Institute of Management

Nirma University

Ahmedabad,Gujrat

MBA FT (2023-2025)

Marketing Management – I

Submitted to- Jayesh Aagja

Submitted by- Aditya Rai

Roll no: 23MBA404

WAGH BAKRI was launched in 1892 by a Gujarat originated
businessman Narandas Desai , who had a passion for tea. From 1998-2003, Wagh
Bakri was known by the name Gujarat Tea Processors & Packers Ltd. The brand
Wagh Bakri was launched in the year 1934. The logo of the brand has a Wagh (the
tiger) that represents the upper class and Bakri (the goat) that represents the lower
class, drinking tea from the same cup. It probably appealed to the sensibilities of
that time.

The brand has extended its presence in Karnataka, Rajasthan, Andhra Pradesh, Goa,
Delhi, Hyderabad, Madhya Pradesh, and Maharashtra and is now trying to branch
out to all regions possible.
*source-https://brandyuva.in/2018/11/marketing-strategies-of-waghbakri-tea.html
 Waghbakri
Tea- Hamesha Rishtey
Banaye

*Source Harvard business review|article - rejuvenating the marketing mix|

Introduction to marketing mix

Marketing Mix is to ensure that the target audience is satisfied, value perception is accurate ,and to stand out of
the competitors. Implementing these P’s in the best way you see fit for your company can become extremely
beneficial, but you must completely understand each piece of P’s.

 PRODUCT
 PRICE
 PLACE
 PROMOTION
 PROCESS
 PEOPLE
 PHYSICAL ENVIRONMENT

-
*source www.exportplanning.com

Now, To understand the marketing mix with the application in real life situations where a decision made by a
company/firm affects its rivals in number of ways.
Here WAGH BAKRI is my primary company which is leading industry and provides various products and the
strategies it followed to be a leading brand in India, the steps taken by Wagh Bakri affected its rivals in terms
of prices , quality and advertisement. The comparison are as follows
1.(Cp,p)-Price vs Price

Wagh Bakri’s product range has been economically priced and prices are not revised ,it always maintains its
quality and hence has loyal followers. In 2012 the director gave this statement "In an era of globalisation,
imports cannot be restricted, especially in a scenario when tea production in the country is increasing at 3 per
cent, while consumption is rising at 5 per cent, thereby widening the gap," Executive Director of Wagh Bakri,
Parag Desai said.
Tata tea rose their price by 12-14 rupee in the year 2012. Not only a particular brand rose the price but it was in
effect for multiple brands. It is predicated," The demand for tea will continue to rise and production in India to
remain at current levels, tea prices could further inch up benefiting some tea companies."

2.(Cp,q) Price vs Quality

“Ahmedabad, May 21 (PTI) Country's third-largest tea packager Wagh Bakri (WB) group today hiked tea
prices by Rs 12 per kg in its various products categories with immediate effect. Wagh Bakri, has appealed the
Centre to reduce duty on tea imports (presently in excess of 100 per cent) to help bridge the widening demand
and supply gap in the country.”

We have CHAAYOS owned by Sunshine Teahouse private limited. They entered the market of
majorly Delhi to provide their chai-nashta experience.
They started their business in 2012 with a mission statement,” Our mission is to help ease
these seemingly endless pressures of modern existence using a traditional recipe for
Relaxation i.e. Chai and Snacks that go along with it.”

3.(Cp,a) Price vs Advertisement

In 2012 Waghbakri had to revise its prices as stated in (Cp,p) . The Director gave a statement and the company
had to raise the prices.

*source – tasteofcountry.com/lipton iced tea

In response of it Lipton introduced one of its song. A new Lipton Iced Tea commercial, this one specifically for
Lipton Tea and Honey mix, features country trio Lady Antebellum.
The ad showed “The threesome is sitting inside their vehicle, drinking iced tea when Hillary Scott says she has
come up with an idea. Why waste time sweating in the heat and being bored when they can do what they do best
and that's entertain people?”
4.(Cq,p) Quality Vs Price

Brooke Bond Vs TATA Tea

 Brooke Bond is famous brand name of tea owned by Unilever. It has been comforting the taste buds of
millions around the world since 1869.
 It was in 1903 that Brooke Bond launched Red Label, one of India’s most preferred tea brand today. Brooke
Bond Red Label since then has changed the way people drink tea
 Brooke Bond Red Label is all about coming together over a warm cup of tea with everyone around. It is the
“Swad Apnepan ka” (Taste of Togetherness)
 Tata Tea Premium is India’s No.1 branded tea, in terms of volume as well as the value. It is approximately
25% larger than the second largest brand in the country.
 The flagship brand of Tata Global Beverages Limited, Tata Tea pioneered the packet tea revolution in India
in 1985, bringing fresh teas from the garden directly to consumers in poly packs.
 Brooke bond mainly focuses on only tea, whereas, TATA is a company that manufactures almost everything
from a pin to a truck.
 Tata Tea on the other hand is a consumer tea at low cost.
 Hence, in terms of quality Broke Bond has an edge over Tata Tea’s pricing policy.

5. (Cq,q) Quality vs Quality

To ensure that Wagh Bakri is improvising with time and making innovation with changing outlet scenario
going all over the world it forayed into Tea lounge business, The 1st WAGHBAKRI Tea Lounge, located in the
posh suburb of Ahmedabad, opened in the year 2007. This was followed up by 11 other outlets in various parts
o India.

*Taj Mahal Tea House is owned by HUL and is the company's attempt to give customers a premium tea
drinking experience. The lounge is located at Bandra in Mumbai and is artfully done up with pastel interiors.

* Sanjay Gupta founded the San Cha Tea Boutique company in 1981 and tea drinking in India hasn't been the
same ever since. San Cha tea boutiques serve more than 65 varieties of tea at their offline lounge, in addition to
also having an e-commerce website offering
In the premium segment, Wagh Bakri’s Good Morning competes with HUL’s Yellow Label and Taj Mahal,
while Wagh Bakri’s Mili is positioned against HUL’s Red Label in the popular segment.

“Serving tea to consumers is a kind of passion for us. It is not a number-crunching game,” says Paras Desai, 43,
executive director.

6.(Cq,a) Quality vs Advertisement

To ensure that Wagh Bakri is improvising with time and making innovation with changing outlet scenario
going all over the world it forayed into Tea lounge business, The 1st WAGHBAKRI Tea Lounge, located in the
posh suburb of Ahmedabad, opened in the year 2007. This was followed up by 11 other outlets in various parts
o India.

*source-googleimages

Tata tea made a significant step in introducing aa advertisement campaign . In 2008, Tata Tea for the first time
introduced their iconic “Jaago Re campaign’, which left a strong impact in the minds of the viewers. In 2012,
Tata Tea came out with their ‘Badi Duty, Choti Duty’ campaign to highlight the message that awareness is the
greatest of all knowledge and how it is smaller things, which we neglect, makes a big difference .

7.(Ca,p) Advertisement vs Price

It was in the year 2015 that Wagh Bakri too latched onto the storytelling trend in advertising and joined hands
with Scarecrow Communications (now Scarecrow M&C Saatchi) to connect with consumers on an emotional
level. Slightly shifting from ‘Hamesha rishtey banaye’, the brand’s focus was now to soften the brand is its
image on the beauty of relationships with the tea as a catalyst.
On Republic Day 2015, the brand rolled out launched a four-minute film ‘Rishton ki Garmahat’ which
was aired on select news channels over 100 times through specially created slots to accommodate the long film
on Republic Day. Teasers were also aired on the same channels two days prior.

Tea prices have gone up Rs 4-5 a kg at the auction level since October following a decline in production in the
largest-producing state Assam due to erratic weather conditions. Traders and leading producers such as McLeod
Russel India and Goodricke Group said prices will increase Rs 15-20 a kg in the new season beginning March-
April 2016 as there will be no carry over stock from this year.

"We have already taken a price hike of Rs 12-15 a kg. Prices will remain firm till the new crop arrives in the
market," said Parag Desai, executive director of Wagh Bakri, India’s third-largest packaged tea company.

8.(Ca,) Advertisement vs Quality

In 2022,
Tea brand Wagh Bakri has rolled out a new television commercial.
‘PyaarWaliChai’ launched earlier by the brand in collaboration with tiqui-taka, a Mumbai-based creative
agency.
“The fourth television commercial announcing Wagh Bakri, being voted as India’s most trusted tea brand, is
now live on YouTube,” the brand said.
Parag Desai, Executive Director, Wagh Bakri Tea Group, in a statement, said, “Tea is a daily ritual for us, and
we at Wagh Bakri value the human connection that it fosters every morning. For us in India, everything else is
replaceable except tea. As India’s favourite tea brand, we intend to leverage our 130-year brand history, which
consumers already know and love, through emotional, meaningful, and insightful television commercials.
Moreover, we further intend to increase our visibility on major national, international, and regional television
networks, as well as on other digital platforms.”
 *source-nuffoodsspectrum.in

With a vision to offer genuine organic wellness products and solutions for conscious and healthy living, Organic
India has launched a new variety of tea -Tulsi Detox Kahwa and infusions such as Peppermint Refresh, Moringa
hibiscus, and Simply Chamomile. Each of the newly launched products has a unique taste and significance
attached to it.
Chamomile tea is well-known for its therapeutic benefit to alleviate anxiety and for sleepless nights offering
respite to people who are looking forward to a sound sleep. Detox Kahwa offers a powerful combination of the
famous Kahwa Tea, bounteous spices, herbs, and rock salt, which support healthy digestion. All the newly
launched flavours are organic and ensure healthy living.

9. (Ca,a) Advertisement vs Advertisement

Tea brand Wagh Bakri has rolled out a new television commercial.
‘PyaarWaliChai’ launched earlier by the brand in collaboration with tiqui-taka, a Mumbai-based creative
agency.
“The fourth television commercial announcing Wagh Bakri, being voted as India’s most trusted tea brand, is
now live on YouTube,” the brand said.
Parag Desai, Executive Director, Wagh Bakri Tea Group, in a statement, said, “Tea is a daily ritual for us, and
we at Wagh Bakri value the human connection that it fosters every morning. For us in India, everything else is
replaceable except tea. As India’s favourite tea brand, we intend to leverage our 130-year brand history, which
consumers already know and love, through emotional, meaningful, and insightful television commercials.
Moreover, we further intend to increase our visibility on major national, international, and regional television
networks, as well as on other digital platforms.”
On World Environment Day, Tata Tea launched its latest edition of #JaagoRe, aimed at spreading awareness on
a cause which is the most defining crisis of our time – Climate Change.
Since 2007, Tata Tea’s Jaago Re campaigns have been instrumental in stirring change on-ground, with
impactful solutions for the larger society and their collective issues.
‘Jaago Re’ has aimed to give social responsibility a new meaning.

REFERENCES
https://www.exchange4media.com/advertising-news/the-latest-tvc-follows-a-three-ad-campaign-
pyaarwalichai-launched-earlier-by-the-brand-124193.html

https://www.exchange4media.com/marketing-news/nursery-rhymes-take-a-grim-turn-in-tata-teas-
ad-for-world-environment-day-127796.html
https://nuffoodsspectrum.in/2022/06/01/organic-india-launches-new-varieties-of-tea-and-infusion.html
https://economictimes.indiatimes.com/markets/commodities/tea-prices-to-increase-by-rs-15-20/kg-starting-
march-2016/articleshow/50083599.cms?from=mdr
https://www.socialsamosa.com/2020/01/brand-saga-wagh-bakri-tea-advertising-journey
https://www.forbesindia.com/article/india039s-family-businesses/wagh-bakri-the-good-blend/49453/1
https://tasteofcountry.com/lipton-iced-tea-2012-commercial-whats-the-song/

THANK YOU