5. INDIAN TEA INDUSTRY 2014-15
Production: 1200 million kg
Packaged tea market: 9500 crores
Retail value growth rate: 17%
20.7
12.1
8.7
6.76.13.6
40.1
Brand shares
Tata Tea
Brooke Bond Red
label
Brooke bond
Lipton
Wagh Bakri
Source: Euromonitor.com
6. 86 Mn
100 Mn
117 Mn
CATEGORY DATA:
2012-2014
19.4
20.0
20.7
Tata Tea: Brand
share as a % of
retail value
Black Tea:
Retail Sales by
value in INR
7. Product Place Price Promotion
6 Variants: Tata Tea Life, Agni, Gold, premium, Chakra Gold, Kannan
Devi, Gemini
Each variant’s packaging and product attributes designed keeping
in mind the respective target segment
Eg: Tata Tea Gold: Premium customers- Positioned as most
Aromatic tea with 15% longer leaves
Available as bulk packages and tea bags
Bulk packages SKUs: 100 g, 250 g, 500g, 1 Kg
Tea bags come in bunch of : 40, 80, 100, 250
8. Product Place Price Promotion
Produced in Assam and Darjeeling and Kannan Devan hills
in South India
Distribution network throughout the country
Tea availability :
South India- Mostly Dust
North India- Tea leaves/ Dust with Tea leaves
Major Consumers: South Indian states, UP, Bihar, Haryana
10. Product Place Price Promotion
Viewed as a value for money brand
Pricing in 3 segments:
Economy :Tata tea Agni/ Kannan devan – 224/kg
Upper middle class/ Premium: Tata tea Premium -330/kg
Premium & distinguished taste preference: Tata tea Gold- 400/kg
11. Product Place Price Promotion
Celebrity endorsements
Advertisements targeting middle class segment
Trade promotions for new products
Social awareness campaigns targeting youth and women
14. KannanDevan
• Karnataka,
kerela
• Resourced from
the Kannan
devi hills
• ‘Heighten your
senses’
• Characterised
by unique taste
preferred in
karnataka and
kerela
ChakraGold
• Tamil Nadu,
Karnataka
• Hight quality
Assam leaves
• ‘Gloden colour
Golden taste’
• Targetting the
south Indian
customers who
consider gold
as pure and
auspicious
Gemini
• Andhra
pradesh
• ‘Strong tea for
strong family
relations’
• Targetting
Andhra
community
known for
giving highest
emphasis on
family
relations
GEOGRAPHICAL SEGMENTATION
15. DEMOGRAPHIC SEGMENTATION
Tatateagold
•Aroma
coupled with
refreshing
taste for
premium
segment
who have
distinguished
taste
preferences
TatateaChakragold
•Smart
women from
upper
middle class
family aged
25-40 who
are
empowered
and is the
buyer
TatateaAgni
•Offering for
the middle
class Families
looking for
economic
value
16. TARGET CONSUMER
Indian middle class and upper middle
class families accounting 300 million
people
Youth, awakening them with the
‘Jaago Re! ‘ campaign
Housewives who are decision makers
17.
18. POINTS OF PARITY
Good Flavour, aroma and refreshing
Available in different packs/sizes
19. POINTS OF DIFFERENCE
Leverages Tata Brand
equity
More diverse portfolio of
products targeting
different segments as
compared to competitors
Self owned tea plantations
First player in the Indian
market
Social awareness
campaigns – Jaago Re
and power of 49 has built
strong brand image
