TATA Coffee Grand, driven by innovation and customer-centricity, has been able to carve a niche for itself by its product differentiation. Their instant coffee is a quality product with ‘Flavour locked decoction crystals’ that lock in great taste, aroma and freshness and give a great coffee experience.
“We introduced TATA Coffee Grand in 2016, and the idea was to enter the coffee segment with a differentiated product. Since then, we have got a steady demand coming for our product and having taken our learnings from the market we now have stabilized our coffee business. Now, we are going all out to unlock the potential that we believe our product has and focusing on creating awareness and getting it to as many consumers as possible,” says Puneet Das, SVP, Marketing - Beverages, TATA Consumer Products .
“We aim to disrupt the category with communication that gets consumers to reconsider their current coffee brand. We are repositioning the category narrative and creating a new identifier for an enjoyable coffee experience….viz sound of great coffee,” he adds.
The brand, that targets the audience between the age group of 20-45 years, has recently introduced the campaign to build awareness on the brand, convey its distinctive product story.
“The larger aim is to add few more category codes that promises great coffee taste and experience through very simple sensory check consumers can do at a retail store or home. The thought was to build upon the unique sound made when a pack of Tata Coffee Grand is shaken,” Das states.
Through this campaign, the brand aims to create a new language for coffee – Shik-Shik-Shik - that evokes emotions and excitement amongst consumers. The campaign synonymises the word ‘Coffee’ with the sound i.e. Shik-Shik-Shik – which represents the sound that is heard when the coffee jar or pack is shaken.
“We are targeting the instant coffee drinkers in South. Instant coffee is the bigger category in South and especially in Tamil Nadu. We want to create awareness about our product and are taking our new proposition out to the consumer. We are also offering our product in value pack, Rs 2 which contributes to significant sales in the South market. We are repositioning the category narrative and creating a new identifier for an enjoyable coffee experience. It is supported by a campaign that will build awareness on the brand, convey its distinctive product story,” he shares.
“As for our media plan, we are leveraging TV as a mass medium in addition to digital media,” Das adds.
Marketing and Distribution Strategy
Tata Consumer Products has a large and robust distribution with many outlets pan India. The brand plans to leverage the company’s distribution strength to make the product available to consumer, with a sharper focus in South.
“Our overall marketing and distribution strategy would be,
1. Leverage current distribution strength of Tata Consumer Products and rapidly grow brand distribution
2. Drive trials and build future business by giving ‘superior/ quality blend’ in Rs.2 Pack.
3. Invest in building awareness and equity by launching disruptive communication,” Das asserts.
The brand is a marginal player, and hence sees significant opportunities to expand footprint across south markets and leverage channels like e-commerce and Modern Trade to enhance access of their Tata Coffee Grand product.