PROJECT ON

MARKETING OF
TEA
BUSINESS STUDIES
CERTIFICATE

• This is to certify that Shrestha Dubey of class XII

(commerce) has successfully completed the Business
Studies project title “TEA MARKETING” as per the
guidelines of class. XII board examination conducted by
C.B.S.E. It is further certified that this project is the
individual and bona fide work of the candidate.
INTRODUCTION

• Name - Shrestha Dubey

• Std – 12th commerce
• Roll No – 22
• Guided by – Ajay Kumble
WHAT IS MARKETING MANAGEMENT ?

Marketing management is the process of decision making, planning, and

controlling the marketing aspects of a company in terms of the marketing
concept, somewhere within the marketing system. Before proceeding to
examine some of the details of this process, comments on two aspects will be
helpful background.
• The marketing concept is simple in principle but often very difficult, if not
impossible, to fully implement. Adam Smith’s comment cited above is most
consistent with it. The concept is that a company can more effectively serve
its own objectives if it will integrate the various aspects of its marketing
activities explicitly so as to meet the preferences of its customers.
WHAT IS MARKETING MIX ?

• Marketing mix usually refers to the set of 4Ps viz.

Product, price, Promotion, Place. But theoretically,
the marketing mix is a much broader term. Often the
three additional Ps- process, people, physical
evidence is also added and called 7 Ps of Marketing.
The role of the marketing mix is to synthesize the
visible and invisible qualities of a product with the
aspirations of the targeted clients. The marketing mix
for a manufactured product will be different from
that of a product as a service.
MARKETING MIX

Elements of
Marketing
Mix
1ST P PRODUCT
• A product is the heart of the marketing mix. All marketing activities begin with the product.
The product is not a physical entity alone; it captures the whole tangible and intangible
aspects like services, personality, organization, and ideas. Without a product, we have
nothing to price, promote or place. Hence, of all the 4 Ps the Product is the most elemental P.
Here, it is essential to understand the term product. Mix concerning marketing. The product
mix is the whole range of products a company offers to its customers. Say, for instance,
Apple an authority in electronic brand commands loyalty as a pioneer of mobile technology
and e-devices. Suppose, Apple decides to expand its product line with a new Apple sports
shoe. Thus the product mix of Apple.Inc will cover mobile phones, tablets, iPods, watches
and the new one in line the Apple shoes.
The decisions regarding product mix
will depend on many factors like:
Design
Features
Brand name
Product variety
Quality
Services
Packaging,returns,etc.
MY PRODUCT

•My product is “Tea”.

•In India Every person’s day
starts with tea only... Hence
there is huge scope of
expansion.
•My tea brand name is
TATA TEA
MY COMPETITORS

• Brook bond red label

• Duncan Darjeeling tea
• Taj mahal
• Wagh bakri tea
MY PRODUCT – TATA TEA
• Tata tea brand leads on the first position of best tea
brands in India. It is the most favorite tea brands of
Indian. People starts their day with a cup of Tata tea that
makes them refresh and energetic. The Tata tea brand is
acquired by Tata Group. It is the second highest
producer and distributor of tea in the world. The tea
brand is widely spread and owned five brands; Kanan
Davan, Chakra Gold, Gemini, Tetley and Tata tea. is
available in various varieties like tetley, Tata tea gold,
Tata tea premium, etc. The packet of 1 kg costs you
420rs. It the best tea brand as it is created by the long
leaves of Assam garden. Its taste is wonderful and
BROOK BOND RED LABEL

The manufacturing process of Brook Bond is occupied by

Hindustan Lever Limited in India. The brand was founded in
1869 and the brook bond red label was initiated in 1903.
Currently, Brook bond is leading at the second largest tea
brand in India. Red label contains various Ayurveda
ingredients that protects us from many diseases. It contains
cardamom,tulsi, ginger, mulethi and ashwagandha. These all
has their speciality and makes us healthy. It tastes is amazing
and the smell is also incredible. Most of the Indian families
love Red label tea make start their day with a cup of tea that
makes them energetic full day. It is easily available in India
and the packet of 1 Kg red label tea costs you 390rs.
DUNCAN DARJEELING TEA
Duncans Darjeeling tea brand is manufactured by
Duncans tea Limited situated in Kolkata, West
Bengal. The company is offering its services of tea
for 150 years. The taste of Duncans tea is
marvelous and offers a supreme taste of tea leaves
from Darjeeling garden. You can purchase
Duncans Darjeeling tea for online shopping sites
like Amazon, Flipkart, etc. This is the affordable
bad most popular tea brand in India.
TAJ MAHAL

Taj Mahal tea brand is the most luxurious tea brand in India. It is
endorsed by many famous celebrities like Saif Ali Khan, Madhuri
Dixit, Ayan Ali Khan and Zakir Hussain. It is produced by one of
the best quality leaves and has incredible aroma.
Taj Mahal is marketed by Unilever. The brand was initiated by
Brook bond in 1966, its tagline is Waah Tail. It is the most
successful tea brand India. The Taj Mahal tea consists premium
leaves of Assam, Darjeeling and Neelgiri garden. It is the tastiest
tea brand that gives you instant energy with its magnificent smell
and taste. The brand is preferred very people belongs to either high
class or middle class. You can easily find Taj Mahal tea brand in
any local store, grocery store and super market and can also order
online. The packet of 500g of Taj Mahal tea costs you 225rs.
FEATURE OF MY PRODUCT

We provide a good quality product in reasonable prices. And we use

Eco friendly and good quality materials to make our product. We try
to provide large variety of product as per consumer’s demand.
UNIQUE SELLING PROPOSITION (USP)
Good quality product at very reasonable amount.
VARIETY OF MY PRODUCT

• TEA
• GREEN TEA
• CLASSIC
• HERBAL TEA
MY TAGLINE

The taste of togetherness.

 TAGLINE OF MY COMEPTITORS

Brook Bond Red Label

• Chuskiyaan zindagi ki
Duncan Darjeeling Tea
• A premium Darjeeling tea.
Taj mahal
• Wah taj
Wagh Bakri tea
• Hamesha rishtey banaye.
LICENSING AND PERMISSION

Trade License under Shops and Establishments of the Particular Town/City of the State.
GST registration
Brand name Registration
Tax Registration – After the business registration process is completed, the next step is to get
the tax registration done.
MSME Registration- It can be obtained by micro, small and medium enterprises in
India to enjoy various subsidies and benefits in terms of loans, taxation, and other schemes.
Import Export Code for import-export businesses.
LABELLING

Labelling or using a label is describing someone or something in

a word or short phrase. For example, describing someone who
has broken a law as a criminal. Labelling theory is a theory in
sociology which ascribes labelling of people to control and
identification of deviant behaviour. It has been argued that
labelling is necessary for communication. However, the use of the
term is often intended to highlight the fact that the label is a
description applied from the outside, rather than something
intrinsic to the labelled thing.
MY LABELLING
2ND P PACKAGING

• Once the decision is taken on the brand, we have to consider the design and the make-up of
the package and the labelling of the package. Branding, packaging and labelling are
distinctly specialized activities, demanding the services of advertising experts. In reality it is
not the product which is displayed and sold but it is the brand together with the package and
the label which are sold or which enable to sell the product. In a sense your brand, package
and label represent your product.
• Modern methods of packaging are valuable to the manufacturer to establish his branded
products as distinct from those of his rivals. The more effectively a product is packaged the
more effective is its identity and individuality. Package is advertising on the shelf, a means
of attractive display in the retailers’ shops. Packaging alone makes possible branding and
advertising of products e.g., tea, soap, cosmetics etc.
PACKAGING CAN BE DIVIDED IN 3 PARTS

Primary Packaging refers to the immediate container of a product

• Secondary Packaging refers to the additional protection provided
besides primary packaging
• Tertiary Packaging refers further packaging that help in storage,
identification of transportation of the product
MY PACKAGING

1 Primary Packaging -
My product’s primary
packaging is a Jute bag.
Price is the monetary value that has to be paid by a customer to
acquire or own the product of a company. It is the critical revenue-
generating component of the firm. Pricing decisions should be taken
with great care, as it is a double-edged sword. If your product is
priced too high, it may exude a feeling of high quality. At the same
time, it will make your product placing to limited and standard
stores. So the marketer must know the art of wielding this
dangerous sword of pricing.
The pricing strategy of your organization must align with the
overall goal of your organization to blend smoothly. Whether you
want market penetration or skim over all this depends on your
pricing strategy.
MY PRICING

• TEA - ₹20 to ₹500

• Green tea - ₹50 to ₹300
• Classic - ₹20 to ₹200
• Herbal tea - ₹100 to ₹500
PRICES OF MY COMPETITORS..

Brook bond label :- Starts from ₹20

Duncan Darjeeling tea :- Starts from ₹131
Taj mahal :- starts from ₹60
Wagh bakri tea :- Starts from ₹50
3RD P PLACE
Place or physical distribution deals with the transfer of ownership of the product from the
manufacturer to the customer. The margin of your profit depends on how quickly you can turn over
the goods. The more swiftly the products reach the point of sale, the more likely are the chances of
satisfying the customers and increase brand loyalty. Hence the Place factor is crucial in ensuring
your product’s competitiveness in the market.

The following are the elements of a distribution mix :

Channels of distribution

Order processing

Coverage

Warehousing decision

product handling

Transport
MY CHANNEL OF DISTRIBUTION

1 TWO LEVEL DISTRIBUTION

Manufacturer-wholesaler – retailer consumer

2 ZERO LEVEL DISTRIBUTION

Manufacturer – Consumer
(through internet)
WAREHOUSING

•I took a small warehouse on rent from

myfriend near my factory. I
• will try to fully own it by paying money in
installment.
4TH P PROMOTION
It aims to serve two objectives. One, it informs the potential customers about your product and
secondly, it persuades them to buy your product. The promotion mix will thus include the
various means that you can use to communicate with the target audience. An effective
promotion mix will ensure good sales and marketer must strive to create a conducive
environment.

The main elements of a promotion mix are:

Advertising

Personal selling

Public relations

-Direct marketing

-Publicity –social media, print, etc.

MY PROMOTION TECHNIQUE

1ST PUBLIC RELATION

2ND PERSONAL SELLING
3rd Offers (buy 2 and get 10% off)
SOCIAL MESSAGE

These days the societal marketing concept is gaining a lot of importance, the
business must address social problem like deforestation, pollution, etc.

TATA TEA is concerned about environmental issues and promote recycling.

• We use jute bags instead of plastic bags.
• And we decided to contribute 2% of our profit for charity work.