The project gives a broad outline on Customers attitude towards ultratech

brand in India. From the research

I came across several interesting results about the Customers
behaviour and response towards any particular brand, and then steps are to be
taken to matching the expectation in case of UltraTech cement. From the
analysis we are able to understand about the Customer Consumption.
I have prepared questionnaire in Google Form, Then I started my survey by
forwarding this Google Form to different customers in different region and
recorded their feed back
according to the question asked to them from my questionnaire.
Then I summarize all the data collected and
make comparative charts and diagrams to present my findings. From this
survey l got the insight of the relationship between retailers, contractors and
customers.

Background of Cement Industry in India:-

India entered into the Cement Era in 1914, when the Indian Cement
Company Ltd.
Started manufacturing Cement in Porbundar in Guujarat.
However, even before that a small cement factory was established in Madras
in 1904
by a company named South India Industrial Ltd.
Indian Cement Company Ltd produced only one type of cement which was
designed
by the British standard committee as “Artificial Portland Cement”. This
company
marketed its product in Mumbai, Karachi, Madras and other parts and
became a
financial success.
In 1924, India’s cement production was 267000 tons. However, initially this
increased production could not reduce the imports and the industry suffered a
rate
war. This led to closure of many indigenous units. The Indian companies
which were
away from ports or commercial centers faced the locational disadvantage.
• Current Scenario:-
The cement industry is one of the main beneficiaries of the infrastructure
boom. With
robust demand and adequate supply, the industry has bright future. The
Indian
Cement Industry with total capacity of 165 million tones is the second largest
after
China. Cement industry is dominated by 20 companies who account for over
70% of
the market. Private housing sector is the major consumer of cement (53%)
followed
by the government infrastructure sector. Right from laying concrete bricks of
economy to waving fly over’s cement industry has shown and shows a great
future.
The industry continues to emphasize on reduction of costs through enhance
productivity, reduction in energy costs and logistics expenses. The cement
sector is
expected to witness growth in line with the economic growth because of the
strong
co-relation with GDP. Future drivers of cement demand growth in India
would be the
road and housing projects.
• Dominated Brands and Competitors:-
Cement is one of the key industries that play a key role in the growth and
expansion
of the nation. The cement industry is one of the main beneficiaries of
infrastructure
development in the country. The Indian cement industry is huge and has a
large
production capacity. Currently, the total production capacity of cement in
India is
about 165 million tons, the second largest in the world.
There are many big cement brands which plays great role in the development
of
Cement Industry in India, some of them are as follows:-
1. UltraTech Cement (Aditya Birla Group)
2. Ambuja Cement
3. Acc Cement
4. Shree Cement
5. India Cement
6. Ramco Cement
7. J.K. Cement