Published by MBA Skool Team, Last Updated: March 25, 2017
Marketing Strategy of Tata Chemicals analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Tata Chemicals marketing mix, help the brand succeed.
Tata Chemicals marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Tata Chemicals Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Tata Chemicals Product Strategy:
The product strategy and mix in Tata Chemicals marketing strategy can be explained as follows:
Tata Chemicals is one of the leading chemical companies in India. Tata Chemicals business can be divided into 4 segments and accordingly the products are categorized as the following:
a. Consumer products: These are used by people in day to day life. Tata salt brand comes under this segment. Tata salt is market leader in iodized salt segment in India with more than 600 million people consuming it every day. Tata salt has two salt variant: Tata Salt lite and Tata Salt plus. The low cost and innovative purifier ‘Tata Swatch’ also belongs to this segment. Tata Chemicals also offers nation’s first brand of pulses called as ‘Tata Sampann’ which was previously called as I Shakti.
b. Industry Chemicals: Tata Chemicals is second largest producer of Soda ash in the world. Tata chemicals produces industry essentials like caustic soda, liquis chlorine, gypsum etc which are required by diverse industries such as glass, textile, food, mining, chemical processing etc.
c. Agri Soultion: Tata Chemicals produces essential farming products such as fertilizers, pesticides, improved seeds, special nutrient to enhance crop productivity. Tata chemicals also runs Tata Kisan Sansar network to provide special information to farmers to improve agricultural practices.
d. Nutritional Solution: Tata chemicals under its Sustentials brand offers nutritional solution to modern customers. Tata chemicals flagship product ‘Gossence’ is helpful in growing good bacteria to improve health.
All these complete an insight in the product offering in its marketing mix.
Image: company website
Tata Chemicals Price/Pricing Strategy:
Below is the pricing strategy in Tata Chemicals marketing strategy:
Tata Chemicals faces tough competition from HLL (Annapurna, captain cook salt), BASF, Pidilite Ind, Aarti Ind etc.
As the numbers of competitors are more in the consumer product segment which offers commodities such as salt, pulses, purifiers etc. therefore Tata Chemicals follows a competitive pricing strategy for its products. The reason for this pricing strategy is because buyers (consumers) have more bargaining power and can switch brands easily. Tata Chemicals always focuses on providing best quality products to its customers as pricing are nearly same by all competitors like Tata Swatch purifier is a low cost innovative water purifier solution by Tata Chemical. Tata Chemicals also charges competitive prices for its industrial products like chemicals and other agri products etc. Tata Chemicals also sometimes follows flexible pricing policy and gives discount on its agri solution products like fertilizers, pesticides etc mostly sold to small farmers with low income level. For its business division of Nutritional Solution the company charges premium pricing strategy for its flagship brands like Gossence. This covers how the company price’s its products in its marketing mix.
Following is the distribution strategy in the Tata Chemicals marketing mix:
Tata Chemicals Ltd began its operation in Gujarat in the year 1939 and now it operates in 4 continents covering Asia, Europe, Africa and North America. The company has its own branded stores in places that sells its products. Tata Chemicals run Tata kisan Sansar outlets other than its presence in traditional retail stores and other retails chain. TCL has a strong distribution network for its salt brand and it uses the same network to sell now I Shakti pulses across India. Also Rallis india which is a subsidiary of Tata Chemicals which operates in farm products sector has more than 2300 distributers and about 40 thousand retails shops across India which covers more than 80% of Indian districts. Rallis India is benefitting more than 5 million farmers across India through its Kisan Kutumb program.
These retail shops offer the farmers a one stop solution for all the farm essential products and services.
Tata Chemicals Promotion & Advertising Strategy:
The promotional and advertising strategy in the Tata Chemicals marketing strategy is as follows:
Tata Chemicals uses omni channel to promote its brand and products. The company is engaged in promotional activities on TV, radio, print, social media, events and sponsorships. Tata Chemicals has hired some famous celebrities like Sanjeev Kapoor to endorse the I Shakti pulses brand. Tata chemicals emotional promotional campaign ‘ Tata namak: Desh ka namak’ is the most popular campaign. Tata salt also came up with a promotional strategy of branding plates during the Kumbh mela of 2016. Tata chemicals also run Tata Chemical Society for Rural Development (TCSRD) program to increase productivity of crop and impart knowledge to farmers. Tata chemicals also started a social program called ‘Desh ko Arpan’ to help under previleged children in society. Tata chemicals also provides sponsorships to AnnualWomen STEM conference at university of Wyoming and during Rio Olympics it launched a campaign ‘Namak ke Waastey’ for supporting Indian athletes. Hence, this concludes the entire marketing mix of Tata Chemicals.
About Tata Chemicals:
Tata Chemicals Ltd (TCL) is a part of the Tata Group. It was founded in the year 1939 by JRD Tata. The company’s headquarter is at Mumbai, Maharashtra. Tata Chemicals is one of the largest Indian chemical companies with worldwide operations. The company began its operations in Mithapur, Gujarat to make marine chemicals from the ocean. Now the company has got a global operation reach operating from Asia, Europe, North America and Magadi. The company offers products in four segments: Consumer product, Agri Solution, Chemical Solution and Nutrition solution. The company employees more than 6000 people spread over 4 continents for its operation. The subsidiary of Tata Chemicals includes Rallis India which is an agrochemical company in India, Metahelix which is a biotechnology company which works to improve crop productivity.
Also Tata Chemicals has its stakes in Indo Maroc Phosphore company which supplies phosphoric acid to the Indian market. Tata Chemicals is the second largest sada ash producer worldwide and Tata salt produces under the Tata Chemicals company is consumed by more than 100 millions households each month.
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