TATA TEA

Fulfilling a Global Vision
GROUP 3
2. 3. 4. 5. 6. 7. 8. RITABRATA GHOSH MAYANK SHARMA NIKET SHERLEKAR DISHANT SIDANA TUSHAR TEJAWAT AMIT VOHRA VIVEN ASTHANA 316 353 354 357 365 367 380

About the Company
q Set up in 1964 as a joint venture with UK based James Finlay q From a market share of just 3% in 1974, compared to Hindustan Unilever’s 80%, the company recently over took its closest rival with a brand share of 19.2 % compared to Hindustan Unilever’s 18.6 % q The most globalised company in the Tata portfolio is not Tata Steel or Tata Motors or even TCS, it’s Tata Tea. q Aggressively expanding globally through M&A q Acquired UK brand Tetley in 2000, a company that had 3 times the turnover of Tata Tea in India q Tata Tea is now the largest integrated player in the branded tea segment globally and has a presence in 40 countries

Company Evolution

Company Evolution (Cont)

Tata tea- a global brand
• One of the very first MNC of India • India’s largest brand • Worlds second largest manufacturer and distributor of tea • Largest manufacturer of Assam, Darjeeling tea and second largest for Ceylon tea • Has its presence in more than 40 countries

Tata Tea Brands
Tata Tea Premium
Flagship brand, started in 1987. Promise of freshness Created product redefinition by introducing polypackaging.

Tata Tea Agni
• Packaging with a deep rich red connoting strength and an affordable price • To take on the loose tea market prominent in the villages. • Competitive pricing and attractive packaging able to attract price-sensitive customer.

Tata Tea Brands contd…
Tetley
Founded in 1837 in England, acquired by Tata Tea in 2000. Flavoured teabags and green tea. Premium brand, the face of innovation for the company.

Tata Tea Kanan Devan
Started in the late 19th century and acquired by Tata in 1976 Principal markets- Tamil Nadu, Kerela, Karnataka and Goa. Market share in the south zone 9.8% Owing to its unique taste preferred in the Southern India

Tata Tea Brands contd…
Tata Tea Chakra Gold
High quality Assam Dust tea. Tea with `golden taste' that acts as a catalyst in creating golden moments. Laminated pack with inner gold foil, which maintains the aroma.

BRAND VALUEs
Refreshing Aroma Success Young Healthy Innovative/ Trendy Responsible

COMMUNICATING THE BRAND VALUE

IMC

Nothing ever stays the same. Perceptions change with time; sometimes, they don't even wait for time

From Taazgi to Kaamyabi
Association with Success Target the Younger Generation Taste Kaamyabi Ka campaign

The New Brews
Tata Tea gold – Innovative Packaging 'T' (for trendy) Tetley flavoured tea bags Choice of Flavors : Masala, Ginger, Elaichi, Lemon and Early Grey “Chai mein twist… life mein twist” campaign Not Just a Hot Cup anymore

Not Just a Hot Cup

Tata Tea Gold

Tetley Flavored Bags

Jaago Re
Communication Objective:
Make Tata tea No. 1 brand Increase Sales Social Awakening

Strategy – “Associating tea’s inherent quality to awake a
person from his slumber with social awakening”

“Har Subah Sirf Utho Nahin – Jaago Re”

Chai-Un-Chai Retail Outlet
Objectives:
To ensure youth remains loyal to the beverage. To introduce creativity in the way Tea is served.

Two Formats:
High Street cafes Combined outlets with bookstores and malls

Strategic Moves:
Ready to drink products Tea bags Refreshed packaging.

Tetley Tea Gifts and Online Shopping
Tetley gift boxes, with an assortment of tea bags for greater choice. Objective: To promote Tetley as a premium segment brand. Online shopping provides an innovative way of reaching the customer.

Ek rishta
Loyalty program for the wholesalers Accumalate points according to the quantity of tea purchsed Lucky draw Prizes like gold chain

THANK YOU

RESOURCES

http://myiris.com/shares/news http://www.slideshare.net/tarun_arya http://en.wikipedia.org/wiki/Tata_Tea http://tatatea.com http://economictimes.indiatimes.com/News/News_By_Industry/Con http://www.financialexpress.com/news/new-brew-tata-tea-planning http://www.financialexpress.com/news/tata-tea-on-relaunch-drivehttp://www.financialexpress.com/news/tata-tea-relaunches-chakra

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