CASE STUDY: ‘Mastercrete brand revitalisation’ for Mastercrete Cement, by Lafarge Cement UK
Lafarge manufactures two mainstream cement products, ‘GPC’ and ‘Mastercrete'. Mastercrete is superior to GPC, but in the past end‐users have not perceived any significant difference between the two.
Lafarge planned to narrow the gap in the audience’s perception of Mastercrete so that the brand could command a premium price. The approach was to conduct extensive research to identify new attributes that could be incorporated into the Mastercrete brand in order to achieve a premium position. The key insight was that cement wastage through poor packaging was the main pain point.