Abstract: The steel industry is looking to absorb 4.0 level in digitalization one by one, but all journeys even when identical does really not replicate results predictably. The case deals with SAIL & TSL both employing e platform to further retail sales may have to do same things differently to be one above another. The case also shows how consultative decisions can be made. The traditional B2B marketing in respect of steel is brick and mortar type where customers are more educated and they chose sellers. In the new age digitization and increased commoditization of steel, role of marketing has gained prominence and sellers are innovating more in value addition in services than in product. This case compares how two steel giants have employed almost similar approach for same product and customers but with varied results.
Learning Objectives :
• Identify important issues related to planning and implementing digital strategies, for any kind of product marketing offers
• Applying branding and internet marketing principles and communication frameworks and concepts to achieve desired goals and performance.
• Planning of an entire campaign using concepts of SEO/SEM, content marketing, ecommerce, web analytics, brand communication, experiential marketing in digital form etc.