cement brand identity tranformation and communication
TRANSCRIPT
Rationale
•Unmatched strength,trust,resilience and finest quality •Clean and vibrant into a single entity. • logo with premium look •Strength and trust
•Classy, modern look. •Black and grey emphasizing commitment as long term player. •Modern and vibrant outlook. •Eye and mind catchy
HISTORY • 2000-Incorporated as L&T Cement Limited.
• 2004 JULY-Grasim acquired management control • OCT 2004-Name changed to UltraTech Cement Limited
•The UltraTech brand is built around the attributes of 'modernity', 'quality' and 'technological superiority'. •Based on these defining factors the brand is positioned as the expert for all construction needs..
BRAND RATIONALE
'Build Beautiful.' The brand has evolved to partner with engineers and architects in their mission to make style statements with their structures and to build a beautiful new India,
NEW COMMUNICATION
1994 Zuari entered the Cement business to operate the Texmaco
Cement Plant
1995 Texmaco’s Plant at Yerraguntla was taken over by Zuari and a
Cement Division was formed
2000
Zuari Cement Limited was born, when Zuari Industries entered
into a Joint Venture with the Italcementi Group, the 5th largest
producer of Cement in the world
2002 Zuari Cement took over Sri Vishnu Cement Limited
2006 Zuari Cement becomes 100% subsidiary of Italcementi Group
BRAND HISTORY
CAMPAIGN DATE: August 2010. LAUNCH PHASE: six-eight week MASCOT USED IN CAMPAIGN: Elephant CORE PROPOSITION: Strength POSITIONING :Asli Taaqat Ka Champion TARGET GROUP:Architects, engineers, contractors, masons and current/prospective individual home builders.
COMMUNICATION STRATEGY
•The company had invested early in creating a clear
communication strategy and now have the unique tag
line 'Asli taqat ka champion'.
•The Award winning commercial made by Zuari Cement
with the champion elephant continues to win hearts
amongst the customers and specifiers.
•With a superior quality product,transparent
policies,committed marketing,sales & technical service
team Zuari cement brand have created a 'champion' reputation in all the markets it operates.
COMMUNICATION STRATEGY
Positioning (Old Identity)
Positioning (New Identity)
Strength,Durability,Sustainability
Building quality Relationships
HALC CEMENT (DALMIA ULTRA) HALC : Higher Alite Lower Celite HALC's unique characteristics : Very low heat of hydration, lower water-cement ratio and higher one day strength help produce superior quality
• Press releases during new identity launch (Ultratech,Zuari,Birla A1)
• Announcement of new identity in website
• TVC announcing the change during launch (Ultratech,Zuari)
• Follow up activities (Trade & Outdoor)to announce/maintain the
new identity created with new collaterals.
FINDINGS
PHASE1-IDENTITY
• New brand identity development (Logo, Positioning)
• Brand manual/guidelines development
PHASE2-LAUNCH ANNOUNCEMENT : (AP/TS/TN/KA/KE/ORISSA/BIHAR/KOLKATA) • Launch event in East/West/North & South-One city each region • Logo & AV with new identity (Employees & stake holders) • Letter from chairman to all employees & stake holders announcing
new identity • Press release announcing the new identity • Website update ,Social media ATL: • Announcement of new identity in leading print media
(Newspapers/Industry Magazines) • Logo Transition AV to be made-Aired on TV/Theaters. • New radio jingle aired in radio stations. PAKAGING • Change with new identity
PHASE 3-FOLLOW UP REPLACE ALL THE AREAS WHERE OLD IDENTITY IS PRESENT. Corporate: • Office Branding (Corporate/Regional/Factories) • Stationary • Employee give away Trade(POP) • Letter from Chairman/MD to trade partners announcement of new
Identity • Shop painting, Dealer boards with new identity. • Posters,Danglers with new identity. • Give aways ( Pens,Keychains,T shirts,Caps etc ) with new identity. • Brochures.
Outdoor • Wall Painting (Hi rise/Low rise) • Hoardings • Bus panels • Bus shelters • Railway station • Bus station Events and Associations: • Industry Related.
Have a continuous brand presence and sustain for long time.
PHASE 3-FOLLOW UP
The font of ACC is consistent right from the brand inception.
The only change is in the color and positioning statements /communication.
The emotional connect was established consistently in all the TVC’s released from the brand inception.
Communication: Long lasting, for generations
FINDINGS
The new identity change is made in avery suttle way.
The mascot remains the same from its inception till now..
The only change is modernity is brought in the mascot without loosing the connect with the old.
The positioning “ Strength’ is communicated through out the TVC’s consistently from the brand inception.
Communication: Strength