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RAJ KUMAR HANSDAH
Exe-PGP
Branding Steel Marketing Strategy Of SAIL
Why "Branding" ?
 Steel is still considered a commodity.
 There is no differentiation between similar products from various manufacturers.
 Liberal import duties have resulted in an inflow of steel in market from various international manufacturers, making product differentiation all the more difficult and irrelevant.
 Price has become the only guiding factor for the consumers.
 De-licensing of manufacture of steel has led to setting up steel plants by other companies with various products, making it difficult for a company like SAIL make its products stand out from the crowd.
 There are common products from different manufacturer for similar applications.
Branding…leads to
 Identification of product (Brand identity)
 Later, it results in building Brand Equity
 All the benefits of building a brand
SAIL Products
 Flat products
These are products which are flat or in the form of sheets. Following are the flat products of SAIL.
Plates wide, heavy
Sheets HR, CR, Galvanised (GP/GC)
Coils - HR, CR, TMBP, Galvanised (GP/GC)
Electrolytic Tin plates, CRNO Electrical sheets
 Long products
These are products which are long and the form of structurals. Following are the long products of SAIL.
Wire rods, Channels, Rounds, TMT bars, Beams, Angles
Other products of SAIL are the following
 Rails
 Wheels, Axles
 Tubular products ERW pipes, SW pipes
 Semis Blooms, billets, slabs
SAIL brands
 SALEM Steel stainless steel products
 SAIL-MA micro-alloy steel
 SAIL-CON construction steel
 SAIL-TOR construction steel
 SAIL SUPER VALUE STEEL An umbrella brand for steel product
Creating the brand
The following activities were planned and undertaken by SAIL as a part of its marketing strategy in creating brands for its products
 Customer survey
 Market research
 Research analysis
 Strategy formulation
 Brand launch
 Integrated communication mix
Marketing
 Through its Central Marketing Organization (CMO)
 Nation-wide network of marketing offices, dealers and sub-dealers
 Advertising blitz aimed to capture share of mind "There is a little bit of SAIL in everybody's life"
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