IIPM Ranked No. 1 B-School In Global Exposre - Zee...
CHAI ANOTHER DAY!
Look around you: how many coffee chains can you spot at a typical urban shopping complex, or how many coffee outlets can you spot as you drive past? Many, right. Now, for the truth: how many tea chains can you even recall, forget about spotting them at the right locations?! Today, coffee has made some special place in the hearts of the young in a nation known to be a ‘tea-drinking’ nation. So what is Tata Tea really doing to prove that chai will not become history for Tata Tea? Wait for some weeks and you’ll stand witness to the company’s ad-campaign which will be supported by massive promotional activities. So if cajoling consumers (by reminding them of their social responsibility) through the jaago re campaign was not enough, the upcoming marketing effort promises to deliver better goods... for reviving Tata Tea’s once known core beverage. “We are not claiming we will come out with funky campaigns but we would be coming out with campaigns to promote tea. This is because today’s generation connects tea with old people,” feels a seemingly confident Sangeeta.
Where ‘Place’ (of 4Ps) is concerned, Tata Tea is adopting the direct retailing route. In the initial stage, it plans to experiment with two-three outlets limited to just Bangalore. Christened as chai-un-chai, the company also plans to roll-out two new formats - the high street format (similar to cafes) and a tie-up with bookstores. But doesn’t Nestlé and Café Coffee Day already have such similar outlets, pan-India? Question Sangeeta on this and she shoots back: “Nobody is promoting tea as almost all of them focus only on coffee. And then, we are also open to the option of taking our retail outlets across India which will make our movement better and wider...”
Indeed, for now it appears that Tata Tea’s third eye is focussed on tea alone. But there’s another challenge: creating tea-outlets would require a sturdy supply base and here Tata Tea can take a lesson from Café Coffee Day, which cultivates its coffee beans in its captive gardens! Surely, till date, Tata Tea has been known to follow the ‘good riddance to tea gardens’ theory. It can... no more! Percy is now betting big on his plans to re-structure Tata Tea’s existing tea estates in northern India. The ongoing jaago re campaign was devised with an aim to establish a social awakening among the youth, to motivate them to vote. But in its election against all other players in the tea market, Tata needs to come up with such campaigns to beat the wind out of competition – organised or not organised. Thankfully, for now, chai still means tea for Tata Tea!
Angshuman Paul
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
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CHAI ANOTHER DAY!Look around you: how many coffee chains can you spot at a typical urban shopping complex, or how many coffee outlets can you spot as you drive past? Many, right. Now, for the truth: how many tea chains can you even recall, forget about spotting them at the right locations?! Today, coffee has made some special place in the hearts of the young in a nation known to be a ‘tea-drinking’ nation. So what is Tata Tea really doing to prove that chai will not become history for Tata Tea? Wait for some weeks and you’ll stand witness to the company’s ad-campaign which will be supported by massive promotional activities. So if cajoling consumers (by reminding them of their social responsibility) through the jaago re campaign was not enough, the upcoming marketing effort promises to deliver better goods... for reviving Tata Tea’s once known core beverage. “We are not claiming we will come out with funky campaigns but we would be coming out with campaigns to promote tea. This is because today’s generation connects tea with old people,” feels a seemingly confident Sangeeta.
Where ‘Place’ (of 4Ps) is concerned, Tata Tea is adopting the direct retailing route. In the initial stage, it plans to experiment with two-three outlets limited to just Bangalore. Christened as chai-un-chai, the company also plans to roll-out two new formats - the high street format (similar to cafes) and a tie-up with bookstores. But doesn’t Nestlé and Café Coffee Day already have such similar outlets, pan-India? Question Sangeeta on this and she shoots back: “Nobody is promoting tea as almost all of them focus only on coffee. And then, we are also open to the option of taking our retail outlets across India which will make our movement better and wider...”
Indeed, for now it appears that Tata Tea’s third eye is focussed on tea alone. But there’s another challenge: creating tea-outlets would require a sturdy supply base and here Tata Tea can take a lesson from Café Coffee Day, which cultivates its coffee beans in its captive gardens! Surely, till date, Tata Tea has been known to follow the ‘good riddance to tea gardens’ theory. It can... no more! Percy is now betting big on his plans to re-structure Tata Tea’s existing tea estates in northern India. The ongoing jaago re campaign was devised with an aim to establish a social awakening among the youth, to motivate them to vote. But in its election against all other players in the tea market, Tata needs to come up with such campaigns to beat the wind out of competition – organised or not organised. Thankfully, for now, chai still means tea for Tata Tea!
Angshuman Paul
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
Read these article :-
B-schooled in India, Placed Abroad (Print Version)
IIPM in Financial times (Print Version)
IIPM makes business education truly global (Print Version)
The Indian Institute of Planning and Management (IIPM)
IIPM Campus
ZEE BUSINESS BEST B SCHOOL SURVEY
For More IIPM Info, Visit below mentioned IIPM articles.
1500-plus IIPM students placed across the country with 44 bagging international offers
IIPM set to beat economic slowdown
IIPM, GURGAON
IIPM - Admission Procedure
IIPM awards four Bengali novelists
The Hindu : Education Plus : Honour for IIPM
IIPM ranked No.1 B-School in India, Management News - By ...
IIPM Ranked No1 B-School in India
Moneycontrol >> News >> Press- News >> IIPM ranked No1 B-School in ...
» IIPM ranked No1 B-School in India :: Education, Careers ...
The Hindu Business Line : IIPM placements hit a high of over 2000 jobs
Deccan Herald - IIPM ranked as top B-School in India
India eNews - IIPM Ranked No1 B-School in India
IIPM Delhi - Indian Institute of Planning and Management New Delhi ...
domain-b.com : IIPM ranked ahead of IIMs
IIPM makes business education truly global-Education-The Times of ...
