Brook Bond Tea

Topics: Tea, Lipton, Tetley Pages: 15 (4160 words) Published: January 17, 2013

Brooke Bond Taj Mahal Tea

Upaasna Rajaram
Shambhavi Rai
Shatrunjay Hegde
Dona Cherian
Varun Agarwal
Rana Chauhan

About the company

Parent company – Hindustan Unilever Limited (HUL)

Vision: To win the love and respect of India, by making a real difference to every Indian.

Mission: The mission that inspires HUL is to help people feel good, look good and get more out of life with brands and services that are good for them and good for others. It is a mission HUL shares with its parent company, Unilever, which holds about 52% of the equity. It is India’s largest FMCG Company. Formed in 1933 (Lever Brothers India Ltd). Major merger in 1956 of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd and United Traders Ltd led to Hindustan Lever Ltd which was renamed in June 2007 as Hindustan Unilever Ltd. It has 15000 direct employees and is a part of the 40 billion Unilever Group.

[Hindustan Unilever product breakup]

Consist of over 35 major brands including-
* Brooke Bond 3 Roses
* Kissan
* Kwality Walls
* Modern Premium Bread
* Red Label
* Brooke Bond Taj Mahal
* Annapurna
* Brooke Bond Taaza
* Bru
* Knorr
* Lipton
* Active Wheel
* Cif
* Comfort
* Domex
* Sunlight
* Surf Excel
* Vim
* Pure it
* Aviance
* Axe
* Lever Ayush Therapy
* Clear
* Close-up
* Fair & Lovely
* Lakme
* Liril 2000
* Pears
* Pond’s
* Sunsilk
* Breeze
* Clinic Plus
* Dove
* Hamam
* Lifebuoy
* Lux
* Pepsodent
* Rexona
* Vaseline
Taj Mahal Tea

Their Packet Tea section has one main brand of Brooke Bond, which caters as an umbrella brands to most of their Tea brands such as Red Label, Taaza, Taj, 3 Roses, etc. Their tea section has a market size of Rs 4452Cr and market share of 30.6%. The brand Taj Mahal was launched as the premium tea brand under the Brooke Bond umbrella in 1966. Taj Mahal was meant to and has become the most well known premium tea brand in the Indian market. It was the first brand to launch tea bags in India and is the only brand in India to be sold in Vacuum sealed packs. The brand ambassador for over a decade was the Tabla maestro Ustad Zakir Hussain. This association is the longest brand and ambassador pair in the world. Since 2007 the brand ambassador has been Saif Ali Khan.

* Taj Mahal Cardamom
* Taj Mahal Darjeeling
* Taj Mahal Earl Grey
* Taj Mahal Ginger
* Taj Mahal Lemon
* Taj Mahal Aroma Lock Pack
* English Breakfast
* Taj Mahal Masala
* Darjeeling Green Tea
* Earl Grey Green Tea
* Honey Lemon Green Tea
* Taj Mahal Tea
Retail Consumers:
The tea industry in India constitutes the target market of nearly half of the population. And the consumptions rate is still accelerating at a fast pace, accumulates to be 6% annually. The population of tea consumers represents the income level and area of residence, which constitutes the upper middle class (1,950,000), middle class (5,200,000), lower middle class (3,900,000) and lower class (1,300,000). The consumers are mostly retail consumers, who purchase tea for daily consumption. India is the largest consumer of the beverage in the world, consuming nearly 25 percent of the global tea production, according to a December 2011 report by trade association ASSOCHAM. India is also the second largest producer of tea after China, with six lakh hectares under cultivation in different parts of the country, producing about 950 million kilograms of tea each year. The Indian tea industry is likely to reach a turnover of `33,000 crores by 2015, up from `19,500 crores at present.

What drives purchase?
Consumers in India are driven towards tea in India because it is cheap, affordable and addictive in nature. Awareness about health benefits associated with moderate intake of tea is a significant factor behind an...
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