brooke bond report

8/12/2019 Brooke Bond Report

1/23

E X E C U T I V E S U M M A R YUnilever (Pakistan) Limited Formerl kno!n as Lever "rot#ers (Pakistan) Limited

is $ %ar t#e lar&est and most e'eriened %ast movin& ons*mer &oods (FMC+)

or&ani,ation in Pakistan- It.s $evera&es ao*nted %or /01 o% 2002 reven*es- T#e

ma3or tea $rands are "rooke "ond S*reme4 Liton Yello! La$el4 Pearl 5*st and

A67 8arak C#ai (%ormerl A67 8ena mi't*re #ai)- Unilever #as a dominant 9:1

market s#are in tea ind*str and is t#e leadin& laer in t#e aka&ed tea market-

Unilever is ver sensitive to international tea ries4 t#is makes t#e mar&ins ver

sensitive as tea *r#ases onstit*te a$o*t /:1 o% man*%at*rin& osts- T#en o%

o*rse sm*&&lin& is a ma3or onern- T#ere is ramant sm*&&lin& o% tea4 !#i#

#as serio*sl a%%eted Lever;s sales and earnin&s-


2/23

1. Tea

Abstracts..04

2. Company Background..

05

3. Re Launch of Brooke Bond

Supreme.06

4. An Introduction of Supreme Black

Brew...07

5. Current Marketing

Situation...08

6. Opportunity and Issue Analysis..12

7. Marketing Objectives15

8. Marketing Strategy...16

2


3/23

9. Projected Profit and Loss Statement...22

10. Action Programs...28

11. Conclusion....2

9

TEA A$strats

Toda4 tea is dr*nk $ almost #al% o% t#e !orld;s o*lation- Tea is *ndo*$tedlt#e national drink o% Pakistan- Tea is an aromati stim*lant4 ontainin& vario*s

ol#oni4 essential oils and a%%eine- T#e onentration o% a%%eine in tea ran&es

%rom 2-:1 to /-:1 and it is t#is a%%eine ontent t#at makes tea a *se%*l stim*lant-

Tea is t#e $evera&e made !#en t#e roessed leaves o% t#e tea lant are in%*sed!it# $oilin& !ater-

In Pakistan4 tea is onl $lended and aked4 $*t not rod*ed- T#ree $asiate&ories o% tea are marketed in Pakistan !#i# are>

6Mi't*re65anedar

6C#*ra

5anedar is also kno!n as lea% tea !#ile C#*ra is kno!n as d*st tea- T#ere are

aro*nd %ive #*ndred %lavors availa$le in tea-T#e r*ral areas o% Sind# are onsidered to $e #eav ons*mers o% d*st tea- P*n3a$

#as a #i ons*mtion o% lea% tea-

It #as more ons*mtion t#an an ot#er te o% drink availa$le in t#e market

toda- It is estimated t#at Pakistanis ons*me over 790 million k& o% tea !ort#

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4/23

over / $illion r*ees ever ear- 5esite t#e inreasin& em#asis on its #a,ardo*se%%ets on #ealt# and t#e ontin*o*sl risin& ries4 d*e to t#e lo! litera rate and

*navaila$ilit o% a $etter s*$stit*te4 t#e demand and t#e ons*mtion #as inreased

over t#e ears and is &ro!in& at an ann*al rate o% ?1-Tea is an aromati stim*lant4 ontainin& vario*s ol#enois4 essential oils and

a%%eine- T#e onentration o% a%%eine in tea ran&es %rom 2-:1 to /-:1 and it is

t#is a%%eine ontent t#at makes tea a *se%*l stim*lant- Alt#o* seond to o%%ee

in ommerial val*e4 tea ranks 7st as t#e most o*lar $evera&e in t#e !orld-

Tea is t#e $evera&e made !#en t#e roessed leaves o% t#e tea lant are in%*sed

!it# $oilin& !ater- @ative to So*t#east Asia4 t#e tea lant4 Camellia sinensis4 is asmall s#r*$like4 ever&reen tree- It;s leaves #ave t#e #emials4 a%%eine and tannin-

CMPA@Y "AC8+RU@5

Unilever !as reated in 7B90 !#en t#e "ritis# soa maker Lever "rot#ers mer&ed

!it# t#e 5*t# mar&arine rod*er4 Mar&arine Unie- At t#e time4 an international

mer&er !as an *n*s*al move- "*t t#e o!ners o% t#e t!o omanies o*ld see t#at

$rin&in& to&et#er omlimentar $*sinesses !it# stron& &lo$al net!orks !o*ld

reate ne! oort*nities-

Unilever (Pakistan) Limited Formerl kno!n as Lever "rot#ers (Pakistan) Limited

is $ %ar t#e lar&est and most e'eriened %ast movin& ons*mer &oods (FMC+)

%irm in Pakistan- It en3os a ver lar&e market s#are in ons*mer &oods4 t#e lions

s#are even4 and is arti*larl dominant in tea and ie6ream- T#e lar&est

ometitor o% Unilever in Pakistan is Proter +am$le !#i# also is a #o*se #old

name in ons*mer &oods all over t#e !orld-

Unilever.s rinial ativities are to man*%at*re and sell sreads and ookin&

rod*ts4 ie ream4 $evera&es and #ome and ersonal are rod*ts- Some o% t#e

rod*ts in t#e *nilever line are "rooke "ond4 Liton4 L*'4 Re'ona4 S*nsilk4 S*r%4

"l*e "and and Planta-

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5/23

RELAU@C< F "R8E "@5 SUPREME

T#e reent %ail*re o% "rooke "ond s*reme is t#e rime reason %or re la*n#in&

"rooke "ond s*reme in 8ara#i- T#e ma3or reasons %or t#e %ail*re o% "rooke

"ond s*reme is redited to t#e taste re%erenes o% Peole o% 8ara#i and to t#e

ma3or ometitions t#at "rooke "ond is %ain& %rom Taal 5anedar4 Taal Famil

Mi't*re and %rom Liton Yello! La$el !#i# is t#e %amil $rand o% Unilever

alon& !it# "rooke "ond s*reme-

Reasons Of Failure:

"rooke "ond s*reme is one o% t#e leadin& tea $rands all over Pakistan $*t t#e

sales in 8ara#i #ave $een ver oor sine its introd*tion- T#e ma3or reason o% itis >

T#e ma3or onern !#i# revails in t#e tea ind*str is t#e $lend itsel%4 and

$ea*se o% t#e re%erenes variation o% eole o% di%%erent arts o% Pakistan4

:


6/23

one sin&le tea an not $e introd*ed o*ntr !ide !it#o*t an alterations-A%ter $ein& s*ess%*l in P*n3a$4 !#en "rooke "ond S*reme !as

la*n#ed in 8ara#i it !as not altered4 !#i# res*lted in t#e %ail*re o% t#e

rod*t

Peole o% 8ara#i re%er 5anedar tea more t#en an ot#er tea $ea*se o%

t#e aromati smell- T#is is t#e rime reason o% t#e s*ess o% Taal

5anedar in 8ara#i-

Anot#er reason t#at an $e ited %or t#e %ail*re o% "rooke "ond is t#e %iere

ometition it is %ain& %rom Taal and Liton Yello! La$el- Taal #ave

t#e *er ed&e over "rooke "ond is $ea*se o% t#e =*alit o% t#e tea and!it# di%%erent assortments it #as overed t#e s#el% sae- n t#e ot#er #and

"rooke "ond s*reme 3*st #ave 2 di%%erent ak si,es-

Introd*tion o% SUPREME "LAC8 "RED

"rooke "ond s*reme #ave $een re la*n#ed onl in kara#i onsiderin& t#e lar&e

otential market and en#ant o% t#e tar&et market4 !e #ave e'e*ted t#e onet

o% m*lti6$rands and la*n#ed S*reme as S*reme "lak "re!. in 8ara#i- T#e

name "lak "re! #as $een ket to at# t#e ees o% eole o% 8ara#i !#o re%er

t#eir tea stron& and aromati- "lak. &ives an ima&e o% Stron& and "re!. omes

%rom $evera&e !#i# relates to t#e aroma o% t#e tea-

S*reme "lak "re! #ave $een re la*n#ed !it# man di%%erent assortments alon&

!it# #eav advertisements and romotional s#emes as it is t#e onl !a it !ill

entie t#e eole to tr it4 !#o as o% no! are %ait#%*l to Taal and Liton-

S*reme "lak "re! #as $een re la*n#ed !it# di%%erent assortments to over t#e

s#el% sae to at# t#e eole.s ees- T#e di%%erent assortments are>

Small Pak> 700 &rams

Famil Pak> 2:0 &rams

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7/23

Plasti ars /00 &rams

Tea "a&s :0 Piees

Tea "a&s 700 Piees

Stir Read

Stir Read is t#e ioneer in its ate&or and #ave $een la*n#ed %or t#e %irst time-It is as its name s*&&ests Stir Read.- A tea $a& is atta#ed to a soon !#i# o*

stir and drink at t#e same time !it# more onveniene and ease-

CURRENT MARKETING SITUATION

Market Sit*ation

T#e tea ind*str o% Pakistan onstit*tes t#e tar&et market o% nearl #al% o% t#e

o*lation and earl ons*mtion is 7904000 tons- And t#e ons*mtion rate is

still aeleratin& at a %ast ae4 a*m*lates to $e ?1 ann*all-

T#e o*lations o% tea Cons*mers reresent t#e inome level and area o% residene

!#i# onstit*te o% *er middle lass in vol*me o% 74B:040004 middle lass in

vol*me o% :420040004 lo!er middle lass in vol*me o% 94B0040004 lo!er lass

7490040004 al*lated in erenta&e as 7:14 /014 9014 and 701 resetivel-

T#e re%erene o% $*ers s#o!s t#e onern in =*alit4 aroma4 stron& ness and t#e

nat*re o% tea te- @ormall t#e $*in& deision o% tea is taken $ #o*se#old

!omen a&ed $et!een 90 to ?0- T#is ate&or $elon&s to t#e dissonane red*in&

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8/23

$*in& $e#avior !#ere t#ere are not man varieties or di%%erenes are t#ere

#o!ever t#e involvement in t#e rod*t is #i-

5*e to t#e #*mid !eat#er and t#e #eti li%estle4 tea !orks as an e%%etive

stim*lant- Anot#er reason %or tea $ein& a o*lar stim*lant is t#at o%%ee4 a lose

s*$stit*te o% tea is omarativel e'ensive !#i# most eole annot a%%ord-

Cometitive Sit*ation

Unilever o!ns t!o o% t#e most !idel reo&ni,ed rod*t lines Liton and"rooke "ond- T#e ma3or ometition %ain& Lever at resent is %rom Taal

5anedar Tea4 !#o is tr*l a market #allen&er-

Liton omrises o% Yello! La$el !#i# is desi&ned %or *er middle4 *er

lo!er and *er middle lass4 !#i# is a market leader in t#e ind*str4 it omes inall t#e aka&es inl*din& #ard aks4 3ars4 and tea$a&s- Liton ello! la$el

alt#o* t#e diret ometitor o% "rooke "ond S*reme omes in t#e %amil o%

Unilever so it is rone to its ometin& attaks- Liton %ollo!s a massive

romotion s#eme to #old its s#are- Ri#$r* is desi&ned %or middle and lo!er

*er lasses4 and Pearl d*st is desi&ned %or r*ral areas4 mostl distrits o% Sind#

!#ere ons*mtion o% d*st is e'tensive- T#e $ot# are not stated as diret

ometitors o% S*reme $ea*se t#e are tar&etin& to di%%erent a*diene- Liton#as a market s#are o% 2:1-

"rooke "ond omrises o% S*reme and A7 karak Tea !#i# is desi&ned %or lo!er

lasses4 ori&inall kno!n as 8ena mi't*re and t#en A7 8ena mi't*re- "rooke

"ond #as a market s#are o% B1-

Taal !it# t#e assortments like 5anedar and Famil mi't*re olletivel #as amarket s#are o% 221 overall and in 8ara#i it #as 2/1- Taal is not onl a diret

ometitor $*t an $e stated as a onl ometitor $ea*se all t#e ma3or market

H


9/23

s#are #olders $elon& to t#e %amil o% Unilever e'et Taal- Taal also omes invario*s aka&es and ons*mes m*# o% t#e s#el% sae in s*er markets and

onvenient stores- Taal #as t#e $i&&est advanta&e o% its assortments as is served

not onl $ mi't*re $*t also 5anedar !#i# is &ettin& ver o*lar da $ da-Taal #as a &ood ima&e in ons*mer.s mind and its rie is also reasona$l

attrative-

A si,a$le ortion o% t#e market is dominated $ loose tea or *n$randed tea-


10/23

Maro Environment Sit*ation

5*e to t#e nat*ral environment4 Tea is not rod*ed in Pakistan4 $*t onl $lended

and aked- It is imorted %rom 8ena4 Indonesia4 Sri Lanka4 C#ina4 "an&lades#4

India and ot#er o*ntries- A&ents in t#ese o*ntries *r#ase it %rom a*tion ande'ort it to Pakistan- T#e !ork on ommission $asis4 *s*all ten ents er k&-

Unilever (Liton) in order to &et $ak!ard inte&ration is e'erimentin& in S!at

and Mansera to rod*e tea- Alt#o* no si&ni%iant res*lts #ave $een a#ieved4

t#e are still trin&- I% t#e &et s*ess%*l all t#e rod*ts lie in t#e %amil o%

Unilever !ill en3o t#e lo!ered ries o% tea !it#o*t #avin& to a t#e imort d*t

!#i# !ill !in a ometitive ed&e in terms o% ost leaders#i-

T#e le&al environment osses some o% t#e ro$lems like Tea sales #ave ontin*edto s*%%er %rom ramant sm*&&lin& o% tea- Lever resentl as more t#an H01 as

ta'es on imorted tea- T#is #as made tea sm*&&lin& attrative- @ot onl *n$randed

tea $*t also esta$lis#ed $rands are also t#reatened $ sm*&&led tea %rom

A%anistan !#i# is availa$le in t#e oen market d*t %ree- T#is #as osed a lot

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11/23

o% ro$lems %or &en*ine imorters o% tea !#o annot omete !it# t#is tea $ea*se

o% its lo! rie-

T#e Soio6*lt*ral environment las a ver massive role in tea ind*str $ea*se

t#e #oies and re%erenes o% eole in di%%erent rovines are varied to a &reat

e'tent- In interior Sind# and "alo#istan4 t#ere are #eav ons*mers o% 5*st tea4P*n3a$ likes mi't*re and in 8ara#i 5anedar is e'eedin&l o*lar-

OPPORTUNITY AND ISSUE ANALYSIS

SDT A@ALYSIS

Sren!"s

T#e reent alteration res*lts in Stron& $lend $aked * $ even stron&er

$rand ima&e-

T#e aka&in& is ver attrative4 %irst time tea #as $een introd*ed in

$ro!n aka&in&

Uni=*e si,es #ave $een introd*ed %or vario*s se&ments inl*din& tea$a&s4

stir read-

To omete !it# Taal "rooke "ond #as also la*n#ed its assortments in

mi't*re and 5anedar-

I"L distri$*tion oman4 alt#o* #ar&es #i ommission #ar&es4

o%%ers e%%iient servie in !#i# it is made s*re t#at rod*t !ill $e !idel

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12/23

distri$*ted4 retailers !ill not e'eriene s#orta&e o% rod*ts and t#e nameI"L inreases more val*e o% t#e rod*t-

#ea$ness

It is a rod*t $ein& introd*ed in an alread e'istin& tea market !it#

esta$lis#ed $rands-

@o ometitive advanta&e an $e $ro*t in t#is ind*str- nl massive

advertisin& and romotional ativities ma entie ons*mer %or trial-

O%%oruniies

T#e ons*mtion o% tea inreases !it# t#e &ro!t# in o*lation- At t#e

moment4 t#e o*lation o% t#e o*ntr is &ro!in& at a rate o% 2-B1

ann*all4 and tea at a rate o% ?1- T#is means t#at resentl t#ere is a

onsidera$le oort*nit %or t#e &ro!t# o% tea in Pakistan-

T#e initial re6la*n# o% "rooke "ond S*reme is limited to 8ara#i onl4

#o!ever4 ot#er rinile ities !ill $e taken into ao*nt in t#e %*t*re-

Seiall in P*n3a$ mi't*re $lend an $e introd*ed *nder t#e $rand nameo% S*reme- Slo!l4 S*reme!ill enetrate t#e market in ot#er ities and

e'and its %*t*re market s#are-

Unilever is trin& to rod*e tea in Pakistan- I% t#is is s*ess%*l4 t#en

m*# lo!er ries !ill $e o%%ered to ons*mers and ometitive advanta&e

an $e &ained in terms o% ost leaders#i-

T"reas

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13/23

A ri&oro*s t#reat is t#e inreasin& n*m$er o% $randed and *n$randed tea in

t#e market !it# amle rie di%%erene- For t#at4 esta$lis#ed omaniesneed to inrease t#eir advertisin& and romotional $*d&et- T#ere is a need

to &et a $etter s#el% sae and more retailer atroni,ation %or t#e oman;s

$rand-

Unilever resentl as H01 as ta'es on imorted tea- T#is rise in imort

d*t on tea $ &overnment is intended to diso*ra&e it;s ons*mtion4

!#i# ossess to $e a t#reat as it #as res*lted in #ier ries %or t#eons*mers-

ISSUES A@ALYSIS

T#e market s#are o% "rooke "ond S*reme in 8ara#i is dereasin& da $

da4 !o*ld it $e more s*ita$le %or t#e oman to divest S*reme in

8ara#i and ontin*e !it# "rooke "ond A7 tea-

I% t#e deision #as $een made to re6la*n# S*reme4 !o*ld it $e reasona$le

to re6la*n# it o*ntr!ide-

"ea*se o% e'ensive s#el% saes in o*lar stores4 !o*ld it $e advisa$le

%or "rooke $ond to introd*e ne! Paka&es and $ear additional osts or

!o*ld it $e more ro%ita$le %or lon& term to introd*e more aka&es andinrease #oie %or end ons*mer-

Is it ossi$le t#at t#e market s#are o% Liton (!#i# omes in t#e %amil o%

Unilever) !ill $e anni$ali,ed $ "rooke "ond S*reme !#i# oerates in

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14/23

almost t#e same tar&et market as o% Liton4 instead o% &ainin& t#e s#are o%

Taal-

T#e "rooke "ond t#at is $ein& la*n#ed onl in 8ara#i !ill di%%er %rom

t#e rest4 so !o*ld it reate an disreanies in ons*mers mind and

disr*t t#e ositionin& or ima&e o% t#e rod*t-

S#o*ld rie $e set on t#e $asis o% ometitor.s ries4 remi*m on =*alit4

or desired mar&in s#emes-

Advertisin& and romotional ve#iles s#o*ld $e di%%erent t#an $e%ore as

t#ere is an inte&ration o% *er se&ments #ave $een inl*ded (s*er

se&ments)-

Marketin& $3etives

A#ieve tar&et sales o% /000 k&da- T#e strate& *sed to aomlis# t#is

o$3etive !o*ld $e to advertise $ *sin& all media ve#iles seleted4 !#i#

!ill osition "rooke "ond s*reme to $e t#e $est =*alit $evera&e amon&

tar&et market-

A%ter si' mont#s strate& o% s*reme !ill s#i%t %rom seletive distri$*tion

to intensive distri$*tion slo!l4 t#ere $ ma'imi,in& t#e n*m$er o%

retailers-

ne t#e a!areness #as $een reated4 t#e main o$3etive !ill $e to inrease

t#e market s#are- T#e aim !ill $e to a#ieve an inrease in t#e market s#are

o% aro'imatel 7:1 in t#e %irst ear-

7/


15/23

Prod*in& a ositive as# %lo! #ene inreasin& t#e &ro!t# rate o% "rooke

"ond !ill $e anot#er o$3etive-

MAR8ETI@+ STRATE+Y

O&er&ie'

Aordin& to o*r resear# tar&et market in 8ara#i re%er 5anedar and t#at

is t#e reason !# Taal 5anedar is so o*lar- So S*reme !ill $e

la*n#ed in $ot# mi't*re and 5anedar-

T#e riin& o% o*r rod*t &ives *s an advanta&e in t#e market omared to

o*r ometitors4 as most $rands are ried at Rs-/?-

Introd*tor riin& !ill $e o%%ered %or t#ree mont#s %or Rs-9? (no

ro%it $asis)-

T#ere !ill $e #eav advertisements done on s*reme alon& !it# sales

romotional s#emes $ot# %or t#e ons*mers and t#e retailers- T#e aim !ill$e to reate a!areness in t#e eole and to ind*e t#em in trials o%

S*reme "lak "re!-

7:


16/23

Man assortments o% S*reme !ill $e taken o*t to over t#e s#el% sae

and #ene reatin& a!areness !#i# !ill inrease t#e #oie and #ane at

t#e art o% ons*mers-

ro(u)

Tea is an aromati stim*lant4 ontainin& vario*s ol#enois4 essential oils and

a%%eine- T#e onentration o% a%%eine in tea ran&es %rom 2-:1 to /-:1 and it is

t#is a%%eine ontent t#at makes tea a *se%*l stim*lant- Tea is t#e $evera&e made

!#en t#e roessed leaves o% t#e tea lant are in%*sed !it# $oilin& !ater-

In Pakistan4 tea is onl $lended and aked4 $*t not rod*ed- T#ree $asi

ate&ories o% tea are marketed in Pakistan4 namel

Mi't*re

5anedar

C#*ra

7?


17/23

5anedar is also kno!n as lea% tea !#ile C#*ra is kno!n as d*st tea- T#ere are

aro*nd %ive #*ndred %lavors availa$le in tea- Fine (5*st) tea &rains are

distin&*is#ed $ 54 574 52- T#e odes assi&ned to t#ese &rains onstit*te t#e

ma3or ate&ories o% tea 6

5anedar 6 "P7 J "P

T#e r*ral areas o% Sind are onsidered to $e #eav ons*mers o% d*st tea- P*n3a$#as a #i ons*mtion o% lea% tea- Aordin& to o*r resear# tar&et market in

8ara#i re%er danedar and t#at is t#e reason !# taal danedar is so o*lar- So

S*reme !ill $e la*n#ed in $ot# mi't*re and 5anedar-

"ea*se o% t#e #i $rand a!areness o% "rooke "ond S*reme4 It an not $e

#an&ed d*rin& rela*n# $*t i% ma3or alterations-


18/23

Packaging cost per box Rs 0.5

Distributors profit margin Rs 3.6

Retailers profit margin Rs 3.0

Total Rs 23.3

ross !argin Rs 2."

Total Price Rs 26.0

Priin& o% ot#er aka&es are 200&ms %or t#e rie o% Rs- :?64 tea$a&s :0 s are

ried at ?:4 tea$a&s are ried at Rs 72:6 3ar is ried at Rs 700Rs-

la)eT#e oman is *sin& a t!o6level #annel4 !#ere Coman !ill #ire a distri$*tor!#o !ill !ork on ommission $asis and %*rt#er more t#e distri$*tor !ill sell t#e

rod*t to *stomer !#i# !ill *ltimatel $e sold to end6ons*mers- T#at is t#e

#annel o% distri$*tion !o*ld $e %rom t#e man*%at*rer to t#e distri$*tor to t#e

7H


19/23

retailer- T#e distri$*tor t#at !e #ave deided *on is International "rands Limited

(I"L)-

In %irst si' mont#s t#e "rooke "ond !ill *se seletive distri$*tion te#ni=*e !#ere

retailers !ill onl $e seleted %or distri$*tion aordin& to t#e &eo&ra#ial

re&ions4 !#ere t#e e'istene o% tar&et market is at lar&e

Re!ard o!er !ill $e e'erised !it# retailes t#at is t#e t#e mar&in er ak !ill

inrease %or di%%erent ran&e o% sales vol*me-

La3a!aa$ emloees t#e *s# strate& as it o%%ers t#e distri$*tor a mar&in o% Rs /

on ea# $o' o% 2:0 &rams- Similarl4 t#e retailers are o%%ered Rs 9 on ea# $o' o%

2:0 &rams- T#is mar&in is omarativel #i as omared to o*r ometitors-

Dit#in 8ara#i some o% t#e ma3or areas t#at !ill $e overed are as %ollo!s>Cli%ton4 5e%ene4 Tari= Road4 PEC


20/23

!#i# en#anes t#e a%%orda$ilit and does not insti&ate a rie derease !#i# ma

res*lt in t#e #an&e o% eretion in ons*mer.s mind- @ t#at an #aen eit#er in

%orm o% loss o% =*alit or loss o% sales-

S*reme emloes t#e *s# strate& as it o%%ers t#e distri$*tor (I"L) a mar&in o%

Rs 9-:6 to Rs /6 on ea# Pak- Similarl4 t#e retailers are o%%ered Rs 2-:6 to Rs96 on ea# Pak- T#is mar&in is omarativel #i as omared to o*r

ometitors- T#e o$3etive is to inrease t#e sales 4 inrease t#e a!areness4 and

s*stain re%erenes t#ro* t#e distri$*tion net!ork-

At t#e same time4 t#e *ll strate& is also $ein& emloed- T#e ons*mers are

$ein& diretl rea#ed t#ro* t#e e%%etive media lannin& Follo!in& are some o%

t#e s#emes inl*ded in t#e lan

Samles in %orm o% sa#ets !ill $e distri$*ted to retail stores on t#e $asis o%

*stomers $*in& items more t#an 700Rs !ill $e &iven 2 Sa#ets to ind*eeole to tr t#e ne! rod*t

I% *stomers $rin& 70 aks o% s*reme t#e !ill $e &ettin& 200 Rs ard

!ort# o% $alane

5isensers !ill $e laed in 70 di%%erent loalities o% 8ara#i4 !#ere t#e

e'istene o% o*r tar&et market is at ma'-

To Retailers !ill $e &iven 700 Paks er mont# %or t#ree mont#s 900Paks

a)$a!in!

20


21/23

In %ast movin& ons*mer &oods aka&in& and la$elin& las an imortant art-


22/23

A%ter si' mont#s o% La*n#4 t#e oman !ill ommene a do!n!ard

stret#4 and !ill la*n# a d*st tea !#i# !ill $e tar&eted to lo!er lass

inome se&ments and interior sind#-

n alternate das advertisements !ill $e la*n#ed in t!o di%%erent #annels

(PTV and +E) on t#e $asis o% t!o %i'ed sots4 ie G>90 and B>90-

Advertisements !ill laed on Ma&a,ines like


23/23

And t#e ons*mtion rate is still aeleratin& at a %ast ae4

a*m*lates to $e ?1 ann*all-

Lookin& at an e'tensive tar&et market o% eleven million one an

sa t#at t#ere is still a #ane to omete !it# alread esta$lis#ed

$rands- T#e illars o% t#is ro3et #as $een laid on to t#is ver

%o*ndation T#at o*r rod*t is ositioned as a =*alit rod*t4

!#i# is easil a%%orda$le- Alt#o* t#e task o% ed*atin& and

sreadin& a!areness ma$e a di%%i*lt task4 $*t t#e ne! $rand

!ill $e $aked $ t#e !ell6$*ilt identit o% its arent $rand- T#e

ne! $rand !#i# mat#es t#e re%erene o% tar&et market !ill

s*ess%*ll ommit t#e task o% delitin& *stomers and at t#e

end o% t#e ear4 it !ill &et a s*ess to &ain market s#are o% 7:1

and aitali,ation o% ?000& o% "lak $re! everda-

29

brooke bond report

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