TATA TEA

Fulfilling a Global
Vision

GROUP 3
2. RITABRATA GHOSH 316
3. MAYANK SHARMA 353
4. NIKET SHERLEKAR 354
5. DISHANT SIDANA 357
6. TUSHAR TEJAWAT 365
7. AMIT VOHRA 367
8. VIVEN ASTHANA 380
About the Company
q Set up in 1964 as a joint venture with UK based James Finlay

q 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 %

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

q Aggressively expanding globally through M&A

q Acquired UK brand Tetley in 2000, a company that had 3 times the

turnover of Tata Tea in India

q Tata Tea is now the largest integrated player in the branded tea
segment globally and has a presence in 40 countries
Company Evolution
Company Evolution (Cont)
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
Tata Tea Brands
Tata 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
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/Con
http://www.financialexpress.com/news/new-brew-tata-tea-planning
http://www.financialexpress.com/news/tata-tea-on-relaunch-drive-
http://www.financialexpress.com/news/tata-tea-relaunches-chakra