Group 8 Tata Salt Case.pptx

8/9/2019 Group 8 Tata Salt Case.pptx

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PRESENTED BY:

GROUP 8

PRESENTED TO:

PROF. B.S. NAYYAR

TATA SALT CAST

STUDY


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INTRODUCTION

Tata Salt was launchedin 1983 by Tata

Chemicals as India's frstpackaged iodised salt

brand

The brand is now thebiggest packaged salt

brand in India! with amarket share o" 1#$

The market "or packagediodi%ed salt in India isestimated to be worth

&s 1 # billion! with TataSalt commanding a salesshare o" &s 3 #( billion

)omestic competitorsinclude *nnapurna!Captain Cook! i+shakti!

,irma Shudh and*ashir-aad


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*nalysis o". Cs! ST/and the promotionalstrategy "or Tata Salt


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5 Cs OF COMMUNICATION

COMPANY

Single

propositioni e purityo" salt

CUSTOMERS COLLABORATORCOMPETITOR

S CONTEXT


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0-aluation o" Strategy in

terms o" the ad-ertisingob ecti-es set by Tata Salt


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STRATEGY IN

ADVERTISING THEOBJECTIVES SETObje !"#es se! 2&etain the leadership position in packed salt industry

S!$%!e&' behind was to show the rational side along with rationalmani"estation o" purity

E()!")*%+:

P,$"!' 2 Tried to intact the idea o" purity - purity o" action and thought

Le% e$s/"0 2 Namak ho tata ka 4! dominant presence in the national market

L)'%+!' 2 &emaining true to one4s salt and to one4s country! Maine desh kanamak khaya hai

R%!")*%+ C/%$% !e$"s!" s 2

saltiness! iodi%ation! "ree 5ow! purity and whiteness6

7se o" -acuum e-aporation techni ue and premium packaging

*d-ertisement was success"ul in con-eying the set ob ecti-es !message was deli-ered to the audience as e:pected


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/rocess o" con-ersion o"

strategy to the ;ig Ideaand alternati-es


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PROCESS

/urity


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ALTERNATIVES

>ealth ? Taste

=ocusing more on =unctionalbenefts related to health and tastethat make Tata Salt di@erent "romothers can also be mentioned in

their IAC4s 7sing Celebrity endorsers or ;randambassadors will bring Credibility o"source ? Their "amiliarity also tohelp brand achie-e the ob ecti-e


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USE OF EMOTIONAL

APPEAL BY TATA SALTBAaine desh ka namak khaaya hai 2 these simplewords ha-e an earthy appeal that goes straight tothe heart

=ocus on sentiments like /)*es!'4 "*!e&$"!' %*+)'%+!' that stir the soul Tata Salt has rele-antlytouched upon aspect o" 0%!$")!"s( in itsad-ertising campaign

The campaign celebrates the e#e$' %' *%!,$e

)6 0%!$")!"s( ! highlighting s(%++ ee s )6se+7ess*ess that re5ect a respect "or the greatergood

It has steered clear o" the $,( $)++ %* !$" )+)$ trap


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It has linked to the idiomatic usage o" the word saltSalt has great signifcance across languages

T/e' $%9 % 0%$%++e+ !) s(%++ % !s )6 "*!e&$"!'%* +)'%+!' !/%!4 )++e !"#e+'4 /%*&e !/e*%!")* *nd they linked it to desh ka namak khaanaD something like gi-ing a part o" oursel-es to thenation as a "orm o" repayment

USE OF EMOTIONAL

APPEAL BY TATA SALT)*!..;


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The ads essentially draw "rom the "*!e&$"!' )6 !/e(%* "* !/e s!$ee! !) s/)9 %se *)b+e % !s )6

,!' !/%! e%s"+' &e! !%2e* 6)$ &$%*!e .

The interesting thing about the e:amples is that atno point does the ad-ertising e:plicitly say that the&s 1EF+crore brand is the desh ka namak D that isonly implied =or instance! e-en the -oiceo-er at theend o" the commercials merely says2 B Aisa kharaanamak jiska kharaapan desh ke karodo logon mein

chhalakta hai. The new paradigm is !) b,s! +,!!e$ ,s"*& %*e()!")*%+ 0+%!6)$(4 "*s!e% )6 6) ,s"*& 0,$e+')* !/e 6,* !")*%+ 0$)0e$!"es )6 s%+! ! which hasbeen the traditional approach o" marketers

CREATIVITY ANDEFFECTIVENESS OF THEMONTAGE FILM AND THE PRINTAD


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Tata Salt too had played upon the rational'purity' aspect o" its o@ering D purity which it

linked to the '-acuum e-aporated techni ue' o"packaging and the 'saltiest salt' claim o" thebrand

The brand has se-ered all ties with the 0,$"!'0$)0)s"!")* It has simply 'grown' purity to

b)!/ !/e $%!")*%+ %* e()!")*%+(%*"6es!%!")*s o" the word

This campaign is all about purity o" thought andaction! and to the purity o" the brand

CREATIVITY ANDEFFECTIVENESS OF THEMONTAGE FILM AND THE PRINTAD )*!..;


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T/%*2 Y),

Group 8 Tata Salt Case.pptx

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