The interiors of the Tata Wiron Shop

Retail Value Management, Haat Campaigns, customer and retailer meets have all ensured that the footfall at the company’s retail outlets and Haats across the company has been satisfactorily heavy. This will fulfill Tata Steel’s goal of making all its channels stronger and matching the customer's wish-list everytime he comes into to buy a Tata Steel product.

Since the company began its endeavour to reach out directly to the customers and create a positive brand referral through word of mouth. The company’s brand teams have attempted to create a distinct identity for the shops so that the shops too are branded.

Standardised Tata Tiscon shops have been created across the country to reinforce the trust that customers have in the brand. A total of 30 such shops have been created in West Bengal, Jharkhand and the North East. Each of them have standardised signages and counters. The Tata Tiscon team intends to brand all the important outlets across the country.

Tata Steel’s Flat Products (Branded and Distribution) group launched an all India Haat and Mela Campaign on February 7. The campaign was rolled out in 11 states of the country and continued till May. The company intends to cover 100 haats during the year and interact with over 5 lakh customers. Since the campaign, the retailers have also reported an increase in footfalls.

The Tata Pipes team has also rolled out Retail Value Management in West Bengal. Tamil Nadu is the next state that it hopes to enter.

The company is now preparing to launch the Tata Wiron brand. Just as for the other brands a complete plan for all avenues of branding and visibility have been drawn up, including the retail outlets.
     

TATA SHAKTEE’s Haat Promotions follow a certain pattern: A branded stall is put up at the Haat to attract rural customers. Announcements are made at the stall inviting people to come to the TATA SHAKTEE GC Sheet stall Jingles are also played at the stall in local languages Consumers, mainly farmers, are met by sales people who talk to them about the product Product pamphlets are distributed to consumers promoting the shop of the local retailers TATA SHAKTEE sales people at the stall keep a record of the footfall at each Haat
	At each Haat a number of consumers are interviewed to learn more about buying behaviour, roofing preference, etc. At the end of the campaign the team cross-checks with the retailers to ascertain if footfall has increased
The Tata Wiron Shop at the drawing board stage