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Tea Consumption in the UAE Creek Bridge General Trading LLC - Al Ras - Dubai
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Case Study – Tea Consumptionin the United Arab EmiratesCreek Bridge General Trading L.L.C
Ahead of the Fair Trade. Since 1995
Dubai - September 2011
The information contained in this document belongs to Creek Bridge General Trading LLC and to the recipient of the document. Unauthorized copying, disclosure or distribution of the material in this document is strictly forbidden and may be unlawful – Majid Haider
Agenda
About Creek Bridge General Trading LLC - Dubai
Overview of the Beverage consumption in the United Arab Emirates
Segmenting the UAE Tea consumers
Understanding of UAE tea consumer behavior
Company Overview
Creek Bridge General Trading L.L.C is an independent company listed atthe Dubai Chamber of Commerce since 1995
Creek Bridge L.L.C primarily concentrates its trade expertise on food stuff for the Middle East and the sub-Asian regions
The company focuses on the business needs of both clients and partners to provide expertise, efficient and fair results
Company’s CEO, Majid Haider, works on the food trade business since more than 30 years and has been rewarded several times by several Chambers of Commerce: Colombo, Dubai, Isfahan & Nairobi
In 15 years, Creek Bridges L.L.C has developed an extensive professional network over 11 countries
Company Values
Creek Bridge L.L.C believes on long-term profitable relationships
Creek Bridge employees look after profitability for both partners and clients by finding a right balance or “win-win” solutions
Trust, expertise and fair profitability are the values that allow Creek Bridge L.L.C to grow their daily business activities
Our clients benefit from our well-run business knowledge and our flexibility to respond to change in the food stuff marketplaces
CEO Background
M. Majid Haider - Iranian Citizen - 51 years old - Married - 3 childrenSince1995, CEO of Creek Bridge General Trading LLC
In the early 80’s, Majid started his trade career in the family business. Apart from the general food stuff trading, he specialized in almonds, pistachio, tea and the prestigious Persian carpets trade
Majid has been rewarded as the most prominent trader (export)by the Iranian Ministry of Commerce in 1991
In 1995, Majid Haider and his local sponsor launched in Dubai the general trading company: Creek Bridge L.L.C to extend his business capacity towards the sub-Asian continent
Company Growth
1995 2010200920082000 2005
Base
100
260
330
390
305
320
260%
50%22%
345
14%
2011
Economic crisis impact on regional tradeEconomic crisis impact on regional trade
Creek Bridge L.L.C annual turnover - base 100
Overview
Understanding the beverage market with focus on the tea segment
DuplicationFrequencyProminent BrandsBrand loyalty
Brand aspirations
Segmentation of Tea consumers based on attitudes towards health.. brand..
Demographics, psychographics, brand loyalty
Beverage market
0%
20%
40%
60%
80%
100%
Tea Coffee Carbonatedsoft drinks
Juice & fruitdrinks
Beverages are a part of everyone’s life, which is well demonstrated by the high % seen in the above graphical representation.
Let’s check if the there exists an overlap in the beverages’ market
Duplication
Tea Coffee Carbonated drinks
Juice & fruit drinks
Tea 100% 95% 94% 94%
Coffee 72% 100% 73% 74%
Carbonated drinks 86% 87% 100% 86%
Juice & fruit drinks 95% 96% 96% 100%
All consumers Non consumers
Solus consumers
Tea (Tea bags) 87% 13% 35%
Tea (Packet tea) 54% 46% 20%
Ground Coffee 45% 55% 16%
Instant Coffee 62% 38% 25%
Carbonated drinks 86% 14% 9%
Juice & fruit drinks 96% 4% 11%
That explains the extent of overlap within the beverages market
Solus consumers are defined as consumers using only one brand.
Base: Total Sample ( n =5006)
Kind of Tea
Tea Bags
23%
Packet Tea
41%36%
The market is dominated with packet tea 77% penetration
While the tea bags are a convenient option to packet tea and form 59%
The overlap that exists is 36% - i.e. consumers using tea bags and packet tea
Base: Total Sample ( n =5006)
Frequency of tea consumption
Heavy Users, 22%
Medium Users, 30%
Light Users,
7%
Heavy Users, 36%
Medium Users, 29%
Light Users,
8%
Heavy Users: Consume tea two or more times in a day
Medium Users: Consume tea at least twice a week
Light Users: Less than that
Tea Bags Packet tea
Base: Total Sample ( n =5006)
UAE’s Favorite Tea Brands
Base: Total Sample ( n =5006)
Packet Tea
Consumers
All
Consumer
s
Most
Often
Consumer
s
Lipton 32% 26%
Brooke Bond 14% 10%
Red Label 11% 5%
Alokozay 8% 5%
Society 8% 5%
Leone 6% 3%
Rabie 5% 2%
Al Alali 4% 3%
Tea Bag
Consumers
All
Consumer
s
Most
Often
Consumer
s
Lipton 60% 54%
Red Label 18% 8%
Alokozay 11% 7%
Rabie 10% 4%
Ahmed 6% 4%
Ghazleen 6% 3%
Leone 6% 3%
Alamein 4% 3%
A Packet tea consumer is more likely to consume the same brand more often than the Tea bag consumers.
Tea bags are used anywhere, may be at work or vending machine or even at home – where sometimes you have little control on the choice.
Tea Brand Loyalty
Base: Total Sample ( n =5006)
Brand loyalty is a measure to defined as consumer’s inclination to continue buying the same brand.
Lipton has the maximum brand loyalists in both the types – Tea bags as well as Packet tea.
This indicates that a Lipton user will continue to use Lipton brand and the inertia will be very strong. It would be difficult to shake a consumer to another brand.
This works very well for Lipton while other brands will have a tough time to get Lipton users to try their brands.
Meanwhile we will try and assess the aspirations and motivations of Lipton users
Tea Consumers Tea Bags Packet
Tea
Lipton 90% 80%
Brooke Bond 43% 73%
Red Label - 46%
Alokozay 58% 64%
Society - 57%
Leone 53% 47%
Rabie 41% 42%
Al Alali - 83%
Ahmed 72% 80%
Ghazleen 57% 73%
Segmenting: Demographic breakdown
Vertical % Women: Heavy tea consumers
Contented
Health consciou
s
Ambitious fashionable
s
Carefree Shy Introvert
s
Sample 2161 486 562 332 372 409
Horizontal % 100% 23% 26% 15% 17 % 19%
Represent People
1.5 million 338,560 384,028 232,253 254,825 290,052
Age
Teens (15-19 yrs)
8% 6% 9% 12% 6% 9%
20’s (20-29 yrs) 31% 30% 29% 41% 30% 27%
30’s (30-39 yrs) 34% 37% 33% 31% 35% 36%
40’s (40-49 yrs) 20% 19% 21% 14% 24% 22%
50 & above yrs 6% 9% 8% 2% 5% 6%
Ethnicity
Nationals 26% 19% 33% 34% 27% 16%
Arab Expats 33% 21% 40% 40% 52% 18%
Non Arab Expats 41% 60% 28% 26% 21% 65%
Segmenting: Demographic breakdown
Vertical % Women: Heavy tea consumers
Contented
Health consciou
s
Ambitious fashionable
s
Carefree Shy Introvert
s
N=2161 N= 486 N= 562 N= 332 N= 372 N= 409
Marital Status
Single 33% 34% 30% 44% 26% 31%
Married 58% 57% 59% 48% 64% 60%
Married with children
8% 6% 10% 7% 9% 6%
Divorced/ Widow*
2% 2% 1% 0.8% * 1% 2%
Geographic
Dubai 26% 26% 23% 26% 28% 29%
Sharjah 19% 26% 16% 18% 16% 19%
Abu Dhabi 34% 28% 40% 37% 33% 30%
Al Ain 8% 7% 5% 9% 11% 7%
Northern Emirates
13% 13% 16% 10% 12% 14%
Segmenting: Education & Employment Status
Vertical % Women: Heavy tea consumers
Contented
Health consciou
s
Ambitious fashionable
s
Carefree Shy Introvert
s
N=2161 N= 486 N= 562 N= 332 N= 372 N= 409
Employment
Government sector
17% 14% 25% 15% 22% 8%
Private sector 37% 40% 34% 37% 40% 37%
Semi private sector
2% 2% 2% 3% 1% 2%
Self employed 12% 14% 11% 11% 10% 14%
Not doing paid job
31% 30% 27% 34% 28% 39%
Housewife 19% 22% 14% 17% 16% 27%
Student 7% 6% 8% 11% 6% 7%
Education
Elementary or less
4% 5% 2% 2% 4% 7%
Intermediate 11% 13% 10% 11% 11% 12%
Secondary 31% 27% 35% 33% 31% 25%
Diploma, University Education
22% 21% 23% 26% 16% 24%
University or above
32% 34% 30% 27% 37% 32%
Segmenting: Income
Vertical % Women: Heavy tea consumers
Contented
Health consciou
s
Ambitious fashionable
s
Carefree Shy Introvert
s
N=2161 N= 486 N= 562 N= 332 N= 372 N= 409
Family Income
Less than Dhs 4000
17% 23% 14% 12% 15% 19%
Dhs 4001 -8000 28% 27% 29% 25% 29% 29%
Dhs 8001 -12500 21% 17% 22% 25% 23% 18%
Dhs 12501- 15000
6% 7% 7% 6% 7% 5%
Above Dhs 15,000
12% 10% 13% 20% 13% 6%
Refused/ Don’t know
16% 15% 15% 12% 14% 23%
UAE tea consumer behavior
Vertical % Women: Heavy tea consumers
Contented
Health consciou
s
Ambitious fashionable
s
Carefree Shy Introvert
s
N=2161 N= 486 N= 562 N= 332 N= 372 N= 409
Packet Tea 54% 94 107 103 84 109
Tea Bags 87% 95 104 106 105 91
Top Brands (Packet Tea)
Lipton 32% 98 100 105 91 106
Brooke Bond 14% 88 139 93 74 92
Red Label 13% 70 156 102 73 83
Alokozay 7% 62 135 113 87 99
Top Brands (Tea Bags)
Lipton 71% 93 107 110 108 84
Red Label 24% 88 127 111 89 78
Alokozay 13% 57 114 122 113 103
Rabie 13% 69 125 135 122 55
Ahmed 6% 82 100 84 152 88
Tea brands loyalty
Women: Heavy Tea
consumers
Red
Label
Group 1: Contented 37
Group 2: Health conscious 42
Group 3: Ambitious Fashionables 40
Group 4: Carefree 48
Group 5: Shy introverts 52
Women: Heavy Tea
consumers
Ahmed
Group 1: Contented 79
Group 2: Health conscious 76
Group 3: Ambitious Fashionables 63
Group 4: Carefree 70
Group 5: Shy introverts 69
Women: Heavy Tea
consumers
Alokoza
y
Group 1: Contented 59
Group 2: Health conscious 50
Group 3: Ambitious Fashionables 56
Group 4: Carefree 56
Group 5: Shy introverts 55
Women: Heavy Tea
consumers
Lipton
Group 1: Contented 90
Group 2: Health conscious 89
Group 3: Ambitious Fashionables 91
Group 4: Carefree 88
Group 5: Shy introverts 88
‘Contented’ group display high loyalty for Lipton followed by Ahmed but the highest loyalty for Lipton is exhibited by ‘Ambitious fashionables.’
On the whole, among the other tea brands (besides Lipton) Ahmed has loyal following of consumers
Company Contact Details
Creek Bridge General Trading L.L.CHasher Al Maktoum Building - 102 Al Ras / Deira - PO Box 26991 - DubaiUnited Arab Emirates
Tel: + 971 4 2981605 Fax: + 971 4 2981602Email: [email protected]
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The information contained in this document belongs to Creek Bridge General Trading LLC and to the recipient of the document. Unauthorized copying, disclosure or distribution of the material in this document is strictly forbidden and may be unlawful – Majid Haider