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Tata Steel (Tata Ticson)
Submitted to – Assist. Prof Dr.Sameer Hamdan
IKM~608 – Innovation& Knowledge Management Application
Choudhry Umer Sultan - 20223081
Tata Steel
WE ALSO MAKE TOMORROW
Choudhry Umer Sultan – 20223081
Introduction
Tata Iron and Steel Limited is
an Indian multinational steel
making company headquartered
in Mumbai, Maharashrta,India
and a subsidiary of the Tata
Group.
Key people:
 Ratan Tata (Chairman Tata Group)
 Natarajan (Chairperson Tata Steel)
Chandrasekaran
 T. V. Narendran (Managing Director)
Overview of Tata Steel
 It is Asia First & India's largest steel company in private
sector established 1907
 It is one of the largest steel producers in India with a
production capacity of 34 Million Tonnes Per Annum.
 It is 5th largest steel producer in the world
 Workforce of 65000 people across the world
Tata Ticson
 Under The Banner of Tata Steel launched in 2000 Tata Ticson (Joy of
Building)
 India’s Only Rebar ‘Superbrand’
 Superior Quality Constantly Evolving Technological Innovation
 India’s 1st TMT rebar Launched With Technological Support From
Morgan, USA
 Workforce of 32,364 employees
Products of Tata Ticson
Major Production:
 Hot & cold rolled coiled and sheets
 Wire & rods
 Construction bars
 Steel casing Pipes
 structural and forging quality steel
 Tata Tiscon 500 & 500D rebars
Six Skills of Excellence
Achievements
 Golden Peacock award for CSR
 Tata Steel Ltd was awarded the CII-ITC Sustainability Awards
2014 - "Business of the Year"
 Tata Steel conferred the IEI Industry Excellence Awards, 2014
 UKTI India business award 2009 (UK trade and India investment
award )
 Safety excellent award in Beijing in oct 2009 (with Corus)
 Produce more than 5 million crude steel in 2007-2008
Tata Tiscon ppt - 20223081.pptx
Tata Steel Rebar Certification
Tata Steel has become the first Indian
steel company to receive the GreenPro
Certification for rebars. The GreenPro
Eco label enables end-users to make
an informed choice about buying steel
with the lowest environmental impact.
This certification has made Tata Steel
the first GreenPro certified.
Tata Steel Innovation
 Launched Tata Agrico in 1920s, the 1st brand of steel agricultural implement in India.
 First to introduce a retail brand of reinforcement bars with Tata Tiscon.
 First to introduce branded stirrups - Tiscon Super links, also available online.
 First to introduce branded footings from Tata Tiscon.
 Communication & recognition a number of initiatives have been launched to spread the
message of innovation & recognise innovators. Tata Group Investigation Forum (TGIF)
 Tata Steel has being recognised in the Top 25 Innovative Indian Companies in 2020
Tata Steel launches 'Joy of
Building' initiative
The chief of manufacturing, long products, Tata Steel, Suresh
Kumar launched “Joy of Building”, an initiative of Tata Tiscon,
the premium rebar brand of Tata Steel, at Dealers
Communication meet.
“Joy of Building”, the new branding initiative of the super brand
from Tata Steel’s brand portfolio, was unveiled on October’1 by TV
Narendran, managing director designate, Tata Steel, at
Jamshedpur Steel Works.
Tata Tiscon always aims to make the process of building a home
enjoyable for the consumers.
Tata Steel Branding
( Joy of Building)
Joy of Building is one such major initiative which one will feel while making
their dream house, away from any anxiety.
Normally the very thought of building a house of its own which everyone
aspires in their life gives nightmare. Tata Tiscon however keeps innovating in
the rebar market by its unique customer-centric offerings.
It is already providing Cut & Bend rebar applications to both large
infrastructure companies and small & medium scale enterprises.
In 2011, Tata Tiscon was the first to launch ready-made branded stirrups,
Tiscon Super links, targeted at individual house builders.
Rebar Innovation
The Ticson Ready build customised Rebar Solution
customises the lengths of the rebars and bends them
to required angles, in accordance with the given
projects specifications. The fast and efficient service
caters to every kind of reinforcement requirement,
redefines concepts of time and inventory management,
and reduce material wastage.
TATA TISCON STANDS FOR
With an unmatched commitment to
building Atoot Jod mean unbreakable
homes, fulfilled dreams are the lasting
legacy of Tata Tiscon. Superior quality
building materials, industry leading
automation and unbeatable support
for our network of home builders,
engineers and dealers come together to
make Tata Tiscon India's leading TMT
rebar brand.
Tata Ticson Key Highlights
0.5 Million
Consumers
Per Annum
6200+
Dealers
25000+
Masons
100+
Customers
Service
Engineers
1000+
Architects
Advantages
Reliability of Steel & Supply
Better Site Productivity
Better Quality Construction
Reduce Wastage
Less Time Taken
Reduce Project Cost
Tata's Retail Strategy (RVM)
There were nine levers of Tata Steel's Retail Value
Management (RVM) Strategy – company,
distributor, retailer, consumer, opinion leader,
value influencer, direct marketing, mass media
and word of mouth – that covered the interest of
each stakeholder.
RVM
 The introductory period between 2002 to 2007 focused on creating brand
identity and establishing the channel.
 The growth period between 2008 and 2012 focused on enhancing capability
and consumer experience.
 The maturity period from 2013 focused on providing customised solutions
and redesigning several offerings through innovation.
 In 2013-14, it re-organised its marketing and sales organisation that
focused on two verticals
Tata Tiscon ppt - 20223081.pptx
A Tata Steel Retail Store
As part of its RVM focus,
Tata Steel started
appointing 500-1,000
new retailers (aka
dealers) every year.
Within a distributor’s
territory there would be
60-200 retailers.
Consumer insight focus –
TQM Practice
Total Quality Management (TQM) is the essential
Management approach that ensures that organizations
meet and exceed customer expectations in respect of
products and services. The First-ever TQM diagnosis for
The Deming Grand Prize (DGP) challenge conducted by
JUSE was carried out at Tata Steel in the year 2011,
and eventually, Tata Steel became the first integrated
steel company in the world to win the coveted DGP in
2012.
TQM implementation in Tata Steel
Tata Steel adopted Total quality management (TQM) in
their process and achieved high quality in the company.
The quality initiatives taken by Tata Steek is the first
integrated steel company in the world to win the world's
highest award of quality, the deeming Application Prize.
Economic slowdown in 2008 – Confidence is an outcome
ability to use TQM to achieved its desire goals.
Implementing TQM
There are some major steps taken by Tata Steel for implementing TQM they
are as
given below:
1. Understanding Customer Needs
2. Infrastructure Strengthening
3. The Improvement Philosophy
4. Performance Improvement in the Tata Steel Group
5. Strategic & Policy Management
6. People Management
7. Daily Management
Competitive Analysis
JWS STEEL TATA STEEL
Performance Improvement
Standardise
Improve
Innovate
Customer Focussed Culture
Driven By Employees
Knowledge Management At Tata
Steel
Codification
•Tacit –
Explicit -
Tacit
Personalization • Tacit -
Tacit
Knowledge
Diffusion
Journey of KM in Tata Steel
Step 1
KM Initiation
• Bring people form
Different fields from
within the company
• Cultural Transformation
• Top Management
Support
• Connectivity & content
problem
• Co-operation
Step 2
Established Knowledge
Repository
• Share Experiences &
Corporate Intranet
• Knowledge piece &
query on KM site
• Integrate Repositories
at Division/department
level
Step 3
Knowledge Communities
• Link like –minded
People
• Solve Problem by
brain storming
• Share Tacit
Knowledge of Expert
• Indicolite the habit of
browsing of internet
among employees
Benefits of KM
Reduce cost &
Increase Revenues
Utilized Existing
Knowledge & Creating
new Knowledge
Other Benefits
Success Mantra Behind KM
Compulsory for all Employees to Participate.
Performance Assessment Program on
Participation Through KM Index.
Rewards & Recognition for New Ideas.
Conclusion
After conducting an in depth study of one of India's most
admired companies, we find that the company has many
strength and opportunities which it may capitalize on to
truly become a world leader in steel making along with
setting high standards for corporate citizenship and
social responsibilities towards a long term sustainable
growth.
Quote Fit For Tata Steel:
Your best quote that reflects your
approach… “It’s one small step for
man, one giant leap for mankind.”
- NEIL ARMSTRONG
This Photo by Unknown Author is licensed under CC BY-SA

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Tata Tiscon ppt - 20223081.pptx

  • 1. Tata Steel (Tata Ticson) Submitted to – Assist. Prof Dr.Sameer Hamdan IKM~608 – Innovation& Knowledge Management Application Choudhry Umer Sultan - 20223081
  • 2. Tata Steel WE ALSO MAKE TOMORROW Choudhry Umer Sultan – 20223081
  • 3. Introduction Tata Iron and Steel Limited is an Indian multinational steel making company headquartered in Mumbai, Maharashrta,India and a subsidiary of the Tata Group. Key people:  Ratan Tata (Chairman Tata Group)  Natarajan (Chairperson Tata Steel) Chandrasekaran  T. V. Narendran (Managing Director)
  • 4. Overview of Tata Steel  It is Asia First & India's largest steel company in private sector established 1907  It is one of the largest steel producers in India with a production capacity of 34 Million Tonnes Per Annum.  It is 5th largest steel producer in the world  Workforce of 65000 people across the world
  • 5. Tata Ticson  Under The Banner of Tata Steel launched in 2000 Tata Ticson (Joy of Building)  India’s Only Rebar ‘Superbrand’  Superior Quality Constantly Evolving Technological Innovation  India’s 1st TMT rebar Launched With Technological Support From Morgan, USA  Workforce of 32,364 employees
  • 6. Products of Tata Ticson Major Production:  Hot & cold rolled coiled and sheets  Wire & rods  Construction bars  Steel casing Pipes  structural and forging quality steel  Tata Tiscon 500 & 500D rebars
  • 7. Six Skills of Excellence
  • 8. Achievements  Golden Peacock award for CSR  Tata Steel Ltd was awarded the CII-ITC Sustainability Awards 2014 - "Business of the Year"  Tata Steel conferred the IEI Industry Excellence Awards, 2014  UKTI India business award 2009 (UK trade and India investment award )  Safety excellent award in Beijing in oct 2009 (with Corus)  Produce more than 5 million crude steel in 2007-2008
  • 10. Tata Steel Rebar Certification Tata Steel has become the first Indian steel company to receive the GreenPro Certification for rebars. The GreenPro Eco label enables end-users to make an informed choice about buying steel with the lowest environmental impact. This certification has made Tata Steel the first GreenPro certified.
  • 11. Tata Steel Innovation  Launched Tata Agrico in 1920s, the 1st brand of steel agricultural implement in India.  First to introduce a retail brand of reinforcement bars with Tata Tiscon.  First to introduce branded stirrups - Tiscon Super links, also available online.  First to introduce branded footings from Tata Tiscon.  Communication & recognition a number of initiatives have been launched to spread the message of innovation & recognise innovators. Tata Group Investigation Forum (TGIF)  Tata Steel has being recognised in the Top 25 Innovative Indian Companies in 2020
  • 12. Tata Steel launches 'Joy of Building' initiative The chief of manufacturing, long products, Tata Steel, Suresh Kumar launched “Joy of Building”, an initiative of Tata Tiscon, the premium rebar brand of Tata Steel, at Dealers Communication meet. “Joy of Building”, the new branding initiative of the super brand from Tata Steel’s brand portfolio, was unveiled on October’1 by TV Narendran, managing director designate, Tata Steel, at Jamshedpur Steel Works. Tata Tiscon always aims to make the process of building a home enjoyable for the consumers.
  • 13. Tata Steel Branding ( Joy of Building) Joy of Building is one such major initiative which one will feel while making their dream house, away from any anxiety. Normally the very thought of building a house of its own which everyone aspires in their life gives nightmare. Tata Tiscon however keeps innovating in the rebar market by its unique customer-centric offerings. It is already providing Cut & Bend rebar applications to both large infrastructure companies and small & medium scale enterprises. In 2011, Tata Tiscon was the first to launch ready-made branded stirrups, Tiscon Super links, targeted at individual house builders.
  • 14. Rebar Innovation The Ticson Ready build customised Rebar Solution customises the lengths of the rebars and bends them to required angles, in accordance with the given projects specifications. The fast and efficient service caters to every kind of reinforcement requirement, redefines concepts of time and inventory management, and reduce material wastage.
  • 15. TATA TISCON STANDS FOR With an unmatched commitment to building Atoot Jod mean unbreakable homes, fulfilled dreams are the lasting legacy of Tata Tiscon. Superior quality building materials, industry leading automation and unbeatable support for our network of home builders, engineers and dealers come together to make Tata Tiscon India's leading TMT rebar brand.
  • 16. Tata Ticson Key Highlights 0.5 Million Consumers Per Annum 6200+ Dealers 25000+ Masons 100+ Customers Service Engineers 1000+ Architects
  • 17. Advantages Reliability of Steel & Supply Better Site Productivity Better Quality Construction Reduce Wastage Less Time Taken Reduce Project Cost
  • 18. Tata's Retail Strategy (RVM) There were nine levers of Tata Steel's Retail Value Management (RVM) Strategy – company, distributor, retailer, consumer, opinion leader, value influencer, direct marketing, mass media and word of mouth – that covered the interest of each stakeholder.
  • 19. RVM  The introductory period between 2002 to 2007 focused on creating brand identity and establishing the channel.  The growth period between 2008 and 2012 focused on enhancing capability and consumer experience.  The maturity period from 2013 focused on providing customised solutions and redesigning several offerings through innovation.  In 2013-14, it re-organised its marketing and sales organisation that focused on two verticals
  • 21. A Tata Steel Retail Store As part of its RVM focus, Tata Steel started appointing 500-1,000 new retailers (aka dealers) every year. Within a distributor’s territory there would be 60-200 retailers.
  • 22. Consumer insight focus – TQM Practice Total Quality Management (TQM) is the essential Management approach that ensures that organizations meet and exceed customer expectations in respect of products and services. The First-ever TQM diagnosis for The Deming Grand Prize (DGP) challenge conducted by JUSE was carried out at Tata Steel in the year 2011, and eventually, Tata Steel became the first integrated steel company in the world to win the coveted DGP in 2012.
  • 23. TQM implementation in Tata Steel Tata Steel adopted Total quality management (TQM) in their process and achieved high quality in the company. The quality initiatives taken by Tata Steek is the first integrated steel company in the world to win the world's highest award of quality, the deeming Application Prize. Economic slowdown in 2008 – Confidence is an outcome ability to use TQM to achieved its desire goals.
  • 24. Implementing TQM There are some major steps taken by Tata Steel for implementing TQM they are as given below: 1. Understanding Customer Needs 2. Infrastructure Strengthening 3. The Improvement Philosophy 4. Performance Improvement in the Tata Steel Group 5. Strategic & Policy Management 6. People Management 7. Daily Management
  • 27. Knowledge Management At Tata Steel Codification •Tacit – Explicit - Tacit Personalization • Tacit - Tacit Knowledge Diffusion
  • 28. Journey of KM in Tata Steel Step 1 KM Initiation • Bring people form Different fields from within the company • Cultural Transformation • Top Management Support • Connectivity & content problem • Co-operation Step 2 Established Knowledge Repository • Share Experiences & Corporate Intranet • Knowledge piece & query on KM site • Integrate Repositories at Division/department level Step 3 Knowledge Communities • Link like –minded People • Solve Problem by brain storming • Share Tacit Knowledge of Expert • Indicolite the habit of browsing of internet among employees
  • 29. Benefits of KM Reduce cost & Increase Revenues Utilized Existing Knowledge & Creating new Knowledge Other Benefits
  • 30. Success Mantra Behind KM Compulsory for all Employees to Participate. Performance Assessment Program on Participation Through KM Index. Rewards & Recognition for New Ideas.
  • 31. Conclusion After conducting an in depth study of one of India's most admired companies, we find that the company has many strength and opportunities which it may capitalize on to truly become a world leader in steel making along with setting high standards for corporate citizenship and social responsibilities towards a long term sustainable growth.
  • 32. Quote Fit For Tata Steel: Your best quote that reflects your approach… “It’s one small step for man, one giant leap for mankind.” - NEIL ARMSTRONG
  • 33. This Photo by Unknown Author is licensed under CC BY-SA