I have recently joined in marketing department of a company which is into manufacture of cement. The brand is good but is a bit more costly as compared to the brands of other competitors. It is justified by the good quality our cement have. But what is the best way to send this message to the consumers through our communications? And what promotions could be run to support the brand?
What specifically does an improved quality of the cement mean? Durable? Less likely to crack? More/Less flyash?
You need to highlight the key benefit(s) to the consumers. For example, if the cement is more durable, that would translate into stronger, more lasting foundations (that won’t need to be replaced as often). Perhaps it’s able to withstand acid rain, etc.
If it’s less likely to crack, then it’s great for both interiors (where a large surface area is hard to create) as well as for earthquake prone areas.
The flyash content would make it more eco-friendly.
The key is to identify what the consumer cares about for cement in general, and therefore highlight the benefit (especially when you have to get over the price concern).