MARKET DESCRIPTION

Tata Tea is India’s largest packaged tea brand. Today, 1 in every 3 household consumes tea
from the brand’s extensive range of variants. With 4 national and 3 regional brands, Tata Tea
keeps the diverse preferences of its consumers in mind, offering a varied range of flavours
and tastes in its portfolio of tea products.
Market share- 30%

HUL (Hindustan Unilever’s) Tea Brand beverage portfolio has brands like Taaza, 3 Roses,
Brooke Bond, Taj Mahal.
Market share- 27%

Wagh Bakri Tea Group, well-known for its premium teas, is having a presence in tea
business since 1892. Today Wagh Bakri Tea Group owns and operates, under its umbrella,
one of the leading packaged tea companies in India with a turnover of over Rs 1500 Cr anf
over 40-Million Kgs of tea distribution.
Market share- 8%

Twinings is one of the oldest tea companies in the world and has a incredible heritage, with
10 generations of the Twinings family at the helm. Twinings have become one of the world’s
most loved tea companies over its 300-year history because they never stop learning,
experimenting and inventing.
Market share- 2%

Market Share

Tata Tea HUL Tea Brands Wagh Bakri Twinings

 TARGET AUDIENCE.
1) Young professionals.
Young adults have developed a taste for posh teas as they turn away from traditional cuppa.
Research shows that people aged 25 to 34 (37%) have tried five or six different types of tea at
home or at work compared to people aged over 55.
More than half of the people aged over 55 who drink tea once a day or less say it’s because
they prefer coffee, according to research by consumer analysts.

2) Travelers.
Tea makes the ideal travel brew as it occupies very little space and can be relied upon for
relieving a number of ailments when on long journeys. And for tea lovers, missing their
favourite hot beverage is almost like a nightmare. While tea bags are the most convenient
forms of tea as they offer convenience and are completely light weight and are allowed to
carry on luggage.

3) Fitness.
Drinking tea as a pre workout drink can help you see results faster by boosting your muscular
contractions. The balance caffeine levels in tea effectively increase the amount of fat used to
power your workout and increase the time it takes your body to reach fatigue so you can
exercise longer.

PRODUCT LINE

1) Chai
2) Masala Chai
3) Green Tea
4) Tulsi Ginger Green Tea
5) Lemongrass Ginger Green Tea
6) Rose Tulsi Green Tea
7) Assam Tea
8) Darjeeling Tea
9) Chamomile Tea
10) Herbal Tea

PRODUCT PRICING

Pack of 10 Tea Bags- Rs 200

Pack of 15 Tea Bags- Rs 300
Pack of 30 Tea Bags- Rs 555
Pack of 50 Tea Bags- Rs 925
 4 P’s

1) Product.
 Design & Style
 Quality & Quantity
 Flavours

2) Price.
 List price
 Discounts
 Allowances

3) Place.
 Channel of distribution
 Logistics & Inventory
 Websites & Social-media

4) Promotion.
 Digital marketing
 Free samples
 Websites & Social-media