EFFECTIVE ADVERTISEMENT OF

BIRLA CEMENT

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 iNDEX

TOPICS PAGE
CHAPTER
COVERERD NO.

CHAPTER
INTRODUCTION
1.
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CHAPTER COMPANY
2. PROFILE

CHAPTER REVIEW OF
3. LITERATURE

CHAPTER
OBJECTIVES
4.

CHAPTER RESEARCH
5. METHODOLOGY

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CHAPTER
DATA ANALYSIS
6.

CHAPTER
LIMITATION
7.

CHAPTER
CONCLUSION
8.

CHAPTER
SUGGESTION
9.

CHAPTER BIBLIOGRAPHY
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10.

CHAPTER
QUESTIONNAIRE
11.

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 INTRODUCTION

Advertising is an art not a science.

Effectiveness of which cannot be measured
with a mathematical or empirical formula
some advertisers argue that advertising
efforts go to waste, but every advertiser is
keenly interested in measuring or in
evaluation of advertising effectiveness.
Testing for the effectiveness of
advertisement will lead advertisement
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testing must be done either before or after
the advertisement has done in the media.
It is of two types, protesting which are
done before the advertisement has been
launched and one is referred to as cost
testing which is done before the
advertisement has been launched and one
is referred to as cost testing which is
done after launching the advertising
campaign. The basic purpose of
advertising effectiveness is to avoid costly
mistakes, to predict the relative

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 Strength of alternative strength
of alternative advertising strategies and
to increase their efficiency. In
measurement of advertisement
effectiveness feedback is always useful
even if it costs some extra expenditure to
the advertiser.

The objectives of all business are to

makes profits and a merchandising concern
can do that by increasing its sales at
remunerative prices. This is possible, if the
product is widely polished to be audience
the final consumers, channel members and
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industrial users and through convincing
arguments it is persuaded to buy it.
Publicity makes a thing or an idea known
to people. It is a general term indicating
efforts at mass appeal. As personal
stimulation of demand for a product
service or business unit by planting
commercially significant news about it in a
published medium or obtaining favorable
presentation of it upon video television or
stage that is not paid for by the sponsor.

          On the other hand, advertising

denotes a specific attempt to popularize a
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specific product or service at a certain cost.
It is a method of publicity. It always
intentional openly sponsored by the
sponsor and involves certain cost and
hence is paid for. It is a common form of
non personal communication about an
organization and or its products idea
service etc. that is transmitted to a target
audience through a mass medium. In
common parlance the term publicity and
advertising are used synonymously.

What is advertising?

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The word ‘Advertising’ has its origin
from a Latin word ‘Adventure’ which
means to turn to. The dictionary meaning
of the word is ‘to announce publicity or to
give public concerned to a specific thing
which has been announced by the
advertiser publicity in order to inform and
influence them with

Reread them or pass them on to other.

Some magazines have prestige value. The
marketer can cover national or large
regional markets at a low cost per contract
(per individual reached). Magazines
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generally offer high-quality printing
of advertisement.

Simply stated advertising is the art "says

green." Advertising is a general term for
and all forms of publicity, from the cry of
the street boy selling newspapers to the
most celebrate attention attracts device.
The object always is to bring to public
notice some articles or service, to create a
demand to stimulate buying and in general
to bring together the man with something
to sell and the man who has means or
desires to buy".
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 Advertising has been defined by different
experts. Some of the quoted definitions
are:

According to American Marketing

Association “Advertising is any paid form
of nonpersonal paid of presentation of
ideas goods or services by an identified
sponsor”.

 Indian marketing association has defined

advertising as “any paid form of
nonpersonal presentation and promotion of
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ideas, goods or services by an identified
sponsor”. The medium used are print
broadcast and direct.

Stanton deserves that "Advertising consists

of all the activities involved in presenting
to a group a non- personal, oral or visual
openly, sponsored message regarding a
product, service, or idea. This message
called an advertisement is disseminated
through one or more media and is paid for
by the identified sponsor.

Advertisement carries:

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 In business world the terms in mainly
used with reference to selling the product
of the concern. The advertising, as Jones
defines it is "a sort of machine made mass
production method of selling which
supplements the voice and personality of
the individual salesman, such as
manufacturing the machine supplements
the hands of the craftsman." It is thus
a process of buying/sponsor/identified
media space or time in order to promote a
product or an idea. From a careful scrutiny

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of the above definition, the following
points emerge:

Advertising is a paid form and hence

commercial in nature. This any sponsored
communication designed to influence
buyer behavior advertising. Advertising is
non-personal. Unlike personal selling,
advertising is done in a non- personal
manner through intermediaries or media
whatever the form of advertisement
(Spoken, written or visual). It is directed at
a mass audience and not directed at the
individual as in personal selling.
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Advertising promotes idea, goods and
services. Although most advertising is
designed to help sell goods, it is being
used increasingly to further public interest
goals. Advertising is identifiable with its
sponsoring authority and advertiser. It
discloses or identifies the source of
opinions and ideas. Advertising thus is: 1.
Impersonal 2.A communication of ideas. 3.
Aimed at mass audience 4.By a paying
sponsor. The two forms of
mass communication that are something
confused with advertising or publicity and
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propaganda. If we eliminate the elements
of the "paying sponsor" (The paid
requirement) we would have the element
of publicity left: For publicity is
technically speaking, advertisement
without payment. In a similar manner.
If we eliminate the requirement of an
"identified sponsor", the resulting
communication is propagandistic. It is
important for us to emphasize that
advertising may involve the
communication of ideas or goods of
service. We are all aware that advertising
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attempts to sell goods and services. But we
may overlook the more important fact that
it often sells ideas.

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 Company Profile
Founded in1919 by the visionary
industrialist Shri G.D. Birla, at the
outskirts of the Kolkata, Birla jute
manufacturing company Ltd. Was the first
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company of the Birla Industrial
Conglomerate. Under the stewardship of
his nephew Shri M.P. Birla, the company
diversified and expand its business interest
beyond jute, to encompass cement PVC
coated fabric, PVC floor covering and auto
trims.

After the demise of Late Mr. M.P. Birla

in 1990, his wife, Mrs. Priyamvada Birla
took over as chairman of Birla Corporation
and continued to lead the company till her
death on 3 July 2004. She was an
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entrepreneur of distinction strong business
acumen and, under her leadership, the
company crossed the Rs. 1,300-plus
turnover mark.

The company, renamed Birla

Corporation Limited, to reflect the wide
range of operation, is the flagship company
of the M. P. Birla group. The strategic
focus of the company has been on steady
growth by developing and assimilating
technologies of tomorrow to
manufacturing an ever widening range of
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value-added product, while striving for
complete customer satisfaction in India
and abroad. Birla Corporation Limited is
proud of safe work practice followed at all
its factories and godowns. As an
enlightened corporate citizen, Birla
Corporation Limited is keenly aware of
social responsibilities too, and provide
education and health care facilities for its
employees, their families and the
community at large.

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 Its export in 2004-05 stood at Rs.
85.28crores. Over the year, BCL’s
business has grown from strength to
strength.

Overview : Cement Industry

The cement division of Birla

Corporation Limited has seven plants, two
each at Satna (M.P.) – Satna Cement
Works & Birla Vikas Cement, Chanderia
(Rajasthan) – Birla Cement Works &
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Chanderia Cement Works, and Durgapur
(W.B.) – Durgapur Cement Works &
Durga Works & Durga Hitech Cement and
one at Raebareli (U.P.) the total capacity of
these plants is 57.80 lakh tones. This plant
manufacture varieties of Cement like
Ordinary Portland Cement (OPC),43 & 53
grade, Portland Pozolanna Cement (PPC),
Fly Ash based PPC, Low Alkali Portland
Cement, Portland Slag Cement, Low Heat
Cement and Sulphate resisting Portland
cement.

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 The cement is marked under the brand
name of Birla Cement KHAJURAHO,
Birla cement CHETAK, Birla cement and
Birla premium cement, bringing the
product under a common brand of Birla
cement while retaining the niche identity
of Khajuraho (for the OPC product of
Satna), Chetak (for OPC product of
Chanderia) and Samrat of blended cement,
i.e. PPC & PSC, for all the units.

The division export large quantity of

cement to Nepal and Bangladesh, under
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the brand name of Khajuraho, Samrat,
Camel, Royal tiger.
The special variety of SAMRAT cement,
begun produced by the company is ideal
for mass concrete. RCC / pre-stressed –
pre-cast structure (for reduced thermal
crack), increased water tightness of
concrete, increase resistance to Sulphate
soils and aggressive water and increased
resistance to alkali aggregate reaction
beside corrosion resistance properties.
SCW, BVC and DVC have received the
ISO 9001-2000 quality system
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certification, covering the entire range of
production and marketing. SCW & BVC
have received the IS / ISO 14001
certificate, an international recognition for
“Implementation of Environmental
Management System” BVC have got the
“Best productivity of Performance” award
from NPC during 1986-88, NCCBM
recognized it for “best in energy
performance” during 1986-87. It received
“National Safety Award” for outstanding
performance in achieving the longest
accident free-period during 1994. In 1996,
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it received the runner cup under scheme –1
of National Safety Award, for the lowest
average frequency rate accident. BVC has
also received “Fuller Energy Conservation
Award” as first for “Lowest Thermal
Energy Consumption” (for group B’
category plants) for three consecutive
years i.e. 1997-98, 1998-99, 1999-2000.
SCW has been adjudged by NCCBM the
“Best In Energy Performance” during
1993-94, 1994-95, 1995-96, 1997-98. It
was the second best for “Improvement in
Energy Performance” during 1996-97.
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SCW has also got “Fuller Energy
Conservation Award” as first prize for
“Lowest Thermal Energy Consumption”
(for group A category plants) for three
consecutive years i.e. 1997-98, 1998-99, &
1999-2000.

BCW & SCW have received the ISO

9001-2000 certification for Quality
Management system, covering the entire
range of production and marketing and
also have received the IS / ISO: 14001
certification for BCW & CCW have
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bagged various awards from NCCBM.
CCW have received the “Best
Productivity” award during 1989-90 &
1993-94. NCCBM recognized it for “Best
Improvement in Thermal Energy
Performance” during 1993-94. It has won
“Lal Bahadur Shastri Memorial National
award for “Excellent Pollution Control
Implementation” for 2001-02 by
International Greenland Society. BCW
was awarded “Best Improvement in
Energy Performance” and “Best

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Improvement in Thermal Energy
Performance” during 1992-93.

The Rajasthan Government gave “Bhama

Shah Samman” it during 1996. VEC-IIT
Madras chose Chanderia unit for
excellence in “Improving Machinery
Health Condition” during 1997. VEC,
Chennai chose Chanderia unit for
sustained implementation of condition
monitoring and continued Machine Health
Improvement Award during 2001-02. The
Central Board awarded the “Worker
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Education Trophy” for worker education,
Udaipur Ministry of Labor, Government of
India for excellent contribution and
Implementation of workers’ training
during 1998-99 and again in 2001-02.
BCW has received excellence award in
Cement Sector from the Rajasthan State
Council, Jaipur, during 2002-03.

The DWC plant has received IS / ISO

9001-2000 license for Quality
Management system certification
(accredited by road voor accredited
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Netherlands). The capacity of the 6,00,000
tons plant increased by another 10,00,000
tons, making it the largest plant in West
Bengal. The new grinding unit, Durga
Hitech Cement, has one ball mill of 165
TPH capacities. This environment-friendly
project, commissioned in 2005-06, utilized
thermal power station fly ash to produce
PPC. DCW recorded 114% capacity
utilization in 2004-05, emerging as the
highest growing cement unit in the eastern
region.

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Cement plant were set up in MP and
Rajasthan and Grinding units in West
Bengal and UP.
 Satna Cement Works - 1959
 Birla Cement Works - 1967
 Durgapur Cement Works - 1974
 Birla Cement Works - 1982
 Chittor Cement Works - 1986
 SCW-Conversion Plant - 1989
 Raebareli Unit - 1998

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 FOUNDERS OF M. P. BIRLA GROUP
:

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LATE. SHRI. M. P. BIRLA
LATE. SMT. PRIYAMVADAJI BIRLA

LATE. MR. RAJENDRA S.

LODHA

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BOARD OF DIRECTORS:

MR. N. K. KEJRIWAL
MRS. NANDINI NOPANI

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MR. HARSH V. LODHA
MR. PRACHETA MAJUMDAR

MR. VIKRAM SWARUP

MR. ANAND BORDIA

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 MR. B.B. Tandon
MR. B.R.Nahar

MR. D.N.Ghosh

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CHIEF FINANCIAL OFFICER :-
Shri P.K. Chand

ACTING COMPANY SECRETARY :-

Shri Girish sharma

AUDITORS :-
H.P. Khandelwal & company charted

Accountants

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 Company Vision and Mission

Vision :-

To be acknowledged as a leading player in the industry

with the highest level of integrity.

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 Mission :-

State of the art cement plants

• Transparent dealings with all
stakeholders
• Committed to the principles of good
corporate governance

Code Of Conduct
A. Code of Conduct for Director:-
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 Introduction:-
The reputation
and integrity of Birla Cement Limited are
the valuable assets that are vital to the
Company’s success. Birla 's commitment
to ethical and lawful business conduct is a
fundamental shared value of the Board of
Directors, management and employees and
critical to the Company's success. Birla ’s
standards for business conduct focus the
Board and each Director on areas of ethical
and legal standards vigorously as financial
objectives are pursued, and help foster a
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culture of honesty, integrity and
accountability. Consistent with these
principles, Birla 's Board has adopted this
Code of Conduct as a guide to the high
ethical and legal standards expected of its
members. Each Director must comply with
the letter and spirit of this Code.

No code or policy can

anticipate every situation that may arise.
Accordingly, this Code is intended to serve
as a source of guiding principles for
Directors.
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 This Code requires certain
disclosure to be made to the Company
which will be considered privileged and
will not be disclosed except under any
legal requirement.

Guidelines foe Directors:-

In performing their Board and Board

Committee functions, Directors will -

 Act diligently, openly, honestly and in

good faith.

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  Provide leadership in advancing the
Company's Vision, Values and Guiding
Principles.
 Discharge their duties, as members of
the Board and of any Board
Committees on which they serve, in
accordance with their good faith
business judgment and in the best
interests of the Company and its
stakeholders.
 Become and remain familiar with Birla
's business and the economic and
competitive environment in which the
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 Company operates and understand Birla
's principal business plans, strategies
and objectives; operations, results and
financial condition; and relative
marketplace position.
 Commit the time necessary to prepare
for, attend (in person or telephonically,
as appropriate) and actively participate
in regular and special meetings of the
Board and of the Board Committees on
which they serve.
 Submit requisite declarations as
stipulated under the Companies Act,
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 1956 and applicable statutes, if any, to
the Board / Company. Annually, and as
when changes take place, inform the
Chairman of the Board and the
Company of their employment, other
Board positions, details of and
relationships with other business
(including shareholdings) charitable,
and governmental entities, and other
events, circumstances or conditions that
may interfere with their ability to
perform their Board or Board
Committee duties or impact the Board's
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 assessment of whether they meet the
independence requirements of the Stock
Exchanges and the Securities and
Exchange Board of India.
 Not enter into, without the prior
approval of the disinterested members
of the Board, any transaction or
relationship with Birla in which they
will have a financial or personal interest
(either directly or indirectly, such as
through a family member or other
person or organization with which they
are associated), or any transaction or
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 situation which otherwise involves a
conflict of interest, except as may be
permitted under the Companies Act,
1956 or any amendments thereto.
 Maintain the confidentiality of all
material non-public information about
Birla , its business and affairs.
 Abide by all applicable laws and
regulations and Birla 's Code of Internal
Procedures and Conduct for Prevention
of Insider Trading.

B. Code of Conduct for Employees:-

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 Introduction:-

The reputation and

integrity of Birla Cement Limited are the
valuable assets that are vital to the
Company’s success. Birla 's commitment
to ethical and lawful business conduct is a
fundamental shared value of our Board of
Directors, management and employees and
critical to the Company's success. Our
standards for business conduct provide that
we will uphold ethical and legal standards
vigorously as we pursue our financial
objectives, and that honesty and integrity
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will not be compromised by Birla
anywhere at any time.

The purpose of this

Code is to focus employees on areas of
ethical risk, provide guidance to help
employees to report unethical conduct, and
foster among employees a culture of
honesty and accountability. This Code
applies to all the employees.

No code or policy can

anticipate every situation that may arise.
Accordingly, this Code is intended to serve

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as a source of guiding principles for the
employees. Each person concerned must
comply with the letter and spirit of this
Code.

Guidelines for Employees:-

A. Honest and Ethical Conduct

The Company
expects all employees to act in accordance
with the highest standards of personal and
professional integrity, honesty and ethical
conduct, while working on the Company’s
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premises, at Company sponsored business
and social events, or at any other place
where employees represent the Company.

Honest conduct is understood

as such conduct that is ethical, free from
fraud or deception and conforming to the
accepted professional standards. Ethical
conduct includes the ethical handling of
actual or apparent conflicts of interest
between personal and professional
relationships. It is the conduct of
maintaining dignity of office and

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restraining from doing any act that will
mar the reputation of the Company.

Employees who engage in

misconduct or whose performance is
unsatisfactory may be subject to corrective
action, up to and including termination.

B. Compliance with Laws, Rules, and

Regulations

A variety of government
laws, rules and regulations apply to the
Company and its operations, and some
carry criminal penalties. These laws
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include, without limitation, certain
economic legislations, securities laws,
labour laws, etc. The officers and
employees shall comply with all applicable
laws, rules, and regulations. Transactions,
directly or indirectly, involving securities
of the Company should not be undertaken
without pre-clearance from the Company's
Compliance Officer. Any officer or
employee who is unfamiliar or uncertain
about the legal rules involving the
Company’s business conducted by him/her
should consult the legal department of the
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Company before taking any action that
may jeopardize the interests of the
Company or that individual. In sum,
employees must obey all applicable laws.

C. Conflicts of Interest

Generally, a conflict of
interest occurs when an employee’s or an
employee’s immediate family’s personal
interest interferes with, has the potential to
interfere with, or appears to interfere with
the interests or business of the Company.

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A conflict of interest can occur or appear
to occur in a wide variety of situations, viz.

 Personal Interest in a Transaction

A conflict of interest could

arise that makes it difficult for an
employee to perform corporate duties
objectively and effectively where he/she is
involved in a competing interest, if he/she
is on the other side of a transaction with
the Company or if he/she benefits from the
transaction. A conflict may also occur
where an employee or a family member of

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an employee receives an improper personal
benefit as a result of the employee’s
position at the Company. An employee
working simultaneously for a competitor is
certainly a conflict.

The Company policies prohibit any

employee from taking part in any activity
that enhances or supports a competitor’s
position. In case there is likely to be a
conflict of interest, he/she should make
full disclosure of all facts and
circumstances thereof and a prior written

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approval should be obtained from the
Company’s management.

 Outside Activities/Employment

In consideration of the
employment with the Company,
employees are expected to devote their
full attention to the business interests of
the Company. Employees are prohibited
from engaging in any activity that
interferes with their performance or
responsibilities to the Company or is
otherwise in conflict with or prejudicial

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 to the Company. Employees are
prohibited from accepting simultaneous
employment with a Company supplier,
customer, developer or competitor, or
from taking part in any activity that
enhances or supports a competitor’s
position. Additionally, employees must
disclose to the Company any interest that
he/she may have that may conflict with
the business of the Company.

 Civic/Charitable Activities

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 Employees may
participate in civic or charitable activities
so long as such participation does not
encroach on the time and attention they
are expected to devote to their Company-
related duties. Such activities are to be
conducted in a manner that does not
involve the Company or its assets or
facilities, and does not create an
appearance of Company involvement or
endorsement (except with written
approval of the Company).

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 Notwithstanding that such or
other instances of conflict of interest exist
due to any historical reasons, adequate and
full disclosure by the interested employees
should be made to the Company’s
management. It is also incumbent upon
every employee to make full disclosure of
any interest which the employee or the
employee’s immediate family, which
would include parents, spouse and
children, may have in a Company or firm
which is a supplier, customer, distributor

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of or has other business dealings with the
Company.

If an employee fails to make a

disclosure as required herein and the
management of its own accord becomes
aware of an instance of conflict of interest
that ought to have been disclosed by the
employee, the management would take a
serious view of the matter and consider
suitable disciplinary action against the
employee.

D. Proper Use of Company Assets

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 Company assets, such as
information, materials, supplies,
intellectual property, facilities, software,
and other assets owned or leased by the
Company, or that are otherwise in the
Company’s possession, may be used only
for legitimate business purposes. The
personal use of Company assets, without
Company approval, is prohibited.

E. Delegation of Authority

Each employee, and particularly

each of the Company’s officers, must
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exercise due care to ensure that any
delegation of authority is reasonable and
appropriate in scope, and includes
appropriate and continuous monitoring.

F. Securities transactions and

confidential information

An employee of Birla and

his or her immediate family shall not
derive any benefit or assist others to derive
any benefit from access to and possession
of information about the Company which
is not in the public domain and thus

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constitutes insider information.
An employee shall not use or
proliferate information which is not
available to the investing public and which
therefore constitutes insider information
for making or giving advice on investment
decisions on the securities of the
Company.

Such insider information might include the

following :

 Acquisition and divestiture of

businesses or business units;

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  Financial information such as profits,
earnings and dividends;
 Announcement of new product
introductions or developments;
 Asset revaluations;
 Investment decisions / plans;
 Restructuring plans;
 Major supply and delivery agreements;
 Raising finances

G. Handling Confidential Information

and Public Communications

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 Employees should observe
the confidentiality of information that they
acquire by virtue of their positions at the
Company, including information
concerning customers, suppliers,
competitors, and other employees, except
where disclosure is approved by the
Company or otherwise legally mandated.
Special sensitivity is accorded to financial
information, which should be considered
confidential except where its disclosure is
approved by the Company.

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The following guidelines shall be followed
while dealing with third parties:

 Only public information to be provided.

 At least two company representatives
should be present at meetings with third
parties.
 Unanticipated questions may be taken
on notice and a considered response
given later.

H. Employees Who Handle or Have

Access to Financial Information

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 In addition to any other
applicable laws dealing with financial
information, financial reporting, auditing
matters or public disclosure, the Company
requires that employees involved in
financial reporting, auditing or public
disclosure or with access to such
information follow the highest ethical
standards, including the following
guidelines:

 Act with honesty and integrity,

avoiding violations of the Code,
including actual or apparent conflicts of
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 interest with the Company in personal
and professional relationships.
 Disclose to the Managing Director /
President - HRD & Corporate Affairs
any material transaction or relationship
that reasonably could be expected to
give rise to any violations of the Code,
including actual or apparent conflicts of
interest with the Company.
 Provide the Company’s other
employees, consultants, and advisors
with information that is accurate,

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 complete, objective, relevant, timely,
and understandable.
 Endeavor to ensure full, fair, timely,
accurate, and understandable disclosure
in the Company’s periodic reports and
in other public communications.
 Act in good faith, responsibly, and with
due care, competence and diligence,
without misrepresenting material facts.
 Respect the confidentiality of
information acquired in the course of
Company work except where Company
approval has been obtained or where
79 | P a g e 2013-14
 disclosure is otherwise legally
mandated. Confidential information
acquired in the course of Company
work must not be used for personal
advantage.
 Share and maintain skills relevant to the
Company’s needs.
 Proactively promote ethical behavior
among peers in the work environment.
 Achieve responsible use of and control
over all assets and resources employed
or entrusted.

80 | P a g e 2013-14
  Record or participate in the recording
of entries (such as expenses, billing
information, and hours worked) in the
Company’s books and record
information that is accurate

I. Gifts and donations

Employees shall neither

receive nor offer or make, directly or
indirectly, any illegal payments,
remuneration, gifts, donations or
comparable benefits which are intended
to or perceived to obtain business or

81 | P a g e 2013-14
 uncompetitive favours for the conduct of
its business. However, employees may
accept and offer nominal gifts, which are
customarily given and are of
commemorative nature for special
events.

82 | P a g e 2013-14
83 | P a g e 2013-14
Product Profile:-
At Satna Cement Works & Birla Vikas

Cement the dry process of Cement

production followed which is termed as a

modern technology. The Entire

Manufacturing process is controlled

84 | P a g e 2013-14
through a microprocessor based

programmable logic control system to

maintain a constantly uniform quality of

Cement & high rate of production. The

entire operation of plant is controlled in a

single control room. SCW plant, which

was initially, a plant using a wet

technology for cement production was

changed an to a dry one in the year 1989.

These modern plant have also taken

85 | P a g e 2013-14
adequate core to prevent the environment

policy & dust nuisance to its surrounding

areas. These cement mills have

electrostatic precipitator (ESP) installed to

check dust emission & to ensure health

hazard free atmosphere.

Both the plant uses the global technology

for the production of goods & consistent

quality cement. The Stacker Reclaimer

Technology & the alkali by pass system

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along with other sound technology make

the manufacturing process of Birla Cement

Khajuraho a highly competitive & unique

one.

The various varieties of cement

produced at these plants are:
1) Ordinary Portland Cement (33, 43, 53

grade)

2) Portland Pozzolana Cement (PPC)

3) Low alkali Cement

87 | P a g e 2013-14
4) Sulphate resistant Cement.

5) Special Cement for Indian Railway

Sleeper (IRS-T-40)

88 | P a g e 2013-14
 The benefits of using high quality

cement manufactured by the company

are :-

1) .Ideal for mass concrete structure.

2) Reduce thermal cracks.

3) Increased water tightness of concrete.

4) Higher fineness, ideal for plastering.

5) Increased resistance for sulphate attack

& aggressive water.

89 | P a g e 2013-14
6) Increased resistance to alkali aggregate

reaction.

7) Improved durability.

General Review:-
The year 2005-06 was the most successful

year of the company since its inception in

terms of financial performance. The

company, maintaining stable growth,

posted 7% increased in turnover to Rs.

1433.44 crores as compared to Rs. 1342.64

90 | P a g e 2013-14
crores in the pervious year. The interest

cost further reduced during the year Rs.

13.62 corers as compared to Rs. 21.69

corers in the previous year. Profit before

tax recorded at 54% jump when up to Rs.

144.09 cores from Rs. 93.70 crores in the

previous year. The company recorded the

highest ever turnover, cash profit, profit

before tax and profit after tax during the

year. The management continued its effort

91 | P a g e 2013-14
to control and reduce cost across all the

division at all levels. Profitability of the

company improved due to increase in

volumes, sales price realization and better

operating efficiencies.

Corporate Matters:-
Thermal power plant of 27 MW each for

captive use at the company’s units at

Chanderia and Satna were installed and put

92 | P a g e 2013-14
to use during the year. These power plant

are expected to reduce the power cost

significantly and increase the operational

efficiencies.

The company’s new unit: Durga Hitech

Cement, adjacent to the existing plant at

Durgapur, West Bengal was also

commissioned for commercial production

on 24 December 2005.

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The company has taken up steps to

enhance the capacity of clinker production

at its plant in phases. The project once

executed, will result in saving in fixed

running cost and existing infrastructure

like railway siding and power plant will

also be used optionally.

Effort to shift Soorah Jute Mill’s to

Birlapur from heart of Kolkata city for

94 | P a g e 2013-14
economic viability, operational efficiencies

and environmental issues are continuing.

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96 | P a g e 2013-14
 OBJECTIVES OF THE STUDY

1.    To know the effectiveness of

advertising towards birla cement.

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2.    To understand the most effective
media for advertisement for birla cement.

3.    To find out the reasons for liking the

advertisement of birla cement.

NEED OF THE STUDY

Need to doing the study on advertising

effectiveness is whether the Advertising
campaign was successful or not, the
awareness level of products, the
advertising campaign increased the

98 | P a g e 2013-14
 customer base or not and which media
carry the advertisement successfully.

SCOPE OF THE STUDY

1. The study will attempt to find out

the advantages level of products.
2. The study can help to find out
whether the advertisement is reached
the target audience.

3. The advertiser can identify the gap

of improvement themselves.
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 4. The study can find out whether the
advertisement was educating the
customer in right way or not.

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101 | P a g e 2013-14
According to Wheeler, “Advertising is any
form of paid non-personal presentation of
ideas, goods or services for the purpose of
inducing people to buy”.

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According to William J. Stanton,
“Advertising consists of all the activities
involved in presenting to a group a non-
personal, oral or visual openly sponsored
message regarding a product service or
idea. This message is called on
advertisement is disseminated through one
or more media and is paid for by an
identified sponsor”

Basic Features of Advertising:

          On the basis of various definitions it

has certain basic features such as:

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 1. It is a mass non-personal
communication.
2. It is a matter of record.

3. It persuades buyers to purchase the

goods advertised.

4. It is a mass rapid communication.

5. The communication media is diverse

such as print (newspapers and
magazines)

6. It is also called printed salesmanship

because information is spread by
means of the written and printed
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 work and pictures so that people
may be induced to act upon it.

Functions of Advertising:

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         For many firms advertising is the
dominant element of the promotional
mix – particulars for those manufacturers
who produce convenience goods such as
detergent, non – prescription drugs,
cosmetics, soft drinks and grocery
products. Advertising is also used
extensively by masters of automobiles,
home appliances, etc, to introduce new
product and new product features its uses
its attributes, pt availability etc.

          Advertising can also help to

convince potential buyers that a firm’s
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product or service is superior to
competitor’s product in make in quality, in
price etc. it can create brand image and
reduce the likelihood of brand switching
even when competitors lower their prices
or offer some attractive incentives.

          Advertising is particularly effective

in certain other spheres too such as:

i) When consumer awareness of products

or service is at a minimum.
ii) When sales are increasing for all
terms in an industry.

107 | P a g e 2013-14
 iii) When a product is new and
incorporates technological advance not
strong and.

iv) When primary buying motive exists.

It performance the following functions:

i) Promotion of sales
ii) Introduction of new product
awareness.

iii) Mass production facilitation

iv) Carry out research

108 | P a g e 2013-14
 v) Education of people

TYPES OF ADVERTISING:
         Broadly speaking, advertising may
be classified into two categories viz.,
product and institutional advertising.

a)      Product Advertising:

          The main purpose of such

advertising is to inform and stimulate the
market about the advertiser’s products or
109 | P a g e 2013-14
services and to sell these. This type of
advertising usually promotes specific,
trended products in such a manner as to
make the brands seem more desirable. It is
used by business government organization
and private non-business organizations to
promote the uses features, images and
benefits of their services and products.  
Product advertising is subdivided into
direct action and indirect action
advertising, Direct action product
advertising wages the buyer to take action
at once, ice he seeks a quick response to
110 | P a g e 2013-14
the advertisement which may be to order
the product by mail, or mailing a coupon,
or he may promptly purchase in a retail
store in response to prince reduction
during clearance sale.

          Product advertising is subdivided

into direct & indirect action advertising &
product advertising aims at informing
persons about what a products is what it
does, how it is used and where it can be
purchased. On the other hand selective
advertising is made to meet the selective

111 | P a g e 2013-14
demand for a particular brand or type is
product.

b)      Institutional Advertising:

          It is designed to create a proper

attitude towards the sellers to build
company image or goodwill rather than to
sell specific product or service. Its purpose
is to create a frame of mind and to implant
feeling favorable to the advertisers
company. Its assignment is to make friends
for the institution or organization.

112 | P a g e 2013-14
          It is sub-divided into three
categories: patronage, public, relations and
public service institutional advertising.

i) In patronage institutional advertising

the manufacturer tells his prospects and
customer about himself his policies and
lives personnel. The appeals to the
patronage motivation of buyers. If
successful, he convinces buyers that his
operation entitles him to the money
spent by them.
ii) Public relations institutional advertising
is used to create a favourable image of
113 | P a g e 2013-14
 the firm among employees,
stockholders or the general public.

iii) Public service institutional advertising

jobs public support

114 | P a g e 2013-14
WHY & WHEN TO ADVERTISE:
          Advertising as a tool to marketing
not only reaches those who buy, but also
those whose opinions or authority is
counted for example a manufacturer of

115 | P a g e 2013-14
marble tiles and building boards advertises
not only to people who intend to build
houses but also to architect and engineers.
While the manufacturers of
pharmaceuticals products advertise to
doctors as well as to the general public. At
time it is necessary for a manufacturer or a
concern to advertise things which it does
not sell but which when sold stimulates the
sales of its own product. There are
concerns like electric heaters, iron etc.
because the use of these increases the
demand for their products.
116 | P a g e 2013-14
          Advertising should be used only
when it promises to bring good result more
economically and efficiently as compared
to other means of selling. There are goods
for which much time and efforts are
required in creating a demand by sending
salesman to prospective buyers than by
simply advertising them. In the early days
of the cash register in India it was sold by
specially trained salesman who called on
the prospective users and had the difficult
task of convincing them that they could no
longer carry on with the old methods, and
117 | P a g e 2013-14
that they urgently needed a cash register.
In our country certain publishers have
found it less costly to sell their books by
sending salesman from house to house
among prospective buyers than to advertise
them. In these two examples the cost of
creating demand would be too high if
attempted by advertising alone under such
circumstances advertising is used to make
the salesman acceptable to the people they
call upon to increase the confidence of the
public in the house. Naturals when there
are good profits competitors will be
118 | P a g e 2013-14
attracted and they should be kicked out as
and when sufficient capital is available by
advertising on a large scale. Immediate
result may not justify the increased
expenditure but it will no doubt secure
future sales.

Sales-Effect:
Communication-effect advertising research
helps advertisers assess advertising’s
communication effects but reveals little
119 | P a g e 2013-14
about its sales impact. What sales a
regenerated by an advertisement that
increases brand awareness by 20% and
brand preference by 10%? Advertising’s
sales effect is generally harder to measure
than its communication effect. Sales are
influenced by many factors besides
advertising, such as the product’s features,
price, availability and competitors' actions.
The fewer or more controllable these other
factors are, the easier it is to measure
advertising's effect on sales. The sales
impact is easiest to measure in direct-
120 | P a g e 2013-14
marketing's effect on sales. The sales
impact is easiest it is to measure in direct-
marketing situations and hardest measure
in brand or corporate-image-building
advertising.

PROGRESS TESTS

These assess the various stages of buyer

awareness, preference, buying intention
and the actual purchase in relation to
advertising Effort. They are called sales
effect tests.

121 | P a g e 2013-14
 Measuring Sales Response to
Advertising:

Though increase in sales in the true

measure of advertising effectiveness, in
reality it’s difficult to measure the increase
that is due to a particular advertisement. It
is rather difficult to correlate the response
in sales with the advertising programme.
However, a few methods have been
discarded in the following paragraphs
which are generally used to measure the
sales response to advertising.

122 | P a g e 2013-14
Sales Results Tests:

The additional sales generated by the

advertisements are recorded, taking several
routes. Past Sales before the advertisement
and sales after the advertisement are noted.
The difference is attributed toad impact.
Controlled Experiment: In experimental
market, any one element of marketing mix
is changed.

It is compared with the sales of another

similar market. The element's presence
observance is a reason for difference in

123 | P a g e 2013-14
sales. Instead of two markets, the
experiment can be carried on the two
groups of consumers. The inventory audit
is dealers’ inventory before and after the
ad is run.

Attitude Tests:

This is an indirect measurement of the

post-testing effects of advertisements
on attitudes towards the advertised product
or brands. The change in attitude as a
result of advertising is assessed. The
assumption is that favourable attitude

124 | P a g e 2013-14
towards the product may lead to purchases.
Most advertisements are designed to either
reinforce or change existing attitudes. An
attitude is a favourable or unfavourable
feeling about a product.  

125 | P a g e 2013-14
Selecting the Media:
          Media selection is an important since it costs time space and money various factors influence
this selection, the most fundamental being the nature of the target market segment, the type of the
product and the cost involved. The distinctive characteristics of various media are also important.
Therefore management should focus its attention on media compatibility with advertising objectives.

126 | P a g e 2013-14
 INDOOR OUTDOOR DIRECT DISP

1.Press 1. Poster 1. 1. Dis

(a) Newspape 2. Painted Envelop

&
rs displays Windo
(b) Magazine 3.Traveling Postcards
s 2.
Displays Count
Booklet
1. Radio 4. Neon 2.
2. T.V. 3.
signs Show
3. Cinema Catalogs
5. Electric 3.
4.Sales
signs
127 | P a g e 2013-14
 4. Video letters Exhib

5. 4.
Samples fairs

Modern Advertising Techniques:

Include seven that you should consider:

128 | P a g e 2013-14
 1. Email Advertising
2. Video Advertising

3. Audio Advertising

4. Search Advertising

5. Onsite Advertising

6. Mobile Phone Advertising

I recently completed a series of posts on

these modern advertising techniques. The
posts provide additional information on
each technique so I’ve linked to them
when relevant.

129 | P a g e 2013-14
1. E-mail Advertising:

Email advertising tops this list of modern

advertising techniques because it tops the
lists of new and growing advertising
expenditures. From small Internet
marketers to large offline and online
stores, email advertising is vital to modern
advertising and marketing campaigns.

2. Video Advertising:

Video Advertising can be done on and off

line. Many local cable channels offer video
ads and infomercials on a search basis for
130 | P a g e 2013-14
viewers. So your ad is only seen by people
interested in what you sell. Video
marketing is also big on the Internet. Most
online videos are more promotion than
advertising, but they play an important role
in online success.

3. Audio Advertising:

Audio advertising, whether across the

Internet or the airwaves enables you to
target a narrow market and to deliver
131 | P a g e 2013-14
relevant and timely messages that
encourage an immediate response.

Although second to video online, offline

audio advertising (radio advertising)
provides all the benefits of online audio
advertising. And if you advertise on highly
targeted stations and shows, it isn’t that
expensive.

4. Search Advertising:

Search advertising, like Google’s Ad

words, can provide much traffic for an
online business, but it can also cost far
132 | P a g e 2013-14
more than it returns in sales. To use search
advertising effectively, you need to
constantly test your ads. Then rewrite and
redesign them from your test results.
There’s both skill and science to search
advertising. So before you jump in, read
some e books and study the search
engine’s documents about their pay per
click programs.

5. Onsite Advertising:

Onsite advertising can be considerably less

expensive than search advertising.

133 | P a g e 2013-14
Generally a click from an ad on site costs
less than the same click from a search.
With Google’s new Ad Planner, it will be
easy to target a market with ads across the
Internet. You can even pick the sites that
you want to carry your ads and deny ones
that you don’t.

6. Mobile Phone Advertising:

Mobile phone advertising is projected to

grow from just under 500 million in
2006 to a almost 5 billion by 2011.And
why not. It’s interactive, unobtrusive, and

134 | P a g e 2013-14
immediate. Most people have their mobile
phones with them all the time. So they
can react instantly to banner phone ads
that catch their attention.

135 | P a g e 2013-14
136 | P a g e 2013-14
 RESEARCH METHODOLOGY
Research is a procedure of logical and
systematic application of the fundamentals
of science to the general and overall
questions of a study and scientific
technique which provide precise tools,
specific procedure and technical rather
than philosophical means for getting and
ordering the data prior to their logical
analysis and manipulation. Different type
of research designs is available depending
upon the nature of research project,
137 | P a g e 2013-14
availability of able manpower and
circumstances.

1. Research Design: The research

design is the blueprint for the
fulfillment of objectives and answering
questions. It is a master plan specifying
the method and procedures for
collecting and analyzing needed
information.

2. Data Collection Methods: The

source of data includes primary and
secondary data sources.

138 | P a g e 2013-14
  Primary data: Primary data has been
collected directly from sample
respondents through questionnaire and
with the help of interview.

Secondary data: I was collected the

secondary data from Standard
textbooks, Newspapers, Magazines and
Internet sources.

3.  Research Instrument:  Research

instrument used for the primary data
collection is Questionnaire.

139 | P a g e 2013-14
 4. Sample Design:  Probability
Sampling.

Sampling Technique:  Convenience

            Sample Size: 100 Respondents.   

Area of Study: SATNA CITY,

SATNA.

Statistical Tool Applied: Percentage

Analysis.

140 | P a g e 2013-14
 DATA ANALYSIS

141 | P a g e 2013-14
 Q.No.1) Do you see the advertisements?

Particulars No. of Percentage

respondents
Yes 100 100%
No - -

Pie – Chart:

142 | P a g e 2013-14
Inference:
Above chart reveals that 100% of the
respondents see the advertisements.

143 | P a g e 2013-14
 Q.No.2) Do you think advertisement
of Cement is required?

Particulars No. of Percentage

respondents
Yes 96 96%
No 4 4%
Total 100 100%

Pie – Chart:

144 | P a g e 2013-14
Inference:
Above chart reveals that among 100
respondents 96% of the respondents’ view
145 | P a g e 2013-14
that advertisement of Cement is required
while 4% of the respondents view that
advertisement of Cement is not required

Q.No.3) Have you seen the

advertisements of Birla Cement?

Particulars No. of Percentage

respondents
Yes 100 100%
No - -
Total 100 100%

146 | P a g e 2013-14
Pie – Chart:

Inference:
147 | P a g e 2013-14
 Above chart reveals that all respondents
are see advertisements of Cement.

Q.No.4) through which media you have

seen it?

Sources No. of Percentage

respondents

148 | P a g e 2013-14
 T.V. 92 92%
News papers 4 4%
Magazines 2 2%
Others 2 2%
Total 100 100%

Pie – Chart:

149 | P a g e 2013-14
Inference:
Above table reveals that 92% of the
respondents are of opinion that they have
seen the advertisements on T.V. while 4%
are of the opinion that they have seen the
advertisements through newspapers.

150 | P a g e 2013-14
 Q.No.5) Do you like the advertisements
of Birla Cement?

Particulars No. of Percentage

respondents
Yes 94 94%
No 6 6%
Total 100 100%

Pie – Chart:

    

151 | P a g e 2013-14
Inference:

Above table reveals that among 100

respondents 94% of respondents like the
advertisements of Cement while 6% of

152 | P a g e 2013-14
respondents don’t like the advertisements
of Birla Cement.

Table – 9

Q.No.6) why do you like the

advertisements of Birla Cement?

Particulars No. of Percentage

respondents
Because 14 14%
they have
famous
personalities
153 | P a g e 2013-14
 Because of 14 14%
good music
Theme and 60 60%
making is
appealable
Any other 12 12%
reason
Total 100 100%

Pie – Chart:

154 | P a g e 2013-14
 Inference:
Above chart reveals that among 100
respondents 60% of the respondents’ like
the advertisements due to theme
155 | P a g e 2013-14
 Q.No.7) could you Recall any
advertisement of Birla Cement?

Particulars No. of Percentage

respondents
Yes 88 88%
No 12 12%
Total 100 100%

Pie – Chart:

156 | P a g e 2013-14
 Inference:
Above chart reveals that Among 100
respondents 94% of respondents recall the
advertisement of Birla Cement and 6% of
respondents didn’t recall any
advertisement of Birla Cement.
157 | P a g e 2013-14
 Q.No.9) which media is presenting
the advertisement is necessary for
sale of Birla Cement?

Particulars No. of Percentage

respondents
T.V. 60 60%
Newspapers 18 18%
Magazines 12 12%
Others 10 10%

158 | P a g e 2013-14
 Total 100 100%

Pie – Chart:

159 | P a g e 2013-14
Inference:
Above chart reveals that among 100
respondents 60% of the respondents’ view
that T.V. is presenting the advertisement is
necessary for sale of Birla Cement while
18% said that Newspapers, 12% said that
Magazines and 10% said that others.

Q.No.10) did the advertisements of Birla

Cement create
awareness about brands
and make to consume product?

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 Particulars No. of Percentage
respondents
Yes 84 84%
No 16 16%
Total 100 100%

 Pie – Chart:

   

161 | P a g e 2013-14
Inference:
Above chart reveals that among 100
respondents 84% of the respondents agreed
that advertisement of Birla Cement create
awareness about brands and make to
consume product.

162 | P a g e 2013-14
 Q.No.11) did advertisement give affect
on your consumption of cement?

Particulars No. of Percentage

respondents
Yes 73 73%
No 27 27%
Total 100 100%

Pie – Chart:

163 | P a g e 2013-14
Inference:
Above chart reveals that among 100
respondents 73% of the respondents’ view
that advertising gives effect on their
consumption of birla cement while 27% of
the respondents view that advertising
164 | P a g e 2013-14
didn’t give affect on their consumption of
birla cement .

Q.No.14) did the famous personalities

affect your brand choice?

Particulars No. of Percentage

respondents
Yes 83 83%
No 17 17%
165 | P a g e 2013-14
 Can’t say 3 3%
Total 100 100%

Pie – Chart:

166 | P a g e 2013-14
Inference:
Above chart reveals that among 100
respondents 83% of the respondents said
that famous personalities affect their brand
choice while 17 said no and 3% of the
respondents said can’t say.

FINDINGS

167 | P a g e 2013-14
  96% of the respondents’ view that
advertisement of Birla Cement is
required.
 92% of the respondents are of opinion
that they have seen the advertisements
on T.V.

 60% of the respondents’ like the

advertisements due to theme.

 94% of respondents recall the

advertisement of Birla Cement.

168 | P a g e 2013-14
  60% of respondents are view that
advertising is very necessary for sale of
Birla Cement.

 60% of the respondents’ view that T.V.

is presenting the advertisement is
necessary for sale of Birla Cement.

 84% of the respondents agreed that

advertisement of Birla Cement create
awareness about brands and make to
consume product.

169 | P a g e 2013-14
  73% of the respondents’ view that
advertising gives effect on their
consumption of Birla Cement.

 79% of respondents’ views that famous

personalities and slogans are necessary
for advertisement of Birla Cement.

 82% of the respondents’ view that

advertisement reminds them brand
name while purchasing.

 88% of the respondents said that

advertisement of Birla Cement helps
them to make better selection.
170 | P a g e 2013-14
 SUGGESTIONS

 Media should be selected according to

the choice of customers.

171 | P a g e 2013-14
  It should be attractive one so that
people are attracted toward the
advertisement.
 The indoor media only reach to more
no. of customers so, that the
advertisement of birla cement also can
advertise in local channels and local
newspapers.
 The advertisement should be in regular
time.
 Can advertise is more outdoor media
because it cost is very less compare to

172 | P a g e 2013-14
 other media and also it can reach some
time more customers mind.
 Advertisement in newspapers media
now not in front page, if that
advertisement in FrontPage means it
can reach more customers.
 Birla cement should conduct periodical
study to know the level of customer
satisfaction.
 Like postal advertisement is very cheap
and also it can reach our customer
regular time period means we can retain

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 our customer and we can maintain good
relationship with customers.

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 LIMITATIONS OF THE SUDY

1. The project relied mainly on the

primary data.
2. Consumer gives very unclear picture.

3. The study is based on limited sample.

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 4. It begin my first attempt to undertake
such a study, thus the inexperience is
also an obstacle to accomplish the
project in a proper way.

5. The main limitation was time. There

was problem to contacting the
businessmen and servicemen due to
shortage of time with them.

6. The data is collected from the

consumer is qualitative in nature. i.e.
views, opinions and perceptions.

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 These factors may be changed from
time to time.

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 A Study on Advertising Effectiveness of
Birla Cement

Background Information

I)       Name :
__________________________________
__

II)      Age :
__________________________________
__

III)     Qualification :
__________________________________
__
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(i) Illiterate (ii) Below metric

(iii) Metric (iv) Graduate

(v) Postgraduate

1) Do you see the advertisements?

( )

(a) Yes (b) No

2) Do you think advertisement of Birla

Cement is required? ( )

(a) Yes (b) No

3) Have you seen the advertisements of

Birla Cement? ( )
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 (a) Yes (b) No

4) Through which media you have seen

it? ( )

(a) T.V. (b) Newspapers

(c) Magazines (d) Others

5) Do you like the advertisements of Birla

Cement? ( )

(a) Yes (b) No

6) Why do you like the advertisements of

Birla Cement? ( )
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 (a) Yes (b) No

7) Could you recall any advertisement of

Birla Cement? ( )

(a) Yes (b) No

8) Do you think advertising is necessary

for sale of Birla Cement? ( )

(a) Necessary (b) Very

necessary

(c) Not necessary (d) can’t say

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9) Which media is presenting the
advertisement is necessary for sale of
Birla Cement?

(a) T.V. (b) Newspapers

( )

(c) Magazines (d) Others

10) Did the advertisement give affect on

your consumption of Birla Cement?

(a) Yes (b) No ( )

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11) Do you agree that advertisements of
Birla Cement help you to make better
selection?

(a) Yes (b) No ( )

(c) Can’t say

Textbooks:

 Zikmund, William G. “Business

Research Methods” Thomson south –
western 7th edition.
 Philip kotler, “Marketing Management”
prentice hall of India, 13th edition.
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  Chunawalla, S.A., “Foundation of
advertising theory & Practice”.
Himalaya Publishing House, 5th edition.

Newspapers:

 Hindustan Times.
 Times of India.

Magazines:

 The Times.
 4P’s.

Internet Sources:

 www.wikipedia.org.

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  www.birlacement.com

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