brand revamping ..taj mahal tea

Presented By:Aashima Dua 2012005Abhishek Dua2012011Amey Mairal2012035Anurupa Banerjee 2012059Apoorv Dwivedi2012061

HUL

INDUSTRY CONSUMER GOODS

FOUNDED 1931

HEADQUARTERS MUMBAI

PRODUCTS

SOAPS, DETERGENTS, SHAMPOOS, SKIN CARE, TOOTHPASTES, DEODORANTS, COSMETICS, TEA, COFFEE, PACKAGED FOODS, ICE CREAM, AND WATER PURIFIERS.

BROOKE BOND

• 140 year old brand from Unilever

• Umbrella Brand for Tea Products in India and

Pakistan

• Product Portfolio of Brooke Bond

– Red Label

– Taaza

– 3 Roses

– Taj Mahal Tea

TAJ MAHAL TEA

• Started in 1966.

• First Premium Tea in Market.

• First to introduce tea bags in India.

• First and only tea brand in vacuum packs.

• Introduced Dessert Tea Concept in India.

VISION

• Vision is to convert tea lovers into tea

connoisseurs. To this end, Taj Mahal conducts tea

appreciation workshops known as “Taj Tea Trails”.

Each session takes you on a fascinating tea journey

– brewing to appreciating the finer aspects of tea.

SWOT ANALYSIS

Strengths

• Annual growth rate of 2% for tea.

• Abundant technical & manpower skills

• Good research support by tea growers

Weaknesses

• Labour intensive industry.

• No effective Cost Management System

• Declining exports form India.

Opportunities

• Export potential if production can be increased.

• Make tea more fashionable like coffee

• Come up with new flavours

• Large untapped rural market for branded companies.

Threats

• Global Competition

• Low cost in countries like China, Kenya & Sri Lanka.

• Imports• Rising cost of

production.

STP OF TAJ MAHAL TEASEGMENTATION

People looking to make tea instantly

TARGET People in the upper and middle class

POSITIONING As elegant and wonderful as Taj

TAGLINEWah Taj; Sirf Chai nahi ye hai Taj

USP

Only tea brand in India to be sold in Vacuum sealed packs

PRODUCT RANGE

CLASSIC

NILGIRIS

WHAT WENT WRONG?

• Product Quality

– “I have been drinking tea for quite a few years now, and

once I tasted Taj Mahal tea, I decided at once to stick to

this brand due to its aroma, flavor and big granules.

However off late I am continuously finding it degrading its

quality. The granules are so small that a bigger part in

package is dust only”.

• Reduced Quantity

– Consumers feel deceived as Taj Mahal goes on increasing

prices with slowly reducing quantities.

DISTRIBUTION STRATEGY

Factory

Carrying and forwarding agents

Redistribution stockist

Wholesalers Retailers

consumers

ENHANCED DISTRIBUTION

Taj Mahal Tea Lounge:

The Taj Mahal tea can open dedicated tea

cafes on the lines of various coffee chains like

Barista, Starbucks, CCD. These tea cafes

would be selling different variants of Taj

Mahal tea and offering snacks to munch

along with tea. These cafes would come up in

states of eastern India first preferably in cities

Kolkata and Darjeeling to name a few as here

tea is preferred more than any other

beverages. The cafes would offer the

customers to purchase tea packets and tea

bags as well along with the consumption.

PRICING

• Priced much higher than its main competitors such

as Tata Tea Premium & Tata Tea Gold.

• Lower prices by Tata became one of the reasons for

losing market share of Taj Mahal Tea.

• Customer Perception : A pack sold as 250 gm pack

actually weighing 245 gm lead to dissatisfaction

among the customers.

VALUE PROPOSITION

• Wah Taj!

• Sabse Khas Taj Ehsas!

• Wah Wah Taj!

• Hazarron Main Ek!

COMMUNICATION STRATEGIES

ADVERTS

IMPROVING COMMUNICATION

• Start campaign on Facebook.

• Promoting Variants

• Promoting Mock Tails.

BRAND AMBASSADORS

PROPOSED BRAND AMBASSADORS

OTHER PROMOTIONAL STRATEGIES

Office Contracts:

– Contracting with offices to have

Taj Mahal tea vending machines at

corporate offices.

• Conducted by tea expert Yangdup Lama.

• An ecstatic journey in knowing more about Tea.

• Endorsed by Saif Ali Khan.

THANK YOU...