Marketing Strategies in Ambuja Cement

PRESENTED BY :YUG A. JAIN (17)

DEMAND

•FULL DEMAND

MARKETING ORIENTATION

• PRODUCT

• PRODUCTION

• SOCIAL MARKETING

CHAPTER 1

STP

SEGMENTATION(1). Consumers. Segmentation.(2). Geographic Segmentation.

TARGETING(Undifferentiated Targeting )

POSITIONINGSlogan “Giant Compressive

Strength”

'Ambuja Cement. YehDeewaar nahin tootegi’

• 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

PRODUCT LIFE CYCLE

PRICEList PriceDiscounts

PLACECoverageChannelsTransport

PROMOTIONSales PromotionAdvertisingPublic Relation

MARKETING MIX

(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

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

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

PORT

ER’S

5 FORC

E MODE

L

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