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BINANI CEMENT
Binani Industries
Binani Industries Limited is a fast growing, multidimensional business conglomerate with
s...
unlike in cold regions where houses are made up of wood. For this purpose, the company
has reached out beyond India to exp...
4. PRICE: Binani Cement uses competitive pricing. It has priced its products lesser than
that of Ultratech and ACC. If Bin...
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Marketing Strategy for Binani cement

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This is the Marketing Strategy being used by Binani Cement. The file contains STP, 4P and SWOT analysis of Binani cement

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Marketing Strategy for Binani cement

  1. 1. BINANI CEMENT Binani Industries Binani Industries Limited is a fast growing, multidimensional business conglomerate with sales, manufacturing, R&D operations spread in Asia, Europe, Middle East and North America. Its diversified businesses deliver products, solutions and information services for industries spanning cement, glass fibre, composites, zinc, construction, and energy. Mission and Vision: The Braj Binani Group aims to be a pioneer in all its endeavours and set benchmarks while focusing on sustainable growth. This ensured the progress and transformation of Braj Binani Group from its humble beginnings to its present day global stature.  To achieve leadership status in the core sector, across the world  To employ frontline technologies to meet the highest global standards in products and services  To set benchmarks in manufacturing and environmental performance  To be a customer-first, quality-obsessed, socially sensitive corporate entity  To achieve breakthroughs in manufacturing based on intensive R&D  To ensure well-being of all our stake-holders; upholding such values as integrity, trust, concern, empathy and commitment. BINANI CEMENT: Binani Cement Limited is the Group’s flagship subsidiary with operations in India, Dubai and China. It is amongst India’s reputed manufacturers of cement with a global manufacturing capacity of 11.25 million tons per annum. The Binani Group has handled challenging projects across geographies, completing them in record time and running them effectively. Cement is no longer just a commodity. This industry faces increasing competition with more and more players entering the national stream. Hence, cement companies need to lay out a detailed and an aggressive marketing strategy to gain space in the consumers’ mind and establish a distinct brand space in the minds of the consumers. Marketing strategy for Binani Cement STPs: 1. SEGMENTATION: Binani Cement like any other cement major segments its market on geographical lines. Cement being the main raw material for houses and construction purposes, so only tropical regions (countries) have houses and buildings made of cement
  2. 2. unlike in cold regions where houses are made up of wood. For this purpose, the company has reached out beyond India to explore growth opportunities in neighbouring countries. 2. TARGETING: Binani Cement mostly targets the real-estate developers and construction contractors in India and the neighbouring Asian countries and continents. It has established a strong market presence in the north and western parts of the country. With infrastructure development continuing steadily, the company is striving to strengthen its pan-Asia presence. In the UAE, Sudan, South Africa, Tanzania and Namibia, Binani Cement is known for its consistency and quality. 3. POSITIONING: Cement, being a commodity, it is difficult for cement manufacturers to differentiate their products from one another. This is where effective branding plays a crucial role. The bundle of benefits that Binani Cement provides includes quality, strength, reliability, performance, endurance, and consistency. However, the central benefit and hence, the positioning of the brand revolves around “Long-lasting durability”. This differentiating position is reflected in their promotional campaigns and advertisements. Due to increased competition in this industry, branding has started to assume even more significance. Bollywood superstar Amitabh Bachchan is associated with Binani Cement since 2004. Celebrity endorsements often increase the brand recall value of the brand and help to establish a level of trust and confidence towards the product in the minds of the consumers. 4Ps: 1. PRODUCT: The Company manufactures and markets four major products. These include Ordinary Portland Cement (OPC), Pozzolona Portland Cement (PPC), Ground granulated blast furnace slag and ready mix concrete. The major strength of any cement company lies in its manufacturing process. Binani Cement Limited has a global manufacturing capacity of 11.25 million tonnes per annum with integrated plants in India and China and grinding units in Dubai. 2. PLACE: Binani Cement has a multinational distribution setup with a sales network in India, UAE, UK, South Africa, Tanzania and Namibia. The most widespread distribution network lies in India. The strongholds of Binani Cement include the Western and Northern markets of India. In terms of mind and market share, Binani Cement occupies the fourth place after Ultratech, ACC and Ambuja. The strong supply and distribution network proves extremely advantageous in times of material shortage. 3. PROMOTION: Cement, in general is more of a B2B commodity. Therefore, promotion and advertisements in the cement industry are not very massive. However, Binani Cement has invested heavily in branding. The brand is endorsed by Amitabh Bachchan since 2004. With the tagline, “Sadiyon ke liye...” the recent television commercial (TVC) strikes an emotional chord with the consumer. Associating a commodity like cement with emotions in a first-of-its-kind TVC, the campaign is titled “Parental Love”. For most Indians, building a house marks an extremely important landmark in their lives and hence, helps this brand to strike the right chords. Binani Cement has positioned itself as a brand providing long-lasting durability. This is endorsed in all their ad-campaigns. Apart from TVCs, the brand is also advertised on radio, in newspapers and trade magazines.
  3. 3. 4. PRICE: Binani Cement uses competitive pricing. It has priced its products lesser than that of Ultratech and ACC. If Binani Cements can maintain their competitive pricing strategy, it will slowly but surely enhance its market share. SWOT Analysis: Strengths: 1. The major strength of any cement company lies in its manufacturing process. Binani Cement Limited has a global manufacturing capacity of 11.25 million tonnes per annum with integrated plants in India and China and grinding units in Dubai. 2. Its limestone reserves of 195 million tonnes, which are near Binanigram are capable of serving the company for the next 30 years. 3. The company is acquiring coal mines in Indonesia to meet the energy requirements of its global operations. Weaknesses: 1. Market share of the company is low as compared to Ultratech Cement, Ambuja Cement and ACC Cement. 2. Though Binani Cement Limited is striving to expand its horizon and establish a pan-Asia presence, its market is India remains largely confined to the northern and western parts of the country. Opportunities: 1. The Company has been allotted Nimbri lignite mine. A detailed techno-economic study is underway for an early exploitation of lignite. 2. The cement industry is likely to witness an increase in growth triggered by the government’s drive to revive economic activity by initiating investment in infrastructure projects. A correction is foreseen in interest rates and improved regulation as regards land acquisition and environmental clearance leading to revival of several on-hold projects. Threats: 1. Energy and transportation costs are expected to continue on a higher trend and hence put pressure on pricing in the near term. 2. Unfavourable changes in excise duty and import duties on cement can be a cause of concern for cement manufacturers.

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