Building relations with our stakeholders is very important
JSW Cement is a pioneer in the Indian cement industry to introduce conversational commerce services to its customers. At the beginning of this year, the company partnered with Yalochat – a conversational commerce service provider, to introduce artificial intelligence-based Anytime Anywhere Business transactions for its trade customers. The company believes that this initiative will differentiate JSW Cement as it traverses from the current 14 mtpa to 25 mtpa capacity by FY2023.
JSW has been actively undergoing digital transformation intending to deliver to its customers with timely improvements in the overall brand experience. For instance, it has digitised outbound marketing functions through mobile technologies. These technologies are deployed for the sales team to seamlessly interact with the channel partners.
JSW Cement has signed Sourav Ganguly and Sunil Chhetri as its brand ambassadors. It launched a new multi-media marketing campaign “Leader’s Choice” with the two sports icons that promote the ideology of crafting a solid foundation for a better future.
Gurminder Singh, Head of Branding, JSW Cement, says, "At JSW Cement, we believe that brand connect is very important. Not just with our customers, but with all our stakeholders like influencers, channel partners, transporters, society, and the environment."
Also, the company is active on various social platforms. “We are present across social media platforms with an intent to spread awareness, educate and interact with our customers. Our posts revolve around product features promoting eco-friendliness, sustainability, useful tips on home building, creating awareness on Covid, and so on. We also conduct interactive campaigns/ contests for our followers and lead generation activities on digital platforms.”
Apart from this, the company has partnered with a few channels and has embraced platforms like Whatsapp, Dealer App, Internal Sales app, etc. To address customer queries faster, they have rolled out an application called-- Saathi App.
JSW Cement has rolled out a 360-degree brand communication strategy, which includes market stormings, roadshows, Nukad Natak, IPL schemes, and dealer onboarding schemes.
Moreover, the company embarks on its digital presence through digital campaigns and films. Another interesting branding strategy is festive branding, where the company does the biggest Chandmala during Durga Puja and the biggest National Flag during Ganesh Chaturthi at Lal baghcha Raja.
Singh believes that building relations with our stakeholders is very important. They recognise the need of getting constant feedback and inputs from their dealers. During Covid pandemic, the company supported them in terms of telephonic doctor consultation, online covid care sessions, RTPCR tests, providing oxygen concentrators, and food/ grocery support.