Presented By: Aashima Dua Abhishek Dua Amey Mairal Anurupa Banerjee Apoorv Dwivedi

2012005 2012011 2012035 2012059 2012061

HUL

INDUSTRY

CONSUMER GOODS

FOUNDED
HEADQUARTERS

1931
MUMBAI SOAPS, DETERGENTS, SHAMPOOS, SKIN CARE, TOOTHPASTES, DEODORANTS, COSMETICS, TEA, COFFEE, PACKAGED FOODS, ICE CREAM, AND WATER PURIFIERS.

PRODUCTS

BROOKE BOND
140 year old brand from Unilever Umbrella Brand for Tea Products in India and

Pakistan
Product Portfolio of Brooke Bond
Red Label Taaza 3 Roses

Taj Mahal Tea

TAJ MAHAL TEA

Started in 1966.

First Premium Tea in Market.

First to introduce tea bags in India. First and only tea brand in vacuum packs. Introduced Dessert Tea Concept in India.

VISION
Vision is to convert tea lovers into tea connoisseurs. To this end, Taj Mahal conducts tea appreciation workshops known as Taj Tea Trails.

Each session takes you on a fascinating tea journey

brewing to appreciating the finer aspects of tea.

SWOT ANALYSIS
Strengths Annual growth rate of 2% for tea. Abundant technical & manpower skills Good research support by tea growers Weaknesses Labour intensive industry. No effective Cost Management System Declining exports form India. Opportunities Export potential if production can be increased. Make tea more fashionable like coffee Come up with new flavours Large untapped rural market for branded companies. Threats Global Competition Low cost in countries like China, Kenya & Sri Lanka. Imports Rising cost of production.

STP OF TAJ MAHAL TEA

SEGMENTATION TARGET POSITIONING TAGLINE People looking to make tea instantly People in the upper and middle class As elegant and wonderful as Taj Wah Taj; Sirf Chai nahi ye hai Taj Only tea brand in India to be sold in Vacuum sealed packs

USP

C L A S S I C

N I L G I R I S

PRODUCT RANGE

WHAT WENT WRONG?

Product Quality
I have been drinking tea for quite a few years now, and

once I tasted Taj Mahal tea, I decided at once to stick to

this brand due to its aroma, flavor and big granules. However off late I am continuously finding it degrading its

quality. The granules are so small that a bigger part in

package is dust only.

Reduced Quantity
Consumers feel deceived as Taj Mahal goes on increasing prices with slowly reducing quantities.

DISTRIBUTION STRATEGY

Factory

Wholesalers

Retailers

Carrying and forwarding agents

Redistribution stockist

consumers

ENHANCED DISTRIBUTION
Taj Mahal Tea Lounge:
The Taj Mahal tea can open dedicated tea cafes on the lines of various coffee chains like Barista, Starbucks, CCD. These tea cafes would be selling different variants of Taj Mahal tea and offering snacks to munch

along with tea. These cafes would come up in

states of eastern India first preferably in cities Kolkata and Darjeeling to name a few as here

tea is preferred more than any other

beverages. The cafes would offer the

customers to purchase tea packets and tea

bags as well along with the consumption.

PRICING
Priced much higher than its main competitors such as Tata Tea Premium & Tata Tea Gold. Lower prices by Tata became one of the reasons for

losing market share of Taj Mahal Tea.

Customer Perception : A pack sold as 250 gm pack actually weighing 245 gm lead to dissatisfaction among the customers.

VALUE PROPOSITION
Wah Taj!

Sabse Khas Taj Ehsas!

Wah Wah Taj!

Hazarron Main Ek!

COMMUNICATION STRATEGIES

ADVERTS

IMPROVING COMMUNICATION
Start campaign on Facebook. Promoting Variants Promoting Mock Tails.

BRAND AMBASSADORS

PROPOSED BRAND AMBASSADORS

OTHER PROMOTIONAL STRATEGIES

Office Contracts:
Contracting with offices to have Taj Mahal tea vending machines at

corporate offices.

 Conducted by tea expert Yangdup Lama.

An ecstatic journey in knowing more about Tea. Endorsed by Saif Ali Khan.

THANK YOU...