carborundum universal limited (cumi)
Crafting an Integrated Communication Strategy for Carborundum Universal Limited (Murugappa Group)
01
Background Information
Carborundum Universal Limited (CUMI) is a leading manufacturer of Coated and Bonded Abrasives in India, with a diverse portfolio that includes Super Refractories, Electro Minerals, Industrial Ceramics, and Ceramic Fibers. CUMI’s market share is extensive, catering to a wide range of customers with varied needs and maturity levels across different regions. We were tasked with creating a cohesive integrated communication strategy to attract and engage CUMI's diversified customer base and different market segments.
02
What We Did For Them
Brand Strategy
Digital Advertising
Production
ATL Campaigns
Communication Strategy
Content Design
Influencer Marketing
BTL Promotions
03
Challenges
Target Audience Complexity
The primary target audience consisted of blue-collar workers such as painters, carpenters, and electricians. The communication needed to be straightforward, clear, and tailored to each segment’s specific needs and preferences.
Limited Social Media Presence
The target audience had minimal presence on social media platforms, making digital engagement challenging.
Regional Preferences
The same target group had different preferences based on regional practices. For instance, carpenters used a dry sanding roll in Mumbai, a wet roll in Chennai, and a sterated roll in Kolkata.
Dual Communication
The communication strategy needed to effectively address both dealers and end-users, ensuring consistency and relevance.
Market Competition
Intense competition from Asian Paints, which employed tactics such as stock dumping and exclusive contracts with retailers, posed a significant challenge.
04
Insights
vernacular importance
Emphasizing the use of regional languages to effectively communicate with the diverse customer base.
Brand Loyalty and key influencers
Including Ustaads, Heads of end-users, Contractors, and Architects in the communication strategy, as they play crucial roles in decision-making.
Non-Traditional Channels
Leveraging non-traditional marketing channels to reach the target audience effectively.
Price Sensitivity
Addressing the price sensitivity of the target audience in the communication and marketing strategies.
Customization Needs
Understanding and addressing the varied preferences and needs of the target audience in different regions.
Educational Content
Providing educational content to inform and guide the target audience on product usage and benefits.
05
Strategies
Strategy 1
Strategy 2
Strategy 3
Strategy 4
Strategy 5
Market Research and Visits
The team visited different retail counters selling CUMI products, across multiple clusters.
market overview
Retailer-Facing Feedback: Retailers provided valuable insights into customer preferences, common queries, and purchasing behaviors. They highlighted the importance of clear, concise communication and the need for visually appealing and informative point-of-sale materials.
Consumer-Facing Feedback: Direct interactions with consumers revealed their expectations, preferences, and pain points related to abrasives and other CUMI products. Consumers emphasized the need for product reliability and consistent quality.
Competitor Analysis: A detailed study of competitors, particularly Asian Paints, highlighted their consistent brand-building efforts, branding collaterals, and market visibility strategies. This analysis helped in identifying gaps and opportunities for CUMI. We observed that Asian Paints had a presence in retail spaces with well-designed point-of-sale materials and strong brand recall among customers.
Point of Sale Communication Assets: Analysis of existing point-of-sale communication assets revealed gaps in engagement and visibility. Competitor products often had more eye-catching and informative packaging and display materials.
Packaging Evaluation: Product packaging was evaluated for its effectiveness in conveying key information and attracting customer attention. Feedback indicated that more descriptive and visually appealing packaging could significantly improve product perception and sales.
Insights and learnings
The comprehensive research provided critical insights that guided every aspect of our strategy:
Tailored Communication: There was a clear need for communication tailored to the specific needs and languages of different regional markets. Simplifying messages and using vernacular languages made the communication more effective.
Influential End-Users: Engaging influential figures such as Ustaads, Heads of end-users, Contractors, and Architects was crucial. These individuals often influenced purchasing decisions and brand loyalty within their networks.
Non-Traditional Channels: Given the limited social media presence of the TG, it was essential to leverage alternative channels such as in-store promotions, local events, and direct engagement through retailers.
Price Sensitivity: Highlighting the cost-effectiveness and value of CUMI products was necessary to appeal to the price-sensitive TG. Emphasizing the long-term benefits and durability of the products could sway purchasing decisions.
Brand Differentiation: To stand out against competitors like Asian Paints, CUMI needed to focus on unique value propositions, such as product quality, reliability, and customer service.
Customized Packaging and POS Materials: Creating customized packaging and point-of-sale materials for different regions and customer preferences would enhance product visibility and attractiveness.
Conclusion
These customized insights and learnings from the market research were pivotal in shaping our strategic approach. They ensured that every campaign, social media post, and product packaging design was grounded in real-world feedback and tailored to meet the specific needs of CUMI’s diverse customer base.
This thorough and adaptive approach enhanced CUMI's market presence and brand perception.