Ambuja Cements Marketing Strategy – Marketing Strategy of Ambuja Cements: In 1983, Narotam Sekhsaria & Suresh Neotia founded the company. The company was later part of a global conglomerate Holcim and its operations across more than 90 countries.
It offers 30 distinct platforms, Ambuja Knowledge Centres in India. This platform serves as a knowledge-sharing platform for professionals in construction.
Ambuja Cements At A Glance – Marketing Strategy of Ambuja Cements
Company : Ambuja Cements Ltd
CEO: Neeraj Akhoury
Founder: Narotam Sekhsaria | Suresh Kumar Neotia
Year founded: 1983
Annual Revenue: US$3.78 billion
Profit | Net income: US$432 million
Number of employees : 4,625
Products & Services: Ambuja Kawach | Ambuja Plus | Ambuja Cool Walls | Ambuja Compocem | Ambuja Buildcem | Ambuja Powercem | Ambuja Railcem | Ambuja Cement
Ambuja Cements Competitors
Competitors: Dyckerhoff | Lucky Cement | Siam City Cement | Grasim Industries | ACC | Italcementi | Taiheiyo Cement | Holcim Romania | UltraTech
Ambuja Cements Fun Facts: Currently, Ambuja Cement has a cement capacity of 31 million tonnes with six integrated cement manufacturing plants and eight cement grinding units across the country.
Marketing Strategy of Ambuja Cements
Ambuja Cements’ Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Ambuja Cements? Let us discuss.
Segmentation, Targeting, Positioning – Ambuja Cements Marketing Strategy
Ambuja Cements uses Segmentation variables like income group, family size, region, etc. To understand the changing needs in the industry and end customers, it uses a combination of geographical and psychological segmentation variables.
Ambuja cement’s offerings are intended for a variety of uses in the meta-market. Therefore, it uses distinguishing targeting.
The company uses customer benefit-based positioning strategies to highlight the features of money to customers.
Ambuja Cements Mission Statement
“To create value for all……customers, Enlightened Partners, inspired employees, Energised Society, Loyal Shareholders, and Healthy environment”
Ambuja Cements Vision Statement
“To be the most sustainable and competitive company in our industry”
Ambuja Cements Tagline
“Giant Comprehensive Strength”.
Competitive Advantage – Marketing Strategy of Ambuja Cements
Cost Leader: Company has an extensive operation and is a cost leader in many activities, such as manufacturing, logistics, procurement, supply chain management, etc. This is helping the company to be competitively ahead of its peers.
Low-cost Pet Coke is used: A well-balanced fuel mixture with 65-70% Petcoke and domestic/imported coke is helping the company to achieve the same.
Strong Group: The Ambuja Cements are part of the well-respected Holcim group in Switzerland. Later, Lafarge SA was merged with Ambuja Cements to create LafargeHolcim, the world’s leader in building materials. From a single cement plant producing 700,000 tonnes annually in 1986 to a cement giant with five integrated cement manufacturing plants as well as eight cement grinding units, the company has seen a transformation.
BCG Matrix – Ambuja Cements Marketing Strategy
Ambuja Cement has business segments like the base product and premium product segments for the specialized sector, as well as other solutions & services.
The company is the market leader in many of its product segments and has won large-ticket tenders from public and private companies based on the products. Therefore, all segments of the BCG matrix are Stars.
Distribution Strategy – Marketing Strategy of Ambuja Cements
It covers more than 48000 retailers, wholesalers, and distributors in the country.
It covers key areas across the various regions with its physical infrastructure, such as 5 integrated plants (9 Kilns), 17.7 Clinkerisation Capacity(MTPA), 8 grinding units, 3 Bulk Cement Terminals (3 Bulk Cement Terminals), 1 Loading Port, and 1 Cement Grinding Capacity(MTPA) 29.7 Ships 0
Brand equity – Ambuja Cements Marketing Strategy
Ambuja Cements won numerous prestigious awards for its efficiency as well as social initiatives, such as the National Mineral Development Corporation (NMDC), and the Social Awareness Award 2016-17 by the Federation of Indian Mineral Industries. YES Bank natural capital award –2017, CII National Award of Excellence in Water Management 2017.
The company’s simple, innovative advertisements have contributed to an increase in TOMA (top-of-mind awareness), thereby increasing the shared wallet as well as the share of heart.
Competitive Analysis – Ambuja Cements Marketing Strategy
Ambuja Cements’ industry plays a significant role in capacity utilization. The company has a Pan India Footprint exceeding 63 million tonnes, and a capacity utilization rate of over 70%. This allows it to compete with other market players.
Companies in this industry compete on factors like market reach, production capacity, and brand image.
Prism Cements Limited and Shree Cement are some of the other competitors to Ambuja Cement.
Market Analysis – Marketing Strategy of Ambuja Cements
The Cement industry is driven by rapid urbanization, infrastructure development, affordable housing, RERA for protecting homebuyers’ rights, GST ( Goods & Services Tax), and re-monetization. Other factors that affect the industry include labor cost, unsold inventory (seasonal demand pattern), Government regulations, and government regulations.
Customer Analysis – Ambuja Cements Marketing Strategy
Ambuja Cements customers include both B2B customers, such as Resellers and distributors, architects and government bodies, as well as wholesalers.
There are channels where customers can buy cement, but the best way to choose the right cement is to rely on the advice of Masons or builders.
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