MAPPING CONSUMER PERCEPTION ABOUT TEA Prepared for BROOKE BOND TEA

Prepared by- Chandan JaiswalSaurabh KaraleyStuti MittalVishal BharadwajYogesh Mundhra

BACKGROUND

• Founded by Arthur Brooke, 1869.• Acquired by Unilever in 1982.• Brooke Bond is the most promising and

profiteering brand under HUL.• It has the strongest foothold amongst any of

the tea brands in India and touches the homes of over 500 million consumers.

• Positioned itself as an energiser drink to improve one’s start to their day.

Product VariantsTaj Mahal : India's best tea since 1966. It has been a pioneer of innovations in the Indian tea market: First premium tea First to introduce tea bags First and only tea brand in vacuum packs

Taaza: It entered the lives of the contemporary Indian housewife in the 1990s.It is a unique and refreshing blend of tea that's sprinkled

with fresh green tea leaves.

Contd…..3 Roses: 3 Roses is a 30 year old regional brand and is the market leader in Tamil Nadu. It has two functionally differentiated variants - 3 Roses Natural Care and 3 Roses Mind Sharp.

Red Label: It is a 107 year old brand and has tremendous equity and heritage in the Indian market. The oldest and largest brand in the Brooke Bond portfolio in

India

Sehatmand: Brooke Bond Sehatmand was launched in early 2010. Brooke Bond Sehatmadn with Vitamin Power, helps to

keep families healthier through their favorite daily beverage.

The Brand today

• Repositioning itself as being healthy and tasty.• Re launched Red label:Educating the

consumers to bust the age old myths of tea being unhealthy, by focusing on how flavonoids benefits.

• Hindustan Unilever launches ‘Brooke Bond Sehatmand’, a Tea with Vitamins.

• An innovation for the masses, with guaranteed vitamins in each cup, to help every family live a healthier life and help address micro nutrient deficiency

• Just 3 cups of Brooke Bond Sehatmand helps to satisfy 50% of the Recommended Dietary Allowance (RDA) of Vitamins B2, B6, B9 and B12

Research Objective• To understand consumer perception of tea:

– Overall/Spontaneous associations and perceptions

– Benefits of tea in general

Health and vitality perspective in particular

– Myths and misconceptions about tea both overall and from a health perspective

• Understand consumer perception & attitude towards tea in the

context of other beverages like coffee, fruit juices, bottled water,

carbonated drinks, etc.

• Also assess level of connect with youth

Research Approach

• It will be used to gain insight into people's attitudes, behaviours, value systems, concerns, motivations, aspirations, culture or lifestyles. Focus groups, in-depth interviews are some approaches that are used.

Phase I:Qualitative

Study

• The outputs of study will be quantified in this stage to further validate the results and give a concrete picture of the market reality.

Phase 2:Quantitative

Study

Research Methodology• The research methodology used is Exploratory Analysis study.

It can be performed by surveying certain people about their experiences. Interviewing those who are knowledgeable & who might be able to provide insight concerning the relationship among the variable.

• Results of this project will be beneficial to both the company and the consumers since the company will use these key findings about the consumer’s brand and consumption perception to design its marketing and other strategical concepts to position the brand in the consumers mind.

Contd….• Data will be collected at a single point of time. For the purpose of present study a

related sample of population were chosen for the sake of convenience.

• Primary data-  It is data which is collected by the researcher directly from the respondents.

       1.Observation : Data is collected based on observation done in the market 

2.Interview method: Collected some information by informal interviews by the target consumers at different places to formulate the correct questionnaire. Questions related to the survey were asked on one to one basis.

3. Questionnaire: Face to face interviews would be conducted using a structured questionnaire

Target Population

• Male/Female Mix : 50-50% split• Age Band: 20-70 years ( 70 & more)• Users-

Frequency- Drinks tea 2 times a day. Duration- Drinking tea since at least 6

months• Non-Users- Population who switched from tea to

some other beverages like coffee or juices

Sample• Random sampling   A sampling process where each element in the target population has a equal

chance or probability of inclusion in the sample.

• Judgmental Sampling Judgment sampling involves the choice of subjects who are most

advantageously placed or in the best position to provide the information required.

• Sample Size      A sample is a part of the total population .It can be an individual or a group

of elements selected from the population. Although it is a subset it is representative of the population. The sample size – 1000 respondents

TimelineStep 1 Questionnaire Designing & 

Approval from the Client7 days

Step 2 Field Work Planning & Scheduling 5 days

Step 3 Field Work 15 days

Step 4 Analysis 7 days

Step 5 Preparation of Final report 7 days

Total 42 days