The document is a summer project report submitted by Sweta Jaiswal for her MBA course at the Biju Patnaik Institute of IT & Management. The report focuses on analyzing the fabricators loyalty program of Tata Steel in India. It includes sections on the history and profile of Tata Steel, an overview of the objectives and methodology of the analysis of the fabricators loyalty program, as well as preliminary findings and recommendations.

1. Summer Project Report
On
Fabricators Loyalty Program.
At
TATA STEEL
Submitted 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

2. DECLARATION OF ORIGINALITY
I hereby declare that the project report entitled “Fabricators Loyalty Program”.
submitted for the degree of MBA at Biju Patnaik Institute of IT & Management
Studies is my original work and the project report has not formed the basis for the
award of any diploma, degree, associate ship, fellowship or similar other titles. It has
not been submitted to any other university or institution for the award of any degree
or diploma.
Place: Kolkata SWETA JAISWAL
Date: 12/09/2011

3. CONTENTS
• Acknowledgement
PART 1
• History Of Tata Steel
• Tata Group Profile.
• Corporate Sustainability.
• Awards and Recognitions.
• Vision and Values.
• Tata Steel and Product Profile.
PART 2
A: Tata Shaktee
B: Roof Junction.
PART 3
A: 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

4. A task or project cannot be completed alone. It requires the effort of many
individuals. I take this opportunity to thank all those who helped me directly or
indirectly 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 me
opportunity to work on this project.
Mr. Santosh Antony (Chief Sales Manager, East, Flat Products) for his continuous
support 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 mentor
Mr. Bibekananda Mukherjee (Head, Retail Sales, Kolkata Sales Office), for briefing
us on their organization and providing us with all the required information needed to
complete 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 information
about 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.

5. HISTORY OF TATA STEEL
Backed by 100 glorious years of experience in steel making, Tata Steel is the world’s
6th largest steel company with an existing annual crude steel production capacity of
30 Million Tonnes Per Annum (MTPA). Established in 1907, it is the first integrated
steel plant in Asia and is now the world`s second most geographically diversified steel
producer and a Fortune 500 Company.
Tata Steel has a balanced global presence in over 50 developed European and fast
growing 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 Steel
overcome several periods of adversity and strive to improve against all odds.
Tata Steel`s Jamshedpur (India) Works has a crude steel production capacity of 6.8
MTPA which is slated to increase to 10 MTPA by 2010. The Company also has
proposed three Greenfield steel projects in the states of Jharkhand, Orissa and
Chhattisgarh in India with additional capacity of 23 MTPA and a Greenfield project
in Vietnam.
Through investments in Corus, Millennium Steel (renamed Tata Steel Thailand) and
NatSteel Holdings, Singapore, Tata Steel has created a manufacturing and marketing

6. network in Europe, South East Asia and the pacific-rim countries. Corus, which
manufactured over 20 MTPA of steel in 2008, has operations in the UK, the
Netherlands, Germany, France, Norway and Belgium.
Tata Steel Thailand is the largest producer of long steel products in Thailand, with a
manufacturing capacity of 1.7 MTPA. Tata Steel has proposed a 0.5 MTPA mini blast
furnace project in Thailand. NatSteel Holdings produces about 2 MTPA of steel
products across its regional operations in seven countries.
Tata Steel, through its joint venture with Tata BlueScope Steel Limited, has also
entered the steel building and construction applications market.
The iron ore mines and collieries in India give the Company a distinct advantage in
raw material sourcing. Tata Steel is also striving towards raw materials security
through joint ventures in Thailand, Australia, Mozambique, Ivory Coast (West Africa)
and Oman. Tata Steel has signed an agreement with Steel Authority of India Limited
to establish a 50:50 joint venture company for coal mining in India. Also, Tata Steel
has bought 19.9% stake in New Millennium Capital Corporation, Canada for iron ore
mining.
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 are
integral to the Growth and Globalisation objective of Tata Steel.
Tata Steel’s vision is to be the global steel industry benchmark for Value Creation and
Corporate Citizenship.
Tata Steel India is the first integrated steel company in the world, outside Japan, to be
awarded the Deming Application Prize 2008 for excellence in Total Quality
Management. (tatasteel.com)

7. TATA GROUP PROFILE
The Tata Group of Companies has always believed strongly in the concept of
collaborative growth, and this vision has seen it emerge as one of India's and the
world's most respected and successful business conglomerates. The Tata Group has
traced a route of growth that spans through six continents and embraces diverse
cultures. 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 business
outside India. In the face of trying economic challenges in recent times, the Tata
Group has steered India’s ascent in the global map through its unwavering focus on
sustainable development. Over 395,000 people worldwide are currently employed in
the seven business sectors in which the Tata Group Companies operate. It is the
largest employer in India in the Private Sector and continues to lead with the same
commitment towards social and community responsibilities that it has shown in the
past. The Tata Group of Companies has business operations (114 companies and
subsidiaries) in seven defined sectors – Materials, Engineering, Information
Technology and Communications, Energy, Services, Consumer Products and
Chemicals. Tata Steel with its acquisition of Corus has secured a place among the top
ten 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, Indian
Hotels, Tata Global Beverages and Tata Chemicals. Consultancy Services (TCS),
Tata Communications, Tata
Tata Motors is India’s largest automobile company by revenue and is among the top
five commercial vehicle manufacturers in the world. Jaguar and Landrover are now
part of Tata Motor’s portfolio.
Tata Consultancy Services (TCS) is an integrated software solutions provider with
delivery centres in more than 18 countries. It ranked fifth overall, and topped the list

8. for IT services, in Bloomberg Businessweek's 12th annual 'Tech 100', a ranking of the
world's best performing tech companies.
Tata Power has pioneered hydro-power generation in India and is the largest power
generator (production capacity of 2300 MW) in India in the private sector.
Indian Hotels Company (Taj Hotels, resorts and palaces) happens to be the leading
chain of hotels in India and one of the largest hospitality groups in Asia. It has a
presence in 12 countries in 5 continents.
Tata Global Beverages (formerly Tata Tea), with its major acquisitions like Tetley
and 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 was
to 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 has
to reckon with, the Tata Group has always ventured into path breaking territory and
pioneered developments in industries of national importance.
Nation building
As a policy, the Tata Group Companies promote and encourage economic, social and
educational 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 of
endowments towards improvement programmes in these spheres.
Through the years, the Tata Group has been amongst the most prestigious corporate
presences in the world governed by its principles of business ethics. Its foray into
international business has been recognised by various bodies and institutions. Brand
Finance, a UK based consultancy firm after a recent valuation of the Tata brand at
$11.22 billion has ranked it 65th among the world's top 100 brands. In Business Week
magazine's list of the 25 most innovative companies the Tata name appears 13 th and
The Reputation Institute, USA has evaluated the Tata Group as the 11th in a global
study of the most reputed companies.
In the road ahead, the Tata Group is focusing on integration of new technologies in its
operations and breaking new grounds in product development. The Eka
supercomputer had been ranked the world’s fourth fastest in 2008 and the launch of
the Nano has been a benchmark for the auto industry specifically and the economy in
general.

9. With a holistic approach in all its business operations, a loyal and dedicated
workforce and its rooted belief in value creation and corporate citizenship, the Tata
Group is always ready to realise its vision and objectives. The challenges of the future
will only help to enhance the Group’s performance and transform newer dreams to
reality.

10. CORPORATE SUSTAINABILITY
• Regarded globally as a benchmark in corporate social responsibility, Tata
Steel's 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 Company's 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.

11. 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 world's best steel maker
(for two consecutive years) in its annual listing in February 2006.
 Tata Steel has been conferred the Prime Minister of India's Trophy for the
Best Integrated Steel Plant five times.
 It has been awarded Asia's 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 Nation's
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.

12. 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 leadership
capability and working together with pace, pride and passion.
Our offer, by developing leading-edge solutions in technology, processes and
products.
Our people, by becoming the supplier of choice, delivering premium products
and services, and creating value in close partnership with our customers.
Our innovation, by providing a safe and healthy workplace, respecting the
environment, caring for our communities and demonstrating high ethical
standards.
Founding Principles
Since its formation by Jamsetji Tata in 1868, the Tata Group has consistently
been run according to the principle that the wealth it creates should be
returned to society. Jamsetji Tata believed that ‘the health and welfare of the
employees are the sure foundation of our prosperity.’
The Group’s stated aim is ‘to improve the quality of life of the communities we
serve.’ This is demonstrated constantly by its businesses through their
contributions to the communities of which they are part – now in over 80
countries around the world.

13. Two thirds of the equity of Tata Group’s holding company, Tata Sons, is held
by philanthropic trusts. Over the decades, these trusts have benefited a vast
range of medical, academic, social and cultural projects and institutions.
Tata Steel was one of the main foundations on which this pioneering industrial
group has continued to grow around the world.
Our Values
The 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.
Goals
The Tata Steel Group is proud of its performance culture. We are committed to the
pursuit of challenging targets, and to safety, environmental protection, continuous
improvement, openness and social responsibility in every aspect of our business
around the world.

14. 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.

15. 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

16. Tata Shaktee GC Sheet Tata Bluescope CC
Sheet
Tata Steelium Galvano (Galvanized Steel Sheet)
Tata Tiscon (re-bars) Tata Pipes
Tata Bearings Tata Wiron (galvanized wire products)

17. TATA SHAKTEE
Tata Shaktee is Tata Steel's flagship brand in the field of galvanized corrugated
sheets. Launched in the year 2000, the brand has recently completed 10 years of its
journey. Over the years, TATA Steel has altered the landscape of the roofing industry
in India. The company has been a pioneer in the field of manufacturing superior
quality TATA Shaktee Galvanised Corrugated (GC) sheets. Manufactured with world
class technological expertise, these GC sheets are stronger and longer lasting than any
other ordinary GC sheets. TATA Shaktee GC Sheets are not only made of virgin steel
processed at TATA Steel's state-of-the-art Cold Rolling Mill but also have uniform
Zinc coating on them, which gives them the required strength in fighting the weather
and to last longest. Living up to the company's assurance of good quality and
trustworthy 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 the
best choice for anyone looking for a product that will perform year after year.

18. WHY TATA SHAKTEE GC
SHEETS?

19. TATA SHAKTEE GC SHEETS EDGE
GC Sheet Attributes Tata Shaktee GC Sheet Ordinary GC Sheet
Hardness 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 corrode
Technology 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.

20. 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

21. (f) Robust and quality work
Roofing Solution guidelines
Standard 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.

22. 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.

23. 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

24. BENEFITS TO DEALERS

25. OVERVIEW OF FABRICATORS
LOYALTY PROGRAMME

26. 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”.

27. RESEARCH PROBLEM
Though Tata Steel is the largest manufacturer of steel in the country, there has not
been much focus on the after sales service related to the selling of roofing products
like Tata Shaktee, Durashine. Therefore the market knowledge about this service was
incomprehensible for the future exploration. The management was interested to know
whether apart from buying the sheets are customers really interested to buy complete
roof if offered by Tata Steel. Complete roof means making the entire roof of the
customers 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 also
in terms of the qualitative aspect to seek information about the consumption pattern,
product and service requirements, brand awareness and perception of Tata Steel in the
mind of the customers.
The right answer to this problem would help Tata Steel to locate the target segment
and decide if it is viable to provide the customers with the complete roofing solution.

28. 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.

29. QUESTIONNAIRE DESIGN
The ultimate and most important effect of marketing intelligence is reflected in
business decision making. To get the right information to make the right decision, one
has to ask the right question to the right audience. Questionnaire construction is
properly regarded as a very imperfect art. The questionnaire was constructed
appropriately keeping the target respondents in mind.
Three different questionnaires were prepared for the dealers, fabricators and
customers respectively. The questionnaires started with administrative questions
which were used for collecting identification information. These questions were filled
by directly asking the respondents face to face and sometimes by gathering
information from the dealers.
Then we had investigative questions to get the responses from dealers, fabricators and
customers based on their past experience and their future plans.
A major part of all the three questionnaires consisted of measurement questions which
were basically closed ended like dichotomous questions which seek Yes/No
response, multiple choice and multiple rating scale. Multiple rating scale was used to
collect the feedback of the dealers, fabricators and customers on quality and service of

30. Tata Steel and its competitors. The subjective or open ended questions whose
variables were recorded from the respondents were later transformed in the form of
multiple choice questions. Likert scale was also used to measure the satisfaction level
of the respondents. Paired comparison was also used.
SAMPLE DESIGN
Target Population
Element: The information was mainly collected from the dealers, the head fabricators
and the customers
Sampling Unit: The sample consisted of mainly the authorized dealers of Tata
Shaktee, Durashine in southern Bengal. The respective fabricators of the dealers were
also taken into the sample and the customers of these dealers were also taken.
Sampling Frame: The references of the dealers were taken from the authorized
distributor of Tata Shaktee, Durashine in West Bengal. The database of the fabricators
and customers were being provided by the dealers.
Sampling Technique: The sampling technique used here was Quota sampling as we
had covered the respondents only in the southern part of West Bengal.
Sample Size: The sample size consisted of 20 dealers, 32 fabricators and 18
customers.

31. DATA COLLECTION
Data are of two types: Primary data and Secondary data. As we had no secondary data
available with us we collected primary data by going directly to the field for close to
six weeks. About 20 dealers, 18 customers and 33 fabricators were covered the details
of 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 in
the future. It is in the form of an excel sheet. The data has been compiled in the form
of pie- charts and bar diagram which has been shown in the analysis portion. The
analysis portion is being divided into three portions- dealers report analysis,
fabricators report analysis and customers report analysis.

32. DATA ANALYSIS
Data of any form has to be given a right platform to make a meaningful understanding
for the decision makers. As mentioned above the data has been maintained and
recorded in the excel sheet. The data has been compiled and arranged in tabular and
graphical forms. The graphical form includes pie-charts, bar diagrams and tables for
quick reference. Graphs have been used for analysis part.
In some places the likert scale has also been used and the data recorded has been
transformed into pie-charts to show the satisfaction level of the customers.The bar
diagrams have been used to compare the records of the respondents. All the details of
the dealers, fabricators and customers have been recorded in the data sheet in excel
format.
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, DURASHINETMTypical
Accessories

33. FABRICATOR REPORT ANALYSIS
The 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.

34. 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:

35. Inference: This pie chart shows that a majority of the fabricators work on small
scale projects which are mainly under the area bracket of 1000 to 5000 square
feet. Most of the fabricators do not want to do projects which involve bigger areas
i.e. more than 5000 square feet as they do not have the proper training to do so. So
training 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 as
structural work, so the fabricators can be pooled together according to their

36. respective dealers and train them properly so that they provide better quality work
to 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:

37. Inference: It can be said that a majority of the fabricators are providing 20-30
roofing solutions per year which can be increased with proper training and linking
them to the dealers.
“CLUB SHAKTEEMAN”

38. THE FABRICATOR MEMBERSHIP
The Fabricator Loyalty Programme would extend to fabricators
categorised into two tiers:

39. TIER 1 TIER 2
Fabricators 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

40. MEMBERSHIP CRITERIA

41.  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

42. 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 – 2000
1000 – 1500 2000 – 3000
1500 – 2000 3000- 4000
2000 – 4000 4000 – 8000

43. Pass Book Design (Outside)
Passbook Design (Inside)
SHOP BRANDING

44. PROMOTION SUPPORT

45. TESTIMONIALS

46. “Mein jaanta hun ki Tata ki quality bahut achhi
hai, par usko khareedne ke liye paise kahan se
laaun. Bahut mehnat karke do waqt ki roti
naseeb hoti hai”
..... Sanket Das, Ganjam Dist. Orissa
“Apne naye ghar mein maine Tata Shaktee GC
sheet lagayee hai kyunki main sirf Tata ki quality
pe hi bharosa karta hun”
.....Debashish Mandal, Malda Dist.,West
Bengal
“RCP ke hone se hum Tata ki sheet ka sahi
daam jaan patey hain. Dealer kabhi humein
dhokha 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

47. fans to reduce humidity level inside the sheet storage point. If the sheets are not
required for immediate use, it should be stacked neatly and clear of the ground at
covered 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 or
saw 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 the
graphite content can create an electric cell when wet and this may cause deterioration
of 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 it
produces 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 as
it 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 on
the life of a roof or wall.
Maintenance includes the following:
Preferably, washing should be done at least every six months and more frequently in
coastal areas where moisture in atmosphere contains high level of salt. Washing of
roof is also recommended in areas of high industrialization, which have higher
content of oxides of sulphur, nitrogen and chloride salts along with humidity in the
air.
Regular inspection of roofs and walls for problems before they become major
corrosionsites.

48. 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 with
other commonly used material in construction. Contact with some non-compatible
material and even water or moisture flowing from such material can adversely affect
the life of the sheets.
GENTABLE- 1: LIST OF NON-COMPATIBLE MATERIALS
Incompatible Materials
Limestone (commonly used in coloring cement walls)
Pesticides
Wet and dry concrete
Soils
Lead
Copper
Uncoated steel
Carbon (in pencils and some rubbers)
Chemically treated wood or plywood
Materials having excessive moisture content
(Non-seasoned timber, bitumen sheets and washers)
Note: The list mentioned above is not exhaustive. In case of doubts on compatibility
of other products being used with roofing sheets but not mentioned above, kindly seek
advice 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 –

49. 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 GIVE
A. Events and workshops can be organized where the fabricators are given
knowledge and training about the kind of work they have to perform.

50. 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
CONCLUSIONS
After the extensive survey conducted in the market and speaking to distributor,
dealers and fabricator , I believe the initiative by TSL to offer Complete Roofing
Solution in the steel roofing market is a step in the right direction and will go a long
way in securing the customer delight and ultimately share of business.
Secondly,after going through the data and fabricators form it was found that most of
the fabricators are self employed and they can be brought under one roof named
CLUB SHAKTEEMAN.
Club Shakteeman is the next step taken by TSL to move one step further than its
competitors.This will given recognition to the fabricators and will be a service to the
customers in the roofing solution.

51. SOME PROJECT PICTURES
At Jyotirmoyee Knowledge Park, for meeting a customer.

52. At IIT, Kharagpur for meeting a fabricator.