WONDER CEMENT
BUILDING A STRONG BRAND THROUGH DIGITAL MARKETING
LALBABU GUPTA (11813045)
ANKIT KHARAB (11812967)
AKASHAY SHARMA (11813549)
SONALEE BASUMATARY(11813617)
SHYJO V J (11807168)
CONTENT
• Indian Cement Industry • Digital Marketing
• Top ten in India: production wise • Digital Footprint
• Cement Industry: five category segments • Engaging People
• About Wonder Cement • Brand Equity
• Summary of financial statements
• Search Engine Optimisation
• Sales growth: Y-O-Y
• Engagement Matrix
• Production capacity of 2016 • Press Coverage
• Team management • Management Concepts
• Brand Proposition • Porters 5 Force Model
• Start Campaign • Blue Ocean Strategy
• SAATH7 Cricket Mahotsav • STP Analysis
• CSR • Learning and Conclusion
INDIAN CEMENT INDUSTRY
• SECOND LARGEST CEMENT MARKET
• PRODUCTION CAPACITY : 502 MT (FY2017-18)
• INDUSTRY SIZE : US$ 484.24 million (FY2018-19)
• DOMINATED BY PRIVATE PLAYERS : 98%
• 210 LARGE PLANT
• 350 MINI PLANT
TOP TEN IN INDIA: PRODUCTION WISE
MTPA
Company MTPA
102.75
ULTRATECH 102.75
SHREE 25.6 25.6
ACC 69.3 300
AMBHUJA 63.06 69.3
RAMCO CEMENT 12.5
BRILA CORP 15.5 63.06
WOUNDER CEMENT 11 11
12.5
5.6 15.5
PRISM CEMENT 5.6
ULTRATECH SHREE ACC
OTHER 300 AMBHUJA RAMCO CEMENT BRILA CORP
WOUNDER CEMENT PRISM CEMENT OTHER
CEMENT INDUSTRY: FIVE CATEGORY SEGMENT
South 132.7
mtpa
North 85.6 mtpa
Cement East 48.4 mtpa
Industry
West 57.6 mtpa
Central 52.8 mtpa
ABOUT WONDER CEMENT
• Belonging to R.K. Group: Marble Industry
• Established: 2010
• Location: Nimbahera, Chittorgarh, Rajasthan
• Technical collaboration: Thyssenkrupp & Pfeiffer Pvt ltd Germany
• Manufaturing: PPC & OPC
• No. of employees: 820
SUMMARY FINANCIAL STATEMENTS
Years 2013-14 2014-15 2015-2016
Revenues 939.65 1021.72 1212.63
Sales Growth: Y-O-Y
Years 2014-15 2015-16 2016-17
Sales 3.5 % 24.5 % 25.05 %
Growth(%)
PRODUCTION CAPACITY (YEAR 2019)
• CURRENT PRODUCTION CAPACITY : 11 MTPA
THE MANAGEMENT
• CHAIRMAN : MR. ASHOK PATNI
• VICE CHAIRMAN : MR. VIMAL PATNI
• JOINT MANAGING DIRECTOR : MR. VIKAS PATNI
• WHOLE TIME DIRECTOR : MR. IBRAHIM ALI
• MANAGING DIRECTOR : MR. JAGDISH CHANDRA TOSHNIWAL
• DIRECTOR : MR. VIVEK PATNI
• DIRECTOR : MR. PARMANAND PATIDAR
BRAND PROPOSITION
START CAMPAIGN SAATH7 CRICKET MAHOTSAV
• STARTED WITH CAMPAIGN : “EK • To amplify ONLINE activities
PERFECT SHURUAAT” • 7 overs & 7 Players
• ANOTHER CAMPAIGN : • Brand Awareness in RURAL Market
"SHURUAAT SAHI TOH HAR BAAT
SAHI"
• Encouraged Women participation
CSR
Education & Health Infrastructure Development
• School Adoption • Community Centre
• Education Kit • Drinking Water Arrangements
• Health and Family welfare • Village Infrastructure development
• Swachha Gaon Nirogi Gaon Program
Women Empowerment Environment
• Sewing Training Centre • Environmental Protection
• Women & Child Development Program • Green Belt
• Water Harvesting (SWACH JAL SAB KA HAQ)
DIGITAL MARKETING
DIGITAL FOOTPRINT ENGAGING PEOPLE
• DISREGARDED STEREOTYPICAL IMAGE : B2B ENGAGING INTERNAL CUSTOMERS
• 2,03,134 : LIKES/REACH IN FACEBOOK • People Of Wonder Initiative : Featuring
stories of Leaders & Management
• 7,147 : FOLLOWERS IN TWITTER
• 1,639 : FOLLOWERS ON INSTAGRAM
• Wonder Of Cement Campaign : Showing
Plant & Technology affiliated with
• LEADS IN ENGAGEMENT MATRIX Construction
• SOCIAL MEDIA CAMPAIGN : 330% ENGAGING DEALERS AND INTERMEDIARIES
GROWTH OF NEW VISITORS WITH 110%
VISITORS RETURNING BACK
• Stories Of Wonder Campaign : Opportunity
to Dealers
CONT..
BRAND EQUITY SEARCH ENGINE OPTIMISATION
• Digital marketing strategy : Brand 1. On-Page Optimization
building and creating mass 2.Off page optimization
awareness rather than pushing for • Social media marketing- You have a
online sales. page on social media where you are
• Brand’s philosophy : trust, updating about your company and you
have provided links for that ,through
transparency, and ”people first” that link how many clicks and bounce
• Culture : everyone across the board rate are there on your site.
are treated equally.
CONT….
ENGAGEMENT MATRIX PRESS COVERAGE
• Measures the level of engagement • CELEBRATED ALL FESTIVALS ONLINE
that
: WISHED EVERYONE FOR "PERFECT
• A piece of created content is SHURUAAT"
receiving from an audience from
• Users who are active on platforms
during a day/week/month
• Ranked first in organic engagement
MANAGEMENT CONCEPTS
PORTERS 5 FORCE MODEL
• CATEGORY ATTRACTIVENESS ANALYSIS
CONT…
STP ANALYSIS BLUE OCEAN STRATEGY
A. SEGMENTATION • INNOVATION
• RURAL AREA, PEOPLE BUILDING THEIR • CREATE DEMAND
HOME • B2B TO B2C
B. TARGET
• RURAL MARKET
• YOUNG PEOPLE
C. POSITIONING
• SHURUAAT SAHI TOH HAR BAAT SAHI
• EMOTIONAL CONNECT WITH CONSUME
LEARNING AND CONCLUSION
• WONDER CEMENT HAS ALWAYS FOCUSED ON BRAND BUILDING AND
CREATING MASS AWARENESS RATHER THAN PUSHING FOR ONLINE SALES.
