TATA Case Study-Shifting Sands
August 12, 2009

When we hear the term 'Brands' several things come to our mind: Chocolates, soft drinks, cars, clothes, soaps...but...steel?

Well, thiswas precisely what the 2nd yearPGDMMarketing participants learnt about in the two integrated sessions of Sales and Distribution Management organized by Prof. Renuka Kamath and conducted by two eminent people from the Tata empire - Ms. Atrayee Sarkar, Chief of Marketing (Distribution and Branded Products).

While the first session focussed on understanding steel as a product in the B2B (Business To Business) scenario, the second session dealt with understanding how Tata Steel made a quantum leap by bringing steel into retail space of the B2C (Business To Consumer) arena and the move towards strategic brandmanagement.

Based on a multi-part case study, the two sessions were interactive and highly interesting. The participants welcomed such an initiative as they could relate what they learn in their textbooks to something which actually happened in real-life.