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MarCom Plan for Tata Tea Prsented by: Tarun Kumar Arya
About The Company ,[object Object],[object Object],[object Object],[object Object]
About The Company ,[object Object],[object Object],[object Object],[object Object],[object Object]
About The Company ,[object Object],[object Object]
About the Company ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
About the Company ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
About the Company ,[object Object],[object Object],[object Object],[object Object]
Segmenting  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targeting  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Positioning  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PEST Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SWOT Analysis Strengths Weaknesses Opportunities Threats Market leader Technological effectiveness Unexploited rural markets Strong presence of regional competitors Brand loyalty Cost control  Increasing number of working youth who prefer tea Competitive pricing  Distribution channels Health related issues Need for tea Innovative flavours for Indian taste buds Advertising strategy
Competitive Analysis  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Competitive Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Objective ,[object Object],[object Object],[object Object],[object Object],[object Object]
Source :  All India, AC Nielsen Retail Audit , November 2007 Value Market share ALL FIGS are Moving Annual Totals  +3% +2% -7% -6%
Turnover Mix
Marcom Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marcom Plan  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marcom Plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Marketing Background Worksheet Launches Jaago Re, a holistic 360 degree advertising campaign using the unique route of social awakening  Marketing Communications 6 Achieve market and thought leadership for branded tea in India. Marketing Objectives 5 Usages, Taste and Loyalty Competitive Evaluation 4 From Packaged Tea Market  Source of business 3 In FMCG Market with local players and HUL. Market Assessment 2 Packaged Tea Product Descriptions 1 Questions Key Considerations S. No.
The Key Target Audience Worksheet ,[object Object],[object Object],[object Object]
The Decision Grid Customer  Family User owner House wives Purchaser owner House wives Decider Promotions and margins  Retailers Influencer Demand, Customers Ads, Displays Initiator Trade Consumer Role Target Audience
The Communication Strategy Worksheet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Behavior Sequence Model --------------- Purchase Facilitation Value ads and promotions  Purchase Facilitation  How is it likely to occur --------------- Promotions  ----------------------- Purchase Intention  Timing of purchase --------------- Purchase Facilitation -------------------------- Brand Awareness Where purchase is likely to occur Post Purchase Evaluation  Brand Attitude Brand Awareness  Category Need Decision roles involved Usage Purchase Information search Need Arousal Consideration at each stage Decision Stages
The IMC Task Grid Loyalty Programs Promotions  Family  Re-purchase  Usage POPs POPs House wives Brand Preference  Purchase TVCs, Prints Media, POPs TV commercial, POP  House wives  Brand Awareness and recognition Information Search/ Evaluation Broachers, trial packs Trials by News Paper etc. Family  Need creation  Need Arousal IMC Options Where and When Target Audience Communication Task Decision Stage
Consumers define the success of Tata Tea THANK  YOU

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Tata Tea

  • 1. MarCom Plan for Tata Tea Prsented by: Tarun Kumar Arya
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. SWOT Analysis Strengths Weaknesses Opportunities Threats Market leader Technological effectiveness Unexploited rural markets Strong presence of regional competitors Brand loyalty Cost control Increasing number of working youth who prefer tea Competitive pricing Distribution channels Health related issues Need for tea Innovative flavours for Indian taste buds Advertising strategy
  • 13.
  • 14.
  • 15.
  • 16. Source : All India, AC Nielsen Retail Audit , November 2007 Value Market share ALL FIGS are Moving Annual Totals +3% +2% -7% -6%
  • 18.
  • 19.
  • 20.
  • 21. The Marketing Background Worksheet Launches Jaago Re, a holistic 360 degree advertising campaign using the unique route of social awakening Marketing Communications 6 Achieve market and thought leadership for branded tea in India. Marketing Objectives 5 Usages, Taste and Loyalty Competitive Evaluation 4 From Packaged Tea Market Source of business 3 In FMCG Market with local players and HUL. Market Assessment 2 Packaged Tea Product Descriptions 1 Questions Key Considerations S. No.
  • 22.
  • 23. The Decision Grid Customer Family User owner House wives Purchaser owner House wives Decider Promotions and margins Retailers Influencer Demand, Customers Ads, Displays Initiator Trade Consumer Role Target Audience
  • 24.
  • 25. The Behavior Sequence Model --------------- Purchase Facilitation Value ads and promotions Purchase Facilitation How is it likely to occur --------------- Promotions ----------------------- Purchase Intention Timing of purchase --------------- Purchase Facilitation -------------------------- Brand Awareness Where purchase is likely to occur Post Purchase Evaluation Brand Attitude Brand Awareness Category Need Decision roles involved Usage Purchase Information search Need Arousal Consideration at each stage Decision Stages
  • 26. The IMC Task Grid Loyalty Programs Promotions Family Re-purchase Usage POPs POPs House wives Brand Preference Purchase TVCs, Prints Media, POPs TV commercial, POP House wives Brand Awareness and recognition Information Search/ Evaluation Broachers, trial packs Trials by News Paper etc. Family Need creation Need Arousal IMC Options Where and When Target Audience Communication Task Decision Stage
  • 27. Consumers define the success of Tata Tea THANK YOU