CASE STUDY – ABOUT WONDER CEMENT

Cement is an intermediary product and is characterized by low involvement and low interest. In this category, it is often difficult to facilitate differentiation, and hence, the task of creating a strong brand recall becomes essential. Wonder Cement understands this and has righty stayed away from the stereotypes. The cement company has positioned itself in such a way that will make them reap long-term benefits owing to the presence of positive emotions and elements that signify much more than just the products’ functional factors.

Wonder Cement

Wonder cement- Case Study

INTRODUCTION

Durability, strength, and power are some of the propositions on which most of. the cement companies in India are positioning themselves. But, there exists a brand that seems to be looking beyond the functional attributes of cement—Wonder Cement.

Possessing a towering ambition to be known as the leading national player, Wonder Cement harbors a proven track record and is greatly affiliated with a rich heritage. Belonging to the R.K Group, Wonder Cement is a cutting-edge cement manufacturing company that greatly emphasizes on quality, trust, and transparency. organization emerge as one of the very superior players in the marble industry. In the words of Ashok Patni, the Chairman of Wonder Cement, “Cement is the foundation upon which we construct our lives, our homes, our roads, and our societies. Our structure will not only serve the generations of tomorrow but will also carry our legacy as they stand the test of time”. These words aptly put forth the group’s obedience towards its core values—the 3 Es, namely efficiency, excellence, and eminence. The entity has already acquired the distinction of being one of the best quality manufacturer Of cement in the country by end users’ endorsements. It has been set up in technical collaboration with ThyssenKrupp and Pfeiffer Ltd in Germany, the world leaders in cement technology. The unit in Nimbahera produces cement at par with international quality standards.

R. K Marble Group owns a cement plant in Nimbahera, city located in Chittorgarh district in the State Of Rajasthan. The unit is involved in manufacturing Portland Pozzolana Cement (PPC) and Ordinary Portland Cement (OPC). It is one of the first fully-automated plants in India, bulwarked by the state-of-the-art German technology under strict quality assurance at all stages of manufacturing. The involvement of the “ROBOTIC (POLAB)” system has also been instrumental in the advancement of the plant’s manufacturing and quality control procedures.

BACKGROUND OF THE INDUSTRY The cement industry is the second largest producer of cement in the world. There are more than 85 Cement companies and 200 plants in India. The growing real estate market, the on-going infrastructure development, the influx of FDI are some the key drivers of the industry. Owing to the Presence of companies like Lafarge, Ultratech, and Wonder Cement, and their high-capacity plants in Rajasthan, the state occupies the position of being the highest producer of cement. Wonder Cement is a part of the list that comprises of the top five cement players in Rajasthan.

BRAND PROPOSITION

Cement is an intermediary product and is characterized by low involvement and low interest. In this category, it is often difficult to facilitate differentiation, and hence, the task of creating a strong brand recall becomes essential. Wonder Cement understands this and has righty stayed away from the stereotypes. The cement company has positioned itself in such a way that will make them reap long-term benefits owing to the presence of positive emotions and elements that signify much more than just the products’ functional factors.

It all started with the new campaign accompanied by the hash tag  and the creation of a state-of-the-art website in contrast to other cement-manufacturing companies. The inclusion of interactive features on the website to showcase the cement-making process helped Wonder Cement hit the bar. The energy and spirit of the company was captured by featuring stories of leaders and the management. The “Shuruaat Sahi Toh Har Baat Sahi” campaign revolved around the idea of supporting new beginnings and the aspiration to become “Number One”. Social Media workshops were organized for internal employees with a view to bring about a digital revolution at Wonder Cement.

To amplify online activities, an offline route was chosen through cricket tournaments. “Saath7 Cricket Mahotsax/’ was a seven-overs per inning, seven players per team cricket tournament which covered 248 locations, 33 districts, and 9894 villages. The competition was inaugurated by Kapil Dev in November 2015. Saath7 helped Wonder Cement increase brand awareness in the rural markets With the purpose of improving women’s participation in sports, the company decided to award an additional seven runs to the team that featured a female player in their playing seven.

After 15 hard-hitting and exciting matches between the 16 shortlisted teams, the winning team would emerge as the ‘Team of the Tehsil”. The Tehsil teams would face each other at the district level to shortlist the best district team. 33 district teams converged at 6 zones from Rajasthan and helped narrow down 6 zonal teams.

Anyone over the age of 15 and a resident of Rajasthan was permitted to play in the tournament at zero cost of registration.

To complement this offline activity, a micro site of Saath7 was designed to simplify the registration process. The site garnered 32,427 page views and helped 550 people get hold of the live coverage of the Saath7 Launch event, along with 13,617 micro sites visit and 1,465 downloads. Kapil Dev’s association with the tournament was leveraged to the greatest extent. During the launch, the organizers managed to reach out to more than 4 lakh people via Facebook. Real-time match updates, produced via various social platforms, generated more than 7 million impressions and more than 10 thousand tweets accompanied by the hashtag “#Saath7” on Twitter. Influencers, sports-oriented bloggers, sports portals were also instrumental in getting the result achieved. #Saath7 trended on Twitter during the launch of the campaign. It was seen to be trending on the 1st position for 4 hours during the grand finale. The campaign received more than I lakh video views on YouTube.

CSR

The “Swach Jal Sabka Haq” (Everyone has the Right to Safe Water) campaign was initiated With an objective to provide free, clean, and cold drinking water to people across 70—90 locations . 29 districts. The process was undertaken to help capitalize on the broader view Of providing relief to over 16 lakh people in Rajasthan, Madhya Pradesh, and Gujarat. This CSR activity of Wonder Cement was promoted on digital media and received overwhelming results.

DIGITAL FOOTPRINTS

influence engagement Being a leader in among the followers. on the website, with year, 2016—2017 has epitomizes the 7 Cs In Search Engine are a great measure of Google Analytics. It is traffic. It is now the most effectiveness of online user platforms campaigns in a much seen more than 300% are a combination of Year 2015-16 2016-17 Backlinks are incoming ranking of a web page major search engines.

As per the data provided by the company, Wonder Cement has more than 174,274 likes/reach on its Facebook page and more than 6600 followers on Twitter. The company has disregarded the stereotypical image of a B2B brand by utilizing the platform provided by Instagram and has more than 1200 users following the handle. The analysis that explains the fan reach on Wonder Cements social media handles is a key indicator of how appealing the content is to the social media audience. Wonder Cement leads in the engagement metrics on Facebook, surpassing all other industry players owing to its novel and relevant content. An engagement metrics measures the level of engagement that a piece of created content is receiving from an audience from users who are active on platforms during a day/week/month. It shows how much people interact with the content. Factors that include users’ comments, shares, likes, and more.

engagement metrics also reflects on how the content is triggering interest The social media campaign experienced more than 330% growth of new visitors more than 110% visitors returning on the website. As compared to the previous seen a 120% increase in the social media traffic. The website of Wonder Cement model of a website design conceptualized by J. F. Rayport and B. J. Jaworski.

Optimization (SEO), measurement is critical to success, and keyword rankings SEO. Higher keywords ranking signifies more traffic. This was achieved using a free analytics service offered by Google that tracks and reports website widely used web analytics service on the Internet. It is possible to monitor marketing campaigns right from user demographics to geographic locations’ (desktop/mobile) to behavior/content consumption habits. Thus, it helps to optimize more effective manner. Through ongoing optimization, Wonder Cement has growth in traffic that comes to its website every single month. These results organic searches and paid ads.

links to a webpage. It is one of the major elements responsible for the because a page with a lot of backlinks tends to be ranked higher on all Backlinks help search engine bots discover links to a site and crawl the site.

ACCOLADES


The results of the strategy were path breaking. With 6900 followers on Twitter, it out- performed competition. It was ranked first in organic engagement (total number fans v/s total number of comments and shares on each post) on Facebook, surpassing all other industry players. It had third largest following on Facebook after ACC and JK Laxrhi. Social media is a crucial element of any brand’s communication plan. Wonder Cement has new benchmarks for a B2B brand with regard to digital strategies. The company won the best Media award by under the cement category. This award is an acknowledgment by social a one-stop shop for all the social media information in India Wonder Cement was listed on Campaign Asia website and found its place among the 10 best brands that excelled on social Its content revolving around social causes and employee engagement essentially a high-involvement concept created the relevant impact. Summarizing everything, Wonder Cement has been successful in showing the human side of the brand and in maintaining a commendable connection with its target group.

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