Exclusive Marketing Strategy of Tata Consumer Products – With STP Analysis & Campaigns

Updated on: Dec 30, 2022

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In a recent article, we talked about the marketing strategy of Danone. In this article, we are going to elaborate on the marketing strategy of Tata Consumer Products – An integrated Food and Beverage company.

The objective is to learn and gain insights into the marketing strategy of Tata Consumer Products and how it became a trusted brand all around the world.

As you can see, the entire globe is now online, and marketing forms the backbone of every company. Check out Karan Shah, the CEO, and creator of IIDE’s Free Masterclass on Digital Marketing if you’re interested in learning more about marketing.

By the end of this blog, we will have learned all about the marketing strategy pf Tata consumer products. Let’s start by talking about the company’s history, target market, and online presence.

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About Tata Consumer Products –

Marketing strategy of tata consumer products - tata consumer products logoSource – Wikimedia Commons 

With its corporate headquarters in Mumbai, Tata Consumer Products is a fast-moving consumer goods company that is a member of the Tata Group founded by Jamshedji Tata. It has its registered office in Kolkata. It is a significant producer of coffee and the second-largest producer and distributor of tea in the world. 

Tata Consumer Products, formerly known as Tata Global Beverages Limited (TGBL), was created in February 2020 as a result of a merger of Tata Chemicals’ consumer products division and Tata Global Beverages.

The business presently works in the food and beverage sector, with 56% of its revenue coming from India and the remaining coming from its worldwide operations. The corporation now owns both domestic and foreign brands, including Tata Salt, Tata Tea, Tetley, Eight O’Clock Coffee, Good Earth Tea, Tata Sampann, and Tata Starbucks.

The most popular tea brand in India is Tata Tea, whereas Tetley, which was acquired from Allied Domecq in the UK, is the top-selling tea brand in Canada and ranks second in the UK and the US. 

Despite having a global presence, the distribution of the brands varies by place. Tata tea is promoted in this market and nations with a sizable Indian population because it is much more well-known and has a strong brand in India. The largest markets, therefore, concentrate on the Tetley brand, which serves as the company’s global face. 

Quick Stats on Tata Consumer Products –

CEO Suniel A. D’Souza
CMO Adil Ahmed
Area Served Worldwide
Industry Fast-moving consumer products
Market Revenue ₹12,565 crore
Vision To build better lives and thriving communities
Tagline Transforming for better


Marketing Strategy of Tata Consumer Products –

Now, that we have a fair knowledge of the company, let’s jump into the fragmented marketing strategy of Tata Consumer Products.

Segmentation, Targeting and Positioning 

Today, segmentation, targeting, and positioning are among the most used marketing techniques. Commercial success, choosing the most lucrative market segment for a company, and creating a marketing mix and product positioning strategy have all become crucial elements for a corporation. The STP model can be used to develop marketing plans, identify target audiences, and pinpoint crucial differentiators.

Tata Consumer Products are an excellent illustration of how a firm may sell to certain target segments. It is a key participant in the Indian FMCG business. It is one of the leading participants in India’s FMCG business. They curate things that are sold swiftly and at a low cost. Non-durable home items such as packaged meals, beverages, toiletries, candy, and so on are examples.

All of their products cater to a diverse spectrum of consumers from various social classes. They have actionable goods and undertake extensive customer research. Their items are widely distributed and freely accessible all around the world.

The corporation offers products for people between the ages of 14 and 60. They have thoughtfully designed items to appeal to all age groups to get their products, which include salt, pulses, spices, ready-to-eat foods, and more, into every middle-class home. They have targeted the audience of all income groups.

Their products are for all consumers with middle- to upper-middle-class incomes who buy at a range of online and physical retailers, from mass merchants to department and speciality stores. You can see how particular the target market is. Their approach is customer needs-centric and curates their products according to the trends and their target audience.

Tata Consumer Products has established itself as a highly appealing and go-to brand for all consumers. Consumers see Tata Consumer Goods as a consumer-focused brand that encourages better nutrition and better life since their products are reasonably priced.

Marketing Campaigns

1. #SawaalDeshKiSehatKa

marketing strategy of tata consumer products - marketing campaign

The #SawaalDeshKiSehatKa, an integrated marketing campaign was launched by Tata Salt, the organization that started the salt iodization movement in India.

 A continuation of the previous “Sawaal Kijiye Apne Namak Se” campaign, the new TVC. The major goal of this campaign is to increase public knowledge of iodine and its significance as a micronutrient for children’s healthy brain development. 

It reaffirms the brand’s mission to always address the more significant socioeconomic or health challenges facing the nation while adhering to its core positioning of “Desh Ki Sehat, Desh Ka Namak.” In BrandZ, Kantar’s most trusted brands poll, 2020, the company was named India’s most dependable brand.

“Desh ka Namak” to “Namak ho Tata ka.” In the Indian setting, where the phrase “Maine aapka namak khaya hai” has significant meaning, the brand “Tata Salt” does have an emotional connection. This jingle instantly made an emotional connection with the audience. It aided Tata in carving out a profitable niche for itself. It still holds a dominant position in the packaged salt market today.

2. #Spiceupyourhealth

marketing strategy of tata consumer products - marketing campaign

The new IMC #Spiceupyourhealth campaign was introduced and focused on the brand promise of “spice with natural oils.”It was introduced with the impactful 360-degree campaign #Spiceupyourhealth.

The brand health for spices was growing by 2X through the year because of consistent integrated media activities. Sampann, Tata PR campaign for Poshan Thali.

A PR effort was launched with the goal of promoting Sampann’s message of nutritious nutrition.29 nutritionists and influencers were asked to contribute their #sampannposhanthali posts featuring Tata’s products from various categories. 


marketing strategy of tata consumer products - marketing campaign

JAAGO RE was another brilliant and effective ad campaign in 2016, from Tata Tea. An effort to affect change in society by raising awareness and encouraging people to pay attention to and be aware of social concerns that are prevalent in society.

The Jaago Re 2.0 advertisement shows how Indians need to alter their social behaviour by rising before the alarm goes off. The campaign spread through advertisements and youtube channels the company. It was a very well-executed campaign, which was quite known during that time as it was successful in garnering empathy, and sympathy. Tata tea became a household name and voice of the country.

Social Media Marketing

  • Instagram – 5K+
  • Facebook – 13K
  • LinkedIn – 219K
  • Twitter – 13.6K

Tata Consumer Products has the maximum followers on LinkedIn.

Tata consumer products have a growing social media presence with an admirable following. These platforms promote brand recognition and customer loyalty. Through these platforms, they hope to better engage with today’s digitally savvy consumers by utilizing social listening to discover what customers want and using that information to please them.

SEO Strategies

marketing strategy of tata consumer products - ubersuggest seo screenshot

Source – UberSuggest

To increase the likelihood that a website will show up in the search results, SEO helps organize a website’s material by topic. Additionally, SEO aids in maintaining focus when producing content.

Organic keywords under 500 are poor, over 1000 are okay, and over 10,000 are fantastic, according to SEO rankings. Tata Consumer Products has 17K+ organic keywords which are good. Additionally, Tata Consumer Products receives over 151K+ visits each month, which is outstanding and has fantastic monthly traffic of over 20,000.

Influencer Marketing

Tata Tea Gold announced a multi-platform partnership with Amazon in one of the first-ever tie-ups that combines internet streaming and e-commerce channels. The collaboration is for the Amazon Prime Video release of the film Shakuntala Devi. The film’s sole beverage sponsor was Tata Tea Gold.

Through strategically important alliances like Shakuntala Devi, the company successfully promoted its key proposition, “Dil ki sun.” The collaboration between Tata Consumer Products, Wavemaker India, and Amazon Prime Video was successful.

They have collaborated with various celebrities which has proven to be incredibly successful for their business venture.

E-Commerce Strategies

In talking about e-commerce strategies Tata Consumer Products sells its products through various e-commerce websites. For example-Swiggy.Bigbasket, Amazon,Blinkit,Zomato, and many more.

Tata Consumer Products has an extremely informative website where you can learn a good amount about the company and its core principles. Although they don’t sell things on their website, you can get details about them there, such as descriptions and costs.

Mobile Apps

Tata consumer products do not have mobile apps. But mobile apps are highly recommended as it provides marketers with a direct line of communication with clients, and an app allows companies to be ever-present with their target demographic. Another importance of Mobile App Marketing is that it improves brand reach. The implementation of appropriate strategies and well-performing campaigns can be crucial benefactors in attracting target users. After efficacious branding and reach, it is time to improve user engagement.

Content Marketing Strategies

Twitter and Facebook in particular have seen activity from the Tata consumer products firm. The content is based on details about the company’s newest product introductions, marketing initiatives, etc. Their news release is based on financial data, safety recommendations, modifications to the corporate structure, etc. The press release primarily refers to their products.

An elaborate marketing strategy of Tata Consumer Products concludes this. Let’s sum up what we’ve learned from the marketing strategy of Tata Consumer Products below.

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What’s Unique in the Marketing strategy of Tata Consumer Products?

With this, we come to the end of the case study. Gaining market share is crucial for the business’s financial stability and long-term success. The corporation may be able to gain a larger portion of the market by knowing the appropriate audiences to target and how to attract them. The chosen set of keywords and ongoing work the company put into its website allowed it to dominate organic searches and draw in a wider range of everyday visitors.

A well-known company’s reputation is critical. Campaign strategies may make or break a company’s brand image. Digital marketing may be used to build effective campaigns, and any flaws can be rapidly corrected.

Learning about the rising field of digital marketing is critical given its increasing importance. Check out IIDE’s 4 Month Digital Marketing Course and 11-Month Digital Marketing Course if you want to learn more and expand your skills.

We hope that our case study about the marketing strategy of Tata Consumer products has provided you with valuable insight into the company’s marketing plans.

If you enjoy such in-depth examinations of businesses, such as this, visit our IIDE Knowledge Portal for more engrossing case studies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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