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Fibre Cement Sheets
A Marketing Perspective

Fibre Cement Sheets
A Marketing Perspective

1. Introduction
Fibre Cement Sheets (FCS) account for around 11% of the roofing market in India. Valued at around INR 39 Billion, this industry segment is expected to clock growth rates of about 8 to 10 % [1]. The industry follows an oligopoly market structure and hence the players have similar pricing and limited brand premium. The big 4 in this industry, (viz Everest Industries Limited, Hyderabad Industries Limited, Ramco Industries Limited and Visaka Industries Ltd.,) cover about 70% of the market capacity. a. Growth Drivers
Along with the growth in the overall roofing market, the Fibre Cement Sheet market is growing on count of the following factors: a) Increased Income in rural areas: gradual shift from thatched roof. b) Growing government impetus for affordable rural housing c) Advancements in technology, making it a viable alternative to traditional housing material like clay tiles. d) Increasing warehousing requirements in urban, semi-urban centers. e) Increasing urbanization of India, as shown by the rapid increase in the number of towns. (Census towns in India grew from 1362 in 2001 to 3894 in 2011.)

2. Segmentation
Though FCS was primarily used for industrial purposes, increase in the production volume, along with ease of access has transformed this into a retail product. The users for FCS can be grouped as per their common needs, as outlined below: Figure 1: FCS Roofing Solutions: User We have identified the following pen-profiles based on degree of need and their sensitivity to costs. Segmentation Model | Pen Profile Name | Description | Rural User, planning to move from kuccha roofing to a more reliable one | Rampal Singh | He is someone with modest aspirations and limited means. Wants to get away from the pain of rebuilding his thatched roof every year. | Semi-Urban user(Census Town) | Mahesh Jadhav | The face of the rapid urbanization of India. He is a user who is trying to get out of the village and make a space for himself in the city. | Urban Migrant | Raju | A struggler, who has made it to the city, but is trying to make it big. For now, he is trying to make ends meet. | Urban User | Pravin Gaikwad | He is a migrant who has found his footing in the city. He will eventually become a non-user. | Urban User (Large Volume player) | Brijesh Bhai | A contractor, he uses FCS for his temporary requirements during construction projects and also encourages his architect to use some of these sheets on projects like industrial warehousing and government contracts for shelters. | * RURAL USER
DEMOGRAPHIC:
Age: 35-49
Family: 4 (Wife, Son, daughter)
Gender: Male
Income: PCME 400-550
Occupation: Daily based earning – skilled/unskilled
Education: Till 4th grade
SEC: R4

DEMOGRAPHIC:
Age: 35-49
Family: 4 (Wife, Son, daughter)
Gender: Male
Income: PCME 400-550
Occupation: Daily based earning – skilled/unskilled
Education: Till 4th grade
SEC: R4

GEOGRAPHIC:
Region: Middle/Eastern India
City:
Area: Rural
GEOGRAPHIC:
Region: Middle/Eastern India
City:
Area: Rural
PSYCHOGRAPHIC:
Lifestyle: Maker, Low resource, casual labor
Personality: Hardworking

PSYCHOGRAPHIC:
Lifestyle: Maker, Low resource, casual labor
Personality: Hardworking

RAMPAL SINGH
(SOLE BreADWINNER)

FUNCTIONAL/OTHERS:
Assets: NA
Money Management: NA
Work Place: NA

FUNCTIONAL/OTHERS:
Assets: NA
Money Management: NA
Work Place: NA

BEHAVIORAL:
Occasions: One time buyer, before rain or new house
Requirement: Need based
User Status: First time user
Usage Rate: Light – one time
Loyalty status: Switchers
Readiness stage: Intending to buy (stays in kuccha house)
Attitude: Positive (as long as it is cheap)
Interests: Earning income

BEHAVIORAL:
Occasions: One time buyer, before rain or new house
Requirement: Need based
User Status: First time user
Usage Rate: Light – one time
Loyalty status: Switchers
Readiness stage: Intending to buy (stays in kuccha house)
Attitude: Positive (as long as it is cheap)
Interests: Earning income

35 - 45 Years Male guardian of family earning livelihood to support family of 4-5 members, belonging to lower socio-economic strata of sub-urban and rural area. Responsible person working hard to ensure safety and well-being of family in face of limited resources and increasing demands. * RURAL USERDEMOGRAPHIC:
Age: 50-60
Family: 12 (Wife,4 Sons,2 Daughter in law, 4 Grandson)
Gender: Male
Income: Low
Occupation: Convention center owner
Education: Till 4th grade
SEC: R3

DEMOGRAPHIC:
Age: 50-60
Family: 12 (Wife,4 Sons,2 Daughter in law, 4 Grandson)
Gender: Male
Income: Low
Occupation: Convention center owner
Education: Till 4th grade
SEC: R3

GEOGRAPHIC:
Region: South
City: Sedam, Karnataka
Area: Rural
GEOGRAPHIC:
Region: South
City: Sedam, Karnataka
Area: Rural

PSYCHOGRAPHIC:
Lifestyle: Thinker, Culture oriented
Personality: Authoritarian, Patriarchal

PSYCHOGRAPHIC:
Lifestyle: Thinker, Culture oriented
Personality: Authoritarian, Patriarchal

Manjunath gowda
(Mantapa Owner)

BEHAVIORAL:
Occasions: For Expansion
Requirement: Benefits based
User Status: Regular
Usage Rate: Heavy
Loyalty status: Split Loyals
Readiness stage: Regular & Informed
Attitude: Positive, Cost Conscious
Interests: Social, Family oriented

BEHAVIORAL:
Occasions: For Expansion
Requirement: Benefits based
User Status: Regular
Usage Rate: Heavy
Loyalty status: Split Loyals
Readiness stage: Regular & Informed
Attitude: Positive, Cost Conscious
Interests: Social, Family oriented

A class 4 dropout, Manjunath is one of the richest man in his village. With a lot of ancestral property Manjunath also owns the only community center/marriage hall and a couple of shops in the village. A miser at heart, he is always about minimizing costs.
FUNCTIONAL/OTHERS:
Assets: Ancestral Land, Few Shops, Convention Centre owner
Money Management: Self-Managed
Work Place: None, Works from Home

FUNCTIONAL/OTHERS:
Assets: Ancestral Land, Few Shops, Convention Centre owner
Money Management: Self-Managed
Work Place: None, Works from Home

* SEMI URBAN USER
DEMOGRAPHIC:
Age: 25-30
Family: 3 (Wife, 1 daughter)
Gender: Male
Income: Low
Occupation: Vegetable Vendor
Education: Till 10th grade
SEC: B2

DEMOGRAPHIC:
Age: 25-30
Family: 3 (Wife, 1 daughter)
Gender: Male
Income: Low
Occupation: Vegetable Vendor
Education: Till 10th grade
SEC: B2

PSYCHOGRAPHIC:
Lifestyle: Low resources-Maker,
Personality: Work focused, Customer oriented, Hardworking

PSYCHOGRAPHIC:
Lifestyle: Low resources-Maker,
Personality: Work focused, Customer oriented, Hardworking

GEOGRAPHIC:
Region: West
City: Khopoli, Raigad District
Area: Urban
GEOGRAPHIC:
Region: West
City: Khopoli, Raigad District
Area: Urban

Mahesh Jadhav
BEHAVIORAL:
Occasions: While setting up a new shop or repairing before rains.
Requirement: Need Based. Cheap alternative should last till he has enough money for a more permanent solution.
User Status: First-User
Usage Rate: Light
Loyalty status: Switcher- isn’t bothered about the brand.
Readiness stage: Informed
Attitude: Positive
Interests: Spending time with family

BEHAVIORAL:
Occasions: While setting up a new shop or repairing before rains.
Requirement: Need Based. Cheap alternative should last till he has enough money for a more permanent solution.
User Status: First-User
Usage Rate: Light
Loyalty status: Switcher- isn’t bothered about the brand.
Readiness stage: Informed
Attitude: Positive
Interests: Spending time with family

(Mahesh)

FUNCTIONAL/OTHERS:
Assets: NIL
Money Management: Self
Work Place: Shack

FUNCTIONAL/OTHERS:
Assets: NIL
Money Management: Self
Work Place: Shack

Mahesh sells vegetables from the small shack he owns outside Khopoli. He could not complete his studies after 10th and moved to the city to stay with his uncle. He is hard working and believes in planning for a better future. * GEOGRAPHIC:
Region: Any (Not in Orissa, AP, WB)
City: Any
Area: NA
GEOGRAPHIC:
Region: Any (Not in Orissa, AP, WB)
City: Any
Area: NA
DEMOGRAPHIC:
Age: 18-25
Family: 2 (Wife)
Gender: Male
Income: Low
Occupation: Daily Worker
Education: Till 9th grade
SEC: E1 (Unskilled)

DEMOGRAPHIC:
Age: 18-25
Family: 2 (Wife)
Gender: Male
Income: Low
Occupation: Daily Worker
Education: Till 9th grade
SEC: E1 (Unskilled)

URBAN MIGRANT
PSYCHOGRAPHIC:
Lifestyle: Makers, Low resources
Personality: Hardworking

PSYCHOGRAPHIC:
Lifestyle: Makers, Low resources
Personality: Hardworking

RAJU
BEHAVIORAL:
Occasions: One time buyer
Requirement: Need Low Cost
User Status: First time user
Usage Rate: Light
Loyalty status: Switchers
Readiness stage: Intending to buy
Attitude: Positive (as long as it is cheap)
Interests: Earning income
BEHAVIORAL:
Occasions: One time buyer
Requirement: Need Low Cost
User Status: First time user
Usage Rate: Light
Loyalty status: Switchers
Readiness stage: Intending to buy
Attitude: Positive (as long as it is cheap)
Interests: Earning income
(MIGRANT SLUM DWELLER)

Poor. Failed in 10th exam and so migrated to urban area in search of work. Work as daily wager in urban area and stay in slums.
FUNCTIONAL/OTHERS:
Assets: NIL
Money Management: Self
Work Place: Shack

FUNCTIONAL/OTHERS:
Assets: NIL
Money Management: Self
Work Place: Shack

* URBAN USER
GEOGRAPHIC:
Region: West
City: Singhad, Pune
Area: Urban
GEOGRAPHIC:
Region: West
City: Singhad, Pune
Area: Urban
DEMOGRAPHIC:
Age: 35-49
Family: 4 (Wife,1 Son,1 daughter)
Gender: Male
Income: Low
Occupation: Small Tapri (Tea+Snacks)
Education: Till 10th grade
SEC: B2

DEMOGRAPHIC:
Age: 35-49
Family: 4 (Wife,1 Son,1 daughter)
Gender: Male
Income: Low
Occupation: Small Tapri (Tea+Snacks)
Education: Till 10th grade
SEC: B2

PSYCHOGRAPHIC:
Lifestyle: Maker, Outdoor oriented
Personality: Ambitious, Positive outlook, Goal Oriented, Hardworking

PSYCHOGRAPHIC:
Lifestyle: Maker, Outdoor oriented
Personality: Ambitious, Positive outlook, Goal Oriented, Hardworking

Pravin Gaikwad
(Chai Wala)
BEHAVIORAL:
Occasions: Before rain, extension, new installation
Requirement: Benefits based
User Status: Regular (transition out of the product)
Usage Rate: Medium
Loyalty status: Switchers
Readiness stage: Regular & Informed
Attitude: Indifferent
Interests: Tries to be tech savvy, to keep up with times.

BEHAVIORAL:
Occasions: Before rain, extension, new installation
Requirement: Benefits based
User Status: Regular (transition out of the product)
Usage Rate: Medium
Loyalty status: Switchers
Readiness stage: Regular & Informed
Attitude: Indifferent
Interests: Tries to be tech savvy, to keep up with times.

Aged about 40, Pravin owns a small ‘tapri’ outside a college campus. Between wanting to open his own restaurant someday and sending his kids to good schools, Pravin presently manages with a temporary low cost set up for his ‘tapri’ with asbestos sheets for roofing and walling. * FUNCTIONAL/OTHERS:
Assets: None
Money Management: Self-Managed
Work Place: Rented space for this tea shop

FUNCTIONAL/OTHERS:
Assets: None
Money Management: Self-Managed
Work Place: Rented space for this tea shop

URBAN USER
DEMOGRAPHIC:
Age: 50-60
Family: 5 (Wife, 2 Sons, 1 daughter)
Gender: Male
Income:
Occupation: Garage owner
Education: Till 8th grade
SEC: B2

DEMOGRAPHIC:
Age: 50-60
Family: 5 (Wife, 2 Sons, 1 daughter)
Gender: Male
Income:
Occupation: Garage owner
Education: Till 8th grade
SEC: B2

PSYCHOGRAPHIC:
Lifestyle: Maker, Culture oriented
Personality: Authoritarian
Work focused, Customer oriented, Hardworking

PSYCHOGRAPHIC:
Lifestyle: Maker, Culture oriented
Personality: Authoritarian
Work focused, Customer oriented, Hardworking

GEOGRAPHIC:
Region: West
City: Thane, Mumbai
Area: Urban
GEOGRAPHIC:
Region: West
City: Thane, Mumbai
Area: Urban

ALTAF HUSSAIN
(USTAD)

BEHAVIORAL:
Occasions: Before rain, extension
Requirement: Benefits based
User Status: Regular
Usage Rate: Medium
Loyalty status: Split loyal
Readiness stage: Regular & Informed
Attitude: Positive
Interests: Spending time with family

BEHAVIORAL:
Occasions: Before rain, extension
Requirement: Benefits based
User Status: Regular
Usage Rate: Medium
Loyalty status: Split loyal
Readiness stage: Regular & Informed
Attitude: Positive
Interests: Spending time with family

Altaf bhai as he is fondly called by his staff, runs 'Altaf garage' in a suburban locality in Thane. Despite being extremely focused on work and authoritative, Altaf wants the best for his employees who often have to battle Mumbai's harsh heat and rains.

FUNCTIONAL/OTHERS:
Assets: Own house
Money Management: Self
Work Place: Own Garage

FUNCTIONAL/OTHERS:
Assets: Own house
Money Management: Self
Work Place: Own Garage

URBAN USER
DEMOGRAPHIC:
Age: 35-49
Family: 4 (Wife, Son, daughter)
Gender: Male
Income: Medium
Occupation: First generation entrepreneur
Education: Graduate
SEC: A1

DEMOGRAPHIC:
Age: 35-49
Family: 4 (Wife, Son, daughter)
Gender: Male
Income: Medium
Occupation: First generation entrepreneur
Education: Graduate
SEC: A1

GEOGRAPHIC:
Region: West
City: Surat
Area: Semi-Urban / Urban
GEOGRAPHIC:
Region: West
City: Surat
Area: Semi-Urban / Urban

PSYCHOGRAPHIC:
Lifestyle: Experiencers, High resources, Conservative, Money conscious, socially active, networking
Personality: Ambitious

PSYCHOGRAPHIC:
Lifestyle: Experiencers, High resources, Conservative, Money conscious, socially active, networking
Personality: Ambitious

BRIJESH BHAI
(SMALL CONTRACTOR)

FUNCTIONAL/OTHERS:
Assets: Cars, houses, few plots
Money Management: Self
Work Place: Air conditioned office, available on social networking

FUNCTIONAL/OTHERS:
Assets: Cars, houses, few plots
Money Management: Self
Work Place: Air conditioned office, available on social networking

BEHAVIORAL:
Occasions: Regular (depends on contracts)
Requirement: Economic Benefits
User Status: Regular user (cost conscious)
Usage Rate: High
Loyalty status: Switchers
Readiness stage: Regular & Informed
Attitude: Conscious, Detail oriented, Monitors quality
Interests: Business updates, current affairs, stock market

BEHAVIORAL:
Occasions: Regular (depends on contracts)
Requirement: Economic Benefits
User Status: Regular user (cost conscious)
Usage Rate: High
Loyalty status: Switchers
Readiness stage: Regular & Informed
Attitude: Conscious, Detail oriented, Monitors quality
Interests: Business updates, current affairs, stock market

Business (Gujarati/ Marwari) contractor with turnover around 1 crore. Graduate but didn't get himself a good job so ventured in getting government contracts. Good networking skills, technology savvy and small family.

URBAN USER
DEMOGRAPHIC:
Age: 50-60
Family: 12 (Wife,3 Sons,2 Daughter in law, 4 Grandson)
Gender: Male
Income: High
Occupation: Entrepreneur/Contractor
Education: Till 10th Grade
SEC: A2

DEMOGRAPHIC:
Age: 50-60
Family: 12 (Wife,3 Sons,2 Daughter in law, 4 Grandson)
Gender: Male
Income: High
Occupation: Entrepreneur/Contractor
Education: Till 10th Grade
SEC: A2

GEOGRAPHIC:
Region: North India
City: Delhi
Area: Urban
GEOGRAPHIC:
Region: North India
City: Delhi
Area: Urban

PSYCHOGRAPHIC:
Lifestyle: High resource thinker, outgoing family, socially networked
Personality: Authoritarian, Patriarchal, Proud, Negotiator.

PSYCHOGRAPHIC:
Lifestyle: High resource thinker, outgoing family, socially networked
Personality: Authoritarian, Patriarchal, Proud, Negotiator.

kishan khurana
(Big Contractor)

BEHAVIORAL:
Occasions: Regular on contracts
Requirement: Economic benefits
User Status: Regular
Usage Rate: Heavy
Loyalty status: Switchers (Extremely cost conscious)
Readiness stage: Regular & Informed, Product Informed
Attitude: Positive, Cost Conscious, Detail Oriented
Interests: Business Informed, Joint Family Vacations

BEHAVIORAL:
Occasions: Regular on contracts
Requirement: Economic benefits
User Status: Regular
Usage Rate: Heavy
Loyalty status: Switchers (Extremely cost conscious)
Readiness stage: Regular & Informed, Product Informed
Attitude: Positive, Cost Conscious, Detail Oriented
Interests: Business Informed, Joint Family Vacations

A Well-known contractor in political circle. Lives in NCR region. Has been running the business since last 2 generations in Northern India. Turnover more than 5 crore. Owns a BMW. Lives with extended family.
FUNCTIONAL/OTHERS:
Assets: Farmhouse, 2 house, Residential plots, Expensive Car (SUV)
Money Management: Bank Loans, Creditors, Professionally managed by C.A
Work Place: Big air-conditioned office, Semi-luxury office.

FUNCTIONAL/OTHERS:
Assets: Farmhouse, 2 house, Residential plots, Expensive Car (SUV)
Money Management: Bank Loans, Creditors, Professionally managed by C.A
Work Place: Big air-conditioned office, Semi-luxury office.

URBAN USER
FUNCTIONAL/OTHERS:
Assets: Hatchback, 2400 Sq.ft. 2 storied house, few rural plots
Money Management: Low key, FFF raised money, bank loans of lesser amount
Work Place: Modest small office, big chair/recliners, I-phone owner

FUNCTIONAL/OTHERS:
Assets: Hatchback, 2400 Sq.ft. 2 storied house, few rural plots
Money Management: Low key, FFF raised money, bank loans of lesser amount
Work Place: Modest small office, big chair/recliners, I-phone owner

DEMOGRAPHIC:
Age: 35-49
Family: 4 (Wife, Son, daughter)
Gender: Male
Income: High
Occupation: Self-employed professional
Education: Graduate
SEC: A1

DEMOGRAPHIC:
Age: 35-49
Family: 4 (Wife, Son, daughter)
Gender: Male
Income: High
Occupation: Self-employed professional
Education: Graduate
SEC: A1

GEOGRAPHIC:
Region: Any
City: Any
Area: Urban
GEOGRAPHIC:
Region: Any
City: Any
Area: Urban

PSYCHOGRAPHIC:
Lifestyle: Achievers, High resources
Personality: Ambitious

PSYCHOGRAPHIC:
Lifestyle: Achievers, High resources
Personality: Ambitious

ROHIT MEHRA
(PROFESSIONAL)

BEHAVIORAL:
Occasions: Regular (depends on contracts with HNIs)
Requirement: Economic Benefits
User Status: Non user
Usage Rate: Heavy
Loyalty status: Switchers
Readiness stage: Regular & Informed
Attitude: Conscious, Detail oriented
Interests: Business updates, current affairs, stock market

BEHAVIORAL:
Occasions: Regular (depends on contracts with HNIs)
Requirement: Economic Benefits
User Status: Non user
Usage Rate: Heavy
Loyalty status: Switchers
Readiness stage: Regular & Informed
Attitude: Conscious, Detail oriented
Interests: Business updates, current affairs, stock market

Professional architect connected with HNI. Trusted and experienced professional. Earns fees, which is a percentage of total professional work done.

Bibliography

1. http://www.consultmcg.com/blog/roofing-material-market-in-india/ 2. http://www.indianotes.com/Investment-Strategy/Asbestos-Cement-Sheets-Industry-Estimated-to-grow-at-6-9-for-few-years/176885/19/I 3. http://censusindia.gov.in/2011-prov-results/paper2/data_files/India2/1.%20Data%20Highlight.pdf 4.

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