Birla Corporation Limited Promotional Scheme

1itendra
Virahyas

]v!RAHYAS@CNA!L.CON

2
A
Project Study Report
On Undertaken at
BirIa Corporation Limited

Titled
"Promotional Scheme
$:-mitted in partiaI f:IfiIment for the
Award of degree of
Master of Business Administration

$:-mitted By: - $:-mitted To:-
XXX XXX Dr. xxxxxxx
MBA Part II ($em 4th ) H.O.D.

Deepshikha College of Technical Education, Jaipur
2009-2011
3

Certificate

4

DECLARATION

XXX XXX S/O Mr. MUxxx declares that the project report titled "Promotional
Scheme" is based on my project study. This project report is my original work and this has
not been used for any purpose anywhere.

XXX XXX
4th Sem (II Year)

3
PREFACE
ounded in 1919 by the visionary industrialist, Shri G.D. Birla, at the outskirts of the then
Calcutta. Birla Manufacturing Company Ltd. was the first company of Birla industrial
conglomerate. Under the stewardship of his nephew, Shri M.P. Birla, the company diversified
and expanded its business interest beyond cement, jute, PVC goods, steel casting and auto
trims. Birla Corporation Limited is the flagship company of M.P. Birla group. t has variety in its
basket.
The core business of Birla Corporation limited is cement, generating 93% of the revenue for
the company, 6% jute and 1% from other sectors.The project contains the basic things which
are necessary for knowing Brand-Positioning of Company. irstly is the Market Research is
done by me in Bhilwara by
O Taking NNE major Brands Birla Samrat Cement, Ambuja Cement, Ultratech Cement, Binani
Cement, J.K. Laxmi Cement, Binani Cement, Bangur Cement, Rockstrong cement & Shree
Cement. Data collected by me only from Dealers .After data collection Research Methodology
is done & find out the market Shares and promotional scheme of cements in Bhilwara.
O n a nut-shell after the completion of my Brief & Vast report on the crucial subject matter of
"Knowing the Brand-Position of Birla Corporation Limited. in my long

6

ACKNOWLEDGEMENT
express my sincere thanks to Dr.S.K.Jain, General Manager (HRD) or guiding me
right from the inception till the successful completion of the project. sincerely acknowledge
her for extending their valuable guidance support for Literature critical reviews of project and
the report and above all the moral support she had provided to me with all stages of this
project.
would also like to thank the Mr. J. Virahyas supporting staff of all the company
Department, especially for the Mr. Jitendra Virahyas for their help and cooperation throughout
our project.

XXX XXX

7

EXECUTIVE $UMMARY
This project report is prepared as the partial fulfillment of two year degree programme of
MBA curriculum of Rajasthan Technical University, Kota. This Research project is a
compulsory part of the academics. This research is done in the Third semester of the MBA
program.
n this research, have attempted the research about market share and promotional
schemes.The overall purpose of this research is to indentify the market share of Birla cement
in Bhilwara market. have taken nine major cement brands for this research. The whole
research is based on Dealer & retailer's survey.The project is followed by content.
This report is an honest work towards the topic. There can be many short comings in it
because of the lack of the time, unavailability of data and other constraints.
"Promotional Scheme" under the guidance of Mr. Mukesh Dad submitted in partially
fulfillment of the requirement for the award of degree of Master of Business Administration to
Rajasthan Technical University, Kota is my original work - research study - carried out and not
submitted for the award of any degree, diploma, fellowship or other similar titles or prizes to
any other institution/organization or university by any other person

8

CONTENT$

. Introd:ction to the ind:8try ...................8
2. Introd:ction to the organization .............................
. Re8earch MethodoIogy .....................66
3.1 Title of the Study .....................66
3.2 Duration of the Project..................66
3.3 Objective of the Study ............... .66
3.4 Type of Research ................. 66
3.5 Sample Size and method of selecting sample..... ..67
3.6 Scope of Study .........................67
3.7 Limitation of Study................................................................81
4. Fact and Finding8 ......................82
5. AnaIy8i8 and Interpretation ....................8
6. $WOT ............................ 88
7. ConcI:8ion ......................,,,..,9
8. Recommendation8 and $:gge8tion8 ................94
9. Appendix.............................96
.Bi-Iiography........................99

. INTRODUCTION OF THE INDU$TRY
Cement Ind:8try
Cement ndustry originated in ndia when the first plant commenced production in 1914
at Porbandar, Gujarat. The industry has since been growing at a steady pace, but in the initial
stage, particularly during the period before ndependence, the growth had been very slow.
Since indigenous production was not sufficient to meet the entire domestic demand, the
Government had to control its price and distribution statutorily. Large quantities of cement had
to be imported for meeting the deficit.
The cement industry responded positively to liberalization policy and the Government
decontrolled the industry fully on 1st March 1989. rom 1991 onwards cement industry got the
status of a priority industry in schedule of the industry policy statement, which made it
eligible for automatic approval for foreign investment up to 51% and also for technical
collaboration on normal terms of payment of royalty.
After the globalization and liberalization of ndian economy, the cement industry has
been growing rapidly at an average rate of 9 percent. The country is now the second largest
producer of cement in the world next only to China with a total capacity of 217.80 million tones.
Additionally, in the last two decades, the industry has undergone rapid technological up
gradation and growth, and now, some of the cement plants in ndia are comparable to the
worlds best operating plants in all respects.
Till a few years ago ndia was importing cement from other countries, as the production
could not meet the demand for the whole country. Now the tables have turned as ndia has
started exporting large quantities of cement and clinker to Bangladesh, Nepal, Sri Lanka,
Maldives, Mauritius, Africa, Seychelles, Burma, UAE, and Singapore e

ndia is today the second largest producer of cement in world with an installed capacity
of close to 217.80 million tons per year. 95 % is consumed domestically and only 5% is
exported. Demand is growing at more than 10 % per annum. More than 90 % of production
comes from large cement plants. There are a total of 146 large and more than 350 small
cement manufacturing units in the country. More than 80% of the cement-manufacturing units
use modern environment friendly "dry process.
n the cement industry there are two sectors one consisting of large plants and the
other consisting of mini cement plants. A factory with an installed capacity exceeding 2, 97,000
tones per annum (900 tons per day) is a large plant and with capacity up to and including
2,97,000 tons is a mini cement plant. At present, there are 146 large plants and about 365 mini
cement plants. Since mini cement plants are scattered all over the country with a number of
associations representing different types of processes, sizes etc. and some of them are even
tiny units, it has not been possible to obtain correct data of this sector. The present installed
capacity of large plants is 217.80 million tons and the estimated capacity of mini cement plants
is 11.8 million tons.
2,97,000 tons is a mini cement plant.

At present, there are 146 large plants and about 365 mini cement plants. Since mini
cement plants are scattered all over the country with a number of associations representing
different types of processes, sizes etc. and some of them are even tiny units, it has not been
possible to obtain correct data of this sector. The present installed capacity of large plants is
217.80 million tons and the estimated capacity of mini cement plants is 11.8 million tons
2,97,000 tons is a mini cement plant. At present, there are 146 large plants and about 365 mini
cement plants. Since mini cement plants are scattered all over the country with a number of
associations representing different types of processes, sizes etc. and some of them are even
tiny units, it has not been possible to obtain correct data of this sector.
The present installed capacity of large plants is 217.80 million tons and the estimated
capacity of mini cement plants is 11.8 million tons.

2

Overview of the performance of the Cement $ector
The ndian cement ndustry not only ranks second in the production of cement in the
world but also produces quality cement, which meets global standards. However, the industry
faces a number of constraints in terms of high cost of power, high railway tariff; high incidence
of state and central levies and duties; lack of private and public investment in infrastructure
projects; poor quality coal and inadequate growth of related infrastructure like sea and rail
transport, ports and bulk terminals. n order to utilize excess capacity available with the cement
industry, the government has identified the following thrust areas for increasing demand for
cement:
Housing development programmers & Promotion of concrete highways and roads;
Use of ready-mix concrete in large infrastructure projects;
Construction of concrete roads in rural areas under Prime Ministers Gram Sadak Yojana.
n ndia, the different types of cement are manufactured using dry, 8emi-dry, and wet
proce88e8. n the production of Clinker Cement, a lot of energy is required. t is produced by
using materials such as limestone, iron oxides, aluminium, and silicon oxides. Among the
different kinds of cement produced in ndia, Portland Pozzolana Cement, Ordinary Portland
Cement, and Portland Blast urnace Slag Cement are the most important because they
account for around 99% of the total cement production in ndia.
The type8 of cement in India have increased over the years with the advancement in
research, development, and technology. The ndian cement industry is witnessing a boom as a
result of which the production of different kinds of cement in ndia has also increased.
By a fair estimate, there are around 11 different types of cement that are being produced in
ndia. The production of all these cement varieties is according to the specifications of the
cement.

3

CURRENT $CENARIO
The ndian cement industry is the second largest producer of quality cement, which
meets global standards. The cement industry comprises 130 large cement plants and more
than 300 mini cement plants. The industry's capacity at the end of the year reached 180.91
million tons which was 168.32 million tons at the end of the year 2008-09, thereby
registering growth of 10.77%.
Cement industry in ndia is currently going through a consolidation phase. Some examples
of consolidation in the ndian cement industry are: Gujarat Ambuja taking a stake of 14 per cent in
ACC, and taking over DL Cements and Modi Cement; ACC taking over DCOL; ndia Cement
taking over Raasi Cement and Sri Vishnu Cement; and Grasim's acquisition of the cement
business of L&T, ndian Rayon's cement division, and Sri Digvijay Cements.
oreign cement companies are also picking up stakes in large ndian cement companies.
Swiss cement major Holcim has picked up 14.8 per cent of the promoters' stake in Gujarat Ambuja
Cements (GACL). Holcim's acquisition has led to the emergence of two major groups in the ndian
cement industry, the Holcim-ACC-Gujarat Ambuja Cements combine and the Aditya Birla group
through Grasim ndustries and Ultratech Cement. Lafarge, the rench cement major has acquired
the cement plants of Raymond and Tisco. taly based cement has acquired a stake in the K.K. Birla
promoted Zuari ndustries' cement plant in Andhra Pradesh, and German cement company.
Heidelberg Cement has entered into an equal joint-venture agreement with S P
Lohia Group controlled ndo-Rama Cement.

4

2. INTRODUCTION TO THE ORGANI$ATION
Origin & Growth
Birla Corporation Ltd., a well known name in the business world was established by
Late Shri Ghanshyam Das Birla in the year 1919. He set up the first ndian jute mill near
Calcutta and named it Birla Jute Manufacturing Company Ltd. The name of the company was
changed to Birla Jute & ndustries Ltd. in 1983 and finally to Birla Corporation Ltd. in 1998.
rom Late Shri G. D. Birla the unit passed on to his nephew Late Shri M. P. Birla, who
with his entrepreneurial abilities and keen management mind expanded it into an industrial
empire with manifold diversification in various areas.
M. P. BIRLA GROUP
* Birla Corporation Ltd.
* Vindhaya Telelinks
* Universal Cables
* Birla Ericsson
* Hindustan Gums & Chemical Ltd.

3
The company has following diversifications namely-

Cement
Jute
Carbide & Gases
Synthetics
Vinoleum
Auto Trim
GeneraI Performance
Cement division of the company performed well during the year with higher capacity
utilization, increased volumes & improved profitability. During the year all the plants operated
satisfactorily.
n marketing zone cement production increased from 36.25 million tones to 41.44 million
tones (up to Jan. 10), registering a growth of 14.32%. The cement consumption also increased
from 36.15 million tones to 40.94 million tones registering 13.25% growth. Company market
share is 4.69%.
Company achieved production in current year of 23.64 lac tones from 24.17 lac tones in
previous year, due to shut down of CCW kiln for modification work from second week of
eb.09 to mid May.09, registering negative growth of 2.19%. Cement dispatches also
decreased from 24.21 lac tones (previous year) to 23.63 lac tones. Capacity utilization had
been 118%. Production of Birla Cement Samrat has also decreased to 18.16 lac tones from
18.92 lac tones registering negative growth of 4.01%. Samrat production is 77% of total
production.

6
Price Trend
The market rates shown upward trends of Rs. 8/- to Rs. 10/-per bag from Apr.09 to
Sep.09, after which the market has shown downward price trend and market rates were
decreased by Rs. 13/- to Rs. 15/- per bag during Oct.09 to Jan.10.
The demand was also low during this period & again from the eb.10, the market rates
have increased by Rs. 8/- to Rs. 10/- per bag due to increase in Excise duty and Diesel rates
in the union budget, but in U.P. the market price were at peak during the month of mar.10 and
increased up to Rs. 15/- to Rs. 20/- per bag, as compared to April 09.
The overall market rates remained almost at the same level of April 09.

O:tIook for 2-2
The industry is likely to maintain its growth momentum and continues growing in the
range of 10% to 12% in production / consumption in long term. Government initiatives in the
infrastructure projects, Housing sector by maintaining interest rates of loan, Road construction
projects, upcoming Commonwealth games and NAREGA works are likely to be the main
drivers of growth for the industry.
The capacity addition during the financial year 2009-10 was 23.18 million tones and
capacity is expected to rise to 30.0 million tones by 2011.

7

Cement Prod:ction and Di8patche8
During ebruary 2010, cement production was 13.53 million tones, registering a growth
of 6.54% as compared to 12.70 million tones in ebruary 2009.
Cement dispatches were 13.35 million tones in ebruary 2010, showing a growth of
4.95% as compared to 12.72 million tones in ebruary 2009.

Cement / CIinker Export
During ebruary 2010, cement export was 0.14 million tones showing a decline of
33.33% as compared to 0.21 million tones in ebruary 2009.
Clinker export also showed a decline of 13.64% in ebruary 2010 (0.19 Mn. T. from
0.22 Mn. T. in ebruary 2009).

8
The Company
Core VaI:e8:-
1. Business entity & ethics
2. Transparency and openness
3. Sense of ownership
4. Striving for excellence
Vi8ion:-
Be one of the best known work culture and organizational climate in cement industry.
Attain excellence in every sphere through team work while fostering individual uniqueness,
entrepreneurship and empowerment.
Mi88ion:-
To develop an enabling learning, responsive and trustful organizational climate where
people are respected empowered and derive joy in working.
Q:aIity PoIicy:-
Birla corporation ltd. s committed to comply with requirements of the customers to their
entire satisfaction and continually improved the effectiveness and quality management system
by
Enhancing customer satisfaction by supplying consistent quality cement.
Regular up gradation of technology, optimum utilization of resources and up keep of
equipments for reducing the costs.
Training and development of employees to develop quality culture in the organization.

22
QUALITY CONTROL AND A$$URANCE

n 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. n 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: -
O Computerized mine planning and deposit evaluation to enable optimum use of raw material
O Online X-ray fluorescence spectrometer for raw material control and raw mix design.
O Better aided instrumentation and process measurements using X-ray analysis, gas analyzers,
temperature and pressure measuring devices, etc.
O Centralized kiln control system in conjunction with expert control systems for process and
operation control.
O Continuous monitoring of quality in production by plants as well as by the certifying agency,
namely, Bureau of ndian Standards (BS) under compulsory Certification Scheme.
BS 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
ndian cement industry recognizes that SO-9000 quality system is extremely important for
quality assurance, reliability and competitiveness, about 45 cement plants have already
secured SO-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.

23
ndia produces different varieties and grades of cement, namely, Ordinary Portland Cement
(OPC) (33, 43, 53 grades), Portland Pozzolana Cement (PPC), Portland Blast urnace Slag
Cement (PBSC) 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 ndian Standard Specifications
Lnv|ronment Safety
Number of activities on safety awareness, health checkup of all employees is being
carried.
$afety
n order to have control overall accidents and serious / fatal accidents within the plants,
the each and every employees of the organization is familiar with the thinking and objectives of
the organization and support the safety programmed. To prevent accident, we have included
the safety programmed like investigation & analysis of all serious and fatal accidents,
recommendations / remedial measures to prevent similar accidents and we also included the
near miss situation / accidents in our safety programmed.
The regular safety inspection is being conducted in the plant to identify unsafe
conditions and unsafe practices, which lead to accidents. Awareness and training programs
are being conducted to develop correct attitudes towards safety. A safety booklet in Hindi was
published giving information of safety rules and regulation and distributed to the all employees
including the contractors' workmen.
System, Methods and nstructions has been prepared for the safety related activities in the
plants. Maintaining all statutory requirements as per the actories Act. ire hydrant as a part of
regular activity safety department organized various competitions like slogan, poster,
declamation etc. with regards to safety for employees. Safety week and safety day are
celebrated with great zeal. Several employees are awarded on the occasion.
24
Environment
External environment audits through certifying agencies were conducted and various
environmental initiatives including environmental monitoring were implemented to maintain the
ecological balance in and around the plant & mining premises. The statutory requirements
relating to various environmental legislations and environment protection were duly compiled
with, beside several voluntary initiatives such as background concentration assessment. Water
management studies of the district and mass environmental awareness programmes are being
conducted.
FaciIitie8 Provide8 By BCW & CCW
The factory has provided the various kinds of the facilities to the company employees &
workers. t gives the soothing environment to the workers & motivates to do better & more
work for company.
The8e faciIitie8 are :nder
Recreation Center
Clubhouse
Residential Colony
Vividha
School & Canteen
Transportation acility
Vocational Training
Play grounds & sports fields
Tree plantation in Gardens
The cement division of B.C.L has six plants, two each in at Chittorgarh ( Raj.) and Satna
(M.P) one at Durgapur (W.B) and Raebareli (U.P) .The total installed capacity of these plants
s 3.91 Mn.T. these plants manufacture varieties of the cement like:-

23
1. Ordinary Portland cement

2. Pozzolana Portland cement
3. ly ash based PPC
4. Portland Slag cement
5. Low heat cement
6. Sulphate Resistant cement
The 8ix pIant8 are:-
Units State Year of
Establishment

a. Satna cement works
b. Birla cement works
M.P 1959

1982
1,550,000
Tones
c. Satna cement works
d. Birla cement works
Raj. 1967

1986
1,400,000
Tones
e. Durgapur cement
works
W.B 1974 600,000
Tones
f. Raebareli cement
works

U.P 1998 360,000
Tones
The cement is marketed under the brand name of Birla cement khajuraho, Birla cement
cheatak; Birla cement samrat and Birla cement Durgapur, bringing the product under the
common brand name of Birla cement. The division also exports quantities of cement to Nepal
and Bangladesh under the brand
26
BIRLA CEMENT & CHANDERIY CEMENT WORK$, CHITTORGARH

BCW was commissioned in eb. 1967, the first dry process plant with two stage
suspension pre- heating technology in the country. Chief Minister of Rajasthan, Late Shri
M.L.Sukhadia in the year 1962,
laid the foundation stone of Birla cement and the plant started functioning in the year1967.
ts initial capacity of 2 lakhs tones was increased to 4 lakhs tones in 1992.in a major
modernization drive, the two stages pre-heater was converted into 5- stage pre-heater, and a
modern computerized system was installed. With a new technologies and environment friendly
atmosphere, manufacturing cement,
Birla corporation Ltd., installed a new plant in the year 1986 called as "CHTTORGARH
CEMENT WORKS. CCW is equipped with state-of-the-art equipments like five stage per
heater, in link clinker, HOT ESP etc were commissioned in 1986. A central computerized
control system with X- Ray analyzer and other sophisticated quality control systems have been
provided to ensure the best quality cement production.
Technological up-gradation being an ongoing policy of the company, this unit was also
modernized and its production capacity increased from 5 lakhs per annum to 8 lakhs per
annum to, thereby raising the total production capacity at chittorgarh to 14 lakhs tones per
annum BCW was the 1
st
cement plant in the country to install electrostatics precipitators
(EPS's) in order to control the dust emission.
To further improving the efficiency of EPS's gas- conditioning towers have been installed
and bag dust collectors have also been provided at all material transfer point in the both units.
Today as many as 11EPS's and 57 bag dust collectors are functioning efficiently to control and
maintain the emission levels well below the air pollution control act. Recently

27
AWARDE$ RECEIVED BY CHITTOR UNIT$:-

$.No. Name of Award Awarding in8tit:te
1 SO9001:2002 Certification BVQ, UK in 2002 to B.C.W. & C.C.W
2 S/ SO:14001 Certification BS, NEW Delhi, in 2002to B.C.W. &
C.C.W
3 Best Productivity Award NPC to C.C.W in 1989-90 and again
in 1993-94
4 2
nd
Best Productivity Award NPC to C.C.W in 1991-92
5 Certificate of Merit for Productivity NPC to C.C.W in 1998-99
6 Best improvement in the thermal energy
performance
NCB to B.C.W. in 1992-93 and C.C.W
in 1993-94
7 Best improvement energy performance NCB to B.C.W. in 1992-93
8 Bhama shah Award for educational
Activities
Govt. of Rajasthan to B.C.W. in 1996-
97
9 Excellent Award for Maintaining Health
condition of machinery
T, Chennai& Vibration engineers
Consultants (P) Ltd.,& to B.C.W and
C.C.W. in 1996-97
10 Merit Award VEC (P) Ltd., Chennai for sustained
implementation of condition
monitoring and continued machine
health improvement in 2001
11 Workers Education Trophy Central board for Workers Education,
Udaipur Ministry of Labour, Govt. of
ndia to B.C.W. & C.C.W in 1998-99
and again 2001-2002
12 Lal Bahadur Shastri Gold National
Memorial Award
nternational Greenland society for
Excellent Pollution control ,
implementation by C.C.W in 2002-
28

BCW and CCW have received the quality Certification SO9001:2002 for quality
management system and SO: 14001 for Environment management system.
CAPEXL has awarded the BCL top export award for 1990-91, 1991-92, and 1994-95
and special award for 1992-93, 1993-94, 1995-96, 1996-97,1998-99 and 1999- 2000 for export
of cement.
The main marketing areas are Rajasthan, Haryana, Punjab, Delhi, Gujarat, Western
U.P, and Maharashtra.
nternational For-e8 magazine has selected" BirIa corporation Iimited" one of the
ndia's 20 best under billion $ companies.

2003
13 Best supporting core plant Regional Training centre, Nimbahera
in 1998-99, 2000-01 & 2001-02
14 Awards to Captive Mines (Safety week
celebration in Udaipur region)
DGMS,Udaipur- 1995(1) , 1996 (2) ,
1997(1), 1998(3), 1999(4), 2000(2),
2001(5), 2002(3)
15 Best income tax payee (TDS) Award ncome tax Department, Udaipur
Range to B.C.W. in 1996-97
2
COMPANY PROFILE
.

Late Shri M.P.Birla Late Smt. Priyamvada Birla

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

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

3
Board of Director8
Shri N.K. Kejriwal Shri Vikram Swarup
Smt Nandini Nopany Shri Anand Bordia
Shri Harsh V. Lodha Shri B.B. Tandon
Shri Pracheta Majumdar Shri D.N.Ghosh
WHO'$ WHO

DEPARTMENT AND HEAD$ OF DEPARTMENT
The company has 21 depart ments i n the organi zati on for wel l di recti ng the
organi zati on and to achi eve the goal s and mi ssi on f or the company.

Name of the Department Head of the Department
HRD Dr. S.K. Jain
Gen Administration Mr. Anil Sharma
Accounts Mr. M.M. Jagetiya
nformation System Mr. Bhupesh Sharma
Purchase Mr. P. Ghosh
Legal Mr. Umesh Pareekh
Personal & Welfare Mr. N.K. Singhee
Security Mr. Lt. Col. Jai Raj
Mines Mr. S.R. Sharma
Stores Mr. S.S. Choudhary
Building Mr. P.K. Saboo
3
Environment Mr. M.S. Murgan

Safety Mr. Sanjay Rathi
Time Office Mr. S.N. chechani
Production Mr. Arvind Jha
T.C.S. Mr. Mukesh Dad
Engineering Mr. K.R. Karwa
Electrical Mr. S.Thattey
Sales & Marketing Mr. D.S. Sharma
Sales Accounts Mr. K.B. Jagetiya
Logisticswat Mr. K. R. Ra

BRIEF INTRODUCTION OF VARIOU$ DEPARTMENT$

DEPARTMENT: - HUMAN RE$OURCE DEVELOPMENT
HOD: - DR. S. K. JAN
MEETNG WTH: - DR. S.K. JAN
The main responsibilities of human resource development department's areas under
1. Training and Development Activity.
O dentifying training needs ndividual / departmental / organizational
O Determine the competence level of workers and wage bound staff
O Annual training plan / monthly training plan
O Training record
O Participant feedback program
32
O Measuring training effectiveness through different tools

O Working as faculty
2. Organizing Training Program
O At works
O Deputation to outside institution / organization
O RTC. Nimbahera
3. Suggestion Scheme
4. Exemplary Award Scheme
5. Publication of "Apani Baat
6. Publication of "Hello
7. Communication through clipping
8. Organize riday forum
9. nduction of newly recruited
10. Birthday of all employees
11. Vocational training for BE / MBA / MCA students
12. Organizational development exercise / conduct survey
13. Library / Procurement of books / journals etc.
14. TPM and quality circle

33
15. mplementation of SO 9001:2000QMS

16. mplementation of S / SO 14001EMS
17. Counseling of employees
18. CSR
19. PMS
20. Organize / Co ordinate industrial visit for student
21. MC RBNQ awards and other awards
22. "5 S activities
O Seiri
O Seiton
O Seiso
O Setketsu
O Shitsuke

DEPARTMENT: - ACCOUNT$
HOD: - SHR M. M. JAGETA
MEETNG WTH: - SHR M. M. JAGETA

34
Account department involve in following function

O Maintaining accounts of the company
O Checking of allowances of staff
O Explanation of TA and DA allowance
O Depositing of cheque in bank

DEPARTMENT: - PRODUCTION
HOD: - SHR ARVND JHA
MEETNG WTH: - SHR ARVND JHA
The lime stone is crushed between size of 25 mm to 16mm through primary and secondary
crusher in mines. The crushed lime stone comes through over conveyer belt from Mines to
CCW stock pile. There reclaimer machine is used to make homogenous mixture of lime stone.
The mixture is feed into territory crusher to make small pieces of 15 mm.
Now this mixture of limestone, red ockar and laterite is feed in raw mill. (Red ockar is rich in
AL, while Laterite is rich in e.). The limestone is 95%. While laterite & red ockar is in ratio of
40:60.
The O/P of raw mill is feed into raw mill silo. (n BCW 4 silo are there). Raw mill from silos is
feed into 5 stage pre heaters to heat raw mill O/P. this O/P of pre heater is feed into to kiln (71
mt.) to burn them it at a temperature of 1400
0
C. At this temperature mixture is converted into
clinker.
rom yard clinker, gypsum & fly ash is feed into cement mill in ratio 70%:7%:22%. The O/P of
cement mill is PPC cement which is store in cement silos.

33

DEPARTMENT: - $ALE$ & MARKETING
HOD: - SHR N. NAGOR J
MEETNG WTH: - SHR D. S. SHARMA
Sales & marketing department is very crucial for an organization. Sales & marketing
department is responsible for sale of cement in various markets. There are basically three
types of sales.
Sales to Dealer n this kind of sales, company sale cement directly to dealer which is
authorized by the company in particular area. This type of sale is mainly running in Rajasthan.
Sales to Depot n this kind of sales, company sale cement to their depots than depot will sale
to dealer and consumer.
Non Trade Sale n this type of sale, company directly sale cement to the end users who buys
cement in high volume.
n this kind of sale there is no middle man like depot and dealer only third party is involved.
The minimum quantity of this sale is 100 tons.
BCW & CCW are selling cement in seven states of our country through several depots which
are mentioned below.
Rajasthan Zone Alwar, Bikaner, Jaipur, Jhunjhunu & Jodhpur
Rajasthan Zone Chittorgarh, Kota, Udaipur & Ajmer
Haryana Gurgoan, Hisar, Kaithal, Narnaul, Rewari & Sirsa

36
Punjab Amritsar, Jallandhar, Kotkapur, Ludhiana and Pabhat

UP Agra, Aligarh, Noida and Ghaziabad
Gujarat Ahemdabad, Himmatnagar and Vadodara
MP ndore, Neemuch, Ratlam and Ujjain
Rajasthan is divided in two zones.

DEPARTMENT: - LOGI$TIC$ / RAIL DI$PATCH
HOD: - SHR K. R. RAWAT
MEETNG WTH: - SHR K. R. RAWAT / SHR DNESH AGARWAL
Logistics department is very important part of cement plant. Logistics is responsible for
transportation of cement from plant to the desire all location. There are two modes of
transportation
O By Road
O By Rail
irstly logistic department will check that which mode is cheaper and suitable for any particular
location. After that they arrange that mode for dispatching the cement.
n some special case only rail mode is used may be there is problem with road transportation
at any particular location. Normally rail mode is cheaper where distance is more than 500
kames.
n case the quantity is in high volume and require in short period than logistics has to take rail
mode for moving the cement.
37
n case if there is two point destinations when material is moving through rail mode than
maximum distance between two station is 200 kames and minimum 10 wagon will offload at
single destination. There is 9 hours are free time for both loading or unloading of rail than after
there is demurrage of 100 Rs. Per wagon per hour. n case of road transportation, logistics
department is working with 35 transport companies which are authorized by the company.

DEPARTMENT: - TECHNICAL CU$TOMER $ERVICE
HOD: - SHR MUKESH DAD
MEETNG WTH: - SHR MUKESH DAD
Effective quality control is only half the story behind the widespread acceptance enjoyed by our
brands. The other half of the credit belongs to our technical consumer services (TCS). Main
function of TCS are mentioned below
O Provide technical back up to customer
O Assessing consumer needs and construction requirement
O Conducting technical seminars
O Research and development in cement and concrete
O Continuous analysis of market feedback leading to continuous improvement in quality and
production process.
O Educating field force and marketing force about product competitiveness.
O Regularly organizing mason meet, dealers meet, architect meet, builders meet, consumer
meet, etc.
O Monitoring the quality standards of packing.
O Ensuring compliance with quality assurance system SO 9001:2000

38
DEPARTMENT: - PER$ONNEL
HOD: - SHR N.K. SNGH
MEETNG WTH: - SHR VJAY SHARMA
n past, personnel department is known as labour office. Their main responsibilities are
Sanitation problem of labour
Maintenance of labour colony
Payment wages and allowances of labour
Legal matter related to labour
Maintenances of canteen and dispensary
Watch and maintain labour law and family fact
Provide safety material to labour
O Helmet once in 5 year
O Raincoat once in 3 year
O Shoes once in 5 year
O Uniform once in 5 year
Welfare scheme
Long service award function
amily planning camp
ree medicine

3
Celebration of Republic day, ndependence Day and Janmastmi function.

Supervision of drinking water
Maintenance of cycle stand
Supervision over mines
Maintain leave record of workers
Supervision of boiler
Watch over labour union
Writing of quotation on board

DEPARTMENT: - TIME OFFICE
HOD: - SHR S. N. CHECHAN
MEETNG WTH: - SHR S. N. CHECHAN

n broad sense we can say that time office is a part of personnel department. Their main
responsibilities are
They are maintaining record of provident fund of employee and staff
Maintain record of gratuity of staff and employee
Compressed card are given to employee.

4
Shift time is
6:00 AM to 2:00 PM
2:00 AM to 10:00 PM
10:00 PM to 6:00 AM
f employee is come after 10 min or late by 10 min then they are not allowed.
Watch over all work related to labour.
Provide loan to employee Max Rs. 15000 and charge interest 9.5% to 10%.
or salary account they have tie up with SB, SBBJ, PNB and DB.

DEPARTMENT: - GENERAL ADMINI$TRATION AND E$TABLI$HMENT
HOD : - SHR ANL SHARMA
MEETNG WTH: - SHR ANL SHARMA
The main responsibilities General Administration and establishment department are:-
O Maintenance of colony
O Allocation of house staff
O Maintenance & allocation of vehicles
O Postal and telecom system in company
O Distribution of stationary
O Maintenance of guest house and allocation of room in guest house
O Salary perks and allowances for staff
O Keeping leave record of all staff
O Maintenance of furniture in office and staff quarters
4
DEPARTMENT: - $ECURITY
HOD : - LT. COL. JARAJ.
MEETNG : - LT. COL. JARAJ & SHR TEJ SNGH
T he main responsibilities of security department are
O Maintain record of in & out material in factory
O Checking material as per challan
O Maintain record labor working in factory
O Checking of labor
O Ambulance facility
O Arrangement of vehicle for the staff on their demand
O Keeping record of vehicles/ drivers.

DEPARTMENT : - LEGAL
HOD : - SHR UMESH PAREEKH
MEETNG WTH : - SHR UMESH PAREEKH

Legal department involve in following function:-
O Legal issue related to land, civil, mines, criminal, marking and bounce of cheque etc.
O Give advice to various departments on legal matter.
O Process in case of issue
O Engage suitable lawyer
O Briefing the case to lawyer
O Watch the progress of case
42
DEPARTMENT: - I$O 9:2

HOD : - SHR R. M. SNHA
MEETNG WTH: - SHR R. M. SNHA

SO is based on continuous process to improvement in quality
O They get 9001:2000 certifications in 2002-2003.
O Get SO 9001:2000 certifications for three years.
O 18 departments are selected in BCW for SO certification.
SO 9001:2000
(QMS Policy)
Birla Corporation Limited, Chanderia is committed to fill the requirement of customers to their
entire satisfaction and improves the effectiveness of QMS.
O Enhance customer satisfaction by supplying consistent quality cement.
O Regular up gradation of technology optimum utilization of resources and up keep of equipment
for reducing cost.
O Training and improvement of employees to develop quality culture in units.

43
DEPARTMENT: - INFORMATION $Y$TEM

HOD : - SHR BHUPESH SHARMA
MEETNG : - SHR BHUPESH SHARMA

nformation system department provide online connectivity within the administration office,
factory. Depot, regional office and godown. They provide online connectivity through internet
&VNP.
They have three kind of server.
Mail serves-for checking mail and it is enabled with antivirus server.
Web server-They website of Birla is run on this server and this server is password protected.
Application server- Two application server one for internal client (office & factory) & other for
external client (RO & depot)
Database server is run on oracle 9i&sun.

DEPARTMENT: - PURCHA$E
HOD : - SHR P.K. GHOSH
MEETNG WTH: - SHR H.R.GUPTA

Every purchase in the company is done by the purchase department except the raw material
for the production of cement. Such as stationary items, furniture etc.
44
They are using following method for purchase of product.

O Rate contract
O Annual order
O Repeat order
O Local purchase advice
O Mumbai purchase advice
They made payment to party in two ways. irst way is payment after 30 days of purchase.
Second, when material is approved by the store then they made payment to party.
n case single item value is less than Rs. 5000 then purchase that product. f single item
values in between Rs.5000 to 10000 then purchase department take permission from
president. f single item value is above Rs.10000 then concern department take permission
from the president.

Proce88 of p:rcha8e of materiaI.
Department issue indent (in this way given specification, drawing, quality of product) send to
purchase department.
Check material in store
f available f not
Check weather supplied to that dept. Purchase material at the best
price
f yes f not
Then supplied to
dept.
Purchase material at the best
price.

43
DEPARTMENT: - ENVIRONMENT & $AFETY

HOD : - SHR M.S.MURUGAN
MEETNG WTH: - SHR SANJAY RATH & SHR M.S. MURUGAN

They are using electrostatic preceptor for controlling ir pollution. Rajasthan State Pollution
control boards gives license for Air act & water act. This department is setup to fulfill air &
water act. They have 60dust collector & 11 ESP in factory.
The dust emitter in ESP is working efficient if air passing through it is below 150
0
C. The
maximum dust allow from ESP is 100mg/m
3
as per RSPCB. At working time of ESP dust
actually comes in 20 mg/m
3
. As per RSPCB availability of ESP must be above 95%. They also
have to maintain register for Kiln & ESP.
S/SO14001 (EMS)
Birla Corporation Limited is engaged in the manufacturing of different varieties of cement using
dry process having two plants. The Birla Corporation commits to Prevention of pollution by
setting appropriate objective & targets for its activities, review the same & strive to achieve the
goal.
Comply with all relevant environment legal requirements and other requirements to which it
subscribe and related to environmental performance.
Conserve energy and natural resources.
Encourage recycle and re utilization of waste products.
Documents implement and maintain EMS in confirmatory to S/SO14001
Communicate its environment policy to its entire employee including those working on our.

46
DEPARTMENT: - BUILDING AND RAW MATERIAL

HOD : - SHR P. K. SABOO
MEETNG : - SHR R. K. JAGETA

The work of raw material department is procurement of raw material for manufacturing of
cement.
Get lime stone from their own mines which are 4.5 km away from plant & sometimes purchase
from open market. Purchase red oawker from Mines of Mr. Sherkhan in Sawa.
Purchase coal from Korba (M.P), high grade coal from South Africa & also sometime open
market.

DEPARTMENT: - MINE$
HOD : - MR. S. R. SHARMA
MEETNG WTH: - MR. S. M. AHMED

Mines department is mainly responsible for excavation of lime stone and crushing them in to
small prices and transfer them to CCW plant through 4.5 km long conveyor belt. They have
totally mechanized machine foe excavation of lime stone. They have two crusher for crushing
of lime stone about 5000 to 10000 tons. Government takes Rs 45 per tones royalty. Officially
dig to a depth of 40 meter.
They use ammonium nitrate and diesel as explosive. They use pump for dewatering of
seepage water. During crushing separate lime stone according to quality in to eight segments.
70% to 80% of limestone used in factory is supplied from mines and rests are purchased from
open market.
47
DEPARTMENT: - ELECTRICAL AND IN$TRUMNETATION

HOD : - SHR S. THATTEY
MEETNG WTH: - SHR S. THATTEY

Electrical and instrumental department is responsible for monitoring of on consumption of
electricity in the plants. Also they are responsible for consumption of electricity drawn from
RSEB. They monitor that electricity should not be drawn more than 6414 KWA from RSEB
otherwise there is penalty since there limit define by RSEB is 6414 KWA. They also
responsible for maintenance of electrical motors and other electrical equipment in plants.

DEPARTMENT: - ENGINEERING
HOD : - SHR K. R. KARWA
MEETNG WTH: - SHR R. M. TONDAN

Engineering department is responsible for the maintenance and monitoring of mechanical
equipments installed in the plants for production of cement.

DEPARTMENT: - PACKING PLANT
HOD : - SHR K. R. RAWAT
MEETNG WTH: - SHR K. R. RAWAT & MR. S.C.AJMERA
48
The main responsibility of packing plant is to pack the cement in poly poplins bags from the
silos. There are four silos in BCW for cement. n those first and second silos is for PPC
SAMRAT cement, third is for SRC cement and fourth one is for 43 Grade cement.
There are three packers each having eight nozzles which are used to fill cement in the poly
poplins bags. There is sensor in packers which allow exact weight in each bag i.e. 50kgs. And
tolerance limit is +/- 100 mg. after packing of cement bags, bags are moves over conveyor belt
to yard which are loaded in trucks and rail.
There are different types of bags on which different MRP is printed as per the rates in market
or as per the state wise rate. As per the Delivery nstruction (D) packing plant load the
cement in trucks and rail. n the D everything is clearly mentioned about the price, quality,
quantity, destination, etc.

TDEPARTMENT: - $TORE$
HOD : - SHR R.A. GNANEESWARAN
MEETNG WTH: - SHR R.A. GNANEESWARAN

Main functions of this department is to keep material properly in the stores that re available
with them and also having the proper record of the material which has to issued other
department and available with the store. Generally they used O method for inventory
control.
f any department has any requirement of any material, they will give written information to
store department. Now store department will check that particular material is available with
them or not, if yes than they will whether that material is reserve for other department or not, if
not than store department will physically check the material and will issued to concern
department.
4
in case they don't have particular material which is require by any department than they will
inform to purchase department for purchase.
Purchase department will invite quotation or tender for that material and will purchase as per
their norms and principle. Supplier will send that material to purchase department or security
gate than security person will check that material as per invoice and take delivery and will
dispatch to store department.
Store department will physically check that material and inform to concerned department
which open the indent for that material. f material is more than that requirement than store will
keep balance material. Concern department will check the quality of material if quality is OK
than they will used otherwise store department will returned that material to supplier and inform
to accounts and purchase department to stop the payment against that rejected material.

DEPARTMENT: - LABORATORY
HOD : - SHR B. S. TWAR
MEETNG WTH: - SHR VYAS J

There are two laboratories at that plant one of them is Chemical laboratory and other is
physical laboratory.n Chemical laboratory, laboratory persons are checking cement at every
stage in every hour and giving suggestion to production department or CCR as per the results
obtained from testing. Like incensement and reduction of any ingredients in cement production
stage. n Physical laboratory, laboratory persons are testing final cement in practical way. n
this testing they are analyzing-Cement setting time, cement strength etc.
Whatever results they are obtaining from chemicals and physical testing which should be as
per the BS norms.
3
Definition of Cement
Cement is a binding material. Cement is one of the cheapest, readily available, strong
and long life materials. The weathering effect on cement is very low, for the manufacturing of
the Cement the basic raw material is limestone (calcium carbonate). The limestone should
have at least 80% purity. The purest form of limestone is Marble.
The quality of cement is directly proportional to its binding force/strength. Over a period of time
it shouldn't lose its binding force otherwise the binding will collapse.
"Cement can be defined as a substance which binds together solid bodies by hardening from a
semi liquid state.

Grade8
A grade of cement denotes its 28 days compressive strength. The compressive strength
is determined by crushing cement mortar cube in compressive testing machine after 28 days
crushing in water tank. So higher the grade, higher would be the strength of cement and lower
the grade, weaker shall be the strength of cement.
There are three grades of cement in Chittorgarh units. These are:-
1. 43 Grade Ordinary Portland cement.
2. 53 Grade Ordinary Portland cement.
3. Portland Pozzolana (fly ash based) cement.

3
Content8 of Cement
The main element, which is used in cement manufacturing, is as follow:
Limestone
Late rite
Boxide
Gypsum
And for PPC cement
ly ash is also added with above elements.

Recent DeveIopment
Now a day all the major cement producers have started the production of brand new
cement called PORTLAND POZZOLLA CEMENT (PPC). The cost is main factor behind this
ideology. ly ash, a waste material of power plant is used in that type of cement and the cost
of this material is very cheap. Although the BS have some specification under this the fly ash
can be added. The quality of cement is not affected due to fly ash.
Beside this cement producers are using many new technologies. or example fully automatic
plant, Reduction in labor cost with the help of new machines, qualified management and labor
etc.
There are around 100 large and more than 200 mini cement plants in ndia.

32
PortIand cement
Portland cement is a type of cement, not a brand name. Many cement manufacturer
make Portland cement.
Portland cement, the basic ingredient of cement, is a closely controlled chemical combination
of calcium, silicon, iron and small amount of other ingredient to which gypsum is added in the
final grinding to regulate the setting time of concrete.
t is a finely ground powder produced by grinding clinker (more than 90%), about a maximum
of 5% gypsum which control the set time and up to 5% minor constituents (as allowed by
various standards)

Why i8 Gyp8:m added with CIinker in the prod:ction of cement?
Gypsum is added to the cement production process mainly for the purpose of regulating its
setting time.

What i8 8etting time?
t is the time required to change the stage of cement paste from fluid to a rigid one.

What i8 Compre88ive 8trength?
Compressive strength is the usual primary requirement of good cement in it's hardened
state and this is an overall measure for the quality of cement and concrete. n order to
ascertain the compressive strength of cement and concrete, a predetermined ratio of cement,
aggregate and water are thoroughly mixed and specimens are cast.
33
These specimens are cured and stored in specified environmental conditions prior to
testing it's compressive strength at various ages like three days, seven days, 28 days, etc.,

What i8 fIy a8h?
ly ash is a by-product from coal-fired electricity generating power plants. The molten ash is
entrained in the flue gas and cools rapidly, when leaving the combustion zone (e.g. from
1500C to 2000C in few seconds), into spherical, glassy particles. Most of these particles fly
out with the flue gas stream and are therefore called fly ash.

34
OXIDE PERCENTAGE

OXIDE$ CIinker FIy A8h
4 / 5 Grade
CaO 58 - 67 2 - 5
$io
2
6 - 26 6 - 65
Fe
2
O
- 5 4 -5
AI
2
O

- 8 2 - 25

6
47
5
6
65
7
4
5
62
65
68
7
29
9
5
68
74
8
0
10
20
30
40
50
60
70
80
90
3 Days 7 Days 28 Days 3 Months 6 Months 12 Months
C
o
m
p
.

$
t
r
.

i
n

M
p
a
.
Time Period
UItimate Compre88ive $trength of 4, 5 & PPC
43 Grade 53 Grade Samrat(PPC)
33
BirIa $amrat i8 -e8t 8:ita-Ie for

W All type of R.C.C. work for residential & commercial buildings.
W Heavy foundation, dams, canals, mass concretes.
W Brick walls, stonewalls, plastering, floorings & finishing.
W Culverts, drainage, swimming pools.
W Water storage tanks, basements.
W Marine works.
W lyovers, bridges etc.
W Retaining walls, underground & overhead tanks.

Prod:ction Proce88 of Cement:-
1. Mining: - The mining of limestone is done in such a way so as get approx. 78% to 82% pure
limestone. The mines of Birla cement works is spread over 25 sq km and is expected to useful
for around next 50 years.
2. Cr:8hing: - The limestone then crushes to 16 to 25 mm of size. This is done itself and then
this crushed limestone is send to factory through a conveyor belt stretching 4.5 km in length.
3. Grinding: - This limestone is grinded with laterite (it has some iron % so as to extend its
setting time). n raw mill this is grinded mixture is send to silos.
4. BIending: - n the silos blending is done so as to maintain the uniform mixture. rom the silo
this mixture is send to the pre heater.
5. Baking/ B:rning: - The mixture is preheated in pre-heater then it goes to kiln where the
baking and burning takes place. n calcinations burning zone of the kiln pulverized coal is used
as a fuel in this process. The clinker formation takes place in the burning zone, which is
cooled.
6. Grinding: - The grinding of clinker with gypsum is done in cement mill. t is basically done to
increase the setting time of the cement. The cement is then stored for some time.
7. Packaging: - This cement is sent to packaging plant where it is packed in bags using
electronic packaging machines.
36
ESP and bag dust collectors is used in the chimneys in order to reduce the pollution and it also
help in retrieving the cement, which was otherwise going a waste.
1. Ordinary Portland cement
2. Pozzolana Portland cement
The basic difference between the OPC and PPC is of the Pozzolana material, which is used in
PPC to increase the blending properties of the cement and also it reduce the manufacturing
cost is added in cement mill.

$aIient Feat:re8:-
1. irst dry process plant in Asia.
2. Latest precalciner technology.
3. Microprocessor aided central controlled system for plant operation.
4. Analogue processing with programmable logic system fuzzy logic.
5. Quality control system with X Ray analyzer online connection control.
6. Online T.V. cameras for observing kiln inside burning condition at Central Control Room.
7. Nox analyses for monitoring burning efficiency.
8. Computer aided maintenance mgnt, store mgnt, sales and account mgnt.

37
Manpower:-

$r. No. Category No. of EmpIoyee
1 Staff 596
2 Workers BCW 716
3 Workers CCW 451
4 Workers Mines 149

COMPETITOR$

The main competitors of Birla cement in this area are
Ultratech Cement
Ambuja cement
JK Nimbaheda
Binani cement
Shree cement

38

Varietie8 of Cement AvaiIa-Ie In the Market
Common types of cement normally available in the market and their specific user are as
under:-

S.No. Cement Type Specific Use
1. PPC (clay based) Construction of dams, like sewage pipes,
plastering, masonry and finishing work.
2. PBS Construction of Bridger sea parts where
saline water comes in construction of
channels through which the washing of
acids, salts, sulphur etc. flow
3. White cement Manufacturing of tiles, artistic decorations,
floor, concrete etc. Generally means for non-
structure uses.
4. SRC Marine structure underground construction
chemical plants, effluent treatment works,
foundation pills etc.
5. Oil well cement Used by petroleum industry for cementing
gas and oil well at high temperature and
pressure.
6. Masonry cement Mortars for bricks, stones and concrete
blocks masonry as well as for rendering and
plastering work. Thus cement is not be used
for structural work.
7. Rapid Hardening cement Quick setting and high early strength cement,
filling cracks in dams, fast construction work
of army.
3

CHANNEL OF DI$TRIBUTION
Channel of distribution can be viewed as sets of independent organization involved in the
Process of making a product or service available for use or consumption Direct party sale n
direct party sale manufacturer selling directly to the final consumer

Sale through Depot
(Trade sale)

Direct party

ement
manufactur
er
Marke
t
epot
ealers Sub
dealer
/Retailer
onsumer
Marketepot
Party
/ustomer
ement
manufacturer
ement
manufacturer
Govt pr|vate |nst|tut|ons or
|nd|v|dua|s (|n bu|k demand)
6

PRICE DYNAMIC$
Pricing decision for most of the products is risky, ill-defined and unstructured decision.
At the same time, pricing determines the very viability of any marketing programmer because
the demand and sales revenue depends on the price in partially controlled economy like ours;
flexibility in pricing is somewhat limited. A variety of social objective come in to play.

BA$E$ OF PRICING
What are prices based on? in a planned economy, prices can be based on needs, on
cost or on market needs based pricing is mainly found in case of social services, cost based
pricing is found mainly in contract selling to government ,project pricing, market pricing.
Market based pricing is practiced by most consumer packed goods manufacturer by small
retailers. Many firms follows pricing strategy which is some mix of market based and full cost
pricing.

LAW OF DEMAND AND $UPPLY
Law of demand and supply says that when supply is more and demand is less, naturally
prices should fall & vice-versa. the demand for cement varies seasonally e g in the rainy
season the demand falls due to perishable nature of cement, however cement company
continuously produces it Market get flooded with cement and there are no purchaser hence
the price of cement in the rainy season falls. The situation is completely different in summer
season. Due to reduction in the stock of water in Dams, the power generation electric power
raised by the cement plants. This result in loss of production if cement demand is more than
the supply in the summer season as the construction companies in full swing.
6

TECHONOLOGICAL AND MARKETING RELATED FACTOR$.
f the cement company is bringing new improved machinery & technology than naturally
it adds to initial project cost. The market policy used by the company also governs the price. f
the company adopts aggressive policy , spends a lot on advertising ,sales promotion then
naturally price per bag will increased adoption of SO 9000 system will also add to the cost of
the cement .

DI$TANCE OF THE MARKET PLACE FROM THE PLANT
f market place is in core area (0 to 200 km radius) then transportation cost will be least.
n fringe area (200 to 350 km radius) the transport cost will be relatively higher. n an area of
(350 to 500 km radius), the price will get jacked up due to more expenditure involved in
transport.

PACKING MATERIAL
The type of packing material commonly used is HDEP, HDPP. Paper is costlier the
HDEP so the price may vary on the basis of packing material.

$TORING MATERIAL
One company may adopt German multi compartment silo system for storing various
types of cement of manufacturers at one place. This system helps bypass the shutdown of the
plant ,as different cement like SRC, PPC,OPC etc can be manufactured as per convenience
and supplied to the customer's account of shut down cost. These days normal trend is to grind
62
the cement finger to get advantage of higher early strength. Extra grinding costs naturally add
to cost of cement per bag.

PRODUCT DEVELOPMENT
The quality of cement manufacturing in ndia is improving day by day. Today for
different end applications consumers can get following types of cement.
Ordinary Portland Cement
Pozzolana Portland Cement
Blastfurnace Cement
Sulphate Resisting Cement
Masonry Cement
Super Sulphate Cement

ORDINARY PORTLAND CEMENT:-
OPC, popularly known as gray Cement, has 95% clinker and 5% Gypsum and other
materials. t accounts for 50% of the total consumption. White cement is a variation OPC and
s used for decorative purpose like rendering of wall, flooring etc. it contains a very low
promotion of iron oxide. t is available in two grades like 43 & 45 for different uses.
POZZOLANA PORTLAND CEMENT:-
PPC has 80% clinker and 15% Pozzolana and 5% gypsum and accounts for 30% of
total consumption. Pozzolana has siliceous materials that do not posses cementing properties
in the presence of water. t is cheaply manufactured because it uses fly ash / burnt clay /coal
waste as the main ingredient. t has lower heat of hydration, which helps in preventing cracks
where large volumes are being cast.
63

PORTLAND BLA$T FURNACE $LAGE CEMENT:-
PBF$E consist of 45%, clinker , 50% blast furnace slag and 5% gypsum and accounts
for 10% of the total cement consumed. t has a heat of hydration even lower than PPC and is
generally used in construction of dams and similar massive construction.

WHITE CEMENT:-
t is an OPC clinker using fuel oil ( instead of coal) and with iron oxide content below for
0.4% to ensure whiteness .special cooling technique is used to enhance aesthetic value, in
tiles and for flooring. White cement is much more expensive than gray cement.

$PECIALIZED CEMENT
. OiI weII cement
t is made from with special additives to prevent any porosity.
2. Rapid hardening PortIand cement:-
t is similar to OPC it is grinded much finer, so that on casting the compressive strength
increases rapidly.
. Water proof cement
OPC, with small portion of calcium state or non-sponifible oil used to impart
waterproofing properties.

64
"DeveIoping Marketing $trategy -y Knowing Market 8hare and promotionaI

8cheme of BCW/CCW Prod:ct- 2 for BirIa Cement Work8 "
Market 8hare, in strategic management and marketing is, according to Carlton O'Neal,
the percentage or proportion of the total available market or market segment that is being
serviced by a company. t can be expressed as a company's sales revenue (from that market)
divided by the total sales revenue available in that market. t can also be expressed as a
company's unit sales volume (in a market) divided by the total volume of units sold in that
market. t is generally necessary to commission market research (generally desk/secondary
research) to determine, although sometimes primary) to estimate the total market size and a
company's market share.
ncreasing market share is one of the most important objectives of business. The main
advantage of using market share as a measure of business performance is that it is less
dependent upon macro environmental variables such as the state of the economy or changes
in tax policy. However, increasing market share may be dangerous for makers
of fungible hazardous products, particularly products sold into the United States market, where
they may be subject to market share liability.

Promotion $cheme
Promotion is the third P of the marketing mix, a pre-eminent and integral channel to
communicate to the consumers. Such an eclectic amalgam of activities is this third segment of
the marketing mix that just like the marketing mix, there is a promotion mix as well, which is
inclusive of both direct and indirect methods to bring the brand communication forward to the
target market and shape the positioning of the brand and the company.
Precisely, there are two types of promotion methods. One set of methods deals with the
direct mode of promotion while the other strategy aims for the oblique and indirect methods.
The direct methods are inclusive of some of the most conventional and well-known methods,
the most popular of which is advertising.
63

Then follows personal selling (used mostly in pharmaceutical companies), publicity,
attractive displays (kiosks), special event sales and manufacturer's aids. Coming to the indirect
styles of promotion, they are the more unconventional and not so popular yet effective
methods. n the recent years, these methods have managed to reach a large number of target
audiences in a cost-effective manner. These indirect methods of communication include public
relations, customer relations, customer services,

O-ective8 of promotion
Promotion tools are varies in their specific objectives. A free sample stimulates
consumer trial, whereas a free management-advisory service aims at cementing a long term
relationship with a retailer.
Sellers use incentive type of sale promotion to attract new tries, to reward loyal
customers, and to increase the repurchase rates of occasional users. Sales promotions often
attract brand switchers, who are primarily looking for low price, good value or premiums. f
some of them would not have otherwise tried the brand, promotion can yield long-term
increases in market share.
Sales promotions in market of high brand similarity can produce high sales
responses in the short run but little permanent gain in brand preference over the longer term.
n market of high brand similarity, they may be able to alter market share permanently. n
addition to brand switching, consumers may engage in stockpiling purchasing earlier than
usual or purchasing extra quantities.

66
PromotionaI TooI8
Manufacture use a number of trade promotion tools as follows
1. Price-off- A straight discount off the list price on each case purchased during a stated
time period.

2. Allowance- An amount offered in return for the retailer's agreeing to feature the
manufacturer's product in some way. Advertising allowances compensate retailers for
advertising the manufacturer's product. A display allowance compensates them for carrying a
special product display.
3. ree Goods- Offer of extra cases of merchandise to intermediaries who buy a certain
quantity or who feature a certain flavor or size.
4. Trade Shows and convention- industry association organize annual trade and
conventions. Business marketers may spend as much as 35% of their promotion budget on
trade shows. Over 5,600 range from a new place every year, drawing approximately 80 million
attendees.
5. Sales Contest- A sales contest aims at including the sales force or dealers to
increase their sales results over a stated period, with prizes (money, trips, gifts, points) going
to those who succeed.
6. Specialty Advertising- Specialty advertising consists of useful, low-cost items bearing the
company's name and address, and sometimes an advertising message that sales people give to
prospects and customers.

67
. RE$EARCH METHODOLOGY

. TitIe of the $t:dy
Title: "Promotional Scheme"
.2 D:ration of the Proect
Project duration: 1 DYS training in Birla Corporation Limited.
. O-ective of $t:dy

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 Colour.
To compare the advertisement strategy of the various cement brands.
To know which attribute of cement consumer prefer more
By which medium consumer know about the cement and on whom they trust
more in selection of cement in there construction.

.4 Type of Re8earch
$cientific re8earch
relies on the application of the scientific method, a harnessing of curiosity. This
research provides scientific information and theories for the explanation of the nature
and the properties of the world around us. t makes practical applications possible.
Scientific research is funded by public authorities, by charitable organizations and by
private groups, including many companies. Scientific research can be subdivided into
different classifications according to their academic and application disciplines.

68
Arti8tic re8earch
t also seen as 'practice-based research', can take form when creative works are
considered both the research and the object of research itself. t is the debatable body
of thought which offers an alternative to purely scientific methods in research in its
search for knowledge and truth.

Hi8toricaI re8earch
t is embodied in the scientific method.

.5 $ampIe $ize and method of 8eIecting 8ampIe
Sample size is 4 Respondents of dealer, and sample method is RANDOM SAMPLNG
.6 $cope of $t:dy
A big boom has been witnessed in Cement ndustry in resent times.
A large number of new players have entered the market and trying to gain market share
in this rapidly improving market.
The research was carried on in Chittorgarh. had been sent at one of the branch of
BRLA CEMENT where completed my Project work. surveyed on my Project Topic
"Comparative Study on Various cement rands y arket Share and Promotional
Scheme" on the visiting customers of the Chittorgarh Branch of BRLA CEMENT.
The study will help to know the preferences of the customers, which company, mode of
investment, option for getting return and so on they prefer. This project report may help
the company to make further planning and strategy.
6
. Cement
Fe- 2 Jan 2 Fe- 29 29- 28-9
(Apr. - Fe-.)
Production
Dispatches
Export
Closing stocks
Cap. Uti. (%)
13.53
13.35
0.14
1.38
82
14.57
14.52
0.18
1.26
89
12.70
12.72
0.21
0.96
90
144.22
143.31
1.47

84
128.22
127.79
2.02

85

During eb 10, Cement production was 13.53 Mn.T, registering a growth of 6.29% as
compared to 12.70 Mn.T in feb09.
Cement Despatches were 13.35 Mn.T in eb10, showing a growth of 8.53% as
compared to 12.72Mn.T in eb 09.
2.CIinker
Fe- 2 Jan 2 Fe- 29 29- 28-9
(Apr. - Fe-.)
Production
Sale
10.36
0.43
11.33
0.53
9.16
0.39
115.76
4.68
101.99
3.02
7
Export
Transfer
Closing stocks
0.19
1.64
6.47
0.36
1.69
6.71
0.22
1.32
5.01
2.83
15.24
2.58
12.07

. Variety wi8e cement prod:ction - 29-2 (Apr.-Jan.)
Percentage
Region OPC PPC PBS Others Total
North
East
South
West
Centre
32
5
37
51
14
68
62
55
45
85
-
33
7
3
-
Neg.
Neg.
1
1
1
100
100
100
100
100
All ndia 30 62 7 1 100
4. % growth in cement prod:ction - (29-2/28-29) (Apr.-Fe-.)

State %age change State %age change
Northern region
Haryana
Punjab

106
40
We8tern region
Gujarat
Maharashtra

15
3
7
Rajasthan
Himachal Pradesh
14
38

Northern region 18 We8tern region 9
Ea8tern region
Meghalaya
Jharkhand
Orissa
West Bengal
Chhattisgarh

6
15
7
72
9
CentraI region
Uttar Pradesh
Madhya Pradesh

68
8
Ea8tern region 15 CentraI region 18
$o:thern region
Andhra Pradesh
Tamil Nadu
Karnataka

3
17
8

$o:thern region 8
AII India 12

72
4. % growth in cement con8:mption - (29-2/28-29) (Apr.-Jan.)

State %age change State %age change
Northern
region
Uttarakhand
Haryana
Punjab
Rajasthan
Himachal
Pradesh
Delhi

14
15
27
6
69
13
We8tern region
Gujarat
Maharashtra

21
10
Northern
region
13 We8tern region 14
Ea8tern region
Bihar
Jharkhand
Orissa
West Bengal
Chhattisgarh

43
28
21
23
10
CentraI region
Uttar Pradesh
Madhya Pradesh

27
16

Ea8tern region 24 CentraI region 24
73
$o:thern
region
Andhra Pradesh
Tamil Nadu
Karnataka
Kerala

-0.10
12
5
5

$o:thern
region
5
AII India 14

74
Cement MAP$ and GRAPH$
73
76
77
78
82
.7 Limitation of $t:dy
The various limitations which are found by me in market are:-
The research conduct was limited to chittorgarh region only.

Due to time constraints, more time could not be devoted to individual respondent.

Due to unwillingness of providing any information, the respondents filled the
questionnaire casually which might have effected the conclusion.

Marketing manager being busy with his job. He was not able to spare enough time for
our proper guidance.

A busy schedule of dealers / retailers also makes the collection of information a very
difficult one.

ull district was not covered as this is very tedious job to be done in 7 days. However
almost all main areas of the district were covered.

The projections are purely based on verbal meetings and may be influenced by
unprecedented factors. was a big problem in this survey.

83
5. FINDING$ & FACT$

t can be concluded from the study through model Birla Cement has a good brand
image in the dealers mind in chittorgarh. t is not easily available on demand which places
the company at the disadvantage which compared with lack vendors. This problem which
can be improved by the strength and the distribution network of Birla Cement Works &
Supply.
Dealers are of the opinion that among all the media television is the most powerful media
followed by the hoarding and wall painting which every common man can see. So
company should have to utilize then as much as possible.
found company is poor in providing services such as timely small deliveries regular visits
and gift items etc.
The company should focus more on sales promotion, advertisement and public relation.
Network spread of Birla Cement is very high in chittorgarh can be this as its strength.
f check out the satisfaction level of dealers with respect to quality of Birla Cement then we
find that 85% dealers are told that it has excellent quality. So company can also see this as
its strength compare to other brand in market.
Dealers opinion regarding price is avoring Birla & t's Get 1st rank in all six-brand. ts
price is reasonable according to quality it's also satisfy the dealer. t was found company
has very good Brand mage in dealers mind.
Dealers are satisfy with the price.
t was found that company is lacking in Supply.
As far as Brand-Name is concern in chittorgarh, Company is on 1st Rank despite of Very
popular brand like Ambuja Cement, Ultratech Cement.
84
6. AnaIy8i8 and Interpretation

Rank according to average 8aIe8

AnaIy8i8- as per the graph shows that on the behalf of average sales per month
(in TN) Birla is leading brand among all brands.
8lrla
DlLraLec
h
!kCem
enL
Shree
cemenL
CemenL
o
!kLaxm
l
Ambu[a 8angur 8lnanl
Serles 7323 236 833 3773 73 6373 6473 323 3323
2
3
4
3
6
7
8
S
a
|
e
s

|
n

1
n
art based on avg sa|es
Brand Sales(Tn)
Birla

7312.5
Ultratech 2560
J.K.Cement 1855
Shree cement 1577.5
Cemento 795
J.K.Laxmi 693.75
Ambuja 1647.5
Bangur 1152.5
Binani 1552.5
83

Ranked according 8aIe8 voI:me in the market.

Brand Marks
Birla

360
Ultratech 306
J.K.Cement 213
Shree
cement
188
Cemento 93
J.K.Laxmi 73
Ambuja 242
Bangur 175
Binani 202

AnaIy8i8- according weight/sales Birla has given maximum marks.

8lrla
DlLraLec
h
!kCem
enL
Shree
cemenL
CemenL
o
!kLax
ml
Serles 36 38 23 88 3 73 242 73 22
3
2
23
3
33
4
1
1
o
t
a
|

M
a
r
k
s
art based on Sa|es by mark|ng
86
Ranked according to attri-:te of cement.

AnaIy8i8- According to attribute of cement like quality, colour, fineness highest marks obtain
by Birla cement.
8lrla
DlLraLec
h
!kCeme
nL
Shree
cemenL
CemenLo !kLaxml Ambu[a 8angur 8lnanl
Serles 34 287 23 72 33 7 247 3 22
3
2
23
3
33
4
1
o
t
a
|

M
a
r
k
s
art base on persona| co|ce
Brand Marks
Birla

340
Ultratech 287
J.K.Cement 230
Shree cement 172
Cemento 55
J.K.Laxmi 71
Ambuja 247
Bangur 193
Binani 220
87
Ranked according to adverti8ement on teIevi8ion.

AnaIy8i8- according to advertisement on television Birla cement's performance is negligible.
So organisation should take appropriate action because television is powerful tool for
advertisement
8lrla
DlLraLec
h
!kCeme
nL
Shree
cemenL
CemenLo !kLaxml Ambu[a 8angur 8lnanl
Serles 322 6 7 8 4 32 23 28
3
2
23
3
33
1
o
t
a
|

M
a
r
k
s
art based on add on 1V
Brand Marks
Birla

0
Ultratech 322
J.K.Cement 96
Shree cement 179
Cemento 181
J.K.Laxmi 41
Ambuja 329
Bangur 239
Binani 281
88
Ranked according to adverti8ement -y waII painting.

AnaIy8i8- As above graph shows that Birla Group investment in advertisement via wall
painting is good.
Brand Marks
Birla

252
Ultratech 238
J.K.Cement 114
Shree cement 150
Cemento 163
J.K.Laxmi 40
Ambuja 323
Bangur 241
Binani 298
8lrla
DlLraLe
ch
!kCem
enL
Shree
cemenL
Cemen
Lo
!kLax
ml
Serles 232 238 4 3 63 4 323 24 28
3
2
23
3
33
1
o
t
a
|

M
a
r
k
s
art based on add on Wa|| a|nt|ng

Ranked according to adverti8ement on Hording?

AnaIy8i8- as graph show Birla performance on advertisement by hording is very poor compare
to other brands.
8lrla
DlLraLec
h
!kCem
enL
Shree
cemenL
CemenL
o
!kLax
ml
Serles 6 237 42 33 23 67 37 282 34
3
2
23
3
33
1
o
t
a
|

m
a
r
k
s
art based on add on nord|ng
Brand Marks
Birla

106
Ultratech 257
J.K.Cement 142
Shree cement 135
Cemento 125
J.K.Laxmi 67
Ambuja 307
Bangur 282
Binani 304
6. $WOT ANALY$I$
$trength8:-
1. The industry is likely to maintain its growth momentum and continue growing at about
9 10% in the foreseeable future.
2. Government initiative in the infrastructure sector such as the commencement of the
second phase of the National Highway Development project, freight carriers, rural roads
and development of the housing sector, are likely to be the main drivers of growth.
3. Measures initiated by the Government towards public-private partnership for removing
bottleneck in the development of infrastructure in the country, augurs well for the
industry.
4. n the coming few years the demand for the cement will increase which will be booming
news for cement manufactures.
5. or the purpose of the packing of essential item, jute products which are environment
friendly and biodegradable characteristic are considered as best option.
6. The industry is likely to maintain its growth momentum and continue growing at about 9
10% in the foreseeable future. Company Stockiest Direct Selling To Retailer Various
Govt. Contracts .
7. Government initiative in the infrastructure sector such as the commencement of the
second phase of the National Highway Development project, freight carriers, rural roads
and development of the housing sector, are likely to be the main drivers of growth.
8. Measures initiated by the Government towards public-private partnership for removing
bottleneck in the development of infrastructure in the country, augurs well for the
industry.
9. n the coming few years the demand for the cement will increase which will be booming
news for cement manufactures.
10. or the purpose of the packing of essential item, jute products which are
11. environment friendly and biodegradable characteristic are considered as best option.

Weakne88e8

1. High capital cost and investment cost for each and every project.
The complex Excise Duty structure based on the category of buyer and end use of the
cement has caused at lot of confusion in the industry.
3 The recent ban on export of cement clinker would increase the availability of cement in
the domestic market, which in turn would put pressure on cement prices.
4 High capital cost and investment cost for each and every project.
The complex Excise Duty structure based on the category of buyer and end use of the
cement has caused at lot of confusion in the industry.
6 The recent ban on export of cement clinker would increase the availability of cement in
the domestic market, which in turn would put pressure on cement prices.
7 The major concern for the industry are :
1 Continuous increase in labour cost.
Shortage of skilled labourers.
3 Appreciation of rupees against foreign currencies.
4 Procuring of limestone mines at economical price an entry barrier.
Continuous increase in labor cost.
6 Shortage of skilled laborers.
7 Appreciation of rupees against foreign currencies.
8 Procuring of limestone mines at economical price an entry barrier.

Opport:nitie8
1. Adequate support from the Government is very essential to promote business activities.
2. ncrease in the production and sell of cement at different plants have increased the
turnover of the company.
3. t would be in the interest of both the government and the industry to work together with
aim to streamline the indirect tax regime and keep the prices of the inputs such as coal
under control so that the cement price can be maintained at reasonable levels.
4. Despite slightly lower economic growth, the construction and infrastructure sector is
expected to record healthy growth, which augurs well for cement industry.
5. The modernization, productivity improvement and cost control measures will improve
the performance of the division in times to come.
6. Adequate support from the Government is very essential to promote business activities.
7. ncrease in the production and sell of cement at different plants have
8. increased the turnover of the company.
9. t would be in the interest of both the government and the industry to work together with
aim to streamline the indirect tax regime and keep the prices of the inputs such as coal
under control so that the cement price can be maintained at reasonable levels.
10. Despite slightly lower economic growth, the construction and infrastructure sector is
expected to record healthy growth, which augurs well for cement industry.
11. The modernization, productivity improvement and cost control measures will improve
the performance of the division in times to come.

Threat8
1. The recent moves by the Central Government in making the import of the cement total
duty free, is a cause of for the ndian cement industry.
2. urther recent changes in the Central Excise Duty structure by way of introduction of
multiple slabs of Excise Duty is also a cause of worry for the industry.
3. Almost all the major players in the industry have announced substantial increase in the
capacity and the possibility of over supply situation cannot be ruled out.
4. ncreased railway freight, coal prices and dispatch bottlenecks on account of truck
Loading restrictions imposed by various State Governments
5. Scarcities of good quality Coal are some other factors which are cause of concern for
the industry.
6. The recent moves by the Central Government in making the import of the cement total
duty free, is a cause of for the ndian cement industry.
7. urther recent changes in the Central Excise Duty structure by way of introduction of
multiple slabs of Excise Duty is also a cause of worry for the industry.
8. Almost all the major players in the industry have announced substantial increase in the
capacity and the possibility of over supply situation cannot be ruled out.
9. ncreased railway freight, coal prices and dispatch bottlenecks on account of truck
Loading restrictions imposed by various State Governments Scarcities of good quality
Coal are some other factors which are cause of concern for the industry

7. CONCLU$ION:-

O The most of the market of district Bhilwara is covered by Birla Cement, Ultratech and
Ambuja.
O or increasing company good will and esteem many of the retailers suggests to Low price
and Availability of time.
O Contractors and Masson are the most influencing factors during purchasing of cement.
O The Wall painting and little bit hoarding is the effective media foe advertisement.
O Most of the consumers are well known about Birla Cement Samrat and Chetak.
O Customers are well satisfied by quality and services provided by T.C.S.

8. RECOMMENDATION & $UGGE$TION$:-

O During this report on Birla Cement Samrat. have studied the various aspects of
management its function and importance and was a totally new experience for me am
grateful to everybody in Birla Cement works. Before concluding my report would like to
make sure recommendations.
O Most of the customers have the view "Birla Chetak & Birla Cement Samrat is good quality
cement. t can capture more market if price is reduced to competitor's price.
O Retailers are facing the problem of changing price; they are not getting information about the
current price at the right time. f company has good information network then it can solve this
problem of the retailers.
O Company should provide training to retailers to give them some basic knowledge about Birla
Cement & Samrat and technique of marketing, how they can satisfy their customers.
O Company can directly deal with retailers, if they have an office at every city a team of
marketing experts.
O f possible, company should review and enhance their distribution network.
O Company's sales offices should meet retailers from time to time.
O Company should provide some gifts, special discounts, appraisal certificates & award for the
retailers & dealers, who give maximum sales so as to continuously motivate them to promote
company's brand.
O Company should organize seminars; conferences & Masson meeting & dealers meet to
promote sales quarterly.
O Company's representatives or dealers should regularly meet contractors; builders so as to give
them complete knowledge & unique features about their brand.

O Company should try to control its production cost. As it might face the problems of tough
competition.
O Company should improve their dispatching policy. Because many dealers\retailers are facing
the problem of late supply.
O Company requires additional investment on promotional strategy to promote sales of Birla
Chetak & Samrat.
O Company requires more advertisement through most the effective media.
O At the end, would humbly suggest the company that if company has good quality, low price,
good research team, more advertisement, regular contacts, marketing experts dealing with
retailers in all rural and urban areas.

9. APPENDIX

Per8onaI DetaiI:-
Name of the Firm....................................................................
Contact no. .....................................................................
Addre88 ......................................................................

1. How long you are in this cement business?
.........................................................................................
2. Which company's cement you are selling?
..........................................................................................
3. How many sub dealers do you have?
..........................................................................................
4. According to you how much potential of average sale in a weak/month?
1. Birla Samrat [ ] 4.Shree Cement [ ] 5.Amuja [ ]
2. Ultratech [ ] 5. .Cemento [ ] 8. Bangur [ ]
3. J.K.cement [ ] 6. J.K. Laxmi [ ] 9. Binani [ ]

5. What are average sales of done by you?

..................
6. Ranked the following brand on the basis of sales.
7. Do you have any scheme/discount in seasoned time?
..........................................................................................
8. n which form do you wish to have target discount after achieved target?
(a) Cash (b) Gold (c) Gift (d) others
9. Personally which brand attracts you?
10. Ranked the following brands on basis of advertisement on T.V.?

11. Ranked the following brands on basis of wall painting?

3. J.K.Cement [ ] 6. J.K. Laxmi [ ] 9. Binani [ ]
12. Ranked the following brands on advertisement on hording?

Date:
$ignat:re

. BIBLIOPRAPHY
BOOK$
Kotler, Philip "arketing anagement published by Vikas publishing house Pvt. ltd. New
Delhi.
Kothari, C. R. "Research ethodology (third edition 2007) published by new age international
(P) ltd.
Aaker, D.A. and Shansby, J. (1982) "Positioning your Product, usiness Horizons,
25, (May/June), 56-62.
Alden, D. L., Steenkamp, J. B. E. M. and Batra, R. (1999) "Brand Positioning through
Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture,
Journal of arketing, 63 (January), 75-87.
NEW$ PAPER$
Time8 of India
Hind:8tan Time8
Economic Time8
WEB BA$ED REFERENCE$
http://www.-irIacorporation.com
http://www.-cw.com
http://www.-irIacementwork8.com
http://www.cma.com
O 1itendra
O Virahyas
O
O ]v!RAHYAS@CNA!L.CON

Birla Corporation Limited Promotional Scheme

Transféré par

Informations du document

Description originale:

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Birla Corporation Limited Promotional Scheme

Transféré par

Droits d'auteur :

Formats disponibles

1itendra

The company has following diversifications namely-

QUALITY CONTROL AND A$$URANCE

1. Ordinary Portland cement

BIRLA CEMENT & CHANDERIY CEMENT WORK$, CHITTORGARH

AWARDE$ RECEIVED BY CHITTOR UNIT$:-

Environment Mr. M.S. Murgan

O Measuring training effectiveness through different tools

15. mplementation of SO 9001:2000QMS

Account department involve in following function

Punjab Amritsar, Jallandhar, Kotkapur, Ludhiana and Pabhat

Celebration of Republic day, ndependence Day and Janmastmi function.

DEPARTMENT: - I$O 9:2

DEPARTMENT: - INFORMATION $Y$TEM

They are using following method for purchase of product.

DEPARTMENT: - ENVIRONMENT & $AFETY

DEPARTMENT: - BUILDING AND RAW MATERIAL

DEPARTMENT: - ELECTRICAL AND IN$TRUMNETATION

BirIa $amrat i8 -e8t 8:ita-Ie for

"DeveIoping Marketing $trategy -y Knowing Market 8hare and promotionaI

4. % growth in cement con8:mption - (29-2/28-29) (Apr.-Jan.)

Cement MAP$ and GRAPH$

5. FINDING$ & FACT$

6. AnaIy8i8 and Interpretation

Ranked according to attri-:te of cement.

Ranked according to adverti8ement on teIevi8ion.

Ranked according to adverti8ement -y waII painting.

5. What are average sales of done by you?

11. Ranked the following brands on basis of wall painting?

Vous aimerez peut-être aussi