- 1. BALAJI INSTITUTE OF MODERN MANAGEMENT PUNESUMMER PROJECT
REPORT ONMARKET POSITION OF WHITE CEMENT AND WALL PUTTY IN PCMC
AREA WITH PROJECT ORGANISATION J.K.CEMENT LTD (J.K.WHITECEMENT
WORKS)Submitted to: Submitted by:Mr.A.N.Shukla Swami
Dayanand(Manager Marketing)MM 1113269J.K. CEMENT LTD BIMMPUNE
PUNE1|Page
2. ACKNOWLEDGEMENTI take great pleasure in expressing my deep
sense of gratitude to myesteemed institute BALAJI INSTITUTE OF
MODERN MANAGEMENTAND J.K.CEMENT LTD (J.K.WHITE CEMENT WORKS) for
providing methe opportunity to complete my project on MARKET
POSITION OF WHITE CEMENT & WALL PUTTY IN PCMC AREAI gratefully
acknowledge with heartfelt gratitude and profoundindebtedness
towards MR.A.N.SHUKLA, Manager Marketing, J.K.Cement Ltd (J.K.
WHITE CEMENT WORKS) my esteemed project guidefor his benign
benevolence, candid co-operation & productivefeedback, keen
interest and inspiration given to me through the entireperiod of
association with him. I am also grateful to the marketing
teammembers & other members of JK CEMENT LTD. for their support
&guidance.I acknowledge with gratitude of benediction to my
institute BIMM &DR.MILIND OKA, Director, BIMM PUNE to extend
all facility & co-operation in completion this project.Finally
I would like express my gratitude to all members of BIMM
Family& all my friends who helped me directly or indirectly in
successfulcompletion of this report.SWAMI DAYANAND MM 11132692|Page
3. DECLARATIONI, Swami Dayanand, student of BALAJI INSTITUTE OF
MODERNMANAGEMENT (BIMM) 2011-13 batch hereby declare that I
havesuccessfully completed my project entitled MARKET POSITION
OFWHITE CEMENT & WALL PUTTY at organization JK CEMENT Ltd
(JKWhite Cement works).SignatureSwami DayanandMM 11132693|Page 4.
EXECUTIVE SUMMARYTitle of the project MARKET ANALYSIS OF WHITE
CEMENT & WALLPUTTY IN PCMC AREA Itself suggests the gist of the
project.JK White Cement is a company, which manufactures
whitecement used for crack proofing, water proofing, painting,
andother decorative purposes. The company has set an objective
tomaximize its market share, so there was a need to know aboutthe
major competitors and explore the opportunities existing invarious
segments of the market.So this project was assigned to me to
contribute towards the goalof this organization as well as this was
a good exercise from mylearning point of view.The basic approach in
this project is identifying who are the majorplayers dealing with
white cement & wall putty, what are thereasons that influence
consumers and sellers preference.To know the perception of the
customer about the competitorsproduct. By using such information we
can analyze market conditions andcan make our policies to acquire
highest market share.4|Page 5. TABLE OF CONTAINSSr. No Heading Page
no1)Introduction 6 a) Porters Five Force Model for Cement
Industry14 b) SWOT Analysis for Cement Industry 162)Company Profile
a) About J.K 193)Product Profile a) J.K.White Cement28 b) J.K.Wall
Putty324)Project Detail36 a) Project Title 36 b) Research
Methodology37 5) Data Analysis & Interpretation38 a)
Questionnaire Analysis39 6) Conclusion45 7) Recommendations 46 8)
Bibliography475|Page 6. INTRODUCTIONCEMENT INDUSTRYSector
structure/Market sizeIndia is the worlds second largest producer of
cement with totalcapacity of 260 million tonnes (MT) as on April
30, 2012, according tothe Cement Manufactures Association. During
May 2012, the cementproduction touched 14.50 MT as compared to
13.28 MT in May 2011.The cement dispatches quantity was 14.21 MT in
May 20121 over 13.06MT in the corresponding month in May
2011.Future Trends The cement industry is expected to grow steadily
in 2012-2013 and increase capacity by another 50 million tons in
spite of the recession and decrease in demand from the housing
sector. The industry experts project the sector to grow by 9 to 10%
for the current financial year provided Indias GDP grows at 7%.
India ranks second in cement production after China.The major
Indian cement companies are Associated CementCompany Ltd (ACC), J.K
Cement Ltd, Grasim Industries Ltd,Ambuja Cements Ltd, Birla
CementThe major players have all made investments to increase
theproduction capacity in the past few months, heralding a
positiveoutlook for the industry. The housing sector accounts for
50% of the demand for cement and this trend is expected to continue
in the near future.6|Page 7. The cement industry in India is
dominated by around 20 companies,which account for almost 70% of
the total cement production in India.In the present year, the
Indian cement companies have produced 11MT cement during
April-September 2011. It took the total cementproduction in
Financial Year 2010 to 231 MT.Following are the major players in
the Indian cement industryCompanyProduction Installed
CapicityACC1790218640Gujarat Ambuja
1509414860Ultratech1370717000Grasim 1411514649India Cements8810
8434JK Group 6174 6680Jaypee Group 6531 6316Century Textiles 6300
6636Madras Cements 5470 4550Birla Corp.5150 5113Lafarge5000
4573FIGURES IN METRIC TONNES7|Page 8. WHITE CEMENTWhite Cement has
registered growth in production and sale in India inthe last few
years. The White Cement sector has been growing at therate of 11%
per year. This has given the Indian cement industry a
majorboost.White Cement is much like the ordinary grey cement
except that it iswhite in color. In order to get this color of the
White Cement, itsmethod of production is different from that of the
ordinary cement.White Cement is used in architectural projects the
use of white cementhas been specified. It is used in decorative
works and also wherevervibrant colors are desired. White Cement is
used to fill up the gapsbetween marble and ceramic tiles for a
smoother and more beautifulfinish. However, this modification in
its production method makesWhite Cement far more expensive then the
ordinary cementThe production of White Cement requires exact
standards and so it is aproduct which is used for specialized
purposes. White Cement isproduced at temperatures that hover around
1450-1500 degreesCelsius. This temperature is more than what is
required by the ordinarygrey cement. As more energy is required
during the manufacture ofWhite Cement, it goes to make it more
expensive than the ordinarygrey cement.8|Page 9. White Cement is
used in architectural projects the use of white cementhas been
specified. It is used in decorative works and also wherevervibrant
colors are desired. White Cement is used to fill up the gapsbetween
marble and ceramic tiles for a smoother and more
beautifulfinish.White Cement is used in architectural projects the
use of white cementhas been specified. It is used in decorative
works and also wherevervibrant colors are desired. White Cement is
used to fill up the gapsbetween marble and ceramic tiles for a
smoother and more beautifulfinish.The various raw materials
required for the production of White Cementare:LimestoneSandIron
OreNickelTitaniumChromiumVanadiumGrasim and JK Cement are the major
producers of white cement in thecountry. While Grasim, with the
Birla White brand, has a capacity of 3.6lakh tones, JK has a
capacity of 2.4 lakh tones. The Indian white cementindustry has an
installed capacity of 6.8 lakh tones and the operatingcapacity, at
present, stands at 6 lakh tones.9|Page 10. TYPES OF CEMENT AND
THEIR IS CODETypes of Cement IS No.ORDINARY PORTLAND CEMENT-33
GRADE 269-1989ORDINARY PORTLAND CEMENT-43 GRADE 8112-1989ORDINARY
PORTLAND CEMENT-53 GRADE 12269-1987RAPID HARDINING
CEMENT8041-1990PORTLAND SLAG CEMENT455-1989PORTLAND POZZOLANA
CEMENT (P-1) 1489-1991PORTLAND POZZOLANA CEMENT (P-2)
1489-1991MASONARY CEMENT 3466-1988HIGH ALUMINA CEMENT
6452-1989SUPERSULPHATED CEMENT 6909-1990WHITE PORTLAND CEMENT
8042-1989HYDROPHOBIC PORTLAND CEMENT 8043-199110 | P a g e 11.
CEMENT TYPESPECIFIC USES.NO(1)OPCGeneral construction work where
(a) 33 GRADE high strength Concrete is notrequired, plastering,
finishingWorks etc. (b) 43 GRADE Used where M-15, M-20 andabove
grade concrete is requiredused for pre cast items
andgeneralconstructionwork.Strength development is fasterthan 33
grades. (c) 53 GRADE High strength cement used formultistory
building, pre cast andpre stressed items, bridges, tallstructures
etc. Development veryfast strength and speeds
ofconstruction.(2)PPCConstruction of dams, dikes,sewagepipes,
plastering,masonry, finishing works and canbe used for any
application of 43Grade/53 Grade OPC.(3)WHITE CEMENT Manufacture of
tiles artisticdecoration floors decorativeconcrete etc generally
meant fornon-structural use.11 | P a g e 12. ManufacturingProcess
Of WC Mining (Limestone) Purchased PowerCrushingOther Raw
MaterialsGrinding(Bauxite,Iron,Ore & Remud) Raw
MaterialPurchased Power Blending & StorageFuel (Coal & Oil)
ClinkerizationGypsumCement GrindingFly AshCement
StoragePackingMarket12 | P a g e 13. Porters Five Force Model For
Cement IndustryThreat of New Entrance:The high capital costs acts
as a major entry barrier for the entry of newplayers. The high
freight costs make it difficult to import cement.Cement being a
high volume low value commodity results in highfreight costs, which
makes cement imports economically unfeasible.Domestic Cement
industry is highly insulated from global cementmarkets. With Go
intervention, making cement duty free, cement isbeing imported from
neighboring countries.13 | P a g e 14. However, due to logistics
issues and lack of port handling capabilities,imports of cement
will remain negligible and do not pose a threat todomestic
industry.Bargaining power of Suppliers:The major inputs are coal
and power. The Prices of both coal and powerare determined by the
government. To mitigate the high costs of powerthe cement players
have set up captive power plants.Competitive rivalry between
existing players:Previously the rivalry was strong among the
players, as the industry wasnot consolidated. During the last few
years the industry has becomemore consolidated with the Top 3
players having a combined marketshare of 49 percent in 2005-06 as
compared to 32 percent in 1999-2000.Bargaining power of
Buyers:Retail sales constitute about 80 percent of the total sales
and the rest isinstitutional sales. The retail buyers dont have any
bargaining powerwhile the institutional buyers get a discount of 5
to 10 percent as theybuy cement in bulk.Threat of Substitutes:There
are no good substitutes for cement. But for wall putty sunla
&pop are used.14 | P a g e 15. SWOT ANALYSIS FOR CEMENT
INDUSTRYStrengths: Double digit growth rateCement demand has grown
in tandem with strong economic growth;derived from:Growth in
housing sector (over 30%) key demand driver. Infrastructure
projects like ports, airports, power projects, dam andirrigation
projects.National Highway Development Program.Bharat Nirman Yojana
for rural infrastructure.Rise in industrial projects.Export
potential also demand driver.Capacity utilization over 90
%.Weakness: Low value commodityCement Industry is highly
fragmentedIndustry is also highly regionalizedLow value commodity
makes transportation over long distances
un-economicalOpportunities: Demandsupply gapSubstantially lower per
capita cement consumption as compared todeveloping countries (1/3
rd of world average) Per capita cementconsumption in India is 82
kgs against a global average of 255 kgs andAsian average of 200
kgs.15 | P a g e 16. Additional capacity of 20 million tons per
annum will be required tomatch the demandLimited green field
capacity addition in pipeline for next two years,leading to
favorable demand supply scenarioFOR THE YEAR 2011-12, THE DEMAND
HAS RAISED UPTO 220 MT &THE SUPPLY WAS STILL SHORT TO 197 MT.16
| P a g e 17. Threats: Rising input costsGovernment intervention to
adjust cement pricesPossibility of over bunching of capacities in
the long term as some ofthe players have already announced new
capacitiesTransportation cost is scaling high; bottleneck due to
loadingrestrictionsCoal prices climbing up; industry players say
current shortage of coal inthe country is estimated to be over 10
million tones.17 | P a g e 18. Company Profile ABOUT JKJ.K. Cement
is an affiliate of the J.K. Organization, which was foundedby Lala
Kamlapat Singhania. The J.K. Organization is an association
ofindustrial and commercial companies and has operations in a
broadnumber of industries.JKs cement operations commenced
commercial production in May1975 at their first plant at Nimbahera
in the state of Rajasthan. AtNimbahera, company started with a
single kiln with a productioncapacity of 0.3 million tons. They
added a second kiln in 1979 withproduction capacity of 0.42 million
tons, and a third kiln in 1982 with aproduction capacity of 0.42
million tons. Then a precalciner with acapacity of 0.4 million tons
was added in 1988, which increasedcompanys capacity at Nimbahera to
1.54 million tons. During the years1998 through 2003, JK continued
to implement modifications to each oftheir kilns, which increased
aggregate capacity at Nimbahera to 2.8million tons as of September
30, 2005.JK commissioned a second grey cement plant at Mangrol
plant in 2001,with a production capacity of 0.75 million tons. As
of September 30,2005, they had an aggregate production capacity of
3.55 million tonsper annum of grey cement. White cement plant was
completed in 1984with a capacity of 50,000 tons, and continuous
modifications to theplant have increased its production capacity to
300,000 tons as ofSeptember 30, 2005.The pillars for J.K.White
Cement are Dr. Gaurhari Singhania (Chairman)& Mr. Yadupati
Singhania (Managing Director).18 | P a g e 19. Currently
Mr.B.K.Arora is president of Works & Mr. V.P. Singh
isPresident, Marketing.Today, J. K. Cement Ltd. is one of the
largest cement manufacturers inNorthern India. And is also the
second largest white cementmanufacturer in India by production
capacity. While the grey cement isprimarily sold in the northern
India market, the white cement enjoysdemand in the export market
including countries like South Africa,Nigeria, Singapore, Bahrain,
Bangladesh, Sri Lanka, Kenya, Tanzania,UAE and Nepal.Our access to
high quality limestone reserves that are suitable forproduction of
white cement provides us with a competitive advantage.Based on
geological surveys conducted by independent agencies on ourmines
between 1996 and 2001, our limestone reserves for both greyand
white cement are expected to meet our existing and plannedlimestone
requirements of 4.0 MnTPA of grey cement and 0.4 MnTPAof white
cement, for approximately 40 years.Backed by state-of-the-art
technology and highly skilled manpoweragainst the backdrop of
Indias infrastructural growth in an overdrive,we are upbeat about
the future. We are confident of contributingheavily in Indias
journey of development. We see a world of concreteideas on the
horizon.In India J.K. White Cement Works is the first company to
introducewhite cement manufacturing with expert & modern dry
processtechnology in 14th August 1984 with the technical
collaboration of M/s.F.L. Smith, Denmark. Our plant is first in
Asia who adopts X-RayAnalyzer Fuzzy Logic System for quality
control.J.K. White Cement Works is located at GOTAN, District-
Nagpur, andRajasthan.Gotan is situated around 84 km east of Jodhpur
& 541 km west fromDelhi and connecte4d by broad gauge railway
line. Jodhpur is thenearest airport from Gotan.19 | P a g e 20.
J.K.White Cement Works has acquired ISO-9002 since
December1993,which has been revised to 9001:2000. Works also
acquires ISO-14001 &SA-8000 RINA.One of the Leading white
cement producer in IndiaWhite cement accounted for 16.6% of our
total cement revenue and35.2% of adjusted EBITDA from our cement
operations in fiscal 2005,and 15.5% of revenues and 26.7% of our
adjusted EBITDA fromMANAGEMENT PHILOSOPHYCustomer
SatisfactionAlways invest in Latest TechnologyHuge Distribution
Network CreationExpansion through Balancing EquipmentConstant focus
on Cost Control & QualityInvest in Managers & Develop
People SkillsStability of Executive Management & Low Employee
turnoverSocial Welfare - A PriorityOUR STRENGTHWe enjoy a number of
key competitive advantages, which have helpedus maintain our
position as one of the leading cement manufacturers inthe Northern
Indian cement market. Our principal strengths andcompetitive
advantages are as follows:20 | P a g e 21. Our cement operations in
the six months ended September 31, 2005.Unlike grey cement, the
white cement industry in India is highlyconcentrated with the two
largest players accounting for thesubstantial majority of Indias
production capacity. Consequently, prices of white cement have been
relatively less volatileand sales of white cement have generated
more stable cash flows forus even during industry downturns in grey
cement. We also believe ourposition as the second largest producer
of white cement in India,together with our nationwide delivery
network, significantly enhancesthe overall brand image of JK
Cement.Quality of products and strong brand nameWe believe that
brand name and reputation are important to retailpurchasers of
cement in India. We have built a strong reputationamong cement
purchasers by consistently providing high qualityproducts. We
believe that there is strong customer awareness of ourbrands, JK
Cement (Sarvashaktiman), for grey cement in our principalmarket in
Northern India, and JK White (Camel), for white cementacross India.
Further, we believe that our brand name and ourreputation for
consistently supplying high quality products provide uswith a
competitive advantage in ensuring that cement dealers carry
ourproducts.Extensive marketing and distribution networkWe have a
wide distribution network for grey cement in Northern India.We also
have a strong all-India distribution network for white cement.Our
distribution network for grey cement products consists of 44feeder
depots serviced by seven regional sales offices in Delhi,
Haryana,Uttar Pradesh, Punjab, Rajasthan, Madhya Pradesh and
Gujarat. Ourwhite cement network comprises 20 feeder depots
serviced by 13regional sales offices in Delhi, Chandigarh, Uttar
Pradesh, West Bengal,Andhra Pradesh, Tamil Nadu, Karnataka, Kerala,
Maharasthra, Gujarat,Madhya Pradesh and Rajasthan. In addition, we
have more than 4,00021 | P a g e 22. retail stores that stock our
grey and white cement products, as well as22 sales promoters and
four handling agents. We believe that theextent of this network,
and our relationships with our dealers, enablesus to market and
distribute our cement widely and efficiently.AwardsArchitect of the
Year Award (AYA)Architecture was more or less identified with
housing & more so withelite housing. However, many countries
have used architectureeffectively for public structures also, such
as highways, metro rails,factories, harbours & any other public
facilities. Theseprojects/structures shall consume lot of building
materials. If thesestructures have to look pleasing, relevant
architecture has to be appliedin their designs. The subject of
challenges to architecture vis-a-vis townplanning, infrastructure
development & affordable housing is beingdiscussed in various
countries through various forums. Mr.YadupatiSinghania, Managing
Director, J.K. Cement Ltd., thought that we couldcontribute to this
cause by encouraging outstanding talent in theprofession of
architecture as a continuous process & thereby set anexample
for others in this profession to do better & better. This is
howArchitect of the Year Award (AYA) began way back in the year
1990 (1stArchitect of the Year Award). Awards were subsequently
extended toarchitects of neighbouring countries from the year 1996
(7th Architectof the Year Award). To encourage state level
architecture, StateArchitecture awards were also introduced from
the award year AYA-98(9th Architect of the Year Award).22 | P a g e
23. Regional training centerOver the years, we have developed
long-term customer relationshipsand a strong reputation for
quality. In addition, we have a proven trackrecord of upgrading and
modernizing our production capabilitiesefficiently, having
increased our production capacity at Nimbahera bymore than 80%,
from 1.54 million tons in 1998 to 2.8 million tons as ofSeptember
30, 2005.We have a stable and experienced middle andsenior level
management team, many of whom have been working inour cement
operations for more than 20 years. Our Nimbahera manufacturing
facility was chosen by the World Bankand the Danish International
Development Agency as one of the fourtraining centers in India to
serve as the Regional Training Center forNorthern India. There are
only four regional training centers for thecement industry in
India, and we believe our operation of the trainingcenter provides
us with access to state of art training aids, live workingmodels,
and technical expertise developed by well known national
andinternational cement producers.PLANTWe manufacture grey cement
in two facilities located at Nimbaheraand Mangrol in the state of
Rajasthan in Northern India. White cementis produced at our
facility at Gotan in the state of Rajasthan.23 | P a g e 24. Our
plants have obtained many accolades and recognition, the
mostnoteworthy being : ISO-9001:2000 QMS and ISO-14001:2004 EMS
forthe grey cement facility at Nimbahera and ISO-9001:2000 QMS,
ISO-14001:1998 EMS & OHSAS-18001:2005 Occupational Health and
Safetyfor the white cement facility at Gotan. The construction of
our firstmost modern dry cement plant began in 1970 in Nimbahera
inRajasthan.The following table shows a breakdown of production of
theNimbahera, Mangrol and Gotan cement facilities for the
periodsindicated. Fiscal 2009 Fiscal 2010 Fiscal 2011 Sixmonths
endedJUNE 30, 2012Nimbahera2,323,283 2,272,760 2,414,196
1,256,942Mangrol570,464 718,572 912,419 493,211Gotan300,149 315,538
324,481 15,343PRODUCTION (IN METRIC TONS)24 | P a g e 25. Nimbahera
unit (Grey Cement)Location: Chanderia Cluster, Rajasthan Commenced
commercialproduction in 1975 with an initial capacity of 0.3 MnTPA.
In the year1979, second production line was added to enhance the
productioncapacity to 0.72 MnTPA. 1982 witnessed the incorporation
of anotherproduction line taking the production capacity to 1.14
MnTPA.In 1988 a pre-calciner was installed and the production
capacitytouched 1.54 MnTPA. Constant modernization and up-gradation
wasinstrumental in bringing the plant to its present capacity of
2.8 MnTPA.Capacity utilization of around 90% Can produce up to 3.1
MnTPA withproduction of silicate cement on capacity of 2.8 MnTPA
Recognition:ISO-9001:2000 QMS and ISO-14001:2004 EMS. Mangrol unit
(Grey Cement)Location: Chanderia Cluster, Rajasthan25 | P a g e 26.
Commenced commercial production in Dec 2001 with a capacity of0.75
MnTPA. Its close to Nimbahera plant (10kms away) offers
itsignificant synergy benefits like assistance from technical &
commercialstaff of Nimbahera Complex. Additional Grinding facility
of 0.25 MnTPA Gotan unit (White Cement)Location: Gotan,
RajasthanCommenced commercial production in 1984 with an initial
capacity of0.05 MnTPA .Constant up-gradation and modernization,
especially inthe year 2000, saw the installed capacity rise to
0.21MnTPA. Theincrease in demand for this product and focus on
installed capacitybacked by state-of-the-art technology, has taken
its installed capacityto 0.3 MnTPA.Capacity utilization of around
75% . Operating profit: 30% consistently.Recognition: ISO-9001:2000
QMSEnvironmental ConcernTo feed the required limestone to our
cements plants, we hold fourmining leases at Ahirpura, Maliakhera,
Karunda and Tilakhera wheremining is carried out using deep hole
drilling and blasting. But a lot ofcare has been taken to negate
the ill effects of this ecology affectingactivity. To begin with,
we have converted the dry drilling into wetdrilling, water is
sprinkled on the haul roads, dense plantation has beencultivated
around the working pit, Sequential Blasting Machine anddown the
hole delay are being used to reduce noise, vibration and flyrock.
Water is kept stored in the forth bench for use during summer as26
| P a g e 27. it also helps recharge the ground water table.
Afforestation is carriedout at all the four mines as a part of the
mining process. Till date, atotal of 2,85,396 plants have been
planted covering a total area of over65 hectares. Necessary
arrangement for watering these plants,ensuring their survival, has
also been done in the form of constructionof 6 water tanks combined
with the facilitation of direct water supplypipelines and water
tankers.We have also focused on the Waste Dump Management.
Thegeneration of waste material along with mining of limestone at
all ourmines, is almost negligible. However, some waste like
Interstitial Clay,when generated, is excavated separately and
dumped at the specifiedplaces. These waste dumps are being properly
leveled which are thencovered with black cotton soil scraped from
other parts of the pit only.This forms the bed for plantation or
forestation. The height of thedumps are kept only 5 to 6 mtrs. So
that there will be no chance ofdestabilising of these dumps after
plantation in the long run.27 | P a g e 28. Product ProfileWHITE
CEMENTLow growth but stable businessJKCL is the countrys
second-largest producer of white cement, with a0.4m-ton capacity,
located at Gotan in Rajasthan. The white cementindustry has grown
by around 4% over the last ten years. White cementis seen as a
high-end product, primarily for aesthetic use. Further,unlike grey
cement, which has no substitute, white cement constantlyfaces a
threat from substitutes such as marble and the
ceramic-tileindustry. The white cement production process is
slightly different fromthat of grey cement and involves a higher
cost of production.Mining costs are higher, as mechanized mining
cannot be used:impurities such as iron, manganese, titanium and
chromium haveto be physically removed from limestone. China clay is
then mixed with limestone and ground before being fed to the
kiln.Coal-based fuels cannot be used to heat kilns as ash
residuewould affect the whiteness of clinker. Hence,
petroleum-basedfuels, which are more costly, are used in kilns.
Cooling of clinker needs the absence of oxygen to prevent color
addition to the clinker due to oxidization.28 | P a g e 29. The
white cement industry, despite having only two major players,Grasim
and JKCL, is expected to see only a moderate rise in bothvolumes
and prices, mainly due to stiff competition from substitutes.JKCL
plans to focus on value added products such as wall putty,
whichwould help in achieving higher realizations.White cement has
become the part and parcel of each house. It hasbecome an essence
and necessity for an outstanding look. Whiteconcrete in all three
aspects of economic, social, and environmental hasshown an
outstanding sustainable development resulting in greatestpopularity
with an increasing graph. It increases the durability, reducesthe
permeability and enhances the overall durability of the
concrete.This, in turn, enhances the lifespan. White cement has
itsUnique properties and uses. White cement is produced from
rawmaterials low in coloring elements such as iron, manganese
andchromium, normally utilizing high grade limestone, white clay
and puresilica as raw materials .Now in this modern world it has a
wide spreadof uses. Mostly it is used in terrazzo, glass fiber
reinforced concrete, asconcrete countertops roof tiles, cold
weather construction, sound wallsswimming pools and spas, etc. It
has created wonders in aestheticpurposes. Greater reflectivity will
increase visibility; hence it reducesthe level of artificial
lightning, enhancing road safety, Increasepopularity of monumental
beauty, dams and bridges. Larger surfacearea and fineness adds to
its superiority by making its use in repairworks and tile formation
and floors It reflects the heat and prevents theseepage, used to
produce Highly adhesive dry-mixes with low shrinkageand no
efflorescence. Contribute to a better environment by reducingthe
"Heat Island" effect economic characteristic makes it unique
byReducing long-term maintenance costs. It doesnt easily
fade,eliminates the need for vibration for settling, reduces air
pollution,used to make prefabricated pavers and tiles ,adhesive,
paints and dry29 | P a g e 30. mixes. the unique properties and
wide variety uses has created agreater demand of it and price.
Though its price is very high but overallcomparatively it is
economic and sufficient in cost saving in future.We manufacture
white cement under the brand names J.K. White andCamel. White
cement is produced using a different quality of limestoneand is
distinguished from grey cement by its white color. Each ton ofwhite
cement requires approximately 1.33 tons of limestone, 0.02 tonsof
gypsum and 0.2 tons of additives including white clay, feldspar
andfluorspar.White cement is typically used in three principal
areas of application, asset forth below: Flooring, for the
manufacturing and laying of mosaic tiles and as tilefixing grout,
wall applications, such as decorative white cement paintsand plain
and spray plasters; and Other specialized applications including
glass fiber reinforcedconcrete, garden furniture, lamp posts, as
pointing for brick and stoneworks and as pre-cast cladding panels.
We sell white cement primarilyin the Indian market. We also export
white cement to a number ofcountries, including South Africa,
Nigeria, Singapore, Bahrain,Bangladesh, Sri Lanka, Kenya, Tanzania,
United Arab Emirates andNepal.30 | P a g e 31. Corporate social
responsibility- white cement unit Concrete Road with proper
drainage system at Gotan village Sponsorship of annual Eye camps at
Gotan Street Light for Gotan village Tree plantation along the road
leading to Gotan Organizing Social event for residents of Local
area Funding & Technical support for Infrastructure projects of
Local Community Tube Well to provide drinking water for villagers
Temple (Renovation of two old temples) Dharamshala (Inn) at Gotan
Village Free education to the wards of Kargil war heroes Free bus
service for students of nearby villages Building for girls school
at Gotan village31 | P a g e 32. JK WALL PUTTYWhite cement based
putty for luxurious and silky interior/exterior finishof your dream
home . JK Wall Putty is White Cement based putty forcement
plastered walls and ceilings. J.K. Wall Putty is used to fill
theuneven surfaces of cement plastered walls and concrete
walls.Application of J.K. Wall putty provides smooth and strong
finish to thewalls for further application of all kinds of paints.
The smooth finishgives better look to interiors and exteriors.
PropertyTransverse Strength 2.0 N/mm2Compressive Strength11-12
Kg/cm2.( 28 days)Whiteness Index 94%.Pot life180 Minutes.Water
demand by volume35 to 40 %.Surface hardness3.0 N.Maximum thickness
of total 2-3 mm coats (Fine Putty).Coverage12 Sq Feet/Kg for 2
coats*Subject to wall condition /Roughness and usage32 | P a g e
33. Surface PreparationThe surface should be cleaned to make it
free from dirt, dust, grease,oil and paint. All foreign impurities
should be removed with a wire-brush. Wall surfaces should be cured
so that the surface is saturatedwith water yet in touch dry
condition.Treatment of New SurfaceThe new surface requires only
soft treatment such as removal of dust,dirt and foreign matter. In
case of cracks, voids and damages; it shouldbe patched up prior to
application of J. K. Wall Putty with grey/whitecement.Treatment of
Old SurfaceAll loose material and/ or organic growth must be
removed with Puttyblade or brush. In case of old painted surface
scrub the surface withcoarse emery stone/paper.Preparation of J.K.
Wall Putty PasteJ. K. Wall Putty is a fine powder. Mix slowly J. K.
Wall Putty with approx.40% water by volume to prepare paste of
desired consistency. Mixvigorously for 5-10 minutes for making lump
free, uniform and smoothputty paste. Product should be mixed in
required quantities to be usedwithin 2-3 hrs of its
preparation.Application First Coat Application of PuttyThe paste
should be applied with Putty Blade uniformly on the wallsurface in
downward to upward direction to minimize losses.After the first
coating allow the surface to dry for a minimum of threehours.33 | P
a g e 34. When the first coat has dried, rub the surface gently
with hand or softcloth to remove any loose particles.Second Coat
ApplicationNormally two coats are required to get the desired
finish. Second Coatis to be applied only after the first coat
becomes dry.Try to limit the total thickness of coating to a
maximum of 1.5 mm.Wait for at least three days after drying then
use fine emery/sandpaper to remove the application mark.PACKINGJK
Wall Putty is available in 2 VersionsFine PuttyCoarse PuttyPickings
available are 1Kg, 5 Kgs and 20 kgs and 40 Kgs Bags to
facilitaterequirements. For Coarse Putty 20 Kg.PRECAUTIONAlthough
J.K. Wall Putty does not contain any toxic material, use
rubbergloves while mixing, as prolonged exposure with water may
soften theskin resulting in fine cuts/legions due to cement
particles. Precautionshould be taken to avoid dust inhalation while
handling the powderputty.34 | P a g e 35. STORAGEStore J.K. Wall
Putty in a dry place and open the pack just before use.Keep out of
reach of children.SATISFIED CLIENTSTextile MillsNuclear Power
Project -KudankulamDelhi MetroRelianceIIT KanpurPWDJUSCOIJM
HyderabadMahindra GescoPharma IndustryUttar Pradesh State Building
CorporationUnitechMarathonPurvankaraShipraCommon Wealth Games35 | P
a g e 36. Project DetailPROJECT TITLEMARKET ANALYSIS OF WHITE
CEMENT & WALL PUTTY IN PCMC AreaProject Profile- Market
Research & AnalysisProject Head- Mr. A.N. Shukla, GM-
Marketing, JK Cement Ltd., PuneProject Guide- Mr. Sanjay Jadhav
(Area Sales Manager)1. Research Objective:To find out the current
position of JK White Cement and Wall Putty inmarket and its
penetration in market.2. Research Design:(a) Research Approach: -
Exploratory Research.(b) Sample Size 70 Retailers who sell white
cement & wall putty invarious regions.(c) Research Methodology-
Interview person on one to one basis usingstructured
questionnaire.3. Method of Data Collection:Data collected by
undergoing Primary Research.36 | P a g e 37. RESEARCH
METHODOLOGYIts imperative that any type of organization in the
present environmentneeds systematic supply of information coupled
with tool of analysis formaking sound decision which involves
minimum risk.A research design is purely and simply the framework
or plan for a studythat guides the collection and analysis of the
data.METHODS OF DATA COLLECTIONThrough interaction with
retailers.Through questionnaires filled from the consumer and
retailers.SAMPLE DESIGNConsidering the constraints, it was decided
to conduct the study basedon sample size of 70 respondents.The
selection was made through approach of random sampling.Scientific
method was not adopted in this study because of
financialconstraints and also because of lack of time, also the
basic aim of doingthe research was academic, hence most convenient
way was selected.TOOLS USEDThere are several methods of collecting
primary data, particularly insurveys and descriptive research.
Important are:- Observation method.Through questionnaires.Interview
method.37 | P a g e 38. Data Analysis &
InterpretationQUESTIONNAIRE ANALYSISQ). Name of the
organization.Analysis:This question gives an overview about the
organization.This also gives the clarity in data collection
process.Q). Type of establishmentPaint merchant ()Hardware store ()
Cement() Others( )Analysis:This question let us know about the type
of organizations beingestablished.Also the density of shops in
survey area.38 | P a g e 39. INTERPRETATION4 006 7 paint shop
Hardware shop Bulding Material store Marble chip shop Cement shop
Any Other53It is clear that majority of shops were hardware
shopsSecond type of establishment found in majority were
cementdealers & building material stores.Q Do you have white
cement/white putty for sales at your shop? Yes No a)White Cement
()() b) Wall Putty ( ) ( )This question identifies availability of
white cement & wall putty inshop.39 | P a g e 40.
InterpretationIn majority shops white cement and wall putty was
presentQ) If yes then which brands are displayed at your shop?a)
J.K. White c)Bothb)Birla Wall cared) Any other (please
specify)InterpretationIn 78% shops both brands are displayedQ)
Which brand do customers prefer mostly?a) J.K. White c) Bothb)
Birla Wall cared) Nonee) Any other (please specify)This question
analyses customer preference40 | P a g e 41. InterpretationJK
White49% 51%Birla wallcareQ) What is the reason for preference? a)
Cost d)Profit b) Brand Name e) Schemesc)Service f)Quality41 | P a g
e 42. This question is designed to know the reason which influences
thepurchase of Wall Putty.Gives us the parameter which effects
choice of sale of Wall Putty. Q). Please rate Birla & J.K on
the following attributes using the scale(0 is poor: 10 is best)
Characteristics White Cement Wall Putty J.K. WC BWCJ.K.BWC
Whiteness Price Availability Customer satisfaction Packaging Action
against complaints Credibility of stockiest Promotion Company
representative serviceAnalysis:This was to know the various
parameters on which Wall Putty andWhite Cement can be rated.The
various factors which can be the differentiating factor, andcan be
concentrated are easily determined.42 | P a g e 43.
Interpretation:For White CementFor Wall Putty43 | P a g e 44. Q)
Does the company representative give visits?a) Yes.( )b) No. ( )17%
Company Representaative Visit Yes No 83%Q) How do you see the
future demand of White Cement based WallPutty?Growing fast (
)Medium ( )Stagnant ( )Declining( )Analysis:This was to know the
future market potentialAlso it allows forecasting the future demand
for Wall Putty44 | P a g e 45. Interpretation:Around 72% says there
is potential in the market, and the market isslowly growing.This
slowly growing market can be converted to fast growingmarket by
boosting the product in the market by variousmarketing strategies
and in can increase from 10%.45 | P a g e 46. ConclusionMost of the
retail outlets visited was multi-branded.According to most of the
retailers covered customer prefer Birlawhite followed by JK
white.According to retailers while making purchase decision
thecustomer is the most sensitive to the brand name, followed
byquality, followed by whiteness. By brand name customer mean
areputed company having goodwill like JK White and Birla White.JK
has good market share and brand name in White Cement andWall Putty.
The company needs to promote white cement as wellas wall putty
more.Most of the retailers dont face any complaints from consumers
inany brandAccording to most of the retailers Birla White Cement is
thehottest brand followed by JK White Cement. With Birla
Whiteholding more than 50% of sale in the retail market in
maximumoutlets.46 | P a g e 47. RECOMMENDATION Although JK Cement
Ltd(JK White Cements Works) is an established and known brand in
the market scenario it would be beneficial for them if they pull
their socks now and work on Promotional Activities and Marketing
Strategies for differentiating advantage enjoyed by the
competitors. JK White Cement needs to really plan heavy and
systematic investments for promotions of their products if they
really want to excel in the retail market. This is primarily
recommended because promotional support is the back bone of
marketing and sales. Company should select one distributor in
Talegaon Area as early as possible. So that market can be covered
as and sale can be increased in that area as compared to other
brands. Pimpri Chinchawad has large growing market. There is lot of
market yet not being covered by JK Wall Putty. Making contact and
relation with retailers will helps in creating awareness.47 | P a g
e 48. BIBLIOGRAPHY1) J K White Cement hand book2) J K brochures3)
Marketing Management-Philip Kotler3) Marketing Research-Naresh
Malhotra48 | P a g e 49. QuestionnaireMarket position of White
Cement & Wall Putty.1. Name of the organisation: ..Address: .2.
Type of establishmenta) Paint merchantd) Marble chip shopb)
Hardware storee) Cement shopc) Building material store f) any
other3. Do you have white cement/ white putty for sales at your
shop?Yes Noa)White Cement( ) ( )b) Wall Putty ( ) ( )4. If yes then
which brands are displayed at your shop?a) J.K. White c)Bothb)Birla
Wall care d) Any other (pleasespecify)5. Which brand do customers
prefer mostly? a) J.K. Whitec) Both b) Birla Wall cared) None e)
Any other (please specify).6. What is the reason for preference?
Rate the following between 1 to 5(1.= Totally Unimportant; 2. =
Unimportant; 3. = Neutral; 4. = Important; 5. =Very Important) a)
Cost d)Profit b) Brand Namee) Schemes c) Service f)Quality49 | P a
g e 50. 7. Please rate J.K. Cement & Birla Wall Care on the
following attributes using thescale 0 to5.(1:very poor,2:Poor
3:Average, 4:Good, 5:Very Good) Characteristics White Cement Wall
Putty J.K. WCBWC J.K. BWC Whiteness Price Availability Customer
satisfaction Packaging Action against complaints Credibilityof
stockist Promotion Company representative service White CementWall
Putty0.5 MT-1 MT1 MT -1.5 MT1.5 MT 2 MTMore than 2 MT
(pleasespecifythequantity)8. Average monthly sale of White Cement
& Wall Putty50 | P a g e 51. 9. What is the average monthly
sale of JK and BIRLA from your shop? White cement White putty JK
BIRLA JKBIRLA0.5 MT-1 MT1 MT -1.5 MT1.5 MT 2 MTMore than 2 MT(
please specifythe quantity)10. ABC pricing for white cement. J.K
BIRLA 1kg 5kg25kg50kg 1kg5kg 25kg50kgABC11. ABC pricing for wall
putty. J.K BIRLA 1kg 5kg20kg40kg 1kg5kg 20kg40kgABC51 | P a g e 52.
12. Do you experience any of the following supply related problems?
a) Delay in supply c) Credit problemb) Less supply d) No problem e)
Any other (please specify) 13. Were your problems solved
satisfactorily by the concerned authority?a) Yes.()b) No. (If no
please specify)( ) .14. Name the stockist/ servicing stockist. ADD:
..15. Do you get any offer/ scheme from the company?Yes No J.K
BIRLA16. If yes, then which types of schemes are offered?a) Gift
scheme.c) Target based toursb) Cash discount.d) Any other (please
specify)..17. Which schemes do you prefer?a) Gift scheme.. c)
Target based tours.b) Cash discount d) Any other (pleasespecify)52
| P a g e 53. 18. According to you which company gives you better
schemes?a) J.K.( )b) BIRLA.( )c) Any other .19. Does the company
representative give visits?a) Yes. ( )b) No.( )20. If yes, does the
company representative serves purpose or adds value?a) Yes (please
specify how?)( )b) No.( )22. How do you see the future growth of
White cement/ Wall putty? (Please tickyour option)White cement Wall
puttyVery fastFastSlowVery slowStagnantDeclining23. Do you have any
suggestion to enhance product/ service?53 | P a g e 54. 54 | P a g
e 55. 55 | P a g e 56. 56 | P a g e 57. 57 | P a g e 58. 58 | P a g
e 59. 59 | P a g e 60. 60 | P a g e 61. 61 | P a g e
