Birla White Ltd. Internship/Summer Training Report - Brand Awareness Analysis

PROJECT REPORT Page 1

JIET SCHOOL OF MANAGEMENT DEPARTMENT

JODHPUR INSTITUTE OF ENGINEERING & TECHNOLOGY,

JODHPUR

PROJECT REPORT (M - 302)

2016-17

“BUSINESS EXPANSION ACTIVITY”

Training Period: 24/05/2016 to 18/07/2016

In the partial fulfilment of the requirement of Summer Internship-

Master of Business Administration (MBA)

BY

RAJAN CHHANGANI

2nd Year, MBA

JIET School of Management

Under the Guidance of

Mr. VIKAS PUROHIT

Assistant Manager

Birla White Limited (Marketing Centre), Jodhpur (Raj.)


DECLARATION

I ,hereby declare that the Summer Training Project Work entitled

“Brand Awareness Analysis – Company vs Competition for Birla White

Cement and Birla White Wall Care Putty” submitted to Rajan Chhangani

is a record of original work done by me under the guidance of special guidance

of Mr. Vikas Purohit, Assistant Manager, Birla White Ltd.

I further declare that no part of this project has been published or

submitted to anybody.

Rajan Chhangani

Place: Jodhpur

Date: 18/07/2016


CERTIFICATE

This is to certify that Mr. Rajan Chhangani son of Sh. Rajendra Kumar

Chhangani a student of 3rd

Sem. (class) Masters of Business Administration

(Branch) from JIET Grop of institutions (college) has undertaken Summer

Training Project at our organization concern from 24, May 2016 to 18, July

2016. The nature of work seen and observed/studied/performed by him during

the training was “Brand Awareness Analysis – Company vs Competition for

Birla White Cement and Birla White Wall Care Putty”, (kindly give the

description) His performance and conduct during the training was found

satisfactory/good/excellent.

Place:

Date:

Signature


PREFACE

Without practical training, management education is meaningless so along with

the theory; practical training is provided to management students to expose

them to the actual working environment of any organization. Such training

provides a framework of knowledge relating to the concepts and practices of the

assigned topics in the organization.

The summer training is an integral part of the course curriculum of Masters of

Business Administration. In this the student is in the position to analyse the

integral working of an organization with mature eyes and understand the

dynamics in a much better manner.

This particular project has been conducted at Edelweiss Birla White. In the first

phase of project Report, there is an introduction of Company, company profile

and products of Birla White are given. The study was limited to Jodhpur city

only.

The main objective of Project is to know the customer satisfaction towards Birla

White Cement and Birla White Wall Care Putty.


ACKNOWLEDGEMENT

I, Rajan Chhangani, MBA Student in JIET School of Management is highly

grateful to all those who guided me in completing this Summer Internship

Project.

An endeavour over a period can be successful only with the advice and support

of all wishers. I take this opportunity to express my gratitude and appreciation

to all those who encouraged me to complete this project.

I am deeply indebted my successful completion of the project and provided with

me with valuable guidance in every step of my internship. His knowledge of

this field proved to be very beneficial to me during my internship.

I express my profound and sincere thanks to Mr. Vikas Purohit (Assistant

Manager) who acted as a mariner’s compass and steered me throughout my

project voyage through his excellent guidance and constant inspiration. He gave

me lots of encouragement and motivation to help me delivery to the best of my

abilities.

I shall be failing in my duty if I don’t acknowledge my debt to Mr. Vikas

Purohit (Assistant Manager) Birla White, Jodhpur for his valuable guidance and

support, which helped me in giving a shape to my study. His clear

understanding of every aspect of the market proved to be very beneficial for me.

His experience in this field proved to be very helpful to me during my

internship and his knowledge was also very beneficial to me whenever I faced

and sort of problem.

Words can never express the deep sense of gratitude, I feel for Birla White

employees, who has been a constant source of inspiration and encouragement


for me. I am heartily thankful to all the persons who helped and cooperated with

me for completion of this report. Without their help this report would not have

been completed.

Rajan Chhangani

MBA


TABLE OF CONTENT

SR.

No.

Content Page No.-

1. Executive Summary 8

2. Profile of the company (Aditya Birla

Group)

9-16

3. Birla White 17-27

4. Competitors 28

5. My Work at Birla White Marketing

Centre

29-30

6. Survey From Retailers 31-33

7. Survey From Painters/Paint

Contractors

34-36

8. Survey From Architects 36-38

9. Survey From Builders 39-41

10. Findings of my study(Analysis &

Interpretations)

42-52

11. SWOT Analysis 53-54

12. Findings 55-56

13. Limitations 57

14. Suggestions 58

15. Conclusion 59-60

16. Bibliography 61


EXECUTIVE SUMMARY

Birla White is one of the leading names in the field of white cement products

with relation to cement products. Birla White has a variety of white cement

products to cater to the need of the customers. Birla white is a cement product

company which produce four products (White cement, Wall Care Putty,

Textura, Level Plast, Cement Wash, Wall Primer). Birla white has captured

more than 70% of white cement market. After white cement and wall care putty,

Birla White has introduced more products like; Birla White Textura, Birla

White Level Plast, Birla White Cement Wash and Birla White Wall Primer. All

the product of Birla White are based on white cement. The main area that Birla

White gets most of its revenue through the sale of White Cement and Wall Care

Putty.

My main aim during the internship was to take feedback from cement retailers,

Paint contractors, Architects and Builders in Jodhpur. And fill the

questionnaires from them in context of Birla White Cement and Birla White

Wall Care Putty

I did a variety of activity to get feedback through questionnaire like; tele calling,

market visits. During this various activities my job was to interact with people

take feedback towards brand (Birla White).

I faced a number of difficulties during my internship period but was able to

overcome them through my knowledge and guidance of my seniors. I also

learned a great deal about how to deal with people and convince them to fill the

feedback form.


PROFILE OF THE COMPANY (ADITYA BIRLA GROUP)

Introduction

The Aditya Birla Group is India's first truly multinational corporation. Global in

vision, rooted in Indian values, the Group is driven by a performance ethic

pegged on value creation for its multiple stakeholders. A US$ 14 billion

conglomerate, with a market capitalisation of US$ 24 billion, it is anchored by

an extraordinary force of 120000 employees belonging to over 42 different

nationalities. Over 50 per cent of its revenues flow from its overseas operations

spanning 36 countries.

The Aditya Birla Group has been ranked fourth in the world and first in Asia

Pacific in the ‘Top Companies for Leaders’ study 2011, conducted by Aon

Hewitt, Fortune Magazine and RBL (a strategic HR and leadership Advisory

firm). The Group has topped the Nielsen's Corporate Image Monitor 2014-15

and emerged as the Number one corporate, the 'Best in Class', for the third

consecutive year.

The Group's products and services offer distinctive customer solutions. Its 74

state-of-the-art manufacturing units and sectoral services span India, Thailand,

Laos, Indonesia, Philippines, Egypt, Canada, Australia, China, USA, UK,

Germany and Hungary. A premium conglomerate, the Aditya Birla Group is a

dominant player in all of the sectors in which it operates. Among these are

viscose staple fibre, non-ferrous metals, cement, viscose filament yarn, branded

apparel, carbon black, chemicals, fertilisers, sponge iron, insulators, financial

services, telecom, BPO and IT services.

Globally the group is:

No.1 in viscose staple fibre

The third largest producer of insulators

No.1 in carbon black

The fourth-largest producer of insulators

The fifth-largest producer of acrylic fibre

Among the top 10 cement producers globally

Among the best energy-efficient fertiliser plants

http://www.birlacarbon.com/

http://www.adityabirlainsulators.com/

http://www.ultratechcement.com/

http://www.adityabirlanuvo.com/indoGulf.php


Among the most cost-efficient aluminium and copper producers. The

fourth largest aluminium producer in Asia and the largest single location

custom copper smelter

The best energy efficient fertiliser plant

The largest Indian MNC with manufacturing operations in the USA,

wherein 95 per cent of the workforce comprises of Americans

Among the world's top 15 BPO companies and among India's top three

Beyond business

Reaches out annually to 7.5 million people through the Aditya Birla

Centre for Community Initiatives and Rural Development, spearheaded

by Mrs. Rajashree Birla.

Works in 5,000 villages globally.

Focuses on: health-care, education, the girl child, sustainable livelihood,

women empowerment projects, infrastructure and espousing social

reform.

Runs 42 schools which provide quality education to 45,000 children. Of

these 18,000 students belong to the underprivileged segment. Merit

Scholarships are given to 24,000 children from the interiors.

Its 18 hospitals tend to more than a million villagers.

Ongoing education, healthcare and sustainable livelihood projects in

Philippines, Thailand, Indonesia, Egypt, Korea and Brazil, lift thousands

of people out of poverty.

Set up the Aditya Birla India Centre at the London Business School.


Our Vision

To be a premium global conglomerate with a clear focus on each business.

Our Mission

To deliver superior value to our customers, shareholders, employees and society

at large.

Our Values

• Integrity

• Commitment

• Passion

• Seamlessness

• Speed

Cement

Grasim ventured into cement production in the mid-1980s, setting up its first

cement plant at Jawad in Madhya Pradesh and since then it has grown to

become a cement major. With the acquisition of the L&T cement business, it

increased its capacity to 31 million tpa. The complementary capacity of

UltraTech has further enhanced the competitive edge of the cement business.

Grasim's cement operations today span the length and breadth of India, with 11

composite plants, seven split grinding units, four bulk terminals and 10 ready-

mix concrete plants. All the plants are located close to sizeable limestone mines

and are fully automated to ensure consistent quality. All units use state-of-the-

art equipment and technology and are certified with ISO 9001 for Quality

Systems and ISO 14001 for Environment Management Systems. Leveraging the

strong equity and goodwill of the housemark, the company has a portfolio of

cement brands under the Aditya Birla Group logo. These include national


brands such as Birla Plus, Birla White and Birla Ready Mix, while also

nurturing some regional brands like Vikram Cement and Rajashree Cement.

UltraTech Cement has successfully migrated to the "UltraTech" brand after

acquisition. Grasim together with its subsidiary UltraTech will expand its

capacity by 14 million tpa through greenfield and brownfield projects. Grasim

will be setting up a four million tpa greenfield plant at Kotputli in Rajasthan

with a split grinding unit in Panipat. Yet another four million tpa brownfield

expansion has been planned at Sambhupura in Rajasthan with a split grinding

unit. UltraTech will set up a four million tpa brownfield expansion at Tadpatri

in Andhra Pradesh with a split grinding unit. An additional two million tpa

capacity will be created through 1.3 million tpa grinding unit at Dadri and

debottlenecking in Grasim and UltraTech.

These expansions will elevate Grasim to a 45.2 million tpa cement major.

Power capacity is being augmented through captive power plants being set up

with a combined capacity of 102 mw at four locations in Grasim and 142 mw at

two locations in UltraTech. Grasim is the largest producer of white cement in

India, with a capacity of 475,000 tpa. Branded as "Birla White", this division

manufactures world class white cement in a variety of textures and finishes. It

has applications in floorings and exterior wall finishes, apart from other

innovative uses. Rayon grade caustic soda is an important raw material in VSF

production. To achieve reliable and economical supply of this chemical, Grasim

set up a Rayon Grade Caustic Soda unit at Nagda in 1972 with an initial

capacity of 33,000 tpa. This has since grown to 190,800 tpa, making it the

country's second largest caustic soda unit.

The unit uses cost effective membrane cell technology and is 100 per cent self-

sufficient in power. For gainful utilisation of chlorine, the unit has expanded its

operations with the production of Stable Bleaching Powder (SBP) used in water

purification, sanitation and as a bleaching agent; Poly Aluminium Chloride

(PAC) used in water treatment, paper sizing and effluent treatment; and Chloro

Sulphonic Acid, used in vinyl sulphate, the raw material for dyes and

intermediates, saccharin, drugs and pharmaceuticals, etc.

Grey cement:

With a combined capacity of 13.12 million tpa, Grasim is among the largest

producers of grey cement in India. Its units are located at Jawad and Raipur in


Madhya Pradesh, Shambhupura in Rajasthan, Malkhed in Karnataka, Sikka in

Gujarat, and Reddipalayam in Tamil Nadu. All the plants are located close to

sizeable limestone mines and are fully automated to ensure consistent quality.

All units use state-of-the-art equipment and technology and are certified with

ISO 9001 for quality systems, and ISO 14001 for environment management

systems.

White cement:

Grasim is the largest producer of white cement in India, with a capacity of

475,000 tpa. Branded as Birla White, this division manufactures world-class

white cement in a variety of textures and finishes. It has applications in

floorings and exterior wall finishes, apart from other innovative uses.

Carbon Black

Birla Carbon is the largest manufacturer and supplier of high quality Carbon

Black additives globally, and a flagship business of the US $40 billion Aditya

Birla Group. Our current footprint extends across 15 countries with

17 manufacturing facilities, 4 decanting stations with a combined annual

production capacity of over 2 million tonnes. The acquisition of Columbian

Chemicals Co. by the Carbon Black Business of the Aditya Birla Group and

subsequent integration led to the formation of Birla Carbon, the Global Carbon

Black Leader. Now with manufacturing presence in each of the key markets of

Asia, Europe and the Americas, Birla Carbon delivers uniform product quality

and consistent experience worldwide.

Birla Carbon is an ardent practitioner of sustainable development. Our

sustainability aspects include employee safety, environmental stewardship,

efficient use of Carbon Black and a key focus on conducting operations in a

socially and ethically responsible manner. We are an environmentally conscious

supplier with concentrated effort on sustaining and improving the environment

through optimization of resources and reduction of emissions. All of our

locations comply with or go beyond all local, governmental and environmental

regulations.


Cement Major and Global leader in Viscose Staple Fibre

Grasim Industries Limited, a flagship company of the Aditya Birla Group,

ranks amongst India's largest private sector companies, with a consolidated net

revenue of Rs.293 billion and consolidated net profit of Rs.21 billion (FY

2014).

Grasim started as a textile manufacturer in 1948. Today its core businesses are

Viscose Staple Fibre (VSF) and Cement, contributing over 90 per cent of its

revenues and operating profits. It is also present in Chemicals which is

essentially a backward integration of VSF.

The Aditya Birla Group is the world’s leading producer of VSF, commanding a

16 per cent global market share. Grasim, with an aggregate capacity of 498 ktpa

has a global market share of 8 per cent. It is also the largest player in India in

Chlor Alkali with Caustic capacity of 452K TPA (which is used in the

production of VSF) in India.

Grasim entered into Cement business in 1985 with a capacity of 0.5 million tpa.

Over the years, through organic and inorganic expansions, the business has

grown multifold. Currently, Grasim’s subsidiary UltraTech Cement Limited

("UltraTech") has a capacity of 63.15 million tpa. Earlier, in July 2004, Grasim

acquired a majority stake and management control in UltraTech. One of the

largest-of-its-kind in the cement sector, this acquisition catapulted Grasim to the

top of the league in India. Subsequently, Grasim demerged its cement business

into UltraTech in July 2010. The merger has created the largest cement

company in India, providing a platform that will help in pursuing aggressive

growth going forward.

Grasim is implementing ambitious growth plans through capacity expansions in

VSF and Cement, which will further consolidate its leadership in both the

businesses.


Birla Sun Life Insurance Company ltd.

Established in 2000, Birla Sun Life Insurance Company Limited (BSLI) is a

joint venture between the Aditya Birla Group, a well-known and trusted name

globally amongst Indian conglomerates and Sun Life Financial Inc, leading

international financial services organization from Canada. The local knowledge

of the Aditya Birla Group combined with the domain expertise of Sun Life

Financial Inc., offers a formidable protection for its customers' future.

With an experience of over 10 years, BSLI has contributed significantly to the

growth and development of the life insurance industry in India and currently

ranks amongst the top 7 private life insurance companies in the country.

Known for its innovation and creating industry benchmarks, BSLI has several

firsts to its credit. It was the first Indian Insurance Company to introduce "Free

Look Period" and the same was made mandatory by IRDA for all other life

insurance companies. Additionally, BSLI pioneered the launch of Unit Linked

Life Insurance plans amongst the private players in India. To establish redibility

and further transparency, BSLI also enjoys the prestige to be the originator of

practice to disclose portfolio on monthly basis. These category development

initiatives have helped BSLI be closer to its policy holders expectations, which

gets further accentuated by the complete bouquet of insurance products (viz.

pure term plan, life stage products, health plan and retirement plan) that the

company offers.

Idea (Cellular Company)

Idea Cellular (commonly referred to as simply Idea, and stylised as !dea) is an

Indian mobile network operator based in Mumbai,Maharashtra. Idea is a pan-

India integrated GSM operator offering 2G,3G and 4G mobile services. Idea is

India’s third largest mobile operator by subscriber base. Idea has 182 million

subscribers as of 31 December 2015.

During its inception in 1995, Aditya Birla Group, Tata Group and AT&T

Wireless each held one-third equity in the company. Following AT&T Wireless'

merger with Cingular Wireless in 2004, Cingular decided to sell its 32.9% stake

in Idea. This stake was bought by the remaining two stakeholders equally Tata

forayed into the cellular market with its own subsidiary, Tata Indicom,

a CDMA-based mobile provider and in April 2006, Aditya Birla

Group announced the acquisition of the 48.18% stake held by Tata Group at

INR 40.51 a share amounting to INR 44.06 billion with 15% of the stake

acquired by Aditya Birla Nuvo and the remaining by Birla TMT holdings


Private Ltd. both AV Birla family owned companies. Malaysia

based Axiata bought a 19.96% stake in the company in 2009.

Fashion

Aditya Birla Group sells in-house and other branded apparel via brick-and-

mortar and online stores. The group's firm Madura Fashion & Lifestyle sells in-

house brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England

and People via the website Trendin.com.

The group ventured into niche target and select portfolio apparel in October

2015 with Abof.

Financial Services

Aditya Birla Financial Services Group (ABFSG)

Aditya Birla Financial Services Group (ABFSG) is the umbrella brand for all

the financial services business of The Aditya Birla Group. ABFSG ranks among

the top 5 fund managers in India (including LIC) with an AUM of USD 23

billion. Having a strong presence across the life insurance, asset management,

lending (excl Housing), housing finance, equity & commodity broking, wealth

management and distribution, online money management portal – Aditya Birla

Money MyUniverse, general insurance advisory and private equity and health

insurance businesses. ABFSG is committed to serve the end-to-end financial

services needs of its retail and corporate customers. In FY 2013-14, ABFSG

reported consolidated revenue from these businesses at just under ₹ 7,000 crore

and profits of about ₹ 750 crore. Anchored by over 14,000 employees and

trusted by over 60 lakh customers, ABFSG has a nationwide reach through

1,500 points of presence and about 1.3 lakh agents / channel partners.


BIRLA WHITE

UltraTech is India's largest white cement manufacturer. UltraTech manufactures

white cement under the brand name — Birla White.

Birla White, UltraTech Cement’s brand that is synonymous with white cement,

celebrated its 25th anniversary at its Kharia Khangar (Rajasthan) plant on 11

April 2013. Over the years, Birla White has consistently expanded its product

portfolio and strengthened quality. Today, it makes and markets several surface

finishing options such as WallCare Putty, Textura, Glass Reinforced Concrete

and Levelplast. Looking ahead, its aim is to become a globally benchmarked

organisation in white cement through value-added products, continued focus on

quality and customer delight. The brand also plans to reach projected revenues

of Rs 3,000 crore by 2015-16.

Birla White has one of the largest white cement plants in South East Asia, with

an installed capacity of 560,000 TPA, and among the most technologically-

advanced in the world. Commissioned in 1988 with a capacity of 80,000 TPA,

the plant has expanded over a period of time by the debottlenecking of existing

equipment, technology upgradation, modernisation and the commissioning of

Line-II in 1997.

UltraTech Cement has a strong global presence in the developed European and

fast-growing Asian markets with exports to 26 countries. To cater to the

growing market, Birla White recently commissioned a manufacturing facility

for WallCare Putty at Katni, Madhya Pradesh, with a production capacity of 4

lakh MTPA. With this unit, Birla White will be able to efficiently service the

markets in central, west and south India, improve product availability, and

create a dominant position in the market.

Birla White is a critical component in wall finishes such as Grit Wash,

Stonecrete and Tyrolean. It is also the main ingredient in the application of

mosaic tiles and terrazzo floorings.

The range of unique stand-alone products that Birla White has introduced

includes Wallcare putty, Levelplast, Textura, GRC and Kool-n-Seal.


PRODUCTS OF BIRLA WHITE


Birla White Wall Care Putty

The elegant décor of your home can easily be marred by the eyesore of flaking,

ruining even the expensive coat of paint on your walls. Birla White Wallcare

Putty offers you total protection against flaking. Its superior quality makes it the

only putty in India to meet global standards (HDB, Singapore). As white

cement-based putty, it binds strongly with the base plaster, even if the surface is

damp, and forms a protective base. It fills up the fine pores in the walls and

ceiling, giving you a smooth and dry surface for painting on. With an effective

protection against flaking, you are assured of a good looking home for years

to years.

Areas of Application of Birla White Wallcare Putty:

Ideal for finishing and decorating exterior and interior walls of all kinds.

Can be used on fresh and old-painted walls (after removing the existing paint

and base coat)

It's perfect for homes, offices, bungalows, outhouses, farmhouses, stadiums,

shopping malls, technology parks, educational institutes, airports, railway

stations, theatres, exhibition halls, flyover walls etc.

Benefits:

o Protection to Expensive Paints

Birla White Wallcare Putty becomes a part of the wall plaster when applied

on the wall. Its water-resistant property ensures that the paint doesn't flake off

even if the walls are damp, ensuring a long life for your expensive paints.

o

o Getting a proper line and level surface

Birla White Wallcare Putty Coarse (Matt Finish - MF) applied in thicker coats

(5 - 15 mm) covers up the undulations on the plastered surface. It fills up the

minor cracks/crevices in the plastered wall and provides an even levelled

surface.

To make the surface absolutely smooth, two coats of Birla White Wall Care

Putty Smooth Finish - SF is recommended over the coarse coat. When the


paint is applied on such a levelled wall, the results are obviously stunning. It

also brings out the true tone/shade of the paint as it's made of white cement.

o

o Best value for money

Birla White Wallcare Putty doesn't need a paint primer for paint application,

which makes it highly economical as compared to conventional putty, POP

and acrylic putty. What's more, it reduces paint consumption by 25-30% being

smooth, durable and less absorbent as compared to conventional options.

Other factors that help save you money are its high coverage and ease of

application attributes.

o

o Suitable for both internal and external walls Birla White Wallcare Putty is the first cement-based putty in India, which is

suitable for both internal as well as external walls. If applied on external

walls, it fills minor cracks/crevices in the wall surface and helps reduce

seepage.

Specifications:

Product Specifications - Wallcare Putty - Smooth Finish " SF"

PROPERTY Wallcare Putty

- SF

As Per HDB (Housing

Development Board),

Singapore for reference

1. Tensile Adhesion Strength

(N/MM2) @ 28 Days > 1.0 >=0.8 N/MM2

2. Compressive Strength

(N/MM2) @ 28 Days > 9.0 7-12 N/MM2

3. Setting Time (Minutes) - Initial

Final

=> 100

=< 500

< 360

< 500

4. Water Absorption Coefficient -

Kg/M2.H1/2 < 1.0

5. Water Capillary Absorption

(ML) @ 24 Hrs. 0.8

6. Water Retentivity % > 98 > 95


Birla White Textura

Style doesn't stop just at the look of your walls, but extends even to its feel.

Birla White Textura, manufactured using state-of-the-art technology, offers a

variety of exquisite textures for your walls. What's more, Birla White Textura

also offers protection for your walls from weathering. It's more economical as

compared to acrylic based finish, as there's no need to apply primer. Birla White

Textura is available in two varieties - Spray Roller Finish (RF), which is ideal

for interiors, and Trowel Finish (TF), which is best-suited for external walls.

Application:

Ideal aesthetic/decorative coating for exterior and interior walls of all

kinds.

It’s perfect for homes, offices, bungalows, outhouses, farmhouses,

stadiums, shopping malls, technology parks, educational institutes,

airports, railway stations, theatres, exhibition halls, flyover walls etc.

Benefits:

Highly durable textured wall finish

Being white cement based, Birla White Textura is highly compatible with

plastered/concrete wall surfaces. After application, it becomes a part of the

wall plaster, and this strong bonding makes it all the more durable as

compared to acrylic textures. It is also highly UV resistant as compared to

acrylic textures, which makes it resistant to cracks and flaking.

Flexibility to use any paint on the texture Without scrapping the textured coat, any kind of decorative wall paint can be

applied over it.

Provides the best value for money Birla White Textura gives you a host of benefits at a very competitive price.

When it comes to decorative wall finishing, it offers you the best value for

your money.


Specifications:

Product Specifications - Textura

Technical Specifications of Birla White Textura - Roller Finish (RF)

Physical State Ready to use dry mix powder

Pot Life Approx. 2 Hrs.

Surface Hardness 3-4 N

Maximum Thickness

of the Texture 2.5 mm

Coverage on

Smooth Surface 6-8 sq.ft. / kg.

Drying Time 2-3 hrs., may vary due to change in temperature and humidity

Technical Specifications of Birla White Textura - Trowel Finish (TF)

Physical State Ready to use dry mix powder

Pot Life Approx 2 Hrs.

Surface Hardness 3 - 3.5 N

Maximum Thickness

of the Texture 2 - 3 mm

Coverage on

Smooth Surface 4 - 5 sq.ft. / kg.

Drying Time 2-3 hrs., may vary due to change in temperature and humidity


Birla White Level Plast

Give your walls the distinction of a smooth and glossy finish with Birla White

Levelplast. This water-resistant, white cement-based product is perfect for

levelling concrete/mortar walls and ceilings especially when there are major

undulations. It fills up the fine pores of concrete/mortar walls and ceilings to

give a white, smooth and dry surface for painting. A superior substitute for POP

and Gypsum, it possesses more adhesive strength and durability, while

increasing the life of your paint. This ensures your walls look freshly painted,

even after many years.

Application:

Remove all loosely adhering material and greasy material with a

brush/emery stone and wash with water.

Mark the undulations with the help of a leveler, and moisten the

plastered surface before applying the Levelplast mix.

Add clean water to the Levelplast and mix thoroughly with the help of

mixing blade/stirrer. The quantity of water should be 25-30% for

undulations below 10 mm, and 30-35% for finishing coat (2-3 mm

levelling).

It is recommended that undulations above 6 mm be done in two steps

instead of one go.

Check the level and apply Levelplast in patches with the help of a

trowel, uniformly in upward directions, to give a patching coat.

After the patching coat, apply a uniform coat on the entire wall with the

steel/aluminium trowel. It is advisable to keep 4 to 6 hour gap between

two coats depending on climatic conditions

Apply a finishing coat of Levelplast up to 1 mm to reduce the

undulations and leave the surface to dry overnight.

It is highly recommended to apply a coat of Birla White Wallcare Putty

to get a smooth and glossy finish.


Benefits:

Superior Bonding: Birla White Level plast bonds well with the grey-cement

plastered surface, which makes sure the wall finish lasts as long as the grey

cement plastered surface is intact.

Durable: It provides breathability to walls by allowing the entrapped

moisture to evaporate and makes the wall finish highly durable.

User-friendly: Level plast gives you the convenience of drilling/cutting on

the surface even after the application.

Saves Labour and Time: After the application of Level plast, the wall is

ready for painting in just 24 hours. Also, no primer is required over the

finished surface before painting.

Long Lasting: It does not flake/peel-off/swell, when it comes in contact with

moisture, and enhances the life of expensive paints.

Specifications:

Product Specifications - Levelplast

Parameters Results

Tensile Adhesion @ 7 days (N/ MM2) for various thickness

6mm 0.75 - 0.90

8mm 0.65 - 0.85

12mm 0.60 - 0.70

Water Absorption @ 7 days (ML in 30 Minutes)

WA 0.40 - 0.60

Whiteness-% (HW) 93.1

Pot Life ( minutes) 25-35

Water Demand -% 25-30

Setting time by vicat apparatus (Minutes)

Initial IST

Final FST

08-12

18-22

Thickness (Levelling in one stroke) mm 6-8

Finishing Good

Moulding Property Good

Comp. Strength (N/ MM2) - 28days 17-25

Mixing Stirrer Mixing

1st Coat (up to 6mm) Ok

2nd coat (up to 6mm) Ok

Wastage % 1 to 2

Application on Ceiling Yes

Sag Resistance Yes

Chalking No


Birla White Cement

Birla White Cement takes artistic expression in architectural design to the next

level. A product of the most advanced technologies and manufacturing

processes, it offers a pristine white canvas for crafting architectural elegance. Its

exceedingly high refractive index and high opacity imparts brilliant lustre and a

smooth finish to surfaces, even when blended with pigments. It offers the

freedom to create designs with a wide palette of colours, textures, shapes and

sizes. Birla White is the preferred white cement for decorative paints, plasters,

Mosaic tiles, Terrazzo flooring and white cement based value-added products.

Application: (Floor)

Designer flooring from Birla White makes your floor space a personal

work of art. With marble powder, coarse aggregates and cast at site with a

mixture of Birla White Cement, you have the freedom to recreate

anything you want, from paintings to unique patterns. The addition of

glass, metal, stone/plastic dividing strips, coloured mortar mixes and

colour pigments can further enhance the appeal of your floor. Once laid,

the floor can be mirror-polished to get a perfect gloss. Just the perfect

touch to elevate the ambience of your home.

Mosaic tiles create a rich tapestry of designs on the floor with small

pieces of coloured enamel glasses or marble chips inlayed in cement.

Manufactured in hydraulic presses under controlled conditions, these tiles

are durable, dense and water-tight, and boast of a hard-to-wear surface.

Birla White Cement is the perfect base for making mosaic tiles,

brightening the colours and imparting inherent strength. They are perfect

for homes, hotels, swimming pools and any other place that could use a

touch of style.

Exterior floors play just as important a role in creating an avant-garde

look as interior floors. Paver tiles made with Birla White are perfect for

such applications with a wide variety of colours and designs. What's

more, they are strong and durable; perfect for floor applications exposed

to a lot of wear. Another significant advantage is that they can easily be

repaired or replaced at a fractional cost of what you would incur in case

of concrete floors.


Though marble stone is naturally white and elegant, it's also translucent

and porous in nature. If marble is laid on a grey cement base, it starts to

look dull and grey, losing its aesthetic charm. An effective wayto prevent

this is to lay it on a thin layer of Birla White Cement in the form of slurry.

This acts as a white separator reflecting 100% light and preventing the

grey cement from penetrating through and ruining thelook of your

marble.

Application: (Walls)

The exterior walls of your home can get an elegant stone finish with Birla

White Stonecrete. This is a white cement plaster with an Ashlar stone

finish, and offers a wide range of colours and textures to choose from. It's

a cost-effective option to natural stone cladding for exterior surfaces. It

also offers the advantages of being weather-resistant, long-lasting and

low on maintenance. All it takes to prepare a perfect mix is one part of

Birla White Cement and one part of coarse dolomite powder/quartz sand.

Pigments could be added to get the desired shade. After applying on the

walls, the surface should be levelled and cured for two days. In addition,

the surface needs to be chiseled to give it the exquisite Ashlar stone

finish.

If you want a rough and tough finish, Grit Wash is the right choice for

you. Better known as Exposed Aggregate Plaster, this hardy decorative

finish can easily withstand harsh weather conditions. A mortar of Birla

White Cement, dolomite powder and chips in a ratio of 2.5:1:6 is perfect

for Grit Wash. Before the application, the surface should be levelled with

a float. After an initial setting of 1-2 hours, the Grit Wash surface should

be scrubbed gently with a nylon brush and water to remove the cement on

top of the chips and to expose the aggregates.

Tyrolean is a decorative finish, suitable for both interior and exterior

walls. Available in various colors, its textured sand-face finish gives the

wall an attractive look. Also, it's an economical, long-lasting and

maintenance-free plaster. For Tyrolean plastering, mix three parts of Birla

White Cement with one part of marble powder and one part of coarse

white sand or fine grains of marble chips. Add color to get the desired

shade, and apply two coats. When the surface is completely dry, a coat of

silicon should be applied to keep it dust-free.

Birla White Cement Wash imparts a durable lustrous matt finish to walls.

It also acts as a primer coat for decorative paints, filling up minor cracks

and crevices. Ideal for interior as well as exterior walls, it can be easily

applied by using a brush or spray. That's why, it's the most preferred one

amongst painters and masons. Birla White Cement Wash is also


economical as compared to other options, which makes it perfect for

commercial complexes, government offices and educational institutions

or any other place, where there's a budget constraint.

Cement Paint protects as well as beautifies exterior walls from harsh

weather conditions. It is durable, economical and comes in a variety of

shades. Birla White enhances the cement paint's lustre and brings out the

pigment's true colours. What's more, its low alkaline content prevents

fading. For a perfect composition, add one part of water to two parts of

cement paint and stir well to get a consistent paste. Add one more portion

of water of the same quantity. Stir and apply on the prepared surface.

Cure the surface with water for 2-3 days to get a perfect finish.

Specifications:

Product Specifications - White Cement

Characteristics IS:8042.1989 Requirem

ent Birla White

1

. Chemical

Normal Ran

ge

Averag

e Test

Result

Value

a.Insoluble Residue %

b.Iron Oxide %

c.Magnesium Oxide %

d.Sulphur Trioxide %

e.Lime Saturation Factor

f. Loss of Ignition

Max. 2.0

Max. 1.0

Max. 6.0

Max. 3.5

Min. 0.66 - 1.02

-

Max. 1.0

Max. 0.27

Max. 2.5

Max. 3.5

0.86 to 0.91

<3.0%

0.60

0.24

1.80

3.20

0.90

2.0

2

. Physical

a. Degree of Whiteness %

ISI Scale

Hunters Scale

b. Fineness (Blaine) M2/KG

(Specific Surface)

c. Setting Time (Minutes)

1.Initial

2.Final

d. Soundness

1. Lechateliers Method

2. Autoclave expansion %

e. Compressive Strength

(Cement and Std. Sand Mortar

1:3)

1. 3 days

2. 7 days

3. 28 days

f. Retention on 63 micron sieve %

Min. 70

-

Min.225

Min.30

Max.600

Max. 10

Max. 0.8

Min. 14.4

Min. 19.8

Min. 29.7

Max. 2.0

Min. 87

91 to 91.8

380 to 410

Min.60

Max.140

Max. 1.5

Max. 0.15

Min. 35

Min. 45

Min. 55

Max 1.5

88+

91+

390*

90

120

1.0

0.08

40

48

60

0.80


COMPETITORS


MY WORK AT BIRLA WHITE MARKETING CENTRE

“Brand Awareness Analysis – Company vs Competition for Birla White

Cement and Birla White Wall Care Putty”

According to my topic of training, my main task was to prepare questionnaires

about brand awareness and customer satisfaction for White Cement and Putty

Retailers, Paint Contractors, Architects and Builders in Jodhpur. And to interact

with all of them and convince them to fill the questionnaire.

In first phase, I visited retailers and talk to them about the brand and the

problems which are being facing by them. What are their views and thinking

toward Birla White and what type of customer they focus more. I visited more

than 100 White Cement/Putty retailers, and almost everyone gave good and

positive response towards my work. They filled questionnaire and mentioned

their problems and benefits in context of brand.

In second phase, I interacted with Paint Contractors and Painters in Jodhpur. In

this work my main task was to interact with Painters and Paint Contractors and

talked to them about their benefits and problems if they using Birla White Wall

Care Putty. If they do not using Birla White Wall Care Putty than I had to

mentioned the reasons behind this. And the best part of this survey is that every

Painter and Paint Contractor is extremely satisfied with this brand and everyone

talked to me very nicely and gave me positive response towards the survey.

In third phase, I interacted with Architects in Jodhpur. For this, I was not given

any databases of Architects in Jodhpur, so first of all I gathered some databases

of Architects from Justdial.com and from other people. I called them and fixed

my meeting with them. But only few architects gave me time for my work. Very

few Architects gave positive responses towards my survey. I talked to almost 50

Architects in Jodhpur but out of them only 12 surveys were successful, rest of

the Architects didn’t gave me time for that.

In fourth phase, I talked to Builders in Jodhpur. I was not given any databases

of Builders in Jodhpur, so first of all I gathered some databases of Builders from

Justdial.com and from other people. I talk to almost 40-50 Builders and only 20

out of them were successful. To interact with builders, I visited various


construction sites in Jodhpur, but the problem was that, builders was not there at

their sites. Only few builders met me there on sites.

Objectives of Training:

Measurement of Satisfaction level of Retailers with Birla White

brand, on parameters important to them.

Identify benchmark brands which have a lasting Impression on

Retailer’s mind on each of the important parameter…

To find out attitude of Retailer towards various White Cement and

Putty brand.

To know the Retai le r ’s sugges t ion towards the brand.

To measuring the satisfaction level of Painters and Paint Contractors

towards Birla White Wall Care Putty.

To find out the problems arises while using Birla White Cement and

Putty.

To measuring the satisfaction level of Builders and Architects towards

Birla White.

To find out the attitude of Architects and Builders while dealing with this

brand.


SURVEY FROM WHITE CEMENT/PUTTY RETAILERS

Who is Retailer?

The word retailer has been derived from the French word “Retail” which

means to sell in small quantities, rather than in gross. A retailer is a person

who purchases a variety of goods in small quantities from different

wholesalers and sell them to the ultimate consumer. He is the last link in the

chain of distribution from the producer to the consumer.

How Retailer gets finished goods?

Raw Material

Suppliers

Manufacturer

Distributors

Retailers


“Questionnaire for White Cement/Putty Retailers”

Date:-

Questionnaire

1. Name of the Retailer______________________________________

Address_______________________________

2. How many Cement/Putty brands do you aware about?

a.___________ b. ___________

c. ___________ d. ___________

e. ___________ f. ___________

3. Do you have white Cement/Putty for sale at your shop?

Yes. No.

a). White Cement ( ) ( )

b). Putty ( ) ( )

4. If yes, than which brand do you have?

a. Birla wall care ( )

b. JK White ( )

c. Asian Paint Putty ( )

d. Nerolac Putty ( )

e. Other________________

5. Preference Rate? Rate following 1 to 5. (1.Strongly disagree 2.Disagree 3. Neutral 4.

Agree 5. Strongly agree)

a. Price ( )

b. Profit ( )

c. Brand Name ( )

d. Schemes ( )

e. Quality ( )

6. How much quantity do you purchase?

a. More than 5 tons

b. 3 to 5 tons

c. 1 to 3 tons

d. Less than 1 ton


7. Your clients:-

a. Painter ( )

b. Builders ( )

c. Contractor ( )

d. Individuals ( )

8. Which sales promotion tool have you received?

a. Free calendar/Diary

b. Free key chain/Pen

c. Flex Board

d. Credit for few days

e. Lucky draw coupons

f. Any other______________

9. Have you faced any of following problems with brand of Cement/Putty?

a. Quality

b. Torn bags

c. Other problem______________________

d. No. problem

e. If yes, how it was resolved___________________________________

10. How satisfied are you with the present brand in following respect?

Factors Ultratech

(Birla

White)

JK Asian

Paints

Berger Other

Brands

Quality

Price

Availability

Packaging

Sales

Promotion

tools

11. What are your suggestions for existing product or brand??

a.___________________________________

b.___________________________________

c. __________________________________


SURVEY FROM PAINTERS AND PAINT CONTRACTOR

I talked to more than 60 Painters, almost all the Painters and Paint Contractor

use Birla White Wall Care Putty before painting the wall and are totally

satisfied with the brand.

“Questionnaire for White Cement/Putty Retailers”

Date:-

Questionnaire

1. Name of the Paint Contractor__________________________________________

Address________________________________________________

2. No. of years in business?

a. Less than 5 years

b. 5-10 years

c. More than 10 years

3. Area of Putty/Cement Application.

a. _______________________

b. _______________________

c. _______________________

4. Do you think using putty reduces the amount of paint required?

a. If yes, ______________________________________________________

b. If no, _______________________________________________________


5. Which brands of putty are you aware of?

a. _______________ b. __________________

c. _______________ d. __________________

6. Do you recommend using putty before paining? If yes, than which?

a. If yes_______________________________________________

b. If no________________________________________________

7. Is Birla White Wall Care Putty is better than other available putty brands?

a. If yes,_______________________________________________

b. If no,________________________________________________

8. What is the rate of preference? Rate following 1 to 5. (1= Strongly Disagree, 2=

Disagree, 3= Neutral, 4= Agree, 5= Strongly Agree)

a. Price ( )

b. Profit ( )

c. Brand Name ( )

d. Schemes ( )

e. Quality ( )

9. Have you faced any of following problems with brand of cement?

a. Quality

b. Torn bags

c. Other problem_____________________________

d. No. problem

e. If yes, how it was resolved_________________________________________

10. What are the best parts of Birla White Putty?

__________________________________________________________


11. Your existing Contract/Site.

__________________________________________________________

12. What are your suggestions for existing product or brand?

a. _______________________________________

b. _______________________________________

SURVEY FROM ARCHITECTS

Who is Architect?

An Architect is a person who plans, designs, and oversees

the construction of buildings. To practice architecture means to provide

services in connection with the design and construction of buildings and the

space within the site surrounding the buildings, which have as their principal

purpose human occupancy or use .

I talk to almost 50 Architects but only 12 of them were successful and

gave me time towards my survey.


“Questionnaire for Architects”

Date:-

Questionnaire

1.Name of the Architects__________________________________________

Address________________________________________________


c. Less than 5 years

d. 5-10 years

e. More than 10 years

3. Do you recommend customers to use Cement/Putty?

f. Yes ( )

g. No ( )

If yes, ____________________________________________

If no, _____________________________________________

4. Which Cement/Putty brand you prefer most?

h. Birla White cement ( )

i. JK White Cement ( )

j. Asian Paints Wall Putty ( )

k. Nerolac Wall Putty ( )

5. Have you ever use Birla White Wall Care Putty?

l. Yes ( )

m. No ( )

If yes, ____________________________________________

If no, _____________________________________________


6. What is the rate of preference? Rate following 1 to 5. (1.Strongly Disagree 2.Disagree

3. Neutral 4. Agree 5. Strongly Agree)

n. Price ( )

o. Profit ( )

p. Brand Name ( )

q. Schemes ( )

r. Quality ( )

7. Have you faced any of following problems with brand of Cement/Putty?

a. Quality

b. Torn bags

c. Other problem______________________

d. No. problem

e. If yes, how it was resolved___________________________________


Factors Ultratech

(Birla

White)

JK Asian

Paints

Berger Other

Brands

Quality

Price

Availability

Packaging

Sales

Promotion

tools

9. What are the best parts of Birla White Putty?

________________________________________________________________

10. Your existing contract/site.

________________________________________________________________


a.___________________________________

b. __________________________________


SURVEY FROM BUILDERS

During the survey from Builders, I talk to more than 40 builders in Jodhpur but

on 20 of them are successful and gave me positive responses towards my survey

and filled the questionnaire. I visited few construction sites to meet more

builders for this.

“Questionnaire for Builders”

Date:-

Questionnaire

1. Name of the Builder______________________________________

Address_______________________________


a. Less than 5 years

b. 5-10 years

c. More than 10 years

3. How many white Cement/Putty brands do you aware about?

a.___________ b. ___________

c. ___________ d. ___________

4. Which Cement/Putty brand you prefer most

a. Birla White ( )

b. JK White ( )

c. Asian Paints Wall Putty ( )

d. Nerolac Wall Putty ( )


5. Reasons for preference (Benefits of Product or Brand)

a. ______________________________________

b. ______________________________________

c. ______________________________________

6. From which suppliers you receive your product?

a. ___________________________

b. ___________________________

7. What is the rate of preference? Rate following 1 to 5. (1.Strongly Disagree 2.Disagree

3. Neutral 4. Agree 5. Strongly Agree)

a. Price ( )

b. Profit ( )

c. Brand Name ( )

d. Schemes ( )

e. Quality ( )


Factors Ultratech

(Birla

White)

JK Asian

Paints

Berger Other

Brands

Quality

Price

Availability

Packaging

Sales

Promotion

tools


9. Have you ever use Birla White Wall Care Putty at any site. And will you recommend

others to use it?

a. If yes,_______________________________

b. If no,________________________________

10. Your existing contract/site.

________________________________________________________________


a.___________________________________

b. __________________________________

c.___________________________________


FINDINGS OF MY STUDY (ANALYSIS & INTERPRETATION)

Analysis & interpretation is one of the most important step in

the research procedure . The success or fa i lure o f the research

la rgely depends on how successfully the analysis & interpretation is

done.

M a k e d a t a m e a n i n g f u l w e c l a s s i f y t h e d a t a a c c o r d i n g t

o d i f f e r e n t variables to make it tabulation is done of the classified

data main purpose of tabulation is done of the classified data main

purpose of tabulation is to know the frequency of response. it helps

to develop relationship between the data &also to compare the data.

This whole thing is called analysis of data.

N e x t s t a g e a f t e r a n a l y s i s o f d a t a i s t o i n t e r p r e t t h e a n a

l y z e d d a t a . In terpreta t ion means what does the analys is

means & on the bas is of that to determine cause & effect

relationship. In short, interpretation means to give meaning to overall

analysis.

RETAILERS

Q1. Do you have White Cement/Putty at your Shop?

0

10

20

30

40

50

60

70

80

Retailer

Putty

White Cement

Both


INTERPRETATION:

There are 70 retailers out of 100 who have White cement in their shops.

There are around 45 retailers out of 100 who have both White Cement

and Putty in their shops.

Q2. Which Brand do you have at your shop?

INTERPRETATION:

There are 45% retailers who have Birla White brand in their shops.

There are 35% retailers who have J.K. in their shops.

And there are 20% retailers who have both the brands in their

shops..

Birla white 45%

J.K 35%

Both 20%

Retailer


Q3 How Satisfy are you with brand in respect of Quality?

INTERPRETATION:

62% retailers are fully satisfy with the Birla White brand in respect

of quality.

In same context there are only 37% retailers and 1% who are

satisfy with other brands.

Analysis from Retailers (Problems and Benefits):

100% retailers sales White cement and out of them 80% sale

Birla White Cement.

Out of 100% White cement retailers, 60% also sale Putty.

Out of 60% of Putty Retailers, more than 50% sale Birla White

Wall Care putty.

The main problem with the retailers toward Birla White is that,

according to them there is no fix price of Birla White Wall Care

Putty in the Market. Dealers sales different prices to different

retailers

Birla 62%

J.K 37%

Others 1%

Retailer


2nd

problem is that there is no meeting conducted yet by Birla

White for Retailers or Birla White Cement and Putty.

3rd

problem is that, there is no free promotional tools are yet

provided my Birla White Ltd. To any retailers of them.

Still they keep products of Birla white in stock of its quality.

Suggestions from Retailers:

According to retailers, there should be a fix price of White

Cement and Putty for all the retailers and Painters in the

market.

Birla White Ltd. Should conducts monthly meetings with its

retailers for direct interactions so that, retailers can easily

share their views and problems with company.

Birla White Ltd. should provide some free promotional tools

like; Pen, Flex Banners, Dairy to retailers just to attract more

customers.

There should be more dealers of Birla White in the market.

Currently there is only 2 dealers of Birla White in Jodhpur.


PAINTERS

Q1. Which brand of putty you recommend to use before paint?

INTERPRETATION:

95% Painters/Paint Contractors recommend Birla White Putty to use

before paint.

3% recommend J.K. and remaining 2% recommend other brands in same

context.

95%

3%

2%

Birla

J.K

Other


Q2. Have you faced any problem with the brand in respect of quality?

INTERPRETATION:

According to my survey out of 61 surveys I did, 58 painters did not

have any type of problem with Birla White.

And only 3 painters had some type of problems which they already

resolved.

Analysis from Painters & Paint Contractors (Problems and Benefits):

Painters and Paint Contractors are also fully satisfied with

the Birla White Wall Care Putty.

Almost every painter applies Birla White Putty before

painting.

There is no problem with the painters towards Products

of Birla White Ltd.

According to them the best part of Birla White Wall Care

Putty is that, More Whiteness and good shining in

compare to others.

It covers large area on walls and gives good finishing.

0

10

20

30

40

50

60

Problem No Problem

Column1 3 58

Axi

s Ti

tle


Suggestions from Painters and Paint Contractors:

According to painters, there should be low price of Birla

White Wall Care Putty in compare to other brands.

Birla White Ltd. Should conducts regular meetings of

painters in context of Birla White Putty just to know that

what type of problems, painters dealing with.

ARCHITECTS

Q1. Which brand you prefer most?

INTERPRETATION:

41% architects prefer Birla White to use in their work.

30% architects prefer J.K.

And 29% prefer both the brands they give equality to both and find no

difference in respect of quality.

Birla 41%

J.K 30%

Both 29%


Q2. Have you ever use Birla White Putty?

INTERPRETATION:

All the surveys from architects I did, had used Birla White Wall

Care Putty in their work.

Q3. How satisfy are you with brands in respect of quality

12

0

Yes

No

Series 1

0

1

11

Other J.K Birla


INTERPRETATION:

Almost all the architects is fully satisfied with the brand in respect

of its quality.

Expect only 1 architect is not that much of satisfy.

Analysis from Architects (Problems and Benefits):

Almost every architect is fully satisfied with the brand.

And every architect uses Birla White Wall Care Putty in

their work. Expect some architect, because they uses that

product white customer want.

Architects also recommend Birla White Wall Care Putty

to their customer for good finishing and shining in work.

But still there are some architects who do not uses Birla

White Wall Care Putty in their work.

Architects had to mention their existing contract/site and

the best part of Birla White Wall Care Putty.

Suggestions from Architects:

Only 1 or 2 architects gave suggestions towards this

survey.

According to them, there should be regular meeting

conduct by Birla White Ltd.

There should be good attitude of dealers towards retailers

and architects.

Price should be low in compare to other brands.

Birla White Ltd. Keeping its best quality in this segment.

There should be some registered retailers of Birla White

Ltd.

Birla White Ltd. Should provide free promotional tools to

retailers and architects.

Birla White should directly interact with their customers

like, Architects, Retailers, Painters and Builders.


BUILDERS

Q1. Which brand of White Cement you prefer most?

INTERPRETATION:

70% builders prefer Birla White Cement in their work.

10% builders prefer J.K. and 20% builders prefer other brands of white

cement.

Q2. How satisfy are you with brands in respect of quality?

Birla 70%

J.K 10%

Other 20%

Birla 90%

J.K. 10%

Others 0%


INTERPRETATION:

90% builders are fully satisfied with the brand Birla White Cement.

And 10% are satisfied with J.K.

Analysis from Builders (Problems and Benefits):

All the builders I met, is fully satisfied with Birla

white cement.

Some builders ask customer before using Birla white

cement and some of them directly use this at their site

because of its quality.

And some builders recommend customer to use Birla

white cement in their work.

The only problem that is builders facing during

purchase of Birla white cement is that, retailers set

different prices.

I also found in my study that, very few builders have

fix retailer/dealer, otherwise everyone purchase

product from shops whichever is near to their site.

I visited few construction site and met with the

builders and asked them for their contact details but

they were not feel safe to share their contact details

with me.

Suggestions from Builders:

Very first suggestion from builders is that, there

should be registered retailer.

There should be regular/monthly meeting conduct by

Birla White Ltd. In context of builders.


SWOT ANALYSIS

STRENGTH:

A st r ing brand image i s the b igges t s t rength of Bir la whi te-

Bi r la whi te i s positioned in the minds of consumers in such a way

that it reflects the strength of quality.

Retailer scheme provide a competitive advancement to Birla white.

Distribution is a key to success-cement and wall care putty is a bulky

product involving cos t of t ransporta t ion . To avoid unnecessary

cos t . Bir la whi te has unique d is t r ibut ion sys tem.

Most of all quality is the key to success and Birla white brand maintain quality

and i t i s ce r t i f ied l ike ISO 9001, ISO 14001, OHSAS 18001 and

SA 8000standards.

Painter token scheme and cash discount also make Birla white more

popular and retailer and painter get benefit of scheme.

Promot ion a lso a factor which a ffects sa t i s fact ion level and

Bi r la whi te do promotion so effectively they provide displays to the

retailers which lead or promote the product.

Any product can reached in the market by retailer and company should solve

the problems of retailers for that purpose Birla white does

painter/retailer/engineer meet which enhance satisfaction level.

Technical assistances cell also strength of Birla white but only few

retailers know about this cell.

Timely delivery of the products form distributors to retailers also make Birla

white stronger in this field.

The packaging of the products is also better than all other brands.

WEAKNESS:

The only weakness of Birla white is that company has suffers in some

way because of local brand which are low cost.


There is also one other weakness is that, Birla white don’t conduct regular

meetings for Retailers, Painters and Builders.

Because of the distributors of products of Birla White, retailers doesn’t get any

free promotional tools.

OPPORTUNITIES:

Birla white have good opportunity in wall care putty and white cement

Birla white wall care putty , people are now aware with the putty benefits and

they are purchasing it.

It has also good opportunity in all the white cement based products like, Birla

White Textura, Level Plast, and Cement Wash.

Threats:

Birla white is having the highest share in the market. Hence, company

does not suffer from any threat competitors or foreign companies coming in

India. But only threat is competition between retailers.


FINDINGS

Birla white have excellent quality and retailers are satisfied with the quality and

no competitors have such quality like Birla white.

Birla white have good quality but price is little high than other local

competitor l ike Berger , Nipon, Asian, JK White etc.

In Birla white retailers get low margin in wall care putty and local

brand gave retailer high margin, so they promote the local brand but Birla

white have good brand image in the mind of customer and retailer have

faith on it because of quality.

Promotion in so important and according to retailers, Birla white do

promotion b y p r o v i d i n g d i s p l a y s t o r e t a i l e r s a n d m a n y

m e d i a u s e b y B i r l a w h i t e f o r promoting.

Birla white do not give cash discount to his retailers and they does not regular

painter and retailers meet. And almost all retailers are dissatisfied with it.

Birla white is a popular brand and it has changed its packaging, many

retailers are say old packaging was good. But new packaging is so

efficient in stopping mixing or cheating.

Birla white also provide painter token in Birla white wall care putty.

That makes painter satisfied and delight but very few painters are well aware

about this scheme of Birla White.

Birla white also have a cell “Technical Assistance Cell” which assess the quarry

of customer. In Wall care putty, there are 76(app.) local compotator, but

retailers are satisfied with Birla white wall care putty.

Builder and Architects are also satisfied with the brand and its products.

ADVANTAGES:

M o r e d e m a n d o f B i r l a w h i t e b r a n d , i t h a s a b r a n d

i m a g e a n d a l s o a n o l d company.

Birla white has good quality.


Consumers are satisfied after purchasing the Birla white product.

Retailers are satisfied with Birla white brand.

“Technical assistance services” also an advantage for Birla white.

DISADVANTAGES:

O n l y i n t e r n a l c o m p e t i t i o n ( m e a n c o m p e t i t i o n

b e t w e e n r e t a i l e r s ) i s disadvantages.


LIMITATIONS

In my entire course of project I collected an interpreted the data with

outmostr e l i a b i l i t y a n d c o n s i s t e n c y , b u t d u e t o s u b j e c t i v i t y

a n d p r e j u d i c e o f t h e customers and dealers, I face certain limitations

which are as follows: -

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.


SUGGESTIONS

The performance of Birla white is good in the market & also Birla

white has a b rand name and i t i s very popular . But f rom the

survey I found that there i s more need to frequent advertisement

is not considered directly in buying, but it’s essential to promote

the sales.

To satisfied retailer and stockiest company should give more

commission to re ta i le rs & give more c redi t te rms and to

sa t i s fy re ta i lers more a t tent ion 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.

Company should do few more retailer meet in a year.

On behalf of whole study, there should be more dealers in the market for the

ease of retailers.

Company should provide training to painters in context of how to use Birla

White Wall Care Putty.

Company should provide free promotional tools to every retailer of its

products.

Company should conduct regular meetings with retailers, painters and

builders to know the problem facing by them directly.


CONCLUSION

A s a p a r t o f m y s t u d y , I h a v e d o n e m y F i n a l p r o j e c t i n

B i r l a w h i t e (Marketing centre, Jodhpur). I have done

Final project work on “Quantitative Research on measuring

satisfaction levels of Retailers with Birla White brand vis-à-vis other

brands.

I have collected all the information regarding to the project report. And then

take a survey on retailers, painters, architects and builders satisfaction in

Jodhpur city. From the survey of retailers, I conclude that retailers play an

important role with the help of re ta i le rs product reached to the

consumer. So i t i s important to satisfy them and they satisfied while;

they went well quality at fair price & from the survey of retailers because

retailers are key factor for the cement industry. If retailers are satisfied

with level they get from the company than adversely it affects the

company’s sales.

Painters also played an important role in sale of Birla White Wall Care Putty.

It is very necessary to satisfy. They help product reach to the customer and

they also recommend customer to use the product. Satisfaction of painters

will led to adverse effects in company’s sale.

Architects and Builders also play a crucial role in increase the brand image

of Birla White and brand image of its product. Their main work is totally

depending on the White Cement and Putty so this is also necessary to satisfy

the Architects and Builders in context of Brand and its products.


Finally I would like to conclude that Birla white i s one of the most

reputed companies in the Indian market but s t i l l there

a re bet ter scopes of improvements . Company should take in

to account suggestions & views of Retailers, Painters/Paint Contractors,

Architects and Builders to improve the performance.


BIBLIOGRAPHY

Magazines/Books: Marketing Management (Philip Kotler)

Research Methodology (C. R. Kothari)

Website: www.birlawhite.com

www.adityabirla.com

www.scribd.com

http://www.birlawhite.com/

http://www.adityabirla.com/

http://www.scribd.com/

Date post:	22-Jan-2018
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