Abstract: The cement industry is a critical component of any nation's infrastructure development, and in a rapidly urbanizing country like India, its role becomes even more pronounced. As urban centers expand, the demand for construction materials—especially cement—has surged, making it an intensely competitive and strategically significant sector. This study delves into the organizational framework and market dynamics of leading cement brands operating in the Porur area of Chennai, Tamil Nadu. Porur, once a suburban locality, has now transformed into a prime real estate and construction hotspot, witnessing a boom in residential apartments, commercial spaces, institutional buildings, and public infrastructure. Such development has triggered heightened demand for cement, offering a valuable opportunity for cement brands to tap into a growing market.

The core aim of this research is to analyse the organizational practices of cement companies—covering areas such as supply chain management, dealer and distributor networks, pricing strategies, brand promotion, and customer service—and to evaluate how effectively these brands are positioned to meet the demands of the Porur market. Through both primary and secondary data collection methods, including surveys, interviews, and market observation, the study assesses brand awareness, customer preferences, dealer satisfaction, and the role of marketing communication in influencing purchase decisions. A key focus is placed on understanding how cement companies maintain their competitiveness in terms of product quality, availability, pricing, promotional offers, and after-sales service.

Furthermore, the study explores the role of intermediaries such as dealers and sub-dealers in bridging the gap between manufacturers and end-users. These stakeholders play a crucial role in promoting certain brands, ensuring supply consistency, and providing credit facilities to contractors and builders. The analysis also considers factors such as consumer loyalty, price sensitivity, the impact of bulk orders, and seasonal demand fluctuations in the Porur region. Additionally, this research sheds light on challenges faced by cement companies, such as logistic constraints, rising input costs, local competition, and the need to adapt to sustainability and eco-friendly practices.

The findings of the study suggest that while several leading brands have established a strong market presence in Porur, there is still room for newer entrants and mid-level players to expand by focusing on localized marketing, strengthening dealer relationships, and offering value-added services. Cement consumption patterns in Porur reveal a preference for brands that are perceived to have superior quality, timely availability, and strong post-sales support. The research concludes that market potential in the area remains high due to ongoing urban development, and cement brands that align their organizational strategies with ground-level market realities are more likely to succeed in sustaining and growing their market share.

Keywords: Cement Industry, Organizational Study, Market Potential, Consumer Preference, Brand Positioning, Distribution Network, Dealer Analysis, Promotional Strategies, Construction Materials, Urban Development, Porur Market

| DOI: 10.17148/IARJSET.2025.125116