Brand position of various cement brands

333333333333333333333333333333333333333333333333333333333333333333333333333333335

SUMMER INTERNSHIP REPORT

ON

“Developing Marketing Strategy by Knowing Brand-Position

of BCW/CCW Products for Birla Corporation Limited”

INBirla Corporation Limited

Chanderia, ChittorgarhRajasthan. (India)

SUMMER INTERNSHIP REPORT

ON

“Developing Marketing Strategy by Knowing Brand-Position

of BCW/CCW Products for Birla Corporation Limited”

INBirla Corporation Limited

Chanderia, ChittorgarhRajasthan. (India)

12 May–26 June

2009

By:-VINEET RAJORIAVINEET RAJORIA

July 08-10R.No. - AB029

3

Contents:-

4

SR. NO. PARTICULARS PAGE NO.

1 Acknowledgement 4

2 Executive Summary 5

3 About Cement Industry 7

4 Cement Industry at a Glance April-2009 10

5 Capacity Wise Top 10 Players of Year-2007-08 22

6 Quality Control and Assurance 24

7 Introduction of Birla Corporation Limited 26

History and Company profile 27

Company Logo 28

Corporate Social Responsibility 31

Awards and Achievements 32

Brief Information about Various Division 33

8 Unit Profile (BCW and CCW) 36

Values, Mission, Vision 37

Environment Safety 37

Awards 39

Information about Various Departments 41

Distribution Channel 46

9 Raw Material Require for Cement 48

10 Manufacturing Process of Cement 49

11 Products of BCW and CCW 51

12 Sulphate Resistant Cement (SRC) 54

13 Ordinary Portland Cement (OPC) 55

14 Variety of Cement and their Application 58

15 About Brand-Positioning 60

16 Research-Methodology 63

6

ACKNOWLEDGEMENT

Words are indeed inadequate to convey my deep sense of gratitude to all those who

have helped me in completing my summer project to the best of my ability. Being a part of

this project has certainly been a unique and a very productive experience on my part.

I am really thankful to Mr. D.S. Sharma (G.M. MARKETING) for making all kinds

of arrangements to carry the project successfully and for guiding and helping me to solve all

kinds of quarries regarding the project work. His systematic way of working and in

comparable guidance has inspired the pace of the project to a great extent.

I would also like to thank my mentor and project – coordinator, Mr. Mukesh Dad

(Assistant Manager Marketing TCS) for assigning me a project of such a great learning

experience and acquainting me with real life project financing and appraisal.

This project also would not have been successful without the help of Dr. S. K. Jain

(Dy. G.M. HRD). Last but not least I would like to thank all the employees of Birla

Corporation Ltd. who have directly or indirectly helped me with their moral support for the

completion of my project.

VINEET RAJORIA

NSB School of Business,

New Delhi.

7

EXECUTIVE SUMMARY

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 entitled “KNOWING BRAND POSITIONING OF BIRLA SAMRAT CEMENT IN JAIPUR MARKET.” The term of study was kept limited to make the title true. The focus of the report is to get the crystal clear understanding of the Brand positioning of Birla Samrat Cement in Rajasthan. Particularly in Jaipur owing the status of heart of Rajasthan. With the growing Indian economy and the government policies for infrastructure the demand for cement is increasing and seeing this as an opportunity we are under taking many new projects for expansion of the production which are under implementation for increasing the capacity of the plants. Brand position has been taken into the consideration by two ways – overall study of the whole Birla Market and by Doing Survey of whole cement market of above mentioned city.

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 Jaipur by Taking SIX major Brands Birla Samrat Cement, Ambuja Cement, Ultratech Cement, Binani Cement, J.K. Cement and Shree Cement. Data collected by me only from Dealers and Sub-dealers of these companies. After data collection Research Methodology is done and find out the Brand-Positioning of cement in Jaipur.

In a nut-shell after the completion of my Brief and Vast report on the crucial subject matter of “Knowing the Brand-Position of Birla Corporation Limited”. I in my long lasting view has brought an eternal light towards “Findings, Suggestions and Constraints” regarding the Brand Position of the Birla Corporation which can play a vital role in taking it to the heights of the Success and goodwill to capture a good market share in this Neck-To-Neck Competition Creating hyper tension.

9

INTRODUCTION

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 1980-81to 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 per cent. 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 world’s 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 etc.

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.

10

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 and 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 using materials such as limestone, iron oxides, aluminum, 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.

Major players in Indian cement sector:-

ACC

Lafarge

Gujarat Ambuja Cement

Ultratech Cement

India Cements

Century Cements

Jaypee Group

Madras Cements

Birla Corporation Limited

12

Different types of cement that are produced in India are:

• Ordinary Portland cement (OPC):

OPC, popularly known as grey cement, has 95 per cent clinker and 5 per cent

Gypsum and other materials. It accounts for 70 per cent of the total consumption.

• Portland Pozzolana Cement (PPC):

PPC has 80 per cent clinker, 15 per cent pozzolana and 5 per cent gypsum and

Accounts for 18 per cent of the total cement consumption. It is manufactured

because it uses fly ash/burnt clay/coal waste as the main ingredient.

• White Cement:

White cement is basically OPC - clinker using fuel oil (instead of coal) with iron oxide

content below 0.4 per cent to ensure whiteness. A special cooling technique is used

in its production. It is used to enhance aesthetic value in tiles and flooring. White

cement is much more expensive than grey cement.

• Portland Blast Furnace Slag Cement (PBFSC):

PBFSC consists of 45 per cent clinker, 50 per cent blast furnace slag and 5 per cent

gypsum and accounts for 10 per cent of the total cement consumed. It has a heat of

hydrations even lower than PPC and are generally used in the construction of dams

and similar massive constructions.

• Rapid Hardening Portland cement:

Rapid Hardening Portland Cement is similar to OPC, except that it is ground much

finer, so that on casting, the compressible strength increases rapidly.

• Water Proof Cement:

Water Proof Cement is similar to OPC, with a small portion of calcium stearate or

non- sponifibale oil to impart waterproofing properties.

13

CEMENT INDUSTRY – AT A GLANCE

April 2009

1. Analytical Review

a) Cement Production and Dispatches

During April 09, Cement Production was 16.84 Mn.T, registering a growth of 12.12% as compared to 15.02 Mn.T in April-08. Cement Dispatches were 16.65 Mn.T in April 09, showing a growth of 13.03% as compared to 14.73 Mn.T in April 08.

b) Cement/Clinker Export

During April 09, Cement Export was 0.30 Mn.T a growth of 57.89% as compared to 0.19 Mn. T. in April 08. Clinker Export also witnessed a growth of 69.23% (from 0.13 Mn. T in Apr 08 to 0.22 Mn.T in Apr 09).

2. Capacity at the beginning of the year 2008-2009 was 197.79 Mn.T.

LIST OF CEMENT PLANT IN INDIA

Sr.No. Region/State Location Capacity (Mn.T.)

NORTHERN REGION 48.44

UTTARAKHAND 1

1 Ambuja Cmts Ltd. (G) Roorkee 1

HARYANA 2.47

2 CCI Ltd. Charkhi-Dadri 0.17

3 Jaypee – Panipat (G) Panipat 1

4 Grasim – Panipat (G) Panipat 1.3

PUNJAB 4.75

5 Ambuja Cmts Ltd.(G) Ropar 2.5

6 Ambuja Cmts Ltd.(G) Bhatinda 0.5

7 Grasim Cement (G) Bhatinda 1.75

14

RAJASTHAN 33.22

8 ACC Ltd. Lakheri 1.5

9 Birla Cement Chittorgarh 0.72

10 Chanderia Cement Chittorgarh 1.28

11 Mangalam Cement Morak 1

12 Neer Shree Cement Morak 1

13 Aditya Cement Shambhupura 1.8

14 J.K.Cement Nimbahera 3.3

15 J.K.Cement Mangrol 0.75

16 J.K.Cement Gotan 0.47

17 Lakshmi Cement Sirohi Road 3.4

18 L.K. Udaipur Udyog Udaipur 0.9

19 Ambuja Cmt.-Rabriyawas Pali 1.8

20 Shree Cement Beawar 9.1

21 Binani Cmt-Sirohi Sirohi 4.6

22 Binani Cmt-Sikar Neem Ka Thana 1.4

23 Shriram Cement Kota 0.2

HIMACHAL PRADESH 6.2

24 ACC Ltd. Gagal 4.4

25 CCI Ltd. Rajban 0.2

26 Ambuja Cmts Ltd. Dariaghat 1.6

DELHI 0.5

27 CCI Ltd.(G) Tughalakabad 0.5

15

JAMMU and KASHMIR 0.2

28 J and K Cement Khrew 0.2

EASTHERN REGION 29.89

ASSAM 0.20

29 CCI Ltd. Bokajan 0.20

MEGHALAYA 1.55

30 Mawmluh Cherra Cherrapunji 0.20

31 Meghalaya Cement Ltd. Lumshnong 0.30

32 Cement Manu. Co. Ltd Lumshnong 0.59

33 Megha T and E (P)Ltd G Lumshnong 0.46

BIHAR 1.00

34 Kalyanpur Cement Banjari 1.00

JHARKHAND 5.14

35 ACC Ltd. Chaibasa 0.87

36 ACC Ltd. (G) Sindri 0.91

37 Lafarge (G) Singhbhum 3.00

38 Lemos Cement Khalari 0.11

39 Sone Valley Japla 0.25

ORISSA 4.66

40 UltraTech Cement Ltd.- JCW (G) Jharsuguda 1.00

16

41 OCL India-Rajgangpur Rajgangpur 1.80

42 OCL India-Kapilas G Kapilas 0.90

43 Bargarh Cement Works Bargarh 0.96

WEST BENGAL 5.33

44 Damodhar Cmt Works G) Purulia 0.53

45 Bir1a Corp. Ltd.-Durgapur (G) Durgapur 0.60

46 Bir1a Corp. Ltd.-Durgapur Hitech (G) Durgapur 1.00

47 Ambuja Cmts Ltd.(G) Sankrail 1.00

48 Ambuja Cmts Ltd.(G) Farakka 1.00

49 UltraTech Cement Ltd.-WBCW (G) Durgapur 1.20

CHHATIISGARH 12.01

50 ACC Ltd. Jamul 1.58

51 Century Cement Tilda 2.10

52 Grasim Cement Raipur 2.50

53 CCI Ltd. Akaltara 0.40

54 CCI Ltd. Mandhar 0.38

55 Lafarge-Arasmeta Bilaspur 1.60

56 UltraTech Cement Ltd.HCW Hirml 1.90

57 Ambuja Cmt - Bhalapara Bhalapara 1.00

58 Lafarge Sonadih 0.55

18

SOUTHERN REGION 69.03

ANDHRA PRADESH 32.61

59 Kesoram Cement Ramagundam 1.50

60 Orient Cement Devapur 2.40

61 Zuari Cement Krishna Nagar 2.20

62 CCl ltd. Adilabad 0.40

63 CCl ltd. Tender 1.00

64 Andhra Cement (G) Vishakhapatnam 0.62

65 Andhra Cement Nadikude 0.80

66 India Cements Chilamkur 1.45

67 India Cements- Visaka Tandur 1.12

68 India Cements Yerraguntla 0.52

69 Raasi Cement Wadapally 2.30

70 Sri Vishnu Cement Sitapuram 1.20

71 Madras Cements Jaggayyapet 2.00

72 UllraTech Cement ltd. -APCW Tadipalri 2.00

73 Kistna Kistna 0.21

74 KCP ltd. Machena 0.66

75 Panyam Cements Bugganipalle 0.53

76 Rain Comdl. Unit- I Ramapuram 1.40

77 Rain Comdl. Unit - II line 1 and 2 Rachena 2.60

78 Penna Cement Tadipalri 1.50

79 Penna Cement Boyareddypalli 2.00

80 Penna Cement Ganeshpahad 1.00

81 My Home Indus. Ltd. Mellacheruvu Mandai 3.20

19

TAMILNADU 20.43

82 ACC ltd. Madukkarai 0.96

83 Grasim South Reddipalayam 1.40

84 India Cements Tulaiyuth 1.80

85 India Cements Sankaridurg 0.60

86 India Cements Trichy 1.85

87 India Cements (G) Vallur 1.10

88 Tamil Nadu Cements Alangulam 0.40

89 Tamil Nadu Cements Ariyalur 0.50

90 Madras Cements R.S. Raja Nagar 1.80

91 Madras Cements Alalhiyur 3.12

92 Chellinad Cement Karur 0.60

93 Chellinad Cement Karikalli 1.20

94 Dalmia Cements Dalmiapuram 4.00

95 UllraTech Cement ltd.-ARCW (G) Arakonam 1.10

KARNATAKA 15.37

96 ACC ltd. Wadi 2.59

97 ACC ltd.-New Wadi 2.60

98 Vasavadalta Cement Sedam 4.10

99 Rajashree Cement Malkhed 3.20

100 Mysore Cements Ammasandra 0.57

101 CCI Ltd. Kurkunla 0.20

102 HMP Cements ltd. Shahabad 0.48

103 Bagalkot Udyog ltd. Bagalkot 0.33

104 Ultra Tech -Ginigera(G) Ginigera 1.30

20

KERALA 0.62105 Malabar Cements Palghat 0.42

106 Malabar Cements (G) Alappuzha 0.20

WESTERN REGION 32.39

GUJRAT 19.29

107 Sikka Sikka 1.08

108 Saurastra Cement Ranavav 1.16

109 Gujrat Sidhee Cement Veraval 1.2

110 HMP Cements Ltd Porbandar 0.2

111 Ultra Tech Cement Ltd Pipavav 5.8

112 Narmada Cement Jafrabad 0.5

113 Narmada Cement (G) Magdalla 0.7

114 Ambuja Cement Kodinar 1.5

115 Guj. Ambuja Cement Kodinar 3

116 Sanghi Indus Ltd Abdasa 2.6

117 Ambuja Cmt-Magdalla G Magdalla 1

118 Lakshmi Cmt-Kalol (G) Kalol 0.55

21

MAHARASTRA 13.1

119 ACC Ltd Chanda 1

120 Manikgarh Cement Manikgarh 1.9

121 Rajashree Cement (G) Hotgi 1.8

122 Ultra Tech Cement Ltd-ACW Chandrapur 3.6

123 Narmada Cement (G) Ratnagiri 0.4

124 Indo Rama Cement(G) Raigad 1

125 Orient Cement (G) Jalgoan 1

126 Maratha Cement Chandrapur 2.4

CENTRAL REGION 28.16

UTTAR PRADESH 8.27

127 ACC Ltd (G) Tikaria 2.31

128 Birla Cement(G) Raibareli 0.63

129 Diamond Cement(G) Jhansi 0.5

130 U.P State Cement Dalla 0.43

22

131 U.P State Cement(G) Chunar 1.5

132 Jaypee Cement(B) Sadva Khurd 0.6

133 Jaypee Ayodhya(G) Tanda 1

134 Grasim-Dadri(G) Dadri 1.3

MADHYA PRADESH 19.89

135 ACC Ltd. Kymore 2.2

136 Birla Vikas Satna 0.8

137 Satna Cement Satna 0.75

138 Maihar Cement Maihar 3.8

139 Vikram Cement Jawad Road 3

140 Diamond Cement Damoh 1.03

141 CCI Ltd Neemuch 0.4

142 Jaypee Cement Rewa 3

143 Jaypee Cement Bela 2.4

144 Prism Cement Satna 2.51

23

Capacity Additions – 2008-2009:Mn. T.

Name of the Plant StateMonth of

Commissioning

CapacityExisting

Capacity Added / Derated

Total

(a) New

OCL India -Kapilas (G) Orissa May 08 - 0.90 0.90

Rain Comdt. Unit-II Line 2 A.P. Jun 08 - 2.00 2.00

India Cements-Vallur (G) T.N. Aug. 08 - 1.10 1.10

UltraTech-Ginigera (G) KAR Sep 08 - 1.30 1.30

Lakshmi Cmt-Kalol (G) GUJ Feb 09 - 0.55 0.55

Aditya Cement – II RAJ Mar 09 - 1.60 1.60

UltraTech - APCW II A.P. Mar 09 - 2.40 2.40

Dalmia – Kadapa A.P. Mar 09 - 2.50 2.50

Madras Cmts-Ariyalur T.N. Mar 09 - 2.00 2.00

Chettinad-Ariyalur T.N. Mar 09 - 2.00 2.00

Total – (a) 16.35

(b) Expansion

Madras Cements - R.S. Raja Nagar

TN Apr. 08 1.20 0.60 1.80

Vasvadatta Cement KAR Apr. 08 3.65 0.45 4.10

Rain Comdt. Unit-1 A.P. Jun 08 1.00 0.40 1.40

Rain Comdt. Unit-II Line 1 A.P. Jun 08 0.50 0.10 0.60

My Home Indus. Ltd. A.P. Jun 08 2.76 0.44 3.20

Mangalam Cement RAJ Sep 08 0.50 0.50 1.00

J.K. Gotan RAJ Sep 08 0.10 0.37 0.47

Kesoram Cement A.P. Nov 08 1.20 0.30 1.50

Dalmia – Dalmiapuram T.N. Dec 08 3.50 0.50 4.00

Total – (b) 3.66

Total – (a+b) 20.01

24

Variety wise Cement Production – 2008-2009 (Apr - Mar) in%

Region OPC PPC PBFS Others Total

North 23 77 - Neg. 100

East 5 54 40 1 100

South 31 62 7 Neg. 100

West 43 55 2 Neg. 100

Centre 13 86 - 1 100

All India 25 67 8 Neg. 100

25

% Growth in Cement Production – (2009-2010/2008-2009) (Apr)

State%age

CHANGEState

%age

CHANGE

Northern Region Western Region

Haryana 212 Gujarat 26

Punjab 32 Maharashtra -9

Rajasthan 12

Himachal Pradesh 1

Northern Region 15 Western Region 9

Eastern Region Central Region

Meghalaya 11 Uttar Pradesh 34

Jharkhand 13 Madhya Pradesh 3

Orissa 10

West Bengal 26

Chhattisgarh 2

Eastern Region 8 Central Region 10

Southern Region

Andhra Pradesh 11

Tamil Nadu 23

Karnataka 9

Southern Region 14

All India 12

26

% Growth in Cement Consumption–(2008-09/2007-08)

(Apr-Mar)

State%age

ChangeState

%age

Change

Northern Region Southern Region

Uttarakhand -4 Andhra Pradesh 22

Haryana 4 Tamil Nadu 10

Punjab -5 Karnataka -2

Rajasthan 6 Kerala 11

Himachal Pradesh 2

Delhi 35

Northern Region 5 Southern Region 10

Eastern Region Western Region

Bihar 12 Gujarat 4

Jharkhand 16 Maharashtra 6

Orissa 16

West Bengal 5

Chhattisgarh 9

Eastern Region 11 Western Region 5

Central Region

Uttar Pradesh 10

Madhya Pradesh 12

Central Region 10

All India 8

Note: Figures only for major cement consuming states are given.

27

CAPACITY WISE TOP TEN PLAYERS FOR YEAR 2007-2008

(Figures in Mn.T.)

COMAPNY CAPACITY

HOLCIM / ACC / AMBUJA 38.21

GRASIM / ULTRA TECH CEMENT 36.25

JAYPEE GROUP 9.93

THE INDIAN CEMENTS LTD. 9.64

SHREE CEMENT 9.10

CENTURY TEXTILES and INDUSTRIES LTD.

7.80

BIRLA CORPORATION LTD. 5.78

MADRAS CEMENTS LTD. 5.47

LAFARGE INDIA PRIVATE LTD. 5.15

J.K. CEMENT 4.30

28

Detail of Cement Plants

Rajasthan(Northern Region)

All India Ranking - 1 (Cement Production)

Sl. No. Name of Cement Company LocationAnnual Installed

Capacity(Million Tones)

1 ACC Ltd. Lakheri 1.50

2 Birla Corp. Ltd. - Birla Cement Works

Chittorgarh 0.72

3 Birla Corp. Ltd. - Chanderia Cement Works

Chittorgarh 1.28

4 Mangalam Cement Morak 0.50

5 Neer Shree Cement Morak 1.00

6 Grasim Industries Ltd.-Aditya Cement

Shambhupura 1.80

7 J.K. Cements Ltd. Nimbahera 3.30

8 J.K. Cements Ltd. Mangrol 0.75

9 J.K. Cements Ltd. Gotan 0.10

10 Lakshmi Cement Sirohi Road 3.40

11 J.K. Udaipur Udyog Ltd. Udaipur 0.90

12 Ambuja Cements Ltd.-Rabriyawas

Pali 1.80

13 Shree Cement Ltd. Beawar 9.10

14 Binani Cement Sirohi 4.60

15 Binani Cement (G) Neem Ka Thana 1.40

16 Shriram Cement Works Kota 0.20

Total32.35

29

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 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.

30

Indian Standard Specifications

Portland Cements – 43 Grade and 53 Grade IS:8112 and IS:12269

Portland Pozzolana Cement (PPC) IS:1489

Portland Blast Furnace Slag Cement (PBFS) IS:455

High Alumina Cement for Structural Use IS:6452

Rapid Hardening Portland Cement

High Strength Ordinary Oil Well Cement IS:8229

Sulphate Resistant Portland Cement IS:12330

Low Heat Portland Cement IS:12600

White Portland Cement IS:8042

Hydrophobic Cement and Masonry Cement IS:8043 and IS:3466

Super Sulphate Cement IS:6909

Foreign specifications to which cement can be supplied BS-12 ASTM-150, 595. ISO-9002 Importers’ Specifications

Railway Concrete SleepersIRST-40

32

INTRODUCTION OF BIRLA CORPORATION LIMITED

History of the company:

The company was founded by Late Shri G.D.Birla and was incorporated on 25 th

August 1919, in the name and style of The Birla Jute Manufacturing Company Limited. A

man of vision and enterprise, he set up the first Indian –Owned Jute Mill near Kolkata which

marked not only the birth of the company but also the beginning of the Birla Industrial Group

in India. The company grew steadily under his guidance in the earlier years. Thereafter Shri

M.P.Birla took over the reins of the company and he helped transform it from a jute mill to a

leading multi-product, multi-location corporate with widespread activities.

Today, the product range includes cement, jute goods, vinoleum floor covering, auto

trims and steel castings. After the demise of Shri M.P.Birla in 1990, Smt.Priyamvada Birla

took over as the Chairman of the company and under her Chairmanship; company crossed the

Rs.1, 000 cores plus turnover mark. After the demise of Smt.Priyamvada Birla on 3 rd July

2004, Shri R.S. Lodha took over as the chairman of the company and under his

Chairmanship, company has attained new heights. The name of the company was changed to

Birla Corporation Limited with effect from 27th October, 1988 to establish the size, image and

conglomerate character of the company.

Credit Rating of the Company:

Credit Analysis and Research Limited ( CARE ) has assigned “CARE AA” rating for

the company long and medium term facilities of more than one year tenure and PR 1 + ( PR

one plus) rating for short term bank facilities, aggregating Rs.500 crores. Further, the rating

Committee of CARE has re-affirmed PR 1 + rating and CARE AA rating for short term debt

and the proposed long term borrowing program of the company.

34

Company Profile:

Birla Corporation Limited is a multi- product conglomerate.

It plays significant roles in the Cement, Jute, PVC floor Covering, Auto Trim and Steel casting industries.

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

MANAGEMENT

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

Chairman ED and 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

Shri Harsh V. Lodha Shri B.B. Tandon

Shri Pracheta Majumdar Shri D.N.Ghosh

35

Logo of Birla Corporation Limited

The corporate symbol of concentric circles around a triangle represents this very multi-dimensional nature. The apex of the triangle is a visual representation of the force that drives the entire corporation – the unifying force in search of excellence. The various sub-business units are diverse in interest and operation. But they are held together by this centripetal drive. The circles represent the inspiration to explore new frontiers of growth.

36

MISSION and VISION

Mission:

To achieve international standards of excellence in all aspect of division and

diversified business with focus on customer delight through value of product,

Services, cost and reduction.

To maximize creation for wealth and satisfaction for the stakeholder.

To foster a culture of participation and innovation of employee growth and

contribution.

To cultivate high standards of business ethics and total Quality Management.

To provide technology and service through sustained research and development.

To attain leadership in developing, adopting and assimilating state-of-art technology

for competitive advantage.

Offered full opportunities and challenges to develop individually enabling career

growth.

Encouraged to acquire knowledge to meet the challenges of new technologies and

business needs in the changing scenario.

Educated and guided to inculcate and practice right values as are nurtured by the

organization.

Vision:

A major diversified, transnational, integrated company with leadership and a strong

environment conscience playing a national role in cement, Jute, Auto trim, Venolium

and public distribution.

37

OBJECTIVES and OBLIGATIONS

Objectives:

To serve the national interests in the Product and related sectors in accordance and

consistent with Government policies.

To earn a reasonable ate of on interest.

To maximize utilization of the existing facilities in order to improve efficiency and

increase productivity.

To work towards the achievement of self-sufficiency in the field of cement market by

setting up adequate capacity and to build up expertise in lying of crude.

To further enhance distribution network for providing assured service to customers

throughout the country through expansion of reseller network as per Marketing Plan/

Government approval.

Obligations:

Towards Customers and Dealers: To provide prompt, courteous and efficient service

and quality products at fair and reasonable prices.

Towards Suppliers: To ensure prompt dealings with integrity, impartiality and

courtesy and promote ancillary industries.

Towards Employees: Develop their capability and advancement through appropriate

training and carrier planning.

Towards Community: To develop techno-economically viable and environment

friendly products for the benefit of the people.

38

Corporate Social Responsibilities:-

Educational Activities:-

South Point School, Kolkata, West Bengal

M.P. Birla Foundation Higher Secondary School, Kolkata, West Bengal

M.P. Birla Shiksha Bhawan, Allahabad, Uttar Pradesh

M.P. Birla Industrial Training Institute, Rewa, Madhya Pradesh

Birlapur Vidyalaya, West Bengal

Birla Vikas Vidyalaya, Satna, Madhya Pradesh

School at Chittorgarh, Rajasthan

Sarada Kanya Vidyapith, Barrackpore, West Bengal

M.P. Birla Foundation Veda Sanskrit Pathshala, Bangalore, Karnataka

Medical Activities:-

Bombay Hospital, Mumbai, Maharashtra

Belle Vue Clinic, Kolkata, West Bengal

M.P. Birla Medical Research Centre at Birlapur, West Bengal and Satna,

Madhya Pradesh

Birla Vikas Hospital, Satna, Madhya Pradesh

Birlapur Hospital, Birlapur, West Bengal

Dispensary at Allahabad, Uttar Pradesh

Hindustan Medical Institution at Barrackpore, West Bengal

Other Philanthropic Activities:-

M.P. Birla Planetarium, Kolkata, West Bengal

Express Dairy, Behala, Kolkata, West Bengal

Joka Agricultural and Horticultural Society, Joka, West Bengal

39

SOCIAL SERVICES:-

Water Facilities in Satna and Chanderia.

Roads in Chanderia.

Cleanness Campaign with Zilla Parishad in Chanderia.

AWARDS and ACHIEVEMENTS:- to do more...

CAPEXIL “Special Export Award” every year, since 1990

ISO 9002 certification for Satna Cement Works, Birla Vikas Cement and Durgapur Cement Works.

ISO 9001-2000(QMS) certification for Birla Cement Works, Chanderia Cement

Works from BVQL, UK.

IS/ISO 14001 certification in 1999-2000 for Satna Cement Works and Birla Vikas Cement in 2002-2003 for Birla Cement Works and Chanderia Cement Works for environment management systems and “Best in Energy Performance” in 1986-87.

"Best in Energy Performance" for Satna Cement Works in 1993-94, 1994-95,

1995-96 and 1997-98.

"Best improvement in Thermal Energy Performance" recognition from NCB for Birla Cement Works in 1992-93 and Chanderia Cement Works in 1993-94.

"Bhama Shah Samman" from the Rajasthan Government for Educational Activities.

"Excellence in Improving Machinery Health Condition" in 1997.

Ministry of Labour, Government of India, for Birla Cement Works and Chanderia Cement Works in 1998-99 and again in 2001-02.

"Lal Bahadur Shastri Memorial National Award" for Excellent Pollution Control

40

CEMENT DIVISION:

Cement is the primary product of the company and accounts for around 90% of the

turnover of the company. The company has seven cement plants at four locations, namely,

Satna Cement Works (SCW) and Birla Vikas Cement (BVC) at Satna (Madhya Pradesh),

Chanderia Cement Works (CCW) and Birla Cement Works. ( BCW) at Chanderia ( Rajasthan

), Durgapur Cement Works( DCW ) and Durga Hitech Cement ( DHC ) at Durgapur ( West

Bengal ) and Cement Grinding Unit at Raibareli (Uttar Pradesh). The present installed

capacity of cement is 58.80 lac metric tones per annum.

LOCATION OF PLANTS IN INDIA

STATE TOWN UNITS

Madhya Pradesh Satna Satna Cement WorksBirla Vikas Cement

Rajasthan Chanderia Birla Cement WorksChanderia Cement Works

West Bengal Durgapur Durgapur Cement WorksDurga Hitech Cement

Uttar Pradesh Raibareli Raibareli Grinding unit

CAPACITY: 5.78 Mill. Ts.

http://www.birlacorporation.com/raebareli.html

http://www.birlacorporation.com/durgapur/profile.html

http://www.birlacorporation.com/chittorgarh/bcw.htm

http://www.birlacorporation.com/satna/satna.html

41

The Product and Brand names are as follows:-

Units Products Brand Name

Birla Cement Works

Chanderia Cement Works

OPC - 43G, 55G, PPC

PPC

Birla Cement Chetak

Birla Cement Samrat

Satna Cement Works

Birla Vikas CementPPC and OPC (43 Gr.)

Birla Cement Samrat

Birla Cement Khajuraho

Raibareli Grinding Unit Portland Pozzolana Cement (PPC)

Birla Cement Samrat

Durgapur Cement Works Portland Slag Cement (PSC)

Birla Cement

Birla Premium Cement

Durga Hitech Cement Portland Pozzolana Cement (PPC)

Birla Cement Samrat

Special Cements

Sulphate Resistant Cement

Low-alkali Cement

Railway Sleeper Grade Cement IRS T-40 Low Heat Cement

42

JUTE DIVISION

The company’s jute division has two jute units, one at Birlapur, Budge and the other at Narkeldanga, Kolkata. The combined installed capacity of jute unit is 14,000 spindles in the fine side and 2,160 spindles in the coarse side. The company has a wide market for its products both in local and international market. Almost 45% of its products are exported to various European countries, USA, Japan and Middle East. Value added product such Lino Hessian, carpet backing, specialty fabrics, matting, continues to be in high demand. For hydrocarbon free bags, the foreign market popularly refers the company’s bags as “Birla Safe Bags “. The products are highly rated in the industry by way of quality and are classified as premium quality.

AUTO TRIM DIVISION

Auto Trim Division was established in the year 1995. The production for the year was 139173 pcs. as compared to 233379 pcs. in the previous year. The unit are located at Birlapur (West Bengal), Gurgaon (Haryana), and Chakan near Pune (Maharashtra). The division has also obtained One-Step Technology from Italy Utilizing energy efficient recyclable polypropylene wood material. The major customers are Maruti Udyog Ltd., Hindustan Motors and Mahindra and Mahindra Ltd.

VINOLEUM DIVISION

The Vinoleum division was established in the year 1989. The production for the year was 5.08 lac sq. mts.as compared to 5.26 lac sq. mtrs. in the previous year. The products are marked under the brand name “ Birla Vinoleum “ and PVC floor covering for institutional application is marked in the brand name of “ Super Corporate “.

STEEL CASTING

The company also has a facility for manufacture of steel castings at Satna with an installed capacity of 3,750 tons of iron and steel castings. The production for the year was 1235 tones as compared to 1301 tons in the previous year.

Subsidiary Company:

: Birla Jute Supply Company Limited: Talavadi Cements Limited: Lok Cements Limited : Budge Budge Floor Covering Limited

(Earlier DLW Limited)

43

BIRLA CEMENT WORKS

Chanderia, Chittorgarh (Rajasthan)

(Unit of M/s. BIRLA CORPORATION LIMITED)

“MAJBUT HAR PAL”

Unit Profile:

BIRLA CEMENT WORKS (BCW) is a unit of Birla Corporation Limited (A Part of

MP Birla Group), which is a major producer of cement in India, particularly in the States of

Rajasthan, MP, and UP and WB. It is a part of Rs. 5000 crores Birla Corporation Limited

(BCL), which manufactures Jute products, Synthetic Yarn, Linoleum, Carbide, Steel

Castings, Auto Trims etc. in addition of cement having registered office at Kolkata. BCL is

having six manufacturing units – two in the State of Rajasthan located at Chanderia, two in

Madhya Pradesh located at Satna, one in Uttar Pradesh located at Raibareli and one in West

Bengal located at Durgapur. BCW is producing different types of cement like 43 grade OPC

and PPC, which represents the best quality, easy workability, high strength and durability

along with operational stability and economy.

Birla Cement Works has a well established market in Rajasthan, Gujarat, Haryana,

and Punjab, Delhi and U.P. Its cement brand – SAMRAT (Portland Pozzolana Cement)

was launched in 1997 and is widely accepted by both urban and rural customers.

44

The company is awarded with ISO 9001-2000 and ISO 14001 certificates. In the year

2005, the company has also been awarded with NABL certification.

In the changed scenario of globalization, Birla Corporation Limited has been able to

maintain its position in the market because of better customer care and energy optimization.

An Energy Cell has been working under the guidance of the Management.

BCW and CCW’S Core Values, Vision, Mission:

Core Values:

A) Business entity and Ethics. B) Transparency and Openness.

C) Sense of Ownership. D) 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 derives joy in working.

ENVIRONMENT and SAFETY

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 and 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

programs are being conducted.

45

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 program.

To prevent accident, we have included the safety program like investigation and 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 program.

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.

FACILITIES PROVIDES BY BCW and CCW:

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

and workers. It gives the soothing environment to the workers and motivates to do better and

more work for company.

These facilities are under.

Recreation Center Clubhouse Residential Colony Vividha School and Canteen Transportation Facility Vocational Training Play grounds and sports fields Tree plantation in Gardens Postage, Cooking Gas, Telephone facility for workers.

46

AWARDS:

Plant has been awarded with number of awards, details are given below:-

Sr.No. Name of Award Awarding Institute

1. ISO 9001 : 2000 Certification BVQI, UK in 2002 to BCW and CCW

2. IS / ISO : 14001 Certification BIS, New Delhi in 2002 to BCW and CCW

3. Best Productivity Award NPC to CCW in 1989-90 and again in 1993-94

4.Best improvement in Thermal

Energy Performance NCB to BCW in 1992-93

5.Best improvement in Energy

Performance NCB to BCW in 1992-93

6.Bhama Shah Award for

Educational Activities Government of Rajasthan to BCW in 1996-97

7.

Excellent award for

Maintaining Health Condition

of Machinery

IIT, Chennai and Vibration Engineers Consultants (P)

Ltd. to BCW and CCW in 1996-97

8. Merit Award

VEC (P) Ltd., Chennai for sustained implementation of

condition monitoring and continued machine health

improvement in 2001.

9. Workers Education Trophy

Central Board for Workers Education, Udaipur,

Ministry of Labor, Government of India to BCW and

CCW in 1998-99 and again in 2001-02

10. Best Supporting Core Plant Regional Training Centre (North), Nimbahera in 1998-

99, 2000-01 and 2001-02.

11.

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) and 2002(3).

12.Best Income Tax Payee (TDS)

Award

Income Tax Department, Udaipur range to BCW in

1996-97

Department and Heads of Department

47

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 Pareek

Personal and Welfare Mr. N.K. Singhee

Security Mr. Lt. Col. Jai R a j

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

Engineering Mr. K.R. Karwa

Electrical Mr. S.Thattey

Sales and Marketing Mr. D.S. Sharma

Sales Accounts Mr. K.B. Jagetiya

Logistics Mr. N.K. Tripathi

48

BRIEF INFORMATION OF VARIOUS DEPARTMENTS

Department: Human Resource Development

HOD: Dr. S. K. Jain

The main responsibilities of human resource development department 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 At works Deputation to outside Institution/organization RTC. Nimbahera

3. Suggestion Scheme4. Exemplary Award Scheme5. Publication of “Apani Baat”6. Publication of “Hello”7. Communication through clipping8. Organize Friday forum9. Induction of newly recruited 10. Birthday of newly employees11. Vocational training for BE/MBA/MCA students12. Organizational development exercise/ conduct survey13. Library/ Procurement of books/journals etc.14. TPM and quality circle.15. Implementation of ISO 9001:2000QMS16. Implementation of IS/ISO 14001EMS17. Counseling of employees18. CSR19. PMS20. Organize/ Co- ordinate industrial visit for students21. IMC- RBNQ awards and other awards22. “5 S” activities

49

Name of Department: Sales and Marketing

HOD: Shri N. Nagori

Sales and Marketing department is very crucial for an organization. Sales and 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.

BCW and CCW are selling cement in seven states of our country through several depots which are mentioned on next page

Rajasthan Zone I * Alwar, Bikaner, Jaipur and Jhunjhunu

Rajasthan Zone II * Chittorgarh, Kota and Udaipur

Haryana Gurgoan, Hisar, Kaithal, Narnaul, Rewari and Sirsa

Punjab Amritsar, Jallandhar. Kotkapur, Ludhiana and Pabhat

UP Agra, Aligarh, Noida and Ghaziabad

Gujarat Ahmadabad, Himmatnagar and Vadodara

MP Indore, Neemuch, Ratlam and Ujjain

* Rajasthan is divided in two zones.

50

Name of Department: Logistics / Rail Dispatch

HOD: Shri N.K. Tripathi / 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 and Rail.

Firstly logistics department will check that which mode is cheaper and suitable for any particular location. After that they arrange that mode for dispatching the cement.

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 kms. 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 kms 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.

Name of Department: Sales Accounts

HOD: Shri K.B. Jagetiya

Sales accounts department is responsible for maintaining accounts of all the depots. They maintain account of depot in form of fixed expenses like electricity bill, telephones bill, conveyance, etc.

All depot incharge or account person of depot sending accounts of particular depot to plant (head office) which includes all expenses and receipts of their depot. Than after head office is checking all the account record of each and every depot and clubbing together than prepare one statement which shows account record of all depots than send to account department.

Particular person is involved in particular job of accounts like daily collection checking, daily expenses checking, issue of debit and credit note etc.

51

Name of Department: Technical Customer Service

HOD: 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 functions 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.

Name of the Department: Mines

HOD: M.K. Rao

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 85% of limestone used in factory is supplied from mines and rests are purchased from open market.

52

Name of Department: Production

HOD: Shri Arvind Jha

The lime stone is crushed between size of 25 mm to 16 mm through primary and secondary crusher in mines. The crushed lime stone comes through over conveyer belt from Mines to CCW stock pile. There reclaimed machine is used to make homogenous mixture of limestone. This mixture is feed in to tertiary crusher to make small pieces of 15 mm. Now this mixture of limestone, red ockar and lateride is feed in raw mill.( Raw ockar is rich in Al, while lateride is rich in Fe.) The limestone is 95%. While lateride and 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 in to kiln (71 mt.) to burn them it at a temperature of 14000 C. At this temperature mixture is converted into clinker.

From yard clinker, gypsum and 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.

53

DISTRIBUTION CHANNEL

Definition of Cement:

In General is a generic name for powered material which initially has plastic flow when mixed with water but from solid structure on several hours with varying degree of strength and bonding properties which continue to improve with age.

History of Cement:

Joseph aspedene discovered cement in 1824. Materials used were- lime, Brick, Bed, Volcanic, lava, water and ash. 1897 wet process KILN came in existence DRY-PROCESS.

CompanyCompany

Various Govt. ContractsVarious Govt. Contracts

RetailerRetailer

Direct Selling To

Direct Selling To

StockiestStockiest

54

RAW MATERIAL FOR CEMENT

Limestone: - Limestone is the main raw material for manufacture of cement. For manufacturing one tone of cement, a quantity of 1.5 tone of limestone is required. India is endowed with large deposits of limestone. The estimated total reserves of cement-grade limestone are 95 billion tones. There is a concentration of about 73 per cent of the total reserves in five States, namely Andhra Pradesh, Karnataka, Gujarat, Rajasthan and Madhya Pradesh. Not surprisingly these 5 states account for more than 55% cement production in the whole country. There are other industries such as Iron and Steel, Fertilizers and Chemicals, which also use limestone as raw material, but the cement industry is the largest consumer accounting for about 75-80% of total limestone production.

Gypsum: - Gypsum is another raw materials used mainly as a retarding agent along with clinker during the manufacture of cement. It is used during the grinding stage of clinker. Consumption of gypsum varies from 2 to 6 per cent in different plants depending upon the quality of clinker. At the present level of production, the annual requirement of gypsum is estimated at about 5.0 million tones. India has good reserves of natural gypsum, which are mainly concentrated in three States, namely, Rajasthan, Gujarat and Tamil Nadu.

Coal: - Coal is an important input in the manufacture of cement both as a fuel and as a feed-stock. As a fuel its heal value provides thermal energy for the operation of cement kiln and as a feedstock its mineral content (silica) acts as a constituent in clinker. For every tone of clinker, around 200-220 kg of coal is consumed, which accounts for 15-20% of total cement production cost. Cement accounts for around 4.5% of India’s coal demand. But in recent years due to deteriorating quality of Indian coal with increasing prices, cement industry has started importing coal and using alternative fuel such as lignite or pet coke.

Power: - Cement companies use power mainly for three purposes, which are raw meal grinding, Kiln rotation and clinker grinding. Each stage roughly accounts for one third of the total power Consumption. Cement industry requires an average of 110-120 units of power per tones of cement produced which accounts for 15-20% of the variable cost of cement manufacturing. Due to increasing power costs and power cuts, many plants have started to setup their own captive thermal power plants which serve them dual purpose of reduce power cost with uninterrupted supply of power.

Granulated Blast Furnace Slag (GBFS):- The other raw materials that are also used in the manufacture of cement are blast furnace slag (a waste product obtained from iron-smelting furnaces) and fly ash (leftover ash from a thermal power station). Limestone contains about 52% of lime and about 80% of this lime is lost during ignition of the raw materials. Similarly, Clay contributes about 57% silica of which about 25% is lost during ignition. GBFS is obtained by granulation of slag obtained as a by-product during the manufacture of steel. It is a complex calcium aluminum silicate and has latent hydraulic properties. That is why it is used in the manufacture of Portland blast furnace slag cement.

55

Manufacturing Process of Cement:

PROCESS FLOW-DIAGRAM:

-

Limestone Transportation

MINING Crushing Limestone Stock Pile

Raw GrindingPyro ProcessingCement GrindingCement Storage

Cement Packing Fuel Grinding

56

Manufacturing Process:

Mining - Limestone is extracted from own mines, which are situated approx. 4 km. away from plant. The mining of limestone is done in such a way so as to get 78% to 82% pure limestone.

Crushing - The extracted limestone is then transported to Jai crusher by dumpers. The limestone is crushed into small pieces of approx. 16 to 25 mm. sizes.

Grinding - The crushed limestone along with latrine is feed into the Raw Mill for grinding. The ground material is called Raw Meal. It is than sent to the CF Silo.

Blending - In the Silo the Raw Material is blended to make the mixture uniform. From here the material is sent to the pre heaters.

Burning - In pre heaters, the mixture is heated at various temperatures at various stages. This preheated material is now fed into the kiln where it is heated at the temperature of 1400-1500 degree where calcinations take place. Coal is used in the kiln to maintain the temperature and finally clinker emerges out of it. This clinker is transported through a conveyor into a storage Silo from where it taken out through vibratory feeders and fed into the open circuit cement grinding mill hoppers.

Grinding - The grinding of clinker with gypsum is done in cement mill. It is basically have where the grade of cement is controlled gypsum is added to increase the setting time of the cement. Then cement is than stored for some time.

Storage and packing - The cement is than conveyed to different cement storage silos according to their grades and from silos it is packed in pp bags by using electronic packaging machines.

57

Method of Cement Storage

1. All windows and doors are closed and weather and Moisture must not affect to the cement.

2. Distance of stacking bags should be 1 feet from wall and 2 feet from ceiling.

3. In one stacking put only max. 15 cement bags.

4. Use of cement bags FIFO system.

5. Put the cement bags on wooden-plates and than cover by the plastics-sheets.

Storage of Cement

Storage Time Compressive Strength

Fresh 100%

3 Month 80%

6 Month 72%

12 Month 60%

24 Month 46%

58

Portland Pozzolona Cement: -

It is known as strongest cement for strong and durable structures. In Durgapur Hi-tech plant at Durgapur produces Birla Cement Samrat, using high quality clinker, high-quality fly ash from modern power plants and gypsum. This Portland Pozzolana Cement (PPC) brand has all the advantages of 53-Grade Cement.

CEMENT CEMENT

OPC OPC PPC PPC SRC SRC

33 Grades 33 Grades 43 Grades 43 Grades 53 Grades 53 Grades

PRODUCTS OF BCW and CCW.

59

Portland cement:

Portland cement is a blend of finely pulverized clinker, produced by burning at high temperature materials containing lime, alumina, iron and silica in pre-determined proportion to give the desired end properties. Normally, Gypsum or its derivatives are added during grinding stage for set control. When mixed with water alone or in combination with sand and stone, it has the property of combining slowly with water to form hard mass.

Raw Materials used in the manufacture of Portland cement:-

The two principal raw materials used in the manufacture of Portland Cement are calcareous material such as limestone, chalk, shells or marl and argillaceous materials such as clay and shale (rich in silica).

Portland cement manufacturing process:-

The raw materials, i.e. calcareous and argillaceous with correctives are finely ground and intimately blended and fired in a rotary kiln at high temperature of 1450-15000C. The material which emerges from kiln is called Clinker. The clinker is cooled and ground to fine power along with small quantity of gypsum (4-5%) to give Portland cement.

Pozzolona:

Pozzolona are amorphous alliaceous and aluminous materials which by itself have no cementations properties but in presence of Calcium Hydroxide liberated by hydration of is cooled and ground to fine power along with small quantity of gypsum (4-5%) to give Portland Cement.OPC reacts chemically with it at ordinary temperatures to form compounds possessing cementations properties.

Portland Pozzolona Cement has two most trusted brands belong to this category:

Birla Cement Samrat

Birla Cement Samrat Premium

Special features:

Higher finesse for improved workability Resistance to alkali-aggregate reaction Low heat of Hydration resulting in reduction in cracking Improved resistance to Sulphate attack Higher long-term strength over OPC Segregation- free cohesive mix for excellent finish Lower chloride content to minimize corrosion

60

SLAG:

Slag is a non-metallic product consisting essentially of gases containing silicates, aluminosilicaten of lime and other bases and is obtained as a byproduct with iron in blast furnace or electric pig iron furnace. Granulated slag is used in the manufacture of Portland Slag Cement.

Uses of Slag Cement:

Slag Cement can be used for all plain and reinforced concrete construction, mass concreting structures such as dams, reservoirs, swimming pools, river embankment, canal piers, etc. where low heat of hydration and resistance to alkali silica reaction are desired, structure in aggressive environments where chemical and mildly acidic water are encountered (where OPC cannot used), marine construction, dykes, wharves, etc. where sulphate water is present.

Portland Slag Cement has three brands:

Birla Cement Samrat

Birla Premium Cement

Birla Cement

Special features:-

Higher Compressive Strength

Low Water Absorption

Increased Workability

Low Shrinkage

Sulphate Resistance

Desired durability

61

“SULPHATE RESISTANT CEMENT (SRC)”

“A UNIQUE PRODUCT OF BIRLA CEMENT”

Unique Features of SRC:-

SRC is most suitable where the amounts of Sulphate salts are higher in soil and water

of the area. SRC is manufactured by using advanced technology and computerized process.

Very high quality of minerals is used to process SRC under strict quality control. As per IS

456, SRC should be used in the area where soil contains more than 0.2% Sulphate salts, to

protect structures from Sulphate attack and make them more durable.

Physical Indication of Sulphate attack over structures:-

Initiation of cracks over plastered surface.

Winding of cracks as time passes.

Erosion of plaster after some period.

Corrosion in reinforcement.

Deposition of white powder along the cracks.

62

Ordinary Portland Cement

63

Special features:-

Higher Compressive Strength

Low Water Absorption

Increased Workability

Low Shrinkage

Sulphate Resistance

Desired durability

Brands:-

1. Birla Cement Khajuraho,

2. Birla Cement Chetak

Special properties of these brands:-

Moderate sulphate resistance.

Very low chloride content to avoid corrosion in steel.

Quicker rate of strength development.

Improved workability.

Better surface finish.

Birla Cement Khajuraho/Chetak-43 Grade Ordinary Portland cement:-

Brick and stone masonry.

Plastering and flooring.

For ready- mix concrete.

Plain and reinforced cement concrete.

Pre-cast and pre-stressed concrete.

RCC bridges, high-rise buildings and concrete roads.

All types of general constructions.

64

Plants where it is manufactured:

Satna Cement Works and Birla Vikas Cement, Satna.

Birla Cement Works and Chanderia Cement Works, Chanderia.

Special features of cement manufactured by BCL are :-

Ideal for mass concreting.

Reduced thermal cracks.

Increased water tightness of concrete.

Ideal for plastering.

Greater resistance to sulphate and other aggressive environments.

Greater resistance to alkali- aggressive reaction.

Increased durability.

TYPES OF CEMENT AND THEIR IS CODE

Ordinary Portland Cement – 33 Grade IS -269-1989



Portland Pozzolana Cement IS – 1489(Part-1) -1991

Low heat Portland Cement IS - 269 – 1989

Portland Slag Cement IS – 455 – 1989

Sulphate Resistant Portland Cement IS – 12330 – 1988

White Portland Cement IS - 8042 – 1989

65

Varieties of Cement and Their Applications:

S.NO CEMENT TYPE SPECIFIC USE

(1) OPC

(a) 33 GRADE

General construction work where high strength Concrete is not required, plastering, finishing Works etc.

(b) 43 GRADE

Used where M-15, M-20 and above grade concrete is required used for pre cast items and general construction work. Strength development is faster than 33 grades.

(c) 53 GRADE

High strength cement used for multistory building, pre cast and pre stressed items, bridges, tall structures etc. Development very fast strength and speeds of construction.

(2) PPC Construction of dams, dikes, sewage pipes, plastering, masonry, finishing works and can be used for any application of 43 Grade/53 Grade OPC.

(3) WHITE CEMENT Manufacture of tiles artistic decoration floors decorative concrete etc generally meant for non-structural use.

(4) SRC Marine structures, underground constructions, Chemical plants, effluent treatment works, foundation piles etc.

66

“Developing Marketing Strategy by Knowing Brand-Position of BCW/CCW Product- 2009 for Birla Corporation Limited”

Positioning

The place the product occupies in consumer's minds relative to competing

products. Typically defined by consumers on the basis of important attributes from

Product to Consumers Mind.

Positioning Dimensions

Group of Customers

Differential Advantage

Customers Mind

Current Position

Unoccupied Position

Reposition

Positioning Attributes:

Preference

Quality

Packing Quality

Color

Availability

Price

T.C.S.

Sales Promotion

Advertisement

Brand-Name

67

Brand Positioning

A good brand positioning help guide marketing strategy by clarifying the

brands essence but goals it help the consumer achieve and how it does so in a unique

way.

The result of the positioning is the successful creation of a customer focused value

proposition, a cogent reason why the target market should buy the product.

Birla Corporation Ltd. (Cement Division) introduce their new product, SAMRAT,

with the value proposition of "Aaj ya kal majboot har pal" with PPC (Portland Pozolona

Cement) instead of OPC (Ordinary Portland Cement) main features of SAMRAT is-

• Corrosion Resistant

• Work ability

• Sulphate resistant

• Low heat of hydration

• Durability

• Less use of water

• Seepage Resistant

• Low Cracks in RCC

• Fineness

• Mass Concrete

Competitive Frame of Reference

A starting point in defining a competitive frame of reference for a brand positioning is to determine Category Membership- the products with which a brand competes and which function as close substitute.

Points of Parity and Point of Difference

Once the competitive frame of reference for positioning has been fixed by defining the customer target market and nature of competition, marketers can define the appropriate points-of-difference and point-of-parity associations.

68

Point-Of-Difference

POD's are attributes or benefits consumer strongly associates with a brand, positively

evaluated, and believe that they could not find the same extant with a competitive brand.

Strong, favorable and unique brand associations that make up POD.

Point-of-Parity

POP's on the other hand, are associations that are not necessarily unique to the brand

but may in fact be shared with other brands. These types of associations come in two basic

forms:

1. Category

2. Competitive

Category POP's are associations consumers view as essential to be a legitimate and

credible offering within a certain product or service category. Competitive POP's are

associations designed to negate competitors' points-of-difference.

Choosing POP 's and POD 's:

POP are driven by the needs of category membership (to create categ POP's) and the

necessity of negating competitors POD's (to create competitive POP's)

These are three key consumer desirability criteria for POD's-

1. Relevance

2. Distinctiveness

3. Believability

There are three key deliverability criteria

1. Feasibility

2. Communicability

3. Sustainability

69

COMPETITIVE STUDY AMONG VARIOUS CEMENT BRANDSCOMPETITIVE STUDY AMONG VARIOUS CEMENT BRANDS

ABOUT PROJECTABOUT PROJECT : -: -

The project contains various questions. These questions are designed to analyses the various dealer behavior towards the Best Cement Brand in Jaipur. Project includes whole study of cement market and 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, which company best in quality, color, supply, T.C.S. etc. are know by this survey.

MAJOR ISSUE:-

The study basically draws attention towards the perceptional attributes of the various dealer and which factor influence to dealer. Major issue is to knowing cement market where we stand and what the reason behind lacking is and trying to come out with best result which helpful to company growth.

ABOUT QUESTIONNAIRE: -

The questionnaire consists of 13 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 Jaipur. It is also helpful in knowing where our company stands in market.

Analysis of questionnaire below: -

1. Brands available in Jaipur district.

2. Market share of companies.

3. Brand leader in district.

4. Suggestions to increase the goodwill.

5. Effective media for advertising.

6. Brand image of Birla Cement.

7. Effectiveness of T.C.S. of Birla Cement.

8. Timely delivery of Birla Cement.

70

RESEARCH METHODOLOGY:

OBEJECTIVE 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 and which has not been discovered yet.

However, each research study has its own specific purpose. There are several common Adjective of research as follow:-

1. To get familiarity with a phenomenon or to achieve new insight into (studies with this Object in view are called as exploratory or formulate research studies)

2. To portray accurately the characteristics of a particular individualsituation or a group (studies with this object in view are called asdescriptive or research studies)

3. To determine the frequency with which something occurs or withwhich it is Associate with something. (Studies with this object in view are called as diagnostics, Research studies)

4. To test a hypothesis of a casual relationship between variables (such studies are called as hypothesis testing)

DATA SOURCES

Primary data

Primary data is the information collected for research purpose at hand. Primary data

was collected through an interview with the help of a structured Questionnaire, which

contained queries that were relevant to the purpose of the Study as well as pertinent; industry

related questions, the present study Questionnaire makes use of both open ended and close

ended questions.

71

Secondary data

Secondary data is the information which already exists. Secondary data collected from

journals, magazines, books etc. The secondary data for this research was obtained from

textbooks, brochures and internet. Very little research specific data was available; hence

much emphasis was given to primary data.

RESEARCH APPROCH

Survey method was adopted in order to collect the primary data required for the study.

RESEARCH INSTRUMENT

Questionnaire was designed with open-end close-end questions. The questionnaire was designed in such a manner so as to cater to all the areas and aspects the study.

SAMPLING PLAN

SAMPLING PROCEDURE: RANDOM SAMPLING

SAMPLING SIZE: 106 RESPONDENT

GEOGRAPHICAL COVERAGE: Jaipur

DURATION OF THE SURVEY: 21 days

DATA ANALYSIS

Logical analysis of data is done through tables, and percentages have been worked out and evolution is based on weight age of response.

PLAN ANALYSIS

The data collected have been numbered and tabulated for the purpose of analysis. Percentage has been calculated for all the tables and different charts have also been prepared. On the basis of analysis, influences have been drawn.

Summary of findings have been recorded and suitable suggestion are given to improve the business at Birla Cement

72

Calculations

In Questionnaire there are 13 questions. Each question consist 6 major cement brands which are famous in Rajasthan like a Birla Samrat, Ambuja Cement, Ultratech Cement, Binani Cement, J.K. Cement and Shree Cement. In all thirteen question Dealers give rank from 1 to 6. During survey I got 100 Respondent from Jaipur.

After Collecting all the data from the dealers according to their ranking, I gave the score as:- For 1st rank - 6 points, 2nd rank - 5 points, And so on.

Final Total Score and their rank’s shows in below table.

CEMENT COMPANY NAMEAttributes Birla Ambuja Ultratech Binnani J.K. ShreePreferences 292 457 401 384 264 281Quality 438 452 415 361 276 283Pac. Quality 304 452 410 376 271 266Color 324 447 409 372 274 253Availability 474 425 395 373 265 306Price 480 409 402 378 271 299Tec. Service 305 439 418 377 256 284Sales Promotion

276 464 409 375 264 292

Brand Name 405 502 416 393 241 256Add 359 466 413 389 269 304Total 3657 4513 4088 3778 2651 2824

Data Analysis by taking various attributes of CEMENT and their score.

No. of Forms of Various Companies:

Company No. of Forms Birla 21 Ambuja 17Ultratech 21Binnani 12J.K. 8Shree 21Total 100

73

1. Preferences Collected from various cement dealers;

Company Preferences

Birla 292

Ambuja 457

Ultratech 401

Binnani 384

J.K. 264

Shree 281

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST Preference to Ambuja, 2nd Ultratech, and Birla Samrat Cement secures 4th Position.

2. Quality Collected from various cement dealers;

Company Quality

Birla 438 Ambuja 452Ultratech 415Binnani 361J.K. 276Shree 283

74

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Quality to Ambuja, 2nd to Birla Samrat Cement.

75

3. Packing Quality Collected from various cement dealers;

CompanyPacking Quality

Birla 304 Ambuja 452Ultratech 410Binnani 376J.K. 271Shree 266

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Packing Quality to Ambuja, 2nd Ultratech and 4th rank secure by Birla Samrat Cement.

4. Colour collected from various cement dealers;

Company Colour

Birla 324

Ambuja 447

Ultratech 409

Binnani 372

J.K. 274

Shree 253

76

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Colour to Ambuja, 2nd Ultratech, and 4th to Birla Samrat Cement.

77

5. Availability collected from various cement dealers;

Company Availability Birla 474 Ambuja 425Ultratech 395Binnani 373J.K. 265Shree 306

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Availability to Birla Samrat and 2nd Ambuja Cement.

6. Price Collected from various cement dealers;

Company Price Birla 480 Ambuja 409Ultratech 402Binnani 378J.K. 271Shree 299

78

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Price to Birla Samrat, 2nd Ambuja Cement.

79

7. T.C.S. Collected from various cement dealers;

Company Tec. Services Birla 305 Ambuja 439Ultratech 418Binnani 377J.K. 256Shree 284

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for TCS to Ambuja, 2nd Ultratech and 4th Birla Samrat Cement.

8. Sales Promotion Collected from various cement dealers;

CompanySales

Promotion Birla 276 Ambuja 464Ultratech 409Binnani 375J.K. 264Shree 292

80

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Sales Promotion to Ambuja, 2nd Ultratech and on the 5th Birla Samrat Cement.

9. Brand Name Collected from various cement dealers;

Company Brand Name Birla 405 Ambuja 502Ultratech 416Binnani 393J.K. 241Shree 256

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Brand Name to Ambuja, 2nd Ultratech and 3rd rank goes to Birla Samrat Cement.

10. Advertisement Collected from various cement dealers;

Company Advertisement Birla 359 Ambuja 466Ultratech 413Binnani 389J.K. 269Shree 304

81

Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for Advertising to Ambuja, 2nd Ultratech,3rd

Binnani and 5th is Birla Samrat Cement.

Brand- Positioning Of Various Cement Company:

Company Total Score Rank

Birla 3657 4

Ambuja 4513 1

Ultratech 4088 2

Binnani 3778 3

J.K. 2651 6

Shree 2824 5

82

Analysis: The above survey clearly shows that lastly by collecting all the scores from dealers, we come to know that overall position of Birla Samrat is on 4th.

CONCLUSION:

It can be concluded from the study through model Birla Cement has a good brand

image in the dealers mind in Jaipur. It is not easily available on demand which places the

company at the disadvantage which compared with lack vendors. This problem which can be

improved by strengthen the distribution network of Birla Cement Works and Supply.

1. The company should focus more on advertisement and public relation.

2. Network spread of Birla Cement is very high in Jaipur.

3. If check out the satisfaction level of dealers with respect to quality of Birla Cement

then we find that 18% dealers are told that it has excellent quality. So company can

also see this as its strength compare to other bets brand in market.

4. Dealers opinion regarding price is Favoring Birla Samrat and It’s Get 1st rank in all

six-brand. Its price is reasonable according to quality it’s also satisfy the dealer.

83

5. It was found company is very good in providing technical services such as also satisfy

the Dealers and Customers.

6. It was found that company is lacking in Supply.

7. As far as Brand-Name is concern in Jaipur, Company is on 3rd Rank despite of Very

popular brand like Ambuja Cement, Ultratech Cement.

SUGGESTIONS:

1. Company should increase availability by which it can increase the sale and

brand image.

2. The company should focus more on advertisement.

3. For customer care Services Company should starts its concrete mobile van

facilities.

4. As we all know infrastructure sector is growing rapidly so company improve

supply to capture maximum market share.

5. Company should start its internal call centre for its valuable customers by

which they can directly interact with company experts.

84

6. Company conducts society welfare programs in rural area. So that company

creates good brand image among people.

7. By giving some gifts and best wishes cards to the customer that your buying

decision is very good. Company can improve sales and brand loyalty.

8. Company should organize seminars, conferences, Manson meetings and

dealers meet to promote sales quarterly.

85

Future of the Cement Industry:

Government policies have affected the growth of cement plants in India in various

stages. The control on cement for a long time and then partial decontrol and then total

decontrol has contributed to the gradual opening up of the market for cement producers. The

consumption of cement is determined by factors influencing the level of housing and

industrial construction, irrigation projects, and roads and laying of water supply and drainage

pipes etc. The level and growth of GDP and its sectoral composition, capital formation,

development expenditure, growth in population, level of urbanization, etc, in turn, determine

these factors. But the domestic demand for cement is mainly from the housing activities and

infrastructure development.

The government paved the way for the entry of the private sector in road projects. It

has amended the National Highway Act to allow private toll collection and identified

projects, bridges, expressways and big passes for private construction. The budget gave

substantial incentives to private sector construction companies. Ongoing liberalization will

lead to an increase in industrial activities and infrastructure development. So it is hoped that

Indian cement industry shall boom again in near future.

86

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.

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.

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 labour cost. Shortage of skilled labourers. Appreciation of rupees against foreign currencies. Procuring of limestone mines at economical price an entry barrier.

87

Opportunities

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

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.

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

Scarcity of good quality Coal are some other factors which are cause of concern for the industry.

88

ANNEXURE

Questionnaire

BRAND-POSITIONING OF BIRLA SAMRAT CHETAK CEMENT

Note:- Ñi;k 1 ls 6 rd vkids vuqlkj dze nhft, A

Name :- Address:- Telephone No:- (M)

1-;g O;olk; fdrus o"kksZ ls dj jgs gks

Year …...............................

2. lhesaV dEiuh ds uke crkbZ, vkidh ilUn ds Øe es and

(A) Birla Samrat Cement ( ) (D) Binani Cement ( )

(B) Ambuja Cement ( ) (E) J.K. Cement ( )

(C) Ultratech Cement ( ) (F) Shree Cement ( )

3. xq.koRrk ds n`f"V ls lhesaV dh izkFkfedrk dk Øe crkbZ;sA




4. fdl lhesaV dEiuh dh Packing quality vPNh gS A



89


5. fdl dEiuh dh lhesaV dk Colour xzkgd ilan djrs gSaA




6. dkSulh dEiuh dh lhesaV cktkj es ges’kk miyC/k jgrh gSA




7. fdl dEiuh dh lhesaV price ls T;knk lger gSA xq.kork ,ao cktkj es izfr"Bk dks /;ku es j[krs gq,A




8. dkSulh lhesaV dEiuh dh rduhdh xzkgd lsok,a yxkrkj feyrh jgrh gS




90

9. dkSulh dEiuh dh lhesaV dh fcØh c<kus ds fy;s fd x;h xfrfof/k;kW vkidks vkdf"kZr djrh gSA




10. lhesaV dEiuh dh izfr"Bk ds vk/kkj ij dze crkbZ,A




11. dkSulh lhesaV dEiuh ds foKkiu vkdf"kZr djrs gS A




12. fdl dEiuh dh lhesaV ekaxs tkus ij rqjar fey tkrh gSA




13. lhesaV dEiuh dh dealership ysus dk dkj.k –-----------------------------------------------------------------------------------------------

----------------------------------- -----------------------------------------------------------------------------------------------------------------------------------

91

lk{kkRdkjdrkZ ds gLrk{kj -------------------------------------

lk{kkRdkjdrkZ dk uke ---------------------------------------------

fnukad ---------------------------------------------

BIBLIOGRAPHY

Books and References:

“MARKETING MANAGEMENT” by PHILIP KOTLER published by Vikas publishing house Pvt. ltd. New Delhi.

“RESEARCH METHODOLOGY” (third edition 2007) by C. R. KOTHARI published by new age international (P) ltd.

92

“CMA MAGAZINE (Cement Manufacturers Association)”

Internet Websites:

www.birlacorporation.com

http://www.bcw.com

www.birlacementworks.com

http://www.bcw.com/

http://www.birlacorporation.com/

93

www.cma.com

www.scribd.com

http://www.scribd.comm/

http://www.cma.com/

Brand position of various cement brands

Documents

Transcript of Brand position of various cement brands