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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
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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-class R&D capabilities
 Revenue- Rs. 14,534 crore in 2018, Rs 2,984.79 crore during April-June 2019
 Sales Figure Of 2019
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₹ In Crore

Segmental Revenue break-up Segmental Result (EBIT)

Consolidated Consolidated

2026; 18%
296; 18%

2116; 19%
312; 19%
7155; 63% 1035; 63%

Basic Chemistry Basic Chemistry

Products products

Consumer Products Consumer 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

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TOTAL ON ROLL EMPLOYEE TRIFR*

EMPLOYEES ENGAGEMEN 1.61
4698* T SCORE
73%

EMPLOYEE
3 BUSINESS MANUFACTURING PRODUCTIVITY-
VERTICALS PLANTS PBT/EMPLOYEE
Basic Chemistry Consumer 13 across globe Rs 0.37 crore/employee
Products Specialty Products

CORPORATE OFFICE TATA SALT

Bombay House, 24 Homi CONSUMERS
Mody Street 143 million households

*TRIFR-Total recordable injury frequency rate per million hours worked

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TATA CHEMICALS LIMITED

CONSUMER BASIC CHEMISTRY SPECIALTY

PRODUCTS PRODUCTS PRODUCTS

Salts Soda Ash Sweeteners

Pulses
Allied Chemicals
Material Sciences
Spices

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
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Relative market share
High Low
• Soda ash • Tata Swach
• Sodium Bicarbonate • Tata Shudh
High

QUESTIO
growth
market growth

STAR
N MARK
of market

DOG
Rate of

CASH
Rate

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 India's • More pricing in comparison to its
packaged salt market with 65 percent competitors.
of market share.
• Less penetration in southern part of
• Less than 24 hour delivery at the shops
India.
when the order is placed.
• Unique business model.
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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.
Bargaining power of customers
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Customers have various sources of supply.
Rivalry Among Existing Competitors
Huge competition in spices & pulses from
organized and unorganized sector.
 MACRO FACTORS AFFECTING TATA
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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.
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Where we want Objectives
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
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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.
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PROMOTION
Festive season marketing

https://www.youtube.com/watch?v=zUIZnsx
y7aw
 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.

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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
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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
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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