Effectiveness of the World Cup Campaign on Lafarge Concreto

Effectiveness of the humanity Cup Campaign on Lafarge ConcretoExecutive SummaryPrimarily the study posts to give the indorser an insight into the Indian cementum labor. The drop aims to profile and beneathstand the goodness of the mankind Cup scat of Lafarge Concreto cementum. The first phase will be to hold up the competitors of polar stigmatize of PSC cement in eastern India and analysis of their promotion by secondary question.The second phase will be the analysis of the World Cup promotional activities of different brands with celebrities. And thus the analysis of the World Cup urge on of Lafarge Concreto with Dhoni is to be d iodine.The third phase will be the comparison of the World Cup campaign of different brands/ harvest-festival with Lafarge Concretos World Cup campaign that will need to some novel findings which will inspection and repair to pass body of waterulate new ideas.The fourth phase is to know the effectuality of the World Cup campaign o f Lafarge with Dhoni with the help of a survey i.e. how customers argon associating Dhoni as a brand ambassador of Lafarge Concreto, and their feedback ab aside the proceeds, the survey will take on meeting dealers and the customers with questionnaire.The final phase will be the analysis of the survey, establish on the suggestions and feedback from the customers, ideas will be hypothecate to improve the promotion which will help to create a strategy that will stay for longer time in future.A Stint at an Advertising Agency- OgilvyAn advertisement agency is a service provider. It provides services to its nodes. The primary service of an ad agency is to create a goal oriented and effective advertisement and promotional campaign which aim at putting across the message of the society positively in the eyes of its send audience. In the search of stiff competition e rattling comp any wants to have an edge over its competitors. Advertising agencies therefore also do the work of res earch for their nodes. This helps the company to scud informed decisions and the advertising agencies to create advertisements which ease up through the clutter and ar attention grabbing, persuasive and unique.The main functions of an advertising agency areUnderstanding the company, its products and target audienceDoing research for better brainPlanning an advertising campaignMaking strategiesCreating the advertisement and other promotional campaignMeasuring success of the campaign to the lavishlyest degree OgilvyOgilvy Matheris an international advertising , food securities industrying and in the public eye(predicate) relations agency based i nManhattan and owned by the WPP Group. The company operates 497 offices in 125 countries. It was founded in the division 1948 by David Ogilvy as Hewitt, Ogilvy, Benson, Mather in Manhattan. Rochelle Lazarus is the death chair andMiles Young is the CEO. Ogilvy opened its first agency in India in the twelvemonth 1928. It was the firs t advertising agency in India. Ogilvy has launched umpteen advertisements which have been in truth successful in all these years. The company in India operates with offices located in all the study cities. Piyush Pandey is the Executive Chairman and the original 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 Outr each(prenominal), Ogilvy spirited and Ogilvy Signscapes which together with the foc apply services consolidate offerings to clients. OM India is OM Internationals fifth largest operation in legal injury of profits, with the US ranking first and European nations occupying the other three positions. It is rank Indias number one agency by deformity Equity survey on leadership, yeasty ability, investment in employees, client servicing, most influential green go ddess and great creative directors.Awards RecognitionsOM has bagged several awards for scar advertisements, TV ads and case study presentations. OM was awarded the Grand Effie specie and Gold for service on Hutch, a campaign that win awards at the Abbies too Gold Effiefor corporal 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 Foundation a Gold two Silvers at the Emvies, 1st Runner Up for Asias Office of the socio-economic class 2004 by Media magazine, an award that spans 360 degree conversation and HR. From Silver Pencil to Asian Brand Marketing Effectiveness awards for campaigns that include Advertising, PR, CSR, Interactive and Direct Marketing, OM has received actualisation for its stature as Indias No. 1 communications agency. OM Mumbai was ranked 8th hottest glom in Asia by Campaign Brief Asia in 2002. E real business unit in OM has rec eived recognition in the domestic and overseas markets. Ogilvy win three Gold, five Silver and five Bronze stacking up to 120 Points that won Ogilvy the title 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 Club 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 Theatre radiocommunication spot (category Radio, services).List of ClientsVodafone Kolkata CircleVodafone Rest of West BengalVodafone Orissa circleVodafone Bihar circleLafarge ConcretoLafarge DuragaurdTata SteelStar JalsaCoal IndiaAque epithelial duct PVC pipesTea board of IndiaOrganizatonal grammatical construction of OgilvyOperational Flow at Ogil vyAt Ogilvy, the client servicing executives prepare and pitch a new product or service to a client. It is very im behaviorant that the pitch is intimately structured, client centric and adds look on to the company. Once the client appoints the advertising agency whence 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. harmonise 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 section about the campaign. after(prenominal) understanding the brief the creative dep prowessment reverts back with the idea for the campaign. If the idea matches with the clients brief, the client servicing executive ask s the creative department to proceed forward. The executives interact regularly with the client through emails and phone calls. later 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 imitate etc. They also make sure that all the mandatory guidelines given by the brands are compound in the promotional actual. The studio operators do a lot of adaptations fit in to the region in which the campaign is to be released. This whitethorn require using the copy of the advertisement in various languages this is make by the translators. The translator translates the copy ac cording 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, sound visual or any other advanced material for promotions. The client servicing interacts with the respective vendors and gets the work done. cosmosIndian cementum perseveranceAn OverviewIndian cement diligence dates back to 1914 first unit was set-up at Porbandar, with a readiness 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. 4 cement sales primarily through a distribution channel. ca-ca inter mixingture concrete a relatively dissilient market in India.Installed CapacityIndian cementum 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 one thousand thousand tones during 2009-10 (as on March 2009). on that point are 95 large cement plants with capacity of meg 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). 3Statistics cement 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 same 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 empyrean is characterized by the followingUnits unvoiced near raw material sources or marke tsPower intensiveHigh freight costsSmall value range of a functionRegional variation and irritability 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 learned economies and the overall world average per capita cement consumption. The per capita consumption of cement in India is even little than that in Africa, a relatively underdeveloped continent. Over the past decade, the per capita cement consumption of cement has increased in most pleads, except Chandigarh, where it has declined by 7 %.Mechanics of Distribution Channels of domainCompanies invariably wage carrying forwarding agents or transport cements to own or government warehouses all via roadway or railways. Incase of exports, cement reaches the nearest port via roadways or railways and is t hen transferred to the importing country.Domestically, from warehouses the cement is transported to the dealers/distributors and in turn to sub dealers who finally sell 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 align and monitor the timely dispatch of tell orders, transportation of goods and final delivery.Distributor cyberspace in cement industry is laid-backly dominating and companies are compelled to hire as they do not real 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 entire supply chain as they are the ones who bring orders and therefore are directly responsible for the business that a manufacturer would do. gather up driversInfrastructure construction sector the major demand drivers. Some demand determinantsEconomic growthI ndustrial activityReal estate business twisting activityInvestments in the core sectorFactors and causes behind the successful flourishing of the cement industries in IndiaTechnological change The government and the industries are upgrading the quality and the engine room that are used in the mental 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 much on the infrastructure of this sector.Various national programs are taken in like field Rural Employment Guarantee, Urban diversity Mission (JNNURM) and Indira Aawas Yojana.Different Types of CementThere are di fferent varieties of cement based on different compositions according to specific end uses, namely middling Portland Cement, Portland Pozolona Cement, Portland Blast Furnace impurity Cement, White Cement and Specialized Cement. The basic difference lies in the percentage of clinker used. 51. run-of-the-mill 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, ball over etc.It contains a very low proportion of iron oxide. The applications are cover dry-lean mixes, general-purpose ready-mixes, and even high strength pre-cast and pre-stressed concrete.2. Portland Pozolona Cement (PPC)Portland pozzolana cement is average Portland Cement blended with pozzolanic materials (power-station fly ball ash, burnt clays, ash from burnt plant material or Siliceous earths), either together or separately. Portland clinker is backdrop 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.Clinker 80%Pozzolana 15%Gypsum 5%It is cheaply manufactured because it uses fly ash/burnt clay/coal waste as the main ingredient.It has a lower heat of hydration, which helps in preventing cracks.3. Portland Blast Furnace Slag Cement (PBFSC)Portland ace-furnace scoria cement contains up to 70 per cent of finely ground, granulated blast-furnace convert, 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. victimisation slag cement to replace a portion of Portland cem ent in a concrete mixture is a useful method to make concrete better and much consistent. Portland blast-furnace slag cement has a lighter color, better concrete workability, easier finish ability, higher compressive and flexural strength, lower permeability, improved opposition 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 skip in the industry. It is manufactured using fuel oil (instead of coal) and with iron oxide content below 0.4% to ensure whiteness. Special chill technique is used. It is used to enhance esthetic value, in tiles and for flooring. White cement is much more expensive than grey cement. 5. Specialized CementOil goo d Cement is made from clinker with supererogatory additives to prevent any porosity. Rapid 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(ip) players in cement industry1) Associated Cement Companies Ltd (ACC)ACC moderate is Indias foremost cement manufacturer with a countrywide network of factories and marketing offices. Established in 1936, ACC has been a pioneer 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 flick Concrete.Ordinary Portland Cements 43 ordinate Cement (OPC 43 Grade), 53 Grade CementBlended Cements Fly-ash based Portland Pozzolana Cement, Portland Slag CementTable No.1- ACC plants2) Birla bay windowTable No.2- Birla cement plants3) UltraTechUltraTech Cement curb has an annual capacity of 52 million tones. It manufacture s and markets Ordinary Portland Cement, Portland Blast Furnace Slag Cement and Portland Pozzalana Cement. It also manufactures ready mix concrete (RMC). The company has 11 integrate plants, one white cement plant, one clinkerisation plant in UAE, 15 scrape 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 stellar(a) ceme nt manufacturing companies in India. The Company, initially called Gujarat Ambuja Cements Ltd., was founded in 1983. The Company commenced cement production in 1986. The global cement major Holcim acquired management control of ACL in 2006. Holcim directly holds little over 46% equity in ACL. The Company is before long 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 combine cement manufacturing plants and eight cement grinding units across the country. ACL enjoys a reputation of be one of the most efficient cement manufacturers in the world. Its environment 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 flo ck (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 midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western 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 infantryman 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 form Blast furnace Slag (GGBFS). 10Binani Cement Ltd. produces cement of two grad esGrade 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 expression 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. nevertheless 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 cur rently 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 expand 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 indemnity all-purpose cement. Concreto was developed in Lafarges state-of-the art laboratories, which are extensively networked with its Central interrogation Institute in France. The company has leveraged its combined know-how of more than 170 years and its experience across 75 countries to develop this unique product. Concreto is a speciall y engineered, premium quality all purpose cement. It can be used for varied applications like roofing, foundations, beams, columns, plastering and brickwork. It is specially explicate to provide a denser concrete mix than normal cements.Concreto is characterized byHigh ultimate strength due to the addition of highly reactive silica containing more than 95% glass content.Enhanced potency due to optimum pore 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 t he Indian market currently stands 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 fashion model 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 centered 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 ofProductPlace wrongPromotionFigure No.2 Marketing Mix1) ProductCement industry has various ranges of products.For example2Effectiveness of the World Cup Ca mpaign 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 effectiveness 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 World 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 stay 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 is 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 edge over its competitors. Advertising agencies therefore also do the work of research for their clients. This helps the company to take informed decisio ns 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 understandingPlanning 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 offices 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 opera tes with offices located in all the major cities. Piyush Pandey is the Executive Chairman and the Creative 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 nations 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 servi ce 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 Foundation 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, Interactive and Direct Marketing, OM has received recognition 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 title of EFFIE Agency of the Year 2009. Vodafone won EFFIE Client of the y ear in 2009.Ogilvy Kolkata won the Agency of the year in 2010 at Annual Calcutta Advertising Club 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 Theatre radio spot (category Radio, services).List of ClientsVodafone Kolkata CircleVodafone Rest of West BengalVodafone Orissa circleVodafone Bihar circleLafarge ConcretoLafarge DuragaurdTata SteelStar JalsaCoal IndiaAque Duct PVC pipesTea 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 a re 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 understanding the 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 regularly 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 exec utives 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 incorporated 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, t elevision 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 CapacityIndian 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 emplo yment 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 same 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 followingUnits concentrated near raw material sources or marketsPower intensiveHigh freight costsSmall value chainRegional variation 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 wit h the developed economies and the overall world average 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 nearest 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 sell 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 dispa tch of said 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 entire supply chain as they are the ones who bring orders and therefore are directly responsible for the business that a manufacturer would do.Demand driversInfrastructure construction sector the major demand drivers. Some demand determinantsEconomic growthIndustrial activityReal estate businessConstruction activityInvestments in the core sectorFactors and causes behind the successful flourishing of the cement industries in IndiaTechnological change The government and the industries are upgrading the quality 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 pro cessing 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 Employment 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 cem ent 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-purpose 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 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.Clinker 80%Pozzolana 15%Gypsum 5%It is cheaply manufactured because it uses fly ash/burnt clay/coal waste 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 concrete mixture is a useful method 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, improved 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 constructi on 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 Well Cement is made from clinker with special additives to prevent any porosity. Rapid 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 of fices. Established in 1936, ACC has been a pioneer 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 Portland 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 market s 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 global cement major Holcim acquired management control of ACL in 2006. Holcim today holds little 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 i ntegrated cement manufacturing plants and eight cement grinding units across the country. ACL enjoys a reputation of being one of the most efficient cement manufacturers in the world. Its environment 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 midst of capacity expansion of its cement business in Northern, Southern, Central, Eastern and Western parts of the country and is sl ated 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 sinc e 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 expand its capacity in India.Lafarge enjoys high brand equity through its different bran ds 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 170 years and its experience across 75 countries to develop this unique product. Concreto is a specially engineered, premium quality 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 ultimate strength due to the addition of highly reactive silica containing more than 95% glass content.Enhanced durability due to optimum pore refinement and consequently denser concrete matrix this improves the imperme ability 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 stands 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 wi th individual customers.For example Individual home buildersIndustry focuses on relationship approach, so as to build and maintain trust centered 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 ofProductPlacePricePromotionFigure No.2 Marketing Mix1) ProductCement industry has various ranges of products.For example2