Brand Position of Various Cement Brands

200
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SUMMER
INTERNSHIP
REPORT
12 May–26
ON
ON
“Developing
“DevelopingMarketing
MarketingStrategy
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byKnowing
Knowing
Brand-Position
Brand-Positionof
ofBCW/CCW
BCW/CCWProducts
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Birla
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CorporationLimited”
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IN
IN
Birla
Birla Corporation
Corporation Limited
Limited
By:-
Chanderia, Chittorgarh
Chanderia, Chittorgarh
VINEET RAJORIA
Rajasthan.
Rajasthan. (India)
(India)July 08-10
R.No. - AB029
2
3
Contents:-
SR. NO. PARTICULARS PAGE NO.
4
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
17 Data-Analysis 64
18 Results 71
19 Conclusion 72
20 Suggestion 73
21 Future Of Cement Industry 74
22 SWOT Analysis 75
5
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.
8
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
11
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.

12
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
13
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
JAMMU and KASHMIR 0.2

28 J and K Cement Khrew 0.2
14
EASTHERN REGION 29.89
ASSAM 0.20
2 CCI Ltd. Bokajan 0.20
9
MEGHALAYA 1.55
3 Mawmluh Cherra Cherrapunji 0.20
0
3 Meghalaya Cement Ltd. Lumshnong 0.30
1
3 Cement Manu. Co. Ltd Lumshnong 0.59
2
3 Megha T and E (P)Ltd G Lumshnong 0.46
3
BIHAR 1.00
3 Kalyanpur Cement Banjari 1.00
4
JHARKHAND 5.14
3 ACC Ltd. Chaibasa 0.87
5
3 ACC Ltd. (G) Sindri 0.91
6
3 Lafarge (G) Singhbhum 3.00
7
3 Lemos Cement Khalari 0.11
8
3 Sone Valley Japla 0.25
9
15
ORISSA 4.66
4 UltraTech Cement Ltd.- JCW (G) Jharsuguda 1.00
0
4 OCL India-Rajgangpur Rajgangpur 1.80
1
4 OCL India-Kapilas G Kapilas 0.90
2
4 Bargarh Cement Works Bargarh 0.96
3
WEST BENGAL 5.33

4 Damodhar Cmt Works G) Purulia 0.53
4
4 Bir1a Corp. Ltd.-Durgapur (G) Durgapur 0.60
5
4 Bir1a Corp. Ltd.-Durgapur Hitech (G) Durgapur 1.00
6
4 Ambuja Cmts Ltd.(G) Sankrail 1.00
7
4 Ambuja Cmts Ltd.(G) Farakka 1.00
8
4 UltraTech Cement Ltd.-WBCW (G) Durgapur 1.20
9
CHHATIISGARH 12.01
5 ACC Ltd. Jamul 1.58
0
5 Century Cement Tilda 2.10
1
16
5 Grasim Cement Raipur 2.50

2
5 CCI Ltd. Akaltara 0.40
3
5 CCI Ltd. Mandhar 0.38
4
5 Lafarge-Arasmeta Bilaspur 1.60
5
5 UltraTech Cement Ltd.HCW Hirml 1.90
6
5 Ambuja Cmt - Bhalapara Bhalapara 1.00
7
5 Lafarge Sonadih 0.55
8
17
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
18
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
KERALA 0.62
105 Malabar Cements Palghat 0.42
19
106 Malabar Cements (G) Alappuzha 0.20
WESTERN REGION 32.39
GUJRAT 19.29
10 Sikka Sikka 1.08

7
10 Saurastra Cement Ranavav 1.16
8
10 Gujrat Sidhee Cement Veraval 1.2
9
11 HMP Cements Ltd Porbandar 0.2
0
11 Ultra Tech Cement Ltd Pipavav 5.8
1
11 Narmada Cement Jafrabad 0.5
2
11 Narmada Cement (G) Magdalla 0.7
3
11 Ambuja Cement Kodinar 1.5
4
11 Guj. Ambuja Cement Kodinar 3
5
11 Sanghi Indus Ltd Abdasa 2.6
6
11 Ambuja Cmt-Magdalla G Magdalla 1
7
11 Lakshmi Cmt-Kalol (G) Kalol 0.55
8
MAHARASTRA 13.1
11 ACC Ltd Chanda 1

9
12 Manikgarh Cement Manikgarh 1.9
0
20
12 Rajashree Cement (G) Hotgi 1.8

1
12 Ultra Tech Cement Ltd-ACW Chandrapur 3.6
2
12 Narmada Cement (G) Ratnagiri 0.4
3
12 Indo Rama Cement(G) Raigad 1
4
12 Orient Cement (G) Jalgoan 1
5
12 Maratha Cement Chandrapur 2.4
6
CENTRAL REGION 28.16
UTTAR PRADESH 8.27
12 ACC Ltd (G) Tikaria 2.31

7
12 Birla Cement(G) Raibareli 0.63
8
12 Diamond Cement(G) Jhansi 0.5
9
13 U.P State Cement Dalla 0.43
0
13 U.P State Cement(G) Chunar 1.5
1
13 Jaypee Cement(B) Sadva Khurd 0.6
2
13 Jaypee Ayodhya(G) Tanda 1
3
13 Grasim-Dadri(G) Dadri 1.3
4
21
MADHYA PRADESH 19.89
13 ACC Ltd. Kymore 2.2

5
13 Birla Vikas Satna 0.8
6
13 Satna Cement Satna 0.75
7
13 Maihar Cement Maihar 3.8
8
13 Vikram Cement Jawad Road 3
9
14 Diamond Cement Damoh 1.03
0
14 CCI Ltd Neemuch 0.4
1
14 Jaypee Cement Rewa 3
2
14 Jaypee Cement Bela 2.4
3
14 Prism Cement Satna 2.51
4
22
Capacity Additions – 2008-2009:

Mn. T.
Month of Capacity
Capacity Total
Name of the Plant State Commissio Added /
Existing
ning Derated
(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
TN Apr. 08 1.20 0.60 1.80
Nagar
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
23
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
24
% Growth in Cement Production – (2009-2010/2008-2009) (Apr)

%age %age
State State
CHANGE 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
25
% Growth in Cement Consumption–(2008-09/2007-

08)
(Apr-Mar)
%age %age
State State
Change 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.
26
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 7.80

LTD.
BIRLA CORPORATION LTD. 5.78
MADRAS CEMENTS LTD. 5.47
LAFARGE INDIA PRIVATE LTD. 5.15
J.K. CEMENT 4.30

27
Detail of Cement Plants
Rajasthan All India Ranking - 1

(Northern Region) (Cement Production)
Sl. No. Name of Cement Company Location Annual Installed

Capacity
(Million Tones)
1 ACC Ltd. Lakheri 1.50
2 Birla Corp. Ltd. - Birla Cement Chittorgarh 0.72
Works
3 Birla Corp. Ltd. - Chanderia Chittorgarh 1.28
Cement Works
4 Mangalam Cement Morak 0.50
5 Neer Shree Cement Morak 1.00
6 Grasim Industries Ltd.-Aditya Shambhupura 1.80
Cement
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.- Pali 1.80
Rabriyawas
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
Total 32.35
28
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.
29
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 Sleepers IRST-40
30
INTRODUCTION OF BIRLA CORPORATION LIMITED
History of the company:

The company was founded by Late Shri G.D.Birla and was incorporated on 25th
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.
31
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
32
Logo of Birla Corporation Limited

33
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.
34
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.
35
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.
36
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
37
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
38
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 Works

Birla Vikas Cement
Rajasthan Chanderia Birla Cement Works

Chanderia Cement Works
West Bengal Durgapur Durgapur Cement Works

Durga Hitech Cement
Uttar Pradesh Raibareli Raibareli Grinding unit
CAPACITY: 5.78 Mill. Ts.

39
The Product and Brand names are as follows:-
Units Products Brand Name
Birla Cement Works OPC - 43G, 55G, PPC Birla Cement Chetak
Chanderia Cement Works PPC Birla Cement Samrat
Satna Cement Works Birla Cement Samrat

PPC and OPC (43 Gr.)
Birla Vikas Cement Birla Cement Khajuraho
Raibareli Grinding Unit Portland Pozzolana Cement Birla Cement Samrat

(PPC)
Durgapur Cement Works Portland Slag Cement (PSC) Birla Cement
Birla Premium Cement
Durga Hitech Cement Portland Pozzolana Cement Birla Cement Samrat

(PPC)
Special Cements
• Sulphate Resistant Cement
• Low-alkali Cement
• Railway Sleeper Grade Cement IRS T-40 Low Heat Cement

40
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)
41
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.
42
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
43
assessment. Water management studies of the district and mass environmental awareness
programs are being conducted.
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
44
 Tree plantation in Gardens

 Postage, Cooking Gas, Telephone facility for workers.
45
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
Best improvement in Thermal
4. NCB to BCW in 1992-93
Energy Performance
Best improvement in Energy
5. NCB to BCW in 1992-93
Performance
Bhama Shah Award for
6. Government of Rajasthan to BCW in 1996-97
Educational Activities
Excellent award for
IIT, Chennai and Vibration Engineers Consultants (P)
7. Maintaining Health Condition
Ltd. to BCW and CCW in 1996-97
of Machinery
VEC (P) Ltd., Chennai for sustained implementation of
8. Merit Award condition monitoring and continued machine health
improvement in 2001.
Central Board for Workers Education, Udaipur,
9. Workers Education Trophy Ministry of Labor, Government of India to BCW and
CCW in 1998-99 and again in 2001-02
Regional Training Centre (North), Nimbahera in 1998-
10. Best Supporting Core Plant
99, 2000-01 and 2001-02.
Awards to Captive Mines
DGMS, Udaipur – 1995(1), 1996(2), 1997(1), 1998(3),
11. (Safety Week celebration in
1999(4), 2000(2), 2001(5) and 2002(3).
Udaipur region)
Best Income Tax Payee (TDS) Income Tax Department, Udaipur range to BCW in
12.
Award 1996-97
Department and Heads of Department

The company has 21 departments in the organization for well
directing the organization and to achieve the goals and mission for
the company.
Name of the Department Head of the Department

46
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
47
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 Scheme
4. Exemplary Award Scheme
5. Publication of “Apani Baat”
6. Publication of “Hello”
7. Communication through clipping
8. Organize Friday forum
9. Induction of newly recruited
10. Birthday of newly employees
11. Vocational training for BE/MBA/MCA students
12. Organizational development exercise/ conduct survey
13. Library/ Procurement of books/journals etc.
14. TPM and quality circle.
15. Implementation of ISO 9001:2000QMS
16. Implementation of IS/ISO 14001EMS
17. Counseling of employees
18. CSR
19. PMS
20. Organize/ Co- ordinate industrial visit for students
21. IMC- RBNQ awards and other awards
22. “5 S” activities
48
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.

49
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.
50
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.
51
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.
52
DISTRIBUTION CHANNEL
Company
Direct
Stockiest
Selling To
Various
Retailer Govt.
Contracts
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.

53
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.
54
Manufacturing Process of Cement:
PROCESS FLOW-DIAGRAM:
MININ Crushing Limestone Limestone Stock Pile

G Transportation
Cement Storage Cement Grinding Pyro Processing Raw Grinding
- Packing
Cement Fuel Grinding
55
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.
56
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%
57
PRODUCTS OF BCW and CCW.
CEMENT
OPC PPC SRC
33 Grades 43 Grades 53 Grades
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.
58
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
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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
60
“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.

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Ordinary Portland Cement
Special features:-
62
 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.
Plants where it is manufactured:

63
 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
Varieties of Cement and Their Applications:

64
S.NO CEMENT TYPE SPECIFIC USE
(1) OPC General construction work where high strength

Concrete is not required, plastering, finishing Works
(a) 33 GRADE etc.
Used where M-15, M-20 and above grade concrete is

(b) 43 GRADE required used for pre cast items and general
construction work. Strength development is faster than
33 grades.
High strength cement used for multistory building, pre

(c) 53 GRADE 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.
65
“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
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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.
Point-Of-Difference
67
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
COMPETITIVE STUDY AMONG VARIOUS CEMENT BRANDS

68
 ABOUT 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.
69
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 individual

situation or a group (studies with this object in view are called as
descriptive or research studies)
3. To determine the frequency with which something occurs or with

which 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.
70
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
Calculations
71
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 NAME

Attributes Birla Ambu Ultratec Binna J.K. Shree
ja h ni
Preference 292 457 401 384 264 281
s
Quality 438 452 415 361 276 283
Pac. 304 452 410 376 271 266
Quality
Color 324 447 409 372 274 253
Availability 474 425 395 373 265 306
Price 480 409 402 378 271 299
Tec. 305 439 418 377 256 284
Service
Sales 276 464 409 375 264 292
Promotion
Brand 405 502 416 393 241 256
Name
Add 359 466 413 389 269 304
Total 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 17
Ultratech 21
Binnani 12
J.K. 8
Shree 21
Total 100
72
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 452
Ultratech 415
Binnani 361
J.K. 276
Shree 283
73
Analysis: The above survey clearly shows that most of the dealers GIVE 1ST choice for
Quality to Ambuja, 2nd to Birla Samrat Cement.
74
3. Packing Quality Collected from various cement dealers;
Packing
Company
Quality
Birla 304
Ambuja 452
Ultratech 410
Binnani 376
J.K. 271
Shree 266
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
75
Colour to Ambuja, 2nd Ultratech, and 4th to Birla Samrat Cement.
76
5. Availability collected from various cement dealers;
Company Availability
Birla 474
Ambuja 425
Ultratech 395
Binnani 373
J.K. 265
Shree 306
Availability to Birla Samrat and 2nd Ambuja Cement.
6. Price Collected from various cement dealers;
Company Price
Birla 480
Ambuja 409
Ultratech 402
Binnani 378
J.K. 271
Shree 299
77
Price to Birla Samrat, 2nd Ambuja Cement.
78
7. T.C.S. Collected from various cement dealers;
Company Tec. Services

Birla 305
Ambuja 439
Ultratech 418
Binnani 377
J.K. 256
Shree 284
TCS to Ambuja, 2nd Ultratech and 4th Birla Samrat Cement.
8. Sales Promotion Collected from various cement dealers;
Sales
Company Promotion
Birla 276
Ambuja 464
Ultratech 409
Binnani 375
J.K. 264
Shree 292
79
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 502
Ultratech 416
Binnani 393
J.K. 241
Shree 256
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 466
Ultratech 413
Binnani 389
J.K. 269
Shree 304
80
Advertising to
Ambuja, 2nd
Ultratech,3rd
Company Total Score Rank
4 Binnani and
Birla 3657
5th is Birla
Ambuja 4513 1
Samrat
Ultratech 4088 2
Cement.
Binnani 3778 3
J.K. 2651 6
Shree 2824 5
Brand-
Positioning
Of Various
Cement
Company:
81
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.
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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.

83
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.

84
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.
85
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.
86
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.
87
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

88
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

89
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 –

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-----------------------------------
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90
lk{kkRdkjdrkZ ds gLrk{kj
-------------------------------------
lk{kkRdkjdrkZ dk uke
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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.
91
“CMA MAGAZINE (Cement Manufacturers

Association)”
Internet Websites:
• www.birlacorporation.com
• http://www.bcw.com
• www.birlacementworks.com
• www.cma.com
92
• www.scribd.com

Brand Position of Various Cement Brands

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Brand Position of Various Cement Brands

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200

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

 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

 Information about Various Departments 41

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

21 Future Of Cement Industry 74

The project entitled “KNOWING BRAND POSITIONING OF BIRLA SAMRAT

Overview of the performance of the Cement Sector:-

Major players in Indian cement sector:-

Different types of cement that are produced in India are:

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

• Water Proof Cement:

non- sponifibale oil to impart waterproofing properties.

CEMENT INDUSTRY – AT A GLANCE

LIST OF CEMENT PLANT IN INDIA

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

NORTHERN REGION 48.44

HIMACHAL PRADESH 6.2

JAMMU and KASHMIR 0.2

EASTHERN REGION 29.89

WEST BENGAL 5.33

5 Grasim Cement Raipur 2.50

SOUTHERN REGION 69.03

ANDHRA PRADESH 32.61

106 Malabar Cements (G) Alappuzha 0.20

WESTERN REGION 32.39

10 Sikka Sikka 1.08

11 ACC Ltd Chanda 1

12 Rajashree Cement (G) Hotgi 1.8

CENTRAL REGION 28.16

UTTAR PRADESH 8.27

12 ACC Ltd (G) Tikaria 2.31

MADHYA PRADESH 19.89

13 ACC Ltd. Kymore 2.2

Capacity Additions – 2008-2009:

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

Region OPC PPC PBFS Others Total

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

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

CAPACITY WISE TOP TEN PLAYERS FOR YEAR 2007-2008

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 7.80

BIRLA CORPORATION LTD. 5.78

MADRAS CEMENTS LTD. 5.47

LAFARGE INDIA PRIVATE LTD. 5.15