MARKETING

ASAD ASHFAQ

ABDUL REHMAN

ATEELA GHOURA

AAMIR JAVED

ALI SHEHRYAR

Need of Our Product

• In Pakistan a typical 10 Marla double storyhouse contains about 1 lakh BRICKS, andeach brick costs its customer about 7-9rupee. While the Clay brick manufacturersclaim that in the coming 2-3 years each brickwill cost up to rupees 12, which is huge andunaffordable for majority of PakistaniPopulation. Clay brick production also causessoil erosion

• Two Indians have invented a climate friendlytechnology that produces bricks without usingany coal whatsoever. The new flu ash bricktechnology has the potential to completelyeliminate carbon emissions from indies largebrick-making industry which burns hugeamount of coal and emits millions of tons ofcarbon dioxide each year.

INTRODUCTION

• Fly Ash bricks are made of fly ash, lime, gypsum and sand.These can be extensively used in all building constructionalactivities. Since fly ash is being accumulated as wastematerial in large quantity near thermal power plantsand creating serious environmental pollution problems,its utilization as main raw material in the manufacture ofbricks will help in environmental pollution. In view ofsuperior quality and eco-friendly nature, and governmentsupport the demand for Fly Ash Bricks has picked up.

• They are 28% lighter than normal clay bricks and possesscompressive strength higher than 40Mpa far than normalbricks. They’re cheaper and eliminates the need ofplastering because of fine finish and can reduce highconstruction cost and soil erosion.

Market demand

• country consumes about 180 billion tonnes bricks,exhausting approximately 340 billion tonnes of clay everyyear

• about 5000 acres of top soil land is made unfertile for along period.

• Government is seriously concerned over soil erosion forproduction of massive quantities of bricks, in thebackground of enormous housing needs.

• Enormous quantities of fly ash is available in and aroundthermal power stations in all the states.

• The demand of bricks could be met by establishing smallunits near thermal power stations and to meet the localdemand with less transportation costs.

Manufacturing

• Fly Ash Bricks are manufactured in the same manner, as Clay Bricks are manufactured. Only difference between the two processes is the basic raw material.

Manufacturing process

ADVANTAGES

• Due to high strength, practically no breakage during transport and use.

• Due to lower water penetration seepage of water through bricks is considerably reduced.

• Gypsum plaster (plaster of Paris) can be directly applied on these bricks without a backing coat of lime plaster.

• These bricks do not require soaking in water for 24 hours. Sprinkling of water before use is enough.

Geographical advantages

• The area is rich with coal content and has a large number of mixed industries using coal as fuel. Hence, large amount of fly ash is produced.

• The Location helps is acquiring of raw material which is basically Fly Ash, at a cheaper cost.

• Main advantage is the absence of the competitors in the area, the are has no manufacturers of Fly ash bricks.

• Land is available in cast and abundance and with government help, the task gets easier.

• The construction business is booming is Peshawar and is expected to grow more with passage of time

Economical advantage

• Currently, the demand for bricks is very high from its supply.

• Demand and supply gap is around 250 billion bricks per annum.

• Raw materials used for regular red brick is limited.

• In Pakistan, the annual production of Flu Ash can result in manufacturing 780 billion bricks.

DISADVANTAGES

• Mechanical bonding strength is weak. But this can be rectified by adding marble waste.

• Limitation of size. Only modular size can be produced. Large size will have more breakages.

Pricing and Promotional Strategy

• Penetration price of Rs. 3.25 per brick for the first 2 years and then concession to high end buyers.

• Aggressive Selling

• Publicity

• Ads on Tv, banners, newspaper.

• Trade Promotion

• Large volume of sales to the government

• Seeking government help in publicity

Current market Scenario

• Market is dominated by clay bricks.

• Fly Ash bricks is a new product to the market.

• Niche market

• Use of brick results in saving almost 37% in the construction cost

STP strategy

• Segmentation :

• Based on the geographic location .

- As the plant is located in Warsak road, we will first try to capture the local market and then move to the neighboring cities.

• Based on Demographic Location

- It will help greatly determining the target customers.

Targeting & Positioning

Targeting

builders architects governmentconsultants

Comparison

Normal Clay Bricks

• Light Binding

• Color vary

• Irregular shape

• More weight

• Compressive strength:

--35 kgs/sqcm.

• Water absorption :

-20-25 %

• Wastage during transit

– Upto 10 %

Fly Ash Bricks

• Dense binding

• Uniform color

• Uniform shape

• Light weight

• Compressive strength:

--100 kgs/sqcm.

• Water absorption :

-- 6-12 %

• Wastage during transit– Less than 2%