DARJEELING TEA
Case Study Presentations by
VETHIKA AGARWAAL
vethikaagarwaal28@gmail.com
9810032796
CASE SYNOPSIS
SITUATION
Having been in the
business for more than 50
years, our client has build
a multi-million dollar
brand with 5% of sales
coming from the age old,
Darjeeling Tea. Though the
brand is very passionate
about tea, there has been
limited attention which is
being payed on it.
APRAJITA MISHRA HARSHIT SHARMA
aprajitam07@gmail.com harshitsharma1805@gmail.com
9911014128
The
SPADES
COMPLICATION QUESTION ANSWER
An overall plan to improve We would reach to the
With significant loss of
the consumer experience solutions by studying
customers and revenue,
and securing the product consumer behavious,
how to regain
quality while growing identifying the lapses in
profitability and devise
shares in the international the supply chain,
strategies to increase
market. subsequently reaching to
tea revenue and
Reviving the tea brand by the solutions followed by
enhance customer
forming an effective sales ascertaining there
experience.
and promotional strategy.. feasibility.
8700404334
 SALES AND PROMOTIONAL STRATEGY PRICING TACTICS
Revival of brand while Darjeeling tea segment of
maintaining profits business
The general
Substandard tea imports REVIEWING European market demand The pricing will vary as per quality:
Low yield of plantations Sluggish increase in prices pricing would
Whole leaf- ₹700-1,500/kg
follow a
Broken and fanning variety- ₹300-500/kg
Speciality Teas- ₹6,000-14,000/kg range. These
Beginning with an
Crafting a brand story
figures are
expansive digital indicative of
Restore the premium

marketing of product AWARENESS value of darjeeling tea the premium

Impact of climate change Exploiting trade policies pricing that
on production can be
Pricing differs across different varieties charged by
Customer-centric Earmarking darjeeling tea the company.
of tea with a premium of 10% - 15% over
research and its segment
APPROACH

average price on customisation.

Streamlining and Overcoming market

simplifying supply chain disruptions ,researching
operations ways out Darjeeling Tea Fierce loyalty among
The parent company should
Expanding e-commerce Searching potential faces stiff the consumers
decide on a pricing objective
and global networks for markets and expanding competition from towards a particular
for instance, Tata Tea’s
expansion existing ones local tea producers brand of tea
Premium’s pricing objective is
strategising for a pricing Promoting fertilisers and and organised heightens the
‘Product-Quality Leadership’.
policy soil quality enhancers company products. challenges faced by

Informing authorities to Incentivising darjeeling tea

parent producer.
take action against fraud plantation

re-exports Scaling purchase frequency Selecting Pricing Objective Competitors Buying habits of people
Partnering with domestic Making product fit to

firms of export nations to different market

environment
Factors taken into consideration for pricing
seek help in expansion
SECURING PRODUCT QUALITY & SAFEGUARDING FROM EFFECTS OF CLIMATE CHANGE

Quality check before final nod for

Geographical Factors
the market
il ty Topography and geographical
factors of Darjeeling are naturally
After harvesting, tea experts taste varieties
of tea to ensure it retains its original flavor. Branding Darjeeling Tea

r Qua
beneficial . Only approved teas are deemed suitable to By increasing the brand value,

be sold . we can be hopeful that the tea

industry will be getting higher

Expanding share in International Market

o
Sticking to traditional techniques Attention to
Harvesting premium.

eri
With most teas being cultivated through It adds value to
the quality

Sup modern, machine-based production and freshness of the blends. Infiltration of

Nepal Tea
models , output quantity is impacted and Handpicked to provide the Nepalese Tea has taken over
has lead to an apparent drop in quality. real, authentic flavor of tea. the market owing to the

similar notes, lower price and

BIOGENICS APPROACH Technological and

lack of awareness.
PRECISION FARMING
-Approaches involving intravarietal and financial BOOST Precision agriculture is based on site-specific Installing a mechanism to
interspecific hybridizations have also been
tapped as means of introducing desirable
Technologies to boost climate farm management that helps to save farmer’s filter out the Nepalese Tea
resilience and reduce the carbon resources and reduce environmental pollution. It
traits.
footprint of agriculture are often widely employs advanced technologies like drone
(varieties like Illam) thatare
-The approach is facilitated by the availability
of diverse genetic collection, continuous known and tested. The bigger observations and satellite-retrieved data as well almost identical to Darjeeling
germplasm enrichment through material
transfers between research institutions and
challenge is to train and finance as online farming software for data processing Tea.
farmers to adopt them. and interpretation
the comparatively low operational costs
involved
Global e-auctions
An idea that wasn’t given
SAFEGUARDING EFFECTS
relevance in the early
OF CLIMATE CHANGE 2000skeeping in mind the
insane price hikes, however ,
Sustainable Practices due to drop in the overall
-Drip irrigation and greenhouses, can manage limited water SPONSORING tea plantations
international market, setting
resources and reduce vulnerability to climate change. Consumers can sponsor a bush who in turn benefit by
-Approach to light filtration can manage temperature increases.
up global e-auctions can be a
getting the tea on their sponsored plantation for free! This
-Shade nets can improve conditions for livestock. Shade trees can geeat way to expand among
way they are closer to nature and inclusive in the tea
be grown with coffee and cocoa trees to keep temperatures low
making process. Ensures more pay to the workers and the tea connoisseurs around
and stable, while decreasing erosion and improving soil health.
eliminates the unnecessary middlemen. the globe.

 IMPLEMENTATION
ACTION PRIORITY MATRIX TIMELINE
Expanding e- Restoring the premium
commerce and global value of Darjeeling tea.
networks. Overcoming market
Phase 1- Phase 2 - Phase 3 -

MAJOR PROJECTS
Strategising pricing disruptions and
eliminating middlemen.
Short Term Medium Term Long Term
policy.
QUICK WINS

Promoting fertilisers Overcoming problems of

climate change and
and soil quality, thus To be implemented within To be implemented within To be implemented after
consequently boosting
creating a sustainable 6 months 1 year an year
yield of Darjeeling tea.
organic oasis.
- Expanding e-commerce and -Overcoming market -Spreading awareness against
global networks. disruptions and eliminating exploitative trade policies and
Scaling purchase Spreading - Strategising pricing policy. middlemen. correct information about labour
frequency. awareness about - Restoring the premium -Solutions against climate laws.
IMPACT

THANKLESS TASKS
trade policies value of Darjeeling tea change and boosting yield. -Incentivising tea plantations.
and labour laws. against its competitors.
Incentivising tea - Improving soil quality,
FILL - INS

plantation. fertilisers and shifting

towards organic means.

EFFORT