tea marketing project

1. MADE BY:-
1. Ketan Dhariwal (159)
 COURSE : FUNDAMENTALS OF
MARKETING MANAGEMENT
 SUBJECT CODE: BBA105
 SEMESTER: 1
 SECTION :C

3. ACKNOWLEDGEMENT
We would like to thank our faculty Mrs. Seema Laal for giving
us this opportunity. This was a singular experience for us since
we worked as a cohesive team for the first time in this course.
We got a lot of material online and yet each of us had a role to
play when it came to picking relevant information and putting
it together as a marketing concept.

4. COMPANY PROFILE
TATA TEA
 US$1.4 bn turnover
 TATA TEA is the second largest Tea
company in the world
 250 million servings of the brands
are consumed every day around
the world
 Over 3,000 employees .
 Three sales and marketing regions
across the globe
 Significant brand presence in over
40 countries
 US$ 0.6bn turnover
 BROOKE BOND is the second
largest Tea company INDIA.
 130 million servings approx of the
brands are consumed every day
around the world
 Over 2,500 employees .
 Only sales and marketing regions
across the globe
 Significant brand presence in over
few countries
BROOKE BOND

5. TATA TEA
SEGMENTATION : GEOGRAPHICAL
TATAKANANDEVAN
• Principal Market
: Tamil Nadu,
Kerela,
Karnataka, Goa
• Specifically
sourced from the
Kanan Devan
Hills
• Characterized by
its unique taste
preferred
throughout South
India
TATACHAKRAGOLD
• High quality
Assam CTC
Dust teas
• Brand in the high
quality & high
priced Premium
Dust tea Market
of South India
• Theme of
Golden touch
and Golden
woman inspired
millions of
Consumers
across south
India
TATAGEMINI
• Principal market:
Andhra Pradesh,
Madhya
Pradesh,
Chattisgarh,
Tamil Nadu and
Karnataka
• Focus to be a
strong regional
player in Andhra
Pradesh
• Positioned as "a
strong tea for
strong family
relations"
9/17/2016
5

6.  They don’t have different products for
different regions
 They offer same product in all regions but
change the blend of tea leafs
 So the product is same everywhere but
the taste changes from place to place
GEOGRAPHICAL SEGMENTATION OF BROOKE BOND

7. TATA TEA
SEGMENTATION : INCOME LEVEL
TatateaGold
• Caters to the
premium
economy
segment
• Aroma
coupled with
a refreshing
taste
• Blend of 85%
CTC and 15%
long leaf tea
TataTeaPremium
• Flagship
brand caters
to the popular
segment
• Brand
promises to
give “asli
taazgi” (Real
freshness)
TataTeaAgni
• Offering for
the economy
segment
• Stylish
superior
quality
packaging;
unmatched in
this segment
7

8. BROOKE BOND
SEGMENTATION : INCOME DEMOGRAPHICS
TAJMAHAL
• Caters to
premium
economy
segment.
• Aromatic tea.
• Symbol of
elegance.
REDLABEL
• Popular brand
caters to mid
income segment.
• brand promises
to give the taste
of
“belongingness”.
“Swad apnepan
ka…..”
TAAZA
• Dedicated
product for
economy
segment.
• Stylish packing
and unmatched
offers at this
segment.

9. TARGET MARKET (TATA TEA)
I. Indian middle class and upper middle class which
accounts for nearly 300 million people
II. Targets the youth by embracing them with social
awakening messages
III. ‘Jaago Re’ campaign
IV. Targets women in a view to empower them socially
V. Calls out to housewives since they are the influencers
and deciders in the buying process
VI. Power of 49 campaign
9

10. I. Brooke Bond Sehatmand is priced at Rs 20 and Rs 39 for 100 grams and 200
grams, respectively. The prices are at a 15-18 per cent premium when
compared to loose tea. To tackle this, HUL has launched smaller packs of Rs 5
and Rs 10 as well.
II. The total tea market in the state, estimated at 42,000 tonnes per
annum, accounts for almost 12 per cent of the total Indian market
III. All Middle Class and Upper Class People. The company is also targeting Rural
People.
TARGET MARKET (BROOKE BOND)

11. “OUR TATA TEA GOLD IS THE MOST AROMATIC TEA
AMONG ALL PREMIUM TEA BRANDS BECAUSE 15%
LONGER SUPERIOR QUALITY LEAVES”
Most aromatic tea
brand
Superior quality tea
leaves
Socially
responsible
11
POSITIONING (taTA TEA)

12. POSITIONING(BROOKE BOND)

“The Young Woman in emerging India wants an identity beyond her
home who wants to make a positive difference to her life & her
world, who is seeking inspiration to take that big step Brooke Bond
Taaza awakens you to take the one step to change your world.”
Brooke Bond Red Label – Celebrating the Taste of
Togetherness’
Impeccable aroma
(Behtarin taazgi)
High quality
Fresh green leaves
Women
Empowerment

13. PRODUCT DIFFERENTIATION (TATA TEA)
PRODUCT
• 3 National/Regional - Tata Tea, Tetley & Agni,/kananDevan, Gemini &Chakra
Gold.
• 40 bags for singles, 80 bags for couples, 150 bags and 250 bags for Family
Packs.
• Organic Tea.
• Instant Tea.
• Instant Tea powder is packed in a bulk packages of 20/25/35kg each
PRICE
• To set higher price but offering more value for it.
• Building value around its brand by distinguishing it from competitor's.
• Price for 250gm pack in northern India, approx Rs 46.
• Popular segment pricing is 145-180, premium segment beyond 180/kg.
• Penetrating strategy.
• Buy value for money, not cheap product.

14. CONTD…..
PLACE
• Assam & Darjeeling & will then be blended and packed.
• Manufacturer , wholesalers, dealers, retailers, consumers with width distribution network.
• The final product will be distributed to Retailers such as Supermarkets &main tea shops
so the end consumer has easy access to it.
• Tea available - South India is mainly dust, whereas North Indians prefer leaf tea.
• South India, Southeast India, Southwest India, the Northern & Eastern markets across
Delhi , Bihar, U.P, Haryana, Punjab & H.P.
PROMOTION
• Ad campaign to build awareness and differentiated product quality from its competitors.
• Promotes social awakening and actions through its landmark "JAAGO RE" marketing
campaigns.
• Launches Jaago Re, a holistic 360 degree advertising, campaigns using the unique
route of social awakening.
• "HAR SUBAH SRIF UTHO MAT,JAAGO RE"

15. PRODUCT DIFFERENTIATION (BROOKE BOND)
PRODUCT
• 3 National/Regional –BROOKE BOND TAAZA,TAJ MAHAL ,3
ROSES.
• FRESH Tea.
• GREEN Tea.
• Instant Tea powder is packed in a bulk packages of 20/25/35kg
each
PRICE
• To set resonable price but offering more value for it.
• Building value around its brand by distinguishing it from
competitor's.
• Popular segment pricing is 125-160, premium segment beyond
180/kg

16. CONTD…..
PLACE
• Assam & Darjeeling & will then be blended and packed.
• Manufacturer , wholesalers, dealers, retailers, consumers with width distribution network.
• The final product will be distributed to Retailers such as Supermarkets &main tea shops so
the end consumer has easy access to it.
• Tea available - South India is mainly dust, whereas North Indians prefer leaf tea.
• South India, Southeast India, Southwest India, the Northern & Eastern markets across Delhi
, Bihar, U.P, Haryana, Punjab & H.P.
PROMOTION
• Ad campaign to build awareness about women empowerment and differentiated product
quality from its competitors.
• Promotes social awakening and actions through its landmark “traaza ho le”,”swad apnepan
ka” marketing campaigns.

17. POSSIBLE PRODUCT DIFFERENTIATIONS
Tea
Aroma or
strength or
Colour
Assam –
Strong &
deep Colour
Darjeeling -
Aroma
Size of tea
leaf
Long leaf
for great
taste
Dust –
cheaper
option
Fannings
only for tea
bags
Source of
tea
First flush
tea
Specific
gardens

18. IS IT AN EFFECTIVE MARKET SEGEMANTATION??
Marketing is all about positioning a product
differently in consumers mind. At a product
level tea industry has limited scope. Tea can be
broadly divided based on strong taste vs. good
aroma. And also in terms of how one likes to
drink the tea that is by boiling the leafs or by
using a cleaner option of tea bags. At product
level only these variations are available to this
industry.

19. SEGMENTATION IN INDIAN TEA INDUSTRY
Mostly all teas are various blends of Assam & Darjeeling so that
there is colour, smell and strong taste.
Method of drinking decides the size of tea leaves required.
So, segmentation is more about knowing what consumer wants
and matching the exact taste, colour, smell and delivery type
with consumers choice.
Accordingly both Tata and Brooke Bond have positioned their
different brands with various taglines for different consumer
types.

20. THANK YOU