tailieunhanh - Tài liệu marketing B2B Brand Management_part 11

Đây là một trong những cuốn sách đầu tiên để thăm dò sâu vào nghệ thuật và khoa học của sản phẩm xây dựng thương hiệu công nghiệp. Cuốn sách này được đưa ra tại một thời điểm khi nhiều công ty công nghiệp cần bắt đầu sử dụng xây dựng thương hiệu một cách tinh vi. Nó cung cấp các khái niệm, lý thuyết, và hàng chục trường hợp minh họa xây dựng thương hiệu thành công của hàng hóa công nghiệp. Nó cung cấp chiến lược cho sự phát triển thành công của khái niệm xây dựng thương. | Tata Steel 263 clared a profit after tax PAT of billion INR 659 7 million over a turnover of billion INR 2 995 billion . This was an increase of 99 percent and 33 percent in last years PAT and turnover respectively. The company also reported a rise of 37 percent in the export revenues over previous financial year. It already owns a subsidiary in Sri Lanka and has taken the first significant step to build a global business by investing in Singapore based Nat Steel to acquire 100 percent of its steel business in Singapore and its regional steel subsidiaries and associated companies in China Malaysia Vietnam Thailand Philippines and Australia at an enterprise value of US Branding Steel The profitability of the steel industry in India is generally linked to business cycles reaping profits when economy is going well and eroding them when it is in depression. In the late 1990s the Indian steel industry was experiencing a glut in the market which strongly affected the profit margin of all related companies. To reduce its dependence on the external environment and business cycles Tata Steel adopted a strategy which stressed the following two points branding its products and moving to high value added The company soon realized that a strong customer focus is essential if any branding approach was to be successful. It soon began to introduce internal campaigns in order to bring the customer-centric message to its employees. In the late 1990s the company launched several internal marketing programs to emphasize customer focus and service. The programs had taglines such as customer first - her haal mein Customer comes first in any case customer first - her haal mein her saal customer comes first in every case every year customer ki kasam - hain taiyaar hum We pledge to the customer that we are ready for him . These are the mantras behind Tata Steel s success. This transfer from producer logic to customer logic was seen as the path to