ConSulTISS

The Case Challenge

Team Name:
593840-UU52L7H3

Nishtha Grover
 CASE OVERVIEW
Reasons for drop Understand what
50 years old Problem Area:
Sales Spilt: in sales: has happened and
business Market sales
Russia & Ukraine strategies to grow
started with declined
Darjeeling tea war the brand back
Darjeeling tea at 2%, brand sales
<5% Climate Change without lowering
then expanded declined by 15%,
Other product Competition from the profits
to various the despite selling 10
lines >95% substandard
product line. million packets.
Nepal Tea

Sales and Promotional strategy for Pricing of the product

brand revival Client Premium (Speciality Stores) 1680 (12% YOY)
Position as a premium Storytelling Client Own Brand (Grocery) 900
brand Reinforce the unique
To maintain Profit, Client is recommended to launch
Position as premium 1 6 attributes of
Darjeeling tea, such
varieties of Tea with differential Pricing model.
brand by highlighting
the USP to compete as its distinct flavor, Sustain Competitive edge: The client should
origin story and position the product as premium brand and
Nepal Tea.
superior quality. still have price lower than its competitors.
Collaborations and
Partnerships
2 5 Influencer Marketing Substitute in check: The First Flush
The influencers Darjeeling Tea is premium product than
Partner with tea shops,
can help to spread Nepal Tea, hence other varieties can
cafes, and restaurants to
the word about compete with Nepal tea not first flush.
promote Darjeeling tea
Darjeeling tea and Accommodate Marginal increase Input
and offer tastings
reach new cost:The rising input cost @10-12% should
Community Saviour audiences.
The profit percentage 3 4 Tea Garden Tourism
be marginaling incorporated in the current
to welfare of of Tea price and the increase cost on suggestions.
Offer tours and No Previous increase in MRP: Since, client
pickers community tastings to visitors, giving
and thrive their didn’t increase much prices in past as
them an opportunity to
tradition. competitors, client can leverage this
learn about the tea-making
process. opportunity.

SWOT Analysis of Client’s Business

STRENGTH WEAKNESS OPPORTUNTIES THREATS

Unique taste and Limited production Growing demand for Competition from other tea
aroma specialty teas producers such as Nepal
Lack of standardization Tea
Geographical Expansion into new
Indication (GI) tag markets Climate change
High price
Strong brand image Innovation and product
differentiation
 Recommendations to secure the
product quality and grow the market
share in the international markets
Focus on Quality Control
Ensure that all stages of the tea production
process, from cultivation to processing and
packaging, meet the highest standards.
Invest in Research and Development
Identify new tea varieties and improve
growing practices such as weather sensitive
Tea range, fusion Tea with international
flavours.
Expand Distribution Channels
Develop an online store, selling tea through
online marketplaces, leveraging social media
to reach new customers and partnering with
retailers, wholesalers, and distributors
Expand in Other growing markets
Apart from Europe and Japan, the US and
Canada are also seen as growing markets for
Darjeeling Tea.
Invest in Low cost Marketing
Content Marketing through storytelling of
Darjeeling tradition and quirky Tweet on
special day - Valentine day “Who is your
Darjeeling Tea Date?”. Major Focus on
sustainability.
Recommendations for the Darjeeling
tea industry to safeguard from
climate change effects
Promote Climate-Resilient
Varieties
Cultivation of climate-resilient tea varieties -
DAR 41 ,NJP 77,AV 2, these are good
tolerance to drought, heat, and disease
Foster Community Engagement
Educating farmers, workers, and local
communities about the importance of
sustainable practices and climate change
impact
Implement Sustainable Farming
Practices
Implementing organic farming methods, using
compost and other natural fertilizers, and use of
renewable Energy Sources. Also,
install instruments that measure the rainfall
and temperature.
Wildlife corridor
A hub for bird conservation and through
avifauna-based
ecotourism, to provide a second income source
to the community
Water Management System
A tea bush spread in one hectare needs up to
four inches of water every month to survive, or
else it stresses the plants. So, implement proper
water management system.
THANK YOU !