Project about Tetley tea by Tata Consumer Products Ltd. and its Manufacturer (with Statistics)
2. Brief about the Variants and SKUs available
3. Identify the Values offered by the Tetley tea by Tata Consumer Products Ltd.
4. SWOT Analysis Tetley tea by Tata Consumer Products Ltd.
5. Identify 2 major Competitors and Brief about them
6. How Tetley tea by Tata Consumer Products Ltd. differentiates from its Competitors in terms of: Value, Feature, Price,
Promotion
7. Brief about the Buying Process of Tetley tea by Tata Consumer Products Ltd.
8. Brief about the Selling Process of Tetley tea by Tata Consumer Products Ltd.
9. Identify the Factors that influences the Buying Behavior for the Tetley tea by Tata Consumer Products Ltd.
10. Analyze the Marketing Mix (4 Ps) of the Tetley tea by Tata Consumer Products Ltd.
dusjagr & nano talk on open tools for agriculture research and learning
A PROJECT REPORT On Product: Tetley tea by Tata
1. A PROJECT REPORT
On
Product: Tetley tea by Tata
SCHOOL OF BUSINESS
MBA 1ST
SEM
SUBJECTNAME- SB2A503 MARKETINGMANAGEMENT
SUBMITTED TO:
Dr. DEBANUJKHOUND
Assistant Professorand HOD
School of Business(SOB)
The AssamKazirangaUniversity
Submitted By:
1. SARASWATIROY (SB23MBAGN026)
2. ABHILASH DUTTA (SB23MBAGN027)
3. ARIFUL HAQUE(SB23MBAGN028)
4. MD. SAHBAZ KHAN(SB23MBAGN029)
5. ANKITABARUAH(SB23MBAGN030)
2. ~ 2 ~
DECLARATION
We student of MBA first semester
SARASWATI ROY (SB23MBAGN026)
ABHILASHDUTTA(SB23MBAGN027)
ARIFUL HAQUE(SB23MBAGN028)
MD. SAHBAZ KHAN(SB23MBAGN029)
ANKITA BARUAH(SB23MBAGN030)
of The Assam Kaziranga university,hereby declarethat we have
successfullycompletedthis projectreport on TetleyTea for the
academicyear 2023-2025.The informationincorporatedin this project
is true and originalto the best of our knowledge.
Thankingyou.
3. ~ 3 ~
ACKNOWLEDGEMENT
We the student of MBA first semester
SARASWATI ROY (SB23MBAGN026)
ABHILASHDUTTA(SB23MBAGN027)
ARIFUL HAQUE(SB23MBAGN028)
MD. SAHBAZ KHAN(SB23MBAGN029)
ANKITABARUAH(SB23MBAGN030)
have taken efforts in this project. However, it wouldnot have been
possiblewithoutthe kind supportand help of many individuals.We
wouldlike to extend our sincere thanks to all of them. We are highly
indebted to Dr.Debanujkhound sir for his guidelinesand constant
supervisionas well as for providingnecessaryinformation
regarding the project and also his support in completing the project.
We wouldlike to express our gratitudetowards our parents for
their kind cooperationand encouragementwhichhelped us in
completionof this project.
4. ~ 4 ~
INDEX
S. NO PARTICULARS PAGE NO
1 ININTRODUCTION 1-4
2 VARIANTSAND SKUs AVAILABLEOF
TETLEY
5-11
3 Values offered by the Brand 12
4 SWOT Analysisof Tetley 13-14
5 Two Major Competitorsof the Tetley in the
IndianMarket
15-17
6 How the Brand differentiatesfrom its
competitors in terms of: Value, Feature,
Price, Promotion
18-19
7 Buying Process of Tetley Tea 20-21
8 Selling Process of Tetley Tea 22-23
9 Factors that influencethe Buying Behavior
for the Brand
24-25
10 Analyzethe Marketing Mix (4 Ps) of Tetley
Tea
26-27
11 CONCLUSION 28-29
5. ~ 1 ~
CHAPTER-1
INTRODUCTION
The Tetley Tea from Tata ventured into branded tea in the late 1980s. The company
realized that despite having over 50 tea gardens varying across instant tea, flavored tea,
decaffeinated tea, green tea, and herbal tea across India, they had the tea but not the
brand.
Tetley is one of the largest tea companies operating in 40 countries, selling over 60
branded tea bags. It was founded in 1837 by Joseph and Edward Tetley and headquarters
in England. The Tetley group was created in July 1995,when a group of investors bought
the then world-wide beverages business. In 2000, the Tetley group was sold to Tata
Group, which became the largest overseas acquisition by an Indian Company.
The market of Tata Group suffered a lot after acquisition with reduce in overall sales by
8.3%. Tetley Tea blended, packed, marketed and distributed tea to distinct markets- UK,
Ireland, the US and other commonwealth countries as it did not have own plantations.
Due to difference in consumer palates and uncertainty in availability of tea leaves, Tetley
zoomed down to 40 different varieties of tea from over 10,000 tea estates.
Tea is one of the most popular and affordable beverages consumed by Indians in more
than 85% of households. India is the 2nd largest producer and consumer of tea, and 4th
largest exporter. The industry provides employment to more than 3.5 million Indian
workers. To encourage the growth of Indian tea industry. Government of India launched
a Special Purpose Tea Fund (SPTF) in 2007. The objective of the fund is to extend
financial support to needy tea estates for undertaking replanting, replacement planting
and rejuvenation of aged tea bushes. The Government further protects domestic
producers from foreign imports by imposing a 100% import duty on tea. The product
will be successful by positioning and selling high quality branded tea products. Tata Tea
is continuously working on innovation in brand marketing and sales which lead to
growth in recent years.
6. ~ 2 ~
Situational Analysis: -
CUSTOMER:
Tea is consumed equally in both urban and rural areas by all the income classes of the
economy. India accounts for 26% of the total world demand. The market size of tea is
estimated to be approximately Rs 10,000 crore, with a penetration of more than 90% in
the domestic market. Tea exports from India is approximately 210 million kg of tea,
India stands as the fourth-largest exporter of tea in the world. Revenue in the Tea
segment amounts to US$16.66bn in 2023.
Tata accounted for $2.5 billion sales in the tea sector at the time of acquisition of
Tetley(2000)
Tetley majorly targets higher income groups such as middle class and upper-class
people.
It targets youth and females especially housewives as they are the decision makers and
the influencers of a household which consumes tea close to 88% of the total households
based on samples and surveys in India have reported consumption of tea. Overall,
around 64% of the total population in India is the tea drinking population.
Fig. – Tetley Logo
7. ~ 3 ~
Company:
Focus on natural beverages like tea, coffee and water
Tata heritage with global brand ownership and significant brand presence in over
40countries
2nd largest tea company in the world with growing interests in other beverages
330 million + servings of our brands consumed everyday across the world
Revenue at Rs 13,783 Cr. in 2022-23. Over 4000 employees worldwide
Competitors:
Major competitors of Tata Consumer product ltd. in the Indian market are Hindustan
Unilever having a market share of more than 27% as of 2020 and Wagh Bakri Ltd with
a market share of 7.9% Other competitors being Twinings Pvt Ltd, Amar Tea Ltd,
Goodricke Group Ltd, Girnar Food & Beverages Pvt Ltd.
Recent data shows the valuation of tea market in India is $16.6 billion. In Indian
market the market leader of tea brand are – 1. HUL-23% 2. TATA Consumer Ltd. -21%
,3. Wagh Bakri-9% 4.Amar tea-2% 5.Girnar-1% 6. Others- 44%
23%
21%
9%
2%
1%
Market Share
HUL TATA Consumer Ltd Wagh Bakri Amar Girnar Others
8. ~ 4 ~
Collaborators:
2000: Acquisition of Tetley Tea
2006: Teapigs Incubated and Acquisition of 8 O'clock coffee
2012: JV signed with Starbucks
2013: Agreement with Kraft
2013: Launched the Inside Waala Snaan campaign to critical campaign.
There are many acquisitions or stake acquirements by Tata but here only those are
mentioned which enhance its supply chain or help with its brand image in the beverage
industry in particular.
9. ~ 5 ~
CHAPTER-2
VARIANTSAND SKUs AVAILABLEOF TETLEY
Tetley tea offers a wide range of variants and SKUs including:
1. Long Leaf Green Teas- Loose Teas
Tetley Long Leaf Tea is a premium range of teas made with longer tea leaves. The
longer leaves have more surface area, which allows them to absorb more water and
release more flavor when brewed. This results in a cup of tea that is fuller-bodied,
more flavorful, and has a more complex aroma than tea made with shorter leaves.
Tetley Long Leaf Tea is available in two flavors, including-
Long Leaf Green Teas- Loose Teas
10. ~ 6 ~
2.Green Tea – Tea Bags
Tetley Green Tea is a delicious and healthy beverage that offers a variety of benefits.
It is a good source of antioxidants, which can help to protect the body from damage
and boost the immune system. Tetley Green Tea can also improve digestion, reduce
stress, improve mental alertness and focus, and promote weight loss.
It's available in a variety of flavors, including:
1. Tetley Lemon Long Leaf 2. Tetley Original Long Leaf
(SKU:8901033590989) (SKU:8901033589459)
1. Tetley Green Tea with Ginger, Mint & Lemon-This tea is made with a blend
of ginger, mint, and lemon flavors, and it has a refreshing, invigorating flavor.
(SKUs:11020402)
11. ~ 7 ~
2.Tetley Green Tea Classic - This is a classic green tea with a slightly
sweet flavor and a grassy aroma. (SKUs:11020201)
3.Tetley Green Tea Mango -This tea is made with added vitamin C and
mango flavor, and it is designed to support the immune
system.(SKUs:11020601)
4.Tetley Green Tea with Lemon & Honey-This tea is made with natural
lemon and honey flavors, and it has a refreshing, sweet flavor.
(SKUs:11020301)
12. ~ 8 ~
3.FlavouredTea-
Tetley Flavored Teas are a delicious and healthy way to enjoy the benefits of green
tea. They are available in a variety of flavors and offer a number of health benefits,
including improved digestion, reduced stress, and boosted immunity. Tetley
Flavored Teas are a convenient and easy way to add some variety and excitement to
your daily tea drinking routine. They are available in a wide range of flavors,
including:
1.Tetley Ginger Zing 2. Tetley Masala Chai
3. Tetley Lemon Twist 4. Tetley Elaichi
13. ~ 9 ~
4.Tetley Black tea
Tetley Black Tea is a classic and popular type of tea that is known for its full-bodied
flavor and rich aroma. It is made from the leaves of the Camellia sinensis plant,
which are oxidized to give them their dark color and unique flavor.
Tetley Black Tea is available in a variety of flavors, including Original, Earl Grey,
English Breakfast, and Assam. It can be enjoyed hot or cold, and it is often used as
a base for other beverages, such as tea lattes and milkshakes.
Tetley Black Tea is a good source of antioxidants, which can help to protect the body
from damage and boost the immune system. It is also known to improve alertness
and focus, and it can help to reduce stress and anxiety.
Here are some of the benefits of drinking Tetley Black Tea:
Improved alertness and focus: Tetley Black Tea contains caffeine, which is a
stimulant that can improve alertness and focus.
Reduced stress and anxiety: Tetley Black Tea also contain L-theanine, an amino acid
that has calming and relaxing effects.
Improved heart health: Tetley Black Tea contains flavonoids, which are antioxidants
that have been shown to improve heart health.
Reduced risk of cancer: Tetley Black Tea contains polyphenols, which are
antioxidants that have been shown to reduce the risk of cancer.
Improved digestion: Tetley Black Tea contains tannins, which can help to improve
digestion.
Tetley Black Tea is a delicious and healthy beverage that can be enjoyed by people
of all ages. It is a great way to improve your overall health and well-being.
14. ~ 10 ~
STOCK KEEPING UNITS(SKUs)
Tetley Tea is available in a variety of SKUs, including-
1. Long Leaf Green Teas- Loose Teas
Variant SKU Price (INR)
Tetley Long Leaf 500 g 335
Tetley Long Leaf 100 g 142
Tetley Long Leaf 250 g 310
Tetley Long Leaf 100 g 142
Tetley Long Leaf 250 g 310
Tetley Long Leaf 100 g 142
Tetley Long Leaf 250 g 310
Tetley Long Leaf 100 g 142
Tetley Long Leaf 250 g 310
2.Green Tea – Tea Bags
VARIANT SKUs PRICE(INR)
Tetley Green Tea
Pure & Original
25 tea bags
50 tea bags
100 tea bags
₹136
₹262
₹421
Tetley Green Tea
Lemon & Honey
25 tea bags
50 tea bags
₹161
₹315
Tetley Green Tea
Ginger, Mint &
Lemon
25 tea bags
50 tea bags
₹161
₹315
Tetley Green Tea
Immune
25 tea bags
50 tea bags
₹161
₹315
Tetley Green Tea
Mango
25 tea bags
50 tea bags
₹161
₹315
Tetley Green Tea
Reviving Masala
25 tea bags
50 tea bags
₹161
₹315
*Please note that these prices are subject to change and may vary depending on the
retailer
15. ~ 11 ~
3.FlavouredTea-
SKU Variant Price (INR)
8901027017405 Tetley Elaichi 25 tea bags: ₹178, 50 tea bags: ₹349, 100 tea bags:
₹598
8901027017412 Tetley Ginger Zing 25 tea bags: ₹178, 50 tea bags: ₹349, 100 tea bags:
₹598
8901027017429 Tetley Lemon Twist 25 tea bags: ₹178, 50 tea bags: ₹349, 100 tea bags:
₹598
8901027017436 Tetley Masala Chai 25 tea bags: ₹178, 50 tea bags: ₹349, 100 tea bags:
₹598
8901027017450 Tetley Peach Del 25 tea bags: ₹178, 50 tea bags: ₹349, 100 tea bags:
₹598
8901027017467 Tetley Tulsi Green tean25 tea bags: ₹178, 50 tea bags: ₹349, 100 tea bags:
₹598
8901027017474 Tetley Vitamin C+ 25 tea bags: ₹178, 50 tea bags: ₹349, 100 tea bags:
₹598
4.Tetley Black tea-
SKU Variant Price (INR)
B00EVPT04C Tetley Original Black
Tea - 100 Tea Bags
₹172.20
B08DL6MD6W Tetley Black Tea -
Original, Classic Assam
Blend, Staple-Free,
Environment Friendly
Bags 200 g (100
bags x 1.7 g each)
₹172.20
B07G9D267D Tetley Original Black
Tea - 25 Tea Bags
₹49.50
* Please note that these prices are subject to change and may vary depending on the
retailer.
16. ~ 12 ~
Chapter -3
Values offered by the Brand
Tetley Tea India offers a variety of values to its consumers, including:
1.Quality: Tetley is committed to providing consumers with high-quality tea
products. The company sources its tea leaves from the best tea gardens in India and
other parts of the world. Tetley also uses state-of-the-art processing and packaging
technologies to ensure that its teas are fresh and flavorful.
2.Taste: Tetley teas are known for their rich, delicious flavor. The company offers
a wide range of black, green, white, and herbal teas to suit all tastes. Tetley also
offers a variety of flavored teas, such as masala chai, lemon twist, and ginger zing.
3.Health benefits: Tetley teas are a good source of antioxidants and other beneficial
compounds. Tea has been shown to have a number of health benefits, including
boosting the immune system, improving heart health, and reducing the risk of
cancer.
4.Convenience: Tetley teas are easy to prepare and enjoy. The company offers a
variety of tea bags and loose-leaf teas to suit different needs. Tetley teas are also
available in a variety of pack sizes, making them convenient for both home and on-
the-go consumption.
5.Accessibility: Tetley teas are widely available in India and other parts of the world.
They are sold in a variety of retail outlets, including grocery stores, supermarkets,
and convenience stores. Tetley teas are also available online.
In addition to these values, Tetley Tea India is also committed to sustainable
sourcing and environmental practices. The company sources its tea leaves from
Rainforest Alliance certified tea gardens. Tetley is also working to reduce its
environmental impact by using renewable energy and reducing its waste.
Overall, Tetley Tea India offers a variety of values to its consumers, including
quality, taste, health benefits, convenience, and accessibility. The company is also
committed to sustainable sourcing and environmental practices.
17. ~ 13 ~
CHAPTER-4
SWOT Analysisof Tetley
Strengths
1.Global reach: Tetley is a global brand with a presence in over 40 countries. This
gives it a significant advantage over its competitors, as it is able to tap into a wider
market and achieve economies of scale.
2.Strong brand reputation: Tetley is a well-known and respected brand with a
strong reputation for quality. This gives it a loyal customer base and makes it easier
to launch new products.
3.Wide range of products: Tetley offers a wide range of tea products, including
black tea, green tea, herbal tea. This allows it to appeal to a wide range of consumers
with different tastes and preferences.
4.Competitive pricing: Tetley tea is priced competitively, making it an affordable
option for consumers.
Weaknesses
1.Reliance on a few key markets: Tetley is heavily reliant on a few key markets,
such as the United Kingdom and Canada. This makes it vulnerable to economic
downturns in these markets.
2.Limited product innovation: Tetley has not been as innovative as some of its
competitors in recent years. This could lead to it losing market share to more
innovative brands.
3.Competition from private labels: Private label tea brands are becoming
increasingly popular, as they offer consumers a good quality product at a lower price.
This could pose a threat to Tetley's market share in the future.
Opportunities
1.Growth in emerging markets: The tea market is growing rapidly in emerging
markets, such as China and India. Tetley could capitalize on this growth by
expanding its presence in these markets.
2.Growth of specialty tea: The specialty tea market is also growing rapidly. Tetley
could capitalize on this trend by launching new specialty tea products.
18. ~ 14 ~
3.Growing health awareness: Consumers are becoming increasingly aware of the
health benefits of tea. Tetley could highlight the health benefits of its tea products in
its marketing campaigns.
Threats
1.Rising costs: The cost of tea production is rising due to factors such as climate
change and labor shortages. This could lead to Tetley having to raise its prices, which
could make it less competitive.
2.Changing consumer preferences: Consumer preferences are constantly
changing. Tetley needs to be aware of these changes and adapt its products and
marketing campaigns accordingly.
3.Competition from other beverages: Tea faces competition from other beverages,
such as coffee and soft drinks. Tetley needs to differentiate itself from these
competitors in order to maintain its market share.
Overall, Tetley is a strong brand with a number of strengths, including its global
reach, strong brand reputation, and wide range of products. However, it also faces
some challenges, such as reliance on a few key markets, limited product innovation,
and competition from private labels. Tetley can capitalize on its strengths and
opportunities to grow its business in the future. However, it needs to be aware of the
threats it faces and take steps to mitigate them.
19. ~ 15 ~
CHAPTER-5
Two Major Competitorsof the Tetley in the IndianMarket
1.Lipton-
Lipton, a brand owned by Unilever, is a formidable competitor to Tetley in the Indian
tea market. Lipton has established a strong presence with a wide array of tea
products. It offers a diverse range, including black tea, green tea, and herbal blends,
catering to a broad spectrum of consumer preferences. Lipton is renowned for its
affordability, making it an attractive choice for price-conscious consumers.
Leveraging Unilever's extensive distribution network, Lipton has reached a
significant market share in India, and its products are widely available. Consumers
often perceive Lipton as a trustworthy and budget-friendly option for their daily tea
needs.
Lipton competes with Tetley in the Indian market through several key strategies:
Product Range: Lipton offers a wide variety of tea blends, similar to Tetley,
ensuring they cater to a broad range of consumer preferences. This competitive
product range allows Lipton to directly challenge Tetley's market share.
20. ~ 16 ~
Affordability: Lipton’s competitive advantage lies in its affordability. By offering
teas at a lower price point, Lipton attracts price-sensitive consumers, often
competing directly with Tetley in this aspect.
Distribution and Accessibility: Leveraging Unilever's extensive distribution
network, Lipton ensures its products are widely accessible in India, effectively
competing with Tetley's market presence.
Consumer Perception: Lipton maintains a reputation for reliability and
affordability, which positions it as a direct competitor to Tetley. The brand's
consumer perception aligns with Tetley's offerings, making them competitors of
choice for many tea consumers in India.
2.Twinings-
Twinings is another notable competitor for Tetley in India, known for its emphasis
on premium quality and a rich heritage in the tea industry dating back to 1706.
Twinings specializes in traditional black teas, green teas, and a range of specialty tea
blends. Unlike Lipton, Twinings positions itself at a higher price point, attracting a
discerning segment of consumers who value a refined tea experience and traditional
tea heritage. While Twinings may not have the same extensive distribution network
as Lipton or Tetley, it cultivates brand loyalty among tea connoisseurs who
appreciate its high-quality offerings and the sense of tradition that comes with the
brand.
21. ~ 17 ~
Twinings competes with Tetley in the Indian market by leveraging its premium
quality and heritage:
Premium Quality: Twinings distinguishes itself by offering premium-quality
traditional and specialty teas, appealing to consumers who are willing to pay a
premium for a superior tea experience. This strategy positions Twinings in
competition with Tetley on the grounds of quality.
Traditional Appeal:The rich heritage and tradition associated with Twinings' brand
name challenge Tetley's market position. Consumers who seek a more traditional tea
experience often opt for Twinings over Tetley.
Price Positioning: While Twinings' products are priced higher than Tetley's, they
provide a unique selling point to consumers who value a refined tea-drinking
experience. This price positioning competes with Tetley in a different segment of
the market.
Brand Loyalty: Twinings fosters brand loyalty among tea connoisseurs, which
enables it to compete directly with Tetley and other established brands by appealing
to a niche of discerning consumers.
22. ~ 18 ~
CHAPTER-6
How the Brand differentiatesfrom its competitorsin terms of:
Value, Feature, Price, Promotion
1. Value:
Tetley offers a distinct value proposition by combining quality and affordability.
While competitors like Twinings focus on premium quality at a higher price point
and Lipton often targets budget-conscious consumers, Tetley positions itself as a
brand that provides reliable, good-quality tea without breaking the bank. This
approach attracts consumers who seek a balance between quality and affordability,
making Tetley an attractive choice for everyday tea drinkers.
2. Features:
Tetley stands out by providing a diverse range of tea products with a wide array of
features. While Twinings specializes in traditional teas, Tetley caters to various
consumer preferences with a broad spectrum of options. This includes not only
traditional black and green teas but also flavored teas, herbal blends, and even health-
focused varieties. Tetley's wide selection of features caters to a broad audience with
varying tastes, ensuring there's something for everyone.
3. Price:
Tetley competes on pricing by positioning itself as a brand that offers quality at a
reasonable cost. Unlike Twinings, which is often at a higher price point for premium
quality, and Lipton, which emphasizes affordability, Tetley maintains a middle-
ground pricing strategy. This approach appeals to consumers looking for a balance
between quality and budget, providing a competitive edge in the market.
4. Promotion:
Tetley relies on its extensive market experience and well-established distribution
network for promotion. While competitors like Lipton invest heavily in marketing
and promotion campaigns, Tetley's historical presence and strong distribution
network in the Indian tea market allow it to maintain brand visibility and consumer
23. ~ 19 ~
awareness more efficiently. This approach sets Tetley apart by reducing the need for
extravagant marketing expenses.
Overall, Tetley's differentiation strategy is centered on delivering exceptional value
through the harmonious blend of quality and affordability. Their wide-ranging
product features accommodate diverse consumer preferences, ensuring there's a
Tetley tea foreveryone. With a pricing strategy that strikes a balance between quality
and budget-friendliness, Tetley competes effectively in the Indian tea market. The
brand's promotional efforts leverage its substantial market experience and robust
distribution network, setting it apart by minimizing the need for extravagant
marketing expenses. These unique attributes collectively contribute to Tetley's
competitive edge in the Indian tea market.
24. ~ 20 ~
CHAPTER-7
Buying Process of Tetley Tea
The buying process of Tetley tea typically involves several steps, from awareness to
purchase. Here's a breakdown of the general buying process for Tetley tea:
1. Awareness and Need Recognition:
The buying process begins when consumers become aware of their need or desire
for tea. This may be triggered by various factors, such as a craving for a hot beverage,
health considerations, or cultural habits. At this stage, consumers may start thinking
about the type of tea they want, such as black, green, herbal, or specialty teas.
2. Information Search:
Once consumers recognize their need for tea, they often conduct an information
search to gather details about available options. They may seek information through
various channels, including:
- Online research on Tetley's official website and product listings.
- Recommendations from friends, family, or online reviews.
- In-store displays and product labels.
- Advertising and promotional materials.
3. Evaluation of Options:
After gathering information, consumers evaluate the available options, including
Tetley tea. They assess factors such as taste, quality, pricing, packaging, and the
availability of specific tea blends. This evaluation helps them determine whether
Tetley tea aligns with their preferences and requirements.
25. ~ 21 ~
4. Purchase Decision:
Once consumers have evaluated their options, they make a purchase decision. They
choose Tetley tea based on the information they've gathered and their evaluation of
its value, quality, and suitability. The purchase can take place in various locations,
including grocery stores, supermarkets, online retailers, or specialty tea shops.
5. Post-Purchase Evaluation:
After purchasing Tetley tea, consumers may engage in a post-purchase evaluation.
They assess whether the tea met their expectations and whether they are satisfied
with the product. Positive experiences may lead to brand loyalty and repeat
purchases, while negative experiences might prompt consumers to explore
alternative brands or blends.
6. Brand Loyalty and Repeat Purchase:
If consumers are satisfied with Tetley tea, they may develop brand loyalty and
continue to purchase it regularly. They may also recommend Tetley to friends and
family, contributing to the brand's reputation and market presence.
Ultimately, the buying process for Tetley tea is a dynamic journey shaped by
individual preferences and choices. Consumers can form personal connections with
Tetley based on their unique experiences, which may lead to regular purchases and
recommendations to others. This personalized aspect of the buying process
underscores the importance of understanding and addressing the diverse needs and
expectations of consumers in the tea market.
26. ~ 22 ~
CHAPTER-8
Selling Process of Tetley Tea
The selling process of Tetley tea involves a series of steps that the company and its
distribution channels follow to make Tetley tea available to consumers. Here's an
overview of the selling process:
1. Product Development and Sourcing:
The selling process begins with Tetley's product development and sourcing efforts.
Tetley curates its range of tea products, including various tea blends and flavors. The
company may source tea leaves from different regions and suppliers to ensure
quality and consistency.
2. Production and Packaging:
Once the tea leaves are sourced, Tetley produces its tea products, carefully blending
and processing the leaves. These products are then packaged into various formats,
including tea bags, loose tea, and specialty packaging.
3. Distribution and Supply Chain Management:
Tetley maintains an extensive distribution network to ensure its tea products are
available in retail stores, supermarkets, and online marketplaces. The company
manages its supply chain to facilitate the smooth flow of products from
manufacturing to distribution points.
4. Marketing and Promotion:
Tetley engages in marketing and promotional activities to create brand awareness
and generate consumer interest. This may include advertising campaigns, social
media marketing, and promotions in collaboration with retailers.
5. Relationship Building with Retailers:
Tetley establishes relationships with retailers, such as grocery store chains and
specialty tea shops, to ensure its products are prominently displayed and readily
available. The company may offer incentives, discounts, or marketing support to
encourage retailers to carry Tetley products.
27. ~ 23 ~
6. Sales Team Engagement:
Tetley employs a sales team responsible for selling its products to retailers and
negotiating product placement, pricing, and promotions. The sales team also gathers
feedback and insights from retailers to fine-tune sales strategies.
7. Customer Feedback and Improvement:
Tetley values customer feedback and continuously seeks to improve its products
based on consumer preferences and market trends. This feedback loop helps Tetley
tailor its offerings to meet evolving consumer demands.
8. Monitoring and Analysis:
Tetley monitors sales data, market trends, and competitor activities to adapt its
selling strategies and maintain a competitive edge. This ongoing analysis guides
decision-making and helps Tetley stay relevant in the tea market.
9. Retail Display and Merchandising:
Tetley works closely with retailers to ensure eye-catching product displays, point-
of-sale materials, and attractive merchandising that make Tetley products stand out
on store shelves.
10. Customer Engagement and Loyalty:
Tetley may engage with customers through loyalty programs, online platforms, and
customer service to build a loyal customer base. This engagement fosters brand
loyalty and encourages repeat purchases.
To sum it up,Tetley's selling process is a comprehensive strategy that covers product
development, distribution, marketing, and the establishment of partnerships with
retailers. This multifaceted approach guarantees that Tetley tea products are widely
accessible and appealing to consumers across a variety of sales channels, making
them easily available in both physical stores and online marketplaces.
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CHAPTER-9
Factors that influencethe Buying Behaviorfor the Brand
Tetley tea, like any consumer product, is subject to various factors that influence
buying behavior. These factors can be categorized as internal and external
influences. Let's explore the key factors affecting consumers' decisions when
purchasing Tetley tea:
Internal Factors:
1. Personal Taste and Preferences: Individual taste preferences play a crucial role
in the decision to buy Tetley tea. Some consumers favor Tetley's flavor, aroma, or
specific blends over other options.
2. Perceived Quality: Consumers often associate Tetley with a reputation for
consistent quality, which can strongly influence their purchase choices.
3. Health Considerations: Tetley tea's potential health benefits, such as
antioxidants in green tea or soothing properties in herbal infusions, may attract
health-conscious consumers.
4. Lifestyle and Habits: Personal habits, such as choosing between tea bags or loose
leaf tea, are significant drivers of buying behavior.
5. Cultural and Social Influences: Cultural traditions and social norms can
influence tea preferences. Specific cultural practices may lead consumers to favor
particular types of tea.
6. Previous Experience: Positive or negative past experiences with Tetley or other
tea brands can affect brand loyalty and repeat purchases.
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External Factors:
1. Recommendations and Word of Mouth: Recommendations from friends and
family can strongly impact buying decisions, often prompting individuals to try
Tetley based on positive feedback.
2. Marketing and Advertising: Effective marketing campaigns, advertisements,
and promotions can raise awareness and create a desire for Tetley products.
3. Pricing and Promotions: Price points and discounts are significant factors.
Consumers may opt for Tetley if they perceive it as offering good value for the
quality.
4. Retailer and Availability: The accessibility and availability of Tetley tea in
various retail outlets, including supermarkets, online stores, and specialty tea shops,
greatly influence consumers' choices.
5. Health and Wellness Trends: Awareness of health and wellness trends can
motivate consumers to select Tetley tea for its potential health advantages.
6. Competitor Offerings: The presence and promotion of rival tea brands in the
market can impact the choice of Tetley. Consumers often compare Tetley with other
options before making a purchase.
7. Environmental and Ethical Considerations: Concerns related to sustainability
and ethical sourcing may guide buying behavior, leading consumers to choose
brands like Tetley that prioritize these values.
Understanding these influencing factors is crucial for Tetley and similar brands
when crafting marketing strategies and product offerings. It allows them to better
align with the diverse preferences and external forces that shape consumers' tea-
buying decisions.
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CHAPTER-10
Analyzethe Marketing Mix (4 Ps) of Tetley Tea
1. Product:
- Tetley Tea in India offers a wide range of products, including black tea, green
tea, herbal infusions, and specialty teas.
- They have customized their product offerings to cater to the diverse tastes and
preferences of the Indian market.
- Tetley is known for its quality and consistent taste, which appeals to tea
enthusiasts in India.
- The product packaging often reflects Indian cultural elements, making it more
relatable to the local audience.
2. Price:
- Tetley Tea employs a competitive pricing strategy in India to compete with other
tea brands.
- They offer a variety of pack sizes to cater to different consumer budgets, from
affordable small packs to premium offerings.
- Seasonal promotions and discounts are common to attract price-sensitive
consumers.
- Tetley often promotes value for money and quality as key selling points.
3. Place:
- Tetley Tea has an extensive distribution network in India, with its products
available in supermarkets, local grocery stores, and online platforms.
- The brand has a wide presence, reaching both urban and rural markets to capture
a broader customer base.
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- They have tie-ups with cafes and restaurants, making Tetley Tea available in out-
of-home consumption settings.
- Tetley has regional offices and warehouses to ensure efficient product availability
and delivery.
4. Promotion:
- Tetley employs a mix of traditional and digital marketing strategies in India.
- They run television and radio advertisements, sponsor popular TV shows, and
engage in outdoor advertising to create brand awareness.
- Digital marketing includes social media campaigns, influencer partnerships, and
email marketing to connect with a younger, tech-savvy audience.
- Tetley also conducts various consumer engagement programs, such as tea tasting
events, to build brand loyalty and engage with customers.
Tetley Tea in India effectively utilizes the 4 Ps of the marketing mix to provide a
diverse range of tea products at competitive prices, making them widely available
through an extensive distribution network, and promoting the brand through various
channels to connect with a broad customer base.
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CHAPTER-11
CONCLUSION
In conclusion, this comprehensive analysis of Tetley tea has illuminated
the brand's strengths, values, competitive landscape, and marketing
strategies,providing a holisticview of its positionin the tea industry.
Tetley, a beloved brand with a history dating back to 1837, is
manufactured by the reputable company Tata Global Beverages. This
brand's legacy is not just a testamentto its longevity but also its abilityto
adapt to changingconsumerpreferencesand market dynamics.
The examination of Tetley's extensive product line, comprising a
multitude of variants and SKUs, showcases the brand's commitment to
offering a tea for every taste and preference. This diversificationstrategy
not only meets consumer demands but also underlines Tetley's
adaptabilityand consumer-centricapproach.
Tetley's core values, rooted in quality, tradition, and sustainability, have
set the brand apart. The strong emphasis on these values resonates with
consumers, cultivating brand loyalty and establishing Tetley as a
distinguishedplayerin the market.
A SWOT analysis of Tetley revealed strengths in brand recognition and
global presence, while opportunities include expanding its product range
and tappinginto emergingmarkets. Challengesand competitionexist, but
Tetley'svalues and strategies positionit favorablyfor the future.
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Tetley competes with prominent tea brands like Lipton and Twinings.
While Lipton emphasizes affordability and mass appeal, Twinings
focuses on premium quality. Tetley differentiates itself by striking a
balance between quality, affordability, and sustainability, making it a
brand that appeals to a diverseconsumerbase.
The report delves into the buying and selling processes of Tetley,
highlighting the brand's accessibility to consumers and its effective
relationshipswith retailers.
Various factors influence buying behavior for Tetley, including
perceptions of quality, brand loyalty, and pricing. These aspects shape
consumers' decisions when purchasing Tetleytea.
Finally, our analysis of Tetley's marketing mix (4 Ps) unveils a well-
balanced approach to product, price, place, and promotion. Tetley's
unwavering commitment to product quality, competitive pricing,
expansive distribution, and effective promotional strategies contribute to
its continuedsuccess in the tea industry.
In summary, Tetley's enduringlegacy, consumer-centricvalues, strategic
differentiationfrom competitors, and a well-roundedmarketing approach
have solidified its position as a prominent player in the tea market. As
Tetley continues to adapt and evolve, it remains well-prepared for
sustained growth and success in the dynamic and competitive world of
tea.
