TATA TiON – A New Choice !
TATA is a brand which can be used to market any thing under the sun.Whether it is Trucks,Cars,DTH,Tea,cell phone(CDMA or GSM),Tea,Software,Graphics etc etc TATA has marketed all of them well and made them the market leaders.
TATA hai to achcha hi hoga ! (If its TATA,It would be good).This is general public perception about TATA.
TATA is built on trust and quality.
Now yet again TATA has diversified and stepped into a new market (where trust is paramount ) i.e. Cold Beverage market.They have a new offereing called TATA TiON.The market is not exactly cold beverage but non carbonated and natural cold drinks to be precise.
TATA TiON is a branded,packaged and flavoured Iced Tea.Iced Tea as a refreshing drink has become quite popular in recent past.But mainly Iced tea was not branded and packaged per say.It was available as an option at vending machines at McDonalds,Subway or Nestle vending machines installed at various places.
Its priced at Rs 22 for 400 ml which is quite competitive if we see the simlar offerings in the segments such as Real,tropicana,Minute Maid etc.The Iced Tea which i normally have at outlets are also costlier than this.I remeber paying even 15 -20 bucks for a small glass(150 ml approx) so Price is not at all an issue for TiON.
I would definitely prefer a Ice Tea rather than a coke or a pepsi if it available at such a good price.I have not seen it in Mumbai yet.One of my friends in Chennai told me about it.In Chennai it has been launched with OOH campaigns.
The drink is available in 3 fruit flavours which gives consumer the much needed choice.
“This is a defining moment in the history of Tata Tea as it symbolises the transformative change taking place in the company,” Tata Tea, executive director Sangeeta Talwar said in the release.
The competition includes Nimbooz,Minute Maid,Tropicana,Real,LMN,Frooti,Slice and even Red Bull as you would notice later in the post.And yes the usual suspects,all the aerated drinks would definitely compete for their share.
Would people prefer TiON over normal soft drinks ?
TiON takes the question and answers it too on the label as
“It is a fact of life. You can’t let go off the new T!ON. Why? It’s delicious. It’s refreshing. It’s absolutely buzzing with active energy. And, best of all, its good. Na, good isn’t good enough. It’s good 3 times over. With 3 good things – tea extracts, fruit juice and ginseng. That’s (count them) 1. health, 2. nutrition, 3. energy. All in one bottle. The new T!ON with 3 good things. So why let go!”
One thing which i noticed in the above copy was the word Ginseng.On googling i came to know that its a plant that is useful in Stress Relieving,But not without some Side Effects and concerns but overall its a friendly substance.
Even HUL is coming up with its own Lipton Tea Ice Tea variant and they also are stressing on a chemical called ‘Theanine’ to appeal to working professionals.
Theanine is known to increase alpha brain waves associated with “relaxed yet alert” state of mind and the ability to focus attention and stay sharp, HUL said.
A new competition is about to begin where a chemical(or biological) warfare would be used for the first time in the field of marketing.
Ginseng vs Theanine
Both are supposed to be Stress Releasing substances but i wonder what would be the stress levels of the professionals involved in the launch and marketing of the products containing them.
The competition in the beverage market will only become fierce with the entry of such natural and health drinks.Pepsis and Coca Colas of the world are definitely feeling the heat.
What Say ?
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[...] about Digg as of September 17, 2009 TATA TiON ! – themanmeetsabharwalblog.com 09/17/2009 TATA is a brand which can be used to market any [...]
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[...] from: TATA TiON – A New Choice ! | Manmeet Sabharwal's Weblog By admin | category: iced tea | tags: iced tea, option-at-vending, packaged-per, [...]
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Very good analysis – particularly liked your appetite for research. And I agree with your conclusions too.. Keep going!
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TATA TiON – A New Choice !…
TATA is built on trust and quality.
Now yet again TATA has diversified and stepped into a new market (where trust is paramount ) i.e. Cold Beverage market.They have a new offereing called TATA TiON.The market is not exactly cold beverage but non car…
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” TATA hai to achcha hi hoga ! (If its TATA,It would be good).This is general public perception about TATA. ”
If the vehicle is from tata wait for some bug to pop, then wait for the bug to be fixed in next version and then buy, that’s what i got from the driver community
One thing that I don’t like about the packaging is that its opaque, top to bottom. Buying edibles especially drinks in India, I prefer a transparent bottle – so that I can at least have a visible inspection for suspended particles, discoloration etc.
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Some points i thought would put some perspective may be:
Tetley in UK already has a huge hit Ice Tea brand, so this wouldn’t exactly be completely new territory for Tata…Given that India is always a challenge, but i guess with some strong fundamentals in place this would work fairly well for Tata…
Also, i am not sure about this, but Lipton and Pepsi have collaborated before for packaging of ice tea, to what extent this partnership existed is something i wasn’t clear…but i guess this gives an idea that almost all the major co’s have prior experience with this kind of product in other markets….how long would tata be able to play on it’s first mover advantage???
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I agree completely on the Tetley point.So TATA can use Tetley experience to full use here but the question will that work in India ?
India seems to be very peculiar as a market.Campaigns and products which worked in US Europe sometimes doesnt seem to create a buzz here and sometimes its just the opposite.
TATA might have experience of tetley Ice Tea but still HOw India would react to the new drink would be an interesting thing to know.
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Does tata have the distribution infra in place fr this kind of a product?..considering it needs to compete with coke and pepsi or are they gonna tie up with someone.?
The product is definitely competitive and no reason why it should not be successful unless its the availability..
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I tried to find out about this but could not get something substantial.Himalayan mineral water is also owned by TATA but using the same distribution channels would not be possible as Himalayan is a premium exclusive product but TiON is more or less a mass marketing product so lets see how distribution shapes u.In chennai its already launched,so donno whats the channel there.
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[...] last post about TATA Tion i had mentioned that in India TATA stands for trust but in this case it seems to be a bit [...]
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Hello. I absolutely adore tea and coffee. Just got back from China and they make many awesome tea varieties there. If you have a chance, you should definitely consider visiting.
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The study of food science emphasises on the composition of foods and the changes that occur when they subjected to food processing. Functional foods are foods that promote health beyond providing basic nutrition. Our nutritional status, health, physical and mental faculties depend on the food we eat and how we eat it. Access to good quality food has been man’s main endeavour from the earliest days of human existence. more info log in http://www.123foodscience.com
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I completely agree nothing refreshes you like tea and coffee i shall definitely try out the tata tion.I also like the Lavazza flavoured instant Tea that we get in my office.
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