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International Journal of Advanced Research in Engineering and Technology

(IJARET) Volume 6, Issue 8, Aug 2015, pp. 94-106, Article ID: IJARET_06_08_009

Available online at

http://www.iaeme.com/IJARET/issues.asp?JTypeIJARET&VType=6&IType=8

ISSN Print: 0976-6480 and ISSN Online: 0976-6499

© IAEME Publication

___________________________________________________________________________

TRANSFORMATION FROM A

CONVENTIONAL “COMMODITY” TO A

“BRAND” OF CEMENT AND ITS IMPACT

Ashutosh Kumar

Senior joint President (Marketing), Jaypee Cements, Hyderabad & Research Scholar,

Amet University Kanathur, Chennai, India

Dr. Prabhat Kumar

Distinguished Scientist & Former Chairman & Managing Director,

Bharatiya NabhikiyaVidyut Nigam Limited,

Department of Atomic Energy, Kalpakkam – 603 102, Tamil Nadu. India

&

Research Supervisor, Amet University, Kanathur, Chennai – 603 112, India

Dr. N. Manoharan

Director Research, AMET University, Chennai, India

Thivya Gopalan

Assistant Professor, Dept. of Management, Bharath University, Chennai

1. INTRODUCTION

During my work experience while selling a commodity, I have realised the

fact that the life cycle pattern of a commodity (product) journeys almost as

similar as that of a human being and experiences the same success and

turmoil during this journey as a human being experiences. In the following

passages I have attempted to establish a close relationship between a product

life cycle vis a vis life cycle of a human being.

A normal person, over a period of time during his life cycle, if the

circumstances favour him and he is bestowed with good human values attains

a popular status in the society and then there are reasons for him facing a

downfall. One can see the similar fate of a product in its life cycle.

Key words: Image of the Product, Demand and the Competition, Pull in the

Market, Brand Building, Competitors, ‘Branding’, Product Image. Brand

Image, Market Feedback, Performance Of The Brand.

Transformation From A Conventional “Commodity” To A “Brand” of Cement And Its

Impact


Cite this Article: Ashutosh Kumar, Dr. Prabhat Kumar, Dr. N. Manoharan

and Thivya Gopalan, Transformation From A Conventional “Commodity” To

A “Brand” of Cement And Its Impact. International Journal of Advanced

Research in Engineering and Technology, 6(8), 2015, pp. 94-106.

http://www.iaeme.com/IJARET/issues.asp?JType=IJARET&VType=6&IType=8

2. HUMAN BEHAVIOR

From time immemorial the individual's tendency is to have his different and

identifiable image in the society. He wants to be recognized and appreciated by his

own people and people at large. In order to develop his peculiar personality he

attempts to emulate good qualities from people, shuns the bad habits or attitude and

also promotes himself in a way such that he is liked, appreciated and welcomed by the

society.

In order to achieve this objective many individuals employ the services of

publicity agencies. The political leaders have been very frequently resorting to such

publicity stunts even though it may look cheap to many of us. During the election

period, such brand building activities are seen very frequently, rightly or wrongly,

though during this time, projecting their image as a messiah is done to achieve a

certain objective.

In the entire life span of an individual there are numerous ups and downs in his

personal life so also professional life. The entire life span of any person on this earth

cannot run smoothly with the same pace and gusto and without hindrances although

he wishes so. He has to face both the extremes of Highs and Lows, irrespective of the

designation he holds in his work place or the position that he holds in the society. The

cause of such a situation is attributable to his internal family or external factors.

Knowing these facts, each individual always remains in the race of keeping

himself ahead of rest all and in order to always remain on top, he keeps adopting

various tools of elevating and promoting his personality and efforts in increasing his

acceptability, be it his home, work place or social gatherings.

During the life cycle, an individual's own nature, behavior or attitude is not only

reason for his downfall, many a times the external factors, situations and conditions

are also responsible for his setbacks. Such factors, situations or conditions may have

been created because of his own acts or sometimes the individual might not have any

control on checking such unwanted situations. The people around him are many times

responsible for creating such situations for him. The individual therefore, in order to

safeguard his position has to regularly remain alert, especially in his professional

career, so that his image is not tarnished

Thus In order to be able to retain his position, respect and status, the individual

has to develop and maintain his overall personality, and continuously work on

refurbishing it. The traits that add to one's overall personality can be mainly his own

personality, his knowledge level, dressing sense, communication skill, nature,

behavior etc…….. On all such traits he has to work continuously, else he will soon

fall from his current position.

3. “PRODUCT”VIS-A-VIS“HUMAN” LIFE CYCLE

Having said in brief above about the personality of an individual, I actually want to

make my point that like human beings, a product has also a life cycle for a longer or a

limited period and during this period the product also passes through the similar

Ashutosh Kumar, Dr. Prabhat Kumar, Dr. N. Manoharan and Thivya Gopalan


terrain of Ups and Downs. It is the responsibility of the people managing the product

to see that the product does not have to face a declining trend and therefore the people

have to consistently keep refurbishing the image of the product depending upon its

demand and the competition that it faces. The demand of the product vis a vis its

competitors’ depends upon its pull in the market by the consumers.

The higher demand of the product by the consumers leads to increase in sale and

thus better profitability to the companies and in order to ensure that the product

remains in good demand, the companies have to regularly work in such a way that

product’s pull in the market is maintained. The companies have been consistently

working upon retaining market share for the product and for which, depending upon

the feedback from the marketing team, the R and D department keeps adding value to

the product. The value addition in the product is done considering the available

features in competitor brands and quality improvements done by the competitors in

their product. Based on the consumer feedback and their requirements also the

product is modified.

As I have mentioned in the foregoing paragraphs that in order to maintain his

status and position, an individual has to develop special qualities so as to attain

special identity and for which he has to consistently strive to maintain it. In exactly

the similar manner a product has also to develop and maintain its status. BRANDING

is the activity which the companies resort to coronate their product and give a special

status to it. Once the idea of a product is conceived based on the market feedback, the

sales team of the organisation starts working in the market place, studying various

competitors’ activities, study the competitor's product demand, features of the

product, its packaging, distribution pattern and consumer preference. The team also

very closely studies the various brand building activities done by the competitors and

such data are compiled in the back office, studied, analyzed and modified for

incorporating in their product.

The word ‘Branding’ means giving a unique status to the product and the

company at large. At the corporate level, if the company is dealing in more than one

product or if the company is in diversified business, the corporate branding is advised

by the professionals. That means the stress is more on projecting corporate image

rather than product image. It is seen that if the corporate image is very strong there is

not much need to invest heavily in creating product image separately. Or it can be

better understood if I say that a strong brand development gives fillip to the product

image. Day in and day out the companies are busy in building their brand image and

ensuring that the brand does not fall from the current position.

The process of management of brand is a continuous process. The market

feedback on the performance of the brand is very important, as based on the market

feedback the necessarily changes are brought about in the product. The continuous

development of the product as per market need is the key to success of a brand. In

order to make a brand successful, the following are the important factors which

contribute to its making.

1. The legacy of the organisation i.e. the strength of the organisation.

2. The strength of the product itself.

3. The zeal and the willingness of the organisation to develop a brand and make it

powerful.


Impact


4. MY ENDEAVOUR

I would now like to share my personal experience of our initiative and effort that we

started in our company (Jaypee cement), engaged in the business of manufacturing

and selling cement. Company is currently 3rd largest cement manufacturer in India

and in the past had used at least two names for its OPC andPPC Cement. These names

were given to the product mainly with a view to distinguish OPC from PPC and there

was no serious view to launch these products as brands in the market. These two

brands were subsequently withdrawn as well.

5. STEPS FOLLOWED IN CONVERTING A COMMODITY TO

BRAND

I owe my allegiance to Philip Kotler whose books and papers have been thoroughly

read and followed by me during my entire career. I also refer to Peter Drucker’s

examples on various subjects and derive my inspiration from there. In this paper,

which is my personal work experience on branding an already selling product, I have

seen how closely we have knowingly or unknowingly followed the same steps that

have been suggested by these two stalwarts of management.

Before the brand was launched, a meeting was organised with the marketing team

operating in the market in different positions and the discussions revolved around the

topic whether there is a necessity to start a brand name for the cement or the cement

should continue to be sold as commodity as we had been doing so until now. One

group of the team was of the view that branding is not worth the trouble as cement is a

volume business and we should focus only on selling volume and that attaching a

brand name to it would not pay any dividend.

The other group had a different view and they strongly wanted to give a brand

name to this commodity and sell the cement with a brand name. Their explanation to

give a brand name to cement was based on following apparent advantages:

Ease of selling cement, since a strong brand sells before others.

Gives a price premium over competitor brands.

More consistency in sales.

Attracts good channel partners.

Attracts good marketing personnel.

Better reinforcement of policies in the market.

In my company ‘Jaypee Cement’ we were initially selling PPC cement in our

company’s name, without attaching any brand name to it, since in cement business the

concept of Branding had not originated till that time and it was being sold as a

commodity. We in marketing team started sensing the necessity of assigning a brand

name to this commodity and advocated that we would be better placed in the market,

should we place our product differently in the market place.

Jaypee group management addressed this issue very systematically and invited a

select group of officers and carried out a brain storming session with them. It was

initially stressed upon and subsequently well accepted that in order to build a strong

brand we need to have

Passion

Strong belief



Clear understanding of concept

Adequate time (required) to build the brand.

During our interaction we arrived at the conclusion that following four aspects

need to be under control and managed. These four aspects are:

Price control

Consistent effort

Proper handling of channel partners and

Quick redressal of customer complaints

This concept of launching a brand was a new venture for the company. Since the

idea of selling cement in the market place as a Brand instead of Commodity was new

and not much prevalent in the cement industry andthere was no experience available,

it was a challenge for us to align the people together to accept this thought process.

The special work shop organised by us did go a long way to align different officers to

think on the same line and direction in which we wanted them to think. Over a period

of time they all were made to think"Jaypee way". It was essential for us to organize

the workshop as until that time the officers were thinking with firm belief that:

1. Branding is the responsibility of different set of people and that the responsibility

of a sales man is to only sell cement.

2. Just focus attention on Influencers and they will make a brand.

3. Just keep the channel partners happy and they will make a brand.

This myth was broken and they were made to realize and accept that responsibility

of make a strong brand has is be vested on them, they have to work for success of the

brand; with the support of others will also be available and organised. In order to

more effectively drive home the importance of Brand among the officers, the

Chairman of the group himself took the initiative of conducting and participating in

most of the workshops till the time he was himself got satisfied that each and every

officer of the team is convinced with the advantage of launching cement in a brand

name. In a very interesting session one day, where in all the senior marketing

executives were called; he invited suggestions from all to propose a brand name to the

product with the reason/justification for suggested name. Approximately 45 names

were suggested along with convincing explanations. After thorough discussion and

debate we all zeroed down to the name of BUNIYAD cement. It is very important to

understand that this was one of the smartest management move. Since BUNIYAD

name was suggested, accepted and coined by the officers themselves and not any

outside agency, each one took it as their responsibility and onus to make it a success.

The name was virtually owned by everyone and as a passion the brand was launched

in the market which soon reaches its zenith in terms of acceptability in the market.

We dealt with in detail on the famous Branding Hexagon with Jaypee's

perspective.

All the six arms of the hexagon are equally important and need to be brought

together and integrated. If any arm is badly weak or taken away, the entire Hexagon

will collapse. In order to make a strong brand it is essential that each arm is made

fairly strong even if each of the six arms are not equally strong.


Impact


6. PRODUCT QUALITY

Initially, when blended cement was not in use in India, cement was manufactured and

sold in its pure form called OPC cement. Later on environment friendly blended

cement was introduced and soon many companies started switching to blended

cement. Jaypee group in its commitment to the environment and society at large,

immediately adopted the idea of converting OPC to PPC (blended) cement where a

bye product FLYASH from thermal power plants, which is an environment polluting

product and a big challenge for the country to dispose off, was added in OPC cement

to make fly-ash based PPC cement. In one bag of cement of 50 kgs, the average

percentage of flyash is 30%. This makes the cement an environment friendly one with

improved properties of the cement.

We embarked upon the propagating the concept of “LOW HEAT OF

HYDRATION" and promoted it as mason friendly cement. The heat generated from

this cement was much less than normal cement after adding water, thereby being more

acceptable to the masons. It was a more finery ground cement which increased the

product strength as well. The compressive strength of BUNIYAD cement was ensured

to be MORE THAN THE STRENGTH OF OPC 43 grade of cement and that became

our USP (Unique Selling Proposition). We also added a tag line. "YUGON YUGON

KA SAATHI" which is in hindi language and which means “companion for several

PRODUCT PLACE

PARTNERS

PRE & POST

SALE SERVICE

PROMOTION

PEOPLE

PREMIUM

PRICE

PREFERRED

PURCHASE

Quality, Packaging

Right Place-

Right Time-

Right Qty

SP’s,

CFA’s,

Dealers

Technical Service

Accounts

Logistics

Advertising, POS, customer,

influencer

Belief &

Passion

within

Organization



ages”. This tagline caught up very well in the market. We in Jaypee ensured that the

brand BUNIYAD has all the features of good cement.

It was a PPC Cement the company produced and which we were already selling as

PPC cement as a commodity. New challenge for the marketing team was to give it a

brand name and sell it in the same market at a premium price.

7. PACKAGING

In India cement was initially packed in Jute bags only in order to promote and support

Jute industries but later on it was realized that there was lot of wastage of cement due

to seepage from the jute bags which ultimately led to National loss and it also used to

pollute the atmosphere. Jaypee cement after the Govt’s clearance immediately started

packing cement in HDPE (high density poly ethylene) bags where the losses on

account of seepage were much less. Later on the HDPE packaging was again replaced

by PP high strength (poly propylene) packaging material which had more strength and

seepage was even lesser.

Packaging has always been an issue with cement industry and many good

companies have failed to acquire a desirable market share because of poor packaging

material. Either the size of the bags is not acceptable to consumer or the color has

been an issue or the strength of the bags itself.

We in Jaypee, when we decided to launch BUNIYAD cement, we spent a

considerable time to decide about the packaging. Our past experience of different

markets and consumers preference especially from rural market and the mind set of

rural consumers, we felt that a rural consumer should easily be in a position to

identify Buniyad bag in a dealer shop and differentiate it from other cement bags and

therefore we not only changed packaging material but we also shifted from standard

white color of packaging material to pleasing BLUE color packaging material there

by giving it an entirely different, pleasing and unique look. In a dealer shop, where

few other brands are also stacked, the Buniyad cement bags, due to its color, appeared

conspicuously different from other cement bags, were easily identifiable and

ultimately consumers could easily associate the color of bags with Jaypee cement.

Buniyad bag design photo


Impact


8. PLACE

Although Jaypee was selling its PPC cement all over the state of Madhya Pradesh and

Uttar Pradesh and Bihar, the best and the strongest market for us was the Eastern UP

region where we were commanding 18% market share and had a good and strong set

of cement dealers who were a satisfied lot with us. In Eastern UP also dist Varanasi

was our strongest fort and therefore we decided to launch Buniyad cement from

Varanasi. We had actually initially decided to launch Buniyad cement in all the three

states of UP, MP and BIHAR simultaneously but it was subsequently considered and

rightly so that any experiment in the market should be done in the market where we

are strongest so that even if the experiment fails it does not impact much on our

prevailing market share.

9. SALES PROMOTION

A special team of officers was identified for the launch of this brand, we had designed

special POP material, Dealer boards, and other promotional items and with lot of

fanfare the Buniyad brand was launched. We had organised Road shows and had

visited number of Dealers during Road show. We had personally decorated their

shops with newly designed POP material, explained the Dealers the salient features of

the product, offered them good gifts and also introduced soft targets of BUNIYAD,

the reward of which was in the form of lucrative foreign trips with their spouse.

Photographs of Road show

We had also started a series of News Paper advertisements projecting Buniyad as

premium brand. We also started publishing the names of selected dealers’ in the

newspapers, from whose counter the cement was sold, there by winning dealer's

patronage.

Extending efficient service to the customer is key to success. During Buniyad

cement branding process the company ensured to maintain adequate cement stocks in

its godowns. Any order that we received from the Dealers was executed in shortest

possible time and that gave the edge to Buniyad brand over competitors'. Prompt

service to the customers goes a long way in establishing a brand and in Jaypee we

knew this important aspect and we sincerely followed this practice.

While the company indulged in various publicity modes, the main thrust was

given to motivate and convince the Influencers; which in case of cement are

MASONS and also ENGINEERS. Out of the two, the Masons have the maximum

influence on the Individual House Builders, whether he is from urban market or the

rural. Therefore the company had launched a massive drive to cover an average of 35

Masons on daily basis in every market, turn by turn for many years to come. We had



recruited graduate civil engineers and also trained our marketing Field force to

understand correct construction practices in order to teach and train masons and

thereafter we started meeting the group of Masons every evening in their markets

through our engineers and officers. A special program of educating them was also

started as most of the masons in India have not acquired any technical qualification

and by virtue of their working with their, senior whatever knowledge they acquire,

they practice it in construction.

In Jaypee we started training them, took their tests thereafter and also started

providing them certificates. Such activity did help Jaypee a lot over a period of time

because based on the certificate the Masons started getting better sites for job and

therefore better emoluments. Such Masons obviously became Brand ambassadors of

Buniyad cement.

10. PARTNERS

In Varanasi District Jaypee has two sales promoters and with their help we sell

cement in the market. These sales promoters are affluent and respected personalities

of Varanasi. The sales promoters’ services is taken to develop and promote sale in

weaker markets by way of extending credit facilities through them and for providing

other supports in the market such as organizing Dealer meets, Mason meets etc. We

had also introduced incentive scheme for Sales Promoters on sale of every single

Buniyad bag in order to keep their interest alive to promote sale of Buniyad cement.

Likewise for the Dealer network also we had introduced attractive target based

incentive scheme. We had taken a decision by which only few selected dealers were

initially offered Buniyad cement for selling it from their counters. Getting the

exclusive right to sell Buniyad to consumers in their market without facing any

competition from within the product, increased their profitability and thus interest in

selling and patronizing Buniyad cement. We had ensured that these dealers do not

indulge in whole selling Buniyad cement so that we can better control on its selling

price. Later on when Buniyad became popular and was selling at premium price in the

market and also we started getting repeat orders from the dealers due to the product

being well accepted by the consumers, that we relaxed the control on distribution of

Buniyad cement from selected few lot of dealers to dealers at large.

11. PRE AND POST SALES SERVICE

We launched a special campaign of teaching the business partners about the quality of

cement, its application and advantages. We also starteda campaign of meeting

Engineers and Architects so also the senior officials of Government departments and

inform and convince them about the special features of BUNIYAD cement and its

advantages. We persuaded them to go for BUNIYAD due to quality and the financial

savings that they will achieve while constructing their buildings with BUNIYAD

cement. This campaign of launch was started from Varanasi and subsequently carried

on to other districts also. A tremendous response started coming from the market in

the form of repeat orders of Buniyad cement.

In Jaypee group we have developed a novel system on controlling the market

outstanding (debit balances) and keeping it under permissible limits and for which the

Sales Account in charge of every region in every month interacts with the region’s

marketing team and they together discuss each and every customer’s outstanding and

like to know the reason if any outstanding goes beyond the credit limit. During these

meetings the market feedback is also shared with accounts personnel, which concern


Impact


them directly and who are decision makers in financial matters. Thus the issue gets

addressed immediately. Such meetings are called as Credit Monitoring and Control

Committee meetings (CMRC).

The company had also pitched in the services of a special Technical cell in order

to provide quick solution to any complaints. The concept of ‘After Sales Service’ in

consumable items like cement was comparatively a new idea. We even went out of

the way to give compensation to some consumers in case they had any construction

quality related issues even though the complaint to the construction work was not

attributable to the quality of cement. This gesture from the company, the cost of

which was negligible, developed tremendous confidence among dealers and

consumers and company started getting repeat orders. The name BUNIYAD became

so popular in a very short period of time that many other cement competitors also

started giving brand names to their cement which was until now being sold in the

name of their companies. Within a short period the BUNIYAD brand had become so

popular among consumers in the entire eastern Uttar Pradesh (UP) markets, that it was

almost impossible for a cement dealer to run his shop without keeping BUNIYAD

cement in his counter.

12. PEOPLE

In order to launch BUNIYAD as the Premium brand in the market, it was necessary

that each person within the organization, be it a Technical, Accounts, Purchase,

Logistics department or any other department personnel gets aligned to this thought

process and be convinced about the quality and value of BUNIYAD.

This responsibility of aligning the each individual’s thought was also directly

taken by the company’s Chairman who addressed each department separately and

brought them together to believe and appreciate the objective of branding cement and

then join together to launch BUNIYAD cement as a premium brand. This step was

necessary in order to ensure a foolproof launching of the brand. The effort made in

aligning each officer of the company and to convert each and every person as the

brand ambassador of BUNIYAD helped in establishing the brand significantly.

Employees talked about and canvassed the brand with zeal and passion in various

discussion groups. Once they were convinced, they became active brand ambassadors

of BUNIYAD within and outside the organization, and through them, the message

that “BUNIYAD is a premium brand” was relayed effectively.

While aligning all company officials, it was also felt necessary that concerned

transporters are also brought in line with company’s thinking as the transporters are

considered very important in the entire chain of cement business. Their promptness in

executing an order is directly responsible in placing a brand in the premium slot in the

market place.

When BUNIYAD brand was launched the installed capacity of the plants was 7.5

million tons annually, that means each day company was dispatching approx.4, 20,

000 bags and for that it was essential that transporters are kept happy and satisfied.

The Logistics dept discharged this responsibility very efficiently. The result was that

even these transporters and their truck drivers became BUNIYAD’s brand

ambassadors.

13. PREMIUM AND MARKET SHARE

The entire exercise of creating and launching a brand by a company is to get a

premium on the price for the branded product. BUNIYAD cement was initially



launched in the year 1999 in the month of December with a premium of RS 2.0 per

bag over its own PPC cement, which was, in a short span of four months raised to

Rupees 4.0 per bag over its PPC cement price. The additional premium of Rupees 2.0

per bag, to be loaded on price was taken by the management looking to the

unprecedented demand of BUNIYAD cement in the market. We monitored the sale of

BUNIYAD cement on daily basis, area wise. In any area or market where the sale of

BUNIYAD was not picking up, we would depute team of officers in that market to

camp there and address the issues that came in way of selling BUNIYAD cement in

desired quantity. In a two years time when percentage of sale of BUNIYAD cement

was almost 50% of total sale, the company decided to withdraw PPC cement bags

from the market and entire sale was converted to BUNIYAD cement. The market

share of Jaypee cement which was 18% before the launch of BUNIYAD cement rose

to 22% in a short span and which further increased with passage of time. Jaypee group

today is enjoying the highest market share in the states of Uttar Pradesh (UP),

Madhya Pradesh (MP) and Bihar.

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Impact


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