Marketing Mix for Construction Industry

Group Number : 9
Assignment 2: Essential Expressions/Marketing Mix
Category : On Site Construction (B2B)
Date : 30 January 2009
Abhishek Dwivedi PGPM508_09
Ajit Kumar PGPM508_20
Gautam Pradhan PGPM508_32
Gagan Seth PGPM508_44
Chandra M Verma PGPM508_56

High CAGR
“ Diversify” order book through domestic and international projects esp. in GCC countries estimated as $ 1.25 trn.
Targeting on “High Value” infrastructure projects like power, airports etc.
Moving into “New Business Verticals” like Railways and Shipbuilding.
Effective “Cost Management” techniques ( ex. using 3D Building Information Modeling (BIM) combined with Quantity Information Management (QIM)) to provide real time costing.
Efficient “Order Processing / Contract Management” using e-commerce( ex. e-bid).
Growth Rate : CAGR
Low CAGR
Target Projects with “higher margins” .
New product development through “Strategic tie-ups” .
Innovative “pricing strategy” and project concept like BOOT.
Innovation in “Technology & Design” using indigenous Design & Research Centre.
“ Branding and Competitiveness” through International Quality Certifications like ISO, 5S.

High Market Share
Moving into “New Business Verticals” like Railways and Shipbuilding.
Combining package like EPC “ lump sum turnkey projects”.
Adopting innovative “Pricing Strategy” like BOOT.
Brand building through “Sponsorships” and “Advertising” of past projects .
Expanding working capital at construction site for “Speedy construction & Quality” (eg. Provide batching plant at construction site).
Share Of Sales : % Category Volume
Low Market Share
Targeting “ low turnkey” projects. (eg. Real Estate).
Reduction in “Project completion Time” by implementing advance technology like micro-planning and project management tools.
Position through “joint-ventures” in large projects.
Focus on national presence within the country.
Obtain International Quality Certifications like ISO, 5S to get strong “Branding” .

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Marketing Mix for Construction Industry

by Chandra Verma on Jul 28, 2009

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Marketing Mix for Construction Industry — Presentation Transcript