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Indian Marketing Environment is largely described as sellers market. We have
chronic shortages and scarcities particularly in convenience goods. Demand is
invariably greater than supply. Purchase power do masses is limited more than
30% of our population have income below poverty line bulk of our population
resides in villages and marketers have yet to capitalize rural marketing
opportunities. The consumers are ignorant, illiterate, unorganized and hence they
have weak bargaining power. Most of our business enterprises are still having
selling concept, which is product oriented marketing approach. Bigger business
houses having national markets are adopting integrated corporate planning and
market planning as well as strategic market programmes. Marketing Research and
information as well as strategic marketing planning have very limited scope at
present. A change is taking place in the marketing environment at a reasonable
speed and many consumer oriented marketing companies are beginning to realize
the pressure of competition and buyer’s market. But the transaction to marketing
orientation is a long and difficult process. Marketing research has a bright future
in the feature of matured economy. Marketers are caked upon to anticipate
changes in the marketing environment involving opportunities risks and
uncertainties. They are regained to forecast the direction and intensity of there
future change plant to meet anticipated changes in the environment and secure
favorable relationship with the changing environment. To do there intelligent
planning marketers need information. Accurate sales forecasting involves
collection and processing of information. We can have more accurate and reliable
sales forecast, marketing plans and programmes through organized information
system. We should have profitable marketing activities, minimum risks and
uncertainties. This project report offers detailed regarding marketing of Cement
in general and marketing performance and marketing share of Bharathi
cement. It also deals with a case study of SRI SHABAREESH AGENCIES, SHIMOGA,
reference have been made to marketing of other Cements also so as to bring out
comparative cements. In the modern world Cement has gained so much
recognition that no building is built without Cement. It is deemed to be the best
and only construction material at present. Even though cement is used by almost
every man he does not know much about it. This project report attempts to bring
about details regarding history, manufacturing process, types of cement available,
problems in marketing if cement and other details regarding cement. Efforts have
also been made to get the opinion of dealers regarding marketing and other
aspects of Cement etc., and consumer’s opinion regarding Bharathi Cement.
Attempts have also been made to assess the marketing performance of SRI
SHABAREESH AGENCIES and certain suggestions have also been given for
improvement of marketing strategy by adopting suitable marketing programmes.
1. To know about the process of manufacturing cement.
2. To know about the raw materials used in the process.
3. To analyze the sales performance of Bharathi cement in General.
4. To analyze the sales performance of Cement by SRI Shabareesh Agencies.
5. To assess marketing strategy adopted by SRI Shabareesh Agencies.
6. To analyze the general problems in marketing of cements and specific problems
confronted by Sri Shabareesh Agencies.
7. To know consumer preference towards various brands of cement especially
towards Bharathi Cement.
8. To give specific suggestions for improvement pf marketing strategy of Sri
Shabareesh Agencies. SCOPE OF THE STUDY The scope of this report is restricted
to the study of consumer preference and Dealers opinion regarding marketing of
Bharathi Cement in Shimoga City.
This report includes the efforts that have been taken up by the Bharathi cement
Companies Limited to improve the quality and sales and also the efforts that have
been taken up by Sri Shabareesh Agencies” to increase the sales of Bharathi
cement in Shimoga city.
The Method adopted to conduct this study may be classified into 2 types. The
information has been gathered through two sources.
1. Primary data.
2. Secondary data.
The primary data has been collected through personal interview and by
observation. It has been collected directly from the Firm Proprietor’s information
are collected by observational methods. Sources of Secondary data like News
papers, Magazines, Books, Internet helped a lot in preparing this case study.
Since Cement is used only in the process of construction. It is rather difficult to
get respondent everywhere. It is also difficult to known the opinion of
respondences each and every one will have qualitative knowledge about Cement.
There are channel of respondent issues being this chance whether it may be a
wrong or right this; may create a bias in response. However it has been avoided as
for as possible.
The scope of study reconfirmed to shimoga only. The reference has been drawn
with the help of opinion of both consumer’s and dealers of Shimoga town. There
may be channel of inference becoming unsuitable in, such marketing
environments which have completely a different set up of marketing friend’s.
As Cement is a product confirmed to person who are involved in the process of
construction. It is very difficult to get information for every one.
Even though it is difficult all attempts as have been made and necessary
precisions have been taken to award bias and get answer to make the report a
relative one.


INTRODUCTION [Origin of the word Cement]
The word “CEMENT” is from the Swan “to cut” and originally had reference to
store cuttings used in lime mortar. Then it is logical that in to middle age of the
substances known as “MORTAR” which is now used to the word was commonly
called as “CEMENT”. In correct modern age, cement generally mean the
substances which binds the stones or bricks with which are built and term may be
used with respect to any materials serving such a purpose.
Port land Cement is a finely ground powder, usually grey which when mixed with
water hardens and develops strength primarily because of a large content of
hydrous calcium Silicates. There and other constitutes react chemically with the
water by hydration and hydrolysis. The most common raw materials are lime
stone and clay or shell. It is produced by burning at high temperature materials
containing lime, alumina, iron and silica in predetermined proportion to given the
desired and properties. Normally, Gypsum or its derivatives are added during
grinding stage for set control. Portland cements with special properties are
produced by varying the oxide composition and also by adding small amounts of
chemicals agents at the clinker grinding stage or later. When mixed with water
alone to form hard mass. Early investigators advanced divergent theories as to
why Portland cement forms a rigid strong coherent mass when it reacts with
water. It has since been established that a colloidal of high internal surface area is
formed. Whatever the extent of direct chemical continuity, it is apparent that the
large internal surface forces may also be involved.
A mixture of cement and water is called neat cement paste, whether fresh or
hardens. In some grunting operations, including oil well cementing, the paste is
used as such. Generally however, it constitute two hardening ingredient in mortar
or concrete. This use of sand and stone filler called aggregate is an economy and
also reduces shrinkage. Another use Portland cement is in soil cement mixtures
used as pavement base. Portland cement is also mixed with asbestos fiber and
water and processed to make special products. Like organize plastics it derives
much of its utility from the fact that it is readily cost or molded into shape.
Concrete is used, extensively for shielding against nuclear radiation. It is used
around reactor and partialaccelerators and for construction of radiation shelters.
Sometimes special, heavy aggregates are used to reduce required thickness.
The origin of cement dates back to the earlier centuries. The first people to use
the materials for binding were the Egyptians. The Egyptians used impure Gypsum
plaster as mortar in constructing the famous pyramids once of the seven wonders
of the world. Greeks used slacked lime for the purposes of construction. The
Roman learned the use or the utility of the binding materials from Egyptians and
Greeks. The Romans and Greek made a pozzolanic mortar by mixing finely ground
volcanic material with lime. The word “Pozzoland” is derived from the word
“pozzuoli”, name of a place in Italy.
The Romans used powdered pottery fragments as possalana or binding materials.
The pozzolanic cements as they were called were made by mixing the volcanic
stuff and powdered pottery fragments with lime and water. This mixture was
found to have the resistance needed for exposing to water and air for a long
times. At that time there were the only mixture or cement as thus are called were
suitable for any type of exposure. Such cements are used to constructing the
famous structures as the Roman Pantheon and coliseum.
The middle ages the quality of mortar declined. It was commonly a sand-mortar
lime mixture. The decline in the quality of the mortar was the insufficient burning
of lime.
It was in the 17th century that the actual compositions by cement began to get
its shape. In 1756 when John Smeaton was commissioned to rebuild the Eddy
stone light house off the Cornwall port, in England.
At that time lime pozzalana was the only recognized material for under water
construction. But he was not satisfied with the mixture semitone. Experimented
with lime and he found that clay constituted a considerable part of lime. He is
thus credited as the first person to find the constituents of the hydraulic lime.
In 1796 James parker of England, patented a hard burned impure lime. He used it
as the binding material. It did not slake (absorb water and crumble) when it was
exposed to water or air. He called it as the “Roman Cement”. But this type if
cements required as they were in the form of crystals. This cement was the basis
on which the “National Cement” as it was called was produced in the 1820’s. But
the only difference was the Natural Cement was the mixture of hard burned
impure lime and cement rock. A type of rock which was available in U.S.A. thus
the foundation for the cement Industry was laid.
In 1824, a process of making cement was patented by Joseph Apsdin in England.
He named the cement as Portland cement. This was because the cement products
had the resemblance of the Portland in England Apsdin, so confirmed the name to
the cement. Modern cement in logical and scientific development from natural
Methods of production of cement have changed greatly over the years. It has
changed so much that there old process has no connection with the modern
process. Earlier, the fire which was used to burn the raw materials was done in a
fixed place i.e., it was stationer; it could not be moved or rotated. After a few
years intermittently operated kilns were used. The production was done on a
small scale. The kilns which were used for burning underwent great changes. The
most notable was the introduction of the rotary kilns. In 1877 T.R. Crompton
obtained a British patent as a rotary kiln for the purpose was not a success.
Fredrick Ransance obtained British and U>S> patents in 1885 and 1886
This was the process that achieved the 1st success in the United States. Thi9s
eventually led to complete adoption of rotary kiln for production of cement. But
in Europe the continuously operating staff kiln is even used today.
Cement is a finely ground powder, usually grey which when mixed with water
hardens and develop-s strength primarily because of large content of a hydrous
calcium silicates. The most common raw material is lime stone and clay or share.
The raw mix in finely ground and heated to about 1500 degree celcious to
decompose the calcium oxide poultry fused clinker of marble size is produce the
clinker is then ground with the small amount of calcium sulphate (gypsum). Then
the content was obtained. This was the type of manufacturing process which was
in use in the earlier days.
The modern manufacturing process of cement is of two type.
1. Dry process.
2. Wet process


The mixing of raw materials involves four stages.
They are
a. Size reduction.
b. Blending.
c. Liberating Carbon-di-oxide.
d. Pulverizations.
The procedures are the phases are almost identical in both the process.
The phases are step that are involved in the manufacturing process is
a. Mixing of raw materials
b. Burning. c. Grinding.
Till a few years back in India only ordinary Portland cement was produced. But
they were not ideal for extreme weather in certain part of the country. Also this
cement did give good outlook if not pointed therefore the manufacturers come to
know about these factors and have manufacture different types.
The list of cement is given here.
1. White cement
2. Color cement.
3. Water proof.
4. Acid Proof
5. Blast furnace.
6. High Alumina Cement
7. Ordinary Portland Cement
8. Expanding Cement
9. Pozzolana Cement.
10. Quick Setting Cement
11. Rapid Hardening Cement
Cement should be stored very care fully. That is in huge closed containers
that is silos. It is stored in closed placed to avoid contact with atmosphere. This so
because if it gets mixed with the moisture in the atmosphere. It becomes useless.
It can also be stored in storage shed.
Cement was previously packed in gunny bags. But by the time it reached
actual consumer half it would have been split over. This was compounded sealing
problem. The bags were sealed with threads. But was not so strong. But after the
polythene or Plastic bags came into scene the loss has been curtained. It has
become easy for transportation.
The bags are sealed with the help of machine. Hence major problem of storing
and transporting has been averted.
A mixture of cement and water is called heat cement paste, whether fresh or
hardened. In some granting operations, so including oil well cementing. The paste
used as such generally; however, it constitutes the hardening ingredient in mortar
or concrete. This Cement paste ordinarily amounts from 20% to 35% of the
volume of the concrete.


Cement is the basis material required for all constructional works. It is vital
ingredient to the countries development.
India’s Cement Industry has experience steady progress. Since its inception in
1914. The output of the major and mini cement plants has increased from 57.6
million tons in 2001-02. The out put of cement may be high at 68 million tons in
2002-03. India is the fifth largest cement production after China, Russia, Japan
and U.S.A. With the turnover of Rupees 120 billion comprising 52 companies with
101 plants.
The cement industry in India is poised to scale new heights thanks to the
liberalization policies of the Government adoption of state of the art Technology
and the massive investment of rupees 100 billion. By the year 2010 A.D. capacity
of this Industry to reach the impressive level of 120 million tons .
India is presently producing several varieties of cement. These includes to
ordinary Portland Cement(OPC), Portland Pozzalana cement (PPC), Portland Blast
furnace slag cement (PBFS), Rapid setting cement , oil well cement and white
cement. India is also producing high strength cement like 43 grades and 53
grades. Low heat cement is produce for the massive construction of Dames,
Barrages, Deep foundation for high rise building etc.
The domestic demand is assumed to grow at 8% per annum. The cement
capacity which was 62.05 million ton’s in 1992-93 rise to 84.03 million ton in
2000-01. Around 7.85 million tons large cement capacity was proposed to add
during 2006-07 of which 5.50 million ton was to be operational in 2008-09 and
the remaining 2.35 million ton would be operational; in 2008-09. Cement
consumption may reach a level of 92.65 million tons by 2010.
Mini cement plants were setup at the governments insistence during the
early 1980’s due to the storage of cement. India has been one of the pioneering
countries as for as mini cement plant sprouted up around restricted and scattered
limestone deposit areas. Because of low overheads and excise duty, the cement
manufactured by mini plant is much cheaper. Mini plant enjoy concession in
excise duty to the extent of rupees 7.50 per bag. However these plants depend
upon traditional technology leading to poor quality of cement.
Cement Machinery segment is witnessing a boom. Segment is capable of
manufacturing and supplying complete cement plants based on the dry process
and precalcinations technology for capacities upto 5000 tons per day. There are
18 units in the organized sector for the manufacture of complete cement plant
with total installed capacity worth rupees 2000 million per annum. The total
production rise from rupees 1900 million in 2000-01 to rupees 2250 million in
Inspite of some problem, the cement industry is at present well pleading. It
looks 14 years to double the capacity to 29 million tons in 1998. Since then upto
the end of March 2000, it had gone upto 96.5 million tons and increase of 140 %.
Like wise in 1999-2000 consumption has gone up by 6% after 1% fall in previous
year of course, government consumption has down from 50% in the early 1980’s
to about 20%.
The Cement has great future however certain measures as needed to setup
the space of growth of cement industry.
There is need for accelerating the building of concrete road and multi purpose
hydro project. The storage of dwelling units is currently at 35 million.
Construction of houses should priority area. Currently India exporting cement to
Bangladesh, Srilanka, Nepal, U.A.E., Maldives, Philippines, Yemen, Dubai, Qatar,
and of few other countries.
The international cement rate is mostly in bulk for which, India has virtually no
facilities either in the cement or in the transportation and handling. The
infrastructural facility in our ports are inadequate for receipts, storage, handling,
loading and unloading of cements for instance Japan loads over 10,000 tons of
cement clinker a day as compared to India’s 3,000 ton a day.
The availability and movement of coal has been of perennial problem of the
cement industry. 90% of the coal deposits are located in four states in Bihar,
Orissa, West Bengal, and Madhya Pradesh. Also burning Madhya Pradesh none of
the other states have any sizable lime stones deposit.
This coal has to be handled or very long distance. Coal requirement by the
industry today stands at 13 million tons at the 6% of the coal production. Cement
manufacturer are left the mercy of traders in coal who charge exorbitant prices.
The coal requirements may go upto 21 million tons in 2006-07 and 25 million tons
by 2010.
Transportation whether by rail, road or sea plays a crucial role in the
marketing and pricing of cement. Transportation cost has gone up by over 100%
during the last 10 years. The bright for movement of cement for a distance of 750
km was increased from rupees 134 per ton in May 1982 to rupees 456 in April
2001. This was further stepped upto rupees 484 by the railway budget for 2006-
According to cement manufacturing association (CMA) on investment of
rupees 500.00 million will be needed by the industry in the next 10 years in order
to double its capacity, if it is to meet the countries demand on other rupees
150.000 million would be required for expansion and modernization.
The cement industry has taken rapid strides in area like energy
conservation, mining, cement manufact5urer and environment protection, thanks
to efforts made by the nation council for cement and building material (NCBM)
and other research organization.
As a result of large scale modernization and technology up gradation,
the industry is able to produce Cement at High quality comparable to the best in
the world. During the last two decades the industry did experienced some
technological changes.
This includes;
1.Introduction of pre-calcinations technology
2. Computer controlled kiln operation.
3. Pre blending of lime stone / coal and
4. Online quality control system.
The technological changes have resulted in reduction in the overage energy
consumption. The excise and transportation of cement need to be pruned
particularly in the present context of liberalization and also the need for
boosting exports. In respect of vital in put like cement and any undue cost
escalation needs to be checked.
The cost of transportation and distribution constitutes a large chunk of
the price the customer pays for cement - it can be as much as 30% at many
locations in the country. For a low value basic product like cement, minimizing
of transportation and distribution is in national interest to make the economy
more cost competitive.
Today nearly 60% of cement of production units to supply points is
transported by road and rest by rail. For long distance movement of cement,
rail is still the preferred option due to its lower cost. Nearly all the cement
from supply points to customer is transported by road. The cost
competitiveness of both rail and road transport has important bearing on the
price of cement. Railways have been steadily losing cement traffic due to the
inflexibility of freight and the operational; restrictions imposed on the
customer. The recent improvements of operational efficiencies of railways is
indeed laudable but if this is achieved by passing on the entire burden to its
customers, We fear that the cost competitiveness of railways will worsened in
a long run - at least for a large volume low price product like cement. Railways
must examine all secondary incurred by cement producer in transportation of
cement from rail heads if the cost competitiveness of rail movement is to be
improved. Railway should also consider allowing cement producer to operate
point-to-point rakes, with multiple unloading points.
Road transportation during the last years was adversely effected due to
sharp and repeated increase in the price of diesel. Taking advantages of the
effective caring capacity of trucks, road transporter were offering competitive
freight rate by carrying mare than stipulated loads. However the enforcement
of carrying load restriction in the recent past in many states has seriously
disrupted road transport system in the country. Freight has shot up with the
demand for a higher number of vehicles for the same impact on the cement
industry will ever more severe. Also pollution and traffic will increase if the
same volume is transported by large number of vehicle.
It is apparent that motor Vehicles produced in the country have the capacity
to carry large loans per axle than is currently stipulated, with out
compromising safety. It will in the national interest to consider upward
revision of the present stipulated permissible loads per axle is that the existing
stock of vehicles is more productively used. This will also meet the needs of
the cement industry which one of the largest used of road transport. Indian
railway has revised upward the effective capacity of their wagons; a similar
move is called for in respect of road transport to tie over the looming crisis.
The Bharathi Cement Company Limited
The Bharathi Cement Corporation Limited

Bharathi Cement Corporation Limited Founded by the promoters of

Sakshi Telugu Daily & Sakshi TV, Bharathi Cement Corporation Limited produces
superior quality cement which helps you to set new standards in construction
Driving this venture is a dynamic team led by Sri Y.S. Jagan Mohan Reddy and
senior professionals with vast experience in power, cement and infrastructure
Mission Statement
To partner our customers in building the best, by delivering superior quality
cement that’s produced with best-in-class technology. To grow by building lasting
relationships with business associates and contribute to the well-being of society


Mr. Harish C. Kamarthy, an Engineer in Electronics

& Communications, has over 17 Years of Managerial, Operations & Administrative
Experience and has served in Cement, Automobile, Infrastructure & Power
• He served as a Chief Executive Officer in Someswara Cements & Chemicals from
1991-1994. He has also been a Chief Executive and Director in MG Brothers Ltd,
reputed dealers of Telco, Ban Auto & Volvo India Ltd.
• He has been instrumental in setting up a Tech Park and executing other
infrastructure projects in Bangalore.
• He is at present the Executive Director of Bharathi Cement Corporation Ltd and
is on the Board of Sandur Power Company Ltd., Himurja Infra Private Ltd & Jagati
Publications Ltd.

Mr. M. Ravinder Reddy, B.Com (Hons.) from Osmania University and an MBA
(Mktg.) from Berhampur University has diverse work experience in Cement
Industry over 22 years.
• As a Chief Manager (Marketing) worked with Priya Cement (Priyadarshini
cements Limited) presently known as Rain Commodities Ltd, launched HDPE
packing by replacing Jute packing, created brands for various grade like grade,
OPC 43 grade, OPC 53 grade and SRPC, introduced paper bag packing in Tamil
Nadu and Kerala markets.
• As Asst. Vice President (Marketing), worked with Bagalkot Cement, Karnataka
(Kanoria Industries Limited) and achieved 100% capacity utilization which as a
As Vice President (Marketing), worked with Penna Cement (Penna Cement
Industries Limited), established Penna Brand in South Indian markets in the year
1996. In 10 years time the capacity of the plant of 0.40 MT was increased to 5.00
MT per annum. He was also an achiever by successfully launching and establishing
Slag Cement in South India with premium price.
• He is a Director in Bharathi Cement Corporation Limited from September 2008
G BALAJI Mr. G Balaji is a Fellow member of the Institute of Chartered
Accountants of India and a Cost & Management Accountant having over 20 Years
Experience in the fields of Finance, Accounts, Treasury, Management Accounting,
Audit, Taxation & Administration.
• He has wide exposure across the major sectors of Manufacture & Service, Viz.,
Textiles, Engineering, Chemicals, Multi-Media & Automotive, Event Management,
ITES, etc.
• Has specialized knowledge in Special Economic zones, EOUs & Management
• All through his Career, he has been go-getter and achiever of the tasks and
contributed immensely in the field of Costing, Accounting, Finance & Treasury
wherever he has worked.
• He has also had overseas exposure in Australia and has to his credit the
graduation course wherein he has qualified in the Australian Tax laws and
Corporate laws.
At present he is Director- Finance in Bharathi Cement Corporation Ltd.


Mr.Ashish Roy Choudhury, has completed B.Sc (Engineering) and an MBA from
Indian Institute of Management, Bangalore with 33 years of rich experience out of
which 23 years in Cement Industry
. • Worked as Head in reputed Cement Companies like ACC, Zuari etc., at various
places across the country, controlling Cement plants ranging from 1.20 Million
Tons to 4.50 Million Tons and also executed erection & commissioning of two
Nos. of large Cement Plants in India.
Currently, he is Heading Technical & Production facilities at BCCL as Director –
Mr. J.J.Reddy, a post graduate in M.Sc (Agr), is associated with the Sakshi group
for more than a decade.
He has over 11 Years of Managerial & Administrative Experience. He was
instrumental in setting up and successfully commissioning 3 Hydel Power Projects
in Karnataka & AP
• Amogha Power Projects Pvt ltd, 1.5 MW mini hydel plant
• Saraswati Power & Industries a 2 MW mini hydel plant
• Sandur Power Company Limited a 37.5 MW plant His exceptional project
execution skills have been put to use very successfully in establishing the Bharathi
Cement plant.
Presently he is project- in charge of Himurja Infra Pvt Ltd, wherein a 480 MW
Hydel project is being proposed to be set-up in Sikkim.
He is at present on the Board of Bharathi Cement Corporation Ltd, Sandur
Power Company Ltd.,Himurja Infra Private Ltd, Saraswati Power & Industries Pvt
Ltd & Jagati Publications
Ultramodern Plant
Bharathi cement corporation Limited has set up most modern cement plant with
state of the art technology at Nallalingayapalli, Kamalapuram mandal, Kadapa
district of Andhra pradesh.
This area is known for its superior quality Narzi lime stone deposits , possessing
high lime content that gives high early strength and ultimate long term strength.
Another characteristic feature of this lime stone is low alkali, magnesia and low
chloride contents which are highly desirable parameters for concrete durability.
The state of the art technology adopted at the plant consists of Vertical Roller
mill of LOESCHE, Germany for grinding of cement to achieve the optimum
fineness, and controlled particle size distribution of cement particles
The Bharathi Cement plant has the most advanced Vertical Roller Mill (Type 63.3)
from LOESCHE, Germany. This mill has a capacity of producing 360 tons per hour
and is equipped with a 6,700 KW gear box.
The mill is designed to produce a range of high quality cements such as Ordinary
Portland Cement (OPC), Portland Pozzolona Cement (PPC),Pozzolona Slag Cement
(PSC) and Ground slag at varying fineness. It has a rated capacity of 360tph OPC at
3000 Blaine and 300tph of ground slag at 4000 Blaine
• Homogenized mining
• Online process control
• Exclusive R&D facility for continuous product improvement
VRM Cement mill-The largest in the world
Loesche vertical roller mills are the most efficient mills in the world and achieve
very high throughputs. They are extremely maintenance friendly. Service tasks
can be carried out quickly. Downtimes are reduced to a minimum.
The Loesche grinding principle combines a horizontal grinding table with large
tapered roller under hydropneumatic loading- the best possible compromise
between output and wear. The product quality can be enhanced by altering the
classifier speed. All Loesche mills can be started with grinding rollers raised. Metal
to metal contact between grinding parts does not occur. Their quiet, smooth

operation is
When cement bags are dumped on the ground, the impact causes cement to spill
out of the bag. This causes considerable loss, considering that some projects
require thousands of bags, but you incur no such loss with Bharathi Cement.
Bharathi Cement is packed in fully imported, tamper-proof PP laminated bags,
which do not allow the minutest of cement particles to spill. This ensures accurate
weight and also eliminates any possibility of pilferage. This technique of packaging
is also eco-friendly.
The cement religiously processed and produced is packed in specially designed
imported polypropylene bags which are dust proof and tamper
High tensile strength is the result of a tape stretching process, which give
monoaxial orientation to polypropylene molecular chain.
• Due to woven structure and lamination, sack has more tear resistanc

e compare to other packaging.

• Ordinary cement bags can be easily tampered, adulterated and restitched.
Moisture Resistant:
• Manufactured from laminated fabric, the sack is water-resistant and keeps its
strength when in contact with water.
• Sack provides better resistance to humid condition as compared to kraft paper

Environment Friendly:
• Sack is made of polypropylene which is environment friendly degradable
thermoplastic material.
• When incinerated or put to waste it does not pollute air, soil or water with toxic
• Empty sack it recycled and can be used for producing new Sacks.
• Bharathi Cement is packed in imported, tamper-proof, PP laminated bags.
There's no chance for any pilferage or adulteration.
Easy Handling:
• Sack is required with valve that facilitates easy filling and self closing operation.

• Brick shape of sack facilitates easy handling, compact storage, and efficient
Hermetical sealing instead of pasting or stitching:
• Weak assembling methods based on stitching operations or sensitive and

• adhesives have been avoided in production of the sack. Instead of this heat
welding/ hermetical sealing is used to assemble the sack.

• High tech special printing, I.e. non fading, resistance to water/ moisture and
high temperature makes the packaging attractive to the customer.

• Speedy construction
• Durable concrete
• Economic concrete mix designs
• Low percentages of alkalies, chlorides, magnesia and free lime leads to the
production of durable concrete.


Bharathi Portland Slag cement is manufactured by inter grinding high quality

clinker with carefully selected, good quality slag purchased from major steel

plants and using high quality gypsum.

Hydration of blended cement:

Ordinary Portland Cement + water ----- C-S-H GEL+ Ca(OH)2 (Alkali)
This alkali is a byproduct in any OPC hydration process amounting to 25% of total
gel formation.
This is like a weak link in strong chain. Sulphates and chlorides present in water,
soil or surrounding atmosphere attacks this alkali causing deterioration of
Secondary gel formation in Portland Slag cement:
Slag by itself is cementitious in nature and undergoes hydration in presence of
alkali resulting C-S-H gel formation
As a result of this secondary gel formation pore refinement takes place and the
concrete becomes more impermeable to sulphate and chloride attacks leading to
the durability of concrete structures
• Mass concrete works
• Marine works
• Residential and commercial high rise buildings
• Industrial structures
• Suitable for wide range of applications as a substitute for OPCc
Modern market is consumer oriented market. Consumer is the king
of the market begins with consumer needs and ends with consumer satisfaction.
Such market is conditioned by two set of factors. Controllable and uncontrollable
factors. Controllable factors are those factors which are with in the hold of the
firm. The success of the product depends upon these factors.
1. Product Mix policy
2. Price Mix policy
3. Promotional Policy
4. Distribution Policy
Shabareesh agencies are promoting their business as C&F agents of M/s Bharathi
company Ltd with dealing with cement. The firm deals with cement according the
order given by the dealers. As the product which the firm is dealing is exclusively
under the category of cement.
Pricing is the most important marketing mix policy. It has strategic importance as
pricing is marketing weapon. It required by the firm to undertake a good pricing
policy because it is an important factor which influences the customer in
purchasing of product. Shabareesh agencies are exclusively C&F agents for M/s
Bharathi Ltd and they act according to the norms of the firm by pricing, collection,
service documentation, reporting, and acknowledgements etc.
M/S The Bharathi Ltd has adopted several promotional activities to move
forward the cement product in market. It has undertaken advertising of the
product through broad advertisement. The company has adopted broad
advertising because it acts as an effective sales man. The other measures through
which the company has taken to popularity,
Its name is,
a) News paper advertisement
b) Calendar
c) Cable advertisement.
Distribution means transfer of the product from C&F agents to dealers to final
consumer. Shabareesh agency supplies goods directly to the consumer or
contractor. The company directly deals with the final consumer and some time
takes the help of middleman like contractors or Home builders.
2. Price fluctuation 3.Consumer awareness 4. product advertisement 5. Location
of the Firm 6. Size of the firm.

M/S The Bharathi Ltd directly involves in marketing problem and looks in to the
depth of all the fallowing problems.
1.Competitive market.
2. Price fluctuation
3.Consumer awareness
4. product advertisement
5. Location of the Firm
6. Size of the firm.

The analysis of the survey was done by dividing the total respondents into
different categories are on the basis of income and occupatio
During the time of surveying the customer was not clear about their demand
nor they had clear comprehension of their problems and definite in their
suggestion for the solving the problem. However the following problems were
found out at the time of the survey, and the same was to Bharathi authorities.
The Bharathi authorities were enough to give answer to those problems faced by
the customers.
The total number of respondents interviewed had used cement fully and it was
observed that the Bharathi cement was quite well known in the city.
Table No-1
Table showing the Distribution of cement consumer interviewed in different areas
in Shimoga district.

From the above table it is clear that major number if respondents

contacted from Thirtahalli and minimum from Hosanagara.
Graph showing the Distribution of cement consumer interviewed in
different areas in Shimoga district
Table No-2
Table showing the distribution of cement consumer according to brand and area

The table gives maximum details regarding the responden interviewed, i.e, and
brand wise in different parts in shimoga. In this table out of 100 respondents 38 in
Shimoga, 25 in Bhadravathi, 20 in Sagar, and 17 in Hosanagar Respectively.

Graph showing the distribution of cement consumer

Bharathiording to brand and area interviewed
Table No-3

Table showing the distribution of respondents under Income groups.

Out of the 100 respondents contacted 32% of them from 10,000-15,000 which
constitute the largest portion of the respondents and the lowest group is of the
income group above 25,000 which is of 18% only.
Graph showing the distribution of respondents under Income groups
Table No-5

Table showing the consumers are come to know about Shabareesh agencies from
different aspects they are shown below.

From the above table consumers do purchase cement according to

Shabareesh agencies from the opinion of Friends in 28%, and 38 consumers
purchase cements by seeing advertisement, and 19% consumers are purchase by
the suggestion of the dealers and 10% consumers are taking the suggestion from
the contractors.
Graph showing the consumers are come to know about Shabareesh agencies
from different aspects they are shown below

 Bharathi cement company, sales officer visit the dealer regularly that is once in
every month.
 Bharathi cement company should give credit facility to its dealers.
 Bharathi cement company should pay much attention towards warehousing
and transportation facilities.
Bharathi cement has earned a good name in the market. It should
maintain and improve the same its price is high than the other cements. Some
types consumers observe only price of the product in this regard BHARATHI fails
to participate in the cement market so product price will be maintain and
economic level.
The finding of the survey is enough proof to show that Bharathi
cements ranks high in quality, composition etc., It is observed that Bharathi
cement has a maintained better product image among the person who have used
it and are using it. The company has also vast network of salesmanship no doubt

things will have a long way in improving not only product image but also the
corporate image. But in competitive field one should not satisfy himself with
present performance. In order to maintain higher competitive efficiency there
should be continuous product planning and market improvement.
Bharathi cement producer and their dealers in shimoga city may
consider the preference analysis in the report and suggestions given in the report
for achieving higher standards of marketing performance in the future.

The finding of the survey is enough proof to show that Bharathi

cements ranks high in quality, composition etc., It is observed that Bharathi
cement has a maintained better product image among the person who have used
it and are using it. The company has also vast network of salesmanship no doubt

things will have a long way in improving not only product image but also the
corporate image. But in competitive field one should not satisfy himself with
present performance. In order to maintain higher competitive efficiency there
should be continuous product planning and market improvement.
Bharathi cement producer and their dealers in shimoga city may
consider the preference analysis in the report and suggestions given in the report
for achieving higher standards of marketing performance in the future.

The finding of the survey is enough proof to show that Bharathi

cements ranks high in quality, composition etc., It is observed that Bharathi
cement has a maintained better product image among the person who have used
it and are using it. The company has also vast network of salesmanship no doubt

things will have a long way in improving not only product image but also the
corporate image. But in competitive field one should not satisfy himself with
present performance. In order to maintain higher competitive efficiency there
should be continuous product planning and market improvement.
Bharathi cement producer and their dealers in shimoga city may
consider the preference analysis in the report and suggestions given in the report
for achieving higher standards of marketing performance in the future.