DCCAB – Assignment 5

Arnab Mukherjee
Charu Chopra
MAP 1
Light Hearted
Brook Bond

Taj Mahal Cultural norm

Red Label
Arrogant Modest

Cultural norm
Tata Tea

Provocative
MAP 2
Flirtatious
Brook Bond
Taj Mahal
Cultural norm

Intense Casual
Society Tea

Red Label
Cultural norm

Committed
MAP 3
Special
Taj Mahal
Brook Bond

Cultural norm
Red Label

Sober Celebratory

Cultural norm Wagh Bakri

Regular
MAP 4
Rebellious

Tata Tea
Cultural norm

Healthy Indulgent
Red Label
Taj Mahal

Cultural norm

Wagh Bakri
Traditional
MAP 5
Self Righteous
Society Tea
Tata Tea

Cultural norm

Connected Individualistic
Brook Bond
Red label
Cultural norm

Flexible
Best 3
Connected – Self Righteous
A sense of self righteousness that benefits the mass
Tata Tea – Jaago re TVC
ability to do something for the society while appearing
smart, confident and self made
appeals to the youth- how are also a major tea drinking
population but previously untargeted
CSR initiatives, educative messages
Regular - Celebratory
Celebration of everyday life
Dairy milk.. Aaj khush hoon khamakha, McDonalds
Har chhoti khushi ka celebration
Time spent providing that could be spent with closed
ones
Rewarding your own self
If a premium tea wants to increase usage
Affordable Luxury, Aspiration-Creating brands (e.g.
Lux)
Traditional - Indulgent
A socially casted person breaking barriers to achieve
his/her desires
Tanishq, Nalli
Aspirations different from what the society/ family
permits
Increase the number of occasions for drinking tea (Ice-
Tea)
Youth centric brands, goods that were sold by
traditional business houses or trusted blokes