MAHARISHI ARVINDMAHARISHI ARVINDINTERNATIONAL INSTITUTE OF TECHNOLOGYINTERNATIONAL INSTITUTE OF TECHNOLOGY

Topic

“STUDY OF BRAND EQUITY OF BIRLA UTTAM IN CITY OF HADOTI”

Presented By:

Riyaz Ahmad

MBA IIIrd Sem.

(An ISO 9001:2000 – Company)(An ISO 9001:2000 – Company)

Introduction Manglam cement ltd. belongs to the B.K. Birla

group companies. Manglam was incorporated in 1978 and commercial production was started in 1982. The total capacity was 4500 tones\day. It was established at Morak, dist. Kota.

It is professionally and well-established cement manufacturing company which has a strong commitment for producing best quality cement, it is also satisfy its consumers by its superior product and excellent customer service.

OJECTIVE of MCLOJECTIVE of MCL Improve the quality and productivity levels

Maximum utilization of available resources

To adopt the knowledge and skill of new technological development

To making a healthy working environment & encourage teamwork for finding solutions to the problems of quality and productivity

CEMENT ?CEMENT ?

RESEARCH METHODOLOGYRESEARCH METHODOLOGY

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

Objectives of the study

o To find the perception of dealers & retailerso To find out the way of creating brand imageo To analysis the comparative study of various

brand o To find out the effect of brand image on saleo To know the promotion and discount

schemes of various brand

Research designResearch design

Type of research:

o This research is descriptive in nature. Descriptive research includes surveys and fact -finding enquires of different kind.

• Research instrument:

o Survey method

SAMPLE DESIGN

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.

LIMITATION OF RESEARCH

Time constraint Skilled manpower required Financial constraint

BRAND EQUITY BRAND EQUITY

Brand equity is anything and everything that influence how brand or a company is perceived by its target constituencies or even a single customer.

Characteristics of Brand Equity Name Symbol Packaging Signs Transportation etc.

Brand image of Birla Uttam is creates by five P’s; Production, Price, Place, Promotion, Package in different image in different area.

1. Product :-

2. Price :-

3. Place :-

4. Promotion :-

5. Packaging :-

FINDINGS FINDINGS

FINDINGS FINDINGS

Birla Uttam capture more marketBirla Uttam has more quality &

demanded brand Dealers/retailers are satisfied with the

problem solving strategyDealers/retailers gave some

suggestions for improving the saleThere are some areas where the sale

of Birla Uttam is very low

SUGGESTIONSUGGESTION

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

Packaging should be improvedCompany should improve the supply

chainCompany should improve the

promotional activityRegular survey should be conducted

THANKS…………

THANKS…………