A PROJECT REPORT

ON

DESH BHAGAT INSTITUTES OF MANAGEMENT

AND COMPUTER SCIENCE
AMLOH ROAD MANDI GOBINDGARH (PB)
 Effective sale promotion in cement
Industry in Patiala region

Submitted To: Submitted By:

H.O.D. Manoj Kumar
Department of Management Roll no.: - 29
DBIMCS, Mandi Gobindgarh MBA IIIrd Sem.
 DECLARATION

I, Manoj Kumar, student of MBA do hereby declare that the training

report entitled “Effective sale promotion in cement Industry in Patiala
region” submitted in the partial fulfillment of the requirement of the degree
of Master of Business Administration, is my original work and it has not
been submitted to any other university or institution in part or full for any
award of degree or diploma.

(Manoj Kumar)
ACKNOWLEDGEMENT

The Project entitled “Effective sale promotion in cement industry in Patiala

region” is an outcome of my research.

For the completion of this project, I got an opportunity to express my

acknowledgement and deep sense of gratitude to the following personalities for
rendering their valuable assistance and guidance that helped me to complete my
project report successfully.

First & Foremost, I am indebted to and would like to express my sincere gratitude
towards my project guide Mr. Surinder Bhatia for extending his kind support &
guidance and thus helping me in the execution and the preparation of the project
and for improving my understanding of statistical techniques which I used in
persuasion of my project report, as well as, helped me to determine, assess and
understand the conceptual framework and theoretical underpinning within the
scope of study. Without his active support and help, this project could not have
been completed.
I am also thankful to Mr. Vivek Jain (TSM) for giving me the opportunity to take
his kind support and other staff members Mr. Pankaj, Mr. Nirpal, Mr. Rajneesh
Sharma for their kind co-operation, encouragement & environment that played a
vital role at every step of my project completion.

Last but not least, I m also grateful to respondents for parting their valuable time
to make this project a success.

Manoj Kumar
 PREFACE

Master of Business Administration is a stepping-stone to the management

career. In order to achieve practical positive and concrete results, the
classroom learning needs to be effectively collaborated with the realities of
the situation exit in real corporate world. I have great pleasure in research
project, which is essential partial fulfillment of M.B.A.
It provides the basic skill required to perform the survey and
statistics tool needed to analysis the data. Research project is an integral
part curriculum and its purpose is providing the students with the practical
exposure of today changes scenario. It helps in the development of the
practical skill and analytical skill and analytical thinking process.
This research project is based on “Effective sale promotion in cement
industry in Patiala region”.
CERTIFICATE

This is to certify that Mr. Manoj Kumar, final year student of M.B.A his
worked on the research project entitled “Effective sale promotion in cement
industry in Patiala region” under my supervision . He has showed a
tremendous zeal, working spirit and enthusiasm towards this project.
I certified that this research work is original and have the
requisite standard of an M.B.A student . Therefore I recommend the same for
evaluation.
I wish him all the best in his future endeavors.

Vivek Jain
Territory sales Manager
Grasim Industries Ltd. Patiala
 Table of Contents

S. No. CHAPTER Page No.

1. DECLARATION i

2. ACKNOWLEDGEMENT ii

3. PREFACE iii

4. CERTIFICATE 1

5. TABLE OF CONTENTS 2

6. PROJECT OVERVIEW 4

7. INDIAN CEMENT INDUSTRY-AN OVERVIEW 6

8. WHAT IS CEMENT?
 Different Types of Cement 7

9. INDIAN CEMENT INDUSTRY 16

 REGION WISE CAPACITY 22

10. COMPANY PROFILE 28

 THE ULTRATECH ADVANTAGE 34

 AWARDS FOR ULTRATECH

11. SALE PROMOTION 42

12. RESEARCH METHODOLOGY 43

13. DATA ANALYSIS, PRESENTSTION ,

INTERPRETATION

14. CONCLUSION 59
 Project Overview

Through cement is a core product but due to rise in competition in market as new

entrants have entered in the market and competition has increase. So it was

found to be very important for the company (ULTRATECH):

 To find out the Effective sale promotion in cement industry existing dealer /

retailers

 To know the other companies strategy to increase sale.

As all these factors are very important to fulfill the Project.

INDIAN CEMENT INDUSTRY-AN OVERVIEW

Cement production commenced in India as early as 1914. The first cement unit
was set up at Porbandar in 1914 with a capacity of 1,000 tones per annum.
Cement is the preferred building material in India. It is used extensively in
household and industrial construction. Earlier, government sector used to
consume over 50% of the total cement sold in India, but in the last decade, its
share has come down to 35%. Rural areas consume less than 23% of the total
cement. Availability of cheaper building materials for non-permanent structures
affects the rural demand.

Demand for cement is linked to the economic activity in any country. Broadly, it
can be categorized into demand for housing construction (homes, offices etc.)
and infrastructure creation (ports, roads, power plants etc). The real driver of
cement demand is creation of infrastructure; hence cement demand in emerging
economies is much higher than developed countries where the demand has
reached a plateau. In India too, the demand for cement will be affected by
spending on infrastructure (including housing).

With the boost given by the government to various infrastructure projects, road
network and housing facilities, growth in the cement consumption is anticipated
in the coming year. The favorable housing finance environment is expected to
fulfill the vast housing requirements, both in rural and urban areas. The increase
in infrastructure projects by the government coupled with the construction of the
Golden Quadrilateral and the North-South and East-West corridor projects have
led to an increase in consumption of cement. This increase is expected to
continue in the future. The reduction in import duties is not likely to affect the
industry as the cement produced is at par with the international standards and
the prices are lower than those prevailing in international markets. The graph
below show the consumption of cement in different areas of housing,
infrastructure and industries.

WHAT IS CEMENT?
Cement is a mixture of limestone, Clay, Silica and Gypsum. It is a fine powder
which when mixed with water sets to a hard mass as a result of hydration of the
constituent compounds. It is the most commonly used construction material.
Cement is manufactured by burning a mixture of limestone and Clay at high
temperatures in a kiln, and then finely grinding the resulting clinker along with
Gypsum. The end product thus obtained is called Ordinary Portland Cement
(OPC).

Definition: Cement is a powdery type substance made from a mixture of earth’s

materials such as limestone and shale, which is sintered (cause to become solid

mass by heating without melting), ground, and mixed with small amounts of

calcium sulphate and calcium carbonate. Cement is activated by water and when

mixed with gravel and sand, forms concrete.

A building material that is a powder made of a mixture of calcined limestone and

clay; used with water and sand or gravel to make concrete and mortar.

Cement is usually grey in colour, but white cement can be obtained.

A building material that is a powder made of a mixture of calcined limestone and

clay; used with water and sand or gravel to make concrete and mortar

Something that hardens to act as adhesive material

Different Types of Cement

There are different varieties of cement based on different compositions according
to specific end uses, namely Ordinary Portland Cement, Portland Pozolona
Cement, Portland Blast Furnace Slag Cement, White Cement and Specialized
Cement. The basic difference lies in the percentage of clinker used.

1. Ordinary Portland cement (OPC):

 OPC, popularly known as grey cement, has 95% clinker and 5% of Gypsum
and other materials. It accounts for 70% of the total consumption. White
cement is a variation of OPC and is used for decorative purposes like
rendering of walls, flooring etc. It contains a very low proportion of iron oxide.
Ordinary Portland cement is the most commonly used cement for a wide
range of applications. These applications cover dry-lean mixes, general-
purpose ready-mixes, and even high strength pre-cast and pre-stressed
concrete.

2. Portland Pozolona Cement (PPC):

 Portland pozzolana cement is Ordinary Portland Cement blended with

pozzolanic materials (power-station fly ash, burnt clays, ash from burnt plant
material or Siliceous earths), either together or separately. Portland clinker is
ground with Gypsum and Pozzolanic materials which, though they do not
have cementing properties in themselves, combine chemically with Portland
cement in the presence of water to form extra strong cementing material
which resists wet cracking, thermal cracking and has a high degree of
cohesion and workability in concrete. PPC has 80% clinker, 15% pozolona
and 5% gypsum and accounts for 18% of the total cement consumption. It is
cheaply manufactured because it uses fly ash/burnt clay/coal waste as the
main ingredient. It has a lower heat of hydration, which helps in preventing
cracks where large volumes are being cast.

3. Portland Blast Furnace Slag Cement (PBFSC):

 PBFSC consists of 45% clinker, 50% blast furnace slag and 5% Gypsum and
accounts for 10% of the total cement consumed. It has a heat of hydration
even lower than PPC and is generally used in construction of dams and
similar massive constructions. Portland blast-furnace slag cement contains up
to 70 per cent of finely ground, granulated blast-furnace slag, a nonmetallic
product consisting essentially of Silicates and Aluminum-silicates of Calcium.
Slag brings with it the advantage of the energy invested in the slag making.
Grinding slag for cement replacement takes only 25 per cent of the energy
needed to manufacture Portland cement. Using slag cement to replace a
portion of Portland cement in a concrete mixture is a useful method to make
concrete better and more consistent. Portland blast-furnace slag cement has
a lighter colour, better concrete workability, easier finish ability, higher
compressive and flexural strength, lower permeability, improved resistance to
aggressive chemicals and more consistent plastic and hardened consistency.

4. White Cement:

 White Portland cement has essentially the same properties as gray cement,
except for color, which is a very important quality control issue in the industry.
It is manufactured using fuel oil (instead of coal) and with iron oxide content
below 0.4% to ensure whiteness. Special cooling technique is used. It is used
to enhance aesthetic value, in tiles and for flooring. White cement is much
more expensive than grey cement.

5. Specialized Cement:
 Oil Well Cement: is made from clinker with special additives to prevent any
porosity.
 Rapid Hardening Portland cement: It is similar to OPC, except that it is
ground much finer, so that on casting, the compressible strength increases
rapidly.
 Water Proof Cement: OPC, with small portion of calcium stearate or non-
saponifibale oil to impart waterproofing properties.

INDIAN CEMENT INDUSTRY

The Indian Cement industry is the second largest cement producer in the world,

with an installed Capacity of 198.30 million tones as on 31st March, 2008. The

industry has undergone rapid technological up gradation and Vibrant growth

during the last two decades, and some of the plants can be compared in every.

Respect with the best operating plants in the world. The industry is highly energy

intensive and the Energy bill in some of the plants is as high as 60% of cement

manufacturing cost. Although the newer plants are equipped with the latest state-

of-the-art equipment, there exists substantial Scope for reduction in energy

consumption in many of the older plants adopting various energy Conservation

measures.

The Indian cement industry is a mixture of mini and large capacity cement plants,

ranging in unit Capacity per kiln as low as 10 tpd to as high as 7500 tpd. Majority

of the production of cement in the country (94% ) is by large plants, which are

defined as plants having capacity of more than 600 tpd. At present there are 124

large rotary kiln plants in the country.

The Ordinary Portland Cement (OPC) enjoys the major share (56%) of the total

cement production in India followed by Portland Pozzolana Cement (PPC) and

Portland Slag Cement (PSC). A positive trend towards the increased use of

blended cement can be seen with the share of blended cement increasing to

43%. There is regional imbalance in cement production in India due to the

limitations posed by raw material and fuel sources. Most of the cements plants in

India are located in proximity to the raw material sources, exploiting the natural
resources to the full extent. The southern region is the most cement rich region

while other regions have almost same cement production capacity.

The Indian cement industry is about 90 years old and its main sources of energy

are thermal and electrical energy. The thermal energy is generally obtained from

coal, and the electrical energy is obtained either from grid or captive power plants

of the individual manufacturing units.

 State wise Capacity

As cement is a low value commodity, freight costs assume a significant

proportion of the final cost. Transporting costs render the prices of cement in
distant destinations uncompetitive. For instance, it is financially infeasible to
transport cement by road over 250 kms. Railways are mostly used to transport
cement over longer distances. Therefore, manufacturers tend to sell cement at
the nearest market first and sell in distant markets only if additional realization is
greater than freight costs incurred. This is the reason for showing regional
demand rather than state demand in case of cement.

Region wise Capacity (as on 31 March, 2008)

 The Indian cement industry has to be viewed in terms of five regions:-

 North (Punjab, Delhi, Haryana, Himachal Pradesh, Rajasthan,
Chandigarh, J&K and Uttranchal);

 West (Maharashtra and Gujarat);

 South (Tamil Nadu, Andhra Pradesh, Karnataka, Kerala, Pondicherry,

Andaman & Nicobar and Goa);

 East (Bihar, Orissa, West Bengal, Assam, Meghalaya, Jharkhand and

Chhattisgarh); and

 Central (Uttar Pradesh and Madhya Pradesh).

(as on 31 March, 2008)

Northern Region Million Tonnes (%)

Punjab
4.75 (2.40)
Delhi
0.50 (0.25)
Haryana
2.47 (1.25)
Himachal Pradesh
6.20 (3.13)
Rajasthan
32.35 (16.31)
J&K
0.20 (0.10)
TOTAL
46.47 (23 %)
West
Maharashtra
13.10 (6.61)
Gujarat
18.74 (9.45)
TOTAL
31.84 (16%)
South
Tamil Nadu
18.23 (9.19)
Andra Pradesh
29.37 (14.81)
Karnataka
13.62 (6.87)
Kerala
0.62 (0.31)
TOTAL
61.84 (31%)
East
Bihar
1.00 (0.50)
Orissa
3.76 (1.90)
West Bengal
5.33 (2.69)
Assam & North Eastern state
1.75 (0.88)
Jharkhand
5.14 (2.59)
Chattisgarh
12.01 (6.06)
TOTAL
28.99 (16%)
Central
U.P.
8.27 (4.17)
M.P.
19.89 (10.03)
TOTAL
28.16 (14%)

South accounts for 31% of cement production capacity of the country, North
accounts for 23% of the total production capacity. West accounts for 16% of the
total production capacity.. East and Central Regions account for 16% and 14% of
the total production capacity of the country respectively. Indias top three cement
prodution capacity states are: -

Rajasthan 16%

Andra Pradesh 15%

M.P. 10%

Trade between these regions is on a very low scale mainly because of the
transportation bottlenecks and uncompetitive cost of transportation. The
Southern region dominated the cement consumption at 48.14 mn tonnes in FY
07-08, accounting for about 32% of total domestic cement consumption.

Company Profile
UltraTech Cement

UltraTech Cement Limited has an annual capacity of 18.2 million tonnes. It manufactures and
markets ordinary portland cement, portland blast furnace slag cement and portland pozzalana
cement. It also manufactures ready mix concrete (RMC).

UltraTech Cement Limited has five integrated plants, six grinding units and three terminals — two
in India and one in Sri Lanka.

UltraTech Cement is the country’s largest exporter of cement clinker. The export markets span
countries around the Indian Ocean, Africa, Europe and the Middle East.

UltraTech is the second largest cement manufacturer in India. It is the part of

Aditya Birla group and is subsidiary of Grasim. The company is the largest
exporter of cement and clinker from India. UltraTech has a presence in the west,
south, north and east. The western and southern regions are its major markets.
The company exports both clinker and cement.. With UltraTech Cement, the
Aditya Birla Group has established itself as not only the most respected domestic
player but also among the global leaders in cement.
Aditya Birla group’s cement capacity:
Currently, the Aditya Birla Group is the 11th largest cement producer in the world
and the seventh largest in Asia and Ultra Tech and Grasim together, make it the
largest cement producer in India.

The group mainly has two cement units – Grasim and Ultra tech.

Grasim Cement

Grasim ventured into cement production in the mid 1980s, setting up its first cement plant at
Jawad in Madhya Pradesh and since then it has grown to become a leading cement player in
India.

Leveraging the strong equity and goodwill of the house mark, the company has a strong national
brand UltraTech cement under the Aditya Birla Group logo. Grasim is also nurturing some
regional brands like Vikram Cement and Rajashree Cement.

Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks among India's
largest private sector companies, with consolidated net turnover of Rs.184 billion and a
consolidated net profit of Rs.29 billion (FY2009).

In cement, Grasim along with its subsidiary UltraTech Cement Ltd. has a capacity of 41.6 million
tpa and is a leading cement player in India. In July 2004, Grasim acquired a majority stake and
management control in UltraTech Cement Limited. One of the largest of its kind in the cement
sector, this acquisition catapulted the Aditya Birla Group to the top of the league in India.

Cement

16.75 million tpa

Grey cement
Ready-mix concrete 5.6 million cubic metres
White cement 475,000 tpa
Grasim, on the other hand, manufactures grey, white cement and Ready-mix
concrete. In grey cement, the company has the capacity to manufacture 16.75
mtpa. And White cement capacity of manufacture 475,000 tpa.And Ready-mix
concrete manufacturing capacity is 5.6 million cubic metres.

Grasim and Ultra Tech together have a cement capacity of 31.20 mtpa. And
when the B K Birla cement companies also come into the fold, the Aditya Birla
group would have a cement capacity of 37.86 mtpa, making it clearly the largest
cement maker of India.

The Aditya Birla Group bought over the cement business of L&T for around Rs.
2,200 crore. L&T allowed its name to be used for about a year. Then from 19 th
November 2003,the name was changed to ultra tech cemco.This name also
didn’t last for long and finally the ultra tech cemco was changed to Ultra Tech
cement. These stages of evolution of ultra tech cement are listed below:
2001
:: Grasim acquires 10 per cent stake in L&T. Subsequently increases stake to
15.3 per cent by October 2002
:: Durgapur grinding unit

2002

The Grasim Board approves an open offer for purchase of up to 20 per cent of
:: the equity shares of Larsen & Toubro Ltd (L&T), in accordance with the
provisions and guidelines issued by the Securities & Exchange Board of India
(SEBI) Regulations, 1997.
:: Grasim increases its stake in L&T to 14.15 per cent
:: Arakkonam grinding unit

2003
:: The board of Larsen & Toubro Ltd (L&T) decides to demerge its cement
business into a separate cement company (CemCo). Grasim decides to
acquire an 8.5 per cent equity stake from L&T and then make an open offer
for 30 per cent of the equity of CemCo, to acquire management control of the
company.
2004
:: Completion of the implementation process to demerge the cement business of
L&T and completion of open offer by Grasim, with the latter acquiring
controlling stake in the newly formed company UltraTech

2006
Narmada Cement Company Limited amalgamated with UltraTech pursuant to
a Scheme of Amalgamation being approved by the Board for Industrial &
Financial Reconstruction (BIFR) in terms of the provision of Sick Industrial
Companies Act (Special Provisions)

THE ULTRATECH ADVANTAGE

UltraTech Cement Ltd is one of the largest premium quality cement producer in
India. UltraTech Cement is manufactured in the state of the art dry process plant
at Tadipatri (Andhra Pradesh) and grinding unit at Arakkonam (Tamil Nadu).
Advanced instrumentation systems, computerized process control and online
quality control through X-ray ensure consistently high quality product at UltraTech
Cement plant. The quality of UltraTech Cement has been globally accepted and
is India's largest exporter of clinker and cement.
UltraTech Cement due to its consistently superior quality has become the first
choice amongst discerning users and construction professionals.

Raw Material:
Careful selection and scientific proportioning of raw material with the use of latest
technology enables manufacturing of high quality cement. Rigorous hourly tests
are conducted on raw material. Laboratories at all plants are equipped with
sophisticated facilities.

World Class process Technology ensures Quality and Consistency :

Quality Assurance is an integral part of Ultra Tech’s manufacturing philosophy.
The quality attributes are consistently ensured through rigorous application of
advanced technology. Key features include:
 Use of good quality limestone and careful selection of other raw material
 Computerized mining operation and homogenization of crushed limestone
 Perfect proportioning of raw materials by QCX ( Quality Control through X-
ray )
 Online process control through CCR ( Computerized Control Room )
 High-quality clinkerisation and close-circuit grinding for optimum particle
size distribution
UltraTech Cement plants have been accredited with ISO 9001, 14001, 18001
Certifications by DNV of Netherlands
Distinct Features:
 Higher Compressive strength
 Optimal fineness
 Balanced physical and chemical properties
 Optimal setting time
 Consistency in quality
 Low-level of Chloride
 High-soundness

Advantages:
 Higher workability
 Lower consumption
 Enhanced durability
 Quicker construction
 Overall economy

Customer Care and Guidance:

UltraTech Cement offers customers a range of "product plus" services. A full-
fledged Technical Services Network has been set up exclusively for technical
advice and guidance in usage of cement
UltraTech Cement is marketed nationwide through large network of stockist's,
sales officers and representatives. Cement dumps have also been established at
strategic locations to facilitate faster delivery of cement.

Value Added Services :

 Mobile concrete lab services ( Concrete cube testing facilities )
  Training Programmes for masons, site supervisors on good construction
practices
 Field visits by qualified civil engineers
 Educating individual house builders on various aspects of building material
and construction
 Non-destructive testing of concrete
 Any other customer specific services

Applications :
1. All Kinds of constructions including precast and prestressed concrete,
masonry works
2. Slip form constructions
3. Rehabilitation and retrofitting works
4. Cement based products such as pipes, tiles, blocks, poles,etc.
5. Roads, runways, bridges and flyovers
6. Water retaining structures

AWARDS FOR ULTRATECH

Export awards
Worldwide, clients have consistently endorsed Ultra Tech’s highest quality
standards. The list of export awards it has won is testimony to Ultra Tech’s
uncompromising standards on product quality. Ultra Tech has been on the roll call
of top exporters of the Chemicals & Allied Products Export Promotion Council
(Capexil), year after year.

Ultratech won the Capexil Certificate of Export Recognition - Top Exporter -

Cement, Clinker, Asbestos and Cement Products for the years 2000, 2002 and
2003.

Other awards that have come its way have included:

Year Award
Capexil Certificate of Export Recognition - Highest Export in
2001 and 1999
Non-mineral Sector
Capexil Certificate of Outstanding Export Performance -
1999
Chemicals & Allied Products (for Portland cement)
Capexil Certificate of Export Recognition - Top Exporter-
1998
Cement, Asbestos, Cement Products
1998 Certificate of Outstanding Export Performance, Gujarat state
Capexil Certificate of Export Recognition - Certificate of Merit for
1997
Export Achievement in Cement and Clinker

National awards won by Awarpur Cement Works

Year Award
Indo-German Greentech Environment Excellence Awards by the
2000-2001
Greentech Foundation, New Delhi
 Business / Trade Award Jamanalal Bajaj Uchit Vyavahar
1999-2000
Purashkar
1999 ISO 14001 Certification By M/S Det Norske Veritas in November
ISO 9001 Certification By M/S Der Norske Veritas
1996
FIMI National Social Awareness Awards
1995-96 FIMI National Social Awareness Awards
Indira Priyadarshini Vrikshmitra (IPVM) National Award By Ministry
1995
of Environment & Forests, Goverment of India
Special Gold Award By The Council of Industry & Trade
1994-95
Development for Quality
Delhi Commendation Certificate - Rajiv Gandhi National Quality
1994
Award By Bureau of Indian Standards

Awards won by Gujarat Cement Works:

Year Award
Bhartiya Udyog Ratan Award presented to Sh. KYP Kulkarni By
2004 Indian Economic Development & Research Association (IEDRA),
New Delhi
Greentech Gold Safety Award By Greentech Foundation, New
2002-2003
Delhi
Gujarat State Safety Award By Gujarat Safety Council (GSC),
2002
Vadodara
Greentech Environment Excellence Award By Greentech
2001-2002
Foundation, New Delhi
Awards for Excellence in "Industrial Relations" By Federation of
2001
Gujarat Industries (FGI), Vadodara

Awards won by Andhra Pradesh Cement Works:

Year Award
State and Zonal level I prize for overall performance in Mines
2004-2005
safety
2003-2004 Energy efficient unit award from CII
2002-2003 Energy Conservation Award from PCRA
 Excellence Award in Water Conservation & Pollution Control by
APPCB
Gold medal for Six Sigma Project on Optimisation of
Compressed air energy at HIMER National Conference
FIMI environment award for mines
Award for six sigma project on reduction in specific fuel
consumption at NIQR
2001-2002 Energy efficient unit award from CII
Best rural development effort award from FAPCCI
Appreciation award from NSC for achieving OHSAS-18001

Awards won by Hirmi Cement Works:

Year Award
2001-2002 Environment Energy Foundation award for water conservation.
Fuller Energy award for reduction in specific power consumption
2001-2002
(KWH/T) per tonne of cement

ULTRATECH CEMENT EXPORTS

UltraTech Cement recently bagged an award for being the highest exporter of the
year from CAPEXIL for the eighth time in a row for its sterling performance. A
leading cement exporter, its plants have also received various awards for
environment protection, social awareness, safety and management of better
industrial relations.
The company has been credited with boosting its exports of cement and clinker
last year by 25 per cent to 4 million tonnes from 2.8 million tonnes in 2005-2006.
stringent quality control and testing in the best laboratories ensure that cement
and clinker produced from its plants conform to and surpass international
standards. The laboratory is equipped to test cement as per ASTM, British and
Euro standards. All the plants are ISO 9001 certified for the latest production
process and 14001 certified for environmental management. The cement plant in
Gujarat has an additional OHSAS 18001 certification as well for occupation
hazards and safety parameters.
The company has a captive jetty at the Gujarat plant. The jetty length of 337
meters and width of 23 meters is capable of handling ships of 45,000 DWT with
11 meters draft. Loading of cement and clinker onto the ship is carried out by a
ship loader, which is fed by a four km long conveyor belt that connects the plant
to the jetty. UltraTech Cement is the first and only Indian cement company to
obtain an EC certification for this plant. The accreditation, given by Bureau
Veritas, is a pre-requisite to supply cement to EC member countries. UltraTech is
one of the few Asian cement companies to receive this recognition. The export
markets span countries around the Indian Ocean, Africa, Europe and the Middle
East.
The Hirmi Cement Works in Chattisgarh and the Jharsuguda Cement Works in
Orissa make them ideal locations for export of cement and clinker to Nepal and
Bangladesh. With captive railway sidings to facilitate loading of railway rakes and
a high-tech production facility for cement and clinker, UltraTech Cement has
found wide acceptance in these neighboring countries
SALE PROMOTION

Sales promotion is different promotion, Sales promotion refers to those marketing

activities other than personal selling, advertisement and publicity, which stimulate
consumer purchasing and dealer effectiveness, such as displays, shows and
expositions, demonstrations and various non-recurrent selling efforts not in the
ordinary routine. Its purpose is to increase the desire of salesman, distributors
and dealers to sell a certain brand and to make consumers more eager to buy
that brand. This includes sales activities which supplement both personal selling
and advertising.

Sales promotion is only a part of promotion. Promotion includes sales promotion,

advertising, personal selling etc. Promotion helps to make all other marketing
activities more effective and efficient, but sales promotion helps only to sales
activity. Sales promotion may be done with the help of tools like displays,
exhibitions, free sample coupons, premium etc. Sales promotion acts as a link
between advertisement and personal selling.

Promotion is persuasive communication. It is a highly visible element in the

marketing mix. It tells the target customer product, price, and place. It tells also
known as marketing communication. Promotion consist of activities that facility
exchanges with target customers through persuasive communication to stimulate
demand."

According to Professor Philip kotler:“Promotion includes all the activities the

company undertakes to communicate and promote its products to the target
market.”

"In modern marketing the question is not whether to promote but rather what to
say, to whom and how often. A good product, an attractive price and an
accessible distribution must be supported by an effective promotion to satisfy
customer needs. Promotion activity include advertising, sales promotion, public
relation, and direct marketing. Promotion can also be viewed as the management
of the customer buying process of pre-purchase, purchase and post purchase."

FUNCTION OF PROMOTION:-

Promotion is a tool to influence target customer and to face competition. It

performs four functions:
 Information
 Persuasion
 Reminding
 Reinforcing
PROMOTION MIX

The promotion mix is the combination of advertising, public relations, sales

promotion, personal selling and direct marketing tools that help achieve
marketing objective

1. ADVERTISING: - Advertising in any paid form of nonpersonal communication

by an identified sponsor to promote product.

2. PUBLIC RELATION: -It refers to programmes designed to promote or protect

a company.

"image and products. Publicity is any unpaid form of communication through

media about an organization, its policies and products."

"3. PERSONAL SELLING: - personal selling is personal communication with

customers to persuade them to buy products. It permits interaction and
relationship building. Sales persons provide feedback about the market,
competitors and customers."

4. DIRECT MARKETING: - It is persuasion by manufacturer to specific

customers. The tools of direct marketing are:
1. Face to face selling
2. Mail
3. Catalogue marketing
4. Telephone
5. E-mail

"5. SALES PROMOTIONS: - Sales promotion has been increasing in popularity

as a tool. Marketers are using it aggressively. Sales promotion refers to short
term incentives to stimulate demand. It is used to create a stronger and quicker
purchase response. It can be directed at consumers, middleman and sales
personnel. It supplements advertising and facilitates personal selling."

"According to Professor William J. Stanton:- “Sales promotion refers to demand –

stimulating devices designed to supplement advertising and facilitate personal
selling. According to professor Philip kotler:- “Sales promotion consists of diverse
collection of incentives tools, mostly short term, designed to stimulate quicker
and or greater purchase of particular product /services by consumer or trade."

NATURE OF SALES PROMOTION:-

1. It is short term
2. It provides incentives
3. It aims at quicker response:
4. It is directed at target audience

OBJECTIVE OF SALES PROMOTION

1. Objective for consumer promotion:

(a) Encourage greater purchase volume
(b) Attract new customer
(c) Introduce new products

2. Objective for trade promotion:

(a) Carry and push new item
(b) Increase reseller’s inventories
(c) Attract new channel members
(d) Offset competitive promotion
(e) Better store display

3. Objective for sales force promotion

(a) Motivate sales force
(b) Support new product

METHOD OF SALES PROMOTION

Sales promotion methods differ according to the target audience. They can be
directed at consumer promotion, trade promotion, and sales force promotion.

(a) Consumer promotion method Free sample Coupons Rebates Premium Price
off Contests Display/Demonstration

(b)Trade promotion methods Free goods

Allowance Prices-off Sales contest Gift items Credit facilities Trade show

(c) Sales contests Trade shows and conventions Gift items Promotional kits
Bonus and commissions

Communication and promotion

Marketing communication involves, sharing of meaning, information, concepts,

about the products and services by buyers and sellers. Such communications are
conveyed with the help of advertisement, salesmanship and sales promotion. A
communication will be treated as effective only when it is properly responded by
the buyer. The communication must have identical meaning for both sender and
receiver. If the communication does not properly reach the receiver or the
message received is not the same as the message sent, then that will be called
Break down at the message stage. In the market communication, feed back
means a response, a reaction over the message sent back by a customer to the
sender. In the case of effective communication feed back will be always present.

Need for Product Promotion

a) To introduce a new product in the market.

b) To influence the public with the help of new uses of the product.
c) To increase the frequency of purchase by each buyer.
d) To encourage dealers to stock more goods.
e) To withstand in the competitive field.
f) To increase the sales by imparting special training to salesmen and by window
display.

Effects of Promotion

1. The present day market is very competitive due to the large number of rivals
and substitutes. With the help of promotion producer must create product
differentiation in the minds of consumers.
2. Promotion is very essential to communicate the use of the product and the
nature of the product to consumers and middlemen
3. Nowadays most of the consumers market their products in wider area and the
consumers are also very large in number. In such cases personal selling alone
cannot be used and so all the steps for promotion are to be followed.
4. During the periods of depression it is essential to maintain at least some
minimum market. Therefore it is very essential to use promotion.
 RESEARCH METHODOLOGY

OBJECTIVE OF THE RESEARCH/PROJECT

This project was undertaken for two main objectives was to carry out market
survey for knowing prevailing market condition of UltraTech In Patiala (PB)
The second objective was to study the sales and promotion activities undertaken
by UltraTech cement and other player in the market.
To attain these two objectives various other sub objective are needed to be
achieved. These are listed below.

 To analyze the market share of UltraTech Cement. To know the customers

preference for the brands of cement.
 To know the preference of retailer for sorting different brands of cement.
 To understand the effectiveness of various sales promotion activities of
cement.
 To know preference of retailers for different gift and incentives.
 To rank the cement companies in their sale promotion activities
 To know the effect of sale promotion on sale.
 To analyze the sales promotion activities of various brands.

The research process consists of a series of closed related activities. At times,

the first step determines the nature of last step to be undertaken. Why a
researcher study has been undertaken ,how the researcher problem has been
defined ,in what way and why the hypothesis has been formulated .What
particular methods has been adopted and a most of similar other questions are
usually answered when we talk of research methodology concerning a research
problem or study. The order, which has been followed, by me in the research of
the project conducted, is as follows:
Research Process

1. Formulating the Research Problem

The best way of understanding the problem is to discuss it with those
having some expertise in the matter. The topic of the research project was
studied thoroughly ,related to the project .The subject matter was
deliberated and discussed with my guide.
2. Determining the sample size
A sample design is a definite plan for obtaining a sample from a given
population .In order that the data collected may be representative of the
population ,it was decided to collect this information from a sample size of
110 dealers & retailers in Patiala region. In this random sampling method
is being used .I chose the sample was taken on the basis of probability
sampling.
3. Collection of Data
In this study the data was collected mainly through primary sources .In
primary sources we include.
3.1 Primary Data
For collecting first hand information primary data are used which
include either survey or observation method to collect information from
respective respondents. For the purpose of this study questionnaire
method of data collection has been used.
3.2 Secondary Data
The secondary data has been in regard to the introduction part of the
project which actually includes the information related to the Sale
promotion .The data was collected from different related books
,magazines and different sites.
4. Analysis and Interpretation
The responses of subjects were analyzed and data was interpreted to
provide meaningful understanding of the research problem.
5. Nature of data collection:
Sample size : 110
Primary sources of data : Dealers & Retailers
Area covered : Patiala region
Types of Questions : Closed ended /Open ended

6. Organizing the data

 Collected data are meaningless unless presented in proper manner to
make them useful in decision making. The data obtained is edited,
classified and put in as tabulated form to make it understandable.
7. Presentation
After collecting and analyzing the data, it is ready for presentation .There
are different modes of presentation including results charts ,diagram &
graphs etc. the main purpose of presentation is to put the collected into an
easy readable form.

8. Analysis of data
Having gathered the data, the researcher has to proceed towards drawing
conclusion by logical inference .At this stage, the data is in a tabulated
form and requires to be interpreted .Thus, analysis involves the refinement
and manipulation of data. It basically involves:
a).Bringing the raw data in to measured data.
b).Summarizing the data
c).Applying analytical methods to manipulate the data so that their
interrelations and quantitative meaning become evident.
d).Tools of analysis :Percentage method
Limitations of Research Project

1. The usable respondents were 110 such a sample size may not be
statistical significant to evaluate the findings due to scarcity of time and
the same could not be increased any further.

2. Sometimes the respondents do not want to disclose some relevant

information.

3. Unintended error on the part of respondents may have crop into the
research

4. Non-availability of authentic source of secondary data.

 Questionnaire

Counter Name ………………. Date …………..

Address ………………...................................................................
Contact No. ……………………

Q. 1 Which company’s cement are you selling ?

Ans.
UltraTech Ambuja Shree Ultra ACC JK JP Bangur

Q. 2 If UltraTech then what types of sale promotion help, are you

getting from the company ?
Ans. (A) Tech. helps (B) Mktg help (C) Giveaway
(D) Schemes (E) Advt. (F) POP

Q. 3 If other then what types of sale promotion help, are you getting
from the company ?
Ans. (A) Tech. helps (B) Mktg help (C) Giveaway
(D) Schemes (E) Advt. (F) POP

Q. 4 Which company’s T.V. advt. is best ?

Ans.
UltraTech Ambuja Shree Ultra ACC JK JP Bangur
Q. 5 What according to you is the best method of sale Promotion ?
Ans. …………………………………………………...

Q. 6 Rank promotion activities according to their effectiveness ?

Ans.
Company Rank
Give aways
Schemes
Boards & POP
T.V. Advt.

Q. 7 Give your ranking to the cement companies in their sale

promotion activities.

Company Rank
UltraTech
Ambuja
ACC
Shree Ultra
JK
JP
Bangur

Q. 8 How much effect of sale promotion on your sale ?

Ans. (A) No effect
(B) 1-10%
(C) 11-20%
(D) 21-30%
(E) More then 30%
Q. 9 Give some better suggestion for increase sale promotion that
you want.
Ans. …………………………………………………
…………………………………………………
 Q. Which company’s cement are you selling ?

UltraTech Ambuja Shree Ultra ACC JK JP Bangur

ANALYSIS, PRESENTSTION & INTERPRETATION 1: -

Dealers & retailers are selling cement: -

Company name No. of Respondents Percentage

UltraTech 81 74%
Ambuja 21 19%
Shree Ultra 09 8%
ACC 17 15%
JK 07 6%
JP 08 7%
Bangur 02 2%
 Dealers , sub-dealers & retailers are selling
cement brand
UltraTech
Ambuja
6% 7% 2%
Shree Ultra
15%
ACC
JK
8% 74% JP
Bangur
19%

Analysis & Interpretation: -

Obviously maximum Respondents are
exclusively loyal to single brand and some of the respondents are selling multi-
brands.

Q. If UltraTech then what types of sale promotion help, are you getting from
the company ?
(A) Tech. helps (B) Mktg help (C) Giveaways
(D) Schemes (E) Advt. (F) POP

ANALYSIS, PRESENTSTION & INTERPRETATION 2: -

Sample size of Respondents: - 81

Dealers are get help for sale promotion from UltraTech.

Name of Helps No. of Respondents Name of Helps No. of Respondents

Tech. Help 39 Mktg. Help 68

Giveaways 34 Schemes 50
Advt. 52 POP 32
 Dealers & retailers are get helps for sale promotion
from the UltraTech company

POP Tech. Help

40% 48%
Advt.
64%

Mktg. Help
84%
Schemes Giveaways
62% 42%

Tech. Help Mktg. Help Giveaways Schemes Advt. POP

Analysis & Interpretation: -

Maximum Respondents are getting two or
more then two types of sale promotion helps from the UltraTech Company.

Q If other then what types of sale promotion help, are you getting from the
company ?
(A) Tech. Help (B) Mktg help (C) Giveaway (D)
Schemes (E) Advt. (F) POP

ANALYSIS, PRESENTSTION & INTERPRETATION 3: -

Sample size of Respondents: - 64

Dealers & retailers are get help for sale promotion from other company: -

Name of Helps No. of help Name of Helps No. of help

Tech. Help 19 Mktg. Help 36

Giveaways 17 Schemes 19
Advt. 29 POP 30
 Other companies Respondents are
getting helps for sale promotion
Tech. Help
POP
30%
47%

Tech. Help
Mktg. Help
Mktg. Help
56% Giveaways
Advt. Schemes
45%
Advt.
POP
Schemes Giveaways
30% 27%

Analysis & Interpretation: -

Maximum Respondents are getting two or
more then two types of sale promotion helps from the Company.

Q. Which Company’s T.V. Advt. is best ?

UltraTech Ambuja Shree Ultra ACC JK JP Bangur

ANALYSIS, PRESENTSTION & INTERPRETATION 4: -

Sample size of Respondents: - 110

According to Dealers & retailers best T.V. Advt.

Company name No. of Respondents Percentage

UltraTech 77 70%
Ambuja 13 12%
Shree Ultra 06 5%
ACC 05 5%
JK 01 1%
JP 06 5%
Bangur 02 2%
Total 110 100%

Best T.V. Advt.

2%
1%5%
5%
5%

12%

70%

UltraTech Ambuja Shree Ultra ACC JK JP Bangur

Analysis & Interpretation: -

Obviously maximum Respondents, which are
about 70 percent, view UltraTech Company’s T.V. Advt is best.

Q. What according to you is the best method of sale Promotion ?

………………………………………………….……………

ANALYSIS, PRESENTSTION & INTERPRETATION 5: -

Sample size of Respondents: - 110

Best method of sale promotion: -

Method No. of Respondents Method No. of Respondents

Advt. 49 Schemes 42
Mktg. help 28 Tech. Help 21
POP 34 Giveaways 12
 Best method of sale promotion

Giveaways
11% Advt.
POP 45% Advt.
31%
Schemes
Mktg. Help
Tech. Help
Tech. Help
19% POP
Schemes Giveaways
Mktg. Help 38%
25%

Q Rank promotion activities according to their effectiveness ?

Company Rank
Give aways
Schemes
Boards & POP
T.V. Advt.

ANALYSIS, PRESENTSTION & INTERPRETATION 6: -

Sample size of Respondents: - 110

Ranking to sale promotion Activities: -

Company Rank 1 Rank 2 Rank 3 Rank 4

Give aways 05 11 18 74
Schemes 34 30 36 13
Boards & POP 14 47 28 10
T.V. Advt. 57 22 23 08
Total Rank 110 110 105 105
 Ranking to sale promotion activities
80 Rank 4
70 T.V. Advt.
Rank 1
60
Rank 2
50 Boards &
40
Rank 3 POP
30 Schemes
20
10 Giveaways
0
T.V. Advt. Boards & Schemes Giveaways
POP

Analysis & Interpretation: -

Respondents gives the Rank 1 for T.V. Advt. In the
sale promotion activities, Rank 2 for Boards & POP, Rank 3 for
Schemes and Rank 4 for Giveaways.

Q. Give your ranking to the cement companies in their sale promotion

activities.

Company Rank
UltraTech
Ambuja
ACC
Shree Ultra
JK
JP
Bangur

ANALYSIS, PRESENTSTION & INTERPRETATION 7: -

Sample size of Respondents: - 110

Respondents Rank the cement com. on the basis of the their sale promotional
activity: -
Company Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
UltraTech 84 23 02 01 00
Ambuja 11 44 35 06 07
ACC 03 20 37 24 04
Shree Ultra 04 00 05 07 16
JK 01 05 02 04 05
JP 05 18 20 42 09
Bangur 02 00 00 09 15
Total Rank 110 110 101 93 56

Respondents rank the cement com. on the

basis of their sale promotion activities.
Rank 1

UltraTech Rank 1

Rank 2 Ambuja Rank 2

Rank 4
Rank 3
ACC Rank 3

Rank 5 JP Rank 4

Shree Ultra Rank 5

UltraTech Ambuja ACC JP Shree Ultra

Rank 1 Rank 2 Rank 3 Rank 4 Rank 5
Analysis & Interpretation: -
Respondents give the Ranking to cement com.
On the basis of their sale promotion activities Rank 1 for UltraTech, Rank 2 for
Ambuja, Rank 3 for ACC, Rank 4 for JP and Rank 5 for Shree Ultra.

Q. How much effect of sale promotion on your sale ?

(A) No effect
(D) 1-10%
(E) 11-20%
(D) 21-30%
(E) More then 30%

ANALYSIS, PRESENTSTION & INTERPRETATION 8: -

Effect of sale promotion on sale: -

Effect (%) No. of Respondents
(A) No effect 02
(F) 1-10% 37
(G) 11-20% 45
(D) 21-30% 22
(E) More then 30% 04
 Effect of sale promotion on sale
4% 2%

No effect
20%

1-10% 34%

11-20%

21-30%

More then 30%

40%

Analysis & Interpretation: -

Most of the Respondents, If Company
Increase the sale promotion activities then Increase sale.

Q. Give some better suggestion for increase sale promotion that you
want.
…………………………………………………

ANALYSIS & INTERPRETATION 9: -

Sample size of Respondents: - 110

Suggestion for Increase sale: -

Increase Schemes 44
T.V. Advt. 41

Increase POP 10
Increase Mktg. Officer visits 07
No any suggestion 26
 Suggestion for Increase sale

20% Increase Schemes

35% T.V. Advt.

5% Increase POP

8% Increase Mktg officer

visits
No any Suggestion

32%

Analysis & Interpretation: -

Most of the respondents suggest that about
35% schemes are play vital role for increase sale.
 CONCLUSION

To attain the objective of the project detailed information was collected from the
market of Patiala. The market research has revealed many facts and figures
about the cement scenario in the market prevailing.

From dealers & retailers analysis it can be concluded that the quality of product
and packaging is good. Dealers rate the promotional activities of the company
as good and are satisfied by the company promotional policies and thus they
have loyalty towards the company.
They want some extra schemes and benefits from the company so they can
further increase there business

In the market, UltraTech cement is well known brand of cement. This is the result
of the good quality of the UltraTech cement along with their effective marketing
efforts, which covers the whole market customers of UltraTech cement are highly
satisfied with the use of it, as they do not face any problem after using it

There are seven major players in the market but the major completion is between
the two brands of cement. But because of good marketing efforts, UltraTech
cement is able to grasp most of the share of various other brands The market
survey undertaken shows that effective marketing and sale promotion efforts play
a vital role in creating the goodwill for the brand. The distribution channel of
UltraTech cement industry are well designed and effective this ensures timely
availability of cement to customers.

Good marketing creates good image i.e. brand building.

BIBLIOGRAPHY

1 Marketing department of Grasim industries Ltd. Patiala.

2. Internet

3. Marketing Management – Philip kotler, K. Ashavthapa

4. Business Research Methodology – C.R. Kothari

 Highlights of Indian Cement Industry
as on 31st March, 2008

Large Plants
Companies (Members) (Nos.) 51
Cement Plants (Nos.) 140
Installed Capacity (Mn. t.) 198.30
Cement Production (Mn. t.) 2007-08 168.32

Plants with Capacity of Million tonnes and above (Nos.)

88
Manpower Employed (Nos.) Approx. 1,35,000
Turnover in 2007 (Mn. US$) around 17,500
 Mini & White Cement Plants
Cement Plants (Nos.) Approx. 365
Installed Capacity (Mn. t.) 11.10 (P)
Cement Production (Mn. t.) 2007-08 6.00 (P)

CEMENT PRODUCTION AND DESPATCHES (P)

July 2009

Description Jul-09 Jun-09 Jul-08 2009-2010 2008-2009

(Apr-Jul)

Cement 16.23 16.59 14.67 66.38 59.28

Production

Cement 15.95 16.70 14.51 65.80 58.91

Despatches

What is Cement?
Cement is a mixture of compounds, consisting mainly of silicates and
aluminates of calcium, formed out of calcium oxide, silica, aluminium
oxide and iron oxide.
Cement is manufactured by burning a mixture of limestone and clay at
high temperatures in a kiln, and then finely grinding the resulting
clinker along with gypsum. The end product thus obtained is called
Ordinary Portland Cement (OPC).
In India, OPC is manufactured in three grades, viz. 33 grade, 43 grade
and 53 grade, the numbers indicating the compressive strength
obtained after 28 days, when tested as per the stipulated procedure.
Apart from OPC, there are several other types of cement, most of them
meant for special purposes, e.g. sulphate resistant cement, coloured
cement, oil well cement, etc. However, there are some general purpose
cements, the commonest one being Portland Pozzolana Cement (PPC).
A US $29.2 billion corporation, the Aditya Birla Group is in the league of Fortune 500. It is
anchored by an extraordinary force of 130,000 employees, belonging to 30 different nationalities.
In India, the Group has been adjudged "The Best Employer in India and among the top 20 in
Asia" by the Hewitt-Economic Times and Wall Street Journal Study 2007. Over 50 per cent of its
revenues flow from its overseas operations.

The Group operates in 25 countries — India, UK, Germany, Hungary, Brazil, Italy, France,
Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia,
Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia and Korea.

Globally the Aditya Birla Group is:

:: A metals powerhouse, among the world's most cost-efficient aluminium and copper
producers. Hindalco-Novelis is the largest aluminium rolling company. It is one of the three
biggest producers of primary aluminium in Asia, with the largest single location copper
smelter
:: No.1 in viscose staple fibre
:: The fourth largest producer of insulators
:: The fourth largest producer of carbon black
:: The 11th largest cement producer globally, the seventh largest in Asia and the second largest
in India
:: Among the world's top 15 BPO companies and among India's top four
:: Among the best energy efficient fertiliser plants

In India:

:: A premier branded garments player

:: The second largest player in viscose filament yarn
:: The second largest in the chlor-alkali sector
:: Among the top five mobile telephony companies
:: A leading player in life insurance and asset management
:: Among the top three supermarket chains in the retail business

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not
come in the way of the need to keep learning afresh, to keep experimenting.

Beyond business — the Aditya Birla Group is:

:: Working in 3,700 villages

:: Reaching out to seven million people annually through the Aditya Birla Centre for Community
Initiatives and Rural Development, spearheaded by Mrs. Rajashree Birla
:: Focusing on: health care, education, sustainable livelihood, infrastructure and espousing
social causes
:: Running 42 schools and 18 hospitals
Transcending the conventional barriers of business to send out a message that "We care".

Cement performance for July 2009

The Aditya Birla Group’s cement production for the period April-July 2009 has moved up by 16.66
per cent at 122.46 lakh mt as against 104.97 lakh mt during April-July 2008. Dispatches grew by
17.25 per cent at 122.00 lakh mt in April-July 2009 vis-a-vis 104.05 lakh mt in the corresponding
period last year.

Cement production for the month of July 2009 rose by 9.51 per cent at 27.55 lakh mt. Dispatches
are up by 10 per cent at 27.02 lakh mt over July 2008.

The Aditya Birla Group is the 11th largest cement producer in the
world and the seventh largest in Asia
Incorporated on 24 August 2000 as L&T Cement Limited
Cement business of Larsen & Toubro Limited demerged and vested
in company in 2004
Grasim acquired management control in July 2004
Together with Grasim, one of the largest cement producers in India

Name changed to UltraTech Cement Limited with effect from 14

October 2004

Narmada Cement Company Limited amalgamated with UltraTech in

May 2006.
 : Mr. Kumar
: Mangalam
Our Vision Birla,
Chairman,
The Aditya
Birla Group
To be a premium global conglomerate
: Corporate
with a clear focus on each business. : social
responsibility
policy
Our Mission (download pdf
67.2 kb)
: Group profile
To deliver superior value to our customers, :
shareholders, employees and : our brand
society at large. :
: all our
: companies
Our Values
: our sectors
:

Integrity : Mr. Aditya

: Vikram Birla's
Commitment speeches
Passion : our heritage
:
Seamlessness
: management
Speed : team
: careers
:
The name “Aditya Birla” evokes all that is positive in business and in life. It exemplifies integrity,
quality, performance, perfection and above all character.

Our logo is the symbolic reflection of these traits. It is the cornerstone of our corporate unique
identity.

Depicted in vibrant, earthy colours, it is very arresting and shows the

sun rising over two circles. An inner circle symbolising the internal
universe of the Aditya Birla Group, an outer circle symbolising the
external universe.

Our corporate logo thus serves as an umbrella for our Group. It

signals the common values and beliefs that guide our behaviour in all
our entrepreneurial activities. It embeds a sense of pride, unity and belonging in all of our 130,000
colleagues spanning 25 countries and 30 nationalities across the globe. Our logo is our best
calling card that opens the gateway to the world.