Fly Ash Bricks

MARKETING
ASAD ATEELA ALI

ASHFAQ GHOURA SHEHRYAR
ABDUL AAMIR
REHMAN JAVED
Need of Our Product
• In Pakistan a typical 10 Marla double story
house contains about 1 lakh BRICKS, and
each brick costs its customer about 7-9
rupee. While the Clay brick manufacturers
claim that in the coming 2-3 years each brick
will cost up to rupees 12, which is huge and
unaffordable for majority of Pakistani
Population. Clay brick production also causes
soil erosion
• Two Indians have invented a climate friendly
technology that produces bricks without using
any coal whatsoever. The new flu ash brick
technology has the potential to completely
eliminate carbon emissions from indies large
brick-making industry which burns huge
amount of coal and emits millions of tons of
carbon dioxide each year.
INTRODUCTION
• Fly Ash bricks are made of fly ash, lime, gypsum and sand.
These can be extensively used in all building constructional
activities. Since fly ash is being accumulated as waste
material in large quantity near thermal power plants
and creating serious environmental pollution problems,
its utilization as main raw material in the manufacture of
bricks will help in environmental pollution. In view of
superior quality and eco-friendly nature, and government
support the demand for Fly Ash Bricks has picked up.
• They are 28% lighter than normal clay bricks and possess
compressive strength higher than 40Mpa far than normal
bricks. They’re cheaper and eliminates the need of
plastering because of fine finish and can reduce high
construction cost and soil erosion.
Market demand
• country consumes about 180 billion tonnes bricks,
exhausting approximately 340 billion tonnes of clay every
year
• about 5000 acres of top soil land is made unfertile for a
long period.
• Government is seriously concerned over soil erosion for
production of massive quantities of bricks, in the
background of enormous housing needs.
• Enormous quantities of fly ash is available in and around
thermal power stations in all the states.
• The demand of bricks could be met by establishing small
units near thermal power stations and to meet the local
demand with less transportation costs.
Manufacturing
• Fly Ash Bricks are manufactured in the same manner, as
Clay Bricks are manufactured. Only difference between the
two processes is the basic raw material.
Manufacturing process
ADVANTAGES
• Due to high strength, practically no breakage
during transport and use.
• Due to lower water penetration seepage of water
through bricks is considerably reduced.
• Gypsum plaster (plaster of Paris) can be directly
applied on these bricks without a backing coat of
lime plaster.
• These bricks do not require soaking in water for
24 hours. Sprinkling of water before use is
enough.
Geographical advantages
• The area is rich with coal content and has a large
number of mixed industries using coal as fuel. Hence,
large amount of fly ash is produced.
• The Location helps is acquiring of raw material which is
basically Fly Ash, at a cheaper cost.
• Main advantage is the absence of the competitors in
the area, the are has no manufacturers of Fly ash
bricks.
• Land is available in cast and abundance and with
government help, the task gets easier.
• The construction business is booming is Peshawar and
is expected to grow more with passage of time
Economical advantage
• Currently, the demand for bricks is very high
from its supply.
• Demand and supply gap is around 250 billion
bricks per annum.
• Raw materials used for regular red brick is
limited.
• In Pakistan, the annual production of Flu Ash
can result in manufacturing 780 billion bricks.
DISADVANTAGES
• Mechanical bonding strength is weak. But this
can be rectified by adding marble waste.
• Limitation of size. Only modular size can be

produced. Large size will have more
breakages.
Pricing and Promotional Strategy
• Penetration price of Rs. 3.25 per brick for the first
2 years and then concession to high end buyers.
• Aggressive Selling
• Publicity
• Ads on Tv, banners, newspaper.
• Trade Promotion
• Large volume of sales to the government
• Seeking government help in publicity
Current market Scenario
• Market is dominated by clay bricks.
• Fly Ash bricks is a new product to the market.
• Niche market
• Use of brick results in saving almost 37% in
the construction cost
STP strategy
• Segmentation :
• Based on the geographic location .
- As the plant is located in Warsak road, we
will first try to capture the local market and
then move to the neighboring cities.
• Based on Demographic Location
- It will help greatly determining the target
customers.
Targeting & Positioning
Targeting
builders consultants architects government

Comparison
Normal Clay Bricks Fly Ash Bricks
• Light Binding • Dense binding
• Color vary • Uniform color
• Irregular shape • Uniform shape
• More weight • Light weight
• Compressive strength: • Compressive strength:
--35 kgs/sqcm. --100 kgs/sqcm.
• Water absorption :
• Water absorption :
-20-25 %
-- 6-12 %
• Wastage during transit
• Wastage during transit
– Upto 10 %
– Less than 2%

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MARKETING

ASAD ATEELA ALI

• Limitation of size. Only modular size can be

builders consultants architects government

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