ch Vanilla, Butterscotch, and Dulce. The new range comes in attractive packaging and is promoted with the brand ambassador Saif Ali Khan.Dessert teas are new to India ( as far as I know). But it looks strikingly similar to Cappuccino . May be the product is just creamy tea with icecream flavors . What ever it may be , the brand looks tempting.
Taj Mahal Desset tea has the slogan " Pamper Yourself " and the ads are already in various magazines. The brand also has a hip-hop website www.pamperurself.in.
The brand is being positioned as a beverage to indulge in. When you are at office or at home, taking this brand will carry you to another world.
The brand is hoping to replicate the success of Bru Cappuccino. The brand stands out with its unique packaging which gives it a premium look. For tea lovers, it is a break from the usual monotony.
One thing to worry for this new range is the limited success that other innovations had in the tea segment. Lipton Iced tea was not a success despite high decibel advertising. However these new flavors and variants will bring back the excitement in the tea segment. Marketers were worried about this category ( tea) losing its charm among the youth. If successful, dessert teas will open new opportunities for tea marketers .
Related Brand
Taj Mahal Tea
I do agree with the author that innovation in tea has not worked in the indian market. but the reason for it is that people don't alternate ways in which tea can be made. Dessert Taj, the name itself is ambigous.It implies desert as if thar, sahara. the label look like coffee than tea from distant for which it loses its USP.
ReplyDeleteTEA needs to be promoted in a better way.The tea board of india also took some steps in these regard by coming up with some ads showing that tea drinkers are always happy than coffee drinker.
HLL can try a popularity check by using in TEA bar/disco's which are opening in Mumbai&bangalore.
By subhrajeet Jee
I think the innovation by "TAJ MAHAL TEA" would really click in the market becuase companyis very quick to find that Indian youth is more cofee fanatic than Tea which rightly is upsetting them.
ReplyDeleteComing out with such interesting and TEMPTING flavours in itself is a reality that the Cafe Cofee Day's & Barista are success stories in India.
Once these flavours are accepted in the market they can very well look at opening Retail outlets where it would be TEA,TEA & TEA!!!
Indian Youth will have a new hangout and the industry will have a new customer base where they would be able to charge a premium.
Sunu
My experience and observation on Indian regarding drinking habit of tea is
ReplyDelete-if we prepare tea in home we usually follow the traditional method and we prefer the natural tea flavor.
-if we go to an ordinary restaurant the same ordinary tea is available.
-if we go to cafe-coffee day kind of restaurant there we get a chance to chose flavor for the cup of tea or coffee.
I personally don't think that a middle class housewife will prefer a desert tea for her day-to-day use.
And visiting the site i felt that the target segment is premium.
I see a very little chance for the success of the brand.
There is one point that Ani's argument is missing. I think the promoters of the brand are looking towards long-term success rather than an instant hit. I think they are trying to create an "Exotic-Flavoured Tea" market which will fetch them not in the immediate future but a lot in the long-term. They are more like Pizzas. Pizzas were not affordable by middle class a few years ago and what about now... As the income levels in the economy grow, so will affordability of such items. Not to forget the effect of mass production, the product will become cheaper as production lines fatten.
ReplyDeleteI think this product will sell ok to fine to start off with but will gain traction as time progresses.