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Brand "mycem"

The erstwhile Mysore Cements branded its cement as "Diamond". After acquisition, by HeidelbergCement India Ltd., the management had the option to either continue with "Diamond" or create a new brand. Deliberations with the sales team and C&F agents yielded mixed responses. The opinions varied across states. In some markets, Diamond had a good customer pull whereas in others it ranked from average to poor. One common issue that repeatedly surfaced in our analysis was  that in none of the markets "Diamond" commanded premium over competitors. With commodities like cement brand image gains significance when it comes to deriving premiums, hence the management decided in favour of presenting a new brand.

The second question to be addressed was whether to brand the cement as "HeidelbergCement" or to have some another name. Keeping the Indian customer in mind and following the basic principles of branding, the management decided to have a new name and finally "mycem" came into existence on 7th February 2007.

The name "mycem" can also be viewed as an abbreviated form for Mysore Cements. It also embodies ownership and belongingness. Translated in Hindi it means "Mera Cement" and to the UP customers "Hamar Cement." The growing ownership and belongingness created in the minds of the customers has started paying dividends.

In different parts of the country, "Diamond" had variants both in terms of brand names and packing. HCIL management decided in favour of building a strong brand identity with a packaging that is consistent across the country. Accordingly, the "mycem" bag was designed keeping room for accommodating the brand name in regional language as well.

The first launch of "mycem" was on 30th  April at Bangalore (Karnataka) followed by Bhopal (MP) on 12th  July'07 and thereafter on 18th  July'07 in Lucknow (UP).

Over the  years, "mycem" has been successful in assimilating mind share and grabbing eyeballs of customers thereby climbing its way to reach the pinnacle of premium positioning. The decision of rebranding and the efforts put in has more than paid for itself.. We will continue to build this brand until it becomes one of the topmost brands of the country.