Brand Identity of Alloys by Innovative Packaging - Design Honour
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Transcript of 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!!
DST0011140107000 Brand Identity of Alloys by Innovative Packaging
Ferroalloys and Tradition
….. or is it ?
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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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
DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
Product Variants – Colour Coding
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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
Communicating the Value Proposition
making the value proposition important to the customer across the value chain
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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
Communicating the Value Proposition
Delivery in Branded Trucks
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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
Communicating the Value Proposition
Hoardings
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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
Communicating the Value Proposition
Flyers
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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
Communicating the Value Proposition
Press Advertisements
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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
Customer Feedback – Marketplace Results
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DST0011140107000 Brand Identity of Alloys by Innovative Packaging
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