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"Branding" Steel : Marketing Strategy Of SAIL
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RAJ KUMAR HANSDAH Exe-PGP "Branding" Steel : Marketing Strategy Of SAIL Why “Branding” ? Steel is still considered a commodity. There is no differentiation between similar products from various manufacturers. Liberal import duties have resulted in an inflow of steel in market from various international manufacturers, making product differentiation all the more difficult and irrelevant. Price has become the only guiding factor for the consumers. De-licensing of manufacture of steel has led to setting up steel plants by other companies with various products, making it difficult for a company like SAIL make its products stand out from the crowd.
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