It is vacation again and i am idle at home just to kill some time i was thinking about the construction industry in India
In India construction industry is organized to a very low extent and that too in the few class I cities. The majority of construction now a days is taking place in the smaller cities and villages, if the industry has to grow really fast it will have to integrate the rural and class II , III and IV cities in its activities.
So the question is how to penetrate into these markets where the sector is dominated by the local contractors and builders who are trusted by the people but often cheat them inspite of this trust by costly and poor quality construction.
The first step in the move could be the ready-mix concrete, most individuals in the smaller cities know that they are being cheated by the contractors on quality grounds, thanks to the media which regularly reports construction scams in govt. contracts, but they have no choice as the larger companies are reluctant to enter the stream leaving hardly any choice for them. The ready-mix concrete can capitalize on this by an Advertising campaign questioning -- "Do u trust your local contractor's skills in mixing the cement ?? dose he make a proper mix?? Is he compromising on your safety??......... Ask him to use ready-mix concrete only, mix made by international standards .. ... no cracks.... no leakages.... a safe secure dream home"
Such a campaign might work extreamly well in the small cities where every one (the growing middle class) is trying to build his dream home. Providing the companies a gateway to the large rural and small cities market. Once the people trust the ready mix concrete they will be addicted to its quality , time saving and clean procedure and the cement industry can expand at a faster rate. The ready mix can also compete with the on site mix on pricing owing to its large scale and fast work.----- get your moulds ready and we will be there to finish the concreting in just a few hours... Such a design would be good for both the ready-mix industry as well as public as they will get better quality and prices. Moreover the bad quality woes in the smaller cities govt. contracts can be minimized leading to a healthier infrastructure and rapid growth.
In India construction industry is organized to a very low extent and that too in the few class I cities. The majority of construction now a days is taking place in the smaller cities and villages, if the industry has to grow really fast it will have to integrate the rural and class II , III and IV cities in its activities.
So the question is how to penetrate into these markets where the sector is dominated by the local contractors and builders who are trusted by the people but often cheat them inspite of this trust by costly and poor quality construction.
The first step in the move could be the ready-mix concrete, most individuals in the smaller cities know that they are being cheated by the contractors on quality grounds, thanks to the media which regularly reports construction scams in govt. contracts, but they have no choice as the larger companies are reluctant to enter the stream leaving hardly any choice for them. The ready-mix concrete can capitalize on this by an Advertising campaign questioning -- "Do u trust your local contractor's skills in mixing the cement ?? dose he make a proper mix?? Is he compromising on your safety??......... Ask him to use ready-mix concrete only, mix made by international standards .. ... no cracks.... no leakages.... a safe secure dream home"
Such a campaign might work extreamly well in the small cities where every one (the growing middle class) is trying to build his dream home. Providing the companies a gateway to the large rural and small cities market. Once the people trust the ready mix concrete they will be addicted to its quality , time saving and clean procedure and the cement industry can expand at a faster rate. The ready mix can also compete with the on site mix on pricing owing to its large scale and fast work.----- get your moulds ready and we will be there to finish the concreting in just a few hours... Such a design would be good for both the ready-mix industry as well as public as they will get better quality and prices. Moreover the bad quality woes in the smaller cities govt. contracts can be minimized leading to a healthier infrastructure and rapid growth.
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