Tata Tea Limited SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 8671
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SWOT Analysis of Tata Tea Limited with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Tata Tea Limited

Parent Company

Tata Group

Category

Food Processing

Sector

Foods and Beverages

Tagline/ Slogan

Aaj se khilana band, pilaanashuru; Har subah sirf utho mat, JAAGO RE

USP

Refreshing taste of Tata tea

STP

Segment

Various segments(Based on price)

Target Group

People preferring tea with different brands based on their choice of price

Positioning

Kadak(Strong) tea

Product Portfolio

Brands

Tata tea

Tetley

JEMCA

Good Earth teas

Tata Coffee

SWOT Analysis

Strengths

1. World’s second largest manufacturer and distributor tea.

2.Brands like Tetley are biggest selling brands in United Kingdom, Canada and US

3.Brand presence in 50 countries

4.Most trusted brand

5.Tata tea is considered to be healthy because of its anti-oxidant properties

6.High customer loyalty

Weaknesses

1. Highly fragmented market in India

2.It is labour intensive industry and has associated issues

3. Concentration risk over single category

Opportunities

1.Come with more flavours in tea

2.Postion tea as a healthy drink as compared to coffee

3.Increase its presence in rural market

Threats

1.Suppliers from efficient markets like Kenya. Sri Lanka, Vietnam, etc. entering the market

2.Competition from local and regional players

3.Youth does not prefer tea

4.Substitues like juices are becoming more popular

Competition

Competitors

1.Brooke-bond Lipton

2.Bombay Burmah

3.Assam company

4.Dhunseri Tea

5.Harrisons Malay



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