How does a world leader in clay building material break into the conservative Indian market
We made it possible with our marketing problem solving skills
Indian construction scene is dominated by unorganized suppliers. The quality and pricing differ across the country. When Wienerberger AG, world’s largest producer of clay bricks, set up a plant in Karnataka in 2006, it was determined
to disrupt the industry. A rapidly growing real estate markets of India was lying ahead of them. So were many ill- founded perceptions about hollow bricks. To accelerate the adoption, they needed to address it first.
OVERVIEW
Wienerberger’s target segment are builders and end consumers (home buyers). While they have been actively promoting to builders, Wienerberger wanted to raise awareness of the brand and product among the home buyers
OBJECTIVE
The objective was two pronged –
- The home buyers have many misconceptions about hollow clay bricks vis-a-vis conventional bricks. They need to be enlightened the advantages of hollow clay bricks and also manage perceptions so they can engage positively with builders or architects or civil engineers.
- The end consumers are largely dependent on builders, architects & civil engineers for choice of raw materials used in construction. They need to be empowered to demand Wienerberger hollow clay bricks.
SOLUTION
The TG being educated and intelligent, is tech- savvy and researches adequately before making decisions. They cannot be ‘sold’ to. Comezzo’s strategy was to provided a platform which will give them adequate information using which they can make decisions. We created an independent
online content destination gosmartbricks.com.
The portal provided new and prospective house owners all knowledge about house construction, building materials, green homes etc. The content was neutral and contributed by independent influencers who were experts in their fields.