From Dhivya

Business objective : To sell a beverage that which people will reach for whenever they want refreshment / to sell refreshment beverage tat suits for all ages Desired Action that we want : To make our beverage sell instead of soft drinks or water /. to increase sales in south india by 25% in three months/ to increase penetration rate in kolkata by 60 percent in this Q4/ to attract non - users so tat sales will increase by 20 % / to increase slaes volume by discount offers by 45% Every women should buy our product when they see our add. Every man should ask for it in home As most of the tea market is unorganized. Chai shops should push our prodcut Brand Personality : well known nutritionist , well known sports person (both make and female) or lke viswanath anand - to convey tat drinking tea makes mind sharp any time of the day Yuvraj shingh he has a mass image and CANCER surviver Personal media : tv and bill boards near super market or on the way to shopping area Pomp lets in newspapars Chemist or Pharma outlets Near ladies shops like dress and jewelary Driving Insight : Health issues Part of their daily consumption with BF and eve Snak Can be recommende by Doctors for substitute of SMOKE Reward Support : No side effects , flavinoids increase blood circulation (tis is the reward fr customers choosing tea instead of soft drinks) good flavour and aroma and health aspects are the reward fr choosing my tea brand instead of competitors Free tea cups with Twinpack of WHITE TEA Who are we talking to : wives and family as a whole too irrespective of its size and nature Health cautious people Sports persons Corporate worldthey can provide our tea for their employees communication objectives :

to communicate introduction of new flavour like badam or ginger etc introduction of new package : 250 gm pet jar- easy to handle pet jar discount offer of extra 10gms at the same price communicate health benefits of tea and to communicate its gud fr all ages esp kids and old ppl Communicate new ways of recipes prepared using tea : like ice tea, lemon tea etc communicate how its lot betr than competitor's tea - USP of this brand to convey contests(slogan contest, stories behind their like fr this tea brand) and win chance to visit places

http://www.commodityindia.com/templates/more_articles.aspx?gid=All&fn=tea040911
Branded tea market in India Mr. Sachen Verma, Senior Vice President Marketing of JV Gokal & Co.Pvt Ltd The Indian branded tea market is highly vibrant and full of challenges. This article looks at some of the interesting aspects constituting the branded tea market in India in the packed, tea bag and flavored tea segments. Branded tea market of India: not everybodys cup of tea India is a vast country of 1.2 billion populations spread out in 5000 plus towns and 6 lakh villages. It not only has a wide geographical spread but also has complex demographics, which lead to varied regional taste preferences creating challenges for any tea marketer. At least 6 months understanding and planning of the markets from a macro perspective is required to plan the market of any branded tea across India. Things are more difficult with most of the branded tea retail market in India being highly unorganized and being catered through 2.5 million grocery/kirana outlets. Industry segmentation and players Packet tea market is highly proliferated, matured market with more than 300 brands in the country though dominated by HLL and Tata tea which have presence in all pack size and price variants and jointly control a market share of 40 per cent of the packet tea industry. The next major players Duncans, Eveready, Goodricke, GPI, Waghbakri, Girnar, Sapat, Dhunseri,Mohini, Society, Marvel etc. have strong regional presence. In this segment there are 40 mid-size players having 80 brands among them. The remaining market is far more fragmented and shared between numerous small players. Tata Tea has Agni brand as key growth driver in the economy segment within packaged tea. Hindustan Lever has brands such as TajMahal, Red Label, Taaza, A1 and 3 Roses, which are all popular. While packet tea segment has more than 300 brands and is characterized by severe price competition, the teabag segment is a product category, which is not a mass product yet. The largest tea bag manufacturer in India which packs several of the leading tea bag brands Lipton, Taj Mahal, Tetley, Nestle, Double diamond etc estimates 7000 tons/annum as the tea bag consumption in the Indian with an annual growth rate of 20 per cent of which majority comes from the out of home segment. The current Indian tea bag market is similar to Russia in mid nineties when it was in nascent state and then showed a meteoric rise. It is estimated that by 2015 the Indian teabag market shall touch the figure of 15000 tons/annum. Market leaders of the packaged teas viz. HLL and Tatas hitherto had not shown much interest in teabags but both of them have become aggressive in last three years, as they have realized the potential of this category. Regional preferences in branded tea

Major players are offering different types of tea in different parts of the country with a focus on the quality perception of the particular demography. For example, in most cases the tea available in the south of India is mainly dust, whereas the norths Indians prefer leaf tea. On the other hand, western market of Gujarat and Maharashtra prefer good quality packet and loose tea while in MP and Rajasthan CTC fanning is the choice. States like West Bengal and Assam do not hold packet tea as a value for money and mostly go for loose tea. Pack sizes Most of the companies have tea in all pack size - 2kg, 1kg, 500gm, 250gm, 100gm, 50gm and 25gm packaging. There are also sachets, which are priced as low as Re.1. Various regions have distinctive packaging preference for poly pack and box pack (mono cartons). 250 gm size is the most preferred size. However, from the last two years on retail shelf one could find odd pack weights like 180 gm, 225 gm etc as a part of strategy of cost cutting by several companies by reducing the product quantity. Branded tea penetration is quite high in cities like Delhi and Ahmedabadwhen compared to other major cities in India. State No. of Household (in millions) 2.6 m 1.0 m 1.4 m 1.4 m 2.9 m 3.7 m 1.2 m 0.9 m Branded Tea penetration per cent 91 per cent 90 per cent 69 per cent 72 per cent 20 per cent 72 per cent 59 per cent 64 per cent

Delhi Ahmedabad Bangalore Chennai Kolkata Mumbai Hyderabad Pune

Flavored teas doing well The product diversification strategy by big players in tea industry has also lead to pep in flavoured tea production in last ten years. Tata Tea, Tajmahal and Twinings have introduced flavoured teas in the market. The different flavours that are available in Indian market are that of ginger, cardamom, lemon, earl grey (with bergamot essence), ashwaghandha,mulethi (yashtimadhu), and tulsi. On the other hand green teas sales have picked up on health grounds. Though Indians are hard-core black tea consumers, their interest in flavoured tea can be attributed to their curiosity to test new products and the change in trend in consumption. Flavoured tea market in India is growing at the rate of 25 per cent annually.

http://www.dnaindia.com/mumbai/report_tea-market-brewing-strong-inindia_1611772

Tea market brewing strong in India

Winters have knocked on our doors. The mornings these days bring with them a fuzzy chill, while shawls and quilts have replaced stoles and sheets in the evenings. Apart from the temperature, the arrival of this annual guest is also reflected in our grocery shopping list tea features in the top five items. But buying tea is no longer as simple as picking up a Tata, Lipton, or Red label tea pack. Earlier most of the good tea blends and leaves would be exported, so we had limited options to choose from. Today, a lot of variety is available, and fittingly, many are turning connoisseurs, says Madhav Sarda, managing director of Golden Tips, a company with a 75-year-old history in tea. With the arrival of many national and international brands, the consumer is spoilt for choices. Masala chai This is the tea which runs through every Indians veins. An early morning ritual for many, this tea flavoured with spices now comes in fancy packages in brands like Chaitime, Twinings and others. Simply put, this is the Assam CTC dust mixed with spices, brew it and youll get tea flavoured with a mix of cardamom, cloves, dry ginger and other spices. As a byproduct youll get protection from cold and flu, as the spices help build immunity. Darjeeling tea A connoisseurs favourite, the Darjeeling tea is originally from China. Sarda, whose estate produces some of the finest Darjeeling tea, says, The tea plant is called Camellia Sinesis, which has two variants, the Assam bush and the China bush. Darjeeling tea comes from the China bush. Interestingly, 150-years back the British planted some plants of the Chinese bush in Darjeeling. The unique climatic conditions offered by the district lent the leaves a distinct flavour, different from the original Chinese bush. Green tea This is the new entrant in the ever-growing list of teas. Giving a stiff competition to other tea blends, green tea sells for it aids in weight loss. Rupali Ambegaonkar, founder of the online teashop www.teacultureoftheworld.com, explains, Green tea is made solely with the leaves of Camellia Sinensis, that have undergone minimal oxidation during processing. From the same plant comes many variants like white tea, oolong tea, Tie Gua Yin tea, Japanese Sencha tea, Matcha tea. The names are differ depending on the processing. A google search on its benefits is enough to make you a green tea convert. The benefits are tremendous, but in broad spectrum it aids in weight loss, has anti-cancer properties, reduces cholesterol, controls diabetes, and keeps one young, says Rupali. Though 90% people opt for green tea for its slimming effect, she adds. Flower, herbal and fruit infusions Jasmine tea is passe, the latest to catch peoples fancy are pure flower, herbal or fruit infusions. Picked up by those who steer clear from the caffeine content in tea, flower or fruit teas are not made from the tea leaves but contain dried flowers and fruits. While the aroma is therapeutic to the senses, there are some health benefits too. Rose tea clears acne and alleviates mood, chamomile tea calms your nerves and is a great relaxant. Chrysanthemum tea reduces dryness of eyes and controls blood pressure. The good old jasmine tea is a mood stabiliser and an aphrodisiac. Lemon, citrus and mint teas aid digestion. Take a sip The variety is easily available at supermarkets like Dorabjees, Big Bazaar, Central, and others. If you want to explore international brands, check out Godrej Natures Basket (Dhole Patil Road), The Providore (Aundh), or Tutto Benne (Wanavdi and Koregaon Park). One can also order international teas from www.teacultureoftheworld.com or call on 9821743480. The Darjeeling fans can try Golden Tips, which is available at leading supermarkets, and offers countless varieties like the orange pekoe, first flush, second flush, earl grey, oolong, white tea and more.

http://www.marketpressrelease.com/Indian-Tea-Market-to-Reach-US-72-Billion-by-20161317105899.html

Indian Tea Market to Reach US$ 7.2 Billion by 2016

Tea is the largest consumed drink in India with the country also accounting for the worlds highest consumption of this beverage. Despite its high penetration, IMARC Group, in its new report Indian Diary Market Report & Forecast 2011-2016 expects the Indian tea market to grow at a CAGR of 11% during 2010-2016 reaching values worth INR 316 Billion (US$ 7.2 Billion) by 2016. Ravi Shankar, an analyst at IMARC Group expects a number of factors to drive this market in the coming years. According to Shankar, the penetration of tea is already very high in both the urban and rural regions with little product differentiation. As a result, manufacturers are now launching value added products to differentiate themselves from competitors. A typical example of such a product was the launch of Hindustan Unilevers Sehatmand, a packaged tea brand targeting low-income households in early 2010. The unique selling proposition of this product was the fact that it was fortified by a number of micronutrients. This product claimed that three cups of Sehatmand tea can provide consumers with 50 per cent of their daily requirement of micronutrients. Apart from value addition, Shankar expects the increasing institutional business and penetration of tea in the cold beverage segment will also drive this market in the coming years. Tea has been historically regarded as a hot beverage in India. In recent years, however, the popularity of ice tea has immensely increased. Shankar expects ice tea to account for more than 10% of the entire cold beverage sector in the coming years. IMARCs new report entitled Indian Dairy Market Report & Forecasts 2011-2016 provides an analytical and statistical insight into the Indian Dairy market. The study which has been undertaken using both desk research and two waves of qualitative primary research has analyzed three aspects of the Indian Dairy Market.