Marketing Assignment TataChemicals

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MARKETING MIX

ASSIGNMENT

ON

TATA CHEMICALS

(APPLYING 4 Ps OF MARKETING)

SUBMITTED TO: SUBMITTED BY:

Prof. Milind Fadnavis Raj Shekhar 2014217

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Introduction:

Tata Chemicals Limited(TCL) is an Indian global company with interests inchemicals,crop

nutrition and consumer products headquartered inMumbai, India.The company is one of the

largest chemical companies in India with significant operations in India and Africa. Tata

Chemicals is a subsidiary ofTata Group conglomerate

Tata Chemicals aims to touch peoples lives in a way such that they can live better, eat better

and work better. Through its wide range of products that find use in industries such as

pharmaceuticals, food processing, food essentials, Tata Chemicals reaches out to millions of

people across the world. The high quality of chemicals and ingredients made at Tata Chemicals

go a long way in improving the lives of its people and that of the communities it operates out of

its products at its manufacturing facilities in India, Africa, the UK and the US.

Applying 4Ps of marketing as

Product:

Tata Chemicals classifies its products under three categories:

Living essentials:

Basic products for daily living, such as salt, sodium bicarbonate or baking soda products and

water-related products.

Consumer salt:Tata Salt, i-Shakti, Tata Salt Lite, Tata Salt Flavoritz and Tata Salt Plus

Pulses: i-Shakti Water purifier: Tata Swach

Industry essentials:

Products that form essential inputs to diverse industries across the glass, detergents, mining

and chemical processing sectors

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Soda ash

Allied chemicals:Caustic soda, chlorine based products, bromine based products, gypsum,

sodium tripolyphosphate, phosphoric and sulphuric acids

Industrial salt

Sodium bicarbonate

Cement: Tata Shudh

Farm essentials:

Farm inputs needed to improve crop health and productivity , such as fertilizers, pesticides,

specialty nutrients, seeds and agri-services.

Fertilizers

Customized fertilizers

Consumer salt

Tata Chemicals is the market leader in packaged salts in India with more than half the total market

consuming Tata brands. The reason: Tata Salt and its fellow brands go far beyond taste to target

health initiatives such as iodine deficiency, iron deficiency and low sodium requirements.

Tata Salt has won accolades as India's most trusted food brand for several years. Launched in April

2012, Tata Salt Plus is India's first national brand of packaged salt with iodine plus iron. It is aimed

at addressing and eradicating the prevalence of iron deficiency through one of the most widely

consumed food essentials salt.

The company manufactures two varieties of salt: Iodised salt and Vacuum salt.

Iodised salt

The company manufactures the following brands under the edible iodized salt category

Tata Salt - Desh ka namak

Consumed by nearly 40 million households each month, Tata Salt is a super-refined, vacuum-evaporated iodised salt produced by Tata Chemicals at Mithapur, on the western coast of Gujarat,

in one of the most integrated inorganic chemical complexes in India.

It is manufactured through a technologically advanced production process by evaporating sea

brine in steam-heated vacuum evaporators, is almost completely free from extraneous matter and

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reaches consumers in the purest possible form. Tata Salt has a fine crystalline structure and

dissolves very quickly.

Due to its purity and reliable quality, the product is widely used by hotels and restaurants,

housewives, and by manufacturers of packaged snacks, colas and namkeens(savoury snacks).

The salt enhances and accentuates the flavour of vegetables and meat to add taste. Additionally,

as a carrier of the essential nutrient iodine, the product supports India's public health campaign

against iodine-deficiency disorders.

Tata Salt is available for consumers in 4 Convenient Pack Sizes as follows:

Brand pack size

Tata Salt 1kg

Tata Salt 2kg

Tata Salt 500g

Tata Salt 100g

It contains the requisite amount of iodine to ensure proper mental development of children

and prevents iodine deficiency disorders in adults. It undergoes stringent quality standards

prior to its distribution to different parts of India.

Price of Tata salt is Rs. 18

According to Nielsen Retail Audit, March 2011, each month more than 50,000 metric tons of

Tata Salt is sold through over 12 lakh retail outlets reaching 50 million households across the

country. The company also exports Tata Salt to Middle East. The product has been introduced

in Dubai and will move on to Abu Dhabi and Sharjah to cover the United Arab Emirates. The

brand has managed to achieve these robust figures by consistently delivering health-aware

products. The key to the brand's success lies in the superior product quality of Tata Salt.

Tata Salt is the market leader, commanding a share of over 62 per cent of the national branded

salt category. It has also consistently been named one of India's most trusted food brands since

2003 by The Economic Times Brand Equity 'Most Trusted Brands' survey conducted by AC

Nielsen each year. While competitors have come and gone, innovative brand building over the

years has helped build and maintain the trust consumers have placed in Tata Salt. The initial'Namak ho Tata ka Tata Namak' and path breaking 'Desh ka Namak' and most recent

'Gulmil ke' ad campaigns creatively tapped into this emotional connect, reinforcing Tata Salt's

leadership position in the marketplace as well as in the consumer's mind.

As the brand continues to grow, an important aspect is identifying future market needs and

innovatively addressing them. In this effort Tata Salt has launched a bouquet of products

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designed to cater to specific segments of consumers, offering them a choice of products that

come with the trust of Tata Salt. Tata Salt Lite (low-sodium salt), Tata Salt Plus (iron-fortified

salt) and Sprinklers have been launched in recent years further assaying the brand's

commitment to its customers.

Tata i-Shakti Dal:

Every grainof i-Shakti Dal is 100% laser-sorted and graded using modern technology to ensure

that consumers get no impurities, damaged, or weevilled grains - the dals are indeed, ready-to-

cook. It does away with the time-consuming process of cleaning grains at home.

Fulfill the basic consumer need for a wholesome Indian farm-grown, nutritious dal. Their key

benefits are:

All-natural, farm-fresh

No added chemicals, polish or colors

100% laser-sorted, machine-cleaned and graded

Premium-quality grain

Packed with natural flavor and taste.

Tata i-Shakti Dals are being launched in four basic popular varieties

Chana, toor, urad and moong (including whole-green moong and green

chilka)

1kg, 500g and 250g packs

Launched in an attractive 'Farm Story' pack, with a free recipe booklet.

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Electric Purifiers Range:

Tata Swach Platina Silver RO water purifier

The advanced five stage RO purifier has international standard, NSF certified RO Membrane and

a modern sleek look. Its unique Special Silver Safety prevents bio-fouling of the cartridgesthereby increasing the purifiers life. The purifier has user-friendly Double-i-Care indicators and

a seven-litre zero contamination tank. Tata Swach Platina Silver RO has been specifically

designed with a single-click front opening mechanism to remove the hassles of uninstallation

thereby reducing servicing time.

Tata Swach Ultima Silver RO+UV water purifier

The 6-stage Tata Swach Ultima RO+UV purifier has all the features of Tata Swach Platina along

with an additional stage of UV purification and cartridge end-of-life indication. Auto membrane

flushing, voltage spike guard protection are standard features of Tata Swach Platina and Ultima

Silver RO purifiers.

In the offline water purification segment, Tata Swach offers quality products at affordable

pricing, with prices starting at Rs.999. With the use of state-of-the-art and patented silver

nanotechnology, Tata Swach is a natural efficient purification solution, low on maintenance and

easy to use product. The replacement cartridge-bulb cost has been worked out keeping a

yardstick of 15p per litre in mind. So a low priced portfolio is definitely our strength. Even our

latest offering, the Tata SwachCristella Plus, that comes with a scratch-resistant, sturdy body

and has the new fast-action Tata Swach Bulb as the cartridge is available at a price of just

Rs.1499.

Chandu ke Chacha campaign:

The Chandu ke Chacha...Chandi Ka Chamach campain, which is currently on-air emphasises

the benefits of advanced silver nanotechnology (Chandi) as a purification medium and

helps in connecting with the end consumer. Silver is age old and a known bactericidal; we

intend to focus and build on this knowledge platform further.

TATA SWACH classified the consumer market into rural and urban households. According to

2010 stats, more than 75% of the households didnt have access to safe drinking water. Tatas

strategy was to enter into this segment since the market potential was high.

It targets both rural areas (where there is sometimes no electricity) and lower/middle income

groups in cities (unhygienic water conditions)

It can be purchased online as well as it is distributed all over India. 5% discount is given to

offline purchaser and 3% discount is available to online purchaser.

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TATA started with social awareness programs increasing education levels among people

regarding disadvantages of impure water. TATA SWACH used the help of NGOs to spread the

awareness levels and schools in rural areas, thus, positioning itself as a form of need creator.

Through competitions in rural schools like essay competitions, role plays; TATA took the help of

NGO in first exposing the rural people to the need for safe drinking water. In the beginning theyrelied less on electronic media and more support voluntary groups.

Soda ash

Tata Chemicals is the world's second largest producer of soda ashand the most geographically-

diversified soda ash company. It has manufacturing facilities in India, the UK, the US and Kenya

and an efficient supply chain that can service customers across the globe.

The company has a global capacity of around 5.5 million tonnes of soda ash per annum, of

which 60 per cent is from natural deposits at Wyoming, USA and Lake Magadi, Kenya. Besides,the company owns 35 per cent of the global low-cost and sustainable natural soda ash capacity.

The soda ash product line consists of four categories:

Soda ash light

Soda ash dense

Soda ash medium dense

Soda ash granular

Tata Cement:

TCL's cement business grew out of a sustainability and environment activity; the cement plant

at Mithapur was set up to consume solid waste generated during the manufacture of soda ash.

The area aroundMithapuris rich in limestone. Given the region's proximity to the sea, salt is

also found here in abundance. Lime and salt are the main ingredients in the production of soda

ash. The manufacturing process of soda ash leaves behind a large quantity of unutilised

limestone and calcium products in the slurry. In order to utilise the by-products and unutilised

limestone, TCL put up a modern cement plant at Mithapur.

The cement plant has an installed capacity of 1,500 tonnes per day and manufactures two

varieties of cement under the brand name Tata Shudh:

Ordinary Portland cement (grade 53)

Masonry cement

Shudh cement has already acquired a 4 per cent share in the cement market in Gujarat despite

tough competition from its better-established competitors. It has been recognised as a superior

product, ideal for quality construction. Shudh cement far exceeds the quality norms and

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Iodised PDV

Iodised PDV is suitable for any application where supplementary iodine is required. An

approved iodine containing compound is added to standard PDV in line with the

recommendations of the World Health Organisation and European Union. The flexibility of the

manufacturing process enables the additive (potassium iodate) content to be adjusted to meetspecific customer requirements or national legislation.

Due to the nature of the manufacturing process, we do have minimum volume requirements

for iodised salt. Additionally, these products are manufactured to order which may mean longer

lead times than our standard grades.

PACKAGING : Iodised PDV salt is available in 25kg polythene bags, palletized on high quality

pallets. Palletized product is stretch wrapped for added protection during transit.

PRODUCT RANGE: British Salts range of products also includes Pure DriedVacuum Salt

(Standard, Fine 50 and Fine 60),Undried Vacuum Salt,Vacuum Road Salt, Industrial Vacuum Salt,

Aquasol (salt briquettes) and Granulite (compacted granules)

Glacia fine 50

It is a finer grade of pure dried vacuum salt with the same chemical characteristics but with a

bulk density of between 1.16 and 1.27 gcm3. A typical sieve analysis is as follows: max. 5%

retained on 300 micron sieve. Max. 81.5% retained on 180 micron sieve. Particle size spectrum

improves quality of mixing and texture of wet and dry finished product

PACKAGING: Fine 50 PDV salt is available in bulk, in 25kg polythene bags and 1 tonne big bags,

palletized on high quality pallets. Palletized product is stretch wrapped for added protection

during transit.

Glacia fine 60

Our finest grade of crystalline pure dried vacuum salt - the same chemical characteristics but a

bulk density this time of between 1.16 and 1.23 gcm3. A typical sieve analysis is as follows: max.

5% retained on 250 micron sieve. Max. 54% retained on 180 micron sieve.

Industrial vacuum salt

An industrial grade PDV suitable for applications not requiring the same stringent quality as our

food grade range.

Tanker fine

In this grade, a maximum of 4.5% is retained on a 710 micron sieve and 95% on a 180 micron

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sieve. This grade has been especially designed for use in the cheese manufacturing industry.

This product is available in limited quantities.

Water softening products

Aquasol

A "pillow" shaped briquette for small to medium sized domestic water softeners. Aquasol is

compressed from fine salt to minimise breaking or chipping formulated to dissolve efficiently

without bridging in the salt reservoir.

Granulite

Salt chips or granules used largely for light commercial water softening applications made from

our PDV and ideally suited for use in domestic water softeners and dishwashers. Sized at 2-

6mm to dissolve rapidly and work efficiently Glacia Granulite is recommended, by leading water

softener manufacturers, as indeed is the whole compacted product range.

Both products are available in 25kg and 10kg bags, palletized and stretch wrapped for easy

transport. The 25kg bags are palletized as 49 or 42 bags per pallet, the 10kg bags are palletized

as 100 bags per pallet. Blue CHEP pallets are available for those customers with a CHEP account.

Aquasol Block

Salt blocks compacted from food grade Crystal salt (no anti-cake) packed as 2 x 4kg blocks in a

polyethylene, handled bag. The product is palletized as 120 packs per pallet.

De-icing salt products

Bulk pad white salt

This high purity vacuum salt product is available in bulk for general de-icing purposes. The fine

particle size provides excellent de-icing qualities. Due to the high purity (99% NaCl) this product

leaves no residual impurities on the treated surfaces.

White rock de-icing salt

This pure, white rock salt is a cleaner, more efficient alternative to traditional brown rock salt.

With 98.5% purity, this product has been developed for the rapid clearance of ice and snow on

walkways, doorsteps and roadways. A coarse particle size improves ice-melt and grip. Thisproduct is easy to spread and contains no dirty grit to "tread-in" to your premises. Available in

25kg bags. Conforms to BS3247.

Brown rock de-icing salt

This traditional de-icing product provides a more economical way to tackle ice and snow on

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your premises. Available in 25kg bags. Conforms to BS3247.

Bespoke products

The technical department and laboratories are instrumental in tailoring product specificationsto the customer's exacting requirements.

In the past the company's technical specialists have been responsible for developments ranging

from enhancing the chemical specification to particular physical characteristics.

Sodium bicarbonate

Sodium bicarbonate business of Tata Chemicals focuses on global markets and new business

applications. The company makes sodium bicarbonate for pharmaceutical and industrial use,

and as a food additive. The sodium bicarbonate plant has a capacity of 50,000 tonnes per

annum. Its products sell in India, the Middle East, Africa and Bangladesh.

The company produces three varieties of sodium bicarbonate that meet stringent quality

standards:

Sodium bicarbonate technical

Sodium bicarbonate refined

Sodium bicarbonate granular

Tata Chemicals Europe is one of Europes largest manufacturers of sodium bicarbonate. The

company's plants manufacture a wide range of grades of sodium bicarbonate to meet anexpanding range of applications including:

Hemokarbfor haemodialysis treatment

Alkakarbfor animal feeds

Sodakarbfor the food industry

Briskarbfor flue gas treatment

Pharmakarb

for the pharmaceutical industry

Available in 50kg HDPE/PP bags with lamination/liner.

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Pricing:

West Bengal/Tamil nadu/

Pondicherry Current New

Sodium bicarbonate technical 18200 18800

Alkakarb 18400 19000Sodium bicarbonate refined 18800 19500

Sodakarb 18800 19500

For rest of India Current New

Sodium bicarbonate technical 18800 19300

Alkakarb 19000 19500

Sodium bicarbonate refined 19400 20000

Sodakarb 19400 20000

Fertilizers

Nitrogen, phosphorous and potassium are key agro-nutrients for crops. Tata Chemicals is

present in all three crop nutrition groups through its fertilizer product base that spans:

Urea (a nitrogenous fertilizer)

Di-ammonium phosphate (contains both nitrogen and phosphorus)

Nitrogen phosphorous potassium complexes (contains all three nutrients)

Single super phosphates (phosphorus based).

Tata Chemicals is the market leader in the urea and phosphatic fertilizer segments.

Additionally, the company imports and sells muriate of potash (MOP) and di-ammonium

phosphate and supplies organic materials and other specialty fertilizers such as calcium

nitrate and zinc sulphate.

Urea

The nature of the soil in many Indian regions is such that nitrogenous fertilizers are an

important input for most crops. Urea is an important nitrogenous fertilizer and Tata

Chemicals is a major manufacturer of the product in India.

The company makes urea at its fertilizer complex in Babrala in Uttar Pradesh, a state in

north India. The complex has an installed capacity of 864,000 tons per year, which

constitutes nearly 12 per cent of the total urea produced by India's private sector.

The Babrala facility, among the best of its kind in India and comparable to the best in

the world, has set new standards in technology, energy conservation, productivity and

safety. It is the only fertilizer plant in the country to use dual feedstock: natural gas or

naphtha, or a combination of both.

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Tata Chemicals has an established presence in the north Indian states of Uttar Pradesh,

Punjab, Haryana, Bihar and Uttaranchal, which account for 48 per cent of the total

domestic demand for urea. These states account for over 85 per cent of the company's

urea sales.

Phosphatic fertilizers

Tata Chemicals manufactures several phosphatic fertilizers, many of which are leadingbrands in the Indian market. The company makes and sells sodium tripolyphosphate, di-

ammonium phosphate, NPK complexes and single super phosphate fertilizers at its

Haldia complex in West Bengal in eastern India.

TCL's phosphatic fertilizers, sold under the brand name 'Paras', lead the market in West

Bengal, Bihar and Jharkhand. The Haldia facility now has production volumes exceeding

1.2 million tonnes per annum.

Customised fertilizers

Tata Chemicals is a pioneer in the field of crop- and region-specific customized fertilizers that

provide balanced crop nutrition to the soil, boost the productivity of crops and improve the

overall quality of the yield.

Sold under the brand name Paras Farmoola, these fertilizers contain macro and micro nutrients

required by selected crops in specific regions. They have been developed on the basis of soil,

crop and water sample analyses.

Paras Farmoola fertilizers have been rigorously tested through more than 300 research

experiments conducted on the field and at 12 Krishi Vigyaan Kendras. Field trials conducted on

over 20,000 samples of crops such as paddy, wheat, potato, maize and sugarcane from 25

districts in western Uttar Pradesh, a north Indian state, report a significant increase in yield

over traditional fertilizers.

The fertilizers are produced at the company's state-of-the-art, 1,30,000MT capacity facility at

Babrala, Uttar Pradesh.

Paras Farmoola applications promote sustainable agriculture by maintaining soil health and

providing the best nutritional package for better plant growth and premium quality output. The

fertilizers help correct the nutrient imbalance in the soil caused by prolonged inadequate and

indiscriminate use of fertilizers, thus contributing to better crop productivity.

Key benefits

Enhances crop productivity with better benefit cost ratio.

Is a one-time application of all macro and micro nutrients, except nitrogen, and is hence

convenient to use.

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Promotes balanced application of nutrients.

Promotes balanced application of nutrients.

Allied chemicals

Caustic soda

TCL is able to deliver low-cost caustic soda to the market due to its adoption of energy-efficient,

membrane-cell technology and the captive availability of salt and of power at the Mithapur

facility. As a versatile alkali, caustic soda is used in a variety of industries, the major ones being

rayon, cellophane, soap, pulp and paper.

Chlorine based products

TCL produces hydrochloric acid and liquid chlorine at its Mithapur facility.

Tata Chemicals Europe makes and sells calcium chloride in its UK facilities.

Bromine based products

TCL manufactures several variants of bromine and bromine-based compounds, such as liquid

bromine technical, hydro bromic acid and sodium bromide (photographic grade).

Bromine is used primarily in the manufacture of organic and inorganic bromides. It is also used

as a crucial reagent in preparing several organic compounds requiring bromination. Other

variants are used in the preparation of photographic emulsions, for processing photographic

films and paper, in lithography, as an analytical reagent, as a soil fumigant , and in the making

of flame retardants, drilling fluids, water treatment, dyes, and brominated pesticides.

GypsumGypsum, formed in crystalline lumps or powder form, is yet another product from the Tata

Chemicals stable.

Gypsum is used as an ingredient for Portland cement, for soil treatment, and to stabilize volatile

compounds and dissolve nitrogenous ones. It also finds use as inert filler in paints, paper,

pharmaceuticals, insecticide dusts, etc.

Phosphoric and sulphuric acids

TCL's Haldia plant produces industrial grade phosphoric and sulphuric acids; these are inputs to

the manufacturing of phosphatic fertilizers at the plant, and are also a part of TCL's productportfolio.

Uses: Phosphoric acid is a key input to the manufacture of phosphatic fertilizers. Sulphuric

acid's uses include ore processing, fertilizer manufacturing, and oil refining, waste water

processing and chemical synthesis. The major use of sulphuric acid globally is in the wet process

for manufacture of phosphoric acid.

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Sodium tripolyphosphate

Sodium tripolyphosphate (STPP), a key product in Tata Chemicals product portfolio, is made in

two technical grades NTR and HTR.

STPP is made at Tata Chemicals Haldia complex at West Bengal in eastern India. The product

competes favorably with the only other product available in the segment zeolite in termsof cost as well as performance as it is a more effective binder and needs to be used in smaller

volumes as compared to zeolite. STPP is used as a builder in detergents and cleansing agents,

and as agent in the manufacturing process for textile processing, etc.

Pricing:

Basic price Rs. per MT (Ex Haldia)

States Price

Maharashtra, Gujarat,

Tamilnadu, Pondicherry

49000

Rest of india 50000

Conclusion:

Tata Chemicals consumer products andagri-business divisions may be showing the greatest

signs of invigoration, but the fact remains that a good half of the companys revenues come

from that old warhorse, soda ash, a vital input for several industries, among them detergents,

glass, mining and construction.

Rebranding, realignment, consolidation, these management terms dont fully capture whatTata

Chemicals is actually doing: making sure that the vintage chemicals business is in a sustainably

better shape to deal with the future.

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Sources:

1. http://www.tatachemicals.com/products

2. http://www.slideshare.net/ tata-swach-presentation

3. http://en.wikipedia.org/wiki/Tata_Swach

4. http://www.ssodiumhydrochloricdeformer.com/

5. http://www.tata.in/pdf/tata_review_mar_12/review_cover_story_tatachem.pdf