Taking the Bull by its horns

That’s a new brand of cement launched in Eastern India. As someone who has been involved with cement marketing for sometime, my worry is – in these days of prohibition in many states – some consumers may think it to be an improved and fortified variant of the energy drink Red Bull. But, I am sure the Group must have thought through this one. However, some questions are still nagging me purely as a lifelong student of #Marketing.

The company that has launched the Brand is a very successful domestic player in the Fast Moving Consumer Goods category – present primarily in the skin-care (cosmetic), edible oils and pharmaceutical retailing. There are not many examples of a personal care and edible products entering into the industrial products space. Is it possible that the image of one may “rub-off” (pun intended) on others or vice-versa ?

On a flippant note – can the equity of personal care be applied (again playing on the words) on Cement. For eg: 1) As smooth as Boroplus; 2) keeps your house cool as Navratan Kesh Tel; Or by a reverse swing – can black cement increase the sale of Emami’s fairness products ?

Lots to absorb and digest, literally.

On a serious note – I am genuinely wondering if it makes sense for a FMCG company (primarily into Skin Care, Edible Oils and Pharmacy) to associate its Brand as an “endorser” with an industrial product like cement ? I am not even getting into strategic fit etc.

Who knows – if Emami brands have a strong equity among rural consumers the endorsement could help build trust. People may say if I trust Emami on my skin and hair – I can use it on my wall. The reverse may not work though – because Cement may not inspire confidence either in a face-pack or a for Mehendi on hair.

These are personal views of the author and does not reflect those of his employers or spouse.

Disclosure: The author works for a competitive brand of cement (not sold in the same markets). However, these tongue (firmly) -in-cheek reflections are purely for a light-hearted academic analysis and not intended to critique the brand strategy of Emami.