Summer Project Report On Fabricators Loyalty Program. At TATA STEELSubmitted 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
DECLARATION OF ORIGINALITYI hereby declare that the project report entitled “Fabricators Loyalty Program”.submitted for the degree of MBA at Biju Patnaik Institute of IT & ManagementStudies is my original work and the project report has not formed the basis for theaward of any diploma, degree, associate ship, fellowship or similar other titles. It hasnot been submitted to any other university or institution for the award of any degreeor diploma.Place: Kolkata SWETA JAISWALDate: 12/09/2011
CONTENTS • AcknowledgementPART 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 4 A. Club Shakteeman B. Shop branding C. Promotion support D. Testimonials. E. Recommendation. F. Conclusion ACKNOWLEDGEMENT
A task or project cannot be completed alone. It requires the effort of manyindividuals. I take this opportunity to thank all those who helped me directly orindirectly 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 meopportunity to work on this project. Mr. Santosh Antony (Chief Sales Manager, East, Flat Products) for his continuoussupport 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 mentorMr. Bibekananda Mukherjee (Head, Retail Sales, Kolkata Sales Office), for briefingus on their organization and providing us with all the required information needed tocomplete 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 informationabout 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.
HISTORY OF TATA STEELBacked by 100 glorious years of experience in steel making, Tata Steel is the world’s6th largest steel company with an existing annual crude steel production capacity of30 Million Tonnes Per Annum (MTPA). Established in 1907, it is the first integratedsteel plant in Asia and is now the world`s second most geographically diversified steelproducer and a Fortune 500 Company.Tata Steel has a balanced global presence in over 50 developed European and fastgrowing 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 Steelovercome several periods of adversity and strive to improve against all odds.Tata Steel`s Jamshedpur (India) Works has a crude steel production capacity of 6.8MTPA which is slated to increase to 10 MTPA by 2010. The Company also hasproposed three Greenfield steel projects in the states of Jharkhand, Orissa andChhattisgarh in India with additional capacity of 23 MTPA and a Greenfield projectin Vietnam.Through investments in Corus, Millennium Steel (renamed Tata Steel Thailand) andNatSteel Holdings, Singapore, Tata Steel has created a manufacturing and marketing
network in Europe, South East Asia and the pacific-rim countries. Corus, whichmanufactured over 20 MTPA of steel in 2008, has operations in the UK, theNetherlands, Germany, France, Norway and Belgium.Tata Steel Thailand is the largest producer of long steel products in Thailand, with amanufacturing capacity of 1.7 MTPA. Tata Steel has proposed a 0.5 MTPA mini blastfurnace project in Thailand. NatSteel Holdings produces about 2 MTPA of steelproducts across its regional operations in seven countries.Tata Steel, through its joint venture with Tata BlueScope Steel Limited, has alsoentered the steel building and construction applications market.The iron ore mines and collieries in India give the Company a distinct advantage inraw material sourcing. Tata Steel is also striving towards raw materials securitythrough joint ventures in Thailand, Australia, Mozambique, Ivory Coast (West Africa)and Oman. Tata Steel has signed an agreement with Steel Authority of India Limitedto establish a 50:50 joint venture company for coal mining in India. Also, Tata Steelhas bought 19.9% stake in New Millennium Capital Corporation, Canada for iron oremining.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 areintegral to the Growth and Globalisation objective of Tata Steel.Tata Steel’s vision is to be the global steel industry benchmark for Value Creation andCorporate Citizenship.Tata Steel India is the first integrated steel company in the world, outside Japan, to beawarded the Deming Application Prize 2008 for excellence in Total QualityManagement. (tatasteel.com)
TATA GROUP PROFILEThe Tata Group of Companies has always believed strongly in the concept ofcollaborative growth, and this vision has seen it emerge as one of Indias and theworlds most respected and successful business conglomerates. The Tata Group hastraced a route of growth that spans through six continents and embraces diversecultures. 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 businessoutside India. In the face of trying economic challenges in recent times, the TataGroup has steered India’s ascent in the global map through its unwavering focus onsustainable development. Over 395,000 people worldwide are currently employed inthe seven business sectors in which the Tata Group Companies operate. It is thelargest employer in India in the Private Sector and continues to lead with the samecommitment towards social and community responsibilities that it has shown in thepast. The Tata Group of Companies has business operations (114 companies andsubsidiaries) in seven defined sectors – Materials, Engineering, InformationTechnology and Communications, Energy, Services, Consumer Products andChemicals. Tata Steel with its acquisition of Corus has secured a place among the topten 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, IndianHotels, Tata Global Beverages and Tata Chemicals. Consultancy Services (TCS),Tata Communications, TataTata Motors is India’s largest automobile company by revenue and is among the topfive commercial vehicle manufacturers in the world. Jaguar and Landrover are nowpart of Tata Motor’s portfolio.Tata Consultancy Services (TCS) is an integrated software solutions provider withdelivery centres in more than 18 countries. It ranked fifth overall, and topped the list
for IT services, in Bloomberg Businessweeks 12th annual Tech 100, a ranking of theworlds best performing tech companies.Tata Power has pioneered hydro-power generation in India and is the largest powergenerator (production capacity of 2300 MW) in India in the private sector.Indian Hotels Company (Taj Hotels, resorts and palaces) happens to be the leadingchain of hotels in India and one of the largest hospitality groups in Asia. It has apresence in 12 countries in 5 continents.Tata Global Beverages (formerly Tata Tea), with its major acquisitions like Tetleyand 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 wasto 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 hasto reckon with, the Tata Group has always ventured into path breaking territory andpioneered developments in industries of national importance. Nation buildingAs a policy, the Tata Group Companies promote and encourage economic, social andeducational 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 ofendowments towards improvement programmes in these spheres.Through the years, the Tata Group has been amongst the most prestigious corporatepresences in the world governed by its principles of business ethics. Its foray intointernational business has been recognised by various bodies and institutions. BrandFinance, a UK based consultancy firm after a recent valuation of the Tata brand at$11.22 billion has ranked it 65th among the worlds top 100 brands. In Business Weekmagazines list of the 25 most innovative companies the Tata name appears 13 th andThe Reputation Institute, USA has evaluated the Tata Group as the 11th in a globalstudy of the most reputed companies.In the road ahead, the Tata Group is focusing on integration of new technologies in itsoperations and breaking new grounds in product development. The Ekasupercomputer had been ranked the world’s fourth fastest in 2008 and the launch ofthe Nano has been a benchmark for the auto industry specifically and the economy ingeneral.
With a holistic approach in all its business operations, a loyal and dedicatedworkforce and its rooted belief in value creation and corporate citizenship, the TataGroup is always ready to realise its vision and objectives. The challenges of the futurewill only help to enhance the Group’s performance and transform newer dreams toreality.
CORPORATE SUSTAINABILITY• Regarded globally as a benchmark in corporate social responsibility, Tata Steels 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 Companys 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.
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 worlds best steel maker (for two consecutive years) in its annual listing in February 2006. Tata Steel has been conferred the Prime Minister of Indias Trophy for the Best Integrated Steel Plant five times. It has been awarded Asias 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 Nations 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.
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 leadershipcapability and working together with pace, pride and passion.Our offer, by developing leading-edge solutions in technology, processes andproducts.Our people, by becoming the supplier of choice, delivering premium productsand services, and creating value in close partnership with our customers.Our innovation, by providing a safe and healthy workplace, respecting theenvironment, caring for our communities and demonstrating high ethicalstandards. Founding PrinciplesSince its formation by Jamsetji Tata in 1868, the Tata Group has consistentlybeen run according to the principle that the wealth it creates should bereturned to society. Jamsetji Tata believed that ‘the health and welfare of theemployees are the sure foundation of our prosperity.’The Group’s stated aim is ‘to improve the quality of life of the communities weserve.’ This is demonstrated constantly by its businesses through theircontributions to the communities of which they are part – now in over 80countries around the world.
Two thirds of the equity of Tata Group’s holding company, Tata Sons, is heldby philanthropic trusts. Over the decades, these trusts have benefited a vastrange of medical, academic, social and cultural projects and institutions.Tata Steel was one of the main foundations on which this pioneering industrialgroup has continued to grow around the world. Our ValuesThe 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. GoalsThe Tata Steel Group is proud of its performance culture. We are committed to thepursuit of challenging targets, and to safety, environmental protection, continuousimprovement, openness and social responsibility in every aspect of our businessaround the world.
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 • Environment: 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.
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
TATA SHAKTEETata Shaktee is Tata Steels flagship brand in the field of galvanized corrugatedsheets. Launched in the year 2000, the brand has recently completed 10 years of itsjourney. Over the years, TATA Steel has altered the landscape of the roofing industryin India. The company has been a pioneer in the field of manufacturing superiorquality TATA Shaktee Galvanised Corrugated (GC) sheets. Manufactured with worldclass technological expertise, these GC sheets are stronger and longer lasting than anyother ordinary GC sheets. TATA Shaktee GC Sheets are not only made of virgin steelprocessed at TATA Steels state-of-the-art Cold Rolling Mill but also have uniformZinc coating on them, which gives them the required strength in fighting the weatherand to last longest. Living up to the companys assurance of good quality andtrustworthy 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 thebest choice for anyone looking for a product that will perform year after year.
TATA SHAKTEE GC SHEETS EDGEGC Sheet Attributes Tata Shaktee GC Sheet Ordinary GC SheetHardness in Roofing Accurate tempering resists cracks Uneven tempering causes cracks during installation.Sheets and fissures.Tensile Strength High tensile strength resists Low tensile strength results in damage and dents. external forces.Zinc Adherence Superior technology and process Inferior and outdated technology results in unclean steel control leads to cleaner steel surface leading to Zinc peel-off and reduced sheet life. surface that enhances sheet life.Zinc Coating Uniform 120 gsm Zinc coating Non-uniform Zinc coating causes parts of GC sheet to corrodeTechnology through Feed Forward X-Ray faster. Coating Gauge ensures even surface protection.Zinc Mass Correctly printed thickness and Low Zinc coating, not verifiable through naked eye while buying Zinc coating on sheet assures true new GC sheet, results in lower sheet life. value for money.Overlapping Even corrugations ensure Perfect Uneven corrugations lead to gaps in overlapping that ensures a overlapping that results in a neat badly fabricated roof and poor weather proofing. roof structure.Physical Dimension Length of sheet equal or more than Length of sheet lower than standard specified length. standard specified length.Chromating Usage of the best and adequate Inadequate chromate solution results in formation of white rust. chromate solution prevents formation of white rust.Thickness Thickness of the sheet is equal to The thickness printed is very often incorrect and lower to the or more than the standard standard specified thickness. specified thickness printed on the sheet.Packaging Packaged with Blue Woven HDPE Ordinary sheets are packaged in a poor quality plastic that (450 microns) and LDPE (250 results in damage to sheets. microns) plastic and shielded by the edge protector that preserves sheet quality.Pricing The Recommended Consumer Pricing of ordinary GC sheets is opportunistic and unfair, which Price (RCP) ensures that prices means that prices are unstable and are uniform and transparent across prone to opportunism the state.Distribution Network A network comprising 3500 dealers A poor distribution network in absence of distribution guidelines and 28 distributors ensures results in irregular supply of GC sheets. excellent and regular supply.
Why roofing solution?(a) Scarcity of time with customers(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 guidelinesStandard 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. 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.
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
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..• 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 notbeen much focus on the after sales service related to the selling of roofing productslike Tata Shaktee, Durashine. Therefore the market knowledge about this service wasincomprehensible for the future exploration. The management was interested to knowwhether apart from buying the sheets are customers really interested to buy completeroof if offered by Tata Steel. Complete roof means making the entire roof of thecustomers 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 alsoin terms of the qualitative aspect to seek information about the consumption pattern,product and service requirements, brand awareness and perception of Tata Steel in themind of the customers.The right answer to this problem would help Tata Steel to locate the target segmentand 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.• To propose a model for the roll out of the complete roofing solution based on the views of the customers, dealers and fabricators.
QUESTIONNAIRE DESIGNThe ultimate and most important effect of marketing intelligence is reflected inbusiness decision making. To get the right information to make the right decision, onehas to ask the right question to the right audience. Questionnaire construction isproperly regarded as a very imperfect art. The questionnaire was constructedappropriately keeping the target respondents in mind.Three different questionnaires were prepared for the dealers, fabricators andcustomers respectively. The questionnaires started with administrative questionswhich were used for collecting identification information. These questions were filledby directly asking the respondents face to face and sometimes by gatheringinformation from the dealers.Then we had investigative questions to get the responses from dealers, fabricators andcustomers based on their past experience and their future plans.A major part of all the three questionnaires consisted of measurement questions whichwere basically closed ended like dichotomous questions which seek Yes/Noresponse, multiple choice and multiple rating scale. Multiple rating scale was used tocollect the feedback of the dealers, fabricators and customers on quality and service of
Tata Steel and its competitors. The subjective or open ended questions whosevariables were recorded from the respondents were later transformed in the form ofmultiple choice questions. Likert scale was also used to measure the satisfaction levelof the respondents. Paired comparison was also used. SAMPLE DESIGNTarget PopulationElement: The information was mainly collected from the dealers, the head fabricatorsand the customersSampling Unit: The sample consisted of mainly the authorized dealers of TataShaktee, Durashine in southern Bengal. The respective fabricators of the dealers werealso taken into the sample and the customers of these dealers were also taken.Sampling Frame: The references of the dealers were taken from the authorizeddistributor of Tata Shaktee, Durashine in West Bengal. The database of the fabricatorsand customers were being provided by the dealers.Sampling Technique: The sampling technique used here was Quota sampling as wehad covered the respondents only in the southern part of West Bengal.Sample Size: The sample size consisted of 20 dealers, 32 fabricators and 18customers.
DATA COLLECTIONData are of two types: Primary data and Secondary data. As we had no secondary dataavailable with us we collected primary data by going directly to the field for close tosix weeks. About 20 dealers, 18 customers and 33 fabricators were covered the detailsof 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 inthe future. It is in the form of an excel sheet. The data has been compiled in the formof pie- charts and bar diagram which has been shown in the analysis portion. Theanalysis portion is being divided into three portions- dealers report analysis,fabricators report analysis and customers report analysis.
DATA ANALYSISData of any form has to be given a right platform to make a meaningful understandingfor the decision makers. As mentioned above the data has been maintained andrecorded in the excel sheet. The data has been compiled and arranged in tabular andgraphical forms. The graphical form includes pie-charts, bar diagrams and tables forquick reference. Graphs have been used for analysis part.In some places the likert scale has also been used and the data recorded has beentransformed into pie-charts to show the satisfaction level of the customers.The bardiagrams have been used to compare the records of the respondents. All the details ofthe dealers, fabricators and customers have been recorded in the data sheet in excelformat.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, DURASHINETMTypicalAccessories
FABRICATOR REPORT ANALYSISThe 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. 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:
Inference: This pie chart shows that a majority of the fabricators work on smallscale projects which are mainly under the area bracket of 1000 to 5000 squarefeet. Most of the fabricators do not want to do projects which involve bigger areasi.e. more than 5000 square feet as they do not have the proper training to do so. Sotraining 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 asstructural work, so the fabricators can be pooled together according to their
respective dealers and train them properly so that they provide better quality workto the customers.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 20-30roofing solutions per year which can be increased with proper training and linkingthem to the dealers. “CLUB SHAKTEEMAN”
THE FABRICATOR MEMBERSHIPThe Fabricator Loyalty Programme would extend to fabricatorscategorised into two tiers:
TIER 1 TIER 2Fabricators who will This will have be the members of fabricators who Club Shakteeman. would be categorised as Star Fabricators (i.e. those fabricators who would be part of Club Shakteeman) REGISTRATION FORM
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
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 – 20001000 – 1500 2000 – 30001500 – 2000 3000- 40002000 – 4000 4000 – 8000
Pass Book Design (Outside)Passbook Design (Inside) SHOP BRANDING
“Mein jaanta hun ki Tata ki quality bahut achhihai, par usko khareedne ke liye paise kahan selaaun. Bahut mehnat karke do waqt ki rotinaseeb hoti hai”..... Sanket Das, Ganjam Dist. Orissa“Apne naye ghar mein maine Tata Shaktee GCsheet lagayee hai kyunki main sirf Tata ki qualitype hi bharosa karta hun”.....Debashish Mandal, Malda Dist.,WestBengal“RCP ke hone se hum Tata ki sheet ka sahidaam jaan patey hain. Dealer kabhi humeindhokha 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 notrequired for immediate use, it should be stacked neatly and clear of the ground atcovered 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 orsaw 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 thegraphite content can create an electric cell when wet and this may cause deteriorationof 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 itproduces 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 asit 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 onthe life of a roof or wall.Maintenance includes the following:Preferably, washing should be done at least every six months and more frequently incoastal areas where moisture in atmosphere contains high level of salt. Washing ofroof is also recommended in areas of high industrialization, which have highercontent of oxides of sulphur, nitrogen and chloride salts along with humidity in theair.Regular inspection of roofs and walls for problems before they become majorcorrosionsites.
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 withother commonly used material in construction. Contact with some non-compatiblematerial and even water or moisture flowing from such material can adversely affectthe life of the sheets.GENTABLE- 1: LIST OF NON-COMPATIBLE MATERIALSIncompatible MaterialsLimestone (commonly used in coloring cement walls)PesticidesWet and dry concreteSoilsLeadCopperUncoated steelCarbon (in pencils and some rubbers)Chemically treated wood or plywoodMaterials having excessive moisture content(Non-seasoned timber, bitumen sheets and washers)Note: The list mentioned above is not exhaustive. In case of doubts on compatibilityof other products being used with roofing sheets but not mentioned above, kindly seekadvice 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 –
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 GIVEA. Events and workshops can be organized where the fabricators are given knowledge and training about the kind of work they have to perform.
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 CONCLUSIONSAfter the extensive survey conducted in the market and speaking to distributor,dealers and fabricator , I believe the initiative by TSL to offer Complete RoofingSolution in the steel roofing market is a step in the right direction and will go a longway in securing the customer delight and ultimately share of business.Secondly,after going through the data and fabricators form it was found that most ofthe fabricators are self employed and they can be brought under one roof namedCLUB SHAKTEEMAN.Club Shakteeman is the next step taken by TSL to move one step further than itscompetitors.This will given recognition to the fabricators and will be a service to thecustomers in the roofing solution.
SOME PROJECT PICTURESAt Jyotirmoyee Knowledge Park, for meeting a customer.