This document summarizes market research conducted on introducing an iced tea product called "Barfeeli chai" in the village of Kunde, India. The researchers surveyed 30 villagers about the product. Most respondents liked the taste of the iced tea and said they would buy it instead of other refreshments. The majority also said they would serve it to guests. Most were willing to buy the 5 or 10 glass sizes and said they would consume it 1-2 times per week. The taste was cited as the most interesting factor about the iced tea.

1. New Product Introduction and Consumer
Behavior of IcedTea in Kunde
Submitted by
Pranay Bhandari
Shivam Singh Dhanjal
Chitresh Jhawar
Tejas Jaiswal
Hitesh Bohara
AnugrahTibbrewala
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2. Flow of Presentation
Introduction of the product.
Pricing of the product.
About Kunde.
Segment,Target, Position.
Methodology
Questionnaire.
Responses.
Problems.
Conclusion.
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3. Introduction of the product
Product name - Barfeeli chai
Tag Line - Foorti laye, susti bhagaye, sirf ek glass barfeeli chai.
Flavors – Lemon and Peach
Sizes - 17 gm sachet (one glass)
85 gm sachet (five glasses)
170 gm packet (ten glasses)
Ingredients- Sugar, Instant black tea, Natural flavors, Citric acid,
Sucralose, Silicon dioxide. 3

4. Pricing of the product
Pricing Strategy- Penetration pricing
One glass sachet for Rs 4/-
Five glass sachet for Rs 19/-
Ten glass packet for Rs 36/-
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5. About Kunde
Kunde village is nearVajreshwari hot springs
in theThane District
Population of less than 5000
It’s a full Maharashtrian village
70 km from Mumbai
Main business- poultry, dairy,
mostly service sector.
Panchayat system
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6. Segment,Target, Position
Segment- 12-45 year old middle and upper class.
Target –Youth and Kids from schools and colleges.
Position - Healthy, refreshing, tasty drink that everybody in the family can
use on a daily basis substituting chai, Rasna.
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7. Methodology
We roamed around the village and figured out two places to carry out our activity. The first
one was near a kirana store where we could find a lot of crowd.
On the same day of our visit, the village had a cricket game organized where most of the
youth was present and we were bound to choose the ground as our second location.There
were more than 150 villagers there of every age and it made our process easy.
The villagers helped us with arranging some ice and we prepared the iced tea in front of them
and taught them at the same time the procedure to prepare it.
In 60 ml glasses, we served the crowd that had gathered around us which included mostly
children and adult males and then asked their responses with regarding to the questionnaire
we had brought with them. 7

8. 8

9. 9

10. Responses (Sample size= 30)
1. How much did you like the taste of iced tea?
1.How much did you like the taste of iced tea?1
0%
2
0% 3
20%
4
60%
5
20%
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11. 2.Would you buy iced tea in place of other
refreshments? (eg: Rasna , Roohafza, etc.)
YES
65%
NO
25%
MAYBE
10%
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12. 3.Would you like to serve iced tea to your
guests?
YES
70%
NO
25%
MAYBE
5%
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13. 4. In what quantity would you be willing to buy
iced tea?
1 GLASS
10%
5 GLASS
45%
10 GLASS
45%
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14. 5. How much are you willing to pay for 1 glass
of iced tea?
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15. 6. How often would you like to consume iced
tea in a week?
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16. 7.What is the most interesting factor about
iced tea according to you?
Taste
50%
Fragrance
10%
Feel good factor
25%
Unique
15%
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17. Difficulties
Not enough women respondents.
Unavailability of ice cubes.
Electricity.
Few shops located at a distance from residence.
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18. Conclusion
Can be a HUGE substitute for cold drinks and tea.
Curiosity will make people in large quantities buy the product.
Can be positioned as a luxury and healthy beverage.
Demand might wear off as it may work out to be a fad.
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19. Thank you.
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