‘TATA STEEL’ IN THE NEW DECADE
OUR OBJECTIVE
To analyze the brand perception of TATA Steel
To study the competitors and their strategies
To curate communication strategies for TATA
Steel as per its stakeholder needs
To develop a plan of action for the future use
To propose a financial plan - costs & returns
To develop an impact assessment framework
CURRENT SITUATION MAJOR QUESTIONS ADDRESSED
Increased onus on businesses to be more
▪ What are the strategies being adopted by top
socially responsible & environmentally
corporates to brand and convey sustainability?
sustainable
▪ Which corporates within & outside of Tata Steel
are being perceived to leading the
TATA Steel cannot keep relying on the strong sustainability agenda & why?
▪ What lies at the core of how Tata Steel is
brand image and legacy alone
perceived today?
▪ What communications & engagements a steel
corporate major like Tata Steel can own and
Urgent need for a change in perception via
drive and make a mass movement of it amongst
communicating their sustainable initiatives
its stakeholders particularly generation X, Y, Z?
▪ How can channels be leveraged to innovatively
convey the core messages and engage with Tata
Suffering from the typical public perception
Steels’ stakeholders?
of a polluting industry
CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE
 STAKEHOLDERS INSIGHTS PRIMARY RESEARCH

“STEEL INDUSTRY is a POLLUTING INDUSTRY” “Achha! TATA STEEL ye bhi karta hai?”

NAME : PRANAV KHUNEKAR NAME : PROMILA BHUTANI

AGE: 29 years AGE: 48 years
PROFESSION: Senior ITI Technician (Pune) PROFESSION: School Teacher

“Good company.. Is mostly B2B.. Working standards “Tata Steel steel banati hai ye to pata tha, but they do
are good.. Ethics wise is also good but makes quite a so much I didn’t know.. Like my son is in TCS himself
lot of pollution.. unki galti nahi hai.. the industry itself and I also have been teaching since long, but aisa
is so polluting.” kuch kabhi discuss nahi hua…”

“TATA to bohot purana, trusted brand hai!” TATA STEEL = RATAN TATA, an icon for all ages!

NAME : RAJESHWARI DEVI NAME : DIVYANSH SETHIA

AGE: 77 years AGE: 14 years
PROFESSION: Wife of ex-TATA Steel employee (Ranchi) PROFESSION: School student - Class IX (Dehradun)

“Tata Steel to bohot achha hai.. hum dono aur “Tata Steel is a steel manufacturing company located
humare parivaar ko kitna kuch dia hai unhone.. in Jamshedpur I guess.. dont know details but haan..
humare liye hospital, bachchon ke liye school.. kaafi Ratan Tata is one of the people I really admire. He
purana hai.. very old.“ actually is a legend you know!”

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 STAKEHOLDERS’ INSIGHTS

SOCIALLY RESPONSIBLE BUSINESS HOUSE MAINSTREAM MEDIA ABSENTEEISM PRECONCEIVED NOTIONS

TATAs ‘Indianness’ instils trust and reliability, its TATA Steel’s presence in the mainstream media is Being a steel major, TATA Steel suffers from a typical
longevity acts as a testament of resilience and the almost negligible. Most of the sustainable products perception of it being a polluting industry. Hence, it is
demeanor of its leaders has built its image as a are unable to catch attention of the masses, further difficult for people to associate a steel manufacturing
socially responsible business house leading to lesser public awareness of its efforts company with environmental sustainability

LACK OF BUSINESS-COMMONER INTERACTION GEOGRAPHICAL IMPACTS AGE-WISE PERCEPTION

TATA Steel, an excellent exponent of B2B business has Geographical proximity to plants is a major factor Age group acts as a major factor affecting resonance
great industry recognition but has lesser awareness affecting people’s perception & understanding of the with the company. The Gen X and early Gen Y had a
of its business practices among commoners due to brand. Residents from places nearby TATA Steel’s stronger brand association as compared to late
lack of immediate interaction with them plants are more aware of its sustainability initiatives millennials and the Gen Z

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 TARGET AUDIENCE

GOVERNMENT COMPANY EMPLOYEES (INTERNAL)

Wider recognition at state and local level - Employees are the biggest beneficiaries of TATA
increase the effectiveness of social initiatives at Steel’s several initiatives
the grassroot levels
Effective communication will instill a sense of
Increased cognizance of company’s sustainable T INT pride and concern about their company’s public
initiatives - pave ways for favorable policies EN ER perception, leading to enhanced work efficiency
M

RN

NA
VE

L
This can help TATA Steel to get into Word-of-mouth - best communicated when

GO
Public-Private-Partnerships sources are credible, in this case, the employees

BUSINESS PARTNERS LARGER AUDIENCE (EXTERNAL)

Position TATA Steel as the leading changemaker of ‘Grand Old Brand’ of the Indian industrial diaspora

AL
sustainability and bring new partners onboard finding it difficult to resonate with the youth

PA

RN
R
NE E
T
RS T
The image of partners is equally important for a
company’s overall perception, thus incentivizing
EX Need to position itself strongly within the highly
cognizant youth as a caretaker of the environment
the need to make them more sustainable
Effective communication can also help dispel
TATA Steel’s sustainability efforts – an inspiration unawareness about the company’s sustainability
for its partners to shift to greener technologies efforts for the geographically distant audience

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE


MAJOR TOUCHPOINTS
CSR Initiatives & Annual Sustainability Reports
Public-Private-Partnerships with the Government
Use of TATA Steel’s Products in Govt. projects
Consultation during Decision & Policy-making
Local bodies noticing ground-level initiatives
Global certifications, rankings and rewards
COMMUNICATION CHANNELS
Annual Reports (General and Sustainability)
Contract Documents
Print and Digital Media
CSR Initiatives
TARGET AUDIENCE – GOVERNMENT
COMMUNICATION STRATEGIES
LEVERAGING CSR INITIATIVE RECOGNITION
Increasing the share of green initiatives in the CSR
activities would help in effective communication
between government and build TATA Steel’s image as
a green brand
COLLABORATIONS FOR SCHEMES & POLICIES
Aligning TATA Steel’s social initiatives for its workers
with the government’s efforts for the upheaval of the
unorganized sector via the national database, and
other social beneficiary schemes
CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE
PROMOTING NON-MAINSTREAM PRODUCTS
Promotion of Tata Steel’s products such as Tata
Nirman and Tata Aggreto as a replacement for
conventional products in the government
infrastructure building projects
AWARDS AND RECOGNITIONS
Awards and recognitions achieved by Tata Steel for its
efforts on becoming a sustainable organization could
be communicated to the government through digital
and print media. This will help catch their attention
 TARGET AUDIENCE – BUSINESS PARTNERS

MAJOR TOUCHPOINTS COMMUNICATION STRATEGIES

Contract Documents
CONTRACTS & AGREEMENTS LEVERAGING BRAND ‘TATA STEEL’
Annual General Meetings & Reports

Marketing Proposals and Sales Personals

Company Websites; Word of mouth Mention targets related to product sustainability Leveraging the stronghold of ‘Brand TATA’ to form
such as net zero carbon emission, low waste partnerships & drive partners towards obtaining
generation rate and proper disposal/recycled use green ratings & certifications like LEED, GRP, etc.
Selling and Purchasing of Goods and Services

Global certifications, rankings and rewards

Incentives in the form of a guarantee for a
COMMUNICATION CHANNELS
prolonged relationship, monetary rewards like
discounts & loyalty rewards for existing partners
Annual General Meetings
Announcing sustainability goals for ‘Decade 2021-
30’, making strategic relations with partners and
making them pledge for achieving these goals

Proposals, Agreements and Contract documents

Ambush marketing via social media platforms Mention sustainability targets which TATA Steel Incentivizing new partners to shift to greener
will abide by and would pay a penalty to partners technologies and loyalty rewards to age-old
Company Websites in case of failure to do so partners; association with brand ‘TATA Steel’

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 TARGET AUDIENCE – COMPANY EMPLOYEES (INTERNAL)

MAJOR TOUCHPOINTS COMMUNICATION STRATEGIES

Human Resource Executives & Managers

INITIATIVE 1 – AWARENESS CAMPAIGN INITIATIVE22 –– EMPLOYEE
INITIATIVE EFFICIENT ICT
ICT SUPPORT
SUPPORT
Company Events and Functions

Office and Info-Tech Infrastructure

Employee Benefit Schemes & Conveyance
Employee Grievance Redressal Mechanism
Employee Training and Development Programs
TATA TENET
Campaign includes creating tableaus at company
events to showcase the multitude of sustainable
products and initiatives adopted by TATA Steel
TATA TexUp!
Creating WhatsApp chatbots to keep in touch
with the employees and updating them about the
company’s sustainable initiatives on a daily basis.
This platform can also be used for employee
grievance redressal on a quick basis.

COMMUNICATION CHANNELS
TATA TENET

TATA TexUp!
Company magazines, official mails & letters

Communication through Company Events

Addressal by TATA Steel’s Senior Leadership

Example target events for TATA TENET Employee interaction with TATA TexUp!
Interactions on Social Media Platforms

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 TARGET AUDIENCE – COMPANY EMPLOYEES (INTERNAL)

COMMUNICATION STRATEGIES

INITIATIVE 3 – CAMPAIGN FOR LGBTQ+ WORD-OF-MOUTH PUBLICITY

#TATATOGETHER
#TATATOGETHER
A INITIATIVE

Training to 1000 LGBTQ+ people for Tata CARE

Apprenticeship Examination and preference INITIATIVE

during selection as well

#TATATOGETHER
Flexibility in choice for LGBTQ+ to use office
washrooms as per their comfort

Website for complaint filing in case of

discriminatory behavior against them

CARE
‘TAT-A-TETE’ THE WORLD
Sharing the stories of LGBTQ+ community
INITIATIVE
through TATA TUESDAYS.

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 TARGET AUDIENCE – LARGER AUDIENCE (EXTERNAL)

MAJOR TOUCHPOINTS MAJOR PAIN POINTS

Company Logo & Company Colours

DEMOGRAPHIC FACTORS GEOGRAPHICAL FACTORS
Company Website & Customer Interaction Portals

Digital and Social Media

Print Media
Personal Interactions
Customer Service & Support
People belonging to the older age group (Gen X & Mostly the people from/near the industrial cities
early Gen Y) have greater resonance with brand ‘TATA where TATA Steel has a strong presence hold high
Steel’, while the youth (millennials & Gen Z) has lesser regard for the company, are more aware and have a
sense of association with the brand deeper understanding of its works and initiatives

VISIBILITY OF ‘SUSTAINABILITY QUOTIENT’ PERCEPTION (STEEL INDUSTRY & B2B ONLY)

COMMUNICATION CHANNELS

TV Commercials

Instagram, Facebook, Twitter, YouTube

TATA Steel has been found lacking in terms of Major perception issues are: association of a steel
Websites, Newspapers, Billboards, Posters highlighting its major sustainability efforts on various manufacturing company with sustainability; and low
public platforms, while its competitors have given awareness of its products and initiatives among the
Public Relations Initiatives more prominence on bringing them into public notice commoners due to limited presence in B2C segment

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 TARGET AUDIENCE – LARGER AUDIENCE (EXTERNAL)

COMMUNICATION STRATEGIES

‘GREENIFICATION’ OF TATA STEEL’S LOGO THE RATIONALE BEHIND SUSTAINABLE INITIATIVES ON MAIN WEBSITE

TO LOOK

STRATEGIES
COMMUNICATION
GREEN
TATA STEEL IS COMMITTED
TOWARDS BEING
SUSTAINABLE : BY
PRODUCT REUSE AND
WASTE PRODUCT
MANAGEMENT

CURRENT - The current logo of TATA Steel which

TO FEEL CURRENT – The topic ‘sustainability’ is covered as

GREEN
has shades of blue-white and black-white, reflects a part of the sections on the website. And the colour
the brand’s reliability, loyalty and prosperity. The scheme is either transparent or blue. Also, IBMD
brand statement also has the black shade with colours website is not found on the main site for reference.
limited to the hashtag only.

DESIRED – Proposals for desired site appearance:

DESIRED - ‘STEEL’ in TATA STEEL logo given a new
identity. Two ways for that could be:
▪ Changing the colour of STEEL in TATA Steel to a
green shade, or
▪ Bringing back the leaves from the old TATA logo
The leaves and the greenery would help promote its
green and sustainable approach.
TATA STEEL ▪ Increase green elements in website’s color scheme.
PLEDGING ▪ Information on sustainability must appear on and
TOWARDS
be accessible through the landing page rather than
MOVING TO A
GREENER,
having to click on ‘read more on sustainability’
SUSTAINABLE ▪ IBMD website link should appear on the main
TOMORROW
page to facilitate consumer interaction with the
GREEN COLOUR AS A THEME FOR CORPORATE IDENTITY company’s sustainability efforts and initiatives

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 TARGET AUDIENCE – LARGER AUDIENCE (EXTERNAL)

COMMUNICATION STRATEGIES

“BADON KO PRANAAM, CHHOTON KO PYAAR” SAMPLE AD - “BADON KO PRANAAM, CHHOTON KO PYAAR”

STAINLESS
SUSTAINABILITY

OBJECTIVE
Utilizing the high penetrative power of TV commercials to
connect with larger audience

COMMUNICATION CHANNEL & TARGET AUDIENCE

TV commercials for all age groups; feature celebrity ambassador

THEME/CORE MESSAGE
The commercial takes its name from the method of addressing
used towards the end of informal Hindi letters written in India. It
aims to capture how Tata Steel tries to connect not just with the
older but also with the younger generation.

IDEAS CONVEYED
Longevity of TATA Steel; The Reinventing Nature of TATA Steel

PAIN POINTS ADDRESSED

Wider Reach
Resonance with both Young and Older Generations TV COMMERCIAL ON ‘BADON KO PRANAAM…” PROPOSED TO REACH EVERY HOUSEHOLD

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 TARGET AUDIENCE – LARGER AUDIENCE (EXTERNAL)

COMMUNICATION STRATEGIES

“TATA TUESDAYS” SOCIAL MEDIA HANDLES FOR SHARING “TATA TUESDAYS”

STAINLESS
SUSTAINABILITY

OBJECTIVE
To engage the audience with the stories of Tata Steelers & TATA LEADERSHIP TUESDAY
Partners online as well as offline PODCAST SERIES
on on
COMMUNICATION CHANNEL & TARGET AUDIENCE
Social media & outlets of verticals; Youth & outgoing people

THEME/CORE MESSAGE
Initiatives to involve the younger generation and give the people
a sneak-peek into the culture of Tata Steel:
▪ Series of posts sharing the journeys of tata steel employees
▪ Podcast series of Spotify sharing Leader’s interviews
▪ Offline engagement campaigns at outlets of other verticals
IDEAS CONVEYED
Conveying sustainable initiatives of Tata Steel; Sharing the
stories of Tata Steelers; Using the brand image of Ratan Tata
PAIN POINTS ADDRESSED
Lack of offline B2C communication
▪ A series of posts on Instagram and LinkedIn where the journeys of Tata Steel
employees would be posted on a weekly basis on every Tuesday.
▪ A monthly podcast series titled ‘TATA LEADERSHIP TUESDAY’ to share the
interviews of Tata’s senior leaderships on Spotify app.
▪ Utilizing the outlets of Tata’s verticals like Tata Croma, Titan Eye+, Tata Westside,
etc. by putting up stalls with posters and cutouts giving out information about
any one Tata Steel green initiative; A ‘steel armored photo booth’, made up of
scrap steel, set up to attract people to take photos and upload on social media
sites with a hashtag #IGoGreenWithTataSteel.

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 TARGET AUDIENCE – LARGER AUDIENCE (EXTERNAL)

COMMUNICATION STRATEGIES

“KYA BOLTI PUBLIC ?” THE MOVEMENT STORY – HOW “KYA BOLTI PUBLIC ?”
STAINLESS
SUSTAINABILITY

OBJECTIVE
To communicate with the youth and professionals about Tata
Steel’s initiatives and engage with them on a regular basis

COMMUNICATION CHANNEL & TARGET AUDIENCE

Social Media Handles for Millennials and Gen Z

THEME/CORE MESSAGE
▪ The social media campaign would be focussed on four major
platforms viz. Instagram, Facebook, Twitter and LinkedIn.
▪ For Twitter, Instagram and Facebook, we will have a
campaign called “Kya Bolti Public ?”
IDEAS CONVEYED
▪ Shift in Tata Steel’s focus towards sustainability
▪ Agility of Tata Steel to adjoin sustainability with a steel
manufacturing industry
PAIN POINTS ADDRESSED
▪ Connect with the youth
▪ Stigma about steel manufacturing as a polluting industry
LIVE STREET PUBLIC INTERVIEWS LINKEDIN POSTS ON SUSTAINABILITY
▪ Under this campaign we will reach out to young folks and ask them about their
perception of the steel industry in general and Tata Steel in particular on
Instagram Live and Facebook Live.
▪ After they answer in a negative way (expected most of the time), we will explain
to them some surprising numbers about Tata Steel’s sustainability indices and
how we utilize our wastes to create products.
▪ For LinkedIn, we can share about our sustainable products through a regular
series of posts to interact with the industry professionals.

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 TARGET AUDIENCE – LARGER AUDIENCE (EXTERNAL)

COMMUNICATION STRATEGIES

“TATA TECH-A-THON” “TATA TECH-A-THON” - COMPETITION & OPPORTUNITIES

STAINLESS
SUSTAINABILITY

OBJECTIVE
To create an impact on the current school/college students
making them feel more associated with the steel behemoth

COMMUNICATION CHANNEL & TARGET AUDIENCE

Competitions & Virtual Live Trips; School & College Students

THEME/CORE MESSAGE
STUDENTS GET A CHANCE FOR GOING ON
▪ Live projects and competitions with lucrative rewards for A VIRTUAL TOURWITH TATA STEEL
LIVE PROJECTS FOR COLLEGE STUDENTS
undergraduates aimed at GREENIFICATION of the steel life cycle
▪ Tie-ups with institutes for virtual tour of TATA Steel to highlight
its sustainable strategies, with special focus on sensitizing
engineering and architecture students.

IDEAS CONVEYED PRESENTS

▪ Promoting innovation and creativity
▪ Instilling tacit brand loyalty among budding stakeholders
PAIN POINTS ADDRESSED
Non-involvement and lack of interest & excitement of the Youth
in steel manufacturing process
TATA TECH-A-THON
THE ANNUAL STEEL-TECH COMPETITION
SCHOOL/COLLEGE LEVEL COMPETITIONS LUCRATIVE MONETARY REWARDS;
(ENGINEERING/ARCHITECTURE COURSES) INTERNSHIP OFFER FOR WINNERS

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 STRATEGIC PLAN OF ACTION

INITIATIVE QUARTER 1 QUARTER 2 QUARTER 3 QUARTER 4

INCREASING SHARE OF GREEN INITIATIVES IN CSR Research Implementation Feedback

COLLABORATION FOR SCHEMES AND POLICIES Research Approaching the government Implementation and Feedback

TATA TEXUP!! Chatbot R&D Chatbot launch and implementation Feedback and measurement

Research and selection of

TATA TENET Development of tableaus and models Representation at events
initiatives

Training program, Infrastructure changes, Website Apprenticeship tests,

TATA TOGETHER CAMPAIGN Research and policy development
Development Promotion

LOGO AND WEBSITE REVAMPING Research and policy development Logo Development and Implementing Website changes Throughout Promotion

BADON KO PRANAAM; CHHOTO KO PYAAR Research; Creative Brief

Ad agency Selection and Ad development Ad Roll-out and Promotion
(TV COMMERCIALS) development

KYA BOLTI PUBLIC? (SOCIAL MEDIA CAMPAIGN) Research; Influencer hiring Implementation on Instagram, Facebook, LinkedIn

TECH-A-THON Contacting Schools & Colleges Promotions and Live-Projects Initiations Competitions

Installation of stalls and photobooths; Monthly release of Podcasts; Weekly posts on

TATA TUESDAYS Research; Content Creation
journeys

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 FINANCIALS

ESTIMATED BUDGETING FOR FIRST YEAR

Initiative 4 : Badon ko Pranaam; Chhoton

Monthly Yearly Initiative 3 : Tata Together Yearly Initiative 2 : Tata TexUp! Monthly Yearly
ko Pyaar
Content Development/Ad Creation 2,00,000 Training and Assistance (10,000/person) 1,00,00,000 Chatbot Software Platform 15,000 1,80,000
Running costs (twice a day) 90,00,000 10,80,00,000 Complaint registry website development and Chatbot Setup and Development 1,12,500 13,50,000
18,50,000
Total Estimated Budget 90,00,000 10,82,00,000 maintenance Ongoing chatbot support and maintenance 1,50,000 18,00,000
Total Estimated Budget 1,18,50,000 Total Estimated Budget 2,77,500 33,30,000
Initiative 5 : Social Media Campaigns
Monthly Yearly
(Kya bolti Public,Tata Tuesday, etc. )
Initiative 6 : Tech-a-thon Yearly Initiative 1 : Tata Tenet (12 events/yr) Monthly Yearly
Content Creating Team 1,00,000 12,00,000
Social Media Costing 1st Prize(Rs. 25,000+Voucher worth Rs. 5000) 30,000 Tableau Design and Manufacture 10,000 1,20,000
Facebook + Instagram 60,00,000 7,20,00,000 2nd Prize(Rs. 20,000+Voucher worth Rs. 5000) 25,000 Team of 2-3 people to cover events 50,000 6,00,000
LinkedIn 40,00,000 48000000 3rd Prize(Rs. 15,000+Voucher worth Rs. 5000) 20,000 Overhead costs 35,000 4,20,000
Youtube 8,00,000 9600000 Total Estimated Budget 75,000 Total Estimated Budget 95,000 11,40,000
Google Ads 5,00,000 60,00,000
Total Estimated Budget 1,14,00,000 13,68,00,000 TOTAL ESTIMATED BUDGET (FIRST YEAR) – ₹ 26,13,95,000

Year 2 Initiatives Yearly Year 3 Initiatives Yearly

FORECAST Tata TexUp 33,00,000 Tata TexUp 38,00,000
ESTIMATE FOR Tata Together 1,18,50,000 Tata Together 1,20,50,000
SECOND AND Tata Tenet 11,40,000 Tata Tenet 12,40,000
Social Media Campaigns 11,25,82,000 Social Media Campaigns 9,25,82,000
THIRD YEAR Tech-a-thon 75,000 Tech-a-thon 1,00,000
TV commercial 6,20,00,000 TV commercial 7,20,00,000
Total Estimated Budget 19,09,47,000 Total Estimated Budget 18,17,72,000

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE

 IMPACT ASSESSMENT

KEY PERFORMANCE INDICATORS (KPIs)

1 Event Participation Rates

Social Media Followers 2 TATA TENET

3 Podcasts Reach

Employee Awareness & Feedback 4

“TATA TUESDAYS”
5 YouTube Ad Views TATA TexUp!
Website landing rates (for IBMD) 6 TATA LEADERSHIP TUESDAY
7 No. of participating schools/colleges #IGoGreenWithTataSteel
LGBTQ+ Employee Numbers 8
“KYA BOLTI PUBLIC ?”
“TATA TECH-A-THON”
9 No. of new certifications by partners

“BADON KO PRANAAM, CHHOTON KO PYAAR”

CASE STUDY: BRAND STRATEGIES IN THE NEW DECADE