Ad campaign on Tata Tea

Presented By: Richa Manjhi Priyanka Singh Rajlaxmi Raju Jaiswal Ravi prakash singh Narendra Sharma

Content
o Introduction: - Introduction of company - About the product / brand - Objectives o Tag line o Print Ad o Video o Jingle o conclusion o Radio Ad Existing and New Existing and New Existing or New Existing or New

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Introduction of the company

Type - Private Founded - Kolkata, India (1964) Founder(s) - JRD Tata Headquarters - Banglore, India Banglore, Key people - Ratan Tata (Chairman) Products - Tea, Coffee Employees - 34,596 (2006) Parent - Tata Group Subsidiaries Good Earth Teas

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Introduction of the product/brand

Set up in 1964 as a joint venture with UK-based UKJames Finlay. Tata tea largest tea brand in India. Product and brand present in 40 countries. Plantation activity in India and Sri Lanka. 86% profit from branded tea sale. Tata tea ranked the second most trusted beverage brand in Brand Equity survey.

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Cont.
The company has five major brands in the Indian market: - Tata tea - Tetley - Kanan Devan - Chakra Gold - Gemini (Agni)

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DISTRIBUTION PLAN
MANUFACTURER WHOLESALER

DEALER

RETAILER

CONSUMER

Objectives
Marketing objectives are to: Increase market share. Generate brand awareness within consumer target market and business target market. The road ahead promises plenty. The goal is to move the brand portfolio from its current 19 per cent value share to a 25 per cent value share in the medium term.

 Strengthen our business in existing geographies Expansion into new geographies New product development and building business in  Black Tea  Fruit and Herbal Infusions  Ready to Drink Teas  Out of home Building operational capability to enable the commercial business to achieve growth Management Strength

Tag line
Existing New

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Print Ad
Existing New

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Video Ad

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Radio Ad

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SWOT ANALYSIS OF TATA TEA

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

Market segmentation:
It consists of a group of customer who share similar set of wants Geographically: South India, southeast India, southwest India. Social class: Working class, middle class, upper middle class

Product
There are three national brands in the companys basket, Tata Tea, Tetley and Agni, and three regional brands, Kanan Devan, Gemini and Chakra Gold. Apart from Devan, building and strengthening brand imagery, the company has significantly increased its focus on delighting the consumer through the superiority of its product delivery. delivery.

Pricing
The company is concentrating on building value around its brands to distinguish it from competitors. The median price for a 250-gm pack in northern India, 250Tata Teas main market, is approximately Rs 42.50 Tata Tea plans to wean away these consumers through its branding initiatives. On the basis of prices, the largest segment of the packet tea market is economy at 61 per cent where the average tea price is less than Rs 145 per kg; followed by the popular segment where pricing is in the Rs 145-180 per kg range and then the premium end 145beyond Rs 180 per kg.

Distribution (place):
Should be through best known established dealers, retailers. The following distribution channel would be used for distribution of the products in the neighboring states. For the purpose of  Physical flow of the product  Information flow  Payment flow  Promotion flow

Promotion
Create an advertising campaign to build brand awareness and differentiate products quality from competitors through emphasizing trade-sales promotion to support tradedistribution strategy. Tata Teas brand-building initiatives are focused on taste, brandquality and imagery

Positioning:
Each brand endeavors to build a lasting relationship with the buyer and is strongly positioned in its particular segment. Tata Tea thrives on the great leaves, great taste platform in the popular category. In the premium segment, Tetley showcases the finest international blend for discerning consumers. Agni, in the economy segment, offers strength and a low price.