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Tata Steels

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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