Brand

Management

Brooke Bond Supreme

Faizmeen Noorani (11496)

Sana Khaleeq (12215)

LETTER OF ACKNOWLEDGEMENT:
We would like to express our whole hearted thanks to Almighty Allah by whose grace and blessings we
have the knowledge; insight and opportunity to this complete this report.

Most importantly, we are grateful to our instructor, Mr.Ejaz Wasy, whose continuous support, faith and
cooperation contributed significantly towards the completion of this report.

We would also like to thank Mr. ASAD SAEED, Assistant Brand Manager Brooke Bond Tea. Who gave up his precious time to
help us with this report by providing us all the relevant information regarding this
topic on 29th November,2013.

It’s been a pleasure to be students of Mr.Ejaz Wasey. His teaching has opened new portals for us in terms of experience,
knowledge and professionalism. We have gained a lot of valuable experience in this course which will surely benefit us
throughout our careers. As his students, we had an opportunity to
gain insight and exposure into real world. We are, of course, solely responsible for any errors, omissions.

Sincerely,
Faizmeen Noorani 11496
Sana Khaleeq 12215
Executive Summary
Unilever (Pakistan) Limited Formerly known as Lever Brothers (Pakistan)Limited is by far the largest and most
experienced fast moving consumer goods (FMCG) organization in Pakistan. Its beverages accounted for 40% of2002 r e v
e n u e s . T h e m a j o r t e a b r a n d s are
B r o o k e B o n d S u p r e m e , l i p t o n yellow Label, Pearl Dust and A-1 Karak Chai (formerly A-1 Kenya mixture chai).
Unilever has a dominant 35% market share in tea industry and is the leading player in the
packaged tea market.

This report talks about the Unilever Brand Brooke Bond Supreme. Brooke Bond Supreme is a brand of tea which is sold
throughout Pakistan. This report discusses the marketing strategies, marketing
objectives and a lot more which will give a better understanding of the overall brand.

This report will help in understanding the Brooke Bond Supreme brand better and how it is being managed and marketed by
the brand managers and the rest of the team. It also talks a little about the
perceived value by its customers and how the brand communicates with its customers.

Overall, the report will provide a look at Brooke Bond Supreme as an overall brand.
Table of Contents
About Unilever Pakistan 5
History 5
The Unilever Vision 5
Unilever Pakistan Ltd. 5
Unilever Pakistan Foods Limited 6
Brooke Bond Brands 7
Brooke Bond Supreme 7
Market Situation 8
Trends 8
Market Share 9
SWOT Analysis 9
Strengths 9
Weaknesses 9
Opportunity 10
Threats 10
Target Market 10
Consumer Personality and Characteristics 10
Positioning 10
Market Segmentation 10
Geographic 10
Psychographic 10
Brand Personality 11
Brand Differentiation 11
Benefits of Brooke Bond Supreme 12
Functional Benefits 12
Emotional Benefits 12
Marketing Objectives 12
Marketing Strategy 12
Overview 12
Product 13
Place 13
Place 13

Price 13Promotion

About Unilever Pakistan

History
UPL was established some fifty years ago in the then newly created Pakistan. The town of Rahim Yar Khan was the site
chosen for setting up a vegetable oil factory in 1958 and that is where the first UPL
manufacturing facility developed.

By far the largest consumer products company in Pakistan, UPL is a part of the consumer products giant
Unilever.
Today, Unilever Pakistan is a force to reckon with. Its contribution to Pakistan's economic development cannot be
overestimated. Now operating four factories at different locations around the country, the company contributes a significan
proportion of the country's taxes. It employs a large number of local managers and workers. It provides a pool of well-
trained and highly motivated manpower to other segments and has introduced new and innovative technologies into the
country.

The UPL Head Office was shifted to Karachi from the Rahim Yar Khan site in the mid 60's. By this time the once dusty and
sleepy village was the hub of activities for UPL. A residential estate situated near the factory is the home of UPL employees
at Rahim Yar Khan.
Unilever is one of the largest FMCG companies of the world, represented in 150 countries with over 200,000 employees. In
Pakistan, Unilever is one of the most prominent multinationals in the country operating though two affiliated companies’ viz
Unilever Pakistan and Unilever Pakistan Foods. The two public listed limited companies have 5 wholly owned and 7 third
party manufacturing sites across Pakistan and employees around 1,500 people on their payroll and many thousands
indirectly.
The Unilever Vision
“We help people around the world meet everyday needs for nutrition, hygiene and wellbeing, with brands that help people
look good, feel good and get more out of life.”

Unilever Pakistan Brands

Unilever Pakistan Ltd.
1. Badami
2. Blue Band
3. Brooke Bond
a) Brooke Bond A1
b) Brooke Bond Supreme
c) Brooke Bond Pearl Dust

4. Clear
5. Close Up
6. Comfort
7. Cornetto
8. Surf Excel
9. Fair & Lovely
10. Flora
11. Rin
12. Lifebuoy shampoo
13. Lifebuoy soap
14. Lux
15. Magnum
16. Pearl Dust
17. Pond’s
18. Rexona
19. Sunsilk
20. Lipton
21. Wall’s Desserts
22. Wall’s Heartbrand
23. Wall’s Kid’s Range
Unilever Pakistan Foods Limited
1. Energile
2. Knorr
3. Rafhan
4. Unilever Food solutions

Brooke Bond Brands

1. Brooke Bond Supreme (explained below)
2. Brooke Bond Pearl Dust:

Sindh is a land renowned for its strong traditions and culture; passion and hospitality is Pearl Dust’s citadel - an
experience in the making from where the Pearl logo acquired its iconic status ever since its launch in 1984.
Tea in Sindh, like other cultures in Pakistan, is taken very seriously; it is the cornerstone of hospitality and can make
or break relationships. In a society where traditions run supreme, Pearl Dust gives the family a chance to share a
personal moment together. Pearl Dust is a testament to a strong bond that brews.
Pearl Dust is currently advocating a health message emphasizing the goodness of tea.

3. Brooke Bond A1
Brooke Bond A1 is the strong cup of tea that gives the strength to face challenges and stand up for what you believe
in. Launched in 1996 the brand has a unique standing thanks to its strong blend which translates into the strength o
the common man.
Brooke Bond A1 reaches the consumer in quality packing which retains the freshness of tea. A1 is free from
adulteration and this is one reason why consumers prefer A1 over low quality tea.
Brooke Bond Supreme
In a land where tea is far more than just a drink of a specific season or region, Brooke Bond Supreme has always held its
head high. For decades now, Supreme has been the Pakistani consumer’s choice for taste
and quality and now, for health as well.

The Supreme tea blend is rich in Flavonoids which is associated with an array of favorable effects on human physiology, in
particular on cardiovascular health. Flavonoids help improve blood circulation which leads to a great deal of benefits to the
overall body, making Supreme a healthy beverage. With the consumer’s health at the heart of the brand, Supreme offers a
blend that is not only tasty but also
healthy.

Tea is harmful for your health? Darkens the skin? Dehydrates? Causes acidity?
Misconceptions of these sorts, still prevalent in the society, not only inhibit the consumption of tea but also prevent its full
health benefits from being obtained. Brooke Bond Supreme is the face of vitality, refreshment, quality and health in the
Pakistani tea circle. Providing and serving the best to you and your family time and beyond, Supreme is “brewing goodness.”

Market Situation
The tea industry in Pakistan constitutes the target market of nearly half of the population and the yearly consumption is
130,000 tons. The consumption rate is still accelerating at a fast pace, accumulates to be
6% annually.

Approximately 140 million kg of tea is marketed annually in the country of which 110 m kg is met by the
imports while the rest of the 30 million kg demand is fed by the smuggled counterpart.
Of the 110 million kg regular imports, 70 million kg is branded while the loose market makes up the rest of the 40 million kg.
Tapal and its multinational rival Unilever togther enjoy the biggest share of the branded market — 60 million kg leaving the
remaining 10 million kg for a number of other smaller companies

The preference of buyers shows the concern in quality, aroma, strongness and the nature of tea type. Normally the buying
decision of tea is taken by women aged 30 to 60. This category belongs to the dissonance reducing buying behavior where
there are not many varieties or differences are there.
However the involvement in the product is high. Due to the humid weather and the hectic lifestyle, tea works as an effective
stimulant. Another reason for tea being a popular stimulant is that coffee, a close
substitute of tea is comparatively expensive which most people cannot afford.

Trends
Brooke Bond Supreme is one of the largest selling tea brands of the country. At one point in time it held the position of
being the market leader. Looking at its position now, however it was not able to retain this position. There are a few reasons
due to which Supreme lost its market leader position:
 1) Supreme abandoned the unprofitable part of its portfolio. Although it was unprofitable it still got them
customers. By getting rid of these elements Supreme let go of its customers. One aspect of the portfolio they let
go was their sachets. Although unprofitable this helped it target the population of the rural areas who could
have been Supreme’s potential customers
2) Supreme also reduced the frequency of its promotions. This affected their sales highly because there was no
force pushing them to buy their product. Because there is a large competition in this sector and lack of
differentiation, customers are driven to buy a product due to its promotions. Supreme failed in this aspect.
3) Tapal came into competition. Tapal was successfully able to take over Supreme’s
customers while it was hibernating and not advertising.

Supreme, realizing the mess it had created re-launched itself as a healthy and tasty tea. This helped it differentiate itself as
no tea had ever positioned itself as a healthy beverage. Supreme once again started to take its place in the market and was
successful. According to the Unilever Annual report of
2012, the beverages category of the company had registered a growth of 13%. Brooke Bond itself

registered a double digit growth during 2012. The brand continues to build its image by establishing its
credentials on the health platform through sustained investments in promotions.
However, Supreme is yet to take over the Karachi market. Tapal introduced Danedar tea and now the population of Karachi
prefers Danedar tea. Supreme has to take steps to make its place back again in the
Karachi market.

Market Share
Product Market Share
Direct competition
Lipton 25%
Brooke Bond 17%
Tapal 22%
Tetley 8%
Unbranded Tea 40%
Indirect Competition
Brooke Bond A1
Brooke Bond Pearl Dust
Sohni
Kohinoor
SWOT Analysis
Strengths
1. Even with its typical red color, the packaging of Brooke Bond Supreme is liked by its consumers and is seen as being
distinct from other competitors.
2. The most well distributed Tea Brand in Pakistan. Can be found in big retail stores as well as small area stores.
3. To compete with Tapal Danedar, Brooke Bond has launched its assortment mixture and Danedar.
4. Tapped into an untapped market by promoting Supreme as a healthy tea. After being scientifically proven that tea is
healthy Brooke Bond turned an opportunity into a strength by positioning its tea as “Healthy and Tasty”
5. Pioneers of soft packing
6. Consistent quality

Weaknesses
1. No competitive advantage can be brought in this industry. Only massive advertising and promotional activities can
entice consumer for trial.
2. Lack of research and development

Opportunity
1. The consumption of tea increases with the growth in population. At the moment, the population of the country is
growing at 2.9% annually and tea at a rate of 6%. This means that there is a considerable opportunity for the growth of tea
in Pakistan.
2. Unilever is trying to produce tea in Pakistan. If this is successful, then much lower prices will be offered to consumers
and competitive advantage can be gained in terms of cost leadership.
Threats
1. There are increasing number of branded and unbranded tea in Pakistan with ample price difference
2. Unilever pays 80% as taxes on imported tea. This has resulted in a higher price for consumers.
3. Tougher business climate

Target Market
Brooke Bond targets housewives of the age 22-45 across Pakistan belonging to the LSM 3-7.
Consumer Personality and Characteristics
The Brooke Bond Supreme Consumer is a housewife who wants to overcome the challenges in her life. She always finds a
solution. She manages the budget and wants to be known as an efficient woman. She wants to have a good time with her
family and cares about her family’s health.

Positioning
Brooke Bond Supreme positions itself as a natural beverage that not only tastes great but is also healthy. It is a cup of tea
which strengthens family ties.
Market Segmentation
Geographic
Supreme segments its target market geographically. It targets the women of the Urban areas like Karachi, Multan,
Hyderabad, Quetta, Peshawar, Lahore and Islamabad.
Psychographic
1. Semi educated and beyond, and want to live their life to the fullest.
2. Highly influenced by other females
3. Run household and take the decisions related to grocery
4. Responsible
5. Concerned about their own and their families health
6. High on loyalty of brands if convinced on benefits

Brand Personality
Mr. Saeed (Assistant Brand Manager) explained the brand personality of Brooke Bond Supreme in one
word “Caring Harmonizer”. This explains the brand personality to be warm, health oriented and friendly.

The brand personality is conveyed by the brand through its campaigns and advertisements. They show
the importance of togetherness, family and love.
This personality is perceived by Brooke Bond Supreme consumers. The consumers of this brand of tea are usually
housewives who care about the health of their families and want to retain that love and
togetherness in the family.

An emotional appeal is used to attract potential customers. The brand conveys the message of time
moving forward and lives getting busier but Brooke Bond Supreme being there to keep families happy and together thus,
exhibiting its personality of Caring Harmonizer.

Brand Differentiation
Tea is taken to be a commodity in Pakistan. It is very difficult to differentiate between it. There are a few characteristics by
which tea is being differentiated in Pakistan:

1. Taste
2. Color
3. Strength of the tea
4. Type of tea (danedar, dust tea, leaf tea)

Brooke Bond Supreme found a unique differentiating factor for itself “Healthy”. After conducting research they found out
that tea is actually healthy. They then positioned Brooke Bond Supreme as
healthy and tasty.

This factor of differentiation also conveyed to the consumer the benefit that the tea was providing to its
consumers.

Benefits of Brooke Bond Supreme

Functional Benefits
Brooke Bond Supreme provides two functional benefits based on its positioning
 1. Good Quality
2. The tea is refreshing and healthy

Emotional Benefits
The emotional benefit of Brooke Bond Supreme which is portrayed through its advertisements and promotional campaigns
is:

“Brings families together with its rich tastes and traditions”

Marketing Objectives
The marketing objectives of Brooke Bond Supreme are:

1. Improve Market Share

2. Improve equity Matrix
3. Become the market leader
4. Create differentiation
5. Excellent Distribution

According to Mr. Asad Saeed (Assistant Brand Manager) the company cannot afford to differentiate their brand at the cost
of equity. Gaining equity and market share are the brand’s most important
objectives.

Marketing Strategy
Overview
Brooke Bond Supreme was the market leader in the tea category 10 years ago. It lost this position due to
the decision of letting go of the unprofitable part of the portfolio. This decision cost Brooke Bond Supreme its sales and
hence, the position of market leader.

Another reason that Brooke Bond faced its downfall was that it reduced its advertising around 4 years ago which let
competitors like Tapal take the lead. It came back with the proposition of Safe and Healthy tea and made its way back into
the market. Brooke Bond Supreme started conveying the benefits of its
tea which won a lot of consumers over.

According to Mr. Saeed (Assistant Brand Manager of Supreme), marketing strategy aims at making the
brand more relevant to its customers. Consumers always want relevance. It is necessary that the brand
talks about the right things with the consumers. The brand manager must always identify the important drivers that work on
the target market.
Product
There are three types of teas available in Pakistan:
 by whose grace and blessings we
port.

hose continuous support, faith and

report.

er Brooke Bond Tea. Who gave up his precious time to

egarding this

as opened new portals for us in terms of experience,

erience in this course which will surely benefit us

sponsible for any errors, omissions.

mary
akistan)Limited is by far the largest and most
akistan. Its beverages accounted for 40% of2002 r e v

nd A-1 Karak Chai (formerly A-1 Kenya mixture chai).

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13Promotion 13Pack

akistan. The town of Rahim Yar Khan was the site

e the first UPL

art of the consumer products giant

Pakistan's economic development cannot be

ound the country, the company contributes a significant
managers and workers. It provides a pool of well-
ntroduced new and innovative technologies into the

site in the mid 60's. By this time the once dusty and
uated near the factory is the home of UPL employees
nted in 150 countries with over 200,000 employees. In
country operating though two affiliated companies’ viz.
imited companies have 5 wholly owned and 7 third
00 people on their payroll and many thousands

n, hygiene and wellbeing, with brands that help people

; passion and hospitality is Pearl Dust’s citadel - an
d its iconic status ever since its launch in 1984.
ously; it is the cornerstone of hospitality and can make
eme, Pearl Dust gives the family a chance to share a
ong bond that brews.
zing the goodness of tea.

th to face challenges and stand up for what you believe

to its strong blend which translates into the strength of

ch retains the freshness of tea. A1 is free from

over low quality tea.
 r region, Brooke Bond Supreme has always held its
mer’s choice for taste

an array of favorable effects on human physiology, in

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r’s health at the heart of the brand, Supreme offers a

es acidity?
nhibit the consumption of tea but also prevent its full
e of vitality, refreshment, quality and health in the
mily time and beyond, Supreme is “brewing goodness.”

alf of the population and the yearly consumption is

accumulates to be

ry of which 110 m kg is met by the

gled counterpart.
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are of the branded market — 60 million kg leaving the

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ountry. At one point in time it held the position of

not able to retain this position. There are a few reasons
 olio. Although it was unprofitable it still got them
o of its customers. One aspect of the portfolio they let
target the population of the rural areas who could

ns. This affected their sales highly because there was no

a large competition in this sector and lack of
e to its promotions. Supreme failed in this aspect.
able to take over Supreme’s

lthy and tasty tea. This helped it differentiate itself as

e again started to take its place in the market and was

h of 13%. Brooke Bond itself

build its image by establishing its

promotions.
duced Danedar tea and now the population of Karachi
k again in the
 reme is liked by its consumers and is seen as being

big retail stores as well as small area stores.

ssortment mixture and Danedar.
althy tea. After being scientifically proven that tea is
ning its tea as “Healthy and Tasty”

massive advertising and promotional activities can

At the moment, the population of the country is

re is a considerable opportunity for the growth of tea

hen much lower prices will be offered to consumers

akistan with ample price difference

a higher price for consumers.

onging to the LSM 3-7.

ercome the challenges in her life. She always finds a

ent woman. She wants to have a good time with her

only tastes great but is also healthy. It is a cup of tea

men of the Urban areas like Karachi, Multan,

st.

y of Brooke Bond Supreme in one

warm, health oriented and friendly.

s and advertisements. They show

e consumers of this brand of tea are usually

etain that love and

d conveys the message of time

ing there to keep families happy and together thus,

entiate between it. There are a few characteristics by

“Healthy”. After conducting research they found out

me as

fit that the tea was providing to its

positioning
hrough its advertisements and promotional campaigns

y cannot afford to differentiate their brand at the cost

ortant

ears ago. It lost this position due to

s decision cost Brooke Bond Supreme its sales and

ed its advertising around 4 years ago which let

n of Safe and Healthy tea and made its way back into
ts

eting strategy aims at making the

nce. It is necessary that the brand
must always identify the important drivers that work on
 1. Danedar
2. Leaf Tea
3. Dust Tea

Geographically, different consumers prefer different types of teas. In Karachi, Tapal Danedar is the brand leader because the
people of Karachi prefer Danedar tea. When we move towards the interior areas of Sindh, Brooke Bond Dust Tea takes over
the market because the people of Sindh prefer a stronger taste and that taste is provided to them by dust tea. In the areas
of Punjab, the consumers prefer leaf tea so Brooke Bond Supreme is found in large quantities in the various areas of Punjab.
Place
They have distribution offices in different cities from where product is distributed to whole sellers. They have divided areas
into regions and then made distribution channels according to the demand of different regions and in this way their
distribution network is working successfully all over the Pakistan.

Brooke Bond Supreme has a very strong distribution. It can be found all over Pakistan from big retail outlets to small area
stores. However, Brooke Bond will be found in a larger quantity in areas of Punjab due to their liking of leaf tea but this does
not implicate that their distribution is restricted to only Punjab. Even in Karachi, Brooke Bond Supreme can be found in many
retail outlets.
Price
The pricing strategy of Brooke Bond Supreme is competitive pricing. When compared to its competitors Brooke Bond
Supreme will mostly be priced lower.

Packaging Size
95 Grams
190 Grams
475 Grams
1 KG
Jar (450 Grams)
Promotion
Brooke Bond Supreme uses ATL methods as well as BTL methods to promote the product. Brooke Bond Supreme started
advertising with its new proposition of “Healthy and Tasty”, they casted Shaan because
he is an actor who is known nationally in every household.

The latest advertisement they ran stared Akshay Kumar and Sonakshi Sinah. Mr. Asad Saeed the
Assistant Brand Manager of Brooke Bond Supreme said “Pakistan is a Bollywood driven country”. This advertising campaign
was a huge success throughout the country. It got a fantastic response and it is, now the most successful digital campaign in
the history of Pakistan. Through this campaign all the targets were met and the equity matrix of Brooke Bond Supreme sky
rocketed. The reason for launching this advertisement campaign that Mr. Saeed told me was that “health” was becoming
boring. They needed to add excitement and through this campaign they were able to put forward all three
components of the tea:

1. Health
2. Taste
3. Excitement
With the help of this campaign, users were starting to shift to the brand.
After this successful campaign, they came back with the message of togetherness in family. They conveyed the message tha
although time was moving fast there is always time for family and health.
Through this they showed their brand personality.

Brooke Bond Supreme uses media campaigns, radio stations, print advertisements and outdoor
campaigns for its promotion.

Packaging
In FMCGs, packaging and labeling plays an important part.

The color of the packaging for Brooke Bond Supreme is red. Even though Brooke Bond Supreme uses the
traditional red color, its consumers find the packaging attractive and distinctive from other tea brands on a shelf.

All Brooke Bond Supreme packages have “Healthy and Tasty” written on them.

Appendix
Brooke Bond Promotion (Advertising Campaigns)
References1. http://www.unilever.pk/our-brands/detail/Brooke-Bond-Supreme/328041/2. http://www.euromonitor.com/tea-in-pakistan
ent types of teas. In Karachi, Tapal Danedar is the brand leader because the
move towards the interior areas of Sindh, Brooke Bond Dust Tea takes over
stronger taste and that taste is provided to them by dust tea. In the areas
ke Bond Supreme is found in large quantities in the various areas of Punjab.

rom where product is distributed to whole sellers. They have divided areas
s according to the demand of different regions and in this way their
ver the Pakistan.

tion. It can be found all over Pakistan from big retail outlets to small area
larger quantity in areas of Punjab due to their liking of leaf tea but this does
to only Punjab. Even in Karachi, Brooke Bond Supreme can be found in many

competitive pricing. When compared to its competitors Brooke Bond

Price
Rs. 60
Rs. 114
Rs. 225
Rs. 595
Rs 275

as BTL methods to promote the product. Brooke Bond Supreme started

and Tasty”, they casted Shaan because
ousehold.

Kumar and Sonakshi Sinah. Mr. Asad Saeed the

me said “Pakistan is a Bollywood driven country”. This advertising campaign
ot a fantastic response and it is, now the most successful digital campaign in
l the targets were met and the equity matrix of Brooke Bond Supreme sky
ment campaign that Mr. Saeed told me was that “health” was becoming
ugh this campaign they were able to put forward all three
 ng to shift to the brand.
with the message of togetherness in family. They conveyed the message that
me for family and health.
y.

dio stations, print advertisements and outdoor

tant part.

eme is red. Even though Brooke Bond Supreme uses the

aging attractive and distinctive from other tea brands on a shelf.

y and Tasty” written on them.

paigns)
ail/Brooke-Bond-Supreme/328041/2. http://www.euromonitor.com/tea-in-pakistan/report3. http://www.unilever.pk/Images/UPL%20Annual%20Repo