UltraTech Cement Limited

Team Members

1. ANIK MAZUMDER (B – 05)

2. ANIRUDDH THAKUR (B – 06)
3. ANISH ANAND (B – 07)
4. ANSHU KUMAR (B – 08)
 Introduction – Company overview

1. Founder: Kumar Mangalam Birla (Aditya Birla Group)

2. UltraTech cement was launched in the year 1983

3. UltraTech being a part of the Aditya Birla Group and has a annual production
of 102 million tonnes.

4. UltraTech send its cement to other countries like UAE, Bangladesh, Bahrain
and Sri Lanka under the brand name Birla White.

5.They have installed a capacity of more than 80 million tonnes per annum of
grey cement
 Board of directors

➢ Mr. Kumar Mangalam Birla (Chairman)

➢ Mr. K.C. Jhanwar (Managing Director)

➢ Mrs. Rajashree Bala (Non- Executive Director)

➢ Mr. Arun Adhikari (Independent Director)

➢ Ms. Alka Bharucha (Independent Director)

➢ Mr. Sunil Duggal (Independent Director)

➢ Mr. Atul Daga (Business Head, Executive Director & CFO)

➢ Mr. Pramod Rajgaria (CEO – Overseas)

➢ Mr. Ashish Dwivedi (CEO – Birla White)

 Product Range

1. stainless 4. Fibercon

2. Plus 5. Thermocon concrete

3. Lite 6. Hypercon concrete

 Business Models - strategy

UltraTech Cement marketing strategy helps the

brand/company to position itself competitively
in the market and achieve its business goals &
objectives. Let us start the UltraTech Cement
Marketing Strategy & Mix to understand its
product, pricing, advertising & distribution
strategies:

Price and pricing The location and UltraTech Cement

UltraTech Cement
strategy for distribution strategy Promotion &
Product Strategy
UltraTech Cement of UltraTech Cement Advertising Strategy
 Operation Strategy

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

grinding units and 7 bulk terminals

2. Their customer centric approach rests on the three principles

3. It has a white cement plant with a capacity of 0.68 MTPA and 2 Wall
Care putty plants with a combined capacity of 0.85 MTPA .

4. Customer responses are recorded. Any concerns raised are addressed on

priority through a seamless process with minimal turnaround time.
 Quality Management

1. Storage of Cement- In a waterproof storage shed, place cement on top of

wooden planks or tarpaulins laid out on the ground.

2. Curing- As soon as the concrete has begun to somewhat firm, begin curing
and continue doing so.

3. Finishing- As soon as there is little to no water on the surface, begin the

finishing procedures.

4. Placement and Transportation-Within 45 minutes of the water being

added, move and set concrete. To prevent the separation of the materials
while transporting concrete, don't jerk the container.
 SWOT ANALYSIS

Strength
1. It is India’s biggest cement company.
2. It is the largest exporter of cement clinkers.
3. It is a part of the prestigious Aditya Birla Group that helps the brand.
4. It has an annual capacity of 60+ millions tones.

Weakness
1. Although UltraTech provides various other construction products and
services, but the brand is associated with Cement only, so it has to work on
positioning the brand as a construction materials brand, which can be
achieved by implementing branding activities
2. It is not operating /exporting in US market which is a huge market for
Cement industry.
3. Brand awareness of Ultratech is lesser as compared to global players.
 SWOT ANALYSIS

Opportunity

1. It should enter the US market by Mergers and acquisitions.

2. 2. It should do worldwide branding activities that would help the

brand grow as a whole.

Threath

1. It faces strong competition from global players.

2. 2. Mergers and acquisitions involves high risk, so it should be

careful while entering new market.
 Competitiors

UltraTech Cements Competitors.

There are several brands in the market which are competing for the
same set of customers. Below are the top 5 competitors of UltraTech
Cements:

1. Ambuja Cement

2. ACC Limited

3. Shree Cement

4. The Indian Cement

5.  JK Cements
 Unit Introduction – Process Overview

Clinker from RCW

BCCW Rake
 Conclusion

Due to the presence of numerous significant players and the fact that India is the second-
largest cement producer in the world, Ultratech Cement has seen a gain in market share.
After a short time, a company might become the top cement manufacturer in India due to
the ultra-tech cement industry's continued expansion. Nevertheless, there are a number of
prospects for the company in India and other Asian nations due of the region's increasing
infrastructure. The company has a variety of job prospects because it was named the Best
Employer in 2007. The company's overall performance is improving steadily in all areas, such
as production, human resources, and marketing. This is good for the company because it is
soon going to build a strong brand name in the market thanks to its high quality and
reputable reputation, which sets it apart from its rivals.