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Tata Salt’s Promotional Strategies
EXCERPTS
PROMOTIONAL STRATEGIES
During the 1990s, many players such as Annapurna and Captain Cook entered the branded salt market. Tata Salt, which, until then, had been the sole brand in the market, suddenly had to contend with competition. To combat this sudden onslaught on its leadership in the market, TCL came up with a new revolutionary strategy for Tata Salt. In 2001, moving beyond the health and purity platform, Tata Salt launched a highly emotional campaign called ‘Desh ka namak’, to connect with customers at an emotional level and thereby build a competitive advantage... |
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RESULTS
In India, the market for pre-packaged iodized salt was US$ 452.10 million and Tata Salt controlled US$ 77.90 million, which was around 17.3%, as of 2009. Tata Salt won accolades as India’s most trusted food brand for several years. In 2011-12, it ranked number one among packaged salts for the households reached in India, with a penetration of around 68 million Indian households. On an average, it sold around 60,000 metric ton through 1.30 million retail outlets per month...
THE ROAD AHEAD
At the end of 2015, Tata Salt revamped its packaging and distribution to improve reach, enhance visibility, strengthen identity, and better engage with consumers. TCL also planned for a change in brand communication as it wanted to establish Tata Salt as an “essential better-for-you” product by focusing on health and wellness. “This is the first time Tata Salt is undergoing a complete packaging revamp. Also, all five consumer salt brands (Tata Salt, Tata Salt Lite, i-Shakti, Tata Salt Flavoritz, and Tata Salt Plus) will come under one single brand – Tata Salt ,”commented Arora...
EXHIBITS
Exhibit I: A Brief Note on the Indian Salt Industry
Exhibit II: Tata Salt Product Portfolio
Exhibit III: Promotional Campaigns of Tata Salt
Keywords
Tata Salt,Promotional Strategy,‘Desh ka Namak’,Indian branded salt market,‘Desh Ka Salaam, Sarhad Ke Naam’,Communication strategy,‘Namak ho Tata ka — Tata namak’,‘Maine Desh ka Namak Khaya Hai
