Sail Case Study
2012 Batch Group 1
Brief about the case
Facts
What is SAIL aiming for?
Proposed solution
Facts about SAIL
• History
• Product Range
• In-house marketing and trade divisions
• Consultancy and R&D divisions too!
Current Market Situation
Wide marketing spread
Competitors
Tata Retail
Local TMT dealers
What are they aiming for?
Growth of the company
Selling wide range of products
Increase the profitability
Direct retailing
Increase reachability and visibility
Becoming market leader in retailing
How retailing helps?
Eliminate layers of middlemen
Market Steel as a consumer product
Create a new retail model in the industry
Prompt delivery of products
Franchisee model can be implemented
Increased visibility – B2C
Marketing Strategy
Set up of retail store
Promotion
Distribution
Expansion
Set up of retail store
Location and Size
Market and Market Size
Competition
Ambience
Promotion – The Brand
Glocal icons like Sachin and Amitabh
Involving print media
Electronic media
Free engraving services for purchases on a
specific day
Giving attractive offers
Donate for local events
Distribution
Streamline the distribution process
Forward and backward integration
Inventory management is required
Reduce cost per product to improve
efficiency.
Expansion
Open New Locations
Open new franchisees
Acquire local dealers –Vertical Expansion
Diversify Products
Create Online Presence
Questions?
2012 Batch Group 1
Brief about the case
Facts
What is SAIL aiming for?
Proposed solution
Facts about SAIL
• History
• Product Range
• In-house marketing and trade divisions
• Consultancy and R&D divisions too!
Current Market Situation
Wide marketing spread
Competitors
Tata Retail
Local TMT dealers
What are they aiming for?
Growth of the company
Selling wide range of products
Increase the profitability
Direct retailing
Increase reachability and visibility
Becoming market leader in retailing
How retailing helps?
Eliminate layers of middlemen
Market Steel as a consumer product
Create a new retail model in the industry
Prompt delivery of products
Franchisee model can be implemented
Increased visibility – B2C
Marketing Strategy
Set up of retail store
Promotion
Distribution
Expansion
Set up of retail store
Location and Size
Market and Market Size
Competition
Ambience
Promotion – The Brand
Glocal icons like Sachin and Amitabh
Involving print media
Electronic media
Free engraving services for purchases on a
specific day
Giving attractive offers
Donate for local events
Distribution
Streamline the distribution process
Forward and backward integration
Inventory management is required
Reduce cost per product to improve
efficiency.
Expansion
Open New Locations
Open new franchisees
Acquire local dealers –Vertical Expansion
Diversify Products
Create Online Presence
Questions?