MAJOR PROJECT REPORT

ON
“DIGITAL MARKETING STRATEGIES OF ULTRATECH
CEMENT LTD.”
Project report submitted in partial fulfilment of the requirement of the
degree of
Bachelor of Business Administration (BBA)

Under the guidance of

DR. AMANPREET KAUR

Submitted By:

LAKSHAY SONI
Enrollment Number – 03690201721

SRI GURU TEGH BAHADUR INSTITUTE OF

MANAGEMENT & INFORMATION TECHNOLOGY
(AFFILIATED TO GGSIPU UNIVERSITY DELHI)

(2021-2024)

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 DECLARATION

I, hereby declare that the project work entitled ― “MARKETING MIX OF

ULTRATECH CEMENT LTD. Submitted to GURU GOBIND SINGH
INDRAPRASTHA UNIVERSITY is a record of an original work done by me
under the guidance of Dr. AMANPREET KAUR , faculty member at Sri
Guru Tegh Bahadur Institute of Management and Information Technology.

……….…………………………..
(Signature of the Scholar)
Place: Delhi
Date-

Name of scholar:
LAKSHAY SONI
Enrolment number:
03690201721

CERTIFICATE

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This is to certify that LAKSHAY SONI , student of SRI GURU TEGH

BAHADUR INSTITUTE OF MANAGEMENT & INFORMATION

TECHNOLOGY of course BBA(GENERAL) has completed project work title

“MARKETING MIX OF ULTRATECH CEMENT LTD” under and my guidance

supervision. This work is genuine.

………………………………
(Signature of project in charge)
MS. INDERPREET KAUR

……………………………….

(Signature of guide)
DR. AMANPREET KAUR
.................................

(Signature of the Scholar)

LAKSHAY SONI

Enroll. number: 03690201721

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 ACKNOWLEDGEMENT

I would like to take the opportunity to thank and express my deep sense of
gratitude to my mentor Ms. LAKSHAY SONI. I am greatly indebted to her for
providing their valuable guidance at all stages of the study, advice, constructive
suggestions, positive and supportive attitude and continuous encouragement,
without which it would have not been possible to complete the project.

………….……………………….

(Signature of the Scholar)

LAKSHAY SONI

Enrolment number:03690201721

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 INDEX

CHAPTE TOPIC PAGE NO.

R

1. INDUSTRY PROFILE 6-16

2. COMPANY PROFILE 17-45

3. ABOUT THE TOPIC 46-47

4. RESEARCH METHODOLOGY 48-50

5. DATA ANALYSIS & INTERPRETATION 51-52

6. FINDINGS & CONCLUSIONS 53

7. RECOMMENDATIONS 54

BIBLIOGRAPHY

ANNEXTURE

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 CHAPTER 1

INDUSTRY PROFILE

• The cement industry in India is dominated by nearly 20 companies, which

account for almost 70% of the total cement production in India. The cement
production in India is projected to reach 381 MT by FY22. The country has
top quality lime deposits across, which would benefit the growth.
• Cement Company, in any country, plays a major role in the growth of the
nation. The cement Industry in India was under complete control and
supervision of the government. However, it got relief to a large extent after
the economic reform, but with the government interference, especially in the
pricing, it still exists in India.
• Despite being the second-largest cement producer in the India falls in the list
of lowest per capita consumption of cement with 125 kg. These are the poor
rural people who mostly live in mud huts and cannot afford the commodity.
Despite the fact, the demand and supply of cement in India has accelerated.
In a fast-developing economy like India, there is always a huge possibility of
expanding the cement industry.
• Technology upgradation-The cement industry in India is going through a
technological change as many up gradations and Assimilation is taking
place. Almost 93% of the total capacity is based entirely on the modern dry
process, which is considered more environment-friendly. Only the rest, 7%,
uses old wet and semi-dry process technology.
• Cement Cluster in India are-Rajasthan, Tamil Nadu, Andhra Pradesh,
Chhattisgarh, Madhya Pradesh, and Orissa.
• Top cement companies in India are- ULTRATECH, SHREE CEMENT, JK
CEMENT, INDIA CEMENT, ORIENT CEMENT etc.

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GOVERMENT INITIATIVE:
In order to help private sector companies, thrive in the industry, the Government
has been approving their investment schemes. Some of the initiatives taken by the
Government off late are as below:

• In July 2021, the government established a council of 25 members

(comprising UltraTech Cement MD Mr. K C Jhanwar, Dalmia Bharat Group
CMD Mr. Puneet Dalmia) for the cement industry to reduce waste, achieve
maximum production, enhance quality, reduce costs and encourage
standardization of products.

• Under the housing for all segment, 8 million households will be identified
according to the Budget 2022-23 with Rs. 48,000 crore (US$ 6.44 billion)
set aside for PM Awas Yojana.

• As per the Union Budget 2022-23, the government approved an outlay of Rs.
1,99,107 crore (US$ 26.74 billion) for the Ministry of Road Transport and
Highways, and this step is likely to boost the demand for cement.

• As per Invest India, National Infrastructure Pipeline (NIP) expanded to 9,305

projects from 7,400 projects.The Union Budget allocated Rs. 13,750 crore
(US$ 1.88 billion) and Rs. 12,294 crore (US$ 1.68 billion) for Urban
Rejuvenation Mission: AMRUT and Smart Cities Mission and Swachh
Bharat Mission.

• In October 2021, Prime Minister, Mr. Narendra Modi, launched the ‘PM Gati
Shakti - National Master Plan (NMP)’ for multimodal connectivity. Gati
Shakti will bring synergy to create a world-class, seamless multimodal
transport network in India. This will boost the demand for cement in the
future.

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 MARKET SIZE:
• Cement production reached 329 million tonnes (MT) in FY20 and is
projected to reach 381 MT by FY22. However, the consumption stood at 327
MT in FY20 and will reach 379 MT by FY22. The cement demand is
estimated to touch 419.92 MT by FY 2027. As India has a high quantity and
quality of limestone deposits through-out the country, the cement industry
promises huge potential for growth.
• As per ICRA, in FY22, the cement production in India is expected to
increase by ~12% YoY, driven by rural housing demand and government’s
strong focus on infrastructure development.
• As per Crisil Ratings, the Indian cement industry is likely to add ~80 million
tonnes (MT) capacity by FY24, the highest since the last 10 years, driven by
increasing spending on housing and infrastructure activities.
• Higher allocation for infrastructure – US$ 26.74 billion in roads and US$
18.84 billion in railways in union budget of FY23, is likely to boost demand
for cement.
• According to CLSA (institutional brokerage and investment group), the
Indian cement sector is witnessing improved demand. Key players reported
by the company are ACC, Dalmia and Ultratech Cement. In the second
quarter of FY21, Indian cement companies reported a sharp rebound in
earnings and demand for the industry increased, driven by rural recovery.
With the rural markets normalizing, thedemand outlook remained strong. For
FY21, CLSA expects a 14% increase in EBITDA in the cement market for
its coverage stocks.

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The global cement market is projected to grow from $340.61 billion in
2022 to $481.73 billion by 2029, at a CAGR of 5.1% in forecast period,
2022-2029.

The global cement market is expected to grow at a CAGR of 3.3%

in the forecast period of 2022-2027.

INVESTMENT BY CEMENT INDUSTRY

As per DGCIS, India’s export of portland cement, aluminous cement, slag cement,
supersulphate cement and similar hydraulic cements stood at US$ 118.15 million
in FY21. FDI inflows in the industry, related to the manufacturing of cement and
gypsum products, reached US$ 5.24 billion between April 2000-September 2021.
In 2021, working remotely is being adopted at a fast pace and demand for
affordable houses with ticket size below Rs. 40-50 lakh (US$ 53,694-67,118) is
expected to rise in Tier 2 and 3 cities, leading to an increase in demand of cement.
Private equity investments in real estate surged 24% YoY to US$ 477 million
between July 2021 to September 2021.

Some of the major investments and development in Indian cement industry are as
follows:
• In November 2021, UltraTech Cement announced its commitment to the
Global Cement and Concrete Association (GCCA) 2050 Cement and
Concrete Industry Roadmap to produce carbon-neutral concrete by 2050.

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• In February 2022, ACC Limited, announced the successful commissioning
of a 1.6 MTPA Grinding Unit (GU) at Tikaria in Uttar Pradesh.
• In November 2021, Dalmia Cement announced plans to produce 100% low
carbon cement by 2031. The company has a US$ 405-million carbon
capture and utilization (CCU) investment plan to help it realise its goal.
• Dalmia Cement plans to spend US$ 1.35 billion to increase its installed
cement capacity by 52% to 50MT/yr. from 33MT/yr. before the FY2024.
• In November 2021, Dalmia Cement announced plans to invest US$ 70.1
million for setting up its upcoming 2MT/yr. cement plant in Bokaro,
Jharkhand.
• In October 2021, JK Cement Ltd. signed a long-term strategic
Memorandum of Understanding (MoU) with Punjab Renewable Energy
Systems Private Limited (PRESPL). The MoU is part of JK Cement’s
attempts to decarbonize its operations and significantly scale-up the use
of biomass-based and alternate fuels as replacements to fossil fuels, like
coal, in its manufacturing operations.
• In October 2021, JSW Group collaborated with Salesforce to support an
ambitious digital strategy. Using Salesforce’s Sales Cloud and Service
Cloud, JSW Group will offer a single group interface, enhancing
distribution, customer experience and supply chain for the large project
division across its steel and cement businesses.
• In October 2021, Hyderabad-based Penna Cement Industries, received
approval from the capital markets regulator Securities and Exchange Board
of India (SEBI), to go ahead with its Rs. 1,550 crore (US$ 206.75 million)
initial public offering (IPO).
• In September 2021, Ambuja Cement launched ‘Concrete Futures
Laboratory’, a one-stop solution that will enable budding professionals to
test, learn and experience various aspects of cement and concrete.

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 • In September 2021, the Odisha government approved Ramco Cements
expansion plan with an additional grinding capacity of 0.9 MTPA capacity
at Haridaspur in Jajpur with an investment value of Rs.190 crore (US$
25.5).

CEMENT CLUSTERS IN INDIA

Cement is primarily used as stucco for buildings in wet climates, as mortar

for applications adjoining to seawater and developing for powerful concrete.
Cement collects all the material and is characterised as either non-hydraulic
or hydraulic. Hydraulic cements are made of silicates and oxides that can set
and harden in case they are exposed to water India is the second-largest
cement producer in the world after China, with a total capacity of 340
million metric tons (latest 2020 record). With the government of
Indiaoffering a boost to various infrastructure projects, housing facilities
and road networks, the cement industry in India is currently growing at an
enviable pace. More growth in the Indian cement industry is expected in the
coming years, which is quite evident as India had a capacity of 210 million
metric tons in 2015 in regards to five years down the line.

The cement industry in India is dominated by nearly 20 companies, which

account for almost 70% of the total cement production in India. The cement
production in India is projected to reach 381 MT by FY22. The country has
top quality lime deposits across, which would benefit the growth.

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Cement clusters in India are:

1) Rajasthan
2) Tamil Nadu
3) Andhra Pradesh
4) Chhattisgarh
5) Madhya Pradesh
6) Orissa

Mergers and Acquisitions in Cement Industry in India

➢ UltraTech Cement purchased 3B Binani Glass Fibre Sarl Luxembourg, a
subsidiary of Binani Industries in March 2021

➢ World's leading foreign funds like HSBC, ABN Amro, Fidelity, Emerging
Market Fund and Asset

➢ Management Fund have together acquired 7.5% of India Cements (ICL) for
US$ 124.91 million

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➢ IBM partnered with Shree Cement in February 2021 to operate their database
and critical business applications using AIX and Red Hat on IBM POWER9-
based IBM Power Systems.

➢ ACC released the expansion plan of its grinding unit in Tikaria with a 1.6
MTPA cement capacity in April 2021

➢ Cimpor, a Cement company of Portugal, has bought a 53.63% stake that

Grasim Industries had in Shree Digvijay Cement.

➢ French cement company Vicat SA bought a 6.67% share of Sagar Cement for
US$ 14.35 million.
➢ Holcim now holds a 56% stake in Ambuja Cement. Previously, it had 22% of
the stake. The company
➢ utilized various open market transactions to increase its stakes. It invested
US$ 1.8 billion for that.
➢ Dalmia Cement issued a capacity addition of 2.3 MTPA at its Bengal Cement
Works (BCW) unit in West Midnapore with Rs 360 crores (US$ 49.47
million) investment in December,2020.

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 CHAPTER 2

COMPANY PROFILE

(ULTRATECH CEMENT LTD)

UltraTech Cement Limited is the cement flagship company of the Aditya Birla
Group. A $ 5.9 billion building solutions powerhouse, UltraTech is the largest
manufacturer of grey cement and ready-mix concrete (RMC) and one of the largest
manufacturers of white cement in India. It is the third largest cement producer in
the world, excluding China. UltraTech is the only cement company globally
(outside of China) to have 100+ MTPA of cement manufacturing capacity in a
single country.
The company’s business operations span UAE, Bahrain, Sri Lanka and
India.UltraTech has a consolidated capacity of 119.95 million tonnes perannum
(MTPA) of grey cement. UltraTech has 22 integrated manufacturing units,
27 grinding units, one Clinkerisation unit and 8 Bulk Packaging Terminals.
UltraTech has a network of over one lakh channel partners across the country and
has a market reach of more than 80% across India. In the white cement segment,
UltraTech goes to market under the brand name of Birla White. It has one White
Cement unit and two Wall Care putty unit, with a current capacity of 1.5 MTPA.
With 150 Ready Mix Concrete (RMC) plants in 50 cities, UltraTech is the largest
manufacturer of concrete in India. It also has a slew of specialty concretes that
meet specific needs of discerning customers. Our Building Products business is an
innovation hub that offers an array of scientifically engineered products to cater to
new-age constructions. The Company’s social initiatives focus on education,
healthcare, sustainable livelihoods, community infrastructure and social causes.
UltraTech reaches out to more than 2.1 million beneficiaries in over 500 villages in
16 states across india.
HISTORY OF ULTRATECH LTD.

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• The first cement unit was set up at Porbandar in 1914 with a capacity of
1,000 tonnes per annum.

• The Aditya Birla Group is the 10th largest cement producer in the world
& the 4th largest in Asia.

• UltraTech Cement Limited It is India's 2nd biggest cement company and

India's largest exporter of cement clinker based in Mumbai, India.

• K.C.Jhanwaris the present director of ultratech cement.

• It was incorporated on 24 August 2000 as L&T cement Limited.

• Cement business of Lerson&Tourbo Limited demerged & invested in

company in 2004.

• Grasim acquired management control in July 2004.The name changed to

Ultratech cement limited with effect from 14 October 2004.
• UltraTech Cement Limited has 12 integrated plants, 1 white cement plant,
1 clinkerization plant in UAE,15 grinding units( 11 in India, 2 in UAE, 1
each in Bahrain and Bangladesh)and 6 bulk terminals (5 in India and 1 in
Sri Lanka).
• There is a grinding unit present in our state and is present in Jharsuguda
since 1993.
• UltraTech Cement Limited has an annual capacity of 119.95 MILLION
TONNES per annum of grey cement.
• UltraTech's subsidiaries are Dakshin Cements Limited, Harish Cements
Limited, UltraTech Ceylinco (P) Limited and UltraTech Cement Middle
East Investments Limited.
• In February 2016, Bombay High Court rejected UltraTech's plan to
acquire two cement plants from Jaiprakash Associates. In 2015 the court
passed the Mines and Mineral Development and Regulation Act after

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 which the company began to make plans to acquire several cement
plantsas a whole by acquiring Jaiprakash Associates.

OPERATIONS:

• UltraTech Cement has 23 integrated plants, 1 clinkerisation plant, 26

grinding units and 7 bulk terminals. Its operations span across India,
UAE, Bahrain and Sri Lanka.

• In the white cement segment, UltraTech goes to market under the brand
name of Birla White. It has a white cement plant with a capacity of 0.68
MTPA and 2 WallCare putty plants with a combined capacity of 0.85
MTPA.

• With 100+ Ready Mix Concrete (RMC) plants in 39 cities, UltraTech is

the largest manufacturer of concrete in India.

Mergers and acquisitions:

1) 2013 - Acquired Jaypee Group's Gujarat cement unit for ₹3,800 cr.

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DETAILS-

UltraTech Limited has agreed to acquire Jaypee Group’s 22.4 million tonnes
of cement capacity assets for Rs.16,500 crore, making it the largest deal in
the Indian cement sector.Kumar Mangalam Birla’s cement flagship firm
entered into a binding agreement with Jaiprakash Associates Ltd., for the
acquisition of its identified cement plants having a total cement capacity of
22.4 mtpa and situated in Madhya Pradesh, Uttar Pradesh, Himachal
Pradesh, Uttarakhand, Andhra Pradesh and Karnataka. As per the agreement
these plants have been valued at Rs.16, 500 crore, according to a BSE filing.
A number of foreign and Indian companies were in the race to acquire these
plants.The deal will also include a four mpta plant under implementation at a
cost of Rs.470 crore, according to the filing. The acquired assets will give
UltraTech access to the newer markets in Satna, UP East, Himachal Pradesh
and Coastal Andhra.

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 2) Acquired Jaiprakash Associates's six integrated cement plants for ₹16,189
cr.

DETAILS- This is the second time that UltraTech has acquired a cement
unit of Jaiprakash Associates. In 2013, the company had agreed to buy
Jaiprakash’s Gujarat plant for Rs 3,800 crore.
UltraTech will acquire two cement plants with clinker capacities at Bela and Sidhi
in Madhya Pradesh and also the captive power plants for `5,400 crore. “Surplus
clinker capacities will enable UltraTech to augment its annual cement capacity by a
further 1.8-2.5 mtpa,” UltraTech managing director OP Puranmalka said. This
would be in addition to 4.9 mtpa that will accrue to UltraTech from the existing
cement capacities.
The integrated cement plant at Bela has a clinker capacity of 2.1 mtpa and cement
grinding capacity of 2.6 mtpa while the one at Sidhi has an integrated cement plant
with clinker capacity of 3.1 mtpa and cement grinding capacity of 2.3 mtpa.

3) 2018 - Entered into a scheme of arrangement with Century Textile and Industries
to demerge Century's cement business into ultratech.

4) Nov 2018 - Acquired Binani Cement for ₹7,266 cr.

DETAILS:

The Competition Commission has cleared UltraTech Cement's bid to acquire

Binani Cement, pursuant to the insolvency proceedings.UltraTech Cement last
week said it will buy loan defaulter Binani Cement's stressed assets by providing
Rs 7,266 crore to its parent company, Binani Industries.In a stock exchange filing,
the Aditya Birla Group firm said: "The company has received approval from the
Competition
Commission of India (CCI) with respect to its bid for Binani Cement Ltd
(BCL)."UltraTech's offer came days after rival Dalmia Cement said its Rs 6,350
crore bid to buy BCL has been accepted by the lenders.
Revenue for UltraTech Cement (ULTRACEMCO.)
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Revenue in 2022 :$7.03B
According to UltraTech Cement 's latest financial reports the
company'scurrent revenue (TTM) is $7.03 B. In 2021 the company made a
revenue of $6.85 B an increase over the years 2020 revenue that were of
$5.42 B.The revenue is the total amount of income that a company generates
by the sale ofgoods or services. Unlike with the earnings no expenses are
subtracted.

Revenue history for UltraTech Cement from 2014 to 2022

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According to UltraTech Cement 's latest financial reports the
company's current earnings (TTM) are $1.24 B. In 2021 the
company made an earning of $1.36 B an increase over its 2020
earnings that were of $1.07 B.The earnings displayed on this
page is the company's Pretax Income.

ULTRATECH CEMENT PLANTS ARE LOCATED AT:

1. Awarpur cement works-Awarpur, Maharashtra

2. Hirmi cement works. - Hirmi, Madhya Pradesh

3. Gujarat cement works. - Kovaya, Gujarat

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4. Andhra Pradesh cements works- Tadpatri, Andhra Pradesh

ULTRATECH CEMENT GRINDING UNITS ARE LOCATED

AT:

1. Jarsuguda - Orissa

2. Arakkonam - Tamilnadu

3. Durgapur - West Bengal

ULTRATECH CEMENT TERMINALS ARE LOCATED

AT:

1. Navi Mumbai - Mumbai

2. Mangalore Terminal – Karnataka

3. UltraTech-Ceylinco - Srilanka

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PLANT AND MACHINERY:

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UltraTech Concrete is manufactured at state-of-the-art computerized automatic
batching & mixing plants with contemporary technology. Some of the special
features of our plants are:

1. Entire process is fully computerized, leaving no scope for human errors. All
the control systems are Windows based.

2. Cement and other raw material are checked as per our quality plan.

3. All the raw materials are stacked in separate bins and are stored under cover so
that aggregates are not exposed to direct sunlight and environment pollution.

4. Cement, Fly ash, Shag etc. are stored in separate silos for better control on
recipe.

5. Handling of fly ash and slag are done from closed bunkers to silos directly.

6. Separate weigh batchers are provided for each ingredient like cement, water,
admixtures and aggregates. The weighing is done on sophisticated electronic
weigh batchers. Precise weighing of all materials is done through electronic
bad cells made up of special alloys.

7. Homogeneous mixing of concrete is ensured by use of special high-efficiency

mixers like pan-type or turbo-twin shaft mixers.

8. A fully equipped onsite plant laboratory is available at each plant.

9. A Sprinkler system is installed to ensure temperature control of aggregates in

hot weather.
10. In line with Group's focus towards environment and eco-friendliness all silos
are installed with bag filters and level indicators to avoid any kind of pollution.

11. A company with durable competitive advantage doesn’t need to constantly

upgrade its equipment to stay competitive. The company replaces when it
wears out. On the other hand, a company without any advantage must replace
to keep pace.

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12. Difference between company with a moat and one without is that company
with the competitive advantage finances new equipment through internal cash
flows, whereas the no advantage company requires debt to finance.

COMPANY STARTEGY

Taking these practices forward, UltraTech chairman Mr. Kumar Mangalam Birk
institutionalized the concept of triple bottom line accountability represented by
economic success, environmental responsibility and social commitment. In a
holistic way thus, the interests of all the stakeholders have been textured into
company's group's fabric.

The footprint of their social work today spans 2,500 villages in India, reaching
out to seven million people annually. Their community work is a way of telling
the people among whom they operate that they care.

Projects are planned aller a participatory need assessment of the communities

around the plants. Each project has a one-year and a three-year rolling plan, with
milestones and measurable targets. The objective is to phase out their presence over
a period of time and hand over the reins of further development to the people. This
also enables them to widen their reach Asking with internal performance
assessment mechanisms, their projects are audited by reputed external agencies,
whomeasure it on qualitative and quantitative parameters, helping them gauge the
effectiveness and providing excellent inputs.

Their partners in development are government bodies, district authorities, village

panchayats and the end beneficiaries the villagers. The Government has, in their 5-
year plans, special funds earmarked for human development and they recourse to
many of these. At the same time, they network and collaborate with like-minded
bilateral and unilateral agencies to share ideas, draw from each other's experiences,
and ensure that efforts are not duplicated. Some of the agencies they have

2
collaborated with are UNFPA, SIFSA, CARE India, Habitat for Humanity
International, UNICEF and the World Bank.

MILESTONES:

1983-Awarpur Cement Works Plant I 1987 Awarpur Cement Works Plant II 1993 -
Jharsuguda grinding unit 1994 -Hirmi Cement Works 1996 Gujarat Cement Works
Plant I 1998 -Andhra Pardesh Cement Works - Gujarat Cement Works Plant II
1999 - Narmada Cement Company Limited acquired -Ratnagiri Cement Works
2000 Bulkcement terminals at Mangalore, Navi Mumbai and Colombo.

2001 -Grasim acquires 10 per cent stake in L&T. Subsequently increases stake to
15.3 per cent by October 2002-Durgapur grinding unit.

2002 -Grasim increases its stake in L&T to 14.15 per cent -Arakkonam grinding
unit - The Grasim Board approves an open offer for purchase of up to 20 per
cent of the equity shares of Larsen & Toubro Ltd (L&T), in accordance with
theprovisions and guidelines issued by the Securities & Exchange Board of
India (SEBI) Regulations, 1997.

2003- The board of Larsen & Toubro Ltd (L&T) decides to demerge is cement
business into a separate cement company (CemCo). Grasim decides to acquire an
8.5 per cent equity stake from L&T and then make an open offer for 30 per cent of
the equity of CemCo, to acquire management of the company control.

2004- Completion of the implementation process to demerge the cement

business of L&T and completion of open offer by Grasim, with the latter acquiring
controlling stake in the newly formed company UltraTech 2006 Narmada Cement
Company Limited amalgamated with UltraTech pursuant to a Scheme of
ambiguation being approved by the Board for Industrial & Financial
Reconstruction (BIFR) in terms of the provision of Sick Industrial Companies Act

2
(Special Provisions) Formerly known as Ultratech Cemco. Limited. The Group's
principal activities are to manufacture and market clinker and cement in India.

Mission Statement:
"To deliver superior value to our customers, shareholders, employees and society
at large"

VISION STATEMENT:
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.

VALUES:
• Integrity
• Commitment
• Seamlessness
• Passion
• Speed

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MANAGEMENT TEAMS
BOARD OF DIRECTORS:

• Mr. Kumar Mangalam Birla, Chairperson

• Mrs. Rajashree Birla
• Mr. R.C.Bhargava
• Mr. G.M.Dave
• Mr. N.J. Jhaveri
• Mr. S.B. Mathur
• Mr. V.T.Moorthy
• Mr. S.Rajgopal
• Mr. D.D. Rathi
• Mr. O.P. Puranmalka, (Wholetime Director)

PRODUCT PROFILE
• Ultratech is providing different kinds of product related to constructions and
variety of products are available in the market.
• They are giving the superior quality of goods which makes the construction
more powerful and quality assurance is given by ultratech cement ltd.
• Cement Products have different features as per the different requirements of
the customers or consumers.
• There is different packaging pattern of cement so that the cement does not
losses its substance and hardness remain in the cement.
• Cement comes in the size of 10kg. 25kg. 50kg and 100kg bags.
• Many a time company is providing the facility of transportation for the
customers if the order is in bulk.

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 Product range

Tile Adhesive

UltraTech TILEFIXO is a polymer modified cement based high

performance, high strength, high quality tile adhesive developed to fix
tiles, Natural Stones over walls and floors. Suitable for both internal
and external, thin bed applications. There are four variant of
TILEFIXO for different application.

Repair Products

Polymer enriched high strength Repair Mortar and Micro Concrete for repair
application on de stressed Columns, Beams and highly porous roof requiring
repair and strengthening of structure.

Flooring Screeds

Multipurpose Floor Screeds for varieties of application as underlayment for floor

tiles application for indoor and outdoor locations. Strongly recommended over
waterproof agents applied as single and two components over concrete roof for
higher thickness requiring slopes for draining out rain water eliminating the usage
of brick bat coba application.

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Waterproofing Products

Wide range of Polymer / Co polymer modified/ Acrylic / SBR latex combination as

single or two component underlayment waterproofing agents for application
requiring in Flat Roof concrete, Kitchen Balconies, Chajjas , Slope roofs and wet
areas like Bath-rooms, Canal linings, Swimming pools, Water tanks etc.

Industrial/Precision Grout

Non Shrink non expandable high performance industrial grouts for wide
varieties of application in Machine foundation, joining of Precast elements,
High performance safety vaults etc.

Plasters

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Polymer modified surface finishing plasters for thin and thick coat application for
internal and external walls.

Masonry Products
Thin bed jointing material for AAC block, Fly Ash Bricks and Concrete Blocks.

Autoclaved Aerated Concrete Block

Light weight block for masonry construction.

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Services:
UTEC- A complete home building solution app launch by ultratech
to provide convinence to the coustomer .By differ services which are
available in their app.

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 SWOT ANALYSIS

Strengths:

UltraTech Cement Limited (UltraTech) is India-based one of the largest cement

manufacturing company. The company along with its subsidiaries is engaged in
the business of manufacturing, marketing distribution and sales of the cement
and cement related products. UltraTech other cement related products are ready
mix concrete and cement clinker. The product portfolio of the company
comprises Portland cement, Portland blast furnace cement and Portland
Pozzolana cement. The company also exports cement and clinker to countries
around the Indian Ocean, Africa, Europe, and the Middle East. The company
has an annual cement production capacity of 18.2 million tones. It is a
subsidiary of Grasim Industries Ltd. The company operates two subsidiary
companies namely, Dakshin Cement Limited and UltraTech revenues of
(Rupee) INR 66,643.30 million during the fiscal year ended March 2009, an
increase Ceylinco (P) Limited. The company is headquarter at Mumbai in India.
The company reported revenues of (Rupee) INR 66,643.30 million during the
fiscal year ended March 2009, an increase of 16.43% over 2008. The operating
profit of the company was INR 13,678.20 million during the fiscal year 2009, a
decrease of 9.73% from 2008. The net profit of the company was INR 9,780.60
million during the fiscal year 2009, a decrease of 3.17% from 2008.

Strengths of UltraTech are as follows-:

➢ Better quality
➢ Long relationship with customer.
➢ Maintains a world class infrastructure.
➢ Market share.
➢ Large distribution network.
➢ Proper research and development.
➢ Strong financial backing

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Weakness:

Everyone looks up to a visionary leader to understand the possibilities

tomorrow holds. And you have a greater responsibility to bear when you
are India's largest cement company.

In the present-day context, UltraTech is playing an important role in the

infrastructural development of the country. No wonder, UltraTech's every
creation is a window to tomorrow. And an effective communication was
needed to reflect the same. It was quite a daunting task for Interface
Communications, the advertising agency for UltraTech, to get the right mix of
emotions and technological superiority that appeal to everyone right across
IHBS to architects and large commercial establishments.

Weaknesses of UltraTech are as follows

➢ Delay in supply.
➢ It is not dealing in US market , it is one of the biggest cement market.
➢ Insufficient manpower

Opportunity:

When you view India through a prism, its muti-faceted refractions are
awesome, unique and partly distressing A multiethnic, multi-religious,
multilingual, multi-cultural diverse democracy, rich in its distinctive heritage
India is, indeed, captivating. Our democracy resonates throughout the world.
Moreover, the way in which India has transformed itself from a colonial
agri- based backwater economy into an independent, modern, knowledge-
driven one is the stuff of case studies at the best-in-class business schools
theworld over. While the youth leader must appreciate these facets, he or she
must have a thorough understanding of the different strands that go into the
weave of India. The partition in the aftermath of our freedom struggle has
left a scar, as has the divide in the name of God. India is a country of

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 extreme paradoxes. We are reckoned as a nation of tremendous
opportunitiesand, yet, it is a reality that India is a place of perpetual struggle.
We have large tracts of our country that have yet to witness any economic
advancement.

Threats:

Just a few years ago, the Aditya Birla Group bought over the
cementbusiness of L&T for around 2,200 crores. L&T allowed its name to
be usedfor about a year. O.P. Puranmalka, Group Executive President,
Grasim Industries, and Chief Marketing Officer, observes that in a very
short time the company had to establish a new brand name in the minds of
the people and use the L&T mind space. The task was Herculean.
Explaining thestrategy behind the new brand name, Mr. Puranmalka said:
"We wanted to capture the gene code of L&T in the new brand name. So,
we commissioned research on customer perception about the L&T Cement
brand. Of course,we were very sure in our minds that L&T Cement
optimized engineering process, technology quality and modernity,"
In step with its global agenda, the cement business of the Aditya Birla
Group, is orchestrating a contemporary brand makeover. With UltraTech
Cement, the Aditya Birla Group has established itself as not only the most
respected domestic player but also among the global leaders in cement.
UltraTech has strong competitors like ACC, LAFARGE, AMBUJA Etc..
although the Brand Equity of ULTRATECH CEMENT is AT PAR with ACC
and LAFARGE to maintain the same continuous follow-up in all respect is
necessary. The Ultratech cement has to adopt necessary strategies to
compete with strong competitions in order to retain its market position and
the goodwill in the market.

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 FINANCIAL REPORT OF ULTRATECH

BALANCE SHEET

1. Finance Report (Balance Sheet)

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2.Profit&loss statement

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3.Capital structure

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4.Cash Flow Statement

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3
 CHAPTER 3

MARKETING MIX

1. Product:
• UltraTech Cement offers a wide range of cement products tailored to meet diverse
construction requirements. These include Ordinary Portland Cement (OPC),
Portland Pozzolana Cement (PPC), and specialty variants like White Cement and
Oil Well Cement.
• The company focuses on product quality, ensuring that its cement meets rigorous
standards and undergoes strict quality control measures.
• UltraTech Cement's product portfolio also extends beyond cement to include ready-
mix concrete, which provides customers with a convenient and ready-to-use
construction solution.
• The company constantly invests in research and development to innovate and
introduce new products that address emerging market trends and customer
demands.
2. Price:
• UltraTech Cement employs a competitive pricing strategy in the cement market.
Pricing decisions are influenced by factors such as market demand, production
costs, and competitor prices.
• The company leverages its economies of scale, efficient production processes, and
widespread distribution network to achieve cost advantages and offer competitive
prices to customers.
• Pricing may vary depending on factors like product type, packaging size, and
customer segment. For instance, specialized products like White Cement may
command a higher price due to their unique characteristics.
3. Place:
• UltraTech Cement has a well-established distribution network that ensures its
products are available across various regions, both urban and rural.

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 • The company operates through a network of authorized dealers, retailers, and
stockists, strategically located to provide easy access to customers.
• UltraTech Cement's distribution network is extensive, allowing the company to reach
construction projects of various scales, from individual home constructions to large
infrastructure developments.
• The company also maintains warehouses and storage facilities to manage inventory
effectively and ensure product availability.

4. Promotion:
• UltraTech Cement employs a comprehensive mix of promotional strategies to create
brand awareness and drive customer engagement.
• Advertising campaigns play a crucial role in UltraTech Cement's promotional efforts.
The company utilizes television, print media, and digital channels to reach its target
audience effectively. These campaigns highlight the key benefits of UltraTech
Cement, such as durability, reliability, and the ability to withstand various
construction needs.
• UltraTech Cement actively participates in trade fairs, industry events, and
construction exhibitions to showcase its products, engage with customers, and build
relationships with key stakeholders in the construction industry.
• Digital marketing initiatives, including social media marketing, online advertising,
and content marketing, are an integral part of UltraTech Cement's promotional
strategy. These channels help the company reach a broader audience, engage with
customers, and communicate its brand message effectively.

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 CHAPTER 4

RESEARCH METHEDOLOGY

RESEARCH METHODOLOGY:

Research refers to the systematic method of consisting of enunciating the

problem, formulating a hypothesis, collecting the facts or data, analyzing
the facts and reaching certain conclusion towards the certain problem or
certain generalization for some theoretical formulation.

SIGNIFICANCE OF RESEARCH:

"All progress is born of inquiry. Doubt is often better than the over confidence,
for it Lead to inquiry & inquiry to invention." This is a famousHudson in
context of which the significance of research can well be understood.

1) Research includes scientific & inductive thinking & it promotes the

development of the logical basis of thinking organization.

2) The role of research in several fields of applied economics, whether related

to business to the economy as whole, has greatly increased in Modern times.

3) Research provides the basis for nearly all the government policies in our
country.
4) Research has special significance in solving various operations & planning
problems of business & industries.

5) Research is equally importance for social scientists in studying social

relationship & in seeking answers to various social problem.

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Sources of data collection:

Data Resources: The data required for the research can be either primary data

or secondary data or both. Secondary data:

Secondary data are data that were collected for another purpose and already
exists somewhere. Researchers usually start their investigation by examining
secondary data see whether the problem can be partly or wholly solved without
collecting costly primary data secondary data provides a starting point for
research and after offer advantages of low cost and ready availability.

OBJECTIVES OF RESEARCH:

• The main objective of the research is to find out that what the condition of
Ultratech Cement service in the market and
• We can also say that find out the Sales and performance and level.
• To analyze current scenario of the market in consumer durable sector. And
analyze that who is the main competitors of Ultratech Cement and

• TO STUDY the current position of Ultratech Cement sales and performance

in market.
Limitation of research

• Data may be readily available but the credibility of sources is under constant
scrutiny. Research can break down due to a lack of credible and authentic
information.
• Most secondary data sources don't offer the latest statistics, studies or
reports. Accurate data doesn't necessarily mean updated data.
• As a researcher has no control over the primary source or quality of
information, the success of secondary research heavily depends on the
quality of the primary research that was conducted.
• Primary data collection may often be expensive but the credibility, accuracy
and quality of information is seldom questionable.

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• Secondary data can be general and vague and may not really help companies
with decision making
• The information and data may not be accurate. The source of the data must
always be checked
• The data maybe old and out of date
• The sample used to generate the secondary data may be small
• The company publishing the data may not be reputable

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 CHAPTER-5

DATA ANALYSIS & INTERPRETATION

1. Are you satisfied with the product you are using?

SATISFACTION CUSTOMER % OF RESPONDENT

LEVEL
Highly Satisfied 20 20%
Satisfied 53 53%
Moderate 17 17%
Dissatisfied 10 10%

INTERPRETATION: Out of 100 customer surveyed 20 are highly satisfied, 53 are

satisfied, 17 are moderately satisfied & 10 are dissatisfied with the products they are using

from ULTRATECH.

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2. Are you satisfied with the price of your product?

SATISFACTION CUSTOMER % OF RESPONDENT

LEVEL
Highly Satisfied 7 7%
Satisfied 47 47%
Moderate 33 33%
Dissatisfied 13 13%

INTERPRETATION: Out of 100 customer surveyed 7 are highly satisfied, 47 are

satisfied, 33 moderately satisfied & 13 are dissatisfied with the price of the product they are
using.

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 3. Are you satisfied quality of your product?

SATISFACTION CUSTOMER % OF RESPONDENT

LEVEL
Highly Satisfied 20 20%
Satisfied 43 43%
Moderate 17 17%
Dissatisfied 20 20%

INTERPRETATION: About the quality of the ULTRATECH products, 20 customers are

highly satisfied, 43 are satisfied, 17 are moderately satisfied and 20 dissatisfied with the

quality of ULTRATECH CEMENTs products

4. Within how much time your complaint has been resolved?

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SATISFACTION CUSTOMER % OF RESPONDENT

LEVEL
On the same day 17 17%
Within two days 20 20%
Within three days 23 23%
More than three days 40 40%

INTERPRETATION: Out of 100 customers 17 said complaint were resolved in the same
day, 20 said complaint were resolved within two days, 23 said complaint were resolved
within three days and 40 said complaint were resolved more than three days of lodging
complaint.

5. Are you satisfied with the After Sale Service of your product?

SATISFACTION CUSTOMER % OF RESPONDENT

LEVEL

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Highly Satisfied 13 13%
Satisfied 27 27%
Moderate 20 20%

INTERPRETATION: This chart shows satisfaction level of customers with the after sale
service of ULTRATECH. Out of 100 customers 13 are highly satisfied, 27 are satisfied, 20
are moderately satisfied and 40 are dissatisfied.

6. How satisfied are you with the technical skill of our technician?

SATISFACTION CUSTOMER % OF RESPONDENT

LEVEL
Highly Satisfied 34 34%
Satisfied 53 53%

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Moderate 10 10%
Dissatisfied 3 3%

INTERPRETATION: Most of the customers i.e. 87 are satisfied with the technical skill of
ULTRATECH’ s technician and only 3 are dissatisfied.

7. How satisfied are you with the speed in which problems were resolved?

SATISFACTION LEVEL CUSTOMER % OF RESPONDENT

Highly Satisfied 7 7%
Satisfied 33 33%
Moderate 27 27%
Dissatisfied 33 33%

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INTERPRETATION: Speed of resolving customers problems seemed to be a problem are
for ULTRATECH as 33 of customers are dissatisfied and 27 are moderately satisfied while
7 are highly satisfied and 33 are satisfied.

8. Are you satisfied with the time taken by the ULTRATECH to deliver your product
after servicing ?

SATISFACTION CUSTOMER % OF RESPONDENT

LEVEL
Highly Satisfied 40 40%
Satisfied 33 33%
Moderate 20 20%
Dissatisfied 7 7%

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 SATISFACTION LEVEL

7%

20%
40%

33%

HIGHLY SATISFIED SATISFIED MODERATE DISSATISFIED

INTERPRETATION: Out of 30 customer surveyed 40% are highly satisfied, 33% are
satisfied, 20% are moderately satisfied and 7% are dissatisfied with the time taken by
ULTRATECH to deliver their product after servicing.

9.Are your dealer provide post sale service ?

RESPONSE NUMBER OF % OF RESPONDENT

CUSTOMER
YES 73 73%
NO 27 27%

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 POST SALE SERVICE

27%

73%

YES NO

INTERPRETATION: About 73% of customer said that their dealer provide post sale
service and 27% said that their dealer did not provide post sale service.

10. How satisfied are you with responsiveness of your customer service team to your
need?

SATISFACTION CUSTOMER % OF RESPONDENT

LEVEL
Highly satisfied 20 20
Satisfied 54 54
Moderate 23 23

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 Dissastified 3 3

SATISFACTIONLEVEL
3%
20%
23%

54%

Highlysatisfied Satisfied Moderate Dissatisfied

INTERPRETATION: 20% of customer are highly satisfied,54% are satisfied,23% are

moderately satisfied and only 3% are dissatisfied with the responsiveness of ULTRATECH’s
servicing teams.

CHAPTER 6

FINDING & CONCLUSION

FINDING
• Branding and Positioning: UltraTech Cement has successfully established itself as
a leading brand in the cement industry by emphasizing quality, reliability, and
durability. The company has strategically positioned itself as a premium cement
brand, targeting both individual consumers and large infrastructure projects.

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 • Product Portfolio: UltraTech Cement offers a diverse range of products catering to
various construction needs, including Portland cement, white cement, ready-mix
concrete, and specialty products. This extensive product portfolio enables the
company to meet the specific requirements of different customer segments.
• Distribution Network: UltraTech Cement has developed a robust distribution
network, comprising of authorized dealers and retailers across various regions.
This extensive network ensures wide market coverage and availability of products
to customers, contributing to the company's market share and customer
satisfaction.
• Marketing Communication: The company employs various marketing
communication strategies to build brand awareness and promote its products.
These strategies include advertising campaigns, digital marketing initiatives,
participation in trade fairs, and engagement with customers through social media
platforms.
• Most of the Customers believe that Ultratech Cement is Affordable in Price.
• Competitive Pricing: UltraTech Cement adopts competitive pricing strategies to
attract customers while maintaining profitability. The company leverages its
economies of scale and cost-effective production processes to offer competitive
prices without compromising on product quality. Strategic pricing helps UltraTech
Cement gain a competitive advantage and secure a significant market share.

Conclusion

• Ultratech is the second-largest producer of cement in India. It has held up its

brand value to its customers and constantly building up trust.
• They have always strived to produce newer and advanced products that offer
durability to the customers.
• Cement being an important element for any construction needs to offer
strength and Ultratech can provide it to its customers.
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• Aditya Birla group has built new opportunities in India by employing
thousands of Indians and constantly engaging themselves to have a
sustainable environment.
• They have held up to its motto in building stronger relationships between
customers and their brand. They are and will be one of the first companies to
bring innovation to the cement industry.

CHAPTER 7

SUGGESTIONS

On the basis of above study carried out by me, the following

suggestions are submitted:
• To increase the sales of Ultratech Cement in such area there is a need
of time-to-time demo program, seminars & meetings.
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 • There is a need of more promotional activities specially in sub dealer
and outside.
• Time to time offers should be provided to the customer from our
Ultratech company.
• Need to available all the construction parts, material and took our
distributor office.
• Ultratech Company should be change the color of PSC bags.
• Do awareness meeting of product with worker, labour class, engineer.
• The company must improve its supply so as the demand for the
cement can easily be met. It must target the rural markets as they are
providing a good marketing opportunity these days.

• Also do awareness program for their home solution product with

retailers, customers, workers, labours, etc.
• Provide scheme to retailers to motivate them to do more sale and not
to even let them think to shift on other cement.

BIBLOGRAPHY

• www.ultratechcement.com

• www.ultratechcement/india.com

• www.students3k.com

• www.wikipedia.org

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 • www.slideshare.com

• www.marketing91.com

Books

• Strategic Selling by (Robert B. Miller)

• Perfect Selling by (Linda Richardson)

• Spin Selling by (Neil Rackham)

• Marketing mix physical evidence by (Acutt M.)

• The Marketing Book by (Baker M.)

ANNEXTURE

Questionnaire on Customer Satisfaction about ULTRATECH:

Name:

Address:

Occupation:

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(1) Business □

(2) Salaried employee □

(3) Professional □

(4) Others: □ - Retired □ Housewife □ Student □

Gender: Male □ Female □

Age group: <20 □ 20-30 □ 30-40 □ 40-50 □ >50 □

1.Which of the following factors influences your decision to purchase ULTRATECH

products the most?

a) Price

b) Quality

c) Brand reputation

d) Availability

2.How often do you come across ULTRATECH advertisements?

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a) Multiple times a day

b) Once a day

c) A few times

d) Rarely

3Which social media platform do you primarily associate with ULTRATECH's marketing

campaigns?

a) Facebook

b) Instagram

c) Twitter

d) YouTube

4.How would you describe ULTRATECH's brand image based on its marketing efforts?

a) Fun and youthful

b) Trustworthy and reliable

c) Innovative and cutting-edge

d) Not sure/I don't have an opinion

5.How do you usually engage with ULTRATECH's marketing content?

a) Watching television commercials

b) Following their social media accounts

c) Reading print advertisements

d) Interacting with online ads

6.What do you think ULTRATECH could do to improve its marketing strategies?

a) Focus more on digital marketing

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b) Introduce more engaging advertisements

c) Offer more promotional discounts

d) Expand its product range

7.Which ULTRATECH product do you consider the most innovative in terms of its

marketing strategy?

a) PLASTER

b) WATERPROOFING

c) REPAIR PRODUCT

d) TILE ADHESIVE

8. Are you satisfied with the time taken by Bajaj to deliver your product after
servicing?

a) Highly Satisfied
b) Satisfied
c) Moderate
d) Dissatisfied

9. How satisfied are you with the speed in which problems were resolved?

a) Highly Satisfied

b) Satisfied

c) Moderate

d) Dissatisfied

10. Are you satisfied with the after sales-service of your product?

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a) Highly Satisfied

b) Satisfied

c) Moderate

d) Dissatisfied

11. Within how much time your complaint has been resolved?

a) On the same day

b) Within two Days

c) Within three days

d) More than three days