Literature review

Literature review: - 1

All the operations of cement is computerized through an ERP software containing modules for Inventory,

Purchase, Finance, Sales & Distribution, Costing, Excise &Taxation, HR & Payroll and MIS. These modules

are fully integrated and any entry made in one module is readily available in another module The reach of this

software widely spread and touching all manufacturing, distribution, marketing and selling point located in the

states of MP, UP, Bihar, Jharkhand, West Bengal, Delhi, Uttaranchal, Chhatisgarh, Haryana, Punjab.

FUNCTIONS OF LITERATURE REVIEWS

The most popular patterning of chapters in theses and dissertations goes something like this:

1: Introduction

2: Review of the Literature

3: Methodology

4: Results/Findings

5: Analysis and Interpretation of the Findings

6: Summary, Conclusions, Applications, and Recommendations for Further Study Such a pattern implies that

the entire collection of information from the professional literature belongs in. However, whether it’s wise to

locate all references to the literature within a separate chapter is a matter of debate. Two questions worth

answering are :(1) What function is material from the literature expected to perform in your project?(2) Where

in the final version of your thesis or dissertation can such material most reasonably be located?

A typical answer to the first question is that faculty advisors want your project not only to display your ability

to answer the particular question on which your research will focus, but also to demonstrate how skilfully you

A recent joint study released by the National Association of Home Builders (NAHB) and McGraw-Hill

Construction has discovered that some 85% of homeowners who current Lyon green homes are happier with

their new homes than with their previous houses and those green

Philadelphia: B.Franklin’s Press:

Journal article: Marx K. (1998). "Sociology in the Third Reich". New European Social Thought, 14 (3), 123-

142. The second, from the Chicago Manual of Style (1993), is often used for studies in the humanities. It

sometimes is also found in educational and certain social-science publications. Book: Raleigh Walter. A

Complete History of the World. London: The Tower Press (62nd ed.), 1999. Jamul article: Johnson Ben.

"W.Shakespeare and the Kate who kissed". Elizabethan Archives, 8 (1604): 67-82.

1. Suggest ideas for research problems

Well before the time you actually start work on my project, can be on the lookout for potential research topics.

While reading a textbook, listening to a lecture, or browsing through a journal, my intuitive reaction to items

may signal potential topics. Such reactions can be recognized in my spontaneous response to what encounter:

"That may not be true in all cases" or "Surely that’s an oversimplification of a complex situation" or "Now

that’s an idea worth following detail" or "I can’t draw such a broad conclusion from such a limited sampling of

people" or "There must be a better way to test that theory."On these occasions, may find it worth the bother to

jot down my reaction and to suggest.

Even in a vague way, the kind of study that could derive from my response. Adopting this habit enables to

compile a list of research possibilities from which can select my thesis or dissertation problem.

2. Identify strengths and weaknesses of others’ theories and empirical studies

Authors of books, articles, and book reviews in my discipline frequently offer assessments of work in that

field. Those analyses can prove useful for my own work by alerting to weaknesses to avoid and suggesting

good ideas to incorporate in my own study. By pausing in my reading to note these features and to identify the

publication in which they appear (author, year, title, volume, number, publisher, page number), gradually

accumulate references that may prove helpful for my project. Identify theories that can be applied or tested.

The word theory, as we use it throughout this book, is a proposal about (a) what variables are important for

understanding some phenomenon and (b) how those variables interact to make the phenomenon turn out as it

does. Thus, a political theory may be designed to explain why people vote the way they do in elections. A

sociological theory may show how and why people within a family may rise or fall on a social-status scale

from one generation to the next. An economic theory may explain stock market cycles of advance and decline.

An anthropological theory may offer reasons for the appearance of particular religious practices within

representative cultures. A psychological theory may identify factors affecting compulsive behaviour. An

educational theory may propose how teachers’ personality characteristics interact with pupils’ characteristics to

affect pupils’ academic performance. Thus, in the professional literature, may find theories which thesis or

dissertation will test empirically extend, revise, or replace. During your reading, as ideas about theories come

to mind, may find it worthwhile to record my thoughts.

Suggest methodological approaches.

The word methodology is used here to mean the steps I will follow in answering your research question,

including the kinds of information collect, how collect it, and how you classify and interpret the results. The

professional literature is a valuable source of methodological possibility, including the advantages and

limitations of different approaches. Such information not only can guide your choice of a research design but

also can aid you in devising a defence of that choice. Therefore, as you browse through the literature, you can

profitably take notes about (a) the components of a given method, (b) the kinds of research problems for which

that method has been used, and (c) the method’s strengths and weaknesses.

Explain data gathering techniques and instruments.

Each research design includes ways of collecting information, such as, analyzing the contents of documents,

conducting an opinion survey, observing people’s behaviour, administering tests, or carrying out an

experiment. Journal articles or single chapters of an edited book, because they are restricted in length, may

mention the data collecting methods and instruments but not describe them in detail. I will find this practice

satisfactory if the instrument that a writer mentions (such as a test or questionnaire) is a standardized, published

document whose specific nature you can discover by obtaining a copy and reading its instruction manual. But

authors’ tests, questionnaires, or interview protocols are often ones they created on their own and may not be

reproduced in the account of their research. In these cases, if it is important that you learn the specific nature of

a data-gathering technique, you may need to hunt for the study’s original, detailed description (perhaps in a

book or dissertation) or else write directly to the author to request a copy of the account. Provide typologies

and taxonomies for classifying data. A quantity of collected information - such as historical accounts, survey

responses, and test scores - is typically an incomprehensible mess until it’s been classified and summarized.

The professional literature contains alternative ways this can be done. Taking notes about different approaches,

along with each one’s advantages and limitations, prepares for writing the portion of my thesis or dissertation

in which (a) Discuss alternative classification schemes(b) Tell which scheme you adopted, and(c) Defend the

suitability of that scheme by comparing its features with the strengths and weaknesses of other options.

Suggest statistical and graphic treatments. Numbers, tables, diagrams, and pictures are among the devices

useful for classifying and summarizing data. Therefore, as my peruse the literature, may benefit from

contemplating the kinds of data intend to collect and from taking notes about authors’ statistical techniques,

kinds of tables, and graphic displays that might wish to include in my own study. Illustrate ways of interpreting

research results. The word interpreting in the present context refers to explaining to readers what your

classified information means. This is the "so what?" phase of research. The professional literature can help

prepare you for the interpretation task by illustrating the diverse conclusions authors have drawn from their

data. It’s useful for me to note which modes of interpretation in the literature find most convincing, and why.

Conversely, I can also determine which interpretations consider weak, and why. This exercise can aid in

establishing criteria to guide the conclusions drawn from my own data. Suggest outlets for publishing the

completed product. I will reach a broader audience with my project if the results can be disseminated in some

form other than that of an unpublished thesis or dissertation. That form may be an abstract, a succinct journal

article, a microfiche or Microfilm version of the entire work, a chapter in someone else’s book, or an entire

book itself. During your review of the literature, you may locate potential outlets for the type of research my

project involves. Recording the addresses of those outlets and noting the form that each type assumes can

prepare you for contacting sources of publication once your project is finished. In summary, the professional

literature has many potential functions for promoting the quality and speed of my work. Recognizing these

functions at the outset of your project, then taking proper notes during the search, helps ensure that I invest my

timeeconomically.1. In the following list, place an X on the line in front of each function that your search of

the literature is intended to perform.2. For each of the functions that you checked under product, make a list of

key terms I plan to use to guide my search of the literature.

3. Specify the bibliographic form you will adopt for listing references at the end of your thesis or dissertation.

For each type of resource that you will use in the literature, prepare a sample reference to guide note-taking

during the literature search. Specifically, prepare a sample for (a) A book by a single author,(b) A book by

multiple authors,(c) An edited book,(d) A journal article by a single author,(e) A journal article by multiple

authors,(f) A periodical article with no specified author,(g) An encyclopaedia entry,(h) A newspaper article,(i)

An unpublished conference paper,(j) An unpublished thesis or dissertation,(k) A personal communication

(letter, phone call, e-mail),(l) A report on the Internet, and any other type of resource you plan to use. Specify

the form in which you will cite references within the body of your thesis or dissertation. Create a sample of this

form for each type of literature resource that you intend to consult. Do plan to use a code system for identifying

the functions that material from the literature is expected to perform? If so, describe the form that the codes will

assume, and specify the meaning of each item in your code system.

What to Record and How to Record It

If I have used function questions to guide your search, then the problem of what to record from the literature is

obviously solved. Simply write answers to your questions. It is also the case that, as survey the literature,

contents of the article or chapter are reading may suggest further search questions that had not occurred to me

before. Thus, not only record the information I have found but also add to my search strategy the question

generated by that information. The matter of how to record what I find can involve considering both what

form to use and how to code what record.

Search Strategies

An approach some students use is the generally-browse-and-peruse strategy. They hunt for books and journals

in the broad area of their topic, and then read the sources in detail, hoping to find material that might apply to

their project. In my experience such a method is very inefficient. A specify-and-look-up strategy is far more

productive because it save slots of time, eliminates wading through pages that will be of no use, and guides to

where relevant material should be located in my project. When employing a specify-and-look-up approach,

first decide which functions intend literature survey to serve. Those functions can be cast as questions you plan

to answer, such as:

What studies have already been conducted about my topic, and what conclusions did the authors draw? What

key terms did the author use that can relate to my study, and how were those terms defined? What are

methodological strengths and limitations of previous studies relating to my topic? On what theories have

previous studies been founded? Or, which theories have been applied in previous studies? Additional

questions of this sort can focus on the other functions we described earlier in this chapter. Armed with your

guide questions, you skim through book chapters, journal articles, or newspaper accounts to find the answers

you seek. As a result, rarely, if ever, read a book straight through. Instead, you hunt up answers to my

questions. In some instances this will require a detailed perusal of one or more chapters - sometimes an entire

book or monograph - as when wish to thoroughly understand the theory on which the study was grounded. In

other cases, my task consists of hunting only for a key word or phrase in the book’s index (as in learning how

an author defined a term that will be important in my project); then read only the pages whose numbers appear

for that wording the index. Sometimes my search will be guided by a single question. In other cases, I will find

it economical to look up answers to several questions at the same time in order to make the most efficient use

of a book, dissertation, or journal that would be difficult or inconvenient to obtain on a future occasion.

FINDINGS

Brand Preference

1. First I found that most of the people purchase cement from market for purpose of builds House, Buildings,

Road and construction etc. Mostly people are using PRISM & JAYPEE Cement In SATNA area but in sum

particular area in Satna like:NAGUD,SINGHPUR,MAIHAR,UCCHARAHA, BIRALA ROAD AND

RAMPUR there are mostly uses of Jaypee (buland )cement for different-different purpose.

2. Secondly I found that users are more in the market but they want in less price and also commission in hole

sell.

3. After survey, I found that dealer has a capacity to sell the Cement and exclusive dealers are also important in

selling the Cement.

4. I also found that different type of promotional active play a crucial role in selling the cement.

Utility.

5. There are much utility of the cement and use for multipurpose. In this case our product (BULAND) fits for

all the cases and gives full performance that’s why peoples are like more& using this cement.

Demand of Cement customer

6.Most of the customer demand various type of cement like Bulund, prism ,Maihar ,ACC,BIRLA and other

type of cement which is use for same purpose and do same work.

7. Awareness about the features of our product is very much than others that’s why there is high demand of

our product.8.In buying influence the factor which affects the customer in choosing the Brand. In case of other,

reference plays an important role in strong concrete power.9.Most of the people demand the cement season by

season in bulk but its minimum use in allseason.10.Most of the cement company is found to be existing in the

sub urban areas.

Conclusion

During two months of my training I have studied the various strategies of Cement brand positioning for

generating awareness among the people. As such all-promotional tools are effective. Promotional department

plays a significant role in Cement brand building. It generates high revenue for company. It plays a crucial role

in making awareness to the general public. They offer variety of good quality product, which lure the

customers for buying. It produce new brand time to time according to the latest trend. The amendment in the

personnel of the company and any achievement of the company due to their valuable contribution leads to

enhance the moral of Theemployees.The Company conducted the customer satisfaction survey for

strengthens relationship with the customers. This will help the company on three ways:

Firstly; it will let company know where it lacks, how it could be rectified.

Secondly; it make the customers make them feel that they are important for the company and lastly in

assessment of the sales executives performance. About the Cement industry: The Indian Cement is also

increasing in manner. The main reason behind this is the ever-developing Indian economy. With the

economic development, the frequencies of the changing Infrastructure in Cement sector have increased

tremendously because of the old players are increasing their capacity and new players are emerging at very

rate. Although the new players cannot harm the old once but what they can do is that they can eat away some

of the market share of the companies. Thus, big players take this point into consideration and develop their

strategies. During my project I have realized that the India has vast potential for the Cement industry and it

needs aggressive marketing strategies to tap the untouched areas and to withhold position in the market.

Recommendations

• The demand of buland cements more than other cement but being a shortage of buland cement continue

supply is affected into the market. So strictly give attention of the supply of buland cement in the rural area and

towns.

• The population of rural area’s no more educated he always require to suggestion of masons, friends and

dealer so arrange the meeting with dealer’s and other related customer s of JAYPEE (buland) during between

1 to 2 months in year periods about the selling of JAYPEE(buland).

• In the quality main problem of fly ash, because of fly ash the cement bleakish.

• Jaypee more require advertisement in rural area, more ads in outside less in city especially in shops.

• In Satna region the supply is week so more attention on supply.

• Prices the matter of price fluctuations should be looked into and the subsequent effect of them on the buying

behaviour should be addressed.

Reference: - Finding-Market-Potential-of-Jaypee-Buland-in-the-Market

Literature review:-2

EXECUTIVE SUMMARY

The word ‘Cement’ may be defined as a substance, which can join two or more pieces of some other

substance together to form a unit mass. Cement is a fine power which when mixed with water and allowed to

set and harder can join different components together to give a strong structure mechanically. Thus cement can

be used as a founding material for bricks of for founding solid particles of different sizes (rubble masonry) to

form a monolish.

Cement is an essential commodity, which is available in two types, the OPC and the PPC. India is the second

largest producer of cement.

In Rajasthan, Mangalam cement limited, a unit of B. K. Birla group of companies is having its monopoly in

both, the market shares as well as the customer confidence; this is because of its superior quality product and

excellent customer services. The company runs round the clock and its policy of maintaining is helpful in

providing better quality clinker. The company is having its own limestone mines, which are spread in the area

of 10 sq km.

The company is maintaining its TPM (total productivity maintenance) policy. TPM of each and every activity

in the industry is maintained with special care for profitability with the investment of employees.

The title of the project is “a study of brand equity of Birla Uttam” that focuses over the brand image of Birla

Uttam cement. It also focuses over the various factors like demand, sale, quality, reliability and consumer

expectations etc. The research is descriptive in nature and for this purpose, questionnaires and communication

with all the competitors as well as dealer and retailer is to be used. Besides, response of contractors and

builders is also considered for determining the purpose of research.

At last the project will be beneficial both for company as well as reader who want to gain inside knowledge

about current position of brand equity of Birla Uttam in cement market.

The questionnaire is used as the source of data. The current problem that the company is facing is also

identified with their probable solutions which are included in the report. This report will be beneficial both for

the company and for those who want to gain knowledge about the cement industry and its prospects.

All cement is having two grades, OPC & PPC. Generally, the OPC cement is more preferred by the

wholesaler / retailer. But in the case of final customer, very few customers are having knowledge about OPC

& PPC. The various factors that affect the demand of cement as well as particular brand sales are like quality,

prices, season, promotion strategy of company or competitors, relationship with suppliers, discounts and

supply position because all these helps to create demand of cement. But the quality is the factor, which is

considered by most of suppliers as well as customer. This is the reason that all cement company’s emphasis is

on quality in their advertising.

Price is the second consideration factor because the price difference among various brands is generally very

less as price determined for basis and CMA determine the prices. There is no price elasticity of demand as

cement is essential commodity its demand is not influenced with increases or decreases prices in case of final

consumer. But wholesales and retailer are slightly influenced by prices.

There is no seasonal impact on demand but generally Apr., May and June are considered as a peak time.

promotional strategies of company / competitors have a crucial role in positioning the brand image as it is clear

that quality is most important factor, so advertisement mainly emphasis on quality (for Ambuja- Virat

compressive strength and for Birla plus har Nirman ki jan).

RESEARCH METHODOLOGY

INTRODUCTION

Research methodology is a framework, a blue print for the research, which guide the collection and analysis of

data.

RESEARCH DESIGN

• TYPE OF RESEARCH:

This research is descriptive in nature.

• RESEARCH INSTRUMENT:

Survey method-questionnaire based survey this questionnaire consist multiple choices and some this close-

ended structured question are easy to summarize and there is no scope for misinterpretation.

• DATA COLLECTION:

In this study, for primary data collection we have used questionnaire method. This is written and in organized

format containing all questions relevant to soliciting type, in which all questions and answers is specified and

comments in the respondents own words are held to a minimum. The unstructured questionnaire is useful in

carrying out in depth interviews where the aim is to probe for attitudes and reasons. For secondary data we

have used the data prepared by Mangalam cement & other data circulated by cement manufacturers

association to its member companies.

• SAMPLE DESIGN

For this study in designing the sampling the sampling plan, we have used the non-probability convenience

sampling method. The sampling units for this study are dealers, big civil contractors & builders concerning to

cement industry.

• THE SAMPLE FRAME HAS DIFFERENT FEATURES COVERING A VARIETY OF

UNITS.

• Dealers locate in kota proper and dealers at Tahsil and other places in kota district

• Private contractors who are engaged in construction activities and repair works

• Public contractors who are engaged in carrying out big projects of government such as construction, canals,

road construction etc.

• Builders those who are engaged in the activity of building construction

• Domestic users who have their petty requirements for small repair and construction activities.

Findings

• 22 outlets are there ACC is available. The data is based on single brand selling shop as well as multi brand

selling shop. In the survey of 90 outlets there were 50 outlets where Birla Uttam available. Out of 50 there are

some outlets which selling single Birla Uttam only and some are selling more than one brand. Similarly about

26 outlets are of Birla plus and 25 outlets of Ambuja.

• 30% market is of Birla Uttam and 22.22% market is of Birla plus. These two brands are highly demanded in

market. The market demand of Ambuja is slightly down by 2% that is 20%.

• 42 dealers say Birla Uttam demanded just because of reliability and 38 dealers say Birla Uttam demanded

because of quality. Ambuja and Birla plus are in demand just because of quality but if we see Bangur and acc

are demanded just because of low price. So in price both Bangur and acc is major competitor in market.

• 36.67% is of quality so quality is the first preference, 32.67% is of reliability so reliability is second

preference, and 16.67% is of price so price is third preference and 4% of packaging so packaging is the fourth

and last preference for the demand of cement. (Data ref. from last table)

• Most of the dealers & retailers deal in three brands. No. of shops on which three brands are available are 26.

There are very few shop which sale 1, 4, more than 4 brands, these are 14, 14, and 12, respectively.

• 22 dealers prefer Birla Uttam to sale. Similarly Birla plus and Ambuja are also high prefer brands in market

because they all are demand. Above graph depict only 15 dealers out of 90 prefer acc and 12 prefer Bangur.

That shows Birla Uttam is highly preferable brand in district city of Hadoti.

• 38.89% dealers prefer cement brand on the basis of margin and 33.33% prefer just because of demand.

Supply and quality is very few preferable reasons for a dealer & retailer. This shows coming market will be of

those brands which provide high margin to these dealers and retailers.

• Packaging of different brand. 40% shopkeepers say packaging of Birla Uttam is no. 1, but 60% that is

highest in all brand, says packaging of Birla Uttam is not so good. It comes in second position. Similarly

packaging of Birla plus is no. 1 says by 65% of shopkeepers. Packaging of acc cement is also better than Birla

Uttam.

• In case of margin Birla Uttam is far behind in comparison to other brand as reference given by dealers &

retailer. Only 30% dealers & retailers say margin of Birla Uttam is no. 1 but 70% dealers & retailers oppose

this situation. This condition is also available in Ambuja cement. Margin in acc cement, Bangur are high that

why a dealer prefer to sale it high.

• In case of demand Birla Uttam comes first. 70% of dealers says demand of Birla Uttam is no. 1 and in case

of Birla plus and Ambuja 60% dealers says demand is no. 1 as Bangur is new brand so its demand is no. 1

says only 40% dealers . Other brand includes Shri ram, j. k. Laxmi, Birla Chetak all these brands are demand

not highly.

• In case of supply of different brand 30% dealers says supply of Birla Uttam is good and rank it first but 70%

dealers give it second rank it mean not up to mark. Supply of other brands like Ambuja, Birla plus, Binani, and

acc are good that is 55%, 60%. 60%, 70% respectively dealers say supply of this brand is no. 1.

• In case of Birla Uttam 51% dealers and retailers says they are satisfied with problem solving strategy of Birla

Uttam. But in case of Birla plus and acc 60% dealer says these are better than Birla Uttam. Problem solving

strategy of Binani and Bangur is not so good only 50% dealers are satisfied.

• Most of contractors use single brand for construction a particular building. Only 33.33% of contractors use

two brands for a single construction.

• Out of 15 contractor, 6 contractor using Birla Uttam at present. Second position is of Ambuja out of 15, 5

contractors prefer to use it. It mean highest percentage of contractors believe in Birla Uttam for use.

• Price is not a main criterion to select a brand. But out of 15, 6 contractors prefer a cement brand on the basis

on quality and only 4 contractors prefer on the basis of timely availability. Others include recommendation and

the advertisement effect on end user.

• Most preferable brand at present in contractors is Bangur just because of good quality and low price. For

Birla Uttam 55% of contractors gives first preference and 45% contractors give second preference. But for

Birla plus 60% contractors gives second preference.

• If cement is of high strength it mean it is of good quality this statement given by 9 contractors out of 15.

Setting times of most of brand are same so contractors give preference to the strength.

• 80% Contractors believe that colour does not matter while constructing building but only 20% percent

contractors believes in colour.

• 7 contractors out of 15 approach directly the company for getting cement. Similarly 8 contractors believe to

approach dealers for cement. This shows company needs to give importance to contractors so more and more

contractors will approach to company directly.

CONCLUSION & SUGGESTIONS

CONCLUSION

The maximum cement sales are done through trade channel and minimum through intuitional or non-trade.

graphic and fining show that among various brand the Birla Uttam is that brand which is most available at

various counters due to nearly production or its plant is situated near by kota city (at 65 km far from kota). So

there is no problem of availability of this brand.

The secondary data proved it in district city of Hadoti and its demand as well as sale is maximum.

All cement having two grades Opc & PPC generally the PPC cement is more preferred by the wholesaler /

retailer. But in the case of final customer very few customer are having knowledge about OPC & PPC.

The various factors that affect the demand of cement as well as particular brand sales are like quality, prices,

season, promotion strategy of company or competitors, relationship with suppliers, discounts and supply

position because all these helps to create demand of cement. But the quality is the factor, which is considered

by most of suppliers as well as customer. This is reason that all cement company’s emphasis on quality in their

advertising.

Price is the second consideration factor because the price difference among various brands is generally very

less as price determined for basis and CMA determine the prices. There is no price elasticity of demand as

cement is essential commodity its demand is not influenced with increases or decreases prices in case of final

consumer. But wholesales and retailer are slightly influenced by prices.

There is no seasonal impact on demand but generally Apr., May and June are considered as a peak time.

promotional strategies of company / competitors have a crucial role in positioning the brand image as it is clear

that quality is most important factor, so advertisement mainly emphasis on quality (for Ambuja- Virat

compressive strength and for Birla plus har Nirman ki jan).

Statistically it can be proved that cement consumption is on rising trend the sales of Mangalam cement in year

2004-05 in rajasthan.

SUGGESTIONS

1. The order billing system is not satisfactory so there should be changes from the rate prevailing on date of

dispatch to the rate prevailing on date of order.

2. Current pricing system is not up to the mark as some time price difference is very high than previous prices

it has bad impact on sales, pricing should base on ex. factory system.

3. Company should increase their network in such areas where Birla Uttam sales is very low.

4. Retailer are facing the problem of changing prices they are not getting information about current cement

prices at right time if company has good information network they can solve this problem.

5. MCL should try to reduce its cost of production.

6. Company should provide training to retailer to give them the basic knowledge and technique of marketing

to increase sales.

7. Companies target market is Kota city or area near by Kota city then there is no need to spend more on

promotions but company want to capture whole Rajasthan as well as other states then it should give their

major consideration towards media advertisement. (to capture the market share of its rivals)

8. Packaging should be improved.

9. Colour of HDPE bags should be change, so that it create different image in customer mind.

10. Regular survey should be conducted.

11. Non-trade should be started.

12. Birla Uttam is well known brand but still people are confused and think that Birla Uttam & Birla plus

belong to same brand. So it is necessary for Birla Uttam to create separate image in customer mind.

13. Company dealer or representative should regularly meet contractor, builders so as to give them complete

knowledge about our brand, once the contractor, builders have full knowledge of our brand and they are well

versed with the quality of our brand. Then they definitely prefer the Birla Uttam cement.

14. In cement market, many new companies have entered; they are selling their product at low price, so

company should pay attention for it and try to sell Birla Uttam cement at competitive yet economical price.

Reference: - httpwww.kgsepg.comproject-id1002-study-brand-equity-birla-uttam-

mangalam-cement