Promotion AND Disribution Management: Submitted To
Promotion AND Disribution Management: Submitted To
Promotion AND Disribution Management: Submitted To
AND
DISRIBUTION MANAGEMENT
Submitted To
Dr. Jomon Lonappan
MBA Faculty
Submitted By
Muralidhar Baliga
II MBA ‘A’
Introduction
Tata Tea Limited, also known as Tata-Tetley, is the world' s second largest
manufacturer and distributor of tea. Tata tea is owned by India' s Tata Group,
the Tata Tea Limited. Tata tea produces major brands of tea such as Tata Tea,
Tetley, Good Earth Teas and JEM A. It is the largest tea brand in India, and has
the largest tea company in United Kingdom and Canada and the second largest
in the United States.
The product available in Tata tea industry are Gemini Tea launched in 1980,
Kanan Devan Tea launched in 1985, Chakra Gold launched in 1992, Agni Tea
launched in 1998, Tata Tea Temptation launched in 2001, Tata Tea Gold
launched in 2003, Tetley Tea launched in 2004.
About The Company
Set up in 1964 as a joint venture with UK based James Finlay and Company
to develop value-added tea, the Tata Tea Group has now product and brand
presence in 40 countries. It is one of India' s first multinational companies. The
operations of Tata Tea and its subsidiaries focus on branded product offerings in
tea, but with a significant presence in plantation activity in India and Sri Lanka.
Tea Products:
Tata Tea is now offering consumers great value with the launch
of Tata Tea Temptation – a premium, orthodox leaf tea.
Temptation will offer tea connoisseurs a ‘Rare Flavour of Assam
Leaf’ that delivers a unique taste and aroma. Tata Tea
Temptation is the first among many new products to come from
Tata Tea Limited and can be attributed to the company’s
sharply focussed philosophy - "the customer is sovereign".
Producing product in India is less expensive as India is second largest producer of tea in world tea
market and also labour is cheap here.
Product
Tata Tea will be a high quality product offered.Contents of the Tata Tea are:
40 bags, 80 bags, 150 bags, 250 bags (Family pack), the amount of bags refers to different target
groups. 40 bags for singles, 80 bags for couples, 150 bags and 250 bags are Family Packs. (250 bags
is the most famous)
Packaging:
Customer perception of a package creates brand equity and purchaser loyalty. The image
presented by the package largely determines success or failure of a tea line. Appearance
stimulates memories and emotions inside the purchaser, who oftentimes is female, often buying for
an entire family. Colour, image and slogan all combine to facilitate customer allegiance.
Place
High quality for a reasonable price can be bought from Assam & Darjeeling and will then be
blended and packed. The final product will be distributed to Retailers such as Supermarkets and
main tea shops so the end consumer has easy access to it.
Price
Reasons for pricing policy: Tata Tea is competing against the main players on the Indian Tea
Market and by setting a higher price but offering more value for it. Various promotion activities,
giveaways and advertising on radio and television will help to establish the brand and gain market
shares.
Promotion
The focus is the Indians like to purchase bargains or buy products that offer free gifts. Other
brands do not offer as many promotion and free gifts. This is why it is important to focus
especially on the Promotion activities of the marketing mix. Need to set up original events in
order to attract new customers and consumers of other tea brands.
Price List of Tata Tea Products
Quality Control
Quality is an indispensable principle of our Group. Complete quality assurance system so that it is
reflected in the values, processes, and a quality assurance evaluation has to be conducted at every
phase of operations. The company should focus towards providing quality products to its customers
which can only be achieved if we maintain quality at every level of production.
Aggressive Marketing
The Company should adapt an aggressive marketing policy to sell its products. In aggressive
marketing the company should sell more products to its existing customers and find out new
customers and win the confidence of its consumers by providing quality products at reasonable
prices.
Customer’s Relation
The Company should maintain a cordial customer relation. Customers are best critics. A time bound
system should be in place to interact with valued Customers and it also encourages regular feedback
on quality deliveries. All customer complaints should be studied, analyzed, complaints Docketed; a
detailed root cause analysis should be done after which the complaint can be closed. This ensures that
the customers remain loyal and all their complaints are addressed and acted upon. The company
should value to take action based on an understanding of the views of the customers.