VIVEK COLLEGE OF COMMERCE
VIVEK COLLEGE OF COMMERCE
CHAPTER 1: INTRODUCTION
Tata Global Beverages Limited (formerly Tata Tea Limited) is an
Indian multinational non-alcoholic beverages Company headquartered
in Kolkata, West Bengal, India and a subsidiary of the Tata Group.
It is the world's second-largest manufacturer and distributor of
tea and a major producer of coffee.
Tata Global Beverages markets tea under the major brands Tata
Tea, Tetley, Good Earth Teas and Jemca. Tata Tea is the
biggest-selling tea brand in India, Tetley is the second
biggest-selling tea brand in the United Kingdom and Canada and the
second biggest-selling in the United States and Jemca is the
biggest-selling tea brand in the Czech Republic.
Tata Global Beverages ventured into the Indian cafe market with
a 50/50 joint venture with Starbucks Coffee Company. The coffee
shops branded as "Starbucks Coffee - A Tata Alliance" will source
coffee beans from Tata Coffee, a subsidiary company of Tata Global
Beverages.
Tata Global Beverages is today an integrated beverage business
that has set out on a journey to become a global leader in branded
good for you beverages through innovation, strategic acquisition
and organic growth. With over 200 years of history in the beverage
market and a heritage of innovation and development, Tata Global
Beverages has successfully evolved from a predominantly domestic
Indian tea farming company to become a marketing and brand focused
global organization with a portfolio of strong brands.
Formerly known as Tata Tea, the business diversified and
expanded significantly over the last decade. Tata Global Beverages
now employs around 3,000 people with a significant presence in over
40 countries worldwide. It recently opened its new corporate
headquarters, located in the UK (Uxbridge, West London). The group
is now making strong strides towards its mission of life-enhancing
sustainable hydration with the recent JV agreement with PepsiCo in
the area of non-carbonated ready-to-drink beverages, focused on
health and enhanced wellness and the acquisition of a stake in
Activate, a performance beverage and bottled water company in the
United States.
Tata Tea began its journey more than 25 years ago, when the
packaged tea market was dominated by one large player with over 70%
market share. While most saw entering this market as an almost
impossible task, Tata Tea saw an opportunity.
Tata Tea is the largest packaged tea brand in the country with
one in three Indian households having consumed it over the course
of last year Successful across India with 4 national and 3 regional
brands to cater to the diverse consumer preferences The landmark
'Tata Tea Jaago Re'; campaign has transformed the way beverages are
marketed in India by repositioning tea from a mere wake up drink to
a medium of Social awakening Jaago Re today is the ONLY Social
Cause Brand in the top 50 FMCG brands on Facebook India.
Tata Tea has been a promoter of social awakening and action
right from encouraging young people to vote, inviting consumers to
pledge against bribery to making a Badey Badlav Ki Choti Shuruaat
by putting women first.The latest Jaagore campaign unveiled as a
part of the re-launch of Tata Tea Gold is called Power of 49 Tata
Tea gold has 15% long leaves in it that open up and release a
superior aroma. Just like the leaves that open, the campaign,
through the platform of Jaagore, seeks to open minds to the power
that the women of India have to bring about the change they desire.
Women constitute 49% of the voter base in India but often do not
get their due as they are not yet seen as a determining factor in
elections. The objective of this campaign is to awaken women to
this Power of 49 and encourage women to exercise their right to
vote at the next general elections.
Marketing StrategyIn spite of a global presence, the brands are
distributed differently depending on the location. As Tata tea is
far better known in India and a powerful brand there, it is pushed
on this market and countries with a large Indian population.
Therefore, Tetley is the company's global face and the largest
markets focus on the Tetley brand. Where both brands co-exist in
one market, Tetley is positioned as the premium brand.
Values and Purpose
PurposeTata Tea is committed to improving the quality of life of
the communities they serve. They do this by striving for leadership
and global competitiveness in the business sectors in which they
operate.Their practice of returning to society what they earn
evokes trust among consumers, employees, shareholders and the
community. They are committed to protecting this heritage of
leadership with trust through the manner in which they conduct our
business.
Core ValuesTatahas always beenvalues-driven. These values
continue to directthegrowth and business of Tata companies. The
five core Tata values underpinning the way they do business
are:
Integrity:We must conduct our business fairly, with honesty and
transparency. Everything we do must stand the test of public
scrutiny. Understanding:We must be caring, show respect, compassion
and humanity for our colleagues and customers around the world, and
always work for the benefit of the communities we serve.
Excellence:We must constantly strive to achieve the highest
possible standards in our day-to-day work and in the quality of the
goods and services we provide. Unity:We must work cohesively with
our colleagues across the group and with our customers and partners
around the world, building strong relationships based on tolerance,
understanding and mutual cooperation. Responsibility:We must
continue to be responsible, sensitive to the countries, communities
and environments in which we work, always ensuring that what comes
from the people goes back to the people many times over.
Tata tea is always ahead in CSR (Corporate social
responsibilities) activities, always try to connect with Indian
Nations by conveying good message to Indian people. The uniqueness
of Tata tea is about whenever it will be promoting any brand with
Indian nation, you will be assure finding that first phase of
campaigning promotion with Indian nation then 2ndphase of campaign
will be on Tata brand. The strategy of Tata is always focusing on
consumers from lower class to upper class people & gives value
for money too.Recently, Tata Tea has launched new campaignSoch
Badlo (Change mind) with Jaago re (Awakening)whereas Jaago re
(Awakening) campaign was getting huge response when it has been
launched in 2009, still it is getting positive feedback, and taking
good initiatives towards politics, corruption issues. From starting
to end, the concept and message is being always same, maintain
consistency with innovative campaign. Each campaign touches your
heart, because it shows real facts about India..
Tata Tea brand Punch line:-Jaago re (Awakening).
25 years Silver Jubilee new campaign: -Soch Badlo (Change mind,
thoughts).
The brief about Soch Badlo (Change mind, thoughts)
campaign:-Daily, Indian people are reading news about scam,
corruption and same thing has shown in campaign, a man has lost
hope about Indian nation, his mind became negative towards country
due to scam, manipulation, corruption etc. And, telling his wife to
make tea soon, and then suddenly track change.
Role of woman empower, wife is telling about how to making tea,
when water is boiling, then it will have strength, sweetness that
the same message is conveying about India. Likewise, India is
boiling, and will come strength; sweetness then the colors will be
change of India. The conclusion is about think positive, change
your negative mind. Drink Tata tea, will be getting strength,
sweetness and change the colors. India will be changing soon.The
voice over saying 25 year old brand Tata tea salutes to 64 year old
brand India.
CHAPTER 2: TATA TEA CODE OF CONDUCT
This comprehensive document serves as the ethical road map for
Tata Tea employees and companies, and provides the guidelines by
which the group conducts its businesses. The Tata Tea Code of
Conduct is a set of principles that guide and govern the conduct of
Tata Tea companies and their employees in all matters relating to
business. First elucidated in 1998, the Code lays down the ethical
standards that Tata Tea employees have to observe in their
professional lives, and it defines the value system at the heart of
the Tata Tea and its many business entities.
The Code is a dynamic document that reinforces the Tata Tea
canon of honorable behaviour in business. While it has remained
unaltered at its core, the Code has been modified down the years to
keep it in step with changing regulatory norms in the different
parts of the world that Tata Tea companies now do business. These
modifications have reinforced the Code, and enable it to reflect
the diverse business, cultural and other factors that have a
bearing on the health of the Tata Tea brand.
If all of us, in our professional and personal capacities, can
internalize the beliefs enshrined in the Tata Tea Code of Conduct,
the Tata Teas legacy and its future will remain in good hands.
National InterestThe Tata Tea is committed to benefit the
economic development of the countries in which it operates. Tata
Tea shall not undertake any project or activity to the detriment of
the wider interests of the communities in which it operates.A Tata
Tea management practices and business conduct shall benefit the
country, localities and communities in which it operates, to the
extent possible and affordable, and shall be in accordance with the
laws of the land.Tata Tea, in the course of its business
activities, shall respect the culture, customs and traditions of
each country and region in which it operates. It shall conform to
trade procedures, including licensing, documentation and other
necessary formalities, as applicable.
Financial Reporting and RecordsTata Tea shall prepare and
maintain its accounts fairly and accurately and in accordance with
the accounting and financial reporting standards which represent
the generally accepted guidelines, principles, standards, laws and
regulations of the country in which the company conducts its
business affairs.Internal accounting and audit procedures shall
reflect, fairly and accurately, all of the companys business
transactions and disposition of assets, and shall have internal
controls to provide assurance to the companys board and
shareholders that the transactions are accurate and legitimate. All
required information shall be accessible to company auditors and
other authorised parties and government agencies. There shall be no
willful omissions of any company transactions from the books and
records, no advance-income recognition and no hidden bank account
and funds.Any willful, material misrepresentation of and / or
misinformation on the financial accounts and reports shall be
regarded as a violation of the Code, apart from inviting
appropriate civil or criminal action under the relevant laws. No
employee shall make, authorise, abet or collude in an improper
payment, unlawful commission or bribing.
CompetitionTata Tea shall fully support the development and
operation of competitive open markets and shall promote the
liberalisation of trade and investment in each country and market
in which it operates. Specifically, Tata Tea or employee shall not
engage in restrictive trade practices, abuse of market dominance or
similar unfair trade activities.Tata Tea or employee shall market
the companys products and services on their own merits and shall
not make unfair and misleading statements about competitors
products and services. Any collection of competitive information
shall be made only in the normal course of business and shall be
obtained only through legally permitted sources and means
Equal Opportunities EmployerTata Tea shall provide equal
opportunities to all its employees and all qualified applicants for
employment without regard to their race, caste, religion, colour,
ancestry, marital status, gender, sexual orientation, age,
nationality, ethnic origin or disability.Human resource policies
shall promote diversity and equality in the workplace, as well as
compliance with all local labour laws, while encouraging the
adoption of international best practices.Employees of a Tata Tea
shall be treated with dignity and in accordance with the Tata Tea
policy of maintaining a work environment free of all forms of
harassment, whether physical, verbal or psychological. Employee
policies and practices shall be administered in a manner consistent
with applicable laws and other provisions of this Code, respect for
the right to privacy and the right to be heard, and that in all
matters equal opportunity is provided to those eligible and
decisions are based on merit.
Gifts and DonationsTata Tea and its employees shall neither
receive nor offer or make, directly or indirectly, any illegal
payments, remuneration, gifts, donations or comparable benefits
that are intended, or perceived, to obtain uncompetitive favours
for the conduct of its business. The company shall cooperate with
governmental authorities in efforts to eliminate all forms of
bribery, fraud and corruption.However, Tata Tea and its employees
may, with full disclosure, accept and offer nominal gifts, provided
such gifts are customarily given and / or are of a commemorative
nature. Each company shall have a policy to clarify its rules and
regulations on gifts and entertainment, to be used for the guidance
of its employees.
Government AgenciesTata Tea and its employees shall not, unless
mandated under applicable laws, offer or give any company funds or
property as donation to any government agency or its
representative, directly or through intermediaries, in order to
obtain any favourable performance of official duties. Tata Tea
shall comply with government procurement regulations and shall be
transparent in all its dealings with government agencies.
Political Non-AlignmentTata Tea shall be committed to and
support the constitution and governance systems of the country in
which it operates. Tata Tea shall not support any specific
political party or candidate for political office. The companys
conduct shall preclude any activity that could be interpreted as
mutual dependence / favour with any political body or person, and
it shall not offer or give any company funds or property as
donations to any political party, candidate or campaign
Health, Safety and EnvironmentTata Tea shall strive to provide a
safe, healthy, clean and ergonomic working environment for its
people. It shall prevent the wasteful use of natural resources and
be committed to improving the environment, particularly with regard
to the emission of greenhouse gases, and shall Endeavour to offset
the effect of climate change in all spheres of its activities. Tata
Tea, in the process of production and sale of its products and
services, shall strive for economic, social and environmental
sustainability.
Quality of Products and ServicesTata Tea shall be committed to
supply goods and services of world-class quality standards, backed
by after-sales services consistent with the requirements of its
customers, while striving for their total satisfaction. The quality
standards of the companys goods and services shall meet applicable
national and international standards. Tata Tea shall display
adequate health and safety labels, caveats and other necessary
information on its product packaging.
Corporate CitizenshipTata Tea shall be committed to good
corporate citizenship, not only in the compliance of all relevant
laws and regulations but also by actively assisting in the
improvement of quality of life of the people in the communities in
which it operates. The company shall encourage volunteering by its
employees and collaboration with community groups. Tata Tea is also
encouraged to develop systematic processes and conduct management
reviews, as stated in the Tata Tea corporate sustainability
protocol, from time to time so as to set strategic direction for
social development activity. The company shall not treat these
activities as optional, but should strive to incorporate them as an
integral part of its business plan.
Public Representation of The Company and The GroupTata Tea
honours the information requirements of the public and its
stakeholders. In all its public appearances, with respect to
disclosing company and business information to public
constituencies such as the media, the financial community,
employees, shareholders, agents, franchisees, dealers, distributors
and importers, a Tata Tea company or the Tata Tea group shall be
represented only by specifically authorised directors and
employees. It shall be the sole responsibility of these authorised
representatives to disclose information about the company or the
Group.
Third Party RepresentationParties which have business dealings
with the Tata Tea but are not members of the company, such as
consultants, agents, sales representatives, distributors, channel
partners, contractors and suppliers, shall not be authorised to
represent a Tata Tea company without the written permission of the
Tata Tea company, and / or if their business conduct and ethics are
known to be inconsistent with the Code.Third parties and their
employees are expected to abide by the Code in their interaction
with, and on behalf of, a Tata Tea company. Tata Tea encourages to
sign a non-disclosure agreement with third parties to support
confidentiality of information.
Use of The Tata Tea BrandThe use of the Tata Tea name and
trademark shall be governed by manuals, codes and agreements to be
issued by Tata Tea Sons. The use of the Tata Tea brand is defined
in and regulated by the Tata Tea Brand Equity and Business
Promotion agreement. No third party or joint venture shall use the
Tata Tea brand to further its interests without specific
authorisation.
Group PoliciesTata Tea shall recommend to its board of directors
the adoption of policies and guidelines periodically formulated by
Tata Tea Sons.
ShareholdersTata Tea shall be committed to enhancing shareholder
value and complying with all regulations and laws that govern
shareholder rights. The board of directors of a Tata Tea shall duly
and fairly inform its shareholders about all relevant aspects of
the companys business, and disclose such information in accordance
with relevant regulations and agreements.
Ethical ConductEvery employee of Tata Tea, including full-time
directors and the chief executive, shall exhibit culturally
appropriate deportment in the countries they operate in, and deal
on behalf of the company with professionalism, honesty and
integrity, while conforming to high moral and ethical standards.
Such conduct shall be fair and transparent and be perceived to be
so by third parties. Every employee of Tata Tea shall preserve the
human rights of every individual and the community, and shall
strive to honour commitments. Every employee shall be responsible
for the implementation of and compliance with the Code in his / her
environment. Failure to adhere to the Code could attract severe
consequences, including termination of employment.
Regulatory ComplianceEmployees of Tata Tea, in their business
conduct, shall comply with all applicable laws and regulations, in
letter and spirit, in all the territories in which they operate.If
the ethical and professional standards of applicable laws and
regulations are below that of the Code, then the standards of the
Code shall prevail.Directors of Tata Tea shall comply with
applicable laws and regulations of all the relevant regulatory and
other authorities. As good governance practice they shall safeguard
the confidentiality of all information received by them by virtue
of their position.
Concurrent EmploymentConsistent with applicable laws, an
employee of Tata Tea shall not, without the requisite, officially
written approval of the company, accept employment or a position of
responsibility (such as a consultant or a director) with any other
company, nor provide freelance services to anyone, with or without
remuneration. In the case of a full-time director or the chief
executive, such approval must be obtained from the board of
directors of the company.
Conflict of InterestAn employee or director of Tata Tea shall
always act in the interest of the company, and ensure that any
business or personal association which he / she may have does not
involve a conflict of interest with the operations of the company
and his / her role therein. Competent authority, in the case of all
employees, shall be the chief executive, who in turn shall report
such exceptional cases to the board of directors on a quarterly
basis. In case of the chief executive and executive directors, the
Group Executive Council shall be the competent authority.An
employee or a director of Tata Tea shall not engage in any
business, relationship or activity which might conflict with the
interest of his / her company or the Tata Tea. Notwithstanding such
or any other instance of conflict of interest that exist due to
historical reasons, adequate and full disclosure by interested
employees shall be made to the companys management. It is also
incumbent upon every employee to make a full disclosure of any
interest which the employee or the employees immediate family,
including parents, spouse and children, may have in a family
business or a company or firm that is a competitor, supplier,
customer or distributor of or has other business dealings with his
/ her company.Upon a decision being taken in the matter, the
employee concerned shall be required to take necessary action, as
advised, to resolve / avoid the conflict.If an employee fails to
make the required disclosure and the management of its own accord
becomes aware of an instance of conflict of interest that ought to
have been disclosed by the employee, the management shall take a
serious view of the matter and consider suitable disciplinary
action against the employee.
Securities Transactions and Confidential InformationAn employee
of Tata Tea and his / her immediate family shall not derive any
benefit or counsel, or assist others to derive any benefit, from
access to and possession of information about the company or Group
or its clients or suppliers that is not in the public domain and,
thus, constitutes unpublished, price-sensitive insider
information.An employee of Tata Tea shall not use or proliferate
information that is not available to the investing public, and
which therefore constitutes insider information, for making or
giving advice on investment decisions about the securities of the
respective Tata Tea company, Group, client or supplier on which
such insider information has been obtained.Such insider information
might include (without limitation) the following: Acquisition and
divestiture of businesses or business units. Financial information
such as profits, earnings and dividends. Announcement of new
product introductions or developments. Asset revaluations.
Investment decisions / plans. Restructuring plans. Major supply and
delivery agreements. Raising of finances.An employee of Tata Tea
shall also respect and observe the confidentiality of information
pertaining to other companies, their patents, intellectual property
rights, trademarks and inventions; and strictly observe a practice
of non-disclosure.
Protecting Company AssetsThe assets of Tata Tea shall not be
misused; they shall be employed primarily and judiciously for the
purpose of conducting the business for which they are duly
authorised. These include tangible assets such as equipment and
machinery, systems, facilities, materials and resources, as well as
intangible assets such as information technology and systems,
proprietary information, intellectual property, and relationships
with customers and suppliers.
CitizenshipThe involvement of Tata Tea employee in civic or
public affairs shall be with express approval from the chief
executive of his / her company, subject to this involvement having
no adverse impact on the business affairs of the company or the
Tata Tea group.
Integrity of Data FurnishedEvery employee of Tata Tea shall
ensure, at all times, the integrity of data or information
furnished by him / her to the company. He / she shall be entirely
responsible in ensuring that the confidentiality of all data is
retained and in no circumstance transferred to any outside person /
party in the course of normal operations without express guidelines
from or, the approval of the management.
Reporting ConcernsEvery employee of Tata Tea shall promptly
report to the management, and / or third-party ethics helpline,
when she / he becomes aware of any actual or possible violation of
the Code or an event of misconduct, act of misdemeanor or act not
in the companys interest. Such reporting shall be made available to
suppliers and partners, too.Any Tata Tea employee can choose to
make a protected disclosure under the whistleblower policy of the
company, providing for reporting to the chairperson of the audit
committee or the board of directors or specified authority. Such a
protected disclosure shall be forwarded, when there is reasonable
evidence to conclude that a violation is possible or has taken
place, with a covering letter, which shall bear the identity of the
whistleblower.The company shall ensure protection to the
whistleblower and any attempts to intimidate him / her would be
treated as a violation of the Code.
Leadership with TrustAs any 'Tata person' will tell you, there's
something positively distinctive, something less than completely
explainable, about working for the group the experience is cast in
a hue quite different from the ordinary.The Tata name in itself is
a unique asset representingleadership with trust.
By developing a structure, systems and a workplace culture that
provides challenging jobs, rewards performance and delivers
opportunities continuously, Tata Tea is striving to get the best
out of most valuable asset Their people.Powering that quest is an
entire range of human resource initiatives aimed at realizing the
potential of and, consequently, maximizing the returns from Tata
employees. Robust leadership-development systems that accelerate
the development of current and potential leaders, a performance
culture that's calibrated through rigorous processes, and reward
mechanisms that are among the best in the corporate world.
Tatas relationship with their employees is a bond that continues
to be nourished with compassion and care. The richness of this
relationship, fashioned by a tradition of compassion and empathy,
represents a workplace culture that goes way beyond work. As an
example they can cite that long before many western industrial
nations followed suit, this company introduced the eight-hour
working day (1912), maternity leave (1928) and even profit sharing
for its employees (1934). The Tatas have implemented many such
firsts - the list is long and still growing. The TATA group is
committed to the tradition of always being fair and benevolent to
their people.
CHAPTER 3: TATA TEA CAMPAIGNS
2009 - 2010: One Billion VotesIn the year 2007, Jaago Re
launched its very first campaign with an aim to awaken the entire
nation to the fact that they tend to hold the government
accountable to various mishaps and encouraged them to participate
in the functioning of the countrys politics by voting. To further
establish this, Jaago Re highlighted the ignorance of Indian
citizens about facts like the credentials of the candidates that
represent them in a hard hitting yet witty series of films. By
launching a website, Jaago Re facilitated voter registrations which
enabled an extensive call out to the youth of the nation and
encouraged them to vote.
2010 - 2011: Khilana Bandh, Pilana ShuruKhilana Bandh was
primarily aimed at establishing the fact that corruption can be
combated if the citizens of the country did not engage in bribery.
Jaago Re stimulated the citizens of the country to discourage
bribery and not contribute to corruption. Through a website, users
we encouraged to share Anti-Corruption messages, take pledges
against paying or receiving a bribe, and confess if they had paid a
bribe.
2011 - 2012: Soch BadloSoch Badlo was aimed at bringing to light
the positive stories within the country. 'Jaago Re' chiefly
addressed the positive side to a country that was under a lot of
stress through a series of commercials and encouraged people to add
a more promising perspective to how they view the country. Jaago Re
encouraged citizens to talk about the positive stories surrounding
India and share a message of positivity with the rest of India.2012
- 2013: SimplifyJaago Re continued on a platform of positivity to
"Simplify", where though partnerships with Subject Matter Experts,
it would attempt to offer deeper insights on important matters in
newspaper headlines. This may enable a deeper understanding of the
issue at hand and could help citizens get to the root causes and
therefore solutions to problems. Simplify was launched on
"www.jaagore.com" in partnership with CHRI around the topic of
"Know Your Police". Content was created on this platform to
simplify and educate readers on their rights and obligations in
dealing with the Indian Police, and to make readers aware of their
legal rights and duties.
2012 - 2013: Choti ShuruaatWith Women's Rights and safety at the
forefront of most Indians' minds and the Delhi Rape incident,
JaagoRe shifted to a more women centric platform to launch "Choti
Shuruaat". The objective of this campaign was to encourage
individuals to make small gestures of change towards eliminating
preconceived notions that cause Gender Stereotyping.Jaago Re
partnered with leading Indian actor, Shah Rukh Khan and director,
R. Balki, to create a public service announcement broadcast on
television. In this infomercial, Shah Rukh pledged that he would
places names of actresses in his movies, before his own - a trend
that was yet unseen in conventional Bollywood cinema till date. As
on date, Shah Rukh has maintained this pledge with his new move,
Chennai Express, carrying is name after that of the movies female
lead, Deepika Padukone. In addition, JaagoRe launch a pledge drive
in partnership with Breakthrough - an NGO credited for creating the
Bell Bajao Campaign - driving individuals towards making pledges to
eradicate gender stereotypes. Over 150,000 pledges have been
created till date.
2013 - Ongoing: Power Of 49The current Jaago Re campaign has
centered around women's empowerment. The campaign aims to encourage
women - who are 49% of the electorate - to vote as a block in the
2014 Indian General Election, increasing their ability to
collectively demand attention and action from election candidates
to make changes in their election manifestos towards more women's
safety and welfare focused measures.
Tata Teas Jaago Re CampaignTata Tea, Indias largest Tea
manufacturing company launched the Jaago Re campaign in 2007 to
bring about a social awakening in the country for issues that
plague our society like political corruption, indifference of
people towards the process of electing the government, inhuman laws
etc. It is social campaign and a part of Tata Teas CSR initiative.
Tata tea partnered with Jaanagraha to launch Jaago Re One Billion
Votes, a campaign to mobilize citizens of India to register and
cast their votes in the assembly elections.
It was a drive against apathy and cynicism towards political
system. Against a belief that one vote in a billion does not
matter. The result was 6.5 million voters registered online through
the website to vote. It boosted their sales significantly and
helped Tata Tea to get an annual turnover of Rs 4,800 crore. The
company says these campaigns are not for a particular brand but for
Tata Tea as a whole. The website www.jaagore.com had more than 28
lakh visitors and a fourth of them actually voted. In 2009, they
have launched the second phase of the campaign in which they aim to
fight governmental corruption. Buoyed by the success of the
previous campaign they are calling this campaign as Aaj se Khilana
Band, Pilana shuru.
Tata Tea will also come out with a Jaago Re Corruption Index.
This will gauge the perception of people on corruption and quantify
it. It will also promote December 9, internationally marked as
Anti-Corruption Day, to make it into a national activity. The
website www.jaagore.com formed the basis for all the promotional
activities. TVCs were launched, activation campaigns held to drive
audience to the website and register themselves. The website had
various platforms to engage the audience further and keep them
associated with the brand. Not only this, the website and the cause
was promoted through other social media platforms as well, although
JaagoRe itself is a social engagement site. Social media and
engagement of the public become the core points for the success of
the project.
The success of Jaago Re by Tata Tea, My Idea from Idea Cellular
and Lead India/ Bleed India by The Times of India (Live Mint/
Thaindian/ Exchange4Media/ Hindustan Times) shows that the online
medium for the promotion of social causes is here to stay. Lets
take a look at the tools utilized:
The Website: it is an interactive forum which not only asks you
to register to vote but also asks you to support the causes of your
choice. This would help you to form communities and interact with
others who share the same opinion as you. Some of the issues which
have been put forward for discussion are other than voting rights
are corruption, education, global warming, child rights, womens
rights, civic issues and health care. Once you start supporting a
cause you can meet up with group members and plan a campaign to
fight the issue.
Blog: the website has its own blog site for people to express
their opinions and feedbacks. Apart from this the campaign was
mentioned in numerous blog posts and news reports.
Facebook and Orkut Presence: it has 15,000 members on Facebook
and almost 13,000 members on Orkut.
You Tube: the campaign came up with a series of TV commercials
all aimed at inspiring the public to join the movement. These TVCs
were put up on you tube and it received innumerable hits. With Tata
Teas Jaago Re campaign we see social cause marketing with help of
social media at its best. The campaign was based online but to
drive audience to the online activity traditional promotional
techniques had to be used.
Aaj se Khilana Bandh, Pilana ShuruTata has decided to awaken the
Indians for the cause of corruption, as we all know that corruption
is the religion of India. The new jaago re campaign urges the
citizens of the country to awaken and fight against corruption. It
urges citizens of India to take a pledge that they will not pay
bribes and let the problem grow by emphasizing that there would be
no bribes taken if there was no one to give the bribes.Slogan is -
Aaj se Khilana Bandh, Pilana Shuru, its excellent advertisement
with great message , but just I thought in India the people who
drink liquor what meaning they will get from this slogan,Pilana
Shuru, Stop giving cash, and start giving liquor or wine bottles to
get work done.
We have to ignore such things and pay attention to the point
that the slogan is reminder to the Indians that we should not give
bribe and start to get our work done without paying bribe and
without giving any liquor bottles or wine bottles to anyone. It is
our right to get our work done without spending an additional rupee
or penny.
SynopsisTata Tea launched their Jaago Re meaning Wake Up TV
campaign in an effort to wake up an apathetic nation to the issues
that affect it, literally stirring up a storm in a teacup. After
successfully drawing attention to important issues, it was time to
empower India by simplifying socially responsible action.The
challenge was to smoothly transition from being an awareness
initiative to an action oriented tool that Indians could use to
make a real change in the country by partnering with activists
& organisations who had the means to make it happen.
StrategyJaagoRe.com was thus transformed into a community
platform where individuals could partner with govt approved NGOs by
easily volunteering for their services at the click of a button.
From a simple website, Jaago Re became a social change network
where people could pick a cause close to their heart, find like
minded people, form groups, participate in discussions, write
articles and most importantly actually DO something by volunteering
for a live social project.By providing a platform for not for
profit organisations to put up social projects, and allowing site
members to apply or join these projects, Jaago Re! could now
provide a simple & easy way to take action.
Creative IdeaAt the centre of the campaign is the website
www.jaagore.com which as of today supports 10 key issues
Corruption, Education, Child Rights, Global Warming, Voting, Human
Rights, Womens rights, Health, Civic Issues, Differently Abled.
Users can create their own profiles (either as individual or as
NGO) by associating with one or more issues. The site then offers
important features of a social network such as creating profiles,
networking, creating groups and events, and contributing content
such as articles & documents related to the issue that the user
supports. The most important aspect of the website is the Social
Exchange a listings of social projects put up by the NGOS on the
website. On the Social Exchange organisations can put up all kinds
of projects where people can volunteer to work from home such as
documentation work for the NGO or work onsite like teaching street
children.
In order to Volunteer, users simply click the Volunteer button
which triggers an email to the NGO with details of the interested
user. Since all NGOs on Jaago Re! are government certified, the
whole process of volunteering becomes transparent, simple and
effective. Apart from the website, the campaign was powered by
social media with communities on Facebook and Twitter supported by
a blog.
Result and RecognitionThousands of citizens have actively
participated with the website and volunteers have fuelled over 200
+ live projects. The online movement has received recoginition from
several counters including a Silver for Best Debut Website at
Exchange for Media Digital Awards 2010, was shortlisted at the
Goafest Abbys 2010 in the Website Consumer Goods category, Silver
in the Best Digital Brand Solution category at Yahoo! Big Idea
Chair Awards and another Silver in the Best Website (Activism)
category at the W3 Awards in 2010.
Tata Teas 'Soch Badlo' CampaignIn November 2011, the Soch Badlo
campaign for Tata Tea was launched under the brands Jaago Re!
platform. The nation was in turmoil; there was a lot of negative
sentiment driven by global and domestic factors. However, India
still had a lot of positives... if only people looked at it from
this perspective. The words 'Soch Badlo' literally mean change of
perspective... leading to positivity.
A positive idea can change perspectives; Tata Tea began the Soch
Badlo campaign with this thought, targeted to bring about a
positive change in the country, thereby reinforcing brand Tata Tea
in the minds of the consumer. Executed by Madison Media Omega, the
campaign recognised how Indian citizens were becoming more
responsible to bring about a positive change.
The need of the hour was a catalyst that sowed the seed of
positivity and showed that the glass was half full, thus igniting a
chain of positive thoughts which transform into action.
The company launched the 'India Awakens' series - agents of
change and started a 25-part editorial sequence. This series
spanned over three months and featured inspirational stories of
five change agents, while calling the 'Junta' at large to share
similar acts of positivity. The 'Soch Badlo' campaign was also
spread across radio and the internet. Tata Tea has transformed a
tea brand from a mere physical awakening to emotional and social
awakening. This elevated the brand image, strongly improving the
brand in the 'aam-aadmi's' social circle.
The campaign has been shortlisted under various sub-categories
such as Best Media Innovation - Branded Content and Best Media
Strategy - Consumer Products. Through the Soch Badlo campaign, it
seeded positivity by inviting people to share their positive
stories.
The agency tapped Hindustan Times and Hindustan, with a combined
reach of 1.5 million readers in the key markets of Delhi and NCR.
This was followed by India Awakening, a 25-part editorial series
featuring 25 revolutionaries, from a poor man's 'medicine baba' to
a vigilant passport officer. These were put back to print to
complete the feedback route.
The campaign was taken on radio through Fever 101 FM to drive
interactivity. Jaagore.com was the instigator of all things
positive on the net. It garnered 25 stories in all editions of
Hindustan and Hindustan Times combined, 45 branded pointers on the
front page, 65 hours of radio programming, 38,000 commercial
seconds on the radio, and more than 300 RTL mentions (radio) across
25 different broadcasting locations.
The campaign generated more than 1,000 comments on radio;
1,50,000 interactions on social media; and 6,60,000 positive
content shared on Jaagore.com. Celebrities were also involved in
the campaign. Over all, there was 8 per cent growth in the
spontaneous recognition of the brand
Tata Tea Gives Power of 49 Wake-Up Call to PoliticiansThe Power
of 49 campaign, an extension of the brands Jago Re campaigns, aims
to make people aware of a simple statistic that women constitute 49
per cent of the vote-bank and they can make and break politicians
and governments
Jaago Re has become synonymous with awakening. Over the years,
the Tata Tea Gold campaign has been involved in awakening minds.
Its time once again to open minds and Tata Tea Gold has come out
with a new campaign Power of 49 aimed at awakening the nation to
yet another important issue women empowerment. The 39-second TVC
has been designed by Lowe Lintas.
The idea behind the campaign was to portray the increasing but
often neglected importance of women. While the problems women face
are increasing every day, it cannot be ignored that they make an
almost equal percentage of the voter base. Though women constitute
49 per cent of the voter base in our country, most of them are
unaware of this fact and the power it connotes. Tata Tea Golds new
campaign aims to educate women and the rest of the country about
this statistic and show them the impact it could have.
The TVC opens with a woman asking her politician husband if he
is going to ignore her now that elections are drawing close. She
then asks him to make a cup of tea for her, which he does. While
the tea leaves open up in the steaming kettle, the woman asks
whether her husbands mind has opened up as well. She explains that
while he can ignore her, he should not ignore the 49 per cent of
the vote bank that women constitute. If they can make a government,
they can also be the reason for its removal.
The campaign has been designed as a call to women to come
together and unite to show the nation the power of 49 per cent. As
the long leaves of the tea open up in the boiling water, the
campaign tells women to open their minds to their power. The
campaign is well timed since the elections are approaching and will
work as a reminder to both women to be aware of their power and the
government that women cannot be ignored if they wish to hold
positions in the governance of the country.
This is what set out to achieve with this campaign, by trying to
open everybodys eyes, including those of women of course, with a
simple but powerful statistic people are ignorant about a massive
49 per cent of Indias votes come from women. This means they are
truly powerful; they can vote and make or break a government. They
can bring to power a government which genuinely works for their
betterment, or in the least, governments might just start taking
women seriously by wooing this massive vote-bank as they typically
do by working in the interest of women, for the simple classic
motive of winning at the elections. So, certainly do not ignore the
Indian woman Mr Politician. Its time for you to wake up to real
power the Power of 49 per cent
Apart from the traditional media of advertising, Tata Tea Gold
also partnered with the IIFA Awards 2013 for the Power of 49
campaign. Celebrities like Shabana Azmi, Shahrukh Khan, Abhishek
Bachchan and Vidya Balan gave powerful messages telling people at
large about the Power of 49, therefore lending the power, reach and
effectiveness of Bollywood and its stars to make this important
message known.
Tata Teas earlier campaigns had been a wake-up call on different
issues, such as awakening the nation to the need to vote for the
right candidate, raising a voice against corruption and, more
recently, biases against women.
CHAPTER 4: CONCLUSION AND RECOMMENDATION
ConclusionCreating and encouraging the right organisational
culture is indeed one of the most important tasks for any
leadership team to address. The challenge is that culture cant
simply be imposed from the top down. Its an organic process that
relies on, and comes from, the whole organisation.
Leaders need to take a nurturing role to establish an
environment where great cultures can develop from within the
community of people. Providing clear vision and direction is key
giving people the context for what they are doing and why they are
doing it.
Its important to set clear expectations and empower people,
giving them the freedom to express themselves and flourish within
those defined expectations. The end goal maybe fixed, but how you
get there varies from person to person.
Leaders should model the behaviours they want from others. In
all communities, people look to their leaders for cues.
Inconsistency between what leaders say (and demand of their people)
and how they then behave poisons great cultures. Being consistent
and authentic, walking the talk, is vital for building a positive
culture. So, too, is holding people to account when they act in a
way that is inconsistent with the cultural norms. You know youve
achieved some manner of cultural success when this policing happens
between peers, and not from the top down.
The Tata tea is proud of its performance culture. They are
committed to the pursuit of challenging targets, and to safety,
environmental protection, continuous improvement, openness and
social responsibility in every aspect of our business around the
world.
Consumers and businesses alike trust Tata Group goods. There is
great respect for the Group's ability to not only churn out
trustworthy products that connect with customers but also introduce
new ways of doing things. The Tatas are relying on innovation and
breakthrough products and services to chart the future course of
their business in a world without boundaries.
'TATA' means 'management Thinking and Acting that leads to
employee Thinking and Acting. This is a very simple model of
organizational culture that is easy to understand and can be used
to help change the culture to something more powerful.The Tata
group has adopted a three-pronged strategy to encourage and enhance
innovation across business sectors, companies and regions.
The three key drivers of this strategy are better communication
and recognition of innovative ideas and efforts, facilities and
initiatives that enable learning from other companies andsupport
for collaborative research and partnerships with academia.
Recommendations
Tata tea can approach bollywood stars to promote their brand and
their message as people are more associated or influenced with such
film stars.
Tata tea can also print their various social cause messages on
their product packages.
As Tata tea is well known brand and its campaign Jaago Re is
much more known in the country it can associate the same to its
other group companies like Tata steel or TCS or Tanishq which will
enable it to promote their culture and their thinking.
Bibliography
http://www.tata.in/company/articles/inside.aspx?artid=Mqu9vNyjWzM=
http://realityviews.blogspot.in/2010/01/slogan-is-aaj-se-khilana-bandh-pilana.html
http://www.afaqs.com/news/story/35137_Emvies-2012:-Soch-Badlo-with-Tata-Tea
http://www.tataglobalbeverages.com/careers/our-culture
Business Today - Weekly Business Magazine
Organisational Culture Of Tata TeaPage 32
