Timestamp 9/13/2012 22:28:42 9/13/2012 22:33:12 9/13/2012 22:37:03 9/13/2012 22:39:41 9/13/2012 22:42:03 9/13/2012 22:42:05 9/13/2012 22:45:17

9/13/2012 22:48:45 9/13/2012 22:48:50 9/13/2012 22:52:46 9/13/2012 23:01:18 9/13/2012 23:03:08 9/13/2012 23:05:42 9/13/2012 23:05:55 9/13/2012 23:21:49 9/13/2012 23:26:09 9/13/2012 23:28:58 9/13/2012 23:31:09 9/13/2012 23:32:26 9/13/2012 23:33:23 9/13/2012 23:39:31 9/13/2012 23:40:51 9/13/2012 23:42:36 9/13/2012 23:43:57 9/13/2012 23:45:12 9/13/2012 23:46:24 9/14/2012 0:13:36 9/14/2012 0:16:39 9/14/2012 12:34:18

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Commitment. [Tata Tea] Sample Question 2 5 3 3 5 3 5 3 5 5 4 4 3 5 4 5 5 5 5 5 5 2 4 4 5 2 3 5 4 1

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Commitment. [Lipton] 2 5 4 4 2 3 3 3 3 3 3 3 3 3 3 3 4 4 3 4 3 3 4 4 2 3 3 3 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Commitment. [Brooke Bond Red Label] 2 5 5 4 4 2 3 2 2 4 3 3 2 3 4 4 3 4 4 4 4 4 3 4 2 3 4 3 3

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Protection. [Tata Tea] 5 4 5 5 3 5 5 3 3 4 4 4 5 3 5 4 5 5 4 4 3 5 5 5 4 2 5 5 1

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Protection. [Lipton] 4 5 2 4 2 3 4 4 4 3 4 3 2 3 2 3 4 5 5 4 2 5 4 4 3 3 4 4 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Protection. [Brooke Bond Red Label] 4 3 5 3 4 2 4 5 5 3 4 4 3 3 3 4 3 5 3 4 5 5 3 3 3 4 3 3 3

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Clarity [Tata Tea] 5 4 5 5 3 3 5 4 4 3 4 5 4 4 5 4 3 5 4 3 3 5 4 5 5 4 1 4 1

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Clarity [Lipton] 5 4 3 2 2 3 3 3 3 3 4 4 5 3 4 3 4 4 3 4 1 4 3 4 4 5 2 4 3

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Clarity [Brooke Bond Red Label] 4 5 4 4 4 3 4 2 2 3 4 3 5 3 5 5 2 4 1 4 4 4 3 3 3 2 3 3 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Responsiveness. [Tata Tea] 4 5 5 2 3 3 4 4 4 4 4 4 5 4 4 4 3 5 4 5 4 5 4 5 5 3 3 4 3

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Responsiveness. [Lipton] 5 3 4 4 2 3 3 3 3 3 4 5 3 3 2 3 1 2 3 4 2 3 4 4 4 3 4 2 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Responsiveness. [Brooke Bond Red Label] 5 4 5 2 4 3 3 5 5 3 4 3 4 3 3 3 4 4 4 4 4 1 4 4 4 2 3 2 1

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Authenticity. [Tata Tea] 5 4 4 3 3 3 5 5 5 4 4 5 5 4 5 4 4 5 5 4 3 4 4 4 5 3 2 5 1

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Relevance. [Tata Tea] 5 5 5 3 3 3 5 5 5 5 4 5 4 4 5 4 5 5 4 4 4 5 4 4 4 5 3 4 1

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Relevance. [Lipton] 4 5 4 4 2 3 2 4 4 4 4 5 5 3 3 3 1 1 4 3 2 4 3 3 3 4 5 2 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Relevance. [Brooke Bond Red Label] 4 4 5 5 4 3 4 3 3 4 4 5 3 3 5 5 2 2 5 4 5 3 3 3 2 3 2 4 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Presence. [Tata Tea] 5 4 4 4 3 3 5 4 4 3 4 3 5 5 5 4 4 5 5 5 4 5 4 5 5 1 5 5 1

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Presence. [Lipton] 4 3 3 5 2 3 2 5 5 4 4 2 4 4 3 3 3 3 2 4 3 4 3 4 4 2 4 3 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Presence. [Brooke Bond Red Label] 4 5 5 4 4 3 4 3 3 4 4 1 3 3 4 5 2 4 3 3 4 5 3 3 4 3 3 4 3

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Understanding. [Tata Tea] 5 5 5 4 3 3 3 3 3 3 4 4 2 4 4 5 5 5 4 4 3 5 4 5 5 3 5 4 3

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Understanding. [Lipton] 5 4 5 5 2 3 3 4 4 4 4 4 4 3 3 4 3 4 3 3 3 5 3 4 4 4 4 3 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Understanding. [Brooke Bond Red Label] 5 5 5 5 4 3 3 5 5 3 4 4 5 3 4 5 1 4 4 2 4 4 3 3 3 5 2 4 3

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Consistency. [Tata Tea] 4 5 5 4 3 4 5 4 4 4 4 3 5 5 5 4 4 4 4 5 4 5 4 5 5 3 5 5 3

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Consistency. [Lipton] 4 3 3 2 2 4 3 3 3 3 4 4 3 4 4 3 2 4 4 4 4 4 3 4 4 2 4 4 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Consistency. [Brooke Bond Red Label] 4 4 5 5 4 4 4 2 2 4 4 3 4 3 5 5 3 4 3 4 4 5 3 3 3 1 5 3 1

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Differentiation. [Tata Tea] 5 3 5 5 3 4 5 3 3 3 4 3 5 5 5 5 3 4 4 4 3 5 5 4 5 1 5 5 3

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Differentiation. [Lipton] 5 4 3 4 2 4 3 2 2 4 4 2 4 4 4 3 3 4 3 3 2 4 4 3 4 1 5 3 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Differentiation. [Brooke Bond Red Label] 5 5 4 5 4 4 3 4 4 3 4 4 3 3 4 4 5 4 3 3 4 4 3 3 4 1 5 4 1

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Authenticity. [Lipton] 5 5 5 2 2 3 4 3 3 3 4 4 3 3 3 3 2 3 4 4 4 3 4 4 4 4 5 4 2

Rate the following companies on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Authenticity. [Brooke Bond Red Label] 5 5 5 5 4 3 4 4 4 4 4 4 4 4 3 4 3 4 4 3 5 3 3 3 4 5 4 4 3

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Commitm ent. Sample [Tata Question Tea] 2 5 3 3 5 3 5 3 5 5 4 4 3 5 4 5 5 5 5 5 5 2 4 4 5 2

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Commitm ent. [Lipton] 2 5 4 4 2 3 3 3 3 3 3 3 3 3 3 3 4 4 3 4 3 3 4 4 2

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Commitm ent. [Brooke Bond Red Label] 2 5 5 4 4 2 3 2 2 4 3 3 2 3 4 4 3 4 4 4 4 4 3 4 2

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Protectio n. [Tata Tea] 5 4 5 5 3 5 5 3 3 4 4 4 5 3 5 4 5 5 4 4 3 5 5 5 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Protectio n. [Lipton] 4 5 2 4 2 3 4 4 4 3 4 3 2 3 2 3 4 5 5 4 2 5 4 4 3

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Protectio n. [Brooke Bond Red Label] 4 3 5 3 4 2 4 5 5 3 4 4 3 3 3 4 3 5 3 4 5 5 3 3 3

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Clarity [Tata Tea] 5 4 5 5 3 3 5 4 4 3 4 5 4 4 5 4 3 5 4 3 3 5 4 5 5

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Clarity [Lipton] 5 4 3 2 2 3 3 3 3 3 4 4 5 3 4 3 4 4 3 4 1 4 3 4 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Clarity [Brooke Bond Red Label] 4 5 4 4 4 3 4 2 2 3 4 3 5 3 5 5 2 4 1 4 4 4 3 3 3

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Responsi veness. [Tata Tea] 4 5 5 2 3 3 4 4 4 4 4 4 5 4 4 4 3 5 4 5 4 5 4 5 5

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Responsi veness. [Lipton] 5 3 4 4 2 3 3 3 3 3 4 5 3 3 2 3 1 2 3 4 2 3 4 4 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Responsi veness. [Brooke Bond Red Label] 5 4 5 2 4 3 3 5 5 3 4 3 4 3 3 3 4 4 4 4 4 1 4 4 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Authentic ity. [Tata Tea] 5 4 4 3 3 3 5 5 5 4 4 5 5 4 5 4 4 5 5 4 3 4 4 4 5

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Relevanc e. [Tata Tea] 5 5 5 3 3 3 5 5 5 5 4 5 4 4 5 4 5 5 4 4 4 5 4 4 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Relevanc e. [Lipton] 4 5 4 4 2 3 2 4 4 4 4 5 5 3 3 3 1 1 4 3 2 4 3 3 3

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Relevanc e. [Brooke Bond Red Label] 4 4 5 5 4 3 4 3 3 4 4 5 3 3 5 5 2 2 5 4 5 3 3 3 2

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Presence. [Tata Tea] 5 4 4 4 3 3 5 4 4 3 4 3 5 5 5 4 4 5 5 5 4 5 4 5 5

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Presence. [Lipton] 4 3 3 5 2 3 2 5 5 4 4 2 4 4 3 3 3 3 2 4 3 4 3 4 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Presence. [Brooke Bond Red Label] 4 5 5 4 4 3 4 3 3 4 4 1 3 3 4 5 2 4 3 3 4 5 3 3 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Understa nding. [Tata Tea] 5 5 5 4 3 3 3 3 3 3 4 4 2 4 4 5 5 5 4 4 3 5 4 5 5

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Understa nding. [Lipton] 5 4 5 5 2 3 3 4 4 4 4 4 4 3 3 4 3 4 3 3 3 5 3 4 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Understa nding. [Brooke Bond Red Label] 5 5 5 5 4 3 3 5 5 3 4 4 5 3 4 5 1 4 4 2 4 4 3 3 3

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Consiste ncy. [Tata Tea] 4 5 5 4 3 4 5 4 4 4 4 3 5 5 5 4 4 4 4 5 4 5 4 5 5

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Consiste ncy. [Lipton] 4 3 3 2 2 4 3 3 3 3 4 4 3 4 4 3 2 4 4 4 4 4 3 4 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Consiste ncy. [Brooke Bond Red Label] 4 4 5 5 4 4 4 2 2 4 4 3 4 3 5 5 3 4 3 4 4 5 3 3 3

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Differenti ation. [Tata Tea] 5 3 5 5 3 4 5 3 3 3 4 3 5 5 5 5 3 4 4 4 3 5 5 4 5

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Differenti ation. [Lipton] 5 4 3 4 2 4 3 2 2 4 4 2 4 4 4 3 3 4 3 3 2 4 4 3 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Differenti ation. [Brooke Bond Red Label] 5 5 4 5 4 4 3 4 4 3 4 4 3 3 4 4 5 4 3 3 4 4 3 3 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Authentic ity. [Lipton] 5 5 5 2 2 3 4 3 3 3 4 4 3 3 3 3 2 3 4 4 4 3 4 4 4

Rate the following companie s on a score of 1 to 5 (1 being the lowest, 5 being the highest) for Authentic ity. [Brooke Bond Red Label] 5 5 5 5 4 3 4 4 4 4 4 4 4 4 3 4 3 4 4 3 5 3 3 3 4

TATA TEA Commitment - the extent to which the Brand recieves support in terms of time, influence & investment. Protection - examines how secure a brand is across a number of dimensions (legal protection, proprietary ingredient, scale or geographic spread) Clarity - measures the degree to which the brand is truly dedicated to understanding & defining the customer. Responsiveness - it is the Brand's ability too adapt to market changes, challenges & oppurtunity Authenticity - if a Brand has a defined heritage & a well grounded value set, as well as if it can deliver against customer's expectations. Relevance - How well a Brand fits with the customer's needs, decision & decision criteria across all demographics & geographies. Presence - The degree of how positively consumers, customers & opinion formers discuss it in in social & traditional media. Understanding - In depth understanding of the Brand's distinctive quality & characteristics. Consistency - the degree to which a Brand is experienced without fail across all touch points & formats. Differentiation - the degree to which consumers perceive the brand to a positioning that it is distinct to it's competition.

48 4.8

42 4.2

46 4.6

40 4

30 3

36 3.6

45 4.5

40 4

40 4

37 3.7

40 4

39 3.9

45 4.5

42 4.2

48 4.8

43 4.3

41 4.1

48 4.8

43 4.3

43 4.3

33 3.3

48 4.8

42 4.2

47 4.7

45 4.5

Average

SumProduct

Max

4.16

13

104

125

4.28

12

107

125

4.16

10

104

125

4.12

13

103

125

4.24

10

11

106

125

4.36

12

10

109

125

4.28

11

10

107

125

100

125

4.32

10

13

108

125

4.12

11

103

125

42.04

83.20%

85.60%

83.20%

82.40%

84.80%

87.20%

85.60%

80.00%

86.40%

82.40%

84.08%

LIPTON Commitment - the extent to which the Brand recieves support in terms of time, influence & investment. Protection - examines how secure a brand is across a number of dimensions (legal protection, proprietary ingredient, scale or geographic spread) Clarity - measures the degree to which the brand is truly dedicated to understanding & defining the customer. Responsiveness - it is the Brand's ability too adapt to market changes, challenges & oppurtunity Authenticity - if a Brand has a defined heritage & a well grounded value set, as well as if it can deliver against customer's expectations. Relevance - How well a Brand fits with the customer's needs, decision & decision criteria across all demographics & geographies. Presence - The degree of how positively consumers, customers & opinion formers discuss it in in social & traditional media. Understanding - In depth understanding of the Brand's distinctive quality & characteristics. Consistency - the degree to which a Brand is experienced without fail across all touch points & formats. Differentiation - the degree to which consumers perceive the brand to a positioning that it is distinct to it's competition.

43 4.3 5 4 3 2 1 5 4 0 0 0

41 4.1

36 3.6

36 3.6

20 2

32 3.2

30 3

34 3.4

34 3.4

34 3.4

39 3.9

36 3.6

36 3.6

33 3.3

31 3.1

31 3.1

27 2.7

34 3.4

34 3.4

37 3.7

26 2.6

39 3.9

35 3.5

38 3.8

36 3.6

Average

SumProduct

3.24

14

81

3.52

10

88

3.4

10

10

85

3.2

11

80

3.48

10

87

3.32

83

3.44

86

3.72

11

93

3.4

13

85

3.36

12

84

Max

125

64.80%

125

70.40%

125

68.00%

125

64.00%

125

69.60%

125

66.40%

125

68.80%

125

74.40%

125

68.00%

125

67.20%

68.16%

Brooke Bond - Red Label Commitment - the extent to which the Brand recieves support in terms of time, influence & investment. Protection - examines how secure a brand is across a number of dimensions (legal protection, proprietary ingredient, scale or geographic spread) Clarity - measures the degree to which the brand is truly dedicated to understanding & defining the customer. Responsiveness - it is the Brand's ability too adapt to market changes, challenges & oppurtunity Authenticity - if a Brand has a defined heritage & a well grounded value set, as well as if it can deliver against customer's expectations. Relevance - How well a Brand fits with the customer's needs, decision & decision criteria across all demographics & geographies. Presence - The degree of how positively consumers, customers & opinion formers discuss it in in social & traditional media. Understanding - In depth understanding of the Brand's distinctive quality & characteristics. Consistency - the degree to which a Brand is experienced without fail across all touch points & formats. Differentiation - the degree to which consumers perceive the brand to a positioning that it is distinct to it's competition.

42 4.2

45 4.5

48 4.8

42 4.2

40 4

30 3

36 3.6

35 3.5

35 3.5

35 3.5

39 3.9

34 3.4

36 3.6

31 3.1

40 4

44 4.4

28 2.8

39 3.9

34 3.4

35 3.5

43 4.3

38 3.8

31 3.1

32 3.2

32 3.2

Average

Sumproduct

Max

3.36

11

84

125

3.72

11

93

125

3.52

10

88

125

3.68

12

92

125

3.92

13

98

125

3.72

93

125

3.6

10

90

125

3.84

96

125

3.76

11

94

125

3.84

13

96

125

67.20%

74.40%

70.40%

73.60%

78.40%

74.40%

72.00%

76.80%

75.20%

76.80%

73.92%

Brands
Brand Parity Index

Average % 84.08% 68.16% 73.92%

75.39%

TATA TEA LIPTON RED LABEL

Industry Average

84.08%

TATA TEA

84.08%

68.16%

73.92%

TATA TEA TATA TEA

LIPTON LIPTON RED LABEL

RED LABEL

Parameters Commitment Protection Clarity Responsiveness Authenticity Relevance Presence Understanding Consistency Differentiation

TATA LIPTON RED LABEL 4.16 3.24 3.36 4.28 3.52 3.72 4.16 4.12 4.24 4.36 4.28 4 4.32 4.12 42.04 3.4 3.2 3.48 3.32 3.44 3.72 3.4 3.36 34.08 3.52 3.68 3.92 3.72 3.6 3.84 3.76 3.84 36.96

TATA TEA LIPTON RED LABEL

42.04 34.08 36.96

42.04 34.08

36.96

TATA TEA TATA TEA

LIPTON LIPTON RED LABEL

RED LABEL