project report jk white 2

8/2/2019 Project Report Jk White 2

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TABLE OF CONTENTS

Preface

Declaration

Acknowledgment

Introduction of the Company 2

Company Overview 3

Objectives of the study 7

Companys product 26

Swot Analysis 56

Marketing Research 61

Research Methodology 74

Rating Scale of Company 80

Conclusion 90

Conclusion and Suggestions for further Research 92

Annexure 96

Bibliography 98

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INTRODUCTION OF THE PROJECT TOPIC

J.K. Cement is an affiliate of the J.K. Organization, which was founded by

LalaKamlapat Singhania. The J.K. Organization is an association of industrial and

commercial companies and has operations in a broad number of industries.

Their cement operations commenced commercial production in May 1975 at their

first plant at Nimbahera in the state ofRajasthan. At Nimbahera, we 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. They added a precalciner with a

capacity of 0.4 million tons in 1988, which increased their capacity at Nimbahera to

1.54 million tons. During the years 1998 through 2003, they continued to implement

modifications to each of their kilns, which increased our aggregate capacity at

Nimbahera to 2.8 million tons as of September 30, 2005.

They commissioned a second grey cement plant at their 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.

Their white cement plant was completed in 1984 with a capacity of 50,000 tons.

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Their continuing modifications to the plant have increased its production capacity to

300,000 tons as of September 30, 2005.

Today, J. K. Cement Ltd. is one of the largest cement manufacturers in

Northern India. They 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, Ken

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EXECUTIVE SUMMARY

In modern era, there is too much competition. Every company is running for profit

and maintains a good value in consumers mind, but this is not an easy task. For

making regular profit and maintain good value, it is very important that company

making good policy and also changing time to time. Your product has a good value,

but this not means that you get good profit if your product is not available in the

market. So for Availability Company has to select a channel by which consumer get

that product from market. This is varying from company to company and product to

product that what kind of Channel Company adopted for their product to sell out in

market. There are many types of channel of marketing, but distribution channel is

simpler and more profitable for companies.

Distribution channel is more systematic way of selling different product in different

market, because in this type of channel company dont have to go to sell their

product direct to customer, and they dont have to hire too many teams of

marketing executive. Companies just hired good distributer who have knowledge

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about that market and have good wealth by which he can give credit to local

retailers. Companies just have to give some extra margin to distributer.

J.K. Cement is an affiliate of the J.K. Organization, which was founded by Lala

KamlapatSinghania. There cement operations commenced commercial production

in May 1975 at their first plant at Nimbahera in the state of Rajasthan. , J. K.

Cement Ltd. is one of the largest cement manufacturers in Northern India. They are

also the second largest white cement manufacturer in India by production capacity.

There access to high quality limestone reserves that are suitable for production of

white cement provides us with a competitive advantage. White cement accounted

for 16.6% of their total cement revenue and 35.2% of adjusted EBITDA from their

cement operations in fiscal 2005, and 15.5% of revenues and 26.7% of their adjusted

EBITDA from their cement operations in the six months ended September 31, 2005.

The analysis is done in the J.K white cement, kamla tower, Kanpur. I find that in the

segment of white cement J.K white cement is Number 1. But in wall putty they

are Number 2.

I asked some important question to distributer channel of J.K white cement. In my

survey; I found that there is some communication gap between company and local

retailers. I also found that company marketing executives did not perform their job

as they have to do. Company is also lacking in the field of marketing. Their

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competitor isstronger in marketing. And their marketing team is also very strong.

So thats why J.K losing their shares is white cement and putty also.

After analysis some recommendation are given to the organization, which will help

the organization in the field of marketing.

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OBJECTIVE

OF THE

STUDY

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OBJECTIVE

Objective of the project is to understand the comparative analysis of

marketing strategy of the JK White cement and Birla White cement. And to

know the perception of customers and dealers about the product.

To know the effectiveness of sales in project work.

To analyze the market potential in the cement and wall putty segment.

To analyze the problems which supplier faces in supplying the product.

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SCOPE OF THE STUDY

The project will help the company to concluding further study about their channel

distribution. What kind of changes they have to adopt in their distribution channel

by which they can make more ground for their products. Also by this project

company know about their marketing strategy, how they can acquire more market

for their product.

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INDUSTRY OVERVIEW OF JK WHITE

CEMENT

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.

Their cement operations commenced commercial production in May 1975 at their

first plant at Nimbahera in the state ofRajasthan. At Nimbahera, we 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. They added a precalciner with a

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capacity of 0.4 million tons in 1988, which increased their capacity at Nimbahera to

1.54 million tons. During the years 1998 through 2003, they continued to implement

modifications to each of their kilns, which increased our aggregate capacity at

Nimbahera to 2.8 million tons as of September 30, 2005.

They commissioned a second grey cement plant at their 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.

Their white cement plant was completed in 1984 with a capacity of 50,000 tons.

Their continuing modifications to the plant have increased its production capacity to

300,000 tons as of September 30, 2005.

Today, J. K. Cement Ltd. is one of the largest cement manufacturers in

Northern India. They 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.

Their access to high quality limestone reserves that are suitable for production of

white cement provides them with a competitive advantage. Based on geological

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surveys conducted by independent agencies on their mines between 1996 and 2001,

their 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 Indias infrastructural growth in an overdrive, they are upbeat about

The future. They are confident of contributing heavily in Indias journey of

development. They see a world of concrete ideas on the horizon.

Lt. Lala Juggilal Singhania

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Lt. lala Kamlapat Singhania

(The founder)

Lt. Sir Padmpat singhania

(The architect)

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Dr.Gaur Hari Shinghania

(The torchbearer)

Mr.Yadhupati Singhania

(The propagator)

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COMPANY PLANT, & PRODUCTION

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Company manufacture grey cement in two facilities located at Nimbahera and

Mangrol in the state of Rajasthan in Northern India. White cement is produced at

their facility at Gotan in the state of Rajasthan. Company 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 their

first most modern dry cement plant began in 1970 in Nimbahera in Rajasthan.

Gotan, Rajasthan:

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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, ISO-

14001:1998 EMS & OHSAS-18001:2005

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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

The following table shows a breakdown of production of the Nimbahera, Mangrol

and Gotan cement facilities for the periods indicated.

Fiscal

2003

Fiscal

2004

Fiscal

2005

Six months ended

September 30,

2005

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

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

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

MANAGEMENT PHILOSOPHY

Customers Satisfaction

Always invest in Latest Technology

Huge Distribution Network Creation

Expansion through Balancing Equipment

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Constant focus on Cost Control & Quality

Invest in Managers & Develop People Skills

Stability of Executive Management & Low Employee turnover

Social Welfare - A Priority

THEIR STRENGTH

They enjoy a number of key competitive advantages, which have helped them

maintain our position as one of the leading cement manufacturers in the Northern

Indian cement market. Their principal strengths and competitive advantages are as

follows:

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Leading position in attractive Northern India 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.

They believe this reflects the strongdemand 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.

They believe that they are well positioned to take advantage of this demand, as the

fourth largest grey cement manufacturer in Northern India, and the largest grey

cement manufacturer in the state ofRajasthan.

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 their cement operations in fiscal 2005, and 15.5% of

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revenues and 26.7% of their adjusted EBITDA from 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 Indias 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. They also believe their position as the second largest producer of white

cement in India, together with their nationwide delivery network, significantly

enhances the overall brand image of JK Cement.

Proximity and access to large reserves of high quality limestone: They have

access to large reserves of limestone for both their grey and white cement

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operations, which they believe are sufficient to sustain their operations well into the

future. Based on independent geological surveys of different mines during 1996 to

2001, they believe that our limestone reserves are sufficient to support their current

and planned capacity for approximately 40 years for both grey and white cement.

(Put in risk - assuming they are able to renew their existing leases upon their expiry)

As one of the first cement producers in Northern India, they were able to choose

their limestone reserves in an area with high quality limestone resources. In addition

to allowing them to produce white cement, which requires high quality limestone, it

also provides them with a cost advantage, as they are not required to purchase

sweeteners to improve the quality of limestone. Further, their manufacturing plants

are in close proximity to their limestone reserves, resulting in lower transportation

costs. Finally, their mines that supply their 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:

They believe that brand name and reputation are important to retail purchasers of

cement in India. They have built a strong reputation among cement purchasers by

consistently providing high quality products. They believe that there is strong

customer awareness of their brands, JK Cement (Sarvashaktiman), for grey

cement in their principal market in Northern India, and JK White (Camel), for

white cement across India. Further, they believe that their brand name and their

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reputation for consistently supplying high quality products provide them with a

competitive advantage in ensuring that cement dealers carry their products.

COMPANY PRODUCT

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Extensive marketing and distribution network:

They have a wide distribution network for grey cement in Northern India. They also

have a strong all-India distribution network for white cement. Their 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. Their white cement network comprises 20 feeder depots

serviced by 13 regional sales offices in Delhi, Chandigarh, Uttar Pradesh, West

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Bengal, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala, Maharashtra, Gujarat,

Madhya Pradesh and Rajasthan. In addition, they 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. They believe that the extent of this network, and their

relationships with dealers, enables them to market and distribute our cement widely

and efficiently.

Experience and technical know-how:

They have 30 years of experience in the Indian cement industry, which they believe

provides them with the skills to maximize production efficiency, expand production

capacity quickly and reduce costs. Over the years, they believe that they have

developed long-term customer relationships and a strong reputation for quality. In

addition, they have a proven track record of upgrading and modernizing their

production capabilities efficiently, having increased their 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. Further, they have a stable and experienced middle and

senior level management team, many of whom have been working in their cement

operations for more than 20 years. Their 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 they believe

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their 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.

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PRODUCT PORTFOLIO

They produce grey cement and white cement. Grey cement produced by them

consists ofOrdinary Portland cement (OPC) and Portland Pozzolana Cement

(PPC). OPC has three principal grades that are differentiated by their

compressive strengths, and consist of 53-grade, 43-grade and 33-grade OPC.

All their products comply with the quality standards specified by the Bureau of

Indian Standards (BIS). Their 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 believe are

well known brands.

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TYPES OF PRODUCT

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Types of Cement:

Grey Cement

Grey cement produced by us consists of OPC and PPC. There are also other cements

in the market that we do not produce, such as Portland slag cement, oil well cement,

sulphate resistant cement, rapid gardening cement, low alkali cement, low heat

cement and super finish cement.OPC has three grades that we produce, that are

differentiated by their compressive strengths, expressed in mega pascals (MPa), as

specified by the BIS.These grades are 53-grade OPC, 43-grade OPC and 33-grade

OPC, with 53-grade OPC having the highest compressive strength. The customer

selects the grade of OPC based on the intended application. Our most popular

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cement, by sales volume, is 43-grade cement, with 53-grade cement being used in

applications which require high strength characteristics.

Ordinary Portland cement

OPC is produced by inter-grinding cement clinker prepared in a rotary cement kiln

with gypsum. Each metric ton of OPC requires approximately 0.95 metric tons of

clinker and approximately 0.05 metric tons of gypsum. The range of applications,

the physical and chemical requirements specified by BIS and strength of the three

grades of OPC are discussed below:

53-grade OPC (IS:12269-1987): 53-grade OPC is high strength cement. According

to the BIS requirements, 53-grade OPC must have a 28-day compressive strength of

no less than 53 MPa. For certain specialized products, such as pre-stressed concrete

and certain pre-cast concrete items requiring high strength, 53-grade OPC is

considered useful as it can produce high-grade concrete at lower cement content

levels. They produce 53-grade OPC by exposing the clinker to the grinding process

for longer period of time, which results in a higher density and stronger cement. As

the grinding process requires a significant amount of power, finer grinding for the

53-grade OPC requires more power and is therefore priced higher compared to

lower grades of OPC.53-grade OPC can be used for the following applications:

1) Pre-cast concrete items such as paving blocks, tiles and building blocks.

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2) Pre-stressed concrete components and

(3)Runways, concrete roads and bridges.

43-grade OPC (IS-8112:1989): According to the BIS requirements, 43-grade OPC

must have a 28-day compressive strength of no less than 43 MPa. 43-grade OPC is

commonly used in the following applications:

1) General civil engineering construction work.

2) Pre-cast items such as blocks, tiles and pipes.

3) Asbestos products such as sheets and pipes and

4) Non-structural works such as plastering and flooring.

33-grade OPC (IS-269:1989): 33-grade OPC has been commonly used for general

civil construction work under normal environmental conditions. According to the

BIS requirements, 33-grade OPC must have a 28-day compressive strength of no

less than 33 MPa. The increased availability of higher grades of OPC has decreased

the use of 33-grade OPC in India and now 43-grade OPC is normally used for

general construction work rather than 33-grade OPC. 33-grade OPC is now more

commonly used for mass concreting and plain cement concreting and is produced on

a made to order basis. It can also be used for plastering and single storey individual

houses.

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Portland Pozzolana Cement:

They also manufacture PPC (IS:1489 (Part-1) 1991)

under the brand name J.K. Super. PPC is also known as blended cement or silicate

cement, and this blended cement has become increasingly popular in the market in

recent years. Each ton of PPC requires approximately 0.75 tons of clinker, 0.05 tons

of gypsum and 0.20 tons of fly ash, a pozzolanic material that is a by-product of

thermal power plants. In the manufacture of PPC, a portion of the clinker is replaced

with fly ash. This enables the cement manufacturer to produce a higher quantity of

cement per ton of clinker. As a result, the cement manufacturer can increase its

production capacity by making a limited investment in grinding capacity without a

corresponding investment in earlier stage production equipment such as kilns.

Further, the only cost incurred for fly ash is transportation cost from the thermal

power plants that generate it to the cement manufacturing site, as fly ash is currently

available free of cost. The use of fly ash therefore significantly reduces the overall

cost of production of cement.

The advantage of PPC is its low heat of hydration and corresponding resistance to

exposure to various environmental chemicals such as salt water. It is particularly

suitable for marine and hydraulic construction and other mass concrete structures.

This cement has durability that is equivalent to OPC and can be used most of the

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applications where OPC is used. As PPC is generally sold at a comparable price to

OPC and the cost of production of PPC is comparatively lower, PPCs margins per

ton are generally higher compared to OPC.

White Cement:

They 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.

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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.

They sell white cement primarily in the Indian market. They 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.

WHY J.K WHITE CEMENT

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World- class technology

o State of the art technology to ensure consistent quality at

every stage.

Best raw materials

o Gotan ( Rajasthan) having one of the best known source of

chemically pure high grade limestone.

Stringent quality control

o Quality control facility involves technical expertise of F.L.Smidth &

Co. Denmark, the world leader in cement technology.

Management system

o Certified to QMS ( ISO 9001 : 2000), EMS (ISO 14001), OHSAS

18001 & SA 8 8000.

On-line quality control equipment

o QCX : Quality control by computer & X-ray analyzers at all stages

of production.

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o Fuzzy logic : production activity from mining to cement packing

controlled by computerized technology.

Excellent whiteness

o Perfect white cement free from coloring impurities.

Economy to paint industry

o Higher fineness reduces milling time and also gives higher spreading

capacity. The result is saving on white cement cost.

Water Proof:

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JK Water proof is another product from JK Cements Ltd. which is

ISI approved. Its a water repellent material in powder form which specially

formulated and designed to prevent passage of water through pore and capillaries of

the concrete, thereby imparting to concrete an efficient, dependable and durable

water proofing protection against rain, ground water, moisture, dampness, humidity

etc. JK Water proof is 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 pack is available in 2 different sizes i.e. 1 kg &

25 kg.

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.

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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 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.

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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 powder putty.

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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Comparison Between 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,

it has 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

Resistance

J.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.

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

Appearance

Better appearance due to very high

whiteness of Putty. NCCBM certifies 93%

whiteness.

Appearance is yellowish.

Pigmentation Less pigment consumption yet bright colors.

High pigmentation.

Consumption yet dull

colors.

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

(a) Long life span

(b) No Primer cost

(c) Less paint consumption &

(d) No use Of enamel & varnish while

preparing putty paste.

Ultimate cost is more.

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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.

POLICY

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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:

To provide products that fully comply with technical specifications

committed to our customers, at the most competitive price.

To ensure complete reliability in our dealings with customers, distributors,

suppliers & other partners.

To operate our manufacturing facilities in such a way, that they help sustain

the environment & provide new opportunities for the underprivileged in that

region.

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To ensure that every department of our every office encourages new & better

ideas and freedom of expressing the same, and cultivate a work environment

that rewards excellence in every employees chosen area of work leading to

a harmonious & fulfilling atmosphere.

To motivate every team member to challenge his last best performance and

out do it continually.

To remain abreast and imbibe the latest technological trends for the benefit

of our customers.

Technical services offered

CSM Counter services meet

CSW Contractors & supervisors workshop

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DIP Downstream industry promotion for technical & managerial help to

industry

DOA Demonstration of application

EAA External application agency recommendation to customers

EXH Exhibitions for application Interaction

ICC Industrial clients contact to solve their problem

LIT Literature based on application R & D

MTW Masons technical workshops

PAS Product application seminars

PTW Painters technical workshops

RCC Rural consumers contact

SDA Stockiest & dealer awareness applications

UCC Urban consumers contact

Any other technical services/advice desired by custom

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Prompt technical services

Specialty of executive

Experience

Nearness to you

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Speaking your language

Specialty of services

Before purchase

Before application

During application

CARPORATE SOCIAL RESPONCIBILITY

WHITE CEMENT UNIT

Concrete Road with proper drainage system at Gotan village

Sponsorship of annual Eye camps at Gotan

Street Light for Gotan village

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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

GRAY CEMENT UNIT

Construction of Hospitals

Sponsorship in eye camps

Construction of Dharamshalas

Construction of Panchayat building

Construction of Temple in township

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Construction of school buildings in nearby villages

Construction of roads connecting with the highways

Provide drinking water facilities in nearby villages by bore wells

Operating an Industrial Training Institute affiliated with National Council for

Vocational Training, Govt. of India

Running two schools : Padam Vidya Vihar- From K.G. to Vth Class & Kailash

Vidya Vihar From VIth to XII affiliated with Central Board of Secondary

Education (CBSE) Govt. of India. More than 1000 students study in these schools

MANUFACTURING PROCESS

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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

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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 cement in India : a dry

process and a wet process.

The basic differences between these processes are the form in which the raw meal is

fed into the kiln, and the amount of energy consumed in each of the processes. In the

dry process, the raw meal is fed into the kiln in the form of a dry powder resulting in

energy saving, whereas in the wet process the raw meal is fed into the kiln in the

form of slurry. There is also a semi-dry process, which consumes more energy than

the dry process but lesser than the wet process.

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PRODUCTION PROCESS

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SWOT ANALYSIS

S W O T A N A L Y S I S

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STRENGTH:

MARKET STANDING: Strong presence in the market; steady growth

in sales.

MARKET COVERAGE: Nationwide coverage; semi-urban and rural

areas also well covered.

MARKET SHARE: Market leader in white cement.

INNOVATION IN MARKETING: Very innovative; especially in

distribution.

PRODUCT MIX: Wide range.

PACKAGING: Small packs, a major strength.

NEW PRODUCT CAPABILITY: Limited strength.

PRICING: Costs are controlled and prices pegged; High volumes are

released.

PHYSICAL DISTRIBUTION SERVICE LEVEL: High.

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INVENTORY MANAGEMENT: Very good inventory holding cost

lowest in the industry.

WEAKNESS:

INNOVATION IN MARKETING: Wide product mix puts strain on

production, distribution, accounting and administration.

NEW PRODUCT CAPABILITY: Innovation in new products

inadequate.

INVENTORY MANAGEMENT: Ever expanding product mix exerts

some strain on inventory management.

MARKETING CAPABILITY OVERALL: More innovation needed

for the future; Competition is catching up fast.

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OPPORTUNITY:

THE CONSUMER/DEMAND: Large consumer base; growing urban middle

class. Demand is constantly on the increase.

THE INDUSTRY/COMPETITION: Industry attractiveness/profitability

generally good in the medium term. Industry is gaining expert orientation.

TECHNOLOGY: I\those who command the best technology have the scope

to stay on top.

NATURAL ENVIRONMENT: Generally India is full of raw material.

THREAT:

THE CONSUMER/DEMAND: Consumers are becoming choosier.

THE INDUSTRY/COMPETITION: the rapid change in industry structure.

For the new entrants too competition is a major factor to reckon with.

Intense competition and overcrowding likely to lead to a shakeout in the

coming year. The demand cannot support so many problems

TECHNOLOGY: More investments and effort in technology and R&D are

required.

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NATURAL ENVIRONMENT: Though availability of main raw material

stone is no problem, cost competitiveness is lacking. Productivity has to

improve compared to international standard.

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MARKETING

RESEARCH

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What is a market?

Traditionally, a market was a physical place where buyers and sellers gathered to

buy and sell goods. Economists describe a market as a collection of buyers and

sellers who transact over a particular product.

What is marketing?

Marketing deals with identifying and meeting human and social needs. In one line

meeting need profitably. In the social terms deliver a higher standard of living

so marketing means from creating to delivering value to customers and for

managing customer relationship is marketing.

Importance of marketing

It is very important that a company always makes profit, and for this every aspect of

department works regular. Like finance, production and so on. But if there is not

sufficient demand for products or services so the company can make profit. So then

there is a need of marketing, by which company know how to sell their product or

services to consumer. Now every company has confronted newly empowered

customers and new competitors, and has had to rethink their business models.

The scope of marketing

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To prepare to be a marketer, you need to understand what marketing is, how it

works, what is marketed, and how does the marketing.

Marketing channel

Most producers do not sell their goods directly to the final users; between them

stands a set of intermediaries performing a variety of function. These intermediaries

constitute a marketing channel (also called a trade channel or distribution channel).

Formally, marketing channel are set of interdependent organization involved in the

process of making a product or services available for use or consumption. They are

the set of pathways a product or services follows after production, culminating in

purchase and use by the final end user.

Some intermediaries such as wholesalers and retailers buy, take title to and resell

the merchandise; they are called merchants. Others brokers, manufactures

representatives, sales agents search for customers and may negotiate on the

producers behalf but do not take title to the goods; they are called agents.

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The importance of channels

A marketing channel system is particular set of marketing channels employed by a

firm. Decisions about the marketing channel system are among the most critical

facing management. Marketing channel also represent a substantial opportunity cost.

One of the chief roles of marketing channel is to convert potential buyers into

profitable orders. Marketing channels must not just serve markets, they must also

make markets.

The channels chosen affect all other marketing decisions. The companys pricing

depends on whether it uses mass merchandisers or high quality boutiques. The

firms sales force and advertising decisions depends on how much training and

motivation dealers need. In addition, channel decisions involve relatively long

term commitments to other firms as well as a set of policies and procedures. When

an automaker cannot buy them out the next day and replace them with company

owned outlets.

In managing its intermediaries the firm must decide how much effort to devote to

push verses pull marketing. A push strategy involves the manufacture using its

sales force and trade promotion money to induce intermediaries to carry,

promote, and sell the product to end users. Push strategy is appropriate where there

is low brand loyalty in a category, brand choice is made in the store, the product is

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an impulse item, and product benefits are well understood. A pullstrategy involves

the manufacture using advertising and promotion to persuade consumers to ask

intermediaries for the product, thus inducing the intermediaries to order it. Pull

strategy is appropriate when there is high brand loyalty and high involvement in the

category.

Channel development

It depend on the company, what kind of channel they have, if the company is very

successful, it might branch into new market and use different channel in different

markets, the firm might sell directly to retailers; in larger markets it might sell

through distributers. In rural areas it might works with general goods merchants; in

urban areas, with limited line- merchants, in one part of the country it might grant

exclusive franchises; in another, it might sell through all outlet willing to handle the

merchandise. In one country it might use international sales agent; in another, it

might partner with local firms. In short, the channel system evolves in response to

local opportunities and conditions.

Consumers is also seeks different types of channel for different functions in making

a purchase

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The role of marketing channel

Intermediaries bring in pooled financial resources.

They help bulk and create assortment for the customer.

They are normally more cost- effective due to specialization

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Channel function and flows

A marketing channel performs the of moving goods from producers to consumers. It

overcomes the time, place and possession gaps that separate goods and services

from those who need or want them. Members of the marketing channel perform a

number of functions.

Physical flow

Title flow

66

Supplier

s

Transporters

warehousesManufactur

e

Transporte

rs Dealers

Transporters Customers

Suppliers Manufacture Dealers Consumers


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Channel levels

The producer and the final customer are part of every channel.

Consumer marketing channel

0 level 1 level 2 level 3 - level

Types of intermediaries

67

Manufactur Manufact Manufactu Manufactur

Retailer

Wholesal Wholesale

Jobber

Retailer Retailer

Consumer Consume Consume Consume


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A firm needs to identify the types of intermediaries available to carry out its channel

work. Forexample- Companies should search for innovative marketing channels.

Initially, for reaching subsidized foods grains to remote villages some state

governments used mobile vans for direct distribution. Later, with insight into tribal

customer buying behavior, these vans started distributing food grains from by

visiting periodic market, with a substantial reduction in distribution costs. HLLs

operation shakti, involving self help groups of women for reaching its products in

rural area; India times web marketing site; and ITCs e-choupal fall in this category.

Number of intermediaries

Companies have to decide on the number of intermediaries to use at each channel

level. Three strategies are available:

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Exclusive distribution

It means severely limiting the number of

intermediaries. It is used when the producer wants to maintain control over

the service level and outputs offered by the resellers. Often it involves

exclusive dealing arrangements. By granting exclusive distribution, the

producers hopes to obtain more dedicated and knowledgeable selling. It

requires greater partnership between seller and reseller and is used in

distribution of new area.

Selective distribution

It involves the use of more than a few less than

all of the intermediaries who are willing to carry a particular product. It is used

by established companies and by new companies seeking distributors. The

company does not have to worry about too many outlets; it can gain adequate

market coverage with more control & less cost than intensive distribution.

Intensive distribution

It consists of the manufacture placing or services in

as many outlets as possible. This strategy is generally used for items, such as

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tobacco products, soap, snack, foods, and gums products, for which the

consumer requires a great deal of location convenience.

Manufactures are constantly tempted to move from exclusive or selective

distribution to more intensive distribution to increase sales. This kind of

strategy helps in short term, but often hurts long term performance. Intensive

distribution increases product and service availability, but May also result in

retailers competing aggressively, if price wars ensue, retailers profitability

may also decline, potentially dampening retailer interest in supporting the

product. It may also harm brand equity.

Channel management decision

In this there are five step in which a company make a better channel to sell

their product or services:

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Selecting channel members

Training channel members

Motivating channel members

I. Coercive power

II. Reward power

III. Legitimate power

IV. Expert power

V. Referent power

Evaluating channel members

Modifying channel arrangements

No marketing channel will remain effective over the whole product life cycle. So

this is most important that companies always make changes in their marketing

channel.

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RESEARCHMETHODOLOGY

Research Definition

Simply speaking the purpose of research is to find a solution to a particular type of

problem or showing the problem a direction towards solution or putting some light

in the unknown areas of knowledge for your enlightenment to that particular area of

knowledge-thus research actually help us to understand our reality more clearly as

well as help us to enjoy better living standard. So, research is kind of a project to

find out some answers or solutions for a particular area-research is kind of

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projectbecause every project has its scope of work, time-line and resources, thats

why you may easily interrelate research work with a project-in fact every research

work works on based on a well-devised project plan

How Research Works?

Like every system of this world, research also follow certain rules and take the help

of certain organized procedures in order to get the intended result. In a word, a

research works on its methods to serve its true purpose in any area of the knowledge

domains. So, for working of a research project, you need to approach your study

area in a systematic way, which is also recognized and familiar with the rest of the

world-what I mean by this is that your research method must be recognized by all

over the world or at least by the majority of the scientific community.

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What is the value of Research?

1. Every research works either identify new opportunities for us or give us novel

ideas.

2. Research helps us to diagnosing any known problems or opportunities;

3. Help us to establish a standard of taking action on any chosen area of the

knowledge domain.

4. Evaluate and develop the current technologies and systems.

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SOURCES OF DATA

Data was gathered through secondary sources or both for problem, or project

analysis.

Secondary Data:

Secondary data is data that was collected for another purpose and

already exist somewhere. Secondary data can solve problem partly or wholly.

Secondary data offer the advantages of low cost and ready availability. Secondary

sources are Internet (websites), Books, Journals, Magazines, and Newspaper etc.

. Instruments of primary data are Questionnaires, Personal Interview etc.

Sources of Data

Secondary Data Books, Website

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Tools and Techniques of Data Collection

Inferences are drawn by quantitatively from the response percentage.

Through observations some findings are made.

Recommendations are made to improve the present policy and procedures.

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RATING SCALE

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DESCRIPTION OF THE RATING SCALE

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JK White Cement Ltd.Customer Satisfaction Survey

Customer Name Date

Customer Representative Surveyed By

Signature

Rating to be done from 1 to 10 scaleSatisfaction level based on 1 to 10 scale: from 1for totally dissatisfied to 10-for truly satisfLevel 4 -for quite dissatisfied, 7 for quite satisfied.

1 2 3 4 5 6 7 8 9The Importance level is based on 1~10 scale, from 1 for not important at all & 10-for

extremely important.Level 4 -for somewhat unimportant to level 7 for somewhat important.

Description

Purchase Department Related IssuesScale

Presale related attributes Level 1 2 3 4 5 6 7 8 9

Accessibility of Marketing personnelSatisfactionImportance

Understanding of your requirementsSatisfaction Importance

Response to your requirementsSatisfactionImportance

Providing product stock information SatisfactionImportance

Behavior of sales personSatisfactionImportance

Follow up/ continuous interactionSatisfactionImportan

ceCommunication during completive execution of Satisfacti


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This customer satisfaction survey is based on rating scale system, it is a very popular

methodology for analyzing the perception of customers about the product, about the

brand name, about their service, are they satisfied their service or not.

In this scale we use their rating system. In this scale there have been given some

attributes as-

Purchase department related attributes,

Delivery related attributes,

Order processing related attributes,

Packaging related attributes,

Over all perception about supplier related attributes,

Technical support related attributes.

These attributes have some related sub-attributes. In front of these attributes

marking has been given till 1 to 10. If the customers are satisfied the given points

(attributes) he will mark till 7 to 10. If someone gives 10 marks it will show highly

satisfaction.

If the customers are dissatisfied in the given points he can mark till 1 to 3. And if

someone gives 1 mark it will show his truly dissatisfaction.

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For example

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82

JK White Cement Ltd.Customer Satisfaction Survey

Customer Name: Mohini Enterprises Date 12/06/08

Customer Representative Surveyed By

Signature

Rating to be done from 1 to 10 scaleSatisfaction level based on 1 to 10 scale: from 1for totally dissatisfied to 10-for truly satisfiedLevel 4 -for quite dissatisfied, 7 for quite satisfied.

1 2 3 4 5 6 7 8 9

The Importance level is based on 1~10 scale, from 1 for not important at all & 10-for extremely importaLevel 4 -for somewhat unimportant to level 7 for somewhat important.

Description

Purchase Department Related IssuesScale

Presale related attributes Level 1 2 3 4 5 6 7 8 9

Accessibility of Marketing personnelSatisfaction Importance

Understanding of your requirementsSatisfaction Importance

Response to your requirementsSatisfaction Importance

Providing product stock informationSatisfaction Importance

Behavior of sales personSatisfaction

Importance

Follow up/ continuous interactionSatisfaction Importance

Communication during completive execution of salesSatisfaction Importance

Scale

Delivery Related attributes Level 1 2 3 4 5 6 7 8 9

Delivery as per order ( Qty)

Satisfactio

n Importance


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CONCLUSION

If we go through the SWOT analysis of JK White Cement product as a

whole then I found that company have a very good standing at market place

and JK White Cement have a very good corporate image among present

companies and they should cash their image by effective use of marketing

mix.

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The advertisement campaign of JK White Cement is not too good then

others. There is no field level activities is to be performed for increasing

sales.

From the survey, I found that lot of people aware of JK Wall putty . They

ask only Birla wall putty to the retailer.

In my research , I found that if J.K White Cement wants to stand in top

position then they have to maintain themselves in some areas:

1. Advertising

2. Dealer board

3. Availability ( distribution network)

4. Ad material

5. Daily visit of retailer shop by sales and marketing team.

In my research, I found that JK White Cement have more market share in

white share in white cement as compare to Birla White Cement.

However JK White Cement have good image in market. But still company is

not able to cash all opportunity, which are existing in the market.

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RECOMMENDATIONS

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In my survey, I found that JK White Cement had already a well position in the

market now white cement means JK White Cement. The proof was that when I

asked retailer which brand is more sell, and then he told me only one name. So the

sage is shown is my data analysis. By following recommendation company can

increases their market share:

Company must emphasize on advertising and creating customer awareness.

They should launch some other advertising campaign and also increase the

frequency of old advertisement.

The company must arrange very well structured and strong Distribution

Network, while have a major role in any brand success of any brand.

Company must provide dealer board display board and pop to the retailers

by which awareness of consumer increases. They also have to give proper

scheme & Stationary materials to the retailers.

In my research, the biggest road block which I found is the visit of a sales

person to the retailers shop. Every retailers told me that no company

person comes to their shop for any kind of communication. Some retailers

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not seen any companys person from last six month. So company give more

consideration on this topic, just because of this point company lose their

market share from their competitors.

To become the market leader the company should increase the customers in

the market.

The company should have proper stock so that the demand of the customers

can be easily full filled.

The frequency of the advertisement must be increased throughout the year,

The company should make regularly calls to its customer, so that they cannot

think for others.

The company should immediately respond to its customers.

There must be fast action for complaints.

The company should target project sell also.

The company should maintain the approach to contact the project customers.

A descriptive study with primary survey (questionnaire based) should be

conducted to obtain quantitative results.

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Productivity should be improved regularly.

Regular feedback should be taken for complaints.

Company should also concentrate on delivery of goods within given time of

period.

Sales person of company must be do regular visit on customer.

Make aware the consumers for your brand, for your product.

Make them believe that your products quality is the best option for them.

Target new customers.

Try to use media for advertise the product.

After selling the product your responsibility is not finish, but it is starts now.

Always try to innovate the product.

Make good relations with all your customers.

Increase customers loyalty.

Ways to increase customers loyalty-

Prompt action.

Honesty.

The customer is always loyal.

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More than just the money.

Mutual trust.

Giving the benefit of the doubt.

Walking the extra mile.

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ANEXTURE

1. How did you come to know of JK WHITE Cement?

(a) Advertisements

(b) Friends and relatives

2. Have you got the finish you expected?

(a) Yes

(b) No

3. Do you aware of the services offered by the JK WHITE Cement?

(a) Yes

(b) No

4. Have you used any of the services offered by the JK WHITE Cement?

(a) Yes

(b) No

5. What is your opinion about the services offered by the JK WHITE

Cement?

(a) Very good (c) satisfactory

(b) Good (d) poor

6. How was your experience of the product you used?

(a) Very dissatisfied (c) Neither satisfied nor dissatisfied

(b) Dissatisfied (d) very satisfied

7 Are you satisfied with the quality of the JK WHITE?



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8. What is your opinion about the durability of the JK WHITE?



9. Are you using JK WHITE first time?

(a) Yes

(b) No

10. Did you ask for the JK WHITE when you go the dealer?

(a) Yes

(b) No

if no , How did you decide to purchase the JK WHITE?

(a) Dealers Advice

(b) Friends and relatives Advice

(c) Advertisements

11. Are you satisfied with the advertisement campaign of JK WHITE?



12. Have you suggested to others to use JK WHITE?

(a) Yes

(b) No

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BIBLOGRAPHY

REFERENCES:

1. Kotler Philip,2003-Marketing Management 11th edition,Prentice Hall publication.

2. http://www.marketingteacher.com/Lessons/lessonmarketing research primary.htm.

3. http://www.marketingteacher.com/Lessons/lessonmarketing research secondary .htm.

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http://www.marketingteacher.com/Lessons/lesson%20marketing%20research%20primary.htmhttp://www.marketingteacher.com/Lessons/lesson%20marketing%20research%20primary.htmhttp://www.marketingteacher.com/Lessons/lesson%20marketing%20research%20secondary%20.htmhttp://www.marketingteacher.com/Lessons/lesson%20marketing%20research%20secondary%20.htmhttp://www.marketingteacher.com/Lessons/lesson%20marketing%20research%20primary.htmhttp://www.marketingteacher.com/Lessons/lesson%20marketing%20research%20primary.htmhttp://www.marketingteacher.com/Lessons/lesson%20marketing%20research%20secondary%20.htmhttp://www.marketingteacher.com/Lessons/lesson%20marketing%20research%20secondary%20.htm


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project report jk white 2

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