marketing project report- ultratech cementfinal

8/19/2019 Marketing Project Report- ultratech cementFinal

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Fr. C. Rodrigues Institute of Management StudiesSector 9 A, Vashi, Navi Mumbai - 400703.

Project Report on Ultratech Cement (Marketing Management)

Prepared by:-

Paresh

Saant (Roll no.!")


2/18

Ultratech Cement- Project Report

Overview:-

Ultra#ech Cement $td. is the largest man%&act%rer o& grey cement' Ready Mi

Concrete (RMC) and hite cement in ndia. t is also one o& the leading cementprod%cers globally. Ultra#ech as a brand embodies *strength*' *reliability* and

*inno+ation*. #ogether' these attrib%tes inspire engineers to stretch the limits o&

their imagination to create homes' b%ildings and str%ct%res that de,ne the ne

ndia.

#he company has an installed capacity o& Million #onnes Per /nn%m (M#P/) o&

grey cement. Ultra#ech Cement has 0 integrated plants' 0 clinkerisation plant'

0 grinding %nits and b%lk terminals. ts operations span across ndia' U/1'

2ahrain' 2angladesh and Sri $anka. Ultra#ech Cement is also ndia*s largest

eporter o& cement reaching o%t to meet the demand in co%ntries aro%nd the

ndian 3cean and the Middle 1ast.

n the hite cement segment' Ultra#ech goes to market %nder the brand name o&

2irla 4hite. t has a hite cement plant ith a capacity o& ".5 M#P/ and

4allCare p%tty plants ith a combined capacity o& ".6 M#P/.

4ith more than 0"" Ready Mi Concrete (RMC) plants in !5 cities' Ultra#ech is

the largest man%&act%rer o& concrete in ndia. t also has a sle o& speciality

concretes that meet speci,c needs o& discerning c%stomers.

3%r 2%ilding Prod%cts b%siness is an inno+ation h%b that o7ers an array o&

scienti,cally engineered prod%cts to cater to ne-age constr%ctions. /erated

/%tocla+ed Concrete (//C) blocks are economical' light-eight blocks ideal &orhigh-rise b%ildings' hile 8ry Mi Prod%cts incl%de aterproo,ng' gro%ting and

plastering sol%tions designed &or &aster completion o& projects. #he retail &ormato& Ultra#ech 2%ilding Sol%tions o7ers a ide range o& constr%ction prod%cts to the

end c%stomers %nder one roo&.

4ith its signi,cant presence in grey and hite cement' concrete' b%ilding

prod%cts and b%ilding sol%tions' Ultra#ech is a one-stop shop &or all primary

constr%ction needs. ts meteoric rise as the largest cement brand in ndia re9ects

the organisation*s &oc%s on c%tting edge technology' research and technical

ser+ices.

Ultra#ech Cement pro+ides a range o& prod%cts that cater to the needs o& +ario%saspects o& constr%ction' starting &rom &o%ndation to ,nish. #hese incl%de:

3rdinary Portland Cement' Portland 2last %rnace Slag Cement and Portland

Po;;alana Cement %nder grey cement.

4hite cement' 4all Care p%tty and hite cement based prod%cts %nder 2irla

4hite.

Ready Mi Concrete and a range o& specialty concretes ith speci,c &%nctional

properties %nder Ultra#ech Concrete.

//C blocks' aterproo,ng sol%tions' gro%ting sol%tions and plastering sol%tions%nder Ultra#ech 2%ilding Prod%cts.


3/18

Ultra#echotan $imestone ?ha%jUdyog Pri+ate $imited' 2hagati $imestone Company

Pri+ate $imited' Ultra#ech Cement $anka (P+t.) ($td.)' Ultra#ech Cement Middle

1ast n+estments $imited' P# Ultra#ech Mining ndonesia and P# Ultra#ech

n+estments ndonesia.

Ultra#echro%p has topped the Aielsen*s Corporate mage Monitor "0-0! and

emerged as the n%mber 0 corporate' the *2est in Class*.

History Of Ultratech Cement:

1983 -/arp%r Cement 4orks Plant

198 -/arp%r Cement 4orks Plant

1993 -Bhars%g%da grinding %nit

199! -=irmi Cement 4orks

199" ->%jarat Cement 4orks Plant

1998 -/ndhra Pradesh Cement 4orks ->%jarat Cement 4orks Plant

1999 -Aarmada Cement Company $imited ac%ired Ratnagiri Cement 4orks

#$$$ -2%lk cement terminals at Mangalore' Aa+i M%mbai and Colombo

#$$1 ->rasim ac%ires 0" per cent stake in $D#. S%bse%ently increases stake to

05.! per cent by 3ctober "" -8%rgap%r grinding %nit

#$$# ->rasim increases its stake in $D# to [email protected] per cent at /rakkonam grinding

%nit.

-#he >rasim 2oard appro+es an open o7er &or p%rchase o& %p to " per cent o&

the e%ity shares o& $arsen D #o%bro $td ($D#)' in accordance ith the pro+isionsand g%idelines iss%ed by the Sec%rities D 1change 2oard o& ndia (S12)

Reg%lations' 0EEF.

#$$3 -#he board o& $arsen D #o%bro $td ($D#) decides to demerge its cement

b%siness into a separate cement company (CemCo). >rasim decides to ac%ire

an 6.5 per cent e%ity stake &rom $D# and then make an open o7er &or !" per

cent o& the e%ity o& CemCo' to ac%ire management control o& the company.

#$$! -Completion o& the implementation process to demerge the cement

b%siness o& $D# and completion o& open o7er by >rasim' ith the latter ac%iring

controlling stake in the nely &ormed company Ultra#ech.


4/18

#$$" -Aarmada Cement Company $imited amalgamated ith Ultra#ech p%rs%ant

to a Scheme o& /malgamation being appro+ed by the 2oard &or nd%strial D

inancial Reconstr%ction (2R) in terms o& the pro+ision o& Sick nd%strial

Companies /ct (Special Pro+isions) - ormerly knon as UltratechCemco $imited.

#he >ro%p*s principal acti+ities are to man%&act%re and market clinker and

cement in ndia.

- Ultratech Cement $td has ind%cted Mr. Sa%rabhMisra into the 2oard as an

/dditional 8irector and appointed Managing 8irector o& the Company.

- Ultratech Cement recei+es order &rom 2R.

- Ultratech Cement $td has appointed Mr >irish M 8a+e as a 8irector on the

2oard o& the Company.

#$$9 -Ultra#ech to absorb Samr%ddhi to &orm ndia*s biggest cement ,rm

-Ultratech to be the lead sponsors o& Rajasthan Royals

-Ultra#ech to consider >rasim merger proposal

#$1$ -Ultratech Cement $td has appointed Mr. 3 P P%ranmalka as /dditional

8irector ith immediate e7ect.

#$11 -Ultra#ech Cement $td has recommended a ,nal di+idend o& Rs. G-

#$1# -Ultra#ech Cement $td has ac%ired 0"" per cent e%ity shares o& >otan

$imestone ?hanijUdyog P+t $td (>?UP$)' Rajasthan.

Pro%&cts:

Ultratech Cement

Ultratech Concrete

Ultratech 2%ilding Sol%tions

Ultratech 2%ilding prod%cts

2irla 4hite cement

'&sinesses:

Ultra#ech Cement $imited is the largest cement company in ndia and among the

leading prod%cers o& cement globally. Ultra#ech is also the largest man%&act%rer

o& hite cement and ready mi concrete in ndia.

Ultra#ech Cement pro+ides a range o& prod%cts that cater to the needs o& +ario%s

aspects o& constr%ction' ranging &rom &o%ndation to ,nish. #his incl%des 3rdinary

Portland Cement' Portland 2last %rnace Slag Cement' Portland Po;;alana

Cement' 4hite Cement' Ready Mi Concrete' b%ilding prod%cts and a host o&

other b%ilding sol%tions. Cement is sold %nder the brands HUltra#ech' Ultra#ech

Premi%m and 2irla S%per.< 4hite cement is man%&act%red %nder the brand name

o& H2irla 4hite


5/18

end cons%mer pro+iding a +ariety o& primary constr%ction materials %nder one

roo&.

Ultra#ech Cement has 0 integrated plants' 0 clinkerisation %nit' 0 grinding

%nits' b%lk terminals' 0 hite cement plant' 4allCare p%tty plants and 0"0

RMC plants J spanning ndia' U/1' 2ahrain' 2angladesh and Sri $anka. Ultra#ech

Cement is also ndia*s largest eporter o& cement and clinker reaching o%t to

meet demand in co%ntries aro%nd the ndian 3cean' /&rica' 1%rope and the

Middle 1ast.

#he company*s s%bsidiaries are 8akshin Cements $imited' =arish Cements

$imited' Ultra#ech Cement $anka (P+t.) $td and Ultra#ech Cement Middle 1ast

n+estments $imited.

(o)istics:

3+er the years' Ultra#ech has achie+ed market leadership by pro+iding

benchmark ser+ices to c%stomers by adopting c%stomer oriented processes ate+ery stage' right &rom planning to deli+ery.

#hro%gh a rob%st logistics netork o& !" plants' 5"" pl%s areho%ses and 05"

pl%s railheads' Ultra#ech ser+es 0@""" orders per day by %sing a mi o& +ario%s

logistics modes incl%ding rail' road and sea. #hese orders originate &rom 5""""

pl%s dealers' retailers and instit%tional c%stomers ith lot si;e +arying &rom o& 0

M# to @" M#. #he key to managing s%ch scale and compleity is the %se o& rob%st

processes &or planning' distrib%tion' netork design' order eec%tion' +isibility

and optimal reso%rce %tili;ation.

Ultra#ech has been one o& the leaders in the ndian Cement nd%stry in %sing

technology to pro+ide real time +isibility across all stake holders. rom o%r

channel partners (dealers' instit%tional c%stomers)' ser+ice partners (handling

and transporting agents' railays) and e+en internal &%nctional teams' this

+isibility enables optimal b%siness decisions on a daily basis.

4ith an eye on the &%t%re' Ultra#ech has implemented an R8 based Kehicle

Mo+ement System at one o& its plants to monitor real-time' in-plant mo+ement o&

+ehicles' impro+e o+erall sa&ety inside the plant and red%ce the o+erall time

taken ithin the plant &or road loading.

*ome of the 'est-in-class *C+ processes a%opte%

,y Ultratech incl&%e:-

L Aetork optimi;ation

L 4eb and mobile based order management system ith real time +isibility

o& order stat%s

L C%stomer ser+ice le+el meas%rement on real time basis

L >PS based +ehicle tracking system &or dedicated 9eet

L /%tomation at secondary ser+ice points like railheads and godons

L R8 based +ehicle mo+ement system to red%ce in-plant time o& +ehicles


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*ea (o)istics:

Sea transport is the most economic mode o& transport' especially here plants

are sit%ated near ports. Ultra#ech is &oc%sed on sea mode as it is sa&e'

en+ironment &riendly D poll%tion &ree.

Ultra#ech has its operation on the ndian est coast ith the loading terminals

sit%ated at Pipa+a+ and Ba&arabad' >%jarat. #he s%pplies goes to Magdalla' BAP#-

M%mbai' Ratnagiri' Ae Mangalore' Cochin and eport to Sri $anka' Persian >%l&'/&rican continent and ar 1astern regions.

#he state o& the art system incl%des the cargo con+eying and handling system as

a part o& the cement plant. #his capti+e jetty handles abo%t 5 million tonnes o&

capti+e cargoes o& cement and clinker' ith more than 6" berth occ%pancy

rate.

' ran% chievements:Ultra#ech Cement has been hono%red ith the title o& the cons%mer +alidated

aard - *SUP1R2R/A8* &or the years "00' "0' "0! and "0@ by the

S%perbrands Co%ncil. t has also been bestoed ith the title o& the c%stomer

selected *P341R2R/A8* &or the year "0 and "0@ by Poerbrands ndia.

S%perbrands is a global organisation that recogni;es' shocases and pays trib%te

to the best brands in each co%ntry. t is a prestigio%s aard and recogni;es the

brand c%stodian*s perse+ering e7orts to b%ild a brand that is strong on cons%mer

perceptions' thereby making it resilient to 9%ct%ating economic conditions.

or the &o%rth edition o& Cons%mer S%perbrands' Ultra#ech as a part o& an

ecl%si+e gro%p o& inners selected ,rst by the cons%mer and then by an

independent S%perbrands Co%ncil comprising o& the most eminent pro&essionals


7/18

&rom ndia*s corporate sector. #his is an important recognition o& o%r e7orts and

ser+es o%r objecti+e o& getting closer to the cons%mer. n a market comprising o&

se+eral highly regarded competitors' this is certainly an o%tstanding

achie+ement.

2irla 4hite' the hite cement brand o& Ultra#ech' too has earned the distinction

o& *SUP1R2R/A8* &or the &o%rth consec%ti+e time and is also a *P341R2R/A8*.

4e ha+e been recognised as the largest cement company in "00 and "0 by

Constr%ction 4orld and the 2%siness 4orld has ranked %s as one o& the &astest

groing companies in "0@.

'&siness .nvironment:

Ultra#ech stri+es to adopt an eco-&riendly approach across all areas o& its

b%siness operations. 4e are one o& the earliest proponents o& alternati+e &%el

%sage' aste heat reco+ery and other en+ironment &riendly practices in the

co%ntry.

/oc&s areas:Ultra#ech*s social projects are designed ith the long-term goal o& creating

s%stainability and sel&-reliance. =ence' the projects &oc%s on &actors that ill lead

to empoerment and capacity b%ilding. #ho%gh Ultra#ech operates in ,+e &oc%s

areas' its major emphasis has been on pro+iding %ality ed%cation and

healthcare &acilities. mportance is also gi+en to b%ilding in&rastr%ct%re' as

%ltimately it is the tool that &%els groth. #he res%lts o& these projects ill not

only bene,t their respecti+e comm%nities b%t also the nation at large.

#he company*s CSR acti+ities are concentrated in @"F +illages' in proimity to its

plants' across the co%ntry.


8/18

0nfrastr&ct&re 2atershe% +ana)ement .nvironment:

#o conser+e ater &or agric%lt%re and domestic %ses' 0 ponds and 0E check

dams ere repairedGb%ilt at Ba&rabad' /arp%r' =irmi' Malkhed' ?o+aya' Raan'

?hor and ?haria?hangar.

/pproach roads ere b%ilt in three +illages at #adipatri and repaired in 0

+illages at other locations. /t Malkhed'#adipatri' ?hor' Sambh%p%ra'

Reddipalyam' =irmi and /arp%r 0 School b%ildings ere repaired and

bo%ndary alls constr%cted. / comm%nity hall as instit%ted in /arp%r.

/ plantation dri+e &or enlarging the green belt co+er has been taken %p at

Reddipalyam' Sambh%p%ra' ?o+aya' Ba7rabad' /arp%r' ?hor' =irmi' Raan'

Bhars%g%da' Ratnagiri' ?otp%tli' #adipatri and ?haria?hangar.

+ar4etin) +i5 6i7e7 Price Place Pro%&ct

Promotion:

0. PriceL Price o& Cement incl%des the transportation cost also so there is a littledi7erence in the prices o& cement.L n >%jarat' &or the bag o& 5 kg o& cement the price o& cement is aro%ndRs.!" hich cost to Rs.0 -0! per kg.L 8isco%nts are gi+en on the b%lk orders or as per the contract.L /lloances are gi+en to the c%stomers &or their p%rchases direct &rom theman%&act%ring %nits.L Credit acilities are gi+en to the c%stomers.

#7 Pro%&ct

L Or%inary Portlan% Cement

3rdinary Portland cement is the most commonly %sed cement &or a ide

range

o& applications.

L Portlan% ,last-f&rnace sla) Cement

Ultra#ech Premi%m is a concrete special cement' prod%ced in Ultra#ech*s state-

o&-the-art man%&act%ring &acilities.

Portlan% Poolana Cement


9/18

Portland Po;;olana cement is ordinary Portland cement intimately blended or

intergro%nd ith po;;olanic materials s%ch as 9y ash' calcined clay' rice h%sk

ash etc.

Portland cement clinker is either intergro%nd or intimately blended ith speci,ed

%antities o& gyps%m and po;;olanic materials to prod%ce Portland Po;;olana

cement. Po;;olanas by themsel+es do not ha+e cementitio%s properties b%t

reacts ith calci%m hydroide in the presence o& moist%re at normal temperat%re

to &orm compo%nds ha+ing cementitio%s properties. #he concrete prod%ced by

%sing Portland Po;;olana cement has high %ltimate strength' is more d%rable'

resists et cracking' thermal cracking and has a high degree o& cohesion and

orkability in concrete and mortar.

Cement complyin) with .&ropean an% *ri (an4an stan%ar%

specications

Ultra#ech*s b%lk cement terminal is located at Colombo in Sri $anka.

37 Place

L oc%s more on r%ral areas as an emerging sector

L Ao need to ha+e a +ast distrib%tion netork to increase o%treach

L ! cement plants located all o+er ndia (@ Ae %nder constr%ction)

!7 Promotion

L Cashing in on the brand name o& $D# Cement

L 1stablishing ranchisee netork

L #hro%gh P$ team sponsorship o& Rajasthan Royals

L 2anners and hoardings on p%blic transport +ehicles and b%s stops

Competitors /or Ultra;ech Cement (t%7

Company C&rrent

Price

'oo4


10/18

/CC $td. 0'@!."5 @0.!! 5."E F'@E6."!

/mb%ja Cements $td. .05 0.@ .56 !@'@00."5

B ? $akshmi Cement

$td. !6."5 00".F5 @6.!@ @'@E5.56

B ? Cement $td. 50." 50.@F @.E! @'55!.

=eidelberg

Cement

ndia $td.

66.5 !.FF "."" '""6.E!

>%jarat

Sidhee

Cement$td.

!".F" [email protected] "."" 0!".0E

3rient

Cement

$td.

[email protected] @".@5 6.! '6E0.F

.

+ar4etin) of Ultratech Cement:

Marketing is the process o& comm%nicating the +al%e o& a prod%ct or

ser+ice to c%stomers. Marketing might sometimes be interpreted as the

art o& selling prod%cts' b%t sales is only one part o& marketing. /s the term

NMarketingN may replace N/d+ertisingN it is the o+erall strategy and

&%nction o& promoting a prod%ct or ser+ice to the c%stomer. rom a societal

point o& +ie' marketing is the link beteen a society


11/18

L Ultratech Concrete

L Ultratech 2%ilding Prod%cts

L Ultratech 2%ilding Sol%tions

L 2irla 4hiteL Star Cement

+ar4etin) Orientation Pro%&ction Concept :

#he Prod%ction Concept is one o& the oldest concepts in b%siness.

Prod%ction Concepts say that' Hcons%mer ill pre&er that prod%ct hich is

economical in nat%re and hich is easily a+ailable in the market


12/18

#here is a &re%ent %se o& Marketing concept and =olistic concept as in

today


13/18

,o&t Company: Price o& Cement di7ers as per the >eographical/rea. Price o& Cement incl%des the transportation cost also so there is a

little di7erence in the prices o& cement n >%jarat' &or the bag o& 5kg o&

cement the price o& cement is aro%nd !" Rs hich cost to 0-0!Rs per

kg. 8isco%nts are gi+en on the b%lk orders or as per the contract.

/lloances are gi+en to the c%stomers &or their p%rchases direct &rom theman%&act%ring %nits. Credit acilities are gi+en to the c%stomers.

• Relate% to Place: 8istrib%tion Channel Companies in+ariably hireagents or transport cements to on or go+ernment areho%ses either +ia

roaday or railays. n case o& eports' cement reaches the nearest port

+ia roadays or railays and is then trans&erred to the importing co%ntry.

8omestically' &rom agents or areho%ses the cement is transported to the

dealersGdistrib%tors and in t%rn to s%b dealers ho ,nally sell it to the end

%sers. #here may or may not be physical onership o& goods. n the

second case' dealers and s%b dealers take order &rom b%yers and place itto the companies' coordinate and monitor the timely dispatch o& said

orders. #here is a %se o& ! le+els o& channeling. Man%&act%rer to /gents to

4holesaler to Retailer to 1nd User.

• *&pply Chain: #he team orders and maintains the in+entory o& stockkeeping %nits so that %nit does not r%n o%t o& critical s%pplies at any point.

#he team also ens%res that all stock keeping %nits o& items %sed in the

%nit are recei+ed at stores &rom +endors and distrib%ted to the di7erent

o%tlets on time. 3ther &%nctions incl%de: 8istrib%tion %nction

Con,g%ration A%mber' location and netork missions o& s%ppliers'prod%ction &acilities' distrib%tion centers' areho%ses' cross-docks and

c%stomers. 8istrib%tion Strategy ncl%des &%nctions o& operating control

(centrali;ed' decentrali;ed or shared)' deli+ery scheme (e.g.' directshipment' pool point shipping' Cross 8ocking' 8S8(direct store deli+ery).

n&ormation ntegration o& and other processes thro%gh the s%pply chain to

share +al%able in&ormation' incl%ding demand signals' &orecasts'

in+entory' transportation' and potential collaboration etc. n+entory

Management: %antity and location o& in+entory incl%ding ra materials'

ork-in-process and ,nished goods.

• Relate% to Promotion: Promotion is one o& the &o%r elements o& marketing mi (prod%ct' price' promotion' distrib%tion). t is the

comm%nication link beteen sellers and b%yers &or the p%rpose o&

in9%encing' in&orming' or pers%ading a potential b%yers p%rchasing

decision. #here are se+en main aspects o& a promotional mi these are -

/d+ertising - /ny paid presentation and promotion o& ideas' goods' or

ser+ices by an identi,ed sponsor. 1amples: Print ads' radio' tele+ision'

billboard' direct mail' broch%res and catalog%e' signs' in-store displays'

posters' motion pict%res' 4eb pages' banner ads' and emails.


14/18

• Personal *ellin): / process o& helping and pers%ading one or moreprospects to p%rchase a good or ser+ice or to act on any idea thro%gh the

%se o& an oral presentation. 1amples: Sales presentations' sales

meetings' sales training and incenti+e programs &or intermediary

salespeople' samples' and telemarketing. Can be &ace-to-&ace or +ia

telephone. Sales promotion - Media and non-media marketing

comm%nication are employed &or a pre-determined' limited time to

increase cons%mer demand' stim%late market demand or impro+e prod%ct

a+ailability. 1amples: Co%pons' seepstakes' contests' prod%ct samples'

rebates' tie-ins' sel&-li%idating premi%ms' trade shos' trade-ins' and

ehibitions. P%blic relations - Paid intimate stim%lation o& s%pply &or a

prod%ct' ser+ice' or b%siness %nit by planting signi,cant nes abo%t it or a

&a+o%rable presentation o& it in the media. 1amples: Aespaper and

maga;ine articlesGreports' #Ks and radio presentations' charitable

contrib%tions' speeches' iss%e ad+ertising and seminars.

• Corporate ima)e: #he mage o& an organi;ation is a cr%cial point inmarketing. & the rep%tation o& a company is bad' cons%mers are less

illing to b%y a prod%ct &rom this company as they o%ld ha+e been' i& the

company had a good image. 8irect Marketing - is o&ten listed as the ,&th

part o& the marketing mi 1hibitions - are try-o%ts. Qo% make yo%r

prod%ct' and let potential b%yers try the prod%ct' these ay' yo% kno

directly hat people see in yo%r prod%ct. #he donside' yo%r competitor

can see eactly hat yo% are doing. =o to 1stablish a Promotional Mi

Qo% dri+e sales by promoting the bene,ts o& yo%r company


15/18

market the organi;ation at this stage o& the li&ecycle the organi;ation

orks on the strategy o& &%rther increasing brand aareness to enco%rage

loyalty. Mat%rity /t this stage ith increased competition the organi;ation

take pers%asi+e tactics to enco%rage the cons%mers to p%rchase their

prod%ct o+er their ri+als. /ny di7erential ad+antage ill be clearly

comm%nicated to the target a%dience to in&orm o& their bene,t o+er their

competitors. 8ecline as the prod%ct reaches the decline stage the

organi;ation ill %se the strategy o& reminding people o& the prod%ct to

slo the ine+itable.

b) *e)mentation: Market segmentation consists o& a gro%p o&c%stomers ho share a similar set o& needs and ants. Segmentation

re&ers to di+ide the c%stomers into gro%ps on the basis o& some common

needs or characteristic. 2asis o& Segmentation >eographical Segmentation

J t re&ers di+iding the c%stomers on the basis o& the place here they are

li+ing +ario%s geographic areas consists o& region' city' r%ral and semi-r%ral area. #he p%rpose o& the company &or s%ch segmentation is to

%nderstand the needs o& people li+ing in di7erent geography. >eographic

segmentation is +ery %se&%l beca%se needs o& the c%stomers are

in9%enced by the geography. 8emographic Segmentation J n

8emographic segmentation the market is di+ided into the gro%ps on the

basis o& +ariables s%ch as age' &amily si;e' &amily li&e cycle' gender'

income' occ%pation' ed%cation' religion' etc. #here are to reasons &or

%sing the demographic segmentation one is that it is easier to meas%re

them hile second reason is that c%stomerroth Segment Str%ct%ral attracti+eness Company 3bjecti+e


16/18

Selection o& #arget Market /&ter e+al%ating di7erent segments the

company m%st decide hich and ho many segments to ser+e in target

market. #arget market is a set o& b%yers sharing common needs or

characteristic that the company decides to ser+e. Undi7erentiated #arget

Market (Mass Market) 8i7erentiated #arget Market (Strategic Market)

Concentrated #arget Market (Aiche Market) ndi+id%al Market (MicroMarket)/bo%t Company Ultratech cement is targeting on the basis o&

8i7erentiated Market so that the ne +arieties o& cement can be gi+en to

the c%stomers. #his step can get s%ccess only i& segmentation is done

properly.

e Positionin):

Positioning can be de,ned as the ay by hich a prod%ct has occ%pied a

place in the minds o& c%stomers related to the competitors. Positioning isthe act o& designing the companyevelopment >epartment

Research D 8e+elopment 8epartment is the back-bone o& an organi;ation.

t helps the organi;ations in de+eloping ne prod%cts and means to meet

the need o& c%stomers in an e7ecti+e ay. t also shos ho open is an

organi;ation toards the change. n Ultratech &olloing &%nctions are done

by the R D 8 department: /ble to meet c%stomers enhanced re%irements

abo+e R D 8 /ble to meet shorter t%rnaro%nd times demanded by

c%stomer /%tomated tools helped to meet etra +ol%me o& prod%ction and

ne c%stomer re%irements Maintaining leadership as a technologically

ad+anced s%pplier C%stomi;ed Prod%ction D Project Management toolsde+elopment &or c%stomers /ble to ac%ire ne projects hich in+ol+es


17/18

project management Pro+iding +al%e added ser+ices to the c%stomers and

bringing-in additional projects. ntrod%cing ne ork9o and systems asper c%stomer


18/18

year b%t increase in price in the early %arters o& the year res%lted in the

increase in re+en%e by 00.

#he o+erall eport +ol%me &ell by 6 b%t depreciation o& the r%pee helped in

impro+ing reali;ation by 5.

marketing project report- ultratech cementfinal

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