Tata Consumer Products

Tata Consumer Products Limited is the FMCG arm of the Tata Group. The Company’s portfolio
of products includes tea, coffee, water, salt, pulses, spices, ready-to-cook offerings, breakfast
cereals, snacks, and mini meals. Tata Consumer Products is the 2nd largest branded tea
company in the world. Its key beverage brands include Tata Tea, Tetley, Eight O’Clock Coffee,
Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Water Plus, and Tata Gluco Plus.
Its food portfolio includes brands such as Tata Salt, Tata Sampann, and Tata Soulfull. In India,
Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled
ability to leverage the Tata brand in consumer products. The Company has an annual turnover
of ~Rs. 11,600 Cr. with operations in India and International markets.

Tata Coffee
Tracing its roots to 1922, Tata Coffee is one of the largest integrated Coffee cultivation and
processing companies in the world and the largest corporate producer of Indian Origin
Pepper. It is a part of the Tata Group and a subsidiary of Tata Consumer Products Limited.
With utmost emphasis on sustainability and traceability, Tata Coffee produces some of the
finest Indian Origin Green Coffee Bean, Instant Coffee, Pepper, and Tea. It has estates spread
in the lush Western Ghats and flourished with a plethora of flora and fauna. Being one of the
leading players in the B2B Instant Coffee industry, it has plants at Toopran (Telangana) and
Theni (Tamil Nadu). Tata Coffee’s plantations conform to the highest global standards of
sustainability, being Rainforest Alliance, UTZ, and Social Accountability certified.

Sonnets by Tata Coffee

Tata Consumer Products Ltd (TCPL) has made a foray into the premium roast and ground
coffee segment with the launch of the brand 'Sonnets By Tata Coffee'. This launch
strengthens Tata Consumer's product portfolio and marks its entry into the premium coffee
segment bringing TCPL closer to its aspiration of becoming a formidable player in the fast-
moving consumer goods (FMCG) category.

Sonnets by Tata Coffee is a range of premium Roast & Ground Coffee from Tata Coffee’s
gardens – made in small lots, roasted & ground to order – these coffee offerings promise a
fresh, aromatic, and flavorful cup. These are microlot coffees that are limited edition offerings
and are processed on the estates in a distinctive manner. Microlots are special lots of coffee,
selected for their high-quality and unique flavour profiles. The current offerings include six
microlots available in customizations across roast and grind levels and having distinctive
aroma and flavor profiles.

Sonnets by Tata Coffee’s aim is to influence India's coffee culture by introducing high-quality
Arabica coffee beans and making it the go-to choice for the well-traveled global Indian.
Through 'Sonnets by Tata Coffee', TCPL is targe_ng customers seeking a special coffee
experience. Think of this customer as someone who is a millennial by heart, having a high
disposable income with a natural affinity towards the premium category. These are socially
ac_ve and well-read coffee connoisseurs looking for a story and cause of every brand they
engage with and are willing to pay a certain premium for such stories and causes that they
relate with. There is also a new set of consumers entering this space. These could also be
consumers who are currently consuming filter coffee & aspire to upgrade to a more premium
coffee experience. Their introduc_on to this space usually happens through cafes & this
special coffee is saved for personal consump_on more than family consump_on.

Consumers can shop on www.tatacoffeesonnets.com and can choose their preferred roast
type choosing between light, medium, or dark roast op_ons; they could also suit their
brewing preference and opt for either a Filter Coffee, French press grind, Moka Pot & Whole
Bean. The current offerings include 6 microlots available in customiza_ons across roast &
grind levels and having dis_nc_ve aroma and flavour profiles.

Coffee infused with the magic of Estate -

The fact that each coffee is scoured from a different estate and each variant gives a unique
flavor of that par_cular estate and that is what differen_ates TCPL sonnets from others.
• Goorghully Estate
• Jumboor Estate
• Nullore Estate
• Margolly Estate
• Karadibetta Estate
• Monsooned Malabar AA
The packaging design of Sonnets cues artisan, freshly packed coffee – and each pack in
addition to the pouch has a special tag attached to it, that captures the details of the garden,
grind, flavours & notes of the coffee signed off by the Plantations to connote the authenticity
& freshness of the beans.

Challenges for Sonnets by Tata Coffee

• It is very difficult to onboard new customers with the super niche TG that the brand is
currently focusing on. While consumer research suggests that “Product Taste” and
“Flavor” stand out in the consumer's mind, there are not many brand attributes that
distinctly come out.
• There are not many key RTBs for the brand for it have stickiness in consumer’s mind.
• Banking on the legacy of Tata primarily, the brand is not able to resonate with younger
cohorts where the TG demographics and psychographics match the most; and where
the competition has a strong foothold.
 • Being sold only on the company’s website, brand discovery and thereby recall are
limited.

With this context, the teams from Tata Coffee are looking to pick your brain on the
following questions:
1. What is the relevance of the current RTB-origin/estate stories to our consumers?
2. Evaluate the current consumer persona and suggest if Sonnets by Tata Coffee should
modify/target any other cohort with the reason for doing so.
3. How should Sonnets by Tata Coffee revamp its marketing positioning in the minds of
its target consumers? What are the key attributes to appeal to this TG and how to
convert them into RTBs for the brand? And, given that target consumers are looking
for more than functional/utility-based value, how can the brand establish its
credibility through stories and cause initiatives, to connect with the consumer at a
deeper level?
4. What should be the efficient marketing mix in terms of product, packaging, pricing,
distribution (with a focus on D2C and online mediums only), and promotion for the
brand?
5. Develop a communication strategy focusing on digital mediums (where the TG for the
brand is present) and suggest innovative ways in which brand recall can be created.
Annexure 1: Competition Parity