Displaying items by tag: marketing
Standard matters
09 September 2020The Bureau of Indian Standards (BIS) has warned local cement producers to rein in their more outlandish claims. In a letter reported upon by the Economic Times newspaper this week, the government department has accused some manufacturers of making both objective and subjective claims about their products that strained credulity and didn’t fit the corresponding official standards. One industry source from the newspaper blamed the crackdown on some producers claiming that their cement products helped protect people from Covid-19! In their view the bureau was now over-enforcing its rules in retaliation. Given the severity of the outbreak in India - it has the second highest number of reported cases in the world this week - the response of the authorities is understandable to say the least.
The distinction between objective and subjective exaggeration that the BIS makes it worth looking at in more detail. For example, objective or supposedly fact-based claims the BIS cited included: ‘Protect Steel in Concrete’; ‘Protect Concrete from Corrosion’; ‘Corrosion Resistant’; ‘Weather Proof’; and ‘Damp Proof.’ Then, there were subjective, or more emotionally evocative, claims along the lines of ‘strong’ or ‘high performance.’ The BIS then outlines the specific ways in which objective and subjective assertions can be used. Objective claims should be avoided on marketing and packaging material. Subjective claims should, “explicitly indicate that such claims are not covered under the scope of BIS licence granted to them and the responsibility of such claims lies with them.”
Marketing is a big part of standing out in the crowded Indian cement market with producers sponsoring major sports teams. This might seem odd to readers elsewhere in the world but it demonstrates the target market, the importance of cement as a commodity to the general public and the power of brand awareness. Amubja Cement’s logo of a man with a Charles Atlas style physique cuddling a building sums up the message they want to convey: strength. No wonder producers are wary of the BIS wading in.
Standards also appeared in another news story this week with the announcement that Taiwan Cement Corporation (TCC) had obtained the first cement product carbon footprint label issued by the Environmental Protection Administration (EPA) in the country. Its products will be marked with carbon footprint labels from the fourth quarter of 2020.
This shows a general trend in cement products towards showing sustainability credentials from putting environmental footprint data in front of specifiers for large projects towards making it a more basic retail selling point. Lots of other cement producers around the world have done and/or are doing similar things, from the dedicated slag cement manufacturers to the larger producers routinely releasing and promoting new low-CO2 products. To pick one example from many, in July 2020 LafargeHolcim France introduced ‘360Score CO2 emissions reduction ratings’ to its bagged cement range. The score, between ’A’ and ’D,’ corresponds to the factor of CO2 compared to CEM-I Ordinary Portland Cement (OPC), with ‘A’ products producing less CO2 than ‘D’ products in their overall creation.
To look at an older example of the need for standards generally, building collapses in Nigeria appeared to increase post-2000, with the misuse of lower-grade cements blamed for the situation. The Standards Organisation of Nigeria (SON) took action in 2014, local producers introduced higher strength cements and the problem was reduced. Given the intangible nature of measuring sustainability in cement products there is a need for reliable standards. Unlike performance metrics, such as a strength or durability, the CO2 footprint of a cement product will generally remain utterly intangible for most end-users. The effects of CO2 emissions are continually analysed and debated, but the negative climate effects of cement products are more akin to someone else’s house flooding on the other side of the world 50 years later, than one’s own house falling down a decade later due to using the wrong strength cement. So, some form of trustworthy enforcement for sustainability standards is crucial. Standards may represent ‘boring’ bureaucratic red tape at its most officious but we need them. In India and elsewhere though, the debate on enforcement continues.
Bureau of Indian Standards warns of product description rule changes
08 September 2020India: The Bureau of Indian Standards (BIS) has warned producers to avoid the use of objective product descriptions which may subsequently be proven as false claims. The Economic Times newspaper has reported that the advice follows an internal circular of the Ministry of Consumer Affairs, Food and Public Distribution detailing plans for a tightening of standards around the use of objective terms such a ‘corrosion resistant,’ ‘weather proof’ and ‘damp proof’ by cement producers.
Shree Cement to sponsor East Bengal Kolkata
03 September 2020India: Shree Cement has signed a sponsorship deal with East Bengal Kolkata, one of two Kolkata, West Bengal-based football teams that compete in the I-League, the top flight of Indian football. The Economic Times newspaper has reported that the company has promised to let the club retain its ‘iconic red-and-yellow jersey’ and crest.
Holcim El Salvador launches new-formula Cuscatlán cement
25 August 2020El Salvador: LafargeHolcim subsidiary Holcim El Salvador has announced an alteration to the composition of its flagship product, Cuscatlán cement, developed in laboratories in France and Mexico. Strategic marketing manager Amalia Palacios said, “The new formula offers the end user higher quality and less waste, that is to say a yield of around 20% more for the same price, so that we are improving quality without an impact on the customer's pocket."
Holcim Philippines announces digital platform partnership
19 August 2020Philippines: LafargeHolcim subsidiary Holcim Philippines says that it has partnered with digital news platform providers Pinoy Builders. The commercial partnership involves Holcim Philippines providing Pinoy Builders with its cement, concrete and health and safety expertise.
Marketing and innovation senior vice president Ram Maganti said, “The Philippines is a very digitally-savvy country and the majority of professionals in the Philippines' construction industry are millennials who are 'digital natives.' With its steadily-growing number of subscribers and followers, Pinoy Builders is helpful in our efforts in engaging and positively influencing the construction industry. We are excited in continuing to contribute to this platform to let Filipino building professionals know how our offerings and solutions can help them in their projects.”
India: Birla Corporation has launched a promotional video entitled ‘Never Will I Ever’ that celebrates the idea of home as somewhere with room for everyone. The video, launched to coincide with Independence Day, consists of inspiring coronavirus lockdown stories. Marketing vice president Suvadip Ghosh Mazumdar said, “Construction is not only about brick and mortar. In the last few months, we have seen many occasions of relationships being built and bonds of togetherness being created. The film is our salute to this spirit of togetherness and coming together of people."
India: JK Super Cement has signalled its support for the work of builders with the hash tag “#YehPuccaHai,” meaning, “This is strength.” The hash tag has now gone viral, garnering 25.5m social media shares, while the accompanying video has had 1.5m internet views.
India: Nagarjuna Cement, a cement brand produced by NCL Industries, has signed the film star Varun Tej Konidela as its brand ambassador. The performer from Telugu language cinema will feature in a new song as well as in television commercials which will be launched by Nagarjuna Cement as part of its upcoming campaign that aims to connect with a broader demographic, according to the United News of India. Initiatives on radio, social media and other media channels will accompany the campaign.
China: Hebei province-based Tangshan Jidong Cement’s net 2019 profit was US$298m, up by 42% year-on-year from US$210m in 2018. Cement and clinker sales remained flat. Tangshan Jidong Cement attributed the growth to increased prices due to a 9.9% year-on-year increase in infrastructure spending to US$1.86tn. Throughout the year, the company said, it completed energy-saving optimisation and upgrades to improve efficiency, implemented strategic marketing and reduced the cost of material procurement.
Germany: Hazemag has announced that Hazemag Systems will now market the entire product portfolio of Hazemag raw materials processing and mining equipment division Hazemag & EPR. The group says its ‘sales and process know-how’ will now be bundled at a single Düsseldorf location. Hazemag & EPR employs 400 people in serving industries including cement in 40 countries with plants and equipment for raw materials processing.