2. INTRODUCTION
Tata Tea began its journey more than 25 years ago
Tata Tea is the largest packaged tea brand in the
country
Headquarter in Kolkata owns 27 tea estates in
Assam, West Bengal, Kerala
3. Vision:
Be India’s foremost tea based beverage
company
Mission:
Achieve market and thought leadership for
branded tea in India
Be recognised as the foremost innovator in tea
and tea based beverage solutions
Drive long term profitable growth
5. Segmenting
Geographic - urban areas and semi urban
Demographic - Income
Psychographics
Lifestyle
Values
Behavior Segmentation
Usage
Loyalties
6. Targeting
Demographic
Men, Women, Housewives.
Urban Areas, Semi Rural areas who’d go for value
for money.
Age: 25 to 60 years
Income (20,000< above)
Psychographic:
Energetic, Knowledgeable, Responsible, Trendy &
Ambitious
8. Competition
Brooke Bond – Tazaa
Lipton - Darjeeling
Assam Tea
Strategy against competitor’s:
Pricing is on a par.
Unique blend & Superior packaging
10. Pricing Program
To set higher price but offering more value for
it.
Building value around its brand by distinguish
it from competitor’s.
Price for 250gm pack in northern India,
approx. Rs.50/-
Penetrating Strategy.
Buy value for money, not cheap product
11. Branding Strategy
Company is drawing up fresh strategies
Company’s game plan includes
increased focus on rural markets (value
packs strategy).
New format is a 360 degree ad
campaign focusing on rural markets with
value-packs, prices at Rs 1, 5 and 10 in
rural markets.
12. Promotions
Tata Tea has been a promoter of social
awakening and action
Encouraging young people to vote,
inviting consumers to pledge against
bribery to making a ‘Badey Badlav Ki
Choti Shuruaat’ by putting women first.
The latest Jaago Re campaign
www.jaagore.com is the brand's "Walk
the Talk" platform
13. Suggestion
They should do more of digital marketing.
More ideas on their campaigns.
They focus more on political based
campaigns, we suggest they should focus
more on what the youth likes also.
