Rural Marketing Project on Tea

8/3/2019 Rural Marketing Project on Tea

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RURAL MARKETING PROJECT ONTEA

Presented byAditi GogoiJuthika Deori

Rituparna PhukanSakshi Bagaria


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CONTENTS History of Tea

Types of tea Tea Production Process Tea producing states in India Major players in India

Emerging 2011 trends in India Rural survey in dudhnoi , Assam Different tea brands in Dudhnoi


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History Tea is nearly 5,000 years old and was discovered, as legend hasit, in 2737 B.C. by a Chinese Emperor when some tealeavesaccidentally blew into a pot of boiling water. The East India company was the first to develop plantations in

north-east India. In 1839, the Bengal Tea Association was set upin Calcutta. the first company for growing and making tea in India, AssamCompany, was set up in 1839 In May 1855, indigenous tea bushes were first discovered inCachar district of Assam By 1862, the tea industry in Assam comprised 160 gardensowned by 57 private and five public companies.


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TYPES OF TEA1. Black Teas and Oolong Darjeeling: Refers to teagrown in this mountain area of India.2. Oolong: The elegant tea is sometimes known as the"champagne of teas".3. Green Teas: Green tea makes up only ten percentof the world's produced tea. The Japanese teaservice (in which green tea is used), is an art form

in and of itself.


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TEA PRODUCTION PROCESS


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TEA PRODUCING STATES ININDIA


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MAJOR BRANDS OF TEA IN INDIATata TeaBroke Bond

DuncansLiptonWagh BakriGoodricke


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Emerging 2011 trends in IndiaReverse migration

per capita domestic consumption is increasing steadilyPackaged teaGreen teaFlavored teaof iced tea

Small retail stores dominatelaunch on various product brandsTea bags are a growing category

Modern and user-friendly tea accessoriesTea-specific Retailers


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Reverse migration


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Tea specific outlets


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THE rural survey in Dudhnoi .The key findings from the field survey in the rural area are as

follows: Tea is available in all the Rashan Shops (Gallamal Dukan) of

the area

Tea is sold in bothpackaged form and loose form

Most of these shops keep one or two Brands of the packagedtea only

The Shelf-Life of tea is approximately 1 year The Sales of tea has increased over the last few years

Most of the people of the area consume milk tea


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Continued The frequency of consuming tea of the village people is

approximately 4 times a day

There is no local manufacturing of tea in the area The loose tea preferred by the retail stores comes from thetea-estates of Simitola and Guwahati

The most preferred brand of tea among the households ofthe area is Majbhaat

Packaged Tea is sold in different sizes: 50gm, 100gm,250gm, 500gm and 1kg For household purposes, the most preferred size of

packaged tea is 1kg A counterfeit Ujala of the most popular Brand Majbhaat

was also seen in the rural area


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No . Of outlets in the area

RETAIL STORES, 48

WHOLESALE STORES, 2


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Variety of Brands with theirpreference sold by the Wholesalers

0

5

10

15

20

25

30

35

40

MAJBHAAT NIRMALA HALEM MAHESHPUR ULLAH UJALA KRISHNA KAYPAK ROZA RANI BARI


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Variety of Brands with theirpreference sold by the Retailers

MAJBHAAT LOOSE NIRMALA UJALA GOROMPANI DALOWJAN

80

12

52 0.5 0.5


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Price per Kg of the Variety of Brands sold by theRetailers

MAJBHAAT LOOSE NIRMALA UJALA GOROMPANI DALOWJAN

250

110

140

100

170150

120

140


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Different Brands of Tea in the Dudnoi Market


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Today tea is the reigning beverage in over 45 countries and is

consumed in over 115 countries around the globe. The Irish

are the world's largest consumers, each person on an average

consuming eight cups a day. However, the largest producer

and overall the greatest consumer is India, where, at anytime

and anywhere, chai is an essential part of daily life.THANK YOU

Documents

Rural Marketing Project on Tea