Ahead of the Fair Trade.  Since 1995 Dubai -  September 2011 Case Study – Tea Consumption in the United Arab Emirates Cree...
Agenda <ul><ul><li>About Creek Bridge General Trading LLC - Dubai </li></ul></ul><ul><ul><li>Overview of the Beverage cons...
 
Company Overview  <ul><ul><li>Creek Bridge General Trading L.L.C is an independent company listed at </li></ul></ul><ul><u...
Company Values  <ul><ul><li>Creek Bridge L.L.C believes on long-term profitable relationships </li></ul></ul><ul><ul><li>C...
CEO Background  <ul><ul><li>M. Majid Haider - Iranian Citizen - 51 years old - Married - 3 children </li></ul></ul><ul><ul...
Company Growth  1995 2010 2009 2008 2000 2005 Base 100 260 330 390 305 320 260% 50% 22% 345 14% 2011 Economic crisis impac...
 
 
Overview <ul><ul><li>Understanding the beverage market with focus on the tea segment </li></ul></ul><ul><ul><ul><li>Duplic...
Beverage market <ul><ul><li>Beverages are a part of everyone’s life, which is well demonstrated by the high % seen in the ...
Duplication <ul><ul><li>That explains the extent of overlap within the beverages market </li></ul></ul><ul><ul><li>Solus c...
Kind of Tea  <ul><ul><li>The market is dominated with packet tea 77% penetration </li></ul></ul><ul><ul><li>While the tea ...
Frequency of tea consumption <ul><ul><li>Heavy Users: Consume tea two or more times in a day </li></ul></ul><ul><ul><li>Me...
UAE’s Favorite Tea Brands Base: Total Sample ( n =5006) <ul><ul><li>A Packet tea consumer is more likely to consume the sa...
Tea Brand Loyalty Base: Total Sample ( n =5006) <ul><ul><li>Brand loyalty is a measure to defined as consumer’s inclinatio...
 
Segmenting: Demographic breakdown Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables ...
Segmenting: Demographic breakdown Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables ...
Segmenting: Education & Employment Status Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashi...
Segmenting: Income Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy In...
 
UAE tea consumer behavior Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree...
Tea brands loyalty <ul><ul><li>‘ Contented’ group display high loyalty for Lipton followed by Ahmed but the highest loyalt...
 
Company Contact Details  <ul><ul><li>Creek Bridge General Trading L.L.C Hasher Al Maktoum Building - 102  </li></ul></ul><...
Upcoming SlideShare
Loading in …5
×

Creek bridge general_majid_haider_tea_consumption_uae

744 views

Published on

Tea Consumption in the UAE Creek Bridge General Trading LLC - Al Ras - Dubai

  • Be the first to comment

Creek bridge general_majid_haider_tea_consumption_uae

  1. 1. Ahead of the Fair Trade. Since 1995 Dubai - September 2011 Case Study – Tea Consumption in the United Arab Emirates Creek Bridge General Trading L.L.C The information contained in this document belongs to Creek Bridge General Trading LLC and to the recipient of the document. Unauthorized copying, disclosure or distribution of the material in this document is strictly forbidden and may be unlawful – Majid Haider
  2. 2. Agenda <ul><ul><li>About Creek Bridge General Trading LLC - Dubai </li></ul></ul><ul><ul><li>Overview of the Beverage consumption in the United Arab Emirates </li></ul></ul><ul><ul><li>Segmenting the UAE Tea consumers </li></ul></ul><ul><ul><li>Understanding of UAE tea consumer behavior </li></ul></ul>
  3. 4. Company Overview <ul><ul><li>Creek Bridge General Trading L.L.C is an independent company listed at </li></ul></ul><ul><ul><li>the Dubai Chamber of Commerce since 1995 </li></ul></ul><ul><ul><li>Creek Bridge L.L.C primarily concentrates its trade expertise on food stuff </li></ul></ul><ul><ul><li>for the Middle East and the sub-Asian regions </li></ul></ul><ul><ul><li>The company focuses on the business needs of both clients and partners to provide expertise, efficient and fair results </li></ul></ul><ul><ul><li>Company’s CEO, Majid Haider, works on the food trade business since more than 30 years and has been rewarded several times by several Chambers of Commerce: Colombo, Dubai, Isfahan & Nairobi </li></ul></ul><ul><ul><li>In 15 years, Creek Bridges L.L.C has developed an extensive professional network over 11 countries </li></ul></ul>
  4. 5. Company Values <ul><ul><li>Creek Bridge L.L.C believes on long-term profitable relationships </li></ul></ul><ul><ul><li>Creek Bridge employees look after profitability for both partners and clients by finding a right balance or “win-win” solutions </li></ul></ul><ul><ul><li>Trust, expertise and fair profitability are the values that allow Creek Bridge L.L.C to grow their daily business activities </li></ul></ul><ul><ul><li>Our clients benefit from our well-run business knowledge and our flexibility to respond to change in the food stuff marketplaces </li></ul></ul>
  5. 6. CEO Background <ul><ul><li>M. Majid Haider - Iranian Citizen - 51 years old - Married - 3 children </li></ul></ul><ul><ul><li>Since1995, CEO of Creek Bridge General Trading LLC </li></ul></ul><ul><ul><li>In the early 80’s, Majid started his trade career in the family business. Apart from the general food stuff trading, he specialized in almonds, </li></ul></ul><ul><ul><li>pistachio, tea and the prestigious Persian carpets trade </li></ul></ul><ul><ul><li>Majid has been rewarded as the most prominent trader (export) by the Iranian Ministry of Commerce in 1991 </li></ul></ul><ul><ul><li>In 1995, Majid Haider and his local sponsor launched in Dubai the general </li></ul></ul><ul><ul><li>trading company: Creek Bridge L.L.C to extend his business capacity </li></ul></ul><ul><ul><li>towards the sub-Asian continent </li></ul></ul>
  6. 7. Company Growth 1995 2010 2009 2008 2000 2005 Base 100 260 330 390 305 320 260% 50% 22% 345 14% 2011 Economic crisis impact on regional trade Creek Bridge L.L.C annual turnover - base 100
  7. 10. Overview <ul><ul><li>Understanding the beverage market with focus on the tea segment </li></ul></ul><ul><ul><ul><li>Duplication </li></ul></ul></ul><ul><ul><ul><li>Frequency </li></ul></ul></ul><ul><ul><ul><li>Prominent Brands </li></ul></ul></ul><ul><ul><ul><li>Brand loyalty </li></ul></ul></ul><ul><ul><li>Brand aspirations </li></ul></ul><ul><ul><li>Segmentation of Tea consumers based on attitudes towards health.. brand.. </li></ul></ul><ul><ul><ul><li>Demographics, psychographics, brand loyalty </li></ul></ul></ul>
  8. 11. Beverage market <ul><ul><li>Beverages are a part of everyone’s life, which is well demonstrated by the high % seen in the above graphical representation. </li></ul></ul><ul><ul><li>Let’s check if the there exists an overlap in the beverages’ market </li></ul></ul>
  9. 12. Duplication <ul><ul><li>That explains the extent of overlap within the beverages market </li></ul></ul><ul><ul><li>Solus consumers are defined as consumers using only one brand. </li></ul></ul>Base: Total Sample ( n =5006) Tea Coffee Carbonated drinks Juice & fruit drinks Tea 100% 95% 94% 94% Coffee 72% 100% 73% 74% Carbonated drinks 86% 87% 100% 86% Juice & fruit drinks 95% 96% 96% 100% All consumers Non consumers Solus consumers Tea (Tea bags) 87% 13% 35% Tea (Packet tea) 54% 46% 20% Ground Coffee 45% 55% 16% Instant Coffee 62% 38% 25% Carbonated drinks 86% 14% 9% Juice & fruit drinks 96% 4% 11%
  10. 13. Kind of Tea <ul><ul><li>The market is dominated with packet tea 77% penetration </li></ul></ul><ul><ul><li>While the tea bags are a convenient option to packet tea and form 59% </li></ul></ul><ul><ul><li>The overlap that exists is 36% - i.e. consumers using tea bags and packet tea </li></ul></ul>Base: Total Sample ( n =5006) Tea Bags 23% Packet Tea 41% 36%
  11. 14. Frequency of tea consumption <ul><ul><li>Heavy Users: Consume tea two or more times in a day </li></ul></ul><ul><ul><li>Medium Users: Consume tea at least twice a week </li></ul></ul><ul><ul><li>Light Users: Less than that </li></ul></ul>Tea Bags Packet tea Base: Total Sample ( n =5006)
  12. 15. UAE’s Favorite Tea Brands Base: Total Sample ( n =5006) <ul><ul><li>A Packet tea consumer is more likely to consume the same brand more often than the Tea bag consumers. </li></ul></ul><ul><ul><li>Tea bags are used anywhere, may be at work or vending machine or even at home – where sometimes you have little control on the choice. </li></ul></ul>Packet Tea Consumers All Consumers Most Often Consumers Lipton 32% 26% Brooke Bond 14% 10% Red Label 11% 5% Alokozay 8% 5% Society 8% 5% Leone 6% 3% Rabie 5% 2% Al Alali 4% 3% Tea Bag Consumers All Consumers Most Often Consumers Lipton 60% 54% Red Label 18% 8% Alokozay 11% 7% Rabie 10% 4% Ahmed 6% 4% Ghazleen 6% 3% Leone 6% 3% Alamein 4% 3%
  13. 16. Tea Brand Loyalty Base: Total Sample ( n =5006) <ul><ul><li>Brand loyalty is a measure to defined as consumer’s inclination to continue buying the same brand. </li></ul></ul><ul><ul><li>Lipton has the maximum brand loyalists in both the types – Tea bags as well as Packet tea. </li></ul></ul><ul><ul><li>This indicates that a Lipton user will continue to use Lipton brand and the inertia will be very strong. It would be difficult to shake a consumer to another brand. </li></ul></ul><ul><ul><li>This works very well for Lipton while other brands will have a tough time to get Lipton users to try their brands. </li></ul></ul><ul><ul><li>Meanwhile we will try and assess the aspirations and motivations of Lipton users </li></ul></ul>Tea Consumers Tea Bags Packet Tea Lipton 90% 80% Brooke Bond 43% 73% Red Label - 46% Alokozay 58% 64% Society - 57% Leone 53% 47% Rabie 41% 42% Al Alali - 83% Ahmed 72% 80% Ghazleen 57% 73%
  14. 18. Segmenting: Demographic breakdown Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts Sample 2161 486 562 332 372 409 Horizontal % 100% 23% 26% 15% 17 % 19% Represent People 1.5 million 338,560 384,028 232,253 254,825 290,052 Age Teens (15-19 yrs) 8% 6% 9% 12% 6% 9% 20’s (20-29 yrs) 31% 30% 29% 41% 30% 27% 30’s (30-39 yrs) 34% 37% 33% 31% 35% 36% 40’s (40-49 yrs) 20% 19% 21% 14% 24% 22% 50 & above yrs 6% 9% 8% 2% 5% 6% Ethnicity Nationals 26% 19% 33% 34% 27% 16% Arab Expats 33% 21% 40% 40% 52% 18% Non Arab Expats 41% 60% 28% 26% 21% 65%
  15. 19. Segmenting: Demographic breakdown Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts N=2161 N= 486 N= 562 N= 332 N= 372 N= 409 Marital Status Single 33% 34% 30% 44% 26% 31% Married 58% 57% 59% 48% 64% 60% Married with children 8% 6% 10% 7% 9% 6% Divorced/ Widow* 2% 2% 1% 0.8% * 1% 2% Geographic Dubai 26% 26% 23% 26% 28% 29% Sharjah 19% 26% 16% 18% 16% 19% Abu Dhabi 34% 28% 40% 37% 33% 30% Al Ain 8% 7% 5% 9% 11% 7% Northern Emirates 13% 13% 16% 10% 12% 14%
  16. 20. Segmenting: Education & Employment Status Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts N=2161 N= 486 N= 562 N= 332 N= 372 N= 409 Employment Government sector 17% 14% 25% 15% 22% 8% Private sector 37% 40% 34% 37% 40% 37% Semi private sector 2% 2% 2% 3% 1% 2% Self employed 12% 14% 11% 11% 10% 14% Not doing paid job 31% 30% 27% 34% 28% 39% Housewife 19% 22% 14% 17% 16% 27% Student 7% 6% 8% 11% 6% 7% Education Elementary or less 4% 5% 2% 2% 4% 7% Intermediate 11% 13% 10% 11% 11% 12% Secondary 31% 27% 35% 33% 31% 25% Diploma, University Education 22% 21% 23% 26% 16% 24% University or above 32% 34% 30% 27% 37% 32%
  17. 21. Segmenting: Income Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts N=2161 N= 486 N= 562 N= 332 N= 372 N= 409 Family Income Less than Dhs 4000 17% 23% 14% 12% 15% 19% Dhs 4001 -8000 28% 27% 29% 25% 29% 29% Dhs 8001 -12500 21% 17% 22% 25% 23% 18% Dhs 12501- 15000 6% 7% 7% 6% 7% 5% Above Dhs 15,000 12% 10% 13% 20% 13% 6% Refused/ Don’t know 16% 15% 15% 12% 14% 23%
  18. 23. UAE tea consumer behavior Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts N=2161 N= 486 N= 562 N= 332 N= 372 N= 409 Packet Tea 54% 94 107 103 84 109 Tea Bags 87% 95 104 106 105 91 Top Brands (Packet Tea) Lipton 32% 98 100 105 91 106 Brooke Bond 14% 88 139 93 74 92 Red Label 13% 70 156 102 73 83 Alokozay 7% 62 135 113 87 99 Top Brands (Tea Bags) Lipton 71% 93 107 110 108 84 Red Label 24% 88 127 111 89 78 Alokozay 13% 57 114 122 113 103 Rabie 13% 69 125 135 122 55 Ahmed 6% 82 100 84 152 88
  19. 24. Tea brands loyalty <ul><ul><li>‘ Contented’ group display high loyalty for Lipton followed by Ahmed but the highest loyalty for Lipton is exhibited by ‘Ambitious fashionables.’ </li></ul></ul><ul><ul><li>On the whole, among the other tea brands (besides Lipton) Ahmed has loyal following of consumers </li></ul></ul>Women: Heavy Tea consumers Red Label Group 1: Contented 37 Group 2: Health conscious 42 Group 3: Ambitious Fashionables 40 Group 4: Carefree 48 Group 5: Shy introverts 52 Women: Heavy Tea consumers Ahmed Group 1: Contented 79 Group 2: Health conscious 76 Group 3: Ambitious Fashionables 63 Group 4: Carefree 70 Group 5: Shy introverts 69 Women: Heavy Tea consumers Alokozay Group 1: Contented 59 Group 2: Health conscious 50 Group 3: Ambitious Fashionables 56 Group 4: Carefree 56 Group 5: Shy introverts 55 Women: Heavy Tea consumers Lipton Group 1: Contented 90 Group 2: Health conscious 89 Group 3: Ambitious Fashionables 91 Group 4: Carefree 88 Group 5: Shy introverts 88
  20. 26. Company Contact Details <ul><ul><li>Creek Bridge General Trading L.L.C Hasher Al Maktoum Building - 102 </li></ul></ul><ul><ul><li>Al Ras / Deira - PO Box 26991 - Dubai United Arab Emirates </li></ul></ul><ul><ul><li>Tel: + 971 4 2981605 </li></ul></ul><ul><ul><li>Fax: + 971 4 2981602 </li></ul></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Find us: </li></ul></ul>The information contained in this document belongs to Creek Bridge General Trading LLC and to the recipient of the document. Unauthorized copying, disclosure or distribution of the material in this document is strictly forbidden and may be unlawful – Majid Haider

×