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Prestige Institute of Management and Research, IndoreSummer Internship at UlTRATECH CEMENT LIMITED

Promotion of Ultratech Cement & Building SolutionsGuided by :Prof. Sarfaraz AnsariPresented by:Harsh KothariMBA FT 2013-151121207125About CompanyUltraTech Cement Limited, a Grasim subsidiary is India's largest manufacturer of cement with an installed capacity of 62 Million Tonnes Per Annum.The Aditya Birla Group is the 10th largest cement producer in the world & the 4th largest in Asia.Cement business of Larsen & Toubro Limited demerged and vested in company in 2004.

The major competitor of ultratech cement are Ambuja cement,ACC cement & Lafarge

Major Projects

Kolkata Metro RailCement Used-60,000 MTCoastal Gujarat Power ProjectCement Used-0.213 million MT

Bangalore Metro RailCement Used-0.37 million MT

Elevated Express HighwayCement Used-86,000 MT

Pimpal Gaon-Nashik-GondeRoad Project Cement Used-0.13 million MT

Bandra-Worli Sea-linkCement Used-0.1 Million MT

My Task and ExperienceMy job during the internship was to visit the retail counters of various rural areas of M.P and stimulate them to establish a new Ultratech Building Solutions Counter.

This experience enabled me to get hands on various aspects of building solutions products and convincing rural market retailers.

It is a retail format which is a one-stop shop catering to primary construction needs. These retail outlets offer a wide range of rudimentary construction products and value-added services that include Technical Advice during construction, Construction Cost Calculator, Vaastu Consultancy, Product Training in all categories and Technical meets for customers.The format was launched in Rajkot in September,2007 and since then about 500 outlets have been opened across urban, semi-urban and rural locations all over India. The outlets typically range from 300 to 400 sq. ft. in size with additional godown space for storage.

ULTRATECH BUILDING SOLUTIONS PRODUCTS

Marketing and Promotional StrategiesATL- Above the line Promotional StrategiesFilm Branding & Sponsorship: Ultratech Cement used this strategy in some of the movies like chak de India by sponsoring hockey team and in social movie Satyagrah. The company is also the official sponsor of Rajasthan Royals in Indian Premier league.TV AdvertisementsPrint Media Advertisements

BTL- Below the line Promotional StrategiesSales Personal in Promotion: The end customers purchase is influenced by opinion leaders viz. contractors, masons, architects etc. Thus to attract them cements sales teams organize seminars for contractors and masons.Use of Merchandise in Promotion: The masons, contractors are gifted with caps, key chains-shirts with the logo of Cement Companies to enhance the brand recall.Sales Promotion Schemes: Performance based incentives as Gold Coins, Foreign trip etc . Wall paints & Display Boards

SWOT Analysis Suggestions To increase the sales of Ultratech Cement in rural area there is a need of time to time demo program, seminars & meetings.There is need of more promotional activities specially in sub dealers and in panchayat areas.Need to provide availability of all the construction parts, material and tools on distributor office.The company must improve its supply so as the demand for the cement can easily be met.The customers are not totally aware of the various schemes. company may use campaigns to promote their schemes to reach the ultimate customers.

Thank you !!