Brand Equity Case : Centuryply
Salience Dimension: Brand Recall
Saliency happens when you are memorable. This implies that a brand needs to be registered in the minds of the consumers. In a commodity market, like that of the Plywood, which does not seem that exciting to the customers, CPIL has worked towards establishing brand recall quite successfully. Its association with Bollywood since 2009, has help it to establish its brand and set standards for its products. In 2009, CPIL promoted its brand through Shah Rukh Khan, with his film, Billu through phrases like" Ply ka Super Star". The endorsement for the Oscar winning song Jai Ho made it look like a world leaders in its segment. My Name is Khan demonstrated the "never say die" in its presentation and troed to reinforce the strong resemblance of the character with its brand essence "sab sahe mast rahe". Through I am Kalam, it could promote the cause of education further, as it does in its CSR programme. Promoting Aarakshan, helped it to project itself as legendary as Amitabh Bachchan. The effect of this is visible in the in the Y-o-Y growth rate of CPIL over the period 2009-11.
Performance & Imagery Dimension: Differentiating Attributes
The real differentiator of the company to create newer and better quality products for the market and to introduce those products in an innovative way. Innovation has been the corner stone of CPIL's success, and CPIL designed new products around the company's existing foundation of quality, innovation and integrity. There are three separate product categories-plywood, laminate and veneer. Plywood was showcased as within the budget durable product that was heat, borer & termite proof. Laminates were light & premium and came in wide range of colours. Veneer was made to revolve around aesthetics, going for the royal look. The laminates & veneer categories were to be positioned in the lifestyle segment. In 2011, CPIL launched an exclusive range of decorative laminates under the brand Opulenza
Saliency happens when you are memorable. This implies that a brand needs to be registered in the minds of the consumers. In a commodity market, like that of the Plywood, which does not seem that exciting to the customers, CPIL has worked towards establishing brand recall quite successfully. Its association with Bollywood since 2009, has help it to establish its brand and set standards for its products. In 2009, CPIL promoted its brand through Shah Rukh Khan, with his film, Billu through phrases like" Ply ka Super Star". The endorsement for the Oscar winning song Jai Ho made it look like a world leaders in its segment. My Name is Khan demonstrated the "never say die" in its presentation and troed to reinforce the strong resemblance of the character with its brand essence "sab sahe mast rahe". Through I am Kalam, it could promote the cause of education further, as it does in its CSR programme. Promoting Aarakshan, helped it to project itself as legendary as Amitabh Bachchan. The effect of this is visible in the in the Y-o-Y growth rate of CPIL over the period 2009-11.
Performance & Imagery Dimension: Differentiating Attributes
The real differentiator of the company to create newer and better quality products for the market and to introduce those products in an innovative way. Innovation has been the corner stone of CPIL's success, and CPIL designed new products around the company's existing foundation of quality, innovation and integrity. There are three separate product categories-plywood, laminate and veneer. Plywood was showcased as within the budget durable product that was heat, borer & termite proof. Laminates were light & premium and came in wide range of colours. Veneer was made to revolve around aesthetics, going for the royal look. The laminates & veneer categories were to be positioned in the lifestyle segment. In 2011, CPIL launched an exclusive range of decorative laminates under the brand Opulenza