Stirring the Brew - Tata Global Beverages

Tata Global Beverages The Case

After water, tea is the most widely consumed beverage in the world
Tea Industry in India

Tata Global Beverages (TGB) - History

Tetley Tata Tea Good Earth

Trend shifts More Indians Turning to Green Tea

How can TGB sustain this success and continue to grow, understanding changing consumer needs and identifying related challenges and opportunities?

CUSTOMER IS THE KING Anticipate the needs and demands before competitors.
Acquisition of new consumers Consumers are not very open to change in taste profile. Tata Tea has achieved commendable success with its innovative products, savvy packaging, attractive pricing and eye-catching advertising To sustain this success and continue to grow, understanding changing consumer needs and identifying related challenges and opportunities should be a continuous endeavor. Continuous tracking of consumer trends and practices both inside the category and outside, in India and international markets Brand communication can play a key role in ensuring top-of-the-mind recall. use a range of sophisticated market research tools to map consumer experience, identify consumer expectations and measure consumer satisfaction Continuously tracking consumer responses to all marketing activity, including communication, packaging and all promotional activities

Strategy - Market Share Growth

What Marketing strategy can TGB use to expand their rural base?

GAON CHALO.
The volumes game Packing in value

On more shop shelves

Wooing the wholesalers and kiranas too... Brewing healthy teas The right connect

Strategy Penetrating

How TGB can combat the two fold challenge of lower priced offers from local brands who offer a competitive product at a cheaper price and value added offerings in the market place.

 Brand communication can play a key role in ensuring top-of-the-mind recall. use a range of sophisticated market research tools to map consumer experience, identify consumer expectations and measure consumer satisfaction Emotional bonding with customers through brand strategy Continuously tracking consumer responses to all marketing activity, including communication, packaging and all promotional activities Variants of Tea as per the geography Improving Quality and increasing Productivity

Strategy - Market Share Growth

What should be the companys marketing & advertising plan to take on & compete with other rival MNCs?

 Aggressive Marketing Strategy Tata Tea can take advantage of the positive press on the health benefits of tea to boost the sales of its tea product line. The company can use recent studies on the health benefits of tea as the basis of its press releases and advertising campaigns. Improve Packaging Tata tea can come up with other packaging sizes to ensure that consumers will have other choices and that Tata Tea will be easily and readily available to consumers. Improve Shelf Presence Tata Tea can make a deal with retailers ensure retail shelf space and prominent positioning for Tata Tea. Although an average shopper may not notice what brands are positioned in prominent places on shelves or how much room is allotted to each manufacturer, shelf space and positioning as make or break factors in introducing new products Product Innovation Tata Tea must continue its innovative research and development strategy to come up with new flavors and products. Tata Tea has extensive research facilities on product improvement. The company can use its resources and professional expertise to come up with new flavors that will suit the continuous demand for healthy ready-to-drink ice tea. With aggressive marketing strategy and product positioning, Tata Tea can poise to take the global lead in the tea industry.

Strategy - Market Leader -Defensive

How TGB can enter in China market?

Conduct surveys to identify which market has a good potential.

Join hands with a local partner and set up a join venture company
Start marketing its product first and then look at other opportunities Can start with Tetley brand, which itself has a global presence Can enter into join venture with Zhejiang Tea Import and Export Company, which accounts for nearly 25% of Chinese exports

Strategy Market Entry

Thank You!