Marketing Strategy of Ultratech Cement

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  • Topic: Portland cement, Cement, Ground granulated blast furnace slag
  • Pages : 41 (12113 words )
  • Download(s) : 2210
  • Published : August 7, 2010
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INDEX
1. CEMENT AND ITS TYPES
2. INDIAN CEMENT INDUSTRY
OVERVIEW
STRUCTURE
MAJOR PLAYERS
GOVT. POLICIES
CEMENT EXPORTS
PORTER’S 5-FORCE MODEL
. SWOT ANALYSIS
3. INTRODUCTION ULTRA TECH CEMENT
3.1 PRODUCTION UNITS
3.2 ULTRA TECH ADVANTAGES
3.3 AWARDS
3.4 EXPORTS

4. PROJECT WORK
4.1 OBJECTIVE OF THE STUDY
4.2 RESEARCH DESIGN
4.3 DATA ANALYSIS & FINDINGS
4.4 LIMITATIONS
4.5 RECOMMENDATIONS
5. CONCLUSION

6. ANNEXURE

7. BIBLIOGRAPHY

PREFACE
Indian economy is facing a boom in the real estate. This is directly related with the cement sector. Ultra Tech cement being one of the top three players in the Indian market and the most exported Indian cement is an important part of the sector. During my project, I carried out a research for Ultra Tech cement and tried to find out its current market position, reasons behind any shortcomings and also found out some methods of increasing Ultra Tech cement sales. The report also gives a detailed idea about the Indian cement industry and the key players.

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). 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...
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