Professor of marketing & strategic
management from XLRI
Jamshedpur, Dr. Sharad Sarin,
spoke at length about the brand and
brand building for industrial marketing,
at the recent management seminar
organised by TDT Copper at its
production plant in Bawal, Haryana.
The seminar was attended by TDT's
customers, along with the employees of
the company.
Dr. Sarin pointed out that achieving
consistency in quality should be the
premier goal of a company through
good manufacturing practices,
technical know-how with a good set of
people executing this. He mentioned
that while companies can reap strong
benefits by building strong brands,
through branding they can reinforce an
already built brand.
Dr. Sarin asserted that the idea of
brand is useful, no matter what your
market is. In his book on the same
subject, Dr. Sarin mentions that the
ultimate reward of a strong brand is
when the B2B market buyers do not
waste time in writing the specifications
and inviting competitive bids and spend
time in evaluation before placement of
the orders. In today's competitive
environment where selecting between
several similar choices has become a
headache even for the organisational
buyer, the B2B marketer has established
an emotional connect with the
customers, he maintains.
Speaking to Electrical Monitor
regarding the seminar, Avinash Ladha,
Promoter, TDT Copper, stated that the
seminar was planned with the aim of
giving a platform to our customers to
come together and discuss issues in the
industrial sector. The topic of brand
building was specially chosen as the
Indian manufacturers now have to
compete with foreign players and not
just among themselves. He mentioned
that the quality of the products
manufactured in the country now is at
par with the international standards;
however the industry needs to address
other issues in competing with foreign
players. The company seeks to continue
this event in future also.
TDT Copper has a standalone
continuous cast copper wire rod plant,
at Bawal in Rewari district of Haryana,
in India with capacity of 79,200 tpa. The
company also asserts to be a market
leader in North India in the production
of ETP copper wire ROD. It uses licence
technology SCR 2000 from Southwire
USA. Producing environment-friendly
products has been major area of focus
for the company. TDT seeks to make a
difference to the commoditized Indian
copper market by making available
customer friendly technically fine
tuned for end use and environmental friendly
copper rods.