“Lambi
Pattiyan Khule
Khushboo Khile”
Tata Global Beverages Limited Formerly Tata Tea Limited is an Indian
multinational non-alcoholic beverages company headquartered in
Kolkata, West Bengal, India and a Subsidiary of the Tata Group . It is
the world’s second- largest manufacturer and distributor of tea and a
major producer of coffee.
Industry : Non – alcoholic beverages
Type As : Public Company
Founded : May 8, 1963
Founded : J.R.D Tata
Headquarter : Kolkata, West Bengal
Total Revenue :6909 crore’s (2018)
In 1964,Joint Venture
1983
• James Finlay Sold its Share of Tata Finlay to Tata Family and allowed
the creation of Company- Tata Tea Ltd.
Ajoy Kumar Misra (CEO)
Vision: To be the most admired natural
beverages company in the world by making
a big and lasting difference in tea and
coffee.
Mission
Achieve market and thought leadership for branded tea in India.
Be recognized as the foremost innovator in tea.
Co-create enhanced value for all stakeholders.
Tata Tea is India’s largest packaged tea brand. Today, 1 in every 3
Indian households consumes tea from the brand’s extensive range of
variants.
Tata Tea Premium is India's No. 1 branded tea, in terms of
volume as well as value. In 2007, the brand brought collective
of social awakening campaign Jaago Re, Khilana Bandh,
Pilana ,Shuru.
Tata Tea Teaveda is a Ayurveda Cup of Tea. Teaveda
integrates Ayurvedic wellness in a manner suited to the
Indian palate.
Tata Tea Gold Launched in 2003, as a superior variant on
the ‘aroma’ platform. Its uniqueness lies in the superior
balance it maintains between strength and aroma, which is
produced by mixing CTC granules with gently-rolled 15%
longer leaves.
Tata Tea Kanan Devan is the No.1 tea brand in
Karnataka and No. 2 tea brand in Kerala in the dust tea
segment. Launched in 1984 as a packaged tea brand in
Kerala.
Tata Tea Chakra Gold is the second largest tea brand in
South India and the ninth largest across India. Originally
launched in 1985 as Chakra Premium Dust Tea, the product
was renamed Chakra Gold in 1989, it has built a strong
equity in the markets of Tamil Nadu and Andhra Pradesh.
Gemini is a dust tea, sold in the states of Andhra Pradesh,
Madhya Pradesh, Chhattisgarh, Tamil Nadhu and Karnataka.
This brand has high component of Assam tea, which lends to its
unique strength taste and colour.
Launched in 2014 under Tata Tea — the No. 1 tea brand in
the country. Acti Green has been specially crafted for Indian
consumers, The refreshing green tea blends are packed with
antioxidants, which come together to give consumers
superior taste.
Product Place Price Promotion
Each packaging and product attributes designed keeping in mind the
respective target segment.
E.g. Tata tea gold, Premium customer tea with 15% longer leaves.
Product Place Price Promotion
Produced in Assam and Darjeeling and Kannan Devan Hills in South India.
Distribution network throughout the Country.
Tea available -South India is mainly dust, whereas the North Indians prefer leaf
tea.
Product Place Price Promotion
Viewed as a value for money brand.
Building value around its brand by distinguish it from competitor's.
Product Place Price Promotion
The Jaago Re Campaign
Communication Objective:-
Awake the youth to participate in the country
election.
Digital Marketing Initiative
Started the website [Link] in 2009.
Users can register to join.
It includes discussion forums on social and political
issues.
Also includes information and updates on political
affairs.
Celebrity endorsements-
• shahrukh khan
• kareena Kapoor Khan
Jaago Re…….. Power of 49%
49% women voters in India.
To raise awareness among women to vote and select an accountable
government.
Target Market- Middle Class and Upper Middle Class.
Now a Shift in the target audience from middle aged to youth
(hungry for changed)
Use of Emotional Connect in communications.
1) 2009-10:- “One billion votes.”
2) 2010-11:- “ Khilana Bandh” Pilana Shuru”.
3)2011-12:- “Soch Badlo”.
4) 2012-13:- “ Choti Shuruat”.
Housewives who are key in decision.
Product:- Similar packaging, Leaves quality and sub branding techniques.
Place:- Well established distribution channel like Tata Tea.
Price :- Price in the same range.
Promotion:- Celebrity Endorsement’s: Akshay Kumar
Advertisement:- Communicating Family get together with the tagline ‘Swad
apnepan ka.’
Digital Media
The Chai Wallah campaign in Dubai.
>>Tea stall was put up in a Dubai festival, with the
chai Wallah selling tea in the traditional Indian
way.
Tata is a well established and trusted brand.
4 P’s helped as Contrast Tata Tea’s.
The key difference lies in the promotion strategy adopted.
Tata Tea is established as a strong national brand with the help the Jaago
Re….. Campaign.
Tata Tea has to adopt more differentiation strategies to achieve a unique
place in mind of Indian Consumer.
