Aashima Dua 2012005
Abhishek Dua 2012011
Amey Mairal 2012035
Anurupa Banerjee 2012059
Apoorv Dwivedi 2012061
INDUSTRY CONSUMER GOODS
SHAMPOOS, SKIN CARE,
TEA, COFFEE, PACKAGED
FOODS, ICE CREAM, AND
• 140 year old brand from Unilever
• Umbrella Brand for Tea Products in India and
• Product Portfolio of Brooke Bond
– Red Label
– 3 Roses
– Taj Mahal Tea
TAJ MAHAL TEA
• Started in 1966.
• First Premium Tea in Market.
• First to introduce tea bags in India.
• First and only tea brand in vacuum packs.
• Introduced Dessert Tea Concept in India.
• Vision is to convert tea lovers into tea
connoisseurs. To this end, Taj Mahal conducts tea
appreciation workshops known as “Taj Tea Trails”.
Each session takes you on a fascinating tea journey
– brewing to appreciating the finer aspects of tea.
• Annual growth
rate of 2% for
• Good research
support by tea
• No effective
• Make tea more
• Come up with
• Large untapped
rural market for
• Low cost in
& Sri Lanka.
• Rising cost of
STP OF TAJ MAHAL TEA
People looking to make tea instantly
People in the upper and middle
As elegant and wonderful as Taj
Wah Taj; Sirf Chai nahi ye hai Taj
Only tea brand in India to be sold in
Vacuum sealed packs
WHAT WENT WRONG?
• Product Quality
– “I have been drinking tea for quite a few years now, and
once I tasted Taj Mahal tea, I decided at once to stick to
this brand due to its aroma, flavor and big granules.
However off late I am continuously finding it degrading its
quality. The granules are so small that a bigger part in
package is dust only”.
• Reduced Quantity
– Consumers feel deceived as Taj Mahal goes on increasing
prices with slowly reducing quantities.
Taj Mahal Tea Lounge:
The Taj Mahal tea can open dedicated tea
cafes on the lines of various coffee chains like
Barista, Starbucks, CCD. These tea cafes
would be selling different variants of Taj
Mahal tea and offering snacks to munch
along with tea. These cafes would come up in
states of eastern India first preferably in cities
Kolkata and Darjeeling to name a few as here
tea is preferred more than any other
beverages. The cafes would offer the
customers to purchase tea packets and tea
bags as well along with the consumption.
• Priced much higher than its main competitors such
as Tata Tea Premium & Tata Tea Gold.
• Lower prices by Tata became one of the reasons for
losing market share of Taj Mahal Tea.
• Customer Perception : A pack sold as 250 gm pack
actually weighing 245 gm lead to dissatisfaction
among the customers.
• Wah Taj!
• Sabse Khas Taj Ehsas!
• Wah Wah Taj!
• Hazarron Main Ek!