IMC Strategy

1. IMC Strategy Of
Premier Cement
SUBMITTED BY: JUGGERNAUT (GROUP: 10)
ARIF RAHMAN(48D ROLL- 07)
KAZI ALI TAMADDUN (48D ROLL- 45)
SADMAN PRODHAN (48D ROLL- 47)
M HISHAAM HOSSAIN (48D ROLL- 52)
SALMAN HOSSAIN KHAN (48D ROLL- 56)

2. Company Profile
 Brand Name: Premier Cement
 Inception: 12th March 2004
 Production Capacity: 2.4 million tons
 Market Share: 8%
 Employees: 700+
 Factory: West Muktarpur, Munshiganj
 Product Type: 2
 Product Name: OPC (Ordinary Portland Cement)
PPC(Portland Composite Cement)
 Package: 50 Kg Bags

3. Product Offering
1. Ordinary Portland Cement (OPC):
Ordinary Portland cement Type-I is the most common type of
cement in general use around the world. It is a basic ingredient
of concrete, mortar, stucco and most non-specialty grout
cement. It is a fine powder produced by grinding clinker (95%),
a limited amount of Gypsum which controls the setting time.
2. Portland Composite Cement (PCC):
It is the most common type of cement used in Bangladesh
which consists of Clinker, Slag, PFA (Pulverized Fly Ash), Gypsum,
and Limestone.

4. Market Share
20%
19%
11%11%
9%
7%
8%
6%
9%
Market Share
Others
Shah Cement
Lafarge
Heidelberg
King Brand
Fresh
Premier
Crown
Holcim

5. Current MC of Premier
Cement
1. Media Advertising:
 Newspaper
 Magazine
 TVC
 Promotions
2. Direct Response Advertisement:
 Email
 Telemarketing
 Fax-mail

6. Current MC of Premier
Cement
3. Outdoor Advertising:
 Billboards
 Wall Paintings
 Shop Paints
 Posters

7. Some Advertising Tools of
Premier Cement
Newspaper
TV & Radio
Billboards
Direct mail
National, Local, press
release
Ad making, Airing, Radio
foorti, Bd Betar
Billboard, Shop
signboards, wall
painting, show piece
Real State, yellow
pages, mail to
corporate customers

8. Advertisements

9. Total Advertising Tool used
by Premier Cement
1. Consumer Promotion:
 Credit facility for Distributor
 Short term incentive for consumer at dull season
 Gifts to Retailer and Distributor
2. Trade Promotion:
 Eid 2 Eid offer for Retailer based on sales
 Yearly Dealer conference at 5 star hotel with gifts

10. Total Advertising Tool used
by Premier Cement
3. Publicity or Public Relation:
 Brochures, Leaflets, Banners, Festoons
 T-shirt, Umbrella, Dinner set, notebook, mug, pad for
company representatives
 Regular meeting of Engineers, Masons, Dealers
 Workshop on House building
4. Sponsorship and Event Marketing:

11. Total Advertising Tool used by Premier
Cement
4. Sponsorship and Event Marketing:
 Cultural programs like 100 year of teachers training college
 International Mother language day program, Dhaka University
 Sponsorship of Sylhet Royals team of BPL tournament

12. Total Sales promotion and
Public Relation
Consumer
Promotion
Trade
Promotion
Events
Personal
Selling
• Contest, Awards &
corporate Promotion
• Test Fee For BUET
and other test
Yearly gifts for
Distributor, Tour,
yearly conference,
Trade shows
• Mezban for Distributor/
Retailer
• Cultural program
sponsoring
• Masons Workshop
• Entertainment, Direct
mail, Exclusive gifts
• Greetings, Foreign
Tours

13. IMC Strategy Development
at Premier Cement
1. Indentify the target customers:
Customer Base may be
 Retail Customer
 Corporate Customer
 Government
Offers are of two types
 General Customer (Cash ++ offer)
 Retailer (Eid 2 Eid offer)

14. IMC Strategy Development
at Premier Cement
2. Designing the Communication:
Ad Agencies working on designing communication:
 Biborton
 Jara
 Panshi etc
3. Communication Channel:
 Media
 Sales promotion
 Public relation
 Events

15. IMC Strategy Development
at Premier Cement
4. Setting Communication Budget:
Promotion Budget of 2012-13
31%
36%
28%
1% 3%
1% %
Sales Promotion
Advertising
Public Relation
Consultancy Fee
Personal Selling
Others
Source: http://www.premiercement.com/downloads.html

16. IMC Strategy Development
at Premier Cement
5. Managing Integrated Marketing Communication:
The Company does the following
 Evaluation after each promotion campaign
 Control and combination of communication
discipline
 Ensuring clarity, consistency and maximum
impact of message
 Analyzing the trends
 Appointing marketing consultant to monitor
promotional programs

17. Online and Social Media
 Well structured website but all pages are not equally developed
 Some pages with broken links which needs to develop

18. Online and Social Media
 Media center is the library of all media communication but
the content of the page are yet to be completed

19. Online and Social Media
 Facebook fan page is not managed properly
 No sharing of contents and fan numbers also
unsatisfactory

20. Execution of Brand
Marketing Program
1. Choosing Brand Element:
 Brand Name
 Logo
 Packaging
 Company Slogan
 During offer period the offers and prizes
2. Integrating Brand into Marketing Activities:
Use of Brand tools like brochures, leaflets, stickers, company diary in
 Sales promotion and Trade promotion
 Mezban, Dealer/Retailer meeting, workshop etc
 Developing Brand Equity among stakeholders

21. Execution of Brand
Marketing Program
3. Leveraging Secondary Association:
 The company can associate with some other Brand so
that they can create Brand Equity for themselves
 They are doing Sponsorship, Event Marketing and CSR
activities to leverage association for the brand

22. Managing and Evaluating
IMC Programs
Assessment of the collective impact of an IMC program is very
important. This can be done by evaluating the following
points:
 Coverage
 Contribution
 Commonality
 Complementarities
 Versatility
 Cost

23. Conclusion
 Premier Cement is trying to establish a strong network with
their customers and associates all over the country to stay
in the long run in the cement industry
 To do so the company have to think about their IMC
program not in a conventional way but in a contemporary
way to stand out in competition
 Premier Cement is still new in the industry and they are
gaining the momentum day by day
 There is a good opportunity ahead for the company to
establish their brand and become the ultimate Brand in
the market

24. Thanks To All