Summer 2020 Supreme Tea Differentiation Relevance Brand Promise Core Target - Strength, floral Taste & Astringency in flavor/ effect - LSM 1 – 5 - Dedicated proposition in sachet packs for BOP - 24 – 50 years - Households/ Housewives Brand Delivery - Semi Urban (non-metropolitan) and Rural - 7 different SKUs (15 gm till 950 gm) - Penetration to the BOP through low cost sachets Core Needs & Insights - Emphasis on Taste – “Zaiqa apne pan ka”; quality is - Daily/ frequent usage of hot beverage when required maintained/ improved on tea types mixed - Strength, Floral notes, Brewing - Amplification of family values; “serving tea” Brand Character - Aspirational - desi; Familial; Singular (no variants); Caring/Parenting - Famous jingles to remember by Competitive Frame of Reference - Red Tea: Preference on strength - Popular Segment like Tapal’s Danedar and Eastern’s Vital - Pricing: competitive with other Red teas and lower than yellow teas (catering to the TG); higher than loose tea - Higher penetration into BOP market than other Red teas; lower market share than Tezdum (surveyed reason is better taster and value for money)