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EXECUTIVE
UMMUY


‘ Mohit Shukla, student of Master in Business Administration from ‘ntegral

University, Lucknow. ‘ did my summer Management Trainee in J.K. Cement Ltd.

As a summer management trainee ‘ joined the J.K. White Cement Works Lucknow
under the Mr. Alok Anand Saxsena (A.S.M.). Mr. Alok Anand Saxsena guided us in our training and
research work. ‘n his in proper and experience guidance helped us lot in my training period apart
from our guide other office member helped me.

‘ want to say thanks J.K. Cement Mr. Ajay Jain (Project Manager) and Mr. Rajesh
Mishra (Customer Technical Services Executives) Mr. Kunwar Vinay Pratap Singh (Management
trainee), Mr. Neeraj Awasthi (management Trainee), Mr. Arvind Singh (management trainee), Mr.
Amit Singh (marketing executive) and special thanks to who guided me in my training and helped
me in preparing my project with their experiences and knowledge.

‘ prepared a schedule for survey of end user of white cement and wall putty. ‘
visited different areas for collecting data in Lucknow region. ‘n this survey my senior guided me.

This training help me understand practical knowledge of my study. Many

respondent help in giving regarding information for my survey. This experience in training changed
my view regarding my professional career and will defiantly help me emerge as a best professional.

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J.K. Cement is an affiliate of the J.K. Organization, which was founded by Lala
Kamlapat Singhania. The J.K. Organization is an association of industrial and
commercial companies and has operations in a broad number of industries.

Our cement operations commenced commercial production in May d
 at our first

plant at Nimbahera in the state of Rajasthan. At Nimbahera, we started with a
single kiln with a production capacity of 0.[ million tons. We added a second kiln
in d
with production capacity of 0.4{ million tons, and a third kiln in d { with
a production capacity of 0.4{ million tons. We added a precalciner with a capacity of 0.4 million tons
in d , which increased our capacity at Nimbahera to d.4 million tons. During the years d 
through {00[, we continued to implement modifications to each of our kilns, which increased our
aggregate capacity at Nimbahera to {. million tons as of September [0, {00.

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We commissioned a second grey cement plant at our Mangrol plant in {00d, with a production
capacity of 0.
 million tons. As of September [0, {00, we had an aggregate production capacity of
[. million tons per annum of grey cement. Our white cement plant was completed in d 4 with a
capacity of 0,000 tons. Our continuing modifications to the plant have increased its production
capacity to [00,000 tons as of September [0, {00.
Today, J. K. Cement Ltd. is one of the largest cement manufacturers in Northern ‘ndia. We are also
the second largest white cement manufacturer in ‘ndia by production capacity. While the grey
cement is primarily sold in the northern ‘ndia market, the white cement enjoys demand in the export
market including countries like South Africa, Nigeria, Singapore, Bahrain, Bangladesh, Sri Lanka,
Kenya, Tanzania, UAE and Nepal.

Our access to high quality limestone reserves that are suitable for production of white cement
provides us with a competitive advantage. Based on geological surveys conducted by independent
agencies on our mines between d  and {00d, our limestone reserves for both grey and white
cement are expected to meet our existing and planned limestone requirements of 4.0 MnTPA of grey
cement and 0.4 MnTPA of white cement, for approximately 40 years.

Backed by state-of-the-art technology and highly skilled manpower against the backdrop of ‘ndia¶s
infrastructural growth in an overdrive, we are upbeat about the future. We are confident of
contributing heavily in ‘ndia¶s journey of development. We see a world of concrete ideas on the
horizon.

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Dr. Singhania, our Chairman, holds a Master of Arts degree in Economics and a PhD degree in
Economics from Agra University. He has corporate experience spanning 0 years. He has been
associated with the Company as its Promoter Director and has led our Company since its inception in
d 4. He is also the Chairman of JKSL, Juggilal Kamlapat Cotton Spg. & Wvg. Mills Company
Limited and J.K. Traders Limited. He has held the position of Chairman of the Merchant Chambers
of Uttar Pradesh and Employers Association of Northern ‘ndia.

He has also been the president of Uttar Pradesh Stock Exchange Association Limited. He has been a
director of Pradeshiya ‘ndustrial ‘nvestment Corporation of Uttar Pradesh, UttarPradesh State
‘ndustrial Development Corporation and the Uttar Pradesh State Sugar Corporation. Currently, he is
also the chancellor of Dayanand Shiksha Sansthan and the president of Kanpur Education Society.

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Mr. Singhania, our Managing Director and Chief Executive Officer, holds a Bachelor
of Technology (B.Tech.) degree from ‘ndian ‘nstitute of Technology, Kanpur. He has experience
spanning { years in the cement industry. He has been associated with the Company as its Promoter
Director and has led our Company since its inception in d 4. He was appointed Managing Director
of the Company with effect from April d, {004. He was instrumental in setting up the JKSL Cement

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Division.

He is the Director of the Employers Association of Northern ‘ndia, President of Kanpur Productivity
Council, and member of the Board of Governors of the National Council for Cement and Building
Material and Jodhpur Chamber of Commerce. He is also a member of the managing committee of
Cement Manufacturers Association. He has held the position of District Governor of Rotary
‘nternational and President of Foreign Trade Development (‘ndia) Association.


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Customer Satisfaction 

Ôc Always invest in Latest Technology

Ôc Huge Distribution Network Creation
Ôc Expansion through Balancing Equipment

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Ôc Constant focus on Cost Control & Quality
Ôc ‘nvest in Managers & Develop People Skills
Ôc Stability of Executive Management & Low Employee turnover
Ôc Social Welfare - A Priority




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Technologies change, needs change, and in turn products change. What remain unchanged, are
values and ideas that propel any entity forward. ‘deas that are concrete and unwavering, just like
their outcome. At JK Cement we are crossing milestones, one after another, propelled by the
following concrete ideas:

d: To provide products that fully comply with technical specifications committed to our customers,
at the most competitive price.

{: To ensure complete reliability in our dealings with customers, distributors, suppliers & other
partners.

[: To operate our manufacturing facilities in such a way, that they help sustain the environment &
provide new opportunities for the underprivileged in that region.

4:To ensure that every department of our every office encourages new & better ideas and freedom of
expressing the same, and cultivate a work environment that rewards excellence in every employee¶s
chosen area of work leading to a harmonious & fulfilling atmosphere.

: To motivate every team member to challenge his last best performance and out do it continually.

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: To remain abreast and imbibe the latest technological trends for the benefit of our customers.

EVIYMETCCEY




To feed the required limestone to our cements pleants, we hold four mining leases at Ahirpura,
Maliakhera, Karunda and Tilakhera where mining is carried out using deep hole drilling and blasting.
But a lot of care has been taken to negate the ill effects of this ecology affecting activity.
To begin with, we have converted the dry drilling into wet drilling, water is sprinkle on the haul
roads, dense plantation has been down the hole delay are being used to reduce noise, vibration and
fly rock. Water is kept stored in the forth bench for use during summer as it also helps recharge the
ground water table.
Afforestation is carried out at all the four mines as a part of the mining process. Till date, a total of
{,,[  plants have been planted covering a total area of over  hectares. Necessary arrangement
for watering these plants, ensuring their survival, has also been done in the form of construction of 
water tanks combined with the facilitation of direct water supply pipelines and water tankers.
We have also focused on the Waste Dump management. The generation of waste material along with
mining of limestone at all our mines, is almost negligible. However, some waste like ‘nterstitial
Clay, when generated, is excavated separately and dumped at the specified places. These waste
dumps are being properly leveled which are then covered with black cotton soil scraped from other
parts of the pit only. This forms the bed for plantation of afforestation. The height of the dumps is
kept only  to  mtrs. So that there will be no chance of destabilizing of these dumps after plantation
in the long run.
Besides, JK Organization, is also involved in setting up a number of Primary Schools, Secondary
Schools, ‘ndustrial Training ‘nstitutes, ‘nstitutes of Management & Research, ‘nstitute Of medicine,
‘nstitute of Cardiology, ‘nstitute of Radiology & Cancer Research and Dr. Gaur Hari Singhania
Academy of Productivity Science &Environmental Engineering.

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TYETHEICCIT:
›adupati Singhania (right), Managing Director and CEO, JK Cement, and Sreechand Krupalani, MP,
at the foundation laying ceremony of greenfield cement plant in Mudhol District, Karnataka, on
Friday.
We enjoy a number of key competitive advantages, which have helped us maintain our position as
one of the leading cement manufacturers in the Northern ‘ndian cement market. Our principal
strengths and competitive advantages are as follows:








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Based on CMA data, Northern ‘ndian cement manufactures have consistently operated at the highest
levels of capacity utilization among ‘ndia¶s five regions. We believe this reflects the strong demand
in Northern ‘ndia for cement products relative to supply. Further, based on capacity expansions
announced by cement manufacturers, we expect cement plants in Northern ‘ndia to continue to
operate at high utilization levels and anticipate continued strong demand for our grey cement
products in the near and medium-term.

We believe that we are well positioned to take advantage of this demand, as the fourth largest grey

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cement manufacturer in Northern ‘ndia, and the largest grey cement manufacturer in the state of
Rajasthan.

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White cement accounted for d. of our total cement revenue and [.{ of adjusted EB‘TDA
from our cement operations in fiscal {00, and d. of revenues and {.
 of our adjusted
EB‘TDA from our cement operations in the six months ended September [d, {00. Unlike grey
cement, the white cement industry in ‘ndia is highly concentrated with the two largest players
accounting for the substantial majority of ‘ndia¶s production capacity. Consequently, prices of white
cement have been relatively less volatile and sales of white cement have generated more stable cash
flows for us even during industry downturns in grey cement. We also believe our position as the
second largest producer of white cement in ‘ndia, together with our nationwide delivery network,
significantly enhances the overall brand image of JK Cement

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We have access to large reserves of limestone for both our grey and white cement operations, which
we believe are sufficient to sustain our operations well into the future. Based on independent
geological surveys of different mines during d  to {00d, we believe that our limestone reserves are
sufficient to support our current and planned capacity for approximately 40 years for both grey and
white cement. (Put in risk - assuming we are able to renew our existing leases upon their expiry) As
one of the first cement producers in Northern ‘ndia, we were able to choose our limestone reserves in
an area with high quality limestone resources. ‘n addition to allowing us to produce white cement,
which requires high quality limestone, it also provides us with a cost advantage, as we are not

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required to purchase sweeteners to improve the quality of limestone. Further, our manufacturing
plants are in close proximity to our limestone reserves, resulting in lower transportation costs.
Finally, our mines that supply our white cement plant at Gotan also have a supply of white clay, an
important additive necessary for white cement production.

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We believe that brand name and reputation are important to retail purchasers of cement in ‘ndia. We
have built a strong reputation among cement purchasers by consistently providing high quality
products. We believe that there is strong customer awareness of our brands, JK Cement
(³Sarvashaktiman´), for grey cement in our principal market in Northern ‘ndia, and JK White
(³Camel´), for white cement across ‘ndia. Further, we believe that our brand name and our reputation
for consistently supplying high quality products provide us with a competitive advantage in ensuring
that cement dealers carry our products.
We produce grey cement and white cement. Grey cement produced by us consists of Ordinary
Portland Cement (³OPC´) and Portland Pozzolana Cement (³PPC´). OPC has three principal grades
that are differentiated by their compressive strengths, and consist of [-grade, 4[-grade and [[-grade
OPC.
All our products comply with the quality standards specified by the Bureau of ‘ndian Standards
(³B‘S´). Our cement products are marketed under the brand names J.K. Cement and Sarvashaktiman
for OPC products, J.K. Super for PPC products and J.K. White and Camel for white cement
products, which we believe are well known brands.

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Mc Concrete Road with proper drainage system at Gotan village

Mc Sponsorship of annual Eye camps at Gotan

Mc Street Light for Gotan village

Mc Tree plantation along the road leading to Gotan

Mc Organising Social event for residents of Local area

Mc Funding & Technical support for ‘nfrastructure projects of Local Community

Mc Tube Well ± to provide drinking water for villagers

Mc Temple (Renovation of two old temples)

Mc Dharamshala (‘nn) at Gotan Village

Mc Free education to the wards of Kargil war heroes

Mc Free bus service for students of near by villages

Mc Building for girls school at Gotan village

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There was no good motor able road available in Gotan and J K management, in the public interest
and considering the society as a whole, took the initiative and as a part its social responsibility took

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up the project of construction of Cement road at Gotan. We constructed the cement road of dKm.
with proper drainage system incurring an expenditure of around Rs. [0 Lacs in the year d d. ‘t
proved to be a very helping hand especially for incoming and outgoing heavy traffic besides easing
out the hurdles of the residents of Gotan.

On demand of villagers, Company has taken the repair as well as renovation work of the said road in
November {00 on which approximately Rs. d0 to Rs. d Lacs has been incurred.

The waste water is collected out of the village through the drainage system constructed by the
company and it is stored in pond and it helps us to increase underground the water level.

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Till date {0 eye camps have been held i.e. one camp every year. Free medical eye check up at Gotan.
Free bus service for operation at Jodhpur/ Ajmer.

Free lodging & Boarding and medicines as well as spectacles to all the patients.

›es, the eye operation is through ‘OL operation and operation is conducted in well-equipped hospital
at Jodhpur / Ajmer. We bring the patients to the hospital by bus i.e. checking of the patient is done at
Gotan in camp and operation is done in Hospital in operation theater and all the expenses is borne by
the company. Approx {00 eye operations have been conducted till now.

‘n the every camp the out door patient is varying from 00 to d000 and out of that approx. d{
patients are being selected for eye operation and remaining is given the free medicines/ spectacles in
the camp. Hence till now approx. d000 patients were benefited.

‘n the year {00-0 we have conducted { eye camps i.e. to tribute to Late Sir Padampat Singhania
one extra eye camp was held at Dhanappa village.

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Though there was facility for electricity in the village, which is so erratic, the roads and streets were
not at all provided with lights. Gotan being a most backward area, no major help/support finance or
otherwise was forthcoming from the Panchayat /Local Bodies and hence it was thought necessary by
our company in the public interest to lend a helping hand and accordingly as per the requirement, we
purchased and installed minimum of 0 Street lights to cover major road/streets i.e. the street light
has been installed on the road constructed by the company as well as roads of other area also.

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Gotan is situated in backward Distt. Of Nagaur which falls in the desert area of Thar Rajasthan
(‘ndia). As a step towards environmental protection, the company has undertaken plantation project
since commissioning of the plant and every year 000-d0000 trees of various types are planted in
Gotan and nearby area of {0 Km. radius and as on date, Gotan has been developed considerably and
has become a green belt in comparison to its surrounding area. This, no doubt, strengthens the
ecological position but also helps in bringing more rains during monsoon period in comparison to
other nearby areas. The company is incurring approx. Rs. d, 00,000/- every year. This is also one of
major contributions made by us for towards soil conservation and thus ensuring pollution free
environment for Gotan and its surroundings.

Plants are planted at mines area, various schools of Gotan village, nearby small dhanies, public
places, temple and along the road. For survival of the plant company directly take care to look after
of mines area, plantation along the major roads of Gotan and plantation at temples. The plants of
other area are being looked after by the concerned authority like Panchayat, Lions Club, School
administration etc 


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Archit ct re was more of less i entified with housing & more so with elite housing. However, many
countries have used architecture effectively for public structures also, such as highways, metro rails,
factories, harbors & any other public facilities. These projects/structures shall consume lot of
building materials. If these structures have to look pleasing, Levant architecture has to be applied in
their designs.
The subjects of challenge to architecture vis-à-vis town planning, infrastructure development &
affordable housings being discussed in various countries through various forms.Mr. Yadupati
Singhania, Managing Director, J.K. Cement Ltd. thought that we could contribute to this cause by
encouraging outstanding talent in the profession of architecture as a continuous process & thereby set
an example for others in this profession to do better &better.
This is how
Architect of the Year Award (AYA) began way backing the year 1990) 1st Architect of the Year
Award). Awards were subsequently extended to architects of neighboring countries from the year
1996 (7th Architect of the Year Award). To encourage state level architecture, State Architecture
awards were also introduced from the award year AYA-98 (9th Architect of the Year Award).

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White cement based putty for luxurious and silky interior/exterior finish of your dreamhome JK
Wall Putty is White Cement based putty for cement plastered walls and ceilings. J.K. Wall Putty is
used to fill the uneven surfaces of cement plastered walls and concrete walls. Application of J.K.
Wall putty provides smooth and strong finish to the walls for further application of all kinds of
paints. The smooth finish gives better look to interiors and exteriors.

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The surface should be cleaned to make it free from dirt, dust, grease, oil and paint. All foreign
impurities should be removed with a wire-brush. Wall surfaces should be cured so that the surface is
saturated with water yet in µtouch dry¶ condition.

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The new surface requires only soft treatment such as removal of dust, dirt and foreign matter. ‘n case
of cracks, voids and damages; it should be patched up prior to application of J. K. Wall Putty with
grey/white cement.

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All loose material and/ or organic growth must be removed with Putty blade or brush. ‘n case of old
painted surface scrub the surface with coarse emery stone/paper.




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J. K. Wall Putty is a fine powder. Mix slowly J. K. Wall Putty with approx. 40 water by volume to
prepare paste of desired consistency. Mix vigorously for -d0 minutes for making lump free, uniform
and smooth putty paste. Product should be mixed in required quantities to be used within {-[ hrs of
its preparation.




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Apply uniformly the first coat of J.K. Wall Putty with blade/trowel on the wall from bottom to top.
Apply second coat after the first coat has dried completely. Limit the total thickness of { coats to d.
mm. Allow complete drying and then use fine emery paper to remove the application mark if any.
Any kind of paint can be applied on this surface. Use water for curing before applying paint.

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Although J.K. Wall Putty does not contain any toxic material, use rubber gloves while mixing, as
prolonged exposure with water may soften the skin resulting in fine cuts/legions due to cement
particles. Precaution should be taken to avoid dust inhalation while handling the powder
putty.Storage Store J.K. Wall Putty in a dry place and open the pack just before use. Keep out of
reach of children.

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Due to only chalk powder, it

Binding J.K. Wall Putty is white cement based putty.
has very less binding
Property Hence it possesses good binding property.
property.

Due to its cement base, J.K. Wall Putty becomes

Durability an integral part of plaster and hence more Less durable
durable.

J.K. Wall Putty covers more surface area

Coverage Area exceeding {0 Sq. ft./kg. ‘n { coats on a new Covers less surface area.
plastered wall.

Water
J.K. Wall Putty resists dampness. Does not resist dampness.
Resistance

Flaking occurs when it

Flaking No Flaking.
comes in contact with water.

Consumption of J.K. Wall Putty requires less paint due to low Requires more paint due to
Paint absorption. high absorption.

Primer Coat No primer coat is required. Primer coat is must.

Better appearance due to very high whiteness of

Appearance Appearance is yellowish.
Putty. NCCBM certifies [ whiteness.

High pigmentation.
Pigmentation Less pigment consumption yet bright colours. Consumption yet dull
colours.

Consistency in quality as it is made under

Consistency stringent quality control with tested ingredients No consistency.
under one roof at company premises.

Cost Ultimate cost is less due to Ultimate cost is more.

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(a) Long life span
(b) No Primer cost
(c) Less paint consumption &
(d) No use Of enamel & varnish while preparing
putty paste.

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d. White cement based product therefore strength is more than gypsum based POP.

{. J.K. Wall Putty can be applied on exteriors/exposed surfaces whereas the same is not possible
with POP.

[. J.K. Wall Putty is very white in appearance while POP is yellowish.

4. ‘n case of J.K. Wall Putty no primer is required before painting, whereas it is compulsory for
POP surfaces.

. J.K. Wall Putty resists seepage while POP does not.

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We manufacture white cement under the brand names J.K. White and Camel.
White cement is produced using a different quality of limestone and is distinguished from grey
cement by its white colour. Each ton of white cement requires approximately 1. tons of limestone,
0.0{ tons of gypsum and 0.{ tons of additives including white clay, feldspar and fluorspar.

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‡ Flooring, for the manufacturing and laying of mosaic tiles and as tile fixing grout, wall
applications, such as decorative
white cement paints and plain and spray plasters; and
‡ Other speciali ed applications including glass fibre reinforced concrete, garden furniture, lamp
posts, as pointing for
brick and stone works and as pre-cast cladding panels.
We sell white cement primarily in the Indian market. We also export white cement to a number of
countries, including South Africa, Nigeria, Singapore, Bahrain, Bangladesh, Sri Lanka, Kenya,
Tanzania, United Arab Emirates and Nepal.

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JK Water proof is another product from JK Cements Ltd. which is ISI approved. It¶s a water
repellent material in powder form which specially formulated and designed to prevent passage of
water through pore and capillaries of the concrete, thereby imparting to concrete an efficient,
dependable and durable water proofing protection against rain, ground water, moisture, dampness,
humidity etc. JK Water proof is free from chlorides and is based on material which disperses rapidly
and makes a homogenous mix with cement. It conforms with IS:{6
 -197  (Reaffirmed 1987). JK
Water Proof pack is available in { different sizes i.e. 1 kg & {  kg.

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Portland cement in all respects except for its high degree of whiteness. Obtaining this color requires
substantial modification to the method of manufacture, and because of this, it is somewhat more
expensive than the gray product.

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White Portland cement is used in combination with white aggregates to produce white concrete for
prestige construction projects and decorative work. White concrete usually takes the form of pre-cast
cladding panels, since it is uneconomic to use white cement for structural purposes. White Portland
cement is also used in combination with inorganic pigments to produce brightly colored concretes
and mortars. Ordinary cement, when used with pigments, produces colors that may be attractive, but
are somewhat dull. With white cement, bright reds, yellows and greens can be readily produced.
Blue concrete can also be made, at some expense. The pigments may be added at the concrete mixer.
Alternatively, in order to guarantee repeatable color, some manufacturers supply ready-blended
colored cements, using white cement as a base. The whiteness of WOPC is measured as the
powdered material having a reflectance value ("L value") in excess of . A particular success in
the use of WOPC and added pigments is monocouche renders.

MUCTUYE

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The characteristic greenish-gray to brown color of ordinary Portland cement derives from a number
of transitional elements in its chemical composition. These are, in descending order of coloring
effect, chromium, manganese, iron, copper, vanadium, nickel and titanium. The amount of these in

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white cement is minimized as far as possible. Cr{O[ is kept below 0.00[, Mn{ O[ is kept below
0.0[, and Fe{ O[ is kept below 0.[ in the clinker. The other elements are usually not a significant
problem. Portland cement is usually made from cheap, quarried raw materials, and these usually
contain substantial amounts of Cr, Mn and Fe. For example, limestones used in cement manufacture
usually contain 0.[-d Fe{ O[, whereas levels below 0.d are sought in limestones for white
manufacture. Typical clays used in gray cement rawmix may contain -d Fe{ O[. Levels below
0. are desirable, and conventional clays are usually replaced with kaolin. Kaolin is fairly low in
SiO{, and so a large amount of sand is usually also included in the mix. ‘ron and manganese usually
occur together in nature, so that selection of low-iron materials usually ensures that manganese
content is also low, but chromium can arise from other sources, notably from the wear of chrome
steel grinding equipment during the production of rawmix. See rawmill. This wear is exacerbated by
the high sand-content of the mix, which makes it extremely abrasive. Furthermore, to make a
combinable rawmix, the sand must be ground to below 4 ȝm particle diameter. Often this is
achieved by grinding the sand separately, using ceramic grinding media to reduce contamination.



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‘n general, the rotary kilns used to chemically combine the raw materials are operated at a higher
peak temperature (d40-d00°C) than that required for gray clinker manufacture (d400-d40°C).
This requires a higher fuel consumption (typically {0-0 more), and results in lower kiln output
(typically {0-0 less) for a given sized kiln. The reason for this is the relatively small amount of
liquid produced during sintering, because of the low iron-content of the mix. The final reaction in the
kiln, conversion of belite to alite, requires the melt liquid as a solvent, and is slower if the amount of
melt is low. This can be partially compensated by adding to the rawmix a combination of calcium
sulfate and fluoride in the form of calcium fluoride or waste cryolite. This combination reduces the
reaction temperature. ‘n cases where the clinker Fe{O[ content is above 0.{ (which is almost
always the case), the unique processes of "bleaching" and "quenching" are also employed.
"Bleaching" involves directing a second flame (apart from that used to heat the kiln) onto the bed of
clinker close to the kiln exit, in order to reduce Fe(‘‘‘) to Fe(‘‘). This reduction is rigorously avoided
in gray cement production, because of the deleterious effect it can have on clinker quality. But in
white clinker production, where the iron content is low, this is not an issue. Subsequently, in order to
prevent the re-oxidation of the iron, "quenching" is performed. This consists of rapidly lowering the

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clinker temperature from d{00°C to below 00°C in a few seconds, as it leaves the kiln. This usually
involves dropping it into cold water. This contributes to the relatively poor energy efficiency of the
process, since the sensible heat of the clinker is not recycled as in normal clinker manufacture.

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The clinker is next ground to cement (perhaps after a drying stage). Here calcium sulfate is added to
control set, in the form of a high-purity grade of gypsum or anhydrite. ‘n some specifications (not
ASTM), a small amount of titanium dioxide may be added to improve reflectance. At all stages,
great care is needed to avoid contamination with colored materials.

#"
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White Portland cement differs physically from gray cement only in terms of its color. ‘ts setting
behavior and strength development are essentially the same as that expected in gray cement, and it
meets standard specifications such as ASTM C d0 and EN d
. ‘n practice, because much white
cement is used in pre-cast concrete products, it is commonly made to a high-early strength
specification such as ASTM C d0 Type ‘‘‘. This aids concrete manufacturers' production rate.
Higher potential strength also helps to counteract the strength-diminishing effects of pigment
addition. ‘n addition to the usual specifications, manufacturers guarantee the whiteness of the
product, typically in terms of a reflectance measurement, such as L*a*b L-value, or tristimulus. ‘n
the latter case, because off-color white cement tends to be greenish, the Tri-› (green) value is used.
Because the color so much depends upon the "bleaching" and "quenching" operations, merely
specifying a low iron content does not guarantee good whiteness.

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We manufacture grey cement in two facilities located at Nimbahera and Mangrol in the state of
Rajasthan in Northern ‘ndia. White cement is produced at our facility at Gotan in the state of
Rajasthan. Our plants have obtained many accolades and recognition, the most noteworthy being :
‘SO- 00d:{000 QMS and ‘SO-d400d:{004 EMS for the grey cement facility at Nimbahera and ‘SO-
00d:{000 QMS, ‘SO -d400d:d  EMS & OHSAS -d00d:{00 Occupational Health and Safety for
the white cement facility at Gotan. The construction of our first most modern dry cement plant began
in d
0 in Nimbahera in Rajasthan.

The following table shows a breakdown of production of the Nimbahera, Mangrol and Gotan cement
facilities for the periods indicated

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Commenced commercial production in 197  with an initial capacity of 0. MnTPA. In the year
1979, second production line was added to enhance the production capacity to 0.7{ MnTPA. 198{
witnessed the incorporation of another production line taking the production capacity to 1.1

MnTPA. In 1988 a pre-calciner was installed and the production capacity touched 1. 
MnTPA.
Constant modernization and up-gradation was instrumental in bringing the plant to its present
capacity of {.8 MnTPA.
Capacity utilization of around 90%
Can produce up to .1 MnTPA with production of silicate cement on capacity of {.8 MnTPA
Recognition : ISO-9001:{000 QMS and ISO-1
001:{00
EMS

 
  

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Commenced commercial production in Dec¶{001 with a capacity of 0.7  MnTPA. Its close to
Nimbahera plant (10kms away) ± offers it significant synergy benefits like assistance from technical

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& commercial staff of Nimbahera Complex.

Additional Grinding facility of 0.{  MnTPA

 
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Commenced commercial production in 198
with an initial capacity of 0.0  MnTPA. Constant up-
gradation and modernization, especially in the year {000, saw the installed capacity rise to
0.{1MnTPA. The increase in demand for this product and focus on installed capacity backed by
state-of-the-art technology, has taken its installed capacity to 0. MnTPA. Capacity utilization of
around7 %.Operating profit: 0% consistently.
Recognition: ISO-9001:{000 QMS, ISO-1
001:1998 EMS & OHSAS-18001:{00 

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The production process for cement consists of drying, grinding and mixing limestone and additives
like bauxite and iron ore into a powder known as ³raw meal . The raw meal is then heated and
burned in a pre-heater and kiln and then cooled in an air cooling system to form a semi-finished
product, known as a clinker. Clinker (9 %) is cooled by air and subsequently ground with gypsum
( %) to form Ordinary Portland Cement (³OPC ). Other forms of cement require increased blending
with other raw materials. Blending of clinker with other materials helps impart key characteristics to
cement, which eventually govern its end use.
There are two general processes for producing clinker and cement in India : adry process and a wet
process.
The basic differences between these processes are the form in which the raw meal is fed into the kiln,
and the amount of energy consumed in each of the processes. In the dry process, the raw meal is fed
into the kiln in the form of a dry powder resulting in energy saving, whereas in the wet process the
raw meal is fed into the kiln in the form of slurry. There is also a semi-dry process, which consumes
more energy than the dry process but lesser than the wet process.

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All J.K. Cement plants are dry process plants. Limestone is crushed to a uniform and usable size,
blended with certain additives (such as iron ore and bauxite) and discharged on a vertical roller mill,
where the raw materials are ground to fine powder. An electrostatic precipitator dedusts the raw mill
gases and collects the raw meal for a series of further stages of blending. The homogenized raw meal
thus extracted is pumped to the top of a preheater by air lift pumps. In the preheaters the material is
heated to 7 0°C. Subsequently, the raw meal undergoes a process of calcination in a precalcinator (in

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which the carbonates present are reduced to oxides) and is then fed to the kiln. The remaining
calcination and clinkerization reactions are completed in the kiln where the temperature is raised to
between d,40°C and d,00°C. The clinker formed is cooled and conveyed to the clinker silo from
where it is extracted and transported to the cement mills for producing cement. For producing OPC,
clinker and gypsum are used and for producing Portland [Pozzolana] Cement (³PPC´), clinker,
gypsum and fly ash are used. ‘n the production of Portland Blast Furnace Stag Cement (³PSC´),
granulated blast furnace slag from steel plants is added to clinker.

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--------------------------- in Rs. Cr. ----------------
Finished Products Mar {00
-----------
r " Unit ‘nstalled Production Sales Sales
Capacity Quantity Quantity Value
Portland Cement Metric Tonnes 4,4
d, 00 [,
,d.00 [,
,
 .00 d,4 .4
Cement (White) Metric Tonnes 400,000 {4 , .00 {4 ,d .00 0.00
Others - NA NA NA 0.00
Sales Not Specified - NA NA NA 0.00

Total /23/

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We have a wide distribution network for grey cement in Northern ‘ndia. We also have a strong all-
‘ndia distribution network for white cement. Our distribution network for grey cement products
consists of 44 feeder depots serviced by seven regional sales offices in Delhi, Haryana, Uttar
Pradesh, Punjab, Rajasthan, Madhya Pradesh and Gujarat. Our white cement network comprises {0
feeder depots serviced by d[ regional sales offices in Delhi, Chandigarh, Uttar Pradesh, West
Bengal, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala, Maharasthra, Gujarat, Madhya Pradesh
and Rajasthan. ‘n addition, we have more than 4,000 retail stores that stock our grey and white
cement products, as well as {{ sales promoters and four handling agents. We believe that the extent
of this network, and our relationships with our dealers, enables us to market and distribute our
cement widely and efficiently.

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White cement is for both consumer Product and ‘ndustrial Product. So J.K. cement ltd. uses both
method of distribution. J.K. works ltd use personal selling/Project trade.

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Mr"
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J.K. Cement Ltd. uses Merchant middle men for selling their products.

Middle Man

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Ôc Company uses surface transport for distribution of their product in ‘ndia and Nepal.
Ôc Roadways. (Trucks, Tempos)
Ôc Railways. (Goods Train)
Ôc Waterways. (Cargo ship)

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President (T & MS): M. P. Rawal

SPEC‘AL‘T› OF SERV‘CE: SPEC‘AL‘T› OF EXECUT‘VE:

Before Purchase Experience

Before Application Nearness to

During Application Speaking your language

JK Cement Ltd. Works on d00 consumer¶s satisfaction. Thus why JK Cement Ltd. has Customer
Technical Services Department. This department of JK Cement works with Marketing department to
teach the consumers, painters, masons and contractors about the JK Cement products. They
organized different kind of programs to teach them. Which not only works as customer care
department it also help in creating a good will in consumers and market for JK Cement products.

Programs run by Customer Technical Service Department

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-: Company interact with the group of
Architects/engineers &‘ndustrial Consumers for innovative and new application. We jointly
work with them to integrate these applications into their projects
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,EXH-:Company organized many exhibition in different cities time to time to
aware the consumers and professionals.
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M-: ‘n this activity a show is organized at stockist¶s counter to
increases the brand awareness and to respond to all sales related & technical problems faced
by consumers during construction of their houses.

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, -: Trained & experienced application
Engineers/Supervisors/Masons/Painters give demonstration of various cements to customers.
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Literature, packaging &trade policies to registered Dealers & Stockists.
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Application awareness amongst painters about J.K. Wall Putty, Cement Paint& White
Washing with White Cement application.
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) r #,MT)-:MTW is conducted for masons throughout ‘ndia
for knowledge transfer of specialized applications related to construction activities.


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JK Cement Ltd. uses different promotion methods for their products.

c Advertisement
c Sales Promotion
c Personal Selling
c Push Strategy

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$: Company uses media, magazines, point or purchase display, packing,

sponsorship, billboards, banners for advertising their products in customers.


" r  
 : JK Cement uses Dealer-Retailers Sales Promotion Program for their
products.

Mc Gifts: They keep giving gifts to their distributors and retailer like T-shirts, umbrella,
stationary and tools.
Mc Discount Coupons: Consumers get money coupons in putty packets.
Mc Exhibitions: Customers Technical Service keeps organizing exhibitions of products
in fairs.
Mc Public Relations: Company improves its public relation through customer care with help
of Customer Technical Service.

EY

EI: Company uses personal selling for their products in form of
Project Trade. ‘n this project trade marketing executives takes some construction work and
provide all type of support to consumer at using company products.




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Organization uses push strategy into the distributors and retailer by carrying trade promotion through
field staff. These force intermediaries to more merchandise. Organization provides many facilities to
distributors and retailer to increase the sale of J.K. Cement products in market.

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"C"" has registered growth in production and sale in ‘ndia in the last few years. The White
Cement sector has been growing at the rate of dd per year. This has given the ‘ndian cement
industry a major boost.

White Cement is much like the ordinary grey cement except that it is white in color. ‘n order to get
this color of the White Cement, its method of production is different from that of the ordinary
cement. However, this modification in its production method makes White Cement far more
expensive then the ordinary cement.

The production of White Cement requires exact standards and so it is a product which is used for
specialized purposes. White Cement is produced at temperatures that hover around d40-d00
degrees Celsius. This temperature is more than what is required by the ordinary grey cement. As
more energy is required during the manufacture of White Cement, it goes to make it more expensive
than the ordinary grey cement.

White Cement is used in architectural projects the use of white cement has been specified. ‘t is used
in decorative works and also wherever vibrant colors are desired. White Cement is used to fill up the
gaps between marble and ceramic tiles for a smoother and more beautiful finish.
The various raw materials required for the production of White Cement are:

Ôc Limestone
Ôc Sand
Ôc ‘ron Ore
Ôc Nickel
Ôc Titanium
Ôc Chromium
Ôc Vanadium

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)HITEYT CEMET
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"" (WOPC) is similar to ordinary, gray
in all respects except for its high degree of whiteness. Obtaining this color requires substantial
modification to the method of manufacture, and because of this, it is somewhat more expensive than
the gray product.

U"

White Portland cement is used in combination with white aggregates to produce white concrete for
prestige construction projects and decorative work. White concrete usually takes the form of pre-cast
cladding panels, since it is uneconomic to use white cement for structural purposes. White Portland
cement is also used in combination with inorganic pigments to produce brightly colored concretes
and mortars. Ordinary cement, when used with pigments, produces colors that may be attractive, but
are somewhat dull. With white cement, bright reds, yellows and greens can be readily produced.
Blue concrete can also be made, at some expense. The pigments may be added at the concrete mixer.
Alternatively, in order to guarantee repeatable color, some manufacturers supply ready-blended
colored cements, using white cement as a base. The whiteness of WOPC is measured as the
powdered material having a reflectance value ("L value") in excess of . A particular success in
the use of WOPC and added pigments is monocouche renders.

M&r"

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The characteristic greenish-gray to brown color of ordinary Portland cement derives from a number
of transitional elements in its chemical composition. These are, in descending order of coloring
effect, chromium, manganese, iron, copper, vanadium, nickel and titanium. The amount of these in
white cement is minimized as far as possible. Cr{O[ is kept below 0.00[, Mn{ O[ is kept below
0.0[, and Fe{ O[ is kept below 0.[ in the clinker. The other elements are usually not a significant
problem. Portland cement is usually made from cheap, quarried raw materials, and these usually
contain substantial amounts of Cr, Mn and Fe. For example, limestones used in cement manufacture
usually contain 0.[-d Fe{ O[, whereas levels below 0.d are sought in limestones for white

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manufacture. Typical clays used in gray cement rawmix may contain -d Fe{ O[. Levels below
0. are desirable, and conventional clays are usually replaced with kaolin. Kaolin is fairly low in
SiO{, and so a large amount of sand is usually also included in the mix. ‘ron and manganese usually
occur together

in nature, so that selection of low-iron materials usually ensures that manganese content is also low,
but chromium can arise from other sources, notably from the wear of chrome steel grinding
equipment during the production of rawmix. See rawmill. This wear is exacerbated by the high sand-
content of the mix, which makes it extremely abrasive. Furthermore, to make a combinable rawmix,
the sand must be ground to below 4 ȝm particle diameter. Often this is achieved by grinding the
sand separately, using ceramic grinding media to reduce contamination.



 #"r


‘n general, the rotary kilns used to chemically combine the raw materials are operated at a higher
peak temperature (d40-d00°C) than that required for gray clinker manufacture (d400-d40°C).
This requires a higher fuel consumption (typically {0-0 more), and results in lower kiln output
(typically {0-0 less) for a given sized kiln. The reason for this is the relatively small amount of
liquid produced during sintering, because of the low iron-content of the mix. The final reaction in the
kiln, conversion of belite to alite, requires the melt liquid as a solvent, and is slower if the amount of
melt is low. This can be partially compensated by adding to the rawmix a combination of calcium
sulfate and fluoride in the form of calcium fluoride or waste cryolite. This combination reduces the
reaction temperature. ‘n cases where the clinker Fe{O[ content is above 0.{ (which is almost
always the case), the unique processes of "bleaching" and "quenching" are also employed.
"Bleaching" involves directing a second flame (apart from that used to heat the kiln) onto the bed of
clinker close to the kiln exit, in order to reduce Fe(‘‘‘) to Fe(‘‘). This reduction is rigorously avoided
in gray cement production, because of the deleterious effect it can have on clinker quality.

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But in white clinker production, where the iron content is low, this is not an issue. Subsequently, in
order to prevent the re-oxidation of the iron, "quenching" is performed. This consists of rapidly
lowering the clinker temperature from d{00°C to below 00°C in a few seconds, as it leaves the kiln.
This usually involves dropping it into cold water. This contributes to the relatively poor energy
efficiency of the process, since the sensible heat of the clinker is not recycled as in normal clinker
manufacture.

C

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The clinker is next ground to cement (perhaps after a drying stage). Here calcium sulfate is added to
control set, in the form of a high-purity grade of gypsum or anhydrite. ‘n some specifications (not
ASTM), a small amount of

titanium dioxide may be added to improve reflectance. At all stages, great care is needed to avoid
contamination with colored materials.

#"
&



White Portland cement differs physically from gray cement only in terms of its color. ‘ts setting
behavior and strength development are essentially the same as that expected in gray cement and it
meets standard specifications such as ASTM C d0 and EN d
. ‘n practice, because much white
cement is used in pre-cast concrete products, it is commonly made to a high-early strength
specification such as ASTM C d0 Type ‘‘‘. This aids concrete manufacturers' production rate.
Higher potential strength also helps to counteract the strength-diminishing effects of pigment
addition. ‘n addition to the usual specifications, manufacturers guarantee the whiteness of the
product, typically in terms of a reflectance measurement, such as L*a*b L-value, or tristimulus. ‘n
the latter case, because off-color white cement tends to be greenish, the Tri-› (green) value is used.
Because the color so much depends upon the "bleaching" and "quenching" operations, merely
specifying a low iron content does not guarantee good whiteness.






Y"# r &" r$

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Financial reports of company in financial year {008-09.

Mar '0  Mar '06 Mar '07 Mar '08 Mar '09

1{ mths 1{ mths 1{ mths 1{ mths 1{ mths

Sources Of Funds
Total Share Capital
9.9 69.9 69.9 69.9 69.9
Equity Share Capital
9.9 69.9 69.9 69.9 69.9
Share Application Money 0.00 0.00 0.00 0.00 0.00
Preference Share Capital 0.00 0.00 0.00 0.00 0.00
Reserves 6. {8 .98

 .

69{.{6 8 8.{7
Revaluation Reserves 7.08 18. 7 0
.7
{91.1  {77.8 
Net worth 9 .
67
.{8 8{0.11 1,0  .
1,186.0 
Secured Loans
7
.6 

.1

{9.9
8{.79
6.86
Unsecured Loans 79.78 110.
0 97.8{ 1{7.7
1{7. 

Total Debt   
.
   . 
 {7.76  10.   6
.
0
Total Liabilities 9
7.77 1,{{7.8{ 1,
7.87 1, 6 .87 1,7 0.
 
Mar '0  Mar '06 Mar '07 Mar '08 Mar '09

1{ mths 1{ mths 1{ mths 1{ mths 1{ mths

Application Of Funds
Gross Block 9{1.07 9 9.{0 1,0{9.
{ 1,089.1 1,{1 .7 
Less: Accum. Depreciation 17.8 61.{1 106.98 0.00 0.00
Net Block 90 .{
897.99 9{{.

1,089.1 1,{1 .7 
Capital Work in Progress 17.8
 6.90 16
. 9 1 .8
 .06
Investments 0.00 0.00 1 .91 9. 0 10.7

Inventories 66. 6 8 .98 110.01 11
.  1 6.1
Sundry Debtors
{.{7
6.1 6{.16  7.{6   .0

Cash and Bank Balance {7.79 {.6{
 .{  1
 .

1{ .{0
Total Current Assets 1 6.6{ 16{.7 {17.
{ 17.{ 1
. 7
Loans and Advances 106.81 11 . 9 176. 0   .8  98. 
Fixed Deposits
0. 6 { {.80 1
7.{8 0.00 0.00
Total CA, Loans & Advances {8 .79   0.9{  
1.00 671.06 91{.90

  
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Differed Credit 0.00 0.00 0.00 0.00 0.00
Current Liabilities { 8.79 {
7.{  {  .90 {89.6{ 8{.69
Provisions 0.00 1{.6 
1.7{  {.01
.7

Total CL & Provisions { 8.79 { 9.90 {97.6{
1.6
{6.

Net Current Assets { .00 {71.0{ {
. 8 {9.

86.
7
Miscellaneous Expenses 1.67 1.90 1.7
1.96 {.


Total Assets 9
7.7  1,{{7.81 1,
7.86 1, 6 .86 1,7 0.
6

Contingent Liabilities {{.09 1  .96 161.88 {99.99  81.86

Book Value (Rs.) 11.{7  0.90 7 .70 109.00 1{9.88

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EYCHMETH 

The first step in a marketing research process is to define the problem chosen for investigation. This
step is a very significant one, since it is said, ³A problem well defined is half solved´. Once the
problem is defined the next step, which is the research design, becomes easier. The research design is
the basic framework, which provides guidelines for the rest of this research process. ‘t is a map or
blue print according to which the research is to be conducted. The research design specifies the
methods for data collection and data analysis.

YE
EYCH ECTIVE 

Research always has a objective. Research has done for finding the solution of a problems or looking
for new ways of doing work.

My research objective is to find out ³CONSUMER BEHAV‘OUR ANAL›S‘S

REGARD‘NG J.K. WH‘TE CEMENT AND WALL PUTT›´.

‘ have to find consumer response for white cement and wall putty from the end user of product.

From this research tried to find out following points.

Mc Consumer awareness about product.

Mc What are main reasons they preferred white cement in comparison lime.
Mc What is there information search about the product?
Mc What are factors they like in product after using and before using.
Mc What is there response for product?
Mc There satisfaction level with product.

This ‘ have to find from this research.

My research only based on the consumer behavior analysis for cement and wall putty.


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TEYEEAYE*N
A research design is the arrangement of conditions for collection and analysis of data in manner that
aims to combine relevance to the research purpose with economy in procedure. In fact , the research
design is the conceptual structure within which research is conducted; it constitutes the blueprint for
collection, measurement and analysis of data. As such the design includes an outline of what the
researcher will do from writing the hypothesis and its operational implications to the final analysis of
data.
The research design used in the project is Exploratory Design. The investigation is carried upon the
selected area. The reason for choosing this design is to get responses from thecustomers so that the
company could discover new ideas trough
.

Y





  
  

Y


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AETEN*4E
A sample design is definite plan for obtaining a sample from a given population. It refers to the
technique or the procedure the researcher would adopt in selecting items for the sample. Sample
design may as well lay down the number of items to included in the sample i.e. the size of the
sample. Sample design is determined before data are collected. There are manysample design from
which a researcher can choose. Some designs are relatively more preciseand easier to apply than
others.
Random sampling method is used in the project.


"

 


A*N

[
 
  
[
 
 

Random sampling


 ((


 "

  Once an item selected for the sample, it cannot appear in the sample
again. It gives equal opportunity of getting into the sample.
N   ((


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 In non probability sampling item for the samples are selected
deliberately by the researcher, his choice concerning the items remains supreme.

"

 
The sample size has been fixed to  00 respondents. Cement & Wall Putty keeping in mind statistical
consideration and practical difficulties

60
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The task of data collection begins after a research problem has been defined and research design/plan
chalked out. While deciding about the method of data collection to be used for the study, the
researcher should keep in mind two types of data.
Primary Data
Secondary Data


T
 


 
A structured questionnaire as placed at Annexure




  






4


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1. Surveys 1. Observation




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THE T
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The source of the data has been according to the response of retailers which mainly includes
interviews of retailers & with the help of pre drafted questionnaire.
r
r 
The primary data are those which are collected afresh and for the first time, and thus happen to be
original in character.
Primary data is collected through
Mc Surveys
Mc Experiments
There are several methods of collecting primary data , particularly in surveys and descriptive
researches. ‘mportant ones are:
i.c Observation method,
ii.c ‘nterview method
iii.c Thorough questionnaires
iv.c Through schedules
And other methods which includes
a)c Warrant cards
b)c Distributors audits
c)c Pantry audits
d)c Consumer panels
e)c Using mechanical devices
f)c Through projective techniques
g)c Depth interviews and
h)c Content analysis.








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Secondary data is also of much significance in the research, secondary data are those data which
was recorded earlier by the researcher or other researcher¶s for further use.

Mc Websites
Mc Newspaper articles
Mc Brochures
Mc Pamphlets
Mc Magazines
‘n my research ‘ use both ways to collect data. Topic data is primary data collected through
questionnaire.

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Alambagh Aashiyana Charbagh

Telibagh Malihabad Dubagga
Balaganj Chowk Thakurganj
Kaisarbagh Cantt Road Gomti nagar
Jankipuram Sitapur Road Nishatganj
Mahanagar Chinhat Vikashnagar
Sadar Khurramnagar Daliganj
‘ndranagar Dasauli Kursi Road Ambarganj
Triveninagar Saadtganj Udaiganj
Thedi puliya Haiderganj Nakkhas

Khadra Daliganj Madioan





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engineers, contractors, painters.

.
M"  &


Each data is tabulated and analyzed with the help of percentage response, corresponding graphs are
made use of each data is evaluated and findings are recorded. The conclusion is drawn, and
suggestions are made.

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4  Do you know about white cement
(a) Yes (No).
Y" * Question1 has twp options & people give their response as
 00 respondents answer is !E.
0 respondents answer is N


It can be shown as in pie chart as:-







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Y
#

 *It is clear that all respondents have information about the white cement.
They are aware use of white cement in construction and white washing.


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90 people say ³YES´, it comes to 98%
10 people say ³NO´, it comes to {%
It can be shown as in pie chart as:-





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 * From the above result, it is clear 98 % respondents think white cement is
better than lime. It means white cement is most preferable product for white washing.

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(a) Price (b) Durability (c) Strength (d) Whiteness.
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(a) O people choose option (-out of 00--------------0
(b) 44
people choose option (!-out of 00----------- .

(c) 40 people choose option (-out of 00 ----------- {
(d) 00 people choose option (-out of 00--------- d00
‘t can be shown as in pie chart as:-

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$: - Mostly people choose option b, c, d. ‘t is clear that respondents are

understand the quality of white cement at comparison with lime. They understand the quality and
benefits from white cement.


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Mc [d out of 00 choose option !1111113.37
Mc {4 out of 00 choose option 111111/27
Mc [
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$:1The all medium of providing the information is capable to aware the
customers about the product. This result shows that customers main source of information search are
basic medium in cement industry. ‘t also shows that J.K. marketing department & J.K. sales force are
doing very good job on their front.


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This is question has two options.
(a) Yes (b) No.
Y" *
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people used J. K. White Cement. It covers
8.6%.
Mc { 7 people not used J.K. White Cement which is  1.
%.

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 * From above chart it is clear generally people are using J.K. White
Cement. It shows people trust on J.K. white cement products and it is giving good competition to
other brand.

*N ' "

  


The respondents answer is:
Mc Other product used.
Mc No used so far white cement.

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White Cement. ‘t covers d00.
Mc d[ consumers like r"$ in J.K. White Cement out of {4[ those who used the J. K.
White Cement. ‘t covers
.
Mc  consumers like #r
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Cement. Which is 40?
Mc 4
consumers like 

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 of J.K. White Cement out of {4[ those who used the J. K.
White Cement. Which is 40?

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Cement .According to them they did not face any problem after using the product.

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Mc 117 respondents out of  00 said N




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Y
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 * The findings clearly show that J. K. Wall Putty has good recognition
between the customers and they know the use of putty. This means J.K. cement marketing
department and sale department doing better work. J.K. Wall Putty is second most known brand in
market.

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(a) Yes (b) No.
Y" *
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Mc -respondents (10.0{%) said N

It can be shown as in pie chart as:-




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It is clear from the results that consumers also know other brand of putty other than J. K. Wall
Putty. Customers take information for product of different companies.

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Mc {86 respondents ( 8 %) say N out of  00 respondents

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 * From above chart it is clear generally people are using J.K. Wall putty in
their life. It shows people trust on J.K. products.

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Mc {
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Mc {[d out of 00 choose option 111111/37
Mc {4[ out of 00 choose option 111111/37

‘t can be shown as in bar chart as:-

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$: 1 The all medium of providing the information is capable to aware the
customers about the product. This result shows that customers main source of information search are
basic medium in this industry. ‘t also shows that J.K. marketing department & J.K. sales force are
doing very good job on their front.



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those who used the J.K. Wall Putty.
Mc Option (b):- dd[ respondents (around [) like r!


 of J.K. Wall Putty out of {d4
those who used the J.K. Wall Putty.
Mc Option (c):- d respondents (around [) like r"$ in J.K. Wall Putty out of {d4those
who used the J.K. Wall Putty.
Mc Option (d):- d4
respondents (around  ) like w
"" in J.K. Wall Putty out of {d4
those who used the J.K. Wall Putty.

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$: - Results show that people like w
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Cement. ‘t has good image in respondents. J. K. cement ltd is on their standards.


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Mc   users say Good. It covers {%.
Mc 11 users say Better. It covers  %.
Mc 198 users say Best. It covers 9 %.

The point given by users of J.K. wall putty. 8.9 (average)

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: - It is clear from the result that user of J.K. wall putty are satisfied with J. K.
products and J. K. Cement Ltd. quality control.

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4-/Are you satisfied with J. K. Wall Putty and White Cement

(a) Yes (b) No.

Y"  

Mc 98.70 % user of J. K. cement and J. K. wall putty say YES.

Mc 01. 0 % user of J. K. cement and J. K. wall putty say NO.



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: -Mostly user of J.K. Products are satisfied with product performance.

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Mc Keep the price of products stable.
Mc Maintain the quality of products.
Mc Make sure availability of products in all area of Lucknow.
Mc More promotional activities for products.






























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‘, Mohit Shukla doing summer training in your esteem Organization during summer training,
have done retailer survey of ³)
"C""´ and 8)

 ´ in Lucknow Region.
Find that there is need of promotion techniques in most of the places in Lucknow ,here is no
any hoardings, wall paintings, boards as compare to leading competitor 9
r
9.
There is a need to apply the strong and effective promotion technique. ‘n so many areas
respondents said that they do not get J. K. products in retail shops. Following suggestions may some
worth to increase and exploit the market potential existing in these areas,

Ôc Need to supervise them periodically by seniors.

Ôc Make sure the quality of delivery.
Ôc Make sure availability of products in far rural areas timely.
Ôc Recognize and list all the potential painters from rural as well as urban areas and add
them in 
"r¶M""
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""
.
Ôc Need to increase the ³
"r¶ M""
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annually.
Ôc ‘nform the painters for meeting at least d days in advance.
Ôc ‘mproved packaging of the bag.
Ôc Provide Training to use of J. K. Products and give them r

$"r
&
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r from the organization at regional level. Which will help in marketing the
products among the applicators of the products

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Today the ‘ndian market has become very competitive towards White Cement & Wall Putty from the
emergence of new brands. There is a lot of competition tap the situation & growth tremendously in
the field.
The response of ‘ndian market towards the White Cement & Wall Putty is very positive & forward
looking.
The company can do much better by implementing these given suggestion:-
 c ‘nformation broachers should be given with the bag of Putty & cement so that
consumer can know how to use these products better & effectively.
{ c Advertisement play an important role in awareness of White cement &wall putty
consumer foremost television advertising is the basic gradient of awareness, but they
also pay the attention to magazine, wall painting and hoarding & effective painter
meetings.

c ‘ntroduce more choice of packaging i.e.: { kg. & d0 kg. Pack of putty.
 c ‘ntroduce colors pack which can be mixed easily with White cement & can be used in
wall painting.
 c There should be a customer care helpline related to the use of J. K. products.

31 Packaging of product should be more attractive and effective

to protect from moisture.
 1Keep working on quality of their product by latest technology.

- ‘n white cement segment only two brands are in market. So organization must be more
aggressive in creating the brand of products.
21 More effective relation with distributors and retailers because in this Kind of product
these are main tool of selling the product and telling the people about the product.
-Professionals/Painters provide more knowledge regarding the product quality and
applying method.

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There is very low price arbitrage in the dealings of Dealers and Retailers.
The rate at which consumer purchase the cement from the dealers retailer are also bound to purchase
the products at the same rate.
This causes a very complex situation for the retailers as consumers directly approach to dealers for
purchase instead of retailers. This adversely affects the business of retailers and their business fall
down.
This causes a break in the chain of dealer to retailer to consumer and retailer switch over from the
chain as consumer directly to dealers.

'c ‘mpossible to teach every customer of product technology and limitations.

'c Competition with other organization in market.
'c Retailer¶s inefficiency in promoting J.K. Brands.
'c Slow down in Real Estate Sector.
'c Government neglecnces towards cement industry.
'c Organization Policies.
'c More use of Paint in decorative segment.

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After analyzing the primary data it is found that goodwill of J K White cement product is very good
in the market. People know about J K & it¶s products & they are using J K products. People, who are
using J K Products, are satisfied with J K product only a few people (d.[0) are not satisfied with J
K products. Generally people believe that J K White cement product provides more whiteness and
strength in comparison of other brand & mostly people rate J K Product on at scales of marking.
‘t shows that the company image of J K White cement is very good in the market.





 















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Ôc Marketing Survey of end users.

Ôc Google.com
Ôc www.jkcement.com
Ôc www.mamm.com
Ôc www.ask.com
Ôc Word of Mouth
Ôc User and non-user




















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By MOH‘T SHUKLA
‘ntegral University
Lucknow. Y"# "¶
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