A STUDY ON ROLE OF MARKETING IN TAMILNADU

CEMENTS CORPORATION, ARIYALUR

INTERNSHIP REPORT

Submitted by

Mr. N.CHANDRAMOHAN

Reg. No. 098001135006

in partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

KALAIGNAR KARUNANIDHI INSTITUTE OF TECHNOLOGY

COIMBATORE – 641 402.

AUGUST 2010
 KALAIGNAR KARUNANIDHI INSTITUTE OF TECHNOLOGY

DEPARTMENT OF MANAGEMENT STUDIES

PROJECT WORK

AUGUST 2010

This is to certify that the project entitled

A STUDY ON ROLE OF MARKETING IN TAMILNADU CEMENTS

CORPORATION

is the bonafide record of project work done by

N.CHANDRAMOHAN

Reg.No. 098001135006

of

MASTER OF BUSINESS ADMINISTRATION

2010 - 2011

___________ _______________________

Project Guide Head of the Department

Submitted for the Project Viva-Voce examination held on _________

----------------------------- --------------------------

Internal Examiner 1 Internal Examiner 2

 DECLARATION

I affirm that the project work titled “A STUDY ON ROLE OF MARKETING

IN TAMILNADU CEMENTS CORPORATION” being submitted in partial

fulfillment for the award of MASTER OF BUSINESS ADMINISTRATION in

MARKETING & HUMAN RESOURCE is the original work carried out by me.

It has not formed the part of any other project work submitted for award of any

degree or diploma, either in this or any other University.

N.CHANDRAMOHAN

Reg.No. 098001135006

I certify that the declaration made above by the candidate is true

Signature of the Guide,

COMPANY CERTIFICATE
ACKNOWLEDGEMENT
 ACKNOWLEDGEMENT

The success of any project is the co-operative effort of the people around an

individual. For all efforts, behind this successful project, I am highly intended to the following

personalities without whom this project would ever be completed. I find no words to express my

gratitude towards those who were constantly involved with me throughout development process.

I wish to express my sincere thanks and deep sense of gratitude to

Dr.P.ANBALAGAN, DIRECTOR, KALAIGNAR KARUNANIDHI INSTITUTE OF

TECHNOLOGY for providing the necessary facilities to carry out this project work successfully.

I wish to express my sincere thanks and deep sense of gratitude to

Dr.N.MALMURUGAN, PRINCIPAL, KALAIGNAR KARUNANIDHI INSTITUTE OF

TECHNOLOGY for providing the necessary facilities to carry out this project work successfully.

I am thankful to Prof.P.KRISHNA RAO, Director, Department of Management

Studies, KALAIGNAR KARUNANIDHI INSTITUTE OF TECHNOLOGY and the faculty

members in the department for having helped in this report I am appreciative to my project guide

P.REVATHI giving me good supervision and support during my training period .

CONTENTS
 CONTENTS

S.NO DESCRIPTION PAGE NO.

1. INTRODUCTION 1

2. OBJECTIVE OF STUDING THE 3

ORGANIZATION
3. OVERVIEW OF THE ORGANISATION 5
4. CEMENT PRODUCTION 14
5. SIEMENS PROCESS AUTOMATION SYSTEM 16
6. ORGANIZATION STRUCTURE 24
7. MAIN OFFICE 25
8. STRUCTURE OF MARKETING DEPARTMENT 26
1.FUNCTION OF MARKETING DEPT
9 CONCLUSION 37
10 REFRENCE 38
INTRODUCTION
INTRODUCTION

Cement is one of the key infrastructure industries in India. Arasu cement industry is 31 years
old. The Arasu cement industry not only ranks 5th in the production of cement in india but also
produces quality cement, which meets global standards. In an industry in its ninth decade of
existence, there is naturally a spread in the age, technology and capacities of the plants but this
has steadily been sought to be narrowed down by renewal, modernization and expansion. Price
and distribution controls were lifted on 1st April 1976 with an authorized share capital of Rs. 18
corers taking over cement plant at Alangulam and setting up another plant at Ariyalur in the year
1979 to ensure quality standards.

PROGRESS-PROBLEMS-SOLUCTIONS TRIANGLE

Cement industry, in popular conception, is one of that could be badly polluting. Such an
impression at best is a hangover from the cement control regime and the period immediately
following it but the situation has vastly improved in the last 15 years. The reasons for this are
many. If the dry process technology ushered in new highs in productivity in output, energy and
fuel utilization, it also entailed the handling of huge volumes of dry powered materials like
limestone, gypsum, slag, fly ash, coal etc., this had led to the aggravation of the problem of
environment with its impact not only on the employees working in the plant but also the
community in the neighborhood of 5-10 km radius.
Pollutions control boards have been set up by the government, inter alia, to lay
down,control and monitor the various requirements for protecting the environment from the
adverse impacts of industrial and other human activity.
However, advances in dust control technology like Electrostatic Precipitators (ESP) and
Fabric Filters have facilitated the industry successfully grapple with the problem of particulate
emissions, on the one hand, and increased efficiency of production resulting from conversion of
waste emissions, adding to cement output. In addition, innovations like surface miners and
electronic packing system have made their own contribution to reducing dust nuisance.
TECHNOLOGICAL ADVANCEMENTS

Arasu cement industry is modern and uses latest technology. Only a small segment of
industry is using old technology based on wet and semi-dry process. Efforts are being made to
recover waste heat and success in this area has been significant. Tancem is also producing
different varieties of cement like Ordinary Portland Cement (OPC43), Ordinary Portland Cement
(OPC53) Portland Pozzolana Cement (PPC,SUPER STAR), Production of these varieties of
cement conforms to the BIS specifications. It is worth mentioning that some cement plants have
set up dedicated jetties for promoting bulk transportation and export.
OBJECTIVES OF STUDYING THE ORGANIZATION:

Primary objective:

 The company has its main objective in production of cement and cement based
products and primarily caters to the needs of Government departments.

 To study the effectiveness of whole sale marketing among customers.

Secondary objectives:

 To study the difference of opinion of whole sales received and responded by

customers of various brand.

 To find out what kind of whole sales are often used by the customers.

 To find out the influence of whole sale marketing features on the effectiveness of
whole sale marketing.
SCOPE OF THE STUDY

 Through this study we can analyze how much effective is the whole sale marketing
among the customers.

 It helps in knowing the important features of whole sale marketing that creates awareness
about the product that is marketed.

 To analyze how many customers has made use of the whole sale marketing services.

LIMITATIONS

There are limitations in conducting the study on the whole sale marketing and its services
with reference to TANCEM. The limitations are as follows:

a) The study is conducted only with 250 samples from various areas and districts in
Tamilnadu.

b) The survey conducted is based on interview through questionnaires.

c) It was very difficult in collecting samples.

d) They produced more experience to the survey conductors.

e) The study is conducted only with the samples from various geographical locations.
OVERVIEW OF THE ORGANIZATION
OVERVIEW OF THE ORGANIZATION:

1.1HISTORY:

Tamilnadu Cements Corporation Ltd., (TANCEM) , a wholly owned Government of

Tamilnadu undertaking, started business from 1st April 1976 with an authorized share capital of
Rs. 18 corers taking over cement plant at Alangulam and setting up another plant at Ariyalur in
the year 1979.TANCEM, as its expansion and conversion activities, set up Asbestos Sheet unit at
Alangulam during 1981. TANCEM also took over during 1989, a Stoneware pipe plant from
TACEL with a view to provide employment to the retrenched employees.

TANCEM has, thus become a multi plants, multi locations and multi products company
with an annual turnover of around Rs. 250 corers and the authorized capital as of now is Rs.
37.43 Cores. The company has its main objective in production of cement and cement based
products and primarily caters to the needs of Government departments. Limestone being the
main raw material, the company acquired and reserved enough limestone bearing lands in and
around Alangulam and Ariyalur which are sufficient to run the cement plants for decades to
come. Hence, the role of TANCEM in the development of state is immense.

SPECIAL FEATURES ARASU CEMENT

 Low heat of hydration which prevent cracks in concrete.

 Prevent iron from corrosion due to low chloride contain.
 Resistance against water leakage.
 Ability to handle high pressure.
 Low setting time & need less water for it.
 Long life due to low magnesiu
NATURE OF THE ORGANIZATION:

The company is engaged in the manufacture and selling of Cement, Asbestos Cement
Sheets and Stoneware Pipes. The factories are situated in various districts of Tamilnadu as under:

1. Alangulam Cement Works, Alangulam, Virudhunagar district,

2. Ariyalur Cement Works, Ariyalur district,
3. Tamilnadu Asbestos (Sheet) , Alangulam, Virudhunagar district,
4. Stoneware Pipe Factory, Virudhachalam, Cuddalore district.

Our Mission :

To produce and sell cement / allied products in the Public Sector so as to have a
moderating influence on the market for making available cement / allied products.

Our Vision :

 To attain leadership in cement technology,

 To encourage the use of environment and friendly practices in production and
 To make available cement and other products at affordable prices to the common
consumers and Govt.departments

BUSINESS VOLUME:

(A) On achieving excellence in production

1. We are committed to maintain the highest quality standards by ensuring

compliance with all laid down specifications.
2. We shall achieve the highest capacity utilisation of plant and machinery thus
ensuring maximum operational efficiency.
3. We shall involve and motivate all our employees in the process of production thus
ensuring the highest productivity.
4. We shall adopt the latest technologies by modernising the plants and plant
practices besides bringing about continuous process improvements.

(B) On achieving excellence in supply & distribution:

1. We shall make available cement and other products to the common consumers at
affordable prices by only providing for a reasonable margin of profit.
2. We shall ensure supply to all Government Departments / Agencies engaged in
public works activities at price cheaper than those in the market.
3. We shall develop an effective market net work of stockists and dealers thus
making cement and other products available all over Tamil Nadu and in
neighbouring States.
4. We shall adopt a transparent and healthy approach to market cement and other
products thereby setting and example in the industry.
(C) On Environment:

1. Produce eco-friendly quality cement, Asbestos Cement sheets and stoneware

pipes by adopting innovative technologies.
2. Comply with all relevant environmental legislations and regulations.
3. Conserve and optimise the usage of resources namely Power, Coal, other raw
materials like Limestone, and other permissible additives, Fly Ash etc. within the
limits as fixed by Bureau of Indian Standards (BIS).

(D) Human Resources Development:

1. We shall periodically impart training to our employees so as to inculcate in them a

sense of national priority, industrial excellence and consumer friendliness.
2. We shall maintain harmonious Industrial Relations and enhance the quality of life
of our employees.
3. We shall improve the conditions of the people living in the neighbourhood of our
factories by participating in community development projects in these areas.
4. We shall imbibe the latest development in cement technology in the world
through purposeful interaction with the cement industry in India and abroad.
5. We shall continue to encourage our Scientists and Engineers engaged in research
and development efforts to produce cement and cement products adopting eco-
friendly technology resulting at, least social and economic costs.
6. We shall continuously improve the Quality Management System by implementing
ISO-9001-2000 and through formation of Quality Circles among the shop floor
employees by inculcating the awareness.
PRODUCT LINES:

Cement is supplied directly to the Govt. departments and stockists appointed in various
places in Tamilnadu and Kerala. A.C.Sheets are supplied directly to the stockists and through our
depots situated in Pondicherry, Kerala. Stoneware Pipes are directly supplied from the
factory.Quality complaints on Cement, A.C.Sheets and Stoneware Pipes are received at the
respective factories and our quality personnel attend to the same on war footing basis as and
when the situation warrants. Generally the quality complaints are attended within a week's time.

The company periodically conducts the stockists meeting at various important cities in
Tamilnadu and redresses the stockists / customers' grievances.

ARASU laboratory is ISO 9001:2000 certified. It is divided into four sections:

1. Quality control
2. Chemical laboratory
3. Physical laboratory
4. Concrete laboratory
Quality Control:

Our quality control laboratory is operating 24 hours a day with three rotating shifts. Its
main mission is to control the raw material, raw meal, kiln feed, clinker and cement production
on hourly basis and report directly to the production departments in order to minimize the
standard deviation of the results during production, which leads to minimize the percentage of
the non-conforming product.

Chemical Laboratory:

ARASU has the most advanced technology for research and analysis such as XRF &
XRD (with a Class machine) from ARL, microscope with all the accessories (sample
preparation, polish, software) etc... In addition the laboratory is equipped to perform the wet
analysis for the ASTM C114 and EN 196-2. An oven up to 2000 °C was also installed to control
the burn ability of the raw material and to evaluate the raw mix variation.

Physical Laboratory :

The physical laboratory is divided into 2 sections. One section is for European tests, and
the second is for the American (ASTM) tests. The environmental condition of both sections is
controlled with continuous measurement to fulfill the requirements of both standards.

The physical laboratory is divided into 2 sections. One section is for European tests, and
the second is for the American (ASTM) tests. The environmental condition of both sections is
controlled with continuous measurement to fulfill the requirements of both standards.

Concrete laboratory :
 This laboratory is well equipped to control the quality of the aggregates and sand and to
detect the influence of the concrete component on the concrete quality. In addition this concrete
laboratory is available to support ARASU customers and other interested parties.

Customers :

Bagged cement is sold in the Lebanese Market through ARASU's distributors; Bulk
Cement is sold directly to End Users such as Ready Mix Plants, Contractors and Industries.
Any Request for a Product can be addressed to us through the Sales Office.

The critical success factors for this achievement are:

 Responsive management and independent status in ever consolidating global markets.

 Excellent logistic facilities.

 Certified product according to Local & International Standards

 Certified Quality and Environmental Management Systems according to ISO Standards.

Raw material preparation :

Limestone of differing chemical composition is freely available in the quarries owned by CN.
This limestone is carefully blended before being crushed. Red mineral is added to the limestone
at the crushing stage to provide consistent chemical composition of the raw materials. Once these
materials have been crushed and subjected to online chemical analysis they are blended in a
homogenized stockpile. A bucket wheel reclaimed is used to recover and further blend this raw
material mix before transfer to the raw material grinding mills

Raw Meal :

Transport belt conveyor transfers the blended raw materials to hammer and ball mills
where it is ground. The chemical analysis is again checked to ensure excellent quality control of
the product. The resulting ground and dried raw meal is sent to a homogenizing and storage silo
for further blending before being burnt in the kilns.

Fuels :

The heat required to produce temperatures of 1,800°C at the flame is supplied by ground
and dried petroleum coke and/or fuel oil. The Petcoke is imported via the companies' internal
wharf, stored and then ground in dedicated mills. Careful control of the mills ensures optimum
fineness of the Petcoke and excellent combustion conditions within the kilns system.

Burning :

The raw meal is fed into the top of a preheater tower equipped with four cyclone stages.
As it falls, the meal is heated up by the rising hot gases and reaches 800°C. At this temperature,
the meal dehydrates and partially decarbonizes. The meal then enters a sloping rotary kiln, which
is heated by a 1,800°C flame, which completes the burning process of the meal. The meal is
heated to a temperature of at least 1,450°C. At this temperature the chemical changes required to
produce cement clinker are achieved. The dry process kiln is shorter than the wet process kiln
and is the most fuel-efficient method of cement production available.

Cooler Units :

The clinker discharging from the kiln is cooled by air to a temperature of 70°C above
ambient temperature and heat is recovered for the process to improve fuel efficiency.
Some of the air from the cooler is dedusted and supplied to the coal grinding Plant. The
remaining air is used as preheated secondary air for the main combustion burner and tertiary air
duct for combustion chamber in the kiln. Clinker is analyzed to ensure consistent product quality
as it leaves the cooler. Metal conveyors transport the clinker to closed storage areas.

Filter :Dedicated electrostatic precipitators and bags filters dedust the air and gases used in the
Clinker Production Line Process. In this way, 99.9% of the dust is collected before venting to the
atmosphere. All dust collected is returned to the process.
CEMENT PRODUCTION
Cement Production :

Different types of cement are produced by mixing and weighing proportionally the
following constituents:
 Clinker
 Gypsum
 Limestone
 Blast Furnace Slag

These materials are ground in tube and/ or Roller Press Mill (Polycom) and then stored in large
silos. Careful quality control ensures consistent high performance of the product produced.
Depending on the proportions of the metered constituents, four types of cement are produced for
both internal and export markets.

Cement Production Process :

1. Quarry: Typically limestone, marl and clays as well as other materials containing the required
proportions of calcium, silicon, aluminium and iron oxides are extracted using drilling and
blasting techniques.

2. Crusher: The quarried material is then reduced in size by compression and/or impact in
various mechanical crushers. Crushed rock is reduced in size from 120 cm to between 1.2 and
8 cm. Drying of raw material may also be necessary for efficient crushing and pre-blending.

3. Conveyor: Raw material is then transported from the quarry using conveyors, rail wagons or
other suitable logistics solutions specific to the cement plant.
4. Mixing bed: The crushed limestone and clay is homogenized by stacking and reclaiming in a
long layered stockpile. This material is then ready for milling and drying in the kiln.

5. Raw mill: The raw materials are milled and dried in a roller mill. Heavy rollers are held over a
rotating table and the course material is milled until it is fine enough to be carried by air to a
homogenizing silo.

6. Filter: Bag filters comprise filters of either woven fabric or needle felts to remove particles
from kiln exhaust. The exhaust gas from many kilns is used for drying raw materials, thus
improving the energy efficiency of the plant.

7. Preheater: Cyclone preheaters enable the raw material of cement production to be preheated
before entry into the kiln. This increases the energy efficiency of the kiln as the material is 20-
40% calcined at the point of entry into the kiln.

8. Kiln: The kiln is designed to maximize the efficiency of heat transfer from fuel burning to the
raw material. In the preheater tower the raw materials are heated rapidly to a temperature of
about 1000°C, where the limestone forms burnt lime. In the rotating kiln, the temperature
reaches up to 2000°C. At this high temperature, minerals fuse together to form predominantly
calcium silicate crystals - cement clinker.
9. Cooler: The molten cement clinker is then cooled as rapidly as possible. The ambient air used
to cool the clinker is then fed into the kiln as combustion air - ensuring high utilization of the
heat produced.

10. Clinker silo: Clinker may be either stored on site in preparation for grinding to form cement,
or transported to other sites.

11. Cement mill: Finish milling is the grinding together of cement clinker, with around 5% of
natural or synthetic gypsum. Other cementitious materials such as slag, flyash or other
pozzolans may also be incorporated into the final cement powder.
12. Logistics: Final cement may be transported pre-bagged or as a bulk powder. The method of
transport selected varies according to location - and may include transport via truck, rail or
ship.
Optimizing Energy and Operations for Cement Production

ARASU Cement Company’s modernization of its Union Bridge, MD, plant has integrated
process control and energy management to improve process efficiencies across the facility.

SIEMENS PROCESS AUTOMATION SYSTEMS

Siemens Process Automation Systems :

Over the years, ARASU Cement has been willing to try innovative approaches to optimize
energy consumption and improve operational efficiency. The company has sought to
eliminate islands of automation, integrated its software platform under one centralized
location, and even transferred production data into SAP enterprise system as part of its efforts.
This thinking challenges the notion that PLC/HMI-based controls are the only cost-effective
method for cement producers to improve the efficiency of their operation.

Integrated process automation systems are being designed to meet, and many times
exceed, the specific requirements of the cement industry, particularly for those with an
objective to optimize energy consumption, improve control system longevity, and ultimately
reduce the total cost of operation over the life of the system.

ARASU Cement Co. is a division of the Heidelberg Cement Group, the third largest
cement producer in the world. In the first quarter of 2008 company employed more than
65,000 people globally and produced 19.6 million tons of clinker and cement. The company
also produced 61.0 million tons of aggregates and 10.0 million tons of ready-mixed concrete
from its manufacturing operations.

ARASU’s modernization connected those islands, the multiple PLC/HMI-based systems

throughout the facility. Plant managers wanted to lower labor and operational costs using a
process control system that could control and monitor everything from a centralized location,
but meeting this requirement was no small task.

Following precedents set by other Heidelberg plants around the world, Union Bridge
chose to standardize its automation platform with Simatic PCS 7 and the Cemat application
library from Siemens. This system provides extensive diagnostic capabilities for individual
objects such as motors, valves, and dampers that can be used consistently across the whole
plant and beyond. An operator trained on one section of the plant can easily learn the
operations of a new plant area or even the operations in a different plant across the ARASU
organization. This allows managers to redeploy operators to areas that need the most attention
within the plant or even to other ARASU manufacturing facilities.

Open system flexibility :

The new system controls all sections of the plant, including raw material processing,
preheater and kiln, clinker grinding, packaging, and storage. This includes 17,600 active I/O
points and 3,000 more still being installed.

The Cemat application library consists of pre-engineered function blocks, faceplates,

and operator graphics designed for full operation of a cement plant. It delivers a uniform flow
of data from mining of raw materials through finished product with a high level of
transparency. Integrating process optimization software packages from various vendors allows
the system to easily add on controls for processes like mill optimization, kiln shell scanner,
quality control, and a kiln control system database.

The application library can help operators see the larger plant picture since so many of
the operations are built into the system. Library operations include topics such as how to
troubleshoot problems with minimal downtime, and how to interlock the drives, dampers, belt
conveyors, and analog measurements throughout the plant. This allows best operating
practices to be shared across ARASU’s organization without making operators re-learn the
basic operation philosophy or the functionality of the individual objects such as motors and
dampers.

Functionality embedded in the blocks is based on years of on-site experience, so

engineering is simplified and reliable. This allows operators to focus on process interlocking
that particular process that is bingeing is fast because of detailed at are grouped together in
operreas or groups.

integration of power monitoring information into the PCS 7 system has proven to be
extremely beneficial. Given the high proportion of current used to run motors, any
improvement can be very profitable. ARASU has built its program around high-performance
motors, adopting “smart” MCC (motor control center) technology, and tight integration of
motors and drives into a process automation system.

ARASU Cement uses this approach to lower energy consumption and cost throughout
their manufacturing operations. The plant has a power monitoring system supported by a
dedicated PCS 7 controller, with 218 power monitoring devices connected via Profit. These
devices have been installed on each of the MCCs and drives, providing real-time information
about energy usage.

The power monitoring devices provide operators with a power consumption picture
including amps, voltage, and the power factor sequencing in total numbers for each phase and
current. With this capability, power consumption calculations and measurement for each area
of the plant, even for each drive and motor, can be presented to the operators via the HMI. If
an area is not running efficiently, operators will be able to see where the inefficiency is
located and make adjustments accordingly. For example, if power consumption spikes or the
plant’s per ton power consumption increases, supervisors can now take immediate action.

In the past, ARASU Cement placed power monitoring devices in only a few key areas
throughout its processes that required manual recording. It would not be until the end of the
month, after the data was compiled, that they would discover an energy consumption problem.
Now, manual collection has been eliminated, and plant operators can act immediately to fix a
problem based on real-time data.

Load shedding for profit :

Because the system provides real time information about power consumption in
different sections of the plant, ARASU can sell power back to the utility if it does not
consume its full power quota required for the entire operation of the plant.
 Many manufacturing plants buy power in bulk per month at a fixed price. Normal
customers pay the market price for power which is calculated about every five minutes. If
market consumption goes high at any time and the prevailing prices climb above ARASU’s
contract price, it can sell some of its pre-purchased power back onto the open market at the
high rate for a profit. By having the ability to monitor its overall power consumption
precisely, ARASU knows exactly where it can shed load and sell power to the utility.

The plant can also shed load selectively to avoid a complete plant shutdown in the
event of problems on the local grid. In some emergency situations, the utility can request that
the plant curtail its load immediately. Operators can review real-time data and decide which
parts to shut off to accommodate the load reduction. With the PCS 7 system and power
monitoring devices, this is a very quick process because the utility typically requires action
within 10 minutes.

Results: 18% labor reduction :

The modernization of the manufacturing processes and implementation of fully-

integrated process controls has been critical in increasing production, while reducing energy
consumption and labor hours.

In 2007, the plant produced in excess of 1.8 million metric tons of cement, a
considerable increase over its pre-modernization cement production. Meanwhile, the energy
consumption per ton has dropped. Similarly, plant clinker production has increased over the
same period.

The islands of automation that existed in several areas throughout the site are now
integrated into the PCS 7 Cemat platform under one centralized location. The plant’s 40,000
sq. ft. core building houses all activities supporting the manufacturing process, which can be

controlled through 12 consoles by just one operator if necessary. The modernization project
resulted in an 18% reduction in labor hours.
 The integration of its new process control system has allowed ARASU to optimize its
energy management and improve process efficiencies throughout its facility. The functionality
and diagnostics are now consistently applied across the whole plant, increasing operability
and streamlining plant cost of operation.

Reducing total operating costs of a cement plant can be achieved by streamlining its
process controls and switching from a PLC/HMI-based format to one built on fully-integrated
plant automation. For producers, it is not so much a question of whether or not plants will
embrace this technology as it is an inevitability that plant economics will prove this is the way
to go. Those facilities that do will be in a better position to accelerate market share and
increase profit margins.
 Process sub-systems operating only with OEM provided controllers can become
isolated very easily, leaving operators with a fragmented operational picture. Integrated
control ties the whole plant together. Source: Siemens
 Cement plants are a combination of several process sub-sections combined to form
continuous processes. Typically, OEMs supply mechanical equipment packages with
their own controls that perform specific functions within the sub-sections. These sub-
controls are an integral part of the process and need to take commands from the main
plant control system and report status and messages. Source: Siemens
CORPORATE OFFICE :

TAMILNADUCEMENTCORPORATIONLTD.,
#735 Anna Salai, LLA Buildings,

2ndFloor, Chennai-600002,

Tamilnadu,India.

Phone : +91(0)4428525461,28525471,28526321
Fax : +91(0)4428523991
E-mail co@tancem.com
Website: www.tancem.com

 Factories
 Regional Offices - Marketing
 Marketing Depots
 Corporate Offices
ORGANIZATION STRUCTURE
ORGANIZATION STRUCTURE:

DEPT HEAD

DM(MKG)/A.M(MKG)

MARKETING EXECUTIVE

CLERK

ASSISTANT
MAIN OFFICES:
Tamilnadu Cements Corporation Ltd

735, Anna Salai, CHENNAI - 600 002.

MARKETING OPERATIONS:
Tamilnadu Cements Corporation Limited, a State Government undertaking, is
manufacturing high quality Arasu Brand cement of PPC, OPC 43 Grade and OPC 53 Grade as
per B.I.S. in their two factories. The cement manufactured by TANCEM is being used both by
Government Departments and general public besides private entrepreneurs. A number of
Government buildings such as Collectorates, TNHB Towers, Shopping complexes, Bridges,
Power plants, etc. have been constructed using "Arasu Cement" exclusively.

"ARASU SUPER STAR" is the most liked and reputed brand among public.

Set up with a capital outlay of Rs. 2.60 crores, this unit located at Alangulam, Virudunagar
District, commenced its commercial production in October 1981. Capacity of the plant is 36000
tonnes of Asbestos sheets per annum. It produces corrugated, semi - corrugated and plain sheets
of 1 metre to 3 metres length with a standard width of 1.05 metres and thickness of 6 mm. The
range includes plain sheets and accessories.

This unit gives a direct employment to 255 people and indirect employment to 700 people.
ARASU Brand AC sheet has earned reputation in the market and is supplied to Tamilnadu,
Kerala, Pondicherry and part of Karnataka .
STRUCTURE OF MARKETING DEPARTMENT
STRUCTURE OF MARKETING DEPARTMENT:

MARKETING STRUCTURE:

Arasu Asbestos cement Sheet materials are marketed in Tamilnadu and Kerala through
net work of stockists. Size of Asbestos Cement Sheet sizes range from 1 M to 3 M. Standard
sizes are classified 2 M, 2.5 M and 3 M.
Apart from this, plain sheets are produced and marketed. Various sizes of accessories are
also available with us which are produced on special orders.

"Arasu" Asbestos Sheet has a good name in the market for its quality and there is
increase in demand towards use of "Arasu" Asbestos Sheet by the general public. This is due to
the reason that good quality is made available at an affordable price.

Commercial production in this unit was commenced during october 1979. Set up with a
capital outlay of Rs.29 crores and a rated capacity of 5 lakhs tonnes per annum of cement, this
unit provides direct employment 734 people and indirect emploment to 1500 people.

With the best limestone deposit available it is able to produce the high quality cement of
various grades and supplies to Government Deparments and Public. Wide appreciations have
been received from various quarters for its ARASU brand cement being marketed in Tamilnadu
and Kerala
MARKETING OPERATIONS:

Marketing Manager

DM(MKG)/AM (MKG)

Marketing Executive

Distributors

Sales mans
FUNCTIONS OF THE MARKETING DEPARTMENT:
MARKETING STRATEGY:

Initially Regional Office used to receive the orders from PO, DRDA or PanchayatUnion or Even
from Field officers of that area and then the Regional Office is communicating the matter
indicating Qty, amount paid and date of requirement through fax letter.

Based on the Advice of Regional Office , we used to enter the same in the register. After taking
the output from computers the orders are being distributors among the available 21 authorized
transport contractors. They have been engaged exclusively for moving cement from ariyalur unit
to various destinations. The orders are distributed on equity distribution system.

Marketing Activities :

Tamilnadu Cements Corporation Limited, a State Government undertaking, is manufacturing

high quality Arasu Brand cement of PPC, OPC 43 Grade and OPC 53 Grade as per B.I.S. in
their two factories. The cement manufactured by TANCEM is being used both by Government
Departments and general public besides private entrepreneurs. A number of Government
buildings such as Collectorates, TNHB Towers, Shopping complexes, Bridges, Power plants,
etc. have been constructed using "Arasu Cement" exclusively.

"ARASU SUPER STAR" is the most liked and reputed brand among public.

Some of the important constructions where Arasu cement was used.

1. Anna Fly Over, Chennai. (Constructed during 1973)

2. TNHB Shopping Complex, Anna Nagar, Chennai.
3. TNHB Tower Block, Taylor's Road, Chennai.
4. Napier's Bridge Extension, Chennai.
5. North Chennai Thermal Power Plant, Ennore.
6. Thalamuthu Natarajan Buildings, Chennai.
7. Number of new buildings for various collectorates like Thiruvannamalai,
Dindigul, Vellore and Villupuram.
8. Vellore Court, TANCEM supplies cement to Government Departments and also
to General public through its Stockists' network. TANCEM markets cement and
Asbestos Cement Sheet not only in Tamil Nadu but also to Kerala and
Karnataka.

Plants - Cement Plants :

Alangulam Cement Works \

 Located at Ariyalur District, Commercial production was commenced in 1970-71 with a
capital outlay of Rs. 6.66 crores. With the rated capacity of 4 lakh tonnes per annum, this unit
provides direct employment to 787 people and indirect employment to 2000 people.

The Unit manufactures and markets ARASU brand 43 Grade OPC/PPC Cements in Tamilnadu
and Kerala. Major consumption is by Government Departments for their construction activities
such as Bridges, Dams, High raised Multistorey Buildings etc. It has a wide network of stockists
both in Tamilnadu and Kerala. Modernisation of plant is on.

Portland Pozzalana Cement (PPC), Ordinary Portland Cement (OPC) [43 Grade] are
manufactured at this unit.

Ariyalur Cement Works :

Commercial production in this unit was commenced during october 1979. Set up with a
capital outlay of Rs.29 crores and a rated capacity of 5 lakhs tonnes per annum of cement, this
unit provides direct employment 734 people and indirect emploment to 1500 people.

With the best limestone deposit available it is able to produce the high quality cement of
various grades and supplies to Government Deparments and Public. Wide appreciations have
been received from various quarters for its ARASU brand cement being marketed in Tamilnadu
and Kerala.

Stoneware Pipes Plant :

 This plant established at Vridhachalaam, Cuddalore District during 1962 at a capital cost
of Rs.12.90 lakhs was taken over by TANCEM from TACEL during 1989. With additional
investment the total capital cost comes to Rs. 124.60 lakhs. Continuous Chamber Kiln was put
up during 1994 with a view to expand its Capacity to 600 MTs per month and reduce the cost of
production. This unit provides direct employment to 72 people and indirect employment to 100
people.

This product is manufactured and marketed both to Government Sector and Public. This
is used mainly for Drainage purpose. Chennai Metropoliton Water supply and Severage Board is
the major consumer.

Products – asbestos sheet :

Main Range:

Length :1 metre to 3 metre corrugated sheets

Breadth :1.05 metre standard

Thickness :6mm

Plain sheet :

Standard sizes : 8' x 4'

: 6' x 4' etc.

Accessories :
  Serrated Adjustable ridges (AR10)
 North Light Curve AR9
 Ridge Final AR11 etc

Products - Cement

Classification by type :

1. O.P.C
2. P.P.C -

Classification by grade :

1. O.P.C : 43, 53
2. P.P.C : Arasu Super Star

PROMOTION :

Promotion a key element ingredient in marketing campaigns consists of diverse collection of

intensive tools. Sales promotion and incentive schemes are mostly short term and designed to
stimulate quicker or greater purchase of particular product or services by consumer on the trade.
The various sales promotion methods adopted by the company are:-

1. Advertisement through television, newspaper, hording, wall painting, calendar etc.

2. Dealers and retailers meet and training programme.
3. Architect and engineer meet.

4. Incentives schemes to dealers like cash discount, quantity discount, annual discount,

target setting, loyalty discount, annual visits to tourist places, annual gifts.
5. Dealer’s relationship programme like best seller award and other award programs.
6. Company visits to dealer’s shop.

TECHNICAL CONSUMER SERVICE CELL :

Backed up with a dedicated team of highly skilled professional and experienced application
Engineers, the cell functions in an advisory capacity. Besides handling their constructional
problems the cell offers all kind of assistance and guidance in the selection of the right cement
for different application to ensure cost-effective, durable and safe construction.

PRICING:

Price is one of the important elements of marketing mixture. Various factors affecting
pricing policy of company are:-

1. Competitor’s price- competitor polices affects Birla pricing strategies and needed to

be continuously watched.

2. Market positioning-a company can earn more profit if position of their product is

good. Birla also consider brand positioning of various brands.

3. Godown stock- godown stock, market demand and supply also affect the pricing

strategies.

4. Transportation cost- company continuously trying to reduce the cost by transporting right
quantity through most suitable mode of transportation.

5. Brand image-brand image plays important role in pricing policy.

PRODUCT PLANNING, DEVELOPMENT & MANAGEMENT:

5.3 PRICING STRATEGY:
ARASU CEMENT PRICE AS ON 01-AUG-2009

FOR GOVERNMENT SUPPLIES IN TAMILNADU.

DETAILS PRICE PER BAG

CATEGORY
1. DRDA 43 GRADE OPC (FOR
(DISTRICT RURAL AT SITE -INCLUDING
Rs.200/-
DEVELOPMENT UNLOADING
AGENCIES) CHARGES)
2. TNEB 53 GRADE OPC
(TAMILNADU (FOR AT SITE -
Rs.235/-
ELECTRICITY BOARD) INCLUDING
UNLOADING
CHARGES)
43 GRADE OPC
(EX-WORKS -
3.OTHER GOVERNMENT Rs.210/-
TRANSPORT AND
DEPT.
UNLOADING CHARGES
EXTRA)
CONCLUSION
CONCLUSION:

The company has its main objective in production of cement and cement based
products and primarily caters to the needs of Government departments. study the
effectiveness of whole sale marketing among customers. study the difference of
opinion of whole sales received and responded by customers of various brand. find
out what kind of whole sales are often used by the customers. find out the influence
of whole sale marketing features on the effectiveness of whole sale marketing.
Through this study we can analyze how much effective is the whole sale marketing
among the customers. It helps in knowing the important features of whole sale
marketing that creates awareness about the product that is marketed. analyze how
many customers has made use of the whole sale marketing services.
REFRENCE
WWW. GOOGLE.COM

C.ARULCHANDRAN

ASSISTANT MARKETING MANAGER

TAMILNADU CEMENTS CORPORATION

ARIYALUR