Background

‡ ‡

Study focusing on a Cement Industry in certain region in India Objectives of the Study
‡

Determining brand image of four brands : Brand A , Brand B, Brand C and Brand D Understanding of brand relationships

‡ ‡

Study conducted with Influencers (Engineers), Dealers, Distributors/Promoters & End-Customer (Individual House EndBuilders ² IHB)

INFLUENCER·S POINT OF VIEW ON THE BRANDS

Decision Making Process of Influencers
‡

Influencers of three categories covered  Structural Engineers  Civil Engineers  Architects

Structural engineers have a biggest & fairly direct influence

metal. light fittings) Cement and steel considered the most critical input into construction  Cement is the binding agent Cement. sand. wood.construction materials include materials cement. steel. flooring. the most critical decision . plastering.Cement in Overall Construction Decisions ‡ ‡ ‡ ‡ Raw material decisions come after ¶designing· decisions Designing decisions include  Aesthetics which is responsibility of architect  Structural designing responsibility of structural engineers Raw materials. finishing items (plumbing.

ISO used to distinguish one miniminiplant brand from other  ´If mini-plants have ISI mark then it really does not minimatterµ Quality of the big brands is similar  ´all are big plantsµ  ´the q-test would show similar strengthµ qDecision process different for the two types of clients  IHB for their own house/ bungalow  Big clients.Influencers : Key Findings ‡ ‡ ‡ ‡ Perceived difference in quality between cement from miniminiplants & big brands Surrogate indicators like ISI.Builders/Contractors for residential complexes clients- .

Influencer·s Interaction with IHB Segment ‡ ‡ ‡ ‡ ‡ IHB Clients depend more on structural engineer/ architectarchitectsince do not have technical know-how knowIHB want the best without any compromise Architects/ engineers ¶play it safe· suggest 3-4 brands 3Brand B perceived to be salient amongst IHB Change of brand during construction due to lack of proper planning Influencers recognize brand pull.refuse to take a stand in IHB segment .

Influencer·s Interaction with Builders ‡ ‡ ‡ ‡ Builders have a technical knowledge. Not much difference in brand·s quality A 2-3 rupee per bag amounts to a considerable saving in overall 2project Will not take kindly non-availability since this would lead to nondelays in project Price & Availability Critical .

Brand Personality: Brand C INFLUENCERS ‡Modern. Shahrukh Khan . we don¶t need him either ‡DOES NOT MIX WITH EVERYBODY. DOES NOT LET US IN ‡PERSONALLY A STRANGER ‡LIVING IN A FARMHOUSE.WILL DEFINITELY PROGRESS ‡Doesn¶t need us.ISOLATED ‡Self Obsessed :Sonia Gandhi. Confident Celebrity ‡UP TO DATE WITH THE LATEST ‡KNOWS HIS MIND.

NO EGO ‡Mature. Self Made ‡SELF.Brand Personality: Brand A INFLUENCERS ‡Friendly ‡ APPROACHABLE.K..MATURE ‡Veteran. not the first : L.MADE. Advani . TAKES EVERYBODY ALONG ‡MILANSAAR.WORKED HIS WAY UP ‡HAS EXPERIENCE.

FULFILS A PROMISE ‡Not a Bum Chum ‡SOMEWHAT EGOISTIC . RESIDES IN A POSH AREA ‡RELIABLE. Trusted ‡PRAISEWORTHY ‡MOST RESPECTED.Brand Personality: Brand B INFLUENCERS ‡Respected.MOST TRUSTED ‡Young & Affluent ‡IN HIS 30s.

NO PRETENSIONS ‡Has Potential ‡ PROGRESSIVE ‡IMPROVING ‡HAS POTENTIAL .Brand Personality: Brand D INFLUENCERS ‡Down to Earth ‡HUMBLE ‡STRAIGHT.

RETAILER·S POINT OF VIEW ON THE BRANDS .

Customer Profile All classes.1 bag to 500 bags classesCome through business/ personal contacts IHB : Small construction work Contractors :Big work for IHB. Builders ‡ ‡ ‡ ‡ .

Stocking Pattern ‡ ‡ ‡ Cannot over-stock cement over Requires go-down space go Unlike bricks/sand. The money generated is used to pay advance for big brands  Type of brands   Two companies/sister outfits stocking competitive brands Purchasing Strategy key to Profitability . cement needs shelter Stock as and when we require  Big companies can reach us by evening if we order in the morning Purchasing strategy .key to success  Route of purchase  Certain brands allow for diversion of non-trade material into trade nonsegment Mini plant brands allow for credit.

If they want a brand that I don·t stock  Contact somebody /sister company who stocks the brand demanded Demand of brand of cement varies by area  Pockets existing due to earlier strong network of dealers Builder generally perceived to want the cheapest brand Recognize the criticality of brand pull .Brand Pull ‡ ‡ ‡ ‡ Most customers know their mind.

can·t settle for less than Rs.Price fluctuations & policies lead to confusion. not in cement  Cement like a loss leader.Pulls other material along with it  Margins in building material up to 25% Price fluctuations  Cannot avail full benefits of any scheme. Feel cheated . 5 as margin Actual margins are in other building material.Margins ‡ ‡ ‡ Keeping the investment in mind.

Distributor perceived as company·s man Cat & Mouse game with distributor  Sometimes they win.sometimes we win No love lost for Distributor .structural engineer aate hain«.On Distributors/Promoters ‡ ‡ ‡ ‡ Brand B stands out.structural hain«customer hain«customer impress hota hai No perceived differences in behaviour of distributors of different brands. but only just  Brand B waala zyaada aate hain«.

no standing in market. yet get cement at a cheaper rate  We pay deposit. They may be fly-by-night operators fly-byFeel the pressures of meeting targets leads to these practices Long term relationship with company not rewarded .Non‡ ‡ ‡ Current system biased towards Non-Trade NonLeads to anti-contractor/builder feelings anti Have no asset.Trade .Non-Trade .

a loss making proposition .without brandsdealership of any one brand. why stocked this« we say«oh this is of our friend«he did not have space«just for today Exclusive Dealership of a brand is not liked  Have to chase targets  Binds us without any benefits  One of the respondents stocking 8 brands. Is very happy.not too interfering Gujarat- Exclusive relationship.GUJARAT BRANDS  Rajasthan brands are lesser quality.Stocking brands ‡ ‡ ‡ No brand can pressurize us to stock just theirs except Brand B  We stock others but not on the counter  If Brand C says. RAJASTHANRAJASTHAN.lower priced  Have limited targets in Gujarat.

ISOLATED ‡One Sided Relationship ‡NOT A BENEFICIAL RELATIONSHIP ‡HAVE TO SNATCH YOUR RIGHT ‡Self Obsessed :Sonia Gandhi. BUSINESS LIKE ‡Healthy & Stout ‡HEALTHY.STOUT EXTERIOR. Confident Celebrity ‡UP TO DATE WITH THE LATEST ‡KNOWS HIS MIND. Shahrukh Khan .WILL DEFINITELY PROGRESS RETAILERS ‡Young & Robot Like ‡ FORMAL. DISTANT.TIRED INTERIOR (SURRENDERED TO BIRLA) ‡Doesn¶t need us. we don¶t need him either ‡DOES NOT MIX WITH EVERYBODY.Brand Personality: Brand C INFLUENCERS ‡Modern. DOES NOT LET US IN ‡PERSONALLY A STRANGER ‡LIVING IN A FARMHOUSE.

52 YEARS. Self Made ‡SELF.WORKED HIS WAY UP ‡HAS EXPERIENCE. LIKE AN ELDER FAMILY ‡CAN RELATE TO HIM LIKE A GRANDSON ‡Mature.MADE. never the first : L.MATURE ‡Out of Touch with Times ‡LISTEN TO HIM BUT DO NOT IMPLEMENT ‡IS NOT VALUED ANYMORE (KADAR NAHIN) ‡HAS LOST TOUCH OF OUR REALITY ‡FEEL CANT RELY ON HIM ‡Veteran.Brand Personality: Brand A INFLUENCERS ‡Friendly ‡ APPROACHABLE. TAKES EVERYBODY ALONG ‡MILANSAAR.NO EGO RETAILERS ‡Mature & Elderly ‡SAMAJHDAAR.. Advani .K.

Trusted ‡PRAISEWORTHY ‡MOST RESPECTED. NEVER LOSE ‡Not a Bum Chum ‡SOMEWHAT EGOISTIC ‡Higher Status.Not Easy to Approach ‡DOMINATES ‡ONE NEEDS TO PAY A PRICE FOR MAINTAINING FRIENDSHIP WITH SOMEBODY HIGHER THAN SELF .MOST TRUSTED RETAILERS Young & Strong ‡20-25. EAGERNESS TO WORK IN FUTURE ‡Young & Affluent ‡IN HIS 30s.Brand Personality: Brand B INFLUENCERS ‡Respected. RESIDES IN A POSH AREA ‡RELIABLE.FULFILS A PROMISE ‡Reliable ‡Beneficial Relationship ‡ONE IS LIKELY TO BENEFIT.

Brand Personality: Brand D INFLUENCERS ‡Down to Earth ‡HUMBLE ‡STRAIGHT. Brand A¶s Sibling ‡SISTER OF Brand A ‡HAS COME BACK FROM IN-LAWS PLACE ‡Has Potential ‡ PROGRESSIVE ‡IMPROVING ‡HAS POTENTIAL ‡A Liability on Brand A ‡BURDEN ON Brand A ‡ALL HER LIFE HAS TAKEN FROM EVERYBODY ‡NO FUTURE ‡WILL AFFECT Brand A NEGATIVELY .NO PRETENSIONS RETAILERS ‡Female.

IHB POINT OF VIEW ON THE BRANDS .

Logon ko. main considerations are:  Economical use of space  Should be strong. material ko ikaththa ¶Pareshaanikaro· For a ¶ghar·. bricks and steel considered the main things for construction ‡ .last more than a lifetime strong More so after the earthquake Cement.Views About ¶Cement· ‡ ‡ Construction of house is a high involvement process and a logistical nightmare  ¶Pareshaani-bahut kaam.

Role of Cement ‡ ‡ ‡ ‡ Cement. considered most important because it·s the binding agent  ´Pakar banataµ Cement. Low Price Sensitivity . unlike Bricks & Steel. provides plethora of choices  Quite a few brands in the market  Available in grades No compromise on material Once in a lifetime decision No room for compromise.

.search for information consideration Survey amongst those who have already built a house   ´Discussed with a business colleagueµ ´Bhai sahab. unhone do mahine pahle hi ghar banaya thaµ ´Architect ya engineer se bhi poochte hain..Decision Process For Cement ‡ Cement considered an area where intricacies of how product works not known  This considered a handicap  Further makes people risk-averse risk  ´how do we know how it sets and makes everything strong.· ´Just for a house one will not go to a lab to testµ ‡ A lot of consideration.µ  Consult the ¶experts·  Little knowledge & high involvement makes people risk averse .

Decision Process For Cement ‡ ‡ ‡ Most people have already formed an opinion on what is the best  Word of mouth..µ  ´Told us to use different grade for roof«walls«i did notµ  Few take the expert advice of ¶choosing amongst the four brands· seriously The salient brand wins Own belief about the µbest cement¶ that wins .Humne to ek baar banana hai. advertising play a key role  View of others taken just to confirm self view A little skeptical of ¶expert· view  ´Unka to kaam hi yahi hai«.

Decision Process for Cement ‡ ‡ ‡ Notion of it being a little expensive is all the more assuring  ´Abhi chaar.paanch rupaye ke liye samjhauta thori chaarkarengeµ Proximity of shop not an issue  Home delivery  Contractor can hunt for the shop Retailer·s influence non-existent non- Expensive=Reassuring. not an issue . Availability & Push.

SUMMARY OF BRAND IDENTITY & POSITIONING .

TIRED INTERIOR (SURRENDERED TO BIRLA) ‡Doesn¶t need us. Shahrukh Khan .STOUT EXTERIOR. DISTANT. DOES NOT LET US IN ‡PERSONALLY A STRANGER ‡LIVING IN A FARMHOUSE. Confident Celebrity ‡UP TO DATE WITH THE LATEST ‡KNOWS HIS MIND.Respected ‡MATURE ‡GOOD PERSONALITY ‡NOT A COMMONER ‡Formal Relationship ‡NOT MUCH FRIENDLY ‡PURELY PROFESSIONAL ‡JUST A HI-HELLO FRIEND INFLUENCERS ‡Modern.WILL DEFINITELY PROGRESS RETAILERS ‡Young & Robot Like ‡ FORMAL.Brand Personality: Brand C INDIVIDUAL HOUSE BUILDER ‡Stands Out. BUSINESS LIKE ‡Healthy & Stout ‡HEALTHY. we don¶t need him either ‡DOES NOT MIX WITH EVERYBODY.ISOLATED ‡One Sided Relationship ‡NOT A BENEFICIAL RELATIONSHIP ‡HAVE TO SNATCH YOUR RIGHT ‡Self Obsessed :Sonia Gandhi.

MADE.WORKED HIS WAY UP ‡HAS EXPERIENCE.52 YEARS. LIKE AN ELDER FAMILY ‡CAN RELATE TO HIM LIKE A GRANDSON ‡Mature.MATURE ‡Out of Touch with Times ‡LISTEN TO HIM BUT DO NOT IMPLEMENT ‡IS NOT VALUED ANYMORE (KADAR NAHIN) ‡HAS LOST TOUCH OF OUR REALITY ‡FEEL CANT RELY ON HIM ‡Veteran. TAKES EVERYBODY ALONG ‡MILANSAAR.NO EGO RETAILERS ‡Mature & Elderly ‡SAMAJHDAAR.PEOPLE ARE NOT TRUSTING HIM ‡Stranger ‡NOT MUCH AFFECTION FOR HIM. Self Made ‡SELF..Common Man ‡Mature.Not Listened to ‡SPEAKS THE RIGHT THING.DON¶T KNOW IF IT ALSO CARES ‡Mutually Indifferent Relationship INFLUENCERS ‡Friendly ‡ APPROACHABLE. never the first : L.Brand Personality: Brand A INDIVIDUAL HOUSE BUILDER ‡Old.K. Advani .

Brand Personality: Brand B INDIVIDUAL HOUSE BUILDER ‡ Sumo Wrestler in Thirties ‡STRONG.FULFILS A PROMISE ‡Reliable ‡Beneficial Relationship ‡ONE IS LIKELY TO BENEFIT.HEALTHY ‡Bodyguard ‡WILL PROTECT US ‡Lasting Relationship.Not Easy to Approach ‡DOMINATES ‡ONE NEEDS TO PAY A PRICE FOR MAINTAINING FRIENDSHIP WITH SOMEBODY HIGHER THAN SELF . Very Reliable ‡GIVE ALL TASKS TO HIM.FRIENDLY. AND BE CAREFREE ‡Good Future ‡WILL BE MOST SUCCESSFUL ‡BEST WISHES AND AFFECTION INFLUENCERS ‡Respected. NEVER LOSE ‡Not a Bum Chum ‡SOMEWHAT EGOISTIC ‡Higher Status. RESIDES IN A POSH AREA ‡RELIABLE.MOST TRUSTED RETAILERS Young & Strong ‡20-25. Trusted ‡PRAISEWORTHY ‡MOST RESPECTED. EAGERNESS TO WORK IN FUTURE ‡Young & Affluent ‡IN HIS 30s.

‡A NEWCOMER ‡Brand A Association ‡SAME COMPANY AS Brand A INFLUENCERS ‡Down to Earth ‡HUMBLE ‡STRAIGHT.NO PRETENSIONS RETAILERS ‡Female. INNOCENT.Brand Personality:Brand D INDIVIDUAL HOUSE BUILDER ‡ Confusing Imagery ‡OLD.VERY MATURE ‡A GIRL ±YOUNG. Brand A¶s Sibling ‡SISTER OF Brand A ‡HAS COME BACK FROM IN-LAWS PLACE ‡Has Potential ‡ PROGRESSIVE ‡IMPROVING ‡HAS POTENTIAL ‡A Liability on Brand A ‡BURDEN ON Brand A ‡ALL HER LIFE HAS TAKEN FROM EVERYBODY ‡NO FUTURE ‡WILL AFFECT Brand A NEGATIVELY .

Sign up to vote on this title
UsefulNot useful