Creative Brief-BSRM

Product Name-BSRM Xtreme 500W

Company Background:
THE STORY OF A STEEL REVOLUTION
Before 2008, steel was such a low involvement product that the actual buyers of the product
left the choice of brands to other perceived experts. The market was a push market, where
retailers decided for the consumer on the brand of steel to be used for constructing buildings.
There was fierce competition within the market, as multiple players adopted the same push
strategy to sell their product. Most of the buyers of branded steel were corporate houses, with
individual consumers occupying the minority position.
Then something amazing happened in 2008!
That was the year when BSRM singlehandedly changed the steel market with the first real 360
degree marketing campaign this industry had ever seen. They led the revolution with their
iconic campaign of BSRM Xtreme, where an elephant stood on a platform on a steel rod to
exemplify the strength of BSRM rods. The visual was simple i.e. strength, but the message was
extremely powerful. For the first time ever, there was a steel manufacturer who transcended
from merely communicating the benefits of a product to talking about the larger picture, i.e.
the safety aspect of consumers. Thats how BSRM captured the hearts and minds of consumers,
because they were the first steel company who were not only showing that they cared about
the safety of consumers, but went about proving it.
After 2008, BSRM kept BSRM Xtreme on the forefront of technological innovations. This was a
rod that was the first EMF tested rod, the first rod that passed 5 million cyclic loading Fatigue
testing in the U.K. and conformed to 10 global standards. The fact that they were testing and
re-testing their product proved their commitment towards safety among the consumers. The
market had rapidly shifted from being a push market to being a pull market, where consumers
would actually demand BSRM from retailers. This was brand loyalty, defined!

Later, BSRM went miles ahead of their competition when they conducted research, derived
insights from those research and designed communication campaigns to address those insights.
Thats how the stakeholder campaign was born, where consumers were educated on just how
much steel is needed, and why it was important to choose the best steel, because you cant
change the steel inside once your building is made. Campaigns were designed to address the
decision-making aspect of consumers, educating consumers on what features of steel rods kept
a structure safe and of course, communicating the features of BSRM Xtreme.
The result of the consistent barrage of communication campaigns resulted in a brand that was
not just well known within the steel category, but among all categories of products. The TOMA
achieved was phenomenal considering the resources involved, which was much lower than
other telecom brands but achieved similar status.
The concerted effort of the communication campaign as well as a strong distribution network
ensured BSRMs leadership in the market. By the time BSRM reached its peak, the market was
no longer dominated by corporate houses; rather, individual home builders became the
majority customers. Despite a price difference of nearly two thousand taka, BSRM Xtreme is
still sought by consumers, believing that when its about steel, nothing beats BSRM and its
products.
Today, consumers believe in BSRM because of the stature and reputation that BSRM has
achieved over the years through its product excellence and effective communication. Thats
how BSRM became a household name, and more importantly, has become a symbol of safety.
Product Knowledge:
Xtreme 500W means Xtreme is the product name, 500 is the strength in Mpa unit & W means
wieldable. Tensile properties, ductile properties &fatigue properties are the important
Attributes of Xtreme 500W.
Brand Idea:
Strength, Safety & Sustainability on the foundation of these three essentials we have built on a
structure of trust and dependence for our customer to live in. Brand BSRM is all about more
structures like that and house more dreamers in them. Brand BSRM is also about the last, the
latest, the ultimate in steel in Bangladesh. That is way it is called the ultimate steel. It is a brand
that speaks from the experience with the voice of intelligence & knowledge.

Brand age is 40 years old who advice people about safety.

Unique Selling Proposition:
BSRM Xtreme is the only brand in Bangladesh which is regularly Fatigue tested from UK. This
is the main USP of BSRM.
Brand Positioning:
BSRM evolved from purely product driven corporate houses with the initial brand promise of
The Ultimate Steel to the brand that stood for the most key category proposition-Safety.
BSRM has always been the steel that represented safety.
Point of Differences-BSRM Xtreme is the only brand in Bangladesh, which is Fatigue tested
from UK. This is the main USP of BSRM. Other companies test theirs from BUET.
Point of Parity- BSRM Xtreme has all the other attributes to be in the Rod/Steel category, such
as-ductility, EMF etc.
Target Market:
Engineer & Architect are the main influencer of purchase decision making. Sometimes home
owners are also influence the target customers. BSRM targets the customers who have the
ability to build a home to their own. Mainly upper & upper middle class people has the ability
to build their own house in Bangladesh.
BSRMs targets the customers are those who have the ability to build a houseof their own in the
near future. Mainly upper & upper middle class people have the ability to build their own house
in Bangladesh. Builders of other structures such as corporate buildings, bridges, overpasses etc.
are key target customers.
Objective of the Campaign- Throughout all the past campaigns, BSRM has successfully reached
the level to set their products attributes and benefits in the consumers mindsets. However,
they couldnt proceed further, meaning they couldnt create customer value as in any
emotional attachments of the customers for the brand. So, create a communication that
touches human emotion.

Task- Attach the brand emotionally in the consumers mindsets & create customer value for the
brand.
Estimated Budget for the Campaign-2 Core
Campaign Duration- 1 year
Target Media

TV channel, Newspaper, Radio Channel