This marketing plan summary outlines the company's goals to increase market share and sales revenue over the next fiscal year. Key points include:
- The company aims to increase its market share from 17% to 19% and capture 25% of the growing North and East regions. It also wants to boost sales revenue 35% through new branding, pricing, and distribution strategies.
- Marketing strategies will position the company as the "Engineers' Choice" cement and include a new TV ad campaign, sales promotions, dealer boards, and sponsoring industry events.
- The budget allocates 1.25% of last year's sales revenue to marketing activities like advertising, sales commissions, and consumer promotions. It forecasts sales of
Slide show concrete_with_blended_cementDr J.D. Bapat
The slide show describes the proceedings of presentation made by Dr J D Bapat, during the technical meet organised by Birla Shakti Cement, at Belgaum and Hubli, in Karnataka, India. The subject was "Concrete with Blended Cement", with particular emphasis on application of Portland pozzolana cement (PPC) in concrete.
In India, majority of cement produced is of blended variety, with fly ash and blast furnace slag as the mineral admixtures used for blending. Blended cements production reduces clinker production thereby leading to conservation of natural resources and energy and also substantial reduction in the CO2 generation, which is a green house gas. The production of blended cements also leads to utilization of two major industrial wastes, coming from thermal power stations and the integrated steel plants. The application of blended cement in concrete imparts better strength and durability properties to the structure. Keeping these aspects in mind, the presentation illustrates the characteristics of two varieties of blended cements, new to Indian cement industry, namely Portland Limestone Cement (PLC) and Portland High Volume fly Ash Cement (PHFC).
you would be aware about the different types of special concrete being used in india.All these types of concrete are being produced by ultratech concrete, for more details visit www.ultratechconcrete.com/concrete_types.html
Designing, Specifying & Constructing with Modern ConcreteLiving Online
Concrete is everywhere. In pavements, building structures, foundations, motorways/roads, overpasses, parking structures, brick/block walls and bases for gates, fences poles and many more. Concrete is used more than any other man-made material on the planet. It has been said that instead of naming our era "the nuclear age" it should be named "the concrete age" as almost all of our modern lifestyle and constructions depend on this material.
This course deals with concrete, it’s manufacturing, designing and maintaining. It includes the details about ingredients, its quality, quantity and effect on the final product of concrete. Concrete designing, its specifications, standards, codes are the parts of this course and the concrete mix design is discussed in detail. On field manufacturing of concrete, various procedures, precautions are also covered. The defects, investigations and the remedial measures, repairs are covered in detail. The modern concepts like ready mix concrete, precast and prestressed concrete and their applications are covered in this course. The admixtures used to get a specific quality concrete, special purpose concrete etc is also discussed in detail.
http://www.idc-online.com/content/designing-specifying-and-constructing-modern-concrete-28
Special Concrete - High End Out put Value for MaterialsARIVU SUDAR
High value generally associated with High-Performance
What is High-Performance?
High-Early Strength Concrete
High-Strength Concrete
High-Durability Concrete
Self-Consolidating Concrete
Reactive Powder Concrete
Cement is a very important material in building construction.
Although the terms cement and concrete often are used interchangeably, cement is actually an ingredient of concrete.
Slide show concrete_with_blended_cementDr J.D. Bapat
The slide show describes the proceedings of presentation made by Dr J D Bapat, during the technical meet organised by Birla Shakti Cement, at Belgaum and Hubli, in Karnataka, India. The subject was "Concrete with Blended Cement", with particular emphasis on application of Portland pozzolana cement (PPC) in concrete.
In India, majority of cement produced is of blended variety, with fly ash and blast furnace slag as the mineral admixtures used for blending. Blended cements production reduces clinker production thereby leading to conservation of natural resources and energy and also substantial reduction in the CO2 generation, which is a green house gas. The production of blended cements also leads to utilization of two major industrial wastes, coming from thermal power stations and the integrated steel plants. The application of blended cement in concrete imparts better strength and durability properties to the structure. Keeping these aspects in mind, the presentation illustrates the characteristics of two varieties of blended cements, new to Indian cement industry, namely Portland Limestone Cement (PLC) and Portland High Volume fly Ash Cement (PHFC).
you would be aware about the different types of special concrete being used in india.All these types of concrete are being produced by ultratech concrete, for more details visit www.ultratechconcrete.com/concrete_types.html
Designing, Specifying & Constructing with Modern ConcreteLiving Online
Concrete is everywhere. In pavements, building structures, foundations, motorways/roads, overpasses, parking structures, brick/block walls and bases for gates, fences poles and many more. Concrete is used more than any other man-made material on the planet. It has been said that instead of naming our era "the nuclear age" it should be named "the concrete age" as almost all of our modern lifestyle and constructions depend on this material.
This course deals with concrete, it’s manufacturing, designing and maintaining. It includes the details about ingredients, its quality, quantity and effect on the final product of concrete. Concrete designing, its specifications, standards, codes are the parts of this course and the concrete mix design is discussed in detail. On field manufacturing of concrete, various procedures, precautions are also covered. The defects, investigations and the remedial measures, repairs are covered in detail. The modern concepts like ready mix concrete, precast and prestressed concrete and their applications are covered in this course. The admixtures used to get a specific quality concrete, special purpose concrete etc is also discussed in detail.
http://www.idc-online.com/content/designing-specifying-and-constructing-modern-concrete-28
Special Concrete - High End Out put Value for MaterialsARIVU SUDAR
High value generally associated with High-Performance
What is High-Performance?
High-Early Strength Concrete
High-Strength Concrete
High-Durability Concrete
Self-Consolidating Concrete
Reactive Powder Concrete
Cement is a very important material in building construction.
Although the terms cement and concrete often are used interchangeably, cement is actually an ingredient of concrete.
Discription on Ready Mix Concrete, Vacuum Concrete,Shortcrete,Ferrocement,Light Weight Concrete,Air Entrained Concrete, Fiber Reinforced Concrete,Polymer Concrete.
Unit 5, according to Rajiv Gandhi Technological University syllabus.
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Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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3. The Company
• 17 Years Experience
• 32000 MT storage capacity – Brands
– OPC (SLS 107) & PPC (SLS1247)
• 17% Market Share (Total Market
Volume 5.5M – MT) & PLC –
Growth Stage
• USP – Stronger with Time “28 days
Strength”
• Market – Trade and Non Trade
• Customers - End users / House
Builders / Contractors / Mega
projects / Ready – Mix Concrete Plant
Total Sales, Revenue and Growth
Year 2011 2012 2013 2014 2015
Revenue (Mn) 6293 7086 9790 9642 10315
Rev Growth 10.27% 12.60% 38.15% -1.51% 6.98%
Year 2011 2012 2013 2014 2015
Revenue (Mn) 6293 7086 9790 9642 10315
Rev Growth 10.27% 12.60% 38.15% -1.51% 6.98%
4. Direct and Indirect Competitors
Political Environment Stability and Economic
growth impact for cement market
34% Market share
USP – Building Beyond
Tomorrow
Economic Brand –
Samudra cement
14 Billion Assets & 1
Billion profit
29% Market share
USP- Strength
Performance Passion
13.3 Billion Assets &
Revenue 20150 Million
Economic Brand –
Ambuja Cement
Indirect Competition – 32 other brands
Tokyo & Holcim spent more money on TVC
5. SWOT
- 5th Largest Cement
Manufacture
- One source Operation
- 32000 MT Storage Capacity
- Supply Bag and Bulk Foam
- Short Shipping Transit
- Financially well established
Strength
Opportunity
- New Mega Projects – E.g. -:
Water Front / Port City
- New market – North & East
- Customer Duty 0 and SAPTA
Agreement
Weaknesses
- FOB is high – Cost
- Lack of R&D Process
- Unavailability of second
brand
Threat
- Price War in the market
- Holcim and Lafarge
Merges
- Price control by CAA
6. Marketing Objectives
(A) Market Share.
• Increase market share by 2% in FY 2016 / 2017
• Capture 25% market share in North and East Region
• Increase total market, 17% to 19 %
• Increase sales revenue by 35%
(B) Awareness.
• Develop brand awareness by 100% for OPC brand, build the brand
image and enhance purchase action & increase sales.
• Increase awareness by 60% for Ultratech PPC brand.
(C) Sales Objectives.
• Expecting 794 Million net profits - FY 2016 / 2017 with 8% growth
• Marketing Budget - allocation of 1.25% from last year sales revenue
• Import and distribution of UTC second brand (200,000 Bags per
month)
7. Positioning as “The Engineers Choice” Mind share of Mason Bass and the Engineers
Segment – 5 Region base on Geographically
• Colombo South
• Colombo North
• Southern
• Central
• North Central
Two New Region
• Northern
• East
Marketing Strategies
STP
Targeting – House Builders / Small Contractors / Mega Projects / RMC Plant
8.
9. Key Features in Positioning
UTC positioned as “The Engineers choice”
• The Engineers choice, influence by Engineers.
• 28 days strength than the competitors
• Providing guarantee for results.
• Consistency of quality and once source product.
• Stronger with Times.
• Enhance durability.
10. Marketing Mix Strategies – 7 P’S
Product - Increase 02 days and 07 days strength
- Introducing of Economic Brand (Sigiri Cement)
- Increase thickness of package – 3 ply
Price - Cash / Credit purchases Rs.5/- price differences
- 45 Days credit facilities for Project customers
- Match PPC price with Indirect competition
- Economy Brand price to be matched with Indirect suppliers
- Ex – Factory prices match for distributors – Region -wise
Place - Add new 25 retailers to mega distributors
- New Distributors for North and East Region
- 4000 retailers attached to distribution network and distributors
- Distributors are responsible for availability of products
- 10 More bulk carrier to be added for Bulk transportation
- 2 More bag transporters to be added to project bag supply
11. Promotion
(A) Advertising
- New TVC to be created / Emotional appeal
- First 03 month TVC
- 12 month Radio commercial
(B) Sales Promotion
- Rs.10/- Target intensive for distributors.
- 01 free bag for each 100 bag - distributors.
- Rs.5/- discount for consumer (end users) with submission of UTC
logo from cement bag
- 21 Engineers Meet (3 each in 7 Region) - Technical team.
- 42 Meson Meet (6 each in 7 Region) - Sales team and Technical team.
- 250 new dealer board - selected retailers.
Marketing Mix Strategies – 7 P’S
12. Marketing Mix Strategies – 7 P’S
(C) Public Relation
- Sponsoring of government organization events
- Clearing Agent and Bankers Annual day outing
(D) Personal Selling
- Recruit new sales staff for Northern and East Region
(E) Direct Marketing
- Distribution of product specification and company profile
- Brochures and direct mail
Process - ISO and OHSAS safety procedures / Standard weigh bridge system
People - Attitudes, Commitment, Courtesy, Professionalism, Integrity,
skill and competence, recruit new staff & training
Physical Evidence - Wall paint, distribute of Umbrella, T-shirts and caps with UTC logo
13. Action Plan Month from 1st April 2016 to 31st March 2017
Task Responsibility 4 5 6 7 8 9 10 11 12 1 2 3
Approval taking from CEO GM - Marketing
Setting KPI GM – Marketing / AGM &
RSM
Establish 250 Dealer boards / Broaches
Bill Board
AGM – Sales / RSM
Agreement with media GM - Marketing
Imports & Distribution of second brand GM – Marketing / HOD –
Plant / Distribution
Plant Modification HOD Plant Operation
Transport rates Negotiation /
New Transporters and Rebate Scheme
GM - Finance / Marketing
42 Meson meets ASM / SE
21 Engineers meets AGM – Technical and
Executives
Sales review meeting GM / AGM / RSM / ASM
Evaluation and review MP CEO / GM / AGM
Marketing & Finance
17. Note Description
1 Selling price @ Rs.14,000/- per MT (budgeted 1,000,000 MT) and cost of
sale is 90% of total revenue.
2 Allocation of 1.25% of Total revenue of Finance Year 2015 / 2016. As per
group policy allocated 50 million for TV & Radio advertising.
3 Promotional discount - Rs10/- per bag with target achievements and cash
discount.
Sales & Distribution – Included rebate for transportations.
Sales commission – For Sales Managers and Executives.
4 Engineers Meet – 21 (Rs.250,00/- per meet)
Mason Meet – 42 (Rs.150,000/- per meet)
Consumer promotion – Rs.5/- each logo submission.
5 Allocated 8% from gross profit for Administrations expenses.
6 Allocated 4% from gross profit for Finance expenses.
Financial Notes
18. - Monthly
- Quarterly
- Semi annually
- Annually
Marketing plan
Objectives/Strategy/Action plan
Set Performance indicators
Collect performance details
Compare performance
Deviations
Yes
No
Correction
Actions
Continuing
Monitoring and Evaluations
Monthly Sales Report / Territory & Region –
wise comparison, Sales Meeting