Beruflich Dokumente
Kultur Dokumente
In India, salt and integrity have a connection that stretches back to a time much before
Tata Salt was born. Tata Salt has drawn on India’s rich relationship with salt to deliver a
product that embodies reliability, honesty and credibility, qualities that emanate from the
Tata creed of business.
The company continues to educate consumers across the country about the benefits of
using an iodised and pure salt.
A measure of what the brand has come to mean to its consumers across the country has
been expressed in the Brand Equity ET Survey 2008, conducted by AC Nielsen, wherein
Tata Salt has been ranked as the Most Trusted Food Brand in India. The Desh Ka Namak
has also been ranked the No. 3 Most Trusted Brand across categories in the same survey.
Market
Tata Salt today has a 60 per cent market share in the national branded salt segment. It
sells an average of 40,000 metric tons per month and is available for its consumers at
over 12 lakh retail outlets (source: Nielsen Retail Audit, December 08).
Product
Consumed by nearly 40 million households each month, Tata Salt is a vacuum
evaporated iodised salt produced by Tata Chemicals at Mithapur, on the western coast of
Gujarat in one of the most integrated inorganic chemicals complex in India.
It contains requisite amount of Iodine that ensures proper mental development of children
and also prevents iodine deficiency disorders in adults. It undergoes stringent quality
standards prior to its distribution to different parts of India.
Applications
Due to its purity and reliable quality, Tata Salt is widely used by hotels and restaurants,
housewives, and by manufacturers of packaged snacks, colas and namkeens.
As a salt Tata Salt enhances and accentuates the flavour of vegetables and meat to add the
required taste in food. Additionally, as a carrier of the essential nutrient iodine, Tata Salt
supports in its own way, India’s public health campaign against iodine-deficiency
disorders.
Ad Campaign
Tata Salt’s current advertising campaign - “Ghul Mil” demonstrates the purity of Tata
Salt through its ability to completely dissolve in water. In fact a parallel can be drawn
between Tata Salt and the people of the nation who come together as one, whatever be
the occasion.
The Ghul Mil spirit comes alive in the way we Indians dissolve completely in our culture
irrespective of diversity.
“Hum Tata namak bachpan se khate aa rahe hain, iske alava doosra namak hamen pasand
nahin ha.i” – Shubha Tiwari, Raipur
Tata Salt
From Wikipedia, the free encyclopedia
Jump to: navigation, search
Tata Salt
Industry FMCG, Food
Founded 1983
Tata Chemicals Ltd, Bombay House, 24 Homi
Headquarters
Mody Street
Area served All over india
Key people R Mukundan (Managing Director)
Products vacuum evaporated salt
Website http://tatachemicals.com/products/tata_salt.htm
Tata Salt was launched in 1983 by Tata Chemicals as India's first packaged iodised salt
brand. The brand is now the biggest packaged salt brand in India, with a market share of
17%.
Contents
[hide]
• 4 External links
[edit] The Indian Salt Market
The market for packaged iodized salt in India is estimated to be worth Rs. 21.7 billion,
with Tata Salt commanding a sales share of Rs 3.74 billion or 17.3% of the market.
Domestic competitors include Annapurna, Captain Cook, i-shakti, Nirma Shudh and
Aashirvaad.
[edit] Product
Tata Salt is amongst the few vacuum evaporated brands on the market. The brand is
currently packaged in 500g, 1 kg and 2 kg sizes with the 1 kg size being the most
popular. The 1 kg pack retails for Rs.12 MRP.
Produced on the western tip of India in the town of Mithapur, Tata Salt reaches around
3.75 Crore Households in India according to the IMRB Household Panel. Economic
Times Brand Equity ranked Tata Salt as the "Most Trusted Food Brand" and seventh
"Most Trusted Brand" overall in its 2009 "Most Trusted Brands" survey.[1] Tata Salt has
been ranked the most trusted food brand five times since 2004.
[edit] Advertising
Tata Salt is positioned as the Desh Ka Namak in its various ads. The latest ad for the
brand Ghul Mil ad talks about the unity in diversity of India as a nation and how its
people blend with each other just the way Tata salt completely dissolves in water,
showing that it is a pure salt.
Tata Chemicals Ltd, the pioneers and undisputed leaders in the packaged salt category today
unveiled Desh ka namak, its new brand positioning and advertising campaign for Tata Salt. A
paradigm shift from the rational (right brain) advertising approach to the category, the Desh ka
namak platform will see Tata Salt take an emotional (left brain) platform, which has the potential
to be a big category clutter-breaker.
Unveiling the new positioning platform, Kapil Mehan, vice president, sales and marketing, Tata
Chemicals, said, "Although advertising for the salt category in India has traditionally focused on
detailing the functional properties of the various brands, Tata Salt, as the category leader, is best
equipped to take on the broader and more fundamental emotional aspects associated with salt.
"The new positioning juxtaposes the pungency of the product itself against the honesty and
integrity of ordinary Indians, reinforcing the brand’s leadership position, both in the marketplace
and in the minds of Indian consumers. All of which reiterates the brand’s commitment to millions
of Indians."
With the intrinsic equity and strength needed to shoulder such an emotional platform, Tata Salt
has reaffirmed its leadership position by changing the category paradigm of health and taste.
While Tata Salt has thus far been positioned on the rational aspects of 'purity', its new positioning
places this very proposition within the larger context of the consumer’s life, encompassing both
rational and emotional manifestations of purity.
Over the past year, Tata Chemicals has put in place a strong brand management, marketing and
sales team. The effective marketing initiatives are being backed on ground, by a team of large
clearing and forwarding agents (CFA) and distributors, with a focus to service the market in an
enhanced manner and ensure greater market penetration.
Coinciding with the launch of its new marketing thrust for Tata Salt, Tata Chemicals has also
unveiled the Desh ko arpan programme, that is committed to champion socially relevant causes
for under-privileged children. Through the Desh ko arpan programme, Tata Chemicals Ltd. will
contribute 10 paise for every kilo of Tata Salt sold, to a worthy cause.
On the basis of the current monthly sales of nearly 300 million packs, the monthly contribution is
expected to be in the region of Rs 30 lakh. Child Relief and You (CRY), the trust that works for
underprivileged Indian children, has been chosen as the beneficiary for this maiden effort.
The money raised will support 6 child development initiatives across the country, touching the
lives of over 12,000 children. Announcing this special initiative from the company, Kapil Mehan
said, "Our new advertising platform and the Desh ko arpan campaign have strong synergies and
the common belief in the power of ordinary individuals to make a difference.
"More importantly, Desh ko arpan provides millions of Indians, who are buyers of Tata Salt, a
genuine opportunity to make a contribution that will transform the lives of underprivileged children
across India." Commenting on the launch of the programme, Ingrid Srinath, director, resource
mobilisation, CRY, said, "We are proud to be associated with Tata Chemicals.
"The relationship is a live example of how corporates and development organisations can work
together to change the lives of our most vulnerable citizens – our children." Established in 1939,
Tata Chemicals Limited is one of India's leading manufacturers of inorganic chemicals and
fertilisers.
Part of the Rs 400-billion (US$ 9billion) Tata Group, the company owns and operates the largest
and most integrated inorganic chemical complex in the country at Mithapur, Gujarat. The fertiliser
complex in Babrala, Uttar Pradesh, is known for its world-class energy efficiency standards, and
has won several awards in the fields of environmental conservation, community development and
safety.
Tata Chemicals is today widely acknowledged as the leader in the chemicals and fertiliser
industries. The company has a turnover of about Rs1500 crore and employs about 3000
personnel.
• Tata Chemicals plans to target 40-50 per cent share of voice during the campaign.
• In the first phase, the new TVCs to be launched across all major channels.
• The new campaign will be aired in 6 languages.
The new positioning of Tata Salt
Launched in August 1983, 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.
As consumer acceptance of Tata Salt grew, so did the attractiveness of the category to potential
manufacturers, both large and small. 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, today
Tata Salt continues to be the undisputed leader in the category.
Tata Salt’s historical positioning as the 'pure salt' is rooted in the fact that it is manufactured using
the vacuum evaporation technique, which renders its end-product much purer than the more
commonly used refining technique of washing the salt with water and adding some more
chemicals.
For the Indian consumer, the reputation of the Tata name was an equally strong certification of
the product’s quality. Furthermore, the proof of purity lay in their experience of a distinctly 'saltier
salt', relative to those offered by other brands. All of this translated to a superior value proposition
for the consumer, and a dominant market share for the brand.
The model implies that customers pass through all stages in every purchase. However, in
more routine purchases, customers often skip or reverse some of the stages.
For example, a student buying a favourite hamburger would recognise the need (hunger)
and go right to the purchase decision, skipping information search and evaluation.
However, the model is very useful when it comes to understanding any purchase that
requires some thought and deliberation.
The buying process starts with need recognition. At this stage, the buyer recognises a
problem or need (e.g. I am hungry, we need a new sofa, I have a headache) or responds to
a marketing stimulus (e.g. you pass Starbucks and are attracted by the aroma of coffee
and chocolate muffins).
An “aroused” customer then needs to decide how much information (if any) is required.
If the need is strong and there is a product or service that meets the need close to hand,
then a purchase decision is likely to be made there and then. If not, then the process of
information search begins.
The usefulness and influence of these sources of information will vary by product and by
customer. Research suggests that customers value and respect personal sources more than
commercial sources (the influence of “word of mouth”). The challenge for the marketing
team is to identify which information sources are most influential in their target markets.
In the evaluation stage, the customer must choose between the alternative brands,
products and services.
Low involvement purchases (e.g. buying a soft drink, choosing some breakfast cereals
in the supermarket) have very simple evaluation processes.
The answer lies in the kind of information that the marketing team needs to provide
customers in different buying situations.
The final stage is the post-purchase evaluation of the decision. It is common for
customers to experience concerns after making a purchase decision. This arises from a
concept that is known as “cognitive dissonance”. The customer, having bought a product,
may feel that an alternative would have been preferable. In these circumstances that
customer will not repurchase immediately, but is likely to switch brands next time.
To manage the post-purchase stage, it is the job of the marketing team to persuade the
potential customer that the product will satisfy his or her needs. Then after having made a
purchase, the customer should be encouraged that he or she has made the right decision.
Perception
1. In general psychological terms, perception is our ability to make some kind of
sense of reality from the external sensory stimuli to which we are exposed.
Several factors can influence our perception, causing it to change in certain ways.
For example, repeated exposure to one kind of stimuli can either make us
oversensitive or desensitized to it. Additionally, the amount of attention we focus
on something can cause a change in our perception of it.
Branding
2. A brand, or a brand name, is the attempt to impose some kind of identifying
feature on a product or service so that it is easily recognized by the general public.
A brand is oftentimes associated with an image, a set of expectations or
recognizable logo. The goal of a brand is to set a product or service apart from
others of its kind, and influence the consumers to choose the product over similar
products simply because of its associations.
Customer Perception