2. Insights about the organizational background and product mix
Executive Summary
Brief
Tata Consumer Products (TCPL) is one of the major FMCG companies present in
tea, coffee & other beverages in India, UK, US, Canada & 40+ other geographies.
Diversification
In India, it also has salt, pulses, spices & other foods products such as Tata
Sampann, Tata Soulfull etc.
Standing
• Tata Consumers is the word’s #2 biggest player in the branded tea segment
• 2nd largest tea brand in India
• Largest salt brand in India
Partnerships and M&A
Apart from working standalone, it has several subsidiaries and joint ventures
with one of the biggest coffee chains i.e. Starbucks.
History
Formerly known as Tata Global Beverages Limited (TGBL), Tata Consumer
Products was formed when the consumer products business of Tata
Chemicals merged with Tata Global Beverages in February 2020
Horizontal Expansion
It has a list of brands under its name such as Tata Tea, Tetley, Tata Salt, Grands,
Sonnets, Tata Coffee, and many more.
Financials
Booked a revenue of Rs. 13,783 Cr. with a valuation of around Rs. 81,000 cr. In
FY22-23 end.
3. 450 511 527
930 1000 1320
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FY 20-21 FY 21-22 FY 22-23
Advertisement Expenses
EBITDA
Revenue
FY 20-21
Company was just started
having burden of previous
interventions
FY 20-21
Significantly increases
revenue as compared to
expenses
FY 20-21
Reduced the increase on
marketing as compared to
revenue
Insights
Whereas every other
venture in similar industry
has expenditure as high as
50x of TCL
Results
The company is moving
towards a more
sustainable form of
advertisement spend
Rupees in Crores
Advertisement Spend for per rupee of revenue has decreased showcasing better utilization
Data bifurcated as return on per rupee spent on advertising
How has the marketing impacted the organization?
4. Rural First Market
Majority of consumption takes
place in rural markets
Brand Conscious
In daily consumption, people are
shifting from open food to
brands
Hybrid Experience
Brand should be online as well
as offline in both service as well
as presence
Looking to follow trends
Consumption story of coffee and
fashion are the testimony to
showcase that people are willing
to spend
Sustainability
Focus on sustainability of health
as well as environment serves as
utmost importance to
consumers
Detailed findings about the targeted segment to create strategy and forward
Understanding Target Audience
5. Source:_______
Old-School Commercials
Tata Consumers uses a hybrid model of marketing i.e. connecting offline with online
Bifurcation of target audience and catering to them by case-specific advertising
Digital Advertisements
Available Distribution
Traditional Technique
Large-scale FMCG largely works on
traditional ways of marketing through
existing distribution channels such as
shops, kiranas, etc.
Channels
• Banners and posters in shops to
influence consumer
• Offers like “Buy 1 Get 1” or trial
packs/sachets
Channels and Techniques of Marketing
Hyper Localization
As newer brands are trying to eat
market share, TCL is working on
localized marketing techniques targeting
segments in geographies, cultures, etc,
Channels
• National radio and T.V. channels for
brands like Tata Salt
• State Specific ads for products like
tea, coffee which have different
cultural significance in different
states
Consumer-Centric Approach
Nowadays, a brand is more than a
product which requires brands to become
sustainably active which is
communicated by TCL on social media
Channels
• Active presence on social media
channels like X, Instagram, etc.
• Collaborating with multiple
influencers in the health category to
create a brand name among youth
6. 2023
Building on the ‘Dil Ki Suno’ campaign,
Tata Tea Gold collaborated with
celebrated mountaineer and Padma
Shri awardee Premlata Agarwal,
discussing women’s stories of
dilemmas
Campaigns have moved from product-centric to consumer-centric approach
Trends of Marketing
2020 2021 2022 2023
2022
Tata Tea Gemini, the no.1 brand in
Telangana, launched the Never Settle
Campaign – an antiadulteration initiative
to create awareness about the scourge of
adulterated tea rampant in Telangana
region.
2021
Tata Salt Immuno launched
a campaign to create awareness about
the benefits of zinc fortification
including better immunity
2020
Tetley Green Tea Immune promoted
the goodness of Vitamin C and
antioxidants through its
#everyBODYcan campaign
7. CHALLENGES
SOLUTIONS
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Source:_______
Few headwinds to tackle and their probable solutions
Challenges and Solution
8. Reference/Sources
No ChatGPT or Bing Chat is used
Understanding Consumers
Understanding India's evolving FMCG customers (kanvic.com)
Understanding Consumers
Factors that affect consumer behaviour in the FMCG sector (indiatimes.com)
Financials
Tata Consumer Annual Report 2022-23
Challenges
Indian FMCG Industry Analysis | IBEF
Name – Vansh Aggarwal
Roll No. – BCH21266
