tatasteel case

8/9/2019 TataSteel Case

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Contents

Summary............................................................................................................... 3

Introduction- About Tata Steel........................................................................................4

Tata Steel- Value System...............................................................................................7

Values Stronger than Steel............................................................................................. 7

Advertising Agency & the Campaign................................................................................8

The Launch of the Campaign.......................................................................................10

The need for the campaign...........................................................................................12

Impact of the Campaign..............................................................................................13

References.............................................................................................................. 14

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Summary

Tata Steel launched a ne campaign !Values Stronger than Steel" in order to reach out to

people and reinforce the image of the company dedicated toards social and sustainable

development of the society#

The campaign as launched to shocase and portray that the company as built on high

values and ethics# The employees of the company ere chosen to share their story and tal$

about their personal values and ho it impacts they day to day real life scenario% and also

about the ay Tata Steel has helped them lead their life in a better ay#

The campaign as rolled out in print media as ell as other sources of communication and

as folloed by designing a ebsite hich helped them to ta$e their campaign at a ne level

by utiliing digitiation tool# The ebsite as designed mainly to attract the youth

population of the country and to voice their opinion on values and ethics#

The campaign created a positive impact as the company as able to build a trustorthy

relationship ith its sta$eholders# The company as also able to differentiate itself from the

other steel manufacturers#

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Introduction- About Tata Steel

Tata Steel is one of the pioneers in the steel industry ith its operation in around '( countries#

)*cellence of its people% innovative approach and overall conduct are the things hich sets

the TATA Steel +roup apart% also not to forget its e*tent or magnitude of operations#

)stablished in ,./% TATA Steel is the Asia0s first integrated private sector steel company# It

is among the top ten global steel companies ith an annual crude steel capacity of 1/ million

tonnes per annum# It globally holds the second position in most geographically diversified

steel producers# TATA Steel +roup has recorded a turnover of 2S 3 '4#5, billion in 67 ,4#

8ver these many years TATA Steel has reached heights and has enriched legacy under the

guidance and leadership of 9r :#;# Tata% by creating eect in ?alinganagar% ith stage ise commissioning

e*pected to start by the end of 6inancial 7ear '/,4 @ '/,# The company not only focuses on

its on groth but on the social economic infrastructure needs#

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The vision statement of the TATA Steel +roup itself says that the company not only focuses

on its on groth but also on the groth of the social communities by creating a value#

TATA group has been driven by five core valuesB

IntegrityB They conduct the business fairly% ith honesty and transparency# )verything they

do must stand the test of public scrutiny#

Understanding:They sho respect% compassion and humanity for their colleagues and

customers around the orld% and alays or$ for the benefit of the communities they serve#

ExcellenceB They constantly strive to achieve the highest possible standards in their day-to-

day or$ and in the


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Tata Steel- Value System

Tata Steel has alays been admired for being ethicalD the company is respected across the

globe for giving importance to their moral values# The company through all these years has

been able to create an image for itself% the employees are the brand ambassadors since they

spea$ so highly of the organiation they are associated ith% their values have helped the

company to gain trust of its customers% clients% suppliers% and all the other intermediaries

involved in the supply chain of the company#

Values Stronger than Steel

Tata Steel% launched the campaign !Values Stronger than Steel EVSTSF" in year '/,,#y

using the statement !Values stronger than steel" they tried to position themselves differently

and the earlier statement !Ge also ma$e steel" as replaced#

The campaign as aimed at reaching out to people and reinforcing the image of the company

as cutting edge% global steel ma>or hich is dedicated toards social & economic

sustainability% green-technology and community empoerment# Tata Steel has alays been

involved and committed toards the development for the society and through this campaign

they shocased it and made sure it reached to the masses% and people associated ith Tata

Steel in some ay or the other#

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Ad!ertising Agency " the Campaign

The concept as conceived and conceptualied by #gil!y $ol%ata# The advertisements ere

designed to gain vieer0s attention% since they had an emotional appeal# The vieer0s could

feel associated and connected ith the poerful messages hich ere portrayed through

these advertisements#

Since the campaign tal$s about personal values and their importance in real life scenarios% it

made sense that the advertisements spea$ about people associated ith Tata Steel and ho

has the company made a difference in their lives# To convey the message that the campaign

as all about real people and real life% they made micro documentaries of people li$e

achendri =al @6irst Indian oman to scale 9ount )verest EHead of TATA Steel Adventure

foundationF httpB#youtube#comatchJvK::i(=TRv.% then Commonealth +ames

Archery +old medalist @Meepi$a ?umari% of their Te>asvini =ro>ect in hich the omen have

been provided empoerment by providing them >obs in or$s mainly believed in society to

be suited to be done by men% and the advertisement also has Chief of R&M 9ar$ Menys

sharing his e*periences about ho R&M is the success mantra at TATA Steel# These micro

documentaries ere directed by documentary film ma$ers instead of advertising directors#

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http://www.youtube.com/watch?v=JJi6ZPTRv7whttp://www.youtube.com/watch?v=JJi6ZPTRv7w


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Ghen the people associated ith the company share their e*periences and stories% an outsider

ho is atching all this feels intimidated to or$ for such an organiation# Thus% ith this

sort of communication they ere able to reinforce Tata Steel0s values of Trust% Transparency

and Total Community Care#

Through this campaign Tata Steel ished to spread these values to their sta$eholders and to

the citiens of India# A value stronger than steel is a ay of life at Tata Steel and this as

depicted ell through their corporate campaign#

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Tata Steel folloed the Societal 9ar$eting approach i#e# the company tries to ma$e the

society believe in it and its efforts of improving the society and giving the people a chance to

realie their dreams and live their life in a better ay#

Societal &ar%etingis a mar$eting tool here the organiations identify the needs and ants

of the target mar$et and then align the mar$eting activities of an organiation in such a ay

that their mar$eting efforts are socially responsible and help the organiation in gaining the

trust of the society by establishing a brand image of a socially responsible organiation#

The 'aunch o( the Campaign

Tata Steel in order to promote their campaign all over the country folloed an aggressive

promotion approach and used all the effective medium of communication % the first phase of

the campaign as rolled out across print% radio% TV% digital and outdoors#

8ne of the $ey strategic decisions made as to launch the campaign on ',st :uly '/,, hich

coincided ith the India tour of )ngland series for hich Tata Steel as the !Co- Sponsor"#

The campaign as able to dra a lot of attention since cric$et is the most popular sport in

India and the India )ngland series provided the campaign the $ind of e*posure that it needed#

It had aards li$e !9ost Valuable =layer of the 9atch"% !Valuable =layer of the Series"%

!Valuable =erformances" etc on air as ell as in sports-centric programs#

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A pre-cursor to !Values Stronger than Steel" campaign as the digital campaign

#valueabled#com started in mid :une% targeted toards the youth to come forth and

discuss and debate on the values and beliefs that shape up the society#

This ebsite as re-designed and launched at the :aipur Literary 6estival '/,1# The ebsite

developed by Rediffusion 7&R Migital as billed as a virtual hangout for young people to

innovate% inspire and motivate# At the age of digitaliation this ebsite as the digital

e*tension of the earlier campaign# The aim as to create a virtual space here people ould

meet% discuss and encourage each other to inculcate values in the day to day real life

scenarios and learn from them# This ould build a motivating% inspiring and a positive

environment# The Tata Steel +roup recognied the need to lend a platform integrated ith

6aceboo$% Titter% and +oogle =lus% that enables users to easily engage their netor$s and

friends and can thus amplify the voice of this generation#

=rint ads ere produced in ten different languages% 6our TV commercials of 1/ seconds each

ere made in different languages for better understanding of the people# The documentary

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http://www.valueabled.com/http://www.valueabled.com/


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Impact o( the Campaign

N Built a brand of trust and reliability with its ustomers and sta!eholders

N "he #S$ ati%ities hel&ed to im&ro%e the li%es of many

N "hey were able to brand their om&any in a better way and di'erentiate it

from the rest

N (nreased the om&any)s online &resene

N "hey were able to &ersuade and realistially demonstrate the im&ortane

of &ersonal %alues and its im&liation in business and real life senarios

N "ata was suessful to ahie%e brand reall by a**ressi%e brand

re%am&in* measures

N Sent out a &owerful messa*e that %alues are the ore of sustainable

de%elo&ment

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e(erences

1. htt&+,,www.tatasteel.om,-serews$oom,usershowontent.as&/

id738ty&eress$elease$$$htt&+,,www.tatasteel.om,media,&r

essrelease.as&/&a*e32. htt&+,,www.tata.o.in,artile,inside,"2ao"::w,";id1news>id43079ta*355736. htt&+,,www.am&ai*nindia.in,=ideo,265731?o*il%y!ol!atalaunhesnew

am&ai*nfortatasteel.as&/

eid29edate20110810utm>soure20110810utm>mediumnewsle

tterutm>am&ai*ndaily>newsletter7. htt&+,,basimar!etin*fundas4u.blo*s&ot.in,2011,08,tatasteelta!in*

soietalmar!etin*.html8. htt&+,,www.am&ai*nindia.in,=ideo,330312?tatasteeletends8216%alues

stron*erthansteel8217am&ai*nwithredesi*ned%alueabledom.as&

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http://www.tatasteel.com/UserNewsRoom/usershowcontent.asp?id=738&type=PressRelease&REFERER=http://www.tatasteel.com/media/press-release.asp?page=3http://www.tatasteel.com/UserNewsRoom/usershowcontent.asp?id=738&type=PressRelease&REFERER=http://www.tatasteel.com/media/press-release.asp?page=3http://www.tatasteel.com/UserNewsRoom/usershowcontent.asp?id=738&type=PressRelease&REFERER=http://www.tatasteel.com/media/press-release.asp?page=3http://www.tata.co.in/article/inside/TO2ao!$$$!TxMMw=/TLYVr3YPkMUhttp://www.socilion.com/wp-content/uploads/2012/01/socilion-reputation-management1.pdfhttp://www.socilion.com/wp-content/uploads/2012/01/socilion-reputation-management1.pdfhttp://www.bestmediainfo.com/2011/07/tata-steel-launches-corporate-campaign-values-stronger-than-steel/http://www.bestmediainfo.com/2011/07/tata-steel-launches-corporate-campaign-values-stronger-than-steel/http://www.exchange4media.com/brandspeak/brandspeak_FS.asp?section_id=1&news_id=43079&tag=35573http://www.exchange4media.com/brandspeak/brandspeak_FS.asp?section_id=1&news_id=43079&tag=35573http://www.campaignindia.in/Video/265731,ogilvy-kolkata-launches-new-campaign-for-tata-steel.aspx?eid=29&edate=20110810&utm_source=20110810&utm_medium=newsletter&utm_campaign=daily_newsletterhttp://www.campaignindia.in/Video/265731,ogilvy-kolkata-launches-new-campaign-for-tata-steel.aspx?eid=29&edate=20110810&utm_source=20110810&utm_medium=newsletter&utm_campaign=daily_newsletterhttp://www.campaignindia.in/Video/265731,ogilvy-kolkata-launches-new-campaign-for-tata-steel.aspx?eid=29&edate=20110810&utm_source=20110810&utm_medium=newsletter&utm_campaign=daily_newsletterhttp://www.campaignindia.in/Video/265731,ogilvy-kolkata-launches-new-campaign-for-tata-steel.aspx?eid=29&edate=20110810&utm_source=20110810&utm_medium=newsletter&utm_campaign=daily_newsletterhttp://basicmarketingfundas4u.blogspot.in/2011/08/tata-steel-taking-societal-marketing.htmlhttp://basicmarketingfundas4u.blogspot.in/2011/08/tata-steel-taking-societal-marketing.htmlhttp://www.campaignindia.in/Video/330312,tata-steel-extends-8216values-stronger-than-steel8217-campaign-with-re-designed-valueabledcom.aspxhttp://www.campaignindia.in/Video/330312,tata-steel-extends-8216values-stronger-than-steel8217-campaign-with-re-designed-valueabledcom.aspxhttp://www.tatasteel.com/UserNewsRoom/usershowcontent.asp?id=738&type=PressRelease&REFERER=http://www.tatasteel.com/media/press-release.asp?page=3http://www.tatasteel.com/UserNewsRoom/usershowcontent.asp?id=738&type=PressRelease&REFERER=http://www.tatasteel.com/media/press-release.asp?page=3http://www.tatasteel.com/UserNewsRoom/usershowcontent.asp?id=738&type=PressRelease&REFERER=http://www.tatasteel.com/media/press-release.asp?page=3http://www.tata.co.in/article/inside/TO2ao!$$$!TxMMw=/TLYVr3YPkMUhttp://www.socilion.com/wp-content/uploads/2012/01/socilion-reputation-management1.pdfhttp://www.socilion.com/wp-content/uploads/2012/01/socilion-reputation-management1.pdfhttp://www.bestmediainfo.com/2011/07/tata-steel-launches-corporate-campaign-values-stronger-than-steel/http://www.bestmediainfo.com/2011/07/tata-steel-launches-corporate-campaign-values-stronger-than-steel/http://www.exchange4media.com/brandspeak/brandspeak_FS.asp?section_id=1&news_id=43079&tag=35573http://www.exchange4media.com/brandspeak/brandspeak_FS.asp?section_id=1&news_id=43079&tag=35573http://www.campaignindia.in/Video/265731,ogilvy-kolkata-launches-new-campaign-for-tata-steel.aspx?eid=29&edate=20110810&utm_source=20110810&utm_medium=newsletter&utm_campaign=daily_newsletterhttp://www.campaignindia.in/Video/265731,ogilvy-kolkata-launches-new-campaign-for-tata-steel.aspx?eid=29&edate=20110810&utm_source=20110810&utm_medium=newsletter&utm_campaign=daily_newsletterhttp://www.campaignindia.in/Video/265731,ogilvy-kolkata-launches-new-campaign-for-tata-steel.aspx?eid=29&edate=20110810&utm_source=20110810&utm_medium=newsletter&utm_campaign=daily_newsletterhttp://basicmarketingfundas4u.blogspot.in/2011/08/tata-steel-taking-societal-marketing.htmlhttp://basicmarketingfundas4u.blogspot.in/2011/08/tata-steel-taking-societal-marketing.htmlhttp://www.campaignindia.in/Video/330312,tata-steel-extends-8216values-stronger-than-steel8217-campaign-with-re-designed-valueabledcom.aspxhttp://www.campaignindia.in/Video/330312,tata-steel-extends-8216values-stronger-than-steel8217-campaign-with-re-designed-valueabledcom.aspx

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