29709223 Research Project on Tata Tea s Jaagore Campaign

8/8/2019 29709223 Research Project on Tata Tea s Jaagore Campaign

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A Research Methodology Project onReach of Tata Teas Jaago Re Campaign

Submitted in partial fulfilment of the award of a degree of

BACHELOR OF BUSINESS ADMINISTRATION of

CHRIST UNIVERSITY.

SUBMITTED BY:

Saraswat Tyagi

UNDER THE GUIDANCE OF:

Mrs. Leena James

DEPARTMENT OF MANAGEMENT STUDIES

CHRIST UNIVERSITY, BANGALORE

2009-2010


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DECLARATION

I hereby declare that this RESEARCH METHODOLOGY PROJECTreport on Reach of Tata Teas Jaago Re Campaign submitted toChrist University for the partial fulfilment of the requirement for theBachelors of Business Administration degree is an original andindependent work carried out by me.

Place: Bangalore

Date: 17h January 2010

Saraswat Tyagi

08D1648


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GUIDE CERTIFICATE

This is to certify that Saraswat Tyagi (08D1658), student of IV Semester

BBA B at Christ University, Bangalore has completed this project on thetopic titled Reach of Tata Teas Jaago Re Campaign under myguidance and supervision.

This has not previously formed the basis of the award of any degree,diploma or other similar title of recognition.

PLACE: BANGALORE Mrs. Leena JamesDATE: 17th January, 2010 Subject Coordinator

IV BBA B

CHRIST UNIVERSITY

BANGALORE

SIGNATURE:

CHRIST UNIVERSITYDEPARTMENT OF MANAGEMENT STUDIES

BANGALORE


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ACKNOWLEDGEMENTS

This industrial review project on Reach of Tata Teas Jaago ReCampaign which includes a study on Tata Tea has been prepared with

utmost care by me with all due consideration. I sincerely and honestlydedicate my thanks to Mrs. Leena James, our guide for this project, forher kind information and guidance.

I would also like to extent our gratitude and heartfelt thanks to Mr. JainMathew our Head of the Department and Mrs. Jyothi Kumar our

Academic Coordinator for giving me this opportunity to carry out theproject.

My project would not have been a success without their continued

support and keen guidance.


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TABLE OF CONTENTS

S.No. Topic Page No Sign

1 Introduction 6 to 92 Industry Profile 10 to 15

2.1 --- History of Industry 11 to 122.2 --- Types of Tea 12 to 15

3 Company Profile 16 to 203.1 --- Introduction 183.2 --- History of Company 19 to 204 Research Methodology 21 to 27

4.1 --- Objectives 224.2 --- Scope of Study 234.3 --- Significance 244.4 --- Research Design 25 to 264.5 --- Limitations 275 Data Collection 28 to 306 Data Analysis and Interpretation 31 to 517 Findings & Conclusions 52 to 548 Bibliography 55 to 569 Annexure 57 to 62

9.1 --- Questionnaire 58 to 62


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Chapter 1

Introduction


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INTRODUCTION


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Title: "Reach of Tata Teas Jaago Re Campaign

Basic Scope: A study to identify and validate the effects of the Jaago

Re campaign and whether or not it actually made a difference in boththe sales of Tata Tea and the behaviour and feelings of the generalpublic.

Industry: Indian Tea Industry

Company: Tata Tea Ltd.

Campaign: Jaago Re Campaign.


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OBJECTIVES OF THE PROJECT

Taking into consideration the responses of the population;

1.To determine whether the ad-campaign made anydifference in the psyche of the populous.

2.To understand the change in sales after an ad campaign.

3.Understand the role of the Brand loyalty in the TeaIndustry.

4.See the validity of the Jaago Re campaign.


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Chapter 2

Industry Profile


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INDUSTRY PROFILE

HISTORY

It is said that tea was discovered accidentally by Emperor Shen Nungback in 2700BC. After a large meal one day, he was relaxing in the

garden with a cup of boiling water. At that time some leaves from anearby tree fell into the cup. Unnoticed he consumed the drink. Heenjoyed the taste of the tea and the pain relief of the drink was somuch. Like this the cup of tea was born.

The Indian legend tells how in the fifth year of a seven year sleeplesscontemplation of Buddha he began to feel drowsy. He immediatelyplucked a few leaves from a nearby bush and chewed them whichdispelled his tiredness. The bush was a wild tea tree.

The first tea used in England came from China, and it wasn't until the19th century that tea growing spread to other countries and indigenoustea was discovered in Assam. The UK is the largest importer of tea.

The English quickly developed an almost unquenchable thirst for thedrink and began searching for a way to get tea without having to buy itsolely from China. In 1835 the English East India Company, upondiscovery of an indigenous variety of Camellia Sinensis in Assam, India,established their first experimental tea plantation there. It was largelyunsuccessful at the beginning. In 1856 varieties of tea from the Yunnan

and Keemun provinces of China were introduced in Darjeeling, India,and soon thrived. Some of the most prized and expensive Indian blackteas come from this high mountain region. One year later tea wascultivated in Ceylon (Sri Lanka). Luckily, for tea growers and consumers,a fungus wiped out the coffee crop in Ceylon in 1869, then its' mainexport. This opened the door to increased tea production andexportation.

By the early 1900's tea was being cultivated in Java, Sumatra,Indonesia, Kenya and other parts of Africa. Presently, the United Stateshas been added to the list of tea producers as there is one plantation inNorth Carolina.

Tea manufacture is the process of converting young fresh tea shootsinto dry black tea. This involves a number of processes from plucking topacking. At the plucking stage, only the top leaf tips are picked every 6to 7 days. The tip leaves are younger and finer which produce a better


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quality tea. The fresh green leaves now need to have the moistureremoved from them. This is done by blowing air through the leaves forup to 14 hours, leaving a soft and pliable leaf. There are then two waysof treating the tea. Tea which is to be used as loose leaf, will normallybe rolled gently to create a twisted appearance.

In contrast, tea which is to be used for tea bags is shredded andcrushed to produce a small granular product. Rolling and crushing theleaves, results in the rupturing of the leaf cells which allows oxidation tooccur. This gives the tea its distinctive black colour and flavour. The teais then dried at high temperatures to achieve the correct taste. When ithas been dried, the leaf tea is of differing sizes and will also containpieces of fibre and stalk. At this point it is processed to remove pieces ofstalk which will then leave tea suitable to be sold as loose tea. The tea ispassed through varying sizes of meshes to sort it and has to be passedthrough very fine ones in order to produce tea fine enough for tea bag

production. This process of sorting is a harsh one and it can cause thetea to lose some of its flavour. That is why loose tea usually has a betterflavour than the tea in a tea bag.

TYPES OF TEA

WHITE TEAWhite tea is similar to green tea, in that it's undergone very little

processing and no fermentation. But there is a noticeable difference intaste. Most green teas have a distinctive 'grassy' taste to them, butwhite tea does not. The flavour is described as light, and sweet. Youshould steep white tea in water that is below the boiling point. There isalso considerably less caffeine in white tea than the other varieties(15mg per serving, compared to 40mg for black tea, and 20mg forgreen). Some studies have also shown that white tea contains moreactive cancer-fighting antioxidants than green tea. As with all teas, thereare many varieties of white tea, with poetic names such as: whitepeony, golden moon, silver needle and white cloud. White teas are

produced mostly in China and Japan, but the Darjeeling region of Indiaalso produces some fine white teas.

GREEN TEA

Green tea is nothing more than the leaves of the camellia sinensis thathave been processed a certain way. Green teas, like white teas, arecloser to tasting like fresh leaves or grass than the black or oolong. They


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are also lower in caffeine and have higher antioxidant properties.First, the green leaves are seen how much oxidation should take placebefore drying them out. Tea leaves have enzymes in their veins. Whenthe leaf is broken, bruised, or crushed, the enzymes are exposed tooxygen resulting in oxidation. The amount of oxidation depends uponhow much of the enzymes are exposed.The processing of green tea is similar to that of white tea in that it doesnot oxidize. After the leaves are plucked, they are (sometimes) laid outto wither for about 8 to 24 hours. This lets most of the water evaporate.Then, in order to neutralize the enzymes thus preventing oxidation, theleaves are steamed or pan fried. Next the leaves are rolled up in variousways and tightness. After that, a final drying takes place. Since nooxidation took place, the tea has more of a green appearance. Fromthere, it goes off to be sorted, graded, and packaged.

OOLONG TEA

Oolong teas are the most difficult of the four types of teas to process.The best way to describe oolong tea is that they are somewhere inbetween green and black tea. This is because they are only partiallyoxidized during the processing.Oolong tea is gently rolled after picking allowing the essential oils toreact with the air and slowly oxidize. This process turns the leaf darkerwith time and produces distinctive fragrances. When the leaf hasreached the desired oxidation the leaf is heated, in a process called'panning', to stop the process. It's then rolled to form the tea into itsfinal shape. The resulting tea can be anywhere between a green and a

black, depending on the processing method. This tea is handcrafted,undergoing a labour intensive process. The tea maker must carefullybalance many elements in the critical few hours after the leaf is pickedincluding weather conditions, quality of the leaf, and the time the leafoxidizes. The finest Oolongs are often prepared and enjoyed Gung Fustyle to savour their complex tastes and fragrances.The processing of oolong tea requires only a partial oxidation of theleaves. After the leaves are plucked, they are laid out to wither for about8 to 24 hours. This lets most of the water evaporate. Then the leavesare tossed in baskets in order to bruise the edges of the leaves. Thisbruising only causes the leaves to partially oxidize because only aportion of the enzymes are exposed to air. Next, the leaves steamed inorder to neutralize the enzymes and stop any oxidation. Oolong tea canhave varying degrees of oxidation. Some are closer to black teas, andsome are closer to green.


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BLACK TEA

Black teas are the most consumed of the four types of teas. They arethe highest in caffeine. Black tea is the most popular tea in the world. Itis the tea most widely used in making iced tea and English tea. Since theprocess of making black tea consists of three main stages, cut, tornand curled, it is also known as C.T.C tea. After cutting, the leaves are

first spread on shelves called withering racks. Air is blown over theleaves to remove excess moisture, leaving them soft and flexible. Thesewithered leaves are then crushed between the rollers of a machine torelease their flavoured juices. In the tearing process the cells of theleaves are exposed and the oxidation process begins. They are thentaken to the fermenting room where under controlled temperature andhumidity, they change into copper colour. Finally they are dried inovens, where they are curled by heat and become brownish black.It is made by steaming the leaves in large vats. The steaming prevents

the leaves from changing its green colour, hence the name. The leavesare then crushed in a machine and dried in ovens. It is produced byusing many of the same techniques that were practiced centuries ago.

PU-ERH TEA

Pu-erh teas come from the Yunnan province in China and have a strongearthy flavour. Pu-erh has been praised for generations for its flavourand health benefits. It's processed according to an ancient technique(which used to be a state secret) that involves aging the leaves. It is

often formed into bricks and is one of the few teas that age well.Pu-erh tea is moderate in taste, not as strong as black tea. It can cutgrease, help digestion, warm stomach, help produce saliva and slakethirst, dispel the effects of alcohol and refresh ones mind. Pu -erh teahas functions of lowering the triglyceride, cholesterol, hyperuricemia inthe body.Puer tea (also called Pu-er or pu-erh) is an ancient and rare tea, muchloved in China and the only tea for some 'hardened' tea drinkers. Theprocesses that go into making the classic puers are closely guardedsecrets. It is fermented, sometimes twice, and is often pressed into

cakes or bricks. This makes puer especially easy to store and keep forlong periods. Generally they are robust, earthy teas with a dark red orbrown colour and distinctive, mysterious aroma. Puer is widely known inChina to have major health benefits, especially in reducing cholesteroland as an aid to digestion, which makes it the ideal after dinner tea.


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SCENTED TEAScented or Flower tea is either green or white tea that has been infusedwith certain flowers, which impart a delicate and interesting taste, andof course a wonderful aroma. As with black tea and milk or sugar,flowers were added to green tea originally to disguise a less thanfavourable taste in the poorer varieties. This is still the case with manycommercially produced flower teas, which hide the taste of very cheaptea behind a strong flowery presence. Flower teas, in particular thedelicious jasmine, have gained such a following both in Asia and theWestern world, that many people only drink this variety. The SevenCups jasmine teas combine really fine quality green and white teas witha subtle but distinct jasmine flavour, and are a real treat, especially fordedicated jasmine fans. They are the best jasmine teas we've evertasted.


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Chapter3

Company Profile


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COMPANY PROFILE

Tata Tea Limited, also known as Tata-Tetley, is the world's secondlargest manufacturer and distributor of tea. Owned by India's TataGroup, the Tata Tea Limited markets tea under the major brands TataTea, Tetley, Good Earth Teas and JEMA. While Tata Tea is the largest

tea brand in India, Tetley is the largest tea company in the UnitedKingdom and Canada and the second largest in the United States byvolume and JEMA is Czech Republic's leading tea company.

Via subsidiary companies, Tata Tea manufactures 70 million kilograms oftea in India, controls 54 tea estates, ten tea blending and packagingfactories and employs around 59,000 people. The company owns 51 teaestates in India and Sri Lanka, especially in Assam, West Bengal ineastern India and Kerala in the south. The company is the largestmanufacturer of Assam tea and Darjeeling tea and the second-largest

manufacturer of Ceylon tea.Set up in 1964 as a joint venture with UK based James Finlay andCompany to develop value-added tea, the Tata Tea Group has nowproduct and brand presence in 40 countries. It is one of India's firstmultinational companies. The operations of Tata Tea and its subsidiariesfocus on branded product offerings in tea, but with a significantpresence in plantation activity in India and Sri Lanka.

The consolidated worldwide branded tea business of the Tata Tea Group

contributes to around 86 per cent of its consolidated turnover with theremaining 14 per cent coming from bulk tea, coffee and investmentincome. The company is headquartered in Kolkata. With an area ofapprox 159 km under tea cultivation, Tata Tea produces around 30million kg of black tea annually. Instant tea is used for light density100% teas, iced tea mixes and in the preparation of ready-to-drink(RTD) beverages.

Tata Tea owns five brands in India - Tata Tea, Tetley, Kannan Devan,Chakra Gold and Gemini. The company has a 100% export-oriented unit

(KOSHER and HACCP certified) manufacturing instant tea in Munnar,Kerala, which is the largest such facility outside the United States. TataTea has subsidiaries in Australia, Great Britain, United States, CzechRepublic and India.


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HISTORY OF TATA TEA

1980S

In the early 1980s, the tea industry in India was experiencing risinginput and labour costs and dwindling margins as well as high taxes.India was facing competition on the world market not just from China,

but also from other countries entering the business.

In 1983, Tata Tea bought the stake belonging to the James Finlay groupto form the individual entity Tata Tea. In the same year, the companydecided to move from the commodities business to consumer branding.The first brand Tata Tea was introduced. This was followed by otherbrands like Kannan Devan, Agni, Gemini and Chakra Gold. In spite ofbeing the largest market in the world, the concept of branded tea tooktime to be accepted.

In 1987, Tata Tea set up a fully owned subsidiary, Tata Tea Inc.

1990S

In the 1990s, Tata Tea decided to take its brands into the globalmarkets. It formed an export joint venture with Britain's Tetley Tea in1992. Other new enterprises included a majority interest in ConsolidatedCoffee Ltd. (Tata Coffee Ltd.) and a joint venture to manage agriculturalestates in Sri Lanka. Tata Tea Inc. in the United States processed andmarketed instant tea from its facility in Florida, based on sourcing ofinstant tea products out of Munnar and Kerala. In 1993, they enteredinto a joint venture with Allied Lyons PLC in the UK to form Estate TataTetley.

In the mid-1990s, Tata Tea attempted to buy Tetley and the Lankan JVCacquired 51% shareholding in Watawala Plantations Ltd.

In 1997 the company was embroiled in a major scandal known as the"Tata Tapes controversy" which related to funds the company providedto the outlawed United Liberation Front of Assam (ULFA), an armed-struggle group operating in Assam.

By 1999, Tata Teas brands had a combined market share of 25% inIndia. The company had 74 tea gardens and was producing 62 million


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Chapter 4

Research Methodology


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OBJECTIVES

Taking into consideration the responses of the population;

1.To determine whether the ad-campaign made anydifference in the psyche of the populous.

2.To understand the change in sales after an ad campaign.

3.Understand the role of the Brand loyalty in the TeaIndustry.

4.See the validity of the Jaago Re campaign.


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SCOPE OF STUDY

1.To understand the Reach of Tata Teas Jaago ReCampaign through the eyes of the young customer.

2.Some basic factors that customer believe affect or do notaffect them.

3.Understand the role of the Brand loyalty in the Indian teaindustry.


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SIGNIFICANCE OF STUDY

1.Firstly, we need a study like this to follow up on acampaign like the Jaago Re campaign so as to determinethe success of the campaign; both in terms of salesincrease of the company and also the psyche of thepopulous who are being targeted.

2.Next, this study helps us to understand the populous a bitbetter in terms of some of their basic beliefs about the

products they buy.3.It also gives us an insight into what the consumers believe

affects them and what does not.


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RESEARCH DESIGN

Data Type: Primary Data

Research Tool: Questionnaire, Internet, Peoples Interactions

Population: The urban educated youth of the nation.

Sample Units: Individual Consumers, Similar background

Sampling Method: Random Sampling under similarconditions

Sampling Size: Restricted to 50 people

Method of data collection: Survey Method.

Research instrument: The instrument used for gatheringdata was a questionnaire. To get further insight in to the

research problem, interview regarding their buying practices

too was made. This was done to crosscheck the authenticity of

the data provided.


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Tools and techniques of analysis: The data so collected will

be analyzed through the application of statistical techniques,

such as bar graphs and pie charts.

Assumptions:

y Samples collected are representative of the entirepopulation.

y Modern consumer is conscious and awareness is high.y They are more curious about the product, quality, price

and features offered.

y Try to obtain maximum information before actual decisionmaking.


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LIMITATIONS

1.Study holds true for only the target populous; hence is nota very accurate representation of the complete state.

2.Not many journals and articles have been reviewed. Inshort, the literature review pertains to only literature inthe background. The main research part of the projectdoes not use any secondary data whatsoever.

3.Some of the answers in the survey mode may have beenbiased and/or not given with full cooperation/seriousness.This will cause a slight discrepancy in the results soobtained.


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Chapter5

Data Collection


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15 A 13 26%B 37 74%

16 A 38 76%B 12 24%

17 A 16 32%B 27 54%C 07 14%

18 A 43 86%B 07 14%

19 A 41 82%B 09 18%

20 A 44 88%

B 06 12%


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QUE I 1

Which ag gr pd y b

g to?a. 18-25b. 26-35c. 36-45d. 46 and old r.

As we can see from the chart, 60% of the correspondents are from the age group of18 to 25. Thisquestion is to reaffirm that the targetpopulation comprises mainly ofthe youth.

A further 30% of the respondents are from the age group 26 to 30.

Hence 90% of the sample is of the targetedyouth population.

A, 60%

B, 30%

C, 6% D, 4%

Question 1

A

B

C

D


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QUE I 2

Are you an ardent tea drinker?a.Yesb. No

Thisquestion was another one to support the background of the research. It is tocheck how many of the sample population are tea drinkers. This question isimportant as it helps us in seeing that the Jaago re campaign did not affect onlythose who are interested in drinking tea. It also affects those who do notdrink tea.

As we can see though, 70%, a majority of the respondentsdrink tea and hence willanswer the rest of the questionnaire through a justview.

A, 70%

B, 30%

Question 2

A

B


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QUE I 3

How manycups of tea do you have daily?

a. 1-3b. 4-6

A fillerquestion to make the respondents more comfortable with the questionnaire.

Shows us that a majority of the respondents are just normal tea drinkers and not teaaddicts.

A, 90%

, 10%

Question 3

A


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QUE I 4

Whatkind of tea do you use?a. Tea Leavesb. Tea Bags

This question becomes important as it shows us how many of the respondentsprefer tea leaves; a majority with 84% preferring tea leaves.

This becomes important because Tata Tea is a major player in the Tea Leavesmarket as we can see from the companyprofile. Only Tetley, itssubsidiary is a TeaBag Major. The Jaago Re campaign focuses mainly on Tata Tea. So it is good toknow that a majority of the populousprefers the leaves.

84%

6%

Question 4

A

B


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QUE I 5

Which tea drinkdo you prefer?a. Ice Teab. Hot Milk Tea

Similar to the previousquestion, thisquestion as well helps us to understand therespondents better. We know through the question that a majority of therespondents are followers of the Hot Milk Tea that the company we are followinguses.

A, 3 %

B, 66%

Question 5

A

B


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QUE I 6

Do you like experimenting with differentbrands?a.Yesb. No

Thisquestion is one of the first which brings us to the questionnairespurpose. Ithelps us in seeing whether the targetpopulation isready forchange depending onany of the variables we are using.

Though a majority isready forchange; it is a small majority. Thisgoes to show thatthe market isverystringent and will need a verypowerful campaign (like the JaagoRe campaign) to make a difference in the marketpreference.

A, 33%

B, 66%

Question 6

A

B


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QUE I 7

Do you believe that adcampaigns influence peoplesbehavior? (i.e. actingresponsibly afterseeing an inspiring ad-campaign)

a.Yesb. No

Thisquestion helps us in showing whether the targetsample isready to listen to thesocial voices in the requisite campaign. The Jaago Re campaign speaks about, firstvoting, andsecond, corruption andbribes. Thisquestion shows us that 82% of thesample believes in the need forsocial change and hence will be well receptive to theideas thrown at them through sociallyresponsible campaigns.

A, 38%

B, 82%

Question 7

A

B


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QUE I 8

Do you think television advertisementscan influence yourchoice ofbrand?a.Yesb. No

Thisquestion is in line with one of the basic objectives of the research project.

We ask the correspondents whether or not, they are ready to change theirpoint ofview based on what theysee in television advertisements. This is helpful as itshowsus that those people who prefer otherbrands of tea leavesbefore the adcampaignin question;can be influenced to change theirbrandchoice.

This also has a negative aspect; as it can also mean that the people may beinfluencedby the adcampaign ofrival brands into choosing theirbrand of tea over

ours.

A, 8%

B, 22%

Question 8

A

B


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QUE I 9

Do you drink Tata Tea?a.Yesb. No

We can see through thisresponse that Tata Tea isdefinitely the forerunner in theIndian Tea Industry. As for the marketbrands are concerned. Tata Tea has almost amonopoly over the entire market in terms ofpeople buying theirproducts.

Through this; we can see that the ad-campaigns are probably more a campaign toretain customers than make new customers.

A, 96%

B, %

Question 9

A

B


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QUE I 10

Are you aware of Tata Teas JAAGOR

campaign?a.Yesb. No

Again, 88% of the sample population has seen the TV Advertisements or theBillboards that advertise the Jaago Re campaign. This is a good figure as itshowsthat the reach of the campaign isvery far anddeep.

A, 88%

B, 2%

Question 10

A

B


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QUE I 11

Whatbranddidyou buybefore the campaign?a. Tata Teab. Brooke Bondc. Taj Mahal

Though we saw that almost the whole market hadbought and tasted Tata Tea atsometime or the other. The true sales featurescan be seen in thischart. Atpresent;Taj Mahal tea is whatsells the most. Almost half the respondents, i.e- 46% buy TajMahal Tea. In terms of sales, Tata Tea comes in atsecond with 38% of the totalsales.

A, 38%

, 1 %

C,

%

Question 11

A

C


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QUE I 12

Does the packaging of the tea packet affectyou?a.Yesb. No

Only 16% of the respondentsbelieve that the packaging of the Tea Leaves affectstheir choice of purchase. This is an important figure as it makes sure that thecompany does not have to spend that much more in trying to boost their salesthrough packaging efforts.

A, 1 %

B, 8 %

Question 12

A

B


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QUE I 13

Whatbranddidyou buy after the campaign?a. Tata Teab. Brooke Bondc. Taj Mahal

This is a very important figure to look at; Itshows us that the campaign wasverysuccessful. Ascan be seen in many otherstudies that have been publishedsince thecampaigns inception. We can see again here that the sales for Tata Tea have beenboosted by almost 20%. That is a huge chunk of the market. Taj Mahal tea wasaffected by only 6%. Brooke Bond being the lesser of the market brands took amajorblow and fell to only 8% of the market.

A, 52%

B, 8%

C, ! 0%

Question 13

A

B

C


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QUE I 14

How deeply has the Jaago Re campaign influencedyou?a. Not affectedb. SlightlyAffectedc. Moderately affectedd. Highly affected

This shows us that the campaign as a social drive managed to affect therespondents in various degrees. Most stayed in the central trimester of the totalpopulous. The percentage not affected at all by the campaign corresponds with thepreviousresult where 12% of the respondents had not even heard of the campaign.

A, " 6%

B, 2 # %

C, # 8%

D, $ 2%

Que i

A

B

C

D


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QUE I 15

Didyou register to vote through Jaago Re?

a.Yesb. No

This is one of the questions which directlyvalidates the success of the campaign. Wecan see that 26% of the respondentsdirectlyregistered to vote through the JaagoRe campaign. Apart from that, the 74% who did not are furtherdivided(found outthrough the interviews which were conducted) into those who followed thecampaign and hence registered to vote and those who eitherdid notcast a vote atall orregistered to vote separatelydue to their own intentions to vote.

A,% &

%

B, 7' %

Question 15

A

B


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QUE I 16

Do you appreciate the Jaago Re concept?a.Yesb. No

Most of the respondents were highly appreciative of the Jaago Re concept. On

further interviewing we were able to figure out that those respondents who were notappreciative were so for a lot of otherreasons.

A, 76%

B, 2( %

Question 16

A

B


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QUE I 18

Should Tata Tea continue with the Jaago Re campaign?a.Yesb. No

Very similar to the response of appreciation of the campaign; most respondentsbelieve that the companyshouldcontinue with the campaign.

A, 86%

B,2 3

%

Question 18

A

B


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QUE I 19

Do you feel that the Jaago Re campaign shouldbroaden itsscope toencompass more of the problemsbeing facedby our nation?

a.Yesb. No

Again, most of the correspondentsbelieve that Tata Tea should increase the scopeof the campaign. They have alreadystarted thisventure byroping in the problem ofcorruption andbribery.

A, 82%

4 , 18%

Question 19

A

5


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QUE I 20

Do you think that othercompaniesshould also follow suit and work oncampaignssimilar to this one for the overall betterment of the nation?

a.Yesb. No

Reviewing the previousquestions and the responsesrecorded in them. Thisquestionas well has a similarresponse. Most of the respondentsreally appreciate the effortbeing taken by Tata Tea through the Jaago Re initiative and hence are all for othercompanies as well trying to take initiativessimilar to this one.

A, 88%

6 , 12%

Question 20

A

6


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Chapter7

Findings & Conclusions


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FINDINGS

Through the questionnaire and the resulting data collection and analysis;we can bring down the findings to the following points.

1)Most of the respondents though having tried Tata Tea; stillpreferred Taj Mahal Tea. This shows us that Taj Mahal givesthe people what they want in terms of quality and taste.

2)Most of the respondents were ready for change either for tasteor by being influenced by ad campaigns.

3)The Jaago Re campaign was well appreciated by most of therespondents. Moreover, the campaign helped Tata Tea inincreasing their sales by almost 20% of the market share.

4) Also, the campaign helped in making the Tata Tea brand amuch more socially appreciated brand.

5)It also opened up the market for other companies to follow suitand become socially responsible.


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CONCLUSION

Hence, the conclusions that can be derived through the research studyare that; Tata Tea was a decently respected company before the

inception of the Jaago Re campaign back in 2009. After the campaign;they have become much more respected as a socially responsible brandwhich is working for the betterment of India. This has helped thecompany in terms of both sales and brand image.

Therefore, we can say without any doubt that the Jaago Re campaignwas a very successful campaign as it helped in increasing sales, brandimage and also met its objective of being a social catalyst of change and

strife.

The topic --- Reach of Tata Teas Jaago Re Campaignhence canbe easily summarised through the findings of this project.

The objects of the study have hence been met...


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Chapter8

Bibliography


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BIBLIOGRAPHY

SITES VISITED

1)http://www.teaindustry.com/2)http://www.tatatea.com/3)http://www.jaagore.com/

ARTICLES REFFERED

1)Article on Tata Tea Ltd. On Wikipedia Encyclopaedia2)Article on the Indian Tea Industry on Wikipedia Encyclopaedia


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Chapter 9

Annexure


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QUESTIONNAIRE


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2)Which age group do you belong to?a. 18-25b. 26-35c. 36-45d. 46 and older.

3)Are you an ardent tea drinker?a.Yesb. No

4)How many cups of tea do you have daily?a. 1-3b. 4-6

5)What kind of tea do you use?a. Tea Leavesb. Tea Bags

6)Which tea drink do you prefer?a. Ice Teab. Hot Milk Tea

7)Do you like experimenting with different brands?a.Yesb. No


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8)Do you believe that ad campaigns influence peoples behavior? (i.e. acting responsibly after seeing an inspiring ad-campaign)

a.Yesb. No

9)Do you think television advertisements can influence your choice ofbrand?

a.Yesb. No

10) Do you drink Tata Tea?a.Yesb. No

11)Are you aware of Tata Teas JAAGORE campaign?a.Yesb. No

12) What brand did you buy before the campaign?a. Tata Teab. Brooke Bondc.

Taj Mahal

13) Does the packaging of the tea packet affect you?a.Yesb. No


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14) What brand did you buy after the campaign?a. Tata Teab. Brooke Bondc. Taj Mahal

15) How deeply has the Jaago Re campaign influenced you?a. Not affectedb. Slightly Affectedc. Moderately affectedd. Highly affected

16) Did you register to vote through Jaago Re?a.Yesb. No

17) Do you appreciate the Jaago Re concept?a.Yesb. No

18) How frequently have you come across the Jaago Readvertisements?

a.Very oftenb. Oftenc.

Rarely

19) Should Tata Tea continue with the Jaago Re campaign?a.Yesb. No


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20) Do you feel that the Jaago Re campaign should broaden its scopeto encompass more of the problems being faced by our nation?

a.Yesb. No

21) Do you think that other companies should also follow suit andwork on campaigns similar to this one for the overall betterment ofthe nation?

a.Yesb. No

29709223 Research Project on Tata Tea s Jaagore Campaign

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