WEL-COME Presentation

on

Consumer Behavior. (Case

Study)Presented By:

Sachin C.Patil.

TATA TEA LTD

TATA TEA LTD: Started in 1962. 1983 fully owned by TATA. Major tea manufacturing

company. Indian MNC. Diversified in to coffee. 25% Market Share. 56 estates in four states. Produce 59 million kg/year.

Types & Brands of Tata:

Tata tea. Premium & Chakragold. Gemini. Leo. Brahmaputra. Snapple. Agni.

Agni signifies strength & purity.

Agni sounds very much Indian.

Agni is a common name,easily understood.

Easily pronounced.

Agni

Age group.

Region.

Income.

Price.

Usage.

MarketSegmentation

variables:

Promotion Mix :

Mass media communication.

Print media.

Sales promotion.

Wall shop painting.

Local fairs/mela.

Economical tea.

Idea to Co-relate indian woman with Agni.

Celebrity endorsement.

Attractive packaging.

Product positioning:

The speed of acceptance among

consumers and channel members Intensity of distribution Production capabilities Promotional capabilities, Prices, Competition Time period to profitability and

commercialization costs.

Need to understand.

Lack of differentiating advantage

Poor marketing plan

Poor timing

Target market too small

       Poor product quality

No access to market

Why New Products Fail