A Satisfaction study of Hardware retailers for Birla White – White Cement and

Wall Care Products in Bangalore

Undertaken at
Birla White (Aditya Birla Group)
Address: 3, Industry House, Race Course Road, Bengaluru, Karnataka 560001

Report submitted to CMS business school – Jain University in partial

fulfillment of

The requirement for the degree of Masters in Business Administration.

By
Name: Nirjhar Sinha
Reg. No: 16MBA14226
Under the guidance of
Professor
Dr. Sudarshan V Seshanna

(Declared as deemed-to-be University u/s 3 of the UGC Act 1956)

# 319, 17th Cross, 25th Main, J.P Nagar 6th Phase, Bangalore – 560 078
Phone: 080-43430400, Fax 080-26532730
E-mail: bschool@cms.ac.in, Website: www.bschool.cms
 ACKNOWLEDGEMENT

I, Nirjhar Sinha, MBA Student of CMS Business School is highly grateful to all those who
guided me in completing this Summer Internship Project. I take this opportunity to express
my gratitude and profound thanks to Dr. Sudarshan V Seshanna, CMS Business School, Jain
University for being me mentor during my study

I am deeply indebted my successful completion of the project and provided with me with
valuable guidance in every step of my internship. Their knowledge of this field proved to be
very beneficial to me during my internship.

I express my profound and sincere thanks to Mr. Shiva Prasad who acted as a mariner’s
compass and steered me throughout my project voyage through his excellent guidance and
constant inspiration. He gave me lots of encouragement and motivation to help me delivery to
the best of my abilities.

I shall be failing in my duty if I don’t acknowledge my debt to Mr Madhusuhan S Bengaluru

and all Birla White Karnataka Sales Manager for their valuable guidance and support, which
helped me in giving a shape to my study. Their clear understanding of every aspect of the
market proved to be very beneficial for me. Words can never express the deep sense of
gratitude, I feel for Birla White Company Limited, who has been a constant source of
inspiration and encouragement for me. I am heartily thankful to all the persons who helped
and cooperated with me for completion of this report. Without their help, this report would
not have been completed.

Name: Nirjhar Sinha

Sem: 3rd
Sec: CM2
Reg No. : 16MBA14226

Date:
Place: Signature
 DECLARATION

I, hereby declare that this Summer Internship / Project for Birla White (Aditya Birla Group)
Limited is prepared by me during the academic year 2016-18 under the guidance of Dr.
Sudarshan V Seshanna. I, hereby declare that the Summer Training Project Work entitled
Product Performance of White Cement,Wall Putty & VAP (Textura, Level Plast, Primer –
Market Size, Competition And Consumer Preferencessubmitted by Nirjhar Sinha is a record
of original work done by me under the special guidance of Mr Madhsudhan S .I further
declare that no part of this project has been published or submitted to anybody.

Name: Nirjhar Sinha

Sem: 3rd
Sec: CM2
Reg No. : 16MBA14226

Date:
Place: Signature
 PREFACE

Without practical training, management education is meaningless so along with the theory;
practical training is provided to management students to expose them to the actual working
environment of any organization. Such training provides a framework of knowledge relating
to the concepts and practices of the assigned topics in the organization.

The summer training is an integral part of the course curriculum of Masters of Business
Administration. In this the student is in the position to analyze the integral working of an
organization with mature eyes and understand the dynamics in a much better manner.

This particular project has been conducted at Birla White. In the first phase of project Report,
there is an introduction of Company, company profile and products of Birla White are given.
The study was limited to Bangalore city only. The main objective of Project is to know the
customer satisfaction towards Birla White Cement and Birla White Wall Care Putty.
ABSTRACT

Birla White is one of the leading names in the field of white cement products with relation to
cement products. Birla White has a variety of white cement products to cater to the need of
the customers. Birla white is a cement product company which produce four products (White
cement, Wall Care Putty, Textura, Level Plast, Cement Wash, and Wall Primer). Birla white
has captured a large share of white cement market. After white cement and wall care putty,
Birla White has introduced more products like; Birla White Textura, Birla White Level Plast,
Birla White Cement Wash and Birla White Wall Primer. All the product of Birla White are
based on white cement. The main area that Birla White gets most of its revenue through the
sale of White Cement and Wall Care Putty.

My main aim during the internship was to take feedback from cement retailers, Paint Shops
in the City of Bangalore and fill the questionnaires from them in context of Birla White
Cement and Birla White Wall Care Putty

I did a variety of activity to get feedback through questionnaire like; tele calling, market
visits. During this various activities my job was to interact with people take feedback towards
brand (Birla White). I faced a number of difficulties during my internship period but was able
to overcome them through my knowledge and guidance of my seniors. I also learned a great
deal about how to deal with people and convince them to fill the feedback form.