Manil_BM Final submission

1. IT’S
NOT
TEA…IT’S
A
PRIDE

2. Established in 1868 by Jamsetji
Tata
Operations in more than 100
countries
Revenue in 2014-15 : 103.24
billion
The Parent brand: TATA GROUP

3. TATA CHEMICALS
TATA CONSULTANCY SERVICES
TATA STEEL
TATA MOTORS
TATA POWER TATA GLOBAL BEVERAGES
TATA TELESERVICES TATA COMMUNICATION
TATA SUBSIDIARIES

4. INDIAN TEA INDUSTRY 2014-15
Production: 1200 million kg
Packaged tea market: 9500 crores
Retail value growth rate: 17%
20.7
20
6.7
6.1
3.6
40.1
Brand shares( in %)
Tata Tea
Brooke Bond
Lipton
Wagh Bakri
Kana Devan
Local players
Source:
Euromonitor.com

5. 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
Source:
Euromonitor.com

6. Product Place Price Promotion
Ø Each variant’s packaging and product attributes designed keeping in
mind the respective target segment
Ø Eg: Tata Tea Gold: Premium customers- Positioned as most Aromatic
tea with 15% longer leaves
Ø Available as bulk packages and tea bags
Ø Bulk packages SKUs: 100 g, 250 g, 500g, 1 Kg
Ø Tea bags come in bunch of : 40, 80, 100, 250

7. Product Place Price Promotion
Ø Produced in Assam and Darjeeling and Kannan Devan hills in South
India
Ø Distribution network throughout the country
Ø Tea availability :
South India- Mostly Dust
North India- Tea leaves/ Dust with Tea leaves
Ø Major Consumers: South Indian states, UP, Bihar, Haryana

8. Source:
Euromonitor.com
Product Place Price Promotion

9. Product Place Price Promotion
Ø Viewed as a value for money brand
Ø Pricing in 3 segments:
Economy : Tata tea Agni/ Kannan devan – INR 224/kg
Upper middle class/ Premium : Tata tea Premium – INR 330/kg
Premium & distinguished taste : Tata tea Gold- INR 400/kg
Source:
Bigbasket.com

10. Product
Place
Price
Promo9on
hGps://www.youtube.com/watch?v=oqOzRbcrUIM
The JAAGO RE Campaign
Communication Objective:
Awaken the youth to participate
in the country’s politics

11. Product Place Price Promotion
Digital Marketing Initiative
Started the website Jaagore.com in
2009
• Users can register to join
• It includes discussion forums on
social and political issues
• Also includes information and
updates on political affairs

12. Product Place Price Promotion
Communication Objective:
• 49% women voters in India
• To raise awareness among
women to vote and select an
accountable government
hGps://www.youtube.com/watch?v=HUhHTJsZVXw
JAAGO Re- Power of 49

13. Product Place Price Promotion
Communication Objective: Make the
brand more appealing to the youth
Celebrity Endorsements

14. Product
Similar packaging, leaves quality and sub branding
techniques
Geographic segmentation not present like Tata Tea
Place
Well established distribution channel like Tata Tea
Price
Priced in the same range 300-400/ kg
Top Competitor- Brooke Bond

15. Top Competitor- Brooke Bond
Promotion
1.Celebrity endorsements-
Akshay Kumar
2. Advertisements
communicating family get
together with the tagline ‘Swad
apnepan ka’
3. WOM and Digital Media
The ChaiWallah campaign in Dubai
>>Tea stall was put up in a Dubai festival, with the chai Wallah selling
tea in the traditional Indian way. This was seen for the first time outside
India and drew 500 visitors per day. It created WOM and the news went
viral on online media

16. TataTeaKannanDevan
• Karnataka, kerela
• Resourced from
the Kannan devi
hills
• ‘Heighten your
senses’
• Characterised by
unique taste
preferred in
karnataka and
kerela
TataTeaChakraGold
• Tamil Nadu,
Karnataka
• Hight quality
Assam leaves
• ‘Gloden colour
Golden taste’
• Targetting the
south Indian
customers who
consider gold as
pure and
auspicious
TataTeaGemini
• Andhra pradesh
• ‘Strong tea for
strong family
relations’
• Targetting
Andhra
community
known for
giving highest
emphasis on
family relations
GEOGRAPHICAL SEGMENTATION

17. DEMOGRAPHIC SEGMENTATIONTatateagold
• 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

18. 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 key in decision
making
hGps://www.youtube.com/watch?v=OuoDcYERiDk
hGps://www.youtube.com/watch?v=8LG9xqKVyMc

19. POINTS OF PARITY
Ø Quality leaves/dust with good packaging
Ø Good Flavour, aroma and refreshing
Ø Available in different packs/sizes
POINTS OF DIFFERENCE
Ø Leverages Tata Brand equity
Ø More diverse portfolio of products targeting different
segments as compared to competitors
Ø Self owned tea plantations
Ø First player in the Indian market
Ø Social awareness campaigns – Jaago Re and power of 49 has
built strong brand image

20. Tata Tea is the most aromatic tea with
superior quality leaves which is not a mere
wake up drink but a medium of social
awakening in India
POSITIONING STATEMENT

21. FlavourNo Flavour
Fresh/Energizing
Non Fresh/ Non Energizing
Brooke bond Taj
Mahal
Brooke
bond
Tazaa
Brooke
bond Red
Label
Tata Tea
Agni
Wagh bakri
Tetley
PERCEPTUAL MAP

22. High Price
Fresh/Energizing
Non Fresh/ Non Energizing
Brooke bond Taj
Mahal
Brooke
bond
Tazaa
Brooke
bond Red
Label
Tata Tea Gold
Wagh bakri
Kanan Devan
Low Price
PERCEPTUAL MAP
Tata Tea
Agni Tata Tea
premium
Brooke bond
premium
Lipton Darjeeling
tea
600/kg450/kg200/kg 300/kg*Not to scale

23. SUMMARY
4 P’s Helped us contrast Tata Tea’s offerings with its
competitors
The key difference lies in the promotion strategy adopted
TATA is a well established and trusted brand that
Tata tea leverages
Tata tea is established as a strong national brand
with the help of the Jaago Re campaign
Tata Tea has to adopt more
differentiation strategies to achieve a
unique place in the perceptual map

24. REFERENCES
• http://www.tataglobalbeverages.com/
• https://en.wikipedia.org/wiki/Tata_Global_Beverages
• www.euromonitor.com
• http://www.tataglobalbeverages.com/docs/documents/tatatea-
sustainability-report-2013-14.pdf?sfvrsn=0
• http://www.tataglobalbeverages.com/our-investors/annual-reports

25. Thank you
Submitted by
Manil Punware
Section: B
Pgp30031
IIM Lucknow
Submitted to:
Prof Sameer Mathur
Ph.D Carnegie Mellon
Marketing Professor, IIM
Lucknow