Branding a Commodity - The Tata Steel Way |
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"To beat the industry trend in a situation of over-supply we need to move away from selling commodities into marketing brands. Even as we will continue to leverage and take to greater heights the value of the TATA brand, there will be efforts to create new images and associations for our services and products in current as well as new businesses" - Tata Steel Annual Report 2003. "Branding will give rise to a customized product in terms of value, performance and pricing; it will meet our customers' needs better. Branding will go a long way in meeting the challenge of gaining a sustainable competitive edge." - Mr. B. Muthuraman, Managing Director - Tata Steel, in February 2003.1 Steeling the Show
In the late 1990s, the company undertook internal campaigns to focus the attention of its workforce on customer orientation and service. Tata Steel also made changes in its distribution system. On the recommendation of consultants, Booz Allen Hamilton, the company introduced the hub and spoke model to reduce expenditure on logistics.
Branding a Commodity - The Tata Steel Way - Next Page>> 1] Tata Steel Launches Steel with Soul, www.tata.com, February 27, 2003. |
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