A

PROJECT REPORT
ON

EFFECTIVE ADVERTISEMENT
PROJECT UNDERTAKEN AT

BIRLA
CORPORATION LTD. SATNA

FOR THE AWARD OF

BACHELOR OF BUSINESS ADMINISTRATION
BBA (SEMESTER-VI)

BY

SUNIL KUMAR VERMA

UNDER GUIDANCE OF
PROF. K. P. TRIPATHI

VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE,

SATNA (M.P.)
2014- 2015
 VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE
SATNA (M.P.)

GUIDE’S CERTIFICATE
This is to certify that MR. SUNIL KUMAR VERMA has satisfactorily completed

the Project work on “Effective Advertisement with reference to Birla Cement” under

my guidance for the partial fulfillment of BBA (Semester-VI) submitted to

Awadhesh Pratap Singh University, Rewa during the academic year 2014-2015.

To best of my knowledge and belief the matter presented by him is original

work and not copied from any source. Also this report has not been submitted earlier

for the award of any Degree of Awadhesh Pratap Singh University, Rewa.

Place: Satna PROF. NEERAJ SAXENA

Date: / 05 / 2015 (Project Guide)

3
 VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE
SATNA (M.P.)

DECLARATION

I undersigned, hereby declare that this Project Report entitled “Effective

Advertisement with reference to Birla Cement” prescribed by AWADHESH PRATAP

SINGH UNIVERSITY, REWA during the academic year 2014-2015 under the guidance of

PROF. K. P. TRIPATHI is my original work.

The matter presented in this report has not been copied from any source. I

understand that any such copying is liable to be punishable in any way the

university authorities deem to be fit. Also this report has not been submitted earlier

for the award of any Degree or Diploma of Awadhesh Pratap Singh University, Rewa

or any other University.

This work humbly submitted to Awadhesh Pratap Singh University for the

partial fulfillment of Bachelor of Business Administration (Sem-VI).

PLACE: SATNA MR. SUNIL KUMAR

VERMA
DATE: / 05 / 2015

4
 VINDHYA INSTITUTE OF MANAGEMENT & SCIENCE
SATNA (M.P.)

ACKNOWLEDGEMENT

Whenever we are standing on most difficult step of the dream of our life, we
often remind about The Great God for His blessings & kind help and he always
helps us in tracking off the problems by some means in our lifetime. I feel great
pleasure to present this project entitled “Effective Advertisement with reference to
Birla Cement”.
I am grateful to those people who help me a lot in preparation of this project
report. It is their support and blessings, which has brought me to write this project
report. I have a deep sense of gratitude in my heart for them.
I would give sincere thanks to our faculty members Prof. Sankalp Shukla,
Prof. R.P.Singh, Prof. Prashant Mishra, Prof. Neeraj Saxena, Dr. Fahim Siddiqui, Prof.
Priti Dwivedi, Prof. Neelam Bajpai, Prof. K.P.Tripathi who is been & will be source
of inspiration to us.
I am very thankful to my project guide Prof. Neeraj Saxena for his whole-
hearted support and affectionate encouragement without which my successful project
would not have been possible.
Finally, I am very grateful to Mighty God and inspiring parents whose loving
& caring support contributed a major share in completion of my task.

5
 Mr. Sunil Kumar Verma

TABLE OF CONTENTS

S.N. Contents Page No.

1 Introduction of Project 6-17

2 Company Profile 18-30

3 Review of Literature 31-33

4 Objectives 34-35

5 Research Methodology 36-39

6 Data Analysis & Interpretation 40-51

7 Findings & Suggestions 52-54

8 Limitations 55-56

9 Conclusion 57-58

10 References 59-60

Annexure
11 61-63
Questionnaire

6
CHAPTER-I

7
 INTRODUCTION

Advertising is an art not a science. Effectiveness of which cannot be measured with a

mathematical or empirical formula some advertisers argue that advertising efforts go to waste,
but every advertiser is keenly interested in measuring or in evaluation of advertising
effectiveness. Testing for the effectiveness of advertisement will lead advertisement testing must
be done either before or after the advertisement has done in the media. It is of two types,
protesting which are done before the advertisement has been launched and one is referred to as
cost testing which is done before the advertisement has been launched and one is referred to as
cost testing which is done after launching the advertising campaign. The basic purpose of
advertising effectiveness is to avoid costly mistakes, to predict the relative

Strength of alternative strength of alternative advertising strategies and to increase their

efficiency. In measurement of advertisement effectiveness feedback is always useful even if it
costs some extra expenditure to the advertiser.

The objectives of all business are to makes profits and a merchandising concern can do
that by increasing its sales at remunerative prices. This is possible, if the product is widely
polished to be audience the final consumers, channel members and industrial users and through
convincing arguments it is persuaded to buy it. Publicity makes a thing or an idea known to
people. It is a general term indicating efforts at mass appeal. As personal stimulation of demand
for a product service or business unit by planting commercially significant news about it in a
published medium or obtaining favorable presentation of it upon video television or stage that is
not paid for by the sponsor.

          On the other hand, advertising denotes a specific attempt to popularize a specific product
or service at a certain cost. It is a method of publicity. It always intentional openly sponsored by
the sponsor and involves certain cost and hence is paid for. It is a common form of non personal
communication about an organization and or its products idea service etc. that is transmitted to a

8
target audience through a mass medium. In common parlance the term publicity and advertising
are used synonymously.

What is advertising?

The word ‘Advertising’ has its origin from a Latin word ‘Adventure’ which means to turn to. The
dictionary meaning of the word is ‘to announce publicity or to give public concerned to a specific
thing which has been announced by the advertiser publicity in order to inform and influence them
with

Reread them or pass them on to other. Some magazines have prestige value. The marketer can
cover national or large regional markets at a low cost per contract (per individual
reached). Magazines generally offer high-quality printing of advertisement.

Simply stated advertising is the art "says green." Advertising is a general term for and all forms
of publicity, from the cry of the street boy selling newspapers to the most celebrate attention
attracts device. The object always is to bring to public notice some articles or service, to create a
demand to stimulate buying and in general to bring together the man with something to sell and
the man who has means or desires to buy".

Advertising has been defined by different experts. Some of the quoted definitions are:

According to American Marketing Association “Advertising is any paid form of nonpersonal

paid of presentation of ideas goods or services by an identified sponsor”.

 Indian marketing association has defined advertising as “any paid form of nonpersonal
presentation and promotion of ideas, goods or services by an identified sponsor”. The medium
used are print broadcast and direct.

Stanton deserves that "Advertising consists of all the activities involved in presenting to a group
a non- personal, oral or visual openly, sponsored message regarding a product, service, or idea.

9
This message called an advertisement is disseminated through one or more media and is paid for
by the identified sponsor.

Advertisement carries:

In business world the terms in mainly used with reference to selling the product of the
concern. The advertising, as Jones defines it is "a sort of machine made mass production method
of selling which supplements the voice and personality of the individual salesman, such as
manufacturing the machine supplements the hands of the craftsman." It is thus a process of
buying/sponsor/identified media space or time in order to promote a product or an idea. From a
careful scrutiny of the above definition, the following points emerge:

Advertising is a paid form and hence commercial in nature. This any sponsored communication

designed to influence buyer behavior advertising. Advertising is non-personal. Unlike personal
selling, advertising is done in a non- personal manner through intermediaries or media whatever
the form of advertisement (Spoken, written or visual). It is directed at a mass audience and not
directed at the individual as in personal selling. Advertising promotes idea, goods and services.
Although most advertising is designed to help sell goods, it is being used increasingly to further
public interest goals. Advertising is identifiable with its sponsoring authority and advertiser. It
discloses or identifies the source of opinions and ideas. Advertising thus is: 1. Impersonal 2.A
communication of ideas. 3. Aimed at mass audience 4.By a paying sponsor. The two forms of
mass communication that are something confused with advertising or publicity and propaganda.
If we eliminate the elements of the "paying sponsor" (The paid requirement) we would have the
element of publicity left: For publicity is technically speaking, advertisement without payment.
In a similar manner. If we eliminate the requirement of an "identified sponsor", the resulting
communication is propagandistic. It is important for us to emphasize that advertising may
involve the communication of ideas or goods of service. We are all aware that advertising
attempts to sell goods and services. But we may overlook the more important fact that it
often sells ideas.

10
According to Wheeler, “Advertising is any form of paid non-personal presentation of ideas,
goods or services for the purpose of inducing people to buy”.

According to William J. Stanton, “Advertising consists of all the activities involved in presenting
to a group a non-personal, oral or visual openly sponsored message regarding a product service
or idea. This message is called on advertisement is disseminated through one or more media and
is paid for by an identified sponsor”

Basic Features of Advertising:

          On the basis of various definitions it has certain basic features such as:

1. It is a mass non-personal communication.

2. It is a matter of record.

3. It persuades buyers to purchase the goods advertised.

4. It is a mass rapid communication.

5. The communication media is diverse such as print (newspapers and magazines)

6. It is also called printed salesmanship because information is spread by means of

the written and printed work and pictures so that people may be induced to act
upon it.

Functions of Advertising:

         For many firms advertising is the dominant element of the promotional mix
– particulars for those manufacturers who produce convenience goods such as detergent, non –
prescription drugs, cosmetics, soft drinks and grocery products. Advertising is also used
extensively by masters of automobiles, home appliances, etc, to introduce new product and new
product features its uses its attributes, pt availability etc.

11
          Advertising can also help to convince potential buyers that a firm’s product or service is
superior to competitor’s product in make in quality, in price etc. it can create brand image and
reduce the likelihood of brand switching even when competitors lower their prices or offer some
attractive incentives.

          Advertising is particularly effective in certain other spheres too such as:

i) When consumer awareness of products or service is at a minimum.

ii) When sales are increasing for all terms in an industry.

iii) When a product is new and incorporates technological advance not strong and.

iv) When primary buying motive exists.

It performance the following functions:

i) Promotion of sales
ii) Introduction of new product awareness.

iii) Mass production facilitation

iv) Carry out research

v) Education of people

TYPES OF ADVERTISING:

         Broadly speaking, advertising may be classified into two categories viz., product and
institutional advertising.

a)      Product Advertising:

          The main purpose of such advertising is to inform and stimulate the market about the
advertiser’s products or services and to sell these. This type of advertising usually promotes
specific, trended products in such a manner as to make the brands seem more desirable. It is used

12
by business government organization and private non-business organizations to promote the uses
features, images and benefits of their services and products.   Product advertising is subdivided
into direct action and indirect action advertising, Direct action product advertising wages the
buyer to take action at once, ice he seeks a quick response to the advertisement which may be to
order the product by mail, or mailing a coupon, or he may promptly purchase in a retail store in
response to prince reduction during clearance sale.

          Product advertising is subdivided into direct & indirect action advertising & product
advertising aims at informing persons about what a products is what it does, how it is used and
where it can be purchased. On the other hand selective advertising is made to meet the selective
demand for a particular brand or type is product.

b)      Institutional Advertising:

          It is designed to create a proper attitude towards the sellers to build company image or
goodwill rather than to sell specific product or service. Its purpose is to create a frame of mind
and to implant feeling favorable to the advertisers company. Its assignment is to make friends for
the institution or organization.

          It is sub-divided into three categories: patronage, public, relations and public service
institutional advertising.

i) In patronage institutional advertising the manufacturer tells his prospects and customer
about himself his policies and lives personnel. The appeals to the patronage motivation of
buyers. If successful, he convinces buyers that his operation entitles him to the money
spent by them.
ii) Public relations institutional advertising is used to create a favourable image of the firm
among employees, stockholders or the general public.

iii) Public service institutional advertising jobs public support

13
WHY & WHEN TO ADVERTISE:

          Advertising as a tool to marketing not only reaches those who buy, but also those whose
opinions or authority is counted for example a manufacturer of marble tiles and building boards
advertises not only to people who intend to build houses but also to architect and engineers.
While the manufacturers of pharmaceuticals products advertise to doctors as well as to the
general public. At time it is necessary for a manufacturer or a concern to advertise things which it
does not sell but which when sold stimulates the sales of its own product. There are concerns like
electric heaters, iron etc. because the use of these increases the demand for their products.

          Advertising should be used only when it promises to bring good result more economically
and efficiently as compared to other means of selling. There are goods for which much time and
efforts are required in creating a demand by sending salesman to prospective buyers than by
simply advertising them. In the early days of the cash register in India it was sold by specially
trained salesman who called on the prospective users and had the difficult task of convincing
them that they could no longer carry on with the old methods, and that they urgently needed a
cash register. In our country certain publishers have found it less costly to sell their books by
sending salesman from house to house among prospective buyers than to advertise them. In these
two examples the cost of creating demand would be too high if attempted by advertising alone
under such circumstances advertising is used to make the salesman acceptable to the people they

14
call upon to increase the confidence of the public in the house. Naturals when there are good
profits competitors will be attracted and they should be kicked out as and when sufficient capital
is available by advertising on a large scale. Immediate result may not justify the increased
expenditure but it will no doubt secure future sales.

Sales-Effect:

Communication-effect advertising research helps advertisers assess advertising’s communication

effects but reveals little about its sales impact. What sales a regenerated by an advertisement that
increases brand awareness by 20% and brand preference by 10%? Advertising’s sales effect is
generally harder to measure than its communication effect. Sales are influenced by many factors
besides advertising, such as the product’s features, price, availability and competitors' actions.
The fewer or more controllable these other factors are, the easier it is to measure advertising's
effect on sales. The sales impact is easiest to measure in direct-marketing's effect on sales.
The sales impact is easiest it is to measure in direct-marketing situations and hardest measure
in brand or corporate-image-building advertising.

PROGRESS TESTS

These assess the various stages of buyer awareness, preference, buying intention and the actual
purchase in relation to advertising Effort. They are called sales effect tests.

 Measuring Sales Response to Advertising:

Though increase in sales in the true measure of advertising effectiveness, in reality it’s difficult
to measure the increase that is due to a particular advertisement. It is rather difficult to correlate
the response in sales with the advertising programme. However, a few methods have been
discarded in the following paragraphs which are generally used to measure the sales response to
advertising.

Sales Results Tests:

15
The additional sales generated by the advertisements are recorded, taking several routes. Past
Sales before the advertisement and sales after the advertisement are noted. The difference is
attributed toad impact. Controlled Experiment: In experimental market, any one element of
marketing mix is changed.

It is compared with the sales of another similar market. The element's presence observance is a

reason for difference in sales. Instead of two markets, the experiment can be carried on the two
groups of consumers. The inventory audit is dealers’ inventory before and after the ad is run.

Attitude Tests:

This is an indirect measurement of the post-testing effects of advertisements on attitudes towards

the advertised product or brands. The change in attitude as a result of advertising is assessed. The
assumption is that favourable attitude towards the product may lead to purchases. Most
advertisements are designed to either reinforce or change existing attitudes. An attitude is a
favourable or unfavourable feeling about a product.  

Selecting the Media:

          Media selection is an important since it costs time space and money various factors
influence this selection, the most fundamental being the nature of the target market segment, the
type of the product and the cost involved. The distinctive characteristics of various media are
also important. Therefore management should focus its attention on media compatibility with
advertising objectives.

INDOOR OUTDOOR DIRECT DISPLAY

16
 1.Press 1. Poster 1. Envelop & 1. Displays
Postcards
(a) Newspapers 2. Painted displays (a) Window
(b) Magazines 2. Booklet
3.Traveling Displays (b) Counter
1. Radio 3. Catalogs
4. Neon signs 2. Showroom
2. T.V.
4.Sales letters
3. Cinema
5. Electric signs 3. Exhibitions
5. Samples
4. Video
4. Trade fairs

Modern Advertising Techniques:

Include seven that you should consider:

1. Email Advertising
2. Video Advertising

3. Audio Advertising

4. Search Advertising

5. Onsite Advertising

6. Mobile Phone Advertising

I recently completed a series of posts on these modern advertising techniques. The posts provide
additional information on each technique so I’ve linked to them when relevant.

17
1. E-mail Advertising:

Email advertising tops this list of modern advertising techniques because it tops the lists of new
and growing advertising expenditures. From small Internet marketers to large offline and online
stores, email advertising is vital to modern advertising and marketing campaigns.

2. Video Advertising:

Video Advertising can be done on and off line. Many local cable channels offer video ads and
infomercials on a search basis for viewers. So your ad is only seen by people interested in what
you sell. Video marketing is also big on the Internet. Most online videos are more promotion
than advertising, but they play an important role in online success.

3. Audio Advertising:

Audio advertising, whether across the Internet or the airwaves enables you to target a narrow
market and to deliver relevant and timely messages that encourage an immediate response.

Although second to video online, offline audio advertising (radio advertising) provides all
the benefits of online audio advertising. And if you advertise on highly targeted stations and
shows, it isn’t that expensive.

4. Search Advertising:

Search advertising, like Google’s Ad words, can provide much traffic for an online business, but
it can also cost far more than it returns in sales. To use search advertising effectively, you need to
constantly test your ads. Then rewrite and redesign them from your test results. There’s both skill
and science to search advertising. So before you jump in, read some e books and study the search
engine’s documents about their pay per click programs.

5. Onsite Advertising:

Onsite advertising can be considerably less expensive than search advertising. Generally a

click from an ad on site costs less than the same click from a search. With Google’s new Ad

18
Planner, it will be easy to target a market with ads across the Internet. You can even pick the sites
that you want to carry your ads and deny ones that you don’t.

6. Mobile Phone Advertising:

Mobile phone advertising is projected to grow from just under 500 million in 2006 to a almost
5 billion by 2011.And why not. It’s interactive, unobtrusive, and immediate. Most people have
their mobile phones with them all the time. So they can react instantly to banner phone ads
that catch their attention.

CHAPTER-II

19
 COMPANY PROFILE

Overview
Founded in1919 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. Under the stewardship of his nephew Shri M.P. Birla, the
company diversified and expands its business interest beyond jute, to encompass cement
PVC coated fabric, PVC floor covering and auto trims.

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

20
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.

The company renamed Birla Corporation Limited, to reflect the wide range of
operation, is the flagship company of the M. P. Birla group. The strategic focus of the
company has been on steady growth by developing and assimilating technologies of
tomorrow to manufacturing an ever widening range of value-added product, while
striving for complete customer satisfaction in India and abroad. Birla Corporation
Limited is proud of safe work practice followed at all its factories and go downs. As an
enlightened corporate citizen, Birla Corporation Limited is keenly aware of social
responsibilities too, and provides education and health care facilities for its employees,
their families and the community at large.

Its export in 2004-05 stood at Rs. 85.28crores. Over the year, BCL’s business has
grown from strength to strength.

Overview: Cement Industry

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.

21
 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 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.
The special variety of SAMRAT cement, begun produced by the company is ideal for
mass concrete. RCC / pre-stressed – pre-cast structure (for reduced thermal crack),
increased water tightness of concrete, increase resistance to Sulphate soils and aggressive
water and increased resistance to alkali aggregate reaction beside corrosion resistance
properties.

22
SCW, BVC and DVC have received the ISO 9001-2000 quality system certification,
covering the entire range of production and marketing. SCW & BVC have received the
IS / ISO 14001 certificate, an international recognition for “Implementation of
Environmental Management System” BVC have got the “Best productivity of
Performance” award from NPC during 1986-88, NCCBM recognized it for “best in
energy performance” during 1986-87. It received “National Safety Award” for
outstanding performance in achieving the longest accident free-period during 1994. In
1996, it received the runner cup under scheme –1 of National Safety Award, for the
lowest average frequency rate accident. BVC has also received “Fuller Energy
Conservation Award” as first for “Lowest Thermal Energy Consumption” (for group B’
category plants) for three consecutive years i.e. 1997-98, 1998-99, 1999-2000. SCW has
been adjudged by NCCBM the “Best in Energy Performance” during 1993-94, 1994-95,
1995-96, 1997-98. It was the second best for “Improvement in Energy Performance”
during 1996-97. SCW has also got “Fuller Energy Conservation Award” as first prize for
“Lowest Thermal Energy Consumption” (for group A category plants) for three
consecutive years i.e. 1997-98, 1998-99, & 1999-2000.

BCW & SCW have received the ISO 9001-2000 certification for Quality
Management system, covering the entire range of production and marketing and also have
received the IS / ISO: 14001 certification for BCW & CCW have bagged various awards
from NCCBM. CCW have received the “Best Productivity” award during 1989-90 &
1993-94. NCCBM recognized it for “Best Improvement in Thermal Energy Performance”
during 1993-94. It has won “Lal Bahadur Shastri Memorial National award for “Excellent
Pollution Control Implementation” for 2001-02 by International Greenland Society.
BCW was awarded “Best Improvement in Energy Performance” and “Best Improvement
in Thermal Energy Performance” during 1992-93.

23
 The Rajasthan Government gave “Bhama Shah Samman” it during 1996. VEC-IIT
Madras chose Chanderia unit for excellence in “Improving Machinery Health Condition”
during 1997. VEC, Chennai chose Chanderia unit for sustained implementation of
condition monitoring and continued Machine Health Improvement Award during 2001-
02. The Central Board awarded the “Worker Education Trophy” for worker education,
Udaipur Ministry of Labor, Government of India for excellent contribution and
Implementation of workers’ training during 1998-99 and again in 2001-02. BCW has
received excellence award in Cement Sector from the Rajasthan State Council, Jaipur,
during 2002-03.

The DWC plant has received IS / ISO 9001-2000 license for Quality Management
system certification (accredited by road voor accredited Netherlands). The capacity of the
6,00,000 tons plant increased by another 10,00,000 tons, making it the largest plant in
West Bengal. The new grinding unit, Durga Hitech Cement, has one ball mill of 165 TPH
capacities. This environment-friendly project, commissioned in 2005-06, utilized thermal
power station fly ash to produce PPC. DCW recorded 114% capacity utilization in 2004-
05, emerging as the highest growing cement unit in the eastern region.

Cement plant were set up in MP and Rajasthan and Grinding units in West Bengal and
UP.
 Satna Cement Works - 1959
 Birla Cement Works - 1967
 Durgapur Cement Works - 1974
 Birla Cement Works - 1982
 Chittor Cement Works - 1986
 SCW-Conversion Plant - 1989
 Raebareli Unit - 1998

24
 LIST OF DIRECTORS
FOUNDERS OF M. P. BIRLA GROUP:

LATE SHRI. M. P. BIRLA LATE SMT. PRIYAMVADAJI BIRLA

BOARD OF DIRECTORS:

(LATE)MR. RAJENDRA S. LODHA MR. B.R. NAHAR (E.D.)

25
MR. N. K. KEJRIWAL MRS. NANDINI NOPANI

MR. HARSH V. LODHA MR. PRACHETA MAJUMDAR

(CHAIRMAN)

MR. VIKRAM SWARUP MR. ANAND BORDIA

26
Achievements

1. SCW, BVC & DCW have got ISO 9002 quality certification,
covering the entire range of production & marketing.
2. Best Energy performance award in 1995-96 & 1994-95.

3. Second best improvement in energy performance award in

1995-96.
4. Top export award in 1994-95.

5. First prize in productivity to CCW in 1993-94.

6. Special Export award in 1993-94.

7. Best Energy performance award to SCW in 1993-94.

8. Special export in 1992-93.

9. Top export award for 1990-91 & 1991-92.

10. Second Best Performance in 1991-92.

11. Best Performance award in 1989-90.

27
 AWARD EARNED BY SCW AND BVC

S. NO. AWARDS AWARDED BY YEAR UNIT

1. Best Energy Performance NCB, New Delhi and 1986-87 BVC

Award Ministry of Power Govt. 1993-94 SCW
of India 1994-95 SCW
1995-96 SCW
1996-97 SCW
1997-98 SCW

2. Fuller Energy Conservation M.P. Chamber of Cement 1997-98 SCW

Award Manufactures Association. 1998-99 SCW
1999-00 SCW
2001-02 SCW

1997-98 BVC
1998-99 BVC

3. Best Productivity Award National Productivity 1987-88 BVC

Council, New Delhi

4. Export Award CAPEXIL, Kolkata 1990-91 BVC

1991-92 BVC
1993-94 SCW &
1994-95 BVC
1996-97 BVC
1997-98 BVC
2001-02 BVC

28
5. National Safety Award Ministry Of Labour, Govt 1994 BVC
of India

6. ISO-9001 for quality RWTUV, Germany Since SCW &

Management July BVC
1994
Renewed
every
year

7. IS / ISO-14001 for BIS, New Delhi Since SCW &

Environment Management Sept. BVC
1999
Renewed
every 3
year

8. Sagmania Mines Safety DGMS 1997-98

Award

9. Mines Environment & ISM, Dhanbad 1997-98

Mineral conservation Overall 2002-03
Performance

10. Best Energy Conservation Rajiv Gandhi Memorial Oct 2004 SCW
Implementation Gold National Award
Award

29
 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 an to a dry one in the
year 1989. These modern plant 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.

Both the plant uses the global technology for the production of goods & consistent
quality cement. The Stacker Reclaimer Technology & the alkali by pass system along
with other sound technology make the manufacturing process of Birla Cement Khajuraho
a highly competitive & unique one.

The various varieties of cement produced at these plants are:

1) Ordinary Portland Cement (33, 43, 53 grade)

2) Portland Pozzolana Cement (PPC)
3) Low alkali Cement.
4) Sulphate resistant Cement.
5) Special Cement for Indian Railway Sleeper (IRS-T-40)

30
The benefits of using high quality cement manufactured by the company are :

1) Ideal for mass concrete structure.

2) Reduce thermal cracks.
3) Increased water tightness of concrete.
4) Higher fineness, ideal for plastering.
5) Increased resistance for sulphate attack & aggressive water.
6) Increased resistance to alkali aggregate reaction.
7) Improved durability.

General Review

The year 2005-06 was the most successful year of the company since its inception
in terms of financial performance. The company, maintaining stable growth, posted 7%
increased in turnover to Rs. 1433.44 crores as compared to Rs. 1342.64 crores in the
pervious year. The interest cost further reduced during the year Rs. 13.62 crores as
compared to Rs. 21.69 crores in the previous year. Profit before tax recorded at 54%
jump when up to Rs. 144.09 crores from Rs. 93.70 crores in the previous year. The
company recorded the highest ever turnover, cash profit, profit before tax and profit after
tax during the year. The management continued its effort to control and reduce cost
across all the division at all levels. Profitability of the company improved due to increase
in volumes, sales price realization and better operating efficiencies.

31
 Corporate Matters

Thermal power plant of 27 MW each for captive use at the company’s units at
Chanderia and Satna were installed and put to use during the year. These power plant are
expected to reduce the power cost significantly and increase the operational efficiencies.

The company’s new unit: Durga Hitech Cement, adjacent to the existing plant at
Durgapur, West Bengal was also commissioned for commercial production on 24
December 2005.

The company has taken up steps to enhance the capacity of clinker production at
its plant in phases. The project once executed, will result in saving in fixed running cost
and existing infrastructure like railway siding and power plant will also be used
optionally.

Effort to shift Soorah Jute Mill’s to Birlapur from heart of Kolkata city for
economic viability, operational efficiencies and environmental issues are continuing.

32
CHAPTER-III

33
 REVIEW OF LITERATURE

Industry has been defined “as a process in which changes of a series of

strategically production are taking place and it involves those basic changes that
accompany the mechanization of an enterprise. The building of a new industry and the
opening of a new territory”

The achievements in the field of industrial development during the past three
decades in India have been significant and substantial in many respects

There is considerable literature on cement industry befitting, its long and

chequerred history and high economic importance. A good deal of analytical literature
exists at broad levels covering problems associated with productivity, financial
performance, size and technology, manpower and location.

Gupta.M.C.(2000)discussed the study revealed that profitability of the units has

been consistently good things largely to the partial decontrol of cement.

HarshDwivedi (2001)discussed to its wider ramification, analyzing among other

things, stages of control, marketing practices, trends and innovation, consumer preference
and importance of management. He found that existing capacity were inadequate to meet
the growing demand for cement and marketing practices lacked depth and realism.

R.Ramanujam (2005) discussed its wider ramification, analyzing among covering

all aspects of cement unit, cost of production, productivity, marketing and finance. He
found that in the liberalized economy, the industry has a favorable market factories affect
capacity utilization viz., power cut, inadequate supply of coal and its poor quality and
shortage of forenighe wagone, with all these areas under government control, the gult
must take necessary steps to remove the hurdles

M.selvaraj(2007)discussed to the limited aspects of cement unit like finance,

administration, human resource and marketing aspect etc. he found that as cement market

34
has turned out to be a buyers market in recent years, effort should be made by the
government and cement manufacturers association to popularize cement by exhibiting
various uses of cement and thus creating an increase in the demand of cement.

K.shanmuga Vadivu (2011) discussed the research study has brought sufficient
market opportunity for the cement industry in different areas in Karur district, it has been
brought out in the report that. The various problems faced by the dealer, the trend in
cement industry. Almost all the companies understood customers insipid for quality. The
need of the hours is to have an effective distribution network so that supplies reach and in
time to customers. This will also help to ensure increased sales and promotion activities.

1. M.C. Gupta, profitability analysis of cement industry with special reference to

Rajasthan 1988.

2. Harsh Dwivedi, cement industry in India Marketing perspectives, New Delhi:

Classier Publishing House, 1994.

3. R. Ramanujam, study on cement industry in Tamilnadu, 1996.

4. M.selvaraj, financial administration and human management in Indian cement

industriy,1996.

5. K. Shanmuga Vadivu, A study on marketing of cement in chettinad cement

corporation Ltd., puliyar at karur district in tamilnadu, 2002.

35
CHAPTER-IV

36
 OBJECTIVES OF THE STUDY

1.    To know the effectiveness of advertising towards birla cement.

2.    To understand the most effective media for advertisement for birla cement.

3.    To find out the reasons for liking the advertisement of birla cement.

NEED OF THE STUDY

Need to doing the study on advertising effectiveness is whether the Advertising campaign
was successful or not, the awareness level of products, the advertising campaign increased
the customer base or not and which media carry the advertisement successfully.

SCOPE OF THE STUDY

1. The study will attempt to find out the advantages level of products.
2. The study can help to find out whether the advertisement is reached the target audience.

3. The advertiser can identify the gap of improvement themselves.

4. The study can find out whether the advertisement was educating the customer in right
way or not.

37
CHAPTER-V

38
Research Methodology
Research methodology is a systematic and scientific method to know the truth and reality behind
phenomena. Research methodology is the way to systematically solve the problem. When we talk
about research methodology we not only talk about the research method but we also consider the
logic behind methods we use in the context of our research study and explain why, we use a
particular method or technique and why we are not using other, so that research result are capable
of being evaluated either by the researcher himself or the others.

The aim of result is a process recording and analyzing the critical and relevant facts about
the problem in any branch of human activity.

In this study descriptive type of research design has been used.

Sample Designing
The research must decide the method of selecting a sample of what is properly known as the
sample design.

In any field in inquiry all the items under consideration constitute a universe or population. A
complete enumeration of all the items in the population is known as census inquiry. It can be
presumed that in such an inquiry when all the item are covered no element of change is left and
highest accuracy is obtained. But in practice this may not be true. Even the slightest element of
bias in such an inquiry will get large and larger as the no. of observation increase.

Sample method : Through Questionnaire.

Sampling Area : Birla cement limited.

Sample Size : 50 Respondents.

39
Duration of study : A period of 6 weeks.
Research Method

Collection of data
The dealing with the real life problem it is often found that data collected at
the end are inadequate, and hence, it become necessary to collect the appropriate data, which
differ considerably in context of money cost, time and other resources of disposal of other
research.

Primary data
The data that are the current nature of and are collected from the Dealers and
customers at the time of survey are called as primary data. These data are very important part of
data analysis and interpretation.

Secondary data
Data that are already available i.e. they refer to the data which he/she already
being collected and analyzed by someone else. It may either be published data or unpublished
data.

Research is a procedure of logical and systematic application of the fundamentals of

science to the general and overall questions of a study and scientific technique which provide
precise tools, specific procedure and technical rather than philosophical means for getting and
ordering the data prior to their logical analysis and manipulation. Different type of research
designs is available depending upon the nature of research project, availability of able manpower
and circumstances.

Research Design: The research design is the blueprint for the fulfillment of objectives and
answering questions. It is a master plan specifying the method and procedures for collecting and
analyzing needed information.

40
 Research Instrument:  Research instrument used for the primary data collection is
Questionnaire.

Sample Design:  Probability Sampling.

Sampling Technique:  Convenience

            Sample Size: 100 Respondents.   

Area of Study: SATNA CITY, SATNA.

Statistical Tool Applied: Percentage Analysis.

41
 CHAPTER-VI
DATA ANALYSIS & INTERPRETATION

42
 Q.No.1) Do you see the advertisements?

Particulars No. of respondents Percentage

Yes 100 100%
No - -

Pie – Chart:

Inference:

Above chart reveals that 100% of the respondents see the advertisements.

43
 Q.No.2) Do you think advertisement of Cement is required?

Particulars No. of respondents Percentage

Yes 96 96%
No 4 4%
Total 100 100%

Pie – Chart:

Inference:

Above chart reveals that among 100 respondents 96% of the respondents’ view that
advertisement of Cement is required while 4% of the respondents view that advertisement of
Cement is not required

44
 Q.No.3) Have you seen the advertisements of Birla Cement?

Particulars No. of respondents Percentage

Yes 100 100%
No - -
Total 100 100%

Pie – Chart:

Inference:
Above chart reveals that all respondents are see advertisements of Cement.

45
 Q.No.4) through which media you have seen it?

Sources No. of respondents Percentage

T.V. 92 92%
News papers 4 4%
Magazines 2 2%
Others 2 2%
Total 100 100%

Pie – Chart:

Inference:

Above table reveals that 92% of the respondents are of opinion that they have seen the
advertisements on T.V. while 4% are of the opinion that they have seen the advertisements
through newspapers.

46
 Q.No.5) Do you like the advertisements of Birla Cement?

Particulars No. of respondents Percentage

Yes 94 94%
No 6 6%
Total 100 100%

Pie – Chart:

    

Inference:

Above table reveals that among 100 respondents 94% of respondents like the
advertisements of Cement while 6% of respondents don’t like the advertisements of Birla
Cement.

47
 Q.No.6) why do you like the advertisements of Birla Cement?

Particulars No. of respondents Percentage

Because they have famous 14 14%
personalities
Because of good music 14 14%
Theme and making is 60 60%
appealable
Any other reason 12 12%
Total 100 100%

Pie – Chart:

Inference:

Above chart reveals that among 100 respondents 60% of the respondents’ like the
advertisements due to theme

48
 Q.No.7) could you Recall any advertisement of Birla Cement?

Particulars No. of respondents Percentage

Yes 88 88%
No 12 12%
Total 100 100%

Pie – Chart:

 Inference:

Above chart reveals that Among 100 respondents 94% of respondents recall the
advertisement of Birla Cement and 6% of respondents didn’t recall any advertisement of Birla
Cement.

49
 Q.No.9) which media is presenting the advertisement is necessary for sale of Birla
Cement?

Particulars No. of respondents Percentage

T.V. 60 60%
Newspapers 18 18%
Magazines 12 12%
Others 10 10%
Total 100 100%

Pie – Chart:

Inference:

Above chart reveals that among 100 respondents 60% of the respondents’ view that T.V.
is presenting the advertisement is necessary for sale of Birla Cement while 18% said that
Newspapers, 12% said that Magazines and 10% said that others.

50
 Q.No.10) did the advertisements of Birla Cement create
awareness about brands and make to consume product?

Particulars No. of respondents Percentage

Yes 84 84%
No 16 16%
Total 100 100%

 Pie – Chart:

   

Inference:

Above chart reveals that among 100 respondents 84% of the respondents agreed that
advertisement of Birla Cement create awareness about brands and make to consume product.

51
 Q.No.11) did advertisement give affect on your consumption of cement?

Particulars No. of respondents Percentage

Yes 73 73%
No 27 27%
Total 100 100%

Pie – Chart:

Inference:

Above chart reveals that among 100 respondents 73% of the respondents’ view that
advertising gives effect on their consumption of birla cement while 27% of the respondents view
that advertising didn’t give affect on their consumption of birla cement .

52
 Q.No.14) did the famous personalities affect your brand choice?

Particulars No. of respondents Percentage

Yes 83 83%
No 17 17%
Can’t say 3 3%
Total 100 100%

Pie – Chart:

Inference:

Above chart reveals that among 100 respondents 83% of the respondents said that famous
personalities affect their brand choice while 17 said no and 3% of the respondents said can’t say.

53
 CHAPTER-VII
FINDINGS & SUGGESTIONS

54
 FINDINGS

It has been found that:

 96% of the respondents’ view that advertisement of Birla Cement is required.

 92% of the respondents are of opinion that they have seen the advertisements on T.V.

 60% of the respondents’ like the advertisements due to theme.

 94% of respondents recall the advertisement of Birla Cement.

 60% of respondents are view that advertising is very necessary for sale of Birla Cement.

 60% of the respondents’ view that T.V. is presenting the advertisement is necessary for
sale of Birla Cement.

 84% of the respondents agreed that advertisement of Birla Cement create awareness
about brands and make to consume product.

 73% of the respondents’ view that advertising gives effect on their consumption of Birla
Cement.

 79% of respondents’ views that famous personalities and slogans are necessary for
advertisement of Birla Cement.

 82% of the respondents’ view that advertisement reminds them brand name while
purchasing.

 88% of the respondents said that advertisement of Birla Cement helps them to make
better selection.

55
 SUGGESTION

 Media should be selected according to the choice of customers.

 It should be attractive one so that people are attracted toward the advertisement.
 The indoor media only reach to more no. of customers so, that the advertisement of birla
cement also can advertise in local channels and local newspapers.
 The advertisement should be in regular time.
 Can advertise is more outdoor media because it cost is very less compare to other media
and also it can reach some time more customers mind.
 Advertisement in newspapers media now not in front page, if that advertisement in
FrontPage means it can reach more customers.
 Birla cement should conduct periodical study to know the level of customer satisfaction.
 Like postal advertisement is very cheap and also it can reach our customer regular time
period means we can retain our customer and we can maintain good relationship with
customers.

56
CHAPTER-VIII
LIMITATIONS

57
 LIMITATIONS

Though the research was administered with dedication but there may be some error
that is practically unavoidable.

1. The project relied mainly on the primary data.

2. Consumer gives very unclear picture.

3. The study is based on limited sample.

4. It begin my first attempt to undertake such a study, thus the inexperience is also an
obstacle to accomplish the project in a proper way.

5. The main limitation was time. There was problem to contacting the businessmen
and servicemen due to shortage of time with them.

6. The data is collected from the consumer is qualitative in nature. i.e. views, opinions
and perceptions. These factors may be changed from time to time.

58
CHAPTER-IX

59
 Conclusion

Distribution channels are behind every product and service that consumers and business buyers

purchase everywhere. Usually, combination on institutions specializing in manufacturing,

wholesaling, retailing and many other areas join force in Distribution channels. A Distribution

channels are a set of inters dependent organization involved in the process of making a product

or service available for use or consumption. Distribution channels decisions play a role of

Strategic importance in the overall presence and success a company enjoys in the market palace.

The starting point of this paper is the term distribution and its meaning. Distribution channels are

defined and classified.

60
CHAPTER-X
REFERENCES

61
REFERENCES:-

BOOKS

Research Methodology : C.S.R. Kothari

Principles of Marketing : Philip Kotler, Prentice Hall of India

Fundamentals of Marketing : William J. Stanton, Mc Graw Hill, New Delhi

Websites:-

62
1) www.scribd.com
2) Slideshare.com
3) Wikepedia.com

CHAPTER-XI
63
 ANNEXURE

QUESTIONNAIRE:

A Study on Advertising Effectiveness of Birla Cement

Background Information

I)       Name : ____________________________________

II)      Age : ____________________________________

III)     Qualification : ____________________________________

(i) Illiterate (ii) Below metric

(iii) Metric (iv) Graduate

(v) Postgraduate

64
1) Do you see the advertisements? ( )

(a) Yes (b) No

2) Do you think advertisement of Birla Cement is required? ( )

(a) Yes (b) No

3) Have you seen the advertisements of Birla Cement? ( )

(a) Yes (b) No

4) Through which media you have seen it? ( )

(a) T.V. (b) Newspapers

(c) Magazines (d) Others

5) Do you like the advertisements of Birla Cement? ( )

(a) Yes (b) No

6) Why do you like the advertisements of Birla Cement? ( )

(a) Yes (b) No

7) Could you recall any advertisement of Birla Cement? ( )

(a) Yes (b) No

8) Do you think advertising is necessary for sale of Birla Cement? ( )

(a) Necessary (b) Very necessary

(c) Not necessary (d) can’t say

65
9) Which media is presenting the advertisement is necessary for sale of Birla Cement?

(a) T.V. (b) Newspapers ( )

(c) Magazines (d) Others

10) Did the advertisement give affect on your consumption of Birla Cement?

(a) Yes (b) No ( )

11) Do you agree that advertisements of Birla Cement help you to make better selection?

(a) Yes (b) No ( )

(c) Can’t say

Textbooks:

 Zikmund, William G. “Business Research Methods” Thomson south – western 7th edition.
 Philip kotler, “Marketing Management” prentice hall of India, 13th edition.

 Chunawalla, S.A., “Foundation of advertising theory & Practice”. Himalaya Publishing

House, 5th edition.

Newspapers:

 Hindustan Times.
 Times of India.

Magazines:

 The Times.
 4P’s.

66
Internet Sources:

 www.wikipedia.org.
 www.birlacement.com

67