Steel-a-thon 2022

Theme: Be More
About Us:
The world of Tata Steel is one without boundaries. A world that embraces different
skills, continuous improvement, sustainable growth and better quality of life.
We touch the lives of millions of people across the world every day. From the vehicle
you drive, to the house you live in; from the bridges you cross, to the hand tools that
you use, we strive to deliver unparalleled quality through our customised value-
added solutions to make your life easier.

This is made possible by our commitment to a culture of continuous improvement,

through which we drive operational excellence in processes, products and people.

We are one of the few steel operations that are fully integrated – from mining to the
manufacturing and marketing of finished products. A Great Place to Work-
Certified organisation, Tata Steel, together with its subsidiaries, associates, and joint
ventures, is spread across five continents with an employee base of over 65,000.

Our Employee Value Proposition:

We believe, it is human to aspire for more, to challenge our boundaries, to set the
vision high. We provide an ecosystem to achieve this and “Be More, with us”
You get to experience Life@TataSteel at 3 levels
Do More - Guided by our founders’ vision of “What comes from Society should go
back to the society” we enable you to contribute to larger causes through various
volunteering & CSR initiatives as well as by creating products & infrastructure that
build a better tomorrow. As an individual you get an opportunity to “Do More” for
society and world at large
Live More – We don’t just offer jobs, but a way of life! We are known for our best-in-
class people policies that allows you and your family to live a quality life. Our
bouquet of offerings includes inclusive leave policies, holiday plans, sports
opportunities, club memberships, flexi working opportunities, top-notch social
security scheme and a lot more.
Grow More – There are ample avenues for personal growth at Tata Steel.
Experiencing multiple industries and businesses, freedom to chart your own career
path, opportunities to take up gig projects beside your role, learning & development
platforms, talent policies for job rotation and advancement are just some of the
avenues.
 Case Study

Theme: Grow More

Track: Business (Marketing/Strategy)
(Growth Aspirations)

Name of the Case: Establishing Aashiyana as one-stop platform for IHBs

(Individual Home Builders) www.aashiyana.tatasteel.com

Introduction: Home construction remains a desirable but challenging concept

filled with myriad hassles for an average home builder in India.

There is a lack of relevant guidance, ideas, and knowledge - mainly in visualizing

house designs, obtaining an estimate for construction material and accessing good
quality, reliable service providers. The home builder turns to multiple sources for
information. Most of them are not very reliable. Also, they lack access to a one-
stop, trustworthy platform for their homebuilding and homemaking needs.

Tata Steel spotted an opportunity to address the needs of IHBs and influencers
through early inspiration and e-commerce platform called Aashiyana in 2018.
Platform enables a house builder to take an informed decision cost-effectively
while building a house.

Background: Around 4 lakh individual houses are built every month. Cognizant
of the increasing digital literacy, Tata Steel was first to own pan India
omnichannel home-building shop with largest network of trustworthy service
providers on Tata Steel Aashiyana. First of its kind in the industry, Aashiyana
provides unique features like directory of 7000+ service providers, material
estimator for rebar, fencing & shed, library of 150+ designs as well as facility of
ordering online.

Aashiyana provided reliable payment gateway with various payment alternatives

(including EMI options on credit & Debit Card) and ensured 72 -hour last mile
delivery promise is fulfilled. As Aashiyana grew, 7 Tata Steel brands were
onboarded. 47 Lakh+ unique visitors on platform have visited Aashiyana and 43.5
K+ unique customers have been served since its inception. Aashiyana’s turnover
for FY22 was Rs. 1468 Cr. and we are expecting to generate revenue of Rs. 2200
Cr. in FY23. Moreover, we aspire to grow Aashiyana multi fold Y-o-Y to make this
a $1bn platform by FY27.

Problem Statement/Challenges Faced

While the revenue grew by 100% in FY22, the visitors and unique consumer base
month-on-month has stagnated since then. The conversion rate has also
stagnated to ~1.5%.
Critical Case Questions

1. Identify the target segment for Aashiyana platform by segmenting

Individual House Builders as consumers. This should be based on primary
research with statistically relevant sample.
2. Suggest key digital marketing activities for the identified target segment
(top of the funnel) to make Aashiyana their preferred go-to platform for
home construction.
3. How do we increase the conversion ratio (visitor to buyers) on Aashiyana
from current rate of 1.5% to 5% and increase repeat sales?
4. In line with the growth aspiration of Aashiyana, what should be the Digital
marketing strategy with focus on maximizing ROMI (Return on Marketing
Expenditure)? What should be the benchmark for ROMI?