Project Title:-

EVALUATE CONSUMER REACTIONS TO ALL

BRAND
PROMOTIONS DONE BY COMPETITION
DURING THE RECENT QUARTER
THAT SAW HIGH BRAND ACTIVITY

Pulkit Prasad
 Tea buyer (Male and female )

Bhopal Jabalpur

Male is the majority of the buyer of tea for household consumption in both cities.
 Age Group

Bhopal Jabalpur

The age group of 20-40 yrs. is the majority of the buyer in both cities above 80%
 Income Group

Bhopal Jabalpur

In Bhopal 3-7 lakh per annum and Jabalpur has up to 3 lakh per annum is the major income group of Tea buyers
 Awareness of TEZ brand

Bhopal Jabalpur

47.5% in Bhopal and 73.6% in Jabalpur consumers remembered the TEZ brand name.
 SKU Preference

Bhopal Jabalpur

Pack size Preference % Pack size Preference %

Small pack 2% Small pack 35%

250 gm 39% 250 gm 17%

500 gm 52% 500 gm 30%

1 kg 7% 1 kg 18%

Bhopal consumers want 250 gm and 500 gm pack size and Jabalpur consumer wants small pack size and 500
gm in the majority.
 Did you ever purchase Tea promotions?

Bhopal Jabalpur

Bhopal 63.4% and Jabalpur 69.2% consumers did purchase tea promotion in last few years.
 Promotion list (last 5-month promotion done by the tea
company)
Code Product Promotion
Promo-1 Brook Bond Red Label   250 gm pack @ free Rs 30 Horlicks

Promo-2 Brook Bond Red Label 1 kg pack @ 4% Extra

Promo-3 Marvel Tea Yellow Buy 2 packs of 250 gm and get one 250 gm pack free

Promo-4 Marvel Tea Yellow Buy 2 packs of 500 gm and get one 500 gm pack free

Promo-5 Marvel Tea Yellow 1 kg pack free (Container/Stool/Bone-china set/Cup)

Promo-6 Goodrick Tea 250 gm pack @ free Spoon/Cutlery

Promo-7 Mohini 1 kg pack @ free (Container/Stool/Bone-china set/Cup)

Promo-8 Tea Valley Utsah 250 gm pack @ free 200gm crystal sugar.
Promo-9 Double Diamond 20% extra in all Pack
Promo-10 Wagh Bakri Mili 1 kg pack @ free Plastic bottle 400 ml
 Promotion Purchased
Bhopal Jabalpur
Promotion No. Existing customer First time customer Promotion No. Existing customer First time customer
P1 34.82% 9.82% P1 7.41% 4.63%
P2 0.00% 0.00% P2 23.15% 1.85%
P3 1.79% 0.00% P3 14.81% 2.78%
P4 0.89% 0.89% P4 3.70% 1.85%
P5 5.36% 16.07% P5 3.70% 9.26%
P6 4.46% 0.00% P6 1.85% 16.67%
P7 0.00% 0.89% P7 4.63% 5.56%
P8 0.89% 7.14% P8 0.00% 6.48%
P9 0.00% 1.79% P9 5.56% 6.48%
P10 5.36% 18.75% P10 0.00% 3.70%
Promos - 1,5,10,6 is a popular promotion and consumers buy the product for the first time
 Promotion Remembered

Bhopal Jabalpur
Promotion No. Observed % Promotion No. Observed %
P1 55.36% P1 44.44%
P2 0.89% P2 15.74%
P3 16.07% P3 13.89%
P4 17.86% P4 23.15%
P5 61.61% P5 15.74%
P6 13.39% P6 14.81%
P7 0.89% P7 8.33%
P8 28.57% P8 16.67%
P9 8.04% P9 35.19%
P10 60.71% P10 20.37%

Promos - 1,5,9, and 10 has most remembered by the consumers.

 Promotion Preference

Bhopal Jabalpur
  Promotional scheme   Promotional scheme
P-1 Get Extra Percentage free on the pack size P1 20 % discount coupon
P2 50 % Extra tea
P3 Free sugar 100 gm
P-2 Buy one get one free (same tea pack/ other grocery P4 Discount offer code/ coupon on zomato/ swiggy
product) P5 Toffies with fancy box
P-3 Get free Cutlery (Spoon/fork/knives) P6 cold drink bottle

P-4 Get Free Container/Jar/Bottle/Mug P7 Funny unisex friendship/ couple bands

P8 Wallet/ purse
P9 The stationary items (Pen set/ Pencil box)
P-5 Get Free Kitchen Utensils (steel Plate/ Bowl/Bone-
chinaware) P 10 Amazon/ Flipkart gift coupon
P 11 Fridge magnet
P-6 Get free Mobile data Coupon (1GB, 1.5GB, 2GB) P 12 Kitchen cutlery (Steel spoon/ knife)
P 13 Utensils (mug/ bowl/ plates- chinaware)
P-7 Scratch Card (Chance to win silver coin)
P 14 Packets of bindi/ key chain
P 15 Scratch card to win a silver coin for a lucky winner
 Promotion Preference
Bhopal Jabalpur
Promotion Rank-1 Rank-2 Rank-3 Rank-4 Rank-5
Promotion Rank-1 Rank-2 Rank-3 P-1 56.48% 5.56% 0.93% 0.00% 0.00%
P-2 21.30% 18.52% 2.78% 1.85% 2.78%
P-1 33.04% 33.93% 5.36% P-3 3.70% 12.96% 11.11% 0.93% 0.93%
P-4 3.70% 16.67% 13.89% 0.00% 1.85%
P-2 44.64% 7.14% 7.14% P-5 3.70% 11.11% 6.48% 2.78% 2.78%
P-6 0.93% 11.11% 7.41% 4.63% 3.70%
P-3 0.89% 6.25% 5.36% P-7 1.85% 3.70% 6.48% 2.78% 1.85%
P-8 0.00% 7.41% 10.19% 9.26% 2.78%
P-4 5.36% 11.61% 15.18% P-9 1.85% 3.70% 13.89% 9.26% 2.78%
P-10 1.85% 5.56% 7.41% 6.48% 2.78%
P-5 8.04% 26.79% 31.25% P-11 0.93% 1.85% 1.85% 4.63% 3.70%
P-12 0.00% 0.93% 5.56% 10.19% 5.56%
P-6 2.68% 7.14% 11.61% P-13 0.93% 1.85% 7.41% 13.89% 8.33%
P-14 1.85% 2.78% 3.70% 10.19% 8.33%
P-7 2.68% 6.25% 23.21% P-15 4.63% 1.85% 11.11% 12.96% 23.15%
RETAILER ANALYSIS
 SKU in the Jabalpur retail store
Brand Name Small Pack 250 gm 500 gm 1 kg
Brooke Bond Red Label
12 12 12 9
Brooke Bond TAAZA
12 12 12 6
Tata Tea Premium 10 11 10 5
Tata Tea Gold 6 12 10 2
Tata Tea Agni 12 12 12 5
Wagh Bakri 12 12 11 4
Taj Mahal 5 12 12 1
Marvel Tea Yellow
4 9 6 0
Double Diamond 7 7 5 0
Mohani Tea 0 0 0 0
Goodricke CTC leaf 3 3 1 0
Total Unit 83 102 91 32

Average Tea sales per month – 27 kg

The 250gm pack size is most preferred by the consumer
Note:- This analysis was done on less than 15 responses (the survey is still going on for Jabalpur)
 SKU in the Bhopal retail store
Brand Name Small Pack 250 gm 500 gm 1 kg
Brooke Bond Red Label 48 49 47 32
Brooke Bond TAAZA 43 46 38 20
Tata Tea Premium
27 37 29 15
Tata Tea Gold 22 44 38 15
Tata Tea Agni 43 49 47 29
Wagh Bakri 25 42 35 14
Taj Mahal 19 44 38 18
Marvel Tea Yellow 26 44 34 17
Double Diamond 2 8 3 2
Mohani Tea 1 2 1 1
Goodricke CTC leaf 17 34 15 3
Total Unit 273 399 325 166

Average Tea sales per month – 30 kg

The 250gm and 500gm pack is preferred by the consumer
 Promotion List (last 5-month promotion done by the tea
company)
Code Product Promotion
Promo-1 Brook Bond Red Label   250 gm pack @ free Rs 30 Horlicks

Promo-2 Brook Bond Red Label 1 kg pack @ 4% Extra

Promo-3 Marvel Tea Yellow Buy 2 packs of 250 gm and get one 250 gm pack free

Promo-4 Marvel Tea Yellow Buy 2 packs of 500 gm and get one 500 gm pack free

Promo-5 Marvel Tea Yellow 1 kg pack free (Container/Stool/Bone-china set/Cup)

Promo-6 Goodrick Tea 250 gm pack @ free Spoon/Cutlery

Promo-7 Mohini 1 kg pack @ free (Container/Stool/Bone-china set/Cup)

Promo-8 Tea Valley Utsah 250 gm pack @ free 200gm crystal sugar.
Promo-9 Double Diamond 20% extra in all Pack
Promo-10 Wagh Bakri Mili 1 kg pack @ free Plastic bottle 400 ml
Bhopal (Promotion v/s Sales increase)
Promotion Promotion kept Zero Sales increase 10% 20% 30% >30%

P-1 90.20% 34.78% 47.83% 13.04% 2.17% 0.00%

P-2 7.84% 75.00% 0.00% 25.00% 0.00% 0.00%

P-3 39.22% 20.00% 65.00% 10.00% 0.00% 5.00%

P-4 33.33% 47.06% 29.41% 11.76% 0.00% 5.88%

P-5 68.63% 17.14% 11.43% 60.00% 2.86% 0.00%

P-6 50.98% 42.31% 50.00% 7.69% 0.00% 0.00%

P-7 7.84% 25.00% 0.00% 50.00% 25.00% 0.00%

P-8 39.22% 50.00% 35.00% 5.00% 0.00% 10.00%

P-9 33.33% 82.35% 5.88% 0.00% 0.00% 0.00%

P-10 82.35% 28.57% 33.33% 16.67% 9.52% 0.00%

Jabalpur (Promotion v/s Sales increase)
Promotion no. Promotion kept Zero Sales increase 10% 20% 30% >30%

P-1 100.00% 16.67% 83.33% 0.00% 0.00% 0.00%

P-2 25.00% 100.00% 0.00% 0.00% 0.00% 0.00%

P-3 16.67% 50.00% 50.00% 0.00% 0.00% 0.00%

P-4 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%

P-5 33.33% 25.00% 50.00% 25.00% 0.00% 0.00%

P-6 8.33% 0.00% 100.00% 0.00% 0.00% 0.00%

P-7 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%

P-8 50.00% 16.67% 83.33% 0.00% 0.00% 0.00%

P-9 66.67% 87.50% 12.50% 0.00% 0.00% 0.00%

P-10 91.67% 18.18% 63.64% 9.09% 0.00% 0.00%

Note:- This analysis was done on less than 15 responses (the survey is still going on for Jabalpur)
THANK YOU