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Background: There is a huge Opportunity in the ready mix concrete - Retail segment which is

currently been tapped by local players & we have all the reasons & Infra to cater to this segment - we
need to focus & set up the system & process to get the first mover advantage in this segment amongst
the organised RMC players. We have embarked upon this journey 6 months back.
OBJECTIVE: To identify potential areas , strategize & formulate an action plan to initiate execution
of actions to ensure higher penetration of Ready Mix Concrete in the trade segment – through our
cement dealers.
DELIVERABLES:
• Identify each aspect of improvement – front end, policies, backend systems, Team/Manpower,
existing & new channel, Influencer Management strategy for RMC, Competition Benchmarking.
• Come up with definite action plan to take robust measures for improvement in this segment
operations on the above KPIs/areas.
• Close working with the RMC spocs , LASF appointed for RMC & LATF for lead generation & also
the Dealers to identify the ground realities & ensure ground-up plan to be made for future growth
Project Charter

I. To understand the Indian Ready mix concrete market from Dealer perspective-
The dealers help the manufacturers by developing the policy of manufacturers according to the
demand and support them in creating the markets for their goods.
 To gain insights of the drivers and challenges of Indian Ready mix concrete
market.
 To understand their familiarity and understanding of RMC.
 To understand their concerns in adopting RMC- like are they worried that their
cement sales would be affected.
 To classify the major factors responsible for deciding between Ultratech RMC viz
any other player.
 To identify the challenges for dealers- Like dealer incentive want and lack of
awareness among general masses and consider their suggestions.

II. To understand the Indian Ready-mix concrete market from commercial end customer
perspective- builders and architects
 To understand the understanding of end customers regarding RMC.
 To identify the key KPIs in the market- Quality, speed, Cost, storage facilities, world
class facilities and so on.
 To gain insight into learning set off criteria for RMC – perishable nature and lack of
available distribution channels.
 To classify the major factors responsible for deciding between Ultratech RMC viz
any other player.
 To take into account their suggestions.

III. To perform price sensitivity analysis- Pricing research is an important step for radically new
products.
 It will help us understand consumer perceptions of own products viz a competitor
product.
 Van Westendrop price sensitivity meter uses open ended questions combining
price and quality.
 At least 200 sample size is required for conducting this analysis.
 It will give us an acceptable price range and an optimal price.

IV. To identify the potential of a consulting app in market intending to drive up sales
especially for individual home builders.
Construction companies are evolving with the time and technology. Having a direct access of
customer to your brand through various channels is imperative. And company owned platforms
that have direct access to consumer are the way forward.
 This is not another app boasting the company’s products but a platform answering
the needs of fledgling individual home builder.
 Any information customer might need- from looking up for the contractor to
estimating the cost of the project.
 Construction calculators- It can be used to calculate the amount of concrete and grade
of concrete needed.
 Estimation calculators- helping customers to accurately calculate the cost of concrete,
bricks, flooring etc.
 Provides all the various legal information like the permissions to be taken from the
government to start construction.
 Know which are the recent project in their vicinity that are completed by RMC
 Latest developments and News

Some observations and touchpoints:


1. To identify the familiarity of builders and architects (influencers) with the various
specialized products of concrete- In Commercial segment, usage of concrete is
generally limited to roofs and slabs. Even builders are unaware of the specialized
products like Décor based concrete. Awareness regarding its applications in pillars,
floorings, pavements need to be promoted.

2. Customer while placing a order can’t physically see what he/she is ordering. And
human psychology emphasises that the need for physical validation of products.
Thus, displaying various samples at RMC dealer shops can revolutionize the
experience of cement purchasing.
Appendices:
1.

QUESTIONARRIE
1. What’s your name?
2. How long have you been dealing with cement industry?
3. Are you familiar with RMC?
4. Are you worried that it will eat up your cement sales?
5. Which RMC brands are popular in the area?
6. Which brand do you sell at your shop?
7. What is your selection criteria while choosing a brand?
8. What are the challenges as a dealer of Ultratech RMC?
9. According to you, what can be done?

2.
QUESTIONARRIE
1. What’s your name?
2. How long have you been in this profession?
3. Are you familiar with RMC?
4. If yes, what is the primary advantage of recommending RMC to your clients?
5. If no, what sets you off from recommending RMC to your clients?
6. What brand do you recommend?
7. What is your selection criteria while choosing a brand?
8. According to you, what can be done to create awareness regarding RMC?

3.

QUESTIONARRIE
1. At what price would you think product is a bargain- a great buy for money?
2. At what price would you begin to think product is getting expensive, but you still might
consider it?
3. At what price would you begin to think product is too expensive to consider?
4. At what price would you begin to think product is too so inexpensive that you would
question the quality and not consider it?

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