TATA GLOBAL BEVERAGESA global business on a mission to lead the

world in ‘good for you’ beverages..

Presented By:--Group 2Aaushy Sangai 11HR-002Anirudh Lanka 11DM-061Megha Madan 11DM-071Sachin Pal 11FN-85Sahil Gandhi 11FN-86Sumeet Joon 11DM-162

Tata Global Beverages

• Part of the Tata Group of Companies, one of the largest and most respected business houses of India

• Headquartered at Bangalore• It is the second largest manufacturer and distributor of tea• It manufactures 70 million kilograms of tea in India, controls 54 tea

estates, ten tea blending and packaging factories and employs around 59,000 people

• The company is the largest manufacturer of Assam tea and Darjeeling tea and the second-largest manufacturer of Ceylon tea.

History• The company was setup in 1962 as Tata Finlay a joint venture between Tata

Sons & the UK based tea plantation company –James Finlay & Company• In 1983, Tata Group bought the stake belonging to the James Finlay group

to form the individual entity Tata Tea• In the same year, the company decided to move from the commodities

business to consumer branding. The first brand Tata Tea was introduced• In 1987, Tata Tea set up a fully owned subsidiary, Tata Tea Inc., in the USA.• In the 1990s, Tata Tea decided to take its brands into the global markets. It

formed an export joint venture with Britain's Tetley Tea in 1992• Other new enterprises included a majority interest in Consolidated Coffee

Ltd• In 1993, they entered into a joint venture with Allied Lyons PLC in the UK to

form Estate Tata Tetley.• The company was rechristened as Tata Global Beverages in 2010 to include

the range of health and nutritional beverages it wants to enter into via subsidiary companies

Vision & Mission Statement of the Company

Vision

To be India’s foremost tea based Beverage Company.

Mission

Achieve market & thought leadership for branded tea in India.

Be recognized as the foremost innovator in tea & tea based beverage solutions.

Product Mix

Number of Product Lines : 3Length of Product Mix : 12Width of Product Mix : 3Depth Of Product Mix : 180Consistency : The company Tata Global Beverages is committed to providing only Health drinks and is consistent in that.All new product launches and acquisitions have been in similar products or product lines

Product Mix

TATA TEA

Product Life Cycle

Tata Tea

Stage 1: Introduction Stage

• Promotion• Place

• Price• Product

TATA TEA PREMIUM - NO VARIANTS

Rs.65 for 250 gm

Campaign talks about

1.Freshness of Tea

2.Backward Integration

Outsourced Distribution to save costs and invested those costs for brand building

Cont’d

• Market Penetration Strategy• Revolutionized Tea Packaging In India by introducing Polypacking• Backward Integration :Controlling the entire value chain to ensure

Quality• It devoted its investment efforts to expanding its manufacturing

facilities in India and Sri Lanka, and establishing subsidiaries in US and UK

• Portrayed Tea as an Energy Booster and Refresher• Used Taglines like “Asli Tazgi” , “Bagano ki Tazgi” & “Naa Kahoge

to Pachtaoge”• Outsourced Distribution to save costs and invested those

costs for brand building :The distribution network was mainly limited to Northern India and metropolitian cities

Stage 2 : Growth Stage

Product

Tata Tea Premium

3 New regional variants introduced :

1.Gemini

2.Kanan Devan

3.Chakra Gold

Price*Gemini: Rs 67

Kannan Devan: Rs 36

Chakra Gold:Rs 88

Place

1.Distribution channels widened to South India-primarily to launch the local brands

Promotion

1.Chakra Gold promoted as Premium Dust Tea for South India

2.Tata Tea Premium –brand image shift.

Associating the tea with Success

All prices are for 250 gm packs

Cont’d• Focus on Diversification

• Diversifying into South India Markets with products favourable to those markets

Gemini :Dust TeaLaunched in AP,MP,TN

Kannan Devan :Tea from fertile Western GhatsLaunched in Kerela,TN,Karnataka

Chakra Gold :Premium Dust TeaLaunched in South India

Cont’d

• Consumer Communication of Chakra Gold : Golden moments in consumer’s life

• After having established the brand Tata Tea Premium, shift in Brand Image -trying to associate it with Success

• Tried to sell a dream through its tagline “Taste Kamyaabi Ka”• It was further epitomised by brand Icons Like Sania Mirza,Sunidhi

Chauhan• Promotion based on a Simple thought :Everything is possible

Stage 3 : Maturity Stage

Product : Along with Tata Tea Premium and regional variants introduced 3 new variants catering to different Economic Groups.Variants: Agni , Temptation, Tata Tea Gold

PriceAgni : Rs 41 for 250 gmTemptation : Rs 72 for 250 gmTata Tea Gold : Rs 55 for 250 gm

PromotionJaago Re!! CampaignChai Unchai Outlets

Cont’d• Focus on Market

Development

• Target Segment : Retaining the present customer base & also targeting the youth of the country

• Launching new Products into the market to cater to different segments of the Economy.

-Agni :Launched for the Economy Segment-Tata Tea Gold : Premium Segment Tea-Tata Tea Life :Black Tea with flavours of Herbs and spices.Launched for Health conscious People.

Jaago Re !! Campaign• A Social Marketing campaign promoting all the products under the Tata

Tea umbrella.

• An initiative carried between the Tata Tea company and a Bangalore based NGO – Janagraha

• The objective of this campaign was to transform tea from a medium of mere physical and mental rejuvenation to a medium of social awakening.

• Jaago re campaign was started in the year 2007.

• The campaign aims at not just creating awareness about corruption but communicating to the people that ‘You should be the change you seek’

Jaago Re!!• Keeping the need to address the problem

of corruption in mind the Jaago Re campaign has been recreated to create widespread awareness on the issue of corruption.

• Tata tea has really taken cause related marketing and corporate social responsibility to another level with Jaago re campaign and is really trying to connect with people

• It is a campaign not just against corruption but also to encourage aspiring sports star

Jaago Re!! One billion Votes• All the initiatives of this campaign dealt with awakening and enabling the

citizens of India, especially the youth.• One such initiative was to register for voting.• It sounded as a wake call for billion people of India to unite and bring

about change in the form of change in Governance• Online Voting Registration @ jaagore.com• Simplified the process of registration for voting

Chai Un-Chai

• Concept of beverage retailing-upmarket, trendy, ’chai-ka-adda’

• Aims to contemporise tea and make it the beverage of the country

• Outlets are in the following formats

1. Kiosks

2. High Street Cafes

3. Combined Outlets with bookstores & malls

SWOT Analysis

Porters Five Force Model

Competition : High

Threat of New Entrants : High

Bargaining Power of Suppliers : Low

Bargaining Power of Buyers : High

Threat of Substitute Products : Moderate

Recommendations & Suggestions

• Tata Tea Premium is priced at Rs 65 for 250 gm & Tata Tea Gold is priced at Rs 72 for 250 gm. By launching Tata Tea Gold, the company is cannibalizing the market for Tata Tea Premium.

• Should diversify and launch New Variants for Herbal Teas & Wellness Teas

• Customer Relationship Management

Thank You