Professional Documents
Culture Documents
SECTION: B
GROUP: 8
CHITTRESH DHAWAN
DEEP DAGA
HIMANSHU ARORA
NIKHIL SINGHVI
SWATI SINGHAL
COMPANY PROFILE
US$1.4 bn turnover
TGB is the second largest Tea company in the world
250 million servings of the brands are consumed every day
around the world
Over 3,000 employees worldwide
Three sales and marketing regions across the globe
Significant brand presence in over 40 countries
2 3/11/17
BRAND WISE SALES BREAK UP
Brands %
Tetley 39
Tata Tea 29
Eight oClock 17
Others 15
Geographi Demograp
Behavioral
c hic
Income Decision
Semi-urban Group Roles
Middle class Buyer &
(18000 Decider :
125000 pm) Housewife
City Age
Tier 1 and 20-40 years
Tier 2
4 3/11/17
PORTERS FIVE FORCES Threat of buyers
Threat of new growing
entrants bargaining power
FDI Other options
Untapped rural available
markets Threat of Product
differentiation
intense Large number of
segment rivalry consumers
Taj Mahal
Red Label
Threat of Threat of
Special
substitutable Unbranded Tea suppliers growing
products bargaining power
Large number of
Coffee
producers
Aerated drinks
Low switching costs
Energy drinks
5 3/11/17
SEGMENTATION : INCOME LEVEL
6 3/11/17
SEGMENTATION : REGION WISE
Chakra Gold
Kanan Devan
Gemini
Principal Market High quality Principal
: Tamil Nadu, Assam CTC market: Andhra
Kerela, Dust teas Pradesh,
Karnataka, Goa Brand in the Madhya
Specifically high quality & Pradesh,
sourced from high priced Chattisgarh,
the Kanan Premium Dust Tamil Nadu and
Devan Hills tea Market of Karnataka
Characterized South India Focus to be a
by its unique Theme of strong regional
taste preferred Golden touch player in
throughout and Golden Andhra Pradesh
South India woman inspired Positioned as
millions of "a strong tea
Consumers for strong
across south family
7 3/11/17
TARGET MARKET
Indian middle class and upper middle class which accounts for
nearly 300 million people
Targets the youth by embracing them with social awakening
messages
Jaago Re campaign
Targets women in a view to empower them socially
Calls out to housewives since they are the influencers and
deciders in the buying process
Power of 49 campaign
8 3/11/17
LEVEL OF
COMPETITIONUtensils Squash
Flavored
Soups Darjeeling Tea
Milk
Kitchen Mix Lemon Tea
Black Tea Butter
Towels Tea Red Label Special milk
Protein Bags Coffee
Powder Assam Loose
Jam
tea Taj Mahal Tea
Maggi Energy
Noodles Green Small Drinks
Tea tea Juices
Organic Tea leaves
Red Tea
Chocolates
Soft Drinks
Product Bread, Butter,
Form Cheese
Namkeen
Product Biscuits
Category
Generic
9 3/11/17
COMPETITOR ANALYSIS: MARKET
SHARE
Hindustal 16
15
Others 8
6 4
0
Tata Tea Gold Taj Mahal Red Label Special
Source: Euromonitor International Source: Primary data from Easyday retail store, Raj Nagar
10 3/11/17
COMPETITOR ANALYSIS: PRICING
11 3/11/17
POSITIONING
Our Tata Tea Gold is the most aromatic tea among all
premium tea brands because 15% longer superior quality
leaves
12 3/11/17
MARKETING STRATEGY
Product
15% longer leaves
Extra special as theyre gently rolled to lock in
their natural aroma
Stock Keeping Units (SKU): 100gm, 250gm,
500gm, 1 kg
Price
Pricing appropriate for target segment i.e. Middle
class
Proposition of value for money by offering high
quality tea leaves
Brand Tata Gold
Competitive Taj Mahal
pricing, lesser thanRed
most of itsWagh
(Rs.)
competitors (Rs.) Label Bakri
(Rs.) (Rs.)
Promotion
Jaago Re campaign
Gaon Chalo Abhiyaan
Power of 49 campaign
Blogs on latest social issues
Dedicated pages on social media sites like
Facebook
Voter Registration campaign
14 3/11/17
MARKETING COMMUNICATION
Post
2008
2008
2007
2006
Early
2000
s
15 3/11/17
PERCEPTUAL MAPPING
Collected consumer rating for each product for each attribute that
consumer might consider while buying packaged tea leaves
Floated consumer survey consisting of 6 X 6 + 6 Likert scale
questions and used regression modeling on them
16 3/11/17
SUMMARY OF ANALYSIS
Average Tata Tea Taj Red Label Wagh Unbrand
Score Gold Mahal Special Bakri Taaza ed
Aroma 3.60 3.87 3.53 3.05 3.42 2.95
Flavour 3.69 3.80 3.58 3.05 3.33 3.07
Advertiseme
nt 3.96 3.24 3.00 2.42 3.04 2.24
Habit 3.07 2.82 2.76 2.49 2.85 2.56
Freshness 3.51 3.56 3.31 2.91 3.15 2.89
Availability 4.16 3.64 3.60 2.67 3.24 3.25
17 3/11/17
SURVEY CHARACTERISTICS
Tea Consumption Rate Jaago Re Campaign Awareness
45% 45%
60% 55% 50%
45%
40%
35%
50% 30%
25%
20%
40% 35% 15%
9%
10%
5%
30% 0%
20%
11%
10%
0%
Light Medium Heavy
18 3/11/17
MARKET FOR PACKAGED TEA LEAVES
IN INDIA
Fresh/Energizing
4.00
3.56
3.50 3.51
3.31
3.15 Slope of
3.00 2.89 2.91 Vector
2.50 = .54
No 2.00 Flavour
Flavour 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00
1.50
1.00
0.50
0.00
Not Fresh/ Energizing
19 3/11/17
CONCLUSIONS FROM MAP
All brands considered similar in terms of characteristics form a
part of competitive set of Tata Tea Gold
As per the survey , Taj Mahal is perceived to be the best brand
in terms of the flavour and freshness that it provides
Unbranded loose tea and Wagh Bakri are low on perceived
energizing ability
Tata Tea Gold, Red Label Special and Taj Mahal compete closely
with each other. The differentiating factor is the perceived
flavour of each of them
The serious competition that Tata Tea Gold faces is from brand
Taj Mahal.
20 3/11/17
REFERENCES
http://forbesindia.com/printcontent/34249
http://pitchonnet.com/blog/2012/09/25/tata-tea-a-case-of-social-cause-
marketing/
http://www.mxmindia.com/2012/11/tata-teas-jaago-re-website-empowers-
people-to-make-a-difference/
http://articles.economictimes.indiatimes.com/2007-11-
30/news/27677020_1_peter-unsworth-percy-siganporia-vitax/2
http://www.business-standard.com/article/management/tata-tea-s-new-brew-
109061500022_1.html
http://www.tata.com/pdf/tata_review_dec_11/review_brand_awakening.pdf
www.tata.in/company/articles/inside.aspx?artid=3HnkE5Ihdvg=
http://www.tataglobalbeverages.com/docs/default-document-library/agm-2011-
12-presentation
http://economictimes.indiatimes.com/tata-global-beverages-
ltd/directorsreport/companyid-12929.cms
21 3/11/17
Thank You
22 3/11/17