DECLARATION

I hereby declare that this project work entitled “AN ANALYSIS OF DALMIA
CEMENT” submitted by me for the award of the degree of BACHELOR OF
BUSINESS ADMINISTRATION a record of the project work done by me.

Place: (LALHRIATPUIA)
Date:
 ACKNOWLEDGEMENT

We are deeply indebted to Dr. Josephine Lalrindiki, HOD, Department of

Management for her moral support and her valuable guidance in completing
the project work.

We express our gratitude to our Principal Prof. J.V Nunchunga and Faculty
of Management for their encouragement and help throughout the course.

I am immensely grateful to my family and friends for their help and

encouragement.

LALHRIATPUIA
 TABLE OF CONTENTS

CHAPTER TOPIC PAGE NO

NO

Chapter-I 1. Introduction 1
1.2 Industry Profile 2

1.3 Company Profile 4

1.4 Objective of the Study 8

1.5 Scope of the Study 8

1.6 Limitations of the Study 9

Chapter-II 2. Research Design 9

2.1 Research Methodology 9

2.2 Sampling 9

2.3 Data Collection 9

2.4 Statistical Tools 9

Chapter-III 3. Data analysis 11

3.1 SWOT analysis 16

Chapter-IV 4. Findings 18

Chapter-V 5. Suggestions 19

Chapter-VI 6. Conclusion 19

References 20
Appendix 21
1. INTRODUCTION
Dalmia Cement is a reputed name in CEMENT INDUSTRY With a foundation as
early as 1935 Dalmia Cement (Bharat) Ltd. - DCBL blends the expertise and experience of 7
decades of growth. Paving the way to this growth is the “intellectual horsepower” of - our
management, our people that drives innovation and excellence at work. A warm, friendly,
open door culture coupled with the opportunities to work on the best areas is what motivates
us and heightens our efficiency

The Dalmia Group of Companies

Came into existence in India in the early 1930s as the Dalmia-Jain Group. Founded by
the late Ramkrishna Dalmia, with the assistance of his younger brother Jaidayal Dalmia and
his son-in-law Sahu Shanti Prasad Jain, the group’s activities included banks and insurance
companies, newspapers and publishing houses, aviation and railway companies, electric
supply companies, collieries, a motor car company, biscuits, cement, chemicals, distilleries,
dairy products, jute, paper, plywood, paints, refractories, sugar, textiles and others.

The Group’s greatest contribution to national development was in the emergence of

the Indian cement industry. Entering this area in 1936 as a challenge to the monopoly of one
powerful combine, the ACC Ltd., the Group set up several cement factories. Reflecting the
geographic expansion of the group and its presence in each corner of the country, cement
factories were set up in Dalmianagar (Bihar, East India), Dalmia Dadri (Haryana, North
India), Dandot (West Punjab, now in Central Pakistan), Dalmiapuram (Tamil Nadu, South
India), Karachi (Sind, now in South Pakistan), Rajgangpur (Orissa, East India) and Sawai
Madhopur (Rajasthan, North India).

In 1943, the Group established the Bharat Bank Ltd., which on the basis of authorised
capital, became the biggest bank of its time. Later it acquired controlling interests in the
Punjab National Bank and in the Times of India group of publications. At the time, the
Dalmia companies together ranked third among India’s major industrial groups after the
Tatas and the Birlas. In the automotive sphere, one company of the Group, Allen Berry & Co.
Limited, purchased the entire lot of American surplus disposal vehicles, numbering about
50,000, after World War II. This company ran vast workshops in various parts of India till the
1950s when it was disbanded.

1
 The Dalmia Family traces its roots to a town in Rajasthan, known as Chirawa.
Traditionally, the Dalmia Is belong to the community loosely known as Marwaris, a term
commonly used to denote businessmen hailing from the Shekhawati region of Rajasthan and
neighbouring districts of Haryana. Though Marwar is a geographical region and former
kingdom in Rajasthan, the term Marwaris gained coinage as a description of the business
community from Shekhawati rather than an indication of geographical origin.

Dalmia as a surname originated from a place name in Haryana but the Dalmia people
have now spread to many regions of India and abroad. No longer restricted to trading, they
follow other professions as well in modern times. The Dalmia Family, or the Dalmia Group,
usually refers to the blood-line and businesses of those who descended from the late
Ramkrishna Dalmia and the late Jaidayal Dalmia - industrial pioneers and the first prominent
businessmen to emerge on a global scale from the community.

Today, he family and its relatives have interests, among others, in media, industrial
explosives, cement, magnesite, sugar, olive and other edible oils, leisure resorts and hotels,
refractories, castings, cigarettes, soda ash, textiles, rigs and drilling equipment, non-
conventional and renewable energy and services such as inbound tourism, business process
outsourcing, software development and financial services. Total turnover of these companies
exceeds US$ 5 billion

1.2 Industry Profile

We believe that training and development are the foundation of successful careers and
successful businesses. Towards that end, DCBL organizes training programs in cement
manufacturing, maintenance, management development and safety under the umbrella of its
Regional Training Center (South) and the Shri Ramakrishna Dalmia Industrial Training
Centre at Dalmiapuram. Various other developmental programs are also run by DCBL for its
employee’s so that they can chart a growth pattern for themselves and explore their own
talents. The diverse offerings include programs for entry-level engineers, experienced
managers and specialized technology.

We are also striving to provide the best learning environment to our employees. We
have conducted assessment centers for all our employees from middle management upwards.
Basis of which we have carved out career and development plans for each and every

2
individuals to take them forward in life and work. We have tied up with Indian institutes such
as IIM A and international institutes such as CCL, IMD etc to provide the best learning
opportunities to our employees and upgrade their skills and knowledge.

REGIONAL TRAINING CENTER (SOUTH) - DALMIA CEMENT (B) LTD,

DALMIAPURAM

Regional Training Centre (RTC) is a training institution set up to provide need-based

training for personnel from Cement and Allied industries. The main objective of this RTC
Project is to establish a demand driven, economically viable training system for Operators,
Supervisors and Managers in Cement Industry. This Project aided by World Bank and Danish
International Development Agency (DANIDA) and has four Regional Training Centers
located across India. Dalmia Cement (B) Ltd. has been selected as one of the leadplants for
setting up a Regional Training Center for Cement Industry in South India.

To upgrade the knowledge, Skill and Attitude of personnel within the Cement
Industry so as to match the needs of modern environmentally sound and safe production
units. Systematic demand driven Training based on Training Need Assessment is conducted
at various cement plants. There are experienced trainers drawn from the Industry and Trained
by F.L.Smidth, Denmark, Technical Teachers Training Institute, Bhopal and Chennai.

Computer Based Training (CBT) is a unique feature introduced at the center and has
been highly appreciated by trainees as it gives them a graphical view of the subject and
allows them to learn at their own pace.

There are a total of 44 Training Packages were envisaged and further five
sophisticated computer based training packages have been developed making a total number
of 49. We also have an impressive facility with the best amenities. The Training Programmes
extend to provide training programs for Cement Core Plants and HR related programmes for
Cement as well as Non – Cement Industries also.

We also conduct Training Programme for Fresh Graduate / Diploma Engineers for
Cement Industries at Overseas. We have recently completed Training for Star Cement
Industry, Dubai and Malaysia. We also provide proper Consultation and necessary Guidance
while the problems faced in Cement Industries wherever required.

3
SHRI RAMAKRISHNA DALMIA INDUSTRIAL TRAINING CENTRE

It was a mindset of Dalmia Cement management to set up an educational institution to

impart and develop basic technical skills among the children of employees and others in and
around the communities of Dalmiapuram to cater the needs of industrial sector in this region.
The right opportunity came in 1992 during the Golden Jubilee celebrations of Dalmia Cement
when the union representing our employees made a formal appeal. Without any delay, the
management formulated a plan and thus the long cherished desire and dream of all was made
a reality. The result was the birth of Shri Ramakrishna Dalmia Industrial Training Centre in
1992. This Centre is registered under Dalmia Education Society and affiliated to Directorate
of Employment and Training, New Delhi.

The objective has been to develop personnel with high skill with the vision,
innovation and imagination for catering modern management requirements.

The curriculum focuses on branches of Engineering which are the need of the
Industries presently. And provides courses in Instrument Mechanic And Mechanic Motor
Vehicle. We provide one of the best training not just to our employees, but also to the people
who require the same in the community.

1.3 Company Profile

Dalmia Group of companies is existing in the business since 1930,s with unstinting
efforts towards quality and credibility. The Group has achieved many milestones with various
business interest and far sightedness.

The Group has its offices in most of the states being run by most competent staff,
total staff strength of more than 200 + employees across different regions making it one of
the most successful and strong business group in India •With our strength, experience and
mission to provide better sales and service support to India, we have emerged as market
leader in varied fields of modern day business.

We are into manufacturing and distributing of Various products of Multinationals like Sony
Recording Media, Casio Computer Co. Ltd. Japan, National Distributors for Casio and Sony

4
products; we are also the National Distributors of WorldSpace Digital satellite radio, Senao
Intl Taiwan and distributors for many brands of CDMA and GSM mobile phones.

We take "Security" as one of the thrust areas in India and supported by the Govt of India. We
proud to be the channel partner of Esmart Holding, singapore which are the world leader in
security and digital surveillance and wireless intrusion systems with the turn over of more
than USD 500 million. Our transportation and Security div is handling all kinds of products
like :

 Complete green fuel and environment solutions to govt. of India like CNG, LPG,
ETHANOL etc. (Conversion kits, Cylinders and accesorries)
 GSM based vehicle tracking from Netstar South Africa
 GPS vehicle tracking for Police and Civilians
 Container scanners from A S & E USA for Indian Ports
 Perimeter Security from D- Fence Israel
 Wireless network & surveillance Cameras from Senao Taiwan
 Solar Studs and reflectors
 Riot control equipment and from Israel
•We have a well-established Distributor and Dealer Network all across India, Covering Delhi,
Rajasthan, Greater Punjab - (Punjab, Haryana, Himachal Pradesh and Jammu and Kashmir),
Uttaranchal, Uttar Pradesh, Madhya Pradesh and Bihar, Madhya Pradesh, Maharastra, Tamil
Nadu, and other southern states.
Some of the companies of the group are –
Company: Almighty Techserve

Profile: This is the group company which provide complete solution for Green fuel and
environmental solutions to the Govt. of India and private corporate for improvement of
indian environment. The comapny is exclusive distributor for many multinational from Italy,
Argentina, Brazil and China. The company provides complete solution and hardware like
conversion kit CNG/LPG, Storage Solution Type I - Type II. It has distributor network all
over india including fitment center.

The company is also involved into providing technical and after sales support for the various
products imported by Dalmia Group with its service centres at different and strategically

5
important towns in India catering to a large geographical area, with a staff strength of
engineers and technicians.

Company: Almighty Impex Pvt ltd.

Product: High security registration number plates and High tech stolen vehicle recovery
devices.
Profile: The new company has entered into High Security License Plate business and fast
growing activities in the similar field. Further the company has entered into a strategic tie up
with the world leaders in South Africa for "Stolen Vehicle Recovery Devices" based on RF
technology.

Further the Company provides gamut of Security Services and Hardware's for Todays
Unpredictable world. We provide complete Wireless Surveillance and Security solutions
from Households to Corporate to Govt.

Profile: The Company has been engaged in the business of Real Estate Development and
Financing Activities. The Promoters and their teams of the Associated Group have the
relevant professional, educational and business backgrounds with a rigorous work experience
of over 25 years.

Location: Mumbai
Company: Bhatinda Tracom Pvt. Ltd.
Product: Trading, Imports and exports.

Profile: The company is trading arms of the group supporting all technology and activities
specially imports and exports for various manufacturing products.

Company :Bimex Trexim Pvt. Ltd.

Product : Stock exchange and share market.

Profile: The Company is engaged in active share market and stock trading in the trading stock
exchange and commodity exchange also deals in various traffic solutions and enforcement
products for Indian government.

Company: Database Software Solution Pvt. Ltd.

6
Product : turnkey software programming and solutions

Profile: Basically the company has its base in Software programming and industrial financial
consultancy.

Location: Mumbai

Company: Indian Galvanic Cyrium Foils Ltd.

Product: Micro thin Electro deposited Copper Foils

Profile: An unique manufacturing plant in India producing "Electro deposited Copper Foils'
to be used in manufacturing of Copper Foils for PCB laminates. This unit is very closely
monitored by well qualified and experienced technical staff with meticulous planning and
scheduling which accorded us the uniqueness probably very few has this kind of technology.
Location: Gandhidam, Gujarat

Profile: A mumbai based company with its branch offices in all the metro’s engaged in
trading activities of different products including computer software, computer peripherals and
telecom products. The company is venturing into Export business and sourcing of bulk
commodities from the overseas market for the Indian consumers.
Product Profile
What is cement?
Cement is a fine, soft, powdery-type substance. It is made from a mixture of elements that are
found in natural materials such as limestone, clay, sand and/or shale. When cement is mixed
with water, it can bind sand and gravel into a hard, solid mass called concrete.
Cement can be purchased from most building supply stores in bags. Cement is usually gray.
White cement can also be found but it is usually more expensive than gray cement. Cement
mixed with water, sand and gravel, forms concrete. Cement mixed with water and sand,
forms cement plaster. Cement mixed with water, lime and sand, forms mortar.
Cement powder is very, very fine. One kilo (2.2 lbs) contains over 300 billion grains,
although we haven't actually counted them to see if that is completely accurate! The powder
is so fine it will pass through a sieve capable of holding water.

How is it made?

7
Steps involved in production of cement
1.) Limestone is taken from a quarry. It is the major ingredient needed for making cement.
Smaller quantities of sand and clay are also needed. Limestone, sand and clay contain the
four essential elements required to make cement. The four essential elements are calcium,
silicon, aluminum and iron.
2.) Boulder-size limestone rocks are transported from the quarry to the cement plant and fed
into a crusher who crushes the boulders into marble-size pieces.
3.) The limestone pieces then go through a blender where they are added to the other raw
materials in the right proportion.
4.) The raw materials are ground to a powder. This is sometimes done with rollers that crush
the materials against a rotating platform.
5.) Everything then goes into a huge, extremely hot, rotating furnace to undergo a process
called "sintering". Sintering means: to cause to become a coherent mass by heating without
melting. In other words, the raw materials become sort of partially molten. The raw materials
reach about 2700° F (1480°C) inside the furnace. This causes chemical and physical changes
to the raw materials and they come out of the furnace as large, glassy, red-hot cinders called
"clinker".
6.) The clinker is cooled and ground into a fine gray powder. A small amount of gypsum is
also added during the final grinding. It is now the finished product - Portland cement.
The cement is then stored in silos (large holding tanks) where it awaits distribution. The
cement is usually shipped in bulk in purpose-made trucks, by rail or even by barge or ship.
Some is bagged for those who want small quantities.
1.4 OBJECTIVE OF THE STUDY

To study the performance of the company focussing on the satisfaction levels of the Dealers.
1.5 SCOPE OF THE STUDY

This study is to gather information about dealers’ satisfaction level and to identify the
satisfactory aspects through which the Brand marketers can develop.

This research will provide valuable information on awareness of Dalmia cement, on which
the company can alter the strategy if necessary. The research will highlight the dealer
response towards Dalmia. This will help the Particular Company to make any changes in the
strategy.

8
1.6 LIMITATIONS OF THE STUDY
Even though the research is conducted sincerely and systematically it is subject to
following limitations.
• Sample size taken for the study is very less when compared with the total subscribers.
• The study was conducted during a short period of time.
• The scope of the study is restricted to the primary data which was obtained from the
respondents.
The research situation that existed at the time of collection of data may affect the research
conclusions
2. RESEARCH DESIGN
2.1 RESEARCH METHODOLOGY
A careful investigation or inquiry specially through search for new facts in any branch of
knowledge.

2.2 SAMPLING

A sample of 36 dealers was selected using sample random sampling technique.

Simple random sampling method was used for the collection of data.

2.3 COLLECTON OF DATA

The information present in this report has been drawn both from primary and
secondary data.

(i) Primary Data

Almost all of the information presented in the report is primary data, i.e., the data collection
from the market. The primary data has been collected through a structured questionnaire.

(ii) Secondary Data

Secondary data has been collected from various source such textbooks, articles in
magazine and website

2.4 TOOLS FOR ANALYSIS

Percentage Method.

The collected data has been processed and analysis to isolated important information.
Simple average and percentage have been used to arrive at the finding. Percentages are used
in the marketing comparison between two or more same data. Percentage are used to describe
relationship: same the percentage reduce everything to a common base (say 100) it allows a
meaningful/interpretation.

9
Percentage= (No. of respondents/Total no. of Respondents)*100

10
3. DATA ANALYSIS

Number of years engaged in business

Table: 1

S.No Years No. of Respondents Percentage

1. Below 10 8 22
2. 10 to 20 18 50
3. 20 to 30 6 16
4. Above 30 4 11
5. Total 36 100

Chart: 1

No. of Respondents
20
18
16
14
12
10
No. of Respondents
8
6
4
2
0
Below 10 10 to 20 20 to 30 Above 30

INFERENCE

22% of respondents are Below 10

50% of respondents are 11-20

16% of respondents are 21-30

11% of respondents are Above 30

11
 Type of building material in stock

Table: 2

Sl .No Materials in Stock No. of Respondents Percentage

1. Cement only 4 11
2. Cement, Brisk, Sand and Chip Stones 8 22
3. All the above with Hardware’s and paint 17 47
4. Others 7 19
5. Total 36 100

Chart: 2

No. of Respondents
18
16
14
12
10
8
6 No. of Respondents
4
2
0
Cement only Cement, Brisk,Sand All the above with Others
and Chip Stones Hardwares and
paint

INFERENCE:

11% of respondents are Cement

22% of respondents are Cement ,Sand, Bricks and chip stones

48% of respondents are All the above with hard ware and paint

19% of respondents are Others

12
 Mode of sales

Table: 3

Sl .No Mode of sales No. of Respondents Percentage

1 Only Wholesales 3 8
2 Only Retail 4 11
3 Both 29 81
4 Total 36 100

Chart: 3

No. of Respondents
35

30

25

20
No. of Respondents
15

10

0
Only Wholesales Only Retail Both

INFERENCE:

8% of respondents are selling cement only in Wholesale

11% of respondents are selling cement only in Retail
81% of respondents are selling cement in Both Wholesale and Retail

13
 Which brand is affordable?
Table: 4

Sl .No Brand Name No. of Respondents Percentage

1. M.C.L 12 33
2. I.C.L 5 14
3. D.C.B.L 4 11
4. C.C.C.L 8 22
5. Ultra Tech 3 9
6. Others 4 11
7. Total 36 100

Chart: 4

No. of Respondents
14

12

10

6 No. of Respondents

0
M.C.L I.C.L D.C.B.L C.C.C.L Ultra Tech Others

INFERENCE:
33% the respondent says that MCL is affordable
14% the respondent says that ICL is affordable
11% the respondent says that DCBL is affordable
22% the respondent says that CCCL is affordable
9% the respondent says that Ultra tech is affordable
11% the respondent says that Other cements is affordable

14
 Average Potential (Tones per month)
Table: 5

Brands M.C.L I.C.L D.C.B.L C.C.C.L Ultra Tech Others Total Potential

Predicted monthly sales 3115 770 500 2090 650 290 7415

Chart: 5

Predicited monthly sales

3500

3000

2500

2000
Predicited monthly sales
1500

1000

500

0
M.C.L I.C.L D.C.B.L C.C.C.L Ultra Tech Others

INFERENCE:

42% of respondents Prefer M.C.L

10% of respondents Prefer I.C.L

6% of respondents Prefer D.C.L

28% of respondents Prefer C.C.C.L

9% of respondents Prefer Ultra Tech

4% of respondents Prefer Others

15
3.1 SWOT ANALYSIS:

The SWOT analysis for Dalmia cement is as follows:

STRENGHTS:

 Right strategy for the product.

 Superior customer service VS. Competitors.
 Great Brand Image.
 Products have required accreditations.
 High degree of customer satisfactions.
 High degree of customer satisfaction.
 God place to work.
 Lower response time with efficient and effective service.
 Dedicated workforce aiming at making a long-term career in the field.

WEAKNESSES:

 Customer service staff needs training.

 Processes and systems, etc.,
 Management cover insufficient.
 Sectorial growth is constrained by low unemployment levels and competition for
staff….

OPPORTUNITIES:

 Profit margins will be good.

 Could extend to overseas broadly
 New specialist application.
 Could seek better customer deals.
 Fast-track research centre to create opportunities for developing techniques to provide
added-value services.

16
THREATS:

 Legislation could impact.

 Great risk involved
 Very high competition prevailing in the industry.
 Vulnerable to reactive attack by major competitors.
 Lack of infrastructure could constrain investment.
 High Volume/Low cost market in intensely competitive.

17
4. FINDINGS
 22% of respondents are engaged in business Below 10 years
 50% of respondents are engaged in business 10 to 20 years
 16% of respondents are engaged in business 20 to 30 years
 11% of respondents are engaged in business Above 30 years
 11% of dealers are maintaining the stock only cement
 22% of dealers are maintaining the stock cement, Brisk, sand and Chip stones
 47% of dealers are maintaining the stock cement, Brisk, sand, Chip stones, Hardwares
and paints
 19% of dealers are maintaining the stock other materials
 8% of the dealers are selling cements only through wholesales
 11% of the dealers are selling cements only through retail market
 81% of the dealers are selling cements through both wholesale and retail market
 Market share of MCL is 42% in Theni district
 Market share of ICL is 10% in Theni district
 Market share of ICL is 10% in Theni district
 Market share of DCL is 6% in Theni district
 Market share of CCCL is 28% in Theni district
 Market share of Ultra Tech is 9% in Theni district
 Market share of Other cement brands is 4% in Theni district

18
5. SUGGESTIONS
From this study, we can understand the marketing strategy of different competitor their
customer service and dealers level of satisfaction. Most of the dealers are not satisfied with
the delivery time. The promotion of good may not reach them in optimum stage. The major
key to note is that Dealers are mainly focus on price fluctuation and supply of goods
according to their demand. And the customers are not aware of the product and their quality.

6. CONCLUSION:
A study of Financial Performance of the selected cement industries viz. Dalmia cements
(Bharat) Limited and India cements limited reveals the satisfactory level as a whole. Though
there are fluctuations in profit, the companies are running with normal profit margins. The
dividend paid to the shareholders is not bad but there is need for improvement. The net worth
and capital employed have been rise carefully by the management of the companies; the debt
to equity ratio has been ordinarily performed. The companies may take necessary steps to
maintain and reduce the operating costs effectively.

19
 REFERENCES

www.google.com
www.wikipedia.com
www.dalmiacement.com

20
 APPENDIX

Questionnaire
MARKET SURVEY ON CEMENT INDUSTRY

Dealer’s Name: _____________________________

Contact Number: _____________________________

Address: ______________________________

______________________________

_______________________________

Tick or fill the relevant options against the given alternatives.

1. For how many years you are engaged in this business?

2. What kind of building materials do you keep?

A. Cement only __

B. Cement, sand, Bricks and Chip Stones.___

C. All of the above with other hard wares and paints.__

D. Specify if any other._______________________________

3. Mode of Sales

A. Only Wholesale

B. Only Retail

C. Both

4. Which cement is Affordable?

A. MCL

B. ICL

C. DCBL

D. CCCL

21
E. Ultra Tech

F. Others

4. Average potential (tones per month)

Potential Type M.C.L I.C.L D.C.B.L C.C.C.L Ultra Others

Tech
W.Sale Retail

5. Out of the current brands I mostly prefer?

Brand Rating

MCL

ICL

DCBL

CCCL

Ultra Tech

6. How you going to expand your Business?

A. Invest in same Business

B. Other brand Dealership

(If yes Brand name _____________)

C. Investment in other Business

7. Feedback

22