MARKETING ESSENTIALSPRESENTATION ONINDIAN CEMENT INDUSTRY : MARKETING ESSENTIALSPRESENTATION ONINDIAN CEMENT INDUSTRY Submitted by:
Govind Singh Mohit Saini
Submitted To: Vinod Seth
Mr.Ashish Mishra Vivek Dwivedi INTRODUCTION : INTRODUCTION Cement is a key infrastructure industry.
India is the second largest market as well as the cement producer
of the world after China.
The production capacity of India is currently now 151.2 million tons.
There are 18 major players in Indian cement industry which capture around 70% market.
Here we are discussing only three major players viz.
1. AMBUJA CEMENT
2. ACC CEMENT
3. JK CEMENT ` : ` AMBUJA CEMENT : INTRODUCTION
Ambuja Cements was set up in 1986 in gujrat.
In the last decade,its production capacity has increase tenfold and now accounts for 18.5 million tons of cement.
Its plants are some of the most efficient in the world.
With environment protection measures that are on par with the finest in the developed world.
Ambuja is the most profitable cement company in India, and one of the lowest cost producers of cement in the world. Its focus on
Best quality cement
Customer service PLANT LOCATIONS : PLANT LOCATIONS Goals and Objectives : Goals and Objectives OBJECTIVE OF COMPANY:
Better quality then other company.
Fair returns to share holders.
A higher productivity to cover maximum market.
Maximum customer satisfaction.
Clean & healthy Environment for employee’s growth.
Try to lower pollution to fulfillment of social
responsibilities. MARKETING STRATEGY : MARKETING STRATEGY High Advertisement for BRANDING-3 times than ACC at one time
Improvement in Packaging by information provided by suppliers
Extensive & primarily exclusive distribution network- over 6,000 dealers and 20,000 retailers
Promotion through seminar, workshops for masons, architects ,contractors etc by providing info on use of AMBUJA CEMENT
Advertising and Publicity campaign Slide 8: ACC CEMENT INTRODUCTION : INTRODUCTION ACC was formed in 1936 when ten existing cement companies came together under one umbrella in a historic merger.
The company was established by an iconic industrialist F. E Dinshaw and other Indian entrepreneurs like him who founded the Indian cement industry.
The companies which were the part of the historic merger mainly belonged to prominent business groups - Tatas, Khataus, Killick Nixon and F E Dinshaw groups. PLANT LOCATIONS : PLANT LOCATIONS Key Success Factors of ACC : Key Success Factors of ACC Goals and Objectives : Goals and Objectives Leadership
Pioneering Slide 13: JK CEMENT INTRODUCTION : INTRODUCTION J K Cement started its operations on May 1975 by setting up its first plant at Nimbahera in Rajasthan
Founded by Lala Kamlapat Singhania, J K Cement is one of the leading manufacturers in the sector of cement manufacturing in North India.
J K Cement is the second largest white cement manufacturer in India in regards to production capacity.
The company's primary market for grey cement is in North India. However white cement has considerable demands in countries like Singapore, Kenya, Bahrain, South Africa, Nepal, Tanzania, Nigeria, Bangladesh, Sri Lanka and UAE. PLANT LOCATIONS : PLANT LOCATIONS The company has three major production plant located
Currently the unit has a capacity utilization of around 75% and an operating profit of 30% consistently. Company Strengths : Company Strengths The company has proximity to huge reserves of premium quality limestone, as essential ingredient for cement manufacturing.
The limestone reserves of the company are sufficient to support the planned production capacity for approximately 40 years.
The company has a total of more than 4000 retail stores, 22 sales promoters and four handling agents. GOALS AND OBJECTIVES : GOALS AND OBJECTIVES Customer Satisfaction.
Always invest in Latest Technology .
Huge Distribution Network Creation.
Expansion through Balancing Equipment .
Constant focus on Cost Control & Quality .
Invest in Managers & Develop People Skills.
Stability of Executive Management & Low Employee turnover.
Social Welfare - A Priority. MARKET SHARE OF CEMENT COMPANIES : MARKET SHARE OF CEMENT COMPANIES BCG MATRIX ALLOCATION : BCG MATRIX ALLOCATION Contd…. Slide 20: Ambuja Cement enjoys the position of “STAR” in the BCG Matrix i.e. high market share & high market growth.
ACC LTD falls in the quadrant of “ CASH COW” with respect to the market leader.
JK Cement falls in the quadrant of “QUESTION MARK”
it needs analysis. CONCLUSION : CONCLUSION Industry has a strong capacity base.
Produces quality cement that meets the global standards.
• Tremendous scope for success by technological upgradation and assimilation of latest technology. THANK YOU : THANK YOU