INFLUENTIAL MARKETING STRATEGIES ADOPTED BY THE CEMENT INDUSTRIES

The study is focused to encounter the marketing strategies adopted by cement industries and suppliers. The study is conducted at Madhyapur Thimi Municipality among different level of consumer i.e house owner, supplier, contractor/mason and consultant/engineer. Out of 871 permitted under construction building of fiscal year 2016/17, 89 end consumers and 30 suppliers were selected for questionnaire survey with two different set of questionnaire. Key informant interview was conducted for in depth information while focus group discussion was done to understand influencing strategies. Bonus coupon and credit period was found to be brand promotional tools among 36.67% and 23.33% of the suppliers respectively whereas 50% of the end consumers get attracted through credit period. Credit period is the most influential marketing strategy while advertisement being the brand awareness tool to the consumer to set their brand in ‘Top of Mind' state.