Short Visit To The Aditya Birla Industry House Short Visit To The Aditya Birla Industry House

SHORT VISIT TO THE ADITYA BIRLA INDUSTRY HOUSE
By :
NUPUR
NEERA
POOJA
DEEPTHI
Ultra tech
Profile
• A US$ 29 billion corporation, the Aditya Birla Group
is in the League of Fortune 500.
• In the year 2009, the Group was ranked among the

top six great places for leaders in the Asia-Pacific
region, in a study conducted by Hewitt Associates,
RBL Group and Fortune magazine
• Kumar Mangalam Birla is the chairman of the Aditya

Birla group.
Factfile.
• The world's largest aluminium rolling
company.
• World leader in viscose staple fiber
• One of the three biggest producers of primary
aluminium in Asia
• One of the leading cement producers in India
and eighth-largest globally
• Fourth-largest producer of insulators in the
world
Ultra Tech.
• Incorporated on 24 August 2000 as L&T
Cement Limited.
• Cement business of Larsen & Toubro Limited

demerged and vested in company in 2004.
• Name changed to UltraTech Cement Limited

with effect from 14 October 2004
overview
• Ultra Tech Cement Limited has an annual
capacity of 52 million tones.
• It is manufactured in the state of the art
manufacturing facility at eleven integrated
plants, ten split grinding units and five bulk
cement terminals located across India.
• Ultra tech cement have been accredited with
ISO 9001, 14001, 18001 certifications.
• The quality of ultra tech has been globally
accepted and is India's largest exporter of
cement and clinker
Social projects.
• Vision -To actively contribute to the social and
economic development of the communities in which
we operate. In so doing, build a better, sustainable
way of life for the weaker sections of society and
raise the country's human development index.“
STRATEGY-The projects are carried out under the aegis
of the "Aditya Birla Centre for Community
Initiatives and Rural Development", led by Mrs.
Rajashree Birla
The focus is on the all-round development of the
communities around plants located mostly in distant
rural areas and tribal belts.
Education Health & family Infrastructure Social causes
welfare Development
Balwadis( prescho Mobile clinics - Roads Widow / dowry-

ol) doctors visit once less mass
a week marriages
Adult education Medical camps - Dams Women
general and issue- empowerment
based
Non-formal Health training Community Awareness drives
education and awareness centers on knowledge,
attitude and
practices
Continuing Sanitation - toilets, Houses
education training,
smokeless
chullahs, biogas
Scholarship for Safe drinking Electricity
girls water
Scholarship for Mother and child Health centers
merit & technical health
SEGMENTATION
GOVERNMENT PROJECTS (KEY ACCOUNTS)

 IRRAGATION
 PUBLIC WORKS
 POWER PROJECTS
NON-GOVERMENT PROJECTS
 RESEDENTIAL PROJECTS (Individual & Cluster)
 NON RESIDENTIAL PROJECTS
GOVERNMENT PROJECTS
IRRAGATION
• Dams
• Canals
• Channels
• Aquaducts
PUBLIC WORKS
DEPARTMENT
• Roads
• Buildings
• Bridges
• Fly-overs
• Constructions of Ports
POWER PROJECTS
• Construction of Penstock pipes

• Power Generation Stations
NON GOVERNMENT PROJECTS
RESEDENTIAL PROJECTS
 INDIVIDUAL RESIDENTIAL PROJECTS

 CLUSTER RESIDENTIAL PROJECTS
NON RESIDENTIAL PROJECTS

 FACTORIES
 WAREHOUSES
 COMPLEXES
T
A
R
G
E
T
I
N
G
TARGET
• Construction Companies
• Contractors and Developers

Cont ….
• Classify as gigantic i.e World wide and nation
wide contractors (e.g Gamen, L & T, Nagarjuna
Constructions, Shapooji Palounji Mistry)
• Regional developers and contractors (e.g

Prestige , Mantri, Briged )
• Local contractors
POSTIONONG
POSTIONING
THE ENGINEER’S CHOICE

EC has a very broad spectrum of meaning. It
conveys because an engineer would have studied
the various technical aspect of cement .He knows
which grade of cement is necessary for a specific
work because each work needs to be completed
with specific measurable strengths so he calls the
shots
Jaan Wahi
Pehchaan Nayi
• AB and BP are great high quality cement

manufactures, over the years they had brought the
technical know-how both from abroad and supported
with in-house intensive research
• It has to be said that these pioneers in the cement

industries both join tougher to pool their resources
tougher, to share their expertise and venture to bring
out a product which should stand “better than the
best product.”
PRODUCT
• Ordinary Portland cement
• Portland Pozzolana cement
• Rapid Hardening Portland
cement
• Portland blast furnace slag
cement
• Ready Mix Concrete
PRICE
Retailers to Customers (Contractors)
• Ordinary Portland Cement (OPC)
 Rs. 275- Rs. 280 per Bag
( Each Bag is of 50 kg)
• Portland Pozzolana cement(PPC)
 Rs. 270- Rs. 275 per Bag
( Each Bag is of 50 kg)
• Ready Mix Concrete
 Rs.3000 per cubic meter
CUSTOMERS
• Dealers
• Stockiest
• Retailers
• Individual House Builders
• Engineers
• Architects
• Masons
• Contractors
PLACE
The company has:

11 integrated plants
1 white cement plant
1 clinkerisation plant in UAE
15 grinding units – 11 in India
2 in UAE
1 in Bahrain and Bangladesh
each.
five terminals — 4 in India and
1 in Sri Lanka
• The export markets of ultratech cement span countries
around the Indian Ocean, Africa, Europe and the Middle
East.
• UltraTech concrete plants are present in Mumbai, Pune,
Nasik, Nagpur, Ahmedabad, Surat, Gurgaon, Noida, Jaipur,
Chandigarh, Chennai, Bangalore, Hyderabad, Cochin,
Vizag, Ludhiana, Raipur and Kolkata.
C. WHITE CEMENT
Kharia Khangar (Rajasthan)
D. CLINKER PLANT
Ras Al Khaimah, UAE
E. BULK TERMINALS
Navi Mumbai (Maharashtra)
Mangalore (Karnataka)
Shankarpally (Andhra Pradesh)
Dodaballpur (Karnataka)
Colombo (Sri Lanka)
CLINKER GRINDING UNIT
BULK CEMENT TERMINAL
PROMOTIONAL
STRATEGIES
Mr. O.P. Puranmalka, Group
Executive President:
“We found that cricket has a great following

in our country and we wanted to explore
the possibility of associating with this
sport.”
• Co sponsor of Indo-Pak series held in
Pakistan
• UltraTech Cement is official team
sponsor of Rajasthan Royals.
• Movie in 10-12 different languages, provides a great
opportunity for advertisers to reach the masses.
• Films are a great entertainment platform for most Indians.
• E very customer who walks in to UltraTech Building
Solutions outlet receives guidance on how to choose and
buy quality construction materials.
• The campaign - Jaan Wahi, Pehchaan Nayi.
• B2B- Bigger the order bigger the gifts!
Scratch card
Foreign trips
• Along with the purchase department, Task department,
management director a demo is given to customers
EX: Concrete road(Bangalore development authority+ Chief
minister)
Group meeting + Lunch= Demo on Ultratech+ low cost
buying.
• Recognize and honor the customer.
RURAL MARKETING
Rural marketing van Give aways
Providing technical assistance to masons and
contractors, teaching them more cost-efficient
construction methods.
Educates villagers on effective usage of

cement + how it safeguards the house

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SHORT VISIT TO THE ADITYA BIRLA INDUSTRY HOUSE

• In the year 2009, the Group was ranked among the

• Kumar Mangalam Birla is the chairman of the Aditya

• Cement business of Larsen & Toubro Limited

• Name changed to UltraTech Cement Limited

Balwadis( prescho Mobile clinics - Roads Widow / dowry-

GOVERNMENT PROJECTS (KEY ACCOUNTS)

• Construction of Penstock pipes

 INDIVIDUAL RESIDENTIAL PROJECTS

NON RESIDENTIAL PROJECTS

• Contractors and Developers

• Regional developers and contractors (e.g

THE ENGINEER’S CHOICE

• AB and BP are great high quality cement

• It has to be said that these pioneers in the cement

The company has:

“We found that cricket has a great following

Educates villagers on effective usage of

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