Marketing

ATI’s logo is pretty simple and does not have much meaning to it. A super complex logo is not as popular in today’s world because sometimes simple is good enough. The Chief Marketing Officer (CMO) is Mark Lupo, BS Mathematics from University of Wisconsin. 

Mark Lupo, CMO for ATI

ATI’s marketing strategy is not very strong. When it comes to advertising, it seems that a company that sells metals for defense weapons and aerospace products does not fit on social media, so they must advertise in a different manor. One thing that ATI has that brings people to their company is their stock. ATI has always had a strong stock and the return on investment is very high, so they use this to their advantage. The company is very good at what they do and they use this for their marketing strategy. 

A marketing mix is often referred to as the “four Ps” of marketing. These include, developing a product that meets the needs of the target marker. Setting a price for the product. Distributing the product-getting it to a place where customers buy it. Promoting the product-informing potential buyers about it. 

Product- ATI sells certain popular metals such as titanium, nickel, cobalt, etc.

Price- ATI analyzes the economy to find out the supply and demand for the metals that they are selling. ATI wants to charge as much as they can without their customers going to their competitors.

Place- ATI has many international distributing offices where they produce and sell to many people around the world.

Promoting- ATI’s website is very informational and anything can be found on the website. (https://www.atimetals.com/)

When it comes to thinking with google, I believe that ATI could really use this to their advantage. The website has everything on it and if ATI has google analytics, or something similar hooked up to the website to track what people are clicking on and looking at, they can figure out what most people spend the most time on throughout their website and improve the areas where people spend the least amount of time. This would overall boost their customers experience with the website.

Pictured above is the amount of times that people search “ATI” or “Allegheny Technologies”. Overall, there is not a clear pattern of when people search these terms, but there are periods of spikes. 

Pictured above is the amount of times people have researched about investing in ATI. Before 2010, the search numbers were really high, they have began to drop, but they still have a pretty good amount of people that are still interested in investing into their company. 

Overall, the company has done very well at finding out what the customers want and making it happen. Using google analytics and surveys, they compile information and fix what's wrong and improve what is right.