Tea

Marketing Plan
Korak K Majumder
Green Tea
Tea Market in India
Competitors Analysis
TG Mapping
SWOT Analysis
Product
Price
Promotion
Place ( Distribution Model and core working for Tea,
Sanitary Napkin, Smoke free filter &* Non Nicotine
Cigarette will be same as the distributor need to same)

INDEX
Green tea is made solely from the leaves of Camellia sinensis that have undergone minimal
oxidation during processing. Green tea had originated from China and has associated with many
cultures throughout Asia. It has recently become more widespread in the West, where black tea is
traditionally consumed. Many varieties of green teahave been created in countries where they are
grown. These varieties can differ substantially due to variable growing conditions, horticulture,
production processing, and harvesting time.

Over the last few decades green tea has been subjected to many scientific and medical studies to
determine the extent of its long-purported health benefits, with some evidence suggesting that
regular green tea drinkers may have a lower risk of developing heart disease and certain types of
cancer. Green tea does raise the metabolic rate to produce weight loss, a green tea
extract containing polyphenolsand caffeine has been shown to induce thermogenesis and
stimulate fat oxidation, boosting the metabolic rate, without increasing the heart rate.

According to a survey released by the United States Department of Agriculture, the main content
of flavonoids in a cup of green tea is higher than that in the same volume of other food and drink
items that are traditionally considered of health contributing nature, including fresh fruits,
vegetable juices or wine. Flavonoids are a group of phytochemicals in most plant products that are
responsible for such health effects as anti-oxidative and anticarcinogenic functions. However, based
on the same USDA survey, the content of flavanoids may vary dramatically amongst different tea
products.
Green Tea
Domestic Market Share
CTC
Black Orthodox
Green Tea
Flavoured Tea
*above figures as per the annual report of Tea Board.
Market of Green Tea
To look at the market play, the total
branded or the packaged tea (in various
forms) market in India is ~9500 crores
growing at a CAGR of 5 percent. The
branded tea in India can be classified into
the packed, tea bag, and flavoured tea
segments whereas the unbranded segment
is usually the loose tea both in unpacked or
tea bag form. As per industry estimates,
unpackaged tea accounts for over 45% of
value sales of total tea sold in India and has
a dominance presence in the rural market.
With the aggressive marketing and
promotional schemes along with wide
distribution system, the rural market is
opening wings to the branded or the
packed tea brands national or regional
alike. In terms of packaged or branded tea
distribution, almost the entire urban India
is deeply penetrated by various brands. As
a typical FMCG product, the kiranas or
independent smaller merchants account for
the major channel accounting for as high as
65-70 percent of the sales followed by
supermarkets and hypermarkets. The other
slow emerging segment is the on-trade
sales of tea through food service formats
such as tea lounges or tea cafes along with
hundreds of chai shops. Most of these
formats use packaged or branded tea either
of the manufacturer (Wagh Bakri Tea
Lounges, Goodricke Tea Caf) or smaller
packs of established brands. Another
channel of on-trade sales for packaged tea
is the tea vending machines increasingly
been installed in large office complexes and
hospitals etc, but this channel shall witness
crawling growth due to the smaller street
chai shops that appeals more to the Indian
palate. Packet tea market is extremely
penetrated with multiple brands with more
than 300 brands in the country, dominated
by HUL and Tata tea which have a deep
presence in both urban and rural market,
across pack and variants and hence
together account for 30-40 percent of the
total market in the packaged tea segment.
The other regional / national players are
Waghbakri, Duncan's, Eveready, Goodricke,
GPI, Girnar,Sapat, Dhunseri, Mohini,
Society, Marvel etc. Among the brands,
Brooke Bond, Taj Mahal, Red Rose, A1, Tata
Tea Premium, Tata Tea Gold, Tata Tea Agni
Dust, Waghbakri, Duncans, Tata Tea Chakra
Gold etc are among the key brands sold in
the branded, packaged segment though
Unilever was the only prominent
multinational player present in the Indian
tea category and continued to be the
market leader in the industry
New introductions are being increasingly
witnesses amongst various brands and
notably by Twinnings green tea variants,
such as Green Tea and Mint, Green Tea and
Lemon, Elaichi, and Green Tea Jasmine.
Also, A. J. Tea House launched new flavours
under its GAIA brand such as Green Tea
and Ginger and Green Tea and Lemon. The
trend is expected to catch up with other
brands and one shall witness more variants
and flavours being launched in green as
well as standard tea. Apart from the new
products, the packaged tea brands are also
experimenting with pack sizes from
HORECA large packing to 5-10 rupee
sachets, swiftly targeted at various
consumer segments. This is coupled with
new innovations being made in packaging,
from thin standard packs, tea bags, pet jars,
and tetrapaks to wooden and ceramic
exotic gift packing for some of the premium
variants offered by players such as of
Dilmah, Infinitea etc.







Insight of Tea Market in India

Consumer

Brands Retailer

National / International Buyers

Auction
Registered Broker Registered Buyers

Bought Leaf Factory

Estate Factory

Estates Small Growers
Different Stake owners in Tea Marketing in India
B2C Market- Green Tea majorly a favorite
within health orientated youth. Age of 25-47.
It is widely gaining customer day by day due to
health friendliness of the product.
B2B Market- Through HORECA Sales, Hotels,
Resorts, Spas GYM and other healthy living
promoting agencies demands are high for
green tea and also Herbal and Fruit Infusion
and Medicinal Tea.

TG MAPPING
SWOT ANALYSIS
STRENGTH
Strong Financial Support.
Widespread presence in India.
Tea Quality and Packaging is par industry
trend.
Strong Inventory Management Strength.
Quality Tea Sourcing capacity.
Source from Origin. Direct from garden.
Opportunity
Entry is open B2C and B2B both.
Can create tea profile in CTC, HERBAL and
Medicinal Tea and other new trendy tea line.
Open tea packaging line as per sales projection
as industrial machinery are economical and way
of profit maximization.
New Tea profiling can be created as it is
emerging market.
Weaknesses
Market is slow growth potential. CAGR
of 5% annually.
Not a gardener.
New entrant in the FMCG domain.
Threats
Sourcing through known source
otherwise difference of blend might
change taste, may occur to loose
customer.
Shortage of tea in market.
Price fluctuation due to auction.
PRODUCT
Green tea in tea bag form.
Packaging is a par to market competitions.
Organic Tea
Green attractive look to which easily signify the
product quality.
Loose CTC, Herbal Tea & Medical Tea, Other
Flavoured Tea, Vanilla Tea, Earl Grey, English
Breakfast, Kashmiri Kahwa etc. will increase
basket size which will also give perceived trust
among the customer about the product.
If the packaging are done under company own jurisdiction
then pricing flexibility would be more.
Marketing PRICE will be high to make aware and create
loyal customer base.
Current Price 25 Green tea bag Rs155/- sold at Rs139/-
Pricing depends on seasonality and SKU, but pricing have
competitive as competitions is high.
When brand start gaining high amount of e-commerce
sales, that will show that we have created correct buzz
within customer fraternity about the product. Digital Sales
will gunner more profit than retail. Experience shopping is
more in retail. Offer Price are important to attract
consumer attention.
PRICE
POSITIONING
Dear TEAtizens,
My purpose of existence is to enrich peoples lives
through the experience of finest handcrafted tea and the sip of
lifestylea life of health, delicacy and fun. Tea has been a drink that
is shared and enjoyed with others. Around the world, at high tea in
Devonshire or age-old ceremonies in Japan or on the rocks of
Kolkata, tea is steeped and taken together with friends and family
as a ritual of warmth and nourishment. With each sip, the mind is
calmed, the spirit refreshed, and the soul is enchanted. And still,
many have never experienced the flavor of a true cup of TEA. My
reason for existence is to handhold each TEAtizen on the road
leading to this rich experience of bliss. Our finest teas are made
from hand-picked young shoots, the two leaves and bud that sprout
from the very tip of the evergreen Camellia sinensis bush, from the
famous tea growing regions of the world.

PROMOTION B2C SEGMENT
Tea Marketing depends on product profiling as
green tea is niche in approach its steadily rising.
Newspaper advertisements along with TVC will
the preferred mode of media vehicle. It would
used once the distribution line and geographical
location of distribution are well defined.
Media have to regional specific. Brand
endorsement can be useful, but wont be
considered till we have widespread distribution
chain.
HORECA marketing will required high amount
of marketing collateral and innovative product
presentation which will help position brand in
high end customer base with correct product
extensions or modifications.
Similarly Sponsoring Hi tea party to different
socialite of town will give the product
showcasing opportunity to high end customer
of regionally brand will gain trustworthiness.
PROMOTION B2B
COMMUNICATION MIX
TVC Brand Positioning main vehicle to be considered through TVC
PR &
EVENTS
SPONSORSHIP
NEWSPAPER
& Magazine
OUTDOOR
TRADE
MARKETING
HITEA Party, Joggers Park Activity, Bringing smile to those faces who bring smile to face with each
sip of natures cup and activity with tea garden kids and promote same in Viral advertising.
SPONSORING BPL people to set UP Tea Corner named as Health Buddy
Corner. Can be done through help of Microfinance Institution.
Newspaper advertisement for high potential product while advertorial and product presentation
through Magazine which help to communicate the range of basket of health buddy
This generally for capturing as much space and attention of buyer at GT.
Basically dealer Boards & Signage's, Wall Paintings etc.
Trade marketing will consist sampling activity in weekends at hyper markets. Rack Merchandising
in MT. Shelf space in GT. Participating in Trade Fair like food & Hospitality this will gunner more
B2B clients
Digital platform is to share all things day to day basis the fun and updating people fun of having tea new offers
everything which we miss in Other media vehicle. SEO optimization for e commerce, face book, twitter,
advertisement through Google AD Space.
DIGITAL
I would suggest Kolkata to be area of roll
down model. But target must be the South
India market.
Maket have lot of scope and still developing
Focus Urban cities like Bangalore, Chennai,
Coimbatore, Trivandrum, Hyderabad,
Secunderabad, Vizag, Cochin, Mangalore etc.
Distribution model kindly refer to FMCG
Distribution Basic Model.
PLACE