Developing Rural Markets

JK Lakshmi Cement
Category: Best Integrated Initiative 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

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

To develop Rural Markets in terms of

Improved BrandVisibility &

Deeper Penetration of JK Lakshmi Cement

inVillages > 5K population

Markets Covered
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
Methodology

Rural Marketing Synchronizing marketing Customized plan

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

Customers- 40,000 visit
Masons- 7,300
Brand Recall (Static Dealers- 2,745
branding) New Construction site visits- 2,104

Dealer Activation
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.
Glimpses of the Campaign
THANK YOU…