This presentation analyzes consumer brand loyalty toward tea brands in India. A survey was conducted of 40 people to understand their tea consumption behaviors and brand preferences. The results showed that 54% of respondents preferred Tata Tea over other brands like Taj Mahal and Red Label. Tata Tea has been successful due to its wide product range at different price points, strong supply chain, and continuous advertising campaigns promoting social messages. The data indicates consumers exhibit loyalty to their tea brands, with 66.7% drinking the same brand for over a year.

1. PRESENTED BY :-
SOM MAHATO
DEEPSHIKA
PRICE KR PANDEY
CONSUMER BRAND LOYALTY
MARKETING ASSIGNMENT

2. EXECUTIVE SUMMARY
This presentation data is made on the topic of consumer brand loyalty,
Study and primary survey on the tea product with respect to the
consumer loyalty toward tea brand through sample study and data
collection to plot a conclusion.
Over all study of the tea products available for the consumer and
consumer perception toward the tea brands, marketing strategies and
advertisement study of the brand to attract the consumers, all the data
presentation is done by our group to give proper conclusion.

3. I N T R O D U C T I O N
▪ Tea is one of the most popular and widely
consumed beverage after water in worldwide.
▪ It is an aromatic beverage with astringent
flavour.
▪ In INDIA ,tea industry is one of the oldest
agro based well organised industries.
▪ Indian tea industry is one of the largest in the
world with over 13000 garden.
▪ More the million workers get direct
employment from this industry.
▪ Indian tea industry recorded the highest ever
production in FY18 with 1325.05 million kgs.
▪ Indian tea industry mainly exports 91% black
tea,2% green tea, and 7% tea preparations
like instant tea.
State wise tea production
percentage in India

4. TEA BRANDS SEGMENTS
TATA TEA
HUL
Product for all consumer with lower pricing
Product with higher pricing targeting higher income section.
Higher pricing with tea bag segment for health conscious individuals
Product for all consumer with lower pricing
Product with higher pricing targeting higher income section.
Higher pricing with tea bag segment for health conscious individuals

5. METHODOLOGY
▪ SAMPLE SURVEY METHOD:
(For this we came out through Google
Sheet & circulate to our connection)
▪ DATA COLLETION:
(For this we collected various data
from various reports and their official websites)
SURVEY LIMITATION:
▪ Majority of collection done from age group between 20-30 age group
hence we can’t able to focus on all age groups.
▪ Due COVID-19 pandemic we can’t able to collect data from different
geographical area like rural or remote area.
▪ All the survey done through digital mode that’s why there is concise of
information.

6. DATA INTERPRETATION
Data collection : sample collection
Number of respondent : 40
Tea brand they consume : among tata tea, red label, taj mahal, wagh bakri, lipton, organic India.
Data interpretation is done on the basis of : Age group, brands, span of consumption, rate of consumption.
BARUMAL
8%
LIPTON
3%
TETLE
5%
TAJ MAHAL
18%
RED LABLE
13%
TATA TEA
54%
Survey shows the majority of the respondents are in favour of Tata tea by 54%
followed by taj mahal and in the third position red label.
• Strong supply chain and continuous advertisement campaigns helped the
company to retain their customer, company established in 1985 which was
among the
fi
rst Tea mass producer in India.
• Product di
ff
erentiation such as : tata tea premium for mass market with low
costing, tata gold in higher price segment and tetle for health conscious in
higher price segment.
• Properties such as rate of consumption and duration of consumption of same
brand are in favour of tata tea which as shows the consumer loyalty toward
the product.

7. CONSUMER PERCEPTION
10.3%
RESPONDANTS : 40
AGE GROUP : GENDER
TATA TEA
Majority of higher age group
prefer Tata tea
Age group of 20-25 : were
combination of TETLE, TAJ
MAHAL , TATA TEA.
As tea is a house hold consumer product our
initiative was to collects more female respondents as
they are the decision makers at the same time our
survey shouldn’t get gender bias.
Drink tea as a
part of daily
routine
Here, data shows rate of Tea consumption
where as 2 respondents didn’t consume
Tea in regular basis
• Age and gender study how respondents are in favour of Tata tea, consumers drink
in regular basis over the time period.
• Data shows Tea is one of the popular drink among the people according to the
survey.

8. Time Scale
Consumption Rate %
CONSUMER LOYALTY
• Data shows consumer loyalty towards the
brand as in the survey respondents are
Stable towards their brand, 66.7 % of the
respondents are consuming the same brand
more than 1 year which justify the loyalty
towards the brand.
• Survey shows that the Tea consumer are
stable toward their brand as the change of
the product is very less among the
consumer.
• Consumption rate shows habit of drinking
tea is like a culture, 65% of the respondents
drink it twice a day and 20% more then
twice.

9. Brand suggestion from Respondent Survey
Consume the same brand in future
Here, question was presented to the
respondents that which brand they will suggest
to others : respondents suggested the same
brand they were consuming. This reflects the
loyalty towards the product.
• Brand loyalty toward the product they
consume if the respondents didn’t liked the
product they wouldn’t suggest it to others.
• In the 2nd graph the consumer response was
they will be consuming the same brand in
future which again reflect the loyalty toward
the product or else they could opt for the
change of brand.

10. Consumer perception towards the Tata tea is more in favour with respect to its competitor, company has wide range
of Tea product such as : Tata gold in higher price segment, Tetle in green tea with higher price segment, In this way
company has different product for different target consumer.
• Data shows how majority of the responses are in favour of Tata Tea, the over all analysis of the survey shows
perception towards the Tea products with different brand.
• Data also shows consumer behaviour of the Tea consumption.
• Respondents are long term and tends use the same brand in future which justify the stability and loyalty among the
consumer toward the brand.
OVERVIEW OF CONSUMER BEHAVIOUR TOWARDS THE BRAND

11. ADVERTISEMENT CAMPAIGNS THAT HELPED TATA
TO CREATE POSITIVE BRAND PERCEPTION

12. CONCLUSION
• From our survey and data collection we came to conclude that Tata is on the first position in the race .
• Tata Tea is the world second largest manufacturer and distributor of tea.
• The company markets tea under the major brands Tata Tea, Tetley and Good Earth teas.
• Marketing strategy : Tata tea is marketed as low price tea
• Tetley is marketed as premium tea .
• Tata wanted to create their brand image as social awareness , so they came up with ideas as
• #JAAGO RE
•2009 - 2010 : One Billion Votes
•2010 - 2011 : Khilana Bandh, Pilana Shuru
•2011 - 2012 : Soch Badlo
•2012 - 2013 : Simplify
•2012 - 2013 : Choti Shuruaat
•2013 - Ongoing : Power Of 49
• For targeting india market Tata tea came up with a regional advertisement .
• Tata Tea’s campaign for Chakra Gold Care displays the `Tamizh way of care` for Tamil Nadu .
• Tata tea premium invokes regional pride with campaigns for Maharashtra and Mumbai .
• Tata Tea Premium collaborated with Paytm Ads to target relevant consumers and increase brand awareness
across offline and online ecosystems.