India Cements - Campaign Study

Introduction :

India Cements are the forerunners in the cement manufacturing industry. They are the trend setters in innovation and technology as with cement manufacturing. They now have ventured into shipping, captive power and coal mining that benefits the core business.

Business Challenge :

India Cements were going through a lean patch when they approached us. They were experiencing an undoing in their sales and customer loyalty. Our team was entrusted with the challenge of enhancing their marketing strategy and a radical renewal of customer loyalty in the southern markets, which would largely impact their sales figures.

Execution :

Our team embarked on a 360 degree campaign that included mainline advertising and digital marketing, to revive the brand. We strategized on creating experience centres bringing in more activity to the marketing mix. We were the first brand to spearhead in creating experience centres in the country for a cement manufacturing brand. This move had a great impact with dealers, engineers and customers visiting via mobile phones. And this led to the development of a fully – responsive digital app with an intuitive interface that featured competent engineers. We devised loyalty programs that rewarded successful referrals.

Impact :

Our strategical marketing, impressive experience centres and extensive targeting paid off. And as a result of such efforts uplift in 23% of sales in Salem and Erode districts and a 30% increase in repeat customers was witnessed.