Case Presentationon

TATA Salt

TATA Salt Case # 1

• Tata Salt• Namak ho Tata ka, Tata Namak• Competition• Advertising Strategy• Revised Advertising Strategy

Question # 1

• SSO is Strategy Selection Outline• It Includes 1. Product class definition 2. Target group 3. Message elements 4. Rationale

• For Tata Salt… Product class is utilitarian ( food additive

segments)Target group is Indian housewivesMessage is hygiene production, purity,

nutrition and iodine contentRationale is value fro money brand and with

all retail presence.

• Marketing communication work plan format includes

• Product characteristics• Brand foundation• Target audience• Competitive scenario• Communication characteristics

• For Tata salt…. Product characteristics are free flowing, pure hygienic

production with iodine content. Brand foundation is reliability, honesty and credibility,

qualities inherent to the Tata creed of business. Target audience is Indian housewives. Competitive scenario is two decades no much there.

But competition from two players Captain Cook in 1990 and Annapurna in 1996.

Communication characteristics are iodized, vacuum-evaporated, package salt

Question # 2 & 3

• The strategic approach for Desh ka Namak campaign….

Connect consumer at emotional levelBoth rational and emotional manifestations of

purity.

• Yes, this approach helped Tata in meeting with its objectives…

By elevating the brand to status of national icon, it could not only expand the user base but also break free from the clutter

Tata salt case # 2

• The ‘ Desh ka Namak Idea’

Question # 1

• Brainstorm ideas around salts, purity and leadership….

Question # 2

• Analogy means a resemblance of relations; an agreement or likeness between things in some circumstances or effects, when the things are otherwise entirely different. Thus, learning enlightens the mind, because it is to the mind what light is to the eye, enabling it to discover things before hidden.

• Association comes to our mind when we think of the word ‘salt’……

Question # 3

• How will you visually or verbally depict situation to convey the idea of loyalty to one’s nation???

• Show how commoners are heroes in everyday lives???

‘Namak Halal’‘Desh ka Namak Khana’

Question # 4• Yes, Desh ka Namak is big idea…Consumer were feeling a deep and underlying unrest

over weakening social framework and corruption that was eating India’s value.

Hidden sentiment of patriotism and loyalty.Salt is very basic necessity; a little bit can change

complexion of food.‘Desh ka Namak Khana’Small act of integrity and loyalty that could collectively;

change nation

Tata Salt # 3

• Creative Execution• Results

Question # 1

• Creativity and effectiveness of the montage film and traits of ads…

Question # 2

• Yes, ad is effective…Ranked India's most trusted brand survey

conducted by ACNielsen in 2002-03By Economics Times in 200318th in winning brands Global Database 2002-

03 by ACNielsenIdentified as one of the Indian super brands in

2004 etc..