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Presented By:Presented By:

Richa ManjhiRicha Manjhi

PriyankaPriyanka SinghSinghRajlaxmiRajlaxmi

RajuRaju JaiswalJaiswal

RaviRavi prakashprakash singhsingh

NarendraNarendra SharmaSharma

Ad campaign on Tata Tea

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Content

oo Introduction:Introduction:

-- Introduction of companyIntroduction of company

-- About the product / brandAbout the product / brand

-- ObjectivesObjectivesoo Tag lineTag line Existing and NewExisting and New

oo Print AdPrint Ad -- Existing and NewExisting and New

oo VideoVideo Existing or NewExisting or New

oo

Radio AdRadio Ad -- Existing or NewExisting or Newoo JingleJingle

oo conclusionconclusion

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Introduction of the company TypeType -- PrivatePrivate

FoundedFounded -- Kolkata, IndiaKolkata, India (1964)(1964)

Founder(s)Founder(s) -- JRD TataJRD Tata

HeadquartersHeadquarters -- BangloreBanglore, India, India

Key peopleKey people -- RatanRatan Tata (Chairman)Tata (Chairman)

ProductsProducts -- Tea, CoffeeTea, Coffee

EmployeesEmployees -- 34,596 (2006)34,596 (2006) ParentParent -- Tata GroupTata Group

SubsidiariesSubsidiaries Good Earth TeasGood Earth Teas

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Introduction of the product/brand

Set up in 1964 as a joint venture with UKSet up in 1964 as a joint venture with UK--basedbased

James Finlay.James Finlay.

Tata tea largest tea brand in India.Tata tea largest tea brand in India.

Product and brand present in 40 countries.Product and brand present in 40 countries.

Plantation activity in India and Sri Lanka.Plantation activity in India and Sri Lanka.

86% profit from branded tea sale.86% profit from branded tea sale.

Tata tea ranked the second most trusted beverageTata tea ranked the second most trusted beveragebrand in Brand Equity survey.brand in Brand Equity survey.

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Cont.

The company has five major brands in the Indian market:The company has five major brands in the Indian market:

-- Tata teaTata tea

-- TetleyTetley

-- KananKanan DevanDevan

-- Chakra GoldChakra Gold

-- Gemini (Agni)Gemini (Agni)

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DISTR

IBUTION

PLAN

MANUFACTURERMANUFACTURER

WHOLESALERWHOLESALER

DEALERDEALER

RETAILERRETAILER

CONSUMERCONSUMER

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Objectives

Marketing objectives are to:Marketing objectives are to:

Increase market share.Increase market share.

Generate brand awareness within consumer target marketGenerate brand awareness within consumer target marketand business target market.and business target market.

The road ahead promises plenty. The goal is to move theThe road ahead promises plenty. The goal is to move thebrand portfolio from its current 19 per cent value share tobrand portfolio from its current 19 per cent value share toa 25 per cent value share in the medium term.a 25 per cent value share in the medium term.

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Strengthen our business in existing geographiesStrengthen our business in existing geographies

Expansion into new geographiesExpansion into new geographies

N

ew product development and building business inN

ew product development and building business in Black TeaBlack Tea

Fruit and Herbal InfusionsFruit and Herbal Infusions

Ready to Drink TeasReady to Drink Teas

Out of homeOut of home

Building operational capability to enable the commercialBuilding operational capability to enable the commercial

business to achieve growthbusiness to achieve growth

Management StrengthManagement Strength

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Tag line

ExistingExisting NewNew

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Print Ad

ExistingExisting

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NewNew

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V

ideo Ad

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Radio Ad

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STRENGTH

MARKET LEADER

BRAND LOYALTY

DISTRIBUTION CHANNELS

INNOVATIVE FLAVOURS FOR INDIAN TASTE BUDS

ADVERTISING STRATEGY

WEAKNESS

TECHNOLOGICAL EFFECTIVENESS

COST CONTROL HEALTH RELATED ISSUES

OPPORUNITIES

UNEXPLOITED RURAL MARKETS

INCREASING NUMBER OF WORKING YOUTH WHO PREFER TEA

NEED FOR TEA

THREATS

STRONG PRESENCE OF REGIONAL COMPETITORS

COMPETITIVE PRICING

SWOT ANALYSIS OF TATA TEA

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Market segmentation:

It consists ofagroupofcustomer who share similarIt consists ofagroupofcustomer who share similar

setofwants setofwants

Geographically:Geographically:

South India, southeast India, southwest India.South India, southeast India, southwest India.

Social class:Social class:

Working class, middle class, upper middle classWorking class, middle class, upper middle class

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Product There are three national brands in the companys basket,There are three national brands in the companys basket,

Tata Tea, Tetley and Agni, and three regional brands,Tata Tea, Tetley and Agni, and three regional brands,

KananKananD

evanD

evan, Gemini andC

hakra Gold. Apart from, Gemini andC

hakra Gold. Apart frombuilding and strengthening brand imagery, the companybuilding and strengthening brand imagery, the company

has significantly increased its focus on delighting thehas significantly increased its focus on delighting the

consumer through the superiority of its product deliveryconsumer through the superiority of its product delivery..

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Pricing The company is concentrating on building value aroundThe company is concentrating on building value aroundits brands to distinguish it from competitors.its brands to distinguish it from competitors.

The median price for a 250The median price for a 250--gm pack in northern India,gm pack in northern India,Tata Teas main market, is approximately Rs 42.50Tata Teas main market, is approximately Rs 42.50

Tata Tea plans to wean away these consumers through itsTata Tea plans to wean away these consumers through itsbranding initiatives. On the basis of prices, the largestbranding initiatives. On the basis of prices, the largestsegment of the packet tea market is economy at 61 persegment of the packet tea market is economy at 61 percent where the average tea price is less than Rs 145 percent where the average tea price is less than Rs 145 per

kg; followed by the popular segment where pricing is inkg; followed by the popular segment where pricing is inthe Rs 145the Rs 145--180 per kg range and then the premium end180 per kg range and then the premium endbeyond Rs 180 per kg.beyond Rs 180 per kg.

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Distribution (place):

Should be through best known established dealers,Should be through best known established dealers,retailers.retailers.

The following distribution channel would be used forThe following distribution channel would be used fordistribution of the products in the neighboring states. Fordistribution of the products in the neighboring states. Forthe purpose ofthe purpose of

Physical flow of the productPhysical flow of the product

Information flowInformation flow

Payment flowPayment flow Promotion flowPromotion flow

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Promotion

Create an advertising campaign to build brand awarenessCreate an advertising campaign to build brand awareness

and differentiate products quality from competitorsand differentiate products quality from competitors

through emphasizing tradethrough emphasizing trade--sales promotion to supportsales promotion to support

distribution strategy.distribution strategy. Tata Teas brandTata Teas brand--building initiatives are focused on taste,building initiatives are focused on taste,

quality and imageryquality and imagery

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Positioning:

Each brand endeavors to build a lasting relationship withEach brand endeavors to build a lasting relationship with

the buyer and is strongly positioned in its particularthe buyer and is strongly positioned in its particular

segment. Tata Tea thrives on the great leaves, great tastesegment. Tata Tea thrives on the great leaves, great taste

platform in the popular category. In the premiumplatform in the popular category. In the premiumsegment, Tetley showcases the finest international blendsegment, Tetley showcases the finest international blend

for discerning consumers. Agni, in the economy segment,for discerning consumers. Agni, in the economy segment,

offers strength and a low price.offers strength and a low price.