Candida Moraes

Reworking brand strategy and product mix has worked wonders, giving a fillip to Tata Tea brands

Nothing ever stays the same. Perceptions change with time; sometimes, they don't even wait for time. Tea is one such example. The 'cup that cheers' has moved on. From being just a steaming hot infusion, it is now an aspirational choice, offering a bewildering choice of flavours — of berries and herbs. It doesn't even have to be a hot cuppa anymore; it can even be a tall, icy-cold beverage.

Pulling off this stunning transformation has not been easy for Tata Tea — it has had to change its marketing strategy, create new products and embark upon an exciting journey of innovation. But the dividends have simply been rolling in since then.

The new kaamyabi
"Earlier, tea was a refreshing family drink," says Tata Tea executive director, marketing, Sangeeta Talwar. "Now, with our innovative campaigns, tea has become a product that one associates with success." Tata Tea campaigns of yore conjured up images of taazgi or freshness. Most people will remember the Taaza tea campaign, where tea was synonymous with energy and pep.

Not any more. The recent Sania Mirza campaign for Tata Tea Premium changes all that. As Tata Tea's new brand ambassador, Sania brings a contemporary and modern flavour to the brand. Tata Tea Gold and Tetley flavoured tea bags, too, have followed suit in their brand communications. In the bargain, Tata Tea has evolved to become a brand that taps the younger generation as consumers.

It's a calculated transition, and the sailing has been smooth since. Sania's successes on the tennis court in 2005 associated tea with confidence and success. The communication has worked well, and seems to have established the proposition of 'taste kaamyabi ka' for the brand across its key target group. Market share has seen an upward trend since January 2005, when the new communication strategy was launched.

The new brews
Tata Tea Gold needed to offer  some value-add to attract consumers in the higher socio-economic class (SEC). A blend of 85 per cent CTC and 15 per cent Darjeeling whole leaf added just the right aroma to the brew and drove up sales not only in metros but also in B-class towns across the country. Says deputy manager, marketing, Shalaka Kamat, "The innovative packaging has caught the eye of both the stockists and the consumers. It is prominently displayed at outlets."

Another area crying for attention was the staid tea bags category. Here, Tata Tea sparked off another innovation with 'T' (for trendy) Tetley flavoured tea bags. New flavours widened consumer choice, and made tea bags more interesting. But, most importantly, it succeeded in increasing trials and adoption. The product line was launched in just four to five cities in every region, in top outlets only, targeting buyers of the desired profile. This allowed demand to build up gradually, while the awareness spread through the advertising campaign.

What sold the tea bags was also the choice of flavours — masala, ginger and elaichi — available for the first time in India. "These flavours are distinctly Indian and well accepted. Consumers now have access to the same great taste they are used to, in a trendy and convenient manner," explained managing director Percy Siganporia at the launch. "We wanted Tetley to reflect the young face of tea," says Ashim Chatterjee, senior manager, marketing. "The flavoured tea bags overtook the fuddy-duddy tea bag market fast, and the new campaign — chai mein twist… life mein twist — reflected the mood suitably."

A year after the launch, Tetley has added two more flavours — lemon and Earl Grey — to its range. All the bags are customised for the Indian method of preparing tea with milk. The pricing is also attractive at Rs 20for a pack of 12 tea bags.

What's for tea?
Tetley flavoured tea bags has in place an ambitious plan of reaching out to over 8 lakh consumers in Delhi, Mumbai and Bangalore, with its new brand message. It is following consumers at everyday touch points like airlines, shops, offices, malls and multiplexes, along with credit card tie-ups, cross promotions, etc.

Also on offer are Tetley gift boxes, with an assortment of tea bags for greater choice. The tea bags can even be bought from online shopping websites like rediff.com. New value-added variants are in the pipeline.

This is not all. "We have lots of innovations planned. We believe these will add more excitement to the market," promises a smiling Ms Talwar. The mantra at Tata Tea is innovation. The company hopes to build even stronger relationships with its existing consumers, as it reaches out to new consumers to keep the kettle boiling.

Uploaded on May 24, 2006