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Marketing project

Marketing project
on "TEA"

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Stage 2 Stage 2 Presentation Transcript

  • TEA
  • CUSTOMER PURCHASE PROCESSNEED RECOGNITION INFORMATION SEARCH EVALUATION OF ALTERNATIVES PURCHASE DECISION POST PURCHASE BEHAVIOR
  • NEED RECOGNITIONINTERNAL STIMULI:RefreshmentMorning KickAddiction/ HabitualEXTERNAL STIMULI:OccasionsFor Health Benefits
  • INFORMATION SEARCHPERSONAL SOURCES(Family, Friends, neighbours, etc.): Tea-partiesCOMMERCIAL SOURCES(Salespeople, websites, packaging, etc.): TataGlobal Beverages, HUL and Wagh Bakri havehighly informative and interactive websites
  • INFORMATION SEARCHPUBLIC SOURCES (Mass media, Internet):Strong advertisements on the television front byall brandsEXPERIENTIAL SOURCES (handling, examining,using the product)
  • EVALUATION OF ALTERNATIVESIn the market there are different types of teacatering to various customer needs.There are certain types of tea which are best inaroma whereas some others have a superiortaste.There are variants in the types of leaves used inthe making of tea
  • PURCHASE DECISIONAfter evaluating all the alternatives, one notices thatthere are a variety of brands in the tea industry tochoose fromA customer can purchase a brand that best suits himafter taking the following elements into consideration:PriceQualityType of tea, etc
  • PURCHASE DECISIONThere are a variety of brands available in the market forthe customers to choose from
  • POST PURCHASE BEHAVIOURIn the Tea Industry there is a high rateof customer satisfactionThere is generally a good word ofmouth about the brand that acustomer usesThere is a high level of brand loyalty
  • MARKET RESEARCHRESEARCH METHOD: SurveySAMPLE SIZE: 60SAMPLING UNIT: Household
  • DATA ANALYSIS AND FINDINGS51 out of the 60 respondents are regular teadrinkers 70 60 50 40 30 20 10 0 TEA COFFEE
  • DATA ANALYSIS AND FINDINGS A) TOP OF MIND B) SECOND LEVEL (On Second Recall)BRAND PERCENT BRAND PERCENTBROOKE BOND 80 GIRNAR 12TATA TEA 62 WAGH BAKRI 9SOCIETY 45
  • DATA ANALYSIS AND FINDINGS CUSTOMER EXPECTATIONS:70 These days60 consumers are50 becoming increasingly40 health conscious30 so nutritional20 value is another10 expectation0 AROMA TASTE COLOUR
  • EMERGING TRENDSThese days consumers are becoming increasingly healthconscious so they are now moving towards healthieroptions like ‘herbal tea’Teenagers prefer ‘ice tea’ over any other kind of teaTea is becoming popular with chefs and bartenders as tea can be used outside the cup as aningredient in dishes and drinks
  • SEGMENTATION TARGETINGPOSITIONING
  • SEGMENTATIONGEOGRAPHIC• CLIMATE, REGION, CITY, ETCDEMOGRAPHIC• AGE, INCOME, ETCPSYCHOGRAPHIC• SOCIAL CLASS, LIFESTYLE, ETCBEHAVIOURAL• OCCASIONS, BENIFITS, ETC
  • SEGMENTATIONGEOGRAPHIC:The type of tea all over India differs depending upon the region itis cultivated inEx: Southern India: Dust Tea Eastern India: Leaf Tea Jammu & Kashmir: Kawa made up of traditional herbsDEMOGRAPHIC:Tea is generally consumed by the population which includesadults and senior citizensHowever, ice tea is reasonably in demand by the teenagersand young adults
  • SEGMENTATIONPSYCHOGRAPHIC: Tea consumed by people belonging to all classes of the society irrespective of the social class, lifestyle However, high priced tea like herbal tea, green tea is consumed by the people belonging to the upper class and aboveBEHAVIOURAL: Some people might not be regular tea consumers but during certain situations they wouldn’t mind consuming tea. Ex: Tea-party, illness (ginger tea), etc.
  • TARGETINGAccording to the segmentation the variousplayers in the industry have targeted variouspeople through their productsEx: 3 Roses (Brooke Bond) by HUL is sold morein the southern parts of India wherein peopleprefer dust tea. The sales of Wagh Bakri is morein the western parts of India where the aromaand taste is of a greater priority
  • POSITIONING All the brands in the tea industry have a very strong position which is firmly established in the mind of the consumersTATA TEA BROOK BOND TAAZAStrategy – Strategy-Associating tea’s inherent quality Associating tea as anto awake a person from his energizing drink whichslumber with social awakening gives women to go out and work
  • Presented byTANISHA BHANDARY (02) ASAWARI CHIKALE (05) LINNET DEVDAS (06)DIVYA UNNIKRISHNAN (07) DIVYA VIVEK (08) RISHAD D’SOUZA (09) MANSI GANGAR (10)
  • TOPIC: TEA (Stage 2)SUBJECT: MARKETING ANDMANAGEMENTUNDER THE GUIDANCE OF:Prof. ROHIT BALAN