Positioning Strategy of Shree Mangalam Assam Tea Based On Unilever

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Positioning Strategy of Shree Mangalam Assam Tea Based on

Unilever’s Positioning Framework

Project submitted to Jain (Deemed-to-be University) in partial fulfillment of the


requirements for the award of

Master of Business Administration


Submitted by
Group 1
Team Nam USN ID:
Neetu Sah 19mbaj0131
Archita Chatterjee 19mbaj
Rahul Sharaf 19mbaj
Uday 19mbaj
Preetam raj 19mbaj
Kasayee 19mbaj

under the guidance of


Dr. Julie Sunil

Professor

Jain (Deemed-to-be University)


Bangalore

2020
Page No.
Abstract i
Chapter I Introduction and company profile 1 – 10

About the company

Chapter II Research Methodology 11 –20

2.1 Scope of the Study


2.2 Research Objectives
2.3 Research Design
2.4 Data Collection

Chapter III Data Analysis and Interpretation 21 – 24

3.1 Data Analysis


3.2 Data Interpretation

Chapter IV Findings and Recommendations 25 – 75

4.1 Research Outcome and Findings


4.2 Recommendations
4.3 Limitations of the Study
4.4 Conclusions

 Bibliography
 Appendices
 Advertisement
Abstract
Chapter 1
Introduction and company profile
1.1 Introduction
• Mangalam Tea Products Pvt Ltd is a Private incorporated on 07 August 1992. It is
classified as Non-govt company and is registered at Registrar of Companies, Shillong.

• The Mangalam Tea is made from young small leaves having the highest concentration
of golden tips. It has sparkling copper-red liquor, with a complex malty and fruity flavour.

• This Assam tea, mostly grown at or near sea level has blackish clean and grainy
leaves which produce bright liquor that is of first flush quality resulting a in a bright coppery
infusion. Mangalam tea estate produces very high-quality Assam Orthodox and CTC teas.

• The Orthodox teas from Mangalam tea estate are hugely in demand from the German
market. Assam Second Flush Tea, most of which is grown at or near sea level, is known for its
fuller body, briskness, malty flavour, and strong, bright colour. Assam Tea is produced from a
tea leaf that is relatively larger than its cousin, Darjeeling Tea.

• This black tea is known for its strong bright colour and malty flavour. A sip from a
cup of Assam tea is a choice of every connoisseur.

The tea is packed right in the garden to ensure a rich aroma in the cup.

1.2 Tasting Note:


Grown mostly at or near the sea level, the Mangalam First Flush is characterised by blackish
clean and grainy leaves which produce a bright liquor that is of first flush quality resulting in a
bright coppery infusion.

Leaf - Blackish, clean and grainy leaf with good bloom.

Liquor - Bright, first flush quality cup.

Infusion - Bright coppery infusion.

1.3
Product descr iption:

• This is a combo of premium tea crush, tea, curl tea (CTC)  


• Assam tea with a net weight of 500 grams. It comes with a shelf life of 12 months.
Made from tea leaves, these are ctc premium tea and gold tea. Store the products in a
cool and dry place.

“Assam tea is the most aromatic tea among all premium tea brands because 15% longer
superior quality leaves”
Company profile
Unilever’s positioning strategy
of assam Mangalam tea

1) Root Strength:

It represents them self as an Assam tea, as well as premium tea and gold tea.

2) Competitive Environment:

The Mangalam Assam tea faces lot of competition from the other brands too like tata tea and
brook bond, tazza same more local brands which sell the same Assam tea but in low price. The
Mangalam Assam tea helps in the digestion process it has a golden leaf which gives the best
aroma of the tea the tea comes in various packages starting from loose package tea leaves.

3) Targeting Mangalam Tea:

• They target the high middle-class group people in India and they target the people
who are fitness freak

• Their target customers are the women's in Assam other parts of the world they target
the youth of various parts of the India.

• They target customers who have to show off with their products.
• They target who love the local things to buy with Authentic taste.

4) Customer insight

• Consumer insights are real truths about customers.

• They’re gathered from data on the human behaviours and perceptions. Businesses
then use these insights to identify the needs of their target audience, specifically, how and
why they carry out certain commercial actions.  

• They underpin successful marketing campaigns; helping brands to create the right
message for the right audience for mutual benefit, placing it where it will cut through.

• The local Assam tea market size is anticipated to witness significant rise during the
forecast period, owing to the health benefits offered by the product is rich in antioxidants
hence its regular consumption is beneficial for health.

By Type:  Tea Bags; Powder; Loose Leaf;

By Geography: north Assam other neighbouring states

By Formulations: Flavoured; Lemon; Cinna...

5. Some Health Benefits are:-

• Boasts many antioxidants

• promote heart health

• support immune function

• have anticancer effects

• promote brain health

Some Emotional Benefits of drinking tea

 Researchers have found, for instance, that drinking tea lowers levels of the stress
hormone cortisol.

 And evidence of long-term health benefits is emerging, too: drinking at least 100


millilitres (about half a cup) of Assam green tea a day seems to lower the risk of developing
depression and dementia.
 Scientists are also trying to identify the major active compounds that give tea its
mental-health benefits, and whether they work alone or in combination with other compounds
present in the drink.

6) Values and Personality

Your Tea choice says a lot about your personality

• Tea lovers always like to rave about the innumerable benefits of drinking tea. Starting
from tea being a powerhouse of antioxidants to the distinct fragrance and aroma, each tea
variety has something to offer.

• Camellia Sinensis, the biological name of the tea plant has a rich history and shares a
deep, emotive connection with all of us.

• We shall rarely find someone who cannot express something about tea, whether it is
how they feel drinking it, the aroma, lingering aftertaste or a fond recollection of good times
and numerous such emotions.

7.Reasons To Believe:

1. 2nd largest tea manufacturer; part of Birla group; fresh from premium gardens.

2. Specially:

• No artificial flavor

• Fat free

• Suitable for vegans

3. Premium Assam tea certified by tea tester

4. Completely organic product

8.Discriminator:

• Mangalam tea is a trust worthy product which helps to improve circulatory health,
promotes a healthy immune system relieves tension, enhance stamina, stimulates & revitalizes,
enhances respiratory function.

• It contains great antioxidants and less caffeine than coffee and reduce the risk of heart
attacks and strokes, and also helps with weight loss.
9.Essence:

• Mangalam tea is the most trusted brand in north India, the customers are very happy
with the taste and quality and its price which is very reasonable.

• The Mangalam tea manufacturers are maintaining an effective safety measures and
precautions which they don’t have any trust issues.

• Mangalam tea has the good reputation in the market by maintaining the fair price and
quality of the product.
2.4 Swot analysis

SWOT Analysis Keeping in view the importance of Mangalam tea of Assam, the high reputation and
good quality of tea being produced in the and the declining profit margin over the years, and me and my
team finds it necessary to undergo a SWOT (Strengths, Weaknesses, Opportunities and Threats)
analysis with the help of the data collected through survey as a evidence it is attached in the appendix
with 50 responses in Guwahati, assam state.

Strengths:

1.The tea produced is of good quality with the Orthodox tea category being highly popular in foreign
countries

2.The T.E. employs scientific research in its production.

3.The estate covers a large land area under it with its location to the main location in airports

4. Strong back end integration, it plants as well as process the

Weakness

1.The producers have no say in the selling price of tea.

2.The age of the planting material is yet another weakness.

3.There is no land for further extension of tea cultivation.

4.There is no 100% e-auction.

The selling price of the tea has not increased proportionately to the cost

Opportunities

1.The T.E. has better opportunities for exports keeping in view the large demand of Orthodox tea in
foreign countries.
2.The T.E. produces black pepper in the trees that are grown between the tea plants. This can be
thought of as an opportunity of product diversification

Threats

1.There is an increase in the wages of the plantation workers as per the Government law without
any corresponding increase in the price of tea

2.There is tremendous hike in the price of different inputs.

Removal of subsidized ration by Government is another threat to the estate.

3.There has been a hike in the statutory benefits of the plantation workers. Also, there is an
enhancement of newer benefits for them.

The climatic change in the state of Assam is yet another threat.


Chapter 2
Research methodology
3.2 INTERPRETATION

1. From the above analysis, it is observed that, out of 50 % of the responses, 24 is female
i.e., (48 %) like to have tea while 26 is male i.e., (52%) like to have tea which is a greater
number than female.

2. From the above analysis, It is observed that, out of 50% of responses, 39 people are
under 21- 30 age group which is 78% , it shows that the younger generation are more into tea
because of health, taste and price, whereas below 20 age group there are 6 people which is 12% ,
while from 31-40 age group there are 2 people which is 4%, whereas from 41-50 , 51- 60 and
61+ are 1 people which is 2% respectively.

3. From the above analysis, It is observed that, out of 50% of responses, 33 people fall
below 20,000 income group which is 66%, it shows that the Mangalam tea is affordable where it
can bought by the low income group as well, from 30k -40k income group there are 10 people
which is 20% , whereas, and 5 people which is 10 % fall under 45k – 50k income group, from
50k- 60k and above 60k are 4 and 3 which is 8% and 6% respectively.

4. From the above analysis, It is observed that, out of 50% of responses, 50 people
which is 50% have responded yes to the question that they drink tea as a part of a daily routine,
while 21 people which is 42% has said No to the question, as they don’t drink tea a part of their
daily routine whereas, 4 (8%) responded has says maybe as their response to having tea.

5. From the above analysis, It is observed that, out of 40% responses, 24 people which
is (60%) have responded that they consume tea daily once, Again 6 (15%) consume two time
per day, where 4 (10 %) responded consume more than two times, whereas, 6 people which is
( 15%) has responded weekly 1- 3 times, and there are no responses who consume more than
three times.

6. From the above analysis, it is observed that, out of 50% responses, 22 people which is (44%)
consume Mangalam tea due to Availability/ Convenience (which is available nearby, regardless
of the price) where, 13 people which is (26%) consume due to Family Preference (They buy
what their family prefers to drink), again 3 people which is (6%) responded that they consume
tea due to Price (Price matters the most to them) as some of the Mangalam tea is premium and
expensive, whereas, 12 of them which is (24%) consume due to Quality / Taste (They don't
mind paying a premium for good quality tea)
7. From the above analysis, it is observed that, out of 50% responses, 15 ( 30%) they don’t
drink tea, were 14 which is (28%) responded like to have Mangalam tea due to Health
Benefits - Diet Support / Detox, 8 of them which is (16%) consume tea for relaxation
,whereas, 6 (12%) of the responded has habit and routine to consume tea daily , where 3
(6%) like to have tea just for socializing with people while get together like in party, dinner
etc, 2(4%) responded find tea is alternative to coffee because some people like to have
beverage but they like to have changes in their taste, were also 1(2%) consume tea just for
medical purpose because Mangalam tea has its own benefits were also it has been
prescribed by the doctor for the medical purpose. And 1(2%) has some other reason that
they have specified i.e., that after lunch and dinner or breakfast they are tend to have tea as a
rule in north east.
8. From the above analysis, it is observed that, out of 50% responses, 30 of them which
is (60%) buy tea from the super market due to quality, we all know the Mangalam tea has
best quality in India, were 10 (20%) of them consider the price before buying the tea from
super market if the price is high they assume to be a best and premium and some buy looking
at the price that fits their current budget, 16 of them which is (32%) prefer the brand rather
than other characteristic as they don’t think twice for buying the tea they know where it is in
the supermarket they directly buy it , also 25 of the responded which is (50%) like the taste
of Mangalam tea as they don’t render much for buying the tea , 3(6%) like the service which
is available after the purchasing of the tea, according to the income 4(8%) responded that
they prefer to buy according to their budget which is available with them they buy the same
product all the time because of their income, whereas, 4(8%) prefer to buy after getting
attracted by the advertisement on Tv.

9. From the above analysis, it is observed that, out of 50% responses, 16 (32%) they
don’t buy tea as they might consume tea from outside, were 14 (28%) prefer to have value for
money which motivates them to buy Mangalam tea, again 10 of them which is (20%) buys
tea due to personal need which can be habit , routine etc., 6 (12%) responded that their
family motivates them to buy tea, or family purchase the tea. Whereas, 4 (8%) buy tea from
getting recommendation from their peers, family or from the shopkeeper, they might also get
motivate through social media and the last but not the least from the attractiveness of the
product there is no response at all.

10. From the above analysis, it is observed that, out of 50% responses, 25 of them which
is (50%) prefer Mangalam Tea which is local brand of the Assam, 14 (28%) prefer Tata Tea,
whereas 10 (20%) responded prefer Lipton tea and 1(2%) prefer Wagh Bakri tea.
Chapter 3
4.1 Learning outcomes

1. High maintenance of brand equity enjoyed by mangalam tea

2. State of the art infrastructure

3. A vast variety of stuff available under one roof can get a huge market.

4. Everyday low prices, which attract customers.

5. Maximum percent of footfalls converted in sales

4.2 LIMITATIONS OF THE STUDY

1. It is very difficult to analyse the customer behaviour while shopping.

2. Time is an important constraint, since the study is only for 2 months.

3. As per the rules and policy of the company, executives were not ready to disclose many
information’s like sales of the day, sales of each department etc.

4. Managers were full on active in their work program and we get less time for discussions

4.3 Recommendations

1. Mangalam tea should have to bring more varieties in costs and packages of tea.

2. The infrastructure is needed to be changed a bit during in winter and rainy season as heavy
crowd comes but the tea.

3. They should also focus on brand management and expand other states also.
4. Mangalam tea should keep offers in regular intervals so that there should not be a long term
gap, because offer is the most influencing factor which is responsible for customer purchase
decision

5. They also concentrate on TV advertisement they should show ads and promotional offers in a
regular interval in languages like Hindi English.

6. Hoarding should be placed uncovered area.

7. To attract more customers, managalam tea needs to offer more varieties of products.

8. Advertising through television and F.M radio needs to improved.


9. They should promote their product like arranging free tea stalls for three to four days for to
get awareness of their product to the public.

4.4 FINDINGS

1. Most of the customers buy their requirement in mangalam tea on the basis of and monthly
basis. Customers realized that managalam tea provide qualitative products/service with
reasonable price.

2. Mangalam tea mainly deal with middle income group people who want qualitative product
with reasonable cost.

3. There are more than 50 stores in different cities of assam, it seems that there is a vast growth
of big bazaar lying as customers demand is increasing for mangalam tea.

4. He customers are gives response for most powerful advertisement is mangalam tea. We can
also interpret that the mangalam tea comparison is more powerful people attract with
advertisement like word of mouth.

4.5 CONCLUSION
The study concludes that majority of the customer like to purchasing at mangalam tea cause of
product quality, quantity discount, offers, service facility reasonable price which make the customer
satisfied and more comfortable in visiting the store again & again.

Customers feel that mangalam tea has variety of product for them. Considering the fact that there is a
lot middle class family in India, mangalam tea has had a huge impact on the middle-class section of
India, company should come with promotional strategies and try to attract them because till now they
not get market as much they should get.
Bibliography
3.1 Appendices

1.What is your gender?

o Male

o Female

o Others
2.How old are you?
o under 20
o 21-30
o 31-40
o 41-50
o 51-60
o 61 +

3.What is your monthly income?

o Below 20k
o 30k- 40k
o 45k - 50k
o 50k- 60k
o Above 60k

4.  Do you drink tea as part of your daily routine?

o Yes
o No
o Maybe

5. If yes, then what is the frequency for consumption of Mangalam tea?

o Daily once
o two time
o more than two times
o weekly 1-3 times
o more than three times

6. Tick Your Preference with respect to Tea.

o Availability / Convenience (which is available nearby, regardless of the price)


o Family Preference (I buy what my family prefers to drink)
o Price (Price matters the most to me)
o Quality / Taste (I don't mind paying a premium for good quality tea)

7. Why do you drink Mangalam tea?

o Health Benefits - Diet Support / Detox


o Habit and Routine
o Relaxation
o Medicinal (to provide energy etc.)
o Alternative to Coffee
o Socialize and Get Together
o I don't drink tea
o Other (please specify) _____________________________ .

8.Which of these characteristics do you consider when you buy Mangalam tea at the supermarket?

o Quality
o Price
o Brand
o Taste
o Post-purchase service
o Your available income
o Advertisement

9. What motivates you to buy Assam Mangalam tea?

o A personal need
o Value for money
o Family purchase
o Attractiveness of the product
o Recommendation
o I don´t buy tea

10. Which tea brand do you prefer?

o Lipton tea
o Mangalam tea
o Tata tea
o Wagh Bakri tea
Advertisement of shree Mangalam Assam tea

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