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Case Study

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kandarp singh
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12 views2 pages

Case Study

Uploaded by

kandarp singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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SECTION B

Tata Tea, a major Indian tea brand, has long been associated with high-
quality, authentic tea offerings. To expand its brand equity, Tata Tea
launched the “Jaago Re” campaign, a social awareness initiative focused on
awakening people to important societal issues, including voter awareness,
gender equality, and climate change. This campaign not only promoted Tata
Tea’s products but also positioned the brand as socially responsible and
aligned with progressive values important to the community.
To reinforce this positioning, Tata Tea leveraged secondary brand
associations by associating itself with notable non-profits, social activists, and
youth influencers who represented change and social consciousness. These
partnerships allowed Tata Tea to build a positive association with values
beyond just the product itself. For example, during a voter awareness drive,
Tata Tea collaborated with non-profit organizations focused on civic
engagement, launching an integrated campaign encouraging young people to
register to vote.
The brand also associated itself with Bollywood influencers and social media
personalities who amplified the message, making it more relatable and
appealing to the youth and urban populations. By aligning with socially
responsible causes and credible voices, Tata Tea successfully built an image
as not just a tea brand but as a brand actively contributing to society.
As a result of these associations, Tata Tea saw a rise in brand loyalty among
socially conscious consumers and youth. The campaign helped Tata Tea
differentiate itself in a highly competitive market, enabling it to stand out not
just for its tea quality but also as a brand symbolizing awareness,
responsibility, and action.

Questions (Answer all 4 questions)

1. Identify the secondary brand associations Tata Tea leveraged in its “Jaago
Re” campaign. How did these associations strengthen its brand equity,
particularly among socially conscious consumers?
2. What challenges might Tata Tea face in ensuring that its brand remains
authentic while associating with social causes? How can the company
mitigate these challenges to maintain trust with its consumers?
3. Considering Tata Tea's focus on socially relevant issues, suggest a new
cause or social initiative that could resonate with its target audience
today. What type of secondary brand associations (e.g., partnerships or
endorsements) could Tata Tea leverage to effectively promote this new
initiative.
4. Choose a competitive tea brand and suggest a secondary brand
association strategy that could help it differentiate itself in the market.
How would this strategy impact the brand’s overall image?

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