SUMMER TRAINING PROJECT REPORT ON

“Brand Positioning Of Birla Cement”

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF
MASTER OF BUSINESS ADMINISTRATION

(Dr A P J ABDUL KALAM Technical University, Lucknow, Uttar Pradesh)

Faculty Guide: Name of Industry Guide:

DR. Shaimaile Nabi Surya Mani Pandey
Asst. Professor Sr. Marketing Officer
GCET, Greater Noida Birla Corporation Ltd. Cement Division

Submitted by:
Shyam Pratap Yadav
Roll No. 1900970700048
MBA 2019-21

Galgotias College of Engineering & Technology

1, Knowledge Park – II, Greater Noida
Dr A P J ABDUL KALAM Technical University, Lucknow
 DECLARATION

I hereby declare that this Research Project Report “Brand Positioning Of Birla Cement” is my own work,

to the best of my knowledge and belief. It contains no material previously published or written by another

person nor material which to a substantial extent has been accepted for the award of any other degree or

diploma of any other institute, except where due acknowledgement has been made in the text.

Name: Shyam Pratap Yadav

Roll No. 1900970700048

Date: __/__/__ GCET

 Galgotias College of Engineering & Technology

1, Knowledge Park – II, Greater Noida

Certificate

Certify that Shyam Pratap Yadav bearing Roll Number 1900970700048 of AKTU is a bonafide student of

MBA 3th semester (2019-21) at Galgotias College of Engineering & Technology, Greater Noida. She undertook

Final Research Project Report titled “Brand Positioning Of Birla Cement” under the supervision and

guidance of departmental faculty guide Dr Shaimaile Nabi in the partial fulfillment of the requirement of MBA

program.

Faculty Supervisor Director/HOD

Dr Shaimaile Nabi Dr. Nirupa Laxmi

 ACKNOWLEDGEMENT

Starting with expression of immense pleasure and joy to back and white the words of sincere and loyal
gratitude, to the honorable fellows who have provided helpful towards the tasks of accomplishment of the
project work under the heading of “Brand Positioning Of Birla Cement”. No work in this world can
completed successfully if it is not provided guidance in the right direction. In this regard I owe sincere thanks to
my research supervisor Dr Shaimaile Nabi, Fortune Coordinator of Galgotia College of Engineering &
Technology, Greater Noida, who contributed his valuable aptitude to a practical shape in characterizing and
building the features of the project. Without his help and guidance I would not have been able to complete this
strenuous task. .
He and other faculty members guided me throughout the project, never accepted less than my best efforts. There
are special acknowledgements to my friends because they have helped me in report writing that it left to me
alone, would never have been done. Of course, like any other author, I am indebted always to those people that
do their best to improve on my best.
EXECUTIVE SUMMARY

As per the market shrink companies are scrambling to boost up the customers satisfaction and keep their current
customers rather than devoting additional resources to chase for potential new customers. The claim, which it
cost about five to eight times as much to get new customer than to hold on to old ones is the key to
understanding the drive towards benchmarking and racking customer satisfaction. Measuring customer
satisfaction is a relatively new concept to many companies that have been focused exclusively on the income
statement and also balance sheets. Companies are now recognizing that the new global economy has been
changed things forever. Increased competition, crowded markets with little products differentiation and the year
of continual sales growth followed by two decades of flattened sales curves have indicated today sharp
competitors that their focus must be change.

It is not a surprise to find that market leaders who actually differ from the rest of industry in that they are
designed to hear the voice of customer as well to achieve customer’s satisfaction. Customer satisfaction
drives successful private sector businesses and high performing businesses have developed
principle/strategies to achieving the customer satisfaction.

In the process of generating this thesis, the researcher discovers literatures that are very interesting and
descriptive, which should be good enough material for an introduction to the topic of customer satisfaction and
its research study. Methodology of research study was formed after referring and selecting from various kinds
of methods recommended for research study.

In anyhow, this research study has resulted as well opportunity for health care industry to go through the
analysis and its outcome to assist health care industry in planning, performing and carry out findings from this
in order to seek opportunity for running a better service.
COM

Introduction

It is the most modern state of the art Birla cement plants,

incorporating latest technological features, most of which is
implemented for first time in India. Leveraging the strong equity
and goodwill of the house mark, the company brands are
synonymous with the name of Birla Corporation Limited i.e.
national Brands such as Birla Gold, Birla Plus. For better business
& customer focus, the cement business is structured into
Manufacturing and Marketing as Separate Divisions reporting to
the cement Business Head. To meet the growing customer's
expectations and demand, the Ready Mix Concrete plants were
commissioned at strategic locations in Rajasthan.

DELIVERY MECHANISM

Normally logistics cost constitutes 25% of total cost of sales,

where as in case of us, it is 12%, which is in account of our
customer base in the range of 300 Km and better logistics
efficiency. SAP is implemented in all the depots and connected to
central server to facilitate online placement of orders and
monitoring the dispatch position. With SAP as a tool, a systematic
process of demand projection and timely communication was
established which in turn enables the unit to maintain consistently
a high delivery performance in terms of timely supply of the right
quality and quantity of cement at the right place. To focus
primarily on the requirements of potential customers, Key
customer cell has been established.
In order to meet the customer requirements in time, we have a
special focus on Truck turnaround time thereby establishing
our self as first choice of customers and transporters as well.
We are benchmark in terms of Internal Truck Turnaround
Time
COMPANY PROFILE
 Company's profile

ORGANIZATION CULTURE

Their Vision

To be a market leader & benchmark in cement industry with clear focus on

value creation for all stakeholders. We firmly believe in values like Respect for
the individual, Integrity, Speed, Simplicity, Seamless ness, Self-Assuredness,
and a 100 per cent commitment are all values we value.

EMPLOYEE PROFILE

Our unit is in alignment with the thinking of our chairman "If our businesses
are sustainable through constantly challenging times, it is because of our high-
performing. motivated workforce". In line with that, our unit with workforce
of 146 Staff & 91 Workmen is among the benchmark industry in terms of
manpower productivity. Contract employees are optimally used for general
menial works like housekeeping. cement loading, security services ete with a
total strength of 155.

SPECIAL HEALTH & SAFETY REQUIREMENTS

Visualizing the future environmental legislations, the Cleaner technology has

been absorbed at the initial stage itself with technological measures to avoid
the dust emission at the source itself. Due care is given in identifying,
assessing nad controlling occupational health by administering periodical
health check for all employees including Audiometric tests for Mines works
etc. In order to ensure safe
working, Personnel Protective equipments (PPE) are provided to all
employees. The ppE includes Shoes, Helmet, Face Shield, Ear Muff /
Plug, Respirator, Goggles, Gloves, Apron, Safety belt, etc. as per the
requirement of Job. With the objective of zero accident and to inculcate
safe work culture, regular class room and on the job safety training is
organized, which include:
• Industrial Safety Training — Monthly • First Aid Training — Twice in a
year • Fire fighting training — Twice in a year
SUPPLIERS
Suppliers of product related bought out items play a vital role in the value
creation process. We believe that, only if the products related bought out
items are of consistent quality and delivered at our plant as and when
required, we will be able to supply consistent quality product to our
customers in time. Accordingly, all such suppliers have been classified as
critical suppliers. The items covered include like fuels, packing bags,
additives, refractory, laboratory chemicals and critical spares of the plant.
The key expectations from our suppliers are as under:
1) Consistent quality. 2) Timely delivery. 3) Quick response time. The
vendor rating systein has been developed, keeping these three factors in
mind. KEY SUPPLIERS.PARTNERING RELATIONSHIPS
For most of our critical inputs, we have entered into long-term contracts
with vendors, who have been developed by us over a period of time. For
example, in case of transportation of furnace oil, we have had a single
vendor since the time of commissioning of the plant. Based on the
transporter's performance, we have also assisted them in entering into
business of transportation of fly ash, which they have been doing
satisfactorily. Further, quarterly structured feedback is given to critical
vendors on their performance. In order to strengthen the partnering
relationship with vendors, apart from regular interactions with vendors on
various issues, we conduct vendor meet at our site.
Birla Corporation Limited is the flagship company of the M.P.Birla
group. Incorporated as Birla Jute Manufacturing Company Limited in
1919 it was Mr. Madhav Prasadji Birla who gave the shape to its present
form. As chairman of the company, Shri Madhav Prasad Birla
transformed it from a manufacturer of jute goods to a leading
multiproduct corporation with widespread activities. Under the
chairmanship of Mrs. Priyamvadaji Birla, the company crossed Rs. 1300
crore turnover mark and the name was changed Birla ('m-pm-Aim)
Limited in 1998
After the demise of Mrs. Priyamvadaji Birla, the company
continued to consolidate in terms of profitability, Competitiveness
and growth under the leadership of Mr. Rajendra. S. Lodha, late
chairman of M.P. Birla Group. Under his leadership, the company
posted its best ever result in the year ended 31.3.2006, 31.3.2007,
and 31.3.2008. Mr H V Lodha is now Chairman of the Company.

Birla Corporation Limited has products ranging from cement to

jute good, PVC floor covering, as well as auto trims (jute felt-
based car interiors manufactured with German technology).
ORGANIZATIONAL

CHART
ORGANISATION STRUCTURE & UOVERNANCE SYSTEM

We have a flat organization structure, with responsibilities and accountabilities

well defined for each position across the organization. Manpower planning
exercise was carried out objectively with the assistance of a professional external
agency that ensures the organization to be right sized. In order to ensure role
clarity with delegation & authority, levels have been identified and demarcated in
the existing structure, with only six levels from the top management to the grass
root level workmen. Added to it the delegation manual is made available to all
HODs to empower them to execute authority on work front.

UNIT HEAD

FUNCTIONAL HEAD

DEPARTMENT HEAD

SECTION HEAD

SUPPORT STAFF

WORKMEN

Job / Work design originates from the "Key Objectives" set for the unit. To ensure
high performance, Key Performance Area's (KRA) and targets for next year are set
for all department staff and management staff in line with the individual's job
description during the annual performance review cycle and drives the workforce
to achieve the objectives of the unit. Share transfer and shareholders/ investors
grievance committee of Birla Corporation Limited.

• Mr. Harsh. V. Lodha- Chairman • Mr. N.K. Kejriwal • Mrs. Nandini Nopany •
Mr. BR Nahar
 COMPANY'S MISSION

Company's Mission
The Company believes that it is the TRUSTEE of its HUMAN
RESOURCES and encourages to develop them to introspect
deeply and learn to act not on directives but on inspiration from
within, thus aiming to provide a strong motivation to our
employees to become psychological co-owners of the
organization and to succeed with DETERMINATION &
COMMITMENT.

As facilitators of the growth process of the employees, we are

committed to providing a work environment where people are
-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. Provided strong
motivation to take the organization ahead. Assisted in creating and
maintaining human resource system for optimizing human
potential.
Subsidiaries of Birla Corporation Limited

Birla Jute Supply Company Limited Talavadi Cements Limited

Lok Cements Limited Budge Budge Floor Covering Limited
Thiruvaiyaru Industries Limited Birla Cement (Assam) Limited
Birla North East Cement Limited New-Age Cement Limited M.P.
Birla Group Services Private Limited
OBJECTIVES
Objective of the study

➢ To know basically how marketing department of Birla cement,

Allahabad works.

➢ To know market reputation of the product i.e. Birla cement.

➢ To know the various competitors of Birla cement available in

the market.

➢ To know about the various customers of Birla cement that is

B2B or B2C.

➢ To know the various strategies used to capture the market.

➢ To know the area covered by the Birla cement at Allahabad i.e.

rural and urban.

➢ To know the various modes through which product advertise in

the market.
About Cement Industry
Forms of Cement Produced ➢ Ordinary Portland Cement. (OPC) >
Portland Pozzolana Cement. (PPC) Portland Slag Cement. (PSC)

Materials used in production

Gypsum powder Gypsum soil Gypsum Clinkers Specialized
graded sand Ferro concrete cupboards

Cement Division
➢ Satna (Madhya Pradesh) ➢ Chanderia (Rajasthan) ➢ Durgapur (West
Bengal) ➢ Raebareli (Uttar Pradesh)

The Cement Division of Birla Corporation Limited has seven plants, two
at

Satna (M.P.) - Satna Cement Works & Birla Vikas Cement - and
Chanderia

(Rajasthan) -Birla Cement Works & Chanderia Cement Works - and

Durgapur (W.B.) - Durgapur Cement Works & Durga Hitech Cement -
and one at Raebareli (U.P.) - Raebareli Cement Works. The total installed
capacity of these plants is 57.80 lakh tonnes. They manufacture varieties
of cement like Ordinary Portland Cement (OPC), 43 & 53 grades,
Portland Pozzolana Cement (PPC), Fly Ash — based PPC, Low Alkali
Portland Cement, Portland Slag Cement, Low Heat Cement and Sulphate
Resistant cement. • The cement is marketed under the brand names of
Birla Cement SAMRAT Birla Cement KIIAJURAHO, Birla Cement
CHETAK, Birla Cement and Birla Premium Cement, bringing the
product under the common brand of Birla Cement while Retaining the
niche identity of SAMRAT for blended cement, i.e. PPC & PSC, for all
the units

KIIAJURAHO (for the OPC product of Satna) and ('III TAK (For the OP(' product
of Chanderia).
The Division exports large quantities of cement to Nepal, under the brand names
Of SAMRAT and KIIAJURA110. IbIRI.A CEMENT SAMRAT is ideal for mass
Concrete, RCC/ pre-stressed/ precast structures (for reduced thermal crack),
Increased water tightness of concrete, increased resistance to sulphate soils and
aggressive water, increased resistance to alkali aggregate reaction, besides
corrosion resistant properties. SCW, BVC & DCW have received the ISO 9001 -
2000 quality system. certification, covering the entire range of production and
marketing.

BCW & CCW have received the ISO 9001:2000 Certification for Quality
Management System, covering the entire range of production and marketing.

Power Plants

The Cement Division has two high-ash coal-based captive power plants at Satna
and Chanderia of 27 MW each, commissioned in 2005-06.

Vindhyachal Steel Foundry

Vindhyachal Steel Foundry is a unit of BCL and located at Satna. The Foundry has
access to the latest technology and infrastructure to manufacture castings required
in cement plants as per national/international standards.

Various usage of cement

+ House construction. + Building construction. + Bridge construction. + Road

construction. + Dam construction. •:•Asbestos sheets. •:• PVC pipes.
Key customers
To cater to all the customers in a more efficient manner the
company has Segmented the market under two major heads i.e.
Trade and Non-Trade Segment.

Trade Segment essentially means the sale on the retail counter

which follows the

pattern of sales from the company to dealer, dealer to retailer and

then finally retailer to end user. Non-Trade segment essentially
means sale to a party directly. Key Customer Cell is devoted to
key customers, which includes big contractors, institutions

and builders, keep tracks of their projects and their requirements.

Necessary requirements for taking

Dealership.

➢ Filling up of application form.

Deposit of security amount Rs 1,00000. • Sending of application

form to head office. %. Getting an approval letter from head
office. fr After getting an approval supply process begins. •
Delivery of cements arc on the basis of advance payment.
 RESEARCH METHODOLOGY

Research Methodology

Marketing Research may be defined as systematic collection and analysis

of data relating to marketing of goods and services. "Systematic problem
analysis, model building and fact finding for the purpose of important
decision making and control in marketing of goods and services."

-Philip Kotler.

Data gathered through marketing research will be related to the field of

marketing. These may be in the area of • The product, (Birla cement) •
The customers profile, (their behavior, preference) • The competition,
(market shares) • The trade structure, (distribution system, facilities).and •
Market characteristics, (size, growth, spread, demand.

Marketing research seeks information on:

• Market- its size, spread, growth, in terms of volume and revenue share
of competition, segment wise.

• Consumer- his profile, habits, needs, preferences, expectations,

perceptions both quantitatively and qualitatively.i.e. Trade and Non-
Trade customers.

• Products- to know differentials among competing products in same

position, price, sensitivity, packaging, servicing, acceptability of features.
i.e. Cements.

• Promotion- sales, effectiveness of communication, reach of media

reaction to promotion strategies, effectiveness of sales force. Example
Advertisements.

• Distribution- facilities available for stocking, merchandising, outlets

shelf space usages, retailer loyalties. For example distribution center of
Birla Cement is at Ghoorpur, Allahabad.

• Performance- monitoring and evaluation. Research can be grouped into

three categories: > Exploratory research- focuses on the discovery of
ideas and is generally based on secondary data. It is a preliminary study.

> Descriptive research- undertaken when researcher wants to know the

characteristics of certain groups such as age, educational level, income,
occupation etc.

> Casual research- to find cause and affect relationships between two or
more variables.

Basically the two types of data are collected namely Primary data and
Secondary data. Collection of primary data is collected through Census
and Sampling method because it is not possible to cover the whole
universe with the limited manpower and resource.

Different methods of sampling: • Random sampling. • Systematic

sampling.
• Stratified sampling.

• Area sampling.

Potential of the product at Allahabad region

Allahabad / N Rural Urban

In rural area basically cement are used for construction of houses,
wells, roads, etc. Birla Corporation Limited (marketing division),
Allahabad covers the rural areas such as Phaphamau, Soraon, etc
which comes under district Allahabad. Marketing in these areas
can only be possible through market segmentation. As it is very
difficult to have marketing in rural areas because compare to
urban areas, the people of rural areas are less educated.

Analysis of Dealer's Questionnaire

After filling up the questionnaire by the dealers findings are as follows:

Responses
➢ In the first question maximum number of dealers gives preference to ACC
Cement because they receive more commission of taking dealership of this
particular company. > In the second question dealer were having mixed response
i.e. both ACC and Jaypee because of huge commission other then this jaypee
cement providing gifts also to the dealers in order to increase the sale in the
market. > In the third question maximum number of dealers gives preference to
ACC Cement because its price is low and having advertisement as well as dealers
are also suggesting its customer to purchase the particular cement in which the get
heavy commission. > In the fourth and fifth question their were mixed response i.e.
both Birla Cement and Jaypee Cement are good brand which provide cement at
reasonable and affordable price but Birla Cement spend very less in advertisement
as compared to other brands available in the market. > In the sixth question dealers
receive maximum profit margin through ACC Cement . > In the seventh question
according to dealers, maximum customer gives more emphasis on quality and
price because both are important aspect. > In the eight question, per day dealer's
average sale is about 60-80 bags. • Last but not least ninth question is all about
ranking the brand according to dealer as well as customer so in this ACC rank the
first followed by Jaypee cement,Birla cement, Prism cement, Ultratech cement,
Ambuja cement and others.SS

Analysis of Customer Questionnaire

After filling up the questionnaire by the customers findings are as follows:

Responses:
> In the first question most of the customer prefer ACC cement and second
preference is given to Birla cement due to its quality and price.

> In the second question maximum customer want good quality cement at
reasonable and affordable price.

> In the third question most of the customer belief that attractive packaging is not
necessary but quantity and quality should be accurate.

> In the fourth question maximum number of customer know about a particular
brand through advertisement in television, newspaper, magazines, hoardings, etc

> In the fifth question according to customer, yes advertisement plays a very
significant role in order to make aware of new product and to increase the demand
of already existing product.

> In the sixth question most of customer preferred the brand should possess all the
mentioned quality.

• In the seventh question most of the customer selects its brand through
advertisement, brand image, brand loyalty, brand association etc.

• Last but not least customers are having good response regarding Birla Cement.
This brand is having strong market and is having god quality cement at affordable
price.
 DEALERS QUESTIONNAIRE

Dealers Questionnaire

I. Which company cement you sale? a) Jaypee c) ACC e) Others

b) Prism d) Birla

2. Which brand you prefer most? a) Jaypee c) ACC e) Others b)

Prism d) Birla

3. Which cement is demanded by the consumer? a) Jaypee c)

ACC e) Others b) Prism d) Birla

4. Which brand is good according to you? a) Jaypee c) ACC e)

Others b) Prism d) Birla

5. Which brand is available at reasonable and affordable price

according to you? a) Jaypee c) ACC e) Others b) Prism d) Birla

6. Which brand provide you maximum profit margin? a) Jaypee c)

ACC e) Other b) Prism d) Birla

7. Customer gives more emphasis on a) Quality c) Quality & Price

b) Price d) Others

8. How much quantity you sale per day?

Ans. (approx)

9. Rank the brand according to your as well as customers priority. Jaypee

cement, ACC cement, Prism cement, Ultratech cement, Birla cement,
Ambuja cement, Others.

Thank You.

Name

Address: Signature:

Date:
 CUSTOMERS QUESTIONNAIRE

Customer Questionnaire

1. Which brand do you prefer most?

a) Jaypee

c) Prism e) Others

b) ACC d) Birla

2. According to you what all qualities should be there in a particular

brand of cement? Ans

3. Is packaging of a cement bag should in attractive way? a)Yes b) No 4.

How do you know about a particular brand? a) Advertisement

b) Personal contacts

5. Is the advertisement plays an important role in customers demand? a)

Yes b) No 6. The brand you choose or prefer should be a) Reliable c)
Solid b) Cheap d) All the above

7. What are the various parameters through which you decide a particular
brand? Ans

8. What your view about Birla cement?

Ans..................................................................

Name: Address: Signature:

Thank You.

Date:
 COMPETITORS AND MARKET

COVERED

JAYPEE

Major Competitors of Birla Cement

ACC
V-4.!

Dealers of Birla Cement at Allahabad.

-Saurabh Cement Agency. Aluthiganj. -Agrawal and Company.

Muthiganj. -Manmohan Traders. Muthiganj. -Ratan Babu Cement
Vikreta. Sulem Sarai. -Kaserwani Enterprises. Katra.
Market Covered by Various Cement

Companies.

%age of market captured by various brands

45

■ Acc cement ■ Jaypee cement ■ Birla cement ■ Prism cement ■

Ambuja cement a Others

Various Cement Manufacturing

Companies.

❖ ACC Cement. ❖ Jaypee Cement. ❖ Ultratech Cement. ❖ Birla

White Cement. ❖ Prism champion Cement. ❖ Ambuja Cement. ❖ India
Cement. • Birla Cement. • JK Cement.

-16

• Mycem Cement. • Mahiar Cement. •• Crescent Cement. Shriram Cement. • Binani Cement.
C Cement pee Cement traTechCement m Cements .a Cements
buja Cement la Corp rani Cement etinad Cem

Comparison with Competitors

Last Price Market Cap. (Rs. Sales Turnover Net Profit Total
Assets 735.15 13,799.46 7,474.15 1,212.78 5,409.76 85.60
13,037.18 6,281.71 1,402.27 5,961.54 728.80 9,072.53 6,436.96
977.02 5,743.73 1,707.95 5,950.02 2,740.57 577.97 2,644.31
103.75 2,931.46 3,470.78 432.18 5,619.41 104.45 2,485.59
2,538.50 363.52 3,723.65 295.15 2,272.81 1,809.70 323.51
1,515.4S 63.55 1,290.71 1,497.32 108.66 1,254.73 414.90
1,224.09 1,142.34 -4.21 1,352.18

STRATEGIC CHALLENGES

KEY BUSINESS CHALLENGES

➢ Enhancement of market Share of blended cement > Reduction of Raw Materials

Cost D. To be benchmarked in terms of Quality and Cost > Enhancement of
production Capacity > Reduction of Limestone cost through Shorter road from
mines > Purchase of additional limestone mines lease.

OPERATIONAL CHALLENGES

D Identification and Procurement of Waste products as fuel with long term tie up.
D Reduction in Power consumption > Reduction in Fuel consumption >
Consistency in quality with varying fuels and material > Usage of Alternate Fuels
in Power Plant > To establish various systems and practices as per WCM
Standards.

HUMAN RESOURCE CHALLENGES

• Handling of Pressure Groups in local area. D Utilizing of low skilled mini plant
workmen D Capability Building and Talent retention

KEY CHANGES TAKING PLACE THAT AFFECT COMPETITIVE POSITION

Key changes taking place, which will sitlret (sir conipctitiN e position includes: •
Capacity Enhancement of Competitors -- Will put pressure in our home market
Weakening of Major players exposes us to a threat by takeover bids of MNC's. •
Portent for an entry of an "outsider- (unknown element). Keeping this in view, our
actions are centered on: Enhancing the production capacity. Reducing cost of
production

• Acquisition of Cement Business of L&T — CEMCO ➢ Enhancing the Share of

Blended Cement (PPC) 3. PRINCIPLE FACTORS DETERMINING SUCCESS

Principle factors that determine success in market include:

➢ Cost: Cement is a price sensitive market. In order to maintain the edge over
competitors, pricing policy have to be designed as per the market forces. The only
cost. which is in our control, is the production cost — where in energy constitutes
more than 50 % of the total cost. This project is aimed at reduction in fuel cost. •
Capacity: Market share is in direct correlation to capacity to produce. Our
consistency in growth in volume and in market share shows the confidence for us
to sell the quantities produced. With the use of Alternate fuels in phased manner,
the Productivity is maintained. • Service Standards: Since product differentiation is
very low in the industry, service level enhancement at channel levels and
experiential marketing i.e. making the overall experience good at customer level
builds up distinct competitive advantage. Product Quality: - We are the Market
Leader: The Non-Trade sector of the customer, covering builders and contractors
are now aware of the quality characteristics of cement and even insists on the
testing cement through external Labs, periodically. We are able to cater to their
requirements and enjoy the premium over the same. All the R&D Efforts have
proved that the • use of Alternate fuels has no impact on Quality of Product. with
some changes in raw mix design.
 EXECUTIVE SUMMARY

Executive Summary

Starting from the beginning stages i.e. how cement is being produced, packed and
ultimately marketing of Birla cement. It is being explained each and every process
which takes place from manufacture to the customer of Birla Corporation limited.
Firstly how cement is being produced. The cement is being produced with the help
of following main raw materials:-

1) Clinkers. 2) Gypsum. 3) Granulated slag and other suitable materials.

The aforesaid raw are being mixed at a certain proportion and grinded in cement
mill, from where it is being sent to the packing plant three compact pipe lines with
the help of compressed air.

Next comes the packaging process. Basically cements is being packed in two types
of bags i.e. High Density Poly Ethylene (HDPE) bag and High Density Poly
Propylene (HDPP) bag having net weight 50 kg costing Rs 280 approximately.
The cement must be duly approved by Bureau of Indian standard (BIS) and it is
also having ISO 9000 certificate for their better quality of product. Now the
cements are ready, which are to be supplied in the market and responsibility starts
Ibr marketing department to supply the cement to its ultimate customer. Alter
production of cement in the factory they are supplied to their different warehouses
which are located at each district in every state from where they are supplying to
its dealers. •

Now let us discuss what exactly the work of marketing division (Birla corporation
limited, Allahabad). As we all know that marketing is the analysis, planning,
implementation and control of carefully formulated programs designed to bring
about voluntary exchanges of values with target markets for the purpose of
achieving organizational objectives. Offering the terms of the targeted market need
and desires and using effective pricing, communication and distribution to inform,
motivate and service in the market. The person employed in this marketing field
has to keep close eye on the market and should have deep knowledge about the ups
and downs of the market. As we all know that there are large numbers of buyers
and sellers are available. The marketing people are required to look deeply for the
potentials and self contribution in the market and how to increase their percentage
with available companies scheme and policies through their dealers, non-dealers,
retailers, whole sellers etc. so in order to capture these market the marketing
officer make a contact with the big dealers and trying to convince them in order to
give them dealership. There are various schemes to attract the dealer. Scheme such
as cash discount, quantity discount, gifts etc.

There are large numbers of competitors of Birla cement available in the market as I
discussed it earlier. They will also try there level best to sale there product in the
market. Marketing officials should know about various strategies are being
adopted by the competitors. Marketing officials should have good customer
relations as well as good communication skills which are the most important tool
of marketing. Birla Corporation limited Allahabad (marketing division) use basic
fundas of marketing in order to have better position in the market. They make best
use of available resources so that the ultimate aim of the company is achieved.
 CONCLUSION

Conclusion

After analyzing the market of Birla cement at Allahabad it is realized that

marketing play a very important role in the distribution of cement from
the manufacturer to the dealers/consumers. For this purpose marketing
officials are responsible they uses there experience, skills etc to increase
the sale in this region through market penetration.
 RECOMMENDATIONS

Recommendations

It's a great opportunity for me to have training from such a prestigious

company. During this period of training I have learned many things as
well as analyzed each and every aspects of marketing .1 want to suggest
various points which the company should implement in order to get better
result.

Company should give more emphasis on advertisements by utilizing

various media such as print, electronic, etc.

Price may be reduced if possible.

➢ Providing customers satisfaction i.e.

Trade and Non-Trade customers.

 REFERENCE

Reference

+ Marketing Management (Phillip Kotler). •:• Reference material

of Birla Corporation Limited. •:•Birla's website i.e.
www.birlacorporation.com