UltraTech Cement Marketing Mix (4Ps) Strategy

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Marketing Mix of UltraTech Cement analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the UltraTech Cement marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.

Let us start the UltraTech Cement Marketing Mix:


UltraTech Cement is one of the leading cement companies in India. UltraTech Cement’s product portfolio includes Ordinary Portland Cement Portland blast furnace slag cement Portland Pozzolana cement, Cement to European and Sri Lankan norms, Ordinary Portland cement. In Concrete products, UltraTech Cement offers Concrete Lus, Litecon, Duracon, Colourcon, Fibrecon, Thermocon, Hypercon, Pervious, Décor, Free Flow and Stainless. This gives an insight in the product strategy in the marketing mix of UltraTech Cement. It is the largest exporter of cement clinker and the Portland blast furnace slag cement has better concrete workability, easier finish ability, lighter colour, and flexural strength. Portland pozzolona cement is a mixture of ordinary cement with pozzolanic materials. Its brands include UltraTech cement, UltraTech Ready Mix Concrete, UltraTech Xtralite and UltraTech Building Solution. It also manufactures Tile Adhesive, Repair products, flooring screeds, water proofing products, Industrial/ Precision Grout, Plasters, Masonary products, Autoclaved Aerated Concrete Block.

Image: buildzar


UltraTech Cement has various products and hence has a varied pricing strategy. The demand for particular cement type has influenced the pricing decision across region. Prices are lower in places where there is a supply surplus mostly in southern part of India. Comparatively prices are higher in Eastern and Western parts of India. The cement price includes transportation cost and discounts are given on bulk orders as the contract. Credit facility is given to UltraTech Cement’s customers and if the customer purchases directly from the manufacturing unit, then allowance is provided. Cement prices also depends on external environment factors as raw material cost varies. This completes the pricing strategy in its marketing mix.


UltraTech Cement has got an excellent geographical reach. In case of exporting, the cement is concerned, it reaches the nearest port via road or railways and is further linked to the importing country. As domestic supplies are concerned, UltraTech Cement is transported to dealers/distributors from agents or warehouses and later given to sub dealers, which in turn reaches to end users.

The three level distribution channel of UltraTech Cement occurs as Manufacturing -> Agent -> Wholesaler -> Retailer and finally end user.

UltraTech has twelve composite plants, one white cement plant, two wall care putty plants, twelve in India, two in UAE, 1 in Bahrain and Bangladesh each, six bulk terminals; five in India and one in Sri Lanka and 100+ concrete plants.


UltraTech came with the tagline “The Engineers Choice” depicting the premium quality and suggesting that qualified engineers approve the brand. UltraTech Cement focuses on aggressive promotion strategy in its marketing mix. It depicts strong bond between the customers and the brand that has significant relationship developed over the years. UltraTech Cement has associated with sports like cricket and hockey and to market itself as youthful brand, it promoted in film branding for Chak De India. It had association with Rajasthan Royals and Deccan Chargers team in IPL. It has strengthened the brand equity of UltraTech Cements among engineers, architects, builders and community. Super brand council honoured it with SUPERBRAND award for 2011 and 2012. Hence, this covers the entire UltraTech Cement marketing mix.

About UltraTech Cement:

UltraTech Cement Ltd. is the largest manufacturer of Ready Mix Concrete, grey cement and white cement in India. It has installed a capacity of 69.3 Million Tonnes Per Annum of grey cement. UltraTech Cement is one of the leading cement producers globally. It operates in countries like India, UAE, Bangladesh, Bahrain and Sri Lanka. Under Brand Name Birla White it has entered into the White cement category and has a white cement plant with a capacity of 0.56 MTPA. It is the largest manufacturer of concrete in India and develops speciality concretes that meet specific needs of discerning customers. The UltraTech Cement brand embodies strength, reliability and innovation. UltraTech focuses on technology, research and technical services. Its subsidiaries include Dakshin Cement Lanka Pvt Ltd., PT UltraTech Mining Indonesia, UltraTech Cement Middle East Investments Limited, and PT UltraTech Investments Indonesia.


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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBASkool in any way. The brand names are used purely for educational/academic purpose only.

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