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A PROJECT REPORT ON

A Study on Brand Positioning of Birla Cement with Special Reference to Bhilwara
At Birla Corporation Limited Chanderia, Chittorgarh Rajasthan (India)

FOR THE PARTIAL FULFILLMENT OF “MASTERES IN BUSINESS ADMINISTRATION” 2008-2010

SUBMITTED TO:

SUBMITTED BY: H MUKESH DUKYA

Vision School of Management (Affiliated to Rajasthan Technical University Kota AICTE Approved) E-Mail : vision_mgmt@yahoo.com Website : visionmanagement.org

DECLARATION

I, MUKESH DUKYA, hereby declare that the project report entitled” “A Project on Brand Positioning” under the guidance of Mr. D.S. SHARMA submitted in partially fulfillment of the requirement for the award of degree of Master of Business Administration to Rajasthan Technical University, Kota is my

original work - research study - carried out during 18th May, 2009 to 26th June, 2009 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.

Date : / / 09 Place: Chittorgarh DUKYA)

SIGNATURE (MUKESH

(VIBHOR PALIWAL)

(RAHUL JAIN)

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 BHILWARA MARKET.” The term of study was kept limited to make the title true. The focus of the report is to get the crystal clear understanding of the Brand positioning of Birla Samrat Cement in Rajasthan. Particularly in Bhilwara owing the status of heart of Rajasthan. With the growing Indian economy and the government policies for infrastructure the demand for cement is increasing and seeing this as an opportunity we are under taking many new projects for expansion of the production which are under implementation for increasing the capacity of the plants. Brand position has been taken into the consideration by two ways – overall study of the whole Birla Market & by Doing Survey of whole cement market of above mentioned two cities. The project contains the basic things which are necessary for knowing BrandPositioning of Company. Firstly is the Market Research is done by me in Bhilwara 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 Bhilwara. 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 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. D.S. Sharma (G.M. Maketing) for making all kinds of arrangements to carry the project successfully and for guiding and helping me to solve all kinds of quarries regarding the project work. His systematic way of working and in comparable guidance has inspired the pace of the project to a great extent. I would also like to thank my mentor and project – coordinator, Mr. Mukesh Dad (Assistant Manager Marketing TCS) for assigning me a project of such a great learning experience and acquainting me with real life project financing and appraisal. This project also would not have been successful without the help of Dr. S. K. Jain (Dy. G.M. HRD). Last but not least I would like to thank all the employees of Birla Corporation Ltd. who have directly or indirectly helped me with their moral support for the completion of my project. I express my deep sense of gratitude to Dr. A.L. Jain (Director of Vision School of Management, Chittorgarh) for his valuable guidance during my report work. I also greatful to all Faculty members Dr. Snehal Maheshkar, Mr.Vibhor Paliwal, Mrs.Pratibha Pagaria, Miss. Shobhika Tyagi, Mr. Rahul Jain and Staff members Mr. Purshottam Dashora, Mr. Rastraverdhan who guided me in my project.

MUKESH DUKYA Vision School of Management Chittorgarh

EXECUTIVE SUMMARY

This Research project is a compulsory part of the academics. Kota. I have taken six major cement brands for this research. objective of research. brand positioning strategy. competitive study among various cement brands. This research is done in the Third semester of the MBA program.This project report is prepared as the partial fulfillment of two year degree programme of MBA curriculum of Rajasthan Technical University. unavailability of data and other constraints. Chapter 5 : Findings & conclusions Chapter 6 : Suggestions Chapter 7 : References cited Chapter 8 : Annexure This report is an honest work towards the topic. growth in Production & consumption. Chapter 3 : Research methodology. In this research. The whole research is based on Dealer & Sub Dealer survey. There can be many short comings in it because of the lack of the time. types of cement. standard requirement of raw material. Chapter 1 : Introduction of Cement Industry. Current Scenario in India. distribution channel & SWOT analysis. Chapter 2 : Definition & concept of brand positioning. The project is followed by 8 Chapters. Birla Corporation history. TABLE OF CONTENT . manufacturing process of cement. The overall purpose of this research is to indentify the Brand Position of Birla cement in Bhilwara market. Chapter 4 : Analysis & interpretation of collect data’s. I have attempted the research about Brand Positioning. Positioning is one of the key elements of modern marketing management (Kotler. subsidiaries companies. 2000).

Definition and Concept LIST OF TABLES . 3 5 6 8-12 13-14 15-16 17-20 21 22-23 24-27 28 29 30-31 32-33 34-39 40 41 42-52 53 54 55-56 57-59 ♦ Current Scenario in India ♦ Growth in Production & Consumption ♦ Top Ten Players in Cement Industry ♦ History & Company profile ♦ Subsidiaries Company ♦ Corporate Social Responsibility ♦ History of BCW & CCW ♦ Awards ♦ Cement ♦ Manufacturing Process of Cement ♦ Standard Requirement of Raw Material ♦ Distribution Channel ♦ SWOT Analysis Chapter 2 : CONCEPTUAL FRAMEWORK Brand Positioning Strategy Competitive Study Among Various Cement Brands Chapter 3 : RESEARCH METHODOLOGY Objective of Research Chapter 4 : ANALYSIS & INTERPRETATION Chapter 5 : FINDINGS & CONCLUSIONS Chapter 6 : SUGGESTIONS Chapter 7 : REFERENCES CITED Chapter 8 : ANNEXURE ♦ ♦ ♦ ♦ Brand Positioning .CONTENTS Chapter 1 : INTRODUCTION OF BIRLA CEMENT PAGE NO.

8 Colour Collected From Various Cement Dealers TABLE 4.9 Storage of Cement TABLE 4.2 Overall rank for the Attributes only TABLE 4.5 Unit Capacity of Cement Plant in India TABLE 1.4 Location of Cement Plants in India TABLE 1.3 Overall rank of the Companies TABLE 4.7 Packing Quality Collected From Various Cement Dealers TABLE 4.10 Price Collected From Various Cement Dealers TABLE 4.14 Advertisement Collected From Various Cement Dealers TABLE 4.4 No.5 Preferences Collected from Various Cement Dealers TABLE 4. Services Collected From Various Cement Dealers TABLE 4.13 Brand Name Collected From Various Cement Dealers TABLE 4.16 Rank The Attribute Which Contributes Brand Positioning TABLE 4. 4 4 6 13 14 16 20 21 27 28 41 42 42 42 43 43 44 44 45 45 46 46 47 47 48 49 51 52 TABLE 1.6 Quality Collected From Various Cement Dealers TABLE 4.1 Current Scenario of Cement TABLE 1.8 Awards TABLE 1. of Forms of Various Companies TABLE 4.15 Total Score In Percentage Company Wise TABLE 4.12 Sales Pro.7 Department & Heads of Department TABLE 1.1 Total of the score given by the Respondents TABLE 4.17 Results After Calculating Weighted Average Method LIST OF FIGURES .9 Availability Collected From Various Cement Dealers TABLE 4.11 Tech.10 Standard Requirement of Various Raw Materials Chapter 3 : RESEARCH METHODOLOGY TABLE 3.1 Research Methodology Chapter 4 : ANALYSIS & INTERPRETATION ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ TABLE 1.2 Current Scenario of Clinker TABLE 1. Collected From Various Cement Dealers TABLE 4.CONTENTS Chapter 1 : INTRODUCTION OF BIRLA CEMENT PAGE NO.3 Capacity wise Top 10 Players for year 2007-2008 TABLE 1.6 Product and Brand names of Various Plants TABLE 1.

1 No. Services Collected From Various Cement Dealers FIGURE 4.8 Tech.3 Quality Collected From Various Cement Dealers FIGURE 4.5 Process Flow Diagram FIGURE 1.10 Brand Name Collected From Various Cement Dealers FIGURE 4.3 Major Players in Indian Cement Sector FIGURE 1.7 Price Collected From Various Cement Dealers FIGURE 4.1 Vision . Mission . 5 7 7 24 25 27 29 33 43 43 44 44 45 45 46 46 47 47 48 49 52 FIGURE 1.9 Sales Promotion Collected From Various Cement Dealers FIGURE 4.4 Manufacturing Process of Cement FIGURE 1.6 Products of BCW & CCW FIGURE 4.1 Growth in Cement Production 2006-07-08 FIGURE 1.CONTENTS Chapter 1 : INTRODUCTION OF CEMENT INDUSTRY PAGE NO.4 Packing Quality Collected From Various Cement Dealers FIGURE 4.2 The Forms of Cement Produced FIGURE 1.12 Total Score in Percentage Company Wise FIGURE 4.13 Results After Calculating Weighted Average Method . of Forms of Took During Survey FIGURE 4.2 Preferences Collected from Various Cement Dealers FIGURE 4. Values of Brand Positioning Chapter 4 : ANALYSIS & INTERPRETATION ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ FIGURE 1.11 Advertisement Collected From Various Cement Dealers FIGURE 4.5 Colour Collected From Various Cement Dealers FIGURE 4.6 Availability Collected From Various Cement Dealers FIGURE 4.7 Distribution Channel Chapter 2 : CONCEPTUAL FRAMEWORK FIGURE 2.

C HAPTER - 1 INTRODUCTION .

Sri Lanka. More than 80% of the cementmanufacturing units use modern environment friendly “dry” process. After the globalization and liberalization of Indian economy. as the production could not meet the demand for the whole country. the industry has undergone rapid technological up gradation and growth.80 million tones. the growth had been very slow. India is today the second largest producer of cement in world with an installed capacity of close to 217. Seychelles. The cement industry responded positively to liberalization policy and the Government decontrolled the industry fully on 1st March 1989. the cement industry has been growing rapidly at an average rate of 9 percent. Installed capacity increased to more than double from 27 million tons in 1980-81 to 62 million tons in 1989-90. in the last two decades. Till a few years ago India was importing cement from other countries. particularly during the period before Independence. some of the cement plants in India are comparable to the worlds best operating plants in all respects. Gujarat. 95 % is consumed domestically and only 5% is exported. UAE. and Singapore etc.80 million tons per year. the Government had to control its price and distribution statutorily. There are a total of 146 large and more than 350 small cement manufacturing units in the country. Large quantities of cement had to be imported for meeting the deficit. Nepal. The industry was partially decontrolled in 1982 and this gave impetus to its pace of growth. but in the initial stage. .INTRODUCTION Cement Industry Cement Industry originated in India when the first plant commenced production in 1914 at Porbandar. Mauritius. Additionally. Burma. The industry has since been growing at a steady pace. Now the tables have turned as India has started exporting large quantities of cement and clinker to Bangladesh. Demand is growing at more than 10 % per annum. The country is now the second largest producer of cement in the world next only to China with a total capacity of 217. 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. More than 90 % of production comes from large cement plants. Maldives. From 1991 onwards cement industry got the status of a priority industry in schedule III of the industry policy statement. and now. Africa. Since indigenous production was not sufficient to meet the entire domestic demand.

a lot of energy is required.000 tons is a mini cement plant. the industry faces a number of constraints in terms of high cost of power.In the cement industry there are two sectors – one consisting of large plants and the other consisting of mini cement plants. and technology. Ordinary Portland Cement. Portland Pozzolana Cement. there are 146 large plants and about 365 mini cement plants. It is produced by using materials such as limestone. .8 million tons. aluminum. and some of them are even tiny units. The types of cement in India have increased over the years with the advancement in research. Since mini cement plants are scattered all over the country with a number of associations representing different types of processes. high incidence of state and central levies and duties. In India. sizes etc. and wet processes. • Construction of concrete roads in rural areas under Prime Ministers Gram Sadak Yojana. At present. In the production of Clinker Cement. Among the different kinds of cement produced in India. By a fair estimate. In order to utilize excess capacity available with the cement industry. high railway tariff. semi-dry. lack of private and public investment in infrastructure projects. the government has identified the following thrust areas for increasing demand for cement: • Housing development programmers & Promotion of concrete highways and roads.97.97. • Use of ready-mix concrete in large infrastructure projects. and Portland Blast Furnace Slag Cement are the most important because they account for around 99% of the total cement production in India. 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. poor quality coal and inadequate growth of related infrastructure like sea and rail transport. iron oxides. However. The production of all these cement varieties is according to the specifications of the cement. ports and bulk terminals.80 million tons and the estimated capacity of mini cement plants is 11. 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. A factory with an installed capacity exceeding 2. and silicon oxides. it has not been possible to obtain correct data of this sector. The present installed capacity of large plants is 217. the different types of cement are manufactured using dry.000 tones per annum (900 tons per day) is a large plant and with capacity up to and including 2. there are around 11 different types of cement that are being produced in India. development.

and taking over DLF Cements and Modi Cement. Swiss cement major Holcim has picked up 14. Birla promoted Zuari Industries' cement plant in Andhra Pradesh. Lafarge. and Grasim's acquisition of the cement business of L&T.Despatches were 167.08 whereas 155. the Holcim-ACC-Gujarat Ambuja Cements combine and the Aditya Birla group through Grasim Industries and Ultratech Cement. Foreign cement companies are also picking up stakes in large Indian cement companies.66 million tons during the same period for the year 2006-07. and German cement company Heidelberg Cement has entered into an equal joint-venture agreement with S P Lohia Group controlled Indo-Rama Cement. Indian Rayon's cement division. Holcim's acquisition has led to the emergence of two major groups in the Indian cement industry.97 million tons which was 166.CURRENT SCENARIO The Indian cement industry is the second largest producer of quality cement. The industry's capacity at the end of the year reached 188. cement export was 3. the French cement major has acquired the cement plants of Raymond and Tisco. Cement production during April to March 2007-08 was 168.67 million tons during April to March 2007. India Cement taking over Raasi Cement and Sri Vishnu Cement. Some examples of consolidation in the Indian cement industry are: Gujarat Ambuja taking a stake of 14 per cent in ACC.65 million tons as compared to 5.89 during the same period.8 per cent of the promoters' stake in Gujarat Ambuja Cements (GACL).26 during the same period. Italy based cement has acquired a stake in the K. During AprilMarch 2007-08.K. and Sri Digvijay Cements.73 million tons at the end of the year 2006-07. The cement industry comprises 130 large cement plants and more than 300 mini cement plants. ACC taking over IDCOL.31 million tons as compared to 155. which meets global standards. . Cement industry in India is currently going through a consolidation phase.

1 (Mn.31 167.35 3.85 108 96 94 2007-08 168.75 2.27 0. showing a growth of 8.41 0.13Mn.21 1.39 16.2 1.16 2006-07 121.42 Mn.58 .) Mar-07 14.42 0.34% as compared to 14.83 0.55 5.99 15.T in March 08.Ton.99 Mn.39 Mn.T in March 07. registering a growth of 9.53% as compared to 15.73 14.13 0. Cement production was 16.Ton.29 0.11 15.41 2007-08 129.66 155.T in March 07 Clinker Particulars Production Sales Export Transfer Closing Stcoks Mar-08 11.T.69 3.32 1.19 1.88 0.65 2006-07 155.26 5.01 2.21 1.89 During March 08.45 0.67 3.09 TABLE 1.07 104 Feb-08 14.2 (Mn. Cement Despatches were 16.79 0.15 98 TABLE 1.42 6.Cement Particulars Production Despatches(Including Export) Export Closing Stocks Capacity Utilization (%) Mar-08 16.45 4.19 0.) Mar-07 11.37 16.47 Feb-08 10.

West.T.1 This Graphical represenation shows that overall growth in cement production in inidia is 8% in 2007-08.During March 08.East. 8%.T a decline of 28. . 5%.21 in March 08) GROWTH IN CEMENT PRODUCTION 2007-08/2006-07 (Apr-Mar) FIGURE 1. 8%. 4% to North. in March 07 to 0.89% from 0.53% (from 0.higest growth is 14% and least growth in centre region which is only 4%. Cement Export was 0.In North.T in March 07. but if we are distributing in different region then it shows 14%.32 Mn.19 Mn.Centre respectively.45 Mn. whereas Clinker Export showed a growth of 10.South.

SHREE CEMENT CENTURY TEXTILES & INDUSTRIES LTD. THE INDIAN CEMENTS LTD.93 9.3 CAPACITY 38. Tones) COMPANY HOLCIM / ACC / AMBUJA GRASIM / ULTRA TECH CEMENT JAYPEE GROUP.30 .47 5.64 9.80 5.CAPACITYWISE TOP TEN PLAYERS FOR YEAR 2007-2008 (Figures in Mn. BIRLA CORPORATION LTD.25 9. JK CEMENT TABLE 1.21 36. MADRAS CEMENTS LTD.47 4.10 7.78 5. LAFARGE INDIA PRIVATE LTD.

The Forms of Cement Produced FORMS OF CEMENT FORMS OF CEMENT PORTLAND POZZOLANA CEMENT PORTLAND SLAG CEMENT FIGURE 1.2 Major players in Indian cement sector * ACC * Lafarge  * Gujarat Ambuja Cement/Holcim * Ultratech Cement * India Cements * Century Cements * Jaypee Group  .

company crossed the Rs. 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. 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 .Priyamvada Birla on 3rd July 2004. The name of the company was changed to Birla Corporation Limited with effect from 27th October. Thereafter Shri M. After the demise of Smt.* Madras Cements * Birla Corporation Limited  FIGURE 1. A man of vision and enterprise. vinoleum floor covering.Birla in 1990.000 cores plus turnover mark.1. auto trims and steel castings.P. 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. multi-location corporate with widespread activities. company has attained new heights.D. in the name and style of The Birla Jute Manufacturing Company Limited.Birla took over the reins of the company and he helped transform it from a jute mill to a leading multi-product.3 INTRODUCTION OF BIRLA CORPORATION LIMITED History of the company The company was founded by Late Shri G.S. The company grew steadily under his guidance in the earlier years.P. After the demise of Shri M. jute goods.500 crores. . Smt. Today. 1988 to establish the size. aggregating Rs. image and conglomerate character of the company. Shri R.Birla and was incorporated on 25th August 1919.lodha took over as the chairman of the company and under his Chairmanship. the product range includes cement. Further.Priyamvada Birla took over as the Chairman of the company and under her Chairmanship.

Jute.B.Birla Late Smt. Priyamvada Birla MANAGEMENT The day.day management of the company is being looked after by the Chief Executive Officer. Shri B. PVC floor Covering. Late Shri M.Nahar who is assisted by a team of highly qualified professional persons.S. • The apex of the triangle is a visual representation of the force that drives the entire corporation–the unifying force in search of excellence.R.product conglomerate.P. Auto Trim and Steel casting industries.Nahar Shri Board of Directors Shri N. Tandon .to. Lodha B.K. • It plays significant roles in the Cement.COMPANY PROFILE Birla Corporation Limited is a multi.R. Lodha Shri Vikram Swarup Shri Anand Bordia Shri B. Kejriwal Smt Nandini Nopany Shri Harsh V. CHAIRMAN ED & CEO Late Shri R. • The concentric around the triangle represents this very multi-dimensional nature.

N.Ghosh Logo of Birla Corporation Limited .Shri Pracheta Majumdar Shri D.

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

43. blended cement helps in resisting certain chemical agents. mixing and grinding to packing. most of the cement plants have established facilities for sophisticated controls. 1962 issued under the Essential Commodities Act. The Total Quality Management (TQM) concept has also been adopted by more than 70 cement plants. Some manufacturers are going ahead for world class rating. a low heat cement is used for mass concreting work like dams. namely. barrages and deep foundations. 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. some leading companies have acquired TPM (Total Productive Maintenance) accreditation. etc. gas analyzers. reliability and competitiveness. Portland Pozzolana Cement (PPC). e. e. Bureau of Indian Standards (BIS) under compulsory Certification Scheme. Some of these varieties are used for special applications. handling. effective control has to be exercised throughout the process of production. WCM (World Class Manufacturing) or ERP (Enterprise Resource Planning) to be at par with ‘Best Practices’ anywhere in the world. MISSION & VISION . India produces different varieties and grades of cement. In order to achieve quality assurance. Since the Indian cement industry recognizes that ISO-9000 quality system is extremely important for quality assurance. Continuous monitoring of quality in production by plants as well as by the certifying agency. about 45 cement plants have already secured ISO-9000 Certification.g.53 grades).g. namely. 1955. BIS certification is compulsory for all varieties and grades of cement under the Cement (Quality Control) Order. Besides. Portland Blast Furnace Slag Cement (PBFSC) and many other varieties. Centralized kiln control system in conjunction with expert control systems for process and operation control.QUALITY CONTROL AND ASSURANCE In order to ensure quality. temperature and pressure measuring devices. sulphate resisting cement can be used in places where concentration of sulphate is more. Ordinary Portland Cement (OPC) (33. The control procedures cover all aspects of cement manufacture from quarry operation. All these varieties of cement have been covered by Indian Standard Specifications.

 To provide technology and service through sustained research and development. Obligations . adopting and assimilating state-of-art technology for competitive advantage.  To foster a culture of participation and innovation of employee growth and contribution.  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.  To maximize utilization of the existing facilities in order to improve efficiency and increase productivity. transnational. Services. integrated company with leadership and a strong environment conscience playing a national role in cement.Mission  To achieve international standards of excellence in all aspect of division and diversified business with focus on customer delight through value of product.  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 cultivate high standards of business ethics and total Quality Management.  To maximize creation for wealth and satisfaction for the stakeholder. Venolium and public distribution.  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. Auto trim.  To earn a reasonable ate of on interest.  Offered full opportunities and challenges to develop individually enabling career growth. Vision  A major diversified. cost and reduction. OBJECTIVES & OBLIGATIONS Objectives  To serve the national interests in the Product and related sectors in accordance and consistent with Government policies. Jute.  To attain leadership in developing.

 Towards Community: To develop techno-economically viable and environment friendly products for the benefit of the people. namely. courteous and efficient service and quality products at fair and reasonable prices. Chanderia Cement Works ( CCW ) and Birla Cement Works ( BCW ) at Chanderia ( Rajasthan ). Location wise details are given here under:- Location of Cement Plants in India STATE Madhya Pradesh Rajasthan West Bengal Uttar Pradesh TOWN Satna Chanderia Durgapur Raebareli TABLE 1. impartiality and courtesy and promote ancillary industries. Durgapur Cement Works ( DCW ) and Durga Hitech Cement ( DHC ) at Durgapur ( West Bengal ) and Cement Grinding Unit at Raebareli (Uttar Pradesh).80 lac metric tones per annum.  Towards Employees: Develop their capability and advancement through appropriate training and carrier planning. Satna Cement Works ( SCW ) and Birla Vikas Cement ( BVC ) at Satna (Madhya Pradesh ). 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 present installed capacity of cement is 58. Towards Customers and Dealers: To provide prompt. The company has seven cement plants at four locations.  Towards Suppliers: To ensure prompt dealings with integrity.4 UNITS Satna Cement Works Birla Vikas Cement Birla Cement Works Chanderia Cement Works Durgapur Cement Works Durga Hitech Cement Raebareli Grinding unit .

PPC PPC PPC & OPC (43 Gr.00 1.) Portland Pozzolana Cement (PPC) Portland Slag Cement (PSC) Portland Pozzolana Cement (PPC) TABLE 1. Rajasthan West Bengal Uttar Pradesh TOWN Satna Chanderia Durgapur Raebareli UNITS CAPACITY Mill.63 TABLE 1.60 0.43G.CAPACITY : 5. Ts 1. 55G.78 Mill. STATE M. Ts.P.6 BRAND NAME Birla Cement Chetak Birla Cement Samrat Birla Cement Samrat Birla Cement Khajuraho Birla Cement Samrat Birla Cement Birla Premium Cement Birla Cement Samrat .5 The Product and Brand names are as Follows: UNITS Birla Cement Works Chanderia Cement Works Satna Cement Works Birla Vikas Cement Raebareli Grinding Unit Durgapur Cement Works Durga Hitech Cement PRODUCTS OPC .55 2.

Birla Industrial Training Institute. Kolkata. Birlapur. West Bengal  M. Satna. Kolkata. Allahabad. Uttar Pradesh  M.P. West Bengal  Dispensary at Allahabad. Madhya Pradesh  Birlapur Hospital. Rewa. Rajasthan  Sarada Kanya Vidyapith. Madhya Pradesh  Birlapur Vidyalaya.P. West Bengal  M.P. Madhya Pradesh  Birla Vikas Hospital.P. West Bengal  M. Birla Shiksha Bhawan.P. West Bengal . Kolkata. Birla Foundation Higher Secondary School. Birla Medical Research Centre at Birlapur.Corporate Social Responsibilities Educational Activities  South Point School. Karnataka Medical Activities  Bombay Hospital. West Bengal  M. Barrackpore. Bangalore. Satna. West Bengal  Birla Vikas Vidyalaya. Maharashtra  Belle Vue Clinic. Mumbai. Birla Foundation Veda Sanskrit Pathshala. Uttar Pradesh  Hindustan Medical Institution at Barrackpore. Madhya Pradesh  School at Chittorgarh. West Bengal and Satna.

UK. AWARDS & ACHIEVEMENTSore. . Birla Vikas Cement and Durgapur Cement Works. . since 1990. West Bengal SOCIAL SERVICES  Water Facilities in Satna & Chanderia. West Bengal  Express Dairy.  ISO 9001-2000(QMS) certification for Birla Cement Works.  "Best in Energy Performance" for Satna Cement Works in 1993-94.  ISO 9002 certification for Satna Cement Works.P.  Cleanness Campaign with Zilla Parishad in Chanderia.Other Philanthropic Activities  M.  CAPEXIL “Special Export Award” every year. 1994-95.  Roads in Chanderia. Kolkata. in 2002-2003 for Birla Cement Works & Chanderia Cement Works for environment management systems & “Best in Energy Performance” in 1986-87. 1995961997-98. West Bengal  Joka Agricultural & Horticultural Society. Joka..  IS/ISO 14001 certification in 1999-2000 for Satna Cement Works and Birla Vika Cement. Chanderia Cement Works from BVQI. Kolkata. Birla Planetarium. Behala.

BIRLA CORPORATION LIMITED) . for Birla Cement Works & Chanderia Cement Works in 1998-99 and again in 2001-02. "Best improvement in Thermal Energy Performance" recognition from NCB for Birla Cement Works in 1992-93 and Chanderia Cement Works in 1993-94.  "Excellence in Improving Machinery Health Condition" in 1997. Chittorgarh (Rajasthan) (Unit of M/s. Government of India.  Ministry of Labour.  "Bhama Shah Samman" from the Rajasthan Government for Educational Activities for Birla Cement Works in 1996-97.  "Lal Bahadur Shastri Memorial National Award" for Excellent Pollution Control BIRLA CEMENT WORKS Chanderia.

Since I had done my summer training at the units situated at Chittorgarh i.e. BCW & CCW so here I am giving a brief description of these two unitsBIRLA CEMENT WORKS (BCW) was commissioned in February 1967, was the 1st 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 “Chittorgarh Cement Works (CCW)”. 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. 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 & CCW’S Core Values, Vision, Mission

Core Values A) Business entity & Ethics. C) Sense of Ownership. B) Transparency & Openness. 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.

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 & CCW

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

Department and Heads of Department

The company has 21 departments in the organization for well directing the organization and to achieve the goals and mission for the company. Name of the Department HRD Gen Administration Accounts Information System Purchase Legal Personal & Welfare Security Mines Stores Building Environment Safety Time Office Production T.C.S. Engineering Electrical Sales & Marketing Sales Accounts Logistics Head of the Department Dr. S.K. Jain Mr. Anil Sharma Mr. M.M. Jagetiya Mr. Bhupesh Sharma Mr. P. Ghosh Mr. Umesh Pareek Mr. N.K. Singhee Mr. Lt. Col. Jai Raj Mr. S.R. Sharma Mr. S.S. Choudhary Mr. P.K. Saboo Mr. M.S. Murgan Mr. Sanjay Rathi Mr. S.N. chechani Mr. Arvind Jha Mr. Mukesh Dad Mr. K.R. Karwa Mr. S.Thattey Mr. D.S. Sharma Mr. K.B. Jagetiya Mr. N.K. Tripathi
TABLE 1.7

AWARDS

1. Udaipur – 1995(1). 4. 3. 1997(1). 2000-01 & 2001-02. 1996(2). details are given below:S. Ministry of Labour. 9. Chennai & Vibration Engineers Consultants (P) Ltd. DGMS. 1998(3).8 . 2001(5) & 2002(3). Central Board for Workers Education. 1999(4). TABLE 1. 2000(2). Nimbahera in 1998-99. Awards to Captive Mines (Safety Week celebration in Udaipur region) Best Income Tax Payee (TDS) Award 12. NO.. Chennai for sustained implementation of condition monitoring and continued machine health improvement in 2001. Udaipur range to BCW in 1996-97 8. New Delhi in 2002 to BCW & CCW NPC to CCW in 1989-90 & again in 1993-94 NCB to BCW in 1992-93 NCB to BCW in 1992-93 Government of Rajasthan to BCW in 1996-97 IIT. Name of Award ISO 9001 : 2000 Certification IS / ISO : 14001 Certification Best Productivity Award Best improvement in Thermal Energy Performance Best improvement in Energy Performance Bhama Shah Award for Educational Activities Excellent award for Maintaining Health Condition of Machinery Merit Award Awarding Institute BVQI. 2. 7. Income Tax Department. Workers Education Trophy 10.Plant has been awarded with number of awards. UK in 2002 to BCW & CCW BIS. Best Supporting Core Plant 11. Government of India to BCW & CCW in 1998-99 and again in 2001-02 Regional Training Centre (North). to BCW & CCW in 1996-97 VEC (P) Ltd. 6. Udaipur. 5.

& PSC. The weathering effect on cement is very low. 2. BIS covers 14 types of cement. 9’s are the commercially produced in India. History of Cement • Joseph aspedene discovered cement in 1824. 3. lava.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. water & ash. Brick. Types of Cement 1. Major Cements are OPC. Bed. Earlier the cement was used as a binding material. 1897 wet process KILAN came in existence DRY-PROCESS. The limestone used in manufacturing of cement should have at least 80% purity. • • Materials used were. For manufacturing of cement the basic raw materials is limestone (calcium carbonate). PPS. Cement is one of the strongest binding materials with long life.lime. . Cement is a binding material. Volcanic.

• 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. with a small portion of calcium stearate or nonsaponifibale oil to impart waterproofing properties. White cement is much more expensive than grey cement. It accounts for 70 per cent of the total consumption. the compressible strength increases rapidly. • Rapid Hardening Portland cement: Rapid Hardening Portland Cement is similar to OPC. so that on casting. It is manufactured because it uses fly ash/burnt clay/coal waste as the main ingredient. . A special cooling technique is used in its production. except that it is ground much finer.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 is used to enhance aesthetic value in tiles and flooring. • Portland Blast Furnace Slag Cement (PBFSC): PBFSC consists of 45 per cent clinker. • White Cement: White cement is basically OPC .clinker using fuel oil (instead of coal) with iron oxide content below 0. • Water Proof Cement: Water Proof Cement is similar to OPC. 50 per cent blast furnace slag and 5 per cent gypsum and accounts for 10 per cent of the total cement consumed. • Specialized Cement: Oil Well Cement is made from clinker with special additives to prevent any porosity.4 per cent to ensure whiteness. It has a heat of hydration even lower than PPC and is generally used in the construction of dams and similar massive constructions.

readily available from nearby mines .4 .imported from foreign countries .purchased from Bikanar & Nagore .Raw material required for Cement Various raw materials required for manufacturing cement are :Limestone .brought from Kota Thermal Power Plant Manufacturing Process Of Cement FIGURE 1.extracted from own mines Laterite Gypsum Pet Coke Fly Ash .

PROCESS FLOW-DIAGRAM Mining Crushing Limestone Transportation Limestone Stock Pile Cement Storage Cement Grinding Silo Processing Raw Grinding Cement Packing Fuel Grinding FIGURE 1.5 .

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

PRODUCTS OF BCW & CCW CEMENT OPC PPC SRC 33 Grades 43 Grades 53 Grades FIGURE 1.6 Storage of Cement Storage Time Fresh 3 Month 6 Month 12 Month 24 Month Compressive Strength 100% 80% 72% 60% 46% .

Put the cement bags on wooden-plates & than cover by the plastics-sheets. 5.2 Standard requirement 92-93% 02-03% 05% 70% 05% 25% Method of cement storage 1. .1 Standard requirement of various Raw Materials Particular OPC Clinker .Gypsum PPC Clinker Gypsum Fly ash TABLE 4. 4. 15 cement bags.TABLE 4. 3. Use of cement bags FIFO system. All windows & doors are closed and weather & Moisture must not affect to the cement. Distance of stacking bags should be 1 feet from wall & 2 feet from ceiling. 2.Limestone .Iron Ore . In one stacking put only max.

It is combination of: Company Stockiest Direct Selling To Retailer Various Govt. Contracts FIGURE 1.DISTRIBUTION CHANNEL Company has a very simple distribution channel for delivering the goods to the consumer.7 .

Measures initiated by the Government towards public-private partnership for removing bottleneck in the development of infrastructure in the country. 2. In the coming few years the demand for the cement will increase which will be booming news for cement manufactures. High capital cost and investment cost for each and every project. rural roads and development of the housing sector.SWOT ANALYSIS OF BIRLA CORPORATION LIMITED Strengths:1. Weaknesses 1. For the purpose of the packing of essential item. 5. jute products which are environment friendly and biodegradable characteristic are considered as best option. . augurs well for the industry. freight carriers. 3. The industry is likely to maintain its growth momentum and continue growing at about 9 – 10% in the foreseeable future. are likely to be the main drivers of growth. Government initiative in the infrastructure sector such as the commencement of the second phase of the National Highway Development project. 4.

. • Shortage of skilled labourers. 3. Opportunities 1. is a cause of for the Indian cement industry. the construction and infrastructure sector is expected to record healthy growth. • Appreciation of rupees against foreign currencies. 2. The modernization. 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. Threats • The recent moves by the Central Government in making the import of the cement total duty free. 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. Increase in the production and sell of cement at different plants have increased the turnover of the company. The recent ban on export of cement clinker would increase the availability of cement in the domestic market. Adequate support from the Government is very essential to promote business activities. productivity improvement and cost control measures will improve the performance of the division in times to come. 4. The major concern for the industry are : • Continuous increase in labour cost. 4. • Procuring of limestone mines at economical price an entry barrier. Despite slightly lower economic growth. which in turn would put pressure on cement prices. 3. • 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.2. which augurs well for cement industry. 5.

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. C HAPTER - 2 . • Increased railway freight.• 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.

2009 for Birla Cement Works” Brand Positioning . and it focuses at all points of contact with the consumer.CONCEPTUAL FRAMEWORK “Developing Marketing Strategy by Knowing Brand-Position of BCW/CCW Product. It is ensures that all brand activity has a common aim.Definition and Concept Brand positioning refers to “target consumer’s” reason to buy your brand in preference to others. Brand positioning must make sure that: • Is it unique/distinctive vs. competitors ? . directed and delivered by the brand’s benefits/reasons to buy. is guided.

Brand positioning forms customer’s views and opinions. For instanceKotak Mahindra positions itself in the customer’s mind as one entity.• • • • • • 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. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt.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 ? In order to create a distinctive place in the market. appropriate and original products ? Is it sustainable . . 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. It intends to stay with the proposition of “Think Investments. It has an unaided top of mind recall.“Kotak ”. a niche market has to be carefully chosen and a differential advantage must be created in their mind. Think Kotak”. 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.which can provide customized and one-stop solution for all their financial services needs.

A strong brand positioning directs marketing strategy by explaining the brand details. FIGURE 2.Brand Positioning involves identifying and determining points of similarity and difference to ascertain the right brand identity and to create a proper brand image.1 . Brand Positioning is the key of marketing strategy.Kingfisher stands for youth and excitement. For instance. Positioning is the base for developing and increasing the required knowledge and perceptions of the customers. It represents brand in full flight. It is the single feature that sets your service apart from your competitors. the uniqueness of brand and it’s similarity with the competitive brands. as well as the reasons for buying and using that specific brand.

and position all are related – NOTE: Keller says that associations are values. (For example. you can influence how you position the product in terms of qualities and attributes. Brand Positioning Strategy Brand positioning is an essential element of a winning branding strategy. In terms of the vertical connotation. 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. but we have a stricter definition of associations from the IBM. That is. by properly positioning your product relative to your competitors in the minds of your customers. which product comes to mind first when I say the word cola?) In terms of the horizontal connotation. you will have much more control over how . again relative to your competitors.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. The term positioning has two connotations: a vertical and a horizontal one. the term refers to the qualities and attributes your product represents in the mind of your customers. 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. Principle. While you cannot directly control the ranking that your product or service enjoys in the minds of your customers.

or pursue strategies that change customer perception of the products and services offered by your competitors (de-positioning). chances are good that you are engaged in developing and promoting your brand positioning strategy. sales and customer base and comparing this information to that of your competitors. do so by adjusting your products or services to more closely match the desired position (known as repositioning). their purchasing patterns and the roles that your business plays in their everyday lives. You will then effectively have a guide or map for how to execute your branding strategy. and it might take quite a bit of effort to even be sure that you are positioning yourself within the correct market. Businesses. If you think you can maneuver into a more profitable place. especially smaller ones. Understand brand positioning as fully as you can. are very diverse in their needs and offerings. 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. Here are some strategic tips that can help you to be as effective as possible during your brand positioning process: 1. especially in the way that it directly affects your business. Look closely at the businesses sharing your pool of regular customers. 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 . 2. Your business position within the target market will determine your business’s degree of success.your brand is perceived in the marketplace. You’ll invest plenty of time in the process of evaluating your products or services in terms of market share. Develop the most efficient method possible for gathering customer information. Effective Brand Positioning No matter how long you’ve been in business.

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. so that you can use them to build on or adjust your overall positioning strategy. Regardless of your business type. results and convenience. You might consider questionnaires. Rank all of your products and/or services in terms of positive customer review and in relation to those of your competitors. Here are some hints for exploring how customers perceive your business and its services: • Create simulations. Don’t give up the valuable opportunity to monitor and influence the process and increase profitability . 6. After all. 5. Determine which of your products and/or services are the most popular or powerful.them. 8. 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. If you choose not to fully engage in it – it will still take place. 7. 3. 4. keep in mind that positioning can be either an active or passive process. 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. Decide whether you are satisfied with the current positioning of your business. descriptions or case studies showing proven results. or whether you need to change your strategy. Product-based businesses can complete the positioning process more easily than service based businesses. Finally. • Find out how customers view your services in terms of value. your customers can see. touch and watch demonstrations of your products to see how they work and visualize their benefits. phone surveys or online surveys and offer a small bonus to compensate customers for their valuable time. take the information about customer perception that you’ve gathered.

5.e. the good value for the money solution. Consumer Expectations What consumers expect to receive from the brand. the high-end. high-price tag solution. 3. etc.5 Factors of Brand Positioning 1. Price An easily quantifiable factor – Your prices vs. 4.?). Competitor attributes What the other brands in the market offer through features and benefits to consumers.. 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 . does your brand offer the cheap solution. your competitors’ prices. 2. Brand Attributes What the brand delivers through features and benefits to consumers. Consumer perceptions The perceived quality and value of your brand in consumer’s minds (i.

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. Birla Corporation Ltd.– How the Brand is different from your competitors  Where do you get this information? – Your BRAND INVENTORY!! Brand Positioning A good brand positioning help guide marketing strategy by clarifying the brands essence but goals it help the consumer achieve and how it does so in a unique way. Points of Parity and Point of Difference . The result of the positioning is the successful creation of a customer focused value proposition. SAMRAT. a cogent reason why the target market should buy the product. (Cement Division) introduce their new product.the products with which a brand competes and which function as close substitute.

Believability . positively evaluated. Competitive POP's are associations designed to negate competitors' points-of-difference. These types of associations come in two basic forms: 1. Point-Of-Difference POD's are attributes or benefits consumer strongly associates with a brand. favorable and unique brand associations that make up POD. Category 2. Distinctiveness 3. Choosing POP's and POD's POP are driven by the needs of category membership (to create categ POP's) and the necessity of negating competitors POD's (to create competitive POP's) These are three key consumer desirability criteria for POD's1. Strong. are associations that are not necessarily unique to the brand but may in fact be shared with other brands. Point-of-Parity POP's on the other hand. marketers can define the appropriate points-of-difference and point-of-parity associations. and believe that they could not find the same extant with a competitive brand. Relevance 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.Once the competitive frame of reference for positioning has been fixed by defining the customer target market and nature of competition.

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.supply T. 3. Communicability 3. 4. This questionnaire is also helpful in knowing the market potential of Bhilwara.There are three key deliverability criteria 1. All these questions are related to know the position of different brands prevailing in the market and dealers satisfaction level.  Major Issue:The study basically draws attention towards the perceptional attributes of the various dealer and which factor influence to dealer. which company media is more effective in present market which company best in quality . Brands available in Bhilwara district.S. Sustainability Competitive Study Among Various Cement Brands ABOUT THE PROJECT :The project contains various questions. . It is also helpful in knowing where our company stands in market. Brand leader in district. are know by this survey.C. etc. These questions are designed to analyses the various dealer behavior towards the Best Cement Brand in Bhilwara Project includes whole study of cement market & questionnaire. Suggestions to increase the goodwill. Feasibility 2. 2. About questionnaire: The questionnaire consists of 13 questions. Analysis of questionnaire below: 1. 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.color . Market share of companies.

Effectiveness of T.5. 8. Effective media for advertising. of Birla Cement.S. 6. 7. Timely delivery of Birla Cement.C. Brand image of Birla Cement. C HAPTER - 3 .

However. each research study has its own specific purpose. . There are several common objective of research as follow: To study the brand positioning of “Birla Samrat” in the market. The main aim of research is to find out the truth which is hidden & which has not been discovered yet.RESEARCH 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.

Preference.1 . Packing and Color. Quality.  To compare the advertisement strategy of the various cement brands. Research Methodology Project Research Type Data Sources Research Approach Research Instrument Data Analysis Sampling Procedure Sample Size Geographical Coverage Duration of the Survey Descriptive Research Primary Data . To compare the major cement brands in terms of Price. Secondary Data Survey Method Questionnaire Logical analysis Random Sampling 50 Respondents Bhilwara 21 Days TABLE 3.

C HAPTER - 4 ANALYSIS & .

K. 184 192 190 189 188 195 186 198 175 201 1898 Shree 90 78 86 86 123 114 134 196 75 146 1128 TABLE 4.1 Overall rank for the Attributes only -: Attributes Preference Quality Packing Color Availability Price Birla Samrat 1 1 3 2 1 2 Ambuja 4 4 2 1 4 4 Ultratech 2 2 1 3 2 1 Binani 5 5 5 5 5 5 J. 3 3 4 4 3 3 Shree 6 6 6 6 6 6 .K. Service Sale Promotion Brand Image Advertisement Total Birla Samrat 266 252 235 213 264 205 195 145 274 120 2169 Ambuja 175 181 211 220 187 194 202 179 183 186 1918 Ultratech 189 214 215 203 189 212 196 186 225 256 2085 Binani 140 133 143 139 135 130 137 153 105 144 1359 J.INTERPRETATIO N Data Analysis by taking various attributes of CEMENT & their SCORE Total of the score given by the Respondents -: Attributes Preference Quality Packing Color Availability Price Tech.

2 5 5 5 5 4 1 4 2 6 2 6 4 Overall rank of the Companies -: Company No.K 7 4th SHREE 6 6th No. of Forms RANK BIRLA AMBUJA 17 6 1st 3rd ULTRATECH 8 2nd TABLE 4. Service Sale Promotion Brand Image Advertisement 3 6 1 6 1 4 3 3 2 3 2 1 TABLE 4.4 FIGURE 4.Tech. Preferences Collected from Various Cement Dealers .Laxmi Shree Total Forms Forms 17 6 8 6 7 6 50 TABLE 4.1 1. of Forms of Various Companies Company Birla Samrat Ambuja Ultratech Binani J.3 BINANI 6 5th J.K.

4th Ambuja. . 2.5 Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST Preference to Birla Samrat.K Laxmi. 2nd Ultratech.K.Laxmi.K.2nd Ultratech. Quality Collected From Various Cement Dealers Company Birla Samrat Ambuja Ultratech Binani J.Company Birla Samrat Ambuja Ultratech Binani J.Laxmi Shree Pref.K.6 Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST choice for Quality to Birla Smrat.Laxmi Shree Quality 252 181 214 133 192 78 TABLE 4. 3rd J.3rd J.4th Ambuja. 266 175 189 140 184 90 TABLE4.5th Binani and Lastly Shree Cement. 5th Binani & lastly Shree Cement.

Laxmi Shree Packing Quality 235 211 215 143 190 86 TABLE 4.Laxmi Shree Color 213 220 203 139 189 86 TABLE 4.3.K. Laxmi. 4.3rd Ambuja. Packing Quality Collected From Various Cement Dealers Company Birla Samrat Ambuja Ultratech Binani J. 5.8 Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST choice for Colour to Birla Samrat.4th J.4th J.2nd Ambuja. Laxmi.7 Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST choice for Packing Quality to Birla Samrat.3rd Ultratech.K. Availability Collected From Various Cement Dealers .2nd Ultratech.5th Binani and Lastly Shree Cement.K. Colour Collected From Various Cement Dealers Company Birla Samrat Ambuja Ultratech Binani J.5th Binani and Lastly Shree Cement.K.

Company Birla Samrat Ambuja Ultratech Binani J. Technical Services Collected From Various Cement Dealers . 5th Binani and Lastly Shree Cement.K.9 Interpretation: The above survey clearly shows that most of the dealers GIVE 1st choice for Availability to Birla Samrat. 6. Laxmi. 3rd J. 2nd Ultratech. Price Collected From Various Cement Dealers Company Birla Samrat Ambuja Ultratech Binani J.K. 3rd J.K. Laxmi. 7. 4th Ambuja. 4thAmbuja.Laxmi Shree Availability 264 187 189 135 188 123 TABLE 4. 5th Binani and Lastly Shree Cement. 2nd Ultratech.10 Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST choice for Price to Birla Samrat.Laxmi Shree Price 205 194 212 130 195 114 TABLE 4.K.

Brand Name Collected From Various Cement Dealers .2nd J.3rd Ultratech .Laxmi Shree Sales Promotion 145 179 186 153 198 196 TABLE 4.11 Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST choice for Technical Services to Birla Samrat.12 Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST choice for Sales Promotion to Birla Samrat.Laxmi. Laxmi. Sales Promotion Collected From Various Cement Dealers Company Birla Samrat Ambuja Ultratech Binani J. 9.5th Ambuja and Lastly Binani Cement.K.2nd Ambuja.5th Binani and Lastly Shree Cement. 8.4th Ultratech.K.Company Birla Samrat Ambuja Ultratech Binani J.3rd Shree .4th J.K.K.Laxmi Shree Technical Services 195 202 196 137 186 134 TABLE 4.

K.K.5th Binani and Lastly Shree Cement. Advertisement Collected From Various Cement Dealers Company Birla Samrat Ambuja Ultratech Binani J.2nd Ultratech. 120 186 256 144 201 146 TABLE 4.2nd J. .K.Laxmi Shree Advert.5th Shree and Lastly Binani Cement. Laxmi.K.Laxmi Shree Brand Name 274 183 225 105 175 75 TABLE 4.3rd Ambuja .14 Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST choice for Advertisement to Ultratech.13 Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST choice for Brand Name to Birla Samrat.4th J.3rd Ambuja . Laxmi.4th Birla Samrat.Company Birla Samrat Ambuja Ultratech Binani J. 10.

Total Score in Percentage Company Wise Company Birla Samrat Ambuja Ultratech Binani J.Laxmi Shree Total 2169 1918 2085 1359 1898 1128 Rank 1 3 2 5 4 6 TABLE 4.K.15 .

where instead of each of the data points contributing equally to the final average. Laxmi .K. Weighted Average Method Meaning & Definition A weighted average is an average that adjusts for the frequency of individual values. and Lastly 6th is Shree Cement.3 rd Ambuja.5th Binani. The weighted mean is similar to an arithmetic mean (the most common type of average).Interpretation: The above survey clearly shows that lastly by collecting all the scores from dealers.4th J. we come to know that overall position of Birla Samrat is On 1 st . 2nd choice for go to Ultratech. some data points contribute more than others. . The notion of weighted mean plays a role in descriptive statistics and also occurs in a more general form in several other areas of mathematics.

such as the weighted geometric mean and the weighted harmonic mean. of Respondents which are given. but weighted versions of other means can also be calculated. The term weighted average usually refers to a weighted arithmetic mean. as captured for instance in Simpson's paradox.If all the weights are equal. While weighted means generally behave in a similar fashion to arithmetic means. then the weighted mean is the same as the mean. W= Weight Rank Application of the Weighted Average Method . they do have a few counter-intuitive properties. Formula For Calculate Weighted Average W= ∑ WX ∑X X = No.

K 9. 2nd rank to Option Rank 1 (6) Preference Quality Packing Color Availability Rank 2 (5) 175 (875) 181 (905) 211 (1055) 220 (1100) 187 (935) 194 (970) 202 (1010) 179 (895) 183 (915) 186 (930) 9590 Rank 3 (4) 189 (756) 214 (856) 215 (860) 203 (812) 189 (756) 212 (848) 196 (784) 186 (744) 225 (900) 256 (1024) 8340 Rank 4 (3) 140 (420) 133 (399) 143 (429) 139 (417) 135 (405) 130 (390) 137 (411) 153 (459) 105 (315) 144 (432) 4077 Rank 5 (2) 184 (368) 192 (384) 190 (380) 189 (378) 188 (376) 195 (390) 186 (372) 198 (396) 175 (350) 201 (402) 3796 Rank 6 (1) 90 (90) 78 (78) 86 (86) 86 (86) 123 (123) 114 (114) 134 (134) 196 (196) 75 (75) 146 (146) 1128 Total 266 (1596) 252 (1512) 235 (1410) 213 (1278) 264 (1584) 205 (1230) 195 (1170) 145 (870) 274 (1644) 120 (720) 13014 4105 4134 4220 4071 4179 3942 3881 3560 4199 3654 39945 Price Technical Service Sale Promotion Brand Image Advertiseme nt Total Weighted Rank 32.8% 2nd 20.2% 4th J.8% 3rd 10. Ambuja .5% 1st Birla 23.8% 6th Shree Ultra T.5% 5th Binani 2.Interpretation: The above method clearly shows that while comparing all the 10 attributes most of the respondents give 1st rank to Birla Samrat.

Ultratech.5% 2.8% 20. Laxmi.K. Results after calculating the Weighted Average Method Company Birla Samrat Ultratech Ambuja J.5% 23.8% Rank 1 3 2 5 4 6 TABLE 4. 3rd rank to Ambuja.17 .Laxmi Binani Shree Total 32. 5th rank to Binani and Lastly 6th rank to Shree Cement.2% 9.K. 4th rank to J.8% 10.

C HAPTER – 5 .

This problem which can be improved by the strength and the distribution network of Birla Cement Works & Supply. So company should have to utilize then as much as possible. . It is not easily available on demand which places the company at the disadvantage which compared with lack vendors.  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.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 Bhilwara.

 The company should focus more on sales promotion. Its price is reasonable according to quality it’s also satisfy the dealer. Company is on 1st Rank despite of Very popular brand like Ambuja Cement. .  As far as Brand-Name is concern in Bhilwara. Ultratech Cement.  Dealers opinion regarding price is Favoring Birla Samrat & It’s Get 1st rank in all six-brand. advertisement and public relation.  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.  Network spread of Birla Cement is very high in Bhilwara can be this as its strength. I found company is poor in providing services such as timely small deliveries regular visits and gift items etc.  It was found that company is lacking in Supply. So company can also see this as its strength compare to other brand in market.  It was found company has very good Brand Image in dealers mind. Dealers are satisfy with the price.

C HAPTER – 6 SUGGESTIONS .

 Company conducts society welfare programs in rural area.  Company should increase availability by which it can increase the sale and brand image. brand loyalty and promote their sales easily.  As we all know infrastructure sector is growing rapidly so company improve supply to capture maximum market share. more advertisement. Then company can improve their market shares. . So that company creates good brand image among people. marketing experts dealing with dealers in all rural and urban areas. regular contact.  Company should start its internal call centre for its valuable customers by which they can directly interact with company experts.  For customer care Services Company should starts its concrete mobile van facilities. I would humbly suggest the company that if company has good quality.SUGGESTIONS  At the end.  Company should develop its R & D department as per the market requirement.

Manson meetings and dealers meet to promote sales quarterly. Company can improve sales and brand loyalty.  Company should organize seminars. By giving some gifts and best wishes cards to the customer that your buying decision is very good. . conferences.

C HAPTER – 7 .

REFERENCES CITED REFERENCES CITED References .

. B. (1998) “Symbolic and Functional Positioning of Brands. and Cavusgil. H. Hooley. 246-267. Best. M.J. 63 (January). 3rd Edition. L. D. “Research Methodology” (third edition 2007) published by new age international (P) ltd. S. R. L. R. (1987) “Emerging Positioning Strategies in Global Marketing. (1). (Millennium Ed). NJ: Prentice-Hall. F. New Delhi.. B. B. (2000) Marketing Management. J.” Journal of Consumer Marketing. “CMA Magazine (Cement Manufacturers Association)”. Upper Saddle River. Kotler. Alden. North America. and Unger. G. Philip “Marketing Management” published by Vikas publishing house Pvt..A. R.” Journal of Consumer Marketing 15. (1990) “International Product Positioning. C.” Business Horizons. ltd. C. (2001) “The Development of a Consumer/CustomerDerived Generic Typology of Positioning Strategies. and Reddy. 9 (2). (eds. (2004) Market-Based Management: Strategies for Growing Customer Value and Profitability. (1993) Competitive Positioning: The Key to Market Success.Kotler.) International Marketing Strategy. 56-62. K. S. 4 (4). 32-43. Aaker. and Europe: The Role of Global Consumer Culture. 471-485. Blankson. and Kalafatis. P. NJ. Prentice-Hall. P. and Batra.” In Thorelli.” Journal of Marketing Theory and Practice.” Journal of Product Innovation Management. 35-53. T. K. S.” Journal of Marketing. Johansson. N. and Saunders. Kothari. (1985) “A New Positioning Typology. H. T. Saunders. J. Domzal. G. (1982) “Positioning your Product. and Piercy. (1998) Marketing Strategy and Competitive positioning (2nd edn). Hooley. Crawford. 75-87. E. Bhat. D. 25. 23-40. and Thorelli. S. J. (May/June). J. Steenkamp. New York: Pergamon Press (3rd edn). (1999) “Brand Positioning through Advertising in Asia. Upper Saddle River. (Spring). and Shansby. M. 4 243-253. J. Hemel Hempstead: Prentice-Hall. C. Hemel Hempstead: Prentice-Hall.

C. 23. and Gabriel-Ritter. D.” Industrial Marketing Management. (1986) “Strategic Brand Concept-Image Management.birlacorporation.bcw.com http://www.com http://www.com http://www. and McLnnes.com http://www.answer.com http://www. W. J. Dreher. Jaworski.amzon.comhttp://www..com http://www. A. News Papers • • • Times of India Hindustan Times Economic Times Web Based References • • • • • • • http://www.cma. 50 (October).” Journal of Marketing.wikipedia.com . 135-145. (1991) “MIPS-Managing Industrial Positioning Strategies. A.Muhlbacher. 287-297.. B.scribd.birlacementworks. H. Park.

C HAPTER – 8 ANNEXURE .

...... For how many years you are doing this Business.. Rank the cement companies according to their Quality..According to your opinion please Rank 1 to 6 Name :Address:Telephone No:(M) .K.. Cement (F) Shree Cement ( ) ( ) ( ) ( ) 4.....K. Which cement company has good Packing Quality? (A) Birla Samrat Cement (B) Ambuja Cement ( ( ) ) (D) Binani Cement (E) J. (A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ) ) (D) Binani Cement (E) J.Questionnaire BRAND-POSITIONING OF BIRLA SAMRAT CHETAK CEMENT Note :.K........ (A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ( ) ) ) (D) Binani Cement (E) J. 2..... According to your Preference rank the cement companies. Year …. 1.. Cement (F) Shree Cement ( ( ( ) ) ) 3. Cement ( ( ) ) ......

(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ) (D) Binani Cement (E) J.K.K. (A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ) (D) Binani Cement (E) J. Rank the cement companies on the basis of Brand Image.K.K.(C) Ultratech Cement ( ) (F) Shree Cement ( ) 5. . Cement (F) Shree Cement ( ) ( ( ) ) ( ) ( ) 6. Cement (F) Shree Cement ( ) ( ) ( ) ( ) ( ) 7. The Color of which cement companies customer like the most. Which cement company provides Technical Services regularly? (A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ) (D) Binani Cement (E) J.K. The activities of which cement company companies attract you for increasing their Sales. Cement (F) Shree Cement ( ) ( ) ( ) ( ) ( ) 10. Cement (F) Shree Cement ( ) ( ) ( ) ( ) ( ) 9. (A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ) (D) Binani Cement (E) J. Cement (F) Shree Cement ( ( ( ) ) ) ( ) 8. Cement of which company is always available in the market. (A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ( ) ) (D) Binani Cement (E) J. According to Quality & Market Image the Price of which cement company do you agree with.

Cause of taking Dealership. The Advertisement of which cement companies attract you.K. Cement (F) Shree Cement ( ) ( ) ( ) 12. Cement (F) Shree Cement ( ) ( ) ( ) 11.K. (A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ) ( ) ( ) (D) Binani Cement (E) J. The cement of which company is quickly available. Cement (F) Shree Cement ( ) ( ) ( ) 13.(A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ) ( ) ( ) (D) Binani Cement (E) J.K. ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ . (A) Birla Samrat Cement (B) Ambuja Cement (C) Ultratech Cement ( ) ( ) ( ) (D) Binani Cement (E) J.