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communication,pricing product,distribution, brand ambassadors and other strategies of India's one of the most famous tea brand, Taj Mahal Chai...

#WahTaj!!

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  1. 1. Presented By: Aashima Dua 2012005 Abhishek Dua 2012011 Amey Mairal 2012035 Anurupa Banerjee 2012059 Apoorv Dwivedi 2012061
  2. 2. HUL INDUSTRY CONSUMER GOODS FOUNDED 1931 HEADQUARTERS MUMBAI PRODUCTS SOAPS, DETERGENTS, SHAMPOOS, SKIN CARE, TOOTHPASTES, DEODORANTS, COSMETICS, TEA, COFFEE, PACKAGED FOODS, ICE CREAM, AND WATER PURIFIERS.
  3. 3. BROOKE BOND • 140 year old brand from Unilever • Umbrella Brand for Tea Products in India and Pakistan • Product Portfolio of Brooke Bond – Red Label – Taaza – 3 Roses – Taj Mahal Tea
  4. 4. 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.
  5. 5. VISION • 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.
  6. 6. SWOT ANALYSIS Strengths • Annual growth rate of 2% for tea. • Abundant technical & manpower skills • Good research support by tea growers Weaknesses • Labour intensive industry. • No effective Cost Management System • Declining exports form India. Opportunities • Export potential if production can be increased. • Make tea more fashionable like coffee • Come up with new flavours • Large untapped rural market for branded companies. Threats • Global Competition • Low cost in countries like China, Kenya & Sri Lanka. • Imports • Rising cost of production.
  7. 7. STP OF TAJ MAHAL TEA SEGMENTATION People looking to make tea instantly TARGET People in the upper and middle class POSITIONING As elegant and wonderful as Taj TAGLINE Wah Taj; Sirf Chai nahi ye hai Taj USP Only tea brand in India to be sold in Vacuum sealed packs
  8. 8. PRODUCT RANGE C L A S S I C N I L G I R I S
  9. 9. 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.
  10. 10. DISTRIBUTION STRATEGY Factory Carrying and forwarding agents Redistribution stockist Wholesalers Retailers consumers
  11. 11. ENHANCED DISTRIBUTION 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.
  12. 12. PRICING • 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.
  13. 13. VALUE PROPOSITION • Wah Taj! • Sabse Khas Taj Ehsas! • Wah Wah Taj! • Hazarron Main Ek!
  14. 14. COMMUNICATION STRATEGIES
  15. 15. ADVERTS
  16. 16. IMPROVING COMMUNICATION • Start campaign on Facebook. • Promoting Variants • Promoting Mock Tails.
  17. 17. BRAND AMBASSADORS
  18. 18. PROPOSED BRAND AMBASSADORS
  19. 19. OTHER PROMOTIONAL STRATEGIES Office Contracts: – Contracting with offices to have Taj Mahal tea vending machines at corporate offices.
  20. 20. • Conducted by tea expert Yangdup Lama. • An ecstatic journey in knowing more about Tea. • Endorsed by Saif Ali Khan.
  21. 21. THANK YOU...

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