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Presented By:Aashima Dua 2012005Abhishek Dua2012011Amey Mairal2012035Anurupa Banerjee 2012059Apoorv Dwivedi2012061
HUL
INDUSTRY CONSUMER GOODS
FOUNDED 1931
HEADQUARTERS MUMBAI
PRODUCTS
SOAPS, DETERGENTS, SHAMPOOS, SKIN CARE, TOOTHPASTES, DEODORANTS, COSMETICS, TEA, COFFEE, PACKAGED FOODS, ICE CREAM, AND WATER PURIFIERS.
BROOKE BOND
• 140 year old brand from Unilever
• Umbrella Brand for Tea Products in India and
Pakistan
• Product Portfolio of Brooke Bond
– Red Label
– Taaza
– 3 Roses
– Taj Mahal Tea
TAJ MAHAL TEA
• Started in 1966.
• First Premium Tea in Market.
• First to introduce tea bags in India.
• First and only tea brand in vacuum packs.
• Introduced Dessert Tea Concept in India.
VISION
• Vision is to convert tea lovers into tea
connoisseurs. To this end, Taj Mahal conducts tea
appreciation workshops known as “Taj Tea Trails”.
Each session takes you on a fascinating tea journey
– brewing to appreciating the finer aspects of tea.
SWOT ANALYSIS
Strengths
• Annual growth rate of 2% for tea.
• Abundant technical & manpower skills
• Good research support by tea growers
Weaknesses
• Labour intensive industry.
• No effective Cost Management System
• Declining exports form India.
Opportunities
• Export potential if production can be increased.
• Make tea more fashionable like coffee
• Come up with new flavours
• Large untapped rural market for branded companies.
Threats
• Global Competition
• Low cost in countries like China, Kenya & Sri Lanka.
• Imports• Rising cost of
production.
STP OF TAJ MAHAL TEASEGMENTATION
People looking to make tea instantly
TARGET People in the upper and middle class
POSITIONING As elegant and wonderful as Taj
TAGLINEWah Taj; Sirf Chai nahi ye hai Taj
USP
Only tea brand in India to be sold in Vacuum sealed packs
WHAT WENT WRONG?
• Product Quality
– “I have been drinking tea for quite a few years now, and
once I tasted Taj Mahal tea, I decided at once to stick to
this brand due to its aroma, flavor and big granules.
However off late I am continuously finding it degrading its
quality. The granules are so small that a bigger part in
package is dust only”.
• Reduced Quantity
– Consumers feel deceived as Taj Mahal goes on increasing
prices with slowly reducing quantities.
DISTRIBUTION STRATEGY
Factory
Carrying and forwarding agents
Redistribution stockist
Wholesalers Retailers
consumers
ENHANCED DISTRIBUTION
Taj Mahal Tea Lounge:
The Taj Mahal tea can open dedicated tea
cafes on the lines of various coffee chains like
Barista, Starbucks, CCD. These tea cafes
would be selling different variants of Taj
Mahal tea and offering snacks to munch
along with tea. These cafes would come up in
states of eastern India first preferably in cities
Kolkata and Darjeeling to name a few as here
tea is preferred more than any other
beverages. The cafes would offer the
customers to purchase tea packets and tea
bags as well along with the consumption.
PRICING
• Priced much higher than its main competitors such
as Tata Tea Premium & Tata Tea Gold.
• Lower prices by Tata became one of the reasons for
losing market share of Taj Mahal Tea.
• Customer Perception : A pack sold as 250 gm pack
actually weighing 245 gm lead to dissatisfaction
among the customers.
OTHER PROMOTIONAL STRATEGIES
Office Contracts:
– Contracting with offices to have
Taj Mahal tea vending machines at
corporate offices.
• Conducted by tea expert Yangdup Lama.
• An ecstatic journey in knowing more about Tea.
• Endorsed by Saif Ali Khan.