TATA TEA - Micro & Macro Environment

Table of Content

Introduction History Micro Environment Macro Environment Conclusion Thank you

Introduction

• Tata Tea is a subsidiary of “Tata Global Beverages”

• It is the largest packaged tea brand and second largest supplier of branded tea in the world

• Product and brand presence in over 40 countries• Year to date profit volume of Tata Tea grows by

14% as compared to Previous year

History

• 1964 : Tata Finlay is born with JV of Finlay, UK• 1976 : Finlay is bought out• 1983 : Tata Tea is born• 1991 : Enters the brands business• 1993 : JV with allied lyons PLC, Tata Teltley is born• 2000 : Tetley is acquired• 2005-2009 : Acquired Good earth USA, Jemca Czech R,

Jokels Tea SA 33% share, Vitax Poland• 2010 : Tata Global Beverages corporate brand announced

Micro Environment

Company• Ranked second most trusted

beverage brand• Trades in 40 countries & owns 51

tea estates across India

Suppliers• Distribution network connecting

over 2500 stockiest & 1.7 mn retailers

Market

Intermediaries• First company in India to setup

processing & packaging facilities at tea estates itself.

Competitors• Brooke Bond• Lipton• Assam company• Harrisons Malay• Diana tea

Publics• Employs around 59000 people in India, Sri

Lanka, especially in Assam, West Bengal.

Customers• People preferring tea within different brands

based on their choice of price.

Macro Environment

Demographic• Target lower, middle section

of the society• Mostly consumed by joint families• Lower income group

Natural• Launched Tata green tea (TETLEY)• Added real spices such as Cinnamon,

Cloves, Cardamom & Ginger

Political Factors• No political factors are affecting Tata Tea

Economical Factor• Budget• Reduction in Custom Duty

Social• Not able to sell in all regions because of

taste preferences and low income of people

Technological factors

• Crop declines by 10% due to adverse weather conditions and old farming Technologies

Conclusion

Market CaptureCampaignHealth ConsciousEnvironmentOverall

Thank you