LOVELY PROFESSIONAL UNIVERSITY

Name

Pooja Jaya Jha Danish Nazir Langoo Burhanuddin Nazami Vodnala Vamshikrishna

Case study

‘JAAGO RE!- ONE BILLION PEOPLE’*

Content

INTRODUCTION

JANAAGRAHA

JANAAGRAHA AND TATA TEA

HOW THE JAGAAO RE……. CAMPAIGN STARTED

4 P’S

TARGET MARKET

Pitfall of the company

TOP COMPETITOR

CONCLUSION

INTRODUCTION TATA TEA Launched in 1985 created the polypack revolution in tea industry in country. Jaago Re is a cause marketing initiative launched in India by TATA TEA, owned by TATA Global Beverages Limited. The campaign, introduced in 2008, works with NGO and other non- profit organization to raise awareness for specific causes around India general election

Women Right, Child Right, Health issues and to Cleanse, and Political system, Corruption. On such network is of JANAAGRAHA,TATA Group and Yahoo! India that is trying to create a mass movement to awaken the urban Indian Voter rights and responsibilities.

Janaagraha

A not for profit institution started in December 2001 by Ramesh and Swati Ramanathan.

Janaagraha works to improve of life of the people of the Indian cities and towns.

It works with citizens and government to bring about solution to problem's in cities.

Janaagraha and Tata Tea The objective of Partnership between TATA and Janaagraha is to create a platform that will motivate the vast number of Indian Youth to participate actively in election process of country.

The initiative is named “ Jaago Re! One Billion Votes.”

The Jaago Re………. Campaign communicates the message punch line ‘Har Subah Sirf Utho mat Jaago Re!................

How the Jaago Re……….. (One billion people) Campaign started……..

In September 18 2008 Tata Tea and Janaagraha came together with a unique Initiative to motivate the Indian youth to vote for the betterment of India. On 2008 in Mumbai Tata Tea which is India’s largest tea company came with an announcement that it has joined hands with “Janaagraha” a non profit organization. The main objective of this campaign is to motivate youth to participate in election. Its initiative was named as “Jaago Re…. One billion people votes or people!”

Product

The 4ps are:- 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.

Place Product in Assam and Darjeeling and Kannan Devan Hills in South India. Distribution network throughout the Country. Major consumer:- South Indian, UP, Bihar, Haryana States.

Price Pricing in 3 segments . Economy .Upper middle Class . Premium and Distinguished taste

Promotion The jaago Re Campaign

Communication Objective:- Awake the youth to participate in the country election.

Digital Marketing Initiative

Started the website Jaagore.com in 2009. Users can register to join. It includes discussion forums on social and political issues. Also includes information and updates on political affairs.

Jaago Re…….. Power of 49%

49% women voters in India. To raise awareness among women to vote and select an accountable government.

Celebrity Endorsement

Communication objective:- Make the brand more appealing to youth.

Target Market 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 Shuruaat”. Housewives who are key in decision.

Pitfall of the company

Only targeted to educate and internet literate masses. Ignored the vast majority of the Indian population who lives in small towns and villages and they are the one whose voice counts,.

Top Competitor – Brooke Band

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 apnea ka.’

Conclusion Tata is a well established and trusted brand that Tata Tea Leverages. 4 P’s helped as Contrast Tata Tea’s. Offerings with its Competitors. 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 difference strategies to achieve a success.