AN INDUSTRIAL REPORT ON

GUJARAT AMBUJA CEMENT LTD.

IS SUBMITTED TO

THE BHAVNAGAR UNIVERSITY OF BHAVNAGAR

PREPARED BY Bhadani Viral S.Y.B.B.A ROLL NO: - 136

GUIDED BY Nidhi Dave (LECTURER) S.S.C.C.M

Swami Sahajanand College of Commerce & Management Affiliated By Bhavnagar University Bhavnagar.
(Gujarat)

Batch 2007-2010

Project on GUJARAT AMBUJA CEMENT LTD.

College Name: S.S.C.C.M

Prepared By:- Bhadani Viral

S.Y.B.B.A - (C) R.NO. 136

PREFACE
Now a day in modern business there is requirement of high skill. And skill is referced to the practical as well as theoretical knowledge and to improve skill both are important at high rate in the business. And in S.Y.B.B.A I get the chance to improve my skill on the way of study. I am really thankful to Bhavnagar University because they included one of the different subjects with the other six subjects. And the subject is FIELD PROJECT IN BUSINESS as per the Bhavnagar university in S.Y.B.B.A the student have to collect the information, and understand process of three department like finance department, human resource depart department, marketing department, production process and get a training after choosing a one company. So, as a student I select Gujarat Ambuja Cement Ltd. Which is situated at Kodinar? I tried maximum as my level to collect information of all the department of the company "GUJARAT
AMBUJA CEMENT LTD".

Like finance department, human

resource depart department, marketing department and production process. And after complete this project I really understand the field work is really very important in the business as well as in study to improve our skill. During the project time I give maximum attention to understand function of management.

--- Bhadani viral

ACKNOWLEDGEMENT

I am really heartly thankful to our management of S.S.C.C.M of the Bhavnagar because without their guidance I can not able to complete and submit my project within the time period. I am also especially thankful to Principal Miss Rachana Dhruv, Bakshi sir and Dhawni mam who provide very nice guidance to full fill my project.

And as my duty I can not forget my duty to thankful to GUJARAT AMBUJA CEMENT LTD company which is situated at kodinar, who provide me better & latest information about all the department and process of all departments. I am also thankful to branch of Bhavnagar, approved by ambuja cement. Ltd. Because it is the link between us and GUJARAT AMBUJA CEMENT. LTD .and it really works as a chain between us and GUJARAT AMBUJA CEMENT. LTD.

--- Bhadani viral

No 1 2 3 4

Particular
General Information. Personnel Dept. Marketing Dept. Finance Dept.

Page No:
7 to 20 to 32 to 19 31 44

45 to 62

INDEX of general information

SR. NO.

PARTICULAR Introduction History of of the unit development & Achievement of the unit Size of the organization Organization structure Manufacturing process & product Performance chart of production Time keeping system

PAGE NO. 9 10 11 13 13 14 18 19

1 2 3 4 5 6 7 8

GUJARAT AMBUJA CEMENT LTD.

1. INTRODUCTION
It is says that as the famous proverb NEED IS MOTER OF INVENTION. As the starting time of the earth, the man was live in jungal, after that because of some invention he found cottage and he use it as their house. After that he made a house by using brick, sand, and clay. After that time man makes great invention and it is CEMENT. And it is also known as the great revolution in the earth.

GUJARAT AMBUJA CEMENT LTD. was set up in 1986. The main purpose of cement is construction of houses and buildings. Because of cement it is possible to build up one floor to hundred floors. Once found of cement there are arising thousands of company every after short time. And in it is one of the best company of the world. And it is started in 1983. And now the details of the company are as so on

2. HISTORY OF THE UNIT

History:History means the pass events of the unit Gujarat Ambuja Cement Ltd., (G.A.C.L.) it is handled by Sekhsaria & Neotia Group. Which has launched in 1883? The project was decided to locate at Mahuva in Bhavnagar District and unfavorable circumstance the location is change and it is establish in some other place. And it is finallyestablish in the place at Vadnagar, Taluika Kodinar in Junagadh District. . Gujarat Ambuja Cement Ltd. is a Public Limited Company. It purchased their new land for factory building and housing colony. They were also motivated by the co-operation of G.E.B. who agreed to provide 19 MVA power for the plant. Even our Railway provides transportation services between Kodinar to Vadnagar plant. The construction of entire plant commenced in March 1985 and completed in August 1986. The company started its commercial production in 1986. As passing of the time, the golden period came for the Ambuja came into being "GUJARAT AMBUJA CEMENT LTD" (G.A.C.L.). They developed its other branches in our country India. And it is great part of Indian economy. Their plants are

NO.

NAME OF PLANT Gujarat Ambuja Him Ambuja Cement Ambuja Guambuja (line 1) Gujambuja (line 2)

PLACE WERE SITUATED Kodinar (Gujarat) Darlaghat (Himachal Pradesh) Roopnagar (Punjab) Kodinar (Gujarat) Kodinar (Gujarat)

1 2 3 4 5

10

OBJECTIVE OF COMPANY: The management of Gujarat Ambuja decided some objectives to become topper in the market. And the objectives are

Better quality then other company. Fair returns to share holders. A higher productivity to cover maximum market. Maximum customer satisfaction. Clean & healthy Environment for employees growth. Try to lower pollution to fulfillment of social responsibilities.

3. DEVELOPMENT OF THE UNIT

To decrease the transportation cost, they made a plat form on the sea at Muldwarka, which 7 Kms. away from Kodinar So that they export cement on the way of sea. Only the purpose of selling in other country. INNOVATION OF PLANT: To being echo friendly "GUJARAT AMBUJA CEMENT LTD" . Installed pollution control equipments, by M/s. ABB & M/s. Thermex. The plant achieved 148% productivity with lowest consumption of raw material & electricity after innovation of plant.
GACL's first production - that was in 20
th

Sep. 1986 and the cement

2

grade was 33 grade cement which has comprehensive strength in 550 kg/cm & by the passing time they have change technology of production & nowadays they are producing 53 grades with 700 kg/cm comprehensive strength.
2

AWARDS: The company has achieved lot of National awards for quality management every efficiency & productivity , pollution control etc

11

 Achievement of the AMBUJA CEMENT LTD.

Year 1989-90

Awarded By The Economic Business School India Times Hayward Best

Awarded For Corporate under Performance Municipal

Association of award category. Certificate

1989-90

National productivity Council

of

Merit

for

Productivity in the Cement. 1990-91 National productivity Council Second Prize for productivity in the Cement Ind. 1991 Govt. of India National Award for the best trade name. 1991 Gujarat pollution control board Trade leader's club Madrid, Spain 1991-92 National Council for Cement & Building materials 1991-92 Bureau of Indian Standard First prize for Environment

Management -1991 1992 International Award for the Best Trade Name 1992 National Award for best Energy performs. 1991-92 Rajiv Gandhi National award 1993 Bureau of Indian Standards Quality Systematic certificate IS 14002-1986 ISO 9002 -1987 1992-93 1993-94 National productivity Council International Greenland Hyderabad Second best productivity Society Productivity, Gold award quality

12

4. SIZE OF THE UNIT

There is no any fixed standard to measure the size of unit. but our Govt. of India has made certain rules for measuring the unit, likewise, when the investments of the company is above 100 laces, or total employment are more than 400 then it is considered as a large scale industry. According to govt. rules the "Gujarat ambuja cement ltd" is large scale company because of it `s forms of company.

5. FORM OF COMPANY:
The G.A.C.L is a Public Limited Company. In Which Share capital is Net current asset is

..304.48 Crores Rs.

Investment in plant & machinery is..1288.94 crores Rs.

418.24 crores Rs.

CORPORATE OFFICE: 122, Maker Chambers III, Nariman Point, Mumbai 400 021.

SOLICITORS & ADVOCATES:

Kanga & Co WORKS: Ambuja Nagar P.O. Taluka Kodinar, Dist Junagadh,

REGISTERED OFFICE: Ambujanagar P.O. Taluka Kodinar, Dist. Junagadh, Gujarat 362 715.

Gujarat 362 715.

BHAVNAGAR OFFICE :
317/318 3
RD

floor

madhav darshan,waghavadi road Bhavangar 364001.

13

6. MANUFACTURING PROCESS:
Cement is manufactured by using the mixture of limestone, clay, sand, literate, bauxite and iron and the mixture is burning at a high temperature of 1,400 to 1,500 degree Celsius and the resultant clinker (a final product) is made then it mixed and grinding with gypsum to form cement for final use. The process of manufacture is divided broadly into 3 stages.. Stages of process:-

1. Preparation of the raw materials 2. Burning process of the raw materials in kiln and 3. Grinding the clinker to the finished products

Type of Processes:-

There are mainly 3 types of processes to get the final product. These processes are as follows.

A. Wet process. B. Semi dry process. C. Dry process. A. Wet Process:This is the old process of manufacturing of cement. In this process the raw material grinding with sufficient water, so that the mixture contains 30% to 40% of water. But it is not useable because it use higher coal consumption 30% to 35% as compared to dry process.

14

B. Semi dry Process In this process the raw material are processed in dry state and the grinding raw meal is neutralized by addition of 10% to 20 % water, and it is final by heat consumption process. C. Dry process :This is the modern method of production. In the dry process limestone and clay are fed into a grinding mill with passing hot air. The materials are heats dried thoroughly and then reduced to fine powder know as raw meal.

the raw meal is mixed with a little water and formed into nodules in nodulising fan. Their nodules are then fed into a moving grate through which the hot gases from the rotary klin are passed. They are dried in pertically claimed.

The calcined nodules then fall into a short rotary klin of conventional design where they are burnt to form clinker.

15

(A). MINING STAGE : The limestone is come out from mine by drilling and blast method. And it is reach at plant by huge damper having carrying capacity of 35 tones. (B). CRUSHER STAGE : Limestone and marl are fed into the crusher plant which crushes the size of 100 mm maximum. This crushed material is taken to the further stage. (C). STACKER STAGE : The stacker makes stock piles for pre blending in about 350 to 400 layers. Sample of limestone are taken out every 5 minutes for analysis in the laboratory to determine their chemical properties, total carbonate. This analysis is done to determine the composition of the stock pile correction where require are done at this stage. (D). RAW MILL STAGE : Raw mill is a vertical roller mill in which crushes the material into fine powder. (E). BLENDING SILO STAGE : In this stage silo blends material by clarification. Material gives correct weight of the fed material or not. (F). PRE-HEATER STAGE: In this stage, passing the material from the top and the hot gases upwards from the kiln so, the materials come down and take heat.

16

(G). PRE-CALICIFATION: In the pre-calcification the 5% of powdered coal is fired, Because of the ore-heating and kilns are calceficated about 85 to 90 % materials is calcined before the materials enter the coco3 with calcium oxide (quick lime) and carbon dioxide. (H). CLINKERISATION: This material then enters the kiln, which rotates it with slow speed. The material then enters the sintering zone where. In it the temperature is around 1400 c to 1500 c. Then the clinker is become cooled and it is taken in big for bucket storage. (I). CEMENT MILL: In this stage the gypsum is added in cement about 4% to 6%.The gypsum is added because this has effect regarding the setting time of cement thereby providing time for work to be performed in planning the concrete. Then it is gone for packing department as a when required. (K). QUALITY CONTROL: To maintain quality it is required that every stapes of manufacturing process is cheek by proper measurement and in ambuja the whole process right from feeding of raw materials to manufacturing of cement is controlled by Japanese computers. Because of that it is possible to manufacture better than better quality of cement. It use CCU (Close Circuit Unit), in the manufacturing process so, that they have improved their quality of cement and productivity of cement and it is 9000 metric tones per day. (J). PACKING: The final stapes of cement is packing. The capacity of each packer is 120mt/hour or 2400 bags per hour the total capacity is 240 tones or 4800 bags per hour. Then they are carried by trucks of wagons for one place to other place.

17

Performance of G.A.C.L in Production

Chart

Performances of Net Profit of G.A.C.L

25 PRODUCTION in million tones 20 15 10 5 0 2002 2003 2004 2005 YEAR Production 2006 2007 2008

18

7. TIME KEEPING SYSTEM:

The time keeping system is required for the entire department for the entire worker, manager and a manager. There are various methods for time keeping but Gujarat Ambuja Cement Ltd. Running with scientific system for time keeping they use 2 methods for time keeping system and it is . (1) The register Roll system - in which the managerial staff has to maintain the data of their arrival, exit, leave, and presents of all the days. It is completely manual work. (2) The other time keeping system is Punch Card System. In this each employee has their own cards and each card has different coad. They are inserting the card in punch machine, which is organized automatically. The punch cards are so organized that an employee can enter his card only 4 times in a day so, there were not problem about cheating. The punch machine is put on main gate, one in main department, one in administration office. The punch cards are also meant for truck drivers for counting on the exits and entries of number of travels. The punch card system is very scientific; it is less time consuming and reduces the possibility of mistakes. For better performance, arrangement, account of employees working limit, and take care health of employee & worker. The plant of G.A.C.L. works for 24 hours divided in to three shifts of 8 hours each. And it is as...

FOR PLANT:

FOR ADMINISTRATION STAFF :

Shift A: Shift B:

6.00 A.M. To 2.00 P.M. 2.00 P.M. To 10.00 P.M.

8.00 A.M. To 12.00 P.M 12.00 P.M. To 2.00 P.M (Lunch Time) 2.00 P.M. To 6.00 P.M

Shift C: 10.00 P.M. To 6.00 A.M.

19

Index

of Human Resource Management

SR. NO. 1 2 3 4 5 6 7 8 9 10

PARTICULAR
Introduction
ORGANISATION OF PERSONNEL DEPARTMENT RECRUITMENT AND its PROCEGER.

PAGE NO.
21 22 24 25 26 27 27 27 28 28

Promotion & transfer policy Wage & Salary Administration

PROVIDEND FUND SCHEME. COLLECTIVE BARGAINING SCHEME. TRADE UNION. PERSONNEL RECORDS. EMPLOYEE BENEFIT SERVICES.

GUJARAT AMBUJA CEMENT LTD.

20

1. Introduction
Definition:A Human Resource Management can be defining as H.R.M is Managerial function which concurred with hiring, motivation, directing and maintaining the people in the organization. It is known as Human Resource Management. Human Resource Management (H.R.M) is also known as personal management. Without H.R.M a company can not achieve their goal easily. All the company has H.R.M department.

Highlight on Human Resource Management

1) 2) 3) 4) 5)

It is managerial and top level function. It is concerned with employees, both as individuals as well as a group. It is try to develop employee skill and better performance. Personnel Management is a continuous process. Without H.R.M a company can not achieve their goal easily.

Gujarat Ambuja Cement Ltd has H.R.M department having a experienced Vice President.

21

2. ORGANIZATION STRUCTURE
Gujarat Ambuja Cement Ltd established the line and staff type of organization. Personnel department is under direct control of vice president Senior Manager is responsible to vice president.

The main functions of personnel department of Gujarat Ambuja Cement Ltd. Is

1) 2) 3) 4) 5) 6) 7)

To recruitment of employee. To conduct interview for selection of efficient person. To make man power planning. To give gudence, and motivation to the employee. To dealing with transfer and promotion. Wage and salary administration. To maintain the personnel records.

The organization chart of personnel department of the G.A.C.L is as under:

22

Organization chart of H.R.M

23

3. RECRUITMENT, & PLACEMENT

Recruitment:Employee are the asset of the company, so it to get skillful person for proper management of man, machine, money and material. This process is held by Personnel Department. The process of recruitment gets started because of transfer, dismissal or promotion of the employee. The person in charge gives advertisement through various means of communications like new paper, Television, Magazine etc. The recruitment is may be on. (1) At management and administration level. (2) At staff level. (3) At worker level.

Selection process:Generally the following procedure is taken into consideration while selection the member. 1) 2) 3) 4) 5) 6) Choose proper media for Advertisement. Accept all the application, and analysis them. Select applicant on the basis of application. Sand them call latter. Conduct personal interview. Then selected employees is given an Appointment letter and make induction in the organization.

24

4. PROMOTION AND TRANSFER POLICY

PROMOTION POLICY:-

"Promotion" is referce to the more authority, salary, and more responsibility. In Gujarat Ambuja Cement Ltd., they use only only performance basis promotion. So, employees are promoted on the basis of their skill, performance and their achievement level.

TRANSFER POLICY:-

"Transfer referce to the transfer of person in other department, or on other site with same authority, risponsibiliy\ty, and same salary. In Gujarat Ambuja Cement Ltd., the workers are shifted internally -in shift A to B, B to C, and C to A.

25

5. WAGE AND SALARY ADMINISTRATION

Wage and salary are most use full to give motivation to the employee. Wage and salary means the monitory reward paid to the employee on behalf of his work. In Gujarat Ambuja Cement Ltd. they pays salary to Employees and Wages to labors And other allowances are paid. The amount of wage & salary paid depends on grades. A Grade / Management Category are.. Basic salary + house Rent Allowance + 10% provident Fund + Medical Allowance + medical Allowance + Vehicle Allowance + Bonus + D.A.

OVERTIME PAYMENT :Overtime payment is admissible toward wage board workers only. The overtime payment is made on the basis of overtime memo received from the department head.

EXTRA DUTY INTIMATION:-

If In accident case worker may loose his efficiency of performing the present job. In such cases company make transfer of the employee and if he is not able to work at all the units, the unit pays a reward to employee. On the event of death of a workman the wages and other dues shall be paid to the nominee as declared under the provident fund Act.1952.

26

6. PROVIDENT FUND POLICY

The Gujarat Ambuja Cement Ltd. Has to follow Provident fund Act 1952. Provident fund will be deducted from salary of employee at a rate of 12%. DETAILS ARE AS UNDER :Employees contribution @ 12% will be deposited in provident fund account. Employers contribution @ 12 will be deposited in two different accounts a follows. Deducting 8.33% goes to pension account. And 3.67% goes to P.F. Account.

7. COLLECTIVE BARGAINING:Collective bargaining is negotiation between an employer or a group of workers to reach at agreement on working condition. It is also considered as one of the remedial measure to set industrial dispute. There is no formal collective bargaining in Gujarat Ambuja Cement Ltd. If their were Any problem arise it is solved by management and lab our unions. By meeting and the decisions making.

8. TRADE UNION:
According to Section 2(b) of Trade Union Act of 1926. Gujarat Ambuja Cement Ltd. has no formal trade union. There is one active labour union known as "Gujarat Ambuja Cement Karmachari Sangh". It is only the union which fights for the rights of workers & solves the disputes.

27

9. PERSONNEL RECORDS
Personnel record is a very important thing which includes name, address, date of birth, qualifications, hobby, experiance etc. and as it helps to take timely decisions. It also preserves evidence for future reference or use.

Looking to the importance of personnel records Gujarat Ambuja Cement Ltd. has maintained separate file for each and every necessary details.

10. EMPLOYEES BENEFICIAL SERVICES

The personal management is tried to focus on employee and employer to give best services. Thus it increases the satisfaction and the long run income of the company.

The Gujarat Ambuja Cement Ltd., provide the best services to their employee. The facilities provided by the organization to the employees is as under. (A) EDUCATIONAL FACILITIES :

The Gujarat Ambuja Cement Ltd. has its own English medium school situated in Kodinar city. The fees are very normal so, that a common person can able to provide their child a better education.

28

(B)

MEDICAL FACILITIES :

The unit has its own medical center established in colony when any family member of employee or himself is sick he can directly visit to the nearby hospital and can go under Medical treatment. In case of any injury or accidents the company pays the full expenditure, incurred for the treatment of worker. During his rest period he would get the salary of those days. (C) LEAVE FACILITIES :

The following are the leave facilities provided by the company to the employees: Festival Leave : All the workmen are granted National and social Festival holidays Sick Leave : The unit grants 12 days as a sick leave to the employees. He can take leave for 12 days in one year for his sickness. Casual Leave A workman may be granted Casual leave of absence with pay not exceeding 7 days. Privilege leave : Privilege leave is the leave for workers only. The workers can get a privilege leave if he works for continuous 209 days.

29

(D)

CANTEEN FACILITIES :

The Gujarat Cement also provides a good canteen, where every worker can go and take refreshments and snacks at cheap rates and hygienic than other stuffs available in the market. (E) OTHER ALLOWANCE :

1)

Health Allowance : Health allowance is provided 5 % of the basic salary to the worker who works near the boiler, kiln etc. where the temperature is very high.

2)

House rent allowance : The unit has its own residential building constructed within the unit. This makes the workmen easy to reach. It can provide quarters to all workmen.

(F)

TRANSPORT FACILITY :

Gujarat Ambuja Cement Ltd. has its own bus which traveling from Gujarat Ambuja Cement Ltd. to Kodinar and Veraval. In workers bus they travel freely (no fare). There is even one school bus facility provided too. (G) BANKING FACILITY :

Gujarat Ambuja Cement Ltd. has its own banking facility provided.

30

(H)

RECREATION AND SPORTS :

In its residential colony the unit has build up a recreation and sports club. The club is facilitated by out door & in door games. The club has a library too. (i) LIBRARY FACILITIES :

The unit has its well developed library. This has many types of Newspapers in May languages and many magazines Indian and Abroad.

31

INDEX of marketing management.

SR. NO. 1 2 3 4 5 6 7 8 9 10

PARTICULAR
Introduction.
ORGANISATION OF MARKETING DEPARTMENT.

PAGE NO.
33 34 35 36 38 39 41 42 43 44

PRODUCTION PLANNING. MARKETING SAGMENTATION. PRICING POLICY.

CHANNEL OF DISTRIBUTION.

SALES PROMOTION. Performance Chart of Selling of G.A.C.L ADVERTISING. MARKETING RESEARCH.

GUJARAT AMBUJA CEMENT LTD.

32

1. INTRODUCTION:
The term marketing is derived from Latin word marcutus which means a place were business is conducted. Market: - The market means a place where buyer and seller meet each other and the deal finalize. Marketing: - marketing means to delivered goods and services at a right time, at a right place, and to the right person. its known as marketing. The bases of marketing are selling of the product. But the term marketing is very wide and various. The marketing head office of Gujarat Ambuja Cement Ltd. at Mumbai which includes the Marketing Department of Gujarat Ambuja Cement Ltd. Is in Gujarat, Maharashtra, Rajasthan and other stat of the country and also in foreign country. Gujarat Ambuja Cement Ltd.covers sales area in South Gujarat, Mid Gujarat, North Gujarat, Saurashtra and Kutch, Gandhinagar and Kheda. Marketing is starts with humans needs and wants. People wont their basic need like food, air, water clothing & shelter to survive. The human wants are unlimited, various, and wide so, the marketing process will never become stop.

33

2. ORGANISATION OF MARKETING DEPARTMENT

it is true that the human wants are unlimited, verious, and wide so, it is a responsibility of Marketing Department to organization its department in such a way that it can help to satisfy the human wants. It does not help in the sales and distribution of the goods and services only but it also help to customers satis faction. Gujarat Ambuja Cement Ltd. has its head marketing office at Mumbai. The unit has adopted the marketing strategy of Geographical area wise. In Gujarat the burden of marketing is carried by private marketing agency MITCO which is situated at Ahmedabad. The Organisation structure of Marketing department of G.A.C.L.

MANAGING DIRECTOR

MANAGING MARKETING MANAGER

ASST. MANAGER

SENIOR SALES OFFICER

SALES OFFICER

SENIOR EXECUTIVES

MARKET REPRESENTATIVE

34

3. PRODUCT PLANNING
To satisfy customer needs and wants product planning is essential. Many products affect some factor like geographic factor, cultural factor, social factor, demographical factor, psychological factor, and many others. Product planning is related following matters..

1.

Product mix { Product width, line, depth, & distribution Channel}

2. 3. 4. 5. 6. 7.

Packing Labeling Branding After sales service Organizing Product research

The main product of G.A.C.L is cement and Product planning of G.A.C.L is as under Port land pozoland cement [PPC] High strength ordinary port land cement

[HSOPC] 53 grade cement. Special cement for railway etc.

in product planning the product, which is demanded the most is paid more attention. G.A.C.L. has also done the same. This unit has paid more attention to OPC because it is demanded more G.A.C.L. products other types of

35

also but only anticipation of its demand for e.g. in Narrmada Project, PPC was demanded which was fulfilled only by G.A.C.L. G.A.C.L. has paid special attention for the quality maintenance. The quality test is held everyday and every after one hour taken by G.A.C.L. for only maintaining a standard quality, and because of this it got the ISI mark. It has been given. ISO 2000 [ For pollution free production ] ISO-9002 [ For quality ]

4. MARKET SEGMENTATION
Market Segmentation is a process of dividing total heterogeneous market into various segments. Each segments tends to be homogeneous in all significant accepts, for the purpose of selecting one or more segment as a target market for a company and separate marketing mean is a reward to be developed for even segment. It is an act of classifying consumers on the basis of their characteristics to select target market. There are two type of market segmentation in G.A.C.L : 1. Consumer Oriented Segmentation. 2. Product Oriented Segmentation. Market can be divided on Geographic Segmentation, Psychographic Segmentation and Demographic basis. G.A.C.L. has adopted market Segmentation mainly on two bases.

36

(1). Consumers. Segmentation. (2). Geographic Segmentation.

(1) consumer Segmentation: it is divided in 3 division in G.A.C.L .

A. The general public segment. B. The Government segment. C. The contractor segment.

(2). geographical Segmentation: it is divided in 2 division in the G.A.C.L. at Bombay covers the region of Rajasthan, M.P., Maharashtra etc. while Ahmedabad covers only Gujarat because it forms the major part of G.A.C.L. market.

Because of quality G.A.C.L. taking maximum benefits of market response. As a result G.A.C.L. is the market leader in Gujarat. Market segmentation are use full as under..

1. 2. 3. 4.

Maximum market for the product can be achieved. Market gets new opportunities. Selecting of channel of distribution. Selecting advertising media.

37

5. PRICING POLICY:
Price is the main factor to satisfy the customer. Prices are known by different names like - fees, fare, rant, commission etc. The pricing policy is directly or indirectly affects the fixed cost, variable cost, Government policy etc. (A) COST ORIENTED PRICING: in this product the price is decided as per the cost of product and it is also known as target pricing. (B) DEMAND ORIENTED PRICING : in this product the price is decided as per the consumer demand.

Gujarat Ambuja Cement Ltd. has many competitors in India and other country also. So, they have set prices taking into consideration all of them. Thus, the prices are always fluctuating it is also fluctuated by government.

Gujarat Ambuja Cement Ltd. looks upon following factors for determining prices :(1) Cost of production. (2) Advertising. (3) Distribution cost. (4) Sales promotion cost.

Gujarat Ambuja Cement Ltd. provides some motivation like gifts, discounts; commission etc. for increases the efficiency of the dealers, stockiest to selling more.

38

6. CHANNELS OF DISTRIBUTION:
A channel of distribution refers to a process of distribution goods and services to the consumers by producer. It is known as distribution channel because there were made channel between producer and consumer while the selling and buying process is doing the market and it is as 1. Zero level distribution. Producer 2. Consumer

One level distribution. Producer Retailer Consumer

3.

Two level distribution. Producer Wholesaler Retailer Consumer

4.

Three level distribution. Producer Agent Wholesaler Retailer Consumer

In G.A.C.L. the main channel of distribution is three level of distribution. In G.A.C.L. marketing agency MITCO is engages in performing marketing activities in Gujarat. They have their sales representatives in Gujarat appointed by MITCO. It collets the order from the Gujarat and provide them their stock by transport facility.

39

TRANSPORT FACILITYS:
in G.A.C.L. the transportation of cement bag is done by two ways (1). one is roadways (name of the road)
Rajmoti Roadways Autohires Roadways

Abhishek Rodways.

(2). other is sea ways (name of the ship) Ambuja Kirit Ambuja Shakti
Ambuja Vaibhav Ambuja Shikar

Ambuja Gaurav

40

7. Sales Promotion:Sales promotion is a key which opens the door of selling in the competitive market. Sales promotion is help full for incress the selling because it is one type of advertisement for EX: giving a free shample and sales promotional services. To increase selling G.A.C.L. has applied sales promotional stapes at three level like. 1) AT DEALERR LEVEL : The unit offer some benefit like cash discount, quality discount, training to their dealers for dealing properly with consumer.

2)

AT SALESMAN LEVEL : Different skims offers to the salesman for increase the sales volume by giving fixed target,If he is able to complete his target, he will be rewarded monetary, non monetary or he got gift by the company.

3)

AT CONSUMER LEVEL : By G.A.C.L. consumer gets benefit of different types of cement at high quality and gats other social benefit. Sales promotion is not expenditure, it is an investment which is an integral part of marketing to beat competitor.

41

Performance of G.A.C.L in selling

Chart

performances of selling in G.A.C.L

7000 6000 5000 4000 3000 2000 1000 0 2002

RS.in carores

2003

2004

2005 YEAR

2006

2007

2008

Sales

42

8. Advertisement.
Advertising is the modern medium of communicating between buyer and seller. Advertising is a process of increasing customer tasted towards products. A better advertisement can work as neculier bomb to beat the competitor in the market. The G.A.C.L. has separate advertising budget committee and the budget is fixed. Advertisement may be on quality, new idea, their services etc. The main objective of G.A.C.L. to making advertisement of ambuja cement is quality and strength.

The G.A.C.L. has made contract with "TRIKAYA" - A private advertisement agency and it is make advertisement by. 1) Print Media : G.A.C.L. gives advertisement in the news paper and Magazines. By regular period. 2) Out Door Media : G.A.C.L. gives advertisement on poster, holdings, wall painting, T.V, radio and internet by regular period.

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9. MARKETING RESEARCH
Marketing research is very important element to find out the customer satisfaction, product sales, distribution channels, pricing, advertising. It also helpful to sales fore casting for company's product which is related to future planning. In G.A.C.L marketing research is held and controlled by the Bombay head office. Marketing research is also giving the idea about fashion, taste, social factor, physiographic factor etc. The G.A.C.L. makes marketing research by two ways (1). Experimental method It is making for check the distribution channel, advertising strategies etc. (2). Survey method : The G.A.C.L. make survey method By conducting the personal interviews, by research marketing to find out effect of advertisement, sales volume, distribution channel etc.

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Index of financial management

SR. NO.

PARTICULAR Introduction Organization structure of Finance Department Bankers Capitalization Capital structure Management of asset Management of working capital Performance chart of net profit of G.A.C.L Analysis of Financial Ratio & Leverage P&L statement of G.A.C.L Balance sheet of G.A.C.L

PAGE NO. 46 47 47 48 49 50 51 52 53 59 61

1 2 3 4 5 6 7 8 9 10 11

GUJARAT AMBUJA CEMENT LTD.

45

1. Introduction
Money is the life blood of business

Money is one type of factor of production which is known as capital. It is sure that the money is required for starting of the business, expantation, for development of new unit, and liquidation of the business. Thus the money is required the starting of business to liquidation of business of the business. The money is work as lubricant oil in the business. So, without money the business can not even start. So the company has to attention on how they get money, how they utilize the money, how they invest it to get maximum interestthis all the thing is known as fi nancial management. FINANCE means procurement of fund and maximum utilization of fund which available in the business. So, it is required to control on the money and it known as financial management. Financial management is a planning, efficient allocation of funds and control on the money. Financial information is required for : 1. 2. Share holder. Creditors Looking to the importance of financial management G.A.C.L. has established a separate financial department which is made financial budget for all over the company and solves the problem of finance in the company.

46

2. ORGANIZATION OF FINANCE DEPARTMENT

In Gujarat Ambuja Cement Ltd., the finance & account department is headed by the Vice President (Finance). Under him there are 2 group of executive and its chart is as.

In G.A.C.L all the authority is establish to the vice president of finance and he has to maximum utilization of fund.

3. BANKERS
The G.A.C.L is gating finance or banking facility by

Bank of India Dena Bank Bank of Baroda Punjab national Bank ANZ Grind lays Bank

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4. CAPITALIZATION
Capitalization means total funds required for doing business, funds like equity fund, borrow fund, fixed asset, current asset etcas per financial point of view capitalization is required for earning fair rate of return on the investment. In other word, the Capitalization refers to the decision regarding the total requirements of long term funds

Types of capitalization :
There are three type of capitalization

(1). OVER CAPITALIZATION. It Means the real value of share is reduced then the book value of the asset. It occurs when the real value of the assets is less than the long term funds of company.

(2). UNDER CAPITALIZATION It Menace real value of share is higher than book value of the assets. It occurs when the real value of the assets are more than the long term funds of company.

(3). FAIR CAPITALIZATION It menace real value of share & book value asset is equalize each other.

48

5. CAPITAL STRUCTURE
The G.A.C.L is public limited company so the company has issued the equity share capital which is known as long term capital. To handle capital structure is very difficult task. Capital structure of the company involves many functions like borrowed capital, owner's capital, share capital. Borrowed capital means the capital borrowed from the out spiders. It may be an other company, some banks or from some industries share capital means capital gain from funds and shares.

The capital structure of GUJARAT AMBUJA CEMENT LTD. Is as.

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6. MANAGEMENT OF FIXED ASSETS

Generally there are two types of assets: (1). Fixed Assets :- The fixed asset are those asset which gives long time benefit in the business like plant, machinery, equipment, building etc. The investment in fixed asset of G.A.C.L. is RS. 3469.89 (in cores). The design of plant is derived from the Germany; it was the latest cement plant in Asia.

(2). Current Assets:- The current asset are such asset which gives short time benefit and which are use day to day in business. Like inventories, cash and bank, loan and advance.

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MANAGEMENT OF WORKING CAPITAL

Working capital means short time assets and liabilities. To done the continuous routine activity we need some working capital so, in simple word working capital is nothing but analysis of Current Assets & Current Liability.

There are mainly two concepts of working capital. (1) (2) Gross Working Capital Net Working Capital

Gross working capital is the capital investment in the term current assets i.e. cash, short term securities, debtors, bills receivable and stocks etc. Net working capital is the difference between current assets and current liabilities. Working capital management mainly on three bases..

(1)

Management of inventory. (Value of raw material, working process, finished goods and scrape)

(2) (3)

Management of receivables. Management of Cash & Bank.

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PERFORMANCE OF G.A.C.L IN NET PROFIT

CHART

performances of Net Profit of G.A.C.L

7000 6000 5000 4000 3000 2000 1000 0 2002

Net Profit

2003

2004

2005 YEAR

2006

2007

2008

Net Profit

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7. FINANCIAL RATIO ANALYSIS

Financial ratio is one of the most important tools to analysis and criticizes the account prepared by the business. A financial ratio means relation between two or more related item of financial statements known as ratio. The ratio may be in proportion or in percentage (%).because of ratio analysis the company can make future estimation and take step for future.

RATIO ANALYSIS

There are three branches of accounting: (1) Financial Accounting. (2) Cost Accounting. (3) Management Accounting.

In Management Accounting Manager has to prepare various statements. Manager has to do some analysis & interpretation of various data. Through this analysis manager has to evaluate past information, current position and predict future position. So, this purpose he has to do analysis of various financial situations.

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Ratio Analysis

[For year 2006-07 only]

(1). NET PROFIT RATIO := Net Profit(PAT) x100

Sales
Net Profit (PAT) Sales = = 1769.10 5705

=
=

1769.10 x100 5705

31.10 %

This ratio gives the information about actual margin of profit realized from routing activity. Generally standard margin is 10% to 15%. But t is 31.10 % so, company has good profitability. (2) Current ratio :

Current Assets Current Liability

Current Assets: - Inventories, sundry debtors, Cash and Bank Balances, other current assets, loans and advances. Current liability: Liabilities, Provisions.

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1587.33 1169.09
= 1.36:1 This ratio gives the actual information about the liquid position of the company. Standard margin of this is 2:1. Here, it is actually 1.36:1 which near the standard margin so, presenting good liquidity of the company.

(3) Liquid ratio Liquid Assets Liquid Liability

Liquid Assets Liquid Assets Liquid Liability

= = = = =

Current Assets Stock 1587.33 317.00 Current Liability Bank Over Draft 395.75 Nil 395.75

1267.33 1169.09
= 1.08: 1

This ratio gives the information above actual liquidity of the company. Standard margin of this is 1: 1 and here, it is 1.08: 1 so company ha good liquid position.

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(5) Return on share holder fund.

= Net Profit (PAT) x100

Share Holder Fund

Net Profit) PAT)

Equity Share Capital + Pre.

Share Capital + Reserve & Surplus Miscellaneous = = 270.38 + 1908.01 -9.72 2168.67

1769 4661.25

x100

= 37.95% This ratio gives the information about net margin on profit realized on share holder investment her it is 21.593%.

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LEVERAGE ANALYSIS

The term LEVERAGE may be defined as the employment of assets or sources of funds for which the firm's pay fix cost or fix return.

TYPES OF LEVERAGES 1. Financial Leverage 2. Operating Leverage 3. Composite Leverage

FINANCIAL LEVERAGE It may be defined as % change in profit before tax (PBT) as a result of a % change in earning before interest and tax. It is known as financial leverage.

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FINANCIAL LEVERAGE.

For 2006-07 Year

EBIT
=

EBT
EBIT = 603.29 (Carors)

- Interest and finance charges =

84.75

(Carors)

---------EBT - TAX = = 518.54 50.25 ----------PAT = 468.29 (Crores) (Carors) (Crores)

EBIT
=

EBT

2712
=

1769
1.53 TIMES.

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8. Profit & loss statement

Ambuja Cements Limited Profit & loss Account for the year ended 31stDecember,2007 Rs. in Crores 2007 (12 months) Rs. in Crores INCOME Sales Including VAT / Sales tax remission Rs 73.08 crores; 31.12.2006 Rs 87.03 crores Less: Excise duty Other Income

2005-2006 (12 months) Rs. in Crores

6,469.68

7,016.70

764.84 5,704.84 193.53 5,898.37

742.18 6,274.52 94.11 6,368.63

EXPENDITURE Manufacturing Expenses Variation in Stocks Employee's Cost Administrative, Selling and Other Expenses Interest and Finance Charges Depreciation and Amortization Less Self consumption of clinker cement (net of excise duty Rs 2.23 crores: 31.12.2006 - Rs 3.09 croes)

2,135.06 -56.82 208.62 1,382.33

2,514.54 9.94 233.08 1,388.46

75.85 236.34 3,981.38

113.23 326.12 4,585.37

-9.4

-10.82

3,971.91

4,574.55

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Profit before Tax and exceptional items Exceptional items Profit before tax Provision for Taxation -- Current Tax {Refer Note 25} Income Tax for earlier year {Refer Note 25} Mat credit entilement - Deferred Tax (Refer Note 10) -Deferred Tax Share in joinr venture - Fringe Benefit Tax Net Profit Balance as per last account 2006 of erstwhile ACEL (Refer Note 14) Limited {INSCL} {Refer Note 26} Transferred from Debenture Redemption Reserve Transferred to general Reserve Interim Dividend on Equity Shares Dividend Distribution Tax on above Proposed final dividend on equity Shares Dividend Distribution Tax on above

1,926.46

1,794.08

785.89 2,712.35 737 202 -

47.52 1,841.60 392 -

939 0.90 (0.01) 5.15 943.25 1,769.10 272.06 -

62 330 3.07 0.06 5.28 338.35 1,503.25 151.38 71.31

0.21 0.21 30.00 71.31 72.05

1,100.00 380.41 64.65 445.06 152.24

1,.000.00 339.89 47.67 387.56 121.35

25.87

178.11

17.02 138.37

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Balance carried to balance sheet Earnings per share in Rs. (Refer Note 8) Basic Diluted Notes forming part of the accounts

384.20

272.06

Rs 11.64 11.61

Rs 10.12 10.09

9. The Balance sheet of ambuja cement Ltd.

Ambuja Cements Limited Balance Sheet as on 31st December 2007 Rs. in Crores As on As on 31.12.2006
31.12.200 7

Rs. in Crores

Rs. in Crore s SOURCES OF FUNDS Shareholder's Funds Share Capital Share Application Money, pending allotment Employee Stock Option outstanding (Refer Note 8) Reserves & Surplus Loan Funds Secured Loans Unsecured Loans 100.00 230.42 Deferred Tax Liability, net{Refer Note 10} Total APPLICATIONS OF FUNDS Fixed Assets Gross Block Less: Depreciation Net Block Capital Work in Progress (Refer Note 28) 330.42 378.38 317.77 547.61 865.38 383.86

304.48

303.37 0.05

0.38

1.09

4,356.39

4,661.25

3,187.21 3,491.72

5,370.05

4,740.96

5,23.05 2,271.19 2,959.86 510.03

4,542.50 2,053.32 2,489.18 541.92

3,469.89

3,031.10

Advances against Capital Expenditure

186.76 3,656.65

93.01 3,124.11 1,133.12

Investments Current Assets, Loan and Advances Inventories Sundry Debtors Cash and Bank balances Other Current Assets Loans and Advances Less Current Liabilities and Provisions Liabilities Provisions Net Current Assets Miscellaneous Expenditure (to the extent nor written off or adjusted) Total Notes forming part of the Accounts

1,288.94

518.60 145.68 650.79 3.91 205.35 1,587.33 -

408.82 89.95 378.10 5.04 295.70 1,177.61

675.54 493.55 1,169.09 418.24 6.22

532.91 168.68 701.59 476.02 7.71

5,370.05

4,740.96

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BIBILIOGRAPHY

To prepare this project I have taken the guidance of some books for Theoretical concepts & definitions which are listed below:

Sr. No. 1.

Name of the Book Personnel Management

Author k. aswathappa

2.

Marketing Management

Philip Kotlar

3.

Financial Management

Prof. S.P. shah Prof. J.M. shah

CONCLUSION
Today, G.A.C.L. has become one of the larger and profitable cement units in the Indian Cement Industry. It has done his job within a very short time by providing itself as an efficient unit. From the very beginning it has maintain high quality standard and it has been approved by granting it ISO 9002. Now slowly it is going towards the international market and has started to spread its wings over there. It is slowly and steadily moving towards the grand success. G.A.C.L. is not only enveloping its own firm, but is also developing the Kodinar Taluka. It has awareness towards environment by achieving zero level pollution. At last, I really feel very good, because I get best opportunity to make project and get practical knowledge of G.A.C.L. It has really played an important role in developing our country.

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