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Block Display
Block
Display
Retailers of Blocks in
Gurgaon region
Sample Display
Sample Display
Storage of blocks in Retailer’s
godown
JK Lakshmi Blocks being used at a
small site
Magicrete Blocks
Magicrete being used at a small site in
sector 15 Gurgaon
Promotional activities by Magicrete
Marketing Mix
Product Mix
Pricing
Placement Mix/Distribution channel Mix
Promotion mix
People
Product Mix
Best quality AAC Blocks of different sizes
Differentiations through look of the product.
Pricing strategy
Premium pricing policy
Secondary transportation, loading, unloading and breakage is to be
considered
Budget for promotional activities is also to be considered
Tentative Retail price for 4 inches block can be fixed at Rs 80
Tentative Retail price for 8 inches block can be fixed at Rs 140
Wholesaler's (super stockist)Landing 3700/-(60/- per block for 4”
block for minimum 20 cu meter)
Retail stockist landing 3800/-(62/- per block for 4” block for minimum
20 cu meter)
Sub retail stockist landing for small deliveries 4000/-to 4100/-(68/- per
block for 4”block)
Addition target discounts and schemes to be implemented for Rs 2/- to
5/- per block.
Exclusive discount for exclusive distributors and dealers of Rs 100/- per
cu metre.
Establishing Distribution channel
for Delhi NCR
Our target superstokist :There are around 200 top building
material Dealers/distributors/wholesalers in Delhi(50 in
each zone)
75 top building material dealers/distributors/wholesalers
in NCR regions
We need to Appoint at least 2 super stockists in each zone
for North Delhi, South Delhi, East Delhi,
WestDelhi,Gurgaon, Faridabad , Noida and Greater Noida
totalling to 16 with an average sale of 50 cu metre per
month.(around 800 cu metre pm)
Super stockist will cater around 250 sub retailers in their
respective area.
Establishing Distribution channel
for Delhi NCR
Appointment of 5 to 10 retail stockist in each zone
with a minimum sale of 20 cu metre pm. (around 1000
cu metre pm)
Security amount is to be taken for every
dealer/distributor appointment.
Stockist forms for exclusive agreements and financial
status of the Stockist
It will take at least 3 month to 6 months for
establishing required Distribution channel
Channel structures
Structure 1 Structure 2
Sub retailers
Consumer
Consumer
Delhi zone
Zone 1
Zone 4
Zone 2
Zone 3
= Super stockist
Gurgaon Zone
Faridabad Zone
Noida and Gr Noida Zone
Establishing Distribution channel
for Delhi NCR
Already identified Super stockists and Retail stockists in
following areas
North Delhi ,West Delhi, South Delhi, East Delhi
Faridabad,Gurgaon,Manesar,Sonepat,Panipat,Karnal,
,Kaithal,Kurukshetra,Yamuna nagar,
Ambala,Bhiwadi,Hodal,Palwal, Balabhgarh, Bahadurgarh
Neemrana,Alwar,Behrod,
Noida,Indirapuram
These Super stockists and Retail stockists will
immediately be active as soon as our operations starts
giving us a placement of 500 cu meter material in a
short period.
Promotion mix
Dealer flex boards, Standees, Led boards for interiors
Brochures in Hindi
Different types of stickers, danglers, pens ,pads,caps,t-shirts
Dealers meets for Dealer awareness
Meson meet and nukkar meet for meson awareness
Gifts for Mesons and Dealers.
Dealer certificate
Sample Display
Road shows through canopies
Tentative cost of Promotion is Rs 5/- per block.
3 Meson meets in a week for continuous 6 months i.e. 72
meetings impacting around 4000 mesons
2 Dealers meets per month for 6 months i.e. 12 dealers meet
impacting around 1000 dealers
Consultative approach “KAAM KI BAAT” programme
Dealer meet and nukkar meet audio video presentation in Hindi
Examples of Dealer/Distributor
Meet
Example of Road Show (Canopy)
Examples of Meson Meet and
Nukkar Meet
People
Starting with at least 2 Sales executives
One executive for each zone handling minimum 1000
to 2000 cu meter material pm
Site visit/Road show personnel 2 in no's are required
One Technical officer for complaint handling
As distributors and dealers are also a part of sales force
their selection is very crucial and will also impact our
success rate.
Conclusion
We need to start as soon as possible
Initial focus zones will be North Delhi, Gurgaon and
Noida
We need to appoint 2 Sales executives initially to cover
up the market
Promotional items to be ready with in 15 days
Possibility of smaller delivery to be explored
Adaptation of Premium pricing policy
AV presentation for Dealer and meson meet to be
ready with in 30 days