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May 1, 2023 1
Mohani Tea Leaves Pvt Ltd.
MayankRoll no-39
Section-M3Mohan1i tea leaves Pvt ltd.
May 1, 2023 Mohani tea leaves Pvt ltd. 2
Tea Industry -India• The tea production in India is 979,000 tons• It accounts for 30% of the global production of tea• The total turnover of this industry is roughly Rs.10,
000 cr.• pre-eminence of the industry as a significant earner
of foreign exchange and a significant contributor to India’s GNP
May 1, 2023 Mohani tea leaves Pvt ltd. 3
Major Tea Producer Countries
30.4%
24.4%14.4%
3.9%
4.2%
5.3%7.9%
9.5%Country wise contribution
ChinaIndiaOthersIndonasiaVietnamTurkeySrilankaKenya
May 1, 2023 Mohani tea leaves Pvt ltd. 4
Cont.• The three prominent tea-growing regions in India are
Darjeeling, Assam and Nilgiri. While Darjeeling and Assam are located in the Northeast regions
• Two ways of producing tea in India namely the CTC(crush, tear and curl) production and Orthodox production
• The orthodox production method consists of five stages, namely withering, rolling, fermentation, drying and finally storing
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Major Tea Bag Brands• Major player-Tetley, Taj mahal,
Tata, Twining's, Nestea, Duncan, Lipton, Red lebel
• Regional players - Girnar, Waghbakri, Jivraj jay, Nova, Ankur
• North & west India consumption is 70% of tea bag produce
May 1, 2023 Mohani tea leaves Pvt ltd. 6
Mohani Tea Leaves Private LimitedType Private Limited CompanyIndustry Non-alcoholic beveragesFounded 1993 (Uttar Pradesh)Founder R.C. AgarwalHeadquarters Noida, Uttar Pradesh, IndiaTurnover Rs 500 croreProducts Tea and tea bagsSlogan Mohani Piyo Khul Ke JiyoWebsite www.mohanitea.com
May 1, 2023 Mohani tea leaves Pvt ltd. 7
Major brands market share 2014
20.7%
20.8%
6.7%6.7%
44.7%
Sales
Tata teaBrook bondLiptonWagh bakriothers
Source:Euromoniter.com
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Introduction• Mohani is the first regional tea company in North India have received ISO 22000,
HACCP(Hazard analysis and critical control points) and BRC(British Retail Consortium) certifications.
• Mohani have a wide portfolio of SKU’s
• Mohani have a capacity to produce 100 MT per day
• Mohani is the leader in Private Label supply in India Mohani tea was awarded the “Supplier of the year” award by Wal-Mart in 2012 for the outstanding customer service provided in 2011 and “Most Promising Brand-2013″ by ASSOCHAM in 2013 and SME Excellence Award 2014 for Cost Competitiveness by ASSOCHAM (Associated Chambers of Commerce of India)
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Specialties• Tea Manufacturer & Exporter• Tea Supplier in India• Black Tea Supplier• Green Tea Supplier in India• Tea Exporter in India• Tea Brand in India• Top Tea Company in India• Tea Bag Manufacturer• Tea Marketing Company• Herbal Tea Supplier
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Wide range of products
May 1, 2023 Mohani tea leaves Pvt ltd. 11
Private label
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Private label customers• Wal-mart• Vestige• Bharti retail• Spencer• Café coffee day• Apollo pharmacy• Himalaya etc.
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Key differentiator• Producing quality tea blends• Purchases during harvesting season• Stores it in fully automated warehouse in Kanpur• Keeping product fresh throughout the year• Quality of its product through out the year• Picking best quality tea during harvesting season
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Corporate Social Responsibility• FREE DISTRIBUTION OF
MOHANITEA• CSR ACTIVITY AT HEAVEN
HOME ORPHANAGE, KANPUR
• CHRISTMAS CARNIVAL AT SHANKARA SCHOOL, NOIDA
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Awards and recognition
May 1, 2023 Mohani tea leaves Pvt ltd. 16
Cont.
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Online presenceSEO optimized websiteFacebook pageE commerce
May 1, 2023 Mohani tea leaves Pvt ltd. 18
Sales promotion• ATL- TV commercial, OOH, Newspaper
Advertisements
• BTL-Market surveys(Competitors analysis), Sample distributions
May 1, 2023 Mohani tea leaves Pvt ltd. 19
Project brief• Project 1- Questionnaire based survey on
retailers
• Project 2- Questionnaire based survey on
consumers and free sample distribution
May 1, 2023 Mohani tea leaves Pvt ltd. 20
Project 1 retailers survey• Project was to do a
survey on retailers and to know whether they are aware of Mohani tea and if they are Mohani customers what their expectations are.
serial number Retailer/Shop name Contact number Address locality
Mohani retailer yesno
Highest selling sku
Offers Running/desired Remarks
Questionnaire followed during retailers survey
May 1, 2023 Mohani tea leaves Pvt ltd. 21
Retailers survey-cont.• Sample size-411
Areas visited Areas visitedAaya nagar Matiala extensionChatttarpur MehrauliDakshinpuri NajafgarhDevli Neb sarai roadGhitorni PalamLado sarai Palam village,Dada dev road etc.Madangir SaidulajabMahavir enclave,Vijay enclave Sangam ViharMalviya nagar Uttam nagar
May 1, 2023 Mohani tea leaves Pvt ltd. 22
Findings and analysis
010203040
3 1 4 7 6 2 2 3 2 3 2 6 812
29
13
35
20
612
2230
2216 21
4
2821
12
35
20
Mohani retailers found in various areas
Count of yesCount of no
May 1, 2023 Mohani tea leaves Pvt ltd. 23
Findings and analysis: cont
• Till now Mohani has no significant presence in any of the areas of Delhi.
• Many retailers were not aware of the Mohani brand.
• Majority of Mohani sellers were found in the area of Uttam nagar, Devil and lado sarai.
May 1, 2023 Mohani tea leaves Pvt ltd. 24
Offers by competitors0%1%0% 1% 1% 1%0%
87%
5% 0%1% 2% 0%2%
2% less on full bundle50 gm free with 250 gmCopon on 96 kgsCoupons some timesEarlier offer was thereearlier there was offerGlasss freeno offerNot presentlyper 2 10 rs packet profit of 1 rs on novaprevious offer of 20 gm pck with 250 gmPrevious offer of 50 gm pack with 250 gmToday gives CouponsToday gives discount(blank)
May 1, 2023 Mohani tea leaves Pvt ltd. 25
Offers by competitors-cont.• During my visit mostly there wasn’t any offer in the markets as per my survey
very few offers was there with Today tea and Tata tea and that offer was also withdrawn.
• Most of the retailers were not ready to reveal that what kind of offers was given to them by competitor brands.
• Follow ups after calling was made from Mohani in order to generate leads and prospective retailers / reseller.
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Project 2- consumer behavior survey• consumer behavior survey that comes under the BTL promotional
activity of Mohani tea according to which we had to do a consumer behavior survey in order to get them aware of the new product of Mohani that was Mohani gold. We also had to distribute samples of Mohani tea in the areas where Mohani tea is available.
• After filling these survey forms customers were motivated to send a message on the number mentioned on the pamphlets message should be in the prescribed format as discussed in pamphlet.
May 1, 2023 Mohani tea leaves Pvt ltd. 27
Pamphlets distributed
May 1, 2023 Mohani tea leaves Pvt ltd. 28
Sample size and areas visited• We did a survey on
sample size of 304 people from various areas of Delhi.
Sangam vihar
Aaya nagar
Yamuna vihar
Tigri
Jawahar colony
Peepal road
Durga vihar
May 1, 2023 Mohani tea leaves Pvt ltd. 29
Brand awareness
48%52%
Consumers aware of mohani tea
NoYes
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Findings and analysis• After the survey we found that ratio of the
population aware of brand name and not aware was 1:1.
• Which means that there is a major population of Delhi that is not even aware of the product.
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Beverage consumed most
Cofee Milk Tea0
50100150200250300350
6 7
291
Beverage consumed
Total
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Most consumed tea brand
Ankur
Brook Bond
Today
Mohani
Tata
Premium
Red Label
Taza0
50100150200250
Most consumed tea brand
Count of Tea brand consume
May 1, 2023 Mohani tea leaves Pvt ltd. 33
Limitation / constraints faced• Insecurity limiting access to the population of
concern.• The lack of time necessary to carry out a survey.• The lower priority for carrying out a survey
because of competing urgent tasks.• Timings:
May 1, 2023 Mohani tea leaves Pvt ltd. 34
Conclusion and recommendation• Although Mohani is an emerging brand in Delhi area but it still needs
recognition. • It requires a strong distribution network to cater various areas of Delhi.• Rather than making big distributor Mohani must make small distributors
and cater as per needs of area.• Each area in Delhi is different in terms of income level and demographics
of people in the particular region so Mohani must sell accordingly.• In terms of branding Mohani has not done any significant advertising in
Delhi areas and as per my recommendations Mohani needs a good quality commercials based on its features (quality and value for money).
May 1, 2023 Mohani tea leaves Pvt ltd. 35
Learning’s and outcomes
• Understanding of tea market players in Delhi.• Understanding Mohani strategy to grow in Delhi markets.• Understanding retailers and consumer behaviors towards Mohani
tea.• We realized how big markets of Delhi is and how diverse
expectations do people have.• Although Mohani has not captured any significant markets of
delhi but it is definitely growing its arms and developing its market and in some areas definitely Mohani was doing good.
May 1, 2023 Mohani tea leaves Pvt ltd. 36