Presentation on Tea (Dust) Segment.

1. KETAN .K. SONI

2.  Other Brands : Rajani(205), Mukesh
Golden(260), No.1, Navratna(180), Sunil Tea
 Few Tea outlets been served by Viral
 Feedback from No.9 Users :
 More Cupping's, Quality, Taste, etc
 Steep Price hikes.
2Ketan Soni

3.  Other Brands : No.1(260)
 People using No.9 get it from our COCO outlet
 Huge Market(>1 Ton/ Mth) with minimum Avg.
45 Kgs/Canteen but Lacks in Service
 Feedback from No.9 Users :
 Steep Price hikes but Quality has dropped.
3Ketan Soni

4.  Other Brands : Mukesh Golden(270),
Bhramand(90), Patel, Jain, Sangam(170),
Rajani(200), Ahmd brand(160-200), No.1(260) & a
huge loose Tea(130)
 Huge Market of Loose Tea
 Lacks in Service
 Feedback from No.9 Users :
 Steep Price hikes but Quality has dropped.
4Ketan Soni

5.  Other Brands : WB(180)
 People get the Tea mainly from our COCO outlet
but, also from their Kirana shops as they give it
on Credit & also at a lesser rate
 Feedback from No.9 Users :
 Steep Price hikes but Quality has dropped.
5Ketan Soni

6.  Other Brands : WB(150)
 People get the Tea either from Delhi gate or
from other outlets but Lacks in Service
 Feedback from No.9 Users :
 Steep Price hikes but Quality has dropped.
6Ketan Soni

7.  ‘GOLD sells as hot cake’
 Other Brands : Mukesh Golden(260), Gujarat
Gold(210), Assam Gold(180), Dheeraj(180), Patel
 People mainly buy Tea on Cash but Mukesh
Golden serves few of them through Fariwalas
 Feedback from Mukesh Golden Users :
 More Cups, Higher Quality, More kadak/color, Never
gets black while re-boiling.
7Ketan Soni

8.  It is a GOLD Market : Highly Preferred &
Demanded
 Other Brands : Mukesh Golden(240/260),
Gujarat Gold(200), Aditya Gold
 People mainly buy Tea on Cash but Mukesh
Golden serves few of them through Fariwalas
 Feedback from Gold Users :
 Credit, Service, Relation, etc.
8Ketan Soni

9.  Other Brands : Mukesh Golden(240), Nutan Golden
Dust, WB
 Mukesh Golden serves few of them through
Fariwalas
 No.9 has good presence but people buy it from
our Outlet, Kirana store, etc
 Brand dilution – No.9 mixed with a low price loose
color tea which we lack in
 Feedback from No.9 Users :
 Higher price, lower cups, Tastes good, etc.
9Ketan Soni

10.  Other brands like WB, MG, etc gives service to
vendors whereas we do lack in service
 Users of No.9 have claimed about the benefits
they derive from using the brand but Non-users
are Unaware about the same
 Due to steep price hike vendors expressed non-
viability to survive in the future with the
continuing price hikes, raising the same would
impact their consumer base
 Consumer Demands Taste &/or Color (Area-wise)
 Confusion between Bhagal pack & No.9 pack10Ketan Soni

11.  Backsets @ Tea Stalls :
 Follows ‘Earn Today, Spend Today’ principle having low
investment capacity
 Purchases either from Franchisee (on Cash) or From
Mom n pop stores (on Credit) with pricing benefits
 Single point dealing (Kirana stores), all being on credit
 Lacks Immovability : High risk (No proper place)
 Withstanding Creditability
 HIGH RISK – HIGHER RETURN Segment
 Attract & Retain them by Showing their Benefits
from product usage.
 Regular service Commitment by us (Weekly
Twice) and extending them short period credit
11Ketan Soni

12.  Making these Tea Vendors aware about the benefits
they could derive in using our brand (Ad.)
 Starting and ensuring a Continuity in Service, can
ensure growth in this segment (Fariwala’s)
 Extending Credit and Ensuring need-based product
(adding Gold product to our kitty)
 Placing Vending machine in the Textile market, etc.
 Uniformity in the Packs : Bhagal & No.9
 Diversify & build a portfolio.
12Ketan Soni