OF GROWTH PANGS AND PLANS

Chennur Tea
 Title
Chennur company is a 300 crore
Chennai based tea company
Characters involved in the case study are-
`
Prem Warrier (Head of Corporate)
Deepak Rai (Managing Director)
Sumit Pandey (CFO)
Anup Tandon (Marketing Head)
Riaz (ManagementConsultant)
 Current Scenario

2nd largest tea producer and exporter in the

world.
The total turnover of the tea industry is
around Rs 10,000 crore and since
independence tea production has grown over
250%, while the land area has just grown by
40%
 Ideology and Stragegy
Lifestyle in beverage business.
Lifestyle aspirants are now more critical to
cosumers.
Growth will come from staying close to the
consumers.
Value Engineering and service delivery can
align product, investments and consumer
needs.
 DMAIC
Define : Chennur Tea Growth avenues.
Measure: Current Market strength and
potential
Analyse : Study the market and conclude
on value engineering.
Improve: Step by Step Growth
Control : The motive of strategy of getting
closer to the consumers
 Implmentation
Lauch the Tea longue bars of varieties of
tea in India (Chai-Loungue).
Outlets in city, airports, colleges and neary
corporate sectors.
A new vertical with product utilization.
Brand variety, packages, logo, tags, and
events.
Change in Lifestyle of people.
 Motive
Attract the potential market of youth,
corporates,
Low production cost, hence low selling
price according to variety.
Brand Popularity of Chennurs Chai
Longue.
Outlets in Corporate sector.
 7 8 Years down the line
Giant in all the Chai wallas. Hygeinic,
variety, minimum cost of tea with the best
quality.
Brand recognition.
HAPPY PEOPLE:
Happy Employees
Happy Customers
Happy Numbers (Business)

Strategy of Change management

ultimately in the organisation and the
environment.
 After 10 Years
Chennur is now ready to launch the
Ready to Eat and packaged food as the
brand awareness and recognitoin is at the
best.
As stated in the case, regarding the
valuation and market strength.
Road Ahead.. Way to GO