PROJECT ON ULTRATECH CEMENT

“A study on Ultratech CementSales and Performance”
ASHRAF SRS FIRST GRADE COLLEGE, CHITRADURGA-577502
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CONTENTS
CHAPTERS TITLES PAGE NO.
Chapter 1 Introduction 1- 5
Chapter 2 Research Methedology 6-9
Chapter 3 Industry Profile 10-17
Chapter 4 Company Profile 18-29
Chapter 5 Product Profile 30-31
Chapter 6 Dealers Profile 32-32
Chapter 7 SWOT Analysis 33-35
Chapter 8 Finance Report 36-38
Chapter 9 Data Analysis and Interpretation 39-53
Chapter 10 Suggestions Findings and Conclusions 54-55
Annexure 56-58
Bibliography

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INTRODUCTION
SALES:
A sale is the exchange of a commodity for money or service in return for money or the
action of selling something. The seller or the provider of the goods or services completes a sale
in response to an acquisition, an appropriation or a request. There is a a passing of title (property
or ownership) of the item, and the settlement of a price. A seller agrees upon a price which he
willingly gives ownership of the item. The seller, not the purchaser generally executes the sale
and it is completed prior to the obligation of payment.
 Sales Methods
 Sales Agents
 Inside sales vs. Outside sales
A sale can take place through.
 Direct sales, involving person to person contact
 Pro forma sales
 Agency-based
 Sales agents (for example in real estate or in manufacturing)
 Sales outsourcing through direct branded representation
 Transaction sales
 Consultative sales
 Complex sales
 Consignment
 Telemarketing or telesales
 Retail or consumer
 Traveling salesman
 Door-to-door methods

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Request for proposal – An invitation for suppliers, through a bidding process, to submit a
proposal on a specific product or service. An RFP usually represents part of a complex sales
process, also known as "enterprise sales".
Business-to-business – Business-to-business ("B2B") sales are much more relationship-based
owing to the lack of emotional attachment to the products in question. Industrial/professional
sales involves selling from one business to another Electronic
Web – Business-to-business ("B2B") and business-to-consumer ("B2C")
Electronic Data Interchange (EDI) – A set of standard for structuring information to be
electronically exchanged between and within businesses
 Mail-order
 vending machine
 Sales Techniques:
 Selling technique
 Consultative selling
 Sales enablement
 Solution selling
 Conceptual selling
 Strategic selling
 Transactional selling
 Sales Negotiation
 Reverse Selling
 Up selling
 Cross-selling
 Paint-the-Picture
 Take away

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 Sales Agents:
Agents in the sales process can represent either of two parties in the sales process; for example
Sales broker, seller agency, seller agent, seller representative: This is a traditional role where the
salesman represents a person or company on the selling end of a deal. Buyers broker or Buyer
brokerage: This is where the salesman represents the consumer making the purchase. This is
most often applied in large transactions. Disclosed dual agent. This is where the salesman
represents both parties in the sale and acts as a mediator for the transaction. The role of the
salesman here is to oversee that both parties receive an honest and fair deal, and is responsible to
both. Transaction broker: This is where the salesperson represents neither party but handles the
transaction only. The seller owes no responsibility to either party getting a fair or honest deal,
just that all of the papers are handled properly.
Sales outsourcing involves direct branded representation where the sales representatives are
recruited, hired, and managed by an external entity but hold quotas, represent themselves as the
brand of the client, and report all activities (through their own sales management channels) back
to the client. It is akin to a virtual extension of a sales force (see sales outsourcing).
Sales managers aim to implement various sales strategies and management techniques in order to
facilitate improved profits and increased sales volume. They are also responsible for
coordinating the sales and marketing department as well as oversight concerning the fair and
honest execution of the sales process by their agents.
Sales person: The primary function of professional sales is to generate and close leads,
educate prospects, fill needs and satisfy wants of consumers appropriately, and therefore turn
prospective customers into actual ones. Questioning – to understand a customer's goal and
requirements relevant to the product – and the creation of a valuable solution by communicating
the necessary information that encourages a buyer to achieve their goal at an economic cost
comprise the functions of the salesperson or of the sales engine (for example, the Internet, a
vending machine, etc.). A good salesperson should never mis-sell or over-evaluate the customer's
requirements.

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 Inside sales vs. Outside sales:
Since the advent of the telephone, a distinction has been made between "inside sales" and
"outside sales" although it is generally agreed that those terms have no hard-and-fast definition.
In the United States, the Fair Labor Standards Act defines outside sales representatives as
"employees [who] sell their employer's products, services, or facilities to customers away from
their employer's place(s) of business, in general, either at the customer's place of business or by
selling door-to-door at the customer's home" while defining those who work "from the
employer's location" as inside sales. Inside sales generally involves attempting to close business
primarily over the phone via telemarketing, while outside sales (or "field" sales) will usually
involve initial phone work to book sales calls at the potential buyer's location to attempt to close
the deal in person. Some companies have an inside sales department that works with outside
representatives and book their appointments for them. Inside sales sometimes refers to up selling
to existing customers.
OBJECTIVES OF THE STUDY:
 To know about the demand of ultratech cement
 To know the Sales of Ultratech cement in Chitradurga district.
 To know the Popularity and Brand image of Ultratech cement.
 To know the Quality and preference of Ultratech cement.
 To know the existing problems with the products.
 To present the suggestions, Findings to Ultratech Cement.

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SCOPE OF THE STUDY
This study basically tries to discover the current position of Ultratech Cement Sales in the
market. It also tries to discover the preferences of the customers when posed with a choice It is
primarily directed to the general public but was done only in Chitradurga.
LIMITATIONS OF THE STUDY
Though the present study aims to achieve the above-mentioned objectives in full earnest and
accuracy, it may be hampered due to certain limitations. Some of the limitations of the study may
be summarized as follows.
 Difficulties faced during collection of data due to non-familiar of the respondents.
 Getting correct information from the customers is very difficult due to their
inherent problems and busy schedule.
 Getting biased responses from the respondents.
 The selection of customers to cover the various strata of the society is tedious and
time consuming.
 Survey is restricted only for the Chitradurga city.
 Accuracy of findings is not exactly the opinion of whole Chitradurga region.
 The study is based on a sample size and hence the findings cannot be generalized.

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RESEARCH METHEDOLOGY
OBJECTIVES OF RESEARCH:
 The main objective of the research is to find out that what the condition of Ultratech
Cement service in the market and know that how consumers and dealers are satisfied
with the services which are provided to them, and we can also say that find out the Sales
and performance and level.
 And other objective is to analyze current scenario of the market in consumer durable
sector. And analyze that who is the main competitors of Ultratech Cement and what is
the current position of Ultratech Cement sales and performance in market.
SIGNIFICANCE OF RESEARCH:
“All progress is born of inquiry. Doubt is often better than the over confidence, for it Lead to
inquiry & inquiry to invention.” This is a famous Hudson in context of which The
significance of research can well be understood.
 1. Research includes scientific & inductive thinking & it promotes the development of
the logical basis of thinking organization.
 2. The role of research in several fields of applied economics, whether related to
business to the economy as whole, has greatly increased in Modern times.
 3. Research provides the basis for nearly all the government policies in our country.
 4. Research has it special significance in solving various operations & planning
problems of business & industries.

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 5. Research is equally importance for social scientists in studying social relationship &
In seeking answers to various social problem.
 RESEARCH METHODOLOGY:
Research refers to "The systematic method of consisting of enunciating the problem,
formulating a hypothesis, collecting the facts or data, analyzing the facts and reaching certain
conclusion towards the certain problem or certain generalization for some theoretical
formulation.
 RESEARCH DESIGN:
Statistical design was conveniently used to study the relative behavior of consumers. The
main purpose to select this design is that it gives more consistent results, lends itself to
generalization and is more reliable.
The survey method is adopted to do the research study under which information is collected
from the customers through structured questionnaires and personal interview.
TYPE OF RESEARCH DESIGN:
A research design generally knows as a method and procedure for acquiring information
needed to solve the problem. It is some statement or specification of procedures for
collecting and analyzing the information required for the solution of some specific problem.
The design selected for this study is descriptive research and survey research.
 DESCRIPTIVE RESEARCH:
Business research problems may also call for the descriptive type of research. The present
descriptive study is undertaken by the researcher to understand the customer perception
towards insurance products. It has been used to describe what existed in the market/field
outside where the project study was conducted. The descriptive research includes surveys
and facts findings enquiries of different kinds.

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SOURCES OF DATA COLLECTION:
 Date Resources:
The data required for the research can be either primary data or secondary data or both.
 Primary data:
Primary data are data freshly for a specific purpose or for a specific research project. The
normal procedure is to interview some people individually or in groups, to get a sense of
people feel about the topic in question, and then develop a formula research instrument,
debug it, and carry it in to field.
 Secondary data:
Secondary data are data that were collected for another purpose and already exists
somewhere. Researchers usually start their investigation by examining secondary data see
whether the problem can be partly or wholly solved without collecting costly primary data
secondary data provides a starting point for research and after offer advantages of low cost
and ready availability.
METHOD OF SAMPLING:
part of the population is known as sample. The process of drawing a sample from a larger
population is called sampling. After deciding on the research approach and instruments, the
marketing researcher must design a sampling plan. This calls for three decisions.
 Sampling unit:
Who is to be surveyed? The marketing researcher must define the target population that will
be sampled. Once the sampling unit is determined, a sampling frame must be developed so
that everyone in the target population has an equal or known chance of being sampled.

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Sample size:
 Different people were randomly selected from different areas in Chitradurga were
selected for survey. The sample size was 50.
Sampling procedure:
 It is the technique in which we selected the sample. The non-probability sampling
method the approaches for survey under which I have selected the samples as per my
convenience
 Contact methods:
The selection of the method is used for the present study under which the
respondents are contacted personally and filled the Questionnaire through them.

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INDUSTRY PROFILE
BRIEF HISTORY OF CEMENT :
The search for men made bonding materials began with human endeavor to mimic the
habits gifted by nature. Situations changed with growth in population during Paleolithic
Age men used to enjoy adequate shelter provided by nature. The Bronze Age also witnessed the
age of building materials from clay based mixture. The Bronze Age also witnessed the use of
air hardening lime. This obviously linked with the discovery of fire and chanced calcinations of
limestone in some forest tracts.
In the evolutionary process the Phoenicians perfected the practice of mortar preparation
with the burnt lime and volcanic ash. The use of lime and its preparation was handed over
from generation to generation to present times. Modern Portland Cement was invented by
JOSEPH ASPDIA of LEEDS in the year 1824 and this was patented as PORTLAND because of
its hardening, this used to look like stone from Isle of PortLand.
In Modern terminology cement can be defined as follows:
The word cement means BOND and material possessing binding. This cementing
property is called as Cement.” Cement as used in the construction industry is a fine inorganic
powder inherent, cohesive and adhesive properties. It is hydraulic material, which sets and
hardens on addition of water and imparts strength to the structure.
Cement is an essential material for today's society because concrete is made from cement,
which is an inevitable element for housing, commercial and infrastructure development.
Measured on a kilogram per capita basis, concrete is 2nd most widely consumed material in the
world, second only to water. Cement manufacturing process will have -Local impacts
(landscape disturbance, dust emission) and Global impacts (CO2, SOx and NOx emissions).
Because of these impacts, sustainable development has recently become a major strategic issue
for cement manufacturers around the world. Cement industry is giving very specific and serious
attention for managing CO2 emissions.

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In 2000 a group of 10 major cement companies collaborated as "working group
cement"(Cemex (Mexico), Lafarge (France), Cimpor (Portugal), RMC (Great Britain),
Heidelbeurg (Germany), Siam Cement (Thailand), Holcim (Switzerland), Italicementi (Italy),
Votorantim (Brazil) has sponsored study under World Business Council for sustainable
development (WBCSD). WBSCD has entrusted this study to an independent organization
namely, Batelle Memorial Institute. The ideas emerged from this study indicate that the cement
industry-
 Operates manufacturing or processing facilities in 150 countries.
 Has estimated a turnover of USD 97 billion.
 Directly employs an estimated 850,000 workers
Of the many industries influencing the growth of the economy, cement industry
has occupied a relevant position, which it deserves. Cement industry in India is 8 decades old
and yet it is in its youth as one can see the use of the cement anytime and anywhere in cities or
towns in the form of buildings or industries. Keeping in view the importance of cement in
the current economy, it can be said that no other industry exits in the absence of cement
industry.

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INDIAN CEMENT HISTORY:
The attempt to produce Cement in India dates back to 1889 when a Calcutta based firm
attempted to produce Agrillaceauskankar. The first organized attempt tko produce Cement on
a mass scale was attempted in 1904 by South Indian Industries Limited. The growth
continued and in 1936 eleven companies emerged to form Associated Cement Companies
(ACC). The formation of concrete association in India in 1927, helped to popularize the use of
indigenous cement. By 1947, India has 23 cement plants with a capacity of 2.2 million tones
per annum to the ever increasing demand of cement.
The Indian Cement Industry is a unique combination of very large to very small
capacity and modern to very older technology plants. The share of installed capacity of
energy inefficient process plant had slowly decreased from 94% to 61% in 1960 till 1980 and
there after as a result of quantum jump n production capacities through modern dry process
plants as well as conversion of wet process has been reduced to just 5% today. India is the
second largest cement producer in the world after China. The present installed capacity of
119 million tones per annum is distributed over 113 large size plant and over 300 mini cement
plants. The cement production raised from a mere 22.54 million tones per annum in 1982 to
95 million tones per annum by 2001, registered more than 200% growth.
“Economy builds the nation and industry builds the Economy”

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ULTRATECH CEMENT INDUSTRY:
UltraTech Cement Limited was formed effective July 2004, with the demerger of Cement
Division from Larsen & Toubro Limited, and was taken over by the Aditya Birla Group and got
merged into Aditya Vikram .Birla Group of Industries.
UltraTech Cement Limited is a technology driven company with leading edge capabilities
in fields related to infrastructure and basic industries. In terms of main stream criteria viz.,
sales, profit, assets and market capitalization, UltraTech Cement Limited ranks among top ten
in India's private sector. The company is also ranked high by less tangible yardsticks such as
intellectual capital and brand-worth. UltraTech Cement Limited & its subsidiaries, has
manufacturing facilities at 10 locations in India and 3 Terminals including one at Srilanka.
Almost all the factories have secured ISO-9001, 14001, 18001 (OHSAS) and other
certificates of the highest order. UltraTech Cement Limited’s distribution and
services out-reach underlines its strong customer orientation. The network extends to virtually
every district in the country. A concern for the environment is an integral part of the
company's vision. UltraTech Cement Limited is committed to growth in consonance with the
ecology and the needs of the communities it serves.
Ultratech Cement Limited is India`s Largest Cement Producer, with a manufacturing
capacity of over 17 million tons per year. Ultratech cement Limited manufactures and markets.
 Ordinary Portland cement – 43 grades / 53 grades
 Portland Blast Furnace Slag Cement
 Portland Pozzolana Cement

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ULTRATECH CEMENT PLANTS ARE LOCATED AT:
1. Awarpur cement works. Awarpur, Maharashtra
2. Hirmi cement works. Hirmi , Madhya Pradesh
3. Gujarat cement works. Kovaya, Gujarat
4. Andhra Pradesh cements works. Tadpatri, Andhra Pradesh
ULTRATECH CEMENT GRINDING UNITS ARE LOCATED AT:
1. Jarsuguda Orissa
2. Arakkonam Tamilnadu
3. Durgapur West Bengal
Grinding Units:
Magdalla Gujarat
Ratnagiri Maharashtra
ULTRATECH CEMENT TERMINALS ARE LOCATED AT:
1. Navi Mumbai Mumbai
2. Mangalore Terminal Karnataka
3. UltraTech-Ceylinco Srilanka
PLANT CAPACI TY:
Even though the plant has started with an installed capacity of 6,000 TPD, later- on
the capacity has been enhanced to 8,000 TPD. The cement plant's installed capacity is 2
million tons per annum (MTPA). APCW caters to the cement users in the southern part of
India. It is ideally located as far as the market is concerned.

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PLANT AND MACHINERY
UltraTech Concrete is manufactured at state-of-the-art computerized automatic batching &
mixing plants with contemporary technology. Some of the special features of our plants are-
1. Entire process is fully computerized, leaving no scope for human errors. All the control
systems are Windows based.
2. Cement and other raw material are checked as per our quality plan.
3. All the raw materials are stacked in separate bins and are stored under cover so that
aggregates are not exposed to direct sunlight and environment pollution.
4. Cement, Fly ash, Slag etc. are stored in separate silos for better control on recipe.
5. Handling of fly ash and slag are done from closed bunkers to silos directly.
6. Separate weigh-batchers are provided for each ingredient like cement, water, admixtures
and aggregates. The weighing is done on sophisticated electronic weigh batchers. Precise
weighing of all materials is done through electronic load cells made up of special alloys.
7. Homogeneous mixing of concrete is ensured by use of special high-efficiency mixers like
pan-type or turbo-twin shaft mixers.
8. A fully equipped onsite plant laboratory is available at each plant.
9. A Sprinkler system is installed to ensure temperature control of aggregates in hot
weather.
10. In line with Group’s focus towards environment and eco-friendliness all silos are
installed with bag filters and level indicators to avoid any kind of pollution.

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UltraTech is India's largest exporter of cement clinker. The company's production facilities are
spread across eleven integrated plants, one white cement plant, twelve grinding units, and five
terminals — four in India and one in Sri Lanka. Most of the plants have ISO 9001, ISO 14001
and OHSAS 18001 certification. In addition, two plants have received ISO 27001 certification
and four have received SA 8000 certification. The process is currently underway for the
remaining plants. The company exports over 2.5 million tonnes per annum, which is about 30 per
cent of the country's total exports (2009). The export market comprises of countries around the
Indian Ocean, Africa, Europe and the Middle East. Export is a thrust area in the company's
strategy for growth.
 Ordinary Portland cement
 Portland blast furnace slag cement
 Portland Pozzolana cement
Ordinary Portland cement:
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.
Portland blast furnace slag cement:
Portland blast-furnace slag cement contains up to 70 per cent of finely ground, granulated
blast-furnace slag, a non-metallic product consisting essentially of silicates and alumino-silicates
of calcium. Slag brings with it the advantage of the energy invested in the slag making. Grinding
slag for cement replacement takes only 25 per cent of the energy needed to manufacture Portland
cement. Using slag cement to replace a portion of Portland cement in a concrete mixture is a
useful method to make concrete better and more consistent. Portland blast-furnace slag cement
has a lighter colour, better concrete workability, easier finish ability, higher compressive and
flexural strength, lower permeability, improved resistance to aggressive chemicals and more
consistent plastic and hardened consistency.

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Portland Pozzolana cement:
Portland pozzolana cement is ordinary Portland cement blended with pozzolanic
materials (power-station fly ash, burnt clays, ash from burnt plant material or silicious 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
and mortar.
Concrete:
Concrete is most vital material in modern construction. It: has versatile properties like
easy mould ability, high compressive strength and long lasting durability. These properties of
concrete have made it most popular construction material for all types of civil engineering
works. The latest developments in concrete technology have made it possible to use it in intricate
and architecturally complex structures, requiring high degree of performance and aesthetic
appearance. In addition to normal concrete, other varieties in use are, high strength and high
performance concrete, self compacting, light weight, high density, fibre reinforced, polymer,
coloured concrete etc.
The ingredients of good and bad concrete are the same. The difference lies in the technology
used for production, transportation and placement. The making of concrete is an art as well as a
science. Science because all the ingredients are proportioned as per the standard codes of
practice to get the targeted strength & durability, and an art because in addition to accurate
proportioning, quality of concrete depends on the way it is mixed, placed, compacted, finished,
cured and protected. Ready mix Concrete (RMC) technology results in a perfect blend of the Art
and Science.

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COMPANY PROFILE
The Aditya Birla Group is an Indian multinational conglomerate corporation headquartered
in Mumbai, Maharashtra, India. It operates in 33 countries with more than 133,000 employees
worldwide. The group has diversified business interests and is dominant player in all the sectors
in which it operates such as viscose staple fiber, metals, cement, viscose filament yarn, branded
apparel, carbon black, chemicals, fertilizers, insulators, financial services, telecom, BPO and IT
services.
The Aditya Birla group is a US$ 40 billion conglomerate which gets 60 % of its revenues
from outside India. The Aditya Birla Group has been adjudged the best employer in India and
among the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study 2007.
The origins of the group lie in the conglomerate once held by one of India's foremost
industrialists Mr. Ghanshyam Das Birla.
Aditya Birla is organized into various subsidiaries that operate across different sectors.
Among these are viscose staple fiber, non-ferrous metals, cement, viscose filament yarn, branded
apparel, carbon black, chemicals, Retail (under the 'More' brand supermarkets), fertilizers,
chemicals, insulators, financial services, telecom, BPO and IT services. The Group consists of
five main companies, which operate in various industry sectors through subsidiaries, joint
ventures, etc. These are Hindalco, Grasim, Aditya Birla Nuvo, Idea cellular and UltraTech
Cement.
UltraTech Cement, India's largest and the world's 10th largest manufacturer of cement, one
of India's largest producers of RMC and the nations's largest producer of white cement has been
instrumental in India’s rapid infrastructural growth. Its state-of-the-art manufacturing facilities
produce products and services that have aided growth not only in urban areas but also in the rural
interiors of the country. UltraTech as a brand is an embodiment of ‘strength’ and ‘reliability’.
UltraTech Cement is part of the US $40 billion Aditya Birla Group. The company has 22 cement

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plants in India with an installed capacity of 48.75 Million Tonnes Per Annum (MTPA) with an
expected increase of 10 MTPA .UltraTech Cement provides a range of products that cater to all
the needs from laying the foundation to delivering the final touches. The range includes Ordinary
Portland Cement, Portland Blast Furnace Slag Cement, Portland Pozzalana Cement, White
Cement, Ready Mix Concrete, building products and a host of other building solutions. White
cement is manufactured under the brand name of ‘Birla White’ , ready mix concretes under the
name of ‘UltraTech Concrete’ and new age building products under the name of ‘UltraTech
Building Products Division’. The retail outlets of UltraTech operate under the name of
‘UltraTech Building Solutions’.
UltraTech’s parent company, the Aditya Birla Group, is in the league of Fortune 500
companies. It employs a diverse workforce comprising of 1,33,000 employees, belonging to 42
different nationalities across 36 countries. A recent survey conducted by Aon-Hewitt ranked the
Aditya Birla Group as one among the ‘Best Employers’ in India. Another survey conducted by
Aon-Hewitt, Fortune magazine and RBL ranked the group as No. 4 in the world and No.1 in
Asia Pacific among the ‘Top Companies for Leaders’.
ABG is a 24 billion dollars corporation; the Aditya Birla Group is anchored by an
extraordinary force of 100,000 employees, belonging to 25 different nationalities. The diversity
of location, language and culture blends seamlessly into a common work ethos, which thinges
onfostering excellence, recognizing and rewarding entrepreneurship.
ABG believes in empowerment, delegation and calculated risk taking. ABG’s ongoing
endeavor is to create an organizational ambience where talent can bloom. To do so, ABG
strives to make the workplace a source of creativity, innovation and one that makes work
meaningful. ABG ensures that all the Group’s polices, forward – looking initiatives and goals
are fully communicated to all employees and that they understand and relate to these. ABG’s
commitment to their people is reflected in the sense of belonging and pride every employee
feels towards the Group and the passion and commitment they bring to their work.

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The Aditya Birla Group is India’s first truly multinational corporation. Global in vision,
rooted in Indian values, the group is driven by a performance ethic pegged on value creation
for its multiple stakeholders. Over 50 per cent of its revenues flow from its operations across
the world. The Aditya Birla Group’s products and services offer distinctive customer
solutions worldwide. The Group has operations in 20 countries - India, Thailand, Laos,
Indonesia, Philippines, Egypt, China, Canada, Australia, USA, UK, Germany, Hungary,
Brazil, Italy, France, Luxembourg, Switzerland, Malaysia and Korea.
In India, the Group has been adjudged “The Best Employer in India and among the top
20 in Asia” by the Hewitt-Economic Times and Wall Street Journal Study 2007. This has
been announced recently GLOBALLY
THE AD ITYA BIRLA GROUP IS:
A metals powerhouse, among the world’s most cost-efficient
aluminum and copper producers. Hindalco, (Plant: Howrah) from its fold, is a Fortune
500 Company. It is also the largest aluminum rolling company and one of the 3 biggest
producers of primary aluminum in Asia, with the largest single location copper smelter.
 No. 1 in viscose staple fiber
 The 3rd largest producer of insulators
 The 4th largest producer of carbon black
 The 11th largest cement producer globally and the 2nd largest in
India
 With some more units which are under construction now, ABG
will become the largest cement producer in India by 2013.
 Among the world’s top 15 BPO (Business Process Outsourcing)
companies and among India’s top 3
 Among the best energy efficient fertilizers plants.

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IN INDIA:
 A premier branded garments player – Grasim Suiting’s
 The 2nd largest player in viscose filament yarn
 The 2nd largest in the Chlor-alkali sector
 Among the top 5 mobile telephone companies
 A leading player in Life Insurance and Asset Management
– Birla Sun Life.

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COMPANY STRATEGY:
Taking these practices forward, ultratech chairman Mr. Kumar Mangalam Birla
institutionalised the concept of triple bottom line accountability represented by economic
success, environmental responsibility and social commitment. In a holistic way thus, the interests
of all the stakeholders have been textured into company’s group's fabric.
The footprint of their social work today spans 2,500 villages in India, reaching out to
seven million people annually. Their community work is a way of telling the people among
whom they operate that they care.
Projects are planned after a participatory need assessment of the communities around the
plants. Each project has a one-year and a three-year rolling plan, with milestones and measurable
targets. The objective is to phase out their presence over a period of time and hand over the reins
of further development to the people. This also enables them to widen their reach. Along with
internal performance assessment mechanisms, their projects are audited by reputed external
agencies, who measure it on qualitative and quantitative parameters, helping them gauge the
effectiveness and providing excellent inputs.
Their partners in development are government bodies, district authorities, village
panchayats and the end beneficiaries — the villagers. The Government has, in their 5-year plans,
special funds earmarked for human development and they recourse to many of these. At the same
time, they network and collaborate with like-minded bilateral and unilateral agencies to share
ideas, draw from each other's experiences, and ensure that efforts are not duplicated. At another
level, this provides a platform for advocacy. Some of the agencies they have collaborated with
are UNFPA, SIFSA, CARE India, Habitat for Humanity International, Unicef and the World
Bank.

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“MILESTONES”
1983 -Awarpur Cement Works Plant I 1987 Awarpur Cement Works Plant II 1993 -
Jharsuguda grinding unit 1994 -Hirmi Cement Works 1996 -Gujarat Cement Works Plant I 1998
-Andhra Pradesh Cement Works -Gujarat Cement Works Plant II 1999 -Narmada Cement
Company Limited acquired -Ratnagiri Cement Works 2000 Bulk cement terminals at Mangalore,
Navi Mumbai and Colombo
2001 -Grasim acquires 10 per cent stake in L&T. Subsequently increases stake to 15.3 per cent
by October 2002 -Durgapur grinding unit
2002 -Grasim increases its stake in L&T to 14.15 per cent -Arakkonam grinding unit -
The Grasim Board approves an open offer for purchase of up to 20 per cent of the equity shares
of Larsen & Toubro Ltd (L&T), in accordance with the provisions and guidelines issued by the
Securities & Exchange Board of India (SEBI) Regulations, 1997.
2003 The board of Larsen & Toubro Ltd (L&T) decides to demerge its cement business
into a separate cement company (CemCo). Grasim decides to acquire an 8.5 per cent equity stake
from L&T and then make an open offer for 30 per cent of the equity of CemCo, to acquire
management control of the company
2004 Completion of the implementation process to demerge the cement business of L&T
and completion of open offer by Grasim, with the latter acquiring controlling stake in the newly
formed company UltraTech 2006 -Narmada Cement Company Limited amalgamated with
UltraTech pursuant to a Scheme of Amalgamation being approved by the Board for Industrial &
Financial Reconstruction (BIFR) in terms of the provision of Sick Industrial Companies Act
(Special Provisions) - Formerly known as Ultratech Cemco Limited. The Group's principal
activities are to manufacture and market clinker and cement in India

Page 25

Page 26
MISSION STATEMENT:
“To deliver superior value to our customers, shareholders, employees and society at large”
VISION STATEMENT:
"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."
VALUES:
 Integrity
 Commitment
 Seamlessness
 Passion
 Speed

Page 27
MANAGEMENT TEAMS
BOARD OF DIRECTORS:
Mr. Kumar Mangalam Birla, Chairperson
 Mrs. Rajashree Birla
 Mr. R.C.Bhargava
 Mr. G.M.Dave
 Mr. N.J.Jhaveri
 Mr. S.B.Mathur
 Mr. V.T.Moorthy
 Mr. S.Rajgopal
 Mr. D.D.Rathi
 Mr. O.P.Puranmalka, (Wholetime Director)
Executive President & Chief Financial Officer:
 Mr.K.C.Birla
Chief Manufacturing Officer:
 Mr. R.K.Shah
Chief Marketing Officer:
 Mr. S.N.Jajoo
Chief People Officer:
 Mr. C.B.Tiwar

Page 28
Company Secretary: Mr. S.K Chatterji.
AWARDS AND ACHIEVEMENTS:
While ‘Customer Satisfaction’ is an important indicator used at UltraTech to enhance the
company’s performance, its pursuit of excellence has been acknowledged across multiple
performance criteria by experts and contemporaries. The company has, over the years, won
numerous awards across categories such as export, quality, safety among others. While these
awards are a great source of pride, yet more importantly, they inspire them to continuously push
the very benchmarks of quality a little higher, everyday. UltraTech Cement is easily amongst the
most unique brand in its category. The consumer perception of UltraTech is built around the
attributes of ‘modernity’, ‘quality’ and ‘technological superiority’. Based on these defining facts,
the brand is positioned as the expert for all construction needs. UltraTech has been recently
bestowed with the title of consumer validated ‘Superbrand’ by the Superbrands Council and
consumer selected ‘Powerbrand’ by Powerbrands India.
A majority of UltraTech’s state-of-the-art manufacturing units are accredited with the
highest quality standards and certifications such as ISO 9001 for quality systems, ISO 14001 for
environmental management systems and OHSAS 18001 for occupational hazard and safety
management systems. UltraTech has pursued excellence in all its areas of operations and has
numerous accolades to its credit. Clients in India and across the world have consistently
endorsed UltraTech’s adherence to the highest quality standards. The lists of export awards won
by UltraTech provide ample proof of its uncompromising standards on product quality.
UltraTech has been on the roll call of top exporters of the Chemicals & Allied Export Promotion
Council, year after year. UltraTech has also won the Capexil Certificate of Export Recognition.

Page 29
Awards in the field of :
1. Export
2. Environment
3. Safety
4. Finance
5. CSR
6. Quality
7. ISO/SA/OHSAS
8. UltraTech Superbrand Award 2012
9. Birla White Superbrand Award 2012
10. UltraTech Superbrand Award 2011

Page 30
Production Plants of ULTRATECH in INDIA:
Type of Unit No.
Integrated Plants 11
Grinding Units 11
Bulk Terminals 5
Jetties 4
UltraTech Head Office 1

Page 31
PRODUCT PROFILE
 Ultratech is providing different kinds of product related to constructions and variety of
products are available in the market.
 They are giving the superior quality of goods which makes the construction more
powerful and quality assurance is given by ultratech cement ltd.
 Cement Products have different features as per the different requirements of the
customers or consumers.
 There are different packaging pattern of cement so that the cement does not losses its
substance and hardness remains in the cement.
 Cement comes in the size of 10kg, 25kg, 50kg and 100kg bags.
 Many a time company is providing the facility of transportation for the customers if the
order is in bulk.

Page 32
PROCESS
Portland cements are made by grinding a mixture of limestone, clay and other corrective
materials, viz. Lateritic, Bauxite etc. Essential constituents mainly are Lime, Silica, Alumina and
Iron Oxide. The process of manufacturing consists of grinding of raw materials into fine powder,
mixing them intimately and burning in a kiln at about 1400 deg. C. The resultant product is
called Clinker. Clinker is cooled, ground to fine powder with gypsum. The end product is
cement.

Page 33
DISTRIBUTOR PROFILE
A CASE STUDY OF KAREEM ENTERPRISES
Introduction
In modern marketing, re-stockiest, wholesalers and dealers play a very important role in creating
demand and market for a product. Their main business is to promote sales, deliver the goods to
the customers and ensure that the goods reach the ultimate consumer. From the point of view of
industrialist in today’s market environment, their services are essential.
Considering these objectives in mind KAREEM ENTERPRISE is a single ownership in the
business concern has taken in CHITRADURGA City.
The inception
KAREEM ENTERPRISES launched in February 2000, From then, the firm has successfully
earned good name and reputation in the town for it‘s excellent service that it provide to it’s
customers.
Capital structure
At the beginning the firm had invested 2.5% of the company profit. Till now the enterprise is
successfully in securing 3% of the demand for Ultratech Cement India Limited products in
Chitradurga city.

Page 34
SWOT ANALYSIS
Strengths:
UltraTech Cement Limited (UltraTech) is India-based one of the largest cement
manufacturing company. The company along with its subsidiaries is engaged in the business of
manufacturing, marketing, distribution and sales of the cement and cement related products.
UltraTech other cement related products are ready mix concrete and cement clinker. The product
portfolio of the company comprises Portland cement, Portland blast furnace slag cement and
Portland Pozzolana cement. The company also exports cement and clinker to countries around
the Indian Ocean, Africa, Europe, and the Middle East. The company has an annual cement
production capacity of 18.2 million tones. It is a subsidiary of Grasim Industries Ltd. The
company operates two subsidiary companies namely, Dakshin Cement Limited and UltraTech
Ceylinco (P) Limited. The company is headquarter at Mumbai in India.The company reported
revenues of (Rupee) INR 66,643.30 million during the fiscal year ended March 2009, an increase
of 16.43% over 2008. The operating profit of the company was INR 13,678.20 million during the
fiscal year 2009, a decrease of 9.73% from 2008. The net profit of the company was INR
9,780.60 million during the fiscal year 2009, a decrease of 3.17% from 2008.
Strengths of UltraTech are as follows-:
 Better quality
 Long relationship with customer.
 Maintains a world class infrastructure.
 Market share.
 Large distribution network.
 Proper research and development.
 Strong financial backing

Page 35
Weakness:
Everyone looks up to a visionary leader to understand the possibilities tomorrow holds. And you
have a greater responsibility to bear when you are India’s largest cement company.
In the present day context, UltraTech is playing an important role in the infrastructural
development of the country. No wonder, UltraTech’s every creation is a window to tomorrow.
And an effective communication was needed to reflect the same.It was quite a daunting task for
Interface Communications, the advertising agency for UltraTech, to get the right mix of
emotions and technological superiority that appeal to everyone right across IHBs to architects
and large commercial establishments.
The weaknesses of UltraTech are as follows-
 Delay in supply.
 Inconsistency of Supply.
 Insufficient manpower
Opportunity:
When you view India through a prism, its multi-faceted refractions are awesome, unique
and partly distressing. A multiethnic, multi-religious, multilingual, multi-cultural diverse
democracy, rich in its distinctive heritage — India is, indeed, captivating. Our democracy
resonates throughout the world. Moreover, the way in which India has transformed itself from a
colonial, agri-based backwater economy into an independent, modern, knowledge-driven one is
the stuff of case studies at the best-in-class business schools the world over. While the youth
leader must appreciate these facets, he or she must have a thorough understanding of the
different strands that go into the weave of India. The partition in the aftermath of our freedom
struggle has left a scar, as has the divide in the name of God. India is a country of extreme
paradoxes. We are reckoned as a nation of tremendous opportunities and, yet, it is a reality that
India is a place of perpetual struggle. We have large tracts of our country that have yet to witness
any economic advancement.

Page 36
Threats:
Just a few years ago, the Aditya Birla Group bought over the cement business of L&T for
around ` 2,200 crore. L&T allowed its name to be used for about a year. O.P. Puranmalka, Group
Executive President, Grasim Industries, and Chief Marketing Officer, observes that in a very
short time the company had to establish a new brand name in the minds of the people and use the
L&T mind space. The task was Herculean. Explaining the strategy behind the new brand name,
Mr. Puranmalka said: "We wanted to capture the gene code of L&T in the new brand name. So
we commissioned research on customer perception about the L&T Cement brand. Of course, we
were very sure in our minds that L&T Cement epitomised engineering prowess, technology
quality and modernity."
In 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 player but also among the global
leaders in cement. UltraTech has strong competitors like ACC, LAFARGE, AMBUJA Etc.,
although the Brand Equity of ULTRATECH CEMENT is AT PAR with ACC and LAFARGE,
to maintain the same continuous follow-up in all respect is necessary. The Ultratech cement has
to adopt necessary strategies to compete with strong competitiors in order to retain its market
position and the goodwill in the market.

Page 37
FINANCIAL REPORT OF ULTRATECH
BALANCE SHEET
1. Finance Report (Balance Sheet):
Particulars Mar '
14
Mar '
13
Mar ' 12 Mar ' 11 Mar
'10
Sources of funds
Owner's fund
Equity share capital 274.07 274.04 124.49 124.49 124.49
Share application money - - 1.99 1.68 0.77
Preference share capital - - - - -
Reserves & surplus 12,585.75 10,392.00 4,482.17 3,475.93 2,571.73
Loan funds
Secured loans 2,012.09 2,789.76 854.19 1,175.80 982.66
Unsecured loans 1,796.04 1,354.84 750.33 965.83 757.84
Total 16,667.95 14,810.64 6,213.17 5,743.73 4,437.49
Uses of funds
Fixed assets
Gross block 19,014.48 17,942.27 8,078.14 7,401.02 4,972.60
Less : revaluation reserve - - - - -
Less : accumulated depreciation 7,379.66 6,542.02 3,136.46 2,765.33 2,472.14
Net block 11,634.82 11,400.25 4,941.68 4,635.69 2,500.46
Capital work-in-progress 3,163.02 1,105.32 259.37 677.28 2,283.15
Investments 3,788.77 3,730.32 1,669.55 1,034.80 170.90
Net current assets
Current assets, loans & advances 4,501.82 3,920.31 1,496.18 1,378.35 1,317.49
Less : current liabilities & provisions 6,420.48 5,345.56 2,153.61 1,982.39 1,834.51
Total net current assets -1,918.66 -1,425.25 -657.43 -604.04 -517.02
Miscellaneous expenses not written - - - - -
Total 16,667.95 14,810.64 6,213.17 5,743.73 4,437.49
Notes:
Book value of unquoted investments 3,697.10 3,730.32 1,669.55 1,034.80 170.90
Market value of quoted investments 90.23 - - - -
Contingent liabilities 5,892.68 4,220.47 420.26 355.07 645.17
Number of equity shares outstanding
(Lacs)
2740.65 2740.42 1244.87 1244.86 1244.86

Page 38
PROFIT LOSS ACCOUNT:
(Rs in Crores)
Mar ' 14 Mar ' 13 Mar ' 12 Mar ' 11 Mar ' 10
Income
Operating income 18,270.69 13,205.64 7,042.82 6,385.50 5,512.43
Expenses
Material consumed 3,620.80 3,013.54 1,588.44 1,193.97 1,008.92
Manufacturing expenses 4,489.06 3,302.56 1,528.33 1,805.56 1,314.78
Personnel expenses 855.21 690.64 250.28 216.76 171.55
Selling expenses 4,419.48 3,168.94 1,477.88 1,256.46 1,143.02
Adminstrative expenses 819.34 487.27 224.27 177.93 160.03
Expenses capitalised -39.11 -10.51 -4.02 -8.38 -13.37
Cost of sales 14,164.78 10,652.44 5,065.18 4,642.30 3,784.93
Operating profit 4,105.91 2,553.20 1,977.64 1,743.20 1,727.50
Other recurring income 121.60 253.22 101.71 99.29 87.31
Adjusted PBDIT 4,227.51 2,806.42 2,079.35 1,842.49 1,814.81
Financial expenses 223.86 287.91 124.11 134.09 81.93
Depreciation 902.56 765.73 388.08 323.00 237.23
Other write offs - - - - -
Adjusted PBT 3,101.09 1,752.78 1,567.16 1,385.40 1,495.65
Tax charges 956.69 507.48 494.92 384.44 499.40
Adjusted PAT 2,144.40 1,245.30 1,072.24 1,000.96 996.25
Non recurring items 250.27 33.41 21.00 -23.94 11.36
Other non cash adjustments 51.52 125.52 - - -
Reported net profit 2,446.19 1,404.23 1,093.24 977.02 1,007.61
Earnigs before appropriation 5,229.78 4,133.60 3,531.64 2,575.14 1,782.77
Equity dividend 219.25 164.42 74.69 62.24 62.24
Preference dividend - - - - -
Dividend tax 35.57 26.67 12.41 10.58 10.58
Retained earnings 4,974.96 3,942.51 3,444.54 2,502.32 1,709.95

Page 39
CAPITAL STRUCTURE
(Rs in Crore)
From
Year
To
Year
Class
Of
Share
Authorized
Capital
Issued
Capital
Paid Up
Shares (Nos)
Paid Up
Face
Value
Paid Up
Capital
2013 2014 Equity
Share
280.00 274.07 274065301 10 274.07
2012 2013 Equity
Share
280.00 274.04 274041665 10 274.04
2011 2012 Equity
Share
130.00 124.49 124487079 10 124.49
2010 2011 Equity
Share
130.00 124.49 124485879 10 124.49
2009 2010 Equity
Share
130.00 124.49 124485879 10 124.49
2008 2009 Equity
Share
130.00 124.49 124485879 10 124.49
2007 2008 Equity
Share
130.00 124.40 124398621 10 124.40
2006 2007 Equity
Share
130.00 124.40 124398621 10 124.40
2005 2006 Equity
Share
130.00 124.40 124398621 10 124.40
2004 2005 Equity
Share
30.00 30.00 129999993 10 3.00
2003 2004 Equity
Share
30.00 30.00 121398547 10 2.65

Page 40
DATA ANALYSIS AND INTERPRETATION
The data after collection has to processed and analyzed in accordance with the out line laid for
the purpose at the time of developing the research plan. The purpose of this analysis is to
interpret and draw conclusion from the collected data. Here if procedure is followed for data
analysis.
 Editing
 Coding
 Data entry
 Tabulation and statistical analysis
 Editing:
It is the process of examining the collected raw data (especially in surveys) to detect
errors and omissions and to correct these when possible. It involves the careful security of
questionnaires. Editing is done assure that the data are accurate, consistent with other facts
gathered, uniformly entered as complete as possible and have been well arranged to facilitate
coding and tabulation.
 Coding:
It refers to the process of assigning numerals or oilier symbols to answers so that responses
can be put into a limited number of categories or classes. Such classes should be appropriate to
the research problems under consideration. They must posses the characteristics of
exhaustiveness, mutual exclusive and unidimensionality. It is done at the designing phase of
questionnaire.
 Classification:
It is the process of arranging data in groups or classes on the basis of common
characteristics. Data having a common characteristic are placed in one class and in this way
the entire data is divided into a number of group or classes.
 Tabulation:

Page 41
It is the process of summarizing raw data and displaying the same in compact
from for further analysis.
GRAPHIC REPRESENTATION OF DATA:
Graphic presentation involves the use of pictures rather than tables to present results.
Statistical analysis helps us to identify important findings and they are eye catch which makes
easy for readers to understand the facts properly and quickly.
Pie charts:
Pie charts are frequently used type of graph. They are appropriate for displaying
marketing results in a wide range of situations. In a pie chart, different segments of a circle
represents percentage contribution of various components to the total.
This chart is very useful because it clearly brings out relative importance of various
components. For drawing a pie chart, we construct a circle and this is broken into various
segments. Angle 360 degree represents 100% and corresponding angles for each component can
be found by multiplying 360 degree with percentage of the component.
Bar chart:
Bar charts are the most flexible type of graphs. Many things that cannot he shown or
effectively shown, with other type of graphs can readily be shown with bar charts. In bar charts
we make use of rectangles to present the given data.

Page 42
INTERPRETATION:
Interpretation is an essential for the simple reason that usefulness and utility of research
findings lie in proper interpretations. It is being considered a basic component of research
process because of the following reasons.
 It is through interpretation that the research can well understand the abstract principle that
works beneath his findings. Through this, he can link up his findings. With those of
studies having the same abstract principle and thereby can predict about the concrete
world of events.
 Interpretation leads to the establishment of explanatory concepts that can serve as a guide
for future studies it opens new avenues of intellectual adventures and stimulated the quest
for knowledge.
 Researchers can appreciate his views through interpretation. That is giving details, on
what his findings are? Through this he can make others to understand the real
significance of his research.

Page 43
ANALYSIS SHOWING WHICH CEMENT BRAND IS FAMILIAR IN THE MARKET
TABLE-1
Brand Respondents Percentage
Ultratech 30 60
ACC 5 10
Jaypee 5 10
Ambuja 10 20
Total 50 100
GRAPH-1
Interpretation:
From the Above table 60% of the Respondants are aware of Ultratech Brand and 10% of ACC
and 10% of Jaypee and 20% of Ambuja Cements are Known to the Consumers.
Inference:
0
10
20
30
40
50
60
70
Ultratech ACC Jaypee Ambuja
Familiar
Familiar

Page 44
From the above table we can see ultratech brand has highest brand loyalty.
ANALYSIS SHOWING WHICH BRAND SALES IS MORE IN THE RETAIL OUTLET
TABLE-2
GRAPH-2
Interpretation:
From the Above table 60% of the retailers are Selling Ultratech Brand and 20% of ACC and
10% of Jaypee and 10% of Ambuja are being sold in the Retail Outlets on the Average.
Sales
Ultratech
Jaypee
ACC
Ambuja
Brands Respondents Percentage
Ultratech 30 60
Jaypee 05 10
ACC 10 20
Ambuja 05 10
Total 50 100

Page 45
Inference:
From the above table we can see ultratech brand has highest brand loyalty and sales I, e., 60% of
the retailers have no problem in selling Ultratech.
ANALYSIS SHOWING WHICH SIZE IS MOSTLY PREFERRED IN CEMNET
TABLE-3
GRAPH-3
Interpretation:
From the Above table 60% of the Customers are using 25 kg of Bags and 30% of are using 50 kg
Of Bags and 10% of are using 10 kg Bags in the Retail Outlets on the Average.
Inference:
Size
10
25
50
100
Sizes Respondents Percentage
10 Kg 05 10
25 Kg 30 60
50 Kg 15 30
100 Kg 00 00
Total 50 100

Page 46
From the above table we can see majority of the Customers are using Cement in the 25kg of
Bags.
ANALYSIS SHOWING WHY ULTRATECH CEMENT IS PREFERRED BY THE
CUSTOMERS
TABLE-4
Reason Respondents Percentage
Quality 25 50
Price 10 20
Durability 10 20
Variety 05 10
Total 50 100
GRAPH-4
Interpretation:
0 10 20 30 40 50
Quality
Price
Durability
Variety
Reason
Reason

Page 47
From the Above table 50% of the Customers are using Ultreatech Cement becauseof the Quality,
20% of the Customers are using Ultratech because of Price, 20% of the Customers are using
Ultratech because of Durability, 10% of Customers are using Ultratech because of Variety in it
Inference:
From the above table we can see majority of the People buy Ultratech because of Quality.
ANALYSIS SHOWING THE DEALER AND NON DEALERS IN THE CITY
TABLE-5
Dealers 36 72%
Non Dealers 14 28%
Total 50 100
GRAPH-5
Interpretation:
0
10
20
30
40
50
60
70
80
Dealers Non Dealers
Series
Series

Page 48
From the Analysis the Dealers of the Ultratech Cement are more Comparing to
other Copmany dealers in the City . Hence Ultratech company has more loyalty in
Chitradurga City.
ANALYSIS SHOWING THE OPINION OF THE CUSTOMER REGARDING THE
PRICE OF THE ULTRATECH CEMENT
TABLE-6
Opinion on Price Respondents Percentage
Costly 17 34
Affordable 20 40
Low 03 06
Reasonable 10 20
Total 50 100
GRAPH-6
0
5
10
15
20
25
30
35
40
45
Affordable low Reasonable Costly
Opinion on Price
Opinion on Price

Page 49
Interpretation:
From the Above table 40% of the Customers says that Ultratech Cement is Affordable, 6% of the
Customers Says that Ultratech Cement is Low in Cost, 20% of the Customers says that Ultratech
Cement is Reasonable in Price, 34% of the Customers says that Ultratech Cement is Costly in
Price
Inference: From the above table we can see most of the Customers believe that Ultratech
Cement is Affordable in Price.
ANALYSIS SHOWING THE DISTRIBUTERS VISITING TO RETAIL SHOPS OF
ULTRATECH CEMENT
TABLE-7
Distributor Visiting to Retailer Respondents Percentage
One time in Month 30 60
Two time in Month 10 20
Three time in Month 10 20
Daily 0 00
Total 50 100
GRAPH-7
0
10
20
30
40
50
60
One time in
Month
Two time in
Month
Three time
in Month
Daily
Distributer Visiting to Retailer
Distributer Visiting to Retailer

Page 50
Interpretation:
From the Above table 60% of the Distributers of Ultratech Cement Visits Retail Shops one time
in a Month, 20% of the Distributers Visits Retail Shops Twice in a Month, 20% of the
Distributers Visits Retail Shops Thrice in a Month,
Inference:
From the above table we can assume that 60% of the Distributers of Ultratech Cement Visits
Retail Shops Once in a Month.
ANALYSIS SHOWING THE DISTRIBUTERS COMMUNICATION ABOUT SCHEMES
OF ULTRTAECH CEMNET WITH RETAILOR
TABLE-8
Distributor Communication Respondents Percentage
YES 31 62
No 19 38
Total 50 100
GRAPH-8
Interpretation:
Distributer Communication
Yes
No

Page 51
The Above table shows that 62 % of the Distributers of Ultratech Cement Communicate the
Schemes of the Company and 38% of the Distributers doesn`t.
Inference:
This Shows the Ultratech cement has bad Communication with Retailers. About the Schemes of
the Ultratech Cement.
ANALYSIS SHOWING THAT WHICH DISTRIBUTERS SUPPLY IS GOOD IN
DISTRIBUTION
TABLE-9
Brands Respondents Percentage
Ultratech 35 70
ACC 06 12
Jaypee 02 4
Ambuja 07 14
Total 50 100
GRAPH-9
0
20
40
60
80
Ultratech ACC Jaypee Ambuja
Supply
Supply

Page 52
Interpretation:
The Above table shows that 70% of the retailers say that distributors come frequently. And they
are satisfied with Ultratech cement . 12% say that they are satisfied with ACC, and 4% say that
Jaypee is good in Distribution.
Inference:
This Shows that the Distribution level of Ultratech cement is Good and the 70% of the Retailers
are satisfied by the Distribution of Ultratech Cement.
ANALYSIS SHOWING WHY RETAILER DOES NOT PREFER ULTRATECH
CEMENT
TABLE-10
Reason Respondents Percentage
Packaging is not good 04 70
Price is high 08 12
Retailer Margin 18 4
Advertisement is less 06 14
Total 50 100
GRAPH-10

Page 53
Interpretation:
From the Analysis the retailers who do not prefer Ultrtech Cement is due to Less Retailer
Margin . Necessary Steps have to be taking to guide the retails that the Margin is not the less
with compared to the Competitive Products.
ANALYSIS SHOWING THE LEVEL OF SATISFACTION OF THE ULTRATECH
CEMENT
TABLE-11
Satisfaction Respondents Percentage
Satisfied 30 60
Unsatisfied 12 24
Marginally Satisfied 08 16
Total 50 100
GRAPH-11
0
10
20
30
40
Packaging is
not Good
Price is High Retailer
Margin
Advertisement
is less
Series 1
Series 1

Page 54
Interpretation:
From the Analysis 60% of the Customers Says that Ultratech Cements satisfies the Needs
and Wants of the Customers, 24% of the Customers says that Ultratech Cement does not
Satisfies the Customers and 16% of the Customers says that Ultratech Cement Marginlly
Satisfies the Customer Needs and Wants.
ANALYSIS SHOWING RETAILERS VIEW TO INCRESE THE SALES OF
ULTRATECH
TABLE-12
Retailers View Respondents Percentage
Distribution Services 02 04
Promotional Offers 30 60
More Advertising Hoardings 06 12
Telecast of Add in TV Media 05 10
Others like packing Display 07 14
Total 50 100
Satisfaction
Satisfied
Unsatisfied
Marginally

Page 55
GRAPH-12
Interpretation: From the Above table we can see that 60% is for the Promotional Offers, the
Next big thing is for the Display Boards & Packing with 14% then goes to more Advertisement
in TV media with 10% and Advertisement hoardings with 12%
Inference: From the above table we can say that to increase the sales of the Ultratech, They
Should go with Promotional Offers to the Retailers, and by giving display boards and telecasting
of ads o the TV is the next best option and we can even go for the advertisement Hoardings .
FINDINGS
60% of the retailers are Selling Ultratech Brand and 20% of ACC and 10% of Jaypee and
10% of Ambuja are being sold in the Retail Outlets on the Average. Ultratech brand has
highest brand loyalty and sales I, e., 60% of the retailers have no problem in selling
Ultratech.
60% of the Customers are using 25 kg of Bags and 30% of are using 50 kg Of Bags and
10% of are using 10 kg Bags in the Retail Outlets on the Average. Majority of the
Customers are using Cement in the 25kg of Bags.
Increase of Sales
Distribution
Services

Page 56
50% of the Customers are using Ultreatech Cement becauseof the Quality, 20% of the
Customers are using Ultratech because of Price, 20% of the Customers are using Ultratech
because of Durability, 10% of Customers are using Ultratech because of Variety in it
40% of the Customers says that Ultratech Cement is Affordable, 6% of the Customers Says
that Ultratech Cement is Low in Cost, 20% of the Customers says that Ultratech Cement is
Reasonable in Price, 34% of the Customers says that Ultratech Cement is Costly in Price
Most of the Customers believe that Ultratech Cement is Affordable in Price.
60% of the Distributers of Ultratech Cement Visits Retail Shops one time in a Month, 20% of
the Distributers Visits Retail Shops Twice in a Month, 20% of the Distributers Visits Retail
Shops Thrice in a Month,
60% of the Customers Says that Ultratech Cements satisfies the Needs and Wants of the
Customers, 24% of the Customers says that Ultratech Cement does not Satisfies the
Customers and 16% of the Customers says that Ultratech Cement Marginlly Satisfies the
Customer Needs and Wants.
SUGGESTIONS:
On the basis of above study carried out by me, the following suggestions are submitted:-
 To increase the sales of Ultratech Cement in such area there is a need of time to time
demo program, seminars & meetings.
 There is a need of more promotional activities specially in sub dealer and outside
Chitradurga Area.
 Time to time offers should be provided to the customer from our Ultratech company.

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 Need to available all the construction parts, material and tools our distributor office.
 Ultratech Company should be change the colour of PSC bags.
 The company must improve its supply so as the demand for the cement can easily be met.
 It must target the rural markets as they are providing a good marketing opportunity these
days.
Conclusion:
The visit for this Project had given me the great knowledge about the business. After
Meeting with the Various Dealers of the Ultratech Cement I can say that this industry is
fulfilling the needs of the consumer as well as of customer. This industry is making good profit
in the market.
Annexure
QUESTIONNAIRE
I am Mohammed Ashraf Raza, Student of BBM SRS First grade Degree College, have
undertaken final semester project regarding the topic ‘‘A Study On Ultratech Cement
Sales and Performance” I need your feedback for some of the questions.

Page 58
Name:………………………………. Occupation ……………………………
Sex ……………………… E-Mail Id:……………………………..
Age …………………………. Contact No.……………………………
Q. 1 Do you use Ultratech Cement for Consrtuction Purpose ?
A. Yes ( ) B . No ( )
Q. 2 Do you think Ultratech Cement provides quality products to it’s customers?
A. Yes ( ) B. No ( )
C. Can’t say ( )
Q.3 What do you think is the main reason for your use of Ultratech Cement ?
A. Price ( ) B. Variety ( )
C. Quality ( ) D. Availability ( )
Q.4 Have you seen the Advertisement of Ultratech Cement?
A. Yes ( ) B. No ( )
Q.5 How you came to know about Ultratech Cement?
A. Advertisement ( ) B. Family members ( )
C. Word of mouth ( ) D. Showroom display ( )

Page 59
Q.6 What is opinion about the price of Ultratech Cement?
A. Costly ( ) B. Low ( )
C. Reasonable ( ) D. Affordable ( )
Q.7 Any Problems you faced while using it ?
A.Yes ( ) B. No ( )
Q.8 State your level of Satisfaction with regard to the Ultratech Cement ?
A) Level of Satisfaction 10- 20 ( ) B) Level of Satisfaction 20-40 ( )
C) Level of Satisfaction 40-60 ( ) D) Level Satisfaction 60-80 ( )
Q.9 State your level of Dissatisfaction with regard to the Ultratech Cement ?
A) Level of Dissatisfaction 10- 20 ( ) B) Level of Dissatisfaction 20-40 ( )
C) Level of Dissatisfaction 40-60 ( ) D) Level of Dissatisfaction 60-80 ( )
Q.10 What Kind of Change You Require in Ultrtaech Cement?
A. Resaonable Cost ( ) B. High Standards of Quality ( )
C. More Quantity ( ) D. Seasonal Schemes ( )
Q.11 what changes would you like to see in Ultratech cement ?
A.More Products Range ( ) B. More Quality ( )
C. Better Packaging ( ) D.All the above ( )
Q.12 what other product’s would u like to see from the Ultratech ? State any…..

Page 60
A……………………………. B. ………………………………
Q.13 Will you recommend Ultratech Cement to others?
A.yes ( ) B. No ( )
Q.14 would you continue to buy Ultratech cement even if there is increased to say up-to
10-15% In Prices?
A. Yes ( ) B.No ( )
Q.15 Give your remark regarding the Ultratech Cement ?
A. Good ( ) B. Best ( )
C. Average ( ) D. Poor ( )
BIBLIOGRAPHY
 www.ultratechcement.com
 www.ultratechcement/india.com

Page 61
 www.students3k.com
 www.wikipedia.org
 www.slideshare.com
 Strategic Selling by (Robert B. Miller)
 Perfect Selling by (Linda Richardson)
 Spin Selling by (Neil Rackham)

PROJECT ON ULTRATECH CEMENT

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