TATA STRUCTRA

TATA STRUCTRA HISTORY

Tata Steel’s long-term commitment towards providing solutions to the construction and the infrastructural needs
of the country, as also with a view towards equipping the architect , engineering and the consultant fraternity
with a new age and a contemporary construction product – the new brand of Tata Structura was launched .

Tata Structura was launched at the AEC Expo at Mumbai on 14.12.05 by Mr.Anand Sen , Vice President (Flat
Products ) ,Tata Steel , in the presence of the glitterati of the architect ,consultant and engineering fraternity
nationally and internationally and showcased innovative usages of the product through structures made out of
steel hollow sections by such renowned architects and designers like Hafeez Contractor , Ajantha and Ravi Sen
Pooviah , Dhananjay Dake ,Sen Kapadia and Sameep Padora .While dedicating the brand to the architect ,
engineering and consultant fraternity , Mr. Anand Sen commented that there was a need to take rapid strides in
the construction sector in view of the burgeoning population and hence the need for more and more habitable
spaces . The construction sector today constitutes about 7% of India’s GDP and is growing at the rate of 7- 8 %
every year.
SOCIAL
MEDIA MARKETING
FACEBOOK (111,008 FOLLOWER)
INSTAGRAM(512 FOLLOWERS)

TATA
STRUCTRA
 Defining goal
Defining goal
The main goal of the project is to increase the
followers of the facebook page . It will have few
automatic sub goals as in Brand awareness, link
building for our website , better seo ranking also
if not any conversion using the increased traffic
of the social media and the website
As we can see current followers on facebook
111,008 followers
And on Instagram
512 followers
So we need to work on this and prepare strategy
 REACH OUT TO OUR TARGET AUDIENCE
CREATING AN AD CAMAPIGN

THE FIRST STARTEGY BEHIND CREATING AN AD CAMPAIGN IS TO

SET OBJECTIVE FOR OUR AD

MAIN OBJECTIVE
BEHIND CREATING AN AD CAMPAIGN IS TO SET 2AD SET OBJECTIVE
BRAND AWARNESS
ENGAGMENT
WHY TO CREATE AD OBJECTIVE BEHIND THIS??? BRANF AWARNESS AD-
our Main objective behind creating this ad to make our target audience aware about new launch product
( tata structra z+) and make competitive advantage related to this in our ad
And any other new product or product which is less in demand the advantage and benefits related to
each tata structra products and make all enginner , architect and home builder aware about each and
every produt benefits and specifictions.
ENGAGEMENT-Main goal is to make our target audience to our landing page(tata structra) and make our
follower engage on our page to get more reaction on our post and increase more interaction on our page
SETTING BUDGET FOR OUR AD CAMAPIGN

Tata structra-108,676 follow our page

But maximum interaction which we are getting on our post is not more than 300 likes ( not
even 1% people of our followers ) so our target is make our follower engage so that they can
like share and comment on our post for that we need to create engagement video of tata
structra with multiple design of tata structra and past project
 
After setting our camapaign objective ,
our next strategy would be to work on ad schedule as it our first ad campaign so it will
be better if we check on A d Analytics for 1 week and accordingly we would plan our
budget so if we run our ad campaign for 1 week . our target to spent atmost rs 1000 per day
for running our ad campaign . If this ad campaign getting us maximum leads and if it work as
our plan we would shift this daily budget to life time budget . but if not , then would do need
to work on our video ads and increase our target audience reach

MINUMUM BUDGET PER DAY NOT MORE THAN RS

1000 PER DAY
DETAILED TARGETTING

Now our strategy to do detailed targeting based on our audience interest behavior, interest,
demography
We would do our detailed targeting in this way
Demographics> work> industries> architecture and enginnery
Similiary ,
Interest> interior architecture
Interest >civil engineering
Interest> architecture and design
Interest> home builder
So after doing our detailed targeting , it would help to increase our maximum leads
 
Our primary goal would be also to select our user based on our age
Age range should be selected 26-50+
Location- our target ad will be reach to all over india target audience tata structra –the art of
structural steel product and range should reach to all over india architect , engineer, fabricator and
home builders
AUDIENCE REACH
So from our ad strategy by sorting and filtering out all the
possible outcome we can look to that our audience definition is
quite broad
 
And target of potential audience reach is 8.5k- 24k people all
over india.
PLATFORM WHERE WILL CHOSSING OUR AD CAMPAIGN
FACEBOOK AND INSTAGRAM
IT WILL COVER ALL THE TARGET AUDIENCE ON BOTH MEDIA
 USING SOCIAL MEDIA ANALYTICS
After setting up an ad campaign with target audience and reach we can analyze our customer page

It actually help us to find whether ad on conversion are actually creating or not . whether customer are actually interacting on our page or not

This strategy of analyzing social media analytics will help us to understand of who are actually interacting with you on social media but not may be your customer

This tool actually provide goldsmith of information to predict future and analyse and take corrective action if required

Basically it would let us know customer review on our page and what are the customer sentiments on our new advertisement .it help us to keep a check on conversion rate our main strategy as we have planned to get
atmost 47% coversion rate with 8.5k -24k reach per day

Our main goal is too see to get 3 return on investment of what we are spending in creating our ad campaign

We have to track the number of like comment and share we are generating per day with the reach we are creating

Our main target is to get almost 30-40 new leads with the reach of our ad

It is often found that from research that 40% b2b companies often acquired new customer through facebook .

So basically through social media analytics we can see our area of improvement where we need to work on

Basically our strategy is working as we are planned or not .

 ORGANIC AND EASIEST WAY TO REACH TARGET AUDIENCE

The most effective way through which we can target audience

1) Joint group
Our target audience – architects, builders, interior designers, fabricators
So our strategy to join different group related to our target audience and target them
There are several group in facebook
Like architect and design with 376k member
Architect &interior,exterior design & home design having target member
Home design in india -481k members in it
Home builders group with 17k members
 
So our target to joint each group with maximum member and to share our post realted to our design and
interact with them in daily basis
By sharing our post our product video details sharing all the details related to product
Plan will be share to post maximum short video ( not more than 2 minutes) describing about product )
 
So that we can reach maxium people
And to target atleast 10% of total member so that they reach our page
 
COMPETITOR RESEARCH

TATA STRUCTRA LEADING COMPETITOR

• JSW STEEL
• HINDALCO
• STEEL AUTHORITY OF INDIA LIMITE
While analyzing our
competitor page on facebook we found that
• We need to work on cover page need to display
something that is making it different
• Put more video content related to durability of
product
• Like durability of roof ,design and information

• We should connect our facebook page(tata

structra) with Instagram and youtube
• Through facebook page they can also reach to
Instagram