Zuari Cements Anji

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CHAPTER - I

INTRODUCTION

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INTRODUCTION

The competition is hitting up in the market place with more and more players

vying for the same set of customers. These companies are competing with each other for

a larger share of the same pie. The scenario is no less with some of the companies in the

cement industry though they have enjoyed a glorious past. Zuari cement limited is one

among them. Zuari cement has within a short time-span made its presence felt in the

cement industry. It has done so by making top quality cement consistently that has won

the confidence and trust of millions in the country.

This story dates back to the time when there were not many regional brands in the

market. As the time elapsed many local brands like Raasi, CCI, Priya cement, KCP,

Maha cement has taken up the considerable market share. Thus with so many choices

available the customer, can defect to a competitor if he feels even slightly to dissatisfied.

Add to this the fact that a dissatisfied customer is likely to share his experiences with

many others, which may eventually cause a considerable damage to the good will and

brand image of the company. In the recent years the brand Zuari also suffers the same,

though it has superior work force, cutting-edge technology, de-centralized quality

assurance teams.

To emerge as a winner in a highly competitive environment, a brand should

incorporate messages that reflect consumers. A brand is more than a product for a

company and for any business to become truly successful, it needs to create positive

brand recognition for its product. The easiest and most fruitful way to think of a brand

image is as an IMAGE that the consumers remember. Hence a brand name and brand

image of the product plays a vital role for any firm to position it in the minds of the

customers. We are fortunate to take part in this project to know the position of the brand

Zuari in the customers mind and determine the setbacks that it suffered in the market and

analyze the same.

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NEED OF THE STUDY

In the current scenario, there is heavy competition in the cement industry.

Zuari cement is one of the major companies in the cement industry facing cut-throat

competition.

Unless we tell them, we cant sell them, which means that people will not buy

products until they become aware.

A S T U D Y O N B R A N D I M A G E O F Z U A R I C E M E N T S

Will help in studying the awareness of zuari cement in the market when

comparing to other brands, which enables to analyze sales of the company in the view

of competition. A careful and thorough study of the different factors enables the company

to withstand to the changing situations of the environment and suggests suitable strategies

to the company.

OBJECTIVES OF THE STUDY

The primary objective of the study is to know the Brand image of ZUARI cement this

comprises of

Consumer awareness level, usage and attitudes towards Zuari cement.

Engineers/Builders and Dealers awareness level, usage and attitudes towards Zuari

cement.

Reasons for preferring or not of Zuari cement.

Position of Zuari cement among the other brands in the minds of customers.

To give suitable suggestions from findings.

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RESEARCH METHODOLOGY

The purpose of conducting research is to know the Brand Image through the

attitude perceptions of the consumers, Engineers and Dealers towards Zuari cement. The

research is based on data collected from the sources.

DATA SOURCES:

Are generally classified into two categories from where the information is gathered

through

1. Primary data

2. Secondary data

PRIMARY DATA

Primary data collection includes both in-depth interview and simple questionnaire.

Data was collected from the Owners (consumers), Dealers and Engineers by way of

preparing questionnaire and gathering information relating to various aspects of the

product through direct interview method.

SECONDARY DATA

Secondary Data is derived from sources like Internet, articles, magazines etc.

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SCOPE OF THE STUDY

In todays globalized scenario Advertising agencies are playing a pivotal role as a

strategic consultant for their clients aiming at branding and building the image for their

products/services, so understanding their clients customers is the basic need for them

which has become a Herculean task

Todays customer has a huge basket of choices of choosing a particular brand of

cement services. His awareness level, past experiences, and perceptions about the product

attributes guide the preference towards a particular service. A product not accepted by the

intended customers is a failed product.

In this context, the study intends to know preferences, awareness level among

different segments (Engineers, Dealers and End-users) and the position of Zuari cement

in the sample.

LIMITATIONS OF THE STUDY

The study was subject to the following limitations:

The questionnaires were administered on a sample of 120 members which

constitutes 50 Consumers, 50 Engineers/Builders and 20 Dealers, which was

sufficient to analyze the attitude and perceptions of the mentioned above, which is

one of the major limitations of the study.

There was lack of access to the owners of the house, in the case of house hold

category (especially in the office hours) and most of the times it was their better

halves who had to interact and the result of such is incomplete, as they were not

properly involved in the decisions of the construction process.

The owner had to be accessed at his residence only after the office hours or only

on Sundays for unbiased information and it was highly time consuming.

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CHAPTERII

INDUSTRY PROFILE AND

COMPANY PROFILE

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INDUSTRY PROFILE

In the most general sense of the word, cement is a binder, a substance which sets

and hardens independently, and can bind other materials together. The word "cement"traces to the Romans, who used the term "opus caementicium" to describe masonry

which resembled concrete and was made from crushed rock with burnt lime as binder.

The volcanic ash and pulverized brick additives which were added to the burnt lime to

obtain a hydraulic binder were later referred to as cementum, cimentum, cment and

cement. Cements used in construction are characterized as hydraulic or nonhydraulic.

The most important use of cement is the production of mortar and concretethe

bonding of natural or artificial aggregates to form a strong building material which is

durable in the face of normal environmental effects.

Concrete should not be confused with cement because the term cement refers only

to the dry powder substance used to bind the aggregate materials of concrete. Upon the

addition of water and/or additives the cement mixture is referred to as concrete,

especially if aggregates have been added.

History of the origin of cement

It is uncertain where it was first discovered that a combination of hydrated no

hydraulic lime and a pozzolan produces a hydraulic mixture (see also Pozzolanic

reaction), but concrete made from such mixtures was first used on a large scale by Roman

engineers. They used both natural pozzolans (trass or pumice) and artificial pozzolans

(ground brick or pottery) in these concretes.

Many excellent examples of structures made from these concretes are still

standing, notably the huge monolithic dome of the Pantheon in Rome and the massive

Baths of Caracalla.

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He needed a hydraulic mortar that would set and develop some strength in the

twelve hour period between successive high tides. He performed an exhaustive market

research on the available hydraulic limes, visiting their production sites, and noted that

the "hydraulicity" of the lime was directly related to the clay content of the limestonefrom which it was made.

Smeaton was a civil engineer by profession, and took the idea no further.

Apparently unaware of Smeaton's work, the same principle was identified by Louis Vicat

in the first decade of the nineteenth century. Vicat went on to devise a method of

combining chalk and clay into an intimate mixture, and, burning this, produced an

"artificial cement" in 1817.

James Frost working in Britain, produced what he called "British cement" in a

similar manner around the same time, but did not obtain a patent until 1822. In 1824,

Joseph Aspdin patented a similar material, which he called Portland cement, because the

render made from it was in color similar to the prestigious Portland stone.

All the above products could not compete with lime/pozzolan concretes because of

fastsetting (giving insufficient time for placement) and low early strengths (requiring a

delay of many weeks before formwork could be removed).

Hydraulic limes, "natural" cements and "artificial" cements all rely upon their belite

content for strength development. Belite develops strength slowly. Because they were

burned at temperatures below 1250 C, they contained no alite, which is responsible for

early strength in modern cements.

The first cement to consistently contain alite was made by Joseph Aspdin's son

William in the early 1840s. This was what we call today "modern" Portland cement.

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Because of the air of mystery with which William Aspdin surrounded his product,

others (e.g. Vicat and I C Johnson) have claimed precedence in this invention, but recent

analysis of both his concrete and raw cement have shown that William Aspdin's product

made at Northfleet, Kent was a true alitebased cement. However, Aspdin's methods were"ruleofthumb" Vicat is responsible for establishing the chemical basis of these cements,

and Johnson established the importance of sintering the mix in the kiln.

William Aspdin's innovation was counterintuitive for manufacturers of "artificial

cements", because they required more lime in the mix (a problem for his father), because

they required a much higher kiln temperature (and therefore more fuel) and because the

resulting clinker was very hard and rapidly wore down the millstones which were the

only available grinding technology of the time. Manufacturing costs were therefore

considerably higher, but the product set reasonably slowly and developed strength

quickly, thus opening up a market for use in concrete. The use of concrete in construction

grew rapidly from 1850 onwards, and was soon the dominant use for cements. Thus

Portland cement began its predominant role. it is made from water and sand

Types of modern cement

Portland cement

Cement is made by heating limestone (calcium carbonate), with small quantities of

other materials (such as clay) to 1450C in a kiln, in a process known as calcination,

whereby a molecule of carbon dioxide is liberated from the calcium carbonate to form

calcium oxide, or lime, which is then blended with the other materials that have been

included in the mix .

The resulting hard substance, called 'clinker', is then ground with a small amount

ofgypsum into a powder to make 'Ordinary Portland Cement', the most commonly used

type of cement (often referred to as OPC).Portland cement is a basic ingredient of

concrete, mortar and most nonspeciality grout.

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The most common use for Portland cement is in the production of concrete.

Concrete is a composite material consisting ofaggregate (gravel and sand), cement, and

water. As a construction material, concrete can be cast in almost any shape desired, and

once hardened, can become a structural (load bearing) element. Portland cement may begray or white.

Portland cement blends

These are often available as interground mixtures from cement manufacturers, but

similar formulations are often also mixed from the ground components at the concrete

mixing plant.

Portland blast furnace cement

Contains up to 70% ground granulated blast furnace slag, with the rest Portland

clinker and a little gypsum. All compositions produce high ultimate strength, but as slag

content is increased, early strength is reduced, while sulfate resistance increases and heat

evolution diminishes. Used as an economic alternative to Portland sulfateresisting and

lowheat cements.

Portland flyash cement

Contains up to 30% fly ash. The fly ash is pozzolanic, so that ultimate strength is

maintained. Because fly ash addition allows a lower concrete water content, early

strength can also be maintained. Where good quality cheap fly ash is available, this can

be an economic alternative to ordinary Portland cement.

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Portland pozzolan cement

Includes fly ash cement, since fly ash is a pozzolan, but also includes cements

made from other natural or artificial pozzolans. In countries where volcanic ashes are

available (e.g. Italy, Chile, Mexico, the Philippines) these cements are often the most

common form in use.

Portland silica fume cement.

Addition of silica fume can yield exceptionally high strengths, and cements

containing 520% silica fume are occasionally produced. However, silica fume is more

usually added to Portland cement at the concrete mixer

Masonry cements

Used for preparing bricklaying mortars and stuccos, and must not be used in

concrete. They are usually complex proprietary formulations containing Portland clinker

and a number of other ingredients that may include limestone, hydrated lime, air

entertainers, retarders, water proofers and coloring agents. They are formulated to yield

workable mortars that allow rapid and consistent masonry work. Subtle variations of

Masonry cement in the US are Plastic Cements and Stucco Cements. These are designed

to produce controlled bond with masonry blocks.

Expansive cements

Contain, in addition to Portland clinker, expansive clinkers (usually

sulfoaluminate clinkers), and are designed to offset the effects of drying shrinkage that is

normally encountered with hydraulic cements. This allows large floor slabs (up to 60 m

square) to be prepared without contraction joints.

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White blended cements

May be made using white clinker and white supplementary materials such as

highpurity met kaolin.

Colored cements Used for decorative purposes. In some standards, the addition of

pigments to produce "colored Portland cement" is allowed. In other standards (e.g.

ASTM), pigments are not allowed constituents of Portland cement, and colored cements

are sold as "blended hydraulic cements".

Very finely ground cements

Made from mixtures of cement with sand or with slag or other pozzolan type

minerals which are extremely finely ground together. Such cements can have the same

physical characteristics as normal cement but with 50% less cement particularly due to

their increased surface area for the chemical reaction. Even with intensive grinding they

can use up to 50% less energy to fabricate than ordinary Portland cements.

NonPortland hydraulic cements Pozzolanlime cements.

Mixtures of ground pozzolan and lime are the cements used by the Romans, and

are to be found in Roman structures still standing (e.g. the Pantheon in Rome). They

develop strength slowly, but their ultimate strength can be very high. The hydration

products that produce strength are essentially the same as those produced by Portland

cement.

Slaglime cements.

Ground granulated blast furnace slag is not hydraulic on its own, but is "activated"

by addition of alkalis, most economically using lime. They are similar to pozzolan lime

cements in their properties. Only granulated slag (i.e. waterquenched, glassy slag) is

effective as a cement component.

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Supersulfated cements

These contain about 80% ground granulated blast furnace slag, 15% gypsum or

anhydrite and a little Portland clinker or lime as an activator. They produce strength by

formation of ettringite, with strength growth similar to a slow Portland cement. They

exhibit good resistance to aggressive agents, including sulfate.

Calcium aluminate cements

Hydraulic cements made primarily from limestone and bauxite. The active

ingredients are monocalcium aluminate CaAl2O4 (CaO Al2O3 or CA in Cement chemist

notation, CCN) and mayenite Ca12Al14O33 (12 CaO 7 Al2O3 , or C12A7 in CCN).Strength forms by hydration to calcium aluminate hydrates. They are welladapted for use

in refractory (hightemperature resistant) concretes, e.g. for furnace linings.

Calcium sulfoaluminate cements

Made from clinkers that include ye'elimite (Ca4(AlO2)6SO4 or C4A3 in Cement

chemist's notation) as a primary phase. They are used in expansive cements, in ultrahigh

early strength cements, and in "lowenergy" cements. Hydration produces ettringite, and

specialized physical properties (such as expansion or rapid reaction) are obtained by

adjustment of the availability of calcium and sulfate ions.

Their use as a lowenergy alternative to Portland cement has been pioneered in

China, where several million tons per year are produced. Energy requirements are lower

because of the lower kiln temperatures required for reaction, and the lower amount of

limestone (which must be endothermic ally decarbonated) in the mix. In addition, the

lower limestone content and lower fuel consumption leads to a CO 2 emission around half

that associated with Portland clinker. However, SO2 emissions are usually significantly

higher.

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"Natural" Cements correspond to certain cements of the prePortland era,

produced by burningargillaceous limestonesat moderate temperatures. The level of clay

components in the limestone (around 3035%) is such that large amounts of belittle (the

lowearly strength, highlate strength mineral in Portland cement) are formed without theformation of excessive amounts of free lime. As with any natural material, such cements

have highly variable properties.

Geopolymer cements

Made from mixtures of watersoluble alkali metal silicates and aluminosilicate

mineral powders such as fly ash and metakaolin.

The setting of cement

Cement sets when mixed with water by way of a complex series of chemical

reactions still only partly understood. The component constituents slowly crystallise and

the locking together of the crystals gives it strength. Carbon Dioxide is slowly absorbed

to convert the Lime into insoluble calcium carbonate. After the initial setting, immersion

in warm water will speed up setting.

Environmental and social impacts

Cement manufacture causes environmental impacts at all stages of the process.

These include emissions of airborne pollution in the form of dust, gases, noise and

vibration when operating machinery and during blasting in quarries, and damage to

countryside from quarrying. Equipment to reduce dust emissions during quarrying and

manufacture of cement is widely used, and equipment to trap and separate exhaust gases

are coming into increased use. Environmental protection also includes the reintegration of

quarries into the countryside after they have been closed down by returning them to

nature or recultivating them.

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Climate

Cement manufacture contributes greenhouse gases both directly through the

production of carbon dioxide when calcium carbonate is heated, producing lime and

carbon dioxide,[14]

and also indirectly through the use of energy, particularly if the energy

is sourced from fossil fuels. The cement industry produces about 5% of global manmade

CO2 emissions, of which 50% is from the chemical process, and 40% from burning fuel.

The amount of CO2 emitted by the cement industry is nearly 900 kg of CO2 for every

1000 kg of cement produced. One alternative, in certain applications, lime mortar,

reabsorbs the CO2 chemically released in its manufacture, and has a lower energy

requirement in production. Newly developed cement types from Novacem and

Ecocement can absorb carbon dioxide from ambient air during hardening.

Fuels and raw materials

A cement plant consumes 3 to 6 GJ of fuel per tonne of clinker produced,

depending on the raw materials and the process used. Most cement kilns today use coal

and petroleum coke as primary fuels, and to a lesser extent natural gas and fuel oil.

Selected waste and byproducts with recoverable calorific value can be used as

fuels in a cement kiln, replacing a portion of conventional fossil fuels, like coal, if they

meet strict specifications.

Selected waste and byproducts containing useful minerals such as calcium, silica,

alumina, and iron can be used as raw materials in the kiln, replacing raw materials such

as clay, shale, and limestone. Because some materials have both useful mineral content

and recoverable calorific value, the distinction between alternative fuels and raw

materials is not always clear. For example, sewage sludge has a low but significant

calorific value, and burns to give ash containing minerals useful in the clinker matrix.

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Cement industry

In 2002 the world production of hydraulic cement was 1,800 million metric tons. The top

three producers were China with 704, India with 100, and the United States with 91

million metric tons for a combined total of about half the world total by the world's three

most populous states.

Modern cement

Modern hydraulic cements began to be developed from the start of the IndustrialRevolution (around 1800), driven by three main needs

Hydraulic cement render (stucco) for finishing brick buildings in wet climates.

Hydraulic mortars for masonry construction of harbor works, etc., in contact with

sea water.

Development of strong concretes.

In Britain particularly, good quality building stone became ever more expensive

during a period of rapid growth, and it became a common practice to construct prestige

buildings from the new industrial bricks, and to finish them with a stucco to imitate stone.

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Hydraulic lines were favored for this, but the need for a fast set time encouraged

the development of new cements. Most famous was Parker's "Roman cement".[8]

This

was developed by James Parker in the 1780s, and finally patented in 1796.

It was, in fact, nothing like any material used by the Romans, but was a "Natural

cement" made by burning sectariannodules that are found in certain clay deposits, and

that contain both clay minerals and calcium carbonate. The burnt nodules were ground to

a fine powder. This product, made into a mortar with sand, set in 515 minutes. The

success of "Roman Cement" led other manufacturers to develop rival products by burning

artificial mixtures ofclay and chalk.

John Smeaton made an important contribution to the development of cements when

he was planning the construction of the third Eddystone Lighthouse (17559) in the

English Channel. He needed a hydraulic mortar that would set and develop some strength

in the twelve hour period between successive high tides.

He performed an exhaustive market research on the available hydraulic limes,

visiting their production sites, and noted that the "hydraulicity" of the lime was directly

related to the clay content of the limestone from which it was made.

Smeaton was a civil engineer by profession, and took the idea no further.

Apparently unaware of Smeaton's work, the same principle was identified by Louis Vicat

in the first decade of the nineteenth century. Vicat went on to devise a method of

combining chalk and clay into an intimate mixture, and, burning this, produced an

"artificial cement" in 1817. James Frost, working in Britain, produced what he called

"British cement" in a similar manner around the same time, but did not obtain a patentuntil 1822. In 1824, Joseph Aspdin patented a similar material, which he called Portland

cement, because the render made from it was in color similar to the prestigious Portland

stone.

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Setting time and "early strength" are important characteristics of cements.

Hydraulic lines, "natural" cements, and "artificial" cements all rely upon their belite

content for strength development. Belite develops strength slowly. Because they were

burned at temperatures below 1250 C, they contained no alite, which is responsible forearly strength in modern cements. The first cement to consistently contain alite was made

by Joseph Aspdin's son William in the early 1840s. This was what we call today

"modern" Portland cement.

Because of the air of mystery with which William Aspdin surrounded his product,

others (e.g., Vicat and I.C. Johnson) have claimed precedence in this invention, but recent

analysis[10]

of both his concrete and raw cement have shown that William Aspdin's

product made at Northfleet, Kent was a true alitebased cement. However, Aspdin's

methods were "ruleofthumb" Vicat is responsible for establishing the chemical basis of

these cements, and Johnson established the importance of sintering the mix in the kiln.

William Aspdin's innovation was counterintuitive for manufacturers of "artificial

cements", because they required more lime in the mix (a problem for his father), a much

higher kiln temperature (and therefore more fuel), and the resulting clinker was very hard

and rapidly wore down the millstones, which were the only available grinding technology

of the time.

Manufacturing costs were therefore considerably higher, but the product set

reasonably slowly and developed strength quickly, thus opening up a market for use in

concrete. The use of concrete in construction grew rapidly from 1850 onward, and was

soon the dominant use for cements. Thus Portland cement began its predominant role.

In the US the first large scale use of cement was Rosendale cement a natural

cement mined from a massive deposit of a large dolostone rockdeposit discovered in the

early 19th century near Rosendale, New York.

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Zuari Cement is in the process of increasing this capacity to 6 million tonne by

2009 through setting up of a new 5500 tonne per day clinker line at Somajiguda and a

grinding center at Chennai. A captive power plant with a capacity of 43 MW has already

been set up at the Company's cement manufacturing facility at Sitapuram.

With a 6% market share in the south Indian cement market and sales of about Euro

188 million in 2009, Zuari Cement has chalked out ambitious plans for the future. This

includes strengthening its presence in the Maharashtra, Orissa and West Bengal markets.

While technology is just one of its strengths, there are many other factors that contribute

equally to Zuari's success. These include a highlevel organisation and decentralised

quality assurance teams to guarantee the full compliance with the customers'

expectations.

Our History Strong foundations for a company of strength. Zuari entered the

Cement business in 1994 to operate the Texmaco Cement Plant. In 1995, Texmacos

Plant at Somajiguda was taken over by Zuari and a Cement Division was formed. The

fledging unit came into its own in the year 2001 when Zuari Industries entered into a

Joint Venture with the Italcementi Group, the 5th largest producer of Cement in the

world , Zuari Cement Limited was born. Zuari Cement took over Sri Vishnu CementLimited in 2002. Today, the Company is amongst the topmost cement produces in South

India.

Zuari and Italcementi

The strength of two Zuari Cement is one of the leading cement producers in South

India. A fully owned subsidiary of the Euro 6 billion Italcementi Group, Commitment to

customer satisfaction has seen Zuari Cement grow from a modest 0.5 million tonnecapacity in 1995 to 3.5 million tones today.And earned a place among the most reliable

cement producers in the country.

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Maurizio Caneppele

Managing DirectorCurriculum vitae

Krishna Srivastava

Director Marketing

Ramesh Surya Narayana

Director Technical

Curriculum vitae

Emiliyan Andreev

Chief Financial Officer

Curriculum vitae

S.SURESH

Vice President HR & IR

With an annual production capacity of approximately 70 million tons of cement,

Italcementi Group is the worlds fifth largest cement producer.

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on these issues, the Group has taken over the cochairman ship of the Cement

Sustainability Initiative for the period 20082009.

Our Products

Cement for every kind of task Zuari Cement manufactures and distributes its own

main product lines of cement .We aim to optimize production across all of our markets,

providing a complete solution for customer's needs at the lowest possible cost, an

approach we call strategic integration of activities. Cement is made from a mixture of 80

percent limestone and 20 percent additives. These are crushed and ground to provide the

"raw meal, a pale, flourlike powder. Heated to around 1450 C (2642 F) in rotating

kilns, the meal undergoes complex chemical changes and is transformed into clinker.

Finegrinding the clinker together with a small quantity of gypsum produces cement.

Adding other constituents at this stage produces cements for specialized uses.

Blended Cements

Zuari Blended Cement the ecofriendly, userfriendly cement

Zuari Blended Cement has been developed in response to todays need for

environmentfriendly products that are costeffective, durable and have minimal

byproducts.

Durability is a very important property in concrete. And durability here means

concrete that ensures the long life span of structures like homes and residences that are

lifetime investments. Since distress of concrete and early failure of structures is a

common phenomenon, research over a period of time helped develop various remedial

measures that improved durability and cost economics. One of them being blended

Portland Cement, with complementary pozzolanic and cementitious materials like fly ash,

blast furnace slag, etc. And Zuari Blended Cement is a fine example of it.

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Our Products

Portland Cement Zuari OPC is a high quality cement prepared from the finest raw

material. Owing to optimum water demand, it contributes to a very low coefficient of

permeability of the concrete prepared. This improves the density of the concrete matrix

and increases the durability of the concrete. Zuari OPC is a high performance cement far

exceeding the codal requirement of BIS.

It is this very durability that translates into long lasting residential and

commercial constructions of a wide variety.

Zuaris edgeWith these unique advantages, Zuari Cement comes to you in twogrades 43 Grade OPC and 53 Grade OPC.

Zuari OPC is a high quality cement prepared from the finest raw material. Owing

to optimum water demand, it contributes to a very low coefficient of permeability of the

concrete prepared. This improves the density of the concrete matrix and increases the

durability of the concrete. Zuari OPC is a high performance cement far exceeding the

codal requirement of BIS.

It is this very durability that translates into long lasting residential and

commercial constructions of a wide variety.

Zuari 43 & 53 Grade Ordinary Portland Cement (OPC) Strong cements for

longlasting constructions.

Higher compressive strength

Better soundness

Lesser consumption of cement for M20 grade concrete and above

Faster deshuttering of form work

Reduced construction time

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Primo The success story

In 2009 Zuari Cement launched its highstrength cement under the brand

name 'Primo Concrete Cement' in Bangalore City. 'Primo' improves the density of the

concrete matrix and increases the durability of the concrete, making it an immediate hitamong construction and infrastructure projects undertaken in and around Bangalore.

Recently Primo was also launched in Kochi and Chennai. An extensive marketing and

distribution network across south India concretes Zuari Cement's success story.

New products, on the line of the extremely successful 'Primo' launch, will play a

significant role in key markets.

Primo Concrete Cement Concrete Redefined

Primo concrete cement is a high quality cement prepared from the finest raw

material. Owing to optimum water demand, it contributes to a very low coefficient of

permeability of the concrete prepared. This improves the density of the concrete matrix

and increases the durability of the concrete. Primo is a high performance cement far

exceeding the codal requirement of IS 122691987. It is this very durability that translates

into longlasting residential and commercial constructions of a wide variety, such as

dams,canals, highways, roads and flyovers.

Higher compressive strength

Better soundness

Lesser consumption of cement for M20 Concrete grade

and above

Faster deshuttering of form work

Reduced construction time

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Locations

CORPORATE OFFICE

No. 1, 10th Main, Jeevanbhima Nagar,

Bangalore 560 075

Fax 080 40302844/ 40302888

Email [email protected],[email protected]

Works Sitapuram

P.O.Dondapadu

Nalgonda 508 246

Andhra Pradesh

Tel 08683 235107

Fax 08683 235229

Email [email protected]

Works Krishna Nagar

P.O. Somajiguda

Kadapa 516 311

Andhra Pradesh

Tel 08563 275104 / 275301

Fax 08563 275164

Email [email protected]

Italcementi Group

Italcementi Group at a glance

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ZUARI CEMENTS RANGE OF CEMENT

Zuari Superfine Cement Zuari 43 Grade Cement Zuari Superfine P53

cement

ZUARI SUPERFINE CEMENT

ZUARI 43 GRADE CEMENT

ZUARI SUPERFINE P 53 CEMENT

QUALITY

Six strong benefits that make Zuari 43, 53 Grade, Super fine, Vishnu Premium

and Vishnu Shakti the ideal cement

Higher compressive strength.

Better soundness.

Lesser consumption of cement for M20 Concrete Grade and above.

Faster de shuttering of formwork.

Reduced construction time with a superior and wide range of cement catering to

every conceivable building need, Zuari cement is a formidable player in the

cement market.

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Here just a few reasons why Zuari cement chosen by millions of India.

Ideal raw material

Low lime and magnesia content and high proportion of silicates.

Greater fineness.

Slow initial and fast final setting.

Wide range of applications.

Quality customer services.

FEATURES THAT PROMISE BETTER PERFORMANCE

Concrete of better strength and workability since voids of air and water are

reduced.

Protection against alkali aggregate reaction due to the presence of a very glassy

state of silica.

Resistance towards chemical attacks and lowers permeability.

Long term durable concrete, because of low free lime.

Lower heat of hydration

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SHARE CAPITAL OF ZUARI CEMENT LIMITED

31st

December 2011

(Amalgamated)

1. Share Capital Authorized

27,00,00,000 (Previous period 27,00,00,000) equity shares of

Rs.10 each

27,000.00

17,00,00,000 (previous period 17,00,00,000) 9% redeemable

nonconvertible cumulative preference shares of Rs. 10 each

17,000.00

Issued, subscribed and fully paid up

25,79,61,400 (previous period 25,79,61,400) equity shares of

Rs.10 each [refer to note (a) and note (b) below]

25,796.14

17,00,00,000 (previous period 17,00,00,000) 9% redeemable

nonconvertible cumulative preference shares of Rs. 10 each

17,000.00

42,796.14

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TAX ASSET / LIABILITY AT THE BALANCE SHEET OF ZUARI CEMENT

LIMITED

Major components of deferred tax asset / liability as at the balance sheet date comprises

of the following.

31st

December 2011

(Amalgamated)

Deferred tax liability

Excess of depreciation allowable under IncomeTax Act, 1961

over depreciation provided in accounts.

6,449.72

Total 6,449.72

Deferred tax asset

Unabsorbed losses and depreciation (to the extent of virtual

certainty) [refer Note I below)

Provision for leave encashment 187.37

Voluntary retirement expenditure allowable under IncomeTax

Act 1961.

42.25

Disallowance under Section 43B 134.08

Provision for doubtful debts and advances 50.93

Provision for stores and spares 205.01

Others 170.72

Total (B) 790.36

Net Deferred tax liability (AB) 5,659.36

Deferred tax liability taken over on amalgamation 320.00

Deferred tax charge for the year 5,339.36

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When people hear your name, they conjure up a set of impressions that influence how

they think and buy. Those thoughts define your brand. Your brand is the promise you

make about your work a work a guarantee of quality. As with any promise, it implies a

relationship, this one between you and all your potential customers. It tells them what toexpect from your company. A brand tells them how you are relevant to their lives, and

how you are different from other companies. In short, a brand suggests to the world how

to perceive your work before they have even experienced it for themselves and even more

prompts them to want to experience it for themselves. If it is consistent, relevant, and

distinctive, a strong brand will accomplish three things:

Differentiation

Customer preference

Premium price

Bottom line, defining your brand means being clear about who you are, where you

want to go, how youre going to get there, and with whom. It means beings direct about

attracting those people who will value your work. Your brand resides in your customers

mind as a result of all the impressions made by encounters with your name, your

marketing messages, and everything else that people see and hear about your business.

Something as basic as your business address contributes to how your brand is perceived.

For that matter, every time someone walks into your business and looks around, visits

your website, meets an employee, or glances at your ad, that person forms an impression

that leads to a mind-set about your business. Thus a Brand is the sum of all available

information about product, service or company. Brand is a unique and identifiable

symbol, association, name or trademark, which serves to differentiate competing products

or services. Both a physical and emotional trigger to create a relationship between

consumers and the product/service.

But mostly consumer products have practiced branding for several years now. Branding

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refers to building an Image that conveys certain benefits to the customer and thus

differentiates the product from its competitors. By branding, you create your own self-

fulfilling prophecy. This is especially true in small business, where there may be

thousands of similar companies vying for the customers attention. The easiest and mostfruitful way to think of a brand is as an IMAGE that the audience remembers. This means

that successful branding of a service or a product is a matter of creating an image that is

positive, Relevant, and Memorable

What is Brand Image and how is it created?

Brand image is a unique set of association within the minds of target customers, which

represent what the brand currently stands for, and implies the current promise tocustomers. (Note that brand image is what is currently in the minds of consumers,

whereas brand identity is inspirational). It is the sum total of all tangible & intangible

traits- the ideas, beliefs, values, prejudices, interests, features & ancestry that make it

unique.

A Brand image visually & collectively represents all internal & external characteristics

the name, symbol, packaging, literature, signs, vehicle & culture. Its anything &

everything that influences how its target constituencies or even a single customer

perceives brand or a company. Brand image is the best, single marketable investment a

company can make. Creating or revitalizing a positive brand image is a basic component

of every business and lays a foundation on which companies can build their future.

Once you make your product or service distinctive, build your new image through a

combination of words, imagery and other devices that appeal to human logic and

emotion.

Choose or create a memorable name for your brand. Create a visually effective logo.

Write a tagline or slogan for the brand that concisely captures and communicates the

essence of your unique selling preposition. A brand must communicate what it

distinctively stands for using as few words and/or images so it is distinctive and easily

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recognizable to your market.

Image alone can help differentiate a commodity whether based on real or perceived

benefits as long as the strategy is executed properly. Images can be built to inform

consumers about hidden or small differences that they might otherwise be unaware of and

thus turn these differences into something that, in their own minds, they simply cannot

live without.

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3) Apart from Zuari cements which brand would you like to prefer?

S.NO. Opinions Respondents Percentage

1. L&T 20 28%

2. ACC 20 28%

3. Others 30 44%

Total 70 100%

Graphical representation of table

Interpretation:

The above table deals with otherstocks of cement 28% of respondents are view that they

maintained only the L&T Cement & 44% of respondents maintain other brand cement ,

while some 28% of the respondents maintained ACC .

0

10

20

30

40

50

L&T ACC OTHERS

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4) Who are the principle customers in your shop?

S.NO. Opinions Respondents Percentage

1. Direct customers 38 55%

2. contractors 17 24%

3. Builders 8 11%

4. Masons 7 10%

Total 70 100%

Graphical representation of table

Interpretation:

In this tables reveals about dealers principle customers 55% of dealers said that the

influence on the customers with respect to purchase decision of cement, 24% of replied

there are contractors, 11% & 10% with Builders and masons buying

0

20

40

60

Direct customersContractorsBuildersMasons

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5) How did you sell cement bags?

S.NO. Opinions Respondents Percentage

1. Net cash 45 65%

2. Credit Base 5 7%

3. Others 20 28%

Total 70 100%

Graphical representation of table

Interpretation:

Regarding this is a about of the finance mode of selling.

65% respondents are only they are selling on net cash 28% respondents are based other

special mode. Remaining just 7% dealers are selling on credit base.

0

10

20

3040

50

60

70

Net Cash Credit base Others

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6) How is the performance of this cement as per consumers opinion?

S.NO. Opinions Respondents Percentage

1.

Excellent 8 11%

2. Good 13 20%

3. Average 47 67%

4. Poor 2 2%

Total 70 100%

Graphical representation of table

Interpretation:

From the above table 67% dealers said his consumers performance on the

Average, 20% of dealers reveals that Consumers opinion is good. 11% of

respondents are excellent and just 2% only are poor in respect of consumer

performance.

0

10

20

30

40

50

60

70

80

Excellent Good Average Poor

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7) Does customers follow your suggestions?

S.NO. Opinions Respondents Percentage

1.

Always 40 58%

2. Some times 15 21%

3. Never 15 21%

Total 70 100%

Graphical representation of table

Interpretation:

58% of the respondents said that customers follows Always their

suggestion and 21% of the respondents said customers follows Sometimes and

rest of the respondent said that they 21% never .

Always

58%Some

times

21%

Never

21%0%

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9) Is ZUARI cement available to you on the basis of credit?

Sl.no Opinion No.of. Respondents Percentage

1

2

Very often

No

65

5

93

7

Total 70 100%

Graphical representation of table

Interpretation:

The above table clearly indicates that zuari cements available on credit base

to 93% dealers. Only 7% dealers are not satisfied about credit system.

0

20

40

60

80

100

Very Often No

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10) Is Zuari cement able to supply in time?

Sl.No Opinion

No.of.

RespondentsPercentage

1

2

Yes

No

62

8

89%

11%

Total 70100%

Graphical representation of table

Interpretation:

Above table indicates that zuari cements did not meet the demand of the dealers .Only

11% dealers were not satisfied with supply time. But it has need to be considered to meet

the demand driven situation at any time.

0

10

20

30

40

50

60

70

80

90

100

yes no

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11) Did you provide any discount for consumer?

Sl.No Opinion No. of. Respondents Percentage

1

2

2

Yes

No

No

25

50

45

36%

64%

64%

Total 70 100%

Graphical representation of table

Interpretation:

From the above table 64% of dealers are not willing to give any discount to consumers

only 36% were willing to give discount to consumers.

36

64

yes no

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0

10

20

30

40

50

60

70

8090

opinion

Yes

No

12) Do you expect cement price to grow up in the next year/future?

Sl.No OpinionNo.of.

RespondentsPercentage

1

2

Yes

No

61

9

88%

12%

Total 70 100%

Graphical representation of table

Interpretation:

From the above diagram dealers perception towards price hiking was very high .They are

strongly assessing that price must be increased in near future. Only 12% were not

confident about price hikes in near future.

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13) What is your present sales status on area wise?

S.NO. Opinions Respondents Percentage

1.

Rural 8 11%

2. Urban 16 22%

3. Other states 8 11%

4. Above all 38 56%

Total 70 100%

Graphical representation of table

Interpretation:

To expressing the sales of area uses.

From the above diagram most of the respondents are 56% on rural, urban, other

states(Above all) in all of them 22% of respondents were said that urban area and 11% of

respondents are rural and other states expressing.

0

10

20

30

40

50

60

Rural Urban Other States Above all

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15) Are you satisfied distribution policies and practices?

Sl.noOpinion

No. of. Respondents Percentage

1

2

Yes

No

56

14

80

20

Total

70

100%

Graphical representation of table

Interpretation:

From the above diagram out of 100% 70% of Respondents have said that they are

satisfied with policies and procedures but 20% people are not satisfied with

polices and procedure.

0

10

20

30

40

50

60

Yes no

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CHAPTERV

FINDINGS

AND

SUGGESTIONS

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FINDINGS

From the above analysis reveals that 49% of the respondents are using Zuari

Cement Since 3 Years and 25% of the respondents are using from 3 to 6 years and

13% of the respondents are using Zuari Cement from 6-9 years and 10% of

respondents are using 10 years above.

It is indicating that increasing brand loyalty towards Zuari cement.

In this research most of the respondents i.e, 69% like to take a Zuari Cement

Dealership. It reveals that quality is main criteria for selecting dealership.

Dealers are not willing to give credit to customers.

From the above table 67% dealers said his consumers performance on the

Average, 20% of dealers reveals that Consumers opinion is good. 11% of

respondents are excellent and just 2% only are poor in respect of consumer

performance..

This analysis clearly indicating that need to improve customer satisfaction.

From the above analysis dealers were willing use their own transport in demand

driven situation to get their stock as early as possible.

The above analysis clearly indicates that Zuari cements available on credit base to

93% dealers. Only 7% dealers are not satisfied about credit system. It is ultimately

providing good credit to dealers.

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SUGGESTIONS

Customers brand loyalty increasing year by year. It is advisable to more

concentration on delivering best quality always with affordable prices.

It is advisable to design the credit based and discount based offers to consumers

through dealers which will add the value to three parties consumers, company and

to dealers.

It is better to implement more attractive price strategies to attract the dealers.

It is advisable to create brand awareness programmes in cities to increase sales

rapidly.

Company has to concentrate on ultimate customer by delivering value at

affordable prices with good practices at all levels in distribution network.

It is advisable company has maintain efficient supply chain Management (SCM)

operations to bring the economies of scale in operations

From the above table 64% of dealers are not willing to give any discount to

consumers only 36% were willing to give discount to consumers. This indicating

that dealers were not giving any credit to customers.

Above table indicates that Zuari cements did not meet the demand of the dealers

From the above diagram dealers perception towards price hiking was very high

.They strongly assessing that price must be increased in near future. So, it was

ultimately creating demand for cement and dealers were going for maintain high

inventory levels.

From the above analysis it was clear that according dealers opinion most of the

consumers were from rural and urban areas

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QUESTIONNAIRES

STUDY ON BRAND IMAGE OF ZUARI CEMENT

(Dealers)

Dear Sir/Madam,

I am a student of DARE COLLEGE, conducting a Market research to know the

factors that influence you, while choosing a brand of cement for the construction of your

house and also the brand perception in the cement segment. Kindly extend your

cooperation in filling this questionnaire and enable me in doing the research successfully.

1. How long you are a Dealer of Zuari cement? ( )

a. 0-3 b. 3-6yrs c. 8-9yrs d. 10years above

b.

2. Why did you choose Zuari cement Dealership? ( )

a. Profit earning

b. Price

c. Quality

d. Product or brand image

3. Apart from Zuari cements which brand would you like to prefer?

( )

a. Kesoram

b. L & T

c. Acc

d. Others

4. Who are the principle customers in your shop? ( )

a. Direct customers

b. Contractors

c. Builders

d. Masons

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5. How did you sell cement bags? (

)

a. Cheque and drafts

b. Net cashc. Credit base

d. Others

6. How is the performance of this cement has for consumers opinion? (

)

a. Excellentb. Good

c. Average

d. Poor.

7. Does customers follow your suggestions? (

)

a. Always

b. Sometimes

c. Never

d. Others

8. Which mode of transport is cost benefit for zuari cement? ( )

a. Zuari cements

b. Own transport

9. Is zuari cement is available to you on the basis of credit? ( )

a. Very often

b. No

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10.Is Zuari cement is able to supply in time? ( )

a. Yes

b. No

11.Did you provide any discount for the customer? ( )

a. Yes

b. No

12.Do you expect cement price to grow up in the next year or future? ( )

a. Yes

b. No13.What is your present sales status on area wise? ( )

a. Rural

b. Urban

c. Other states

d. All the above

14.Are you satisfied with the present price? ( )

a. Satisfied

b. Not satisfied

15.Are you satisfied with distribution policies and practices? ( )

a. Yes

b. No.

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BIBLIOGRAPHY

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