JSW Shoppe- A

Unique Distribution
Model for Branded
Steel
Group 10

Why did JSWL decide to set up a distribution model for

branded steel?What value does it promise to create for
the customer as well as the company?
JSWL wanted the consumers to know about the groups diversified
products and services
The Steel industry relied on B2B model which was more prone to
economic slow down where the demand fluctuates
By 2012 the production will be doubles and they wanted a new channel
for the surplus production
The Consumer will get cheaper rate since the middlemen will be
eliminated and they can choose a variety of products
This channel will be an extended arm of the company since it will create
long term sustainability with the dealers and hence the demand will be
constant
These store will showcase the premium products and hence will make
JSW a premium company which takes care of all kinds of steel needs
The channel will help JSW get a strong hold of the downstream supply
chain so that it can set the standard of being the default steel company
of choice to the end user

No, the marketing initiatives do not seem to meet the standards JSW wants to
achieve.

Short Term Initiatives:

Print advertisements in the form of hoardings need to be installed
Promotional offers and Discount coupons
Local newspaper and magazines need to have advertisements with
current offerings

Long term initiatives

Use of IT to reach out main customers, update them with offerings and
offers
Mobile networking and staying connected with current/new/prospective
customers

THANK YOU!!!