New Journey for

Marketing and Branding Battle

Bashundhara Cement

Compiled By:
Saad
Madonna
Advertising
 MARKET
SUMMARY

In Bangladesh, the supply of cement is higher than demand. The market is

overfull and consolidated. The total capacity of cement production is 29-32 lac
MT and the consumption is around 15 to 17 lac MT.
 NATURE OF THE
MARKET &
MARKET SIZE

Nature of this business size is `GROWING’. Customers are becoming brand

savvy for this sector. Shah Cement lead the market followed by Hydelberg
Cement and King Brand Cement.
 MAJOR MARKET
PLAYERS

SL Brand Market Share

1 Shah cement 14.2%
2 Heidelberg Cement 9.3%
3 Meghna Cement(King) 7.4%
4 Seven Circle BD 6.9%
5 Lafarge Surma Cement 6.7%
6 Holcim BD Ltd. 6.4%
7 Unique Cement (Fresh) 6.1% Shah cement

8 MI Cement (Crown) 4.9%

Heidelberg Cement
14.20%
4.90%
6.10%
6.40% Meghna Cement (MCML-
King)

6.70% 9.30% Seven Circle BD Ltd.

6.90%
Lafarge Surma Cement
7.40% Ltd.

Holcim BD Ltd.
 User Base and
Usage Area

User Base

Home
40% 25%
Maker
Usage Area
Real
Estate
7.50% 1.50%
35% Govt. Org 12.00% Dhaka
Mongla
63.50% Chittagong
Sylhet
15.50% Rajshahi
If you want to chase me, you have to
kill me first…

COMPETITORS
ANALYSIS
 Communication
Rout of Different
Brands
Brand Name Communication Appeal

Shah Cement Sthapotter Bondhone

(Emotional+Functional Appeal)

Scan Cement German Engineering

(Heidelberg Cement) (Emotional Appeal+Halo Branding)

Seven Rings Passion to Create

(Emotional Appeal )

Lafarge Surma Cement No visible Communication route

Fresh Cement No visible Communication route

 Communication
Rout of Different
Brands

Brand Name Communication Appeal

Akij Cement Nirmane Otut Bondhon
(Functional Appeal)

Premier Cement Amader Cement

(Humor)

Crown Cement Trusted by People Tested by Time

(Humor+ Emotional)

Deshbondhu Cement Shera Maner Nishchoyota

(Emotional Appeal)

Bashundhara Cement Sthapotter Bondhone

(Emotional + Functional Appeal)
Industry Analysis

Low

High

High Low

Low
MARKET SEGMENT

Market is growing all over the country but most of the infrastructural
changes and our buyers live Dhaka, Mongla and Chittagong but the
market expanding in Semi urban and rural segment
 WHO ARE
THE BUYER
DEVELOPERS/
GOVT/NGO/ INDIVIDUAL,
BUILDERS/
INGO HOME MAKER
CONTRACTORS
THE SAVIOR OF
BRANDS ARE…

INDIVIDUAL
CHARACTERISTICS

INDIVIDUAL
BUYERS 1
Age: 38+ (male/Female)
Income: 50000+
Profession: Service/Business
Media Habit: Newspaper/TV News/ Area of living: Urban, semi urban,
Relation: Friends/Experts Decision make: Self with support
Influencer: Wife/technical
hands(Mason)
Advise: Often take
Instinct: Information/ aware
 CHARACTERISTICS

Influencer group
1
Age: 30+ (male/Female)
Profession: Engineer/ technical
experts
Area of living: Urban/Semi Urban
Media Habit: TV, Newspapers, ATL
Decision make: Self,
Influence by: They have their own
quality measurement skills.
Instinct: Aware
 CHARACTERISTICS

Influencer group
2
Age: 25+ (male/Female)
Profession: Plumber/Dealer/
Retailer
Area of living: Urban/Semi Urban
Media Habit: TV, Newspapers
(sometimes), BTL Decision make: Alone, like to give advice

Influence by: Company,

Promotion, advertisement
Instinct: Aware
 CHALLENGE OF
BRAND BUILDING

• Market Competition
• Customer Loyalty
• Expert preference are tough to change
• Long term Buying habit
• Price level
• Conventional advise
• Acceptance behavior
 Brand Building
Chances are Sky limit

The opportunity to establish a brand in this category are huge. Though

the market supply is higher than demand and brand awareness are
medium. So this is the high time to create POOL demand among the
individual, corporate and strategic buyers by a strategic
communication.
WHAT DO WE WANT FROM THE COMMUNICATION

1. To acquire new market share;

2. Create a loyal retailer and dealer base;
3. Create brand awareness at individual level.
 WHAT WE
WILL DO

1. Firstly create awareness through ATL communication to create a

`TALK TO’ issue to the TG.
2. To give a jerk for the previous users about Cement, Create Positive
image among individual home makers, increase Brand awareness for
Potential buyer
3. Breezing the gap between buyer and dealer; relation building with
retailers.
4. Popularize the brand among the strategic buyers
 OUR STRATEGY
AND GAME PLAN

1. Extensively promote the brand in national medias, specially television

to create the POOL demand.
2. Zone wise target setting and expansion plan; specially for Dhaka and
Chittagong; appoint new dealers and retailers. Specific promotions
activities.
3. Extensive training and get together with retailer and plumbers
4. Seminars with Engineers; give them Audio Visual documentary for
product up gradation. Sponsoring in their events and magazines
5. Activity with engineers association, govt. body, Ngo, Developers etc.
 BRAND
MANAGEMENT
STRATEGY

We will introduce a four step brand management technique. (Or we can

also use the 6 stage CBBE Model)

Product Maturity Level Communication

Brand Loyalty and Customer Retention

Value Proposition & Product Experience Level

Awareness Level
 COMMUNICATION
STRATEGY

1. Ensure the maximum mileage and value of money.

2. Focused and target oriented promotion
3. Higher ATL promotion for experiencing the products to the buyers.
Increase brand ROI.
4. Selective functional and alternative Medium (Social network, trade
magazines) for communication.
5. Use communicative and Interesting CREATIVE layouts.
 COMMUNICATION MIX

ATL TRADE PROMOTION

1.Television 1.Retail Branding
2.Radio Bangladesh 2.Trade Scheme and promotions
3.FM 3.Trade Tour
4.Newspaper 4.Dealers Meet
5.Trade Magazine 5.Dealers Motivational Program
6.Social Network

Event/ Activations/Sponsorship
BTL/OUTDOOR 1.Training for Masons
1.Billboard /Road Demonstration 2.Seminars with Architects/Engineers/
2.Wall Painting Homemakers
3.Bus Branding 3.Awareness for occupational Hazard
4.Poster 4.Factory Visit
5.Road Median, Road Rail 5.Sponsor in Engineers events/Magazines
6.Sticker/T-Shirts
7.Display at Tiles/Rod/Cement shop
 CREATIVE

Route 01
Press
Press
Press
Press
Press
Press
Signage
Signage
Billboard
 CREATIVE

Route 02
Billboard
Billboard
Press
Press
Press
Press
TVC
 ATL STRATEGY
AND EXECUTION

1. For television we preferred 7 channels to promote our product. Preferred

time band 7.30-9.30 pm. Emphasize on News channel.
2. Emphasis on SPOT Promotions.
3. Mostly Television innovations are NEWS & PROGRAM BRANDING/LOGO
BRANDING/CLOCK BRANDING/ NEWS STARTUP TUNE OR CLOCK
BRANDING.
8. Select newspapers as per circulation and impact.
9. Select trade magazines.
10. FM Radio to reach the selective clients.
11. Social media marketing to promote the brands & products.
12. Outdoor
 BTL and Event
activation STRATEGY

1. Goal oriented and functional event and activation policy

2. Select strategic and sales influential people to maximize the mileage for
different activation
3. BTL branding will be chosen as locality and niche sales promotion plan.
4. In semi-urban we will go for mostly BTL communication to increase
impact among the locality.
 Activation Ideas

1. Training for masons

2. Seminar with dealers and Architects
3. Awareness campaign for occupational hazards.
4. Wall painting in rural areas
5. Selling counter and shutter branding
6. Provide vests, work uniform and helmets with Bashundhara cement
logo.
Guerilla Marketing
Ideas

1. Street Karate Show.

2. Mass postering
3. Stack cement sacks on different points of street.
4. Place cement sculpture as POS.
 Outdoor branding
STRATEGY

1. Visibility based outdoor medium selection

2. Strategic points like tourism spots (cox-bazar), ferry ghat, launch ghat,
entry & exit point of the town, govt. office zone, developing zones will be
preferred
3. Prefer short campaign with new creative and message to create vibration
4. Zone wise outdoor planning
RETAIL & DEALER
SHOP MANAGEMENT

To increase visibility in POS, we propose a fully branded outlet for Bashundha

Cement with signage to color. The name of the shops will be;
‘Bashundhara Cement Shop’ rather we will have general branding policy as
well.