2. Outlets : COCO (9-Surat, 2-Mumbai), DODO (40-
South Gujarat, 1-Ahmedabad)
Distributors : 12-Surat, 55-South Gujarat.
E-Presence : Web-Chat, SNS, blog.
Online Purchases : Delivery charges borne by the
Consumers.
Sourcing : March to November
March (1st Flush) and May (2nd Flush).
Blending of Tea - An Art
Ketan Soni 2Friday, May 11' 2012
4. Retailers : Large shops (Large size packs/Quantam
and Vice-versa)
Consumer Income groups impacts demand.
Consumers : Price (Biggest Visible Difference)
Small packet buyers do not demand offers but,
bigger units purchasers does.
CONSUMER’s PULL
Continuity of Service
Need Regular Supply
Brand Visibility (Ad. Boards)
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5. Bigger shops : More Qty. and more demand.
In-store Product Display Visible.
Retailers : seek for more Margins/Schemes &
Offers to promote.
Consumers : Go by the Faith of Retailers.
RETAILER’s PUSH
Outdoor Brand Visibility.
Brand Awareness : Consumers.
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6. Whole sellers : Kept all brands.
Consumers : High awareness, purchased whatever
they liked.
Saturation
Brand Visibility and Advert. Promotions.
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7. Lower sales : Vacation.
Super stockiest : Difference in Qty. and Rate
Distributor : Difference in Rate, Qty. and
Packaging.
2 Kinds of Consumers :
TASTE – Loyal consumers (Product impacted their Taste)
VISIBLITY – More Tendency to shift (Price difference/
Offers/ Schemes, etc.)
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8. Blending – Packaging – Dispatching/Distribution.
Pre-Printed : Schemes on Product Packaging.
While issuing these materials.
Cost of Wastage.
Cost of Space Storage.
Cost-Reduction : Pre-printed Stickering.
Ketan Soni 8Friday, May 11' 2012
9. Olpad : Distribution Problem, Sku NA (5)
High penetration – No.1 with Slab Schemes.
Sion : Supply Shortage – Problem faced by Retailers
Customers not getting what they want.
High Scope
A Strong S&D Network.
Regularity (Supply/Service/Communication, etc.)
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10. Sanjana (Maroli, Saregam,etc) : High Brand
Duplication
High penetration – Thane & Vashi Manuf.
Umargaon : Retailer’s PUSH Market. (Just want
Margins to sell)
High Scope
Product Awareness/Emotional Attach. – Consumers
Participatory events, Hand-outs, Helium Ad.
Break the Monopoly and Stand Unique among
Competitors.
Ketan Soni 10Friday, May 11' 2012
11. Franchisee : COCO & DODO Outlets
Modern Trade : Organized Retailing
Trade Offs
Getter Closer to Consumers Heart, Be Next to
Competitors Mind – An Advantage for Us.
Ketan Soni 11Friday, May 11' 2012
12. Existing Market : New Product – Flavored Tea
(Ginger, Cardamom, Mint, Chocolate, Jasmin, etc)
Drinks : Iced Tea (flavoured)
RTD : Powder Mix
Tea Kiosks/Café n Lounges along with choicest
eatables.
Ad. Branding : Tea center shops, Circles,
Bridges/Flyovers, No parking signage's for Society.
Mobile Phone Software – Live Updates.
Strong S&D Network
Being Unique among the Competitors.
Keep customers at core along with CSR activities.
Expectation < Delivery : WOW !!!
Ketan Soni 12Friday, May 11' 2012
13. Cost leadership – lowest cost than competitors in the
industry.
Differentiation – being distinct from the competitors.
Focused Differentiation – focusing on a specific
market segment and tailoring service accordingly.
Expansion strategy – known for launching new
products.
TQM – Constant attainment of customer satisfaction by
continuous improvement in organizational processes
and integration of all organizational functions,
satisfying all clients and internal/external customers.
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14. 1. Quality advantage (or, “doing it right”)
2. Speed advantage (or, “doing things fast”)
3. Dependability advantage (or, “doing things
on time”)
4. Flexibility advantage (or, “being able to
adapt what others do”)
5. Cost advantage (or, “doing things cheap”).
TRADE OFFS in the products Operated…
Ketan Soni 14Friday, May 11' 2012
