Abstract

The case focuses on the marketing of steel by India’s leading private sector steel manufacturer - Tata Steel. The case explains in detail the reasons for the company’s decision to opt for branding, and the steps taken by the company to make its branding initiatives successful. The case also provides information about the steps taken by Tata Steel to inculcate customer orientation in its employees. The revamping exercise undertaken by Tata Steel and the different approaches adopted for its two different customer segment - B2B and B2C, are also covered. The case concludes with information on the benefits reaped by the company through its branding of its steel products, and the prospects of the company in the future.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing an industrial commodity.

Keywords

Marketing, steel, India, leading, private sector, steel manufacturer, Tata Steel, company's decision, branding, steps, Tata Steel, customer orientation, employees, revamping exercise, approaches, two, customer segment - B2B, B2C, steel products, future