The Rs 20-crore worth planning and buying mandate of Tata Steel has moved to Mindshare. The account was earlier under the purview of The Media Edge.
Confirming the move, Vikram Sakhuja, Head, Mindshare (India & South Asia), said, "It's an important business for Mindshare and a challenging one at that. After a credentials round and a full presentation on Tata Steel and its stature in the Indian market and overseas, we have been allotted the planning and buying mandate of this account. The presence of an international network worked in our favour, because the company is concentrating on building the Tata Steel corporate name overseas."
Sakhuja further added, "In addition, we have a strong office, with all the systems and operations in place in Kolkata, and we are handling a number of reputed clients from there such as Berger and Bata. There are not many media agencies in that region that can offer the same kind of support."
According to Sakhuja, Mindshare's "ability to look beyond GRPs and conventional media had a good deal to do with us bagging the account". Tata Steel remains a reputed company in business circles, he said, and "it is pushing ahead with its ambitious plans to ensure that larger quantities of its steel are branded in the coming years."
Tata Steel has essentially three generic brands and three product brands. The generic brands are Tata Bearings, Tata Pipes and Tata Agrico. Till March 2000, Tata Steel had no powerful brands in its main steel business. It started by launching Tata Tiscon, which was a relatively small part of its production. This situation was reversed with the launch of brands like Tata Shaktee, which today commands a 10 per cent market share in the GC market. The company is confident of achieving more than 15 per cent share of the GC market this year.
The first generic brand from the Tata Steel stable was launched in 1927-- Tata Agrico. Though a generic brand, it covers the company's entire portfolio of agricultural implements and has managed to maintain leadership in the market. The company claims that currently Tata Agrico commands a premium of 15 per cent over competing brands.
The steel industry has been going through a boom largely due to the huge buying from China. Tata Steel has also done exceedingly well as the industry's growth has surged.