UltraTech Cement is one of India’s largest and a leading global manufacturer and distributor of Construction Solutions. UltraTech is part of the USD 45 billion Aditya Birla Group.
UltraTech’s Individual Home Building Solutions engages with individuals who are constructing homes for their families, all over the country. It has been providing them consulting, tips, contacts and references and a suite of construction and allied products through their UltraTech Building Solutions retail outlets.
India is a vast country, with diverse cultures, geographies, climatic conditions and multiple social and economic segments of people. Each person’s construction needs are unique and UltraTech’s retail presence does not cater to this gigantic market. UltraTech needed a medium to significantly expand their reach to home builders all over the country, and take their consulting to them when they need it the most – while building their houses.
India is one of the largest and fastest growing smartphone markets in the world. Android devices have penetrated all segments of the country, right down to devices priced under ₹ 3,000. The smartphone is the preferred communication device of the population.
Fountainhead Digital proposed a solution that would take UltraTech’s Building Solutions right to the individual home builders themselves and make it available, to use a popular cliche, at their fingertips. We created an Android app for UltraTech Building Solutions that does just that.
The app allows users to access everything they need to know to build a house. Right from a glossary of terms, to tips on good construction, to product specs and even covering Vastu (spiritual construction), the app is aptly named – the UltraTech Building Buddy. The app also gives UltraTech adequate product window by promoting their innovative construction products with contextual relevance as part of the content on the app. With a distributor finder, the app allows users to find UltraTech outlets and its distributors to purchase products, thus allowing UltraTech to not just increase brand salience, but also drive users to fulfilment. Finally, with advanced analytics, the app can track usage, popularity of content and products, get customer feedback and also monitor demand for future expansion of UltraTech Building Solutions outlets.
- A true building buddy
- Demystifying the home building process
- Tips and advice in simple, relatable language
- Promoting UltraTech products
- Driving sales through an Outlet Finder
- Analytics to track demand and devise future sales strategy