Tata Tea Case Study
ABSTRACT: “Chalo Gaon” or “Go rural” is the slogan of marketing gurus after analyzing the increasing demand and socio-economic changes taking place in villages. Rural India is considered today as a huge storehouse of untapped marketing opportunities, by marketers. Marketers have realized the opportunity recently. Rural India today is considered to be an untapped market for most FMCG and also for consumer durables. Marketers including multi-nationals have started entering into rural market in a significant manner. As a result of Green Revolution in agriculture and the white revolution in dairy, and other developmental activities implemented through the five year plan, the productivity, prosperity and disposable incomes of the rural population have improved. Consequently, …show more content…
HLL has launched ‘Sehatmand’ tea to tap the low income profile especially in the rural area. It has got ‘Taj Mahal’ in the premium segment, ‘Red Label’ in the popular segment, ‘Lipton Taaza’ in the mid-segment. HUL has identified the potential in the lower segment especially in the rural area. As per the survey for the tea market, it is observed that only one third of the people in India prefer branded tea. Only 40% of people prefer branded tea which also includes other brand like Tata tea. Rest two third of population prefer loose tea. To tap such segment HUL has come up with ‘Sehatmand tea’. 80% of rural population is under nourished. Taking this into consideration, HUL has emphasized on adding vitamins in each granule of the tea, especially vitamin B12. As far as pricing strategy is concerned, this tea is available at lesser price than the premium prices. With this product, HUL want to be affordable and accessible. For promoting ‘Sehatmand tea’ HUL has organized a campaign in the rural area. This project is called as “Sehatmand Bharat, Swastha Parivaar” this project has given employment to rural women which focuses on the women
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