Central India Cement Company

A case study on Rural Marketing Plan

By:

Renish Adesra Hetal Pandya Hani Patel Pradeep Thomas Pooja Tanawala

Content outline:
CICC overview Cement Industry overview Situation analysis Marketing strategy purpose Positioning Marketing mix Media for promotion Promotion plane for dealers, sales force Monitoring and control

CICC Overview
Setup in 1983 by Central India Group of Industries Core Business Cement Manufacturing Single largest plant situated at Madhya Pradesh Manufactures Portland and Clinker variety

Production capacity currently 2.5 million tones per year and plans to increase to 4 million tones

Industry Overview
India is the 4th largest producer of cement in the world Heavily influenced by government policies Marketing was absent until 1982 because of government regulations Industry was run by 90 key players Market leader (ACC) had a 15% share in market, while CICC had 3.4%

Situation analysis
Customers:
its customers includes farmers and government work contractors in rural market of UP and Bihar.

Competitors:
ACC being a major competitors. About 90 players across India.

Continued
Company

Set up in year 1983 Prod. Capacity of 2.5 million tonnes Produces portland and clinker variety
Industry

its a core sector industry which was highly under control of Indian govt.gradually government has made it free from excessive controls. gradually growing with increased need for infrastructure and housing.

Situation Analysis
Marketing strategy purpose Customer focus in rural areas and to pave way for CICC brand of cement To remove preferences for particular brand in Bihar and Uttar Pradesh Target market Buyers of cement in Bihar and Uttar Pradesh villages

Positioning CICC will position itself as reliable cement brand catering to the specific needs of rural people

Marketing mix
Product:

packaging in Hindi language. available in small quantity like 5 kg, 10 kg etc. facility of return the cement bag, if found inappropriate
Price:

credit facility for longer time period discount on cash payment on delivery

Marketing mix
Place:

CICC need to ensure availability of its cement at stores in rural villages. ensure good transportation channel and presence in major village areas.

Promotion
Communication system:

marketing personnel will held meeting with Village Mukhiya and Masons. mobile helpline vehicles with sales person to provide information and proper advice on Cement.

Primary & Secondary Media for Promotion

Primary Media Radio Doordarshan Secondary Media News paper Wall painting

Fairs
Movie show Haat

health camp org.

Promotion Plan for Dealers

Increasing Brand Visibility
Increasing retail presence inside smaller villages apart from visual merchandising, together with rural and highway wall painting exercises that could make the brand visible in markets where mass media still has a poor reach

Educating Dealers
Training and developing the dealers in the technical aspects of cement because of the orthodox behavior of the consumers

Promotion & Training Plan for Sales Force

Below the Line Marketing
Below-the-line activity in marketing generally refers to marketing practices making use of forms of promotion that do not involve the use of mass media

Use of Vernacular Language

Educating the sales force to use vernacular languages in educating and informing the dealers

Suitable themes for Ad

Villagers are information starved and entertainment hungry
Ad which shows the technical aspects in a simpler way Use of brand ambassadors with whom the villagers can connect Very entertaining Themes
Development of rural areas

Patriotic Family values

Review and control

Quarterly Revenue and sales data analysis Customer feedback for their views of CICC cement

Acknowledgement