JK Cement Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: November 18, 2017
Marketing Strategy of JK Cement analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on JK Cement marketing mix, help the brand succeed.
JK Cement marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the JK Cement Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
JK Cement Product Strategy:
The product strategy and mix in JK Cement marketing strategy can be explained as follows:
JK Cement is one the largest cement manufacturer based out of India. The production capacity has increased from 0.3 million tonnes to 2.8 million tonnes. JK Cement uses its superior quality limestone obtained from Rajasthan in its production which assures a product of high quality which would have an appropriate color, setting time, weight, particle size and stability. Following is the product portfolio in its marketing mix that is offered to customers:
• Grey Cement
o Ordinary Portland Cement(OPC) – 53-grade, 43-grade and 33-grade – main components include Sulphur trioxide, Alumina, Silica, Magnesium, and Iron and it provides strength and fast setting
o Portland Pozzolana(PPC) Cement(JK Super)
o PPC – consists of burnt clay and fly ash and helps in the prevention of cracks
• White Cement - JK white and Camel
• JK Wall Putty – it acts as a base for cement and concrete plastered walls and ceilings. It gives a smooth finish and is resistant to dampness and also prevents flaking
• JK Water Proof – it is water repellent and prevents water seeping through concrete
Image: company website
JK Cement Price/Pricing Strategy:
Below is the pricing strategy in JK Cement marketing strategy:
JK Cement benchmarks its prices based on competition offering.
Since there are many players in the market for the cement manufacturing in India, it has to smartly price its products. Some of the competitors include Ambuja Cement, ACC Cement, Ultra Tech Cement, Shree Cement, Birla Cement, Binani Cement etc. Before deciding on a price for its product, JK Cement performs a rigorous market survey and analyses the other competitors, what similar products they offer, at what price it is offered and the points of differentiation between their cement and the rival manufacturer. Market researchers are hired to evaluate the market conditions. After making the estimation of its fixed and variable costs, it comes to a conclusion and set its price marginally lower than its competitors. Since JK Cement has not penetrated the Indian Market that well and has plants only in two states, it should aim at gaining a market share by attracting the customers with their competitive pricing to survive in the marketplace.
Following is the distribution strategy in the JK Cement marketing mix:
JK Cement is one of the leading cement manufacturers in the Northern India but it still has to penetrate into the rest of the country. It has only two major plants in the country and it needs to venture into other regions to capture the market and penetrate further, which would help in gaining market share. In India, it has plants in Rajasthan (Nimbahera), Gujarat (Mangrol and Gotan) and Karnataka (Muddapur). JK Cement has also forayed into the Middle East by launching a Plant in Fujairah, U.A.E in September 2014 to reach out to the nearby countries. North India stands to be the major market for grey cement and white cement sells majorly outside the countries in the Asian and African countries. Distribution of the cement usually takes place within and outside India through an extensive distribution network which consists of handling agents, regional offices, and various retail outlets throughout the country. Grey cement is usually sold through sales offices and feeder depots in the northern region, and white cement is distributed through regional offices and feeder depots.
The cement is generally distributed either by railways or roadways.
JK Cement Promotion & Advertising Strategy:
The promotional and advertising strategy in the JK Cement marketing strategy is as follows:
JK Cement is a well-known cement brand and amongst the largest manufacturers of grey and white cement. But it also has many competitors and it needs to gain market share in order to stay in the competition. It has launched many marketing strategies, advertisement campaigns in the TV, print, electronic and social media. JK Cement endorses its brand hugely on the television in the form of TV ads and it has signed Ace Cricketer Virendra Sehwag as the Brand Ambassador, him being the favorite of many Indians. These ads are showcased on other channels also such as Online, Newspapers, billboards etc. It has planned to tap a new market and gain from the expansion. It has also received several awards in its tenure to prove its credibility. Hence this completes the marketing mix of JK Cement.
About JK Cement:
JK Cement is a part of the conglomerate, J.K. Organization. It is a division of J.K. Synthesis Limited, Kanpur. The firm started its business in 1975 promoted by Mr. Yadupati Singhania and (Late) Dr. Gauri Hari Singhania. JK Cement is considered as one of the largest white cement manufacturer and the second largest wall putty manufacturer in India. Part of its white cement manufacturing is set up in the free trade zone, Fujairah to cater to GCC and African countries, commissioned in March 2014. While it is famous for its cement products, it also deals in many other products which include power generation, synthetic fibers, waste heat recovery power plants etc.
JK Cement had started off with its grey cement manufacturing in Nimbahera District of Rajasthan which provided easy access to limestone, the raw material used in cement manufacturing. It established its presence in Rajasthan by adding two more units in Gujarat and later moved to set up a plant in Karnataka opening a market to the south-west of India.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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