Tata Sampann MPC 1

1
MARKET PLAN AND CONTROL
Submitted to: Submitted by: Group 1

Prof. Ajay Bansal Aastha Singh
Industry mentor:
Abdullah Khan
Mr. Raj Kamal- RSM
Akhil Kumar
Ankita Verma
Utkarsh Singhal
2
INTRODUCTION
 Tata Chemicals Limited (TCL) was established in 1939 in Mithapur ,Gujarat.
 CEO & MD- Ramakrishnan Mukundan
 Tata Sampann is India’s 1st national pulses brand, along with a portfolio of spices, and
nutria-mixes
 Brand Ambassador- Sanjeev Kapoor
 Innovation Centre are present at Pune, Mithapur and Bengaluru equipped with world-cla
R&D capabilities
 Revenue- Rs. 14,534 crore in 2018, Rs 2,984.79 crore during April-June 2019
Sales Figure Of 2019
3
₹ In Crore
Segmental Revenue break-up Segmental Result (EBIT)

Consolidated Consolidated
2026; 17.93%
296; 18.02%
2116; 18.73%
312; 18.99%
7155; 1035;
63.34% 62.99%
Basic Chemistry Basic Chemistry

Products products
Consumer Consumer
Products Products
Specialty Products Specialty Products
TOTAL: 11,297 CRORE TOTAL: 1,643

CRORE
VALUES OF TATA
CHEMICALS LIMITED
Mission
Serving Society through Science
Vision
To be a sustainable company with deep customer
insights and engaging relationship with all
stakeholders in industrial chemicals, branded
agriculture and consumer products.
Values
Safety, Passion, Integrity, Care and Excellence
4
5
TOTAL ON ROLL EMPLOYEE TRIFR*

EMPLOYEES ENGAGEMEN 1.61
4698* T SCORE
73%
EMPLOYEE
3 BUSINESS MANUFACTURIN PRODUCTIVITY-
VERTICALS G PLANTS PBT/EMPLOYEE
Basic Chemistry 13 across globe Rs 0.37
Consumer Products crore/employee
Specialty Products
CORPORATE OFFICE TATA SALT
Bombay House, 24 CONSUMERS
Homi Mody Street 143 million
households
*TRIFR-Total recordable injury frequency rate per million hours worked
6
TATA CHEMICALS LIMITED
BASIC
CONSUMER SPECIALTY
CHEMISTRY
PRODUCTS PRODUCTS
PRODUCTS
Salts Soda Ash Sweeteners
Pulses
Allied Chemicals Material
Spices Sciences
Sodium
Bicarbonate
Mixes
Besan Cement
INORGANIC GROWTH 7
 De-merger of consumer
business of tata chemicals
into tata global beverages
limited.
 Pursuant to the scheme,

each shareholder of tata
chemicals will get 1.14
new equity shares of tata
global for every 1 equity
share held in tata
chemicals
BCG MATRIX
8
Relative market share
High Low
• Soda ash • Tata Swach
• Sodium • Tata Shudh
High Bicarbonate
Rate of market growth
QUESTIO
STAR N MARK
CASH DOG
COWS
S
Low • Tata Salt
• Tata i-shakti • Tata Sampann
Pulses & Besan
• Tata Dx Detergent
9 SWOT ANALYSIS
Strengths:
Weaknesses:
• TATA Salt is the market leader in • More pricing in comparison to
India's packaged salt market with its competitors.
65 percent of market share.
• Less penetration in southern
• Less than 24 hour delivery at the part of India.
shops when the order is placed.
• Unique business model.
10
Opportunities: Threats:
 Acquisitions and mergers  Aggressive competition from
 New markets and products unorganised market, existing
players and new players.
 Various large and small
competitors such as Everest,
Catch, MDH, Eagle etc.
FACTORS AFFECTING MARKETING
STRATEGIES OF TATA CHEMICALS
PORTER’S FIVE FORCES MODEL
Threat of new entrants-Huge capital requirements and Patent protection
are specific requirement.
Substitute products-There is no direct substitute of Specific chemical
products.
Bargaining power of supplier
Suppliers rely on supply from large plants.
11 Bargaining power of customers
Customers have various sources of supply.
Rivalry Among Existing Competitors
Huge competition in spices & pulses from
organized and unorganized sector.
MACRO FACTORS AFFECTING
12
TATA CHEMICALS
POLITICAL FACTORS
 Political aspect is the aspect which includes the government
interventions and the environment in which the company
has to work in.
Economic factors
 The economic factors include market trends, inflation rate,
demand and supply of particular commodity.
Technological factors
 The growth of technology has always been an opportunity
for the companies to boom their business like e-commerce.
Socio cultural factors
 This includes customer preferences, level of education etc.
13
Where we Objectives
want to be?
Segmentation
• People looking for healthy products
• People looking for good quality
spices and pulses
14 STP Targeting
• Modern Indian women who are
health conscious
Positioning
• Premium quality product
• Natural product
16 REPOSITIONING
TATA TATA SAMPANN

I-SHAKTI 2006
I-SHAKTI 2010 2015
16 Strategies
How will we
get there?
Consumer Products
17
Tata salts
Pulses
Spices
Mixes
Besan
MASALA
PRICING
As the prices of Tata
Sampann Masala is highest
than its competitors, they
follow Premium Pricing in
Masala.
Also, we usually found

discounts of 7-10%.
Therefore, its also High Low
Pricing.
Rs 85/100gm Rs 74/100gm Rs 78/100gm Rs 85/100gm

Dal
The cost of Tata Sampann Daal

is either similar or lower than
it’s competitors. Therefore, it
follows Competition based
Pricing.
Also, we usually found

discounts of 7-10%.
Therefore, its also High Low
Pricing.
Rs 84/500gm Rs 125/500gm Rs 98/500gm Rs 87/500gm

Place
• Headquartered in Mumbai,
Maharashtra
• Manufacturing plants in
Ernakulam, Kerala and Patan,
Gujrat
• 1000 wholesalers and 400,000
retailers.
• The firm leaves no touch point
empty to reach the customers-
be it local corner shops,
convenience/discount stores or
supermarkets.
21
PROMOTION
Festive season marketing
https://www.youtube.com/watch?v=
zUIZnsxy7aw
Sales
Promotion
 For sales promotion, the
company send their
promotors to various
karyana shops and small
retail marts.
 To increase the sales
volume and attract more
consumers, various
discounts are given.
 Point of purchase
promotion tool is also
used for displays and
demonstrations.
22
23 Objective Of Project
 There are a lot of people who wonder whether these activities require strategic
preparation and monitoring because of the pace at which some businesses cease to
work. If there are questions about an issue, this analysis is particularly necessary in
a case like this, since it will help clarify issues.
 And hence this study, so the problem of this study put in the question form is what
the impact of marketing planning and control is in the organization of Tata Chemicals
Ltd in its consumer products portfolio.
24 Result
 Helpful in forecasting and minimizes future uncertainties

 Helpful in Coordination
 A check upon stages
 Helpful in maintaining Healthy Competition within enterprise
 Helpful in providing Maximum Satisfaction to consumers
 Helpful in increasing the efficiency of employees
25
STRATEGIES
Consolidate position in Tata Salt Wider reach and efficient
Grow Tata Sampann portfolio
and strengthen market share operations
• Undertake brand campaigns and • Continue delivering pure and • Continue building a future-ready
market-specific activities authentic products with natural distribution network and scale
• Nurture thought leadership to ingredients that are tasty, up modern retail and e-
offer innovative products like nourishing and in keeping with commerce channels
Tata Salt Lite and Tata Salt Plus consumer needs • Leverage digital platforms and
to address consumer nutritional • Expand offerings across various technologies to connect and
needs food categories in innovative engage with customers, share
• Leverage interesting new formats to enhance product knowledge and improve
formats like Herbal Salt, Rock convenience and elevate the our presence across the value
Salt and Black Salt to address consumer’s cooking experience chain
specific consumer needs • Scale-up new products to drive
rapid growth.
SOLUTIONS PROVIDED TO THE
26
CHALLENGES
Profitability risks Competition risks

Rising fuel and labor costs – For this merging
of Tata Chemicals with Tata Global Beverages
which will enable them to handle their product Increasing competition from the
at one place by a single promoter in place of unorganized market, regional players and
different for each company. private labels- A focus on quality
sometimes helps. But often quality adds to
costs in the price-sensitive segment of the
market. For what the customer wants is
Volatility in commodity prices – For this not quality as defined in a quality
they must start creating awareness of the manager's lexicon, but quality that is
latest technologies in production and post- acceptable to him.
harvest operations amongst the farmers
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THANK YOU

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1

MARKET PLAN AND CONTROL

Submitted to: Submitted by: Group 1

Segmental Revenue break-up Segmental Result (EBIT)

Basic Chemistry Basic Chemistry

TOTAL: 11,297 CRORE TOTAL: 1,643

TOTAL ON ROLL EMPLOYEE TRIFR*

Salts Soda Ash Sweeteners

 Pursuant to the scheme,

TATA TATA SAMPANN

Also, we usually found

Rs 85/100gm Rs 74/100gm Rs 78/100gm Rs 85/100gm

The cost of Tata Sampann Daal

Also, we usually found

Rs 84/500gm Rs 125/500gm Rs 98/500gm Rs 87/500gm

 Helpful in forecasting and minimizes future uncertainties

Profitability risks Competition risks

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