A marketing war is brewing between major players in the branded tea segment in India. Even as Godrej Tea Ltd is in the process of finalising a leading ad agency to handle its advertising account, in a strategic move, Tata Tea Ltd has shifted its Tata Tea (premium brand) ad account to Vaishnavi Advertising. With this, the company is all set to launch a new ad campaign with a new positioning for its Tata Tea premium brand.
Godrej Tea Ltd’s has short-listed two ad agencies to create its communication strategy. Ambience D’Arcy is one of the two agencies.
According to sources, Godrej will launch its branded tea some time next year. At present, the company is conducting an extensive market research before the formal launch of Godrej Tea. The company is looking at specific flavours for specific markets. In fact they are not competing with traditional players in this segment.
At present, Hindustan Lever Limited (HLL) leads the pack in the packet tea segment (estimated to be 2,20,000 tonnes by ORG) with a market share of 30 per cent with brands like Brooke Bond Red Label, Taj Mahal, 3 Roses, A1 and Taaza.
According to an HLL sources, Taj Mahal tea has now been positioned as ‘Sabse Khaas Taj Ehsaas’. The new proposition has been activated in the market in a variety of ways. An aggressive media campaign has reached out to consumers through a mix of media vehicles. While the press ad describes the experience of Taj in poetry, the radio commercial strikes a chord with the consumer through music.
In addition, HLL has also launched its brand Taj Mahal in a new premium pack. The new tin pack delivers a great ‘ehsaas’ to the consumer. The tea is sealed inside the tin with a tamper-proof aluminum tagger, which keeps it fresh. It is priced at Rs 60. A pack of tea bags are priced at Rs 23.