This document discusses packaging research for Tata Tea. Tata Tea is a market leader in India for packaged tea. It aims to launch new packaging to increase shelf visibility and sales volume. Research objectives are to find the best packaging design from alternatives and test customer acceptance of modifications. A survey will be conducted with samples shown to target groups of housewives, working women and youth to gather feedback. Findings will be presented to the board with a PDF and PowerPoint presentation. The research timing is 2 months during the summer season before monsoon when tea consumption is high. The budget is 200,000 Rs.

2. Topic :- PACKAGING RESEARCH
Presented By:- RAHUL SHIVSHARAN (M1237)
SAGAR BANSAL (M1240)
TUSHAR KHARATE (M1254)

3.  It is a part ofTata Global Beverages.
 'Superbrand' status and 2nd most trusted hot beverage brand in
India.
 One of the Market leaders measured by volume and value branded
packet tea
 Successful across India with 4 national and 3 regional brands.
 Its portfolio includes Tata Tea Premium, Tata Tea Gold, Tata Tea
Agni, Life, Tata Tea Gold Darjeeling, Tata Tea Chakra Gold (
Andhra Pradesh), Tata Tea Gemini (Andhra Pradesh), Tata Kanan
Devan (Kerala).

4.  In India the totalTea Market is around 8,30,000Tonnes
in 2010 .
 Out of the total tea market, 65% of the tea leaf market
& 35% of theTea Dust market is in packaged form.
Tea Leaf Market
Packaged
Tea Leaf
Market
Unpacked
LeafTea
Market
Tea Dust Market
Packatged
DustTea
Unpackaged
DustTea
Source - Euromonitor International March 2010

5. 0 20 40
Market Share in
%
Others
Wagh Bakri
Duncan
TataTea
HUL
 HUL
 Lipton
 Brooke Bond
(Taj Mahal, Red
Label, 3
Roses,Taaza)
Source- Euromonitor International march 2010

6.  For Instance,Tetley being one of the well
known brands in terms of innovative
packaging.
 Transformational shift from Cardboard
Packaging - Laminated packaging –Refill &
Containers, changing the consumers
perception on the freshness of tea.

7.  Target Market – MiddleClass & Upper Middle
Class.
 Now a shift in the target audience from middle
aged to youth brigade (hungry for change).
 Use of Emotional Connect in Communications.

8.  It is subjected to various government packaging
regulations according to various packaging
acts.(SWMA, PFA)
 In terms of Quantity & Permissible error.

9.  From the last 2 yearsTATATea has not
changed its packaging.
 Considering the packaging changes in
competitors Products ,TATATea decides to
launch new packaging for its own products.
 To find the Perfect Eye catching Packaging
design which will be accepted by the
customer.

10.  Business Objective:
 To increase shelf visibility of the product
thereby increasing sales volume and also
market share.
 Research Objective:
 To find out the best packaging design out of the
given alternatives.
 Finding the acceptability for package
modification.

11.  To execute a survey on ground by showing
sample products to the customers.
 Targets would be housewife, working women
& also youth .

12.  ReportWould be submitted to the Board of
Directors with the help of a PDF presentation
and a Power point Presentation.

13.  The timing for the research on packaging
would be during summers but before Rainy
Season as the consumption of tea is high
during winter and Rainy season.
 The window period will be of 2 months.

14.  The budget allotted for this project would be
200000/- Rs. from the Research &
Development expenses.

15. Thank
You
JAAGO RE !!!