The state owned steel company SAIL appears to have adopted ‘think globally and act locally’ as its marketing strategy these days. It has mounted a nation-wide campaign SAIL steel – “Gaon ki ore” which is aimed at boosting steel consumption in the country. This has started to reflect positively on the dealer sales numbers, which recorded an 18% jump in August 2017 over CPLY selling 91,000 tonnes of steel in the month. SAIL targets to sell 1 Million Tonnes steel through its dealer network this financial year and aim at doubling it in next three financial years.
The company has identified the potential of rural markets for enhancing steel consumption which is currently around 10kgs per capita per year as against around 150 Kg per capita consumption in Urban India.
The Gaon ki or campaign is designed to familiarize end users at the grassroots areas, with innovative usage of SAIL steel and its applications and advantages in construction, household equipment, agriculture etc. Through engagement activities, the audience is informed how using SAIL steel can increase durability, life, safety, and longevity of any construction and product. SAIL’s product basket has branded products like SAIL TMT, SAIL Jyoti GP/GC sheets, Salem stainless utensils products in its basket which fit the rural requirements well and has popular acceptance.
Through this nationwide campaign initiated at Nalbari, Assam, SAIL aims to cover more than 100 locations by the end of this year and within months of its inception around twenty workshops have already been conducted in various states. This new age marketing campaign strategically aims to develop a stronger link with consumers through direct engagement.
The company’s recently held campaign also at Mandi, Himachal Pradesh successfully with wide participation from locals and their families. Taking the buzz forward, SAIL organized another round in Palampur on September 14, integrating it with an ongoing exhibition on ‘Destination Himachal’ leveraging the crowd present to raise awareness about steel consumption.