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Presentation on possible TATA tea packaging
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TATA TEA
Organization :- TATA TEA
Topic :- PACKAGING RESEARCH
Presented By:- RAHUL SHIVSHARAN (M1237) SAGAR BANSAL (M1240) TUSHAR KHARATE (M1254)
Introduction Of TATA TEA
It is a part of Tata Global Beverages. 'Superbrand' status and 2nd most trusted hot beverage
brand in India.
One of the Market leaders measured by volume and value branded packet tea
Successful across India with 4 national and 3 regional brands.
Its portfolio includes Tata Tea Premium, Tata Tea Gold, Tata Tea Agni, Life, Tata Tea Gold Darjeeling, Tata Tea Chakra Gold ( Andhra Pradesh), Tata Tea Gemini (Andhra Pradesh), Tata Kanan Devan (Kerala).
Source - Euromonitor International March 2010
Marketing & Strategic Overview
In India the total Tea Market is around 8,30,000 Tonnes in 2010 .
Out of the total tea market, 65% of the tea leaf market & 35% of the Tea Dust market is in packaged form.
Tea Leaf MarketPackaged Tea Leaf MarketUnpacked Leaf Tea Market
Tea Dust Market
Packatged Dust TeaUnpack-aged Dust Tea
Source- Euromonitor International march 2010
Market Share Distribution of Tea leaf Market
Market Share in %
0 5 10 15 20 25 30 35 40
OthersWagh BakriDuncanTata TeaHUL
HUL Lipton Brooke
Bond(Taj Mahal,
Red Label, 3 Roses, Taaza)
Past & Current Activity (Packaging)
For Instance, Tetley being one of the well known brands in terms of innovative packaging.
Transformational shift from Cardboard Packaging - Laminated packaging –Refill & Containers, changing the consumers perception on the freshness of tea.
Target Market
Target Market – Middle Class & Upper Middle Class.
Now a shift in the target audience from middle aged to youth brigade (hungry for change).
Use of Emotional Connect in Communications.
Regulation
It is subjected to various government packaging regulations according to various packaging acts.(SWMA, PFA)
In terms of Quantity & Permissible error.
Background Of the Research &Role of the Research
From the last 2 years TATA Tea has not changed its packaging.
Considering the packaging changes in competitors Products ,TATA Tea decides to launch new packaging for its own products.
To find the Perfect Eye catching Packaging design which will be accepted by the customer.
Objectives
Business Objective: To increase shelf visibility of the
product thereby increasing sales volume and also market share.
Research Objective: To find out the best packaging
design out of the given alternatives. Finding the acceptability for
package modification.
Suggested Approach & Research Target
To execute a survey on ground by showing sample products to the customers.
Targets would be housewife, working women & also youth .
Reporting Requirement
Report Would be submitted to the Board of Directors with the help of a PDF presentation and a Power point Presentation.
Timing
The timing for the research on packaging would be during summers but before Rainy Season as the consumption of tea is high during winter and Rainy season.
The window period will be of 2 months.
Budget
The budget allotted for this project would be 200000/- Rs. from the Research & Development expenses.
Thank You
JAAGO RE !!!