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ADVERTISING ENGAGEMENT MARKETING & A G E N C Y Construction Building Materials Construction Building Materials Scape To Beauty &

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Page 1: Construction & building materials

ADVERTISINGENGAGEMENT MARKETING

& A G E N C Y

Construction Building Materials

Construction Building Materials

Scape To Beauty

&

Page 2: Construction & building materials

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.

Page 3: Construction & building materials

HardscapePRECASTScape To Beauty

Page 4: Construction & building materials

-

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.

Page 5: Construction & building materials

-

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

Page 6: Construction & building materials

POSITIVE RESULTS

New brand was SUCCESSFULLY LAUNCHED in the market

Entire collateral DESIGNING WAS COMPLETED in a time bound manner

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PRINT CAMPAIGN

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POP/POS

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In-shop displays

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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

Page 23: Construction & building materials

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

Page 24: Construction & building materials

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.

Page 25: Construction & building materials

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

Page 26: Construction & building materials

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

Page 27: Construction & building materials

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

Page 28: Construction & building materials

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)

Page 29: Construction & building materials

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

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OOH

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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.

Page 33: Construction & building materials

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.

Page 34: Construction & building materials

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%.

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Print Campaign

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OOH

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www.pavcon.com

Pavers | Blocks | Precast | Fly ash Bricks

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APL APOLLO Brand Visual

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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

Page 45: Construction & building materials

Brochure Design

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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.

Page 49: Construction & building materials

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

Page 50: Construction & building materials

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

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Print Campaign

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Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon,

Page 57: Construction & building materials

Gurgaon, Gurgaon, Gurgaon,

OOH

Page 58: Construction & building materials

Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon,

Page 59: Construction & building materials

Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon, Gurgaon,

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ADVERTISINGENGAGEMENT MARKETING

& A G E N C Y

For Business & Career queries | 28/A ,N-3 Dlf phase-II | Gurgaon,

T : 91 124 4045822 | F : +91 124 4011521

E : [email protected] | Web : thevirtualeyes.com