BIRLA

xxxxxxxxxxxxxxxxxxxxxx
SUBMITTED TO: SUBMITTED BY:

xxxxxxxxx xxxxxxxxx
HEAD Deptt. xxxxxx Roll No.:xxxxxxxx
ACKNOWLEDGEMENT
Page 1
A serious & lasting achievement of success, one can never achieve without the
help of friendly guidance & co-proration of so many people involved in that
work.
First of all I am grateful
I feel in depth to all who helped me in my work. I am thankful to H.OD.xxx.

xxxxxxxx for the preparation of this Final project report.
I am thankful to all the retailer’s who gave me all response & co-proration
during my survey.
Last but not least I would like to thank my parents, friends because no work is
possible without blessing and good wishes. I would also like to thank all of
those who contributed direct or indirect during this whole project work.
Yours sincere regards....
xxxxxxxxxxx
PREFACE
Page 2
World is widening up & we cannot be confined to one place. In the
present area of globalization it can never be possible to make a mark in today’s
competitive environment, without perfection in work. The perfection can result
only from the proper match of theoretical as well as practical knowledge; person
with theoretical as well as practical back ground will only be able to prove
himself to best one.
As a student of Master of Business Administration (M.B.A) I have
selected xxxxxxxxx for my Final Project. During this research, I have done a
“Quantitative Research on measuring satisfaction level of Retailers with Birla
White brand vis-à-vis Other Brands.
CERTIFICATE-1
Page 3
I undersigned xxxxxxxx, the student of Master of Business
Administration (M.B.A) I hereby declare that the project work presented in this
report is my own work & has been carried out under the supervision of H.O.D.
xxxxxxxx of xxxxxxxxxx.
Date: ……………..
Place:
CERTIFICATE-2
This is certify that the study entitled " “QUANTITATIVE RESEARCH ON
Page 4
MEASURING SATISFACTION LEVEL OF RETAILERS WITH BIRLA
WHITE BRAND VIS-À-VIS OTHER BRANDS" submitted by xxxxxx to
xxxxxxx in partial fulfillment of the requirement for the degree Masters
of Business Administration (MBA) in the specialization of Marketing
Management has been approved by the student’s advisory committee after
an oral examination of the same in collaboration with the external
examiner.
Examiner
CONTENT
Chapter No Particular
Page No.
Page 5
1 Introduction
7-27
• Introduction to the Company

• Objective of the Study
• Need for Study
2 Research Methodology
28-32 Limitations of the Project
3 Analysis and Interpretation

33-59
4 Findings & Conclusions
64-66
5 Recommendations
Bibliography
Annexure
INTRODUCTION
I have completed my project report work in one of the unit of xxxxxxx Group of
industries e.g.”BIRLA WHITE CEMENT (GRASIM INDUSTRIES
LIMITED). It is one of the biggest & largest cement making company in India.
Page 6
It was stated by Aditya Birla Group. Today the Aditya Birla Group has a unique
place in national and international market.
The Aditya Birla Group is among India's largest business houses. Operating in
the country for over five decades and globally for nearly thirty years, its
revenues today are in excess of US$ 6.7 billion, with net earnings of US $500
million, a US $ 6 billion asset base, and a market cap of US $ 5 billion and
700,000 shareholders.
Its 40 state-of-the-art manufacturing units and sectorial services, anchored

by 72,000 employees, criss-cross 18 countries including Thailand, Indonesia,
Malaysia, Philippines, Egypt, Canada, USA and UK.
Changing the Role of Marketing
Today marketing means to study & monitor environmental factors which helps
the firm finding out detent need as creating needs for new, emerging &
dynamic class of consumer by using creativity, innovation in provoking,
penetrating &positioning the product.
Page 7
It is the process to know perceived value of consumers, creating value
driven products, measuring value delivery system to survive & sustain in highly
competitive environmental factor, which continuously offer some opportunities
&cause some threats.
The role of mktg. has been changing continuously, since its emergence
previously, it was given the equal importance like other departments, and then it
was given more importance than other department subsequently. Marketing has
become the canter point & marketing has become its integrative function.
Consumer focus is a necessary in today’s competitive world. Customer at

present is the queen. In other words, customer is the passport to profit. At
present customer become a most important consideration for every org.
competition global quality standards economic relatives create need of
consumer orientation & it become essential & how it can be achieved is shown
in the following charts:
CEMENT INDUSTRY & MARKETING
What is Marketing?
Page 8
According to peter f. Ducker “the Modern marketing concept is a customer
orientation back integrated marketing wined at generating customer satisfaction
as the key to satisfying organization goals, moreover, changing environment has
provided many opportunities & threats to the marketing of their products.
What is Marketing Management?
Marketing management is the process of planning & distribution of ideas,

goods & services to create exchange that satisfy individual & organizational
goals.
What is the Need for Marketing of Cement?
It is found that cement plant works more than their efficiency even with
large addition to capacity & the efficiency of new plants, the operating ratio is
not as it should be because of a slower growth in consumption & bottle necks
in transport. That is therefore witnessing a situation of glut affecting
profitability mean while input cost have been growing steadily.
As additional companies have come up in the southern & eastern regions,
the awareness in the growth of industry in early years many years may become
less pronounced. The major question there for relates to efficient marketing
arrangements & prevention of movement involving cross haulage.
There exists very stiff competition among cement marketers. Hence, they
have to adjust themselves to changing situation & use of different types of raw
materials as well as effective marketing efforts should be undertaken.
EXECUTIVE SUMMARY
As a part of my training, I have selected to conduct “QUANTITATIVE

RESEARCH ON MEASURING SATISFACTION LEVEL OF RETAILERS
WITH BIRLA WHITE BRAND VIS-À-VIS OTHER BRANDS”
Page 9
Dealer’s Satisfaction
For every organization distribution is very much important, without distribution

a firm cannot even sustain in the market. In today’s ever increasing competition
every firm must have effective distribution to compete well.
In cement product dealers can obviously perform well for his/her firm.
Moreover being nearer to consumer they can also give very good suggestions
for improvement of their companies.
I conducted a survey of the cement retailer and stockiest in Ludhiana, however,

I have tried to check the performance of BIRLA WHITE as compared to other
cement companies, as far as dealer’s (retailers) satisfaction is concerned.
Customer’s Satisfaction
The whole purpose of marketing process is customer satisfaction. Infect today

customer’s satisfaction is the only justification for the existence of the
organization. A simple method of studying customer satisfaction is to look thing
P a g e 10
from the customer’s perspective. The firm may find itself amazed at how it has
set out to positively irritate & annoy the paying customers.
The very simple logic that firm produces goods & services solely to create
customer’s satisfaction & the success or failure in achieving long term
satisfaction is what producer the firms sales, profit & ultimately survival &
share value. Every organization should bear in mind that unhappy customer tell
everyone about their complaints, unfortunately substantially more in value &
frequently than satisfied customers talk about the good services, they have
received company should do something about its complaining customer which
is a major opportunity to do the business some good. Being a student of
management &being aware of the increasing importance of customer’s
satisfaction, I decide to conduct a survey regarding customer satisfaction in
Ludhiana with reference of BIRLA WHITE.
REASON FOR SELECTING OF THE TOPIC
I did my Final Project under the guidance of my project guide Dr. R.S.
Gupata (Head of M.B.A Deptt.), I was offered to work in Ludhiana market and
understand existing status of product “BIRLA WHITE” (GRASIM
INDUSTRIES LIMITED).
P a g e 11
Due to geographical limitation, I was allowed to interact and take the help
about Birla White Cement (Grasim Industries Limited).
“QUANTITATIVE RESEARCH ON MEASURING SATISFACTION

LEVEL OF RETAILERS WITH BIRLA WHITE BRAND VIS-À-VIS OTHER
BRANDS” In Ludhiana City.
The Aditya Birla Group is among India's largest business houses.

Operating in the country for over five decades and globally for nearly thirty
P a g e 12
years, its revenues today are in excess of US$ 6.7 billion, with net earnings of
US $500 million, a US $ 6 billion asset base, and a market cap of US $ 5 billion
and 700,000 shareholders.
Its 40 state-of-the-art manufacturing units and sectoral services, anchored
by 72,000 employees, criss-cross 18 countries including Thailand, Indonesia,
Malaysia, Philippines, Egypt, Canada, USA and UK.
A premium conglomerate, the Aditya Birla Group is a dominant player in
all of the sectors in which it operates. Such as Aluminums, Viscose Staple Fiber,
Copper, Cement, Viscose Filament Yarn, Branded Apparel, Chemicals, Carbon
Black, Fertilizers, Sponge Iron, Insulators, Power, Telecom, Financial Services
and more recently Insurance.
Grasim, Hindalco, Indian Rayon, Indo Gulf and Indal from its stables - rank
among India's top 50 most respected and admired corporations
P a g e 13
Aditya Birla Group
A US $24 billion corporation with a market cap. Of US $23 billion, the Aditya
Birla Group is anchored by an extraordinary force of 100,000 employees,
belonging to 25 different nationalities. Over 50 per cent of its revenues flow
from its operations across the world.
The Aditya Birla Group's products and services offer distinctive customer
solutions worldwide. The Group has operations in 20 countries - India,
Thailand, Laos, Indonesia, Philippines, Egypt, China, Canada, Australia, USA,
UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland,
Malaysia and Korea.
In India, the Group has been adjudged "The Best Employer in India and among
the top 20 in Asia" by the Hewitt-Economic Times and Wall Street Journal
Study 2007.
Globally the Aditya Birla Group is:
•A metals powerhouse, among the world's most cost-efficient aluminium and
copper producers. Hindalco, from its fold, is a Fortune 500 Company. It is also
the largest aluminium rolling company and one of the 3 biggest producers of
primary aluminium in Asia, with the largest single location copper smelter.
•No. 1 in viscose staple fibre.
•The 3rd largest producer of insulators.
•The 4th largest producer of carbon black
•The 11th largest cement producer globally and the 2nd largest in India
•Among the world's top 15 BPO companies and among India's top 3
• Among the best energy efficient fertilisers plants.
In India:
• A premier branded garments player
•The 2nd largest player in viscose filament yarn
•The 2nd largest in the Chlor-alkali sector
P a g e 14
• Among the top 5 mobile telephony companies
• A leading player in Life Insurance and Asset Management

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where
success does not come in the way of the need to keep learning afresh, to keep
experimenting.
Beyond Business:
• Working in 3700 villages
• Reaching out to 7 million people annually through the Aditya Birla Centre for
Community Initiatives and Rural Development, spearheaded by Mrs. Rajashree
Birla.
• Focus areas are: health care, education, sustainable livelihood, infrastructure

and espousing social causes
• Run 45 Schools and 18 Hospitals
• Transcending the conventional barriers of business to send out a message that

"We Care".
GRASIM
Grasim, the flagship company of the Aditya Birla group is an Rs.6248
crore company, with assets in excess of Rs.4993 crores, net profits of 885
crores, with 17 units. It is anchored by a committed 16000 workforce.
Grasim's key focus areas are Cement and Viscose Staple Fiber. Other
businesses within Grasim's fold include sponge iron and textiles. One of India's
most respected and admired companies, Grasim enjoys a leadership position in
all of the businesses in which it operates.
It is the largest and the lowest cost producer of Viscose Staple Fibre
globally.
P a g e 15
With a total grey cement capacity of 13.12 million tons per annum
(T.P.A.), Grasim is among the largest producers of grey cement in India. It is
one of the largest producers of white cement world over, with a capacity of 400
thousand tonnes per annum and the largest in S.E Asia. Its premium brand Birla
White is the leader in white cement in India. Its innovative products recently
launched include Birla White GRC (Glass Fibre Reinforced Concrete), Birla
White Wallcare Putty, Birla White Textura and Birla White Kool n Seal. Birla
White is also exported to several countries.
The Birla White plant is located in Kharia Khangar, District Jodhpur,

Rajasthan and the GRC plant at Savli, District Vadodra and Gujarat
P a g e 16
Vision of Birla White
To be one of the Best Value Creators in the Aditya Birla Group by maintaining
Industry Leadership position and by maximising Organisational Delight,
Customer Delight, Employee Delight.
P a g e 17
PRODUCT PROFILE
PRODUCT OF THE UNIT
At Grasim Industries Ltd. (White Cement Division), we manufacture world

class products like:
Birla White Cement.

Birla White Wallcare Putty.
P a g e 18
Birla White Cement:-
“Your lifestyle... your space... Your kind of Design...”
“Welcome to the place that let's you have it all. With Birla White cement, your
dream home is just a few clicks away. As this site will show you, it makes
almost any kind of design you have in mind for your home possible. So versatile
that it is actually a design tool that you can use at your own will. Right from
creating an amazing array of flooring designs with Designer Floorings, Mosaic
or Marble to applying unusual textured finishes to the walls that make up your
home. Browse through and let your imagination unfold. And you'll see how
Birla White can bring your dream home to life.”
Birla White Cement is the product of a unique decolourising process, which

prevents oxidation of iron in the clinker. And maximizes whiteness. Its
astonishingly high refractive index and opacity impart a brilliant lustre and
smooth finish, even when mixed with pigments. Giving you cement that is pure,
super white and mixes easily with inorganic pigments. No wonder Birla White
cement is the no. 1 choice for the manufacture of decorative waterproof paints,
Mosaic tiles and Terrazzo flooring. It is also widely used for innovative
applications. Like smooth plaster, textured plaster, exposed aggregate plaster,
ceilings, fungs, hollow blocks and architectural finishes. Birla White cement can
either be used in its original form, or colored by adding inorganic pigments.
Whichever way you want it.
Birla White cement is also exported to various countries like UAE,

Bahrain and Oman. Doha-Qatar in the Middle East and Philippines, Singapore
in South East Asia, Kenya, Tanzania, Nigeria, S. Africa, Mauritius, Nepal,
Bangladesh, Australia and Sri Lanka.
Packaging: Available in 1kg, 5kg, 25Kg and 50 kg. Packs.
P a g e 19
Birla White Wallcare Putty:-
Birla White Wallcare Putty is white cement based putty. It provides a
protective base for your expensive paints. Its superior water resisting properties
prevent the paint from flaking even if the walls are damp. It's used to fill fine
pores in walls and ceilings, so you get the smooth, dry surface that's so essential
for painting. Birla White Wallcare putty has better water-resistance, adhesive
strength and durability than ordinary putties. Being cement based it has better
compatibility with the base plaster and forms a durable base for paints. It can be
applied on both, Interior and exterior walls. Making it a mini-revolution in
putties!
Available in FINE & COARSE (MATT) finish.
Only international standard white cement based Putty in India with
Water-resistant properties. (HDB-Singapore Standards)
Coarse Putty levels the wall surface.
Fine Putty provides a thin skim-coat, which acts as a protective base for
expensive paint.
Packaging: Available in 5 & 20 Kg packs.
P a g e 20
Plant profile
Plant
Birla White Cement is the premier flagship brand of Grasim Industries Ltd.
(White Cement Division). Established in 1988, in technological association with
Onoda Engineering & Consulting Japan, its initial capacity was 80,000 tonnes
per annum. In response to increasing demand, a second unit was added with
technology from Nihon Cement Co., Japan.
Today the company has an established capacity of 400 thousand tonnes

per annum. Without doubt making it India's largest white cement company.
Eco Drive
At Birla White, we believe in the environment deeply. They have an

Environmental Management System in place, and an environmental policy that
is aggressively promoted among our employees and the local community. They
believe in sustainable development that preserves the environment. And
technology selection that keeps environmental needs in mind. Is it any surprise
then to discover that They've been awarded the IERS Level-5 & ISO 14002
Certification from DNV, Netherlands, for the very highest levels of
environmental commitment?
Quality System
Birla White is the first cement plant to get ISO 9002 QMS certification from
RWTUV, Germany. It is also IQRS level-5, certified from DNV, Netherlands.
P a g e 21
Technology Partners
The Birla White plant operates on the latest state of the art technology. The
plant is equipped with novel equipments like the Vertical roller mill from
Pfeiffer, Roller press from Koppern, Continuous blending silo from IBAU,
Stacker and Reclaimer from Germany.
The whole process is completely automated by using Distributed control

systems of Leeds & Northup, USA, ABB Sweden, Fuzzy control system from
FLS Automation, Denmark and supported with the on-line X-ray cement
analyser from ARL, Switzerland.
Giving you nothing less than the whitest white, world-class cement. Every time.
P a g e 22
GRASIM INDUSTRIES LIMITED
(WHITE CEMENT DIVISION)
P a g e 23
TQIMS POLICY
Quality is the key –stone of our business excellence and ultimate goal of
customer (internal/external) satisfaction. we recognize our employees as the
biggest assets and we are committed to conduct our business in a socially and
ethically responsible manner & endeavor to create a safe & healthy environment
at work place with due regard to environmental protection.
AS A POLICY WE SHALL:
Manufacture and supply white cement and new product based on white cement
application conforming to our quality standards. Meeting the customer
requirements.
Benchmark & improvement our products, processes & systems according to

defined key performance measures to achieve the objectives.
Involve ourselves in societal development activities.
Comply with all the requirements of ISO 9001, ISO 14001, OHSAS 18001 and
SA 8000 standards.
Respect the international instrument for social accountability and comply with
all applicable laws of land and regulation.
Reduce cost by eliminating losses/cost of poor quality company wide.
Emphasize on continuous up gradation of technology. Prevention of pollution.

Hazards and conservation of resources.
Continually improve our quality. Environment occupational health, safety and
social performance.
Continuously assess and upgrade knowledge, skill and promote open

communications to maximize employees & contractors contributions for
creating safe & healthy condition at workplace.
Identify, monitor, and control occupational hazards.
To ensure that all operation are safe and do not create risk to man, machine &
environment.
P a g e 24
To ensure that the contractor, transporters and other agencies entering the
premises abide by the health & safety regulations of the company.
SAMPLING PLAN
SAMPLE SIZE:
Quota Sample (Retailers):
20% of 500 A-B-C category retailers in “Ludhiana city” Market.
Universe Sample (Stockists): All Stockists in Ludhiana city.
100 Retailers selling BIRLA WHITE Cement & other products (like Wall Care
Wall care putty sold by Paint Retailers).
All Stockists of Birla White Brands in “Ludhiana city”.
Selection of Sample:
Random, from different markets of Ludhiana city. The spread of 100 nos.
Retailers is proposed as under –
A Class (monthly off take = > 90 bags) – 25 nos.

B Class (monthly off take = > 50 & < 90 bags) – 45 nos.
C Class - 30 nos.
Sources for Contact-details of Respondents:
Company database
P a g e 25
SCOPE OF STUDY
SCPOE OF SURVEY DEDUCTED BY ME FOLLOWS:
Take the “importance-rating” & “satisfaction-rating” of Retailers on the

identified factors.
Also, identify the brands which the Retailers hold in high esteem on each of the
factors.
Most preferred brand of consumers.
Retailer survey for performance of BIRLA WHITE CEMENT.
P a g e 26
OBJECTIVE OF STUDY
1. Measurement of Satisfaction level of Retailers with Birla White brand, on
parameters important to them.
2. Identify benchmark brands which have a lasting Impression on Retailer’s

mind on each of the important parameter...
3. To know the satisfaction level of dealers(Stockist & retailer)
4. To find out attitude of dealers (Stockist & retailer) towards various white
cement brand.
5. To know dealers (stockist & retailer’s) suggestions for their respective

companies.
P a g e 27
RESEARCH METHODOLOGY
It plays a key role in marketing process. It helps in formation of marketing mix.
Product
Price
Place
Promotion
“It is a systematic gathering recording and analyzing of data about problems

relating to marketing of goods and services”.
Marketing executive need specific studies of problems and opportunity areas.

They may need a market survey a product preference test, sales forecast or
advertising effectiveness study. These studies require the talent of skilled
researcher who can apply principle of sample size, sample design and
questionnaire method to the task. These researchers usually make up the
marketing research department. Marketing research offers special information
about problems to be faced by marketing executives. The offers special
information about problems to be faced by marketing executives. The studies
are product oriented. It involves studies relating to buyer behavior product or
brand usage, advertising awareness, sales promotion, dealer behavior etc.
P a g e 28
RESEARCH DESIGN
It refers to perfect planning of every minute aspects of the research

procedure.”It is the arrangement of condition for analysis of data in a manner
that aims to combine relevance to research purpose with economy in
procedure”.
CHARACTERISTICS
OBJECTIVITY:
It should permit use of measuring instruments to measure the truth or fact that it
was intended to fine out. The measurement is fairly objective in which every
researcher using it arrives at same report.
RELIABILITY:
Consistency throughout the series of measurements. The investigator should

frame his items in such a way that respondents only give genuine response.
VALIDITY:
The instrument should measure what it is measure.
GENERALIZTION:
Refers to how well the data collected from the sample can be utilized for
drawing generalization. This may be applicable to larger group.
P a g e 29
DATA COLLECTION:
I have done this extensive research for the retailer satisfaction using the survey
method. In survey method I had collected two types of data.
PRIMARY DATA
SECONDERY DATA
PRIMARY DATA: This refers to the data collected for the first time by the
researcher. The various sources from where I have collected the primary data
are:
RETAILER’S
STOKIST
SECONDARY DATA: This refers to the data collected from internal sources
as well as external sources. Its also collected from the various websites, books,
nobles.
TYPES OF INTERNAL SOURCES TYPE OF EXTERNAL SOURCES
RETAILER BILLS LIBRARY

STOCK ACTIVITY LITERATURE
ACCOUNTS DEPARTMENT TRADE ASSOCIATIONS
PRODCT COST SELLING ACTIVITY GOVERMAENT
DEPARTMENTS
METHOD OF DATA COLLECTION:
Structure and opened and close ended questionnaire is used.
P a g e 30
PROBLEM IDENTIFICATION
The problems which prompt me to conduct such survey was to know to what
extent the customers(retailer’s) of Birla white cement are satisfied as compared
to consumers of other cement brands. Another problem was to know the degree
of stockiest satisfaction in comparison of what others, which will have direct
impact on sales.
SAMPLING PLAN
POPULATION
For dealer’s (retailer’s) satisfaction survey – total dealers of Birla white cement
in Ludhiana city.
SAMPLING METHOD
For my survey I have used convince sampling method.
SAMPLE SIZE:
Quota Sample (Retailers):
20% of 500 A-B-C category retailers in “Ludhiana city” Market.
Universe Sample (Stockists): All Stockists in Ludhiana city.
100 Retailers selling BIRLA WHITE Cement & other products (like Wall care
putty sold by Paint Retailers).
All Stockists of Birla White Brands in “Ludhiana city”.
Selection of Sample:
Random, from different markets of Ludhiana city. The spread of 100 nos.
P a g e 31
Retailers is proposed as under –
A Class (monthly off take = > 90 bags) – 25 nos.

B Class (monthly off take = > 50 & < 90 bags) – 45 nos.
C Class- 30 nos.
Sources for Contact-details of Respondents:
Company database
P a g e 32
ANYALYSIS & INTERPRETATION
Analysis & interpretation is one of the most important step in the research
procedure. The success or failure of the research largely depends on how
successfully the analysis & interpretation is done.
Make data meaningful we classify the data according to different

variables to make it tabulation is done of the classified data main purpose of
tabulation is done of the classified data main purpose of tabulation is to know
the frequency of response. it helps to develop relationship between the data &
also to compare the data. This whole thing is called analysis of data.
Next stage after analysis of data is to interpret the analyzed data.

Interpretation means what does the analysis means & on the basis of that to
determine cause & effect relationship. In short, interpretation means to give
meaning to over all analysis.
The analysis & interpretation of retailer’s satisfaction survey & dealer’s

research are as follows:
P a g e 33
1. Which are the Birla white brand you sale?
i) Wall care putty ii) white cement iii) Both
Birla white cement 86 86%

Wall care putty 100 100%
BOTH 86 86%
(cement & wall care
putty)
Interpretation
From this above chart it is shown that total 100 retailers sell Birla white putty
and in that 100 retailer 86 sell Birla white cement also, It is clear that 100%
retailer sell wall care putty and 86% retailer sell both wall care putty & white
cement and only.
P a g e 34
FOR WHITE CEMENT
2. According to you which brand you feel satisfy in white cement and
how much you are satisfied with them?
BIRLA
WHITE
86
JK
9
Interpretation
Above chart and table shows that 86 retailers are satisfied with Birla white
cement and 9 retailers are also satisfied with jk white cement out of those 86
retailers.
P a g e 35
IN BIRLA WHITE CEMENT (Give marks from 0
to 5)
Parameter Fully Satisfie Oka Not much Unsatisfied No

s satisfied d y satisfied 1 idea
(marks) 5 4 3 2 0
Quality 79 7 Nil Nil Nil Nil
Interpretation
From the above graph & table , it show that 79 retailer’s give 5, means they
are fully satisfied with Birla white and 7 retailer’s gave 4(satisfied) by Birla
White when quality is concern. In present it shown as 92% fully satisfied,
8% satisfied, 0% okay, 0% not much satisfied, 0% unsatisfied, 0% no idea.
P a g e 36
IN BIRLA WHITE CEMENT
(Give marks from 0 to 5)
Paramete Fully Satisfie Oka Not much Unsatisfie No

rs satisfied d y satisfied d idea
(marks) 5 4 3 2 1 0
Price 49 34 3 Nil Nil Nil
Interpretation
From the above graph & table it show that, 49 retailers gave 5 (fully satisfied),
34 retailers gave 4 (satisfied), 3 retailers gave 3(okay) when price concern. In
present it shown as 57% fully satisfied, 40% satisfied, 3% okay and 0% not
much satisfied, 0% unsatisfied, 0% no idea.
P a g e 37
Parameter Fully Satisfied Oka Not much Unsatisfied No idea

s satisfied 4 y satisfied 1 0
(marks) 5 3 2
Delivery 68 18 Nil Nil Nil Nil
Interpretation
18 retailers gave 4 (satisfied) when delivery is concern. In present it shown as
79% fully satisfied, 21% satisfied, 0% okay and 0% not much satisfied, 0%
unsatisfied, 0% no idea.
P a g e 38
Parameter Fully Satisfied Oka Not much Unsatisfied No idea

s satisfied 4 y satisfied 1 0
(Marks) 5 3 2
Promotion 24 42 19 Nil 1 Nil
Interpretation
42 retailers gave 4 (satisfied), 19 retailers gave 3(okay) and 1 retailer gave
1(unsatisfied) when promotion is concern. In present it shown as 28% fully
satisfied, 49% satisfied, 22% okay and 0% not much satisfied, 1% unsatisfied,
0% no idea.
P a g e 39
Parameters Fully Satisfied Okay Not much Unsatisfied No idea

(Marks) satisfied 4 3 satisfied 1 0
5 2
Payment 22 46 18 Nil Nil Nil
Interpretation
46 retailers gave 4 (satisfied), 18 retailers gave 3(okay) when payment is
concern. In present it shown as 26% fully satisfied, 53% satisfied, 21% okay
and 0% not much satisfied, 0% unsatisfied, 0% no idea.
P a g e 40

(marks) satisfied 4 3 satisfied 1 0
5 2
Packaging 67 19 Nil Nil Nil Nil
Interpretation
19 retailers gave 4 (satisfied), when packaging is concern. In present it shown as
P a g e 41
3. According to you which brands you feel satisfy in putty?
Interpretation
From the above graph & table it show that, 90% retailers are satisfied with Birla
white wall care putty, and 5% retailers are satisfied with build plus, 2% are
satisfied with eco plus, 2% are satisfied with wall mate, 1% are satisfied with
Pawan.
P a g e 42
FOR WALL CARE PUTTY

5 2
Quality 79 16 5 Nil Nil Nil
Interpretation
From the above graph & table it show that in Birla white cement 79 retailers
gave 5 (fully satisfied), 16 retailers gave 4 (satisfied), 5 retailers gave 3(okay)
when quality is concern. In present it shown as 79% fully satisfied, 16%
satisfied, 5% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.
P a g e 43
FOR WALL CARE PUTTY

5 2
Price 7 32 54 5 2 Nil
Interpretation
From the above graph & table it show that, 7 retailers gave 5 (fully satisfied), 32
retailers gave 4 (satisfied), 54 retailers gave 3(okay), 5 retailers gave 2(not much
satisfied), 2 retailers gave 1(unsatisfied) when price is concern. In present it
shown as 7% fully satisfied, 32% satisfied, 54% okay and 5% not much
satisfied, 2% unsatisfied, 0% no idea.
P a g e 44
FOR WALL CARE PUTTY

5 2
Delivery 70 30 Nil Nil Nil Nil
Interpretation
30 retailers gave 4 (satisfied), when delivery is concern. In present it shown as
FOR WALL CARE PUTTY
P a g e 45

5 2
promotion 24 52 19 3 2 Nil
Interpretation
52 retailers gave 4 (satisfied), 19 retailers gave 3(okay), 3 retailers gave 2(not
much satisfied), 2 retailers gave 1(unsatisfied) when promotion is concern. In
FOR WALL CARE PUTTY

P a g e 46
5 2
Payment 17 44 35 4 Nil Nil
Interpretation
From the above graph & table it show that 17 retailers gave 5 (fully satisfied),
much satisfied), when payment is concern. In present it shown as 17% fully
0% no idea.
FOR WALL CARE PUTTY

P a g e 47
5 2
Packaging 27 46 23 4 Nil Nil
Interpretation
From the above graph & table it show that 27 retailers gave 5 (fully satisfied),
much satisfied), when packaging is concern. In present it shown as 27% fully
0% no idea.
4. According to you which are the brand have whiteness and strength
most in white cement and how much you are satisfied with them?
P a g e 48
FOR CEMENT
IN BIRLA WHITE
Parameters Fully Satisfie Ok Not much Unsatisfie No
satisfied d ay satisfied d idea
5 4 3 2 1 0
Whiteness 65 21 Nil Nil Nil Nil
& strength
Interpretation
Above chart and table shows that 86 retailers are satisfied with Birla white
cement and 9 retailers are satisfied with jk white cement, when whiteness and
strength is concern.rom the above graph & table it show that 65 retailers gave 5
(fully satisfied), 21 retailers gave 4 (satisfied), when whiteness and strength is
Concern. In present it shown as 76% fully satisfied, 24% satisfied, 0% okay and
0% not much satisfied, 0% unsatisfied, 0% no idea.
5. How much you are satisfied with the retailer scheme in white cement
and putty?
FOR WALL CARE PUTTY & CEMENT
P a g e 49
IN BIRLA WHITE
Parameters Fully Satisfie Ok Not much Unsatisfie No

satisfied d ay satisfied d idea
5 4 3 2 1 0
Retailers 5 69 25 1 Nil Nil
Scheme
Interpretation
retailers gave 4 (satisfied), 25 retailers gave 3(okay), 1 retailers gave 2(not much
satisfied), when retailer scheme is concern. In present it shown as 5% fully
0% no idea.
6. According to you it is good to give painter token scheme in putty and

how much you satisfied with it?
P a g e 50
Company Fully Satisfie Ok Not much Unsatisfie No
(Marks) satisfied d ay satisfied d idea
5 4 3 2 1 0
BIRAL Nil 36 47 16 1 Nil
WHITE
Interpretation
From the above graph & table it show that, 83% retailers say yes and 17% say
no and 36 retailers gave 4 (satisfied), 47 retailers gave 3(okay), 16 retailers gave
2(not much satisfied), 1 retailers gave 1(unsatisfied) when painter token scheme
is concern. In present it shown as 0% fully satisfied, 36% satisfied, 47% okay
7. Are you satisfied with on site/shop delivery without any conditions in

cement and putty and how much you are satisfied with it? (Give
marks from 0 to 5)

5 4 3 2 1 0
P a g e 51
BIRAL 66 33 1 Nil Nil Nil
WHITE
Interpretation
From the above graph & table it shown that 99% retailers say yes and 1%
retailer say no.
Also shown 66 retailers gave 5 (fully satisfied), 33 retailers gave 4 (satisfied), 1
retailers gave 3(okay), when on site/shop delivery is concern. In present it
8. How much you are satisfied with advance payment discount?


5 4 3 2 1 0
P a g e 52
WHITE
Interpretation
retailers gave 4 (satisfied), 35 retailers gave 3(okay), when advance payment
discount is concern. In present is shown as 6% fully satisfied, 59% satisfied,
35% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.
9. How much you are satisfied with the painter/builder/engineer meet?


5 4 3 2 1 0
P a g e 53
WHITE
Interpretation
54 retailers gave 4 (satisfied), 20 retailers gave 3(okay), when
painter/builder/engineer meet is concern. In present it shown as 26% fully
0% no idea.
10.According to you which brands do display most effectively and how

much you are satisfied with it?

5 4 3 2 1 0
P a g e 54
WHITE
Interpretation
From the above graph & table it show that 90% retailers say Birla white do
display effectively and 5% say jk do display effectively and 5% other brand do
display effectively in both putty and white cement and in Birla white 34 retailers
gave 5 (fully satisfied), 48 retailers gave 4 (satisfied), 18 retailers gave 3(okay),
when display is concern. In present it shown as 34% fully satisfied, 48%
satisfied, 18% okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.
11.According to you, which brand is popular in white cement how much
you are satisfied with it?

5 4 3 2 1 0
BIRAL 77 9 Nil Nil Nil Nil
WHITE
P a g e 55
Interpretation
From the above graph & table it show that 91% are say Birla white is popular
and 9% say jk white is popular and in Birla white 77 retailers gave 5 (fully
satisfied), 9 retailers gave 4 (satisfied), when demand of cement is concern. In
12.According to you, which brand is popular in putty and how much

you satisfied with it?

5 4 3 2 1 0
P a g e 56
WHITE
Interpretation
From the above graph & table it shown that 90% retailers say Birla white putty
is popular and rest 10% say other like wall mate, build plus, eco plus and in
Birla white 71 retailers gave 5 (fully satisfied), 15 retailers gave 4 (satisfied), 14
retailers gave 3(okay), when demand of wall care putty is concern. In present it
13.Are you satisfied by technical assistance service cell and how much
you are satisfied with it?

5 4 3 2 1 0
BIRAL 2 42 15 Nil Nil 41
WHITE
P a g e 57
Interpretation
retailers gave 4 (satisfied), 15 retailers gave 3(okay), when technical assistance
service cell is concern. In present it shown as 2% fully satisfied, 42% satisfied,
15% okay and 0% not much satisfied, 20% unsatisfied, 41% no idea.
14.According to you, in which brand you feel most satisfactory and how
much you are satisfied with that brand?

5 4 3 2 1 0
WHITE
P a g e 58
Interpretation
60 retailers gave 4 (satisfied), 11 retailers gave 3(okay), when promotion is
concern. In present it shown as 29% fully satisfied, 60% satisfied, 11% okay
SWOT ANALYSIS
A string brand image is the biggest strength of Birla white- Birla white is
positioned in the minds of consumers in such a way that it reflects the strength
of quality.
Retailer scheme provide a competitive advancement to Birla white.
P a g e 59
Distribution is a key to success-cement and wall care putty is a bulky product
involving cost of transportation. To avoid unnecessary cost. Birla white has
unique distribution system. Because of its proximity to the Ludhiana, it has
competitive access to the large export.
Most of all quality is the key to success and Birla white brand maintain quality
and it is certified like ISO 9001, ISO 14001, OHSAS 18001 and SA 8000
standards.
Painter token scheme and cash discount also make Birla white more popular
and retailer and painter get benefit of scheme.
Promotion also a factor which affects satisfaction level and Birla white do
promotion so effectively they provide displays to the retailers which lead or
promote the product.
Any product can reached in the market by retailer and company should solve the
problems of retailers for that purpose Birla white does painter/retailer/engineer
meet which enhance satisfaction level.
Technical assistances cell also strength of Birla white but only few retailers
know about this cell.
WEAKNESS
The only weakness of Birla white is that company has suffers in some
way because of local brand which are low cost.
OPPORTUNITIES
P a g e 60
Birla white have good opportunity in wall care putty and white cement Birla
white wall care putty , people are now aware with the putty benefits and they are
purchasing it .
THREATS
Birla white is having the highest share in Ludhiana. Hence, company does not
suffer from any threat competitors or foreign companies coming in India.
But only threat is competition between retailers.
FINDINGS
Birla white have excellent quality and retailers are satisfied with the quality and
no competitors have such quality like Birla white.
Birla white have good quality but price is little high than other local competitor
like Build plus, Coat Care, Max Rout, Mastro, Wall Mat, Pawan, Eco Plus,
Super Mix, Eco,Classic, Asian, JK White etc.
P a g e 61
In Birla white retailers get low margin in wall care putty and local brand gave
retailer high margin, so they promote the local brand but Birla white have good
brand image in the mind of customer and retailer have faith on it because of
quality.
promotion in so important and according to retailers, Birla white do promotion

by providing displays to retailers and many media use by Birla white for
promoting.
Birla white give cash discount to his retailers and they does regular painter and
retailers meet. And almost all retailers satisfied with it.
Birla white is a popular brand and it has changed its packaging, many retailers
are say old packaging was good. But new packaging is so efficient in stopping
mixing or cheating.
Birla white also provide painter token in Birla white wall care putty. That makes
painter satisfied and delight. And he use only Birla white.
Birla white also have a cell “Technical Assistance Cell” which assess the quarry
of customer.
In Wallcare putty, there are 76(app.) local compotator, but retailers are satisfied
with Birla white wall care putty.
ADVANTAGES
More demand of Birla white brand, it has a brand image and also an old
company.
Birla white has good quality.
Consumers are satisfied after purchasing the Birla white product.
Retailers are satisfied with Birla white brand.
P a g e 62
“Technical assistance services” also an advantage for Birla white.
DISADVANTAGES
Only internal competition (mean competition between retailers) is

disadvantages.
P a g e 63
LIMITATIONS
In my entire course of project I collected an interpreted the data with outmost
reliability and consistency, but due to subjectivity and prejudice of the
customers and dealers, I face certain limitations which are as follows: -
Survey is limited to Ludhiana region only.
Answers of questionnaire depend upon belief of retailers which may differ from
the reality.
Survey is conducted by considering the time constraint sample size during this
time period may not be adequate.
Exaggerated information could have been given by retailers to impress or to cut

short the interviewers.
A chance of wrong answer is there.
P a g e 64
SUGGESTIONS
The performance of Birla white is good in the market & also Birla white has a
brand name and it is very popular. But from the survey I found that there is
more need to frequent advertisement is not considered directly in buying, but
it’s essential to promote the sales.
To satisfied retailer and stockiest company should give more commission to

retailers & give more credit terms and to satisfy retailers more attention on
quality at fair prices.
Company should try to manage competition between retailers and try to build an
association of retailers so they stop cut throat competition and get enough profit.
Company should do few more retailer meet in a year.
P a g e 65
CONCLUSION
As a part of my study, I have done my Final project in Birla white
(Grasim Industries Limited).I have done Final project work on “Quantitative
Research on measuring satisfaction level of Retailers with Birla White brand
vis-à-vis other brands”.
I have taken visit of the unit & collected all the information regarding to the
project report. And then take a survey on retailers’ satisfaction in Ludhiana city.
From the survey of retailers, I conclude that retailers play an important role with
the help of retailers product reached to the consumer. So it is important to
satisfy them and they satisfied while; they went well quality at fair price & from
the survey of retailers because retailers are key factor for the cement industry. If
retailers are satisfied with level they get from the company than adversely it
affects the company’s sales.
Finally I would like to conclude that Birla white (Grasim Industries Limited)
is one of the most reputed companies in the Indian market but still there are
better scope of improvements. Company should take in to account dealers
(retailer) suggestions & views to improve the performance.
P a g e 66
BIBLOGRAPHY
MARKETING MANAGEMENT: - PHILIP KOTLER (13TH Edition)
Website :- www.birlawhite.com
Research Methodology : - C.R.KOTHARI.
P a g e 67
ANNEXURE
TOPIC :- Quantitative research on measuring the satisfaction level of retailers
with Birla white vis-à-vis other brand
Name of shop : -___________________________ Date

__/__/08
Name of respondent : -___________________________
Address : -___________________________
___________________________
_____________________________ Ph no.
____________
☻Rate according to your satisfaction level:

For Fully satisfied give “5” b.) For satisfied Birla Other Other
give “4” c.) For okay give “3” white
d.) For not much satisfied give “2” e.) For
unsatisfied give “1” f.) For no idea give “0”
1] Which are the Birla white brand you sale?

i) Putty ii) white cement
iii) Both
2] According to you which brand you feel satisfy in white cement and how
much you are satisfied with them?
i) Quality
ii) Price
iii) Delivery
iv) Promotion
v) Payment
vi) Packaging
3] According to you which brand you feel BW Other Other

satisfy in putty and how much you are satisfied
with them?
i) Quality
ii) Price
iii) Delivery
iv) Promotion
v) Payment
P a g e 68
vi) Packaging
4] According to you which are the brand have

whiteness and strength most in white cement and
how much you are satisfied with them?
5] How much you are satisfied with the retailer

scheme in white cement and putty?
6] According to you it is good to give painter

token scheme in putty and how much you
satisfied with it?
7] According to you which brands give on

site/shop delivery without any conditions in
cement and putty and how much you are satisfied with it?
8] Are you satisfied with advance

payment discount?
9] Which brand does the
painter/builder/engineer meet?
10] Which brand do display most
effectively?
11] According to you, which brand is popular in white cement?
___________________________
12] According to you, which brand is popular in putty?
___________________________
13] Are you satisfied by technical assistance service cell and how much you are
satisfied with it?
___________________________
14] According to you, in which brand you feel most satisfactory and how much
you are satisfied with that brand?
___________________________
P a g e 69
Comments
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________
TOPIC :- Quantitative research on measuring the satisfaction level of retailers

with Birla white vis-à-vis other brand
__________________
SUNEEL KUMAR
P a g e 70

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SUBMITTED TO: SUBMITTED BY:

First of all I am grateful

I feel in depth to all who helped me in my work. I am thankful to H.OD.xxx.

Yours sincere regards....

This is certify that the study entitled " “QUANTITATIVE RESEARCH ON

• Introduction to the Company

3 Analysis and Interpretation

Its 40 state-of-the-art manufacturing units and sectorial services, anchored

Changing the Role of Marketing

Consumer focus is a necessary in today’s competitive world. Customer at

CEMENT INDUSTRY & MARKETING

What is Marketing Management?

Marketing management is the process of planning & distribution of ideas,

What is the Need for Marketing of Cement?

As a part of my training, I have selected to conduct “QUANTITATIVE

For every organization distribution is very much important, without distribution

I conducted a survey of the cement retailer and stockiest in Ludhiana, however,

The whole purpose of marketing process is customer satisfaction. Infect today

REASON FOR SELECTING OF THE TOPIC

“QUANTITATIVE RESEARCH ON MEASURING SATISFACTION

The Aditya Birla Group is among India's largest business houses.

•No. 1 in viscose staple fibre.

•The 3rd largest producer of insulators.

•The 4th largest producer of carbon black

• Among the best energy efficient fertilisers plants.

•The 2nd largest player in viscose filament yarn

•The 2nd largest in the Chlor-alkali sector

• A leading player in Life Insurance and Asset Management

• Focus areas are: health care, education, sustainable livelihood, infrastructure

• Run 45 Schools and 18 Hospitals

• Transcending the conventional barriers of business to send out a message that

The Birla White plant is located in Kharia Khangar, District Jodhpur,

PRODUCT OF THE UNIT

At Grasim Industries Ltd. (White Cement Division), we manufacture world

Birla White Cement.

“Your lifestyle... your space... Your kind of Design...”

Birla White Cement is the product of a unique decolourising process, which

Birla White cement is also exported to various countries like UAE,

Packaging: Available in 1kg, 5kg, 25Kg and 50 kg. Packs.

Today the company has an established capacity of 400 thousand tonnes

At Birla White, we believe in the environment deeply. They have an

The whole process is completely automated by using Distributed control

Benchmark & improvement our products, processes & systems according to

Involve ourselves in societal development activities.

Reduce cost by eliminating losses/cost of poor quality company wide.

Emphasize on continuous up gradation of technology. Prevention of pollution.

Continuously assess and upgrade knowledge, skill and promote open

Identify, monitor, and control occupational hazards.

Quota Sample (Retailers):

20% of 500 A-B-C category retailers in “Ludhiana city” Market.

Universe Sample (Stockists): All Stockists in Ludhiana city.

All Stockists of Birla White Brands in “Ludhiana city”.

Retailers is proposed as under –

A Class (monthly off take = > 90 bags) – 25 nos.

Sources for Contact-details of Respondents:

SCPOE OF SURVEY DEDUCTED BY ME FOLLOWS:

Take the “importance-rating” & “satisfaction-rating” of Retailers on the

Most preferred brand of consumers.

Retailer survey for performance of BIRLA WHITE CEMENT.

2. Identify benchmark brands which have a lasting Impression on Retailer’s

3. To know the satisfaction level of dealers(Stockist & retailer)

5. To know dealers (stockist & retailer’s) suggestions for their respective