Essar GC

Marketing Plan - FY 201213

Presentation Flow
What we want to achieve? Objectives
Through whom to achieve? Understating of
Consumers
How we want to achieve? 360 Deg.
Marketing Plan
When we want to achieve? Time Lines

What we want to achieve?

Objectives
Business Objectives

Marketing Objectives

Achieve target volume of

2000 MT per month in
Rajasthan and 1000 MT per
month in Gujarat

Move from tonne sale to

Reach 10% + GC mkt

share
in the activity
markets

Loyal Channel Network

Gain extra NSR in

activity markets

Sheet based pricing

Create Sustainable and
Build Brand Awareness
and consumer
preference
Measure and improve
Brand score

Market Potential Competitive

Scenario
A total market size is 87
Thousand Tons/month
Top 3 Players have 50%
market share
Top 6 players have 75%
market share
EHM is at 2.33% market
share.

Market Potential
Geographical Scenario

East Accounts for

42% of the market
where EHM has no
presence.

To achieve 7%
National market
share EHM needs to
gain 10% market
share in the
operating markets.

EHM GC State-wise Market Scenario

North and Central
need to be
Penetrated as it
accounts to 12% of
the Market
Potential& we
expect to gain 3%
Market share from
9% to 12%

NE & WB are the TOP two

markets but due to service
issue and logistic cost we will
focus on next top 7 markets

Sustained activity will help

us to Expand the market
from 21% to 36% MS.
These markets account to
total 26% of the market
potential

GC Business States

Focus Markets
Presence markets

GC Strategy

Distribution Planning Sales Plan

GC
Distribution Plan
State
GJ
RJ
Total

Market
ABP Oct
Potential,
Mar-13
MT / Month
3509
5500
5802
7000
9311
12500

LY Oct
Mar-12

Target
Volume

1214
4804
6018

6000
12000
18000

Sales Plan Scenarios

State
GJ
RJ
Total

Optimistic

Realistic

Conservative

6000
12000
18000

5500
7000
12500

1214
4804
6018

Sales plan scenarios are made to ascertain the budgets and plan for elements in
a phased manner so as to avoid excessive per ton investments.

10

Distribution Planning
Expansion Plan GC
Distribution Plan

State
GJ
RJ
Total

Retailers' Universe Mapping

Total
Retailers
380
780
1160

With
Essar
75
250
325

Target
retailers
175
300
475

Reach to retail universe will be to

475 retailers in the activity states

Geographic Expansion Plan

Total
Towns
125
206
331

Essar
Presence
40
118
158

Target
Towns
100
163
263

Reach to town universe

will be to 263 towns in
the activity states

11

Essar GC Strategy &

Plan

Achieve ABP from

activity states

SALES PLAN

Q1
Act

Q2
Plan

ABP
H2 Plan
44,00
Q1
plan for GC
was 9500
MT
0 Sales7728
8000
26500

Through whom to achieve?

Needs & Motivations

Audience
Consumer

Needs & Motivation

Strength & Positive experience

Retailer

More customers & brand

creation

Influencer

Reputation enhancement

Key Insights & opportunities

Essar Positioning
Strength is the
most engaging and
persuasive positioning
route
RTB
- Full Hard Steel
- 120 GSM Pure zinc
- Uniform sheet
thickness

However to
differentiate, there has
to be an Emotional
Connect too

Task for Rural Activation

How we want to achieve?

Reaching out
through 360 deg
plan

Key Target Markets & plan

STATES
Rajasthan

Advertising

Consumer & Channel engagement

Static
Interactive
Training &
meets

Print
Wall Painting,
Shop boards,
Demonstrati
inside shop
on & Audio
branding, shelf
visuals
strips, POS,
give-aways,

Gujarat
Maharashtra
Punjab

Print
-

Retailers
Meet &
Influencer
Training
programs

Media Mix

ATL

Print Plan in Raj & Guj

Objective : For maximum reach of brand messaging & to create mass
consumer awareness
Print Duration: Oct-Mar 13

BTL Consumer, Influencer & Channel

activation

 For driving consumer awareness and

purchase consideration by reaching out to
consumers
Marketing Task Engaging male TG (in groups of 50-75 pax in the key
Congregation

points in town - Market area, Chowks, Bus stands, Trade area

Attractive ESSAR FLOAT for communicating the

core brand message through an interactive Skit
show

The Disruptive Engagement idea

(Brand Communication
Tool)
Essar Majboothi
Ka Daava
Bang the Essar GC
sheet base & get the
highest score on
Digital meter

 For creating outdoor brand visibility to ensure

brand recall
Outdoor Visibility
Hoarding
Wall Painting

Wall Painting
263 towns across 2 states
5.3 lac sq ft of visibility
@ avg 2000 sq ft per town
Awareness also created for
650 retailers
locations in these towns

Bill Boards
Top 20 towns
across 2 states
At top 5-10 Taluka
HQ towns

Innovative Media Solution

Tractor Trolley
Branding

Kiosk in
Hariyali Kisaan
Bazaar

Village Panchayat
Branding

Participate in
Kisaan Mela

Kiosk in
ITC e choupal

 For trade re-launch of the product and retailer's

scheme.
For Trade Incentivisation and bringing secondary
focus.
For Point Of Sale Visibility to create brand awareness and
pull

Retail Shop Branding custom made

In Shop Branding
Shelf strip GC racks
Posters, Give-aways
Retailer Meets
Channel
Incentivisation
Scheme

 To ensure a brand advocacy among the

influencers resulting into increase in
tertiary sale.

Influencer Training programs through Mobile Training units at A class Retailers

across Raj, Guj
Pre-publicity at Retailers a week in advance to register them & enroll the
participating contractors & Kadiyas

BTL Collaterals

Consumer Sheet based

Price Chart
Price Comparison Chart

Standees

Retailer
Visibility
Poster

Shelf Running
Strip

Shop Board

Overall Campaign Coverage

Overall Campaign Cost

Summary
Wall Painting
Van
Shop Board
In-Shop Branding
Poster
Shelf Strip
Leaflet
Give Away

Total Cost
2,212,000
1,922,625
928,000
725,000
17,100
95,000
216,975
475,000

Total

Retailers Meet
Total GC
Influencer

6,591,700

1,112,500
7,704,200
1,200,000

G. Total

8,904,200

The exact cost can be ascertained post receipt of the coverage data from the field and vendor
negotiation.
Punjab details are not taken into consideration for costing.
Print media cost will be additional as per the plan approved.

Campaign Evaluation/Measurement

Reaching out to over

1 mn

CONSUMER ACTIVATION 2.5 Lac consumers to be

consumers
engaged with across 263 towns through the campaign
across
6 states!

RETAIL VISIBILITY - 900 Retailers to be donning the

Essar colors by associating with the campaign
OUTDOOR Over 10 Lac HHs will be exposed in 263
towns over a 6 month period through wall painting visibility,
Bill boards & Innovations
INFLUENCER PROGRAM Over 6000 contractors &
kadiyas to undergo training programs & associate with Essar
PRESS Over

2 lac HHs to be reached in Raj & Guj with a

frequency of 3

Evaluation Matrix
Input

Output

Target Numbers
planned

Target Numbers
achieved

Contacts/
locations

Contacts/
locations

Visibility points

Visibility points

Visibility
elements

Visibility
elements

Outcome
Impact
Pre and Post
(if commissioned)
Research in the same area
pre and post the activation
Test and control (if
commissioned)
Research in two different
yet similar profile markets
One which is exposed to
the activation and other
which is not
Exit interviews
Interviews immediately
post activation

When we want to achieve?

Timelines

Phase 1
Pre season launch

Phase 2
Season build up

Phas
e3
Campa
ign tail
off

LETs BEGIN!