Tea Industry in India (2)
Post on 07-Mar-2015
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TeaTata TeaAjit D Shewale(96) Bhagawan singh(97) Halima Ram singh Pooja
Tea industry in India In all aspects of Tea production consumption and export India has emerged as world leader because it accounts for 31% global production It perhaps the only industry where India has retained leadership over the last 150 years
Statistical Facts Total turnover of tea industry is around 10,000 crores Since independence the production has grown over 250%while land area has grown just by 40% Considerable increase in export in past few years.foregin exchange per annum is 1847 crores The labor intensive tea industry directly employs 1.1 million workers Women constitute 50% of workforce.
Brands Recalled1. 2. 3. 4. 5. 6. 7. 8. 9. Parivar Tea(more than 50%)
Tea Pot Brooke Bond Red Label MayurChai SurbhiChai Tata Tea Agni chai TajMahal Assam Tea Captain Tea
Loose tea mixed per preference purchased over the counter at Kirana/General stores Always purchase packet tea (20-30; 40-50 gms)
Consumer insights All family members including kids of 3 years and above (more milk) drink tea Tea is accompanied with toast or khari biscuit for kids, adults like it by itself Homes with cows consume more tea with higher quantity of milk in it People prefer loose tea as they feel no brand offers a strong enough taste Price conscious customers: Captain Tea is preferred over Parivar simply due to price Prefer small grained tea as they believe it is stronger tasting Appearance of being expensive Products advertised on outdoor hoardings are perceived as costly Tata Tea is perceived and is considered costly based on the ads Brooke Bond Red Label perceived weak tasting
Observations: Trade Insights
Open tea eats away lots of market share of brands because of its low cost(Rs.7 for 50 Gms.)
Each shopkeeper deals with certain brands based on the local dealer (Satara) 98% ask for brands others are price conscious Branded tea is bought by office-goers/white collared people; travelers Milk powder sells in the market to day laborers Most preferred brand and sold is Parivar (Maharashtra) Many people prefer Parivar tea because of its cost, Rs.10 for 40 Gms in comparison to Rs.11 of Red Label for 50 Gms.
Even chaiwallas, do not buy brands as they think packaging cheats them of quantity
Tata Tea BrandsTataTea PremiumFlagship Brand started in 1987 Promise of freshness Create product redefinition by introducing poly packaging
Tata Tea AgniPackaging with a deep rich connoting strength and affordable price To take on loose tea market prominent in the vicinity Competitive pricing and attractive packaging able to attract price sensitive consumer
Tata tea brands Tetley Flavored teabags and green tea. Premium brand, the face of innovation for the company.
Tata tea KananDevan
Started in the late 19th century and acquired by Tata 1976 Principal markets- Tamilnadu , Kerala, Karnataka Market share in the south zone 9.8% Owing to its unique taste preferred in southern India
Tata Tea brands Tata Tea Chakra Gold High quality Assam dust tea Tea with golden taste that acts as a catalyst in creating golden moments
Laminated pack with inner gold foil, which maintains aroma.
BRAND VALUES Refreshing Aroma Success Young Healthy Innovative/Trendy Responsible
Relationship building opportunities: PositioningStrong tea with the freshness promise: fresh thoughts lead to hardworking people who evolve and progress.
Tata Tea: Taazgi as a USP, Red Label: make tea stronger Reddish tea with strong color in the grain itself Flavored tea: Elaichi, ginger and Lamsa Pricing: at Rs. 10, promotional pricing Packaging: 40 gms sachets competing with Parivar Distribution: Dealers at shops and huts/bazaars
Relationship building opportunities:Promotional Strategies Wall paintings of the brand name Direct communication by demonstration at the village bazaar Door to door personal selling by offering discounts and trial packs Sampling done through careful selection of houses with no brands Parivar: Sapat Intl recruited young men (12thgrade, communication skills) CAs (communication agents) and acted as brand ambassadors Sampling:Parivar-branded nameplates on which the CAs wrote the household's name. Families who agreed to fix this nameplate on their doors were given a free sample pack of tea.
From Taazgi to Kaamyabi Association with Success Target the Younger Generation Taste Kaamyabi Ka campaign
The New Brews Tata Tea gold Innovative Packaging 'T' (for trendy) Tetley flavoured tea bags Choice of Flavors : Masala, Ginger, Elaichi, Lemon and Early Grey Chai mein twist life mein twist campaign Not Just a Hot Cup anymore
Jaago Re Communication Objective: Make Tata tea No. 1 brand Increase Sales Social Awakening Strategy Associating tea s inherent quality to awake a person from his slumber with social awakening HarSubahSirfUthoNahin Jaago Re
Ek rishta Loyalty program for the wholesalers Accumulate points according to the quantity of tea purchased Lucky draw Prizes like gold chain
Tetley Tea Gifts and Online Shopping Tetley gift boxes, with an assortment of tea bags for greater choice. Objective: To promote Tetley as a premium segment brand. Online shopping provides an innovative way of reaching the customer
Relationship building opportunities:Suggestions and Creatives The brand advertised needs to look inexpensive yet of quality Price consciousness implies, promotional pricing will help Brand loyalty is low, so special initiatives on brand awareness required
Creative Strategy: There are radio ads, print ads and basic street plays used The creative uses a sleepy character who is the classic lazy village nobody, hanging around like a loafer on the streets (symbolize with typical dialogues and scenarios) . He drinks the tea and becomes a sharp dressing white collared executive (depending on area into a clerk/teacher etc). This creates the aspiration of people to adopt a better lifestyle in a subtle manner by creating the message that tea drinkers are evolved people.
Relationship building opportunities:Building relationship with futuristic perspective Create a brand with strong loyalty to introduce variants like ice tea for youngsters Increase consumption of branded tea by creating an aspiration towards progress and social status Relationship building by constant direct communication involving customers feedback and promotions Direct agents created in each village to communicate brand message of progress