field task force
DESCRIPTION
Project reportTRANSCRIPT
Presented bySAFEER P
About Company The India Cement Ltd was established in 1946 and the first plant
was setup at sankaranagar in Tamilnadu in 1949. India Cements was founded by S. N. N. Sankaralinga Iyer The company is headed by N. Srinivasan, Vice chairman and
managing director. The Company is the largest producer of cement in South India. The Company's plants are well spread with three in Tamilnadu
and four in Andhra Pradesh which cater to all major markets in South India and Maharashtra.
The Company is the market leader with a market share of 28% in the South. It aims to achieve a 35% market share in the near future. The Company has access to huge limestone resources and plans to expand capacity by de-bottlenecking and optimisation of existing plants as well as by acquisitions.
The Company has a strong distribution network with over 10,000 stockists of whom 25% are dedicated.
Factories At:
Market Leader in South India
Six decades of Experience Professional and Experienced Management Ability to acquire and integrate Plants and Processes Continues focus on Improving Operating Efficiencies
Purpose of the study To Study the number of cement or related counters
available in each centre To Find Prospective Retailers and convert them as
Dealers or Sub dealers To analyze the market position of Sankar cement in
Kozhikode Talk. To Know the rural markets and their preferences in
cement. To analyze the retailer preference of Sankar Cement To understand services offered by other brands To find the dealer’s suggestions if any with respect
to India Cements Ltd
Areas Covered Chathamangalam Koodaranji Mavoor Perumanna Peruvayal Olavanna Thamarassey Kodenchery Kadalundi Kakkoor Nanmanda Chelannur Kizhakkoth Kattippara Kodenchery Kunnamangalam Koduvally Madavoor Narikkuni Kodiyathur Kuruvattoor
Shop wise Classification
Total Number of shops coveredCement ShopsHardware ShopsPaintHollow BricksContractorsOthers
Total number of shops covered
603
Cement shops 273
Hardware 228
Paints 42
Hollow Bricks 36
Contractors 8
Others 16
Market Presence of Each Brand
9%
21%
10%9%6%
12%9%
21%SankarAccRamcoChettinadDalmiaMalabarUltratechAndhra Brands
1Sankar 582Acc 1423Ramco 664Chettinad 635Dalmia 426Malabar 837Ultratech 61
8Andhra Brands 163
No of Shops With Each Brand
Presence of Sankar CementsPANCHAYAT MARKET POSITION
UNNIKULAM AVERAGEKATTIPARA AVERAGETHIRUVAMBADI AVERAGEPERUVAYAL WEEKPUDUPPADI STRONGNANMANDA WEEKMUKKAM AVERAGEOLAVANNA AVERAGENARIKKUNI STRONGPERUMANNA WEEKMAVOOR WEEKKOODARANJI STRONGKUNNAMANGALAM WEEKKODUVLLY WEEKKADALUNDI STRONGOMASSERY WEEKCHATHAMANGALAM WEEKKURUVATTOOR AVERAGE
Strength Dominant player in all key south Indian
Markets Brand Strength allow Premium Pricing Value for money
Weekness Not widely available No Promotional Activities No After Sales Service (Technical
Assistance) Low demand Rumors regarding the quality of Sankar
Cements Sub dealers of Sankar cements are
Interested to sell other brands
Threats Entrance of Andhra brands for cheap
price High rivalry among firms Increasing Bargaining Power of Dealers
Opportunities Now a days cement industry is witnessing major change
in purchase quantity. The share of small purchase have been rising. So, Direct retail selling will be helpful
Marketing campaign with the help of advertisement will help to boost up the sales
Availability of sankar cement is very week in kozhikode region. Concentration on small scale players in rural areas will get wide reach
After sales service like, Technical assistance, will help to boost sales
Consider contractors and concrete labors in Marketing which will help to get Product reference
Change the dealers mind from satisfied to delighted
Competitor AnalysisACC RAMCO Trusted brand High demand Widely available Better service Mass advertisement Satisfied dealers and
customers.
Brand name Widely available Mass Advertisement Better service
Competitors Promotional Activities
Advertisement Technical Assistance Concentrated
marketing Flexible Pricing