Ultratech Cement, founded by Kumar Mangalam Birla in 1983, is India's largest cement manufacturer with an annual production capacity of 93 million tons. The company emphasizes its strong values including integrity and commitment, and offers a diverse product range consisting of 68 different products with a focus on innovative packaging. With a competitive pricing strategy, Ultratech faces competition from companies such as Shree Cement and Ambuja Cement.

1. Marketing Management
Presented By:
Anand Singh Tomar

2. Introduction
 UltraTech cement was founded by Kumar Mangalam Birla in 1983.
 UltraTech Cement Ltd. is the largest manufacturer of grey cement, Ready
Mix Concrete (RMC) and white cement in India. It is also one of the leading
cement producers globally.
 The company has an installed capacity of 93 Million Tones Per Annum
(MTPA) of grey cement.
 UltraTech parent company, the Aditya Birla Group, is in the league of
Fortune 500 companies. It employs a diverse workforce comprising of
120,000 employees, belonging to 42 different nationalities across 36
countries.
 Values of UltraTech Cement :-
 Integrity
 Commitment
 Passion
 Seamlessness
 Speed

3. Product Level
BbBBCore
Basic
Expected
Augmented
Potential
Construction of
important engineering
structures
Protection of
exposed
surfaces of
structures
against the
destructive
agents of the
weather.
Concrete for
laying floors,
roofs and
constructing
lintels, beams,
stairs, pillars.
Mortar
Plastering
Masonry
Pointing
Construction

4. Product Level
BbBBCore
Basic
Expected
Augmented
Potential
Birla-white cement
Ultra-tech
building
solutions
Ultra-tech
building
products
Ultra-tech
Concrete
Ultra-tech
Cement

5. Product mix
 Product Width : The width defines the number of product lines that a company
sells. Product width of Ultra-tech cement is 3.
 Product Length : Length here defines the total number of products in the
product mix. Product length of Ultra-tech cement is 19.
 Product Depth : Depth refers to the number of variations for each product in
terms of size, flavor etc.
 Product Consistency : Consistency here defines how closely the product lines
are related to one another in terms of use, production and distribution.
 Total products of Ultra-Tech cement are 68.

7. PackagingWhat is packaging?
The primary objective is to contain, protect and preserve a product as well as and to its handling and final
presentation. It is an integral part of product planning and promotion.
Packaging refers to the process and design, evaluation and production of packages.
Functions of Packaging:
• Promotion and selling of the product: To create a brand identity the packaging needs to be attractive ,
colorful, and visually appealing packages have promotional value . A well designed package is a powerful
selling device because it helps the product stand out from the competitors.
• Defining product identity : It is sometimes used to promote an image such as prestige,
convenience or status. Can be a crucial part of marketing strategy particularly in advertising.
• Providing information: packages give directions for product use, information about contents, guarantees,
nutritional information and potential hazards.
• Protecting the product: For a cement it is important that the packaging should be durable and strong enough
so that there is no tampering or spoiling during shipping and delivery of the packages.

8. EVOLUTION OF ULTRA TECH CEMENT PACKAGING
Packing Size: 50 Kg
Cement Grade: Grade 43
Brand: Ultra Tech
Type: OPC (Ordinary
Portland Cement
The packaging of the ultra tech cement is being made in two colors white and yellow and the cement bags are
available in 25 and 50 kgs. Ultra Tech Premium is packaged in classy, PP laminated box shaped bags, which are
tamper proof and can withstand the toughest of handling. No hooks or mechanized handling for these bags. So
they arrive in good shape at the customer’s site—fresh and with correct weight.
Packaging Size: 50kg
Grade: OPC 43

9. Labeling
A Label is an information tag, wrapper, seal or imprinted message attached to a product. A labels main
function is to inform about the contents and give directions. It contains brand name, logo, ingredients, special
promotional messages , and other useful information.
A Label is an information tag, wrapper , seal or imprinted message attached to product
•Content and give direction
•Production use

10. Types of Labeling
Brand Label:
Trademark or Logo
Descriptive Label:
Product use
Construction
Care
Performance
Grade Label:
the quality of a product

11. Price Points of Product Variants
 Ultratech Cement (Rs. 250 Per bag)
 High strength Ultratech cement (Rs. 280 Per bag)
 Rediplast Cement (Rs. 650 Per bag)
 Ultratech OPC Cement (Rs. 395 Per 50Kg.)
 Ultratech PPC Cement (Rs. 260 Per 50Kg)

12. Competitors
 Shree cement (Rs. 300 Per bag, Rs. 272 Per bag
in Udaipur and Rajasthan)
 Ambuja cement (Rs. 300 Per bag in Kanpur and
Vadodra, Rs, 330 Per bag in Kolkata)
 ACC cement (Rs. 370 Per bag in Bengaluru and
Rs. 330 Per bag in Kolkata)
 Bharat (Rs.425 Per bag )
 Concrete expert cement (Rs. 250 Per Bag) with
25 delta powder, lamination package for more
safety, supreme product for concrete.