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

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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

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

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

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Methodology Rural Marketing Partner Taking dedicated Premier Rural Marketing Agency on Board Synchronizing marketing activities at same point Working together with different stake holders Consumer & Dealer Activation/ New Construction site visits/Mason meetings/ Brand recall activities Customized plan e.g. Customized route plans, Dealer Development - Haryana, Use of Natural Congregation Platforms- Rajasthan & Gujarat, Deeper Penetration- Rajasthan Improvising Marketing plan Pilot followed by Scale up Regular Reporting & Feedback

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Integrated Micro Marketing Approach Dealer Activation Consumer Activation Mason (KOL) Engagement New Construction Site visit Brand Recall (Static branding) 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

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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.

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Glimpses of the Campaign

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THANK YOU