Zone A BROOKE BOND

Institute Name: IIM Calcutta Team Name: Eagles_IIMC Team ID:

3008
Key Case Decision - Marketing Asset vs New Revenue Model The Brooke Bond Taj Mahal tea house concept aims to do both. How do you plan to deliver
these objectives?

The Brooke Bond Taj Mahal Tea House will continue to remain the marketing asset it already is. In addition to this we are planning to
strengthen this marketing assets value by introducing Taj Mahal Studio, a classical music concert in Tier-I cities, recordings of which will be
posted on Digital media platforms (YouTube/Hotstar/Amazon PrimeVideo).

For the New Revenue Model, we are proposing to open 5 new company owned outlets (in Kolkata, Bangalore, Delhi, Lucknow and Jaipur),
similar to the one located in Mumbai, but with a few tweaks in the nature of music and interiors. In Kolkata, we are planning to have
Rabindra Sangit music, interiors design portraying the rich history of Bengal and we also would like to try out local poetry and plays. In
Jaipur, our major target segment is the tourists, we plan to use a palace room as our location, interior designing focused on the Raajasee
history of Rajasthan. In Delhi and Bangalore, the plan is to have fusion of old Bollywood songs and classical music as the crowd would
connect to it comfortably.
We are expecting a major chunk of revenues to come as a result of increased footfalls.
What is the activated consumer insight with respect to the Out of home opportunity? How will you grow the Taj Tea house presence (more outlets / more
footfalls), who would your customers be and what will you do to make the tea house relevant for them?

We plan to invest in 5 more outlets in cities that have large population with High Disposable Incomes, healthy interest in classical music and
love for tea. Kolkata, Bangalore, Delhi, Jaipur and Lucknow are the cities we have chosen. So, we want to increase the number of outlets and
footfalls as well.

We are targeting customers with high disposable incomes, affinity to tea and music and who would love to spend time in hustle bustle free
ambience. We are targeting an age group of 18-32yrs in Bangalore, 25-50yrs in Kolkata, Lucknow, Jaipur and both age groups in Delhi.
The highly differentiated ambience of the Taj Mahal tea house from regular coffee/tea places is the key factor which makes it relevant for
customers. Our target groups in different cities are people who would love to spend time in serene and calm tea house ambience, have a
liking of tea and classical music.
Business: Touch upon your proposed business model and potential revenue streams.

Our main focus is to increase the brand equity of Taj Mahal Tea which in turn will have two fold effects. Firstly, it would increase the footfall
in Taj Mahal Tea house and secondly, increase the sales of Taj Mahal tea. We would initially focus on the five company owned outlets which
could later be leveraged for growth of franchise based model. We plan to initially invest 10 crores for setting up these tea houses at these
different locations. Along with this we plan to generate revenues from concert tickets that we plan to organise each month at various
locations under the banner of Taj Mahal Studio. The recordings of these would help us create a Brand Equity for Taj Mahal Tea and Taj
Mahal Tea house. As we start to gain substantial amount of revenue that is from the second year by our Tea Houses we plan to start
franchising out Tea house to gain a greater market share and greater brand recognition. The initial plan is to franchise new stores in the
cities where our company owned Taj Mahal Tea Houses are present so as to lower the operational cost of these franchise. Then we plan to
start operating in other Tier-I cities such as Ahmedabad, Hyderabad, Chennai, Pune.

The Taj Mahal Studio would organise concerts in Tier-I cities by collaborating with National awardees in Hindustani Classical music which
would create a brand association with Indian culture. We would also capitalize these events to create a pool of recorded videos which would
be posted online on a regularly basis and would act as rich media communication to communicate with potential customers of Taj Mahal Tea
as well as Taj Mahal Tea House.
The marketing campaigns as described in the following section is primarily work in two ways: -
It would increase the Brand Equity by increasing on the Brand Recognition.
It would also increase the footfall by increasing awareness about the place among potential customers.
By this model we expect the revenue of our Tea Houses to grow at CAGR of 10% and we expect to breakeven from the third year keeping in
mind the various ups and downs of the market.
Building Brand Equity for Taj Mahal Tea How will you tie in your marketing plans for and at the Tea house to deliver value for the Taj Mahal tea brand at
scale?
We plan to do extensive marketing of Taj Mahal Tea House through social media platforms (Facebook, Twitter, YouTube), digital and mobile
entertainment platforms (Hotstar, SonyLiv, Amazon PrimeVideo), radio, print media (magazines). We will be uploading recording of the Taj
Mahal Studio performances in Youtube. We are expecting this studio concept to raise high degree of awareness as the target audience is
already accustomed to these kind of shows. New video advertisements have to made with focus on (i) the serene ambience of tea house, (ii)
Exotic varieties of teas served, (iii) Healthy properties of tea and (iv) Taj Mahals classical music connection. Advertisements of the bi/tri
weekly concerts in the Tea house itself by local classical gurus will increase footfalls as well as create a strong equity for Taj Mahal Brand.
This intense marketing strategy should strengthen the Taj Mahal Tea Brand too.
We will try to keep the interior of the tea house Instagram-friendly so that people would themselves in social media promotions. We look
forward to invite travel bloggers and food bloggers; this would add to organic marketing.
Any other details:
We have chosen places which have a rich cultural association with Indian Classical Music and also have a substantial amount of tea consumption.
To maintain the exclusivity and premiumness of the Taj Mahal brand we would limit the growth of Taj Mahal Tea House to Tier-I cities.
We plan to get the initial capital investment from HUL as we believe the Tea Houses to increase the Brand Equity of the company hence
would recognise this as a marketing expense of the company.