Marketing Plan for Tata Tea

8/3/2019 Marketing Plan for Tata Tea

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MARKETING PLAN

TATA TEA



RESEARCH PROBLEM



RESEARCH OBJECTIVE

• To analyze about the current marketing

trends in tea marketing.

• To study about competitors in the market .

•

To implement new ideas and techniques inmarketing Tata tea effectively.



MARKET DESCRIPTION

TOP 5 TEA PRODUCING

COUNTRIES

INDIA-30%

CHINA-21%

SRILANKA-9%

KENYA-10%

INDONESIA-5%

OTHERS-25%

TOP 5 TEA CONUMING

COUNTRIES

INDIA-23%

CHINA-16%

RUSSIA-6%

UK-6%

JAPAN-5%

OTHERS-44%44



MARKET SHARE OF TEA COMPANIES

SALES

HL LTD-32.5%

TATA-22.5%DUNCANS-6.5%

WAGH -2.9%

PVT LAB-2.2%

GOODRICKE-1.7%

GOLDEN TIPS-1.4%

OTHERS-30.2%



ADVERTISING

• Tata has come out with an CSR (corporate

social responsibility) in Jaaga Raho…….

Campaign.

• Sania Mirza drives double digit growth of Tata

Tea



ABOUT THE COMPANY

Set up in 1964 as a joint venture with UK-based James Finlay.

Now it is with UK-based Tetley Group.

World's second largest global brand.

Tata Tea is largest tea brand in India.



Product and brand presence in 40 countries.

Among India's first multinational companies

.

Plantation activity in India and Sri Lanka.

86% profit from branded tea sale.

14 per cent comes from Bulk Tea, Coffee, and

Investment Income



Tata Tea ranked the second most trusted beverage brand

in Brand Equity Survey

Year to date brand volumes grow by 14% compared to the

corresponding period of the previous year

Headquarter in Kolkata

Owns 27 tea estates in

o Assam

o West Bengal

o Kerala

Catering to all major consumer segments



The company has five major brands in the Indianmarket

o Tata Tea

o Tetley

o Kanan Devan

o Chakra Gold

o Gemini (Agni)



Demographics

o Income

Psychographics

o Lifestyle

o Values

Behavior Segmentation

o Usage

o Loyalties



Income (20,000<…)

Energetic

Knowledgeable

Responsible

Trendy

Ambitious



HOW IMPORTANT ARE THE FOLLOWING

FACTORS FOR PURCHASING TEA

FLAVOR 63%

AVAILABILITY & CONVENIENCE 58%

VISUAL APPEAL &PACKAGING 32%

MANF/EXP DATE 21%

FREQUENCY OF AD 21%

BRAND AMBASSADOR 11%

NUTRITIONAL VALUE/ CALORIE CONTENT 33%

BRAND VALUE/BRAND NAME 61%

PROMOTIONAL SCHEME/DISCOUNTS 39%PRICE 32%



POSITIONING

“Taste Kaamyabi Ka” was the old positioning statement "of Tata Tea.

Television commercial featured, tennis star “Sania Mirza” and

prominent playback singer “Sunidhi Chauhan”

Now They are positioning themselves by the campaign “Jaago Re”.

“ Har subah sirf utho nahi Jaago Re ”

No celebrity is used in this campaign, however they are highlighting

general issues.

Taste basis



SWOT ANALYSISSTRENGTH •MARKET LEADER

•BRAND LOYALTY

•DISTRIBUTION CHANNELS

•INNOVATIVE FLAVOURS FOR INDIAN TASTE BUDS

•ADVERTISING STRATEGY

WEAKNESS •TECHNOLOGICAL EFFECTIVENESS

•COST CONTROL

•HEALTH RELATED ISSUES

OPPURTUNITIES •UNEXPLOITED RURAL MARKETS

•INCREASING NUMBER OF WORKING YOUTH WHO PREFER TEA

•NEED FOR TEA

THREATS •STRONG PRESENCE OF REGIONAL COMPETITORS

•COMPETITIVE PRICING



Threats

•

Unilever (Brooke Bond and Lipton) is the clear leader• Holding over 30% of the market share

• Competition from unpackaged tea – Babe Di Hatti

• Cha bars - out-of-home consumption

• More than 45,000 vending machines in India

• Sell Coffee and soft Drinks

• Malt-based beverages such as Horlicks (GlaxoSmithKline) and Bournvita

(Cadbury Schweppes), are the favourite type of hot drinks in the South .

• Soft drinks such as carbonates

• Persuading many young consumers to migrate from tea to soft

drinks.



Counterattack

•Launched series of campaigns to promote tea as a health drink.

– Celebrities and Scientists invited to endorse the health benefits of tea

• Tata Tea have set up a fund of Rs 200 million to promote tea drinking.

• Tata Tea is the largest vertically integrated tea firm

• From its plantation activity to its packaging and marketing

initiatives.

• Acquisition of the global Tetley brand in 2000 effectively consolidated its

position in the international tea market.

• Company has been the star performer in the global tea industry in recent

years.



COMPETITIVE ANALYSIS

Biggest competitors are local players and HLL (HUL).

Tata is getting the highest growth in its segment.

Use to change its positioning statement according the trends of themarket.

Reliable brand.

Customer retention



COMPETITIVE ANALYSIS

• TATA TEA

• Tata Tea

• 5 brands under the main brand

• Positioning by “Jaago Re” to all

the age groups

• Competing on taste and

aspiration basis

• Fastest Growing

• HINUSTAN UNILEVER LTD.

• 2 Brands under the main brand.

o Lipton

o Brook Bond

• Positioning on youths

• Competing on taste and freshness

basis

• Highest market share



Relevant market

BRAND

TASTE

HEALTH BENEFITS

MARKET SEGMENT

ECO FRIENDLY

NATURAL PRIVATE PERSONS

VENDING MACHINE TEA SHOPS

INSTANT TEA TEA LOVERS

TECHNOLOGY

FUNCTIONALITY



THANK YOU

Marketing Plan for Tata Tea

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