Retail tata tea vs taj mahal
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Transcript of Retail tata tea vs taj mahal
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Retail ManagementPresentation on retail strategies of:
Faculty/ Mentor: Mr. B.K. KumarPresenter: Samir Kumar Sahu
PGPBA 2015-17 Roll no : BA1522
IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL
IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL
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Visit to Retailer and interview
IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL
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Product
• TATA TEA Premium /Gold/Agni/Acti Green/Fusion/Gemini.
Parent Company: TATA Group
• Brooke Bond TAJ MAHAL Parent Company: HUL
IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL
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Promotion• Jaago re Campaign, Khilana Band Pilana Shuru Campaign,Social causeBrand, awareness on corruption, voting.
• Brand ambassadors: Ustad Zakir Hussain,Tabla Maestro for more than a decade.Saif Ali Khan, Actor since 2006.Madhuri Dixit Nene, Actress.
IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL
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Place/Distribution
• In Bangalore, area wise distribution through a network of stockist and retailers.
• Areas divided and sub divided for better control and measurement of sales.
IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL
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Price/ Margin for Retailer•Tata Tea Premium Priced at Rs. 92 for a 250 grams packet•Margin for retailer on MRP: 9%
•Brooke Bond Taj Mahal priced at Rs. 128 for 250 grams packet.•Margin for Retailer on MRP: 9%
IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL
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Process/Packaging
• Plantation to factory: Processing and segregation and Packaging.
• Packaging types: polybags, tea bags, vaccum packed. Different sizes and weights.
• Sent to distributor.
IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL
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Positioning
• Target segment: middle class/upper middle class. Young and vibrant brand. JAAGO RE !!!!
• Target segment:Upper Middle class/middle class. Excellence, sophistication and quest for excellence. WAH TAJ !!!!
IGTC-Retail Management TATA TEA vs. Brookebond TAJ MAHAL
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People
• Helps the plantation owners to grow tea through technical participation & training.