Brooke Bond Red Label is a 107-year-old tea brand owned by Hindustan Unilever Limited. It is the second largest tea brand in India with a 19% market share. Red Label offers various tea products including leaf tea, dust tea, and tea powder. It has different product lines like Red Label, Red Label Special Tea, and Red Label Natural Care Tea Box. The tea is manufactured in Assam, Cooch Behar, Darjeeling, and Meghalaya using traditional processes. Red Label provides affordable prices and packaging to protect the product and build its brand identity.

1. RED LABEL
TEA
Presented by -
Abhay Rawat
Akash Sharma
Vimal Savaliya
Pawan Agarwal
Soumyadeep Bose

2. Brooke Bond
 Brooke Bond is a brand-name of tea owned by Hindustan Unilever
Limited.
 Brooke Bond & Company was founded by Arthur Brooke who was born
at 6 George Street, Lancashire, England in 1845.
 He opened his first tea shop in 1869 at 23 Market Street, Manchester,
Lancashire.
 The Brooke Bond brand is used in various countries, especially in India.
 In Pakistan, Brooke Bond Supreme is the number-one-selling tea brand.
Unilever markets it as a being stronger than its Lipton Yellow Label
blend.
 The Brooke Bond factory is at Trafford Park near Manchester.

3. Tata
20%
Red Label
19%
Lipton
6%
Wagh Bakri
7%
Others
48%
MARKET SHARE
Brooke Bond is the mother brand for Taj
Mahal, Red Label, Taaza and Three Roses
tea and Bru coffee. Brooke Bond has a
collective market share of about 19%, just
behind the market leader, Tata Tea.
Brands like Taaza, 3 Roses ,Taj Mahal and
Bru give the company nearly 12% of its
Rs25,810-crore revenue.
While Bru, its brand of instant coffee, is
estimated by the market to be around
Rs400-500crore.
Most of its tea brands, comprising the rest
85% have grown in double digits in a
segment crowded with national and
regional players.

4. Brooke Bond Products
Brooke Bond Red Label
Brooke Bond 3 Roses
Brooke Bond Taj Mahal
Brooke Bond Taaza
Brooke Bond Bru Instant Coffee

5. Brooke Bond Red Label
 Red Label is a 107 year old brand and has tremendous equity and heritage
in the Indian market.
 It is the second largest tea brand in the country.
 The oldest and largest brand in the Brooke Bond portfolio in India.
 It has both leaf and dust variants.
 Red Label holds the Guinness Record for the world’s largest tea party.
 Brooke Bond Red Label, the Indian blend, is made in tea manufacturing
units of Assam, Coochbehar , Darjeeling and some parts of Meghalaya.
 The manufacturing process of tea includes the stages of withering (leaving
tea leaves to dry), rolling/cutting (through which complex series of
chemical changes known as oxidation are initiated, drying and then grading
into sizes.

6. Products Levels
Potential
Augmented
Expected
Basic
Core
• Special tea processed
from the tea leaves
procured from Assam
and Darjeeling.
• Health concentrated
segment.
• Rich source of
flavonoids.
• It has a mix of 5
ayurdevic ingredients –
Tulsi , Ashwagandha ,
Mulethi ,Ginger,
Cardamom.
• Provides
Refreshment and
relieves headache
• Tea Leaves
• Packaging
• Segregation of short tea
leaves from long tea
leaves.
• Affordable Price
• Good Smell
• Good Taste
• Good Color
• Organic tea leaves.
• Moisture resistant.
• Tea in various fruit
variants.
• Cheaper pack for rural
areas.

7. Product Mix
Red Label
Tea Powder
Red Label SpecialRed Label Tea
Red Label Dust Red Label Natural
Care Tea Box
Tea
• Product Length : 2
• Product Depth –
` Tea : 2*4+2*1= 10
Tea Powder : 2*2 = 4
Red Label Natural
Care

8. Packaging and Labelling
 Packaging protects a product from external contamination, while
often also constituting a form of advertising to build brand
awareness and identity.
 Red Label provides various packing for its product both in card
board form as well as plastic re-sealable form.
 Primary packaging - Silver colored inside the card box.
 Secondary packaging - Basically red in color it provides protection
from moisture as well as dust.
 Its gives descriptive information about the brand and its parent
company i.e. Brooke Bond
 Product features such as quantity, type of product i.e. Tea or tea
powder.

9.  Labelling is the display of information about a product on its
container, packaging, or the product itself. For several types
of consumer and industrial products, the type and extent of
information that must be imparted by a label is governed by
the relevant safety and shipping laws.
 Red Label describes various information through labelling.
 Product Grading such as Natural Care, Dust and Red Label.
 Indicating that it has a mix of five Ayurvedic ingredients
namely Tulsi, Ashwagandha, Mulethi, Ginger and Cardamom.
 Rich color, Smell and Taste.
 Best before 12 months from packaging and price.
 Promoting the product through various graphical
information’s such as various herbs and nutritious values.
Packaging and Labelling (Contd.)

10. Price Variants
Tea
Red Label tea Red Label dust Red Label Natural
Care Tea
100 g Rs.30 100 g Rs.50
250 g Rs.105 250 g Rs.75 250 g Rs.120
500g Rs.170 500 g Rs.145 490 g Rs.233
500 g Rs.250
1 kg Rs.410 1 kg Rs.480

11. Tea Powder
Red Label Natural Care Tea
Box
Red Label Special Tea
100 g Rs.49
250 g Rs.120 250 g Rs.125
500 g Rs.237 500 g Rs.250
1 kg Rs.470

12. THANK YOU