PRACTICAL TRAINING REPORT

SUBMITTED BY
NAME : Rajan Chhangani
College Roll No. : 15MJIXX621
Class & Branch : MBA III Semester
Session : 2015-2017
Training Period : 24 May 2016 To 18 July 2016

SUBMITTED TO
Dr. Punita Soni
Head, Department of Management Studies

JODHPUR INSTITUTE OF ENGINEERING AND

TECHNOLOGY, JODHPUR

AFFILIATED TO RAJASTHAN TECHNICAL

UNIVERSITY, KOTA
 DECLARATION

I, hereby declare that the Summer Training Project Work entitled “Brand
Awareness Analysis – Company vs Competition for Birla White Cement and
Birla White Wall Care Putty” submitted to Dr. Punita Soni (Head, Department
of Management Studies) is a record of original work done by me under the special
guidance of Mr. Vikas Purohit, Assistant Manager, Birla White Ltd.
I further declare that no part of this project has been published or submitted to
anybody.

Rajan Chhangani

Place: Jodhpur
Date: 18/07/2016
 CERTIFICATE

This is to certify that Mr. Rajan Chhangani son of Sh. Rajendra Kumar
Chhangani a student of 3rd Sem., Masters of Business Administration from JIET
Grop of institutions has undertaken Summer Training Project at our organization
concern from 24, May 2016 to 18, July 2016. The nature of work seen and
observed/studied/performed by him during the training was “Brand Awareness
Analysis – Company vs Competition for Birla White Cement and Birla White
Wall Care Putty” His performance and conduct during the training was found
satisfactory/good/excellent.
 PREFACE

Without practical training, management education is meaningless so along with the

theory; practical training is provided to management students to expose them to the
actual working environment of any organization. Such training provides a framework
of knowledge relating to the concepts and practices of the assigned topics in the
organization.
The summer training is an integral part of the course curriculum of Masters of
Business Administration. In this the student is in the position to analyse the integral
working of an organization with mature eyes and understand the dynamics in a much
better manner.
This particular project has been conducted at Edelweiss Birla White. In the first
phase of project Report, there is an introduction of Company, company profile and
products of Birla White are given. The study was limited to Jodhpur city only.
The main objective of Project is to know the customer satisfaction towards Birla
White Cement and Birla White Wall Care Putty.
 ACKNOWLEDGEMENT

I, Rajan Chhangani, MBA Student in JIET School of Management is highly grateful

to all those who guided me in completing this Summer Internship Project.
An endeavour over a period can be successful only with the advice and support of all
wishers. I take this opportunity to express my gratitude and appreciation to all those
who encouraged me to complete this project.
I am deeply indebted my successful completion of the project and provided with me
with valuable guidance in every step of my internship. His knowledge of this field
proved to be very beneficial to me during my internship.
I express my profound and sincere thanks to Mr. Vikas Purohit (Assistant Manager)
who acted as a mariner’s compass and steered me throughout my project voyage
through his excellent guidance and constant inspiration. He gave me lots of
encouragement and motivation to help me delivery to the best of my abilities.
I shall be failing in my duty if I don’t acknowledge my debt to Mr. Vikas Purohit
(Assistant Manager) Birla White, Jodhpur for his valuable guidance and support,
which helped me in giving a shape to my study. His clear understanding of every
aspect of the market proved to be very beneficial for me. His experience in this field
proved to be very helpful to me during my internship and his knowledge was also
very beneficial to me whenever I faced and sort of problem.-

Words can never express the deep sense of gratitude, I feel for Birla White
employees, who has been a constant source of inspiration and encouragement for me.
I am heartily thankful to all the persons who helped and cooperated with me for
completion of this report. Without their help this report would not have been
completed.
Rajan Chhangani
MBA
 TABLE OF CONTENT
Declaration I
Certificate II
Preface III
Acknowledgement IV
CHAPTER-1
Introduction to the Industry – Cement Industry
Introduction 1
Background of Cement Industry in India 2
Current Scenario 3
Dominated Brands and Competitors 5

CHAPTER-2
Introduction to the Company
Ultra Tech Cement, Unit of Birla White (Aditya Birla Group)
Introduction- Aditya Birla Group 7
Aditya Birla Group of Companies 12
Aditya Birla Group Cement Sector – UltraTech Cement 16
Introduction - Birla White Ltd. 19
Products of Birla White 23
Major Competitors 26
SWOT Analysis 27
CHAPTER-3
Brand Awareness Analysis
Objective of Training 31
Task Assigned:
Survey from white cement/putty Retailers 33
Survey from Painters and Paint Contractors 35
Survey from Architects 35
Survey from Builders 36

CHAPTER – 4
RESEARCH METHODOLOGY
Introduction 37
Objective of Research Methodology 38
Methods of Data Collection 40
 CHAPTER – 5
DATA INTERPRETATION AND ANALYSIS
Findings of my study (Analysis & Interpretation):
Retailers 43
Painters & Paint Contractors 48
Architects 51
Builders 56

CHAPTER – 6
SUGGESTIONS AND RECOMMENDATIONS
Limitations 60
Suggestions 61
Conclusion 63

CHAPTER – 7
REFERENCE SECTION

Bibliography 67
Appendices:
Questionnaire 68
 CHAPTER-1
Introduction to the Industry – Cement Industry

 Introduction:-
Cement industry is one of the largest industries of the world and occupies
predominant place as one of the basic industries for development and its employment
generation capacity. Cement ranks next to steel in construction material and so is the
basis of all modern construction.

Discovery of Cement: John Smeaton, who is also known as ‘father of civil

engineering’ and credited for design of many bridges, canals, harbors etc. was the fir
proclaimed civil engineer and pioneered the use of ‘hydraulic lime’, which led to
discovery of modern cement. The common cement or Portland cement was prepared
and Patented by Joseph Aspdin in 1824. In the later part of 19th century, cement
production was taken up by many countries many decades after the first patent was
taken by Aspdin in England.

 Background of Cement Industry in India:-

India entered into the Cement Era in 1914, when the Indian Cement Company Ltd.
Started manufacturing Cement in Porbundar in Guujarat.
However, even before that a small cement factory was established in Madras in 1904
by a company named South India Industrial Ltd.
Indian Cement Company Ltd produced only one type of cement which was designed
by the British standard committee as “Artificial Portland Cement”. This company
marketed its product in Mumbai, Karachi, Madras and other parts and became a
financial success.
In 1924, India’s cement production was 267000 tons. However, initially this
increased production could not reduce the imports and the industry suffered a rate
war. This led to closure of many indigenous units. The Indian companies which were
away from ports or commercial centers faced the locational disadvantage.

 Current Scenario:-
The cement industry is one of the main beneficiaries of the infrastructure boom. With
robust demand and adequate supply, the industry has bright future. The Indian
Cement Industry with total capacity of 165 million tones is the second largest after
China. Cement industry is dominated by 20 companies who account for over 70% of
the market. Private housing sector is the major consumer of cement (53%) followed
by the government infrastructure sector. Right from laying concrete bricks of
economy to waving fly over’s cement industry has shown and shows a great future.

The industry continues to emphasize on reduction of costs through enhance

productivity, reduction in energy costs and logistics expenses. The cement sector is
expected to witness growth in line with the economic growth because of the strong
co-relation with GDP. Future drivers of cement demand growth in India would be the
road and housing projects.

 Dominated Brands and Competitors:-

Cement is one of the key industries that play a key role in the growth and expansion
of the nation. The cement industry is one of the main beneficiaries of infrastructure
development in the country. The Indian cement industry is huge and has a large
production capacity. Currently, the total production capacity of cement in India is
about 165 million tons, the second largest in the world.
There are many big cement brands which plays great role in the development of
Cement Industry in India, some of them are as follows:-
1. UltraTech Cement (Aditya Birla Group)
2. Ambuja Cement
3. Acc Cement
4. Shree Cement
5. India Cement
6. Ramco Cement
7. J.K. Cement
 CHAPTER-2
Introduction to the Company
Ultra Tech Cement, Unit of Birla White (Aditya Birla Group)

 Introduction – Aditya Birla Group:-

The Aditya Birla Group is India's first truly multinational corporation. Global in
vision, rooted in Indian values, the Group is driven by a performance ethic pegged on
value creation for its multiple stakeholders. A US$ 14 billion conglomerate, with a
market capitalization of US$ 24 billion, it is anchored by an extraordinary force of
120000 employees belonging to over 42 different nationalities. Over 50 per cent of
its revenues flow from its overseas operations spanning 36 countries.

The Aditya Birla Group has been ranked fourth in the world and first in Asia Pacific
in the ‘Top Companies for Leaders’ study 2011, conducted by Aon Hewitt, Fortune
Magazine and RBL (a strategic HR and leadership Advisory firm). The Group has
topped the Nielsen's Corporate Image Monitor 2014-15 and emerged as the Number
one corporate, the 'Best in Class', for the third consecutive year.

The Group's products and services offer distinctive customer solutions. Its 74 state-
of-the-art manufacturing units and sectoral services span India, Thailand, Laos,
Indonesia, Philippines, Egypt, Canada, Australia, China, USA, UK, Germany and
Hungary. A premium conglomerate, the Aditya Birla Group is a dominant player in
all of the sectors in which it operates. Among these are viscose staple fiber, non-
ferrous metals, cement, viscose filament yarn, branded apparel, carbon black,
chemicals, fertilizers, sponge iron, insulators, financial services, telecom, BPO and
IT services.

Beyond business:
 Reaches out annually to 7.5 million people through the Aditya Birla Centre for
Community Initiatives and Rural Development, spearheaded by Mrs.
Rajashree Birla.

 Works in 5,000 villages globally.

 Focuses on: health-care, education, the girl child, sustainable livelihood,

women empowerment projects, infrastructure and espousing social reform.

 Runs 42 schools which provide quality education to 45,000 children. Of these

18,000 students belong to the underprivileged segment. Merit Scholarships are
given to 24,000 children from the interiors.
  Its 18 hospitals tend to more than a million villagers.

 Ongoing education, healthcare and sustainable livelihood projects in

Philippines, Thailand, Indonesia, Egypt, Korea and Brazil, lift thousands of
people out of poverty.

 Set up the Aditya Birla India Centre at the London Business School.

Our Vision
To be a premium global conglomerate with a clear focus on each business.

Our Mission
To deliver superior value to our customers, shareholders, employees and society at
large.

Our Values
• Integrity
• Commitment
• Passion
• Seamlessness
• Speed

 Aditya Birla Group of Companies:-

Aditya Birla Group is a dominated brand in its every sector. There are sectors in
which Aditya Birla Group deals:-

 Non-Ferrous Metals: Hindalco:

It is one of the leading producers of aluminium and copper in Asia. Aditya Birla's
Hindalco is one of the largest single location custom copper smelters in the world.
Aditya Birla's Hindalco is the largest primary gold producer in India.
  Novelis: A Subsidiary Of Hindalco:

Aditya Birla Group's Novelis has operations in four continents – Europe, Asia, North
America and South America. Novelis is the world's largest single producer of rolled
aluminium; the industry leader. It recycles over 60 billion cans a year – enough to
circle the planet more than 150 times. Supplies automotive aluminium sheet to 180
current vehicle models. Sole aluminium supplier to Jaguar Land Rover. Novelis is the
lead supplier to the aluminium-bodied Ford F-150 and Super Duty truck programs,
the best-selling trucks in the world. It supplies architectural aluminium to the world's
most iconic buildings including the ING Bank in the Netherlands.

 Textiles: Pulp, Fibre, Yarn, Fabric And Apparel:

Aditya Birla Group is the largest global producer of viscose staple fibre. Its pulp and
manufacturing plants crisscross Canada, Sweden, China, Indonesia, India and
Thailand. The Group has dedicated R&D facilities spanning plantation to fashion.
LIVA, the magic fluid fabric from Grasim, a group company is a favourite with
fashion designers.

 Cement: Ultratech, a Subsidiary Of Grasim

Among global leaders in cement. No. 1 producer in India of ready mix concrete, grey
and white cement. 2.7 million bags dispatched daily. Aditya Birla Ultratech's cement
used to develop some of India's most prominent landmarks including:

o Santa Cruz – Chembur Link Road, Mumbai

o Bandra – Worli Sea Link, Mumbai
o Mumbai International Airport Terminal 2
o Metro Rail Projects – across the country
o Rajasthan Atomic Power Project
o Gosikhurd Dam, Maharashtra
o Mumbai Freeway
o 4000 MW Coastal Gujarat Power Project
o 19 kms Yeshwantpur – Nelamangala Six-Lane Expressway, Karnataka
o Pimpalgaon – Nasik – Gonde Road Project, Maharashtra

 Carbon Black: Birla Carbon:

World's number 1 producer of Carbon Black. Every second car in the world runs on a
tyre made with Carbon Black from Birla Carbon.
  Telecom: Idea:

No. 6 ranked operator in the world by subscribers (based on single country

operations). It is 3rd largest mobile operator in India. Idea Telecom serving over 180
million subscribers. Over 2 billion minutes of conversation daily and over 1 billion
megabytes of internet data daily.

 Financial Services: Aditya Birla Financial Services:

One of the largest non-bank financial services conglomerate. Ranks among the top 5
fund managers in India (Excluding LIC). Assets Under Management of over 195,000
crores. 8.8 million Customers.

 Retail: Aditya Birla Fashion Retail Limited:

The largest fashion retail network in India. 375+ towns. 7500 points of sale. 5.6
million square feet of retail space. The group's firm Madura Fashion & Lifestyle sells
in-house brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England and
People via the website Trendin.com. The group ventured into niche target and select
portfolio apparel in October 2015 with Abof.
  Aditya Birla Group Cement Sector – Ultratech Cement:
Grasim ventured into cement production in the mid-1980s, setting up its first cement
plant at Jawad in Madhya Pradesh and since then it has grown to become a cement
major. With the acquisition of the L&T cement business, it increased its capacity to
31 million tpa. The complementary capacity of UltraTech has further enhanced the
competitive edge of the cement business.

Grasim's cement operations today span the length and breadth of India, with 11
composite plants, seven split grinding units, four bulk terminals and 10 ready-mix
concrete plants. All units use state-of-the-art equipment and technology and are
certified with ISO 9001 for Quality Systems and ISO 14001 for Environment
Management Systems.

The company has a portfolio of cement brands under the Aditya Birla Group logo.
These include national brands such as Birla Plus, Birla White and Birla Ready Mix,
while also nurturing some regional brands like Vikram Cement and Rajashree
Cement. UltraTech Cement has successfully migrated to the "UltraTech" brand after
acquisition. Grasim together with its subsidiary UltraTech will expand its capacity by
14 million tpa through greenfield and brownfield projects.

Grey cement:
With a combined capacity of 13.12 million tpa, Grasim is among the largest
producers of grey cement in India. Its units are located at Jawad and Raipur in
Madhya Pradesh, Shambhupura in Rajasthan, Malkhed in Karnataka, Sikka in
Gujarat, and Reddipalayam in Tamil Nadu. All the plants are located close to sizeable
limestone mines and are fully automated to ensure consistent quality. All units use
state-of-the-art equipment and technology and are certified with ISO 9001 for quality
systems, and ISO 14001 for environment management systems.

White cement:
Grasim is the largest producer of white cement in India, with a capacity of 475,000
tpa. Branded as Birla White, this division manufactures world-class white cement in
a variety of textures and finishes. It has applications in floorings and exterior wall
finishes, apart from other innovative uses.
  Introduction - Birla White Ltd.:

UltraTech is India's largest white cement manufacturer. UltraTech manufactures

white cement under the brand name — Birla White.

Birla White, UltraTech Cement’s brand that is synonymous with white cement,
celebrated its 25th anniversary at its Kharia Khangar (Rajasthan) plant on 11 April
2013. Over the years, Birla White has consistently expanded its product portfolio and
strengthened quality. Today, it makes and markets several surface finishing options
such as WallCare Putty, Textura, Glass Reinforced Concrete and Levelplast. Looking
ahead, its aim is to become a globally benchmarked organisation in white cement
through value-added products, continued focus on quality and customer delight. The
brand also plans to reach projected revenues of Rs 3,000 crore by 2015-16.

Birla White has one of the largest white cement plants in South East Asia, with an
installed capacity of 560,000 TPA, and among the most technologically-advanced in
the world. Commissioned in 1988 with a capacity of 80,000 TPA, the plant has
expanded over a period of time by the debottlenecking of existing equipment,
technology upgradation, modernisation and the commissioning of Line-II in 1997.

UltraTech Cement has a strong global presence in the developed European and fast-
growing Asian markets with exports to 26 countries. To cater to the growing market,
Birla White recently commissioned a manufacturing facility for WallCare Putty at
Katni, Madhya Pradesh, with a production capacity of 4 lakh MTPA. With this unit,
Birla White will be able to efficiently service the markets in central, west and south
India, improve product availability, and create a dominant position in the market.

Birla White is a critical component in wall finishes such as Grit Wash, Stonecrete
and Tyrolean. It is also the main ingredient in the application of mosaic tiles and
terrazzo floorings.
The range of unique stand-alone products that Birla White has introduced includes
Wallcare putty, Levelplast, Textura, GRC and Kool-n-Seal.

Birla White being the "Whitest White Cement" offers a pristine white canvas for
crafting architectural elegance. It's the key ingredient in the application of decorative
cement paints, mosaic tiles, terrazzo floorings and marble laying. Its remarkably high
refractive index and high opacity imparts a gleaming luster and smooth finish to
surfaces. Besides, it's also a significant constituent in wall finishes such as Grit Wash,
Stonecrete and Tyrolean.
  Products of Birla White:

The range of unique stand-alone products that Birla White has introduced are as
follows:

 Birla White Cement:

Birla White Cement takes artistic expression in architectural design to the next level.
A product of the most advanced technologies and manufacturing processes, it offers a
pristine white canvas for crafting architectural elegance. Birla White is the preferred
white cement for decorative paints, plasters, Mosaic tiles, Terrazzo flooring and
white cement based value-added products.

 Birla White Wall Care Putty:

The elegant décor of your home can easily be marred by the eyesore of flaking,
ruining even the expensive coat of paint on your walls. Birla White Wall Care Putty
offers you total protection against flaking. Its superior quality makes it the only putty
in India to meet global standards (HDB, Singapore). As a white cement-based putty,
it binds strongly with the base plaster, even if the surface is damp, and forms a
protective base.

 Birla White Textura:

Style doesn't stop just at the look of your walls, but extends even to its feel. What's
more, Birla White Textura also offers protection for your walls from weathering. It's
more economical as compared to acrylic based finish, as there's no need to apply
primer. Birla White Textura is available in two varieties - Spray Roller Finish (RF),
which is ideal for interiors, and Trowel Finish (TF), which is best-suited for external
walls.

 Birla White GRC:

Birla White GRC opens up a whole new world of possibilities for modern architecture. It's a
versatile and lightweight moldable finishing material that's perfect for decorative
elevations. It's made from Birla White Cement, high-silica sand, alkali-resistant glass
fibers and other mixtures. Naturally occurring oxide pigments can be added to give it
the desired shade of color. It is one of the most versatile building materials available
to architects and engineers.
  Birla White Levelplast:
Give your walls the distinction of a smooth and glossy finish with Birla White
Levelplast. This water-resistant, white cement-based product is perfect for levelling
concrete/mortar walls and ceilings especially when there are major undulations. It
fills up the fine pores of concrete/mortar walls and ceilings to give a white, smooth
and dry surface for painting. This ensures your walls look freshly painted, even after
many years.

 Major Competitors:

Although Birla White is the leading brand in both White Cement and Wall Putty, but
it has its competition with JK White Cement and JK Wall Putty.
  SWOT Analysis:

S tre ng th:

 A s tring b rand image is the b igges t s trength o f Birla white-

Birla white is positioned in the minds of consumers in such a way
that it reflects the strength of quality.

 Retailer scheme provide a competitive advancement to Birla white.

 Distribution is a key to success-cement and wall care putty is a bulky

product invo lving c o s t o f trans p o rtatio n. T o avo id unnec es s ary
c o s t. Birla white has uniq ue d is trib utio n s ys tem.

 Most of all quality is the key to success and Birla white brand maintain quality
and it is c ertified like IS O 9001, IS O 14001, O HS AS 18001
and S A 8000standards.

 Painter token scheme and cash discount also make Birla white more
popular and retailer and painter get benefit of scheme.

 P ro mo tio n als o a fac to r whic h affec ts s atis fac tio n level and
Birla white d o promotion so effectively they provide displays to the
retailers which lead or promote the product.

 Any product can reached in the market by retailer and company should solve
the problems of retailers for that purpose Birla white does
painter/retailer/engineer meet which enhance satisfaction level.

 Technical assistances cell also strength of Birla white but only few
retailers know about this cell.

 Timely delivery of the products form distributors to retailers also make Birla
white stronger in this field.

 The packaging of the products is also better than all other brands.
Weaknesses:

 The only weakness of Birla white is that company has suffers in some
way because of local brand which are low cost.

 There is also one other weakness is that, Birla white don’t conduct regular
meetings for Retailers, Painters and Builders.
 Because of the distributors of products of Birla White, retailers doesn’t get any
free promotional tools.

Opportunities:

 Birla white have good opportunity in wall care putty and white
cement Birla white wall care putty , people are now aware with the putty
benefits and they are purchasing it.

 It has also good opportunity in all the white cement based products like, Birla
White Textura, Level Plast, and Cement Wash.

Threats:

 Birla white is having the highest share in the market. Hence, company
does not suffer from any threat competitors or foreign companies coming in
India. But only threat is competition between retailers.
 CHAPTER-3
Brand Awareness Analysis

 Objective of Training:

The topic was assign to me for my entire internship named, “Brand Awareness
Analysis – Company VS Competition, for Birla White Cement and Birla White
Wall Care Putty.” This had several objectives:

 Measurement of Satisfaction level of Retailers with Birla White

brand, on parameters important to them.

 Identify benchmark brands which have a lasting Impression on

Retailer’s mind on each of the important parameter…

 To find out attitude of Retailer towards various White Cement

and Putty brand.

 T o kno w the R etailer’ s s ugges tio n to ward s the b rand .

 To measuring the satisfaction level of Painters and Paint Contractors

towards Birla White Wall Care Putty.

 To find out the problems arises while using Birla White Cement and
Putty.

 To measuring the satisfaction level of Builders and Architects towards

Birla White.

 To find out the attitude of Architects and Builders while dealing with
this brand.
 Task Assigned:

SURVEY FROM WHITE CEMENT/PUTTY RETAILERS

Who is Retailer?
The word retailer has been derived from the French word “Retail” which means to
sell in small quantities, rather than in gross. A retailer is a person who purchases a
variety of goods in small quantities from different wholesalers and sell them to the
ultimate consumer. He is the last link in the chain of distribution from the
producer to the consumer.

How Retailer gets finished goods?

Raw Material

Suppliers

Manufacturer

Distributors

Retailers
 SURVEY FROM PAINTERS AND PAINT CONTRACTOR

I talked to more than 60 Painters, almost all the Painters and Paint Contractor use
Birla White Wall Care Putty before painting the wall and are totally satisfied with
the brand. The main reason of their satisfaction is the painter token which provide
them free training by Birla White itself and one of the main reasons for their
satisfaction is the great quality served by Birla White in their products.

SURVEY FROM ARCHITECTS

Who is Architect?

An Architect is a person who plans, designs, and oversees

the construction of buildings. To practice architecture means to provide services
in connection with the design and construction of buildings and the space within
the site surrounding the buildings, which have as their principal purpose human
occupancy or use.

I talk to almost 50 Architects but only 12 of them were successful and gave me
time towards my survey. From those 12 architects, 10 are strongly satisfied with
Birla White Wall Care Putty.

SURVEY FROM BUILDERS

After completing survey from Architects, I moved towards my next objective of

training which was, measuring satisfaction level or builders towards the brand and
its products.

For this purpose I talk to more than 40 builders in Jodhpur but only 20 of them are
successful and gave me positive responses towards my survey and filled the
questionnaire. I visited few construction sites to meet more builders for this
purpose. I visited Unique Builders’ office and then its construction site at
Sardarpura and near DPS School.
 CHAPTER – 4
RESEARCH METHODOLOGY

 Introduction:
Research Methodology is the way to find out the result of a given problem on
specific matter or problem that is also referred as research problem. In methodology,
researcher uses different criteria for solving/searching the given research problem.
Different sources use different type of methods for solving the problem.

The design of any research project requires considerable attention to the research
methods and the proposed data analysis. Within this section, we have attempted to
provide some information about how to produce a research design for a study.

In Research Methodology, researcher always tries to search the given question

systematically in our own way and find out all the answer till conclusion. If researc h
does not work systematically on problem, there would be less possibility to find out
the final result. For finding or exploring research questions, a researcher faces lot of
problems that can be effectively resolved with using correct research methodology.

 Objective of Research Methodology:-

The purpose of research is to discover answers to questions 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 as yet. Though each research study has its
own specific purpose, we may think of research objectives as falling into a number of
following broad groupings:
1. To gain familiarity with a phenomenon or to achieve new insights into it
(studies with this object in view are termed as exploratory or formulative research
studies);
2. To portray accurately the characteristics of a particular individual, situation
or a group (studies with this object in view are known as descriptive research
studies);
3. To determine the frequency with which something occurs or with which it is
associated with something else (studies with this object in view are known as
diagnostic research studies);
4. To test a hypothesis of a causal relationship between variables (such studies
are known as hypothesis-testing research studies).
  Methods of Data Collection:-

 Collection of Primary Data

We collect primary data during the course of doing experiments in an experimental
research but in case we do research of the descriptive type and perform surveys,
whether sample surveys or census surveys, then we can obtain primary data either
through observation or through direct communication with respondents in one form
or another or through personal interviews.
Methods of Collection of Primary Data:
o Observation Method
o Interview Method
o Collection of primary data through Questionnaires
o Collection of primary data through Schedules

 Collection of Secondary Data

Secondary data means data that are already available i.e., they refer to the data which
have already been collected and analyzed by someone else. When the researcher
utilizes secondary data, then he has to look into various sources from where he can
obtain them. In this case he is certainly not confronted with the problems that are
usually associated with the collection of original data. Secondary data may either be
published data or unpublished data.
Methods of Collection of Secondary Data are published and unpublished data.
Published data may be collect from:
o Publications of government
o Technical and trade journals
o Reports of various businesses, banks etc.
o Public records
o Statistical or historical documents.

Unpublished data may be found in letters, diaries, unpublished biographies or work.

 CHAPTER – 5
DATA INTERPRETATION AND ANALYSIS

 Findings of my study (Analysis & Interpretation):

Analysis & interpretation is one of the most important steps in

the research p ro c ed ure. T he s uc c es s o r failure o f the res earc h largely
d ep end s o n ho w successfully the analysis & interpretation is done.

To make data meaningful we classify the data according to different variables to

make it tabulation is done of the classified data. Main purpose of tabulation is to
know the frequency of response. It helps to develop relationship between the data and
also to compare the data.

Next stage after analysis of data is to interpret the analyzed data. Interpretation means
what does the analysis means and on the basis of that to determine cause and effect
relationship. In short, interpretation means to give meaning to overall analysis.

RETAILERS

Q1. Do you have White Cement/Putty at your shop?

80

70

60

50
Putty
40
White Cement

30 Both

20

10

0
Retailer
INTERPRETATION:
 There are 70 retailers out of 100 who have White cement in their shops.
 There are around 45 retailers out of 100 who have both White Cement and
Putty in their shops.

Q2. Which Brand do you have at your shop?

Retailer

Both
20%

Birla white
45%

J.K
35%

INTERPRETATION:
 There are 45% retailers who have Birla White brand in their shops.
 There are 35% retailers who have J.K. in their shops.
 And there are 20% retailers who have both the brands in their shops..
 Q3 How satisfies are you with brand in respect of Quality?

Retailer
Others
1%

J.K
37%

Birla
62%

INTERPRETATION:
 62% retailers are fully satisfy with the Birla White brand in respect of
quality.
 In same context there are only 37% retailers and 1% who are satisfy
with other brands.

Analysis from Retailers (Problems and Benefits):

 100% retailers sales White cement and out of them 80% sale Birla
White Cement.
 Out of 100% White cement retailers, 60% also sale Putty.
 Out of 60% of Putty Retailers, more than 50% sale Birla White Wall
Care putty.
 The main problem with the retailers toward Birla White is that,
according to them there is no fix price of Birla White Wall Care
Putty in the Market. Dealers’ sales different prices to different
retailers.
 2nd problem is that there is no meeting conducted yet by Birla White
for Retailers or Birla White Cement and Putty.
 3rd problem is that, there is no free promotional tools are yet provided
my Birla White Ltd. To any retailers of them.
 Still they keep products of Birla white in stock of its quality.
Suggestions from Retailers:

 According to retailers, there should be a fix price of White

Cement and Putty for all the retailers and Painters in the market.
 Birla White Ltd. Should conducts monthly meetings with its
retailers for direct interactions so that, retailers can easily share
their views and problems with company.
 Birla White Ltd. should provide some free promotional tools like;
Pen, Flex Banners, Dairy to retailers just to attract more
customers.
 There should be more dealers of Birla White in the market.
Currently there is only 2 dealers of Birla White in Jodhpur.
 PAINTERS

Q1. Which brand of putty you recommend to use before paint?

2%

3%

Birla
J.K
Other

95%

INTERPRETATION:

 95% Painters/Paint Contractors recommend Birla White Putty to use before

paint.
 3% recommend J.K. and remaining 2% recommend other brands in same
context.

Q2. Have you faced any problem with the brand in respect of quality?

60

50

40
Axis Title

30

20

10

0
Problem No Problem
Column1 3 58
INTERPRETATION:

 According to my survey out of 61 surveys I did, 58 painters did not have

any type of problem with Birla White.
 And only 3 painters had some type of problems which they already
resolved.

Analysis from Painters & Paint Contractors (Problems and Benefits):

 Painters and Paint Contractors are also fully satisfied with the
Birla White Wall Care Putty.
 Almost every painter applies Birla White Putty before
painting.
 There is no problem with the painters towards Products of
Birla White Ltd.
 According to them the best part of Birla White Wall Care
Putty is that, More Whiteness and good shining in compare to
others.
 It covers large area on walls and gives good finishing.

Suggestions from Painters and Paint Contractors:

 According to painters, there should be low price of Birla White

Wall Care Putty in compare to other brands.
 Birla White Ltd. Should conducts regular meetings of painters
in context of Birla White Putty just to know that what type of
problems, painters dealing with.
 ARCHITECTS

Q1. Which brand you prefer most?

Both
29%
Birla
41%

J.K
30%

INTERPRETATION:
 41% architects prefer Birla White to use in their work.
 30% architects prefer J.K.
 And 29% prefer both the brands they give equality to both and find no
difference in respect of quality.
Q2. Have you ever use Birla White Putty?
Series 1

No 0

Yes 12

INTERPRETATION:
 All the surveys from architects I did, I found that they are using Birla
White Wall Care Putty in their work.
Q3. How satisfy are you with brands in respect of quality?

Other J.K Birla

0
1

11

INTERPRETATION:

 Almost all the architects are fully satisfied with the brand in respect of
its quality.
 Expect only 1 architect is not that much of satisfy.

Analysis from Architects (Problems and Benefits):

 Almost every architect is fully satisfied with the brand.

 And every architect uses Birla White Wall Care Putty in their work.
Expect some architect, because they use that product white customer
want.
 Architects also recommend Birla White Wall Care Putty to their
customer for good finishing and shining in work.
 But still there are some architects who do not use Birla White Wall Care
Putty in their work.
 Architects had to mention their existing contract/site and the best part of
Birla White Wall Care Putty.
Suggestions from Architects:

 Only 1 or 2 architects gave suggestions towards this survey.

 According to them, there should be regular meeting conduct by Birla
White Ltd.
 There should be good attitude of dealers towards retailers and architects.
 Price should be low in compare to other brands.
 Birla White Ltd. Keeping its best quality in this segment.
 There should be some registered retailers of Birla White Ltd.
 Birla White Ltd. should provide free promotional tools to retailers and
architects.
 Birla White should directly interact with their customers like, Architects,
Retailers, Painters and Builders.
 BUILDERS

Q1. Which brand of White Cement you prefer most?

Other
20%

J.K
10%

Birla
70%

INTERPRETATION:

 70% builders prefer Birla White Cement in their work.

 10% builders prefer J.K. and 20% builders prefer other brands of white
cement.

Q2. How satisfy are you with brands in respect of quality?

Others
0%
J.K.
10%

Birla
90%

INTERPRETATION:

 90% builders are fully satisfied with the brand Birla White Cement.
 And 10% are satisfied with J.K.
Analysis from Builders (Problems and Benefits):

 All the builders I met, is fully satisfied with Birla white cement.
 Some builders ask customer before using Birla white cement and some
of them directly use this at their site because of its quality.
 And some builders recommend customer to use Birla white cement in
their work.
 The only problem that is builders facing during purchase of Birla white
cement is that, retailers set different prices.
 I also found in my study that, very few builders have fix retailer/dealer,
otherwise everyone purchase product from shops whichever is near to
their site.
 I visited few construction site and met with the builders and asked them
for their contact details but they were not feel safe to share their contact
details with me.

Suggestions from Builders:

 Very first suggestion from builders is that, there should be registered

retailer.
 There should be regular/monthly meeting conduct by Birla White Ltd. In
context of builders.
 CHAPTER – 6
SUGGESTIONS AND RECOMMENDATIONS

 Limitations:-

In my entire course of project I collected and interpret the data without

most reliability and consistency, but due to subjectivity and prejudice of
the customers and dealers, I face certain limitations which are as follows:-

 Survey is limited to Jodhpur (Rajasthan) region only.

 Answers of questionnaire depend upon belief of retailers, painters,

architects and builders which may differ from the reality.

 Survey is conducted by considering the time constraint sample size

during this time period may not be adequate.

 Exaggerated information could have been given by retailers, painters,

architects and builders to impress or to cut short the interviews.

 A chance of wrong answer is there.

  Suggestions:-

The performance of Birla White is good in the market and also Birla White has a
brand name and it is very popular. But from the survey I found thatthere is more need
to frequent advertisement, not considered directly in buying but its essential to
promote the sales.

To satisfy retailers and stockiest company should give more commission to retailers
and give more credit terms and more attention on quality at fair prices.

Company should try to manage healthy competition between retailers and try to build
an association of retailers so they stop cut throut competition and get enough profit
and gain.

Company shhould do few more retailers meed in a year.

On behalf of whole study, there should be more deailers in the market for the ease of
retailers.

Company should provide training to painters in contextt of how to use Birla White
Wall Care Putty.

Company should provide free promotional tools of its products to every retailers.

Company should conduct regular meetings with retailers, painters and builders to
know the problem facing by them directly.
  Conclusion:

As a part of my study, I have done my final project in Birla White Ltd. (Marketing
Centre, Jodhpur). I have done final project work on “Brand Awareness Analysis –
Company vs Competition for Birla White Cement and Birla White Wall Care
Putty.”

I have collected all the information regarding to the project report and then take a
survey on retailers, painters, architects and builders satisfaction in Jodhpur city. From
the survey of retailers, I concluude that retailers play an important role with the help
of retailers product reached to the consumer. So it is important to satisfy them and
they satisfied while; they went well quality at fair price and from the survey of
retailers becauce retailer are key factor for the cement industry. If retilaers are
satisfied with level they get from the company than adversely it affects the
company’s sales.

Painters also played an important role in sale of Birla White Wall Care Putty. It is
very necessary to satisfy. They help product reach to the customer and they also
recommend customer to use the product. Satisfaction of painters will led to adverse
effect in company’s sale.

Archities and builders also play a crucial role in increase the brand image of Birla
White and brand image of its product. Their main work is totally depending on the
White Cement and Putty so this is also necesarry to satisfy the Archites and Builder
in context of brand and its products.

Finally I would like to conclude that Birla White is one the most reputed companies
in the Indian market but still there are better scopes of improvements. Comapnys
hould take in to account suggestions and views of Retailers, Painters/Paint
Contractors, Architects and Builders to improve the performance.
 CHAPTER – 7
REFERENCE SECTION

 Appendices:

Date:-
Questionnaire
1. Name of the Retailer______________________________________

Address_______________________________

2. How many Cement/Putty brands do you aware about?

a.___________ b. ___________
c. ___________ d. ___________
e. ___________ f. ___________

3. Do you have white Cement/Putty for sale at your shop?

Yes. No.
a). White Cement ( ) ( )
b). Putty ( ) ( )

4. If yes, than which brand do you have?

a. Birla wall care ( )
b. JK White ( )
c. Asian Paint Putty ( )
d. Nerolac Putty ( )
e. Other________________

5. Preference Rate? Rate following 1 to 5. (1.Strongly disagree 2.Disagree 3.

Neutral 4. Agree 5. Strongly agree)
a. Price ( )
b. Profit ( )
c. Brand Name ( )
d. Schemes ( )
e. Quality ( )

6. How much quantity do you purchase?

a. More than 5 tons
b. 3 to 5 tons
c. 1 to 3 tons
d. Less than 1 ton
7. Your clients:-
a. Painter ( )
b. Builders ( )
c. Contractor ( )
d. Individuals ( )

8. Which sales promotion tool have you received?

a. Free calendar/Diary
b. Free key chain/Pen
c. Flex Board
d. Credit for few days
e. Lucky draw coupons
f. Any other______________

9. Have you faced any of following problems with brand of Cement/Putty?

a. Quality
b. Torn bags
c. Other problem______________________
d. No. problem
e. If yes, how it was
resolved___________________________________

10. How satisfied are you with the present brand in following respect?
Factors Ultratech JK Asian Berger Other
(Birla Paints Brands
White)
Quality

Price
Availability
Packaging
Sales
Promotion
tools

11. What are your suggestions for existing product or brand??

a.___________________________________

b.___________________________________

c. __________________________________
  Bibliography:

Magzines/Books:
 Marketing Management by Philip Kotler, 14th
Edition (Publisher : Prentice Hall)

 Research Methodology, Methods and Techniques by

C. R. Kothari, Second Revised Edition.
(Publisher: New Age International Publisher)

Websites:
 www.birlawhite.com
 www.adityabirla.com
 www.scribd.com