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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

Developing Rural MarketsJK Lakshmi Cement

Category: Best Integrated Initiative using ATL/BTL

Client: JK Lakshmi Cement

Agency: MART

cement business
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

objective
Objective
  • To develop Rural Markets in terms of
    • Improved Brand Visibility &
    • Deeper Penetration of JK Lakshmi Cement
  • in Villages > 5K population
slide4

Markets Covered

  • Target geography
    • Rajasthan (8 Districts)
    • Gujarat (2 districts)
    • Haryana (8 districts)
  • Target Audience
    • New construction site owners
    • Masons/ Contractors
    • Distribution channel partners
integrated micro marketing approach
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

evidence of result
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.