Marketing Mix of JK Cements and 4Ps (Updated 2023)

The Marketing mix of JK Cements analyses the 4Ps of JK Cements, which includes the Product, Price, Place, and Promotion of JK Cements. JK Cements is of Indian origin and is associated with the 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 the private and public sectors in I, II, and III-tier cities across India. It started its operations in 1975 and was founded by the Kanpur branch of the JK family. Even though it is affiliated with 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

About JK Cements

• Type: Cement manufacturing company
• Industry: Cement
• Founded: 1975
• Founder: Lala Shriram
• Headquarters: Jaipur, Rajasthan, India
• Area served: India and export markets
• Key people: Mahendra Kumar Sharma (Chairman) and Atul Sobti(CEO)
• Number of employees: 4,000

JK Cements Product Strategy

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

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

• White cement – This is suitable for repairing and constructing floors and walls and architectural and decorative applications in dark, light, and white colors.
• Grey cement – The company produces OPC, 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 in premium quality PPC, which is in demand by the institutional and retail sectors.
• J K Wall Putty – Fine-powdered white cement is an ideal base for cement and concrete plastered ceilings and walls. It is damp-resistant, has a smooth finish, and its application prevents expensive paints from flaking.
• J K Water Proof is a powdered water-repellant designed to prevent water from entering concrete pores.

The product mix of JK Cements in 2023 is as follows(Source)

1. Grey Cement: Various grades of Ordinary Portland Cement (OPC) suitable for general and specialized construction needs.
2. Portland Pozzolana Cement (PPC): A blend of Portland cement and pozzolanic materials, PPC is known for its enhanced strength and durability.
3. White Cement: A premium product used for aesthetic applications in construction, like decorative designs and finishing.
4. Wall Putty: Used for preparing wall surfaces before painting, ensuring a smooth and even finish.
5. Waterproofing Solutions: Products designed to prevent water seepage in buildings, enhancing the durability of constructions.

JK Cements Place Strategy

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

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

1. Extensive Distribution Network: JK Cement has established a vast distribution network that includes a mix of regional distributors, dealers, and retailers, ensuring their products are readily available across various regions.
2. Strategic Location of Manufacturing Units: The company strategically locates its manufacturing units close to raw material sources and critical markets to minimize transportation costs and ensure timely delivery.
3. Focus on Urban and Rural Markets: JK Cement actively targets both urban and rural markets, adapting its distribution strategies to suit each area’s unique needs and dynamics.
4. Global Presence: Beyond domestic markets, JK Cement has also expanded its presence internationally, exporting to various countries, which helps to diversify market risk and increase brand visibility.
5. Use of Technology in Supply Chain Management: The company integrates advanced technology in its supply chain, utilizing tools like ERP systems for efficient inventory management and logistics, ensuring a smooth flow of products from manufacturing units to end consumers.

JK Cements Pricing Strategy

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 the overseas market.

To deal with both problems, it has decided to change its marketing mix to maintain penetration and reasonable policies. This marketing strategy will give the company a competitive advantage over its rivals as its products are better in quality, and its prices are more or less similar.

1. Competitive Pricing: JK Cement closely monitors the market to ensure competitive prices. They often adjust prices to reflect changes in raw material costs, transportation, and market demand, staying in line with or slightly above industry averages to maintain their value proposition.
2. Segmented Pricing Approach: Understanding the diverse needs of different customer segments, JK Cement employs a segmented pricing strategy. Large industrial clients might offer bulk pricing, while for individual consumers and smaller contractors, the pricing could be different, catering to their specific needs and buying capacities.
3. Dynamic Pricing in Response to Market Fluctuations: The company is adept at implementing dynamic pricing, adjusting to factors such as seasonal demand variations, competitor pricing strategies, and changes in the cost of raw materials. This agility helps them maintain profitability and market share.
4. Value-based Pricing for Premium Products: JK Cement adopts a value-based pricing model for their premium product lines, such as specialized or sustainable cement varieties. They price these products higher, justifying the cost with superior quality, performance, and environmental benefits, appealing to a niche market segment.
5. Promotional and Discount Strategies: JK Cement occasionally rolls out promotional pricing or discounts, especially during off-peak seasons or for new product launches. This strategy not only boosts sales but also helps in penetrating newer markets or segments.

JK Cements Promotion Strategy 

JK Cements is a well-known leading cement manufacturer in India that has adopted various extensive marketing strategies. It has started several beneficial plans for its employees regarding medical camps and hospital services. JK Cements has received several awards: Productivity Excellence Award in 2011-12, Best Employer Award 2012, Certificate of Excellence 20112, and Medallion Mines Award 2002-3.

The company has launched several advertisement campaigns with the help of print, electronic, and social media marketing mix to gain maximum market recognition. Its ads are shown via television channels, newspapers, magazines on hoardings, and online portals.

JK Cement employs a multifaceted promotion and marketing strategy, focusing on brand visibility, customer engagement, and market penetration. They leverage a mix of traditional advertising and digital marketing strategies to reach a broad audience while engaging in community and industry events to strengthen their brand presence. Additionally, JK Cement invests in relationship marketing, building long-term relationships with dealers and contractors to enhance loyalty and brand advocacy.

Some Recent Video ads and Print ads of JK Cements are:

JK Cement: Today’s Latest News, Photos, Videos about JK Cement – Zee Business (zeebiz.com)

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