We are exploring different digital mediums for branding activities

Manisha Bhatia

Head- Corporate Communication & Branding, Action Construction Equipment Ltd.

Branding is an essential promotional tool. How do you channelize this tool effectively?

We channelize this tool for following purposes:

• Deliver consistent messages through multiple media for different sets of customers
• Create strong brand-customer connect
• Customer engagement through multiple touch points
• Enhance brand credibility
• Strengthen customer loyalty
• Attract best talent from the industry

Tell us about the different branding strategies used to create a strong customer connect?

ACE has the widest equipment range and diverse portfolio of customers including large corporates, hirers & contractors as well as farmers. Different branding medium resonate with different set of customers. Hence, we use integrated mix of ATL, TTL & BTL activities for the brand promotion. It includes regular feature in newspapers, magazines, participation at industry events such as Bauma & Excon, event sponsorship, logo branding at key touch points, distribution of brochures, flyers and pamphlets at events, online promotion on social media channels such as LinkedIn, Facebook, Twitter & Instagram and outdoor activities such as road shows. These mediums enhance our presence on both online & offline channels besides generating a lot of inquiries. We ensure to give personal touch to every branding activity for creating a deeper customer connect. For example, we felicitated our customers and vendors as our most valuable partners at Excon & Bauma industry events through personalized momentos.       

Logo/tagline is an extremely critical element for brand recall. Tell us about the factors that contribute towards the same.

Logo & tagline represents the vision and essence of a brand. ACE’s new 25th Anniversary logo showcases that we stand, “EMERGED, EMPOWERED and ENERGIZED” to race forward into the future, to achieve even bigger milestones and to embark on our next journey towards becoming the No.1 Construction Equipment Company in the country.       

Our tagline “Lifting India’s Growth” is the hallmark of our incredible contribution & commitment towards developing India’s infrastructure and economy through completely Make In India high quality products and excellent customer service. No wonder, we are popularly known as ACE-Numero Uno in the industry. 

How does effective branding aid to garner trust among various end-user segments?

Regularly informing customers about the latest developments of the company is a strong way of garnering trust among the end-user segments. 

What is the distinguishing marketing factor that makes you stand out in the competitive construction equipment sector?

Successful marketing activities is complimented by excellent world-class products. Proximity to clients is our distinguishing marketing factor. It has played a stellar role in creating ACE as the No. 1 Crane Brand of India. Even our top management is having their ears to ground which sets us apart from the competition.   

Being a women, do you face any major challenges (demographic, culture, safety, awareness, training, support, product) ?

ACE is an equal opportunity employer. Despite being a newcomer in ACE & industry, I received a lot of support from the top management as well as peer group. Proper training and induction was conducted before I commenced my duties at ACE. Also, the company has policy on prevention, prohibition and redressal of sexual harassment of women at workplace to provide protection against any kind of harassment against women. The culture of respecting women and zero tolerance policy creates safe working environment for women at ACE.      

Any additional information you would like to share that would add value to the article is welcome.

Branding is an ocean and we are continuously striving to use best practices for the maximum reach and awareness among the stakeholders. Currently, we are exploring different digital mediums for the branding activities.           

I have been awarded as India’s Top 100 Youth Marketing professional as well as India’s top 50 Content
Marketing professional by the World Marketing Congress in 2018 & 2019 respectively.

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