PROJECT BY –

Dimple C Vijan (13PGP015)

Pandurang Pandilwar (13PGP038)
Parthasarathi NR (13PGP039)
Siddhrtha Tiwari (13PGP055)
Gautham Jayan (13PGP123)
Nilabha Bhattacharya (13PGP120)
 CONTENTS

 About Tata Tea

 Competitors
 Consumer Behaviour
 SWOT Analysis
 STP
 External Environment
 References
ABOUT
Subsidiary of the Tata Group
It is the world's second-largest manufacturer and
distributor of tea
Tata Global Beverages Limited (formerly Tata Tea
Limited)
Headquartered in Kolkata, West Bengal, India
 Competitors and Behavioral Analysis
Tea vs Coffee - Monopolistic competitive market.
Product differentiation:
Organised: Jaago Re campaign in 2007: market share of around 15%.
Competitors:
Market leader : Brooke Bond Taj Mahal at 20.2% Mcleod Russell at 8%.

Unorganised: Fall in auction prices for tea leaves

Low entry and exit barriers,
Tactical measures like offering freebies and heavy trade discounting.

Tata Tea brand imagery with respect to competitors:

Differentiated sets of values
Strengthening product offering
Diversifying
Penetration in rural market
 SWOT ANALYSIS
STRENGTHS WEAKNESSES
 Market Leader  Highly Fragmented Market in India
 Brand Loyalty – Most trusted brand  Cost Control – Low Performance Ratios
 Global Presence – (More than 50 Countries)  Health Related Issues
 Leadership in Packaged Tea Market  Technological Effectiveness
 Distribution Channels
 Advertising Strategy

OPPORTUNITIES
 Setting footprints across the globe
 Flavored Tea Market
 Unexploited Rural Market
 Position Tea as Healthier than Coffee
THREATS
 Rising commodity costs
 Competition from Regional Players
 Youth doesn’t prefer Tea
 Substitutes like juices, cold-drinks
 SEGMENTATION
 Geographical  Demographic – Income
 Location o Premium Dust Category –
◦ Nilgiri Chakra Gold – TN & AP
◦ Assam
o Premium Leaf Category –
◦ Darjeeling
Tetley Temptations
o Medium Leaf Sector –
 Tata Tea (Regional)
Tata Tea Premium
◦ Kannan Devan
◦ Gemini o Medium Dust Category –
◦ Chakra Gold Kanan Devan & Gemini
o Popular or Economy Category –
Agni
 TARGETING AND POSITIONING
Tea thrives on the ‘Great Leaves, Great Taste’ platform in the popular category

Premium – Tetley
◦ Finest, International blend

Agni, in the economy segment

◦ Value for money
◦ Rural Areas
◦ Strong Tea at low Price

The Tata Tea – Flagship brand

◦ Jago Re Campaign
◦ Taste, Preference, Imagery
 CONSUMER BEHAVIOR
VIEWPOINT INFLUENCING FACTORS

 Awareness of tea brands  Newspaper Ads & TVCs.

 Branded tea  Family, Friends And Social

Network.
 Popularity among consumers
 Regional Buying Patterns
 Quality, Price, taste, aroma etc.
 Retailer View Point

 80% of the retailer keeps Society tea as the demand for the particular tea is very high and 65% of them
includes Tata Tea.
 The various brands of Tata tea are also dominating the market which covers 31% of the market share as
per consumer preference while the leader is Society tea with a demand of 57% despite of the reason that
the price of the tea is little high.
Survey conducted at Pune city consisting of 750 samples

Society Tea Tata Tea Brooke Bond Loose Tea Total

Popularity of a brand 80 62 55 50 247
Brand Loyalty 75 50 34 23 182
Colour 60 50 25 20 155
Price 70 54 22 20 166
TOTAL 285 216 136 113 750
 Total

Loose Tea TOTAL

Price
Brooke Bond Colour
Brand Loyalty
Tata Tea
Popularity of a brand

Society Tea

0 100 200 300 400 500 600 700 800

Conclusion
1) Out of all these four attributes the most dominating attribute that governs the
consumer buying behavior is the brand loyalty followed by popularity of the brand,
color and lastly the price.
2) Brand loyalty is the dominating attribute that governs the decision making of the
consumer despite of many popular brands available in the market, lucrative offers and
attractive advertisement consumers remains loyal to their preferred brand and
interestingly factor like price also didn’t affect their preference.
 REFERENCES

‘Consumer buying behavior in relation to consumption of Tea’ by Munmun Ghosh and Arindam Ghosh, Indian School of
Business Studies, Pune
‘Marketing Management’ by Philp Kotler .
dashboardfundas.blogspot.com/2008/09/tata-teajaago-re-campaign.html
‘Market Segmentation, Targeting And Positioning’ by Subha Rudra.
www.commodityindia.com/templates/more_articles.aspx
http://seminarprojects.com/Thread-analysis-of-tata-tea-in-indian-tea-industry-and-its-comparison-with-hul
http://forbesindia.com/printcontent/34249
http://www.scribd.com/doc/2577875/TATA-TEA
http://www.tata.in/company/articles/inside.aspx?artid=o3DcySw2zrM
THANK YOU