In the early 1900s, when the Tatas were laying the foundations for a nascent

Steel Industry in India, a sceptic British bureaucrat Sir Frederick Upcott,

then Chairman, Railway Board of India said:
“Do you mean to say that the Tatas propose to make steel
rails up to British specification? Why, I will undertake
to eat every pound of rail they succeed in making…”

The then Chairman of Tata Sons, Sir Dorabji Tata retorted:

“If Sir Upcott were to carry out his undertaking, he would be left with
quite a bit of indigestion…”

Tata Steel acquires Corus – formerly British Steel and

once the Crowning Glory of British Industrialization

Welcome
to the New millennium's New order of
Globalized suite of Major facilities
 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, white

goods, construction and infrastructure markets.
 Brands

• In an effort to de-commoditize steel, the company has

introduced 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 and
replacement market)
– Tata Agrico (agricultural equipment for farming and construction
segment).
Guiding Principle followed by Tata
 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 successfully
demonstrated by Tata Steel
• Tata Steel successfully branded its products and moved to
high value added products (through internal Marketing
focused on customers).
 Distribution Channels

• Selling Channels-
– Dealer Sale
– Consignment Sale
– Direct Sale

• Key Automative Customers:

Competitor Competition
 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
 Types of Discounts given

• Cash Discount
• Quantity Discount
• Special Discount
• Administration
• Annual
• Monthly Credit
e-procurement
e-sales
• MetalJunction is a unit of mjunction services ltd that focuses on streamlining the
selling processes for steel manufacturers and allied industries by applying
innovative selling strategies, buyer discovery processes and utilizing tools like
eAuctions.

• Metaljunction is now the largest e-marketplace for steel in the world, having sold
over 4 million tonnes of steel for its clients and currently selling at an average rate
of 150,000 tonnes per month. The buyer community of 5400 plus buyers
comprising traders, fabricators, re-rollers and end-users have placed their
confidence on metaljunction because of the operational efficiency, transparency
and equal access that the platform provides. Metaljunction's clients have
experienced significant benefits on migrating to online selling. Immediately on
migration, from their traditional sale process, to the metaljunction online process,
their price realizations increased by up to 23%.
• 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
Tata Steels 3C model for excellence
 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.
TBEM
Sales Management
Training
 Approach: Retail Management
Control System
Forecast Plan Control Report Review
Review Segment Mgr
Marketing
Monthly
Segment Segment Sales
Segment Mgr Score Card Department
Manager Target Review
Weekly Score
Segment Mgr Card
Daily Score Review
Retail Card Retail Mgr
Manager Territory
Manager Review Monthly
Retail Sales Target
Contact Plan Retail Mgr Score Card
Review
Weekly Score
Retail Mgr Card
Direct Sales
Daily Score
input Distributor
Card Review
Quarterly ROI
Review Distributor Analysis
Distributor Monthly
Distributor
Distributor Sales Target
Coverage Distributor Score Card
Target Review Weekly Score
Distributor Card
Daily Score
Card Review

Review DSM Monthly

DSM Target Route plan Score Card
DSM Weekly
DSM Review Score Card
Retailer / DSM Daily Market
Customer Contact Plan Score Card Intelligence
Sales Plan Retail Mgr

Customer / Marketing Retail Mgr

Retail Card Ride with Ride with
“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 prosperous
environment and to improve the quality of life of the people in the
areas in which it operates.”
• Each member of Tata Steel Parivar will be given a smart identity card, which would
contain 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
We could have just built a Steel
Plant
Instead , we built Tata Steel
Parivar
THANK YOU