Retail tata tea vs taj mahal

Retail ManagementPresentation on retail strategies of:

Faculty/ Mentor: Mr. B.K. KumarPresenter: Samir Kumar Sahu

PGPBA 2015-17 Roll no : BA1522

IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL

Visit to Retailer and interview

Product

• TATA TEA Premium /Gold/Agni/Acti Green/Fusion/Gemini.

Parent Company: TATA Group

• Brooke Bond TAJ MAHAL Parent Company: HUL

Promotion• Jaago re Campaign, Khilana Band Pilana Shuru Campaign,Social causeBrand, awareness on corruption, voting.

• Brand ambassadors: Ustad Zakir Hussain,Tabla Maestro for more than a decade.Saif Ali Khan, Actor since 2006.Madhuri Dixit Nene, Actress.

Place/Distribution

• In Bangalore, area wise distribution through a network of stockist and retailers.

• Areas divided and sub divided for better control and measurement of sales.

Price/ Margin for Retailer•Tata Tea Premium Priced at Rs. 92 for a 250 grams packet•Margin for retailer on MRP: 9%

•Brooke Bond Taj Mahal priced at Rs. 128 for 250 grams packet.•Margin for Retailer on MRP: 9%

Process/Packaging

• Plantation to factory: Processing and segregation and Packaging.

• Packaging types: polybags, tea bags, vaccum packed. Different sizes and weights.

• Sent to distributor.

Positioning

• Target segment: middle class/upper middle class. Young and vibrant brand. JAAGO RE !!!!

• Target segment:Upper Middle class/middle class. Excellence, sophistication and quest for excellence. WAH TAJ !!!!

People

• Helps the plantation owners to grow tea through technical participation & training.

Retail