Post on 03-Apr-2015
Presentation on Mkt. management
Repersented by-
Tittle- Tata Tea
Ravi Chauhan
About the Company
Set up in 1964 as a joint venture with UK based James Finlay
The consolidated worldwide branded tea business of the Tata Tea Group contributes to around 86 per cent of its consolidated turnover with the remaining 14 per cent coming from Bulk Tea, Coffee, and Investment Income
The Company is headquartered in Kolkata and owns 27 tea estates in the states of Assam and West Bengal in eastern India, and Kerala in the south
Tata Tea Group of Companies, which includes Tata Tea and the UK-based Tetley Group, today represent the world's second largest global branded tea operation with product and brand presence in 40 countries.
Tata Global Beverages Limited- Historical Milestones
Pre 1963 James Finlay
1964 Tata Finlay established to develop value added Tea
1976 Tata Finlay takes over tea production and marketing operations of James Finlay
1983 James Finlay sell their shareholdings to Tatas heralding the "Dawn of a new Era" - Tata Tea is born
1987 A wholly owned subsidiary, Tata Tea Inc, set up in the U.S.A
1991 Acquisition of 52.5% shareholding in Consolidated Coffee Ltd (Tata Coffee Ltd.)
1992 Joint Venture in Sri Lanka, Estate Management Services (P) Ltd. formed.
1993 Joint Venture alliance with Allied Lyons plc - Tata Tetley established.
Tata Global Beverages Limited- Historical Milestones
1995-96 65% share Lankan JVC acquires 51% shareholding in Watawala Plantations Ltd.
1996 Sri Lankan JVC acquires 51% shareholding in Watawala Plantations Ltd
2000 Tata Tea acquires The Tetley Group Ltd., UK.
2010 Name changed from Tata Tea Limited to Tata Global Beverages Limited ( effect from 2nd july 2010 )
Tata Tea BrandsTata Tea Premium
Flagship brand, started in 1987.Promise of freshnessCreated product redefinition by introducing polypackaging
Tata Tea AgniPackaging with a deep rich red connoting strength and an affordable price •To take on the loose tea market prominent in the villages.
TetleyFounded 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 DevanStarted in the late 19th century and acquired by Tata in 1976Principal 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 Chakra GoldHigh 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
1989 Nowera Nuddy - Tea board award for highest yields1991 Nahorkutia - Tea board award for highest yields.
1992 Nowera Nuddy, Achabam, Velonie - (All India)
1993 Nowera Nuddy, Sagmootea, Achabam – -. Tea board award for highest yields
-. Tea board award for highest yields1994 Nowera Nuddy, Sagmootea - Tea
board award for highest yields1995 Nahorkutia - Tea board award for highest yields1996 Nahorkutia - Tea board award for highest yields1997 Powai - Tea board award for highest yields.
1998-2002 Awards yet to be announced by Tea Board.
2003 Golden Peacock Innovative Product & Service Award.
Awards Won by Tata Global Beverages Limited
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
Choice of Flavors : Masala, Ginger, Elaichi, Lemon and Early Grey
“Chai mein twist… life mein twist” campaign
Not Just a Hot Cup anymore
Jaago Re Communication Objective:Make Tata tea No. 1 brandIncrease SalesSocial Awakening
Strategy – “Associating tea’s inherent quality to awake a person from his slumber with social awakening”
Har Subah Sirf Utho Nahin – Jaago Re”
Jaago Re! One Billion Votes Campaign’ Awakens young India
Tata Tea and Janaagraha come together with a unique initiative to motivate and enable Indian Youth to vote
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 productsTea bagsRefreshed packaging
Chai-Un-Chai Retail Outlet
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
Tetley Tea Gifts and Online Shopping
Ek rishtaLoyalty program for the wholesalers Accumalate points according to the quantity of tea purchsedLucky drawPrizes like gold chain
Careers with Tata Global Beverages LimitedLife as a Tatean
Tata Global Beverages Limited is a vibrant Company with over 34,000 employees spread across the country. It is a rare mixture of cultures, that of over 150 years old plantations and the dynamic and ever changing world of fast moving consumer goods industry.
Tata Tea's "People Philosophy " is driven by the Tata Group Human Resources Mandate which says
Attract good peopleRetain the better peopleAdvance the best people.
Tata Global Beverages Limited recruits personnel mainly in the areas of
•Plantation Management•Sales & Distribution•Brand Marketing.•Finance•Information Technology
Global Business DivisionTata Global Beverages Limited along with its subsidiary companies has a significant presence in over 35 countries worldwide. It owns 51 tea estates in India and produces over 60 million Kg of black tea
CompetitionA Tata company shall fully support the development and operation of competitive open markets and shall promote the liberalisation of trade and investment in each country and market in which it operates. Specifically, no Tata company or employee shall engage in restrictive trade practices, abuse of market dominance or similar unfair trade activities.
A Tata company or employee shall market the company’s products and services on their own merits and shall not make unfair and misleading statements about competitors’ products and services. Any collection of competitive information shall be made only in the normal course of business and shall be obtained only through legally permitted sources and means
ShareholdersA Tata company shall be committed to enhancing shareholder value and complying with all regulations and laws that govern shareholder rights. The board of directors of a Tata company shall duly and fairly inform its shareholders about all relevant aspects of the company’s business, and disclose such information in accordance with relevant regulations and agreements
Corporate CitizenshipA Tata company shall be committed to good corporate citizenship, not only in the compliance of all relevant laws and regulations but also by actively assisting in the improvement of quality of life of the people in the communities in which it operates
Quality of Products and ServicesA Tata company shall be committed to supply goods and services of world class quality standards, backed by after-sales services consistent with the requirements of its customers, while striving for their total satisfaction.
Thank You