"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.