Tata Tea On Relaunch Drive, Godrej Prepares For National Launch

Mumbai: | Updated: Dec 24 2002, 05:30am hrs
Its now time for launches and relaunches in the Rs 4,000-crore Indian branded tea industry. Even as Godrej Tea Ltd is in the process of rolling out its new launchesGodrej Noble House and Godrej Chai Housein select cities, Tata Tea Ltd has already relaunched its select tea brands as part of the marketing strategy. In addition, Tata Tea has plans to roll out a slew of new products in this already over-crowded category in 2003.

As for the new entrant Godrej Tea Ltd, the company has already launched its new brands Godrej Noble House (a premium tea brand) and Godrej Chai House (mid premium product) in Delhi, Mumbai, Chennai and some other select cities.

Says Godrej Tea Ltd managing director Pranab Barua: We are going for a national roll-out in January 2003. Just after the national launch, we will launch our integrated marketing plans to promote the new launches.

Strapped with the punchlineSwaad Assam Ki, Mahek Darjeeling Ki Hogi, Godrej Noble House will hit the national tea markets within a few days.

Incidentally, Godrej has selected Ambience DArcy to design the communication strategy for both its new tea brands. The adline for Godrej Chai House is Jago Re and it is priced at Rs 160 per kg. This mid- premium product will take on loose tea brands, regional players and Red Label among others, adds Mr Barua.

Priced at Rs 210 per kg, Godrej Noble House is positioned as a premium brand and will compete with brands like Society, Girnar Tea, HLLs Taj Mahal and Tetley, informs Mr Barua.

As part of its marketing strategy, Godrej will start with outdoor media ad campaigns and then move on to print and television advertising. Our main thrust will be on television advertising. With an effective marketing mix, we will announce our new launches in 2003, says Mr Barua.

According to Mr Barua, prior to the formal launch of its new products, Godrej Tea had conducted extensive researches across the nation to know the needs and regional preferences of consumes. With the help of Indica, a leading research agency, we carried out our survey. Based on feedback from consumers, we have developed our new brands, he adds.

Meanwhile, Tata Tea Ltd has relaunched its premium brand Tata Tea and regional brands Agni and Kanan Devan. Says Tata Tea Ltd vice-president (marketing) Vivek Mathur: After relaunching Tata Tea, we have also revamped our communication strategy. We plan to build on the No 1 brand platform to promote the Tata Tea brand. Kanan Devan is quite popular in Kerala, Tamil Nadu, Karnataka and Goa. The objective behind these relaunches is to re-energise these brands.

As for the companys future plans, says Mr Mathur; We have a slew of new products in the pipeline. We are also looking at marketing tie-ups to promote our brands. However, I can not reveal further info on these plans.

According to a Mumbai-based FMCG analyst, the Indian branded tea market is highly fragmented with too many new players. To gain a leading edge, many players are now opting for price cuts and continuous promotions, adds the analyst.

Clearly, a marketing storm is brewing in the Indian tea cup.