Presentation about Tetley tea by Tata Consumer Products Ltd. and its Manufacturer (with Statistics) 2. Brief about the Variants and SKUs available 3. Identify the Values offered by the Tetley tea by Tata Consumer Products Ltd. 4. SWOT Analysis Tetley tea by Tata Consumer Products Ltd. 5. Identify 2 major Competitors and Brief about them 6. How Tetley tea by Tata Consumer Products Ltd. differentiates from its Competitors in terms of: Value, Feature, Price, Promotion 7. Brief about the Buying Process of Tetley tea by Tata Consumer Products Ltd. 8. Brief about the Selling Process of Tetley tea by Tata Consumer Products Ltd. 9. Identify the Factors that influences the Buying Behavior for the Tetley tea by Tata Consumer Products Ltd. 10. Analyze the Marketing Mix (4 Ps) of the Tetley tea by Tata Consumer Products Ltd.

1. THE STRATEGY OF THE MOST VALUABLE COMPANY OF THE WORLD
Tetley tea
by Tata Consumer Products Ltd.
STUDENT NAME
ABHILASH DUTTA
MBA 1st Semester Group No-6
‘’Discover the Perfect Blend: Tetley Tea – A Taste of
Tradition and Quality”

2. 1 Product Idea
Brief History of the Company
• Tetley operates in 40 countries, selling 60+
branded tea bags.
• Formation of the Tetley group in 1995, followed
by Tata Group's acquisition in 2000, the largest
overseas acquisition by an Indian company.
• Tetley Tea focuses on blending, packing,
marketing, and distributing in India, UK, USA,
and other Commonwealth countries.
Founded in 1837 by Joseph
and Edward Tetley, with
headquarters in England.
Edward Tetley

3. Company in numbers
Annual Sales (TATA consumer products)
= Rs. 13,783 cr.
Net Profit = 1,320 cr.
Number of Employees =4000+
In Indian market the market leader of tea
brand are – 1. HUL-23% 2. TATA Consumer
Ltd. -21% ,3. Wagh Bakri-9% 4.Amar tea-2%
5.Girnar-1% 6. Others- 44%
23%
21%
9%
2% 1%
Market Share
HUL TATA Consumer Ltd
Wagh Bakri Amar
Girnar Others

4. Variants and SKUs
Long Leaf Green Teas- Loose Teas
Tetley Lemon Long Leaf
(SKU:8901033590989)
Tetley Original Long Leaf
(SKU:8901033589459)

5. Variants and SKUs
Green Tea – Tea Bags
Tetley Green Tea with
Ginger, Mint & Lemon
(SKUs:11020402)
Tetley Green Tea Classic
(SKUs:11020201)

6. Variants and SKUs
Green Tea – Tea Bags
Tetley Green Tea Mango
(SKUs:11020601)
Tetley Green Tea with Lemon
& Honey
(SKUs:11020301)

7. Variants and SKUs
Flavoured Tea
Tetley Flavored Teas are a delicious and healthy way to enjoy the benefits of green tea.
They are available in a wide range of flavors, including:
1.Tetley Ginger Zing 2. Tetley Masala Chai
3. Tetley Lemon Twist 4. Tetley Elaichi

8. Variants and SKUs
Tetley Black tea
Tetley Black Tea is a classic and popular type of
tea that is known for its full-bodied flavor and
rich aroma. It is made from the leaves of the
Camellia sinensis plant, which are oxidized to
give them their dark color and unique flavor.
Tetley Black Tea is a delicious and healthy
beverage that can be enjoyed by people of
all ages. It is a great way to improve your
overall health and well-being.

9. Values offered by Tetley
Taste-Tetley offers a
wide range of
delicious tea
flavors.
Quality-
Tetley prioritizes
high-quality tea from
top gardens.
Convenience-Tetley
offers convenient
tea options in
various forms
Health benefits-
Tetley teas provide
health benefits
through
antioxidants.
Accessibility-Tetley
teas are easily
accessible in
stores and online.

10. SWOT Analysis of Tetley
S W
O
T
WEAKNESSES
THREATS
STRENGTHS
OPPORTUNITIES SWOT
 Global Reach
 Strong Brand Reputation
 Wide Range of Products
 Competitive Pricing
 Growth in Emerging Markets
 Growth of Specialty Tea
 Growing health awareness
 Reliance on Key Markets
 Limited Product Innovation
 Competition from Private Labels
 Rising Costs
 Changing Consumer Preferences
 Competition
from Other Beverages

11. Two Major Competitors of the Tetley in the Indian Market
Lipton, owned by Unilever, is a strong competitor to
Tetley in India with a diverse tea range and
affordability. Its wide distribution network and
trustworthiness have garnered a
significant market share.
Twinnings competes with Tetley in India, focusing
on premium quality and a rich tea heritage. Its
higher-priced, traditional teas attract a loyal
audience appreciative of quality and tradition,
despite a smaller distribution network.

12. How the Brand differentiates from its competitors
• Tetley offers a balanced value of quality and affordability,
catering to everyday tea drinkers.
Value:
• Tetley's diverse tea range with various features ensures
options for a broad audience.
Features:
• Tetley competes with a mid-range pricing strategy, finding a
balance between quality and budget.
Price:
Tetley promotes through its strong distribution network and
market experience.
Promotion:

13. Buying Process of Tetley Tea
Awareness
and Need
Recognition:
Information
Search:
Evaluation of
Options:
Purchase
Decision:
Post-Purchase
Evaluation:
Brand Loyalty
and Repeat
Purchase:
Consumers
realize their
need for tea,
considering
factors like taste
and type of tea.
Consumers seek
information
through online
research,
recommendation,
in-store displays,
and advertising.
Consumers
assess factors
like taste,
quality, price,
and packaging.
They choose
Tetley tea
based on their
evaluations.
Consumers
assess
product
satisfaction.
Satisfied
customers develop
brand loyalty and
may recommend
Tetley tea to others
.

14. Selling Process of Tetley Tea
 Product Development and Sourcing
 Production and Packaging
 Distribution and Supply Chain Management
 Marketing and Promotion
 Relationship Building with Retailers
 Sales Team Engagement
 Customer Feedback and Improvement
 Monitoring and Analysis
 Retail Display and Merchandising
 Customer Engagement and Loyalty

15. Factors that influence the Buying Behavior for the Brand
Internal Factors:
1. Personal Taste and
Preferences
2. PerceivedQuality
3. Health Considerations
4. Lifestyle and Habits
5. Cultural and Social
Influences
6. Previous Experience
External Factors:
1. Recommendations and
Word of Mouth
2. Marketing andAdvertising
3. Pricingand Promotions
4. Retailer and Availability
5. Health and Wellness Trends
6. Competitor Offerings
7. Environmental and
Ethical Considerations

16. Product:
Varietyof tea products.
Customized for Indiantastes.
Known for quality and taste.
Cultural packagingfor
local relatability.
Price:
Competitivepricing
Variouspacksizes
Seasonal promotions
Emphasison value andquality
PROMOTION:
Traditionalanddigitalmarketing
TV, radio,andoutdoor adsSocial
media,influencer, andemail
campaigns
Consumerengagement events
Place:
Extensive distributionnetwork
Urban and rural market presence
Foodservice partnerships
Regionaloffices and warehouses
MARKETING
MIX 4PS
Marketing Mix (4 Ps) of Tetley Tea

17. MARKETING
MIX 4PS