Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/13753
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dc.contributor.authorDukare, Kiran-
dc.contributor.authorNag, Debabrata-
dc.contributor.authorGara, Nitesh-
dc.contributor.authorD'Silva, Suzanne-
dc.date.accessioned2015-05-29T11:40:48Z-
dc.date.available2015-05-29T11:40:48Z-
dc.date.issued2013-
dc.identifier.urihttp://hdl.handle.net/11718/13753-
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management, Ahmedabaden_US
dc.subjectBrand Equityen_US
dc.subjectStrategyen_US
dc.subjectSteel Industryen_US
dc.titleFriends Steel: Brand Equity Strategyen_US
dc.typeCases and Notesen_US
Appears in Collections:Cases and Notes

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