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Tata Group

Corporate Branding of Tata group

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Tata Group

  2. 2. Identity CORPORATE MISSION • To improve the quality of life of the communities Tata Group serves globally, through long- term stakeholder value creation CORPORATE PHILOSOPHY • Operating in a manner which evokes trust among customers, employees, shareholders and the community. Commitment to protect this heritage of leadership of trust through the way in which TATAs conduct business CORE VALUES These five values continue to direct the growth and business of TATA companies: • 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
  3. 3. • 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 continue to be responsible, sensitive 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 CORPORATE CULTURE • Customer Centricity • Sustainable Innovation • Entrepreneurship • Trustworthiness • Business Excellence • Future Thinking Examples of Innovation: TATA Nano, TATA Swach, Aluminium body in JLR Cars and Silent Track System of TATA Steel Identity
  4. 4. Employees’ View of Identity • Tata companies together employ over 581,470 people • Tata Group aims at the following w.r.t. the people working for them: – Long-term VALUE CREATION for all stakeholders – TRUST among employees – LEADERSHIP WITH TRUST in the manner of conducting business • Initiatives for grooming employees at various junctions in their career: – TAS is an entry-level induction programme which provides young managers multiple opportunities for professional growth – TMTC is an in-house training center which meets corporate learning and development needs for Tata executives – SCIP creates opportunities for women returning to the job market after a break by offering live business projects with flexible schedules – HRDP recruits HR post-graduates from B-Schools and trains them for a year with rotations in recruitment , performance management system, employee relations, etc. – Tata Business Leadership Award is also an endeavour to create awareness among management students about the Tata brand • What the employees say? – ETHICAL PRACTICES/ STABILITY/ EMPLOYEE FRIENDLY/ LEARNING & DEVELOPMENT
  5. 5. Marketing Communications Strategy • Titan (Positioning) – Attribute, User, Competitor, Price • TATA Motors – Different ATL and BTL strategies • TATA Power – IMC plan around emotional factor • TATA Global Beverages – ‘Jaago Re’ | ‘Vrath Yatra’ • Taj Hotels – High end targeting (ET, CNBC, Travel) • Pattern – Constantly portraying the emotional factor – loyalty, trust, pride
  6. 6. Products & Services Company Products & Services Tata Motors Heavy & Light commercial vehicles; cars & utility vehicles; trucks & busses etc. Tata Steel Flat products; tubes; sections; rods; structural steel roofs Titan Watches; belts; wallets; eye gears; frames; lenses etc. Tata Chemicals Consumer salt; water purifier; industrial salt; fertilizers etc. Tata Consulting Services Banking & insurance products; knowledge products; healthcare products; engineering products etc. Tata sky Tata sky HD; multi tv connection Voltas AC; deep freezer; water cooler; water dispenser etc.
  7. 7. Image – TATA Brand • Associated with Trust – going on for 100 years • Interfaces – Symbol: The current blue 'T' designed after AC Nielsen sample survey about their perception of the brand in 1999 – Communications: Association with activities like sporting events, music concerts, knowledge events etc. which symbolized youth and energy to keep it contemporary • Image has always been of a mentor, but now also trying to be perceived as a fighter and a winner • Tata stands for one thing when it's on a car; something different when it is on a watch and quite another when it's telecom • Also going global has given the brand recognition according to the industry of the TATA product
  8. 8. Image Audience Motors Chemicals Steel TCS Titan Voltas AC Customers Most valuable award Varied range Tata Salt – One of most trusted brands Highly recognized, 26 countries Superior customer service and intimacy Varied Range, customer service Not trustworthy , bad quality Government Recognized Fulfills regulations Supports R&D no major legal issue Govt. projects e.g. ERP for IRCTC No major legal issue EC complaints, consumer forum Local Community CSR Funds and Trusts Green technologies pioneer in employee welfare CSR champion CSR activities Trying to minimize carbon FP Financial Trusted Mostly positive stock Mostly positive stock 2nd most profitable company 7th Global revenue rank Market Cap. 5 yrs. of growth, slowdown in topline 3 years of stagnant growth Buyer-Supplier Joint ventures Fiat Cummins Tata Kisan Sansar, Total Produce, European Europe- Corus First to offer BPO service, insurance in UK 32 counties, efficient managemen t Supplier diversity Media- Influential Grps Popular - Environment Protection Awards Highly Ranted and global ranking 50+ prestigious award Not such cordial relations
  9. 9. THANK YOU