Branding a Commodity - The Tata Steel Way

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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.

Case Details:


Case Code : MKTG083 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Brand Management
Case Length : 13 Pages
Period : 1990-2003
Pub Date : 2004
Teaching Note : Available
Organization : Tata Steel
Industry : Manufacturing
Countries : India


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.


• Understand the issues involved in marketing an industrial commodity.

• Understand the advantages of branding a commodity.

• Understand the reasons for Tata Steel's decision to brand its steel products


  Page No.
Steeling the Show 1
Background Note 2
Branding Steel 3
Distribution Revamp 5
Benefits Reaped 6
Future Prospects 7
Exhibits 8


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

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