Summer Internship Project Report

On

“A STUDY ON CONSUMER’S BEHAVIOURAL PATTERN OF PURCHASE OF

CEMENT AND RESEARCH ON BRAND POSITIONING OF MP BIRLA PERFECT
PLUS CEMENT”

Submitted in partial fulfillment of the requirements for the Two Year Full Time Post
Graduate Diploma in Management

2018-2020

Under the Guidance of

Mr Piyush Singh Dr Sunayana Jain

Asst. Manager Associate Professor
Submitted By
Rahul Suri
(BM018163)

Institute of Management Studies,

Ghaziabad
 CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of
my knowledge and belief, it reproduces no material previously published or written that has
been accepted for the award of any other degree of diploma, except where due
acknowledgement has been made in the text.
 Date: ………….

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. /Ms……………………. of I.M.S.Ghaziabad, PGDM Batch 2018-20

has successfully completed his/ her summer internship under the guidance of Mr./
Ms………………………(Industry Mentor’s Name) for a duration of
…………………..weeks, from…….to………….

During his/her tenure with us, we found him/her ………………………..

We wish him/ her all the very best for future endeavors.

Signature
Name
Designation
Organization seal
 CERTIFICATE

This is to certify that Mr. / Ms. ……………………….. PGDM (2018-20 Batch) a student of
I.M.S. Ghaziabad, has undertaken the project on “Project Title”. To the best of my knowledge,
the survey, data collection, & analysis work for preparing the project has been carried out by
the student in partial fulfillment of the requirements for the award of PGDM, under my
guidance and supervision.

I am satisfied with the work of Mr. /Ms. …………………………..

Date:

Faculty Mentor’s Name: …………

(Signature)
 ACKNOWLEDGEMENT

This project’s work had the cooperation & Guidance of esteemed individuals.
I would like to take this opportunity to realize the inner most feelings of gratitude.

I would like to extend my heartfelt gratitude towards Mr Piyush Singh and his team for
conscientious guidance encouragement to complete this assignment.

I am extremely thankful to my faculty Dr Sunayana Jain for her guidance and support for
finishing the assignment.

Further on I would like to thanks my college Institute of Management, Ghaziabad, for giving
me this opportunity to conduct this internship and enhance my knowledge as an aspiring
Marketing intern.

(Rahul Suri)
(BM018184)
Date:
TABLE OF CONTENT

1.0 EXECUTIVE SUMMARY………………………………………...……1-2

1.1 INTRODUCTION……………………………………………1-2
1.2 CONCLUSION………………………………………………2
1.3 RECOMMENDATIONS…………………………………….2

2.0 INTRODUCTION…………………………………………………….…3-4

2.1 OBJECTIVE OF THE STUDY………………………………4

3.0 BUSINESS PROFILE…………………………………………….……4-30

3.1CHEMISTRY……………………………………………………………...4

3.1.1 NON HYDRAULIC CEMENT……………………………………5

3.1.2 HYDRAULIC CEMENT…………………………………………..5

3.2 THE CEMENT PRODUCING METHOD………………………...…5-10

3.2.1 CEMENT PRODUCING METHOD PHASES……………………..6-10

3.2.3 CEMENT MANUFACTURING PROCESS FLOW CHART……..10

3.3 HISTORY……………………………………………………...……..10-11
3.3.1 MACEDONIANS AND ROMAN……………………………….10
3.3.2 MIDDLE AGES………………………………………………….11

3.4 SETTING, HARDENING AND CURING……………………..11-12

3.5 SAFETY ISSUES……………………………………………….12
3.6 THE CEMENT INDUSTRY IN WORLD……………………..12-13
3.7 ENVIRONMENTAL IMPACTS……………………………………….13-15
3.8 USE OF ALTERNATIVE FUELS AND MATERIALS………….15-16
3.9 GREEN CEMENT………………………………………………….……16
3.10 TOP CEMENT COMPANIES IN INDIA………………………......17-20

3.11 SCOPE OF INDIAN CEMENT SECTOR……………………………20-23

3.12 INDUSTRY GROWTH DRIVERS………………………………...…23-25

3.13 INDUSTRY RISKS…………………………………………………...25-26

3.14 OMPANY OVERVIEW……………………………………………....26-30

3.14.1 ABOUT MP BIRLA ……………………………………………………….26

3.14.2 THE PRODUCTS OF MP BIRLA……………………………….….….27-28
3.14.3 THE PERFECT PLUS CEMENT……………………………..…………..29

3.14.4WHY CHOOSE MP BIRLA CEMENT PERFECT…...............................29-30

4.0 LITERATURE REVIEW………………………………………….…30-33

5.0 RESEARCH METHODOLOGY …………………..……………...…33-36

6.0 DISCRIPTIVE ANALYSIS……………………………….………..36-48

7.0 CONCLUSION……………………………………………………......49-50

8.0 RECOMMENDATIONS………………………………………….……...51

TABLE OF FIGURES
(FIGURE 3.2.2.1)………………………………………………………………..5
(FIGURE 3.3.2.2)………………………………………….…...………………..6
(FIGURE 3.2.2.3)…………………………………………………..……………7
(FIGURE 3.2.3.4)……………………………………………………………….7
(FIGURE 3.2.2.5)………………………………………………………………..8
(FIGURE 3.2.2.6)……………………………………………………….………9
(FIGURE 3.3.3.1)…………………………………………………......……….10
(FIGURE 3.11.1)………………………………………………………..……...21
(FIGURE 3.11.2) ………………………………………………………..……..22
(FIGURE 3.12.1)..........................................................................................…...24

TABLE OF TABLE
(TABLE 6.1.1)…………………………………………………………………36

(TABLE 6.1.2)…………………………………………………………………37

(TABLE 6.1.3)…………………………………………………………………38

(TABLE 6.1.4)…………………………………………………………………39

(TABLE 6.1.5)……………………………………………………………...….40

(TABLE 6.1.6)…………………………………………………………...….…41

(TABLE 6.1.7)…………………………………………………..…………….42

(TABLE 6.1.8)………………………………………………………………...43

(TABLE 6.1.9)………………………………………………………………....44

(TABLE 6.1.10)………………………………………………………………..45

(TABLE 6.1.11)………………………………………………………………..46

(TABLE 6.1.12)………………………………………………………………..47

(TABLE 6.1.13)……………………………………………………………….48

TABLE OF CHARTS
(CHART 6.1.1)………………………………………………………………36
(CHART 6.1.2)………………………………………………………………37
(CHART 6.1.3)……………………………………………………………...…38
(CHART 6.1.4)………………………………………………………………..39
(CHART 6.1.5)………………………………………………………………..40
(CHART 6.1.6)………………………………………………………………...41
(CHART 6.1.7)………………………………………………………………..42
(CHART 6.1.8)………………………………………………………………..43
(CHART 6.1.9)…………………………………………………………….….44
(CHART 6.1.10)………………………………………………………………45
(CHART 6.1.11)………………………………………………………………46
(CHART 6.1.12)……………………………………………………………….47
(CHART 6.1.13)……………………………………………………………….48
EXECUTIVE SUMMARY

1.1 INTRODUCTION

Birla Corporation Limited (BCL) is the flagship company of the M.P. Birla Group.
Incorporated as Birla Jute Manufacturing Company Limited in 1919, it was Late Shri Madhav
Prasad Birla who took the Company to new heights. As the Chairman of the Company, he
transformed it from a jute manufacturing company to a leading multi-product corporation with
widespread activities.
The introductory background of the research along with the scope, objective, hypothesis,
methodology and its significance has been discussed in the first five chapter. This chapter
provide an extensive review of available literature which help to find out the research gap if
any and to suggest the required research in the field of performance Cement Corporation Of
India Limited. The cement industry is a core sector for the nation its importance become vital
especially in present running industrial era there most of the development depends on
infrastructure facilities it plays significant role in economic and social development of the
country. The researcher would like to conduct a study on the financial aspect of the cement
industry with special reference to cement corporation of India

There are various cement manufacturers producing various brands of cement in our country
and they are playing an important role in fulfilling the needs of the consumers. At present the
consumers are more dynamic. Their taste, needs and preference are changing as per the current
Scenario. The Consumer has certain expectation from branded cements in terms of its Quality,
Instant drying, Price, Packing and Door Delivery. Now-a-days different brands of Cement
available in the market. Each one is having its own features and consumers give more
importance to select any one of brand. In this context the present study is undertaken to
determine the awareness level of buyers of cement and to identify the attributes which motive
the buyers to purchase cement and to measure the satisfaction level of buyers of cement.

The project was created for two motives:

 Firstly, to know about the current market scenario of cement.

 Secondly, to know about demand, feedback and quality response of MP BIRLA
PERFECT cement through retailer and dealers.
1.2 CONCLUSION

 It can be concluded from the study through survey on perfect plus cement that it has
good brand image in the respondent mind in Lucknow market.
 More than 65% of the consumer are in the business for 5 year or more.
 Majority of the channel partner of the M.P Birla perfect plus cement are retailers.
 Most of the respondent do not deal in any other business.
 ACC cement, Prism cement, Ultra tech are the major leading companies of cement other
than Perfect plus cement.

1.3 RECOMMENDATIONS

 Competitors are increasing day by day. So Cement Industries should pay more attention in
Advertisement through Television .It should support to increase the sale of Branded
Cements.
 Frequent changes in the Price should be avoided by fixing a Standard Price. It should fix a
uniform and fixed rate for all dealers irrespective of the turnover of cement
 Dealers should provide credit facilities to the Customers. This should increase the sales of
Cements and its usage.
2.0 INTRODUCTION

India is marching forwarding cement Production. With the increase in demand, the cement
technology has undergone dramatic changes in the last four decades. Cement is one of the key
infrastructure industries. Cement is grey, soft, powdery-types substance. It is made from a
mixture of elements that are found in natural materials such as Limestone, Clay, Sand and shale
when cement is mixed with water. India is the second largest cement producer in the world
after China with a total Capacity of 216.9 Million Tons (MT). Nowadays the cement
Production in India rise to 258.16 Million Tons in the year 201-2011 and also in the year 2011-
2012 is 336.12 Million Tons and during 2012-2013 is 358.9 Million Tons [2]. The Cement
Industry comprises 130 large cement plants and more than 300 mini cements plants. Cement
was first invented by the Egyptians. India started the same in 1904 in Tamil Nadu in Ariyalur.
Statement of the Problem There are various cement manufacturers producing various brands
of cement in our country and they are playing an important role in fulfilling the needs of the
consumers.

At present the consumers are more dynamic. Their taste, needs and preference are changing as
per the current Scenario. The Consumer has certain expectation from branded cements in terms
of its Quality, Instant drying, Price, Packing and Door Delivery. Now-a-days different brands
of Cement available in the market. Each one is having its own features and consumers give
more importance to select any one of brand. In this context the present study is undertaken to
determine the awareness level of buyers of cement and to identify the attributes which motive
the buyers to purchase cement and to measure the satisfaction level of buyers of cement. Hence,
the study entitled on a general analysis of the present day market, it is seen that all the brands
of cement produced in the market do succeed. Some brands have a well-established market,
while some brands even struggle to thrive in the market. So the researcher wants to find out the
preferences of a particular brand among various brands of branded cements that are available
in market.
2.1 OBJECTIVE OF THE STUDY

Basically the project is based on the study of buying behaviour of cement by dealers and
retailers in different region of Lucknow. Under the project we determine the different ideas of
buyer through their purchasing pattern. Our project is to do a survey on the different buying
behaviour of cement in the market. The project was quite big so therefore it was accomplished
by consistent effort. There was a mentor who allotted for the guidance of location, market,
questionnaire and other professional tasks.

The project was created for two motives:

 Firstly, to know about the current market scenario of cement.

 Secondly, to know about demand, feedback and quality response of MP BIRLA
PERFECT cement through retailer and dealers.

3.0 BUSINESS PROFILE

A cement may be a binder, a substance used for construction that sets, hardens, and
adheres to different materials to bind them along. Cement is rarely used on its
own, however rather to bind sand and gravel (aggregate) along. Cement mixed with
fine mixture produces mortar for masonry, or with sand and gravel, produces concrete.
Cement is that the most generally used material existing and is barely behind
water because the planet's most-consumed resource.
Cements employed in construction area unit typically inorganic, typically lime
or Ca salt primarily based, and might be characterized as either hydraulic or non-
hydraulic, counting on the power of the cement to line within the presence of water
• NON-HYDRAULIC CEMENT: this doesn't set in wet conditions or underneath water.
Rather, it sets because it dries and reacts with CO2 within the air. It’s proof against attack.
• HYDRAULIC CEMENTS this set and become adhesive because of a chemical
change between the dry ingredients and water. The chemical change leads to mineral
hydrates that don't seem to be terribly soluble and then area unit quite sturdy in water and
safe from chemical attack. This enables setting in wet conditions or underneath water
and more protects the hardened material from chemical attack. The natural
action for Portland cement found by ancient Romans used volcanic ash (pozzolana) with
else lime (calcium oxide). The word "cement" are often derived back to the Roman term
musical composition. The volcanic ash and powdered brick supplements that were else to
the lime, to get a hydraulic binder, were later stated as cement, cimentum, cäment, and
cement. In present, organic polymers area unit typically used as cements in concrete.

3.1CHEMISTRY
Cement materials are often classified into 2 distinct categories: non-hydraulic cements
and hydraulic cements per their several setting and hardening mechanisms. Hydraulic
cements setting and hardening involve association reactions and
so need water, whereas non hydraulic cements solely react with a gas and might directly
set underneath air.

3.1.1 NON HYDRAULIC CEMENT

Non-hydraulic cement, like lime} (calcium oxide mixed with water), hardens
by permeation up-to-date with CO2, that is gift within the air (~ 412 vol. ppm ≃ 0.04 vol.
%). 1st unsalted lime (lime) is made from carbonate (limestone or chalk)
by oxidization at temperatures on top of 825 °C (1,517 °F) [3] for regarding ten hours
at part pressure.
The unsalted lime is then spent (slaked) mixture it with water to form lime hydrate.

3.1.2 HYDRAULIC CEMENT

Though conversely, Portland cement hardens by association of the clinker

minerals once water is else. Hydraulic cements (such as Portland cement) area unit made
from a mix of silicates and oxides, the four main mineral phases of the clinker, abbreviated
within. The silicates area unit accountable for the cement's mechanical properties — the
tri calcium chemical compound and brown mille rite area unit essential for the formation
of the liquid part throughout the sintering (firing) method of clinker at warm temperature.

3.2 THE CEMENT PRODUCING METHOD

Cement is that the basic ingredient of construction and also the most generally used
construction material. It’s an awfully crucial ingredient, as a result of solely cement
has the power of enhancing viciousness of concrete that in returns provides the
higher protection of sand and gravels along in a very concrete combine.

3.2.1 CEMENT PRODUCING METHOD PHASES

The production of cement completes once passing of raw materials from the
subsequent six phases.

STAGE1: STAPLE EXTRACTION: Cement uses raw materials that cowl Ca, silicon,
iron and atomic number 13. Such raw materials area unit rock, clay and sand. Rock is
for Ca. it's combined with a lot of smaller proportions of sand and clay. Sand & clay
fulfil the requirement of semiconducting material, iron. Of raw materials to the cement,
large size rocks are crushed into smaller size rocks generally cement plants are fixed where the
quarry of limestone is near bye. This saves the extra fuel cost and makes cement somehow
economical. Raw materials are extracted from the quarry and by means of conveyor belt
material is transported to the cement plant.

EXTRACTION OF RAW MATERIAL AND CRUSHING OF MATERIAL

(FIGURE 3.2.2.1)
There are also various other raw materials used for cement manufacturing. For example shale,
fly ash, mill scale and bauxite. These raw materials are directly brought from other sources
because of small requirements. Before transportation with the help of crusher at quarry. Crusher
reduces the size of large rocks to the size of gravels.

STAGE II: PROPORTIONING, BLENDING & GRINDING: The raw materials from
quarry are now routed in plant laboratory where, they are analysed and proper proportioning
of limestone and clay are making possible before the beginning of grinding. Generally,
limestone is 80% and remaining 20% is the clay. Now cement plant grind the raw mix with the
help of heavy wheel type rollers and rotating table. Rotating table rotates continuously under
the roller and brought the raw mix in contact with the roller. Roller crushes the material to a
fine powder and finishes the job. Raw mix is stored in a pre-homogenization pile after grinding
raw mix to fine powder.

THE PROPORTIONING OF RAW MATERIAL AT CEMENT PLANT LABORATORY

(FIGURE 3.3.2.2)

 STAGE III: PRE-HEATING RAW MATERIAL: After final grinding, the material
is ready to face the pre-heating chamber. Pre-heater chamber consists of series of
vertical cyclone from where the raw material passes before facing the kiln. Pre-heating
chamber utilizes the emitting hot gases from kiln. Pre-heating of the material saves the
energy and make plant environmental friendly.
 THE PREHEATING OF RAW MATERIAL

(FIGURE 3.2.2.3)

 STAGE IV: KILN PHASE: Kiln is a huge rotating furnace also called as the heart of
cement making process. Here, raw material is heated up to 1450 ⁰C. This temperature
begins a chemical reaction so called decarbonation. In this reaction material (like
limestone) releases the carbon dioxide. High temperature of kiln makes slurry of the
material.

THE ROTARY KILN

(FIGURE 3.2.3.4)

The series of chemical reactions between calcium and silicon dioxide compounds form the
primary constituents of cement i.e., calcium silicate. Kiln is heating up from the exit side by
the use of natural gas and coal. When material reaches the lower part of the kiln, it forms the
shape of clinker.
  STAGE V: COOLING AND FINAL GRINDING: After passing out from the kiln,
clinkers are cooled by mean of forced air. Clinker released the absorb heat and cool
down to lower temperature. Released heat by clinker is reused by recirculating it back
to the kiln. This too saves energy.

THE CLINKER COOLING

(FIGURE 3.2.2.5)
Final process of 5th phase is the final grinding. There is a horizontal filled with steel balls.
Clinker reach in this rotating drum after cooling. This fine powder is considered as cement.
During grinding gypsum is also added to the mix in small percentage that controls the setting
of cement.
 STAGEVI: PACKING AND SHIPPING

Material is directly conveyed to the silos (silos are the large storage tanks of cement) from the
grinding mills. Further, it is packed to about 20-40 kg bags. Only a small percent of cement is
packed in the bags only for those customers whom need is very small. The remaining cement
is shipped in bulk quantities by mean of trucks, rails or ships.

TRANSPORTATION OF CEMENT FROM

(FIGURE 3.2.2.6)
3.2.3 CEMENT MANUFACTURING PROCESS FLOW CHART

After explaining the complete process of cement making, flow chart would be like that. Flow
chart present the summary of whole process as shown below.

THE CEMENT MAKING PROCESS FLOW CHART

(FIGURE 3.3.3.1)

3.3 HISTORY
The earliest far-famed prevalence of cement is from twelve million years agone.
A deposit of cement was fashioned once an event of shale set adjacent to a bed
of sedimentary rock burned thanks to natural causes. These ancient deposits were
investigated within the Sixties and Seventies.The Cement, chemically speaking, is a
product that includes lime as the primary curing ingredient, but is far from the first material
used for cementation. The Babylonians and Assyrians used bitumen to bind together burnt
brick or alabaster slabs. In Egypt stone blocks were cemented in conjunction with a
mortar product of sand and roughly burnt mineral (CaSO4 • 2H2O), which often contained
calcium carbonate (CaCO3).

3.3.1 MACEDONIANS AND ROMAN

Lime (calcium oxide) was used on island and by the traditional Greeks. There is proof that
the Minoans of island used crushed potshards as a synthetic pozzolan for cement. Nobody
knows who first discovered that a combination of hydrated non-hydraulic lime and a
pozzolan produces a hydraulic mixture but such concrete was used by the Ancient
Macedonians, and three centuries afterward an outsized scale by Roman engineers. There
is a sort of powder that from natural causes produces astonishing results.
It is found within the neighborhood of Baiae and within the country happiness to
the cities spherical regarding Mt. Vesuvius. This substance once mixed with lime
and detritus not solely lends strength to buildings of other
forms, however even once piers of it area unit created within the ocean, they set hard
under water.
The Greeks used volcanic tufa from the island of Thera as their pozzolan and therefore
the Romans used crushed volcanic ash (activated metallic element silicates) with lime.
This mixture could set under water, increasing its resistance.The material was called
pozzolana from the town of Pozzuoli, west of Naples where volcanic ash was extracted.
In the absence of pozzolanic ash, the Romans used fine-grained brick or pottery as a
substitute and that they might have used crushed tiles for this purpose before discovering
natural sources close to Rome. The huge dome of the Pantheon in Rome and therefore
the large Baths of Caracalla area unit samples of ancient structures made of these
concretes, many of which still stand. The immense system of Roman
aqueducts additionally created intensive use of cement. Roman concrete was seldom used
on the surface of buildings. The normal technique was to use brick facing material as the
formwork for an infill of mortar mixed with an aggregate of broken pieces of stone, brick,
potsherds, recycled chunks of concrete, or other building rubble.

3.3.2 MIDDLE AGES

Any preservation of this information in literature from the center Ages is
unknown, however medieval masons and a few military engineers actively used cement in
structures like canals, fortresses, harbors, and shipbuilding facilities. A mixture of lime
mortar and aggregate with brick or stone facing material was used in the Eastern Roman
Empire as well as in the West into the Gothic period. The German Rhineland continued to
use hydraulic mortar throughout the Middle Ages, having local pozzolana deposits called
trass

3.4 SETTING, HARDENING AND CURING

The Cement starts to set when mixed with water, which causes a series of hydration
chemical reactions. The constituents slowly hydrate and the mineral hydrates solidify and
harden. The interlocking of the hydrates provides cement its strength. Contrary to popular
belief, hydraulic cement does not set by drying out — proper curing requires maintaining
the appropriate moisture content necessary for the hydration reactions during the setting
and the hardening processes. If hydraulic cements dry out during the curing phase, the
resulting product can be insufficiently hydrated and significantly weakened. A minimum
temperature of 5 °C is recommended, and no more than 30 °C. The concrete at young age
must be protected against water evaporation due to direct insolation, elevated temperature,
low relative humidity and wind.

3.5 SAFETY ISSUES

Bags of cement habitually have health and safety warnings written on them as a result
of not solely is cement extremely alkaline however the setting method is exothermic.
As a result, wet cement is strongly caustic (pH = 13.5) and can easily cause severe skin
burns water. Similarly, dry cement powder involved with secretion membranes will cause
severe eye or metabolic process irritation. Some trace components, like Cr, from
impurities naturally gift within the raw
materials accustomed manufacture cement might cause allergic eczema. Reducing agents
such as ferrous sulphate (FeSO4) are often added to cement to convert the carcinogenic
hexavalent chromate (CrO42−) into trivalent chromium (Cr3+), a less toxic chemical
species. Cement users want additionally to wear acceptable gloves and protecting article
of clothing.

3.6 THE CEMENT INDUSTRY IN WORLD

In 2010, the world production of hydraulic cement was 3,300 million tonnes (3.2×109 long
tons; 3.6×109 short tons). The top 3 producers were China with one 800, Asian
country with 220, and USA with sixty three.5 million tonnes for a complete of
over [*fr1] the globe total by the world's three most populated states. For the
globe capability to supply cement in 2010, things was similar with the highest 3 states
(China, India, and USA) accounting for just below [*fr1] the globe total capability.
Over 2011 and 2012, global consumption continued to climb, rising to 3585 Mt in 2011
and 3736 Mt in 2012, while annual growth rates eased to 8.3% and 4.2%, respectively.
China, representing associate degree increasing share of world cement consumption,
remains the most engine of worldwide growth. By 2012, Chinese demand was recorded at
2160 Mt, representing fifty eight of world consumption. Annual growth rates, which
reached 16% in 2010, appear to have softened, slowing to 5–6% over 2011 and 2012 [4] ,
as China's economy targets a more sustainable growth rate. Outside of China, worldwide
consumption climbed by 4.4% to 1462 Mt in 2010, 5% to 1535 Mt in 2011, and finally
2.7% to 1576 Mt in 2012. Iran is currently the third largest cement producer within
the world and has hyperbolic its output by over 100 percent from 2008 to 2011. Due to
climbing energy costs in Pakistan and other major cement-producing countries, Iran is in
a unique position as a trading partner, utilizing its own surplus petroleum to power clinker
plants. Now a prime producer within the Middle-East, Iran is further increasing its
dominant position in local markets and abroad. The performance in North America and
Europe over the 2010–12 amount contrasted strikingly thereupon of China, as the global
financial crisis evolved into a sovereign debt crisis for many economies in this region and
recession. Cement consumption levels for this region fell by one.9% in 2010 to 445 Mt,
recovered by 4.9% in 2011, and then dipped again by 1.1% in 2012.
The performance within the remainder of the globe, which includes many emerging
economies in Asia, Africa and Latin America and representing some 1020 Mt cement
demand in 2010, was positive and more than offset the declines in North America and
Europe. Annual consumption growth was recorded at seven.4% in 2010, moderating to
5.1% and 4.3% in 2011 and 2012, respectively. As at year-end 2012, the global cement
industry consisted of 5673 cement production facilities, including both integrated and
grinding, of which 3900 were located in China and 1773 in the rest of the world.
Total cement capability worldwide was recorded at 5245 Mt in 2012, with 2950
Mt situated in China and 2295 Mt within the remainder of the globe.

3.7 ENVIRONMENTAL IMPACTS

The Cement manufacture causes environmental impacts the least bit stages of the method.
These embrace emissions of mobile pollution within the kind of mud, gases, noise and
vibration once operational machinery and through blasting in quarries, and injury to rural
area from production. Equipment to scale back mud emissions throughout production and
manufacture of cement is wide used, and equipment to trap and separate exhaust gases are
coming into increased use. Environmental protection also includes the re-integration of
quarries into the countryside after they have been closed down by returning them to nature
them.

3.7.1 CO2 EMISSIONS

The Carbon concentration in cement spans from ≈5% in cement structures to ≈8% in the
case of roads in cement. Cement manufacturing releases CO2 within
the atmosphere each directly once carbonate is heated, producing lime and carbon
dioxide, and also indirectly through the use of energy if its production involves the
emission of CO2.The cement trade produces concerning 100 percent of
worldwide synthetic CO2 emissions, of which 60% is from the chemical process, and 40%
from burning fuel.A Chatham House study from 2018 estimates that the 4 billion tonnes
of cement produced annually account for 8% of worldwide CO2 emissions. Nearly
900 metric weight unit of CO2 are emitted for each a thousand metric weight
unit of hydraulic cement created. In the world organization, the specific energy
consumption for the production of cement clinker has been reduced by approximately 30%
since the 1970s. This reduction in primary energy necessities is such
as about eleven million tonnes of coal each year with corresponding advantages in
reduction of CO2 emissions. This accounts for approximately 5% of anthropogenic CO2.
The majority of CO2 emissions within the manufacture of hydraulic
cement (approximately 60%) are created from the chemical decomposition of sedimentary
rock to lime, an ingredient in Portland cement clinker. These emissions is also reduced by
lowering the clinker content of cement. They can even be reduced
by various fabrication strategies like the lay to rest grinding cement with sand or
with scoria or different pozzolan kind minerals to awfully fine powder. To reduce the
transport of heavier raw materials and to minimize the associated costs, it is more
economical to build cement plants closer to the limestone quarries rather than to the
consumer. In certain applications, lime mortar reabsorbs some of the CO2 as was released
in its manufacture, and has a lower energy requirement in production than mainstream
cement. Newly developed cement types from Novacem and Eco-cement can absorb carbon
dioxide from ambient air during hardening.
As of 2019 carbon capture and storage is about to be trialled, but its financial viability is uncertain.
3.7.1 HEAVY METAL EMISSIONS IN THE AIR
In some circumstances, primarily reckoning on the origin and therefore the composition
of the raw materials used, the high-temperature oxidation method of rock and clay
minerals will unharness within the atmosphere gases and mud wealthy in
volatile serious metals, a.o, thallium, metallic element and mercury square measure the
foremost toxicant. Heavy metals (Tl, Cd, Hg,) and conjointly element square
measure usually found as trace components in common metal sulphides (pyrite
(FeS2), sphalerite (ZnS), galena (PbS) present as secondary minerals in most of the raw
materials. Environmental rules exist in several countries to limit these emissions. As of
2011 within the US . Cement kilns square measure "legally allowed to pump a lot of toxins
into the air than square measure hazardous-waste incinerators."

3.7.2 HEAVY METALS PRESENT IN THE CLINKER

The presence of serious metals within the clinker arises each from the natural raw
materials and from the utilization of recycled by-products or various fuels.

The high pH prevailing in the cement pore water (12.5 < pH < 13.5) limits the mobility of
many heavy metals by decreasing their solubility and increasing their sorption onto the
cement mineral phases.

Nickel, metal and lead square measure unremarkably found in cement in non-negligible
concentrations.

Chromium may also directly arise as natural impurity from the raw materials or as
secondary contamination from the abrasion of hard chromium steel alloys used in the ball
mills when the clinker is ground.

As salt (CrO42−) is toxicant and should cause severe skin allergies at trace
concentration, it's typically reduced into powerfulness Cr(III) by addition
of ferric sulfate (FeSO4).

3.8 USE OF ALTERNATIVE FUELS AND BY-PRODUCTS

MATERIALS
A cement plant consumes three to six GJ of fuel per t of clinker made, reckoning on the
raw materials and therefore the method used. Most cement kilns nowadays use coal
and fossil oil coke as primary fuels, and to a lesser extent gas and heating oil. Selected
waste and by-products with recoverable calorific value can be used as fuels in a cement
kiln (referred to as co-processing), replacing a portion of conventional fossil fuels, like
coal, if they meet strict specifications. Selected waste and by-products
containing helpful minerals like Ca, silica, alumina, and iron will be used as raw
materials within the oven, replacing raw materials such as clay, shale, and limestone.
Because some materials have each helpful mineral content and recoverable hot price, the
distinction between alternative fuels and raw materials is not always clear. For example,
sewage sludge has a low but significant calorific value, and burns to give ash containing
minerals useful in the clinker matrix[65] Scrap automobile and truck tires are useful in
cement manufacturing as they have high calorific value and the iron embedded in tires is
useful. The Clinker is manufactured by heating raw materials inside the main burner of a
kiln to a temperature of 1450 °C. The flame reaches temperatures of 1800 °C. The material
remains at 1200 °C for 12–15 seconds at 1800 °C for 5–8 seconds (also referred to as
residence time). These characteristics of a clinker kiln offer numerous benefits and they
ensure a complete destruction of organic compounds, a total neutralization of acid gases,
sulphur oxides and hydrogen chloride. Furthermore, heavy metal traces are embedded in
the clinker structure and no by-products, such as ash of residues, are produced. The EU
cement trade already uses over four-hundredth fuels derived from waste and biomass
in activity the thermal energy to the gray clinker creating method. Although the
selection for this supposed various fuels (AF) is often value driven, other factors are
becoming more important. Use of alternative fuels provides benefits for both society and
the company: CO2-emissions are lower than with fossil fuels, waste can be co-processed
in an efficient and sustainable manner and the demand surely virgin materials will
be reduced. Yet there are large differences in the share of alternative fuels used between
the European Union (EU) member states. The societal benefits could be improved if more
member states increase their alternative fuels share. The Ecofys study assessed the barriers
and opportunities for further uptake of alternative fuels in 14 EU member states. The Eco
fys study found that native factors constrain the market potential to a far larger extent than
the technical and economic practicability of the cement trade itself.
3.9 GREEN CEMENT
Green cement could be a cementations material that meets or exceeds
the practical performance capabilities of normal Portland cement by incorporating and
optimizing recycled materials, thereby consumption of natural raw materials, water, and
energy, leading to a additional property construction material. New producing processes
for manufacturing inexperienced cement area unit being researched with the goal to scale
back, or even eliminate, the production and release of damaging pollutants and greenhouse
gasses, particularly CO2. Growing environmental issues and also the increasing price of
fuels of fossil origin have resulted in several countries in an exceedingly sharp reduction
of the resources required to supply cement and effluents dust and exhaust gases) A team
at the University of Edinburgh has developed the 'DUPE' process based on the microbial
activity of Sporosarcina pasteurii, a bacterium precipitating calcium carbonate, which,
when mixed with sand and urine, can produce mortar blocks with a compressive strength
70 % of that of conventional construction materials.

3.10 TOP CEMENT COMPANIES IN INDIA

The cement industry is very prominent in India. Basically, the business comes below the
large-scale business section. Globally, Asian country is that the second largest
cement manufacturing country. The cement industry in India has a pivotal role in the
overall growth of the economy. Apart from contributing GDP, the industry provides
employment opportunity for the millions of job seekers.
The real estate, construction, and infrastructure sectors are booming in India. Additionally,
the government initiatives of the development of 98 smart cities are expected to provide a
major boost to the sector. Basically, the housing sector is that the biggest demand driver
of cement. The sector accounts for concerning sixty seven of the full consumption
in Asian country.The other major shoppers of cement embody infrastructure
at thirteen, industrial construction at 11 November and industrial construction at Sep
11.As far as the production is concerned, the industry is growing at 5 to 6 %. However,
the industry is highly dominated by a few large companies. Interestingly, the top 10 cement
companies account for the more than 50% of the total cement production in India.
  ULTRATECH CEMENT: Ultra Tech Cement is India’s largest and
amongst the World’s top cement manufacturers. The company has the
presence in five countries. The total operation includes eleven integrated
plants, one white cement plant, one clinkerisation plant, 15 grinding units,
two rail and three coastal terminals, and 101 ready mix concrete (RMC)
plants. Additionally, the company is the largest clinker exporter
Establishment:1987
Headquarter: Mumbai

 SHREE CEMENTS: Shree Cements is a trusted brand in India, mainly

in the northern and eastern part of the country. Currently, the company
has the manufacturing operations over North and Eastern India across six
states. Additionally, the company is popular as one of the most efficient
and environment-friendly companies in the global cement industry.

Establishment:1970
Headquarter: Bangur Nagar, Ajmer, Rajasthan

 AMBUJA CEMENTS: Ambuja Cements is one of the most popular brands

in western India. The company was formerly known as Gujarat Ambuja
Cement Limited. Basically, it's a
significant cement manufacturing company in Asian country. Now, the
company is a part of the global conglomerate LafargeHolcim. Currently,
Ambuja Cement has a cement capacity of 29.65 million tons with five
integrated cement manufacturing plants and eight cement grinding units.
Establishment:1983
Headquarter: Mumbai
 ACC: ACC Limited is India’s one of the largest manufacturers of cement
and ready-mixed concrete. The company has seventeen fashionable cement
factories and over fifty prepared mixed concrete plants. ACC contains
a distinctive log of innovative analysis, product development, and
specialized consultancy services. Basically, ACC is that the initial cement
company within the country to start out Bulk Cement, particularly for
giant shoppers.
 BINANI CEMENT: Binani Cement is the flagship company of the Braj
Binani Group. Basically, the corporate produces ‘Ordinary Portland
Cement’ (OPC) and ‘Pozzolana Portland Cement’ (PPC) beneath the
Binani complete. Additionally, the company enjoys premium status
amongst major Indian cement brands with a significant market share in
northern and western India.
Establishment: 1996

 RAMCO CEMENTS – SUPERGRADE: Ramco Cements was founded as

Madras Cement Company’s’ flagship product Ramco Grade is that
the most trustworthy cement complete in South Bharat. The company
has five cement plants, 4 Grinding Plants, 1 Packing Plants, 1 Ready Mix
Concrete Plant and 1Dry Mortar Plant spread across the country. In addition
to that, the company is that the fifth largest cement producer within
the country. Company’s product vary includes Portland cement, Ready Mix
Concrete, and Dry Mortar products.
Establishment:1957
Headquarters:Chennai

 OCL India: Sjt.Jaidayalji Dalmia, an industrialist of the farsighted vision

set up a cement plant at the request of the government of Odisha to
manufacture super grade cement for use in the construction of the Hirakud
dam. The company is well-liked for manufacturing one amongst the
foremost prestigious brands “Konark”.
Establishment:1950
Headquarter:Rajgangpur

 BIRLA CORP: Birla Corporation Limited is an Indian-based flagship

company of the M P Birla group of companies. The Cement Division of
Birla Corporation restricted has seven plants. All the cement plants ISO
9001:2000 Certificate, covering the entire range of production and
marketing. Some of the foremost well-liked cement brands Samrat,
Khajuraho, Chetak, and Birla Premium cement.
 Establishment:1919
Headquarter:Kolkata

 J. K. CEMENT: J. K. Cement Company is extensively within

the producing and distribution of cement moreover as cement based
mostly product. The company was founded by Lala Kamlapat Singhania.
The Company is that the second largest manufacturer of white cement and
wall putty in Bharat. Actually, the company has the annual manufacture
ability of 600,000 tons and 700,000 tons respectively in India.
Establishment:1975
Headquarter: Kanpur

 INDIA CEMENT: India Cements Limited was founded by two men, Shri
S N N Sankaralinga Iyer and Sri T S Narayanaswami. This is one
amongst the foremost well-liked cement firms in southern Bharat. From a
two plant company having a capacity of just 1.3 million tons in 1989, the
company has robustly grown in the last two decades. Presently, the company
has a total capacity of 15.5 million tons per annum. It has seven integrated
cement plants in Tamil Nadu, Telangana and Andhra Pradesh, one in
Rajasthan and 2 grinding units, one every in Tamil Nadu and geographical.
Establishment:1946
Headquarters: Chennai, Tamil Nadu

3.11 SCOPE OF INDIAN CEMENT SECTOR

India is the world's second-largest cement market and has added 110 million tonnes of cement
by way of capacity in the last five years. India's cement capacity stood at 460MTPA as of
December 2017 and is expected to increase by 5.0-5.5% y-o-y in FY18. India has 575
operational cement plants in the country and this industry is largely dominated by private
players (98%). The top 20 cement company’s manufacture around 70% of the total cement and
a larger share of bigger plants are situated across southern and western parts of India across the
states of Rajasthan, Andhra Pradesh, and Tamil Nadu.
The cement industry is dependent on natural resources and is highly energy intensive. Natural
resources like limestone, coal and minerals are essential to produce cement. The industry needs
to ensure the continuous supply of these materials at an optimum cost and quality, however
due to the depletion of reserves, this is becoming challenging. Volatility in the price of coal is
also an area of concern for the industry. The quality of raw material additive and mineral
gypsum is also depleting. The MMDRA Act’s new notification as of 12 January 2015 stated
that the renewal of mining leases and grants of mining leases and composite licenses will
happen through auctions. For continuous operation, there is a need to secure limestone with a
minimum reserve of 50 years. The year was a relatively slow and difficult one for the industry.

Cement demand was flat at 1% during the year, affected mainly by demonetization but also
because of sand shortage, implementation of the real estate regulatory authority act, weather
implications and introduction of GST. A slowdown in the housing sector, which utilizes 65%
of India's total cement, also led to the deceleration. Ban on sand mining, use of pet coke and
diminished market concentration of industry leaders are some of the other contributing factors.

Rural demand was affected by less-than-normal monsoon, while cement demand from
industrial capital expenditure was adversely affected due to existence of excess capacities
across various industrial sectors. The ready-mixed concrete industry has been considerably
successful globally. RMC in India is still at a nascent stage. RMC accounts for only about 10-
12% of the total concrete production in India, which is a small number as compared to western
countries, where it comprises 50-70% of the total concrete consumption volume. The
penetration level in the metropolitan and tier-I cities is relatively higher and accounts for about
35-40%, while in tier-II cities penetration level is about 20%. Over the past year, there has been
a rise in demand for RMC due to technological improvements and innovations.

The central government is pushing for more infrastructure development as well as completing
on-going projects in a time bound plan. Government is also focusing on the creation of “smart
cities” which would lead to the construction of commercial, residential and recreational centres,
along with public utilities like roads and railways. This will boost the prospects for RMC as a
viable alternative to traditional concrete. RMC is also finding better acceptance among the most
real estate developers in the country, especially in urban areas. Thus, the potential for this
segment remains quite large.

For the above reason, manufacturers have stepped up efforts to improve capacities in this
sector. Increase in demand for RMC is expected to boost cement production as well, as cement
is the most essential component of RMC. RMC is expected to account for up to 25% of the
total cement consumed by 2022, as predicted by Cement Vision 2025. In India, there are 71
companies that operate integrated cement production facilities and 36companies that operate
grinding plants, 6 of which do not have integrated capacity.

India’s total cement production is sort of 297 million tonnes, as of 2017-18. From last two
years almost 15MT Production has been increased year on year. As it shows what
proportion demand has been accrued for cement sector in Republic of India.
With nearly 455 million tonnes of cement production capacity, India is the second largest
manufacturer.

(FIGURE 3.11.1)

India’s total cement production is sort of 297 million tonnes, as of 2017-18.

From last two years almost 15MT Production has been increased year on year.
As it shows what proportion demand has been accrued for cement sector in Republic of
India. With nearly 455 million tonnes of cement production capacity, India is the second
largest cement producer in the world. The cement production capability by the time of
2020 is calculable to the touch 550 MT. All India installed capacity was around 480 MT,
in September 2018. Of the total capacity, 98 percent lies with the private sector and the
rest with the public sector. The cement demand is expected to grow by 7-8 percent in FY19
 (FIGURE 3.11.2)

3.11.1 GST IMPACT ON THE CEMENT INDUSTRY

The Cement falls under the highest GST rate slab and attracts 28% tax. This led to an increase
in rate of taxation, further leading to increase in costs for the infrastructure sector. Post
implementation of GST, the industry is looking for optimization avenues in logistics costs
through direct supplies and by creating hubs to serve distant markets at lower costs. Indian
producers have complained about the high rate of the local GST in the country and are
expecting to reduce it to 18%.

3.12 INDUSTRY GROWTH DRIVERS

 INFRASTRUCTURE: Strong ordering witnessed in the road construction segment.

During FY18, NHAI project awarding increased by 70%. While execution has increased
YoY over last 4 years, the Government’s intentions are higher than current run rate.
 Planned metro projects of around 1,200 km across 23 cities. Closer to the region
where the cement division sells its production, Lucknow metro rail corporation has
approved DPR of metro projects in Kanpur.
 Development of international airports, industrial corridors & freight corridors,
ongoing and increasing apex in railways and power transmission are the other focus
areas, which would drive cement demand.
 HOUSING AND REAL ESTATE SEGMENT: Increasing budgetary support
for Pradhan Mantri Awas Yojana (both Gramin and Urban). These programs are likely
to be one of the biggest catalysts for cement demand. The Government is taking several
steps to ensure better execution in the form of providing funding directly into beneficiary
 account, interest subsidy, revised carpet area to include more beneficiaries and removing
land constraints amongst others.
 Impetus on increasing agricultural productivity, procurement and better pricing
for same. Uttar Pradesh State Government has reported record procurement of
wheat and paddy during FY18.
 Demand from affordable housing is expected to increase on the back of
Government allocating higher amount for urban housing. The PMAY – Urban
has seen five-fold increase in budget outlay.
 State Governments have re-aligned their budget and focus in line with Central
Government.
 Few pockets of urban housing segment are turning around. Commercial
segment seems to have turnaround during last few quarters.
 TILES AND BATHROOM PRODUCT MARKET: India ranks the third
largest producer and consumer of tiles globally. However, India ranks much lower in
terms of per capita consumption, which is lower than even other developing nations such
as Indonesia and Brazil. The Indian tiles industry has immense potential to scale up, led
by increasing urbanization and use of tiles for flooring. Further launch of specialized
tiles based on area of application at competitive pricing along with real estate revival
would lead to demand growth going forward. The tiles industry in India grew at
compounded double digit growth for most part of the current century due to rising
population, urbanization, affordability, increasing replacement to traditional flooring
materials amongst others. The impact of demonetization, slowdown in new
constructions due to introduction of GST and RERA and higher inventories in urban
areas led to lower single digit growth rates in the past few years.
 HIGH CONSUMPTION: In terms of top cement consuming nations, 2017, India is in
2nd position, consuming around 284 Million Tonnes during 2017. China is in first
position; this country is in first place in terms of productions as well.US is in third
position.
 (FIGURE 3.12.1)

3.13 INDUSTRY RISKS

 INFLATION RATE: Inflation plays an important role in Indian economy. Average

inflation dipped to a six-year low of 3.3% in 2017-18, is expected to rise 4.40% during
FY 2018-19. One of the major reasons of inflation is overall increase in demand for
goods and services, which escalate their prices.
 RAW MATERIAL RISK: The cement industry is highly depended on limestone and
other raw materials and availability of limestone is limited and thus, it is essential to
use of blended cement, which uses alternative raw materials such as fly ash and slag.
The increase in the cost of these alternative materials may further increase production
costs.
 COMPETITION RISK: Indian cement sector has become highly competitive with
multiple large players operating in the domestic market. Earlier most of the companies
were catering to specific parts of the country, now most players are expanding their
reach pan-India, thus creating greater market competition.
 INFRASTRUCTURE RISK: Infrastructure sector drives overall development of the
economy and is a major focus of the Government of India. Any pull back by the
government on its initiatives will result in de-growth for the cement industry. Moreover,
too many regulatory approvals and compliances might be a barrier for the segment’s
progress.
  THE POWER AND FUEL RISK: Cement industry is highly energy intensive and
23% of its total expenditure consists of power and fuel costs. Any rise in crude oil prices
will adversely impact on cement sector.
 LOGISTICS RISK: With the rise in diesel prices, cost of road transportation increases.
This cost increase and huge dependence on road transportation would have an impact
on this sector.

3.14 COMPANY OVERVIEW

3.14.1 ABOUT MP BIRLA

Birla Corporation Limited (BCL) is the flagship company of the M.P. Birla Group.
Incorporated as Birla Jute Manufacturing Company Limited in 1919, it was Late Shri
Madhav Prasad Birla who took the Company to new heights. As the Chairman of the
corporate, he transformed it from a jute manufacturing company to a leading multi-product
corporation with widespread activities. Under the berth of Shrimati Islamic
Group Priyamvada Birla, the Company crossed the rs. 1,300-crore turnover mark. In 1998,
the name was modified from Birla Jute producing Company to Birla
Corporation restricted. Shri Harsh V Lodha is now Chairman of the Company. It had a
turnover of Rs 3,768.42 crore and net profit of Rs 157.35 crore in 2015 -16. The Company
is primarily engaged within the producing of cement as its core commercial activity.It
has a major presence within the jute merchandise trade further. BCL has non
inheritable 100 percent shares of Reliance Cement Company non-
public restricted (Reliance Cement), a subsidiary of Reliance Infrastructure Limited
(RIL).After this acquisition, Reliance Cement has become a wholly-owned material
subsidiary of BCL.. This acquisition provides BCL with the possession of high-quality
assets, taking its total capability from ten MTPA to fifteen.5 MTPA.

VISION

Be admired for our culture ethics and performance.

MISSION

To be the best-in-class player in every sector we operate in.

VALUES

Integrity | Professionalism | Value Creation | Socially Committed

 3.14.2 THE PRODUCTS OF MP BIRLA
MP Birla deals in variety of products ranging from:
 INSTITUTIONAL
 PREMIUM
 POPULAR
 WALL PUTTY
 CONSTUCTIONAL CHEMICALS

 THE INSTITUTIONAL RANGE: the institutional range of MP Birla has two

types of cements:
o CEMENT CONCRECEM: The first BIS certified institutional Ordinary
Portland Cement (43 & 53 Grade) brand, specially engineered for
infrastructural development. A product of avant-garde technology,
Concrecem guarantees strength, durability, and faster construction time. It
conforms to IS: 260-2015 (consolidated code for OPC 33, 43 and 53 grades).

O MP BIRLA CEMENT MULTICEM: The first BIS certified institutional

Portland Pozzolana Cement brand, specially engineered for infrastructural
development. Multicem conforms to IS: 1489. We use avant-garde technology
and modern equipment to ensure strength, durability, and faster construction
time.

 THE PREMIUM RANGE: The premium range of MP Birla Cement have five
types of cement:
o BIRLA CEMENT SAMRAT

O CEMENT PERFECT PLUS

O MP BIRLA CEMENT UNIQUE

o MP BIRLA CEMENT ULTIMATE

 THE POPULAR RANGE: The popular range of M.P Birla Cement range has
following products:
o MP BIRLA CEMENT CHETAK
o MP BIRLA CEMENT PSC
o MP BIRLA CEMENT SAMRAT

 WALL PUTTY: Equipped with German hydrophobic polymers, M.P Birla Perfect
Plus Wall Putty is a water-repellent putty which is used before painting to provide the
walls a strong base. Available in white powdered form, it can be used externally or
internally on concrete, brick or AAC Block walls for a smooth surface.

 CONSTRUCTION CHEMICALS: The construction chemicals range of M.P

Birla Cement has the following products:

O MP BIRLA PERFECT PLUS SBR: MP Birla Cement Perfect SBR is a

multi-purpose, liquid bonding agent. Based in modified Styrene Butadiene
Latex, it forms a strong bond with old and new concrete ensuring effective
repairing of concrete as well as waterproofing. Apart from that, it increases
the longevity of surfaces by reducing the chances of cracking

O MP BIRLA CEMENT PERFECT PLUS IWP: A specially formulated

integral waterproofing solution, MP Birla Perfect Plus IWP enhances the
water-proofing properties of concrete and cement sand mortars, making them
more cohesive and suitable for critical applications. IWP prevents segregation
and endows cement mortar/ concrete mixes with improved flow &
workability, enabling easier and faster placing.
3.14.3 THE PERFECT PLUS CEMENT

The PERFECT PLUS is a premium quality specially engineered PPC Cement from the house
of MP Birla Cement for specific applications of Foundation, Pillar & Roofing works. The
product technology has multiple advantages in improving performance & life of the concrete.
The highest quality standards have unique characteristics to make high performance superior
grade concrete.

3.14.4 WHY CHOOSE MP BIRLA CEMENT PERFECT PLUS?

 The enhanced deflocculated ultra-fine particles of cement by use of ‘Hyper Active

Additive’ results in formation of additional binding materials (C-S-H Gel) which helps
to increase the inter bonding between particles and a ‘DENSE CONCRETE MATRIX’
is formed. The additional C-S-H Gel in PERFECT PLUS reaches up to almost 100%
giving a strong concrete matrix with strong transition zone bond. Resulting in strong &
durable concrete.
 The hardening rate of concrete made with PERFECT PLUS is high. This helps to
remove the formwork earlier & ensures the speedier progress of construction activity.
This also reduces the cost of construction substantially.
 The concrete produced by PERFECT PLUS requires optimum water for mixing &
workability. The optimization of water in fresh concrete reduces voids & it attributes
to increase in strength of the concrete. With PERFECT PLUS CEMENT & having
 optimum quality of concrete ingredients we can have excellent optimized water
demand.
 Durability of concrete is directly related to its permeability. The concrete made with
PERFECT PLUS cement reduces permeability, automatically resists to any aggressive
water & chemical to get inside the concrete and do the damage. This ultimately
increases the durability and life of the concrete structure. When we have produced
100% C-S-H Gel in concrete by hydration the permeability also reduces drastically
around 1000 times than partial C_S_H Gel formed concrete.
 Corrosion of reinforcing steel is the most significant and costly cause of concrete
deterioration. PERFECT PLUS can be used in applications where the concrete is
exposed to chlorides. The reduced permeability of concrete will result for extended life
of the structure by around 300%
 Dedicated Customer Services by Expert Civil Engineers well equipped with ‘Concrete
Testing Van’ to practically demonstrate product quality and also provide the tailor made
solutions to have your homes built perfectly strong & durable.

4.0LITERATURE REVIEW
The literature review is a widespread review of accessible literature which help to find out the
research gap if some and to advice the required research in the field of routine Cement
Corporation Of India Limited. The researcher like to conduct study on the financial side of the
cement industry with special reference to cement corporation of India ltd. The cement industry
is a core sector for the nation and its importance turn out to be vital especially in existing
running industrial era there most of the development depends on infrastructure facilities
therefore it plays significant role in economic and societal development of the nation.
Numerous studies have been done in the field of Cement industry besides the customer’s
behavior of the cement. These studies have the main motivation of to look into the operative
activities, occupational applies and financial efficiency of this corporation over its financial
declaration.
The Buyer has definite anticipation from trademarked cements in terms of its, Instant
drying, Quality, Value, Door Delivery, Storing. There are various adhesive manufacturers
manufacturing various brands of cement in our country and they are occupying an
important role in satisfying the needs of the consumers. In this time the consumers in the
cement market are more dynamic. Their taste, needs and inclination are moving as per the
up-to-date market situation. The analysis of the existing scenario of the cement market
shows that all the brands of cement shaped in the market do thrive.
Many of the brands of cement have an unshakable market, while some brands even struggle
to succeed in the market. In the market there are totally different brands of Cement.
All of them are having its own sorts and consumers give more importance to select any
one of brand of the cement. In this setting the given study undertaken to determine the
awareness of buyers of cement and to recognize the attributes which motivate the buyers
to acquisition cement and to measure the agreement level of buyers of cement.
The Literature Review guides the man of science for recovering understanding of
methodology used, limitations of various available estimation actions, data base, lucid
elucidation and reconciliation of the differing results of the research. As many studies are
conducted on the consumer behavior and buying pattern of the cement industry it is
essential for a researcher to review the related literature for the study.

i) This research study has studied the significance of branding in the cement market
Industry analysis displays that stigmatisation efforts are instigated thanks to the bunch.
The huge media spends has influenced and the enlarged visibility for the brand. Cement
has always been loyal to the door media, walls and hoardings. The researcher also spelled
out measures as to why branding becomes important for cement players today. In nature
cement manufactures sell their products close to the area of developed. Finally researcher
showed out that to stand out the cluster, branding of cement would naturally help. Prasad
Sangameshwaran (2009)

ii) This following study was done to encourage the performance of Madras
Cements limited. In order to recognise the relative manufacture show of Madras
cements restricted and every cements units in Bharat, Mann –Whitney U test was applied
to study. The results of study shows that the assembly enactment of elite unit
was capable production performance of all alternative cement units in Bharat.
Rajamohan S. and Vijayaragavan T.
(2008)
iii) In this study the researchers have made effort to liken the marketing spot of three Indian
companies , Ram co, Sankar, Chettinand .The study indicated that the MNC’s are more
efficient in using their assets to generate profits in the cement market. However the marketing
facility of the Indian companies was about Ten times than that of the MNC’s. This was because
the Indian industries used much less marketing than that of the MNC’s. The results drawn from
the study hence advices to spend more in advertising to increase market. T. Siddharth
Mahajan and V.Mainkar Sarkar (2007)

iv) This was a relative study of the designated cement units in Tamil Nadu. The first up-to-date
cement factory was on-going in 1914 in Porbunder and was owned by India cements company
Ltd. The researcher quoted that Rajeswari. N (2000) in her study on marketing management of
Tamil Nadu Cement Corporation Ltd., her study identified that the Marketing position of the
Tamil Nadu Cement Corporation Ltd., (TANCEM) was not satisfactory as for the requirement.
She determined that necessary steps ought to be taken to improve the Marketing position of the
company therefore suggesting required marketing strategies needs to be implemented.
J.Folentia Kamal (2002)

v) This study based on dual process theory from psycholinguistics, effects reveal that, in order
for respondents to develop favourites for hybrids from unlike groups the fundamental, the
hybrid need to be structurally aligned established on links between individual functions, and
that these links also need to be situated in solid consumer goals in the market. Specifically,
stimulating the likely consumer to think about structural alignment and consumer goals
increasing the success of hybrids made up of dissimilar products, but decreased the success of
hybrids involving similar products. Journal of Consumer Psychology, (2009)
vi) According to this study ideas like coffee and milk are judged to be more similar than
thematically unrelated concepts like coffee and lemonade. The researchers investigated
whether thematic relations exercise a small effect that occurs reliably across members (i.e., a
generalized model), or a large effect that occurs inconsistently across members (i.e.,
an individualized model). They also inspected whether alteration in judgments mirrored
similarity or whether these judgments were, in fact non-inverse. Five studies validated the
necessity of an individualized model for both supposed similarity and difference. Results from
the study suggest that models of resemblance and difference must be established to large and
reliable individual inconsistency in the weighting of thematic relations. Sabrina Simmons,
Zachary Estes (2008)
vii) This study emphasized on the brand equity to enhance the cement industry. All the
unbranded merchandises, goods or services have become branded in this day and age.
Today, stigmatisation is such a healthy dynamism that hardly something goes unbranded.
The brand equity of the most important brands of a company is treated as an asset and
need to be administered carefully. This highly alters the consumer’s behavior. Kotler
(2003)

viii) In the strict realistic marketing environment, manufacturers of cement are finding it
difficult to differentiate their brands of cement from the viewpoint of rate, quality,
advancement or location. This study emphasise on the matter. Brand liking means
consumer bent towards a specific brand due to depending on the important beliefs that are
triggered at an exacting fact of time, the degree to which consumer chooses one brand over
other and feeling of a consumer towards a particular brand. RehamEbrahim (2011).Philip
Kotler (2003)

5.0 RESEARCH METHODOLOGY

The convenience sampling method is used for the survey of this study purpose. It is a non-
probability sample. In this study 50 respondents were the users of branded cements.
A well-structured form was in person administrated to the chosen sample to gather the
first information. Research could also be terribly loosely outlined as systematic
gathering of information and data and its analysis for advancement of data in any subject.
Research tries to seek out answer intellectual and sensible queries through application of
systematic ways. In the broadest sense of the word, research includes any formal gathering
of data, information and facts for the advancement of knowledge. Research is conducted
according to the researcher’s intention, their purpose, and the paradigm they’re operating
from within. While many people use the word “research” to loosely mean “gathering
information”. An analysis methodology may be a systematic arrange for conducting
research. Sociologists draw on a range of each qualitative and quantitative analysis ways,
including experiments, survey research, participant observation, and secondary data.
Quantitative ways aim to classify options, count them, and create statistical models to test
hypotheses and explain observations.

5.1 SAMPLE DESIGN METHODS

Sample style ways usually talk over with the technique accustomed choose sample units
for measure (e.g., choose people from a population or locations to sample at intervals a
study area). Before sample style ways is thought of, it's necessary to
possess totally outlined the population, study area, sampling unit, and sampling objective.
All of those can have a sway on that sample style ways area unit appropriate. Selection
of an appropriate sample style technique ensures that the samples you invest it
slow and cash into aggregation will support the inferences you wish to create. Use of a
sample style technique that's not acceptable will result in samples that area unit biased
with regard to your assessment or observance objectives.
.5.2 SAMPLE UNIT

Sample refers to the selected data from the relevant data for the study. Sample unit is the
population divided into finite and identical individuals. The sample unit for this research is the
dealers and retailers of the perfect plus cement.

5.3 SAMPLE SIZE

Sample size refers to the number of observation taken from the population in order to conduct
the study. A sample of 50 consumer is used for this research.

5.4 SAMPLE TECHNIQUES

Sample techniques means the strategies applied during the research study for selecting the
sample. The sample obtained from the population must be representative of the same
population. Sampling may be done either on probability or non-probability approach. In
probability sampling each member of a given member of a given research has an equal chance
of being selected. It involves literally the selection of respondents at random from the sampling
frame, having decided on the sample size. In non-probability the population does not have an
equal chance being selected instead selection happens according to some factors. The
procedure used in the present study is probability sampling.
5.5 METHODS OF COLLECTION

The data is collected in the primary form. It is raw in nature. It is in the same form as i t is
being collected. The data collected for the study is through direct interaction from the
consumers.

 TOOL: The data collected for the research is through QUESTIONNAIRE,

OBSERVATION AND INDIRECT INTERVIEW.
 SOURCE: The sources for the collected information is consumers and research
work.

5.6 DATA ANALYSIS

The nature of the study is descriptive. Descriptive analysis additionally referred to
as applied mathematics analysis describes knowledge and characteristics concerning the
population or development being studied. Descriptive analysis, also known as statistical
research, describes data and characteristics about the population or phenomenon being
studied descriptive research answer the questions who, what, where, when and how.
Although the info description is factual, accurate and systematic, the research cannot
describe what caused a situation thus descriptive research cannot be used to create a causal
relationship where one variable effect another.

QUESTIONNARIE: A well-defined questionnaire i.e. used efficiently

gather data on each overall performance of the check system moreover as data on
specific element of the system.

The question where arranged in proper order in accordance with relevance

 NATURE OF QUESTION ASKED: The question consist of open ended

dichotomous.
 THE PRESENTATION OF DATA: The data presented through charts
 THE VARIABLE OF STUDY: These are the elements from which the study
is effected the direct variable of the study is consumer behaviour buying
pattern indirect variable are brand image profit margin availability and cost.
6.0 DISCRIPTIVE ANALYSIS

6.1.1 From how many years are you in the business?

SL NO. OPTIONS PERCENTAGE

1 0 TO 1 5%

2 1 TO 3 10%

3 3 TO 5 20%

4 MORE THAN 5 65%

TOTAL 100%
(TABLE 6.1.1)

FROM HOW MANY YEARS YOU ARE IN THIS

BUSINESS?

65%

20% more than 5

100% 3 to 5
10%
1 to 3
50% 5%
0 to 1
0%
1

0 to 1 1 to 3 3 to 5 more than 5

(CHART 6.1.1)

INTERPRETATION: More than 65% of the channel partners are in the business for more
than 5years while 20% are between 3-5 years.
6.1.2 Is the dealer whole seller or retailer?

SL NO. OPTIONS PERCENTAGE

1 WHOLE SELLER 75%

2 RETAILER 25%

TOTAL 100%
(TABLE 6.1.2)

WHOLE SELLER OR RETAILER

25%
RETAILER

75%
WHOLE SELLER

0% 10% 20% 30% 40% 50% 60% 70% 80%

(CHART 6.1.2)

INTERPRETATION: 75% dealers are whole seller while 25% are retailer
6.1.3 In which other business do you deal in?

SL NO. OPTIONS PERCENTAGE

1 YES 90%

2 NO 10%

TOTAL 100%
(TABLE 6.1.3)

DEAL IN OTHER BUSINESS

90% 10%
NO
100%

50% YES

0%
1

YES NO

(CHART 6.1.3)

INTERPRETATION: The study shows that 90% of the dealers are dealing in
other businesses.
6.1.4 Name the different brands of cement in which dealer deals?

SL NO. OPTIONS PERCENTAGE

1 ULTRA TECH 15

2 PERFECT PLUS 20

3 PRISM 25

4 MYCEM 10

5 ACC 30

TOTAL 100

(TABLE 6.1.4)

DIFFERENT TYPES OF BRAND IN DEALER DEALS

15%
20%
25%
ULTRATECH
40% 30%
MP BIRLA PERFECT PLUS
10%
PRISM CEMENT
20%
MYCEM CEMENT
ACC CEMENT
0%
1 2

ACC CEMENT MYCEM CEMENT PRISM CEMENT MP BIRLA PERFECT PLUS ULTRATECH

(CHARTS 6.1.4)

INTERPRETATION: 20% of the dealers deals in PERFECT PLUS, 30% in

ACC, while 15% deals in ULTRA TECH.
 6.1.5 Reason for selling this brand?
SL NO. OPTIONS PERCENTAGE

1 DEMAND 40

2 PROFIT MARGIN 15

3 QUALITY 15

4 PRICE 30

TOTAL 100

(TABLE 6.1.5)

REASON FOR SELLING THE BRAND

40%

15%
40% 30%
15% DEMAND
30%
PROFIT MARGIN
20%
QUALITY
10%
PRICE
0%
1 2

PRICE QUALITY PROFIT MARGIN DEMAND

(CHART 6.1.5)

INTERPRETATION: The study suggest that 40% of the dealers sell MP

BIRLA PERFECT PLUS cement due to its demand.
 6.1.6 What is your monthly turnover of particular brand of cement?

SL NO. OPTIONS PERCENTAGE

1 0-25 BAGS 0%

2 25-50 0%

3 50-250 0%

4 ABOVE 250 100%

TOTAL 100%

(TABLE 6.1.6)

MONTHLY TUNROVER
100

ABOVE 250 BAGS

100
50-250 BAGS

50 25-50 BAGS
0-25 BAGS
0
1
0-25 BAGS 25-50 BAGS 50-250 BAGS ABOVE 250 BAGS

(CHART 6.1.6)

INTERPRETATION: All the dealers, both- whole sellers and retailers, buy
more than 250 bags.
 6.1.7 How long you have to wait for the product?

SL NO. OPTIONS PERCENTAGE

1 LESS THAN 24 HRS 95%

2 BETWEEN 1-2 DAYS 5%

3 BETWEEN 3-4 0%

4 ABOVE 7 0%

TOTAL 100%

(TABLE 6.1.7)

DELIVERY TIME

0%
95% OVER 1 WEEK
100% 0%
OVER 3 DAYS
5%
50% BETWEEN 1-2 DAYS

LESS THAN 24 HRS

0%
1

LESS THAN 24 HRS BETWEEN 1-2 DAYS OVER 3 DAYS OVER 1 WEEK

(CHART 6.1.7)

INTERPRETATION: The study shows that 95% of the buyers receive their
orders for the cement within 24hrs.
 6.1.8 Quality wise ranking of cement?

SL NO. OPTIONS PERCENTAGE

1 ACC 35%

2 MP BIRLA 40%

3 MYCEM 10%

4 PRISM 15%

TOTAL 100%

(TABLE 6.1.8)

QUALITY WISE RANKING

15%
40%

10% PRISM
35%
40% MYCEM

20% MP BIRLA

ACC CEMENT
0%
1

ACC CEMENT MP BIRLA MYCEM PRISM

(CHARTS 6.1.8)

INTERPRETATION: 40% i.e. majority of the dealers find MP Birla best in

terms of the quality.
 6.1.9 Name the company which provide good packaging?

SL NO. OPTIONS PERCENTAGE

1 ACC 25%

2 ULTRA TECH 25%

3 MP BIRLA 25%

4 PRISM 25%

5 AMBUJA 10%

TOTAL 100

(TABLE 6.1.9)

COMPANY WHICH PROVIDE GOOD PACKAGING

25% 10%
15%
25%
25% AMBUJA
30%
PRISM
20% MP BIRLA
10% ULTRA TECH
ACC CEMENT
0%
1

ACC CEMENT ULTRA TECH MP BIRLA PRISM AMBUJA

(CHARTS 6.1.9)

INTERPRETATION: Except for the ACC cement, the dealers find all brands
delivers satisfactory packaging of the orders.
 6.1.10 Does your company inform you about the market?

SL NO. OPTIONS PERCENTAGE

1 YES 95%

2 NO 5%

TOTAL 100%

(TABLE 6.1.10)

INFORMATION ABOUT MARKET CONDITION

95%

100% 5%
NO
80%
60%
40%
YES
20%
0%
1

YES NO

(CHART 6.1.10)

INTERPRETATION: 95% of the dealers agrees that they are informed about
the brand.
 6.1.11 Give your preference for the following type of gift given by company?

SL NO. OPTIONS PERCENTAGE

1 SHARES 40

2 FREE GIFT 30

3 TOUR 20

4 GOLD 10

TOTAL 100

(TABLE 6.1.11)

(CHART 6.1.11)

INTERPRETATION: The study shows that the dealers appreciate shares in

the company as the gift.
 6.1.12 Name the company which provide best after sale service?

SL NO. OPTIONS PERCENTAGE

1 ACC 30

2 MP BIRLA 35

3 ULTRA TECH 25

4 J.P 10

TOTAL 100

(TABLE 6.1.12)

COMPANY WHICH PROVIDE BEST AFTER SALE SERVICE

35% 25% 10%

J.P
40% 30%
ULTRA TECH
20% MP BIRLA PERFECT PLUS

ACC CEMENT
0%
1

ACC CEMENT MP BIRLA PERFECT PLUS ULTRA TECH J.P

(CHART 6.1.12)

INTERPRETATION: Dealers agreed that MP Birla and ACC cement gives best
after sale services stating 35% and 30% respectively.
6.1.13 who are the main purchaser of the cement?

SL NO. OPTIONS PERCENTAGE

1 BUILDER 10

2 HOMEMAKERS 40

3 CONTRACTORS 30

4 OTHERS 20

TOTAL 100

(TABLE 6.1.13)

Main purchasers of cement

20%
30%
40%

OTHERS
40% CONTRACTORS

20% 10% HOMEMAKER

BUILDER
0%
1

BUILDER HOMEMAKER CONTRACTORS OTHERS

(CHART 6.1.13)
INTERPRETATION: The study shows the major market is occupied by the
home makers stating40%, 30% contractors and 20% others.

7.0 CONCLUSION

 It can be concluded from the study through survey on perfect plus cement that it has
good brand image in the respondent mind in Lucknow market.
 More than 65% of the consumer are in the business for 5 year or more.
 Majority of the channel partner of the M.P Birla perfect plus cement are retailers.
 Most of the respondent do not deal in any other business.
 ACC cement, Prism cement, Ultra tech are the major leading companies of cement other
than Perfect plus cement.
 Demand is the drive in selling the particular brand in the city.
 All the respondent in the city have the turnover of more than 250 bags per month.
 The delivery system of the M.P Birla perfect plus cement in the market up to mark and
efficient.
 Utmost respondent prefer M.P Birla perfect plus cement over other market players.
 Maximum companies provide market information.
 Homemaker are the main purchaser of the company.

8.0 RECOMMENDATIONS

 The study on the consumer behaviour and buying pattern in the cement industry
suggests that cement industry ought to harvest awareness regarding whole grain to its
consumer. This whole Grades area unit obsessed with the part combine.
It’ll support to the shoppers to pick out the actual Grades of Branded Cements.
 The dealers in the Cement industries ought thoughtful to avoid the Paper
Packing. They should use material like synthetic resin packing or baggage.
It ought to support to scale back the Hardening of Cements and Torn baggage.

 Mutual changes within the value must be avoided by setting a customary value.

 The cement firms ought to provide twenty five metric weight unit gear of
cements all told Grades. It should be valuable to the users of little cover works.

 According to the study contestants area unit swelling day by day therefore Cement
Industries ought to pay a lot of attention in promotional through .It should care to
extend the sale of Branded Cements

 The firms ought to deliver some diversity of Gift offers

to alternate getting individuals aside from Engineers and Dealers.