FEW CEMENT BRAND IDENTITY CHANGE
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FEW CEMENT BRAND IDENTITY CHANGE
FEW CEMENT BRAND IDENTITY
CHANGE
OLD No1 strong cement
NEW Build it Strong
Positioning (New Identity)
Old New
Packaging
Communication (New Identity)
Communication focus:Build It strong
Communication focus:Build It strong
Brand identity changed in three stages
1
2
3
Old Identity New Identity
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
Positioning (Old Identity)
Quality Is Strength
Majbooti Ka doosra Naam
Positioning (New Identity)
Pakaging
Old New
Communication (Old Identity)
Communication focus: Majbooti-Strength
Communication (New Identity)
Communication focus: Majbooti-Strength
TVC
HISTORY • 2000-Incorporated as L&T Cement Limited.
• 2004 JULY-Grasim acquired management control • OCT 2004-Name changed to UltraTech Cement Limited
NEW IDENTITY/POSITIONING
The Engineers Choice
•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
COMMUNICATION-NEW IDENTITY
TVC
PRESS RELEASE
COMMUNICATION-FOLLOW UP
'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
BRAND IDENTITY
Old Identity New Identity
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
TVC
NEW IDENTITY
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
TVC
PACKAGING
COMMUNICATION
Old New
BRAND IDENTITY
Trusted Technology-Solid Strength
Crack Resistant
Positioning
PACKAGING
COMMUNICATION(OLD)
COMMUNICATION(NEW)
Old Identity New Identity
BRAND IDENTITY
Positioning (Old Identity)
Positioning (New Identity)
Strength,Durability,Sustainability
Building quality Relationships
PACKAGING
Old
New
Old New
BRAND IDENTITY
PACKAGING
COMMUNICATION(OLD)
COMMUNICATION(NEW)
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
TVC
PRESS RELEASES
• 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
RECOMMENDATION
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
BRAND IDENTITY CHANGE
• ACC
• AMBHUJA
IDENTITY CHANGE
POSITIONING
Sadiyon Tak
Sada Atoot Raho
Build With Confidence
Cementing Relationships
Communication (Old Identity)
PACKAGING
TVC
Tvc: Focus on Long lasting,
TVC
Tvc: Focus on Long lasting, & for generations
PACKAGING
TVC
Tvc: Focus on Long lasting, & for generations
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
BRAND IDENTITY
Old New
PACKAGING
Communication (Old)
TVC
TVC: Focus on strength
Communication (New)
TVC
TVC: Focus on Compressive strength
TVC
TVC: Focus on Compressive strength
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
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