INDUS:
Steeling the show.
Branding Steel Trading: The Indus Steel Shoppe Way
Background
Indus Steels and Alloys Ltd, established in the year 1998, has since been
manufacturing and supplying construction steel in the retail market of Karnataka.
The company has manufacturing units near Hosur and Athur, with a combined
manufacturing capacity of 12500 metric tons per month.
After an extensive brand campaign stretching over a period of one year, Indus was
established as a branded construction steel product, and considered as a semi-
premium steel company. Indus also introduced new technology and a new range of
products in the market, to keep pace with the market requirements and retain its
premium position.
After the success of the Indus brand exercise, other steel companies began
following the same route, and competition entered the semi-premium segment.
Even after branding of products and quality assurance from the manufacturers,
some traders were engaging in malpractices. They were shortchanging the
consumer on the weight of steel supplied, and also mixing unbranded steel along
with branded products and passing it off to consumers.
Marketing Objective
To create a unique shopping experience wherein the consumer could buy steel
with confidence, reassured by a guarantee of originality and correct weight.
Consumer Insight
The consumer needed an outlet where s/he could purchase authenticated
steel products.
Target Audience
Individual House Builders (IHB) / SEC B+ & B / Male & Female / Age: 28 - 45 years /
MHI > Rs. 50,000/-
Architects, Civil Engineers & Contractors.
Strategy
Create a unique and exclusive Steel Shoppe.
Key Issues on Hand
The management of Indus Steels was still not fully convinced that an exclusive
Steel Shoppe would work, since this concept was proactively suggested by the
advertising agency.
Convincing dealers on the terms and conditions of the Steel Shoppe was always
going to be a difficult proposition.
So was ensuring that traders strictly adhere to company guidelines.
Communication Challenge
Firstly, to sell the idea within the client's organisation.
Secondly, to build credibility and trust with consumers, getting them to buy from
the exclusive Steel Shoppes.
Creative Brief
SMP: Indus Steel Shoppe = Assured Quality + Accurate Quantity.
Media Strategy
Since the brand was built through the OoH medium, it was decided that the media
for the Steel Shoppe would follow the same route.
In the first place, exclusivity for the Shoppe was built on visual elements. Everything
from painting and décor, to PoS material, to material storage racks, was designed
and implemented.
In the second place, intensive advertising was planned in the immediate vicinity of
individual Shoppes, using media like: Full Bus Body Painting, Bus Back Panels,
Auto Back Panels, Goods Carriage Vehicles (especially steel carriers), Hoardings,
extensive Wall Painting and Construction Site branding. Also, construction site
visits were conducted.
When inaugurating the Shoppes, architects, engineers, contractors, masons and
bar benders in and around the locality of the Shoppe were invited and felicitated.
Campaign Period
May to July 2004
Creative for the Campaign
Logo
Photographs of Indus Steel Shoppe inauguration.
Indus after the Campaign
The consumer understood and connected with the communication, and bought
steel with confidence, guarantee and trust from Indus Steel Shoppes.
Indus established trust among consumers, trade partners and other Influencers.
Demand for steel as well as demand for franchises was created
Post-campaign Benefits
After the first phase of five Indus Steel Shoppes was launched and established,
traders reacted positively and the demand to obtain Shoppe franchises soared.
Traders were eager make the required deposit in order to obtain a franchise, and
agreed to all of the company's terms.
Due to focused advertising and personal interaction with the consumer, sales at the
Shoppes increased dramatically.
Owners of Indus Steel Shoppes became an integral part of the company.
Indus connected with consumers, trade partners and influencers, by simply
branding a commodity and standardising the business process (inward-looking
claim to an outward-looking benefit), and thus created a positive business
environment for all its associates.
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