Acl Ppt Finalshows

7/29/2019 Acl Ppt Finalshows

1/11

Sales and Distribution

&Competitive Analysis

Efforts by : Sonali Jain

12bsp1239

IBS - GURGAON 1


2/11

In1981 it started a plant name GUJARAT AMBUJA CEMENT in AMBUJA

NAGER, GUJARAT.

In 2006 company entered into strategic relationship with Holcim, the second

largest cement manufacturer in the world

Now Ambuja is one of the largest cement companies in India, with an annual

cement capacity of 25 million tonnes and turnover of RS. 7,390 cores). The

company has 13 manufacturing plants in India.

Management philosophy of I CAN

ACL is first company to initiate transportation through Port Terminals.

For Branding and Promotions company uses a mascot which is a giant holding a

building . Many activities like AMK and water management.

IBS - GURGAON 2

AMBUJA CEMENTS LIMITED


3/11

INTRODUCTION Objective of study :To study Sales and Distribution of Ambuja Cements with the

competitive analysis of ambuja cements.

Sales and distribution strategy (order to cash process) Scope of study : The study gave an opportunity of implementing the theoretical

knowledge of management in practical life.

Methodology : Personal interview technique is used for collecting data aboutcompany insights. Survey is also a part of study.

Limitation

Lack of co-operation from consumers in regard to giving interview. Since most of themasons are illiterate, they dont know what to answer.

It was found in some cases influencers showed interest towards certain brands.

During the survey it was difficult to convince or make consumers and influencersunderstand the importance of the project or why the survey was conducted.

IBS - GURGAON3


4/11

Consumer

Order Placed

Plant

Logistics

Warehouse

Dealer

Key learning

Tracking and reporting of sales , ACL uses SAP to make it convenient and reliable .

Delhi Market for ACL is divided into four zonesEast ,West ,North ,South .

Sales are through ChannelDealers , Sub Dealers and ARS .

Dealer Capacity Tiers

Type of Sale : Trade Sale and Non Trade Sale

Type of Dealer Authentication : Gold Star

& Non Gold Star .

Billing type is of two types : FOR & EXW.

For shortage management : Rake and STO .

Services at ACL 1) Channel Partners (distribution like c&f)2) Customer support group (after services)

3) Marketing dep't (sales )

IBS - GURGAON 4


5/11

SWOTSTRENGTH is Quality

Marketing dep't

Dealers network and Discipline

Price uniformity

Branding activities

Concept of sub dealers by channel

partners.

WEAKNESS

Secondary Logistics

lack of Promotions in certain

areas.

OPPORTUNITY

Penetrating into Rural Areas

More Dealers into network

Stable Prices to boost sales .

THREATadvent of new brands of cement

in northern India market

share of Acl as it may reduce

ACL

IBS - GURGAON 5


6/11

Analysis

IBS - GURGAON 6

20%

4%

11%

4%30%

6%

25%

TRADE SALE

ACL ACC UT

JAYPEE SHREE BINANI

OTHERS

Competitors Sale .

2% 4%

28%

3%18%

6%

39%

NON SALES

ACL ACC UT

JAYPEE SHREE BINANI

OTHERS


7/11

IBS - GURGAON 7

6.76.1

2.8

4.3

3.61.5

0

2

4

6

8

Gujrat Himachal

Pradesh

Rajasthan Chattisgarh Maharashtra Uttar Pradesh

capacity in mn tonnes

capacity in mn tonnes

36%

27%

9%

14%

14%

Sales service

Ambuja Shree Ultra Ultra tech other none


8/11

IBS - GURGAON 8

ACL

ACC

UT

JAYPEE

SHREE

BINANI

OTHERS

0%20%

40%60% 80%

100%

5

4.5

5

3.5

3.5

3

3.9

295

297

298

301

284

286

284

293

290

290

268

268

266

261

273

271

269

254

250

249

242

20

19

27

14

18

17

19

BRAND PERCEPTION MRP BILL PRICE WSP PROFIT


9/11

IBS -GURGAON

9

Satisfaction from Reward Poli cy

Branding and Promotional Activiti es .

Logistics


10/11

Conclusion In the market Ambuja is a well known brand among consumers. There are

10 major players in the market but the major competition is between shreeultra, Ultra tech and ambuja. We can see ambuja has maintained a good

price premium of around 15-20 Rs from the other leading brands

In a long run ACL needs to push its promotional activities as new entrants

are already there so maintain its market share and its position of being on

number 2 in northern India. For those where cement is important in constructing a building with

utmost strength they prefer ambuja cements whereas those who go by

price and quantity they prefer shree ultra as it come on less price.

Ultra tech is not far behind, the company has already established its 3

new plants in Madhya Pradesh, Maharashtra and Rajasthan to beatambuja cements in capacity.

IBS - GURGAON 10


11/11

IBS - GURGAON 11

Acl Ppt Finalshows

Documents

Transcript of Acl Ppt Finalshows