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PRESENTED BY:

GROUP 8

TATA SALT CAST

STUDY

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INTRODUCTION

Tata Salt was launchedin 1983 by Tata

Chemicals as India's frstpackaged iodised salt

brand

The brand is now thebiggest packaged salt

brand in India! with amarket share o" 1#$

The market "or packagediodi%ed salt in India isestimated to be worth

&s 1# billion! with TataSalt commanding a salesshare o" &s 3#( billion

)omestic competitorsinclude *nnapurna!Captain Cook! i+shakti!

,irma Shudh and*ashir-aad

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*nalysis o". Cs! ST/and the promotionalstrategy "or Tata Salt

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5 Cs OF COMMUNICATION

COMPANY

Single

propositionie purityo" salt

CUSTOMERSCOLLABORAT

ORCOMPETITOR

SCONTEXT

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0-aluation o" Strategy in

terms o" the ad-ertisingobecti-es set by Tata Salt

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STRATEGY IN

ADVERTISING THEOBJECTIVES SET Objec!"es se2 &etain the leadership position in packed salt industry

S#$e%& behind was to show the rational side along with rationalmani"estation o" purity

E'(!()$*:

P+#!&2 Tried to intact the idea o" purity, purity o" action and thought

Le$-e#s.!/2 Namak ho tata ka4! dominant presence in the national market

L(&$*&2 &emaining true to one4s salt and to one4s country! Maine desh kanamak khaya hai

R$!()$* C.$#$ce#!s!cs2

saltiness! iodi%ation! "ree 5ow! purity and whiteness6

7se o" -acuum e-aporation techniue and premium packaging

*d-ertisement was success"ul in con-eying the set obecti-es !message was deli-ered to the audience as e:pected

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/rocess o" con-ersion o"

strategy to the ;ig Ideaand alternati-es

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PROCESS

7ni-ersal and e'(!()$* .e'e that consumers can easilyrelate to! remaining true to one4s salt and one4s country

To keep intact the idea o" purity and stress on purity o" thoughtand action

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ALTERNATIVES

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USE OF EMOTIONAL

APPEAL BY TATA SALT =>aine desh ka namak khaaya hai?2 these simple

words ha-e an earthy appeal that goes straight tothe heart

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It has linked to the idiomatic usage o" the word saltSalt has great signifcance across languages

T.e& -#$ $ /$#$**e* ( s'$** $cs ( !)e%#!&

$)- *(&$*& .$3 c(**ec!"e*&3 c.$)%e .e)$!() *nd they linked it to desh ka namak khaana@ something like gi-ing a part o" oursel-es to thenation as a "orm o" repayment

USE OF EMOTIONAL

APPEAL BY TATA SALT9c();

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The ads essentially draw "rom the !)e%#!& ( .e'$)7!)7.e7s#ee ( s.(c$se )(b*e $cs (-+& .$ e$s!*& %e $1e) (# %#$)e-

The interesting thing about the e:amples is that atno point does the ad-ertising e:plicitly say that the&s 1AB+crore brand is the desh ka namak @ that isonly implied

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Tata Salt too had played upon the rational'purity' aspect o" its oering @ purity which it

linked to the '-acuum e-aporated techniue' o"packaging and the 'saltiest salt' claim o" thebrand

The brand has se-ered all ties with the /+#!&/#(/(s!!() It has simply 'grown' purity to

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T.$)1 Y(+