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ACC CONCRETE LIMITED
A report submitted in the partial fulfilment of therequirements of the PGDM program
Academic Year 2011-13
INTERNATIONAL SCHOOL OF BUSINESS AND MEDIA
By
Adarsh Joseph
12078
A REPORT
ON
MAPPING OF TOP RESIDENTIAL CUSTOMERS OF
U.P/EAST SOUTH DELHI
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BY
ACC CONCRETE LIMITED
A report submitted in the partial fulfilment of the
requirements of the PGDM program
Submitted To :-
Mr. NAVNEET CHADDHA
TERRITORY SALES MANAGER
DELHI (NCR)
ACC CONCRETE Ltd.
SUBMITTED ON :- 9.6.2012
Submitted by :-
ADARSH JOSEPH
12078
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ACKNOWLEDGEMENT
The beatitude, bliss and euphoria that accompany the successful completion of any task
would not be complete without the expression of appreciation of simple virtues to the
people who made it possible.
It is my great pleasure in taking this opportunity to express our sincere thanks
and deep sense of gratitude towards our honourable and respected Company guide Mr. Navneet
Chaddha (Territory Sales Manager) , who has given us valuable guidance constructive criticism,
kind advice and constant encouragement to learn important concepts of concrete industry and for
providing me this project work.
The final project report is submitted to International School of Business & Media for partial
fulfilment of Post Graduate Diploma in Business Management (PGDBM).
I would like to thank all my colleagues and also my batch mates whose encouragement and
ideas enriched my project.
ADARSH JOSEPH
12078
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CERTIFICATE
Certified that this project report Mapping of Construction Site in NCR is the bonafide work of
Adarsh Joseph (12078) who carried out the project work under my supervision in partial fulfilment of
the requirements for the award of the masters in business administration in Marketing.
SIGNATURE
Mr.Navneet Chaddha
Area Teritory Sales Manager
ISB&M
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TABLE OF CONTENTS
Chapter No. Subject Page No.
Ch. # 1.0 Executive Summary 6
Ch. # 2.0 Research Methodology 8
2.1 Primary Objective(s). 8
2.2 Hypothesis 8
2.3Research Design 9
2.4Sample Design.. 10
2.5Scope of the Study. 11
2.6Limitations. 12
Ch. # 3.0 Company Profile . 13
Holcim Profile.. 14
Advantage & Disadvantage RMC 18
Ch. # 4.0 RMX Business Process Flow................ 19
Concrete mix design 23
Coast of row material. 30
Transportation cost... 34
Ch. # 5.0 Swot Analysis . 38
Ch. # 6.0 Data finding Analysis 39
Ch. # 8.0 Parameter wise analysis ofcompetitors 41
Ch. # 9.0 Recommendation.......... 44
Ch #10.0 Bibliography............................................ 45
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1-Executive Summary .
Concrete is one the most important raw material for the construction industry. Without concrete construction
industry cannot survive. Use of concrete started from the way back Roman Civilization. Previously concrete
was made at the site which was known as Site Mixed Concrete. This procedure is still very famous. But now
days it is not possible for construction companies to produce the concrete at the site because it takes a lot of
time.
Therefore they prefer to use Ready Mixed Concrete. Ready mixed concrete companies produces concrete at
their plant and transfer that concrete to the site ready to be used by the builder. One of the places in India
where construction is at boom is the Delhi/NCR region.This is the place where development goes on round the clock and that is why construction is at its peak.
Therefore the requirement of Ready mixed concrete is huge over here . In 2010 India got the permission to
host the Commonwealth games. For this reason construction was increased in fourfold way in the
Delhi/NCR region which was the host city for the Commonwealth games. For that Commonwealth games
new stadiums, competition venues, non-competition venues, Media center , training venues, roadways etc
were been build. Therefore requirement of concrete was increased tremendously. This gave an opportunity
for the RMC (Ready Mixed Concrete) companies to gain a huge profit. The RMC companies were changed
a handsome amount from the construction companies .This opportunity given RMC company enough time
to fix there roots in the NCR region. And the construction companies had no other option and therefore
gave what the RMC companies were charging because time for the construction to be completed was little.
Therefore at this situation Delhi/NCR region saw the sale of huge amount of concrete at a very high price.
But this situation changed after common-wealth. The requirement for concrete is gone down hugely. The
fall in the demand for Ready Mixed Concrete will be nearly 50000 cubic meters per month. That is why
after the construction boom for common-wealth people are calling Delhi/NCR market as a diminishing
market or in other words as shrinking market, because the requirement for concrete was reduced a lot.
In the diminishing market customers are not going to buy concrete if suppliers charge a huge amount of
money. Therefore prices have to be reduced. But reduction in price is not an easy task. Production of
concrete depends on many raw materials such as cement, sand, aggregates, admixture etc. Therefore price of
concrete depends heavily on the prices of these raw materials. And if we could see the trend analysis of the
prices of these raw materials we will notice that their prices have increased gradually. Therefore it becomes
a great challenge for a marketer to decide at what price they should sell their finished product i.e. concrete.
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This is being reflected by the decreasing market share, and better profitability ratios It is appreciable that the
ACC Concrete is finally being noticed across RMC Sector maintaining its legacy in market constituents
without compromising in quality A particular assessment in RMC industry issues such as performance,
structural strength, along with the identification of real capabilities are almost mandatory to ensure that
equilibrium between price paid and value realized is reached to the maximum possible limit.Due to
increasing overwhelming competition in RMC, understanding the customer perception about the service
quality is becoming mandatory nowadays and understanding of customer perception is of prime importance
in RMC sector.
The ACC RMC are creating a cut throat competition to the NCR RMC competitors through their initiatives
in order to fulfil the customer expectation and thereby gaining a cutting edge advantage
This study compares various RMCs in the terms of customer perception of their sector.
With increasing competition among the RMCs , the need to gain competitive advantage have become
exceedingly imperative for their survival .From the customers perspective "the recent development(
upcoming of large multinational companies and increased innovations )have created a great deal of
indecisiveness in RMCs from each other in the terms of their quality of services .
This growing scenario makes it compulsory for the RMCs to identify customer perception of service quality,
which has a strong relation with customers behavioural intentions. This would facilitate the process the
process of categorizing determining and measuring, controlling and thereby improving the customer
perception in respect of service quality of concrete. This study is based on the mapping of Customers of
(Concrete s) in New Delhi /NCR region on the basis of there quantity of usage ,up coming projects etc,.
. Through this case study it has been analyzed that for the betterment of the backbone (constructors) in NCR
region .This transformation have been a great success both in terms of market share as well as profitability
for RMX Companies.
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RESEARCH METHODOLOGY
2) Problem Definition:
The problem of thrust that is considered in this project is to find out the reasons why ACC Concrete is
mostly perceived same as other completers , most of the people think that ACC concrete and normally
manufactured concrete are one and the same thing in spite of being a separate concrete quality and service.
The other problem is to mapping out the construction sites who can be future customer and making the more
awareness of how ACC is different form others . The various RMC in market are loosing out their market
share to the high-end players. The additional problem that we need to analyze is as to which class of
constructors is to targeted and what kind of customer and what they should target.
2.1) Primary objective:
To give a snapshot of the Ready Mix Concrete in India
To understand the pricing policy adopted by ACC.
To know how ACC able to compete his competitors instead of having premium pricing.
To analyze the scope of RMC in NCR region : this will help in determining the scope and future of ACC
RMCs in NCR regional market.
Secondary objectives:
To conduct market feasibility for ACC concrete in NCR: this will help in determining the awareness of
ACC concrete as separate from the other competitors.
Research Question:
a) Why ACC is not able to be recognized as same ability of feasibility without compromising in quality?
b) What is the reason for declining market share in ACC concrete ?
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2.2) Formulation of Hypothesis.
Ho [null hypothesis]: customer satisfaction and quality criteria is governed entirely by the services being
offered by the ACC concretes ,like various schemes and pricing schemes .customer satisfaction is directly
related to the profitability of the organization.
H1 [alternative hypothesis]: the above stated hypothesis has no relation with the profitability of the
organization.
2.3) Research Design
Descriptive studies are undertaken when the researcher is interested in knowing the characteristics of certain
groups such as constructors ,builders ,quantity they used , a descriptive study may be necessary in other
cases where a researcher is interested in knowing the proportion of the contractors in a given area who have
behaved in a particular manner, making projections of a certain thing, or more variables. The objective of
such a study is to answer the who, what, when, where,and how of the subject under investigation.
Methodology
Sources of data
The data has been collected in two ways.
Primary data
Secondary data
Primary data: -
Primary data are those, which are collected for the first time, and they are original in character. I havecollected these from the respondents in order to study a particular problem.
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Secondary data: -
The secondary data are those, which are already collected by someone for some purpose and areavailable for the present study. These data have been collected from internet, library, books, etc.
2.4) Sample Design
Sample plan: -
Sample universe: -
The sample universe is that of relevant for this project includes some of the customers from different
concrete providers in Delhi /NCR.
Sample Site: -
Delhi/NCR was selected for research project and filling up of the questionnaire from the different customers
for the purpose of competitive analysis of loan providers.
Sample Size: -
Sample Respondent size
ACC Concrete 5
Ultra tech 10
Lafarge Ltd, 20
Others 55
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Tools of data collection
Questionnaire method:
Questionnaire is used as tools to get the information from the sample. The questionnaire contains 11questions and the samples were approached individually and responses were recorded in
questionnaire form.
Observation method: -
For this study the observation method was also used to know the awareness of ACC concrete which
have been misinterpreted as same as most of the competitors.
2.5) Scope of the study
1) To find out the reason for which ACC concrete is considered to be same as others.
2) To find out the reason for which the revenues were dropped in the last financial year.
3) To find out the overall customers and ACC concrete ranking in Delhi /NCR region.
2.6)Limitations:
Reliability of the Information
The major draw back of the study is reliability of the information. The information may be vague or
misleading. This is due to unwillingness of the respondent and dislike for the publish ment of the
confidential data.
Survey Tool
To generate information the survey tool used for the study is the survey questionnaire. The limitation of the
questionnaire is to limited to the number of question(11).
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5-Company profile :-
ACC (ACC Limited) is India's foremost manufacturer of cement and concrete. ACC's operations are spread
throughout the country with 16 modern cement factories, more than 40 Ready mix concrete plants, 20 sales
offices, and several zonal offices. It has a workforce of about 9,000 persons and a countrywide distribution
network of over 9,000 dealers.
Since inception in 1936, the company has been a trendsetter and important benchmark for the cement
industry in many areas of cement and concrete technology. ACC has a unique track record of innovative
research, product development and specialized consultancy services. The company's various manufacturing
units are backed by a central technology support services centre - the only one of its kind in the Indian
cement industry.
ACC has rich experience in mining, being the largest user of limestone. As the largest cement producer in
India, it is one of the biggest customers of the domestic coal industry, of Indian Railways, and a
considerable user of the countrys road transport network services for inward and outward movement of
materials and products.
Among the first companies in India to include commitment to environmental protection as one of its
corporate objectives, the company installed sophisticated pollution control equipment as far back as 1966,
long before pollution control laws came into existence.
Today each of its cement plants has state-of-the art pollution control equipment and devices.
ACC plants, mines and townships visibly demonstrate successful endeavours in quarry rehabilitation, water
management techniques and greening activities. The company actively promotes the use of alternative
fuels and raw materials and offers total solutions for waste management including testing, suggestions for
reuse, recycling and co-processing. ACC has taken purposeful steps in knowledge building. We run two
institutes that offer professional technical courses for engineering graduates and diploma holders which are
relevant to manufacturing sectors such as cement. The main beneficiaries are youth from remote andbackward areas of the country. ACC has made significant contributions to the nation building process by
way of quality products, services and sharing expertise. Its commitment to sustainable development, its
high ethical standards in business dealings and its on-going efforts in community welfare program have won
it acclaim as a responsible corporate citizen. ACCs brand name is synonymous with cement and enjoys a
high level of equity in the Indian market. It is the only cement company that figures in the list of Consumer
Super Brands of India.
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ACC vision
To be one of the most respected company of INDIA recognized for challenging conventions
and delivering on our promise.
ACC MISSION
Leadership- Maintain our leadership of the Indian cement industry through the continuous
modernization and expansion of our manufacturing facilities and activities, and through the
establishment of a wide and efficient marketing network.
Profitability-Achieve a fair and reasonable return on capital by promoting productivity
throughout the company.
Growth- Ensure a steady growth of business by strengthening our position in the cement
sector.
Quality-Maintain the high quality of our products and services and ensure their supply at
fair prices.
Equity-Promote and maintain fair industrial relations and an environment for the effective
involvement, welfare and development of staff at all levels.
Pioneering- Promote research and development efforts in the areas of product development
and energy, and fuel conservation, and to innovate and optimize productivity.
Responsibility-Fulfill our obligations to society, specifically in the areas of integrated rural
development and in safeguarding the environment and natural ecological balance.
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6-HolcimA New Partnership:
A new association was forged between ACC and The Holcim group of Switzerland in 2005. In January
2005, Holcim announced its plans to querying a majority stake in Ambuja Cements India Ltd. (ACIL),which
at the time held 13.8% of total equity shares in ACC.
Holcim simultaneously announced its bid to make an open offer to ACC shareholders, through Holcim
Cement Pvt. Ltd. and ACIL, to acquire a majority shareholding in ACC. An open offer was made by Holcim
Cement Pvt. Ltd. along with ACIL, following which the shareholding of ACIL increased to 34.69% of
Equity share capital of ACC. Consequently , ACIL has filed declarations indicating their shareholding and
declaring itself as a promoter of ACC. Holcim is the world leader in cement as well as being large supplier
of concrete, aggregates and certain construction related services. Holcim is also a respected name in
information technology and research and development. The group has its headquarters in Switzerland with
worldwide operations spread across more than 70 countries. Considering the
formidable global presence of Holcim and its excellent reputation, the broad of ACC has welcomed this
new associates.
Redefining the pace and quality of construction
ACC set up India's first commercial Ready Mix Concrete (RMX) plant in Mumbai in 1994. Today this
business has been reorganized as a separate company called ACC Concrete Limited which is one of the
largest manufacturers of RMX in India with over 40 modern plants in major cities such as Mumbai,
Bangalore, Kolkata, Chennai, Delhi. Hyderabad, Goa, Pune and Ahmadabad. ACC's pioneering efforts in
introducing RMX coupled with the promotion of bulk cement handling facilities have been responsible for
redefining the pace and quality of construction activity in metropolitan cities and in mega infrastructure
projects. Numerous landmark structures in India's metro cities have been built using ACC Concrete -
mega housing projects, townships, commercial complexes, factories, bridges, flyovers, roads and railways.
Prestige projects such as the Mumbai-Pune Expressway, the Indore- Dewas bypass, Kolkata and Delhi
Metro Rail projects. Most of the new bridge and fly-overs in Mumbai used ACC Concrete and couldperhaps not have been completed on schedule without it.
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Small building projects and individual home builders seeking high levels of quality assurance can
also now usher in the same sophistication and value addition into their construction as some of India's mega
projects using ACC RMX- at virtually no extra cost.
7-What is Ready Mixed Concrete
Ready Mixed Concrete, or RMX as it is popularly called, refers to concrete that is specifically manufactured
for delivery to the customer's construction site in a freshly mixed and plastic or unhardened state. Concrete
itself is a mixture of Portland Cement, water and aggregates comprising sand and gravel or crushed stone. In
traditional work sites, each of these materials is procured separately and mixed in specified proportions at
site to make concrete. Ready Mixed Concrete is bought and sold by volume - usually expressed in cubic
meters. RMX can be custom-made to suit different applications.
RMX- Adding value to concrete
Ready Mixed Concrete is manufactured under computer-controlled operations and transported and placed at
site using sophisticated equipment and methods. RMX assures its customers numerous benefits:
ured quality of concrete
supervision of labour
The use of RMX is an environmental friendly practice that ensures a cleaner work place and
causes minimal disturbance to its surroundings. This makes its utility more significant in
crowded cities and sensitive localities.In contrast to this, conventional methods of making, transporting and placing concrete at
most construction sites are somewhat labour-intensive and suffer from practices which may
be erratic and not very systematic.
Therefore the use of Ready Mixed Concrete can prove to more cost effective in the longer
term while ensuring that structures are built faster and using concrete that comes with
higher levels of quality assurance.
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Quality - the 'Q' factor in ACC Concrete
ACC Concrete is supplied in a variety of grades and compositions to meet specific demands of customized
applications - from simple requirements for small homes to High Performance Concrete to meet the complex
needs of mega projects. Each of our plants has a fully equipped laboratory with the latest in testing machines
to carry out routine and detailed tests of raw materials as well as fresh finished concrete. These in-plant
laboratories are backed by the facilities of ACC's reputed Research centre at Thane which serves as a focal
research and testing laboratory centre for cement and concrete. ACC Concrete customers can avail of a
range of options in our testing and quality control services - from simple tests and analyses of raw materials
and concrete to non-destructive testing of hardened concrete.
ACC Concrete- a wide range
-levelling Concrete
-compacting Concrete
e
Customer service-dependable
ACC's fleet of Transit Mixers and Concrete Pumps helps ensure that our customers in cities
like Mumbai, Bangalore, Kolkata, Delhi, Chennai, Hyderabad, Goa and Pune now just a
phone call away from ACC Concrete - freshly blended premium quality concrete that is door delivered
and efficiently placed at site on the day of concreting .For very large constructions or infrastructure works,we can consider dedicating an entire RMX plant catering exclusively to the project sites. In addition, our
marketing team, which includes qualified and experienced engineers and concrete technologists, can assist
customers in defining and specifying quality standards, designing specific concrete mixes to meet the most
challenging of requirements as well as sourcing reliable supplies of good quality raw materials.
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8-Advantages & Disadvantages of RMC:
Advantages of RMC:
site.
use, and yet the delivery
trucks can service residential districts or inner cities.
ng of natural
resources.
and therefore, pollution-free
aggregates and water as per mix designs
Disadvantages of RMC:
so the travelling time from the plant to the site is critical over longer distances.
Some sites are just too far away.
ave to be able to carry the weight of the truck andload. Concrete is approx. 2.5tonne per cum.
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RMX Business Process Flow
Delivery order, InvoiceCartage payment
Demand Graph
Display
Demand Graph
Display
Create/Change
Sales Order
Order
Confirmed?Assign Truck
Generate Excise
Invoice &
Consignment note
Truck Tracking
Order Taker Dispatcher
1st time
ordering
Credit Controller
Credit
pass?
Release
Credit?
Released sales
order
Yes
No
Inform
Sales person
Sales Admin.Sales Person
Sales document
Plant Staff
Load
concrete
Proof of
Delivery
2nd timeordering
Customer
No
Yes
Yes
Truck log off
Truck log on
Actual weight interface
C
omputerBatch
interface
Existingcustomer/ship-to
Yes
Cost/Profit
determination and
create quotation
Create contract
(if applicable)
Create item
proposal
(product list)
Create map
information
Ship-to Discount
approval
Map Interface
No
Create customer
master (if need)
Create ship-to
master (if need)
Create price
master (if need)
Stock issue
No
Print Ticket
VSC interface
Confirmed Orders
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Cement
Portland cement is the most common type of cement in general usage. It is a basic ingredient of concrete,
mortar, and plaster. English asonry worker Joseph Aspdin patented Portland cement in 1824; it was named
because of its similarity in colour to Portland limestone, quarried from the English Isle of Portland and used
extensively in London architecture. It consists of a mixture of oxides of calcium, silicon and aluminium.
Portland cement and similar materials are made by heating limestone (a source of calcium) with clay, and
grinding this product (called clinker) with a source of sulfate (most commonly gypsum).
Water:
Combining water with a cementitious material forms a cement paste by the process of hydration. The
cement paste glues the aggregate together, fills voids within it, and allows it to flow more freely. Less water
in the cement paste will yield a stronger, more durable concrete; more water will give an freer-flowing
concrete with a higher slump Impure water used to make concrete can cause problems when setting or in
causing premature failure of the structure.
Hydration involves many different reactions, often occurring at the same time. As the reactions proceed, the
products of the cement hydration process gradually bond together the individual sand and gravel particles,
and other components of the concrete, to form a solid mass.
Aggregates:
Fine and coarse aggregates make up the bulk of a concrete mixture. Sand, natural gravel and crushed stone
are mainly used for this purpose. Recycled aggregates (from construction, demolition and excavation waste)
are increasingly used as partial replacements of natural aggregates, while a number of manufactured
aggregates, including air-cooled blast furnace slag and bottom ash are also permitted.
Decorative stones such as quartzite, small river stones or crushed glass are sometimes added
to the surface of concrete for a decorative "exposed aggregate" finish, popular among
landscape designers.
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10 mm
SAND
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Admixtures :
Admixtures are ingredients other than water, aggregates, hydraulic cement, and fibres that are added to the
concrete batch immediately before or during mixing. A proper use of admixtures offers certain beneficial
effects to concrete, including improved quality, acceleration or retardation of setting time, enhanced frost
and sulphate resistance, control of strength development, improved workability, and enhanced finish ability.
It is estimated that 80% of concrete produced in North America these days contains one or more types of
admixtures. According to a survey by the National Ready Mix Concrete Association, 39% of all ready-
mixed concrete producers use fly ash, and at least 70% of produced concrete contains a water-reducer
admixture.
Admixtures vary widely in chemical composition, and many perform more than one function. Two basic
types of admixtures are available: chemical and mineral. All admixtures to be used in concrete construction
should meet specifications; tests should be made to evaluate how the admixture will affect the properties of
the concrete to be made with the specified job materials, under the anticipated ambient conditions, and by
the anticipated construction procedures.
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Concrete Mix Design :
Mix design is the process of selecting suitable ingredients of concrete and determining their relative
proportions with the object of producing concrete of certain minimum strength and durability as
economically as possible. The purpose of designing as can be seen from the above definitions is two-fold.
The first object is to achieve the stipulated minimum strength and durability. The second object is to make
the concrete in the most economical manner. Cost wise all concretes depend primarily on two factors;
namely cost of material and labour. Labour cost, by way of formworks, batching, mix in transporting, and
curing is nearly for same good concrete and bad concrete. Therefore attention is mainly directed to
the cost of materials. Since the cost of cement is many times more than ingredients, attention is mainly
directed to the use of as little cement as possible consistent with strength and durability.
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Optimized mix design for OPC-43 with Fly ash & pump
(ACC Concrete ltd)
GRADE
CEMENT
(Kg)
FLY ASH
(kg)
WATER
(lt)
20 MM
(kg)
10 MM
(kg)
SAND
(kg) ADMIXTURE
M05 70 160 200 590 405 830 1-1.2%
M7.5 107 190 190 590 395 810 1-1.2%
M10 125 165 190 610 415 785 1-1.2%
M15 200 130 180 667 451 722 1-1.2%
M20 240 120 175 650 455 700 1-1.2%
M25 270 110 175 650 455 690 1-1.2%
M30 320 85 175 665 467 650 1-1.2%
M35 370 100 178 645 440 630 1-1.2%M40 420 100 175 635 435 610 1-1.2%
M45 445 90 170 641 444 600 1-1.2%
M50 470 90 170 640 435 590 1-1.2%
Optimized mix design for OPC-43 with Fly ash & pump
(ACC Concrete ltd)
GRADECEMENT
(KG) WATER(LT) 20MM(KG) 10MM(KG) SAND(kg) ADMIXTURE
M15 260 180 634 422 864 2.912
M20 320 185 634 423 798 3.584
M25 340 183 660 433 767 3.808
M30 400 180 637 425 738 4.48
M35 425 175 639 425 738 4.76
M40 455 170 639 426 710 5.096
M45 470 165 639 426 710 5.264
M50 500 165 662 441 648 5.6
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SEMI-MOBILE COMPACT BATCHING PLANT
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From Concrete Production Plant
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Product Flow .. Truck Loading
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10-RMC PRODUCT MIX AND
:RMC companies produce almost all grades of concrete, starting from M 7.5 to M 50. The most
commonly produced grades are M 20, M 25 and M 30. These grades constitute around 70 - 80 % of theirproduct mix. The grade wise product mix is shown below in the picture.
RMC suppliers are of 2 categories, viz., reputed and local. Players like ACC, Birla Ready Mix,
RMC India, Lafarge, Ultratech etc fall under the "reputed supplier" category; whereas, other RMC
players fall under the "local supplier" category. Prices of "reputed suppliers" are seen to be higher than
that of "local suppliers". The current grade-wise average RMC prices are given in the Table below:
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Note: Prices are in Rs/ cu m and without tax, but including pumping and average transportation
costs.
Average RMC Prices
Prices of RMC suppliers in NOIDA and Faridabad are higher than that of similar RMC suppliers in
Gurgaon. This is due to greater concentration of RMC players in Gurgaon. The "local RMC suppliers"
tend to have lower prices as they have lower overheads and often produce poor quality of concrete.
Some of the "local RMC suppliers" evade taxes, allowing them to further drop their prices.
Cost involved in RMC for ACC:
There are many cost involved in production of Ready Mixed Concrete. They are as follows:
1) Cost of the raw materials (Cement, Aggregate, Admixture, and, Fly ash)
2) Production Cost
3) Administrative cost
4) Transportation cost
5) Pumping cost
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Cost of raw material:
The costs of the raw materials which are being discussed below are of Month of May 2010.
1) Aggregate 10mmRs 590/ton [1 ton=1000kg]
2) Aggregate 20mRs 590/ton
3) River Sand RMX (coarse sand)Rs 630/ton
4) Fine SandRs 280/ton
5) Fly AshRs 700/ton
6) AdmixtureRs 29.94/kg
7) Cement OPCRs 4069/ton
8) Cement PPCRs 3549/ton
Production Cost and Administrative Cost:
ACC takes into account Production cost and Administrative cost together. The costs that are
involved are as follows:
1) Diesel/Gasoline cost (variable)
2) Electrical Energy (variable)
3) Wages
4) Salaries
5) Incentives/bonus
6) House rent allowance
7) Other allowances
8) Leave encashment
9) Medical Encashment
10) Labor expense own
11) Labor expense subcontract
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12) Meals
13) Local conveyance charge
14) Safety material
15) Other personnel expense
16) Rentals and other operating leases
17) Lease Rent
18) Security expenses
19) Other third party services
20) Repair and maintenance
21) IT equipment
22) IT network
23) Cleaning services
24) Spare parts (Mechanical, Electrical)
25) Lubricant
26) Insurances
27) Telephone/Mobile
28) Postage and courier
29) Other cost center expenses
30) Depreciation/Amortization
These are the costs involved in production and administration. If we calculate all these
expenses and divide by the monthly average production then the cost comes to be Rs
350/cubic meter approximately.
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Pumping Cost (Line pump):
Safety equipment= (((16-4)*3500)/12) =3500
They are giving 12 number of safety equipments.
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Let the:
Average productivity = 2000 cubic meter
Average fuel consumption=0.5litre/cu m
Diesel= Rs 33.56/litre
Therefore fuel cost for pump = 2000*.5*33.56 =33560
Therefore fuel cost for cab= 2000/7*33.56 = 9589
Therefore Variable cost per cubic meter = 95719/2000= 47.9
Therefore Total cost= 223097/2000+47.9= 159.44 =Rs 159/cu m (approx)
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Transportation Cost:
The transportation cost includes two things one is a fixed cost and the other is variable.
Fixed Fee = Rs 80,000/month
Minimum volume that is transported by one Transit Mixer = 650 cu.m
Variable Fee rate = Rs 7.11 /cu.m/km
Specific Volume6.8 cu.m/trip (one transit mixer can carry 6.8 cu.m per trip)
Now suppose
Number of trips = 100
Average distance = 21 km
Total Distance = 2100 km
Therefore
Variable Cost = 2100*6.8*7.11
= 101530.8
Variable cost per cu.m = 101530.8/650 = 156.2
Fixed cost per cu.m = 80000/650 = 123.07
Total cost per cu.m = 156.2 + 123.07 = 279.27
Other cost = Rs 50 (it includes toll tax, road tax, insurance, maintenance etc)
Grand Total = 279.27+50 = Rs 329.278/cu.m
Pricing of Concrete by ACC:
M20 and M25 are the quite popular among the customers. Therefore the pricing process of
one of these two concrete are shown below
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M20 with fly ash-pump:
Mix Design of M20 with fly ash-pump-
Let the price of:
Cement = Rs 4.4/kg
Fly ash = Rs 0.7/kg
20 mm = Rs 0.57/kg
10 mm = Rs 0.57/kg
Sand = Rs 0.47/kg
Admixture = Rs 28.5/kg
Therefore
Ready Mix Cost = 240*4.4 + 120*0.7 + 175*0 + 650*0.57 + 455*0.57+ 700*0.47 +
2.688*28.5
= 2175.458
Overhead cost = 350
Transportation cost (fixed) = Rs 150
Transportation cost (variable) = Rs 7/km
Pumping cost = Rs 175/cu.m
Suppose the distance travelled is = 20km
Therefore cost = 2175.458+350+150+7*20+175
= 2990.458
This is the base price. Now in this base price profit is added and tax is also added and that
becomes the final price that is to be paid by the customers.
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RMC product mix and its price:
RMC companies produce almost all grades of concrete, starting from M 7.5 to M 50. The most commonly
produced grades are M 20, M 25 and M 30. These grades constitute around 70 - 80 % of their product mix.
RMC suppliers are of 2 categories, viz., reputed and local. Players like ACC, Birla Ready Mix,
RMC India, etc fall under the "reputed supplier" category; whereas, other RMC players fall under the
"local supplier" category. Prices of "reputed suppliers" are seen to be higher than that of "local suppliers"
due to many reasons such asthe reputed players are much bigger organization, they have much more
employees than the local players, they are much more organized, and they use modern age technologies and
equipment.
The current grade wise average RMC prices are given below:
Note: Prices are in Rs/ cu m and without tax, but including pumping and average
transportation costs.
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11-RMX Office:
Mumbai- Kalamboli
Mumbai- Sion
Mumbai- JVLR Project
Chennai
Delhi- Faridabad
Greater Noida
Bangalore- Whitefield
Bangalore- Peenya
Bangalore- Hosur Road
Bangalore- betta Halsoor
Kolkata- Sonapur
Goa- Panaji
Gurgaon- Haryana
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SWOT ANALYSIS OF Concrete (Industry)
STRENGTH
High on service aspect
Strong last mile approach
Focus on recovery
Easy & fast appraisal and disbursement
Able to generate higher yield on asset
Own employees versus DSAs
WEAKNESS
Weak in urban market
Weak in credit history
Largely restricted to South India &
metropolitan
Weaker system of service delivery
Higher regulatory restrictions
OPPORTUNITIES
Large untapped market both rural and
urban
Demographic changes
up coming new projects by big
builders.
THREATS
High cost of funds
Asset quality deterioration may not
only wipe out profit but also network
Entry of foreign players in recent
future.
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Data Findings & Analysis
The data collected from the primary survey helped me to learn about the demographics of the market and the
way customers responded to various RMCs companies.
MARKET DISTRIBUTION BY QUALITY WISE CONSUMPTION
The survey of 150 construction sites was done across various area to remove biasness of any particularcompany group. A major chunk of the sample size ranged from 30-50, which together formed a majority of
63% of the respondent company.
But the age distribution showed interesting results when the comp. group was divided based on the interest
of the respondent to take on company quality.
GRAPH SHOWING COMPANY GROUP DISTRIBUTION AMONG PEOPLE
INTERESTED TO TAKE RMC FROM ACC CONCRETE.
Distribution
20-40
40-50
50-60
>60
29%
46%
21%
4%
20 - 30
30 - 40
40 - 50
> 50
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A similar graph was drawn to see the company group distribution of people who have already taken RMC
services from different sources. The results were as follows.
Of the 100 respondents who had previously taken RMC, 44 or about 44% company belonged to the small
construction companies just re-enforcing the fact mentioned above.
PIE CHART SHOWING THE COMPANY GROUP AND NUMBER OF RESPONDENTS OF
COMPANY ALREADY TAKEN RMCs
INCOME DISTRIBUTION
The survey revealed the demographics of the respondents in terms of their annual construction sites. While
the survey was being conducted, it was done in an unbiased way so as to remove disparity among various
construction groups. The survey was conducted in a purely random basis to avoid such kind of discrepancy
in the data.
The demographics of the income group of the respondents of the survey, as per the data collected are as
follows in the pie-chart.
Graph showing the construction distribution of respondents of the survey
The same graph when plotted for people already taken RMC of some other RMC companies or sources
doesnt change much.
Sales
20-40
40-50
50-60
>60
12%
46%29%
13%
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PARAMETER WISE ANALISIS OF COMPITITORS
1. CUSTOMER GUIDANCE/SUPPORT EXCELLENT (1)
VERYGOOD (2)
GOOD (3)
AVERAGE (4)
BELOW AVERAGE (5)
With regard to customer guidance and support, ACC concrete is perceived to be better. This is evident
from the fact that the mean scores Lafarge concrete is 2.92 and that of ACC is 3.533 ,whereas mean score of
Ultatech is 3.033.And as per the rating scale it is evident and clear that ACC Concrete is perceived muchbetter as compared with both Lafarge and Ultratech respectively as ACC Concrete scores second least in this
which is nearly more than good followed by Ultratech which has been rated as good followed by Lafarge for
which most of the customers rate it as average when it comes to customer guidance and support.
00.5
11.5
22.5
33.5
4
mean standard
deviation
variance
Lafarge
ACC
Ultratech
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2. HANDLING OF CUSTOMER GRIEVANCES/COMPLAINTS
EXCELLENT (1)
VERYGOOD (2)
GOOD (3)
AVERAGE (4)
BELOW AVERAGE (5)
Ultratech is perceived to be much better than the ACC & Lafarge when it comes to handling of customer
grievances, which has been highlighted by their respective mean scores. The mean score of Ultratech is
3.23 whereas that of ACC & Lafarge is 2.22 & 2.16 respectively which is highly significant.
3. GOODWILL & REPUTATION OF THE COMPANYEXCELLENT (1)
VERYGOOD (2)
GOOD (3)
AVERAGE (4)
BELOW AVERAGE (5)
The Lafarge scores over the ACC & Ultratech .The mean score of 1.43 (for Lafarge) and 1.92 & 2.03 (for
ACC & Ultratech respectively), reveal that the goodwill and reputation of Lafarge as perceived by their
customers is slightly better when compared to the others .
0
0.5
1
1.5
2
2.5
3
3.5
mean standard
deviation
variance
Lafarge
ACC
Ultratech
0
0.5
1
1.5
2
2.5
mean standard
deviation
variance
ACC
Utratech
Lafarge
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4. CONVINIENCE IN INTERACTION WITH OFFICE STAFF
EXCELLENT (1)
VERYGOOD (2)
GOOD (3)
AVERAGE (4)
BELOW AVERAGE (5)
Regarding this parameter Lafarge has an danger over others, which is reflected by the mean scores of 3.56
(for Lsfsrge) and 2.16 (for others) which is significant. This shows that both ACC as well as Ultratech are
perceived to be on the same stage and has been rated as very good by their respective customers but when it
comes to Lafarge customers are not at all convenient with officials when it comes to the ability or ease when
interacting with office staff lafarge staff are not able to make customers feel comfortable while interacting
with them.
0
0.5
1
1.5
2
2.5
3
3.5
4
mean standard
deviation
variance
ACC
Ultratech
Lafarge
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Recommendation
1. ACC should launch more to attract customers.
2. ACC also lacks in customer interaction it should take feed back from customers and try to
improve their services.
3. In order to diversify in the rural sector the business line the ACC concrete should invest more
and more in rural area development project.
4. ACC concrete should rethink about pricing strategy of there products.
5. It will decrease the amount of delinquency that has been the major cause losses citi has
encountered recently in 2006-07 financial year.
6. It can also use the latest technology that is mobile technology to tap the customers
7. It should move to rural parts of the country for their operation.
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Bibliography
1. www.acclimited.com
2. www.accconcrete.com
3. www.wikipedia.org
4. www.readymix.co.il
5. www.indianconstructionindustry.com
6. www.rmcmaindia.org
7. www.concreteproducts.com
8.Business Research Methods (BY Donald R Cooper& Pamela S Schinder) Chapter 1:Page22-23.
9. Business Research Methods (BY Donald R Cooper& Pamela S Schinder) Chapter 2: Page 40-4510. Business Research Methods (BY Donald R Cooper& Pamela S Schinder) Chapter 3:Page72-77
11. Business Research Methods (BY Donald R Cooper& Pamela S Schinder) Chapter 4:Page96-98.
12. Business Research Methods (BY Donald R Cooper& Pamela S Schinder) Chapter 6:Page140-144
13. Business Research Methods (BY Donald R Cooper& Pamela S Schinder) Chapter 15, 16, 17.
14. Research Methods (BY Ram Abuja) Chapter 1: Pages 70-74
15. Research Methods (BY Ram Abuja) Chapter 3: Pages 120-127.
16. Research Methods (BY Ram Abuja) Chapter 4: Pages 155 -165.
17. Research Methods (BY Ram Abuja) Chapter 6: Pages 193 -19