channel management of KANNAN DEVAN TEA.Their products, Branding,advertisement etc

1. CHANNEL MANAGEMENT
KANAN DEVANTEA RESHMA RAMESH
RAJADHANI BUSINESS SCHOOL

2. INTRODUCTION
 Kanan Devan is one of the most sought after brands of
Tata Tea
• Tata Tea is the largest tea brand in India and the second
largest one in the world.
• Kanan Devan has its plantations in Munnar mostly
border of Kerala and Tamil Nadu.
 Manufactures 70 million kg of tea in India controls 54
tea estates in Assam, Kerala and west Bengal

3. TEA PRODUCTION PROCESS
 Plucking
 Withering/wilting
 Disruption
 Oxidation/fermentation
 Fixation/ kill-green
 Sweltering/ yellowing
 Rolling/ shaping
 Drying
 Curing

4. FINAL PRODUCT

5. PRODUCTS
Tata Tea has the following major brands in the Indian
Market:
• Tata Tea
• Tetley
• Kanan Devan
• Chakra Gold
• Gemini(Agni)

6. BRANDING

8. DISTRIBUTION

9. PRIMARY MARKETING CHANNEL

10. SECONDARY MARKETINGCHANNEL

11. PROMOTION
 BTL Activity in 150 retail outlets, Kolkata
 Promoter in every outlet.
 Involved Difference of CTC & Dajeeling Tea
 Distribution of Leaflets
Running the promo consumer scheme-
Free Britannia Cookies with 100gm pack & Ceramic Tea Mug
with 250gm pack

12. TRANSIT ADVERTISING

13. Cause Related Marketing – Tata Tea Jaggo Re Campaign
 Promoted voter registration across the country
 Targeted younger generation of first time voters.
3,20,000 youngsters registered.
Against Corruption
NGO ‘janaagraha Centre for Citizenship & Democracy, & A
cooperate “ Tata Tea”.
Campaign is a good fit to their attempt to umbrella brand all
their tea brands.
Differentiate tea brands.