Ultratech Cement

MUMBAI: to sponsor
UltraTech Shilpa
Cement has comeShetty's IPL
on board asteam
the Official Team Sponsor of Shilpa
Shetty and Raj Kundhra co-owned Jaipur based Indian Premier League (IPL) team
Rajasthan Royals.

Kundra and Shetty bid farewell to the Indian players of Rajasthan Royals.

Rajasthan Royals vice chairman Ranjit Barthakur said, "UltraTech Cement is driven by
an extensive team of professionals who are inspired by sound leadership and strategic
thinking which also drives our team. We are happy to be working with them in Season
2."

UltraTech Cement business head marketing and strategy O. P. Puranmalka added, "The
coming together of the two brands, UltraTech Cement and Rajasthan Royals, is the
bringing together of two champions. Both are champions in their respective domains.
Both are leaders and victorious, and are a perfect match. UltraTech has had a long
association with Indian Cricket and we are extremely proud to be associated with the
Champions of the last IPL season – Rajasthan Royals."

Shilpa Shetty said, "Rajasthan Royals is a heady mix of youth, experience and emerging
talent and the same even holds true for UltraTech. Through this association we will be
cementing our relationship, a definite "best choice" for us!"
romotion 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 andhow often. A good product, an attractive price and an accessible distribution
must be supported byan effective promotion to satisfy customer needs. Promotion activity
include advertising, salespromotion, public relation, and direct marketing. Promotion can
also be viewed as the managementof 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:-

 Info rmatio n

 Persua sion

 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 companyimage and
products. Publicity is any unpaid form of communication throughmedia 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 relationshipbuilding. Sales
persons provide feedback about the market, competitors andcustomers.
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 termincentives to
stimulate demand. It is used to create a stronger and quickerpurchase response. It can be
directed at consumers, middleman and salespersonnel. 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

RESEARCH
METHODOLOGY
32
RESEARCH METHODOLOGY

33
The research methodology is the way systematically solve the systematically solve the
researchproblems. The main objective of the product was to know the market condition
of Lafarge Cemejntand to study the sales promotion activities undertaken by various
cement companies. For this, rightat the beginning the research plan was prepared. This
includes all the detail of how to go aboutresearch work of Lafarge Cement.
RESEARCH PLAN
Definition of research problem
The research problem can be defined as follows
1.
`What are the cement being used by various customer in the region of
Bhubaneshwar and what are their expectation from the cement.
2.
What the market trend is of cement and brand awareness of Lafarge Cement.
DATA COLLECTION
The descriptive nature of research necessitates collection of primary data from retailers
throughmarket survey, personal interview technique was used and interview were
conducted throughstructured questionnaire the question were asked in prearranged
manner. The market research wasconducted over a period of 60 days. Data was tabulated,
analyzed and suggestion andrecommendation were given.
RESEARCH INSTRUMENTATS
The Research instrument chosen for conducting the survey was structured questionnaire
waspre[pared as show as in the annexure. The questionnaire includes open ended as well
as closeended question, few open ended question were included to obtain the perception
of the retailers.The questionnaire designed and a pilot survey was made with the
questionnaire and then changeswere made accordingly with the questionnaire.
SAMPLE PLAN
A sampling technique was chosen for the study was Random Sampling Technique. This
is themost common method of selecting the sample. This is because the retailers are
localized indifferent part of the marker a group of retailers are chosen are random
fromlarge group. It givesall retailers in a group and equal chance of being selected for the
purpose of the survey.
SAMPLE SIZE
Out of nearly 400 retailers in cement market of Bhubaneshwar and its region around
randomly
50% of total population was considered as the sample size.
CONTACT METHOD
Both personal and telephonic interview methods were used for conducting the market
survey.Personal interview had the benefit one to one communication between the
researcher and therespondent. If the respondent is having any doubt or queries in their
mind, they can get heir doubtsclarified from the researcher on the spot and so superior of
data was collected from the survey wascollected from the survey.
Tele – interview was conducted with the structured questionnaire. Tele-interview was
less costlyand less time consuming but the data could not be collected in detail from the
respondents. Alsoany doubt or queries of respondent could not be clarified.
ANALYSIS AND INFORMATION
Detailed information was collected for the project marker survey for retail marketing and
salespromotion activities of Lafarge Cement for the area of Bhubaneshawar market. The
informationwas collected by visiting the retailers of cement present in Bhubaneshawar
market. The interviewof retailer taken in a friendly atmosphere so as to encourage them
to give right information,without any hesitation. Because of some inherent limitation of
telephonic interview, the method ofpersonal interview was mostly used.
ANALYSIS

35
The analysis of the collection information was made in scientific manner. Different
manner rank
was given to each alternative of particular questions, in the questionnaire.
A particular rank was given in the following manner,
Rank-
1
For the most favorable alternative
Rank-
2
For the moderately favorable alternative
Rank-
3
For unfavorable alternative
Rank-
4
For most unfavorable alternative
Rank-
5
Unfavorable
To come at the conclusion, total of each alternative of all the sample size retailers was
made. Thusthe “sum of an alternative” having least score considered to be most
favorable. In this manner,result is prepared for various important parameters of the
survey. With the help of results soobtained, the findings are recorded in the form of
graphs.
The market of cement Changes as the area changes. The demand for particular cement for
particular cement is much less. This is because of the crazier Trend of particular market.
Thus the demand for the cement is not that price sensitive. Price is not the criterion for
selection ofrejection of particular brand is adapted on the type of application of cement
and the brand name inmarket. Thus the awareness among the customers about the
particular cement plays a vital role.
The major types of customers are the builders and masons. The individual customers are
there, buttheir demand is not more. The customers are ready to give slightly high price,
but he wants qualitycement, thus he is quality conscious. The customer perceives quality
of cement as good qualitybecause of effective marketing. So effective marketing is
necessary.

36
The retailer in the marker plays an important role in the sale of the cement. They have
someexpectation from the cement companies; they expected credit facility, good sales
promotionschemes, and timely delivery of cement, etc
Among the plastic bag and paper bag of cement, Customer prefer bag. This is because the
paper
bag prevents it from moisture and quantity remains intact.
In brief cement market is sensitive to marketing. The better & more the marketing the
more ispossibility of sales. The observations and findings of the market survey about
market share andsales promotion activities are given at the next stage, in the report.