Ultratech Cement, Competitor analysis, CSR Activity, 4 P's marketing Mix, Promotion, Swot Analysis, case study on Ultratech - colours of grey

1. Ultratech Cement
Group 8
Kunal Mittal, Yash Shrivastava, Ashish Jangid, Akshit Khandelwal,
Abhishak Sharma, Nikhil Aggarwal

2. Introduction to Ultratech
UltraTech Cement Ltd. is the largest manufacturer of grey cement, Ready Mix Concrete (RMC) and
white cement in India. It is also one of the leading cement producers globally. UltraTech as a brand
embodies 'strength', 'reliability' and 'innovation'. Together, these attributes inspire engineers to
stretch the limits of their imagination to create homes, buildings and structures that define the
new India. Proudly Use- “Engineer’s Choice”
• Ultratech cement Ltd. is an Indian Cement company based in Mumbai
• Founded in 1983
• Headquarters Mumbai Maharashtra India
• Director: KK Maheshwari
• Parent: Aditya Birla Group
• operations span across India, UAE, Bahrain, Bangladesh and Sri Lanka
• In India they have- 11 integrated plants, 1 white cement plant, 15 grinding units, 4 terminals

3. Competitive Analysis
Brands Market share Revenues Employees Prices
Ultratech 19% $3.7 Billion 14,436 320-360 Rs
Ambuja Cement 9% $1.7 Billion 6,198 220-280 Rs
ACC 12% $2.4 Billion 10,000 240- 300 Rs
JK Lakshmi
Cement
3% $546.1 Million 1,288 215-240 Rs
India cements
Ltd.
10% $2 Billion 7,500 150-180 Rs
www.ibef.org

4. Strengths
1. Company has 16 grinding units with 12 being in India
2. Annual production capacity of 23.10 million tones.
3. Use of high-end equipment such as the Gamma Metrics
Machine and the X-ray Analyzer
4. Use the local transporters which provide the efficient
transportation cost.
5. 5500 dealers and 30000 retailers
6. Imported machines & 101 Concrete Plants
Weakness
1. Not available in all places
2. Losses of raw material
3. High power, Fuel cost
4. High Inventory Handling Cost
5. Delay In supply
Opportunities
1. It can penetrate into a new market
2. Can increase its production capacity
3. FDI in infrastructure is going to increase, so is the demand.
4. Binani cement Acquisition can make Ultra a market leader
in north india
5. Market share can increase from 19% to 22 %
6. This limestone reserve can also be routed to feed
UltraTech’s current plants in Rajasthan.
Threats
1. Industry is highly Regionalised
2. Industry is highly fragmented
3. Threat of a new entrant
4. Ambuja- ACC Merger
5. Govt intervention to adjust cement Prices
SWOT

5. Product Mix
Ordinary
Portland
Cement
Portland
pozzolana
cement
Portland blast
furnace slag
Cement
Grey Cement White Cement
Ready Mix
Concrete
These are sold under the following brands:
• Birla White
• UltraTech Building Solution
• UltraTech Xtralite
• UltraTech Cement
• UltraTech Ready Mix Concrete

6. Prices varies according to regions
ACC OPC-53 Mumbai 200 bags 225.00
ACC PPC Mumbai 200 bags 220.00
ACC OPC-53 BULK Mumbai 1000 bags 240.00
Ambuja PPC Mumbai 200 bags 220.00
Ambuja OPC-53 BULK Mumbai 1000 bags 240.00
Ambuja OPC-53 Mumbai 200 bags 225.00
JK Lakshmi OPC-53 Mumbai 200 bags 220.00
JK Lakshmi PPC Mumbai 200 bags 215.00
Jk White Cement OPC-53 Mumbai 100 bags 1100.00
• Where as Ultra tech normally ranges 320-360Rs Per bag (50 KG)
• Discounts On Bulk Orders
• Transportation cost is an add on to the cost of cement
• Credit Facilities are their for the customer
• Prices as per different regions and grades( 53 & 43)
• Forces of Demand & Supply
• Heavy credits on direct Purchase from Manufacturer

7. Place
• It has been able to get to countries such as UAE, Bangladesh, Bahrain
and Sri Lanka among others.
• UltraTech's distribution network is very widely spread out in the
country with over 5,500 dealers and 30,000 retailers.
• Focus more on rural areas as an emerging sector and can give a new
market to penetrate
• It has a three level Distribution Channel
• Transportation is the essence of Distribution for Ultratech
• Ultratech Franchise Stores
Manufacturer
Agent
Distribution
retailer
End user

8. Segmenting & Targeting
Segmentation
Tier I, Tier II,
Tier III Cities
Customer
Builder
Public Sector/
Private Sector
Customer
Builder
Going for both
B2B and B2C
Market
approach

9. “The Engineer’s choice” Brand Positioning
Building a strong association with customers feelings, aspirations, wishes and dreams. A Brand “trust, reliable.
Quality Approval by architects, Builders & Engineers
# Nirman Khoobsurati ka

10. Cement, a grey substance, is used by masons to lay
strong foundations for our dreams, who, unlike us, do not
have the privilege to celebrate any festival with the same
fervour. Their world is encumbered with dust, mud, and
cement - a grey world.
This Holi, UltraTech Cement, India's largest cement brand
wanted a 360 degree integrated campaign and a launch
campaign that people would remember. Through this
campaign, UltraTech Cement leveraged the sentiment of
the festival through the eyes of a mason.
The campaign endorsed a mason as the prime element in
the film to embrace the message of happiness,
celebration, and getting together to add colour to the lives
of anyone who make our dreams beautiful.

11. # colours of grey

13. Comparison
• Ultratech
• OPC 53
• Superior Durability better than
OPC 43
• High Refractive Index
• High Opacity
• Higher strength- Less Cement
• Equally Permeable
• ACC
• Denser, Less permeable, Concrete
• Gives Higher Strength
• Reduction in Free Lime Leaching
• Better Resistance to chlorides,
sulphates and CO2
• Less Deflection of micro cracks
and reduces cost of maintenance

14. • Rural areas can prove itself a blue ocean for ultratech
• It can penetrate itself in a new market
• Can even go for repositioning