Tata Tea Distribution

Tata Tea
Distribution

Tea
Importance Tata Tea
Processing Market Share,
& Distribution
& Volume,
Levels of &
Brands of Tata Advertising
Distribution Pricing
Tea

Amaad
Udaybhan
& Swapnil Yadav Rakesh Shah
Singh
Sashant
 Tata Tea History
 Tata Tea was incorporated on 18th October 1962, as a private
limited company and was converted into a public limited company
on 8th May, 1963. The Company Cultivates tea, coffee, cardamom,
etc., plantations and manufacturing, selling and exporting instant
tea and blended and packeted teas.

 It has a factory at Munnar (Kerala) for the manufacture of instant

tea and blending and packaging factories at Bangalore (Karnataka)
and Naine, Allahabad (U.P.).

 Tata Tea was the first tea company in India to set up processing and
packing facilities at the tea estates itself. Tata Tea's CTC factory at
Kakajan in Assam processes nearly 0.1mn kg of tea per day.

 The Tata Tea group is the world’s second largest global branded tea
operation with a presence in over 60 countries. The prominent
companies in the group are Tata Tea, the UK-based Tetley group
and Tata Coffee.
Tea Cultivation, Processing,
& Packaging

 Cultivation

 Tea Plucking

 Dryer Machine

 Fermenting

 Filtering
Tea Cultivation
Tea Cultivation in Northern Region
Tea Plucking
Dryer Machine
Fermenting
Filtering
Tea Packaging
Tata Tea Brands
 Tata Tea Premium
 Tata Tea Premium brand was launched in
1987.

 The brand promises a cup of tea that gives

'asli taazgi' (real freshness) to the consumer.

 Tata Tea picked finest tea leaves and packed in aluminum

foil pack for maintaining freshness and aroma.

 The 'bagano ki taazgi' (garden freshness) proposition

appealed greatly to our consumers and made our brand a
huge success.

 RS.65/- FOR 250gm

 Tata Tea Agni

 TATA TEA Agni, became its new offering

for the Economy segment by bringing the
popular economy brand Agni under
the stable TATA TEA.

 It was launched in 1998.

 The Tata Tea Agni not only offers an innovative blend

consisting of 10% high quality extra strong leaf, but
also comes in stylised superior quality packaging
unmatched in this segment.

 RS.41/- FOR 250gm

 Tata Tea Gold

 Tea GOLD, a tea that has aroma coupled

with a refreshing taste. It was launched
in 2003.

 The product, introduced as an upgrade variant of Tata Tea

brand, has a blend of 85% CTC and 15% long leaf tea. This
is a blend of tea which has unique and superior taste.

 The blend has been arrived at after extensive research and

feedback from the customers. Customer feedback
suggested that aroma in tea, is always a strong indicator of
great tasting tea.

 RS. 72/- FOR 250gm

 Tata Tea Life
 Tata Tea Life is regular black tea
with the addition of natural flavours
of herbs and spices - ingredients,
which are traditionally known to provide
overall health and wellness.

 TheTata Tea Life is a product which tastes exactly like the

normal cup of tea but with the added benefit of ‘do good’
herbs and spices. It include Tulsi, Cardamom, Ginger,
Elaichi

 Hence, The launch of Tata Tea Life is in line with the

company’s ever striving efforts at offering newer and better
innovations for its consumers.

 RS.55/- FOR 250gm

Distribution
 Introduction to Distribution

 Distribution is the process of delivering

the product to the marketing channels
and consumer.

 Distribution involves various activities in

the physical flow of the product from the
producer to the consumer.
 Introduction to Distribution

 Distribution takes care of functions

such as transportation, warehousing
inventory management.

 Distribution facilitates the flow of the

products and marketing channels
actually connect the firm with its
customers.
Importance of
Distribution
 Importance of Distribution

 Distribution ensures the physical

flow of the product from the product
to the consumer. Without this flow
marketing cannot take place

 Confers place and time utility on

product.
 Importance of Distribution

o Distribution helps to build client.

o Where production location and

markets are distanced, physical
distribution becomes more crucial.

o Distribution is a promising area for

cost reduction.
Distribution
Channel
Distribution Channel
Distribution Pattern
&
Pricing
 Tea Garden

Auction Sale Private Sale

Transportation Cost

Tata Tea Blending Center

Transportation Cost

Zone Distribution
Center
Transportation Cost To Paid
By Distributor

Distributor

Consumer
Retailer
 Auction Broker

J. Thomas & Co. Private Limited. Nilhat House, 11 R

N Mukherjee Road, Calcutta 700 001, India.
Tel: 91-33-22486201 For information write us at
jthomas@vsnl.com
Auction Centre
 Private Sale

 Amalgamated Plantation Pvt.Ltd.

 Bombay Burmaha Tea factory Ltd.
 Gopaldhara Tea Co. Pvt. Ltd.
 Teloijan Tea industries.
 Warren Tea co.
 Maclleod Russel
 Transport
BAJAJ PARIVAHAN PRIVATE LIMITED

MAA ANNAPURNA TRANSPORT AGENCY

 Distributors
 NIHAR AGENCY
51, PLOT-82, SECTOR-12, VASHI,
NAVI MUMBAI

 PRAMANIK ENTERPRISE
8/9, POOJA BLDG, SECTOR-9/A,JUHUGAON,
VASHI,NAVI-MUMBAI

 ARIHANT TEA CO.

6, SECTOR-19, APMC ,DANA MARKET, VASHI.
PURCHASE RATE FROM GARDEN 140/KG     

        
TATA TEA MARGIN & EXPENSES 140     

  12PACKING CHARGES    
  6ADVERTISEMENT    
  40PROFIT    
  4TAXES    
  4TRANSPORT 206 51.5
  206     
        
DISTRIBUTOR MARGIN & EXPENSES 206/KG     

20PROFIT    
  3TRANSPORT    
  2VAT 4% 231 57.75

  231     
        
RETAILER MARGIN 231/KG     

41PROFIT 272 68
        
Market Share,
Volume
&
Advertising
 Market Share of Tata Tea

16.7 %

61.8 %
 Market Share of Tata Tea

19.2 %

62.2 %
Sales of Tata Tea
 A ”Brand” - New Awakening

 Unifies four brands to create a mega Tata Tea Brand

 Launches Jaago Re, a holistic 360 degree advertising

campaign using the unique route of social awakening.

“Har Subah Sirf Utho Mat, Jaago Re”

THANK YOU