Position of Goodricke Group Limiteds

Packet Tea products in Modern Trade

sector of Kolkata
Under the guidance of:
Ms. Tavishi
Asst. Professor
Department Of Economics
Amity Business School

By:
Arnab Goswami
B.Tech (MAE) + MBA [2010-15]
Enrollment No: A2325010014
Roll No: D/10289

Goodricke Group Limited

Goodricke Group, one of the major tea plantation
companies in India, was incorporated in West Bengal
on 14 June 1977 as a Public Limited Company under
the provisions of the Companies Act 1956 (Act).
The company grows, cultivates, manufactures,
treats, blends, processes, buys, sells and deals in tea
in various forms.
The Goodricke Group at present has 30 tea gardens.
Of these, 18 estates are in Darjeeling and Dooarj in
the state of West Bengal and 12 are in the state of
Assam.
Goodricke annually produces 30 Mn Kgs of tea.

Indian Tea Industry

Tea production for 2013 in
the country was pegged at
1,200 million kg.
India's north-eastern Assam
state produced 618 million
kg tea in 2013, more-than
half of the country's total
production.
India is the second largest
producer of tea in the world
and contributes to around
30% of the global tea
production.
The market size of tea is
estimated to be approx.
Rs.10,000 Crore with a
penetration of more than
90% in the domestic market.

Current Packet Tea Market

Market size 350 mn kg
(approx) growing @15%
annually.
Highly proliferated, matured
market with more than 300
brands.
Market leaders Hindustan
Liver Limited & Tata Tea
(40% share among them).
The next major players
Duncans, Eveready,
Goodricke, etc. have strong
regional presence.
Categories Premium
(Rs.75+); Popular (Rs.6575); Economy (below Rs.65).

Project Objectives
The initial objective of this project was to study the
different types of Packet Tea of Goodricke Group
Limited found in Modern Trade Outlets in Kolkata.
To study the competitors of Goodricke in the Packet
Tea market.
To know the customer response to the brand.
To know the customers perception and awareness of
Goodrickes Packet tea.
To analyse the performance of Goodricke Group
Limiteds packet tea products with respect to
competitors using the help of market survey and
research in the city of Kolkata.

Field Work
Goodricke Group Limited has a few distributors for
the market in Kolkata.
PS Enterprise is one such distributor enterprise
which is responsible for the Modern Trade market
in Kolkata. PS Enterprise employee, Mr Biplab
Sarkar, with whom the research was carried out, is
the Sales In charge for Goodrickes Packet Tea
department.
The market research was done with him during the
time he served the standalone departments stores
across the city every day.
The Sales-In charge covered 4-5 different stores
each day from Monday through Saturday.

Modern Trade Outlets

Goodricke Group Limiteds packet tea products are found in
the big three modern trade outlet chains in Kolkata. They
are namely Spencers, Food Bazaar and Arambaghs. A total
of 56 supermarkets in Kolkata keep Goodricke products in
their shelves out of which a total of 36 were visited.
Date

Route Covered

Number of Outlets

21st May 2014

Gariahat, Rash Behari Connector

22nd May 2014

Ajay Nagar, Hiland Park,

27th May 2014

EM Bypass, Baghajatin.

28th May 2014

Garia, Patuli

29th May 2014

Lee Road, Camac Street

2nd June 2014

Salt Lake, Lake Gardens

3rd June 2014

Jadavpur, Prince Anwar Shah Road

9th June 2014

Tollygunge, Alipore

10th June 2014

New Town, EM Bypass

12th June 2014

Lansdowne

Goodricke Packet Tea SKU

Brand

Packaging Type

Weight(in gms)

Roasted Darjeeling

Plastic Jar

250

180

Plastic Jar

100

80

Tea Bags

Thurbo Darjeeling

Premium Darjeeling

25

Castleton Premium: Blue Caddy

Price (in Rs.)

50

Packet

250

155

Packet

250

190

100

90

250

125

Packet
Tea Bags

Castleton Vintage: Black Caddy

No. of tea bags

Tin Box

150

25

46

250

500

100

250

Tea Bags
Tin Box

100

100
100

650
525

Products Category

Products Category

Sales
The following products sell best at
the modern retail outlets:
Roasted Darjeeling
Thurbo Darjeeling
Premium Darjeeling
The following products sell
reasonably at the modern trade
outlets:
Khaass Exclusive Assam CTC
Barnesbeg Green Tea
Castleton (Exclusive, Blue,
Black)
The following products sell slowest
at the modern trade outlets:
Chai
Zabardast

Promotional Offers
Buy TWO Goodricke
Roasted Jars (250gm)
and get a Roasted 25
Tea Bags Pack worth
Rs.50 FREE.
Buy Goodricke Khaass
CTC Tea (250gm) and
get 250 gm Sugar
FREE.
Buy Goodricke Khaass
CTC Tea (250gm) and
get Tupperware FREE.

SWOT Analysis

Observations
Darjeeling products, especially Roasted, Thurbo, and Premium
sell out quite fast.
The company faces stiff competition from HULs Brooke Bond
and Tata Tea in CTC products.
Customers are well aware about the availability of Goodricke
in the market.
Customers had pointed out that Goodricke tea is affordable.
Goodricke teas Darjeeling drinkers are not going to shift
easily to other brands and also urge friends and relatives to
drink the same.
The same cannot be said about CTC tea (Khaass, Chai,
Zabardast) as it was seen that customers preferred Brooke
Bond or Tata Tea products in the CTC category and do not
want to shift towards the newly launched Khaass Exclusive
Assam CTC Tea.
Quality of the tea and the superior packaging styles of
Goodrickes Darjeeling Tea products in wooden boxes and tin
cans are inspiring factors.

Recommendations
There is a strong need for television ads and other forms
of advertisements for Goodricke products, discounts and
offers.
Goodricke must focus strongly on making sure that all
their SKUs are present at least in the category primary
non-paid visibility at all times in all the 3 Modern Trade
chains (Spencers, Arambagh, Big Bazaar).
Increase the use of secondary visibility (End caps, 4-way
browser, 2-way browsers and Crocodile bins).
The company employs 3 promoters or sales-person for
Spencers who keep rotating between the 6 big Spencers
hyper stores. The company may hire at least 2 more for
Spencers hyper and 1 for Metro Cash N Carry.
Point of sale material was nowhere to be seen and it
was found that the company does not currently use that
form of promotion. Point of sale promotion (next to checkout counters) is a step that could be used to draw the

Recommendations
Distribute free samples to customers at the modern
trade stores.
Develop alternate channels to reach the doorsteps of
consumers like Petrol Pumps, Army Canteens and
Indian Railways by providing free cups of tea.
Create exclusive brand imagery by promoting packet
tea category with the help of advertisements in
Newspapers, Local Magazines, Display inside and
outside the stores, etc.
Aim for the youth and generate their attention by
promoting via social networking websites like Facebook,
Twitter, etc.
Goodricke has already tied up with IRCTC (Indian
Railway Catering & Tourism Corporation) and CSD
Army (Canteen Stores Department). The company
can also tie up with :-

Thank You !!!