Tea Tata Tea Brooke Bond

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TeaTata TeaBrooke Bond
Team 14 Prerna Agarwal() Partha Bopaiah
(009)Udaya Lakshmi (002)
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Rural consumers and Tea
Top Reasons for Tea habits
Conditions for Tea drinking
Tea consumption
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Brands Recalled

• Parivar Tea
• (more than 50)
• Tea Pot
• Brooke Bond Red Label
• Mayur Chai
• Surbhi Chai
• Tata Tea Agni chai
• Taj Mahal
• Assam Tea
• Captain Tea

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Consumer Types

• Youth (both)
• Unemployed/ educated
• Aged 12 above
• Secondary market
• Open to variants like Ice Tea
• More ad aware (Jaago Re)
• Cola drinks preferred over tea

• Men
• Day workers
• Aged 25 above
• Deciders in the purchase process
• Decide which brand and where it is purchased
• Prefer strong tea
• Also drink tea when working or outside their
  homes

• Women
• Housewives
• Aged 20 above
• Influencers in the purchase process
• Decide how much, how often and who drinks the tea
• Younger open to new brands and lighter teas
• Older prefer loose tea sold OTC, with very sweet
  taste

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Consumer insights

• All family members including kids of 3 years and
  above (more milk) drink tea
• Tea is accompanied with toast or khari biscuit
  for kids, adults like it by itself
• Homes with cows consume more tea with higher
  quantity of milk in it
• People prefer loose tea as they feel no brand
  offers a strong enough taste
• Price conscious customers
• Captain Tea is preferred over Parivar simply due
  to price
• Prefer small grained tea as they believe it is
  stronger tasting
• Appearance of being expensive
• Products advertised on outdoor hoardings are
  perceived as costly
• Tata Tea is perceived and is considered costly
  based on the ads
• Brooke Bond Red Label perceived weak tasting

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Observations Trade Insights

• Open tea eats away lots of market share of brands
  because of its low cost
• (Rs.7 for 50 Gms.)
• Each shopkeeper deals with certain brands based
  on the local dealer (Satara)
• 98 ask for brands others are price conscious
• Branded tea is bought by office-goers/white
  collared people travelers
• Milk powder sells in the market to day laborers
• Most preferred brand and sold is Parivar
  (Maharashtra)
• Many people prefer Parivar tea because of its
  cost, Rs.10 for 40 Gms in comparison to Rs.11 of
  Red Label for 50 Gms.
• Even chaiwallas, do not buy brands as they think
  packaging cheats them of quantity

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Relationship building opportunities Positioning

• Strong tea with the freshness promise fresh
  thoughts lead to hardworking people who evolve
  and progress.
• Tata Tea Taazgi as a USP, Red Label make tea
  stronger
• Reddish tea with strong color in the grain itself
• Flavored tea Elaichi, ginger and Lamsa
• Pricing at Rs. 10, promotional pricing
• Packaging 40 gms sachets competing with Parivar
• Distribution Dealers at shops and huts/bazaars

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Relationship building opportunities Promotional
Strategies

• Wall paintings of the brand name
• Direct communication by demonstration at the
  village bazaar
• Door to door personal selling by offering
  discounts and trial packs
• Sampling done through careful selection of houses
  with no brands
• Parivar
• Sapat Intl recruited young men (12th grade,
  communication skills)
• CAs (communication agents) and acted as brand
  ambassadors
• Sampling Parivar-branded nameplates on which the
  CAs wrote the household's name. Families who
  agreed to fix this nameplate on their doors were
  given a free sample pack of tea.

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Relationship building opportunities Suggestions
and Creatives

• The brand advertised needs to look inexpensive
  yet of quality
• Price consciousness implies, promotional pricing
  will help
• Brand loyalty is low, so special initiatives on
  brand awareness required
• Creative Strategy
• There are radio ads, print ads and basic street
  plays used
• The creative uses a sleepy character who is the
  classic lazy village nobody, hanging around like
  a loafer on the streets (symbolize with typical
  dialogues and scenarios) . He drinks the tea and
  becomes a sharp dressing white collared executive
  (depending on area into a clerk/teacher etc).
  This creates the aspiration of people to adopt a
  better lifestyle in a subtle manner by creating
  the message that tea drinkers are evolved people.

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Relationship building opportunities Building
relationship with futuristic perspective

• Create a brand with strong loyalty to introduce
  variants like ice tea for youngsters
• Increase consumption of branded tea by creating
  an aspiration towards progress and social status
• Relationship building by constant direct
  communication involving customers feedback and
  promotions
• Direct agents created in each village to
  communicate brand message of progress