Ballarpur Industries Ltd (BILT) is India's largest manufacturer of writing and printing paper. The case discusses BILT's strategies to adapt to the dynamic competitive paper market by shifting from a production-focused to a market-driven approach. It outlines BILT's marketing initiatives like market mapping, strengthening distribution networks, and branding. The document also presents three strategic options for BILT - focusing on distribution, forward integrating into printing, or growing through scale and modernization.

1. Presentation on a case study on Ballarpur
Industries Ltd: aligning marketing strategy in a
turbulent environment

2. INTRODUCTION
Ballarpur industries is the flagship of Avantha group and indias largest manufacturer of
writing and printing paper.
This case is about the stratagies adopted by bilt in the dynamic competitive market
environment.
Turning production oriented firm to market driven firm

3. Writing and printing paper market in India
There were mainly two broad categories of paper products in the Indian paper industry:
1. Paper and paperboards.
2. Newsprint.

4. Global scenario in the paper industry
India was among top 20 producers in the world even with low per capita consumption(5kg)
No indian companies featured in top 100 paper producer .
Its market share was 4.7 in Asian market and 1.5 percent in the world market.
Quality of paper was relatively better in developed countries primarily because of the
advanced production technology.

6. BILT’s presence in writing and printing paper market
BILT focused on the high-value segments of the printing and paper industry and had a major
presence in the coated paper as well as in the maplitho, bond, and copier segments of uncoated
paper.

8. Marketing Initiatives
1. Market mapping and tracking consumers
2. Strengthening distribution
3. Establishing retail network
4. Organizing sales efforts
5. Streamlining demand management
6. Initiating after sales service
7. Launching branding initiatives

9. Strategic options for BILT
Focus on distribution, branding paper sourced from different domestic or
international paper manufacturers and emerge as a national distribution company.
Forward integrate into printing by setting up large print shops in different
metropolitan cities (as the large printing markets are in the metropolitan cities) and
handle end-user printing and publishing requirements directly.
Grow in scale, modernizing/expanding the existing plants or through
mergers/takeovers following the traditional business model.