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Marketing Strategy

The document discusses the marketing strategy of Tata Salt in India. It details Tata Salt's market share, product variants, pricing strategy, distribution network, and promotional activities including TV, radio, print ads and social media. Tata Salt is the largest packaged salt brand in India with a 17% market share.

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bhatthimanshu1508
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32 views8 pages

Marketing Strategy

The document discusses the marketing strategy of Tata Salt in India. It details Tata Salt's market share, product variants, pricing strategy, distribution network, and promotional activities including TV, radio, print ads and social media. Tata Salt is the largest packaged salt brand in India with a 17% market share.

Uploaded by

bhatthimanshu1508
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Marketing Strategy

TATA Salt
The Indian salt market
 Tata Salt was launched in 1983 by Tata Chemicals as India's first
packaged iodized salt brand. The brand is now the biggest
packaged salt brand in India, with a market share of 17%.
 As of June, 2019, more than 90 thousand metric tonnes of Tata Salt
is sold through over 65 lakh retail outlets reaching 161 million
households across the country each month.
 The market for packaged iodized salt and other salts in India is
estimated to be worth Rs. 21.7 billion, with Tata Salt commanding a
sales share of Rs 3.74 billion or 17.3% of the market. Domestic
competitors include Ankur, Annapurna, Sarbu, Captain Cook, i-
shakti, Nirma Shudh and Aashirvaad. However major competition is
only given by Surya Salt which holds the second largest market
share after Tata Salt.
The 4P’s of Marketing

Product
Price
Place
Promotion
1. PRODUCT
Tata salt is market leader in iodized salt segment in India with more than 600 million
people consuming it every day. Tata salt has two salt variant: Tata Salt lite and Tata
Salt plus.
TATA salt produces four different types of salt:
2. PRICE

 Tata Chemicals faces tough competition from HLL (Annapurna, captain


cook salt), BASF, Pidilite Ind, Aarti Ind etc. As the numbers of competitors
are more in the consumer product segment which offers commodities such
as salt, pulses.

 Tata Chemicals follows a competitive pricing strategy for its products. The
reason for this pricing strategy is because buyers (consumers) have more
bargaining power and can switch brands easily. Tata Chemicals always
focuses on providing best quality products to its customers as pricing are
nearly same by all competitors.
3. PLACE

 Tata Chemicals Ltd began its operation in Gujarat in the year 1939 and
now it operates in 4 continents covering Asia, Europe, Africa and North
America. The company has its own branded stores in places that sells its
products.
 TCL has a strong distribution network for its salt brand and it uses the
same network to sell now I Shakti pulses across India.
4. PROMOTION

 Tata Chemicals uses omni channel to promote its brand and products. The
company is engaged in promotional activities on TV, radio, print, social
media, events and sponsorships.
 Tata chemicals emotional promotional campaign ‘ Tata namak: Desh ka
namak’ is the most popular campaign. Tata salt also came up with a
promotional strategy of branding plates during the Kumbh mela of 2016.
 Tata chemicals also started a social program called ‘Desh ko Arpan’ to
help under privileged children in society.
 During Rio Olympics it launched a campaign ‘Namak ke Waastey’ for
supporting Indian athletes.
THANK YOU

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