A

PROJECT REPORT
ON

A Study on Dealers Awareness towards Birla Cement

with Special Reference to SATNA
At

Birla Corporation Limited

Satna

M.P. (India)

FOR THE PARTIAL FULFILLMENT OF

“MASTERES IN BUSINESS ADMINISTRATION”
2012

SUBMITTED TO SUBMITTED
BY:

Mr. SANKALP SHUKLA YOGESH

SHRIVASTAVA
 2

MBA IV SEM.

DECLARATION

I, YOGESH SHRIVASTAVA , HEREBY DECLARE THAT THE PROJECT REPORT

ENTITLED” “A PROJECT ON BRAND POSITIONING” UNDER THE GUIDANCE

OF MR. SANKALP SHUKLA SUBMITTED IN PARTIALLY FULFILLMENT OF

THE REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF

BUSINESS ADMINISTRATION TO VIMR COLLEGE IS MY ORIGINAL WORK

- RESEARCH STUDY - CARRIED OUT DURING 1 S T APRIL, 2012 TO 11 JUNE,

2012 AND NOT SUBMITTED FOR THE AWARD OF ANY DEGREE,

DIPLOMA, FELLOWSHIP OR OTHER SIMILAR TITLES OR PRIZES TO

ANY OTHER INSTITUTION/ORGANIZATION OR UNIVERSITY BY ANY

OTHER PERSON.
 3

Date : 11 /06 / 12 SIGNATURE

Place: Satna (YOGESH
SHRIVASTAVA)

PREFACE

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 SATNA 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 M.P.. Particularly in SATNA owing the
status of heart of M.P.. 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 & by
Doing Survey of whole cement market of above mentioned two cities.
The project contains the basic things which are necessary for knowing Brand-Positioning
of Company. Firstly is the Market Research is done by me in SATNA by Taking SIX
major Brands Birla Samrat Cement, Ambuja Cement, Ultratech Cement, Binani
Cement, J.K. Laxmi Cement & Shree Cement. Data collected by me only from
Dealers .After data collection Research Methodology is done & find out the Brand-
Positioning of cement in SATNA.

In a nut-shell after the completion of my Brief & Vast report on the crucial
subject matter of “Knowing the Brand-Position of Birla Corporation Limited”. I in my
 4

long lasting view has brought an eternal light towards “Findings, Suggestions &
Constraints” regarding the Brand Position of the Birla Corporation which can play a vital
role in taking it to the heights of the Success & goodwill to capture a good market share
in this Neck-To-Neck Competition Creating hyper tension.

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. SANKALP SHUKLA 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. ARUN
SHUKLA (Assistant Manager Marketing) 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 SUJEET
TIWARI (HRD DEPTT.). 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.

I express my deep sense of gratitude to sankalp shukla(VIMR, SATNA) for his

valuable guidance during my report work.
 5

YOGESH
SHRIVASTAVA

EXECUTIVE SUMMARY

This project report is prepared as the partial fulfillment of two year degree programme of
MBA curriculum of IIPM INDORE. This Research project is a compulsory part of the
academics. This research is done in the Third trimester of the MBA program.

In this research, I have attempted the research about Brand Positioning.

Positioning is one of the key elements of modern marketing management (Kotler, 2000).
The overall purpose of this research is to indentify the Brand Position of Birla cement in
SATNA market. I have taken six major cement brands for this research. The whole
research is based on Dealer & Sub Dealer survey.

The project is followed by 8 Chapters.

Chapter 1 : Introduction of Cement Industry, Current Scenario in India, growth in

Production & consumption, Birla Corporation history, subsidiaries
companies, types of cement, manufacturing process of cement, standard
requirement of raw material, distribution channel & SWOT analysis.

Chapter 2 : Definition & concept of brand positioning, brand positioning strategy,

competitive study among various cement brands.

Chapter 3 : Research methodology, objective of research.

Chapter 4 : Analysis & interpretation of collect data’s.

Chapter 5 : Findings & conclusions

Chapter 6 : Suggestions

Chapter 7 : References cited

Chapter 8 : Annexure

This report is an honest work towards the topic. There can be many short comings in it
because of the lack of the time, unavailability of data and other constraints.
 6

TABLE OF CONTENT
 CONTENTS
♦ CERTIFICATE 7
♦ DECLARATION 2
♦ PREFACE 3
♦ ACKNOWLEDGEMENT 4
♦ EXECUTIVE SUMMARY 5
♦ Chapter 1 : INTRODUCTION OF CEMENT INDUSTRY 10-48
♦ Overview of the performance of the Cement Sector 11

♦ CURRENT SCENARIO 12

♦ GROWTH IN CEMENT PRODUCTION 20010-11/2008-09 15

(Apr-Mar)
♦ CAPACITYWISE TOP TEN PLAYERS FOR YEAR 2011- 16
2010

♦ The Forms of Cement Produced 17

♦ Major players in Indian cement sector 18
♦ History of the company Birla cororation 19

♦ Credit Rating of the Company

♦ COMPANY PROFILE 20
♦ QUALITY CONTROL AND ASSURANCE 22
♦ MISSION & VISION 24

♦ OBJECTIVE AND OBLIGATION 25

♦ SUBSIDIRES COMPANY OF THE BIRLA 26

CROPORATION

♦ Corporate Social Responsibilities 28

♦ AWARDS 35
♦ PRODUCT PROFILE 37
 8

♦ DISTRIBUTION CHANNEL 45

♦ SWOT ANALYSIS OF BIRLA CORPORATION LIMITED 47

♦ CHAPTER 2 CONCEPTUAL FRAMWORK

49-60
♦ Brand Positioning - Definition and Concept 50
♦ Brand Positioning Strategy 52
♦ Effective Brand Positioning 57
♦ 5 Factors of Brand Positioning 55

♦ Brand Positioning 56

♦ Competitive Study Among Various Cement Brands 57

♦ CHAPTER 3 RESEARCH METHODOLOGY 60-63

♦ CHAPTER 4 ANALYSIS AND INTERPRETATION 65-74
♦ CHAPTER 5 CONCLUSION AND FINDINGS 76
♦ CHAPTER 6 SUGGESTIONS 78
♦ CHAPTER 7 REFERENCE CITED 80-82
♦ CHAPTER 8 ANNEXURE 85-87
 9

C HAPTER -

1
INTRODUCTION
 10

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 1980-81 to 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.
 11

After the globalization and liberalization of Indian economy, the cement industry
has been growing rapidly at an average rate of 9 percent. 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 worlds 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
cement-manufacturing 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.

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:
 12

• Housing development programmers & 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.

The types of cement in India have increased over the years with the
advancement in research, development, and technology. The Indian cement industry is
witnessing a boom as a result of which the production of different kinds of cement in
India has also increased.

By a fair estimate, there are around 11 different types of cement that are being
produced in India. The production of all these cement varieties is according to the
specifications of the cement.

CURRENT SCENARIO

The Indian cement industry is the second largest producer of quality cement,
which meets global standards. The cement industry comprises 130 large cement plants
and more than 300 mini cement plants. The industry's capacity at the end of the year
reached 188.97 million tons which was 166.73 million tons at the end of the year 2006-
07. Cement production during April to March 2007-08 was 168.31 million tons as
compared to 155.66 million tons during the same period for the year 2006-07.Despatches
were 167.67 million tons during April to March 2007- 08 whereas 155.26 during the
 13

same period. During April-March 2007-08, cement export was 3.65 million tons as
compared to 5.89 during the same period.

Cement industry in India is currently going through a consolidation phase. Some

examples of consolidation in the Indian cement industry are: Gujarat Ambuja taking a
stake of 14 per cent in ACC, and taking over DLF Cements and Modi Cement; ACC
taking over IDCOL; India Cement taking over Raasi Cement and Sri Vishnu Cement;
and Grasim's acquisition of the cement business of L&T, Indian Rayon's cement
division, and Sri Digvijay Cements. Foreign cement companies are also picking up
stakes in large Indian cement companies. Swiss cement major Holcim has picked up
14.8 per cent of the promoters' stake in Gujarat Ambuja Cements (GACL). Holcim's
acquisition has led to the emergence of two major groups in the Indian cement industry,
the Holcim-ACC-Gujarat Ambuja Cements combine and the Aditya Birla group through
Grasim Industries and Ultratech Cement. Lafarge, the French cement major has acquired
the cement plants of Raymond and Tisco. Italy based cement has acquired a stake in the
K.K. Birla promoted Zuari Industries' cement plant in Andhra Pradesh, and German
cement company Heidelberg Cement has entered into an equal joint-venture agreement
with S P Lohia Group controlled Indo-Rama Cement.

Cement (Mn.Ton.)

Particulars Mar-12 Feb-12 Mar-11 2011-10 2009-08

Production 16.39 14.73 14.99 168.31 155.66

Despatches(Including
Export) 16.42 14.79 15.13 167.67 155.26

Export 0.32 0.21 0.45 3.65 5.89

Closing Stocks 1.07 1.15 0.85

Capacity Utilization (%) 104 98 108 96 94

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TABLE 1.1

During March 2012, Cement production was 16.39 Mn.T, registering a growth of
9.34% as compared to 14.99 Mn.T in March 09.

Cement Despatches were 16.42 Mn.T in March 12, showing a growth of 8.53% as
compared to 15.13Mn.T in March11

Clinker (Mn.Ton.)

Particulars Mar-12 Feb-12 Mar-11 2010-0 2008-09

Production 11.88 10.83 11.19 129.69 121.75

Sales 0.41 0.29 0.27 3.01 2.35

Export 0.21 0.2 0.19 2.37 3.11

Transfer 1.55 1.42 1.45 16.16 15.58

Closing Stcoks 5.47 6.09 4.41

TABLE 1.2

During March 2010, Cement Export was 0.32 Mn.T a decline of 28.89% from
0.45 Mn.T in March 09, whereas Clinker Export showed a growth of 10.53% (from 0.19
Mn.T. in March 09 to 0.21 in March 10)
 15

GROWTH IN CEMENT PRODUCTION 20010-11/2008-09 (Apr-Mar)

FIGURE 1.1

This Graphical represenation shows that overall growth in cement production in inidia is
8% in 2008-09. but if we are distributing in different region then it shows 14%, 8%, 8%,
5%, 4% to North,East,South,West,Centre respectively.In North,higest growth is 14% and
least growth in centre region which is only 4%.
 16

CAPACITYWISE TOP TEN PLAYERS FOR YEAR 2011-2010

COMPANY CAPACITY

HOLCIM / ACC / AMBUJA 38.21

GRASIM / ULTRA TECH CEMENT 36.25

JAYPEE GROUP. 9.93

THE INDIAN CEMENTS LTD. 9.64

SHREE CEMENT 9.10

CENTURY TEXTILES & INDUSTRIES LTD. 7.80

BIRLA CORPORATION LTD. 5.78

MADRAS CEMENTS LTD. 5.47

LAFARGE INDIA PRIVATE LTD. 5.47

JK CEMENT 4.30
(Figures in Mn. Tones)
TABLE 1.3
 17

The Forms of Cement Produced

FORMS

OF

CEMENT

FORMS PORTLAND PORTLAND

OF POZZOLANA SLAG

CEMENT CEMENT CEMENT

FIGURE 1.2
 18

Major players in Indian cement sector

ACC

Lafarge

Gujarat Ambuja Cement/Holcim

Ultratech Cement

India Cements

Century Cements

Jaypee Group
Madras Cements

Birla Corporation Limited FIGURE 1.3

INTRODUCTION OF BIRLA CORPORATION LIMITED

 19

History of the company

The company was founded by Late Shri G.D.Birla and was incorporated on 25 th 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 3rd 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 27 th 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 programme of the company.

COMPANY PROFILE

Birla Corporation Limited is a multi- product conglomerate.

• It plays significant roles in the Cement, Jute, PVC floor Covering, Auto Trim and
 20

Steel casting industries.

• The concentric around the 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.

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 ED & CEO

Late Shri R.S. Lodha Shri

B.R.Nahar

Board of Directors
Shri N.K. Kejriwal Shri Vikram Swarup

Smt Nandini Nopany Shri Anand Bordia

Shri Harsh V. Lodha Shri B.B. Tandon

Shri Pracheta Majumdar Shri D.N.Ghosh

 21

Logo of Birla Corporation Limited

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 & operation. But they are

held together by this centripetal drive. The circles represent the inspiration to

explore new frontiers of growth.

 22

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
 23

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.

MISSION & 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.

 24

 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.

OBJECTIVES & 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.
 25

 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.

SUBSIDIRES COMPANY OF THE BIRLA CROPORATION

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 ), Satna Cement Works ( SCW ) and Birla Cement Works ( BCW ) at
Satna ( M.P. ), Satna Cement Works ( DCW ) and Durga Hitech Cement ( DHC ) at
Satna ( West Bengal ) and Cement Grinding Unit at Raebareli (Uttar Pradesh). The
present installed capacity of cement is 58.80 lac metric tones per annum. Location wise
details are given here under:-
 26

STATE TOWN UNITS CAPACITY

Mill. Ts
M.P. Satna 1.55

Rajsthan Satna 2.00

West Bengal Satna 1.60

Uttar Pradesh Raebareli 0.63

Location of Cement Plants in India

STATE TOWN UNITS

Madhya Pradesh Satna Satna Cement Works

Birla Vikas Cement
M.P. Satna Birla Cement Works
Satna Cement Works
West Bengal Satna Satna Cement Works
Durga Hitech Cement
Uttar Pradesh Raebareli Raebareli Grinding unit

TABLE 1.4

CAPACITY : 5.78 Mill. Ts.

 27

TABLE 1.5

The Product and Brand names are as Follows:

UNITS PRODUCTS BRAND NAME

Birla Cement Works OPC - 43G, 55G, PPC Birla Cement Chetak
Satna Cement Works PPC Birla Cement Samrat
Satna Cement Works PPC & OPC (43 Gr.) Birla Cement Samrat
Birla Vikas Cement Birla Cement
Khajuraho
Raebareli Grinding Unit Birla Cement Samrat
Portland Pozzolana
Cement (PPC)
Satna Cement Works Portland Slag Cement Birla Cement
(PSC) Birla Premium Cement

Durga Hitech Cement Portland Pozzolana Birla Cement Samrat

Cement (PPC)
TABLE 1.6

Corporate Social Responsibilities

 28

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 Satna, M.P.

 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

 29

Other Philanthropic Activities

 M.P. Birla Planetarium, Kolkata, West Bengal

 Express Dairy, Behala, Kolkata, West Bengal

 Joka Agricultural & Horticultural Society, Joka, West Bengal

SOCIAL SERVICES

 Water Facilities in Satna & Satna.

 Roads in Satna.

 Cleanness Campaign with Zilla Parishad in Satna.

AWARDS & ACHIEVEMENTSore..
.

 CAPEXIL “Special Export Award” every year, since 1990.

 ISO 9002 certification for Satna Cement Works, Birla Vikas Cement and Satna
Cement Works.

 ISO 9001-2000(QMS) certification for Birla Cement Works, Satna Cement

Works from BVQI, UK.

 IS/ISO 14001 certification in 1999-2000 for Satna Cement Works and Birla Vika
Cement, in 2002-2003 for Birla Cement Works & Satna Cement Works for
environment management systems & “Best in Energy Performance” in 1986-87.
 30

 "Best in Energy Performance" for Satna Cement Works in 1993-94, 1994-95,

1995-961997-98.

 "Best improvement in Thermal Energy Performance" recognition from NCB for

Birla Cement Works in 1992-93 and Satna Cement Works in 1993-94.

 "Bhama Shah Samman" from the M.P. Government for Educational Activities for
Birla Cement Works in 1996-97.

 "Excellence in Improving Machinery Health Condition" in 1997.

 Ministry of Labour, Government of India, for Birla Cement Works & Satna
Cement Works in 1998-99 and again in 2001-02.

 "Lal Bahadur Shastri Memorial National Award" for Excellent Pollution Control
 31

BIRLA CEMENT WORKS

Satna, Satna (M.P.)

(Unit of M/s. BIRLA CORPORATION LIMITED)

Since I had done my summer training at the units situated at Satna i.e. BCW & SCW so
here I am giving a brief description of these two units-

BIRLA CEMENT WORKS (BCW) was commissioned in February 1967, was the 1 st
dry process plant with two suspension preheating technology in the country. Shri
M.L.Sukhadia laid the Foundation stone of BCW on January 1962 and it started
functioning on Basant Panchmi in year 1967.Its initial capacity of 2 lac tones was
increased to 4lac tones in year 1992. In a major modernization drive, the two stages pre-
heater were converted into five stages pre-heater & a Modern computerized system was
installed. The BCL installed a new plant in year 1986 called “Satna Cement Works
(SCW)”. It is equipped with state –of-art equipment like 5 stage pre-heater, inline
clinker, Hot ESP etc. were commissioned in 1986. A central computerized control
system with X-rays analyzer & other sophisticated quality control system have been
provided to ensure the best quality cement production. The company has its own mines
named ‘Jai Surjana’ which is at a distance of about 4Km from factory.
 32

BCW was the 1st cement plant in the country to install Electrostatic Precipitator (ECP’s)
in order to control the dust emission. To further improving the efficiency of ESP’s, gas –
conditioning towers have been installed and bag dust collectors have been provided at all
material transfer points in both the units. Today as many as 11 ESP’s & 57 bag dust
collectors are functioning efficiently to control and maintain the emission levels well
below the air pollution control act.

BCW & SCW’S Core Values, Vision, Mission

Core Values

A) Business entity & Ethics. B) Transparency & Openness.

C) Sense of Ownership. D) Striving for excellence

Vision

Be one of the best known work culture & organization climate in cement
industry. Attain excellence in every sphere through team work while fostering individual
uniqueness, Entrepreneurship & Empowerment.

Mission
To develop an enabling learning, responsive & trustful organizational climate

Where people are respected empowered & derives joy in working.

Environment & Safety

Number of activities on safety awareness, health checkup of all employees is being

carried.
 33

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 programme.

To prevent accident, we have included the safety programme like investigation &
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 programme.

The regular safety inspection is being conducted in the plant to identify unsafe
conditions and unsafe practices, which lead to accidents. Awareness and training
programmes 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.

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 & 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 assessment. Water management studies of the district and
mass environmental awareness programmes are being conducted.

Facilities Provides By BCW & SCW

 34

The factory has provided the various kinds of the facilities to the company employees &
workers. It gives the soothing environment to the workers & motivates to do better &
more work for company.

These facilities are under

 Recreation Center

 Clubhouse

 Residential Colony

 Vividha

 School & Canteen

 Transportation Facility

 Vocational Training

 Play grounds & sports fields

 Tree plantation in Gardens

 35

AWARDS

Plant has been awarded with number of awards, details are given below:-

S. Name of Award Awarding Institute

NO.
1. ISO 9001 : 2000 Certification BVQI, UK in 2002 to BCW & SCW

2. IS / ISO : 14001 Certification BIS, New Delhi in 2002 to BCW &

SCW
3. Best Productivity Award NPC to SCW in 1989-90 & again in
1993-94
4. Best improvement in Thermal NCB to BCW in 1992-93
Energy Performance
5. Best improvement in Energy NCB to BCW in 1992-93
Performance
 36

6. Bhama Shah Award for Government of M.P. to BCW in 1996-

Educational Activities 97
7. Excellent award for Maintaining IIT, Chennai & Vibration Engineers
Health Condition of Machinery Consultants (P) Ltd. to BCW & SCW
in 1996-97
8. Merit Award VEC (P) Ltd., Chennai for sustained
implementation of condition
monitoring and continued machine
health improvement in 2001.
9. Workers Education Trophy Central Board for Workers Education,
Udaipur, Ministry of Labour,
Government of India to BCW & SCW
in 1998-99 and again in 2001-02
10. Best Supporting Core Plant Regional Training Centre (North),
Nimbahera in 1998-99, 2000-01 &
2001-02.
11. DGMS, Udaipur – 1995(1), 1996(2),
1997(1), 1998(3), 1999(4), 2000(2),
Awards to Captive Mines (Safety 2001(5) & 2002(3).
Week celebration in Udaipur
region)
12. Best Income Tax Payee (TDS) Income Tax Department, Udaipur
Award range to BCW in 1996-97
TABLE 1.7
 37

PRODUCT PROFILE

Definition of Cement:

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

Cement is a binding material. Earlier the cement was used as a binding material. Cement
is one of the strongest binding materials with long life. The weathering effect on cement
is very low. For manufacturing of cement the basic raw materials is limestone (calcium
carbonate). The limestone used in manufacturing of cement should have at least 80%
purity.

History of Cement

• Joseph aspedene discovered cement in 1824.

• Materials used were- lime, Brick, Bed, Volcanic, lava, water & ash.
 38

• 1897 wet process KILAN came in existence DRY-PROCESS.

Types of Cement

1. BIS covers 14 types of cement.

2. 9’s are the commercially produced in India.

3. Major Cements are OPC, PPS, & PSC.

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 percent 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
 39

hydration even lower than PPC and is generally used in the construction of dams and
similar massive constructions.
• Specialized Cement:
Oil Well Cement is made from clinker with special additives to prevent any porosity.
• 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-
saponifibale oil to impart waterproofing properties.

Raw material required for Cement -

Various raw materials required for manufacturing cement are :-

Limestone - extracted from own mines

Laterite - readily available from nearby mines

Gypsum - purchased from Bikanar & Nagore

Pet Coke - imported from foreign countries

Fly Ash - brought from Kota Thermal Power Plant

Manufacturing Process Of Cement

 40

FIGURE 1.4

PROCESS FLOW-DIAGRAM

Limestone
Mining Crushing Limestone
Stock Pile
Transportation
 41

Cement Cement Silo Processing Raw Grinding

Storage Grinding

Cement Fuel Grinding

Packing

FIGURE 1.5

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 1400-
1500 degree where calcinations take place. Coal is used in the kiln to maintain the
 42

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 & 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 & packing -

The cement is than conveyed to different cement storage silos according to their grades
& from silos it is packed in pp bags by using electronic packaging machines.

PRODUCTS OF BCW & SCW

CEMENT

OPC PPC SRC

33 Grades 43 Grades FIGURE531.6Grades

Storage of Cement
 43

Storage Time Compressive Strength

Fresh 100%

3 Month 80%

6 Month 72%

12 Month 60%

24 Month 46%

TABLE 4.1

Standard requirement of various Raw Materials

Particular Standard requirement

OPC
Clinker - Limestone 92-93%
- Iron Ore 02-03%
 44

- Gypsum 05%
PPC
Clinker 70%
Gypsum 05%
Fly ash 25%
TABLE 4.2

Method of cement storage

1. All windows & doors are closed and weather & Moisture must not affect to the
cement.
2. Distance of stacking bags should be 1 feet from wall & 2 feet from ceiling.
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 & than cover by the plastics-sheets.
 45

DISTRIBUTION CHANNEL

Company has a very simple distribution channel for delivering the goods to the
consumer. It is combination of:

Company

Stockiest Direct Selling

To

Retailer Various Govt.

Contracts

FIGURE 1.7
 46

SWOT ANALYSIS OF BIRLA CORPORATION LIMITED

Strengths:-

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

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.
 47

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.

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.
 48

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

• Scarcities of good quality Coal are some other factors which are cause of concern
for the industry.
 49

C HAPTER -

2
CONCEPTUAL
 50

FRAMEWORK
“Developing Marketing Strategy by Knowing Brand-Position of BCW/SCW
Product- 2009 for Birla Cement Works”

Brand Positioning - Definition and Concept

Brand positioning refers to “target consumer’s” reason to buy your brand in

preference to others. It is ensures that all brand activity has a common aim; is guided,
directed and delivered by the brand’s benefits/reasons to buy; and it focuses at all points
of contact with the consumer.

Brand positioning must make sure that:

• Is it unique/distinctive vs. competitors ?

• Is it significant and encouraging to the niche market ?
• Is it appropriate to all major geographic markets and businesses ?
• Is the proposition validated with unique, appropriate and original products ?
• Is it sustainable - can it be delivered constantly across all points of contact
with the consumer ?
• Is it helpful for organization to achieve its financial goals ?
• Is it able to support and boost up the organization ?
 51

In order to create a distinctive place in the market, a niche market has to be carefully
chosen and a differential advantage must be created in their mind. Brand positioning is a
medium through which an organization can portray its customers what it wants to
achieve for them and what it wants to mean to them. Brand positioning forms customer’s
views and opinions.

Brand Positioning can be defined as an activity of creating a brand offer in such a

manner that it occupies a distinctive place and value in the target customer’s mind. For
instance-Kotak Mahindra positions itself in the customer’s mind as one entity- “Kotak ”-
which can provide customized and one-stop solution for all their financial services
needs. It has an unaided top of mind recall. It intends to stay with the proposition of
“Think Investments, Think Kotak”. The positioning you choose for your brand will be
influenced by the competitive stance you want to adopt.
 52

Brand Positioning involves identifying and determining points of similarity and

difference to ascertain the right brand identity and to create a proper brand image. Brand
Positioning is the key of marketing strategy. A strong brand positioning directs
marketing strategy by explaining the brand details, the uniqueness of brand and it’s
similarity with the competitive brands, as well as the reasons for buying and using that
specific brand. Positioning is the base for developing and increasing the required
knowledge and perceptions of the customers. It is the single feature that sets your service

apart from your competitors. For instance- Kingfisher stands for youth and excitement. It
represents brand in full flight.

FIGURE 2.1
 53

Defining Values and Principle

 You already know how to do this

– Your values and principle are part of your Org and Brand drivers!!!

– Keller calls principle “Brand Mantra”

 Your Values, Principle, and position all are related

– NOTE: Keller says that associations are values, but we have a stricter
definition of associations from the IBM.

Brand Positioning Strategy

Brand positioning is an essential element of a winning branding strategy. Positioning

simply refers to how your product or service is viewed in the minds of prospects and
customers relative to other products or services available in your niche.

The term positioning has two connotations: a vertical and a horizontal one. In terms of
the vertical connotation, the term refers to the order in which your product ranks relative
to the products of your competitors in the minds of your customers in your industry
niche.

(For example, which product comes to mind first when I say the word cola?)

In terms of the horizontal connotation, the term refers to the qualities and attributes your
product represents in the mind of your customers, again relative to your competitors.

While you cannot directly control the ranking that your product or service enjoys in the
minds of your customers, you can influence how you position the product in terms of
qualities and attributes. That is, by properly positioning your product relative to your
competitors in the minds of your customers, you will have much more control over how
your brand is perceived in the marketplace. You will then effectively have a guide or
map for how to execute your branding strategy.
 54

Effective Brand Positioning

No matter how long you’ve been in business, chances are good that you are engaged in
developing and promoting your brand positioning strategy. You’ll invest plenty of time
in the process of evaluating your products or services in terms of market share, sales and
customer base and comparing this information to that of your competitors. You’ll work
to determine how your customers perceive your business and its major offerings and use
the detailed findings to establish your business at the proper place within that all
important target market.

Your business position within the target market will determine your business’s degree of
success. If you think you can maneuver into a more profitable place, do so by adjusting
your products or services to more closely match the desired position (known as re-
positioning), or pursue strategies that change customer perception of the products and
services offered by your competitors (de-positioning).

Here are some strategic tips that can help you to be as effective as possible during your
brand positioning process:

1. Understand brand positioning as fully as you can, especially in the way that it directly
affects your business. Businesses, especially smaller ones, are very diverse in their needs
and offerings, and it might take quite a bit of effort to even be sure that you are
positioning yourself within the correct market. Look closely at the businesses sharing
your pool of regular customers, their purchasing patterns and the roles that your business
plays in their everyday lives.

2. Develop the most efficient method possible for gathering customer information.
Remember that you’re trying to get inside their heads and back out again with an
unvarnished look at how they see your business in terms of the benefit that it provides
for them. You might consider questionnaires, phone surveys or online surveys and offer
a small bonus to compensate customers for their valuable time.
 55

3. Determine which of your products and/or services are the most popular or powerful,
so that you can use them to build on or adjust your overall positioning strategy.

4. Rank all of your products and/or services in terms of positive customer review and in
relation to those of your competitors.

5. List the most popular group of attributes that describe your business and products
from the viewpoints of your customers and combine them to reach your ideal vector…
the position in your target market from where your business can operate at the highest
possible level of strength.

6. Product-based businesses can complete the positioning process more easily than
service based businesses. After all, your customers can see, touch and watch
demonstrations of your products to see how they work and visualize their benefits. Here
are some hints for exploring how customers perceive your business and its services:

• Create simulations, descriptions or case studies showing proven results.

• Find out how customers view your services in terms of value, results and convenience.

7. Regardless of your business type, take the information about customer perception that
you’ve gathered, determine your top benefits and attributes and use them to determine
your current positioning and how far that point is from your ideal vector in the
marketplace.

8. Decide whether you are satisfied with the current positioning of your business, or
whether you need to change your strategy. Consider your target market and decide if
your business is positioned in such a manner that it maximizes every opportunity for
visibility in that market.

Finally, keep in mind that positioning can be either an active or passive process. If you
choose not to fully engage in it – it will still take place. Don’t give up the valuable
opportunity to monitor and influence the process and increase profitability

5 Factors of Brand Positioning

 56

1. Brand Attributes

What the brand delivers through features and benefits to consumers.

2. Consumer Expectations

What consumers expect to receive from the brand.

3. Competitor attributes

What the other brands in the market offer through features and benefits to consumers.

4. Price

An easily quantifiable factor – Your prices vs. your competitors’ prices.

5. Consumer perceptions

The perceived quality and value of your brand in consumer’s minds (i.e., does your
brand offer the cheap solution, the good value for the money solution, the high-end,
high-price tag solution, etc.?).

In order to Position a Brand…

 You must decide

– Who the Target Consumer is

– Who your main competitors are

– How the Brand is similar to your competitors

– How the Brand is different from your competitors

 Where do you get this information?

– Your BRAND INVENTORY!!

Brand Positioning
 57

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 "Aajya 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.
 58

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

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.
 59

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's-

1. Relevance

2. Distinctiveness
3. Believability

There are three key deliverability criteria

1. Feasibility

2. Communicability

3. Sustainability

Competitive Study Among Various Cement Brands

 60

 ABOUT THE PROJECT :-

The project contains various questions. These
questions are designed to analyses the various dealer behavior towards the Best Cement
Brand in SATNA Project includes whole study of cement market & 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 & what the reason behind lacking is
& 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 SATNA. It is also helpful in knowing where our company stands in market.

Analysis of questionnaire below: -

1. Brands available in SATNA district.

 61

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.
 62

C HAPTER -

3
RESEARCH
 63

METHODOLOGY
RESEARCH METHODOLOGY

Statement of problem:-

• Objective 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 & which has not been discovered yet.

However, each research study has its own specific purp ose. There are several common
objective of research as follow:-

 To study the brand positioning of “Birla Samrat” in the market.

 To compare the major cement brands in terms of Price, Preference, Quality,

Packing and Color.

 To compare the advertisement strategy of the various cement brands.

 64

Research Methodology

Project Research Type Descriptive Research

Data Sources Primary Data , Secondary Data
Research Approach Survey Method
Research Instrument Questionnaire
Data Analysis percent age analysis
Sampling Procedure Random Sampling
Sample Size 100 Respondents
Geographical Coverage SATNA
Duration of the Survey
TABLE 3.1
 65

C HAPTER -

4
 66

ANALYSIS &
INTERPRETATIO
N
1. Preferences Collected from Various Cement Dealers

Company Pref.

Birla Samrat 40

Jp cement 30

Prism 20
cement

Acc cement 10

TOTAL 100
 67

Interpretation: The above survey clearly shows that most of the dealers GIVE 1 ST
Preference to Birla Samrat, 2nd JP CEMENT, 3rdPRISM, 4thACC CEMENT.
 68

2. Quality Collected From Various Cement Dealers

Company Quality

Birla Samrat 30

Jp cement 30

Prism 20
cement

Acc cement 20

TOTAL 100

Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST
choice for Quality to Birla Smrat and JP CEMENT,2rd PRISM CEMENT and Acc
Cement.
 69

3. Packing Quality Collected From Various Cement Dealers

Company Packing
Quality

Birla Samrat 36

Jp cement 24

Prism 26
cement

Acc cement 14

TOTAL 100
 70

Interpretation: The above survey clearly shows that most of the dealers GIVE 1 ST
choice for Packing Quality to Birla Samrat,2nd Prism cement ,3rd jp cement,4th Acc
Cement.

4. Colour Collected From Various Cement Dealers

 71

Company Color

Birla Samrat 40

Jp cement 20

Prism 20
cement

Acc cement 20

TOTAL 100

Interpretation: The above survey clearly shows that most of the dealers GIVE 1 ST
choice for Colour to Birla Samrat,2nd Jp, PRISM, ACC cement.
 72

5. Availability Collected From Various Cement Dealers

Company Availability

Birla Samrat 27

Jp cement 23

Prism 25
cement

Acc cement 25

TOTAL 100

Interpretation: The above survey clearly shows that most of the dealers GIVE 1 st
choice for Availability to Birla Samrat, 2nd prism and acc . 3rd JP Cement.
 73

6. Price Collected From Various Cement Dealers

 74

Company Price

Birla Samrat 28

Jp cement 28

Prism 24
cement

Acc cement 20

TOTAL 100

Interpretation: The above survey clearly shows that most of the dealers GIVE 1 ST
choice for Price to Birla Samrat and JP, 2ndPRISM, 3rd ACC cement.
 75

7. Technical Services Collected From Various Cement Dealers

Company Technical
Services

Birla Samrat 32

Jp cement 30

Prism 20
cement

Acc cement 18

TOTAL 100

Interpretation: The above survey clearly shows that most of the dealers GIVE 1 ST
choice for Technical Services to Birla Samrat, 2ndjp , 3rd prism ,4th ACC, Cement.
 76

8. Sales Promotion Collected From Various Cement Dealers

 77

Company Sales
Promotion

Birla Samrat 30

Jp cement 40

Prism 17
cement

Acc cement 13

TOTAL 100

Interpretation:

The above survey clearly shows that most of the dealers GIVE 1 ST choice for
Technical Services to Birla Samrat, 2ndjp , 3rd prism ,4th ACC, Cement.
 78

9. Brand Name Collected From Various Cement Dealers

Company Brand
Name

Birla Samrat 40

Jp cement 30

Prism 20
cement

Acc cement 10

TOTAL 100
 79

Interpretation: The above survey clearly shows that most of the dealers GIVE 1 ST
choice for Technical Services to Birla Samrat, 2ndjp , 3rd prism ,4th ACC, Cement.

10. Advertisement Collected From Various Cement Dealers

 80

Company Advert.

Birla 30
Samrat
cement

Jp cement 40

Prism 20
cement

Acc 10
cement

TOTAL 100

Interpretation:

The above survey clearly shows that most of the dealers GIVE 1 ST choice for
Technical Services to Birla Samrat, 2ndjp , 3rd prism ,4th ACC, Cement.
 81

C HAPTER –

5
 82

CONCLUSIONS
& FINDINGS

FINDINGS & CONCLUSIONS

It can be concluded from the study through model Birla Cement has a good brand
image in the dealers mind in SATNA. 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 the strength and the distribution network of Birla Cement
Works & Supply.

 Dealers are of the opinion that among all the media television is the most
powerful media followed by the hoarding and wall painting which every common
man can see. So company should have to utilize then as much as possible.
 83

 I found company is poor in providing services such as timely small deliveries

regular visits and gift items etc.

 The company should focus more on sales promotion, advertisement and public
relation.

 Network spread of Birla Cement is very high in SATNA can be this as its
strength.

 If check out the satisfaction level of dealers with respect to quality of Birla
Cement then we find that 85% dealers are told that it has excellent quality. So
company can also see this as its strength compare to other brand in market.

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

 It was found company has very good Brand Image in dealers mind. Dealers are
satisfy with the price.

 It was found that company is lacking in Supply.

 As far as Brand-Name is concern in SATNA, Company is on 1 st Rank despite of

Very popular brand like JP,PRISM , ACC
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C HAPTER –

6
SUGGESTIONS
 85

SUGGESTIONS

 At the end, I would humbly suggest the company that if company has good
quality, more advertisement, regular contact, marketing experts dealing with
dealers in all rural and urban areas. Then company can improve their market
shares, brand loyalty and promote their sales easily.

 Company should develop its R & D department as per the market requirement.

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

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

 As we all know infrastructure sector is growing rapidly so company improve

supply to capture maximum market share.
 86

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

 Company conducts society welfare programs in rural area. So that company

creates good brand image among people.

 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.

 Company should organize seminars, conferences, Manson meetings and

dealers meet to promote sales quarterly.
 87

C HAPTER –

7
 88

REFERENCES
CITED

REFERENCES CITED
 89

References

Kotler, Philip “Marketing Management” published by Vikas publishing house Pvt. ltd.
New Delhi.

Kothari, C. R. “Research Methodology” (third edition 2007) published by new age

international (P) ltd.

“CMA Magazine (Cement Manufacturers Association)”.

Aaker, D.A. and Shansby, J. (1982) “Positioning your Product,” Business Horizons, 25,
(May/June), 56-62.

Alden, D. L., Steenkamp, J. B. E. M. and Batra, R. (1999) “Brand Positioning through

Advertising in Asia, North America, and Europe: The Role of Global
Consumer Culture,” Journal of Marketing, 63 (January), 75-87.

Best, R.J. (2004) Market-Based Management: Strategies for Growing Customer Value
and Profitability, 3rd Edition, Upper Saddle River, NJ, Prentice-Hall, 246-267.

Bhat, S. and Reddy, S. K. (1998) “Symbolic and Functional Positioning of Brands,”

Journal of Consumer Marketing 15, (1), 32-43.

Blankson, C. and Kalafatis, S. P. (2001) “The Development of a Consumer/Customer-

Derived Generic Typology of Positioning Strategies,” Journal of Marketing
Theory and Practice, 9 (2), (Spring), 35-53.

Crawford, C. M. (1985) “A New Positioning Typology,” Journal of Product Innovation

Management, 4 243-253.

Domzal, T. and Unger, L. (1987) “Emerging Positioning Strategies in Global

Marketing,” Journal of Consumer Marketing, 4 (4), 23-40.

Hooley, G. and Saunders, J. (1993) Competitive Positioning: The Key to Market

Success, Hemel Hempstead: Prentice-Hall.

Hooley, G., Saunders, J. and Piercy, N. F. (1998) Marketing Strategy and Competitive
positioning (2nd edn), Hemel Hempstead: Prentice-Hall.
 90

Johansson, J. K. and Thorelli, H. B. (1990) “International Product Positioning,” In

Thorelli, H. B. and Cavusgil, S. T. (eds.) International Marketing Strategy,
New York: Pergamon Press (3rd edn), 471-485.

Kotler, P. (2000) Marketing Management, (Millennium Ed), Upper Saddle River, NJ:
Prentice-Hall.

Muhlbacher, H., Dreher, A. and Gabriel-Ritter, A. (1991) “MIPS-Managing Industrial

Positioning Strategies,” Industrial Marketing Management, 23, 287-297.

Park, C. W., Jaworski, B. J. and McLnnes, D. (1986) “Strategic Brand Concept-Image

Management,” Journal of Marketing, 50 (October), 135-145.

News Papers

• Times of India
• Hindustan Times

• Economic Times

Web Based References

• http://www.birlacorporation.comhttp://www.bcw.com
• http://www.birlacementworks.com

• http://www.cma.com

• http://www.amzon.com
 91

• http://www.wikipedia.com

• http://www.answer.com
 92

C HAPTER –

8
 93

ANNEXURE
 94

Questionnaire

BRAND-POSITIONING OF BIRLA SAMRAT CHETAK CEMENT

Name :-

Address:-

Telephone No:- (M)

1. For how many years you are doing this Business.

Year …...............................

2. According to your Preference the cement companies.

(A) Birla Samrat Cement ( ) (D) ACC Cement ( )

(B) JP Cement ( )

(C) PRISM Cement ( )

3. the cement companies according to their Quality.

(A) Birla Samrat Cement ( ) (D) ACC Cement ( )

(B) JP Cement ( )

(C) PRISM Cement ( )

4. Which cement company has good Packing Quality?

(A) Birla Samrat Cement ( ) (D) ACC Cement ( )

(B) JP Cement ( )

(C) PRISM Cement ( )

5. The Color of which cement companies customer like the most.

(A) Birla Samrat Cement ( ) (D) ACC Cement ( )
 95

(B) JP Cement ( )

(C) PRISM Cement ( )

6. Cement of which company is always available in the market.

(A) Birla Samrat Cement ( ) (D) ACC Cement ( )

(B) JP Cement ( )

(C) PRISM Cement ( )

7. According to Quality & Market Image the Price of which cement company do
you agree with.
(A) Birla Samrat Cement ( ) (D) ACC Cement ( )

(B) JP Cement ( )

(C) PRISM Cement ( )

8. Which cement company provides Technical Services regularly?

(A) Birla Samrat Cement ( ) (D) ACC Cement ( )

(B) JP Cement ( )

(C) PRISM Cement ( )

9. The activities of which cement company companies attract you for increasing
their Sales.
(A) Birla Samrat Cement ( ) (D) ACC Cement ( )

(B) JP Cement ( )

(C) PRISM Cement ( )

10. Rank the cement companies on the basis of Brand Image.

(A) Birla Samrat Cement ( ) (D) ACC Cement ( )

(B) JP Cement ( )

(C) PRISM Cement ( )

11. The Advertisement of which cement companies attract you.

(A) Birla Samrat Cement ( ) (D) ACC Cement ( )

(B) JP Cement ( )
 96

(C) PRISM Cement ( )

12. Cause of taking Dealership.

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