Tata Coffee – Brand Development and Positioning
Tata Coffee, a renowned brand in the coffee industry, enlisted Triloke to revamp its brand presence and develop a cohesive strategy that aligned with its core values and sustainability commitments. The goal was to elevate Tata Coffee’s positioning in the market, create a robust digital footprint, and communicate its heritage and commitment to quality while ensuring a forward-looking approach.
Client: Tata Coffee
Industry: Food & Beverages
Agency: Triloke
Challenges:

Tata Coffee needed a more defined brand strategy that showcased its rich legacy while embracing the modern expectations of sustainability and innovation.

The brand required clear product categorization to appeal to different consumer segments, from casual coffee drinkers to aficionados.

Tata Coffee wanted to bolster its employee and customer engagement through a more interactive and informative online presence.
Approach:
1. Brand Strategy & Positioning:
Triloke started by working with Tata Coffee's leadership to articulate a comprehensive brand vision and mission. These statements served as the foundation for the brand's strategic direction, ensuring alignment with Tata Coffee’s values of quality, sustainability, and innovation. The positioning was launched with a clear focus on the sustainability aspect of Tata Coffee’s sourcing process, emphasizing ethical farming practices, environmental responsibility, and community engagement.

1. Brand Strategy & Positioning:
Triloke started by working with Tata Coffee's leadership to articulate a comprehensive brand vision and mission. These statements served as the foundation for the brand's strategic direction, ensuring alignment with Tata Coffee’s values of quality, sustainability, and innovation. The positioning was launched with a clear focus on the sustainability aspect of Tata Coffee’s sourcing process, emphasizing ethical farming practices, environmental responsibility, and community engagement.
2. Product Categorization:
Triloke analyzed the market and Tata Coffee’s existing product portfolio to categorize its offerings. A distinct product hierarchy was established:
Premium Coffee Blends: Tailored for the connoisseur, highlighting high-end coffee beans sourced from sustainable farms.
Everyday Coffee: Targeted at the mass market, providing affordable yet quality options for daily consumption.
Specialty Coffees: Aimed at niche markets seeking unique, limited-edition coffee varieties.
This segmentation allowed Tata Coffee to better target its diverse customer base, communicate the uniqueness of each offering, and make informed decisions in product development and marketing.
3. Collateral Creation:
Triloke led the development of a wide range of collateral that helped to visually communicate the newly defined Tata Coffee brand:
Brand Guidelines: Clear guidelines for logo usage, color palettes, typography, and tone of voice.
Website Development: A modern, user-friendly website that reflected Tata Coffee’s premium image, while also incorporating e-commerce capabilities to drive online sales.
Social Media Strategy: A consistent approach to managing Tata Coffee’s social media presence, focusing on storytelling about sustainability, coffee sourcing, and the Tata Coffee brand’s rich heritage.
4. Sustainability Communications:
Sustainability was integrated into every aspect of Tata Coffee's messaging. From packaging to product sourcing, the brand embraced green initiatives. Triloke helped Tata Coffee narrate its commitment to sustainability through:
Content Creation: Developing educational content for customers and employees on the sustainable farming practices used in Tata Coffee’s supply chain.
Employee Engagement: Interviews and stories from employees who were directly involved in sustainable practices, giving a human face to Tata Coffee’s commitment.
5. Launch and Positioning:
Triloke facilitated the launch of Tata Coffee's new brand positioning through a multi-channel campaign that included:
Press Releases: Announcing the new positioning and product categories.
Employee and Customer workshops: A mix of internal and external perspectives on what Tata Coffee stood for, showcasing its impact on the community and the environment.
Launch Event: A high-profile event that brought together media, influencers, and stakeholders to promote the new brand direction.
6. Social Media & Online Presence:
Building a solid digital footprint was essential. Triloke’s social media strategy focused on engaging with customers, promoting Tata Coffee's sustainability initiatives, and establishing the brand as a thought leader in the coffee space. The strategy involved:
Regular Posts & Updates: Engaging content that included sustainability tips, coffee facts, and company milestones.
Interactive Campaigns: Contests and challenges to involve the coffee-drinking community.
Influencer Collaborations: Partnering with coffee experts and lifestyle influencers to promote Tata Coffee products.
Results:
Increased Brand Awareness: Tata Coffee’s social media following grew by 40%, and the brand’s positioning as a sustainable, quality-driven coffee company resonated strongly with consumers.
Enhanced Customer Engagement: The brand’s website saw a significant increase in traffic, with customer interactions on social media channels surging.
Stronger Market Presence: Tata Coffee’s revamped product categorization and positioning helped it stand out in the competitive coffee market, leading to a 15% increase in sales within the first quarter of launch.
Employee Alignment: Employee feedback indicated a stronger connection to the company’s values and mission, with many citing pride in working for a brand that values sustainability.
Conclusion:
Through a comprehensive and strategic approach, Triloke helped Tata Coffee redefine its brand, categorize its products, and communicate its values of sustainability and quality. The collaboration successfully positioned Tata Coffee as a forward-thinking, sustainable brand, allowing it to engage customers, employees, and the wider community more effectively.
Additionals:
Helped Launch Sonnets by Tata Coffee

This brand is a result of Tata Coffee’s 150-year history and experience
The coffee is sourced from Rainforest Alliance certified estates that use best practices for farming
Sonnets by Tata Coffee is available on the Tata Coffee website, Amazon, Big Basket, and Tata Cliq Luxury





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