NEW DELHI INSTITUTE OF MANAGEMENT

COMPANY INFORMATION

Company-Based Research Report

Birla Corporation Limited

SEMESTER II
BATCH 2024-2026

SUBMITTED TO: Dr.Ritu Talwar

SUBMITTED by
Name: Tisha Sindwani
Roll No: 24538
Section: M3
Integrated Marketing Communication
(IMC) Campaign for Birla Corp Limited
Social Media Platform: LinkedIn

1. Introduction
Birla Corp Limited is a key player in the cement industry, competing with giants like
UltraTech Cement. To strengthen its market position, this Integrated Marketing
Communication (IMC) campaign will focus on LinkedIn—one of the most effective
platforms for B2B marketing. The campaign aims to engage construction professionals,
builders, engineers, and decision-makers who play a crucial role in selecting cement for
large-scale infrastructure and real estate projects.

This advertising campaign will highlight Birla Corp’s superior product quality,
sustainability initiatives, and cost-effectiveness, positioning it as the best choice for
durable and eco-friendly construction.

2. Campaign Objective
The primary goal of this campaign is to establish Birla Corp Limited as a trusted and
preferred cement brand by leveraging LinkedIn's professional network. The campaign aims
to:

• Increase Brand Awareness: Showcase Birla Corp’s superior product quality and
competitive advantages.
• Generate Qualified Leads: Capture the attention of builders, developers, and
infrastructure planners.
• Differentiate from Competitors: Position Birla Corp as a sustainable and high-
performance alternative to UltraTech Cement.
• Drive Engagement & Sales: Encourage direct inquiries and bulk order placements.

3. Target Market & Audience Segmentation

The campaign will focus on professionals and businesses involved in construction and real
estate projects. The primary audience includes:

1. Construction Companies & Contractors

o Companies that require high-quality cement for commercial and infrastructure
projects.
o Decision-makers who prioritize strength, durability, and cost-effectiveness.
2. Real Estate Developers
 o Builders and property developers looking for durable cement for residential
and commercial projects.
o Companies focused on sustainable and long-lasting construction materials.
3. Architects & Civil Engineers
o Key influencers who specify cement choices based on performance, quality,
and environmental impact.
4. Government & Infrastructure Project Managers
o Authorities handling major public infrastructure projects like bridges,
highways, and public buildings.
o Professionals seeking cement solutions that meet regulatory standards and
long-term sustainability.

4. Key Messages & Brand Positioning

The campaign will highlight the following value propositions to create a distinct brand
identity for Birla Corp:

Core Brand Messages:

✅ Stronger & More Durable: High-performance cement ensuring long-lasting structures.

✅ Eco-Friendly & Sustainable: Reduced carbon emissions and energy-efficient
production.
✅ Cost-Effective: Competitive pricing with superior quality, reducing long-term
maintenance costs.
✅ Innovative & Reliable: Modern cement technology for smart and efficient
construction.

Competitive Advantage Over UltraTech Cement:

Feature Birla Corp Limited UltraTech Cement (Competitor)

Low carbon footprint, eco-friendly Higher emissions, limited eco-
Sustainability
production friendly initiatives
High-strength cement ensuring long-
Durability Standard durability
term performance
Cost-
Affordable with high quality Premium pricing
Effectiveness
Advanced cement solutions for
Innovation Conventional cement
modern infrastructure

5. Campaign Elements & Advertising Strategy

The campaign will be executed through multiple LinkedIn marketing tools, including
carousel ads, video ads, articles, lead-generation ads, and webinars.
A. LinkedIn Carousel Ads: "Stronger Foundations, Smarter Choices"

• A series of visually engaging slides showcasing Birla Corp’s cement quality,

durability, and eco-friendly production process.
• Side-by-side comparison with UltraTech Cement, emphasizing strength, cost-
efficiency, and sustainability.
• Call-to-Action (CTA): "Choose Birla Corp for your next project. Contact us today!"

B. LinkedIn Video Advertisement: "The Future is Built on Birla"

• A 30-second promotional video showcasing real-life infrastructure and commercial

projects built using Birla Corp cement.
• Testimonial clips from architects, engineers, and construction companies who trust
Birla Corp.
• Call-to-Action (CTA): "Join the leaders in construction. Get a quote now!"

C. LinkedIn Thought Leadership Articles & Industry Insights

• Publishing expert articles to establish Birla Corp as an industry leader in smart and
sustainable construction.
• Topics include:
o “Why Strength & Sustainability Matter in Cement Choices”
o “How Birla Corp is Leading the Green Cement Revolution”
o “The Future of Smart Construction: Choosing the Right Materials”

D. LinkedIn Lead Generation Ads & Free Industry Reports

• Sponsored LinkedIn ads offering exclusive insights through a free industry report:
“Cement Trends 2025: Strength, Sustainability & Smart Construction”
• Users can download the report in exchange for their contact details, company name,
and project details.

E. LinkedIn Webinars & Live Q&A with Industry Experts

• A live webinar featuring construction experts, engineers, and sustainability

advocates discussing:
"Sustainable Construction & Smart Material Selection"
• Direct engagement with professionals to reinforce brand credibility.
• Webinar Registration Form linked to lead generation ads for direct customer
acquisition.

6. Campaign Budget & Execution Timeline

The campaign will run for three months with a well-structured budget.

Estimated Budget Allocation:

 Marketing Activity Budget Allocation
LinkedIn Carousel & Video Ads ₹5,00,000
Content Creation (Articles, Webinars, Reports) ₹2,00,000
Lead Generation Ads & Promotions ₹2,00,000
Webinar & Expert Panel Discussion ₹1,00,000
Total Estimated Budget ₹10,00,000

Execution Plan:

Month 1:

• Launch carousel ads and video promotions.

• Publish first LinkedIn article on sustainable cement.
• Start lead generation ads for industry reports.

Month 2:

• Publish second LinkedIn article and release new customer testimonials.

• Conduct first live webinar featuring industry experts.
• Continue LinkedIn ads and lead generation campaigns.

Month 3:

• Publish third LinkedIn article and share project case studies.

• Conduct a final webinar and send personalized outreach to leads.
• Retarget engaged users with special offers and discounts on bulk purchases.

7. Expected Outcomes & Key Performance Indicators

(KPIs)
By the end of this campaign, Birla Corp aims to achieve:

✔ 10,000+ LinkedIn leads from construction professionals.

✔ 30% increase in brand awareness among builders, engineers, and developers.
✔ Higher engagement & inquiries for bulk cement orders.
✔ Improved market positioning, establishing Birla Corp as an innovative and
sustainable leader.

8. Conclusion
This LinkedIn-based IMC advertising campaign for Birla Corp Limited will position the
company as a leader in smart and sustainable construction solutions.
Leveraging engaging content, lead-generation ads, webinars, and expert articles, the
campaign will successfully attract and convert key decision-makers in the construction
industry.

References

1. Birla Corporation Limited Official Website. (2025). Retrieved

from: https://www.birlacorp.in
2. LinkedIn Marketing Solutions. (2024). Best Practices for B2B Marketing on
LinkedIn. Retrieved from: https://business.linkedin.com/marketing-solutions
3. UltraTech Cement Official Website. (2025). Retrieved
from: https://www.ultratechcement.com
4. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson
Education.
5. Taneja, S. (2023). Effective Digital Marketing Strategies for B2B: The Rise of
LinkedIn. Journal of Business and Marketing, 42(3), 215-230.
6. McKinsey & Company. (2024). The Future of Sustainable Construction: Trends and
Insights. Retrieved from: https://www.mckinsey.com
7. LinkedIn Ads. (2023). The Ultimate Guide to LinkedIn Advertising. Retrieved
from: https://www.linkedin.com/ads