line taking the production capacity to 1.14 MnTPA.
In 1988 a pre-calciner was installed and the production capacity
touched 1.54 MnTPA. Constant modernization and up-gradation was
instrumental in bringing the plant to its present capacity of 2.8 MnTPA.
Capacity utilization of around 90% Can produce up to 3.1 MnTPA with
production 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, Rajasthan
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26. Commenced commercial production in Dec 2001 with a capacity of
0.75 MnTPA. It’s close to Nimbahera plant (10kms away) – offers it
significant synergy benefits like assistance from technical & commercial
staff of Nimbahera Complex. Additional Grinding facility of 0.25 MnTPA
Gotan unit (White Cement)
Location: Gotan, Rajasthan
Commenced commercial production in 1984 with an initial capacity of
0.05 MnTPA .Constant up-gradation and modernization, especially in
the year 2000, saw the installed capacity rise to 0.21MnTPA. The
increase in demand for this product and focus on installed capacity
backed by state-of-the-art technology, has taken its installed capacity
to 0.3 MnTPA.
Capacity utilization of around 75% . Operating profit: 30% consistently.
Recognition: ISO-9001:2000 QMS
Environmental Concern
To feed the required limestone to our cements plants, we hold four
mining leases at Ahirpura, Maliakhera, Karunda and Tilakhera where
mining is carried out using deep hole drilling and blasting. But a lot of
care has been taken to negate the ill effects of this ecology affecting
activity. To begin with, we have converted the dry drilling into wet
drilling, water is sprinkled on the haul roads, dense plantation has been
cultivated around the working pit, Sequential Blasting Machine and
down the hole delay are being used to reduce noise, vibration and fly
rock. Water is kept stored in the forth bench for use during summer as
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27. it also helps recharge the ground water table. Afforestation is carried
out at all the four mines as a part of the mining process. Till date, a
total of 2,85,396 plants have been planted covering a total area of over
65 hectares. Necessary arrangement for watering these plants,
ensuring their survival, has also been done in the form of construction
of 6 water tanks combined with the facilitation of direct water supply
pipelines and water tankers.
We have also focused on the Waste Dump Management. The
generation of waste material along with mining of limestone at all our
mines, is almost negligible. However, some waste like Interstitial Clay,
when generated, is excavated separately and dumped at the specified
places. These waste dumps are being properly leveled which are then
covered with black cotton soil scraped from other parts of the pit only.
This forms the bed for plantation or forestation. The height of the
dumps are kept only 5 to 6 mtrs. So that there will be no chance of
destabilising of these dumps after plantation in the long run.
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28. Product Profile
WHITE CEMENT
Low growth but stable business
JKCL is the country's second-largest producer of white cement, with a
0.4m-ton capacity, located at Gotan in Rajasthan. The white cement
industry has grown by around 4% over the last ten years. White cement
is seen as a high-end product, primarily for aesthetic use. Further,
unlike grey cement, which has no substitute, white cement constantly
faces a threat from substitutes such as marble and the ceramic-tile
industry. The white cement production process is slightly different from
that 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.
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29. The white cement industry, despite having only two major players,
Grasim and JKCL, is expected to see only a moderate rise in both
volumes and prices, mainly due to stiff competition from substitutes.
JKCL plans to focus on value added products such as wall putty, which
would help in achieving higher realizations.
White cement has become the part and parcel of each house. It has
become an essence and necessity for an outstanding look. White
concrete in all three aspects of economic, social, and environmental has
shown an outstanding sustainable development resulting in greatest
popularity with an increasing graph. It increases the durability, reduces
the permeability and enhances the overall durability of the concrete.
This, in turn, enhances the lifespan. White cement has its
Unique properties and uses. White cement is produced from raw
materials low in coloring elements such as iron, manganese and
chromium, normally utilizing high grade limestone, white clay and pure
silica as raw materials .Now in this modern world it has a wide spread
of uses. Mostly it is used in terrazzo, glass fiber reinforced concrete, as
concrete countertops roof tiles, cold weather construction, sound walls
swimming pools and spas, etc. It has created wonders in aesthetic
purposes. Greater reflectivity will increase visibility; hence it reduces
the level of artificial lightning, enhancing road safety, Increase
popularity of monumental beauty, dams and bridges. Larger surface
area and fineness adds to its superiority by making its use in repair
works and tile formation and floors It reflects the heat and prevents the
seepage, used to produce Highly adhesive dry-mixes with low shrinkage
and no efflorescence. Contribute to a better environment by reducing
the "Heat Island" effect economic characteristic makes it unique by
Reducing 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 dry
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30. mixes. the unique properties and wide variety uses has created a
greater demand of it and price. Though its price is very high but overall
comparatively it is economic and sufficient in cost saving in future.
We manufacture white cement under the brand names J.K. White and
Camel. White cement is produced using a different quality of limestone
and is distinguished from grey cement by its white color. Each ton of
white cement requires approximately 1.33 tons of limestone, 0.02 tons
of gypsum and 0.2 tons of additives including white clay, feldspar and
fluorspar.
White cement is typically used in three principal areas of application, as
set forth below:
• Flooring, for the manufacturing and laying of mosaic tiles and as tile
fixing grout, wall applications, such as decorative white cement paints
and plain and spray plasters; and
• Other specialized applications including glass fiber reinforced
concrete, garden furniture, lamp posts, as pointing for brick and stone
works and as pre-cast cladding panels. We sell white cement primarily
in the Indian market. We also export white cement to a number of
countries, including South Africa, Nigeria, Singapore, Bahrain,
Bangladesh, Sri Lanka, Kenya, Tanzania, United Arab Emirates and
Nepal.
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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 village
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32. JK WALL PUTTY
White cement based putty for luxurious and silky interior/exterior finish
of your dream home . JK Wall Putty is White Cement based putty for
cement plastered walls and ceilings. J.K. Wall Putty is used to fill the
uneven surfaces of cement plastered walls and concrete walls.
Application of J.K. Wall putty provides smooth and strong finish to the
walls for further application of all kinds of paints. The smooth finish
gives better look to interiors and exteriors.
Property
Transverse Strength 2.0 N/mm2
Compressive 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 usage
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33. Surface Preparation
The 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 saturated
with water yet in „touch dry‟ condition.
Treatment of New Surface
The new surface requires only soft treatment such as removal of dust,
dirt and foreign matter. In case of cracks, voids and damages; it should
be patched up prior to application of J. K. Wall Putty with grey/white
cement.
Treatment of Old Surface
All loose material and/ or organic growth must be removed with Putty
blade or brush. In case of old painted surface scrub the surface with
coarse emery stone/paper.
Preparation of J.K. Wall Putty Paste
J. 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. Mix
vigorously for 5-10 minutes for making lump free, uniform and smooth
putty paste. Product should be mixed in required quantities to be used
within 2-3 hrs of its preparation.
Application
First Coat Application of Putty
The paste should be applied with Putty Blade uniformly on the wall
surface in downward to upward direction to minimize losses.
After the first coating allow the surface to dry for a minimum of three
hours.
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34. When the first coat has dried, rub the surface gently with hand or soft
cloth to remove any loose particles.
Second Coat Application
Normally two coats are required to get the desired finish. Second Coat
is 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/sand
paper to remove the application mark.
PACKING
JK Wall Putty is available in 2 Versions
Fine Putty
Coarse Putty
Pickings available are 1Kg, 5 Kgs and 20 kgs and 40 Kgs Bags to facilitate
requirements. For Coarse Putty 20 Kg.
PRECAUTION
Although J.K. Wall Putty does not contain any toxic material, use rubber
gloves while mixing, as prolonged exposure with water may soften the
skin resulting in fine cuts/legions due to cement particles. Precaution
should be taken to avoid dust inhalation while handling the powder
putty.
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35. STORAGE
Store J.K. Wall Putty in a dry place and open the pack just before use.
Keep out of reach of children.
SATISFIED CLIENTS
Textile Mills
Nuclear Power Project -Kudankulam
Delhi Metro
Reliance
IIT Kanpur
PWD
JUSCO
IJM Hyderabad
Mahindra Gesco
Pharma Industry
Uttar Pradesh State Building Corporation
Unitech
Marathon
Purvankara
Shipra
Common Wealth Games
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36. Project Detail
PROJECT TITLE
“MARKET ANALYSIS OF WHITE CEMENT & WALL PUTTY IN PCMC Area”
Project Profile- Market Research & Analysis
Project Head- Mr. A.N. Shukla, GM- Marketing, JK Cement Ltd., Pune
Project Guide- Mr. Sanjay Jadhav (Area Sales Manager)
1. Research Objective:
To find out the current position of JK White Cement and Wall Putty in
market and its penetration in market.
2. Research Design:
(a) Research Approach: - Exploratory Research.
(b) Sample Size – 70 Retailers who sell white cement & wall putty in
various regions.
(c) Research Methodology- Interview person on one to one basis using
structured questionnaire.
3. Method of Data Collection:
Data collected by undergoing Primary Research.
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37. RESEARCH METHODOLOGY
It’s imperative that any type of organization in the present environment
needs systematic supply of information coupled with tool of analysis for
making sound decision which involves minimum risk.
A research design is purely and simply the framework or plan for a study
that guides the collection and analysis of the data.
METHODS OF DATA COLLECTION
Through interaction with retailers.
Through questionnaires filled from the consumer and retailers.
SAMPLE DESIGN
Considering the constraints, it was decided to conduct the study based
on sample size of 70 respondents.
The selection was made through approach of random sampling.
Scientific method was not adopted in this study because of financial
constraints and also because of lack of time, also the basic aim of doing
the research was academic, hence most convenient way was selected.
TOOLS USED
There are several methods of collecting primary data, particularly in
surveys and descriptive research. Important are:-
Observation method.
Through questionnaires.
Interview method.
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38. Data Analysis & Interpretation
QUESTIONNAIRE ANALYSIS
Q). 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 being
established.
Also the density of shops in survey area.
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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 in
shop.
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40. Interpretation
In majority shops white cement and wall putty was present
Q) 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)……………
Interpretation
In 78% shops both brands are displayed
Q) Which brand do customers prefer mostly?
a) J.K. White c) Both
b) Birla Wall care d) None
e) Any other (please specify)……………………
This question analyses customer preference
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41. Interpretation
JK White
49%
51% Birla wallcare
Q) What is the reason for preference?
a) Cost d)Profit
b) Brand Name e) Schemes
c)Service f)Quality
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42. This question is designed to know the reason which influences the
purchase 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
service
Analysis:
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.
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43. Interpretation:
For White Cement
For Wall Putty
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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 Wall
Putty?
Growing fast ( )
Medium ( )
Stagnant ( )
Declining ( )
Analysis:
This was to know the future market potential
Also it allows forecasting the future demand for Wall Putty
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45. Interpretation:
Around 72% says there is potential in the market, and the market is
slowly 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%.
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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.
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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.
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48. BIBLIOGRAPHY
1) J K White Cement hand book
2) J K brochures
3) Marketing Management-Philip Kotler
3) Marketing Research-Naresh Malhotra
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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 other
3. 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)Quality
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50. 7. Please rate J.K. Cement & Birla Wall Care on the following attributes using the
scale 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 Putty
0.5 MT-1 MT
1 MT -1.5 MT
1.5 MT – 2 MT
More than 2 MT (
please specify the
quantity)
8. Average monthly sale of White Cement & Wall Putty
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51. 9. What is the average monthly sale of JK and BIRLA from your shop?
White cement White putty
JK BIRLA JK BIRLA
0.5 MT-1 MT
1 MT -1.5 MT
1.5 MT – 2 MT
More than 2 MT
( please specify
the quantity)
10. ABC pricing for white cement.
J.K BIRLA
1kg 5kg 25kg 50kg 1kg 5kg 25kg 50kg
A
B
C
11. ABC pricing for wall putty.
J.K BIRLA
1kg 5kg 20kg 40kg 1kg 5kg 20kg 40kg
A
B
C
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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
BIRLA
16. 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)……………………………
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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 tick
your option)
White cement Wall putty
Very fast
Fast
Slow
Very slow
Stagnant
Declining
23. Do you have any suggestion to enhance product/ service?
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