Marketing Mix Of JK Cements – JK Cements Marketing Mix

JK Cements is of Indian origin and is associated with cement industry. It has dealings in construction and real estate as it manufactures and provides construction materials. The company has targeted builders and customers in both private and public sector in I, II and III tier cities across India. It started its operations in the year 1975 and was founded by the Kanpur branch of JK family. Even though it is affiliated to J. K. Organisation it still has its separate entity and management. Some of its competitors are as follows-

• Ultra Tech Cement
• Shree Cement
• Gujarat Ambuja Cement
• ACC Cement

Product in the Marketing Mix Of JK Cements :

JK Cements is one of the leading cement manufacturers in Northern India. In the case of white cement, it occupies the second position in terms of production capacity.

At its onset, its production capacity of cement was limited to 0.3 million tonnes which by the year 2015 had increased to 2.8 million tonnes. JK Cements has vast reserves of limestone that is used as the major raw material for manufacturing of white and grey cement. Its product portfolio consists mainly of –

• White cement- Is suitable for repair and construction of floors and walls and for architectural and decorative applications in dark, light and white colours.
• Grey cement – Company produces OPC which is ideal for concrete-component production and construction jobs. It is in demand for fineness and strength and is available in three variants 53 Grade OPC, 33 Grade OPC and 43 Grade OPC. JK Cements is a leader of premium quality PPC which is in demand by institutional and retail sector.
• J K Wall Putty – Is fine-powdered white cement that is an ideal base for cement and concrete plastered ceiling and walls. It is damp resistant, has a smooth finish and its application prevents expensive paints from flaking
• J K Water Proof- It is a water-repellant in powdered form designed for prevention of water through concrete pores.

Place in the Marketing Mix Of JK Cements :

JK Cements started its operations from its first manufacturing plant located in Rajasthan at Nimbahera. Next was at Mangrol with another at Gotan in Gujarat. Its grinding units are at Gotan and Jharli. The main market for grey cement is in North India and JK holds 18% of market share in Haryana. The company sells white cement mostly overseas in places like UAE, Sri Lanka, Bangladesh, Nigeria, Tanzania, Nepal, South Africa, Bahrain, Kenya and Singapore.  JK Cements has an extensive distribution network for marketing of both white and grey cement in and out of India that includes four handling agents, thirteen regional offices and four thousand retail outlets.

Distribution channel for grey cement includes services of seven sales offices in regions like Rajasthan, Madhya Pradesh, Gujarat, Punjab, Uttar Pradesh, Haryana and Delhi and feeder depots in 40 locations. Distribution channel of white cement includes thirteen regional offices and twenty feeder-depots.

Price in the Marketing Mix Of JK Cements :

JK Cements has adopted a competitive pricing policy for its various products. It faces stiff competition from rival companies. Moreover, it wants to increase its product penetration to other parts of India and into the overseas market.  In order to deal with both problems, it has decided to maintain penetration and reasonable policies. This will provide the company with a competitive advantage over its rivals as its products are better in quality and its prices are more or less similar to others.

Promotions in the Marketing Mix Of JK Cements : 

JK Cements is a well-known company in India that has adopted an extensive marketing strategy. It has started several beneficial plans for its employees in terms of medical camps and hospital services. JK Cements has received several awards like Productivity Excellence Award in the year 2011-12, Best Employer Award 2012, Certificate of Excellence 20112 and Medallion Mines Award 2002-3. The company has launched several advertisement campaigns with help of print, electronic and social media to gain maximum market recognition. Its ads are shown via television channels, newspapers, magazines on hoardings and also via online portals.