S

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O
D
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CEMENT – PRODUCT HISTORY

CEMENT INDUSTRY

1. BHARATI CEMENT COMPANIES LTD

2. FIRM PROFILE (SRI SHABAREESH

AGENCIES)

SURVEY FINDINGS

SUGGESTIONS AND CONCLUSION

Annexure

o Questionnaire

o Bibliography

1
 CHAPTER – 1
INTRODUCTION
Introduction
Aims and objective
Scope of the study
Methodology
Limitations

CHAPTER – 2
CEMENT – PRODUCT HISTORY
Introduction
Portland cement
Use of Portland cement
Product history
Production of cement
Modern process of manufacturing cement
The modern process
Types of cement available
Storage of cement
CHAPTER-3
CEMENT INDUSTRY
Cementing construction sector
Coal requirements
Transportation

CHAPTER – 4
The Bharathi Cement Company Profile

CHAPTER – 5
FIRM PROFILE
(SRI SHABAREESH AGENCIES)

Cement dealers in Shimoga

Marketing and policies of the firm
Marketing problems

CHAPTER – 6
SURVEY FINDINGS
Introduction
Meaning of survey
Objectives of the survey
Limitations of the survey
Analysis of the survey

2
 Consumer survey findings

CHAPTER – 7
SUGGESTIONS AND CONCLUSION
Suggestions
Conclusion

Annexure
Questionnaire
Bibliography

“CONSUMERS ATTITUDE TOWARDS Bharathi CEMENTS”, A case study

of SRI SHABAREESH AGENCIES, Shimoga

3
 CHAPTER – 1

INTRODUCTION

AIMS AND
OBJECTIVE

SCOPE OF THE
STUDY

METHODOLOGY

LIMITATIONS

INTRODUCTION

4
 CHAPTER – 1

INTRODUCTION

Indian Marketing Environment is largely described as

sellers market. We have chronic shortages and scarcities
particularly in convenience goods. Demand is invariably
greater than supply. Purchase power do masses is limited
more than 30% of our population have income below poverty
line bulk of our population resides in villages and marketers
have yet to capitalize rural marketing opportunities. The
consumers are ignorant, illiterate, unorganized and hence
they have weak bargaining power. Most of our business
enterprises are still having selling concept, which is product
oriented marketing approach. Bigger business houses
having national markets are adopting integrated corporate
planning and market planning as well as strategic market
programmes.

Marketing Research and information as well as strategic

marketing planning have very limited scope at present. A
change is taking place in the marketing environment at a
reasonable speed and many consumer oriented marketing
companies are beginning to realize the pressure of
competition and buyer’s market.

But the transaction to marketing orientation is a long

and difficult process. Marketing research has a bright future
in the feature of matured economy.

5
 Marketers are caked upon to anticipate changes in the
marketing environment involving opportunities risks and
uncertainties. They are regained to forecast the direction
and intensity of there future change plant to meet
anticipated changes in the environment and secure favorable
relationship with the changing environment. To do there
intelligent planning marketers need information. Accurate
sales forecasting involves collection and processing of
information. We can have more accurate and reliable sales
forecast, marketing plans and programmes through
organized information system. We should have profitable
marketing activities, minimum risks and uncertainties.

This project report offers detailed regarding marketing

of Cement in general and marketing performance and
marketing share of Bharathi cement. It also deals with a
case study of SRI SHABAREESH AGENCIES, SHIMOGA,
reference have been made to marketing of other Cements
also so as to bring out comparative cements.

In the modern world Cement has gained so much

recognition that no building is built without Cement. It is
deemed to be the best and only construction material at
present. Even though cement is used by almost every man
he does not know much about it.
This project report attempts to bring about details
regarding history, manufacturing process, types of cement

6
 available, problems in marketing if cement and other details
regarding cement. Efforts have also been made to get the
opinion of dealers regarding marketing and other aspects of
Cement etc., and consumer’s opinion regarding Bharathi
Cement.

Attempts have also been made to assess the marketing

performance of SRI SHABAREESH AGENCIES and certain
suggestions have also been given for improvement of
marketing strategy by adopting suitable marketing
programmes.

AIMS AND OBJECTIVE

1. To know about the process of manufacturing cement.

2. To know about the raw materials used in the process.

3. To analyze the sales performance of Bharathi cement in

General.

4. To analyze the sales performance of Cement by SRI

Shabareesh Agencies.

5. To assess marketing strategy adopted by SRI

Shabareesh Agencies.

6. To analyze the general problems in marketing of

cements and specific problems confronted by Sri
Shabareesh Agencies.

7
 7. To know consumer preference towards various brands
of cement especially towards Bharathi Cement.

8. To give specific suggestions for improvement pf

marketing strategy of Sri Shabareesh Agencies.

SCOPE OF THE STUDY

The scope of this report is restricted to the study of

consumer preference and Dealers opinion regarding
marketing of Bharathi Cement in Shimoga City.

This report includes the efforts that have been taken up

by the Bharathi cement Companies Limited to improve the
quality and sales and also the efforts that have been taken
up by Sri Shabareesh Agencies” to increase the sales of
Bharathi cement in Shimoga city.

METHODOLOGY

The Method adopted to conduct this study may be

classified into 2 types. The information has been gathered
through two sources.

1. Primary data.
2. Secondary data.

The primary data has been collected through personal

interview and by observation. It has been collected directly
from the Firm Proprietor’s information are collected by
observational methods. Sources of Secondary data like News

8
 papers, Magazines, Books, Internet helped a lot in preparing
this case study.

LIMITATIONS

Since Cement is used only in the process of

construction. It is rather difficult to get respondent
everywhere. It is also difficult to known the opinion of
respondences each and every one will have qualitative
knowledge about Cement.

There are channel of respondent issues being this

chance whether it may be a wrong or right this; may create a
bias in response. However it has been avoided as for as
possible.

The scope of study reconfirmed to shimoga only. The

reference has been drawn with the help of opinion of both
consumer’s and dealers of Shimoga town. There may be
channel of inference becoming unsuitable in, such marketing
environments which have completely a different set up of
marketing friend’s.

As Cement is a product confirmed to person who are

involved in the process of construction. It is very difficult to
get information for every one.

Even though it is difficult all attempts as have been

made and necessary precisions have been taken to award
bias and get answer to make the report a relative one.

9
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CHAPTER – 2

CEMENT – PRODUCT HISTORY

INTRODUCTION
PORTLAND CEMENT

USE OF PORTLAND CEMENT

PRODUCT HISTORY

PRODUCTION OF CEMENT

MODERN PROCESS OF MANUFACTURING CEMENT

THE MODERN PROCESS

TYPES OF CEMENT AVAILABLE

STORAGE OF CEMENT

10
 CHAPTER – 2

CEMENT – PRODUCT HISTORY

INTRODUCTION [Origin of the word Cement]

The word “CEMENT” is from the Swan “to cut” and

originally had reference to store cuttings used in lime mortar.
Then it is logical that in to middle age of the substances
known as “MORTAR” which is now used to the word was
commonly called as “CEMENT”. In correct modern age,
cement generally mean the substances which binds the
stones or bricks with which are built and term may be used
with respect to any materials serving such a purpose.

PORTLAND CEMENT

Port land Cement is a finely ground powder, usually

grey which when mixed with water hardens and develops
strength primarily because of a large content of hydrous
calcium Silicates. There and other constitutes react
chemically with the water by hydration and hydrolysis. The
most common raw materials are lime stone and clay or shell.
It is produced by burning at high temperature materials
containing lime, alumina, iron and silica in predetermined
proportion to given the desired and properties.

11
 Normally, Gypsum or its derivatives are added during
grinding stage for set control. Portland cements with special
properties are produced by varying the oxide composition
and also by adding small amounts of chemicals agents at the
clinker grinding stage or later. When mixed with water alone
to form hard mass. Early investigators advanced divergent
theories as to why Portland cement forms a rigid strong
coherent mass when it reacts with water. It has since been
established that a colloidal of high internal surface area is
formed. Whatever the extent of direct chemical continuity, it
is apparent that the large internal surface forces may also be
involved.

USE OF PORTLAND CEMENT

A mixture of cement and water is called neat cement

paste, whether fresh or hardens. In some grunting
operations, including oil well cementing, the paste is used as
such. Generally however, it constitute two hardening
ingredient in mortar or concrete. This use of sand and stone
filler called aggregate is an economy and also reduces
shrinkage. Another use Portland cement is in soil cement
mixtures used as pavement base. Portland cement is also
mixed with asbestos fiber and water and processed to make
special products. Like organize plastics it derives much of its
utility from the fact that it is readily cost or molded into
shape. Concrete is used, extensively for shielding against
nuclear radiation. It is used around reactor and partial

12
 accelerators and for construction of radiation shelters.
Sometimes special, heavy aggregates are used to reduce
required thickness.

PRODUCT HISTORY

The origin of cement dates back to the earlier

centuries. The first people to use the materials for binding
were the Egyptians. The Egyptians used impure Gypsum
plaster as mortar in constructing the famous pyramids once
of the seven wonders of the world. Greeks used slacked lime
for the purposes of construction. The Roman learned the use
or the utility of the binding materials from Egyptians and
Greeks. The Romans and Greek made a pozzolanic mortar
by mixing finely ground volcanic material with lime. The
word “Pozzoland” is derived from the word “pozzuoli”, name
of a place in Italy.

The Romans used powdered pottery fragments as

possalana or binding materials. The pozzolanic cements as
they were called were made by mixing the volcanic stuff and
powdered pottery fragments with lime and water. This
mixture was found to have the resistance needed for
exposing to water and air for a long times. At that time there
were the only mixture or cement as thus are called were
suitable for any type of exposure. Such cements are used to
constructing the famous structures as the Roman Pantheon
and coliseum.

13
 The middle ages the quality of mortar declined. It was
commonly a sand-mortar lime mixture. The decline in the
quality of the mortar was the insufficient burning of lime.

It was in the 17th century that the actual compositions

by cement began to get its shape. In 1756 when John
Smeaton was commissioned to rebuild the Eddy stone light
house off the Cornwall port, in England.

At that time lime pozzalana was the only recognized

material for under water construction. But he was not
satisfied with the mixture semitone. Experimented with lime
and he found that clay constituted a considerable part of
lime. He is thus credited as the first person to find the
constituents of the hydraulic lime.

In 1796 James parker of England, patented a hard

burned impure lime. He used it as the binding material. It
did not slake (absorb water and crumble) when it was
exposed to water or air. He called it as the “Roman
Cement”. But this type if cements required as they were in
the form of crystals. This cement was the basis on which the
“National Cement” as it was called was produced in the
1820’s. But the only difference was the Natural Cement was
the mixture of hard burned impure lime and cement rock. A
type of rock which was available in U.S.A. thus the
foundation for the cement Industry was laid.

14
 In 1824, a process of making cement was patented by
Joseph Apsdin in England. He named the cement as Portland
cement. This was because the cement products had the
resemblance of the Portland in England Apsdin, so confirmed
the name to the cement. Modern cement in logical and
scientific development from natural cement.

PRODUCTION OF CEMENT

Methods of production of cement have changed greatly

over the years. It has changed so much that there old
process has no connection with the modern process. Earlier,
the fire which was used to burn the raw materials was done
in a fixed place i.e., it was stationer; it could not be moved or
rotated. After a few years intermittently operated kilns were
used. The production was done on a small scale. The kilns
which were used for burning underwent great changes. The
most notable was the introduction of the rotary kilns. In
1877 T.R. Crompton obtained a British patent as a rotary kiln
for the purpose was not a success. Fredrick Ransance
obtained British and U>S> patents in 1885 and 1886
respectively.

This was the process that achieved the 1st success in

the United States. Thi9s eventually led to complete adoption
of rotary kiln for production of cement. But in Europe the
continuously operating staff kiln is even used today.

15
MODERN PROCESS OF MANUFACTURING CEMENT

PREVIOUS PROCESS:

Cement is a finely ground powder, usually grey which

when mixed with water hardens and develop-s strength
primarily because of large content of a hydrous calcium
silicates. The most common raw material is lime stone and
clay or share. The raw mix in finely ground and heated to
about 1500 degree celcious to decompose the calcium oxide
poultry fused clinker of marble size is produce the clinker is
then ground with the small amount of calcium sulphate
(gypsum). Then the content was obtained.

This was the type of manufacturing process which was

in use in the earlier days.

THE MODERN PROCESS

The modern manufacturing process of cement is of two
type.

1. Dry process.
2. Wet process.

16
FLOW DIAGRAM SHOWING MIXING OF RAW
MATERIALS

DRY PROCESS

AGRELLACEOUS
CALCAREOUS MATERIALS

(LIME STONE ETC) MATERIALS (CLAY ETC)

CRUSHING CRUSHING

FUSE GRINDING IN BALL FUSE GRINDING IN VALL

MILLS AND TUBE MILLS MILLS AND TUBE MILLS

STORAGE STORAGE

MIXING OF RAW MATERIALS

IN CORRCT PROPORTION

STORAGE TANK

17
18
 WET PROCESS
AGRILLACEOUS
CALCAREOUS MATERIALS MATERIALS
(LIM (CLAY ETC)
E
STO
NE
ETC)
O
S

CRUS
HING
WASH
ING C

STORAGE IN
SIDE SILOS
STORAGE IN
BASINS

CHANN

GRINDI
NG
MILL

FERMENTATI
19
 STORAGE TANK

The mixing of raw materials involves four stages. They

are

a. Size reduction.
b. Blending.
c. Liberating Carbon-di-oxide.
d. Pulverizations.

The procedures are the phases are almost identical in

both the process.

The phases are step that are involved in the

manufacturing process is

a. Mixing of raw materials

b. Burning.
c. Grinding.

TYPES OF CEMENT AVAILABLE

Till a few years back in India only ordinary Portland

cement was produced. But they were not ideal for extreme
weather in certain part of the country. Also this cement did
give good outlook if not pointed therefore the manufacturers
come to know about these factors and have manufacture
different types.

20
 The list of cement is given here.
1. White cement
2. Color cement.
3. Water proof.
4. Acid Proof
5. Blast furnace.
6. High Alumina Cement
7. Ordinary Portland Cement
8. Expanding Cement
9. Pozzolana Cement.
10. Quick Setting Cement
11. Rapid Hardening Cement.

STORAGE OF CEMENT

Cement should be stored very care fully. That is in

huge closed containers that is silos. It is stored in closed
placed to avoid contact with atmosphere. This so because if
it gets mixed with the moisture in the atmosphere. It
becomes useless. It can also be stored in storage shed.

Cement was previously packed in gunny bags. But by

the time it reached actual consumer half it would have been
split over. This was compounded sealing problem. The bags
were sealed with threads. But was not so strong. But after
the polythene or Plastic bags came into scene the loss has
been curtained. It has become easy for transportation. The

21
 bags are sealed with the help of machine. Hence major
problem of storing and transporting has been averted.

HOW IS CEMENT USED?

A mixture of cement and water is called heat cement

paste, whether fresh or hardened. In some granting
operations, so including oil well cementing. The paste used
as such generally; however, it constitutes the hardening
ingredient in mortar or concrete. This Cement paste
ordinarily amounts from 20% to 35% of the volume of the
concrete.

22
 CHAPTER-3

CEMENT INDUSTRY

CEMENTING CONSTRUCTION SECTOR

COAL REQUIREMENTS

TRANSPORTATION
23
 CHAPTER-3

CEMENT INDUSTRY

CEMENTING CONSTRUCTION SECTOR:

Cement is the basis material required for all

constructional works. It is vital ingredient to the countries
development.

India’s Cement Industry has experience steady

progress. Since its inception in 1914. The output of the
major and mini cement plants has increased from 57.6
million tons in 2001-02. The out put of cement may be high
at 68 million tons in 2002-03. India is the fifth largest
cement production after China, Russia, Japan and U.S.A.
With the turnover of Rupees 120 billion comprising 52
companies with 101 plants.

The cement industry in India is poised to scale new

heights thanks to the liberalization policies of the
Government adoption of state of the art Technology and the
massive investment of rupees 100 billion. By the year 2010
A.D. capacity of this Industry to reach the impressive level of
120 million tons.

24
 India is presently producing several varieties of
cement. These includes to ordinary Portland Cement(OPC),
Portland Pozzalana cement (PPC), Portland Blast furnace slag
cement (PBFS), Rapid setting cement , oil well cement and
white cement. India is also producing high strength cement
like 43 grades and 53 grades. Low heat cement is produce
for the massive construction of Dames, Barrages, Deep
foundation for high rise building etc.

The domestic demand is assumed to grow at 8% per

annum. The cement capacity which was 62.05 million ton’s
in 1992-93 rise to 84.03 million ton in 2000-01. Around 7.85
million tons large cement capacity was proposed to add
during 2006-07 of which 5.50 million ton was to be
operational in 2008-09 and the remaining 2.35 million ton
would be operational; in 2008-09. Cement consumption may
reach a level of 92.65 million tons by 2010.

Mini cement plants were setup at the governments

insistence during the early 1980’s due to the storage of
cement. India has been one of the pioneering countries as
for as mini cement plant sprouted up around restricted and
scattered limestone deposit areas. Because of low
overheads and excise duty, the cement manufactured by
mini plant is much cheaper. Mini plant enjoy concession in
excise duty to the extent of rupees 7.50 per bag. However,

25
 these plants depend upon traditional technology leading to
poor quality of cement.

Cement Machinery segment is witnessing a boom.

Segment is capable of manufacturing and supplying
complete cement plants based on the dry process and pre-
calcinations technology for capacities upto 5000 tons per
day. There are 18 units in the organized sector for the
manufacture of complete cement plant with total installed
capacity worth rupees 2000 million per annum. The total
production rise from rupees 1900 million in 2000-01 to
rupees 2250 million in 2001-02.

Inspite of some problem, the cement industry is at

present well pleading. It looks 14 years to double the
capacity to 29 million tons in 1998. Since then upto the end
of March 2000, it had gone upto 96.5 million tons and
increase of 140 %. Like wise in 1999-2000 consumption has
gone up by 6% after 1% fall in previous year of course,
government consumption has down from 50% in the early
1980’s to about 20%.

The Cement has great future however certain measures

as needed to setup the space of growth of cement industry.
There is need for accelerating the building of concrete road
and multi purpose hydro project. The storage of dwelling
units is currently at 35 million. Construction of houses
should priority area.

26
 Currently India exporting cement to Bangladesh,
Srilanka, Nepal, U.A.E., Maldives, Philippines, Yemen, Dubai,
Qatar, and of few other countries.

The international cement rate is mostly in bulk for

which, India has virtually no facilities either in the cement or
in the transportation and handling.

The infrastructural facility in our ports are inadequate

for receipts, storage, handling, loading and unloading of
cements for instance Japan loads over 10,000 tons of cement
clinker a day as compared to India’s 3,000 ton a day.

COAL REQUIREMENTS:

The availability and movement of coal has been of

perennial problem of the cement industry. 90% of the coal
deposits are located in four states in Bihar, Orissa, West
Bengal, and Madhya Pradesh. Also burning Madhya Pradesh
none of the other states have any sizable lime stones
deposit. This coal has to be handled or very long distance.

Coal requirement by the industry today stands at 13

million tons at the 6% of the coal production. Cement
manufacturer are left the mercy of traders in coal who
charge exorbitant prices. The coal requirements may go
upto 21 million tons in 2006-07 and 25 million tons by 2010.

27
 Transportation whether by rail, road or sea plays a
crucial role in the marketing and pricing of cement.
Transportation cost has gone up by over 100% during the
last 10 years. The bright for movement of cement for a
distance of 750 km was increased from rupees 134 per ton in
May 1982 to rupees 456 in April 2001. This was further
stepped upto rupees 484 by the railway budget for 2006-07.

According to cement manufacturing association (CMA)

on investment of rupees 500.00 million will be needed by the
industry in the next 10 years in order to double its capacity,
if it is to meet the countries demand on other rupees
150.000 million would be required for expansion and
modernization.

The cement industry has taken rapid strides in area like

energy conservation, mining, cement manufact5urer and
environment protection, thanks to efforts made by the nation
council for cement and building material (NCBM) and other
research organization.

As a result of large scale modernization and technology

up gradation, the industry is able to produce Cement at High
quality comparable to the best in the world. During the last
two decades the industry did experienced some
technological changes.

This includes;
1. Introduction of pre-calcinations technology.

28
 2. Computer controlled kiln operation.
3. Pre blending of lime stone / coal and
4. Online quality control system.

The technological changes have resulted in reduction in

the overage energy consumption. The excise and
transportation of cement need to be pruned particularly in
the present context of liberalization and also the need for
boosting exports. In respect of vital in put like cement and
any undue cost escalation needs to be checked.

TRANSPORTATION

The cost of transportation and distribution constitutes a

large chunk of the price the customer pays for cement - it
can be as much as 30% at many locations in the country.
For a low value basic product like cement, minimizing of
transportation and distribution is in national interest to make
the economy more cost competitive.

Today nearly 60% of cement of production units to

supply points is transported by road and rest by rail. For
long distance movement of cement, rail is still the preferred
option due to its lower cost. Nearly all the cement from
supply points to customer is transported by road. The cost
competitiveness of both rail and road transport has
important bearing on the price of cement. Railways have
been steadily losing cement traffic due to the inflexibility of

29
 freight and the operational; restrictions imposed on the
customer. The recent improvements of operational
efficiencies of railways is indeed laudable but if this is
achieved by passing on the entire burden to its customers,
We fear that the cost competitiveness of railways will
worsened in a long run - at least for a large volume low price
product like cement. Railways must examine all secondary
incurred by cement producer in transportation of cement
from rail heads if the cost competitiveness of rail movement
is to be improved. Railway should also consider allowing
cement producer to operate point-to-point rakes, with
multiple unloading points.

Road transportation during the last years was adversely

effected due to sharp and repeated increase in the price of
diesel. Taking advantages of the effective caring capacity of
trucks, road transporter were offering competitive freight
rate by carrying mare than stipulated loads. However the
enforcement of carrying load restriction in the recent past in
many states has seriously disrupted road transport system in
the country. Freight has shot up with the demand for a
higher number of vehicles for the same impact on the
cement industry will ever more severe. Also pollution and
traffic will increase if the same volume is transported by
large number of vehicle.

It is apparent that motor Vehicles produced in the

country have the capacity to carry large loans per axle than

30
 is currently stipulated, with out compromising safety. It will
in the national interest to consider upward revision of the
present stipulated permissible loads per axle is that the
existing stock of vehicles is more productively used. This will
also meet the needs of the cement industry which one of the
largest used of road transport. Indian railway has revised
upward the effective capacity of their wagons; a similar
move is called for in respect of road transport to tie over the
looming crisis.

31
 CHAPTER – 4

The Bharathi Cement Company Limited

32
 CHAPTER – 4

The Bharathi Cement Corporation Limited

Bharathi Cement Corporation Limited Founded by the

promoters of Sakshi Telugu Daily & Sakshi TV,
Bharathi Cement Corporation Limited produces
superior quality cement which helps you to set new
standards in construction. Driving this venture is a
dynamic team led by Sri Y.S. Jagan Mohan Reddy and senior

Founder professionals
with vast experience in power, cement and infrastructure.

Mission Statement

To partner our customers in building the best, by delivering

superior
quality cement that’s produced with best-in-class technology. To
grow by
building lasting relationships with business associates and contribute
to the
well-being of society.

Directors

HARISH C KAMARTHY

Mr. Harish C. Kamarthy, an Engineer in Electronics &

Communications, has over 17 Years of Managerial,
Operations & Administrative Experience and has served
in Cement, Automobile, Infrastructure & Power
Industries.
33
 He served as a Chief Executive Officer in Someswara
Cements &
Chemicals from 1991-1994. He has also been a Chief Executive and
Director in MG Brothers Ltd, reputed dealers of Telco, Ban Auto &

Volvo India Ltd.

He has been instrumental in setting up a Tech Park and executing other

infrastructure projects in Bangalore.

He is at present the Executive Director of Bharathi Cement Corporation

Ltd and is on the Board of Sandur Power Company Ltd., Himurja Infra
Private Ltd & Jagati Publications Ltd.

M RAVINDER REDDY

Mr. M. Ravinder Reddy, B.Com (Hons.) from Osmania University and an

MBA (Mktg.) from Berhampur University has diverse work experience in
Cement Industry over 22 years.

As a Chief Manager (Marketing) worked with Priya Cement

(Priyadarshini cements Limited) presently known as Rain Commodities
Ltd, launched HDPE packing by replacing Jute packing, created brands
for various grade like grade, OPC 43 grade, OPC 53 grade and SRPC,
introduced paper bag packing in Tamil Nadu and Kerala markets.

As Asst. Vice President (Marketing), worked with Bagalkot Cement,

Karnataka (Kanoria Industries Limited) and achieved 100% capacity
utilization which as a record.

As Vice President (Marketing), worked with Penna Cement (Penna Cement

Industries Limited), established Penna Brand in South Indian markets in the
year 1996. In 10 years time the capacity of the plant of 0.40 MT was

34
 increased to 5.00 MT per annum. He was also an achiever by
successfully
launching and establishing Slag Cement in South India with premium price.

He is a Director in Bharathi Cement Corporation Limited from

September 2008 onwards.

G BALAJI

Mr. G Balaji is a Fellow member of the Institute of Chartered Accountants of

India and a Cost & Management Accountant having over 20 Years
Experience in the fields of Finance, Accounts, Treasury, Management
Accounting, Audit, Taxation & Administration.

He has wide exposure across the major sectors of Manufacture &

Service, Viz., Textiles, Engineering, Chemicals, Multi-Media &
Automotive, Event Management, ITES, etc.

Has specialized knowledge in Special Economic zones, EOUs &

Management Consultancy.

All through his Career, he has been go-getter and achiever of the tasks
and contributed immensely in the field of Costing, Accounting,
Finance & Treasury wherever he has worked.

He has also had overseas exposure in Australia and has to his credit
the graduation course wherein he has qualified in the Australian Tax
laws and Corporate laws.

At present he is Director- Finance in Bharathi Cement Corporation Ltd.

 ASHISH ROY CHOUDHURY

Mr.Ashish Roy Choudhury, has completed B.Sc (Engineering) and an MBA

from Indian Institute of Management, Bangalore with 33 years of rich
experience out of which 23 years in Cement Industry.

Worked as Head in reputed Cement Companies like ACC, Zuari etc.,

at various places across the country, controlling Cement plants
ranging from 1.20 Million Tons to 4.50 Million Tons and also
executed erection & commissioning of two Nos. of large Cement

Plants in India.

Currently, he is Heading Technical & Production facilities at BCCL as

Director – Technical.

J J REDDY

Mr. J.J.Reddy, a post graduate in M.Sc (Agr), is associated with the Sakshi
group for more than a decade.

He has over 11 Years of Managerial & Administrative Experience. He was

instrumental in setting up and successfully commissioning 3 Hydel Power
Projects in Karnataka & AP

36
 Amogha Power Projects Pvt ltd, 1.5 MW mini hydel plant

Saraswati Power & Industries a 2 MW mini hydel plant

Sandur Power Company Limited a 37.5 MW plant

His exceptional project execution skills have been put to use very
successfully in establishing the Bharathi Cement plant. Presently he is
project- in charge of Himurja Infra Pvt Ltd, wherein a 480 MW Hydel

project is being proposed to be set-up in Sikkim.

He is at present on the Board of Bharathi Cement Corporation Ltd, Sandur

Power Company Ltd.,Himurja Infra Private Ltd, Saraswati Power &
Industries Pvt Ltd & Jagati Publications Ltd.

37
STRENGTH

STATE OF THE ART PLANT

Ultramodern Plant

Bharathi cement corporation Limited has set up most modern cement plant
with state of the art technology at Nallalingayapalli, Kamalapuram mandal,
Kadapa district of Andhra pradesh.

This area is known for its superior quality Narzi lime stone deposits ,
possessing high lime content that gives high early strength and ultimate
long term strength. Another characteristic feature of this lime stone is low
alkali, magnesia and low chloride contents which are highly desirable
parameters for concrete durability.

The state of the art technology adopted at the plant consists of Vertical Roller
mill of LOESCHE, Germany for grinding of cement to achieve the optimum
fineness, and controlled particle size distribution of cement particles

GERMAN TECHNOLOGY

The Bharathi Cement plant has the most advanced Vertical Roller Mill (Type
63.3) from LOESCHE, Germany. This mill has a capacity of producing 360
tons per hour and is equipped with a 6,700 KW gear box.
The mill is designed to produce a range of high quality cements such as
Ordinary Portland Cement (OPC), Portland Pozzolona Cement
(PPC),Pozzolona Slag Cement (PSC) and Ground slag at varying fineness. It
has a rated capacity of 360tph OPC at 3000 Blaine and 300tph of ground slag
at 4000 Blaine

38
 Homogenized mining
Online process control
Exclusive R&D facility for continuous product improvement

VRM Cement mill-The largest in the world

Loesche vertical roller mills are the most efficient mills in the world and
achieve very high throughputs. They are extremely maintenance friendly.
Service tasks can be carried out quickly. Downtimes are reduced to a

minimum.
The Loesche grinding principle combines a horizontal grinding table with
large tapered roller under hydropneumatic loading- the best possible
compromise between output and wear. The product quality can be enhanced
by altering the classifier speed. All Loesche mills can be started with
grinding rollers raised. Metal to metal contact between grinding parts does
not occur. Their quiet, smooth operation is appreciated.

39
In Bharathi Cement the most advanced vertical roller mill from Loesche,
Germany has been commissioned. The mill has a capacity of producing 360
MT/hour and is equipped with 6,700 Kw gearbox. The mill is designed to
produce a range of high quality cements such as Ordinary Portland Cement,
Portland Pozzolana Cement, Portland Slag cement and ground slag at
varying fineness. It has a rated capacity of 360 tph opc at 3000 Blaine and
300 tph of Ground slag at 4000 Blaine. The high flexibility of the system
enables to produce cements of 6 different types from the same mill.

Switching from one product to other can be done with in minutes.

The great flexibility of Loesche mills:

A 6 roller mill can be operated as a 4 roller mill with a capacity of around
80%. A 4 roller mill can be operated as a 2 roller mill with a capacity of
60%.
The VRM technology offers several benefits over ball mill technology. With
VRM technology faster initial and final setting times are achieved. This is
evident from Bharathi Cement initial setting time of 130±30 minutes when
compared to that of 250±30 minutes of competitor brands. The final setting

40
 times of ours are 250±30 minutes where as for competitor it is
320±30
minutes.
It is obvious that lesser setting time would lead to high early strength
development, and quick removal of formwork is possible in construction
when good construction practices are followed.
The early setting times and the rapid strength gain makes Bharathi cement
ideal for

Residential, Commercial and industrial structures

Bridges, Dams
Prestressed concrete works
Slipform concreting
PQC works
Concrete blocks, electric poles, paver blocks etc.
All other RCC works where early deshuttering of formwork is
necessary

41
 ROBOTIC LABS

QCX/RoboLab

A typical QCX/RoboLab configuration consists of a standard industrial robot

placed in the centre of a circular arrangement
of sample preparation and analytical
equipment. Samples normally arrive
automatically from the connected automatic
sample transport system, but may also be
entered via operator sample conveyors or
special input/output magazines.

QCX/RoboLab offers a very high flexibility in terms of the number and

types of equipment handled by the robot.
Supported, fully automated preparation &
analysis disciplines relevant to the cement
industry include powder or fused bead
preparation for X-ray analysis, particle
sizing by laser or by conventional sieving,
colour analysis, Carbon/Sulphur/Moisture combustion analysis, physical
testing and collection of shift/daily composites. For the typical cement lab
project a throughput capacity of 10-20 samples will apply; but higher

numbers in one robot cell are achievable.

The QCX computer integrates the system components. It identifies incoming

samples, downloads the relevant sample-handling specification and controls

42
 all intelligent devices in the configuration. Sequence control includes
priority
handling, intelligent handling of equipment failure situations and much more.

QCX/RoboLab (and QCX/AutoPrep) provides high quality in sample

preparation and analysis. Quality not only meets the performance of 'the very
best lab technician', but is highly consistent over time. Thus, there are no
fluctuations from shift to shift in analytical levels due to small differences in
the practical procedures undertaken by human operators.
Sampling No.of samples per
S.No Sampling

material Frequency day

1 Lime Stone Every 30 minutes 48
2 Raw Mill Every Hour 24

3 Kiln Feed Every Hour 24

4 Clinker Every Hour 24

5 Cement(Grinding) Every Hour 24

6 Cement(Packing) Every Hour 24

7 Coal Every 2 Hours 12

180

QCX/RoboLab, general features

Sample receipt

Identification & registration

Sample splitting & dosing
Individual sample preparation recipes
Priority management
Alternative routing in failure situations
43
 Integrated control & dynamic supervision of
o Sample transport PLC
o Robot
o Prep equipment
o Analysis instruments

FLSA experiences with robot automation :

mature technology;
industrial robots have very high availability
client dedication
proper & detailed design is mandatory
robotics equipment prices fall
too high expectations for labor cost savings
pay-back time :
o 1 to 3 years achievable
o Can be difficult to justify solely on manpower savings
o Difficult to put value on higher & consistent quality
unbalanced technologies : often too high client emphasis on sublime
technology in the laboratory, while sampling quality is neglected

QCX(Quality Control through x-ray)/ Robo Lab

Sampling is done at different stages like

Lime Stone Crusher sample

Raw Mill sample
C.F.silo sample
Kiln feed sample
Clinker sample

44
 Ground cement sample
Despatch cement sample

Time Required for one sample analysis - Just 20 Seconds

General Quality Assurance measures:

Virgin Lime stone deposits (Narzi lime stone) Known for their
excellent compressive strength
Thorough Checking of all incoming raw materials as per the set
standards and rejection of sub standard material if any
Modern Cement plant with Proven German Technology
World's largest vertical roller mill for cement grinding
QCX/ Robo lab for automatic sampling and accurate testing
Tamper proof packing

TAMPER-PROOF PACKING

When cement bags are dumped on the ground, the impact causes cement to
spill out of the bag. This causes considerable loss, considering that some
projects require thousands of bags, but you incur no such loss with Bharathi
Cement.

Bharathi Cement is packed in fully imported, tamper-proof PP laminated

bags, which do not allow the minutest of cement particles to spill. This
ensures accurate weight and also eliminates any possibility of pilferage. This
technique of packaging is also eco-friendly.

The cement religiously processed and produced is packed in specially

designed imported polypropylene bags which are dust proof and tamper

45
 proof. This special package ensures full quantity(i.e. 50Kg
net) cement in
every bag and chances of adulteration are totally
eliminated.

Strength
High tensile strength is the result of a tape
stretching process, which give monoaxial
orientation to polypropylene molecular chain.

Due to woven structure and lamination, sack

has more tear resistance compare toother
packaging.
Ordinary cement bags can be easily
tampered, adulterated and restitched.

Moisture Resistant:

Manufactured from laminated fabric, the sack is water-resistant and

keeps its strength when in contact with water.
Sack provides better resistance to humid condition as compared to
kraft paper sack.

Environment Friendly:

Sack is made of polypropylene which is environment friendly

degradable thermoplastic material.
When incinerated or put to waste it does not pollute air, soil or water
with toxic residues.
Empty sack it recycled and can be used for producing new Sacks.
46
 Bharathi Cement is packed in imported, tamper-proof, PP laminated
bags. There's no chance for any pilferage or adulteration.

47
 Easy Handling:

Sack is required with valve that

facilitates easy filling
and self closing operation.
Brick shape of sack facilitates easy handling,
compact
storage, and efficient transportation.

Hermetical sealing instead of pasting or stitching:

Weak assembling methods based on stitching

operations or sensitive and degrading
adhesives have been avoided in production of
the sack. Instead of this heat welding/
hermetical sealing is used to assemble the sack.

Special Printing:

High tech special printing, I.e. non fading,

resistance to water/ moisture and high
temperature makes the packaging attractive to
the customer.
48
PRODUCTS

Requirements as Bharathi
Competitors
OPC 53 GRADE per cement
values
IS12269-1987 values
Fi a2t2li5er 325
ne m
(meitnhod
ne A
) utoc1lave
ss (%) 0.03
(sq S1e0tm
ting

m/ tmime 150
(max
kg I)nitia2l60
) (0m
.8in)
So Finaaxl
(m
Properties
a)Physical un ()max)

dn

ess 30
minu
(m
tes
m) 600
Le minu
ch tes
280 1.5 0.05 270
49
330
Compr
20 16
essive

Strengt

(MPa)
1 day
3 n2)7 39 32
2387days49 45

d (5m
3 in) 70 60
a

(
m

i
 b) Chemical
0.9 0.88
1) Lime saturation factor 0.8-1.02
20).66 1.23 1.23
A(mlin) 0.25 1
u4m 1.1 1.23
i(nmaax)

M
6

o(m
d ax)

ulu

3)

Ins

olu

ble

res
idu

(%

)
4)

Ma

gn
esi

(%

5S)ulc 3 1.5
(max
ph
)
uri
1.95 1.5 0. 48±2
anhydri 01
4 (max) 0.8
deSO3 Durable 7. 2765±5
(%) concrete
6) Loss
on 0.1 0.002
Eco
(max) 7 no
ignition
(%) mic
27±2 con
7) cret
27±2 e
Alkalies 65±5 mix
65±5 des
8) ign 50
s
Chlorid

e (%)
Lo
9) C3A w
per
Content cen
tag
10)
es
Temper of
alk
ature alie
s,
during chl
Testing ori
11) des,
ma
Humidit gne
sia
y (%) and
free
lim
Advant e
lea
ages
ds
to
the
product
ion of
durable
Spe concret
edy e.
con
stru
ctio
n
OPC 43 GRADE

Requirements as Bharathi
Competitors
per cement
values
IS 8112-1989 values
Fi a2t2li5e(r 325
ne meinth)od
ne Autoc1lave
ss (1% ) 0.03
0m
(sq Smetting
(max
m/ t)ime 150
kg I0n.8itia2l60
) ((mianx)

So F
) inal
Properties
a) Physical un (max)

dn 30
minu
ess
tes
(m 600
m) minu
Le tes
ch
280 1.5 0.05 280 51

340
Compr
17 14
essive

strengt

(MPa)

1 day
3 n2)3 35 30
2383days45 40

d (4m
3 in) 63 51
a

i
 b) Chemical
0.9 0.8
1) Lime saturation factor 0.6-1.02
2) u0r.i6c6 1.23

Al a(m
nhiynd0r.i2d5e
um S)O3 1
(%)
ina 3
6)Los1s.5on
M (max
ignitio0n.8
od )
(%)
ulu 6
7)Alk0a.l0ie0s2
s (max
8) 7
3)I )
Chloride
ns 27±2
3
(%)
olu (max65±5
9) C3A
ble )
Content
res 5
10)Temper
idu (max
ature
)
e
during
(% Testing

) 101.1)Humidi
(max
4) t)y (%)

Ma

gn
27P±P2LICA
A
esi
TIONS:
65±5
a
(%

5)
Sul

ph
1.24 0.6
2.3 27±2
1.5 0.02
1.5 65±5
1.02

All types of R.C.C.works

Residential and commercial
complexes
Industrial structures
Bridges, dams, irrigation
works
For highways, runways etc.

52
 PSC

Bharathi Portland Slag cement is manufactured by inter grinding high quality

clinker with carefully selected, good quality slag purchased from major steel plants
and using high quality gypsum.

Hydration of blended cement:

Ordinary Portland Cement + water ----- C-S-H GEL+ Ca(OH)2 (Alkali)

This alkali is a byproduct in any OPC hydration process amounting to 25% of total
gel formation.
This is like a weak link in strong chain. Sulphates and chlorides present in water,
soil or surrounding atmosphere attacks this alkali causing deterioration of concrete.

Secondary gel formation in Portland Slag cement:

Slag by itself is cementitious in nature and undergoes hydration in presence of

alkali resulting C-S-H gel formation

As a result of this secondary gel formation pore refinement takes place and the
concrete becomes more impermeable to sulphate and chloride attacks leading to the
durability of concrete structures.

53
 Requirements as Bharathi
Competitors
Properties per cement
values
a) Physical IS 455-1989 values
Fi g22ti5me350

ne Initial(mi

nes n1)0m 1
m 0m
Final( .0a3
s
(max
(sq x) )

m/ 0.8 160
kg) (max 250

So )

un

dn 30
minu
ess
tes
(m 600
m) minu
Le tes
cha
tlie

me
tho
d
Au
toc
lav
e
(%
)

Set

tin
290 340 37 60 0.3 2.4 3.3 0.02
1.5 1.08
0.05 280 Sul 1.62 2.87 T 27p±2 27±2 27±2
dem
Compr phu eurra6tu5r±5 65±5 65±5
33 25
essive r ein
Testi
strengt Trio
ngg
h xide Humi
(MPa) (SO dity
3 days 3) (%)
(min) 3
16 (ma

x)
7 i2n2) 44 Appli
Su d1u.5e (%
0.2
)
b3)3 65 cation
(max
lp Magne0s.7ia5 s
d Chemic )
hi (%) 1
a a5l 0.3
4 hloride 54
y (max) de C 0.002
Loss on (max
s Su (%)
ignition )
lp
(%) 6
he
( (max
r
m )
(
i 0.1
%
n (max
by
) )
m
2 as
s)
8
In
d
so
a
lu
y
bl
s
e

re
(
si
m
 Mass concrete works
Marine works
Residential and commercial high rise buildings
Industrial structures
Suitable for wide range of applications as a
substitute for OPC

Technical Support
MOBILE CONSTRUCTION ADVISOR
At Bharathi we believe in total customer satisfaction. Bharathi cement offers
laboratory testing facilities of concrete at your door step. Your concrete is tested
under standard laboratory conditions and
test certificates are issued. The services
of experienced civil engineers can be
availed.

Constructor Mobile van

Facilities offered

Demonstrations, Tips on good construction practices, informative lectures

and onsite video presentations
Onsite training for masons and site supervisors
Advice on concrete mix proportion
Testing of fresh and hardened concrete ensuring its superior quality
NDT(Non Destructive Testing) facilities

Good Construction Practices

Congratulations on your new home!
We are happy for you. A dream you’ve cherished for very long will soon come
alive. To help you realize it without any compromises we offer you our expertise.

At Bharathi Cement, we are obsessed with quality. From the first stage to the last,
our cement is tested at every stage. Using the world renowned Narzi limestone we
produce cement that has higher strength, low manganese and low alkalies.

Today, we bring the same expertise and commitment to quality, as we offer you the
following suggestions to make a beautiful home.

55
 CHAPTER – 5
FIRM PROFILE
(SRI SHABAREESH AGENCIES)

CEMENT DEALERS IN SHIMOGA

MARKETING AND POLICIES OF THE FIRM

MARKETING PROBLEMS

56
 CHAPTER – 5
FIRM PROFILE
“SRI SHABAREESH AGENCIES” was opened in 1985. It
is situated on balraj urs road for being more convenient to
interact with transports. Mr. C.P. SUNDAR RAJ, is the
MANAGING PARTNER of SRI SHABAREESH AGENCIES, he is a
young man aged 48, S/O C.V. Puttanna shetty. His
Qualification is P.U.C. His native is Arsikere – Hassan District
Karnataka. He migrated to shimoga in 1985. He Knows
English, Kannada, Hindi, Tamil and Telugu language.

Mr. C.P. Sundar Raj has 30 years experience in trading

activities. He started business in 1976 as a small shopkeeper
at Arsikere taluk. After 2 years of experience he started
wholesale business also in the age of 20th he moved to north
India for purchase of Hardware in wholesale and retail
market. He started his business in and around Arsikere
covering about 150 km in radius.
In 1985 he got separated from his family and came and
settled down in shimoga with the small cash in hand started in
9-9-1985 He had his own circle of friends and relatives and
improved the business royally good competing with local
market.
He made his name to be at the top of the town. He
mainly dealing with constructions steel equipments and
cement in the name style of Sri Karthik Hardwares. First it
was situated in 3rd cross, Garden area and after one year he
shifted for his own premises situated at Durgigudi, main

57
 road. He was dealing with number of brands of cement with
quality, such as.
1. ACC
2. BAGALKOT
3. DIOMOND
4. RAASHI
5. CORAMANDAL etc.,

After a long successful carrier in business. Bharathi

recognizes him from being a good seller in 1990 and
appointed him as C&F agent (clearing and forwarding agent).

Bharathiording to the saying of Mr. Sunder raj, “a

dealer may not be a highly qualified but highly sensitive to
assess the customer and his requirements the best service
possible given will be recognize”.

“Any convinced customer will be a free advertiser”. He

explains also he had well experience with co-traders,
Engineers, Financiers, Contractors and even with Politicians,
no body can guess the business at any time may get affected
with any of the agency said above.

And as C&F agent he has got 9 staff members in the Office,

and 80 Hamals at the godown, and 100 at the Railway station, and
he has owned by 20 Lorries for clearing the Cement.

58
 CAPITAL STRUCTURE
At that time the initial capital of the firm was 5, 00,000.
The firm started this by taking Loans from Vysya bank
shimoga. It includes the cost of Furniture, advance of
building, lighting arrangements etc., the firm involves in
dealing with cement products according to the customer
behavior with reference to various brands of the products.

CEMENT DEALERS IN SHIMOGA

AUTHORISED DEALER:
1. Ganesh steels.
2. K.S. Narayana setty and sons.
3. Salamath Enterprises.
4. Sri Veerabhadreshwara traders.
5. Hampee virupaksha traders.
6. Chowthy traders.
7. Anand trading company
8. Sagar traders.
9. Banashankary traders.
10. Sri Venkateshwara traders.
11. Nutan agencies.
12. U.K.S. Sitaram Acharya.
13. Sri Gurukaribasaveswara Traders.

59
 Table No-1
Table showing the number of dealers in some districts
who have dealing with Shabareesh agencies as C&F agents.
They are shown by percentage.
No. Of dealers
Districts 29
South canara
12
Udupi
20
Shimoga
17
Chikmagalore
10
Hassan

From the above table Sri Shabareesh agencies have

dealing with dealers in some districts. Among 5 districts
South canara has 37% of large number of dealers, shimoga
and Udupi has 16% of dealers respectively, and
Chickmagalore has 17% dealers and Hassan has small
number dealers by 10%.
MARKETING AND POLICIES OF THE FIRM
Modern market is consumer oriented market.
Consumer is the king of the market begins with consumer
needs and ends with consumer satisfaction. Such market is
conditioned by two set of factors. Controllable and
uncontrollable factors. Controllable factors are those factors
which are with in the hold of the firm. The success of the
product depends upon these factors.

1. Product Mix policy

2. Price Mix policy

60
 3. Promotional Policy
4. Distribution Policy

1. PRODUCT MIX POLICY:

Shabareesh agencies are promoting their business as

C&F agents of M/s Bharathi company Ltd with dealing with
cement. The firm deals with cement according the order
given by the dealers. As the product which the firm is
dealing is exclusively under the category of cement.

2. PRICE MIX POLCY

Pricing is the most important marketing mix policy. It has

strategic importance as pricing is marketing weapon. It required
by the firm to undertake a good pricing policy because
it is an important factor which influences the customer

in purchasing of product.
Shabareesh agencies are exclusively C&F agents for
M/s Bharathi Ltd and they act according to the norms of the
firm by pricing, collection, service documentation, reporting,
and acknowledgements etc.

3. PROMOTIONAL MIX POLICY

M/S The Bharathi Ltd has adopted several promotional
activities to move forward the cement product in market. It
has undertaken advertising of the product through broad
advertisement. The company has adopted broad advertising
because it acts as an effective sales man. The other
measures through which the company has taken to
popularity,

61
 Its name is,

a) News paper advertisement

b) Calendar
c) Cable advertisement.

4. DISTRIBUTION MIX POLICY

Distribution means transfer of the product from C&F
agents to dealers to final consumer. Shabareesh agency
supplies goods directly to the consumer or contractor. The
company directly deals with the final consumer and some
time takes the help of middleman like contractors or Home
builders.
MARKETING PROBLEMS
M/S The Bharathi Ltd directly involves in
marketing problem and looks in to the depth of all the
fallowing problems.
1. Competitive market.
2. Price fluctuation
3. Consumer awareness
4. product advertisement
5. Location of the Firm
6. Size of the firm.

62
 CHAPTER – 6

SURVEY FINDINGS

INTRODUCTION

MEANING OF SURVEY

OBJECTIVES OF THE SURVEY

LIMITATIONS OF THE SURVEY

ANALYSIS OF THE SURVEY

CONSUMER SURVEY FINDINGS

63
 CHAPTER – 6

SURVEY FINDINGS
Today the consumer is the king of
INTRODUCTION:
the market.
Consumer is the only judge, the reputation or otherwise
of a
product is entirely dependent upon his attitude towards
the
product so his satisfaction should be ultimate motto of
the
producer and the marketer. Consumer’s interest should
be
taking into co-ordination while taking marketing
decision. It
is through consumer satisfaction only the
producers and
marketers can improve their sales profit.

Many opinion will come when survey is

made for
preference, improvements etc., of the product,
but the
opinion of the consumer is important.
This report gives an analysis of opinion collected
from
the customer regarding marketing of cement
especially
BHARATHI cement as against other brand.

MEANING OF SURVEY
Survey means going into department of
 respondent and
collecting his inner
expression for the purpose
of knowing his
attitude about which the
survey is conducted.

Customer faced

problems while

dealing with the

Bharathi cement. There
fore to study to their
problems,
Questionnaire was
prepared and given to
the selected
customer. The selecting of
customer is made on the
basis of

64
 sampling method and to those4 selected customer are given
the format of questionnaire and are requested to fill it on
return to us.

I have conducted a survey about 100 customers. Who

have their dealing with Bharathi cements in Shabareesh
agencies?

OBJECTIVES OF THE SURVEY

1. To know the general opinion of the customers about the
BHARATHI cements.
2. To know the opinion of the customers about the
customer service rendered by agencies.
3. To know the effectiveness of the service provided by
the Shabareesh agencies in comparison with other
dealers.
4. To know whether the service provided by the agency is
satisfactory or not.
5. To know whether the service provided by the Bharathi
is improving in the recent years.

LIMITATIONS OF THE SURVEY

1. 100 number of respondents contacted.
2. Lack of prompt reply given by the customer or more
precisely biased reply given by the customer.
3. Hesitation among the customer to freely express their
views.

65
 4. Lack of awareness among the customer about the
procedure carried out by the bank.
5. Indefinite and vague problems and suggestion provide
by the customer etc.,

ANALYSIS OF THE SURVEY

The analysis of the survey was done by dividing the
total respondents into different categories are on the basis of
income and occupation.

During the time of surveying the customer was not

clear about their demand nor they had clear comprehension
of their problems and definite in their suggestion for the
solving the problem. However the following problems were
found out at the time of the survey, and the same was to
Bharathi authorities. The Bharathi authorities were enough
to give answer to those problems faced by the customers.

CONSUMER SURVEY FINDINGS:

The total number of respondents interviewed had used
cement fully and it was observed that the Bharathi cement
was quite well known in the city.

66
 Table No-1

Table showing the Distribution of cement consumer

interviewed in different areas in Shimoga district.
No. Of Percentage
Regions respondents
25 25%
Shimoga 30 30%
Thirtahalli 20 20%
Bhadravathi 14 14%
Soraba 10 10%
Sagar 5 5%
Hosanagara 100 100%
Total

From the above table it is clear that major number if

respondents contacted from Thirtahalli and minimum from
Hosanagara.

Graph showing the Distribution of cement consumer

interviewed in different areas in Shimoga district
Hosanagara
Sagar 5% Shimoga
10% 24%

Soraba
13%

Bhadravathi
19% Thirtahal i
29%

67
 Table No-2
Table showing the distribution of cement consumer
according to brand and area interviewed.
NUMBER OF Bharathi INDIAN Grashim OTHERS
REGION
CONSUMERS CEMENTS

Shimoga 38 10 3 8 2
Bhadravathi 25 5 1 7 1
Sagara 20 6 2 2 -
Hosanagara 17 3 2 2 -

The table gives maximum details regarding the

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

68
 Graph showing the distribution of cement consumer
Bharathiording to brand and area interviewed
NUMBER OF A.C.C INDIAN CEMENTS Grashim OTHERS
CONSUMERS

40

35

30

25

20
69
15

10

0
 Table No-3

Table showing the distribution of respondents under Income

groups.
NUMBER OF PERCENTAGE
INCOME GROUP
RESPONDENTS
P/M
26 26%
Below 10,000
32 32%
10,000-15,000
24 24%
15,000-25,000
18 18%
Above 25,000
100 100%
Total

Out of the 100 respondents contacted 32% of them

from 10,000-15,000 which constitute the largest portion of
the respondents and the lowest group is of the income group
above 25,000 which is of 18% only.

70
 Graph showing the distribution of respondents under
Income groups.

32
35

30 26
24

25

18
20

15

10

0 Below 10,000 10,000-15,000 15,000-25,000 Above 25,000

71
 Table No-4

Table showing consumer’s opinion about the Bharathi

cement in Shimoga as per their Occupation

BUSIN % SALA % PRO % OTH % TOTAL

OPINION
ESS RIED FES RS
MAN EMPL SION
OYES

BETTER 10 24 8 29 7 28 4 66 29
GOOD 13 32 9 32 11 44 1 17 34
SATISFACTORY 15 36 11 39 6 24 - - 32
NOT GOOD 3 8 - - 1 4 1 17 05

The above table shows that the classification of respondents

according to their occupation and their opinion of the service
towards Bharathi cements.

In the first group 41 respondents are Business man and

among 41 respondents, 10 respondents opinion that the
service provided by the Bharathi ltd is Better, 13
respondent’s opinion is good and majority that is 15
respondents opinion is satisfactory and the last very few that
is 3 respondents opinion is not bad.

In the second group 28 respondents are salaried

Employees. Among 28 respondents majority of respondent
that is 11 opinions is satisfactory, 8 of them is Better and 9
have respond good.

72
 In third group, that is 25 respondents are from
Profession and it shows their opinion about service among 25
respondents 7 have respond Excellent, 11 have respond
good and only 1 responded Not bad.

In fourth group, that is 6 have responded who are

Engaged in some other occupations, among 6 respondents 4
responds that the service is Better, only 1 responded have
good opinion and another responded also have good opinion.

73
 TABLE NO-5

Table showing the respondents using Bharathi cements as

per their occupations.
Uses Business Salaried Professio Others Total
Man employees n 10 42
8
Used 11 13
Not used
10 15 58
21 12
18 25 100
Total 32 25

Above table show that out of 100 respondents 42

respondents were used Bharathi cements and 58 have not
used it. Out of 42 respondents 11 were from Business man,
13 from salaried employees, 8 from Profession and 10 from
other Occupations.
Among 58 Respondents who were not used Bharathi
cements, among them 21 from Business mans, 12 from other
occupations.

74
Graph showing the respondents using Bharathi cements
as per their occupations

25

21
20
15
15 13
12
11
10 10
10 8

00 0
0
Uses Business Salaried Profession Others
employees
 Table No-6

Table showing the distribution of cement consumers

according to their occupations.
Brands Business Salaried Profession Others Total
man employees
Bharati 12 10 14 8 44
Indian
Cement 8 6 8 5 27
Grashim 6 8 4 7 25
Others 10 4 6 9 29
TOTAL 36 28 32 29 100

The above table show that the first occupation group

i.e, Business mans are using 36 in that, 12 respondents are
using Bharathi, 8 were Indian Cements, 6 were Raashi and
10 were other Cements.
In second group i.e, 28 respondents are salaried
employees. Among them 10 were using Bharathi, 6 were
using Indian cements, 8 were using Grashim and 4
respondents using other cements respectively.

In third occupation, 32 respondents are using cements,

among them 14 respondents using Bharathi, 8 respondents
using Indian cements, 4 were using Raashi and other
respondents are using other cements.
In fourth occupation i.e, 29 respondents are using
Cements, among them 8 were using Bharathi, 5 were using
Indian cements, 7 respondents were using Raashi and other
respondents were using other cements respectively.

76
 Graph showing the distribution of cement consumers
according to their occupations
B
Acc Indian Cement Grashim Others

h
a
r
a
ti
Business man Salaried employees Profession
Others

14

12

10

0 77
 Table No 7

Table showing the opinion of the consumers about Bharathi

cements from the following aspects.

Good Satisfactor Not Total

Aspects Better
y bad

Quality 14 8 16 5 43
Price 8 6 8 7 29
Demand 8 10 11 4 35
Total 28 22 35 15 100

According to the above table the consumer’s opinions

about Bharathi is very good. In the first aspect Quality 43
respondents were responds very well. 14 responds better, 8
responds good, 16 responds satisfactory and 5 responds Not
bad respectively.

In the second aspects Price is also in very good

condition. Among 29 respondents 8 responds better, 6
responds good, 8 responds satisfactory and 7 respondents
respond not bad.

In the third aspect demand is also in very good

condition. Among 35 respondents 8 responds Better, 10
responds Good and 11 responds satisfaction and 4 members
responds not bad.

78
Graph showing the opinion of the consumers about Bharathi cements
from the following aspects

Not bad
12%
Better
33%

Satisfactory
36%
Good
19%

79
 Table No-8

The table showing the consumers purchased cements from

different dealers in shimoga.
Number of Percentage
Dealers in Shimoga consumers
36 36%
Sri Ganesh Steels
20 20%
K.S. Narayana settee &
28 28%
sons
16 16%
Salamath enterprises
Sagar traders
100 100%
Total

From the above table 36 respondents were purchase

cements in Ganesh steels, 20 respondents were purchase
cement in KS.N. & sons, 28 respondents were purchase
cements in Salamath Enterprises and 16 respondents were
purchase in Sagar traders out of 100 respondents.

80
 Table No-9

Table showing the consumers are come to know about

Shabareesh agencies from different aspects they are shown
below.
Number of respondents Percentage
Aspects
26 28.26%
Friends
38 41.30%
Advertisement
18 19.56%
Dealers
10 10.86%
Contractors 92 100%
Total

From the above table consumers do purchase cement

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

38
40

35

30 26

25

18
20

15
10

10

0 Friends Advertisement Contractors

Dealers

82
 Table No-10

Table showing the factors which have influenced the

consumers to buy Bharathi cements they are shown in the
table.
Number of Percentage
Factors
respondents
24 24%
Price
12 12%
Brand Image
42 42%
Quality
22 22%
Door Delivery
100 100%
Total

Above table showing that the factors influenced the

consumers to buy Bharathi cements by some important
factors, they are 24% in Price factor, 12% in Brand Image,
42% in Quality of the product, and 22% were influenced by
the service provided by the Company.

83
 Graph showing the factors which have influenced the
consumers to buy Bharathi cements they are shown in the
table

Price
Door Delivery 24%
22%

Brand Image
12%

Quality
42%

84
 SUMMARY OF OBSERVATION

In the present world the human being as a consumer

should have the knowledge of every product he uses. This is
because he should not become an easy pray for the seller
trap.

From this sample it was found that few respondents do

not know much about cement. They said that they do as
their contractor or Engineers say. But majority of them said
they purchased on their own.

According to the dealer, they said that it is its first or

craze that was driving people to buy popular brand cement.
It is said that previously people use to OK just for the cement
they were not bothered about the brand. But in the present
market the consumer consider the price preference.

It was also found that a few respondent of poor families

said that they wanted to build their houses with cement, but
due to high pricing of cement and which is going on
increasing they had to give up. We can also infer that
Bharathi cement has got a good scope for marketing in
shimoga.

85
 In shimoga, there are many cement dealers of almost
all the brands in the market. But the major brands of cement
according to the consumer are,

1. ACC
2. RAASHI
3. DIOMAND
4. BAGALKOT.
In Shimoga Bharathi is the first Cement sold in terms of
quality.

Thus Bharathi cement has got a good reputation and a

good place in the shimoga market. The number of dealers
for Bharathi cement is more than dealers for any other
cement in Shimoga.

This shows that Bharathi cement has got a great

demand in the Shimoga’s market.

86
 CHAPTER – 7

SUGGESTIONS AND CONCLUSION

SUGGESTIONS

CONCLUSION

87
 SUGGESTIONS AND CONCLUSION

SUGGESTIONS

Bharathi cement company, sales officer visit the dealer

regularly that is once in every month.
Bharathi cement company should give credit facility to its
dealers.
Bharathi cement company should pay much attention
towards warehousing and transportation facilities.

Bharathi cement has earned a good name in the

market. It should maintain and improve the same its price is
high than the other cements. Some types consumers
observe only price of the product in this regard BHARATHI
fails to participate in the cement market so product price will
be maintain and economic level.

A Sri Shabareesh agency has appointed As C & F agents

for their good selling performance. So these agencies
should maintain their good performance in selling of
Bharathi cements.
Sri Shabareesh should provide conveying service activities
to dealers.
Sri shabareesh agencies should adopted different media
of advertising in shimoga city in addition to the effort of
the manufacturer.

88
 The prospective customer should be given promotional
benefit. There fore promotional efforts are to be taken in
effect continuously so that as prospective customer will
develop a linking towards the product.
Sri Shabareesh agencies should have sufficient vehicle to
deliver the cement bag to the dealers who comes from
outside villages.
Sri Shabareesh Agencies should give regular Service.

CONCLUSION

The finding of the survey is enough proof to show that

Bharathi cements ranks high in quality, composition etc., It
is observed that Bharathi cement has a maintained better
product image among the person who have used it and are
using it. The company has also vast network of
salesmanship no doubt these things will have a long way in
improving not only product image but also the corporate
image. But in competitive field one should not satisfy
himself with present performance. In order to maintain
higher competitive efficiency there should be continuous
product planning and market improvement.

Bharathi cement producer and their dealers in shimoga

city may consider the preference analysis in the report and
suggestions given in the report for achieving higher
standards of marketing performance in the future.

89
 Annexure

Questionnaire
Bibliography

90
 CONSUMER QUESTIONNAIRES

I am a student PRABATH INSTITUTE OF BUSINESS MANAGEMENT,

Shimoga studying in final year M.B.A. As apart of my course, I have selected
“Marketing of Bharathi Cements” A case study of Shabareesh agencies, Raghu
Sir , kindly fill it up the questionnaire and give
suggestion for the study. The information supplied by you will be kept
conditional and will be used for only academic purposes

Your Sincerely
S.M.Farook

1. Name :

2. Address :

3. Occupation :

4. Annual Income:

a) Below 10,000 [ ] b) 10,000-15,000 [ ]

c) 15,000-25,000 [ ] d) Above 25,000 [ ]

91
 5. Have you ever purchase cement?
a) Yes [ ] b) No [ ]
6. Which brand of cement do you purchase?
a) Bharati cement [ ] b) Indian Cement [ ]
c) Raashi [ ] d) Others [ ]

7. If you purchase Bharati Cement what is your opinion?

1. Quality
a) Better [ ] c) Satisfactory [ ]
b) Good [ ] d) Not ba [ ]
2. Price
a) High [ ] c) Satisfactory [ ]
b) Low [ ] d) Not bad [ ]
3. Demand
a) Bette [ ] c) Satisfactory [ ]
b) Good [ ] d) Not bad [ ]
8. Where do you purchase cement?
a) Shabareesh agencies [ ]
b) K.S.Narayana settee & sons [ ]
c) Salamath Enterprises [ ]
d) Sagar Traders [ ]
9. If you purchase in Shabareesh agencies, how do you come
to know about the Shabareesh agencies?
a) Friends [ ] c) Advertisement [ ]
b) Dealers [ ] d) Contractors [ ]

92
 10. What are the factors which have influenced to buy
Bharathi cement?
a) Price [ ] c) Brand Image [ ]
b) Quality [ ] d) Door Delivery [ ]
11. Do you get any facilities?
a) Yes [ ] b) No [ ]

12. What is your opinion about regarding the regularity

supply from Sri Shabareesh agencies
a) Regular [ ] b) Irregular [ ]
c) Not bad [ ]
13. Will you recommend Bharathi cements to others?
a) Yes [ ] b) No [ ]

14. Are you satisfied with the service offered by the dealers?
a) Yes [ ] b) No [ ]
15. Any suggestions:
--------------------

Date:
Place: Signature

93
BIBLIOGRAPHY
 By: Sherleker
Marketing Management

By: Philep Kottler

Marketing Management

By: B.S Raman

Marketing and Salesmanship

Business Line
News papers
Times of India

www.google.com
www.bharathiindia.com

94