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