Tata Tea is India's largest packaged tea brand that was founded over 25 years ago. It owns 27 tea estates across India and aims to be the foremost tea-based beverage company through innovation and market leadership. The presentation discusses Tata Tea's product offerings, target markets of urban consumers aged 25-60 earning over 20,000 rupees, and competitors like Brooke Bond and Lipton. It also covers Tata Tea's branding, pricing, promotion, and packaging strategies to distinguish itself in the market and drive long-term growth. Suggestions are made to increase digital marketing and focus campaigns on topics appealing to youth.

1. Presented By:
Pearl Shinde. 55
Tripti Jagasia 86
Kusum Sonkar 90

2. INTRODUCTION
 Tata Tea began its journey more than 25 years ago
 Tata Tea is the largest packaged tea brand in the
country
 Headquarter in Kolkata owns 27 tea estates in
Assam, West Bengal, Kerala

3.  Vision:
Be India’s foremost tea based beverage
company
 Mission:
Achieve market and thought leadership for
branded tea in India
Be recognised as the foremost innovator in tea
and tea based beverage solutions
Drive long term profitable growth

4. Product offering

5. Segmenting
 Geographic - urban areas and semi urban
 Demographic - Income
 Psychographics
 Lifestyle
 Values
 Behavior Segmentation
 Usage
 Loyalties

6. Targeting
 Demographic
 Men, Women, Housewives.
 Urban Areas, Semi Rural areas who’d go for value
for money.
 Age: 25 to 60 years
 Income (20,000< above)
 Psychographic:
Energetic, Knowledgeable, Responsible, Trendy &
Ambitious

7. Positioning
Jaago re

8. Competition
 Brooke Bond – Tazaa
 Lipton - Darjeeling
 Assam Tea
Strategy against competitor’s:
 Pricing is on a par.
 Unique blend & Superior packaging

9. Packaging
Innovations Tata Tea Premium

10. Pricing Program
 To set higher price but offering more value for
it.
 Building value around its brand by distinguish
it from competitor’s.
 Price for 250gm pack in northern India,
approx. Rs.50/-
 Penetrating Strategy.
 Buy value for money, not cheap product

11. Branding Strategy
 Company is drawing up fresh strategies
 Company’s game plan includes
increased focus on rural markets (value
packs strategy).
 New format is a 360 degree ad
campaign focusing on rural markets with
value-packs, prices at Rs 1, 5 and 10 in
rural markets.

12. Promotions
 Tata Tea has been a promoter of social
awakening and action
 Encouraging young people to vote,
inviting consumers to pledge against
bribery to making a ‘Badey Badlav Ki
Choti Shuruaat’ by putting women first.
 The latest Jaago Re campaign
 www.jaagore.com is the brand's "Walk
the Talk" platform

13. Suggestion
 They should do more of digital marketing.
 More ideas on their campaigns.
 They focus more on political based
campaigns, we suggest they should focus
more on what the youth likes also.

14. Thank You