About Polmax

Premier Group had opened a new manufacturing unit to manufacture 1.5 Lacs MT of TMT steel bars at Bagru (Rajasthan). It was a new market for the company with no market share at all. There were 4-5 large players including Rathi Steels, Kamdhenu, Tata and other regional players who had the major market share.

  • Client


  • Deliverables

    Brand Identity

Key Issues

  • To generate substantial sales in 2 years so that the company starts breaking and utilizes 60% of its installed capacity
  • To establish a completely new brand in a new area and define its brand positioning
  • Identification and formation of distributors and dealer network in Rajasthan
  • To make sure that company sells its products through organized retail market


  • Total of 31 districts were covered under marketing program
  • Face to face meeting with total 135 dealers
  • Appointment of total authorized 4 distributors and 37 dealers
  • Touched total 650 retailers across Rajasthan
  • Touched total 53 architects
  • Within 2 years company was utilizing 70% of its installed capacity
  • Company garnered a market share of 10% within 3 years after going operational
  • After Rathi stalls and Kamdhenu Premier was the 3rd company to have an organized network in the state for selling TMT Bars


  • 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 “ Rishta Vishwas Ka ;“ Market Segment – B2B & B2C ; Timeframe – 12 months; Geographical Area – Entire Rajasthan
  • Plan Of Action : An integrated plan under the concept of IMC of ATL & BTL marketing was strategized and implemented after understanding the market conditions and a brief competitor analysis in Rajasthan