Economy & Market

We wish to create a brand associated with quality and project an image for our group

Published

10 years ago

January 31, 2015

admin

Vinay Wadhwa, Executive President – Marketing, Wonder Cement.
By having a two-pronged strategy, a proper effective network will push our brand and proper branding and other strategies will create a pull for our product, says Vinay Wadhwa, Executive President – Marketing, Wonder Cement, while sharing his thoughts on effective marketing in cement industry. Excerpts from the interview…

What is the thought process behind the preparation of your media plan?
When we formulated our campaign and media plan, we wanted to stand out from the clutter. We are focusing on perfect beginning which is an emotional bonding we wish to create with our consumers. When a consumer buys cement, he is looking for strength and durability. We would like to highlight these attributes through our other activities which we do on regular basis.

As a new brand, we don?t want to be just another brand. The two words, Perfect and Shuruaat, are of prime importance. When one starts any project, the first activity happening at the construction site will be procuring a bag of cement. Once a consumer selects Wonder Cement, he is making a perfect beginning. So we are trying to correlate every beginning with Wonder Cement as a perfect shuruuat. This is the thought process behind the entire campaign of Ek Perfect Shuruaat. So, these two words are the cornerstones of our campaign. We use most of the media which are relevant, like electronic, outdoor, print, hoarding/unipoles for the same.

What are the challenges that you foresee in the market and how have you factored them in your marketing strategy?
Cement industry?s growth is directly related to growth of the economy, the GDP. The industry is very competitive at this point in time and every brand has to really work hard to make its presence in the market, more so the new brands like ours. There are cyclical variations in the demand which is very important. During monsoons and severe cold conditions the demand dips. We try to anticipate the demand based on various parameters from the past trends and procure additional orders from the market to sustain through this lean period. There are certain projects which are very important, although these also get affected in the lean period, the degree of slowdown in those projects will be comparatively lower than the normal projects. The intensity of monsoon varies from state to state. So we try to focus more on states which are less affected during monsoon. Same is the case with winter season also, states such as Madhya Pradesh and Gujarat are relatively less affected where we can focus more during this season. Thus we are able to keep a balance during the lean period and minimise the effect of cyclical variations.

With rising input costs, price hike is inevitable. This will force consumers to shell out extra for your product. How do you tackle this scenario?
Costing is one part of on which, we have little control. Input/material cost is increases for everybody and we, of course, will try and put effort to bring down this impact to the minimum level. Similarly, in the case of pricing, cement is being sold with various factors of product differentiation and branding to create brand equity however, cement rates won?t vary much from brand to brand In. So we do not have much control on price. Demand-supply is another important factor. If the cost is rising and the demand is favourable, it may be possible set off some increase in cost in the pricing. But it may not always hold good. We have to find out ways to minimise the impact of cost increase, for example, make the overall distribution more effective to bring down the overall logistics cost.

Another important factor is that since we strongly believe in quality, and we have been able to create perception of the quality in the minds of the consumers. There does exist a correlation between pricing with quality and we have been fortunate to build up a good image for the product.

Which is a better strategy, distributing through few large dealers, or routing it via an extensive network of small dealer outlets?
Both have their own advantages. We need a healthy mix of both. Cement is distributed widely, which means, we are available in every tehsil markets and most of the villages. To ensure that our cement is available in tehsil level and village level, naturally, we require a vast dealer network. They ensure our brand presence in those markets. This is one approach. The other approach for metros and big cities is a combination of small and big dealers. Big dealers also have their own role, like they have more resources and have more presence in the market. So overall, we need to have a combination of both small dealers and big dealers. But our endeavour is to be present in most of the smaller markets, rural areas, and tehsil level. So naturally, smaller dealers do play an important role in the overall distribution. So it is a healthy mix of small and big dealers, depending upon the potential, location, and the type of market .In the overall analysis the dealer has to be effective in his area of operation.

How do you create brand differentiation and stand apart from the rest?
Our aim is to create Wonder as a niche brand. The strategy is to push the cement through a network of dealers. We also create a demand for our product through various advertisements and branding activities. We conduct meeting with masons on a regular basis, educate them about the quality, proper usage and storage of the cement. Regular meetings are also conducted with architects, leading builders, and other influencers in the market.

So, by having a two-pronged strategy, a proper effective network will push our brand and proper branding and other strategies will create a pull for our product. We try to achieve a push and pull for the product so that we are able to stand out in the market.

Apart from that, bulk of our cement is sold through trade network, the dealers. The dealers must have the confidence in our product, company and practices. So we are regularly taking the dealers to our factory so that they can see for themselves the kind of technology we are using, how the systems work and how the cement is dispatched. Once the dealer is convinced, it is easy for him to convince the consumer. This is one way to convince the man (the dealer) who is actually marketing our cement.

How do you reach out to different construction professionals?
We have segmented the market. First, is the individual house builder, for them we target the masons and dealers because individual house builder is in touch with these two influencers. If a dealer is effective and has a clout in his area, most of the household builders approach him for cement. The second segment is the contractors, for them we conduct separate regular meetings and educate them about the quality of the product. The third segment is big contractors who are involved with big projects. To convince them about the quality, we provide them with required technical support and convince them about the quality through our professional technical team. They go to various project sites, meet the contractors, understand their requirement and try to workout the required solution.

We also have technical vans with testing equipment, which move from project to project and site to site. At the site, our technical staff deputed on these vans demonstrates the quality of our product as it is equipped with basic testing facilities.

Quality perception of cement varies from customer to customer. How do you factor this in your marketing plans?
Perception is also built up on facts. Perception and actual situation normally do not vary much. So even when we do all these activities, if the consumer wishes to test our product at an independent laboratory, we facilitate the same as this convinces him as to the quality of the product. v Could you share with us the segment-wise break-up of sales?
Segmentation can be geographical and on end user basis In the end user segment, there are trade and non-trade. We sell 80 per cent through trade and 20 per cent through non-trade segment which is a combination of institutions, government projects etc.

Geographically almost 48 per cent of the total sales is in Rajasthan.

Other than price and quality, which factors influence buying decisions?
There is a mix of various factors that influence buying decisions. Apart from quality and price, advertisements, sales promotional activities, regular availability influence the buying decision. Another important factor is market presence through a vibrant network. Effective distribution of the product is very important so overall, a combination of factors such as pricing, quality, distribution and proper servicing will create a positive buying decision.

What are your current marketing plans / initiatives for promoting your products?
Currently, we are able to sell whatever we are producing and we have been able to create a niche in the market. The endeavour is to have an identity of our own. It is a long term process, but ultimately if we have our own identity, then we are more comfortable in the intense competition prevailing in the market. So the marketing plan is primarily to create a brand and an image for the product in the market. Branding of course is important. At the same time, the philosophy of our management on quality is of utmost importance to us. Our primary objective is to give our consumers a quality product at competitive price, we follow transparent policy in every activity backed by quality product and system, which is transparent and fair to everybody. Thus, we wish to create a positive image for the group.

We have been able to create the perception of quality in the minds of the consumers and fortunate to build up a good image for the product.

Economy & Market

RAHSTA to submit policy recommendations to NHAI

Published

8 hours ago

October 11, 2024

Roshna

RASHTA Expo 2024 and 10th India Construction Festival (ICF) receive grand reception from infrastructure industry
10th India Construction Festival 2024 awards over 75 companies from infrastructure industry
At the 14th RAHSTA Expo – India’s first indoor trade fair for the construction equipment technology – more than 100 companies showcase their latest technologies, products and solutions for building a strong infrastructure
A M Naik, Chairman Emeritus of L&T, and Mofatraj Munot, Group Founder, Promoter and Chairman of Kalpataru Group, were bestowed with Construction World (CW) Lifetime Achievement Awards
Dineshchandra Agrawal, CMD, Dineshchandra R Agrawal Infracon Pvt Ltd (DRAIPL) was honoured with the CW Person of the Year (Private Sector) award
Jaideep Shekhar, MD, Terex India, was recognised as the “Equipment India Person of the Year 2024”
More than 50 speakers discussed innovative technologies, sustainable practices, and funding opportunities for the roads sector at 14th India RAHSTA (Roads) Conference

Mumbai, 10 October 2024

The 10th Edition of India Construction Festival (2024) – comprising 14th RAHSTA Expo, 14th India RAHSTA (Roads) Conference, 12th Equipment India Awards and 22nd Construction World Global Awards – received a big thumps up from industry leaders of the construction and infrastructure industry for recognising the industry’s contribution to the nation building by awarding & celebrating its success.

Held on October 9-10, 2024, at Jio World Convention Centre, BKC, Mumbai and hosted by infrastructure think-tank FIRST Construction Council in partnership with Construction World (CW) and Equipment India (EI) magazines, India Construction Festival 2024 honoured over 75 companies in the infrastructure and construction equipment sectors with awards under various categories.

The 14th RAHSTA Expo – India’s first indoor trade fair for the construction equipment technology – provided a platform to more than 100 companies for showcasing their latest technologies, products and solutions that are crucial for the development of a strong infrastructure. The RASHTA Expo and conference united all stakeholders in the infrastructure sector, including policymakers, industry professionals, and supporting industries such as financial institutions and technology providers. This gathering aimed to showcase integrated solutions for challenges within the construction industry and establish best practices for efficiency.

Sanjay Bhatia, Upa-Lokayukta, Government of Maharashtra along with Vipin Sondhi, Chairman, RAHSTA Expo Committee, inaugurated the RAHSTA Expo. Speaking at the inaugural session, Sanjay Bhatia, who has been instrumental in projects like Atal Setu, NAINA region, Mumbai East Coast Marina, Sagarmala during his stints leading CIDCO, Mumbai Port Trust etc., expressed his delight at the huge display of construction technology at the expo, “The RAHSTA expo has put the construction industry on an international standard. India is experiencing nation building at a robust pace and I am truly impressed with the work being now done by our youth with their start-ups many of which are showcasing their innovation here at this expo.”

Launching his to-be-released book ‘Tarmac to Towers – India’s infrastructure story’, Pratap Padode, Founder, FIRST Construction Council stated, “RAHSTA Expo is a paradigm shift in exhibition presentation for the construction industry. It has drawn 4000 quality business visitors who have had fruitful discussions with material manufacturers and OEMs of equipment and technology. The RAHSTA Expo has brought together road contractors, developers, financiers, material manufacturers, equipment OEMs, government authorities and engineering firms on the same platform to share from each other.”

Speaking at the inauguration, Pam Mcfarland, Senior Editor, Engineering News – Record (ENR), said, “India and the USA deals with a lot of similar issues such as flooding, hurricane, etc. Billions of dollars are being poured into construction, roads, and variety of transportation which has climate and environmental resilience focus. In India, pace of road construction has increased manifold. I am looking forward to learn more about what’s going on in India and particularly resilient materials in roads and bridge construction.”

Vipin Sondhi, Chairman, RAHSTA Committee, and former MD & CEO, Ashok Leyland & JCB, said, “This occasion is not just a gathering but reflects our collective strides in shaping the future of India’s highway sector. This sector is not only critical for economic growth but is the backbone of physical connectivity that binds our nation together. The union budget reflected the priority of the sector and allocated Rs 2.7 trillion for Ministry of road transport and highways (MoRTH). India’s road network is the second largest and it moves not only goods, people but drives opportunities of inclusivity and development. National highway construction has seen a remarkable upward trajectory, growing at 9 per cent CAGR from FY2016 to FY2024.”

The 14th India RAHSTA Conference (IRC) convened policymakers, industry leaders, and experts to explore innovative technologies, sustainable practices, and funding opportunities aimed at transforming the road construction landscape in India.

Padode stated, “India has the distinction of the second largest road network in the world. In the last 10 years, the speed of road development has increased manifold, and today we are building roads at the rate of 30-37 km per day. But, we need to build roads and bridges of the best quality that can last for 100 plus years. With rising environment and climate change concerns, India need to promote climate and disaster resilience in the infrastructure development process. RASHTA conference provides an ideal forum to discuss, debate and form strategies for building more sustainable, resilient infrastructure projects.”

During the conference Ashish Kumar Singh, Chief General Manager – Finance, National Highway Authority of India (NHAI) has asked FIRST Construction Council to submit policy recommendations based on deliberations and discussions at the RAHSTA conference and expo.

The two days of RAHSTA Conference paved the way for fruitful engagement and informed participants about novel technologies, strategies and processes required to build a resilient infrastructure.

With over 50 speakers, participants gained valuable insights through engaging panel discussions, thought-provoking keynotes, and displays of cutting-edge innovations at IRC 2024. The event enhanced understanding of industry trends and facilitated important partnerships, contributing significantly to the development of safer, greener, and more efficient road networks.

On the occasion, seven RASHTA Awards were presented in various categories such as Award for best in Road Engineering & Construction, Bridge Engineering, Road Financier, technology in road building, project management, project execution, etc.

CW Global Awards presented to 50 construction industry leaders

The awards were presented at a dazzling ceremony attended by leading figures from the construction industry, including V Chandrashekar, MD & CEO, GMMCO; Sarat Chandak, CEO, H&R Johnson; Srikrishna Subramanian, Director & Sr. VP – HR, GA & ICT, Komatsu India; R K Bansal, Executive VP & Head – Roads, Larsen & Toubro; Anil Kumar Singh, MD, APCO Infratech; Ashish Kataria, Ashoka Buildcon, Director; Rajeev Mishra, CFO, H G Infra Engineering; Sudhir Hoshing, CEO Execution, IRB Infrastructure Developers; Nalin Gupta, MD, J Kumar Infraprojects; Suhas Eklahare, Director, NCC; Kavita Shirvaikar, MD, Patel Engineering; Yancharla Rathnakara Nagaraja, MD, Ramky infrastructure; Sandeep Garg, CEO & MD, Welspun Enterprises; B R Parthasarathy, Sr VP & Head-Infrastructure Cluster, Tata Consulting Engineers; Shammi Khurana, VP – Execution, Civil, KEC International; and Puneet Singh Narula, CEO & Director, Ceigall, among others.

The 22nd Construction World Global Awards brought together top construction industry leaders, experts and policymakers. CW Global Awards were presented to 50 companies such as Berger Paints, Century Plyboards India, GMMCO, H&R Johnson, Komatsu India, Larsen & Toubro, Afcons Infrastructure, APCO Infratech, Ashoka Buildcon, DRAIPL, H G Infra Engineering, IRB Infrastructure Developers, ITD Cementation India, J Kumar Infraprojects, NCC, Patel Engineering, PNC Infratech, Ramky Infrastructure; Welspun Enterprises; Shapoorji and Pallonji, Tata Consulting Engineers, KEC International, and Kalpataru Projects International, among others in different categories. The CW Global Awards and ENR Awards offered a platform to acknowledge and celebrate the innovation, dedication, and outstanding accomplishments of individuals and companies in the construction industry, raising the standard for future endeavors.

A M Naik, Chairman Emeritus of Larsen & Toubro (L&T), and Mofatraj Munot, Group Founder, Promoter and Chairman of Kalpataru Group, were bestowed with CW Lifetime Achievement Awards, for their incredible contribution to the growth of not just their companies, but also of the industry.

A M Naik commented, “I would like to extend my gratitude to the jury of the 22nd Construction World Global Awards and to the entire team at First Construction Council and Construction World magazine for this honour. To be recognised in this way, for contributing to a sector that has been a passion of mine for decades is a moment of great pride. Not just for me but for all those who have been a part of this journey. I have been fortunate to work with some of the brightest minds and most committed professionals, and I share this award with them. It is through their dedication and innovation that we have been able to achieve so much and propel both our company and the industry forward. Over the years, we have seen immense transformation in technology processes and practices, and it is heartening to witness how this industry continues adapting to new challenges while always looking to build better and smarter. This recognition from Construction World serves as a powerful reminder that our efforts to drive progress, innovation, and sustainability have been noticed.”

While accepting the award, Mofatraj Munot said, “A project can progress successfully only with the support of right equipment. Timely and quality completion depends on having reliable machinery at the site. I vividly remember, back in 1980s, I used to visit Bauma in Germany to see the latest machines because, at that time, India lacked a platform to showcase innovative equipment. Today, thanks to efforts like those of Construction World, we have access to all these machines right here in India. I want to express my gratitude to Construction World for the award.”

Dineshchandra Agrawal, CMD, Dineshchandra R Agrawal Infracon Pvt Ltd (DRAIPL) honoured with the prestigious Construction World Person of the Year (Private Sector) award.

Expressing deep gratitude to the Jury and Construction World for selecting him for the award, Dineshchandra Agrawal said, “This field is my passion, and I believe we are contributing to nation-building by generating employment and fostering growth. Also, it is important to mention that the construction equipment industry has been playing a key role as an enabler to build a strong, sustainable India. With the ‘Viksit Bharat’ vision, I hope we become a developed country where businesses thrive, and government policies support fair and transparent contracts. I dedicate this award to all the individuals and organisations that have been part of my journey and supported me throughout. It is because of their encouragement that I am receiving this recognition today.”

Equipment India awards 22 industry leaders

The eagerly awaited 12th Equipment India Awards 2024, presented by BKT, brought together industry leaders, top construction equipment manufacturers, and components & accessory suppliers to recognise and celebrate excellence and innovation in the construction equipment sector. Some of winning companies included Schwing Stetter India, Sany Heavy Industry India, Ammann India, Schwing Stetter India, Caterpillar India, JCB India, Tata Hitachi Construction Machinery, Action Construction Equipment (ACE); BEML Limited, Doosan Bobcat India, LiuGong India, AJAX Engineering, Case Construction India, etc.

A key highlight of the evening was the announcement of the Equipment India Person of the Year 2024, awarded to Jaideep Shekhar, MD of Terex India. The jury recognized Terex India’s impressive growth under Shekhar’s strong leadership.

Jaideep Shekhar said, “I’m deeply grateful to the Jury and Equipment India for this remarkable honour. This award reflects not only my contributions but also the dedication and hard work of my team. I have been associated with the industry for more than 25 years, and this award motivates me to keep pushing boundaries and to lead the growth with integrity.”

Equipment India and Smart Manufacturing & Enterprises (SME) also hosted a CE Panel Discussion – titled RAHSTA (Road) Ahead for CE Industry – to deliberate on opportunities and future trends in the construction equipment (CE) industry. Panelists of the panel discussion – moderated by Ranjan Sharma, Senior Director – Large Corporate Ratings, CareEdge Ratings – included Dimitrov Krishnan, MD, Volvo CE India Pvt Ltd; Sandeep Singh, MD, Tata Hitachi Construction Machinery Company Pvt Ltd; Shalabh Chaturvedi, MD for India & SAARC region, CASE Construction Equipment; SP Rajan, VP and Head Plant & Machinery, L&T Construction; Sanjay Koul, President – India and SE Asia and MD – India, The Timken Company; and Sitaram Ganeshan, President, Wipro Hydraulics.

Partnership galore

The industry’s overwhelming support was evident from the numerous partnerships it was able to garner as below:

22nd Construction World Global Awards: Powered by BKT, Varindera Construction as the Platinum Partner, ITD Cementation, Gmmco, and Dinesh Chandra R. Agrawal Infracon Pvt. Ltd. as Gold Partners, Liugong as the Silver Partner, TATA Hitachi as the Equipment Partner, LivSYT as the Technology Partner, and Shyam Steel and Action Construction Equipment as Association Partners.
12th Annual Equipment India Awards: Presented by BKT, Timken as the Platinum Partner, TATA Hitachi as the Equipment Partner, and Schwing Stetter and Action Construction Equipment as Association Partners.
India RAHSTA Conference: Presented by BKT, Timken as the Gold Partner, Liugong and Nemetschek India as Silver Partners, TATA Hitachi as the Equipment Partner, LivSYT as the Technology Partner, and Action Construction Equipment as the Association Partner.
RAHSTA Expo: Hosted by MSRDC as the Host State Partner, Birla Pivot as the Powered By Partner, AF Star as the Platinum Partner, ArcelorMittal Nippon Steel India as the Gold Partner, NPL Bluesky Automotive as the Silver Partner, Mahindra Construction Equipment, Terex, Shyam Steel, and PNC Infratech as Associate Partners, TATA Hitachi as the Equipment Partner, Volvo as the Badge Partner, SANY as the Lanyard Partner, Steel Authority of India as the VIP Lounge Partner, and Automark Industries as the Bag Partner.
10th India Construction Festival: Larsen & Toubro as the Gold Partner, TATA Hitachi as the Equipment Partner, and Action Construction Equipment as the Associate Partner.

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Contact:
For exhibitor enquiries (for RAHSTA Expo 2025), contact Sujoy Gomes on Mob: +91 86577 95881, or Email:sujoy.g@asappinfoglobal.com Office: 022-3103 3000

Concrete

International seminar on Advances in Bridge Management hosted in Bengaluru

Published

5 days ago

October 7, 2024

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The International Seminar on “Advances in Bridge Management” took place on September 25-26, 2024, at Hotel Lalit Ashok, Bengaluru. Organised by the Indian Road Congress in association with the Ministry of Road Transport & Highways, Government of India, and the International Road Association, the seminar brought together top professionals from around the world. It was inaugurated by Nitin Gadkari Union Minister for Road Transport & Highways, Government of India.

Over the course of two days, 24 distinguished speakers shared their insights on the latest innovations and challenges in bridge construction and management. The event featured 12 international experts from countries including the USA, Canada, Germany, Hungary, Spain, France, Japan, Korea, the UK, and Australia, alongside 12 Indian speakers identified by the Indian Road Congress, Ministry of Surface Transports, and the International Road Association.

During the event, Dr S B Hegde, Professor, Department of Civil Engineering, Jain College of Engineering and Technology, Hubli and Visiting Professor, Pennsylvania State University, USA, delivered the first keynote presentation on “New and Sustainable Materials & Technologies in Bridge Construction”. “My session focused on the potential of innovative materials such as Photocatalytic Concrete, Self-Healing Concrete, Basalt Fiber-Reinforced Polymers, and Nanocomposites to improve the longevity and sustainability of India’s bridge infrastructure. This was particularly crucial as the design and construction of bridges for a 100-year service life demand advanced materials and techniques,” said Dr Hegde, who is also the Editorial Advisory Board Member of Indian Cement Review (ICR).

The response from the audience, including engineers, industry professionals, consultants, and academicians, was overwhelmingly positive. The seminar emphasised the importance of updated IRC codes, project preparation, and bridge health monitoring systems in achieving sustainable infrastructure development in India.

This seminar underscored India’s commitment to innovative solutions for infrastructure, setting the stage for future advancements in bridge management and construction.

Concrete

Revolutionising Energy

Published

3 weeks ago

September 23, 2024

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The April-June 2024 quarter posed a challenging period for India’s cement industry, with softer prices putting pressure on the topline of many firms. While volume growth has been steady, muted revenues underline the pressing need for a price revival, which experts anticipate in the second half of fiscal 2025. However, the dip in revenue is counterbalanced with the spirit of optimism.
Given the Indian government’s ambitious infrastructure plans, involving a $1.7 trillion investment by 2030, the Indian cement companies are set to invest $14.3 billion over the next four years in capacity expansion.
However, with growth comes responsibility. The cement sector, being one of the most energy-intensive industries, is under increasing scrutiny for its environmental impact. As India marches towards becoming a global leader in sustainable development, all leading cement companies are aligning their strategies with decarbonisation goals, setting Net Zero targets for the coming decades. This commitment reflects the larger trend of industries embracing green manufacturing operations as both an ethical responsibility and a competitive advantage.
A significant part of this transformation will be powered by renewable energy. By 2030, India’s cement sector is estimated to add up to 5 GW of renewable energy, a crucial step towards reducing the industry’s carbon footprint.
The path forward also involves adopting the principles of a circular economy, which will be pivotal in minimising waste, reusing resources, and ensuring long-term sustainability. As we look ahead, it’s clear that the cement sector’s focus on energy efficiency and sustainability will not only help meet climate targets but also foster prosperity and growth in the years to come.
Further, ASAPP Info Global Group (the publisher of ICR) is hosting the RAHSTA (Roads & Highways Sustainable Technologies & Advancements) Expo from October 9-10, 2024 at the Jio World Convention Centre, Mumbai, to showcase latest developments in technologies and materials used for road construction. To know more, visit www.RAHSTAexpo.com

Follow me on twitter @PratapPadode