MARKET SURVEY RESULTS:

AGE:

Most of the tea consumers we found are from age group og 16 to 35 as they are more prone to
taking surveys and also reaching this group was comparatively easy.

BENEFITS OF TEA:

We found out that people consume tea majorly to keep them active and also because of their
habit of drinking tea on daily basis.

WHITE TEA: 90 percent of survey takers are consuming or willing to consume White tea which
shows the potential of white tea market.
MARKET SEGMENTATION
White tea demographics:

We are focusing on age segmentation between 16-35 because this age group is most health
conscious; want to remain active and look slim and smart. Also they are the major consumers of
tea.

MARKET TARGETING:
After the process of segmentation the next step is to decide how to target these particular groups.
There are two targeting options we as an organization can adopt.

OPTION 1:

Undifferentiated Marketing:

Sometimes also referred to as mass marketing the firm may decide to focus its resources at the
entire market with just one product. For e.g. Coca Colas original marketing strategy was based
on this form. Just one product aimed at the mass market in the hope that a sufficient amount of
buyers would be attracted
OPTION 2

Concentrated Marketing:

Where the organization concentrates its marketing effort on just one particular segment. The firm
will develop a product that caters for the needs of that particular group majorly.

After market survey the inference and results found are:

POTENTIAL MARKET FOR TEA

Age Group 16-25 26-35

Population Ratio 21.80% 15.60%

Total Population of India 130 crore

Target Population 3,00,00,000 6,00,00,000

Total Cups / Day More than 12 crores

Average amount of Tea / Cup 2 grams

Totals Grams / Day 24 crore grams

Total Kg 24,00,00
Potential Market for White Tea

Age Group 16-25 26-35

As per the ratio of sample to population

Population Ratio 21.80% 15.60%

Total Cups / Day 2.4 crore

Amount of Tea / Cup 2 grams

Totals Grams / Day 4.8 crore

Total Kg 4.8 lakhs

Based on the willingness of people to consume tea the market potential of White tea is very high.

White Tea Potential

20%

80%
Current Market
Potential Market

White Tea Potential (16-35 Age)

Current Market 20%

Potential Market 80%

 POSITIONING OF WHITE TEA:
White tea is known to be one of the most delicate tea varieties because it is so minimally
processed. White tea is harvested before the tea plant’s leaves open fully, when the young buds
are still covered by fine white hairs, hence the name “white” tea.

Health Factors:

Burning calories is not easy- it takes a lot of effort to remove huge amounts of fat, but with the
help of the white tea extracts, you can easily speed up the burning process. Researchers have
discovered that drinking a cup of white tea daily will boost your metabolism from 8 to 14
percent, that’s why they highly recommend it to those who are looking for a quick method to
lose fat.

As white tea is less processed, it retains a higher amount of antioxidants, compared to green
tea. White tea contains the same types of antioxidants as green tea, but in greater quantity. Hence
gives better health benefits than green tea.

Hence looking at the trend of being healthy and slim in this age group, Health is being chosen to
position upon. It leads to one single product that is White Tea.

Following are the results of research conducted to verify the existing picture of White Tea that
matches to what we are going to position our New product on. The rating is average rating based
on the total number of ratings.

Rating (16-35 Age)

Color &
Type Health Taste
Smell

White Tea 4 3.44 3.43

Green Tea 3 3.5 3.45

PRODUCT AVAILABILITY :

 Tea Bags

 Family Pack

 Jumbo Pack for Restaurants