Marketing Induction HR Final

7/29/2019 Marketing Induction HR Final

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DALMIA CEMENT (BHARAT) LIMITED


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Marketing Induction


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Index

Cement Industry Dalmia Foot Print

South India Industry Construct

MarketingPrice

Product

PlacePromotion


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CEMENT INDUSTRY


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World Cement ProductionRanking

China 1

India 2

USA 3

China, India and USA, held their ranks in the last 6 years


6/80

Indian Cement Scenario

Cement performance is far superior thaneight core industries

The trend continues in the current year for South

-0.2

13.2

4.5

5.6

6.6

1.2

7 6.7

8.1

4.4

-2

0

2

4

6

8

10

12

14

Coal Steel Cement Electricity Over All

2010-11 2011-12


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India -2nd largest producer in the world

Per capita consumption of cement is 136 kg against the global

average of 356 kg

Therefore India has tremendous growth opportunitygiven its low per

capita consumption

Housing sector is the major consumer of cement, accounting for

more than 50% of the total cement demand

Indias population - 1.25 bn by 2013

75 lakh housing units - demand by 2013* Govt.s thrust on infrastructure 56,000 Crs

Indian Cement IndustryHigh Growth Potential


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Break-up of Demand forCement


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DALMIA CEMENT


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Growing &Diversified organization

Cement

Business

Sugar

Refractory

Power and

energy

Key achievements

Development of specialty cement for airstrips, oilwell and railway sleepers

Retained customer trust for 7 decades

Scale-up capacities and be amongst top 5 players

Revenue - 2200 crore

Widening horizon across thecountry

Future plans

Ranked among the top 10 players within a short

span of operations in terms of income

22,500 TCD Sugar plants with

Higher recovery rate

Increasing realization

Power through thermal and renewable energy Aim to increase our power

generation from non-conventional

methods and supply to grid

Number 1 in high Alumina bricks in Cementindustry

Overall 50% market share in all India in Cement

industry

Capacity expansion from 77,000 to105,000

To be a complete refractory

solution provider

US$ 1 billion club: 124 companies in India

Diversified business drives to growth opportunities & reduces risk


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Meghalaya

OCL Cement 5 MT

Cuddapah 2.5 MTDPM 4.0 MT

Ariyalur 2.5 MT

DCBL 9.0 MT

Gulbarga & Belgaum -

Dalmia Cement Business Foot Prints :All India

Existing

Future Plants

CorpOffice

Calcom Cement 1.7MT

Group cement production capacity : 15.7MT with 6 Plants

Current ranking 10th position; with expansion 6th Position


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Sugar 3 units, UP Meghalaya

OCL Cement 5 MT

Cuddapah 2.5 MTDPM 4.0 MT

Ariyalur 2.5 MT

DCBL 9.0 MTWind Farm: 16.5MW

Gulbarga & Belgaum -

Dalmia Foot Prints : South & East Zones

Existing

Future Plants

CorpOffice

Calcom Cement 1.7MTRefractory

Soon All India..


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INDUSTRY CONSTRUCT


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Market PotentialSouth India

StateFY 09

LMT

FY09-10

LMT

Fy10-11

LMT

Fy11-12

LMT

Mktgrowth

08-09 in

%

Mktgrowth

09-10 in

%

Mktgrowth

10-11 in

%

Mktgrowth 11-

12 in %TN 164 182 191 200 9% 10% 6% 4%Kerala 79 83 87 89 11% 4% 6% 3%Karnataka 117 121 137 140 -1% 9% 8% 2%AP 180 177 151 142 22% -2% -14% -6%South

India540 563 566 577 11% 5% 0.02% 2%

* LMT = lakh metric tons

South India Market growth has

dropped from 11% to 1% in last 3

years


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State/ Region

FY 11-12DCBL Growth Mkt. Growth

TN 18% 4%

Kerala 0% 3%

Karnataka 26% 6%

AP 38% -6%

Southern Region 16% 2%

Dalmia Vs Market

Dalmia hasgrown times the

market

18%

0%

26%

38%

16%

4%3%

6%

-6%

2%

-10%-5%0%5%

10%15%

20%25%30%35%40%45%

TN Kerala Karnataka AP Southern

Region

Dalmia Vs Market Growth FY 11-12

DCBL Growth Mkt. Growth


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Market Share - Competition

AP FY 11

ICL

18%

MCL

17%

CCC16%

UT10%

DCB

14%

Others25%

TN FY 12ICL

15%

MCL

20%

CCC

15%UT

6%

DCB

13%

Others

31%

KL FY 12

ICL

8%

MCL

4%CCC

3%

UT

25%

DCB

5%

Others

55%

KTK FY 12 ICL9%

MCL

7%CCC

0%

UT8%

DCB

5%Others

71%

AP FY 12


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MARKETING


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Marketing

Price1. Price Trend

Product1. Product Mix

2. Special Cement

Place1. Channel Partners

2. Distributorship

Promotion1. Channel partners

2. Influencer3. End Consumer


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Price1. Price Trend Product

1. Product Mix

2. Special Cement

Place - Distribution1. Channel Partners

2. Distributorship

PromotionTarget1. Channel partners

2. Influencer

3. End Consumer


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Price Trend Monthly

0

50

100

150

200

250

300350

Apr

May JunJu

l

Aug SepOct N

ov Dec JanFebMar

Chennai

FY10-11

FY11-12

FY12-13

0

50

100

150

200

250

300

350

400

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Ernakulam

FY10-11

FY11-12

FY12-13

0

50

100

150200

250

300

350

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Bangalore

FY10-11

FY11-12

FY12-13

0

50

100

150

200

250

300

350

Chitoor

FY10-11

FY11-12

FY12-13


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PricePrice Trend

ProductProduct Mix

Special Cement

Place -1. Channel Partners

2. Distributorship




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Main Stream Products

OPC 53

Ordinary Portland Cement (OPC) 53

Traditional type of cement

Suitable for all applications.

higher initial strength and quicker setting time as

compared with PPC.

53 Mega Pascal of compressive strength after 27 days. Dalmia is marketing this as Superoof in TN and

as Dalmia Cement 53 Grade in others areas.


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OPC 43

This is same as OPC 43 but the strength achieved

after 27 days is 43 Mega Pascal

Dalmia is marketing OPC 43 as Dalmia

Cement 43 Grade in all Areas


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Pozzolana Portland Cement (PPC)

consists of an additive called standard fly ash up to30% in cement.

Fly ash is waste material of other industries.PPC continues to gain strength over time.

Makes the cement more durable.

Dalmia is marketing PPC as DALMIAVAJRAM in Tamil Nadu and Kerala.


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Special Cements

SRPC (Sulphate Resisting Portland Cement)

This cement is resistible to attack from sulphates,

this is well suited where the soil, environment has

such characteristics.

The use of Sulphate Resisting Portland Cement is

recommended in places where the concrete is in

contact with the soil, ground water, exposed to

seacoast, and sea water.


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Special Cements

Oil Well Cement

Dalmia Oil Well Cement - Is the first cement in

the country to receive the prestigious American

Petroleum Institute (API) certification.

Dalmia Cement is the largest supplier of Oil Well

Cement in the Country.

It is used for cementing the walls of 'on-shore' and'off-shore' oil wells of reputed companies such as

ONGC and Oil India Ltd.


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Special Cements

Railway Sleeper Cement (53 S)

Dalmia Railway Sleeper Cement - Is considered

the best cement for railway sleepers.

Dalmia Cement is the pioneer to develop this

cement in India based on special specifications and

requirements evolved by the Railways.

It has been used extensively to replace woodenrailway sleepers for hi-speed trains.


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Special Cements

Air Strip Cement

Dalmia Airstrip Cement - Is used extensively in

cementing airstrips due to its high impact load

bearing capacity.

Transported all the way from Dalmiapuram for

cementing the defense airstrips by the Indian

government in Punjab.


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Dalmia Product USPFeatures Standard Dalmia Benefit

MagnesiaContent

6% max 1% or lower Totally safe from the risk oflate expansion cracks

No formation of macro

crystals of Magnesium oxide

Low Alkali Lower than

0.60%

0.35% or lower Eradicates cracks

Loss of Ignition 53 Gr. OPC is

4% 43 Gr.OPC

is 5%.

2.5% Reduces hydration,

expansion cracks

Insoluble

Residue

Should not

exceed 5% inOPC

Hardly 2% Higher strength & durable

concrete No inadvertent additions or

adulteration

Chloride

Content

0.1% Max 0.01% Low steel corrosion in the

very early stage


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MARKETING ACTIVITIES

Price1. Price Trend


2. Special Cement

Place -1. Channel Partners




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Channel

Product Mix

TradeNon Trade Mix


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85% 80%

30%35%

0%

10%

20%

30%

40%

50%

60%

70%80%

90%

TN Kerala KTK AP

Product Mix

OPC

PPC

35%

20%

55%

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

TN Kerala KTK AP

Channel Mix

Trade

Non Trade

Product & Channel Mix


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MARKETING ACTIVITIES

Price1. Price Trend


2. Special Cement

Place1. Channel Partners

2. Distributorship




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Promotion Strategy

To follow 360* approach & customized

programs in targeting

Channel -

Sub Dealers & Retailers

Influencer

Masons. Engineers, Contractors

End Consumer Direct contact program.

Channel

InfluencerEnd

Consumer


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Insights

Insights from IMRB survey Involvement in Buying Material

Consumer makes decision on cement:90%

Complete responsibility with contractor: only :10%

Consumers

Brand bought same as recommended by Headmason/ contractor/Engineer: 97%Influencer

Cement bought in one shop only: 91%Channel

Takeout: Important to target consumer, influencer &channel (with appropriate programs )


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Marketing Programs


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InfluencerChanneldealer

NetworkEnd Consumer All the Stakeholders

Focus towardsSite

Meet & counter meet

Better customer

contact

Sub Dealer Foreign

TourMotivate and

increase spread of

network

Own House Builders

Meeteducate the

best construction

practices

Increase in

Promotional vehicles

Mason Mela

engagement program

Local Cable TV

address Local

Audience

Local Cable TV &

Radio In select Mkt

Concrete R&D lab -

Cement & Concreting

testing lab

Product Sampling

Induce Trails &

Awareness creation

Retail branding

permanent branding

Press & periodicals New Product

development

Account Management

Feedback ,Follow up& customer Loyalty

Exclusive & preferred

dealer programdealer Loyalty &

acknowledgement

Increase in customer

care Centers in Tier2& 3 cities

Technical Call Centre

- Knowledge Sharingand follow up

Dealer Conference Tech Mobile Van Dalmia Best House

(DBH)

Social Media

Marketing Activities


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ATL BTL Research

Brand

Activations

Technical

Services

Media Wall & Shop

Painting

Price Survey Trade schemes Influencer Meets

TV /Press In ShopRetail

Branding

Brand Health

Check

Dealer

Conferences

/Dealer Meet

Quality Control

Outdoor POP /POS Internal

Research

DBH Account

Management

In film

Branding

Promotional

Vehicle

Site meets

Slump Cone

Blind testing

Promotions


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OUTDOOR Advertisement

For brand communication and recall

through optimal mix of outdoormediums.


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Advertisement & Promotion -OUTDOOR

Hoarding

We are using this in selected areas as the medium is more

expensive. But the visibility is much higher and gives us a

premium positioning.

Wall Painting

This has been the traditional and cheaper form of

advertisement and is executed in all areas.


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Auto Tops

This is another effective medium most suitable in

bigger towns where there is a good density of Autos.

Bus Panels

Here we advertise on the side and the back panels of

the Bus. They reach a wider audience


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Center Medians

This is used on traffic heavy routes

Traffic Umbrella

This has high visibility


43/80

Point of Sale Advertisement

To enable brand enquiry and recall at

each of Dalmias Retailer.


44/80

Advertisement & Promotion -COUNTER

Shop Painting

Painting the shop provides advertisement at the point of purchase and increases

likelihood of conversion.

Display Boards

These are used at the retail outlets/counter outside the shop. Every Dalmia

Dealer should have one. They can also be customized in terms of size. We are

giving front lit boards for all, although some dealers are given glow sign

boards.


45/80


Posters

On various festivals and occasions we design new posters for

increasing visibility at the counter.

In Shop Branding

Dalmia has brought this concept into the cement industry where theshop is branded with vinyl sheets customized in accordance with the

shop door, window, table, walls etc dimensions.


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A Boards

These are used for advertising at the retail point outside the

shop. This acts has a helper for identifying a Dalmia Outlet

from a distance.

Wall Hanger/ Danglers/ Banner/ Certificates

These are some of the other point of purchase

advertisement used by Dalmia.


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Dalmia Merchandise

Regular Merchandise - For increasing

Dalmia Promotion at the counter and

motivating the Dealer, Dalmia is providing the

following merchandise on regular basisT - Shirts

Caps

Pens

Scribbling Pads


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Dalmia Merchandise

Dealer Kit

We are also giving a Dealer Kit once a year which

contains items for Dealers Office use. Currently

there are 10 items in the Kit (all of them arebranded)

Bag

Clock

CalculatorWriting Pad

Table Top

Pen

Cap

Godown LightTea Cups

Account Book


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EVENTS

ACTIVATIONS

Sigaram Trade Partner Conference


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Sigaram

Annual event where performing dealers are invited Top dealers are felicitated for performance with Awards and Trophies

All performing Dealers are given benefits in form of Gold coins

Payment is based on no of bags purchased during the financial year .

Gift worth Rs1000-1500 is given to all invited dealers

Events

This event is performed in first /Second Quarter of every financial year

Event is conducted for each zone for each state separately

Event is conducted in best of the hotels as Aspirational quotient

Event Management Agency

An professional event management agency is selected to deliver the

above .

Sigaram Trade Partner Conference

Sigaram Invite


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Sigaram Invite


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53/80

Incentive/ Foreign Tour


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Incentive Foreign tour is

To establish the connect with the top dealers with the sales & seniorManagement

To Engage, Support and Acknowledge the Dealer performance

Based on per person cost budgeted, the place of travel will be

finalized Places, itinerary & date of the incentive tour will be decided

by the sales team

Quotations will be obtained at least from 6 to 7 different travel

agents and will be compared in the prescribed form

Incentive/ Foreign Tour


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Dalmia Best House

Dalmia Best House


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Dalmia Best House

A promotional program with Star Vijay TV channel

Rewarding customers for life time achievement Recognizing Engineers and Architects

2010-11 2011-12

Dalmia Home Sweet Home


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D l i I tit t f C t ti


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Dalmia Institute of Construction

Objective

To supply best manpower required for

construction industry

Build a network of influencers and buyers whoconstitute of 65% of our market

One of its kind in the industry

To keep a tab on the best practices and get usefulfeedback .


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MERCHANDISE

D l i M h di


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Dalmia Merchandise

Calendar

Dalmia Calendars are the most awaited as they are

full 12 sheet calendar and are also customized with

Dealer Details upon request.

Festival Gifts

Dalmia believes in celebrating festivals with its

channel partners be it Diwali, Onam or Chrismasby sending sweets/gifts to its partners

D l i M h di


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Dalmia Merchandise

New Year Diaries

Each year Dalmia gives out a Year Planner to each

of its partners (trade/non trade)

Visiting Cards/ Tec Mobile Prototype / Others

We as per request/occasion send out above

merchandise also to our partners.


62/80

TECHNICAL SERVICES

T h i l S i


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Technical Services

Site Meets -30% Shop Meets -30%

Cement experts Meets30%

OHB (Own House Builders Meet) -10%

Product Sampling

Cover block Distribution & Site Visits

Meets/DemandGeneration70%

Build up engineer data base

Set Targets to engineer& deliver

Projects Undertaken & technical Expertise

Regular Follow upsBuild Customer Loyalty

Account Management20%

QualityControlComplaint handling -5%Price surveys/Monitoring Schemes -5%


64/80

We educate the customer on the raw material quality, and technicalparameters for construction

We make sure that the quality and strength of the cement used is

appropriate

Ensure Quality and PH balance of water used in concrete is within limits

Are you sure the concrete is strong enough? We take samples of concrete

used in your construction, and test them at your site! We showcase the

strength and performance of the concrete.

Provide Non Destructive testing of the built concrete structureBe

confident of the concrete quality!

Just dial our Help line

number 9940145000


65/80

Assists the customers to know the raw material

quality and helps them go in the right selection

Speedy solution to the quality problem of

concrete/products Practical training to the construction supervisors

Derivation of better methods and designs for

industrial/precast customers

Establishing the right choice of admixture for

varying application of concrete


66/80


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Mass Media

To promote the brand to a wider

audience through TV, Radio and

Online Media.

Advertisement & Promotion


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Advertisement & Promotion MEDIA

TVCurrently we are focusing for TV in TN and

KERALA as the dealer network is good enough toleverage the spend. We advertise on news channelsand serials. Almost all the channels are regional.

Radio

We are using this medium only in selective citiesand also not on a regular basis. Almost all thestations we advertise on are regional.


69/80

Social Media Objective


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Social Media Objective

To be in the consideration set of any user who

is searching the online space for

construction related content and engaging

& educating the user on a continuous basis.


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Social Media Dalmia

PresenceFacebook: http://www.facebook.com/DalmiaCement

LinkedIn: http://www.linkedin.com/company/dcbl

Blog: http://blog.dalmiacement.com/

YouTube : http://www.youtube.com/user/dalmiacementindia

Twitter: https://twitter.com/#!/Dalmia_Cement

Flickr: http://www.flickr.com/photos/61549052@N06/sets/
http://www.facebook.com/DalmiaCementhttp://www.linkedin.com/company/dcblhttp://blog.dalmiacement.com/http://www.youtube.com/user/dalmiacementindiahttps://twitter.com/http://www.flickr.com/photos/61549052@N06/sets/http://www.flickr.com/photos/61549052@N06/sets/https://twitter.com/http://www.youtube.com/user/dalmiacementindiahttp://blog.dalmiacement.com/http://www.linkedin.com/company/dcblhttp://www.facebook.com/DalmiaCement


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BRAND

Dalmia Corporate Logo


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Dalmia Corporate Logo

Vajram logo


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Vajram logo

100 / 100 : Logo


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100 / 100 : Logo


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Yellow Background White Background

**Yellow color bag in TN & Kerala**White color bag in AP & Karnataka

Dealer Board


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Dealer Board

Tamil

Hoarding Design


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Hoarding Design

A Board


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A Board

Front Back


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Marketing Induction HR Final

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