Friends Steel: Brand Equity Strategy

Abstract

This case intends to develop a brand equity strategy for a steel manufacturing company aspiring to be the number one steel brand in Gujarat. It describes the retail steel business and the marketing challenges faced in the steel industry. The present customer-oriented efforts included several communication programs like television programs, radio jingles, and hoardings. The analysis and primary research insights assist in developing an integrated marketing strategy involving all the stakeholders and potential avenues which the company could take up in the future.