HUL is an Indian consumer goods company founded in 1931 and headquartered in Mumbai. It produces soaps, detergents, shampoos, skin care products, foods and beverages. Brooke Bond is a 140-year old tea brand owned by HUL. Taj Mahal Tea, launched in 1966, was India's first premium tea and introduced tea bags and vacuum-packed tea. However, Taj Mahal Tea has been losing market share recently due to perceptions of declining quality, reduced quantities and higher prices compared to competitors like Tata Tea. The presentation analyzes Taj Mahal Tea's product portfolio, positioning, distribution and recommendations to improve its communication and promotional strategies.

1. Presented By:
Aashima Dua 2012005
Abhishek Dua 2012011
Amey Mairal 2012035
Anurupa Banerjee 2012059
Apoorv Dwivedi 2012061

2. HUL
INDUSTRY CONSUMER GOODS
FOUNDED 1931
HEADQUARTERS MUMBAI
PRODUCTS
SOAPS, DETERGENTS,
SHAMPOOS, SKIN CARE,
TOOTHPASTES,
DEODORANTS, COSMETICS,
TEA, COFFEE, PACKAGED
FOODS, ICE CREAM, AND
WATER PURIFIERS.

3. BROOKE BOND
• 140 year old brand from Unilever
• Umbrella Brand for Tea Products in India and
Pakistan
• Product Portfolio of Brooke Bond
– Red Label
– Taaza
– 3 Roses
– Taj Mahal Tea

4. TAJ MAHAL TEA
• Started in 1966.
• First Premium Tea in Market.
• First to introduce tea bags in India.
• First and only tea brand in vacuum packs.
• Introduced Dessert Tea Concept in India.

5. VISION
• Vision is to convert tea lovers into tea
connoisseurs. To this end, Taj Mahal conducts tea
appreciation workshops known as “Taj Tea Trails”.
Each session takes you on a fascinating tea journey
– brewing to appreciating the finer aspects of tea.

6. SWOT ANALYSIS
Strengths
• Annual growth
rate of 2% for
tea.
• Abundant
technical &
manpower
skills
• Good research
support by tea
growers
Weaknesses
• Labour
intensive
industry.
• No effective
Cost
Management
System
• Declining
exports form
India.
Opportunities
• Export
potential if
production can
be increased.
• Make tea more
fashionable like
coffee
• Come up with
new flavours
• Large untapped
rural market for
branded
companies.
Threats
• Global
Competition
• Low cost in
countries like
China, Kenya
& Sri Lanka.
• Imports
• Rising cost of
production.

7. STP OF TAJ MAHAL TEA
SEGMENTATION
People looking to make tea instantly
TARGET
People in the upper and middle
class
POSITIONING
As elegant and wonderful as Taj
TAGLINE
Wah Taj; Sirf Chai nahi ye hai Taj
USP
Only tea brand in India to be sold in
Vacuum sealed packs

8. PRODUCT RANGE
C
L
A
S
S
I
C
N
I
L
G
I
R
I
S

10. WHAT WENT WRONG?
• Product Quality
– “I have been drinking tea for quite a few years now, and
once I tasted Taj Mahal tea, I decided at once to stick to
this brand due to its aroma, flavor and big granules.
However off late I am continuously finding it degrading its
quality. The granules are so small that a bigger part in
package is dust only”.
• Reduced Quantity
– Consumers feel deceived as Taj Mahal goes on increasing
prices with slowly reducing quantities.

11. DISTRIBUTION STRATEGY
Factory
Carrying and
forwarding
agents
Redistribution
stockist
Wholesalers Retailers
consumers

12. ENHANCED DISTRIBUTION
Taj Mahal Tea Lounge:
The Taj Mahal tea can open dedicated tea
cafes on the lines of various coffee chains like
Barista, Starbucks, CCD. These tea cafes
would be selling different variants of Taj
Mahal tea and offering snacks to munch
along with tea. These cafes would come up in
states of eastern India first preferably in cities
Kolkata and Darjeeling to name a few as here
tea is preferred more than any other
beverages. The cafes would offer the
customers to purchase tea packets and tea
bags as well along with the consumption.

13. PRICING
• Priced much higher than its main competitors such
as Tata Tea Premium & Tata Tea Gold.
• Lower prices by Tata became one of the reasons for
losing market share of Taj Mahal Tea.
• Customer Perception : A pack sold as 250 gm pack
actually weighing 245 gm lead to dissatisfaction
among the customers.

14. VALUE PROPOSITION
• Wah Taj!
• Sabse Khas Taj Ehsas!
• Wah Wah Taj!
• Hazarron Main Ek!

15. COMMUNICATION STRATEGIES

16. ADVERTS

17. IMPROVING COMMUNICATION
• Start campaign on
Facebook.
• Promoting Variants
• Promoting Mock Tails.

18. BRAND
AMBASSADORS

19. PROPOSED BRAND AMBASSADORS

20. OTHER PROMOTIONAL
STRATEGIES
Office Contracts:
– Contracting with offices to have
Taj Mahal tea vending machines at
corporate offices.

21. • Conducted by tea expert Yangdup Lama.
• An ecstatic journey in knowing more about Tea.
• Endorsed by Saif Ali Khan.

22. THANK YOU...