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

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: & The Economic Times

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

 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

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

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

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

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