BUILDING AN

ORGANIZATION INTO A
BAND
TEAM INDRIYA

AMAN DHIMAN, PRIYA JAIN, VIVEK BANSAL,

AAKASH CHHAWCHHARIA, KARTHIK REDDY

IIM SHILLONG
 “VALUES STRONGER THAN STEEL” – TATA STEEL

TATA STEEL In The News Community Initiatives

#WeAlsoMakeTomorrow

Highest EBIDTA, Growing Green Initiatives, Anti Plastic

 Create solutions that make
Employment, O2 production Initiatives, Covid Vaccination
a positive difference to Initiatives etc.
society, a future that is more for the pandemics
humane, and a lot more
livable

TATA STEEL
Vision

INVESTORS
Providers of financial
resources essential to
fund growth.
EMPHASIS
AREAS
• Focus on strong
operating and financial
performance
• Focus on highlighting
ESG commitments and
disclosure
COMMUNITY
Earning social license to
operate from communities
and enhancing
organization's reputation
as a responsible corporate
EMPHASIS
AREAS
• Public infrastructure facilities
and public amenities
• Conservation of tribal culture
• Women-centric leadership for
comprehensive rural
development
Who are the Stakeholder?
CUSTOMERS
Reason for any business to
exist; customers provide us
an opportunity to build
long-term mutually
beneficial relationships
EMPHASIS
AREAS
• Health, Safety and Product
Solutions
• Embed sustainability in
supply chain
MEDIA
Reaching out to society and
various stakeholders to
communicate about the
brand’s vision and initiatives,
and drive corporate equity
EMPHASIS
AREAS
• Health, Safety and Product
Solutions
• Sustainability – process and
products
• Circular economy
VENDOR
PARTNERS
Provide us operational
leverage to optimize value
chain, be cost-competitive,
sustainable and exceed
customer expectations
EMPHASIS
AREAS
• Embed sustainability in
supply chain and promote
responsible sourcing and
circular economy
GOVT BODIES
Ensure business continuity
through compliance with all
necessary legislations and
regulations
EMPHASIS
AREAS
• Strategize action for
working towards low-
carbon growth through use
of cleaner fuels, resource
and energy efficiency
EMPLOYEES
Key to the success of our
business; their efforts are
instrumental in delivering
our strategies and for
sustained business growth
EMPHASIS
AREAS
• Talent retention
• Local sourcing of labour
• Welfare practices for non-
officers
INDUSTRY
BODIES
Engage with government
and regulators to represent
concerns of the industry
and develop common
solutions
EMPHASIS
AREAS
• Ensure health, safety and
human rights of all
stakeholders
• Manufacturing, mining,
trade, quality and finance
 BRAND MOTIVATION
Construction and Support the
infrastructure, manufacturing and
automotive, packaging fabrication sector of
and engineering. the country

A global leader in Steel Geographically-diversified

industry by setting steel producers, with
benchmarks for value operations and
creation and corporate commercial presence
The Consumer citizenship

The Company
across the world.

What is the
Brand
Motivation? Integrity : Fair, honest, ethical
and transparent in their conduct
Attain leadership position Unity : Invest in our people and
in adjacent businesses. partners, enable continuous
learning.
Responsibility : Integrate
environmental and social
Adhering to the principles. Contribution
growing needs of
towards the
manufacturers by
creation of a
offering new
sustainable society.
products.
 Branding Organizations: Existing Practices
Adapt like LEGO to
better understand
Legacy Companies your customers and
be present on more
channels
so they can easily
interact with you
Connect with your
customers
New Age Companies emotionally through
your digital content
and build brand “like
Cadbury did.
Innovate like
Volkswagen to create Have a killer social
hyper-personalized, media strategy that
integrated, connected, encompasses brand
and seamless awareness, personalized
experiences for your experiences, and customer
customers in your digital services – Just Do It!
ecosystem
Netflix has evolved Redbull focuses on the
from a DVD site to idea that their product
a Internet TV company. gives people the
The product, marketing, “wings” or energy they
and consumers continue need to do whatever
they want when they
as teams work to deliver want.
a brand.
 The Complete Road Map
Brand Audit Questionnaire- to
understand existing perception of Competitor Research Focus on differentiation
brand
Brand Strategy
Differentiating, trustworthiness of
your products and likeability by
the customers

Develop brand creative

elements logo, Website
Brand Identity
Conveying your message to public
through some visual, messaging and
experience

Identify target audience and

engaging with them

Brand Marketing
Bring awareness to products or services
by connecting values and voice to the
right audience through strategic
communication
Social Media Marketing
Streamline Supply chain Process Continuous Feedback and
improvement
 Key Performance Indicators – Brand Tracking

Best Case Neutral Case Worst Case Financial Non Financial

Market may not have
Customer exactly a consistent view or Unable to Market Share Conversation Rate
understand what impression of your Percentages of visits from any
communicate with Proportion of company sales
company deliver. It is product and company, mode that results in sale
prospects and in comparison to the industry
easy to engage with but in general, you convince them to
new customer think it’s positive buy.
Cost per acquisition Website Activity
How much cost incurred to Number of visits, session
acquire one customer or sales duration, average time spent
on a page
Position product
as the most Customer lifetime value
convenient will Avg total purchase by customer Ad Click and Social Mentions
automatically Times a brand actively mentioned on
during the course of their interactions
attract customer. social media channels
Eg. Easily with the company
availability
Finding your perfect ROI of the brand
spot Connect your Making How financially the investment has Net Promoter Score
potential purpose of faired, comparing the return to the
your customer % Promoters- % Detractors
customers with total capital invested
the existing for buying your
customers products as
through a your own
forum purpose

Detractors Passives Promoters

THANK YOU