Brand Management Assignment On

Submitted By: Esheeta Ghosh 2011071

Submitted To: Prof. R. Kamble

1

....... 11 Figure 9: 'Pamper Yourself' print ad for Dessert Tea launch ..................... 8 Figure 6: TVC after Brooke Bond acquisition by HUL ................... Introduction .......................... 4 3..................................................... 10 Figure 8: Aapka Taj Andaaz TVC ....................................................................... Product Line ......................... 11 6.................................................... Brand Ambassadors ...... 7 Figure 5: Wah Taj campaign featuring Zakhir Hussain and Aditya Kalyanpur 1990 .. Promotional Events ...................................................................................................... 5 4........... 7 5............................................................................................................. Cardamon ......................... 13 7....4 Figure 2: Taj Mahal Packet Tea………........................ Conclusion……………………………………………………………………………................................................................................ 4 Figure 4: Print Ad 1972 ......... 3 2..................................................... 9 Figure 7: Recent TVC featuring Saif Ali Khan with Chitrangadha Singh ............... Lemon..........................................................................................................................................Contents: 1..................... 11 Figure 10: Taj Mahal Green Tea Packaging ..................................................................................................................Ginger.....................................………16 Table of Figures: Figure 1: Taj Mahal Tea Bags ………………………………………………………….......................................................................... Taj Mahal Tea Ads ................................................................. Brand Extensions ........................................................................................................... 11 2 ..............4 Figure 3: Taj Mahal Flavoured Tea Bags ..............................................

It is special because it is about great craftsmanship. like instant tea (in the form of Dessert Tea) and the list is long. who would like to have one cup of tea every 30 minutes. first to introduce tea bags. Taj Mahal is not merely a cup of tea but a superlative experience that demonstrates connoisseurship. 3 . everything about Taj Mahal is special. Taj Mahal lives up to its special trait in terms of brand ambassador with formerly Zakhir Hussain and now Saif Ali Khan. We have got hundreds of popular tea bends in India. It is special because it is a connoisseur‟s delight. There is a certain element of royal flavor attached to the brand. like we have serial smokers we can find several Indians who are serial tea drinkers. As far as branding is concerned. it has a series of first attached to its name: the first premium tea. It has been popularly known as „India‟s best tea since 1966‟. and new ones are being introduced every month. So. then one ought to have lot of brands and competition for it. True to its name the brand „Taj Mahal Tea‟ has had its presence for the last four decades and has been undoubtedly the gold standard of tea in India. and a part of their routine. if something is popular in a land of one billions. and tea is no exception to this rule. first to usher in new formats and concepts. Launched in the 60‟s under the umbrella brand Brooke Bond of Hindustan Unilever (Erstwhile Brooke Bond and company acquired by Unilever in 1982). and one can find millions of Indians. Having the first mover advantage. first and only tea brand in vacuum packs. India is a land of „Teaholics‟.Introduction Having tea is a kind of ritual in India! People are addicted to it. It has been a pioneer of innovation and has evolved consistently with changing times in the Indian Market.

Cardamon 4 . Brooke Bond Taj Mahal tea has been a choice of the astute lot. the first tea bags concept followed by different flavoured tea: ginger. It all started with Taj Mahal packet tea which was the first premium tea in India.Ginger. Then they also launched the tea bags. The first vacuum packs ever were also launched by them. They also have tea bags for green tea. full-bodied brew with a lingering aroma that makes an individual say “ Wah Taj” on taking a sip of it. Figure 1: Taj Mahal Tea Bags Figure 2: Taj Mahal Packet Tea Figure 3: Taj Mahal Flavoured Tea Bags . as a symbol of the best of India. cardamon and so on. They ensure the finest quality to create a robust. Lemon.Over the years.

Over the period of time. the recall was high. 200 crore tea brand was losing relevance among the new breed of consumers. HUL wanted to keep the royal element alive.The brand Taj Mahal has always spoken the words of extraordinary. The collaboration with the brand and the ambassador went that far that Ustad once challenged in a TVC in 2001 that he will stop playing tabla if he come across a better tea. With changing times. Ustad and his fans are getting older. royal and exclusivity. Saif Ali Khan is an attempt to make the brand more contemporary. Generally brand ambassadors focusing one category can give great results as we w find in case of Taj Mahal. That TVC created lot of controversy. The brand Taj Mahal has been very cautious while selecting its brand ambassador. they always want to highlight the very fact that Taj Mahal is „special‟. Ustad and Taj Mahal was touted as the classic example of a successful celebrity endorsement. Taj Mahal has been using the Tabla Maestro ever since 1990's. premium. Ustaad Zakir Hussain. is a symbol of excellence in the field of music. Whether it is their ads. perfection and talent exemplifies the greatness of Taj Mahal. HUL had reasons for changing the brand ambassador. Since Ustad Zakir was endorsing only this brand. So the 5 . focusing the royal element of the persona. or their packaging or even while having their brand ambassador. Hence there is a chance that the new generation may miss out on the charm of Ustad thereby creating a generation gap. the brand ambassador became synonymous for the brand. Ustaad through his rigour. Taj Mahal‟s first brand ambassador. and especially with rivals like Tata Tea roping in youth icon like Sani Mirza as brand ambassador to connect with the youth. It was time for HUL to decide on a new twist to the image associated with Zakir Hussain. This association is the longest association between a brand ambassador and a brand in the world. the Rs. Even while changing its brand ambassador in 2006 and bringing in Saif Ali Khan.

the transition could have been more effective if the TVC had both endorsers. This " hazaron me ek" tea was promoted using the baseline " Wah Taj " during the days of Ustaad Zakir Hussain when we saw him playing the table infront of Taj Mahal saying “Wah Taj” The brand was consistent in using the same promotional strategy and the baseline. HUL does not want this to happen with a power brand like Taj Mahal. HUL is cautious about the brand because Tata Tea has serious plans to capture a major chunk of the premium tea market. the brand will surprisingly find itself redundant. But by using Saif. 2006 saw the brand going back to the same famous positioning " Wah Wah Taj" with an additional "Wah". It happened with old favorites like Chetak and Iodex.attempt may be to make the brand relevant to the new generation. The problem with highly successful brands is that over a time. 6 . In my opinion. But in 2003 the much popular baseline was changed to " Sabse Khas Taj Ehsas" from the famous and simple "Wah Taj". the brand is losing its face. the brand fails to understand the changing demographics of the customer. Taj cannot rest in its laurels. Taj Mahal had an exclusive face which was something that made a difference to the brand. So after some years. Saif does not have that exclusivity. Tajmahal Tea was positioned by HLL as the best tea. HUL is careful that it does not happen to Taj.

who can ever imagine that kohl eyed Zeenat Aman could sell tea Figure 4: Print Ad 1972 wearing a purple suit. However with the re launch campaigns and a new facelift with Saif Ali Khan. Zeenat Aman's film Hare Rama Hare Krishna had been released in the year 1971 making her the most famous Indian hippie and the quintessential Indian sex-symbol. This particular Ad could be older as she looks really young in it. One of the rarer ads available. big danglers in ear and having a centrally parte two-chowtyeed hair.The TV Commercials of Taj Mahal Tea has always been a success story ever since the days of Ustaad Zakhir Hussain. one of the oldest print ads way back in 1972 features Zeenat Aman. TVCs of Taj Mahal are yet reach the legendary recall value of “Wah Taj” or “Dip Dip Campaign” Wah Taj! Wah Zeenat! Even before Tabla Maestro Zakir Hussain became the brand ambassador. Wah Zeenat! Wah! 7 .

Initially the ad was changed but it followed up with a more aggressive one called “Tabla Talaash”. With an ad budget between Rs 3 to Rs 4 crore it targeted the housewife. It strongly associates itself with the Taj Mahal. „Tabla Talaash‟ shows Zakir Hussain playing the violin because someone stole his tabla. „Tabla Talaash‟ Campaign The new ad campaign. The one message that every conveyed is the rich premium quality of Taj. Even the association of Ustaad Zakhir Hussain indirectly connects to the rich musical bent of Indian culture. the television created lot of controversy. It offered a contest that whoever finds his table will be given a pair of 22-carat gold tablas. Needless to say. The brand has a lot of Indianness attached to it as far as the commercials are concerned. one of architectural wonders of India. The collaboration with the brand and the ambassador went so far that Ustad Zakir Hussain once challenged in a television commercial entitled “Maestro‟s Ultimate Challenge” in 2001 that he will stop playing the tabla if he comes across a better tea brand. There was raging controversy over this and especially because a certain section of the society disliked the „open support‟ for the product. all that one had to do was to purchase a 8 . However. Storm over a Small Tea Cup Ustad Zakir Hussain and Taj Mahal Tea were cited as the best example of a successful celebrity endorsement. In order to search the tablas. is an extension of earlier ad. freshest and juiciest tea leaves from a thousand go into every Taj Mahal pack.“Wah Taj Boliye” Campaign Taj Mahal Tea‟s first few ads had Ustaad Zakhir Hussain playing the tabla in front of Taj Mahal. this ad campaign “Maestro‟s Ultimate Challenge” bagged the gold medallion in the category of Advertising & Marketing Effectiveness at the New York festivals that honour excellence in media communication. The world famous tagline “Wah Taj” came alive in every TVC Figure 5: Wah Taj campaign featuring Zakhir Hussain and Aditya Kalyanpur 1990 that was created. Some of them drew a link between Ustaad‟s rigorous practice of the instrument to achieve perfection and Brooke Bond experts going through a lot of rigour to ensure that only the best.

on the other hand. urban working couples in social occasions at home. So Taj Mahal. did not feel confident of the burst strength of tea bags when filled with leaf tea. 9 . was used instead. Research initiated by Brooke Bond India‟s advertising agency.pack of Taj Mahal Tea and look for a special coupon in it. they felt awkward in disposing of the tea bag – especially in social settings. Sunsilk shampoo free with “Dip Dip Campaign” Taj Mahal Tea was the first brand to introduce tea bags. mainly cumbersome preparation. JWT (then HTA) Bangalore. JWT then designed a campaign to re-position Taj Tea Bags for young. Figure 6: TVC after Brooke Bond acquisition by HUL signature brands. Instant coffee powder. East and West India). it showcased a TVC proclaiming an association with a promotional scheme of four sachets of one of HUL‟s Taj Mahal tea. While such households were aware of the ease of preparation of tea bags. tea bags were perceived to be inferior in strength to brewed (leaf) tea. offered a win-win alternative. tea bags were largely purchased by the HORECA sector for out of home consumption by consumers. At around that time. which is a CTC blend. which include four bumper prizes of a pair of 22-carat gold tablas weighing a kg. Although Darjeeling tea (in tea bags) was the preferred alternative. The Brook Bond – Unilever Knot In 2001 when Hindustan Unilever (Erstwhile Hindustan Lever) bought Brooke Bond. Brook Bond. instant coffee had begun making inroads in major cities of India‟s TDA‟s (Tea Drinking Areas – mainly North. with a TVC that simply showed the correct etiquette for disposing of tea bags in a social setting.000. ten first prizes of 22-carat gold jewellery worth Rs 20. both in-home and out of home. ten thousand second prizes of silver coins and several thousand consolation prizes. Further. Until the mid-1980s. and then disposal. as well as the fact that infusion time could be varied to suit varying preferences in terms of liquor strength. revealed inhibitors to tea consumption at in-home social occasions. Taj Mahal offered prizes worth Rs 30 lakh. at that time.

Dip. Taj Mahal Tea is first to introduce vacuum packs. its flavor. adoption of TMTB in urban went up dramatically within a few months of launch. even today. The entire positioning of the brand have changed from the 90s to recent time. Taj Mahal Tea . Besides the campaign and changes in the tagline Taj Mahal tea came up with new look in its packaging making it more premium.With this campaign. and eventually acquired by Brooke Bond. Taj Tea – New Avataar with Saif Ali Khan After Ustad Zakhir Ali Khan endorsing the Taj Mahal tea brand for years. however the Indian element remains strong even now.Wah Taj !! Taj Mahal Tea had its re launch campaigns with a series of ads showcasing the specialty of the tea. Lipton. With this. Dip” by consumers and restaurant staff across India. Saif brings in a new outlook to the campaigns attracting the new age consumers which is mostly the youth. More important. was blocked from this segment. tea in tea bags is referred to as “Dip. This term originates from the key phrase in the jingle of TVC referred to above. Another TVC that focused on a different perspective with the same note of highlighting the quality of Taj Tea is Taj Tea Etiquette commercial. As a matter of interest. The recent ads have Chitrangadha Singh with Saif Ali Khan narrating the style of having a cup of Taj Mahal Tea. and stayed there for years. Figure 7: Recent TVC featuring Saif Ali Khan with Chitrangadha Singh 10 . Saif Ali Khan in this first Taj Mahal ad explains his lady what makes Taj Mahal tea different. The Taj Gold Pack Commercial focused on the special gold vacuum pack of Taj Mahal Tea. Suave Saif Ali Khan was the next in line endorsing the brand. and its aroma. then a rival. three decades after the campaign.

The several activities that are undertaken are: 11 . It is an excellent way of retaining loyal consumer by engaging them in this tea tasting activity. Starting with sales promotions in the form of free sample distributions to having tea tasting workshops or conducting contest with high prize return.The brand Taj Mahal Tea has certain unique promotional events undertaken so far that binds the commodity tea well with the brand. thereby again marking the excellence of the brand. All you need to provide is hot water! They arrange the rest. Taj Tea Trail The Taj Tea Trail is an hour long tea tasting and appreciation workshop conducted by Brooke Bond tea experts across the countries in different cities. play. its production. the promotional activities always have a certain unique proposition thereby retaining the „best tea‟ image of the brand. You will be taken on a journey into the History of Tea. an expert trainer. what to look for while buying Tea. How tea is drunk around the world. gifts and of course. Each session takes you on a fascinating tea journey – brewing to appreciating the finer aspects of tea. specialized tea tasting equipment. win and do a lot more exciting stuff with your favorite beverage – TEA. Taj Tea Trail is a 90-minute experiential activity wherein you get to romance Tea from all regions across India. certificates. How to store Tea. the cups. the tea. interesting and interactive session wherein you can learn. and of course how to brew the perfect cup of tea! It‟s a fun.

the Taj Mahal team launched a unique contest called „Aapka Taj Andaaz‟ this Figure 8: Aapka Taj Andaaz TVC year in March with the aim to increase the brand‟s intimacy with consumers. Users could record their message in 7 different languages: Hindi. On calling this number consumers could listen to voice recorded message of Saif Ali Khan. Tamil.Sample various teas in a guided tea tasting Learn the art of making the perfect cup Learn fascinating tea trivia Become a certified Tea connoisseur Leave with a Taj Tea Goodie Bag Enjoy traditional tea-time snacks Aapka Taj Andaaz: Taj Mahal tea has always been known for having an exceptional aroma. 2012. To enter the contest consumers needed to call 09004190041 -an Interactive Voice Recording System (“IVRS”)` and record their unique way of enjoying the aroma of „Taj Mahal‟ tea. Bengali. where he asked users to share their unique way of enjoying Taj‟s unique aroma. Consumers in the past have often written in expressing how they enjoyed Taj Mahal tea in their own way.000. The contest started on 1st March. consumers needed to share their way of celebrating Taj Mahal tea. 2012 and ended on 30th June. Telugu. Gujarati and English. Kannada. This campaign featured Saif Ali Khan along with actress Prachi Desai who is thought to be a youth symbol targeting the younger generation. The top ten winners won vouchers while 100 consolation prize winners won one year‟s supply of „Taj Mahal‟ Tea. Given the high mobile penetration and usage in its target group. and saw a participation of more than 85. In order to participate. The prizes were given to those consumer‟s who‟s „Andaaz‟ is deemed unique or special. 12 .

Mrinal Sen and Shabana Azmi are some of the recipients of this honour. Brooke Bond Taj Mahal.Taj Enlighten Tareef Awards Brooke Bond Taj Mahal has entered into a partnership with Enlighten Film Society which has recently been certified as India‟s largest film society by Federation of Film Societies of India. Amitabh Bachchan. it distributed tea bags of Taj Mahal Tea free of cost. available in three exotic flavors namely Ginger. Javed Akhtar. Cardamom and Lemon. Free Sample of Taj Mahal Tea When HUL initiated brand extension of Taj Mahal in the form of flavoured tea bags. 13 . in association with the Enlighten Film Society annually confers the prestigious Taj Enlighten Tareef Award to leading talents of Indian Cinema.

The dessert tea comes in three flavors like French Vanilla. The concept of dessert teas is new to India. HUL is all set to introduce brand extension to its signature tea brand Taj Mahal. But it looks strikingly similar to Cappuccino or in the lines of creamy tea in ice-cream flavours. The brand stands out with its unique packaging which gives it a premiumlook. Not many innovations in the category of tea have had success before as in the case of Lipton Iced tea. It is said to create another world whether you are in office or at home. The brand is hoping to replicate the success of Bru Cappuccino. The new range comes in attractive packaging and is promoted with the brand ambassador Saif Ali Khan. For tea lovers. Tea or Dessert or Both! Taj Mahal tea has recently extended its brand and launched a completely new variant: Dessert Tea. despite high decibel advertising.pamperurself. Taj Mahal Desset tea has the slogan "Pamper Yourself" and the ads are already in various magazines.With changing competition by arch rival. The brand also has a hip-hop website www. The brand is being positioned as a beverage to indulge in. However these new flavors and variants will bring back the 14 Figure 9: 'Pamper Yourself' print ad for Dessert Tea launch .in. Butterscotch. Tata tea. and Dulce. it is a break from the usual monotony.

Earl Grey Green Tea and Darjeeling Green Tea in 2011. If successful. Figure 10: Taj Mahal Green Tea Packaging 15 .excitement in the tea segment. 90 respectively. Brooke Bond Taj Mahal has launched the Green Tea range with three exciting flavours. Go Green: Taj Mahal Green Tea Keeping in mind the health conscious young consumers. The range is available at high end retail outlets and super markets in packs of 10 and 25 individually wrapped tea bags and priced at Rs. Marketers were worried about the tea category losing its charm among the youth. dessert teas will open new opportunities for tea marketers. Honey Lemon Green Tea. 40 and Rs.

rigour and most importantly Indian. However. With heavy competition from Tata tea and other brands. same is the fate of the brand Taj Mahal. Taj Mahal is likely to remain always in the „Wah Wah‟ list of brands.The brand Taj Mahal tea has a flavor or India attached to its positioning. Since 1966 it speaks the brand values of premium. after all with quality parameters intact „Taarif toh mile gi hi‟. However with four makeovers and facelift of the brand ambassador. Taj Mahal had begun to lose its brand equity. just as with every powerful brand the aura gradually becomes redundant. Its association with Zakir Hussain and consistent promotional strategy with the baseline as „best tea of India‟ made it an extremely powerful brand. As an HUL brand. excellence. it is slowly creating a newer image of premium all over again. 16 . In recent years. One area that Taj Mahal Tea needs to focus on is the usage of online branding and reinforcement of its legendary tagline. there is a tendency of the ads of diluting the very positioning of the brand as the „best tea of India‟. However the recent ads are yet to have the strong impact that earlier campaigns of „Wah Taj‟ had.

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