central india cement company_fin
TRANSCRIPT
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Central India Cement CompanyA case study on Rural Marketing Plan
By:Renish AdesraHetal Pandya
Hani PatelPradeep Thomas
Pooja Tanawala
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Content outline:
CICC overview Cement Industry overview
Situation analysis
Marketing strategy purpose Positioning
Marketing mix
Media for promotion
Promotion plane for dealers, sales force
Monitoring and control
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CICC Overview
Setup in 1983 by Central India Group of Industries
Core Business Cement Manufacturing
Single largest plant situated at Madhya Pradesh
Manufactures Portland and Clinker variety
Production capacity currently 2.5 million tonesper year and plans to increase to 4 million tones
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Industry Overview
India is the 4th largest producer of cement in the world
Heavily influenced by government policies
Marketing was absent until 1982 because of governmentregulations
Industry was run by 90 key players
Market leader (ACC) had a 15% share in market, whileCICC had 3.4%
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Situation analysis
Customers:
its customers includes farmers and governmentwork contractors in rural market of UP and Bihar.
Competitors:
ACC being a major competitors. About 90 playersacross India.
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Continued
Company
Set up in year 1983
Prod. Capacity of 2.5 million tonnes
Produces portland and clinker variety
Industry
its a core sector industry which was highly under
control of Indian govt.gradually government has made itfree from excessive controls. gradually growing withincreased need for infrastructure and housing.
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Situation Analysis
Marketing strategy purpose
Customer focus in rural areas and to pave way for CICCbrand of cement
To remove preferences for particular brand in Bihar and
Uttar Pradesh
Target market
Buyers of cement in Bihar and Uttar Pradesh villages
Positioning
CICC will position itself as reliable cement brandcatering to the specific needs of rural people
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Marketing mix
Product:
packaging in Hindi language.
available in small quantity like 5 kg, 10 kg etc.
facility of return the cement bag, if foundinappropriate
Price:
credit facility for longer time period discount on cash payment on delivery
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Place: CICC need to ensure availability of its cement at
stores in rural villages.
ensure good transportation channel and presencein major village areas.
Marketing mix
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Promotion
Communication system:
marketing personnel will held meeting withVillage Mukhiya and Masons.
mobile helpline vehicles with sales person toprovide information and proper advice onCement.
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Primary & Secondary Media for
Promotion
Primary Media Secondary Media
Radio News paper
Doordarshan Wall painting
Fairs health camp org.
Movie show
Haat
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Promotion Plan for Dealers
Increasing Brand Visibility
Increasing retail presence inside smaller villages apart fromvisual merchandising, together with rural and highway wallpainting exercises that could make the brand visible inmarkets where mass media still has a poor reach
Educating Dealers Training and developing the dealers in the technical aspects of
cement because of the orthodox behavior of the consumers
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Promotion & Training Plan for Sales
Force
Below the Line Marketing
Below-the-line activity in marketing generally refers tomarketing practices making use of forms of promotion thatdo not involve the use of mass media
Use of Vernacular Language
Educating the sales force to use vernacular languages ineducating and informing the dealers
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Suitable themes for Ad
Villagers are information starved and entertainmenthungry
Ad which shows the technical aspects in a simpler way
Use of brand ambassadors with whom the villagers can
connect Very entertaining
Themes
Development of rural areas Patriotic
Family values
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Review and control
Quarterly Revenue and sales data analysis
Customer feedback for their views of CICC cement
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Acknowledgement