“A STUDY OF EFFECTIVENESS OF SALES PROMOTION

ACTIVITIES WITH REFERENCE TO TATA TEA”

SUBMITTED BY:
SANJIB TAMULI
MBA 4TH SEMESTER
REGISTRATION NO. 520838623
CAREER CONCERN COLLEGE,
CENTRE CODE: 0113
GUWAHATI – 781003

A project report submitted in partial fulfillment of the requirements for the degree
of Master of Business Administration of Sikkim Manipal University, INDIA.

Institutional Guide:
Arindam Mazumdar
Coordinator,
Career Concern College of Management & Technology.
Guwahati- 781003

Sikkim - Manipal University of Health, Medical and technological Sciences,

Distance education wing
Syndicate house, Manipal- 576104
 EXAMINER’S CERTIFICATE

The project report of Mr. SANJIB TAMULI, MBA 4th Semester entitled “a project report
on a product management, implementing new govt. services national e-governance plan
(NEGP), development and creating new marketing strategies of SREI SAHAJ E-
VILLAGE LTD”.

Internal Examiner External Examiner

(Name, qualification and designation) (Name, qualification)
 UNIVERSITY STUDY CENTRE CERTIFICATE

This is to certify that the project report entitled “A Project Report on a product
management, Implementing new govt. services national e-governance plan
(NEGP),development and creating new marketing strategies of Srei Sahaj e-village Ltd”.
submitted in partial fulfillment of the requirements for the degree of Masters of Business
Administration of Sikkim Manipal university of Health, Medical and Technological
sciences.

Mr. SANJIB TAMULI has worked under my supervision and guidance and that no
part of this report has been submitted for the award of any other degree, diploma,
fellowship or other similar titles or prizes and that the work has not been published in any
journal or magazine.

Reg. No. 520832057 Certified

(Guide’s Name and Qualification)

 DECLARATION

I hereby declare that the project report entitled “A Project Report on a product
management, Implementing new govt. services national e-governance plan
(NEGP),development and creating new marketing strategies of Srei Sahaj e-village Ltd”
submitted in partial fulfillment of the requirements for the degree of Masters of Business
Administration to Sikkim-Manipal University, India, is my original work and not
submitted for the award of my any other degree, diploma, fellowship, or any other similar
title or prizes.

Place: (Name of Candidate)

Date: Reg. No.520832057
 ACKNOWLEDGEMENT

The project “A Study of Effectiveness of Sales Promotion Activities with

reference to Tata Tea” is a part of our MBA curriculum and this is the page where I have
the opportunity of expressing my gratitude towards the people who helped and supported
me towards fulfillment of my project.

I would like to express my deep sense of gratitude to the whole Administrative

Department of the organization who gave me the opportunity to undergo the project and
provide me the data’s.

I would also like to pay my sincere thanks to our M.D. sir Mr. Arindam
Majumdar and our faculty & guide for providing me the most essential guidance and
inspiring me to perform the mentioned project.
 Sanjib Tamuli
MBA ( 3th Semester )

CONTENTS

CHAPTER PAGE NO.

1. About the Company 1-16

2. Table of Content 17

3. Table of table 27-36

4. Executive Summary 18-19

5. Introduction 20

6. Purpose of Study 21

7. Objectives of the Study 22

8. Scope of the Project 23

9. Limitations 24

10. Research Methodology 25-26

11. Analysis and Interpretation 27-38

12. Recommendations & Suggestions 39

13. Questionnaire 40-43

14. Bibliography 44

15. Annexure 45

16. Conclusion 46
About Tata Tea:

Tata Tea Limited is a group Company of TATA Group, one of the largest and most
respected business houses of India. Tata Tea was formed in 1983 from the erstwhile Tata
Finlay Company, a joint venture company formed in 1964. The Company has five major
tea brands and holds the second position in market and value share in domestic branded
tea business. With the acquisition of Tetley Group in the year 2000, the combined entity
now represents the second largest global branded tea operation with product presence in
more than 40 countries. The current business interests include branded tea and tea extract
business. Tata Tea Inc., a subsidiary company in US is involved in the marketing and
value addition of tea extracts.

The thrust on globalization agenda of Tata Tea had earlier resulted in acquisitions of
Good Earth in US, Jemca in Czech, Eight O’ Clock Coffee in US and recently, of
trademarks Vitax and Flosana in Poland. Tata Tea recently signed a Joint Venture
Agreement with Zhejiang Tea Import & Export (ZTIE) Company of People's Republic of
China. The agreement involves setting up a joint venture Company at Economic
Development Zone of Anji County, Zhejiang, PRC for manufacture and marketing of
Green Tea Polyphenols, other green tea extracts, cold and hot water soluble instant tea,
liquid tea concentrates and other value added tea beverage products. Also the recent
acquisition of management control of Mount Everest Mineral Water Company is in line
with Tata Tea’s growth plans in many forms in India and the global market place.

Tata Tea has been involved in the tea extract business for last 40 odd years. The company
has been manufacturing Black Tea extract in their factory situated in South India,
exclusively for the export markets. A unique manufacturing process using fresh green tea
leaves has given an exotic taste to their tea extract products and has found wide
acceptability in western markets. Tata Tea black tea extracts has got significant market
presence in the West, which find end use in many beverage brands. As it is strategically
important for Tata Tea to expand the tea extract business and to have presence in world
tea extract market, the group has focused their attention on green tea extracts, which is
gaining popularity for application in food, beverages, personal care products and food
supplements.
Company Profile:

Set up in 1964 as a joint venture with UK-based James Finlay and Company to develop
value-added tea, the Tata Tea Group of Companies, which includes Tata Tea and the UK-
based Tetley Group, today represent the world's second largest global branded tea
operation with product and brand presence in 40 countries. Among India's first
multinational companies, the operations of Tata Tea and its subsidiaries focus on branded
product offerings in tea but with a significant presence in plantation activity in India and
Sri Lanka.
The consolidated worldwide branded tea business of the Tata Tea Group contributes to
around 86 per cent of its consolidated turnover with the remaining 14 per cent coming
from Bulk Tea, Coffee, and Investment Income. The Company is headquartered in
Kolkata and owns 27 tea estates in the states of Assam and West Bengal in eastern India,
and Kerala in the south

Products and Brands:

The company has five major brands in the Indian market - Tata Tea, Tetley, Kanan
Devan, Chakra Gold and Gemini -- catering to all major consumer segments for tea. The
Tata Tea brand leads market share in terms of value and volume in India and the Tata Tea
brand is accorded "Super Brand" recognition in the country. Tata Tea's distribution
network in the country with 38 C&F agents and 2500 stockists caters to over 1.7 million
retail outlets (ORG Marg Retail Audit) in India.
The company has a 100% export-oriented unit (KOSHER & HACCP certified)
manufacturing Instant Tea in Munnar, Kerala, which is the largest such facility outside
the United States. The unit's product is made from a unique process, developed in-house,
of extraction from tea leaves, giving it a distinctive liquoring and taste profile. Instant Tea
is used for light density 100% Teas, Iced Tea Mixes and in the preparation of Ready-to-
drink (RTD) beverages.

With an area of approx 15,900 hectares under tea cultivation, Tata Tea produces around
30 million kg of Black Tea annually

Research and Development:

Tata Tea and the Tetley Group have full-fledged R&D Centres that focus on the branded
business. In addition, Tata Tea has an R&D Centre at Teok (Assam) and a product
development centre at Bangalore focused on the entire gamut of tea operations

Overseas Business:

The Tata Tea and Tetley portfolios of branded offerings caters specifically to the
Australian, Middle East, West Asia, North Africa, Poland, Russia and Kazakhstan
markets. This is independent of the manufacturing and supply operations of its Tetley and
other subsidiary companies.
Subsidiaries:

Tata Tea has subsidiaries in Great Britain, United States and India.

The Tetley Group has been a member of the Tata Group since March 2000 and now
contributes around two thirds of the total turnover of Tata Tea Ltd.

Headquartered in Great Britain, its footprint is global: Tetley has offices in Australia,
Canada, Poland, Russia, South Africa and the US, as well as joint ventures in Pakistan
and Bangladesh. Today, Tetley is the second largest tea bag brand in the world, and
Tetley products are on sale in over 40 countries.

Tetley is the no.1 tea bag brand in Great Britain and Canada and has significant market
shares in the United States, Australia, Poland and France. Beyond these markets Tetley is
steadily growing its presence in Eastern Europe, Russia, through to Bangladesh and
Pakistan, and recently launched in South Africa.

Tetley has a customised portfolio of offerings for each country, ranging from Black,
Green, Fruit & Herbal Teas, Iced Ready-to-drink Teas and an extensive range of exotic
Speciality Tea.

Established in 1837, Tetley was the first British tea company to introduce the tea bag to
the UK in 1953, and the company continues this tradition of innovation. The tea bag was
followed by the first round tea bag in 1989, and the 'no drip, no mess' Drawstring bag in
1997.

A stream of successful packaging formats include the resealable 'soft pack' format for
Tetley teas in the UK, and a unique 'stay fresh' round canister for green, fruit and herbal
and speciality tea ranges in Canada, the UK and Australia.
Our fully-owned manufacturing facility is based at Eaglescliffe, in the North East of
England. Established since 1969, it currently occupies 220,000 square feet and is
believed to be the largest tea bag factory in the world.

Associate Companies

Tata Tea has a substantial interest in the Sri Lankan tea industry through Watawala
Plantations Limited, Sri Lanka, where it focuses on production and marketing of Tea,
Rubber and Palm Oil.
Kanan Devan Hills Plantation Company Pvt. Ltd., established at the close of business on
31st March 2005, has major interests in production and manufacture of black tea at its 17
estates in Kerala. Tata Tea has a minority stake in the entity.

Community Welfare:

Tata Tea contributes significantly to social and community development on its estates
through comprehensive labour welfare programmes that offer free housing, healthcare
and other benefits. The company has set-up and manages hospitals, adult-literacy centres,
childcare centres and schools to educate the children of its nearly 34,000 employees. In
addition, the company has special facilities to look after "differently abled" children of
the workers who are taught how to operate in the environment by enhancing their skills
and abilities.

Tata Tea has institutionalised a process of Annual Welfare Audit conducted by renowned
WHO experts, among the first Indian companies to do so.
The Tetley business is managed in the spirit of trust and good corporate citizenship for
which Tata Group companies are justly renowned. We are committed to running the
business responsibly; understanding and improving our social, environmental and ethical
impacts is central to the way we work and this is evident in the growing programme of
local and corporate activities - from waste management programmes at our Eaglescliffe
Tea Factory to the provision of safe water for 10,000 people in the tea growing areas of
Malawi.

Our environment policy is focused on managing the nature and quantity of waste we
create, and on the energy we use in our facilities and in the movement of goods and
people. It was a significant achievement for our UK-based sites when they were awarded
ISO 14001 certification for environment management systems in March 2005.

We manage our social impacts by building partnerships with charities and non
government organisations, focusing on causes with a clear relevance to our business.
These partnerships go beyond traditional corporate fundraising, involving activities that
change both the Tetley business and the partner organisation for the better. This means
encouraging our staff to become personally involved in the partnerships, donating their
time and skills, as well as money.

Contact

Tata Tea Limited

1 Bishop Lefroy Road
Kolkata - 700 020
India
Telephone +91-33-22813891/4747/3988/3993
Tata Tea - Historical Milestones:

1963 James Finlay

1964 Tata Finlay established to develop value added Tea
1976 Tata Finlay takes over tea production and marketing operations of James Finlay
1983 James Finlay sell their shareholdings to Tatas heralding the "Dawn of a new Era"
- Tata Tea is born
1987 A wholly owned subsidiary, Tata Tea Inc, set up in the U.S.A.
1991 Acquisition of 52.5% shareholding in Consolidated Coffee Ltd (Tata Coffee Ltd.)
1992 Joint Venture in Sri Lanka, Estate Management Services (P) Ltd. formed.
1993 Joint Venture alliance with Allied Lyons plc - Tata Tetley established.
1995-96 65% share Lankan JVC acquires 51% shareholding in Watawala
Plantations Ltd.
1996 Sri Lankan JVC acquires 51% shareholding in Watawala Plantations Ltd.
2000 Tata Tea acquires The Tetley Group Ltd., UK.
Awards Won by Tata Tea:

Year Awards Tea Board Awards

1989 Nowera Nuddy - Tea board award for highest yields.

1991 Nahorkutia - Tea board award for highest yields.
1992 Nowera Nuddy, Achabam, Velonie - (All India) - Tea board award for highest
yields.
1993 Nowera Nuddy, Sagmootea, Achabam - Tea board award for highest yields.
1994 Nowera Nuddy, Sagmootea - Tea board award for highest yields.
1995 Nahorkutia - Tea board award for highest yields.
1996 Nahorkutia - Tea board award for highest yields.
1997 Powai - Tea board award for highest yields.
1998-2002 Awards yet to be announced by Tea Board.

Other Awards

1989 FICCI Award for Family Planning.

1990 Bombay Management Association Award for Best Industrial Hospital in the
Country - General Hospital, Munnar.
1992 Indian Merchant's Chamber Diamond Jubilee Awards - Shri Pranlal Devkaran
Nanee Endowment Award 1992 for promoting savings among the
population.
1994 Indian Medical Association Baby Friendly Hospital Award 1994.
1994,1995& 1996 The Pullivasal packing centre and SIPD were awarded the coveted
"Industrial Safety Award (Kerala Chapter) in the Group II of Industries
(Industries utilising between 2.50 and 10 lakh man-hours per year)
respectively.
1996 The Tata Tea premium leaf laminate won the INDIASTAR'96 award for the
excellence in laminate construction.
1996-97 National Award in recognition of outstanding employers services for the
welfare of the physically handicapped - from the President of India.
1997 Most outstanding Institution for Handicapped in Kerala Award 1997 - by
Government of Kerala - for DARE Project, Munnar.
1997-98 FICCI Award 1997/98 in recognition of corporate initiative in Training
and Placement of persons with disability.
1999, 2000, 2001, 2002, 2003 Best All India Inhouse Magazine Award for
TATEAN from the Rotary International, Kochi and the Press Club of
Trivandrum.
1999-00 Recipient of Helen Keller award by National Centre of Promotion of
Employment for Disabled People - As an organisation which shares
visitation and demonstrates its belief in equal rights and gainful
employment for persons with disabilities.
2001 National Safety Council, Kerala Chapter Award (2001) for outstanding
performance in Industrial Safety as Runner Up by achieving the lowest
frequency rate of accidents in Gr. III(B) Engineering Industries.
2003 Golden Peacock Innovative Product & Service Award.
2003 Mother Teresa Commendation Award for Corporate Citizenship.
TATA TEA VISION:

Be India’s foremost tea based beveraged company.

MISSION:

Achieve market and thought leadership for branded tea in India.

Be recognized as the foremost innovator in tea and tea beverage solutions.
Drive long term profitable growth.
Co-create enhanced value for all stakeholders.
Make Tata Tea a great place to work.

VALUES:

Integrity => Conduct business fairly, honestly and with transparency all our actions must
stand the test of public scrutiny.
Innovation => Creativity, experimentation, risk taking capability lead and not be led,
thought and process leadership, agitity.

Excellence => Strive to achieve the highest possible standard in day to day work and in
the quality of our products/ services.

Unity => Work cohesively with colleagues across the group and our customers/ partners
around the world to build strong relationship, based on mutual co-operation, team work.

Responsibility => Be responsible and sensitive in the countries, communities and

environments where we work, ensuring that what comes from the people goes back to the
people many times over. Work for the benefit of the communities we serve.

Understanding => Be caring, show respect, compassion and humanity to colleagues,

customers and other stakeholders.
Some Example of Tata Tea Brand:

Tata Premium:

Tea, that humble leaf that has intoxicated generations with its heavenly fragrance and
taste, is not just a beverage. Indeed it is a way of life. In India, especially, we cannot
imagine not waking up to a cup of steaming hot tea. It is in our psyche, its in our roots, it
is deeply embedded in our culture. Whether taking a tea break in the middle of the day to
ease the tensions of work in the office, or having one quick cup with friends in the
evening to spice up the conversation, our passion for tea knows no end. It is with the
same passion that Tata Tea has been producing fine quality tea for so long. Right the
plantation stage to the processing and packaging of the tea, extreme care is taken to make
sure that only the finest quality tea is produced. That is why Tata Tea Premium has been
proudly given the name “The world’s no. 1 Tea” in all its communications.

But the times are changing. Today we live in a fast moving world, where everybody
seeks to get more out of life. We dream big, desire to live big and aspire for bigger
things. It just not enough to layback and let the world pass us by. Today we lead hectic
lifestyles, success in whatever we do is the mantra of the day, and there is no place for
those lagging behind. We are always on the lookout for products that give us that extra
push of energy that revitalizes us, lifts up the spirits and enables us to take on the
challenges life throws in our path. And Tata Tea Premium is there to give them exactly
what they want. That is why the new communication strategy focuses on the line ‘Taste
kamyabi ka.’ This encourages us to push the limits, face the future with confidence and to
conquer tomorrow. And there is no better way to start the day than with a cup of Tata Tea
Premium. It revitalizes us and gives us the energy to make the world our playground. One
of the main ways in which Tata Tea Premium has tried to communicate its new image is
in the packaging itself. The new package sports a sleek and contemporary look. This
communications endeavor has furthened in the choosing of Sania Mirza, India’s first
junior Wimbledon champion, and Sunidhi Chauhan, the well-known playback singer, as
Tata Tea’s brand icons. This is because they are young, dynamic and have conquered all
odds to become highly successful in their respective fields. They are achievers. They are
idolized by the youth. They are enthusiastic and determined to get what they want and do
whatever it takes to reach their goal. In them is imbibed a driving spirit. And they drink
Tata Tea Premium for their vitality. It is through this communication that that Tata Tea
Premium aims to directly influence today’s youth who look up to these celebrities. The
thought is simple. If they can, we can too and Tata Tea Premium will give us the power
to realize our dreams.
Tata Gold:

September has heralded the launch of Tata Tea GOLD, a tea that has aroma coupled with
a refreshing taste. The product, introduced as an upgrader variant of Tata Tea brand, has a
blend of 85% CTC and 15% long leaf tea. This is a blend of tea which is visually unique
and a superior taste. - a n innovation in the tea market.
The blend has been arrived at after extensive research and feedback from the customers.
Customer feedback suggested that aroma in tea, is always a strong indicator of great
tasting tea. Though there are brands that have long leaves in CTC tea, (Red Label and
Godrej), that exists at claim level only and the teas are not different, visually or taste-
wise. Eight blends were tested with consumers and the blend selected has been the 85%
CTC and 15% long leaf blend that has been named Tata Tea GOLD.
Maintaining the trend of being an innovator in packaging, Tata Tea GOLD, launched in
250 gm and 500 gm packs uses a standi-pack format. Apart from being visually appealing
on store shelves, the pouch, made of thicker polyester laminate, ensures that the aroma is
retained in the pack. The offering is priced only slightly higher than the Tata Tea brand:
at Rs.45 for 250 grams and Rs.90 for 500 grams, making it competitive and attractive for
customers.
Tata Tea GOLD, has already been launched in the West, the East and in the North and in
the next phase, South India will be covered. The launch has been aided by attractive Point
of Sales material. Television commercial is on air on national media from 16th October .
The commercial has been designed keeping in mind the brand personality and has "Na
kahonge toh pachtaonge" as its sign-off line.
With the trade and the customers upbeat about the brand, lets hope the Tata Tea GOLD
brand, takes the same path of grand success as its mother brand!!
Tata Tea Agni:

AMigration of Agni under the Tata Tea umbrella is an ambitious brand consolidation
initiative, whereby TATA TEA Agni, became its new offering for the economy segment..
By bringing the popular economy brand Agni under the stable TATA TEA, the flagship
brand, the company intends to further consolidate its presence in the large and promising
economy segment by leveraging the tremendous equity of the flagship brand and
allowing consumers access to the popular TATA TEA brand. Tata Tea Agni has been
developed through painstaking consumer insight mining and satisfies the economy
consumers' need for a differentiated product at an affordable price.
The new Tata Tea Agni not only offers an innovative blend consisting of 10% high
quality extra strong leaf, but also comes in stylised superior quality packaging unmatched
in this segment. The product is supported through mass media for generating consumer
awareness and the POP is designed to create shelf space rather than grapple for it. The
product also boasts of the first Rs. 30 convenience pack to offer consumers an affordable
price point.
With the launch of Tata Tea Agni, Tata Tea now has a strong presence across all the
segments in the leaf tea market. Economy segment consumers who aspire for Tata Tea
will now have an unique opportunity of savouring a 10% extra strong blend at favourable
price points of Rs. 5, Rs. 10 and Rs. 30".TATA TEA has demonstrated robust
performance in its key markets, making significant gains in its market share and
mindshare. This initiative will allow us to provide a tighter focus to our brand building
efforts and also enlarge opportunities for further reinforcing the tremendous equity our
flagship brand, TATA TEA enjoys".
Tata Tea Agni leverages the equity of Tata Tea which is the No.1 brand in the country
today. Tata Tea Agni will tap the large economy segment which is about 60% of the leaf
tea market and we are confident with its unique blend and superior packaging it would
capture the imagination of the economy segment consumers. "

Welfare Projects:

The welfare and the well being of Tata Tea's large workforce - about 34,000 employees
and their families drawn largely from the weaker sections of the society is of paramount
importance to the company. The company has put in dedicated effort and large
expenditure, entirely voluntary, that has gone into upgrading the quality of life of the
workforce.
Significant contribution to the country's social, cultural and environmental development.

Comprehensive labour welfare programmes that offers free housing, healthcare and
community development facilities

Manages estate hospitals and 2 large referral hospitals

Manages adult literacy centres, and childcare centres.

Has established schools to educate children of estate employees, and has instituted
scholarships for these children

Manages a programme for physically disadvantaged children in its estate.

 TATA TEA TAKES OVER THE NO#1 POSITION IN
VOLUME TERMS

Kolkata, July 26, 2007: Tata Tea, the world’s second largest global branded tea
operation, today announced its leadership position in terms of volume share in India in
the packet tea segment. According to the AC Nielsen survey, for the first time ever, in the
month of June 2007, the company outperformed its nearest competitor with a volume
share of 19.2 percent, as compared to the competitor’s 18.6 percent.

For quite some time, the competitor’s leadership position in the branded packaged tea
market was being challenged by Tata Tea. From a position 5 years ago of 16.3% volume
Tata Tea has grown to 19.2% share in the month of June.

VOLUME SHARE (%)

Year Nearest Competitor Tata Tea
March 2002 26.1 16.3
March 2006 21.5 16.7
March 2007 19.5 18.5
June 2007 18.6 19.2

* In a recent survey by The Economic Times, Tata Tea has been ranked as the most
trusted beverage brand in the country
Speaking on the occasion, Ms. Sangeeta Talwar, Executive Director - Marketing, Tata
Tea Limited, said, “This is certainly a defining moment for us and one that will
encourage us to work towards attaining greater heights. At Tata Tea we believe in
creating relevant brand differentiation and building a strong franchise with our consumers
and customers. This focus along with continuous innovation in all aspects of brand
marketing and sales have helped to transform our brands into ‘trust marks and love
marks’. This year has also seen excellent growth on Tata Tea Premium and Tata Tea
Gold as well as the restage of the Tata Tea Agni brand. Leveraging changing lifestyles
and evolving consumer needs Tata Tea launched the Tetley Green Tea range which has
been a great success. The Company also made a foray into the wellbeing segment with
the launch of Tata Tea Life – a regular every day tea enhanced with natural herbal
extracts. For the connoisseur of tea, Tata Tea launched a range of specialty long leaf
single origin teas. With this and more to come we have certainly created the momentum
to continue on our aggressive growth path and deliver continuing value to our
consumers”
 Price List of Tata Tea

Tata Tea Premium

1 kg 500g 250g Rs:

SKU jar Jar Jar 1 kg 500g 250g 100g 50g 25g Rs.5/- 1/-
197.0 100.0 187.0 98.0 49.0 19.0 9.5 4.5
MRP 0 0 52.00 0 0 0 0 0 0 5.00 1.00

Tata Tea Life

SKU 250g 100g

MRP 52.00 20.00

Tata Gold

250g 100g
SKU 1 kg 500g Normal PP 50g 25g
MRP 200.00 104.00 52.00 20.00 10.00 5.00

Agni Leaf

SKU 1kg 500g 250g 100g Re1/- 60g 30g

MRP 120.00 60.00 30.00 12.00 1.00 10.00 5.00
 Executive Summary:

As per the partial fulfilment of our MBA curriculum I got the tremendous opportunity to
undergo a project work in RAJNIKANT & BROTHERS, CHRISTIAN BASTI,
Guwahati, CA of TATA TEA LTD. I carried out my survey on “Study of effectiveness
sales promotion activities with references to Tata tea” in Guwahati.

As an indispensable part of our course of study I have to perform this project work for
bellow mentioned objectives –

1)To know the retail market of Tata Tea.

2) To know the various sales promotion activities used by company.
3) To evaluate the effectiveness of various sales promotion activities.
4) To know retail motivation towards promotional activities.
5) Last but not least, to know the consumers attitude in the entire Guwahati market.

Through the details analysis of the project I have found that Tata Gold brand of Tata tea
is mostly preferred by the customers. It can be derived from the survey that Tata tea has a
good image among the customers for its brand name as well as brand quality. It can
interpret that mostly customer look for the quality of a product rather than the price of the
product.
I may put some suggestions for the company from my experience during this project
work. They are as follows –

1. Service of the Tata tea for the retailers is well. Even though if we try to improve it
more i.e. some of the retailers which have not get the ordered stock on time, we
can try to give them on time, then it will be better for the company.
2. Like other company if we give some scheme for the consumer e.g. Contest Pack,
Discount price, Buy one get one free etc. it may grow the company’s selling
growth.
3. Tata has a good image among the customers for its brand quality, so we should try
to maintain that quality.
4. Lastly, I may want to suggest that they may also think for its price.

Limitations:
Since the North East market is full of various culture, norms and languages. North East
market can not be judged just evaluating Guwahati market. Apart from that there are
some limitations as mentioned below.

 Retailers are very busy in their work.

 Some retailers do not understand English questionnaire.
 Completion of Project duration is very less.
 INTRODUCTION

Due to the globalization and open economy policy of Indian Govt. leads to the Export
Import marketing. Apart from that various long term & short term policy of Govt. like
subsidies, agriculture loan which motivate the cultivators to produce more & more
production. This way Assam also known as green land of India and very famous for tea
production all over the world. Assam contributes more than 50% of total production of
tea and export marketing for tea.

Taking into consideration of huge marketing India, to the some extent various sales
promotion activities from the part of company, C&F, distributors angles promote the
sales as well as brand awareness among due lay consumers.

I have taken the topic “ Study of Effectiveness of Sales promotion with reference to Tata
Tea” in the area of Guwahati.
 Purpose of Study:

The main purpose of this study is to evaluate the effectiveness of various sales promotion
activities of Tata Tea for getting into touch with real world of corporate as well as
academic purpose
Objectives of Study:

As an indispensable part of our course of study I have to perform this project work for
bellow mentioned objectives –

1) To know the retail market of Tata Tea.

2) To know the various sales promotion activities used by company.
3) To evaluate the effectiveness of various sales promotion activities.
4) To know retail motivation towards promotional activities.
5) Last but not least, to know the consumers attitude in the entire Guwahati market.
Scope of the Project:

The scope of the project cover the Guwahati market regarding Tata tea and help company
to change their idea and introducing new idea into the market. We can get an idea about
the market coverage of Tata tea in the Guwahati city. We can have also the idea of
customers’ satisfaction and dissatisfaction over Tata tea and its brand quality and many
more.
Limitations of the Project:

Since the North East market is full of various culture, norms and languages. North East
market can not be judged just evaluating Guwahati market. Apart from that there are
some limitations as mentioned below –

 Retailers are very busy in their work.

 Some retailers do not understand English questionnaire.
 Completion of Project duration is very less.
Research Methodology:

Preliminary study:

A preliminary study was undertaken through general discussion and informed interview
with the retailers determine different attributes that can well represent the objective as
being set already.

Data sources:

Primary data:-

The data were collected mainly from primary sources. The primary data were collected
from the retailers. Surveying method through personal interview with the help of
questionnaire designed for this purpose.

Questionnaire Design:

Primary data were collected with the help of framed questionnaires. Questions were
framed as per the requirement of information.

Secondary data:-

These data were collected from-

(a) Books, magazines
(b) Correspondence of Company CA..
(c) Websites
Research approach:

Observation and survey were the basic approach used to the retailers and their opinions.

Research instrument:

The main research instrument was questionnaire. Both close ended and open ended to
questions were asked to the different retailers. Only that information was asked for which
were readily available with the respondent.

Sampling Plan:

Sampling technique:

The respondents were selected on the basis of selective as well as random basis. That
means random sampling was used in this project work.

Sample size:
 Sample size was taken from Guwahati market. A total no. of 100 retailers was taken from
different locations of Guwahati.

Analysis and Interpretation:

Analysis:
Data have collected through questionnaire from various retailers. Analysis have
done based on the opinion of retailers. Analysis have done based on the bar diagram.

1. In the response to question no.1 I have found that 100 respondents ticked YES out
of the sample size 100. From the diagram it is clear that all the respondent stock Tata Tea. It
is shown diagrammatically as bellow

120

100
No. of respondent

80

60

40

20

0
YES NO
Response Type
 Fig.1.1 Stocking of Tata tea in shop

2. In the response to question no. 2, I have found that from the different brand of Tata
Tea 60 respondent ticked Premium, 100 respondent ticked Gold, 30 respondent ticked
Agni and 50 respondent ticked Tata Lifeof the four brand of Tata Tea out of the
sample size 100. It can be shown diagrammatically as bellow-

120

100
No. of respondent

80

60

40

20

0
PREMIUM GOLD AGNI TATA LIFE
Type of Tata tea brand

Fig.1.2 Stocking of different Tata tea brand in shop.

3. In the response to question no. 3, I have found that 90 respondent ticked YES i.e.
get ordered stock on time and rest of 10 respondent ticked NO out of the sample size 100. It
is shown diagrammatically as bellow

100
90
80
No. of respondent

70
60
50
40
30
20
10
0
YES NO
Response type

Fig.1.3 Timely availability of ordered stock in shop.

4. In the response to question no. 4, I have found that 100 respondent ticked YES i.e.
they get commission as money out of the sample size 100. It is shown diagrammatically as
bellow

120

100
No. of respondent

80

60

40

20

0
YES NO
Response type

Fig.1.4 Tata tea providing commission as money.

5. In the response to question no. 5, I have found that 100 respondent ticked YES
out of the sample size 100. It is shown diagrammatically as bellow

120

100
No. of respondent

80

60

40

20

0
YES NO
Response type

Fig.1.5 Tata tea providing extra benefit (during last one year)
6. As the question no. 6 is an open ended question I got different & numerous views
from the respondent which is not possible for me to be shown as a diagram or
statistical tool. So I have given it in interpretation part.
7. In the response to question no. 7, I have found that 80 respondent like extra
benefit that means ticked YES and rest 20 respondent ticked NO out of the sample size 100.
It is shown diagrammatically as bellow

90
80
70
No. of respondent

60
50
40
30
20
10
0
YES NO
Type of response

Fig.1.6 Response of the retailers when Tata tea give extra benefit
8. As the question no. 8, is an open ended question, different views varies from
different respondent to different respondent. I have got different and numerous
answers from the respondent which is not possible to be shown as a diagram. So I
have given it in the interpretation part.
9. In the response to question no. 9, I have found that 70 respondent ticked YES and
rest 30 respondent ticked NO out of the sample size 100. It is shown diagrammatically as
bellow

80
70
60
No. of respondent

50
40
30
20
10
0
YES NO
Type of response

Fig.1.7 Customer attraction by giving extra benefit

10. In the response to question no. 10, I have found that 70 respondent ticked YES
and rest 30 respondent ticked NO out of the sample size 100. It is shown diagrammatically as
bellow

80
70
60
No. of respondent

50
40
30
20
10
0
YES NO
Type of response

Fig.1.8 Customer view at the time of purchase of Tata tea.

11. In the response to question no. 11, I have found that 80 respondent ticked YES
and rest of 20 respondent ticked NO out of the sample size 100. It is shown diagrammatically
as bellow

90
80
70
No. of respondent

60
50
40
30
20
10
0
YES NO
Type of response

Fig.1.9 Tata tea’s brand satisfaction.

12. In the response to question no.12, I have found that 10 respondent ticked YES and
rest 90 respondent ticked NO out of the sample size 100. It is shown diagrammatically as
bellow

100
90
80
No. of respondent

70
60
50
40
30
20
10
0
YES NO
Type of response

Fig.1.10 Customer’s thinking on Tata tea’s price.

 Interpretation:

Interpretation have done through the majority responses based on the statistic analysis.

A) From question no. 1, I have found that Tata Tea is a favourable brand of tea market. So
almost all retailer stock the Tata Tea in their shop.

B) From question no. 2, I have found that Tata Tea have different brands and retailer stock
almost all brands in their shop according to the customer’s satisfaction. Basically it can
be derieved from the survey that Tata Gold brand of Tata Tea is preferable to other brand.
C) From question no. 3, I have found that maximum retailer get their ordered stock on time.
So, they are satisfies with the service of Tata tea.
D) From the question no. 4, I have found that all the retailer get commission as money.
E) From the question no. 5, I have found that Tata tea provides various benefit to the
retailer.
F) From the question no. 6, I got different answers from the respondent. According to their
selling and purchasing from the stockist they got different benefit. Some of the extra
benefit during the last one year given by the company are as follows-

a) 1kg/500g/250g/100g/50g(Poly & JARs) MRP & RD rate increase

b) 2kg/500g/100g/50g( Poly & JARs) retailer margin increase
c) 25g/Rs.5 & Re.1 – RD price increase
 d) They got target incentive.

G) From the question no.7, I have got that most respondent like extra benefit provide by the
company. It is seen that benefit c) & d) greatly satisfying the retailer.
H) From the question no. 8, I have got different views from the different respondent. They
told about the different extra benefit given by the company. They are as follows-

1) 1kg/500g/250g/100g/50g(Poly & JARs) MRP & RD rate increase

2) 2kg/500g/100g/50g( Poly & JARs) retailer margin increase
3) 25g/Rs.5 & Re.1 – RD price increase
4) They got target incentive.

Besides these some of them told that they want different commission on different brand.
Some said that they need higher commission for high performance of selling.

I) From the question no. 9, I have found that extra benefit provided maximum respondent
encourages to attract their customers for Tata tea. That means extra benefit as mentioned
above may be the encouraging factor for the retailers.
J) From the question no. 10, I have found that out of the sample size most of the respondent
say that customer take advice from them and few of them oppose it.
K) From the question no. 11, I have found that almost all the customer of Tata tea take Tata
tea for their brand quality i.e. Tata has a good image among the customer for its better
quality.
L) From the question no. 12, I have found that almost all customer don’t think about the
price of Tata tea but few customers think for its price. From here we can interpret that
mostly customer look for the quality of a product rather than its price.
Recommendation and Suggestion:

During the project work I have noticed some drawbacks of the company’s marketing
techniques. To overcome these I may put some recommendations and suggestions for the
company for its bright future. These are as follows –

1) Service of the Tata tea for the retailers is well. Even though if we try to improve it
more i.e. some of the retailers which have not get the ordered stock on time, we can
try to give them on time, then it will be better for the company.
2) Like other company if we give some scheme for the consumer e.g. Contest Pack,
Discount price, Buy one get one free etc. it may grow the company’s selling growth.
3) Tata has a good image among the customers for its brand quality, so we should try to
maintain that quality.
4) Lastly, I may want to suggest that they may also think for its price.
 QUESTIONNAIRE

I Sanjib Tamuli am doing a survey for the topic “ Study of Effectiveness of Sales
Promotion activities with reference to Tata Tea “ as per my MBA course curriculum
under Sikkim Manipal University. So I design these questionnaire. I expect your full co-
operation in filling up the questionnaire according the instruction given below. These
responses will be used for academic purpose only an kept confidential as per knowledge.

Thanking you.
Sanjib Tamuli
3th Semester ( MBA )
Career Concern College,
(A Distance Learning Centre of Sikkim
Manipal University)
Guwahati-781003

[Hint: Please give a Tick mark against the box which one you have selected.]

1. Do you stock Tata Tea in your shop.

a) Yes [ ] b) No [ ]
2. Which of the following brands are you stocking in your shop.

a) Premium Leaf [ ]
b) Tata Gold [ ]
c) Tata Agni [ ]
d) Tata Life [ ]

3. Do you get the ordered stock on timely.

a) Yes [ ] b) No [ ]

4. Is Tata Tea providing you the commission as money.

a) Yes [ ] b) No [ ]

5. Can you remember that Tata tea is providing you extra benefit other than the Q. No.4
during last one year.

a) Yes [ ] b) No [ ]

6. If answer of Q.No.5 is Yes, than what other benefit you received during last one year.

a)…………………………………………………
b)…………………………………………………
c)………………………………………………….

7. Do you like when Tata Tea give/ provide extra benefit ( as Sales promotion ) to you.

a) Yes [ ] b) No [ ]
8. If answer of Q.No.7 is Yes, which type of extra benefit do you like.

a)…………………………………………
b)…………………………………………
c)…………………………………………

9. Am I correct when I assume that the extra benefit provided to you encourages you to
attract more customers for Tata Tea.

a) Yes [ ] b) No [ ]

10. Do the customers take your advice positively when you tell them to purchase Tata
Tea.

a) Yes [ ] b) No [ ]

11. From your experience what you have seen that customers purchase Tata Tea for its
reputation only.

a) Yes [ ] b) No [ ]

12. Even though Tata Tea is a very reputated company, customers think for its price.

a) Yes [ ] b) No [ ]
Address detail of the respondent:

Name of the shop:

Nature of the shop:
Location:
Dist.:
State:
Pin. :
Phone No.:
Bibliography:

Sl. No. Name of the books:

1) Marketing Management
2) History of Management
3) Project Management

Web site:

 www.google.com

 www.srei.com

 www.minipalu.com

 www.sify.com
Annexure:

 Questionnaire
 Books, magazines
 Internet data.
 CONCLUSION:

Hypothesis will lead the project work and based on the analysis & interpretation of
primary and secondary data the final conclusion will be concluded