ction Construction Equipment Ltd (ACE) is a Faridabad-based company which manufactures mobile cranes used in construction. In its decade-long existence, the company has never really had a budget for advertising. Like most B2B companies, it never felt the need to. Business expansion has taken place by winning competitive bids and tenders. Other possibilities were hardly considered.

In recent years, though, the company has been advertising itself aggressively. Is this because of a change in its marketing approach or a change in its equity structure? Or is it both? The truth lies somewhere in between. ... more