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Central India Cement CompanyA case study on Rural Marketing Plan

By:Renish AdesraHetal Pandya

Hani PatelPradeep Thomas

Pooja Tanawala


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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


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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 tonesper year and plans to increase to 4 million tones


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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 governmentregulations

Industry was run by 90 key players

Market leader (ACC) had a 15% share in market, whileCICC had 3.4%


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Situation analysis

Customers:

its customers includes farmers and governmentwork contractors in rural market of UP and Bihar.

Competitors:

ACC being a major competitors. About 90 playersacross India.


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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 itfree from excessive controls. gradually growing withincreased need for infrastructure and housing.


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Situation Analysis

Marketing strategy purpose

Customer focus in rural areas and to pave way for CICCbrand 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 brandcatering to the specific needs of rural people


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Marketing mix

Product:

packaging in Hindi language.

available in small quantity like 5 kg, 10 kg etc.

facility of return the cement bag, if foundinappropriate

Price:

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


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Place: CICC need to ensure availability of its cement at

stores in rural villages.

ensure good transportation channel and presencein major village areas.

Marketing mix


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Promotion

Communication system:

marketing personnel will held meeting withVillage Mukhiya and Masons.

mobile helpline vehicles with sales person toprovide information and proper advice onCement.


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Primary & Secondary Media for

Promotion

Primary Media Secondary Media

Radio News paper

Doordarshan Wall painting

Fairs health camp org.

Movie show

Haat


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Promotion Plan for Dealers

Increasing Brand Visibility

Increasing retail presence inside smaller villages apart fromvisual merchandising, together with rural and highway wallpainting exercises that could make the brand visible inmarkets 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


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Promotion & Training Plan for Sales

Force

Below the Line Marketing

Below-the-line activity in marketing generally refers tomarketing practices making use of forms of promotion thatdo not involve the use of mass media

Use of Vernacular Language

Educating the sales force to use vernacular languages ineducating and informing the dealers


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Suitable themes for Ad

Villagers are information starved and entertainmenthungry

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


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Review and control

Quarterly Revenue and sales data analysis

Customer feedback for their views of CICC cement


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Acknowledgement

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