3333333333333333333333333333333333333333333333333333333333333333333333 33333333335

200 9

SUMMER INTERNSHIP REPORT
12 May–26

ON ON “Developing Marketing Strategy by Knowing “Developing Marketing Strategy by Knowing Brand-Position of BCW/CCW Products for Birla Brand-Position of BCW/CCW Products for Birla Corporation Limited” Corporation Limited”

IN IN Birla Corporation Limited Birla Corporation Limited By:Chanderia, Chittorgarh Chanderia, Chittorgarh VINEET RAJORIA Rajasthan. (India)July 08-10 Rajasthan. (India) R.No. - AB029

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Contents:-

SR. NO. PARTICULARS 1 2 3 4 5 6 7 Acknowledgement Executive Summary About Cement Industry Cement Industry at a Glance April-2009 Capacity Wise Top 10 Players of Year-2007-08 Quality Control and Assurance Introduction of Birla Corporation Limited
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PAGE NO. 4 5 7 10 22 24 26 27 28 31 32 33 36 37 37 39 41 46 48 49 51 54 55 58 60 63 64 71 72 73 74 75

History and Company profile

 Company Logo  Corporate Social Responsibility

Awards and Achievements

 Brief Information about Various Division 8 Unit Profile (BCW and CCW)  Values, Mission, Vision  Environment Safety  Awards  Information about Various Departments  Distribution Channel 9 10 11 12 13 14 15 16 17 18 19 20 21 22 Raw Material Require for Cement Manufacturing Process of Cement Products of BCW and CCW Sulphate Resistant Cement (SRC) Ordinary Portland Cement (OPC) Variety of Cement and their Application About Brand-Positioning Research-Methodology Data-Analysis Results Conclusion Suggestion Future Of Cement Industry SWOT Analysis

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ACKNOWLEDGEMENT
Words are indeed inadequate to convey my deep sense of gratitude to all those who have helped me in completing my summer project to the best of my ability. Being a part of this project has certainly been a unique and a very productive experience on my part.

I am really thankful to Mr. D.S. Sharma (G.M. MARKETING) for making all kinds of arrangements to carry the project successfully and for guiding and helping me to solve all kinds of quarries regarding the project work. His systematic way of working and in comparable guidance has inspired the pace of the project to a great extent.

I would also like to thank my mentor and project – coordinator, Mr. Mukesh Dad (Assistant Manager Marketing TCS) for assigning me a project of such a great learning experience and acquainting me with real life project financing and appraisal.

This project also would not have been successful without the help of Dr. S. K. Jain (Dy. G.M. HRD). Last but not least I would like to thank all the employees of Birla Corporation Ltd. who have directly or indirectly helped me with their moral support for the completion of my project.

VINEET RAJORIA NSB School of Business, New Delhi.

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EXECUTIVE SUMMARY
Founded in 1919 by the visionary industrialist, Shri G.D. Birla, at the outskirts of the then Calcutta. Birla Manufacturing Company Ltd. was the first company of Birla industrial conglomerate. Under the stewardship of his nephew, Shri M.P. Birla, the company diversified and expanded its business interest beyond cement, jute, PVC goods, steel casting and auto trims. Birla Corporation Limited is the flagship company of M.P. Birla group. It has variety in its basket. The core business of Birla Corporation Limited is cement, generating 93% of the revenue for the company, 6% jute and 1% from other sectors.

The project entitled “KNOWING BRAND POSITIONING OF BIRLA SAMRAT CEMENT IN JAIPUR MARKET.” The term of study was kept limited to make the title true. The focus of the report is to get the crystal clear understanding of the Brand positioning of Birla Samrat Cement in Rajasthan. Particularly in Jaipur owing the status of heart of Rajasthan. With the growing Indian economy and the government policies for infrastructure the demand for cement is increasing and seeing this as an opportunity we are under taking many new projects for expansion of the production which are under implementation for increasing the capacity of the plants. Brand position has been taken into the consideration by two ways – overall study of the whole Birla Market and by Doing Survey of whole cement market of above mentioned city.

The project contains the basic things which are necessary for knowing BrandPositioning of Company. Firstly is the Market Research is done by me in Jaipur by Taking SIX major Brands Birla Samrat Cement, Ambuja Cement, Ultratech Cement, Binani Cement, J.K. Cement and Shree Cement. Data collected by me only from Dealers and Sub-dealers of these companies. After data collection Research Methodology is done and find out the Brand-Positioning of cement in Jaipur.

In a nut-shell after the completion of my Brief and Vast report on the crucial subject matter of “Knowing the Brand-Position of Birla Corporation Limited”. I in my long lasting view has brought an eternal light towards “Findings, Suggestions and Constraints” regarding the Brand Position of the Birla Corporation which can play a vital role in taking it to the heights of the Success and goodwill to capture a good market share in this Neck-To-Neck Competition Creating hyper tension.

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INTRODUCTION Cement Industry:Cement Industry originated in India when the first plant commenced production in 1914 at Porbandar, Gujarat. The industry has since been growing at a steady pace, but in the initial stage, particularly during the period before Independence, the growth had been very slow. Since indigenous production was not sufficient to meet the entire domestic demand, the Government had to control its price and distribution statutorily. Large quantities of cement had to be imported for meeting the deficit. The industry was partially decontrolled in 1982 and this gave impetus to its pace of growth. Installed capacity increased to more than double from 27 million tons in 1980-81to 62 million tons in 1989-90. The cement industry responded positively to liberalization policy and the Government decontrolled the industry fully on 1st March 1989. From 1991 onwards cement industry got the status of a priority industry in schedule III of the industry policy statement, which made it eligible for automatic approval for foreign investment up to 51% and also for technical collaboration on normal terms of payment of royalty. After the globalization and liberalization of Indian economy, the cement industry has been growing rapidly at an average rate of 9 per cent. The country is now the second largest producer of cement in the world next only to China with a total capacity of 217.80 million tones. Additionally, in the last two decades, the industry has undergone rapid technological up gradation and growth, and now, some of the cement plants in India are comparable to the world’s best operating plants in all respects. Till a few years ago India was importing cement from other countries, as the production could not meet the demand for the whole country. Now the tables have turned as India has started exporting large quantities of cement and clinker to Bangladesh, Nepal, Sri Lanka, Maldives, Mauritius, Africa, Seychelles, Burma, UAE, and Singapore etc. India is today the second largest producer of cement in world with an installed capacity of close to 217.80 million tons per year. 95 % is consumed domestically and only 5% is exported. Demand is growing at more than 10 % per annum. More than 90 % of production comes from large cement plants. There are a total of 146 large and more than 350 small cement manufacturing units in the country. More than 80% of the cementmanufacturing units use modern environment friendly “dry” process. In the cement industry there are two sectors – one consisting of large plants and the other consisting of mini cement plants. A factory with an installed capacity exceeding 2, 97,000 tones per annum (900 tons per day) is a large plant and with capacity up to and including 2,97,000 tons is a mini cement plant. At present, there are 146 large plants and about 365 mini cement plants. Since mini cement plants are scattered all over the country with a number of associations representing different types of processes, sizes etc. and some of them are even tiny units, it has not been possible to obtain correct data of this sector. The present installed capacity of large plants is 217.80 million tons and the estimated capacity of mini cement plants is 11.8 million tons.

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Overview of the performance of the Cement Sector:The Indian cement Industry not only ranks second in the production of cement in the world but also produces quality cement, which meets global standards. However, the industry faces a number of constraints in terms of high cost of power, high railway tariff; high incidence of state and central levies and duties; lack of private and public investment in infrastructure projects; poor quality coal and inadequate growth of related infrastructure like sea and rail transport, ports and bulk terminals. In order to utilize excess capacity available with the cement industry, the government has identified the following thrust areas for increasing demand for cement:  Housing development programmers and Promotion of concrete highways and roads;  Use of ready-mix concrete in large infrastructure projects;  Construction of concrete roads in rural areas under Prime Ministers Gram Sadak Yojana. In India, the different types of cement are manufactured using dry, semi-dry, and wet processes. In the production of Clinker Cement, a lot of energy is required. It is produced by using materials such as limestone, iron oxides, aluminum, and silicon oxides. Among the different kinds of cement produced in India, Portland Pozzolana Cement, Ordinary Portland Cement, and Portland Blast Furnace Slag Cement are the most important because they account for around 99% of the total cement production in India.

Major players in Indian cement sector: ACC  Lafarge  Gujarat Ambuja Cement  Ultratech Cement  India Cements  Century Cements  Jaypee Group  Madras Cements  Birla Corporation Limited

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Different types of cement that are produced in India are:
• Ordinary Portland cement (OPC): OPC, popularly known as grey cement, has 95 per cent clinker and 5 per cent Gypsum and other materials. It accounts for 70 per cent of the total consumption. • Portland Pozzolana Cement (PPC): PPC has 80 per cent clinker, 15 per cent pozzolana and 5 per cent gypsum and Accounts for 18 per cent of the total cement consumption. It is manufactured because it uses fly ash/burnt clay/coal waste as the main ingredient. • White Cement: White cement is basically OPC - clinker using fuel oil (instead of coal) with iron oxide content below 0.4 per cent to ensure whiteness. A special cooling technique is used in its production. It is used to enhance aesthetic value in tiles and flooring. White cement is much more expensive than grey cement. • Portland Blast Furnace Slag Cement (PBFSC): PBFSC consists of 45 per cent clinker, 50 per cent blast furnace slag and 5 per cent gypsum and accounts for 10 per cent of the total cement consumed. It has a heat of hydrations even lower than PPC and are generally used in the construction of dams and similar massive constructions. • Rapid Hardening Portland cement: Rapid Hardening Portland Cement is similar to OPC, except that it is ground much finer, so that on casting, the compressible strength increases rapidly. • Water Proof Cement: Water Proof Cement is similar to OPC, with a small portion of calcium stearate or non- sponifibale oil to impart waterproofing properties.

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CEMENT INDUSTRY – AT A GLANCE April 2009
1.
a)

Analytical Review
Cement Production and Dispatches During April 09, Cement Production was 16.84 Mn.T, registering a growth of 12.12% as compared to 15.02 Mn.T in April-08. Cement Dispatches were 16.65 Mn.T in April 09, showing a growth of 13.03% as compared to 14.73 Mn.T in April 08.

b)

Cement/Clinker Export During April 09, Cement Export was 0.30 Mn.T a growth of 57.89% as compared to 0.19 Mn. T. in April 08. Clinker Export also witnessed a growth of 69.23% (from 0.13 Mn. T in Apr 08 to 0.22 Mn.T in Apr 09).

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Capacity at the beginning of the year 2008-2009 was 197.79 Mn.T.

LIST OF CEMENT PLANT IN INDIA
Sr.No. Region/State Location Capacity (Mn.T.)

NORTHERN REGION

48.44

UTTARAKHAND 1 Ambuja Cmts Ltd. (G) Roorkee 1

1

HARYANA 2 3 4 CCI Ltd. Jaypee – Panipat (G) Grasim – Panipat (G) Charkhi-Dadri Panipat Panipat 0.17 1 1.3

2.47

PUNJAB 5 6 7 Ambuja Cmts Ltd.(G) Ambuja Cmts Ltd.(G) Grasim Cement (G) Ropar Bhatinda Bhatinda 2.5 0.5 1.75

4.75

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RAJASTHAN 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 ACC Ltd. Birla Cement Chanderia Cement Mangalam Cement Neer Shree Cement Aditya Cement J.K.Cement J.K.Cement J.K.Cement Lakshmi Cement L.K. Udaipur Udyog Ambuja Cmt.-Rabriyawas Shree Cement Binani Cmt-Sirohi Binani Cmt-Sikar Shriram Cement Lakheri Chittorgarh Chittorgarh Morak Morak Shambhupura Nimbahera Mangrol Gotan Sirohi Road Udaipur Pali Beawar Sirohi Neem Ka Thana Kota 1.5 0.72 1.28 1 1 1.8 3.3 0.75 0.47 3.4 0.9 1.8 9.1 4.6 1.4 0.2

33.22

HIMACHAL PRADESH 24 25 26 ACC Ltd. CCI Ltd. Ambuja Cmts Ltd. Gagal Rajban Dariaghat 4.4 0.2 1.6

6.2

DELHI 27 CCI Ltd.(G) Tughalakabad 0.5

0.5

JAMMU and KASHMIR 28 J and K Cement Khrew 0.2

0.2

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EASTHERN REGION

29.89

ASSAM 2 9 CCI Ltd. Bokajan 0.20

0.20

MEGHALAYA 3 Mawmluh Cherra 0 3 Meghalaya Cement Ltd. 1 3 Cement Manu. Co. Ltd 2 3 Megha T and E (P)Ltd G 3 Cherrapunji Lumshnong Lumshnong Lumshnong 0.20 0.30 0.59 0.46

1.55

BIHAR 3 Kalyanpur Cement 4 Banjari 1.00

1.00

JHARKHAND 3 ACC Ltd. 5 3 ACC Ltd. (G) 6 3 Lafarge (G) 7 3 Lemos Cement 8 3 Sone Valley 9 Chaibasa Sindri Singhbhum Khalari Japla 0.87 0.91 3.00 0.11 0.25

5.14

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ORISSA 4 UltraTech Cement Ltd.- JCW (G) 0 4 OCL India-Rajgangpur 1 4 OCL India-Kapilas G 2 4 Bargarh Cement Works 3 Jharsuguda Rajgangpur Kapilas Bargarh 1.00 1.80 0.90 0.96

4.66

WEST BENGAL 4 Damodhar Cmt Works G) 4 4 Bir1a Corp. Ltd.-Durgapur (G) 5 4 Bir1a Corp. Ltd.-Durgapur Hitech (G) 6 4 Ambuja Cmts Ltd.(G) 7 4 Ambuja Cmts Ltd.(G) 8 4 UltraTech Cement Ltd.-WBCW (G) 9 Purulia Durgapur Durgapur Sankrail Farakka Durgapur 0.53 0.60 1.00 1.00 1.00 1.20

5.33

CHHATIISGARH 5 ACC Ltd. 0 5 Century Cement 1 Jamul Tilda 1.58 2.10

12.01

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5 Grasim Cement 2 5 CCI Ltd. 3 5 CCI Ltd. 4 5 Lafarge-Arasmeta 5 5 UltraTech Cement Ltd.HCW 6 5 Ambuja Cmt - Bhalapara 7 5 Lafarge 8

Raipur Akaltara Mandhar Bilaspur Hirml Bhalapara Sonadih

2.50 0.40 0.38 1.60 1.90 1.00 0.55

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SOUTHERN REGION

69.03

ANDHRA PRADESH 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 Kesoram Cement Orient Cement Zuari Cement CCl ltd. CCl ltd. Andhra Cement (G) Andhra Cement India Cements India Cements- Visaka India Cements Raasi Cement Sri Vishnu Cement Madras Cements UllraTech Cement ltd. -APCW Kistna KCP ltd. Panyam Cements Rain Comdl. Unit- I Rain Comdl. Unit - II line 1 and 2 Penna Cement Penna Cement Penna Cement My Home Indus. Ltd. Ramagundam Devapur Krishna Nagar Adilabad Tender Vishakhapatnam Nadikude Chilamkur Tandur Yerraguntla Wadapally Sitapuram Jaggayyapet Tadipalri Kistna Machena Bugganipalle Ramapuram Rachena Tadipalri Boyareddypalli Ganeshpahad Mellacheruvu Mandai 1.50 2.40 2.20 0.40 1.00 0.62 0.80 1.45 1.12 0.52 2.30 1.20 2.00 2.00 0.21 0.66 0.53 1.40 2.60 1.50 2.00 1.00 3.20

32.61

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TAMILNADU 82 83 84 85 86 87 88 89 90 91 92 93 94 95 ACC ltd. Grasim South India Cements India Cements India Cements India Cements (G) Tamil Nadu Cements Tamil Nadu Cements Madras Cements Madras Cements Chellinad Cement Chellinad Cement Dalmia Cements UllraTech Cement ltd.-ARCW (G) Madukkarai Reddipalayam Tulaiyuth Sankaridurg Trichy Vallur Alangulam Ariyalur R.S. Raja Nagar Alalhiyur Karur Karikalli Dalmiapuram Arakonam 0.96 1.40 1.80 0.60 1.85 1.10 0.40 0.50 1.80 3.12 0.60 1.20 4.00 1.10

20.43

KARNATAKA 96 97 98 99 ACC ltd. ACC ltd.-New Vasavadalta Cement Rajashree Cement Wadi Wadi Sedam Malkhed Ammasandra Kurkunla Shahabad Bagalkot Ginigera 2.59 2.60 4.10 3.20 0.57 0.20 0.48 0.33 1.30

15.37

100 Mysore Cements 101 CCI Ltd. 102 HMP Cements ltd. 103 Bagalkot Udyog ltd. 104 Ultra Tech -Ginigera(G)

KERALA 105 Malabar Cements

0.62 Palghat 0.42

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106 Malabar Cements (G)

Alappuzha WESTERN REGION

0.20 32.39

GUJRAT 10 Sikka 7 10 Saurastra Cement 8 10 Gujrat Sidhee Cement 9 11 HMP Cements Ltd 0 11 Ultra Tech Cement Ltd 1 11 Narmada Cement 2 11 Narmada Cement (G) 3 11 Ambuja Cement 4 11 Guj. Ambuja Cement 5 11 Sanghi Indus Ltd 6 11 Ambuja Cmt-Magdalla G 7 11 Lakshmi Cmt-Kalol (G) 8 Sikka Ranavav Veraval Porbandar Pipavav Jafrabad Magdalla Kodinar Kodinar Abdasa Magdalla Kalol 1.08 1.16 1.2 0.2 5.8 0.5 0.7 1.5 3 2.6 1 0.55

19.29

MAHARASTRA 11 ACC Ltd 9 12 Manikgarh Cement 0 Chanda Manikgarh 1 1.9

13.1

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12 Rajashree Cement (G) 1 12 Ultra Tech Cement Ltd-ACW 2 12 Narmada Cement (G) 3 12 Indo Rama Cement(G) 4 12 Orient Cement (G) 5 12 Maratha Cement 6

Hotgi Chandrapur Ratnagiri Raigad Jalgoan Chandrapur

1.8 3.6 0.4 1 1 2.4

CENTRAL REGION

28.16

UTTAR PRADESH 12 ACC Ltd (G) 7 12 Birla Cement(G) 8 12 Diamond Cement(G) 9 13 U.P State Cement 0 13 U.P State Cement(G) 1 13 Jaypee Cement(B) 2 13 Jaypee Ayodhya(G) 3 13 Grasim-Dadri(G) 4 Tikaria Raibareli Jhansi Dalla Chunar Sadva Khurd Tanda Dadri 2.31 0.63 0.5 0.43 1.5 0.6 1 1.3

8.27

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MADHYA PRADESH

19.89

13 ACC Ltd. 5 13 Birla Vikas 6 13 Satna Cement 7 13 Maihar Cement 8 13 Vikram Cement 9 14 Diamond Cement 0 14 CCI Ltd 1 14 Jaypee Cement 2 14 Jaypee Cement 3 14 Prism Cement 4

Kymore Satna Satna Maihar Jawad Road Damoh Neemuch Rewa Bela Satna

2.2 0.8 0.75 3.8 3 1.03 0.4 3 2.4 2.51

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Capacity Additions – 2008-2009:
Mn. T. Month of Commissio ning May 08 Jun 08 Aug. 08 Sep 08 Feb 09 Mar 09 Mar 09 Mar 09 Mar 09 Mar 09 Capacity Existing Capacity Added / Derated 0.90 2.00 1.10 1.30 0.55 1.60 2.40 2.50 2.00 2.00 16.35 Total

Name of the Plant (a) New OCL India -Kapilas (G) Rain Comdt. Unit-II Line 2 India Cements-Vallur (G) UltraTech-Ginigera (G) Lakshmi Cmt-Kalol (G) Aditya Cement – II UltraTech - APCW II Dalmia – Kadapa Madras Cmts-Ariyalur Chettinad-Ariyalur Total – (a) (b) Expansion Madras Cements - R.S. Raja Nagar Vasvadatta Cement Rain Comdt. Unit-1 Rain Comdt. Unit-II Line 1 My Home Indus. Ltd. Mangalam Cement J.K. Gotan Kesoram Cement Dalmia – Dalmiapuram Total – (b) Total – (a+b)

State

Orissa A.P. T.N. KAR GUJ RAJ A.P. A.P. T.N. T.N.

-

0.90 2.00 1.10 1.30 0.55 1.60 2.40 2.50 2.00 2.00

TN KAR A.P. A.P. A.P. RAJ RAJ A.P. T.N.

Apr. 08 Apr. 08 Jun 08 Jun 08 Jun 08 Sep 08 Sep 08 Nov 08 Dec 08

1.20 3.65 1.00 0.50 2.76 0.50 0.10 1.20 3.50

0.60 0.45 0.40 0.10 0.44 0.50 0.37 0.30 0.50 3.66 20.01

1.80 4.10 1.40 0.60 3.20 1.00 0.47 1.50 4.00

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Variety wise Cement Production – 2008-2009 (Apr - Mar) in%
Region North East South West Centre All India OPC 23 5 31 43 13 25 PPC 77 54 62 55 86 67 PBFS 40 7 2 8 Others Neg. 1 Neg. Neg. 1 Neg. Total 100 100 100 100 100 100

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% Growth in Cement Production – (2009-2010/2008-2009) (Apr)
State Northern Region Haryana Punjab Rajasthan Himachal Pradesh Northern Region Eastern Region Meghalaya Jharkhand Orissa West Bengal Chhattisgarh Eastern Region Southern Region Andhra Pradesh Tamil Nadu Karnataka Southern Region 11 23 9 14 All India 12 11 13 10 26 2 8 Central Region 10 212 32 12 1 15 Western Region Central Region Uttar Pradesh Madhya Pradesh 34 3 9 %age CHANGE State Western Region Gujarat Maharashtra 26 -9 %age CHANGE

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% Growth in Cement Consumption–(2008-09/200708) (Apr-Mar)
State Northern Region Uttarakhand Haryana Punjab Rajasthan Himachal Pradesh Delhi Northern Region Eastern Region Bihar Jharkhand Orissa West Bengal Chhattisgarh Eastern Region 12 16 16 5 9 11 Western Region Central Region Uttar Pradesh Madhya Pradesh Central Region All India Note: Figures only for major cement consuming states are given. 10 12 10 8 5 -4 4 -5 6 2 35 5 Southern Region Western Region Gujarat Maharashtra 4 6 10 %age Change State Southern Region Andhra Pradesh Tamil Nadu Karnataka Kerala 22 10 -2 11 %age Change

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CAPACITY WISE TOP TEN PLAYERS FOR YEAR 2007-2008
(Figures in Mn.T.) COMAPNY HOLCIM / ACC / AMBUJA GRASIM / ULTRA TECH CEMENT JAYPEE GROUP THE INDIAN CEMENTS LTD. SHREE CEMENT CENTURY TEXTILES and INDUSTRIES LTD. BIRLA CORPORATION LTD. MADRAS CEMENTS LTD. LAFARGE INDIA PRIVATE LTD. J.K. CEMENT CAPACITY 38.21 36.25 9.93 9.64 9.10 7.80

5.78 5.47 5.15 4.30

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Detail of Cement Plants
Rajasthan (Northern Region) All India Ranking - 1 (Cement Production)

Sl. No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Name of Cement Company ACC Ltd. Birla Corp. Ltd. - Birla Cement Works Birla Corp. Ltd. - Chanderia Cement Works Mangalam Cement Neer Shree Cement Grasim Industries Ltd.-Aditya Cement J.K. Cements Ltd. J.K. Cements Ltd. J.K. Cements Ltd. Lakshmi Cement J.K. Udaipur Udyog Ltd. Ambuja Cements Ltd.Rabriyawas Shree Cement Ltd. Binani Cement Binani Cement (G) Shriram Cement Works Total

Location Lakheri Chittorgarh Chittorgarh Morak Morak Shambhupura Nimbahera Mangrol Gotan Sirohi Road Udaipur Pali Beawar Sirohi Neem Ka Thana Kota

Annual Installed Capacity (Million Tones) 1.50 0.72 1.28 0.50 1.00 1.80 3.30 0.75 0.10 3.40 0.90 1.80 9.10 4.60 1.40 0.20 32.35

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QUALITY CONTROL AND ASSURANCE
In order to ensure quality, effective control has to be exercised throughout the process of production. The control procedures cover all aspects of cement manufacture from quarry operation, handling, mixing and grinding to packing. In order to achieve quality assurance, most of the cement plants have established facilities for sophisticated controls. Some of the important controls introduced in the cement industry as follows: • • • • •

Computerized mine planning and deposit evaluation to enable optimum use of raw material Online X-ray fluorescence spectrometer for raw material control and raw mix design. Better aided instrumentation and process measurements using X-ray analysis, gas analyzers, temperature and pressure measuring devices, etc. Centralized kiln control system in conjunction with expert control systems for process and operation control. Continuous monitoring of quality in production by plants as well as by the certifying agency, namely, Bureau of Indian Standards (BIS) under compulsory Certification Scheme. BIS certification is compulsory for all varieties and grades of cement under the Cement (Quality Control) Order, 1962 issued under the Essential Commodities Act, 1955. Since the Indian cement industry recognizes that ISO-9000 quality system is extremely important for quality assurance, reliability and competitiveness, about 45 cement plants have already secured ISO-9000 Certification. The Total Quality Management (TQM) concept has also been adopted by more than 70 cement plants. Besides, some leading companies have acquired TPM (Total Productive Maintenance) accreditation. Some manufacturers are going ahead for world class rating, e.g. WCM (World Class Manufacturing) or ERP (Enterprise Resource Planning) to be at par with ‘Best Practices’ anywhere in the world. India produces different varieties and grades of cement, namely, Ordinary Portland Cement (OPC) (33, 43, 53 grades), Portland Pozzolana Cement (PPC), Portland Blast Furnace Slag Cement (PBFSC) and many other varieties. Some of these varieties are used for special applications, e.g. blended cement helps in resisting certain chemical agents, sulphate resisting cement can be used in places where concentration of sulphate is more, a low heat cement is used for mass concreting work like dams, barrages and deep foundations. All these varieties of cement have been covered by Indian Standard Specifications.

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Indian Standard Specifications
Portland Cements – 43 Grade and 53 Grade IS:8112 and IS:12269 IS:1489 IS:455 IS:6452

Portland Pozzolana Cement (PPC) Portland Blast Furnace Slag Cement (PBFS) High Alumina Cement for Structural Use Rapid Hardening Portland Cement

High Strength Ordinary Oil Well Cement Sulphate Resistant Portland Cement Low Heat Portland Cement White Portland Cement Hydrophobic Cement and Masonry Cement Super Sulphate Cement Foreign specifications to which cement can be supplied

IS:8229 IS:12330 IS:12600 IS:8042 IS:8043 and IS:3466 IS:6909 BS-12 ASTM-150, 595. ISO-9002 Importers’ Specifications IRST-40

Railway Concrete Sleepers

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INTRODUCTION OF BIRLA CORPORATION LIMITED
History of the company:
The company was founded by Late Shri G.D.Birla and was incorporated on 25th August 1919, in the name and style of The Birla Jute Manufacturing Company Limited. A man of vision and enterprise, he set up the first Indian –Owned Jute Mill near Kolkata which marked not only the birth of the company but also the beginning of the Birla Industrial Group in India. The company grew steadily under his guidance in the earlier years. Thereafter Shri M.P.Birla took over the reins of the company and he helped transform it from a jute mill to a leading multi-product, multi-location corporate with widespread activities. Today, the product range includes cement, jute goods, vinoleum floor covering, auto trims and steel castings. After the demise of Shri M.P.Birla in 1990, Smt.Priyamvada Birla took over as the Chairman of the company and under her Chairmanship; company crossed the Rs.1, 000 cores plus turnover mark. After the demise of Smt.Priyamvada Birla on 3 rd July 2004, Shri R.S. Lodha took over as the chairman of the company and under his Chairmanship, company has attained new heights. The name of the company was changed to Birla Corporation Limited with effect from 27th October, 1988 to establish the size, image and conglomerate character of the company.

Credit Rating of the Company:
Credit Analysis and Research Limited ( CARE ) has assigned “CARE AA” rating for the company long and medium term facilities of more than one year tenure and PR 1 + ( PR one plus) rating for short term bank facilities, aggregating Rs.500 crores. Further, the rating Committee of CARE has re-affirmed PR 1 + rating and CARE AA rating for short term debt and the proposed long term borrowing program of the company.

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Company Profile:
Birla Corporation Limited is a multi- product conglomerate. • It plays significant roles in the Cement, Jute, PVC floor Covering, Auto Trim and Steel casting industries.

Late Shri M.P.Birla

Late Smt. Priyamvada Birla

MANAGEMENT
The day- to- day management of the company is being looked after by the Chief Executive Officer, Shri B.R. Nahar who is assisted by a team of highly qualified professional persons. Chairman CEO ED and

Late Shri R.S. Lodha Board of Directors Shri N.K. Kejriwal Smt. Nandini Nopany Shri Harsh V. Lodha Shri Pracheta Majumdar

Shri B.R. Nahar

Shri Vikram Swarup Shri Anand Bordia Shri B.B. Tandon Shri D.N.Ghosh

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Logo of Birla Corporation Limited

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The corporate symbol of concentric circles around a triangle represents this very multi-dimensional nature. The apex of the triangle is a visual representation of the force that drives the entire corporation – the unifying force in search of excellence. The various sub-business units are diverse in interest and operation. But they are held together by this centripetal drive. The circles represent the inspiration to explore new frontiers of growth.

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MISSION and VISION

Mission:  To achieve international standards of excellence in all aspect of division and diversified business with focus on customer delight through value of product, Services, cost and reduction.  To maximize creation for wealth and satisfaction for the stakeholder.  To foster a culture of participation and innovation of employee growth and contribution.  To cultivate high standards of business ethics and total Quality Management.  To provide technology and service through sustained research and development.  To attain leadership in developing, adopting and assimilating state-of-art technology for competitive advantage.  Offered full opportunities and challenges to develop individually enabling career growth.  Encouraged to acquire knowledge to meet the challenges of new technologies and business needs in the changing scenario.

Educated and guided to inculcate and practice right values as are nurtured by the organization.

Vision:

A major diversified, transnational, integrated company with leadership and a strong environment conscience playing a national role in cement, Jute, Auto trim, Venolium and public distribution.

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OBJECTIVES and OBLIGATIONS
Objectives:  To serve the national interests in the Product and related sectors in accordance and consistent with Government policies.  To earn a reasonable ate of on interest.  To maximize utilization of the existing facilities in order to improve efficiency and increase productivity.  To work towards the achievement of self-sufficiency in the field of cement market by setting up adequate capacity and to build up expertise in lying of crude.  To further enhance distribution network for providing assured service to customers throughout the country through expansion of reseller network as per Marketing Plan/ Government approval.

Obligations:  Towards Customers and Dealers: To provide prompt, courteous and efficient service and quality products at fair and reasonable prices.

Towards Suppliers:

To ensure prompt dealings with integrity, impartiality and

courtesy and promote ancillary industries.

Towards Employees: Develop their capability and advancement through appropriate training and carrier planning.

 Towards Community: To develop techno-economically viable and environment friendly products for the benefit of the people.

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Corporate Social Responsibilities:Educational Activities: South Point School, Kolkata, West Bengal  M.P. Birla Foundation Higher Secondary School, Kolkata, West Bengal  M.P. Birla Shiksha Bhawan, Allahabad, Uttar Pradesh  M.P. Birla Industrial Training Institute, Rewa, Madhya Pradesh  Birlapur Vidyalaya, West Bengal  Birla Vikas Vidyalaya, Satna, Madhya Pradesh  School at Chittorgarh, Rajasthan  Sarada Kanya Vidyapith, Barrackpore, West Bengal  M.P. Birla Foundation Veda Sanskrit Pathshala, Bangalore, Karnataka

Medical Activities: Bombay Hospital, Mumbai, Maharashtra  Belle Vue Clinic, Kolkata, West Bengal  M.P. Birla Medical Research Centre at Birlapur, West Bengal and Satna, Madhya Pradesh  Birla Vikas Hospital, Satna, Madhya Pradesh  Birlapur Hospital, Birlapur, West Bengal  Dispensary at Allahabad, Uttar Pradesh  Hindustan Medical Institution at Barrackpore, West Bengal

Other Philanthropic Activities: M.P. Birla Planetarium, Kolkata, West Bengal  Express Dairy, Behala, Kolkata, West Bengal

Joka Agricultural and Horticultural Society, Joka, West Bengal

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SOCIAL SERVICES:  

Water Facilities in Satna and Chanderia. Roads in Chanderia. Cleanness Campaign with Zilla Parishad in Chanderia.

AWARDS and ACHIEVEMENTS:-to do more...
 

 CAPEXIL “Special Export Award” every year, since 1990  ISO 9002 certification for Satna Cement Works, Birla Vikas Cement and Durgapur Cement Works.  ISO 9001-2000(QMS) certification for Birla Cement Works, Chanderia Cement Works from BVQL, UK. IS/ISO 14001 certification in 1999-2000 for Satna Cement Works and Birla Vikas Cement in 2002-2003 for Birla Cement Works and Chanderia Cement Works for environment management systems and “Best in Energy Performance” in 1986-87. "Best in Energy Performance" for Satna Cement Works in 1993-94, 1994-95,  1995-96 and 1997-98.  "Best improvement in Thermal Energy Performance" recognition from NCB for Birla Cement Works in 1992-93 and Chanderia Cement Works in 1993-94. "Bhama Shah Samman" from the Rajasthan Government for Educational  Activities. "Excellence in Improving Machinery Health Condition" in 1997. Ministry of Labour, Government of India, for Birla Cement Works and Chanderia Cement Works in 1998-99 and again in 2001-02.

  

  

 

 "Lal Bahadur Shastri Memorial National Award" for Excellent Pollution Control

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CEMENT DIVISION:
Cement is the primary product of the company and accounts for around 90% of the turnover of the company. The company has seven cement plants at four locations, namely, Satna Cement Works (SCW) and Birla Vikas Cement (BVC) at Satna (Madhya Pradesh), Chanderia Cement Works (CCW) and Birla Cement Works. ( BCW) at Chanderia ( Rajasthan ), Durgapur Cement Works( DCW ) and Durga Hitech Cement ( DHC ) at Durgapur ( West Bengal ) and Cement Grinding Unit at Raibareli (Uttar Pradesh). The present installed capacity of cement is 58.80 lac metric tones per annum.

LOCATION OF PLANTS IN INDIA

STATE
Madhya Pradesh

TOWN
Satna

UNITS
Satna Cement Works Birla Vikas Cement Birla Cement Works Chanderia Cement Works Durgapur Cement Works Durga Hitech Cement Raibareli Grinding unit

Rajasthan

Chanderia

West Bengal

Durgapur

Uttar Pradesh

Raibareli

CAPACITY: 5.78 Mill. Ts.

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The Product and Brand names are as follows:Units
Birla Cement Works Chanderia Cement Works

Products
OPC - 43G, 55G, PPC PPC

Brand Name
Birla Cement Chetak Birla Cement Samrat Birla Cement Samrat Birla Cement Khajuraho Birla Cement Samrat

Satna Cement Works Birla Vikas Cement

PPC and OPC (43 Gr.)

Raibareli Grinding Unit

Portland Pozzolana Cement (PPC) Portland Slag Cement (PSC)

Durgapur Cement Works

Birla Cement Birla Premium Cement

Durga Hitech Cement

Portland Pozzolana Cement (PPC)

Birla Cement Samrat

Special Cements
• • •

Sulphate Resistant Cement Low-alkali Cement Railway Sleeper Grade Cement IRS T-40 Low Heat Cement

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JUTE DIVISION
The company’s jute division has two jute units, one at Birlapur, Budge and the other at Narkeldanga, Kolkata. The combined installed capacity of jute unit is 14,000 spindles in the fine side and 2,160 spindles in the coarse side. The company has a wide market for its products both in local and international market. Almost 45% of its products are exported to various European countries, USA, Japan and Middle East. Value added product such Lino Hessian, carpet backing, specialty fabrics, matting, continues to be in high demand. For hydrocarbon free bags, the foreign market popularly refers the company’s bags as “Birla Safe Bags “. The products are highly rated in the industry by way of quality and are classified as premium quality.

AUTO TRIM DIVISION
Auto Trim Division was established in the year 1995. The production for the year was 139173 pcs. as compared to 233379 pcs. in the previous year. The unit are located at Birlapur (West Bengal), Gurgaon (Haryana), and Chakan near Pune (Maharashtra). The division has also obtained One-Step Technology from Italy Utilizing energy efficient recyclable polypropylene wood material. The major customers are Maruti Udyog Ltd., Hindustan Motors and Mahindra and Mahindra Ltd.

VINOLEUM DIVISION
The Vinoleum division was established in the year 1989. The production for the year was 5.08 lac sq. mts.as compared to 5.26 lac sq. mtrs. in the previous year. The products are marked under the brand name “ Birla Vinoleum “ and PVC floor covering for institutional application is marked in the brand name of “ Super Corporate “.

STEEL CASTING
The company also has a facility for manufacture of steel castings at Satna with an installed capacity of 3,750 tons of iron and steel castings. The production for the year was 1235 tones as compared to 1301 tons in the previous year.

Subsidiary Company:
: Birla Jute Supply Company Limited : Talavadi Cements Limited : Lok Cements Limited : Budge Budge Floor Covering Limited (Earlier DLW Limited)

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BIRLA CEMENT WORKS Chanderia, Chittorgarh (Rajasthan) (Unit of M/s. BIRLA CORPORATION LIMITED)
“MAJBUT HAR PAL”

Unit Profile:
BIRLA CEMENT WORKS (BCW) is a unit of Birla Corporation Limited (A Part of MP Birla Group), which is a major producer of cement in India, particularly in the States of Rajasthan, MP, and UP and WB. It is a part of Rs. 5000 crores Birla Corporation Limited (BCL), which manufactures Jute products, Synthetic Yarn, Linoleum, Carbide, Steel Castings, Auto Trims etc. in addition of cement having registered office at Kolkata. BCL is having six manufacturing units – two in the State of Rajasthan located at Chanderia, two in Madhya Pradesh located at Satna, one in Uttar Pradesh located at Raibareli and one in West Bengal located at Durgapur. BCW is producing different types of cement like 43 grade OPC and PPC, which represents the best quality, easy workability, high strength and durability along with operational stability and economy. Birla Cement Works has a well established market in Rajasthan, Gujarat, Haryana, and Punjab, Delhi and U.P. Its cement brand – SAMRAT (Portland Pozzolana Cement) was launched in 1997 and is widely accepted by both urban and rural customers.

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The company is awarded with ISO 9001-2000 and ISO 14001 certificates. In the year 2005, the company has also been awarded with NABL certification. In the changed scenario of globalization, Birla Corporation Limited has been able to maintain its position in the market because of better customer care and energy optimization. An Energy Cell has been working under the guidance of the Management.

BCW and CCW’S Core Values, Vision, Mission:
Core Values: A) Business entity and Ethics. C) Sense of Ownership. Vision: Be one of the best known work culture and organizational climate in cement industry. Attain excellence in every sphere through team work while fostering individual uniqueness, Entrepreneurship and Empowerment. B) Transparency and Openness. D) Striving for excellence

Mission: To develop an enabling learning, responsive and trustful organizational climate where people are respected empowered and derives joy in working.

ENVIRONMENT and SAFETY
Environment: External environment audits through certifying agencies were conducted and various environmental initiatives including environmental monitoring were implemented to maintain the ecological balance in and around the plant and mining premises. The statutory requirements relating to various environmental legislations and environment protection were duly compiled with, beside several voluntary initiatives such as background concentration

43

assessment. Water management studies of the district and mass environmental awareness programs are being conducted. Safety: In order to have control overall accidents and serious / fatal accidents within the plants, the each and every employees of the organization is familiar with the thinking and objectives of the organization and support the safety program. To prevent accident, we have included the safety program like investigation and analysis of all serious and fatal accidents, recommendations / remedial measures to prevent similar accidents and we also included the near miss situation / accidents in our safety program. The regular safety inspection is being conducted in the plant to identify unsafe conditions and unsafe practices, which lead to accidents. Awareness and training programs are being conducted to develop correct attitudes towards safety. A safety booklet in Hindi was published giving information of safety rules and regulation and distributed to the all employees including the contractors’ workmen. System, Methods and Instructions has been prepared for the safety related activities in the plants. Maintaining all statutory requirements as per The Factories Act. Fire hydrant as a part of regular activity safety department organized various competitions like slogan, poster, declamation etc. with regards to safety for employees. Safety week and safety day are celebrated with great zeal. Several employees are awarded on the occasion.

FACILITIES PROVIDES BY BCW and CCW:
The factory has provided the various kinds of the facilities to the company employees and workers. It gives the soothing environment to the workers and motivates to do better and more work for company. These facilities are under.  Recreation Center  Clubhouse  Residential Colony  Vividha

School and Canteen

 Transportation Facility  Vocational Training

Play grounds and sports fields

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 Tree plantation in Gardens

Postage, Cooking Gas, Telephone facility for workers.

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AWARDS:
Plant has been awarded with number of awards, details are given below:Sr.No. Name of Award Awarding Institute

1. 2. 3. 4. 5. 6.

ISO 9001 : 2000 Certification IS / ISO : 14001 Certification Best Productivity Award Best improvement in Thermal Energy Performance Best improvement in Energy Performance Bhama Shah Award for Educational Activities Excellent award for Maintaining Health Condition of Machinery

BVQI, UK in 2002 to BCW and CCW BIS, New Delhi in 2002 to BCW and CCW NPC to CCW in 1989-90 and again in 1993-94 NCB to BCW in 1992-93 NCB to BCW in 1992-93 Government of Rajasthan to BCW in 1996-97 IIT, Chennai and Vibration Engineers Consultants (P) Ltd. to BCW and CCW in 1996-97 VEC (P) Ltd., Chennai for sustained implementation of

7.

8.

Merit Award

condition monitoring and continued machine health improvement in 2001. Central Board for Workers Education, Udaipur,

9.

Workers Education Trophy

Ministry of Labor, Government of India to BCW and CCW in 1998-99 and again in 2001-02 Regional Training Centre (North), Nimbahera in 199899, 2000-01 and 2001-02. DGMS, Udaipur – 1995(1), 1996(2), 1997(1), 1998(3), 1999(4), 2000(2), 2001(5) and 2002(3). Income Tax Department, Udaipur range to BCW in 1996-97

10.

Best Supporting Core Plant Awards to Captive Mines

11.

(Safety Week celebration in Udaipur region) Best Income Tax Payee (TDS) Award

12.

Department and Heads of Department
The company has 21 departments in the organization for well directing the organization and to achieve the goals and mission for the company. Name of the Department Head of the Department

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HRD Gen Administration Accounts Information System Purchase Legal Personal and Welfare Security Mines Stores Building Environment Safety Time Office Production T.C.S. Engineering Electrical Sales and Marketing Sales Accounts Logistics

Dr. S.K. Jain Mr. Anil Sharma Mr. M.M. Jagetiya Mr. Bhupesh Sharma Mr. P. Ghosh Mr. Umesh Pareek Mr. N.K. Singhee Mr. Lt. Col. Jai R a j Mr. S.R. Sharma Mr. S.S. Choudhary Mr. P.K. Saboo Mr. M.S. Murgan Mr. Sanjay Rathi Mr. S.N. Chechani Mr. Arvind Jha Mr. Mukesh Dad Mr. K.R. Karwa Mr. S.Thattey Mr. D.S. Sharma Mr. K.B. Jagetiya Mr. N.K. Tripathi

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BRIEF INFORMATION OF VARIOUS DEPARTMENTS

Department:
HOD:

Human Resource Development
Dr. S. K. Jain

The main responsibilities of human resource development department areas under 1. Training and Development Activity • Identifying training needs- Individual/departmental/organizational • Determine the competence level of workers and wage bound staff • Annual training plan/monthly training plan • Training record • Participant feedback program • Measuring training effectiveness through different tools • Working as faculty 2. Organizing Training Program • At works • Deputation to outside Institution/organization • RTC. Nimbahera 3. Suggestion Scheme 4. Exemplary Award Scheme 5. Publication of “Apani Baat” 6. Publication of “Hello” 7. Communication through clipping 8. Organize Friday forum 9. Induction of newly recruited 10. Birthday of newly employees 11. Vocational training for BE/MBA/MCA students 12. Organizational development exercise/ conduct survey 13. Library/ Procurement of books/journals etc. 14. TPM and quality circle. 15. Implementation of ISO 9001:2000QMS 16. Implementation of IS/ISO 14001EMS 17. Counseling of employees 18. CSR 19. PMS 20. Organize/ Co- ordinate industrial visit for students 21. IMC- RBNQ awards and other awards 22. “5 S” activities

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Name of Department:
HOD:

Sales and Marketing
Shri N. Nagori

Sales and Marketing department is very crucial for an organization. Sales and marketing department is responsible for sale of cement in various markets. There are basically three types of sales Sales to Dealer - In this kind of sales, company sale cement directly to dealer which is authorized by the company in particular area. This type of sale is mainly running in Rajasthan. Sales to Depot – In this kind of sales, Company sale cement to their depots than depot will sale to dealer and consumer. Non Trade Sale – In this type of sale, company directly sale cement to the end users who buys cement in high volume. In this kind of sale there is no middle man like depot and dealer only third party is involved. The minimum quantity of this sale is 100 tons. BCW and CCW are selling cement in seven states of our country through several depots which are mentioned on next page Rajasthan Zone I * Rajasthan Zone II * Haryana Punjab UP Gujarat MP Alwar, Bikaner, Jaipur and Jhunjhunu Chittorgarh, Kota and Udaipur Gurgoan, Hisar, Kaithal, Narnaul, Rewari and Sirsa Amritsar, Jallandhar. Kotkapur, Ludhiana and Pabhat Agra, Aligarh, Noida and Ghaziabad Ahmadabad, Himmatnagar and Vadodara Indore, Neemuch, Ratlam and Ujjain

* Rajasthan is divided in two zones.

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Name of Department:
HOD:

Logistics / Rail Dispatch
Shri N.K. Tripathi / Shri Dinesh Agarwal

Logistics department is very important part of cement plant. Logistics is responsible for transportation of cement from plant to the desire all location. There are two modes of transportation. By Road and Rail. Firstly logistics department will check that which mode is cheaper and suitable for any particular location. After that they arrange that mode for dispatching the cement. In some special case only rail mode is used may be there is problem with road transportation at any particular location. Normally rail mode is cheaper where distance is more than 500 kms. In case the quantity is in high volume and require in short period than logistics has to take rail mode for moving the cement. In case if there is two point destinations when material is moving through rail mode than maximum distance between two station is 200 kms and minimum 10 wagon will offload at single destination. There is 9 hours are free time for both loading or unloading of rail than after there is demurrage of 100 Rs. per wagon per hour. In case of road transportation, logistics department is working with 35 transport companies which are authorized by the company.

Name of Department:
HOD:

Sales Accounts
Shri K.B. Jagetiya

Sales accounts department is responsible for maintaining accounts of all the depots. They maintain account of depot in form of fixed expenses like electricity bill, telephones bill, conveyance, etc. All depot incharge or account person of depot sending accounts of particular depot to plant (head office) which includes all expenses and receipts of their depot. Than after head office is checking all the account record of each and every depot and clubbing together than prepare one statement which shows account record of all depots than send to account department. Particular person is involved in particular job of accounts like daily collection checking, daily expenses checking, issue of debit and credit note etc.

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Name of Department:
HOD:

Technical Customer Service
Shri Mukesh Dad

Effective quality control is only half the story behind the widespread acceptance enjoyed by our brands. The other half of the credit belongs to our technical consumer Services (TCS). Main functions of TCS are mentioned below. ⇒ ⇒ ⇒ ⇒ ⇒ ⇒ ⇒ ⇒

Provide technical back up to customer Assessing consumer needs and construction requirement Conducting technical seminars Research and development in cement and concrete Continuous analysis of market feedback leading to continuous improvement in quality and production process. Educating field force and Marketing force about product competitiveness Regularly organizing mason meet, dealers meet. Architect meet, builders meet, consumer meet, etc. Monitoring the quality standards of packing Ensuring compliance with quality assurance system ISO 9001:2000.

Name of the Department:
HOD:

Mines
M.K. Rao

Mines department is mainly responsible for excavation of lime stone and crushing them in to small prices and transfer them to CCW plant through 4.5 Km long conveyor belt. They have totally mechanized machine foe excavation of lime stone. They have two crusher for crushing of lime stone about 5000 to 10000 tons. Government takes Rs 45 per tones royalty. Officially dig to a depth of 40 meter. They use ammonium nitrate and diesel as explosive. They use pump for dewatering of seepage water. During crushing separate lime stone according to quality in to eight segments.70% to 85% of limestone used in factory is supplied from mines and rests are purchased from open market.

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Name of Department:
HOD:

Production
Shri Arvind Jha

The lime stone is crushed between size of 25 mm to 16 mm through primary and secondary crusher in mines. The crushed lime stone comes through over conveyer belt from Mines to CCW stock pile. There reclaimed machine is used to make homogenous mixture of limestone. This mixture is feed in to tertiary crusher to make small pieces of 15 mm. Now this mixture of limestone, red ockar and lateride is feed in raw mill.( Raw ockar is rich in Al, while lateride is rich in Fe.) The limestone is 95%. While lateride and red ockar is in ratio of 40:60. The O/P of raw mill is feed into raw mill silo. (In BCW 4 Silo are there). Raw mill from silos is feed into 5 stage pre heaters to heat raw mill O/P. This O/P of pre heater is feed in to kiln (71 mt.) to burn them it at a temperature of 14000 C. At this temperature mixture is converted into clinker. From yard clinker, gypsum and fly ash is feed into cement mill in ratio 70%:7%:22%. The O/P of cement mill is PPC cement which is store in cement silos.

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DISTRIBUTION CHANNEL

Company

Stockiest

Direct Selling To

Retailer

Various Govt. Contracts

Definition of Cement:
In General is a generic name for powered material which initially has plastic flow when mixed with water but from solid structure on several hours with varying degree of strength and bonding properties which continue to improve with age.

History of Cement:

• •

Joseph aspedene discovered cement in 1824. Materials used were- lime, Brick, Bed, Volcanic, lava, water and ash. 1897 wet process KILN came in existence DRY-PROCESS.

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RAW MATERIAL FOR CEMENT
Limestone: - Limestone is the main raw material for manufacture of cement. For manufacturing one tone of cement, a quantity of 1.5 tone of limestone is required. India is endowed with large deposits of limestone. The estimated total reserves of cement-grade limestone are 95 billion tones. There is a concentration of about 73 per cent of the total reserves in five States, namely Andhra Pradesh, Karnataka, Gujarat, Rajasthan and Madhya Pradesh. Not surprisingly these 5 states account for more than 55% cement production in the whole country. There are other industries such as Iron and Steel, Fertilizers and Chemicals, which also use limestone as raw material, but the cement industry is the largest consumer accounting for about 75-80% of total limestone production. Gypsum: - Gypsum is another raw materials used mainly as a retarding agent along with clinker during the manufacture of cement. It is used during the grinding stage of clinker. Consumption of gypsum varies from 2 to 6 per cent in different plants depending upon the quality of clinker. At the present level of production, the annual requirement of gypsum is estimated at about 5.0 million tones. India has good reserves of natural gypsum, which are mainly concentrated in three States, namely, Rajasthan, Gujarat and Tamil Nadu. Coal: - Coal is an important input in the manufacture of cement both as a fuel and as a feedstock. As a fuel its heal value provides thermal energy for the operation of cement kiln and as a feedstock its mineral content (silica) acts as a constituent in clinker. For every tone of clinker, around 200-220 kg of coal is consumed, which accounts for 15-20% of total cement production cost. Cement accounts for around 4.5% of India’s coal demand. But in recent years due to deteriorating quality of Indian coal with increasing prices, cement industry has started importing coal and using alternative fuel such as lignite or pet coke. Power: - Cement companies use power mainly for three purposes, which are raw meal grinding, Kiln rotation and clinker grinding. Each stage roughly accounts for one third of the total power Consumption. Cement industry requires an average of 110-120 units of power per tones of cement produced which accounts for 15-20% of the variable cost of cement manufacturing. Due to increasing power costs and power cuts, many plants have started to setup their own captive thermal power plants which serve them dual purpose of reduce power cost with uninterrupted supply of power. Granulated Blast Furnace Slag (GBFS):- The other raw materials that are also used in the manufacture of cement are blast furnace slag (a waste product obtained from iron-smelting furnaces) and fly ash (leftover ash from a thermal power station). Limestone contains about 52% of lime and about 80% of this lime is lost during ignition of the raw materials. Similarly, Clay contributes about 57% silica of which about 25% is lost during ignition. GBFS is obtained by granulation of slag obtained as a by-product during the manufacture of steel. It is a complex calcium aluminum silicate and has latent hydraulic properties. That is why it is used in the manufacture of Portland blast furnace slag cement.

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Manufacturing Process of Cement:

PROCESS FLOW-DIAGRAM:

MININ G

Crushing

Limestone Transportation

Limestone Stock Pile

Cement Storage

Cement Grinding

Pyro Processing

Raw Grinding

Cement Packing -

Fuel Grinding

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Manufacturing Process:
Mining - Limestone is extracted from own mines, which are situated approx. 4 km. away from plant. The mining of limestone is done in such a way so as to get 78% to 82% pure limestone. Crushing - The extracted limestone is then transported to Jai crusher by dumpers. The limestone is crushed into small pieces of approx. 16 to 25 mm. sizes. Grinding - The crushed limestone along with latrine is feed into the Raw Mill for grinding. The ground material is called Raw Meal. It is than sent to the CF Silo. Blending - In the Silo the Raw Material is blended to make the mixture uniform. From here the material is sent to the pre heaters. Burning - In pre heaters, the mixture is heated at various temperatures at various stages. This preheated material is now fed into the kiln where it is heated at the temperature of 14001500 degree where calcinations take place. Coal is used in the kiln to maintain the temperature and finally clinker emerges out of it. This clinker is transported through a conveyor into a storage Silo from where it taken out through vibratory feeders and fed into the open circuit cement grinding mill hoppers. Grinding - The grinding of clinker with gypsum is done in cement mill. It is basically have where the grade of cement is controlled gypsum is added to increase the setting time of the cement. Then cement is than stored for some time. Storage and packing - The cement is than conveyed to different cement storage silos according to their grades and from silos it is packed in pp bags by using electronic packaging machines.

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Method of Cement Storage
1.

All windows and doors are closed and weather and Moisture must not affect to the cement. Distance of stacking bags should be 1 feet from wall and 2 feet from ceiling.

2.

3. In one stacking put only max. 15 cement bags. 4. Use of cement bags FIFO system.
5.

Put the cement bags on wooden-plates and than cover by the plastics-sheets.

Storage of Cement
Storage Time Fresh 3 Month 6 Month 12 Month 24 Month Compressive Strength 100% 80% 72% 60% 46%

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PRODUCTS OF BCW and CCW.

CEMENT

OPC

PPC

SRC

33 Grades

43 Grades

53 Grades

Portland Pozzolona Cement: It is known as strongest cement for strong and durable structures. In Durgapur Hi-tech plant at Durgapur produces Birla Cement Samrat, using high quality clinker, high-quality fly ash from modern power plants and gypsum. This Portland Pozzolana Cement (PPC) brand has all the advantages of 53-Grade Cement.

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Portland cement: Portland cement is a blend of finely pulverized clinker, produced by burning at high temperature materials containing lime, alumina, iron and silica in pre-determined proportion to give the desired end properties. Normally, Gypsum or its derivatives are added during grinding stage for set control. When mixed with water alone or in combination with sand and stone, it has the property of combining slowly with water to form hard mass. Raw Materials used in the manufacture of Portland cement:The two principal raw materials used in the manufacture of Portland Cement are calcareous material such as limestone, chalk, shells or marl and argillaceous materials such as clay and shale (rich in silica). Portland cement manufacturing process:The raw materials, i.e. calcareous and argillaceous with correctives are finely ground and intimately blended and fired in a rotary kiln at high temperature of 1450-15000C. The material which emerges from kiln is called Clinker. The clinker is cooled and ground to fine power along with small quantity of gypsum (4-5%) to give Portland cement. Pozzolona: Pozzolona are amorphous alliaceous and aluminous materials which by itself have no cementations properties but in presence of Calcium Hydroxide liberated by hydration of is cooled and ground to fine power along with small quantity of gypsum (4-5%) to give Portland Cement.OPC reacts chemically with it at ordinary temperatures to form compounds possessing cementations properties. Portland Pozzolona Cement has two most trusted brands belong to this category:  Birla Cement Samrat  Birla Cement Samrat Premium Special features: • • •

• • •

Higher finesse for improved workability Resistance to alkali-aggregate reaction Low heat of Hydration resulting in reduction in cracking Improved resistance to Sulphate attack Higher long-term strength over OPC Segregation- free cohesive mix for excellent finish Lower chloride content to minimize corrosion

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SLAG: Slag is a non-metallic product consisting essentially of gases containing silicates, aluminosilicaten of lime and other bases and is obtained as a byproduct with iron in blast furnace or electric pig iron furnace. Granulated slag is used in the manufacture of Portland Slag Cement.

Uses of Slag Cement: Slag Cement can be used for all plain and reinforced concrete construction, mass concreting structures such as dams, reservoirs, swimming pools, river embankment, canal piers, etc. where low heat of hydration and resistance to alkali silica reaction are desired, structure in aggressive environments where chemical and mildly acidic water are encountered (where OPC cannot used), marine construction, dykes, wharves, etc. where sulphate water is present.

Portland Slag Cement has three brands: Birla Cement Samrat Birla Premium Cement Birla Cement

Special features:Higher Compressive Strength Low Water Absorption Increased Workability Low Shrinkage Sulphate Resistance Desired durability

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“SULPHATE RESISTANT CEMENT (SRC)”
“A UNIQUE PRODUCT OF BIRLA CEMENT”

Unique Features of SRC:SRC is most suitable where the amounts of Sulphate salts are higher in soil and water of the area. SRC is manufactured by using advanced technology and computerized process. Very high quality of minerals is used to process SRC under strict quality control. As per IS 456, SRC should be used in the area where soil contains more than 0.2% Sulphate salts, to protect structures from Sulphate attack and make them more durable.

Physical Indication of Sulphate attack over structures:♦ Initiation of cracks over plastered surface. ♦ Winding of cracks as time passes. ♦ Erosion of plaster after some period. ♦ Corrosion in reinforcement. ♦ Deposition of white powder along the cracks.

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Ordinary Portland Cement

Special features:-

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 Higher Compressive Strength  Low Water Absorption  Increased Workability  Low Shrinkage  Sulphate Resistance  Desired durability

Brands:1. Birla Cement Khajuraho, 2. Birla Cement Chetak

Special properties of these brands: Moderate sulphate resistance.  Very low chloride content to avoid corrosion in steel.  Quicker rate of strength development.  Improved workability.  Better surface finish.

Birla Cement Khajuraho/Chetak-43 Grade Ordinary Portland cement: Brick and stone masonry.  Plastering and flooring.  For ready- mix concrete.  Plain and reinforced cement concrete.  Pre-cast and pre-stressed concrete.  RCC bridges, high-rise buildings and concrete roads.  All types of general constructions. Plants where it is manufactured:

63

 Satna Cement Works and Birla Vikas Cement, Satna.  Birla Cement Works and Chanderia Cement Works, Chanderia.

Special features of cement manufactured by BCL are : Ideal for mass concreting.  Reduced thermal cracks.  Increased water tightness of concrete.  Ideal for plastering.

Greater resistance to sulphate and other aggressive environments.

 Greater resistance to alkali- aggressive reaction.  Increased durability.

TYPES OF CEMENT AND THEIR IS CODE
 Ordinary Portland Cement – 33 Grade  Ordinary Portland Cement – 43 Grade  Ordinary Portland Cement – 53 Grade

IS -269-1989 IS -8112-1989 IS -12269-1989 IS – 1489(Part-1) -1991 IS - 269 – 1989 IS – 455 – 1989 IS – 12330 – 1988 IS - 8042 – 1989

Portland Pozzolana Cement Low heat Portland Cement Portland Slag Cement Sulphate Resistant Portland Cement White Portland Cement

Varieties of Cement and Their Applications:

64

S.NO CEMENT TYPE
(1) OPC (a) 33 GRADE

SPECIFIC USE
General construction work where high strength Concrete is not required, plastering, finishing Works etc. Used where M-15, M-20 and above grade concrete is required used for pre cast items and general construction work. Strength development is faster than 33 grades. High strength cement used for multistory building, pre cast and pre stressed items, bridges, tall structures etc. Development very fast strength and speeds of construction. Construction of dams, dikes, sewage pipes, plastering, masonry, finishing works and can be used for any application of 43 Grade/53 Grade OPC. Manufacture of tiles artistic decoration floors decorative concrete etc generally meant for nonstructural use. Marine structures, underground constructions, Chemical plants, effluent treatment works, foundation piles etc.

(b) 43 GRADE

(c) 53 GRADE

(2)

PPC

(3)

WHITE CEMENT

(4)

SRC

65

“Developing Marketing Strategy by Knowing Brand-Position BCW/CCW Product- 2009 for Birla Corporation Limited”

of

Positioning The place the product occupies in consumer's minds relative to competing products. Typically defined by consumers on the basis of important attributes from Product to Consumers Mind.

Positioning Dimensions • • • • • • Group of Customers Differential Advantage Customers Mind Current Position Unoccupied Position Reposition

Positioning Attributes: • • • • • • • • • • Preference Quality Packing Quality Color Availability Price T.C.S. Sales Promotion Advertisement Brand-Name

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Brand Positioning
A good brand positioning help guide marketing strategy by clarifying the brands essence but goals it help the consumer achieve and how it does so in a unique way. The result of the positioning is the successful creation of a customer focused value proposition, a cogent reason why the target market should buy the product. Birla Corporation Ltd. (Cement Division) introduce their new product, SAMRAT, with the value proposition of "Aaj ya kal majboot har pal" with PPC (Portland Pozolona Cement) instead of OPC (Ordinary Portland Cement) main features of SAMRAT is• • • • • • • • • • Corrosion Resistant Work ability Sulphate resistant Low heat of hydration Durability Less use of water Seepage Resistant Low Cracks in RCC Fineness Mass Concrete

Competitive Frame of Reference A starting point in defining a competitive frame of reference for a brand positioning is to determine Category Membership- the products with which a brand competes and which function as close substitute.

Points of Parity and Point of Difference Once the competitive frame of reference for positioning has been fixed by defining the customer target market and nature of competition, marketers can define the appropriate points-of-difference and point-of-parity associations.

Point-Of-Difference

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POD's are attributes or benefits consumer strongly associates with a brand, positively evaluated, and believe that they could not find the same extant with a competitive brand. Strong, favorable and unique brand associations that make up POD.

Point-of-Parity POP's on the other hand, are associations that are not necessarily unique to the brand but may in fact be shared with other brands. These types of associations come in two basic forms: 1. Category 2. Competitive Category POP's are associations consumers view as essential to be a legitimate and credible offering within a certain product or service category. Competitive POP's are associations designed to negate competitors' points-of-difference.

Choosing POP's and POD's: POP are driven by the needs of category membership (to create categ POP's) and the necessity of negating competitors POD's (to create competitive POP's) These are three key consumer desirability criteria for POD's1. Relevance 2. Distinctiveness 3. Believability

There are three key deliverability criteria 1. Feasibility 2. Communicability 3. Sustainability

COMPETITIVE STUDY AMONG VARIOUS CEMENT BRANDS

68

ABOUT PROJECT: -

The project contains various questions. These questions are designed to analyses the various dealer behavior towards the Best Cement Brand in Jaipur. Project includes whole study of cement market and questionnaire. By help of this survey we know that which cement company best according to a various attributes of cement. which company provides best sales promotion strategy, which company media is more effective in present market, which company best in quality, color, supply, T.C.S. etc. are know by this survey.

MAJOR ISSUE:The study basically draws attention towards the perceptional attributes of the various dealer and which factor influence to dealer. Major issue is to knowing cement market where we stand and what the reason behind lacking is and trying to come out with best result which helpful to company growth.

ABOUT QUESTIONNAIRE: The questionnaire consists of 13 questions. All these questions are related to know the position of different brands prevailing in the market and dealers satisfaction level. This questionnaire is also helpful in knowing the market potential of Jaipur. It is also helpful in knowing where our company stands in market.

Analysis of questionnaire below: 1. Brands available in Jaipur district. 2. Market share of companies. 3. Brand leader in district. 4. Suggestions to increase the goodwill. 5. Effective media for advertising. 6. Brand image of Birla Cement. 7. Effectiveness of T.C.S. of Birla Cement. 8. Timely delivery of Birla Cement.

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RESEARCH METHODOLOGY:

OBEJECTIVE OF RESEARCH The purpose of research is to discover answer to question through the application of scientific procedures. The main aim of research is to find out the truth which is hidden and which has not been discovered yet. However, each research study has its own specific purpose. There are several common Adjective of research as follow:1. To get familiarity with a phenomenon or to achieve new insight into (studies with this Object in view are called as exploratory or formulate research studies) 2. To portray accurately the characteristics of a particular situation or a group (studies with this object in view are descriptive or research studies) individual called as

3. To determine the frequency with which something occurs or with which it is Associate with something. (Studies with this object in view are called as diagnostics, Research studies) 4. To test a hypothesis of a casual (such studies are called as hypothesis testing) relationship between variables

DATA SOURCES
Primary data Primary data is the information collected for research purpose at hand. Primary data was collected through an interview with the help of a structured Questionnaire, which contained queries that were relevant to the purpose of the Study as well as pertinent; industry related questions, the present study Questionnaire makes use of both open ended and close ended questions.

70

Secondary data Secondary data is the information which already exists. Secondary data collected from journals, magazines, books etc. The secondary data for this research was obtained from textbooks, brochures and internet. Very little research specific data was available; hence much emphasis was given to primary data.

RESEARCH APPROCH
Survey method was adopted in order to collect the primary data required for the study.

RESEARCH INSTRUMENT
Questionnaire was designed with open-end close-end questions. The questionnaire was designed in such a manner so as to cater to all the areas and aspects the study.

SAMPLING PLAN
SAMPLING PROCEDURE: RANDOM SAMPLING SAMPLING SIZE: 106 RESPONDENT GEOGRAPHICAL COVERAGE: Jaipur DURATION OF THE SURVEY: 21 days

DATA ANALYSIS
Logical analysis of data is done through tables, and percentages have been worked out and evolution is based on weight age of response.

PLAN ANALYSIS
The data collected have been numbered and tabulated for the purpose of analysis. Percentage has been calculated for all the tables and different charts have also been prepared. On the basis of analysis, influences have been drawn. Summary of findings have been recorded and suitable suggestion are given to improve the business at Birla Cement

Calculations

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In Questionnaire there are 13 questions. Each question consist 6 major cement brands which are famous in Rajasthan like a Birla Samrat, Ambuja Cement, Ultratech Cement, Binani Cement, J.K. Cement and Shree Cement. In all thirteen question Dealers give rank from 1 to 6. During survey I got 100 Respondent from Jaipur. After Collecting all the data from the dealers according to their ranking, I gave the score as:For 1st rank - 6 points, 2nd rank - 5 points, And so on. Final Total Score and their rank’s shows in below table.
Attributes Preference s Quality Pac. Quality Color Availability Price Tec. Service Sales Promotion Brand Name Add Total Birla 292 438 304 324 474 480 305 276 405 359 3657 CEMENT COMPANY NAME Ambu Ultratec Binna J.K. ja h ni 457 401 384 264 452 452 447 425 409 439 464 502 466 4513 415 410 409 395 402 418 409 416 413 4088 361 376 372 373 378 377 375 393 389 3778 276 271 274 265 271 256 264 241 269 2651 Shree 281 283 266 253 306 299 284 292 256 304 2824

Data Analysis by taking various attributes of CEMENT and their score. No. of Forms of Various Companies:
Company Birla Ambuja Ultratech Binnani J.K. Shree Total No. of Forms 21 17 21 12 8 21 100

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1. Preferences Collected from various cement dealers;

Company Preferences Birla Ambuja Ultratech Binnani J.K. Shree 292 457 401 384 264 281

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST
Preference to Ambuja, 2nd Ultratech, and Birla Samrat Cement secures 4th Position.

2. Quality Collected from various cement dealers;

Company Birla Ambuja Ultratech Binnani J.K. Shree

Quality 438 452 415 361 276 283

73

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Quality to Ambuja, 2nd to Birla Samrat Cement.

74

3. Packing Quality Collected from various cement dealers;

Company Birla Ambuja Ultratech Binnani J.K. Shree

Packing Quality 304 452 410 376 271 266

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Packing Quality to Ambuja, 2nd Ultratech and 4th rank secure by Birla Samrat Cement.

4. Colour collected from various cement dealers;

Company Colour Birla Ambuja Ultratech Binnani J.K. Shree 324 447 409 372 274 253

75

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Colour to Ambuja, 2nd Ultratech, and 4th to Birla Samrat Cement.

76

5. Availability collected from various cement dealers;

Company Birla Ambuja Ultratech Binnani J.K. Shree

Availability 474 425 395 373 265 306

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Availability to Birla Samrat and 2nd Ambuja Cement.

6. Price Collected from various cement dealers;

Company Birla Ambuja Ultratech Binnani J.K. Shree

Price 480 409 402 378 271 299

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Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Price to Birla Samrat, 2nd Ambuja Cement.

78

7. T.C.S. Collected from various cement dealers;

Company Birla Ambuja Ultratech Binnani J.K. Shree

Tec. Services 305 439 418 377 256 284

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for TCS to Ambuja, 2nd Ultratech and 4th Birla Samrat Cement.

8. Sales Promotion Collected from various cement dealers;

Company Birla Ambuja Ultratech Binnani J.K. Shree

Sales Promotion 276 464 409 375 264 292

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Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Sales Promotion to Ambuja, 2nd Ultratech and on the 5th Birla Samrat Cement.

9. Brand Name Collected from various cement dealers;

Company Birla Ambuja Ultratech Binnani J.K. Shree

Brand Name 405 502 416 393 241 256

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Brand Name to Ambuja, 2nd Ultratech and 3rd rank goes to Birla Samrat Cement.

10. Advertisement Collected from various cement dealers;

Company Advertisement Birla 359 Ambuja 466 Ultratech 413 Binnani 389 J.K. 269 Shree 304

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Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Advertising to Ambuja, 2nd Ultratech,3rd Company Total Score Rank Binnani and 4 Birla 3657 5th is Birla 1 Ambuja 4513 Samrat 2 Ultratech 4088 Cement. 3 Binnani 3778 6 J.K. 2651 5 Shree 2824

BrandPositioning Of Various Cement Company:

81

Analysis: The above survey clearly shows that lastly by collecting all the scores from dealers, we come to know that overall position of Birla Samrat is on 4th.

CONCLUSION:

It can be concluded from the study through model Birla Cement has a good brand image in the dealers mind in Jaipur. It is not easily available on demand which places the company at the disadvantage which compared with lack vendors. This problem which can be improved by strengthen the distribution network of Birla Cement Works and Supply. 1. The company should focus more on advertisement and public relation.
2.

Network spread of Birla Cement is very high in Jaipur. If check out the satisfaction level of dealers with respect to quality of Birla Cement then we find that 18% dealers are told that it has excellent quality. So company can also see this as its strength compare to other bets brand in market.

3.

4.

Dealers opinion regarding price is Favoring Birla Samrat and It’s Get 1st rank in all six-brand. Its price is reasonable according to quality it’s also satisfy the dealer.

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5.

It was found company is very good in providing technical services such as also satisfy the Dealers and Customers.

6. It was found that company is lacking in Supply.
7.

As far as Brand-Name is concern in Jaipur, Company is on 3rd Rank despite of Very popular brand like Ambuja Cement, Ultratech Cement.

SUGGESTIONS:

1.

Company should increase availability by which it can increase the sale and brand image.

2.

The company should focus more on advertisement.
3.

For customer care Services Company should starts its concrete mobile van facilities.

4.

As we all know infrastructure sector is growing rapidly so company improve supply to capture maximum market share.

5.

Company should start its internal call centre for its valuable customers by which they can directly interact with company experts.

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6.

Company conducts society welfare programs in rural area. So that company creates good brand image among people.

7.

By giving some gifts and best wishes cards to the customer that your buying decision is very good. Company can improve sales and brand loyalty.

8.

Company should organize seminars, conferences, Manson meetings and dealers meet to promote sales quarterly.

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Future of the Cement Industry:
Government policies have affected the growth of cement plants in India in various stages. The control on cement for a long time and then partial decontrol and then total decontrol has contributed to the gradual opening up of the market for cement producers. The consumption of cement is determined by factors influencing the level of housing and industrial construction, irrigation projects, and roads and laying of water supply and drainage pipes etc. The level and growth of GDP and its sectoral composition, capital formation, development expenditure, growth in population, level of urbanization, etc, in turn, determine these factors. But the domestic demand for cement is mainly from the housing activities and infrastructure development.

The government paved the way for the entry of the private sector in road projects. It has amended the National Highway Act to allow private toll collection and identified projects, bridges, expressways and big passes for private construction. The budget gave substantial incentives to private sector construction companies. Ongoing liberalization will lead to an increase in industrial activities and infrastructure development. So it is hoped that Indian cement industry shall boom again in near future.

85

SWOT ANALYSIS OF BIRLA CORPORATION LIMITED

Strengths:The industry is likely to maintain its growth momentum and continue growing at about 9 – 10% in the foreseeable future.
1.

2. Government initiative in the infrastructure sector such as the commencement of the second phase of the National Highway Development project, freight carriers, rural roads and development of the housing sector, are likely to be the main drivers of growth. 3. Measures initiated by the Government towards public-private partnership for removing bottleneck in the development of infrastructure in the country, augurs well for the industry. 4. In the coming few years the demand for the cement will increase which will be booming news for cement manufactures. 5. For the purpose of the packing of essential item, jute products which are environment friendly and biodegradable characteristic are considered as best option.

Weaknesses
1. High capital cost and investment cost for each and every project.

2. The complex Excise Duty structure based on the category of buyer and end use of the cement has caused at lot of confusion in the industry. 3. The recent ban on export of cement clinker would increase the availability of cement in the domestic market, which in turn would put pressure on cement prices. 4. • • • • The major concern for the industry are : Continuous increase in labour cost. Shortage of skilled labourers. Appreciation of rupees against foreign currencies. Procuring of limestone mines at economical price an entry barrier.

86

Opportunities
1. Adequate support from the Government is very essential to promote business activities. 2. Increase in the production and sell of cement at different plants have increased the turnover of the company. 3. It would be in the interest of both the government and the industry to work together with aim to streamline the indirect tax regime and keep the prices of the inputs such as coal under control so that the cement price can be maintained at reasonable levels. 4. Despite slightly lower economic growth, the construction and infrastructure sector is expected to record healthy growth, which augurs well for cement industry. 5. The modernization, productivity improvement and cost control measures will improve the performance of the division in times to come.

Threats

• The recent moves by the Central Government in making the import of the cement total duty free, is a cause of for the Indian cement industry. • Further recent changes in the Central Excise Duty structure by way of introduction of multiple slabs of Excise Duty is also a cause of worry for the industry. • Almost all the major players in the industry have announced substantial increase in the capacity and the possibility of over supply situation cannot be ruled out. • Increased railway freight, coal prices and dispatch bottlenecks on account of truck Loading restrictions imposed by various State Governments • Scarcity of good quality Coal are some other factors which are cause of concern for the industry.

87

ANNEXURE Questionnaire

BRAND-POSITIONING OF BIRLA SAMRAT CHETAK CEMENT

Note:-

Ñi;k 1 ls 6 rd vkids vuqlkj dze nhft, A

Name :Address:Telephone No:(M)

1-;g O;olk; fdrus o"kksZ ls dj jgs gks
Year …...............................

2.

lhesaV dEiuh ds uke crkbZ, vkidh ilUn ds Øe es
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J.K. Cement (F) Shree Cement ( ( ( ) ) )

and

xq.koRrk ds n`f"V ls lhesaV dh izkFkfedrk dk Øe crkbZ;sA
3.
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J.K. Cement (F) Shree Cement ( ( ( ) ) )

4.

fdl lhesaV dEiuh dh
(A) Birla Samrat Cement (

Packing quality
)

vPNh gS A
( )

(D) Binani Cement

88

(B) Ambuja Cement (C) Ultratech Cement

( (

) )

(E) J.K. Cement (F) Shree Cement

( (

) )

5.

fdl dEiuh dh lhesaV dk
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) )

Colour

xzkgd ilan djrs gSaA
( ( ( ) ) )

(D) Binani Cement (E) J.K. Cement (F) Shree Cement

6.

dkSulh dEiuh dh lhesaV cktkj es ges’kk miyC/k jgrh
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J.K. Cement (F) Shree Cement ( ( ) ) ( )

gSA

7.

fdl dEiuh dh lhesaV price ls T;knk lger gSA xq.kork ,ao cktkj es izfr"Bk dks /;ku es j[krs gq,A
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J.K. Cement (F) Shree Cement ( ( ( ) ) )

8.

dkSulh lhesaV dEiuh dh rduhdh xzkgd lsok,a yxkrkj feyrh jgrh gS
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J.K. Cement (F) Shree Cement ( ( ( ) ) )

89

9.

dkSulh dEiuh dh lhesaV dh fcØh c<kus ds fy;s fd x;h xfrfof/k;kW vkidks vkdf"kZr djrh gSA
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J.K. Cement (F) Shree Cement ( ( ( ) ) )

10.

lhesaV dEiuh dh izfr"Bk ds vk/kkj ij dze crkbZ,A
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J.K. Cement (F) Shree Cement ( ( ( ) ) )

11.

dkSulh lhesaV dEiuh ds foKkiu vkdf"kZr djrs gS A
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J.K. Cement (F) Shree Cement ( ( ( ) ) )

12.

fdl dEiuh dh lhesaV ekaxs tkus ij rqjar fey tkrh gSA
(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J.K. Cement (F) Shree Cement ( ( ( ) ) )

13.

lhesaV dEiuh dh dealership ysus dk dkj.k –

------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

90

lk{kkRdkjdrkZ ds gLrk{kj ------------------------------------lk{kkRdkjdrkZ dk uke --------------------------------------------fnukad ---------------------------------------------

BIBLIOGRAPHY

Books and References:

“MARKETING MANAGEMENT” by PHILIP KOTLER published by Vikas publishing house Pvt. ltd. New Delhi.

“RESEARCH METHODOLOGY” (third edition 2007) by C. R. KOTHARI published by new age international (P) ltd.

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“CMA Association)”

MAGAZINE

(Cement

Manufacturers

Internet Websites:

www.birlacorporation.com http://www.bcw.com www.birlacementworks.com www.cma.com

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