MARKETING MANAGEMENT

GROUP PROJECT
“ULTRATECH CEMENT LIMITED”

POST GRADUATION DIPLOMA IN MANAGEMENT

(TERM – I ; Batch 2022-24)
Submitted to
Prof. Umashankar Venkatesh
Submitted by (SEC -A) GROUP No. 13
UTKARSH BHATNAGAR (P221A065)
VAIBHAV KHANNA (P221A066)
YASH AGARWAL (P221A068)
YASH SHELAR (P221A069)
YOGESHKUMAR V(P221A070)
 TABLE OF CONTENTS

PARTICULARS PAGE NO.

Executive Summary 3
Introduction 3
- Overview
Market Challenges 4
- Market Size and Trends
Competitive Analysis 6
PESTEL Analysis 9
PORTER FIVE Forces 12
Internal Analysis
- Company Background 15
- Performance till date 16
- Scope of operations 17
SWOT Analysis 18
Proposed Growth Path 20
STP Strategy 21
Plagiarism Report 22
Bibliography 24
 EXECUTIVE SUMMARY
With a market value of 1.78 trillion, UltraTech Cement is India's largest cement
maker. The report provides an overview of UltraTech Cement along with PESTLE,
porter 5 forces, and SWOT to understand its environment, competition along with its
competitive advantage. This report also talks in length about the cement market and
discusses the strength and weaknesses of UltraTech’s competitors. The report also
provides an appropriate market penetration and development strategy along with a
few product development strategies. The report finds that the housing market is the
largest consumer of cement and suggests appropriate measures to target this
segment using the existing products and creating a new product or cheaper version
of available products. The report finishes by providing new positioning so that the
company’s product is relevant and competitive in the future

INTRODUCTION

Overview
The UltraTech Cement Ltd. Is the flagship company of Aditya Birla. UltraTech, a USD
7.1 billion construction solutions behemoth, is India's largest maker of grey cement
and ready-mix concrete (RMC), as well as one of the top manufacturers of white
cement. It is the world's 3rd largest cement producer in the world excluding China.
Outside of China, UltraTech is the only cement manufacturer with 100+ MTPA of
cement manufacturing capacity in a single country. The company has its activities in
Sri Lanka, Bahrain, and the United Arab Emirates. In the communities where it
operates, UltraTech actively seeks to support the social and economic advancement
of those areas. The Corporate’s social initiatives focus on education, healthcare,
sustainable livelihoods, community infrastructure and social causes. UltraTech
delivers value to more than 1.6 million people in over 500 communities in 16 states
throughout India. UltraTech is committed to accelerating the decarbonization of its
operations as a founding member and signatory to the Global Cement and Concrete
Association's (GCCA) 2050 NET ZERO Concrete Roadmap. The company's long-term
goal is to cut CO2 emissions by 27% by 2032, and it has already achieved 9.1% since
2017. UltraTech created the UltraTech Building Solutions (UBS) concept to provide
independent home builders with a one-stop shop option for building their homes.
 ULTRATECH CEMENT LTD. PRESENCE IN PAN INDIA

Capacity Proportion of Total Revenue Share in FY22

(MTPA) Capacity
North 23.80 21% 23%
Central 25.30 22% 19%
East 17.35 15% 17%
West 27.65 24% 22%
South 20.45 18% 19%

MARKETING CHALLENGES
• Cement industry is currently facing an issue of overcapacity.
• Facing pressure from the government regarding not to increase prices despite
the increase in the cost of raw materials and processing fuels.
• Shortage of domestic coal is also increasing the cost as importing coal is
expensive.
• Cost of electricity in India is higher than other countries and captive power
plant is not a feasible option for smaller companies.
• Logistics cost of cement is high.
• Higher costs result in low margins.
• High GST on cement.
• Cutting edge competition

Market Size and Trends

• The cement market in India accounts for 7% of global installed capacity.
• Cement production in India increased by 8.8% in March 2022 compared to
March 2021.
• It is one of the world's greenest cement makers.
• According to ICRA, the need for rural housing, combined with the
government's emphasis on infrastructure development, would drive a 12%
YoY increase in cement production in India in FY22.
• According to Crisil Ratings, increased investment in housing and infrastructure
projects will likely cause the Indian cement sector to develop 80 million tonnes
(MT) of capacity by FY24, the most in the previous decade.
• Cement production in India increased by 8.8% in March 2022 when compared
to March 2021.
• It is supported by a surge in property activity and significant levels of
government spending on urban infrastructure and smart cities.
• Post-COVID-19 epidemic growth in infrastructure and real estate is likely to
enhance cement demand in 2021.
• Cement production is expected to increase by 8 MTPA.
• As of April 2022, PE/VC investments in infrastructure and real estate totaled
$677 million and $896 million, respectively.
 COMPETITIVE ANALYSIS

MARKET SHARE (PEER COMPARISON) MARCH,2022

UltraTech Cement Ambuja Cement Shree Cement ACC

15%

13% 45%

27%

In the market, several companies are competing for the same group of consumers.
The top 3 rivals of UltraTech Cements are listed below:

1. Ambuja Cement
2. ACC Limited
3. Shree Cement

Strengths - Ambuja Cement

• Good Quality- Ambuja Cement produces some of the best cement. Ambuja
cement is a premium PPC cement with cutting-edge SPE technology.
• Logistics - They have a strong management team and supply network for
logistics.
• Performance Consistency- They supply their items consistently and perform
at a high level. Since its foundation, Ambuja Cement has contributed to the
development of technology to create cement of uniform quality from a variety
of raw materials.
Weaknesses - Ambuja Cement
• Ambuja Cement is solely accessible in India and is not available elsewhere. The
business exports its goods to numerous nations, but it hasn't yet opened any
offices outside of India; it is a well-known Indian business that will soon be
established.
• Lack of Product Diversification- The company's product lines are not very
diverse, and there is just a small range of products available.
• High Transportation Costs - The cost of transporting cement to various retail
stores is very high. It will rise much more because of rising fuel costs.

Strengths - ACC Limited

• ACC Limited engages in a variety of CSR activities Major CSR initiatives include
offering quality education for the children of employees, aiding SHGs in the
vicinity of its facilities, promoting health and sanitation, livelihood
improvement, and many more.
• Number of Plants: In comparison to Ultratech, Ambuja, and other companies,
ACC Limited has 17 manufacturing facilities.
Weaknesses - ACC Limited
• A lack of marketing initiatives: Competitors in the cement industry are
snatching business with their commercials. Everyone appreciated Ambuja's
commercial with the fabled Khali. like Ultratech, which monopolises the
market with the catchphrase "Engineers Ki Pasand." ACC Limited's push and
marketing methods are just average, despite the company's overall high
manufacturing capacity.
• Limited to India: Aditya Birla's Ultratech, which exports a lot of cement,
competes with ACC Limited because of its small footprint in that country. By
exporting, Ultratech is significantly increasing its revenue.

Strengths - Shree Cement

• Shree Cement is among the biggest cement manufacturers in North India.
• It operates profitably in Rajasthan, Delhi, Haryana, Punjab, UP, J&K, Himachal,
and other states.
• With the brands Shree Power and Shree Mega Power, it also competes in the
power industry.
• It was presented with the Golden Peacock Award for Business Excellence.
• Shree Cement is ranked among the top 20 companies in India to work for by
Business Today.
Weaknesses – Shree Cement
• It does not have a significant footprint in other regions of the country because
it primarily operates in the Northern States.
• Compared to other Indian brands in the cement business, Shree Cements has
a lower brand awareness.
• In comparison to well-known Indian firms, it engages in significantly fewer
branding initiatives.
 PESTEL ANALYSIS
Political
• In India, activist movements, protest and pressure groups, and non-
governmental organisations all play important roles in determining policy.
Working together with these organisations can advance both corporate and
community aims.
• Local governments in India, unlike in most other nations, play an important
role in policy formulation and implementation. In the Union Budget 2021-22,
the government allotted Rs. 1.18 Lakhs of crores to the Ministry of Road
Transport and Highways, which is expected to stimulate cement usage.
• Military policy, terrorist threats, and other forms of political instability that
impede business are not imminent threats to India. UltraTech Cement has
experience of such handling such operations in challenging situations before.
• UltraTech Cement has benefited from India's tax regulations, resulting in
strong profits and increased spending on research and development. Rising
inequality in India may force adjustments in taxation systems. Second, local
governments are investigating construction-raw material taxation strategies to
reduce the carbon footprint of the capital goods sector.

Economical
• Despite global headwinds, India's growth rebound is on track, with most
predictions putting GDP growth in the 7% area in FY23. As a result, India is on
track to have the fastest-growth in terms of economy in the world and to
contribute significantly to global growth.
• According to the Union Budget 2022–23, increased funding for
infrastructure—$26,74 billion for roads and $ 18,84 billion for railroads—is
expected to increase cement consumption.
• The expansion of India's digital ecosystem, the broadening of international
supply chains beyond China, and the increasing focus of investors on
sustainable financing all open up new opportunities for India.
• Inflation was 0.5% from July to August 2022. Because of the sluggish pace of
project awarding and implementation, as well as sand supply issues, the
average price of cement climbed by more than 10%, leaving cement
producers with limited flexibility to raise prices further.
Social
• UltraTech's attempts to foster a multi-ethnic workforce are demonstrated by
the creation of an "all women Ready-mix-concrete unit," which is in line with
the company's objective of fostering a welcoming work atmosphere. As a
result, UltraTech Cement can capitalise on this trend and assist the changing
gender roles in Indian culture.
• Customers' online shopping habits have been influenced by the rise of
ecommerce. Because younger consumers are more inclined to shop online
than old consumers, UltraTech Cement must take demographic differences
into account to fully understand online purchasing habits of consumers. The
rising usage of smartphones and social networking sites must be considered
when developing marketing and communication strategies.
• UltraTech cement must spend more time studying about the social and
consumer motivations that influence customer behaviour. When assessing
imported goods among local customers, they should also try to understand
the amount of consumer ethnocentrism and consider the country-of-origin
impact. Finally, UltraTech Cement should investigate consumers' hobbies and
interests and concentrate more on enhancing the customer experience if
customers choose experiential things over basic product offers.

Technological
• Technology Innovations and Development Level- UltraTech Cement should
thoroughly research current technological advancements like 5G to stay ahead
of the competition. These technical developments have the power to
transform an industry and alter the criteria for what constitutes success for
market actors. The level of technological progress and maturity in the
pertinent market must also be considered. By concentrating on new
technology developments and entering areas where they have not yet
reached maturity, UltraTech Cement may increase its market share.
• The use of new technologies has shortened the time needed for product
creation. Partners in the supply chain now have more clout, and new things
are developed fast. UltraTech Cement is therefore under pressure to swiftly
develop new products, expand its product line, include flexibility in the value
chain, and establish solid business relationships with partners in the value
chain.
• UltraTech Cement must examine rivals' investments on a local and global scale
to determine how new technologies affect the firm's value chain and current
cost structure. R&D activities are essential in an environment marked by
 creative disruption. The business may invest in disruptive technology to
increase sales and reinvest its earnings in disruptive technologies of the future.

Environmental
• Sustainability- UltraTech has aligned themselves with the Paris Agreement's
climate goals. UltraTech Cement has increased its environmental conservation
efforts and remains concerned about societal well-being.
• Attitude towards eco- friendly products- Sustainable items are gaining
popularity. To acquire the trust of stakeholders, UltraTech Cement may
embrace the opportunity by embracing green business practises. The
regulatory organisations' emphasis on environmental compliance is altering
product innovation objectives. UltraTech Cement is necessary. should prioritise
and focus on promoting their goods' eco-friendliness over traditional value
propositions.
• Weather and climatic conditions- Weather-related extreme events may
increase operational expenses and push UltraTech Cement to adapt the value
chain. These changes may also have an influence on customer purchasing
behaviours, necessitating modifications to the company's product and
marketing strategies.
• Renewable Technologies- In certain nations, incentives are provided to
stimulate investment in renewable technology. UltraTech Cement may benefit
from it by investing in renewable technology that will ensure long-term
sustainability. This investment will assist raise stakeholder satisfaction and
expand the client base due to the improved brand image.

Legal
• In India, Failure to safeguard rights to intellectual property might result in a
loss of competitive edge, damaging UltraTech Cement's position in the
market.
• Employee protection Laws- As certain nations have rigorous regulations in
place to safeguard the safety of workers, UltraTech Cement is required to
abide by employee/labor health and safety requirements. The moral and
ethical duty of UltraTech Cement is to give its workers a safe place to work.
Similarly, while developing human resource strategies, anti-discrimination laws
(such as equal employment opportunity) must be carefully considered, as
discrimination lawsuits against employers damage the reputation of
organisations and impair their capacity to recruit and retain talent
 PORTER FIVE FORCES

The threat of competition is moderate

• Cement is an important commercial product that has a direct impact on the
civil industry and various infrastructure development projects.
• However, the competition is moderate in this market.
• India’s Cement Industry is a differentiated/undifferentiated oligopoly.
• Thus, major firms have a kind of pricing control
• Some of the notable names are ACC, Ambuja, Shree Cement, Dalmia Bharat,
JK, etc,
• The competition also comes from the public sector.
• But they serve as a cheap alternative to major brands.
• The situation could be changing
• MNCs are looking to invest in the market.
• A recent example is Adani Group’s successful acquisition of a controlling
stake in ACC Ltd and Ambuja Cement.

The threat of new entrants is low

• 70% of India's total Cement production comes from the top 20 firms
• Thus, it is difficult for any new entrant to take up a major market share.
• Any new entrant will inevitably run to issues of economics of scale unlike
Ultratech Cement which has high economies of scale
• The barriers to entry are quite high with an initial investment that run up to
thousands of crores to compete with established firms to capture market
share
• For example, UltraTech's new Greenfield Unit has an investment of 1850
crores
• New Entrants also need to ensure the supply of quality raw materials like
limestone, gypsum, coal, slag, fly ash, etc.
• Major firms like ultra tech cement already have a cost-efficient supply chain
and an effective distribution network through their market dominance and
experience
• Many new entrants will buy a stake in a successful company instead of
building from scratch
• For example, Adani Group acquired ACC Ltd and Ambuja Cements from
Holcim and did not start their own enterprise to manufacture cement
The bargaining power of buyers is high
• The major buyers are retail consumers, government, or big engineering firms
• While infrastructure accounts for ~26-27% of the cement consumption in
India, Housing (both Urban and Rural) which also includes low-cost housing,
accounts for ~59-63% of the overall demand.
• There is little differentiation between UltraTech Cement and major firms like
ACC Ltd.
• The cost to switch from one brand to another is quite low since cement
manufacturing is standardized
• Big Engineering firms and sometimes the government, both central and state,
can set up their own cement manufacturing enterprises.
• This drives the demand down and puts pressure on the revenue and profit
margins for UltraTech Cement

The bargaining powers of suppliers are low

• Many cement manufacturers including UltraTech Cement have their own
mines to ensure a proper and efficient supply of raw materials
• The total reserves/resources of limestone of all categories and grades as per
NMI data based on the UNFC system as of 1.4.2015 have been estimated at
203,224 million tonnes, of which 16,336 million tonnes (8%) are placed under
the reserves category and 1,86,889 million tonnes (92%) are under remaining
resources category.
• Ultratech is one of the principal producers of limestone with mines in Andhra
Pradesh, Chhattisgarh, Gujarat, Himachal Pradesh, Karnataka, and Madhya
Pradesh
• The absence of a single big supplier and the company's own limestone mines
and various mines for other raw materials coupled with cheap imported
limestone (with an average import tariff of 4.1%) means the company has
more power in negotiating prices for raw materials

The threat of substitutes is moderate

• Some of the substitutes for cement are Fly Ash, Ground Granulated Blast
Furnace Slag,
• Silica Fume, Limestone fines, Gypsum Plaster, Cement Kiln Dust, Pozzolans,
Accrete, Alkali Activated Binders, and Reactive Powder Concrete have great
potential to substitute cement, but much research needs to be done to
ascertain their safety and cost-effectiveness.
• It is possible that Government will take aggressive actions to cut down
emissions.
• Cement manufacturing is one of the most significant contributors to global
warming, some government intervention will take place and the adoption of
cement substitutes will accelerate if the company does not switch to a greener
solution.
• UltraTech Cement is committed to producing net zero carbon concrete by
2050
• The company has already introduced Portland Pozzolana Cement and
UltraTech Premium to combat the dependency on Portland cement.
 INTERNAL ANALYSIS

Company Background

• UltraTech Cement is the world's largest cement manufacturer. It has a capacity

of 116.75 MTPA, making it the world's third largest producer outside China. It
contains 18 integrated plants, one clinkersation unit, 25 grinding units, and
seven bulk terminals.

• UltraTech Cement is a Grasim Industries subsidiary. It also has eight additional

subsidiaries in India and throughout the world.

• It was founded in 2004 as a subsidiary of L&T to assure the supply of cement

to their successful infrastructure segment, but in 2004 it was sold to the Aditya
Birla Group. It was the largest acquisition in the country at the time.

• It began to thrive under Aditya Birla Group by releasing new goods and
developing unique solutions for every available target market.

• The firm launched a unique solution for independent house builders called
UltraTech Building Solutions. This is unique in the cement business.

• The business has announced a Rs 5477 CAPEX to increase its present capacity
of 110 MMT to 130 MMT. This guarantees that the firm can successfully
counteract any competition that may occur as a result of MNCs entering the
industry.
Performance Till Date

Revenues (2018-22)
(in Cr.)
60000
50663
50000
39998
40000
43188
40649
30000
29790
20000

10000

0
Jan-18 Jan-19 Jan-20 Jan-21 Jan-22

UltraTech Cement Limited has increased its revenues from Jan,2018 (Rs.
29,790 crores) to Jan,2022(Rs. 50,663 crores) by 70%

Profit After Tax (2018-22)

(in Cr.)
7066

5455

5506

2456

2455

Jan-18 Jan-19 Jan-20 Jan-21 Jan-22

UltraTech Cement Limited has increased its profit after tax from March,2018
(Rs. 2,456 crores) to March,2022(Rs. 7,066 crores) by 188%
SCOPE OF OPERATIONS
• By FY25, it is anticipated that India, which has the 2nd-largest cement industry
in the world, would grow its capacity by 80 to 100 million tonnes. In addition,
it is projected that there would be a significant rise in per capita consumption
due to increasing investment on housing and infrastructure.

• The Company can take advantage of chances in the economy with the
quickest rate of growth because to its strong position and capabilities.

• The pandemic's lingering issues have no impact on India's long-term

economic prospects, and we're well enough to offer emerging nation building
answers. According to projections, the cement business is primarily driven by
three demand factors: urbanisation, rural housing, and infrastructure
improvement. The Prime Minister's ambition for expanding the country would
be further supported by investment projects in roads, railroads, the metro,
airports, and ports.
 SWOT ANALYSIS

STRENGTHS
• Multiple consumer segments - Individual house owners, engineers, and
channel partners like dealers & retailers.
• Ultratech has wide range of product offering to penetrate different
customer segments - UltraTech TILEFIXO, UltraTech MICROKRETE, UltraTech
FLOORKRETE, Ultratech seal and dry, UltraTech Powergrout, UltraTech
READIPLAST, UltraTech FIXOBLOCK, UltraTech XTRALITE.
• Ultratech being a big name in the business allows them to charge a premium
on their products compared to their competitors
• Ultratech cement offers a variety of product mix choices to its clients,
including Portland Pozzolana cement, Ordinary Portland Cement, Portland
blast slag cement, white cement, and grey cement.
• High profit margins compared to peers

WEAKNESSES
• Low investment in research and development related to customer-oriented
services can give competitors advantage in near future
• Declining marginal revenue of the cement
• To stop competitors from imitating the business model of the company it
needs to build a platform model that can integrate supplier, vendor and end
user.
• The high turnover of workers at lower levels is another issue for UltraTech
Cement. To retain the talent within the company, it may result in greater
wages.
• The capital goods industry's business model has been drastically impacted by
the internet and artificial intelligence, and because the dealer network is
becoming less important, UltraTech Cement must create a new, more reliable
supply chain network. Building a new supply chain and logistics network will
cost more money
• The profitability of UltraTech Cement is under strain due to declining per unit
revenue and decreased competition in the Construction - Raw Materials
sector.
OPPORTUNITIES
• It should enter the developed market by Mergers and acquisitions. As the US
economy is growing more quickly than any other developed economy,
UltraTech Cement will have the chance to enter the US market. The skills
necessary for UltraTech Cement to compete in the US market are currently in
place.
• Unorganized players find it challenging to compete in the Construction - Raw
Materials sector due to rising government requirements. This may give
UltraTech Cement a chance to grow its customer base.
• It should do worldwide branding activities that would help the brand grow.

THREATS
• Mergers and acquisitions involves high risk, so it should be careful while
entering new market
• In emerging nations, especially China, the legal environment for intellectual
property rights is not very robust. One of the biggest threat of tie-up with the
local players in the export market for UltraTech Cement is threat of losing IPR
• Saturation in metropolitan markets and stagnation in rural markets. The slow
rate of product uptake in rural markets is one of the causes. Due to the great
distances and poor infrastructure, serving rural clients is more expensive for
UltraTech Cement than serving urban consumers.
• Lack of skilled human resources - Given the significant staff turnover and
growing reliance on creative solutions, UltraTech may soon have problems
with a lack of professional human resources.
 PROPOSED GROWTH PATH

Market Penetration:
• UltraTech should use their channels and new age mediums like YouTube,
Facebook, Instagram, etc, to increase brand awareness among the young
generation who will grow up to buy cement for their house or a young
engineer who will be influential in the decision-making process by insisting
that they are the “India’s No 1 Cement” and they are the “Engineer’s choice”.
• It can also provide support by expanding UltraTech Home Builder and offering
various technical courses to new individual builders to drive the point that
they care about their final consumer.
• This kind of consumer interaction can be directly converted to brand loyalty
• UltraTech can create a sub-brand and sell environmentally friendly cement
offerings in a lower price range compared to its premium offerings.
• This can create a new market for consumers who do not have the necessary
purchasing power to buy their environmentally friendly premium offerings
• It leverages the power of the parent Company, Aditya Birla by offering its
products with the products of other business.
• For example, UltraTech Cement can offer discounts to consumers who have
been sanctioned Home Loans to build their new home.

Market Development:
• Ultratech should enter a newer and underdeveloped market that contributes
to their bottom line in the future
• They set up new distribution channels in these new and underdeveloped
markets with huge potential like Kenya
• This could potentially increase their global presence and fund the expansion
of the company.

Product Development:
• UltraTech should act on the tagline “Engineer’s Choice” by offering premium
but also environmentally sustainable products to denote the new era of
engineering where projects are constructed while keeping the environment in
mind.
• This increases the likelihood of government and commercial players
purchasing the product from the company to look environmentally friendly
 STP STRATEGY

Market segmentation is concerned with the prospective categorization of clients into

homogeneous groups in response to specific features of the marketing mix.

Based on B2C consumer behaviour and firmographics for B2B consumers, the
cement market can be divided into two primary segments:

Behavioural Segmentation:

• They are retail consumers

• Individual home builders who buy cement for their own use and dealers who
sell the commodity to customers make up the retail market.
Firmographic Segmentation:
• Individual home builders who buy cement for their own use and dealers who
sell the commodity to customers make up the retail market.
• Based on behavioural and purchasing patterns, private players can be further
classified as builders and promoters, large and small contractors,
manufacturers, and expanding businesses.
Targeting:
• Total cement consumption in India is expected to be 379 MT in 2022.
• While infrastructure consumes 26-27% of cement in India, housing (both
urban and rural), including low-cost housing, consumes 59-63% of total
demand.
• Due to increased urbanisation and increased demand for commercial
properties, present housing is predicted to grow at a much faster rate.
• Instead of depending on distributors to advertise the product, UltraTech
Cement can directly target individual home builders.
• UltraTech Cement should be able to target both government and private
players directly
Positioning:
• UltraTech should position itself as the cement of the future with the tagline
“Cement of the future, by the future and for the future”
• UltraTech should also position itself in the minds of the consumer that they
are not in the business of selling cement but by providing hope and trust that
any structure built using their product will last for a long time
• It should be made aware that they have a product segment (UltraTech
Premium) for environmentally conscious consumers
• It should also advertise its Ultra Home solutions to bring out the fact that they
care about their final small, individual consumer as much as the big
consumers like contractors, government, etc,
PLAIGARISM
REPORT
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https://news.climate.columbia.edu/2012/05/09/emissions-from-the-cement-industry/

https://economictimes.indiatimes.com/news/india/india-set-to-update-its-2030-climate-targets-
under-paris-agreement/articleshow/87098192.cms

https://ibm.gov.in/writereaddata/files/03202018145745Limestone_AR_2017.pdf

https://en.wikipedia.org/wiki/UltraTech_Cement