SAIL Chairman P K Singh interacts with entire marketing team in Kolkata

Shashank Shekhar

Bokaro ( Jharkhand) : Steel Authority of India Ltd. (SAIL) Chairman P K Singh interacted with the Company’s entire marketing team and employees of local SAIL units in Kolkata two days back and explained to them how to  remain the market leader in field of steel.  

Acknowledging the SAIL’s new marketing strategy aimed at gaining a competitive edge in the market, Singh  said, “For SAIL, the new marketing strategy, with customer retention through enhanced customer experience as its mantra, is a way-forward to consolidate its market leadership and is a crucial tool for the turnaround of the company in the near future.” Pointing towards the stiff market competition, he added, “Big challenges offer great opportunities. Capacity addition by other companies enhances market competition and in such a scenario SAIL’s intelligent workforce, experienced manpower and new assets are of great advantages.”  

Discussing marketing strategies,  the SAIL Chairman said, “While retaining our core marketing values, we are strengthening our market-centric and consumer-oriented approach for reaching customers. At SAIL, customer-value management is supreme. With stabilization of most of our new and modernized mills, we are diversifying our product basket with several value-added and ready-to-use products. SAIL will introduce several new and niche brands to its product basket. Gauging the domestic and international market, SAIL aims to have a blend of both markets in its portfolio.” 

He said that the company is scaling up its presence in global markets through exports and 10% of SAIL’s saleable steel production will be targeted for new markets overseas including Africa, Philippines, Indonesia, Thailand, Sri Lanka, Bangladesh etc. SAIL is also streamlining its channel management to address the needs of customers in untapped geographies. In the times to come, SAIL will focus on retail sales with higher volumes and deeper reach along with exploring effective ways of transportation and logistics, he said.

Singh’s interaction with around 350 executives of SAIL is expected to provide a further boost to the stepped-up efforts of the company to expand and enrich its market share. This information was given in a press release by Bokaro steel plant  chief of communications office.