STEEL-A-THON

Team Name- ZERO

Members-
Sumit Suman- 18pgp195@iimraipur.ac.in
Santosh P.- 18pgp166@iimraipur.ac.in
Executive Summary

With the uncertainty on steel demand lingering, Tata Steel has literally opened
new doors to shore up revenue from value-added products. As part of its efforts
to expand its retail consumer business, the company has developed a range of
new products, including steel doors, steel windows, gates, grills and modular
furniture.
The company has launched wood-finish steel doors under the brand name
‘Pravesh’ and plans to sell about 4 lakh doors this fiscal year. The brand has been
launched across India, except for the North-East and Jammu and Kashmir. The
door business is estimated to be worth ₹50,000 crore per annum and is
dominated largely by local carpenters and vendors.
The company is currently working with three companies to manufacture and
install Pravesh at the customer’s end. It will add another three companies as
volumes pick up.
Problem Statement

Given the Pravesh target segment and understanding that Pravesh is to be

positioned as lifestyle brand, should we focus more on digital marketing given
that it has faster reach? What should be the share of the total marketing budgets
for digital marketing and what should be the key communication in digital space?
Besides, what vehicles should be used in the digital space and if social media
marketing is relevant? Given that it takes time to build a new brand digitally,
how do we engage with the consumers on this media?
 Digital Communication Strategy
Starting by identifying business goals
 Demonstrating innovation
 Growing brand awareness
 Increase lead volume
 Improve shareholder value
First, we confirm that your business strategy is to win new customers by delivering innovative new products,
services and superior delivery.
Perhaps our situation involves launching innovative new products and services, the organization should be
viewed as innovative using to new communication tactics.
 Create an online hub of product information that educates audiences and helps them solve their business
challenges.
 The content should be delivered in a highly interactive fashion
 Promote the content online through appropriate channels such as paid search, SEO, association websites,
and perhaps social media such as LinkedIn. Develop a content calendar that includes a cadence of pushing
out content at strategic points in the year.
Total Advertising Budget

Marketing budgets as a percent of the overall firm budget has remained even more consistent, as shown in the chart above. On average, marketing
budgets made up 11.1% of total company budgets in 2018, with some variation depending on the industry and who they're marketing to. Not
surprisingly, those companies in the B2C product space allocate the largest portion of their total budget to marketing, averaging 16%. B2C services
increased their marketing budget share substantially as well in 2018, moving from 9.3% of firm budget to 14.9%
Route of Communication and Communication
Style & Encourage the Customers to purchase
doors / windows online
 Display Advertising

This channel involves designing graphical advertisements and placing them next to content on websites, e-mails and
other digital format, and instant messaging applications. The advertisements can be text, images, audio or video
clips, animation, or other interactive content.

 E-mail Marketing

As the name suggests, you market your products or services to your targeted customers via e-mail. E-mail
marketing is a great way to gain new customers or improve relationships with existing customers.

 Social Media Marketing

Social networks like Facebook, and LinkedIn, blogs, micro blogging websites like Twitter, forums, wikis or open
encyclopaedias, content communities like Flickr and YouTube, and podcasts are all forms of social media. All of
these forms involve the building of networks or communities by allowing users to interact with each other.

 Affiliate Marketing

Affiliate marketing is performance-based marketing involving a business owner and one or more websites or
affiliates. The affiliate website owners place advertisements on their own websites to market the business owner’s
goods or services in exchange for a percentage of profits.
References

 Articles
https://www.digitaldoughnut.com/articles/2014/november/4-important-digital-marketing-channels-you-should
https://www.dix-eaton.com/blog/entries/4-steps-to-creating-a-digital-communications-strategy

 News Paper
The Hindu

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