anwar1(jk ciement)

8/8/2019 ANWAR1(JK CIEMENT)

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Mohit ShuklaRoll No. 0800122072

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EXECUTIVE SUMMURY

I Mohit Shukla, student of Master in Business Administration from Integral

University, Lucknow. I did my summer Management Trainee in J.K. Cement Ltd.

As a summer management trainee I joined the J.K. White Cement Works Lucknow

under the Mr. Alok Anand Saxsena (A.S.M.). Mr. Alok Anand Saxsena guided us in our training and

research work. In his in proper and experience guidance helped us lot in my training period apart

from our guide other office member helped me.

I want to say thanks J.K. Cement Mr. Ajay Jain (Project Manager) and Mr. Rajesh

Mishra (Customer Technical Services Executives) Mr. Kunwar Vinay Pratap Singh (Management

trainee), Mr. Neeraj Awasthi (management Trainee), Mr. Arvind Singh (management trainee), Mr.

Amit Singh (marketing executive) and special thanks to who guided me in my training and helped

me in preparing my project with their experiences and knowledge.

I prepared a schedule for survey of end user of white cement and wall putty. I

visited different areas for collecting data in Lucknow region. In this survey my senior guided me.

This training help me understand practical knowledge of my study. Many

respondent help in giving regarding information for my survey. This experience in training changed

my view regarding my professional career and will defiantly help me emerge as a best professional.


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INTRODUC

TION OF

THE J.K.

CEMENT

Ltd.


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FOUNDER Lt. LALA KAMLAPAT SINGHANIA

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.

Our cement operations commenced commercial production in May 1975 at our first

plant at Nimbahera in the state of Rajasthan. At Nimbahera, we started with a

single kiln with a production capacity of 0.3 million tons. We 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. We added a precalciner with a capacity of 0.4 million tons

in 1988, which increased our capacity at Nimbahera to 1.54 million tons. During the years 1998

through 2003, we continued to implement modifications to each of our kilns, which increased our

aggregate capacity at Nimbahera to 2.8 million tons as of September30, 2005.


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We commissioned a second grey cement plant at our Mangrol plant in 2001, with a production

capacity of 0.75 million tons. As of September30, 2005, we had an aggregate production capacity of

3.55 million tons per annum of grey cement. Our white cement plant was completed in 1984 with a

capacity of50,000 tons. Our continuing modifications to the plant have increased its production

capacity to 300,000 tons as of September30, 2005.

Today, J. K. Cement Ltd. is one of the largest cement manufacturers in Northern India. We are 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 ofIndias

infrastructural growth in an overdrive, we are upbeat about the future. We are confident of

contributing heavily in Indias journey of development. We see a world of concrete ideas on the

horizon.


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DETA L OF J K CE ENTLTD:

Board ofDirectors

Key Management Personnel

Dr. Gaur Hari Singhania

Chairman

Mr. Yadupati Singhania

Managing Director & CEO

Mr. J.P. Bajpai

Mr. K.N. Khandelwal


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Mr. Raj Kumar Lohia

Mr. Ashok Sharma

Mr. Achintya Karati

Mr. Jayant Narayan Godbole

Mr. Suparas Bhandari

Dr. K.B. Agarwal


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Chairman, Dr. GaurHari Singhania

Dr. Singhania, our Chairman, holds a Master of Arts degree in Economics and a PhD degree inEconomics from Agra University. He has corporate experience spanning 50 years. He has been

associated with the Company as its Promoter Director and has led our Company since its inception in

1994. He is also the Chairman of JKSL, Juggilal Kamlapat Cotton Spg. & Wvg. Mills Company

Limited and J.K. Traders Limited. He has held the position of Chairman of the Merchant Chambers

of Uttar Pradesh and Employers Association of Northern India.

He has also been the president of Uttar Pradesh Stock Exchange Association Limited. He has been a

director of Pradeshiya Industrial Investment Corporation of Uttar Pradesh, UttarPradesh State

Industrial Development Corporation and the Uttar Pradesh State Sugar Corporation. Currently, he is

also the chancellor of Dayanand Shiksha Sansthan and the president of Kanpur Education Society.

Managing Director & CEO,Mr. Yadupati Singhania

Mr. Singhania, our Managing Director and Chief Executive Officer, holds a Bachelorof Technology (B.Tech.) degree from Indian Institute of Technology, Kanpur. He has experience

spanning 25 years in the cement industry. He has been associated with the Company as its Promoter

Director and has led our Company since its inception in 1994. He was appointed Managing Director

of the Company with effect from April 1, 2004. He was instrumental in setting up the JKSL Cement


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Division.

He is the Director of the Employers Association of Northern India, President of Kanpur Productivity

Council, and member of the Board of Governors of the National Council for Cement and Building

Material and Jodhpur Chamber of Commerce. He is also a member of the managing committee of

Cement Manufacturers Association. He has held the position of District Governor of Rotary

International and President of Foreign Trade Development (India) Association.


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ORGANIZATIONAL CHART:


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Customer Satisfaction

y Always invest in Latest Technology

y Huge Distribution Network Creation

y Expansion through Balancing Equipment

Management Philosophy

J.K


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y Constant focus on Cost Control & Quality

y Invest in Managers & Develop People Skills

y Stability of Executive Management & Low Employee turnover

y Social Welfare - A Priority

POLICYPOLICYPOLICY

JKJK


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Technologies change, needs change, and in turn products change. What remain unchanged, are

values and ideas that propel any entity forward. Ideas that are concrete and unwavering, just like

their outcome. At JK Cement we are crossing milestones, one after another, propelled by the

following concrete ideas:

1: To provide products that fully comply with technical specifications committed to our customers,

at the most competitive price.

2: To ensure complete reliability in our dealings with customers, distributors, suppliers & other

partners.

3: To operate our manufacturing facilities in such a way, that they help sustain the environment &

provide new opportunities for the underprivileged in that region.

4:To ensure that every department of our every office encourages new & better ideas and freedom ofexpressing the same, and cultivate a work environment that rewards excellence in every employees

chosen area of work leading to a harmonious & fulfilling atmosphere.

5: To motivate every team member to challenge his last best performance and out do it continually.


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6: To remain abreast and imbibe the latest technological trends for the benefit of our customers.

ENVIRONMENTCONCERNS

To feed the required limestone to our cements pleants, 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 sprinkle on the haul

roads, dense plantation has been 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 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 over65 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 of afforestation. The height of the dumps is

kept only 5 to 6 mtrs. So that there will be no chance of destabilizing of these dumps after plantation

in the long run.

Besides, JK Organization, is also involved in setting up a number of Primary Schools, Secondary

Schools, Industrial Training Institutes, Institutes of Management & Research, Institute Of medicine,

Institute of Cardiology, Institute of Radiology & Cancer Research and Dr. Gaur Hari Singhania

Academy of Productivity Science &Environmental Engineering.


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OUR STRENGTH

J.K Cement

Ltd


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STRENGTHENING CAPACITY:

Yadupati Singhania (right), Managing Director and CEO, JK Cement, and Sreechand Krupalani, MP,

at the foundation laying ceremony of greenfield cement plant in Mudhol District, Karnataka, on

Friday.

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:

Leading positionin attractive NorthernIndia grey cement market.

Based on CMA data, Northern Indian cement manufactures have consistently operated at the highest

levels of capacity utilization among Indias five regions. We believe this reflects the strong demand

in Northern India for cement products relative to supply. Further, based on capacity expansions

announced by cement manufacturers, we expect cement plants in Northern India to continue to

operate at high utilization levels and anticipate continued strong demand for our grey cement

products in the near and medium-term.

We believe that we are well positioned to take advantage of this demand, as the fourth largest grey


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cement manufacturer in Northern India, and the largest grey cement manufacturer in the state of

Rajasthan.

J K One of the Leading white cement producerinIndia

White cement accounted for16.6% 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 our cement operations in the six months ended September31, 2005. Unlike grey

cement, the white cement industry in India is highly concentrated with the two largest players

accounting for the substantial majority ofIndias 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

Proximity and access to large reserves of high quality

limestone

We have access to large reserves of limestone for both our grey and white cement operations, which

we believe are sufficient to sustain our operations well into the future. Based on independent

geological surveys of different mines during 1996 to 2001, we believe that our limestone reserves are

sufficient to support our current and planned capacity for approximately 40 years for both grey and

white cement. (Put in risk - assuming we are able to renew our existing leases upon their expiry) As

one of the first cement producers in Northern India, we were able to choose our limestone reserves in

an area with high quality limestone resources. In addition to allowing us to produce white cement,

which requires high quality limestone, it also provides us with a cost advantage, as we are not


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required to purchase sweeteners to improve the quality of limestone. Further, our manufacturing

plants are in close proximity to our limestone reserves, resulting in lower transportation costs.

Finally, our mines that supply our white cement plant at Gotan also have a supply of white clay, an

important additive necessary for white cement production.

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.

We produce grey cement and white cement. Grey cement produced by us consists of Ordinary

Portland Cement (OPC) and Portland Pozzolana Cement (PPC). OPC has three principal grades

that are differentiated by their compressive strengths, and consist of53-grade, 43-grade and 33-grade

OPC.

All our products comply with the quality standards specified by the Bureau of Indian Standards

(BIS). Our cement products are marketed under the brand names J.K. Cement and Sarvashaktiman

for OPC products, J.K. Super for PPC products and J.K. White and Camel for white cement

products, which we believe are well known brands.


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CORPORATE

Social Responsibility


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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

Organising Social event for residents of Local area

Funding & Technical support forInfrastructure 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 near by villages

Building for girls school at Gotan village

Concrete Road with proper drainage system at Gotanvillage.

There was no good motor able road available in Gotan and J K management, in the public interest

and considering the society as a whole, took the initiative and as a part its social responsibility took


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up the project of construction of Cement road at Gotan. We constructed the cement road of1Km.

with proper drainage system incurring an expenditure of around Rs. 30 Lacs in the year1991. It

proved to be a very helping hand especially for incoming and outgoing heavy traffic besides easing

out the hurdles of the residents of Gotan.

On demand of villagers, Company has taken the repair as well as renovation work of the said road in

November2005 on which approximately Rs. 10 to Rs. 15 Lacs has been incurred.

The waste water is collected out of the village through the drainage system constructed by the

company and it is stored in pond and it helps us to increase underground the water level.

Sponsorship of annual Eye camps at Gotan.

Till date 20 eye camps have been held i.e. one camp every year. Free medical eye check up at Gotan.

Free bus service for operation at Jodhpur/ Ajmer.

Free lodging & Boarding and medicines as well as spectacles to all the patients.

Yes, the eye operation is through IOL operation and operation is conducted in well-equipped hospital

at Jodhpur / Ajmer. We bring the patients to the hospital by bus i.e. checking of the patient is done at

Gotan in camp and operation is done in Hospital in operation theater and all the expenses is borne by

the company. Approx 2500 eye operations have been conducted till now.

In the every camp the out door patient is varying from 800 to 1000 and out of that approx. 125

patients are being selected for eye operation and remaining is given the free medicines/ spectacles in

the camp. Hence till now approx. 15000 patients were benefited.

In the year2005-06 we have conducted 2 eye camps i.e. to tribute to Late Sir Padampat Singhania

one extra eye camp was held at Dhanappa village.


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Street Light for Gotanvillage.

Though there was facility for electricity in the village, which is so erratic, the roads and streets were

not at all provided with lights. Gotan being a most backward area, no major help/support finance or

otherwise was forthcoming from the Panchayat /Local Bodies and hence it was thought necessary by

our company in the public interest to lend a helping hand and accordingly as per the requirement, we

purchased and installed minimum of50 Street lights to cover major road/streets i.e. the street light

has been installed on the road constructed by the company as well as roads of other area also.

Tree plantation along the road leading to Gotan.

Gotan is situated in backward Distt. Of Nagaur which falls in the desert area of Thar Rajasthan

(India). As a step towards environmental protection, the company has undertaken plantation project

since commissioning of the plant and every year5000-10000 trees of various types are planted in

Gotan and nearby area of20 Km. radius and as on date, Gotan has been developed considerably and

has become a green belt in comparison to its surrounding area. This, no doubt, strengthens the

ecological position but also helps in bringing more rains during monsoon period in comparison to

other nearby areas. The company is incurring approx. Rs. 1, 00,000/- every year. This is also one of

major contributions made by us for towards soil conservation and thus ensuring pollution free

environment for Gotan and its surroundings.

Plants are planted at mines area, various schools of Gotan village, nearby small dhanies, public

places, temple and along the road. For survival of the plant company directly take care to look afterof mines area, plantation along the major roads of Gotan and plantation at temples. The plants of

other area are being looked after by the concerned authority like Panchayat, Lions Club, School

administration etc


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ARCHITECTURE

OF

THE

YEAR

AWARD


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Architect of the Year Award (AYA)

Archit ct re was more ofless i entified with housing & more so with elite housing. However, many

countries have used architecture effectively for public structures also, such as highways, metro rails,

factories, harbors & any other public facilities. These projects/structures shall consume lot of

building materials. Ifthese structures have to look pleasing, Levant architecture has to be applied in

their designs.

The subjects of challenge to architecture vis--vis town planning, infrastructure development &

affordable housings being discussed in various countries through various forms.Mr. Yadupati

Singhania, Managing Director, J.K. Cement Ltd. thought that we could contribute to this cause by

encouraging outstanding talentin 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 backing the year 1990) 1st Architect of the Year

Award). Awards were subsequently extended to architects of neighboring 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 ofthe Year Award).


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PRODUCTLINEAND PRODUCT MIX

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 betterlookto interiors and exteriors.

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 thatthe surface is

saturated with water yetin touch dry condition.


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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 for5-10 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.


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Application

Apply uniformly the first coat of J.K. Wall Putty with blade/trowel on the wall from bottom to top.

Apply second coat after the first coat has dried completely. Limit the total thickness of 2 coats to 1.5

mm. Allow complete drying and then use fine emery paper to remove the application mark if any.

Any kind of paint can be applied on this surface. Use water for curing before applying paint.

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 powderputty.Storage Store J.K. Wall Putty in a dry place and open the pack just before use. Keep out of

reach of children.


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ComparisonBetween J.K. Wall Putty and Traditional Putty

Properties J.K. Wall Putty Traditional Putty

Binding

Property

J.K. Wall Putty is white cement based putty.

Hence it possesses good binding property.

Due to only chalk powder, ithas very less binding

property.

Durability

Due to its cement base, J.K. Wall Putty becomes

an integral part of plaster and hence more

durable.

Less durable

Coverage Area

J.K. Wall Putty covers more surface area

exceeding 20 Sq. ft./kg. In 2 coats on a new

plastered wall.

Covers less surface area.

Water

ResistanceJ.K. Wall Putty resists dampness. Does not resist dampness.

Flaking No Flaking.Flaking occurs when it

comes in contact with water.

Consumption of

Paint

J.K. Wall Putty requires less paint due to low

absorption.

Requires more paint due to

high absorption.

Primer Coat No primer coat is required. Primer coat is must.

AppearanceBetter appearance due to very high whiteness of

Putty. NCCBM certifies 93% whiteness.Appearance is yellowish.

Pigmentation Less pigment consumption yet bright colours.

High pigmentation.

Consumption yet dull

colours.

Consistency

Consistency in quality as it is made under

stringent quality control with tested ingredients

under one roof at company premises.

No consistency.

Cost Ultimate cost is less due to Ultimate cost is more.


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(a) Long life span

(b) No Primer cost

(c) Less paint consumption &

(d) No use Of enamel & varnish while preparing

putty paste.

Advantages over Plaster of Paris (POP)

1. White cement based product therefore strength is more than gypsum based POP.

2. J.K. Wall Putty can be applied on exteriors/exposed surfaces whereas the same is not possible

with POP.

3. J.K. Wall Putty is very white in appearance while POP is yellowish.

4. In case of J.K. Wall Putty no primer is required before painting, whereas it is compulsory for

POP surfaces.

5. J.K. Wall Putty resists seepage while POP does not.


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We manufacture white cement underthe brand names J.K. White and Camel.

White cementis produced using a different quality oflimestone and is distinguished from grey

cement by its white colour. Each ton of white cement requires approximately 1.33tons oflimestone,

0.02tons of gypsum and 0.2tons of additives including white clay, feldspar and fluorspar.

White cement is typically used in three principal areas of application, as set forth

below:

Flooring, forthe 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 speciali ed applications including glass fibre 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 cementto a number of

countries, including South Africa, Nigeria, Singapore, Bahrain, Bangladesh, Sri Lanka, Kenya,

Tanzania, United Arab Emirates and Nepal.


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JK Water proofis another product from JKCements Ltd. which is ISI approved. Its a water

repellent materialin powder form which specially formulated and designed to prevent passage of

waterthrough pore and capillaries ofthe concrete, thereby imparting to concrete an efficient,

dependable and durable water proofing protection against rain, ground water, moisture, dampness,

humidity etc. JK Water proofis free from chlorides and is based on material which disperses rapidly

and makes a homogenous mix with cement. It conforms with IS:2645-1975 (Reaffirmed 1987). JK

Water Proof packis available in 2 different sizes i.e. 1 kg & 25 kg.


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PLANT PRODUCTION

J.K


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PROCEDURE OF PRODUCTION

White Portland cement

White Portland cement orwhite ordinary Portland cement (WOPC) is similar to ordinary, gray

Portland cement in all respects except for its high degree of whiteness. Obtaining this color requires

substantial modification to the method of manufacture, and because of this, it is somewhat more

expensive than the gray product.

Uses

White Portland cement is used in combination with white aggregates to produce white concrete for

prestige construction projects and decorative work. White concrete usually takes the form of pre-cast

cladding panels, since it is uneconomic to use white cement for structural purposes. White Portland

cement is also used in combination with inorganic pigments to produce brightly colored concretes

and mortars. Ordinary cement, when used with pigments, produces colors that may be attractive, but

are somewhat dull. With white cement, bright reds, yellows and greens can be readily produced.

Blue concrete can also be made, at some expense. The pigments may be added at the concrete mixer.

Alternatively, in order to guarantee repeatable color, some manufacturers supply ready-blended

colored cements, using white cement as a base. The whiteness of WOPC is measured as the

powdered material having a reflectance value ("L value") in excess of85%. A particular success in

the use of WOPC and added pigments is monocouche renders.

MANUFACTURE

Rawmix formulation

The characteristic greenish-gray to brown color of ordinary Portland cement derives from a number

of transitional elements in its chemical composition. These are, in descending order of coloring

effect, chromium, manganese, iron, copper, vanadium, nickel and titanium. The amount of these in


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white cement is minimized as far as possible. Cr2O3 is kept below 0.003%, Mn2O3 is kept below

0.03%, and Fe2O3 is kept below 0.35% in the clinker. The other elements are usually not a significant

problem. Portland cement is usually made from cheap, quarried raw materials, and these usually

contain substantial amounts of Cr, Mn and Fe. For example, limestones used in cement manufacture

usually contain 0.3-1% Fe2O3, whereas levels below 0.1% are sought in limestones for white

manufacture. Typical clays used in gray cement rawmix may contain 5-15% Fe2O3. Levels below

0.5% are desirable, and conventional clays are usually replaced with kaolin. Kaolin is fairly low in

SiO2, and so a large amount ofsand is usually also included in the mix. Iron and manganese usually

occur together in nature, so that selection of low-iron materials usually ensures that manganese

content is also low, but chromium can arise from other sources, notably from the wear ofchrome

steel grinding equipment during the production of rawmix. See rawmill. This wear is exacerbated by

the high sand-content of the mix, which makes it extremely abrasive. Furthermore, to make a

combinable rawmix, the sand must be ground to below 45 m particle diameter. Often this is

achieved by grinding the sand separately, using ceramic grinding media to reduce contamination.

Kiln operation

In general, the rotary kilns used to chemically combine the raw materials are operated at a higher

peak temperature (1450-1500C) than that required for gray clinker manufacture (1400-1450C).

This requires a higher fuel consumption (typically20-50%

more), and results in lower kiln output(typically 20-50% less) for a given sized kiln. The reason for this is the relatively small amount of

liquid produced during sintering, because of the low iron-content of the mix. The final reaction in the

kiln, conversion of belite to alite, requires the melt liquid as a solvent, and is slower if the amount of

melt is low. This can be partially compensated by adding to the rawmix a combination of calcium

sulfate and fluoride in the form of calcium fluoride or waste cryolite. This combination reduces the

reaction temperature. In cases where the clinker Fe2O3 content is above 0.2% (which is almost

always the case), the unique processes of "bleaching" and "quenching" are also employed.

"Bleaching" involves directing a second flame (apart from that used to heat the kiln) onto the bed of

clinker close to the kiln exit, in order to reduce Fe(III) to Fe(II). This reduction is rigorously avoided

in gray cement production, because of the deleterious effect it can have on clinker quality. But in

white clinker production, where the iron content is low, this is not an issue. Subsequently, in order to

prevent the re-oxidation of the iron, "quenching" is performed. This consists of rapidly lowering the


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clinker temperature from 1200C to below 600C in a few seconds, as it leaves the kiln. This usually

involves dropping it into cold water. This contributes to the relatively poor energy efficiency of the

process, since the sensible heat of the clinkeris not recycled as in normal clinker manufacture.

Clinker grinding and handling

The clinker is next ground to cement (perhaps after a drying stage). Here calcium sulfate is added to

control set, in the form of a high-purity grade of gypsum or anhydrite. In some specifications (not

ASTM), a small amount of titanium dioxide may be added to improve reflectance. At all stages,

great care is needed to avoid contamination with colored materials.

Specifications

White Portland cement differs physically from gray cement only in terms of its color. Its setting

behavior and strength development are essentially the same as that expected in gray cement, and it

meets standard specifications such as ASTM C 150 and EN 197. In practice, because much white

cement is used in pre-cast concrete products, it is commonly made to a high-early strength

specification such as ASTM C 150 Type III. This aids concrete manufacturers' production rate.

Higher potential strength also helps to counteract the strength-diminishing effects of pigment

addition. In addition to the usual specifications, manufacturers guarantee the whiteness of the

product, typically in terms of a reflectance measurement, such as L*a*b L-value, or tristimulus. In

the latter case, because off-color white cement tends to be greenish, the Tri-Y (green) value is used.

Because the color so much depends upon the "bleaching" and "quenching" operations, merely

specifying a low iron content does not guarantee good whiteness.


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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. 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

PRODUCTION (IN METRICTONS)

Fiscal2003

Fiscal 2004 Fiscal 2005

Six months ended

September 30,

2005

Nimbahera 2,323,283 2,272,760 2,414,196 1,256,942

Mangrol 570,464 718,572 912,419 493,211

Gotan 200,149 215,538 224,481 99,343


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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 0.72MnTPA. 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

Location:Chanderia Cluster, Rajasthan

Commenced commercial production in Dec2001 with a capacity of 0.75MnTPA. Its close to

Nimbahera plant (10kms away) offers it significant synergy benefits like assistance from technical


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& commercial staff of Nimbahera Complex.

Additional Grinding facility of 0.25MnTPA

Location: Gotan, Rajasthan

Commenced commercial production in 1984 with an initial capacity of 0.05MnTPA. 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

around75%.Operating profit: 30% consistently.

Recognition: ISO-9001:2000 QMS, ISO-14001:1998 EMS & OHSAS-18001:2005


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The production process for cement consists of drying, grinding and mixing limestone and additives

like bauxite and iron ore into a powder known as raw meal . The raw meal is then heated and

burned in a pre-heater and kiln and then cooled in an air cooling system to form a semi-finished

product, known as a clinker. Clinker (95%) is cooled by air and subsequently ground with gypsum

(5%) to form Ordinary Portland Cement (OPC ). Other forms of cement require increased blending

with other raw materials. Blending of clinker with other materials helps impart key characteristics to

cement, which eventually govern its end use.

There are two general processes for producing clinker and cementin India : adry process and a wet

process.

The basic differences between these processes are the form in which the raw mealis fed into the kiln,

and the amount of energy consumed in each ofthe processes. In the dry process, the raw mealis fed

into the kiln in the form of a dry powder resulting in energy saving, whereas in the wet process the

raw mealis fed into the kiln in the form of slurry. There is also a semi-dry process, which consumes

more energy than the dry process butlesserthan the wet process.

DRY PROCESS

The basic steps involved in the production process are set out below:

All J.K. Cement plants are dry process plants. Limestone is crushed to a uniform and usable size,

blended with certain additives (such as iron ore and bauxite) and discharged on a vertical roller mill,where the raw materials are ground to fine powder. An electrostatic precipitator dedusts the raw mill

gases and collects the raw meal for a series of further stages of blending. The homogenized raw meal

thus extracted is pumped to the top of a preheater by airlift pumps. In the preheaters the materialis

heated to 750C. Subsequently, the raw meal undergoes a process of calcination in a precalcinator (in


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which the carbonates present are reduced to oxides) and is then fed to the kiln. The remaining

calcination and clinkerization reactions are completed in the kiln where the temperature is raised to

between 1,450C and 1,500C. The clinker formed is cooled and conveyed to the clinker silo from

where it is extracted and transported to the cement mills for producing cement. For producing OPC,

clinker and gypsum are used and for producing Portland [Pozzolana] Cement (PPC), clinker,

gypsum and fly ash are used. In the production of Portland Blast Furnace Stag Cement (PSC),

granulated blast furnace slag from steel plants is added to clinker.


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Finished Products in Year 2008-09.

Finished Products--------------------------- in Rs. Cr. ----------------

-----------Mar2009

Product Name Unit Installed

Capacity

Production

Quantity

Sales

Quantity

Sales

Value

Portland Cement Metric Tonnes 4,471,900 3,799,581.00 3,799,759.00 1,496.84Cement (White) Metric Tonnes 400,000 249,958.00 249,196.00 0.00

Others - NA NA NA 0.00

Sales Not Specified - NA NA NA 0.00

Total 1,496.84

Source : Religare Technova


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MARKETING STRATEGY

DistributionChannel. Physical Distribution of Good inIndia.

PromotionMix

Extensive marketing and distributionnetwork

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 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.

DISTRIBUTIONDISTRIBUTION

CHANNELCHANNEL

J.KJ.K


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White cement is for both consumer Product and Industrial Product. So J.K. cement ltd. uses both

method of distribution. J.K. works ltd use personal selling/Project trade.


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Marketing Middlemen:

J.K. Cement Ltd. uses Merchant middle men for selling their products.

Middle Man

(1) Distributors

(2) Retailers

Physical Distribution of White Cement inIndia:

y Company uses surface transport for distribution of their product in India and Nepal.

y Roadways. (Trucks, Tempos)

y Railways. (Goods Train)

y Waterways. (Cargo ship)


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CUSTMERCARE:

Linking Company to Customers

President (T & MS): M. P. Rawal

SPECIALITY OF SERVICE: SPECIALITY OF EXECUTIVE:

Before Purchase Experience

Before Application Nearness to

During Application Speaking your language

JK Cement Ltd. Works on 100% consumers satisfaction. Thus why JK Cement Ltd. has Customer

Technical Services Department. This department of JK Cement works with Marketing department to

teach the consumers, painters, masons and contractors about the JK Cement products. They

organized different kind of programs to teach them. Which not only works as customer care

department it also help in creating a good will in consumers and market for JK Cement products.

Programs run by Customer Technical Service Department

1. Product Application Seminars (PAS): Company interact with the group of

Architects/engineers &Industrial Consumers for innovative and new application. We jointly

work with them to integrate these applications into their projects

2. Exhibition (EXH):Company organized many exhibition in different cities time to time to

aware the consumers and professionals.

3. Counter Service Meet (CSM):In this activity a show is organized at stockists counter to

increases the brand awareness and to respond to all sales related & technical problems faced

by consumers during construction of their houses.


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4. Demonstration of Application (DOA): Trained & experienced application

Engineers/Supervisors/Masons/Painters give demonstration of various cements to customers.

5. Stockist & Dealer Awareness(SDA): They provide basic information about our products.

Literature, packaging &trade policies to registered Dealers & Stockists.

6. Painters Technical Workshops (PTW): PTW is conducted to develop specialized

Application awareness amongst painters about J.K. Wall Putty, Cement Paint& White

Washing with White Cement application.

7. Masons Technical Workshops (MTW): MTW is conducted for masons throughout India

for knowledge transfer of specialized applications related to construction activities.


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PROMOTION MIX:

JK Cement Ltd. uses different promotion methods for their products.

Advertisement

Sales Promotion

Personal Selling

Push Strategy

Advertising: Company uses media, magazines, point or purchase display, packing,

sponsorship, billboards, banners for advertising their products in customers.

Sales Promotion: JK Cement uses Dealer-Retailers Sales Promotion Program for their

products.

Gifts: They keep giving gifts to their distributors and retailer like T-shirts, umbrella,

stationary and tools.

Discount Coupons: Consumers get money coupons in putty packets.

Exhibitions: Customers Technical Service keeps organizing exhibitions of products

in fairs.

Public Relations: Company improves its public relation through customer care with help

of Customer Technical Service.

PERSONAL SELLING: Company uses personal selling for their products in form of

Project Trade. In this project trade marketing executives takes some construction work and

provide all type of support to consumer at using company products.


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PUSH STRATEGY:

Organization uses push strategy into the distributors and retailer by carrying trade promotion through

field staff. These force intermediaries to more merchandise. Organization provides many facilities to

distributors and retailer to increase the sale of J.K. Cement products in market.


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GROWTH

J.K Cement


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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. 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.

White Cement is used in architectural projects the use of white cement has beenspecified. 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:

y Limestone

y Sand

y Iron Ore

y Nickel

y Titanium

y Chromium

y Vanadium


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Historyof

White

Cement


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WHITE PORTLAND CEMENT

White Portland cement orwhite ordinary Portland cement (WOPC) is similar to ordinary, gray

in all respects except for its high degree of whiteness. Obtaining this color requires substantial

modification to the method of manufacture, and because of this, it is somewhat more expensive than

the gray product.

Uses

White Portland cement is used in combination with white aggregates to produce white concrete for

prestige construction projects and decorative work. White concrete usually takes the form of pre-cast

cladding panels, since it is uneconomic to use white cement for structural purposes. White Portland

cement is also used in combination with inorganic pigments to produce brightly colored concretes

and mortars. Ordinary cement, when used with pigments, produces colors that may be attractive, but

are somewhat dull. With white cement, bright reds, yellows and greens can be readily produced.

Blue concrete can also be made, at some expense. The pigments may be added at the concrete mixer.

Alternatively, in order to guarantee repeatable color, some manufacturers supply ready-blended

colored cements, using white cement as a base. Thewhiteness of WOPC is measured as the

powdered material having a reflectance value ("L value") in excess of85%. A particular success in

the use of WOPC and added pigments is monocouche renders.

Manufacture

Rawmix formulation

The characteristic greenish-gray to brown color of ordinary Portland cement derives from a number

oftransitional elements in its chemical composition. These are, in descending order of coloring

effect, chromium, manganese, iron, copper, vanadium, nickel and titanium. The amount of these in

white cement is minimized as far as possible.Cr2O3 is kept below 0.003%, Mn2O3 is kept below

0.03%, and Fe2O3 is kept below 0.35% in the clinker. The other elements are usually not a significant

problem. Portland cement is usually made from cheap, quarried raw materials, and these usually

contain substantial amounts of Cr, Mn and Fe. For example, limestones used in cement manufacture

usually contain 0.3-1% Fe2O3, whereas levels below 0.1% are sought in limestones for white


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manufacture. Typical clays used in gray cement rawmix may contain 5-15% Fe2O3. Levels below

0.5% are desirable, and conventional clays are usually replaced with kaolin. Kaolin is fairly low in

SiO2, and so a large amount ofsand is usually also included in the mix. Iron and manganese usually

occur together

in nature, so that selection of low-iron materials usually ensures that manganese content is also low,

but chromium can arise from other sources, notably from the wear ofchrome steel grinding

equipment during the production of rawmix. See rawmill. This wear is exacerbated by the high sand-

content of the mix, which makes it extremely abrasive. Furthermore, to make a combinable rawmix,

the sand must be ground to below 45 m particle diameter. Often this is achieved by grinding the

sand separately, using ceramic grinding media to reduce contamination.

Kiln operation

In general, the rotary kilns used to chemically combine the raw materials are operated at a higher

peak temperature (1450-1500C) than that required for gray clinker manufacture (1400-1450C).

This requires a higher fuel consumption (typically 20-50% more), and results in lower kiln output

(typically 20-50% less) for a given sized kiln. The reason for this is the relatively small amount of

liquid produced during sintering, because of the low iron-content of the mix. The final reaction in the

kiln, conversion ofbelite to alite, requires the melt liquid as a solvent, and is slower if the amount of

melt is low. This can be partially compensated by adding to the rawmix a combination ofcalcium

sulfate and fluoride in the form ofcalcium fluoride or waste cryolite. This combination reduces the

reaction temperature. In cases where the clinker Fe2O3 content is above 0.2% (which is almost

always the case), the unique processes of "bleaching" and "quenching" are also employed.

"Bleaching" involves directing a second flame (apart from that used to heat the kiln) onto the bed of

clinker close to the kiln exit, in order to reduce Fe(III) to Fe(II). This reduction is rigorously avoided

in gray cement production, because of the deleterious effect it can have on clinker quality.


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But in white clinker production, where the iron content is low, this is not an issue. Subsequently, in

order to prevent the re-oxidation of the iron, "quenching" is performed. This consists of rapidly

lowering the clinker temperature from 1200C to below 600C in a few seconds, as it leaves the kiln.

This usually involves dropping it into cold water. This contributes to the relatively poor energy

efficiency of the process, since the sensible heat of the clinker is not recycled as in normal clinker

manufacture.

Clinker grinding and handling

The clinker is next ground to cement (perhaps after a drying stage). Here calcium sulfate is added to

control set, in the form of a high-purity grade ofgypsum oranhydrite. In some specifications (not

ASTM), a small amount of

titanium dioxide may be added to improve reflectance. At all stages, great care is needed to avoid

contamination with colored materials.

Specifications

White Portland cement differs physically from gray cement only in terms of its color. Its setting

behavior and strength development are essentially the same as that expected in gray cement and it

meets standard specifications such as ASTM C 150 and EN197. In practice, because much white

cement is used in pre-cast concrete products, it is commonly made to a high-early strength

specification such as ASTM C 150 Type III. This aids concrete manufacturers' production rate.

Higher potential strength also helps to counteract the strength-diminishing effects of pigment

addition. In addition to the usual specifications, manufacturers guarantee the whiteness of the

product, typically in terms of a reflectance measurement, such as L*a*b L-value, ortristimulus. In

the latter case, because off-color white cement tends to be greenish, the Tri-Y (green) value is used.

Because the color so much depends upon the "bleaching" and "quenching" operations, merely

specifying a low iron content does not guarantee good whiteness.

Annual Financial Report of the organization:


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Financial reports of company in financial year2008-09.

Mar '05 Mar '06 Mar '07 Mar '08 Mar '09

12 mths 12 mths 12 mths 12 mths 12 mths

Sources Of Funds

Total Share Capital 49.93 69.93 69.93 69.93 69.93

Equity Share Capital 49.93 69.93 69.93 69.93 69.93

Share Application Money 0.00 0.00 0.00 0.00 0.00

Preference Share Capital 0.00 0.00 0.00 0.00 0.00

Reserves 6.33 285.98 445.44 692.26 838.27

Revaluation Reserves 337.08 318.37 304.74 291.15 277.85

Net worth 393.34 674.28 820.11 1,053.34 1,186.05

Secured Loans 474.65 443.14 429.94 382.79 436.86

Unsecured Loans 79.78 110.40 97.82 127.74 127.54

Total Debt 554.43 553.54 527.76 510.53 564.40

Total Liabilities 947.77 1,227.82 1,347.87 1,563.87 1,750.45

Mar '05 Mar '06 Mar '07 Mar '08 Mar '09

12 mths 12 mths 12 mths 12 mths 12 mths

Application Of Funds

Gross Block 921.07 959.20 1,029.42 1,089.13 1,215.75

Less: Accum. Depreciation 17.83 61.21 106.98 0.00 0.00

NetBlock 903.24 897.99 922.44 1,089.13 1,215.75

Capital Workin Progress 17.84 56.90 164.39 133.84 35.06

Investments 0.00 0.00 15.91 9.50 10.74

Inventories 66.56 83.98 110.01 114.53 136.13

Sundry Debtors 42.27 46.13 62.16 57.26 53.04

Cash and BankBalance 27.79 32.62 45.25 145.44 125.20

TotalCurrent Assets 136.62 162.73 217.42 317.23 314.37

Loans and Advances 106.81 115.39 176.30 353.83 598.53

Fixed Deposits 40.36 252.80 147.28 0.00 0.00

TotalCA, Loans & Advances 283.79 530.92 541.00 671.06 912.90


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Differed Credit 0.00 0.00 0.00 0.00 0.00

Current Liabilities 258.79 247.25 255.90 289.62 382.69

Provisions 0.00 12.65 41.72 52.01 43.74

TotalCL & Provisions 258.79 259.90 297.62 341.63 426.43

NetCurrent Assets 25.00 271.02 243.38 329.43 486.47

Miscellaneous Expenses 1.67 1.90 1.74 1.96 2.44

Total Assets 947.75 1,227.81 1,347.86 1,563.86 1,750.46

Contingent Liabilities 22.09 153.96 161.88 299.99 581.86

Book Value (Rs.) 11.27 50.90 73.70 109.00 129.88


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RESEARCH

METHOD

OLOGY


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RESEARCHMETHODOLOGY

The first step in a marketing research process is to define the problem chosen for investigation. This

step is a very significant one, since it is said, A problem well defined is half solved. Once the

problem is defined the next step, which is the research design, becomes easier. The research design is

the basic framework, which provides guidelines for the rest of this research process. It is a map or

blue print according to which the research is to be conducted. The research design specifies the

methods for data collection and data analysis.

RESEARCH OBJECTIVE

Research always has a objective. Research has done for finding the solution of a problems or looking

for new ways of doing work.

My research objective is to find out CONSUMER BEHAVIOUR ANALYSIS

REGARDING J.K. WHITE CEMENT AND WALL PUTTY.

I have to find consumer response for white cement and wall putty from the end user of product.

From this research tried to find out following points.

Consumer awareness about product.

What are main reasons they preferred white cement in comparison lime.

What is there information search about the product?

What are factors they like in product after using and before using.

What is there response for product?

There satisfaction level with product.

This I have to find from this research.

My research only based on the consumer behavior analysis for cement and wall putty.


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THE RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in mannerthat

aims to combine relevance to the research purpose with economy in procedure. In fact , the research

design is the conceptual structure within which research is conducted;it constitutes the blueprint for

collection, measurement and analysis of data. As such the design includes an outline of whatthe

researcher will do from writing the hypothesis and its operationalimplications to the final analysis of

data.

The research design used in the projectis Exploratory Design. The investigation is carried upon the

selected area. The reason for choosing this design is to get responses from the customers so thatthe

company could discover new ideas trough

.

ResearchDesign

ExploratoryResearch Design

DescriptiveResearch Design

Focus Group

Primary Dataanalysis


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SAMPLETECHNIQUE

A sample design is definite plan for obtaining a sample from a given population. It refers to the

technique or the procedure the researcher would adopt in selecting items for the sample. Sample

design may as well lay down the number of items to included in the sample i.e. the size of the

sample. Sample design is determined before data are collected. There are many sample design from

which a researcher can choose. Some des igns are relatively more precise and easier to apply than

others.

Random sampling method is used in the project.

Sampling:

Probability Sampling: Once an item selected for the sample, it cannot appear in the sample

again. It gives equal opportunity of getting into the sample.

Non Probability Sampling: In non probability sampling item for the samples are selected

deliberately by the researcher, his choice concerning the items remains supreme.

Sample Si e:

The sample size has been fixed to 500 respondents. Cement & Wall Putty keeping in mind statistical

consideration and practical difficulties

SAMPLING

3UREDELOLW\6DPSOLQJ

Random sampling

1RQ3UREDELOLW\6DPSOLQJ


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Data Collection Method

The task of data collection begins after a research problem has been defined and research design/plan

chalked out. While deciding about the method of data collection to be used for the study, the

researcher should keep in mind two types of data.

Primary Data

Secondary Data

Tool for collection of data

A structured questionnaire as placed at Annexure

1. Surveys 1. Observation

Collection of data

Qualitative data Quantitative data


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THE DATA SOURCE

The source of the data has been according to the response of retailers which mainly includes

interviews of retailers & with the help of pre drafted questionnaire.

Primary dataThe primary data are those which are collected afresh and for the first time, and thus happen to be

original in character.

Primary data is collected through

Surveys

Experiments

There are several methods of collecting primary data , particularly in surveys and descriptive

researches. Important ones are:

i. Observation method,

ii. Interview method

iii. Thorough questionnaires

iv. Through schedules

And other methods which includes

a) Warrant cards

b) Distributors audits

c) Pantry audits

d) Consumer panels

e) Using mechanical devices

f) Through projective techniques

g) Depth interviews and

h) Content analysis.


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Secondary dataSecondary data is also of much significance in the research, secondary data are those data which

was recorded earlier by the researcher or other researchers for further use.

Websites

Newspaper articles

Brochures

Pamphlets

Magazines

In my research I use both ways to collect data. Topic data is primary data collected through

questionnaire.

Area covered in the survey

Demographic profile:Age group: 18 to 70 years.

Gender: Male, Female

Alambagh Aashiyana Charbagh

Telibagh Malihabad Dubagga

Balaganj Chowk Thakurganj

Kaisarbagh Cantt Road Gomti nagar

Jankipuram Sitapur Road Nishatganj

Mahanagar Chinhat Vikashnagar

Sadar Khurramnagar Daliganj

Indranagar Dasauli Kursi Road Ambarganj

Triveninagar Saadtganj Udaiganj

Thedi puliya Haiderganj Nakkhas

Khadra Daliganj Madioan


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Target segments: This survey is done on general consumer, end users,engineers, contractors, painters.

.

Method of analysis

Each data is tabulated and analyzed with the help of percentage response, corresponding graphs are

made use of each data is evaluated and findings are recorded. The conclusion is drawn, and

suggestions are made.


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ANALYSIS

AND

FINDIGS


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Q 1 Do you know about white cement

(a) Yes (No).

Response- Question1 has twp options & people give their response as

500 respondents answeris YES.

0 respondents answeris N o.

It can be shown as in pie chart as:-

Results & Findings: - Itis clearthat all respondents have information aboutthe white cement.

They are aware use of white cementin construction and white washing.

YES100%

O0%

w reness b w i e cemen

YES

O


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Q-2.What do you think that white cement is better than lime?

Response- 490 people say YES, it comes to 98%

10 people say NO, it comes to 2%


Results & Findings: - From the above result, itis clear 98 % respondents think white cementis

betterthan lime. It means white cementis most preferable product for white washing.

98%

2%

White Cement comparison with lime

YES

O


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Q-3 Why is white cement better than lime?

(a) Price (b) Durability (c) Strength (d) Whiteness.

Response-

(a) O people choose option (a) out of500--------------0%

(b) 447 people choose option (b) out of500-----------89.67%

(c) 460 people choose option (c) out of500 -----------92%

(d) 500 people choose option (d) out of500--------- 100%


Results & Findings: - Mostly people choose option b, c, d. It is clear that respondents are

understand the quality of white cement at comparison with lime. They understand the quality and

benefits from white cement.

0%

89.67% 92%00%

0%

20%

40%

60%

80%

00%

20%

P i Du a ility St gth Whit

Fa to i hit m t lik d ypo d t


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Q-4Trough which medium you get the information about J.K. white Cement?

(a) Pamphlets (b) Advertisement (c) Professionals/Painters (d) Retailers.

Response-

129 out of500 choose option a ------26%.

318 out of500 choose option b------63.60%.

245 out of500 choose option c ------49%.

357 out of500 choose option d ------71.40%.

Results & Findings: - The all medium of providing the information is capable to aware the

customers about the product. This result shows that customers main source of information search are

basic medium in cement industry. It also shows that J.K. marketing department & J.K. sales force are

doing very good job on their front.

26%

63.60%

4 %

71.40%

0%

0%

20%

30%

40%

50%

60%

70%

80%

Pamphl

t

Adv

ti

m

t P off

io al/Pai t

R

tail

M dium of P omotio Mix' u


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Q-5Have you ever used this product?

This is question has two options.

(a) Yes (b) No.

Response-

243 people used J. K. White Cement. It covers 48.6%.

257 people not used J.K. White Cement which is 51.4%.

Results & Findings:- From above chartitis clear generally people are using J.K. White

Cement. It shows people trust on J.K. white cement products and it is giving good competition to

other brand.

IfNo, than please mention the reason.

The respondents answeris:

Other product used.

No used so far white cement.

48. 0%

1.40%

Percen e ser O J.K. i e Cemen

Us d

N Us d


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Q-6Factors you like in J.K. White Cement?

(a) Whiteness (b) Strength (c) Price (d) Availability.

Response-

243 consumers like whiteness in J.K. White Cement out of243 those who used the J. K.

White Cement. It covers 100%.

183 consumers like strength in J.K. White Cement out of243 those who used the J. K.

White Cement. It covers75%.

98 consumers like price in J.K. White Cement out of243 those who used the J. K. White

Cement. Which is 40%?

47 consumers like availability of J.K. White Cement out of243 those who used the J. K.

White Cement. Which is 40%?

Results & Findings: - Results show that people like whiteness and strength of J.K. White

Cement .According to them they did not face any problem after using the product.

100%

5%

40% 40%

0%

0%

40%60%

0%

100%

120%

Whit St gth P i Availa ility

Fa to lik d i . . Whit m t y u


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Q-7 Do you know about J. K. Wall Putty?

(a) Yes (b) No.

Response-

383 respondents out of500 said YES.

117 respondents out of500 said No.

Results & Findings: - The findings clearly show that J. K. Wall Putty has good recognition

between the customers and they know the use of putty. This means J.K. cement marketing

department and sale department doing better work. J.K. Wall Putty is second most known brand in

market.

77%

%

w rness in res n en b J.K. w ll

YES NO


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Q-8Do you know any more wall putty other than J.K. WallPutty?

(a) Yes (b) No.

Response-

449 respondents (89.98%) said YES.

51 respondents (10.02%) said NO.


Results & Findings: -

It is clear from the results that consumers also know other brand of putty otherthan J. K. Wall

Putty. Customers take information for product of different companies.

90%

10%

w reness r O er w ll n J.K

YESO


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Q-9Did you ever applied J.K. Wall Putty?

(a) Yes (b) No.

Response-

214 respondents (42%) sayYES out of500 respondents.

286 respondents (58 %) say NO out of500 respondents

Results & Findings: -From above chartitis clear generally people are using J.K. Wall putty in

theirlife. It shows people trust on J.K. products.

42%

58%

Use J.K. ll P b es n en s

Applied

N tApplied


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Q-10Trough which medium you get the information about J.K. Wall Putty?

(a) Pamphlets (b) Advertisement (c) Professionals/Painters (d) Retailers.

Response-

130 out of500 choose option a ------26%.

287 out of500 choose option b------57.60%.

231 out of500 choose option c ------46.20%.

243 out of500 choose option d ------48.60%.

It can be shown as in bar chart as:-

Results & Findings: - The all medium of providing the information is capable to aware thecustomers about the product. This result shows that customers main source of information search are

basic medium in this industry. It also shows that J.K. marketing department & J.K. sales force are

doing very good job on their front.

26%

7.60%

46.20% 48.60%

0%

0%

20%

30%

40%

0%

60%

70%

M dium of P omotio al Mix Su


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Q-11Factors you like in J.K. Wall Putty?


Response-

Option (a):- 29 respondents (around 14%) like price in J.K. Wall Putty out of214

those who used the J.K. Wall Putty.

Option (b):- 113 respondents (around 53%) like durability of J.K. Wall Putty out of214


Option (c):- 199 respondents (around 93%) like strength in J.K. Wall Putty out of214those

who used the J.K. Wall Putty.

Option (d):- 147 respondents (around 69%) like whiteness in J.K. Wall Putty out of214


Results& Findings: - Results show that people like whiteness and strength of J.K. White

Cement. It has good image in respondents. J. K. cement ltd is on their standards.

1 %

3%

3%

69%

0%

20%

40%

60%

0%

100%

P i Du a ility St gth Whit

Fa to lik d i . . Wall Putty y u


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Q-12. Howis your experience with J. K. Wall Putty?

(a) Good (b) Better (c) Best.

Response:

5 users say Good. It covers 2%. 11 users say Better. It covers 5%. 198 users say Best. It covers 93%.

The point given by users of J.K. wa ll putty. 8.9 (average)

Results& Findings: - Itis clear from the resultthat user of J.K. wall putty are satisfied with J. K.products and J. K. Cement Ltd. quality control.

2%%

93%

E erience ser wi J.K. Pr c s

Be er

Bes


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Q-13Are you satisfied with J. K. Wall Putty and White Cement

(a) Yes (b) No.

Response:

98.70 % user of J. K. cement and J. K. wall putty say YES.

01.30 % user of J. K. cement and J. K. wall putty say NO.

Results& Findings: -Mostly user of J.K. Products are satisfied with product performance.

98.7 %

. %

S is c i n Users wi J.K. Pr c s

S is ie

Uns is ie


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Q-14 Suggestion given by respondents

Keep the price of products stable.

Maintain the quality of products.

Make sure availability of products in all area of Lucknow.

More promotional activities for products.


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Suggestion

to

the

Company


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Suggestion

I, Mohit Shukla doing summer training in your esteem Organization during summer training,

have done retailer survey of J.K. White Cement and Wall Putty in Lucknow Region.

Find that there is need of promotion techniques in most of the places in Lucknow ,here is no

any hoardings, wall paintings, boards as compare to leading competitorBirla .

There is a need to apply the strong and effective promotion technique. In so many areas

respondents said that they do not get J. K. products in retail shops. Following suggestions may some

worth to increase and exploit the market potential existing in these areas,

y Need to supervise them periodically by seniors.

y Make sure the quality of delivery.

y Make sure availability of products in far rural areas timely.

y Recognize and list all the potential painters from rural as well as urban areas and add

them in PaintersMeeting list at Block Level.

y Need to increase the Painters Meeting frequency from one to three times

annually.

y Inform the painters for meeting at least 15 days in advance.

y

Improved packaging of the bag.

y Provide Training to use of J. K. Products and give them training certificate and I. d.

card from the organization at regional level. Which will help in marketing the

products among the applicators of the products


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Today the Indian market has become very competitive towards White Cement & Wall Putty from the

emergence of new brands. There is a lot of competition tap the situation & growth tremendously in

the field.

The response of Indian market towards the White Cement & Wall Putty is very positive & forward

looking.

The company can do much better by implementing these given suggestion:-

1- Information broachers should be given with the bag of Putty & cement so that

consumer can know how to use these products better & effectively.

2-Advertisement play an important role in awareness of White cement &wall putty

consumer foremost television advertising is the basic gradient of awareness, but they

also pay the attention to magazine, wall painting and hoarding & effective painter

meetings.

3- Introduce more choice of packaging i.e.: 2 kg. & 10 kg. Pack of putty.

4- Introduce colors pack which can be mixed easily with White cement & can be used in

wall painting.

5-There should be a customer care helpline related to the use of J. K. products.

6- Packaging of product should be more attractive and effective

to protect from moisture.

7- Keep working on quality of their product by latest technology.

8- In white cement segment only two brands are in market. So organization must be more

aggressive in creating the brand of products.

9- More effective relation with distributors and retailers because in this Kind of product

these are main tool of selling the product and telling the people about the product.

10-Professionals/Painters provide more knowledge regarding the product quality and

applying method.


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Limit

ations


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Limitation

There is very low price arbitrage in the dealings of Dealers and Retailers.

The rate at which consumer purchase the cement from the dealers retailer are also bound to purchase

the products at the same rate.

This causes a very complex situation for the retailers as consumers directly approach to dealers for

purchase instead of retailers. This adversely affects the business of retailers and their business fall

down.

This causes a break in the chain of dealer to retailer to consumer and retailer switch over from the

chain as consumer directly to dealers.

Impossible to teach every customer of product technology and limitations.

Competition with other organization in market.

Retailers inefficiency in promoting J.K. Brands.

Slow down in Real Estate Sector.

Government neglecnces towards cement industry.

Organization Policies.

More use of Paint in decorative segment.


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CONCLUS

ION


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Conclusion

After analyzing the primary data it is found that goodwill of J K White cement product is very goodin the market. People know about J K & its products & they are using J K products. People, who are

using J K Products, are satisfied with J K product only a few people (1.30%) are not satisfied with J

K products. Generally people believe that J K White cement product provides more whiteness and

strength in comparison of other brand & mostly people rate J K Product on 9 at scales of marking.

It shows that the company image of J K White cement is very good in the market.


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BIBLIOGRAPHY

y Marketing Survey of end users.

y Google.com

y www.jkcement.com

y www.mamm.com

y www.ask.com

y Word of Mouth

y User and non-user

APPENDICX


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Analysis ConsumerBehavior of J.K. White Cement and J.K.

Wall Putty in Lucknowregion

Questionnaire:

Name of Respondent: .

Address:

Age: ..

Contact No:

____________________________________________________________

Q-1. Do you know about white cement?

(a) Yes (b) No.

Q-2. What do you think that white cement is better than lime?

(a) Yes (b) No.

Q-3. Why is better than lime?


Q-4. Trough which medium you get the information about J.K. white Cement?

(a) Pamphlets (b) Advertisement (c) Professionals/Painter (d) Retailers

Q-5. Have you ever used this product?

(a) Yes (b) No.

If No, than plea

anwar1(jk ciement)

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