Business Daily from THE HINDU group of publications Sunday, Apr 08, 2007 ePaper |
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Industry & Economy
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Cement Marketing - Marketing Research Cement industry: Findings of a sample study D. Murali
Chennai April 7 Against a 17 per cent rise in demand last year, cement industry saw a sluggish growth in installed capacity, at only a little more than 1 per cent, says a study conducted by the Government. Is there a slack capacity? Not much, it seems, because nine plants in the sample achieved a capacity utilisation of more than 100 per cent (the highest being 122 per cent) in 2006; in 2005, only five plants crossed the 100 per cent capacity utilisation mark. Queerly, however, production could be enhanced only by 10.2 per cent.
Pilot project
The study, conducted as a pilot project, took a sample of 19 companies operating in the cement industry. It drew on the electronic filings of companies, and looked at parameters such as capacity, production, inputs, utility, overheads, financial measures, inventory, excise and so forth.
Profitability
How was the profitability for cement companies in 2006? Sales revenue of the sample shows an increase of 28 per cent during 2006 financial year, over the previous fiscal. Astoundingly, operating profits increased by 65.51 per cent. Profits as a percentage of sales increased from 12 per cent to 15 per cent. Lower interest and factory overhead costs resulted in increase in net profits, finds the study. "Margins from exports were highest, followed by margins from trading and domestic sales. In fact, exports generated higher sales realisation of more than 70 per cent making it a profitable venture in 2006. The industry recorded 20.5 per cent return on capital compared with 12.3 per cent in the previous year."
Costs
What about the costs? Total material cost in absolute terms rose more than a quarter. "Due to higher increase of net sales (by 28.14 per cent) than material cost, expenditure on raw materials as a percentage of net sales has marginally declined," reads a finding in the report. A marginal improvement in the usage of major raw materials is also postulated by the study. On fuel, there are interesting findings. While coal consumption in terms of quantity is higher than the standards, quantity of consumption per tonne decreased marginally, even as the quantity in terms of kilocalorie has marginally increased. Though higher grades of coal are used, the energy efficiency appears to have decreased, notes the report. Positive news on the power side is that units producing cement from clinker were able to reduce the consumption of power marginally by about 2.5 per cent. "For composite units, power consumption was lower than the standards. Saving of 3.35 per cent was achieved in consumption of power compared to previous year." Power consumption remained lower than the standards for producing major grades of cement, records the study. "Average power consumption for packaging of one tonne of cement over previous year 2005 decreased by 7.37 per cent. Average power consumption in terms of value over 2005 decreased by 14.03 per cent."
Other expenses
In absolute terms employee costs increased by 19 per cent, but as percentage of net sales, it fell by almost 6 per cent, as a result of `higher efficiency'. Similarly, administrative overheads, as a percentage of net sales, saw a decline by 7 per cent due to higher sales. Interest cost too registered a drop from 5 per cent to 3.7 per cent of net sales. Meanwhile, the share of selling and distribution expenses in net sales increased by 6 per cent compared to previous year. Expenditure on royalty and technical know-how, research and development, quality control, repairs and maintenance, and pollution control saw increases ranging from 15 per cent to 78 per cent. Growth in demand saw an 18 per cent decrease in stock. Strangely, the value of closing stock increased by more than 13 per cent. "The study indicates that inventory is overvalued to the extent of Rs 13.65 crore resulting in excessive profits shown in the financial accounts," is a disquieting snatch about the sample under focus. "Though the value of non-moving stock has decreased compared to previous year, it is still about 6 per cent of the total stock. Some of the units under study have more than 20 per cent of their stock as non-moving resulting in blockage of substantial funds." Taxman might wish for more revenues from the industry, though excise duty payable increased by more than 16 per cent in the industry, and excise duty paid increased by nearly 13 per cent in 2006 compared to the previous year.
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