A

PROJECT STUDY REPORT

ON

Comparative Study on Various cement Brands

By

Market Share and Promotional SchemeAt

Birla Corporation LimitedChanderia, Chittorgarh

Rajasthan (India)

Submitted By:- Submitted By:-

Manish Dayma Dr.Sonal Jain

MBA Part-3rd Sem. HOD (MBA)

DEEPSHIKHA COLLEGE OF TECHNICAL EDUCATION

2009-20011

PREFACE

Founded 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. It 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. Firstly is the Market Research is done by me in Bhilwara by

Taking NINE 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.

In 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”. I in my long

ACKNOWLEDGEMENT

I express my sincere thanks to Dr.S.K.Jain, General Manager (HRD) For guiding me right from

the inception till the successful completion of the project. I 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.

I am thankful to from N.E.I. Limited for their moral support and guidance thorough out our

project.

Signature of students

Name of the students

Manish Dayma

EXECUTIVE SUMMARY

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.

In this research, I 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. I 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.

” “Comparative Study of Various Cement brands by Market share and promotional

Schemes” 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 during 17th June, 20010 to 02th August, 2009

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

CONTENTS

1. Introduction of the Industry

2. Introduction of the organization

3. Research Methodology

3.1 Title of the Project

3.2 Duration of the Project

3.3 Objective of Study

3.4 Type of Research

3.5 Sample Size and method of selecting sample

3.6 Scope of Study

3.7 Limitation of Study

4. Facts and Findings

5. Analysis and Interpretation

6. SWOT

7. Conclusion

8. Recommendation and Suggestions

9. Appendix

10. Bibliograph

5

INTRODUCTION OF THE INDUSTRY

Cement Industry

Cement Industry originated in India 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 Independence, 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 industry was partially decontrolled in 1982 and this

gave impetus to its pace of growth. Installed capacity increased to more than double from 27

million tons in 1980-81 to 62 million tons in 1989-90.

The cement industry responded positively to liberalization policy and the Government

decontrolled the industry fully on 1st March 1989. From 1991 onwards cement industry got the

status of a priority industry in schedule III of the industry policy statement, which made it

eligible for automatic approval for foreign investment up to 51% and also for technical

collaboration on normal terms of payment of royalty.

After the globalization and liberalization of Indian economy, the cement industry has

been growing rapidly at an average rate of 9 percent. The country is now the second largest

producer of cement in the world next only to China with a total capacity of 217.80 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 India are comparable to the

worlds best operating plants in all respects.

Till a few years ago India was importing cement from other countries, as the production

could not meet the demand for the whole country. Now the tables have turned as India has

started exporting large quantities of cement and clinker to Bangladesh, Nepal, Sri Lanka,

Maldives, Mauritius, Africa, Seychelles, Burma, UAE, and Singapore e

6

India is today the second largest producer of cement in world with an installed capacity of

close to 217.80 million tons per year. 95 % is consumed domestically and only 5% is exported.

Demand is growing at more than 10 % per annum. More than 90 % of production comes from

large cement plants. There are a total of 146 large and more than 350 small cement

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

modern environment friendly “dry” process.

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

other consisting of mini cement plants. A factory with an installed capacity 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.

India is today the second largest producer of cement in world with an installed capacity

of close to 217.80 million tons per year. 95 % is consumed domestically and only 5% is

exported. Demand is growing at more than 10 % per annum. More than 90 % of production

comes from large cement plants. There are a total of 146 large and more than 350 small

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

use modern environment friendly “dry” process.

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

other consisting of mini cement plants. A factory with an installed capacity 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 tons7

India is today the second largest producer of cement in world with an installed capacity of

close to 217.80 million tons per year. 95 % is consumed domestically and only 5% is exported.

Demand is growing at more than 10 % per annum. More than 90 % of production comes from

large cement plants. There are a total of 146 large and more than 350 small cement

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

modern environment friendly “dry” process.

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

other consisting of mini cement plants. A factory with an installed capacity 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.

8

Overview of the performance of the Cement Sector

The Indian cement Industry 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. In 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.

In India, the different types of cement are manufactured using dry, semi-dry, and wet

processes. In the production of Clinker Cement, a lot of energy is required. It is produced by 9

using materials such as limestone, iron oxides, aluminium, and silicon oxides. Among the

different kinds of cement produced in India, Portland Pozzolana Cement, Ordinary Portland

Cement, and Portland Blast Furnace Slag Cement are the most important because they

account for around 99% of the total cement production in India. The types of cement in India

have increased over the years with the advancement in research, development, and

technology. The Indian cement industry is witnessing a boom as a result of which the

production of different kinds of cement in India has also increased.

By a fair estimate, there are around 11 different types of cement that are being

produced in India. The production of all these cement varieties is according to the

specifications of the cement.

10

CURRENT SCENARIO

The Indian 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 India is currently going through a consolidation phase. Some examples of

consolidation in the Indian cement industry are: Gujarat Ambuja taking a stake of 14 per cent in

ACC, and taking over DLF Cements and Modi Cement; ACC taking over IDCOL; India Cement

taking over Raasi Cement and Sri Vishnu Cement; and Grasim's acquisition of the cement

business of L&T, Indian Rayon's cement division, and Sri Digvijay Cements. Foreign cement

companies are also picking up stakes in large Indian 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 Indian cement industry,

the Holcim-ACC-Gujarat Ambuja Cements combine and the Aditya Birla group through Grasim

Industries and Ultratech Cement. Lafarge, the French cement major has acquired the cement

plants of Raymond and Tisco. Italy based cement has acquired a stake in the K.K. Birla promoted

Zuari Industries' 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 Indo-Rama Cement.

11

1. Cement

Feb 2010 Jan 2010 Feb 2009 2009-10 2008-09

(Apr. – Feb.)

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 Feb 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 Feb10, showing a growth of 8.53% as

compared to 12.72Mn.T in Feb 09.

12

2.Clinker

Feb 2010 Jan 2010 Feb 2009 2009-10 2008-09

(Apr. – Feb.)

Production

Sale

Export

Transfer

Closing stocks

10.36

0.43

0.19

1.64

6.47

11.33

0.53

0.36

1.69

6.71

9.16

0.39

0.22

1.32

5.01

115.76

4.68

2.83

15.24

101.99

3.02

2.58

12.07

3. Variety wise cement production – 2009-2010 (Apr.-Jan.)

Percentage

Region OPC PPC PBFS 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 India 30 62 7 1 100

13

4. % growth in cement production – (2009-2010/2008-2009) (Apr.-Feb.)

State %age change State %age change

Northern region

Haryana

Punjab

Rajasthan

Himachal Pradesh

106

40

14

38

Western region

Gujarat

Maharashtra

15

3

Northern region 18 Western region 9

Eastern region

Meghalaya

Jharkhand

Orissa

West Bengal

Chhattisgarh

6

15

7

72

9

Central region

Uttar Pradesh

Madhya Pradesh

68

8

Eastern region 15 Central region 18

Southern region

Andhra Pradesh

Tamil Nadu

Karnataka

3

17

8

Southern region 8

All India 12

14

5. % growth in cement consumption – (2009-2010/2008-2009) (Apr.-Jan.)

State %age change State %age change

Northern region

Uttarakhand

Haryana

Punjab

Rajasthan

Himachal

Pradesh

Delhi

14

15

27

6

69

13

Western region

Gujarat

Maharashtra

21

10

Northern region 13 Western region 14

Eastern region

Bihar

Jharkhand

Orissa

West Bengal

Chhattisgarh

43

28

21

23

10

Central region

Uttar Pradesh

Madhya Pradesh

27

16

Eastern region 24 Central region 24

Southern region

Andhra Pradesh -0.10

15

Tamil Nadu

Karnataka

Kerala

12

5

5

Southern region 5

All India 14

16

Cement MAPS and GRAPHS

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INTRODUCTION TO THE ORGANISATION

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 Indian jute mill near Calcutta and

named it Birla Jute Manufacturing Company Ltd. The name of the company was changed to

Birla Jute & Industries Ltd. in 1983 and finally to Birla Corporation Ltd. in 1998.

From 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.

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The company has following diversifications namely-

Cement

Jute

Carbide & Gases

Synthetics

Vinoleum

Auto Trim

General 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.

In 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

Feb.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.

iv

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 Feb.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.

Outlook for 2010-2011

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.

iv

Cement Production and Dispatches

During February 2010, cement production was 13.53 million tones, registering a growth of

6.54% as compared to 12.70 million tones in February 2009.

Cement dispatches were 13.35 million tones in February 2010, showing a growth of 4.95% as

compared to 12.72 million tones in February 2009.

Cement / Clinker Export

During February 2010, cement export was 0.14 million tones showing a decline of 33.33% as

compared to 0.21 million tones in February 2009. Clinker export also showed a decline of

13.64% in February 2010 (0.19 Mn. T. from 0.22 Mn. T. in February 2009).

iv

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The Company

Core Values:-

1. Business entity & ethics

2. Transparency and openness

3. Sense of ownership

4. Striving for excellence

Vision:-

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.

Mission:-

To develop an enabling learning, responsive and trustful organizational climate where people

are respected empowered and derive joy in working.

Quality Policy:-

Birla corporation ltd. Is committed to comply with requirements of the customers to their entire

satisfaction and continually improved the effectiveness and quality management system by –

iv

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.

QUALITY CONTROL AND ASSURANCE

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

production. The control procedures cover all aspects of cement manufacture from quarry

operation, handling, mixing and grinding to packing. In order to achieve quality assurance,

most of the cement plants have established facilities for sophisticated controls. Some of the

important controls introduced in the cement industry as follows: - 

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

material

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

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

analyzers, temperature and pressure measuring devices, etc.

Centralized kiln control system in conjunction with expert control systems for process

and operation control.

Continuous monitoring of quality in production by plants as well as by the certifying

agency, namely, Bureau of Indian Standards (BIS) under compulsory Certification

Scheme.

BIS certification is compulsory for all varieties and grades of cement under the Cement

(Quality Control) Order, 1962 issued under the Essential Commodities Act, 1955. Since the

Indian cement industry recognizes that ISO-9000 quality system is extremely important for

quality assurance, reliability and competitiveness, about 45 cement plants have already

secured ISO-9000 Certification. The Total Quality Management (TQM) concept has also

iv

been adopted by more than 70 cement plants. Besides, some leading companies have

acquired TPM (Total Productive Maintenance) accreditation. Some manufacturers are

going ahead for world class rating, e.g. WCM (World Class Manufacturing) or ERP

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

India produces different varieties and grades of cement, namely, Ordinary Portland Cement

(OPC) (33, 43, 53 grades), Portland Pozzolana Cement (PPC), Portland Blast Furnace

Slag Cement (PBFSC) and many other varieties. Some of these varieties are used for

special applications, e.g. blended cement helps in resisting certain chemical agents,

sulphate resisting cement can be used in places where concentration of sulphate is more, a

low heat cement is used for mass concreting work like dams, barrages and deep

foundations. All these varieties of cement have been covered by Indian Standard

Specifications

Environment & Safety

Number of activities on safety awareness, health checkup of all employees is being carried.

Safety

In 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.

iv

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 Instructions has been prepared for the safety related activities in the

plants. Maintaining all statutory requirements as per the Factories Act. Fire 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.

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.

iv

Facilities Provides By BCW & CCW

The factory has provided the various kinds of the facilities to the company employees &

workers. It gives the soothing environment to the workers & motivates to do better & more

work for company.

These facilities are under

Recreation Center

Clubhouse

Residential Colony

Vividha

School & Canteen

Transportation Facility

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 Is 3.91

Mn.T. these plants manufacture varieties of the cement like:-

1. Ordinary Portland cement

2. Pozzolana Portland cementiv

3. Fly ash based PPC

4. Portland Slag cement

5. Low heat cement

6. Sulphate Resistant cement

The six plants 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

Raj. 1967 1,400,000

iv

works

d. Birla cement

works1986

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

iv

BIRLA CEMENT & CHANDERIY CEMENT WORKS, CHITTORGARH

BCW was commissioned in Feb. 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. Its 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 “CHITTORGARH

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

An “WNVIROCARE MICROMIST” water spray system imported from USA has been

installed in both the kilns of B.C.W. and C.C.W. Ours is probably the 1st plant in the country

to have such sophisticated equipment and “state-of-the-art technology” .India’s 1st

“HOTPULSE” ESP was installed in C.C.W in view of the perennial water shortage in the

area .Apart from these, measures like water spraying tree plantation and covered storage

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are undertaken to keep the atmosphere clean. We also have a “dry coal beneficiation

plant”. Its beneficiated high calorific vale is used in the kiln, which enables efficient .

control consistent kiln operation and higher productivity. Utilized in fluidized bed

combustion boilers of captive. Thermal power

AWARDES RECEIVED BY CHITTOR UNITS:-

S.No. Name of Award Awarding institute

1 ISO9001:2002 Certification BVQI, UK in 2002 to B.C.W. & C.C.W

2 IS/ ISO:14001 Certification BIS, 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 2nd 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

IIT, 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 India to B.C.W. &

C.C.W in 1998-99 and again 2001-2002

12 Lal Bahadur Shastri Gold National Memorial

Award

International Greenland society for Excellent

Pollution control , implementation by C.C.W in

2002-2003

13 Best supporting core plant Regional Training centre, Nimbahera in 1998-

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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 Income tax Department, Udaipur Range to

B.C.W. in 1996-97

BCW and CCW have received the quality Certification ISO9001:2002 for quality management

system and ISO: 14001 for Environment management system.

CAPEXIL 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.

International Forbes magazine has selected” Birla corporation limited” one of the India’s 20

best under billion $ companies.

iv

COMPANY PROFILE

.

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

iv

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

Board of Directors

Shri N.K. Kejriwal Shri Vikram Swarup

Smt Nandini Nopany Shri Anand Bordia

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Shri Harsh V. Lodha Shri B.B. Tandon

Shri Pracheta Majumdar Shri D.N.Ghosh

WHO’S WHO

DEPARTMENT AND HEADS OF DEPARTMENT

The company has 21 departments in the organization for well directing the

organization and to achieve the goals and mission for 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

Information 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

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

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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 VARIOUS DEPARTMENTS

DEPARTMENT: - HUMAN RESOURCE DEVELOPMENT

HOD: - DR. S. K. JAIN

MEETING WITH: - DR. S.K. JAIN

The main responsibilities of human resource development department’s areas under

1. Training and Development Activity.

Identifying training needs – Individual / departmental / organizational

Determine the competence level of workers and wage bound staff

Annual training plan / monthly training plan

Training record

Participant feedback program

Measuring training effectiveness through different tools

Working as faculty

2. Organizing Training Program

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At works

Deputation to outside institution / organization

RTC. Nimbahera

3. Suggestion Scheme

4. Exemplary Award Scheme

5. Publication of “Apani Baat”

6. Publication of “Hello”

7. Communication through clipping

8. Organize Friday forum

9. Induction 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

15. Implementation of ISO 9001:2000QMS

16. Implementation of IS / ISO 14001EMS

17. Counseling of employees

18. CSR

19. PMS

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20. Organize / Co – ordinate industrial visit for student

21. IMC – RBNQ awards and other awards

22. “5 S” activities

Seiri

Seiton

Seiso

Setketsu

Shitsuke

DEPARTMENT: - ACCOUNTS

HOD: - SHRI M. M. JAGETIA

MEETING WITH: - SHRI M. M. JAGETIA

Account department involve in following function

Maintaining accounts of the company

Checking of allowances of staff

Explanation of TA and DA allowance

Depositing of cheque in bank

DEPARTMENT: - PRODUCTION

HOD: - SHRI ARVIND JHA

MEETING WITH: - SHRI ARVIND JHA

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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 Fe.). 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. (In 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 14000C. At this temperature mixture is converted into clinker.

From 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.

DEPARTMENT: - SALES & MARKETING

HOD: - SHRI N. NAGORI JI

MEETING WITH: - SHRI 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 – In 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 – In this kind of sales, company sale cement to their depots than depot will sale

to dealer and consumer.

Non Trade Sale – In this type of sale, company directly sale cement to the end users who buys

cement in high volume. In 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.

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BCW & CCW are selling cement in seven states of our country through several depots which

are mentioned below.

Rajasthan Zone I – Alwar, Bikaner, Jaipur, Jhunjhunu & Jodhpur

Rajasthan Zone II – Chittorgarh, Kota, Udaipur & Ajmer

Haryana – Gurgoan, Hisar, Kaithal, Narnaul, Rewari & Sirsa

Punjab – Amritsar, Jallandhar, Kotkapur, Ludhiana and Pabhat

UP – Agra, Aligarh, Noida and Ghaziabad

Gujarat – Ahemdabad, Himmatnagar and Vadodara

MP – Indore, Neemuch, Ratlam and Ujjain

Rajasthan is divided in two zones.

DEPARTMENT: - LOGISTICS / RAIL DISPATCH

HOD: - SHRI K. R. RAWAT

MEETING WITH: - SHRI K. R. RAWAT / SHRI DINESH 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

By Road

By Rail

Firstly 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.

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In 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. In case the quantity is in high volume and require in short period than logistics has to

take rail mode for moving the cement. In 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. In

case of road transportation, logistics department is working with 35 transport companies which

are authorized by the company.

DEPARTMENT: - TECHNICAL CUSTOMER SERVICE

HOD: - SHRI MUKESH DAD

MEETING WITH: - SHRI 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

Provide technical back up to customer

Assessing consumer needs and construction requirement

Conducting technical seminars

Research and development in cement and concrete

Continuous analysis of market feedback leading to continuous improvement in quality

and production process.

Educating field force and marketing force about product competitiveness.

Regularly organizing mason meet, dealers meet, architect meet, builders meet,

consumer meet, etc.

Monitoring the quality standards of packing.

Ensuring compliance with quality assurance system ISO 9001:2000

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DEPARTMENT: - PERSONNEL

HOD: - SHRI N.K. SINGHI

MEETING WITH: - SHRI VIJAY SHARMA

In 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

Helmet once in 5 year

Raincoat once in 3 year

Shoes once in 5 year

Uniform once in 5 year

Welfare scheme

Long service award function

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Family planning camp

Free medicine

Celebration of Republic day, Independence 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: - SHRI S. N. CHECHANI

MEETING WITH: - SHRI S. N. CHECHANI

In 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.

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Shift time is

6:00 AM to 2:00 PM

2:00 AM to 10:00 PM

10:00 PM to 6:00 AM

If 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%.

For salary account they have tie up with SBI, SBBJ, PNB and IDBI.

DEPARTMENT: - GENERAL ADMINISTRATION AND ESTABLISHMENT

HOD : - SHRI ANIL SHARMA

MEETING WITH: - SHRI ANIL SHARMA

The main responsibilities General Administration and establishment department are:-

Maintenance of colony

Allocation of house staff

Maintenance & allocation of vehicles

Postal and telecom system in company

Distribution of stationary

Maintenance of guest house and allocation of room in guest house

Salary perks and allowances for staff

Keeping leave record of all staff

Maintenance of furniture in office and staff quarters

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DEPARTMENT: - SECURITY

HOD : - LT. COL. JAIRAJ.

MEETING : - LT. COL. JAIRAJ & SHRI TEJ SINGH

T he main responsibilities of security department are

Maintain record of in & out material in factory

Checking material as per challan

Maintain record labor working in factory

Checking of labor

Ambulance facility

Arrangement of vehicle for the staff on their demand

Keeping record of vehicles/ drivers.

DEPARTMENT : - LEGAL

HOD : - SHRI UMESH PAREEKH

MEETING WITH : - SHRI UMESH PAREEKH

Legal department involve in following function:-

Legal issue related to land, civil, mines, criminal, marking and bounce of cheque etc.

Give advice to various departments on legal matter.

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Process in case of issue

Engage suitable lawyer

Briefing the case to lawyer

Watch the progress of case

DEPARTMENT: - ISO 90001:2000

HOD : - SHRI R. M. SINHA

MEETING WITH: - SHRI R. M. SNIHA

ISO is based on continuous process to improvement in quality

They get 9001:2000 certifications in 2002-2003.

Get ISO 9001:2000 certifications for three years.

18 departments are selected in BCW for ISO certification.

ISO 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.

Enhance customer satisfaction by supplying consistent quality cement.

Regular up gradation of technology optimum utilization of resources and up keep of

equipment for reducing cost.

Training and improvement of employees to develop quality culture in units.

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DEPARTMENT: - INFORMATION SYSTEM

HOD : - SHRI BHUPESH SHARMA

MEETING : - SHRI BHUPESH SHARMA

Information 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.

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DEPARTMENT: - PURCHASE

HOD : - SHRI P.K. GHOSH

MEETING WITH: - SHRI 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.

They are using following method for purchase of product.

Rate contract

Annual order

Repeat order

Local purchase advice

Mumbai purchase advice

They made payment to party in two ways. First way is payment after 30 days of purchase.

Second, when material is approved by the store then they made payment to party.

In case single item value is less than Rs. 5000 then purchase that product. If single item

values in between Rs.5000 to 10000 then purchase department take permission from

president. If single item value is above Rs.10000 then concern department take permission

from the president.

Process of purchase of material.

Department issue indent (in this way given specification, drawing, quality of product) send to

purchase department.

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Check material in store

If available If not

Check weather supplied to that dept. Purchase material at the best

price

If yes If not

Then supplied to

dept.

Purchase material at the best

price.

DEPARTMENT: - ENVIRONMENT & SAFETY

HOD : - SHRI M.S.MURUGAN

MEETING WITH: - SHRI SANJAY RATHI & SHRI 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 1500 C. The maximum dust allow from ESP is

100mg/m3 as per RSPCB. At working time of ESP dust actually comes in 20 mg/m3. As per

RSPCB availability of ESP must be above 95%. They also have to maintain register for Kiln &

ESP.

IS/ISO14001 (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.

iv

Encourage recycle and re utilization of waste products.

Documents implement and maintain EMS in confirmatory to IS/ISO14001.

Communicate its environment policy to its entire employee including those working on our.

DEPARTMENT: - BUILDING AND RAW MATERIAL

HOD : - SHRI P. K. SABOO

MEETING : - SHRI R. K. JAGETIA

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.

Purchase laterite from Badi Sadri & Sawa.

Purchase gypsum from Bikaner.

Get fly ash from Kota NTPC & other sources also.

Purchase peat coke from Reliance Jamnagar.

Purchase poly propylene (PP) bags from local venders.

For transportation all nearby Cement Company have association which fix price for

transportation.

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DEPARTMENT: - MINES

HOD : - MR. S. R. SHARMA

MEETING WITH: - 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.

DEPARTMENT: - ELECTRICAL AND INSTRUMNETATION

HOD : - SHRI S. THATTEY

MEETING WITH: - SHRI 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

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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 : - SHRI K. R. KARWA

MEETING WITH: - SHRI 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 : - SHRI K. R. RAWAT

MEETING WITH: - SHRI K. R. RAWAT & MR. S.C.AJMERA

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. In 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 Instruction (DI) packing plant load the cement in trucks and rail. In the DI

everything is clearly mentioned about the price, quality, quantity, destination, etc.

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TDEPARTMENT: - STORES

HOD : - SHRI R.A. GNANEESWARAN

MEETING WITH: - SHRI 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 FIFO method for inventory

control.

If 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. 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. If 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.

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DEPARTMENT: - LABORATORY

HOD : - SHRI B. S. TIWARI

MEETING WITH: - SHRI VYAS JI

There are two laboratories at that plant one of them is Chemical laboratory and other is

physical laboratory.In 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. In Physical laboratory, laboratory persons are testing final cement in practical way. In

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 BIS norms.

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.iv

“Cement can be defined as a substance which binds together solid bodies by hardening from a

semi liquid state.”

Grades

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.

Contents of Cement

The main element, which is used in cement manufacturing, is as follow:

Limestone

Late rite

Boxide

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Gypsum

And for PPC cement

Fly ash is also added with above elements.

Recent Development

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.

Fly 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 BIS 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. For 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 India.

Portland 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.

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It 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 is Gypsum added with Clinker in the production of cement?

Gypsum is added to the cement production process mainly for the purpose of regulating its

setting time.

What is setting time?

It is the time required to change the stage of cement paste from fluid to a rigid one.

What is Compressive strength?

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. In 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. These specimens are cured and stored in iv

specified environmental conditions prior to testing it’s compressive strength at various ages

like three days, seven days, 28 days, etc.,

What is fly ash?

Fly 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

1500°C to 2000°C in few seconds), into spherical, glassy particles. Most of these particles fly

out with the flue gas stream and are therefore called fly ash.

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OXIDE PERCENTAGE

OXIDES Clinker Fly Ash

43 / 53 Grade

CaO 58 - 67 2 - 5

Sio2 16 – 26 60 - 65

Fe2O3 01 - 05 04 -05

Al2O3 03 - 08 20 - 25

iv3 Days 7 Days 28 Days 3 Months 6 Months 12 Months

0

10

20

30

40

50

60

70

80

90

36

47

5360

6570

40

50

6265

6871

29

39

53

6874

81

Ultimate Compressive Strength of 43, 53 & PPC

43 Grade 53 Grade Samrat(PPC)

Time Period

Co

mp

. S

tr.

in M

pa.

Birla Samrat is best suitable for

• All type of R.C.C. work for residential & commercial buildings.

• Heavy foundation, dams, canals, mass concretes.

• Brick walls, stonewalls, plastering, floorings & finishing.

• Culverts, drainage, swimming pools.

• Water storage tanks, basements.

• Marine works.

• Flyovers, bridges etc.

• Retaining walls, underground & overhead tanks.

Production Process 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.

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2. Crushing: - 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). In raw mill this is grinded mixture is send to silos.

4. Blending: - In the silos blending is done so as to maintain the uniform mixture. From

the silo this mixture is send to the pre heater.

5. Baking/ Burning: - The mixture is preheated in pre-heater then it goes to kiln where the

baking and burning takes place. In 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. It 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.

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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.

Salient Features:-

1. First 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.

Manpower:-

Sr. No. Category No. of Employee

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1 Staff 596

2 Workers BCW 716

3 Workers CCW 451

4 Workers Mines 149

COMPETITORS

The main competitors of Birla cement in this area are

Ultratech Cement

Ambuja cement

JK Nimbaheda

Binani cement

Shree cement

Varieties of Cement Available In the Market

Common types of cement normally available in the market and their specific user are as

under:-

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S.No. Cement Type Specific Use

1. PPC (clay based) Construction of dams, like sewage pipes,

plastering, masonry and finishing work.

2. PBFS 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.

CHANNEL OF DISTRIBUTION

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

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Cement manufacturer Govt & private institutions or individuals (in bulk demand)

Cement manufacturer

Market Depot

Dealers Sub dealer /Retailer

Consumer

Market Depot Party /Customer

Cement manufacturer

In direct party sale manufacturer selling directly to the final consumer

Sale through Depot

(Trade sale)

Direct party

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PRICE DYNAMICS

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.

BASES 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.

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LAW OF DEMAND AND SUPPLY

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.

TECHONOLOGICAL AND MARKETING RELATED FACTORS.

If 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. If the

company adopts aggressive policy , spends a lot on advertising ,sales promotion then

naturally price per bag will increased adoption of ISO 9000 system will also add to the cost of

the cement .

DISTANCE OF THE MARKET PLACE FROM THE PLANT

If market place is in core area (0 to 200 km radius) then transportation cost will be least. In

fringe area (200 to 350 km radius) the transport cost will be relatively higher. In 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.

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STORING 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 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 India is improving day by day. Today for different end

applications consumers can get following types of cement.

Ordinary Portland Cement

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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.

It accounts for 50% of the total consumption. White cement is a variation OPC and

Is used for decorative purpose like rendering of wall, flooring etc. it contains a very low

promotion of iron oxide. It 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. It is cheaply manufactured because it uses fly ash / burnt clay /coal

waste as the main ingredient. It has lower heat of hydration, which helps in preventing cracks

where large volumes are being cast.

PORTLAND BLAST FURNACE SLAGE CEMENT :-

PBFSE consist of 45%, clinker , 50% blast furnace slag and 5% gypsum and accounts for

10% of the total cement consumed. It has a heat of hydration even lower than PPC and is

generally used in construction of dams and similar massive construction.

WHITE CEMENT:-

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It 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.

SPECIALIZED CEMENT

1. Oil well cement

It is made from with special additives to prevent any porosity.

2. Rapid hardening Portland cement:-

It is similar to OPC it is grinded much finer, so that on casting the compressive strength

increases rapidly.

3. Water proof cement

OPC, with small portion of calcium state or non-sponifible oil used to impart waterproofing

properties.

SWOT ANALYSIS OF BIRLA CORPORATION LIMITED

Strengths:-

1. The industry is likely to maintain its growth momentum and continue growing at about

9 – 10% in the foreseeable future.

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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. In the coming few years the demand for the cement will increase which will be booming

news for cement manufactures.

5. For the purpose of the packing of essential item, jute products which are environment

friendly and biodegradable characteristic are considered as best option.

Weaknesses

1. High capital cost and investment cost for each and every project.

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2. 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. The major concern for the industry are :

Continuous increase in labor cost.

Shortage of skilled laborers.

Appreciation of rupees against foreign currencies.

Procuring of limestone mines at economical price an entry barrier.

Opportunities

1. Adequate support from the Government is very essential to promote business activities.

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2. Increase in the production and sell of cement at different plants have increased the

turnover of the company.

3. It 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.

Threats

The recent moves by the Central Government in making the import of the cement total

duty free, is a cause of for the Indian cement industry.

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Further 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.

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.

Increased 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.

“Developing Marketing Strategy by Knowing Market share and promotional

scheme of BCW/CCW Product- 2010 for Birla Cement Works ”

Market share, 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. It

can be expressed as a company's sales revenue (from that market) divided by the total sales revenue

available in that market. It 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. It is generally necessary to commission market

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research (generally desk/secondary research) to determine, although sometimes primary) to estimate

the total market size and a company's market share.

Increasing 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 Scheme

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. 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. In 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,

Objectives 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.

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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. If 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. In market of high brand

similarity, they may be able to alter market share permanently. In addition to brand switching,

consumers may engage in stockpiling –purchasing earlier than usual or purchasing extra quantities.

Promotional Tools

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. Free 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.

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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.

RESEARCH METHODOLOGY

Statement of problem:-

Objective of Research:-

The purpose of research is to discover answer to question through the

application of scientific procedures. The main aim of research is to find out the

truth which is hidden & which has not been discovered yet.

However, each research study has its own specific purpose. There are several

common objective of research as follow:-

To study the brand positioning of “Birla Samrat” in the market.

To compare the major cement brands in terms of Price, Preference, Quality, Packing and

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.

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Research Methodology

Project Research Type Descriptive Research

Data Sources Primary Data

Research Approach Survey Method

Research Instrument Questionnaire

Data Analysis Logical analysis

Sampling Procedure Random Sampling

Sample Size 40 Respondents for dealer

Geographical Coverage Bhilwara

Duration of the Survey 14 Days

Calculation

In questionnaire there are 10 question for dealer and 10 for customer. Each question consist 9

major cement brands which are famous in Rajasthan like Birla Samrat Cement, Ambuja Cement,

Ultratech Cement, Binani Cement, J.K. Laxmi Cement, Binani Cement, Bangur Cement, Rockstrong

cement & Shree Cement . In all questions rank is given from 1 to 9 and also according to question in

customer’s questionnaire.

After collecting all the data according to their ranking, I gave the score as: - for

1st rank – 9 points

2nd rank – 8 points

And so on.

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Competitive Study among Various Cement Brands

ABOUT THE PROJECT :-

The project contains various questions. These questions are

designed to analyses the various dealer’s and customer’s behaviour towards the Best Cement

Brand in Bhilwara. Project includes whole study of cement market & questionnaire. By help of

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

cement which company provides best sales promotion strategy, which company media is more

effective in present market.

Major Issue:-

The study basically draws attention towards the perception

attributes of the various dealer & customer and which factor influence to them. Major issue is

to knowing cement market where we stand & what the reason behind lacking is & trying to

come out with best result which helpful to company growth.

About questionnaire: -

One questionnaire prepared for dealer & one for customer.

Both questionnaires consist of 10 questions. All these questions are related to know the

position of different brands prevailing in the market and dealers satisfaction level. This

questionnaire is also helpful in knowing the market potential of Bhilwara. It is also helpful in

knowing where our company stands in market

QUESTIONNER

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Comparative Study of Various Cement Brand

By

Market Share & Promotional Scheme

Personal Detail:-

Name of the Firm....................................................................

Contact no. .....................................................................

Address ......................................................................

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 [ ]

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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.

1. Birla Samrat [ ] 4.Shree Cement [ ] 5.Amuja [ ]

2. Ultratech [ ] 5. .Cemento [ ] 8. Bangur [ ]

3. J.K.cement [ ] 6. J.K. Laxmi [ ] 9. Binani [ ]

7. Do you have any scheme/discount in seasoned time?

..........................................................................................

8. In 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?

1. Birla Samrat [ ] 4.Shree Cement [ ] 5.Amuja [ ]

2. Ultratech [ ] 5. .Cemento [ ] 8. Bangur [ ]

3. J.K.cement [ ] 6. J.K. Laxmi [ ] 9. Binani [ ]

10. Ranked the following brands on basis of advertisement on T.V.?

1. Birla Samrat [ ] 4.Shree Cement [ ] 5.Amuja [ ]

2. Ultratech [ ] 5. .Cemento [ ] 8. Bangur [ ]

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3. J.K.cement [ ] 6. J.K. Laxmi [ ] 9. Binani [ ]

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

1. Birla Samrat [ ] 4.Shree Cement [ ] 5.Amuja [ ]

2. Ultratech [ ] 5. .Cemento [ ] 8. Bangur [ ]

3. J.K.Cement [ ] 6. J.K. Laxmi [ ] 9. Binani [ ]

12. Ranked the following brands on advertisement on hording?

1. Birla Samrat [ ] 4.Shree Cement [ ] 5.Amuja [ ]

2. Ultratech [ ] 5. .Cemento [ ] 8. Bangur [ ]

3. J.K.cement [ ] 6. J.K. Laxmi [ ] 9. Binani [ ]

Date:

Signature

Question 4. Rank according to average sales

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Brand Sales(T

n)

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

Birla Ultra-tech

J.K.Cement

Shree ce-

ment

Ce-mento

J.K.Laxmi

Am-buja

Ban-gur

Binani

Series1

7312.5

2560 1855 1577.5

795 693.75

1647.5

1152.5

1552.5

5001500250035004500550065007500

Chart based on avg sales

Sale

s in

Tn

Analysis- as per the graph shows that on the behalf of average sales per month (in TN) Birla

is leading brand among all brands.

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Question 6. Ranked according sales volume 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

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Birla Ultra-tech

J.K.Cement

Shree ce-

ment

Ce-mento

J.K.Laxmi

Am-buja

Ban-gur

Binani

Se-ries1

360 308 213 188 93 73 242 175 202

2575

125175225275325375

Chart based on Sales by markingTT

otal

Mar

ks

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

Question 9. Ranked according to attribute of cement.

Brand Marks

Birla 340

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Ultratech 287

J.K.Cement 230

Shree

cement

172

Cemento 55

J.K.Laxmi 71

Ambuja 247

Bangur 193

Binani 220

Birla Ultrat-ech

J.K.Cement

Shree cement

Ce-mento

J.K.Laxmi

Am-buja

Bangur Binani

Se-ries1

340 287 230 172 55 71 247 193 220

25

75

125

175

225

275

325

375Chart base on personal choice

Tota

l M

arks

Analysis- According to attribute of cement like quality, colour, fineness highest marks obtain

by Birla cement.

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Question 10. Ranked according to advertisement on television.

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

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Birla Ultrat-ech

J.K.Ce-ment

Shree cement

Ce-mento

J.K.Laxmi

Ambuja Bangur Binani

Se-ries1

0 322 96 179 181 41 329 239 281

25

75

125

175

225

275

325Chart based on add on T.V.

Tota

l M

arks

Analysis- according to advertisement on television Birla cement’s performance is negligible.

So organisation should take appropriate action because television is powerful tool for

advertisement

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Question 11. Ranked according to advertisement by wall painting.

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

Analysis- As above graph shows that Birla Group investment in advertisement via wall

painting is good.

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Birla Ultrat-ech

J.K.Ce-ment

Shree cement

Ce-mento

J.K.Laxmi

Am-buja

Bangur Binani

Se-ries1

252 238 114 150 163 40 323 241 298

25

75

125

175

225

275

325Chart based on add on Wall Paint-

ing

Tota

l Mar

ks

Question 12. Ranked according to advertisement on Hording?

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

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Birla Ultra-tech

J.K.Cement

Shree ce-

ment

Ce-mento

J.K.Laxmi

Am-buja

Ban-gur

Binani

Se-ries1

106 257 142 135 125 67 307 282 304

25

75

125

175

225

275

325

Chart based on add on HordingTo

tal

mar

ks

Analysis- as graph show Birla performance on advertisement by hording is very poor compare

to other brands.

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CONCLUSION:-

The most of the market of district Bhilwara is covered by Birla Cement, Ultratech and

Ambuja.

For increasing company good will and esteem many of the retailers suggests to Low

price and Availability of time.

Contractors and Masson are the most influencing factors during purchasing of cement.

The Wall painting and little bit hoarding is the effective media foe advertisement.

Most of the consumers are well known about Birla Cement Samrat and Chetak.

Customers are well satisfied by quality and services provided by T.C.S.

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SUGGESTIONS:-

During this report on” Birla Cement Samrat”. I have studied the various aspects of

management its function and importance and was a totally new experience for me I am

grateful to everybody in” Birla Cement works”. Before concluding my report I would like

to make sure recommendations.

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Most of the customers have the view “Birla Chetak & Birla Cement Samrat” is good

quality cement. It can capture more market if price is reduced to competitor’s price.

Retailers are facing the problem of changing price; they are not getting information

about the current price at the right time. If company has good information network then

it can solve this problem of the retailers.

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.

Company can directly deal with retailers, if they have an office at every city a team of

marketing experts.

If possible, company should review and enhance their distribution network.

Company’s sales offices should meet retailers from time to time.

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.

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Company should organize seminars; conferences & Masson meeting & dealers meet to

promote sales quarterly.

Company’s representatives or dealers should regularly meet contractors; builders so as

to give them complete knowledge & unique features about their brand.

Company should try to control its production cost. As it might face the problems of tough

competition.

Company should improve their dispatching policy. Because many dealers\retailers are

facing the problem of late supply.

Company requires additional investment on promotional strategy to promote sales of

Birla Chetak & Samrat.

Company requires more advertisement through most the effective media.

At the end, I 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.

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REFERENCES CITED

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References

Kotler, Philip “Marketing Management” published by Vikas publishing house Pvt. ltd. New

Delhi.

Kothari, C. R. “Research Methodology” (third edition 2007) published by new age international

(P) ltd.

“CMA Magazine (Cement Manufacturers Association)”.

Aaker, D.A. and Shansby, J. (1982) “Positioning your Product,” Business 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 Marketing, 63 (January), 75-87.

Best, R.J. (2004) Market-Based Management: Strategies for Growing Customer Value and

Profitability, 3rd Edition, Upper Saddle River, NJ, Prentice-Hall, 246-267.

Bhat, S. and Reddy, S. K. (1998) “Symbolic and Functional Positioning of Brands,” Journal of

Consumer Marketing 15, (1), 32-43.

Blankson, C. and Kalafatis, S. P. (2001) “The Development of a Consumer/Customer-Derived

Generic Typology of Positioning Strategies,” Journal of Marketing Theory and

Practice, 9 (2), (Spring), 35-53.

Crawford, C. M. (1985) “A New Positioning Typology,” Journal of Product Innovation

Management, 4 243-253.

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News Papers

Times of India

Hindustan Times

Economic Times

Web Based References

http://www.birlacorporation.comhttp://www.bcw.com

http://www.birlacementworks.com

http://www.cma.com

” “Comparative Study of Various Cement brands by Market share and

promotional Schemes” 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 during 17th June, 20010 to 02th

August, 2009 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.

Date : / / 10 SIGNATURE

Place: Chittorgarh

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