summer traning report

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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 wouldn’t 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 today’s 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 Master’s 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 Guide Ms. 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 ANALYSYS……………………………………………… …34

• 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”

Consumer’s Satisfaction

For every organization consumer satisfaction is very much important,

without consumer satisfaction a firm cannot even sustain in the

market. In today’s 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 Putty’s 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 consumer’s

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 respective

Companies.

4. Measurement of Satisfaction level of Consumers with Birla

White brand.

5. Identify benchmark brands which have a lasting Impression on

Consumer’s 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 other

departments, 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 today’s 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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Customer’s Satisfaction

The whole purpose of marketing process is customer satisfaction.

Infect today customer’s satisfaction is the only justification for the

existence of the organization. A simple method of studying customer

satisfaction is to look thing from the customer’s 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 customer’s 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

customer’s 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 in

life 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 India’s 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 and

one 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 a

message 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 Public

Company 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 world’s 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.

Grasim’s 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, captive

power 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 Cement

� Birla White Wall care Putty

� Birla White Textura (White Cement based textured wall finish)

� Birla White KOOL n SEAL

� Birla 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 & Railway

Stations, 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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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 your

walls. 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 from

Europe, 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 & Railway

Stations, 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 Seal

is 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 seal

plumbing/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

doesn’t leave too many places where this versatile and innovative

product can’t 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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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

P a g e 42

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.

P a g e 43

• 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.

P a g e 44

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 Grasim’s acquisition of the cement

business of L& T Indian rayon’s cement division merging with

grasim, Grasim talking over Sri Digvijay Cements; L& T taking over

Narmada Cements; ACC taking over IDCOL.

P a g e 45

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. Holcim’s 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

P a g e 46

controlled Indo Rama Cement. Heidelberg Cement is expected to take

a 50% controlling stake in indo-Rama’s 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.

P a g e 47

Distribution Channel…

P a g e 48

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

they’ve been awarded the IERS Level-5 & ISO 14002 Certification

P a g e 49

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 the

Vertical 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.

P a g e 50

Awards and Recognitions

• IMC-Ramakrishna Bajaj National Quality Award under the

category of Outstanding Achievements Trophy 2009 for

Business

• Golden Peacock Corporate Social Responsibility (CSR) Award

2009

• National Energy Conservation Awards 2009 in the category of

Certificate of Merit in the Cement Sector

• The Economic Times and Frost and Sullivan IMEA Platinum

Award 2009 in Process category

• Brand Leadership Award, a symbol of Excellence and Brand

Leadership

• Best Employer Excellence Award from Employer Association

of Rajasthan 2008

• Conferred Consumer Super brand status by the Super brand

Council of India

• 10th Annual Greentech Environment Excellence Award 2008 in

Gold Category for Cement Sector

• Global Leader in Cement Industry received from Indian

Economic Development & Research Association (IERDA)

• CAPEXIL Export Award 2008-09, Certificate of Merit for

Export Recognition

• The Bizz Award 2009 for Business Excellence from World

Confederation of Business

P a g e 51

• Sun Award 2008 for overall excellence, the most prestigious

award of Aditya Birla Group

P a g e 52

P a g e 53

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.

P a g e 54

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.

P a g e 55

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 and

opportunity 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.

P a g e 56

RESEARCH DESIGN

The research design used in the project is Exploratory Design. The

investigation is carried upon the selected area. The reason for

choosing this design is to get responses from the CONSUMER so that

the company could discover new ideas trough

Research Design

Exploratory Research Descriptive

Research Design

Focus Group

Primary Data analysis

P a g e 57

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

P a g e 58

Sampling Technique

Random sampling method is used in the project.

SAMPLING

Probability ssssSampling

Non-Probability Sampling

Random sampling

P a g e 59

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:

� Questionnaires

� Respondents 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 researcher’s for further use it’s also

collected from the various websites, books, and nobles.

� Websites

� Newspaper articles

� Pamphlets

� Magazines

P a g e 60

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

P a g e 61

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

P a g e 62

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 consumer’s satisfaction survey

research are as follows:

P a g e 63

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,

P a g e 64

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 white

cement and how much you are satisfied with them?

BIRLA

WHITE

86

JK

9

P a g e 65

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

P a g e 66

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.



Parameter Fully Satisfie Okay Not much Unsatisfie No idea

P a g e 67

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.

P a g e 68



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

P a g e 69


(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.



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

P a g e 70

Interpretation



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.



Parameters

(Marks)

Fully

satisfied

5

Satisfied

4

Okay

3

Not

much

satisfied

2

Unsatisfied

1

No

idea

0

P a g e 71

Payment 22 46 18 Nil Nil Nil

Interpretation



3(okay) when payment is concern. In present it shown as 26% fully





P a g e 72

Parameters

(marks)

Fully

satisfied

5

Satisfied

4

Okay

3

Not

much

satisfied

2

Unsatisfied

1

No

idea

0

Packaging 67 19 Nil Nil Nil Nil

Interpretation


(fully satisfied), 19 consumers gave 4 (satisfied), when packaging is



P a g e 73

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

P a g e 74

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


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

P a g e 75

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


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

P a g e 76

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



FOR WALL CARE PUTTY


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

P a g e 77

Interpretation


(fully satisfied), 30 consumers gave 4 (satisfied), when delivery is



FOR WALL CARE PUTTY


Parameters Fully Satisfied Okay Not Unsatisfied No

P a g e 78

(marks) satisfied

5

4 3 much

satisfied

2

1 idea

0

promotion 24 52 19 3 2 Nil

Interpretation



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.

P a g e 79

FOR WALL CARE PUTTY


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

P a g e 80

From the above graph & table it show that 17 consumers gave 5 (fully


3(okay), 4 consumers gave 2(not much satisfied), when payment is



FOR WALL CARE PUTTY


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

P a g e 81

Interpretation

From the above graph & table it show that 27 consumers gave 5 (fully


3(okay), 4 consumers gave 2(not much satisfied), when packaging is



4. According to you which are the brand have whiteness and

strength most in white cement and how much you are

satisfied with them?

P a g e 82

Interpretation


Birla white cement and 9 consumers are satisfied with J.K. white

cement, when whiteness and strength is concern.

P a g e 83

FOR CEMENT

IN BIRLA WHITE


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


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%


P a g e 84

5. How much you are satisfied with the retailer scheme in

white cement and putty?

FOR WALL CARE PUTTY & CEMENT


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

P a g e 85

Interpretation



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 in

putty 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

P a g e 86

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

P a g e 87

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%


8. How much you are satisfied with advance payment

discount?


P a g e 88

Company

(Marks)

Fully

satisfie

d

5

Satisfied

4

Oka

y

3

Not much

satisfied

2

Unsatisf

ied

1

No

idea

0

BIRAL

WHITE

6 59 35 Nil Nil Nil

Interpretation



3(okay), when advance payment discount is concern. In present is

shown as 6% fully satisfied, 59% satisfied, 35% okay and 0% not


P a g e 89

9. How much you are satisfied with the painter visit?


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



3(okay), when painter meet is concern. In present it shown as 26%

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


P a g e 91

P a g e 92

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


P a g e 93

10. According to you, which brand is popular in white

cement 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

P a g e 94

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



11. According to you, which brand is popular in putty and

how 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


P a g e 95

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


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


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


P a g e 96

Interpretation



3(okay), when promotion is concern. In present it shown as 29% fully



FINDINGS

P a g e 97

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 assess

the 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 strong

DISTRIBUTION NETWORK While has a major change hand in

the success of any brand.

� Company must provide dealer board display board and pop to the

retailers by which awareness of the customer will also increase.

� Company should launch a sales lab scheme in which these retailers

who 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 it’s 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 White

cement &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 of

putty.

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• Introduce colors pack which can be mixed easily with White

cement & can be used in wall painting.

• There should be a customer care helpline related to the use of

Birla White products.

• More effective relation with distributors and retailers because in

this of product these are main tool of selling the product and

telling the people about the product.

• Professionals/Painters provide more knowledge regarding the

product quality and applying method.

• Packaging of product should be more attractive and

effective to protect from moisture.

• Keep working on quality of their product by latest

technology.

• In white cement segment only two brands are in market. So

organization 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 the

effectiveness 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 and

these 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 exact

representative of the countries customer.

• The researcher’s works are limited by the time and money

constrains.

• The data has been collected though random sampling method

though 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 don’t

have time.

• Some of the people interviewed were not that clear about their

opinion.

• 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

Documents

summer traning report