It is a part ofTata Global Beverages.
'Superbrand' status and 2nd most trusted hot beverage brand in
One of the Market leaders measured by volume and value branded
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
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
Tea Dust Market
Source - Euromonitor International March 2010
0 20 40
Market Share in
(Taj Mahal, Red
Source- Euromonitor International march 2010
For Instance,Tetley being one of the well
known brands in terms of innovative
Transformational shift from Cardboard
Packaging - Laminated packaging –Refill &
Containers, changing the consumers
perception on the freshness of tea.
Target Market – MiddleClass & Upper Middle
Now a shift in the target audience from middle
aged to youth brigade (hungry for change).
Use of Emotional Connect in Communications.
It is subjected to various government packaging
regulations according to various packaging
In terms of Quantity & Permissible error.
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
To increase shelf visibility of the product
thereby increasing sales volume and also
To find out the best packaging design out of the
Finding the acceptability for package
To execute a survey on ground by showing
sample products to the customers.
Targets would be housewife, working women
& also youth .
ReportWould be submitted to the Board of
Directors with the help of a PDF presentation
and a Power point Presentation.
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.
The budget allotted for this project would be
200000/- Rs. from the Research &