CASE STUDY ON TATA

SALT

Presented by :Pooja Mathur

PGDM V (B)
68

HISTORY

The history of iodized, vacuum-evaporated,

packaged salt in India began with Tata Salt back
in 1983
By highlighting factors such as hygienic production,
purity, nutrition, and salt as a soldier in the battle
against iodine deficiency, Tata Salt sowed the
seeds of, and set the standards for, a new
category in the food additives segment.
Tata Salt was the first national brand of packaged
salt to be marketed in India. To millions of Indian
housewives it presented a welcome move away
from the loose, unbranded salt of suspect quality
to the reassurance of clean, pure salt
guaranteed by India's most trusted business house.

OVER THE YEARS

Tata Salt has held the No.1 position in the country

since its launch in 1983.
It has a 62 per cent share of the branded-salt market
and an 18 per cent share of the total salt market.
The last 19 years have seen the launch of scores of
new brands of packaged, iodised salt, including over
half-a-dozen national brands. However, Tata Salt
continues to be the undisputed leader in the
category.
It has also consistently been named one of India's
most trusted food brands since 2003 by The Economic
Times Brand Equity 'Most Trusted Brands' survey
conducted by AC Nielsen each year.

Product Profile
Tata Chemicals Ltd. manufactures four varieties
of salt:
Iodised salt

Crystalline salt

Tata Salt
i-Shakti
Tata Salt Lite
Top Salt

Samunder Crystal Salt

Vacuum salt and

Pure salt

Market Research
Due

to growing number of national and

local brands and possible market share
erosion market research was conducted
to understand the customers psyche.
Consumer thought of Tata Salt as Saltier
Salt and placed Tata Salt high on
characteristics
such
as
saltiness,
iodization,
free
flow,
purity
and
whiteness

Advertising Strategy

By late 2001 and early 2002,due to the

heavy competition faced by other players,
Tata Salt was re-introduced with new
campaign that touted its purity, a core
virtue of the brand.
It emphasized on the vacuum evaporation
technique it used
For the customer, the proof of purity lay in
their experience of saltier salt and the
certificate of trust lent by Tata name.

The Problem
Though

it enjoyed a Brand equity index

of 7 and was ahead of competition
and also having a strong brand
awareness, the difference between the
players were getting murky.

This

required a Revised Advertising

Strategy

Revised Advertising Strategy

Tata

decided that the best way to

differentiate was to connect with the
consumer at emotional level

To

grow the market by increasing the

user base and to take the brand to a
level of national icon

The Desh ka Namak Idea

In June 2002,a consumer research revealed that

consumers were feeling a deep and underlying
unrest over the weakening social framework and
corruption that was eating into Indias values
Tata salt connected itself with a universal and
emotional theme that consumers could easily
relate to :remaining true to ones salt to ones
country
Additionally, the company decided to contribute
10 paise on every packet of Tata Salt sold
between August 15 and September 15, 2002,
towards the education of deprived girl children.
The Desh Ko Arpan programme encouraged
ordinary individuals to make a difference. Over
Rs35 lakh was collected and given to Child Relief
and You through this initiative.

Result
The

campaign aired on the

eve of Independence Day,
conquered the hearts of
Indians and rejuvenated the
brand.
Tata Salt was ranked Indias
most trusted brand and
ranked 18th in the Winning
Brands Global Database
2002-2003
It was also identified as one
of the Indian Superbrands in
the year 2004

The Latest Ad campaign

Tata Salt has been known as the Desk Ka Namak

for more than two decades and launched its latest
TV commercial in 2012 on Mothers Day. The
simple yet insightful TV Commercial captures a
mothers desire to see her child grow into a good
human being. Thus, the commercial gives a
message that urges the mothers to give their
children a pinch of honesty everyday just like they
inevitably sprinkle salt on food. Thus, Tata Salt
symbolizes the value of honesty.

Most recent 'Gulmil ke' ad campaigns

creatively tapped into this emotional
connect, reinforcing Tata Salt's leadership
position in the marketplace as well as in the
consumer's mind.

Desh Ka Namak

TABcab
Tata

Salt has used taxis in Mumbai as a

medium of advertisement for its brand.
TABcab is a new taxi service in Mumbai
and currently runs 1000 cabs. Tata Salt
Lite is one of the three brands that has
taken the initiative to endorse itself on
its New Toyota Etios cabs on the boot
and on all the four doors.

TABcab

Tata Salt Lite

Tata

salts insistence on the saltiness for

taste and the adequacy of iodine to
ensure complete wellness has earned
itself the tag of desh ka namak and
the trust of its consumers across the
country. The brand has kept up with
the times by reinventing itself with the
launch of Tata Salt Lite in an age of
health consciousness.