"Branding" Steel : Marketing Strategy Of SAIL

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 ...