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Chhimpa (2009 PMB 128) Parveesh Pearl (2009 PMB 106) Navdeep Singh (2009 PMB 101) MBA ( Semester 3rd )
Submitted to Dr. Deepak Khanna Department of Management Studies Malaviya National Institute of Technology, Jaipur Deemed University
I express our sincere thanks to our Sir Dr. Deepak Khanna Lecturer, Depratment Of Management Studies, for guiding us right from the inception till the successful completion of the Course. We sincerely acknowledge him for extending their valuable guidance, support for literature, critical reviews of project and the report and above all the moral support they had provided us with all stages of this project.
I would also like to thanks our lab technicians of DMS Dept., for their help and cooperation throughout our Course.
Shantilal Chhimpa ( 2009 PMB 128 ) Parveesh Pearl (2009 PMB 106) Navdeep Singh (2009 PMB 101)
 Malviya National Institute of Technology
TABLE OT CONTENTS
S.no. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10 Topic name An Introduction History Of Company Aditya birla Corporation Cement Industry Birla White Cement Product of Birla White Cement Market Research The Marketing Research Process Questionnare References Page no. 4 6 10 13 16 17 19 22 26 30
 Malviya National Institute of Technology
30%. Indian Public: 10. Introduction Founded in 1919 by the visionary industrialist shri G.19 crore. Private Corporate Bodies: 6. Birla jute Manufacturing Company Ltd.90%.69%.25%. Its export in 2002-2003 stood at Rs. Birla Corporation crossed the net worth of 1000 crore mark.11%. Banks.Under the Chairmanship of Mrs. the company diversified and expanded its business intrest beyond jute. to encompass cement. was the first company of the Birla Conglomerate.Birla.69% Head Quarter: Kolkata India Companies in the Group Parent Company Associate Companies : Birla Corporatin Limited : Universal Cables Limited : Vindhya Telelinks Limited : Birla Ericssions Optical Limited : Universal-ABB Power Cabels Limited : Hindustan Gum & Chemicals Limited  Malviya National Institute of Technology . NRIs & OCBs: 0. Mutual Funds and UTI: 8. The company crossed the Rs 1997 crore turnover mark in the year 2007-2008 and the name was changed to birla corporation Limited in 1998.Birla. PVC floor covering and auto trims.79%. Shareholding Pattern: y y y y y Promoters and Person in control in concert: 62. Financial Institution Insurance Companies: 4.1.D. Priyamvada Birla.P. Under the stewardship of his nephew shri M. 48. FIIs: 6. at the outskirts of the Kolkata.
Regional Offices : Kolkata Marketing : All India Sales & Disribution Network Services : All India Service Network  Malviya National Institute of Technology .Subsidiary Company : Birla Jute Supply Company Limited : Talavadi Cements Limited : Lok Cements Limited : Budge Budge Floor Covering Limited Manufacturing Units : 7 Nos.
Ltd.000 III 9. The Durgapur Slag-Cement unit comprising the fourth cement mill with an integrated E. History of Company: YEAR EVENTS 1919:. .000 .370 equity shares of Rs 10 each and 30.The Company was incorporated at Calcutta. Calcutta.P. Bally Jute Mills (Bally-1) at Bally and Soorah Jute Mills (Bally-2) at Narkeldanga.In March.).Bally Jute Co.2.The Jute Mills division comprises of Birla Jute Mill at Birlapur.15% debentures of Rs 100 each were allotted to the members of Bally Jute Co. 1979:. 1964:. 1:1.86% II Pref. As per the scheme. Ltd. 3. The Bally-1 Jute Mill and Bally-2 Jute Mill have come to be known as Bally Jute Mills and Soorah Jute Mill respectively. shares redeemed on 30th Sept. 1:1. 1966:-In August.The Company entered into an agreement with Hindustan Steel.527 Bonus Equity shares issued in the prop. having two units viz.98.P.The Cement division comprises Satna Cement works and Birla Vikas Cement (new plant) at Satna (M. 1967:.7. the Birla Cement Works at Chittorgarh (Rajasthan) and Durgapur Cement Works at Durgapur (W. a total of 1.054 Bonus Equity shares issued in prop. . Ltd.906 Bonus Equity shares issued in prop.  Malviya National Institute of Technology . .The staple fibre division is known as "Birla Synthetics" and the calcium carbide division is known as "Birla Carbide & Gases". Bally-1 and Bally-2 was amalgamated with the Company with effect from 1st April. shares issued at par.The Company undertook a comprehensive modernisation scheme of its spinning unit phased over three years. 18.39. These debentures are redeemable at par on March '90. unit was commissioned in March 1981. all in W. 1:4. The Company also entered into an agreement with Indian Oxygen.3% Pref.S. 1982:. Bengal. synthetic and viscose yarn and cement. 1970:. for the purchase of blast furnace slag from the Durgapur Steel Plant to set up a slag-cement plant at Durgapur. 1969:.89. for exlusive sale of its products on principal to principal basis. .. 75.. Bengal). The main object of the company is to Manufacture Jute goods. calcium carbide.The Oxygen & Acetylene Gas Unit was commissioned in August.02. 94. oxygen and acetylene gases.
01. 1:1. the Company cancelled its 23.666 shares to IFCI.333 No. . 1990 or earlier by giving three months' prior notice. the name was again changed from `Birla Jute & Industries Ltd.43. of equity shares issued (prem. Ltd. 1986:. . 43. Rs 30 from each convertible debenture was converted into 3 equity shares of Rs 10 each on 1st July 1985.43. 1.500 TPA capacities on 100% concentration basis.333 shares to IDBI. (30. Effective 31st March 1997.642 . These debentures are redeemable at par on 31st March.5 crores and 15% non-convertible debentures of Rs 100 each for another Rs 8 crores. to Birla Jute & Industries.With effect from 1st April.A letter of intent was received for the setting up of a hydrogen peroxide plant of 4. of equity shares issued on 1. . 1983:.With effect from 7th February. -1.' to Birla Corp.A letter of intent was received for increasing the installed capacity from 45.15.333 shares to GIC and its subsidiaries).848 No. in conversion of debs. in part conversion of loan. 61. Rs 20 per share) to financial institutions in conversion of loans/debs.1983 (prem.680 spindles to 50. the Company issued 13 1/2% convertible debentures of Rs 230 each for Rs 11. 1984:. 1985:.659 bonus equity shares issued in prop.7 1/2% preference shares of Rs 100 each and issued and allotted in lieu thereof 23. Co. of Rs 20 per share) to LIC on 1st September.The Birla Carbide & Gases unit suffered losses on account of increase in the costs of power and carcoal coupled with sharp decline in the realisations. Efforts were made to obtain technology and know-how for the project.186 shares to ICICI. .5 MW at Chittorgarh was commissioned in December 1985.4.4. 1987:. 1.333 shares to UTI and 1.43. 1. Of 1 debenture for every one such preference share.15% secured non-convertible redeemable debentures of Rs 100 each in the prop..000 spindles. 1. .000 shares issued at par on 1st July. Ltd.  Malviya National Institute of Technology .The captive thermal plant of 4.The old wet process plant was affected by poor quality of coal but the modern dry process plant was affected by poor quality of coal. Ltd.85. It was implemented during the year. 00.In order to raise funds for substantial expansion in the capacity of the cement works at Chittorgarh.642 . the name of the company was changed from the Birla Jute Mfg.Two diesel generating sets of 4000 KW capacity each were installed and commissioned at Birla Vikas Cement Unit.
In addition.A collaboration agreement was signed by the Company with EMPRWERKE of Germany for the manufacture of Automobile interior Door panels based on jute fibre.  Malviya National Institute of Technology . . .The break-up of the USSR and the suspension of their purchasing during the second half of 1991-92 was a severe blow to the Company. Odessa Technical Fabrics Mill and V/o Novoexport to transfer all assets and liabilities of Bally Jute Mills. to supply door panels manufactured by them. .The Company initiated a fresh programme of modernisation.000-14% secured redeemable non-convertible debentures of 100 each to financial institutions on private placement basis.A MOU was signed by the Company with Maruti Udyog Ltd.As a part of modernisation programme. by the company and the Soviet Collaborators. labour union at all the three mills were opposing the modernisation programme fearing retrenchment. for conversion of the furnaces to the manufacture of ferro-silicon. .1988:.The inferior quality of coal and labour troubles coupled with sluggish demand for cement reduced the cement capacity utilisation at the old plant in Chittor.5 lakh tonnes.5 lakh tonnes to 27. in consideration of offer of equity shares of paid-up equity share capital of the Joint Venture Company. with effect from 1st April or other date as agreed upon.Production of both cement and clinker and despatches of cement were lower due to the prolonged disruption in production at the chittor cement works and due to labour unrest. the company allotted 20. 1990:.An application for a letter of intent for expansion at Satna was submitted for expansion of its capacity from 15.00. five high speed draw frames were replaced and five sets of autolevellers were installed. . 1991:.As the long term prospect for the manufacture of calcium carbide in W. modern jute spreaders were introduced in both Birla and Bally Mills. four Volkman TFO machines were also added to augment supply of knotless export yarn.An agreement was signed on 18th February. Birla Odessa Industries Ltd. Bengal is not encouraging. . . However. viz. to a new Joint Venture Company.The production at Birla Carbide & Gases unit was slightly lower due to a six week shut down of the plant for relining of furnace and lime kiln.In February. three high speed cards. But the benefits could not be reaped due to an industry wide strike that led to closure of the mills for seven weeks.000 high speed ring spindles. . application was made to Govt.11. 1989:. .
.Additional autoconers..The Company entered into a long term agreement with a German linoleum manufacture for technical help in upgrading the product and marketing it within Europe on a regular basis. the export yarn unit at Birlapur was being expanded and quality upgraded while a new unit was being set up at Bally to produce high quality export yarn with upto-date technology. Bally Jute Mills suspended production from 26th August. 1992:. . had also contributed to the low turnover and profits. 1 ordinary share of Rs 10 each of the Company was issued for every 5 equity shares of Rs 10 each held in India Linoleum. 700 ordinary shares of Rs 10 each were allotted to the shareholders of erstwhile India Linoleum. the major supplier which had a closure of 60 days due to labour problems.The Chittor plant was awarded the second best productivity award for the year 1991-92 and 1993-94. The continued loss of markets in Russia and other CIS countries was made up by increased export to GCA markets. . Bally Jute Mills reopened on 1st August 1993 with the commissioning of sophisticated export yearn unit and high value fabric unit. .Operations of the Satna plant were adversely affected due to heavy power cuts and shortage and poor quality of coal leading to lower production of clinker and cement. machines and other equipments were commissioned for catering to the export market. Ltd.With the commissioning of two modified kilns with the installed capacity of each kiln increased to 900 TPD while energy consumption got reduced by 25%.. .The closure of the Company's Bally Jute Mills from 26th August.With a view to increase export of higher value added jute products. . .  Malviya National Institute of Technology .The revival and remodelling of the second submerged arc furnace was undertaken for the production of ferro manganese.The Company undertook to manufacture Cetaria ferro alloys in one of the furnaces of Birla Carbide.Production of Birla Synthetics division declined due to the shortage in the supply of viscose staple fibre from Grasim. . .India Linoleums Ltd.O. Accordingly.Birla Vinoleum's new PVC floor covering plant was fully installed. .Due to severe labour problems. . As per the scheme. T. Ltd. The cement grinding mill was scheduled to be commissioned by September 1993.F.Installation of high efficiency separators on all cement grinding mills. . a subsidiary of the Company was amalgamated with the company effective 1st April.
The company's Satna and Durgapur plants have been exporting large quantities of cement to Bangladesh and Nepal where prices have gone down "substantially on account of cheaper supplies from China and Indonesia and the prevailing prices hardly give any contribution.' was incorporated with Redland PLC. This arrangement was effective from 1st April. Assam Jute Supply Co. Ltd.2 million plant each at Satna and Chittor. 1997:. . . shortage of fibre and acute shortage of raw jute resulting in an unprecendented rise in prices. . of the M P Birla group is setting up a fly ash-based cement grinding unit at Rae Bareilly in Uttar Pradesh. durability and anti-corrosive properties of its cement." . the Company held the entire issued share capital of its subsidiaries.The company was setting up Dornier Looms at Birla Jute Mills to produce Lino Hessian and other specialities to give a further boost to the production of export-oriented value added items. UK to set up facilities for manufacture of readymix cement concrete in India.Due to the continuing strike by workers of the company's unit at Birla Jute Mills. .The company proposed to set up a 1. 1998:.  Malviya National Institute of Technology . .Shareholders of Birla Corp (the erstwhile Birla Jute & Industries Ltd) on 16th July approved the company's proposal to promote a 50:50 joint venture with Redland Plc of the UK. 2000:.Production of jute declined due to the industrywide strike called by the trade unions. . a joint venture between the company and DLW Aktiengesellschaft of Germany.1995:. 1996:.The Company is using slag in the range of 50-55 per cent with a small percentage of chemical additives to ensure strength. but only after voicing their resentment over the decision. Birlapur. the management of the company has been constrained to declare a lock-out of the mills with effect from April 3.Shareholders of Birla Jute & Industries Ltd at an extra ordinary general meeting which sought to authorise the board to change the name of the company to Birla Corp Ltd and to restructure the present businesses of the company.Two DG sets of 6 MW capacity were to be installed at Satna and Chittor to meet the power shortages.Birla Corp Ltd. .India Linoleum unit was demerged from the company under a scheme of arrangement which provided for transfer of all assets and liabilities of the India Linoleum unit to Birla-DLW Ltd.As on 31st March.The company's installed capacity will go up to five million tonnes per annum. 1999:.A joint venture company `Birla Redland Readymix Ltd. which commenced since March 22.
24. Ajay Saraf.Makes it clear not to invest further in Cement business. 100 crore. 75 crores to Rs.. P K Kaul. 2003. -Birla Jute Mills and Soorah Jute Mills have gone on strike on December 29.00 am of January 10. has been appointed as Nominee Director by ICICI Bank Limited in place of Shri Arnab Basu on the Board of the company. 2003:. 20 to Rs. Deputy General Manager. the workmen have agreed to call-off the strike immediately and resume normal work in the mills wef 6. -Chairperson Smt. and Shri Pracheta Majumdar as the Additional Director on the Board of the company. Priyamvada Birla passes away on July 3. ICICI Bank Ltd. -Receives 6 disclosures from Shri N K Kejriwal. -Birla Corporation Ltd has informed that Shri.The Company to issue ordinary shares of the company on rights basis to the shareholders of the company in the ratio of three ordinary shares for every 10 ordinary shares held within a price band of Rs.  Malviya National Institute of Technology .Birla Corporation Ltd has informed that the ordinary shares of the Company have been delisted from DSE w.Appoints Shri Jayant Kumar Ray as Nominee Director by IDBI on the board of the company. -Birla Corporation Ltd had informed regarding an indefinite strike at the company's units: Birla Jute Mills and Soorah Jute Mills. . -Board approves the proposal to install power plants with a total capacity of 52 MW at its Cement Units at Satna. 2004. Director and his family members. December 29. 2004:. B B Tandon as Director on the Board of the Company to fill the casual vacancy arising out of the sad demise of Shri. The company has now informed that following the industrywide tripartite agreement.. 2004 2007:. 2003.f.The Company to increase the authorised share capital of the company from Rs. 2002:.Birla Corporation Ltd has appointed Shri.e.
PRODUCTS AND SERVICES Cement. recycling Australia . Life insurance Asset management Non banking financial services Distribution and wealth management  Malviya National Institute of Technology . viscose filament yarn. primary metal. carbon black. copper Aluminium rolled products. insulators. ADITYA BIRLA MINES AND MINERALS ADITYA BIRLA CHEMICALS Hindalco-Almex Aerospace Limited Utkal Alumina International Limited Dahej Harbour & Infrastructure Limited Dahej Harbour & Infrastructure Limited Aditya Birla Science and Technology Company Limited Tubed Coal Mines Limited Mahan Coal Limited Aditya Birla Nuvo Birla Sun Life Insurance Company Limited Birla Sun Life Asset Management Company Limited. ready mix concrete Cement Aluminium.copper mines Caustic soda Aerospace alloy Aerospace alloy Alumina Handling of captive cargo (copper unit) and commercial cargo R&D Mining Mining Branded garments. chemicals.3. cans. Aditya Birla Finance Limited Aditya Birla Money Mart Limited. These include: COMPANY NAME Grasim UltraTech Cement Ltd Samruddhi Cement Hindalco Novelis Inc. textiles Cement. ADITYA BIRLA CORPORATION The major companies of the Group are among India's leading corporates. rayon grade pulp. ready mix concrete. agribusiness. viscose staple fibre.
and the price level is higher in line with increased production cost. This has made real estate and construction industry recovered and the demand of cement has been increasing gradually from 21 million tons in 2001 to 25 million tons and 26. bakery. The industry was partially decontrolled in 1982 and this gave impetus to  Malviya National Institute of Technology . the severely negative effects from economic crisis in 1997 have caused real estate and construction industry subdued. Since indigenous production was not sufficient to meet the entire domestic demand. the growth had been very slow. vegetables. but in the initial stage. the Government had to control its price and distribution statutorily. Gujarat. noble ferro alloys. But. and wind power generation FMCG products. Large quantities of cement had to be imported for meeting the deficit. The industry has since been growing at a steady pace. In the past. particularly during the period before Independence. Cement Industry Cement industry is one of the important industries to country development in the light of the main important basis for construction industry and also the important indicator showing domestic economic growth.82 million tons in 2002 and 2003 respectively. groceries. fruits. Aditya Birla Minacs Worldwide Limited* Madura Garments Life Style Retail Company Ltd Peter England Fashions and Retail Ltd Essel Mining & Industries Ltd Aditya Birla Retail Limited Broking General insurance advisory and broking Cellular services IT-ITeS Branded apparel retail Apparel retail Iron ore mining.Aditya Birla Money Limited Birla Insurance Advisory & Broking Services Ltd Idea Cellular Ltd. Until 2001±2003. homecare 4. frozen food. the government has launched many economic actuating policies. the domestic demand of cement used to be up to 36 million tons. the domestic demand of cement has shrunk and been in oversupply atmosphere. Cement Industry originated in India when the first plant commenced production in 1914 at Porbandar.
Demand is growing at more than 10 % per annum. Today total number of cement companies in Indian market are 47. More than 90 % of production comes from large cement plants.having number of cement plants 139.97 million tones and cement production during 2007-2008 was 168. 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.97 million tones per year. More than 80% of the cement-manufacturing units use modern environment friendly ³dry´ process.its pace of growth. India is today the second largest producer of cement in world with an installed capacity of close to 188. 95 % is consumed domestically and only 5% is exported. the installed capacity of large plants is 188. There are a total of 130 large and more than 350 small cement manufacturing units in the country. Installed capacity increased to more than double from 27 million tones in 1980-81 to 62 million tones 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.31 million tones The forms of cement produced:- y Ordinary Portland Cement ( OPC ) Portland Pozzolana Cement ( PPC ) y Portland Slag Cement ( PSC )  Malviya National Institute of Technology .
Major players in Indian cement sector: y y y y y y y y y ACC Lafarge Gujarat Ambuja Cement Ultratech Cement India Cements Century Cements Jaypee Group Madras Cements Birla Corporation Limited Some of the various types of cement produced in India are: y y y y y y y y Clinker Cement Ordinary Portland Cement Portland Blast Furnace Slag Cement Portland Pozzolana Cement Rapid Hardening Portland Cement Oil Well Cement White Cement Sulphate Resisting Portland Cement  Malviya National Institute of Technology .
Driven by innovation and excellence. textures. Birla White has consistently been improving its product quality through technological advancements.16 lakh mt by 7.94% over July 2009. even when blended with pigments. the company has indeed come a long way.05 lakh mt in April-July 2010 vis-a-vis 122. Products of birla white cement: y y y y y y WHITE CEMENT WALLCARE PUTTY TEXTURA KOOL-N-SEAL GRC LEVELPLAST white cement-Birla White Cement takes artistic expression in architectural design to the next level. Cement performance for July 2010: The Aditya Birla Group¶s cement production for the period April-July 2010 has moved up by 4. A product of the most advanced technologies and manufacturing processes. Mosaic tiles. shapes and sizes. plasters. It offers the freedom to create designs with a wide palette of colours.99% at 128.96% at 128. Birla White is the preferred white cement for decorative paints.Birla white cement Birla White is India's largest white cement producer with a production capacity of over 550 thousand tonnes annually.86 lakh mt. Birla White today boasts of a product portfolio consisting of several surface finishing options. Its manufacturing plant is today regarded as one of the most technologically-advanced white cement plants in the world. Dispatches rose by 4.00 lakh mt in the corresponding period last year.58 lakh mt as against 122. Significant efforts have also been made to diversify its product portfolio. Established in 1988 with an initial production capacity of 80 thousand tonnes. Cement production for the month of July 2010 is higher by 4.46 lakh mt during April-July 2009. Its exceedingly high refractive index and high opacity imparts brilliant lustre and a smooth finish to surfaces. and dispatches at 29. it offers a pristine white canvas for crafting architectural elegance.75% at 28. Terrazzo flooring and white cement based value-added products.  Malviya National Institute of Technology . The company has a strong globalpresence in the developed European and fastgrowing Asian markets.
In addition. and forms a protective base. water tanks. Textura-Style .Bring home one of the most advanced technologies in construction Birla White Kool-n-Seal. it possesses more adhesive strength and durability. ruining even the expensive coat of paint on your walls. Singapore). terraces. Kool-n-seal . it binds strongly with the base plaster. It is a revolutionary coating material. which is ideal for interiors.Spray Roller Finish (RF). As a white cement-based putty.doesn't stop just at the look of your walls. cracks in parapet walls and water pipes. Kool-n-Seal also seals minor cracks in the surface and helps arrest seepage. it is ideal for roofs. Birla White Textura also offers protection for your walls from weathering. reducing the need for air conditioning and cutting your electricity bills. What's more.Give your walls the distinction of a smooth and glossy finish with Birla White Levelplast. which is best-suited for external walls. Birla White Wallcare Putty offers you total protection against flaking. It's more economical as compared to acrylic based finish. It fills up the fine pores of concrete/mortar walls and ceilings to give a white. and Trowel Finish (TF). Its superior quality makes it the only putty in India to meet global standards (HDB. white cement-based product is perfect for levelling concrete/mortar walls and ceilings especially when there are major undulations. Birla White Textura is available in two varieties . as there's no need to apply primer. This water-resistant. it can be easily applied in the form of slurry with a brush. A superior substitute for POP and Gypsum. smooth and dry surface for painting. even if the surface is damp.The elegant décor of your home can easily be marred by the eyesore of flaking. That's why.Wallcare putty . while increasing the life of your paint. With an effective protection against flaking. you are assured of a good looking home for years to come. This ensures your walls look freshly painted. which outperforms every other traditional option. offers a variety of exquisite textures for your walls. GRC -Glass reinforced Concrete-Great Architectural Looks LEVELPLAST. but extends even to its feel. its unique formulation cools the building interiors. Birla White Textura. giving you a smooth and dry surface for painting on. When applied on the roof or exterior walls.  Malviya National Institute of Technology . even after many years. It fills up the fine pores in the walls and ceiling. Unlike other coating materials. manufactured using state-of-the-art technology.
Production & Consumption Trend in Cement:-  Malviya National Institute of Technology .
If this happens. it is aimed at giving the marketing research function the breadth and depth of latitude that it needs to operate effectively. Also note that marketing research is responsible for not only data gathering about customers. and it is often difficult for the customer to express what those benefits are. marketing research departments often lose what creativity they had and begin to focus on a known set of techniques with which marketing research personnel are comfortable. Often very creative techniques are needed to truly understand what the customer is seeking and how to deliver that solution on a profitable basis.  Malviya National Institute of Technology . Customers seek benefits. a marketing orientation requires that the organization study and understand what will bring its customers satisfaction. but data analysis and presentation to management about customers and other issues. Note that the outcome of marketing research is enhanced decision-making about needs and wants in the marketplace and how to meet those needs and wants. marketing research should never be seen as a separate entity isolated from the rest of the marketing function or from the other functional areas of the firm. This results in a lack of fresh thinking and innovative approaches. This will be caused by the increasing isolation of the individual in our society and the corresponding need to access more information through impersonal versus personal methods. We will define marketing research as ³all techniques used to provide information that assists the firm in all of its decision-making processes relevant to customers or clients. marketing research is pervasive. but it is not. The marketing research department is responsible for providing this understanding. ironically. The marketing research function also. It is unlikely that many readers of this text will ultimately have marketing research as their primary employment so we have presented marketing research in a non-technical manner. However. As we have discussed a length.´ While this definition is very broad. becomes separated from the R&D function and those in the organization responsible for new product conceptualization.Market research Today. This may sound simple.
particularly qualitative marketing research. thus. at present. Types of qualitative research include focus groups and observational studies. who are not well trained or educated in the discipline and do not have sufficient experience. is growing much faster in popularity. Focus groups gather a small number of respondents together to discuss topics yielded by the research questions. there is presently no required accreditation for a person to perform marketing research. Approaches to conducting marketing research range from quantitative to qualitative in nature. Qualitative Marketing Research Qualitative research is less involved with numbers and usually provides a µcloser touch¶ with the subjects in the research project. and social psychology (the study of individual behavior in a group). There are many different types of marketing research projects that require various types of knowledge and academic background. audience measurement for different types of media. the quantitative approach has given way to qualitative marketing research in many cases. A moderator leads the discussion and helps keep discussion lively and focused around the research questions. Unfortunately. The reasons for this are that qualitative research is usually less expensive and faster to perform than quantitative marketing research. there are many unqualified individuals and organizations that sell marketing research services. The moderator creates or is furnished with a µdiscussion guide¶ that outlines the areas to be explored in the focus group.  Malviya National Institute of Technology . to name only a few. Although marketing texts usually devote considerable attention to these approaches.Types of marketing research Marketing research approaches are varied. sociology (the study of group behavior). Thus. qualitative research. Quantitative marketing research is composed of sophisticated techniques that require substantial competence in descriptive statistics while qualitative marketing research may require a broad knowledge of psychology (the study of individual behavior). Quantitative Marketing Research Types of quantitative marketing research include surveys. and store audits. One marketing research project may entail questioning thousands of people by use of a survey instrument while another project may only involve meeting with a few present customers for breakfast.
We recommend a process that includes these steps: 1. The Marketing Research Process In order to obtain useful results. The initial meeting is often not sufficient to establish the problem or opportunity to be researched. this will often require a personal meeting with all of those involved in establishing the project including the client. b. Although there are exceptions. parks for example. It is imperative that this initial meeting be approached with an open mind and no preconceived notions about µthe answer. also called mystery shoppers. Another meeting is usually required to define the problem or opportunity clearly enough to create research questions. are often used to help obtain a real customer¶s assessment of a store¶s service quality.Observational studies involve watching respondents while they are engaged in some activity. we need to start with identifying the problem or opportunity. meet with client(s) jointly explore problem or opportunity to be researched create research questions based on the research questions. c. Analyze the findings of the research project 7. d.Establish a research project 5. create a research design a. Meet with client(s) When beginning a marketing research project. Summarize and Present the findings of the research project 8. and others involved in the project. Conduct the research project 6. Mechanical observation is also used at retail stores to count the number of customers (sometimes with a simple turnstile) and in other public areas. Establish a research project This step will usually involve four steps: a. We say this because too often the findings of a well-executed study are  Malviya National Institute of Technology . the researcher(s). results on which we can make reliable decisions. a marketing research project is a waste of resources.¶ If a client or company manager already has µthe answer¶ (has already essentially decided on what the findings of the project will be).) Secret shoppers. we must follow a consistent process. that is. A common use of the observational method is watching children play with prototypes of toys to understand which toy will be most popular. Assess the findings of the research project 1.
¶ We have no way of estimating how often this happens. the research questions may be stated for the southeast region study as: Research question 1 ± what is the impact of our competitors on our sales? Research question 2 ± what demographic changes have taken place recently? Research question 3 ± have there been changes in perception of our product? Note that the µresearch question¶ is rarely synonymous with a µsurvey question¶ that is. the researcher will be able to formulate research questions. clients often bring a µsymptom¶ into consideration as the µproblem. Thus. The problem is the cause of the drop in sales in the southeast so the researcher must search µupstream¶ in time and events from the sales decline. Create research questions After the researcher and client have agreed on problem or opportunity definition. It is important to realize that divergent thinking will play an important role at this point of the research process. b. In our example. Validity is the ability of a question to measure what it purports to measure. we can say the question is reliable. several survey questions will usually be required to address one research question. Often. the researcher may decide not to take the research project because the client is µnot ready¶ to pursue the project. Formulating dependable survey questions is a highly technical and demanding process that requires extensive training and experience. demographic shifts in the population.  Malviya National Institute of Technology . However. this does not mean that the question will be useful for our study. if we ask several people the same question and get very similar results. However. That is. but we can say it happens often. including the problems and a likely solution to the problem. The reason we break meeting with clients into a separate step is because there will often be several meetings. Reliability is the ability of a certain question to gain consistent responses over asking the same questions several times.¶ For example. not the problem. Questions also need to be valid.¶ This is a symptom. Survey questions should be both reliable and valid. and the possibility that our product is outdated in the eyes of the marketplace. if one says that µsales are down in the southeast region. after meeting with the client. This stage is a data gathering stage for the researcher. this is the stage that the researcher must avoid seeking closure and keep an open mind about how to characterize the problem or opportunity under consideration.rejected because it found the µwrong answer. Clients will often have lots of ideas about the project. For example. A research question is a statement of what queries the project will seek to answer. likely causes identified in client meetings included aggressive efforts by a new competitor.
Male models interview all females entering the store.´ Were the findings of this survey reliable? Were they valid? Remember. The results of the survey indicate that ³Ninety percent of those surveyed find the Dillard¶s shopping experience either ³Extremely enjoyable´ or ³Very enjoyable. and female models interview all males entering the store. We have male and female models interview customers as they enter the store. a question must measure what the researcher claims it measures.For example. to be reliable a question need only produce consistent answers and to be valid. assume we are attempting to ascertain peoples¶ attitudes toward Dillard¶s Department Store.  Malviya National Institute of Technology .
What kind of base material is used before repainting? y y y y y Branded Cement Putty Acrylic Putty Conventional Putty Local Putty Any Other Putty_____________________ 3.MARKET RESEARCH ON REPAINTING SEGMENT Name of Firm Contact Person Business Profile( Brand name associated with) Volume of Business in repainting segment Address Contact No. Who plays important role in repainting work? y y y y y Painter House owner Retailers Friends or WOM Others_________________________ 2. Offices & Buildings Other Specify_______________________________ 4. 1. Budget for repairing? ______________________________________________________________________________  Malviya National Institute of Technology . Who requires the repainting work generally? y y y y y Individual Houses Housing Societies Institutions Govt.
Avg. After what duration repainting work is required? y y y y After a Year After Tow Year After Three Year Other Specify_____________________________________________________ 7. Sale of Any other brand: _________________________________ 9. Whether he is keeping Birla Wall Care Putty/ Any other brand? ______________________________________________________________________________ 8. Sale of Birla Wall Care Putty: ________________________________ Avg. Is there any specific time/ Season for repainting work? ______________________________________________________________________________ 6. Is there demand for Repainting for repainting work? ___________________________________________________________________________ 10.5. Is there any suggestion for promoting WCP for Repainting Segment? ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________  Malviya National Institute of Technology .
Professionaly librarians are highly trained and are usually happy to be of assistance. Sampling and Selection of the Sample  Malviya National Institute of Technology . In organizational marketing. The mail survey was deleted from the research plan. Create a research design The research design is the approach we use to answer the research questions. which is rare. When we do. both qualitative and quantitative approaches should be used to answer the research questions.¶ The company had already created a survey form to be sent out though mail. Alternatively.c. When the budget will allow it. we can collect the data our self to address the research questions. First. Primary and Secondary data Collecting data can be done in two ways. For example. e. the data collected are called primary data. When we use data for decision-making based data that has been collected by someone else to address different research questions. often clients must choose only one or two of the most compelling research questions to address using either a quantitative approach or a qualitative approach. published data can be obtained free with the help of professional library personnel. The internet contains huge amounts of secondary data and free. d. a small candy manufacturer had decided it needed to µresearch the market. secondary data research often begins with the examination of the NAIC (formerly SIC) codes relevant to the companies of interest in the study . Often the client will have already decided on a research design without considering what the appropriate one would be. Marketing researchers should always explore sources of secondary data before they decide to collect primary data. in one case. this data is called secondary data. and a mall intercept survey. A meeting was held between the candy company and a marketing research company. the research design was changed to include a series of focus groups. After some consideration of research questions. Research designs can be qualitative or quantitative or include both types of research in larger projects.
etc.) A simple probability sample is one in which each subject in the population of interest has an equal and known probability of being included in our sample. ³z´ scores. Types of nonprobability samples are judgment samples (the interviewer as asked to apply his/her own opinion as to what respondents µfit¶ the profile of people to be interviewed). µfifty females. Results derived from probability samples can be applied to the remainder of the population of organizations or people in the population of interest. quota samples (the interviewer is given clear direction regarding how many people of what type to interview. in a probability sample we can generalize our results to the other students on campus (the population of interest). That is. probability samples are much more complex and expensive to gather. the U. Thus. once we agree that we need to gather data from a limited number of organizations or individuals.. Results derived from nonprobability samples cannot be applied to the remainder of the population of interest. parametric. and convenience samples (the interviewer selects people to interview based on the easiest ones to interview). sampling is collecting data from only a portion of all possible respondents in the population of interest. One can see that the selection process for nonprobability samples is usually unsophisticated and straightforward. However. the responses gained only apply to the students we questioned in that sample. If we just meet students on campus and do interviews. if we draw a sample of students at a university to determine their attitudes toward raising tuition in order to build a parking garage on campus. we must determine how they are to be chosen for the sampling process. every ten years. one for which we can apply basic descriptive statistical techniques as taught in business statistics courses (for example.Often marketing research studies require that data be collected through the process of sampling. However.S. Can you think of a way to draw a sample of students at your university or organization that would have these two characteristics?  Malviya National Institute of Technology . A census is taken when we attempt to collect data from all possible respondents in a specified population.e. probability samples provide more powerful prediction abilities. that is. when we decide to draw a probability sample. this would be a nonprobability sample and would not necessarily produce results that would predict how most students and others on campus feel about the parking garage. On the other hand. if we collect a nonprobability sample. However. For example. There are two types of sampling: probability sampling and nonprobability sampling. and fifty males). For example. Note this has to do with HOW the sample is selected. Census Bureau attempts to count every person in the U. normal distributions.S. for example. i.
The statement of the research design should provide guidance to the researcher about how the data should be organized and classified. the researcher must remain objectiveas s/he records. In the same spirit as this e-book. There is often some pressure on the researcher to µfind the right answer¶ as we indicated above.  Malviya National Institute of Technology . SPSS. (statistical package for the social sciences) or a similar statistical package is often used to perform the analysis necessary for this step. SAS. The statement of the research design should be sufficiently complete to allow a qualified. independent researcher to execute the research study by following the statement of research questions and research design. sometimes. but for the sake of integrity. as in the case of samples there is not even a guarantee of that! 2. classifies and analyzes the data. formerly a professor at Iowa State University. Conduct the research project The research design should provide good guidance for performing the research. Especially for quantitative studies. 3.Selection of nonprobability samples only requires that the people interviewed are in the population of interest and. statistical software is often used to facilitate activities in this stage of the project. research projects can be quantitative or qualitative in nature or even involve both kinds of research approaches. offers a free statistical package on the internet at his website: The researcher must be careful to be organized and remain objective during this stage. As you already know. Professor Bill Miller. Analyze the findings of the research project This stage is comprised of organizing the data gathered and carefully ascertaining what the data indicate.
organization. not-for-profit organization. Summarize and Present the findings of the research project After the data are analyzed. 5.  Malviya National Institute of Technology . Use of such terms as ³a two sigma range´ only succeeds in confusing the client and very often over-emphasis on jargon can alienate the client.Promotion of a concept. Institutional advertising. or the goodwill of an industry. Presenting the Findings of Market Research After market research there are found that Advertising is most important part to ³promote usage of Wall Care Putty in repainting segment in Jaipur City´.4. Types of advertising Product advertising -Nonpersonal selling of a particular good or service. or idea by a sponsor identified in a message that is intended to inform or persuade members of a particular audience. this is particularly important when presenting a report to clients who are highly intelligent and educated. When summarizing and presenting a research project. person. product. Advertising Advertising Paid. the best guide is to keep it simple and µaccessible¶ to the reader of the report. geographic location. Ironically. the researcher must draw conclusions from the findings and present the findings in a comprehensible manner. non. company. a hilosophy. The temptation for the researcher is often to rely too heavily on statistics and this can very rapidly lose the attention and interest of the client. an idea. or government agency.personal communication through various media about a business firm. They know how the use of jargon is often used to obfuscate the facts and this may indicate a lack of preparation on the part of the presenter.
G. service. References : www.Promotion that attempts to increase demand for an existing good. person. organization.Objectives of advertising y y y Informative advertising.Promotion that seeks to develop initial demand for a good. place. or cause. idea. idea.google. person. Jaipur) Mr.com Mr. person. Marketing Manager Birla Plant. or cause.co. Persuasive advertising. place. organization.Advertising that reinforces previous promotional activity by keeping the name of a good. or cause before the public 12. service. idea. service. Mehta (Sr. place.in www. organization.D. Devansh Sharma (Marketing Executive Birla WCP)  Malviya National Institute of Technology . Reminder advertising.scribd.
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