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Construction Building Materials ty au
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ADVERTISING ENGAGEMENT MARKETING A
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Brand Development, Campaign, Consumer Activation and
V
Digital Engagement
irtual eyes is a creative agency with a equal leverage to Advertising and Engagement Marketing , in short we make sure your brand is seen, heard and felt and create a buzz in the market. We’re a boutique but we’re perfectly in shape and put together a good fight both offline and online i.e. advertising, film, design, events, digital, experiential, and every other skill in our armory, to help our clients ,connecting consumers with their brand proposition and business beliefs.
PRECAST Hardscape uty a e B o Scape T
Scape To Beauty
NEW BRAND LAUNCH NEW BRAND IDENTITY CAMPAIGN COLLATERAL DESIGNING A well established group into building materials forayed into manufacturing of pavers and blocks. A fully mechanized and functional unit was established in the state of Rajasthan to manufacture multiple types of Blocks and Pavers used in Building construction and Landscaping.
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Key Issues Brand had to be built from scratch Complete new identity had to be designed for the new brand Huge collateral designing work had to be executed, which would represent each product under the brand
Statergy A new brand was conceptualized and created by the name of ‘Pavcon’ Complete new identity for the brand was created as logo, color, tag line etc. Huge amount of collateral designing was undertaken, about 12 different brochures, leaflets were designed for products under the brand. All the designing work had to be completed as per the fixed time line. Entire content had to be collated and arranged for the brochures. Launch of the brand was supported with print campaign into newspaper and B2B magazines
POSITIVE RESULTS
New brand was SUCCESSFULLY
Entire collateral DESIGNING
LAUNCHED in the market
WAS COMPLETED in a time bound manner
PRINT CAMPAIGN
POP/POS
In-shop displays
DIGITAL
Campaign
PAVERS
OVERVIEW From the
TOUGHEST APPLICATION
of infrastructural applications like Roads and
Highways, Ports, Container Yards, Warehouses, Industrial application etc. on one hand, to the VALUE
ADDED PAVING surfaces for internal roads of real estate developments to
all sorts of HARDSCAPED
SURFACES on the other,
pavers offer excellent options in terms CONCRETE BLOCKS
of strength, shapes, sizes colours etc. SOLID & HOLLOW
www.pavcon.com Pavers
| Blocks |
Precast | Fly ash Bricks
PVC PIPES
PREMIER GROUP
PREMIER GROUP
ESCALATING
2 DECADES OF A BRILLIANT 1995
COMMITMENT
ACHIEVEMENT
The very first unit of Premier Group was
2004
“Premier Alloys Ltd.” which is located at
of of “Premier Metcast Ltd” , a backward inte-
Malwan U.P.S.I.D.C. industrial area of District
gration into MS ingot at Jainpur, Kanpur
Fatehpur (U.P.).on NH -2.
Dehat infront of Premier Ispat. Similarly back-
1999 The second unit of the group was “Premier Ispat ltd.” started its production which is located at Jainpur , Kanpur Dehat, U.P.
2004The third unit of group “Premier Bars Pvt. Ltd.” was set up at Bagru RIICO Industrial Area
Incepted under the visionary leadership
The same year saw the establishment
ward integration was done in Jaipur in Rajast-
of Late Shri Pawan Kumar Jain.
K OC
S
BLOCKS,
organic & Inorganic model to grow.
BRICKS.
A leading conglomerate with exposure in Steel Long products, PVC Pipes and Steel Pipes.
O &H
S for Manufacturing GI & MS pipes.
cks
ers
Pav
2013 Foray Into Manufacturing of Concrete Hardscaping
products
pavers,
pre-cast,
blocks and fly ash bricks under the brand name PAVECON.
om
n.c
vco
a w.p
ww
of Jaipur, Rajasthan on Jaipur-Ajmer Highway no.-8.
100 % YOY growth and adopting both
over 2009 Premier STEEL PIPES was bought LID
O
Rs. 1000 crore. Company’s has Forayed into PAVERS,
L B “Premier Bars Pvt. Ltd”. TE E CR N 2008 Premier PVC COPipes was operational. LLOW han a furnance was set up in same unit of
Combined Group Turnover of
lo | B
|
Pre
c
ast
ly | F
s
rick
B ash
PRECAST
and
FLY
ASH
www.pavcon.in
From the
TOUGHEST APPLICATION
of infrastructural applications like Roads and
Highways, Ports, Container Yards, Warehouses, Industrial application etc. on one hand, to the VALUE
ADDED PAVING surfaces for internal roads of real estate developments to
all sorts of HARDSCAPED
SURFACES on the other,
pavers offer excellent options in terms
of strength, shapes, sizes colours etc.
E-BROCHURE
www.pavcon.com
TECHNICAL COMPARISON
HIGH QUALITY ATTRIBUTES
FLY ASH BRICKS vs RED BRICKS
PARTICULARS
CONVENTIONAL RED BRICKS
FLYASH BRICKS
STRENGTH
40-65 kg/cm2
70-120 kg/cm2
SHAPE & SIZE
NON UNIFORM & IRREGULAR
UNIFORM & REGULAR
WATER ABSORPTION
30-35 %
6-12 %
BREAKAGE / WAST AGE
8-10%
3-4 %
MORTAR CONSUMPTION
HIGH
DENSITY
1500-1700 Kg/m3
Low
NOS. OF BRICKS FOR100 SQ.FT. WALL OF 9” THICK
1100 NOS
925 NOS.
MORTAR JOINT THICKNESS
15 – 18 MM
8 – 10 MM
PLASTER THICKNESS
15 – 20 MM
10 – 12 MM
1800 Kg/m3
*Standard rate chart for Fly ash bricks is applicable as per PWD Rajasthan.
Pavcon Fly Ash Bricks are
Fly ash is having ceramic properties
manufactured using thermal power
and
pozzalanic
properties.
These
properties help to get superior quality and gypsum.
bricks. These properties help during building construction.
ATTRIBUTES • High strength with practically no breakage during transport and use.
Sizes Details
TECHNICAL [4"] :- 230 x 110 x 75 mm COMPARISON FLY ASH BRICKS vs RED BRICKS
4” FLYASH BRICKS • Lighter in weight and yet with higher compressive PARTICULARS STRENGTH strength as compared to red bricks. • Less porus and hence reduce water seepage.
2 7.5N/mm CONVENTIONAL RED BRICKS
FLYASH BRICKS
STRENGTH
Length
Width
40-65 kg/cm2
Height
70-120 kg/cm2
SHAPE & SIZE
230
75
NON UNIFORM & IRREGULAR
110
UNIFORM & REGULAR
WATER ABSORPTION
30-35 %
6-12 %
BREAKAGE / WAST AGE
8-10%
MORTAR CONSUMPTION
HIGH
DENSITY
1500-1700 Kg/m3
NOS. OF BRICKS FOR100 SQ.FT. WALL OF 9” THICK
1100 NOS
MORTAR JOINT THICKNESS
15 – 18 MM
8 – 10 MM
PLASTER THICKNESS
15 – 20 MM
10 – 12 MM
Average Gross Density =1800 Kg/m
• High compressive strength. • Reduce environment pollution.
www.pavcon.in
3
3-4 % Low 1800 Kg/m3 925 NOS.
www.pavcon.com
*Standard rate chart for Fly ash bricks is applicable as per PWD Rajasthan.
Pavers
| Blocks |
Precast | Fly ash Bricks
www.pavcon.in
Cement concrete hollow blocks are modern construction materials and as such are used in all the constructions viz. residential, commercial and industrial building constructions. The demand for this product is always high in all cities and other urban centers due to construction of residential apartments, commercial buildings and industrial buildings.
www.pavcon.in
CONCRETE BLOCKS www.pavcon.in
BIS CERTIFICATION IS 2185: 2005
Ideal for strong, reinforced walls for quick AS PER BIS CERTIFICATION (IS 2185:2005) ( Clause construction and Economical PVC Application.
Pavcon Hollow blocks are manufactured from Class 2 aggregates and consist of up to 30% recycled raw material.
HOLLOW BLOCKS
PIPES
www.pavcon.in
Type
Grade
PHYSICAL REQUIREMENTS
Density Of Block kg/m3
A(3.5) Hollow (open and closed cavity) load bearing unit
A(4.5) A(5.5) A(7.0)
Minimum Average Compressive Streng Of Units N/mm2 3.5
Not less than1500
4.5 5.5 7.0
www.pavcon.in
www.pavcon.in
INDUSTRIAL SCENARIO OF PRECAST
INDIA demand to rise 6.1% annually through 2015
PRECAST
INDIA demand for precast concrete products is forecast to rise 6.1 percent annually to $11.3 billion in 2015. Residential market to be fastest growingÂ
Special Features & Product Descriptation
The residential precast concrete products market is projected to see 9.3 percent annual growth through 2015.
Non-residential market to remain largest segment
KERBSTONE (Standard & Close Growth will be driven by rebounding construction spending, especially in the office,textured Finish) commercial and institutional markets, where precastTransverse concrete products of N/mm2 Strength are ease 15-25 installation, consistent product quality and long life span.
KERBSTONE P
Length
Width
Height
600
150
300
Per Kerb Weight (kg)*
58.0
BUNDLING DETAILS :
www.pavcon.in
Size in mm
Weight of Kerb www.pavcon.in
600 X 300 X 150
58 Kg
Kerbs / Bundle
Bundles / Truck
Kerbs / Truck
24
10
240
KERBS STONE
APPLICATIONS Usage for Kerbstone :
Heavily trafficked areas Extra strength to the edges of the carriageway
600 X 300
Transverse Strength Weight - 65kg
PAVERS Contemporary style.
SUMMER FRIENDLY Transform your outdoor walkways.
Do not get soft or deform
Multiple combinations with color blends.
www.pavcon.in
EFFECTIVE USES Public Roads
Warehouses
Parkings
Foot-paths
Building Compounds
Garage
Basements
Swimming pools
Side-Ways
PAVERS
SPECIAL FEATURES
Cost-competitive Pedestrian friendly Assist in Rainwater harvesting Easy to clean and maintain Contribute to ground water recharge HOLLAND PAVERS (RECTANGULAR & SQUARE)
STRENGTH
ADVANTAGES OF HOLLAND PAVERS Contemporary style.
Transform your outdoor walkways. www.pavcon.in
Multiple combinations with color blends. Contemporary color blends or shot-blasted effect.
30-50 N/mm2
Length (mm) 100 200 200 200
Width (mm) 100 200 100 100
Spacer
1.5 mm
SQUARE Colour Options
100/200X100/200 X 60
Height (mm) 60 60 60 100
RECTANGLUAR 100 X 200 X 60/100
www.pavcon.in
MARKET OVERVIEW & BIS CERTIFICATION IS 2185: 2005
CONCRETE BLOCKS
• The construction industry has contributed an
• Infrastructure to the tune of about 14,50,000
estimated 670,778 crore to the national GDP in
crore or US$320 billion during the 11th Five Year
2011-12 (a share of around 8%). Majority
of
such
projects
Plan period.
are
still
being
The large projects comprising of Townships,Mass
constructed using the conventional methods.
Housings, IT/ITES parks and SEZs’ are of common
Thus the inherent advantage that these projects
occurrence these days and will only grow exponentially in the near future.
turnover remain unexploited.
AS PER BIS CERTIFICATION (IS 2185:2005) ( Clauses 4.1, 4.2 and 8.4 )
APPLICATIONS
PHYSICAL REQUIREMENTS Type
Soild load bearing unit
SOLID BlOCK
Grade
A(5.0) A(4.0)
Density Of Block
Minimum Average Compressive Strength Of Units
Minimum Strength Of Individual Units
kg/m3
N/mm2
N/mm2
5.0
4.0
Not less than 1800
3.2
4.0
Inner & outer leaf of external cavity walls over 3 storeys.
PAVCON SOLID BLOCKS ADHERES TO BIS 2185 : 2005
Internal partition walls.
www.pavcon.in
Foundations.
www.pavcon.in
Circular Fire Pit. Pavers
| Blocks |
Precast | Fly ash Bricks
Acoustic separating party walls and Robust Details. Garden Wall. Garden Planters. Retaining Wall. Steps.
OOH
Brand Strategy & Development, Brand Repositioning Communications, ATL Campaign An established player in plastic water storage tanks & PVC pipes with six manufacturing units acrossIndia was crippled with the problem of low recall value of brand Virtual Eyes wasroped in to repositioning the brand and to increase the recall value of brand so it can take head on competition with the leaders of the plastic tank market.
Key Issues Repositioning the brand to target a wide consumers base and to increases the recall value A communication based on emotional connect had to be adopted instead of a product centric approach. Selection of most appropriate ATL media to effectively deliver the brand message to the right TG. The campaign should target consumers across segments
Statergy A year long campaign was conceived and executed around thenew brand communicationline “Meri Zindagi Ki Waterline�. The campaign was executed primarily through Outdoor (OOH) and well supported by Print & Radio in 5 states of North India. Creatives ideated and executed were unique and sharp in their deliverance of the core message, never seen before in the product category Complete PoS collaterals were redesigned as per the new communication line. A total budget outlay of INR 3Cr. was handled.
POSITIVE RESULTS
Was able to cut across other
REGIONAL AND LOCAL BRANDS AND SUCCESSFULLY repositioned the brand. Recall of the BRAND INCREASED
Brand entered in to new markets with in one year of the campaign and INCREASE ITS MARKET SHARE TO ABOUT ADDITIONAL 25% Revenues from existing markets rose to 40%.
Print Campaign
OOH
www.pavcon.com Pavers
| Blocks |
Precast | Fly ash Bricks
APL APOLLO Brand Visual
closed cavity) load bearing unit
A(1.5)
Less than 1500 but not less than 1000
1.5
1.2
PAVCON HOLLOW BLOCKS ADHERES TO BIS 2185 : 2005
www.pavcon.in
Print Media
Brochure Design
www.pavcon
Premier Group had opened a new manufacturing unit to manufacture 12 thousand MT of PVC Pipe Annually -
It was a new market for the company with no market share at all. There were 4-5 National Level and Regional players including Astral, supreme, Prince and other regional players who had majority of market share.
Key Issues To generate substantial sales with in 2 yrs so that company starts breaking even and utilizes its 75% of its installed capacity To establish a completely new brand in a new area and defne its brand positioning Identification and formation of distributor and dealer network in Uttar Pradesh To make sure that company sells its product through organized retail market.
Statergy Marketing and sales exercise was integrated and entire campaign was strategized which was to be executed in time bound duration Name of the IMC campaign - "Paani Jeewan Ki Dhara" Market Segment - B2B, B2C Time Frame - 12 Frames Geographical Area - Entire Uttar Pradesh Plan of Action - An integrated plan under the concept of IMC (Integrated Marketing Campaign) of ATL and BTL marketing was strategized and implemented after understanding the market conditions and a brief competitor analysis in Uttar Pradesh Target Group a). Trade Community - Distributors, Dealers and Retailers b). Key influence group - Architects, Plumbers c). Retail End consumer - Urban and rural Male of tier 2 and tier 3 towns of age group 40+ across U.P
POSITIVE RESULTS
Total of 51 Districts were covered under marketing program
COVERED UNDER MARKETING PROGRAM Face to face meeting with total 168 Dealers
Appointment of total 22 Authorized Dealers
Touched total 375 ratailers across uttar pradesh. With in 2 yrs company was
UTILIZING 80% OF ITS INSTALLED CAPACITY
Print Campaign
Gurgaon,
Gurg G
OOH
n, aon, Gurgaon, rgaon, on,
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ADVERTISING ENGAGEMENT MARKETING A
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