Tata Steel Ideation Presentation

2. Leveraging Social Media to Promote brand
Brand
Awareness
Social
Media
App End
B2B Customer
Contact

3. The App View

4. Build My House
Select Template/ Start from Scratch(Structural info, area etc)
Customize and Design : Interiors and Exteriors
Integration with Google Map
Vaastu/ Fengshui Check
Final Plan Generation
Visit Consultant

5. What’s Inside
Customization Analysis Engine
• Introducing the concept of “TATA Steel
Inside”
• All major constructions with TATA Steel to
display TATA Steel inside logo at a
prominent space.
• QR Codes to be displayed along with the
“TATA Steel Inside” logo which redirects to
the app and specifically to the project URL.

6. My Consultants
• TATA Steel Authorized Contractors
with expertise in engineering and
construction.
• Architects and Planners are also
included.
• Smaller consultants can join via
invitation or recommendation from two
existing consultants.
• All Tata Steel Distributors are part of
consulting network.
• Profiling of consultants done and is
accessed through this.
•Window that flashes achievements of
consultants.
•Chat facility to chat with consultants.
• Consultant Selection based on the
nature and type, price, location of the
project.

7. Gallery Place an Order
• This module is used by the users to
place an order.
• Module has direct link to Distributor /
Consultant Portals. Enables users to
place an order to an appropriate
distributor /consultant depending on
location and product mix.
• Listing of all the projects which have been • Orders placed are directly sent to the
used/ enquired by the user. concerned distributor/ consultant.
• Showcase all major TATA Steel Projects. • Has links to TATA Steel B2B eBusiness
Site.
• Most Popular Projects.
• Friend activities.

8. Business
A Portal with links to the other market sectors of TATA Steel.
Packag
ing • Links to business portals
Automotive of Key market sectors of
Construction
TATA Steel.
Aero-
space • Link to the B2B site of
Rail
TATA Steel (tatasteel.co.in)
Consumer Engineering
Goods • Scroller below with major
Ship achievements of TATA
Building Defense Steel.
and
Energy Security •Facility to add consultants.
&
Power B2B eBusiness Initiatives
<< TATA Steel Wins PM’s award << Mines Div wins Innovative Rainwater Harvesti

9. Challenges
Creating an Ecosystem of Consultants: Consultants will join in this initiative because they
can associate with the brand TATA Steel.
Complex application with image processing: With the technology and UI coding facilities of
today complexity of application should not be a problem.
Transaction on Social Media: Indians are still averse to using social media for business
purposes. for e.g. the Twitter account of TATA Steel is not leveraged to the maximum.
Government contractors may not be comfortable with this process: A significant part of
the projects are Government projects which will be decided on basis of tender submission.
These projects will take some time to come within the ambit of this application
Target audience: High reach. So distinguishing people who are really interested is difficult.
But this is more of an opportunity to reach people who cannot be reached through
mediums of direct marketing.

10. Benefits to TATA Steel
1. Image enhancement: Promotion of Tata Steel as a company with strong end
customer focus. Knowledge about the Tata Steel companies in consumer domain is
extremely limited, especially the companies those became part of Tata Steel stable
after Corus acquisition.
2. Better end consumer interaction.
3. Consumer profiling may be done which can be used for product design and mix,
market research and analysis.
4. Create an interdependent ecosystem of planners, architects, constructors,
distributors, interior decorators.
5. Will act as the launch pad. The model, if successful, may be replicated to other Tata
Sons business lines and even B2B segment of Tata Steel.
6. Contracts can scale from requirements of small houses to massive projects.
7. Study of hit patterns may be used for marketing and promotion activities. Study of
order patterns may be used to create more effective distribution channel.

11. Way Forward
Project Acceptance
and Green Signal
Form a team aimed
at being web 2.0
social
• Prepare Project Outline
A STEEL DEAL
• Project Commissioning
• Pilot Roll out
• Marketing and Promotion
• Scale up.
• Third Party to measure success.