Purpose of the presentation

 To understand the scope of retail in blocks industry

 To understand the Delhi NCR areas and their potential
 To strategize the marketing mix for the RETAIL
SECTOR
 To discuss the scope of niche and differentiations that
can be created in our products
 To create a competitive advantage
 To discuss channel establishment and pricing
 Current scenario in retail
 Before starting the discussion we need to understand
the current retail activities of competitors in block
industry
 Is small customer well prepared to shift from bricks to
blocks?
 Lets understand it first
 Retailers of Blocks
in Gurgaon region

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

Super stockist Retail stockist

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