Marketing Innovations
Assurance, reliability and superior brand experience in every segment have always been the key focus for Tata Steel's brand building endeavours. In addition, the realigned operating strategy takes into account current realities of the marketplace and enhancement of customer satisfaction and relationships with existing clients.
In recent times, the Tata Steel Group has been concentrating on the geographies that are logistically favourable to its plants in Europe and Asia, in response to current realities of the marketplace. Tata Steel has been working to enhance customer satisfaction and relationships with existing clients. As opposed to competitors who split and diversify, Tata Steel is focusing on positive markets by applying its resources to the core business where they are most needed. In order to spread the customer base and maximise leverage from the economic packages, special initiatives were devoted to Government funded projects and the Railways.
The Singapore operations of NatSteel and the Xiamen operations engaged in efforts to align the price-cost cycle to mitigate risks of price fluctuations. A focus area for Tata Steel European operations have been the continuous enhancement of customer support in the automotive market.
Several new initiatives have been undertaken to improve customer service in every market segment.
- Tata Steel had implemented Vehicle Tracking system (VTS) way back in 2002. In line with the Company’s endeavour to improve customer service, approx 1600 Global Positioning System (GPS) mounted vehicles have been deployed by transport partners of material movement across the Country. This is the largest implementation of GPS enabled fleet in the steel industry.
- To bring about improvement in delivery reliability, a billboard has been created and uploaded on CSD webpage to track vehicles on-line, again a first in the Indian Steel industry.
- Major drive has been taken to reduce service claims through development of desired infrastructure at Hubs/Stock yards and deployment of specialised vehicles.
- In order to create service differentiation, an auto compliant hub has been developed at Chennai. Fleet of special vehicles has further been augmented to deliver damage free skin panels.
- Standard operating procedures for receipt, storage, handling and delivery of steel materials at all stock points have been implemented.
- Tata Steel has created transport parks in Jamshedpur to ease out traffic flow and educate all drivers on safety and health concerns. As a CSR initiative approximately 2000 drivers undergo medical check-up at our facilities every month.
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Brands
The Tata Steel Group’s Brand building endeavours have always been directed at building assurance, reliability and superior product quality in every segment. Outstanding performance by the Company’s different divisions have surpassed their own brand standards and created higher quality parameters for each other.
In an attempt to ‘decommoditise’ steel, the Company has introduced several branded steel products to meet growing market demands. Some of the Brands produced and marketed by the different Divisions and Business Units of Tata Steel are:
Galvano™, is Galvanised Plain (GP) steel offering available in sheet and coil forms for all customer segments like white goods, panels, bus bodies etc. Galvano™ meets the diverse and specific needs of the general engineering segment. Unlike the ordinary spangled and crushed spangled products available in the market, Galvano™ is a Zero spangled product with unmatched surface finish and mechanical properties.
For further information, visit: www.tatasteelindia.com/products-and-processes/products/flats/galvano.htmclose this
Tata Agrico, a division of Tata Steel is the pioneer manufacturer of superior quality agricultural implements in the country under the brand name 'Agrico'. Since 1925, it has been the leading brand in shovels, powrahs, crowbars, kudalies, pickaxe and hammers. These implements cater to the needs of Agricultural, Horticulture Industry, maintenance of roads, dams, railway- tracks, collieries etc. in India and abroad. The Agrico products are the first in India to be manufactured with ISO:9002 Certification. All Tata Agrico implements are guaranteed against manufacturing defects and are distributed all over the country through a network of consignment agents and distributors. The Agrico division recently expanded its product offerings by launching three new products and many more variants in the existing category.
To read an article on Tata Agrico click here
For further information, visit: www.tataagrico.comclose this
Tata Bearings manufactures a wide variety of bearings and auto assemblies, like Ball Bearings, Tapered Roller Bearings, Magneto Bearings, Double Row Angular Contact Bearings, Clutch Release Assemblies, Fan Support Assemblies and Cylindrical Roller Bearings. It is the only Bearings Manufacturer in India to win TPM Award from Japan Institute of Plant Maintenance, Tokyo and is amongst the largest bearing manufacturers in India.
For further information, visit: www.tatabearings.inclose this
Tata Pipes has matured into a fully bloomed brand since 1996. A deeply thought out branding exercise was undertaken in order to unleash the power of the ‘Tata Pipes' Brand. Tata Pipes are manufactured with the HFIW process in the Long Products Division's high-tech facility at Jamshedpur.
The flagship brand of the Tubes Division, Tata Pipes continues to dominate in the plumbing, irrigation, industrial and firefighting segments.
For further information, visit: www.tatatubes.com close this
Tata Shaktee is Tata Steel’s flagship brand in the field of galvanised corrugated sheets. Since Tata Shaktee was launched in Feb 2000, the brand has been consistently delivering on its promises of longevity and strength. Tata Shaktee is the only brand, which produces 4 ft wide GC sheets called "Tata Shaktee Wider GC Sheets". 100 stores of ‘Shaktee Sansaar’ that retail Tata Shaktee GC sheets were opened in 2009-10.
For further information, visit: www.tatashaktee.comclose this
Tata Steelium, is another brand of the Flat Products Division of Tata Steel. Apart from providing a certain level of quality the name also assures the customer of the genuineness of the product. It goes a long way in meeting the challenge of gaining a sustainable competitive edge in the marketplace. The brand has acquired new customers in retail untapped areas and made an aggressive entry into the retail segment through exclusive retail stores of Tata Steelium CR coils and sheets called ‘Steeliumzone’. Customer relationship building programmes are undertaken with a view to increasing market share. 25 ‘Steeliumzone’ stores were opened in 2009-2010.
For further information, visit: www.tatasteelindia.com/products-and-processes/products/flats/steelium_cr.htmclose this
Tata Structura Steel Hollow sections command several techno-economic advantages over conventional steel sections. Manufactured from world class Hot Rolled Coils of Tata Steel, it is noted for better compressive strength and enhanced shear capacity among several other advantages. Tata Structura Hollow Sections are also light weight and therefore more resistant to seismic forces. Thus it ensures high durability for the structures it supports and is preferred by architects in applications like space frames, staircases, roofs, trusses, purlins, portal frames etc. In FY 2011, Tata Structura has crossed the milestone of one lakh tonne in sales.
For further information, visit: www.tatastructura.comclose this
Tata Tiscon is the first Thermo Mechanically Treated (TMT) rebar in the country. Every Tata Tiscon rebar is made from pure steel, with the most advanced TMT technology from Tempcore, Belgium. Tata Tiscon is available for both residential and project applications. It has the best combination of strength, ductility and unparalleled quality consistency. Tata Tiscon forms an unbreakable and unshakeable bond with cement (atoot jod), and together they lend a strong foundation for building construction.
The long Products Division also branded its Cut and Bend Centre rebars as ‘Tata Tiscon Readybuild’. The Tata Tiscon brand was acknowledged as a consumer superbrand in the construction rebar category by survey concluded by Superbrands India Pvt Ltd. Retail sales for the brand has received a boost through new marketing initiatives and consumer schemes launched as a result of continuous monitoring of consumer sales.
For further information, visit: www.tatasteelindia.com/products-and-processes/products/longs/tiscon/default.htmlclose this
Tata Steel Wire Division is the leading producer of steel wires under the brand name Tata Wiron, with a 30% market share of the organised wire market in India. It manufactures a wide range of wires catering to the needs of the various industry segments such as automobile, infrastructure, power and general engineering. The products are well established across the markets of Europe, USA, Middle East Asia, Australasia, South Asia and Far East Asia. Tata Wiron GI wires have a distinct brand identity of being a valued business partner for its consumers.
For further information, visit: www.tatawire.com/default.aspclose this