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  • Atul Tata Tea

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    rohanpatil23
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    The document discusses the marketing mix and integrated marketing communication budget of Tata Tea. It aims to increase market share and generate brand awareness among consumers and businesses. The marketing mix includes Tata Tea's national and regional brands, its product ranges under Tetley, and its pricing, distribution, and promotional strategies. Promotion focuses on advertising, tradesales, and emphasizing taste, quality and imagery to differentiate Tata Tea brands from competitors.

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    The document discusses the marketing mix and integrated marketing communication budget of Tata Tea. It aims to increase market share and generate brand awareness among consumers and businesses. The marketing mix includes Tata Tea's national and regional brands, its product ranges under Tetley, and its pricing, distribution, and promotional strategies. Promotion focuses on advertising, tradesales, and emphasizing taste, quality and imagery to differentiate Tata Tea brands from competitors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    428 views10 pages

    Atul Tata Tea

    Uploaded by

    rohanpatil23
    The document discusses the marketing mix and integrated marketing communication budget of Tata Tea. It aims to increase market share and generate brand awareness among consumers and businesses. The marketing mix includes Tata Tea's national and regional brands, its product ranges under Tetley, and its pricing, distribution, and promotional strategies. Promotion focuses on advertising, tradesales, and emphasizing taste, quality and imagery to differentiate Tata Tea brands from competitors.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 10

    Topic covered

    ‡Marketing mix of Tata tea ‡ Integrated marketing communication ‡IMC budjet

    MARKETING OBJECTIVES
    Increase market share. Generate brand awareness within consumer target market and business target market.

    Marketing mix
    ‡ ‡ ‡ ‡ Product Price Place Promotion

    Product
    ‡ three national brands in the company s basket, Tata Tea, Tetley and Agni.

    ‡ three regional brands, Kanan Devan, Gemini and Chakra Gold

    Product range
    Tetley green tea ‡ Tetley green tea with ginger, mint and lemon ‡ Tetley green tea with honey and lemon ‡ Tetley green tea leaf

    Price
    ‡ The company is concentrating on building value around its brands to distinguish it from competitors. ‡ For economy segment average tea price is less than 145 per kg. ‡ For popular segment where pricing is in the 150-180 per kg. ‡ For premium segment beyond 180 per kg.

    Distribution
    MANUFACTURER WHOLESALER DEALER RETAILER CONSUMER

    Promotion
    ‡ Create an advertising campaign to build brand awareness and differentiate products quality from competitors through emphasizing tradesales promotion to support distribution strategy. ‡ Tata Tea s brand-building initiatives are focused on taste, quality and imagery

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