Concrete

Digital marketing helps brands connect

Published

6 months ago

July 16, 2024

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Muskaan Jain, Founder and CEO, The Social Culture, discusses how companies can leverage digital marketing to enhance visibility and market reach.

How critical is branding in the highly competitive cement industry, and what unique challenges does it present?
Creating a strong brand identity in the cement industry, or any industry for that matter, is indeed a complex task that requires a deep understanding of both the product and the target audience. As a branding and packaging designer, you are right to focus on the emotional connection and practical sense that your branding should convey. Here are some strategies to ensure your branding is original, resonates with your audience, and stands out in the competitive market:

Understand your audience: Know who your customers are, what they value, and how they perceive your industry. This will help you tailor your branding to their needs and preferences.
Differentiate your brand: In a commoditised industry like cement, it›s crucial to find what makes your product or service unique. This could be your production process, sustainability efforts, customer service or any other aspect that sets you apart from competitors.
Consistent visual identity: Your brand›s visual elements, including logo, color scheme, typography, and imagery, should be consistent across all platforms. This consistency helps in building recognition and trust.
Storytelling: Use storytelling to convey your brand›s values, ethos and unique selling proposition. A compelling narrative can help create an emotional connection with your audience.
Ethical and practical messaging: Highlight the practical benefits of your product, such as durability, strength, and environmental friendliness. Combine this with ethical messaging that reflects your company›s commitment to sustainability, community and transparency.
Engage with your audience: Use social media, content marketing, and other channels to engage with your audience. Share behind-the-scenes content, customer testimonials and educational materials that showcase your expertise and build trust.
Innovative packaging: As a packaging designer, you can differentiate your brand through innovative packaging that is both functional and aesthetically pleasing. Consider eco-friendly materials and designs that align with your brand›s values and appeal to your target market.
Humanise your brand: People connect with other people, so make sure your brand has a human touch. Share the story of your founders, team, and the people behind the scenes. Use a tone of voice in your communications that is approachable and relatable.
Crisp and professional communication: Ensure that all your communications are clear, concise, and professional. Avoid jargon and complex language that might alienate your audience.
Emotional connection: As you mentioned, emotions are key. Create campaigns and content that evoke feelings such as trust, reliability, and pride. Show how your product contributes to building not just structures, but communities and memories.

By focusing on these aspects, you can create a brand identity for your cement company that is both original and resonates with your audience, helping you to stand out in a crowded market. Remember, branding is an ongoing process and it›s important to stay attuned to the evolving needs and preferences of your customers.

What branding strategies do you recommend to differentiate oneself from competitors?
Cement industry is seen as a very not so glamorous field compared to architecture or interiors.
Branding has four key pillars – colour, logo, key problem and tagline.
I suggest that when cement manufacturers are looking to create a place, they should stick to the roots and wear the label proudly on how they are fixing the problem. Do you have different key components that make your cement stronger or do you have a cooling element that keeps the home more comfortable during summers. This key differentiator will help you understand what and how›s in order to grow the brand. When it comes to designing, as per your personal preference you can choose between keeping it simple or creating an abstract logo and adding your company name below. Both ways are efficient. Post this the most key thing is to choose your brand colour. Do a deep dive study on colour theory and its meaning as this will help you get your pillars for your branding. After which comes your tagline that gives you a chance to address who you are targeting, your motives and how you can help. All this makes a strong house for your brand. Basically, cement for the walls to keep your house long lasting.
Digital marketing helps brands connect. Don’t simply sell your product, but connect with your audience by addressing their pain points. Encourage them to book consultation calls, no strings attached.

How can cement brands effectively communicate their value proposition to both B2B and B2C segments?
It›s not one solution that fits all. While you pitch B2B you have to serve their pros right in front of them. At the end of the day, it’s also about business and profits. Make a compelling case how you are a better partner for them and why you are not the same from Brand A. Get into core details. While on other hands B2C you need to be honest, transparent and also suggest to them what all properties your cement has. Education is a must in the B2C category. When a customer is acknowledged with quashing myths and educating them with facts, they feel empowered. They feel they know it all and that›s how they will turn back to you because you are
the source.

How have successful branding initiatives helped cement companies?
The most popular branding campaigns are Ambuja Cement, Ultratech and JK Cement. These names are known to every person from rural to urban India. They capitalised on human emotions, relatable humour ads, subtly putting cement in the humour and getting it to become a household name. This led to word-of-mouth and with the distributors pushing it across offline channels, it created a recipe for success.
Using brand colours and fonts consistently to create a subconscious image is the key. Taglines that are catchy and almost used as everyday lines can really help you become a household name. Subtly hinting brand integrations along with typography, wordplay or even logo can make space in the memory of one’s mind.

Which metrics or key performance indicators (KPIs) are most indicative of success?
This is quite subjective. If your brand taglines or colours are adopted by the audience through humour more than just your product is successful. Obviously, you can also count them as the number of your community grows. The KPI here would be to get as many people to speak about your brand
as possible.

– Kanika Mathur

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Concrete

Indian Steel Ministry Seeks $1.7 Bn for Low-Carbon Steel Production

India is actively working on a green steel policy

Published

14 hours ago

January 20, 2025

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India’s Ministry of Steel has requested 150 billion rupees (approximately $1.74 billion) from the federal budget to incentivise mills to produce low-carbon steel, according to two government sources familiar with the matter.

As the world’s second-largest steel producer after China, India is actively working on a green steel policy aimed at reducing emissions in steel production. This initiative forms part of the country’s broader efforts to meet its net-zero target by 2070, as outlined by Prime Minister Narendra Modi.

The steel ministry plans to use the funds to offer incentives that encourage emissions reduction, improve research and development, increase raw material efficiency, and incentivise banks to offer lower interest rates on renewable energy loans. These details were shared by the sources, who requested anonymity as the discussions are private.

The steel ministry did not respond to an email seeking comment.

Once the funds are allocated, the ministry will submit the proposal for the cabinet’s approval. In December, the government defined ‘green steel’ as steel produced with emissions lower than 2.2 metric tons of CO2 per tonne of finished steel.

The proposed incentives would remain in place until 2030, with green steel potentially being used in government projects.

India’s steel production generates 2.55 metric tons of carbon dioxide per tonne of crude steel, 38% higher than the global average of 1.85 tons, according to Global Energy Monitor.

Concrete

Cement Industry Needs 35-45% Emissions Cut for Net-zero by 2070

This need was highlighted at a workshop organised by NITI Aayog at Vigyan Bhawan.

Published

14 hours ago

January 20, 2025

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The Indian cement sector, responsible for 5.8 per cent of the country’s total CO? emissions, requires the adoption of carbon capture, utilisation, and storage (CCUS) technologies to achieve a 35-45 per cent reduction in emissions and meet the net-zero target by 2070. This need was highlighted at a workshop organized by NITI Aayog at Vigyan Bhawan.

Titled “Carbon Capture, Utilization, and Storage (CCUS) in the Indian Cement Sector,” the workshop brought together government officials, industry leaders, researchers, and academicians to discuss decarbonisation strategies. The Indian cement industry, with an installed capacity of 600 million tonnes and an annual production of 391 million tonnes, plays a critical role in the country’s infrastructure development and economy.

Prof Ajay Kumar Sood, Principal Scientific Adviser to the Prime Minister, stated that CCUS is an essential tool for addressing emissions in the cement sector, which is crucial for meeting India’s long-term climate goals. He stressed the need to balance economic growth with environmental targets and advance research and development to overcome challenges in decarbonizing this hard-to-abate sector.

Dr VK Saraswat, Member of NITI Aayog, noted that the cement industry is a key player in the Asia-Pacific region, which is witnessing rapid growth in the global cement market. He emphasised that carbon capture and utilization technologies, along with clean energy initiatives, are vital for reducing emissions in the cement sector. He also highlighted the role of carbon pricing and climate finance in supporting decarbonisation efforts.

India holds significant potential for CCUS, with regions like the Krishna-Godavari Basin, Deccan Traps, and mature oil and gas fields offering substantial CO? storage capacity. Innovative utilisation pathways, such as producing methanol, biodegradable plastics, and value-added chemicals, were discussed as potential solutions for creating a low-carbon future.

Pankaj Agarwal, Secretary of the Ministry of Power, shared that the government is preparing a comprehensive CCUS Mission to support these efforts. Ranjith Rath, CMD of Oil India, emphasised the need for innovative solutions and geo-sequestration techniques to mitigate emissions effectively.

Concrete

15th Cement EXPO: A Step Forward in Cement Innovation

Published

4 days ago

January 17, 2025

admin

Mumbai

Following the immense success of the 14th Cement EXPO, held on December 14-15, 2023, at the Manekshaw Centre, New Delhi, the next edition of this premier event is set to take place in March 2025. The 15th Cement EXPO will be hosted at Yashobhoomi, Delhi, on 12th and 13th November 2025.

Meanwhile, the Cement Expo Forum 2025 is scheduled for 5th and 6th March 2025 at Taj Krishna in Hyderabad. This exciting 3-in-1 event, organised by FIRST Construction Council (FCC) and Indian Cement Review (ICR), will bring together industry leaders, innovators, and stakeholders to discuss the future of the cement sector.

Building on the Success of the 14th Cement EXPO

The 14th Cement EXPO was widely praised for its strong participation, attracting over 1,500 senior managers and decision-makers from across the cement industry. The event was inaugurated by Dr. Vibha Dhawan, Director General of TERI, and Ali Emir Adiguzel, Founder and Director of the World Cement Association, alongside Pratap Padode, Founder of FIRST Construction Council (FCC). The two-tiered exhibition space featured cutting-edge products and innovations from top companies within the cement industry’s supply chain.

The event also garnered significant support from key government bodies, including the Ministry of Road Transport and Highways, Government e-Marketplace (GeM), and the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce and Industry, Government of India (GoI).

Recognition and Excellence in the Cement Industry

The 7th Indian Cement Review Awards celebrated excellence by presenting awards to 11 companies in various categories, recognising their contributions to growth and innovation within the industry. Notably, Parth Jindal, Managing Director of JSW Cement, was honoured with the prestigious Indian Cement Review – Person of the Year Award 2023. Meanwhile, Vinita Singhania, Vice Chairman and Managing Director of JK Lakshmi Cement Ltd, received the Lifetime Achievement Award for her outstanding leadership and contributions to the sector.

A Vision for Sustainability

With the theme of “Driving Sustainability Through Technology,” the 9th Indian Cement Review Conference hosted thought-provoking discussions and presentations, highlighting the industry’s commitment to adopting innovative, sustainable practices. The conference served as a platform for dialogue on the latest technological advancements aimed at transforming the cement sector, addressing key challenges, and fostering growth.

What to Expect from Cement EXPO 2025

The 15th Cement EXPO, along with the 10th Indian Cement Review Conference and the 8th Indian Cement Review Awards, is set to be even bigger and more impactful than the 2023 edition. With an expanded exhibition space, greater participation, and more in-depth discussions, the 2025 event will continue to drive the industry forward. This 3-in-1 event promises to be a pivotal moment in the ongoing transformation of the cement sector.

As the industry evolves, the 15th Cement EXPO 2025 will serve as a crucial platform for showcasing innovations, discussing emerging trends, and forging new partnerships to shape the future of cement and construction.

For more details:

Cement Expo Forum 2025: https://cementexpo.in/forum

15^th Cement Expo 2025: https://cementexpo.in/

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Sheetal Talreja

Mob: +91 842 2874 030

Email: sheetal@IndianCementReview.com

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Sujoy Gomes

Mob: +91 865 7795 881

Email: Sujoy.g@ASAPPinfoGlobal.com

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