new imc strategy of premier cement
DESCRIPTION
IMC StrategyTRANSCRIPT
IMC Strategy Of Premier Cement
SUBMITTED BY: JUGGERNAUT (GROUP: 10)
ARIF RAHMAN(48D ROLL- 07)
KAZI ALI TAMADDUN (48D ROLL- 45)
SADMAN PRODHAN (48D ROLL- 47)
M HISHAAM HOSSAIN (48D ROLL- 52)
SALMAN HOSSAIN KHAN (48D ROLL- 56)
Company Profile
Brand Name: Premier Cement
Inception: 12th March 2004
Production Capacity: 2.4 million tons
Market Share: 8%
Employees: 700+
Factory: West Muktarpur, Munshiganj
Product Type: 2
Product Name: OPC (Ordinary Portland Cement)
PPC(Portland Composite Cement)
Package: 50 Kg Bags
Product Offering
1. Ordinary Portland Cement (OPC):
Ordinary Portland cement Type-I is the most common type of cement in general use around the world. It is a basic ingredient of concrete, mortar, stucco and most non-specialty grout cement. It is a fine powder produced by grinding clinker (95%), a limited amount of Gypsum which controls the setting time.
2. Portland Composite Cement (PCC):
It is the most common type of cement used in Bangladesh which consists of Clinker, Slag, PFA (Pulverized Fly Ash), Gypsum, and Limestone.
Market Share
20%
19%
11%11%
9%
7%
8%
6%
9%
Market Share
Others
Shah Cement
Lafarge
Heidelberg
King Brand
Fresh
Premier
Crown
Holcim
Current MC of Premier Cement
1. Media Advertising: Newspaper
Magazine
TVC
Promotions
2. Direct Response Advertisement:
Telemarketing
Fax-mail
Current MC of Premier Cement
3. Outdoor Advertising:
Billboards
Wall Paintings
Shop Paints
Posters
Some Advertising Tools of Premier Cement
Newspaper
TV & Radio
Billboards
Direct mail
National, Local, press release
Ad making, Airing, Radio foorti, Bd Betar
Billboard, Shop signboards, wall
painting, show piece
Real State, yellow pages, mail to
corporate customers
Advertisements
Total Advertising Tool used by Premier Cement
1. Consumer Promotion:
Credit facility for Distributor
Short term incentive for consumer at dull season
Gifts to Retailer and Distributor
2. Trade Promotion:
Eid 2 Eid offer for Retailer based on sales
Yearly Dealer conference at 5 star hotel with gifts
Total Advertising Tool used by Premier Cement
3. Publicity or Public Relation:
Brochures, Leaflets, Banners, Festoons
T-shirt, Umbrella, Dinner set, notebook, mug, pad for company representatives
Regular meeting of Engineers, Masons, Dealers
Workshop on House building
4. Sponsorship and Event Marketing:
Total Advertising Tool used by Premier Cement
4. Sponsorship and Event Marketing:
Cultural programs like 100 year of teachers training college International Mother language day program, Dhaka University Sponsorship of Sylhet Royals team of BPL tournament
Total Sales promotion and Public Relation
Consumer Promotion
Trade Promotion
Events
Personal Selling
• Contest, Awards & corporate Promotion• Test Fee For BUET and other test
Yearly gifts for Distributor, Tour, yearly conference, Trade shows
• Mezban for Distributor/ Retailer• Cultural program sponsoring• Masons Workshop
• Entertainment, Direct mail, Exclusive gifts• Greetings, Foreign Tours
IMC Strategy Development at Premier Cement
1. Indentify the target customers:
Customer Base may be
Retail Customer
Corporate Customer
Government
Offers are of two types
General Customer (Cash ++ offer)
Retailer (Eid 2 Eid offer)
IMC Strategy Development at Premier Cement
2. Designing the Communication:Ad Agencies working on designing
communication:
Biborton
Jara
Panshi etc
3. Communication Channel: Media
Sales promotion
Public relation
Events
IMC Strategy Development at Premier Cement
4. Setting Communication Budget:Promotion Budget of 2012-13
31%
36%
28%
1% 3% 1%
%
Sales PromotionAdvertisingPublic RelationConsultancy FeePersonal SellingOthers
Source: http://www.premiercement.com/downloads.html
IMC Strategy Development at Premier Cement
5. Managing Integrated Marketing Communication:
The Company does the following
Evaluation after each promotion campaign
Control and combination of communication discipline
Ensuring clarity, consistency and maximum impact of message
Analyzing the trends
Appointing marketing consultant to monitor promotional programs
Online and Social Media Well structured website but all pages are not equally
developed
Some pages with broken links which needs to develop
Online and Social Media
Media center is the library of all media communication but the content of the page are yet to be completed
Online and Social Media
Facebook fan page is not managed properly
No sharing of contents and fan numbers also unsatisfactory
Execution of Brand Marketing Program
1. Choosing Brand Element:
Brand Name
Logo
Packaging
Company Slogan
During offer period the offers and prizes
2. Integrating Brand into Marketing Activities:
Use of Brand tools like brochures, leaflets, stickers, company diary in
Sales promotion and Trade promotion
Mezban, Dealer/Retailer meeting, workshop etc
Developing Brand Equity among stakeholders
Execution of Brand Marketing Program
3. Leveraging Secondary Association:
The company can associate with some other Brand so that they can create Brand Equity for themselves
They are doing Sponsorship, Event Marketing and CSR activities to leverage association for the brand
Managing and Evaluating IMC Programs
Assessment of the collective impact of an IMC program is very important. This can be done by evaluating the following points:
Coverage
Contribution
Commonality
Complementarities
Versatility
Cost
Conclusion
Premier Cement is trying to establish a strong network with their customers and associates all over the country to stay in the long run in the cement industry
To do so the company have to think about their IMC program not in a conventional way but in a contemporary way to stand out in competition
Premier Cement is still new in the industry and they are gaining the momentum day by day
There is a good opportunity ahead for the company to establish their brand and become the ultimate Brand in the market
Thanks To All