BRM PROJECT

STUDY OF TEA INDUSTRY IN AHMEDABAD

Submitted To: Prof. Jinal Parikh

Submitted By: Abhilasha Babbar A03 Siddharth Gajera A16 Shivam Mankad A28 Abdul Sama A41 Bhavin Shah A45

OBJECTIVE Research is a systematic design, collection, analysis, and reporting of data and findings relevant to specific topic. And the objective plays very vital role for the research. The objectives of a research project summaries what is to be achieved by the study. Objectives should be closely related to the statement of the problem. Preparation of project report on an industry is a tool through which an individual can establish the link between theory and ground realities. Project work enables one in learning the practical use of theory. The purpose of this study is to get familiarized with the Ahmedabad Tea Market, and mainly its local tea processors market. The present study covers the following objectives. To highlight the market scenario of Ahmedabad Tea Market. To understand the market of local tea processers of Ahmadabad. To understand the preference of Ahmadabads consumers towards selecting a particular brand of tea.

SCOPE:
The scope of the project refers to the description of the area which we covered for the respective project. This narrative description should include all project assumptions, any project objectives that have been determined One of the first and most important steps in project is to flash out a scope definition which identifies and describes all work. The scope establishes the tone for the remainder of the planning efforts and therefore should be sufficiently detailed. During the project team should identify and describe all work that is necessary to bring the project. The scope definition is meant to ensure that everyone on the team understands what is expected of them during the project. In addition all project work that can be reasonably predicted must be ascertained and reported.

Scope of the Study Scope of our project is confined to Ahmedabad City only. We will evaluate our project on the basis of following criteria. 1. Marketing, selling and distribution strategies of national and local tea brands in Ahmedabad. 2. Popularity of tea brands in the city. 3. Consumer behavior against selecting a particular brand of tea. We took the following samples to accomplish our objective.
i.

Provision store owners of different areas of Ahmedabad- 90 stores Consumers of tea- 100

ii.

Limitations We could not get more statistical data about Ahmedabad as it was not available.

RESEARCH METHODOLOGY
1. DATA COLLECTION
Researchers usually start their investigation by examining secondary data to see whether the objective is appropriate or not and then they collect the primary data. Primary data is collected by A Retailers Survey of Ahmedabad City A consumer survey of Ahmedabad Citys different Areas. Secondary data is collected through Magazines- Tea Time Internet Published data

2. RESEARCH APPROACHES

Observational Research is used to gather fresh data by observing the situations in the prevailing market. One can also use informal interviews to get the glance over the industry. Survey Research is best suited for descriptive research. Researchers undertake surveys to learn about consumers knowledge about particular product, their beliefs, perceptions, preferences and satisfaction. Usually Questionnaire is used to ask the respondents about their preferences.

Observational Research
Observation of the Kitliwalas of different Areas.

Survey Research

 A consumers Survey
Visit of local tea retailers of Ahmedabad

RESEARCH INSTRUMENTS
Questionnaire A Questionnaire of Provision Stores.
A Questionnaire of Consumers

SAMPLING PLAN Who should we survey?

The most important question for selecting a sample, we, for tea market research

will do a survey of provision store owners, wholesalers and consumers of tea.

How many people should we survey?

Sample size should be appropriate because large numbers of samples give

unnecessary information and small sample size will give inadequate information so perfect sample size should be there.

A PILOT SURVEY OF PROVISION STORES OF DIFFERENT AREAS To get the glimpse of the tea market of Ahmedabad we surveyed provision stores of different areas. The areas which we surveyed are Naranpura, Nehrunagar, Usmanpura, Ambavadi, Navrangpura, Paldi, Vadaj, Kalupur, Dariyapur, Isanpur, Shahpur, Dhodasar, Bapunagar, Maninagar, Gurukul, Satellite, Khadia and Vatva. We planned to cover all areas of Ahmedabad to get the perfect idea of the market but we were getting most of the same results so we did not continue the survey. We took 4 to 5 provision stores per area according to the size of the area. The questionnaires were filled in Gujarati Language for ease of provision store owners. The Questionnaire is attached in annexure.

4. Which brands of tea do you keep in your store?

REASON: To understand the market of the different brands of tea in different areas of Ahmedabad.

TEA IN PROVISION STORES TATA TEA WAGH BAKRI TEA C. SOMABHAI TEA MILI TEA GOOD MORNING TEA BROOK BOND TEA GIRNAR TEA JIVRAJ TEA SARGAM TEA LIPTON TEA RAJHANSH TEA HASMUKH TEA

NO. OF RETAILERS PREFER 58 88 30 65 29 32 4 32 29 21 24 2

PERCENTAGE
65.91 100 34.09 23.86 32.95 36.36 4.55 36.36 32.95 23.86 27.27 2.27

ANALYSIS: From the above chart we can conclude here that Waghbakri is the king of the market in Ahmedabad. However in terms of national brands, we can say that TATA is having a good market in Ahmedabad and it is a major competent to Waghbakri at Ahmedabad.

5. Why do you keep only these brands of tea?

REASON: To know the factors which affect more on keeping particular brands of tea in provision store.

REASONS FOR KEEPING A NO. OF PARTICULAR BRAND OF RETAILERS TEA PREFER PRICE DISC./PROMOTION OFFER PROFITABILITY CONSUMERS DEMANDS QUALITY PAYMENT TERMS REGULARITY 35 8 18 79 84 18 57

PERCENTAGE 9.09 20.45 32.95 89.77 95.45 20.45 64.77

ANALYSIS: From the above chart we can say that provision stores in Ahmedabad are more concern about the Quality of tea. Generally they keep the tea of only those companies which provides best quality. However they are concern about consumer demands also so they may keep the tea of the brand which is of not good quality but having good consumer demand. Regularity in terms of supply of products by the company is also at par to quality and consumer demands.

6. Which of the above brand of the tea you are selling more? And how much you are selling? REASON: To know the popularity of the brand. Analysis: As per our survey we can say Waghbakri is more popular in the retail market. On an average 50kg of Waghbakri Tea is sold by the retailer.

According to you, on what basis consumers are purchasing a particular brand of tea?
7.

REASON: To know the consumer preference according to provision store owners.

NO. OF PEOPLE PREFER 63 7 35 62 87 18 4

CONSUMER PREFERENCE AVAILIBILITY ATTRACTIVE PACKING HABIT TASTE QUALITY ADVERTISEMENT FREE GIFT FROM COMPANY

PERCENTAGE 71.59 7.95 39.77 70.45 98.86 20.45 4.54

ANALYSIS: Here we can say that consumers also take into account the quality of tea while purchasing tea of particular brand. Taste of tea and availability of tea is also a major concern for consumers, so they will buy the tea which is of good quality according to their taste and which is also available to them in the market. Advertisement and Sales promotion offers by the company dont affect the consumers psychology.

8. According to you which company has better supply chain? REASON: To know which companys supply chain is satisfying more to the provision store owners.

NAME OF COMPANIES TATA WAGH BAKRI C. SOMABHAI BROOK BOND GIRNAR JIVRAJ SARGAM HASMUKH RAJHANS

PREFER 7 88 2 5 1 17 2 0 0

PERCENTAGE 7.95 100 2.27 5.68 1.13 19.32 2.27 0 0

ANALYSIS: Every Company is having good supply chain. Generally provision stores will not keep the tea of the companies which do not have good supply chain. Some provision stores in rural Ahmedabad are having the problem of supply of products from the company.

Which offer does these companies are offering so that you will purchase more quantity from the wholesalers?
9.

9.1 If yes than give details on, in which time period and which offers does this companies are offering? REASON: To know which offer is made by the companies so that the retailers purchase more quantity of their brand. And the second question is put to know mostly in which season the companies are giving more offer to the retailers.
OFFER YES NO 47 41 PERCENTAGE 53 47

ANALYSIS: There is no specific time for giving offer. But generally the offers are given during festival time mostly in Diwali. Approximately half of the wholesalers are willing to give extra offers. Due to which retailers are getting attracted to buy more quantity from them.

Which factors do you consider while keeping any new companys tea in your store?
10.

REASON: To know the factors which provision store owners consider while keeping any new companys tea.

FOR NEW COMPANY ATTRACTIVE PRICE PROFITABILITY NEED OF CONSUMERS REGULARITY PAYMENT TERMS QUALITY MARKET DISC./PROMOTION OFFER

PREFER 30 21 33 20 9 54 24 5

DON'T PREFER 58 67 55 68 79 34 64 83

ANALYSIS:
Retailers keep only those products which are of good quality. They also consider the consumer demand, profitability and price of the product along with its quality. They are less concern about factors like discount and payment terms. In short, retailers will keep those products which are of

best quality, which is having good consumer demand and which is profitable for their business also.

INTRODUCTION OF TEA:

1) TEA:
After water, tea is the most widely consumed beverage in the world. TEA the word itself gives us the feeling of freshness. This simple three letter word has the capacity to transform our mood. Tea is the agricultural product of the leaves, leaf buds, and internodes of the Camellia sinensis plant, prepared and cured by various methods. "Tea" refers to the aromatic beverage prepared from the cured leaves by combination with hot or boiling water, and is the common name for the Camellia sinensis plant itself. also

A tea plant is sensitive to its soil and atmosphere. So much so, that its very flavor and taste could vary within a single estate and from one day to another. Only the discerning sense of a seasoned tea taster can distinguish what are similar looking tea granules to an untrained eye.

2) HISTORY OF TEA:
It is said that tea was discovered accidentally by Emperor Shen Nung back in 2700BC. After a large meal one day, he was relaxing in the garden with a cup of boiling water. At that time some leaves from a nearby tree fell into the cup. Unnoticed he consumed the drink. He enjoyed the taste of the tea and the pain relief of the drink was so much. Like this the cup of tea was born. The Indian legend tells how in the fifth year of a seven year sleepless contemplation of Buddha he began to feel drowsy. He immediately plucked a few leaves from a nearby bush and chewed them which dispelled his tiredness. The bush was a wild tea tree. The first tea used in England came from China, and it wasn't until the 19th century that tea growing spread to other countries and indigenous tea was discovered in Assam. The UK is the largest importer of tea. The English quickly developed an almost unquenchable thirst for the drink and began searching for a way to get tea without having to buy it solely from China. In 1835 the English East India Company, upon discovery of an indigenous variety of Camellia Sinensis in Assam, India, established their first experimental tea plantation there. It was largely unsuccessful at the beginning. In 1856 varieties of tea from the Yunnan and Keemun provinces of China were introduced in Darjeeling, India, and soon thrived. Some of the most prized and expensive Indian black teas come from this high mountain region. One year later tea was cultivated in Ceylon (Sri Lanka). Luckily, for tea growers and consumers, a fungus wiped out the coffee crop in Ceylon in 1869, then its' main export. This opened the door to increased tea production and exportation. By the early 1900's tea was being cultivated in Java, Sumatra, Indonesia, Kenya and other parts of Africa. Presently, the United States has been added to the list of tea producers as there is one plantation in North Carolina.

3) TYPES OF TEA:

White Tea: Recently popular, white tea is produced when two leaves and a bud are picked just before sunrise to preserve the moisture in the leaf. White tea is from two varieties of the Chinese tea bush-the Shui Hsien and the Dai Bai. This tea is characterized by a delicate flavor with very little color, however it is highly priced because a days picking produces only about 1 - 2 kgs. Although it is called white tea, the tea does have some light green color characteristic of the newest buds originating on the bush. The buds are steamed to destroy the enzymes that would otherwise destroy the tea and dried either in the dryer or in the sun. Green Tea: Green tea is produced by steaming the leaves to destroy the enzymes that might otherwise ferment the leaves. The leaves are then rolled either by hand or by mechanical rollers, to bring out the juices in the leaves that are responsible for its flavor. The rolled leaves are then fired to dry them. The entire process of rolling and firing is repeated several times until the leaves are completely dry. The process of producing green tea is very exacting because variation in the drying time can result in fermentation of the leaves which spoils its flavor. Green tea is mainly produced in Japan and China, all though increasingly, the Indian estates are producing high quality green tea to supply to the increasing connoisseur demand in Japan and other markets. Oolong Teas: Oolong teas are semi fermented teas that are partially fermented before drying to preserve the natural flavors. Legend has it that a tea farmer, producing the tea, was scared away by a black snake. When he returned found that the tea had been ermented to a red color and produced a delightful flavor. while he most

The process of producing Oolongs begins with picking of the two leaves and a bud, generally early in the morning. The leaves are then partially dried indoors to promote fermentation. When the leaves start turning red - at a stage, when 30% of the leaves are red, and the rest 70% are green, the leaves are rubbed repeatedly by hand or mechanically to generate flavor and aroma, and finally dried over charcoal. The final stage in production of Oolong teas is blending the teas to produce the characteristic flavor of the garden or the brand.

Black Tea: Arguably, the most widely consumed beverage, black tea is a close cousin to the Oolong in that if the tea is fermented long enough, and the leaves turn blacks, hence the term "black tea". Although Black teas could produced in China, Chinese producers have focused entirely on production of Oolongs to satisfy the great demand from the local market. the other hand, the Indian, Russian, and Middle Eastern markets demand teas, and in response to this demand, the Indian, Sri Lankan and African producers have

be On black
focused

mostly on producing black tea. There are two types of black teas: OrthodVox teas and CTC teas. Most teas we find in the west tend to be Orthodox teas. Orthodox teas have the appearance of a leaf either whole or broken and are distinctly different from CTC teas which tend to be in the form of round globules. Like the other teas, the process of producing orthodox black tea begins with picking of the top three leaves and a bud.

Pu-erh tea Pu-erh tea is also called Pu'er tea. Pu-erh teas require boiling water for infusion. Some prefer to quickly rinse Pu-erh for several seconds with boiling water to remove tea dust which accumulates from the aging process. Infuse Pu-erh at the boiling point (100 C or 212 F), and allow to for 30 seconds or up to five minutes.

steep

SUPPLY CHAIN OF TEA IN AHMEDABAD

To understand the supply chain of the tea in Ahmedabad we surveyed the local tea processers, tea sellers, kitli walas etc. From the survey we found two types of supply chain of Tea in Ahmedabad. Type 1:

We found this supply chain from JAYSHREE TEA PROCESSERS, Ahmedabad. Where the firm is owning the tea farms in Assam and Darjeeling and tea is supplied to the different regions of India. From the tea farms the tea comes to the C&F Agents(carrying and forwarding agents). The job of the C&F Agents is to supply the stock of tea to the processers, loose sellers or tea blenders in a particular region. C&F then supply to the Local Tea Processers like JANTA TEA DEPOT, naranpura, where the firm blends the different types of tea according to its requirement, packs in its own packing and then sells it to the local consumers and retailers of its own name JANTA TEA. Some local processers like Jayshree tea, they check the quality of tea through tea testing and then sell it to the tea blenders like WAGHBAKRI, and the firms like Waghbakri, it blends the tea supplied from different local tea processers and then packs it in its own packing and sells it to the wholesalers and retailers.

TEA TESTING The tea blenders like Waghbakri purchase tea from the different farms and tea processers, and they demand a specific quality of tea for their quality maintenance, so tea processers have to supply tea according to their quality standards and they check the quality of tea through tea testing. So tea processers check the quality of tea through tea testing and then give different grades according to its quality, then they supply the tea according to the quality demand of different tea blenders. Since quality of tea is crucial for tea blenders, tea testing is very important for the tea processers. Type 2:

Here from the Carrying and Forwarding agent the Tea goes directly to the loose tea sellers like sellers of Manek chawk and they sell it in loose forms e.g. 25kgs bags to the retailers. They also sell in small packets to consumers.

CONSUMER SURVEY & ANALYSIS:

To understand the consumer behavior against selecting a particular brand of tea, we conducted a survey of 100 respondents. OCCUPATION

Analysis: Generally housewives take decision about purchasing which tea and so we kept more no. of housewives in our survey to understand the consumer behavior regarding selecting a particular tea for their homes.

4. Why do you prefer tea?

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REASON: To know why the consumers prefer to drink tea, instead of any other drinks available.

TASTE NO. OF PEOPLE 28

HABIT 69

STRESS LOOSER 16

Analysis: From the above chart we can see that most of the respondents drink tea as a habit. From this we can conclude that the market demand of the tea will be constant as the people who are habituated of tea will never shift to another beverage and therefore there will be stagnant demand of tea. From Provision stores survey we found that most of the store owners keep the Waghbakri and so we can say that the population is also habituated with the quality of Waghbakri tea.

5. In a day how many times do you drink tea?

No. of times People Drink Tea in a Day No. of people

Once 28

Twice 64

Thrice 7

More than 3 times 2

6. Which types of tea do you prefer?

REASON: To know which type of tea is mostly preferred by the consumers of tea. TYPE OF TEA NO. OF PEOPLE REGULAR TEA 92 GREEN TEA 2 BLACK TEA 3 ICE TEA 3

Analysis: Here also we can see that respondents are habituated to the tea and mostly they drink regular tea. And the market of Green Tea, Ice Tea etc. of new varieties are very low at present. However, companies are trying to increase the market of these healthy teas but the scope is for very long period of time.

7.

Which brands of tea do you prefer?

REASON: To know preference of the consumers toward various brands.

BRAND OF TEA Waghbakri Tea C.Somabhai Rajhans Tea Mili Tea Ambar Tea Vallabh Tea Ambika Tea Sargam Tea Jivraj Tea Girnar Tea Tulsi Tea D.V. Gold

NO. OF PEOPLE 40 8 9 15 10 1 3 4 5 5 0 0
100

Analysis:
Here, We have taken only local tea brands of Ahmedabad so that we can understand the Local Tea processors market. Here from the above chart we can say that Waghbakri has the market leading position in the market and facing very low competition. From the visit to the tea tester of Waghbakri we can say that Waghbakri has retained its first position since many years and now however there are many local tea brands but Waghbakri is its first position. The main core competence is its quality maintenance according to Mr. Ashok Relia; Waghbakri is providing the best quality ever.

8. Which factors do you consider while selecting a particular brand of tea?

REASON: To know which factor is given more importance by consumers while purchasing a particular brand of tea.

FACTORS HABIT ADVERTISEMENT DISCOUNT / SCHEMES PRICE QUALITY

RANK 1 13 2 5 15 65

RANK 2 52 8 8 18 16

RANK 3 18 29 8 37 8

RANK 4 11 13 58 10 8

RANK 5 16 44 25 13 2

Analysis: Here from the above chart we can understand the Ahmedabads consumers attitude towards selecting a particular brand of tea. Here we can see that most of the people have given 1 st rank as quality, from this we can conclude that the population is more concerned with quality not price. And we can also conclude that population is not concerned with the Advertisement as many people have given 5th rank to the Advertisement. We can also conclude threat the market leaders are providing the superior quality ever to sustain in the market.

10. According to you what should your favored brand need to do to increase its market share in Ahmedabad? REASON: To know according to consumers, which factor can to be taken into account to

increase the market share in Ahmedabad.

FACTOR NO. OF PEOPLE PREFER PERCENTAGE

ADVERTISEMENT

SALES PROMOTION 8 8

IMPROVE QUALITY 52 52

NEW VARIETIES OF TEA 27 27

13 13

Analysis:
6

Here again we can say that the population is more concerned with the Quality of the tea, and less with the Advertisement. From this chart we can also say that there is a market of new varieties of tea like different flavors, healthy teas etc. because 30% of the sample size suggested they want to try new varieties of tea. We can say that for consumers of Ahmedabad quality is more important than any other thing.

11.

Do you think there are chances for local brands to increase market share against market King Waghbakri? 11.1 If yes then how?

REASON: To know the psychology of consumer and the market condition. COMPETITIVE ADVANTAGE YES 23 NO 77

Analysis: Most of the respondents have said that there is no chance for other tea brands against the market King Waghbakri, but there are some people who say that if the other brand change their price, increase the quality, increase the number of advertisement and increase the sales promotional activities they can give best competition to Waghbakri.

Which factors do you consider while purchasing a particular brand of tea? (Rank accordingly 1st is being the highest and 5th being the lowest.)
1.

PRICE 15 18 37 10 13

DISCOUNT / SCHEMES 5 8 8 58 25

ADVERTISEMENT 2 8 29 13 44

HABIT 13 52 18 11 16

Anova: Single Factor

SUMMARY Groups 65 15 5 2 13 Count 4 4 4 4 4 Sum 34 78 99 94 97 Averag e Variance 8.5 33 19.5 147 24.75 555.5833 23.5 267 24.25 350.9167

ANOVA Source of Variation Between Groups Within Groups Total

SS 741.3 4060.5 4801.8

df 4 15 19

MS

P-value

F crit

185.325 0.684614 0.613531 3.055568 270.7

Ho = there is no significant difference between above factors H1= there is significant difference between above factors

P>0.05 H1 is accepted So there is significant difference between above factors

2. Occupation & Type of Tea

Stu Busin den essm t en Regu lar Tea Gree n Tea Black Tea Ice Tea Total 12 1 0 2 21 10 1 1 0 3

Working Men/Wom en 20 0 2 1 11

Hous ewif e 35 0 0 0 36

Ot he rs 15 0 0 0 29

T ot al 9 2 2 3 3 1 0 0 Ho= there is relation between occupation and type of tea H1= there is no relation between occupation and type of tea

Stu Busin den essm t en Regu lar Tea Gree n Tea Black 19. 32 0.4 2 0.6 2.76 0.06 0.09

Working Men/Wom en 10.12 0.22 0.33

Hous ewif e 33.1 2 0.72 1.08

Ot he rs 26. 68 0.5 8 0.8

T ot al 9 2 2 3

Tea Ice Tea Total

3 0.6 3 21

0.09 3

0.33 11

1.08 36

7 0.8 7 29

3 1 0 0

alpha=0.05 3.632 93Ep= 12 p> 0.0 5 so Ho is accepted so there is relation between occupation and type of tea

3. Occupation & Brand

Student Waghbakri Tea C.Somabh ai Rajhans Tea Mili Tea Ambar Tea Vallabh Tea Ambika Tea Sargam Tea Jivraj Tea Girnar Tea Tulsi Tea 8.4 1.68 1.89 3.15 2.1 0.21 0.63 0.84 1.05 1.05 0

Businessm en 1.2 0.24 0.27 0.45 0.3 0.03 0.09 0.12 0.15 0.15 0

Working Men/Women 4.4 0.88 0.99 1.65 1.1 0.11 0.33 0.44 0.55 0.55 0

Housew ife 14.4 2.88 3.24 5.4 3.6 0.36 1.08 1.44 1.8 1.8 0

Othe rs 11.6 2.32 2.61 4.35 2.9 0.29 0.87 1.16 1.45 1.45 0

Tot al 40 8 9 15 10 1 3 4 5 5 0

D.V. Gold Total

0 21

0 3

0 11

0 36

0 29

0 100

alpha=0.0 5 0.0012350 P= 95 p<0.05 so Ho is rejected so there is no relation between occupation and brand preference

CONCLUSION:
From this research it has been observed that most of the population in Ahmedabad, are more concerned about the Quality and Brand of tea rather than Price and Advertisement. As we can see from the provision stores survey that 98.86% of our respondents have put more importance on quality than other factors like advertisement etc. Talking about the brands, Waghbakri is standing in Kings position in Ahmedabad Tea market. The reasons of this we got from the visit to the tea tester Mr. Ashok Relia that Waghbakri is providing tea since many years and the main thing about it is consistency in Quality. It provides the same quality throughout each and every season of the year that even some national brands can not maintain this type of consistency in quality. The market of local tea processers is also very good respective to the specific areas but Waghbakri still stands in No. 1 position through reaching every regions of city and capture the market. There is little scope of new variety of teas like green tea, herbal tea because most of the population of Ahmedabad drink regular tea and we can see from the product life cycle that tea in Ahmedabad is at maturity stage as young generations are shifting from tea to coffee, juices and other beverages and other beverages. FURTHER STUDIES The project can be further developed through the following studies that we could not include due to lack of time and data.

Over all Indias study can be done as the preferences of people living in different regions are different. The project could be more interpretative if we could add statistical data of particular Ahmedabad city. Project can also be developed through including different beverages comparing to the tea. We are concluding our project through following SWOT analysis of Ahmedabad Tea Industry.

SWOT ANALYSIS OF AHMEDABAD TEA MARKET Swot analysis is a strategic planning method used to evaluate the Strength, Weakness, Opportunities and Threats involved in a business venture. SWOT analysis is a tool for auditing an organization and its environment. It involves specifying the objective of the business or project and identifying the internal and external factors that are supportive or unfavorable to achieving that objective. SWOT is often used as part of a strategic planning process. Strengths and weaknesses are internal factors. Opportunities and threats are external factors.

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SWOT ANALYSIS OF TEA INDUSTRY IN AHMEDABAD

1. STRENGHTS:

Tea industry in Ahmedabad is having good supply chain and distribution network of

their products.
Competent managerial manpower. Availability of modernized and upgraded manufacturing facilities. Availability of

training facilities for managers, supervisory staff and workers for continuous upgradation of their skills.
Strong Domestic market of tea.

2. WEAKNESS:

Consumers in Ahmedabad are having very low awareness about the healthy tea such

as organic tea.
Consumers in Ahmedabad are stick to particular brand of tea of which they are

habituated.

3. OPPORTUNITIES:

Growing awareness level world over as to the health attributes of tea leading to

growing demand for good quality teas and specialty teas such as organic teas, green teas.
There is opportunity for local tea processors to increase their market share by selling

their products in some major districts of Gujarat. (like Kutch , Saurastra)

4. THREATS:

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better quality of tea of national brands.

Better developed packaging, Low cost of production of teas of Big Brands leads to

threat for the small brands.

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SOURCES OF INFROMATION

Search Engine:

www.google.com
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www.yahoo.com

www.wikipedia.com Web Sites:

www.waghbakri.com www.teaindustry.com www.jayshreetea.com

www.rajhanstea.com

www.csomabhai.com

www.scribd.com

www.teaauction.com

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BIBLIOGRAHY

Marketing Management By Philip Kotler Strategic Management By G. Suddarasana Reddy Delhi Business Review X Vol.8, No.1 (January June 2007)

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41

STUDY OF TEA INDUSTRY IN AHMEDABAD

Questionnaire (For Retailers) (Note: We the students of Amrut Mody School of Management are using this questionnaire as a means to obtain information which is to be used only for academic purposes and the information provided by use will be kept secret.) Our Objective: To study the market of big tea brands in Ahmedabad and to compare them with the market of small tea processers in Ahmedabad City. 1. Name: Mr. 2. Name of The Store: 3. Address: 4. Which brands of tea do you keep in your store? Tata Tea Waghbakri Tea C. Somabhai Tea Mili Tea Good Morning Broke Bond Tea Girnar Tea Jivraj Tea Sargam Tea Lipton Tea Rajhans Tea Hasmukh Tea Other, Please Specify

5. Why do you keep only these brands of tea? (Give them rank between 1 to 7. 1st being the highest & 7th for the lowest.) Price Discount/Promotional Offers

41

 High Profit Margin Payment Terms Quality

Regular Supply Consumers Demand Other, Please Specify

6. Which of the above brand of the tea you are selling more? And how much you are selling?

7. According to you, on what basis consumers are purchasing a particular brand of tea? Availability Attractive Packaging

Quality Habit Taste Other, Please Specify

Free Gifts given by the company

Advertisement

8. According to you which companys supply chain is good? And which companys salesman is giving good reply to you? Tata Tea Waghbakri Tea C. Somabhai Tea Mili Tea Good Morning Broke Bond Tea Girnar Tea Jivraj Tea Sargam Tea Lipton Tea Rajhans Tea Hasmukh Tea Other, Please Specify

41

9. Which offer does this companys are offering so that you will purchase more quantity from the wholesalers? Yes No

If yes than give details on, in which time period and which offers does this companies are offering?

10.If new companys salesman comes to you to offer his product, which factors will you take into account?

Price Profitability Need of Consumers Regularity Payment Terms

Quality Market Discount/Promotional Offer Others, Please Specify

!!! Thank You !!!

STUDY OF TEA INDUSTRY IN AHMEDABAD Questionnaire (For Consumers) (Note: We the students of Amrut Mody School of Management are using this questionnaire as a means to obtain information to be used only for academic purposes.) Our Objective: To study the market of local tea processers of Ahmedabad city. 4. Name: Mr. / Mrs. / Miss
41

 Age: Address: Occupation: Student Businessmen/women Working men/women 5. How many members are there in your family? 6. How many members of your family prefer to drink tea? Housewife Others

7. Why do you prefer tea? (Rank accordingly 1st is being the highest and 5th being the lowest.)

Taste Habit

Stress Looser Other reason, Please Specify

8. In a day how many times do you drink tea?

9. Which type of tea do you prefer? Regular Green Black Ice Others, Specify:

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10. Which brand of tea do you prefer? Waghbakri Tea C. Somabhai Tea Rajhans tea Mili Tea Ambar Tea Vallabh Tea Ambika Tea Sargam Tea Jivraj Tea Girnar Tea Other, Please Specify:

11. Which factors do you consider while purchasing a particular brand of tea? (Rank

accordingly 1st is being the highest and 5th being the lowest.) Quality Price Habit Advertisement
Discount/Promotional Schemes

Others, Please Specify

12. How much tea (Approx.) do you purchase for your family per month?

13. According to you what should your favored brand need to do to increase its market share in Ahmedabad?

Advertisement Sales Promotion Improve Quality

New Varieties of Tea Others, Please Specify

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14. Do you think there are chances for local brands to increase market share against market King Waghbakri?

Yes If yes how, according to you?

No

!!! Thank You !!!

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