SAIL Targets 16% Market Share

“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,” Chairman P.K. Singh said. The govt’s ‘growth-oriented policies and its focus on augmenting Infra through improved rail, road and air connectivity, and investment in ports and inland waterways, as well as the Make-in-India drive’ all translate into increased demand, said SAIL officials. Harnessing this opportunity through an aggressive customer-centric marketing policy, SAIL is aiming to increase its market share, by volume, from 14% to 16% by 2018-19.“With stabilisation of most of our new and modernised mills, we are diversifying our product basket with value-added and ready-to-use products. SAIL will introduce new and niche brands also,” Mr. Singh said after interacting with SAIL’s marketing team. The marketing strategy would be focussed on increasing share of value-added steel in the basket from 37% now to 50% by next fiscal. It would also see the recast of the marketing model from the present dealership-based mode to a distributor-based model with focus on key-account management and increases in export volume and reach. SAIL’s present capacity of 17 MT of saleable steel production will increase to 21.4 MT on completion of its more than s 60k Cr modernisation programme by this fiscal. “SAIL is aiming to seize the growing opportunities in the domestic steel market where demand is set to rise due to the thrust on Infra, housing and smart cities,” SAIL executive director R.K. Singhal said. Products from the modernised facilities such as universal rail mill at Bhilai, new plate mill at Rourkela, structural mills and wire-rod mill at Burnpur and Durgapur and the cold-rolling mill at Bokaro will contribute to SAIL’s value-added product basket. These products mainly target the construction sector including roads, bridges, tunnels, housing, railways, industrial usage like power transmission boilers, pipes and also niche segments like defence and space research, company officials said.