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TATA STEEL

Four P's (Product, Price, Promotion, Place) & Market segmentation of TATA STEEL

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TATA STEEL

  1. 1. 1868 1902 1907 1917 1932 1939 1945 1954 1962 1968 1996 1998 2000 2004 2007 2008 2012
  2. 2. TARGET MARKET
  3. 3. CONSTRUCTION 1) VALUABLE SOLUTIONS. 2) INCREASED FUNCTIONALITY AND PERFORMANCE.
  4. 4. AUTOMOTIVE 1) COMPETITIVE EDGE IN AUTOMOBILE MARKET. 2) NUMEROUS PRODUCTS- MAJOR VEHICLE MANUFACTURERS. 3) LOW WEIGHT PRODUCTS.
  5. 5. CONSUMER GOODS 1) MEETING DYNAMIC EXPECTATIONS OF CUSTOMERS. 2) FEATURED PRODUCTS.
  6. 6. ENERGY AND POWER 1) RENEWABLE ENERGY INDUSTRY. 2) CONTINUAL ENHANCEMENT. 3) WIDE RANGING PRODUCT PACKAGES.
  7. 7. AGRICULTURE 1) WIDE RANGE OF QUALITY IMPLEMENTS. 2) FIRST CHOICE OF RURAL INDIA. 3) TATA AGRICO- OLDEST BRAND OF TATA STEEL.
  8. 8. LIFTING AND EXCAVATING 1) MULTI PRODUCT PORTFOLIO 2) HIGHLY PREFFERED SUPPLIER.
  9. 9. ENGINEERING 1) DECADES OF STEEL MAKING EXPERTISE. 2) MEETING THE NEEDS OF THE MODERN WORLD.
  10. 10. PACKAGING 1) EUROPE’S LEADING SUPPLIERS. 2) RANGE OF PRODUCTS IN CONSUMER AND INDUSTRIAL SECTORS. 3) 20-25% EXPORTS. 4) ACCEPTANCE IN INTERNATIONAL MARKET.
  11. 11. AEROSPACE 1) PRODUCTS USED IN COMMERCIAL AND MILITARY PROJECTS. 2) LONG TERM SUPPLY AGREEMENTS.
  12. 12. SHIPBUILDING COMPREHENSIVE RANGE OF PRODUCT AND SERVICES.
  13. 13. RAIL 1) HIGH PERFORMANCE- PRODUCTS AND SERVICES. 2) INNOVATION. •World-leading rail noise reduction system Silent Track® •World’s first Stress-Free heat treated rail •World’s first wear- resistant Multi-Life grooved rail which is weld- repairable in-track
  14. 14. DEFENCE AND SECURITIES 1) SUPPLY OF SPECIALIST SOLUTION. 2) CATERS TO SPECIFICATIONS.
  15. 15. BUYING BEHAVIOUR TATA STEEL NEW TASK MODIFIED REBUY STRAIGHT REBUY
  16. 16. UNDERSTANDING CHARACTERISTICS OF NEED SEARCH FOR POSSIBLE SUPPLIERS TATA STEEL WILL SEND REPRESENTATIVES BRIEFING OF PRODUCT SPECIFICATIONS SUBMISSION OF PROPOSALS EVALUATION OF PROPOSALS NEGOTIATIONS AND ACTUAL BUYING INFLUENCERS??? GATE KEEPERS??? DECIDERS??? STEPS INVOLVED IN NEW TASK PURCHASE
  17. 17. PRODUCT
  18. 18. FINISHED AND SEMI FINISHED STEEL PRODUCTS FERRO ALLOYS PRODUCT OTHER PRODUCT AND SERVICES
  19. 19. FLAT PRODUCTS • HOT ROLLED SHEETS • COLD ROLLED SHEETS • GALAVANISED SHEETS LONG PRODUCTS • WIRE RODS • REBARS WIRES- COATED AND UNCOATED WIRES OTHER PRODUCTS • SEMI FINISHED STEEL • RINGS • AGRICULTURAL TOOLS AND STEEL EQUIPMENTS FINISHED AND SEMI-FINISHED PRODUCTS
  20. 20. CORUS PRODUTS STRIP PRODUCTS LONG PRODUCTS FERRO ALLOYS PRODUCTS
  21. 21. PRICE
  22. 22. FACTORS INFLUENCING PRICING STRATEGY PRODUCTION COST ACQUIRING SOURCES OF RAW MATERIAL CAPACITY EXPANSION TECHNOLOGY MARKET DEMAND MARKET PENETRATION STRATEGY COMPETITION GOVERNMENT REGULATIONS
  23. 23. PLACE
  24. 24. DIRECT SUPPLY CHANNELS STOCKYARDS CONSIGNMENT AGENTS EXTERNAL PROCESSING AGENTS WIDE NETWORK OF DISTRIBUTORS AND RETAILERS DISTRIBUTION CHANNEL
  25. 25. Mjunction Started in February 2002 India’s largest e-commerce company and world’s largest e-market place for steel. It provides services like selling, sourcing and knowledge. TATA Steel has sold 221,259 million tonnes through Mjunction. Mjunction.com takes end-to-end responsibility. Creates suitable market lot to ensure maximum participation from buyers. Other services like auction, collection of payments, earnest money deposit and handling. Tied-up with Citibank and HDFC.
  26. 26. JSW STEEL TATA STEEL COMPETITIVE ANALYSIS
  27. 27. PROMOTION
  28. 28. •BRANDING ITS PRODUCTS •MOVING TO HIGH VALUE ADDED PRODUCTS STRATEGIES OF PROMOTION
  29. 29. TATA SHAKTEE TATA TISCON TATA STEELIUM
  30. 30. BENEFITS STABILIZE FLOW OF REVENUE PREMIUM PRICING POSSIBLE BRANDING STEEL
  31. 31. OUTDOOR ADVERTISING PRINT ADS COMMERCIAL ADS
  32. 32. INTERNAL MARKETING PROGRAM CUSTOMER FIRST- HAR HAAL MEIN CUSTOMER KI KASAM- HAIN TAIYYAR HUM CUSTOMER FIRST- HAR HAAL MEIN, HAR SAAL
  33. 33. BENEFITS FROM PROMOTIONAL ACTIVITIES Sale of TATA Steel increased by 84%. Started co-branding initiatives with high end customers. Positive future prospects. Placed well ahead of its competitors.
  34. 34. JSW STEEL TATA STEEL
  35. 35. LABOUR HUMAN RIGHTS SOCIAL PERFORMANCE PRODUCT RESPONSIBILITY ENVIRONMENT PERFORMANCE CORPORATE SOCIAL RESPONSIBILTY
  36. 36. HARNESSING NEW AND BETTER SOURCES OF RAW MATERIAL INNOVATING TO USE BLUE DUST NEW COKE MAKING TECHNOLOGY REDUCING ENERGY COSTS MODERNIZATION OF FACILITIES QUALITY AND COST AT THE CENTER STAGE COMPETITIVE ADVANTAGE OF TATA STEEL
  37. 37. QUERIES???

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