This presentation was presented in college. it is all about the Birla White Cement and my training.

1. Presented by:-
Rajan Chhangani
MBA 3rd sem.
JIET-SOM

2. Contents
 Introduction – Aditya Birla Group
 Aditya Birla Group of Companies
 Internship Topic
 Introduction – Cement Industry in India
 Introduction – Birla White Ltd.
 Competitors of Birla White
 Marketing Research – Objectives of Research
 Method opted for Research
 Finding of Research
 Limitations of Research
 Recommendations & Suggestions
A
B
G

3. ABG
Ghanshyam Das Birla

4. LOUIS PHILIPPE
excellence matters
ABG

5. Birla Sun Life
ABG

6. ABG

7. ALUMINIUM
ABG

8. BRAND AWARENESS ANALYSIS
COMPANY VS COMPETITION FOR
BIRLA WHITE CEMENT
AND
BIRLA WHITE WALL CARE PUTTY

9. Introduction to Cement Industry
 The cement industry is one of the main beneficiaries of the
infrastructure boom. With robust demand and adequate supply, the
industry has bright future.
 The Indian Cement Industry with total capacity of 165 million tonnes is
the second largest after China.
 Cement industry is dominated by 20 companies who account for over
70% of the market. Private housing sector is the major consumer of
cement (53%) followed by the government infrastructure sector.

10. Introduction – Birla White Ltd.
 UltraTech is India's largest white cement manufacturer with a production
capacity of over 550 thousand tonnes annually. UltraTech manufactures
white cement under the brand name — Birla White.
 Birla White, the leading white cement brand in India, has positioned
itself as the "Whitest White Cement".
 Birla White commenced production of white cement in 1988
 The current portfolio includes WallCare Putty, Levelplast, GRC and
Textura. Among them, they facilitate care for walls and augment interior
appeal.

11. Competitors

12. Marketing Research
Objectives of Research
 Measuring satisfaction level of Retailers, Paint Contractors, Architects and
Builders with Birla White brand, on parameters important to them.
 To find out the problems arises while using white cement and putty.
 Gathering feedback from Retailers, Paint Contractors, Architects and Builders.
 Identify benchmark brands which have a lasting Impression on their mind on
each of the important parameter…

15. Findings
 Higher price than other competitors like JK, Berger, Asian etc.
 Birla white provides painter token in context of putty. That makes painter
satisfied and delight but very few painters are well aware about this scheme.
 In Birla white retailers get low margin in context of white cement and putty
than other local brands.
 Birla white has its own ERP software, called…….. Which provide easiness to
retailers but very few retailers are aware of this.

17. Limitations of the Research
 Survey is limited to Jodhpur (Rajasthan) region only.
 Answers of questionnaire depend upon belief of retailers, painters, architects
and builders which may differ from the reality.
 Survey is conducted by considering the time constraint sample size during this
time period may not be adequate.
 Exaggerated information could have been given by retailers, painters,
architects and builders to impress or to cut short the interviewers.
 A chance of wrong answer is there.

18. Recommendations and Suggestions
 Company should provide training to painters in context of using putty and
should provide some free promotional tools to the retailers.
 To satisfy retailers and stockiest company should give more commission & more
credit terms and attention on quality at fair prices.
 Company should try to manage competition between retailers and try to build
an association of retailers so they stop cut throat competition and get enough
profit.
 On behalf of whole study, there should be more dealers in the market for the
ease of retailers.
 Company should conduct regular meetings with retailers, painters and builders
to know the problem facing by them directly.