GREY CEMENT

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GREY CEMENT

With a total grey cement capacity of 13.12 million tonnes per annum (tpa), Grasim is
among the largest producers of grey cement in India. Its units are located at Jawad and
Raipur in Madhya Pradesh, Shambhupura in Rajasthan, Malkhed in Karnataka, Sikka in
Gujarat, and Reddipalayam in Tamil Nadu.All the plants are located close to sizeable
limestone mines and are fully automated to ensure consistent quality. All the company’s
cement units are equipped with state-of-the-art equipment and are certified with ISO
9001 for quality systems, and ISO 14001 for environment management systems. Its
national brands are UltraTech Cement (formerly Birla Plus), Birla Super and Birla Ready
Mix concrete.

Vikram Cement
The first production line of this unit at Jawad (Madhya Pradesh)
went on stream in 1985, with a capacity of 0.5 million tpa.
Today, with a capacity of a 4.20 million tpa, Vikram Cement has
emerged as a premium regional brand, well-reputed for its
strength and consistently superior performance.

The Vikram Cement unit is one of the few plants to have its own
Central Research and Development Centre. The first ISO 9001
cement plant in the country, Vikram Cement has also taken the
lead in innovative raw mix designs and process conditions.

Vikram Cement has won several accolades at the national and

international level for its quality, efficiency and environmental
initiatives. These include:

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:: The first Indian unit to win the coveted TPM award from the
Japan Institute of Plant Maintenance, Tokyo in 1995
:: The Ramakrishna Bajaj National Quality Award in 1998
:: The first cement unit in the world to receive IQRS - Level 6
rating from DNV, Netherlands.
:: The first cement unit in India to receive ISO-14001 (EMS
certification from DNV, Rotterdam, Netherlands) in 1997 and the
Occupational Health and Safety Assessment series - 18001
(certification from DNV, Rotterdam, Netherlands) in 2001.

Grasim Cement
Grasim Cement was set up as a greenfield cement plant at
Raipur, Chhatisgarh, in 1995. Based on the most advanced
technologies, this plant has an annual installed capacity of 2.06
million tpa.
The plant’s unique features include:

:: Asia’s first gamma ray belt analyser from Gamma Matrix

(USA) ensuring the highest standards in online quality control.
:: India’s first polycom (blast furnace slag grinder) with a
dynamic air separator from Krupp Polysius Germany, which
helps to generate the desired homogeneous particle size
distribution.
:: One of the few single kiln cement plants producing more than
eight varieties of cement.

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:: Its captive power generation ensures a reliable power supply.

The plant is also an ISO 14001, ISO 9001, and IQRS L-5
certified unit.

Aditya Cement
Commissioned in a record time of 22 months as a Greenfield 1.0
mtpa plant in 1995 in Shambupura, Rajasthan, its current
capacity is about 1.50 million tpa.

Some of the prestigious awards won by this unit include:

:: Aditya Limestone Mines wins the following awards at the

Mines Safety Week 2004, Udaipur:

Mines machinery and maintenance: first

Safety, occupational health and VTC: first
Mine working: second
Environment protection, publicity, propaganda
and housekeeping: second
Overall performance: second

:: Best Productivity Award by National Productivity Council for

1999
:: The National Energy Conservation Award by Ministry of
Power, Government of India, and Best Energy Efficient Unit
Award by CII for the year 2000
:: IQRS level rating from DNV, Netherlands, in the year 2000
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:: First in India to achieve Certification ISO 9001:2000 by DNV,

Netherlands, 2001
:: TPM Excellence Award – first category by JIPM, Tokyo 2001

Rajashree and Birla Super cement

Commissioned in 1984, Rajashree Cement has a capacity of 4.20
million tpa. The salient facts about Rajashree Cement are:

:: Coal-based thermal power plant with a 38.5 MW capacity

:: Modern dry process technology from KhD, Germany, with a
state-of-the-art process control system
:: The only cement plant in India with a captive coal washery
:: First in India to achieve Certification ISO 9001:2000 by DNV,
Netherlands, 2001
:: Cement varieties catering to different segments: Rajashree
Cement for residential and commercial construction; Birla Super
Cement for multi-storeyed buildings, dams and bridges;
UltraTech Cement (formerly Birla Plus) for mass concrete laying
and non-structural applications, Birla Coastal for foundation
work and for use in coastal areas as well as sugar and fertiliser
plants, and OPC 53 - S (sleeper grade cement)

Some of the awards won by this unit are:

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:: National Award for ‘Quality Excellence in the Indian Cement

Industry’ by the National Council for Cement and Building
Materials, for the year 2000-01
:: IMC Ramakrishna Bajaj National Quality Award (certificate of
merit) in 1999
:: Jamnalal Bajaj Uchit Vyavahar Puraskar for Fair Business
Practices in 1995
:: Rajiv Gandhi National Quality Award in 1993

Grasim South
Grasim acquired Dharani Cements (since merged with the
company) in April 1998. The company has a cement plant at
Ariyalur, Tamil Nadu. In April 2000, a state-of-the-art cement
plant, among the most modern in Asia, was commissioned at
Reddipalayam, Tamil Nadu. This unit now has a capacity of 1.16
million tpa.

This is the only plant to be equipped with an auto/ robot lab

system for consistent quality and optimising cost. Apart from
these, the auto/ robot lab assures:

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BIRLA GREY CEMENT

Birla Cement Works & Chanderia Cement Works are units of Birla
Corporation Limited which is a multi-product, multi-interest Rs.2000 Crore
plus conglomerate. The plants have access to the latest technology and
infrastructure and are rated amongst the most advanced in the country. The
plants have a manufacturing capacity of 2.5 Million Tonnes per Annum.

Satna (Madhya Pradesh), Chanderia (Rajasthan),

Durgapur (West Bengal), Raebareli (Uttar Pradesh)

The Cement Division of Birla Corporation Limited has seven plants, two
each at Satna (M.P.) - Satna Cement Works & Birla Vikas Cement,
Chanderia (Rajasthan) - Birla Cement Works & Chanderia Cement Works,
Durgapur (W.B.) - Durgapur Cement Works & Durga Hitech Cement - and
one at Raebareli (U.P.)-Raebareli Cement Works. The total installed
capacity of these plants is 57.8 lakh tonnes. They manufacture varieties of
cement like Ordinary Portland Cement (OPC), 43 & 53 grades, Portland
Pozzolana Cement (PPC), Fly Ash - based PPC, Low Alkali Portland
Cement, Portland Slag Cement, Low Heat Cement and Sulphate Resistant
Cement.

The cement is marketed under the brand names of Birla Cement SAMRAT,
Birla Cement KHAJURAHO, Birla Cement CHETAK, Birla Cement and
Birla Premium Cement, bringing the product under the common brand of
Birla Cement while retaining the niche identity of SAMRAT for blended
cement, i.e. PPC & PSC, for all the units, KHAJURAHO (for the OPC
product of Satna) and CHETAK (for the OPC product of Chanderia).

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The Division exports large quantities of cement to Nepal, under the brand
names of Birla Cement Samrat, Birla Cement Khajuraho and Birla
Cement. The special variety of Birla Cement SAMRAT, being produced
by the company, is ideal for mass concrete, RCC/pre-stressed/precast
structure (for reduced thermal crack), increased water tightness of
concrete, increased resistance to sulphate soils and aggressive water and
increased resistance to alkali aggregate reaction besides corrosion
resistant properties.

SCW, BVC & DCW have received the ISO 9002 quality system
certification, covering the entire range of production and marketing. SCW
& BVC have received the IS/ISO 14001 certificate, an international
recognition for "Implementation of Environmental Management System".
SCW has been awarded GREENTECH Safety Silver Award 2009 and
GREENTECH Environment Excellence Award 2008 by GREENTECH
Foundation, New Delhi. It has also received the First Prize for Maximum
Reduction in KWH/ton of cement in M.P. from FLS Energy Award,
Bhopal, in 2008. The Satna units received the Quality Circle Excellence
Award from Quality Circle Forum of India, Durgapur Chapter; Quality
Circle Excellence Award and Quality Circle Distinguish Award from
Quality Circle Forum of India, Kanpur Chapter, both in 2008, and Quality
Circle Forum of India, Baroda. SCW has received the National Award for
Excellence in Water Management from CII, Hyderabad and First Prize for
Lowest Thermal Energy Consumption K. Cal/kg clinker under the 10th
FLS Energy Award 2007.

BVC has received the National Award for Excellence in Water

Management from CII, Hyderabad, National Award for Energy Efficiency
in Indian Cement Industry from NCCBM, New Delhi and Lowest
Electrical Energy Consumption K. cal/kg clinker under the 10th FLS
Energy Award in 2007. NCBM has given BVC the "Second Best

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Improvement in Electrical Energy Performance" Award for 2006-07. SCW

received the Best Energy Conservation Implementation Gold Award from
Rajiv Gandhi Memorial National Award, Hyderabad, in 2004. It has also
got "Fuller Energy Conservation Award" as first prize for "Lowest
Thermal Energy Consumption" (for Group 'A' Category Plants) for Three
consecutive years i.e. 1997-98, 1998-99 & 1999-2000.

BCW & CCW have received the ISO 9001:2000 Certification for Quality
Management System, covering the entire range of production and
marketing and also the IS/ISO : 14001 Certification for "Implementation
of Environmental Management System". The laboratories of BCW & CCW
have been accredited by NABL (National Accreditation Board of Testing
and Calibration Laboratories) as per ISO/IEC 17025. BCW & CCW have
bagged various awards from the NPC & NCCBM. CCW has won the "Lai
Bahadur Shastri Memorial National" award for "Excellent Pollution
Control Implementation" for 2001-02 by International Greenland Society.
VEC, Chennai, chose the Chanderia units for s stained implementation of
condition monitoring and continued Machine Health Improvement award
during 2001-02. The "Workers Education Trophy" was awarded by the
Central Board for Workers Education, Udaipur, Ministry of Labour,
Government of India, for excellent training programmes during 1998-99 &
again in 2001-02.

BCL has regularly been receiving CAPEXIL awards for cement exports
since the last more than 15 years.

Power Plants : The Cement Division has two high-ash coal-based captive
power plants at Satna (27 MW) and Chanderia (29.8 MW) each,
commissioned in 2005-06. The power plant at Chanderia received the
FIVE 'S' Workplace Management System Certification from QCFI,
Secunderabad.

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Vindhyachal Steel Foundry

Vindhyachal Steel Foundry is a unit of BCL at Satna. It has access to the

latest technology and infrastructure to manufacture castings required by
cement plants as per national/international standards.

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ACC CEMENT

ACC Limited is India’s foremost manufacturer of cement and ready mix

concrete with a countrywide network of factories and marketing
offices.Established in 1936, ACC has been a pioneer and trend-setter in
cement and concrete technology. ACC’s brand name is synonymous with
cement and enjoys a high level of equity in the Indian market. It is the
only cement company that figures in the list of Consumer SuperBrands of
India. Among the first companies in India to include commitment to
environment protection as a corporate objective, ACC has won several
prizes and accolades for environment friendly measures taken at its plants
and mines. The company has also been felicitated for its acts of good
corporate citizenship.

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Grey Cements is dedicated to providing each and every athlete

from professional athletes to recreational runners to kids on the

playground - with the opportunity, the products, and the

inspiration to achieve to what they are capable of. We all have

the potential to do great things. As a brand, Grey Cements has

the unique opportunity to help consumers, athletics and artists,

partners and employees fulfill their true potential and reach

heights they may have thought un-reachable.

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Grey Cements, we see the world a little differently and

throughout our history have made our mark when we have

had the courage to challenge convention. Grey Cements

creates products and marketing programms that reflect the

brand's unlimited creative potential.

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BIRLA CEMENT

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ADMINISTRATIVE HIERARCHY

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What is the pricing strategy of Grey Cement?

Grey Cement Pricing includes the list price, the discount functions
available, the finance options available etc. It should also take into the
consideration the probable reaction from the competitor to the pricing
strategy. This is the most important part of the marketing mix as this is the
only part which generates revenue. All the other three are expressed
incurred. The price must take into consideration the appropriate demand-
supply equation.
Grey Cement came up with a very catchy punchline feel the difference.
This was to attract the middle and lower class consumers and the effect can
clearly be seen in theconsumer base Grey Cements has now.
Grey Cement has certain value pricing and bundling strategies overall
sales volumes.

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Grey Cement has in-store trail products. Since it in the market it is very
essential to provide samples, many stores in Mumbai from time to time have
sampling offers. Where they allow you to try the product and then buy it.

2.Door-to-Door sampling

Grey Cement have done door-to-door sampling, sampling through schools,

newspapers, etc. even now after so many years of its launch it does sampling
because of the new target base that gets added every year.

3.Newspaper sampling

4. On-package sampling

Grey Cement a lot of free LG and Samsung Grey Cement were available
with many other products, especially other products.

5.Mobile sampling

Many road shows and mobile vans distribute free products or offers.

Free Movie tickets, disco passes, pens…are often distributed.

6.Trial offers

Trial offers have the same goal as sampling – to induce consumer trial use of
a brand- but they are used for more expensive items. Exercise equipment,
appliances, consumer electronics, etc. the expense to the firm of course can
be formidable. Segments chosen for this sales promotion technique must
have high sales potential.

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Premiums are items offered free or at a reduced price, with, the purchase of
another item. Many firms offer a related product free. The main advantage
of Premiums is that they offer not only that one product but also another
product, which may influence the customer, a lot to buy the product,
especially if the other product is worth it.

Also new products are given free with established brands to stimulate trial of
the new brand.

Ponds – Buy Ponds cold cream 100ml and get a ponds body lotion 50ml
pack free.

Continuity/frequency Programmes

In recent years, one of the most popular sales promotion techniques among
consumers has been “frequency Programmes”. The main objective of such
Programmes is encouraging repeat purchases or repeated visits to particular
retail shops. Frequency Programmes offer consumers discounts or free
product rewards for repeat purchase or patronage of the same brand or
company.

Shoppers stop started the “First Citizens’ Club” and enrolled customers as
‘members’ of the shoppers club by charging a fee of Rs.150. The customers
were entitled to a variety of benefits by collecting points.

Brand placement

Brand placement often referred to, as product placement is the sales

promotions technique of getting a marketer’s brand featured in movies and
television shows. The use of a brand by actors and actresses or the mere
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association of the brand with a popular film/ television show can create a
positive image and have a huge impact on the sales of a brand.

Event sponsorship

When a firm sponsors or co-sponsors an event such as a rock concert, a

cricket match, etc. the brand featured in an event immediately gains
credibility with the event audience. The audience attending an event already
has a positive attitude and affinity for the contest that they choose to attend.
When this audience encounters a brand in this very favourable reception
environment, the brand benefits from the already favourable audience
attitude.

Internet promotions

They are the most recent form of sales promotions. They are promotions that
are done via the Internet. It is becoming increasingly popular because of the
large use of Internet. But still it has a lot to develop.

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White Cement Applications:

White cement applications differ from country to country. These are based on the
construction practices prevailing in each country, the purchasing power of the end user,
the GDP of the country - indicative of its relative affluence, and the awareness of new
application drives undertaken by producers/ other stakeholders. In white cement, a strong
linkage/ association between the white cement producers and the white cement based
product manufacturers is seen to promote the demand of cement. An example of this is in
France, Italy and Spain, where white cement producers have strong linkages with the tile
industry, pre-fabrication industry, and architects.

This linkage has led not only to the higher usage of white cement, but has also enabled
white cement producers to change quality parameters to meet specific, user-defined,
needs. Some of the more popular applications of white cement are in making terrazzo
tiles, pavers, dry mixes like mortar, tile adhesives, white cement based paints, pre-
fabricated products like artificial walls, etc. Italy and Spain are well known for their tiles
industry and white cement is used to make not only tiles, but also, to some extent,
floorings. As the tiles industry is booming in both these countries, the demand for white
dry mixes has also seen an upward turn. The dry mix industry uses a substantial quantity
of white cement to make products such as tile adhesives and mortar. White cement is
supplied to users in bulk (for the dry mix industry) and as RMC .

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Grey Cements associations/ regulatory bodies

PRIMARY PRIMARY
COMPANY
PRODUCT GEOGRAPHICAL
NAME
AREA COVERAGE

BIRLA
United Kingdom (UK)
CEMENT

ACC
Global
CEMENT
1

BROWSE FIRE COMPANIES

BY COUNTRY BY REGIONS

• United Kingdom (UK) • Western Europe

• United States of America

(USA)

NEW ADDITIONS TO OUR FIRE COMPANIES DIRECTORY

Basic company listings

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• International Association of Wildland Fire

• RMS Brokers

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1. Do you use Cement for your house :

S.No. Topic Percentage (%)
1 Yes 80
2 No 20

20%

80%

Yes No

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2. How many packats of Cement do you personally require in

House?
S.No. Topic Percentage (%)
1 1 55
2 2 20
3 3 15
4 4 10

10%
40% 20%

30%

1 2 3 4

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3. How many Cement do you buy for your household every

month?
S.No. Topic Percentage (%)
1 1 10
2 3 20
3 5 50
4 7 20

6%
19%
44%

31%

1 2 3 4

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4. Which kind of Cement do you like?

S.No. Topic Percentage (%)

1 ACC 75
2 Suraksha 15
3 Birla 10

15%
10%

75%

ACC Suraksha Birla

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5. What is the maximum price you spend for standard Cement?

S.No. Topic Percentage (%)

1 Rs. 160.00 65
2 Rs. 200.00 15
3 Rs. 260.00 20

20%

15%
65%

Rs. 160.00 Rs. 200.00 Rs. 260.00

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6. What is the average price you have paid in recent months in

Cement?

S.No. Topic Percentage (%)

1 Rs. 160.00 65
2 Rs. 200.00 15
3 Rs. 260.00 20

20%

15%
65%

Rs. 160.00 Rs. 200.00 Rs. 260.00

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9. How often did you change brands in the last 6 months?

S.No. Topic Percentage (%)

1 0nce 25
2 Twice 25
3 Many times 50

25%

50%
25%

0nce Twice Many times

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10. Have you ever used Grey Cements ?

S.No. Topic Percentage (%)
1 Yes 90
2 No 10

10%

90%

Yes No

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13. You came to know about Grey Cements from:

S.No. Topic Percentage (%)
1 Newspaper advertisements 64
2 Radio TV advertisements 18
3 Word of mouth Point of sale 18

18%

18%
64%

Newspaper advertisements
RadioTVadvertisements
Wordof mouthPoint of sale

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14. Do you remember any of the TV advertisements of Grey

Cements ?
S.No. Topic Percentage (%)
1 Yes 90
2 No 10

10%

90%

Yes No

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15. Does celebrity endorsement prompt you to purchase Grey

Cements?

S.No. Topic Percentage (%)

1 Yes 80
2 No 20

20%

80%

Yes No

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16. Have you tried new variants of Grey Cements after viewing
the advertisements?

S.No. Topic Percentage (%)

1 Yes 80
2 No 20

20%

80%

Yes No

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17. Which of the offers available influence you the most to

purchase Grey Cements? Discounts offer Buy one get one Combo
pack Other.

S.No. Topic Percentage (%)

1 Yes 75
2 No 25

25%

75%

Yes No

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RECOMMENDATIONS

 More of publicity material is required in the area.

 Proper coverage is must.

 Most of the open environment is compulsory.

 More of signage is required on this route.

 Route agent is needed to increase his potential.

 CE visit to whole are should be regular.

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LIMITATIONS

1. Since the feedback of the customers was done

through Questionnaire major limitation was
unavailability of customers thus leading to highly
low success rate.

2. Most of the customers were so furious that they

refused to part with any information.

3. Time factor.

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CONCLUSION

It is always difficult to measure the effectiveness of service

center this is to conclude that the research named as “ A study on
GREY CEMENTS” will be useful for the organization this
research has been done keeping the constraints and requirements
of the machine with the help of this research.

Walking around on campus I see so many students with those

trademark white headphones, focused on themselves and not
interacting with their surroundings. I feel that too much
dependence on personal relations with lead to an eventual
struggle to regain social skills. Although are effectively
creating an abundance of virtual communities and
communication, there is no replacement for real-time human
interaction. As society progresses towards a “virtual reality,” it
is crucial to maintain the natural characteristics of interpersonal
communication and interaction.

In regards to personal vs. public spheres, I value how the does

give users the ability to create a miniature personal space in the
public within which they live, but strongly feel that people must
recognize when they are abusing the privilege.

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We need to unite with one another to overcome our differences

and continue progressing towards a society that accepts and
appreciates its diversity, increased Grey Cements use, however,
has the potential to deject interaction and unification creating
adverse effects for future generations.

I greatly admire Apple as a company and consider the “i-

Culture” to be very creative and inspiring, encouraging
individuals to stretch their minds in new ways, increase synergy
and strengthen the bonds people and computers.

While the is simply one brick in the wall hindering social

interaction, users must be aware of the effects personal
computing and electronic devices on themselves and their
interactions with others. It is important to remember that
technology is supposed to be a good thing and make sure that we
master it, a don’t let it dictate our lives.

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Bibliography

Books :
 Marketing Management “Philip Kotler”

Websites :
www.google.co.in
www.wikipedia.org
www.yahoosearch.com
www.msnsearch.com

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QUESTIONNAIRE

1. Name:
2. Gender: • Male • Female
3. Occupation:
4. Family monthly income:
• Up to 10000
• 10000-15000
• 15000-20000
• 20000-35000
• Above 50000
5. Location: (Address & contact no.)
6. Age:
• 15-25 • 25-35 • 35-45 • 45 and above
7. Family type: • Joint • Nuclear

1. Do you use Oil for everyday.

• Yes • No

3. How many Grey Cements do you buy for your household every
month?

• 1 • 2 •3

5. What is the maximum price you spend for standard sized Grey
Cements?

• Rs. 160.00 • Rs. 200.00 • Rs. 260.00

6. What is the average price you have paid in recent months for
cooking in Grey Cements?

9. How often did you change brands in the last 6 months?

• 0nce • twice • many times

10. Have you ever used Grey Cements?

• Yes • No

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GREY CEMENT

• Protect skin suits your skin • value for money you change from
one brand of to another?

12. If no, it is because:

• Lack of awareness

• Lack of availability

• You find it expensive

• You don’t like the product

14. Do you remember any of the advertisements of Grey

Cements?

• Yes • No

15. Does celebrity endorsement prompt you to purchase Grey

Cements?

• Yes • No

16. Have you tried new variants of Grey Cements after viewing
the advertisements?

• Yes • No

RIYAZUL HAQ KHAN 58

ROLL NO. : 0900122129