Tata Tea……..

PRESENTED BY,GROUP:4

Tata Tea Limited• Owned by India's Tata Group.• Tata Tea is the largest tea brand in India.• Type - Private• Founded - Kolkata, India (1964)• Founder(s)- JRDTata• Headquarters – Bengaluru, India (Chairman)- RatanTata • Products- Tea , Coffee• Manufactures 70 million kg of tea in India, controls:- 54 tea

Estates, in Assam, Kerala, and West Bengal• Employees 34,596 (2006)

Manufacture of Instant Tea,& Blending (Kerala).

•Packaging factories at Bangalore (Karnataka) and Naine, Allahabad (U.P.)

• First tea company in India to set up processing and packing facilities at the tea estates itself.

•The Tata Tea group is the world’s second largest global branded tea operation with a presence in over 60 countries.•Tata Tea has subsidiaries in Australia, Great Britain, United States, Czech Republic and India.•Group’s annual turnover is US$1.5 billion (FY 2009/10)

•100% export-oriented unit

TATA GLOBAL BEVERAGE LTD.

• Incorporated-18th October 1962• On 8th May ,1963.

• Cultivates-

• Plantations & Manufacturing• Selling & exporting Instant ,blended teas.

To develop value added teas in the growingly competitive Indian tea market.

It is the world’s second largest branded tea company.

In 1964 , Joint Venture

• Afterwards ,Established Popular brands in India

1983

•James Finlay sold its shares of Tata Finlay to the Tata Family,& allowed the creation of Company –TATA TEA LTD.•3% of market share. The dawn of a new era

•Decided to Focus on consumer branding

Tata Tea brand

Kanan Devan

Chakra Gold Gemini

Agni

.

1993, JV with allied Lyons Plc, Tata Tetley established.

2000

2005

Tata Tea acquires Tetley Group Ltd

Tetley Group acquires Good Earth ,U.S.A

2006 Group acquires

.

2009•Announced integration of Beverage Brands.•Group acquires Grand Coffee, Russia

2010

Caffeine-free hot beverage, specially blended for kids, launched by Tetley in U.K

2011

•JV with Pepsico named Nourish Co. Himalayan water added to JV.

•Increase stake in JOEKELS TEA, -become a subsidiary Co.

•Investment in Mountain Everest Mineral Water.

•Tetley group acquires Polish Tea Brand, VITAX

2007

Tea Cultivation

Tea Plucking

Dryer MachineFermenting

Filtering

Tea packaging

Product

• 3 National/Regional -Tata Tea, Tetley & Agni,/ KananDevan, Gemini & Chakra Gold.

• 40 bags for singles, 80 bags for couples, 150 bags and 250 bags are Family Packs.

• Organic Tea.• Instant Tea.• Instant Tea powder is packed in bulk

packages of 20/25/35 kg each.

• To set higher price but offering more value for it.

• Building value around its brand by distinguish it from competitor’s.

• Price for 250gm pack in northern India, approx Rs 46.

• Popular segment pricing is 145-180,premium segment beyond 180/kg.

• Penetrating Strategy.• Buy value for money, not cheap product.

Place

• Assam & Darjeeling & will then be blended and packed.

• Manufacturer, wholesalers, dealer ,retailers,consumer.,with wider distribution network.

• The final product will be distributed to Retailers such as Supermarkets & main tea shops so the end consumer has easy access to it..

• Tea available -South India is mainly dust, whereas the North Indians prefer leaf tea.

• South India, Southeast India, Southwest India,the Northern &Eastern markets, across Delhi, Bihar, U.P, Haryana, Punjab & H.P.

• Adv campaign to build awareness n differentiated products quality from its competitors.

• Promotes social awakening and action through its landmark ‘Jaago Re’ marketing campaigns.

• Launches Jaago Re, a holistic 360 degree advertising,campaign using the unique route of social awakening.

• “Har Subah Sirf Utho Mat, Jaago Re.

• Superbrand’ & 2nd most trusted beverage brand in India.

• Volume leader with 19.1% market share in branded packet tea.

• Successful across India with 4 national & 3 regional brands.

• Promotes social awakening

‘Jaago Re’ marketing campaigns.

India’s largest brand,7.4% volume & 8.5% value share in branded packet tea.

Fastest Grower.New aromas, packaging & marketing.

Economy tea of choice.

Helps you get more out of every day. Firm favourite for the busy modern day lifestyle

Leading premium brand in Andhra Pradesh

Market leader in Andhra Pradesh, Achieving impressive year on year growth

Freshness of the Kannan Devan hills , it is a leading brand in Kerala.

Segmentation/Targeting.

• Demographics

Income

•Premium- Chakra Gold, a strong premium tea in Tamil Nadu and Andhra Pradesh.

Tetley. Assam dust with a golden taste that creates golden moments.Tata Tea Life with natural herbal extracts, in the premium segment.Tata Tea Temptation.

•Popular-Tata Tea

•Economy- Agni, offers strength and a low price.Priced at Rs 5, Rs 10 and Rs 30, when launched. Strong presence across all the segments in the leaf tea market.Rural market.

•Consists of group of consumer’s who have similar set of wants.

Psychographics• Lifestyle• Values

Products vary in terms of- blend, pricing & packaging formats to cater to the unique needs of each segment.”

Behavior segmentation• Usage• Loyalties

• Target-

Rural areas

Semi-rural towns and villages

Segment of population in the cities who would go for the value for money, Like for branded 'kadak chai'."

Housewives

Competitor’s

• Bombay Burmah

• Dhunseri Petro

• AssamCompany

• Jayshree Tea

• CCL Products

Duncans Ind

• United Nilgiri

• McLeod- one of the largest tea cultivators and exporter in the country

Strategy against competitor’s

• Tata Tea Agni's pricing is on a par.• Unique blend & Superior packaging,

Tata Agni would capture the imagination of the economy segment consumers.

• Not using Sania Mirza for adv of Tata Tea Agni.

• BTL Activity in 150 retail outlets.(Kolkata)

• Promoter in every outlet.

• Involved ->

Difference of CTC &Darjeeling Tea.

• Distribution of Leaflets.

Running the promo consumer scheme-

free Britannia Cookies with 100gm pack &

Ceramic Tea Mug with 250gm pack

Darjeeling Tea Inshop Promotion.

Packaging as a Positioning Element

• Packaging conveys the image that the brand communicates to the buyer.

• Color, weight, image, and shape are all important.

• Repositioning might be necessary because:– Increased competition– Changing consumer tastes

Attitude-Toward-The-Ad Model

• The advertisement of the Tata tea brand formed various feelings and judgements of the consumers towards the brand which ultimately made the brand successful in the market.

Role of social interactions in making purchasing decision

• WORD OF MOUTH

• AN EDITORIAL IN THE NEWSPAPER

• AN ARTICLE IN CONSUMER REPORTS

• VIEWS OF EXPERIENCED CONSUMERS IN A DISCUSSION GROUP ON THE INTERNET

41.46

29.17

29.17

Frequency of daily consumption of tea...

OnceTwo timesMore then two times