LOVELY

PROFESSIONAL
UNIVERSITY

Name
Pooja
Jaya Jha
Danish Nazir Langoo
Burhanuddin Nazami
Vodnala Vamshikrishna

Case study

JAAGO RE!ONE BILLION

PEOPLE*

Content
INTRODUCTION
JANAAGRAHA
JANAAGRAHA AND TATA TEA
HOW THE JAGAAO RE. CAMPAIGN
STARTED
4 PS
TARGET MARKET
Pitfall of the company
TOP COMPETITOR

INTRODUCTION
TATA TEA Launched in 1985 created the polypack revolution
in tea industry in country. Jaago Re is a cause marketing
initiative launched in India by TATA TEA, owned by TATA
Global Beverages Limited. The campaign, introduced in 2008,
works with NGO and other non- profit organization to raise
awareness for specific causes around India general election

Women Right, Child Right, Health issues and to Cleanse,

and Political system, Corruption.
On such network is of JANAAGRAHA,TATA Group and
Yahoo! India that is trying to create a mass movement to
awaken the urban Indian Voter rights and responsibilities.

Janaagraha
A not for profit institution started in December 2001 by
Ramesh and Swati Ramanathan.
Janaagraha works to improve of life of the people of the
Indian cities and towns.
It works with citizens and government to bring about
solution to problem's in cities.

naagraha and Tata Tea

The objective of Partnership between TATA and Janaagraha is to create a

platform that will motivate the vast number of Indian Youth to participate
actively in election process of country.
The initiative is named Jaago Re! One Billion Votes.
The Jaago Re. Campaign communicates the message punch line
Har Subah Sirf Utho mat Jaago Re!................

How the Jaago Re.. (One

billion people) Campaign
started..
In September 18 2008 Tata Tea and Janaagraha came together with a
unique Initiative to motivate the Indian youth to vote for the betterment of
India.
On 2008 in Mumbai Tata Tea which is Indias largest tea company came
with an announcement that it has joined hands with Janaagraha a non
profit organization.
The main objective of this campaign is to motivate youth to participate
in election. Its initiative was named as Jaago Re. One billion people
votes or people!

The 4ps are:

Product

Each packaging and product attributes designed

keeping in mind the respective target segment.

E.g. Tata tea gold, Premium customer tea with 15%
longer leaves.

Place

Product in Assam and Darjeeling and Kannan Devan

Hills in South India.

Distribution network throughout the Country.
Major consumer:- South Indian, UP, Bihar, Haryana
States.

Price

Pricing in 3 segments

. Economy
.Upper middle Class
. Premium and Distinguished taste

Promotion

The jaago Re
Campaign

Communication Objective:Awake the youth to participate in the

country election.

Digital Marketing Initiative

Started the website Jaagore.com in 2009.
Users can register to join.
It includes discussion forums on social and
political issues.
Also includes information and updates on political
affairs.

Jaago Re.. Power of 49%

49% women voters in India.

To raise awareness among women to vote and

select an accountable government.

Celebrity Endorsement
Communication objective:- Make the brand more appealing to

youth.

Target Market
Target Market- Middle Class and Upper Middle Class.

Now a Shift in the target audience from middle aged to youth (hungry for
changed)
Use of Emotional Connect in communications.
1) 2009-10:- One billion votes.
2) 2010-11:- Khilana Bandh pilana shuru.
3)2011-12:- Soch Badlo.
4) 2012-13:- Choti Shuruaat.
Housewives who are key in decision.

Pitfall of the company

Only targeted to educate and internet literate
masses.
Ignored the vast majority of the Indian population
who lives in small towns and villages and they are the
one whose voice counts,.

Top Competitor
Band

Brooke

Product:- Similar packaging, Leaves quality and sub branding

techniques.
Place:- Well established distribution channel like Tata Tea.
Price :- Price in the same range.
Promotion:- Celebrity Endorsements: Akshay Kumar
Advertisement:- Communicating Family get together with the
tagline Swad apnea ka.

Conclusion
Tata is a well established and trusted brand that Tata Tea Leverages.
4 Ps helped as Contrast Tata Teas.
Offerings with its Competitors.
The key difference lies in the promotion strategy adopted.
Tata Tea is established as a strong national brand with the help the Jaago
Re.. Campaign.
Tata Tea has to adopt more difference strategies to achieve a success.