Yes, I am talking about TATA Tea. TATA Tea launched in 1985 created a polypack revolution in tea in India. Rs 5,100 crore Tata Tea, India’s largest tea company by volume since June,2007, is now market leader in terms of value also with a value share of 22.6% in November, 2009 against HUL having value share 21.3%. Branded tea market in India is valued at Rs 7000 crore (Source: A C Nielsen).
After being volume leader in June, 2007 TATA Tea planned to become number 1 in terms of value. They already has good distribution network. Only thing they needed to strong their distribution network more as well as to connect their brand emotionally with the consumer.
Sale increase sue to following initiatives-
1- Better reach that the company had achieved through organized retail.
2- Over the past two years, Tata Tea has been pursuing several strategies including launching value packs to be able to compete with local brands across the country. The company re-priced some of its brands including Agni, which paid off.
3- In addition to that, the company also strengthened the brew and supported the brand with better packaging and communication.
4- “JAGO RE” campaign.
“JAGO RE” campaign-
TATA Tea launches new commercial called “JAGO RE: har subah sirf utho nahi, jago re” and changed its positioning. For this TATA Tea join hands with JANAAGRAHA, a Bangalore based non-profit-organization to create a platform that will motivate vast number of youth to participate actively in the electoral process of country. “JAGO RE” campaign last year in line with our vision to transform tea from a medium of mere physical and mental rejuvenation to a medium of social awakening. The campaign which received both critical acclaim as well as very positive consumer feedback has set us on a journey to connect with the heart, mind and soul of young India’s emerging social consciousness. This year the focus of the Jaago Re! Campaign is to awaken the youth to the power that lies in their hands - the power to influence, the power to choose, the power to vote! The Jaago Re site enables registration of voters thus helping to them to be a part of the electoral process and hence be key agents for positive change in our democracy.” Jaago Re! One Billion Votes is a clarion call, especially to the youth, to jettison the cynicism and take the first step towards citizenship - it unleashes the power of one billion voices in nation building.”
While this campaign caters to the entire nation, certain services of the website will initially be available for those residing in the top 35 Indian cities and towns (7 Metros and 28 Class 1 towns), which account for 30% of the urban population. Going forward these services will be made available across the country in a phased manner.
The Jaago Re! Campaign which was initiated year 2007 now takes a new leap. From challenging the qualifications of a politician to run the country.The campaign now seeks to empower the youth to influence polity by exercising their right to vote.
One of the single largest deterrents of the speed at which public and private investment and sectorial and social reforms can impact the life of the Aam Admi (common man) is corruption.” Buoyed by the success of ‘Jaago Re’, its earlier campaign which exhorted people to wake up and vote, India’s largest tea manufacturer, Tata Tea, today launched another campaign titled ‘Aaj Se Khilana Bandh, Pilana Shuru’. This version takes the issue of corruption and urges citizens to awaken and fight against it. The new campaign will be a “360 degree integrated marketing campaign”, which will connect equally with consumers across the retail network of Tata Tea, as also through online and mobile touch points. Various on-the-ground initiatives will take the message closer.
Tata Tea will also come out with a ‘Jaago Re Corruption Index’. This will gauge the perception of people on corruption and quantify it. It will also promote December 9, internationally marked as ‘Anti-Corruption Day’, to make it into a national activity.
December 15, 2009 Tata Tea launched Jaago Re Vrath Yatra, a 38 day long national bus journey against corruption, to connect with the youth and urge them to pledge against corruption. The Vrath Yatra which has been designed in association with Radio Mirchi and Fever will be reaching Mumbai, its next destination after Bangalore and Pune. The bus is expected to be in Mumbai as per the schedule below:
The Vrath Yatra, which started from Bangalore on December 9th, International Anti-Corruption Day, will travel to Kolkata via Mumbai and Delhi, touching a total of 12 cities on the way, there by covering a significant cross section of the country.
The campaign in keeping with the meanness of the strategy also plans to deploy a mega approach to connect with the consumer at all possible touch points. Television will be the lynchpin of the campaign. There will be one main commercial and six short duration commercials. Each of the commercials will touch upon one relevant social issue. As part of the campaign Tata Tea brand has also tied up with the Jaago India foundation. The foundation and Tata Tea have launched a website that each month will cover a socially relevant issue. The site will provide all the required information on the issue, will allow consumers to interact and provide solutions. To generate interest and create empathy the site will feature four short film on the topic of the month. Other than television and the website the campaign will also use radio, press, shop level visibility and the new outdoor medium of malls and multiplexes to drive home the message of Jaago Re. Many of the communication tools being planned at the malls and multiplexes will be used for the first time in the country.
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