construction & building materials
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ADVERTISINGENGAGEMENT MARKETING
& A G E N C Y
Construction Building Materials
Construction Building Materials
Scape To Beauty
&
VBrand Development, Campaign, Consumer Activation and
Digital Engagement
irtual eyes is a creative agency with a equal leverage to Advertising and Engagement
Marketing , in short we make sure your brand is seen, heard and felt and create a buzz in
the market.
We’re a boutique but we’re perfectly in shape and put together a good fight both offline and
online i.e. advertising, film, design, events, digital, experiential, and every other skill in our
armory, to help our clients ,connecting consumers with their brand proposition and busi-
ness beliefs.
HardscapePRECASTScape To Beauty
-
Scape To Beauty
NEW BRAND LAUNCH NEW BRAND IDENTITY CAMPAIGN
COLLATERAL DESIGNINGA well established group into building materials forayed into manufacturing of
pavers and blocks. A fully mechanized and functional unit was established in the state of Rajasthan to manufacture multiple types of Blocks and Pavers used in
Building construction and Landscaping.
-
Key Issues
Statergy
Brand had to be built from scratch
Complete new identity had to be designed for the new brand
Huge collateral designing work had to be executed, which would represent each product under the brand
A new brand was conceptualized and created by the name of ‘Pavcon’
Complete new identity for the brand was created as logo, color, tag line etc.
Huge amount of collateral designing was undertaken, about 12 different brochures, leaflets were designed for products under the brand. All the designing work had to be completed as per the fixed time line.
Entire content had to be collated and arranged for the brochures.
Launch of the brand was supported with print campaign into newspaper and B2B magazines
POSITIVE RESULTS
New brand was SUCCESSFULLY LAUNCHED in the market
Entire collateral DESIGNING WAS COMPLETED in a time bound manner
PRINT CAMPAIGN
POP/POS
In-shop displays
DIGITAL Campaign
From the TOUGHEST APPLICATION of infrastructural applications like Roads and
Highways, Ports, Container Yards, Warehouses, Industrial application etc. on one hand, to
the VALUE ADDED PAVING surfaces for internal roads of real estate developments to
all sorts of HARDSCAPED SURFACES on the other, pavers offer excellent options in terms
of strength, shapes, sizes colours etc.
PAVERSOVERVIEW
www.pavcon.com
CONCRETE BLOCKS
SOLID & HOLLOWSOLID & HOLLOW
Pavers | Blocks | Precast | Fly ash Bricks
PVCPIPES
ESCALATINGCOMMITMENT
Incepted under the visionary leadership
of Late Shri Pawan Kumar Jain.
Combined Group Turnover of
Rs. 1000 crore.
Company’s has Forayed into PAVERS,
BLOCKS, PRECAST and FLY ASH
BRICKS.
100 % YOY growth and adopting both
organic & Inorganic model to grow.
A leading conglomerate with exposure in
Steel Long products, PVC Pipes and
Steel Pipes.
PREMIER GROUP
1995
1999
2004
2004
2008
2009
The very first unit of Premier Group was
“Premier Alloys Ltd.” which is located at
Malwan U.P.S.I.D.C. industrial area of District
Fatehpur (U.P.).on NH -2.
The second unit of the group was
“Premier Ispat ltd.” started its production
which is located at Jainpur , Kanpur Dehat,
U.P.
The third unit of group “Premier Bars Pvt.
Ltd.” was set up at Bagru RIICO Industrial Area
of Jaipur, Rajasthan on Jaipur-Ajmer Highway
no.-8.
The same year saw the establishment
of of “Premier Metcast Ltd” , a backward inte-
gration into MS ingot at Jainpur, Kanpur
Dehat infront of Premier Ispat. Similarly back-
ward integration was done in Jaipur in Rajast-
han a furnance was set up in same unit of
“Premier Bars Pvt. Ltd”.
Premier PVC Pipes was operational.
Premier STEEL PIPES was bought over
for Manufacturing GI & MS pipes.
Foray Into Manufacturing of Concrete
Hardscaping products pavers, pre-cast,
blocks and fly ash bricks under the brand
name PAVECON.
2013
2 DECADESOF A BRILLIANT ACHIEVEMENT
PREMIER GROUP
www.pavcon.com
CONCRETE BLOCKS
SOLID & HOLLOW
SOLID & HOLLOW
Pavers | B
locks | P
recast | F
ly ash Bricks
www.pavcon.com
www.pavcon.in
E-BROCHURE
From the TOUGHEST APPLICATION of infrastructural applications like Roads and
Highways, Ports, Container Yards, Warehouses, Industrial application etc. on one hand, to
the VALUE ADDED PAVING surfaces for internal roads of real estate developments to
all sorts of HARDSCAPED SURFACES on the other, pavers offer excellent options in terms
of strength, shapes, sizes colours etc.
FLY ASH BRICKS vs RED BRICKS
www.pavcon.in
PARTICULARS CONVENTIONAL RED BRICKS FLYASH BRICKS
STRENGTH 40-65 kg/cm2 70-120 kg/cm2
SHAPE & SIZE NON UNIFORM & IRREGULAR UNIFORM & REGULAR
WATER ABSORPTION 30-35 % 6-12 %
BREAKAGE / WAST AGE 8-10% 3-4 %
MORTAR CONSUMPTION HIGH Low
DENSITY 1500-1700 Kg/m3 1800 Kg/m3
NOS. OF BRICKS FOR100 SQ.FT. WALL OF 9” THICK 1100 NOS 925 NOS.
MORTAR JOINT THICKNESS 15 – 18 MM 8 – 10 MM
PLASTER THICKNESS 15 – 20 MM 10 – 12 MM
*Standard rate chart for Fly ash bricks is applicable as per PWD Rajasthan.
TECHNICALCOMPARISON
www.pavcon.com
ATTRIBUTES
• High strength with practically no breakage during transport and use.
• Lighter in weight and yet with higher compressive strength as compared to red bricks.
• Less porus and hence reduce water seepage.
• High compressive strength.
• Reduce environment pollution.
Pavcon Fly Ash Bricks are
manufactured using thermal power
and gypsum.
Fly ash is having ceramic properties
and pozzalanic properties. These
properties help to get superior quality
bricks. These properties help during
building construction.
HIGH QUALITYATTRIBUTES
Sizes Details[4"] :- 230 x 110 x 75 mm
4” FLYASH BRICKS
Average Gross Density =1800 Kg/m3
STRENGTH 7.5N/mm2
Length230
Width75
Height110
FLY ASH BRICKS vs RED BRICKS
www.pavcon.in
PARTICULARS CONVENTIONAL RED BRICKS FLYASH BRICKS
STRENGTH 40-65 kg/cm2 70-120 kg/cm2
SHAPE & SIZE NON UNIFORM & IRREGULAR UNIFORM & REGULAR
WATER ABSORPTION 30-35 % 6-12 %
BREAKAGE / WAST AGE 8-10% 3-4 %
MORTAR CONSUMPTION HIGH Low
DENSITY 1500-1700 Kg/m3 1800 Kg/m3
NOS. OF BRICKS FOR100 SQ.FT. WALL OF 9” THICK 1100 NOS 925 NOS.
MORTAR JOINT THICKNESS 15 – 18 MM 8 – 10 MM
PLASTER THICKNESS 15 – 20 MM 10 – 12 MM
*Standard rate chart for Fly ash bricks is applicable as per PWD Rajasthan.
TECHNICALCOMPARISON
Pavers | Blocks | Precast | Fly ash Bricks
www.pavcon.in
HOLLOW BLOCKS
CONCRETEBLOCKS
www.pavcon.in
Pavcon Hollow blocks are manufactured from Class 2 aggregates and consist of up to 30% recycled raw material.
Ideal for strong, reinforced walls for quickconstruction and Economical Application.
Cement concrete hollow blocks are modern
construction materials and as such are used in
all the constructions viz. residential, commercial
and industrial building constructions.
The demand for this product is always high in
all cities and other urban centers due to
construction of residential apartments,
commercial buildings and industrial buildings.
3.5
4.5
5.5
7.0
A(3.5)
A(4.5)
A(5.5)
A(7.0)
A(2.0) 2.0
Not less
than1500
Less than
Hollow (open and closed cavity) load
bearing unit
www.pavcon.in
BIS CERTIFICATION
IS 2185: 2005
AS PER BIS CERTIFICATION (IS 2185:2005) ( Clauses 4.1, 4.2 and 8.4 )
Type Grade Density Of Block
Minimum AverageCompressive Strength
Of Units
kg/m3 N/mm2
PHYSICAL REQUIREMENTSPVCPIPES
www.pavcon.in
INDIA demand for precast concrete products is forecast to rise 6.1 percent annually to $11.3 billion in 2015.
The residential precast concrete products market is projected to see 9.3 percent annual growth through 2015.
Residential market to be fastest growing
INDUSTRIAL SCENARIO OF PRECAST
INDIA demand to rise 6.1% annually through 2015
Growth will be driven by rebounding construction spending, especially in the office, commercial and institutional markets, where precast concrete products are ease of installation, consistent product quality and long life span.
Non-residential market to remain largest segment
www.pavcon.in
www.pavcon.in
www.pavcon.in
KERBSTONE
PRECAST
APPLICATIONS
Heavily trafficked areas
Extra strength to the edges of the carriageway
Footpath Protect Lamp post
Usage for Kerbstone :
600 X 300 X 150
Transverse Strength - 15-25 N/mm Weight - 65kg/Block
KERBS STONE
KERBSTONE (Standard & Close textured Finish)
Transverse Strength 15-25 N/mm2
Length600
Width150
Height300
Per Kerb Weight (kg)* 58.0
BUNDLING DETAILS :
Size in mm Weight of Kerb Kerbs / Bundle Kerbs / TruckBundles / Truck
600 X 300 X 150 58 Kg 24 10 240
Special Features & Product Descriptation
P
SUMMER FRIENDLY
Do not get soft or deform
EFFECTIVE USESPublic Roads Warehouses Parkings Foot-paths Building Compounds Garage Basements Swimming pools Side-Ways
PAVERS
www.pavcon.in
www.pavcon.in
www.pavcon.in
Contemporary style.
Multiple combinations with color blends.
Transform your outdoor walkways.
PAVERS
Colour Options
RECTANGLUARSQUARE100 X 200 X 60/100100/200X100/200 X 60
STRENGTH 30-50 N/mm2
Length (mm)100200200200
Width (mm)100200100100
Height (mm)606060100
Spacer 1.5 mm
Cost-competitivePedestrian friendlyAssist in Rainwater harvestingEasy to clean and maintainContribute to ground water recharge
SPECIAL FEATURES
ADVANTAGES OF HOLLAND PAVERS
Contemporary style.Transform your outdoor walkways.Multiple combinations with color blends. Contemporary color blends or shot-blasted effect.
HOLLAND PAVERS (RECTANGULAR & SQUARE)
www.pavcon.in
SOLID BlOCK
CONCRETEBLOCKS
• The construction industry has contributed an
estimated 670,778 crore to the national GDP in
2011-12 (a share of around 8%).
Majority of such projects are still being
constructed using the conventional methods.
Thus the inherent advantage that these projects
turnover remain unexploited.
• Infrastructure to the tune of about 14,50,000
crore or US$320 billion during the 11th Five Year
Plan period.
The large projects comprising of Townships,Mass
Housings, IT/ITES parks and SEZs’ are of common
occurrence these days and will only grow
exponentially in the near future.
www.pavcon.in
AS PER BIS CERTIFICATION (IS 2185:2005) ( Clauses 4.1, 4.2 and 8.4 )
Type Grade Density Of Block
Minimum AverageCompressive Strength
Of Units
Minimum Strength Of Individual Units
4.0
3.2
A(5.0)
A(4.0)
5.0
4.0
kg/m3 N/mm2 N/mm2
Not less
than 1800
Soild load bearing unit
BIS CERTIFICATION IS 2185: 2005
MARKET OVERVIEW &
PHYSICAL REQUIREMENTS
PAVCON SOLID BLOCKS ADHERES TO BIS 2185 : 2005
APPLICATIONS
Inner & outer leaf of external cavity walls over 3 storeys.
Internal partition walls.
Foundations.
Circular Fire Pit.
Acoustic separating party walls and Robust Details.
Garden Wall.
Garden Planters.
Retaining Wall.
Steps.
Pavers | Blocks | Precast | Fly ash Bricks
OOH
Brand Strategy & Development,Brand Repositioning Communications, ATL CampaignAn established player in plastic water storage tanks & PVC pipes with six manufactur-ing units acrossIndia was crippled with the problem of low recall value of brand Virtual Eyes wasroped in to repositioning the brand and to increase the recall value of brand so it can take head on competition with the leaders of the plastic tank market.
Key Issues
Repositioning the brand to target a wide consumers base and to increases the recall value
A communication based on emotional connect had to be adopted instead of a product centric approach.
Selection of most appropriate ATL media to effectively deliver the brand message to the right TG.
The campaign should target consumers across segments
Statergy
A year long campaign was conceived and executed around thenew brand communi-cationline “Meri Zindagi Ki Waterline”.
The campaign was executed primarily through Outdoor (OOH) and well support-ed by Print & Radio in 5 states of North India.
Creatives ideated and executed were unique and sharp in their deliverance of the core message, never seen before in the product category
Complete PoS collaterals were redesigned as per the new communication line.
A total budget outlay of INR 3Cr. was handled.
POSITIVE RESULTS
Was able to cut across other REGIONAL AND LOCAL BRANDS AND SUCCESSFULLY repositioned the brand.
Recall of the BRAND INCREASED
Brand entered in to new markets with in one year of the campaign and INCREASE ITS MARKET SHARE TO ABOUT ADDITIONAL 25%
Revenues from existing markets rose to 40%.
Print Campaign
OOH
www.pavcon.com
Pavers | Blocks | Precast | Fly ash Bricks
APL APOLLO Brand Visual
www.pavcon.in
1.2A(1.5) 1.5
Less than
1500 but
not less
than 1000
Hollow (open and closed cavity) load
bearing unit
PAVCON HOLLOW BLOCKS ADHERES TO BIS 2185 : 2005
Print Media
Brochure Design
www.pavcon.in
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Premier Group had opened a new manufacturing unit to manufacture12 thousand MT of PVC Pipe Annually
It was a new market for the company with no market share at all.
There were 4-5 National Level and Regional players including Astral, supreme, Prince and other regional players
who had majority of market share.
Key Issues
To generate substantial sales with in 2 yrs so that company starts breaking even and utilizes its 75% of its installed capacity
To establish a completely new brand in a new area and defne its brand positioning
Identification and formation of distributor and dealer network in Uttar Pradesh
To make sure that company sells its product through organized retail market.
Statergy
Marketing and sales exercise was integrat-ed and entire campaign was strategized which was to be executed in time bound duration
Name of the IMC campaign - "Paani Jeewan Ki Dhara"Market Segment - B2B, B2CTime Frame - 12 FramesGeographical Area - Entire Uttar PradeshPlan of Action - An integrated plan under the concept of IMC (Integrated Marketing Campaign) of ATL and BTL marketing was strategized and implemented after understanding the market conditions and a brief competitor analysis in Uttar Pradesh
Target Groupa). Trade Community - Distributors, Dealers
and Retailersb). Key influence group - Architects,
Plumbersc). Retail End consumer - Urban and rural
Male of tier 2 and tier 3 towns of age group 40+ across U.P
POSITIVE RESULTS
Face to face meeting with total 168 Dealers
Appointment of total 22 Authorized Dealers
With in 2 yrs company wasUTILIZING 80% OF ITS INSTALLED CAPACITY
Touched total 375 ratailers across uttar pradesh.
Total of 51 Districts were covered under marketing programCOVERED UNDER MARKETING PROGRAM
Print Campaign
Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon,
Gurgaon, Gurgaon, Gurgaon,
OOH
Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon,
Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon,
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