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Submitted in the partial fulfillment of
MASTER OF BUSINESS ADMINISTRATION
FROM
UTTRAKHAND TECHNICAL UNIVERSITY, DEHRADUN
Under the Guidance of: Submitted To:
MR.RUCHIR SHARMA Ms .HIMANI JOSHI
STASTE HEAD- MARKETING PROJECT SUPERVISOR
ULTRATECH CEMENT (UNIT: BIRLA WHITE) UIBS, DEHRADUN
JAIPUR (RAJ.)
Submitted By:
AMIT KUMAR GUPT
UTTRANCHAL INSTITUTE OF BUSINESS STUDIES
Dehradun
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ACKNOWLEDGEMENT
My gratification and elation on the success of this project would be
incomplete without mentioning the name of all the people to help me
with it and without whose guidance and encouragement this wouldnt
have been successful.
I would like to convey my sincere thanks to Ms. Himani Joshi,
Faculty of Management, Uttaranchal Institute of Business Studies,Dehradun, for supporting me in the project work.
I take this opportunity to express my sincere gratitude to my mentor
Mr.Ruchir Sharma for his outstanding and undeniable
considerations, Mr. Vikas Pareek, Head of Summer Internship
Programme for providing me the opportunity to work with one of the
most prestigious organization.
I am sincerely indebted to Board of Director of Ultratech cement Ltd.(
Unit: Birla white) Works, my special thanks to Mr. Sumit Srivastava,
(HRD Officer) for their valuable suggestion, constant encouragement,
silent support & unwavering confidence, without which this project
would not have been possible. It was they who motivated for this
cause (to do something entirely new) and always was present with
their expert guidance and disciplined ideas.
I would also like to thank all my friends who have bore with me
during this project, apart from that, those who have helped up in some
way or the other. Last but not the least I would like to extend my
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heartfelt thanks to my parent, who were with me when I was some
expensive about the project. Their help and encouragement also
proved to be a handful.
Yours sincere regards....
Amit Kumar Gupt
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PREFACE
World is widening up & we cannot be confined to one place. In
the present area of globalization it can never be possible to make a
mark in todays competitive environment, without perfection in work.
The perfection can result only from the proper match of theoretical as
well as practical knowledge; person with theoretical as well as
practical back ground will only be able to prove himself to best one.As a student of Master of Business Administration (M.B.A) I
have selected Ultratech Cement Ltd. (Unit: Birla White) for my
Final Project. During this research, I have done a Consumer
Awareness & application of Birla Wall Care Putty in Jaipur City
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DECLARATION
I undersigned Amit Kumar Gupt, the student of Master of
Business Administration (M.B.A) I hereby declare that the project
work presented in this report is my own work & has been carried out
under the supervision of Mr.Ruchir Sharma, State head- Marketing,
Ultratech Cement Ltd. (Unit: Birla white)
AMIT KUMAR GUPT
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UTTARANCHAL INSTITUTE OF BUSINESS STUDIES,
DEHRADUN
CERTIFICATE
I have the pleasure in certifying that Mr. Amit Kumar Gupt is a
bonafide student of 3rd semester of the Masters Degree in Business
Administration of Uttaranchal Institute of Business Studies, Dehradun
under Class ID No. 13121011046
He has completed his Summer Training Project work entitled
Consumer awareness & Applications of Birla Wall Care Putty in
Jaipur city
Under my guidance.
I certify that this is his original effort and has not been copied from
any other source. This project has also not been submitted in any
other university for the purpose of award of any degree.
This project fulfills the requirement of the curriculum prescribed by
Uttarakhand Technical University, Dehradun for the said course.
Signature:
Name of the GuideMs. Himani Joshi
Date:
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CONTENT
EXECUTIVE SUMMERY..7
OBJECTIVE OF THE STUDY..8
SCOPE OF THE STUDY.9
INTRODUCTION TO THE INDUSTRY .....10
INTRODUCTION TO THE ORGANIZATION 15
INDUSTRY ANALYSYS34
RESEARCH METHODOLOGY..43
DATA ANALYSIS...50
SWOT ANAYSIS.....78 FINDINGS ..79 LIMITATIONS & RECOMANDATIONS .....80 SUGGESTIONS ..82
CONCLUSION....83
BIBLOGRAPHY.85
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EXECUTIVE SUMMARY
As a part of my training, I have selected to conduct CONSUMER
AWARENESS & APPLICATIONS OF BIRLA WALL CARE
PUTTY IN JAIPUR CITY
Consumers Satisfaction
For every organization consumer satisfaction is very much important,
without consumer satisfaction a firm cannot even sustain in the
market. In todays ever increasing competition every firm must have
high satisfaction to compete well.
In cement product dealers can obviously perform well for his/her
firm. Moreover being nearer to consumer they can also give very
good suggestions for improvement of their companies.
I conducted a survey of the Wall Care Puttys use in Jaipur; however,
I have tried to check the performance of BIRLA WALL CARE
PUTTY as compared to other companies Putty, as far as consumers
satisfaction is concerned.
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OBJECTIVE OF STUDY
1.To know the satisfaction level of Consumers.2.To find out attitude of Consumers towards various Wall Care
Putty brand.
3.To know Consumers Suggestions for their respectiveCompanies.
4.Measurement of Satisfaction level of Consumers with BirlaWhite brand.
5.Identify benchmark brands which have a lasting Impression onConsumers mind.
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SCOPE OF STUDY
SCPOE OF SURVEY DEDUCTED BY ME FOLLOWS:
Take the importance-rating & satisfaction-rating of Consumers
on the identified factors.
Also, identify the brands which the Consumers hold in high esteem on
each of the factors.
Most preferred brand of consumers.
Consumers survey for performance of BIRLA WALL CARE
PUTTY.
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I have completed my project report work in one of the unit of
ULTRATECH CEMENT LTD. (UNIT: BIRLA WHITE). It is one
of the biggest & largest cement making company in India. It was
stated by Aditya Birla Group. Today the Aditya Birla Group has a
unique place in national and international market.
The Aditya Birla Group is among India's largest business houses.
Operating in the country for over five decades and globally for nearly
thirty years, its revenues today are in excess of US$ 6.7 billion, with
net earnings of US $500 million, a US $ 6 billion asset base, and a
market cap of US $ 5 billion and 700,000 shareholders.
Its 40 state-of-the-art manufacturing units and sectorial services,anchored by 72,000 employees, criss-cross 18 countries including
Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada, USA and
UK.
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Changing the Role of Marketing
Today marketing means to study & monitor environmental factors
which helps the firm finding out detent need as creating needs for
new, emerging & dynamic class of consumer by using creativity,
innovation in provoking, penetrating &positioning the product.
It is the process to know perceived value of consumers, creating
value driven products, measuring value delivery system to survive &
sustain in highly competitive environmental factor, which
continuously offer some opportunities &cause some threats.
The role of mktg. has been changing continuously, since its
emergence previously, it was given the equal importance like otherdepartments, and then it was given more importance than other
department subsequently. Marketing has become the canter point &
marketing has become its integrative function.
Consumer focus is a necessary in todays competitive world.
Customer at present is the queen. In other words, customer is the
passport to profit. At present customer become a most important
consideration for every org. competition global quality standards
economic relatives create need of consumer orientation & it become
essential & how it can be achieved is shown in the following charts:
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CEMENT INDUSTRY & MARKETING
What is Marketing?
According to peter f. Ducker the Modern marketing concept is a
customer orientation back integrated marketing wined at generating
customer satisfaction as the key to satisfying organization goals,
moreover, changing environment has provided many opportunities &
threats to the marketing of their products.
What is Marketing Management?
Marketing management is the process of planning & distribution
of ideas, goods & services to create exchange that satisfy individual &
organizational goals.
What is the Need for Marketing of Cement?
It is found that cement plant works more than their efficiency
even with large addition to capacity & the efficiency of new plants,
the operating ratio is not as it should be because of a slower growth in
consumption & bottle necks in transport. That is therefore
witnessing a situation of glut affecting profitability mean while input
cost have been growing steadily.
As additional companies have come up in the southern &
eastern regions, the awareness in the growth of industry in early years
many years may become less pronounced. The major question there
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for relates to efficient marketing arrangements & prevention of
movement involving cross haulage.
There exists very stiff competition among cement marketers.
Hence, they have to adjust themselves to changing situation & use of
different types of raw materials as well as effective marketing efforts
should be undertaken.
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Customers Satisfaction
The whole purpose of marketing process is customer satisfaction.
Infect today customers satisfaction is the only justification for the
existence of the organization. A simple method of studying customer
satisfaction is to look thing from the customers perspective. The firm
may find itself amazed at how it has set out to positively irritate &
annoy the paying customers.
The very simple logic that firm produces goods & services solely to
create customers satisfaction & the success or failure in achieving
long term satisfaction is what producer the firms sales, profit &
ultimately survival & share value. Every organization should bear in
mind that unhappy customer tell everyone about their complaints,unfortunately substantially more in value & frequently than satisfied
customers talk about the good services, they have received company
should do something about its complaining customer which is a major
opportunity to do the business some good. Being a student of
management & being aware of the increasing importance of
customers satisfaction, I decide to conduct a survey regarding
customer satisfaction in JAIPUR with reference of BIRLA WHITE.
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REASON FOR SELECTING OF THE TOPIC
I did my Final Project under the guidance of my project guide
Mr. Ruchir Sharma, State Head- Marketing, Ultratech Cement Ltd.
(Unit: Birla White). I was offered to work in Jaipur market and
understand existing status of product BIRLA WHITE.
Due to geographical limitation, I was allowed to interact and
take the help from Jagatpura, Malviya Nagar about Birla White Wall
Care Putty.
CONSUMER AWARENESS & APPLICATIONS OF WALL
CARE PUTTY
In Jaipur City.
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COMPANY PROFILE
The Aditya Birla Group is among India's largest business houses.
Operating in the country for over five decades and globally for nearly
thirty years, its revenues today are in excess of US$ 6.7 billion, with
net earnings of US $500 million, a US $ 6 billion asset base, and a
market cap of US $ 5 billion and 700,000 shareholders.
Its 40 state-of-the-art manufacturing units and sectoral services,
anchored by 72,000 employees, criss-cross 18 countries including
Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada, USA and
UK.
A premium conglomerate, the Aditya Birla Group is a dominant
player in all of the sectors in which it operates. Such as Aluminums,
Viscose Staple Fiber, Copper, Cement, Viscose Filament Yarn,Branded Apparel, Chemicals, Carbon Black, Fertilizers, Sponge Iron,
Insulators, Power, Telecom, Financial Services and more recently
Insurance.
Grasim, Hindalco, Indian Rayon, Indo Gulf and Indal from its stables
- rank among India's top 50 most respected and admired corporations
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Aditya Birla Group
The name Aditya Birla evokes all that a positive in business and inlife it typifies integrity, quality, performance, perfection, and above
all, character, Our corporate logo, The Rising Sun, symbolizes
these tarts (Aditya is the Sanskrit word for sun)
The logo consists of an inner circle, symbolizing the internal universe
of the Aditya Birla Group, an outer circle, symbolizing the external
universe, and a dynamic meeting of the rays converging and diverging
between the two.The Aditya Birla Group (ABG) is Indias first truly
Multinational Corporation Global in vision, rooted in values; the
group is driven by a performance ethic pegged on value creation for
its multiple stakeholders.
A US $45 billion corporation with a market cap. Of US $43 billion,
the Aditya Birla Group is anchored by an extraordinary force of
107,000 employees, belonging to 25 different nationalities. Over 50
per cent of its revenues flow from its operations across the world.
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The Aditya Birla Group's products and services offer distinctive
customer solutions worldwide. The Group has operations in 20
countries - India, Thailand, Laos, Indonesia, Philippines, Egypt,
China, Canada, Australia, USA, UK, Germany, Hungary, Brazil,
Italy, France, Luxembourg, Switzerland, Malaysia and Korea.
In India, the Group has been adjudged "The Best Employer in India
and among the top 20 in Asia" by the Hewitt-Economic Times and
Wall Street Journal Study 2007.
Globally the Aditya Birla Group is:
A metals powerhouse, among the world's most cost-efficient
aluminium and copper producers. Hindalco, from its fold, is a Fortune
500 Company. It is also the largest aluminium rolling company andone of the 3 biggest producers of primary aluminium in Asia, with the
largest single location copper smelter.
Worldwide:
No. 1 in viscose staple fibre.
The 3rd largest producer of insulators.
The 4th largest producer of carbon black
The 11th largest cement producer globally and the 2nd largest in
India
Among the world's top 15 BPO companies and among India's top 3
Among the best energy efficient fertilisers plants.
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In India:
A premier branded garments player
The 2nd largest player in viscose filament yarn
The 2nd largest in the Chlor-alkali sector
Among the top 5 mobile telephony companies
A leading player in Life Insurance and Asset Management
Rock solid in fundamentals, the Aditya Birla Group nurtures a culture
where success does not come in the way of the need to keep learning
afresh, to keep experimenting.
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Beyond Business:
Working in 4700 villages
Reaching out to 11 million people annually through the Aditya Birla
Centre for Community Initiatives and Rural Development,
spearheaded by Mrs. Rajashree Birla.
Focus areas are: health care, education, sustainable livelihood,
infrastructure and espousing social causes
Run 56 Schools and 21 Hospitals
Transcending the conventional barriers of business to send out amessage that "We Care".
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Milestones
The Aditya Birla Group, India's first multinational corporation, traces
its origins back to the tiny village of Pilani in the Rajasthan desert,
where Seth Shiv Narayan Birla started cotton trading operations in
1857. Today, the Group's footprint extends to 25 countries and its
revenues are US$ 59.2 billion. We retrace the highlights of this
remarkable journey, starting from the present:
2010:
Arun Jaitley In recognition of work that truly exemplifies the highest
values of society and corporate leadership for social responsibility and
sustainable development initiatives, the Reader's Digest Pegasus Star
Award has been conferred on Hindalco. Mrs. Rajashree Birla who
spearheads all the Group's social projects received this much coveted
award on behalf of Hindalco from Mr., MP, Rajya Sabha, on 25
January 2010 in Delhi.
2009:
The President of India, Mrs. Pratibha Patil conferred the much
coveted Rotary International Polio Eradication Champion Award on
Mrs. Rajashree Birla in an elegant function at the Rashtrapati Bhavan
(Delhi), attended by the Chairman, select Rotarians and WHO
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officials.
2008:
The Aditya Birla Group was honoured with the India Today Group's
Readers Digest Gold award in recognition of the work that truly
exemplifies the highest values of society as well as those of Reader's
Digest. The award was received by Mrs. Rajashree Birla,
Chairperson, Aditya Birla Center for Community Initiatives and Rural
Development, at the Pegasus Corporate Social Responsibility Awards
2008 function.
Hindalco awarded the CII - Sorabji Green Business Centre "National
Award for Excellence in Water Management 2008".
In May 2008, Novelis became a Hindalco subsidiary with the
completion of the acquisition process. The transaction makes
Hindalco the world's largest aluminum rolling company and one of
the biggest producers of primary aluminum in Asia, as well as being
India's leading copper producer.
2007:
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Hindalco in a joint venture with Almex USA Inc. TransWorks
Information Services announces success of bid to acquire Minacs
Worldwide.Grasim Industries Limited, India; Thai Rayon PublicCompany Limited, Thailand and P.T. Indo Bharat Rayon, Indonesia
form a JV with Hubei Jing Wei Chemical Fiber Company, China, for
VSF.
Hindalco awarded the Greentech Safety Silver Award for its
outstanding safety performance during 2005-06.
Grasim industries limited,
Grasim industries limited, a flagship company of the Aditya Birla
Group, ranks among India's largest private sector companies, with
consolidated net turnover of Rs.224 billion and a consolidated net
profit of Rs.49 billion (FY2010).
Starting as a textiles manufacturer in 1948, today Grasim's businesses
comprise viscose staple fiber (VSF), cement, chemicals and textiles.
Its core businesses are VSF and cement, which contribute to over 90
per cent of its revenues and operating profits.
The Aditya Birla Group is the worlds largest producer of VSF,
commanding a 24 per cent global market share. Grasim, with an
aggregate capacity of 333,975 tap has a global market share of 11 per
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cent. It is also the second largest producer of caustic soda (which is
used in the production of VSF) in India.
In cement, Grasim along with its subsidiary UltraTech Cement Ltd.
has a capacity of 41.6 million TPA and is a leading cement player in
India. In July 2004, Grasim acquired a majority stake and
management control in UltraTech Cement Limited. One of the largest
of its kind in the cement sector, this acquisition catapulted the Aditya
Birla Group to the top of the league in India.
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 leading cement player in India.
Grasims cement operations today span the length and breadth of
India, with 11 composite plants, eight split grinding units, four bulk
terminals and 53 ready-mix concrete plants.
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.
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Leveraging the strong equity and goodwill of the house mark, the
company has strong national brand UltraTech cement under the
Aditya Birla Group logo. Grasim is also nurturing some regional
brands like Vikram Cement and Rajashree Cement.
Grasim together with its subsidiary UltraTech is expanding its
capacity by 14 million tap through Greenfield and Brownfield
projects to meet the robust cement demand. Grasim is setting up a 4.5
million tpa Greenfield plant at Kotputli and another 6.4 million tpa
plant at Shambhupura in Rajasthan. UltraTech is setting up a 6.9
million tpa project at Tadipatri in Andhra Pradesh. Post expansion,
with a 69 million tpa capacity, Grasim will be among the top ten
global cement players. To enhance cost competitiveness, captivepower plants are being set up with a combined capacity of 144 mw at
four locations in Grasim and 425 mw at four locations in UltraTech
resulting in overall power generation capacity of 468 mw in Grasim
and 469 mw in UltraTech.
Grasim, the flagship company of the Aditya Birla group is an
Rs.6248 crore company, with assets in excess of Rs.4993 crores, net
profits of 885 crores, with 17 units. It is anchored by a committed
16000 workforce.
Grasim's key focus areas are Cement and Viscose Staple Fiber. Other
businesses within Grasim's fold include sponge iron and textiles. One
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of India's most respected and admired companies, Grasim enjoys a
leadership position in all of the businesses in which it operates.
It is the largest and the lowest cost producer of Viscose Staple Fiber
globally.
With a total grey cement capacity of 13.12 million tons per
annum (T.P.A.), Grasim is among the largest producers of grey
cement in India. It is one of the largest producers of white cement
world over, with a capacity of 400 thousand tonnes per annum and the
largest in S.E Asia. Its premium brand Birla White is the leader in
white cement in India. Its innovative products recently launched
include Birla White GRC (Glass Fiber Reinforced Concrete), Birla
White Wallcare Putty, Birla White Textura and Birla White Kool n
Seal. Birla White is also exported to several countries.
The Birla White plant is located in Kharia Khangar, District Jodhpur,Rajasthan and the GRC plant at Savli, District Vadodra and Gujarat
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PRODUCT PROFILE
PRODUCT OF THE UNIT
At Grasim Industries Ltd. (White Cement Division), we manufacture
world class products like:
Birla White CementBirla White Wall care PuttyBirla White Textura (White Cement based textured wall finish)Birla White KOOL n SEALBirla White GRC (Glass Fibre Reinforced Concrete)Birla White Level Plast
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Product Information
Birla White Cement is the product of a unique decolorizing process,
which prevents oxidation of iron in the clinker. And maximizes
whiteness. Its astonishingly high refractive index and opacity impart a
brilliant luster and smooth finish, even when mixed with pigments.
Giving you cement that is pure, super white and mixes easily with
inorganic pigments. No wonder Birla White cement is the no. 1
choice for the manufacture of decorative waterproof paints, Mosaic
tiles and Terrazzo flooring. It is also widely used for innovative
applications. Like smooth plaster, textured plaster, exposed aggregate
plaster, ceilings, fungs, hollow blocks and architectural finishes. Birla
White cement can either be used in its original form, or colored by
adding inorganic pigments. Whichever way you want it.
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Birla White cement is also exported to various countries like UAE,
Bahrain, Oman, Doha-Qatar in the Middle East and Philippines,
Singapore in South East Asia, Kenya, Tanzania, Nigeria, S. Africa,
Mauritius, Nepal, Bangladesh, Australia and Sri Lanka.
Packaging: Available in 1kg, 5kg, 25Kg and 50 kg Packs.
Product Information...
Birla White Wall care Putty is white cement based putty. It provides a
protective base for your expensive paints. Its superior water resisting
properties prevent the paint from flaking even if the walls are damp.
It's used to fill fine pores in walls and ceilings, so you get the smooth,
dry surface that's so essential for painting. Birla White Wallcare putty
has better water-resistance, adhesive strength and durability than
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ordinary putties. Being cement based it has better compatibility with
the base plaster and forms a durable base for paints. It can be applied
on both, Interior and exterior walls. Making it a mini-revolution in
putties!
Available in FINE & COARSE (MATT) finish.
Only international standard white cement based Putty in India with
Water-resistant properties. (HDB-Singapore Standards)
Coarse Putty levels the wall surface.
Fine Putty provides a thin skim-coat, which acts as a protective base
for expensive paint.
Packaging: Available in 5, 20 & 40 Kg packs.
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Application:
Areas of Application of Birla White Wall care Putty:
Exterior & Interior Walls of any building where an
aesthetic/decorative coating is desired.
Buildings like Houses, Offices, Shopping-Malls, Bungalows,
Outhouses, Farmhouses, Stadiums, Trade & Technology Parks,
Educational Institutes, Convention Centres, Airport & RailwayStations, Operas & Theatres, Museums & Exhibition Halls and even
Flyover Walls.
How to Use Birla White Wall care Putty:
Use Birla White-WALL CARE PUTTY (fine) on plastered
surface, as a protective base-coat, before you apply expensive paint.
If the plaster is made with Grey Cement, use Birla White-WALL
CARE PUTTY (coarse) to level the surface. Generally, a 6-10 mm
coat of this product will remove the undulations.
Over Coarse Putty substrate, apply 1.0-1.5 mm coat of Fine
WALL CARE PUTTY, to smoothen the surface and provide a
protective undercoat for expensive paint. The White base will also
ensure that the true tone of any shade/colour of paint will stand-out
(especially pastel shades).
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Production Process
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Product Information...
Birla White Textura is cement based textured wall finish, popular
internationally. You'll find a variety of surface textures, designs and
colours to choose from. So now you can bring new excitement to yourwalls. Whether it's a subtle touch you seek or a bold statement.
What's more, Textura being cement based, not only decorates, but
also protects both interiors and exteriors. And it's more economical
than acrylic based finishes, as there is no primer coat. Birla White
Textura also incorporates the latest state-of-the-art technology fromEurope, so you have a wide choice of textured finishes, in various
colours.
Birla White Textura is available in RF and TF varieties.
The RF variety is the Spray Roller Finish and is ideal for interiors.
The TF variety is the Trowel Finish and being a rugged finish is
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ideally suited for external walls. Though it is cement based it does not
need curing, is water resistant and has extra adhesive strength. Its
special formulation keeps it safe against the ill-effects of the weather.
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Application:
Areas of Application of Textura:
Exterior & Interior Walls of any building where an
aesthetic/decorative coating is desired.
Buildings like Houses, Offices, Shopping-Malls, Bungalows,
Outhouses, Farmhouses, Stadiums, Trade & Technology Parks,
Educational Institutes, Convention Centres, Airport & RailwayStations, Operas & Theatres, Museums & Exhibition Halls and even
Flyover Walls.
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Product Information....
If you thought that our applications are all about improving the
aesthetics of your home, then think again. Some of our products even
affect the way you live. Like Birla White KOOL n SEAL. Kool n Sealis a revolutionary coating material which transcends the role expected
from traditional construction materials.
It has dual properties. KOOL n SEAL when applied on any surface
effectively reduces the temperature. It also seals minor cracks thus
aiding in the arrest of leakage. It can also be used to sealplumbing/other joints.
Its unique formulation reduces your indoor air temperature to
comfortable levels and thus reduces your reliance on air conditioning
and saves you from paying huge electricity bills. Its protective
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properties protect your building from leakage/seepage, especially
during monsoons.
Simple, easy to apply in the form of slurry using a brush , Kool n Seal
should be ideally used on roofs and terraces of buildings, water tanks,
cracks in parapet walls, industries, garages, water pipes, cinema halls,
cold storages, swimming pools on higher floors etc. Which actually
doesnt leave too many places where this versatile and innovative
product cant be effectively applied?
Application:
Areas of Application of Kool-n-Seal:
New & existing concrete roof/terrace of buildings.
Asbestos Cement Sheets/ Walls.
Water-tanks, cracks in parapet walls, and the attachment of roof-
membranes to Parapet Walls.
Industries, Garages, Water Pipes, Cinema Halls, Pavements, Cold
Storages.
Army barracks.
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How to Use:
1. Simple to Apply (DIY i.e. Do-it-yourself application).
2. Two Coats to be applied with the help of a simple paint-brush.
3. Costs you approx. Rs. 10 per sq. ft. and lasts for about 4-5 years, if
maintained well.
4. Can be applied on different types of surfaces like New & Old
Roofs, Asbestos Cement Sheets, Water-Tanks, Roof
5. penetrations, Parapet Walls, Attachment of Roof membrane to
Parapet Walls, Water Pipes, Cold Storages, Canals etc.
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Product Information...
Birla White GRC is a unique and revolutionary construction material.
It's so versatile; it opens up a whole new world of opportunities for
modern architecture. Currently used world-wide in cladding and
associated architectural components, GRC is the lightweight
mouldable finishing material of the century. It's just right for simple
or decorative elevations. GRC is made of Birla White Cement, high
silica sand, alkali resistant glass fibers and a few other mixtures.
Naturally occurring oxide pigments are added to get the desired
shade. You can make it resemble natural stones or exposed brick or
even wood. Amazing, isn't it?
GRC combines the compressive properties of cement mortars with the
flexural and tensile strength of special glass fibers. Slender, slick and
lightweight, GRC can dramatically alter the internal or external
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character of any building. So all you need is imagination, passion and
a blueprint.
Sizes: Available in precast form in various sizes to suit site
requirements
Application:
Areas of Application of GRC:
Birla White GRC is the perfect material for ornamental designs. You
can whip up anything you like with it. Mould sculptures. Create a
variety of ornamental motifs like statues, artifacts, balustrades, flower
pots, decorative grills, fountains, garden benches, lamp posts....the list
goes on. These ornamental applications are ideal for lobbies, foyers,
pathways and museums. Where the desire is to impress and awe.
Ducts: Birla White GRC is the most cost-effective way to
manufacture high quality ducts and channels. Since it can be produced
in a variety of lengths and shapes, GRC reduces the number of joints
between channel lengths and in the support framework. It also
prevents water seepage and vegetal growth, in turn preventing soil
erosion and water contamination. From valley gutters and sewer liners
to trough formers, animal feeding and waste disposal troughs. Birla
White GRC is the material that can withstand nature's acid test, for
years and years.
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Sound Barriers: Around the world, noise pollution is deafening.
Expressways, airports and railway stations are an increasing problem.
Birla White GRC offers 3 kinds of noise barriers to do away with this
problem. Reflective. Dispersive. And absorptive. Reflective, the most
common type uses its surface mass to reflect and prevent noise from
passing through. Dispersive uses the same principle as reflective, but
with a profiled face which disperses noise more effectively.
Absorptive is the best barrier, as it blocks and absorbs noise with
specially designed absorbing material. All of these barriers are
lightweight, durable, of high quality matrix and non-combustible.
Birla White GRC barriers are the answer to expressways, flyovers,
multiplex theatres and other high decibel areas. So no more covering
your ears.
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INDUSTRY ANALYSIS
STRUCTURE OF THE INDUSTRY
With an installed capacity of around 457 million tonnes per
annum(mtpa) at end- march 2010 large cement plants accounted for
95% of the total installed capacity in India. The installed capacity is
distributed over across approximately 229 large cement plants owned
by around 54 companies.
The structure of the industries is fragmented although the
concentration at the top is increasing. The fragmented structure is a
result of the low entry barriers in the post decontrol period and the
ready availability of technology.
However, cement plants are capital intensive and require a capital
investment of over Rs. 85000 per tones of cement, which translates
into an investment of Rs. 6500 million for a 1mtpa plants.
The cement industry has witnessed substantial reorganization of
capacities during the last couple of years. Some example of the
consolidation witnessed during the recent past include: Gujarat
Ambuja talking a stake of 29% in acc; Gujarat Ambuja talking over
DLF Cements and Modi cement Grasims acquisition of the cement
business of L& T Indian rayons cement division merging with
grasim, Grasim talking over Sri Digvijay Cements; L& T taking over
Narmada Cements; ACC taking over IDCOL.
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Multinational cement companies have also initiated the acquisition
process in the Indian cement market. Swiss cement major Holcim has
picked up 34.8% of the promoters stake in Gujarat Ambuja cements
(GACLl) in January 2010 Holderind investments(Holcim Mauritius),
an indirect wholly-owned subsidiary of Holcim, acquired 200 million
equity shares of GACL at a price of Rs. 205 per share form the
promoters, post sale the share of promoters in the company is 11%
Holcim also made an open offers to acquire an additional 49% stake
in GACL at Rs 90.64 per share. Earlier Holcim had entered into a
strategic alliance with GACL and acquired a 87% controlling stake in
Ambuja Cement India through this holding company Holcim acquired
a majority in
Ambuaja Cement Eastern and a substantial stake in ACC. Ambuja
Cement India holds a 24% share in ACC and a 97% share in Ambuja
Cement Eastren. Holcims acquisition has led to the emergence of two
major groups in the Indian cement industry , the holcim acc Gujarat
Ambuja cements combine (capacity of 33.5mt) and the combined
capacity of 31.1 mt ) Lafarge, the French Cement major, had acquired
a stake in the K K Birla promoted Zuari industries cement plant in
A.P. with a capacity of 3.4 mtpa. Recent Heidelberg cement has
entered into an equal joint- venture agreement with S P Lohia Group
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controlled Indo Rama Cement. Heidelberg Cement is expected to take
a 50% controlling stake in indo-Ramas grinding plant of .75 mtpa at
Raigad in Maharashtra.
As on march 2010, acc was the largest player with a capacity of 18.64
mtpa. Ultratech CemCo. Ltd. 1 now occupies the second slot with a
capacity of 17 mtpa (which includes 1.5 mtpa of subsidiary Narmada
Cement)
The Gujarat Ambuja group has emerged as the third largest player
with a capacity of 19.86 mtpa. Grasim ranks fourth with a capacity of
19.12 mtpa. Other leading players include India cement s Jaypee
Group,Century textiles, Madaras cements , Lafarge and Birla corp.
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Distribution Channel
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Plant profile
Plant
Birla White Cement is the premier flagship brand of Grasim
Industries Ltd. (White Cement Division). Established in 1988, in
technological association with Onoda Engineering & Consulting
Japan, its initial capacity was 80,000 tonnes per annum. In response to
increasing demand, a second unit was added with technology from
Nihon Cement Co., Japan.
Today the company has an established capacity of 400 thousand
tonnes per annum. Without doubt making it India's largest white
cement company.
Eco Drive
At Birla White, we believe in the environment deeply. They have an
Environmental Management System in place, and an environmental
policy that is aggressively promoted among our employees and the
local community. They believe in sustainable development that
preserves the environment. And technology selection that keeps
environmental needs in mind. Is it any surprise then to discover that
theyve been awarded the IERS Level-5 & ISO 14002 Certification
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from DNV, Netherlands, for the very highest levels of environmental
commitment?
Quality System
Birla White is the first cement plant to get ISO 9002 QMS
certification from RWTUV, Germany. It is also IQRS level-5,
certified from DNV, Netherlands.
Technology Partners
The Birla White plant operates on the latest state of the art
technology. The plant is equipped with novel equipments like theVertical roller mill from Pfeiffer, Roller press from Koppern,
Continuous blending silo from IBAU, Stacker and Reclaimer from
Germany.
The whole process is completely automated by using Distributed
control systems of Leeds & Northup, USA, ABB Sweden, and Fuzzy
control system from FLS Automation, Denmark and supported with
the on-line X-ray cement analyser from ARL, Switzerland.
Giving you nothing less than the whitest white, world-class cement,
every time.
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Awards and Recognitions
IMC-Ramakrishna Bajaj National Quality Award under thecategory of Outstanding Achievements Trophy 2009 for
Business
Golden Peacock Corporate Social Responsibility (CSR) Award2009
National Energy Conservation Awards 2009 in the category ofCertificate of Merit in the Cement Sector
The Economic Times and Frost and Sullivan IMEA PlatinumAward 2009 in Process category
Brand Leadership Award, a symbol of Excellence and BrandLeadership
Best Employer Excellence Award from Employer Associationof Rajasthan 2008
Conferred Consumer Super brand status by the Super brandCouncil of India
10th Annual Greentech Environment Excellence Award 2008 inGold Category for Cement Sector
Global Leader in Cement Industry received from IndianEconomic Development & Research Association (IERDA)
CAPEXIL Export Award 2008-09, Certificate of Merit forExport Recognition
The Bizz Award 2009 for Business Excellence from WorldConfederation of Business
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Sun Award 2008 for overall excellence, the most prestigiousaward of Aditya Birla Group
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RESEARCH METHODOLOGY
INTRODUCTION: Research is an art of scientific investigation.
Research covers the search for and retrieval of information for a
specific purpose. Research has many categories from medical
research to literacy. A research paper is a piece of academic writing
that requires a more abstract, critical and thoughtful level of inquiry
than you might be used to.
The dictionary meaning to research is a careful investigation or
inquiry especially through search for new fact in branch of
knowledge. Basically research is a search of truth with the help of
some study, observation, comparison and experiment. it is the search
for knowledge with the help of objective and systematic method of
finding solution to a problem. Research is a voyage of dictionary of
knowledge lead by inquisitiveness of human nature.
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IMPORTANCE OF RESEARCH:
1. Research forms the fundamentals base on which the economics and
legislative polices can be build.
2. Research assists in solving various operational and planning
problems of business and industry.
3. Research helps to establish social relationship and solves special
problem.
4. Research is used in fall fields of applied mathematics etc.
5. Research facilitates scientific and methodology thinking of all.
6. Research assists in PH.D thesis of student.
7. Assists analysis and intellectuals to develop new theories and ideas.
8. Research philosophers and thinkers to establish their viewpoint.
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MARKETING REASERCH
It plays a key role in marketing process. It helps in formation of
marketing mix.
Product
Price
Place
Promotion
It is a systematic gathering recording and analyzing of data about
problems relating to marketing of goods and services.
Marketing executive need specific studies of problems andopportunity areas. They may need a market survey a product
preference test, sales forecast or advertising effectiveness study.
These studies require the talent of skilled researcher who can apply
principle of sample size, sample design and questionnaire method to
the task. These researchers usually make up the marketing research
department. Marketing research offers special information about
problems to be faced by marketing executives. The offers special
information about problems to be faced by marketing executives. The
studies are product oriented. It involves studies relating to buyer
behavior product or brand usage, advertising awareness, sales
promotion, dealer behavior etc.
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RESEARCH DESIGN
The research design used in the project is Exploratory Design. The
investigation is carried upon the selected area. The reason forchoosing this design is to get responses from the CONSUMER so that
the company could discover new ideas trough
Research
Design
ExploratoryResearch Descriptive
Research
DesignFocus Group
Primary Data
analysis
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DATA COLLECTION:
I have done this extensive research for the consumer satisfaction
using the survey method. In survey method I had collected two types
of data.
1. Surveys 2. Observations
Methods
of Collection data
Qualitative data Quantitative data
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Sampling Technique
Random sampling method is used in the project.
SAMPLING
Probability Non-Probability
Random sampling
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THE DATA SOURCE:
The source of the data has been according to the response of retailers
which mainly includes interviews of retailers & with the help of pre
drafted questionnaire.
PRIMARY DATA: This refers to the data collected for the first time
by the researcher. The various sources from where I have collected
the primary data are:
QuestionnairesRespondents interview
SECONDARY DATA: Secondary data is also of much significance
in the research, secondary data are those data which was recorded
earlier by the researcher or other researchers for further use its also
collected from the various websites, books, and nobles.
WebsitesNewspaper articlesPamphletsMagazines
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Area covered in the survey
Man Singhpura, Tonk Road, Jaipur.
Shree Jee Nagar, Tonk Road, Jaipur.
Sudama Nagar, Tonk Road, Jaipur.
Neeta Jee Subhash Nagar, Tonk Road, Jaipur.
Durgapura, Sanganer
Barkat Nagar, Tonk Road, Jaipur.
Arjun Nagar, Tonk Road, Jaipur.
PROBLEM IDENTIFICATION
The problems which prompt me to conduct such survey were to know
to what extent the consumers of Birla Wall Care Putty are satisfied as
compared to consumers of other Putty brands. Another problem was
to know the degree of satisfaction in comparison of what others,
which will have direct impact on sales.
SAMPLING PLAN
Demographic profile:
Age group: 18 to 70 years.
Gender: Male, Female
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Target segments: This survey is done on general consumer, end users,
and contractors.
SAMPLING METHOD
For my survey I have used convince sampling method.
SAMPLE SIZE:
The sample size has been fixed to 200 respondents. Wall Putty
keeping in mind statistical consideration and practical difficulties.
Selection of Sample:
Random, from different markets of Jaipur city (Jagatpura & Malviya
Nagar).
Consumers is proposed as under
A Class (Highly Satisfied) 24 nos.
B Class (Satisfied) 151nos.
C Class- (Not Satisfied) 25 nos.
ANYALYSIS & INTERPRETATION
Analysis & interpretation is one of the most important steps in the
research procedure. The success or failure of the research largely
depends on how successfully the analysis & interpretation is done.
Make data meaningful we classify the data according to
different variables to make it tabulation is done of the classified data
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main purpose of 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 & also to compare the data. This whole
thing is called analysis of data.
Next stage after analysis of data is to interpret the analyzed data.
Interpretation means what does the analysis means & on the basis of
that to determine cause & effect relationship. In short, interpretation
means to give meaning to over all analysis.
The analysis & interpretation of consumers satisfaction survey
research are as follows:
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1.Which are the Birla white brands you use?i) Wall care putty ii) white cement iii) both
Birla white cement 86 86%
Wall care putty 100 100%
BOTH
(cement & wall care
putty)
86 86%
Interpretation
From this above chart it is shown that total 100 consumers used Birla
white putty and in that 100 consumers 86 use Birla white cement also,
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It is clear that 100% consumers used wall care putty and 86% retailer
sell both wall care putty & white cement and only.
FOR WHITE CEMENT
2.According to you which brands you feel satisfy in whitecement and how much you are satisfied with them?
BIRLA
WHITE
86
JK
9
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Interpretation
Above chart and table shows that 86 consumers are satisfied with
Birla white cement and 9 consumers are also satisfied with J.k. white
cement out of those 86 consumers.
IN BIRLA WHITE CEMENT
(Give marks from 0 to 5)
Parameters
(marks)
Fully
satisfied
5
Satisfie
d
4
Okay
3
Not much
satisfied
2
Unsatisfied
1
No
idea
0
Quality 79 7 Nil Nil Nil Nil
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Interpretation
From the above graph & table, it show that 79 consumers give 5,
means they
are fully satisfied with Birla white and 7 consumers gave 4(satisfied)
by Birla
White when quality is concern. In present it shown as 92% fully
satisfied,
8% satisfied, 0% okay, 0% not much satisfied, 0% unsatisfied, 0% no
idea.
IN BIRLA WHITE CEMENT
(Give marks from 0 to 5)
Parameter Fully Satisfie Okay Not much Unsatisfie No idea
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s
(marks)
satisfied
5
d
4
3 satisfied
2
d
1
0
Price 49 34 3 Nil Nil Nil
Interpretation
From the above graph & table it show that, 49 consumers gave 5
(fully satisfied), 34 consumers gave 4 (satisfied), 3 consumers gave
3(okay) when price concern. In present it shown as 57% fully
satisfied, 40% satisfied, 3% okay and 0% not much satisfied, 0%
unsatisfied, 0% no idea.
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IN BIRLA WHITE CEMENT
(Give marks from 0 to 5)
Paramete
rs
(marks)
Fully
satisfied
5
Satisfi
ed
4
Okay
3
Not
much
satisfied
2
Unsatisfi
ed
1
No idea
0
Delivery 68 18 Nil Nil Nil Nil
Interpretation
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From the above graph & table it show that, 68 consumers gave 5
(fully satisfied), 18 consumers gave 4 (satisfied) when delivery is
concern. In present it shown as 79% fully satisfied, 21% satisfied, 0%
okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.
IN BIRLA WHITE CEMENT
(Give marks from 0 to 5)
Paramete
rs
(Marks)
Fully
satisfied
5
Satisfi
ed
4
Okay
3
Not
much
satisfied
2
Unsatisfie
d
1
No idea
0
Promotio
n
24 42 19 Nil 1 Nil
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Interpretation
From the above graph & table it show that, 24 consumers gave 5
(fully satisfied), 42 consumers gave 4 (satisfied), 19 consumers gave
3(okay) and 1 consumer gave 1(unsatisfied) when promotion is
concern. In present it shown as 28% fully satisfied, 49% satisfied,
22% okay and 0% not much satisfied, 1% unsatisfied, 0% no idea.
IN BIRLA WHITE CEMENT
(Give marks from 0 to 5)
Parameters
(Marks)
Fully
satisfied
5
Satisfied
4
Okay
3
Not
much
satisfied
2
Unsatisfied
1
No
idea
0
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Payment 22 46 18 Nil Nil Nil
Interpretation
From the above graph & table it show that, 22 consumers gave 5
(fully satisfied), 46 consumers gave 4 (satisfied), 18 consumers gave
3(okay) when payment is concern. In present it shown as 26% fully
satisfied, 53% satisfied, 21% okay and 0% not much satisfied, 0%
unsatisfied, 0% no idea.
IN BIRLA WHITE CEMENT
(Give marks from 0 to 5)
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Parameters
(marks)
Fully
satisfied5
Satisfied
4
Okay
3
Not
muchsatisfied
2
Unsatisfied
1
No
idea0
Packaging 67 19 Nil Nil Nil Nil
Interpretation
From the above graph & table it show that, 67 consumers gave 5
(fully satisfied), 19 consumers gave 4 (satisfied), when packaging is
concern. In present it shown as 78% fully satisfied, 22% satisfied, 0%
okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.
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3.According to you which brands you feel satisfy in putty?
Interpretation
From the above graph & table it show that, 90% consumers are
satisfied with Birla white wall care putty, and 5% consumers are
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satisfied with build plus, 2% are satisfied with eco plus, 2% are
satisfied with wall mate, 1% are satisfied with Pawan.
FOR WALL CARE PUTTY
(Give marks from 0 to 5)
Parameters
(marks)
Fully
satisfied
5
Satisfied
4
Okay
3
Not
much
satisfied
2
Unsatisfied
1
No
idea
0
Quality 79 16 5 Nil Nil Nil
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Interpretation
From the above graph & table it show that in Birla wall Care Putty 79
consumers gave 5 (fully satisfied), 16 consumers gave 4 (satisfied), 5
consumers gave 3(okay) when quality is concern. In present it shown
as 79% fully satisfied, 16% satisfied, 5% okay and 0% not much
satisfied, 0% unsatisfied, 0% no idea.
FOR WALL CARE PUTTY
(Give marks from 0 to 5)
Parameters
(marks)
Fully
satisfied
5
Satisfied
4
Okay
3
Not
much
satisfied
2
Unsatisfied
1
No
idea
0
Price 7 32 54 5 2 Nil
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Interpretation
From the above graph & table it show that, 7 consumers gave 5 (fully
satisfied), 32 consumers gave 4 (satisfied), 54 consumers gave
3(okay), 5 consumers gave 2(not much satisfied), 2 consumers gave
1(unsatisfied) when price is concern. In present it shown as 7% fully
satisfied, 32% satisfied, 54% okay and 5% not much satisfied, 2%unsatisfied, 0% no idea.
FOR WALL CARE PUTTY
(Give marks from 0 to 5)
Parameters
(marks)
Fully
satisfied
5
Satisfied
4
Okay
3
Not
much
satisfied
2
Unsatisfied
1
No
idea
0
Delivery 70 30 Nil Nil Nil Nil
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Interpretation
From the above graph & table it show that, 70 consumers gave 5
(fully satisfied), 30 consumers gave 4 (satisfied), when delivery is
concern. In present it shown as 70% fully satisfied, 30% satisfied, 0%
okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.
FOR WALL CARE PUTTY
(Give marks from 0 to 5)
Parameters Fully Satisfied Okay Not Unsatisfied No
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(marks) satisfied
5
4 3 much
satisfied
2
1 idea
0
promotion 24 52 19 3 2 Nil
Interpretation
From the above graph & table it show that, 24 consumers gave 5
(fully satisfied), 52 consumers gave 4 (satisfied), 19 consumers gave
3(okay), 3 consumers gave 2(not much satisfied), 2 consumers gave
1(unsatisfied) when promotion is concern. In present it shown as 24%
fully satisfied, 52% satisfied, 19% okay and 3% not much satisfied,
2% unsatisfied, 0% no idea.
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FOR WALL CARE PUTTY
(Give marks from 0 to 5)
Parameters
(Marks)
Fully
satisfied
5
Satisfied
4
Okay
3
Not
much
satisfied
2
Unsatisfied
1
No
idea
0
Payment 17 44 35 4 Nil Nil
Interpretation
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From the above graph & table it show that 17 consumers gave 5 (fully
satisfied), 44 consumers gave 4 (satisfied), 35 consumers gave
3(okay), 4 consumers gave 2(not much satisfied), when payment is
concern. In present it shown as 17% fully satisfied, 44% satisfied,
35% okay and 4% not much satisfied, 0% unsatisfied, 0% no idea.
FOR WALL CARE PUTTY
(Give marks from 0 to 5)
Parameters
(Marks)
Fully
satisfied
5
Satisfied
4
Okay
3
Not
much
satisfied
2
Unsatisfied
1
No
idea
0
Packaging 27 46 23 4 Nil Nil
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Interpretation
From the above graph & table it show that 27 consumers gave 5 (fully
satisfied), 46 consumers gave 4 (satisfied), 23 consumers gave
3(okay), 4 consumers gave 2(not much satisfied), when packaging is
concern. In present it shown as 27% fully satisfied, 46% satisfied,
23% okay and 4% not much satisfied, 0% unsatisfied, 0% no idea.
4.According to you which are the brand have whiteness andstrength most in white cement and how much you are
satisfied with them?
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Interpretation
Above chart and table shows that 86 consumers are satisfied with
Birla white cement and 9 consumers are satisfied with J.K. white
cement, when whiteness and strength is concern.
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FOR CEMENT
IN BIRLA WHITE
(Give marks from 0 to 5)
Parameter
s
Fully
satisfied
5
Satisfi
ed
4
Ok
ay
3
Not much
satisfied
2
Unsatisf
ied
1
No
idea
0
Whiteness
& strength
65 21 Nil Nil Nil Nil
Interpretation
Above chart and table shows that 86 consumers are satisfied with
Birla white cement and 9 consumers are satisfied with J.K. white
cement, when whiteness and strength is concern.rom the above graph
& table it show that 65 consumers gave 5 (fully satisfied), 21
consumers gave 4 (satisfied), when whiteness and strength is
Concern. In present it shown as 76% fully satisfied, 24% satisfied, 0%
okay and 0% not much satisfied, 0% unsatisfied, 0% no idea.
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5.How much you are satisfied with the retailer scheme inwhite cement and putty?
FOR WALL CARE PUTTY & CEMENT
(Give marks from 0 to 5)
IN BIRLA WHITE
Parameter
s
Fully
satisfied
5
Satisfi
ed
4
Ok
ay
3
Not much
satisfied
2
Unsatisf
ied
1
No
idea
0
Retailers
Scheme
5 69 25 1 Nil Nil
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Interpretation
From the above graph & table it show that, 5 consumers gave 5 (fully
satisfied), 69 consumers gave 4 (satisfied), 25 consumers gave
3(okay), 1 consumers gave 2(not much satisfied), when retailer
scheme is concern. In present it shown as 5% fully satisfied, 69%
satisfied, 25% okay and 1% not much satisfied, 0% unsatisfied, 0%
no idea.
6.According to you it is good to give painter token scheme inputty and how much you satisfied with it? (Give
marks from 0 to 5)
Company
(Marks)
Fully
satisfied
5
Satisfi
ed
4
Ok
ay
3
Not much
satisfied
2
Unsatisf
ied
1
No
idea
0
BIRAL
WHITE
Nil 36 47 16 1 Nil
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Interpretation
From the above graph & table it show that, 83% consumers say yes
and 17% say no and 36 consumers gave 4 (satisfied), 47 consumers
gave 3(okay), 16 consumers gave 2(not much satisfied), 1 consumers
gave 1(unsatisfied) when painter token scheme is concern. In present
it shown as 0% fully satisfied, 36% satisfied, 47% okay and 16% not
much satisfied, 1% unsatisfied, 0% no idea.7.Are you satisfied with on site/shop delivery without any
conditions in cement and putty and how much you are
satisfied with it? (Give marks from 0 to 5)
Compan
y
(Marks)
Fully
satisfied
5
Satisfie
d
4
Oka
y
3
Not much
satisfied
2
Unsatisfie
d
1
No
idea
0
BIRAL
WHITE
66 33 1 Nil Nil Nil
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Interpretation
From the above graph & table it shown that 99% consumers say yes
and 1% retailer say no. Also shown 66 consumers gave 5 (fully
satisfied), 33 consumers gave 4 (satisfied), 1 consumers gave 3(okay),
when on site/shop delivery is concern. In present it shown as 66%
fully satisfied, 33% satisfied, 1% okay and 0% not much satisfied, 0%
unsatisfied, 0% no idea.
8.How much you are satisfied with advance paymentdiscount?
(Give marks from 0 to 5)
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Company
(Marks)
Fully
satisfie
d5
Satisfied
4
Oka
y
3
Not much
satisfied
2
Unsatisf
ied
1
No
idea
0
BIRAL
WHITE
6 59 35 Nil Nil Nil
Interpretation
From the above graph & table it show that, 6 consumers gave 5 (fully
satisfied), 59 consumers gave 4 (satisfied), 35 consumers gave
3(okay), when advance payment discount is concern. In present is
shown as 6% fully satisfied, 59% satisfied, 35% okay and 0% not
much satisfied, 0% unsatisfied, 0% no idea.
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9.How much you are satisfied with the painter visit?(Give marks from 0 to 5)
Company
(Marks)
Fully
satisfied
5
Satisfied
4
Okay
3
Not
much
satisfied
2
Unsatisfie
d
1
No
idea
0
BIRAL
WHITE
26 54 20 Nil Nil Nil
Interpretation
From the above graph & table it show that, 26 consumers gave 5
(fully satisfied), 54 consumers gave 4 (satisfied), 20 consumers gave
3(okay), when painter meet is concern. In present it shown as 26%
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P a g e 90
fully satisfied, 54% satisfied, 20% okay and 0% not much satisfied,
0% unsatisfied, 0% no idea.
9.According to you which brands do display most effectively and
how much you are satisfied with it? (Give marks from 0 to 5)
Company
(Marks)
Fully
satisfied
5
Satisfied
4
Okay
3
Not
much
satisfied
2
Unsatisfi
ed
1
No
idea
0
BIRAL
WHITE
34 48 18 Nil Nil Nil
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Interpretation
From the above graph & table it show that 90% consumers say Birla
white do display effectively and 5% say J.K. do display effectively
and 5% other brand do display effectively in both putty and white
cement and in Birla white 34 consumers gave 5 (fully satisfied), 48
consumers gave 4 (satisfied), 18 consumers gave 3(okay), when
display is concern. In present
it shown as 34% fully satisfied, 48% satisfied, 18% okay and 0% not
much satisfied, 0% unsatisfied, 0% no idea.
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10. According to you, which brand is popular in whitecement how much you are satisfied with it? (Give marks
from 0 to 5)
Company
(Marks)
Fully
satisfied
5
Satisfie
d
4
Oka
y
3
Not much
satisfied
2
Unsatisfied
1
No
idea
0
BIRAL
WHITE
77 9 Nil Nil Nil Nil
Interpretation
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From the above graph & table it show that 91% are say Birla white is
popular and 9% say J.K. white is popular and in Birla white 77
consumers gave 5 (fully satisfied), 9 consumers gave 4 (satisfied),
when demand of cement is concern. In present it shown as 90% fully
satisfied, 10% satisfied, 0% okay and 0% not much satisfied, 0%
unsatisfied, 0% no idea.
11. According to you, which brand is popular in putty andhow much you satisfied with it? (Give marks from 0 to 5)
Company
(Marks)
Fully
satisfied
5
Satisfied
4
Okay
3
Not much
satisfied
2
Unsatisfie
d
1
No
idea
0
BIRAL
WHITE
71 15 14 Nil Nil Nil
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Interpretation
From the above graph & table it shown that 90% consumers say Birla
white putty is popular and rest 10% say other like wall mate, build
plus, eco plus and in Birla white 71 consumers gave 5 (fully
satisfied), 15 consumers gave 4 (satisfied), 14 consumers gave
3(okay), when demand of wall care putty is concern. In present it
shown as 71% fully satisfied, 15% satisfied, 14% okay and 0% not
much satisfied, 0% unsatisfied, 0% no idea.12. According to you, in which brand you feel most
satisfactory and how much you are satisfied with that
brand? (Give marks from 0 to 5)
Company
(Marks)
Fully
satisfied
5
Satisfie
d
4
Oka
y
3
Not much
satisfied
2
Unsatisfied
1
No
idea
0
BIRAL
WHITE
29 60 11 Nil Nil Nil
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Interpretation
From the above graph & table it show that, 29 consumers gave 5
(fully satisfied), 60 consumers gave 4 (satisfied), 11 consumers gave
3(okay), when promotion is concern. In present it shown as 29% fully
satisfied, 60% satisfied, 11% okay and 0% not much satisfied, 0%
unsatisfied, 0% no idea.
FINDINGS
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Birla white have excellent quality and consumers are satisfied with
the quality and no competitors have such quality like Birla white.
Birla white have good quality but price is little high than other local
competitor like Build plus, Coat Care, Max Rout, Mastro, Wall Mat,
Pawan, Eco Plus, Super Mix, Eco,Classic, Asian, JK White etc
.Promotion in so important and according to consumers, Birla white
do promotion by providing displays to retailers and many media use
by Birla white for promoting.
Birla white is a popular brand and it has changed its packaging, many
consumers are say old packaging was good. But new packaging is so
efficient in stopping mixing or cheating.
Birla white also provide painter token in Birla white wall care putty.
That makes painter satisfied and delight. And he use only Birla white.
Birla white also have a cell Technical Assistance Cell which assessthe quarry of customer.
In Wallcare putty, there are 8(app.) Local compotator, but consumers
are satisfied with Birla white wall care putty.
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RECOMANDATIONS
During survey it is found that BIRLA WHITE enjoys a good
position in the market and it is a powerful brand. The proof of this
is the most of the customer use BIRLA WHITE products.
The company arranges very well structured and strongDISTRIBUTION NETWORK While has a major change hand in
the success of any brand.
Company must provide dealer board display board and pop to theretailers by which awareness of the customer will also increase.
Company should launch a sales lab scheme in which these retailerswho will sale minimum he will be awarded- though same
number and after completing the scheme he will get awarded
which is already specified by the company.
To provide the right quality and quantity in good price.The company should have done good promotion and advertising in
large level because it can attract consumer to purchasing the
product.
Complaints should be handled very carefully
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SUGGESTIONS
Today the Indian market has become very competitive towards White
Cement & Wall Putty from the emergence of new brands. There is a
lot of competition tap the situation & growth tremendously in the
field. The response of Indian market towards the White Cement &
Wall Putty is very positive & forward looking.
The performance of Birla white is good in the market & also Birla
white has a
Brand name and it is very popular. But from the survey I found that
there is more need to frequent advertisement is not considered directly
in buying, but its essential to promote the sales.
The company can do much better by implementing these given
suggestion:-
Information broachers should be given with the bag of Putty &cement so that consumer can know how to use these products
better & effectively.
Advertisement play an important role in awareness of Whitecement &wall putty consumer foremost television advertising is
the basic gradient of awareness, but they also pay the attention
to magazine, wall painting and hoarding & effective painter
meetings.
Introduce more choice of packaging i.e.: 2 kg. & 10 kg. Pack ofputty.
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Introduce colors pack which can be mixed easily with Whitecement & can be used in wall painting.
There should be a customer care helpline related to the use ofBirla White products.
More effective relation with distributors and retailers because inthis of product these are main tool of selling the product and
telling the people about the product.
Professionals/Painters provide more knowledge regarding theproduct quality and applying method.
Packaging of product should be more attractive andeffective to protect from moisture.
Keep working on quality of their product by latesttechnology.
In white cement segment only two brands are in market. Soorganization must be more aggressive in creating the brand of
products.
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CONCLUSION
As a part of my study, I have done my Final project in Birla
white (Grasim Industries Limited).I have done Final project work on
Consumer Awareness & Applications of Birla Wall Care Putty in
Jaipur City.
Major construction areas in Jaipur are Jagatpura, Malviya Nagar and
many place. Almost 96% respondents feel putty is better. They all felt
putty was far superior than POP in terms of quality / benefits offered
to the customers. The damp proofing, finishing, longevity was better
than POP. Only 2% said Pop is better because it served the same
purpose i.e., the basic need of the consumer for surface preparation at
a lower cost. 4% were indecisive because they were not sure about theeffectiveness of putty compared to POP when the two are pitted
against each other keeping in mind the huge price difference.
POP is widely used product and comprises 61% of the share. But this
can be a big opportunity for Putty if it can replace POP from the
market.
The Brand preference is clearly skewed in favor of Birla cement
based putty. Birla is getting the Pioneer advantage and enjoying 81%
of the share. In fact Putty and Birla are synonyms to each other. Birla
putty has great brand recognition value and a powerful brand.
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POP is the usual trend. But Putty is catching up but slowly, the main
reason is the lack of awareness among the consumers. All the users of
POP feel that POP is a cheaper affair but if we add the Material,
Paint, and the Labour cost than the Putty is cheaper smoother and
durable. If we use the paint on putty punning wall the less material is
required.
At the institutional sites POP is the necessity and 98% respondents
agree to it. Pop is treated as brick and mortar for the construction
process which is absolutely indispensable. This was the more or less
the opinion of all the respondents in the painter group. There are
reasons behind it. The big sites have many constraints like-
Completion of the site on time due to which undulations are there andthese undulations cannot be removed with Putty.
The market share of acrylic and cement based putty was almost the
same.
I also tried to introspect the consumer decision making process to find
out the major influencers / motivators. End consumers were also
asked this question informally. They felt that painters influence the
consumers the most. Actual purchases in most case are made by the
painters and many a times consumers do not even take a note of the
brand that is getting used on the walls. Therefore the painters play a
major role in popularizing any product. A very important factor was
thus brought to light:
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Finally I would like to conclude that Birla white (Grasim
Industries Limited) is one of the most reputed companies in the Indian
market but still there are better scope of improvements. Company
should take in to account consumers suggestions & views to improve
the performance.
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LIMITATIONS
Though a successful survey was conducted there were still certain
limitations to the study. Below are some of the limitations of the
research conducted?
The survey is taken from the Jaipur so it may not be the exactrepresentative of the countries customer.
The researchers works are limited by the time and moneyconstrains.
The data has been collected though random sampling methodthough same of the respondent may have some personal bias
towards a particular company &brand.
The rainy season hampered the study to a great extent. The respondents may not have given accurate information. The customer was hesitating in fill questionnaire as they dont
have time.
Some of the people interviewed were not that clear about theiropinion.
In some cases views were not communicated properly. Lack of technical knowledge of end users. Some people did not tell their phone/mobile no.
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Although efforts have been taken to meet and overcome these
limitations yet perhaps if they had not been there more life could be
brought in the project.
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BIBLOGRAPHY
Marketing Survey of end users. Word of Mouth User and non-user www.birlawhite.com, www.google.com www.wikipedia.com