adma b_building material group

7/31/2019 ADMA B_Building Material Group

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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

adma b_building material group

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