Case Presentation

on
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 housewives
Message is hygiene production, purity,
nutrition and iodine content
Rationale 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 level
Both 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 2002-03
By Economics Times in 2003
18th in winning brands Global Database
2002-03 by ACNielsen
Identified as one of the Indian super
brands in 2004 etc..