Introduction:

Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage.

Coverage/ Methodology:

The cement industry is very dynamic and competition is fierce. Maintaining and enhancing ones presence in the market is becoming increasingly tricky. There is a need for increased market orientation as:

• Cement is slowly becoming a branded item rather than a commodity.
• Brand building is essential for both pull and push.
• There is a need to be proactive.
• Need for techno-marketing.
• Need to produce “What you can sell” as competition is ever increasing.
• Every region has its own market dynamics and it is important to understand the geographic diversity.

In today’s world, a well defined market strategy is a necessity for every cement company.

The following are critical to derive Market Strategy:

• Market Characteristics Study: Product type, price, packaging, seasonality, future trends, branding, advertising & promotion, etc.
• Competitor Study: Competition intensity, demand-supply gap, competitiveness analysis, current and envisaged future strategies of competitors, etc.
• Study of Customer Needs, Behaviour & Perceptions: Customer segmentation, brand awareness, product preferences and applications, packaging needs, buying behaviour and influencers, etc.
• Study of Channel Needs, Behavior & Perceptions: Channel margins, logistic requirements, geographic coverage, selling behaviour and influencers, etc.

Holtec integrates the basic elements of the market strategy determination process.

Benefits:

It helps in increasing the market share and achieving sustainable competitive advantage.