RED LABEL TEA

GROUP 4
-Shruti Adake (01)
-Himashree Ghag (23)
-Mitali Jadhav (29)
-Omkar Kamble (35)
-Pranay Gorule (25)
-Sejal More (61)
-Prabhat Kudkar (43)

INDEX

SR.NO TOPIC PAGE NO

1. Introduction 1
2. Literature Review 1-2
3. Objectives 2
4. Hypothesis 2
5. Research Methodology 2-8
6. Limitations 8
7. Conclusions 9

INTRODUCTION

Since 1869, Brooke Bond has brought to you the perfect tasting tea experience with the best-
chosen leaves. It was in 1903 that Brooke Bond launched Red Label, one of India’s most
preferred tea brand today. Brooke Bond Red Label since then has changed the way people
drink tea.
In earlier time, tea was consumed for refreshment or just as a habit. Brooke Bond Red Label
worked to create one of India’s most favorite beverage ‘chai.’ Brooke Bond Red Label Tea is
a blend CTC tea with best quality leaves, processed in the unique Brooke Bond Tea
Excellence Centre.

REVIEW OF LITERATURE

According to the report, Brooke Bond Red Label Tea Powder has done Remarkable job in the
market. The significance of this topic was to study the Brooke Bond Red Label Tea Powder
and to collect local information about this powder. To know that how well our product is
doing in the market, is our costumer happy with the product and many more.
It is observed that 88% of the people have been using Brooke Bond Red Label tea powder,
they are well aware about availability of this brand in the market. They come to know about
this tea powder through the means of TV and Newspaper.
The data collected and analyzed and general observations has proven that the users of Red
Label Tea Powder are quite satisfied with this tea powder. They will not switch over to other
tea powders, they will continue to use the same and even they will recommend to others also
to use the same.
It is even found that 73% of Red Label users said that price of Red Label tea powder is
reasonable. Advertisement has influenced 95% customers to use this one a lot. Besides this it
is observed that the price of Red Label is affordable to everyone.
The findings from the research states that Red Label Tea Powder is doing a great job in the
market. The strength of the product is the quality and ingredients AND the weakness of the
product is the quantity. We will make our product more lovable and available in the market.

OBJECTIVES

 This study will help us to know customer preference towards Red Label tea powder.
 This study is important to understand the changing preference of the customer.
 It helps to understand the needs of customer.

HYPOTHESIS

Before starting the survey, the question that arise in our mind is; ‘Does our product i.e., Red
Label Tea powder is keeping up to the mark in the market or not’.
Before the survey, the prediction or the statement that we want to make is ‘we hope that our
product is affordable to all’. The taste of our tea is likeable to all the customers in the market.

RESEARCH METHODOLOGY

A) Research Design-
• Descriptive Research Design & Survey based.
• In tune with objectives of study, survey of customers was conducted.
B) Data collection method-
• Data has been collected from the primary as well as secondary source.
• Primary Data collected through questionnaire while the secondary data has been
collected from the company’s website and their manuals, handbooks and journals and
other records.
C) Sampling framework-
• Type of method- Probability Sampling method (SIMPLE RANDOM SAMPLING
METHOD)
• Sampling Unit- Young generation, Customers of Brooke Bond Red label Tea powder.
• Sample Size- The sample size of survey is 53 respondents.
D) Data Analysis Method-

1) Which brand of tea powder are you using?

Interpretation-
1. 54.7% of respondents have been using Red Label Tea Powder.
2. The number of respondents using Taj and Parivar tea powder is 0% as compared to Red
Label.
3. 45.3% customers are there who have been using society tea powder other than Red
Label.

2) How did you come to know about red label tea powder?

Interpretation-
1. 88.7% of respondents came to know about this tea powder through TV.
2. After TV the next medium is Friends through which 7.5% of respondents come to
Know about this tea powder.
3. The percentage of respondents who come to know about Red Label through their
Newspaper is
Nil.

3) Do you think that price of the tea powder is affordable?

Interpretation-
1. 86.5% of respondents using Red Label have responded that the price of this tea powder is
Affordable.
2. 13.5% of respondents have responded that the prices of Red Label are not affordable at all.

4) What is your opinion about the price level of red label?

Interpretation-
1 .78.8% of respondent said that Red Label tea powder is available in the market at
Reasonable cost.
2. 0% of respondents think that the price level of Red Label is cheaper and 21.2% of people
think that it is costly.

5) Is this brand of tea powder easily available in the market?

Interpretation-
People can easily get the Red Label tea powder from anywhere, all 100% Respondents said
that it is easily available in the market.

6) Has the advertisement influenced you to buy this tea powder?

Interpretation-
1. Advertisement has influenced to 73.1% of people to use Red Label tea powder.
2. 26.9% of customers are there who are using Red Label own their own choice they are not
influenced by advertisement to use Red Label.

7) What changes you would like to see in this brand?

Interpretation-
1. 9.8% customers like to see better packaging of Red Label.
2. 21.6% of respondents expect that this brand should provide improved quality of tea
powder to its customers.
3. 29.4% of respondents expecting that the Red Label should provide more quantity and
remaining 37.3% expects that they should fulfill above three requirements, which are
mentioned above.

8) Would you recommend this tea powder to others also?

Interpretation-
From the survey, it is cleared that the 78.8% of respondents recommend others also to use
Red Label tea powder. And remaining 21.2% respondents that they will not recommend to
others to use the same.
9) Does this quality of this product get deteriorate due to long term storage?

Interpretation-
1. 42.3% of respondents said that the quality of Red Label tea powder gets deteriorate due to
long
term storage.
2. Remaining 57.7% said that it does not get deteriorate due to long time storage.

10) What are the special things that keeps you stick to red label?

Interpretation-
1. 42% of the respondents said that Ingredients is the special thing that they want to stick
to Red label.
2. 34% of the people said that Aroma is the special thing.
3. Remaining 24% said Herbs is their special thing.

E) Data collection tools (Mean, Median, Mode)-

1) Which brand of tea powder are you using?

Red label 29 responses 54.7%
Society 24 45.3%
Parivar 0 0
Taj 0 0
Total 53 100%
Mean- 29+24+0+0/4= 13.25, Median- 24+0/2= 12, Mode- 0
2) How did you come to know about red label tea powder?
 Tv 47 responses 88.7%
Friends 4 7.5%
Newspaper 1 1.9%
Self 1 1.9%
Total 53 100%
Mean- 13.25, Median- 4+1/2= 2.5, Mode- 1

3) Do you think that price of the tea powder is affordable?

Yes 45 responses 86.5%

No 7 13.5%
Total 52 100%
Mean- 48.5, Median- , Mode-

4) What is your opinion about the price level of red label?

Cheaper 0 responses 0
Reasonable 41 78.8%
Costly 11 21.2%
Total 52 100%
Mean- 44.66, Median- 41, Mode-

5) Is this brand of tea powder easily available in the market?

Yes 53 responses 100%

No 0 0
Total 53 100%
Mean- 26.5, Median- , Mode-

6) Has the advertisement influenced you to buy this tea powder?

Yes 38 responses 73.1%

No 14 26.9%
Total 52 100%
Mean- 26, Median- , Mode-

7) What changes you would like to see in this brand?

Better Packaging 5 responses 9.8%

Improved Quality 11 21.6%
More Quantity 15 29.4%
All of above 19 37.3%
Total 50 98.1%
Mean- 12.5, Median- 11+15/2=13, Mode-

8) Would you recommend this tea powder to others also?

 Yes 41 responses 78.8%
No 11 21,2%
Total 52 100%
Mean- 26, Median- , Mode-

9) Does this quality of this product get deteriorate due to long term storage?

Yes 22 responses 42.3%

No 30 57.7%
Total 52 100%
Mean- 26, Median- , Mode-

10) What are the special things that keeps you stick to red label?

Ingredients 21 responses 42%

Aroma 17 34%
Herbs 12 24%
Total 50 100%
Mean- 25, Median- 17, Mode-

LIMITATIONS

1. This study is very time consuming.

2. Situation may get change after the survey. Customers taste and preference may change
with the introduction of new product in the market.
3. Information given by respondents is assumed to be true.

CONCLUSIONS

• From this survey we came to know that the Brand Red Label should make use of
Discount coupons, promotional strategy with a view to reach large number of
customers and to increase the sales in the market.
• Super market is the leading place from where the 43% of respondents like to buy this
tea powder. So, the brand should focus first on all Super markets. The brand should
make available their product in all Super markets. 27% people like to buy this tea
powder from Departmental stores and 25% customers like to have this tea powder
from Retail store. So, the brand should also make available their product in all Super
markets and Retail stores.
• Quality is the prime inspiring factor. It has inspired 66% of customers to go for this
tea powder. so; there is strong need to provide improved quality of tea than what the
brand provides with existing tea powder and the 20% users were inspired due to
Quantity so the Quantity should also be increased.