marketing strategy of tea.doc

7/29/2019 marketing strategy of tea.doc

1/59

PREFACE

Preparing a project of this nature is an arduous task and I wasfortunate enough to get support from a large number o persons. I wish to

express my deep sense of gratitude to all those who generously helped in

successful completion of this report by sharing their invaluable time and

knowledge.

It is my proud and previledge to express my deep regards to

Respected HOD Dr.Pramesh Gautam, Head of Department of

Management StudiesSVNU, SAGAR for allowing me to undertake this

project.

I feel extremely exhilarated to have completed this project under the

able and inspiring guidance of Miss Sweta Rajput she rendered me all

possible help me guidance while reviewing the manuscript in finalising

the report.

I also extend my deep regards to my teachers , family members ,

friends and all those whose encouragement has infused courage in me to

complete to work successfully.

SHALINI GARG

MBA IST SEM.


2/59

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deep

sense of gratitude to all those who generously helped in successful completion of this

report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected , Head

of Department Dr.Pramesh Gautam, Department of Management Studies ,

SVNU, SAGARfor allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able and

inspiring guidance of He rendered me all possible help me guidance while reviewing

the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends and

all those whose encouragement has infused courage in me to complete to work

successfully.

SHALINI GARG

MBA IST SEM.

DELCLARATION BY THE CANDIDATE

2


3/59

Date :

I declare that the project report titled " MARKETING STRATEGIES OF TOP FIVE

BRANDS OF TEA" on Market Segmentation is nay own work conducted under the supervision of

Miss Sweta RajputDepartment of Management Studies ,SVNU, SAGARTo the best

of my knowledge the report does not contain any work , which has been submitted for the award of

any degree , anywhere.

SHALINI

MBA IST SEM.

CERTIFICATE

3


4/59

The project report titled titled " MARKETING STRATEGIES OF

TOP FIVE BRANDS OF TEA" been prepared bySHALINI MBA IST Semester,

under the guidance and supervision of Miss Sweta Rajputfor the partial

fulfillment of the Degree of MBA

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS

PREFACE

ACKNOWLEDGEMENT

CERTIFICATE

DECLARATION

CHAPTER I INTRODUCTION

ABOUT PROJECT

AN INSIGHTOF COMPANY HISTORY

MISSION AND VISION

4


5/59

STANDING POSITION OF COMPANY

BRAND VALUE

CHAPTER II OBJECTIVE OF THE STUDY

CHAPTER III RESEARCH METHODOLOGY

CHAPTER IV MARKET ANALYSIS OVERVIEW

BRANDS

CHAPTER V CONSUMER GROUPS

CONSUMER BEHAVIOUR

CHAPTER VI PRODUCT PROFILE

PLAN FOR PRODUCT MIX

PRODUCT RANGE

CHAPTER VII MARKETING STRATEGY

PRICING

POSITION AND DISTRIBUTION

PROMOTION

CHAPTER VIII ABOUT COMPETITORS

COMPETITOR FOR PRODUCT

PRICE OF COMPETITOR PRODUCT

CHAPTER IX DATA ANALYSISAND INTERPRETATIONCHAPTER X LIMITATION

CHAPTER XI CONCLUSION & SUGGESTION

BIBLIOGRAPHY

QUESTIONNAIRE

ABOUT TEA

Tea is a part and parcel of Indian social, economic and cultural life. Indians cannot

think of a day without their favorite cuppa tea. Tea is the most popular non-

intoxicating beverage in the world enjoyed by the rich and poor alike.

Tea is both an official and unofficial drink. A drink popular with theintellectuals and the happy-go-lucky crowd. The Annual Book Fair of Kolkata,

5


6/59

India, is dotted with tea stalls. Indian literature and especially Bengali literature is

replete with incidents of steamy discussions over tea. In India, we have less of formal

tea parties, in British style. "Adda" or an informal get-to-gather is what we usually

associate with tea. Roadside tea is immensely popular among the masses. It is quick,

convenient and has a unique taste.

The Indian Tea industry was founded in the first half of the 19th century with

the discovery of wild tea plants in Assam. Gradually, tea was cultivated, local tea

markets came up and tea companies were formed. Tea is finally packed into wooden

chests or jute bags for delivery to warehouses before being auctioned. Tea from the

gardens is also packed into consumer packs and sent to distributors. Being one of the

world's largest producers of tea, India requires a large network of tea producers,

retailers, distributors, auctioneers, exporters and packers. The tea industry of India

acts as one of the largest workforces in the country.

Tea is one of the most refreshing and popular beverages of the world. India is

one the largest Tea producer in the world. Indian tea is the finest quality in the

world. Tea is being cultivated in the high ranges of Northern and Southern India.

HISTORY OF TEA

Tea is often thought of as being a quintessentially British drink, and we have been

drinking it for over 350 years. But in fact the history of tea goes much further back.

In the world, tea is second only to water in being the beverage of choice. It has many

uses, such as to bring on sleep, restore good health, calm in times of stress, and

6


7/59


8/59


9/59


10/59


11/59


12/59


13/59


14/59


15/59


16/59


17/59


18/59


19/59

A pilot plant has been set up at TRA Jorhat under the project on

application of electronic devices in tea manufacturing and automation

which has been coordinated by the Ministry of Information Technology.

With the establishment of pesticide residue testing laboratories in the North

East and South India, scientific data on residue in tea have been generated

for developing a national protocol which is now being considered by the

Prevention of Food Adulteration Authorities (PFA) and also Inter

Governmental Group on tea of FAO (Food and Agriculture Organization)

towards harmonization of MRL. The standards as stipulated in the

European Commission and other countries are also being circulated to the

tea industry from time to time.

The National standard on quality of tea were revised and harmonized with

the International standards. Similarly the quality parameters of the

International standard ISO 3720 were also revised. The drafts for revised

specifications for green tea have been finalized for publication.

OBJECTIVE OF THE STUDY

19


20/59

To identify the constraints faced by the existing small tea

growers in Assam so asto create opportunities for the new small

tea growers.2 .

T o f o r mu l a t e a v ia b l e s m a l l t e a g r o wi n g m o d e l f o r

t he ne w s ma l l t e a g r o w e r s i n the state that can be supported

by Financial Institutions.3.

To study the feasibili ty of setting up of a Bought Leaf

Factory (BLF)

RESEARCH METHODOLOGY

20


21/59


22/59


23/59


24/59

for existing products and so on. The information sources that persuade people to try a

product include: advertising, samples and trials, display in shops and salesmens

suggestions.

Each of these sources provides some information to the consumer about the products.

When the consumer sees an advertisement for a product, he is informed about the

existence about the product. Later on he may develop a positive attitude towards the

product or negative attitude or he may remain neutral. In any case a piece of

information about the product is made available to him and it has some influence on

his buying behavior.

The availability of the product in the shop by itself acts as an information source to

the consumer. The consumer may evince an interest in the product, he may inquire

about it. The product advertises itself.

2. Socio- cultural Environment/ Group Influence Affecting Consumer Behavior:-

The consumer living in a society, influenced by it and in turn influencing its course

of development. He is a member of several organizations and groups- formal and

informal. He belongs to a family, he works for a certain firm, he may be a member of

a professional forum, he may belong to a particular political group, or a cultural

body.

Group influences are of two types, since there are two types of groups exercising

influence on consumer:

(I) Influence of the intimate group, and

(II) Influence of the broad social class.

Explanation:-

(I) Influence of the intimate group:-

24


25/59

Examples of intimate group are family, friends, close colleagues, and small, closely

knit organizations. These groups exercise a strong influence on the lifestyles and

buying patterns of the members.

In any intimate group, there is likely to be an informal group leader. The group

respects him and look upto him. Though he may not directly influence every member

on his day to day purchases, his judgment on men and matters, facts and fashions are

so respected by the group that his views and lifestyle influence their buying

decisions. He is normally innovator in the group, who first tries new products and

new ideas, and then he became the propagator of those products and ideas.

(II) Influence of the broad social class:-

The social Class is a larger group than the intimate group. The constitution of social

class is decided by the income, occupation, place of residence, etc., of the individual

members. The members of a social group enjoy more or less the same community

status and prestige. Each class develops its own standards of lifestyle and behavior

patterns. And the members of the class normally select a product or a brand which

cater to their group norms.

3. Religion and language:-

Every culture, religion and language group dictates its own unique patterns of social

conduct. Within each religion, there may be a several sects and sub-sects; there may

be orthodox groups and cosmopolitan groups. In dress and food habits, education or

marriage- in almost all matters of individual life, religion and culture- exercise an

influence on the individual directly or indirectly. The dos and donts listed out by

religion and culture, control significantly the individuals lifestyle and buying

behavior.

4. Concern about states:-

25


26/59


27/59


28/59


29/59


30/59


31/59

specialty chemicals. The company has a dominating market share in most categories

that it operates in such as toilet soaps, detergents, skincare, hair care, color cosmetics,

etc. It is also the leading player in foo d products such as packaged tea, coffee, ice

cream and other culinary products.

HLL enters in Japan with tea bags. Its fast moving consumer goods major, has

added Japan as its new market for tea exports and some orders have already been

dispatched. HLL has also added to its customer base the US, Australia, China, Hong

Kong, the Philippines, Singapore, Vietnam and Thailand markets. HLL established a

dedicated global sourcing base comprising factories at Pune, Kochi, Etah and

Kolkata.The brands exported are Lipton, Lipton Yellow Label, Lipton Brisk, BrookeBond, Brooke Bond Red Label, and Taj Mahal. All of them are in the tea bag format,

apart from the West Asia business where the format is packet tea. In addition, HLLalso exports instant Tea and Lipton 3-in-1 pre-mix (tea, milk and sugar) to some of

these countries.

Brook Bond Tea:-

Brooke Bond cheers senses. Brooke Bond's

heritage dates back to 1869. With its 130-year

experience in understanding tea and Indian

consumers, Brooke Bond has been synonymous

with tea in India.

At Rs.1000 crores, Brooke Bond will emerge asthe largest brand of Unilever in India, It will

31


32/59

touch the homes and hearth of over 500 million consumers -- one of every two

Indians -- with the largest footprint in the country.

Brooke Bond's logo shows green tea gardens transforming to the red liquor of tea,

and a multi-colored sun that stands for specific moments of tea consumption.

Brooke Bond Red Label Tea was launched in the year 1903, which makes it one of

the oldest brands of tea in the country. It also has the distinction of being the largest

brand of tea in India and has a truly national presence. For years, Red Label has

stood for good quality tea and it can be easily called as one of India's favorite tea

brands.

The brand was re-launched in the year 2000 with a new product formulation, wherein

long Assam orthodox tea leaves were added to the base CTC (crush tear and curl) tea

to deliver enhanced taste.

The brand is backed by the Brooke Bond Tea Excellence Centre. Selecting the best

teas from the best gardens, Brooke Bonds specialists work hard to scientifically

process green leaf to cheer consumers. In the unique Tea Excellence Centre of

Brooke Bond, tea is expertly graded, blended and tasted to get the perfect blend.

Goodricke Group Ltd:-

Goodricke Group Ltd

(GGL) is a part of the

UK-based Lawrie Group.

GGL has a joint venture tea company in Nepal named Himalaya Goodricke and a

subsidiary, Tiru Tea. The Goodricke Group is the leading producer of Darjeeling Teaand the third largest tea producer in the country. The company manages 36 tea

32


33/59

gardens spread all over India. Incorporating the highest technological standards in its

production of tea, the compa ny is a symbol of excellence giving a perfect blend of

quality and care in every cup of tea. Today, with worldwide acclaim, Goodricke

group manufactures and markets a wide range of tea. Primarily a seller in the auction

market, Goodricke now has an equal proportion of sales in the bulk and packet tea

segments, besides a significant presence in the export market.

Tea major Goodricke Group Ltd, which is part of the UK-based Camellia Plc, has

begun re-launching all its packet tea brands. It also plans a new, exclusive brand for

south India. To start with, the company recently re-launched Goodricke Perfect

packet teas across India. This is a blend of 40 per cent Darjeeling and 60 per cent

Assam CTC (crush tear and curl) teas. Goodricke 3-in-1 would follow next and, later,

the Zabardast brand. While Goodricke 3-in-1 is the main brand, Zabardast targets the

mass segment. The company also had a soft launch for Goodricke Premium late last

year in Gujarat. This brand would soon be launched all over India. Goodricke, which

is mostly a bulk tea player, has been in the packet tea business for over 17 years now.

However, most of its packet tea sales are in the country's northern half. It enjoysgood market share in Madhya Pradesh, Punjab, Haryana, West Bengal, Rajasthan,

Jharkhand and Uttar Pradesh. Goodricke's presence in south India, which is

predominantly a branded packet tea sector, is almost negligible.

Goodricke owns 10 gardens in Assam, 12 in Dooars and eight in Darjeeling. Its

annual production is 30 million kg. The company's instant tea plant, located in North

Bengal, caters to clients like Coca-Cola Ltd and Hindustan Lever Ltd. According to

Grover, Goodricke's packet tea business was growing 25-30 per cent per annum. In

2004, it sold six million kg and expects to touch eight million kg in 2005. In the tea

bag segment, the company sells Assam CTC (crush tear and curl) under the

Goodricke Fine Estate brand, mostly to institutions such as the Indian Railways.

Sapat Group:-

33


34/59

The Sapat Group of companies founded in 1897, consists of diversified businesses

in tea, pharmaceuticals, real estate to Information Technology. The group has a

strong presence in India, as well as in North America. The various Indian

manufacturing units are located in and around Nashik, with its marketing office and

IT facilities located at Mumbai. With innovation strategies over the last decade the

company has grown five times touching a turnover of almost Rs100cr., making it the

largest packet tea company in the Rs500cr tea market of Maharashtra. Currently,

Sapat has over 250 distributors in Maharashtra and plans to expand to other tea

drinking states.

The tea division which is the largest of the FMCG operations was based at Nasik and

a very strong regional brand with a very good franchisee. They started with the

expansion on tea and that is being an area that they already had capabilities in. Sapat

Tea is one of the top 10 companies in India today. Their Tea turnover is little more

than Rs100cr. Last year, according to some reports they were the fastest growing

packet tea company in India. They have presence in Maharashtra, large parts of MP,

Chattisgarh and now we are setting up distribution in top cities. They dont have theirown plantations. They buy the teas from Assam.

Parivar is the largest brand. Within Maharashtra in the leaf category the market share

should be somewhere between 20-25%. And in the Dust tea category they have Sapat

Chaha / Sapat Chai a popular dust. Dust tea is a very regional play, because themarket and test varies from district to district. So in the districts in which it is very

popular; its almost 80% market share kind of a product. Maharashtra is the largest

Dust Tea market in the country. They will have other brands as well but starting off

with the focus on Parivar because there is still lot of potential in that brand. They do

have Sapat Chai under Sapat brand but it is limited to the dust category. They plan to

use Sapat more as an umbrella brand going forward. Parivar will be about 60% of thetotal turnover of Rs100cr.

34


35/59

Export is a very small but a growing part of their turnover. A few years ago they

were able to start off with Masala Chai and they have been able to rope in the second

largest distributor in the US to carry out product. Tea Prices at the commodity level

will be stable and are expected to by and large remain low. They have some flavored

teas, mostly in the export markets. They are looking at that for the Indian market as

well now. There is demand for it especially at the higher end.

MARKETING STRATEGY

he way marketers think their customers are feeling about the product is not always

the sameas customers really think about the product. The best way to override this

problem and get aclear picture what customers are actually thinking about the

product is to get feedback fromthem. Sometime its get difficult because most of the

cases customers tend to think negativepoints first when they are asked to comment

on a product. But the efficient marketers alwayswelcome the negative feedback, because

they consider this as a scope to improve the product.Customer feedback is one of the most crucial

35


36/59


37/59


38/59


39/59


40/59

0

20

40

60

80

100

120

Line 1 98 94 46 69 84 97 50 42 67 49 80 59

Society

Tea

Tata

Tea

Tetly

Tea

Tata

Gold

Tea

Taj Tea

B B Red

Lable

Tea

Tata

Tea

Premiu

Agni

Path

Sapat

Parivar

Chai

Wagh

Bakri

Chai

Girnar

Tea

B B Red

Lable

Natural

As per the above graph, it is seen that most of the people heard the brands like

society tea, Brook bond Red Lable Tea, Tata tea, Taj Tea, Girnar Tea, Tata Gold

Tea, Sapat Parivar Chai. But in actual sense they use something else. Some

companies like Tata, HLL (Unilever) brand Brook Bond Red Lable are concentrating

on their major product and ignoring the other product in the same field i.e. tea. There

fore every company should adopt such promotion strategy that they can get the

people who at least know their products of tea.

40


41/59

WHICH BRAND HAS MOST ATTRACTIVE ADVERTISEMENT:-

17%

13%

1%

9%

15%

24%

3%

1%

5%

2% 10%

Society Tea

Tata Tea

Tetly Tea

Tata Gold Tea

Taj Tea

B B Red Lable Tea

tata T ea Premium

Agni Pat h

Sapat Parivar chai

Girnar Tea

B B R Lable Natural Care

As per the above chart, it is seen that most people like Brook Bond Red Lable

i.e.24% after that Society Tea and Taj Tea i.e. 17% and 15% respectively. Other

companies should concentrate on their advertisement because most of the people get

the information about the tea through the television advertisement and they

influenced to buy that tea. Companies also should used some catching and attractive

slogan or punch line because of which people can like their advertisement and think

to buy at least once.

41


42/59

WHICH TEA IS MOST REGULARLY USE:-

32%

11%

1%20%

3%

11%

22%

Society Tea

Tata Tea

Taj Tea

B B Red Lable Tea

Tata Tea Premium

Girnar Tea

Loose Tea

According to survey, it is found that Society Tea is used by more people i.e. 32%.

After that loose tea is more used i.e.22% and then Brook Bond Red Lable

i.e.20%.There fore other companies should published or telecast their teas

advertisement and influenced people to buy tea. While using the advertisement they

should adopt AIDA model i.e. (Attention, Interest, Desire, and Action). Because

most attractive advertisement is not enough to captured the market. For example

Brook Bond Red Lable Tea has good advertisement and people like their

advertisement also but less people prefer to use this tea. So all company should

concentrate on the AIDA model and can earn more market.

HOW PEOPLE BECOME TO KNOW ABOUT THEIR TEA:-

42


43/59

40%

55%

3% 2%

Word of mouth publicity

Television

radio

Print Media

From the above diagram, it is seen that most people come to about their tea through

television i.e. 57% people know from it and then word of mouth publicity i.e.42%

Other media such as radio, print does not have that much popularity. There fore

company can introduced their product through these media. As it required cheap cost.

Company also put their hoardings in the retail store as a print media. Because retailer

can play a role to promote the tea which create a good awareness about the tea and

can increased the publicity of the tea.

43


44/59

BASES ON WHICH PEOPLE BUY TEA:-

82%

1%

16%

1%

Quality

Quantity

Price

other

As per the survey conducted it is found that most of the people buy the tea on the

quality bases irrespective of prices. 82% people want their tea should be

qualitative instead of quantitative. People want quality in the tea it should contain

good taste and flavored. There fore while processing companies should

concentrate on the quality of tea. There are also some people looks into the prices,

quantity but it because of they can not afford to pay high prices. Some people also

think other factors such as attractive, safe and durable packaging.

HOW MUCH TEA PEOPLE BUY IN A MONTH:-

44


45/59


46/59


47/59

PEOPLE WHO THINK QUALITY AS WELL AS QUANTITY GOOD WITH

RESPECT TO PRICE:-

97%

3%

Yes

No

As per the survey conducted, it is seen that most of the people say that whatever

they pay, they get in return in terms of quality and quantity. Around 97% peopleare satisfied and get a positive reply for paying on their own favorite tea. They

said that while buying they did not take price into consideration because tastes,

flavor, good feeling after drinking tea are important. But 3% people say, they

need not received the quality and quantity as per the prices they paid, there fore

these people are mostly use loose tea.

47


48/59

VARIOUS OTHERS SECOND PREFERENCES GIVEN BY THE PEOPLE:-

21%

13%

1%

4%11%14%

6%

1%

3%

25%

1%Society TeaTata Tea

Tetley

Tata Gold Tea

Taj Tea

B B Red Lable Tea

Girnar Tea

B B R L Natural Care

Loose Tea

Stick to one only

Can't Say

It is found while doing survey, when people are given a chance to change their tea

they are not willing to change their preference because they are too used to their

favorite tea that they are not want to switch on to other tea. These are basically

including 25% of people. There are also some people who are ready to change

their own tea and used other tea. In this around 21% people are ready to change

their own tea to Society Tea. After that they give preference to Brook Bond Red

Lable Tea which has 14% of customer.

From Retailer Point of View:-

48


49/59

HOW MANY RETAILER KEEP BRANDED TEA, UNBRANDED TEA OR

BOTH:-

35%

65%

Only Branded Tea

Branded & Unbranded

Tea

Some retailer keeps both kind of tea in their store which is branded and un-brandedtea in their shops. Un-branded tea includes basically loose tea and this is preferred by

most of customers for that retailer has to keep it. In un-branded tea there are number

of tea which is very famous as this tea carrying some special feature and for that

customer like to buy it and again retailer have to keep it. Some retailer likes to keep

branded tea only.

49


50/59

RETAILERS KEEP THE FOLLOWING BRANDS IN THEIR STORE MOST:-

11%

9%

10%

13%

12%1%

3%

1%

8%

8%

8%

9%

7%

Tata Gold Tea

Taj Tea

B B Red lable Tea

Society Tea

Tata Tea

B B R L Natural Care

Wagh Bakri Chai

Tetley Tea

Sapat Parivar ChaiTata Tea Premium

Agni Path

Girnar tea

Loose tea

According to the survey, it is seen that number of retailer keeps society tea in their

retail shops. It is around 80% of retailer keep society tea. After that Tata tea is also

available quickly in the retail shops and this is around 65%. In third position we have

Brook Bond Red Label, loose tea and Girnar tea etc these tea are mostly every

retailer has in major quantity and also as per the customer requirements. A retailer

normally keeps the product in store which has demand in the market by the

customers.

50


51/59

WHAT BASES RETAILER SELECTS THEIR PARTICULAR TEA FOR THEIR

STORE:-

46%

7%

40%

Quality

Quantity

Price

Other ( Customer

demand)

While keeping any tea in the shop a retailer must take one thing into consideration

that is customer demand for the particular tea and quality of that tea. It is the view of

most of retailer that they like to keep those teas which normally demanded by most

of customers as it is the customers who are going to buy that tea and this is beneficial

for both customer as well as retailer. The companies also take one thing into

consideration that quality of product is an important selling factor in any tea instead

of prices of tea.

51


52/59

BASES ON WHICH CUSTOMER BUY TEA:-

55%

25%

5%

Quality

Quality & Price

Quality, Quantity & price

Quality & Other

In survey it is also found that when customer feel to buy a particular tea that time he

first think about the quality and test of that tea and after that customer decides to buy

or not. And then customer concern about quantity, price, and brand image and

company reputation. The company with a good reputation in the market should

concentrate on the quality of tea and hence they can earn various market shares in the

market.

52


53/59

HOW MANY RETAILER SEEN ADVERTISEMENTS ON TELEVISION:-

75%

25%

Yes No

A retailer mostly sees advertisements on the television when they are free from theirown work because most of their time is spend in their shops. 75% retailer who

watches television likes advertisement and 25% retailer said that they are not

watching television

53


54/59

RETAILER LIKE THE MOST ATTRACTIVE ADVERTISEMENT IS:-

59%

27%

7%

7%

Society Tea

Brook Bond Red Lable

Tea

Taj Tea

Sapat Parivar Chai

As per the above graph 75% retailer who watch television like most attractive

advertisement of Society Tea i.e.59% . After that, retailers like Brook Bond Red

Lable advertisement very much i.e. 27%.

54


55/59

TEA WHICH HAS MORE DEMAND:-

4% 4%

57%

31%

4%

Taj TeaBrook Bond Red Lable Tea

Society Tea

Tata Tea

Loose Tea

According to the survey it is seen from the retailer that society tea has more demand

by the customer. Society has a demand of 57%. Customer likes the society tea very

much even after a price of this tea is very high this feedback normally gets from the

retailer. After society retailer have demand for the Tata tea in the customer market

which is around 31%.

55


56/59

WHETHER RETAILER GETS FEEDBACK FROM CUSTOMER OR NOT AND

WHAT KIND OF FEEDBACK THEY GET:-

85%

15%

Yes No

From the above chart it is seen that around 85% retailer get feedback from

customers. These feedbacks is basically about the taste of the tea, quality, and brand

image and also get extra information like some extra benefit received from the tea

relating to health. And very less i.e.15% people are not used to give feedback. But

most of the customers prefer to give feedback to their respective retailers.

56


57/59

CONCLUSION

As per the survey taken, it is found that most of the consumer like the

advertisement of tea but they in actual sense use some other brand. It is also foundthat people are not interested in switching on the other brand. They give more

preference to the brand which is use from beginning. Consumer heard about the

brand but not use the same brand.

In a survey it also found that consumer seen the advertisement and some time they

like the advertisement also but not ready to buy the tea. There fore company

which is into the tea industry, they should concentrate on the advertisement which

turned the consumer mind set and induced them to buy the tea. They should come

up with the small sachet because of which consumer can buy their brand at least

once.

Companies should come with the new ideas which give the information about the

how tea is useful to our health and should concentrate on the quality of the tea.

Companies should published their advertisement through other media also i.e.

print media, radio as it required less cost and nowadays people are turning to this

media also.

57


58/59

BIBLIOGRAPHY

www.google.com

www.indiainfoline.com

www.altavista.com

www.hll.com

www.tatatea.com

Marketing Management by Rama Swami.

58


59/59

QUESTIONNAIRE

Q.1 Do you have knowledge about these product ?

(a) Yes (b) No.

Q.2 Are you satisfied with these product

(a) Yes (b) No.Q.3 From where do you have got knowledge about this product

(a) Print Media (b) Electronic Media (c) Media

Q.4 Which product you like most

(a) vivel (b) Dove (c) Clinic Plus (d) Dabur

Q.5 Do you like the quality of this product

Q.6 What is the reason becuase of which you prefer this product

(a) Quality (b) Price (c) Product

Q. 7 Any Suggestions:

Documents

marketing strategy of tea.doc