Q1 what is the target market of tata tea? what is its positioning?

Tata tea Gold:

1. Caters to the premium economy segment

2. Aroma coupled with a refreshing taste
3. Blend of 85% CTC and 15% long leaf tea

Tata tea premium :

1. Flagship brand caters to the popular segment

2. Brand promises to give “asli taazgi”(real freshness)

Tata tea agni

1. Offering for the economy segment

2. Stylish superior quality packaging ; unmatched in this segment.

TARGET MARKET

Indian middle class and upper middle class which accounts for nearly 300 million
people

Targets the youth by embracing them with social awakening messages (‘jaago re
campaign’)

Targets women in a view to empower them socially

Calls out to housewives since they are the influencers and deciders in the buying
process.

POSITIONING The company tried many tag lines to attract the people. After trying
out various options to sign-off like ‘Tata Tea Ka Taste Deewana Bana De’, ‘Yeh Rishta
Hai Taste Ka’, ‘Desh Ka No 1 Taste’, and so on, Tata Tea planned a new mass media
advertisement campaign. The campaign highlights the new positioning as “Taste
Kaamyabi Ka” and the advertisement features Sania Mirza who acts as a role model
for youth to achieve success in life. It also allows the brand to extend its appeal and
popularity across a broad section of its target market.
The new positioning reflects the role that Tata Tea Premium plays in the consumer’s
life. The positioning is about the physical and mental rejuvenation that Tata Tea
Premium provides to help overcome difficulties and achieve success. Tata Tea’s
products are handled by five advertising agencies which include Rediffusion (Tetley),
McCann Erickson (Chakra Gold), Publicis Zen (Agni/Kanan Devan), Vaishnavi (Tata
Tea) and Saatchi & Saatchi (Gemini). Many of these agencies have had a long
association with the brand, which reflects on a better understanding of the brands.