adma b_building material group
TRANSCRIPT
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The Cement StoryDirect Marketing Plan
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Background
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Cement
Cement is a binder, a substance which sets and hardens independently, and can
bind other materials together; most important use of cement is the
production of mortar and concrete used by the construction and real estate
sectors.
Why the demand?
Vertical-trajectory infrastructure development
A booming housing sector
Surging global demand
Ramped up production capacity
Cement
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India is the worlds 2nd largest producer of cement.
Domestic demand for cement has been increasing at a fast pace in India and
it has surpassed the economic growth rate of the country.
Among the states, Maharashtra has the highest share in consumption at
12.18% followed by Uttar Pradesh.
Housing sector is expected to remain the largest cement consumer incoming years.
**Data from Indian Cement Industry Forecast 2012
Indian scenario
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UltraTech
UltraTech Cement Limited and its subsidiaries have an annual capacity of
52 million tonnes.
Its among the top 10 producers of cement globally.
UltraTech is also the largest manufacturer of White Cement in India.
UltraTech Cement is also Indias largest exporter of cement clinker
reaching out to meet demand in countries around the Indian Ocean, Africa,
Europe and the Middle East.
UltraTech has 11 integrated plants, 15 grinding units, five bulk terminals
and 92 RMC plantsspanning India, UAE, Bahrain, Bangladesh and SriLanka.
About UltraTech
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SWOT
Strengths:-
Strong brand image
Better quality
Long relationship with customer
Maintains a world class infrastructure
Market share
Large distribution network
Proper research and development
Strong financial backing
Weakness:-
Delay in supply
Inconsistency of Supply
Insufficient manpower
Opportunities:-
It can develop new marketing areas
It can sign more MOUs withgovernment regarding supply of cement
for government work
Maintain the position of competition in
the market.
Threats:-
It has strong competitors like ACC,
LAFARGE, AMBUJA Etc.Although the Brand Equity Of
ULTRATECH CEMENT is AT PAR with
ACC and LAFAGE, to maintain the
same continuous follow-up in all respect
is necessary
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2000 - Integrated as L&T Cement Limited
2004 - Grasim acquired management control .Together with Grasim, one of
the largest cement producers in India
2004 - Name changed to UltraTech Cement Limited.
2006 - Narmada Cement Company Limited amalgamated with UltraTech.
2010 - Cement business of Grasim demerged and vested in SamruddhiCement Limited which amalgamated with UltraTech Cement Limited.
The Aditya Birla Group is among the top 10 cement producers globally
Metamorphosis
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Changing Brand Image
UltraTech
'Jaan Wahi, Pehcaan Nayi Engineers choice
L & T
We make the things that make India proud.
Birla Plus
'Har Nirman Ki Jaan' 'Is cement mein Jaan Hain'
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Distribution Channel
The UltraTech distribution network pan-India with over 14,000 dealers
and 60,000 retailers.
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Unique Retail
Store
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Based on core philosophy of 'plan, build and support', to give an enhanced shopping
experience for consumers.
UTBS help to plot owner get information on how to choose and buy quality construction
material. Customers can also get a list of recommended outlets offering construction products
like wood, paint, fittings, sand, bricks and others.
Besides, UTBS offer free consultancy services on legal opinion, obtaining plan approvals and
clues from Vaastu Sastra. UTBS also offer complete support through tests at the construction
site, ensuring quality standards.
The outlets also provide value added services including mobile concrete testing vans for
conducting quality tests as well as architects, contractors, vaastu consultants and other
construction personnel.
They have technical teams which train masons and contractors besides offering advice on
legal formalities and plan approval procedures.
UltraTech Building Solution
Store
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Objective
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Primary objective:
To facilitate brand awareness & recall among the
primary and secondary TG.
Area: Maharashtra
Secondary objective:
To maintain long term relation with the targetedand existing cluster.
Area: Maharashtra
Objective
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Cluster/TG
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Primary TG:
Civil Engineers, Structural Engineers, Civil
Contractors, Retailers
Target Area: Maharashtra
Secondary TG:
Architects, Distributors, Dealers and Wholesalers.
Target Area: Maharashtra
Cluster/ TG
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TG- Traits/Function
Structural Engineers Civil Engineers Civil Contractors
DecisionMaker
What all will go in the
construction material.
Functional role
Designing of the structure
with very less focus on theaesthetics.
Execution
Bring everything
together.
Architects Distributors Retailers
Designer
Plan the look and feelof exterior and interior
space.
Loading and unloading
Buys large material quantitiesfrom a manufacturer, then
creates smaller material unitsand delivers units to
customers.
Clearance
To discount, cutexpenses and sell to
customer.
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Program,
Communication
vehiclesand Strategy
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The Program
Stage 1:
Grab Attention
Stage 2:Engagement
Stage 3:Networking
Stage 4:
Feedback
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Retailing- Main Hub
Telephone
E-mail Mailers- Loyalty Program
Catalogue Marketing
Mobile/ Website
Magazine
Events
Communication Vehicles
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The Strategy
Stage 1: Grab Attention
Database: Existing and Acquiring new
Channel: E-mail/Mailers/Retail Store/ Catalogue/
Magazine/Making use of the existing UTBS stores across the stateof Maharashtra, the strategy is to engage with thedatabase through mailers. These mailers will be sentacross with catalogue and follow-up e-mails, which willinform the primary and secondary TG about the uniquestore concept.
These mailers will also tell them about the loyaltyprogram and how it is mutually beneficial.
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The Strategy
Stage 2: Engagement
Database: Acquiring new
Channel: E-mail/Mailers/Retail Store/ Catalogue/
Magazine/TelephoneJoining the loyalty program is a mutually benefitrelationship as it is giving business to seller and user.
For all those who join the club - a cement meet will be
organized, wherein the latest development happeningwith cement technology and the scope of the cementgrowth can be a topic of discussion. In this meet they willget to meet each other and also engage with the brand.
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Loyalty Program
The Topaz Club The Meline Club
For: Civil Engineers, Structural Engineers and Architects
Privileges:
Users will get a unique registration/ referral number. So in aproject if the concerned user recommends usage ofUltraTech cement, placing a bulk order through AUS, also for
every unit of cement ordered the user is rewarded five points.
Free Tickets for the IPL matches(which are sponsored byUltraTech). Exclusive invitation to inaugural parties of structures builtusing UltraTech cement.Each month will celebrate a user like Engineer/Architect of
the month in the monthly UltraTech magazine.
For: Civil contractors, distributors, Retailers, wholesalers, etc.
Privileges: Membership for placing instant order of cement and forkeeping their inventory updated. Automated Unified System(AUS)users will have to first register their phone numbers at IVRS
Once the number is registered, the users can dial the samenumber for booking, registering any complaint and knowingstatus of previous booking. For every unit ordered user isrewarded with 3 points.
Extra points will be given for recommending a new member. These reward point can be encashed for gifts (idea cellular,Grasim, mostly Aditya Birla group owned products) and
Holiday trips.During festival time users will get free talktime to Idea usersand a lucky winner is gifted a phone.Every month the a user will be celebrated for highestpurchase of cement units
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The Strategy
Stage 4: Feedback
Database: Acquiring new and Maintaining
Channel: Telephones/ Mailers/E-mail To update and use the feedback
information in making sure that the system
we have devised (AUS) works flawlessly.This will also ensure maintenance of longterm customer relationship.
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Brand Approach
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Primary TG
The catalogue mailed to theEngineers and Architectswill have marker basedaugmented reality, whereon
the centerfold when viewedthrough an android phonereveals houses andskyscrapers and a QR codewill provide link to theloyalty club website.
Secondary TG The catalogue mailed will
have a pop-up house on thecenterfold, with a form onthe side for enrolment forthe loyalty club.
Creative Approach
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Creative Approach
For the topazclub in theintroductory kitan smartlooking laptopbag can be
given.
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Creative Approach
To all themembers whojoin the clubwill get thishelmet whichthey can use
for workpurpose.
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For the topazclub in theintroductory kitan interactivecalendar canbe given of
this form:
Creative Approach
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To all themembers whojoin the clubwill get thispiece of artpen stand.
WithUltraTechbranding.
Creative Approach
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Creative Approach
For the Melineclub in theintroductory kit
an calendar willbe given of thisform: Each pagewill have the
blue print offamousstructures.
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Budget
Item Cost Units Total
Sky scraper catalogue(premium)
200 800 160,000
Sky scraper catalogue (Basic) 100 2000 20,000
Calendar 85 2000 1,70,000
Organizer (leather) 500 800 40,000
Pens 50 3000 1,50,000
T-shirts 120 2000 2,40,000
Laptop bag 1500 800 1,20,000
Printed helmet 150 3000 45,0000
Pencil Stand 75 3000 2,25,000
Plastic cards 20 3000 60,000
Total= 12 30 000
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List Building: Identifying the list of engineers,contractors, dealers, retailers in and around theUTBS store located in Maharashtra.
List enhancement: By asking prospective usersto enroll for the loyalty club program and gettingfreebies.
List sustenance: The plan we workedemphasized other personal rewards. Like freetickets to IPL tournaments, tours and etc.
Data Management Systems
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Fulfillment Methods
Order Receipt
Credit Approval& Check
Verification
ComputerProcessing
PhysicalFulfillment
Manifesting Shipping CUSTOMER
Listmaintenance
ManagementReporting
InventoryControl
Invoicing
Customer
Service
Customer
Management
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Success of the marketing plan depends on the responseto the enrolment of new and existing users to the loyaltyprogram.
For instance, Cost per response will help us judge thesuccess of the marketing plan.
Also the mobile booking of orders through sms will help
in increase of sales. So after the plan is in effect the riseor dip in sales in the concerned area (Maharashtra) willalso be one of the success criteria.
Measurability
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ADMA B
Amrita Sarkar 37
Reva Vidyalankar 47
Sonia John 17 Kushagrah Nigam 27
Ankit Dahiya 07
Team Members