Industrial Construction
 This
resulted in the launch of Tata Structura –Steel Hollow Sections a brand
that would determine ‘The shape of things to come’.
Since its launch in December 2005, less
than a year back, Tata Structura has been the focus of path-breaking
initiatives. The business model for Steel Hollow Sections has been
completely re-defined. While market development, product development,
customer acquisition, development of business partners, operations and
supply chain were key transformation areas, it was evident at the outset
that the success of Tata Structura hinged on the effectiveness of its
Opinion Leader Management initiatives.
The Thought Process behind
the initiatives
Infrastructure
 To
develop the marketing initiatives for Tata Structura, the market
environment was analysed, target segments identified, key customers in
each segment were contacted, the segment profiles delineated, key
success factors for each segment collated, prioritised and the
positioning platform for Tata Structura determined.
Key opinion leaders and influencers were
then identified, their roles evaluated and communication and initiatives
undertaken as part of a structured Influencer Management Programme.
The Target Segments and Key Success factors
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