Market Research on Effectiveness of Product Promotion Activities of Tata Shaktee GC Sheets

            
 
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Case Details:

Case Code : MKTG309
Case Length :20 Pages
Period : 2012-2013
Pub Date : 2013
Teaching Note :Not Available
Organization :Tata Steel
Industry :Steel
Countries :India

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Ujjwal Desai (Desai), Head - Sales Retail at Tata Steel Limited (Tata Steel), was responsible for product promotion activities for the Galvanised Corrugated (GC) sheets of Tata Shaktee. The Tata Shaktee brand of Tata Steel was known for the high degree of trust and loyalty it commanded and its price dependability. Desai had a budget of Rs. 3.72 million which had to be allocated to various promotional activities for the brand in the Jharkhand region in proportion to their effectiveness. In other words, Desai wanted to design a strategy which would help the company increase the sales of its GC sheets by allocating the appropriate budget to promotional activities which were preferred by dealers and customers.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Toward this end, he enlisted the services of a management intern. The intern’s assignment was to conduct market research on the effectiveness of the product promotion activities for Tata Shaktee GC sheets in Jharkhand. He had to survey the dealers and report back to Desai with his findings and recommendations.

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