'Project on Cement Essay\r'

'Any accomplish turn overforcet requires the establish of umpteen people and this reverse is nary(prenominal) varied.\r\nI especi either(prenominal)y thank Mr. R.K.Gupta; conductor of Cii & angstrom; CITMS, whose bear out and patience was slavish in accomplishing this insure.\r\nI would resembling to thank our Faculty Guide Miss.Pubali Koley whose diligent enterprise made this jut out mathematical.\r\nMy grateful acknowledgment to altogether(a) the staff member of radical tech cementum limited for their support and cooperation.\r\nAt last again I want to conclusion my thanks to all the teachers of Cii & international international type Aereereere; CITMS †Dur pauseur for giving support and government agency for doing this project.\r\n[pic]\r\nThis ambitious project at ULTRATECH cementum at a lower place the project title â€Å" ad AND PROMOTIONAL system” has been carried out under the able guidance of high high society & axerophthol; institutional experts. The vision or the objective lens of this project was to identify the ad needs. As the growth is a continuous process, so it is in addition very(prenominal) much all strategic(predicate) to find out the corners or the atomic number 18as whither the mount for the development is present.\r\nThe authorization of the announce was excessively under the s merchantman during this period where it is sight that the powerful manize can in prepargon maximize gross revenue mickle & adenosine monophosphateere; revenue.\r\nThis announce process is similarly effective to manage the planned gross revenue strategy. The advertizing process at WEST BENGAL cement WORKS is judiciously planned & deoxyadenosine monophosphateere;Divided into four parts.\r\nThis practical project benefactored a diffuse to choose the companionship from all the avenues of the merchandising Management & antiophthalmic factor;it is also perceived that it pull up stakes abet the caller clip to time in its growth process.\r\nIntroduction\r\nT\r\nhe function of advertizing is to close the fissure between the desire per moldance and the animate job performance. The need for step ad program is on the adenosine monophosphatelification collect to the fact that the highly competitive melodic line enterprise milieu is throwing up fresh and colonial challenges, literally every day.\r\nNew and interlocking works be coming into existence, on that channeliseby pushing up\r\nthe need for high- lineament publicise program. Due to the slowdown in the thrift, legion(predicate) jobs ar coming into existence, many jobs cuts are victorious place jumper cable to a situation where practices mustiness retain themselves to stay employed in the same organization or to love in the trade place.\r\n[pic]\r\n• To identify immenseness of publicizing in the organization.\r\n• To identify the specialized announce area.\r\n• To identify the fo rce of different types of denote.\r\n• To identify the exceed method actings and techniques for advertizement.\r\n• The development of publicizing and sales get along schemes to meet want goals of organization.\r\nâ  Increase in sales the great unwashed\r\nâ  Maximize winnings\r\nâ  Developed sales furtherance schemes\r\n[pic]\r\n← Be realise of busy schedule of the employees the wonder was instead tough after a quite of waiting time.\r\n← easily-nigh of the executives were in akin manner busy, thus to obtain the sought after & accurate data there was a need to carry away the prior appellation from them.\r\n← 50% of the sample size were non giving the correct feedback (due to varied vague reason), thus there allow for be variance in the outcome of the take up.\r\n← Most of the employees were not confident close the right management (misuse) of the culture provided by them.\r\n← They were also often relucta nt in identifying the indispensable severaliseation.\r\n[pic]\r\nTITLE:\r\nâ€Å" advert & packagingal strategy” at westerly Bengal cementum” whole kit and caboodle.”\r\nResearch methodology is the method by with(predicate) which the project has been done. This includes unlike sources of collecting data.\r\n mug GROUP:\r\nThe aim radical for the comply was Managers, percentagers, Supervisors and of â€Å"ULTRA TECH cement confine” and press releases.\r\nSAMPLE SIZE:\r\n demo away of 38 employees, 35 were taken as a sample for the survey\r\nQUESTIONNAIRE\r\nThe bon ton is having small sum up of staff. So, the questionnaire was made principally for Managers, incumbents and Supervisors. Some specific questions have been watchful relating to the topic and have been analyzed in much(prenominal)(prenominal)(prenominal) a way that it can fulfill the objective of the project.\r\nFORMAL call into question:\r\nFormal interview has been taken during the non nib office hour.\r\n[pic]\r\n[pic]\r\n basalTech\r\n[pic]\r\nOUR VISION\r\nTO BE reward GLOBAL CONGLOMERATE WITH A frank air FOCUS ON EACH blood\r\nOUR MISSION\r\nTO DELIVER SUPERIOR determine TO OUR CUSTOMER dispenseHOLDERS, EMPLOYEES AND SOCIETY AT life-size\r\nOUR VALUES\r\nINTEGRITY, COMMITEMENT, PASSION SEAMLESSNESS AND SPEED\r\nUltraTech\r\n[pic]\r\nWest Bengal cement plant life\r\nOUR RESOLUTIONS †2009\r\n• ‘ZERO’ push through DOWN\r\n• GOOD HOUSE holding\r\n• TRUST AND SUPPORT\r\nR.B.SINGH\r\nSr.dy.general manager\r\n confederation PROFILE\r\n federation Name:UltraTech cement trammel\r\n(An Aditya Birla group of confederacy)\r\nIndustry : cement manufacturing\r\nType of Company: unexclusive express Company\r\nUnit Name& Address:West Bengal cement lam\r\nNear EPIP, MUCHIPARA, G.T. ROAD Post-Rajbandh Durgapur-713212 District- Burdwan West Bengal\r\nRegistered Office : UltraTech Cement Limited B- Wing, Ahura centre, 2nd radix Mahakali Caves Road Andheri (east), Mumbai-400093\r\nBoard of decision contactrs\r\n• Mr. Kumar Mangalam Birla, moderate\r\n• Mrs. Raj miscellanearee Birla\r\n• Mr. R. C. Bhargava\r\n• Mr. G. M. Dave\r\n• Mr. N. J. Jhaveri\r\n• Mr. S. B. Mathur\r\n• Mr. V. T. Moorthy\r\n• Mr. O. P. Puranmalka\r\n• Mr. S. Rajgopal\r\n• Mr. D. D. Rathi\r\n• Mr. S. Misra, Managing manoeuveror\r\nBoard of Directors\r\nExecutive President& psyche Financial Officer\r\nMr. K. C. Birla\r\nChief Manufacturing Officer\r\nR.K. Shah\r\nChief scotchketing Officer\r\nMr. O. P. Puranmalka\r\nCompany Secretary\r\nMr. S. K. Chatterjee\r\nAT THE steer ULTRATECH\r\nThe Aditya Birla Management Corporation Private Limited is the pigeonholing’s apex decisiveness making body and provides strategic circumspection to sort out companies. Its Board of Directors comprises:\r\n• Mr. Kumar Mangalam Birla, Chai rman\r\n• Mr. S. Aga\r\n• Mr. D. Bhattacharya\r\n• Mr. S. K. Jain\r\n• Dr. S. Misra\r\n• Mr. S. Misra\r\n• Dr. B. K. Singh\r\n• Mr. K. K. Maheshwari\r\n• Mr. Vikram Rao\r\n• Mr. Ajay Srinivasan\r\nMILESTONES\r\n[pic]\r\n2009\r\n• Grasim’s pulp and fibre part has won the highly prestigious Asiatic CSR honour. The Asian CSR Awards, Asia’s Premier CSR Awards program, is a project of the Asian Institute of Management, Manila.\r\n• The Ministry of chore and Social eudaimonia, Government of Thailand leave alone be conferred â€Å"The Best Labor Relations and Welfare Award, 2009” on Indo Thai Synthetic Company Limited.\r\n• Birla Sun conduct mutual broth has been dod â€Å"The As practice Management Company of the blood line, India”, by the Hong Kong based magazine, â€Å"The Asset”, in the sylvan awards category of their â€Å"Triple an enthronisation procedure Award s 2009”.\r\n• CNBC TV18 Crisil recognized Birla Sun Life Mutual monetary fund as â€Å"The Mutual broth House of the Year” in 2008 and 2009 (for 2007 and 2008), creating story as the further fund phratry to have won this actualization in two consecutive course of instructions.\r\n• The Birla Sun Life Equity-Linked FMP won the â€Å"Best Local specie\r\nStructured Product-India” at †Triple an Investment Performance Awards 2009.\r\n• The Best â€Å"Onshore Fund House †India Award” by Asian Investor, a Hong Kong based magazine at †Asian Investor Investment Performance Awards 2009”.\r\n• Rajiv Gandhi Award for Eminence in Social Field, 2009 was conferred on Mrs. Rajashree Birla by Mr. Jyotiraditya Scandia ( northern Minister of State, Commerce & Industry) on 19 August 2009. The award recognizes Mrs. Birla’s path breaking work among the poor, more so in India’s villages, carried out through the Aditya Birla summation for association Initiatives and untaught Development.\r\n• Idea Cellular wins the sparing generation’ â€Å"Emerging Company of the Year Award for 2009”.\r\nMILESTONES\r\n[pic]\r\n2008\r\n• The President of India, Mrs. Pratibha Patil conferred the much begrudge Rotary International Polio obliteration Champion Award on Mrs. Rajashree Birla in an elegant function at the Rashtrapati Bhavan (Delhi), attend by the Chairman, select Rotarians and WHO officials.\r\n• The Aditya Birla Group was recognize with the India Today Group’s indorsers stick out Gold award in recognition of the work that truly exemplifies the highest values of society as thoroughly as those of Reader’s Digest. The award was received by Mrs. Rajashree Birla, Chairperson, and Aditya Birla Center for Community Initiatives and Rural Development, at the Pegasus Corporate Social Responsibility Awards 2007 function.\r\nMILESTONES\r\n[pic]\r\ n2007\r\n• Hindalco in a mutual venture with Alex ground forces Inc.\r\nTran working Information Services announces victor of bid to acquire Minacs beingwide.\r\n• Grasim Industries Limited, India; Thai Rayon Public Company Limited, Thailand and P.T. Indo Bharat Rayon, Indonesia form a JV with Hubei Jingo Wei Chemical Fibre Company, China, for VSF.\r\n• Hindalco awarded the Genentech sentry duty Silver Award for its out protesting synthetic rubber performance during 2005-06\r\n• Hindalco awarded the CII †Sorabji Green argumentation Centre â€Å"National Award for Excellence in Water Management 2007”.\r\n[pic]\r\n2006\r\n• Indian Rayon re-christened as Aditya Birla Novo.\r\n• Aditya Birla Group to set up a creative action at law-class aluminum project in Orissa.\r\n• The Aditya Birla Group signs a framework agreement to acquire St Anne Nackawic Pulp Mill, Canada.\r\n• Board reconstituted with Mr. Kumar Mangalam Bi rla taking over as Chairman.\r\n• Completion of the writ of execution process to demerge the cement personal credit line of L&T and completion of idle endure by Grasim, with the latter acquiring controlling stake in the fresh formed company UltraTech.\r\n• Grasim, Nada, received the FICCI familybook Award 2003-2004 in recognition of corporeal initiative in rural development.\r\nMILESTONES\r\n[pic]\r\n2005\r\n• Mr. Kumar Mangalam Birla, Chairman of the Group, is selected as Business India’s businessman of the Year †2003.\r\n• Mr. Kumar Mangalam Birla is selected as The Economic Times’ Business Leader of the grade.\r\n• The Group is be 16th in India’s counterbalance ever survey of ‘Great places to work in’, published in Business World magazine. The Group’s joint venture concern, Birla Sun Life Insurance, is class-conscious 9th in the same study.\r\n• The Group is stratified twentieth in a study on the ‘Best Employers in India’, conducted by Hewitt Associates and Business Today.\r\n• Hindalco receives the Asian CSR Award for its â€Å"Rural Poverty all(prenominal)eviation Program”.\r\n stead OF W.B.C.W IN WEST BENGAL\r\n[pic]\r\nOrganizational environment\r\nWest Bengal Cement Works has course in & passageway connectivity to meet inner & outward logistics prerequisites. The private railroad telegraph line align is connected to main line of eastern railway at Durgapur, which is 8.72 KM from plant.\r\nThe cement is jammed in pockets with the help of three packers operating round the clock. The packed cement is dispatched to conglomerate destinations by road & rail. Organization Culture\r\n❠nominate: To produce the cement as per securities industrying requirement with minimum cost.\r\n❠Objective: nix breakdown, Good House tutelage, create trust & support.\r\n❠West Bengal Cement Works is having a djacent facilities:\r\n➢ Clinker unloading by beach wagon tippler (cap. 15 trips per hour)\r\n➢ Fly ash bowers unloading system\r\n➢ Cement grinder with 1.0 million ton per annum capacity\r\n➢ Cement dispatch facility by road & rail\r\n➢ Clinker, Gypsum & wing ash receipt by rail & road respectively\r\n knowledge base Details:\r\no Factory:61.67 solid ground\r\no 16 flat residential complex:10202.4 Esq.\r\no Assisted outturn:2830 M.\r\no Private assisted siding:2210 M.\r\nWHY DURGAPUR?\r\nWest Bengal Cement Works (WBCW) is the 10th cement manufacturing unit of Ultra Tech Cement Limited, Which is located at Durgapur.\r\n❠RAW MATERIALS\r\nClinker : Hirmi Cement Works\r\nFly Ash : Bakreswar Thermal designer Station Durgapur Project Limited (DPL)\r\nGypsum : Hindi Liver Chemicals, Haldia\r\nSlag : Durgapur Steel soak up (DPL) Bokaro Steel designt\r\nPOWER : GPL, DVC\r\n carry : North easternern Railway, National Highway-2\r\n peeing : River Damodar\r\nMARKET : Local Growth of city development\r\nLAND : 62.92 acres of earnest land for Construction.\r\nCAPITAL : Huge issue forth of Bank for getting easy property\r\nMANPOWER : Available amount of ball-hawking and Unskilled Labors from local area body politic : Good demographic structure is piece Here\r\n cement procedure\r\nGYPSUM from super acid Gypsum hopper\r\nElectronic weigh feeder\r\nSLAG from Yard Slag hopper\r\nFLUASH from Bin Supplied SCHENK\r\nFor accurate quantity\r\nclinker from Silo Slag hopper to Mill\r\nSEPAX insularism\r\nCEMENT\r\nPACKING PLANT\r\n ingathering MIXESPacking in 50 kg bag with electronic packer loading in truck or rack PORTLAND POZZALANA CEMENT\r\n clean out : 70-74%\r\nFLYASH : 20-25%\r\nFLYASH : 3-4%\r\nPORTLAND SLAG CEMENT\r\nCLINKER : 50-54%\r\nSLAG : 40-42%\r\nGYPSUM : 3-5%\r\nPlant Layout\r\n[pic]\r\nA partial tone View of West Bengal Cement Works\r\n[pic]\r\n[pic]\r\nON\r\n[pic]\r\n[pic]\r\nâ¡ Advertising is the di ssemination of study by non personal means through paid media, where the source is clearly set as the sponsoring organization. Advertising is one of the important components of the advancement mixed bag. It is a powerful conference medium and a vital\r\nmerchandising tool.\r\nFEATURES:\r\nâ¡ Advertising is one of the methods of promotion mix. â¡ It is a paid mass converse, not aiming at a specific individual. â¡ It is salesmanship in paternity or printed salesmanship. â¡ It is undertaken to bring the purchaseing bearing of the nodes. â¡ The communication media are diverse such as print (newspapers and magazines), broadcast (radio and television), and direct (mail, billboards and motion pictures).\r\n`NATURE OF publicize\r\n← particle of subvertketing immingle\r\n← advance Mix\r\n← Mass Communication\r\n← Massages\r\n← Price of Advertising\r\n← Sponsor\r\n← Persuasive\r\n← Element of bidding\r\n← Identi fiable\r\n← Target Group\r\n stage setting OF publicize\r\n← Effectiveness of Massages\r\n← Appropriate Media\r\n← swop\r\n← Advertising Functions\r\n← Responsibility of Advertiser\r\n← fulfillment of Objectives\r\n← Generates Various Activities\r\n← Advertising as an dodge & Science\r\nPRIMARY FUNCTIONS OF advertisement:\r\n➢ To plus sales\r\n➢ Persuading dealers to line of credit\r\n➢ Assisting dealers to stock\r\n➢ Increase in per capita use\r\n➢ citation for tone\r\n➢ Protecting manufacturers’ interest\r\n➢ To come about seasonal fluctuations\r\n➢ Creation of aim\r\n unoriginal FUNCTIONS OF advertisement:\r\n➢ Oral support to salesman\r\n➢ To impart correct information\r\n➢ Ensures harvest-feast amelioration\r\n➢ Sense of security\r\n➢ Appointment of honest employees\r\n• The scope of Advertising includes these activities such a s selection of media, communication with customers, and maintenance of smear loyalty and so on.\r\nAdvertising Objectives:\r\n⪠Simulating pick out :\r\nâÅ" The period user of a increase may be persuaded to increase the alert rate of crop consumption. This may be reminding them about the harvest, its mark off and the possible advantages of the point of intersection.\r\nâÅ" The mo way of stimulating demand for the convergence is to attract new user into the mart place by marking them the qualities of the product and possible uses so that they may change their bulls eye.\r\nâÅ" The one-third way of stimulating demand is to tell the current users about new users of the product so that customers may use the company’s product for several(prenominal) early(a) purposes.\r\n⪠Increasing pull ins\r\nâÅ" Advertising does increase sale of the product.\r\nâÅ" Advertising forget edit several(a) ‘ securities industrying cost’\r\n particularised o bjectives of Advertising:\r\nâÅ" It introduces new product to electromotive force customers. âÅ"\r\nâÅ" It promotes the stigmatise by double up acquire leading to brand loyalty.\r\nâÅ" It increases the timing and number of uses.\r\nâÅ" It builds the product and company photo.\r\nâÅ" It sets the trend by ever-changing perception and behavior.\r\nâÅ" It aids sales promotion campaign.\r\nâÅ" It shoots up the sale and increases the market share.\r\nâÅ" It answers the competitive attacks.\r\nReminder publicise:\r\n• Reminding them where to buy it.\r\n• Maintaining its top of mind sensation.\r\n⪠Information Advertising :\r\nâÅ" Informing the market about a new product\r\nâÅ" Suggesting new uses for a product.\r\nâÅ" Informing the market of a monetary value change.\r\nâÅ" Explaining how the products work.\r\nâÅ" Describing the available services.\r\nâÅ" Correcting the false information’s.\r\nâÅ" trim down consumers fears.\r\nâÅ" building up a company’s doubling.\r\n⪠Persuasive advertising :\r\nâÅ" build brand preference.\r\nâÅ" Encouraging switching to your brand.\r\nâÅ" Persuading customer to purchase now.\r\nâÅ" Persuading customer to receive a sales call.\r\nAdvertising Goals:\r\nâÅ" To increases sales\r\nâÅ" To commit brand beauteousness, and\r\nâÅ" To enter the target market.\r\nbehavioural goals:\r\nâÅ" Advertising goals aim at changing the attitude and behavior of the target audition towards a brand.\r\nâÅ" Advertising goals in behavioral terms is analytic thinking of the communication and conclusiveness process that go out affect the desired buyer behavior.\r\nâÅ" Advertising could be aimed at any of these or a communication of these intervening variables.\r\nCommunication Related goals:\r\nâÅ" Advertising is directed at a group of users of product called the target sense of hearing.\r\nâÅ" Attract trouble\r\nâÅ" Secure interest.\r\nâÅ" Build desire for the product and final ly\r\nâÅ" Obtain action.\r\nApproaches for setting Advertising Objectives:\r\n⪠AIDAS model\r\nâÅ" ‘A’ refers to Attention\r\nâÅ" ‘I’ refers to affair\r\nâÅ" ‘D’ refers to Desire\r\nâÅ" ‘A’ refers to action; and\r\nâÅ" ‘S’ refers to Satisfaction\r\nADVERTISING COPY ELEMENTS\r\n➢ Headlines\r\n➢ Subheading\r\n➢ Body copy\r\n➢ Captions\r\n➢ Blurb or balloon\r\n➢ Boxes and panels\r\n➢ Slogan, Logo, sense of touch\r\nGUIDELINES FOR COPY WRITING\r\n➢ Cash in on your personal experience\r\n➢ create verbally from the heart\r\n➢ Learn from the experience of others\r\n➢ olfactory modality at the product\r\n➢ ascertain competitors’ advertisement\r\n➢ Study testimonials from customers\r\n➢ Solve the prospect’s difficulty\r\n➢ Put your subconscious mind to work\r\n➢ â€Å"Ring the changes” on a triple-crown idea\r\ nCOLOUR\r\n← Colors are often used to attract circumspection and to farm memory value.\r\nADVERTISING LAYOUT PROCESS\r\n[pic][pic]\r\nVARIOUS ADVERTISING MEDIA\r\nâ¡ PRINT MEDIA:\r\n➢ Newspapers\r\n➢ Magazines\r\n➢ Journals\r\nâ¡ exterior MEDIA:\r\n➢ Advertising Boards\r\n➢ Vehicle advertising\r\n➢ electric automobile displays\r\n➢ Sky writing\r\n➢ Sandwich men\r\nâ¡ DIRECT MAIL:\r\n➢ Leaflets\r\n➢ gross sales letter\r\n➢ Folders\r\n➢ Booklets\r\n➢ Catalogues\r\n➢ Brouchers\r\n⪠BROADCASTING MEDIA:\r\n➢ Radio\r\n➢ T.V\r\n➢ Film\r\n➢ net based advertising\r\n[pic]\r\nAN †OVERVIEW\r\nS\r\nales promotion includes all those activities other than advertising, personal selling, public relation and publicity, that are intended to belt a considerable customer demand and correct the marketing performance of sellers.\r\nNeed of sales promotion:\r\n⪠To secure attention towar ds new products.\r\n⪠To amend the market share of a company.\r\n⪠To eliminate duplication of goods.\r\n⪠To create awareness among consumers about new brands.\r\n⪠To face competition in the market.\r\n⪠To create talking points for their sales force.\r\n gross sales PROMOTION TOOLS\r\n⪠Contest\r\n⪠Premium offers\r\n⪠get away †in free offers\r\n⪠Free gifts with goods\r\n⪠demonstrate cards\r\n⪠Gift coupons\r\n⪠Coupons\r\n⪠Cross coupons\r\n⪠gargantuan packs\r\n⪠Money †off offers\r\n⪠sales garner\r\nSALES PROMOTION schema\r\n[pic]\r\nADVERTISING & SALES\r\nPROMOTION STRATEGY TAKEN\r\nBY\r\nULTRATECH CEMENT circumscribed\r\nADITYA BIRLA GROUP †AT A inspect\r\no The roots of the Aditya Birla Group go out back to the 19th century in the picturesque town of Pilani set amidst the Rajasthan desert. It was here that Seth Shiv Narayan Birla started trading in cotton, laying the compriseation for the Ho use of Birlas. Through India’s arduous times of the 1850s, the Birla business grow rapidly.\r\nIn the early part of the 20th century, our Group’s founding father, Ghanshyamdas Birla, set up industries in comminuted sectors such as textiles and fibre, aluminums, cement and chemicals. As a close confidante of Mahatma Gandhi, he played an bustling role in the Indian liberty struggle. He represented India at the outgrowth and second round-table conference in London, along with Gandhiji. It was at â€Å"Birla House” in Delhi that the luminaries of the Indian freedom struggle often met to while the downfall of the British Raj.\r\nAditya Vikram Birla: putting India on the world map\r\n|[pic] |\r\n| |\r\nA unnerving force in Indian industry, Mr. Aditya Birla dared to woolgather of setting up a global business empire at the age of 24. He was the first to put Indian business on the world map, as far back as 1969, long in the beginning globalization became a camb er in India. In the then vivacious and free market South East Asian countries, he ventured to set up world-class production bases. He had foreseen the winds of change and staked the future of his business on a competitive, free market driven economy order. He put Indian business on the globe, 22 years earlier economic liberalization was formally introduced by the former Prime Minister, Mr. Narasimha Rao and the former Union Finance Minister, Dr. Manmohan Singh. He set up 19 companies outside India, in Thailand, Malaysia, Indonesia, the Philippines and Egypt.\r\n[pic]\r\n feel push: Mr. B. Venugopal, Senior Vice-President, UltraTech Cement Ltd, at the inauguration of mobile concrete lab in Durgapur.\r\nUltraTech Cement, as part of its ‘product plus’ services, has introduced a mobile concrete testing laboratory for ascertaining the quality of accompaniment materials and for guiding those building houses about its quality.\r\nULTRATECH: grime POWER\r\nExcerpts from an interview with O.P. Puranmalka, Group Executive President, Grasim Industries and Chief queerketing Officer, UltraTech Cement Ltd.\r\n|[pic] |\r\n| |\r\nIn step with its global agenda, the cement business of the Aditya Birla Group, is orchestrating a contemporary brand makeover. With UltraTech Cement, the Aditya Birla Group has established itself as not only the most respected domestic actor scarcely also among the global leadership in cement. Associate Editor Vidyut Kumar Ta in an exclusive interview with O.P. Puranmalka, Group Executive President, Grasim Industries and Chief faultketing Officer, UltraTech Cement Limited, analyses the strategy behind promoting a sensation brand identity of the company’s cement products.\r\nSignature line\r\n[pic]\r\nâ€Å"The make water UltraTech with the signature line, ‘The Engineer’s woof’, admirably gaining controls the premium nature of the brand and its salience.” According to Mr. Puranmalka, excellen t product quality and customer care will persist the hallmark of UltraTech cement.\r\nJaan Wahi Pehchaan Nayi\r\n[pic]\r\nK\r\neeping pace with the current industry trend and taking the UltraTech brand to a new pedestal, the group firm to have one national brand. Birla sum with its very strong presence in the North was a very well known brand. Its tag line ‘Har Nirman Ki Jaan’ and ‘Is cement mein Jaan Hain’ had become household phrases. Observes Mr. Puranmalka: â€Å"We opted for UltraTech as the national brand because while on the one hand, it gives us the opportunity to fort common attributes of a premium brand, collection plate of operations and the Aditya Birla Group’s reputation, it also provides an opportunity to build on the side weapons platform of ‘expert’ and imagery signifying ‘progress’, ‘cutting edge technology’ and ‘ contemporaneity’.\r\nStrategy\r\nA\r\nlthough cement is expr ess to be a low-involvement category, the brand awareness in this category is very high. major brands like ACC, Ambuja and whatever strong regional brands have been fighting for mind space. Says Mr. Puranmalka: â€Å" strike off awareness is the category driver. We wanted to be different and were constantly on the look out for high visibility media. We found that cricket has a majuscule following in our country and we wanted to explore the possibility of associating with this sport.\r\nCHAK †DE STRATEGY\r\n[pic]\r\nI\r\nndia, the world’s largest producer of motion-picture shows in as many as 10-12 different languages, provides a not bad(p) opportunity for advertisers to pass the masses. Films are a great entertainment platform for most Indians. Many FMCGs have shut in this opportunity. The in-film branding opportunity was used by UltraTech for the first time ever in the cement industry. The film Chak De India, promoting women’s guinea pig ice hockey ga me in India, became an all-time hit. In the movie UltraTech was the sponsor of the Indian women’s hockey team. UltraTech branding was all over, throughout the movie.\r\n‘It was a big attempt we took,” says Mr. Puranmalka. â€Å"Initially we were skeptical, with many big banners with big stars failing in the recent past. After a lot of deliberation, we decided to go onwards with this gamble and finally Chak De India almost became like a national anthem, with India winning the women’s hockey title in reality and our cricket team winning the inaugural 20-20 World Cup.”\r\nBRANDED CHANNELS\r\nS\r\n spine ahead of competition, the cement business brought in a new concept in cement marketing †UltraTech building Solutions, a one-stop shop for all construction needs. â€Å"This is a unique concept and was tested in Rajkot which is one of the fastest-growing cities in construction in the country today,” says Mr. Puranmalka. â€Å"Advocating ou r Plan, Build and Support” philosophy, it seeks to enhance the shopping experience of customers and strengthen existing trade partnerships, by upgrading the service proposition. It offers a wide spectrum of end-to-end home building solutions, high quality construction materials and assort value-added services. As a business model, UltraTech Building Solutions offers home building solutions from planning to completion.\r\nB\r\nasically, every customer who walks in to UltraTech Building Solutions outlet receives guidance on construction-related issues as well as value-added services like Vastu, usage of budget software to evaluate costs involved for construction, paper headroom procedures, etc. The customer gets a wee reckoner of information on how to make and buy quality construction materials. With the Rajkot victor and with key learning points, the company intends to open many more outlets across the country.\r\n bar Effectiveness\r\nâ€Å"O\r\nnce the goals are well specify we need to footfall the effectiveness of all such initiatives that are undertaken from time to time,” says Mr. Puranmalka. â€Å"We are research-savvy in our approach. We go into chip elaborate to find out the cause and effect, keeping the larger picture in mind.” This is on-key right from the selection of the brand name UltraTech to ad campaign testing, media effectiveness and so on. Regular Brand wellness observe studies are undertaken to understand various critical issues like awareness, usage pattern, equity indices, psycho-economic mix of the target group (TG), etc. Mr. Puranmalka adds: â€Å" late we initiated and completed a customer atonement survey to understand the expectations of customers and bench mark with the best in the industry. Of course there are several(prenominal) insights, which we need to parcel out internally, but overall we are prosperous with the outcome. The results are very encouraging and you would be happy to know we are direction ahead of competition.”\r\nRajasthan Royals ropes in UltraTech as team sponsor:\r\n❠Rajasthan Royals has roped in UltraTech Cement as their team sponsor. With this, the Emerging Media-owned IPL franchise’s sponsor roster stands at eight.\r\n❠Rajasthan Royals CMO Raghu Iyer, â€Å"All deals are intended to be long-term. Our preceding team sponsor was Bajaj Allianz but we concord to mutually part ways amicably.”\r\n❠UltraTech Cement will have branding on the team jerseys and team-replica merchandise. Iyer added that plans are being worked upon as to how the two parties can best take this relationship forward.\r\n❠As had been reported sooner by Indiantelevision.com, TCS is the franchisee’s technology partner. TCS will offer expertise in IT solutions to the T20 cricket team on and off the field for the next three years.\r\nThe Television Plan:\r\n➢ The franchisee is planning activities with Super sport which will air the IPL i n South Africa. Rajasthan Royals had in the beginning entered into a strategic partnership with the Nashua ness Cobras. The first match will be played on 11 April. In the days preceding the encounter, there will be special features in the form of player profiles and interviews.\r\n➢ In India the franchise’s partners are Aaj Tak and Times Now. The plan is to offer them special footage and capsules. Ayer added that the franchisee is in talks with several broadcasters to air their DVD. advantage will be aired on the channel.\r\n➢ Rajasthan Royals claims that it is witnessing good sales of the two DVDs that it has launched earlier. While Road to Victory is about how the team triumphed in the IPL’s inaugural edition, Access All Areas aims to give fans an idea of what goes on behind-the-scenes to make the IPL a success.\r\n[pic]\r\nThe prime purpose of the project is to identify Advertising and sales promotion strategies of ULTRA TECH CEMENT LIMITED.\r\nThe sub division for a successful analysis is a structured questionnaire, for the better construction of analysis of the data generated from the questionnaire.\r\nThe following step by step analysis is a proportional mix of good high quality and dire views.\r\n1. How ‘advertising’ is effective to increase the sales volume?\r\nof all time: †65%\r\nTo great outcome: †25%\r\nTo some fulfilment: †10%\r\nTo very teeny-weeny point: †0.0\r\nnot at all: †0.0\r\n[pic]\r\n refer: As there is no magic for success and to increase sales volume and profit, Advertising is the only key.\r\n2. How ‘advertising’ is effective to stimulate demand for the product?\r\nAlways: †60%\r\nTo great intent: †25%\r\nTo some finale: †15%\r\nTo very short goal: †0.0\r\n non at all: †0.0\r\n[pic]\r\n mention: Without advertising its’ very complex to stimulate demand for product.\r\n3. DO you feel that ‘Advertising’ will reduce various ‘marketing costs’?\r\nAlways: †55%\r\nTo great achievement: †35%\r\nTo some design: †10%\r\nTo very little extent: †0.0\r\n non at all: †0.0\r\n[pic]\r\nRemark: Advertising is so effective to reduce various marketing costs.\r\n4. Do you feel that ‘Advertising’ increases repeat purchasing?\r\nAlways: †70%\r\nTo great extent: †20%\r\nTo some extent: †5%\r\nTo very little extent: †5%\r\nnot at all: †0.0\r\n[pic]\r\nRemark: Maximum no. of customer accepts that advertising increase repeat purchasing.\r\n5. Do you feel that ‘Advertising’ ratting the market about a new product?\r\nAlways: †85%\r\nTo great extent: †10%\r\nTo some extent: †5%\r\nTo very little extent: †0.0\r\nnot at all: †0.0\r\n[pic]\r\nRemark: Advertising is highly effective to inform the market about new product.\r\n6. Is ‘Advertising’ act as building up a company’s image?\ r\nAlways: †68%\r\nTo great extent: †23%\r\nTo some extent: †5%\r\nTo very little extent: †4%\r\nNot at all: †0.0\r\n[pic]\r\nRemark: Advertising is a successive method to build up company’s image.\r\n7. How ‘Advertising’ is helpful method for market positioning?\r\nAlways: †52%\r\nTo great extent: †25%\r\nTo some extent: †10%\r\nTo very little extent: †7%\r\nNot at all: †6%\r\n[pic]\r\nRemark: Advertising is quite pretendive method for market positioning.\r\n8. How ‘ gross sales Promotion’ effectual to improve the market share of a company?\r\nAlways: †55%\r\nTo great extent: †20%\r\nTo some extent: †15%\r\nTo very little extent: †10%\r\nNot at all: †0.0\r\n[pic]\r\nRemark: gross sales promotion is effective policy to improve the market share of a company according to people.\r\n9. How ‘sales promotion’ work to face competition in the market?\r\nAlways: †7 0%\r\nTo great extent: †20%\r\nTo some extent: †10%\r\nTo very little extent: †0.0\r\nNot at all: †0.0\r\n[pic]\r\nRemark: gross sales promotion used as effective tool to face competition in the market.\r\n10. Do you feel that ‘Sales Promotion’ should attract the attention of the target audience?\r\nAlways: †75%\r\nTo great extent: †20%\r\nTo some extent: †5%\r\nTo very little extent: †0.0\r\nNot at all: †0.0\r\n[pic]\r\nRemark: Sales promotion should attract the attention of the target audience to purchase particular product.\r\nADVERTISING intensity level\r\nMost advertiser try to measure the communication effect of an AD †that is, its potential effect on awareness, knowledge, or preference. They would also like to measure the AD’S sales effect.\r\n⪠The consumer feedback method asks consumers questions such as these:\r\n1) What is the main core you get from this AD?\r\n2) How likely is it that this AD wil l influence you to undertake the action? 3) What plant well in the AD & what works poorly?\r\n4) How does the AD make you feel?\r\n5) Where is the best place to reach you with this message?\r\n⪠Portfolio tests ask consumers to view or listen to a portfolio of\r\nadvertisements. Recall level indicates an ad’s ability to stand out and to have its message tacit and remembered.\r\n⪠Laboratory tests use equipment to measure physiological reactions †heartbeat, blood pressure, pupil dilation, galvanic whittle response, perspiration †to an ad.\r\nSALES EFFECT research\r\nWhat sales are generated by an ad that increases brand awareness by 20% and brand preference by 10%? The fewer or more controllable other factors such as features and equipment casualty are, the easier it is measure advertising’s effect on sales. The sales impact is easiest to measure in direct marketing situations and hardest in brand or corporate image †building advertising.\ r\nCompanies are generally implicated in finding out whether they are overspending on advertising.\r\nResearchers try to measure the sales impact through analyzing historical or experimental data.\r\n[pic]\r\nSALES PROMOTION forcefulness\r\n[pic]\r\nO\r\nnce the goals are well defined we need to measure the effectiveness of all such initiatives that are undertaken from time to time,” says Mr. Puranmalka.\r\nâ€Å"We are research-savvy in our approach. We go into minute details to find out the cause and effect, keeping the larger picture in mind.” This is true right from the selection of the brand name UltraTech to ad campaign testing, media effectiveness and so on. Regular Brand Health Monitoring studies are undertaken to understand various critical issues like awareness, usage pattern, equity indices, psycho-economic mix of the target group (TG), etc.\r\nMr. Puranmalka adds: â€Å"Recently we initiated and completed a customer satisfaction survey to understand the e xpectations of customers and benchmark with the best in the industry. Of course there are some insights, which we need to address internally, but overall we are happy with the outcome. The results are very encouraging and you would be glad to know we are steering ahead of competition.”\r\n[pic]\r\nThe improvement in sales & profit is the evident for an organization. So requirement of advertising and promotional schemes is tremendous.\r\n← The structure of a persuasive message can influence the effectiveness of advertising.\r\n← Customers influenced by message appeals like comparative, fear and humor appeals.\r\n← The designs of advertisement impress customers. Design means the arrangement of various parts in a pre primed(p) order say a no-count print.\r\n← Advertising media should be elected carefully. Media reduces gap between customer and manufacturer.\r\n← Sales promotion schemes lead to increase of sales.\r\n[pic]\r\n← It has been observed during the course of questionnaire survey that 56% interviews suggested improvement of advertising and sales promotion techniques. Management is being advised to improve inefficiencies such as:\r\n➢ Advertising message should be meaningful.\r\n➢ bar un ethical advertisings.\r\n➢ squeeze use of women as sex objects in Ads.\r\n➢ Banned on alcohol & tobacco ad.\r\n➢ Reduce using of false claims & info.\r\n➢ alert about social values & consumer rights.\r\n← These are some initial travel which improve advertising efficiency. Efficient advertising and sales promotion schemes increase profit of organization. So, it helpful to meet organization goals.\r\n[pic]\r\n• PHILIP KOTLER, Marketing Management\r\n• Monthly Magazine issued by company\r\n• Mr.B.Devamaindhan, Advertising management and Sales promotion\r\n• Web based information\r\nCONCLUSION\r\n• Design good layout and message of advertising to ma ke it effective.\r\n• Organize sales promotion programs to increase sales volume and repeat purchase.\r\n• Care about ethical issues and social values.\r\n• Provide quality service to the customers.\r\n• Use reliable schemes to promote consumers.\r\nA FINANCIAL REPORT ON ULTRATECH CEMENT LIMITED\r\nCash Flow parameter of UltraTech Cement Limited\r\n|Profit before tax |1,361.46 |1,507.01 |1,166.19 |285.59 |43.24 | | bread interchange flow-operating activity|1,457.57 |1,375.26 |1,113.09 |551.63 |337.42 | |Net cash used in investing |-1,645.43 |-1,441.79 |-1,046.25 |-357.24 |-87.18 | |activity | | | | | | |Net cash used in fin. Activity |191.66 |77.63 |-38.84 |-191.02 |-235.81 | |Net inc/dec in cash and |3.80 |11.10 |27.99 |3.37 |14.43 | | equal | | | | | | |Cash and equivalent begin of |100.69 |89.59 |61.60 |58.23 |41.83 | |year | | | | | | |Cash and equivalent end of year |104.49, |100.69, |89.59, |61.60 |56.6 |\r\nDividend Sheet of UltraTech Cement\r\nYEARM ONTH DIVIDEND\r\n(%)\r\n|2009 |Apr | | | | |50\r\n| |2008 |Apr | | | | |50 | |2007 |Mar | | | | |40 | |2006 |Jul | | | | |18 | |2005 |Apr | | | | |8 | |2004 |Sep | 5 |\r\nAnnual results in brief †UltraTech Cement\r\nLimited\r\n| |Mar ‘ 09 |Mar ‘ 08 |Mar ‘ 07 |Mar ‘ 06 |Mar ‘ 05 | |Sales |6,436.96 |5,509.22 |4,910.83 |3,299.45 | | | | | | | |2,681.05 | |Operating profit |1,760.29 |1,720.06 |1,417.81 |554.26 |272.81 | |Interest |125.51 |75.67 |86.83 |89.64 | | | | | | | |106.88 | |Gross profit |1,684.46 |1,744.24 |1,392.44 |501.62, | | | | | | | |188.18 | |EPS (Rs) |78.48 |80.94 |62.84 |18.46 |0.23 |\r\nProfit deprivation account\r\n| |Mar ‘ 09 |Mar ‘ 08 |Mar ‘ 07 |Mar ‘ 06 |Mar ‘ 05 | |Income | | | | | | |Operating income |6,385.50 |5,512.43 |4,909.05 |3,299.45 |2,681.05 | |Expenses | | | | | | | framework consumed |1,193.97 |1,008.92 |902.06 |733.72 |609.13 | |Manufacturing expenses |1,805.56 |1,314.78 |1,194.54 |9 58.30 |839.40 | |Personnel expenses |216.76 |171.55 |117.22 |92.26 |72.96 | |Selling expenses |1,256.46 |1,143.02 |1,137.66 |843.99 |650.98 | |Administrative expenses |177.93 |160.03 |133.93 |109.57 |137.36 | |Expenses capitalized |-8.38 |-13.37 |- |- |- | | constitute of sales |4,642.30 |3,784.93 |3,485.41 |2,737.84 |2,309.83 | |Operating profit |1,743.20 |1,727.50 |1,423.64 |561.61 |371.22 | | different recurring income |99.29 |87.31 |57.65 |23.11 |21.70 | |Adjusted PBDIT |1,842.49 |1,814.81 |1,481.29 |584.72 |392.92 | |Financial expenses |134.09 |81.93 |92.61 |96.99 |128.05 | | derogation |323.00 |237.23 |226.25 |216.03 |221.78 | | separate write offs |- |- |- |- |- | |Adjusted PBT |1,385.40 |1,495.65 |1,162.43 |271.70 |43.09 | | impose charges\r\n|384.44 |499.40 |383.91 |55.83 |-36.45 | |Adjusted PAT |1,000.96 |996.25 |778.52 |215.87 |79.54 | |Non recurring items |-23.94 |11.36 |3.76 |1.48 |-77.24 | |Other non cash adjustments |- |- |- |12.41 |0.55 | |Reported net profit |977.0 2 |1,007.61 |782.28 |229.76 |2.85 | |Earning before appropriation |2,575.14 |1,782.77 |962.85 |239.87 |20.77 | |Equity dividend |62.24 |62.24 |49.79 |21.79 |9.33 | | preference dividend |- |- |- |- |- | |Dividend tax |10.58 |10.58 |6.98 |3.06 |1.33 | |Retained earnings |2,502.32 |1,709.95 |906.08 |215.02 |10.11 |\r\n kernel:\r\nObserving this financial report we say the company is in good curb financially. The gross profit of this company was 188.18 in Mar 05’ and it increased 1496.28 in Mar 09’. We find a steady growth of UltraTech cement limited in half-dozen year. Company’s dividend jump 5 †50 in six year only (2004 †2009). Net profit was 2.85 in Mar 05’ and 977.02 in Mar 09’. Advertising expenses of UltraTech cement limited jump 605.48 point in six years (04 †05).\r\nAdvertising expenses of this company increases cause of advertising planning strategy being changed. Company wants to capture potential market by good advertising and sales promotion activities.\r\n[pic][pic][pic][pic][pic]\r\nâ€â€â€â€â€â€â€â€\r\nPCS SILO1\r\nPCS SILO2\r\n testis MILL\r\nStep 1\r\nTHUMBNAIL SKETCHES\r\n beat 2\r\nROUGH\r\nSTEP 3\r\nCOMPREHENSIVE\r\nSTEP 4\r\n paste UP OR MECHANICAL\r\n formation THE SALES PROMOTION TARGET\r\n ground SALES PROMOTION OBJECTIVES\r\nSETTING THE SALESPROMOTION work out\r\nDEVELOPING THE SALES PROMOTION STRATEGY\r\nSELECTING TYPE OF SALES PROMOTION\r\n set up THE PLAN\r\nEVALUATING SALES PROMOTION EFFECTIVENESS\r\nSHARE OF MARKET\r\nSHARE OF encephalon AND HEART\r\nSHARE OF VOICE\r\nSHARE OF EXPENDITURES\r\n'