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Consumers are seeking an ‘upgrade’ in the coffee category: Sushant Dash

14-January-2016
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Consumers are seeking an ‘upgrade’ in the coffee category: Sushant Dash

The coffee market in India is worth Rs 2500 crores, of which the instant coffee market is pegged at Rs 1300 crores. The growing Indian Coffee retail business, which currently stands at

a staggering Rs 1800 crores, has further fuelled the demand of the coffee sector.  Though this sector has limited players; Nestle‘s Nescafe and Unilever’s Bru being dominant players, the sheer scope of the market has unleashed a new era of competition with each player vying for the larger pie. What makes this market more attractive is the growing coffee consumption in non-southern markets in India.

Given this scenario Tata Global Beverages has launched its new product-Tata Coffee Grand which aims to give consumers a ‘best in class’ taste experience in the instant coffee category.

 TGBL‘s new launch:

Sharing details about the factors that led to the launch of Tata Coffee Grand, Sushant Dash Regional President India, Tata Global Beverages, says, “After leading the tea market for many years, we thought it is the right time now to enter the branded instant coffee market. The launch gives us the opportunity to leverage our product, marketing and retail expertise in addition to capitalising on the expertise of Tata Coffee in growing and processing coffee.”

“Our consumer surveys and insights reveal that consumers are looking for more options in this category. Tata Coffee Grand is custom created to fill in this gap with a superior product & innovative offering,” he adds.

Marketing strategy:

Tata Coffee Grand brings home the Tata expertise, which lends it an equity, that the brand believes is a rarity in the local market. Speaking about the marketing strategy of the new product, Dash, says “We believe, both our product as well as our packaging and marketing mix, are differentiated and clutter breaking.

The product blend is a mix of coffee powder and agglomeration crystals and the coffee is primarily sourced from Tata Coffee’s plantations in South India leveraging Tata’s rich coffee heritage and expertise. The packaging is a distinctive blue which will stand out on shelf. The brand personality we want to convey is edgy yet authentic. Our consumer insights tell us that, as far as the coffee category is concerned, consumers are seeking an ‘upgrade’. With this product we intend to give our consumers that heightened taste and quality.”

Brand positioning:

Tata Coffee GRAND is positioned as a unique offering with a distinct and innovative blend of finest coffee powder and decoction crystals which brings together the convenience of instant coffee along with superlative taste and flavour.

Brand Campaign

The brand campaign includes a marketing mix consisting of a 360 degree virtual reality tour of Tata Coffee Plantations in South India, a series of disruptive web films that launch a mission to ‘kill bad coffee’, A television commercial, digital activation across social media platforms and media and PR integration and activations. At the heart of this communication mix is ‘The Granny’ The Agent of Change! The Tata Coffee Grand Granny is the ultimate authority on good coffee.

The new television commercial features the ‘Granny’ dressed in a mix of traditional south Indian attire and western hip-hop apparel. With her sunglasses and bling, she takes on a bunch of youngsters in a style no less than that of a showstopper. In her signature style she raps about ‘coffee, the way it should be’.

Conceptualized by Mullen Lintas, the campaign is supported by an extensive social media plan and media integrations. The advertisement is currently aired in Hindi, Tamil and other languages.

Shriram Iyer, National Creative Director, Mullen Lintas, said, “With the launch of a new product in one of the oldest categories in the country but one that’s just beginning to see a surge in growth, came along an opportunity to do something really unique and interesting. We’ve tried to break away from the monotony of conventional advertising on coffee by enlisting the help of a South Indian grandmother who’s anything but traditional. Decked in hip hop gear and bling, through an integrated 360 degree campaign, she teaches consumers on what it takes to make great coffee and to stop drinking what has now begin to pass for coffee, by rapping it.”

Watch the TVC here:

“This is a refreshing take using compelling storytelling that speaks to both existing coffee drinkers, as well as young, curious prospective consumers who are looking for a new beverage of choice. With this campaign, TGBL looks to challenge the category codes in a way that is uniquely Tata Coffee Grand.” Says Dash talking about the campaign.”

Will Tata Coffee GRAND make its mark in a market with strong established players Nescafe and Bru? Time will tell…….

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