Tata Ceramics

CASE STUDY ROUND FOR MAKE YOUR MARK

TATA Ceramics Limited

Shifting From a B2B to a B2B+B2C Business Model

Introduction:

products

TATA Ceramics Limited (TCL), a public company registered on 27th March 1991, an associate company of

Tata Power has just completed its 22 year anniversary. It is based in Kochi, Kerala and has about 400

employees. It produces and sells premium fine-bone china crockery, giftware and tableware in India and

other markets. The company's products are expordted to Australia, Canada, Germany, Ireland, Italy, South

Korea, New Zealand, the UK and the US. exports

The crockery on display at the Tata Ceramics factory in Kakkanad, near Kochi consists of plates, teacups,

saucers and tureens in a cornucopia of shapes, sizes, colours and designs and have been crafted mostly

for the export market, but they don’t carry the company’s tag. Instead, the exquisite bone china and

porcelain coming out of Kakkanad bear the mark of celebrated names such as Wedgewood, Royal Doulton

and Churchill.

The major players in this market are Royal Worcester, American Waterford and Lennox which have a

history of over 2 centuries. That's why Tata Ceramics has to piggyback its offerings through, among others,

Wedgewood, Churchill and Royal Doulton, retail chains with an annual turnovers of more than $1 billion

each and distribution channels in 60-70 countries. These chains conduct regular market surveys, based on

which they provide Tata Ceramics with contracts to manufacture and handcraft specific sets of products.

TCL makes the product and they sell it under their brand name because it needs brand equity support.

This way it could cut down its risk. Wedgewood, one of the company’s prized clients, buys crockery from

India, Thailand and China, the dominant force in the world crockery market with a 40 per cent share.

Products:

The Tata Ceramics range of crockery enhances the eating experience with its fine designs and versatility.

It introduces 3-4 designs for dinner and tea...