SHORT VISIT TO THE ADITYA BIRLA INDUSTRY HOUSESHORT VISIT TO THE ADITYA BIRLA INDUSTRY HOUSE

By :NUPURNEERAPOOJADEEPTHI

Ultra tech

Profile

• A US$ 29 billion corporation, the Aditya Birla Group is in the League of Fortune 500.

• In the year 2009, the Group was ranked among the top six great places for leaders in the Asia-Pacific region, in a study conducted by Hewitt Associates, RBL Group and Fortune magazine

• Kumar Mangalam Birla is the chairman of the Aditya Birla group.

Factfile.• The world's largest aluminium rolling

company.

• World leader in viscose staple fiber

• One of the three biggest producers of primary aluminium in Asia

• One of the leading cement producers in India and eighth-largest globally

• Fourth-largest producer of insulators in the world

Ultra Tech.• Incorporated on 24 August 2000 as L&T

Cement Limited.

• Cement business of Larsen & Toubro Limited demerged and vested in company in 2004.

• Name changed to UltraTech Cement Limited with effect from 14 October 2004

overview

• Ultra Tech Cement Limited has an annual capacity of 52 million tones.

• It is manufactured in the state of the art manufacturing facility at eleven integrated plants, ten split grinding units and five bulk cement terminals located across India.

• Ultra tech cement have been accredited with ISO 9001, 14001, 18001 certifications.

• The quality of ultra tech has been globally accepted and is India's largest exporter of cement and clinker

Social projects.• 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.“

STRATEGY-The projects are carried out under the aegis of the "Aditya Birla Centre for Community Initiatives and Rural Development", led by Mrs. Rajashree Birla

The focus is on the all-round development of the communities around plants located mostly in distant rural areas and tribal belts.

Education Health & family welfare

Infrastructure Development

Social causes

Balwadis( preschool)

Mobile clinics - doctors visit once a week

Roads Widow / dowry-less mass marriages

Adult education Medical camps - general and issue-based

Dams Women empowerment

Non-formal education

Health training and awareness

Community centers

Awareness drives on knowledge, attitude and practices

Continuing education

Sanitation - toilets, training, smokeless chullahs, biogas

Houses

Scholarship for girls

Safe drinking water

Electricity

Scholarship for merit & technical education

Mother and child health

Health centers

Reproductive health

Schools

SEGMENTATION

GOVERNMENT PROJECTS (KEY ACCOUNTS) IRRAGATION PUBLIC WORKS POWER PROJECTS

NON-GOVERMENT PROJECTS RESEDENTIAL PROJECTS (Individual & Cluster) NON RESIDENTIAL PROJECTS

GOVERNMENT PROJECTS

IRRAGATION

• Dams

• Canals

• Channels

• Aquaducts

PUBLIC WORKS DEPARTMENT

• Roads

• Buildings

• Bridges

• Fly-overs

• Constructions of Ports

POWER PROJECTS

• Construction of Penstock pipes

• Power Generation Stations

NON GOVERNMENT PROJECTS

RESEDENTIAL PROJECTS

INDIVIDUAL RESIDENTIAL PROJECTS CLUSTER RESIDENTIAL PROJECTS

NON RESIDENTIAL PROJECTS FACTORIES WAREHOUSES COMPLEXES

TARGETING

TARGET

• Construction Companies

• Contractors and Developers

Cont ….• Classify as gigantic i.e World wide and nation

wide contractors (e.g Gamen, L & T, Nagarjuna Constructions, Shapooji Palounji Mistry)

• Regional developers and contractors (e.g Prestige , Mantri, Briged )

• Local contractors

POSTIONONG

POSTIONING

THE ENGINEER’S CHOICE

EC has a very broad spectrum of meaning. It conveys because an engineer would have studied the various technical aspect of cement .He knows which grade of cement is necessary for a specific work because each work needs to be completed with specific measurable strengths so he calls the shots

Jaan Wahi Pehchaan Nayi

• AB and BP are great high quality cement manufactures, over the years they had brought the technical know-how both from abroad and supported with in-house intensive research

• It has to be said that these pioneers in the cement industries both join tougher to pool their resources tougher, to share their expertise and venture to bring out a product which should stand “better than the best product.”

PRODUCT

• Ordinary Portland cement

• Portland Pozzolana cement

• Rapid Hardening Portland cement

• Portland blast furnace slag cement

• Ready Mix Concrete

PRICE

Retailers to Customers (Contractors)

• Ordinary Portland Cement (OPC) Rs. 275- Rs. 280 per Bag

( Each Bag is of 50 kg)

• Portland Pozzolana cement(PPC) Rs. 270- Rs. 275 per Bag

( Each Bag is of 50 kg)

• Ready Mix Concrete Rs.3000 per cubic meter

CUSTOMERS

• Dealers• Stockiest • Retailers• Individual House Builders • Engineers • Architects • Masons• Contractors

PLACE

The company has: 11 integrated plants 1 white cement plant 1 clinkerisation plant in UAE 15 grinding units – 11 in India 2 in UAE 1 in Bahrain and Bangladesh each. five terminals — 4 in India and 1 in Sri Lanka

• The export markets of ultratech cement span countries around the Indian Ocean, Africa, Europe and the Middle East.

• UltraTech concrete plants are present in Mumbai, Pune, Nasik, Nagpur, Ahmedabad, Surat, Gurgaon, Noida, Jaipur, Chandigarh, Chennai, Bangalore, Hyderabad, Cochin, Vizag, Ludhiana, Raipur and Kolkata.

C. WHITE CEMENT

Kharia Khangar (Rajasthan)

D. CLINKER PLANT

 Ras Al Khaimah, UAE

E. BULK TERMINALS

Navi Mumbai (Maharashtra)

Mangalore (Karnataka)

Shankarpally (Andhra Pradesh) 

Dodaballpur (Karnataka)

Colombo (Sri Lanka)

CLINKER GRINDING UNIT

BULK CEMENT TERMINAL

PROMOTIONAL STRATEGIES

Mr. O.P. Puranmalka, Group Executive President:

“We found that cricket has a great following in our country and we wanted to explore the possibility of associating with this sport.”

• Co sponsor of Indo-Pak series held in Pakistan

• UltraTech Cement is official team sponsor of Rajasthan Royals.

• Movie in 10-12 different languages, provides a great opportunity for advertisers to reach the masses.

• Films are a great entertainment platform for most Indians.

• E very customer who walks in to UltraTech Building Solutions outlet receives guidance on how to choose and buy quality construction materials.

• The campaign - Jaan Wahi, Pehchaan Nayi.• B2B- Bigger the order bigger the gifts! Scratch card Foreign trips

• Movie in 10-12 different languages, provides a great opportunity for advertisers to reach the masses.

• Films are a great entertainment platform for most Indians.

• E very customer who walks in to UltraTech Building Solutions outlet receives guidance on how to choose and buy quality construction materials.

• The campaign - Jaan Wahi, Pehchaan Nayi.• B2B- Bigger the order bigger the gifts! Scratch card Foreign trips

• Along with the purchase department, Task department, management director a demo is given to customers

EX: Concrete road(Bangalore development authority+ Chief minister)

Group meeting + Lunch= Demo on Ultratech+ low cost buying.

• Recognize and honor the customer.

• Along with the purchase department, Task department, management director a demo is given to customers

EX: Concrete road(Bangalore development authority+ Chief minister)

Group meeting + Lunch= Demo on Ultratech+ low cost buying.

• Recognize and honor the customer.

RURAL MARKETING

Rural marketing van Give aways

Educates villagers on effective usage of cement + how it safeguards the house

Providing technical assistance to masons and contractors, teaching them more cost-efficient construction methods.