TATA TEA Fulfilling a Global Vision

GROUP 31. RITABRATA GHOSH 3162. MAYANK SHARMA 3533. NIKET SHERLEKAR 3544. DISHANT SIDANA 3575. TUSHAR TEJAWAT 3656. AMIT VOHRA 3677. VIVEN ASTHANA 380

ABOUT THE COMPANY Set up in 1964 as a joint venture with UK based James Finlay

From a market share of just 3% in 1974, compared to Hindustan Unilever’s 80%, the company recently over took its closest rival with a brand share of 19.2 % compared to Hindustan Unilever’s 18.6 %

The most globalised company in the Tata portfolio is not Tata Steel or Tata Motors or even TCS, it’s Tata Tea.

Aggressively expanding globally through M&A

Acquired UK brand Tetley in 2000, a company that had 3 times the turnover of Tata Tea in India

Tata Tea is now the largest integrated player in the branded tea segment globally and has a presence in 40 countries

COMPANY EVOLUTION

1. Selling tea through the auction route.2. Many of the plantations were not making money.

1. Entry into the consumer market2. Kannan Devan is the first brand created.3. Tata Tea, Chakra Gold, Gemini, Tetley

1. Reducing dependency in one geography2. Presence in both emerging and developed markets3. Acquisition of: -Tetley (UK) -Jemca (Cz Rep) -Flosana (Poland)4. Strong presence in black tea market.

1. Globally, trend shifting towards non black tea.2. Increasing popularity of ready to drink and iced tea.3. Bought 30% stake in enhanced water brand Glaceau in the US for $670 mn.4. Competition changing from Unilever to Coca Cola and Pepsi.

Tea plantationFocus on buildingdomestic brands

Global brand portfolio

Shift towards nonblack tea-entry into beverages

COMPANY EVOLUTION (CONT)

1. Herbal Tea (Acquisition of Good Earth Tea in US).2. Fruit Tea (picked up a 33% stake in South African brand Joekels)Green Tea).

1. Presence of very strong domestic players – Nestle & Brooke Bond2. Bought the US-based Eight O' Clock Coffee for $220 million, through its subsidiary Tata Coffee.

Entry into specialty tea

Entry intocoffee

TATA TEA- A GLOBAL BRAND

• One of the very first MNC of India• India’s largest brand• Worlds second largest manufacturer

and distributor of tea• Largest manufacturer of Assam,

Darjeeling tea and second largest for Ceylon tea

• Has its presence in more than 40 countries

• Received the SuperBrand status in 2003

TATA TEA BRANDSTata Tea Premium Flagship brand, started in 1987.

Promise of freshness

Created product redefinition by introducing polypackaging.

Tata Tea Agni• Packaging with a deep rich red connoting strength and an

affordable price

• To take on the loose tea market prominent in the villages.

• Competitive pricing and attractive packaging able

to attract price-sensitive customer.

TATA TEA BRANDS CONTD…

Tetley Founded in 1837 in England, acquired by Tata Tea in 2000. Flavoured teabags and green tea. Premium brand, the face of innovation for the company.

Tata Tea Kanan Devan Started in the late 19th century and acquired by Tata in 1976 Principal markets- Tamil Nadu, Kerela, Karnataka and Goa. Market share in the south zone 9.8% Owing to its unique taste preferred in the Southern India

TATA TEA BRANDS CONTD…

Tata Tea Chakra Gold High quality Assam Dust tea. Tea with `golden taste' that acts as a catalyst in

creating golden moments. Laminated pack with inner gold foil, which maintains the

aroma.

BRAND VALUES

Refreshing Aroma Success Young Healthy Innovative/ Trendy Responsible

COMMUNICATING THE BRAND VALUE

IMC

DECISION STAGE

COMMUNICATION TASK

TARGET AUDIENCE

IMC OPTIONS

Need arousal Need creation Family Broachers, trial packs

Information search / evaluation

Brand awareness and recognition

Housewives TVC, Print media

Purchase Brand preference

Housewives POP’s

Usage Re-purchase Family Loyalty programs

NOTHING EVER STAYS THE SAME. PERCEPTIONS CHANGE WITH TIME; SOMETIMES, THEY DON'T EVEN WAIT FOR TIME

FROM TAAZGI TO KAAMYABI

Association with Success

Target the Younger Generation

Taste Kaamyabi Ka campaign

THE NEW BREWS

Tata Tea gold – Innovative Packaging 'T' (for trendy) Tetley flavoured tea

bags Choice of Flavors : Masala, Ginger,

Elaichi, Lemon and Early Grey “Chai mein twist… life mein twist”

campaign Not Just a Hot Cup anymore

NOT JUST A HOT CUP

TATA TEA GOLD

TETLEY FLAVORED BAGS

JAAGO RE

Communication Objective: Make Tata tea No. 1 brand Increase Sales Social Awakening

Strategy – “Associating tea’s inherent quality to awake a person from his slumber with social awakening”

“Har Subah Sirf Utho Nahin – Jaago Re”

CHAI-UN-CHAI RETAIL OUTLET

Objectives: To ensure youth remains

loyal to the beverage. To introduce creativity in

the way Tea is served. Two Formats:

High Street cafes Combined outlets with

bookstores and malls Strategic Moves:

Ready to drink products Tea bags Refreshed packaging.

TETLEY TEA GIFTS AND ONLINE SHOPPING Tetley gift boxes, with an assortment of tea bags

for greater choice.

Objective: To promote Tetley as a premium segment brand.

Online shopping provides an innovative way of reaching the customer.

EK RISHTA

Loyalty program for the wholesalers Accumalate points according to the

quantity of tea purchsed Lucky draw Prizes like gold chain

THANK YOU

RESOURCES

http://myiris.com/shares/news http://www.slideshare.net/tarun_arya http://en.wikipedia.org/wiki/Tata_Tea http://tatatea.com http://economictimes.indiatimes.com/News/News_By_Industry/

Cons_Products/Liquor/Tata_Tea_goes_for_an_image_makeover/rssarticleshow/3616423.cms

http://www.financialexpress.com/news/new-brew-tata-tea-planning-product-marketing-revamp/76879/0

http://www.financialexpress.com/news/tata-tea-on-relaunch-drive-godrej-prepares-for-national-launch/69366

http://www.financialexpress.com/news/tata-tea-relaunches-chakra-gold-in-south/59393