Monday, December 27, 2010

"Tata" to the old look, "Jaago"-to the new one!


THE REPOSITIONING OF TATA TEA PREMIUM

In 1985, Tata launched Tata Tea premium, with a distinct positioning of tea produced from leaves picked from the company's own gardens. Then, came the unforgettable "Jaago re" campaign that still has us look at the brand with utmost respect. Now, almost after two decades, Tata Tea has revamped its flagship brand with an aim to make it more contemporary and more relevant to a new segment of target consumers, once again, the ever-so talked about customer segment, the YOUTH. 


The company cites two main reasons for this re-positioning:
1. Slow growth in the tea market: Rising sugar prices, milk prices and tea prices has caused a lot of stir in the industry. Tata too felt the pressure. Hence, a strategy was required to focus on quality of the brand and align it with Tata's impeccable inage. To combat this scenario, Tata has changed a lot of features in the product packaging, as well as taken the bold  decision to change the color of the brand to an "all-green" packaging. 


2. Exhaustion of "Jaago re" campaign:
It has been a long time that Tata Tea has been focusing on the "Jaago re" campaign. The company felt that now it is imperative to shift the positioning back to quality of the brand, by bringing forward the benefits of the various types of tea leaves used in the brand, namely, "Badi patti and chhoti patti". The company has also,  once again focused on "Rich Assam blend" and "Experts ka anokha mishran" to stress more on the quality aspect. 


Tata Tea plans to promote the new look of Premium through various television commercials and on-ground activities for the next three months. It will not be promoting 'Jaago Re' for a while, in a bid to create awareness about the new look.

Friday, December 24, 2010

Raymond focuses on the image of "The Raymond shop", Mr. Jagdeep Kapoor speaks

It's been ages since we have been habituated to the very famous tagline, in fact one of the most famous of all, "The Complete man". The first images that flash in front of our eyes are Raymond-the brand, Raymond suits and impeccably made Raymond advertisements.
          Incorporated in 1925 as "Raymond" and what started as a small shop in Ballard estate of Mumbai has indeed come a long way with a current establishment of over 550 stores in 200 cities. In the wake of increased consumer acceptance and eagerness for buying at retail outlets, Raymond has realized the need to shift its focus from being brand-centric (The Complete Man) to being retail-centric. After having positioned themselves in the minds of the consumer, Raymond now wishes to position itself as "The Raymond Shop" encompassing brand like Manzoni, ColorPlus etc. which are a part of the Raymond Family, and more so, owing to the earlier positioning, these brands were never recognized as Raymond's own. With the new strategy, aligned beautifully with the age-old "Complete Man" image, Raymond wishes to tap the growth of the retail segment by promoting the Raymond Shop.
But is this strategy too late in the day? To answer this question, we now consider a very important opinion:
One of JBIMS's most illustrious alumni and marketing "Guru", the Managing Director of Samsika Marketing Consultants, Mr. Jagdeep Kapoor opined that this strategy has indeed come at the right time. Raymond must focus on the aspirational part of the business more, as it always has been, by now positioning itself as a impressive solution provider of a varied range of men's apparels and garments.
Indeed, Raymond as a brand, is here to grow, and only grow as it always has...