Presented by
SAFEER 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 dealers 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
covered
603
Cement shops
273
Hardware
228
Total Number of shops
covered
Cement Shops
Hardware Shops
Paints
42
Paint
Hollow Bricks
Contractors
Others
Hollow Bricks
36
Contractors
Others
16
Market Presence of Each Brand
No of Shops With Each
Brand
1Sankar
2Acc
3Ramco
4Chettinad
5Dalmia
6Malabar
7Ultratech
Andhra
8Brands
58
142
66
63
42
83
61
163
Sankar
24
Acc
21
Ramco
Chettinad
Dalmia
9
12
10
6
Malabar
Ultratech
Andhra Brands
Presence of Sankar
Cements
PANCHAYAT
MARKET POSITION
UNNIKULAM
AVERAGE
KATTIPARA
AVERAGE
THIRUVAMBADI
AVERAGE
PERUVAYAL
WEEK
PUDUPPADI
STRONG
NANMANDA
WEEK
MUKKAM
AVERAGE
OLAVANNA
AVERAGE
NARIKKUNI
STRONG
PERUMANNA
WEEK
MAVOOR
WEEK
KOODARANJI
STRONG
KUNNAMANGALAM
WEEK
KODUVLLY
WEEK
KADALUNDI
STRONG
OMASSERY
WEEK
CHATHAMANGALAM
WEEK
KURUVATTOOR
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 Analysis
ACC
Trusted brand
High demand
Widely available
Better service
Mass advertisement
Satisfied dealers and
customers.
RAMCO
Brand name
Widely available
Mass Advertisement
Better service
Competitors Promotional Activities
Advertisement
Technical Assistance
Concentrated
marketing
Flexible Pricing