The Marketing mix of JK Lakshmi Cements analyses the 4Ps of JK Lakshmi Cements, which includes the Product, Price, Place, and Promotion of JK Lakshmi Cements. JK Lakshmi Cements is a brand of the Delhi-based JK family and part of the JK Organisation. It was founded in 1982 and has set new benchmarks in the Indian cement industry. JK Lakshmi Cements is synonymous with leading cement manufacturers with strength and quality while maintaining global standards. Its competitors are-
- Ambuja Cement
- ACC Cement
- Ultra Tech Cement
About JK Lakshmi Cements
- Type: Cement manufacturing company
- Industry: Cement
- Founded: 1946
- Founder: Seth Juggilal Kamlapat Singhania
- Headquarters: Kolkata, West Bengal, India
- Area served: India
- Key people: Vijaypat Singhania (Chairman) and Neeraj Singhania (CEO)
- Number of employees: 4,000
Table of Contents
JK Lakshmi Cements Product Strategy
JK Lakshmi Cements is dedicated to offering qualitative and innovative cement products to meet customer satisfaction, and its portfolio includes-
Cement- The company manufactures cement. It uses superior-quality limestone as a raw material to produce the best cement in the industry. It assures white cement’s color, weight, setting time, fineness, and strength consistency. JK Lakshmi Cements is available in two variants-
- PPC – It is widely used to prevent cracks in its key components, burnt clay, and fly ash. It is used when construction on a mass scale takes place and requires extra durability.
- 43 Grade and 53 Grade OPC – It is the primary form of cement and is widely used as grey cement, with key components being sulfur trioxide, alumina, silica, magnesium, and iron. OPC has further sub-divisions in grades, each having unique features and properties like 43 Grade and 53 Grade. It is used extensively for fast setting and early strength.
JK Lakshmi Pro+ Cement- The latest and advanced technology has resulted in the total production capacity of JK Lakshmi Pro+ Cement with several advantages that include
- High Durability
- Superior Finish
- Speedy Construction
- Fresh-quality of cement
- Prompt Service
- More volume in a bag
Power-mix concrete- JK offers a power mix that achieves nearly 15% savings in construction costs and avoids on-site mixing, manual labor, and overall supervision.
Plaster of Paris – It is a vital building material because it can easily be cast in any shape and set. JK Lakshmi offers a premium product that provides an elegant finish and is available in sizes 2-25 kg.
Lightweight Gypsum Plaster – This is suitable for a machine and hand application for internal surfaces and, after drying, has a smooth finish with good impact strength.
The product mix of JK Lakshmi Cements in 2023 is as follows(Source)
- Various Types of Cement: This includes Portland Pozzolana Cement (PPC), which is known for high strength and performance, and other specialized types like JK Lakshmi PRO+ Cement, Platinum Heavy Duty Cement, JKLC Sixer Cement, and Super Sixer Weather Guard Cement.
- Ready Mix Concrete (RMC): JK Lakshmi Cement provides Ready Mix Concrete, known as JK Lakshmi Power Mix, used in various construction applications.
- Autoclaved Aerated Concrete (AAC) Blocks: These are lightweight, precast building materials that provide structure, insulation, and fire and mold resistance, marketed under JK Smartblox.
- Construction Chemicals: This includes various chemicals used in the construction process to enhance the quality and durability of structures.
- Wall Putty: Used for finishing walls and creating a smooth surface for painting.
JK Lakshmi Cements Place Strategy
JK Lakshmi Cements has a powerful and robust presence in most of India’s states, with its headquarters in New Delhi. It has a solid and widespread distribution network that includes services of more than four thousand cement dealers and cement dumps in places like West Bengal, Odisha, Maharashtra, Jammu and Kashmir, Haryana, Delhi, Punjab, Uttarakhand, Uttar Pradesh, Gujarat, Rajasthan, Chhattisgarh and Madhya Pradesh.
A cement factory has been established at Durg in Chhattisgarh and another at Sirohi in Rajasthan. Grinding units of JK Lakshmi Cements are at Kalol in Gujarat and Jhamri in Haryana.
The place strategy of JK Lakshmi Cement is as follows:
- Wide Geographic Reach: JK Lakshmi Cements has established manufacturing facilities in key Indian states like Rajasthan, Chhattisgarh, Gujarat, Haryana, Uttar Pradesh, and Odisha, ensuring a broad geographic presence across major markets in India.
- Strategic Location of Plants: The company’s plants are located near raw material sources and high-demand market areas to reduce transportation costs and improve supply chain efficiency.
- Extensive Distribution Network: JK Lakshmi Cements has developed an extensive distribution network that includes dealers, retailers, and direct sales to large construction projects, ensuring the widespread availability of their products.
- Adoption of Digital and E-commerce Platforms: Embracing digital transformation, the company has leveraged online platforms for efficient order processing, customer service, and logistics management, making it easier for customers to access their products.
- Focus on Urban and Rural Markets: The company targets both urban and rural markets, catering to the diverse needs of these areas with a range of products suitable for various types of construction projects.
JK Lakshmi Cements Pricing Strategy
JK Lakshmi Cements is an eminent industrial business house and realizes the impact of pricing and marketing strategy on any organization. It first selected a team to evaluate market trends and to know about the prices of its competitors because a wise man knows everything about his rivals like the back of his hand.
After arriving at production cost, it decided to keep its product prices marginally closer to the prices set by its competitors. It adopted a competitive pricing policy to gain a competitive advantage over its rivals.
The pricing strategy of JK Lakshmi Cement is as follows:
- Competitive Pricing: JK Lakshmi Cements adopts a competitive pricing strategy to position itself effectively against large-scale and regional competitors. Setting prices that align with or are slightly lower than significant competitors ensures a strong market presence and appeal to cost-conscious customers.
- Value-Based Pricing: The company emphasizes value-based pricing for its specialized products, like high-strength cement and weather-resistant variants. This approach allows them to charge a premium for products that offer additional benefits or meet specific industry standards.
- Flexible Pricing for Bulk Orders: In dealing with large-scale projects and industrial clients, JK Lakshmi Cements often employs flexible pricing. This strategy includes negotiated pricing or discounts for bulk purchases, catering to the significant volume needs of large construction projects.
- Regional Pricing Strategies: Recognizing the diverse economic landscapes across different regions of India, JK Lakshmi Cements adapts its pricing based on regional market conditions, competitive scenarios, and logistic costs. This localized approach helps cater to customers’ unique needs and purchasing power in various states.
- Dynamic Pricing in Response to Market Fluctuations: The company stays agile with its pricing strategy, adjusting to fluctuations in raw material costs, changes in demand, and regulatory shifts. This dynamic approach ensures they remain competitive and profitable in a market subject to frequent changes.
JK Lakshmi Cements Promotion Strategy
JK Lakshmi Cements believes in direct dealings with the help of its dedicated and trained marketing team and sales offices. It has a technical service cell that offers construction solutions and carries out innovative and regular contact programs with masons, builders, and business associates to meet their requirements. JK Lakshmi Cements is the strength behind several projects like Indira Gandhi Nahar Pariyojna and Golden Quadrilateral.
It has also implemented innovative ideas like a power plant for waste-heat recovery and a colored-bag concept for product differentiation. It has received several awards and recognition, such as the Excellent Energy Efficiency Unit Award and the Greentech Safety Award. JK Lakshmi Cements also promotes its products and brand via advertisements in newspapers, magazines, hoardings, television, social media, and sides of vehicles, including trucks, buses, and tempo.
JK Lakshmi Cements employs a multi-faceted promotion strategy that focuses on:
- Integrated Marketing Communications: Utilizing a mix of traditional advertising, digital marketing, and social media outreach to build brand awareness and engage with a diverse customer base.
- Partnership and Sponsorships: To reinforce their industry presence and commitment, engaging in strategic partnerships and sponsorships, particularly in construction-related events and initiatives.
- Customer Engagement Programs: Implementing customer engagement programs, including loyalty programs and technical workshops, to strengthen relationships with individual customers and businesses in the construction sector.
Some Recent Video ads and Print ads of JK Lakshmi Cements are:
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