Tata Tea Ltd

Tata Tea Ltd• Tata Tea Limited, also known as Tata-Tetley, is the world’s second largest manufacturer and distributor of tea

•Set up in 1964 as a joint venture with UK based James Finlay and Company

•The Tata Tea Group has now product and brand presence in 40 countries

•In 1987, Tata Tea set up a fully owned subsidiary, Tata Tea Inc.

•Tata Tea has been rated as the No.1 beverage brand in the country and has been listed in Super brands

•The brand has also won numerous consumer awards viz, AMGF Mera Brand award and the Reader's digest platinum award to name a few.

Tata Tea Ltd

The international trade union IUF criticized the company in 2009 for not allowing statutory maternity leave to pregnant tea pluckers, and for locking out 1,000 workers on the Nowera Nuddy Tea Estate in West Bengal for so long that the local government began distributing food coupons for emergency rations to workers and their families.

Positioning of Tata Tea

TASTE KAMYABI KA

JAAGO RE

Product Life Cycle Of Tata Tea Ltd

Introduction Growth Maturity Decline0%

10%20%30%40%50%60%70%80%90%

100%

TIME

SALES

WHY JAAGO RE???•Tata Tea is a category that has traditionally grown market share

•It has already reached on maturity stage on its PLC

•This campaign can help Tata Tea brand maintain its market

leadership in the long run

•Create a mother brand positioning for Tata Tea

•To elevate its communication to the self-actualization level and

position itself as a catalyst for social-awakening, through Jaago

Re

• Jaago Re! ad campaign, was started by Tata Tea as a Cause Related Marketing

initiative in September 2007.

• Through Jaago Re! campaign. As part of Jaago Re! Tata Tea is spearheading many

social issues and in the process was able to build a social aura around the brand

which should augur well for the brand in the long run.

A Cause Related Marketing Exercise….

• Janaagraha is a not-for-profit organization that aims to strengthen democracy

in India by working for citizen participation in urban local government.

• The campaign was a joint venture between Tata Tea and Janaagraha

• It was started by Swati and Ramesh Ramanathan in 2001

• According to Ramesh Ramanathan - Co - founder of Janaagraha said, “ In the

alphabet of democracy we cannot move from the letter ‘E’ to ‘F’ – Elect and

Forget, we need to stay on the letter ‘E’ – Elect and Engage. But many of us

have not even worked our way up to ‘E’.”

How Did Jaago Re Start?

• Most importantly, it’s the youth of India

which is running this campaign

• 10 member dedicated team from Janaagraha

that is running this campaign

“JAAGO RE” Campaign

BEFORE / DURING ELECTION

AFTER ELECTION

BEFORE / DURING ELECTION

1ST TVC

• The young boy Is asking the

Neta (Leader) how well is

he qualified for the post of

the Neta to run the country

TARGET GROUP

• The ad has primarily targeted the Indian youth who is eligible to

vote, in turn to make them prospective customers

• The Jaago Re campaign was devised with an aim to establish a

social awakening among the youth, to motivate them to vote

The 1st communication attempts to

migrate tea from being a physical and

emotional revitalizer to becoming a

catalyst for 'social awakening' with the

message 'Har Subah Sirf Utho Mat, Jaago

Re.' This establishes thought leadership

for the brand thereby reinforcing its

market leadership.

Objectives of the campaign

• The campaign has aimed to clearly

establish thought leadership for the

brand to go along with its market

leadership

• Charting a course to be India’s foremost

tea based beverage company, they have

directed their key mission towards

achieving an image through “self

empowerment” and “leadership”

Cont….

• To ensure maximum number of voter registrations by making the process

easier.

• To create a platform that will motivate the Indian youth to participate actively

in the electoral process of the country.

• Tata believes its youth oriented market and operational focus will emotively

connect with issues that drive the Heart Mind and Soul of Indians emerging

social consciousness

• This campaign revolves around their website www.jaagore.com which

facilities the process of voter registration by enabling voter registration

online for the first time in the country.

• The website claims to be a 'one-stop-solution to all your voting needs'.

• No celebrity, no crores of location, nothing flashy about this commercial

yet it has a way of saying it. The tomorrow of our country depends on our

today. And the faster we wake up the better it would be !!!

• The campaign is not only a call to action but a platform which provides any

potential voter all the information and facilitation he or she needs to

become part of the electoral process

About The Campaign

“Aap sote rahoge to Desh kaise jaagega?”‘Har subah sirf utho mat, jaagore’

Tata Tea has used a number of interesting ads to engage the Indian youth into the

Jaago Re Jaago Re main ad

• Jaago Re Use Your Finger! Use it to Vote!

• Jaago Re Bindass TV Ungali Utha Vote Kar

• Jaago Re Disney ‘If I Were a Prime Minister’

• Jaago Re Channel V VJ Juhi ‘Vote ya Vaat’

• Jaago Re also has an active social media presence with more than 15,000

members on Facebook and almost 13,000 members on Orkut

Strategy Adopted

• Firstly: to create visibility about the

campaign itself through a media event, was

roped in to visit various colleges cross the

country.

• Secondly: Through the launch of the Shut up

and Vote tour by the band ‘Thermal and a

Quarter’ through a press conference in

Bangalore.

Jaago Re! Voter registration programme

• Over 600,000 people from allover and from Mumbai –

1,77,998 registered to vote at jaagore.com, a unique,

non-profit initiative

• Working on making online registration easier.

• Registration through mobiles too

.

.

.

SHUT UP AND VOTE TOUR• Janaagraha and Tata Tea initiated the “Shut up and Vote Tour” campaign

across the country as part of their ongoing Jaago Re! One Billion Votes campaign.

• The campaign aimed at leveraging the platform of music to encourage the youth to vote.

• The unique campaign witnessed rock shows by a pioneering Indian Rock Band – Thermal and a Quarter across 5 major cities viz Bangalore, Chennai, Kolkata, Delhi and Mumbai during the last week of March.

• A music video under the same name ‘Shut Up and Vote’ was also developed by the Bangalore based Rock Band, Thermal and a Quarter. The video aims at highlighting the importance of

participation of youth in the electoral process in a language that youth understand and associate with Music!

TATA TEA SOCCER STARS• Tata Tea has been giving talented children a chance to realize their greatest

sports dream.

• Two years ago, Tata Tea Soccer Stars, a nationwide school football tournament

initiated by Tata Tea, identified 16 young sportsmen from across the country, and

sent them to train with the legendary youth coaches of one of football’s biggest

clubs, London’s Arsenal FC, for a period of two weeks.

• The sixteen finalists then proceeded to create history at the Royal Hallway

Stadium in London by winning the Plate Cup at the 18th Arsenal International

Soccer Festival, and became the first ever Indian team to win the cup.

• Thus, Tata Tea helped awaken people to the young sports talent within our

country in a neglected sport like football.

Strategy Adopted • First: to create visibility about the campaign

itself through a media event, Rakesh Omprakash Mehra was roped in to visit various colleges cross the country.

• Secondly: Through the launch of the Shut up and Vote tour by the band ‘Thermal and a Quarter’ through a press conference in Bangalore.

2ND TVC “AGAR AAP VOTE NAHI KAR RAHE TO “AGAR AAP SOTE RAHEIN TO YEH

DESH KAISE JAAGEGA” AAP SO RAHE HO”

Tata Tea Jaago Re Anti-Corruption Campaign

• Tata Tea embarked on its anti-corruption drive, beginning with its ‘Aaj se khilana

bandh, pilana shuru’ campaign.

• It now has kick started the second phase of this campaign, which comprises an

integrated communication approach.

• Tata Tea had undertaken a media roadblock with Star TV Network on December 9,

the International Anti-Corruption Day. There was a day-long media blitzkrieg on all

the 14 Star Network channels with a total of 1,000-plus spots aired on that day.

POST ELECTION• Mahatma Gandhi was of the view: Be the change you wish to see in the

world. Tata Tea seems to have taken that up quite seriously.

• The Jaago Re campaign revolving around the issue of corruption has the

tagline, 'Ab Se Khilana Bandh, Pilana Shuru'.

• The television commercial is a montage of real-life situations of bribes been

given and taken. In the end, the youth give the message to stop doing so.

• With the corruption campaign, Tata Tea puts forth the message to start with

oneself - begin with yourself and stop giving and taking bribes.

• Tata Tea plans to measure the success of the campaign through a corruption

index, which would be a quarterly figure released by the company, on the

number of people giving bribes in three cities -- Delhi, Mumbai and

Bengaluru.

• Tata Tea has also launched a revamped Jaagore

website. The site had two sections Jaago and Jagaao,

where the former will provide information and the

latter is the direct engagement section, where

individuals and NGOs can post information on their

projects

• Tata Tea had been urging citizens to take a pledge to

stop giving bribes. It claims to had collected over 3.1

lakh pledges through various routes – the Internet,

mobile, retail and even schools

Activities Taken Up During The Campaign

• In continuation with the campaign objective of

awakening citizens to become the change they

want to see, it had launched the Tata Tea Jaago

Re Vrath Yatra – a 38-day bus journey across

the country to connect with the youth and

urge them to pledge against corruption.

• Fever 104 FM and Radio Mirchi 98.3 FM had

been roped in as partners to increase the reach

of Tata Tea’s campaign and provide touch

points to ordinary citizens

• Social initiative to motivate the vast majority of the

Indian youth to actively participate in the electoral

process of the country, thereby empowering them to

make a wise decision and be responsible

• Perfect blend of Caused Based Marketing and Corporate

Social Responsibility

• As integrated the social campaign effectively with the

main advertising by riding on the popularity of the

digital media, thereby creating the site JAAGO RE as an

idea exchange platform

• Interactive and easy to use website

Best part about the campaign

Return On Ideas• Campaign recognition was 86.3%, as against the

benchmark of 63. 4%

• Brand association jumped to 98.8%, as against the

benchmark of 39.5%

• Jaago Re has consistently won at the Effie Awards

• In 2009, the campaign was awarded the Gold Effie,

Consumer Products and the Bronze Effie,

Integrated Marketing

• In 2008, it was awarded the Silver Effie, Consumer

Products and the Bronze Effie, Integrated

Marketing

Cont……..

• The earlier campaign in 2008, which focused on urging

youth to vote, boosted their sales significantly and

helped Tata Tea to get an annual turnover of Rs 4,800

crore.

• The company says these campaigns are not for a

particular brand but for Tata Tea as a whole, and that

the investment in this campaign is much higher than

the previous one.

• Tata Tea has a 21 per cent market share in terms of

volumes. It said it promoted jaagore.com, had more

than 28 lakh visitors and more than a fourth of them

did finally vote

Thank you