A Operation Study on a Tea Plantation Industry
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A Operation Study on a Tea Plantation Industry
- 1. Mini Project on Devon Tea Plantation Group 7 Praveena Kamath Preethi S Rajitha Rahul Shetty Pruthviraj Raju M Rahul KS
- 2. Organisation Overview • Est. 1946 • 150 Hectors Plantation Field (Large Scale) • Majority Sales in Karnataka and Few parts of Kerala • No Distribution – Direct Selling from Facility • Produce Normal Tea only • Awarded as Golden leaves of India-2013
- 3. Plant Cultivation Different quality of tea powder
- 4. Market Overview • Market Favouring Tea Consumption – Increasing • Consumption – Loose and Packaged • Health Consciousness associated with Tea • Specialty Tea Growing at 25% in India
- 5. Situation Analysis • Financially Stable • Competitor- Classic, OLV Tea • Better working Environment- Benefits
- 6. Major Consumption (Segmentation) •At Home Consumption •Out of Home Consumption
- 7. Pricing offered Quantity Rates 50 Kgs Rs 8000 25 Kgs Rs 4000 10 Kgs Rs 1600 5 Kgs Rs 800 250 Gms Rs 45
- 8. Findings •Pricing- Discounts •Distribution •Labour Shortage •No Different flavours
- 9. Marketing Solutions Phase wise Implementation • 1st Phase – Product Awareness • 2nd Phase – Demand Drivers
- 10. 1st Phase – Product Awareness • Pricing Commercial Oriented • Channels of distribution • Reach Customers- Store Sales 65% - 70%
- 11. 2nd Phase - Demand Drivers • Speciality Tea or Flavoured Tea • Health and Wellness • Brand to Customer Loyalty Building
- 12. Thank You
Editor's Notes
- To know the current position of the company, this is necessary to make all the marketing strategy. You can also say that this is what the whole understanding we took to make this marketing project. Firstly the 1946 – will tell you this plantation has a long run of course with a good customer loyalty and sales year on year Secondly 150 hectors will tell you that this plantation is a large scale production Yes large scale in the sense sales all over Karnataka and few parts of Kerala The plantation is doing financially good, this is to support our marketing strategy Plantation does not follow auctioning method as conventional selling also no outlets. There is a direct in house selling where in customers have to come to the plantation and purchase the tea powder and take it. Plantation produces only normal tea, no variety is offered yet
- To get the apt marketing plan we have spread a light on Tea market and practices Presently beverages industry has a favourable market, Like Coke or Pepsi or Tea or Coffee – there will be a sustainable (never decline) growth Interaction with the plantation officials and management we have classified tea consumption into Loose and Packaged Tea powders the increasing consumer health quotient is boosting sales for the green tea and its variants – mint, lime/ lemon, classic etc Speciality tea is a possible area worth considering
- Our strategy will be focusing on two consumption given above At home consumption results in 45% to 70 % of the total sales in India according to various sources and is considered as where the major sales is happening. Out side home consumption is the commercial consumption like hotels, restaurants etc. Majorly commercial consumption is done through tea vendor machines other than that all the consumption is like home consumption where there is individual buyers.
- We can see that the pricing is done in bulky packages and little less concentration to at home consumption. 5kg to 250 gms can be considered as at home consumption, even 5 kgs for that matter as at home consumption. others are all commercial oriented packaging. Davon can consider more small or At home consumption oriented packaging with the present offering
- We have come up with a Phased wise strategy to fruit maximum efficiency 1st phase is Marketing strategy Have a channel of distribution to reach more customers – Elaborate why channels of distribution will be useful to build a strong foothold in the market Good packaging to attract confidence as people don’t normally go for LOCALLY PRODUCED GOODS Reach more customers by store sales Packaging with more quantity variant offering