Concrete

Maintain a consistent visual identity

Published

6 months ago

July 16, 2024

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Kaniisha Chamarria, Founder, K-Konsults (Marketing and PR) highlights the critical role of branding in the competitive cement industry, emphasising the importance of quality assurance, innovation and customer experience.

How critical is branding in the highly competitive cement industry, and what unique challenges does it present?
Branding is absolutely critical in the cement industry, which is often seen as a commodity market. The primary challenge lies in differentiating a product that appears largely similar across brands. Unlike consumer goods, where branding can focus on emotional appeal, cement branding must emphasise attributes like quality, durability, and reliability. Additionally, the B2B nature of the industry means that trust and long-term relationships are crucial, making brand consistency and reputation paramount.

What specific branding strategies do you recommend for cement manufacturers to differentiate them from their competitors?
To differentiate, cement manufacturers should focus on:

Quality assurance: Consistently highlight the superior quality and performance of their products.
Innovation: Showcase any technological advancements or unique features.
Sustainability: Emphasise eco-friendly practices and green certifications.
Customer experience: Provide exceptional customer service and support.
Community engagement: Invest in local community projects to build goodwill and brand loyalty.

How can cement brands effectively communicate their value proposition to both B2B and B2C segments?
For B2B segments, focus on technical specifications, performance data, and case studies demonstrating successful projects. For B2C segments, emphasise the benefits of using high-quality cement for home construction, such as longevity, safety, and cost savings over time. Using tailored content for each segment through the appropriate channels is key—technical papers and trade shows for B2B, and social media, influencers and testimonials for B2C.

Cites examples of successful branding initiatives that have significantly impacted market perception and sales?
One notable example is UltraTech Cement’s ‘Build Beautiful’ campaign, which effectively communicated the brand’s commitment to quality and innovation. Another example is ACC Cement’s ‘Green Building Centres’ initiative, which not only promoted their products but also highlighted their sustainable practices. These campaigns not only boosted sales but also enhanced brand perception as leaders in quality and sustainability.

How does sustainability factor into the branding of cement products, and what best practices should companies follow to highlight their green initiatives?
Sustainability is increasingly important in branding, as consumers and businesses alike are more eco-conscious. Cement companies should:

Highlight certifications: Promote any green certifications or eco-labels.
Transparent communication: Clearly communicate the steps taken to reduce carbon footprints, such as using alternative fuels and raw materials.
Green product lines: Develop and market eco-friendly product lines.
Community initiatives: Engage in and publicise sustainable community projects.

In what ways can digital marketing and social media be leveraged to enhance the visibility and reach of a cement brand?
Digital marketing and social media offer cost-effective ways to reach a wide audience.
Strategies include:

Content marketing: Create and share valuable content like blog posts, videos and infographics that highlight the benefits of your cement products.
Social media engagement: Use platforms like LinkedIn, Facebook and Instagram to engage with both B2B and B2C audiences through posts, stories, and live sessions.
SEO and PPC: Utilise search engine optimisation (SEO) and pay-per-click (PPC) advertising to increase online visibility.
Influencer collaborations: Partner with industry influencers to reach new audiences and build credibility.

What are the key elements of a consistent branding strategy across various product lines and markets in the cement industry?
Consistency in branding is achieved through:

Unified messaging: Ensure that all communications convey the same core values and messages.
Visual identity: Maintain a consistent visual identity, including logos, colours and design elements.
Quality standards: Apply the same quality standards across all product lines.
Customer experience: Provide a uniform customer experience, whether it’s through sales interactions, customer support or product performance.

How do you measure the effectiveness of branding efforts for a cement company, and which metrics or key performance indicators (KPIs) are most indicative of success?
Effectiveness can be measured using:

Brand awareness: Track brand recognition and recall through surveys and studies.
Market share: Monitor changes in market share relative to competitors.
Sales growth: Measure increases in sales volume and revenue.
Customer loyalty: Assess repeat purchase rates and customer retention.
Engagement metrics: Track digital engagement metrics such as website traffic, social media interactions and content shares.

– 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

13 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

13 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

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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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