IMC

1. IMC Strategy Of
Premier Cement
SUBMITTED BY-
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: 6%
 Employees: 700+
 Factory: West Muktarpur, Munshiganj
 Product Type: 2
 Product Name: OPC (Ordinary Portland Cement)
PPC(Portland Composite Cement)
 Package: 50 Kg Bags

3. SWOT Analysis
Strength Weakness
•Well established management
• Effective quality control policy and quality
cement
• High R & D resources and cost efficient
production management
• Strong logistic support with own mother
vessel and inner vessel
• Perfect factory location; large riverfront
and own jetty
• Own power supply plant
• Effective sales team and channel support
• Market share is low in compare to the
company target
• Distribution set up is not covers the whole
country
• Level of marketing program is very low
• Poor brand image and customer relations
• Management practice is very traditional

4. SWOT Analysis
Opportunity Weakness
• Opportunity for export in the developing
countries
• People are becoming conscious in
purchasing local brand cement
• Infrastructural work are increasing day by
day
• As the cities going towards urbanization
so great potential for growth and
profitability in this industry
• Multinational competitors and intense
competition between the local producers
• Political instability in the country
• Transportation cost and other cost are
increasing rapidly cause of high inflation in
the market.

5. 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

6. Advertising

7. 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

8. 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)

9. 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

10. 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

11. 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