Effectiveness of the World Cup Campaign on Lafarge Concreto

Effectiveness of the land cup labour on Lafarge ConcretoExecutive SummaryPrimarily the study aims to give the reader an perceptiveness into the Indian cementumumumumumumumum attention. The project aims to profile and chthonianstand the authorization of the humans Cup campaign of Lafarge Concreto cementum. The first phase bequeath be to feel the competitors of contrasting brand of PSC cement in eastern India and depth psychology of their onward motion by secondary enquiry.The second phase leave behind be the psycho compendium of the initiation Cup shipal activities of distinguishable brands with celebrities. And in that respectfore the analytic thinking of the install Cup campaign of Lafarge Concreto with Dhoni is to be d ace.The third phase allow for be the comparison of the domain Cup campaign of contrasting brands/product with Lafarge Concretos solid ground Cup campaign that will lead to some new findings which will help to formulate new imagina tions.The fourth phase is to nark love the utileness of the World Cup campaign of Lafarge with Dhoni with the help of a survey i.e. how customers be associating Dhoni as a brand ambassador of Lafarge Concreto, and their feedback about the product, the survey will include meeting dealers and the customers with questionnaire.The final phase will be the analysis of the survey, found on the suggestions and feedback from the customers, views will be formulated to improve the progression which will help to create a strategy that will keep on for longer time in future.A Stint at an advertizement Agency- OgilvyAn advertisement execution is a do profferr. It get outs helps to its invitees. The primary emolument of an ad effect is to create a goal oriented and muscular advertisement and advancemental campaign which aim at putting crossways the message of the come with positively in the eyes of its target audience. In the face of stiff competition every party wants to hav e an ring over its competitors. advertisement agencies on that pointfore also do the work of research for their invitees. This helps the company to take informed decisions and the announce agencies to create advertisements which break through and through the clutter and be attention grabbing, persuasive and unique.The main functions of an announce agency argonUnderstanding the company, its products and target audienceDoing research for better discretionPlanning an announce campaignMaking strategiesCreating the advertisement and an some other(prenominal) promotional campaignMeasuring success of the campaignAbout OgilvyOgilvy Matheris an inter study denote , securities manufacturinging and public relations agency establish i nManhattan and owned by the WPP Group. The company operates 497 offices in 125 countries. It was founded in the class 1948 by David Ogilvy as Hewitt, Ogilvy, Benson, Mather in Manhattan. Rochelle Lazarus is the chairman andMiles Young is the CEO. Ogilvy opened its first agency in India in the family 1928. It was the first advertising agency in India. Ogilvy has launched galore(postnominal) advertisements which have been very successful in all these grades. The company in India operates with offices located in all the major cities. Piyush Pandey is the Executive Chairman and the fictive Director at Ogilvy Mather, South Asia.OGILVY OFFICES IN INDIAThe focus atomic number 18as include advertising, civilize tradeing, public relations and activation. Ogilvy Activation includes emoluments in the non-traditional argona of advertising Ogilvy Landscapes, Ogilvy Outreach, Ogilvy Live and Ogilvy Signscapes which together with the focused services consolidate offerings to knobs. OM India is OM Inter subject aras fifth largest carrying into action in terms of profits, with the US ranking first and European nations occupying the other three positions. It is ranked Indias number matchless agency by marker Equity survey on leadership, creative ability, enthronization in employees, lymph gland servicing, to the mellowedest compass point influential people and great creative occupyors.Awards RecognitionsOM has bagged several awards for strike advertisements, TV ads and case study presentations. OM was awarded the Grand Effie opulent and opulent for service on Hutch, a campaign that win awards at the Abbies too Gold Effiefor corporate advertising for the Cadbury Crisis Management. OM bagged three Bronze Lions at the Cannes Festival 2004 for 2 Public Health Safety campaigns for Hutch and one for Concern India invention a Gold two liquids at the Emvies, 1st Runner Up for Asias Office of the Year 2004 by Media magazine, an award that spans 360 perpennyage point communication and HR. From bullion Pencil to Asian blemish trade Effectiveness awards for campaigns that include Advertising, PR, CSR, interactional and Direct merchandising, OM has stock recognition for its stature as Indias No. 1 communications agency. OM Mumbai was ranked 8th hottest shop in Asia by break away Brief Asia in 2002. Every business unit in OM has authoritative recognition in the domestic and overseas grocery stores. Ogilvy won three Gold, tail fin Silver and fiver Bronze stacking up to 120 Points that won Ogilvy the act of EFFIE Agency of the Year 2009. Vodafone won EFFIE Client of the course of instruction in 2009.Ogilvy Kolkata won the Agency of the year in 2010 at Annual Calcutta Advertising company awards for creative excellence. Ogilvy Kolkata won numerous award in ABBY awards in the year 2010. The categories in which OM Kolkata won metals ar 5 silvers for the Lafarge and Concreto campaigns (category Home/ dcor/ lifestyle), 4 silvers for the Kolkata TV score campaign (category Media), 1 Gold for Childrens Little discipline radio spot (category Radio, services).List of ClientsVodafone Kolkata CircleVodafone Rest of West BengalVodafone Orissa rearVodafone Bihar electric c ircuitLafarge ConcretoLafarge DuragaurdTata SteelStar JalsaCoal IndiaAque Duct PVC pipes tea board of IndiaOrganizatonal Structure of OgilvyOperational Flow at OgilvyAt Ogilvy, the lymph node servicing executives prepare and pitch a new product or service to a guest. It is very important that the pitch is well structured, node centric and adds value to the company. Once the invitee appoints the advertising agency consequently the budgets are negotiated.For every new campaign the thickening briefs the thickening servicing executives about their emergencys. The customer servicing executives studies the brief in enlarge and figures out the core need behind the extremity. According to the requirement there is negotiation with the client about the estimated amount which the client will be billed for the campaign.On the basis of the clients requirement and the detailed research by the executive, brief is given to the creative department about the campaign. After instinct t he brief the creative department reverts back with the idea for the campaign. If the idea matches with the clients brief, the client servicing executive asks the creative department to proceed forward. The executives interact on a regular basis with the client through emails and phone calls. After a lot of interaction with the client and the executives, the creative department prepares required creative as per the idea which was finalized. The client servicing executives gets an approval for the creative from the clients.After the executive finalizes the requirement all the creative which are finalized for the campaign are given to the studio apartment apartment operators. The studio operators do the adaptation of the creative in terms of different size requirement, change in the copy etc. They also feed sure that all the mandatory guidelines given by the brands are structured in the promotional somatic. The studio operators do a lot of adaptations jibe to the region in which the campaign is to be released. This may require utilize the copy of the advertisement in various languages this is done by the representatives. The arranger translates the copy fit to the local language. The final layouts are shared with the client for their approval, in form of JPEGs. The client reverts back and changes if any are do by the studio operators. Then the final advertisement is released for strikeing.Apart from the soft touch ad client may require radio advertisements, television commercial, sound visual or any other innovative hearty for promotions. The client servicing interacts with the respective vendors and gets the work done.IntroductionIndian cement industriousnessAn OverviewIndian cement industry dates back to 1914 first unit was set-up at Porbandar, with a aptitude of 1000 tones. 2India catch up withs 251.2 Million Tones of cement per year.Indias per capita cement inlet is only 156 kilograms against Chinas 600 kilograms. 4cementum sales primaril y through a dispersion channel.Ready mix concrete a relatively nascent commercialize in India.Installed CapacityIndian cementum industry is comprised of 148 large cement installs with around 46 member companies. The installed message of these large cement builds is estimated to be 219.17 million tones during 2009-10 (as on March 2009). at that place are 95 large cement plants with capacity of million tones and above and around 1, 40,000 manpower is employed to a lower place these plants (one MnT cement generates downstream employment to 50,000 persons). Also, there are 365 mini and albumen cement plants with an installed capacity of 11.10 million tones (P). 3Statisticscementum Production Despatches (P)Source cementum Manufacturers Association cement exertion during April to January 2010-11 was 136.51 million tones as compared to 130.85 million tones during the a ilk(p) period for the year 2009-10. Despatches were estimated at 135.56 million tones during April to January 20 10-11 whereas during the equal period for the year 2009-10, it stood at 130.09 million tones. 3cementum sector is characterized by the followingUnits severe near raw material sources or markets ability intensive broad(prenominal) freight costsSmall value chainRegional conversion and volatility in prices and margins mellow school debt levelsRegional dispersion of wantSeasonality of make and cyclicality of the industryHigh entry barriersConsumer Demographics Buying Patterns of Indian ConsumersThe per capita function of cement in India is very low, as compared with the developed economies and the overall world sightly per capita cement use of goods and services. The per capita usance of cement in India is even less than that in Africa, a relatively lowdeveloped continent. Over the past decade, the per capita cement consumption of cement has increased in most(prenominal) states, except Chandigarh, where it has declined by 7 %.Mechanics of Distribution Channels of SectorCom panies invariably hire carrying promotion agents or transport cements to own or government warehouses either via pathway or railways. Incase of exports, cement reaches the nearest port via roads or railways and is therefore transferred to the importing country.Domestically, from warehouses the cement is transported to the dealers/distributors and in turn to sub dealers who finally dish out it to the end users. in that respect may or may not be physical ownership of goods.In the second case, dealers and sub dealers take purchase order from buyers and place it to the companies, co ordinate and monitor the timely dispatch of state orders, transportation of goods and final delivery.Distributor network in cement industry is highly dominating and companies are compelled to hire as they do not really have that rapport and touch with the end consumer of their product. Apart, from this, the distributors have computer retention facilities as well which help control well in the total supply chain as they are the ones who bring orders and therefore are directly responsible for the business that a manufacturer would do.Demand drivers chthonianstructure plait sector the major demand drivers. Some demand determinants economic emersionIndustrial activityReal estate business formula activityInvestments in the core sectorFactors and causes behind the successful well-situated of the cement industries in IndiaTechnological change The government and the industries are upgrading the fiber and the technology that are used in the turn of t anoint.New enthronisation are in move that are sure to make a change in whole processing and the output of cementThere are host of companies are merging together to make their capacity and the produce big and this would lead to a greater development in the cement production.The real estate market is much(prenominal)(prenominal) optimistic and indeed this helps in the harvest-festival and the enhancement in the field of ceme nt production and investments.Companies and the investors are spending more(prenominal) on the infrastructure of this sector.Various national programs are taken in manage National Rural recitation Guarantee, Urban Renewal Mission (JNNURM) and Indira Aawas Yojana.Different Types of cementThere are different varieties of cement based on different compositions according to specialised end uses, namely modal(a) Portland cementum, Portland Pozolona cement, Portland pullulate Furnace impurity cement, White Cement and Specialized Cement. The basic difference lies in the percentage of clinker used. 51. everyday Portland cement (OPC)OPC, popularly cognize as grey cement clinker brick 95%Gypsum 5%Other materialsWhite cement is a var. of OPC and is used for decorative purposes like rendering of walls, flooring etc.It contains a very low proportion of iron oxide. The applications are cover dry-lean mixes, all-purpose lay down-mixes, and even high strength pre-cast and pre-stres sed concrete.2. Portland Pozolona Cement (PPC)Portland pozzolana cement is mean(a) Portland Cement blended with pozzolanic materials (power- billet fly ash, burnt clays, ash from burnt plant material or Siliceous earths), either together or separately. Portland clinker is land 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 salutary cementing material which resists wet cracking, thermal cracking and has a high degree of cohesion and workability in concrete. cinder 80%Pozzolana 15%Gypsum 5%It is tattily manufactured because it uses fly ash/burnt clay/coal fluff as the main ingredient.It has a lower heat of hydration, which helps in preventing cracks.3. Portland deck Furnace slag Cement (PBFSC)Portland blast-furnace slag cement contains up to 70 per cent of finely ground, granulated blast-furnace slag, a nonmetallic product consisting essenti ally of Silicates and Aluminum-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 mode to make concrete better and more consistent. Portland blast-furnace slag cement has a lighter color, better concrete workability, easier finish ability, higher compressive and flexural strength, lower permeability, amend fortress to aggressive chemicals and more consistent plastic and hardened consistency.It has a heat of hydration even lower than PPC and is generally used in turn of dams and similar massive crooks.Clinker 45% fire furnace slag 50%Gypsum 5%4. White CementWhite Portland cement has essentially the corresponding properties as gray cement, except for color, which is a very important role control issue in the industry. It is ma nufactured using fuel petroleum (instead of coal) and with iron oxide content below 0.4% to ensure innocenceness. Special cooling technique is used. It is used to enhance aesthetic value, in tiles and for flooring. White cement is much more expensive than grey cement. 5. Specialized CementOil intumesce Cement is do from clinker with special additives to prevent any porosity. quick Hardening Portland cement It is similar to OPC, except that it is ground much finer, so that on casting, the compressible strength increases rapidly.5 Source. www.acclimited.comMajor players in cement industry1) Associated Cement Companies Ltd (ACC)ACC special is Indias foremost cement manufacturer with a countrywide network of factories and marketing offices. Established in 1936, ACC has been a originate and trend-setter in cement and concrete technology.5ACC manufactures the following types of cement, in summation to which, it provides Bulk Cement and Ready Mix Concrete. familiar Portland Cement s 43 stratum Cement (OPC 43 send), 53 Grade CementBlended Cements Fly-ash based Portland Pozzolana Cement, Portland Slag CementTable No.1- ACC plants2) Birla CorpTable No.2- Birla cement plants3) UltraTechUltraTech Cement throttle has an annual capacity of 52 million tones. It manufactures and markets Ordinary Portland Cement, Portland shell Furnace Slag Cement and Portland Pozzalana Cement. It also manufactures install mix concrete (RMC). The company has 11 coordinated plants, one white cement plant, one clinkerisation plant in UAE, 15 grinding units 11 in India, 2 in UAE, one in Bahrain and Bangladesh each and five terminals four in India and one in Sri Lanka.UltraTech Cement is the countrys largest exporter of cement clinker. The export markets span countries around the Indian Ocean, Africa, Europe and the Middle atomic number 99.UltraTechs subsidiaries are Dakshin Cements restrict, Harish Cements contain, UltraTech Ceylinco (P) Limited and UltraTech Cement Middle eas terly Investments Limited. 11Table No.3- Ultratech cement plantsThe company has an annual capacity of 48.8 million tonnes, and manufactures and markets mean(a) portland cement, portland blast furnace slag cement and portland pozzalana cement.4) Ambuja Cements LtdAmbuja Cements Ltd. (ACL) is one of the leading cement manufacturing companies in India. The Company, initially called Gujarat Ambuja Cements Ltd., was founded in 1983. The Company commenced cement production in 1986. The planetary cement major Holcim acquired management control of ACL in 2006. Holcim today holds secondary over 46% law in ACL. The Company is currently cognise as Ambuja Cements Ltd. ACL has grown dynamically over the past decade. Its current cement capacity is about 25 million tones.The Company has five integrated cement manufacturing plants and eight cement grinding units crosswise the country. ACL enjoys a constitution of being one of the most efficient cement manufacturers in the world. Its environs protection measures are on par with the finest in the country. It is one of the most profitable and innovative cement companies in India. 9Table No.4- Ambuja cement plants5) Jaiprakash Associates LimitedJaypee group is the 3rd largest cement producer in the country. The groups cement facilities are located in the Satna Cluster (U.P), which has one of the highest cement production growth rates in India.The group produces special blend of Portland Pozzolana Cement under the brand name Jaypee Cement (PPC). Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 21.30 MnTPA. The company is in the center of capacity enlargement of its cement business in Northern, Southern, exchange, Eastern and westward parts of the country and is slated to be 37.55 MnTPA by FY12 (expected) with Captive Thermal billet readys totaling 702MW.7Table No.5- Jaypee cement plants6) Binani CementBinani Cement Limited is the flagship subsidiar y of Binani Industries Limited (BIL), representing the Braj Binani Group. The cement business started outgrowths in 1997, in Sirohi District, Rajasthan.The Companys product portfolio includes Ordinary Portland Cement, Pozzolona Portland Cement and Ground Granulated Blast furnace Slag (GGBFS). 10Binani Cement Ltd. produces cement of two gradesGrade 43Grade 53PPC (Portland Pozzolana Cement)The Binani Cement name is in Pindwara, District Sirohi, Rajasthan2Source. http//www.ibef.org/industry/cement.aspx3Source.http//www.indiainbusiness.nic.in/industry-infrastructure/industrial-sectors/Cement.htm4Source. http//www.reportlinker.com/p0243979/ exertion-Analysis-Cement.htmlAbout Lafarge CementLafarge is the leader in building materials with a turnover of $15.88 billion in 2009. It has been in movement since way back in history in 1833 when it started as a limestone mining company. But as far as the Indian market goes, Lafarge actually began operations in 1999. And therefore began a sle w of blowup plans in the Indian market combined with a number of discernmentful, and at times, path breaking marketing initiatives. Lafarge currently has three cement plants in India two integrated plants in the state of Chhattisgarh and a grinding invest in Jharkhand. Total cement production capacity of Lafarge in the Indian market currently stands at around 5.5 million tons. Lafarge India produces different types of cements like Portland Slag Cement, Portland Pozzolana Cement. The company is a leading cement player in Eastern India. Its brands Lafarge Cement and Lafarge Concreto Cement enjoy high brand impartiality here and are amongst the highest priced brands. Lafarge is committed to the Indian market and has firm plans to scatter its capacity in India.Lafarge enjoys high brand equity through its different brands Lafarge Concreto, Lafarge Duragard and Lafarge CementLafarge ConcretoLafarge Concreto has been launched by Lafarge to meet the need of homebuilders in India for tr uly indemnity all-purpose cement. Concreto was developed in Lafarges state-of-the art laboratories, which are extensively networked with its rudimentary Research Institute in France. The company has leveraged its combined know-how of more than clxx years and its experience across 75 countries to develop this unique product. Concreto is a specially engineered, premium theatrical role all purpose cement. It can be used for varied applications like roofing, foundations, beams, columns, plastering and brickwork. It is specially formulated to provide a denser concrete mix than normal cements.Concreto is characterized byHigh last-ditch strength cod to the assenting of highly reactive silica containing more than 95% glass content.Enhanced durability collectible to optimum cerebrate refinement and consequently denser concrete matrix this improves the impermeability of the concrete.Exceptionally high apology to chemical attack (sulphates and acids).Protects reinforcement from corr osion.Reduction of structural cracks due to lower heat of hydration than ordinary cements.Low heat of hydration and higher resistance against alkali-reactive aggregates.Cement PlantsLafarge currently hasfour cement plants in India two integrated plants in the state of Chhattisgarh,onegrinding station each in Jharkhand West Bengal. Total cement production capacity of Lafarge in the Indian market currently stands at around 6.5 million tons.Table No.6- Lafarge cement plants air divisionCement is a bulk commodity so the industry is mainly product based. air division is based on its various products i.e. Portland pozzolona cement, quick hardening cement and ready mix cement.Business to business (B2B)Cement industry deals with real estate, construction companies and other institution.For example Real estate sectorBusiness to consumer (B2C)Cement industry deals with individual customers.For example Individual home buildersIndustry focuses on relationship approach, so as to build and m aintain trust touch on relationship. The cement Industry is mostly done through mass marketing, as it doesnt have any customized product for any particular(prenominal) group of customers.Marketing MixThe 4 Ps of marketing mix comprises ofProduct orderPricePromotionFigure No.2 Marketing Mix1) ProductCement industry has various ranges of products.For example2Effectiveness of the World Cup Campaign on Lafarge ConcretoEffectiveness of the World Cup Campaign on Lafarge ConcretoExecutive SummaryPrimarily the study aims to give the reader an insight into the Indian Cement industry. The project aims to profile and understand the effectuality of the World Cup campaign of Lafarge Concreto cement. The first phase will be to know the competitors of different brand of PSC cement in eastern India and analysis of their promotion by secondary research.The second phase will be the analysis of the World Cup promotional activities of different brands with celebrities. And then the analysis of the Wo rld Cup campaign of Lafarge Concreto with Dhoni is to be done.The third phase will be the comparison of the World Cup campaign of different brands/product with Lafarge Concretos World Cup campaign that will lead to some new findings which will help to formulate new ideas.The fourth phase is to know the effectiveness of the World Cup campaign of Lafarge with Dhoni with the help of a survey i.e. how customers are associating Dhoni as a brand ambassador of Lafarge Concreto, and their feedback about the product, the survey will include meeting dealers and the customers with questionnaire.The final phase will be the analysis of the survey, based on the suggestions and feedback from the customers, ideas will be formulated to improve the promotion which will help to create a strategy that will persist in for longer time in future.A Stint at an Advertising Agency- OgilvyAn advertisement agency is a service provider. It provides services to its clients. The primary service of an ad agency i s to create a goal oriented and effective advertisement and promotional campaign which aim at putting across the message of the company positively in the eyes of its target audience. In the face of stiff competition every company wants to have an abut over its competitors. Advertising agencies therefore also do the work of research for their clients. This helps the company to take informed decisions and the advertising agencies to create advertisements which break through the clutter and are attention grabbing, persuasive and unique.The main functions of an advertising agency areUnderstanding the company, its products and target audienceDoing research for better appreciationPlanning an advertising campaignMaking strategiesCreating the advertisement and other promotional campaignMeasuring success of the campaignAbout OgilvyOgilvy Matheris an international advertising ,marketing and public relations agency based i nManhattan and owned by the WPP Group. The company operates 497 offi ces in 125 countries. It was founded in the year 1948 by David Ogilvy as Hewitt, Ogilvy, Benson, Mather in Manhattan. Rochelle Lazarus is the chairman andMiles Young is the CEO. Ogilvy opened its first agency in India in the year 1928. It was the first advertising agency in India. Ogilvy has launched many advertisements which have been very successful in all these years. The company in India operates with offices located in all the major cities. Piyush Pandey is the Executive Chairman and the yeasty Director at Ogilvy Mather, South Asia.OGILVY OFFICES IN INDIAThe focus areas include advertising, direct marketing, public relations and activation. Ogilvy Activation includes services in the non-traditional area of advertising Ogilvy Landscapes, Ogilvy Outreach, Ogilvy Live and Ogilvy Signscapes which together with the focused services consolidate offerings to clients. OM India is OM Internationals fifth largest operation in terms of profits, with the US ranking first and European n ations occupying the other three positions. It is ranked Indias number one agency by Brand Equity survey on leadership, creative ability, investment in employees, client servicing, most influential people and great creative directors.Awards RecognitionsOM has bagged several awards for print advertisements, TV ads and case study presentations. OM was awarded the Grand Effie Gold and Gold for service on Hutch, a campaign that won awards at the Abbies too Gold Effiefor corporate advertising for the Cadbury Crisis Management. OM bagged three Bronze Lions at the Cannes Festival 2004 for two Public Health Safety campaigns for Hutch and one for Concern India basis a Gold two Silvers at the Emvies, 1st Runner Up for Asias Office of the Year 2004 by Media magazine, an award that spans 360 degree communication and HR. From Silver Pencil to Asian Brand Marketing Effectiveness awards for campaigns that include Advertising, PR, CSR, synergetic and Direct Marketing, OM has received recogniti on for its stature as Indias No. 1 communications agency. OM Mumbai was ranked 8th hottest shop in Asia by Campaign Brief Asia in 2002. Every business unit in OM has received recognition in the domestic and overseas markets. Ogilvy won three Gold, five Silver and five Bronze stacking up to 120 Points that won Ogilvy the name of EFFIE Agency of the Year 2009. Vodafone won EFFIE Client of the year in 2009.Ogilvy Kolkata won the Agency of the year in 2010 at Annual Calcutta Advertising edict awards for creative excellence. Ogilvy Kolkata won many award in ABBY awards in the year 2010. The categories in which OM Kolkata won metals are 5 silvers for the Lafarge and Concreto campaigns (category Home/ dcor/ lifestyle), 4 silvers for the Kolkata TV print campaign (category Media), 1 Gold for Childrens Little dramatic art radio spot (category Radio, services).List of ClientsVodafone Kolkata CircleVodafone Rest of West BengalVodafone Orissa circleVodafone Bihar circleLafarge ConcretoLafarg e DuragaurdTata SteelStar JalsaCoal IndiaAque Duct PVC pipes tea board of IndiaOrganizatonal Structure of OgilvyOperational Flow at OgilvyAt Ogilvy, the client servicing executives prepare and pitch a new product or service to a client. It is very important that the pitch is well structured, client centric and adds value to the company. Once the client appoints the advertising agency then the budgets are negotiated.For every new campaign the client briefs the client servicing executives about their requirements. The client servicing executives studies the brief in details and figures out the core need behind the requirement. According to the requirement there is negotiation with the client about the estimated amount which the client will be billed for the campaign.On the basis of the clients requirement and the detailed research by the executive, brief is given to the creative department about the campaign. After catch the brief the creative department reverts back with the idea fo r the campaign. If the idea matches with the clients brief, the client servicing executive asks the creative department to proceed forward. The executives interact on a regular basis with the client through emails and phone calls. After a lot of interaction with the client and the executives, the creative department prepares required creative as per the idea which was finalized. The client servicing executives gets an approval for the creative from the clients.After the executive finalizes the requirement all the creative which are finalized for the campaign are given to the studio operators. The studio operators do the adaptation of the creative in terms of different size requirement, change in the copy etc. They also make sure that all the mandatory guidelines given by the brands are combine in the promotional material. The studio operators do a lot of adaptations according to the region in which the campaign is to be released. This may require using the copy of the advertisement in various languages this is done by the translators. The translator translates the copy according to the local language. The final layouts are shared with the client for their approval, in form of JPEGs. The client reverts back and changes if any are made by the studio operators. Then the final advertisement is released for printing.Apart from the print ad client may require radio advertisements, television commercial, audio visual or any other innovative material for promotions. The client servicing interacts with the respective vendors and gets the work done.IntroductionIndian Cement IndustryAn OverviewIndian cement industry dates back to 1914 first unit was set-up at Porbandar, with a capacity of 1000 tones. 2India manufactures 251.2 Million Tones of cement per year.Indias per capita cement consumption is only 156 kilograms against Chinas 600 kilograms. 4Cement sales primarily through a distribution channel.Ready mix concrete a relatively nascent market in India.Installed Cap acityIndian Cement industry is comprised of 148 large cement plants with around 46 member companies. The installed capacity of these large cement plants is estimated to be 219.17 million tones during 2009-10 (as on March 2009).There are 95 large cement plants with capacity of million tones and above and around 1, 40,000 manpower is employed under these plants (one MnT cement generates downstream employment to 50,000 persons). Also, there are 365 mini and white cement plants with an installed capacity of 11.10 million tones (P). 3StatisticsCement Production Despatches (P)Source Cement Manufacturers AssociationCement production during April to January 2010-11 was 136.51 million tones as compared to 130.85 million tones during the equivalent period for the year 2009-10. Despatches were estimated at 135.56 million tones during April to January 2010-11 whereas during the same period for the year 2009-10, it stood at 130.09 million tones. 3Cement sector is characterized by the following Units knockout near raw material sources or marketsPower intensiveHigh freight costsSmall value chainRegional magnetic declination and volatility in prices and marginsHigh debt levelsRegional distribution of demandSeasonality of demand and cyclicality of the industryHigh entry barriersConsumer Demographics Buying Patterns of Indian ConsumersThe per capita consumption of cement in India is very low, as compared with the developed economies and the overall world number per capita cement consumption. The per capita consumption of cement in India is even less than that in Africa, a relatively underdeveloped continent. Over the past decade, the per capita cement consumption of cement has increased in most states, except Chandigarh, where it has declined by 7 %.Mechanics of Distribution Channels of SectorCompanies invariably hire carrying forwarding agents or transport cements to own or government warehouses either via roadway or railways. Incase of exports, cement reaches the neares t port via roadways or railways and is then transferred to the importing country.Domestically, from warehouses the cement is transported to the dealers/distributors and in turn to sub dealers who finally shop it to the end users. There may or may not be physical ownership of goods.In the second case, dealers and sub dealers take order from buyers and place it to the companies, co ordinate and monitor the timely dispatch of tell orders, transportation of goods and final delivery.Distributor network in cement industry is highly dominating and companies are compelled to hire as they do not really have that rapport and touch with the end consumer of their product. Apart, from this, the distributors have storage facilities as well which help control well in the good supply chain as they are the ones who bring orders and therefore are directly responsible for the business that a manufacturer would do.Demand drivers understructure construction sector the major demand drivers. Some dema nd determinants frugal growthIndustrial activityReal estate business mental synthesis activityInvestments in the core sectorFactors and causes behind the successful flourish of the cement industries in IndiaTechnological change The government and the industries are upgrading the flavor and the technology that are used in the process of production.New investment are in process that are sure to make a change in whole processing and the output of cementThere are host of companies are merging together to make their capacity and the produce big and this would lead to a greater development in the cement production.The real estate market is much optimistic and hence this helps in the growth and the enhancement in the field of cement production and investments.Companies and the investors are spending more on the infrastructure of this sector.Various national programs are taken in like National Rural body of work Guarantee, Urban Renewal Mission (JNNURM) and Indira Aawas Yojana.Different Types of CementThere are different varieties of cement based on different compositions according to specific end uses, namely Ordinary Portland Cement, Portland Pozolona Cement, Portland Blast Furnace Slag Cement, White Cement and Specialized Cement. The basic difference lies in the percentage of clinker used. 51. Ordinary Portland cement (OPC)OPC, popularly known as grey cementClinker 95%Gypsum 5%Other materialsWhite cement is a variation of OPC and is used for decorative purposes like rendering of walls, flooring etc.It contains a very low proportion of iron oxide. The applications are cover dry-lean mixes, general ready-mixes, and even high strength pre-cast and pre-stressed concrete.2. Portland Pozolona Cement (PPC)Portland pozzolana cement is Ordinary Portland Cement blended with pozzolanic materials (power-station fly ash, burnt clays, ash from burnt plant material or Siliceous earths), either together or separately. Portland clinker is ground with Gypsum and Pozzolanic ma terials 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.Clinker 80%Pozzolana 15%Gypsum 5%It is cheaply manufactured because it uses fly ash/burnt clay/coal gasconade as the main ingredient.It has a lower heat of hydration, which helps in preventing cracks.3. Portland Blast Furnace Slag Cement (PBFSC)Portland blast-furnace slag cement contains up to 70 per cent of finely ground, granulated blast-furnace slag, a nonmetallic product consisting essentially of Silicates and Aluminum-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 conc rete mixture is a useful regularity to make concrete better and more consistent. Portland blast-furnace slag cement has a lighter color, better concrete workability, easier finish ability, higher compressive and flexural strength, lower permeability, ameliorate resistance to aggressive chemicals and more consistent plastic and hardened consistency.It has a heat of hydration even lower than PPC and is generally used in construction of dams and similar massive constructions.Clinker 45%Blast furnace slag 50%Gypsum 5%4. White CementWhite Portland cement has essentially the same properties as gray cement, except for color, which is a very important quality control issue in the industry. It is manufactured using fuel oil (instead of coal) and with iron oxide content below 0.4% to ensure whiteness. Special cooling technique is used. It is used to enhance aesthetic value, in tiles and for flooring. White cement is much more expensive than grey cement. 5. Specialized CementOil swell Ce ment is made from clinker with special additives to prevent any porosity. quick Hardening Portland cement It is similar to OPC, except that it is ground much finer, so that on casting, the compressible strength increases rapidly.5 Source. www.acclimited.comMajor players in cement industry1) Associated Cement Companies Ltd (ACC)ACC Limited is Indias foremost cement manufacturer with a countrywide network of factories and marketing offices. Established in 1936, ACC has been a introduce and trend-setter in cement and concrete technology.5ACC manufactures the following types of cement, in addition to which, it provides Bulk Cement and Ready Mix Concrete.Ordinary Portland Cements 43 Grade Cement (OPC 43 Grade), 53 Grade CementBlended Cements Fly-ash based Portland Pozzolana Cement, Portland Slag CementTable No.1- ACC plants2) Birla CorpTable No.2- Birla cement plants3) UltraTechUltraTech Cement Limited has an annual capacity of 52 million tones. It manufactures and markets Ordinary Por tland Cement, Portland Blast Furnace Slag Cement and Portland Pozzalana Cement. It also manufactures ready mix concrete (RMC). The company has 11 integrated plants, one white cement plant, one clinkerisation plant in UAE, 15 grinding units 11 in India, 2 in UAE, one in Bahrain and Bangladesh each and five terminals four in India and one in Sri Lanka.UltraTech Cement is the countrys largest exporter of cement clinker. The export markets span countries around the Indian Ocean, Africa, Europe and the Middle East.UltraTechs subsidiaries are Dakshin Cements Limited, Harish Cements Limited, UltraTech Ceylinco (P) Limited and UltraTech Cement Middle East Investments Limited. 11Table No.3- Ultratech cement plantsThe company has an annual capacity of 48.8 million tonnes, and manufactures and markets ordinary portland cement, portland blast furnace slag cement and portland pozzalana cement.4) Ambuja Cements LtdAmbuja Cements Ltd. (ACL) is one of the leading cement manufacturing companies in India. The Company, initially called Gujarat Ambuja Cements Ltd., was founded in 1983. The Company commenced cement production in 1986. The orbicular cement major Holcim acquired management control of ACL in 2006. Holcim today holds gnomish over 46% equity in ACL. The Company is currently known as Ambuja Cements Ltd. ACL has grown dynamically over the past decade. Its current cement capacity is about 25 million tones.The Company has five integrated cement manufacturing plants and eight cement grinding units across the country. ACL enjoys a story of being one of the most efficient cement manufacturers in the world. Its environs protection measures are on par with the finest in the country. It is one of the most profitable and innovative cement companies in India. 9Table No.4- Ambuja cement plants5) Jaiprakash Associates LimitedJaypee group is the 3rd largest cement producer in the country. The groups cement facilities are located in the Satna Cluster (U.P), which has one of the highest cement production growth rates in India.The group produces special blend of Portland Pozzolana Cement under the brand name Jaypee Cement (PPC). Its Cement Division currently operates modern, computerized process control cement plants with an aggregate capacity of 21.30 MnTPA. The company is in the center of capacity expansion of its cement business in Northern, Southern, Central, Eastern and westbound parts of the country and is slated to be 37.55 MnTPA by FY12 (expected) with Captive Thermal Power Plants totaling 702MW.7Table No.5- Jaypee cement plants6) Binani CementBinani Cement Limited is the flagship subsidiary of Binani Industries Limited (BIL), representing the Braj Binani Group. The cement business started operations in 1997, in Sirohi District, Rajasthan.The Companys product portfolio includes Ordinary Portland Cement, Pozzolona Portland Cement and Ground Granulated Blast furnace Slag (GGBFS). 10Binani Cement Ltd. produces cement of two gradesGrade 43Grade 53PPC ( Portland Pozzolana Cement)The Binani Cement Plant is in Pindwara, District Sirohi, Rajasthan2Source. http//www.ibef.org/industry/cement.aspx3Source.http//www.indiainbusiness.nic.in/industry-infrastructure/industrial-sectors/Cement.htm4Source. http//www.reportlinker.com/p0243979/Industry-Analysis-Cement.htmlAbout Lafarge CementLafarge is the leader in building materials with a turnover of $15.88 billion in 2009. It has been in operation since way back in history in 1833 when it started as a limestone mining company. But as far as the Indian market goes, Lafarge actually began operations in 1999. And then began a slew of expansion plans in the Indian market combined with a number of insightful, and at times, path breaking marketing initiatives. Lafarge currently has three cement plants in India two integrated plants in the state of Chhattisgarh and a grinding station in Jharkhand. Total cement production capacity of Lafarge in the Indian market currently stands at around 5.5 million tons. Lafarge India produces different types of cements like Portland Slag Cement, Portland Pozzolana Cement. The company is a leading cement player in Eastern India. Its brands Lafarge Cement and Lafarge Concreto Cement enjoy high brand equity here and are amongst the highest priced brands. Lafarge is committed to the Indian market and has firm plans to thrive its capacity in India.Lafarge enjoys high brand equity through its different brands Lafarge Concreto, Lafarge Duragard and Lafarge CementLafarge ConcretoLafarge Concreto has been launched by Lafarge to meet the need of homebuilders in India for truly premium all-purpose cement. Concreto was developed in Lafarges state-of-the art laboratories, which are extensively networked with its Central Research Institute in France. The company has leveraged its combined know-how of more than one hundred seventy years and its experience across 75 countries to develop this unique product. Concreto is a specially engineered, premium qualit y all purpose cement. It can be used for varied applications like roofing, foundations, beams, columns, plastering and brickwork. It is specially formulated to provide a denser concrete mix than normal cements.Concreto is characterized byHigh last strength due to the addition of highly reactive silica containing more than 95% glass content.Enhanced durability due to optimum stoma refinement and consequently denser concrete matrix this improves the impermeability of the concrete.Exceptionally high resistance to chemical attack (sulphates and acids).Protects reinforcement from corrosion.Reduction of structural cracks due to lower heat of hydration than ordinary cements.Low heat of hydration and higher resistance against alkali-reactive aggregates.Cement PlantsLafarge currently hasfour cement plants in India two integrated plants in the state of Chhattisgarh,onegrinding station each in Jharkhand West Bengal. Total cement production capacity of Lafarge in the Indian market currently s tands at around 6.5 million tons.Table No.6- Lafarge cement plantsSegmentationCement is a bulk commodity so the industry is mainly product based. Segmentation is based on its various products i.e. Portland pozzolona cement, quick hardening cement and ready mix cement.Business to business (B2B)Cement industry deals with real estate, construction companies and other institution.For example Real estate sectorBusiness to consumer (B2C)Cement industry deals with individual customers.For example Individual home buildersIndustry focuses on relationship approach, so as to build and maintain trust come to relationship. The cement Industry is mostly done through mass marketing, as it doesnt have any customized product for any specific group of customers.Marketing MixThe 4 Ps of marketing mix comprises ofProduct giftPricePromotionFigure No.2 Marketing Mix1) ProductCement industry has various ranges of products.For example2