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WELCOME

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Tea Tablets Case study

Presented by: Mr. Atul B. Dukare Mr. Pankaj Kumar Yadav

Submitted to:

Dr. Harishchandra Singh Rathod

Udaybhansinhji Regional Institute of Cooperative Management (URICM)

Sector -30, Gandhinagar -382030, GujaratFully funded by Ministry of Agriculture and Dept of Cooperation, Govt of India

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Contents Introduction About Product Product packaging Logo of the product Segmenting Targeting Positioning Advertisement Bibliography

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Introduction Mr. Kaushik Ghosh is deputy general manager product

development, in a tea processing company, Nai chai pvt.Ltd

Mr. Kaushik Ghosh want to make product with the help of Mr. Nitesh Desai, chief of Marketing of a Multinational Company.

Kaushik’s scientific mind started to anlayse this problem and M/s Nai Chai soon had a new product.

The new product developed was tea tablet which is easy to make and can give taste according to the coustomers desire. There is a need to launch these tablets and maintain an effective campaign.

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• Company name:- Nai Chai pvt. Ltd

• Brand name:- Tea-Cup

• Tag line:- A Cup of Joy...

About Product...

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Product launchMumbai

Occasion: Navratri festival- (Kiosks at various Garba places) 25000 for per Kiosk ( 25000 X 40 ) 1000000 for 40 kiosks

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•Tea

•Sugar

•Milk

Tea-cup

12 cm

3 cm15 cm

Product Packaging:

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Logo of the product

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Tablet size and colour:Shape: Tablet is round shaped.Colour: Tea tablet: Brown Sugar tablet: White Milk: WhiteWeight of each tablet should be 500-600 mg

How to use it:Take a hot water in a cup.Add tablets of tea, sugar and milk according to your

taste.Blend it and enjoy.

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Product packing size:

Refill packs:50+50+50gm (150gm): 300 tablets 100+100+100gm(300gm): 600 tablets (Tea, Sugar, Milk, resp.) (Tablet weight: 500 mg each.)

Price:For 150 gm pack: 150 RsFor 300 gm pack: 300 Rs

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SegmentingTravellersCollege studentsHandicapped people

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Targeting

Rich peopleOld aged personsPersons with disabilities Students in hostel Travellers in train Tourist

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Positioning

Save timeEasy to makeEvery day you will get same taste Anytime, anywhere take your tea

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Advertisement

NewspaperFor a English newspaper (on local page)For 1/4th size ad (Ref: DNA)80000 for Sunday70000 for Saturday 50000 other days

For( 5 Saturday : 350000 lakh )(5 Sunday : 40000 lakh )Total: 750000

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Banner

Starts from 10000 to 30000 According to locationCity area 20000 per day.Size: (10X6)For 5 weeks : 700000

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Magazine

For magazines :100000 to 150000 for half page.3 Sundays : 360000

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Contingency plan• For advertisement: If Newspaper charging more for Sunday

ad we give our ad on Saturday or Monday.

• If new competitor arises: We will try to distribute our product more

than competitor and make advertisements of our product to keep in people mind.

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Bibliography

Case study tea tablets, rajesh singh parihar, www.slideshare.net/Suchikaparekh/tea-tablet-case  Tea tablet PPT, Slide share, (2015)

rajeshsinghparihar.hpage.co.in/tea-tablet_31890255.html

Philip K., Kevin K., Abraham K., Mitheleshwar J., (2013). Core marketing concepts, Marketing management, pp: 11

Picture editor, Photofunia, https://photofunia.com/

Other sources: Google, Google images, Wikipedia, Newspaper: DNA, TOI

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