P. ANAND – Chief of Marketing, Tata Steel
The heart of a business success lies in its marketing. How have you been crafting such marketing objectives for your company that your customers find credible and aligned with their values?
The brands of Tata Steel like Tata Tiscon, Tata Shaktee and Pravesh- Steel doors operate in a market in which people invest their life earnings and dreams. We have taken the lead in the development of the categories we operate in with the vision of transforming un-organized commodity market to an organized and branded environment. The brands have pioneered solutions for consumers be it in terms of technological advancement through refined product offerings like SD Rebars, product innovation through downstream product like Superlinks , Footings, Steel and Style and Pravesh and holistic service solutions through recommended consumer pricing , free home delivery , selling by piece and online purchase option.
“Money coming in says I’ve made the right marketing decision”- till what regard do you observe this quote?
While increasing sales is a key indicator of right marketing decision, there are many other key indicators like brand perception, brand awareness, conversion from consideration set to usage set etc. which all play important role in the overall plan.
In an industry so dynamic, how do you comply with respect to changing trends, behavioral pattern and expectations of society?
Tata Steel leverages on the various listening and learning mechanisms (e.g. call centre, consumer meets, Customer Visit Reports and digital engagement forums (e.g. Ask Expert, Ecafez, Website) to understand customer requirements, expectations, current & future business needs and take their feedback. These interfaces provide inputs for the customer insight/need management process. These insights are then collated in a central repository and filtered and analyzed at Business Unit, segmental and customer group level. The respective Business Units work upon these ideas to develop specific action plans to improve customer satisfaction, drive business strategy & growth, new product &service development, enhance customer engagement and design new initiatives.
One thing you wish to change and one thing you wish to retain about your industry.
Consumer involvement in the purchase decision of steel has been traditionally low. Tata Steel through launch of innovative products and services has constantly striven to change this mindset and make homebuilding a joyous process to encourage consumer participation.
How the recognition changes things for you at business as well as personal level?
Awards and recognitions encourage me to set new aspirations from myself both at business and personal level.
Does data play a larger role in media planning (pre-campaign) or in gauging the efficiency of a media plan (post-campaign)?
While there is a lot of primary and secondary data available the challenge is to filter out meaningful insights which can be put into action. By trying to analyse the data of effectiveness of media plan Vis-a-Vis deployment and campaign objective one can identify a pattern which can be used to make future plans.
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