The Story of BSRM: How a Brand Changed an Industry

The Story of BSRM: How a Brand Changed an Industry

December 1, 2015

In 2008, BSRM became the first steel manufacturer in Bangladesh to launch their flagship product ‘BSRM Xtreme’, the first 500W-grade rebar in the country. This bold move was seen by many as foolhardy, because steel was an extremely low involvement product back at that time. This was a market dominated by retailers, where consumers relied onthem.

But BSRM went against the tide by advertising to consumers. In 2008, BSRM launched the iconic 360 degree campaign of BSRM Xtreme involving all media vehicles, where press advertisements showed an elephant standing on a steel rod to exemplify the strength of BSRM rods. Through this campaign, BSRM become the first manufacturer to talkabout the true purpose of rebar, which is safety.

After 2008, BSRM kept BSRM Xtreme on the forefront of technological innovations by becoming the first rebar to conform to 10 global standards, the first rebar to be EMF tested andthe first one to pass thefatigue test at 5 million cyclic loading. This effort was noticed and BSRM enjoyed a pull market effect while the competition was still languishing in the push market. This loyalty helped ward off increased competition in the form of players in the category, even charging premium price.

Over the period of time, BSRM went miles ahead of their competition by conducting research and using insights to design campaigns to address the decision-making aspect of consumers and educating consumers on what features of steel rods kept a structure safe. That’s 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 one can’t change the steel inside once the building is made.

The result of the consistent series of communication resulted in a brand that was not just well known within the steel category, but among all categories of products. The concerted effort of the communication campaign as well as a strong distribution network ensured BSRM’s leadership in the market, and turned the table around in terms of buyers as the “Individual Home Builder” buyers became the majority of BSRM sales.

BSRM later ventured outside Bangladesh to enter foreign markets, mainly India, because BSRM is the only steel manufacturer in the country to have achieved Indian certification, where BSRM is planning to compete with eminent steel manufacturers in India.

Today, BSRM has become a household name, and more importantly, is synonymous to safety. In Best Brand Award 2015, BSRM has been recognized as the no. 1 brand in Reinforced Steel category. 


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