An

Industrial Report
On
Marketing of
UltraTech Cement Ltd.

Submitted in partial fulfillment for Semester 4 Bachelor of

Business Administration Industrial Exposure

Submitted By
Name: Niraj S Pahwa
Class: SY BBA B
Roll No: 119
Submitted To
Gujarat Law Society Institute of Business
Administration
Preface
1

Being a B.B.A. student industrial visit is an essential part of our

course. The basic purpose of industrial visit is to complete the
gap between theoretical knowledge and the practical knowledge.
The practical training helps us to know the Industrial
environment and develop practical knowledge in us. It gives us
chance how to interact with Persons in business units. We can
know about the Structure of industries, its growth etc.
We visited the industry and experienced various things. We got
knowledge about the managerial chain between Top levels to
Bottom level. We saw different departments like Production
department, Human resource department and marketing
department to learn practically.

It is indeed a Golden opportunity for every Student of

management to take the knowledge and Information about the
industries through this visit.

ACKNOWLEDGEMENT
2

I would like to express my deep gratitude to all

those who, directly or indirectly made this project possible.
I have got considerable help and support in making
this project report a reality from many people.
Firstly I would like to thank Gujarat Law Society
Institute of Business Administration for giving me the
opportunity to do this work. I would also like to convey my
special thanks to my project guide Prof. Vineeta Gangal, whose
endeavour for perfection, innovation and dynamism contributed
in a big way in completing this project. This work is the
reflection of her thought, ideas, concept and above all her
efforts.

Table of Content
3

Topic

Page No.

Basic Information
(Company Profile, Introduction to
Company, Brief History, Mission,
Vision, Values, Management Teams,
Awards & Achievements)
Finance
(Balance Sheet, P & L Account and
Capital Structure)
Corporate Social Responsibility

5-12

13-15

16-20

SWOT Analysis

21-23

Production Details
(Products, Production Process and
Production Plants in India)
Human Resource Department
(Introduction to HR and HR
Functions)
Marketing Department
(Introduction of Marketing,
Marketing Orientation)
Marketing Mix
(4 Ps of Marketing Product, Price,
Place and Promotion)
Segmentation, Targeting & Positioning

24-28

Marketing Research at Ultratech

Research and Development
Strategies adopted by Utratech and
Opinion towards Marketing
Conclusion and Bibliography

51-52

29-30

31-33

34-45

46-50

53
54

Basic Information

Company Profile

Name of the Company Gujarat Cement Works

P.O Kovaya
Taluka : Rajula
District : Amreli
Gujarat 365541
Tel : (02794) 283034
Fax : (02794) 283036

Registration Add - Mumbai

A' Wing 3rd Floor,
Ahura Centre, Mahakali Caves Road,
Near MIDC Office, Andheri (E)
Mumbai - 400093
Ph : 022-66917274.
Fax : 66917250
Form of Organization - Public Limited Company

Introduction
5

UltraTech Cement, India's largest and the world's 10th largest manufacturer of
cement, one of India's largest producers of RMC and the nations's largest producer
of white cement has been instrumental in Indias rapid infrastructural growth. Its
state-of-the-art manufacturing facilities produce products and services that have
aided growth not only in urban areas but also in the rural interiors of the country.
UltraTech as a brand is an embodiment of strength and reliability. These traits
have inspired engineers to further use their imagination, which has resulted in a
more extensive realm of possibilities.
UltraTech Cement is part of the US $40 billion Aditya Birla Group. The company
has 22 cement plants in India with an installed capacity of 48.75 Million Tonnes
Per Annum (MTPA) with an expected increase of 10 MTPA by FY 13.
UltraTech Cement provides a range of products that cater to all the needs from
laying the foundation to delivering the final touches. The range includes Ordinary
Portland Cement, Portland Blast Furnace Slag Cement, Portland Pozzalana
Cement, White Cement, Ready Mix Concrete, building products and a host of
other building solutions. White cement is manufactured under the brand name of
Birla White , ready mix concretes under the name of UltraTech Concrete and
new age building products under the name of UltraTech Building Products
Division. The retail outlets of UltraTech operate under the name of UltraTech
Building Solutions.
UltraTechs parent company, the Aditya Birla Group, is in the league of Fortune
500 companies. It employs a diverse workforce comprising of 1,33,000 employees,
belonging to 42 different nationalities across 36 countries. A recent survey
conducted by Aon-Hewitt ranked the Aditya Birla Group as one among the Best
Employers in India. Another survey conducted by Aon-Hewitt, Fortune magazine
and RBL ranked the group as No. 4 in the world and No.1 in Asia Pacific among
the Top Companies for Leaders (2011).

Brief History

Milestone
1983 -Awarpur Cement Works Plant I 1987 Awarpur Cement Works Plant II 1993
-Jharsuguda grinding unit 1994 -Hirmi Cement Works 1996 -Gujarat Cement
Works Plant I 1998 -Andhra Pradesh Cement Works -Gujarat Cement Works Plant
II 1999 -Narmada Cement Company Limited acquired -Ratnagiri Cement Works
2000 Bulk cement terminals at Mangalore, Navi Mumbai and Colombo
2001 -Grasim acquires 10 per cent stake in L&T. Subsequently increases stake to
15.3 per cent by October 2002 -Durgapur grinding unit
2002 -Grasim increases its stake in L&T to 14.15 per cent -Arakkonam grinding
unit -The Grasim Board approves an open offer for purchase of up to 20 per cent of
the equity shares of Larsen & Toubro Ltd (L&T), in accordance with the provisions
and guidelines issued by the Securities & Exchange Board of India (SEBI)
Regulations, 1997.
2003 The board of Larsen & Toubro Ltd (L&T) decides to demerge its cement
business into a separate cement company (CemCo). Grasim decides to acquire an
8.5 per cent equity stake from L&T and then make an open offer for 30 per cent of
the equity of CemCo, to acquire management control of the company
2004 Completion of the implementation process to demerge the cement business of
L&T and completion of open offer by Grasim, with the latter acquiring controlling
stake in the newly formed company UltraTech 2006 -Narmada Cement Company
Limited amalgamated with UltraTech pursuant to a Scheme of Amalgamation
being approved by the Board for Industrial & Financial Reconstruction (BIFR) in
terms of the provision of Sick Industrial Companies Act (Special Provisions) Formerly known as Ultratech Cemco Limited. The Group's principal activities are
7

to manufacture and market clinker and cement in India

- Ultratech Cement Ltd has inducted Mr. Saurabh Misra into the Board as an
Additional Director and appointed Managing Director of the Company.
- Ultratech Cement receives order from BIFR.
- Ultratech Cement Ltd has appointed Mr Girish M Dave as a Director on the
Board of the Company.
2009
-UltraTech to absorb Samruddhi to form India's biggest cement firm
-Ultratech to be the lead sponsors of Rajasthan Royals
-UltraTech to consider Grasim merger proposal
2010
- Ultratech Cement Ltd has appointed Mr. 0 P Puranmalka as Additional Director
with immediate effect.

Mission

To deliver superior value to our customers, shareholders, employees and

society at large

Vision

"To actively contribute to the social and economic development of the

communities in which we operate. In so doing, build a better, sustainable way of
life for the weaker sections of society and raise the country's human
development index."

Values

Integrity
9

 Commitment
Seamlessness
Passion
Speed

MANAGEMENT TEAMS
Board of Directors
Mr. Kumar Mangalam Birla, Chairperson
Mrs. Rajashree Birla
Mr. R.C.Bhargava
Mr. G.M.Dave
Mr. N.J.Jhaveri
Mr. S.B.Mathur
Mr. V.T.Moorthy
Mr. S.Rajgopal
Mr. D.D.Rathi
Mr. O.P.Puranmalka, Wholetime Director
Executive President & Chief Financial Officer
10

 Mr.K.C.Birla
Chief Manufacturing Officer
Mr. R.K.Shah
Chief Marketing Officer
Mr. S.N.Jajoo
Chief People Officer
Mr. C.B.Tiwari
Company Secretary
Mr. S.K.Chatterjee

Awards & Achievements

While Customer Satisfaction is an important indicator used at UltraTech to

enhance the companys performance, its pursuit of excellence has been
acknowledged across multiple performance criteria by experts and contemporaries.
The company has, over the years, won numerous awards across categories such as
export, quality, safety among others. While these awards are a great source of
pride, yet more importantly, they inspire them to continuously push the very
benchmarks of quality a little higher, everyday.
UltraTech Cement is easily amongst the most unique brand in its category. The
consumer perception of UltraTech is built around the attributes of modernity,
quality and technological superiority. Based on these defining facts, the brand is
11

positioned as the expert for all construction needs. UltraTech has been recently
bestowed with the title of consumer validated Superbrand by the Superbrands
Council and consumer selected Powerbrand by Powerbrands India.
A majority of UltraTechs state-of-the-art manufacturing units are accredited with
the highest quality standards and certifications such as ISO 9001 for quality
systems, ISO 14001 for environmental management systems and OHSAS 18001
for occupational hazard and safety management systems.
UltraTech has pursued excellence in all its areas of operations and has numerous
accolades to its credit. Clients in India and across the world have consistently
endorsed UltraTechs adherence to the highest quality standards. The lists of export
awards won by UltraTech provide ample proof of its uncompromising standards on
product quality. UltraTech has been on the roll call of top exporters of the
Chemicals & Allied Export Promotion Council, year after year. UltraTech has also
won the Capexil Certificate of Export Recognition - Top Exporter - Cement,
Clinker, Asbestos and Cement Products for the years 2000, 2002 and 2003.

Awards in the field of

1.
2.
3.
4.
5.

Export
Environment
Safety
Finance
CSR
12

6.
7.
8.

Quality
ISO/SA/OHSAS
Others

Finance
Balance sheet
(Rs in Crore)

Sources of funds
Owner's fund
Equity share capital
Share application money
Preference share capital
Reserves & surplus
Loan funds
Secured loans
Unsecured loans
Total

Mar ' 12

Mar ' 11

Mar '
10

Mar '
09

Mar '
08

274.07
12,585.7
5

274.04
10,392.0
0

124.49
1.99
4,482.17

124.49
1.68
3,475.93

124.49
0.77
2,571.73

2,012.09
1,796.04
16,667.9
5

2,789.76
1,354.84
14,810.6
4

854.19
750.33
6,213.17

1,175.80
965.83
5,743.73

982.66
757.84
4,437.49

Uses of funds
13

Fixed assets
Gross block

19,014.4
8
7,379.66
11,634.82

Less : revaluation reserve

Less : accumulated depreciation
Net block
Capital work-in-progress
Investments
Net current assets
Current assets, loans & advances
Less : current liabilities &
provisions
Total net current assets
Miscellaneous expenses not written
Total
Notes:
Book value of unquoted
investments
Market value of quoted
investments
Contingent liabilities
Number of equity
sharesoutstanding (Lacs)

8,078.14

7,401.02

4,972.60

3,136.46
4,941.68

2,765.33
4,635.69

2,472.14
2,500.46

3,163.02
3,788.77

17,942.2
7
6,542.02
11,400.2
5
1,105.32
3,730.32

259.37
1,669.55

677.28
1,034.80

2,283.15
170.90

4,501.82
6,420.48

3,920.31
5,345.56

1,496.18
2,153.61

1,378.35
1,982.39

1,317.49
1,834.51

-1,918.66
16,667.9
5

-1,425.25
14,810.6
4

-657.43
6,213.17

-604.04
5,743.73

-517.02
4,437.49

3,697.10

3,730.32

1,669.55

1,034.80

170.90

90.23

5,892.68
2740.65

4,220.47
2740.42

420.26
1244.87

355.07
1244.86

645.17
1244.86

Profit Loss Account

(Rs in Crore)

Income
Operating income
Expenses
Material consumed
Manufacturing expenses
Personnel expenses
Selling expenses
Adminstrative expenses
Expenses capitalised

Mar ' 12

Mar ' 11

Mar ' 10

Mar ' 09

Mar ' 08

18,270.69

13,205.64

7,042.82

6,385.50

5,512.43

3,620.80
4,489.06
855.21
4,419.48
819.34
-39.11

3,013.54
3,302.56
690.64
3,168.94
487.27
-10.51

1,588.44
1,528.33
250.28
1,477.88
224.27
-4.02

1,193.97
1,805.56
216.76
1,256.46
177.93
-8.38

1,008.92
1,314.78
171.55
1,143.02
160.03
-13.37

14

Cost of sales
Operating profit
Other recurring income
Adjusted PBDIT
Financial expenses
Depreciation
Other write offs
Adjusted PBT
Tax charges
Adjusted PAT
Non recurring items
Other non cash adjustments
Reported net profit
Earnigs before appropriation
Equity dividend
Preference dividend
Dividend tax
Retained earnings

14,164.78
4,105.91
121.60
4,227.51
223.86
902.56
3,101.09
956.69
2,144.40
250.27
51.52
2,446.19
5,229.78
219.25
35.57
4,974.96

10,652.44
2,553.20
253.22
2,806.42
287.91
765.73
1,752.78
507.48
1,245.30
33.41
125.52
1,404.23
4,133.60
164.42
26.67
3,942.51

5,065.18
1,977.64
101.71
2,079.35
124.11
388.08
1,567.16
494.92
1,072.24
21.00
1,093.24
3,531.64
74.69
12.41
3,444.54

4,642.30
1,743.20
99.29
1,842.49
134.09
323.00
1,385.40
384.44
1,000.96
-23.94
977.02
2,575.14
62.24
10.58
2,502.32

3,784.93
1,727.50
87.31
1,814.81
81.93
237.23
1,495.65
499.40
996.25
11.36
1,007.61
1,782.77
62.24
10.58
1,709.95

Paid Up
Shares (Nos)

Paid Up
Capital

Capital structure
(Rs in Crore)

From
Year

To
Year

2011

2012

2010

2011

2009

2010

Class
Of
Share
Equity
Share
Equity
Share
Equity

Authorized
Capital

Issued
Capital

280.00

274.07

274065301

Paid Up
Face
Value
10

280.00

274.04

274041665

10

274.04

130.00

124.49

124487079

10

124.49

15

274.07

2008

2009

2007

2008

2006

2007

2005

2006

2004

2005

2003

2004

2002

2003

2002

2003

Share
Equity
Share
Equity
Share
Equity
Share
Equity
Share
Equity
Share
Equity
Share
Equity
Share
Equity
Share

130.00

124.49

124485879

10

124.49

130.00

124.49

124485879

10

124.49

130.00

124.49

124485879

10

124.49

130.00

124.40

124398621

10

124.40

130.00

124.40

124398621

10

124.40

130.00

124.40

124398621

10

124.40

30.00

30.00

29999993

3.00

30.00

30.00

10

Corporate Social Responsibility

CSR is defined as operating a business that meets all exceeds the ethical, legal, commercial and
public expectations that society has of Business.
Making a difference
Before Corporate Social Responsibility found a place in corporate lexicon, it was already
textured into companys group's value systems. As early as the 1940s, their founding father Shri

16

G.D Birla espoused the trusteeship concept of management. Simply stated, this entails that the
wealth that one generates and holds is to be held as in a trust for their multiple stakeholders. With
regard to CSR, this means investing part of their profits beyond business, for the larger good of
society.

While carrying forward this philosophy, company legendary leader, Mr. Aditya Birla,
weaved in the concept of 'sustainable livelihood', which transcended cheque book philanthropy.
In his view, it was unwise to keep on giving endlessly. Instead, he felt that channelizing resources
to ensure that people have the wherewithal to make both ends meet would be more productive.
He said, "Give a hungry man fish for a day, he will eat it and the next day, he would be hungry
again. Instead if you taught him how to fish, he would be able to feed himself and his family for
a lifetime."

Company strategy
Taking these practices forward, ultratech chairman Mr. Kumar Mangalam Birla
institutionalised the concept of triple bottom line accountability represented by economic
success, environmental responsibility and social commitment. In a holistic way thus, the interests
of all the stakeholders have been textured into companys group's fabric.

17

The footprint of their social work today spans 2,500 villages in India, reaching out to seven
million people annually. Their community work is a way of telling the people among whom they
operate that they care.
Projects are planned after a participatory need assessment of the communities around the plants.
Each project has a one-year and a three-year rolling plan, with milestones and measurable
targets. The objective is to phase out their presence over a period of time and hand over the reins
of further development to the people. This also enables them to widen their reach. Along with
internal performance assessment mechanisms, their projects are audited by reputed external
agencies, who measure it on qualitative and quantitative parameters, helping them gauge the
effectiveness and providing excellent inputs.
Their partners in development are government bodies, district authorities, village panchayats and
the end beneficiaries the villagers. The Government has, in their 5-year plans, special funds
earmarked for human development and they recourse to many of these. At the same time, they
network and collaborate with like-minded bilateral and unilateral agencies to share ideas, draw
from each other's experiences, and ensure that efforts are not duplicated. At another level, this
provides a platform for advocacy. Some of the agencies they have collaborated with are UNFPA,
SIFSA, CARE India, Habitat for Humanity International, Unicef and the World Bank.
Company focus areas
Ultratech rural development activities span five key areas and their single-minded goal here is to
help build model villages that can stand on their own feet. Their focus areas are healthcare,
education, sustainable livelihood, infrastructure and espousing social causes.
Education
Balwadis (pre-school)
Adult education
Non-formal education
Continuing education
Scholarships for girls, merit and technical education

18

Health and family welfare

Mobile clinics - doctors visit once a week
Medical camps - general and issue-based
Health training and awareness
Sanitation - toilets, training, smoking chulas.
Safe drinking water
Mother and child health
Reproductive health
Awareness building

19

Sustainable development and livelihood and agriculture

and watershed development.
Self-help groups
SGSY - dairy, readymade garments, jute project, basket
making, aggarbati making, bee keeping, durrie making.
Check dam
Irrigation
Land development
Soil and water conservation
Pasture development
Social forestry/ plantation activities/ nursery
Horticulture
Farmer training

Infrastructure development
Roads
Dams
Community centres
Houses
Culverts
Electricity
Health centres
Water channels
Schools

20

For Employees
Relocation benefit:
a) Reimbursement of cost incurred for movement of goods
b) Travel Reimbursement
c) Relocation Allowance
Childrens Education Reimbursement
General Reimbursements
Hospitalization Insurance

21

 Accident Insurance
Company Vehicle Leasing Scheme
Holidays & Leave Policy
Company Transportation
Leave encashment
Advance Salary
Awards and reorganization
Social events
Loans without interest
Employee Scholarship (with/without bond)
Employee Compensation
Sponsorship (Sports)
Parental Care
Discounts and Coupons
For the Environment
Committed to sustainable development, to meeting the needs of the present without in
any way jeopardizing the welfare of future generations.
Business strategies consciously factor environment conservation as a major principle.

22

 Plants are ISO14001 Environment Management Systems Certified and adhere to OHSAS
18001 standards.

SWOT ANALYSIS
Strength
UltraTech Cement Limited (UltraTech) is India-based one of the largest cement
manufacturing company. The company along with its subsidiaries is engaged in the business of
manufacturing, marketing, distribution and sales of the cement and cement related products.
UltraTechs other cement related products are ready mix concrete and cement clinker. The
product portfolio of the company comprises Portland cement, Portland blast furnace slag cement
and Portland Pozzolana cement. The company also exports cement and clinker to countries
around the Indian Ocean, Africa, Europe, and the Middle East. The company has an annual
cement production capacity of 18.2 million tones. It is a subsidiary of Grasim Industries Ltd. The
company operates two subsidiary companies namely, Dakshin Cement Limited and UltraTech
Ceylinco (P) Limited. The company is headquarter at Mumbai in India.The company reported
revenues of (Rupee) INR 66,643.30 million during the fiscal year ended March 2009, an increase
of 16.43% over 2008. The operating profit of the company was INR 13,678.20 million during the
fiscal year 2009, a decrease of 9.73% from 2008. The net profit of the company was INR
9,780.60 million during the fiscal year 2009, a decrease of 3.17% from 2008.
Strengths of UltraTech are as follows Better quality
Long relationship with customer.
Maintains a world class infrastructure.
Market share.
Large distribution network.
Proper research and development.
23

 Strong financial backing

Weakness
Everyone looks up to a visionary leader to understand the possibilities tomorrow holds.
And you have a greater responsibility to bear when you are Indias largest cement company.
In the present day context, UltraTech is playing an important role in the infrastructural
development of the country. No wonder, UltraTechs every creation is a window to tomorrow.
And an effective communication was needed to reflect the same.It was quite a daunting task for
Interface Communications, the advertising agency for UltraTech, to get the right mix of emotions
and technological superiority that appeal to everyone right across IHBs to architects and large
commercial establishments.
The weaknesses of UltraTech are as follows Delay in supply.
Inconsistency of Supply.
Insufficient manpower
Opportunity
When you view India through a prism, its multi-faceted refractions are awesome, unique
and partly distressing. A multiethnic, multi-religious, multilingual, multi-cultural diverse
democracy, rich in its distinctive heritage India is, indeed, captivating. Our democracy
resonates throughout the world. Moreover, the way in which India has transformed itself from a
colonial, agri-based backwater economy into an independent, modern, knowledge-driven one is
the stuff of case studies at the best-in-class business schools the world over. While the youth
leader must appreciate these facets, he or she must have a thorough understanding of the
different strands that go into the weave of India. The partition in the aftermath of our freedom
struggle has left a scar, as has the divide in the name of God. India is a country of extreme
paradoxes. We are reckoned as a nation of tremendous opportunities and, yet, it is a reality that
India is a place of perpetual struggle. We have large tracts of our country that have yet to witness
any economic advancement.
Company should 24

 Develop new marketing areas.

Sign more MOUs with government regarding supply of cement for Government work.
Maintain the position of competition in the market.
Threats
Just a few years ago, the Aditya Birla Group bought over the cement business of L&T for
around ` 2,200 crore. L&T allowed its name to be used for about a year. O.P. Puranmalka, Group
Executive President, Grasim Industries, and Chief Marketing Officer, observes that in a very
short time the company had to establish a new brand name in the minds of the people and use the
L&T mind space. The task was Herculean. Explaining the strategy behind the new brand name,
Mr. Puranmalka said: "We wanted to capture the gene code of L&T in the new brand name. So
we commissioned research on customer perception about the L&T Cement brand. Of course, we
were very sure in our minds that L&T Cement epitomised engineering prowess, technology
quality and modernity."
In step with its global agenda, the cement business of the Aditya Birla Group, is
orchestrating a contemporary brand makeover. With UltraTech Cement, the Aditya Birla Group
has established itself as not only the most respected domestic player but also among the global
leaders in cement.
UltraTech has strong competitors like ACC, LAFARGE, AMBUJA Etc., although the
Brand Equity of ULTRATECH CEMENT is AT PAR with ACC and LAFAGE, to maintain the
same continuous follow-up in all respect is necessary.
The Ultratech cement has to adopt necessary strategies to compete with strong
competitiors in order to retain its market position and the goodwill in the market.

Production
25

UltraTech is India's largest exporter of cement clinker. The company's production

facilities are spread across eleven integrated plants, one white cement plant, twelve grinding
units, and five terminals four in India and one in Sri Lanka. Most of the plants have ISO 9001,
ISO 14001 and OHSAS 18001 certification. In addition, two plants have received ISO 27001
certification and four have received SA 8000 certification. The process is currently underway for
the remaining plants. The company exports over 2.5 million tonnes per annum, which is about 30
per cent of the country's total exports (2009). The export market comprises of countries around
the Indian Ocean, Africa, Europe and the Middle East. Export is a thrust area in the company's
strategy for growth.
Ordinary Portland cement
Portland blast furnace slag cement
Portland Pozzolana cement

26

Ordinary Portland cement

Ordinary Portland cement is the most commonly used cement for a wide range of
applications. These applications cover dry-lean mixes, general-purpose ready-mixes, and even
high strength pre-cast and pre-stressed concrete.

Portland blast furnace slag cement

Portland blast-furnace slag cement contains up to 70 per cent of finely ground, granulated
blast-furnace slag, a non-metallic product consisting essentially of silicates and alumino-silicates
of calcium. Slag brings with it the advantage of the energy invested in the slag making. Grinding
slag for cement replacement takes only 25 per cent of the energy needed to manufacture Portland
cement. Using slag cement to replace a portion of Portland cement in a concrete mixture is a
useful method to make concrete better and more consistent. Portland blast-furnace slag cement
has a lighter colour, better concrete workability, easier finish ability, higher compressive and
flexural strength, lower permeability, improved resistance to aggressive chemicals and more
consistent plastic and hardened consistency.

Portland Pozzolana cement

Portland pozzolana cement is ordinary Portland cement blended with pozzolanic
materials (power-station fly ash, burnt clays, ash from burnt plant material or silicious earths),
either together or separately. Portland clinker is ground with gypsum and pozzolanic materials
which, though they do not have cementing properties in themselves, combine chemically with
Portland cement in the presence of water to form extra strong cementing material which resists
wet cracking, thermal cracking and has a high degree of cohesion and workability in concrete
and mortar.

27

Concrete
Concrete is most vital material in modern construction. It has versatile properties like
easy mould ability, high compressive strength and long lasting durability. These properties of
concrete have made it most popular construction material for all types of civil engineering
works. The latest developments in concrete technology have made it possible to use it in intricate
and architecturally complex structures, requiring high degree of performance and aesthetic
appearance.
In addition to normal concrete, other varieties in use are, high strength and high
performance concrete, self compacting, light weight, high density, fibre reinforced, polymer,
coloured concrete etc.
The ingredients of good and bad concrete are the same. The difference lies in the
technology used for production, transportation and placement. The making of concrete is an art
as well as a science. Science because all the ingredients are proportioned as per the standard
codes of practice to get the targeted strength & durability, and an art because in addition to
accurate proportioning, quality of concrete depends on the way it is mixed, placed, compacted,
finished, cured and protected. Ready mix Concrete (RMC) technology results in a perfect blend
of the Art and Science.
In all the developed as well as most of the developing nations, use of RMC for
construction has made it possible to achieve speed and quality. The advent of commercial RMC
in India is about a decade old, but in recent years it has become the preferred choice of architects,
engineers and consumers.
UltraTech Concrete is committed to provide customised high quality RMC for ensuring
speedy construction.

28

Process

Portland cements are made by grinding a mixture of limestone, clay and other
corrective materials, viz. Lateritic, Bauxite etc. Essential constituents mainly are
Lime, Silica, Alumina and Iron Oxide. The process of manufacturing consists of
grinding of raw materials into fine powder, mixing them intimately and burning in
a kiln at about 1400 deg. C. The resultant product is called Clinker. Clinker is
cooled, ground to fine powder with gypsum. The end product is cement.

29

Production Plants in India

Type of Unit
Integrated Plants

No.
11

Grinding Units

11

Bulk Terminals

Jetties

UltraTech Head Office

30

Human Resource Department

Introduction:
Human resource management is the planning, organizing directing and controlling
of the procurement development compensation integration maintenance and
separation of human resource to the end that individual, organizational and social
objective are accomplished. Thus, human resource management refers to set of
programmers, functions and activities designed and carried out in order to
maximize both employees as well as organizational effectiveness. The strength of
personnel department refers to the number of employees working in the unit. It
depends to a great extend on the type of the unit that is it is a large scale unit or a
small scale unit. So the strength of employees in this kind of unit is very high. But
for a small scale unit there are hardly any departmentation and so all the people
work together. Hence it is very obvious that the number of employees working in
these types of units will be less.

HRMS FUNCTION:

Man-power planning
Recruitment
Selection
Orientation
Wages & salary administration
Motivation
Performance appraisal
Employee welfare

31

About Company:
Man Power Planning In Ultratech Cement Ltd., the human resource planning is done on the basis
of demand and supply of human resource.
Recruitment & Selection
Recruitment and Selection is made on the basis of Internal Sources of
Recruitment and Selection criterias are set in the Human Resource
Planning.
Orientation
There is a Group Orientation of the New Employees so that they can get a
basic introduction about the company and Group Orientation saves the time
of both Employees and Employer.
Wages & Salary Administration
Wages and Salary are decided on the basis of Job and Professional
Qualification of the Employee.
Motivation Constant motivations are given to employees so that the employees work
efficiently and the employee turnover reduces.
Performance Appraisal
Performances of the employees are evaluated every year and promotions are
given on the basis of their performance.
Employee Welfare
Different types of employee welfare activities are organized in the company.
32

Marketing
Marketing is the process of communicating the value of a product or service to
customers. Marketing might sometimes be interpreted as the art of selling products,
but sales is only one part of marketing. As the term "Marketing" may replace
"Advertising" it is the overall strategy and function of promoting a product or
service to the customer.
From a societal point of view, marketing is the link between a societys material
requirements and its economic patterns of response. Marketing satisfies these
needs and wants through exchange processes and building long term relationships.
The process of communicating the value of a product or service through
positioning to customers. Marketing can be looked at as an organizational function
and a set of processes for creating, delivering and communicating value to
customers, and managing customer relationships in ways that benefit the
organization and its shareholders. Marketing is the science of choosing target
markets through market analysis and market segmentation, as well as
understanding consumer buying behavior and providing superior customer value.

Products related to marketing

Ultratech Cement

Ultratech Concrete

Ultratech Building Products

Ultratech Building Solutions

Birla White

Star Cement

33

Marketing Orientation
Production Concept
The Production Concept is one of the oldest concepts in business.
Production Concepts say that, consumer will prefer that product which is
economical in nature and which is easily available in the market. According
to this concept company should concentrate on achieving high production
efficiency, low cost and mass distribution.
Product Concept
Product concept says that a product which is having unique and
distinguishes features than its competitors is preferred by the customers. It
means that product concept holds that consumer will favour those products
that offer the most quality performance or innovative features.

Selling Concept
Selling concept says that a market should aggressively promote its product
or market or should put an effort to promote its product. Otherwise it will
not be purchased by the customers. In other words if your product is good in
quality and features than also aggressive marketing should be done. The
purpose of such companies is to sell more for earning more profits.
Advertising with celebrities and various schemes can be helpful.
Marketing Concept
The Marketing concept emerged in the mod of 1950s. The marketing
concept says that marketer should undertake aggressive marketing strategy
to understand the needs of the customers. The marketing concept says that
the key to achieving organizational goals consists of the company being
more effective than competitors in creating, delivering and communicating
superior value to its customers.
34

 Societal Marketing
This concept suggests that every marketer should provide the qualitative
goods at a reasonable price to fulfil his service towards the society.

Holistic Marketing
This concept is based on the development, design and implementation of
marketing programs, processes and activities that recognize their breadth
and interdependence. Holistic marketing recognize that everything matters
with marketing. It integrates all the aspect of the business like internal
marketing, relationship marketing, integrated marketing and social
responsibility.
About Company:

In the Company there is a use of Product concept as it gives the

different types of cement to the customers and consumers.
There is a frequent use of Marketing concept and Holistic concept
as in todays world customer or consumer satisfaction is mainly
seen to retain the customer and to make them a hardcore loyal
towards the company.

35

Marketing Mix
Marketing mix includes 4 Ps of Marketing. They are

Product
Price
Place
Promotion

36

About Company:

Related to Product
Ultratech is providing different kinds of product related to constructions and
variety of products are available in the market.
They are giving the superior quality of goods which makes the construction
more powerful and quality assurance is given by ultratech cement ltd.
Cement Products have different features as per the different requirements of
the customers or consumers.
There are different packaging pattern of cement so that the cement does not
losses its substance and hardness remains in the cement.

37

 Cement comes in the size of 10kg, 25kg, 50kg and 100kg bags.
Many a time company is providing the facility of transportation for the
customers if the order is in bulk.

Branding

Efforts towards Branding

Brand UltraTech enjoys a niche space in the minds of its customers. It represents
expertise, strength and modernity, all interwoven with the help of a strong
emotional connect. The company doesnt just sell a product or a service, it sells
solutions. These solutions help people build their lives and sustain them for
generations. UltraTech is often known as the expert who cares. The title, while
reinforcing the values that UltraTech stands for, also signifies the strong bond that
exists between the brand and its customers, which has been forged over the years.
The UltraTech brand not only helps build cities and homes, it helps build trust and
ultimately, builds lives. The name inspires trust among all the stakeholders:
engineers, builders, contractors, individual house owners, governments, investors,
shareholders and the society at large. The brand has consistently justified this trust.
The brands positioning of being the expert translates into advertising imagery
that depicts progress, cutting-edge technology and modernity. UltraTechs famous
tagline The Engineers Choice reflects its brand promise of being the expert.
Excellent product quality and customer care are the hallmarks of UltraTech
cement.
38

The name UltraTech with the signature line, 'The Engineer's Choice', admirably
captures the premium nature of the brand and its salience."
Mr. O.P. Puranmalka, Business Director, UltraTech Cement Limited, and Director,
Aditya Birla Management Corporation Private Limited.

Branding Scope
The UltraTech brand bears a strong association with popular Indian sports namely
cricket and hockey. The in-film branding with Chak De India and the IPL connect
with the Rajasthan Royals (Season 2, 3 & 5) and Deccan Chargers (Season 4) has
made UltraTech a youthful brand to reckon with. Birla Whites homegrown
Yuvaratna Awards recognise architectural and engineering excellence. UltraTech
is also associated with the Business India exhibition - A Celebration of
Architecture. All these affiliations have strengthened Brand UltraTech's
association with the fraternity of students, engineers, architects, builders and the
construction community at large.

39

Brand Achievements
40

UltraTech Cement has been honored with the title of the customer validated award
- SUPERBRAND for the years 2011 and 2012 by the Superbrands Council. It
has also been bestowed with the title of the customer selected POWERBRAND
for the year 2012 by Powerbrands India.
Superbrands is a global organisation that recognizes, showcases and pays tribute to
the best brands in each country. It is a prestigious award and recognizes the brand
custodians persevering efforts to build a brand that is strong on consumer
perceptions, thereby making it resilient to fluctuating economic conditions.
For the fourth edition of Consumer Superbrands, UltraTech was a part of a very
exclusive group of winners selected first by the consumer and then by an
independent Superbrands Council comprising of the most eminent professionals
from Indias corporate sector. This is an important recognition of our efforts and
serves our objective of getting closer to the consumer. In a market comprising of
several highly regarded competitors, this is certainly an outstanding achievement.
Birla White, a brand of UltraTech, too has earned the distinction of
SUPERBRAND for the second consecutive time and is also a
POWERBRAND.
UltraTech Superbrand Award 2012
Birla White Superbrand Award 2012
UltraTech Superbrand Award 2011
Birla White Superbrand Award 2011
Birla White Superbrand Award 2009

41

Related to Price
The regional variation in the Indian market has resulted in the cement prices across
regions witnessing movement within a band, with no appreciable increase in any
region. Differences in regional demand supply situation have translated into price
differences across regions. Prices are lower in Southern regions where there is
normally a supply surplus. However, prices are higher in Eastern and Western
regions where shortages exist. The surplus position had resulted in significant
pressure on price realizations in recent years.
In the field of marketing management process, it basically consists of four steps:
1. Analyzing marketing opportunities

2. Selecting target markets

3. Developing the marketing mix
4. Managing the marketing effort
About Company:
Price of Cement differs as per the Geographical Area.
Price of Cement includes the transportation cost also so there is a little
difference in the prices of cement
In Gujarat, for the bag of 25kg of cement the price of cement is around 320
Rs which cost to 12-13Rs per kg.
Discounts are given on the bulk orders or as per the contract.
Allowances are given to the customers for their purchases direct from the
manufacturing units. Credit Facilities are given to the customers.

42

Related to Place

Distribution Channel
Companies invariably hire agents or transport cements to own or government
warehouses either via roadway or railways. In case of exports, cement reaches the
nearest port via roadways or railways and is then transferred to the importing
country. Domestically, from agents or warehouses the cement is transported to the
dealers/distributors and in turn to sub dealers who finally sell it to the end users.
There may or may not be physical ownership of goods. In the second case, dealers
and sub dealers take order from buyers and place it to the companies, co ordinate
and monitor the timely dispatch of said orders.
There is a use of 3 levels of channelling.
Manufacturer to Agents to Wholesaler to Retailer to End User.

43

Supply Chain
The team orders and maintains the inventory of stock keeping units so that unit
does not run out of critical supplies at any point. The team also ensures that all
stock keeping units of items used in the unit are received at stores from vendors
and distributed to the different outlets on time. Other functions include:

Distribution Function Configuration:

Number, location and network missions of suppliers, production facilities,
distribution centers, warehouses, cross-docks and customers.

Distribution Strategy:
Includes functions of operating control (centralized, decentralized or shared),
delivery scheme (e.g., direct shipment, pool point shipping, Cross Docking, DSD
(direct store delivery).

Information:
Integration of and other processes through the supply chain to share valuable
information, including demand signals, forecasts, inventory, transportation, and
potential collaboration etc.

Inventory Management:
Quantity and location of inventory including raw materials, work-in-process and
finished goods.

44

Related to Promotion
Promotion is one of the four elements of marketing mix (product, price, promotion,
distribution). It is the communication link between sellers and buyers for the
purpose of influencing, informing, or persuading a potential buyer's purchasing
decision.
There are seven main aspects of a promotional mix these are Advertising - Any paid presentation and promotion of ideas, goods, or
services by an identified sponsor.
Examples: Print ads, radio, television, billboard, direct mail, brochures and
catalogue, signs, in-store displays, posters, motion pictures, Web pages, banner ads,
and emails.
Personal Selling - A process of helping and persuading one or more
prospects to purchase a good or service or to act on any idea through the use
of an oral presentation.
Examples: Sales presentations, sales meetings, sales training and incentive
programs for intermediary salespeople, samples, and telemarketing. Can be faceto-face or via telephone.
Sales promotion - Media and non-media marketing communication are
employed for a pre-determined, limited time to increase consumer demand,
stimulate market demand or improve product availability.
Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, selfliquidating premiums, trade shows, trade-ins, and exhibitions.

Public relations - Paid intimate stimulation of supply for a product,

service, or business unit by planting significant news about it or a
favourable presentation of it in the media.
Examples: Newspaper and magazine articles/reports, TVs and radio presentations,
charitable contributions, speeches, issue advertising and seminars.
45

 Corporate image - The Image of an organization is a crucial point in

marketing. If the reputation of a company is bad, consumers are less willing
to buy a product from this company as they would have been, if the
company had a good image.
Direct Marketing - is often listed as a the fifth part of the marketing mix
Exhibitions - are try-outs. You make your product, and let potential buyers
try the product, these way, you know directly what people see in your
product. The downside, your competitor can see exactly what you are doing.

How to Establish a Promotional Mix

You drive sales by promoting the benefits of your company's goods or services to
pools of potential buyers. The ways you promote your organization will largely
determine whether you successfully plant the right messages in the minds of your
target audience. This module explains how you can establish a promotional mix
best suited to your company's needs and resources.

Determine Your Target Market

Determine Your Objectives
Design Your Message
Select Your Promotional Channels
Determine Your Budget
Determine Your Promotional Mix
Measure the Results and Adjust.

Promotion through the Product life cycle

46

As products move through the four stages of the product lifecycle different
promotional strategies should be employed at these stages to ensure the healthy
success and life of the product. Stages and promotion strategies employed.
Introduction
When a product is new the organizations objective will be to inform the target
audience of its entry. Television, radio, magazine, coupons etc may be used to push
the product through the introduction stage of the lifecycle. Push and Pull Strategies
will be used at this crucial stage.
Growth
As the product becomes accepted by the target market the organization at this
stage of the lifecycle the organization works on the strategy of further increasing
brand awareness to encourage loyalty.
Maturity
At this stage with increased competition the organization take persuasive tactics to
encourage the consumers to purchase their product over their rivals. Any
differential advantage will be clearly communicated to the target audience to
inform of their benefit over their competitors.
Decline
As the product reaches the decline stage the organization will use the strategy of
reminding people of the product to slow the inevitable

About

Company:

Ultratech Cement
is
mostly
promoting its product through Advertising, Sales Promotion and Public
Relations.
47

 Promotional through Product Life Cycle is not possible in case of Cement

Industry as the product not go into declining stage until the competitors
produce a new product

Recent Advertisement

Segmentation
Market segmentation consists of a group of customers who share a similar set of
needs and wants. Segmentation refers to divide the customers into groups on the
basis of some common needs or characteristic.
48

Basis of Segmentation
Geographical Segmentation
It refers dividing the customers on the basis of the place where they are
living various geographic areas consists of region, city, rural and semi rural
area. The purpose of the company for such segmentation is to understand the
needs of people living in different geography. Geographic segmentation is
very useful because needs of the customers are influenced by the geography.
Demographic Segmentation
In Demographic segmentation the market is divided into the groups on the
basis of variables such as age, family size, family life cycle, gender, income,
occupation, education, religion, etc. There are two reasons for using the
demographic segmentation one is that it is easier to measure them while
second reason is that customers need and wants are different as per the
demographic variable.
Psychographic segmentation
Psychographic segmentation refers to be the division of the customers on the
basis of their life style, status, personality and values.
Behavioral Segmentation
In behavioral segmentation buyers are divided into the groups on the basis of
their knowledge and attitude toward the product. Occasion, benefits, usage
rate, buyer readiness stage, loyalty status and attitude are various behavioral
segmentation elements.
About Company:
49

Ultratech is doing market segmentation on the basis of Geographical

Segmentation where the segment is done on basis of rural areas, city areas,
semi rural areas and region.

Targeting
Once the firm has decided its market segmentation opportunities it has to decide
how many and which once to target. Marketers are increasingly combining several
variables in efforts to identify smaller, better defined target groups.

Steps of Targeting
Evaluation of Target
Market50

Selection of
Target Market

1. Evaluation of Target Market

In evaluation of target market segments a firm must look at the following 3
factors:
Segment Size and Growth
Segment Structural attractiveness
Company Objective

2. Selection of Target Market

After evaluating different segments the company must decide which and
how many segments to serve in target market. Target market is a set of
buyers sharing common needs or characteristic that the company decides to
serve.
Undifferentiated Target Market (Mass Market)
Differentiated Target Market (Strategic Market)
Concentrated Target Market (Niche Market)

51

 Individual Market (Micro Market)

About Company
Ultratech cement is targeting on the basis of Differentiated Market so that
the new varieties of cement can be given to the customers. This step can get
success only if segmentation is done properly.

Positioning
Positioning can be defined as the way by which a product has occupied a place in
the minds of customers related to the competitors.
Positioning is the act of designing the companys offering and image to occupy a
distinctive place in the minds of the target market.
To make the buying decisions easy customers are categorizing the products as per
their position in the minds. A products positioning is a complex set of perceptions,
impressions and feelings that consumer holds for the product.
Basis of Positioning
1. Product Differentiation
52

2. Service Differentiation
3. People Differentiation
4. Image Differentiation
About Company
Ultratech uses Product Differentiation and Image Differentiation as its Brand name
Aditya Birla Group itself has a great reputation in the minds of the people.

Marketing Research at Ultratech Cement

Marketing research is a systematic gathering recording and analysis of data about

the problems relating to the marketers of goods and services. Thus it includes
investigation of market, segments, and products. The market research answers the
questions in respect of different markets. The areas of market research are:

Determining the size of both current and also potential market.

Assessing the market brands.
Ascertaining the strength and weakness of competitors.

53

 The current contemplated legislations of the government towards the

particular product, including taxation policy
Demand and sales forecast

Research & Development Department

Research & Development Department is the back-bone of an organization. It helps

the organizations in developing new products and means to meet the need of
customers in an effective way. It also shows how open is an organization towards
the change. In Ultratech following functions are done by the R & D department:
Able to meet customers enhanced requirements above R & D
Able to meet shorter turnaround times demanded by customer
Automated tools helped to meet extra volume of production and new
customer requirements
Maintaining leadership as a technologically advanced supplier
Customized Production & Project Management tools development for
customers
Able to acquire new projects which involves project management
54

 Providing value added services to the customers and bringing-in additional

projects.
Introducing new workflow and systems as per customers requirements

Strategies Adopted by UltraTech

Promise: Excellent product quality and customer care are the hallmark of
UltraTech.
Capitalizing the opportunity of the geometric growth in the housing sector
and the government's thrust on infrastructure.
Right decision at right time
Having excellent Product in hand
Constantly striving to improve and capture more number of market share
Training to Staff
Promotion through movies
55

 Sponsorship

Opinion towards Marketing

Increase frequency of advertisements on T.V., radio, internet and print
media.
Increase Strategic Alliance
Increase visibility by campaign and other modes.
Increase number of distributors and agents
Increase number of warehouse
Having micro-planning in place

Conclusion

The visit of this industry had given me the great

knowledge about the business. After visiting the
Ultratech Cement Ltd. Industry I can say that this
industry is fulfilling the needs of the consumer as well
as of customer. This industry is making good profit in
the market so it is a nice industry to visit.
56

Bibliography

Marketing Management by Philip Kotler

www.ultratechcement.com
Google Search Engine

57