brand identity of alloys by innovative packaging - design honour

DST0011140107000 Design Honour - Touch

Brand Identity of Alloys by Innovative Packaging

Reinforcing Brand Identity & Product Superiority and facilitating ease of use of ferroalloys

by Innovative Product Packaging

Mr. Prabhash Gokar n Head, Raw Material Projects, Tata Steel Ms. Sria Majumdar Manager, M&BD, FAM, Tata Steel Mr. R Palit Head, M&BD, FAM, Tata Steel Mr. Subodh Pandey COMS, FA&M, Tata Steel Ms. Sumi Chaudhury Proprietor, Voyagers (Ad Agency)

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221 entries

12 entries

This project was among the twelve best from over 200 entries across the Tata Group

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1. Ferroalloys and tradition 3

2. Unexpressed Customer Needs 4

3. Differentiation – a business need 5

4. Finding a Solution 6

5. Overcoming Several Hurdles 8

6. Communicating the Value Proposition 11

7. Success – going beyond original scope 16

8. Customer Feedback 18

DST0011140107000 Brand Identity of Alloys by Innovative Packaging

Presentation Structure Slide

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Ferroalloys • Ferroalloys used in steel making for

deoxidation & alloying

• Industrial Product, used in the heat & dust of a steel melting shop floor

Traditional Packaging Either sold loose or sold in gunny bags

with no/non-descript markings

Use the cheapest option available – after all how does the packing matter – it is only what is inside that counts!!


Ferroalloys and Tradition

….. or is it ?

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Unexpressed Customer Needs

Handling & Transport • Difficulties in loading and unloading of ferroalloy bags

Spillage & Wastage • Bags deteriorate over time – ferroalloys spill through the gaps

Non Descript Markings • Difficulties in easy identification of grades; chances of a mix-

up; specially as most stores are not very well lit

Non Standard Weight • Weighment on shop floor before alloying a standard practice

Enroute Pilferage & Contamination • Difficult to prevent or detect

Sold in lot sizes of a truck load • Need to maintain high inventory – a problem faced specially

by our smaller customers

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Differentiation – a business need

Tata Steel : large player with aggressive growth plans • Largest ferroalloy player in India, 4th largest Chrome alloy player

globally • Implementing two projects to raise ferroalloy capacity from 350kT

today to 460 kT by FY17

Demand Slowdown – possible overcapacity • Market prices moving in a narrow range

Need for differentiation • Convey superiority of products in a competitive marketplace • Capture the hearts and wallets of customers – build customer loyalty

and capture market premium • Unexplored Market Opportunity in the SME segment

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Finding a Solution

Market Needs Opportunity for Differentiation

Difficulty in handling bags during transport Superior Bags with handles

Enroute Pilferage and Contamination Distinctive tamper proof sealing

Mix-ups on the shop floor Bold visible markings on white bag

Lack of source authenticity Bag wise traceability solution

Bulk Sales – MOQ of one truck MOQ of a single bag

Varying weight packed in a bag Solution to enable exact weight

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Finding a Solution – the evolving bag

Brand name enhancing Product recall

Stylized Logotype

Bright bold & visible text brightly coloured “happy”

markings

from August 2012 c 2011 - 2012 prior to 2011

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2 Unitization / Packaging /

Sealing Sealing

Exact Weight

• Tear proof bags and sealing solution

• Weighment systems installed at

plants

• SOP for training & training to

workers

Bagging


Overcoming Several Hurdles

Bagging solution incorporating security, traceability and “easy to use” features

1 Changing the Bag

• High quality HDPE bags

• Strong bag with strong handles

facilitating movement & storage

• Colour Coded

• Bright, bold & visible text ensuring

availability of all needed information at

place of use

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Overcoming Several Hurdles

4 Education across our

plants

• Uniformity in product

packing across plants, and

products

• Developing visual SOPs

• Quality Assurance systems

3 Bag Traceability

• Innovative, unique

solution developed for

bag wise traceability

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Product Variants – Colour Coding

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Communicating the Value Proposition

making the value proposition important to the customer across the value chain

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Delivery in Branded Trucks

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Hoardings

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Flyers

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Press Advertisements

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Success – going beyond original scope

Extended across all products • Initially developed for SilicoManganese sales through

distribution to SMEs, today all ferroalloy products – FeCr, FeMn, Cr Conc & SiMn sold across all markets in innovative packaging solution.

Market place results • Increased customer base – including strong distribution sales

to SMEs, increased customer loyalty & repeat purchase, lower customer complaints with respect to shortages and contamination

Partners Across Value Chain Happy • Lower transportation rates offered by truck owners • Logistics partners more willing to transport unitized product

due to ease of handling and lower losses due to security features

• Job creation at our distribution partners for 3-4 people/distributor

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Success – going beyond original scope

Increased Sales • Increase in sales of ferroalloys & increased market

penetration(to SME segment). • Sales of ferroalloys to SME segment that can be directly

attributed to this is 2,328MT in FY13 and 43,000 MT in FY14 (against plan of 27,000 MT).

Lower Losses • Lower losses during transport due to unitization of ~0.5%

Increased Customer Connect • Increased customer connect with SMEs leading to increased

professionalization • Lower customer complaints – increased customer connect –

over 70% repeat sales.

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Customer Feedback Letter of Appreciation from EIC, FA&M

- 2,500

27,000

- 2,300

43,000

FY12 FY13 FY14

Sales of SilcoMag

Plan Actual

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Customer Feedback – Marketplace Results

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Questions ?

Competitor’s Bag

Competitor’s Bag

Tata Steel Ferro Alloys &

Minerals Division SILICO-

MANGANESE Produced at

SKS Ispat Lot No 7 /13

TATA STEEL’s BAG Stands Out

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Thank You

brand identity of alloys by innovative packaging - design honour

Marketing