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Category : Best Integrated I nitiative using ATL/BTL Client: JK Lakshmi Cement Agency : MART

Developing Rural Markets JK Lakshmi Cement. Category : Best Integrated I nitiative using ATL/BTL Client: JK Lakshmi Cement Agency : MART. Cement Business. Indian Cement Industry- Positioned at second rank (after China) More than 40 cement companies- 140 large cement plants

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Category : Best Integrated I nitiative using ATL/BTL Client: JK Lakshmi Cement Agency : MART

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  1. Developing Rural MarketsJK Lakshmi Cement Category: Best Integrated Initiative using ATL/BTL Client: JK Lakshmi Cement Agency: MART

  2. Cement Business Indian Cement Industry- • Positioned at second rank (after China) • More than 40 cement companies- 140 large cement plants Cement Purchase: Rural • Though perceived as a commodity, in rural areas retail customer gives personalized attention during cement purchase. • Perceived quality differentiation is low therefore packaging, branding, servicing and reach become very important. • Retail Demand is in small spurts as per cash inflows. Any delay in dispatch leads to conversion to a competitive brand. • Key Opinion Leaders (KOL) like masons plays an important role in brand selection. Data Source: www.cmaindia.org & The Economic Times

  3. Objective • To develop Rural Markets in terms of • Improved Brand Visibility & • Deeper Penetration of JK Lakshmi Cement • in Villages > 5K population

  4. Markets Covered • Target geography • Rajasthan (8 Districts) • Gujarat (2 districts) • Haryana (8 districts) • Target Audience • New construction site owners • Masons/ Contractors • Distribution channel partners

  5. Methodology

  6. Integrated Micro Marketing Approach • Consumer Activation Mason (KOL) Engagement Scale of Operations Geography- 3 states & 18 Districts Villages & Towns Covered- 800 Touch base with TG Customers- 40,000 Masons- 7,300 Dealers- 2,745 New Construction site visits- 2,104 New Construction Site visit Brand Recall (Static branding) Dealer Activation

  7. Evidence of Result • In Haryana and Gujarat the Pre and Post Campaign 6 Monthly Average shows a healthy growth of 100% and 60% respectively. • In Rajasthan we recorded a Year on Year growth of 38% in areas where Rural Marketing campaign took place while the neighboring areas registered a YOY increase on 18%, thus we could attribute the 20% growth is derived from the campaign.

  8. Glimpses of the Campaign

  9. THANK YOU…

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