Centuryply acts in the space of building materials - particularly in the interior with plywood, laminates and decorative veneers - along with other categories, such as cement, transportation and logistics. In India, the market is dominated by unorganized players and plywood is always treated as a commodity marketing. Given the boom in real estate across residential and office space, as well as rapid changes in the current way of life in India, the company expects a steady and continuous growth and wants to do better in the category of wooden furniture. Centuryply sees investment in brand building as a way to beat the case, explain the focus commoditization.The innovative branding strategies that can be adopted by marketers to create a brand in the product market. In addition, it deals with the difficulties faced by the company to maintain sustainable supply of the brand in a competitive environment. The key issue is how to maintain the momentum of building a brand and take it to the next level. "Hide
by Banerjee Saikat, Abhra Banerjee Source: Richard Ivey School of Business Foundation 16 pages. Publication Date: September 5, 2012. Prod. #: W12179-PDF-ENG
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