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8/14/2019 Tata Steels
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Globalized suite of Major facilities
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Products
•
Tata Steel's products include: – hot and cold rolled coils and sheets
– galvanised sheets
– tubes,
– wire rods
– construction re-bars
– rings
– Bearings
•The products are targeted at automobiles, whitegoods, construction and infrastructure markets.
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Brands
• In an effort to de-commoditize steel, the company hasintroduced brands like :
– Tata Wiron (wire rods for farming and fencing segment)
– Tata Steelium (cold rolled steel for auto ancillaries and the general
engineering segments) – Tata Shaktee (corrugated galvanized sheets for rural house builder
segments)
– Tata Tiscon (re-bars for individual house-builder semi-urban segment)
– Tata Pipes (pipes for individual house builder and farming segments)
–
Tata Bearings (bearings for original equipment manufacturer andreplacement market)
– Tata Agrico (agricultural equipment for farming and constructionsegment).
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Guiding Principle followed by Tata
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Establishing a B2B Brand- Branding steel based
on customer focus
• Establishing B2B brands encompasses creating trust,confidence and comfort for all partners in the buying process
• Even commodities can be branded- This was successfullydemonstrated by Tata Steel
•
Tata Steel successfully branded its products and moved tohigh value added products (through internal Marketingfocused on customers).
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Distribution Channels
• Selling Channels-
– Dealer Sale
– Consignment Sale
– Direct Sale
• Key Automative Customers:
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Competitor Competition
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Pricing of Tata Tiscon
• Billing – Rs. 29,000 pmt
• This includes-
– Primary Freight
– VAT
– Handling Charge
– Sales Promotion Discount
–Onward Freight
– Advertisement Expenses
– Excise Tax
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Types of Discounts given
• Cash Discount
• Quantity Discount
•
Special Discount• Administration
• Annual
• Monthly Credit
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e-procurement
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e-sales
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• India’s first organized steel retail store.
– To catalyse steel consumption in emerging mass
markets of India
– To build downstream retailing excitement for steel
as a category
• A unique shopping experience
• A one stop shop
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Retail Value Management
• Tata Steel has redefined steel retailing in the
country through its RVM initiative.
• Has brought order and discipline into the
hitherto disorganized retail steel business.
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TBEM
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A h R il M
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Approach: Retail Management
Control SystemForecast Plan Control Report
Manager
Retail
Distributor
DSM
Retailer /
Customer
Sales Plan
Route plan
Contact Plan
Customer /
Retail Card
DSM Daily
Score Card
Territory
Sales Target
Retail
Manager
Contact Plan
Distributor
Coverage
Target
DSM Target
DSM Weekly
Score Card
DSM Monthly
Score Card
Distributor
Weekly Score
Card
Distributor
Monthly
Score Card
Review
Distributor
Sales Target
Market
Intelligence
Retail Mgr
Segment
Manager
MarketingDepartment
Review
Review
Segment Mgr
Monthly
Score Card
Retail Mgr
Ride with
Segment Mgr
Weekly Score
Card
Segment Sales
Target
Review
Distributor
Daily Score
Card
Review
Direct Salesinput
Retail Mgr
Daily Score
Card
Review
Review
Review
Review
Segment Mgr
Daily Score
CardReview
Review
Review
Distributor
Quarterly ROI
Analysis
Marketing
Ride with
Retail Mgr
Weekly Score
Card
Retail Mgr
Monthly
Score Card
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“Tata Steel believes that the primary purpose of a business is to
improve the quality of life of people.
Tata Steel will volunteer its resources, to the extent it can
reasonably afford, to sustain and improve a healthy and prosperousenvironment and to improve the quality of life of the people in the
areas in which it operates.”
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•
Each member of Tata Steel Parivar will be given a smart identity card, which wouldcontain all relevant information about the family members and would help to track
each displaced family
• The members of the displaced families would be tracked at regular intervals for a
period of five years to ensure proper rehabilitation and improvement in the quality of
their lives.
• The team apart from ensuring that each member of the ‘Parivar ’ receives its due
compensation and Rehabilitation and Resettlement benefits, is focusing on
following activities for ushering in a new sunshine to the lives of each member of
Tata Steel Parivar • Increase in income levels of the family
• Improvement in their quality of life
• Strengthening the cultural fibre of the community
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THANK YOU
