Marketing Project Report

Prestige Institute of Management and Research,
Indore
(An Autonomous Institution Established in 1994, Accredited Twice Consecutively with Grade
‘A’ NAAC(UGC) ISO 2008 Certified Institute, AICTE/UGC Approved Programs affiliated to
DAVV, Indore)
Session 2017-19
Summer Internship Report on

“A STUDY ON THE BRAND POSITIONING OF BIRLA
CEMENT WITH SPECIAL REFERENCE TO SATNA”
At
Birla Corporation Limited
Satna (Madhya Pradesh)
Guided By: - Submitted By:-
Deepali Soni
MBA FT – B
Scholar No.:- 1121210053
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STUDENT DECLARATION
I Deepali Soni hereby declare that the presented Summer Internship report titled “A study on
the brand positioning of Birla Cement” is uniquely prepared by me after completion of
01.06.2018 to 15.07.2018 work at Satna Cement Works of Birla Corporation Limited.
I also confirm that the report is only prepared for my academic requirement not for any other
purpose. It might not be used with the interest of opposite party of the corporation.
Deepali soni
MBA FT –B
Scholar No.:- 1121210053
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CERTIFICATE
This is to certify that Deepali Soni the student of Master of Business Administration (Full Time)
program of Prestige Institute of Management and Research, Indore has completed Summer
Internship Project Report titled “ A study on the brand positioning of Birla Cement” under my
guidance and supervision. As per my knowledge the work carried out by her/him is original and
genuine. I wish further success to her/him.
Dr. Sunil Kumar

Verma
Prestige Institute of Management and Research,
Indore (Madhya Pradesh)
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PREFACE
It was founded in 1919 by the visionary industrialist, Shri G.D. Birla, at the outskirts of the
Kolkata. Birla Manufacturing Company Ltd. was the first company of Birla industrialist
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

SATNA 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
Satna. With the growing Indian economy and the government policies for infrastructure the
demand for cement is increasing and seeing this as an opportunity, many new projects are
undertaking for expansion of the production which are under implementation for increasing the
capacity of the plants. A brand position has been taken into the consideration by two ways-
overall study of the whole Birla Market and 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 Satna by taking five major brands
“BIRLA SAMRAT CEMENT, AMBUJA CEMENT, ULTRATECH CEMENT, PRISM
CEMENT, J.P. CEMENT.” Data collected by me only form dealers. After data collection
research methodology is done and find out the Brand- Positioning of cement in Satna.
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ACKNOWLEDGEMENT
It is my proud privilege to release the feelings of my gratitude to several persons who helped me
directly or indirectly to conduct this project work. I express my heart full ineptness and owe a
deep sense of gratitude to my faculty guide Dr. Sunil Kumar Verma, Prestige Institute of
Management and Research, Indore.
I am extremely thankful to the Director Dr. Yogeshwari Phatak, and faculties of the Prestige
Institute of Management and Research, Indore for their coordination and cooperation.
I am really thankful to Mr. Gaurav Shukla (Regional Head) for making all kinds of
arrangement to carry the project successfully and for guiding and helping me to solve all kind of
quarries regarding the project work. His systematical 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 project – coordinator, Miss. Anjali Kaul (Assistant MIS) and Mr.
Kailash Prajapati (Regional accounts incharge M.P.) for assigning me a project of such a
great learning experience and acquainting me with real project financing and appraisal. This
project also would not have been successful without the help of Mr.B.S. Chouhan (Assistant
Manager HR). Last but not least I would like thank all the employees of Birla Corporation Ltd.
I am also extremely thankful to all those persons who have positively helped me who responded
my questionnaire, around whom the whole project cycle revolves.
DEEPALI SONI
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CONTENT
S.NO. CHAPTERS PAGE

1. Declaration 2
2. Certificate 3
3. Preface 4
4. Acknowledgement 5
5. Introduction 6 – 30
 History
 Award and Recognition
 Mission and Vision
 Company Profile
 Objective and Obligation
 Corporate Social Responsibility
 Structure of the Industry
 Location – Offices
 Location – Plants
6.  Satna Cement Works 31
7. Organization Structure 32 – 51
Departmental Description
 HR Department
 Production Department
 Stores and Purchase Department
 Finance Department
8.  Marketing Department 52
9. SWOT Analysis 53
10. Suggestion 54-56
11. Weekly Reports 57 – 61
12. Conceptual framework – Brand Positioning 62
13. Research Methodology 63 – 70
14. Analysis and Interpretation 71
15. Conclusion and Findings 72
16. Suggestion 73
17. Reference 74 - 75
Annexure
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INTRODUCTION
The journey of Heart and Strength
1919 – The foundation of Birla Jute Mills, Birlapur, the only Indian-owned jute mill to have
completed 100 years.
1957 – Foundation of Satna Cement Works, the birthplace of Samrat Cement.
1967 - Foundation of Birla Cement Works, Chanderia Cement Works joined ranks soon after.
1974 - Foundation of Durgapur Cement Works and Durga Hi-tech Cement Works followed.
1998 – Foundation of Raebareli Cement.
2016 – Acquisition of RCCPL in Maihar, Kundanganj and Butibori, taking the footprints of BCL
across 12 states with a capacity of 15.5 MTRA.
2016 – The launch of the MP Birla Cement brand identity and the new MP Birla logo.
2018 – Celebrating 100 years of Syt. Madhav Prasadji Birla.
Cement is recognized as one major the building block for the development of nation and a key
contributor for infrastructure development.
The cement division of Birla Corporation Limited has seven plants, two each at Satna (M.P.) –
Satna Cement Works & Birla Vikas Cement, Chanderia (Rajasthan) – Birla Cement Works &
Chanderia Cement Works, and Durgapur (W.B.) – Durgapur Cement Works & Durga Works &
Durga Hitech Cement and one at Raebareli (U.P.) the total capacity of these plants is 57.80 lakh
tones. This plant manufacture varieties of Cement like Ordinary Portland Cement (OPC), 43 &
53 grades, Portland Pozolanna Cement (PPC), Fly Ash based PPC, Low Alkali Portland Cement,
Portland Slag Cement, Low Heat Cement and Sulphate resisting Portland cement.
The cement is marked under the brand name of Birla Cement KHAJURAHO, Birla cement
CHETAK, Birla cement and Birla premium cement, bringing the product under a common brand
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of Birla cement while retaining the niche identity of Khajuraho (for the OPC product of Satna),
Chetak (for OPC product of Chanderia) and Samrat of blended cement, i.e. PPC & PSC, for all
the units.
The division export large quantity of cement to Nepal and Bangladesh, under the brand name of
Khajuraho, Samrat, Camel, Royal tiger.
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 (WestBengal) and Cement
Grinding Unit at Raebareli (Uttar Pradesh).
JUTE DIVISION:
The company’s jute division has two jute units, one at Birlapur, Budge Budge and the other at
Narkeldanga, Kolkata. 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,
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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 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.
VINOLEUM DIVISION:
The Vinoleum division was established in the year 1989. 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 Company has acquired 100% shares of Reliance Cement Company Private Limited
(Reliance Cement), a subsidiary of Reliance Infrastructure Limited (RIL). After this acquisition,
Reliance Cement has become a wholly-owned material subsidiary of Birla Corporation Limited.
The entire cement business of RIL has been acquired for an Enterprise Value of Rs. 4,800 crores.
This acquisition provides Birla Corporation Limited with the ownership of high-quality assets,
taking its total capacity from 10 MTPA to 15.5 MTPA. This merger caused the acquisition of
three cement plants from Reliance – An integrated plant at Maihar (Madhya Pradesh), and
grinding units at Kundanganj (Uttar Pradesh) & Butibori (Maharashtra) with an aggregated
capacity of 5.58 MTPA of cement and 3.30 MTPA of clinker.
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INSTALLED CAPACITY:
PRODUCT INSTALLED CAPACITY
CEMENT 15.5 MILLION TONS

JUTE GOODS 52631 METRIC TONS
IRON & STEEL CASTING 3750 METRIC TONS
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HISTORY
Founded in 1919 by the visionary industrialist Shri G.D. Birla , at the outskirts of the Kolkata,
Birla jute manufacturing company Ltd. Was the first company of the Birla Industrial
Conglomerate.
After the demise of Late Mr. M.P. Birla in 1990, his wife, Mrs. Priyamvada Birla took over as
chairman of Birla Corporation and continued to lead the company till her death on 3 July 2004.
She was an entrepreneur of distinction strong business acumen and, under her leadership , the
company crossed the Rs. 1,300-plus turnover mark.
After the demise of Mrs. Priyamvada Birla, the Company continued to consolidate in terms of
profitability, competitiveness and growth under the leadership of Mr. Rajendra S. Lodha, late
Chairman of the M.P. Birla Group. Under his leadership, the Company posted its best ever
results in the years ended 31.3.2006, 31.3.2007 and 31.3.2008. The Company continued to
record impressive growth in 2008-09 and 2009-10.
Mr. Harsh V Lodha is now Chairman of the Company.
The Company is primarily engaged in the manufacturing of cement as its core business activity.
It has significant presence in the jute goods industry as well.
The Company has acquired 100% shares of Reliance Cement Company Private Limited
(Reliance Cement), a subsidiary of Reliance Infrastructure Limited (RIL). After this acquisition,
Reliance Cement has become a wholly-owned material subsidiary of Birla Corporation Limited.
The entire cement business of RIL has been acquired for an Enterprise Value of Rs. 4,800 crores.
This acquisition provides Birla Corporation Limited with the ownership of high-quality assets,
taking its total capacity from 10 MTPA to 15.5 MTPA.
Over the year, BCL’s business has grown from strength to strength.
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AWARDS AND RECOGNITION
 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 BVQI, UK.
 IS/ISO 14001 certification in 1990-2000 for Satna Cement Works and Birla Vikas
Cement, in 2002-2003 for Birla Cement Works and Chanderia Cement Works for
environment management system and “Best in Energy Performance” in 1986-87.
 “Best in Energy Performance” for Satna Cement Works in 1993-94, 1994-95, 1995-96,
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 for
Birla Cement Works in 1996-97.
 “Excellence in Improving Machinery Health Condition” in 1997.
 Ministry of Labour Government of India, for Birla Cement Works and Chanderia Cement
Works in 1980-99 and again in 2001-2002.
 "Lal Bahadur Shastri Memorial National Award" for Excellent Pollution Control
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MISSION AND VISION
Mission:
 To achieve international standards of excellence in all aspects 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 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 murtured 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.
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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.
 The concentric around the 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.
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
and Managing Director, Shri B.R Nahar who is assisted by a team of highly qualified
professional persons.
Shri H.V. Lodha (Chairman) Shri B.R. Nahar (CEO & M.D.)
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OLD LOGO OF BIRLA CORPORATION LIMITED
The corporate symbol of concentric circles around a triangle represents this very multi-
dimensional nature. The apex of the triangle is a visual representation of therefore that drives the
entire corporation – the unifying force in search of excellence. The various sub-division 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.
LATEST LOGO OF BIRLA CORPORATION LIMITED
This logo is the symbol of

innovation. This logo has nine leaves
which represent different
innovation and technologies.
OBJECTIVES & OBLIGATIONS
Objectives:-
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 To serve the national interests in the product and related sectors in accordance and
consistent with govt. policies.
 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/govt.
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, 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 environmentally products for the benefit of the
people.
CORPORATE SOCIAL RESPONSIBILTY
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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 & Horticultural Society, Joka, West Bengal.
Social Services:-
 Water Facilities in Satna & Chanderia.

 Roads in Chanderia.
 Cleanness Campaign with Zilla Parishad in Chanderia.
 Jyoti Marya Club (Ladies Club) – do lots of charity activities and social cultural
programs in Satna.
Structure of the industry
Domestic players:
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Associated Cement Companies Ltd (ACCL):-
Associated Cement Companies Ltd manufactures ordinary Portland cement, composite cement
and special cement and has begun offering its marketing expertise and distribution facilities to
other producers in cement and related areas. It has twelve manufacturing plants located
throughout the country with exports to SAARC nations. The company plans capital expenditure
through expansion of existing units and/or through acquisitions. Non-core assets are to be
divested to release locked up capital. It is also expected to actively pursue overseas project
engineering and consultancy services.
Birla Corp:-
Birla Corp's product portfolio includes acetylene gas, auto trim parts, casting, cement, jute
goods, yarn, calcium carbide etc. The cement division has an installed capacity of 4.78 million
metric tones and produced 4.77 million metric tones of cement in 2003-04. The company has
two plants in Madhya Pradesh and Rajasthan and one each in West Bengal and Uttar Pradesh and
holds a market share of 4.1 per cent. It manufactures Ordinary Portland cement (OPC), Portland
Pozzolana Cement, fly ash-based PPC, Low-alkali Portland cement, Portland slag cement, low
heat cement and sulphate resistant cement. Large quantities of its cement are exported to Nepal
and Bangladesh. Going forward, the company is setting up its captive power plant to remain cost
competitive
Gujarat Ambuja Cements Ltd (GACL)
Gujarat Ambuja Cements Ltd was set up in 1986 with the commencement of commercial
production at its 2 million tonne plant in Chandrapur, Maharashtra. The group has clinker
manufacturing facilities at Himachal Pradesh, Gujarat, Maharashtra, Chattisgarh, Punjab and
Rajasthan. The company has a market share of around 10 per cent, with a strong foothold in the
northern and western markets. Its total sales aggregated US$ 526 million with a capacity of 12.6
million tonne in 2003-04. Gujarat Ambuja is one of India's largest cement exporter and one of
the most cost efficient firms. GACL has a 14.45 per cent stake in ACC, making it the second
largest cement group in the country, after Grasim-EcoCemco. The company has free cash flows
that it is likely to use to grow inorganically. The company is scouting for a capacity of around
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two million tonne in the northern and western markets. It has also earmarked around US$ 195-
220 million for acquisitions
India Cements:-
India Cements is the largest cement producer in southern India with a total capacity of 8.81
million tonne and plants in Andhra Pradesh and Tamil Nadu. The company has a market share of
5.4 per cent with a total cement production of 6.36 million tonne in 2003-04. Its product
portfolio includes ordinary portland cement and blended cement. The company has limited its
business activity to cement, though it has a marginal exposure to the shipping business. The
company plans to reduce its manpower significantly and exit non-core businesses to turnaround
its fortune. It also expects the export market to open up, with the Gulf emerging as a major
importer.
Jaiprakash Associates Limited:-
Jaiprakash Industries, now known as Jaiprakash Associates Limited (JAL) is part of the Jaypee
Group with businesses in civil engineering, hospitality, cement, hydropower, design consultancy
and IT. It has an annual capacity of 4.6 million tonne with plants located in Rewa & Bela
(Madhya Pradesh) and SadvaKhurd (Uttar Pradesh). The company has a market share of 3.8 per
cent with the cement division contributing US$ 172 million to revenue in 2003-04. The company
is upgrading its capacity to 6.5 million tonne through the modernizing of the existing units and
the commissioning of a new grinding unit at Tanda (Uttar Pradesh) with an investment of US$
163 million. Jaiprakash Associates has decided to concentrate on its core business of
construction and engineering and leave its cement plant to its subsidiary JaypeeRewa Cement
Ltd. The company manufactures a wide range of world class cement of OPC grades 33, 43, 53,
IRST-40 and special blends of pozzolana cement.
Madras Cements:-
Madras Cements Ltd is one of the oldest cement companies in the southern region and is a part
of the Armco group. The company is engaged in cement, clinker, dolomite, dry mortar mix,
limestone; ready mix cements (RMC) and units generated from windmills. The company has
three plants in Tamil Nadu, one in Andhra Pradesh and a mini cement plant in Karnataka. It has a
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total capacity of 5.47 million tonne annually and holds a market share of 3.1 per cent. Madras
Cements plans to expand by putting up RMC plants. As Karnataka is a promising market, the
company is further expanding its capacity from the present 1.5 million tonne to 3.4 million tonne
through an investment of US$ 9 million.
Foreign players:
Holcim:-
Holcim, earlier known as Holder bank, has a cement production capacity of 141.9 million tonne.
It is a key player in aggregates, concrete and construction related services. It has a strong market
presence in over 70 countries and is a market leader in South America and in a number of
European and overseas markets. Holcim entered India by means of a long-term strategic alliance
with Gujarat Ambuja Cements Ltd (GACL). The alliance aims to strengthen their clinker and
cement trading activities in South Asia, the Middle East and the region adjoining the Indian
Ocean. Holcim also intends to use India as an additional base for its IT operations, R&D projects
as well as a procurement sourcing hub to generate additional synergies and value for the group.
Italcementi Group:-
The Italecementi group is one of the largest producers and distributors of cement with 60 cement
plants, 547 concrete batching units and 155 quarries spread across 19 countries in Europe, Asia,
Africa and North America. Italcementi is present in the Indian markets through a 50:50 joint
venture company with Zuari Cements. All initiatives in southern India are routed through the
joint venture company, while Italcementi is free to buy deals in its individual capacity in
northern India. The joint venture company has a capacity of 3.4 million tonne and a market share
of 2.1 per cent.
Lafarge India:-
Lafarge India Pvt Ltd, a subsidiary of the Lafarge Group, has a total cement capacity of 5 million
tonne and a clinker capacity of 3 million tonne in the country. Lafarge commenced operations in
1999 and currently has a market share of 3.4 per cent. It exports clinker and cement to
Bangladesh and Nepal. It produces Portland slag cement, ordinary portland cement and Portland
pozzolana cement. The Indian cement plants are located in Chhattisgarh and Rajasthan. Lafarge
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Cement has become the largest cement selling firm in the Indian markets of West Bengal, Bihar,
Jharkhand and Chhattisgarh.
Our Presence
Integrated Plants:-
1. Satna Cement and Birla Vikas.

2. Birla and Chanderia Cement Works.
Grinding Unit:-
1. Raebareli Cement Works and Raebareli Hitech Cement.

2. Durgapur Cement Works and Durga Hitech Cement.
Auto Trim Plants:-
1. Gurgaon.
2. Chakan.
3. Birlapur.
Offices:-
1. Kolkata - Corporate and Registered Office.

2. Mumbai.
3. New Delhi.
Jute Plants:-
1. Kolkata.
2. Birlapur.
Steel Foundry:-
1. Satna.
Location – Offices:-
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Place Address
Kolkata CORPORATE OFFICE:-

Birla corporation Limited
1, Shakespeare Sarani (2nd Floor)
Kolkata – 700071
Contact Person: Mr. B. Matailal
Phone: (91) (33) 6603 3300 to 3302
E-mail: [email protected]
REGISTERED OFFICE:-
Birla Corporation Limited
Birla Building (3rd and 4th Floors),
9/1, R.N. Mukherjee Road, Kolkata – 700001
Contact Person: Mr. A Gangwal
New Delhi UCO Bank Building (4th Floor)

Parliament Street
New Delhi – 110 001
Phone: (091)(11) 2371
6214/6221/7014/4851-55/1476/5174
Fax: (091)(11)2373 1611
Mumbai INDUSTRY HOUSE

159, Churchgate Reclamation
Mumbai- 400 020
Phone: (091)(22) 2204 8467/8468/5346, 2284 2736
Fax: (091)(22)2204 3615
Location – Plants:-
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State Place Unit Address
Madhya Pradesh Satna Satna cement works, P.O. Birla Vikas, Satna-
Birla vikas cement, 485005,MP
Vindhyachal Steel Foundry Phone: 7672 412000, 257844-47
Rajasthan Chanderia Birla Cement Works, Madhavnagar, P.O. Cement

Chanderia Cement Works Factory, Chanderia- 312021,
Rajasthan
Phone- (091)(1472) 256601-08
West Bengal Durgapur Durgapur Cement Works, Durgapur-713 203

Durga Hitech Cement Dist: Burdwan, WB
Phone: (091)(343) 645 4051
E-mail:
[email protected]
Birlapur Auto Trim Division, Birlapur- 743 318, 24

Birla Jute Mills, Parganas (S), WB
Birlapur Services Division, Phone: (091)(33) 2420 9821 -23
Birla Vinoleum E-mail:
[email protected]
Kolkata Soorah Jute Mills 10, Narkeldanga Main Road,

Kolkata-700 054,
Phone: (091)(33) 2320
9241/9242
Uttar Pradesh Raebareli Raebareli Cement Works, Plot No. D/9 to D/15, UPSIDC
Raebareli Hitech Cement Industrial Area, Phase II,
Works Amawan Road, P.O. Raebareli
229 001, UP
Phone: 535-221 7114, 16, 18
BIRLA CEMENT WORKS
Satna, Madhya Pradesh
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(Unit of M/s. Birla Corporation Limited)
CEMENT SE GHAR TAK

Since I had done my summer training at the units situated at Satna i.e. SCW (Satna Cement
Works) and BVC (Birla Vikas Cement) so here I am giving a brief description of these two
units-
SCW and BVC’s Core Values, Mission and Vision
Core Values:-
From God we receive, to God we offer.
 Integrity.
 Commitment.
 Accountability.
 Speedy action.
 Innovation.
 Creativity.
Mission:-
 To manufacture quality product by taking care of Environment.
 Optimum utilization of all types of resources aiming to Sustainability.
 Establishing Excellence in Business from all the angles and create its unique image.
Vision:-
Utmost satisfaction for all types of customers through our value added products our value added
products and services, by maintaining conducive working culture, concern for the environment
and aiming to sustainability.
Major Milestones – Satna Cement Works:-

1959- SCW commissioned with 0.25 MT capacity (Wet Process).
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1959- 7.5 MW TPP Commissioned.
1971- Steel Founder Commissioned.
1987- SCW plant converted to Dry Process (Present Capacity 1.6 MT0.
1983- 12 MW TPP Commissioned @ BVC.
1982- BVC commissioned (Present Capacity: 1.8 Mt).
2005- 27 MW TPP Commissioned (Old TPP declared obsolete).
2010- 7.5 MW Waste Heat Recovery System commissioned @ SCW.
2011- 7.5 MW Waste Heat Recovery System commissioned @ BVC.
2017- Reliance Cement Factory.
A Glimpse of CSR Activities of SCW & BVC:-

 Supply of drinking water in 11 villages through tankers during summer.
 Promotion of intercropping during summer season in Barikala village.
 Paddy transplantation through SRI method in Bharjuna village.
 Anwla in fruiting stage under WADI programme in Barikala village.
 Installation of cattle manager and chaff cutter at Naina vilaage.
 Spray pumps distribution to farmers in july at Samaniya office.
 Pulses promotion at our Nursery in Bela and Bathiyakhurd during aug 2016.
 SRI demonstration plot of paddy in Pohinda village.
 Vegetable cultivation under promotion of Inter cropping system of Pohinda village.
 Bumper production of Onion under intercropping system in Pureni village.
Environment and safety:-
Number of activities on safety awareness, health check up of all employees is being carried.
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 programme. To prevent accident, we have included the safety
programme 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 programme.
25
The regular safety inspection is being conducted in the plant to identify unsafe conditions and
unsafe practices, which lead to accidents. Awareness and training programmes 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 all employees including the
contractor’s workmen system. Methods and instruments has been prepared for the safety related
activities in the plants. Maintain all statutory requirements as per the factories act. Fire hydrant
as a part of regular activity safety department organized various competitions like slogan, poster,
and 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.
Environment:-
External environment audits through certifying agencies were conducted and various
environmental initiatives including environmental monitoring were implemented to maintain the
ecological balance in and around the plant and mining premises. The statutory requirements
relating to various environmental legislations and environment protection were duly compiled
with, beside several voluntary initiatives such as background concentration assessment. Water
Management studies of the district and mass environmental awareness programmes are being
conducted.
Facilities Provides by SCW and BVC:-
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:-
1. House rent allowance.
2. Providing Leave:-
 Sick leave.
 Privilege leave.
3. Conveyance allowance.
4. Medical expenses reimbursement.
5. Group mediclaim insurance policy.
6. Leave travel assistance scheme.
7. Soft furnishing allowance.
8. Inland travelling allowance.
26
9. Transfer compensatory scheme.
10. Scholarship to employee’s children.
11. Company’s contribution on the occasion of marriage.
12. Loan for marriages and other social needs.
Facilities for retiring staff:-
The retiring staff members holding the designation of General Managers and above and who
have completed at least five years service in the company, will be entitled to the following
facilities from the company at the time of retirement:-
 The company shall reimburse actual travel expenses for the staff member and spouse to
the native place where they would like to spend the retire life as per the entitlement of the
staff member as per Inland travelling allowance rules.
 The company will also reimburse reasonable packing charges and the actual charges for
transportation of personal belongings restricted to two truck loads from the place of
works to a destination of his/her choice.
Facilities at sites:-
1. Housing facilities.
2. Medical facilities.
3. School.
4. Recreation clubs.
5. Banking services.
6. Co- operative society.
7. Mess and canteen.
8. Dairy.
9. Petrol pump.
Departments and head of departments:-
27
The company has various departments in the organization for well directing the organization and
to achieve the goals and mission for the company.
Unit Head:- Shri J.S. Kalra (President)
Name of the Department Head of the Department
Personnel and Administration (P & A) Shri. R.K. Giri

Accounts, Finance and Legal Shri P.K. Mohapatra
Electronic Data Program (EDP) Shri. Gyanendra Singh
Sales and Marketing Shri. M. Babel
Shri. Gaurav Shukla
Logistics and Railway Shri. Sanjay Singh
Civil Shri. Pankaj Verma
Production and Pollution Shri S.D. Mukherjee
Electrical and Instrument (E & I) Shri. O.P. verma
Mechanical Shri. S.N. Shrivastav
Store and Purchase Shri. Sachin Sakhuja
Vindhyachal Steel Foundary (VSF) Shri. Manoj Singh
Mines and Quarry Shri. Ashok Singh
Excise and Sales tax Shri. A.K. Roy
PRODUCT PROFILE
Definition of cement:
 Cement is a mixture of limestone, Clay, Silica and Gypsum. It is a fine powder which when
mixed with water sets to a hard mass as a result of hydration of the constituent compounds. It
is the most commonly used construction material. Cement is manufactured by burning a
mixture of limestone and Clay at high temperatures in a kiln, and then finely grinding the
resulting clinker along with Gypsum. The end product thus obtained is called Ordinary
Portland Cement (OPC).
History of Cement:
 Joseph Aspedene discovered cement in 1824.
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 Materials used were- Lime, Brick, Bed, Volcanic, Lava, Water and Ash.
 1897 Wet Process came in existence Dry-Process.
Different Types of Cement that are produced in SCW and BVC Plant:
There are different varieties of cement based on different compositions according to specific end
uses, namely Ordinary Portland Cement, Portland Pozolana Cement, Portland Blast Furnace Slag
Cement, White Cement and Specialized Cement. The basic difference lies in the percentage of
clinker used.
1. Ordinary Portland cement (OPC):
 OPC, popularly known as greycement, has 95% clinker and 5% of Gypsum and other
materials. It accounts for 70% of the total consumption. White cement is a variation of OPC
and is used for decorative purposes like rendering of walls, flooring etc. It contains a very
low proportion of iron oxide. Ordinary Portland cement is the most commonly used cement
for a wide range of applications. These applications cover dry-lean mixes, general-purpose
ready-mixes, and even high strength pre-cast and pre-stressed concrete.
2. Portland Pozzolana Cement (PPC):
 Portland Pozzolana Cement is Ordinary Portland Cement blended with pozzolanic materials
(power-station fly ash, burnt clays, ash from burnt plant material or Siliceous earths), either
together or separately. Portland clinker is ground with Gypsum and Pozzolanic materials
which, though they do not have cementing properties in themselves, combine chemically
with Portland cement in the presence of water to form extra strong cementing material which
resists wet cracking, thermal cracking and has a high degree of cohesion and workability in
concrete. PPC has 80% clinker, 15% pozolona and 5% gypsum and accounts for 18% of the
total cement consumption. It is cheaply manufactured because it uses fly ash/burnt clay/coal
waste as the main ingredient. It has a lower heat of hydration, which helps in preventing
cracks where large volumes are being cast.
3. Portland Blast Furnace Slag Cement (PBFSC):
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 PBFSC consists of 45% clinker, 50% blast furnace slag and 5% Gypsum and accounts for
10% of the total cement consumed. It has a heat of hydration even lower than PPC and is
generally used in construction of dams and similar massive constructions. Portland blast-
furnace slag cement contains up to 70 per cent of finely ground, granulated blast-furnace
slag, a nonmetallic product consisting essentially of Silicates and Aluminum-silicates of
Calcium. Slag brings with it the advantage of the energy invested in the slag making.
Grinding slag for cement replacement takes only 25 per cent of the energy needed to
manufacture Portland cement. Using slag cement to replace a portion of Portland cement in a
concrete mixture is a useful method to make concrete better and more consistent. Portland
blast-furnace slag cement has a lighter color, better concrete workability, easier finish ability,
higher compressive and flexural strength, lower permeability, improved resistance to
aggressive chemicals and more consistent plastic and hardened consistency.
ORGANIZATION STRUCTURE OF SCW AND BVC
30
Boards of directors
Managing
director
Executive
president)
President
Head of
Departments
 Personnel and administration (P &A).

 Accounts, Finance and Legal.
 Electronic Data Program (EDP).
 Sales and Marketing.
 Logistics and Railway.
 Civil.
 Production and Pollution.
 Electrical and Instrument (E & I)
 Mechanical.
 Store and Purchase.
 Vindhyachal Steel Foundary.(VSF).
 Mines and Quarry.
 Excise and Sales tax.
DEPARTMENTAL DESCRIPTION
31
Personnel Department or HR Department:-
Recruitment at Birla corp. is handled by the HRD department.
HRD MISSION:
The Company believes that it is the TRUSTEE of its HUMAN RESOURCES and encourages to
develop them to introspect deeply and learn to act not on directives but on inspiration from
within, thus aiming to provide a strong motivation to their employees to become psychological
co-owners of the organization and to succeed with DETERMINATION & COMMITMENT.
As facilitators of the growth process of the employees, they are committed to providing a work
environment where people are -
1. Offered full opportunities and challenges to develop individually, enabling career growth.
2. Encouraged to acquire knowledge to meet the challenges of new technologies and
business needs in the changing scenario.
3. Educated and guided to inculcate and practice right values as are nurtured by the
organization.
4. Provided strong motivation to take the organization ahead.
5. Assisted in creating and maintaining human resource system for optimizing human
potential.
The overall selection and recruitment process in company is classified in 12 steps:
STEP 1: REFERENCE TO THE APPROVED ORGANIZATION STRUCTURE
The manpower budget is prepared at the beginning of the every financial year. And this being
approved the HR department goes about filling the requisite vacancies that arise out of
attribution and vacancies already existing.
STEP 2: START SOURCING ACTIVITY
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The sourcing activity is done by following sources:
1. Intimate Consultants
 Organization utilizes the consultants as a source of recruitment.
 The internal sourcing team uses the job posting on internet.
 Finding the relevant resume on monster , take an informal interview through call to check
basic knowledge , salary expectation & also give a brief idea about job profile , if the
candidate are interested and looks sincere then interview is schedule.
STEP 3: SHORT LISTING OF CV’S
Short listing is done by HR team of Head office of Birla corp. ltd. and head of concerned
department.
The CV’s are shortlisted on the basis of following criteria:
 Educational background
 Age limit
 Location constraints
 Work experience
 Stability in job
STEP 4: SCHEDULING AND ORGANIZING INTERVIEW
After short listing of resume next step is scheduling and organizing interview according to
different departments.
STEP 5: BREIFING AND SCREENING
An application form for employment which includes personal data, practical training, details of
employment, reference is given.
STEP 6: HR INTERVIEW
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This is preliminary interview which is most frequently used as selection instrument; the HR has
an opportunity for a face to face interaction with the candidate to check out and clarify the check
points which is mentioned on interview assessment sheet.
STEP 7: TECHNICAL INTERVIEW
In technical round the candidate has to be checked for functional knowledge to assure that
candidate has the ability to perform a certain job. HR cleared candidate will undergo for
operation round as per the grades.
STEP 8: OFFER STAGE
The HR team prepares the offer letter and recommends the salary as per grade. When candidate
is called for offer letter then candidate should come with all its documents.
STEP 9: EMPLOYMENT LETTER
When candidate accepts the offer letter then they have to put acceptance in terms & condition,
employment letter. After acceptance the candidate is given a joining date.
STEP 10: NEGOTIATION
In this step HR person does negotiation with the selected candidates over various issues like
salary, job profile, working condition, etc.
STEP 11: INDUCTION
There is a 12 days induction program in which candidates are taken for visit.
STEP 12: JOINING
This is the last step of recruitment process.
HR Policies:-
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Environmental Policy:-
Birla Corporation Limited, Unit: Satna Cement Works is engaged in the manufacture of different
varieties of cement using dry process having two plants.
THE CORPORATION IS COMMITTED TO:
 Prevention of pollution by setting appropriate objectives and targets for its activities,
review tha same and strive to achieve the goal.
 Comply with all relevant environmental legal requirements and other requirements to
which it subscribes and related to environmental aspects.
 Continual improvement of its environmental performance.
 Conserve energy and natural resources.
 Encourage recycle and re-utilization of waste products.
 Documents, Implements and maintains an Environmental Management System
conforming to Is/ISO/14001.
 Communicate its environmental policy to all its employees including those working on
our behalf and provide appropriate training to personnel responsible for implementation
of the EMS.
 Make this policy available to the public.
Quality Policy:-
Birla Corporation Limited, Unit: Satna Cement Works manufacturing cement and clinker
commits itself to comply with the requirements of its customers and to continually improve the
effectiveness of the Quality Management System.
THIS SHALL BE ACHIEVED BY:
 Providing consistent quality cement and clinker to its customers conforming to

national/customer’s specifications.
 Setting and reviewing quality objectives for quality improvement, cost effectiveness and
customer satisfaction.
 Communicating the Policy to all employees for their active participation in the
improvement process.
Production Department:-
35
Production Department is considered as the heart of an organization. It is an area of work where
the core products of an organization take its physical form. Birla corp. has a well structured as
systematic Production Department which is engaged in the process of cement production.
The Product of BCL as follows:-
UNITS PRODUCTS
Birla Cement Works Portland Pozolanna Cement (PPC)

Chanderia Cement Works Ordinary Portland Cement (OPC)
43 Gr, 53 Gr, SRC
Satna Cement Works PPC
OPC (43 Gr.)
Raebareli Cement Works PPC
Raebareli Hitech Cement
Durgapur Cement Works Portland Slag Cement (PSC)
Durga Hitech Cement PPC
PRODUCT PROFILE:
At Satna Cement Works & Birla Vikas Cement the dry process of Cement production followed
which is termed as a modern technology. The Entire Manufacturing process is controlled through
a microprocessor based programmable logic control system to maintain a constantly uniform
quality of Cement & high rate of production. The entire operation of plant is controlled in a
single control room. SCW plant, which was initially, a plant using a wet technology for cement
production was changed to a dry one in the year 1989. These modern plants have also taken
adequate core to prevent the environment policy & dust nuisance to its surrounding areas. These
cement mills have electrostatic precipitator (ESP) installed to check dust emission & to ensure
health hazard free atmosphere.
36
Both the plant uses the global technology for the production of goods & consistent quality
cement. The Stacker Recamier Technology & the alkali by pass system along with other sound
technology make the manufacturing process of Birla Cement Khajuraho a highly competitive &
unique one.
BRANDS OF PRODUCT:
All the cement plants are ISO 9001:2000 Certificated, covering the entire range of production and
marketing.
Raw material required for Cement:-
Various raw materials required for manufacturing cement are:
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 Limestone: - extracted from own mines.
 Laterite: - readily available from nearby mines.
 Gypsum: - purchased from Bikaner and Nagore.
 Pet Coke: - imported from foreign countries.
 Fly Ash: - brought from Kota Thermal Power Plant.
Flow diagram of manufacturing process of Cement:-
Clinker
Mixture is
heated in a
Crushed kilm
limestone+Cl
ay/Shale are
Quarrying mixed and
Process ground
together
Raw
material
1.limesto
ne,
2.clay/sh
ale
38
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 80% pure limestone.
Crushing:-
The extracted limestone is crushed into small pieces of approx 16 to 25mm sizes.
Grinding:-
The crushed limestone along with latrine is feed into the Raw Mill for grinding. The grind
material is called Raw Meal.
39
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 feed 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 in to the 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. The 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.
40
Stores and Purchase Department:-
This department deals with the old & used plant & machinery parts which is either used in plant
or sold outside. Some products like pens, pencils & other stationary are also issued by this
department. Some sort of maintenance is also undertaken by this department.
Purchase departments are responsible for purchase all the materials which is require for the
company like raw materials & other day to day requirements.
Storage of Cement:-
Storage time Compressive strength
Fresh 100%
3 month 80%
6 month 72%
12 month 60%
24 month 46%
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 then cover by the plastics-sheets.
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Finance Department:-
Financial performance of Birla Corporation Limited
Consolidated Profit and Loss Statement for the year ended 2017-18
(Rs. In lacs)
Consolidated
Particulars Mar’18 Mar’17
Income
1. Revenue from operations 594311 498122

2. Other income 7549 14587
3. Total income 601860 512709
Expenses
(a) Cost of materials consumed 79236 66455

(b) Purchases of stock-in-trade 45 -
(c) Changes in inventories of finished goods, work-in-progress 4636 1443
and stock-in-trade
35733 30626
(d) Employee benefit expenses
37764 27679
(e) Finance costs
33216 25550
(f) Depreciation and amortization expenses
131314 96842
(g) Power and fuel
(h) Transport and forwarding expenses 118634 80431
-On finished products 25675 18383
-On internal material transfer
(i) Stores, spare parts and packing materials 42286 34603
(j) Excise duty 20896 63355
(k) Other expenses 55193 43629
4. Total expenses 584628
42
5. Profit/(loss) before exceptional items and tax
17232 488997
6. Exceptional item
1248 23712
7. Profit / (loss) before tax
15984 682
8. Tax expenses
-Current tax 23030
2739
-Deferred tax
(69) 1294
-Income tax relating to earlier years
(2081) (211)
9. Net profit / (loss) for the period before share in profit of Associates
and non – controlling interest -
15395
10. Share of profit / (loss) of Associates (Net of Tax Expenses)
- 21947
11. Profit / (loss) for the period
15395 -
12. Profit / (Loss) attributable to:
-Owners of the parent 21947
15394
-Non controlling interest
1 21946
13. Other Comprehensive Income
A (i) Items that will not be reclassified to profit or loss 1
109276
(ii) income Tax relating to items that will not be
reclassified to Profit or Loss 9490
(19882)
B (i) Items that will be reclassified to Profit or Loss
(64) (2011)
(ii) Income Tax relating to items that will be reclassified
to Profit or Loss 112
22
Other Comprehensive Income for the period (Net of tax)
89352 (38)
14. Other Comprehensive Income attributable to:
-Owners of the Parent 7553
89352
-Non controlling interest
- 7553
Total Comprehensive Income for the period (Net of Tax)
104747 -
15. Total Comprehensive Income attributable to:
-Owners of the Parent 29500
104746
-Non Controlling Interest
1 29499
16. Paid-up Equity Share Capital (face Value Rs. 10/- each)
7701 1
17. Other equity
43
18. Debenture Redemption Reserve
420281 7701
19. Basic and Diluted Earnings Per Share (Face Value Rs. 10/-
8300 320924
each) for the period
6158
20. Debt Equity Ratio
1999
21. Debt Service Coverage Ratio
1.21 2850
22. Interest Service Coverage Ratio
1.56 1.33
23. Net worth (Rs. In lacs).
2.34 1.51
334988 2.78
317699
Consolidated Balance Sheet as at 31st March, 2018
(In lacs)
Statement of Assets and Liabilities Consolidated as at
Particulars 31.03.18 31.03.17
A ASSETS
1 NON-CURRENT ASSETS
(a) Property, Plant and Equipment 6,37,262 5,42,365
(b) Capital Work-in-progress 75,994 80,342
(c) Investment Property 18 18
(d) Goodwill 15 15
(e) Intangible Assets 99,490 93,817
(f) Intangible Assets under Development 236 193
(g) Biological Assets other than Bearer Plants 92 82
(h) Financial Assets
(i) Investments 25,845 22,887
(ii) Loans 36 48
(iii) Other Financial Assets 9,294 7,825
(i) Non Current Tax asst (Net) 3,706 5,612
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(j) Other Non-Current Assets 10,101 7,094
Sub- Total-Non Current Assets 8,62,089 7,60,298
CURRENT ASSETS
2
(a) inventories 68,696 63,018
(b) Financial Assets
(i) Investments 41,370 33,530
(ii) Trade Receivable 19,145 13,253
(iii) Cash and Cash Equipments 10,788 8,830
(iv) Bank Balances other than Cash and Cash Equivalent 11,194 22,417
(v) Loans 135 154
(vi) Other Financial Assets 61,179 44,229
(c) Current Tax Asset (Net) 5,335 -
(d) Other Current Assets 27,521 23,925
(e) Non-Current Assets classified as held for sale 42 128
Sub-Total-Current Assets 2,45,405 2,09,484
Total Assets 11,07,494 9,69,782
B EQUITY AND LIABIITIES
1 EQUITY
(a) Equity Share Capital 7,701 7,701
(b) Other Equity 4,20,281 3,20,924
Sub-Total Equity 4,27,982 3,28,625
2 Non- Controlling Interest 3 3
LIABILITIES
3 NON-CURRENT LIABILITIES
(a) Financial Liabilities
(i) Borrowings 3,82,976 4,04,908
(ii) Other Financial Liabilities 41,003 31,686
(b) Provisions 3,825 3,755
(c) Deferred Tax Liabilities (Net) 74,522 56,447
(d) Non Current Tax Liabilities (Net) 56 764
(e) Other Non Current Liabilities 18,250 19,178
45
Sub-Total-Non Current Liabilities 5,20,632 5,16,738
4 CURRENT LIABILITIES
(a) Financial Liabilities
(i) Borrowings 6,530 2,139
(ii) Trade Payables 49,652 36,786
(iii) Other Financial Liabilities 74,344 62,260
(b) Other Current Liabilities 26,842 20,289
(c) Provisions 1,094 1,756
(d) Current Tax Liabilities (Net) 415 1,186
Sub-Total-Non Liabilities 1,58,877 1,24,416
Total Equity and Liabilities 11,07,494 9,69,782
Payment system at Birla corp. ltd.
All the payments at Birla corp. are made through Head Office Kolkata .Birla corp. uses SAP
software for all the official work. SAP is basically designed to create a common centralized
database for all the applications running in all the departments in an organization. The kind of
application you can manage includes -
Finance
Reporting
HR
Logistics
Marketing etc..
The Key benefits of SAP are:-
46
It eliminates the duplication and redundancy in data.
Increases productivity, efficiency and better management of resources.
Improves Customer Service through better Customer Interaction.
After analyzing all the payment vouchers which are been parked through the stores department a
payment proposal is been made through sap to the head office. When the head office approves
the proposal it makes the payment. If any of the details of any vendor entered wrong on the
proposal the whole proposal is rejected and a mail is reverted form the head office.
Some of the payments of urgent nature are also been made through the individual units through
their current A/Cs by RTGS or NEFT service. All the day to day data is maintained with the
H.O.D of the finance department.
47
Marketing Department:-
MARKETING MODEL
Birla sells the cement in the dealership mode and rarely in consignment mode. Birla never sells
products to the end user (Layer Buyer).
Birla corp.
ltd.
wholesale
retailer
dealer
Sub dealer End customer
End customer
CUSTOMERS
Birla is essentially a people‘s brand of cement and its customer base represent the masses of
India- individual homebuilders in small towns, rural and semi-urban India.
The customers of ACC can be broadly classified into the following sectors—
1. Government sector
2. Industrial sector.
3. Infrastructures sector.
4. Engineers.
5. Contractors
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Channel Relationship:-
With over 9000-strong dealership and retailer network, MP Birla Cement has a formidable
marketing footprint across relevant geographies. This strength of our relationship comes from the
emotional bond, we enjoy with the extended families of our channel partners.
Marketing Communication:-
In keeping with the MP Birla Cement brands ethos of “CEMENT SE GHAR TAK” we speak
straight and sacrifices that go into building a home. We know that in constructing a house,
people give shape to their dreams. This understanding resonates in every brand communication.
Advertising Activities:-
Birla has two levels of advertisement team to manage and perform the advertisement activities.
The team at corporate office – Kolkata looks over the large scale advertisement activities, all
India level. i.e., in television, radio, newspaper and other mass media. The sales unit in states
looks over the advertisement activities such as local outdoor advertisement, building bus shelters,
wall printing, and local television channels and radio.
In keeping with the changing habits of media consumption, especially that of the younger
generation, Birla Corp. has made our foray into Digital Marketing through the web and social
media. Apart from the website, Birla Corp. has also launched a mobile app for trade associates
and construction professional.
With the trend of E-commerce catching up fast, Birla Corp have made brands available on online
portals like India mart a house, people give shape to their dreams. This understanding resonates
in every brand communication.
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ADVERTISING ACTIVITIES
There’s no feeling better than coming home! Build a home that keeps you wanting to come back.
We are with you, CEMENT SE GHAR TAK.
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SALES AT BIRLA CORP. LTD . 2017-18
Sales
cement jute other
9% 0%
91%
COMPETITORS OF BIRLA CORP. LTD
 ACC Cement
 Ultratech Cement
 Prism Cement
 J.K. Cement
 J.P. Cement
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SWOT ANALYSIS OF BIRLA CORP. LIMITED
STRENGTHS:-
 Skilled workforce.
 Domestic market.
 Existing distribution and sales networks.
 Ready availability.
 Attractive packaging.
 Financial position of company is very sound; all the payments are made on time.
 Sales tax exemption.
WEAKNESSES:-
 Absence of credit facilities.

 Tight advertising budget.
 High investments in research and development.
 Inflexible pricing system.
 Lack of adequate manpower.
OPPORTUNITIES:-
 New products and services.

 Expansion of dealer’s network.
 New markets.
 Growth rates and profitability.
 There is no customs duty on cement.
THREATS:-
 External business risk.

 Price war amongst the major players to gain.
52
 Deep inroads by low price brands.
SUGGESTIONS
 The time wastage of trucks can be eliminated by computerizing the token issue counter at
the parking lot.
 Man power must be increased.
 There is a need in improving the maintenance system exiting in the company.
 The delay in the checking process can be minimized by automating the system.
 Improvement or changes could be bought in the work atmosphere so that it may increase
productivity results.
 Company should give satisfied salary to their employees.
53
WEEKLY REPORTS
Weekly Report 1
DATE DAY WORK PERFORMED
05.06.18 Tuesday Paper formalities for joining

internship.
06.06.18 Wednesday Introduction with the
department’s employees and
head.
07.06.18 Thursday General information of Birla
Corporation limited.
08.06.18 Friday Knowing various departments
of Satna cement works.
09.06.18 Saturday Visit the property of Satna
Cement Works.
10.06.18 Sunday Holiday.
Weekly Report 2
11.07.18 Monday Understand what is MIS?

12.06.18 Tuesday Working on MIS.
13.06.18 Wednesday Learnt the different codes used
in preparation of MIS i.e. for
order booking, for pendency,
for dispatch process, for
payment.
14.06.18 Thursday Understand the difference
between trade and non-trade.
15.06.18 Friday Learned how the order is
booked in SAP, cancellation
process in the request of
customer.
16.06.18 Saturday Booking the orders under the
guidance.
54
Weekly Report 3
18.07.18 Monday Booking the orders and

maintain the excel sheet.
19.06.18 Tuesday Understand the working of
HRD department and their
policies.
20.06.18 Wednesday Understand the working of
production department, how
they manufacture the cement,
what type of materials are
used for manufacturing the
cement and why this
department plays a vital role
in the Birla corporation.
21.06.18 Thursday Discussed various sales
strategies with regional
marketing head.
22.06.18 Friday Going for the inspection of
market.
23.06.18 Saturday Preparing the questionnaire
under the guidance of
Regional Head.
Weekly Report 4
25.06.18 Monday Going for survey.

26.06.18 Tuesday Going for survey.
27.06.18 Wednesday Going for survey.
28.06.18 Thursday Going for survey.
29.06.18 Friday Going for survey.
30.06.18 Saturday Going for survey.
55
01.07.18 Sunday Going for survey.
Weekly Report 5

Weekly Report 6

56
CONCEPTUAL FRAMEWORK
Developing Marketing Strategy by knowing Brand- Position of SCW/BVC
Brand Positioning- Definition and Concept:-
Brand positioning refers to “target consumer’s” reason to buy your brand in preference to
others. It is ensures that all brand activity has a common aim is guided, directed, and delivered
by the brand’s benefits/reasons to buy and it focuses at all points of contact with the customer.
Brand positioning must make sure that:-
 Is it unique/distinctive vs. competitors?

 Is it significant and encouraging to the niche market?
 Is it appropriate to all major geographic markets and businesses?
 Is the preposition validated with unique, appropriate and original products?
 Is it sustainable – can it be delivered constantly and original products?
 Is it sustainable – can it be delivered constantly across all points of contact with the
consumer?
 Is it helpful for organization to achieve its financial goals?
 Is it able to support and boost up the organization?
57
In order to create a distinctive place in the market, a niche market has to be carefully chosen and
a differential advantage must be created in their mind. Brand positioning can be defined as an
activity of creating a brand offer in such a manner that it occupies a distinctive place and value in
the target customer’s mind. The position you choose for your brand will be influenced by the
competitive stance you want to adopt.
Brand positioning involves identifying and determining points of similarity and difference to
ascertain the right brand identity to create a proper brand image. Brand positioning is the key of
marketing strategy. A strong brand positioning directs marketing strategy by explaining the
brand details, the uniqueness of brand and it’s similarity with the competitive brands, as well as
the reasons for buying and using that specific brand positioning is the base for developing and
increasing the required knowledge and perception of the customers. it is the single feature that
sets your service apart from your competitors.
Brand Positioning Strategy:-
Brand positioning is an essential element of a winning branding strategy. Positioning simply

refers to how your product or service is viewed in the minds of prospects and customers relative
to other products or services available in your niche. The term positioning has two connotations:
a vertical and a horizontal one.
In terms of the vertical connotation, the term refers to the order in which your product ranks
relative. The products of your competitors in the minds of your customers in your industry niche
(for example, which product to mind first when I say the word cola?
In terms of the horizontal connotation, the term refers to the qualities and attributes your product
represents in the mind of your customers, again relative to your competitors. While you cannot
directly control the ranking that your product or service enjoys in the minds of your customers,
you can influence how you position the product in terms of qualities and attributes. That is, by
properly positioning your product relative to your competitors in the minds of your customers,
you will have much more control over how your brand is perceived in the market place. You will
then effectively have a guide or map how to execute your branding strategy.
Effective Brand Positioning:-
No matter how long you have been in business, chances are good that you are engaged in
developing and promoting your brand positioning strategy. You will invest plenty of time in the
process of evaluating your products or services in terms of market share, sales and customers
base and comparing this information to that of your competitors. You will work to determine
how your customers perceive your business and its major offerings and use the detailed findings
to establish your business at the proper place within that all important target market.
Here are some strategic tips that can help you to be as effective as possible during your brand
positioning process:
58
1. Understand brand positioning as fully as you can, especially in the way that it directly affects
your business. Businesses, especially smaller ones, are very diverse in their needs and offerings
and it might take quite a bit of effort to even be sure that you are positioning yourself within the
correct market. Look closely at the businesses sharing your pool of regular customers, their
purchasing patterns and the roles that your business plays in their everyday lives.
2. Determine which of your products and/or services are the most popular or powerful, so that
you can use them to build on or adjust your overall positioning strategy.
3. Rank of all your products/or services in terms of positive customer review and in relation to
those of your competitors.
4. List the most popular group of attributes that describe your business and products from the
view points of your customers and combine them to reach your ideal vector. The position in your
target market from where your business can operate at the highest possible level of strength.
5. Product based businesses can complete the positioning process more easily than service based
businesses. After all, your customers can see, touch and watch demonstrations of your product to
see how they work and visualize their benefits. Here are some hints for exploring how customers
perceive your business and its services:
 Create simulations, descriptions or case studies showing proven results.
 Find out how customers view your services in terms of value, results and convenience.
6. Regardless of your business type, take the information about customer perception that you
have gathered, determine your current positioning and how far that point is from your ideal
vector in the market.
7. Decide whether you are satisfied with the current positioning of your business, or whether you
need to change your strategy. Consider your target market and decide if your business is
positioned in such a manner that it maximizes every opportunity for visibility in the market.
Factors of brand positioning:-
1. Brand Attributes
What the brand delivers through features and benefits to consumers.
2. Consumer Expectations
What consumers expect to receive from the brand?
3. Competitors Attributes
What the other brands in the market offer through features and benefits to consumers.
4. Price
An easily quantifiable factor-your prices vs. your competitor’s prices.
59
5. Consumer Perceptions
The perceived quality and value of your brand in consumer’s minds (i.e. does your brand offer
the cheap solution, the good value for the money solution, the high-end, high-price tag solution.
etc?)
In order to position a Brand
You must decide-
 Who the target consumer is

 Who your main competitors are
 How the brand is similar to your competitors
 How the brand is different from your competitors
Where do you get this information?
 Your BRAND INVENTORY!!
Competitive Study among Various Cement Brands
About the project:-
The project contains various questions. These questions are designed to analyses the various
dealer towards the best cement in Satna district includes whole study of 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 known 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. The questionnaire is
also helpful in knowing the market potential of Satna. It is also helpful in knowing where our
company stands in market.
60
Analysis of questionnaire below:-
1. Brands availability in Satna 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.

61
RESEARCH METHODOLOGY
Objective 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 objective of research as follows:-
 To study the brand positioning of “Birla Samrat” in the market.
 To compare the major cement brands in terms of Price, Preference, Quality, Packing and
Color.
 To compare the advertisement strategy of the various cement brands.
Research methodology:-
Project research type Descriptive research
Data sources Primary data, secondary data
Research approach Survey method
Research instrument Questionnaire
Sampling procedures Random sampling
Sample size 50 respondents
Geographical coverage Satna
62
ANALYSIS AND INTERPRETATION
1. Preferences collected from various cement dealers
Birla Samrat Cement

ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1 ST preference to Birla Samrat
Cement followed by Ultratech.
2. Quality collected from various cement dealers
Quality
Birla Samrat Cement
Ambuja Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
63
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1 ST choice for quality to Birla
Samrat Cement.
3. Packaging Quality collected from various cement dealers
Packaging Quality
Birla samrat Cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1 ST choice for Packaging Quality
to Birla Samrat Cement.
4. Color collected from various cement dealers
64
Color
Birla Samrat Cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1ST choice for Color to J.P.
Cement.
5. Availability collected from various cement dealers:-
Availability
Birla Samrat Cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1 ST choice for Availability to
Birla Samrat Cement
6. Price collected from various cement dealers:-
65
Price
Birla Samrat cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1ST choice for Price to Birla
Samrat Cement.
7. Technical services collected from various cement dealers
Technical Services
Birla Samrat Cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1 ST choice for Technical Services
to Birla Samrat Cement.
8. Sales Promotion collected from various cement dealers
66
Sales
Birla Samrat Cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1ST choice for Sales Promotion to
Birla Samrat Cement
9. Brand Image collected from various cement dealers
Brand Name
Birla Samrat Cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1 ST choice for Brand Image to
Birla Samrat Cement
10. Advertisement collected from various cement dealers
67
Advertisement
Birla Samrat Cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1 ST choice for Advertisement to
Birla Samrat Cement.
11. Quickly availability collected from various cement dealers
Quick Availability
Birla Samrat Cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1 ST choice for Quick Availability
to Birla Samrat Cement
12. Brand regularly conducts dealer/mason meet
68
Brand Regularly Conduct
Birla Samrat cement
ACC Cement
Ultratech Cement
Prism Cement
J.K. Cement
J.P. Cement
Interpretation:-
The above survey clearly shows that most of the dealers GIVE 1 ST choice for Brand Regularly
Conduct to Birla Samrat Cement.
Total score in percentage company wise:-
Company Total Rank

Birla Samrat Cement 156 1
ACC Cement 121 2
Ultratech Cement 116 3
Prism Cement 75 4
J.K. Cement 57 5
J.P. Cement 75 4
TOTAL
69
Sales
J.P. Cement
13%
J.K. Cement
10% Birla Samrat
cement
26%
Prism Cement ACC Cement

13% 20%
Ultratech Cement
19%
INTERPRETATION:-
The above survey clearly shows that lastly by collecting all the choices from dealers, we come to
know that overall position Birla Samrat is on 1st.
70
FINDINGS AND CONCLUSION
It can be concluded from the study through model Birla Cement has a good brand image in the
dealer’s mind in Satna. It is not easily available on demand which places the company at the
disadvantage which compared with lack vendors. This problem which places the company at the
disadvantage which compared with lack vendors. This problem which can be improved by the
strength and the distribution network of Birla Cement Works and supply.
 Dealers are of the opinion that among all the media television is the most powerful media
followed by the hoarding and wall painting which every common man can see. So,
company should have to utilize then as much as possible.
 The company should focus more on sales promotion, advertisement and public relation.
 Network spread of Birla Cement is very high in Satna can be this as its strength.
 If check out the satisfaction level of dealers with respect to quality of Birla Cement then
we find that most of the dealers are told that it has excellent quality. So company can also
see this as its strength compare to other brand in market.
 Dealer’s opinion regarding price is favoring Birla Samrat and its get 1 st rank in all six-
brand. Its price is reasonable according to quality and its also satisfy the dealer.
 It was found company has very good brand image in dealer’s mind. Dealers are satisfied
with the price.
71
SUGGESTION
 At the end, I would humbly suggest the company that if company has good quality, more
advertisement, regular contact, marketing experts dealing with dealers in all rural and
urban areas. The company can improve their market shares, brand loyalty and promote
their sales easily.
 Company should develop R & D department as per the market requirement.
 Company should increase availability by which it can increase the sale and brand image.
 For customer care Services Company should starts its concrete mobile van facilities
where this facility is still not available.
 As we all know infrastructure sector is growing rapidly so company improve supply to
capture maximum market share.
 Company should start its internal call centre for its valuable customers by which they can
directly interact with company experts.
 Company should organize seminars, conferences, Manson meetings and dealers meet to
promote sales at regular intervals.
72
REFERENCE
Kotler, Philip “Marketing Management” published by Vikas publishing house Pvt. Ltd. New
delhi.
Kothari, C.R. “Research Methodolgy” (third edition 2007) published by new age international
(P) ltd.
“CMA Magazine (Cement Manufacturers Association)”.
Aaker, D.A. and Shansby, J. (1982) “Positioning your Product,” Business Horizons, 25,
(May/June), 56-62.
Alden, D.L., Steenkamp, J.B.E.M. and Batra, R. (1999) “Brand Positioning through Advertising
Asia, North America, and Europe: The Role of Global Consumer Culture,” Journal of Marketing,
63 (January), 75-87.
Best, R.J. (2004) Market- Based Management: Strategies for Growing Customer Value and
Profitablity, 3rd Edition, Upper Saddle River, NJ, Prentice-Hall, 246-247.
Crawford, C.M. (1985) “A New Positioning Typology,” Journal of Product Innovation

Management, 4 243 – 253.
73
Web Based Reference:-
http://www.birlacorporation.com
https://www.wikipedia.com
ANNEXURE
Questionnaire
BRAND-POSITIONING OF BIRLA SAMRAT CEMENT
Note: - Tick mark the company according to your opinion.
Name:-……………………………………..
Address:-…………………………………………………………….
Telephone No: - ………………………………… Mobile No:-……………………….
1. For how many years you are doing this business.

Year…………………..
2. According to your Preference, rank the cement companies.

(A) Birla Samrat Cement ( ) (D) Prism Cement ()
(B) ACC Cement () (E) J.K. Cement ()
(C) Ultratech Cement () (F) J.P. Cement ()
74
3. Rank the cement companies according to their Quality.
4. Which cement company has good Packaging Quality?

5. The Color of which Cement companies customer like the most.

6. Cement of which company is always Available in the market

7. According to Quality and Market Image, the Price of which company do you agree with.
8. Which cement company provides Technical Services regularly?

9. The activities of which cement company attract you for increasing their Sales.
10. Rank the cement companies on the basis of Brand Image.

11. The Advertisement of which cement companies attract you.

75
12. The cement of which company is quickly available.
13. Which brand regularly conducts dealer / mason meet.

76

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Prestige Institute of Management and Research,

Summer Internship Report on

Birla Corporation Limited

Satna (Madhya Pradesh)

Guided By: - Submitted By:-

Scholar No.:- 1121210053

Scholar No.:- 1121210053

Dr. Sunil Kumar

Prestige Institute of Management and Research,

Indore (Madhya Pradesh)

The project entitled “KNOWING BRAND POSITIONING OF BIRLA SAMRAT CEMENT IN

S.NO. CHAPTERS PAGE

1957 – Foundation of Satna Cement Works, the birthplace of Samrat Cement.

1998 – Foundation of Raebareli Cement.

2018 – Celebrating 100 years of Syt. Madhav Prasadji Birla.

AUTO TRIM DIVISION:

CEMENT 15.5 MILLION TONS

Mr. Harsh V Lodha is now Chairman of the Company.

 CAPEXIL “Special Export Award” every year, since 1990.

 “Excellence in Improving Machinery Health Condition” in 1997.

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

 To achieve international standards of excellence in all aspects of division and diversified

Birla Corporation Limited is a multi- product conglomerate.

Late Shri M.P Birla Late Smt. Priyamvada Birla

LATEST LOGO OF BIRLA CORPORATION LIMITED

This logo is the symbol of

OBJECTIVES & OBLIGATIONS

Towards Customers and Dealers:-

CORPORATE SOCIAL RESPONSIBILTY

 South Point School, Kolkata, West Bengal.

 Bombay Hospital, Mumbai, Maharashtra.

Other Philanthropic Activities:-

 M.P. Birla Planetarium, Kolkata, West Bengal.

 Water Facilities in Satna & Chanderia.

Structure of the industry

Gujarat Ambuja Cements Ltd (GACL)

Jaiprakash Associates Limited:-

1. Satna Cement and Birla Vikas.

1. Raebareli Cement Works and Raebareli Hitech Cement.

Auto Trim Plants:-

1. Kolkata - Corporate and Registered Office.

Kolkata CORPORATE OFFICE:-

New Delhi UCO Bank Building (4th Floor)

Mumbai INDUSTRY HOUSE

Rajasthan Chanderia Birla Cement Works, Madhavnagar, P.O. Cement

West Bengal Durgapur Durgapur Cement Works, Durgapur-713 203

Birlapur Auto Trim Division, Birlapur- 743 318, 24

Kolkata Soorah Jute Mills 10, Narkeldanga Main Road,

BIRLA CEMENT WORKS

Satna, Madhya Pradesh

CEMENT SE GHAR TAK

SCW and BVC’s Core Values, Mission and Vision

Major Milestones – Satna Cement Works:-

1971- Steel Founder Commissioned.

1983- 12 MW TPP Commissioned @ BVC.

1982- BVC commissioned (Present Capacity: 1.8 Mt).

2005- 27 MW TPP Commissioned (Old TPP declared obsolete).

2010- 7.5 MW Waste Heat Recovery System commissioned @ SCW.

2011- 7.5 MW Waste Heat Recovery System commissioned @ BVC.