Domain Marketing

Name of the Case: Interventions across Customer Decision Journey

Introduction

TATA Steel (TSL) has pioneered the selling of branded rebars (TATA Tiscon), otherwise a
commodity, in the B2C space to individual house builders (IHBs) and is the largest player in
this segment. To ensure continued engagement with the same customer and get a larger
share of his wallet, TSL has also come up with its brand of doors and windows that combine
the strength of steel with the elegance of wood. With entry in consumer durables space TSL
aims to guard itself against cyclicity associated in steel business and also command better
margins through value added downstream products.

Background

‘Pravesh’ is the brand name for steel doors with wood finish, market tested in July 2014 and
commercially launched in April 2015. Our research and consumer insight revealed that security
and aesthetics are the prime need from exterior doors. While steel has inherent strength, it is
not considered to be 'aspirational' due to local fabrication. We wanted to provide the consumers
with a high-quality solution that combined the aesthetics of wood with the security and strength
of steel. Based on these insights, ‘‘Pravesh’’ was born (in many Indian languages, ‘‘Pravesh’’
means ‘entry’): factory finished steel doors with wood finish. It addresses all the problems
experienced in wooden door – like inconsistent quality, termite infestation, prone to catching
fire, warpage, regular maintenance, environment-unfriendly etc. Tata Pravesh has outlets
across India and targets 2 market segments – IHBs in Tier 1/ Tier 2 cities (B2C) and Builders,
Promoters etc. in Education, Health, Commercial (IT parks, corporates), Residential segments
etc. (B2B). We have a 2-tier distribution network and depend on dealers (many of them Tata
Tiscon) to be visible to consumers at the time they are in the foundation stage of the
construction. There is a field team of sales executives for door to door consultative selling.

Problem Statement/Challenges Faced

Tata Pravesh is facing the challenge of category conversion and is a first mover in building an
organized market for steel doors with wood finish. Typically, wood has been a century old
choice for doors and there is lack of awareness about steel doors especially for residential
purposes. Additionally, the imagery associated with steel doors is of heavy and morose looking
industrial doors. First challenge is to change the mindset of people about steel doors especially
at home and second is to reach consumers just at the right time to maximize conversion. Also
being a complete solution including shutter, frame and accessories our door can’t be installed
in a situation where wooden frame are already put up. So timing of our customer connect is
pertinent.
Critical Case Questions

1.) What are the different points in the Customer Decision Journey when the customer can
be influenced? Which are the most effective impact points?
2.) What should be the marketing channels/mix (ATL/BTL) to reach our TG at each of these
impact points?
3.) What should be the marketing communication/ creative pitch at these different
touchpoints to establish Tata Pravesh as consumer’s first choice (synonymous with
category) when it comes to doors & windows?
4.) What would be the role of influencers at these touchpoints? How can we best engage
B2B (Housing & Commercial) and B2C influencers and make Tata Pravesh their top
recommendation?
5.) How can we maximize footfalls at our branded outlets and touch base with consumer
community in the catchment area?
6.) Suggest innovative internal branding tools for connecting with vast Tata Community.