TATA TEA

Organization :- TATA TEA

Topic :- PACKAGING RESEARCH

Presented By:- RAHUL SHIVSHARAN (M1237) SAGAR BANSAL (M1240) TUSHAR KHARATE (M1254)

Introduction Of TATA TEA

It is a part of Tata Global Beverages. 'Superbrand' status and 2nd most trusted hot beverage

brand in India.

One of the Market leaders measured by volume and value branded packet tea

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 Devan (Kerala).

Source - Euromonitor International March 2010

Marketing & Strategic Overview

In India the total Tea Market is around 8,30,000 Tonnes in 2010 .

Out of the total tea market, 65% of the tea leaf market & 35% of the Tea Dust market is in packaged form.

Tea Leaf MarketPackaged Tea Leaf MarketUnpacked Leaf Tea Market

Tea Dust Market

Packatged Dust TeaUnpack-aged Dust Tea

Source- Euromonitor International march 2010

Market Share Distribution of Tea leaf Market

Market Share in %

0 5 10 15 20 25 30 35 40

OthersWagh BakriDuncanTata TeaHUL

HUL Lipton Brooke

Bond(Taj Mahal,

Red Label, 3 Roses, Taaza)

Past & Current Activity (Packaging)

For Instance, Tetley being one of the well known brands in terms of innovative packaging.

Transformational shift from Cardboard Packaging - Laminated packaging –Refill & Containers, changing the consumers perception on the freshness of tea.

Target Market

Target Market – Middle Class & Upper Middle Class.

Now a shift in the target audience from middle aged to youth brigade (hungry for change).

Use of Emotional Connect in Communications.

Regulation

It is subjected to various government packaging regulations according to various packaging acts.(SWMA, PFA)

In terms of Quantity & Permissible error.

Background Of the Research &Role of the Research

From the last 2 years TATA Tea has not changed its packaging.

Considering the packaging changes in competitors Products ,TATA Tea decides to launch new packaging for its own products.

To find the Perfect Eye catching Packaging design which will be accepted by the customer.

Objectives

Business Objective: To increase shelf visibility of the

product thereby increasing sales volume and also market share.

Research Objective: To find out the best packaging

design out of the given alternatives. Finding the acceptability for

package modification.

Suggested Approach & Research Target

To execute a survey on ground by showing sample products to the customers.

Targets would be housewife, working women & also youth .

Reporting Requirement

Report Would be submitted to the Board of Directors with the help of a PDF presentation and a Power point Presentation.

Timing

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.

Budget

The budget allotted for this project would be 200000/- Rs. from the Research & Development expenses.

Thank You

JAAGO RE !!!