birla white - aditya birla group
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Presented by:-Rajan ChhanganiMBA 3rd sem.JIET-SOM
ContentsIntroduction Aditya Birla GroupAditya Birla Group of CompaniesInternship TopicIntroduction Cement Industry in IndiaIntroduction Birla White Ltd.Competitors of Birla WhiteMarketing Research Objectives of ResearchMethod opted for ResearchFinding of ResearchLimitations of ResearchRecommendations & SuggestionsABG
ABGGhanshyam Das Birla
LOUIS PHILIPPE excellence matters
Birla Sun LifeABG
BRAND AWARENESS ANALYSIS COMPANY VS COMPETITION FOR BIRLA WHITE CEMENT AND BIRLA WHITE WALL CARE PUTTY
Introduction to Cement IndustryThe 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.
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 1988The current portfolio includes WallCare Putty, Levelplast, GRC and Textura. Among them, they facilitate care for walls and augment interior appeal.
Marketing ResearchObjectives of ResearchMeasuring 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 ofthe important parameter
FindingsHigher price than other competitors like JK, Berger, Asian etc.Birla white provides painter tokenin context of putty. Thatmakespainter 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.
Limitations of the ResearchSurvey 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.
Recommendations and SuggestionsCompany 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.