SAIL chalks out buyer-centric system for greater market share

Our Economic Bureau

New Delhi, June 11: Steel Authority of India Ltd (SAIL) has charted out a marketing strategy to increase its market share in domestic market.

The buzz word is Key Account Management (KAM) wherein special attention will be given to understand and meet the requirements of customers to their satisfaction, covering all the marketing aspects.

During the last few months, the Central Marketing Organisation (CMO) has introduced the KAM process in most of its major branches.

The process has been adopted to attract new and lost customers and provide total service to the major strategic accounts.

The CMO has undertaken organisational restructuring consisting of flat product group and long product group.
Efforts have also been made to nurture long-term relationship with customers by entering into MoU and annual tie ups and development of value added products. It has also been decided to offer full packages of steel materials to upcoming projects and sale of material through conversion agents.

Under the new scheme, new methodology would be evolved to tap the potential rural demand.

In order to gauge the effectiveness of the process, Customer Satisfaction Index, as evaluated by the customers themselves, is being monitored on monthly basis, said an official release on Monday.

As a result of the exercise, domestic sales have gone up to 74.34 lakh tonne during 2000-01 from 73.38 lakh tonne in the previous year. The company has exported 4.76 lakh tonne of steel during 2000-01.