Presented bySAFEER P

About Company The India Cement Ltd was established in 1946 and the first plant

was setup at sankaranagar in Tamilnadu in 1949. India Cements was founded by S. N. N. Sankaralinga Iyer The company is headed by N. Srinivasan, Vice chairman and

managing director. The Company is the largest producer of cement in South India. The Company's plants are well spread with three in Tamilnadu

and four in Andhra Pradesh which cater to all major markets in South India and Maharashtra.

The Company is the market leader with a market share of 28% in the South. It aims to achieve a 35% market share in the near future. The Company has access to huge limestone resources and plans to expand capacity by de-bottlenecking and optimisation of existing plants as well as by acquisitions.

The Company has a strong distribution network with over 10,000 stockists of whom 25% are dedicated.

Factories At:

Market Leader in South India

Six decades of Experience Professional and Experienced Management Ability to acquire and integrate Plants and Processes Continues focus on Improving Operating Efficiencies

Purpose of the study To Study the number of cement or related counters

available in each centre To Find Prospective Retailers and convert them as

Dealers or Sub dealers To analyze the market position of Sankar cement in

Kozhikode Talk. To Know the rural markets and their preferences in

cement. To analyze the retailer preference of Sankar Cement To understand services offered by other brands To find the dealer’s suggestions if any with respect

to India Cements Ltd

Areas Covered Chathamangalam Koodaranji Mavoor Perumanna Peruvayal Olavanna Thamarassey Kodenchery Kadalundi Kakkoor Nanmanda Chelannur Kizhakkoth Kattippara Kodenchery Kunnamangalam Koduvally Madavoor Narikkuni Kodiyathur Kuruvattoor

Shop wise Classification

Total Number of shops coveredCement ShopsHardware ShopsPaintHollow BricksContractorsOthers

Total number of shops covered

603

Cement shops 273

Hardware 228

Paints 42

Hollow Bricks 36

Contractors 8

Others 16

Market Presence of Each Brand

9%

21%

10%9%6%

12%9%

21%SankarAccRamcoChettinadDalmiaMalabarUltratechAndhra Brands

1Sankar 582Acc 1423Ramco 664Chettinad 635Dalmia 426Malabar 837Ultratech 61

8Andhra Brands 163

No of Shops With Each Brand

Presence of Sankar CementsPANCHAYAT MARKET POSITION

UNNIKULAM AVERAGEKATTIPARA AVERAGETHIRUVAMBADI AVERAGEPERUVAYAL WEEKPUDUPPADI STRONGNANMANDA WEEKMUKKAM AVERAGEOLAVANNA AVERAGENARIKKUNI STRONGPERUMANNA WEEKMAVOOR WEEKKOODARANJI STRONGKUNNAMANGALAM WEEKKODUVLLY WEEKKADALUNDI STRONGOMASSERY WEEKCHATHAMANGALAM WEEKKURUVATTOOR AVERAGE

Strength Dominant player in all key south Indian

Markets Brand Strength allow Premium Pricing Value for money

Weekness Not widely available No Promotional Activities No After Sales Service (Technical

Assistance) Low demand Rumors regarding the quality of Sankar

Cements Sub dealers of Sankar cements are

Interested to sell other brands

Threats Entrance of Andhra brands for cheap

price High rivalry among firms Increasing Bargaining Power of Dealers

Opportunities Now a days cement industry is witnessing major change

in purchase quantity. The share of small purchase have been rising. So, Direct retail selling will be helpful

Marketing campaign with the help of advertisement will help to boost up the sales

Availability of sankar cement is very week in kozhikode region. Concentration on small scale players in rural areas will get wide reach

After sales service like, Technical assistance, will help to boost sales

Consider contractors and concrete labors in Marketing which will help to get Product reference

Change the dealers mind from satisfied to delighted

Competitor AnalysisACC RAMCO Trusted brand High demand Widely available Better service Mass advertisement Satisfied dealers and

customers.

Brand name Widely available Mass Advertisement Better service

Competitors Promotional Activities

Advertisement Technical Assistance Concentrated

marketing Flexible Pricing