Page 42 - IBT August 2021 Issue

Construction Industry
By Marjiya Baktyer Ahmed
Building
Faith
Farah Shahrookh Raza, Head of Marketing and Branding of BSRM expounds on the
advancement and digitalization that allowed the industry to use the right online
and offline platforms to connect to customers
How has your 19+ years of
professional journey been so
far? What were some of the
obstacles that challenged you
to grow in your role?
In one word – marvelous. I have
enjoyed every moment of it.
Growing is always about facing
challenges. There is no growth
when there is no challenge. I never
say there were obstacles, rather
there were opportunities which I
could see and all I had to do was
rise up to the situation with
diligence, dedication, integrity and
a big smile. In many cases it was
about working more than what was
required with patience because it is
a patriarchal society.
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August 2021
there are multiple players there are
multiple brands with their own voice,
commitments and deliverables that
require aggressive marketing practices
to support Sales Actions. The Brands
that are playing a role in the economy
are also taking initiatives to support
the community, protect the
Branding contents often speaks
environment and branding employees.
volume of the inclination towards
culture, history and nationalism.
How does this help any brand
stand apart among its
contemporaries?
A brand is good and strong only when
it has been able to create trust,
maintain its commitment and respect’s
its customers. It is all created when
the brand is able to capture the culture
and history of the nation in its vein. It
is not about making the brand stand pandemic extended new methods and platforms of the
apart, it is the basics of the brand and communication basket. It integrated digital channels with
any strong brand will do so. A brand traditional methods and gave rise to various areas to create
that doesn’t understand the culture the best customer experience. Construction industry has a
and doesn’t believe in the history of versatile level of customers and a core concept of marketing
the nation will not be able to survive. activity is to engage with its customer segments as much as
It is the responsibility of the brand not possible. Even though the onset of the pandemic has been
only to be there for the customers but difficult, the advancement and digitalization allowed industry
also assume the responsibility to build players to use the right online and offline platforms to connect
You have been in the branding and the nation. Some brands do it in a to customers on the basis of segment type, needs and
marketing arena of which more than 10 subtle way and some by creating a deliverables. Virtual platforms like Zoom and the rapid
years have been in the construction buzz, it is the personality of the brand succession of social media allowed brands to retain the faith
Industry. How has the industry practices that determines how to do it. A brand of their customers.
evolved over the years? is a personality, an entity.
I have worked with international and national Can you share some advice for up and coming
leading brands of the construction industry. I have How is the pandemic shaping the way marketers looking to enter the steel/construction
always found the industry to be very dynamic and marketing and branding is done? What are industry?
at the same time exigent resulting in having some of the key marketing aspects to keep The construction Industry is a very versatile and dynamic
multiple players in its own industrial category. in mind for the construction industry? industry. It allows you to work with customers of different
Each of these categories are so vibrant that the Pandemic was a situation for which no dimensions and different needs. If you look into the
market created the opportunities for both the company was prepared for. But, a operational value chain you will see working in this industry
customers and consumers to choose. The initiation strong brand is always able to shape will extend your knowledge. Every industry has its own
of Branding and Marketing Practices in the overall up the situation through its marketing uniqueness and so does this industry. My advice to all will be
industry came 25-30 years ago but the evolution and branding practices, no matter to have patience, be open-minded, have an inclination to learn
took place rapidly because competition grew fast. what is going to happen in the coming and a willingness to say yes to whatever work is kept on your
When my parents constructed their dream house in days. Hence as a part of their table but never compromise with integrity and ethics. If you
the early 90’s there were limited choices but now responsibility brands step up for love your work you will own it and if you own your work it
there are multiple brands – multiple choices. As customers and be there for them. The will always pay off for you when the right time comes.