Marketing plan for Existing MSME Cluster Products

High Fly Ash Cluster Pvt. Ltd. Chandrapur, Maharashtra

By

Akshay Bhalerao

Ankit Patil

Anup Pawaskar

Welingkar Institute of Management, Mumbai

Cluster selected   

For developing a marketing plan, we have selected the HIGH FLY ASH CLUSTER PVT. LTD located in Chandrapur district of eastern Maharashtra. The product that we have selected is Fly Ash. Product Definition:Fly ash is the name given to residue produced during combustion of coal in thermal power plants.  Process of producing Fly Ash:Within a thermal power station, coal is fed to a series of mills that pulverize the coal to a very fine powder.

This powder is then fed into a boiler which combusts the coal to produce heat, that is then used to produce steam required for power generation

The carbon in the coal is consumed — leaving molten particles rich in silica, alumina and calcium

These particles solidify as microscopic, glassy spheres that are collected from the power plant’s exhaust before they can “fly” away — hence the product’s name: Fly Ash

In case of High Fly Ash Cluster the power plant is Chandrapur Super Thermal Power Plant

Fly Ash Preparation process diagram

Uses of Fly Asha.)Industrial Uses

Fly ash from coal-fired thermal power stations is an excellent potential raw material for the manufacture of construction material like

Blended cement

Fly ash bricks

Mosaic tiles

Hollow blocks.

b.) Agricultural uses of fly ash

Fly Ash can be a soil modifier and enhance its moisture retaining capacity and fertility.

It improves the plant's water and nutrient uptake.

It helps in the development of roots and soil-binding, stores carbohydrates and oils for use when needed.

It also protects the plants from soil-borne diseases, and detoxifies contaminated soils.

Benefits of Fly Ash

Economic gain obtained by replacing Cement or reducing the quantity of cement used

Environmental gains obtained by safe disposal of the coal residue which may otherwise cause environmental degradation

Increasing the durability of the end product like fly ash bricks

Reduction in diseases caused by improper disposal of coal ash and some others like asbestosis caused by indiscriminate use of cement

Existing marketing practices

As per our research done by collecting primary data, there are is no marketing done for this cluster.

Challenges in front of sellers of Fly Ash

Despite of the economic and ecological benefits mentioned above, Fly ash still suffers from below mentioned challenges. The market for Fly Ash is in a nascent stage in India

Traditional perception of architects/builders who still prefer to use conventional materials like Portland cement

Poor public awareness about the fly ash products and their performance

Lack of proper coordination between thermal plants and ash users

Strategies for addressing the problems

The real challenge in marketing Fly Ash as a Cement substitute is the lack of awareness and perception of inferior quality

To increase the awareness, we will have to demonstrate the benefits of fly ash to the business users like construction industry as well as general public so that there is a pull for fly ash in the market

The push strategy can be utilized for B2B marketing by arranging conferences, seminars and events to promote fly ash as a cement alternative. The cluster can participate in construction exhibitions and demonstrate the strength of fly ash products. The conferences can help the supplier and the buyers to come together The pull strategy can be utilized for B2C marketing wherein awareness about fly ash benefits and eco friendly nature can be emphasized. This will create awareness among the end consumers i.e. the home buyers and create a pull for fly ash products due to its superior quality and benefits.

Promotional campaign( Sample Print Ad 1)

Promotional campaign( Sample Print Ad 2)

Selection of Media for Marketing

In order to attract investment from Small and Medium enterprises, we suggest a four pronged media strategy.

1.) Advertisements in major newspapers in Maharashtra

2.) Advertisements in magazines related to Construction/Architecture

3.) Articles and Advertorials from cement and construction industry experts (preferably from Chandrapur belt) in newspapers and magazines with Quotes and testimonials from existing builders/constructors who have benefitted from using Fly-Ash

4.) Promotion at conferences revolving around Construction/Real Estates

Thank you