Consumer Behavior Towards Tata Tea

1. Tata Tea…….. World's second largest Manufacturer & Distributor of tea

3. Tata Tea Limited Owned by India's Tata Group. Tata Tea is the largest tea brand in India. Type - Private Founded - Kolkata, India (1964) Founder(s)- JRDTata Headquarters – Bengaluru, India (Chairman)- RatanTata Products- Tea , Coffee Manufactures 70 million kg of tea in India, controls:- 54 tea Estates, in Assam, Kerala, and West Bengal Employees 34,596 (2006)

5. Packaging factories at Bangalore (Karnataka) and Naine, Allahabad (U.P.)

6. First tea company in India to set up processing and packing facilities at the tea estates itself.

7. The Tata Tea group is the world’s second largest global branded tea operation with a presence in over 60 countries.

8. Tata Tea has subsidiaries in Australia, Great Britain, United States, Czech Republic and India.

10. In 1964 , Joint Venture To develop value added teas in the growingly competitive Indian tea market. It is the world’s second largest branded tea company.

13. JV with allied Lyons Plc, Tata Tetley established. 1993, 2000 Tata Tea acquires Tetley Group Ltd 2005 Tetley Group acquires Good Earth ,U.S.A . 2006 Group acquires .

18. Tea Cultivation Tea Plucking

19. Dryer Machine Fermenting

20. Filtering Tea packaging

25. Brands… Tetley- In 70 countries & close to 11 million UK homes. Leader in black tea, Market leader in the UK and Canada . Good Earth- Started as a herbal & speciality tea business on the US west coast. Eight O’Clock Coffee- 3rd largest coffee brand by volume -US & fastest growing brands, with sales up by 17% in 2009 . Jemca- Leading tea brand in the Czech Republic , with a strong portfolio of black, green and fruit and herbal teas. Joekels- SA’s most popular household tea brands. Portfolio includes Laager Rooibos– the 2rd largest selling tea brand in South Africa

26. Vitax - Fruit and herbal tea brand in Poland &Part of Tata Global Beverages since 2007. Innovative flavours and aromas. Grand- Leading economy segment umbrella brand for consistent Quality, Good value, Coffee, Tea Instant tea drinks. 4th largest player in instant coffee in Russia. Tata Coffee - World’s largest integrated coffee businesses. Only plantation company in India. Himalayan Water 5 brands in India:- Tata Tea, Tetley, KananDevan, Chakra Gold, and Gemini

27. Superbrand’ & 2nd most trusted beverage brand in India. Volume leader with 19.1% market share in branded packet tea. Successful across India with 4 national & 3 regional brands. Promotes social awakening ‘Jaago Re’ marketing campaigns.

28. Helps you get more out of every day. Firm favourite for the busy modern day lifestyle India’s largest brand,7.4% volume & 8.5% value share in branded packet tea. Economy tea of choice. Fastest Grower. New aromas, packaging & marketing.

29. Leading premium brand in Andhra Pradesh Freshness of the KannanDevan hills , it is a leading brand in Kerala. Market leader in Andhra Pradesh, Achieving impressive year on year growth

32. Demographics

33. Income

34. Premium- Chakra Gold, a strong premium tea in Tamil Nadu and Andhra Pradesh.

35. Tetley.

36. Assam dust with a golden taste that creates golden moments.

37. Tata Tea Life with natural herbal extracts, in the premium segment.

38. Tata Tea Temptation.

39. Popular-Tata Tea

40. Economy- Agni, offers strength and a low price.

41. Priced at Rs 5, Rs 10 and Rs 30, when launched.

42. Strong presence across all the segments in the leaf tea market.

44. ValuesProducts vary in terms of- blend, pricing & packaging formats to cater to the unique needs of each segment.” Behavior segmentation Usage Loyalties Target- Housewives Rural areas Semi-rural towns and villages Segment of population in the cities who would go for the value for money, Like for branded 'kadakchai'."

45. Competitor’s Bombay Burmah Dhunseri Petro AssamCompany Jayshree Tea CCL Products DuncansInd United Nilgiri McLeod- one of the largest tea cultivators and exporter in the country

48. Strategy’s

50. Lipton's Taaza in some areas.Strategy against competitor’s Tata Tea Agni's pricing is on a par. Unique blend & Superior packaging, Tata Agni would capture the imagination of the economy segment consumers. Not using SaniaMirza for adv of Tata Tea Agni. Halo Effect

51. The adv. for Agni - More product-specific. Launching value packs. Strengthened the brew & better packaging & communication. Focus on growing in the the Asia-Pacific region, Russia, the second biggest tea market, Africa and the US.(Push Strategy) Eg- The group will use brands that are powerful in a region to push other brands in its portfolio. Tetley – Walmart Store’s.

53. Darjeeling Tea Inshop Promotion. BTL Activity in 150 retail outlets.(Kolkata) Promoter in every outlet. Involved -> Difference of CTC &Darjeeling Tea. Distribution of Leaflets. Running the promo consumer scheme- free Britannia Cookies with 100gm pack & Ceramic Tea Mug with 250gm pack

56. Taregted- Younger gen.of first time voters. 320,000 youngsters registered. Against Corruption. Against corruption. NGO 'Janaagraha Centre for Citizenship & Democracy, & a corporate 'Tata Tea". Campaign is a good fit to their attempt to umbrella brand all their tea brands. Differentiate tea brands.

58. Customer psychological profile

59. The inner psychological characteristics that both determine and reflect how a person responds to his or her environment

60. Personality of consumers towards Tata Tea There are individual differences as some consumers drink tea on daily basis, while others do not have the habit of drinking tea. Tata tea is a very familiar and trustworthy brand for those who are in the habit of drinking tea very often.

61. CONT…. Freudian Theory is suitable for the brand Tata tea. Ego is the reason for which consumers prefer the brand of tata tea.

62. Motivation as a Psychological Force Motivationis the driving force within individuals that impels them to action. Needs are the essence of the marketing concept. Marketers do not create needs but can make consumers aware of needs.

64. CONT…. According to the Maslow’s Hierarchy Of Needs Tata tea is the brand that satisfies the ego needs of the consumers. This includes the consumer’s prestige , status and self- esteem.

65. Perception The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world Elements of Perception Sensation Absolute threshold Differential threshold Subliminal perception

66. Perceptual Selection Nature of the stimulus: Includes the product’s physical attributes, package design, brand name and advertising. Expectations: Based on familiarity, previous experience and expectations. Motives: Needs or wants for a product or service. Marketer has to keep all these in mind while selling Tata tea.

67. Packaging as a Positioning Element Packaging conveys the image that the brand communicates to the buyer. Color, weight, image, and shape are all important. Repositioning might be necessary because: Increased competition Changing consumer tastes

68. Learning The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. Cognitive learning should be used for Tata tea because it is often in response to problem solving.

69. A learned predisposition to behave in a consistently favourable or unfavourable manner with respect to a given object. For Tata tea the consumers behaved in a favourable manner and showed their likeness towards the brand.

70. Attitude-Toward-The-Ad Model The advertisement of the Tata tea brand formed various feelings and judgements of the consumers towards the brand which ultimately made the brand successful in the market.

71. Role of social interactions in making purchasing decision WORD OF MOUTH AN EDITORIAL IN THE NEWSPAPER AN ARTICLE IN CONSUMER REPORTS VIEWS OF EXPERIENCED CONSUMERS IN A DISCUSSION GROUP ON THE INTERNET

72. POST PURCHASE EVALUATION THROUGH QUESTIONNAIRE WWW.MOUTHSHUT.COM CARRYING OUT A SURVEY ATTRACTIVE GIFTS IF FEEDBACK FORM FILLED CALLING THE CUSTOMER

74. Research Design : Descriptive research Design. Sampling technique- Convenience sampling. Population – 100 respondents of Chitkara University. Sample unit - Student’s of Finance and Marketing Department and some housewife’s. Sample size – 25 student of finance department 35 student of marketing department and 40 housewife. Primary Data.-Primary data has been collected by means of questionnaire method. Secondary Data.-The secondary data source of data includes company official site, various internet sites . Tools for Data Collection– Questionnaire

75. Analysis & Interpretation