Marketing Stratagy

1. Marketing
Strategy:Regarding Indian markets, important to point out is that
once the customer decides to consume acertain brand he or she will be very
loyal to the product and it will therefore be hard to convince himor her to buy
another brand. The brand Tata Tea is to introduce innovative products in an
existingmarketand focus on Market
Development.Existing Market New marketExistingProductsNewProductsProdu
cing product in India is less expensive as India is second largest producer of tea in
world teamarket and also labour is cheap here.
Marketing Mix of
Tata Tea
Product
Tata Tea will be a high quality product offered.Contents of the Tata Tea are:40
bags, 80 bags, 150 bags, 250 bags (Family pack), the amount of bags refers to
different targetgroups. 40 bags for singles, 80 bags for couples, 150 bags and 250
bags are Family Packs. (250 bagsis the most famous)Packaging:Customer
perception of a package creates brand equity and purchaser loyalty. The
imagepresented by the package largely determines success or failure of a tea line.

2. Appearancestimulates memories and emotions inside the purchaser, who
oftentimes is female, often buying foran entire family. Colour, image and slogan
all combine to facilitate customer allegiance.
Place
High quality for a reasonable price can be bought from Assam & Darjeeling and
will then beblended and packed. The final product will be distributed to Retailers
such as Supermarkets andmain tea shops so the end consumer has easy access to
it.
Price
Reasons for pricing policy: Tata Tea is competing against the main players on the
Indian TeaMarket and by setting a higher price but offering more value for it.
Various promotion activities,giveaways and advertising on radio and television
will help to establish the brand and gain marketshares.
Promotion
The focus is the Indians like to purchase bargains or buy products that offer free
gifts. Otherbrands do not offer as many promotion and free gifts. This is why it is
important to focusespecially on the Promotion activities of the marketing mix.
Need to set up original events inorder to attract new customers and consumers of
other tea brands.MarketPenetrationProductDevelopment