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Outlook Task 3

Prism Cements and their competitor Ultratech Cements are analyzed and compared. Prism Cements was started in 1992 as Karan Cements and renamed Prism Cements Limited in 1994 and later Prism Johnson Limited, offering cement products. Ultratech Cement is positioned as a premium brand and "The Engineer's Choice". Key brand elements like name, logo, tagline, packaging, and website design are compared between the two companies.

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90 views7 pages

Outlook Task 3

Prism Cements and their competitor Ultratech Cements are analyzed and compared. Prism Cements was started in 1992 as Karan Cements and renamed Prism Cements Limited in 1994 and later Prism Johnson Limited, offering cement products. Ultratech Cement is positioned as a premium brand and "The Engineer's Choice". Key brand elements like name, logo, tagline, packaging, and website design are compared between the two companies.

Uploaded by

Gokul
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Brand Management

Branding is the process of creating an image that can help us to differentiate from our
competitors and create a loyal customer base with a combination of elements like logo,
company vision and mission, telling stories about our product. Customers can relate our product
or service with the brand image.

And for analysis and comparison part i have taken Prism cements and their competitor in the
same segment ultratech cements.

Prism Cements:

Prism Johnson limited is one of India's leading companies who provide a wide range of products
from cements, ready mixed concrete. The company was started in the year 1992 as karan
cements and in 1994 it was renamed as Prism cements limited. It has been renamed as Prism
Johnson limited and it has offered a wide range of products or services. Their products include
Champion, Champion Plus Cement and Duratech.

We will discuss the Prism johnson limited product and brand management aspects. How they
are positioning their products to their consumers. And we will discuss the marketing
communication aspects of the company and comparing it with their competitors Ultratech
cements.

Brand Elements:

Brand elements means the traits that brand will have that differentiate it from competitors. It will
create a unique identity in the competitive market. These may include slogans, logo, taglines,
tone of communication, packaging and many more. We will look into the brand elements of
prism cements and we will compare it with ultratech cements.

1. Brand Name

Brand name applies to the word, phrases or words used to identify the company, product
or services.
For Prism Johnson limited and for cement category they have chosen PRISM CEMENT
as a brand name and for UltraTech cement as a brand name. For UltraTech they have
mentioned their parent company name in the website logo will help them to create
trustworthiness among the consumers.

In the Prism cements they have some text in their own language and it was not able to
be understood by many.

2. Brand Logo and colour pattern

Logo is the visual element of the brand that could be identified by the consumers about
their company or product and services. The colour pattern which can be followed
throughout the communication which will help the consumers to remember about our
company, product or services.

In Prism cements the logo and the colour pattern in the website is red and UltraTech
cements yellow in their logo background and black fonts and in their websites they are
using yellow and white.

3. Tagline / Theme line

Tagline or Theme line are a catchphrase which can grab the attention to our product. To
make our brand memorable we need to have a strong relatable tagline that can help us
to position our brand in consumers mind.
Prism cements have a tagline which reflects the strong regional strengths and UltraTech
cement have a tagline of “The Engineer’s Choice” is more of a engineers preferred
cements.

4. Packaging / Product design

PRISM jOHNSON CEMENTS follows a different color pattern for their patterns and
Ultratech follows their yellow colour in all of their products.

5. Brand Mascot
For Ultratech cements they have selected the engineers construction helmet as their
brand identity and which is in the same as their brand colour(yellow). And for prism
cements we have prism as our mascot but people are not able to identify it well in
comparison with the ultratech cements.

6. Website design
Both of them are having their brand colour in their website design. Few that were
missing in the prism cements are chat bot and queries part.

7. Website url
Benefits of having a brand name in the url is it will help improve the credibility among the
consumers. Using brand name in the url will help consumers memorable and easier to
share with their family and friends.

Both of the brands have their brand name in their website URL.

8. Brand Positioning

Ultratech cement has positioned their product as a premium brand and experts choice
as “ The Engineer’s Choice”.

PRISM Cements
9. Brand Personality
Brand Elements:
10. Brand Name
11. Brand Logo
12. Tag line / Theme line
13. Packaging / Product design
14. Colour pattern
15. Same tone of communication / Brand communication
16. Sounds / tingles
17. Website design
18. Website url
19. Brand Positioning
20. Brand Personality

Brand touch points:

Project ideas

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