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By: Under the Guidance of:Narendra S Chouhan Mr. Vibhor paliwalB A I I I S e m

inShare

M r . R a h u l J a i n rgce
positioning of Ultratech cement under the guidance of Mr.Vijendra s.Administration to Rajasthan Technical

University, Kota is mydy considered the role of Logistic Department in a growing Industry. It sists of all the five Ps of marketing i.e. Product, Price,

Place, Promotion,ent for their nting permission and consent to allow me to undertake the project in their NDRA SINGH Bawal

sir ertif icate

IDeclaration IIh a p t e r : 1Introduction of the Topic. 1 What is price 1 . 2 W h a

t i s p o s i t i o n i n g 1 .3What is Price & Positioning 2. 4 O b j e c t i v e of price 2 .5Factor

affecting the price 3.6Importanc e of positioning 4.7Positioni ng strategy 4.8Positioni ng process

5hapter: 2Company P r o f i l e .1Brie f History of Aditya cement (Ultratech)1115. 2 L o c a t i o n o f

P l a n t s 1 6 . 4 C e m e n t & I t s T y p e s 1 7 1 8 .5Prod uction Process of

Cement1924. 6 D i s t r i b u t i o n N e t w o r k 2 5 2 7 . 7 A c h i e v e m e n t

s 2 8 3 2 Logistic 33-35h a p t e r : 3Research Methodology. 1 R e s e a r c h m e t h o d o l o g y 3 6 . 2

R e s e a r c h D e s i g n 3 6 . 3 R e s e a r c h O b j e c t i v e 3 7 .5 Analyzing

the data collection3 8. 6 S i g n i f i c a n c e o f R e s e a r c h 3 9 hapter: - 4Analysis & interpretation

.1Swot a n a l y s i s of result 4859h a p t e r : 6Conclusi on & Suggestio n60-

6 o h n r -

Price Positioning to pricing

2i g y e e 6

b r 6 x 6 9

l i a p 3 n u 4

DecisionsObjecti ves of Priceizing

the Profit The primary objective of the pricing decision is toe Stability the price should not

fluctuate too often. A stable price policyitive Situation- One of the objective of Pricing Decision is to face thering the market- one of the objective

of pricing decision may beility to Payn of Profit To Middle Man Pricing of the product should be keeping inzational Factor

 overall Price Strategy deal with by top Executive.ting Mix- A shift in any element has an immediate effect on the other,t

Differentiation The price of the product also depends upon thehe Product Cost & price of a product are closely related. The mosthe

market demand of the product has big impact on pricing.itionCompetitive condition effect the pricing.ers Suppliers of raw material and other

goods can have ahe various consumer and Business that by a company product or an influences in the pricing decision.Determi

nation Processimating
the demand for the producticipating Competitionermi ning expected share of

market.ecting a suitable price Strategympany market policylecting the Price.e a distinctive [place of a product or Service in the

mind of potentialiding Competitive edge to a product or service.nd intangible services within more tangible frames of

references.he target market. The reason of buying your service and than designde guideline for the development of marketing mix

with eache Situationnking to used on competitive positioningfe style positioning]nefit s offeredFirm Should avoid for

major positioning error:der positioninger Positioningnfuse d Positioningubtfu l positioningStrate gyibute

Positioning A company position it self an attribute. Such a size of ,it Positioning. The Product is Positioned as the leader in

certainsitioningPositioning the product as best for some user group.e Positioningitor Positioning The Product claims to be better in same

way thant Category The Product is positioned as the leader in a certaine Positioning The product is positioned as

offering the best value Bushpositioned itself as offering the best value for the money petitor identificationmin ing how

competitor are persuade and evaluated.erminin g the competitor positionlyzing customer preferencesing the positioning decisionGroup is

today one of Asia's most diversified businessSri Lankaquisition brings significant synergy gains to the parent

company.ady Mix Concrete is likely to see substantial growth in the coming years.cognizing the opportunities

that this business will offer, UltraTech has A M E o f DIRECTOR EXECUTIV E/NON-. Kumar

Mangalam BirlaNonexecutive (Chairman)r s . Rajshree BirlaNonexecutive (Chairperson) r . M L

A p t e I n d e p e n d e n t r. B V BhargavIn dependentr .R.C.Bharg avIndepend entr.Cyril ShroffInde

p e n d e n t r.S G Subrahmanya nIndependent r.Shailendra K JainWholetime Director r . D.D.

RathiWholetime Director & C F O profileW oolens VIKRAM CEMENTH I to IV, Ghironghi

,Khor, Distt. Neemucha l a n p u r ( M a d h y a P r a d e s h ) st Indian unit to win the coveted TPM

award from the Japanmakrishna Bajaj National Quality Award in 1998st cement unit in the world to receive IQRS Level 6 rating fromst cement

unit in India to receive ISO14001 (EMS certifications first gamma ray belt analyzer from Gamma Matrix (USA) ensurings first polycom

(blast furnace slag grinder) with a dynamic air e few single kiln cement plants producing more than eightive power generation ensures a reliable

power supply. The plant isin a record time of 22 months as a Greenfield 1.0 MTPA planta Cement manufactures clinker as well as

Portland cement. There arelly three grades of cement being actively produced at Aditya Cement,Grade Ordinary Portland cement: BIS 269

1989Grade Ordinary Portland cement: BIS 8112 1989Grade Ordinary Portland cement: BIS 12269 19873-S Grade Ordinary Portland

cement:BIS 12269 2000ulphate Resistant Portland cement:BIS 12330 -1988uminum Largest

integrated and amongstproducer ed Apparels A market leader in the read to wear a r b o n B l a c k 2 e mentLarge

st manufactu ring company inopperLar gest Private Sector Companyer

tilizersLar gest & Most Efficient P r i v a t e in anc ial Ser v icesLarg e st Priv ate Secto r Mu tu al

Fu nd s n s u l a t o rsLargest Domestic Manufacture r and ae f i n e r y A Leading Private Sector ele

comA Leading Cellular O p e r a t o r sc ose Filamenttic Manufacturer isc ose Staple FiberLargest Global

Manufacturer i tya Cement has adopted the most modern and latest dry processrecalcina tion technology with sophisticated

control instruments fromhly sophisticated state-of- the-art technology, having on-line processe of silos of world famous

IBAU design for raw meal storing andEquipment / Plant supplied by the world renowned Krupp PolysiusLimeston e, Additives and

Coal.cient Vertical Roller Mill for Raw Material and Coal grinding.Megawat ts.. N O N a m e of AwardYea r ear of S O

9002:199 41997Jul y97M/s.T UV, GermanyS O 14001:1996 * irst company in9 9 8 J a n

98M/s.DNV, Netherlandse rit award for E x c e l l e n c e erg y Conservation9 9 8Dec. 98Ministry of Power,est

Electrical E n e r g y No v 20 00 Nation al Cou n cil fo r ement & Buildinge r i t award for E x c e l l e n c e erg y

Conservation9 99Ministry of P o w e r , nter national Quality9 9 9 April 99M/s.

Q I M P R O nda rds organization,e r i t award for E x c e l l e n c e erg y Conservation0 0 0Jan 2001Ministry

of Power,n t e r n a tional Q u a l i t y System Level V0 00 Ap ril 20 00 M/s.QI M PRO stan d ard s 0Exc

ellent Energy Efficient00 0N ov 20 00 Co n fed era tio n o f In d ian 1 I S O 9002:1994 2000Sep 2000Recer

tified, M/s.DNV,2 ISO 14001:1996 2000Jan 2001Recert ified, M/s.DNV,3 ISO 9001 :

2 0 0 0 * * o be certified as ISO0 0 1 J a n 2001Certified by M/s.DNV,4TP M Excellency Award 2001Nov200

1JIPM, Japan5IndoGerman G r e e n t e c h ov2 001Greentech Foundation,6 M erit aw ard fo r Ex cellen ce ergy Conservation0 0

12001Minis try of Power,7OH SAS 18001:1999 2001Dec 2001M/s.DN V, Netherlands

8Greentech I n d u s t r i a l un2 002Greentech Foundation,air man Award For Silver Medal0 0 2 N o v 2002CWCM, M u m b a i eentec

h EnvironmentA 8000 (Social0 0 3 J u n '2003M/s.DN V, Hong K o n g dia Manufacturing0 0 4 D e c ' 2 0 0 4 Fr ost &

Sullivan,3 G o l d en Peacock award2005J a n 2 0 0 5 Frost & Sullivan,e latest technology of manufacture of cement by dry

process withon pre heater and revaccination has been adopted by us. We havea ) P e t c o k e m the captive Mines utilizing the

latest air deck blasting system andmaximum 75 mm from 1000mm.ss Belt Analyzer (CBA) analyses the chemical composition of

entireom the full section of the pile, cutting through all the layers by the(Bridge type Scrapper Reclaimed, Capacity: 650

TPH). Similarly,shed Lime stone is mixed in desired proportion with additives as per erisation process. The vertical Raw Mill

is supplied by Krupp Polysiuss further homogenized the CF silo of 22 meter dia., 49 meter has a blending effect of 10:1.ln feed is

extracted from the Blending Silo and fed to the Six stageThe product from the kiln will be brownish black in color and withimum size of

40 mm clinker granules. Heat energy is supplied byng pulverized coal to the kiln and precalcinator. The fine return dust frombe cooledat

the same time recuperating nearly 70 73% of transported by belt conveying system into the POLYCOMhe ground material is fed tor

optimizing cement mill output rate & specific power consumption,aki ng the mill operation consistent, resulting in

reduced energyrectly from the belt conveyors into the trucks, trailers or wagonsspectivel y. Supply of compressed air

is required to be confirmedsolute necessary for organization, to formulate Marketingcial information containing stockists,

competitive analysis, complaintrketing department plays very significant role & vital role. Due tothere is extremely high degree of

competition amongstuntry. Cement Industries are also not exception of this challenge andbusiness in Grasim cement

has been identified as a focus area in thedustry. The vision of the group is to attain industry leadership andtantly also to

ensure that cement becomes a powerful growing businessR E I

G O R O N H T S E C N D A R Y ANSPOTATI NMARKETI GA N D L I

N L I E Y

G I V L

H A N D N G E L E R Y D I V E R

r i m a r

y C o s t S e c o n d a r

y C o s t M I S C . C o s t oadi
ng CostFreight Costa n d l i n

g D a m a g e is ing ,sales promotion then naturally price per bag willl also add to the cost of the cementn be manufactured as

per convenience and supplied to the customerst of top cement conglomerates was supply regularity & leadment can be used in

following applications For all generalment can be used in roads ,runways, industrial building, RCCon parlance refers to a search for

knowledge .Also canr every comprehensive research a proper research methodology ist the weak areas of Ultratech cement in Chittorgarh

dist.d out the improvements required in Ultratech cement.at are the most preferred brands of cement.in chittorgarh distTo

compare the various cement brands in terms of quality, pacakinging,ked upon finalizing the Questionnaire and the sample population.SEAR

CH inculcates scientific and inductive thinking and it promotes theustry. Research is equally important for social

scientists in studying social

ion

ND WEAKNESS OF THE

ORGANISATIO Nzation has

conducted SWOT (Strength Weakness Opportunities &s) analysis to drive the key

interventions for framing objectives andanalysis reflect on the following areas :by optimum exposure with latest

developments, trends and interaction-skilled manpower to manage hi tech production systemPropounde d and popularized by Det

NorskeVeritas (DNV)of 10 level of quality managementeved Level-3(L-5) of IQRS highest ever achieved by a cement unit ins marketed under

the brand name of Ultratech, BIRLA SUPER,HREE CEMENT, BIRLA READY MIX, AND GRASIM SUPER the product under the

common brand name of

al culati
VIKRAM

on of test and

hich

brand is good in quality as its competitoro t a l Weight1

(3)7 (2)1(1)1 ( 3 ) 5 ( 2 ) _ (3)

5 (2)3 (1)( 3 ) 5 ( 2 ) _ ( 2 ) _ 1 5 2 . 5 0 4 _ 3 ( 2 )

_ 7 3 9 6 ( 1 7

6 2 ( 3 ) ( 2 ) _ 2 . 2 5 ( 3 ) 2 2 ) 1 ( ) 8 2 ( 3

) _ 3 2

_ 3 WXy

wise rankinand
name o t a l W e i g h

t6

(3)3(2)

_ ( 3 ) 7 ( 2 ) _ (3) 4 (2)4(1)_ 3 ( 2 ) 5 ( 1 ) ( 3 ) 4 ( 2 ) _ 1 4 2 .

3 4 2 1 8 2 ) 6

3 _ ) ) _ ) 6 _

2 1 3 2 2 1 2

( ( 1 ( ( 1 . 5 ( 2

) 2 ( 1 ) 6 1 . 5 6 ( 3 ) _ _ 3 3 1 WXand
name p t i o n

Y e s N o T o t a l 5 4 5 0 3 0 o t a l 8 5 7 5 1 6 0 42. 5total 160E ( O -

E 4 7 6 1 0 5 5 5

) 2 . . . 4 7 6 1

5 . 5 5 5 2 5 3 2 2 . . 5 . 2 . 3

2 . 5 2 3 7 . . .

5 5 5 5 2 . 5 2 3

3 7 6 1 0 5 5 5 2

7 . . . 3 7 6 1

o t a l 5 . 6 6 ulated value is more

than Tabulated value. Hence Hypothesis is000000e s N O

Dealerdealer

ral

tratech is good position in the mkt &its biggest 1 0 -

BIRLA CHETAK2 04U L T R A T E C H 2 1 0 - J K L A X M I 2 0 7 -

S H R E U L T R 0 3 B A N U R 2 4 B I N N I 2

E A 2 G 0 A 0

5 C N 1 J ) A

E M E T O 2 0 K ( N 2 0 3 M B U

J A 2 1 0 tratech price is very high Price comparison to its competitor because its 9 8 1 9 8 1 0 2 1 0 e
ch Birlaries1 Series2 PRICE-198

MAX PRICE-210T

WISE RANKINGech
in %e wise ranking

Better 6-Good 4-Average 2Bed0 1

Better 6-Good 4Average 2Beder

2 a

(Total no. of respondent80)49Suggest

ion of the Dealer

The major suggestions of the are: 1 -Its price is very high so decrease the price

comparison to birla chetak 2 discount scheme not be specified only c.d. specified3 regularly mason meet 7increase the number op

people &also invite theregular customer 4 Multypal chek book apply5 Introduce the new 25 kg beg6 Regularly give the publicity materiel

to dealer &sub dealer 7 Increase the labor charges &d.d. commotioncurrent Increasel.c. 60 p 1 Rsd.d 2Rs 3 Rs8 maintain the
quality &quality is very good9 A t t r a c t i v e p a c k a g i n g s h o u l d b e d o n e 10. Company officials should be motivated in a positive way to treat retailersin a friendly manner and also to touch the inaccessible areas11 Maintaining good relationship with the dealers as they influence

thecustomers greatly. It can be done through.12 Time to time organizing competitions between dealers is a good idea,special offers, scratch and win schemes, bumper prizes are lucrative.1 3 W h e n i n c r e a s e t h e p r i c e t h e i n f o r m a t i o n s h o u l d b e p r o v i d e d t o d e a l e r i n advance1 4 Increase the credit limit like birla chetak Limitations There were some limitations that were during the project working faced by us.These limitations are:The information is based upon views and the knowledge of the dealers, whichare often biased.Complete data related to the analysis of the survey was not available.The survey was based upon the dealers and suppliers of whom most of themwere uneducated and didnt know much about Cement advertisement. 50 CONCLUSIONS Ultratech Cement has had to move towards an increasing m a r k e t i n g orientation.Company can no longer sell what it produces it has to produce what it cansell.Determination of what can be sold and how it can be sold involves listing tothe user and understanding his behavior.Growing capacities have also increased the size of the largest marketThe distance between the producer & consumer has increased. In this scenariomarketing research has provide an effective tool in determining user behavior in the cement industry . Overall observation Ultratech is good position in the mkt but its price is very high so decrease the p r i c e c o m p a r i n g t o b . c h e t a k b e c a u s e b c h e t a k i s t h e b i g g e s t c o m p e t i t o r o f ultratech cement in chittorgarh &some improvement in packing & publicity materioul 1-Ultratech has 40% mkt share 2 - I t s a d v e r t i s e m e n t i s v e r y g o o d 3 - Q u a l i t y w i s e v e r y g o o d 4-Its price is very high so decrease the comparing to birla chetak Consumer awareness:Aditya Cement should create Dealer awareness (regarding its brand) toenhance the sell of Ultratech Cement in rural areas. Result of survey shows that advertising & masons both play major role incement buying process . Methodology for Creating Dealer awareness: A d i t y a C e m e n t s h o u l d a r r a n g e t e c h n i c a l s e m i n a r s , l e c t u r e s f o r a r c h i t e c t s Company, engineers and structural engineers.I n l o c a l l a n g u a g e m a s o n t r a i n i n g p r o g r a m s s h o u l d b e a r r a n g e d i n r u r a l & urban areas. So that the actual users of cement get the technical knowledge.If this training program can be coupled with the field demonstrations, it can s u r e l y h e l p t h e m a s o n i n a g r e a t w a y . L i t e r a t u r e s a n d b r o c h u r e s i n l o c a l language should be printed for

amongst consumers.Even
wide distribution

various medias like radio press, technical magazines etc. Should be usedfor educating masses.Educative VHS firms should be produced and

the same may be shown to theconsumers through audio visual media. Pricing Result of survey revealed that price play a

measure role in sale of cement .As Aditya Cement had marginally higher price level then itscompetitors and in rural areas

it has been noticed that customer purchase those brand cement that has lower price. So Aditya Cement should constantlycompar

e its products , prices , channels advertising levels & promotion withits close competitors . In this way company can identify

areas&weakness permit the company to refine its strategy to take advantage of competitors limitations.Comp any should communicate to

dealer about the price change timely

.

Managing Customer Value:

Service quality will become the

most service success factor in business AdityaCement need to immediately wake to this reality before Dealer decide to out

&leave.Business is not like tennis. If you cant serve, you cant winAditya Cement should provide following customer service to enhance the

sellof Ultratech Cement.Technical services :

Recommendatio ns
During this project report on

Aditya Birla Cement Limited I have studiedthe various aspects of the management its functions and importance and was a

totally new experience for me for I am grateful to every body in Aditya BirlaCement Limited before concluding my report I would

like to make somerecommenda tions.The company should try to create a Unique Selling Preposition to their productand should make the

customer to feel needful for that.The company should open its own outlets in order various districts of itsmarkets and there it can

directly reach customers and that could have a positive effect on the companys bottom lines, as this would remove themiddlemen.Inc

rease the number of Television advertisement.The advertisement of the company should such as it tries to link to directly tothe

emotions of the people .

On the publicity front company can give more credit to the dealer's crease thenumber of the

mason meets and training program

52BIBLIOGRA PHY
Executive summary of cement Manufacturer's Association News

digests Cement Manufacturer's AssociationMarke ting Management by Philip Kotler Research Methodology by C.R.KothariHand book by Saroj

khan www.gracim .com www.aditya birla.comwww.go ogel.com

Annex ure
53

Price & Sales positioning of

Ultratech Cement vis - a visCompetitor Brand.Question naires for Dealers

Name of Firm ......................... ..................Plac e ......................... ......................... .......Prop

......................... ......................... ........Date ......................... ......................... ........1. Which Brand Do you

Sale?a . Ultra Techb. Birla Chetak c . J.K. Nimbhar

erad. Binanie . S h r e e f . B i r l a U t t a m g. Other

. Ultra Techb. Birla C h e t a k J. K. Nimbharera d. Binani. S h r e e f

. B i r l a U t t a m . Ultra Techb. Birla C h e t a k J. K. Nimbharera

d. Binani. . B i r l a U t t a m . U l t r a T e c h R s . b.
S h r e e f

Birla ChetakR s . J.K. Nimbharera Rs.. B i n a n i R s

. . S h e R . B U t t s . . O t

r e s . i r l a a m R h e

r R s . l traTechB inaniBirl aJ.K.Shre eOther

59

of 69

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