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COMPANY PROFILE Birla Corporation limited is a multi product multi interest more than thousand carore conglomerate. It plays significant roles in cement industry. The story of Birla Corporation limited began 89 years ago, when young man Ganshayam das Birla came to Kolkata. A man of vision an enterprise, Sri G.D.Birla set first Indian owned jute mill near Kolkata in 1919. The firm was named Birla jute manufacturing company limited. Time watched as small unit prospered, it also embarked a young man to bacon the new industrial India.
manufacturing company into a mighty conglomerate Birla corporation ltd. The name of company changed to Birla jute and industries limited in 1983. In view the opportunities offered by the liberalised fast growing economy and to promote brand equity and international image the name was changed to Birla Corporation limited in 1997. After the demise of M.P Birla, his wife Priyamvada Birla took over a chairman of BCL and continue to leap company till her death in july 2004. Today under the chairmanship of Mr. R. S. Lodha Company has crossed the 1800 crore plus turn over and has wide spread interest in which cement, jute, and auto trims, synthetic yarn, are their main product. Birla Corporation limited is keenly aware of its social responsibility, it provide s education and healthcare facility to for employees and their families and community at a large. 1
Cement is a binding material used in civil construction. It is fine powder, which on addition of requisite addition of water is capable of harding by the chemical interaction of its constituents with water and is capable of blending together. The real foundation stone of present industry was laid in the year 1912 when India Cement Corporation limited established a small factory at Porbander in Kahtiawa. This factory commenced in 1914 at the rate of about 100 metric tons per day. The raw material required for cement making are lime stone, coal, clay fly ash, and gypsum which regulate setting time. There are two process of cement manufacturing wet and dry. In the wet process the raw materials are grounded along with water, but in dry process materials are grounded in dry state. Regarding the varieties of the product there are eight varieties in the industry, Portland cement, Blast furnace, Slag cement, Portland pozzolana cement, Grey cement, White cement. Important cement producing companies in India are Associated Cement Company, Birla Cement Corporation, Jaypee Cement Corporation, Gujrat Ambuja Cement etc in private sector and in public sector important Cement Company is Cement Corporation of India Ltd. BCL CEMENT DIVISION The Cement Division of Birla Corporation Limited has seven plants, having an installed capacity of 5.8 million tons. After the completion of the ongoing expansion projects, the capacity will increase to 7 million tons. This plant manufacture varieties of cement, including Ordinary Portland Cement (OPC), 43 & 53 grades, fly ash–based Portland Pozzolana Cement (PPC), Portland Slag Cement (PSC) and low- alkali Portland Cement. Recently, the Company has started producing Sulphate Resistant Cement (SRC) and it has been well accepted in the market.
OPC is marketed under the brand name of Birla Cement KHAJURAHO and Birla Cement CHETAK, while PPC is marketed under the brand name of Birla Cement SAMRAT. PSC is marketed under the brand name of Birla Cement. The Birla Cement SAMRAT brand is ideal for mass concrete, RCC / pre-stressed / precast structures (for reduced thermal crack), increased water tightness of concrete , increased resistance to sulphate content in soil, aggressive water and alkali aggregate reaction, besides corrosion resistant properties. The brands have significant presence in the northern, western and eastern parts of the country as well as central India. The company has a large network of dedicated distributors and stockists in all its marketing regions. Durgapur Cement Works and the two cement units at Satna have received the ISO 9002 quality certification, covering production and marketing. The Satna units have also received the IS/ISO: 14001 certificate for "implementation of the Environmental Management System". IS/ISO: 14001 certification. The quality control laboratories of both Birla Cement Works and Chanderia Cement Works have been accredited by National Accreditation Board for Testing & Caliberation Laboratories, Department of Science & Technology, and Government of India. The cement units have been receiving, since the past decade, prestigious awards for productivity, pollution control, energy performance and worker's education. Total capacity of six plants is 53.3 lakh tons. These plants have access to the latest technology and infrastructure, and rated amongst the advance in the country The two chanderia units have received the ISO 9001: 2000 certification for Quality Management System, as well as the
Crushing Stacking & Reclaiming of Coal The process of making cement clinker requires heat. The hot gasses coming from the clinkerisation section are used in the raw mill for drying and transport of the ground raw meal to the Electrostatic Precipitator / Bag House. where it is collected and then stored and homogenised in the concrete silo. Crushing Stacking & Reclaiming of Limestone The LS Crushers crush the limestone to minus 80 mm size and discharge the material onto a belt conveyor which takes it to the stacker via the Bulk material analyser. Raw Meal Drying/Grinding & Homogenisation Reclaimed limestone along with some laterite stored in their respective hoppers is fed to the Raw Mill for fine grinding. Raw Meal extracted from the silo (now called Kiln feed) is fed to the top of the Preheater for Pyroprocessing. which is the main raw material for making cement. Raw Coal is dropped on a belt conveyor from a hopper and is taken to and crushed in a crusher. Crushed coal discharged from the Coal Crusher is stored in a longitudinal stockpile from where it is reclaimed by a reclaimer and taken to the coal mill hoppers for grinding of fine coal. The material is stacked in longitudinal stockpiles. Clinkerisation 4 . Coal is used as the fuel for providing heat. Limestone is excavated from open cast mines after drilling and blasting and loaded on to dumpers which transport the material and unload into hoppers of the limestone crushers. Limestone is extracted transversely from the stockpiles by the reclaimers and conveyed to the Raw Mill hoppers for grinding of raw meal.MANUFACTURING PROCESS Mining The cement manufacturing process starts from the mining of limestone. Raw Coal received from the collieries is stored in a coal yard.
Packing Cement extracted from silos is conveyed to the automatic electronic packers where it is packed in 50 Kgs.Cement Clinker is made by pyroprocessing of Kiln feed in the preheater and the rotary kiln. These Ball Mills grind the feed to a fine powder and the Mill discharge is fed to an elevator. The cooler discharges the clinker onto the pan / bucket conveyor and it is transported to the clinker stockpiles / silos. 5 . The latter is sent to the mill inlet for regrinding and the fine product is stored in concrete silos. which separates fine product and the coarse. Cement Grinding & Storage Clinker and Gypsum (for OPC) and also Pozzolana (for PPC) are extracted from their respective hoppers and fed to the Cement Mills. Hot clinker discharged from the Kiln drops on the grate cooler and gets cooled. The clinker is taken from the stockpile / silo to the ball mill hoppers for cement grinding. which takes the material to a separator. Polythene bags and dispatched in trucks. Fine coal is fired as fuel to provide the necessary heat in the kiln and the Precalciner located at the bottom of the 5/6 stage preheater.
While domestic market requirements the met with our products under the brand name "BIRLA CEMENT KHAJURAHO" and 6 . Besides the conventional general purpose Cement OPC 33G. In keeping with technological developments. The plant has been conferred with ISO-9002 and ISO-14001 certification in recognition of its performance in quality management and environmental management systems.P) and also special purpose Cements viz.SATNA CEMENT WORKS. Satna Cement manufactures PPC utilizing Flyash received from NTPC Thermal Power Plant at Unchahar(U. Sulphate Resistant Portland Cement. necessary instrumentation facilities including X-Ray analyzer and X-Ray diffractometer are provided for monitoring and controlling quality of Raw materials and Clinker/Cement. In consonance with its commitment to quality.P) Commissioned in 1959.-T-40 grade Cement for Railway sleepers. Satna Cement Works (SCW) has the distinction of being the first Cement plant in Birla Group manufacturing Cement with the then prevailing "Wet process" technology. Low Alkali Cement and 1RS. the plant was upgraded and switched over to "Dry process" of Cement manufacturing in 1989. 43G and 53G. SATNA (M. This plant has the distinction of being the only plant in INDIA with an Alkali bypass system installed.
Plastering and flooring. Clinker is being sent from Satna and Flyash is collected from NTPC Thermal Power house at Unchahar (U. Birla Cement Khajuraho/Chetak . aqua ducts. 4. APPLICATIONS 1. Plain and reinforced cement concrete.1998 for Flyash base PPC grinding capacity of 30000 TPM.Portland Pozzolana Cement• • • • Brick and stone masonry Plastering and flooring. Pre-cast concrete elements • • 3. In swampy areas for footing. Birla Samrat . 2. 7 . M25 & above concrete. canals & culverts.43 grade Ordinary Portland Cement• • • • Brick and stone masonry. runways. Desert conditions. Roads.P). industrial buildings. An split location Cement Grinding unit was commissioned in Dec. where concrete or mortar is used in foundation. Ordinary Pre-cast concrete work. our Cement is being regularly exported to Nepal and Bangladesh under the brand name "CAMEL" & "ROYAL TIGER"."BIRLA SAMRAT". Plain and reinforced cement concrete. plinth beams. Below ground. RCC bridges & lofty buildings. Birla Cement Khajuraho .Sulphate Resisting Portland Cement• • • • Building near sea coast. Pre-cast and pre-stressed concrete. piles etc. Birla Cement Khajuraho/Chetak-53 Grade Ordinary Portland Cement• • • Railway sleepers Pre-stressed girders and electric poles.
PRICING Price is one of the important elements of marketing mixture. sewerage treatment plant. market demand and supply also affect the pricing strategies. Various factors affecting pricing policy of company are:1. PRODUCT Product range of Birla Corporation Limited in cement sector includes three main types that are:Ordinary Portland cement 8 . Market positioning-a company can earn more profit if position of their product is good.competitor polices affects Birla pricing strategies and needed to be continuously watched. Birla Cement Khajuraho . chimneys.• • Industrial effluent treatment plant. Godown stock. BCL is continuously trying to reduce the cost without affecting the quality of product.Low Alkali Cement • • • Bridges Dams Reservoirs 6. Birla also consider brand positioning of various brands. 4. 2. Competitor’s price. cooling towers.company continuously trying to reduce the cost by transporting right quantity through most suitable mode of transportation. 5. Brand image-brand image plays important role in pricing policy. Marine structures 5. Birla Cement Khajuraho . 3. Transportation cost.IRS-T40 Cement • Railway sleepers.godown stock.
These applications cover dry-lean mixes. improved resistance to aggressive chemicals and more consistent plastic and hardened consistency. Using slag cement to replace a portion of portland cement in a concrete mixture is a useful method to make concrete better and more consistent.PPC Brand Name Birla Cement Chetak Birla Cement Samrat Birla Cement Samrat Birla Cement Khajuraho Birla Cement 9 . The Product and Brand names are as follows: Units Birla cement works Chanderia Cement work Satna Cement Works Birla Vikas Cement Raebareli Grinding Unit Portland Pozzolana PPC & OPC(43 Gr. Slag brings with it the advantage of the energy invested in the slag making. either together or separately. burnt clays. thermal cracking and has a high degree of cohesion and workability in concrete and mortar. and even high strength pre-cast and pre-stressed concrete. granulated blast-furnace slag. lower permeability. though they do not have cementing properties in themselves. a nonmetallic product consisting essentially of silicates and alumino-silicates of calcium. higher compressive and flexural strength. general-purpose readymixes. Portland Pozzolana cement Portland pozzolana cement is ordinary portland cement blended with pozzolanic materials (power-station fly ash.) Products OPC-43G. easier finish ability. better concrete workability.55G.Ordinary portland cement is the most commonly used cement for a wide range of applications. Portland clinker is ground with gypsum and pozzolanic materials which. Grinding slag for cement replacement takes only 25 per cent of the energy needed to manufacture portland cement. Portland blast furnace slag cement Portland blast-furnace slag cement contains up to 70 per cent of finely ground. Portland blastfurnace slag cement has a lighter colour. ash from burnt plant material or silicious earths). combine chemically with portland cement in the presence of water to form extra strong cementing material which resists wet cracking.
• Ability to handle high pressure. Company visits to dealer’s shop.Durgapur Cement Works Durga Hitech Cement Cement (PPC) Portland Slag Cement (PSC) Portland Pozzolana Birla Premium Cement Birla Cement Birla Premium Cement Birla Cement Samrat Cement (PPC) Special features Birla Cement Samrat • Low heat of hydration which prevent cracks in concrete. Besides handling their constructional problems the cell offers all kind of assistance and 10 . calendar etc. TECHNICAL CONSUMER SERVICE CELL Backed up with a dedicated team of highly skilled professional and experienced application Engineers. • Prevent iron from corrosion due to low chloride contain. • Low setting time & need less water for it. 5. Sales promotion and incentive schemes are mostly short term and designed to stimulate quicker or greater purchase of particular product or services by consumer on the trade. annual discount. Dealers and retailers meet and training programme. quantity discount. 4. the cell functions in an advisory capacity. Architect and engineer meet. PROMOTION Promotion a key element ingredient in marketing campaigns consists of diverse collection of intensive tools. Advertisement through television. The various sales promotion methods adopted by the company are:1. 6. newspaper. Incentives schemes to dealers like cash discount. 2. target setting. loyalty discount. • Resistance against water leakage. • Long life due to low magnesium and tricalcium aluminates. Dealer’s relationship programme like best seller award and other award programs. wall painting. annual visits to tourist places. 3. hording. annual gifts.
There are two methods which followed by company regarding transportation cost 1.This is available for the distributor. 2. in this type company supply the cement through deport or directly from the factory. To Pay. it include contractors and government.In this category supply cost is given by the stockiest or dealer. Non Trade. durable and safe construction. it is applicable in stock transfer only.In this category company pay fright and transportation cost. The company first supply the cement to depot then supply to the dealer. To be billed. PLACE Two type of distribution network mainly followed by the company are followings 1.It is basically contract basis. 75% transportation is through railway and rest through from road. Application in direct sale means from industry to Dealer. 2. It is for a fix period at fix rate.guidance in the selection of the right cement for different application to ensure cost-effective. Trade. 11 .
7. To know about the effectiveness about distribution channels.OBJECTIVE AND SCOPE OF STUDY MAIN OBJECTIVE:“To analyze the market of Birla cement in Satna region” SUB OBJECTIVE:1. To collect the suggestion of retailers and dealers for Improvement of Birla policies. SCOPE OF STUDY:Company can use this information for the betterment of the policies and making new strategies. To study dealer’s satisfaction about Birla product. To identify the leading company. To know about heavy users of cement in Satna. 12 . 6. 4. 3. 2. To identify best promotional method. To know current position of Satna market. 5.
particularly in surveys and descriptive research. METHODS OF DATA COLLECTION • Through interaction with retailers. • Through questionnaires filled from the consumer and retailers. Interview method. Scientific method was not adopted in this study because of financial constraints and also because of lack of time. SAMPLE DESIGN Considering the constraints.RESEARCH METHODOLOGY It’s imperative that any type of organisation in the present environment needs systematic supply of information coupled with tool of analysis of for making sound decision which involves minimum risk. also the basic aim of doing the research was academic. 13 . TOOLS USED There are several methods of collecting primary data. hence most convenient way was selected. • In this project I have used questionnaire method. it was decided to conduct the study based on sample size of 100 respondents. Important are:• • Observation method. The selection was made through combined approach of random sampling and convenient sampling. A research design is purely and simply the framework or plan for a study that guides the collection and analysis of the data. Through questionnaires.
and JAYPEE.Total number of respondent covered under this survey is 100 which are either dealers or retailers. The following are company main brand in SATNA market. COMPANY BIRLA ACC JAYPEE MAIHAR PRISM MAIN BRAND SAMART SURAKSHA BULAND FAULAD CHAMPION M. MAIHER. Cementing the future Har nirmaan ki jaan 14 .R. Prism is toughest competitor of Birla cement.P(Rs) 174 180 178 175 182 . In SATNA mainly five companies are in the markets that are BIRLA.RESULTS The survey is conducted in SATNA and its nearby districts . ACC. PRISM.
1.Majboot har pal Vishwas se kare nirmaan. Engineers ki pehli pasand. Chtaan sa majboot khare sone ki quality. Buland Bharat ka buland cement. LEADING COMPANY COMPANY ACC BIRLA RESPONDENTS IN FAVOUR 25 20 15 .
LEADING BRAND BRAND SURAKSHA BULAND SAMART CHAMPION FAULAD RESPONDENTS IN FAVOUR 21 19 18 25 17 16 .JAYPEE MAHIER PRISM 18 09 28 2.
LEADER IN SUPPLY OF CEMENT COMPANY PRISM ACC BIRLA JAYPEE MAIHER RESPONDENTS IN FAVOUR 24 21 20 18 17 17 .3.
CONTRACTOR (G.H) BUILDER GOVT. HEAVY USERS OF CEMENT CATEGORIES HOUSEHOLDER (H.4.C) ARCHITECTORS OTHERS RESPONDENTS IN FAVOUR 50 28 14 00 08 18 .
PURCHASING BEHAVIOUR OF CUSTOMER DEPENDS ON REASONS PRICE ADVERTISEMENT QUALITY BRAND OTHER RESPONDENTS IN FAVOUR 30 10 33 06 21 19 .C ARCHITECT 6.H.H OTHERS BUILDERS G.
RETAILERS MEET AND TRANING(D.S) AWARD PROGRAMS OTHERS RESPONDENTS IN FAVOUR 42 28 11 13 06 20 .7.R.T) ADVERTISEMENT INCENTIVE SCHEMES(I. MOST EFFECTIVE METHOD OFSALES PROMOTION METHODS DEALERS.M.
8.MAGZINES RADIO HORDING. BEST SOURCE OF ADVERTISEMENT SOURCE TELEVISION NEWSPAPER.WALL PAINTING OTHERS RESPONDENTS IN FAVOUR 65 16 02 11 06 21 .
9. BEST IN QUALITY COMPANY PRISM ACC BIRLA JAYPEE MAIHER RESPONDENTS IN FAVOUR 43 26 18 13 00 22 .
OFFER BEST INCENTIVE SCHEME COMPANY PPRISM ACC BIRLA JAYPEE MAIHER RESPONDENTS IN FAVOUR 14 58 10 14 04 23 .10.
11. SATISFACTION IN PACKAGING COMPANY ACC BIRLA JAYPEE MAIHER PRISM RESPONDENTS IN FAVOUR 20 26 22 10 22 24 .
MOST REASONABLE PRICE COMPANY ACC BIRLA JAYPEE MAIHER PRISM RESPONDENTS IN FAVOUR 05 66 05 14 10 25 .12.
26 . WEAKNESS: 1. It has reasonable price in comparison to its competitor. 3. 2.SWOT ANALYSIS STRENGTH: 1. Setting time and shining is better than competitors. Quality of product is good. 4. BIRLA Samrat is third most preferred brand after ACC Suraksha and JAYPEE Buland. Lack of distribution channel.
Boom phase in cement market. Company should more invest in R&D. Scarcity of raw material in near future. 3. Company should improve packaging because some complain about the packaging is found. 3. 3. Low advertisement budget. 2. JP. PRISM. For this purpose suggestions are followings:FOR PRODUCT 1. CONCLUSION AND SUGGESTIONS Birla Cement can easily increase its market share in Satna market by giving more attention to various element of marketing mixture. Lack of availability of product. 2. 2.2. OPPORTUNITIES: 1. Tough competition from ACC. Immense export opportunities. 27 . Rapid infrastructure development. Lack of infrastructure in near future. Company should give more training to workers about total quality management. 3. THREAT: 1.
Company should fix certain amount of margins for dealers. hence budget for it should be increased and serious attention should paid on it. 4. Sample size of 100 is not enough to generalise result.4. company should fix prices at least for one month. 3. Dealers take it lightly and do not show interest in providing sufficient and exact information. 2. Price fluctuation is one of the complaints from dealers and retailer. Response is depending upon psychology of respondent. Company should also give credit facilities to dealers and retailers. 3. FOR PLACE 1. FOR PRICE 1. Company should organise more mansion meet. Company is for behind in comparison to its competitors in all mode of advertisement. 6. Price of brand should be reasonable and not more than competitor’s price. 2. Company should increase its number of dealers for easy availability. 2. Dealers and retailers meet should be organised to understand and solve their problem. Birla distribution channel is not so strong in comparison to others. especially in Madhya Pradesh. 3. LIMITATION 1. Some of the respondent tries to hide information like sales volume. 2. 3. hence company should pay attention to it. Company should supply the cement directly to its heavy users i. Some secondary data which I expect to collect from the company is not provided to me.e. 28 . FOR PROMOTION 1. so that opinion and suggestion of users can be known. and utilised as promotional method. The survey is geographically limited to Satna district. 5. railway. 4. Company should provide good incentives scheme to dealers and retailers.
www. RESEARCH METODOLOGY by C. MARKETING MANAGEMENT by Philip Kotlar. 3.acclimited. 4.com 29 . NEWSPAPERS i. 7. 2.e Business Today.com 9. www.e Economic Times. MARKETING RESEARCH by Tall.prismcement. Donals & Howkins.com 5. Business World.R.Kothari. BUSINESS MAGZINES i. BIRLA CORPORATION LIMITED annual magazines and reports 8.REFRENCES & BIBLIOGRAPHY 1. www. 6.birlacorporation.
jalindia.com 11.__________________________ Address: -________________________ Contact: ._________________________ 30 .com APPENDIX QUESTIONNAIRE DEAR RESPONDENT.I need your expensive time.maiharcement.10. www. www. I am doing the survey project in Birla cement work SATNA (A venture of Birla Corporation Limited) for my summer training . I assure u that this survey is only for academic purpose. Name: .
4 Which Company is best in quality? 1.How many companies you are dealing for sale of cement? 1) 1 2) 2 3) 3 4) 4 or more than 4 Q. Birla 4.3 Which brand is leading the market? 1) Champion 2) Surksha 3) Buland 4) Samart 5) Others Q. Maiher 5.2 Which company is leading the market? 1) Prism 2) ACC 3) Birla 4) Jaypee 5) Others Q. Jaypee Q. ACC 3.5 Best packaging offered by which company? 1) Prism 2) ACC 3) Birla 4) Maiher 31 . Prism 2.Q1.
7 Purchasing behaviour of customer depends on 1) Advertise 2) Quality 3) Brand 4) Others 5) Prise Q.9 Most effective method of sale promotion 1) Dealer meet and Training 2) Award programs 3) Advertisement 4) Incentive schemes 5) Others Q.6 Which company is leader in supply of demand? 1) Prism 2) ACC 3) Birla 4) Maiher 5) Jaypee Q. Newspaper 3. TV 2. Others Q. 1.8 Best source of advertisement. Magazine 4.10 Which company has best sales promotion scheme? 1) Prism 2) ACC 3) Birla 4) Maiher 32 .5) Jaypee Q. Hording 5.
33 .11 Any suggestions for our Birla Cement Co.5) Jaypee Q. Ltd.