Hot Tea Stall Display Tracking Survey- Analytics

1. Hot Tea Stall Display Tracking Survey

2. Broader Objective
• To measure the effectiveness of the display of Hot Tea Stalls.

3. Specific Objective
 To observe the display scenario (Location & position of HTS)
 To understand the short & long-run impact of HTS Display.
 To identify the brand awareness of Ispahani Tea Brands in Hot Tea Stall.
 To observe the overall market scenario of Ispahani Tea Brands in Hot Tea Stall.
 To identify the influencing factors for increasing the market shares of the competitors.
 To know the level of perception of the Hot Tea Stall owners regarding Ispahani
 and the competitors.
 To identify the switching pattern of Ispahani users to another brand.
 To track the display tracking HTSs whether they are taking/using Ispahani Tea.
 To understand the loyalty of display-taking HTSs towards Ispahani Tea.
 To understand HTS owners’ consistency in taking Ispahani Tea in terms of Display.

4. Methodology
 Location Visit (8 Depots areas under 2 Division)
 Interviews with HTS owners at the specific location with a structured questionnaire.
 Casual and straight conversation with Tea Stall respondent.
 Observation of overall Tea Stall environment & product display.
 Analyze the location & position of the Display considering display setup time.
A field visit has been conducted from 22 May- 10 June 2022.

5. Data Collection
• The survey of the study includes both open-ended and close-ended
questionnaire formats that were asked by the Tea Stall Owner.
• Surveyed depots are Mirpur, Mirpur 10, Rupnagar, Gulshan, Azampur,
Ashulia, Shahjadpur, and Kuril. HTSs were being targeted based on the
depot.

6. Sampling frame
• Primarily 140 HTSs in the respective depots have been selected for
the study combining branded and non-branded stalls.
• The list of tea stalls initially was provided by the respective divisional
managers.
• Later, necessary correction was done to that list with the help of the
trade marketing team.

7. Analysis and findings

8. 65%
35%
Division
Dhaka North
Dhaka East
From the 140-sample size of the study, 104 responses were found, where more than half were from
Dhaka North 65% & the rest 35% were from Dhaka East.

9. 9%
13%
13%
15%
16%
6%
15%
13%
DEPOT
Ashulia
Mirpur 10
Rupnagar
Gulshan
Kuril
Azampur
Nikunja
Shahjadpur
8 Depots were targeted these are Kuril, Gulshan, Nikunja, Shahjadpur & Azampur of Dhaka North
Division. On the other hand, Mirpur 10, Rupnagar, and Ashulia depot of Dhaka East Division.

10. 67%
33%
BRANDED & NON-BRANDED SPLITS
YES
NO
Of the 104 stalls, it has been found that 67% were branded by Ispahani Tea & the rest 33% of them
were non-branded.

11. USAGE STATUS OF ISPAHANI TEA
60%
40%
Branded Tea Stall-Ispahani Usage
Yes
No
50%
50%
Non Branded Tea Stall-Ispahani
Usage
Yes
No
Branded Tea Stalls are using Ispahani Tea More compared to Non-Branded Tea Stalls

12. OVERALL BRANDS USAGE STATUS
0%
5%
10%
15%
20%
25%
30%
35%
40%
MBOP Seylon TSS MPD HTSS Starship Tetley Fresh MBL Other
OVERALL BRANDS USAGE STATUS
MBOP is seen the most (20%) followed by Seylon (13), TSS (10%), MPD (9) & HTSS (7%)

13. Comparison-Brand & Non-Branded Tea Stall
14%
4%
0%
4%
10%
7%
13%
4%
3%
0%
40%
18%
9%
6%
0% 0%
15%
0% 0% 0%
9%
44%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
MBOP HTSS MBL BOP &
SEYLON
MPD SEYLON TSS MPD &
SEYLON
TSS & SEYLON Number 1 Other
BRANDED TEA STALL- USAGE STATUS NON-BRANDED TEA STALL- USAGE STATUS
Seylon is going well in Non Branded Tea Stalls. Along with this, MBOP & HTSS’s status is also same. Whereas TSS
is only going to Branded Tea Stalls

14. Daily Usage Status-Brand & Non-Branded
1% 1%
3%
10%
51%
1%
3% 3%
17%
10%
6% 6% 6%
3%
44%
6%
0% 0%
15% 15%
0%
10%
20%
30%
40%
50%
60%
200G 250G 300G 400G 500G 600G 700G 800G 1000G 1000G+
DAILY USAGE STATUS -BRANDED TEA STALL DAILY USAGE QUANTITY- NON BRANDED TEA STALL
On average 500G quantity is the most used on both ends.

15. Comparison-Mode of Delivery
31%
17%
7%
9% 9%
26%
0%
5%
10%
15%
20%
25%
30%
35%
40%
DIRECT DELIVERY CYCLE MAN VAN PULLER NEIGHBORHOOD SHOP
BRANDED TEA STALL NON-BRANDED TEA STALL
Branded Tea Stalls Provide products through Cycle man & Direct Delivery whereas non-branded Tea Stalls
provide mostly by Cycle man followed by Neighborhood shop.

16. Pick Hour For Tea Sale
23%
10%
27%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Morning Noon Afternoon Evening
Pick Hour For Tea Sale
Tea is Consumed by these HTSs mostly in the evening followed by Afternoon & Morning

17. Vending Machine Availability Status
10%
90%
6%
94%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
AVAILABLE NOT AVAILABLE
Branded Tea Stall Non Branded Tea Stall
Vending machine availability status in Branded is higher than that of Non-Branded Tea Stalls

18. Separate Flask Usage Status
31%
69%
41%
59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
YES NO
Branded Tea Stalls Non Branded Tea
Separate Flask Usage Status in High among Non-Branded Tea Stalls

19. Coffee Serving- Comparison
39%
61%
29%
71%
0%
10%
20%
30%
40%
50%
60%
70%
80%
YES NO
Branded Tea Stall Non Branded Tea Stall
Coffee Serving Status in High among Branded Tea Stalls

20. Availability of Coffee Sachet- Comparison
49%
51%
44%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
No Yes
Branded Tea Stall Non-Branded Tea Stall
Availability of Coffee Sachet is high among the Branded Tea Stalls

21. Availability of Paper Cup- Comparison
81%
19%
76%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No Yes
Branded Tea Stall Non-Branded Tea Stall
Availability of Coffee Sachet is high among the Branded Tea Stalls

22. Availability of Plastic Cup- Comparison
63%
37%
85%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No Yes
Branded Tea Stall Non-Branded Tea Stall
Availability of Plastic Cup Usage is high among the Non-Branded Tea Stalls

23. Available Add On in HTSs
7%
34%
1% 1%
39%
13%
1% 2% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Ginger Ginger, Lemon Ginger, Lemon,
Malta/Orange
Ginger, Lemon,
Malta/Orange,
Cardamom
Ginger, Lemon,
Mint
Ginger, Lemon,
Mint,
Malta/Orange
Ginger, Lemon,
Mint,
Malta/Orange,
Cardamom
Ginger, Mint Lemon
Ginger & Lemon are the two most common add used in the HTS irrespective of Branded or Non-Branded Tea Stalls.

24. Tea Bag Availability Status-Comparison
36%
64%
32%
68%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No Yes
Branded Tea Stall Non-Branded Tea Stall
Availability of Tea Bags is high among the Branded Tea Stalls

25. Available Tea Bag Brands in HTSs
3% 3%
1% 1%
20%
3%
13%
3%
1% 1%
36%
11%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Bengal Blender's
Choice
Blender's
Choice, Kazi
& Kazi
Finlay Tea
Bag, Seylon
Tea Bag
MTB (Saver
Pack)
MTB (Saver
Pack),
Blender's
Choice
MTB MTB,
Blender's
Choice
Jaflong Taaza Tea
Bag, Danish
Tea Bag
N/A Seylon Tea
Bag
Seylon Tea
Bag, MTB
(Saver Pack)
MTB, MTB (Saver Pack) & Seylon are the most used Tea Bag Brand in the HTSs irrespective of Ispahani’s Branding.

26. Available Tea Bag Brands- Branded Tea Stall
2 2 1 1
14
2
9
2 1 1
25
8
2
0
5
10
15
20
25
30
35
40
Bengal Blender's
Choice
Blender's
Choice, Kazi
& Kazi
Finlay Tea
Bag, Seylon
Tea Bag
MTB (Saver
Pack)
MTB (Saver
Pack),
Blender's
Choice
MTB MTB,
Blender's
Choice
Jaflong Taaza Tea
Bag, Danish
Tea Bag
N/A Seylon Tea
Bag
Seylon Tea
Bag, MTB
(Saver Pack)
Quantity
MTB, MTB (Saver Pack) & Seylon are the most used Tea Bag Brand in the HTSs irrespective of Ispahani’s Branding.

27. Available Tea Bag Brands in Non-Branded Tea
Stall
0
2
4
6
8
10
12
Blender's
Choice
Danish Tea
Bag
Finlay Tea
Bag, Seylon
Tea Bag
Fresh TB MTB (Saver
Pack)
MTB (Saver
Pack),
Blender's
Choice
MTB MTB,
Blender's
Choice
N/A Seylon Tea
Bag
Seylon Tea
Bag, MTB
(Saver Pack)

28. Available Biscuit Brands Status
16%
84%
15%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No Yes
Branded Tea Stall Non-Branded Tea Stall
Availability of Coffee Sachet is high among the Branded Tea Stalls

29. Availability of Biscuit Brands- Comparison
1
6
11
16
21
26
31
36
Branded Tea Stall
1
6
11
16
21
26
31
36
N/A Olympic Olympic,
Danish
Olympic,
Ispahani
Olympic, Pran
Non-Branded Tea Stall
Olympic is the mostly available biscuits brands between Branded & Non-Branded Tea Stalls followed by Pran.

30. Key Observations
 After providing the displays, the HTS owners expect regular communications or at least
a minimum of one. A rapport-building strategy is being established & continuation of it
is required stated by the HTS owners.
 Due to the availability of local tea & low-priced tea brands, the tendency of switching to
low-priced brands has become a common phenomenon among the HTS owner. So, Tea
Stall selection is the key before providing a display.
 Due to rapid urbanization & construction work, some tea stalls become displaced or
closed. So, before providing a display it’s required to check the stated issue.
 Some key factors affect HTS owners’ decision to choose tea brands- quality, price,
credit, rapport with sellers/delivery personnel, availability, etc.

31. Key Observations (Cont.)
 Some Tea Stall owners' claims against Ispahani Tea’s unavailability and the loopholes
need to minimize/addressed by our sales personnel/sales team ends.
 It seems that display programs help to create brand awareness & brand loyalty. It
becomes effective whenever the right tea stall is being selected in terms of brand
loyalty, location/position, available distribution, relationship & most importantly regular
monitoring/tracking.
 Maintaining a complete database is required. Fortnightly follow-up along with re-
evaluating & verification after a 3-4 months interval is a prerequisite to measure the
effectiveness of the display