CHAPTER CONTENT PAGE

NO NO
1 INTRODUCTION

2 HISTORY

3 OBJECTIVE

4 LIMITATION

5 COMPANY PROFILE

6 RESEARCH METHODOLOGY

7 DATA COLLECTION

8 SUGGESTION

9 FINDINGS

10 CONCLUSION

11 QUESTIONNAIRE
INTRODUCTION
Tata salt is India's first branded salt. The story of this brand is interesting because
the brand came as bye product. Tata salt was launched in 1983. Tata Chemical has
their largest integrated chemical plant in Mithapur. The soda ash plant needed fresh
water for their boilers. Hence to supply fresh water, the company started purifying
sea water and it created high quality salt as a bye product in the process. This
coincided with the government campaign with the support of UNICEF for
promoting Iodized salt since iodine deficiency was a serious issue haunting the
children's health.

 This environment gave birth of one of the super brands and a classic
case of branding a commodity in the Indian market.

 The Indian salt market is estimated to be around Rs 1 Billion. The

market is dominated by unbranded players. Tata salt have a market
share of around 40% in the branded segment and 18% in the total
market. The product salt is a low involvement and low value product
with little scope of differentiation. Tata salt had the first mover
advantage and was able to consolidate its position in the market
thorough brand building.

 1990 saw organized players eyeing the market. Captain Cook salt was
launched in the market taking the "free flowing" feature as a
differentiating factor. 1996 saw HLL extending its Annapurna brand
salts and positioning its brand on the platform of health and iodine
content.

 Tata salt started its life positioning on the rational platform of purity.
Since the corporate brand had the value of Trust engrossed in Indian
consumer's mind, Tata salt was eagerly owned by the consumers.
  One of the major factors that accelerated the growth of branded salt
and Tata salt was the effective campaign by the government to
promote iodized salt. The campaign penetrated the market to as deep
as 20% and the first mover Tata Salt benefited most out of it.

 2002 saw the repositioning of Tata Salt on the platform of emotion.

The brand owners felt that they should rise above the rational
differentiation and try to emotionally influence the consumers. Hence
Tata salt adopted its new tagline " Salt of the nation". The brand is
trying to associate itself to the nationalistic feeling of the consumers
and is trying to fill a passion towards the brand. It is a herculean task
for a brand that is in a category which is low involvement and low
priced. To create involvement in such a category will be a tough task .
But the campaign has raised the brand to new heights in terms of
market share. Since customers usually are brand loyal and tend to use
the same brand of salt every time ( convenience factor) , such high
decibel campaigns helps in strong brand recall.

But the long term view of this category is challenging because the scope of
differentiation has not been sustainable. There has not been any serious product
development these years and this can recommand the category. The brand owners
may have to think about value additions in the marketing mix to capture the 70%
of unbranded segment.

Tata Chemicals (TCL) pioneered the iodized branded salt movement with its
launch of Tata Salt in 1983. This has transformed into a national movement over
the past two-half decades. It is the first salt in India to be manufactured using the
vacuum evaporation technology.

This pioneering brand has played a role in the battle against iodine deficiency and
set standards in the category hygienic production, thus satisfying the latent need for
high quality branded salt in the country.

In India, salt and integrity have a connection that stretches back to a time much
before Tata Salt was born. The company has drawn on India's rich relationship
with salt to deliver a product that embodies reliability, honesty and credibility,
qualities that emanate from the Tata creed of business.

The company continues to educate consumers across the country about the benefits
of using pure iodized salt.

A measure of what the brand has come to mean to its consumers across the country
has been expressed in the ET Brand Equity Survey 2010, conducted by AC
Nielsen, wherein Tata Salt was ranked as the second most trusted food brand in
India.

Market The TCL franchise today has a 65 percent market share in the national
branded salt segment. It sells an average of 50,000 metric tons per month and is
available at over 12 lakh retail outlets.

Product Consumed by nearly 40 million households each month, Tata Salt is a

super-refined, iodized salt produced by Tata Chemicals at Mithapur, on thewestern
coast of Gujarat, in one of the most integrated inorganic chemical complexes in
India.

Applications Due to its purity and reliable quality, the product is widely used by
hotels and restaurants, housewives, and by manufacturers of packaged snacks,
colas .

The salt enhances and accentuates the flavour of vegetables and meat to add taste.
Additionally, as a carrier of the essential nutrient iodine, the product supports
India's public health campaign against iodine-deficiency disorders.

Tata Salt is available for consumers in 4 Convenient Pack Sizes as follows:

Brand Pack size Tata Salt :

1kg Tata Salt

2kg Tata Salt

500g Tata Salt

100g Tata salt

A taste for health:

Tata Chemicals is the market leader in packaged salts in India with more than half
the total market consuming Tata brands. The reason: Tata Salt and its fellow
brands go far beyond taste to target health initiatives such as iodine deficiency and
low sodium requirements.

Tata Salt has won accolades as India's most trusted food brand for several years.
New brands iShakti and Tata Salt Lite are also creating waves in the market.

The company manufactures four varieties of salt: iodised salt, crystalline salt,
vacuum salt and pure salt.

Iodized salt:

1. Tata Salt

2. i-Shakti

3. Tata Salt Lite

4. Top Salt

Crystalline salt:

1. Samunder Crystal Salt

2. Vacuum salt
3. Pure salt

Iodized salt :

Tata Salt, the outstanding offering in TCL's consumer products basket, is a

household name with top-of-the-mind brand recall and a majority market share of
the Indian branded iodized salt market, way ahead of the nearest competitor.

It has consistently proved its mettle by being rated in the top 10 most trusted
brands in the survey conducted by The Economic Times, India's largest financial
newspaper. Tata Salt was named the 'No.1 Food Brand' among the most trusted
food brands list.

The company also has an export brand Top Salt in the Middle East. Vacuum
evaporated, super refined and iodine-enriched, Top Salt has been introduced in
Dubai, and will move on to Abu Dhabi and Sharjah to cover the entire United Arab
Emirates.

Tata Chemicals has made a foray into the low sodium salt category with its
specialty product Tata Salt Lite, to provide consumers with a new health option:
salt that contains 15 per cent lower sodium than ordinary salt and is enriched with
iodine and potassium. The salt is specifically aimed at a health–conscious segment
of society that faces lifestyle affecting diseases such as hypertension, heart
diseases, diabaties, etc.
HISTORY OF TATA SALT
A brand worth its salt
The history of iodized, vacuum evaporated, packaged salt in India pioneered by
Tata Salt in august 1983. Tata chemicals, the company behind the brand take the
first credit to converting the commodity salt into high quality branded product. To
millions of Indian housewives offered a welcome move away from the loose,
unbranded salt of questionable quality to the assurance of clean, pure salt, certified
by India's highly trusted business house. Tata salt delineated the standard and
attributes that consumers now demand in a product hygiene, production, purity,
nutrition, and iodine content. Thus was born a new category in the food
addictive segment.

Over the years, Tata salt's business has grown from strength to strength. It has
became a household name with top-of the-mind brand recall and has garnered
41% share of India's branded salt, as against 23% as its nearest competitor. And
thanks to the purity and reliability of the brand. The preference for it span in all
segment of the market: housewives; restaurant; industry; manufacturer of
packaged snacks, colas and ; and even the Indian government.

The Tata salt brand has many accolades to its credit, which stem from association
with trust, reliability, honesty and credibility, qualities inherent to the Tata creed to
business. Its jingle Tata audio mnemonic for the brand, speaks volumes of its
headship in the salt market.

 According to Nielsen Retail Audit, March 2011, each month more than
50,000 metric tons of Tata Salt is sold through over 12 lakh retail outlets
reaching 50 million households across the country. The brand has
managed to achieve these robust figures by consistently delivering
health-aware products. The key to the brand's success lies in the superior
product quality of Tata Salt.

 Tata Salt is manufactured using vacuum evaporation technology, which

makes it hygienic and free from impurities. Also it has the requisite and
consistent amount of iodine and saltiness, thus making any recipe that
much tastier.

 Today, Tata Salt is the market leader, commanding a share of over 62

per cent of the national branded salt category. It has also consistently
been named one of India's most trusted food brands since 2003 by The
Economic Times Brand Equity Most Trusted Brands survey conducted
by AC Nielsen each year.

 While competitors have come and gone, innovative brand building over
the years has helped build and maintain the trust consumers have placed
in Tata Salt. The initial and path breaking and most recent ad
campaigns creatively tapped into this emotional connect, reinforcing
Tata Salt's leadership position in the marketplace as well as in the
consumer's mind.
  As the brand continues to grow, an important aspect is identifying future
market needs and innovatively addressing them. In this effort Tata Salt
has launched a bouquet of products designed to cater to specific
segments of consumers, offering them a choice of products that come
with the trust of Tata Salt. Tata Salt Lite (low-sodium salt), Tata Salt
Plus and Sprinklers have been launched in recent years further assaying
the brand's commitment to its customers.

Manufacturing capabilities
Tata Salt is manufactured by Tata Chemicals at Mithapur, located along the
Arabian Sea in the western state of Gujarat. The company's manufacturing
process employs vacuum evaporation technology that ensures the end product is
untouched by hand. The process begins at Tata Chemicals, located 45 km away
from the main salt plant. Here seawater is pumped into solar pans and
concentrated by the process of natural evaporation.

This brine is then carried by pipeline to the Mithapur plant where sand and other
extraneous material is removed. The concentrate is then fed into steam-heated
vacuum evaporators from which a solid-liquid mix is obtained.

The next step involves the mix being routed through decanters for the first level
of separation. The settled solids are then pumped into a centrifuge to separate
the moist salt. The salt is then dried and iodized the final step before packaging.
Once the salt is ready for use, it is packed in 50-kg bags and dispatched to 27
HACCP-certified centers where it is packed into 1-kg retail packs ready for sale.

When production began in 1983, the plant's manufacturing capacity was a

modest 5,512 tons per annum. Over the years, as demand has grown, Tata
Chemicals has expanded its capacity substantially. Today, the plant produces
450,000 tons every year with a manufacturing capacity of 2.5 million tons at its
solar salt works spread across 37,000 acres of land.
 OBJECTIVES

o To study customer satisfaction.

o To study market share of Tata salt.

o To study effectiveness of Tata salt and other salt.

 LIMITATION

 Limitation of time the study is limited.

 The study does not involve much of secondary data.

 The information are given by the respondents are impulsive it

may not consistent.
 COMPANY PROFILE

Tata Chemicals Limited (TCL) is a global company with interests in chemicals,

crop nutrition and consumer products. It is the world's second largest producer of
soda ash. With manufacturing facilities in India, UK, the Netherlands, Kenya and
USA, TCL is the world s most geographically diversified soda ash company, with
an efficient chain that can service customers better and faster across the globe.

TCL s global soda ash capacity is around 5.5 million tonnes per annum, out of
which 60 per cent capacity is from natural soda ash deposits at Wyoming, USA
and Lake Magadi, Kenya. Along with soda ash (sodium carbonate), the company
also manufactures sodium bicarbonate and bulk chemicals such as sulphuric acid,
phosphoric acid, and sodium tripoly phosphate .

Tata Salt, India's largest selling national salt brand is manufactured using Vaccuum
Evaporation Technology. It undergoes stringent quality standards prior to its
distribution to different parts of India. Tata Salt is therefore safe for families,
especially children.

PURE & WHITE :

Tata Salt is made by removing impurities from seawater. This makes Tata Salt
pure and white.

SALTIER SALT:

Tata Salt contains a consistent & higher amount of saltiness than ordinary salt
which means a lesser quantity of salt is required in cooking.

TEST OF PURITY L:

Mix 2 teaspoons of Tata Salt in a transparent glass of water and see the effect.
When ordinary salt is mixed in water it appears cloudy.

TRUSTED BRAND :

Tata Salt enjoys trust of millions of consumers that vouch for its superior quality.
Competitive Advantages of the product:

Tata Salt is manufactured by evaporating sea brine in steam-heated vacuum

evaporators and is almost completely free from extraneous matter to reach
consumers in the purest possible form as it is HACCP certified . Tata Salt has a
fine crystalline structure and dissolves very quickly.

Launched in 1983 , Tata Salt pioneered the cause of Iodization in India which
transformed into a national movement over the past two and a half decades and is
one of the Most Trusted Food Brand In India.

Community links:

In 1980, Tata Chemicals set up a non-governmental organization – Tata Chemicals

Society for Rural Development (TCSRD) – that works towards holistic community
development, including managing water, land and other natural resources,
encouraging enterprise development, and promoting health and education.

Trust, a local heritage project in Cheshire, UK and of the Weaver Valley Initiative,
part of the path-breaking Mersey River clean up campaign. In Kenya, Tata
Chemicals Magadi supports local health care facilities and works to provide
education, water and employment opportunities. Tata Chemicals is also involved in
efforts to preserve the biodiversity of land along the Gujarat coastline and the
nesting sites of migratory birds. TCL and Wildlife Trust of India (WTI) have
signed for a conservation project that will create awareness and undertake research
to save the endangered species of whale shark that visits the coastal shores of
Gujarat.
PRODUCT PROFILE
Launched in 1983, Tata Salt has pioneered salt iodization in India, and holds the
distinction of being India's first branded iodized salt. Introduced in the market
where unbranded salt of dubious quality was the norm, Tata Salt came with the
assurance of purity.

Using the Vacuum Evaporation technology, Tata Salt offered consumers a healthy,
hygienic alternative — an iodized salt that was untouched by hand.

For over two decades, Tata Salt today continues to be a market leader, with over 40
per cent market share — a testament of the customer's enduring trust in the brand.
Tata Salt has been consistently recognized as one of the country's leading food
brands.

Over the years, Tata Salt has expanded into new product segments to meet the
changing needs of its customers and to take the goodness of India's most trusted
salt to more and more consumers. The Tata Salt product range includes Tata Salt
Lite, Tata Salt Plus and Salt Sprinklers.

Tata Salt has launched a new range of flavoured salts and pepper called Tata Salt
Flavour. This new range offers a variety to consumers and helps add a dash of
flavour to regular dishes to make them interest.

Products:

Lemon Coriander Flavored:

Salt The distinctive aroma of coriander and the tanginess of lemon come together
to create a delectable sprinkling that is perfect for salads, yogurt and raitas. Red
Paprika Flavored Salt Flavour.

Red Paprika is perfect to give eggs, pizzas and sandwiches that little burst of fiery
flavour.

Black Pepper Powder:

Black pepper powder adds a dash of fresh flavour to savoury dishes and gives a
tasty twist to your soups and salads.
Tata Salt Lite :

The lighte iHypertension or high blood pressure is one of the leading health
problems urban India suffers from. Stressful lifestyles coupled with altered food
practices have led to an exponential increase in the occurrence of lifestyle diseases
such as diabetes and high blood pressure.

A research undertaken by the Tata Salt team showed that over 40 per cent of the
adult population in India's cities suffers from hypertension, a life-threatening
condition that can be effectively managed by the controlled intake of sodium.

In light of these findings, Tata Salt Lite is designed to provide consumers a

convenient means by which to take preventive measures towards keeping the blood
pressure and weight of family members in check.

Tata Salt Lite is a low-sodium salt specially formulated to provide 15 per cent less
sodium than ordinary salt. Refined, iodized and potassium enriched, Tata Salt Lite
was developed to address the need for a product that assists the management of
blood pressure through lower sodium intake.

Easy to use, convenient and high on hygiene, Sprinklers are the perfect tabletop
essential for every household. Available in two variants – Tata Salt (vacuum
evaporated, iodized salt) and Tata Salt Lite (15 per cent low-sodium salt) –
Sprinklers are salt dispensers that ensure free flowing salt at your fingertips.

Sprinklers are fitted with a rotating sprinkler and the plastic cap that keeps out any
dampness keeping the salt fresh and dry. Keep the salt sprinkler on your dining
table, kitchen cabinet, snack bar, and sprinkle the goodness of Tata Salt on salads,

It increase taste & health of foods mildly .Ex: soups, eggs, snacks, or use it inour
daily cook.
Tata Salt Marketing Strategy

India's first packaged iodized salt brand was launched by Tata Chemicals in the
1983. The production of salt was by sheer luck. In 1983, the Tata Chemicals
needed fresh water for its boilers that produced soda ash at its Mithapur plant in
Gujarat. Fresh water being scarce in the area, they started processing sea water. In
the process, salt of high quality was produced as a by-product Tata Salt was the
first of its kind to be manufactured in India by using vacuum evaporation
technology. It helped Tata to create a successful niche for itself. Today it continues
to occupy a leadership position in the packaged s

Tata Salt marketing strategy has focused on core values of Tata Group. It has
launched successful campaigns consistently and also launched different variants to
meet new challenges.
RESEARCH METHODOLOGY
 The methodology that was adopted for the study includes both primary source of
data as well as the secondary source of data. The methodology of the study can be
explained as follows:

PRIMARY DATA:

The primary data are those which are collected afresh and for the first time, and
thus happens to be original in character. We can obtain primary data either through
observation or through direct communication with respondents in one form or
another or through personal interview. There are several methods of collecting
primary data, but in this research work primary data collected by using
questionnaire.

Methods of primary data :

 Survey

 Interview of surrounding customers

 Observation

 Questionnaire

SECONDARY DATA:

Secondary data means data that are already available i.e. they refer to the data
which have been already been collected and analyzed by someone else. When the
researcher utilizes secondary data, then he has to look into various sources from
where he can obtain them. Secondary data may either be published data or
unpublished data. In this research work, secondary data collected through the
Internet Company manual and booklets Books etc.

The source of information is generally classified as primary and secondary.

According to pay line . Young The source of information can be classified into
documentary sources and field sources.
Methods of secondary data:

 Books

 Diary

 Manuscript

 Letter

 Magazine

 internet e are the secondary or documentary source.

Tools Of Data Collection:

a) Interview schedule & questionnaire was used as tool for primary source of data
collection.

b) Interview schedule consist of number of question typed in a definite order or

form.

Pre-study:

After careful study of literature and expert consultation the researcher still may
have only a rather vague idea about the critical element in his problem.

sometimes may be launched as a step preliminary to the form scale before original
study are carried out in order to gain some preliminary information of the main
project for this purpose the researcher meet company’s personal manager to get the
pre knowledge of the subject before conduction actual data collection.
DATA ANALYSIS
1)Which brand salt is mostly used in the customer and why?

Tata salt is the mostly used salt in the customer , Because it is easily available
to the customer and high quality.

The tata salt increase the taste & healthy food. Tata salt was inculude the iodin .

2)How much satisfied the Tata salt &Which is highly iodized product of salt?

BRANDS OF TATA SALT ASHIRWARD DANDI SALT

SALT SALT
SATISFACTION 81% 11% 8%
HIGHLY 48% 28% 15%
IODIZED
3)Customer satisfaction pie chart:
4)Iodized salt:
 0.6

0.5

0.4

0.3

0.2 IODIZED SALT

Series2
0.1 Series3
Series4
0
E LT LT AL
T
AL
T
M SA SA S S
NA TA D I LI
D TA AR A ND JA
RAN 1 RW D A N
B
SHI 3
P AT
O A 4
S.N 2
 SUGGESTION

 Supply of products must be regular.

 Distribution channel must be effective.

 New offer should be offered to the customer.

 The company should have the proper distribution channel so

that Customer is satisfied with the service of company.

 People generally consider price and hygiene product. So the

company should concentrate the above.
FINDINGS
 24% of the consumers use Tata salt from up to 1 year, 30% of the
consumer use Tata salt between 1-3 years.

 20% of the consumer use Tata salt between 3-5 years, and 26% of
the consumer use Tata salt from more than 5 years.

 The companies should take a promotional effort to increase the

awareness of Tata salt by the consumers.
CONCLUSION
 The quality, purity and availability are more of Tata salt due to this
more consumer are Attracted.

 Due to its brand name the sale is increasing day-by-day.

 The market share of Tata salt is higher than other brands.

 Tata salt is more preferable brand than others.

 The manufactures can highly concentrate on improving the quality

of product and building the favorable brand image.
QUESTIONNAIRE
A STUDY ON CUTOMERS TASTE AND PREFERENCE OF

TATA SALT

1)Which brand of salt are you using?

A) Tata salt

B) Ashirwad salt

C) Nirma sudh

D) Dandi salt

2) How much are satisfied you with the Tata salt?

A) Good

B) Poor

C) Bad

D) Satisfactory

3) In which of the following benefits you are not satisfied?

A) Quality

B) Price

C) Quantity

4) How many type of iodized salt produced in Tata salt?

A) 4

B) 7

C)3

D)5

5) Which kind of benefits do you get through Tata salt?

A) Quality

B) Price

C) Quantity

D) Availability

6) Are you satisfied with quality and price of Tata salt?

A) Yes

B) No

C)Both

7)Do you think Tata salt is best salt for your family health?

A) Yes

B)No

8) Which product of salt do you think is highly Iodized?

A) Tata salt

B )patanjali salt

C) Dandi salt

D) Aashirvaad salt

9)Which are the most selling and buying Tata salt?

A)Tata salt
B)Tata salt Lite

C)Tata salt crystal

10)Tata salt salt launched ________year?

A)1966

B)1983

C)1996

D)2002