Venkatesh S – 12BM60072

Vineeth Mathai – 12BM60013

INTRODUCTION Tata Steel is the most well known and dominant player

in the steel industry in India.

Strong B2B relationship with suppliers and business customers.

Internet penetration in India is at 10.2%(As of Dec 2011).

India will have the 3rd largest internet savvy population in the world by 2014 – Estimated to be 700 million users.

PROBLEM DEFINITION Tata Steel shares a strong relationship with its

suppliers and its business customers.

End users of Tata steel products have low awareness regarding the brand.

Decisions to purchase steel for building new houses as well as for end consumer use can be strongly influenced by end users.

Decision making patterns of consumers expected to change due to high internet proliferation.

PROPOSAL Leverage the use of social media such as Facebook,

Twitter, Youtube to establish a wider customer connect.

Improve Tata Steel’s visibility on the Internet by increasing integration with search engines like Google.

Applying the concept of the “Zero Moment of Truth”.

Channelize customer intent to buy/influence buying decisions for steel.

Provide an application for end users to understand where Tata Steel products fit in their lives.

Leveraging Social Media Social Media as a platform for communicating value to

end consumers in language that they understand.

Running awareness campaigns on the presence of Tata Steel in products used by end consumers.

Integrating Social Media with the company website.

37%(2011) of the Indian Internet population use social media

Indian Internet population to hit 300 million by 2014

Internet Search and ZMOT Reaching out to end consumers will require search

engine optimization for the company’s and related websites.

Applying ZMOT for Tata Steel products – Ensuring the visibility of Tata Steel when customers first search for allied products.

Focus on mobility.

Increasing internet usage via smart-phones will require mobility applications and websites

Sales and Sourcing Optimization(SSO) App.

The purpose of the Application is to:

i. Facilitate automatic tracking of Sales Activities and real time communication with customers.

ii. Facilitate automatic tracking of Procurement and real time communication with suppliers.

iii. Efficient data management and integration with ERP.

iv. Facilitate mobile enablement for Sales representatives & Suppliers to improve Sales efficiency

SSO Mobility App Requirements The on field Sales Representatives will use this application

to plan and record their sales activities which include:

i. Planning Sales Calls

ii. Planning Meetings with potential customers

iii. Recording the results of Sales Calls and Meetings directly in the ERP system

iv. Initiating new customer registration and recording it directly in the ERP system.

v. The system will capture the relevant data for all potential customers regardless of the hunting stage thereby reducing dependence on individual sales representatives.

SSO Mobility App Requirements The Suppliers, Purchase Representatives and

Customers (after registration) will use this application:

i. Place orders with the Sales Department (Customers)

ii. Place orders for materials with suppliers

iii. Receive notifications from Tata Steel ( Customers and Suppliers).

iv. The Sales Department can track Sales Representative Activities and Utilization.

No Paper App:- Orders to Suppliers , from Customers are processed

through ERP & communicated through SSO App.

Each Order would generate a specific BarCode ,Similar to FMCG’s .

All material movement across suppliers & Customers will happen along with this Code .

Customer:- Order Rcd Erp Generated BarCodeDelivery to customer with BarCode (No invoices) Customer Acknowledges receipt on verification.

Supplier :- Order via SSO & Barcoded PO Supplier sends Barcoded material without Invoice .Material is inwarded with barcode . Stores verifies material rcdagainst order & books receipt.

High Level Architecture

ERP System

SSO Mobility & No Paper

App

SSO Mobility & No Paper

App

Sales Rep.

PotentialCustomer

SupplierPurchase

Rep.

Sales and Procurement Divisions

Benefits: Reduction in the processing time for new orders, new

customer registration.

Real time data sharing with suppliers and customers.

Reduction in transaction cost

Reduction in travel expenses and improvement in managing Sales Representatives utilization.

Efficient target hunting by recording details of failed sales pitches and reasons for the failure.

Cost EstimatesItem Resources Approximate Cost(INR) Category(INR)

Hardware NA Assumed use of existing computers Non-Recurring

Hardware NA Bar Code Scanners at Receiving & Dispatch Sections

Non-Recurring

Software NA Depends on technology Non-Recurring

Development 4 17,60,000* Non-Recurring

Maintenanceand Support

1 2,20,000* Recurring

*Assuming that 1 resource costs $25 per hour at 55 INR for 8 hours a day, 20 days a month. Development duration is approximated as 2 months

THANK YOU