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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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Excerpts

Tata Shaktee

Over the years, Tata Steel had altered the landscape of the roofing industry in India. The company was considered a pioneer in the field of manufacturing superior quality Galvanized Corrugated (GC) sheets. Manufactured with world class technology, the company contended that its Tata Shaktee GC sheets were not only stronger but they were also longer-lasting than other GC sheets in their class. Tata Shaktee GC sheets were made from virgin steel processed at Tata Steel's state-of-the-art cold rolling mill...

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

Target Market and Promotional Campaigns

Life has three imperatives to sustain itself: food, clothing, and shelter. While a debate may rage regarding which of these is the more critical, there can be no debate on the importance of shelter. Roofing provides protection to the other two. The choice of roofing – thatched, tiled, aluminum, concrete, or galvanized corrugated (GC) – is determined on the basis of weather conditions in the region and economic factors. GC sheets are the usual roofing of choice for cattle sheds, warehouses, grain storage, and often for residential applications. Some part of the total production of GC sheets also goes into industrial roofing, government projects, etc...

What to do Next?

Krish's report was in front of Desai. It also included a set of recommendations. Desai acknowledged that while Tata Steel had the upper hand compared to its closest rivals, the study also revealed that the company was lagging behind rival brands in a few aspects primarily due to some lacunae in its promotional activities. Based on the results, Krish also proposed how the Rs. 3.72 million budget available to be spent on promotion activities could be allocated to the promotion activities in proportion to their effectiveness ...

Exhibits

Exhibit I(a): 10-year Financial Performance of Tata Steel
Exhibit I(b): Consolidated Financial Results Summary
Exhibit II: Different Promotional Activities for Tata Shaktee GC Sheets
Exhibit III: Effectiveness of PPA by Categories
Exhibit IV: Effectiveness of Different Promotional Activities
Exhibit V: Top Five Promotional Activities Preferred by Customers
Exhibit VI: Proposed Allocation of Budget


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