Tata tea(packaging)
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Tata tea(packaging)

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Presentation on possible TATA tea packaging

Presentation on possible TATA tea packaging

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  • 1. Topic :- PACKAGING RESEARCH Presented By:- RAHUL SHIVSHARAN (M1237) SAGAR BANSAL (M1240) TUSHAR KHARATE (M1254)
  • 2.  It is a part ofTata Global Beverages.  'Superbrand' status and 2nd most trusted hot beverage brand in India.  One of the Market leaders measured by volume and value branded packet tea  Successful across India with 4 national and 3 regional brands.  Its portfolio includes Tata Tea Premium, Tata Tea Gold, Tata Tea Agni, Life, Tata Tea Gold Darjeeling, Tata Tea Chakra Gold ( Andhra Pradesh), Tata Tea Gemini (Andhra Pradesh), Tata Kanan Devan (Kerala).
  • 3.  In India the totalTea Market is around 8,30,000Tonnes in 2010 .  Out of the total tea market, 65% of the tea leaf market & 35% of theTea Dust market is in packaged form. Tea Leaf Market Packaged Tea Leaf Market Unpacked LeafTea Market Tea Dust Market Packatged DustTea Unpackaged DustTea Source - Euromonitor International March 2010
  • 4. 0 20 40 Market Share in % Others Wagh Bakri Duncan TataTea HUL  HUL  Lipton  Brooke Bond (Taj Mahal, Red Label, 3 Roses,Taaza) Source- Euromonitor International march 2010
  • 5.  For Instance,Tetley being one of the well known brands in terms of innovative packaging.  Transformational shift from Cardboard Packaging - Laminated packaging –Refill & Containers, changing the consumers perception on the freshness of tea.
  • 6.  Target Market – MiddleClass & Upper Middle Class.  Now a shift in the target audience from middle aged to youth brigade (hungry for change).  Use of Emotional Connect in Communications.
  • 7.  It is subjected to various government packaging regulations according to various packaging acts.(SWMA, PFA)  In terms of Quantity & Permissible error.
  • 8.  From the last 2 yearsTATATea has not changed its packaging.  Considering the packaging changes in competitors Products ,TATATea decides to launch new packaging for its own products.  To find the Perfect Eye catching Packaging design which will be accepted by the customer.
  • 9.  Business Objective:  To increase shelf visibility of the product thereby increasing sales volume and also market share.  Research Objective:  To find out the best packaging design out of the given alternatives.  Finding the acceptability for package modification.
  • 10.  To execute a survey on ground by showing sample products to the customers.  Targets would be housewife, working women & also youth .
  • 11.  ReportWould be submitted to the Board of Directors with the help of a PDF presentation and a Power point Presentation.
  • 12.  The timing for the research on packaging would be during summers but before Rainy Season as the consumption of tea is high during winter and Rainy season.  The window period will be of 2 months.
  • 13.  The budget allotted for this project would be 200000/- Rs. from the Research & Development expenses.
  • 14. Thank You JAAGO RE !!!