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