1. Proof of the Association Value with BCCL

2. Leverage your Brand for Value creation
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organization without Brand Capital's prior written consent.

3. Proof of the Association Value with
BCCL

5. Brand Capital
Approach

6. Brand Capital Solution
Big Idea
Global Steel Conference in association with ET
•
Instituted an event titled Global Steel Conference
•
To be attended by all the major players from the steel industry and key government officials
•
Entire event promoted over ET Print and Non Print Platform
•
Leverage Gujarat NRE and ET network to built scale and network with Govt Policy makers and other
major player of the steel Industry
•
Promotion of the event over 6 months through print and non print platform of BCCL to create
awareness and built a huge scale for the event
Result:
•
Immediate attention from the policy holders and Investors resulting into increase in Market Cap
•
Global Steel has now become an established property and a revenue generating event for Gujarat
NRE Coke

7. Global Steel Conference in association with ET

8. Impact – Post Deal
Gujarat NRE Coke
Market Cap
• Regular media campaign ensured that the company’s
image makeover happened as was reflected in the price
6000
5000
Mkt Cap (Rs. Crore)
• Market was not recognizing the value of the stock.
BCCL enters and the stock jumps to BCCL’s investment
price in a month
BCCL Investment
Announced
(17.07.2009)
4000
3000
2000
1000
0
•Stock rose by 38% one year into treaty vis-à-vis steel
which rose by 11%
/08 /09 /09 /09 /09 /09 /09 /09 /09 /09 /09 /09 /09 /10 /10 /10 /10 /10 /10
1 2 0 1 0 2 0 3 0 4 0 5 0 6 07 0 8 0 9 1 0 1 1 1 2 0 1 02 0 3 0 4 0 5 0 6
01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/ 01/
Share Price vs Comodity Price
Price Vs Monthly Spend
0
Jun
'09
Jul'
09
Aug
'09
Sep
t'09
Oct
'09
No
v'0
9
Dec
'09
Jan
'10
Feb
'10
Ma
r'10
Apr
'10
Ma
y'1
0
0
Avg Price
Steel Price
Price/share
20.0
10.0
0.0
'09
Au
g' 0
9
Sep
t '0
9
Oc
t '0
9
No
v' 0
9
De
c '0
9
Jan
'1 0
Feb
'10
Ma
r' 1
0
Ap
r'1
0
Ma
y'1
0
20
30.0
'09
10000
5000
40.0
Jul
40
50.0
Ad Spend (Rs Lac)
Rs/MT
15000
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
60.0
Jun
25000
20000
70.0
30000
80
Rs/Share
100
60
BCCL Investment
Price (Rs. 50)
Ad spend
Avg Price

9. Ad Spend of Gujarat NRE Coke
Fig in Rs Cr
Brand Capital deal was signed in May 2009

10. Ad Spend of Gujarat NRE Coke
Fig in Rs Cr
Brand Capital deal was signed in May 2009