2. Identity
CORPORATE MISSION
• To improve the quality of life of the communities Tata Group serves globally, through long-
term stakeholder value creation
CORPORATE PHILOSOPHY
• Operating in a manner which evokes trust among customers, employees, shareholders and the
community. Commitment to protect this heritage of leadership of trust through the way in
which TATAs conduct business
CORE VALUES
These five values continue to direct the growth and business of TATA companies:
• Integrity: We must conduct our business fairly, with honesty and transparency. Everything we
do must stand the test of public scrutiny
• Understanding: We must be caring, show respect, compassion and humanity for our
colleagues and customers around the world, and always work for the benefit of the
communities we serve
3. • Excellence: We must constantly strive to achieve the highest possible standards in our day-to-
day work and in the quality of the goods and services we provide
• Unity: We must work cohesively with our colleagues across the group and with our customers
and partners around the world, building strong relationships based on tolerance, understanding
and mutual cooperation
• Responsibility: We must continue to be responsible, sensitive to the countries, communities and
environments in which we work, always ensuring that what comes from the people goes back to
the people many times over
CORPORATE CULTURE
• Customer Centricity
• Sustainable Innovation
• Entrepreneurship
• Trustworthiness
• Business Excellence
• Future Thinking
Examples of Innovation: TATA Nano, TATA Swach, Aluminium body in JLR Cars and Silent Track
System of TATA Steel
Identity
4. Employees’ View of Identity
• Tata companies together employ over 581,470 people
• Tata Group aims at the following w.r.t. the people working for them:
– Long-term VALUE CREATION for all stakeholders
– TRUST among employees
– LEADERSHIP WITH TRUST in the manner of conducting business
• Initiatives for grooming employees at various junctions in their career:
– TAS is an entry-level induction programme which provides young managers multiple
opportunities for professional growth
– TMTC is an in-house training center which meets corporate learning and development
needs for Tata executives
– SCIP creates opportunities for women returning to the job market after a break by
offering live business projects with flexible schedules
– HRDP recruits HR post-graduates from B-Schools and trains them for a year with
rotations in recruitment , performance management system, employee relations, etc.
– Tata Business Leadership Award is also an endeavour to create awareness among
management students about the Tata brand
• What the employees say?
– ETHICAL PRACTICES/ STABILITY/ EMPLOYEE FRIENDLY/ LEARNING & DEVELOPMENT
5. Marketing Communications Strategy
• Titan (Positioning) – Attribute, User, Competitor, Price
• TATA Motors – Different ATL and BTL strategies
• TATA Power – IMC plan around emotional factor
• TATA Global Beverages – ‘Jaago Re’ | ‘Vrath Yatra’
• Taj Hotels – High end targeting (ET, CNBC, Travel)
• Pattern – Constantly portraying the emotional factor – loyalty, trust, pride
6. Products & Services
Company Products & Services
Tata Motors Heavy & Light commercial vehicles; cars & utility vehicles;
trucks & busses etc.
Tata Steel Flat products; tubes; sections; rods; structural steel roofs
Titan Watches; belts; wallets; eye gears; frames; lenses etc.
Tata Chemicals Consumer salt; water purifier; industrial salt; fertilizers etc.
Tata Consulting Services Banking & insurance products; knowledge products;
healthcare products; engineering products etc.
Tata sky Tata sky HD; multi tv connection
Voltas AC; deep freezer; water cooler; water dispenser etc.
7. Image – TATA Brand
• Associated with Trust – going on for 100 years
• Interfaces
– Symbol: The current blue 'T' designed after AC Nielsen sample survey about
their perception of the brand in 1999
– Communications: Association with activities like sporting events, music
concerts, knowledge events etc. which symbolized youth and energy to keep it
contemporary
• Image has always been of a mentor, but now also trying to be perceived as a
fighter and a winner
• Tata stands for one thing when it's on a car; something different when it is on a
watch and quite another when it's telecom
• Also going global has given the brand recognition according to the industry of the
TATA product
8. Image
Audience Motors Chemicals Steel TCS Titan Voltas AC
Customers Most valuable
award
Varied range
Tata Salt – One
of most
trusted brands
Highly recognized,
26 countries
Superior
customer
service and
intimacy
Varied
Range,
customer
service
Not
trustworthy
, bad
quality
Government Recognized
Fulfills
regulations
Supports R&D no major legal
issue
Govt. projects
e.g. ERP for
IRCTC
No major
legal issue
EC
complaints,
consumer
forum
Local
Community
CSR
Funds and
Trusts
Green
technologies
pioneer in
employee welfare
CSR champion CSR activities Trying to
minimize
carbon FP
Financial Trusted
Mostly
positive stock
Mostly positive
stock
2nd most profitable
company
7th Global
revenue rank
Market Cap.
5 yrs. of
growth,
slowdown in
topline
3 years of
stagnant
growth
Buyer-Supplier Joint ventures
Fiat
Cummins
Tata Kisan
Sansar,
Total Produce,
European
Europe-
Corus
First to offer
BPO service,
insurance in UK
32 counties,
efficient
managemen
t
Supplier
diversity
Media-
Influential
Grps
Popular - Environment
Protection Awards
Highly Ranted
and global
ranking
50+
prestigious
award
Not such
cordial
relations
