A PROJECT REPORT ON
A Study on Brand Positioning of Birla Cement with Special Reference to Bhilwara At Birla Corporation Limited Chanderia, Chittorgarh Rajasthan (India)
FOR THE PARTIAL FULFILLMENT OF “MASTERES IN BUSINESS ADMINISTRATION” 2008-2010
SUBMITTED TO: Mr. VIBHOR PALIWAL H Mr. RAHUL JAIN
SUBMITTED BY: AMIT GHAWARI
Vision School of Management (Affiliated to Rajasthan Technical University Kota AICTE Approved) E-Mail :
[email protected] Website : visionmanagement.org
DECLARATION
I, AMIT GHAWARI, hereby declare that the project report entitled” “A Project on D.S. SHARMA SHARMA submitte Brand Positioning” under under the guidan guidance ce of Mr. D.S. submitted d in Master of parti partiall ally y fulfil fulfillme lment nt of the requir requireme ement nt for the award award of degre degreee of Master Busines Businesss Admini Administr strati ation on to Rajast Rajasthan han
Techni Tec hnical cal Universi University, ty, Kota is my
original work - research study - carried out during 18th May, 2009 to 26th June, 2009 and not submitted for the award of any degree, diploma, fellowship or other
similar titles or prizes to any other institution/organization or university by any other person.
Date :
/ / 09
Place: Chittorgarh
(VIBHOR PALIWAL)
SIGNATURE (AMIT GHAWARI)
(RAHUL JAIN)
PREFACE
Founded in 1919 by the visionary industrialist, Shri G.D. Birla, at the outskirts of the then Calcutta. Birla Manufacturing Company Ltd. was the first company of Birla industrial conglomerate. Under the stewardship of his nephew, Shri M.P. Birla, the company diversified and expanded its business interest beyond cement, jute, PVC goods, steel casting and auto trims. Birla Corporation Limited is the flagship company of M.P. Birla group. It has variety in its basket. The core business of Birla Corporation limited is cement, generating 93% of the revenue for the company, 6% jute and 1% from other sectors. “KNOWIN WING G BRAND BRAND POSIT POSITIO IONIN NING G OF BIRLA BIRLA The The proj projec ectt enti entitl tled ed “KNO SAMRAT SAMRAT CEMENT CEMENT IN BHILWAR BHILWARA A MARKET MARKET.” .” The The term term of stud study y was was kept kept limi limite ted d to make make the the titl titlee true true.. The The focu focuss of the the repo report rt is to get get the the crys crysta tall clea clear r understanding of the Brand positioning of Birla Samrat Cement in Rajasthan. Particularly in Bhilwara owing the status of heart of Rajasthan. With the growing Indian economy and the government policies for infrastructure the demand for cement is increasing and seeing this as an opportunity we are under taking many new projects for expansion of the production which are under implementation for increasing the capacity of the plants. Brand position has been taken into the consideration by two ways – overall study of the whole Birla Market & by Doing Survey of whole cement market of above mentioned two cities.
The project contains the basic things which are necessary for knowing BrandPositioning of Company. Firstly is the Market Research is done by me in Bhilwara by Taking Taking SIX major major Brands Brands Birla Birla Samrat Samrat Cement Cement,, Ambuja Ambuja Cement Cement,, Ultrat Ultratech ech Cement, Binani Cement, Cement, J.K. Laxmi Laxmi Cement & Shree Cement. Data collected by me only from Dealers .After data collection Research Methodology is done & find out the Brand-Positioning of cement in Bhilwara. In a nut-shell after the completion of my Brief & Vast report on the crucial subject matter of “Knowing the Brand-Position of Birla Corporation Limited”. I in my long lasting view has brought an eternal light towards “Findings, Suggestions & Constraints” regarding the Brand Position of the Birla Corporation which can play a vital role in taking it to the heights of the Success & goodwill to capture a good market share in this Neck-To-Neck Competition Creating hyper tension.
ACKNOWLEDGEMENT
Words are indeed inadequate to convey my deep sense of gratitude to all those who have helped me in completing my summer project to the best of my ability. Being a part of this project has certainly been a unique and a very productive experience on my part. I am really thankful to Mr. D.S. Sharma (G.M. Maketing) for making all kinds of arrangements to carry the project successfully and for guiding and helping me to solve all kinds of quarries regarding the project work. His systematic way of working and in comparable guidance has inspired the pace of the project to a great extent. I would also like to thank my mentor and project – coordinator, Mr. Mukesh Dad (Assistant Manager Marketing TCS) for assigning me a project of such a great learning experience and acquainting me with real life project financing and appraisal. This project also would not have been successful without the help of Dr. S. K. Jain (Dy. G.M. HRD). Last but not least I would like to thank all the employees of Birla Corporation Ltd. who have directly or indirectly helped me with their moral support for the completion of my project. I express my deep sense of gratitude to Dr. A.L. Jain (Director of Vision School of Management, Chittorgarh) for his valuable guidance during my report work. I also Dr. Sn Sneh ehal al Mahe Mahesh shka karr, Mr.Vibhor Mr.Vibhor Paliwal Paliwal, grea greatf tful ul to all all Facu Facult lty y memb member erss Dr. Mrs.Pratibha Pagaria, Miss. Shobhika Tyagi, Mr. Rahul Jain and Staff members Mr. Purshottam Dashora, Mr. Rastraverdhan who guided me in my project.
AMIT GHAWARI Vision School of Management Chittorgarh
EXECUTIVE SUMMARY
This project report is prepared as the partial fulfillment of two year degree programme of MBA curriculum curriculum of Rajastha Rajasthan n Technical Technical University University,, Kota. Kota. This Research Research project project is a compulsory part of the academics. This research is done in the Third semester 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 Bhilwara 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 Prod Produc ucti tion on & cons consum umpt ptio ion, n, Birl Birlaa Corp Corpor orat atio ion n hist histor ory, y, subs subsid idia iari ries es companies, types of cement, manufacturing process of cement, standard requirement of raw material, distribution channel & SWOT analysis. Chapter 2 : Definitio Definition n & concept concept of brand positioning, positioning, brand positionin positioning g strategy, strategy, competitive study among various cement brands. Chapter 3 : Research methodology, objective of research. Chapter 4 : Analysis & interpretation of collect data’s. Chapter 5 : Findings & conclusions Chapter 6 : Suggestions Chapter 7 : References cited Chapter 8 : Annexure
This report is an honest work towards the topic. There can be many short comings in it because of the lack of the time, unavailability of data and other constraints.
TABLE OF CONTENT
CONTENTS
PAGE NO.
CERTIFICATE
l
DECLARATION
ll
PREFACE
lll
ACKNOWLEDGEMENT
lV
EXECUTIVE SUMMARY Chapter 1 : INTRODUCTION OF BIRLA CEMENT
V
♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦
Current Scenario in India
3
Growth in Production & Consumption
5
Top Ten Players in Cement Industry
6
♦ ♦ ♦
Brand Positioning - Definition and Concept
32-33
Brand Positioning Strategy
34-39
History & Company profile
8-12
Subsidiaries Company
13-14
Corporate Social Responsibility
15-16
History of BCW & CCW
17-20
Awards
21
Cement
22-23
Manufacturing Process of Cement
24-27
Standard Requirement of Raw Material
28
Distribution Channel
29
SWOT Analysis Chapter 2 : CONCEPTUAL FRAMEWORK
Competitive Study Among Various Cement Brands Chapter 3 : RESEARCH METHODOLOGY METHODOLOGY
♦
Objective of Research Chapter 4 : ANALYSIS & INTERPRETATION
30-31
40 41 42-52
Chapter 5 : FINDINGS & CONCLUSIONS
53
Chapter 6 : SUGGESTIONS
54
Chapter 7 : REFERENCES CITED
55-56
Chapter 8 : ANNEXURE
57-59
LIST OF TABLES CONTENTS
PAGE NO.
Chapter 1 : INTRODUCTION OF BIRLA CEMENT
♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦
TABLE 1.1 Current Scenario of Cement
4
TABLE 1.2 Current Scenario of Clinker
4
TABLE 1.3 Capacity wise Top 10 Players for year 2007-2008
6
TABLE 1.4 Location of Cement Plants in India
13
TABLE 1.5 Unit Capacity of Cement Plant in India
14
TABLE 1.6 Product and Brand names of Various Plants
16
TABLE 1.7 Department & Heads of Department
20
TABLE 1.8 Awards
21
TABLE 1.9 Storage of Cement
27
TABLE 1.10 Standard Requirement of Various Raw Materials Chapter 3 : RESEARCH METHODOLOGY METHODOLOGY
♦
TABLE 3.1 Research Methodology Chapter 4 : ANALYSIS & INTERPRETATION
♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦
28 41
TABLE 4.1 Total of the score given by the Respondents
42
TABLE 4.2 Overall rank for the Attributes only
42
TABLE 4.3 Overall rank of the Companies
42
TABLE 4.4 No. of Forms of Various Companies
43
TABLE 4.5 Preferences Collected from Various Cement Dealers
43
TABLE 4.6 Quality Collected From Various Cement Dealers
44
TABLE 4.7 Packing Quality Collected From Various Cement Dealers
44
TABLE 4.8 Colour Collected From Various Cement Dealers
45
TABLE 4.9 Availability Collected From Various Cement De alers
45
TABLE 4.10 Price Collected From Various Cement Dealers
46
TABLE 4.11 Tech. Services Collected From Various Cement Dealers
46
TABLE 4.12 Sales Pro. Collected From Various Cement Dealers
47
TABLE 4.13 Brand Name Collected From Various Cement Dealers
47
TABLE 4.14 Advertisement Collected From Various Cement Dealers
48
TABLE 4.15 Total Score In Percentage Company Wise
49
TABLE 4.16 Rank The Attribute Which Contributes Brand Positioning
51
TABLE 4.17 Results After Calculating Weighted Average Method
52
LIST OF FIGURES
CONTENTS
PAGE NO.
Chapter 1 : INTRODUCTION OF CEMENT INDUSTRY FIGURE 1.1 Growth in Cement Production 2006-07-08
5
FIGURE 1.2 The Forms of Cement Produced
7
FIGURE 1.3 Major Players in Indian Cement Sector
7
FIGURE 1.4 Manufacturing Process of Cement
24
FIGURE 1.5 Process Flow Diagram
25
FIGURE 1.6 Products of BCW & CCW
27
FIGURE 1.7 Distribution Channel Chapter 2 : CONCEPTUAL FRAMEWORK
29
♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦
FIGURE 2.1 Vision , Mission , Values of Brand Positioning Chapter 4 : ANALYSIS & INTERPRETATION
♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦
33
FIGURE 4.1 No. of Forms of Took During Survey
43
FIGURE 4.2 Preferences Collected from Various Cement Dealers
43
FIGURE 4.3 Quality Collected From Various Cement Dealers
44
FIGURE 4.4 Packing Quality Collected From Various Cement Dealers
44
FIGURE 4.5 Colour Collected From Various Cement Dealers
45
FIGURE 4.6 Availability Collected From Various Cement Dealers
45
FIGURE 4.7 Price Collected From Various Cement Dealers
46
FIGURE 4.8 Tech. Services Collected From Various Cement Dealers
46
FIGURE 4.9 Sales Promotion Collected From Various Cement Dealers
47
FIGURE 4.10 Brand Name Collected From Various Cement Dealers
47
FIGURE 4.11 Advertisement Collected From Various Cement Dealers
48
FIGURE 4.12 Total Score in Percentage Company Wise
49
FIGURE 4.13 Results After Calculating Weighted Average Method
52
C
HAPTER -
1 INTRODUCTION
INTRODUCTION
Cement Industry Ceme Cement nt Indust Industry ry orig origin inat ated ed in India India when when the the firs firstt plan plantt comm commen ence ced d production production in 1914 at Porbandar, 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 The ceme cement nt indu indust stry ry resp respon onde ded d posi positi tive vely ly to libe libera rali liza zati tion on poli policy cy and and the 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. 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 cementmanufacturing 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 infr infras astr truc uctu ture re proj projec ects ts;; poor poor qual qualit ity y coal coal and and inad inadeq equa uate te grow growth th of rela relate ted d 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: •
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 produced by using materials materials such such as limes limeston tone, e, iron iron oxides oxides,, alumin aluminum, um, and silico silicon n 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 Cement produc productio tion n during during April April to March March 2007-0 2007-08 8 was 168.31 million million tons 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 same same period period.. During During AprilApril-Mar March ch 2007-0 2007-08, 8, cement cement export export was was 3.65 3.65 millio million n tons tons as compared to 5.89 during the same period.
Cement Cement indust industry ry in India India is curren currently tly going going throug through h a consol consolida idatio tion n phase phase.. Some 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 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 Zuar Zuarii Indu Indust stri ries es'' ceme cement nt plan plantt in Andh Andhra ra Prad Prades esh, h, and and Germ German an ceme cement nt comp compan any y
Heidelberg Cement has entered into an equal joint-venture agreement with S P Lohia Group controlled Indo-Rama Cement.
Cement
(Mn.Ton.)
Particulars
Mar-08
Feb-08
Mar-07
2007-08
2006-07
Production
16.39
14.73
14.99
168.31
155.66
Despatches(Including Export)
16.42
14.79
15.13
167.67
155.26
Export
0.32
0.21
0.45
3.65
5.89
Closing Stocks
1.07
1.15
0.85
Capacity Utilization (%)
104
98
108
96
94
TABLE 1.1
During March 08, Cement production was 16.39 Mn.T, registering a growth of 9.34% as compared to 14.99 Mn.T in March 07. Cement Despatches were 16.42 Mn.T in March 08, showing a growth of 8.53% as compared to 15.13Mn.T in March 07
Clinker
(Mn.Ton.)
Particulars
Mar-08
Feb-08
Mar-07
2007-08
2006-07
Production
11.88
10.83
11.19
129.69
121.75
Sales
0.41
0.29
0.27
3.01
2.35
Export
0.21
0.2
0.19
2.37
3.11
Transfer
1.55
1.42
1.45
16.16
15.58
Closing Stcoks
5.47
6.09
4.41
TABLE 1.2
During March 08, Cement Export was 0.32 Mn.T a decline of 28.89% from 0.45 Mn.T in March 07, whereas Clinker Export showed a growth of 10.53% (from 0.19 Mn.T. in March 07 to 0.21 in March 08) GROWTH IN CEMENT PRODUCTION 2007-08/2006-07 (Apr-Mar)
FIGURE 1.1
This Graphical represenation shows that overall growth in cement production in inidia is 8% in 2007-08. 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%.
CAPACITYWISE CAPACITYWISE TOP TEN PLAYERS FOR YEAR 2007-2008
(Figures in Mn. Tones)
COMPANY
CAPACITY
HOLCIM / ACC / AMBUJA
38.21
GRASIM / ULTRA TECH CEMENT
36.25
JAYPEE GROUP.
9.93
THE INDIAN CEMENTS LTD.
9.64
SHREE CEMENT
9.10
CENTURY TEXTILES & INDUSTRIES LTD.
7.80
BIRLA CORPORATION LTD.
5.78
MADRAS CEMENTS LTD.
5.47
LAFARGE INDIA PRIVATE LTD.
5.47
JK CEMENT
4.30
TABLE 1.3
The Forms of Cement Produced
FORMS OF CEMENT
FORMS
PORTLAND
PORTLAND
OF
POZZOLANA
SLAG
CEMENT
CEMENT
CEMENT
FIGURE 1.2
Major players in Indian cement sector * * ACC
* Lafarge Lafarge * * Gujarat Ambuja Cement/Holcim
* * Ultratech Cement * * India Cements * * Century Cements * Jaypee Jaypee Group * * Madras Cements * Birla Birla Corporation Limited
FIGURE 1.3
INTRODUCTION OF BIRLA CORPORATION LIMITED
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 Smt.Priyamvada Birla rd on 3 July 2004, Shri R.S.lodha took over as the chairman of the company and under his Chairm Chairmans anship hip,, compan company y has attai attained ned new height heights. s. The name name of the compan company y was changed to Birla Corporation Limited with effect from 27th 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 Birla Corporation Limited is a multi- product conglomerate. •
• •
It plays significant roles in the Cement, Jute, PVC floor Covering, Auto Trim and Steel casting industries. The concentric around the triangle represents this very multi-dimensional nature. The apex of the triangle is a visual representation representation of the force that drives the entire corporation–the unifying force in search of excellence.
Late Shri M.P.Birla
Late Smt. Priyamvada Birla
MANAGEMENT
The The dayday- toto- day day mana manage geme ment nt of the the comp compan any y is bein being g look looked ed afte afterr by the the Chie Chief f Exec Execut utiv ivee Offi Office cer, r, Shri Shri B.R. B.R.Na Naha harr who who is assi assist sted ed by a team team of high highly ly qual qualif ifie ied d professional persons. CHAIRMAN
ED & CEO
Late Shri R.S. Lodha
Shri B.R.Nahar
Board of Directors Shri Smt Shri Shri
N.K. Kejriwal Nandini Nopany Harsh V. Lodha Pracheta Majumdar
Shri Shri Shri Shri
Vikram Swarup Anand Bordia B.B. Tandon D.N.Ghosh
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.
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 oper operat atio ion, n, hand handli ling ng,, mixi mixing ng and and grin grindi ding ng to pack packin ing. g. In orde orderr to achi achiev evee qual qualit ity y assurance, most of the cement plants have established facilities 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. Contin Continuou uouss monito monitorin ring g of qualit quality y in produc productio tion n by plants plants as well 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 Indian cement cement indus industry try recogn recognize izess that that ISO-90 ISO-9000 00 qualit quality y syste system m is extrem extremely ely 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 companies have acquired acquired TPM (Total (Total Productiv Productivee Maintenan Maintenance) ce) accreditat accreditation. ion. Some manu manufa fact ctur urer erss are are goin going g ahea ahead d for for worl world d clas classs rati rating ng,, e.g. e.g. WC WCM M (W (Wor orld ld Clas Classs Manufacturing) or ERP (Enterprise Resource Planning) to be at par with ‘Best Practices’ anywhere in the world. India India produc produces es differ different ent variet varieties ies and grades grades of cement cement,, namely namely,, Ordina Ordinary ry Portla Portland nd Cement Cement (OPC) (OPC) (33,43,53 (33,43,53 grades), grades), Portland Pozzolana Pozzolana Cement Cement (PPC), (PPC), Portland Portland Blast Blast 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 founda foundatio tions. ns. All these these variet varieties ies of cement cement have have been been covere covered d by Indian Indian Stand Standard ard 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 foste fosterr a cultur culturee of partic participa ipatio tion n and innova innovatio tion n of employ employee ee growt growth h and contribution. To cultivate high standards of business ethics and total Quality Management. To provide technology and service through sustained research and development. To atta attain in lead leader ersh ship ip in deve develo lopi ping ng,, adop adopti ting ng and and assi assimi mila lati ting ng stat statee-of of-a -art rt 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, diversified, transnati transnational, onal, integrated integrated company company with leadership 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. 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 Toward Towardss Custom Customers ers and Deale Dealers: rs: To provid providee prompt prompt,, courte courteous ous and effici efficient ent
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 Employee Employeess: Deve Develo lop p thei theirr capa capabi bili lity ty and and adva advanc ncem emen entt thro throug ugh h Towards 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 turnov turnover er of the compan company. y. The compan company y has seven cement cement plant plantss at four four locati locations ons,, namely, Satna Cement Works ( SCW ) and Birla Vikas Cement ( BVC ) at Satna (Madhya Pradesh ), Chanderia Chanderia Cement Works ( CCW ) and Birla Cement Cement Works ( BCW ) at Chanderia ( Rajasthan ), Durgapur Cement Works ( DCW ) and Durga Hitech Cement ( DHC ) at Durgapur ( 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 :-
Location of Cement Plants in India
STATE
TOWN
UNITS
Madhya Pradesh
Satna
Rajasthan
Chanderia
Birla Cement Works Chanderia Cement Works
West Bengal
Durgapur
Durgapur Cement Works Durga Hitech Cement
Satna Cement Works Birla Vikas Cement
Uttar Pradesh
Raebareli
STATE
TOWN
M.P.
Satna
UNITS CAPACITY Mill. Ts 1.55
Rajasthan
Chanderia
2.00
West Bengal
Durgapur
1.60
Uttar Pradesh
Raebareli
0.63
Raebareli Grinding unit
TABLE 1.4
CAPACITY : 5.78 Mill. Ts.
TABLE 1.5
The Product and Brand names are as Follows:
UNITS
PRODUCTS
BRAND NAME
Birla Cement Works Chanderia Cement Works
OPC - 43G, 55G, PPC PPC PPC
Birla Cement Chetak Birla Cement Samrat
Satna Cement Works Birla Vikas Cement
PPC & OPC (43 Gr.)
Raebareli Grinding Unit
Portland Pozzolana Cement (PPC)
Birla Cement Samrat Birla Cement Khajuraho Birla Cement Samrat
Durgapur Cement Works
Portland Slag Cement (PSC)
Birla Cement Birla Premium Cement
Durga Hitech Cement
Portland Pozzolana Cement (PPC)
Birla Cement Samrat
TABLE 1.6
Corporate Social Responsibilities
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 Chittorgarh, Rajasthan 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
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 & Chanderia. Roads in Chanderia. Cleanness Campaign with Zilla Parishad in Chanderia.
AWARDS & ACHIEVEMENTSore.. ACHIEVEMENTSore.. .
CAPEXIL “Special Export Award” every year, since 1990.
ISO ISO 9002 9002 cert certif ific icat atio ion n for for Satn Satnaa Ceme Cement nt Work Works, s, Birl Birlaa Vika Vikass Ceme Cement nt and and
Durgapur
Cement Works.
ISO 9001-2000(QMS) certification for Birla Cement Works, Chanderia 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 & Chanderia Cement Works for environment management systems & “Best in Energy Performance” in 1986-87.
"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 Chanderia Cement Works in 1993-94.
"Bha "Bhama ma Shah Shah Samm Samman an"" from from the the Raja Rajast stha han n Gove Govern rnme ment nt for for Educ Educat atio iona nall 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 & Chanderia
Cement Works in 1998-99 and again in 2001-02.
"Lal Bahadur Shastri Memorial National Award" for Excellent Pollution Control
BIRLA CEMENT WORKS
Chanderia, Chittorgarh (Rajasthan) (Unit of M/s. BIRLA CORPORATION LIMITED)
Since I had done my summer training at the units situated at Chittorgarh i.e. BCW & CCW so here I am giving a brief description of these two unitsBIRLA CEMENT WORKS (BCW) was commissioned in February 1967, was the 1 st
dry proce process ss plant plant with with two suspen suspensio sion n prehea preheatin ting g techno technolog logy y in the countr country. y. Shri Shri M.L. M.L.Su Sukh khad adia ia laid laid the the Foun Founda dati tion on ston stonee of BCW BCW on Janu Januar ary y 1962 1962 and and it star starte ted d functi functioni oning ng on Basant Basant Panchm Panchmii in year year 1967.I 1967.Its ts initia initiall capaci capacity ty of 2 lac lac tones 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 “Chittorgarh Cement Works (CCW)” (CCW)”.. It is equipp equipped ed with with state state –of-ar –of-artt equipm equipment ent like like 5 stage stage pre-he pre-heate ater, r, inline inline clinker, Hot ESP etc. were commissioned in 1986. A central computerized control system with X-rays analyzer & other sophisticated quality control system have been provided to ensure the best quality cement production. The company has its own mines named ‘Jai Surjana’ which is at a distance of about 4Km from factory. BCW was the 1st cement plant in the country to install Electrostatic Precipitator (ECP’s) in order to control the dust emission. To further improving the efficiency of ESP’s, gas – conditioning towers have been installed and bag dust collectors have been provided at all material material transfer transfer points points in both the units. units. Today as many many as 11 ESP’s & 57 bag dust collectors are functioning efficiently to control and maintain the emission levels well below the air pollution control act.
BCW & CCW’S Core Values, Vision, Mission
Core Values A) Business entity & Ethics.
B) Transparency & Openness.
C) Sense of Ownership.
D) Striving for excellence
Vision
Be one of the best known work culture & organization climate in cement industry. Attain excellence in every sphere through team work while fostering individual uniqueness, Entrepreneurship & Empowerment.
Mission
To develop an enabling learning, responsive & trustful organizational climate Where people are respected empowered & derives joy in working.
Environment & Safety
Number of activities on safety awareness, health checkup of all employees is being carried.
Safety
In order to have control control overall overall accidents accidents and serious / fatal accidents 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 analysis of all serious and fatal fatal accident accidents, s, recommend recommendation ationss / remedial remedial measures 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 condit condition ionss and unsafe unsafe practi practice ces, s, which which lead lead to accide accidents nts.. Awaren Awareness ess and traini training ng 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 environmen environmental tal initiative initiativess including including environme environmental ntal monitoring monitoring were implement implemented ed to maintain the ecological balance in and around the plant & mining premises. The statutory requirements relating to various environmental legislations and environment protection were were duly duly compil compiled ed with, with, beside beside severa severall volunt voluntary ary initia initiativ tives es such such as backgr backgroun ound d conc concen entr trat atio ion n asse assess ssme ment nt.. Wa Wate terr mana manage geme ment nt stud studie iess of the the dist distri rict ct and and mass mass environmental awareness programmes are being conducted.
Facilities Provides By BCW & CCW
The factory has provided the various kinds of the facilities to the company employees & workers. It gives the soothing environment to the workers & motivates to do better & more work for company.
These facilities are under
Recreation Center Clubhouse Residential Colony
Vividha School & Canteen Transportation Facility Vocational Training Play grounds & sports fields Tree plantation in Gardens
Department and Heads of Department
The comp The compan any y has has 21 de depa part rtme ment ntss in the the orga organi niza zati tion on for for well well dire direct ctin ing g the the organization and to achieve the goals and mission for the company. N a me of th e De p ar tme nt
He ad o f th e Dep a rtm en t
HRD
Dr. S.K. Jain
Gen Administration
Mr. Anil Sharma
Accounts
Mr. M.M. Jagetiya
Information System
Mr. Bhupesh Sharma
Purchase
Mr. P. Ghosh
Legal
Mr. Umesh Pareek
Personal & Welfare
Mr. N.K. Singhee
Security
Mr. Lt. Col. Jai Raj
Mines
Mr. S.R. Sharma
Stores
Mr. S.S. Choudhary
Building
Mr. P.K. Saboo
Environment
Mr. M.S. Murgan
Safety
Mr. Sanjay Rathi
Time Office
Mr. S.N. chechani
Production
Mr. Arvind Jha
T.C.S.
Mr. Mukesh Dad
Engineering
Mr. K.R. Karwa
Electrical
Mr. S.Thattey
Sales & Marketing
Mr. D.S. Sharma
Sales Accounts
Mr. K.B. Jagetiya
Logistics
Mr. N.K. Tripathi TABLE 1.7
AWARDS
Plant has been awarded with number of awards, details are given below:S. NO. 1.
ISO ISO 9001 9001 : 2000 2000 Cert Certif ific icat atio ion n
BVQI BVQI,, UK in 2002 2002 to BCW BCW & CCW CCW
2.
IS / ISO ISO : 1400 14001 1 Cert Certif ific icat atio ion n
3.
Best Best Prod Produc ucti tivi vity ty Awar Award d
BIS, BIS, New New Delh Delhii in 2002 2002 to BCW BCW & CCW NPC NPC to CCW CCW in 1989 1989-9 -90 0 & agai again n in 1993-94
4.
Best improvement in Thermal Energy Performance
NCB to BCW in 1992-93
5.
Best improvement in in En Energy Performance Bhama Shah Award for Educational Activities
NCB to BCW in 1992-93
7.
Excellent aw award fo for Ma Maintaining Health Condition of Machinery
IIT, Chennai & Vibration Engineers Consultants (P) Ltd. to BCW & CCW in 1996-97
8.
Merit rit Award ard
9.
Work Worker erss Educ Educat atio ion n Trop Trophy hy
VEC (P) Ltd., td., Chen Chenna naii for for sust ustain ained implementation of condition moni monito tori ring ng and and cont contin inue ued d mach machin inee health improvement in 2001. Cent Centra rall Boar Board d for for Work Worker erss Educ Educat atio ion, n, Udaipur, Ministry of Labour, Government of India to BCW & CCW in 1998-99 and again in 2001-02
6.
Name of Award
Awarding Institute
Government of Rajasthan to BCW in 1996-97
10. 10.
Best Best Supp Suppor orti ting ng Core Core Plan Plantt
Regi Region onal al Trai Traini ning ng Cent Centre re (Nor (North th), ), Nim Nimba bahe hera ra in 1998 1998-99 -99,, 2000 2000-0 -01 1 & 2001-02.
11.
12. 12.
Awards to Captive Mines (Safety Week celebration in Udaipur region) Best est Incom ncomee Tax Tax Paye ayee (TDS TDS) Award
DGMS DGMS,, Udaip Udaipur ur – 1995(1 1995(1), ), 1996(2 1996(2), ), 1997(1 1997(1), ), 1998(3 1998(3), ), 1999(4 1999(4), ), 2000(2 2000(2), ), 2001(5) & 2002(3). Inco Income me Tax Tax Depa Depart rtme ment nt,, range to BCW in 1996-97
Udai Udaipu pur r
TABLE 1.8
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.
•
1897 wet process KILAN came in existence DRY-PROCESS.
Types of Cement
1. BIS covers covers 14 type typess of cemen cement. t. 2. 9’s are are the the commer commerciall cially y produced produced in India. India. 3. Major Major Cemen Cements ts are are OPC, OPC, PPS, PPS, & PSC. 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 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
- readily available from nearby mines
Gypsum
- purchased from Bikanar & Nagore
Pet Coke
- imported from foreign countries
Fly Ash
- brought from Kota Thermal Power Plant
Manufacturing Process Of Cement
FIGURE 1.4
PROCESS FLOW-DIAGRAM
Mining
Crushing
Limestone Transportation
Limestone Stock Pile
Cement Storage
Cement Grinding
Cement Packing
Silo Processing
Raw Grinding
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 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 & CCW
CEMENT
OPC
33 Grades
PPC
43 Grades
53 Grades
SRC
FIGURE 1.6
Storage of Cement
Storage Time
Compressive Strength
Fresh
100%
3 Month
80%
6 Month
72%
12 Month
60%
24 Month
46%
TABLE 4.1
Standard requirement of various Raw Materials
Particular
Standard requirement
OPC Clinker - Limestone - Iron Ore
92-93% 02-03%
- Gypsum
05%
PPC Clinker Gypsum Fly ash
70% 05% 25% TABLE 4.2
Method of cement storage
1.
All windows & doors are closed and weather & Moisture must not affect to the cement.
2.
Distance of stacking bags should be 1 feet from wall & 2 feet from ceiling.
3.
In one stacking put only max. 15 cement bags.
4.
Use of cement bags FIFO system.
5.
Put the cement bags on wooden-plates & than cover by the plastics-sheets.
DISTRIBUTION DISTRIBUTION CHANNEL
Comp Compan any y has has a very very simp simple le dist distri ribu buti tion on chan channe nell for for deli delive veri ring ng the the good goodss to the the consumer. It is combination of:
Company
Stockiest
Direct Selling To
Retailer
Various Govt. Contracts
FIGURE 1.7
SWOT ANALYSIS OF BIRLA CORPORATION LIMITED
Strengths:-
1. The industry industry is likely likely to maintain maintain its growth growth momentum momentum and continue continue growing growing at about 9 – 10% in the foreseeable future.
2. Governmen Governmentt initiati initiative ve in the infras infrastruct tructure ure sector sector such such as the the commencem commencement ent 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. Measu Measures res initiat initiated ed by the the Govern Governmen mentt toward towardss public public-pr -priva ivate te partne partnersh rship ip for removing bottleneck in the development of infrastructure in the country, augurs well for the industry. 4. In the comin coming g few years years the the demand demand for the cement cement will will increa increase se which which will will be booming news for cement manufactures. 5. For For the the purp purpos osee of the the pack packin ing g of esse essent ntia iall item item,, jute jute prod produc ucts ts whic which h are are environment friendly and biodegradable characteristic are considered as best option.
Weaknesses
1.
High High capi capita tall cos costt and and inv inves estm tmen entt cos costt for for eac each h and and ever every y pro proje ject ct..
2. The The com compl plex ex Exci Excisse Dut Duty y str struc uctu ture re base based d on on the the cate catego gory ry of buye buyerr and and end end use of the cement has caused at lot of confusion in the industry. 3. The The rec recen entt ban ban on expo export rt of ceme cement nt clin clinke kerr wou would ld incr increa ease se the the ava avail ilab abil ilit ity y 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 the production and and sel sell of cem cement at dif different pla plants have increased the turnover of the company.
3. It woul would d be be in in the the inte intere rest st of both both the the gov gover ernm nmen entt and and the the ind indus ustr try y to to wor work k 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. 4. Desp Despit itee slig slight htly ly low lower er eco econo nomi micc grow growth th,, the the cons constr truc ucti tion on and and inf infra rast stru ruct ctur uree sector is expected to record healthy growth, which augurs well for cement industry. 5. The The mod moderni ernizzati ation, on, prod produc ucti tivi vitty impr improv ovem emen entt and and cos cost contr ontrol ol meas measu ures res 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. •
C
HAPTER -
2 CONCEPTUAL FRAMEWORK
“Developing Marketing Strategy by Knowing Brand-Position of BCW/CCW Product- 2009 for Birla Cement Works”
Brand Positioning - Definition and Concept Brand Brand positi positioni oning ng ref refer erss to “targe “targett consume consumer’s r’s” ” reason reason to buy your your brand brand in preference to others . It is ensures that all brand activity has a common aim; is guided, directed and delivered by the brand’s benefits/reasons to buy; and it focuses at all points of contact with the consumer.
Brand positioning must make sure that: • • • • •
• •
Is it unique/distinctive vs. competitors ? Is it significant and encouraging to the niche market ? Is it appropriate to all major geographic markets and businesses ? Is the proposition validated with unique, appropriate and original products ? Is it sustainable - can it be delivered constantly across all points of contact with the consumer ? Is it helpful for organization to achieve its financial goals ? Is it able to support and boost up the organization ?
In order to create a distinctive place in the market, a niche market has to be carefully chosen and a differential advantage must be created in their mind. Brand positioning is a medium through which an organization can portray its customers what it wants to achieve for them and what it wants to mean to them. Brand positioning forms customer’s views and opinions. Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind. For instanceKotak Mahindra positions itself in the customer’s mind as one entity- “Kotak ”- which can provide customized and one-stop solution for all their financial services needs. It has an unai unaide ded d top top of mind mind reca recall ll.. It inte intend ndss to stay stay with with the the prop propos osit itio ion n of “Thi “Think nk Investments, Think Kotak”. The positioning you choose for your brand will be influenced by the competitive stance you want to adopt. Bran Brand d Posi Positi tion onin ing g invo involv lves es iden identi tify fyin ing g and and dete determ rmin inin ing g poin points ts of simi simila lari rity ty and and difference to ascertain the right brand identity and to create a proper brand image. Brand
Positioning is the key of marketing strategy. A strong brand positioning directs marketing strategy by explaining the brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as the reasons for buying and using that specific brand. Positi Positioni oning ng is the base base for develo developin ping g and increa increasin sing g the requir required ed knowl knowledg edgee 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
Defining Values and Principle
You already know how to do this
– Your values values and principle principle are part part of of your your Org and Brand Brand drivers!!! drivers!!! – Keller Keller calls calls princi principle ple “Brand “Brand Mantra Mantra”” Your Values, Principle, and position all are related
– NOTE NOTE:: Kell Keller er says says that that asso associ ciat atio ions ns are valu values es,, but but we have have a stri strict cter er 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. cola?) (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.
Effective Brand Positioning
No matter how long you’ve been in business, chances are good that you are engaged in developing and promoting your brand positioning strategy. You’ll invest plenty of time in the process of evaluating your products or services in terms of market share, sales and customer base and comparing this information to that of your competitors. You’ll work to determine how your customers perceive your business and its major offerings and use the detailed findings to establish your business at the proper place within that all important target market.
Your business position within the target market will determine your business’s degree of success. If you think you can maneuver into a more profitable place, do so by adjusting your products or services to more closely match the desired position (known as re positioning), or pursue strategies that change customer perception of the products and services offered by your competitors (de-positioning).
Here are some strategic tips that can help you to be as effective as possible during your brand positioning process:
1. Understand brand positioning as fully as you can, especially in the way that it directly affects your business. Businesses, especially smaller ones, are very diverse in their needs and offerings, and it might take quite a bit of effort to even be sure that you are positioning yourself within the correct market. Look closely at the businesses sharing your pool of regular customers, their purchasing patterns and the roles that your business plays in their everyday lives.
2. Develo Develop p the the most most effici efficient ent method method possib possible le for gather gathering ing custom customer er inform informati ation. on. Remember that you’re trying to get inside their heads and back out again with an unvarnished look at how they see your business in terms of the benefit that it provides for them. You might consider questionnaires, phone surveys or online surveys and offer a small bonus to compensate customers for their valuable time.
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. Produ Productct-bas based ed busine businesse ssess can comple complete te the positi positioni oning ng proces processs more more easily easily than than serv servic icee base based d busi busine ness sses es.. Afte Afterr all, all, your your cust custom omer erss can can see, see, touc touch h and and watch atch 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:
• Crea Creatte simul imulaation tionss, des descri cripti ptions ons or case ase stud studie iess show howing ing prov proven en res result ults. • Find out how customers view your services in terms of value, results and convenience.
7. Regardless of your business type, take the information about customer perception that you’ve gathered, determine your top benefits and attributes and use them to determine your your curr curren entt posi positi tion onin ing g and and how how far far that that poin pointt is from from your your idea ideall vect vector or in the 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, Finally, keep in mind that positioning positioning can be either an active active or passive passive process. process. If you choose not to fully engage in it – it will still take place. Don’t give up the valuable opportunity to monitor and influence the process and increase profitability
5 Factors of Brand Positioning
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 perceived quality quality and value value of your brand in consumer’ consumer’ss 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 Who the the Tar Targe gett Cons Consum umer er is – Who Who you yourr mai main n com compe peti tito tors rs are are – How the Brand Brand is is simil similar ar to to your your comp competi etitor torss – How the the Brand Brand is is differ different ent from from your your comp competi etitor torss Where do you get this information? – Your BRAND INVENTORY!! INVENTORY!!
Brand Positioning
A good brand positioning help guide marketing strategy by clarifying the brands essence but goals it help the consumer achieve and how it does so in a unique way. 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 Corporation Ltd. (Cement Division) Division) introduce introduce their new product, product, SAMRAT, SAMRAT, with the value value propos propositi ition on 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.
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.
Ch oo si ng POP POP's an d POD 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
ABOUT THE PROJECT :-
The The proj projec ectt cont contai ains ns vari variou ouss ques questi tion ons. s. Thes Thesee questions are designed to analyses the various dealer behavior towards the Best Cement Brand in Bhilwara Project includes whole study of cement market & questionnaire. By help of this survey we know that which cement company best according to a various attrib attribute utess of cement cement which which compan company y provid provides es best best sales sales promot promotion ion strate strategy gy,, which 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 The stud study y basi basica call lly y draw drawss atte attent ntio ion n towa toward rdss the the perceptional attributes attributes of the various dealer dealer and which factor factor influence to dealer. 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 dealer dealerss satisf satisfact action ion level level.. This This questi questionn onnair airee is also also helpfu helpfull in knowi knowing ng the the market market potential of Bhilwara. It is also helpful in knowing where our company stands in market.
Analysis of questionnaire below: 1. Brands available in Bhilwara district. 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. Cement. 8. Timely delivery of Birla Cement.
C
HAPTER -
3 RESEARCH
METHODOLOGY RESEARCH METHODOLOGY Statement of problem:-
•
Objective of Research:-
The purpose of research is to discover answer to question through the application of scientific procedures. 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 purpose. 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.
Research Methodology Project Research Type Data Sources
Descriptive Research Primary Data , Secondary Data
Research Approach Research Instrument Data Analysis Sampling Procedure Sample Size Geographical Coverage Duration of the Survey
Survey Method Ques t ion n ai re Lo gica l a na ly s is Random Sampling 50 Respondents Bhilwara 21 Days TABLE 3.1
C
HAPTER -
4
ANALYSIS & INTERPRETATIO N Data Analysis by taking various attributes of CEMENT & their SCORE
Total of the score given by the Respondents -:
Attributes Preference Quality Packing Color Availability Price Tech. Service Sale Promotion Brand Image Advertisement Total
Birla Samrat 266 252 235 213 264 205 195 145 274 120 2169
Ambuja 175 181 211 220 187 194 202 179 183 186 1918
Ultratec h 189 214 215 203 189 212 196 186 225 256 2085
Binani 140 133 143 139 135 130 137 153 105 144 1359
J.K. 184 192 190 189 188 195 186 198 175 201 1898
Shree 90 78 86 86 123 114 134 196 75 146 1128
TABLE 4.1
Overall rank for the Attributes only -:
Attributes Preference Quality Packing Color Availability Price Tech. Service Sale Promotion Brand Image Advertisement
Birla Samrat 1 1 3 2 1 2 3 6 1 6
Ambuja 4 4 2 1 4 4 1 4 3 3
Ultratec h 2 2 1 3 2 1 2 3 2 1
Binani 5 5 5 5 5 5 5 5 5 5
J.K. 3 3 4 4 3 3 4 1 4 2
Shree 6 6 6 6 6 6 6 2 6 4
TABLE 4.2
Overall rank of the Companies -: Company No. of Forms RANK
BIRLA 17 1st
AMBUJA 6 3rd
ULTRATECH 8 2nd
BINANI 6 5th
TABLE 4.3
No. o f Forms of Various Vario us Companies Com panies
Company
Forms
Birla Samrat Ambuja Ultratech Binani J.K.Laxmi Shree Total Forms
17 6 8 6 7 6 50 TABLE 4.4
FIGURE 4.1
J.K 7 4th
SHREE 6 6th
1.
Preferences Preferenc es Collected Collect ed from Various Vario us Cement Cemen t Dealers
Company
Pref.
Birla Samrat Ambuja Ultratech Binani J.K.Laxmi Shree
266 175 189 140 184 90 TABLE4.5
Interpretation: The above survey clearly shows that most of the dealers dealers GIVE 1ST Preference to Birla Samrat, 2 nd Ultratech, 3rd J.K Laxmi, 4th Ambuja, 5th Binani & lastly Shree Cement. 2. Quality Collected From Various Cement Dealers Company
Quality
Birla Samrat Ambuja Ambuja Ultratech Binani J.K.Laxmi Shree
252 181 214 133 192 78 TABLE 4.6
Interp retation : The above survey clearly shows that most of the dealers GIVE 1ST Interpretation choice for Quality to Birla Smrat,2 nd Ultratech,3rd J.K.Laxmi,4th Ambuja,5th Binani and Lastly Shree Cement .
3. Packing Quality Collected From Various Cement Dealers Company
Packing Quality
Birla Samrat Ambuja Ambuja Ultratech Binani J.K.Laxmi Shree
235 211 215 143 190 86 TABLE 4.7
Interpretation: The above survey clearly shows that most of the dealers dealers GIVE 1ST choi ch oice ce fo forr Pa Pack ckin ing g Qu Qual alit ity y to Bi Birl rla a Sa Samr mrat at,2 ,2nd Ultratech,3rd Ambuja,4th J.K. Laxmi,5th Binani and Lastly Shree Cement. 4. Colour Collected C ollected From Fro m Various C ement Dealers Deale rs Company
Color
Birla Samrat Ambuja Ultratech Binani J.K.Laxmi Shree
213 220 203 139 189 86 TABLE 4.8
Interpretation: The above survey clearly shows that most of the dealers dealers GIVE 1ST choice for Colour to Birla Samrat,2 nd Ambuja,3rd Ultratech,4th J.K. Laxmi,5th Binani and Lastly Shree Cement.
5. Availability Collected From Various Cement Dealers Company
Availability
Birla Samrat Ambuja Ultratech Binani J.K.Laxmi Shree
264 187 189 135 188 123 TABLE 4.9
Interpretation: The above survey clearly shows that most of the dealers GIVE 1 st Interpretation: choice for Availability to Birla Samrat, 2 nd Ultratech, 3rd J.K . Laxmi, 4th Ambuja, 5th Binani and Lastly Shree Cement. 6. Price Collected From Various Cement Dealers Company
Price
Birla Samrat Ambuja Ultratech Binani J.K.Laxmi Shree
205 194 212 130 195 114 TABLE 4.10
Interpretation: The above survey clearly shows that most of the dealers GIVE 1ST choice for Price to Birla Samrat, 2 nd Ultra Ultratech, tech, 3rd J.K J.K.. Lax Laxmi, mi, 4th 4thAmb Ambuja uja,, 5th Binani and Lastly Shree Cement.
7. Technical Services Collected Collecte d From Various Cement Dealers Company
Birla Samrat Ambuja Ambuja Ultratech Binani J.K.Laxmi Shree
Technical Services
195 202 196 137 186 134 TABLE 4.11
Interpretation: The above survey clearly shows that most of the dealers dealers GIVE 1ST choi ch oice ce fo forr Te Tech chni nica call Se Serv rvic ices es to Bi Birl rla a Sa Samr mrat at,2 ,2nd Ambuja,3rd Ult Ultrat ratech ech ,4th J.K.Laxmi,5th Binani and Lastly Shree Cement. 8. Sales Promotion Promotio n Collected From Various Cement Dealers Deale rs Company
Sales Promotion
Birla Samrat Ambuja Ultratech Binani J.K.Laxmi Shree
145 179 186 153 198 196 TABLE 4.12
Interpretation: The above survey clearly shows that most of the dealers dealers GIVE 1ST choice for Sales Promotion to Birla Samrat,2 nd J.K. Laxmi,3rd Shree ,4th Ultratech,5th Ambuja and Lastly Binani Cement.
9. Brand Name Collected From Various Cement Dealers Company
Brand Name
Birla Samrat Ambuja Ambuja Ultratech Binani J.K.Laxmi Shree
274 183 225 105 175 75 TABLE 4.13
Interpretation: The above survey clearly shows that most of the dealers dealers GIVE 1ST choice for Brand Name to Birla Samrat,2 nd Ultratech,3rd Ambuja ,4th J.K. Laxmi,5th Binani and Lastly Shree Cement. 10. Advertisement Advertiseme nt Collected From Various Cement Dealers
Company
Advert.
Birla Samrat Ambuja Ambuja Ultratech Binani J.K.Laxmi Shree
120 186 256 144 201 146 TABLE 4.14
Interpretation: The above survey clearly shows that most of the dealers dealers GIVE 1ST choi ch oice ce fo forr Adv Adver erti tisem semen entt to Ul Ultr trat atec ech, h,2 2nd J.K J.K.. Lax Laxmi, mi,3 3rd Am Ambuj buja a ,4th Birla Samrat,5th Shree and Lastly Binani Cement.
Total Score in Percentage Company Wise
Company
Total
Rank
Birla Samrat Ambuja Ultratech Binani J.K.Laxmi Shree
2169 1918 2085 1359 1898 1128
1 3 2 5 4 6 TABLE 4.15
Interpretation: The above survey Interpretation: survey clearl clearly y shows that lastly lastly by collecting collecting all all the scores from dealers, we come to know that overall position of Birla Samrat is On 1 st , 2nd choice for go to Ultratech,3 rd Ambuja,4th J.K. Laxmi ,5th Binani, and Lastly 6th is Shree Cement.
Weighted Average Method
Meaning & Definition
A weighted average is an average that adjusts for the frequency of individual values. The weighted mean is similar to an arithmetic mean (the most common type of average of average), ), where instead of each of the data points contributing equally to the final average, some data points contribute more than others. The notion of weighted mean plays a role in descriptive statistics and also occurs in a more general form in several other areas of mathematics. If all the weights are equal, then the weighted mean is the same as the mean. While weighted means generally behave in a similar fashion to arithmetic means, they do have a few counter-intuitive properties, as captured for instance in Simpson's paradox. paradox. The term weighted average usually refers to a weighted arithmetic mean, but weighted versions of other means can also be calculated, such as the weighted geometric mean and the weighted harmonic mean. mean.
Formula For Calculate Weighted Average
W=
∑ WX ∑X
X = No. of Respondents which are given. W= Weight Rank
Application of the Weighted Average Method
Interpretat Interpretation: ion: The above method method clearly clearly shows that while comparing comparing all the 10 attr attrib ibut utes es most most of the the respo responde ndent ntss give give 1st rank rank to Birl Birla a Samr Samrat at,, 2nd rank rank to Rank
Rank
Rank
Rank
Rank
Rank
Option
Total 1 (6)
2 (5)
3 (4)
4 (3)
5 (2)
6 (1)
Preference
266 (1596)
175 (875)
189 (756)
140 (420)
184 (368)
90 (90)
4105
Quality
252 (1512)
181 (905)
214 (856)
133 (399)
192 (384)
78 (78)
4134
Packing
235 (1410)
211 (1055)
215 (860)
143 (429)
190 (380)
86 (86)
4220
Color
213 (1278)
220 (1100)
203 (812)
139 (417)
189 (378)
86 (86)
4071
Availability
264 (1584)
187 (935)
189 (756)
135 (405)
188 (376)
123 (123)
4179
Price
205 (1230)
194 (970)
212 (848)
130 (390)
195 (390)
114 (114)
3942
Technical Service
195 (1170)
202 (1010)
196 (784)
137 (411)
186 (372)
134 (134)
3881
Sale Promotion
145 (870)
179 (895)
186 (744)
153 (459)
198 (396)
196 (196)
3560
Brand Image
274 (1644)
183 (915)
225 (900)
105 (315)
175 (350)
75 (75)
4199
Advertiseme nt
120 (720)
186 (930)
256 (1024)
144 (432)
201 (402)
146 (146)
3654
Total
13014
9590
8340
4077
3796
1128
39945
Weighted
32.5%
23.8%
20.8%
10.2%
9.5%
2.8%
3rd
4th
5th
6th
Ambuja
J.K
Binani
Shree
R an k
1st Birla
2nd Ultra T.
Ultratech, 3rd rank to Ambuja, 4th rank to J.K. Laxmi, 5 th rank to Binani and Lastly Lastly th 6 rank to Shree Cement.
Results after calculating the Weighted Average Method
Company
Total
Birla Samrat Ultratech Ambuja J.K.Laxmi Binani Shree
32.5% 23.8% 20.8% 10.2% 9.5% 2.8%
Rank 1 3 2 5 4 6 TABLE 4.17
C
HAPTER –
5
CONCLUSIONS &
FINDINGS FINDINGS & CONCLUSIONS
It can be concluded from the study through model Birla Cement has a good brand image in the dealers mind in Bhilwara. 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.
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 Bhilwara can be this as its strength.
If check out the satisfaction level of dealers with respect to quality of Birla Cement then we find that 85% dealers are told that it has excellent quality. So company can also see this as its strength compare to other brand in market.
Dealers opinion regarding price is Favoring Birla Samrat & It’s Get 1 st rank in all six-brand. Its price is reasonable according to quality it’s also satisfy the dealer.
It was found company has very good Brand Image in dealers mind. Dealers are satisfy with the price.
It was found that company is lacking in Supply.
As far as Brand-Name is concern in Bhilwara, Company is on 1 st Rank despite of Very popular brand like Ambuja Cement, Ultratech Cement.
C
HAPTER –
6 SUGGESTIONS
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 custom customer er care care Servic Services es Compan Company y should should starts starts its concre concrete te mobile mobile van facilities.
As we all know infrastructure sector is growing rapidly so company improve supply to capture maximum market share.
Company should start its internal call centre for its valuable customers by which they can directly interact with company experts.
Compan Company y condu conducts cts socie society ty welfar welfaree progra programs ms in rural rural area. area. So that that compa company ny 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.
C
HAPTER –
7
REFERENCES CITED
REFERENCES CITED
References
Kotler, Philip “Marketing “Marketing Management ” published by Vikas publishing house Pvt. ltd. New Delhi. Kothari, C. R. “ Research Methodology” (thi (third rd edit editio ion n 2007 2007)) publ publis ishe hed d by new new age 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 Culture,” Journal of Marketing, 63 (January), 75-87. Best, R.J. (2004) Market-Based Management: Strategies for Growing Customer Value and Profitability, Profitability, 3rd Edition, Upper Saddle River, NJ, Prentice-Hall, Prentice-Hall, 246-267. Bhat, S. and Reddy, S. K. (1998) “Symbolic and Functional Positioning of Brands,” Journal of Consumer Marketing 15, 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 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 (2 positioning (2nd edn), Hemel Hempstead: Prentice-Hall. Prentice-Hall. Johans Johansson son,, J. K. and Thorel Thorelli, li, H. B. (1990) (1990) “Inter “Internat nation ional al Produc Productt Positi Positioni oning, ng,”” In Thorelli, H. B. and Cavusgil, S. T. (eds.) International (eds.) International Marketing Strategy, 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 Strategies,” Industrial Marketing Management, 23, 287-297. Park, C. W., Jaworski, B. J. and McLnnes, D. (1986) “Strategic Brand Concept-Image Management,” Journal 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.birlacorporation.com http://www.bcw.com
•
http://www.birlacementworks.com
•
http://www.cma.com
•
http://www.scribd.com
•
http://www.amzon.com
•
http://www.wikipedia.com
•
http://www.answer.com
C
HAPTER –
8 ANNEXURE
Questionnaire
BRAND-POSITIONING OF BIRLA SAMRAT CHETAK CEMENT
Note :- According to your opinion please Rank 1 to 6
.
Name :Address:Telephone No:-
1.
(M)
For For how how many many year yearss you you are are doin doing g this this Busi Busine ness ss..
Year …...............................
2.
3.
4.
According to your Preference rank the cement companies. (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
Rank the cement companies according to their Quality. (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
Which cement company has good Packing Quality? (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
5.
6.
7.
8.
9.
10.
(
)
(F) Shree Cement
(
)
The Color of which cement companies customer like the most. (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
Cement of which which company is always available in the market. (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
Accor ccordi ding ng to Qual uality ity & Market rket Ima Image the Price of which cement company do you agree with. (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
Which cement co company provides Technical Services regularly? (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
The activi activitie tiess of of whic which h cem cement ent compan company y comp compani anies es attrac attractt you you for increa increasin sing g thei their r Sales. (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
Rank the cement companies on the basis of Brand Image.
(A) Birla Samrat Cement
11.
12. 12.
13. 13.
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
The Advertisement of which cement companies attract you. (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
The The cem cemen entt of whic which h com compa pany ny is qui quick ckly ly avai availa labl ble. e. (A) Birla Samrat Cement
(
)
(D) Binani Cement
(
)
(B) Ambuja Cement
(
)
(E) J.K. Cement
(
)
(C) Ultratech Cement
(
)
(F) Shree Cement
(
)
Cau Cause of taki aking Deal ealers ership hip.
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