WISHING YOU A LONG LIFE!

ABOUT THE PRODUCT

 Lipton Ayushkama - a tea product enriched with phyton

utrients, anti oxidants and natural immunity providers li
ke garlic, clove, tulsi, ginger and various such ayurvedi
c components.

 Tagline – Wishing you a long life.

PRODUCT BENEFITS
 Immunity booster

 Free of toxic substances

 Healthy, lowers the risk of several chronic diseases

 Helps in reducing the risk of diabetes, blood pressure

OBJECTIVES
VISION : To co- create a healthy community.
MISSION: To bring a global acceptance for Ayurvedic ready to drink tea
.
Short term goals:
 To satisfy the Indian customer’s urge to drink tea with a health
quotient – Ayurvedic ingredients.
 To gain customer loyalty through brand recognition – AYUSHKAMA
, a Sanskrit word

Long term goals:

 Expansion to US, China and Middle East.
 To establish a foreign customer base - AYURMIX for gaining better
global brand image recognition.
POSITIONING STATEMENT

- An immunity boosting ready to drink tea, fortified with t

he right essence of Ayurvedic ingredients, acts as a deterrent again
st diseases and enables all to lead a healthy way of life.
CATEGORY ANALYSIS

Price
*Focusing on middle income class Positioning Trends
consumers
* Medicinal value
*Price premium changes according
to the size of the product *Used even after the season
(Rs.150 – Rs. 200)

Packing format Consumption Drivers

*Each tea bag contain 2 gms
* Single serve consumption
*30 teabags in each pack
*Convenient to use at any season
*Sold in Multi packs
*The health claim encourage the
*Material used for packing each
consumer for the usage
teabag – Filter paper
Health claims – Currently Corona,
And paperboard for outer package
other seasonal diseases
CUSTOMER ANALYSIS

 India is the largest tea consuming country all across the globe.

 Current scenario of Covid – concern for health – rising cost of health

care.
 Health benefits – boost immune system- anti depressant- digestion, detoxification an
d weight loss.
 Buying pattern - buying pattern for tea is constant, Indians cannot think of a day wit
hout a cup of tea.
 Target- middle and upper middle class in urban area.

 Life style of urban people - awareness levels are especially high in the metro cities.
COMPETITIVE ANALYSIS
Major Competitors

 TATA Global Beverages Limited

 A. V. Thomas Group
 Wagh Bakri
Market Share of Competitors

Wagh Bakri
20%

Tata
35%
Tata
HUL
AVT
Wagh Bakri
AVT Others
16%

HUL
29%

Source: statista.com
MARKET SEGMENTATION
Geographic Segmentation
 India market
 Semi-urban & urban consumer population living in Tier 1 and Tier 2 cities
 Diverse climatic condition

Demographic Segmentation
 Age : 12-70 years of age
 Family Size: Small, Medium and large families in Tier 1 and 2 cities
 Income Group: middle and higher middle class groups
 Education: Well-educated, aware, politically and socially conscious, respo
nsible and aspiring citizens
 Gender: Family/home managers (specifically women)
CONTD
Behavioural Segmentation

 Use the product on a regular basis

 Who are quality-conscious
 Aware and informed
 Medium to heavy users with medium to strong loyalty.
 Benefit sought

Psychographic Segmentation
 Convenience and comfort-seeking customers
 customers active in social discourses and causes
MARKETING MIX
 AYUSHKAMA TEA
 IMMUNITY BOOSTER
 HERBAL INGREDIENTS PRODUCT

 PRODUCT EXCLUSIVE FOR INDIAN

MARKET PLACE
 TO BE DISTRIBUTED ALL OVER
INDIA
 FOCUS ON MIDDLE & HIGH
INCOME GROUPS
 PRICE – RS.150 PRICE

 TV ADVERTISEMENT
 NEWSPAPERS
 SOCIA MEDIA
PROMOTION
THANK YOU
Group 4 -
Aleena Rose CR
Anns Lalu
Famy John
Jithin A Kumar
Mathew Febin Charles
Parvathy Menon
Sanjay Sajith
Vishnu R Nair