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A PROJECT REPORT ON

A Study on Dealers Awareness towards Birla Cement with Special Reference to SATNA
At Birla Corporation Limited Satna M.P. (India)

FOR THE PARTIAL FULFILLMENT OF MASTERES IN BUSINESS ADMINISTRATION 2012

SUBMITTED TO BY: Mr. SANKALP SHUKLA SHRIVASTAVA

SUBMITTED

YOGESH

MBA IV SEM.

DECLARATION

I, YOGESH SHRIVASTAVA , HEREBY DECLARE THAT THE PROJECT REPORT ENTITLED A PROJECT ON BRAND POSITIONING UNDER THE GUIDANCE OF MR. SANKALP SHUKLA SUBMITTED IN PARTIALLY FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF DEGREE OF MASTER OF BUSINESS ADMINISTRATION TO VIMR COLLEGE IS MY ORIGINAL WORK - RESEARCH STUDY - CARRIED OUT DURING 1 S T APRIL, 2012 TO 11 JUNE, 2012 AND NOT SUBMITTED FOR THE AWARD OF ANY DEGREE,

DIPLOMA, FELLOWSHIP OR OTHER SIMILAR TITLES OR PRIZES TO ANY OTHER INSTITUTION/ORGANIZATION OR UNIVERSITY BY ANY OTHER PERSON.

Date : 11 /06 / 12 Place: Satna SHRIVASTAVA) (YOGESH

SIGNATURE

PREFACE

Founded in 1919 by the visionary industrialist, Shri G.D. Birla, at the outskirts of the then Calcutta. Birla Manufacturing Company Ltd. was the first company of Birla industrial conglomerate. Under the stewardship of his nephew, Shri M.P. Birla, the company diversified and expanded its business interest beyond cement, jute, PVC goods, steel casting and auto trims. Birla Corporation Limited is the flagship company of M.P. Birla group. It has variety in its basket. The core business of Birla Corporation limited is cement, generating 93% of the revenue for the company, 6% jute and 1% from other sectors.

The project entitled KNOWING BRAND POSITIONING OF BIRLA SAMRAT CEMENT IN SATNA MARKET. The term of study was kept limited to make the title true. The focus of the report is to get the crystal clear understanding of the Brand positioning of Birla Samrat Cement in M.P.. Particularly in SATNA owing the status of heart of M.P.. With the growing Indian economy and the government policies for infrastructure the demand for cement is increasing and seeing this as an opportunity we are under taking many new projects for expansion of the production which are under implementation for increasing the capacity of the plants. Brand position has been taken into the consideration by two ways overall study of the whole Birla Market & by Doing Survey of whole cement market of above mentioned two cities. The project contains the basic things which are necessary for knowing Brand-Positioning of Company. Firstly is the Market Research is done by me in SATNA by Taking SIX major Brands Birla Samrat Cement, Ambuja Cement, Ultratech Cement, Binani Cement, J.K. Laxmi Cement & Shree Cement. Data collected by me only from Dealers .After data collection Research Methodology is done & find out the BrandPositioning of cement in SATNA.

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

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

ACKNOWLEDGEMENT

Words are indeed inadequate to convey my deep sense of gratitude to all those who have helped me in completing my summer project to the best of my ability. Being a part of this project has certainly been a unique and a very productive experience on my part.

I am really thankful to Mr. SANKALP SHUKLA for making all kinds of arrangements to carry the project successfully and for guiding and helping me to solve all kinds of quarries regarding the project work. His systematic way of working and in comparable guidance has inspired the pace of the project to a great extent.

I would also like to thank my mentor and project coordinator, Mr. ARUN SHUKLA (Assistant Manager Marketing) for assigning me a project of such a great learning experience and acquainting me with real life project financing and appraisal.

This project also would not have been successful without the help of SUJEET TIWARI (HRD DEPTT.). Last but not least I would like to thank all the employees of Birla Corporation Ltd. who have directly or indirectly helped me with their moral support for the completion of my project.

I express my deep sense of gratitude to sankalp shukla(VIMR, SATNA) for his valuable guidance during my report work.

YOGESH SHRIVASTAVA

EXECUTIVE SUMMARY

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

TABLE OF CONTENT

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

CURRENT SCENARIO GROWTH IN CEMENT PRODUCTION 20010-11/2008-09 (Apr-Mar) CAPACITYWISE TOP TEN PLAYERS FOR YEAR 20112010 The Forms of Cement Produced Major players in Indian cement sector History of the company Birla cororation Credit Rating of the Company COMPANY PROFILE QUALITY CONTROL AND ASSURANCE MISSION & VISION OBJECTIVE AND OBLIGATION SUBSIDIRES COMPANY OF THE BIRLA CROPORATION Corporate Social Responsibilities AWARDS PRODUCT PROFILE

12 15 16

17 18 19

20 22 24 25 26

28 35 37

DISTRIBUTION CHANNEL

45

SWOT ANALYSIS OF BIRLA CORPORATION LIMITED 47 CHAPTER 2 CONCEPTUAL FRAMWORK 49-60

Brand Positioning - Definition and Concept Brand Positioning Strategy Effective Brand Positioning 5 Factors of Brand Positioning Brand Positioning

50 52 57 55

56 57

Competitive Study Among Various Cement Brands

CHAPTER 3 RESEARCH METHODOLOGY CHAPTER 4 ANALYSIS AND INTERPRETATION CHAPTER 5 CONCLUSION AND FINDINGS CHAPTER 6 SUGGESTIONS CHAPTER 7 REFERENCE CITED CHAPTER 8 ANNEXURE

60-63 65-74 76 78 80-82 85-87

HAPTER -

1
INTRODUCTION

10

INTRODUCTION

Cement Industry

Cement Industry originated in India when the first plant commenced production in 1914 at Porbandar, Gujarat. The industry has since been growing at a steady pace, but in the initial stage, particularly during the period before Independence, the growth had been very slow. Since indigenous production was not sufficient to meet the entire domestic demand, the Government had to control its price and distribution statutorily. Large quantities of cement had to be imported for meeting the deficit. The industry was partially decontrolled in 1982 and this gave impetus to its pace of growth. Installed capacity increased to more than double from 27 million tons in 1980-81 to 62 million tons in 1989-90. The cement industry responded positively to liberalization policy and the Government decontrolled the industry fully on 1st March 1989. From 1991 onwards cement industry got the status of a priority industry in schedule III of the industry policy statement, which made it eligible for automatic approval for foreign investment up to 51% and also for technical collaboration on normal terms of payment of royalty.

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After the globalization and liberalization of Indian economy, the cement industry has been growing rapidly at an average rate of 9 percent. The country is now the second largest producer of cement in the world next only to China with a total capacity of 217.80 million tones. Additionally, in the last two decades, the industry has undergone rapid technological up gradation and growth, and now, some of the cement plants in India are comparable to the worlds best operating plants in all respects. Till a few years ago India was importing cement from other countries, as the production could not meet the demand for the whole country. Now the tables have turned as India has started exporting large quantities of cement and clinker to Bangladesh, Nepal, Sri Lanka, Maldives, Mauritius, Africa, Seychelles, Burma, UAE, and Singapore etc. India is today the second largest producer of cement in world with an installed capacity of close to 217.80 million tons per year. 95 % is consumed domestically and only 5% is exported. Demand is growing at more than 10 % per annum. More than 90 % of production comes from large cement plants. There are a total of 146 large and more than 350 small cement manufacturing units in the country. More than 80% of the cement-manufacturing units use modern environment friendly dry process. In the cement industry there are two sectors one consisting of large plants and the other consisting of mini cement plants. A factory with an installed capacity exceeding 2,97,000 tones per annum (900 tons per day) is a large plant and with capacity up to and including 2,97,000 tons is a mini cement plant. At present, there are 146 large plants and about 365 mini cement plants. Since mini cement plants are scattered all over the country with a number of associations representing different types of processes, sizes etc. and some of them are even tiny units, it has not been possible to obtain correct data of this sector. The present installed capacity of large plants is 217.80 million tons and the estimated capacity of mini cement plants is 11.8 million tons. Overview of the performance of the Cement Sector

The Indian cement Industry not only ranks second in the production of cement in the world but also produces quality cement, which meets global standards. However, the industry faces a number of constraints in terms of high cost of power, high railway tariff; high incidence of state and central levies and duties; lack of private and public investment in infrastructure projects; poor quality coal and inadequate growth of related infrastructure like sea and rail transport, ports and bulk terminals. In order to utilize excess capacity available with the cement industry, the government has identified the following thrust areas for increasing demand for cement:

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Housing development programmers & Promotion of concrete highways and roads; Use of ready-mix concrete in large infrastructure projects; Construction of concrete roads in rural areas under Prime Ministers Gram Sadak Yojana.

In India, the different types of cement are manufactured using dry, semi-dry, and wet processes. In the production of Clinker Cement, a lot of energy is required. It is produced by using materials such as limestone, iron oxides, aluminum, and silicon oxides. Among the different kinds of cement produced in India, Portland Pozzolana Cement, Ordinary Portland Cement, and Portland Blast Furnace Slag Cement are the most important because they account for around 99% of the total cement production in India.

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

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

CURRENT SCENARIO The Indian cement industry is the second largest producer of quality cement, which meets global standards. The cement industry comprises 130 large cement plants and more than 300 mini cement plants. The industry's capacity at the end of the year reached 188.97 million tons which was 166.73 million tons at the end of the year 200607. Cement production during April to March 2007-08 was 168.31 million tons as compared to 155.66 million tons during the same period for the year 2006-07.Despatches were 167.67 million tons during April to March 2007- 08 whereas 155.26 during the

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same period. During April-March 2007-08, cement export was 3.65 million tons as compared to 5.89 during the same period. Cement industry in India is currently going through a consolidation phase. Some examples of consolidation in the Indian cement industry are: Gujarat Ambuja taking a stake of 14 per cent in ACC, and taking over DLF Cements and Modi Cement; ACC taking over IDCOL; India Cement taking over Raasi Cement and Sri Vishnu Cement; and Grasim's acquisition of the cement business of L&T, Indian Rayon's cement division, and Sri Digvijay Cements. Foreign cement companies are also picking up stakes in large Indian cement companies. Swiss cement major Holcim has picked up 14.8 per cent of the promoters' stake in Gujarat Ambuja Cements (GACL). Holcim's acquisition has led to the emergence of two major groups in the Indian cement industry, the Holcim-ACC-Gujarat Ambuja Cements combine and the Aditya Birla group through Grasim Industries and Ultratech Cement. Lafarge, the French cement major has acquired the cement plants of Raymond and Tisco. Italy based cement has acquired a stake in the K.K. Birla promoted Zuari Industries' cement plant in Andhra Pradesh, and German cement company Heidelberg Cement has entered into an equal joint-venture agreement with S P Lohia Group controlled Indo-Rama Cement.

Cement Particulars Production Despatches(Including Export) Export Closing Stocks Capacity Utilization (%) Mar-12 16.39 Feb-12 14.73 Mar-11 14.99 2011-10 168.31

(Mn.Ton.) 2009-08 155.66

16.42 0.32 1.07 104

14.79 0.21 1.15 98

15.13 0.45 0.85 108

167.67 3.65

155.26 5.89

96

94

14 TABLE 1.1

During March 2012, Cement production was 16.39 Mn.T, registering a growth of 9.34% as compared to 14.99 Mn.T in March 09. Cement Despatches were 16.42 Mn.T in March 12, showing a growth of 8.53% as compared to 15.13Mn.T in March11

Clinker Particulars Production Sales Export Transfer Closing Stcoks Mar-12 11.88 0.41 0.21 1.55 5.47 Feb-12 10.83 0.29 0.2 1.42 6.09
TABLE 1.2

(Mn.Ton.) Mar-11 11.19 0.27 0.19 1.45 4.41 2010-0 129.69 3.01 2.37 16.16 2008-09 121.75 2.35 3.11 15.58

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

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

FIGURE 1.1

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

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CAPACITYWISE TOP TEN PLAYERS FOR YEAR 2011-2010


COMPANY HOLCIM / ACC / AMBUJA GRASIM / ULTRA TECH CEMENT JAYPEE GROUP. THE INDIAN CEMENTS LTD. SHREE CEMENT CENTURY TEXTILES & INDUSTRIES LTD. BIRLA CORPORATION LTD. MADRAS CEMENTS LTD. LAFARGE INDIA PRIVATE LTD. JK CEMENT
TABLE 1.3

CAPACITY 38.21 36.25 9.93 9.64 9.10 7.80 5.78 5.47 5.47 4.30
(Figures in Mn. Tones)

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The Forms of Cement Produced

FORMS OF CEMENT

FORMS OF CEMENT

PORTLAND POZZOLANA CEMENT

PORTLAND SLAG CEMENT

FIGURE 1.2

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Major players in Indian cement sector

ACC

Lafarge

Gujarat Ambuja Cement/Holcim

Ultratech Cement

India Cements

Century Cements

Jaypee Group Madras Cements

Birla Corporation Limited

FIGURE 1.3

INTRODUCTION OF BIRLA CORPORATION LIMITED

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History of the company The company was founded by Late Shri G.D.Birla and was incorporated on 25 th August 1919, in the name and style of The Birla Jute Manufacturing Company Limited. A man of vision and enterprise, he set up the first Indian Owned Jute Mill near Kolkata which marked not only the birth of the company but also the beginning of the Birla Industrial Group in India. The company grew steadily under his guidance in the earlier years. Thereafter Shri M.P.Birla took over the reins of the company and he helped transform it from a jute mill to a leading multi-product, multi-location corporate with widespread activities. Today, the product range includes cement, jute goods, vinoleum floor covering, auto trims and steel castings. After the demise of Shri M.P.Birla in 1990, Smt.Priyamvada Birla took over as the Chairman of the company and under her Chairmanship; company crossed the Rs.1,000 cores plus turnover mark. After the demise of Smt.Priyamvada Birla on 3rd July 2004, Shri R.S.lodha took over as the chairman of the company and under his Chairmanship, company has attained new heights. The name of the company was changed to Birla Corporation Limited with effect from 27 th October, 1988 to establish the size, image and conglomerate character of the company.

Credit Rating of the Company

Credit Analysis and Research Limited ( CARE ) has assigned CARE AA rating for the company long and medium term facilities of more than one year tenure and PR 1 + ( PR one plus) rating for short term bank facilities , aggregating Rs.500 crores. Further, the rating Committee of CARE has re-affirmed PR 1 + rating and CARE AA rating for short term debt and the proposed long term borrowing programme of the company.

COMPANY PROFILE

Birla Corporation Limited is a multi- product conglomerate. It plays significant roles in the Cement, Jute, PVC floor Covering, Auto Trim and

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Steel casting industries. The concentric around the triangle represents this very multi-dimensional nature. The apex of the triangle is a visual representation of the force that drives the entire corporationthe unifying force in search of excellence.

Late Shri M.P.Birla

Late Smt. Priyamvada Birla

MANAGEMENT The day- to- day management of the company is being looked after by the Chief Executive Officer, Shri B.R.Nahar who is assisted by a team of highly qualified professional persons.
CHAIRMAN ED & CEO

Late Shri R.S. Lodha B.R.Nahar

Shri

Board of Directors
Shri N.K. Kejriwal Smt Nandini Nopany Shri Harsh V. Lodha Shri Pracheta Majumdar Shri Vikram Swarup Shri Anand Bordia Shri B.B. Tandon Shri D.N.Ghosh

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Logo of Birla Corporation Limited

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

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QUALITY CONTROL AND ASSURANCE

In order to ensure quality, effective control has to be exercised throughout the process of production. The control procedures cover all aspects of cement manufacture from quarry operation, handling, mixing and grinding to packing. In order to achieve quality assurance, most of the cement plants have established facilities for sophisticated controls. Some of the important controls introduced in the cement industry as follows:

Computerized mine planning and deposit evaluation to enable optimum use of raw material Online X-ray fluorescence spectrometer for raw material control and raw mix design. Better aided instrumentation and process measurements using X-ray analysis, gas analyzers, temperature and pressure measuring devices, etc. Centralized kiln control system in conjunction with expert control systems for process and operation control. Continuous monitoring of quality in production by plants as well as by the certifying agency, namely, Bureau of Indian Standards (BIS) under compulsory Certification Scheme.

BIS certification is compulsory for all varieties and grades of cement under the Cement (Quality Control) Order, 1962 issued under the Essential Commodities Act, 1955. Since the Indian cement industry recognizes that ISO-9000 quality system is extremely important for quality assurance, reliability and competitiveness, about 45 cement plants have already secured ISO-9000 Certification. The Total Quality Management (TQM) concept has also been adopted by more than 70 cement plants. Besides, some leading companies have acquired TPM (Total Productive Maintenance) accreditation. Some manufacturers are going ahead for world class rating, e.g. WCM (World Class Manufacturing) or ERP (Enterprise Resource Planning) to be at par with Best Practices anywhere in the world. India produces different varieties and grades of cement, namely, Ordinary Portland Cement (OPC) (33,43,53 grades), Portland Pozzolana Cement (PPC), Portland Blast

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Furnace Slag Cement (PBFSC) and many other varieties. Some of these varieties are used for special applications, e.g. blended cement helps in resisting certain chemical agents, sulphate resisting cement can be used in places where concentration of sulphate is more, a low heat cement is used for mass concreting work like dams, barrages and deep foundations. All these varieties of cement have been covered by Indian Standard Specifications.

MISSION & VISION

Mission To achieve international standards of excellence in all aspect of division and diversified business with focus on customer delight through value of product, Services, cost and reduction. To maximize creation for wealth and satisfaction for the stakeholder. To foster a culture of participation and innovation of employee growth and contribution. To cultivate high standards of business ethics and total Quality Management. To provide technology and service through sustained research and development.

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To attain leadership in developing, adopting and assimilating state-of-art technology for competitive advantage. Offered full opportunities and challenges to develop individually enabling career growth. Encouraged to acquire knowledge to meet the challenges of new technologies and business needs in the changing scenario. Educated and guided to inculcate and practice right values as are nurtured by the organization.

Vision A major diversified, transnational, integrated company with leadership and a strong environment conscience playing a national role in cement, Jute, Auto trim, Venolium and public distribution.

OBJECTIVES & OBLIGATIONS Objectives To serve the national interests in the Product and related sectors in accordance and consistent with Government policies. To earn a reasonable ate of on interest. To maximize utilization of the existing facilities in order to improve efficiency and increase productivity.

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To work towards the achievement of self-sufficiency in the field of cement market by setting up adequate capacity and to build up expertise in lying of crude. To further enhance distribution network for providing assured service to customers throughout the country through expansion of reseller network as per Marketing Plan/ Government approval. Obligations

Towards Customers and Dealers: To provide prompt, courteous and efficient service and quality products at fair and reasonable prices. Towards Suppliers: To ensure prompt dealings with integrity, impartiality and courtesy and promote ancillary industries. Towards Employees: Develop their capability and advancement through appropriate training and carrier planning. Towards Community: To develop techno-economically viable and environment friendly products for the benefit of the people.

SUBSIDIRES COMPANY OF THE BIRLA CROPORATION

CEMENT DIVISION:Cement is the primary product of the company and accounts for around 90% of the turnover of the company. The company has seven cement plants at four locations, namely, Satna Cement Works ( SCW ) and Birla Vikas Cement ( BVC ) at Satna (Madhya Pradesh ), Satna Cement Works ( SCW ) and Birla Cement Works ( BCW ) at Satna ( M.P. ), Satna Cement Works ( DCW ) and Durga Hitech Cement ( DHC ) at Satna ( West Bengal ) and Cement Grinding Unit at Raebareli (Uttar Pradesh). The present installed capacity of cement is 58.80 lac metric tones per annum. Location wise details are given here under:-

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STATE

TOWN

UNITS CAPACITY Mill. Ts

M.P. Rajsthan West Bengal Uttar Pradesh

Satna Satna Satna Raebareli

1.55 2.00 1.60 0.63

Location of Cement Plants in India

STATE Madhya Pradesh M.P. West Bengal Uttar Pradesh

TOWN Satna Satna Satna Raebareli


TABLE 1.4

UNITS Satna Cement Works Birla Vikas Cement Birla Cement Works Satna Cement Works Satna Cement Works Durga Hitech Cement Raebareli Grinding unit

CAPACITY : 5.78 Mill. Ts.

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TABLE 1.5

The Product and Brand names are as Follows:

UNITS Birla Cement Works Satna Cement Works Satna Cement Works Birla Vikas Cement Raebareli Grinding Unit Satna Cement Works

PRODUCTS OPC - 43G, 55G, PPC PPC PPC & OPC (43 Gr.)

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

Portland Pozzolana Cement (PPC) Portland Slag Cement (PSC) Portland Pozzolana Cement (PPC)
TABLE 1.6

Durga Hitech Cement

Corporate Social Responsibilities

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Educational Activities

South Point School, Kolkata, West Bengal M.P. Birla Foundation Higher Secondary School, Kolkata, West Bengal M.P. Birla Shiksha Bhawan, Allahabad, Uttar Pradesh M.P. Birla Industrial Training Institute, Rewa, Madhya Pradesh Birlapur Vidyalaya, West Bengal Birla Vikas Vidyalaya, Satna, Madhya Pradesh School at Satna, M.P. Sarada Kanya Vidyapith, Barrackpore, West Bengal M.P. Birla Foundation Veda Sanskrit Pathshala, Bangalore, Karnataka

Medical Activities

Bombay Hospital, Mumbai, Maharashtra Belle Vue Clinic, Kolkata, West Bengal M.P. Birla Medical Research Centre at Birlapur, West Bengal and Satna, Madhya Pradesh Birla Vikas Hospital, Satna, Madhya Pradesh Birlapur Hospital, Birlapur, West Bengal Dispensary at Allahabad, Uttar Pradesh Hindustan Medical Institution at Barrackpore, West Bengal

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Other Philanthropic Activities

M.P. Birla Planetarium, Kolkata, West Bengal Express Dairy, Behala, Kolkata, West Bengal Joka Agricultural & Horticultural Society, Joka, West Bengal

SOCIAL SERVICES

Water Facilities in Satna & Satna. Roads in Satna. Cleanness Campaign with Zilla Parishad in Satna. AWARDS & ACHIEVEMENTSore..
.

CAPEXIL Special Export Award every year, since 1990.

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

ISO 9001-2000(QMS) certification for Birla Cement Works, Satna Cement Works from BVQI, UK.

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

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"Best in Energy Performance" for Satna Cement Works in 1993-94, 1994-95, 1995-961997-98.

"Best improvement in Thermal Energy Performance" recognition from NCB for Birla Cement Works in 1992-93 and Satna Cement Works in 1993-94.

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

"Excellence in Improving Machinery Health Condition" in 1997.

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

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

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BIRLA CEMENT WORKS Satna, Satna (M.P.) (Unit of M/s. BIRLA CORPORATION LIMITED)

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

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BCW was the 1st cement plant in the country to install Electrostatic Precipitator (ECPs) in order to control the dust emission. To further improving the efficiency of ESPs, 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 ESPs & 57 bag dust collectors are functioning efficiently to control and maintain the emission levels well below the air pollution control act.

BCW & SCWS 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.

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Safety In order to have control overall accidents and serious / fatal accidents within the plants, the each and every employees of the organization is familiar with the thinking and objectives of the organization and support the safety programme. To prevent accident, we have included the safety programme like investigation & analysis of all serious and fatal accidents, recommendations / remedial measures to prevent similar accidents and we also included the near miss situation / accidents in our safety programme. The regular safety inspection is being conducted in the plant to identify unsafe conditions and unsafe practices, which lead to accidents. Awareness and training programmes are being conducted to develop correct attitudes towards safety. A safety booklet in Hindi was published giving information of safety rules and regulation and distributed to the all employees including the contractors workmen. System, Methods and Instructions has been prepared for the safety related activities in the plants. Maintaining all statutory requirements as per The Factories Act. Fire hydrant As a part of regular activity safety department organized various competitions like slogan, poster, declamation etc. with regards to safety for employees. Safety week and safety day are celebrated with great zeal. Several employees are awarded on the occasion. Environment External environment audits through certifying agencies were conducted and various environmental initiatives including environmental monitoring were implemented to maintain the ecological balance in and around the plant & mining premises. The statutory requirements relating to various environmental legislations and environment protection were duly compiled with, beside several voluntary initiatives such as background concentration assessment. Water management studies of the district and mass environmental awareness programmes are being conducted.

Facilities Provides By BCW & SCW

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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

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AWARDS

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

S. NO. 1. 2. 3. 4. 5.

Name of Award

Awarding Institute

ISO 9001 : 2000 Certification IS / ISO : 14001 Certification Best Productivity Award Best improvement in Thermal Energy Performance Best improvement in Energy Performance

BVQI, UK in 2002 to BCW & SCW BIS, New Delhi in 2002 to BCW & SCW NPC to SCW in 1989-90 & again in 1993-94 NCB to BCW in 1992-93 NCB to BCW in 1992-93

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6. 7.

Bhama Shah Award for Educational Activities Excellent award for Maintaining Health Condition of Machinery Merit Award

Government of M.P. to BCW in 199697 IIT, Chennai & Vibration Engineers Consultants (P) Ltd. to BCW & SCW in 1996-97 VEC (P) Ltd., Chennai for sustained implementation of condition monitoring and continued machine health improvement in 2001. Central Board for Workers Education, Udaipur, Ministry of Labour, Government of India to BCW & SCW in 1998-99 and again in 2001-02 Regional Training Centre (North), Nimbahera in 1998-99, 2000-01 & 2001-02. DGMS, Udaipur 1995(1), 1996(2), 1997(1), 1998(3), 1999(4), 2000(2), 2001(5) & 2002(3).

8.

9.

Workers Education Trophy

10.

Best Supporting Core Plant

11. Awards to Captive Mines (Safety Week celebration in Udaipur region) 12. Best Income Tax Payee (TDS) Award

Income Tax Department, range to BCW in 1996-97


TABLE 1.7

Udaipur

37

PRODUCT PROFILE

Definition of Cement:

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

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

History of Cement Joseph aspedene discovered cement in 1824. Materials used were- lime, Brick, Bed, Volcanic, lava, water & ash.

38

1897 wet process KILAN came in existence DRY-PROCESS.

Types of Cement

1. BIS covers 14 types of cement. 2. 9s are the commercially produced in India. 3. Major Cements are OPC, PPS, & PSC.

Different types of cement that are produced in India are

Ordinary Portland cement (OPC): OPC, popularly known as grey cement, has 95 per cent clinker and 5 percent gypsum and other materials. It accounts for 70 per cent of the total consumption. Portland Pozzolana Cement (PPC): PPC has 80 per cent clinker, 15 per cent pozzolana and 5 per cent gypsum and accounts for 18 per cent of the total cement consumption. It is manufactured because it uses fly ash/burnt clay/coal waste as the main ingredient. White Cement: White cement is basically OPC - clinker using fuel oil (instead of coal) with iron oxide content below 0.4 per cent to ensure whiteness. A special cooling technique is used in its production. It is used to enhance aesthetic value in tiles and flooring. White cement is much more expensive than grey cement. Portland Blast Furnace Slag Cement (PBFSC): PBFSC consists of 45 per cent clinker, 50 per cent blast furnace slag and 5 per cent gypsum and accounts for 10 per cent of the total cement consumed. It has a heat of

39

hydration even lower than PPC and is generally used in the construction of dams and similar massive constructions. Specialized Cement: Oil Well Cement is made from clinker with special additives to prevent any porosity. Rapid Hardening Portland cement: Rapid Hardening Portland Cement is similar to OPC, except that it is ground much finer, so that on casting, the compressible strength increases rapidly. Water Proof Cement: Water Proof Cement is similar to OPC, with a small portion of calcium stearate or nonsaponifibale oil to impart waterproofing properties.

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

Manufacturing Process Of Cement

40

FIGURE 1.4

PROCESS FLOW-DIAGRAM

Mining

Crushing

Limestone Transportation

Limestone Stock Pile

41

Cement Storage

Cement Grinding

Silo Processing

Raw Grinding

Cement Packing

Fuel Grinding

FIGURE 1.5

Manufacturing Process

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

42

temperature and finally clinker emerges out of it. This clinker is transported through a conveyor into a storage Silo from where it taken out through vibratory feeders & fed into the open circuit cement grinding mill hoppers. Grinding The grinding of clinker with gypsum is done in cement mill. It is basically have where the grade of cement is controlled gypsum is added to increase the setting time of the cement. Then cement is than stored for some time.

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

PRODUCTS OF BCW & SCW

CEMENT

OPC

PPC

SRC

33 Grades

1.6 43 Grades FIGURE 53 Grades

Storage of Cement

43

Storage Time Fresh 3 Month 6 Month 12 Month 24 Month

Compressive Strength 100% 80% 72% 60% 46%

TABLE 4.1

Standard requirement of various Raw Materials

Particular OPC Clinker - Limestone - Iron Ore

Standard requirement

92-93% 02-03%

44

- Gypsum PPC Clinker Gypsum Fly ash


TABLE 4.2

05%

70% 05% 25%

Method of cement storage

1. All windows & doors are closed and weather & Moisture must not affect to the cement. 2. Distance of stacking bags should be 1 feet from wall & 2 feet from ceiling. 3. In one stacking put only max. 15 cement bags. 4. Use of cement bags FIFO system. 5. Put the cement bags on wooden-plates & than cover by the plastics-sheets.

45

DISTRIBUTION CHANNEL

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

Company

Stockiest

Direct Selling To

Retailer

Various Govt. Contracts


FIGURE 1.7

46

SWOT ANALYSIS OF BIRLA CORPORATION LIMITED

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

2. Government initiative in the infrastructure sector such as the commencement of the second phase of the National Highway Development project, freight carriers, rural roads and development of the housing sector, are likely to be the main drivers of growth.

3. Measures initiated by the Government towards public-private partnership for removing bottleneck in the development of infrastructure in the country, augurs well for the industry.

4. In the coming few years the demand for the cement will increase which will be booming news for cement manufactures.

5. For the purpose of the packing of essential item, jute products which are environment friendly and biodegradable characteristic are considered as best option.

47

Weaknesses 1. High capital cost and investment cost for each and every project.

2. The complex Excise Duty structure based on the category of buyer and end use of the cement has caused at lot of confusion in the industry.

3. The recent ban on export of cement clinker would increase the availability of cement in the domestic market, which in turn would put pressure on cement prices.

4. The major concern for the industry are :

Continuous increase in labour cost. Shortage of skilled labourers. Appreciation of rupees against foreign currencies. Procuring of limestone mines at economical price an entry barrier. Opportunities

1. Adequate support from the Government is very essential to promote business activities.

2. Increase in the production and sell of cement at different plants have increased the turnover of the company.

3. It would be in the interest of both the government and the industry to work together with aim to streamline the indirect tax regime and keep the prices of the inputs such as coal under control so that the cement price can be maintained at reasonable levels.

48

4. Despite slightly lower economic growth, the construction and infrastructure sector is expected to record healthy growth, which augurs well for cement industry.

5. The modernization, productivity improvement and cost control measures will improve the performance of the division in times to come.

Threats The recent moves by the Central Government in making the import of the cement total duty free, is a cause of for the Indian cement industry.

Further recent changes in the Central Excise Duty structure by way of introduction of multiple slabs of Excise Duty is also a cause of worry for the industry.

Almost all the major players in the industry have announced substantial increase in the capacity and the possibility of over supply situation cannot be ruled out.

Increased railway freight, coal prices and dispatch bottlenecks on account of truck Loading restrictions imposed by various State Governments

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

49

HAPTER -

2
CONCEPTUAL

50

FRAMEWORK
Developing Marketing Strategy by Knowing Brand-Position of BCW/SCW Product- 2009 for Birla Cement Works
Brand Positioning - Definition and Concept Brand positioning refers to target consumers reason to buy your brand in preference to others. It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brands benefits/reasons to buy; and it focuses at all points of contact with the consumer. Brand positioning must make sure that:

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

51

In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customers views and opinions. Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customers mind. For instance-Kotak Mahindra positions itself in the customers mind as one entity- Kotak which can provide customized and one-stop solution for all their financial services needs. It has an unaided top of mind recall. It intends to stay with the proposition of Think Investments, Think Kotak. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt.

52

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

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

FIGURE 2.1

53

Defining Values and Principle

You already know how to do this Your values and principle are part of your Org and Brand drivers!!! Keller calls principle Brand Mantra Your Values, Principle, and position all are related NOTE: Keller says that associations are values, but we have a stricter definition of associations from the IBM.

Brand Positioning Strategy

Brand positioning is an essential element of a winning branding strategy. Positioning simply refers to how your product or service is viewed in the minds of prospects and customers relative to other products or services available in your niche. The term positioning has two connotations: a vertical and a horizontal one. In terms of the vertical connotation, the term refers to the order in which your product ranks relative to the products of your competitors in the minds of your customers in your industry niche. (For example, which product comes to mind first when I say the word cola?) In terms of the horizontal connotation, the term refers to the qualities and attributes your product represents in the mind of your customers, again relative to your competitors. While you cannot directly control the ranking that your product or service enjoys in the minds of your customers, you can influence how you position the product in terms of qualities and attributes. That is, by properly positioning your product relative to your competitors in the minds of your customers, you will have much more control over how your brand is perceived in the marketplace. You will then effectively have a guide or map for how to execute your branding strategy.

54

Effective Brand Positioning

No matter how long youve been in business, chances are good that you are engaged in developing and promoting your brand positioning strategy. Youll invest plenty of time in the process of evaluating your products or services in terms of market share, sales and customer base and comparing this information to that of your competitors. Youll work to determine how your customers perceive your business and its major offerings and use the detailed findings to establish your business at the proper place within that all important target market. Your business position within the target market will determine your businesss degree of success. If you think you can maneuver into a more profitable place, do so by adjusting your products or services to more closely match the desired position (known as repositioning), or pursue strategies that change customer perception of the products and services offered by your competitors (de-positioning). Here are some strategic tips that can help you to be as effective as possible during your brand positioning process: 1. Understand brand positioning as fully as you can, especially in the way that it directly affects your business. Businesses, especially smaller ones, are very diverse in their needs and offerings, and it might take quite a bit of effort to even be sure that you are positioning yourself within the correct market. Look closely at the businesses sharing your pool of regular customers, their purchasing patterns and the roles that your business plays in their everyday lives. 2. Develop the most efficient method possible for gathering customer information. Remember that youre trying to get inside their heads and back out again with an unvarnished look at how they see your business in terms of the benefit that it provides for them. You might consider questionnaires, phone surveys or online surveys and offer a small bonus to compensate customers for their valuable time.

55

3. Determine which of your products and/or services are the most popular or powerful, so that you can use them to build on or adjust your overall positioning strategy. 4. Rank all of your products and/or services in terms of positive customer review and in relation to those of your competitors.

5. List the most popular group of attributes that describe your business and products from the viewpoints of your customers and combine them to reach your ideal vector the position in your target market from where your business can operate at the highest possible level of strength. 6. Product-based businesses can complete the positioning process more easily than service based businesses. After all, your customers can see, touch and watch demonstrations of your products to see how they work and visualize their benefits. Here are some hints for exploring how customers perceive your business and its services: Create simulations, descriptions or case studies showing proven results. Find out how customers view your services in terms of value, results and convenience. 7. Regardless of your business type, take the information about customer perception that youve gathered, determine your top benefits and attributes and use them to determine your current positioning and how far that point is from your ideal vector in the marketplace. 8. Decide whether you are satisfied with the current positioning of your business, or whether you need to change your strategy. Consider your target market and decide if your business is positioned in such a manner that it maximizes every opportunity for visibility in that market. Finally, keep in mind that positioning can be either an active or passive process. If you choose not to fully engage in it it will still take place. Dont give up the valuable opportunity to monitor and influence the process and increase profitability 5 Factors of Brand Positioning

56

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

In order to Position a Brand

You must decide Who the Target Consumer is Who your main competitors are How the Brand is similar to your competitors How the Brand is different from your competitors Where do you get this information?

Your BRAND INVENTORY!!

Brand Positioning

57

A good brand positioning help guide marketing strategy by clarifying the brands essence but goals it help the consumer achieve and how it does so in a unique way. The result of the positioning is the successful creation of a customer focused value proposition, a cogent reason why the target market should buy the product. Birla Corporation Ltd. (Cement Division) introduce their new product, SAMRAT, with the value proposition of "Aajya kal majboot har pal" with PPC (Portland Pozolona Cement) instead of OPC (Ordinary Portland Cement) main features of
SAMRAT is-

Corrosion Resistant Work ability Sulphate resistant Low heat of hydration Durability Less use of water Seepage Resistant Low Cracks in RCC Fineness Mass Concrete

Competitive Frame of Reference A starting point in defining a competitive frame of reference for a brand positioning is to determine Category Membership- the products with which a brand competes and which function as close substitute.

58

Points of Parity and Point of Difference Once the competitive frame of reference for positioning has been fixed by defining the customer target market and nature of competition, marketers can define the appropriate points-of-difference and point-of-parity associations.

Point-Of-Difference POD's are attributes or benefits consumer strongly associates with a brand, positively evaluated, and believe that they could not find the same extant with a competitive brand. Strong, favorable and unique brand associations that make up POD.

Point-of-Parity POP's on the other hand, are associations that are not necessarily unique to the brand but may in fact be shared with other brands. These types of associations come in two basic forms:
1. Category 2. Competitive

Category POP's are associations consumers view as essential to be a legitimate and credible offering within a certain product or service category. Competitive POP's are associations designed to negate competitors' points-of-difference.

59

Choosing POP's and POD's POP are driven by the needs of category membership (to create categ POP's) and the necessity of negating competitors POD's (to create competitive POP's) These are three key consumer desirability criteria for POD's1. Relevance 2. Distinctiveness 3. Believability

There are three key deliverability criteria


1. Feasibility 2. Communicability 3. Sustainability

Competitive Study Among Various Cement Brands

60

ABOUT THE PROJECT :The project contains various questions. These questions are designed to analyses the various dealer behavior towards the Best Cement Brand in SATNA Project includes whole study of cement market & questionnaire. By help of this survey we know that which cement company best according to a various attributes of cement which company provides best sales promotion strategy, which company media is more effective in present market which company best in quality ,color ,supply T.C.S. etc. are know by this survey.
MAJOR ISSUE :-

The study basically draws attention towards the perceptional attributes of the various dealer and which factor influence to dealer. Major issue is to knowing cement market where we stand & what the reason behind lacking is & trying to come out with best result which helpful to company growth.
ABOUT QUESTIONNAIRE : -

The questionnaire consists of 13 questions. All these questions are related to know the position of different brands prevailing in the market and dealers satisfaction level. This questionnaire is also helpful in knowing the market potential of SATNA. It is also helpful in knowing where our company stands in market.

Analysis of questionnaire below: 1. Brands available in SATNA district.

61

2. Market share of companies. 3. Brand leader in district. 4. Suggestions to increase the goodwill. 5. Effective media for advertising. 6. Brand image of Birla Cement. 7. Effectiveness of T.C.S. of Birla Cement. 8. Timely delivery of Birla Cement.

62

HAPTER -

3
RESEARCH

63

METHODOLOGY
RESEARCH METHODOLOGY
Statement of problem: Objective of Research:The purpose of research is to discover answer to question through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden & which has not been discovered yet.

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

To study the brand positioning of Birla Samrat in the market. To compare the major cement brands in terms of Price, Preference, Quality, Packing and Color. To compare the advertisement strategy of the various cement brands.

64

Research Methodology

Project Research Type Data Sources Research Approach Research Instrument Data Analysis Sampling Procedure Sample Size Geographical Coverage Duration of the Survey

Descriptive Research Primary Data , Secondary Data Survey Method Questionnaire percent age analysis Random Sampling 100 Respondents SATNA

TABLE 3.1

65

C 4

HAPTER -

66

ANALYSIS & INTERPRETATIO


N
1. Preferences Collected from Various Cement Dealers
Company Pref. Birla Samrat Jp cement Prism cement Acc cement TOTAL 40 30 20 10 100

67

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

68

2. Quality Collected From Various Cement Dealers


Company Quality

Birla Samrat Jp cement Prism cement Acc cement TOTAL

30 30 20 20 100

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

69

3. Packing Quality Collected From Various Cement Dealers


Company Packing Quality

Birla Samrat Jp cement Prism cement Acc cement TOTAL

36 24 26 14 100

70

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

4. Colour Collected From Various Cement Dealers

71

Company

Color

Birla Samrat Jp cement Prism cement Acc cement TOTAL

40 20 20 20 100

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

72

5. Availability Collected From Various Cement Dealers


Company Availability

Birla Samrat Jp cement Prism cement Acc cement TOTAL

27 23 25 25 100

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

73

6. Price Collected From Various Cement Dealers

74

Company

Price

Birla Samrat Jp cement Prism cement Acc cement TOTAL

28 28 24 20 100

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

75

7. Technical Services Collected From Various Cement Dealers


Company Technical Services

Birla Samrat Jp cement Prism cement Acc cement TOTAL

32 30 20 18 100

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

76

8. Sales Promotion Collected From Various Cement Dealers

77

Company

Sales Promotion

Birla Samrat Jp cement Prism cement Acc cement TOTAL

30 40 17 13 100

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

78

9. Brand Name Collected From Various Cement Dealers


Company Brand Name

Birla Samrat Jp cement Prism cement Acc cement TOTAL

40 30 20 10 100

79

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

10. Advertisement Collected From Various Cement Dealers

80

Company Advert.

Birla Samrat cement Jp cement Prism cement Acc cement TOTAL

30

40 20 10 100

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

81

C 5

HAPTER

82

CONCLUSIONS & FINDINGS


FINDINGS & CONCLUSIONS
It can be concluded from the study through model Birla Cement has a good brand image in the dealers mind in SATNA. It is not easily available on demand which places the company at the disadvantage which compared with lack vendors. This problem which can be improved by the strength and the distribution network of Birla Cement Works & Supply. Dealers are of the opinion that among all the media television is the most powerful media followed by the hoarding and wall painting which every common man can see. So company should have to utilize then as much as possible.

83

I found company is poor in providing services such as timely small deliveries regular visits and gift items etc.

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

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

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

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

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

It was found that company is lacking in Supply.

As far as Brand-Name is concern in SATNA, Company is on 1 st Rank despite of Very popular brand like JP,PRISM , ACC

84

HAPTER

6
SUGGESTIONS

85

SUGGESTIONS

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

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

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

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

As we all know infrastructure sector is growing rapidly so company improve supply to capture maximum market share.

86

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

Company conducts society welfare programs in rural area. So that company creates good brand image among people.

By giving some gifts and best wishes cards to the customer that your buying decision is very good. Company can improve sales and brand loyalty.

Company should organize seminars, conferences, Manson meetings and dealers meet to promote sales quarterly.

87

HAPTER

88

REFERENCES CITED

REFERENCES CITED

89

References

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

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Johansson, J. K. and Thorelli, H. B. (1990) International Product Positioning, In Thorelli, H. B. and Cavusgil, S. T. (eds.) International Marketing Strategy, New York: Pergamon Press (3rd edn), 471-485. Kotler, P. (2000) Marketing Management, (Millennium Ed), Upper Saddle River, NJ: Prentice-Hall. Muhlbacher, H., Dreher, A. and Gabriel-Ritter, A. (1991) MIPS-Managing Industrial Positioning Strategies, Industrial Marketing Management, 23, 287-297. Park, C. W., Jaworski, B. J. and McLnnes, D. (1986) Strategic Brand Concept-Image Management, Journal of Marketing, 50 (October), 135-145.

News Papers

Times of India Hindustan Times Economic Times

Web Based References


http://www.birlacorporation.comhttp://www.bcw.com http://www.birlacementworks.com http://www.cma.com http://www.amzon.com

91

http://www.wikipedia.com http://www.answer.com

92

HAPTER

93

ANNEXURE

94

Questionnaire

BRAND-POSITIONING OF BIRLA SAMRAT CHETAK CEMENT

Name :Address:Telephone No:(M)

1.

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

2.

According to your Preference the cement companies.


(A) Birla Samrat Cement (B) JP Cement (C) PRISM Cement ( ) (D) ACC Cement ( )

( ) ( )

3.

the cement companies according to their Quality.


(A) Birla Samrat Cement (B) JP Cement (C) PRISM Cement ( ) (D) ACC Cement ( )

( ) ( )

4.

Which cement company has good Packing Quality?


(A) Birla Samrat Cement (B) JP Cement (C) PRISM Cement ( ) (D) ACC Cement ( )

( ) ( )

5.

The Color of which cement companies customer like the most.


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

95 (B) JP Cement (C) PRISM Cement ( ) ( )

6.

Cement of which company is always available in the market.


(A) Birla Samrat Cement (B) JP Cement (C) PRISM Cement ( ) (D) ACC Cement ( )

( ) ( )

7.

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

( ) ( )

8.

Which cement company provides Technical Services regularly?


(A) Birla Samrat Cement (B) JP Cement (C) PRISM Cement ( ) (D) ACC Cement ( )

( ) ( )

9.

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

( ) ( )

10.

Rank the cement companies on the basis of Brand Image.


(A) Birla Samrat Cement (B) JP Cement (C) PRISM Cement ( ) (D) ACC Cement ( )

( ) ( )

11.

The Advertisement of which cement companies attract you.


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

( )

96 (C) PRISM Cement ( )

12.

Cause of taking Dealership.

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