TATA SHAKTEE

A case of innovative marketing approach

Background

• Product – Galvanized

Corrugated Sheets

• Brand – Tata Shaktee

• Customer – Rural Poor (R3 &

R4)

• Usage– Roofing

Status

• Status of Business in 2003– Stagnant, no growth for

last 2 years

• Customer Profile– Mostly illiterate– Low purchasing power– Interested to buy

quality product but easily influenced by retailer

Brand Communication Strategy 2003 (before MART involvement)

• Use of Static Media

– Wall and Shop Painting o Limitation: exposure only when customer visits shop and

difficult to communicate brand benefits to illiterates

• Interactive one on one media– Video on Wheels

o Limitation: Male decision maker at work

MART recommended promotion at weekly markets

• Why weekly markets– Visitors are mostly rural poor (R3 + R4), so target group

is addressed– Large turnout of 5,000 people from 20 – 25 villages– Visitors are in buying mode– Over 45,000 such markets in most parts of India

Participation Plan

• Dealer sets up Tata Shaktee branded stall

• Play jingles, distribute handbills to attract visitors

• Display product, communicate brand benefits

• Through interactive games generate potential customer database and engage customers to brand

• Conduct consumer behavior surveys

Impact of Campaign

• Participated in 5,000 markets in 17 states, 250 districts over 4 years. – Four million potential customers exposed to brand– 50,000 potential consumers surveyed– 30 percent growth in sales at retail outlets