Tata Tea Ppt

7/29/2019 Tata Tea Ppt

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Rural marketing:TATA TEA


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Introduction to Rural Market. Over 70% of the total population live in villages. Agriculture and agriculture related activitiescontribute to about 75% of the income in rural areas. More than 50% of the national income is generated

in rural India. Rural markets are growing at fives times the rate ofurban markets. While rural markets offer big attractions to themarketers, it is not easy to enter the market andtake a sizeable share of the market within a short period.


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Introduction to Tatatea.Tata Tea is the largest tea brand in India. Tata Tea today is able to deliver fresh Tea from its ownplantations and also ship customized blends to discerning Teaimporters around the globe. Tea is the most popular and cheapest beverage, next to water,in the world.Tata Tea exports Markets.


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TATA TEA: AGNI SHOLAY:

TATA Tea Ltd, the world's second-largest teacompany, launched the erstwhile Agni brand as`Tata Tea Agni Sholay ' for the Rural Market. TATA Tea Ltd, as part of its strategy to be presentacross price points. Agni Sholay, targeted at the price-sensitive middleand lower middle-income group customers. The product would cover the entire domesticmarket by the end of this fiscal. Delhi, Bihar, UttarPradesh, Haryana, Punjab and Himachal Pradesh.


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The Legendary Origins of Tea: The story of tea began in ancient China over 5,000 years ago. According to legend, Shen Nung, an early emperor was a skilled ruler,creative scientist and patron of the arts. His far-sighted edicts required,among other things, that all drinking water be boiled as a hygienic precaution. One summer day while visiting a distant region of his realm, he and the courtstopped to rest. In accordance with his ruling, the servants began to boil waterfor the court to drink. Dried leaves from the near by bush fell into the boiling water,and a brown liquid was infused into the water. As a scientist,

the Emperor was interested in the new liquid, drank some, and foundit very refreshing. And so, according to legend, tea was created.
http://en.wikipedia.org/wiki/File:Loose_leaf_darjeeling_tea_twinings.jpg


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Loose Tea Market:

The tea leaves are packaged loosely in acanister or other container. Convenience. This type of tea is widely use in Rural Market.Loose Tea is available in the Market in a very cheap rate. Loose Teais widely accepted by the people in rural regions.Since the people residing in the regions are lower income class

people, they prefer loose tea rather than packaged Tea.
http://en.wikipedia.org/wiki/File:Loose_leaf_darjeeling_tea_twinings.jpghttp://en.wikipedia.org/wiki/File:Loose_leaf_darjeeling_tea_twinings.jpghttp://en.wikipedia.org/wiki/File:Loose_leaf_darjeeling_tea_twinings.jpg


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Characteristics of Rural Markets: Large number of consumers: Occupation pattern: Literacy level: Low standard of living: Media reach: Communication facilities: Transportation facilities: Rural electrification: Distance:


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EXPORTS OF RURAL PRODUCTS:


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Branding strategy :Rural Product Development.Rural Branding.Rural Market Research.Rural Communication Campaigns.Rural Events.


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Promotion Strategies.Formal media:

Newspapers and magazines.Radio.Cinema.Outdoor advertisements.Point of purchase.Wall paintings.Tree boards.


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Swot analysis of Tata Tea in Rural India :

TATA TEA

STRENGTH

WEAKNESS

OPPORTU-

NITIES

THREATS


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THANK YOU


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GROUP MEMBERS:

ROLL NO. NAME

22 Murtuza Makwana

58 Furquan Siddique

26 Karim Merchant

36 Shahnawaz qureshi

18 Sharukh Khan

20 Asad Ali Hatim

25 Firoz memon

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