Marketing Strategy of Ultratech Cement

When reading of the concrete that the ancient Romans used, and learning of their unique mixture of volcanic ash and slaked lime (“pozzolana”) I find it most interesting that this concrete still proves to be standing in some places today! It is said to be less sturdy than what we use here in America (Andrews, 2012) but no doubt it gave modern civilization the ingenuity to create what we use today.

“Roman concrete (opus caementicium), like modern concrete, is an artificial building material composed of an aggregate, a binding agent, and water. Aggregate is essentially a filler, such as gravel, chunks of stone and rubble, broken bricks, etc. Binding agent is a substance which is mixed with the aggregate wet (water added) and solidifies when it dries, or "sets." Many materials, even mud, can be a binding agent, and used to make, what we generally call, mortar. Historically lime or gypsum, mixed with rubble stones, have been used as binding agents in making a strong mortar” (Roman Concrete).

Cement is made from a mixture of limestone, sandstone, ash, chalk, iron, and clay. Researchers discovered the Roman concrete contained aluminum tobermorite, a rare mineral that adds extra strength. Cement was used by plebeians because they were the farmers, craftsmen, laborers, and soldiers of ancient Rome.

Roman building using cement (Labate, 2016) dates from the third century BCE. Cement was used with crushed bricks and rock to produce concrete used for building. The cement was made from volcanic dust (pozzolana), lime (calcium oxide) or gypsum (calcium sulphate). This mixture reacts when mixed with water, binding the concrete into a permanent, strong, impermeable structure. The Roman engineers discovered that the use of cement in their mortar dramatically increased its strength. Special types of cement were discovered and used for under-water structures like harbors and bridge piers. Roman workmen perfected the skill of building with concrete, some of which, like the Parthenon, are still intact and beautiful to this day. During the first century CE, Rome had a “Concrete Revolution”, many concrete buildings being built as skill developed.

In order to discuss concrete; one must first mention cement. Cement is a water-based binder used to bind other building materials together. It is used in the production of mortar and concrete during the construction process. Concrete is a material used in construction, made by mixing aggregate, cement, small stones and water. Cement is important because it hold structures together. Many sources states concrete was invented 1756 by a British Engineer named John Smeaton. He did so by mixing pebbles as a coarse aggregate into a powdered brick into the cement. Years layer in 1824, a English inventor named Mr Joseph Aspdin created the first true artificial cement by burning ground limestone and clay together. He is also noted for creating today’s popular concrete; Portland cement. Many buildings use concrete because of its strong element. It solidifies then hardens after mixing with water and placement due to the chemical process known as hydration. Water reacts with the cement, which bonds the other components together, eventually creating a stone-like material. Concrete is used to make pavements, pipe, various structures, foundations, roads, bridges, brick walls and so on. It is either produced site-cast or pre-cast. Site-cast Concrete is standard concrete that is poured into site-specific forms and cured on site; the concrete is created on the actually construction site. Precast concrete is a construction

The Romans subsequently use finely ground volcanic lava in place of clay, deriving it mainly from the region of Pozzuoli. Their cement, known for this reason as pozzolanic, is the strongest mortar in history until the development of Portland cement. When small fragments of volcanic rubble are included, the result is concrete - making possible the great arches and aqueducts of Roman architecture, and playing its part in Roman roads.

Roman concrete, called opus caementicium [o-pus see-men-tic’-ee-um], was made with a special Roman mortar or cement, called caementa [see-ment’-a], created by mixing water, lime, and a special volcanic ash sand, called pozzolana, that gave Roman caementa its special strength. Roman concrete [opus caementicium] was created by first building a form and then pouring in alternating layers of the Roman caementa and layers of rocks, bricks, or gravels. As each layer of rocks, bricks, or gravels was poured in and spread around, Roman workers would then pound the layers firmly together with a tool called a tamp. Roman cement was special not only because it was strong but because it was also hydraulic—it would set up and harden even under water, which made it handy for building things like Roman sewers, cisterns, baths, and even

Messina, n.d.).) state that it was invented by them. This is perhaps a semantic debate, since the Romans were responsible for a significant development that was not substantially enhanced until 1894 with the introduction of Portland cement.

Manufacturers have incorporated cement everywhere, It's what many walks in, it's what supports buildings, and it’s even in a variety of houses. David Biello also mentions Lenny Bernstein, an environmental consultant and is also a leading coordinator for the IPCC, he says that energy efficiency

Malaysian white Portland cement (MAWPC) is a locally produced WPC characterised by its whiteness, uniform composition and performance (Aalborgportland.com.my, 2016). Since it is a locally produced material, it is much cheaper than MTA and is more easily available.

The history of cement itself goes back thousands of years. The first sign of cement use comes from the Egyptians, with the use of lime as the “calcareous adhesive”, which they burnt and powdered and can be found cementing the pyramids together still. The Greeks were the next to use lime mortar, “prepared much as it is prepared today.” They also found that certain volcanic deposits combined with water gave increased strength and durability to the mortar. This technological advance was copied by the Romans who were able to make an “admirable hydraulic cement” as they saw constructing a building out

There are five different types of cement in the dental field each is versatile in their properties, uses, and mixing techniques. Many were traditionally used for routine cementation through the nineteen ninety’s and since have been replaced by newer makeup and mixing techniques. The selection of cement for a specific procedure requires knowledge of the chemical and physical properties of each particular cement for the specific restorative process to be performed.

The definition of high strength changes over the years as concrete strength used in the field increases. Any construction activity requires several materials such as concrete, steel, brick, stone, glass, clay, mud, wood, and so on. However, the cement concrete remains the main construction material used in construction industries. For its suitability and adaptability with respect to the changing environment, the concrete must be such that it can conserve resources, protect the environment, economize and lead to proper utilization of energy. To achieve this, major emphasis must be laid on the use of wastes and byproducts in cement and concrete used for new constructions. The utilization of recycled aggregate

Adelaide Brighton Ltd is an Australia-based company which engaged in manufacture and distribution of cement, and cementations products, lime, ready mixed concrete, aggregates, sand and concrete products. It’s operate centre is on Birkenhead, a suburb of Adelaide, from where product is shipped to markets around the Australian coast and overseas. The company has strong developed from a small

For those used to concreting on dry condition, concreting under water presents various challenges. Transporting, compacting, quality control, finishing and accuracy must all be carried out successfully in this different, and often difficult, environmental conditions. There are, however, many common aspects, chief of which is that air is not required for the setting and hardening of concrete – it sets and hardens just as well, and often even better, under water. Moreover, it must be fluid enough to flow into position and be self-compacting as conventional vibration is not practicable under water. During transporting and placing, conventional concrete and water must be kept apart and, when they inevitably do come into contact, rapid interface flow must be minimized or cement may be washed out to form a weak layer. Washout can be avoided by the use of an admixture to make the concrete non-dispersible but this comes at a cost and contractors unwilling to pay the additional expense involved often adhere to the more traditional methods of placing under water.