AKS: The safety catch

In Bangladesh there are more than 200 mills producing cheap steel products by using imported and locally available ship scrap, but only a few of these mills use imported billet to produce high-quality mild steel rods.

AKS: The safety catch

Bitop Das Gupta and Salahuddin Shahed

Campaign details

Brand owner: Abul Khair Steel Mills Bangladesh LtdBrand: AKSAgency: Grey Advertising BangladeshCountry: BangladeshChannels used: Newspapers, Packaging and design, TelevisionMedia budget: 500k - 1 million

Executive summary

Abul Khair Steel Mills Bangladesh Ltd was present in the steel market with their refined steel manufactured with the latest technology TMT. But they faced a serious challenge. In a market where small players dominate the market with the majority market share, how could they increase their market share? How could...

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