OREANDA-NEWS. OAO Severstal, one of the world's leading steel and steel-related mining companies, remains the leader among Russia's steelmakers in terms of sales of high value-added (“HVA”) products.

In the first quarter of 2013 the share of HVA products in the sales portfolio of the Russian Steel division of Severstal was 43%, a 3.5 percentage point increase year-on-year. The increase in the share of HVA products was driven by sales of cold-rolled sheet (up by 15%), polymer-coated rolled steel (up by 41%), metalware (up by 13%), large-diameter pipes (up by 7%), and tubular goods and profiles (up by 17%).

Dmitry Goroshkov, Director of Marketing and Sales at Severstal Russian Steel, commented: “Severstal's marketing strategy is to promote high value-added products to our customers. Increasing the share of these HVA products is a key strategic focus for our business. Furthermore, to enhance customer service and access to these products we are developing the Severstal Russian Steel division's distribution network.”

In Q1 2013, the Cherepovets Steel Mill increased sales of polymer-coated rolled steel by 36% year-on-year. In addition, during Q1 2013 the Cherepovets Steel Mill shipped 17% more cold-rolled steel and 20% more structural pipes year-on year.

These improvements were achieved primarily through increasing deliveries to the construction sector, service metal centers and coated steel manufacturers.

Overall the Cherepovets Steel Mill shipped more than 1 mln. tonnes of HVA products in Q1 2013.

During 2013, Severstal plans to increase the volume of HVA products in its sales portfolio through brand promotion primarily to the construction industry. This includes the development of Severstal’s ArmaNorma brand and product, Russia's only next-generation reinforcing bars with unique strength and flexibility/durability, which is just one of a number of brand developments planned in 2013.