B eat th e morn in g blues

Tea Leaves
Marketing Overview of the Industry

By: Group 13
Utkarsh Singh
Vaishali Mathpal
Vidhi Kasliwal
Vikas Goyal
Vineet Goyal
KEY POINTS • Industry Overview
• Marketing strategy
TO COVER Past & Future
Indian Tea Market
JAAGO Reeeee….... Global Tea Market
• Marketing Mix
• Successful Marketing Campaign

T E A L E A VE S
 Industry Overview
Tea is the world’s and India’s beverage of choice, after water. The organised branded tea segment was at about
₹12,970 crore in 2017, up from ₹2,240 crore in 2016, according to market research firm Euromonitor International.

Global Industry Indian Industry

India is largest producer and major consumer of tea. Of
The global tea market reached a volume of 6.2
the total production, India accounts for 3/4th domestic
Million Tons in 2018, registering a CAGR of 5.63%
consumption of tea. In 2016, India produced 1,267.36
during 2011-2018. The market is further projected
million kg of tea, all being available for packaging in
to reach a volume of 7.58 Million Tons by 2024.
one or the other forms.

Market Growth Major Tea Producing states in

India
The market is further projected to reach a Assam produces half of Indian Tea at
volume of 7.58 Million Tons by 2024. 51% of the total production. Next is
West Bengal at 29.3%, Tamil Nadu at
12.3% and Others at 7.3%.
 Industry Overview

By Type:
By Geography:
• Green Tea
• Black Tea Tea Market Segments • North America
• Europe
• Oolong Tea
• Asia-Pacific
• Dark Tea
• LAMEA
• Others

By Packaging: By Distribution Channel:

• Plastic Containers • Supermarkets/Hyperma
• Loose Tea (Packets & rkets
By Application:
Pouches) • Specialty Stores
• Residential
• Paper Boards • Convenience Stores
• Commercial
• Aluminum Tin • Online Stores
• Tea Bags • Others
 Indian Tea market
Product
• Longer leaves
• Gently rolled out leaves
• Tata tea – Tata tea
• Packaging available in
premium & Tata tea 100gm, 250gm, 500gm,
Gold, Tata Agni
Major • Brooke Bond Red
1kg

brands Label
• Lipton Tea
in • Brooke Bond Taj Place Price
India Mahal Tea
• Price appropriate for
• Tetley Tea • Ecommerce sites
target segment.
• Wagh Bakri Tea •
•
Local Retailers
Super markets
4 P’s • Available at 180/kg &
360/kg according to
• Departmental stores
brands.

Target
market Promotion
• Advertisements using
channels like television,
Poor, Middle & magazines, social media.
20-50 years old Tea Lovers • Discounts & free products
Rich class
Like Maggi with tata tea
premium
 Global Tea market
Percentage
• Tata global Twinings Competitors in
beverages India
• Tetley 23 • Darjeeling tea
• Assam tea & tea bags
Major • Lipton 38.2
• Twinings tea
brands
• Nestea 17
• ITO EN Twinings Campaigns
9.8
12
• Barry’s tea • Twinning is a premium brand.
People consider drinking it on
special occasions only
China(23%) Kenya(17%) Srilanka(12%) India(9.8%) Others(38.2%)
• Twinning came with an idea to
display emotional importance of
Target market of tea to female drinkers
Twinings Tea • Twinning crafted moving TV
campaign & touches millions of
hearts. The result of TV
Premium segment campaigns is a twinning market
Tea bag category Health conscious Working Female share rises to 14.1% just after
& super premium
consumers segment segment
segment the campaign was implemented
 MARKETING MIX 4Ps (Comparison between before and
now)

• The portfolios of products

range has increased • The concept of brand specific
substantially stores is new
PRODUCT PLACE • The supply chain is more
• The packaging has been
focused more intensive with higher number
of distributors

• No change in strategy,
• Normal advancement with competitive pricing strategy is
technological improvements PROMOTION PRICE still in use
• Tie ups with hotels and • Discounts and offers has
corporates is a recent addition increased
 Successful Marketing Campaigns

PRODUCT JAAGO RE – TATA TEA PROMOTION

• 15% longer leaves.
• SKU: 100 gms,250 • “Jaago Re” campaign
gms, 500 gms, 1kg • ‘Gaon Chalo” Abhiyaan
• “Power of 49” campaign
• “Voter Registration”
campaign

RESULT
PRICE • 8 Mn petitions signed on
• Pricing appropriate for the two critical issues of
target segment i.e, women safety.
Middle class. • Significant improvement
• Competitive pricing, in the mind measures of
lesser than most of its the Tata Tea brands across
competitors. centres
Thank you