The Cement Story

Direct Marketing Plan

Background

Cement
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

Indian scenario
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 in coming years.
**Data from Indian Cement Industry Forecast 2012

About UltraTech
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 plants spanning India, UAE, Bahrain, Bangladesh and Sri Lanka.

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 Opportunities:It can develop new marketing areas It can sign more MOUs with government regarding supply of cement for government work Maintain the position of competition in the market. Weakness: Delay in supply Inconsistency of Supply Insufficient manpower

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

Metamorphosis
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 Samruddhi Cement Limited which amalgamated with UltraTech Cement Limited.

The Aditya Birla Group is among the top 10 cement producers globally

Changing Brand Image

Birla Plus
'Har Nirman Ki Jaan' 'Is cement mein Jaan Hain'

L&T
We make the things that make India proud.

UltraTech
'Jaan Wahi, Pehcaan Nayi Engineers choice

Distribution Channel

The UltraTech distribution network pan-India with over 14,000 dealers and 60,000 retailers.

Unique Retail Store

UltraTech Building Solution Store

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.

Objective

Objective
Primary objective:
To facilitate brand awareness & recall among the primary and secondary TG.

Area: Maharashtra Secondary objective:

To maintain long term relation with the targeted and existing cluster.

Area: Maharashtra

Cluster/TG

Cluster/ TG
Primary TG:
Civil Engineers, Structural Engineers, Civil Contractors, Retailers Target Area: Maharashtra

Secondary TG:
Architects, Distributors, Dealers and Wholesalers. Target Area: Maharashtra

TG- Traits/Function
Structural Engineers Decision Maker What all will go in the construction material. Civil Engineers Functional role Designing of the structure with very less focus on the aesthetics. Distributors Loading and unloading Buys large material quantities from a manufacturer, then creates smaller material units and delivers units to customers. Civil Contractors Execution Bring everything together.

Architects Designer Plan the look and feel of exterior and interior space.

Retailers Clearance To discount, cut expenses and sell to customer.

Program, Communication vehicles and Strategy

The Program
Stage 1: Grab Attention
Stage 2: Engagement Stage 3: Networking
Stage 4: Feedback

Communication Vehicles

Retailing- Main Hub Telephone E-mail Mailers- Loyalty Program Catalogue Marketing Mobile/ Website Magazine Events

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 state of Maharashtra, the strategy is to engage with the database through mailers. These mailers will be sent across with catalogue and follow-up e-mails, which will inform the primary and secondary TG about the unique store concept. These mailers will also tell them about the loyalty program and how it is mutually beneficial.

The Strategy
Stage 2: Engagement Database: Acquiring new Channel: E-mail/Mailers/Retail Store/ Catalogue/ Magazine/Telephone Joining the loyalty program is a mutually benefit relationship 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 happening with cement technology and the scope of the cement growth can be a topic of discussion. In this meet they will get to meet each other and also engage with the brand.

Loyalty Program
The Topaz Club For: Civil Engineers, Structural Engineers and Architects Privileges: Users will get a unique registration/ referral number. So in a project if the concerned user recommends usage of UltraTech 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 by UltraTech). Exclusive invitation to inaugural parties of structures built using UltraTech cement. Each month will celebrate a user like Engineer/Architect of the month in the monthly UltraTech magazine. The Meline Club For: Civil contractors, distributors, Retailers, wholesalers, etc. Privileges: Membership for placing instant order of cement and for keeping 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 same number for booking, registering any complaint and knowing status of previous booking. For every unit ordered user is rewarded 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 users and a lucky winner is gifted a phone. Every month the a user will be celebrated for highest purchase of cement units

The Strategy
Stage 3: Networking Database: Acquiring new Channel: Events IPL post-party organized by UltraTech cement. The Topaz club members will be provided with this platform to make the bond between the brand and the user more stronger.

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 long term customer relationship.

Brand Approach

Creative Approach
Primary TG The catalogue mailed to the Engineers and Architects will have marker based augmented reality, whereon the centerfold when viewed through an android phone reveals houses and skyscrapers and a QR code will provide link to the loyalty club website. Secondary TG The catalogue mailed will have a pop-up house on the centerfold, with a form on the side for enrolment for the loyalty club.

Creative Approach
For the topaz club in the introductory kit an smart looking laptop bag can be given.

Creative Approach
To all the members who join the club will get this helmet which they can use for work purpose.

Creative Approach
For the topaz club in the introductory kit an interactive calendar can be given of this form:

Creative Approach
To all the members who join the club will get this piece of art pen stand. With UltraTech branding.

Creative Approach
For the Meline club in the introductory kit an calendar will be given of this form: Each page will have the blue print of famous structures.

Budget
Item Sky scraper catalogue (premium) Sky scraper catalogue (Basic) Calendar Organizer (leather) Pens Cost 200 100 85 500 50 Units 800 2000 2000 800 3000 Total 160,000 20,000 1,70,000 40,000 1,50,000

T-shirts Laptop bag

Printed helmet Pencil Stand Plastic cards

120 1500
150 75 20

2000 800
3000 3000 3000

2,40,000 1,20,000
45,0000 2,25,000 60,000

Total= 12,30,000

Data Management Systems

List Building: Identifying the list of engineers, contractors, dealers, retailers in and around the UTBS store located in Maharashtra. List enhancement: By asking prospective users to enroll for the loyalty club program and getting freebies. List sustenance: The plan we worked emphasized other personal rewards. Like free tickets to IPL tournaments, tours and etc.

Fulfillment Methods

Order Receipt

List maintenance

Credit Approval & Check Verification

Inventory Control

Computer Processing
Invoicing Management Reporting

Customer Service

Customer Management

Physical Fulfillment

Manifesting

Shipping

CUSTOMER

Measurability
Success of the marketing plan depends on the response to the enrolment of new and existing users to the loyalty program. For instance, Cost per response will help us judge the success 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 rise or dip in sales in the concerned area (Maharashtra) will also be one of the success criteria.

Team Members
ADMA B Amrita Sarkar 37 Reva Vidyalankar 47 Sonia John 17 Kushagrah Nigam 27 Ankit Dahiya 07