Marketing

Marketing

Case Study : Tata Tea – Champion of Cause Marketing

Submitted by Preetha Sriram

December 6, 2013

1. What are the types of marketing that Tata Tea has tried to do in its campaigns?

Introduction

The brand of any product passes through a life cycle. Tata Tea’s initial advertising campaigns predominantly conveyed the functional and physical aspects of the tea brand like freshness, taste, energy, packing, quality etc. Through the years Tata Tea has communicated its promotional messages using high impact payoff lines and jingles. Over the years, its advertising has made evolutionary shifts in its brand positioning, moving from a functional promise in the Asli Taazgi (real freshness) campaign to Asli Taazgi , Asli Maza (real freshness, real pleasure) which laddered Taazgi to a higher benefit.

The advertising campaign for Tata Tea Premium moved the brand to another platform: it sold a dream through its tagline Taste Kamyabi Ka (the taste of success) epitomised by its high-achieving brand icons, Sania Mirza and Sunidhi Chauhan. The thought is simple: effort makes everything possible.

The “Jaago Re” Campaign

Having attained the status of a dominant market player with sizeable business volume, the company raised its communication efforts to the self-actualisation level and positioned itself as a channel for social awakening. The brand’s most recent campaign – and possibly the high point in its evolution, so far – was the high decibel Jaago Re (awaken) campaign. This outstanding creative effort sought to elevate the role of tea from being just a wake-up drink to a medium of awakening – Har Subah Sirf Utho Mat, Jaago Re (each morning don’t just awaken your body, awaken your soul). The campaign received both critical acclaim as well as positive consumer feedback. Launched just before the general elections of 2009 the campaign achieved the dual purpose of imparting a socially relevant message as well as the fine association with the product.

The...