Rural marketing: TATA TEA

Introduction to Rural Market.

Over 70% of the total population live in villages.

Agriculture and agriculture related activities contribute to about 75% of the income in rural areas. More than 50% of the national income is generated in rural India. Rural markets are growing at fives times the rate of urban markets. While rural markets offer big attractions to the marketers, it is not easy to enter the market and take a sizeable share of the market within a short period.

Introduction to Tata tea.

Tata Tea is the largest tea brand in India. Tata Tea today is able to deliver fresh Tea from its own plantations and also ship customized blends to discerning Tea importers around the globe. Tea is the most popular and cheapest beverage, next to water, in the world. Tata Tea exports Markets.

TATA TEA: AGNI SHOLAY:

TATA Tea Ltd, the world's second-largest tea company, launched the erstwhile Agni brand as `Tata Tea Agni Sholay ' for the Rural Market. TATA Tea Ltd, as part of its strategy to be present across price points. Agni Sholay, targeted at the price-sensitive middle and lower middle-income group customers. The product would cover the entire domestic market by the end of this fiscal. Delhi, Bihar, Uttar Pradesh, Haryana, Punjab and Himachal Pradesh.

The Legendary Origins of Tea:

The story of tea began in ancient China over 5,000 years ago.

According to legend, Shen Nung, an early emperor was a skilled ruler, creative scientist and patron of the arts. His far-sighted edicts required, among other things, that all drinking water be boiled as a hygienic precaution. One summer day while visiting a distant region of his realm, he and the court stopped to rest. In accordance with his ruling, the servants began to boil water for the court to drink. Dried leaves from the near by bush fell into the boiling water, and a brown liquid was infused into the water. As a scientist, the Emperor was interested in the new liquid, drank some, and found it very refreshing. And so, according to legend, tea was created.

Loose Tea Market:

The tea leaves are packaged loosely in a canister or other container. Convenience. This type of tea is widely use in Rural Market. Loose Tea is available in the Market in a very cheap rate. Loose Tea is widely accepted by the people in rural regions. Since the people residing in the regions are lower income class people, they prefer loose tea rather than packaged Tea.

Characteristics of Rural Markets:

Large number of consumers: Occupation pattern: Literacy level: Low standard of living: Media reach: Communication facilities:

Transportation facilities:
Rural electrification: Distance:

EXPORTS OF RURAL PRODUCTS:

Branding strategy :
Rural Product Development.

Rural Branding.
Rural Market Research. Rural Communication Campaigns. Rural Events.

Promotion Strategies.
Formal media:

Newspapers and magazines.

Radio.
Cinema.

Outdoor advertisements.
Point of purchase.

Wall paintings.
Tree boards.

Swot analysis of Tata Tea in Rural India :

STRENGTH

THREATS

TATA TEA

WEAKNESS

OPPORTUNITIES

THANK YOU

GROUP MEMBERS:
ROLL NO. 22 58 26 36 18 NAME Murtuza Makwana Furquan Siddique Karim Merchant Shahnawaz qureshi Sharukh Khan

20
25

Asad Ali Hatim

Firoz memon