“Our marketing efforts are now focused on creating a deeper impact on the end-users through customized product testimonials and application demos among other things.”
Rahul Joshi, Head- Marketing, PP & PMO, Mahindra Construction Equipment Branding is an essential promotional tool. How do you channelize this tool effectively? We have always been focused on creating a brand name for our products, the EarthMaster and the
Rahul Joshi, Head- Marketing, PP & PMO, Mahindra Construction Equipment
Branding is an essential promotional tool. How do you channelize this tool effectively?
We have always been focused on creating a brand name for our products, the EarthMaster and the RoadMaster, in addition to promoting Mahindra Construction Equipment as a brand. We include the EarthMaster and the RoadMaster keywords in all communications relating to the machines whether it is our customer facing teams, the call center, or any posts on social media. We are also focusing aggressively on digital marketing, especially with the current lockdown, and we are seeing some positive results.
One of the key elements to branding would be consistency, so we keep updating our social media handles with new posts whether it is product information, new launches, contests, or maintenance tips.
Logo / tagline is an extremely critical element for brand recall. Tell us about the factors that contribute towards the same.
As a company that makes CE for a developing India, it is important for us that the taglines convey the benefits of the machine to our customers. The tagline must be direct, concise and not include any vague statements. Our most recent launch, the Mahindra RoadMasterG90 comfort plus, has the tagline “Superior productivity meets superior comfort”. This tells the customer exactly what the machine does (over and above the standard G90) and also who the machine is for.
As for logos, we incorporate the typical application of the machine into the logos for quick identification. For example, the RoadMaster logo has one “A” shaped like a road and the EarthMaster logo incorporates the backhoe symbol.
How does effective branding aid to garner trust among various end-user segments?
A good brand reputation is essential to garner the end-users’ trust. Mahindra has a great brand reputation across India thanks to its Auto and farm sector presence. Mahindra CE has benefited greatly from the same as we are able to do business in the remotest corners of India as people already know of and trust Mahindra as a brand.
What is the distinguishing marketing factor that makes you stand out in the competitive construction equipment sector?
We believe that we are one of the few CE companies who pay attention to the actual needs of the customers and design products accordingly. Our marketing efforts are now focused on creating a deeper impact on the end-users through customized product testimonials and application demos among other things.
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