GEOMARKETING OF COMMERCIAL READY MIX CONCRETE INDUSTRY FOR LAFARGE INDIA PVT. LTD. Submitted by: Ravi Panara (1st year MBA Division-B) Roll no: 04 Under the Guidance of Dr. Janki Mistry (Assitant Professor) Industry Guidance by Mr. Javed Shaikh (Zonal Marketing Manager - West) Mr. Jitendra Parihar (Cluster Manager, Surat) Mr. Atul Singh (PSM, Bhestan Plant) Mr. Vishwas Khabani (PSM, Ichhapore Plant) Department of Business and Industrial Management, Veer Narmad South Gujarat University, Surat Year 2014-2016
Transcript
GEOMARKETING OF COMMERCIAL READY MIX
CONCRETE INDUSTRY FOR LAFARGE INDIA PVT. LTD.
Submitted by:Ravi Panara (1st year MBA Division-B)
Roll no: 04
Under the Guidance ofDr. Janki Mistry (Assitant Professor)
Industry Guidance byMr. Javed Shaikh (Zonal Marketing Manager - West)
Mr. Jitendra Parihar (Cluster Manager, Surat)
Mr. Atul Singh (PSM, Bhestan Plant)
Mr. Vishwas Khabani (PSM, Ichhapore Plant)
Department of Business and Industrial Management, Veer Narmad South Gujarat University, SuratYear 2014-2016
COMPANY INTRODUCTION
Founded in 1833 and Head Quarter at France
World Leader in Building Materials
Working in Cement , Aggregate, Ready mix concrete,
Concrete blocks Industries.
designed by acekiller.in
BUSINESS PROFILE
80+ 1636 64000COUNTRIES PRODUCTION SITES EMPLOYEES
designed by acekiller.in
RMX BUSINESS IN INDIA
Lafarge took over L&T's RMC division in 2008
Total 68 plants in India and 2 plants in Surat,
Bhestan-Udhana and Ichhapore, Hazira
designed by acekiller.in
CONSTRUCTION INDUSTRY
India's Construction industry is expected to grow at 8%-9% for
next year according to report of CAGR '14
RMC market will also expected to grow at 7.5% rate between '13 to'17
Surat Real estate market has grown about 7.1% in 2014 and also expected
to grow further in upcoming years.
designed by acekiller.in
RMX PLANT LAYOUTCourse Aggregates
10 mm downFine Aggregates I Fine Aggregates II
Course Aggregates
20 mm downCement Storage Silo Water Tank Admixture Tank
designed by acekiller.in
PROJECT DEFINITION
Area allocation
Mapping the respective areas for identifying Lafarge potential
Collecting the basic details about project.
E.g. project name, project type, quantity of concrete, project start and end dates etc.
Collecting details about competitor or current material supplier
Giving details about Lafarge product and generating leads
Knowing reviews about company
Filling the details in CRM software
Submitting excel report to respective PSM and Marketing Heads
designed by acekiller.in
CONSTRUCTION STAGES
Design &Land Acquisition
Pre foundation : PCCFoundation : footing
Foundation : Raft Foundation : Piling
Plinth : Filling
Retaining wall
ColumnSlab
Shear wall
Plaster :Internal & external
Sunken portionPodium Inll wall FloorbedRoong
Landscape
designed by acekiller.in
KEY PARAMETERS FOR MARKET RESEARCH
Name of Project
Developer of Project
Location / Address of Project
Architect
RCC Consultant
Site Visit Status
Distance of Site from Lafarge Plant
Monthly Concrete Potential
Total Concrete Requirement for complete Project
Project's Start Date
Project's End Date
Type of Project
Sub Type of Project
Last Visit Date
Project Completion Status
Type of Plant at Site
RMX Type
Quotation Given (Y or N)
Current Material Supplier
Concern Person
Contact No
Remarks
designed by acekiller.in
COMMERCIAL RMX MARKET SEGMENTATION
COMMERCIAL RESIDENTIAL INDUSTRIAL INSTITUTIONAL OTHER BUILDING
Hotels
IT Parks
Ofces
Malls
Bungalows
Distributor
Housing for baseof Pyramid
Affordable
Low RiseG+3 to G+5
Mid RiseG+6 to G+15
High RiseG+15 to G+40
Super High Rise>G+40
Township
Airport
Bridge
Highways
Expressways
Energy
Irrigation
Metro
Mining
Oil & Gas
Ports
Railways
Road: Rural & Urban
Tunnels
Education
Government Building
Hospital
Public Utility
Temple
Manufacturing
Warehouse
Precast
RMX Plant
designed by acekiller.in
CUSTOMER SEGMENTATION FOR COMMERCIAL RMX MARKET
INDIVIDUAL HOUSE BUILDER DEVELOPERS CONTRACTORS CONSULTANTS ARCHITECTS
JALIL SHAIKH
HEMANT SHUKLA
designed by acekiller.in
0
25
MotaVarachha,Sarthana,Simada
Varachha,Yogi-Chowk,Kamrej
Saroli,Punagam,Parvat-Patiya,Saniya-Hemad
Godadara,Dindoli
Udhana,Unn,Sachin,Hojiwala
25
23
18
06
14
AREA WISE SITES
designed by acekiller.in
CUSTOMER_TYPE * CONCRETE TYPE
FÞŒPŎÖ ÑǾŁPŘŐÑ Ǻ FŎŌŃǾÑPÑ PŘŐÑ FǾŎŒŒPMNÞÕMPÒŎŌ
/ ◘ĵ ■Ċ
Concrete type Total
Site mix Ready Mix Batch Plant
Customer_type Developers 72 6 2 80
Contractors 5 0 1 6
Total 77 6 3 86
designed by acekiller.in
ARCHITECTS INVOLVED*CONCRETE TYPE
Architects involved * Concrete type Crosstabulation
Count
Concrete type Total
Site mix Ready Mix Batch Plant
Architects involved Sanjay Josshi 15 3 1 19
Ashwin dobariya 11 0 0 11
Jagdish Gelani 7 0 0 7
Vistar Architects 5 0 0 5
Sanjay Panjwani 5 0 0 5
Dilip Ponkia 5 1 0 6
ARQUITECTOS 2 1 0 3
Snehal kadsala 2 0 0 2
others 25 1 2 28
Total 77 6 3 86
designed by acekiller.in
RMX TYPE
designed by acekiller.in
CONSTRUCTION TYPE
Construction type
Frequency Percent Valid Percent
Cumulative
Percent
Valid Residential 54 62.8 62.8 62.8
Commercial 28 32.6 32.6 95.3
Industrial 2 2.3 2.3 97.7
Other Building 2 2.3 2.3 100.0
Total 86 100.0 100.0
designed by acekiller.in
CONSTRUCTION STAGE
Construction Stage
Frequency Percent Valid Percent
Cumulative
Percent
Valid Design, Land Acquisition 21 24.4 24.4 24.4
Pre foundation : PCC,
Foundation : footing,
Foundation : Raft Foundation
: Piling, Plinth : Filling,
Retaining wall, Column
15 17.4 17.4 41.9
Slab 29 33.7 33.7 75.6
Shear Plaster : Internal,
Plaster : external
9 10.5 10.5 86.0
Sunken portion, Podium, Infill
wall, Floorbed, Roofing
11 12.8 12.8 98.8
other 1 1.2 1.2 100.0
Total 86 100.0 100.0
designed by acekiller.in
DISTANCE FROM THE PLANT
Distance form the site
Frequency Percent Valid Percent
Cumulative
Percent
Valid less than 8 2 2.3 2.3 2.3
between 8 and 12 19 22.1 22.1 24.4
between 12 and 15 44 51.2 51.2 75.6
between 15 and 18 12 14.0 14.0 89.5
greater than 18 9 10.5 10.5 100.0
Total 86 100.0 100.0
designed by acekiller.in
POSITIVE REVIEWS
Quality of Lafarge is good
Wide range of products
Brand is well known by bigger names in Real Estate market
Response from Lafarge employee is good for technical difculties on site
Market reach is good (90% of projects are tapped by Lafarge PSMs)
designed by acekiller.in
NEGATIVE REVIEWS
Concrete not delivered on time at 2 sites
Higher prices than competitors like JK lakshmi and Ultratech
Many developers in Mota varachha unaware of the name
designed by acekiller.in
KEY LEARNINGS
Field work is extensive so good exposure to on ground business working
Gained a good knowledge about RMC and concrete industry
Real Estate industry exposure is good
Gained self condence for on-ground sales
Developed interactive skills to derive information from customers
designed by acekiller.in
REMARK 11-05
to10-07
120+
86
29
2
designed by acekiller.in
SPECIAL THANKS TO
Mr. Pradip Savaliya
Dr. Renuka Garg
Dr. Janki Mistry
Dr. Manisha Panwala
Mr. Indranil Banerjee
Mr. Javed Shaikh
Mr. Jitendra Parihar
Mr. Atul Singh
Mr. Vishwas Khabani
Mr. Dharmesh Joshi
Mr. Neal Kansara
Department of Business and Industrial Management,Veer Narmad South Gujarat University, Surata
