Tata tea introduces tion- a new cold dri

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BELGAUM INSTITUTITE OF MANAGEMENT STUDIES always new idea & innovation TEAM MEMBERS CHANABASU ASHOK SNEHAL KRISHNA CASKZ

Tata tea introduces tion- a new cold drink : 

Tata tea introduces tion- a new cold drink

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Tata Tea has entered the branded cold drink market with launch of its cold beverage `TiON'. The beverage is available in three flavors - Mango Rush, Peach Punch and Apple Buzz The 400 ml bottle has been competitively priced at Rs22

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The 250 ml bottle has been competitively priced at Rs22 "This is a defining moment in the history of Tata Tea as it symbolises the transformative change taking place in the company," Tata Tea, executive director Sangeeta Talwar said in the release.

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Carbonated or non-carbonated, soft drink market in India is mostly dominated by the Cola majors – Pepsi and Coca-Cola. Will the Tata Tea’s new soft drink TiON challenge the cola giants?

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PRODUCT (Packaging): Tata Tion comes in a 400 & 250 ml pet bottle with three different flavors – Apple Buzz, Mango Rush and Peach Punch. Its pet bottle has a unique shape and its elegant chiseled design attracted me at first look. Price: Tion’s priced at Rs 22 for 400 ml. Considering 200 ml Tropicana at Rs 15/18, 300 ml Appy Fizz at Rs 20 and 400ml Minute Maid Pulpy Orange at Rs 20 have to say Tion is competitively priced.

PLACE & Promotion : 

PLACE & Promotion I’ve seen the Tion’s Outdoor ads, particularly in the bus stops. Also noticed their in-store marketing efforts in some retail outlets in city’s. But the Tion’s TV commercial is little bit disappointing. Have to say it failed to create the buzz for a new launch like ITC’’s Bingo or Virgin Mobile did.  Hope when they launch the cool drink nation-wide, they’ll go for more aggressive brand promotion.

Why T!ON? : 

Why T!ON? “.It’s delicious. It’s refreshing. It’s absolutely buzzing with active energy. And, best of all, its good. Na, good isn’t good enough. It’s good 3 times over. With 3 good things – tea extracts, fruit juice and ginseng. That’s (count them) 1. health, 2. nutrition, 3. energy. All in one bottle. The new T!ON with 3 good things. So why let go!”

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Tata Tea, with operations in over 40 countries, has steadily been transforming itself from a company with primary focus on tea to a beverages company focusing on the wellness and health platform The Tata Tea group is the world's second largest global branded tea operation with a presence in over 60 countries. The prominent companies in the group are Tata Tea, the UK-based Tetley group and Tata Coffee.

What Next? : 

What Next? I wish for a 330 ml tin variant of Tion to fight against the likes of Diet coke and Pepsi My Can. Will Tata Tea fight with the Cola majors for the top 2 slot in the soft drink market or will it settle for the third place fighting other big Indian players? Let’s wait and see if Tion’s ginseng magic works.