Tata Tea Gold is a premium tea brand owned by Tata Global Beverages. It has a 15% market share in India and competes with brands like Taj Mahal and Red Label Special. A survey of consumer perceptions found that while Tata Tea Gold is seen as highly available, Taj Mahal is perceived to have the best flavor and freshness. The market for packaged tea leaves in India is fragmented, with many budget and unbranded options available. Tata Tea Gold differentiates itself on product quality and social marketing campaigns to target youth and empower women.
Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)Sejal Gaikwad
This ppt is regarding Strategic Management of Lipton Green Tea.
Wherein its discusses the SWOT Analysis,STP Process, and 4Ps.
Also starting with Unilever's History And Lipton Background Providing a Base to the Presentation.
I hope you guys find this presentation Helpful.
Best wishes,
Sejal Gaikwad :D
communication,pricing product,distribution, brand ambassadors and other strategies of India's one of the most famous tea brand, Taj Mahal Chai...
#WahTaj!!
Lipton Green Tea(SWOT Analysis,STP Process, and 4Ps)Sejal Gaikwad
This ppt is regarding Strategic Management of Lipton Green Tea.
Wherein its discusses the SWOT Analysis,STP Process, and 4Ps.
Also starting with Unilever's History And Lipton Background Providing a Base to the Presentation.
I hope you guys find this presentation Helpful.
Best wishes,
Sejal Gaikwad :D
communication,pricing product,distribution, brand ambassadors and other strategies of India's one of the most famous tea brand, Taj Mahal Chai...
#WahTaj!!
Indian Automobile Industry
Products & Sub Brands
Brand Elements
Analysis of Brand Elements
Sources of brand equity
Brand Awareness, Identity, Personality, equity, Vision, Culture
Perceptual map of TATA Motors in India
TATA’s Commercial Vehicle Market Share in India
TATA’s Passenger Vehicle Market Share in India
Targeting and Segmentation
TATA’s Brand Hierarchy
Brand Extension
BCG Matrix Analysis
SWOT Analysis
Promotional Function of Tata Motors in Last few years
Challenges faced by TATA Motors
Recommendations for Future
Comparison of Consumer behavior towards “Parle” and “Britannia”santoshpati92
Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian economy with Household and Personal Care accounting for 50 percent of FMCG sales in India. Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the sector. The urban segment (accounts for a revenue share of around 55 percent) is the largest contributor to the overall revenue generated by the FMCG sector in India However, in the last few years, the FMCG market has grown at a faster pace in rural India compared with urban India. Semi-urban and rural segments are growing at a rapid pace and FMCG products account for 50 percent of total rural spending.
Our team created a marketing plan for a new product within a real company (Tetley Canada) using information gained from secondary research and applying the concepts of marketing strategy and team. This project has been lead by Margery Taylor, our professor of Marketing Management at George Brown College School of Marketing. She is one of the top marketing professionals in Toronto with a long and successful career.
Indian Automobile Industry
Products & Sub Brands
Brand Elements
Analysis of Brand Elements
Sources of brand equity
Brand Awareness, Identity, Personality, equity, Vision, Culture
Perceptual map of TATA Motors in India
TATA’s Commercial Vehicle Market Share in India
TATA’s Passenger Vehicle Market Share in India
Targeting and Segmentation
TATA’s Brand Hierarchy
Brand Extension
BCG Matrix Analysis
SWOT Analysis
Promotional Function of Tata Motors in Last few years
Challenges faced by TATA Motors
Recommendations for Future
Comparison of Consumer behavior towards “Parle” and “Britannia”santoshpati92
Fast-moving consumer goods (FMCG) sector is the 4th largest sector in the Indian economy with Household and Personal Care accounting for 50 percent of FMCG sales in India. Growing awareness, easier access, and changing lifestyles have been the key growth drivers for the sector. The urban segment (accounts for a revenue share of around 55 percent) is the largest contributor to the overall revenue generated by the FMCG sector in India However, in the last few years, the FMCG market has grown at a faster pace in rural India compared with urban India. Semi-urban and rural segments are growing at a rapid pace and FMCG products account for 50 percent of total rural spending.
Our team created a marketing plan for a new product within a real company (Tetley Canada) using information gained from secondary research and applying the concepts of marketing strategy and team. This project has been lead by Margery Taylor, our professor of Marketing Management at George Brown College School of Marketing. She is one of the top marketing professionals in Toronto with a long and successful career.
Presentation on Tetley tea by Tata Consumer Products Ltd.ABHILASH DUTTA
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.
this presentation includes some information about tea industry in india and the most popular brands in india and their different marketing strategies they use.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. COMPANY PROFILE
• US$1.4 bn turnover
• TGB 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 worldwide
• Three sales and marketing regions across the globe
• Significant brand presence in over 40 countries
2
3/5/2014
3. BRAND WISE SALES BREAK UP
Brands
Tetley
17
Others
3/5/2014
29
Eight o’Clock
3
39
Tata Tea
Source: Tata Global Beverages Company Website
%
15
5. PORTER’S FIVE FORCES
Threat of buyer’s
growing bargaining
power
Threat of new
entrants
• FDI
• Untapped rural
markets
Threat of intense
segment rivalry
Threat of
substitutable
products
• Coffee
• Aerated drinks
• Energy drinks
5
3/5/2014
• Taj Mahal
• Red Label Special
• Unbranded Tea
• Other options available
• Product differentiation
• Large number of
consumers
Threat of supplier’s
growing bargaining
power
• Large number of
producers
• Low switching costs
6. 6
3/5/2014
• Flagship brand
caters to the
popular segment
• Brand promises to
give “asli taazgi”
(Real freshness)
Tata Tea Agni
• Caters to the
premium economy
segment
• Aroma coupled
with a refreshing
taste
• Blend of 85% CTC
and 15% long leaf
tea
Tata Tea Premium
Tata tea Gold
SEGMENTATION : INCOME LEVEL
• Offering for the
economy segment
• Stylish superior
quality packaging;
unmatched in this
segment
7. 7
3/5/2014
• 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
Gemini
• Principal Market :
Tamil Nadu,
Kerela, Karnataka,
Goa
• Specifically
sourced from the
Kanan Devan Hills
• Characterized by
its unique taste
preferred
throughout South
India
Chakra Gold
Kanan Devan
SEGMENTATION : REGION WISE
• 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"
8. TARGET MARKET
• Indian middle class and upper middle class which accounts for nearly 300
million people
• Targets the youth by embracing them with social awakening messages
• ‘Jaago Re’ campaign
• Targets women in a view to empower them socially
• Calls out to housewives since they are the influencers and deciders in the
buying process
• Power of 49 campaign
8
3/5/2014
9. LEVEL OF
COMPETITION
Utensils
Squash
Soups
Mix Lemon Tea
Kitchen
Towels
Protein
Powder
Maggi
Noodles
Tea
Bags
Assam
tea
Green
Tea
Red Tea
Darjeeling Tea
Red Label Special
Taj Mahal
Organic Tea
Flavored
Milk
Butter
Black Tea
milk
Loose
Tea
Small
tea
leaves
Soft Drinks
Product Form
Product Category
Generic
Budget
9
3/5/2014
Bread, Butter,
Cheese
Biscuits
Namkeen
Coffee
Jam
Energy
Drinks
Juices
Chocolates
10. COMPETITOR ANALYSIS: MARKET SHARE
Average Weekly Sales
(250 gm packets)
Hindustal
Unilever Ltd
49%
22%
20%
Tata Tea
15
16
13
14
12
Wagh Bakri
10
8
8%
Others
4
6
4
2
0
Tata Tea Gold
Source: Euromonitor International
10
3/5/2014
Taj Mahal
Red Label Special
Source: Primary data from Easyday retail store, Raj Nagar
11. COMPETITOR ANALYSIS: PRICING
Category
Tata tea
400-430
Taj Mahal
Tata Tea Gold
Premium Dust
360-400
3 Roses
Chakra
Medium Leaf
330-360
Red Label
Tata Tea Premium
Medium Dust
210-230
NA
Kanan Devan
Popular/Economy
3/5/2014
Hindustan Unilever Ltd
Premium Leaf
11
Price/kg
(Rs.)
190-210
NA
Agni
12. POSITIONING
“Our Tata Tea Gold is the most aromatic tea among all premium tea
brands because 15% longer superior quality leaves”
Most aromatic tea
brand
12
3/5/2014
Superior quality tea
leaves
Socially responsible
13. MARKETING STRATEGY
• Product
• 15% longer leaves
• Extra special as they’re gently rolled to lock in their natural
aroma
• Stock Keeping Units (SKU): 100gm, 250gm, 500gm, 1 kg
• Price
• Pricing appropriate for target segment i.e. Middle class
• Proposition of value for money by offering high quality tea
leaves
• Competitive pricing, lesser than most of its competitors
Brand
Tata Gold
(Rs.)
Taj Mahal
(Rs.)
Red Label
(Rs.)
Wagh Bakri
(Rs.)
Price/250gm
100
113
112
90
13
3/5/2014
14. MARKETING STRATEGY
• Place
• The tea leaves are cultivated across 51 tea estates owned and
controlled by Tata Global Beverages
• After plucking, leaves are fermented, filtered and packaged in
Tata owned factories
• Packaged SKU’s sold at convenience grocery stores &
exclusive stores like Easyday, Food Bazar etc.
• Promotion
• ‘Jaago Re’ campaign
• ‘Gaon Chalo’ Abhiyaan
• ‘Power of 49’ campaign
• Blogs on latest social issues
• Dedicated pages on social media sites like Facebook
• ‘Voter Registration’ campaign
14
3/5/2014
16. PERCEPTUAL MAPPING
Brands Used for Mapping
Attributes Mapped
Tata Tea Gold
Aroma
Taj Mahal
Flavour
Red Label Special
Advertising
Wagh Bakri
Habitual facts
Taaza
Freshness
Unbranded Loose Tea
Availability
• Collected consumer rating for each product for each attribute that consumer might
consider while buying packaged tea leaves
• Floated consumer survey consisting of 6 X 6 + 6 Likert scale questions and used
regression modeling on them
16
3/5/2014
17. SUMMARY OF ANALYSIS
Average Score Tata Tea Gold Taj Mahal Red Label Special Wagh Bakri
Taaza
Unbranded
Aroma
3.60
3.87
3.53
3.05
3.42
2.95
Flavour
3.69
3.80
3.58
3.05
3.33
3.07
Advertisement
3.96
3.24
3.00
2.42
3.04
2.24
Habit
3.07
2.82
2.76
2.49
2.85
2.56
Freshness
3.51
3.56
3.31
2.91
3.15
2.89
Availability
4.16
3.64
3.60
2.67
3.24
3.25
• Regression analysis yielded Flavour and Freshness/Enerziser as the two most
important attributes which are statistically significant and greatest in absolute
value of coefficients ( Flavour = .23, Freshness = .13)
• Average attribute rating used to formulate the actual map
• Map is centered at (2,2)
17
3/5/2014
18. SURVEY CHARACTERISTICS
Jaago Re Campaign Awareness
Tea Consumption Rate
60%
50%
55%
40%
35%
35%
40%
30%
25%
30%
20%
11%
10%
3/5/2014
9%
15%
20%
18
45%
45%
50%
0%
45%
10%
5%
0%
Light
Medium
Heavy
Yes, it led to
social
awakening
No, it did not
lead to social
awakening
Not Aware
about the
campaign
19. MARKET FOR PACKAGED TEA LEAVES IN INDIA
Fresh/Energizing
4.00
Taj Mahal
Tata Tea Gold
Red Label Special
Taaza
Unbranded Loose Wagh Bakri
Tea
3.50
2.50
Slope of
Vector =
.54
2.00
Flavour
3.00
No Flavour
0.00
0.50
1.00
1.50
2.00
2.50
1.50
1.00
0.50
0.00
Not Fresh/ Energizing
19
3/5/2014
3.00
3.50
4.00
20. CONCLUSIONS FROM MAP
• All brands considered similar in terms of characteristics form a part of
competitive set of Tata Tea Gold
• As per the survey , Taj Mahal is perceived to be the best brand in terms of the
flavour and freshness that it provides
• Unbranded loose tea and Wagh Bakri are low on perceived energizing ability
• Tata Tea Gold, Red Label Special and Taj Mahal compete closely with each
other. The differentiating factor is the perceived flavour of each of them
• The serious competition that Tata Tea Gold faces is from brand Taj Mahal.
20
3/5/2014