Humanizing our brand image has always been the core objective: Charu Malhotra, APL Apollo
Malhotra, who recently joined APL Apollo Tubes as Chief Brand Officer and Group Head Marketing, talks about the brand's marketing strategy and more
Charu Malhotra, who recently joined APL Apollo Tubes as Chief Brand Officer and Group Head Marketing, talks to e4m on the brand’s plans to grow awareness and the challenges and opportunities in selling physical infrastructure products in the increasingly digital ecosystems.
Excerpts:
In a market where products are seen as a commodity, how can a brand create a last competitive advantage? Can you provide insights into how APL Apollo is evolving as a strong brand within the commoditized building material industry to ensure a strong market position and presence?
At APL Apollo, our strategy revolves around a simple principle: delivering excellence. This approach has become synonymous with our brand name, signifying quality and reliability. Therefore, this strategy is made possible because of the resilient efforts of our R&D team toward creating a superior range of products that add value to our customers' projects. Equally important is our strong emphasis on understanding the unique demands of our customers. This includes offering customised solutions and excellent customer service, which sets us apart in this market.
Moreover, traditionally, the infrastructure industry has closely followed in the footsteps of the steel industry, as it was also once considered a purely commodity-based industry. Therefore, the building material industry has witnessed a remarkable shift in the past few decades as it has transitioned from a commodity-based marketing approach to a brand-driven one. It is now focused on building equity, awareness, and an aura around the brand in order to build meaningful engagement with the customers and the masses at large.
What strategies do you plan to implement to strengthen the brand's position in the steel tube industry? What would be the primary brand priorities and aspiration over next couple of years?
As mentioned earlier, today's well-read and evolved customer wants to engage with a brand that stands for a larger purpose. They are buying into the "Why do you do it?" Therefore, we at APL Apollo, a brand that manufactures structured steel tubes, are paving the way for a modern construction industry. It is important for us to create awareness among the customers that we are moving towards more sustainable and greener construction practices, generating a positive 'halo' for the brand. Hence, our primary objective over the next couple of years is to ingrain sustainability into the very fabric of our brand identity. In today's world, where consumer values are increasingly shaped by social responsibility, we've recognised the necessity of aligning with these principles. This goes beyond just mere green initiatives, as we are aiming to embody sustainability in every aspect of our business, from manufacturing processes to products. On that front, the company is currently sourcing 38% of its energy requirements from renewable sources and recycling 27% of its water consumption, along with our innovative environment-friendly products, which save 2,50,000 trees every year. Moreover, APL Apollo's objective is to become a net-zero company by 2050. With these efforts, we aim to solidify our position as a forward-thinking brand within the steel tube industry.
Additionally, our marketing strategy will include a wide range of both traditional and twenty-first-century marketing initiatives. Considering the extent of our team, which includes channel partners, influencers such as fabricators and contractors, architects, structural consultants, project owners, government specifiers, officials, and diplomats, we will adopt a hybrid approach. In a landscape where the lines between B2B and B2C marketing are becoming blurry, it is crucial to connect with a broader audience. Therefore, our primary attention will be on enhancing brand awareness and building brand equity by targeting not only the stakeholders but also the general public. Our media mix will feature a significant presence in outdoor and television media, along with digital spaces, to reach the right stakeholders. We will strategically select digital and print platforms to establish ourselves as thought leaders and authoritative voices in the steel tube industry, contributing significantly to the nation-building process through the promotion of eco-friendly construction practices.
How does the brand plan to enhance its humanization efforts more effectively?
In this highly technical industry, humanising our brand image has always been the core objective. Tackling this inherent challenge, we are consistently sharing stories of the individuals who drive our brand, from skilled workers in our manufacturing facilities to the experts in our R&D team. By championing the passion and skills of our team, we aim to create a genuine human connection with our customers. Additionally, we make efforts to actively engage with them and figure out their unique preferences while being responsive to their feedback. The overall idea is to highlight the fact that businesses, even in a technical field like ours, are ultimately powered by people.
Your thoughts on the future of marketing for infra brands such as yours?
Looking at the future, several key marketing aspects would be instrumental to success. First, we believe that maintaining a strong customer relationship will be the cornerstone of our marketing strategy, as we must connect with our customers to address their unique needs. Furthermore, aligning our brand image with the rising significance of purpose-led brands is key, especially in today's market, which puts a strong emphasis on sustainability and transparency. At the same time, thought leadership will also be crucial in our marketing strategy as we contribute to the larger discussion within the industry by sharing valuable insights, which would further solidify our position as market creators.
Moving forward, the 'brand aura' will also play a key role as the industry witnesses a growing emphasis on providing unique customer experiences. At the same time, the utilisation of AI-based tools is set to redefine product marketing, with chatbots and virtual assistants enhancing the buying experiences for customers. Also, making engaging and informative content, particularly in the form of concise video assets, will be king for social media marketing. On top of that, personalised loyalty programmes will become a driving force in creating brand loyalists.
