A Report on Brand Positioning

Topics: Aditya Birla Group, Rajasthan, Brand management Pages: 10 (1288 words) Published: December 31, 2011
A Study on Brand Positioning of Birla Cement withSpecial Reference to Bhilwara AtBirla Corporation LimitedChanderia, ChittorgarhRajasthan (India) FOR THE PARTIAL FULFILLMENT OF“MASTERES IN BUSINESS ADMINISTRATION”2008-2010 SUBMITTED TO: SUBMITTED BY:Mr. VIBHOR PALIWAL

Vision School of Management(Affiliated to Rajasthan Technical University Kota AICTE Approved)E-Mail : vision_mgmt@yahoo.comWebsite : visionmanagement.org [pic]

I, AMIT GHAWARI, hereby declare that the project report entitled”“A Project on Brand Positioning”  under the guidance of Mr. D.S. SHARMA
submitted in partially fulfillment of the requirement for the award of degree of  Master of Business Administration to Rajasthan Technical University, Kota is myoriginal work - research study - carried out during18thMay, 2009to26thJune,2009 and not submitted for the award of any degree, diploma, fellowship or other similar titles or prizes to any other institution/organization or university by anyother person. Date : / / 09


PREFACEFounded in
 by the visionary industrialist,
Shri G.D. Birla
, at the outskirts of the then
Birla Manufacturing Company Ltd.
was the first company of Birlaindustrial conglomerate. Under the stewardship of his nephew, Shri M.P. Birla
, thecompany diversified and expanded its business interest beyond cement, jute, PVC goods,steel casting and auto trims. Birla Corporation Limited
is the flagship company of 
group. It has variety in its basket. The core business of Birla Corporation limited iscement, generating 93%
of the revenue for the company,
 jute and
from other sectors.The project entitled
“KNOWING BRAND POSITIONING OF BIRLASAMRAT CEMENT IN BHILWARA MARKET.” The term of study was keptlimited to make the title true. The focus of the report is to get the crystal clear understanding of the Brand positioning of Birla Samrat Cement in Rajasthan. Particularlyin Bhilwara owing the status of heart of Rajasthan. With the growing Indian economyand the government policies for infrastructure the demand for cement is increasing andseeing this as an opportunity we are under taking many new projects for expansion of the production which are under implementation for increasing the capacity of the plants.Brand position has been taken into the consideration by two ways – overall study of thewhole Birla Market & by Doing Survey of whole cement market of above mentioned twocities.The project contains the basic things which are necessary for knowing Brand-Positioning of Company. Firstly is the Market Research is done by me in Bhilwara by Taking SIX major Brands Birla Samrat Cement, Ambuja Cement, UltratechCement, Binani Cement, J.K. Laxmi Cement & Shree Cement. Data collected by meonly from Dealers .After data collection Research Methodology is done & find out theBrand-Positioning of cement in Bhilwara.In a nut-shell after the completion of my Brief & Vast report on the crucial subjectmatter of “Knowing the Brand-Position of Birla Corporation Limited”. I in my longlasting view has brought an eternal light towards “Findings, Suggestions & Constraints”regarding the Brand Position of the Birla Corporation which can play a vital role intaking it to the heights of the Success & goodwill to capture a good market share in this Neck-To-Neck Competition Creating hyper tension. [pic]

Words are indeed inadequate to convey my deep sense of gratitude to all thosewho have helped me in completing my summer project to the best of my ability. Being a part of this project has certainly been a unique and a very productive experience on my part.I am really thankful to Mr. D.S. Sharma (G.M. Maketing)

for making all kindsof arrangements to carry the project successfully and for guiding and helping me to solveall kinds of quarries...
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