Saragani Aluminium Limited

ABOUT THE COMPANY

• launched in the Indian market in December 1991.

• factory was located at Hosur in Tamil Nadu
• marketing head-office
• In August . 1991, Mr Krishna Kumar, Vice-President (Marketing) was recruited, reporting directly to
the MDwas located 38 km away from factory at Bangalore
Competitors
Customers
• household consumers ,
• commercial enterprises,
• government organizations , and
• institutional customers
 Exhibit 1 : Market Segments, Market Potential and Price Sensitiveness for
Aluminium extruded products in Southern and Western Regions

Market Market Potential (%) II Price Sensitiveness

Segments

Household consumers    High

50
Com mercial enterprises 20 Medium
Institutions 10 Medi um
Government organisations 15 High
Cooperative societies 05 Medium
  100  
Exhibit 2 Competitive Analysis
Competitors Primary /Secondary Quality Ranking Delivery/ Relative Price
Manufacturers Availability Ranking Comparison
Jindal Aluminium Secondary 1 1 110
Hindalco Primary 2 5 105
Nalco Primary 3 6 105
Balco Primary 4 7 105
Ma n. Aluminium Secondary 4 2 107
Bangla Aluminium Secondary 5 4 107
MP Aluminium Secondary 5 3 107
Analyze the marketing environment for Saragam Aluminium.
Analyze the nature of competition and its implication on Saragam Aluminium.
If you were the MD of the company, what would be your pricing decisions? Give reasons for the same.