1. PRESENTED BY :
YUG A. JAIN (17)

3. DEMAND
• FULL
DEMAND
MARKETINGORIENTATION
• PRODUCT
• PRODUCTION
• SOCIAL
MARKETING
CHAPTER 1

4. STP
SEGMENTATION
(1). Consumers. Segmentation.
(2). Geographic Segmentation.
TARGETING
(Undifferentiated
Targeting )
POSITIONING
Slogan “Giant Compressive
Strength”

5. 'Ambuja Cement.
Yeh
Deewaar nahin
tootegi’

6. • The main objective of A.C.L. to making
advertisement of Ambuja cement is Quality and
strength.
• The G.A.C.L. has made contract with "TRIKAYA" - A
private advertisement agency and it is make
advertisement by……
1) Print Media : A.C.L. gives advertisement in the news
paper and Magazines. By regular period.
2) Out Door Media :A.C.L. gives advertisement on
poster, holdings, wall painting, T.V, radio and internet
by regular period.
ADVERTISING

7. PRODUCT LIFE
CYCLE

8. PRODUCT
Product Variety
Brand Name
Packaging
PRICE
List Price
Discounts
PLACE
Coverage
Channels
Transport
PROMOTION
Sales Promotion
Advertising
Public Relation
MARKETING
MIX

9. (A) COST ORIENTED PRICING: In this product the price is decided as per the cost
of product and it is also known as target pricing.
(B) DEMAND ORIENTED PRICING : In this product the price is decided as per the
consumer demand.Ambuja Cement Ltd. has many competitors in India and
other country also. So, they have set prices taking into consideration all of
them. Thus, the prices are always fluctuating it is also fluctuated by
government.Ambuja Cement Ltd. looks upon following factors for determining
prices :-
(1) Cost of production.
(2) Advertising
(3) Distribution cost.
(4) Sales promotion cost.
Gujarat Ambuja Cement Ltd. provides some motivation like gifts, discounts;
commission etc. for increases the efficiency of the dealers, stockiest to selling
more.
PRICING
STRATEGY

10. CHANNEL OF
DISTRIBUTION
• ZERO level distribution.
Producer Consumer
• One level distribution.
Producer Retailer Consumer
• Two level distribution.
Producer Wholesaler Retailer Consumer
• Three level distribution.
Producer Agent Wholesaler Retailer
Consumer

11. THREAT OF COMPETITORS
* Large no. of competitors
* Marginal product
differentiation
* High fixed costs
* Lack of switching cost
* High exit barriers
THREAT OF NEW ENTRANTS
* Economies of scale
* High Capital requirement
* Access to distribution channels
BARGAINING POWER OF
SUPPLIERS
* Large and few sellers
* Monopolistic control of
external cost element
* No substitutes
* Seller’s product is important
input
THREAT OF SUBSTITUTES
* Bitumen (construction of roads)
* Engineering plastics (construction of
buildings)
BARGAINING POWER OF
BUYERS
* Standard product
* Rising share of retail purchase
and declining share of bulk
purchasers

12. Ambuja Cement
enjoys the position
of “STAR” in BCG
Matrix.