68
Summer Project Report On Fabricators Loyalty Program. At TATA STEEL Submitted at Biju Patnaik Institute of IT & Management, Bhubaneshwar, for the MBA course. By SWETA JAISWAL Session: 2010-2012 BIJU PATNAIK INSTITUTE OF IT & MANAGEMENT Plot No - F/4, Patia , Bhubaneswar, Orissa, India - 751024

Summer project report by sweta jaiswal biitm

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 2: Summer project report by sweta jaiswal biitm

DECLARATION OF ORIGINALITY

I hereby declare that the project report entitled “Fabricators Loyalty Program”.

submitted for the degree of MBA at Biju Patnaik Institute of IT & Management

Studies is my original work and the project report has not formed the basis for the

award of any diploma, degree, associate ship, fellowship or similar other titles. It has

not been submitted to any other university or institution for the award of any degree

or diploma.

Place: Kolkata SWETA JAISWAL

Date: 12/09/2011

Page 3: Summer project report by sweta jaiswal biitm

CONTENTS

Acknowledgement

PART 1 History Of Tata Steel Tata Group Profile. Corporate Sustainability. Awards and Recognitions. Vision and Values. Tata Steel and Product Profile.

PART 2A: Tata ShakteeB: Roof Junction.

PART 3A: Overview of Fabricators Loyalty Programme

Objectives Research problem. Research objectives. Sample design. Data collection. Data analysis. Fabricators report analysis.

PART 4A. Club ShakteemanB. Shop brandingC. Promotion supportD. Testimonials.E. Recommendation.F. Conclusion

Page 4: Summer project report by sweta jaiswal biitm

ACKNOWLEDGEMENT

A task or project cannot be completed alone. It requires the effort of many

individuals. I take this opportunity to thank all those who helped me directly or

indirectly in the completion of this project.

I would like to first of all thank :

Ms. Bhawna M. Raj (Senior Manager, HR/ IR- Commercial) for giving me

opportunity to work on this project.

Mr. Santosh Antony (Chief Sales Manager, East, Flat Products) for his continuous

support and guidance.

This project study in the field of market research, carried out for Tata Steel Limited,

would not have been possible without the help and valuable guidance of my mentor

Mr. Bibekananda Mukherjee (Head, Retail Sales, Kolkata Sales Office), for briefing

us on their organization and providing us with all the required information needed to

complete the project.

I would also like to thank Mr. Anil Kr. Bari (Marketing Co-ordinator, Flat Products,

Kolkata Sales Office) for providing us every kind of facilities and a lot of information

about the products and services, required during the project.

I would also like to thank Mr. SOUMYAJYOTI GHOSH my teammate whose co-

operation has made the project successful.

Page 5: Summer project report by sweta jaiswal biitm

HISTORY OF TATA STEEL

Backed by 100 glorious years of experience in steel making, Tata Steel is the world’s

6th largest steel company with an existing annual crude steel production capacity of

30 Million Tonnes Per Annum (MTPA). Established in 1907, it is the first integrated

steel plant in Asia and is now the world`s second most geographically diversified steel

producer and a Fortune 500 Company.

Tata Steel has a balanced global presence in over 50 developed European and fast

growing Asian markets, with manufacturing units in 26 countries.

It was the vision of the founder; Jamsetji Nusserwanji Tata., that on 27th February,

1908, the first stake was driven into the soil of Sakchi. His vision helped Tata Steel

overcome several periods of adversity and strive to improve against all odds.

Tata Steel`s Jamshedpur (India) Works has a crude steel production capacity of 6.8

MTPA which is slated to increase to 10 MTPA by 2010. The Company also has

proposed three Greenfield steel projects in the states of Jharkhand, Orissa and

Page 6: Summer project report by sweta jaiswal biitm

Chhattisgarh in India with additional capacity of 23 MTPA and a Greenfield project

in Vietnam.

Through investments in Corus, Millennium Steel (renamed Tata Steel Thailand) and

NatSteel Holdings, Singapore, Tata Steel has created a manufacturing and marketing

network in Europe, South East Asia and the pacific-rim countries. Corus, which

manufactured over 20 MTPA of steel in 2008, has operations in the UK, the

Netherlands, Germany, France, Norway and Belgium.

Tata Steel Thailand is the largest producer of long steel products in Thailand, with a

manufacturing capacity of 1.7 MTPA. Tata Steel has proposed a 0.5 MTPA mini blast

furnace project in Thailand. NatSteel Holdings produces about 2 MTPA of steel

products across its regional operations in seven countries.

Tata Steel, through its joint venture with Tata BlueScope Steel Limited, has also

entered the steel building and construction applications market.

The iron ore mines and collieries in India give the Company a distinct advantage in

raw material sourcing. Tata Steel is also striving towards raw materials security

through joint ventures in Thailand, Australia, Mozambique, Ivory Coast (West Africa)

and Oman. Tata Steel has signed an agreement with Steel Authority of India Limited

to establish a 50:50 joint venture company for coal mining in India. Also, Tata Steel

has bought 19.9% stake in New Millennium Capital Corporation, Canada for iron ore

mining.

Exploration of opportunities in titanium dioxide business in Tamil Nadu, ferro-

chrome plant in South Africa and setting up of a deep-sea port in coastal Orissa are

integral to the Growth and Globalisation objective of Tata Steel.

Tata Steel’s vision is to be the global steel industry benchmark for Value Creation and

Corporate Citizenship.

Tata Steel India is the first integrated steel company in the world, outside Japan, to be

awarded the Deming Application Prize 2008 for excellence in Total Quality

Management. (tatasteel.com)

Page 7: Summer project report by sweta jaiswal biitm

TATA GROUP PROFILE

The Tata Group of Companies has always believed strongly in the concept of

collaborative growth, and this vision has seen it emerge as one of India's and the

world's most respected and successful business conglomerates. The Tata Group has

traced a route of growth that spans through six continents and embraces diverse

cultures. The total revenue of Tata companies, taken together, was 67.4 billion USD

(around Rs319,534 crore) in 2009-10, with 57 per cent of this coming from business

outside India. In the face of trying economic challenges in recent times, the Tata

Group has steered India’s ascent in the global map through its unwavering focus on

sustainable development. Over 395,000 people worldwide are currently employed in

the seven business sectors in which the Tata Group Companies operate. It is the

largest employer in India in the Private Sector and continues to lead with the same

commitment towards social and community responsibilities that it has shown in the

past. The Tata Group of Companies has business operations (114 companies and

subsidiaries) in seven defined sectors – Materials, Engineering, Information

Technology and Communications, Energy, Services, Consumer Products and

Chemicals. Tata Steel with its acquisition of Corus has secured a place among the top

ten steel manufacturers in the world and it is the Tata Group’s flagship Company.

Other Group Companies in the different sectors are – Tata Motors, Tata Power, Indian

Hotels, Tata Global Beverages and Tata Chemicals. Consultancy Services (TCS),

Tata Communications, Tata

Tata Motors is India’s largest automobile company by revenue and is among the top five commercial vehicle manufacturers in the world. Jaguar and Landrover are now part of Tata Motor’s portfolio.

Page 8: Summer project report by sweta jaiswal biitm

Tata Consultancy Services (TCS) is an integrated software solutions provider with delivery centres in more than 18 countries. It ranked fifth overall, and topped the list for IT services, in Bloomberg Businessweek's 12th annual 'Tech 100', a ranking of the world's best performing tech companies.

Tata Power has pioneered hydro-power generation in India and is the largest power generator (production capacity of 2300 MW) in India in the private sector.

Indian Hotels Company (Taj Hotels, resorts and palaces) happens to be the leading chain of hotels in India and one of the largest hospitality groups in Asia. It has a presence in 12 countries in 5 continents.

Tata Global Beverages (formerly Tata Tea), with its major acquisitions like Tetley and Good Earth is at present the second largest global branded tea operation.

When Jamsetji Tata gave shape to his vision of nation building by forming what was to become the Tata Group in 1868, he had envisaged India as an independent strength – politically, economically and socially. In order to become a force that the world has to reckon with, the Tata Group has always ventured into path breaking territory and pioneered developments in industries of national importance.

Nation building

As a policy, the Tata Group Companies promote and encourage economic, social and educational development in the community, returning wealth to the society they serve. Two-thirds of the equity of Tata Sons is held in philanthropic trusts that take care of endowments towards improvement programmes in these spheres.

Through the years, the Tata Group has been amongst the most prestigious corporate presences in the world governed by its principles of business ethics. Its foray into international business has been recognised by various bodies and institutions. Brand Finance, a UK based consultancy firm after a recent valuation of the Tata brand at $11.22 billion has ranked it 65th among the world's top 100 brands. In Business Week magazine's list of the 25 most innovative companies the Tata name appears 13 th and The Reputation Institute, USA has evaluated the Tata Group as the 11th in a global study of the most reputed companies.

In the road ahead, the Tata Group is focusing on integration of new technologies in its operations and breaking new grounds in product development. The Eka supercomputer had been ranked the world’s fourth fastest in 2008 and the launch of

Page 9: Summer project report by sweta jaiswal biitm

the Nano has been a benchmark for the auto industry specifically and the economy in general.

With a holistic approach in all its business operations, a loyal and dedicated workforce and its rooted belief in value creation and corporate citizenship, the Tata Group is always ready to realise its vision and objectives. The challenges of the future will only help to enhance the Group’s performance and transform newer dreams to reality.

Page 10: Summer project report by sweta jaiswal biitm

CORPORATE SUSTAINABILITY

Regarded globally as a benchmark in corporate social responsibility, Tata

Steel's commitment to the community remains the bedrock of its hundred

years of sustainability. Its mammoth social outreach programmed covers

the company-managed city of Jamshedpur and over 800 villages in and

around its manufacturing and raw materials operations through uplift

initiatives in the areas of income generation, health and medical care,

education, sports, and relief

The Company, fully conscious of its responsibilities to the future

generations, has always taken pro-active measures to ensure optimum

utilization of natural resources. This is reflected in the ISO-14001

certification that all its operations have achieved for environment

management. The SA 8000 certification for work conditions and

improvements in the workplace at the steel works in Jamshedpur, along

with its Ferro Alloys and Minerals Division, is a reiteration of its

commitment towards the Company's employees. Tata Steel has pioneered

numerous employee welfare measures such as the 8 hours working day

and the three tier joint consultation system of management which have

been the platform for nearly 80 years of industrial harmony in its Steel

Works in Jamshedpur.

Tata Steel has set an ambitious target to achieve a capacity of 100 million

tonne by 2015. Managing Director Balasubramanian Muthuraman

(shortened simply to "B Muthuraman") stated that of the 100 million

tonne, Tata Steel is planning a 50-50 balance between Greenfield facilities

and acquisitions.

Page 11: Summer project report by sweta jaiswal biitm

AWARDS AND RECOGNITIONS Tata Steel India awarded the Deming Application Prize 2008 for excellence in

Total Quality Management. It is the first integrated steel company in the

world, outside Japan to get this award.

World Steel Dynamics has ranked Tata Steel as the world's best steel maker

(for two consecutive years) in its annual listing in February 2006.

Tata Steel has been conferred the Prime Minister of India's Trophy for the

Best Integrated Steel Plant five times.

It has been awarded Asia's Most Admired Knowledge Enterprise award five

times in 2003, 2004, 2006, 2007 and 2008.

Conferred the prestigious Global Business Coalition Award for Business

Excellence in the Community in recognition of its pioneering work in the field

of HIV/ AIDS awareness.

Tata Steel works has been conferred the prestigious social accountability (SA)

8000 certification by social. Accountability international (SAI), USA. It is the

first steel company in the world to receive this certificate.

Corporate Sustainability Report of Tata Steel hailed by United Nation's

Environment Programme (UNEP) and Standard and poor as strongest,

submitted by any corporate house from emerging economies.

Best governed company Award 2006 for setting high standards in governance

practices.

Page 12: Summer project report by sweta jaiswal biitm

VISION AND VALUES

Our vision is to be the global steel industry benchmark for value creation and

corporate citizenship.

We will achieve our vision through:

Our conduct, by fostering teamwork, nurturing talent, enhancing leadership

capability and working together with pace, pride and passion.

Our offer, by developing leading-edge solutions in technology, processes and

products.

Our people, by becoming the supplier of choice, delivering premium products

and services, and creating value in close partnership with our customers.

Our innovation, by providing a safe and healthy workplace, respecting the

environment, caring for our communities and demonstrating high ethical

standards.

Founding Principles

Since its formation by Jamsetji Tata in 1868, the Tata Group has consistently

been run according to the principle that the wealth it creates should be

returned to society. Jamsetji Tata believed that ‘the health and welfare of the

employees are the sure foundation of our prosperity.’

The Group’s stated aim is ‘to improve the quality of life of the communities we

serve.’ This is demonstrated constantly by its businesses through their

contributions to the communities of which they are part – now in over 80

countries around the world.

Page 13: Summer project report by sweta jaiswal biitm

Two thirds of the equity of Tata Group’s holding company, Tata Sons, is held

by philanthropic trusts. Over the decades, these trusts have benefited a vast

range of medical, academic, social and cultural projects and institutions.

Tata Steel was one of the main foundations on which this pioneering industrial

group has continued to grow around the world.

Our Values

The Tata Group has always been driven by five core values:

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.

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 be responsible and responsive 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.

Goals

The Tata Steel Group is proud of its performance culture. We are committed to the

pursuit of challenging targets, and to safety, environmental protection, continuous

improvement, openness and social responsibility in every aspect of our business

around the world.

Page 14: Summer project report by sweta jaiswal biitm

We have set ourselves four key corporate goals to achieve by 2012:

Value creation : Deliver a 30% return on invested capital (ROIC)

Safety : Achieve an industry leadership position by driving down our lost

time injury frequency rate (LTIF) to a maximum of 0.4 incidents per

million hours worked

Environmen t: Reduce carbon dioxide (CO2) emissions to less than 1.9

tonnes per tonne of crude steel (t/tls)1

People : Rank as an employer of choice in the top quartile across all

industries.

Page 15: Summer project report by sweta jaiswal biitm

Tata Steel - Product Profile

• Steel

• Hot Rolled Coils and Sheets

• Cold Rolled and Galvanised Coils and Sheets

• Wire Rod Coils

• Rebars and Light Structurals

• Forging Quality Steels

• Semis

• Tubes

• Precision tubes

• Black/Galvanised tubes

• Bearings

• Ball bearings

• Engineering Equipment

• Steel plant equipment

• Non-ferrous plant equipment

• Material handling equipment

• Rings and Agrico

• Bearing Rings

• Automotive forgings

• Agricultural implements

Page 17: Summer project report by sweta jaiswal biitm

TATA SHAKTEE

Tata Shaktee is Tata Steel's flagship brand in the field of galvanized corrugated

sheets. Launched in the year 2000, the brand has recently completed 10 years of its

journey. Over the years, TATA Steel has altered the landscape of the roofing industry

in India. The company has been a pioneer in the field of manufacturing superior

quality TATA Shaktee Galvanised Corrugated (GC) sheets. Manufactured with world

class technological expertise, these GC sheets are stronger and longer lasting than any

other ordinary GC sheets. TATA Shaktee GC Sheets are not only made of virgin steel

processed at TATA Steel's state-of-the-art Cold Rolling Mill but also have uniform

Zinc coating on them, which gives them the required strength in fighting the weather

and to last longest. Living up to the company's assurance of good quality and

trustworthy products, these sheets are manufactured to exact parameters of thickness,

length, width and Zinc coating as per the specified requirements. In addition to this,

TATA Shaktee GC sheets are ISI certified under Bureau of Indian Standards (BIS).

(IS 277) All in all, TATA Shaktee GC sheets give more value for money and are the

best choice for anyone looking for a product that will perform year after year.

Page 18: Summer project report by sweta jaiswal biitm

WHY TATA SHAKTEE GC SHEETS?

Page 19: Summer project report by sweta jaiswal biitm

TATA SHAKTEE GC SHEETS EDGE

GC Sheet Attributes Tata Shaktee GC Sheet Ordinary GC Sheet

Hardness in Roofing Sheets

Accurate tempering resists cracks and fissures.

Uneven tempering causes cracks during installation.

Tensile Strength High tensile strength resists external forces.

Low tensile strength results in damage and dents.

Zinc Adherence Superior technology and process control leads to cleaner steel surface that enhances sheet life.

Inferior and outdated technology results in unclean steel surface leading to Zinc peel-off and reduced sheet life.

Zinc Coating Technology

Uniform 120 gsm Zinc coating through 'Feed Forward X-Ray Coating Gauge' ensures even surface protection.

Non-uniform Zinc coating causes parts of GC sheet to corrode faster.

Zinc Mass Correctly printed thickness and Zinc coating on sheet assures true value for money.

Low Zinc coating, not verifiable through naked eye while buying new GC sheet, results in lower sheet life.

Overlapping Even corrugations ensure Perfect overlapping that results in a neat roof structure.

Uneven corrugations lead to gaps in overlapping that ensures a badly fabricated roof and poor weather proofing.

Physical Dimension Length of sheet equal or more than standard specified length.

Length of sheet lower than standard specified length.

Chromating Usage of the best and adequate chromate solution prevents formation of white rust.

Inadequate chromate solution results in formation of white rust.

Thickness Thickness of the sheet is equal to or more than the standard specified thickness printed on the sheet.

The thickness printed is very often incorrect and lower to the standard specified thickness.

Packaging Packaged with Blue Woven HDPE (450 microns) and LDPE (250 microns) plastic and shielded by the edge protector that preserves sheet quality.

Ordinary sheets are packaged in a poor quality plastic that results in damage to sheets.

Pricing The Recommended Consumer Price (RCP) ensures that prices are uniform and transparent across the state.

Pricing of ordinary GC sheets is opportunistic and unfair, which means that prices are unstable andprone to opportunism

Distribution Network A network comprising 3500 A poor distribution network in absence of distribution

Page 20: Summer project report by sweta jaiswal biitm

dealers and 28 distributors ensures excellent and regular supply.

guidelines results in irregular supply of GC sheets.

Why roofing solution?

(a) Scarcity of time with customers

Page 21: Summer project report by sweta jaiswal biitm

(b) Economical as in most cases the multiple agencies involved in doing

estimation, fabrication and sheeting , increase the labor cost and quality of the

work

(c) Less rework

(d) Hassle free service to customer

(e) After sales service

(f) Robust and quality work

Roofing Solution guidelines

Standard offer: Tata Shaktee GC sheets or Durashine Colour coated sheets

o Purlin: Tata Structure pipes/ Durashine C/Z purlin

o Ridge Caps

o Gutters

o Gable Flashing

o Self-drilling Fasteners

o Communicate assured timelines

o Rate to be quoted in per square feet

o Fabricator will not provide BoM directly to customer. He will pass on the BoM to dealer. Dealer will give the BoM to Customer.

o Cost break-up to be provided in terms of material cost & Service cum installation cost only.

Page 22: Summer project report by sweta jaiswal biitm

o Service Cum installation charges to include Transportation + unloading cost, fabrication + labour cost, One-year maintenance charges & Dealer margin

o Site visit and Consultancy charges will be charged to customer to eliminate Bogus customers.

o Use of safety equipment.

BENEFITS TO THE CUSTOMERS The customers will be provided with the complete roofing

solution.

House will be built at a low investment with best raw materials.

Tata Steel is a trusted company so customers have full confidence that they will be provided with the best engineering practices in the whole project.

Dealer would stock the entire range of products: Single destination for roofing products.

Service of well trained & certified fabricators.

Power of a reputed brand the offer.

Best Quality branded accessories are part of the Standard offer.

Assured Job completion schedule.

Page 23: Summer project report by sweta jaiswal biitm

Significant role of fabricators in this model

Face of the brand

Provide uniform standard of service as per guideline

Fabrication using modern accessories and equipments

High level of workmanship

Page 24: Summer project report by sweta jaiswal biitm

BENEFITS TO DEALERS

Page 25: Summer project report by sweta jaiswal biitm

OVERVIEW OF FABRICATORS LOYALTY PROGRAMME

Page 26: Summer project report by sweta jaiswal biitm

OBJECTIVES

TATA Shaktee GC sheets give more value for money and are the best choice

for anyone looking for a product that will perform year after year.

The Club Shakteeman main objective is to provide a complete roofing solution

to the customers.

Secondly, it will give a distinct recognition to the fabricators working for the

company.

Nowadays the families are being nuclear, where people demands house that

has low investment. The Club Shakteeman with the dealers provides a

complete house to the people on the basis of their level of investment.

TATA Shaktee GC sheets are serving for the last 10 years. Competitors are

taking away the market shares slowly. To rule the market with a higher

number of shares the company has planned to launch “Club Shakteeman”, so

that the company can provide extra service to the customers..

Page 27: Summer project report by sweta jaiswal biitm

TATA Steel has always been a responsible company towards the society and

the people. Keeping this in mind the Club Shakteeman is going to provide a

respectful job to the fabricators who doesn’t have a strong identity.

People have a strong believe on TATA and this believes is turned into reality

by proving the customer the best GC sheets with a complete roofing solution

by the launch of the “Club Shakteeman”.

RESEARCH PROBLEMThough Tata Steel is the largest manufacturer of steel in the country, there has not

been much focus on the after sales service related to the selling of roofing products

like Tata Shaktee, Durashine. Therefore the market knowledge about this service was

incomprehensible for the future exploration. The management was interested to know

whether apart from buying the sheets are customers really interested to buy complete

roof if offered by Tata Steel. Complete roof means making the entire roof of the

customers from structure to sheeting.

This management objective was transformed into the management problem:

“Market study on the need of complete roofing solution in the metal roofing segment”

The problem was to be answered not only in terms of the quantitative aspect but also

in terms of the qualitative aspect to seek information about the consumption pattern,

product and service requirements, brand awareness and perception of Tata Steel in the

mind of the customers.

Page 28: Summer project report by sweta jaiswal biitm

The right answer to this problem would help Tata Steel to locate the target segment

and decide if it is viable to provide the customers with the complete roofing solution.

RESEARCH OBJECTIVES

To study the market need for complete roofing solution

To understand the point of view of the dealers regarding roofing solution

To record the fabricators views on the roofing solution

To make the customers understand roofing solutions and record their views on it.

Page 29: Summer project report by sweta jaiswal biitm

To propose a model for the roll out of the complete roofing solution based on the views of the customers, dealers and fabricators.

QUESTIONNAIRE DESIGN

The ultimate and most important effect of marketing intelligence is reflected in

business decision making. To get the right information to make the right decision, one

has to ask the right question to the right audience. Questionnaire construction is

properly regarded as a very imperfect art. The questionnaire was constructed

appropriately keeping the target respondents in mind.

Three different questionnaires were prepared for the dealers, fabricators and

customers respectively. The questionnaires started with administrative questions

which were used for collecting identification information. These questions were filled

by directly asking the respondents face to face and sometimes by gathering

information from the dealers.

Then we had investigative questions to get the responses from dealers, fabricators and

customers based on their past experience and their future plans.

Page 30: Summer project report by sweta jaiswal biitm

A major part of all the three questionnaires consisted of measurement questions which

were basically closed ended like dichotomous questions which seek Yes/No

response, multiple choice and multiple rating scale. Multiple rating scale was used to

collect the feedback of the dealers, fabricators and customers on quality and service of

Tata Steel and its competitors. The subjective or open ended questions whose

variables were recorded from the respondents were later transformed in the form of

multiple choice questions. Likert scale was also used to measure the satisfaction level

of the respondents. Paired comparison was also used.

SAMPLE DESIGN

Target Population

Element: The information was mainly collected from the dealers, the head fabricators

and the customers

Sampling Unit: The sample consisted of mainly the authorized dealers of Tata

Shaktee, Durashine in southern Bengal. The respective fabricators of the dealers were

also taken into the sample and the customers of these dealers were also taken.

Sampling Frame: The references of the dealers were taken from the authorized

distributor of Tata Shaktee, Durashine in West Bengal. The database of the fabricators

and customers were being provided by the dealers.

Sampling Technique: The sampling technique used here was Quota sampling as we

had covered the respondents only in the southern part of West Bengal.

Sample Size: The sample size consisted of 20 dealers, 32 fabricators and 18

customers.

Page 31: Summer project report by sweta jaiswal biitm

DATA COLLECTION

Data are of two types: Primary data and Secondary data. As we had no secondary data

available with us we collected primary data by going directly to the field for close to

six weeks. About 20 dealers, 18 customers and 33 fabricators were covered the details

of which are being given on a separate data sheet.

The final data has been also compiled in a data sheet which can be easily accessed in

the future. It is in the form of an excel sheet. The data has been compiled in the form

of pie- charts and bar diagram which has been shown in the analysis portion. The

analysis portion is being divided into three portions- dealers report analysis,

fabricators report analysis and customers report analysis.

Page 32: Summer project report by sweta jaiswal biitm

DATA ANALYSIS

Data of any form has to be given a right platform to make a meaningful understanding

for the decision makers. As mentioned above the data has been maintained and

recorded in the excel sheet. The data has been compiled and arranged in tabular and

graphical forms. The graphical form includes pie-charts, bar diagrams and tables for

quick reference. Graphs have been used for analysis part.

In some places the likert scale has also been used and the data recorded has been

transformed into pie-charts to show the satisfaction level of the customers.The bar

diagrams have been used to compare the records of the respondents. All the details of

the dealers, fabricators and customers have been recorded in the data sheet in excel

format.

The analysis portion has been divided into three categories- Customer report analysis,

Fabricator report analysis and Dealer report analysis given below.

Product range includes: DURASHINETM Roof, DURASHINETM Wall,

DURASHINETM Steel Tile Roof, DURASHINETM Purlin, DURASHINETMTypical

Accessories

Page 33: Summer project report by sweta jaiswal biitm

FABRICATOR REPORT ANALYSIS

The total number of fabricators in the sample was 746.A. Upon asking the fabricators about how many years of experience they have

working in this field, 55% of the fabricators said that they have more than 15 years of experience, 24% of the fabricators said that they have 10-15 years of experience, 15% of the fabricators said that they have 5-10 years of experience and 6% of the fabricators said that they have less than 5 years of experience as a fabricators. The pie chart has been given below.

Page 34: Summer project report by sweta jaiswal biitm

Inference; Most of the dealers have experienced fabricators. More experienced fabricators means quality work can be imparted to customers and it would be easier for these fabricators to train.

B. When the fabricators were asked that what has been their maximum area of

sheeting, 21% of the fabricators replied that it is upto 1000 sq ft, 46% of the

fabricators replied that it is upto 2000 sq ft, 15% of the fabricators replied that

it was upto 5000 sq ft, 9% of the fabricators replied that it was upto 10000 sq

ft, 95 of the fabricators replied that it more than 10000 sq ft. The pie chart

depicting the figures has been shown below:

Page 35: Summer project report by sweta jaiswal biitm

Inference: This pie chart shows that a majority of the fabricators work on small

scale projects which are mainly under the area bracket of 1000 to 5000 square

feet. Most of the fabricators do not want to do projects which involve bigger areas

i.e. more than 5000 square feet as they do not have the proper training to do so. So

training of the fabricators is an important aspect of roofing solution.

C. When the fabricators were asked whether they only fix roofs or structure or

both, 97% of the fabricators said that they do both sheeting and structure and

only 3% of the fabricators said that they do only sheeting. The bar diagram

has been depicted below:

Inference: As almost all of the fabricators can do both the sheeting as well as

structural work, so the fabricators can be pooled together according to their

respective dealers and train them properly so that they provide better quality work

to the customers.

Page 36: Summer project report by sweta jaiswal biitm

D. When the fabricators were asked about the number of roofing solutions they

had provided in a year, 50% of the fabricators said that it was between 20-30,

16% of the fabricators said that it was less than 20, 6% of the fabricators said

that it was between 30-40, 28% of the fabricators said that it was above 40.

The pie chart has been shown below:

Inference: It can be said that a majority of the fabricators are providing 20-30

roofing solutions per year which can be increased with proper training and linking

them to the dealers.

Page 37: Summer project report by sweta jaiswal biitm

“CLUB SHAKTEEMAN”

Page 38: Summer project report by sweta jaiswal biitm

THE FABRICATOR MEMBERSHIP

The Fabricator Loyalty Programme would extend to fabricators categorised into two tiers:

TIER 1

Fabricators who

will be the members

TIER 2

This will have

fabricators who

Page 39: Summer project report by sweta jaiswal biitm

of Club Shakteeman. would be

categorised as Star

Fabricators (i.e.

those fabricators

who would be part

of Club

Shakteeman)

REGISTRATION FORM

Page 40: Summer project report by sweta jaiswal biitm

MEMBERSHIP CRITERIA

Page 41: Summer project report by sweta jaiswal biitm

Tier membership eligibility will be guided by a pass book system of recording purchases and it will be based on the quantity of purchase.

To start off with, pass books will be issued to all the fabricators. (We have database of 746 fabricators)

The scheme period will extend from Sept’11-Feb’12

After the scheme period, transactions recorded in the pass book will be computed. This will help to categorize fabricators into both tier 1 and tier 2.

Pass Book Slab

Page 42: Summer project report by sweta jaiswal biitm

The reward points will be based on the purchase details of the fabricators in terms of the number of sheets. Each sheet may be valued at Rs 2/- and taking 1 sheet = 30 sq. ft.

Number of Sheets purchased Value of gifs (Rs)

600 – 1000 1200 – 2000

1000 – 1500 2000 – 3000

1500 – 2000 3000- 4000

2000 – 4000 4000 – 8000

Page 43: Summer project report by sweta jaiswal biitm

Pass Book Design (Outside)

Passbook Design (Inside)

SHOP BRANDING

Page 44: Summer project report by sweta jaiswal biitm

PROMOTION SUPPORT

Page 45: Summer project report by sweta jaiswal biitm

TESTIMONIALS

Page 46: Summer project report by sweta jaiswal biitm

“Mein jaanta hun ki Tata ki quality bahut achhi hai, par usko khareedne ke liye paise kahan se laaun. Bahut mehnat karke do waqt ki roti naseeb hoti hai”

..... Sanket Das, Ganjam Dist. Orissa

“Apne naye ghar mein maine Tata Shaktee GC sheet lagayee hai kyunki main sirf Tata ki quality pe hi bharosa karta hun”

.....Debashish Mandal, Malda Dist.,West Bengal

“RCP ke hone se hum Tata ki sheet ka sahi daam jaan patey hain. Dealer kabhi humein dhokha nahi de sakta”

....Som Misra, Phoolbani Dist. Orissa

RECOMMENDATION MAINTENANCE

Storage:

Due to capillary action, moisture easily enters between the surfaces of stacked sheets.

In areas of high humidity, wind takes them between the sheets. The trapped moisture

between the sheets cannot evaporate easily leading to deterioration of the surface

coating, a phenomenon known as White Rusting. This leads to reduced life of sheets

and poor appearance. In areas of high humidity levels, it is advisable to have exhaust

fans to reduce humidity level inside the sheet storage point. If the sheets are not

Page 47: Summer project report by sweta jaiswal biitm

required for immediate use, it should be stacked neatly and clear of the ground at

covered space. It is advisable to protect them with waterproof covers.

If stacked sheets become wet, separate it without delay, wipe it with a clean cloth or

saw dust and stack it under sun till it dries thoroughly.

Marking, cutting and drilling during installation:

Avoid usage of black pencils, i.e. lead pencils; to mark a galvanized surface as the

graphite content can create an electric cell when wet and this may cause deterioration

of the finish of surface. One can use colored pencils or a fine felt-tipped marker.

For cutting thin metal sheets:

It is recommended to use a hand or electric saw with a metal-cutting blade since it

produces lesser damaging metal particles and burr on the sheets.

Holes on the sheets;

Holes should be made by drilling. Use of punch in making holes should be avoided as

it may not produce a clean cut hole and may even damage the profile of the sheet.

Maintenance:

Besides roof design and the environment, maintenance also plays an important role on

the life of a roof or wall.

Maintenance includes the following:

Preferably, washing should be done at least every six months and more frequently in

coastal areas where moisture in atmosphere contains high level of salt. Washing of

roof is also recommended in areas of high industrialization, which have higher

content of oxides of sulphur, nitrogen and chloride salts along with humidity in the

air.

Regular inspection of roofs and walls for problems before they become major

corrosionsites.

Page 48: Summer project report by sweta jaiswal biitm

Removal of foreign particles such as leaves and debris from gutters and flashings.

Keep Wall Claddings free of soil, concrete and debris near the ground.

Contact with incompatible material:

To enhance life of galvanized steel sheets, it is important to note its compatibility with

other commonly used material in construction. Contact with some non-compatible

material and even water or moisture flowing from such material can adversely affect

the life of the sheets.

GENTABLE- 1: LIST OF NON-COMPATIBLE MATERIALS

Incompatible Materials

Limestone (commonly used in coloring cement walls)

Pesticides

Wet and dry concrete

Soils

Lead

Copper

Uncoated steel

Carbon (in pencils and some rubbers)

Chemically treated wood or plywood

Materials having excessive moisture content

(Non-seasoned timber, bitumen sheets and washers)

Note: The list mentioned above is not exhaustive. In case of doubts on compatibility

of other products being used with roofing sheets but not mentioned above, kindly seek

advice from the manufacturer of Galvanized roofing sheets.

THE BENEFITS THAT CAN BE GIVEN TO THE FABRICATORS

The points accumulated, based on the pass book purchase entries, will be

linked with reward schemes and other benefits.

Member fabricators (Tier 1) ,based on their points accumulation will be

entitled to benefits like –

Page 49: Summer project report by sweta jaiswal biitm

1. Medical Insurance/ Health Insurance :- Fabricators are mostly poor people and

they can not afford to have Medical Insurance, which is very essential for

them because of the nature of their work. They can easily get ill due to

excessive heat or rain during their work on roof. So it will help them as well as

their family will be benefited from this.

2. Purchasing coupons :- Some fabricators are so poor that they can not afford

some very essential consumer goods. So company should provide them some

purchasing coupons which will help them to buy those things.

3. T-Shirts with TATA Roofjunction Advertisements :- Every fabricators should

be provided a couple of T-Shirts with TATA Roofjunction advertisements on

them. This will make them happy as well as company can promote his Brand.

4. Hats with TATA Shaktee Logo :- Fabricators work on roofs and sometimes

they feel ill due to excess heat of Sun-ray. So a hat with TATA Shaktee logo

will help them to shed their heads from sun-light as well as it can promote the

Brand.

Tier 2 fabricators based on their accumulated points, will be entitled for

redeeming their points against gifts in addition to the benefits enjoyed by Tier

1 category of fabricators.

5. Holiday trips will be provided :- Star fabricators should be provided with free

holiday trips as it will help to entertain them with their family as well as

motivate them to work more with TATA products.

6. Gold coins will be provided :- Gold prices are going higher day by day, so it is

hard to possess gold as an asset to middle class and lower class people.

Fabricators are mostly of those class people. So gold coins for hard work, will

be very appreciable to the fabricators and this will motivate them a lot.

SUPPORT COMPANY CAN GIVE

A. Events and workshops can be organized where the fabricators are given knowledge and training about the kind of work they have to perform.

Page 50: Summer project report by sweta jaiswal biitm

B. Proper visual programs can also be organized so that they can see and learn the method of working on GC sheets efficiently.

C. The fabricators can be provided with latest equipment so that they can work properly giving the best finishing to the roofing.

D. Free education can be provided to their children and scholarships can be provided for higher studies.

E. Proper uniform and identity cards can be given to the fabricators so that they can carry and hold their own identity their at work place.

F. Travelling and Food allowances can be provided.

G. Fabricator rewards program: Reward points for every Roofing solution project executed.

H. Membership card to fabricators: As a proof of credentials.

I. Plant visit, Training Sessions & Fun trips

CONCLUSIONS

After the extensive survey conducted in the market and speaking to distributor,

dealers and fabricator , I believe the initiative by TSL to offer Complete Roofing

Solution in the steel roofing market is a step in the right direction and will go a long

way in securing the customer delight and ultimately share of business.

Secondly,after going through the data and fabricators form it was found that most of

the fabricators are self employed and they can be brought under one roof named

CLUB SHAKTEEMAN.

Club Shakteeman is the next step taken by TSL to move one step further than its

competitors.This will given recognition to the fabricators and will be a service to the

customers in the roofing solution.

Page 51: Summer project report by sweta jaiswal biitm

SOME PROJECT PICTURESAt Jyotirmoyee Knowledge Park, for meeting a customer.

Page 52: Summer project report by sweta jaiswal biitm

At IIT, Kharagpur for meeting a fabricator.

Page 53: Summer project report by sweta jaiswal biitm