SS Steel: Launch of Parallel Flange Sections

Sunil, product manager for structural steel at SS Steel, one of the large manufacturers of steel, was in the final stages of the launch a new product category of standard beams (Parallel Flange Sections) to be produced from a newly set up modern mill of one million TPA capacity. There were two large players in the market offering parallel flange section with a total capacity of 3MMTPA in 2019. However, they were yet not able to shift the market from the use of conventional tapered flange to the standard beams; their total sale was estimated to be four lakhs TPA. Although parallel flange sections rolled from structural steels were superior to conventionally used tapered flange sections rolled from steel plates it was only beginning to be accepted and used in the Indian construction and infrastructure industry. The three key customer segments of parallel flange sections were (i) Pre- engineered building contractors (ii) large infrastructure/ construction project firms which involved use of structural steel and (iii) specific industry applications which included manufacturers of material handling equipment, weighbridges and transmission towers. Sunil wanted to finalise the launch strategy by deciding on the target customer segment, value proposition and formulate a plan to effectively communicate the value.