Brickworks: Comprehensive Analysis of Marketing Plan and Strategies

This report provides a comprehensive analysis of Brickworks' mission, vision, values, and strategic objectives. It examines the company's core values of care, collaboration, exceeding expectations, innovation, and integrity, and how these values guide its culture and operations. The report delves into Brickworks' segmentation strategy, focusing on its differentiation approach and its target audience within the design-and-build, construction management, and real estate development sectors. It also explores the company's positioning, highlighting its emphasis on quality and service, and its aim to be recognized as an eco-friendly brand. Furthermore, the report outlines the company's marketing plan, including objectives such as increasing the purchase rate, attracting new customers, and expanding market share through geographical reach. The strategies employed to achieve these objectives, including loyalty programs, chatbot implementation, email campaigns, and CRM automation, are also discussed. The report provides insights into Brickworks' approach to customer engagement, customer retention, and its overall strategic direction within the building products industry.

MISSION, VISION AND VALUES
Our values guide our culture. They are the essence of what we stand for. They remain a constant in
everything we say and do. They are what we look for in our people. These foundations will continue
to be built upon as our company innovates and grows.
MISSION
The mission of the company is to offer an innovative product and service with quality, therefore it
dedicates much of its efforts to the research and development of new products and processes, as
well as to the application of new emerging technologies to development and execution of works and
activities carried out for innovation and style.
VISION
The main objective is, certainly, to be the best building products company. With a broad product
portfolio and manufacturing and sales facilities across Australia & North America, Brickworks is
uniquely placed to service the demands of the building industry. As Brickworks Building Products
expands globally, we continually foster and advance our products and our brands. We continue to
lead the way through design, style, innovation, sustainability, and collaboration.
VALUES
 CARE: Brickworks states that safety processes and sustainable products are the foundation
for all other values. They invest in security and stability to lead their industry in innovation
and excellence.
 COLLABORATE: A strong collaborative approach to ideas and solutions makes Brickwork agile
and resourceful. They promote equality and diversity by having strong partnerships with
colleagues, customers and the industry.
 EXCEED: High standards products is what makes Brickworks stand out from competitors.
Determination and discipline to overcome obstacles, solve problems and finish tasks
efficiently are highly recognised and celebrated.
 INNOVATE: Brickwork is actively looking for ways to refine and improve their processes and
products. They maintain their leading position with vision and innovation and by investing in
technology.
 INTEGRITY: Commitment and/or promise as a way to respect for colleagues and customers.
 LEAD: Their work culture is based on a strong leadership which can develops potential into
talent and achievement, in order to create distinguish products.

SEGMENTATION STRATEGY, TARGET AND POSITIONING
1. Segmentation strategy
Market segmentation is usually defined as the process of dividing potential customers into distinct
groups for the purpose of targeting and designing segment-specific marketing strategies.
Brickworks has three business segments: Building Products, Property and Investments. The building
products business is Brickworks legacy business, which manufacture bricks made of clay and
concrete, precast concrete panels, masonry products, roofing tiles, specialised building systems and
also import cement for internal use. The brick division has the highest margins within the building
products segment.
Defining the segmentation strategy, in this case, the company to a single segment is not directed but
adapts its offer to the different needs of its customers, therefore Brickwork follows a strategy of
differentiation.
2. Target audience
Market segments need to be identified and then a decision needs to be made as to which customer
groups to target and how many groups to target. Once the target segments or groups are identified,
the delivery of the offering may begin.
The major factors Brickworks segment evaluation would be their competitiveness, local rivals’
competitiveness, profitability, and entry barriers. Brickworks market is likely to be attractive in terms
of market volume and growth rate. Moreover, the level of activity in residential construction
markets depends on new housing starts and residential remodelling projects, which are a function of
many factors such as general economic conditions, the availability mortgage and other interest
rates, home resale rates, housing affordability, demographic trends and consumer confidence in
each of the countries and regions in which Brickworks operate.
CONCENTRATION
STRATEGY
SEGMENT
EXPANSION
STRATEGY
DIFERENTIATION
STRATEGY
PRODUCT LINE
EXPANSION
STRATEGY
SINGLE VARIOUS
SINGLE
VARIOUS
PRODUCT
SEGMENT

Brickworks must target one or more segments of design-and-build, construction management, real
estate development, and specialist subcontracting. While real estate development require
considerable capital commitments, design-and-build, construction management, and specialist
subcontracting need solid innovation and technological knowledge.
3. Positioning
Positioning in this section, it has created a positioning map, in order to visualize what is the where
Pavasal is respect to competition in the consumer's mind. In this map are defined two main
variables, quality and service, which are those that provide a competitive advantage to the company.
As for quality, refers to that which is mainly reflected in three aspects, the materials used in the
construction project, and the implementation of this, that is, to everything that brings added value
to the customer. As for services, it refers to the variety of services that the company offers.
Therefore, it is talking about a quality-based positioning. In addition, it is a consumer-centered
position, as the company tries to provide its products and services of those attributes that are suited
to the needs of its customers. Pavasal, is positioned as a company that provides a service medium-
high quality, therefore the strategy followed by the company is differentiation, which will be
explained in the following section. As shown in illustration 20, the main competitors of the company
in terms of quality are those companies located in the upper right quadrant, Becsa, Emipesa, Chm
infrastructure and Sorigué. In addition, the company is competing in terms of services offered as
Torrescámara. And finally, we find companies that are in an intermediate position such as Gonzalez
Soto and Aglomerados Los Serranos.
OBJETIVES AND STRATEGIES
The SWOT analysis was performed previously in detailed. Form this analysis, objectives of the
Marketing Plan will be defined. These objectives must be related to the weaknesses previously
mentioned, in order to improve the necessary aspects of the brand.
OBJECTIVE 1: INCREASE REPETITION PURCHASE RATE IN A 50%:
Repeat rate shows you the percentage of your current customer base that has come back to to shop
again. This rate is influenced by your efforts at customer retention and is a very efficient measure of
loyalty. We want to increase the repetition purchase rate in Brickworks, that is, that the consumer
wants to repeat his purchase. Nowadays long-term relationships with customers is key.

OBJECTIVE 2: ATTRACT 10% NEW CUSTOMERS
The company will attract new customers, 10% in one year, BY becoming known to a greater extent
through its website and social networks, thus increasing its visibility. It also aims to participate in
events and marketing campaigns on construction.
OBJECTIVE 3: ESTABLISH BRICKWORKS IN THE TOP OF MIND OF ECO-FRIENDLY CONSUMERS
Brickworks will be recognise as an eco-friendly brand. Nowadays, customers have a higher
awareness of protecting the environment. Eco-friendly brands are much better perceived by
customers.
OBJECTIVE 4: INCREASE 5% OF MARKET SHARE BY EXTEND THE BRAND GEOGRAPHICALLY.
Achieve an increase of 5% of the market share within a year, promoting and highlighting urban
regeneration and the importance of providing quality and innovation in services. This will be done by
extending the geographical scope, being present throughout the Australian territory.
Strategies
The strategies of the Marketing Plan will allow us to meet the previously stated objectives. Each
strategy will be connected with an objective, in order to develop a coherent action plan, in order to
improve our weaknesses.
Strategy 1: Loyalty strategy
Related to objective 1.
Having the advantage that Brickworks products are unique in terms of design, the ease of
keeping our customers loyal is due to the fact that customers can find similar products with similar
quality-price ratio.
Our strategy is divided into 6 different strategies with their different actions:
• Strategy of Attracting customers:
Marketing actions for this strategy
1.1 Chatbot
An online chat system will be installed on Brickworks website, and on social networks that allow it,
such as Facebook. This chat allows to answer all the questions of potential customers. This chat must
be available 24 hours a day, seven days a week. In addition, this chat will have an integrated CRM

platform, which will allow us to collect valuable information from our potential customers, improve
experiences, and build loyalty.
It is worth mentioning that the chat will be attended by people, and not by a robot, since human
exchange is essential. However, a translator will allow the translation of more than 100 languages. In
short, this chat will be like when we ask a friend for advice, and we want to do it by allying
technology and human intuition. It is a good system to attract clients, since when one decides to try
out a new hotel it is normal that doubts arise, and what better than someone from the hotel to solve
them directly, avoiding wasted time by emails. This chatbot also allows us to reduce our dependence
on OTAs (Online Travel Agency), so you can go instinctively to our website to book or ask us your
questions
• Strategy of Converting customers
Marketing actions for this strategy:
1.5 Email campaign
Here email are going to focus on personalizing the emails for each customer. we will thank them for
enjoying our services and we will try to make them come again. For Steve and Bobby: we will reward
them with a wine testing for free inside the hotel, for the next time they book with us. it has an
expiration of that month.
For The Gee family, the same personalize format but offering them a free guide excursion
through the city, or a free guide adventure excursion. For Biel Juste, the free wine testing as well.
This campaign will be for our loyal customers, the ones that has repeat at least 3 times
booking our rooms.
Our emails are not going be for selling promotion or our product, they are going to focus
on our customers, reminding that we know them and that we take care of them. thanks
to our database, we will know when their birthday is, so we will congratulate them and to
conclude it we will offer them one night for free in our hotel with an included dinner. The
target for this type of emails would be the three buyer personas.
Another type of email that we are going to sent are the San Valentine ones.The target
for this ones are going to be only the single couples (Steve and Bobby).
• Strategy of Retaining customers
Marketing actions for this strategy:
1.6 Room Mate’s club

Our club would be focus on: Fast track, business class line, Vip lounges access, a limousine and a Vip
Card.
- Fast track: Vip clients would have fast access, without having to wait queues, for all the
internal services of the hotel: breakfast, check in and check out, dinner…
- Business class line: If they come by plane with Iberia company, they will have access
to
the business class lines for the price of the tourist line. thank you to our partnership with
them.
- Vip lounges access: there will be some Vip points inside the hotels, where Vip clients
will
have a place to relax, with chilling music and where they can ask for any drinks they
want for free.
- A limousine: they can ask for renting the private limousine of the hotel if they want.
- Vip card: for accrediting that they are Vip.
To be member of the club, clients have to follow the paid program. Paying monthly a fee.
PAID PROGRAM: the users would join being member of the club paying 19,99 per
month. Thanks to this payment, they could have access to all the facilities of this offer.
1.7 Automation with CRM
We want to install a B2C CRM software (Business to consumers). Thanks to this software it is
possible to improve the relationship with our customers, making their experience more
personalized, celebrate their birthday, know their room preferences, or other. With the CRM we can
direct our communication in the right way according to each target, and not in a massive way, so
that we can send sms,
emails or other, at the right time, so that the message appeals to the customer.
At the end of the day, it is the most efficient employees to satisfy their clients that will
ensure the success of a hotel. Hotel management software will give them the right tools
to do this because it is more expensive to attract new guests than to keep them.
• Bond with customers
Marketing actions for this strategy:
Chatbot & Voice Assistant: They are two tools that allow you to create links with your
customers as they can interact with them 24/7. The Voice Assistant is artificial
intelligence, but nevertheless it allows to give a personalized welcome to the client,

memorize his searches and preferences in terms of room parameters, therefore creating
a link with him. The chatbot, is a chat answered by a person, therefore, there is a human
exchange to meet the needs of the potential or actual customer.
Email campaign: An email campaign allows you to entertain links with your customers,
not to bombard them with promotions or incentives to book a new room, but to find out
how their last stay went, and to keep them informed of hotel news, so that they always
stay in our customers Top of Mind, so that they choose us on their next trip.
Review of customers: When the client leaves a comment about his stay he feels part
of the company, and more so when it is a hotel, since going to sleep in a hotel is like
changing house for a moment. Room Mate does not have any site where you can see
their reviews, except in social networks or OTAs, therefore it would be interesting to add
a link of “opinions” on your website, in your app, or by the chatbot, so that the customer
feels that their opinion does matter to us. In order to fulfill these 6 strategies we will carry
out different actions that will aim to make the client feel part of the Room Mate
community.
Once goals are established, a number of strategies will be developed to meet them and to increase
the competitive advantage by offering more customer value than the competition. Depending on the
competitive advantage, the position in relation to competitors and the contribution to growth are
the three main points. If we analyse the strategies according to Porter (1982) as the basis of the
desired competitive advantage, it is observed that to achieve the objectives the company has
developed a differentiation strategy, offering products and services of high quality at prices medium-
high . It is imortatn to consider the current economic situation due to COVID-19 in which many
customers are focusing more in economic aspects of the products requested than aspects of quality
and innovation.
Nevertheless, Brickworks is capable to offer high quality products and constant innovation,
differentiating themselves from their competitors.
According to Kotler and Singh (1981), the company follows the strategy of follower, as it has its own
strategies to increase or at least maintain its current market share. However, it is important to
mention that in the construction sector, competition is not aggressive as the services offered are
similar and are to be distinguished by the attributes given in the products. The company allocates
resources to R + D, incorporates new attributes to their products and also puts emphasis on
providing quality.

MARKETING MIX ACTIONS
1. Product decisions
With regard to improving the service and product company, to achieve some of the objectives, a
number of actions are established.
Action 3: Establish monthly meetings with the business of the company. This is to assess market
developments and information about existing marketing policies. Furthermore, subsequently, with
all the information gathered in these meetings market reports and competition on a quarterly basis
will be developed, to be constantly informed when changes occur and focus its services to customer
expectations and offer them a better service.
This action is a way to satisfy customers and offer them what they seek.
Action 4: Create a department of international relationship. This is to learn from outside companies
to innovate and save costs, looking for new suppliers to buy material for construction machinery and
hire them. And thanks to this department, Pavasal can serve as a subcontractor to provide services
to companies from other countries that they do not have and need, and can thus break through
internationally. To do this, you would need to have business with languages to successfully serve
customers who come through this department. Thanks to this, it seeks to attract new customers and
satisfy loyal customers who already have the company. In addition, it is intended to increase work
undertaken projects and increase market share.
Action 5: Managing materials left over from the executed works. Of each work are subtracted about
2,000 € of materials, both of leftover materials as they were before starting and retire. With them an
ecological maintenance of these materials, according to the Environmental Law, is intended on the
one hand properly managing waste in an orderly space, and on the other hand, saving costs of new
works. To this end, it has been thought establish a enabled for this work, where the surplus
materials are deposited and then works are in perfect condition for future projects area. This place
would be established in Ribarroja (Valencia), next to the quarry that has Pavasal, a place that can be

seen in the image below. To start with this plan of action, an area for this activity would be enabled
once it profitable and feasible, more strategically in areas other points are enabled.
2. Pricing
My proposal for Pavasal pricewise, is to complement the pricing methods by applying a margin
taking into account both the prices of competitors such as perceived customer value. Anyway, prices
would continue in the same line without major changes, since the strategy followed by the company
is the differentiation and therefore would not be consistent set lower prices because the products
with high quality require higher prices. If the company decides to lower the prices of their services,
consumers may believe that in the past have been paying higher prices with regard to quality and
therefore can create a bad reputation and image of the company.
3. Distribution decisions As for the distribution, two types of improvement actions to Pavasal
that detailed below arise.
Action 6: Improving the facilities of the Office of Pavasal from the Delegation of Castellon. This
proposal would be to reform the office in order to improve the service and attention they provided
to customers. It has chosen the office of the delegation of Castellon as a starting point to run the
enablement of these actions, but later will be established in all delegations of the company. To do
this, a specific area for personal attention and advice customer is enabled. Thus, a closer relationship
will be established and they spend more time. This area should be little wide to give the feeling of
closeness and commitment are looking for the customer, as well as being more decorated with
colors, small plants and modern office furniture. In addition, as I already mentioned above, an area
will be enabled for the new international department of the company, which will be in charge of two
languages for trade with the start of this new activity. This new service will focus on the one hand, to
offer services to international businesses and, on the other hand, find suppliers who provide
materials necessary for the company with saving costs.
With all this, it aims to achieve the first three objectives outlined above, i.e., attract new customers,
keep customers satisfied and establish a close relationship with them.
Action 7: Expand the scope and geographical presence of the company. Another proposal on the
distribution would extend the geographical scope of where the company is located. On the one

hand, to increase presence throughout the Spanish territory can reach customers throughout the
peninsula. On the other hand, increase the number of established delegations, one easier to provide
services to all clients that arise reaching way. Delegations strategically by Spain set up them in
Granada, Madrid, Barcelona and Pontevedra would be established. Here we can see the map of
Spain on the one hand with pointing arrows cities where the new offices would be implemented
strategically, and crosses the cities where there are currently delegations of the company.
With all this, in addition to trying to achieve the goal of expanding the geographical scope, it is
achieved other objectives such as attracting new customers, increasing the number of projects
demanded work, increase market share and increase net profit the company.
7.4. Promotion decisions
Finally, in terms of distribution, we must say that the company lacks sufficient means to make them
known. For this, we have established a series of actions to complete this aspect necessary for
promotion of the company. Action 8: Redesigning the website of the company. Related advertising
company, one of the measures is to redesign the website by inserting other advantageous utilities
for customers such as giving them the option to register on the website of the company, to be
constantly informed about the products and innovations offered the company, sending them
"newsletters" (publications sent by email). It would also be making a monthly catalog where all
products and services offered and those developments which have detailing. Thus, anyone
interested in construction-related services could see it and contact the company.
Action 9: Provide social networks. Another proposed measure related advertising that the company
would dispose social networks to reach more customers and cover more market. To do this, it would
account on Facebook and Twitter, where the company would make periodic reports on
developments offers and also would serve as a tool of "feedback" because through these accounts
customers can express their opinions and suggestions, providing the company with information to
improve their business and satisfy their customers’ greater extent.
Action 10: Participate in events and trade shows, and "merchandising". The participation of the
public in events and trade fairs on construction will be also a proposal to present to the company. At
the end of the year, hundreds of fairs where companies come to present their products and reach
new target customers. Pavasal could go to those most representative construction fairs organized in
Spain, such as Smopyc, living in public works machinery in Zaragoza, or Sico, hall construction in
Galicia.

Moreover, in these fares would use the "merchandising", regaling all those potential customers who
will come to your stand with pens, diaries and calendars with Pavasal brand. Here you can see the
diaries and calendars with which the company treats its employees annually, which would serve to
provide customers.
Action 11: Collaborate with road safety days. Other days to which Pavasal could come and work with
them are the days of road assistance for security awareness and as a complement to social
responsibility and improving the image of the company. This is also intended to sponsor the
company, establish a branch of social act in the company. As the beginning of this action, the
company can establish relationships with companies such as Mapfre and the General Directorate of
Traffic, which participate in conferences and lectures on prevention and road safety. Once they have
learned about this new work, Pavasal could set up their own workshops and organize lectures at
schools, universities or public institutions. Action 12: Use advertising billboards to advertise. The
billboards are an effective and recurrent method that companies use as a media and advertising.
Advertise this seriously another proposal for Pavasal. In this way the company brand would be
noticeable and all those potential customers who did not know her, this method could become
customers
With all these proposals for the promotion and communication, we aimed to achieve business
objectives about attracting new clients have loyal customers and new satisfied, and seek a good
relationship with them. In addition, it also seeks to achieve increased market share and increase
work projects.