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

 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 Retailer’s suggestion 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 failure of the research
largely depends on how successfully the analysis & interpretation is
done.
M a k e d a t a me 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 ys 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 yz e d d a t a . Interpretation means what does the analysis
means & on the basis 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
AxisTitle

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 string brand image is the biggest strength of Birla white-
Birla white is 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 cost of transportation. To avoid unnecessary
cost. Birla white has unique distribution system.
Most of all quality is the key to success and Birla white brand maintain quality
and it is certified like 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.
Promotion also a factor which affects satisfaction level and
Birla white 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 like 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 ys t o r e t a i l e r s a n d ma n y
me d i a u s e b y B i r l a wh 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 ma n d o f B i r l a wh i t e b r a n d , i t h a s a b r a n d
i ma 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 ju 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 brand name and it is very popular. But from the
survey I found that there is 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 retailers & give more credit terms and to
satisfy retailers more attention on quality at fair prices.
Company should try to manage competition between retailers and try to
build an association of retailers so they stop cut throat competition and get
enough profit.
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 wh 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 retailers product reached to the
consumer. So it is 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 is one of the most
reputed companies in the Indian market but still there
are better 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

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

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