sanjeet final project

PART- A

BRAND POSITIONING

COMPANY PROFILE

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 of the force that drives the entire corporation–the unifying force in

search of excellence.

MANAGEMENT

The day- to- day management of the company is being looked after by the Chief Executive Officer, Shri B.R.Nahar who

is assisted by a team of highly qualified professional persons.

Board of Directors

Shri N.K. Kejriwal

Shri Harsh V. Lodha

Shri Vikram Swarup

Shri B.B. Tandon

Smt Nandini Nopany

Shri Pracheta Majumdar

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Shri Anand Bordia

Shri D.N.Ghosh

Logo of Birla Corporation Limited

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The Corporate symbol of concentric circles around a triangles represents this very multi dimensions 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 interests and operation. But they are held together by this

centripetal drive. The circles represent the inspiration to explore new frontiers of growth.

BACKGROUND

The company was founded by Late Shri G.D. Birla and was incorporated on 25 thAugust1919, 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, autotrims and steel castings. After the

demise of Shri M.P. Birla in 1990, Smt. Priyamvada Birla took over as the Chairman of the company and under her

Chairmanship; company crossed the Rs.1,000 cores plus turnover mark. After the demise of Smt .Priyamvada Birla on

3rdJuly 2004, Shri R.S. Lodha took over as the chairman of the company and under his Chairmanship, company has

attained new heights. The name of the company was changed to Birla Corporation Limited with effect from 27 thOctober,

1988 to establish the size, image and conglomerate character of the company.

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NATURE

The Birla Cement Corporation responded positively to liberalization policy and the Government decontrolled the

industry fully on 1st March 1989. From 1991 onwards cement industry got the status of a priority industry in schedule

III of the industry policy statement, which made it eligible for automatic approval for foreign investment up to51% 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 217.80million 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 morethan 350 small

cement manufacturing units in the country. More than 80% of the cement-manufacturing units use modern environment

friendly “dry” process.

In the cement industry there are two sectors – one consisting of large plants and the other consisting of mini cement

plants. A factory with an installed capacity exceeding2, 97,000tons per annum (900 tons per day) is a large plant and

BRAND POSITIONING

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.

VISION, MISSION AND QUALITY POLICY

VISION:

A major diversified, transnational, integrated company with leadership and a strong environment conscience

playing a national role in Cement, Jute, Auto trim, Venolium and Public distribution.

MISSION:

To achieve international standards of excellence in all aspect of division and diversified business with focus on

customer delight through value of product, Services, cost and reduction.

To maximize creation for wealth and satisfaction for the stakeholder.

To foster a culture of participation and innovation of employee growth and contribution.

To cultivate high standards of business ethics and total Quality Management.

To provide technology and service through sustained research and development.

To attain leadership in developing, adopting and assimilating state-of-art technology for competitive advantage.

Offered full opportunities and challenges to develop individually enabling career growth.

Encouraged to acquire knowledge to meet the challenges of new technologies and business needs in the

changing scenario.

Educated and guided to inculcate and practice right values as are nurtured by the organization.

QUALITY CONTROL AND ASSURANCE:

In order to ensure quality, effective control has to be exercised throughout the process of production. The control

procedures cover all aspects of cement manufacture from quarry operation, handling, mixing and grinding to packing. In

BRAND POSITIONING

order to achieve quality assurance, most of the cement plants have established facilities for sophisticated controls. Some

of the important controls introduced in the cement industry as follows:-

Computerized mine planning and deposit evaluation to enable optimum use of raw material.

Online X-ray fluorescence spectrometer for raw material control and raw mix design.

Better aided instrumentation and process measurements using X-ray analysis, gasanalyzers, temperature and

pressure measuring devices, etc.

Centralized kiln control system in conjunction with expert control systems for process and operation control.

Continuous monitoring of quality in production by plants as well as by the certifying agency, namely, Bureau of

Indian Standards (BIS) under compulsory Certification Scheme.

BIS certification is compulsory for all varieties and grades of cement under the Cement (Quality Control) Order, 1962

issued under the Essential Commodities Act, 1955. Since the Indian cement industry recognizes that ISO-9000 quality

system is extremely important for quality assurance, reliability and competitiveness, about 45 cement plant shave

already secured ISO-9000 Certification. The Total Quality Management (TQM) concept has also been adopted by more

than 70 cement plants. Besides, some leading companies have acquired TPM (Total Productive Maintenance)

accreditation. Some manufacturers are going ahead for world class rating, e.g. WCM (World Class Manufacturing) or

ERP (Enterprise Resource Planning) to be at par with ‘Best Practices’ anywhere in the world.

India produces different varieties and grades of cement, namely, Ordinary Portland Cement (OPC) (33, 43, 53 grades),

Portland Pozzolana Cement (PPC), Portland Blast Furnace Slag Cement (PBFSC) and many other varieties. Some of

these varieties are used for special applications, e.g. blended cement helps in resisting certain chemical agents, sulphate

resisting cement can be used in places where concentration of sulphate is more, a low heat cement is used for mass

concreting work like dams, barrages and deep foundations. All these varieties of cement have been covered by Indian

Standard Specifications.

BRAND POSITIONING

PRODUCTS PROFILE

The Product and Brand names are as follows :-

Units Products BIS Specifications Brand names

Birla Cement Works

Chanderia Cement

Works

Portland Pozzolana Cement

(PPC) Ordinary Portland

Cement (OPC) - 43 Gr, 53 Gr

OPC-SRC

IS 1489 (Part - I)

43 Gr - IS 8112

53 Gr - IS 12269

SRC - IS 12330

Birla Samrat Cement

Satna Cement Works PPC

OPC (43 Gr.)

IS 1489 (Part - I)

IS 8112

Birla Samrat Cement

Birla Samrat Ultimate

Cement.

Birla Cement

Raebareli Cement Works PPC IS 1489 (Part - I) Birla Samrat Cement

Durgapur Cement Works Portland Slag Cement (PSC) IS 455 Birla Samrat Cement,

Birla Samrat Unique

Cement.

Durga Hitech Cement PPC IS 1489 (Part - I) Birla Samrat Cement,

Birla Samrat Ultimate

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Cement.

Special Cements:-

Railway Sleeper Grade Cement: IRS T-40 (OPC 53S)

Low Heat Cement: IS 12600.

ABOUT CEMENT INDUSTRY

Forms of Cement Produced:

Ordinary Portland Cement. (OPC)

Portland Pozzolana Cement. (PPC)

Portland Slag Cement. (PSC)

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Materials used in production:

Gypsum powder

Gypsum soil

Gypsum

Clinkers

Specialized graded sand

Ferro concrete cupboards

Cement Division:

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Various

usage of

cement:

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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

KHAJURAHO, 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 KHAJURAHO (for the OPC product of Satna)

and CHETAK (for the OPC product of Chanderia).

The Division exports large quantities of cement to Nepal, under the brand names of SAMRAT and

KHAJURAHO. BIRLA 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 27MW each, commissioned in 2005-06. Vindhyachal Steel Foundry Vindhyachal Steel

House construction.

Building construction.

Bridge construction.

Road construction.

Dam construction.

Asbestos sheets.

PVC pipes.

Subsidiaries of Birla Corporation Limited:

Birla Jute Supply Company Limited

Talavadi Cements Limited

Lok Cements Limited

Budge Budge Floor Covering Limited

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Thiruvaiyaru Industries Limited

Birla Cement (Assam) Limited

Birla North East Cement Limited

New-Age Cement Limited

M.P. Birla Group Services Private Limited

COMPETITORS INFORMATION

CompanySales

(Rs.Million)Current

PriceChange (%) P/E Ratio Market

Cap.(Rs.Million)

52-WeekHigh/Low

Ultratech

Cement

202798.00 2567.70 1.37 31.41 704580.40 2868/1635

Ambuja Cement91355.40 222.55 -0.20 23.23 344730.10 244/151

Shree Cement59980.40 8936.10 -1.46 39.54 311308.93 9200/4100

ACC111689.40 1509.60 1.53 25.24 283420.39 1570/971

Samruddhi

Cement

42906.30 521.00 0.00 22.04 136206.30 535/518

The Ramco

Cements

36835.10 354.65 1.55 47.80 84395.84 380/156

JP Associate130643.10 33.00 0.46 0.00 80271.08 90/24

Century Textile

&Ind

67254.80 587.25 -1.48 85.46 54641.08 651/246

JK Lakshmi

Cement

20566.00 399.30 5.07 34.03 46985.66 401/64

JK Cement27958.46 630.30 0.03 27.91 44075.15 682/153

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Prism Cement49648.60 77.30 0.72 0.00 38909.46 90/23

Birla

Corporation

30163.52 489.00 -7.05 21.62 37655.61 615/225

India Cements45970.35 115.65 4.52 0.00 35525.21 134/46

Orient Cement14738.99 140.40 -5.36 22.57 28763.57 155/34

Chettinad

CementCorp

22061.80 709.55 0.00 25.56 27104.10 715/703

Heidelberg

Cement

12089.10 88.55 -4.68 36.73 20066.59 104/33

OCL India18555.16 316.40 0.33 17.98 18003.23 335/139

Binani Cement22169.45 90.50 0.00 14.24 17068.42 97/81

Star Ferro &

Cement

1457.75 69.00 -1.50 64.65 15329.94 81/15

Sanghi

Industries

10482.60 58.95 2.17 26.16 12967.76 66/14

Mangalam

Cement

6973.07 300.90 -0.91 31.03 8032.16 310/95

Ramco Inds.6686.25 85.65 1.30 103.38 7422.69 89/29

India Hume

Pipe

7878.45 299.85 -1.69 28.47 7263.44 337/116

KCP6221.90 54.50 0.65 936.83 7026.20 59/24

Orient Paper &

Inds.

16194.16 29.50 -5.90 0.00 6043.63 36/9

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Sagar Cements5585.54 335.60 -1.87 2.30 5835.42 397/131

Udaipur Cement

Works

268.74 19.10 4.95 120.76 5638.42 25/4

HIL8694.74 698.75 2.27 10.72 5214.47 705/238

Everest

Industries

10352.52 268.30 -2.83 16.32 4094.26 294/129

Shree

DigvijayCement

3318.05 22.30 -3.46 0.00 3152.65 25/8

Andhra

Cements

NA 10.31 0.39 0.00 3026.20 14/5

Deccan

Cements

4400.19 401.25 5.04 82.39 2810.25 415/142

Saurashtra

Cement

5313.62 53.55 -9.92 5.88 2741.28 66/12

Visaka Inds.8921.03 117.10 -2.13 12.64 1859.66 143/67

Dalmia Bharat

Sugar

11915.00 22.15 -1.34 5.73 1792.81 28/11

Anjani Portland

Cem.

2542.24 86.65 -0.06 0.00 1593.46 95/17

Guj. Sidhee

Cement

4097.49 33.65 -9.91 0.00 1425.21 46/12

NCL Industries4579.51 40.40 -1.58 0.00 1411.47 44/16

Burnpur

Cement

933.56 13.08 -3.33 42.30 1014.41 16/7

Kakatiya 2139.44 109.50 -1.08 10.06 851.24 145/64

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Cemen Sugar

Vinay Cements246.64 44.35 0.00 0.00 839.15 45/44

Sahyadri

Industries

NA 86.55 -1.65 106.51 827.55 92/28

Shiva Cement567.04 4.16 -0.48 32.21 777.92 5/2

Panyam

Cement&Miner

a

534.99 40.40 -3.58 0.00 647.13 45/24

Bheema

Cements

1695.23 16.00 -0.62 0.00 452.93 26/7

Barak Cement1036.09 14.37 4.66 35.42 318.44 18/4

Kalyanpur

Cements

2266.20 0.00 0.00 0.00 276.88 13/12

RCC Cements0.89 45.70 4.70 0.00 256.01 48/22

Keerthi

Industries

1250.67 16.55 0.00 0.00 132.68 19/3

Vardhman

Concrete

41.83 0.00 0.00 5.97 105.92 19/12

BRAND POSITIONING

AWARDS AND RECOGITION

Birla Corporation Limited has made it to the prestigious list of "200 Best Under a Billion $" companies in the Asia-

Pacific region, published by Forbes Asia, in its October 9, 2009 issue.

Birla Corporation Limited received the Best Corporate Ethics Award for 2008 from the Indian Institute of Planning and

Management.

Mr B R Nahar, ED & CEO, BCL, which has been recognized as one of the

Top corporate tax payers in West Bengal, being felicitated by Mr Gautam

Choudhury, Chief Commissioner of Income Tax, Kolkata (left), at a function

in Kolkata on 24 July 2010. Mr P K Chand, CFO, BCL, is on the right.

Satna Cement Works & Birla Vikas Cement have received the IS/ISO 14001 certificate, an international recognition for

"Implementation of environmental management system". SCW has received National Award for Excellence in Water

Management from CII, Hyderabad 'First Prize for Lowest Thermal Energy Consumption K. Cal/kg clinker under the

10th FLS Energy Award 2007. SCW received the Best Energy Consumption Implementation Gold Award under the

Rajiv Gandhi Memorial National Award, Hyderabad, in 2004. It also received the First Prize for Maximum Reduction in

KWH/Ton of Cement in M.P. under FLS Energy Award, Bhopal, in 2008. SCW has been awarded Green Tech

Environment Excellence Award in 2008 by Green Tech Foundation, NewDelhi. NCBM has given BVC the "Second

Best Improvement in Electrical Energy Performance" Award for 2006-07. BVC has received the National Award for

Excellence in Water Management from CII, Hyderabad "National Award For Energy efficency in Indian Cement

Industry form NCCBM, New Delhi, Lowest Electrical Energy Consumption K.Cal/kg clinker under the 10th FLS

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Energy Award in 2007. The Satna Unit received the Quality Circle Excellent Award from Quality Circle Forum of

India, Durgapur chapter "Quality Circle Excellence Award and Quality Circle Distinguish Award From Quality Circle

Forum of India, Kanpur Chapter, in 2008.

All our cement plants are ISO 9001:2000 Certificated, covering the entire range of

production and marketing. BCW & CCW also the IS/ISO : 14001 Certification for

"Implementation of Environmental Management System". BCW & CCW have bagged

various awards from the NPC & NCCBM.

The laboratories of BCW & CCW have been accredited by NABL (National Accreditation

Board of Testing and Calibration Laboratories) as per ISO/IEC 17025 w.e.f. 07.07.2005.

CCW has won the "Lal Bahadur Shastri Memorial National" award for "Excellent

Pollution Control Implementation" for 2001-02 by International Greenland Society. VEC,

Chennai chose the Chanderia Units for sustained implementation of condition monitoring

and continued Machine Health Improvement award during 2001-02. The "Workers

Education Trophy" was awarded by the Central Board of Workers Education, Udaipur

Ministry of Labour, Government of India, for excellent contribution and implementation

of workers' training programmes during 1998-99 & again in 2001-02.

BCL has regularly been receiving CAPEXIL awards for cement exports since the last

more than 15 years.

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.

BRAND POSITIONING

WORK FLOW MODEL

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.

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. B.R. Nahar.

BRAND POSITIONING

THE MCKENSEY’S 7S MODEL

McKinsey’s 7S model provides a useful framework for analyzing the strategic attributes of an

organization. The McKinsey’s 7S model developed by two persons Tom Peters and Robert Waterman. They

were working as consultants at McKinsey and Co. at that time. The McKinsey Consulting Firm identified

strategy as only one of seven elements exhibited by the best-managed companies.

Strategy, structure and systems can be considered as the “ hardware” of Success while style, staff,

skills and shared valued can be seen as the “software”.

Companies, in which these soft elements are present, are usually more successful at the implementation of

strategy.

THE MCKENSEY’S 7S MODEL IS AS FOLLOWS

The hard elements of Mckensey’s 7S model are feasible and easy to identify. They can be found in strategy

statements, corporate plans, organizational charts and other documentations.

The four soft S’s however, are hardly feasible. They are difficult to describe since capabilities, values and

elements of corporate culture are continuously developing and changing. They are highly determined by the people at

work in the organization. Therefore it is much more difficult to plan or to influence the characteristics of the soft

elements. Although the soft factors are below the surface, they can have a great impact of the hard structures, strategies

and systems of organization.

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The 7S’s are:

Structure

Skills

Style

Strategy

Systems

Staff

Shared Values

STRUCTURE

The organization (e.g. hierarchical or flat ) as well as the group and ownership structure is included here. Also

note Porter’s categorization of group structure: Efficient Allocation of Capital, Allocation of Resources, etc.

Mr. Kumar Mangalam Birla is the Chairman of the Company, the company board also includes Executive

Directors, Directors, Advisor and Company Secretary in the board.

MANGEMENT

The Aditya Birla Management Corporation Limited is the Group's apex decision-making body and provides

strategic direction to Group companies.

OBJECTIVES

To define the rules and responsibilities of an employee in the organization.

To ensure a flat organizational setup.

To analyze the manpower requirement.

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To define the hierarchy, level of authority, vertical and horizontal relationship.

SKILLS

Skills refer to the fact that employees have the skills needed to carry out the company’s strategy. Training and

Development- ensuring people know how to do their jobs and stay up to date with the latest techniques.

The company requires technical skills for production and manufacturing divisions. Also it requires strong

management skills in marketing and H.R. divisions. The marketing executives must have good communication skills

and better knowledge of the company and its product. Many marketing executives have the engineering background

with MBA degree.

Marketing executives are also required to have very strong verbal and written communication skills, especially

presentation skills as most of the time they have to do the presentation for their clients and for the higher authorities.

Senior level executives must be good analyzing individual strength and weakness, so that they can allocate work

to individuals effectively. They also must have strong skills of analyzing the market situation and changes.

STYLE

Style refers to the employees shared and common way of thinking and behaving unwritten norms of behavior

and thought:

Leadership Style

Organizational Culture

The company culture is very informal, youthful and dynamic. It encourages free and participative thinking. The

Birla cement Industry has the participative type of leadership style in practice. The top and middle executives of the

BRAND POSITIONING

management tend to be totally accessible and encourage the participation in decision-making, by conducting the debate

and discussion.

This type of leadership style attracts talented people to enter the company and make them to feel company as

their family. Also this style motivates the employee to stay in the company.

STRATEGY

The integrated vision and direction of the company, as well as the manner in which it derives, articulates,

communicates and implements that vision and direction.

The Birla Cement Industry is a worldwide leader in viscose staple fiber (VSF), and it is a largest producer of

white cement in India. The Birla White Cement division changed its slogan from “Whitest White Cement” to “My Kind

of Design”. The company is having many products, which are produced by using the white cement, differentiates

company products from competitors product.

The company is having strategy of going for more tonnage; better quality and customer service rather than more

margin.

The focus is on the all-round development of the communities around the plants located mostly in distant rural

areas and tribal belts. All the Birla group companies have Rural Development Cells, which are the implementation

bodies.

Projects are planned after a participatory assessment of the communities around the plants. Each project has a

one-year and a three-year rolling plan, with milestones and measurable targets. The objective is to face out the

companies’ presence over a period of time and handover the reins of further development to the people.

MARKETING STRATGY

BRAND POSITIONING

Birla cement Industries have always endeavored to stay ahead in the competition by adopting innovative ways

of marketing and at the same time maintaining premier pricing policies of brands.

The cement industry in India has come along way since the deregulation and subsequent liberalization. The

Indian consumers have been hit by tidal waves of cement brands. This phenomenon of industry consolidation is

increasing competition at the top end. These developments spell increased choice and better quality to customer.

To serve consumer the best, they started providing knowledge on good quality concrete and mortar making

practices. This led to the launch of TECHNICAL ASSISTANCE AND SEVICE TO CUSTOMER (TASC) CELL.

Large-scale training programs are organized for masons, site supervisors, and builders. The cell advises the customers

about the availability of different types of cement, their advantages, and method of proper application.

Cement belongs to the product category where distribution plays a crucial role in marketing, and then says

FMCG’S where advertisement plays an equally important role. So the importance of distribution channel for Birla

Corporation Limited has been rendered in following 3 ways.

Direct marketing – where the product is dispatched from factory or the goods shed to direct customers, this channel is

followed only when large quantity is required for customers.

Indirect marketing – Either through trade or non-trade Birla super retail shops with suitable technical devices.

Usual distribution channel i.e. wholesaler – retailer – customer network.

SYSTEMS

The decision-making system within the organization can range from management intuition, to structured

computer systems to complex expert systems and artificial intelligence. It includes

Computer systems

BRAND POSITIONING

Operational Systems

Marketing Systems

HR Systems etc.

Birla Industry is having its branch office at many places in India so as to ensure that the required information

has been gathered at the right time and at the right place.

In Birla Industry the rules governing the employees are explained to each employee on joining the company.

They will be provided with the handbook, which will be having all the information regarding the company. There are

detailed procedures laid out by the corporate office on procurement of items and supplies, making travel arrangement,

allowances, reimbursements, leave and other arrangements. In general HR department and the unit heads are responsible

for ensuring that the staff follows all procedures.

With regard to office systems, all the offices are computerized for the purpose to enable greater speed and

timeliness of the completion of the projects. All the entries regarding marketing are done online with the help of

Internet. So that there will not be any delay in communication and flow of information.

With regards to performance appraisal system, the company has been providing many good opportunities to

employees for their carrier development. The company does the performance appraisal by conducting Induction training

program for employees who joins the company. Also company conducts training program for the executives of all the

levels one or two times a year. This is conducted in well known H.R. and Training institute of the company.

QUALITY SYSTEMS

Birla White is the first cement plant to get ISO 9002 QMS Certification from RWTUV, Germany. It is also

IQRS Level-5, Certified from DNV, Netherlands Quality is the key-stone for the company’s business excellence and

our ultimate goal of total customer ( Internal / External/hidden) satisfaction.

BRAND POSITIONING

STAFF

Staff means that the company has hired able people, trained them well and assigned them to the right jobs. Selection,

training, reward and recognition, retention, motivation and assignment to appropriate work are all key issues.

Birla Industry entry-level staff are recruited from premier Management and Engineering institutes through

campus recruitment. Each regional unit head visits the management and an engineering institute located in their area and

does the recruitment for the company. In entry-level fresher and people with one year or less than that also considered.

Each unit specifies the number and type of people required and the recruitment is done as per that specification. The

candidates are placed usually according to their location preference to particular unit or location. The entry-level

recruitment process involves short listing and selecting the candidates based on resumes group discussion and personal

interview.

Middle level staff is recruited from the competing companies in the industry and also from company within itself. This

involves personal interview and usually group discussion. Senior level recruitment takes place by taking help from

marketing companies or advertising companies or market research companies in the country.

SHARED VALUES

Shared values means that the employees share the same guiding values. Values are things that you would strive

for even if they were demonstrably not profitable. Values act as an organization’s conscience, providing guidance in

times of crisis. Identifying corporate values is also the first essential step in defining the organization’s role in the larger

community in which it functions.

Shared Values are what engender trust. Values are the identity by which a company is known throughout its

business areas. These values must be explicitly stated as both corporate objectives and individual values. A premium

conglomerate, the Birla Group is a dominant player in all of the sectors in which it operates. Among these are viscose

staple fibre, non-ferrous metals, cement etc.

BRAND POSITIONING

SWOT ANALYSIS

STRENGTHS:

We are the only company in India, which manufacture eight types of cement.

Low cost of production.

WEAKNESS:

Effect of global recession on Real Estate and Infrastructure.

Demand-Supply gap, Overcapacity.

Increasing Cost of Production.

High Interest rates.

OPPORTUNITIES:

1. Strong growth of economy in the long run.

2. Increase in infrastructure projects.

3. Growing middle class.

4. Technological Changes.

5. Increase in governmentt spending.

6. We have big market in western India.

7. Gujarat government has opened of blocks of lime stone for lease in Kutch district; wehave opportunity to install

a 2 million tonne cement plant in this area.

THREATS:

1. Excess over capacity can hurt margins as well as prices.

2. In the industry technology changes very rapidly. As a result new and advanced machines will become absolute

in very short period.

3. Expected competition new arrivals like Jaypee cement, ACC cement, Reliance cement.

BRAND POSITIONING

PART- B

BRAND POSITIONING

GENERAL INTRODUCTION

STATEMENT OF PROBLEM

The project contains various questions. These questions are designed to analyses the various dealer behavior

towards the Best Cement Brand in Allahabad Project includes whole study of cement market & questionnaire.

By help of this survey we know that which cement company best according to a various attributes of cement

which company provides best sales promotion strategy, which company media is more effective in present

market which company best in quality, color, supply T.C.S. etc. are know by this survey.

Major Issue:

The study basically draws attention towards the perceptional attributes of the various dealer and

which factor influence to dealer. Major issue is to knowing cement market where we stand & what the reason

behind lacking is &trying to come out with best result which helpful to company growth.

About Questionnaire:

The questionnaire consists of 13 questions. All these questions are related to know the position of

different brands prevailing in the market and dealers satisfaction level. This questionnaire is also helpful in

knowing the market potential of Allahabad. It is also helpful in knowing where our company stands in market.

Analysis of questionnaire below:

1. Brands available in Allahabad district.

2. Market share of companies.

3. Brand leader in district.

BRAND POSITIONING

4. Suggestions to increase the goodwill.

5. Effective media for advertising.

6. Brand image of Birla Cement.

7. Effectiveness of T.C.S. of Birla Cement.

8. Timely delivery of Birla Cement.

OBJECTIVE OF THE PROBLEM

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 and 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 Descriptive Research

Data Sources Primary Data, Secondary Data

Research Approach Survey Method

Research Instrument Questionnaire

Data Analysis Logical Analysis

Sampling Procedure Random Sampling

Sample Size 50 Respondents

Geographical Coverage Allahabad

Duration of the Survey 21 Days

BRAND POSITIONING

ANALYSIS AND INTERPRETATION

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.

BRAND POSITIONING

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.

Data Analysis by taking various attributes of CEMENT & their SCORE

BRAND POSITIONING

Total of the score given by the Respondents:-

Attributes Birla

Cement

Ambuja ACC Ultratech J.K Reliance

Preference 266 175 189 140 184 90

Quality 252 181 214 133 192 78

Packaging 235 211 215 143 190 86

Color 213 220 203 139 189 86

Availability 264 187 189 135 188 123

Price 305 295 315 280 300 265

Tech. Service 195 196 202 137 186 134

Sales Promotion 145 179 186 153 198 196

Brand Image 274 183 225 105 175 200

Advertisement 120 186 256 144 201 146

Total 2269 2013 2194 1509 2003 1404

Overall rank for the Attributes only:-

Attributes Birla Cement Ambuja ACC Ultratech J.K Reliance

Preference 1 4 2 5 3 6

Quality 1 4 2 5 3 6

Packaging 3 2 1 5 4 6

BRAND POSITIONING

Color 2 1 3 5 4 6

Availability 1 4 2 5 3 6

Price 2 4 1 5 3 6

Tech. Service 3 1 2 5 4 6

Sales Promotion 6 4 3 5 1 2

Brand Image 1 3 2 5 4 6

Advertisement 6 3 1 5 2 4

Overall rank of the Companies:-

Company Birla Cement Ambuja ACC Ultratech J.K Reliance

Rank 1st 3rd 2nd 5th 4th 6th

1. Preferences Collected from Various Cement Dealers.


Preference 266 175 189 140 184 90

Birla Cement

Ambuja

ACC

Ultratech

J.K

Reliance

0 50 100 150 200 250 300

Chart Title

Prefrence

BRAND POSITIONING

Interpretation: The above survey clearly shows that most of the dealers give 1st Preference to Birla Samrat,

2nd ACC, 3rd J.K, 4th Ambuja, 5th Ultratech & lastly Reliance Cement.

2. Quality Collected From Various Cement Dealers.


Quality 252 181 214 133 192 78

Birla Cement

Ambuja

ACC

Ultratech

J.K

Reliance

0 50 100 150 200 250 300

Chart Title

Quality

Interpretation: The above survey clearly shows that most of the dealers give 1st choice for Quality to Birla

Samrat, 2nd ACC, 3rd J.K, 4th Ambuja,5th Ultratech and Lastly Reliance Cement.

3. Packing Quality Collected From Various Cement Dealers.


Packaging 235 211 215 143 190 86

BRAND POSITIONING

Birla Cement

Ambuja

ACC

Ultratech

J.K

Reliance

0 50 100 150 200 250

Chart Title

Packaging

Interpretation: The above survey clearly shows that most of the dealers give 1st choice for Packing Quality to

Birla Samrat, 2nd ACC, 3rd Ambuja, 4th J.K, 5th Ultratech and Lastly Reliance Cement.

4. Color Collected From Various Cement Dealers.


Color 213 220 203 139 189 86

BRAND POSITIONING

Birla Cement

Ambuja

ACC

Ultratech

J.K

Reliance

0 50 100 150 200 250

Chart Title

Color

Interpretation: Here, the above survey clearly shows that most of the dealers give 1st choice for Color to

Ambuja, 2nd Birla Cement, 3rd ACC, 4th J.K, 5th Ultratech and Lastly Reliance Cement.

5. Availability Collected From Various Cement Dealers.


Availability 264 187 189 135 188 123

BRAND POSITIONING

Birla Cement

Ambuja

ACC

Ultratech

J.K

Reliance

0 50 100 150 200 250 300

Chart Title

Availability

Interpretation: Here, the above survey clearly shows that most of the dealers give 1st choice for Availability

to Birla Cement, 2nd ACC, 3rd J.K, 4th Ambuja, 5th Ultratech and Lastly Reliance Cement.

6. Price Collected From Various Cement Dealers.


Price 305 295 315 280 300 265

BRAND POSITIONING

Birla Cement

Ambuja

ACC

Ultratech

J.K

Reliance

240 250 260 270 280 290 300 310 320

Chart Title

Price

Interpretation: Here, the above survey clearly shows that most of the dealers give 1st choice for Availability

to ACC, 2nd Birla Cement, 3rd J.K, 4th Ambuja, 5th Ultratech and Lastly Reliance Cement

7. Technical Service Collected From Various Cement Dealers.


Tech. Service 195 196 202 137 186 134

BRAND POSITIONING

Birla Cement

Ambuja

ACC

Ultratech

J.K

Reliance

0 50 100 150 200 250

Chart Title

Technical Service

Interpretation: Here, the above survey clearly shows that most of the dealers give 1st choice for Technical

Service to ACC, 2nd Ambuja, 3rd Birla Cement, 4th J.K, 5th Ultratech and Lastly Reliance Cement.

8. Sales Promotion Collected From Various Cement Dealers.


Sales Promotion 145 179 186 153 198 196

BRAND POSITIONING

Birla Cement

Ambuja

ACC

Ultratech

J.K

0 50 100 150 200 250

Chart Title

Sales Promotion


Service to J.K, 2nd Reliance, 3rd ACC, 4th Ambuja, 5th Ultratech and Lastly Birla Cement.

9. Brand Image Collected From Various Cement Dealers.


Brand Image 274 183 225 105 175 200

BRAND POSITIONING

Birla Cement

Ambuja

ACC

Ultratech

J.K

Reliance

0 50 100 150 200 250 300

Chart Title

Brand Image


Service to Birla Cement, 2nd ACC, 3rd Reliance, 4th Ambuja, 5th J.K and Lastly Ultratech.

10. Advertisement Collected From Various Cement Dealers.


Advertisement 120 186 256 144 201 146

BRAND POSITIONING

Birla Cement

Ambuja

ACC

Ultratech

J.K

Reliance

0 50 100 150 200 250 300

Chart Title

Advertisement


Service to ACC, 2nd J.K, 3rd Ambuja, 4th Ultratech, 5th Reliance and Lastly Birla Cement.

11. Overall performance Collected From Various Cement Dealers.


Total 2269 2013 2194 1509 2003 1404

BRAND POSITIONING

Birla Cement

Ambuja

ACC

Ultrarech

J.K

Reliance

0 500 1000 1500 2000 2500

Chart Title

Overall Performance

Interpretation: So finally, the above survey clearly shows that most of the dealers give 1 st Overall analysis to

Birla Samrat, 2nd ACC, 3rd Ambuja, 4th J.K, 5th Ultratech & lastly Reliance Cement.

BRAND POSITIONING

sanjeet final project

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