Rural Marketing

1. Omkar Ranade
Abhishek Dhole

2. Who we are?
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Flagship company of Aditya Birla Group
Among the top 2 players in India
India’s Largest selling Cement Brand
World’s 8th Largest producer
Capacity: 52 million Tons per annum
Establishments in India, Sri Lanka, UAE, Bahrain
In India, 11 integrated plants, 1 white cement
plant, 15 grinding units, 4 terminals

3. Milestones

5. Marketing Mix
Price
Place
Product
Promotion

6. Price
• 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 25 kg of cement the
price of cement is around Rs. 320 which cost to
Rs. 12 - 13 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

7. Product
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Ordinary Portland cement
Portland blast furnace slag cement
Portland Pozzolana cement
Cement to European and Sri Lankan norms

8. Place
• Focus more on rural areas as an emerging
sector
• No need to have a vast distribution network to
increase outreach
• 23 cement plants located all over India (4 New
under construction)

9. India Locations

10. Promotion
• Cashing in on the brand name of L&T Cement
• Establishing Franchisee network
• Through IPL team sponsorship of Rajasthan
Royals
• Banners and hoardings on public transport
vehicles and bus stops.

11. L & T Cement is now
UltraTech Cement

12. Franchisee Network

13. IPL Team Sponsorship

14. Banners and Hoardings

16. Corporate Social Responsibility

17. Education
Healthcare &
Family Welfare
CSR
Sustainable
Livelihood
Infrastructure,
Watershed
Management &
Environment

18. Healthcare & Family Welfare
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General Health Check-up Camps
Eye Camps
Facilities for Polio Dose
Expectant mothers and Child Health Care
Programs
• Safe drinking water and sanitation facilities
provision

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Education
Girl Child Education
Distribution of Uniforms, bags, books
Computer Education Program
Talent Hunt Programs
Career Counselling

20. Infrastructure & Environment
• Construction and repairing of Ponds and check
dams
• Approach Roads
• Repairing of School Buildings
• Tree Plantation Program

21. Sustainable Livelihood
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Skill Development Centres
Promote Organic Farming
Provision of Bio Gas Units
Immunisation and Veterinary Camps
Self Help Group

22. Thank You