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Market will lose trust in your brand if the product does not meet its promises

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Faisal Alam

President-Sales & Marketing, Kalyanpur Cement

Faisal Alam, President-Sales and Marketing, Kalyanpur Cement, had helped the company come out of its worst times into a situation where the demand for the brand today is twice the production.

When quizzed about the secret to branding cement effectively, Alam said that it is all about striking the right chord at the right time. In an interaction with ICR, Alam speaks on how to strike the right cord. Read on to find out.

How important is it to create a separate brand image for a product like cement?

It is very important in the today´s market as each brand is competing against each other.

What are the channels available for building a brand? Which of the medium do you find more effective?

It completely depends on the market spread. It is different for urban and rural setting. It also depends whether the market is pan India or regional.

What suggestions do you have for smaller companies with tighter budgets trying to build a brand?

I would suggest them to go for tractor/trolley and wall paintings, and avoid hoardings and media. ´Nukkad Nataks´ (plays in rural areas) are also an effective mode of advertisement in rural areas.

What thought process went behind your slogan, ´Garma garam cement´?

Customers always prefer to buy the freshest cement available to them. Even our plant is very close to the market where we deliver our product. Our material is delivered so fresh that it is hot when it reaches many destinations. We are highlighting this characteristic.

Do rural and urban markets require different campaigning strategies?

Yes. The strategies used are very different. We use radios and hoardings in urban areas. In villages, the awareness could be generated through the village Mukhia, a sarpanch.

How do you look at celebrity endorsements? Does it bring more value to a product?

In a way, celebrity endorsements does bring [decent] value to a product. But whether the return is sufficient enough to justify the high budget involved must be analysed. In celebrity endorsments, brand recall is better. It also provides better credibility to a product.

What would be the top three things that one must keep in mind while designing a campaign or planning a branding exercise?

The three things are its USP (genuineness), volume and pricing. Understanding the need of the market is very important. If your product is fulfilling that need then it becomes your USP. But it has to be genuine. Market will lose trust in your brand if the product does not meet its promises. Volume is also an important factor as many a times builders cannot wait for long. Pricing too must be decided judiciously as people interpret brand differently based on the price.

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Concrete

CCU testbeds in Tamil Nadu

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Tamil Nadu is set to host one of India’s five national carbon capture and utilisation (CCU) testbeds, aimed at reducing CO2 emissions in the cement industry as part of the country’s 2070 net-zero goal, as per a news report. The facility will be based at UltraTech Cement’s Reddipalayam plant in Ariyalur, supported by IIT Madras and BITS Pilani. Backed by the Department of Science and Technology (DST), the project will pilot an oxygen-enriched kiln capable of capturing up to two tonnes of CO2 per day for conversion into concrete products. Additional testbeds are planned in Rajasthan, Odisha, and Andhra Pradesh, involving companies like JK Cement and Dalmia Cement. Union Minister Jitendra Singh confirmed that funding approvals are underway, with full implementation expected in 2025.

Image source:https://www.heavyequipmentguide.ca/

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Concrete

JSW Cement gears up for IPO

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JSW Cement has set the price range for its upcoming initial public offering(IPO) at US$1.58 to US$1.67 per share, aiming to raise approximately US$409 million. As reported in the news, around US$91 million from the proceeds will be directed towards partially financing a new integrated cement plant in Nagaur, Rajasthan. Additionally, the company plans to utilise US$59.2 million to repay or prepay existing debts. The remaining capital will be allocated for general corporate purposes.

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Concrete

Cement industry to gain from new infrastructure spending

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As per a news report, Karan Adani, ACC Chair, has said that he expects the cement industry to benefit from the an anticipated US$2.2tn in new public infrastructure spending between 2025 and 2030. In a statement he said that ACC has crossed the 100Mt/yr cement capacity milestone in April 2025, propelling the company to get closer to its ambitious 140Mt/yr target by the 2028 financial year. The company’s capacity corresponds to 15 per cent of an all-India installed capacity of 686Mt/yr.

Image source:https://cementplantsupplier.com/cement-manufacturing/emerging-trends-in-cement-manufacturing-technology/

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