Ultratech Cement to Sponsor Shilpa Shetty

8/8/2019 Ultratech Cement to Sponsor Shilpa Shetty

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Ultratech Cement to sponsor Shilpa Shetty's IPL teamMUMBAI: UltraTech Cement has come on board as the Official Team Sponsor of Shilpa

Shetty and Raj Kundhra co-owned Jaipur based Indian Premier League (IPL) team

Rajasthan Royals.

Kundra and Shetty bid farewell to the Indian players of Rajasthan Royals.

Rajasthan Royals vice chairman Ranjit Barthakur said, "UltraTech Cement is driven byan extensive team of professionals who are inspired by sound leadership and strategic

thinking which also drives our team. We are happy to be working with them in Season

2."

UltraTech Cement business head marketing and strategy O. P. Puranmalka added, "The

coming together of the two brands, UltraTech Cement and Rajasthan Royals, is the bringing together of two champions. Both are champions in their respective domains.

Both are leaders and victorious, and are a perfect match. UltraTech has had a long

association with Indian Cricket and we are extremely proud to be associated with the

Champions of the last IPL season – Rajasthan Royals."

Shilpa Shetty said, "Rajasthan Royals is a heady mix of youth, experience and emerging

talent and the same even holds true for UltraTech. Through this association we will becementing our relationship, a definite "best choice" for us!"









romotion is persuasive communication. It is a highly visible element in the marketing

mix. It tells

the target customer product, price, and place. It tells also known as marketing

communication.

Promotion consist of activities that facility exchanges with target customers through

persuasive

communication to stimulate demand.

According to Professor Philip kotler:-

“Promotion includes all the activities the company undertakes to communicate and

promote its

products to the target market.”

In modern marketing the question is not whether to promote but rather what to say, to

whom andhow often. A good product, an attractive price and an accessible distribution

must be supported byan effective promotion to satisfy customer needs. Promotion activity

include advertising, salespromotion, public relation, and direct marketing. Promotion can

also be viewed as the managementof the customer buying process of pre-purchase,

purchase and post purchase.

FUNCTION OF PROMOTION:-

Promotion is a tool to influence target customer and to face competition. It performs four

functions:-

Info rmatio n

Persua sion

Reminding

Reinforcing

PROMOTION MIX

The promotion mix is the combination of advertising, public relations, sales promotion,

personal

selling and direct marketing tools that help achieve marketing objective

1. ADVERTISING: - Advertising in any paid form of nonpersonal communication by an

identified sponsor to promote product

2. PUBLIC RELATION:-



It refers to programmes designed to promote or protect a companyimage and

products. Publicity is any unpaid form of communication throughmedia about an

organization, its policies and products.

3. PERSONAL SELLING: - personal selling is personal communication with customersto

persuade them to buy products. It permits interaction and relationshipbuilding. Sales

persons provide feedback about the market, competitors andcustomers.

4. DIRECT MARKETING: - It is persuasion by manufacturer to specific customers. The

tools

of direct marketing are:

1. Face to face selling

2. Mail

3. Catalogue marketing

4. Telephone

5. E-mail

5. SALES PROMOTIONS: - Sales promotion has been increasing in popularity as a tool.

Marketers are using it aggressively. Sales promotion refers to short termincentives to

stimulate demand. It is used to create a stronger and quickerpurchase response. It can be

directed at consumers, middleman and salespersonnel. It supplements advertising and

facilitates personal selling.

According to Professor William J. Stanton:- “Sales promotion refers to demand –

stimulating

devices designed to supplement advertising and facilitate personal selling.

According to professor Philip kotler:- “Sales promotion consists of diverse collection of

incentives tools, mostly short term, designed to stimulate quicker and or

greater purchase of particular product /services by consumer or trade. NATURE OF SALES PROMOTION:

1. It is short term

2. It provides incentives

3. It aims at quicker response:

4. It is directed at target audience

OBJECTIVE OF SALES PROMOTION



1. Objective for consumer promotion:-

(a) Encourage greater purchase volume

(b) Attract new customer

(c) Introduce new products

2. Objective for trade promotion:-

(a) Carry and push new item

(b) Increase reseller’s inventories

(c) Attract new channel members

(d) Offset competitive promotion

(e) Better store display

3. Objective for sales force promotion

(a) Motivate sales force

(b) Support new product

METHOD OF SALES PROMOTION

Sales promotion methods differ according to the target audience. They can be directed at

consumer promotion, trade promotion, and sales force promotion

(a) Consumer promotion method

Free sample

Coupons

Rebates

Premium

Price off

Contests

Display/Demonstration

(b)Trade promotion methods

Free goods

Allowance

Prices-off

Sales contest



Gift items

Credit facilities

Trade show

(c) Sales contests

Trade shows and conventions

Gift items

Promotional kits

Bonus and commissions

RESEARCH

METHODOLOGY

32RESEARCH METHODOLOGY

33

The research methodology is the way systematically solve the systematically solve the

researchproblems. The main objective of the product was to know the market condition

of Lafarge Cemejntand to study the sales promotion activities undertaken by various

cement companies. For this, rightat the beginning the research plan was prepared. This

includes all the detail of how to go aboutresearch work of Lafarge Cement.RESEARCH PLAN

Definition of research problem

The research problem can be defined as follows

1.`What are the cement being used by various customer in the region of

Bhubaneshwar and what are their expectation from the cement.2.What the market trend is of cement and brand awareness of Lafarge Cement.

DATA COLLECTION

The descriptive nature of research necessitates collection of primary data from retailers

throughmarket survey, personal interview technique was used and interview were



conducted throughstructured questionnaire the question were asked in prearranged

manner. The market research wasconducted over a period of 60 days. Data was tabulated,

analyzed and suggestion andrecommendation were given.

RESEARCH INSTRUMENTATSThe Research instrument chosen for conducting the survey was structured questionnaire

waspre[pared as show as in the annexure. The questionnaire includes open ended as well

as closeended question, few open ended question were included to obtain the perception

of the retailers.The questionnaire designed and a pilot survey was made with the

questionnaire and then changeswere made accordingly with the questionnaire.

SAMPLE PLAN

A sampling technique was chosen for the study was Random Sampling Technique. This

is themost common method of selecting the sample. This is because the retailers are

localized indifferent part of the marker a group of retailers are chosen are random

fromlarge group. It givesall retailers in a group and equal chance of being selected for the

purpose of the survey.

SAMPLE SIZEOut of nearly 400 retailers in cement market of Bhubaneshwar and its region around

randomly

50% of total population was considered as the sample size.

CONTACT METHOD

Both personal and telephonic interview methods were used for conducting the market

survey.Personal interview had the benefit one to one communication between the

researcher and therespondent. If the respondent is having any doubt or queries in their

mind, they can get heir doubtsclarified from the researcher on the spot and so superior of

data was collected from the survey wascollected from the survey.

Tele – interview was conducted with the structured questionnaire. Tele-interview was

less costlyand less time consuming but the data could not be collected in detail from the

respondents. Alsoany doubt or queries of respondent could not be clarified.

ANALYSIS AND INFORMATION

Detailed information was collected for the project marker survey for retail marketing and

salespromotion activities of Lafarge Cement for the area of Bhubaneshawar market. The



informationwas collected by visiting the retailers of cement present in Bhubaneshawar

market. The interviewof retailer taken in a friendly atmosphere so as to encourage them

to give right information,without any hesitation. Because of some inherent limitation of

telephonic interview, the method ofpersonal interview was mostly used.ANALYSIS

35The analysis of the collection information was made in scientific manner. Different

manner rank

was given to each alternative of particular questions, in the questionnaire.A particular rank was given in the following manner,

Rank-

1

For the most favorable alternative

Rank-2

For the moderately favorable alternativeRank-

3

For unfavorable alternativeRank-

4

For most unfavorable alternative

Rank-5

Unfavorable

To come at the conclusion, total of each alternative of all the sample size retailers was

made. Thusthe “sum of an alternative” having least score considered to be most

favorable. In this manner,result is prepared for various important parameters of the

survey. With the help of results soobtained, the findings are recorded in the form of

graphs.

The market of cement Changes as the area changes. The demand for particular cement for particular cement is much less. This is because of the crazier Trend of particular market.

Thus the demand for the cement is not that price sensitive. Price is not the criterion for

selection ofrejection of particular brand is adapted on the type of application of cement

and the brand name inmarket. Thus the awareness among the customers about the

particular cement plays a vital role.



The major types of customers are the builders and masons. The individual customers are

there, buttheir demand is not more. The customers are ready to give slightly high price,

but he wants qualitycement, thus he is quality conscious. The customer perceives quality

of cement as good qualitybecause of effective marketing. So effective marketing is

necessary.

36

The retailer in the marker plays an important role in the sale of the cement. They have

someexpectation from the cement companies; they expected credit facility, good sales

promotionschemes, and timely delivery of cement, etc

Among the plastic bag and paper bag of cement, Customer prefer bag. This is because the

paper bag prevents it from moisture and quantity remains intact.

In brief cement market is sensitive to marketing. The better & more the marketing the

more ispossibility of sales. The observations and findings of the market survey about

market share andsales promotion activities are given at the next stage, in the report.

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Ultratech Cement to Sponsor Shilpa Shetty