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Integrated Marketing & Tata Tea Strategy

The document discusses integrated marketing communications (IMC) and provides examples from Tata Tea's marketing mix. IMC is the strategic coordination of advertising, public relations, sales promotion, personal selling, and direct marketing to deliver consistent branding messages. Tata Tea uses various elements of the marketing mix like the "Jaago Re" advertising campaign, trade promotions, personal selling at stores, and direct marketing through competitions to effectively communicate their brand attributes and position Tata Tea as a responsible brand.

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Sudhir Singh
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211 views10 pages

Integrated Marketing & Tata Tea Strategy

The document discusses integrated marketing communications (IMC) and provides examples from Tata Tea's marketing mix. IMC is the strategic coordination of advertising, public relations, sales promotion, personal selling, and direct marketing to deliver consistent branding messages. Tata Tea uses various elements of the marketing mix like the "Jaago Re" advertising campaign, trade promotions, personal selling at stores, and direct marketing through competitions to effectively communicate their brand attributes and position Tata Tea as a responsible brand.

Uploaded by

Sudhir Singh
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Integrated Marketing Communications

Integrated Marketing Communications

The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
It links the marketing function with the communication function to deliver effective marketing messages through informing, convincing and persuading people to buy.
15 - 1

ELEMENTS OF THE MARKETING COMMUNICATIONS MIX


1. Advertising 5. Direct Marketing

2. Public Relations

4. Personal Selling

3. Sales Promotion

Integrated Marketing Communications (IMC) is the strategic integration of multiple means of communicating with target markets

tata tea
Tata Tea Limited, also known as Tata-Tetley, is the world's second largest manufacturer and distributor of tea . Tata Tea has gained volume leadership The total value market of tea in India was Rs 11,000 crore Tata Tea thrives on the great leaves, great tastea platform in the popular category. Joint venture with Lyons Tetley to export valueadded tea bags and tea packets.

Advertisements of tata tea


Tata Tea Ltd is set to launch a brand campaign under the theme "Jaago re" that will position Tata Tea as an umbrella brand for its four existing brands. The campaign will focus on social responsibility. All the four Tata Tea brands Tata Tea Premium, Tata Tea Gold, Tata Tea Agni Tata Tea Life

Public relation of tata tea


Marketing plan & its strategies makes product race in competitive situation and executes brand image, which gives loyal customers to the company.

Sales promotion of tata tea


Create an advertising campaign to build brand awareness and differentiate products quality from competitors through emphasizing tradesales promotion to support distribution strategy. JAGO RE campaign increases volume of Tata tea company in 2007. Tata Teas brand-building initiatives are focused on taste, quality and imagery

Personal selling of tata tea


Promoting the tata tea directly at the family mart Tata tea have successfully brought an emotional angle of selling

Direct marketing of tata tea


Compaign

communicate brand attributes


Most advertisements talk about the functional attributes of a brand. It's using larger causes or issues as a platform to communicate brand attributes. eg. 1. Tata Tea Jaago Re 2. Idea cellular's by broaching issues like casteism, corruption and even environment Times of India (TOI) and Pakistan's Jang Group's Aman Ki Asha

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