2. Some key facts:
Bangladesh is the 40th largest market in the world
Industry growth rate is 20-25%
Per capita consumption – 83kg
Currently there is overcapacity in the industry – 18mn MT demand
versus 29mn MT supply
Key drivers are urbanization and GOB projects
Regional in nature to minimize transportation costs
Affected by seasonality as low demand in the monsoon season
In Dhaka region, Shah Cement is the leader with 14.2% MS whereas
Scan has 5.7%. Sylhet area is dominated by Lafarge. In Chittagong,
Scan Cement is the leader with 3.6% MS. Rajshahi region has only
one player – Aman Cement
Scan Cement enjoys the 2nd highest MS of nearly 10% after Shah
Cement

3. Source: IDLC report on Cement Sector of Bangladesh, April 2011

4. Establish Scan Cement in the consideration set of the Mongla
population in the southwestern part of Bangladesh

5. Due to having the factories away from the Mongla region that
incurs a high transportation cost, Scan Cement is currently not
being able to offer a price that matches that of Bashundhara
and Elephant brand cement. Scan Cement comes at a difference
of Tk.25/bag.

6. Homeowners and real estate developers of the southwestern
belt of Bangladesh
Extremely cost-conscious
Traditional mindset
Family-oriented

7. They think that a cement brand that comes at a lower price is
the best option and there’s really no need to go for a brand that
charges a higher price.
They feel that it is unnecessary to spend extra money on a
cement brand that will give more or less the same result.
They have the notion that cement ‘fresh’ from the factories is
the best type of cement
They choose either Meghna or Elephant brand of cement in
most cases.

8. The main idea of all Scan Cement communications and activities
should be built around TRUST
Other brands are positioned on strength, quality, solid
foundation, long experience or expertise in construction

9. Raise awareness of Scan Cement and thereby occupy
a space in their consideration set
Convince the TG that ‘fresh’ cement has no impact on
the quality of any cement
Convince them that price should not be a major factor
when they are securing a safe roof over the head of
their family members and future generations

10. Campaigns
Thematic
Based on TRUST to
raise awareness,
establish product
superiority and build
credibility; technical in
nature
Tactical
MATHAR UPORE CHAAD
Based on SAFETY FOR THE
FAMILY to establish product
superiority and credibility;
emotional in nature
SHAWSTAR TEEN
AWBOSTHA
Based on the EFFECTS of
using products with lower
price and less quality to
establish product
superiority and credibility

11. With TRUST as the overarching idea, all acts by
Scan Cement, whether thematic or tactical, will
tie back to the main idea.

12. Tasks TG Activities
ATL BTL
Raise Awareness General mass - Billboards with thematic
campaign during off-peak
season
- Press ads of thematic
campaign in local dailies
with endorsements from
engineers and masons of
commercial projects of
Scan Cement
MFU – films based on trust
Skits based on trust
Convince about product
quality
Homeowners
Real estate developers
Engineers and masons
-Thematic press ads
- Billboards with both
thematic and tactical
campaigns so that the TG
connects the BTL activities
with ATL communications
- Scan Cement School of
Trust – an academy with
own panel of engineers
and masons
-Homeowners and
developers meet to be held
continuously from Oct to
May
-Short dramas during the
meets under the two
tactical ideas
- Live demo to bust ‘fresh’
cement myth. Not
everything that’s fresh is
necessarily the best (use
example of shutki)
Bust “fresh” myth Homeowners
Real estate developers
Engineers and masons

13. I have trusted
Scan Cement for
Chittagong Port Flyover.
Whom will you trust for
making a safe haven for
your family?