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MARKETING PLAN
TATA TEA
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RESEARCH PROBLEM
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RESEARCH OBJECTIVE
• To analyze about the current marketing
trends in tea marketing.
• To study about competitors in the market .
•
To implement new ideas and techniques inmarketing Tata tea effectively.
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MARKET DESCRIPTION
TOP 5 TEA PRODUCING
COUNTRIES
INDIA-30%
CHINA-21%
SRILANKA-9%
KENYA-10%
INDONESIA-5%
OTHERS-25%
TOP 5 TEA CONUMING
COUNTRIES
INDIA-23%
CHINA-16%
RUSSIA-6%
UK-6%
JAPAN-5%
OTHERS-44%44
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MARKET SHARE OF TEA COMPANIES
SALES
HL LTD-32.5%
TATA-22.5%DUNCANS-6.5%
WAGH -2.9%
PVT LAB-2.2%
GOODRICKE-1.7%
GOLDEN TIPS-1.4%
OTHERS-30.2%
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ADVERTISING
• Tata has come out with an CSR (corporate
social responsibility) in Jaaga Raho…….
Campaign.
• Sania Mirza drives double digit growth of Tata
Tea
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ABOUT THE COMPANY
Set up in 1964 as a joint venture with UK-based James Finlay.
Now it is with UK-based Tetley Group.
World's second largest global brand.
Tata Tea is largest tea brand in India.
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Product and brand presence in 40 countries.
Among India's first multinational companies
.
Plantation activity in India and Sri Lanka.
86% profit from branded tea sale.
14 per cent comes from Bulk Tea, Coffee, and
Investment Income
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Tata Tea ranked the second most trusted beverage brand
in Brand Equity Survey
Year to date brand volumes grow by 14% compared to the
corresponding period of the previous year
Headquarter in Kolkata
Owns 27 tea estates in
o Assam
o West Bengal
o Kerala
Catering to all major consumer segments
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The company has five major brands in the Indianmarket
o Tata Tea
o Tetley
o Kanan Devan
o Chakra Gold
o Gemini (Agni)
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Demographics
o Income
Psychographics
o Lifestyle
o Values
Behavior Segmentation
o Usage
o Loyalties
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Income (20,000<…)
Energetic
Knowledgeable
Responsible
Trendy
Ambitious
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HOW IMPORTANT ARE THE FOLLOWING
FACTORS FOR PURCHASING TEA
FLAVOR 63%
AVAILABILITY & CONVENIENCE 58%
VISUAL APPEAL &PACKAGING 32%
MANF/EXP DATE 21%
FREQUENCY OF AD 21%
BRAND AMBASSADOR 11%
NUTRITIONAL VALUE/ CALORIE CONTENT 33%
BRAND VALUE/BRAND NAME 61%
PROMOTIONAL SCHEME/DISCOUNTS 39%PRICE 32%
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POSITIONING
“Taste Kaamyabi Ka” was the old positioning statement "of Tata Tea.
Television commercial featured, tennis star “Sania Mirza” and
prominent playback singer “Sunidhi Chauhan”
Now They are positioning themselves by the campaign “Jaago Re”.
“ Har subah sirf utho nahi Jaago Re ”
No celebrity is used in this campaign, however they are highlighting
general issues.
Taste basis
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SWOT ANALYSISSTRENGTH •MARKET LEADER
•BRAND LOYALTY
•DISTRIBUTION CHANNELS
•INNOVATIVE FLAVOURS FOR INDIAN TASTE BUDS
•ADVERTISING STRATEGY
WEAKNESS •TECHNOLOGICAL EFFECTIVENESS
•COST CONTROL
•HEALTH RELATED ISSUES
OPPURTUNITIES •UNEXPLOITED RURAL MARKETS
•INCREASING NUMBER OF WORKING YOUTH WHO PREFER TEA
•NEED FOR TEA
THREATS •STRONG PRESENCE OF REGIONAL COMPETITORS
•COMPETITIVE PRICING
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Threats
•
Unilever (Brooke Bond and Lipton) is the clear leader• Holding over 30% of the market share
• Competition from unpackaged tea – Babe Di Hatti
• Cha bars - out-of-home consumption
• More than 45,000 vending machines in India
• Sell Coffee and soft Drinks
• Malt-based beverages such as Horlicks (GlaxoSmithKline) and Bournvita
(Cadbury Schweppes), are the favourite type of hot drinks in the South .
• Soft drinks such as carbonates
• Persuading many young consumers to migrate from tea to soft
drinks.
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Counterattack
•Launched series of campaigns to promote tea as a health drink.
– Celebrities and Scientists invited to endorse the health benefits of tea
• Tata Tea have set up a fund of Rs 200 million to promote tea drinking.
• Tata Tea is the largest vertically integrated tea firm
• From its plantation activity to its packaging and marketing
initiatives.
• Acquisition of the global Tetley brand in 2000 effectively consolidated its
position in the international tea market.
• Company has been the star performer in the global tea industry in recent
years.
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COMPETITIVE ANALYSIS
Biggest competitors are local players and HLL (HUL).
Tata is getting the highest growth in its segment.
Use to change its positioning statement according the trends of themarket.
Reliable brand.
Customer retention
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COMPETITIVE ANALYSIS
• TATA TEA
• Tata Tea
• 5 brands under the main brand
• Positioning by “Jaago Re” to all
the age groups
• Competing on taste and
aspiration basis
• Fastest Growing
• HINUSTAN UNILEVER LTD.
• 2 Brands under the main brand.
o Lipton
o Brook Bond
• Positioning on youths
• Competing on taste and freshness
basis
• Highest market share
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Relevant market
BRAND
TASTE
HEALTH BENEFITS
MARKET SEGMENT
ECO FRIENDLY
NATURAL PRIVATE PERSONS
VENDING MACHINE TEA SHOPS
INSTANT TEA TEA LOVERS
TECHNOLOGY
FUNCTIONALITY
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