TATA

CONSUMER
PRODUCTS
Presented by: Group 7
Manvi Varshney 143025
Nehal Parashar 143026
Ritika Lalwani 143040
Srijan Saxena 143053
Umang Kejriwal 143056
Vipul Chahal 143059 
 Project Contribution

Name Roll no. Slide Topic covered

Manvi Varshney 143025 9-10 Segmentation

Nehal Parashar  143026 11-13 Targeting

Ritika Lalwani 143040 4-8 Culture, Hofstede, Big Five

and Leadership

Srijan Saxena 143053 4-8 Culture, Hofstede, Big

Five and Leadership

Umang Kejriwal 143056 4-8 Culture, Hofstede, Big

Five and Leadership

Vipul Chahal 143059 3, 14-15 Introduction, Positioning

 ABOUT

 Focused on natural beverages - Tea, coffee,

water 
 Tata heritage with global brand ownership
and significant brand presence in over 40
countries 
 2nd largest tea company in the world with
growing interests in other beverages 
 330 million + servings of the brand consumed
everyday across the world 
 $1.4 Bn in revenues 
 Over 3000 employees worldwide 
 Three marketing and sales regions across the
globe
TATA Consumer Products - Culture
The introduction of the Tata Code of Conduct (TCOC) in mid-1990s was an
attempt to codify the value systems on which the Tata Group had been built

It reinforced 5 major values: integrity, understanding, excellence, unity and

responsibility

They follow a very strong culture putting much emphasis on the importance

of ethics and moral codes

Very strong employee relationship

HOFSTED
E MODEL
FOR
CULTURE
 Work Life
Privacy Time Creativity Vs Social
INDIVIDUALISM VS COLLECTIVISM (IDV) Life

Open to Sense of Risk-

UNCERTAINTY AVOIDANCE INDEX (UAI) change urgency  taking
Flexibility

Organizational Decision Power

POWER DISTANCE INDEX (PDI) Hierarchy Making Delegation
Leadership

Focus on
LONG TERM ORIENTATION VS SHORT thrift and
Values and
rights
Obligations  Virtues
education
TERM ORIENTATION (LTO)

Money Motivation Gender role

MASCULINITY VS FEMININITY (MAS) orientation
Egoism
factor differentiation

Freedom of
INDULGENCE VERSUS RESTRAINT (IVR) Optimism
Personal
Happiness
Speech and
Freedom of
Movement
Expression
Source: https://www.essay48.com/13676-Tata-Hofstede-Cultural-Model
 Emotional Stability: The leaders of Tata Consumer
Products has very low has great sense of security,
more emotionally stable.
Extraversion: Tata leaders generally have an outgoing
personality. 
Five Factor Openness: TATA Consumer Products believes in
Model (Big originality and versatility. 

Five) Agreeableness: The management team is well

trusted and very friendly.

Conscientiousness: The management is well planned

and organized. 

Source: 
https://www.ukessays.com/essays/management/theories-of-l
eadership-in-tata-group-management-essay.php
 TATA Consumer Products leadership approach is mostly
Democratic and Lasses-Fair

Employees are well informed about future decisions.

Leadershi Company places trust on the employees, which acts as a

p Approac motivating factor.

On certain occasion however, the management style has

h in UK been autocratic. For instance: Acquisition of Tetley Tea.

Most long-term strategies are formulated by lower

management

Source: 
https://www.ukessays.com/essays/management/study-on-leadership-in-ta
ta-group-management-essay.php

https://www.glassdoor.co.in/Overview/Working-at-Tata-Consumer-Produc
ts-EI_IE9651.11,33.htm
 Segmentation

Psychographic Demographic
Indian International Indian International

Innovators Innovators Age: 20-40 year, small and Age: 20-40 year, small and
Tata tea Gold:  Teapigs  large family large family
• 15% long leaf, built on • New customer channels
aroma platform  in UK  Low to High Income High Income Group:
Thinkers Believers Group Premium Products
Tata Tea Agni: Tetley 
Education: Well-educated,
• Strength and value for • Largest Tea Education: Well-educated,
aware, politically and
money  Brand globally aware
socially conscious
• Economy Segment leader • Market leader in Canada
Believers Sustainability Tata Tea Premium: Cater Tata Tea: Niche Indian
Tata tea Premium:  Considerations to mid segment diaspora in Canada
• #1 tea brand in India  • UK plastic pact
• Largest Tea Brand in India • Recyclable packaging in Tata Tea Agni: Economy
Tata Salt Segment Leader
 Geographic Behavioral
Indian International Indian International

Targeted at semi urban to urban Health and wellness Health and wellness
Developed rural, consumers  conscious conscious
semi urban to urban Tata tea Life: ​ Tetley Super teas & Tetley
consumers  Revenue Breakup: •Flavors- Ginger, Tulsi, Cold Infusions: ​
2020 Brahmi, Cardamom • Green, Decaf, Cold
Teir 1 and 2 cities Tata salt  Lite: Infusions, Fruit & Herbal
mainly • Low sodium Content
Usage Usage
Quality at-home drink Cold refreshments away
options from home 
Frequency- Medium to
heavy users (2 to 3 times
a day)
Source:  Easily available 
bsmedia.business-standard.com/ Medium to strong
www.tataconsumer.com/ loyalty
 INDIA TEA US TEA UK TEA CANADA TEA

Drink daily 90% 44%  87%  54%

Tea bags 45% 65%  96%  96%

Targeting Black tea 80% 84%  98% 57%

Green tea 10% 15%  2%  25%

Iced tea 4% 85%  1% 3%

Source:
UK_TEA_market.pdf (finalstep
marketing.com)
 Target
        INDIA       GLOBAL MARKET
• Housewives  • Idea of expensive hot

Audience • Urban- rural households

• Less health conscious and
beverages as affordable
luxuries
• Cafés, restaurants, retail
more taste conscious 
outlets
• Teens and adults
• Sophisticated audience
• Health conscious
• Environmental conscious 

Source: US Ad, India Ad
India UK Poland US

Targeting through different packaging 

 Positioning – India & Global
Points of Parity Points of Difference
 Strong Taste Preference  Health Conscious Consumer
 Black Tea  Decaffeinated
 Staple Drink for High Energy  Environment Conscious
 High-end customers  Biodegradable Packaging
 Starbucks  Flavor Conscious
 Herbal
 Fruit
 Packaging
  Minimalistic(Sophisticated) vs Tacky(Attractive)
 Tea Bags

Source: tataconsumer.com, teapigs video

Perceptual Map – India & Global
Health Conscious

More Expensive Less Expensive

Taste Conscious
 THANK YOU
TATA CONSUMER PRODUCTS LIMITED