Branding and Promotion of Ambuja Cement through

Ambuja Knowledge Centre

MASTER OF BUSINESS ADMINISTRATION
ACADEMIC SESSION: 2013-15



COMPANY GUIDE: FACULTY GUIDE:
Abhishek Bhattacharya Mr. M. Arun Kumar
Head, Branding and Promotions Assistant Professor
AMBUJA CEMENTS LTD. GITAM Institute Of Management
GITAM University


SUBMITTED BY
N. Sumanth Kumar
1225113130
MBA- 1
st
year
GITAM Institute Of Management


DECLARATION


I, N. Sumanth Kumar, a student of Masters of Business Administration (M.B.A.), GITAM
Institute of Management (GIM), GITAM University, hereby declare that the internship report
on Branding and Promotion of Ambuja Cement through Ambuja Knowledge Centre is a
genuine training process undergone by me from 05-5-2014 to 13-06-2014 under the guidance
of Mr. Abhishek Bhattacharya, Head of Branding and Promotions, Ambuja Cements
Ltd.

All the information collected and documented here are collected from authentic source and is
a genuine work done by me in partial fulfillment for the requirement of the degree of Masters
of Business Administration. I confirm that this report has not been published or submitted
elsewhere for the award of any degree in part or in full.


















____________________________ _____________________________
(Signature of the Declarant) Mr. Abhishek Bhattacharya
N. Sumanth Kumar Head, Branding and Promotions,
D.G.M, Marketing,
Ambuja Cements Ltd.




CERTIFICATE BY GUIDE

This is to certify that the project Report titled BRANDING AND PROMOTION OF
AMBUJA CEMENT THROUGH AMBUJA KNOWLEDGE CENTRE is an
original work carried out by N. Sumanth Kumar (Enrollment No 1225113130), under
my guidance and supervision, in partial fulfillment for the award of the degree of
Masters of Business Administration by GITAM Institute of Management, GITAM
University, Visakhapatnam, during the Academic year 2013-15. This report has not
been submitted to any other University or Institution for the award of any
Degree/Diploma/Certificate.







Signature of Guide
Mr. M. Arun Kumar
Assistant Professor
GITAM Institute Of Management
GITAM University



ACKNOWLEDGEMENT

This project would not have been possible without the kind support of many individuals and
the organization. I would like to extend my sincere thanks to all of them.

I would like to extend my sincere gratitude to Mr. Abhishek Bhattacharya and Mr.
Tapajith Chatterjee for their constant support and guidance and at the same time for
providing me with the autonomy to make my own choices to complete this project.

My profound sense of gratitude to our principal Prof. K Siva Rama Krishna, Dean & Principal,
Principal of GITAM Institute of Management for providing all necessary facilities to carry out my
project successfully and for his co-operation extended to us.

I extend my gratitude to Mr. M. Arun Kumar, Assistant Professor, GITAM Institute of
Management for his kind support, encouragement and for providing the guidance and
cooperation as and when needed.

I owe an incalculable acknowledgement to Assoc. Prof. Leben Johnson Mannariat,
Program Coordinator, Master of Business Administration, GITAM Institute of Management
for his support and timely help.

I also thank all my family members and friends for their cooperation and encouragement
during the project. Last but not the least I would also like to thank all the professionals who
took time to answer my questions and gave honest feedback. Their contributions have been
valuable.




CONTENTS
S.NO. DESCRIPTION
1. INTRODUCTION
1.1 HISTORY OF AMBUJA CEMENT

1.2 BRAND STORY

1.3 VISION, MISSION, OBJECTIVES & STRATEGIES OF
THE ORGANIZATION

1.4 PROFILE OF THE PRODUCTS & SERVICES

1.5 CEMENT

1.6 INFLUENCER MARKETING

1.7 VARIOUS INITIATIVES BY AMBUJA CEMENTS


2 2.1 EXECUTIVE SUMMARY
2.2 NEED OF THE STUDY
2.3 OBJECTIVES OF STUDY
2.4 SCOPE OF STUDY
2.5 RESEARCH DESIGN
2.6 DATA COLLECTION METHOD
2.7 LIMITATIONS OF THE STUDY
2.8 METHODOLOGY
3 3.1 ANALYSIS
3.2 FINDINGS

4 SUGGESTIONS

5 CONCLUSION

6 BIBLIOGRAPHY

7 ANNEXURE

1. INTRODUCTION OF THE COMPANY

Ambuja Cements Limited formerly known as Gujarat Ambuja Cement Limited, a part
of a global conglomerate Holcim, is one of Indias leading cement manufacturers and has
completed over 25 years of operations. Ambuja plays a key role in Indias development and
its blueprint for the future. It has always stayed on the fast track to growth and has gone on
to become a major player in the countrys cement sector.
The company was founded by Narotam Sekhsaria in 1983 in partnership with Suresh
Neotia. Global cement major Holcim acquired management control of Ambuja in 2006. The
Company has also made strategic investments in ACC Limited.
Ambuja has grown dynamically over the past decade. Its current cement capacity is
27.25 million tons. The Company has five integrated cement manufacturing plants and eight
cement grinding units across the country. It is the first Indian cement manufacturer to build a
captive port with three terminals along the countrys western coastline to facilitate timely,
cost effective and environmentally cleaner shipments of bulk cement to its customers. The
Company has its own fleet of ships.
Today, the Company has established itself as one of the most efficient cement
manufacturers in the world. Its environment protection measures are on par with the finest in
the country.
The Companys most distinctive attribute is its approach to business. Ambuja follows
a unique home grown philosophy called I CAN, that gives people the authority to set their
own targets and the freedom to achieve their goals. Its focus has been consistently on
Quality (of the product) and Safety (of the human resources involved in the creation of the
product).









1.1 HISTORY OF AMBUJA CEMENT



1981

Ambuja Cement was incorporated and was established as a joint venture
between the public sector Gujarat Industrial Investment Corporation (GIIC) and
Narottam Sekhsaria & Associate
1983 The company was rehabilitated into a public limited company
1985 The company set up a cement plant in technical collaboration with Krupp
Polysius, Germany, Bakau Wolf and Fuller KCP
1991 The company got necessary approvals for setting up another cement plant with
1 million tonne capacity per annum at Himachal Pradesh
1997 The company started commercial production in Kodinar plant with an
enhanced capacity
1998 The company set up a $20 million clinker Grinding unit in Sri Lanka
2005 The company set up a cement mill with a capacity of 80 TPH at Darlaghat and
commenced commercial production. The company also set up new clinker
capacity at Bhatapara in Chattisgarh and Rauri in Himachal Pradesh
2006 Global Cement Major Holcim, acquired management control of the company

2009 The company commenced commercial production at Bhatapara (Chattisgarh)
2010 The company commenced commercial production at Rauri (HP) and also
inaugurated their cement plant (grinding unit) at Dadri, Uttar Pradesh
2011 The company made strategic investments in Dang Cement Industries Pvt. Ltd

1.2 BRAND STORY
Ambuja Cements entered the industry in 1984 with a plan to set up a 700,000 ton per annum
plant in Western India. The Company commenced production in two years against the
industrys average of three years. Remarkably, it also enjoyed the lowest capital cost for a
plant of this size in the country.
Right from the start, Ambuja Cements recognized the uniqueness of the Indian market and
the need to build a brand rather than be seen as a commodity. With a large segment of the
market being retail in nature, the Company realized that any brand communication would
need to be targeted at the end user in this case the average Indian home owner.
Ambuja Cements quickly realized that it made sense to talk to them directly, but there was a
problem. Cement has been traditionally treated as a commodity. Branding was virtually non-
existent. The only differentiator between the manufacturers was the price. Ambuja Cements
was faced with two choices. Sell as a commodity at the lowest price or create a brand and
build loyalty. The Company found itself ideally suited to build a brand. It already had a
product of higher and consistent quality than the markets were used to. Now it needed to
create a distinct image. It chose to create an identity around the single most important
attribute people looked for in cement: STRENGTH. A powerful visual symbol was built
around this: the Ambuja Giant.
The result is Ambuja Cement.


Ambuja Cement has always stood for Giant Strength. Over the years, this core value of the
brand has been continuously reinforced. Ambuja has always focussed on two goals creating
a world-class brand and delivering maximum efficiency from its plants. This approach has
helped raise standards not just at Ambuja but also across the industry. Ambuja Cements was
the first to grade its product. Before the arrival of Ambuja into the sector, cement was just
cement. Quality and consistency took a back seat. Ambuja was the first to introduce 53-grade
cement in the market. By benchmarking quality standards for the industry, Ambuja became
the first cement company to receive the ISO 9002 quality certification.
It has developed technology to produce cement of consistent quality from diverse raw
materials available in different regions where its factories are located. This capability has
helped in building customer confidence. The customer does not have to worry about the
quality of cement when he buys Ambuja Cement.
Ambuja Cements always took an innovative approach in all its achievements. In its earliest,
most formative days it commissioned its manufacturing facilities in 12-19 months a time
frame no one had ever heard of. By applying the mind to ways of reducing energy
consumption, a primary expense, the company has been able to achieve one of the lowest
operating costs in the industry. Another important decision that helped the Company was to
reduce transportation cost by setting up grinding units and bulk cement terminals closest to
some of the biggest cement markets in India.
It also pioneered the innovative approach of using ships to transport bulk cement, a unique
concept in the industry.
Over time, two words have become inextricably interwoven into the companys lexicon,
work culture and ethics:











1.3 VISION, MISSION, OBJECTIVES & STRATEGIES OF THE
ORGANIZATION

a) Vision: To be the most sustainable and competitive company in our industry.


b) Mission & objective - Create Value for all :
Delighted Customers
Inspired Employees
Enlightened Partners
Energized Society
Loyal Shareholders
Healthy Environment

c) Strategies :
Best customer support
Most effective requirement-based & mandatory training for the
employees
Adoption of Eco-friendly process of production
Strong wastage control & optimum utilization of resources
Strong supply chain
Maximum Safety Control measures













1.4 PROFILE OF THE PRODUCTS & SERVICES

Products:

Fig 1: Percentage share in total production

a) Portland Pozzalana cement (PPC): It is the most durable cement & fit for the
environment. Production of PPC constitutes 85% of the total productions. PPC
consists of 60-65% of clinker, 30-35% Fly ash & 5% of Gypsum.
b) Ordinary Portland cement (OPC): Production of OPC constitutes 13% of the total
productions. OPC consists of 90-95% of clinker & 5-10% of Gypsum
c) IRST40 or 53S grade cement: It is used in production of railway sleepers.
Production of IRST40 or 53S grade cement constitutes 2% of the total production.

Services:

a) Customer support
b) Training for Masons
c) Training for Contractors
d) Architectural meet & training
e) Engineers meet & training
f) Training for Individual House Builder (IHB)
g) Concrete testing service
h) Instant Mix Proportioning
i) Modular curing sheet service Replacing water with sheet after slab casting
j) Planning & designing
k) Architectural services
85%
13%
2%
PPC OPC IRST40
1.5 CEMENT
The term cement is commonly used to refer to powdered materials which develop
strong adhesive qualities when combined with water. These materials are more properly
known as hydraulic cements. Gypsum plaster, common lime, hydraulic limes, natural
pozzalana, and Portland cements are the more common hydraulic cements, with Portland
cement being the most important in construction.
Cement was first invented by the Egyptians. Cement was later reinvented by the
Greeks and the Babylonians who made their mortar out of lime. Later, the Romans produced
cement from pozzalana, an ash found in all of the volcanic areas of Italy, by mixing the ash
with lime.
Cement is a fine grayish powder which, when mixed with water, forms a thick paste. When
this paste is mixed with sand and gravel and allowed to dry it is called concrete.
About ninety-nine percent of all cement used today is Portland cement. The name
Portland cement is not a brand name. This name was given to the cement by Joseph Aspdin
of Leeds, England who obtained a patent for his product in 1824. The concrete made from the
cement resembled the color of the natural limestone quarried on the Isle of Portland in the
English Channel. The balance of cement used today consists of masonry cement, which is
fifty percent Portland cement and fifty percent ground lime rock.
The first cement manufactured in the United States was produced in 1871 by David
Saylor of Coplay, Pennsylvania.
There are two types of raw materials which are combined to make cement:
Lime-containing materials, such as limestone, marble, oyster shells, marl, chalk, etc.
Clay and clay-like materials, such as shale, slag from blast furnaces, bauxite, iron
ore, silica, sand, etc.
It takes approximately 3,400 lbs. of raw materials to make one ton (2,000 lbs.) of
Portland cement. The mixture of materials is finely ground in a raw mill. The resultant raw
mix is burned in a rotary kiln at temperatures around 4482 degrees Celsius to form clinker.
The clinker nodules are then ground with about 3 % gypsum to produce cement with a
fineness typically of less than 90 micrometers.





Cement is one of the core industries and plays a vital role in the growth and
development of a nation. The cement industry of India is the second largest producer in the
world. The production of cement has increased at a compound annual growth rate (CAGR) of
9.7 per cent to reach 272 million tonnes (MT) during FY 0613. The production capacity is
expected to grow to 550 MT by FY 20.
India's potential in infrastructure is huge. The country is expected to become the
world's third largest construction market by 2025, adding 11.5 million homes a year to
become a US$ 1 trillion a year market, according to a study by Global Construction
Perspectives and Oxford Economics.
Notwithstanding its current position as one of the leaders in cement production,
Indias riches in the sector remain somewhat untapped. Lafarge's India business has been
very successful and the country is among the top 10 markets globally for Lafarge. But going
forward, we should rank higher because of the potential of the Indian market, says Mr
Martin Kriegner, CEO of the Indian branch of the worlds largest cement manufacturer,
Lafarge.
Market Size
India is among the best cement markets in Asia, according to Switzerland-based
cement major Holcim. The company operates in India through group companies ACC and
Ambuja Cements.
The Indian cement sector is expected to witness positive growth in coming years, with
demand set to increase at a CAGR of more than 8 per cent during 201314 to 201516,
according to the latest RNCOS report titled, Indian Cement Industry Outlook 2016. The
report further observed, after analysing the regional trend of cement consumption, that the
Southern region is creating maximum demand, which is expected to increase in future.
I nvestments
The cement industry has been expanding on the back of increasing infrastructure
activities and demand from the housing sector over the past many years. According to data
released by the Department of Industrial Policy and Promotion (DIPP), cement and gypsum
products attracted foreign direct investment (FDI) worth Rs 13,370.32 crore (US$ 2.24
billion) between April 2000 and February 2014.
Some of the major investments and developments in the Indian cement industry are as
follows:
Ambuja Cement, part of the Holcim Group, plans to invest Rs 802 crore (US$ 134.39
million) in 2014 in various ongoing projects. The company has proposed to fund the
entire capex through internal accruals, as per Ambuja Cements annual report.
Prism Cement Ltd has become the first Indian company to get the Quality Council of
India's (QCI) certification for its ready-mix concrete (RMC) plant in Kochi, Kerala.
The company received the certification from Institute for Certification and Quality
Mark (ICQM), a leading Italian certification body authorised to oversee QCI
compliance.
After commissioning its first waste-heat recovery plant at Gagal in Himachal Pradesh,
ACC plans to replicate the success at its cement plants in Wadi (Karnataka), Jamul
(Chhattisgarh), Kymore (Madhya Pradesh) and Chanda (Maharashtra) with an
investment of about Rs 360 crore (US$ 60.32 million).
UltraTech Cement Ltd, Indias biggest maker of cement, plans to buy the local assets
of Holcim Ltd and Lafarge SA.
ACC plans to invest Rs 3,000 crore (US$ 501.16 million) in a capacity upgrade and
expansion project at its Jamul plant in Chhattisgarh and its grinding unit in Jharkhand.
UltraTech Cement, an Aditya Birla Group Company, has acquired the 4.8 million
tonne per annum (MTPA) Gujarat unit of Jaypee Cement Corp for Rs 3,800 crore
(US$ 634.81 million).


Government I nitiatives
The housing segment accounts for a major portion of the total domestic demand for
cement in India. The Government of India is strongly focused on infrastructure development
to boost economic growth and plans to increase investment in infrastructure to US$ 1 trillion
in the 12th Five Year Plan (201217). During the Plan, the industry is estimated to add a
capacity of 150 MT.
Some of the major initiatives taken by the Government of India to boost the Indian
cement industry are as follows:
An expert appraisal committee under the Ministry of Environment, Government of
India, has given its approval to India Cements to double its capacity and set up a 40
megawatt (MW) power plant at one of its facilities in Tamil Nadu. The proposed
expansion project will come up at Dalavoi in Ariyalur district.
The Competition Commission of India (CCI) has approved the proposed acquisition
of cement plants of Jaypee Cement Corporation Ltd, comprising an integrated cement
unit at Sewagram and grinding unit at Wanakbori in Gujarat by Ultratech Cement Ltd.
Giving impetus to green initiatives, Goa State Pollution Control Board (GSPCB) has
signed a memorandum of understanding (MoU) with Vasavadatta Cement, a company
with its plant in Karnataka. The cement manufacturer will use the plastic waste
collected from Goa as fuel for its manufacturing plant.

Road Ahead
The cement industry in India is globally competitive as the industry continues
to witness positive trends such as cost control, continuous technology upgradation and
increased construction activities.
Indias cement industry needs to nearly double its manufacturing capacity by
2025, according to a report titled Cement Vision 2025: Scaling New Heights by the
Confederation of Indian Industry (CII). The report highlights that an additional
capacity of 330380 MT in cement and 240270 MT in clinker could be needed by
2025. This translates into an investment of close to Rs 300,000 crore (US$ 50.1
billion).


In addition, major cement manufacturers in India are also increasingly using
alternate fuels, especially bioenergy, to fire their kilns. This is not only helping to
bring down production costs of cement companies, but is also proving effective in
reducing emissions.
With the ever-increasing industrial activities, real estate, construction and
infrastructure, in addition to the onset of various Special Economic Zones (SEZs)
being developed across the country, there is a demand for cement.












1.6 INFLUENCER MARKETING
Influencer marketing also known as Influence Marketing is a form of marketing that
has emerged from a variety of recent practices and studies, in which focus is placed on
specific key individuals (or types of individual) rather than the target market as a whole. It
identifies the individuals that have influence over potential buyers, and orients marketing
activities around these influencers.
Housing sector which is also called Individual house builder constitute to 64% of
sales for cement in India. The decision of which cement to buy is made by an individual
house builder through various influencers like contractors, engineers, masons and dealers.
Thus in order to increase the sale of our brand of cement to the individual house builder it is
necessary to ensure that the influencers promote our particular brand when asked. Research
proves that when an influencer is asked which cement is best, he/she will tell two to three
brand names and the consumer ends up buying the first brand told by the influencer. So
constant interaction with the influencer segment ensures that our brand will be the first name
told when asked by an individual house builder.




1.7 VARIOUS INITIATIVES BY AMBUJA CEMENT

1) AMBUJA ABHIMAAN
Ambuja Abhimaan is a Rewards Programme that acknowledges and rewards hard
work, professional dedication and excellence, and seeks to establish a mutually beneficial
relationship between Ambuja Cements Ltd and its customers. It also offers a host of other
benefits like soft skill training, communication and development workshops, etc. to nurture
the professional skills of the customers.



2) NEEV ABHIYAN
Construction Sector is one of the largest sectors after Agriculture sector for
employment of unskilled / semi skilled workers. However, no formal training is provided to
construction workers / masons. In view of this, we felt a great opportunity to contribute to the
life of masons / construction workers by creating sustainable impact on their livelihood.
Neev Abhiyan involves skill building of masons and contractors through a customized
training course and certification for the betterment of the construction labor force and thereby
the entire industry.
Ambuja has developed different modules after assessing the needs of masons /
contractors through intensive survey of the community 2 months duration module for
construction workers, 1 months duration module for existing masons and short term mason
training module for 2 to 3 days are developed. Similarly, a customized program of Project
Management Approach is also developed for contractors.
Customer Support Group of Ambuja Cements Ltd has developed the training module
and imparts training to participants. Looking to the low literacy level of participants, many
innovative ideas & different analogies were put to increase their involvement & to make
subject interesting. They also incorporated various skill components for trainee like Capacity
Building, Team Building, program on Health & Hygiene etc.








3) AMBUJA KNOWLEDGE CENTRE
The Ambuja Knowledge Initiatives is an endeavor to seek the patronage and partnership of
the AEC Community for the wonderful world of Cement and Concrete. It's ambition is to
create a holistic resource basin on the subject of cement and concrete. It stems from
Ambujas belief in the continuous evolution of architecture, engineering and the construction
industries and thereby offering its professionals various platforms of information, inspiration
and interaction. Its interactive resource will also aim to function as an experience centre that
promotes and offers solutions for cement and concrete applications in construction.














2.1 EXECUTIVE SUMMARY
The objective of the project is to collect feedback from the influencers segment who has
attended the Ambuja Knowledge Centre initiative and to form a schedule which will meet the
requirements of the professionals and also to market Ambuja Knowledge Centre among the
influencer segment. The project was initiated with the preparation of a questionnaire which
was formed to collect the preferences' of the professionals. The next step was analysis of the
survey and preparation of the schedule of programs to be conducted in Ambuja Knowledge
Centre. The third and final step is to market AKC and to create awareness about the program
among the influencer segment.

2.2 NEED OF THE STUDY
To understand the needs and preferences of the influencer segment and thus gaining the upper
edge to instill the Ambuja brand name in the minds of the various influencer segments at
various levels. This study is required to club together various individual likes and preferences
thus helping to serve a wider audience of influencers.

2.3 OBJECTIVES OF STUDY

The objective of my study is to understand and analyze the feedback of influencers
1) What are the specific areas/ segments they would like to receive training which
may add value to their career
2) What should be the duration of the training session
3) What are the preferred days for the training session

2.4 SCOPE OF STUDY

The benefits of the study is that it helped to gain knowledge and experience and also provided
the opportunity to study and understand the true pulse of the industry and market.




2.5 RESEARCH DESIGN

Research is a careful investigation or inquiry specially through search for new facts in any
branch of knowledge. The project is a systematic presentation consisting of the problem,
formulated hypothesis, collected facts or data, analyzed facts and proposed conclusions in
form of recommendations.


1. KIND OF RESEARCH- The research is done by exploratory research. This kind of
research has the primary objective of development of insights into the problem. It
studies the main area where the problem lies and also tries to evaluate some
appropriate courses of action.

2. SAMPLE DESIGN- A complete interaction and enumeration of all the influencers
of Ambuja Cements was not possible so a sample was chosen to interact with the
influencers


2.6 DATA COLLECTION METHOD

The methodology adapted in collecting information from a sample size of 50 respondents by
using simple random sampling technique, in order to analyze and interpret the respondents
opinions and views with respect to the initiative by Ambuja cement to tap the influencer
segment. The entire study is based on both the primary data and Secondary data.

Primary data:
The primary data are collected from the respondents (influencers) of the study directly to
know their opinion.
1) Questionnaire: A Questionnaire has been prepared and distributed among the
respondents (influencers).

2) Interview: Personal Interview and interaction with the respondents.

3) Observation: By observing the working environment and various internal and external
factors affecting it.

Secondary Data:
The secondary data is that which have been already collected by some one or else which have
been passed through statistical data can be categorized into two broad categories named
published and unpublished statistics.
By going through the various records.
By going through feedback forms of earlier programs conducted by Ambuja
knowledge centre.


2.7 LIMITATIONS OF THE STUDY

As the study revolves around system of the organization and in spite of keeping serious and
sincere efforts there are several limitations. There are as follows.

Confidentiality matter restricts for an in depth study.
Personal Bias of the respondent and their busy schedule also was a limiting factor in the
collection of the data.
The perception bias or attitude of the respondents may also act as hurdle to the study.
Some of the employees had not co-operated in filling up and answering the
questionnaire.
2.8 METHODOLOGY









1st Stage
Designing an effective questionnaire that serves the
purpose of the survey
2nd Stage
Have one to one discussion with the professionals
and get their feedback
3rd Stage
Documentation of collected data
4th Stage
Analyzing of the the collected data to create the
schedule
5th Stage
Create awareness about Ambuja Knowledge Centre
among potential influencers
3.1 ANALYSIS


1.DID YOU GAIN ANY KNOWLEDGE IN ATTENDING
THE AKC PROGRAM?
Yes No
40 0



Interpretation: It was found that 100% of the influencers who were interviewed gained
knowledge in attending the knowledge gaining initiative by Ambuja Knowledge Centre.
Feedback: The interviewed influencers felt that knowledge gaining is the key to being on top
of the game in their field of work.








100%
0%
Yes No


2.WOULD YOU LIKE TO ATTEND THE TRAINING
SESSION AGAIN?
Yes No
39 1



Interpretation: It was found that 97% of the influencers who were interviewed would like to
attend the training session again
Feedback: The interviewed influencers felt that it helped them in attending the knowledge
gaining initiative by ambuja cements










97%
3%
Yes No


3. ARE THERE ANY SPECIFIC
AREAS/SEGMENTS WHERE YOU WOULD
LIKE TO RECEIVE TRAINING WHICH MAY
ADD VALUE TO YOUR CAREER
Structure
of the
building
Concrete
mix
design
Project
Management
Conrete
Technology
New
Construction
Techniques
13 3 3 8 7




Interpretation: It can be seen that majority of the people are interested to gain knowledge in
structure of the building, concrete technology and also in new construction techniques.
Feedback: Upon interview it was told that they lacked training in basic functionalities in
construction upon which cost can be optimized





0
2
4
6
8
10
12
14
Structure of the
building
Concrete mix
design
Project
Management
Conrete
Technology
New
Construction
Techniques



4. What should be the duration of the training
session?
1 hour 2 hours 3 hours 4 hours 6 hours
5 7 16 9 1




Interpretation- It can be seen that majority of the interviewee's prefer the training session to
be from 3 to 4 hours.
Feedback- The professionals wanted three to four hours of quality training which will add
value to their career.








0
2
4
6
8
10
12
14
16
18
1 hour 2 hours 3 hours 4 hours 6 hours



5. What is the preferred day for the training session?
Weekdays Weekends
Forenoon 0 12
Afternoon 8 20




Interpretation- From the survey it was noticed that professionals preferred afternoon session
during weekends for the training session to be held by Ambuja Cements.
Feedback- The professionals felt that the session won't be effective if kept during weekday
as the stress they experience is high.







0
5
10
15
20
25
30
35
Weekdays Weekends
Afternoon
Forenoon



6. WOULD YOU LIKE TO ENROL YOURSELF IN A
VIRTUAL CLUB OF INDUSTRY PROFESSIONALS FROM
YOUR FIELD?
Yes No
39 1




Interpretation- It can be seen that 97% of the respondents are interested to be part of the
virtual club of industrial professionals.
Feedback- Professionals felt that being part of such a club will help them gain more
exposure and thus attain more knowledge.







97%
3%
Yes No
3.2 FINDINGS

It was found that 100% of the influencers who were interviewed gained knowledge in
attending the knowledge gaining initiative by Ambuja Knowledge Centre.

It was found that 97% of the influencers who were interviewed would like to attend
the training session again


It can be seen that majority of the people are interested to gain knowledge in structure
of the building, concrete technology and also in new construction techniques.

It can be seen that majority of the interviewee's prefer the training session to be from
3 to 4 hours.


From the survey it was noticed that professionals preferred afternoon session during
weekends for the training session to be held by Ambuja Cements.

From the survey it was understood that AKC initiative by Ambuja Cements was a step
towards knowledge gaining for the professionals as 100% of the respondents of the
survey had felt so.


From the survey it can be understood that professionals feel that the training session
should be conducted by some eminent personality which will help the professionals
gain knowledge.

It can be seen that 97% of the respondents are interested to be part of the virtual club
of industrial professionals.








4 SUGGESTIONS

While interacting with final year Civil and Architecture student who are potential
influencers in future, it was understood that more students will come forward to
Ambuja Knowledge Centre initiative if a certificate was provided for them for each
workshop.

Increase in promotion of AKC initiative should be done to increase the reach of the
program.

From the survey done it was understood that the AKC initiative can be changed to a
paid knowledge gaining platform as the demand for such a program in the
construction industry is very high and the supply is low.


















5 CONCLUSION

The Ambuja Knowledge Initiatives is an endeavor to seek the patronage and partnership of
the AEC Community for the wonderful world of Cement and Concrete. It's ambition is to
create a holistic resource basin on the subject of cement and concrete.
It stems from Ambujas belief in the continuous evolution of architecture, engineering and
the construction industries and thereby offering its professionals various platforms of
information, inspiration and interaction. Its interactive resource will also aim to function as
an experience centre that promotes and offers solutions for cement and concrete applications
in construction.
.

















6 BIBLIOGRAPHY
David Hargreaves, 2014 Cement Plant Operations Handbook Sixth Edition.

WEBSITE CITED
http://www.ambujacement.com/about-us/the-legacy

http://www.ambujacement.com/wp-content/themes/ambuja/downloads/investor-
presentations/Investor_Presentation7thSept2013.pdf

http://www.ibef.org/industry/cement-india.aspx

http://www.equitymaster.com/research-it/sector-info/cement/Cement-Sector-
Analysis-Report.asp
















7 ANNEXURE


NAME:
EMAIL ID:
ORGANIZATION:

DESIGNATION:
CONTACT NUMBER:
PLACE:
FACEBOOK/TWITTER/LINKEDIN ID:

Ambuja Knowledge Centre aspires to create a holistic resource basin on the subject of
cement and concrete. It stems from Ambujas belief in the continuous evolution of
architecture, engineering and construction industries, thereby offering its professionals
various platforms of information, inspiration and interaction. Its interactive resource
will also aim to function as an experience centre that promotes and offers solutions for
cement and concrete applications. Its another way of giving it back to the community
and, in the process enriching it.

QUESTIONNAIRE 1

1) Are you aware of the AKC initiative by Ambuja Cement?

Yes No

2) Would you like to attend an AKC training program?

Yes No

3) Are there any specific areas/segments where you would like to receive training
which may add value to your career?


4) Would you recommend any eminent personalities for the lecture session
conducted by us?


5) What should be the length of a training session?






6) What is the preferred timing for scheduling the program?

I. Weekdays Weekends

II. Forenoon Afternoon


7) Do you think the AKC initiative is a step towards knowledge gaining for
professionals and would add value to you?


Yes No

8) If not, what are your recommendations to make the program more helpful to
you?




9) Would you like to enroll yourself in a virtual club of industry professionals from
your field?


Yes No




QUESTIONNAIRE 2


1) Are you aware of AKC initiative by Ambuja cement?

Yes No

2) How did you come to know about AKC?


3) In case you have attended AKC, when was the last date and on what topic?



4) Did you gain any knowledge by attending the AKC program?
Yes No



5) Would you like to attend the training session again?

Yes No


6) Are there any specific areas/segments where you would like to receive training which may
add value to your career?



7) Would you recommend any eminent personalities for the lecture session conducted by us?



8) What should be the duration of the training program?



9) What is the preferred timing for scheduling the program?

III. Weekdays Weekends

IV. Forenoon Afternoon

10) Would you like to enroll yourself in a virtual club of industry professionals from your field?


Yes No