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Tata tea pgp30031 sec_b
Tata Tea is India's largest tea brand owned by Tata Global Beverages. It has a 20% market share and offers various tea products targeting different segments. Tata Tea leverages the trust of the Tata brand and uses impactful social campaigns like Jaago Re to promote awareness. While it has a wide reach and product portfolio, Tata Tea will need to further differentiate its offerings to maintain its leadership position as competition intensifies.
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Tata tea pgp30031 sec_b
- 1. IT’S NOT TEA…IT’S A PRIDE
- 2. Established in 1868by Jamsetji Tata Operations in more than 100 countries Revenue in 2014-15 : 103.24 billion The Parent brand: TATA GROUP
- 3. TATA CHEMICALS TATA CONSULTANCYSERVICES TATA STEEL TATA MOTORS TATA POWER TATA GLOBAL BEVERAGES TATA TELESERVICES TATA COMMUNICATION TATA SUBSIDIARIES
- 4. INDIAN TEA INDUSTRY2014-15 Production: 1200 million kg Packaged tea market: 9500 crores Retail value growth rate: 17% 20.7 20 6.7 6.1 3.6 40.1 Brand shares( in %) Tata Tea Brooke Bond Lipton Wagh Bakri Kana Devan Local players Source: Euromonitor.com
- 5. 86 Mn 100 Mn 117 Mn CATEGORY DATA: 2012-2014 19.4 20.0 20.7 Tata Tea: Brand share as a % of retail value Black Tea: Retail Sales by value in INR Source: Euromonitor.com
- 6. Product Place PricePromotion Ø Each variant’s packaging and product attributes designed keeping in mind the respective target segment Ø Eg: Tata Tea Gold: Premium customers- Positioned as most Aromatic tea with 15% longer leaves Ø Available as bulk packages and tea bags Ø Bulk packages SKUs: 100 g, 250 g, 500g, 1 Kg Ø Tea bags come in bunch of : 40, 80, 100, 250
- 7. Product Place PricePromotion Ø Produced in Assam and Darjeeling and Kannan Devan hills in South India Ø Distribution network throughout the country Ø Tea availability : South India- Mostly Dust North India- Tea leaves/ Dust with Tea leaves Ø Major Consumers: South Indian states, UP, Bihar, Haryana
- 8. Source: Euromonitor.com ProductPlace Price Promotion
- 9. Product Place PricePromotion Ø Viewed as a value for money brand Ø Pricing in 3 segments: Economy : Tata tea Agni/ Kannan devan – INR 224/kg Upper middle class/ Premium : Tata tea Premium – INR 330/kg Premium & distinguished taste : Tata tea Gold- INR 400/kg Source: Bigbasket.com
- 10. Product Place Price Promo9on hGps://www.youtube.com/watch?v=oqOzRbcrUIM The JAAGO RE Campaign Communication Objective: Awaken the youth to participate in the country’s politics
- 11. Product Place PricePromotion Digital Marketing Initiative Started the website Jaagore.com in 2009 • Users can register to join • It includes discussion forums on social and political issues • Also includes information and updates on political affairs
- 12. Product Place PricePromotion Communication Objective: • 49% women voters in India • To raise awareness among women to vote and select an accountable government hGps://www.youtube.com/watch?v=HUhHTJsZVXw JAAGO Re- Power of 49
- 13. Product Place PricePromotion Communication Objective: Make the brand more appealing to the youth Celebrity Endorsements
- 14. Product Similar packaging, leavesquality and sub branding techniques Geographic segmentation not present like Tata Tea Place Well established distribution channel like Tata Tea Price Priced in the same range 300-400/ kg Top Competitor- Brooke Bond
- 15. Top Competitor- BrookeBond Promotion 1.Celebrity endorsements- Akshay Kumar 2. Advertisements communicating family get together with the tagline ‘Swad apnepan ka’ 3. WOM and Digital Media The ChaiWallah campaign in Dubai >>Tea stall was put up in a Dubai festival, with the chai Wallah selling tea in the traditional Indian way. This was seen for the first time outside India and drew 500 visitors per day. It created WOM and the news went viral on online media
- 16. TataTeaKannanDevan • Karnataka, kerela • Resourced from the Kannan devi hills • ‘Heighten your senses’ • Characterised by unique taste preferred in karnataka and kerela TataTeaChakraGold • Tamil Nadu, Karnataka • Hight quality Assam leaves • ‘Gloden colour Golden taste’ • Targetting the south Indian customers who consider gold as pure and auspicious TataTeaGemini • Andhra pradesh • ‘Strong tea for strong family relations’ • Targetting Andhra community known for giving highest emphasis on family relations GEOGRAPHICAL SEGMENTATION
- 17. DEMOGRAPHIC SEGMENTATIONTatateagold • Aromacoupled with refreshing taste for premium segment who have distinguished taste preferences TatateaChakragold • Smart women from upper middle class family aged 25-40 who are empowered and is the buyer TatateaAgni • Offering for the middle class Families looking for economic value
- 18. TARGET CONSUMER Indian middleclass and upper middle class families accounting 300 million people Youth, awakening them with the ‘Jaago Re! ‘ campaign Housewives who are key in decision making hGps://www.youtube.com/watch?v=OuoDcYERiDk hGps://www.youtube.com/watch?v=8LG9xqKVyMc
- 19. POINTS OF PARITY Ø Qualityleaves/dust with good packaging Ø Good Flavour, aroma and refreshing Ø Available in different packs/sizes POINTS OF DIFFERENCE Ø Leverages Tata Brand equity Ø More diverse portfolio of products targeting different segments as compared to competitors Ø Self owned tea plantations Ø First player in the Indian market Ø Social awareness campaigns – Jaago Re and power of 49 has built strong brand image
- 20. Tata Tea isthe most aromatic tea with superior quality leaves which is not a mere wake up drink but a medium of social awakening in India POSITIONING STATEMENT
- 21. FlavourNo Flavour Fresh/Energizing Non Fresh/Non Energizing Brooke bond Taj Mahal Brooke bond Tazaa Brooke bond Red Label Tata Tea Agni Wagh bakri Tetley PERCEPTUAL MAP
- 22. High Price Fresh/Energizing NonFresh/ Non Energizing Brooke bond Taj Mahal Brooke bond Tazaa Brooke bond Red Label Tata Tea Gold Wagh bakri Kanan Devan Low Price PERCEPTUAL MAP Tata Tea Agni Tata Tea premium Brooke bond premium Lipton Darjeeling tea 600/kg450/kg200/kg 300/kg*Not to scale
- 23. SUMMARY 4 P’s Helpedus contrast Tata Tea’s offerings with its competitors The key difference lies in the promotion strategy adopted TATA is a well established and trusted brand that Tata tea leverages Tata tea is established as a strong national brand with the help of the Jaago Re campaign Tata Tea has to adopt more differentiation strategies to achieve a unique place in the perceptual map
- 24. REFERENCES • http://www.tataglobalbeverages.com/ • https://en.wikipedia.org/wiki/Tata_Global_Beverages • www.euromonitor.com • http://www.tataglobalbeverages.com/docs/documents/tatatea- sustainability-report-2013-14.pdf?sfvrsn=0 • http://www.tataglobalbeverages.com/our-investors/annual-reports
- 25. Thank you Submitted by ManilPunware Section: B Pgp30031 IIM Lucknow Submitted to: Prof Sameer Mathur Ph.D Carnegie Mellon Marketing Professor, IIM Lucknow