TitanCrete Readymix — Sales & Marketing
The sales and marketing strategy — the target customers across contractors, builders and projects, the positioning, the channel mix and the customer-acquisition approach.
Section 12 · Business Plan
Sales & Marketing
The sales and marketing strategy — the target customers across contractors, builders and projects, the positioning, the channel mix and the customer-acquisition approach.
TitanCrete’s commercial strategy is built around framework
relationships with large, repeat buyers of concrete — infrastructure
contractors, mining houses, commercial developers and public entities —
supplemented by a broader base of mid-tier contractors and the retail
trade. A R10 million pre-launch sales-and-marketing investment
establishes the brand and secures an order pipeline before the first
plant is commissioned.
12.1 Target segments
| Segment | Profile | Approach |
|---|---|---|
| Infrastructure contractors | Tier-1 civils firms delivering public transport, energy and water projects. | Framework agreements; reliability and quality assurance as the differentiator. |
| Mining & industrial | Mines and industrial sites requiring specialist and high-volume pours. | Technical mix capability and surge-capacity reliability. |
| Commercial developers | Office, retail, logistics and warehousing projects. | Pumped and surface-bed mixes; on-time-in-full performance. |
| Residential & mid-tier | Smaller contractors and residential builders. | Digital ordering, responsive service, trade pricing. |
| Retail & trade | Bagged and premix products via merchants. | Brand availability and distribution reach. |
Table 17. A diversified client base spanning
large framework buyers through to the retail trade, reducing
single-client concentration.
12.2 Go-to-market
- Framework contracts. Multi-project supply
agreements with major contractors provide volume visibility and underpin
the plant-utilisation ramp. - Technical selling. Engineering-led engagement
around mix design, pumping solutions and lower-carbon options,
positioning TitanCrete as a partner rather than a commodity
supplier. - Brand & reliability. A branded,
telematics-managed fleet and published on-time-in-full metrics build the
reputation that converts first orders into frameworks. - Digital channels. The customer portal and
digital ordering lower the cost to serve and widen reach into the
mid-tier and retail segments.
12.3 Pricing strategy
Pricing is positioned to capture a reliability premium over
independents while remaining competitive with the majors on
service-inclusive terms. The model assumes an opening average selling
price of R1,850/m³ escalating at approximately 5% per year — in line
with construction-materials inflation — rather than aggressive real
price gains, so revenue growth is driven by volume and mix rather than
by pricing assumptions that diligence could not support.
the whole plan
The utilisation ramp that drives the financials assumes concrete
finds buyers as plants come online. The R10m pre-launch marketing spend
exists precisely to convert framework intent into committed volume
before commissioning. Investors should treat signed or advanced
framework agreements as a key milestone gating capital deployment —
plants without an order book ahead of them are the fastest route to the
downside case in Section 18.
Confidential — this business plan is provided to prospective investors and lenders for evaluation purposes only and may not be reproduced or distributed without the written consent of TitanCrete Readymix South Africa (Pty) Ltd.