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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
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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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9/80
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
Promotion1. Channel partners
2. Influencer3. End Consumer
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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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Main Stream Products
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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Main Stream Products
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
Product1. Product Mix
2. Special Cement
Place -1. Channel Partners
Promotion1. Channel partners
2. Influencer3. End Consumer
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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
Product1. Product Mix
2. Special Cement
Place1. Channel Partners
2. Distributorship
Promotion1. Channel partners
2. Influencer3. End Consumer
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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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Advertisement & Promotion -OUTDOOR
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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Advertisement & Promotion -OUTDOOR
Center Medians
This is used on traffic heavy routes
Traffic Umbrella
This has high visibility
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Point of Sale Advertisement
To enable brand enquiry and recall at
each of Dalmias Retailer.
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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.
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Advertisement & Promotion -COUNTER
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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Advertisement & Promotion -COUNTER
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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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.
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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%
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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
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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
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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.
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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/DalmiaCement7/29/2019 Marketing Induction HR Final
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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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