Description
Describes the marketing of BILT.
Orissa and Kamlapuram in Andhra Pradesh. In Malaysia it owns and operates the Sabah Forest Industries.
Achievements
BILT manufactures best-in-class products using state-of-the-art technology. It is the undisputed leader in the Indian paper industry. The company has emerged as a leader in the major Writing and Printing (W&P) segments with 50% market share in premium coated paper, 41% in the uncoated hi-bright wood-free segment, 28% in the copier segment and 88% in the business stationery segment (Source: internal estimates). On 16th March 2007, BILT signed a US$ 261 million (Rs. 1044 crore) deal to acquire Sabah Forest Industries which operates an integrated paper and pulp mill in Malaysia. Through this acquisition Ballarpur Industries brought under its fold a paper mill with annual capacity of 140,000 tonnes, a pulp mill with annual capacity of 120,000 tonnes and a 289,000 hectare forest land concession from the Sabah State Government. With premium consumer brands like BILT Matrix, BILT Royal Executive Bond and BILT Ten on Ten in its portfolio, the company caters to many consumer segments. These products are marketed across India through a well-established network of 140 paper distributors and 300 retail distributors in 225 locations; internationally, the brand is serviced by a strong team of market agents who cover more than 30 countries across the globe. The organisation has continuously focused on de-commoditising the paper market in India by creating desirable brands. BILT is committed to the cause of universal primary education and has joined hands with Pratham, an NGO which runs primary education programmes all over the country. It is the first company in the
Indian paper industry to implement Economic Value Added (EVA) as a measure of organisational performance. BILT is not just about making paper. It is also a company deeply committed to developing its business towards ecological, social and economic sustainability. All its manufacturing units comply with stringent environment management norms. The company has an active farm forestry programme where plantations of Eucalyptus, Subabool and Casuarina are grown. The plantations cover almost 10,000 hectares and benefit about 12,000 farmers every year. The organisation has also committed itself to helping make primary education available to all. For its efforts in corporate social responsibility, BILT has won four awards: in 2006/07 it won the Golden Peacock Global Award and the Intel – AIM Asian CSR Award; in 2005/06 it won the Asian CSR Merit Award and a year earlier, the TERI Award.
History
The genesis of the company lies in the dream of one man – the late Lala Karam Chand Thapar – who had the foresight of a visionary and the indomitable spirit of an entrepreneur. BILT has demonstrated a tradition of such leadership, across six decades and three generations. Each has added a contemporary layer to the company. Today, thanks to a succession of fine leadership, it has emerged as a dynamic and focused corporate, leveraging its vast asset and knowledge-pool to continuously enhance shareholder value. Its history, commencing in 1945 when the company was incorporated and the country’s first branded paper – Three Aces for paper and Wisdom for stationery were launched – is dotted with several industry milestones. In 1965 Shree Gopal Paper Mills merged with Ballarpur Paper and Straw Board Mills. A decade later the name of the company was changed to Ballarpur Industries. 1983 saw numerous modernisation initiatives; in 1988 the company entered the industrial paper segment; Executive Bond, even today India’s best known stationery paper brand was born. A year later BILT had
Market
Take it away and the very means of written communications all but disappear. Paper is so integral to our lives that we take its presence for granted. To meet the demand for this ubiquitous commodity, India has pulled all stops. The country’s manufacturers have an annual installed capacity of 8.5 million tonnes of paper, board and newsprint. Against this they produce 7 million tonnes, leaving sufficient surplus to meet even tomorrow’s demand. According to analysts, the major players in the industry have lined up close to Rs. 8,000 crore (US$ 2 billion) in capital expenditure to upgrade equipment and further augment capacities. A major part of this will have been invested by 2008. Ballarpur Industries Limited (BILT), India’s largest paper manufacturer, is ranked amongst the top 100 pulp and paper companies worldwide (Source: PricewaterhouseCoopers Top 100 Global Forest and Paper Industry Survey, 2005). The company’s vision is to become a leading creator of shareholder value in the Indian paper industry. For the year ended 30th June 2007, BILT had achieved a total revenue of Rs. 2600 crore (US$ 650 million) while it recorded pulp and paper production at 710,000 metric tonnes (MT). The organisation has strategically dispersed production facilities located across India: Ballarpur, Bhigwan and Ashti in Maharashtra; Shreegopal in Haryana; Sewa in
committed itself to farm forestry. If the 1990s were a period of growth and consolidation then the new millennium was a period of frenzied activity. The company restructured its business portfolio, acquired Sinar Mass Pulp & Paper, initiated a new corporate identity, raised US$ 80 million through FCCB and GDS issues, launched BILT Matrix, bought out Sabah Forest Industries and in 2007 became known as the Avantha Group.
Recent Developments
In its endeavour to bring higher value-added products to the consumer, the company has focused on the needs of the high-end niche category. Towards this end, it recently introduced BILT Matrix Sticky Notes, BILT Matrix tapes and glue sticks, BILT Matrix files and folders and BILT Matrix pencils. In the coming months, a great deal will be heard from BILT. On the design boards are multipurpose digital paper, colour pencils, crayons and handmade paper; in fact, an entire slew of products that will re-shape the Indian stationery market. On 15th November 2007 the Group identity switched to Avantha – a word that combines Sanskrit and French terms to express growth and stability. The entities in this group include BILT, Crompton Greaves, Solaris Chemtech, Global Green, Biltech, BILT Power, Salient Business Solutions and international subsidiaries namely, Pauwels, SFI, Intergarden, Ganz and Microsol. The three-pronged wheel of the Avantha logo signifies continuous forward movement. It symbolises an organisation as a powerhouse of progress, impelled by its three fundamentals of imagination, integrity and individuality.
Product
Today’s highly sophisticated printing machines demand a paper to match. To retain its significant advantage over competitors, BILT has brought into India the world’s most modern manufacturing technology. Thanks to this initiative the BILT range now boasts of a robust portfolio of W&P papers that covers a wide spectrum of usage. Its coated wood-free range offers BILT Royal, a superior double-coated paper and BILT Emperor, an excellent triple-coated paper. The uncoated wood-free range comprises brands such as Sunshine Super
marketing approach encompassing mass media campaigns, direct marketing, in-shop merchandising, sales promotion, trade engagements, e-tailing and tele-marketing.
Brand Values
BILT is viewed as a brand with a reputation for quality and trust. It is a brand that has combined different technologies in innovative ways to develop top quality paper. The logo is the reflection of a revolutionary change. Encased in a red square, it stands for victory and achievement and a place of honour in the Indian paper industry. The white typeface embodies spirit, focus and integrity. The name BILT in lower case is representative of modernity, flexibility and adaptability to a dynamic business environment. The turn of the page articulates BILT's vivacity, exuberance and progress. It connotes a landmark in the process of evolution. It also embodies expanding horizons, reaching new heights and making its presence felt in the international arena.
Promotion
Printing, BILT Classic, BILT TA NSD and Easy Print. The copier paper range has brands such as BILT Matrix, BILT Copy Power and BILT Image Copier. BILT’s relentless march into the stationery segment has already created two mega brands: BILT Matrix and Royal Executive Bond. The latter – a premium, watermarked business stationery paper enhances the quality of corporate presentations, proposals and resumes. Available in a range of grammages, in consumerfriendly sizes and world-class packaging, Royal Executive Bond has already captured approximately 88% of the business stationery market (Source: internal estimates). The brand comes in laid finish in a range of seven pastel colours with matching envelopes and business cards to give a distinctive touch to communications. The launch of BILT Matrix in 2003 changed forever the stationery landscape in India. BILT Matrix is an international class of high-performance products that has become an integral part of an executive’s life today. In a market where paper has been a commodity and the final consumer, more often than not, unaware of the brand or quality of the paper that he is buying, BILT undertook the pioneering initiative to raise the relevance of the product category itself. The objective was customer ownership by building a strong brand equity. The strategy was a little more complex since it needed to talk to distinctly different consumer groups. The company decided that a clearly demarcated product-wise brand positioning would find relevance with its far-spread audience. The company created consumer-facing brands, each with a clear brand identity. This helped position it as a solutions provider for all paper needs. The next task was to communicate the value these brands stood for. Mass media campaigns were launched in press. Direct mailers and merchandise were rolled out and trade conferences and consumer meets carried out. These brand-building initiatives helped differentiate BILT products from me-too products in the market. With the introduction of retail brands, its marketing initiatives have taken an upward swing. BILT’s office supplies and stationery business operate in a market which is dynamic and competitive. The organisation’s vision was thus to establish its brands as category leaders through a focused strategy. This entailed growing market share, increasing share of wallet and retaining customers. To ensure this happened, the company launched a 360-degree
www.biltpaper.com
THINGS YOU DIDN’T KNOW ABOUT
BILT
BILT is the largest paper company in India and Malaysia BILT is doubling its production capacity to 1million metric tonnes by 2010 BILT has recently launched its first office supplies retail store under the brand name P3 – Paper Print Pens BILT is the first company in the world to commercially exploit the fractionation of bamboo, replacing the expensive imported coniferous pulp. BILT has applied for a patent for this innovation India’s premium magazines – India Today, Reader’s Digest, Cosmopolitan, Outlook and Outlook Money use BILT paper extensively.
doc_911475512.pdf
Describes the marketing of BILT.
Orissa and Kamlapuram in Andhra Pradesh. In Malaysia it owns and operates the Sabah Forest Industries.
Achievements
BILT manufactures best-in-class products using state-of-the-art technology. It is the undisputed leader in the Indian paper industry. The company has emerged as a leader in the major Writing and Printing (W&P) segments with 50% market share in premium coated paper, 41% in the uncoated hi-bright wood-free segment, 28% in the copier segment and 88% in the business stationery segment (Source: internal estimates). On 16th March 2007, BILT signed a US$ 261 million (Rs. 1044 crore) deal to acquire Sabah Forest Industries which operates an integrated paper and pulp mill in Malaysia. Through this acquisition Ballarpur Industries brought under its fold a paper mill with annual capacity of 140,000 tonnes, a pulp mill with annual capacity of 120,000 tonnes and a 289,000 hectare forest land concession from the Sabah State Government. With premium consumer brands like BILT Matrix, BILT Royal Executive Bond and BILT Ten on Ten in its portfolio, the company caters to many consumer segments. These products are marketed across India through a well-established network of 140 paper distributors and 300 retail distributors in 225 locations; internationally, the brand is serviced by a strong team of market agents who cover more than 30 countries across the globe. The organisation has continuously focused on de-commoditising the paper market in India by creating desirable brands. BILT is committed to the cause of universal primary education and has joined hands with Pratham, an NGO which runs primary education programmes all over the country. It is the first company in the
Indian paper industry to implement Economic Value Added (EVA) as a measure of organisational performance. BILT is not just about making paper. It is also a company deeply committed to developing its business towards ecological, social and economic sustainability. All its manufacturing units comply with stringent environment management norms. The company has an active farm forestry programme where plantations of Eucalyptus, Subabool and Casuarina are grown. The plantations cover almost 10,000 hectares and benefit about 12,000 farmers every year. The organisation has also committed itself to helping make primary education available to all. For its efforts in corporate social responsibility, BILT has won four awards: in 2006/07 it won the Golden Peacock Global Award and the Intel – AIM Asian CSR Award; in 2005/06 it won the Asian CSR Merit Award and a year earlier, the TERI Award.
History
The genesis of the company lies in the dream of one man – the late Lala Karam Chand Thapar – who had the foresight of a visionary and the indomitable spirit of an entrepreneur. BILT has demonstrated a tradition of such leadership, across six decades and three generations. Each has added a contemporary layer to the company. Today, thanks to a succession of fine leadership, it has emerged as a dynamic and focused corporate, leveraging its vast asset and knowledge-pool to continuously enhance shareholder value. Its history, commencing in 1945 when the company was incorporated and the country’s first branded paper – Three Aces for paper and Wisdom for stationery were launched – is dotted with several industry milestones. In 1965 Shree Gopal Paper Mills merged with Ballarpur Paper and Straw Board Mills. A decade later the name of the company was changed to Ballarpur Industries. 1983 saw numerous modernisation initiatives; in 1988 the company entered the industrial paper segment; Executive Bond, even today India’s best known stationery paper brand was born. A year later BILT had
Market
Take it away and the very means of written communications all but disappear. Paper is so integral to our lives that we take its presence for granted. To meet the demand for this ubiquitous commodity, India has pulled all stops. The country’s manufacturers have an annual installed capacity of 8.5 million tonnes of paper, board and newsprint. Against this they produce 7 million tonnes, leaving sufficient surplus to meet even tomorrow’s demand. According to analysts, the major players in the industry have lined up close to Rs. 8,000 crore (US$ 2 billion) in capital expenditure to upgrade equipment and further augment capacities. A major part of this will have been invested by 2008. Ballarpur Industries Limited (BILT), India’s largest paper manufacturer, is ranked amongst the top 100 pulp and paper companies worldwide (Source: PricewaterhouseCoopers Top 100 Global Forest and Paper Industry Survey, 2005). The company’s vision is to become a leading creator of shareholder value in the Indian paper industry. For the year ended 30th June 2007, BILT had achieved a total revenue of Rs. 2600 crore (US$ 650 million) while it recorded pulp and paper production at 710,000 metric tonnes (MT). The organisation has strategically dispersed production facilities located across India: Ballarpur, Bhigwan and Ashti in Maharashtra; Shreegopal in Haryana; Sewa in
committed itself to farm forestry. If the 1990s were a period of growth and consolidation then the new millennium was a period of frenzied activity. The company restructured its business portfolio, acquired Sinar Mass Pulp & Paper, initiated a new corporate identity, raised US$ 80 million through FCCB and GDS issues, launched BILT Matrix, bought out Sabah Forest Industries and in 2007 became known as the Avantha Group.
Recent Developments
In its endeavour to bring higher value-added products to the consumer, the company has focused on the needs of the high-end niche category. Towards this end, it recently introduced BILT Matrix Sticky Notes, BILT Matrix tapes and glue sticks, BILT Matrix files and folders and BILT Matrix pencils. In the coming months, a great deal will be heard from BILT. On the design boards are multipurpose digital paper, colour pencils, crayons and handmade paper; in fact, an entire slew of products that will re-shape the Indian stationery market. On 15th November 2007 the Group identity switched to Avantha – a word that combines Sanskrit and French terms to express growth and stability. The entities in this group include BILT, Crompton Greaves, Solaris Chemtech, Global Green, Biltech, BILT Power, Salient Business Solutions and international subsidiaries namely, Pauwels, SFI, Intergarden, Ganz and Microsol. The three-pronged wheel of the Avantha logo signifies continuous forward movement. It symbolises an organisation as a powerhouse of progress, impelled by its three fundamentals of imagination, integrity and individuality.
Product
Today’s highly sophisticated printing machines demand a paper to match. To retain its significant advantage over competitors, BILT has brought into India the world’s most modern manufacturing technology. Thanks to this initiative the BILT range now boasts of a robust portfolio of W&P papers that covers a wide spectrum of usage. Its coated wood-free range offers BILT Royal, a superior double-coated paper and BILT Emperor, an excellent triple-coated paper. The uncoated wood-free range comprises brands such as Sunshine Super
marketing approach encompassing mass media campaigns, direct marketing, in-shop merchandising, sales promotion, trade engagements, e-tailing and tele-marketing.
Brand Values
BILT is viewed as a brand with a reputation for quality and trust. It is a brand that has combined different technologies in innovative ways to develop top quality paper. The logo is the reflection of a revolutionary change. Encased in a red square, it stands for victory and achievement and a place of honour in the Indian paper industry. The white typeface embodies spirit, focus and integrity. The name BILT in lower case is representative of modernity, flexibility and adaptability to a dynamic business environment. The turn of the page articulates BILT's vivacity, exuberance and progress. It connotes a landmark in the process of evolution. It also embodies expanding horizons, reaching new heights and making its presence felt in the international arena.
Promotion
Printing, BILT Classic, BILT TA NSD and Easy Print. The copier paper range has brands such as BILT Matrix, BILT Copy Power and BILT Image Copier. BILT’s relentless march into the stationery segment has already created two mega brands: BILT Matrix and Royal Executive Bond. The latter – a premium, watermarked business stationery paper enhances the quality of corporate presentations, proposals and resumes. Available in a range of grammages, in consumerfriendly sizes and world-class packaging, Royal Executive Bond has already captured approximately 88% of the business stationery market (Source: internal estimates). The brand comes in laid finish in a range of seven pastel colours with matching envelopes and business cards to give a distinctive touch to communications. The launch of BILT Matrix in 2003 changed forever the stationery landscape in India. BILT Matrix is an international class of high-performance products that has become an integral part of an executive’s life today. In a market where paper has been a commodity and the final consumer, more often than not, unaware of the brand or quality of the paper that he is buying, BILT undertook the pioneering initiative to raise the relevance of the product category itself. The objective was customer ownership by building a strong brand equity. The strategy was a little more complex since it needed to talk to distinctly different consumer groups. The company decided that a clearly demarcated product-wise brand positioning would find relevance with its far-spread audience. The company created consumer-facing brands, each with a clear brand identity. This helped position it as a solutions provider for all paper needs. The next task was to communicate the value these brands stood for. Mass media campaigns were launched in press. Direct mailers and merchandise were rolled out and trade conferences and consumer meets carried out. These brand-building initiatives helped differentiate BILT products from me-too products in the market. With the introduction of retail brands, its marketing initiatives have taken an upward swing. BILT’s office supplies and stationery business operate in a market which is dynamic and competitive. The organisation’s vision was thus to establish its brands as category leaders through a focused strategy. This entailed growing market share, increasing share of wallet and retaining customers. To ensure this happened, the company launched a 360-degree
www.biltpaper.com
THINGS YOU DIDN’T KNOW ABOUT
BILT
BILT is the largest paper company in India and Malaysia BILT is doubling its production capacity to 1million metric tonnes by 2010 BILT has recently launched its first office supplies retail store under the brand name P3 – Paper Print Pens BILT is the first company in the world to commercially exploit the fractionation of bamboo, replacing the expensive imported coniferous pulp. BILT has applied for a patent for this innovation India’s premium magazines – India Today, Reader’s Digest, Cosmopolitan, Outlook and Outlook Money use BILT paper extensively.
doc_911475512.pdf