Project Overview  

- To reposition the Elegant brand  TMT space in West Bengal.

- To launch the brand in other markets like, NE, Orissa, Bihar ,Jharkand, Punjab and Haryana wherein the brand is either not exposed to or have a sporadic presence.

Marketing Objective 

- In the West Bengal market, where Elegant brand has superb awareness, the overarching marketing goal to support the business objective is to increase the preference followed by conversion hence the market share from 6% to 10% over a period of 1 year without compromising on price dilution. (e.g., increase preference, drive conversion, increase frequency, brand awareness).

- In other markets where either the brand is very naïve or a new entrant, the marketing objective would be creating brand awareness and high top of mind recall. The brand needs to be established amongst the top 4 brands only following the likes of TATA or JINDAL.

Brand Statement

ELEGANT STEEL is a superior quality TMT brand which has been trusted upon.

Brand USPs

ELEGANT STEEL is a superior quality and India’s no.1 QST bar (Technically, the TMT (jargon in India) refers to QST or Quenched and Self-Tempered steel) manufactured from integrated steel plant which is strong & flexible at the same time, earth quake resistant, and due to its unique ribs, have solid bonding with the concrete.. 

The product USPs are listed below.

▪  High tensile strength

▪  Better Corrosion Resistant

▪  Extra Elongation

▪  Superior weldability due to low carbon

▪  Uniform ribs for stronger grip

▪  Perfect combination of stronger outler layer with inner ductile core

▪  Fire Resistant

▪  Fire Resistant

▪  Seismic / Earthquake resistant

▪  Seismic / Earthquake resistant

▪  Excellent Ductility

▪  Excellent Ductility

Context

Industry factors :

ELEGANT STEEL brand operates in a very competitive environment wherein various brands call be categorised as per following reverse pyramid.

CAT A

TATA TISCON, SAIL

CAT B

ELEGANT STEEL , SHYAM STEEL, SRMB,  ,JSW, JSPL, ELECTROSTEEL, CAPTAIN

CAT C

THERMOCON, TOPTECH, SUPER, GAGAN, KAMDHENU

CAT D

ELEPHANT, RASHMI, MICKY , LOCAL AND OTHERS

Communications Challenge:

- The TMT market is highly cluttered with all major brands fighting for higher SOV. A common trend is celebrity endorsement of the product. The challenge lies with the communication team is to create a differentiator and engross the TG with a low involvement product.

- The tagline presently used by the brand is in Bengali “Sobai chine tai keine” which roughly translates into “Everyone knows so they buy”.

- This challenge needs to be negotiated and made universal statement rather than being vernacular.

#Dum Hai 

Concept: Challenging the audience to do seemingly difficult/socially responsible tasks; motivating them with “Dum” and engaging a large demographic in the process

Sample  Content - 1

#DUMHAI
Rok ke Dikha

Say No to Honking

Sample  Content - 2

#DUMHAI
Kar ke Dikha

Build a Green Tomorrow