Marketing Strategy
In spite of a global presence, the brands are distributed differently depending on the location. As Tata tea is far better known in India and a powerful brand there, it is pushed on this market and countries with a large Indian population. Therefore, Tetley is the company's global face and the largest markets focus on the Tetley brand. Where both brands co-exist in one market, Tetley is positioned as the premium brand.
Read more about this topic: Tata Global Beverages
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“That is the way of youth and life in general: that we do not understand the strategy until after the campaign is over.”
—Johann Wolfgang Von Goethe (1749–1832)