An overview of focused initiatives that have shaped the Tata Structura brand and established it as a leader in the new-age structural materials business

Abstract

This article presents an overview of the initiatives taken by Tata Steel’s Tubes SBU to establish the Tata Structura brand.

The Steel hollow section's (Rectangular,Square and Circular) were being manufactured and sold by the Tubes SBU for over the past ten years. These sections did not possess a distinct brand identity and its potential for growth had remained largely unutilised and unexplored. However in the recent past a few key initiatives were taken resulting in a paradigm shift in the way the structural business is conducted.

These initiatives, commencing with the launch and repositioning of these sections as Tata Structura have resulted in the brand being widely known and respected by architects, engineers and construction professionals across the country. New applications are being designed every day and the brand appears poised for exponential growth.

One of the key drivers of success of Tata Structura has been its “Opinion leader management initiative”. This article provides an overview of the process that was followed to devise and design the Influencer Management Programme and also evaluates the impact of the activities undertaken.

Key Words

Steel Hollow Sections, Usage, Opinion leaders, Influencers, AEC (Architects, Engineers & Construction Professionals),Brand Management, Influencer Management, Key Success Factor, Inform, Interact, Inspire.

Introduction

Tata Steel’s Tubes SBU has been manufacturing Steel Hollow Sections for the last ten years. While the Steel Hollow Section's business had been growing at a 20% CAGR over the past five years, future aspirations necessitated a paradigm shift in the way the business was conducted.

The market was at an inflexion point wherein acceptance of the product was increasing with a corresponding increase in competitive intensity, leveraging the gaps that had not been covered by us. The market was ripe for consolidation. The need was to create a powerful brand and also design initiatives to enhance the usage manifold.

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