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A regional cement leader lifted advocacy in all four channel and influencer groups; a rival drew level in its home market and price turned out not to drive loyalty
The leading cement brand in its region wanted to hold that position while growing into adjacent markets, and tracked loyalty among the people who sell and specify its product.
Six stakeholder types were interviewed across 17 centres, with every competitor rated by respondents who also dealt with that brand. Each attribute's link to advocacy was tested statistically.
Net Promoter Scores rose in every group between waves, two of them into the excellent band. The read came with two warnings: one rival had drawn level in the client's home market, and affordable pricing, the lowest-scoring attribute everywhere, had no link to advocacy at all. The client received a defence plan built on what actually drove loyalty.
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- The question
- How loyal are our dealers, retailers, engineers and masons, against competitors, and what should we defend?
- Approach
- Face-to-face loyalty tracker among dealers, retailers, engineers, contractors and masons, each competitor rated by people who also deal with it; driver analysis of advocacy
- Where
- 17 centres across five states of north-east and east India; two waves
De-identified. Names, places and distinguishing details are generalised.
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