Positioning Strategy of Shree Mangalam Assam Tea Based On Unilever
Positioning Strategy of Shree Mangalam Assam Tea Based On Unilever
Positioning Strategy of Shree Mangalam Assam Tea Based On Unilever
Professor
2020
Page No.
Abstract i
Chapter I Introduction and company profile 1 – 10
Bibliography
Appendices
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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.
1.3
Product descr iption:
“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.
• 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
• 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.
Researchers have found, for instance, that drinking tea lowers levels of the stress
hormone cortisol.
• 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
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
3.The estate covers a large land area under it with its location to the main location in airports
Weakness
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
3.There has been a hike in the statutory benefits of the plantation workers. Also, there is an
enhancement of newer benefits for them.
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
3. A vast variety of stuff available under one roof can get a huge market.
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.
7. To attract more customers, managalam tea needs to offer more varieties of products.
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
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 +
o Below 20k
o 30k- 40k
o 45k - 50k
o 50k- 60k
o Above 60k
o Yes
o No
o Maybe
o Daily once
o two time
o more than two times
o weekly 1-3 times
o more than three times
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
o A personal need
o Value for money
o Family purchase
o Attractiveness of the product
o Recommendation
o I don´t buy tea
o Lipton tea
o Mangalam tea
o Tata tea
o Wagh Bakri tea
Advertisement of shree Mangalam Assam tea