Professional Documents
Culture Documents
Tata Tea
Ajit D Shewale(96) Bhagawan singh(97) Halima Ram singh Pooja
Statistical Facts
Total turnover of tea industry is around 10,000 crores Since independence the production has grown over 250%while land area has grown just by 40% Considerable increase in export in past few years.foregin exchange per annum is 1847 crores The labor intensive tea industry directly employs 1.1 million workers Women constitute 50% of workforce.
Brands Recalled
1. 2. 3. 4. 5. 6. 7. 8. 9. Parivar Tea
(more than 50%)
Tea Pot Brooke Bond Red Label MayurChai SurbhiChai Tata Tea Agni chai TajMahal Assam Tea Captain Tea
Loose tea mixed per preference purchased over the counter at Kirana/General stores Always purchase packet tea (20-30; 40-50 gms)
Consumer insights
All family members including kids of 3 years and above (more milk) drink tea Tea is accompanied with toast or khari biscuit for kids, adults like it by itself Homes with cows consume more tea with higher quantity of milk in it People prefer loose tea as they feel no brand offers a strong enough taste Price conscious customers: Captain Tea is preferred over Parivar simply due to price Prefer small grained tea as they believe it is stronger tasting Appearance of being expensive Products advertised on outdoor hoardings are perceived as costly Tata Tea is perceived and is considered costly based on the ads Brooke Bond Red Label perceived weak tasting
Open tea eats away lots of market share of brands because of its low cost
Each shopkeeper deals with certain brands based on the local dealer (Satara) 98% ask for brands others are price conscious Branded tea is bought by office-goers/white collared people; travelers Milk powder sells in the market to day laborers Most preferred brand and sold is Parivar (Maharashtra)
Many people prefer Parivar tea because of its cost, Rs.10 for 40 Gms in comparison to Rs.11 of Red Label for 50 Gms.
Even chaiwallas, do not buy brands as they think packaging cheats them of quantity
Started in the late 19th century and acquired by Tata 1976 Principal markets- Tamilnadu , Kerala, Karnataka Market share in the south zone 9.8% Owing to its unique taste preferred in southern India
Tata Tea: Taazgi as a USP, Red Label: make tea stronger Reddish tea with strong color in the grain itself Flavored tea: Elaichi, ginger and Lamsa Pricing: at Rs. 10, promotional pricing Packaging: 40 gms sachets competing with Parivar Distribution: Dealers at shops and huts/bazaars
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 HarSubahSirfUthoNahin Jaago Re
Ek rishta
Loyalty program for the wholesalers Accumulate points according to the quantity of tea purchased Lucky draw Prizes like gold chain
Creative Strategy: There are radio ads, print ads and basic street plays used The creative uses a sleepy character who is the classic lazy village nobody, hanging around like a loafer on the streets (symbolize with typical dialogues and scenarios) . He drinks the tea and becomes a sharp dressing white collared executive (depending on area into a clerk/teacher etc). This creates the aspiration of people to adopt a better lifestyle in a subtle manner by creating the message that tea drinkers are evolved people.
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