Presentation on Mkt. management

Repersented by-

Tittle- Tata Tea

Ravi Chauhan

About the Company

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

The consolidated worldwide branded tea business of the Tata Tea Group contributes to around 86 per cent of its consolidated turnover with the remaining 14 per cent coming from Bulk Tea, Coffee, and Investment Income

The Company is headquartered in Kolkata and owns 27 tea estates in the states of Assam and West Bengal in eastern India, and Kerala in the south

Tata Tea Group of Companies, which includes Tata Tea and the UK-based Tetley Group, today represent the world's second largest global branded tea operation with product and brand presence in 40 countries.

Tata Global Beverages Limited- Historical Milestones

Pre 1963 James Finlay

1964 Tata Finlay established to develop value added Tea

1976 Tata Finlay takes over tea production and marketing operations of James Finlay

1983 James Finlay sell their shareholdings to Tatas heralding the "Dawn of a new Era" - Tata Tea is born

1987 A wholly owned subsidiary, Tata Tea Inc, set up in the U.S.A

1991 Acquisition of 52.5% shareholding in Consolidated Coffee Ltd (Tata Coffee Ltd.)

1992 Joint Venture in Sri Lanka, Estate Management Services (P) Ltd. formed.

1993 Joint Venture alliance with Allied Lyons plc - Tata Tetley established.

Tata Global Beverages Limited- Historical Milestones

1995-96 65% share Lankan JVC acquires 51% shareholding in Watawala Plantations Ltd.

1996 Sri Lankan JVC acquires 51% shareholding in Watawala Plantations Ltd

2000 Tata Tea acquires The Tetley Group Ltd., UK.

2010 Name changed from Tata Tea Limited to Tata Global Beverages Limited ( effect from 2nd july 2010 )

Tata Tea BrandsTata Tea Premium

Flagship brand, started in 1987.Promise of freshnessCreated product redefinition by introducing polypackaging

Tata Tea AgniPackaging with a deep rich red connoting strength and an affordable price •To take on the loose tea market prominent in the villages.

TetleyFounded in 1837 in England, acquired by Tata Tea in 2000.Flavoured teabags and green tea.Premium brand, the face of innovation for the company

Tata Tea Kanan DevanStarted in the late 19th century and acquired by Tata in 1976Principal markets- Tamil Nadu, Kerela, Karnataka and Goa.Market share in the south zone 9.8%Owing to its unique taste preferred in the Southern India

Tata Tea Chakra GoldHigh quality Assam Dust tea. Tea with `golden taste' that acts as a catalyst in creating golden moments

Laminated pack with inner gold foil, which maintains the aroma.

BRAND VALUES Refreshing Aroma Success Young Healthy Innovative/ Trendy Responsible

1989 Nowera Nuddy - Tea board award for highest yields1991 Nahorkutia - Tea board award for highest yields.

1992 Nowera Nuddy, Achabam, Velonie - (All India)

1993 Nowera Nuddy, Sagmootea, Achabam – -. Tea board award for highest yields

-. Tea board award for highest yields1994 Nowera Nuddy, Sagmootea - Tea

board award for highest yields1995 Nahorkutia - Tea board award for highest yields1996 Nahorkutia - Tea board award for highest yields1997 Powai - Tea board award for highest yields.

1998-2002 Awards yet to be announced by Tea Board.

2003 Golden Peacock Innovative Product & Service Award.

Awards Won by Tata Global Beverages Limited

Nothing ever stays the same. Perceptions change with time; sometimes, they don't even wait for time

From Taazgi to Kaamyabi

Association with Success Target the Younger Generation Taste Kaamyabi Ka campaign

The New Brews

Tata Tea gold – Innovative Packaging

Choice of Flavors : Masala, Ginger, Elaichi, Lemon and Early Grey

“Chai mein twist… life mein twist” campaign

Not Just a Hot Cup anymore

Jaago Re Communication Objective:Make Tata tea No. 1 brandIncrease SalesSocial Awakening

Strategy – “Associating tea’s inherent quality to awake a person from his slumber with social awakening”

Har Subah Sirf Utho Nahin – Jaago Re”

Jaago Re! One Billion Votes Campaign’ Awakens young India

Tata Tea and Janaagraha come together with a unique initiative to motivate and enable Indian Youth to vote

Objectives: To ensure youth remains loyal to the beverage. To introduce creativity in the way Tea is served.

Two Formats: High Street cafes Combined outlets with bookstores and malls

Strategic Moves: Ready to drink productsTea bagsRefreshed packaging

Chai-Un-Chai Retail Outlet

Tetley gift boxes, with an assortment of tea bags for greater choice. Objective: To promote Tetley as a premium segment brand. Online shopping provides an innovative way of reaching the customer

Tetley Tea Gifts and Online Shopping

Ek rishtaLoyalty program for the wholesalers Accumalate points according to the quantity of tea purchsedLucky drawPrizes like gold chain

Careers with Tata Global Beverages LimitedLife as a Tatean

Tata Global Beverages Limited is a vibrant Company with over 34,000 employees spread across the country. It is a rare mixture of cultures, that of over 150 years old plantations and the dynamic and ever changing world of fast moving consumer goods industry.

Tata Tea's "People Philosophy " is driven by the Tata Group Human Resources Mandate which says

Attract good peopleRetain the better peopleAdvance the best people.

Tata Global Beverages Limited recruits personnel mainly in the areas of

•Plantation Management•Sales & Distribution•Brand Marketing.•Finance•Information Technology

Global Business DivisionTata Global Beverages Limited along with its subsidiary companies has a significant presence in over 35 countries worldwide. It owns 51 tea estates in India and produces over 60 million Kg of black tea

CompetitionA Tata company shall fully support the development and operation of competitive open markets and shall promote the liberalisation of trade and investment in each country and market in which it operates. Specifically, no Tata company or employee shall engage in restrictive trade practices, abuse of market dominance or similar unfair trade activities.

A Tata company or employee shall market the company’s products and services on their own merits and shall not make unfair and misleading statements about competitors’ products and services. Any collection of competitive information shall be made only in the normal course of business and shall be obtained only through legally permitted sources and means

ShareholdersA Tata company shall be committed to enhancing shareholder value and complying with all regulations and laws that govern shareholder rights. The board of directors of a Tata company shall duly and fairly inform its shareholders about all relevant aspects of the company’s business, and disclose such information in accordance with relevant regulations and agreements

Corporate CitizenshipA Tata company shall be committed to good corporate citizenship, not only in the compliance of all relevant laws and regulations but also by actively assisting in the improvement of quality of life of the people in the communities in which it operates

Quality of Products and ServicesA Tata company shall be committed to supply goods and services of world class quality standards, backed by after-sales services consistent with the requirements of its customers, while striving for their total satisfaction.

Thank You