FMCG majors Tata Tea Ltd and Hindustan Unilever Ltd (HUL) are gearing up for yet another round of warfare during the fiscal second quarter in the Rs 6,500 crore branded tea industry. While Tata Tea, India?s largest tea company (by volume) is drawing up fresh strategies, HUL is sharpening its focus on innovations and interactive ad campaigns to woo new consumers.
Currently, Tata Tea?s volumes lead the pack with a 20.3 % market share HUL?s share stands at 18.8 %. On the other hand, HUL has ?value leadership? with 23.3% market share while Tata Tea?s share is 21.5% (according to Nielson data). To take on Tata Tea?s `Jaago Re? ad campaign, HUL has rolled out an aggressive online ad campaign titled ?Stay Sharp?. HUL?s online initiative is supported by print & OOH (Out-of Home) campaigns created by Ogilvy & Mather India. In essence, HUL and Tata Tea will soon slug it out to gain market and mind share in Q2 FY 10.
According to Sangeeta Talwar, executive director, Tata Tea, the company?s game plan includes increased focus on rural markets (value packs strategy), hike in ad budget and modern trade initiatives to woo urban consumers. To start with, Tata Tea is re-launching its high-voltage campaign Jaago Re with a new theme and format. ?Our new format is a 360 degree ad campaign focusing on rural markets with value-packs prices at Rs 1, 5 and 10 in rural markets. Also, we are increasing our focus on modern trade to pump up volumes?, she added. As part of its marketing strategy, Tata Tea is increasing its advertising budget by 15% in Q2 FY 10.
HUL recently re-launched its brand ‘Lipton Yellow Label? with value additions. ?We launched the brand with a perfect blend that ensures delivery of the required levels of theanine to `Stay Sharp?. In line with this proposition, we had launched the world?s largest online collaborated jigsaw challenge to interact with consumers?, said a source from HUL. According to him, over 2 lakh players participated in completing the online jigsaw puzzle. The site got very good response.