Creating a distinct competitive advantage and identity has been at the core of our communication strategy.

Deepak Mathur

- Sr. Vice President - Sales and Marketing, Jindal Aluminium

What was the strategy used to reach out to the stakeholders/customers to promote the products?

We offer two end-use products Jindal Forever - the aluminium roofing sheets that last for generations and Jindal Safewrap that keeps food safe and hygiene. Creating a distinct competitive advantage and identity has been at the core of our communication strategy. Profiling customer, competitors, understanding the existing market offerings, testing, segmentation, and using the data to target the market with mass customerization is crucial for a promotional strategy to succeed. For example, using mass customerization promoting the roofing-sheets in the southern part of India made the product a huge success. We used offline as well as online mediums to promote its unique value propositions across the different segments. Magazine and newspaper advertisements, social media campaigns, hyperlocal ads, emailers are a few of the promotional mediums we have used to reach our customers. An extensive distribution network always helps.

What kind of market survey/activities were done for the promotion of the product?

We have enabled extensive market research over the years. It has helped us collate data and focus on data-driven marketing strategy. Using an exploratory survey, we could understand if the consumer is open to new ideas and offerings in the existing market product. It allowed the customers to express and share the kind of features they would want in a product. For example; longevity, insulation, and non-combustion are the three most important deciding factors determining the purchase decision of the roofing-sheets. The surveys allowed us to define the promotional goal and customise advertisements accordingly. We also used explanatory research to find the cause and effects, guiding the improvement of products and service quality.

What was the strategy or thought behind introducing that product in the market?

The southern part of India receives the most rain in comparison to its other regions. Roofing sheet plays a crucial role in the residential and industrial constructions due to the high volume of rain. But the market lacked a quality-driven promising product that could last for generations; low-quality cheap products were readily available in the market. Bridging this gap with the value propositions of Jindal Forever was the thought behind its launch and promotional strategy.

What were the challenges faced while marketing the brand/product and how did the team overcome them?

In 2012 our flat-rolled products business was a new entrant. Many established and trusted names were already around in this space. Price was at the centre of everything. But we focused on quality over price and responded to buyer's suggestions truly understanding their end needs. It was seen as a very supportive move and well taken in the market. Meeting the needs of our customers, we upheld this as a company philosophy. The strategy of standing true to our prime motto of quality, commitment, and delivery worked overcoming the challenges.

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