Marketing Plan

1. Prepared by: Susantha Waduge
AGM – Sales & Marketing
“STRONGER WITH TIME”
Marketing Plan for FY 2016 / 2017

2. Structure of Presentation
• Situation Analysis
• SWOT Analysis
• Marketing Objectives
• Marketing Strategies
• Action Plan
• Sales Forecast
• Marketing Budget
• Evaluation

3. The Company
• 17 Years Experience
• 32000 MT storage capacity – Brands
– OPC (SLS 107) & PPC (SLS1247)
• 17% Market Share (Total Market
Volume 5.5M – MT) & PLC –
Growth Stage
• USP – Stronger with Time “28 days
Strength”
• Market – Trade and Non Trade
• Customers - End users / House
Builders / Contractors / Mega
projects / Ready – Mix Concrete Plant
Total Sales, Revenue and Growth
Year 2011 2012 2013 2014 2015
Revenue (Mn) 6293 7086 9790 9642 10315
Rev Growth 10.27% 12.60% 38.15% -1.51% 6.98%
Year 2011 2012 2013 2014 2015
Revenue (Mn) 6293 7086 9790 9642 10315
Rev Growth 10.27% 12.60% 38.15% -1.51% 6.98%

4. Direct and Indirect Competitors
Political Environment Stability and Economic
growth impact for cement market
34% Market share
USP – Building Beyond
Tomorrow
Economic Brand –
Samudra cement
14 Billion Assets & 1
Billion profit
29% Market share
USP- Strength
Performance Passion
13.3 Billion Assets &
Revenue 20150 Million
Economic Brand –
Ambuja Cement
Indirect Competition – 32 other brands
Tokyo & Holcim spent more money on TVC

5. SWOT
- 5th Largest Cement
Manufacture
- One source Operation
- 32000 MT Storage Capacity
- Supply Bag and Bulk Foam
- Short Shipping Transit
- Financially well established
Strength
Opportunity
- New Mega Projects – E.g. -:
Water Front / Port City
- New market – North & East
- Customer Duty 0 and SAPTA
Agreement
Weaknesses
- FOB is high – Cost
- Lack of R&D Process
- Unavailability of second
brand
Threat
- Price War in the market
- Holcim and Lafarge
Merges
- Price control by CAA

6. Marketing Objectives
(A) Market Share.
• Increase market share by 2% in FY 2016 / 2017
• Capture 25% market share in North and East Region
• Increase total market, 17% to 19 %
• Increase sales revenue by 35%
(B) Awareness.
• Develop brand awareness by 100% for OPC brand, build the brand
image and enhance purchase action & increase sales.
• Increase awareness by 60% for Ultratech PPC brand.
(C) Sales Objectives.
• Expecting 794 Million net profits - FY 2016 / 2017 with 8% growth
• Marketing Budget - allocation of 1.25% from last year sales revenue
• Import and distribution of UTC second brand (200,000 Bags per
month)

7. Positioning as “The Engineers Choice” Mind share of Mason Bass and the Engineers
Segment – 5 Region base on Geographically
• Colombo South
• Colombo North
• Southern
• Central
• North Central
Two New Region
• Northern
• East
Marketing Strategies
STP
Targeting – House Builders / Small Contractors / Mega Projects / RMC Plant

9. Key Features in Positioning
UTC positioned as “The Engineers choice”
• The Engineers choice, influence by Engineers.
• 28 days strength than the competitors
• Providing guarantee for results.
• Consistency of quality and once source product.
• Stronger with Times.
• Enhance durability.

10. Marketing Mix Strategies – 7 P’S
Product - Increase 02 days and 07 days strength
- Introducing of Economic Brand (Sigiri Cement)
- Increase thickness of package – 3 ply
Price - Cash / Credit purchases Rs.5/- price differences
- 45 Days credit facilities for Project customers
- Match PPC price with Indirect competition
- Economy Brand price to be matched with Indirect suppliers
- Ex – Factory prices match for distributors – Region -wise
Place - Add new 25 retailers to mega distributors
- New Distributors for North and East Region
- 4000 retailers attached to distribution network and distributors
- Distributors are responsible for availability of products
- 10 More bulk carrier to be added for Bulk transportation
- 2 More bag transporters to be added to project bag supply

11. Promotion
(A) Advertising
- New TVC to be created / Emotional appeal
- First 03 month TVC
- 12 month Radio commercial
(B) Sales Promotion
- Rs.10/- Target intensive for distributors.
- 01 free bag for each 100 bag - distributors.
- Rs.5/- discount for consumer (end users) with submission of UTC
logo from cement bag
- 21 Engineers Meet (3 each in 7 Region) - Technical team.
- 42 Meson Meet (6 each in 7 Region) - Sales team and Technical team.
- 250 new dealer board - selected retailers.
Marketing Mix Strategies – 7 P’S

12. Marketing Mix Strategies – 7 P’S
(C) Public Relation
- Sponsoring of government organization events
- Clearing Agent and Bankers Annual day outing
(D) Personal Selling
- Recruit new sales staff for Northern and East Region
(E) Direct Marketing
- Distribution of product specification and company profile
- Brochures and direct mail
Process - ISO and OHSAS safety procedures / Standard weigh bridge system
People - Attitudes, Commitment, Courtesy, Professionalism, Integrity,
skill and competence, recruit new staff & training
Physical Evidence - Wall paint, distribute of Umbrella, T-shirts and caps with UTC logo

13. Action Plan Month from 1st April 2016 to 31st March 2017
Task Responsibility 4 5 6 7 8 9 10 11 12 1 2 3
Approval taking from CEO GM - Marketing
Setting KPI GM – Marketing / AGM &
RSM
Establish 250 Dealer boards / Broaches
Bill Board
AGM – Sales / RSM
Agreement with media GM - Marketing
Imports & Distribution of second brand GM – Marketing / HOD –
Plant / Distribution
Plant Modification HOD Plant Operation
Transport rates Negotiation /
New Transporters and Rebate Scheme
GM - Finance / Marketing
42 Meson meets ASM / SE
21 Engineers meets AGM – Technical and
Executives
Sales review meeting GM / AGM / RSM / ASM
Evaluation and review MP CEO / GM / AGM
Marketing & Finance

14. Sales Forecast
Budgeted Qty (MT) = 1,000,000.00

15. Budget for FY 2016 / 2017
Description (In Rs) Notes
Amount
Sales Revenue 14,000,000,000.00 1
(-) Cost of Sales 12,600,000,000.00
Gross Profit 1,400,000,000.00
Expenditures
(-) Marketing Expenses 128,937,500.00 2
(-) Administration Cost 112,000,000.00 5
(-) Finance expenses 56,000,000.00 6
296,937,500.00
Profit from operating 1,159,062,500.00
Profit Before Tax 1,103,062,500.00
(-) Income Tax 308,857,500.00
Profit for the year After Tax 794,205,000.00

16. Summary of Marketing Expenses
Description Amount Notes
Promotional Discount 20,000,000.00 3
Sales & Distribution Cost 30,000,000.00 3
Sales Commission 5,040,000.00 3
Sales Promotion - 1 (Engineers Meet) 5,250,000.00 4
Sales Promotion - 2 (Mason Meet) 6,300,000.00 4
Consumer Promotion 7,000,000.00 4
Advertising Concept & Designing Cost 1,000,000.00
Production Cost (TV/Radio) 4,000,000.00
Media Scheduling Cost 45,000,000.00
Other Marketing Expenses 5,347,500.00
Total Marketing Expenses 128,937,500.00

17. Note Description
1 Selling price @ Rs.14,000/- per MT (budgeted 1,000,000 MT) and cost of
sale is 90% of total revenue.
2 Allocation of 1.25% of Total revenue of Finance Year 2015 / 2016. As per
group policy allocated 50 million for TV & Radio advertising.
3 Promotional discount - Rs10/- per bag with target achievements and cash
discount.
Sales & Distribution – Included rebate for transportations.
Sales commission – For Sales Managers and Executives.
4 Engineers Meet – 21 (Rs.250,00/- per meet)
Mason Meet – 42 (Rs.150,000/- per meet)
Consumer promotion – Rs.5/- each logo submission.
5 Allocated 8% from gross profit for Administrations expenses.
6 Allocated 4% from gross profit for Finance expenses.
Financial Notes

18. - Monthly
- Quarterly
- Semi annually
- Annually
Marketing plan
Objectives/Strategy/Action plan
Set Performance indicators
Collect performance details
Compare performance
Deviations
Yes
No
Correction
Actions
Continuing
Monitoring and Evaluations
Monthly Sales Report / Territory & Region –
wise comparison, Sales Meeting

19. The End
Thank You
Questions - ?