Tata Global Beverages Limited Formerly Tata Tea Limited is an Indian multinational non-alcoholic beverages company.

1. “Lambi
Pattiyan Khule
Khushboo Khile”

2. Tata Global Beverages Limited Formerly Tata Tea Limited is an Indian
multinational non-alcoholic beverages company headquartered in Kolkata,
West Bengal, India and a Subsidiary of the Tata Group . It is the world’s
second- largest manufacturer and distributor of tea and a major producer of
coffee.
 Industry : Non – alcoholic beverages
 Type As : Public Company
Founded : May 8, 1963
Founded : J.R.D Tata
Headquarter : Kolkata, West Bengal
Total Revenue :6909 crore’s (2018)

4. In 1964,Joint Venture

5. 1983
• James Finlay Sold its Share of Tata Finlay to Tata Family and allowed
the creation of Company- Tata Tea Ltd.
Ajoy Kumar Misra (CEO)

6.  Vision: To be the most admired natural
beverages company in the world by making a big
and lasting difference in tea and coffee.
 Mission
 Achieve market and thought leadership for branded tea in India.
Be recognized as the foremost innovator in tea.
Co-create enhanced value for all stakeholders.

7. Tata Tea is India’s largest packaged tea brand. Today, 1 in every 3 Indian
households consumes tea from the brand’s extensive range of variants.
 Tata Tea Premium is India's No. 1 branded tea, in terms of
volume as well as value. In 2007, the brand brought collective of
social awakening campaign Jaago Re, Khilana Bandh, Pilana
,Shuru.

8.  Tata Tea Teaveda is a Ayurveda Cup of Tea. Teaveda
integrates Ayurvedic wellness in a manner suited to the Indian
palate.
 Tata Tea Gold Launched in 2003, as a superior variant on the
‘aroma’ platform. Its uniqueness lies in the superior balance it
maintains between strength and aroma, which is produced by
mixing CTC granules with gently-rolled 15% longer leaves.

9.  Tata Tea Kanan Devan is the No.1 tea brand in Karnataka
and No. 2 tea brand in Kerala in the dust tea segment.
Launched in 1984 as a packaged tea brand in Kerala.
 Tata Tea Chakra Gold is the second largest tea brand in South
India and the ninth largest across India. Originally launched in
1985 as Chakra Premium Dust Tea, the product was renamed
Chakra Gold in 1989, it has built a strong equity in the markets of
Tamil Nadu and Andhra Pradesh.

10.  Gemini is a dust tea, sold in the states of Andhra Pradesh, Madhya
Pradesh, Chhattisgarh, Tamil Nadhu and Karnataka. This brand has
high component of Assam tea, which lends to its unique strength
taste and colour.
 Launched in 2014 under Tata Tea — the No. 1 tea brand in the
country. Acti Green has been specially crafted for Indian
consumers, The refreshing green tea blends are packed with
antioxidants, which come together to give consumers superior
taste.

11. Product Place Price Promotion
 Each packaging and product attributes designed keeping in mind the respective target
segment.
 E.g. Tata tea gold, Premium customer tea with 15% longer leaves.

12. Product Place Price Promotion
Produced in Assam and Darjeeling and Kannan Devan Hills in South India.
 Distribution network throughout the Country.
Tea available -South India is mainly dust, whereas the North Indians prefer leaf tea.

13. Viewed as a value for money brand.
Building value around its brand by distinguish it from competitor's.
Product Place Price Promotion

14. Product Place Price Promotion
The Jaago Re Campaign
Communication Objective:-
 Awake the youth to participate in the country election.
Digital Marketing Initiative
 Started the website Jaagore.com in 2009.
 Users can register to join.
 It includes discussion forums on social and political
issues.

15.  Also includes information and updates on political
affairs.
Celebrity endorsements-
• shahrukh khan
• kareena Kapoor Khan

16. Jaago Re…….. Power of 49%
49% women voters in India.
 To raise awareness among women to vote and select an accountable government.

17.  Target Market- Middle Class and Upper Middle Class.
 Now a Shift in the target audience from middle aged to youth
(hungry for changed)
 Use of Emotional Connect in communications.
1) 2009-10:- “One billion votes.”
2) 2010-11:- “ Khilana Bandh” Pilana Shuru”.
3)2011-12:- “Soch Badlo”.
4) 2012-13:- “ Choti Shuruat”.
 Housewives who are key in decision.

18. Product:- Similar packaging, Leaves quality and sub branding techniques.
Place:- Well established distribution channel like Tata Tea.
Price :- Price in the same range.
 Promotion:- Celebrity Endorsement’s: Akshay Kumar
Advertisement:- Communicating Family get together with the tagline ‘Swad apnepan
ka.’
Digital Media
The Chai Wallah campaign in Dubai.
>>Tea stall was put up in a Dubai festival, with the
chai Wallah selling tea in the traditional Indian way.

19. Tata is a well established and trusted brand.
 4 P’s helped as Contrast Tata Tea’s.
 The key difference lies in the promotion strategy adopted.
Tata Tea is established as a strong national brand with the help the Jaago Re…..
Campaign.
Tata Tea has to adopt more differentiation strategies to achieve a unique place in mind
of Indian Consumer.