TATA GREEN TEA
ABOUT THE PRODUCT
India’s tea culture is advancing today as current Indians from different regions sip their cup of tea in cafes, restaurants, and teahouse and of course at their homes. It is not at all surprising that, although, with so many health benefits of green tea, it is one of India’s leading beverages of choice. Moreover its refreshing taste makes it a comforting drink to begin a new day or de-stress after a long one.
Genesis of green tea comes from china but its production is distributed in many parts of Asia. Green tea is a type of tea which is different from oolong tea and black tea because its leaves have not undergone the extreme withering and oxidation process as the other two.
Facts on Green Tea:-
Here are some important facts about green tea:-
Green tea has been used in traditional Indian and Chinese medicine.
There are many different types of green tea available.
Green tea may help prevent a range of ailments including cancer.More research is needed to prove many of the health claims surrounding green tea.Types of Green Tea:-
The types of green tea are as follows:-
Bottled and sweetened with sugar or an artificial sweetener.
In single tea bags.
Green tea supplements, which are sold in capsule form or liquid extracts.
ABOUT THE COMPANY
TATA GROUP OF INDUSTRIES
Tata Group is an Indian Multinational Conglomerate Holding Company with headquarter in Mumbai, Maharashtra, India. It was founded in1868 by Jamshedji Tata. Tata Group is the biggest private corporate group in India and has been perceived as a standout amongst the most regarded organizations on the planet. It bargains in Steel, Communication, Automobiles, Information Technology, Power, Tea, Hospitality and so on. The TATA GROUP works in excess of 85 nations crosswise over 7 landmasses and its organizations send out items and administrations to 80 countries.
The TATA GROUP includes 114 organizations and auxiliaries in 7 business segment, 27 of which are freely recorded. 65.8% of the Ownership of TATA GROUP is held in magnanimous trust.
Companies which form Major Part of TATA GROUP Include:-
TATA CONSULTANCY SERVICES (TCS)
TAJ HOTELS and etc.
The present director of TATA GROUP is Ratan Tata, who took the firm over from J.R.D Tata in 1991. The organization is right now in its Fifth Generation of Family stewardship. The TATA GROUP is one of India’s biggest and most regarded business groups. It has income of over $100billions and in excess of a 100 working organizations with nearness crosswise over 7 business segment. It has a Global impression with activities in more than 100 nations and utilizes more than 5, 81,000 individuals around the world. The Group is focused on Improving the Quality of life of the networks it serves.
Production of TATA GROUP (Production line)
Following are key Tata Production Line:-
TATA STEEL :
Hand Tools ;over operations
Carbon Steel and etc.
TATA MOTORS :
Multi-Purpose vehicle and etc.
TATA COMMUNICATIONS :
HOTELS & HOSPITALITY :
Hotel ( TAJ )
Airline Catering Services
Hotel Management ( Trainings )
CONSUMER PRODUCTS :
Tea/ Tea Bags
Pulses and etc.
ABOUT TATA GREEN TEA
TATA Global Beverages Ltd. (some time ago known as TATA Tea) is an Indian Multinational Non Alcoholic Beverage Company, headquarter in Kolkata, West Bengal. It’s a Subsidiary of TATA group. Since 2000, Tetley is an entirely possessed backup of the Indian multinational company Tata tea worldwide refreshments, the second biggest maker of tea on the planet after HUL. With this securing, green tea was presented in India. From that point forward the brand has gone from quality to quality, with brand nearness in more than 40 nations, with a large number some green tea appreciated regular. With this procurement TATA obtained an enormous piece of the pie in Indian green tea industry. TGBL has evaluated the green tea brands like Tetley barely higher than Taj Mahal, and Temptation however marginally lower than HUL’s contending brands like brooke bond and lipton green tea. The potential for TATA green tea in India is gigantic as TGBL takes after a correspondence system that spotlights on the item and the item encounter. The brand promoting methodology of TGBL is in three sections: the brands legacy, the tea’s taste, fragrance and shading, and the passionate holding with the buyer. Every one of the ads presently in Green tea advertises close down with the line ‘Time for tetley’.
In 2012 the aggregate tea creation in India was around 1126.33 million kilograms. It is the second biggest maker of tea after China It was fourth in amount send out, which 201.08 million kilograms starting at 2012 Green tea represents around 5 for each penny of the aggregate tea advertise in India and is developing at 50 for every penny yearly Tetley right now has a 27% offer in the green tea section with its significant rivalry being HUL and neighbourhood producers. Tata propelled Tetley this February to take advantage of the developing business sector of developing green tea customers. The organization likewise plans to transform another fragment of wellbeing cognizant individuals into energetic green tea customers by advancing the advantages of green tea
Growth ; Expansion of TATA GROUP
For the FY 2010-11, TATA GROUP revealed that its international tasks comprised 58% of the group income with US$ 48.3billions. Experts opened that while sends out from India were the way to the Growth of TATA GROUP’s International business. Interest in resources abroad through Greenfield Projects, Joint endeavour and acquisitions has additionally added to the Groups Growth.
The Group has re-imagined Growths after Ratan Tata assumed control as director of TATA GROUP in 1991.He limited the matter of TATA GROUP and extended the Group Globally. The First Major case of natural Growth was, the point at which the Group’s TATA TEA (now TATA GLABAL BEVERAGES) division gained UK-Based TETLEY in 2000.This was trailed by arrangement of acquisitions by the GROUP. At that point TATA MOTORS procured JAGUAR and LAND ROVER in 2008 and so forth. Investigators called attention to that the Group has recorded expanded income because of inorganic Growth.
In March 2012, The Group Telecommunication Division (TATA COMMUNICATION) reported its Plan to procure UK-Based media transmission Company, Cable and remote around the world. The arrangement was required to fortify TATA COMMUNICATION’S Position.
COMPETITORS OF TATA GREEN TEA
LIPTON GREEN TEA
Lipton is a British brand of tea, claimed by the organization Unilever and driven by CEO Dylan Wong. Lipton was additionally a grocery store chain in the United Kingdom before it was sold off to Argyll Foods, to enable the organization to centre exclusively on tea. The organization is named after its author Thomas Lipton. The Lipton prepared to-drink refreshments are sold by Pepsi Lipton International, an organization together possessed by Unilever and PepsiCo.
Items focus on the mass market and are for the most part situated amidst the value range for tea. Like most marked teas, Lipton teas are a mix chose from a wide range of estates the world over, from understood creating nations like, Sri Lanka, India, Kenya, and China. Lipton Yellow Label is mixed from upwards of 20 distinct teas
Brooke Bond is a brand-name of tea owned by Unilever, formerly an independent manufacturer in the United Kingdom, known for its PG Tips brand and its Brooke Bond tea cards. Brooke Bond Red Label, the Indian mix, is made in tea producing units of Assam, Coochbehar, Darjeeling and a few sections of Meghalaya. The assembling procedure of tea incorporates the phases of shrinking (leaving tea leaves to dry), moving/cutting (through which complex arrangement of substance changes known as oxidation are started), drying and after that evaluating into sizes. Brooke Bond Taaza is made of High Quality crisp Green Tea Leaves. Brooke Bond Supreme is transported in to Pakistan, produced using Kenyan tea clears out.
Twinings is an English advertiser of tea, situated in Andover, Hampshire. The brand is claimed by Associated British Foods. It holds the world’s most seasoned persistently utilized organization logo, and is London’s longest-standing ratepayer, having involved similar premises on the Strand since 1706. Twinings possesses Nambarrie, a tea organization situated in Belfast and in exchange for more than 140 years. In April 2008, Twinings declared their choice to close the Nambarrie plant. Twinings said it expected to merge its UK fabricating activities even with expanding worldwide rivalry, and moved some creation to China and Poland in late 2011; in any case, the dominant part of UK expended Twinings tea is still delivered in their plant in Andover, Hampshire.
Typhoo is a brand of tea in the United Kingdom. It was propelled in 1903 by John Sumner Jr. of Birmingham, England. In 1968, Typhoo converged with Schweppes. The next year this organization thus converged with Cadbury to shape Cadbury Schweppes. In 1986, with an end goal to core on their core brands, Cadbury Schweppes sold Typhoo, alongside Kenco espresso and Jeyes Fluid. Typhoo was liable to administration purchase out framing another organization, Premier Brands, which gained, in fast progression, Melrose’s, the Glengettie Tea Company, Ridgeways, and the Jersey Trading Corporation. In 1990, the organization was itself procured by Premier Foods, at that point exchanging as Hillsdown Holdings.In October 2005, the Indian organization Apeejay Surrendra Group acquired the brands for £80 million from Premier Foods and made The Typhoo Tea Company. The brand is as yet fabricated at Moreton on the Wirral. Apeejay Typhoo Tea is the Indian arm of Typhoo, assembling and offering items in India. In 2012, Typhoo turned into the fundamental pullover patron for St. Helens Rugby League club which contends in the Super League.
ASSAM COMPANY (INDIA) LTD.Assam Company (INDIA) LTD. consolidated in the Year 1977, is a Small top organization (having a market top of Rs.124.52Crore) working in Tea Sector. Assam Company (INDIA) LTD. Key Products incorporate Tea contributed Rs. 211.61Crore to Total Sales i.e.100.00 % of Total Sales, for the year finishing 31-3-2017. At the quarter end 30-06-2018, the organization announced a Standalone Sales of Rs.30.46Crore, up 188.91 % from the last quarter offers of Rs. 10.54Crore and down – 3.77% from the most recent year same quarter Sales of Rs. 31.66Crore Company reported net benefit after expense of Rs.- 43.48Crore in the most recent quarter. The organization’s best administration incorporates Mr. A.K. Jadojia, Mr. Amit Halder , Mr. Sanjay Khandelwal. Organization has De Chakraborthy& Sen as its examiners as on 30-06-2018, the organization has add up to extraordinary offers of 309,760,963.
MARKET SHARE OF TATA GREEN TEA
Tata Global Beverages have presented Tetley Super Green Tea and Tata Tea prepared to drink Green Tea in the Indian Market. Strangely, TGB has brought green tea items both into its mass and premium item extend – Tata Tea (mass item) and Tetley (premium item). Tata Global Beverages professes to have been at the best in the Green tea advertise, in last 8-9 years with Tetley (after it and offers an assortment of items, for example, Tetley Green Tea, Tetley Green Tea with Long leaves, Tetley Green Tea with Ginger mint lemon, Tetley Green Tea with Ginger Honey, Tetley Green Tea Aloevera, Tetley Green Tea Citrus and Spice, Tetley Green Tea Cinnamon and Honey.
Tata Global Beverages Tetley Tea is one of the best three offering brands over the world. It is available in 40-50 nations and means to be a billion-dollar mark in next 3-4 years. The brand is routinely chipping away at developments in this item classification and has propelled Super Matcha and Super Sunshine. Matcha Tea is the better approach for introducing green tea in the western markets while Sunshine SKU has got Vitamin D. The Super Green Tea stage mark has drawn new clients into this class and the ones who had moved their inclination from drinking ordinary tea to green tea.
Scenario when TETLEY entered Indian Market
Tetley entered Indian market in the year of 2000 when Tata Global Beverages acquired Tetley and became the parent company, making Tetley a wholly owned subsidiary unit at an astronomical sum of Rs. 4.87 billion. At that time there were only few competitors for Tetley in India, major among them was Lipton and Organic India. Later on many players entered the market.
In 2001, they have to start with black tea bags as manufacturing green tea was not making the business so profitable in context of Indian market as Indian market was majorly satisfied with general tea. Consuming green tea was somewhat considered as an identity of prosperity but with the time demand for green tea increased in Indian market.
In 2006, they collaborated with UNICEF to fund the Ethical Tea partnership in which they promote the protection of children of Assam’s Tea estates. They launched a web series ‘The Transformations’ which was a biggest hit. They were knighted with Guinness world record for their vitamin infused Super Green Teas. At present, Tetley partners with Deepika Padukone, a global superstar as its brand ambassador. Tetley sets a Guinness World Record to celebrate the launch of the vitamin-infused Super green Teas.
So this is all for Tetley from the day it entered Indian market till today when it is not only Indian Tea market leader but a global tea market leader.
FACTORS AFFECTING THE DEMAND OF TATA GREEN TEA
Factor cost- Green Tea is a wellness temporary fad which has driven numerous individuals in India and in different nations, to float off from the general form of drain tea. So the factor cost is as a matter of first importance primary factor which impacts the interest for green tea, in an exceptionally focused market, where to get by in the relentless rivalry, where contenders who concoct their item required with their new creative thoughts and procedures. TATA green tea items like Tetley green tea has spearheaded the green tea wave in India as the items are low on their factor cost as the majority of the variations accessible in tea sack shapes can be effortlessly secured from any retail location.
Tastes and Preferences of the Customer-Consumer is said to be the ruler of the market as without buyers who are a definitive buyers, no market and no business exists. So now-a-days, each business is client oriented, so Tata produces has presented in their green tea item, a variety of extraordinary flavors which incorporates Aloe Vera, Lemon ;Honey, Cinnamon and Honey, Citrus and Spice, Ginger, Mint and Lemon. Tata’s Tetley green tea presented first of its kind vitamin upgraded scope of Super Green Tea’s as the most recent expansion to the organization’s green tea portfolio. The range right now comprises of Tetley Super Green Boost-which evacuates tiredness and exhaustion and Tetley Super Green Immune-which is useful in fortifying the safe framework. Tata gathering of businesses thusly deals with the client’s tastes and inclinations, which is the optional crucial factor.
Brand Promotion-Tata utilizes the best grades of Assam teas for its dark tea item and the best sort of regular fixings workable for the creation of green tea, in which following a stringent choice process and taking the guide of the brand’s tea specialists it presents its items in the market. Therefore, Tata underscores more on its this part of Quality Production however does not gives careful consideration towards the brand advancement of its items because of which the greater part of the general population don’t choose this item because of absence of data on the same. Advancing the brands of its items ought to be viewed as a need as it’s additionally an imperative factor in impacting the interest for TATA green tea.
Cut-Throat Competition-TATA’s green tea brands like Tetley exists in a very aggressive market where other India’s best green tea brands like Typhoo green tea, First Bud Organic , MSG Organic Green Tea, twinings Green Tea, 24 Mantra Organic India , Lipton Green Tea, La Plant Organic Green Tea, Himalaya Green Tea, TajMahal Green Tea and numerous others . These best green tea brands of India have their own particular unmistakable shopper drawing in properties or quality and an unmistakable methodology they have. For contending with their inventive thoughts which they concoct in the market and their systems , Tata green tea brands have their underlines more on holding their clients in the market , by underscoring more on client’s inclinations and on the quality and additionally on limiting the expense of its item.
Henceforth, these are a portion of the main consideration which not just decide the interest for the TATA green tea item yet in addition have an impact on the Market Share of TATA Green Tea Brands.
FACTORS DETERMINING THE SUPPLY OF TATA GREEN TEA
Price of the Product- It’s the as a matter of first importance factor which decides the supply of Tata green tea brands. In a very aggressive market, Tata brands create their merchandise on vast scale which results in least cost conceivable of its items , TATA gets the information materials or the variations in the tea packs, are effectively accessible at retail locations , which makes the products deliver on low factor cost and on expansive scale , which is the methodology of Tata green tea brands to survive the ferocious rivalry with its different brands like LIPTON green tea, TYPHOO green Tea , TAJ green tea, and so forth.
Prices of Related Goods- For the most part, Firms which can fabricate related items move their generation to an item the cost of which increments generously identified with other related product(s) along these lines causing a decrease of supply of the items which were delivered previously. Tata Global Beverages firm does likewise on increment in the cost of its green tea items i.e. it expands the supply of green tea items more than the tea(black) item as Tata Tetley Green Tea is the Tata Tea Ltd. Organization’s Global face and Tetley is situated as the top notch mark. This thus diminishes the supply of TATA tea (dark) items in the market which may antagonistically influence the piece of the pie of Tata Global Beverages Company. Tata Global Beverages Company (once in the past TATA Tea Limited) is the greatest offering tea mark in India.
Number of Sellers- Green Tea represents around 5 percent of the aggregate territory advertises in India and it develops every year at 50 percent every year. In light of current circumstances, portion is relied upon to grow four times throughout the following couple of years, says examination. There are countless or contenders, for example, Typhoo, Twinings, Waitrose, Brands propelled by Hindustan Unilever which are Brooke Bond and Lipton mark, which have just stowed some faithful clients. This represents a tuff rivalry for the TGBL, for which it has chosen to center around more esteem expansion and advancement.
Suppliers’ Expectations-Change in desires for suppliers about future cost of an item or administration may influence their present supply. Be that as it may, not at all like different determinants of supply, the impact of supplier’s desires on supply is hard to sum up. TGBL’s assumptions about its green tea item are to expand the supply of it in the market to the most extreme however much as could be expected. For which TGBL, attempts its best to acquire the best sort of normal fixings or variations for a green tea sack at the negligible most ideal expense, for which it takes after a stringent determination process and furthermore includes the guide of the tea specialists.
Technology- Change in innovation empowers more proficient creation of products and ventures. Along these lines diminishing the creation costs and expanding the benefits. Accordingly supply is expanded and supply bend is moved rightwards. Since the disintegration in innovation lessens the creation and the supply, TGBL knows about the business condition, in which there are new mechanical progressions with everyday rising rivalry in the market. So TGBL replaces its old plant and apparatuses, types of gear according to the adjustment in business condition
Expansion strategy- When it was a high-mix time for Tata Tea then it solidified its marriage with Tetley Group, which has been the worldwide tea powerhouse, which Tata Tea gained for Rs. 1870crore in 2000. Tata tea at that point incorporated quickly its tasks with Tetley, which helped the Tata Tea organization bring out new tea mixes for abroad and local markets. The possibility of Tata tea behind this mix was to get profits by the collaborations of these two organizations. With this thought, TATA Tetley propelled the green tea in the Indian market, from that point Tata universally turned into the second biggest maker of tea. This was the extension technique of Tata tea. By and by, the Tetley has blended up the 15,000,000 kg premium leaf section (generally Assam tea). This section has far been overwhelmed by HUL. So TGBL has estimated the Tetley extend possibly higher than different brands yet marginally lower than brands propelled by HUL. This is likewise a factor which influences the supply offer of TATA Tea in the Indian business and in addition comprehensively.
Alfred Marshall presented the idea of Elasticity in 1890 to quantify the extent of rate change in amount requested of product to a specific rate change in cost or Income of purchasers or cost of related merchandise. In this area we take a gander at the affectability of interest and supply of TATA GREEN TEA to change in cost.
ELASTICITY OF DEMANDThe degree to which demand for a good or service varies with its price or with the income of the consumer or with the change in prices of related goods. These are better characterised as price elasticity of demand, income elasticity of demand and cross elasticity of demand.
PRICE ELASTICITY OF DEMANDPrice elasticity refers to the degree of responsiveness of the price of a good to the quantity demanded for the same. It Measures the sensitivity of consumers to changes in the price of a goods or services. The relationship between the price and quantity demanded of the good or service is inversely related which means that when the price of the good or service falls the quantity demanded for the same rises other things remaining same and vice versa.
PED = Percentage change the in the price / Percentage change in quantity demanded.
TYPES OF PRICE ELASTICITY OF DEMAND
Elastic demand – PED is elastic when the change in quantity demanded is more than the change in price. Here, PED> 1
Inelastic demand – PED is inelastic when the change in quantity demanded is less than the change in price. Here, PED< 1
Unitary elastic – PED is unitary elastic when the change in quantity demanded is equal to the change is price. This is a very rare case. Here, PED= 1
In case of our product TATA green tea price elasticity of demand is ELASTIC as a little fluctuation in the price of the product will have a bigger impact on the quantity demanded. Price Elasticity also depends on substitutes, percentage of consumers budget spent on the product and time period for consumption. The substitutes available in the market are quite a few in numbers and there is a huge price competition among them.
Green tea is quite an expensive beverage hence a comparative higher percentage of consumers budget is spent on it thus we can derive that the price elasticity of demand in TATA green tea is elastic.
INCOME ELASTICITY OF DEMAND
Income elasticity of demand refers to the degree of responsiveness of quantity demanded to changes in consumer income, holding the price of the good & all other factors constant.
TYPES OF INCOME ELASTICITY OF DEMANDIED < 0 Inferior good – in case of inferior goods with the rise in income of the consumer the quantity demanded of the good or service falls.
IED = 0 Sticky good – in case of sticky goods there is no change in the quantity demanded of a good or service with the change in income of the consumer.
IED > 0 Normal good – in case of normal goods with the increase in income there is increase in the demand of the good or service.
IED ? 1 Necessity good – these goods come under normal goods. In case of these goods the demand for the good increases with the increase in income.
IED > 1 Luxury good – these goods come under normal goods. In case of these goods the demand for the good increases with the increase in income. And the elasticity of luxury goods is more than necessity goods.
In case of our product TATA green tea its income elasticity is ELASTIC. Because with a little increase in income consumers tend to buy more green tea as it is considered to be healthy and nutritious thus a little change in the income will greatly affect the quantity demanded. Since green tea is not a necessity if the income of the consumers decreases they will immediately cut down the consumption of green tea and save their income for other necessities.
CROSS ELASTICITY OF DEMANDCross elasticity refers to the degree of responsiveness of the consumers to the change in quantity demanded of one good or service to the change in price of another good or services.
TYPES OF CROSS ELASTICITYCED > 0 Substitutes in consumption- in case of substitutes there is a positive impact of change in quantity demanded of one good to the change in prices of another.
CED < 0 Complements in consumption – in case of complementary goods there is an negative impact of change in quantity demanded of one good due to change in price of the another good.
In case of TATA green tea, cross elasticity of demand for its substitute goods is ELASTIC as with a slight increase or decrease in price of its substitute goods like Lipton green tea, organic India, brookbond , typhoo green tea etc. the demand for TATA green tea will also get affected because the prices of its substitute goods are highly interrelated. With an increase in prices of its substitute goods the quantity demanded for TATA green tea may rise and vice versa.
We could not establish any complementary good for our product because its preparation only requires water and energy connection.
Advertisement elasticity of demand measures responsiveness of quantity demanded of a product to changes in the advertisement expenditure on the product, ceteris paribus. TATA green tea focuses on communication strategy which focuses on the product and the product experience. The advertisement elasticity of TATA green tea is ELASTIC because the demand of green tea increases with the increase in budget expense on advertising. Green tea industry follows extensive advertising strategy therefore the consumers get influenced highly by advertising.
ELASTICITY OF SUPPLY
Elasticity of Supply: Price Elasticity of Supply measures the degree of responsiveness of quantity Supplied of commodity to a change in its price. It measures the sensitivity of the quantity Supplied to a change in price. The price Elasticity is always positive 0because the LAW OF SUPPLY says that quantity Supplied increases with an increase in price.
If Supply is elastic, producer (TATA Green Tea) can increase output without rise in cost or time delay.
If Supply is Inelastic firm (TATA) find it hard to change product in a given time period.
Though there are many structures in which market can be divided but majorly there are four types of market.
Large number of buyers and sellers
Free entry and exit
Buyers have a perfect knowledge of price
Large buyers and single seller
No close substitute
Barriers to entry
Firm is a price maker
Large number of sellers
Freedom of entry and exit
Some control over price
Difficult entry and exit.
Homogeneous Product – Pure Oligopoly
Differentiated Product- Mixed Oligopoly
Looking at the characteristics of above market structure, we categorised Tetley into Oligopoly market as there are few market players. Other market players includes Organic India, MSG Organic Green Tea, First Bud Organics, Typhoo Green tea, Twinings Green Tea, 24 Mantra Organic India, Lipton Green Tea, La Plant Organic Tea and few other players also. All these players are dealing in green tea and they all have a significant market proportion which makes the green tea market, an oligopoly market. However, the entry into this industry is not that difficult. Hence looking at the increasing demand of green tea and its benefits, it can be said that in future it may turn into a monopolistic competition market.
Decision making done on Pricing on the basis of the following factors:
Low factor cost
bagging loyal customers/ retaining the loyal customers
Low factor cost- To attain the low factor cost , Tata Global Beverages Ltd. makes its pricing strategy such so that the goods can be produced at the best minimum cost possible for competing the other brands existing in the market.
Retainment of the loyal customers-Tata global beverages Ltd. plans its pricing strategy such which could retain its loyal customers; otherwise lack of emphasis on retaining the loyal customers can be an opportunity for TGBL’s competitors and a threat for TGBL.
Expansion-Tata global beverages Ltd. for its growth and to compete its biggest competitor Hindustan Unilever brands such as, lipton green tea, has to expend more on advertisement and other factor costs, on procuring the highest quality of input material, these all costs are covered in the Price of the product.
Decision making done on output on the basis of:
Tastes ; Preferences of the customers
Huge Competition- Hindustan Unilever’s Green Tea brands are currently a huge competition for the Tata Global Beverages or Tata Tea. HUL presently is the largest producer of Tea globally. The pricing is slightly low of Tata’s green tea brands than Unilever’s green tea brands, due to a better brand image of Unilever in the market than Tata. For competing with its biggest competition TGBL focuses more on producing the best and right kind of products possible for its customers.
Tastes & Preferences of the customers- Tata Global Beverages Ltd. does it decision making on what output to be produced on the basis of the changing tastes and preferences of the customers. TGBL emphasises on expanding its customer market in the Indian Tea Industry that’s why it comes up with new flavours and aroma, best quality of natural ingredients, in its product.