Track: Business (Marketing/Strategy)

Name of the Case: Establishing one stop fencing solution for newly launched
products (3D Welded Mesh & Anti-Cut Anti-Climb) in retail segment

Introduction: Tata Steel Global Wires India is one of the largest steel wire manufacturers
in the world. Our strong presence for 7 decades has helped grow and achieve many milestones.
Incorporated in 1958 as Special Steels Pvt. Ltd. to becoming a subsidiary of Tata Steel in 1979
and subsequently, to become a division of Tata Steel in 2002, GWI has come a long way. We
are into multiple segments – Automotive, Infrastructure, General Engineering, Agriculture &
Poultry. GWI is planning to double its capacity to 1 million tons by 2030 by ensuring that
changing expectations and requirements of customers are being met.

Keeping pace with the Mega trends that are shifting the global world through Urbanization,
changing economic power, and technology, TATA Wiron is set to take full advantage of boosted
infrastructure and economic growth. Our product offerings have all set industry benchmark in
terms of quality and to deliver product support expertise
Please visit our website for further details: Galvanized Steel Wire Manufacturers in India - Tata
Wiron

Background: Tata Wiron has a strong retail network with 31 distributors & 6500+ dealers pan
India. We are into farming, poultry & fencing space with our wire & wire products portfolio. In
the fencing space, we have launched 2 new products: a) Knotted fence – for farm fencing
application & b) 3D Welded Mesh & Anti-Cut Anti-Climb Fencing – for urban & industrial
fencing application. TATA WIRON 3D Weldmesh is an aesthetically superior product designed
to provide improved security for a wide range of applications including B2G (road, highway,
border fencing, etc.), B2B (factory premise, land demarcation etc.) & B2C (common wall of
Individual House Builders (IHBs), farmhouse fencing etc.).
The 3D Welded Mesh fence is constructed using 4mm galvanized iron (GI) wires with dual
protection of Zn Coating & Powder coating ensuring durability and corrosion resistance. The
GI wires are carefully welded together to form a rigid mesh pattern. The fence is supplied as a
one-stop solution with panels, posts & accessories to consumers.
We launched this product in Nov’22 & have aggressive plans to scale up to achieve ~1000
Tonnes in FY’24. Moreover, we aspire to grow muti-fold in this product to make this product a
preferred fencing solution in retail space
Please refer annexure below for all segments, products, Application, Channel & customer

Problem Statement/Challenges Faced

While our retail channel is present Pan India, our consumers walk-in is usually of farmers while
for this product we need to reach out to IHBs. To scale up the product, we need strategies to
tap into the right consumer segment & ramp up sales in retail channel.

Critical Case Questions

1. Competition mapping in all segments. This should be based on primary research with
statistically relevant sample
2. With understanding of point 1, suggest the go-to-market strategy (offline & online) for
the product in retail segment. Come up with a detailed plan for product introduction in
market & sales ramp up.
3. How to ramp up sales for exponential growth (we aim to grow at a CAGR of 60% over
five years)?
Annexure 1:

S. No. Segments Products Application Customer and Channel

1 Auto & Bead Wire Used for providing reinforcement Direct sales to Tyre
General Eng. in tyres to provide strength and Manufacturers
stability
Spring steel Used for springs: Direct Sales to spring
wires a. Suspension spring / shock manufacturers
absorbers for two-wheeler
and three-wheeler vehicles
b. Springs used in mattresses
c. For making nets for mining
applications
2 Construction LRPC strands Used for providing reinforcement 1. Direct sales to
in concrete structures used in construction and
flyovers, bridges, nuclear project companies.
reactors, windmills, large span 2. Sales through project
buildings, etc distributors for
building segment
GI Wire Used for multiple applications
across farming (for support to
creeper crops), Poultry (for cage
manufacturing) & fencing (for
farm fencing & demarcation)
Barbed Wire Traditional farm fencing used
mainly for farm fencing
Chain Link Traditional fencing for farms, land
demarcation garden fencing etc. 1. Sales through retail
Knotted Fence Traditional fencing for farms, land Distributors who
demarcation garden fencing etc. further sell to Dealers
3 Retail
3D Welded Aesthetically superior & high & then to consumers
Mesh Fencing security fencing mainly used for (farmers, cage
urban fencing, Parking space, manufacturers, etc.)
Parks, Garden inside of society,
industrial fencing etc.
Anti-Cut & Aesthetically superior & high
Anti-Climb security fencing mainly used for
Fencing urban fencing, Parking Space,
Parks, Garden inside of society,
industrial fencing, border fencing
etc.