Tata Tea Brand Analysis and Retailer Survey

CONTENTS
1. INTRODUCTION ABOUT TATA TEA 2. COMPANY PROFILE 3. REVIEW OF LITERATURE 4. RESEARCH METHODOLOGY 5. DATA ANALYSIS AND INTERPRETATION 6. FINDING, SUGGESTION AND CONCLUSION
ANNEXURE QUESTIONER BIBLIOGRAPHY
Dr. Ambedkar BBM College, Shimoga
List of Tables
Sl.No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Fastest moving brand Sources of supply Credit facility given by distributor Duration of credit Satisfaction of credit period Satisfaction of respondents replacement of damages in packaging Tata distribution function Relation ship of Tata distributor with retailer Satisfaction of retailers to delivery system of Tata tea distributor Customer asking brands Retailers recommending Tata tea to customers Reasons recommending Tata to customers Number of retailers asking facility to increase the sales of Tata tea Types of facilities needed to increase the sales of Tata tea by retailers Number of retailers requesting regional promotion activity to increase sales of Tata tea Type of promotional activity needed by retailers Performance rating of Tata tea by retailers Title of the Table
List of graphs
Sl 1 2 3 4 5 6 7 8 9 10 11
Title of graph Fastest moving brand Credit facility Credit period Satisfaction of credit period Distribution functions Brand name Recommendation of tata tea Reasons for recommending Facilities needed Facilities to increase the sales Promotional activities required
CHAPTER 1 INTRODUCTION ABOUT TATA TEA Introduction Tata Tea Historical Milestones Objective of study Scope of study
Limitation of the study
INTRODUCTION ABOUT TATA TEA
Introduction The first Indian MNC in the global branded tea industry with the vision of "Challenging for Leadership in Tea around the World". A Global Tea Major, which along with its subsidiary companies, has a significant presence in over 35 countries worldwide, making it one of the first truly Indian Multinational Corporation. The Group's global branded business amounts to just under Rs. 3,000 crores (USD 620 million). The combined sales of Tata Tea and its subsidiary. The Tetley Group would in aggregate represent the second-largest branded tea portfolio in the world. Tata Tea's operations span the entire value-chain in tea, including research and development, tea cultivation, manufacture of black and distribution. It owns 51 tea estates and 1 coffee & cardamom estate in India, with an area of 26,500 hectares under tea cultivation and produces around 60 million kgs of black tea and 2 million kgs of instant tea annually. It operates 9 modern packaging units across the country. Tata Tea believes in strengthening its business in existing geographies, expansion into new geographies and entering new product categories catering to changing consumer habits. Tata Tea's brands are now found in the Middle East, West Asia and North Africa (Wana), Kazakhstan, the US and Canada. Joint Venture Companies have been set up in Bangladesh and Pakistan for marketing the Tetley brand. Tata Tea has 6 major brands in the Indian market - Tata Tea, Tetley, Agni, Kanan Devan, Chakra Gold and Gemini, spanning every price point from Premium to Economy. The Brand Tata Tea is today the largest in the country in terms of value market-share. The strength of Tata Tea's brands lies
in delivering consistent blends of impeccable quality to meet consumer preferences that are meticulously tracked, at prices, which are appropriate with spending habits and lifestyle needs. Branded teas contribute 88% of the consolidated turnover of the Group, with the remaining 12% coming from bulk tea, spices and investment income. State-of-the-art research and development facilities focus on agronomy, botany, plant nutrition, tissue culture and biotechnology, irrigation and water management engineering, new product and process development, energy conservation and satellite imagery studies. The Company also makes a significant contribution to social and community development its tea plantation estates via comprehensive labor welfare programmers that offer free housing, healthcare and other benefits. The Company has: 63 general hospitals and 2 large referral hospitals with 1,700 beds and 83 doctors. 280 adult literacy centers, and 173 childcare centers. 110 schools to educate children of estate employees. Scholarships for children who show merit. Programmers for physically disadvantaged children.
Vision Challenging for leadership in tea around the world Challenging A state of mind throughout the organization, never being satisfied with the status quo, constantly striving to be better and to do new things, in new ways. And a principle by which we manage our brands in the marketplace, creating relevant differentiation and confidently projecting clear brand identities. Leadership Not just in size, but more importantly in the eyes of our customers and consumers, through our thoughts, ideas, behavior and achievements. Through innovation, which will enable us to build stronger relationships with our existing consumers, reach out to new consumers and keep the category vibrant. Mission Customer is our universe. We will provide our customer with the type of tea they desire of consistent quality and high standard. By striving for exception performance and adding value in every field of our endeavor we aim to meet expectations of all our stakeholders.
Values We believe that our customers and consumers define the success of our organization and that they should be top-of-mind in everything that we do. We believe that our people are at the heart of our organization; and that we should give them the freedom to achieve, through clarity of direction and the creation of an informal, barrier-free culture. We believe in tea and in our products and their role in adding to the well being of people the world over. We believe in earning the respect of all those who know us. We believe in making a positive contribution to the people and communities our business touches. We believe that by striving to deliver our vision and by living our values we shall create more valuable business and hence over the long term increase returns to our shareholders. Tata Group Purpose Our purpose in Tata is to improve the quality of life in India through leadership in targeted sectors of national economic significance to which the Group can bring a unique set of capabilities.
Our past success in delivering such purpose provides the basis for our belief in the future and our role in it. Our Group size and scale will provide management and financial resources to profitably cater to the emerging opportunities and to develop globally competitive skills to succeed in this endeavor.
Our long-term success requires us to considerably focus our portfolio, our management efforts and our investment priorities so that Group synergy is brought to bear at the point of delivering value to the customer. The
enormous Group resources: in people and finance needs to be rearchitecture so that the whole is larger than the sum of its individual parts.
Our heritage invokes trust among consumers, employees, shareholders and the community. This is a precious heritage, unique in India, and will not only be preserved, but also enriched by formalizing the high standards of behavior expected from our employees and the companies in the years to come.
The Tata name is a unique asset representing Leadership with Trust. Leveraging this asset to unify our companies is the route to long-term success and delivery of returns to the shareholder in excess of the cost of capital. Tata Tea - where it stands today The target group for Tata Tea cuts across all socio economic classes. High quality product offering at reasonable prices coupled with an effective communication strategy with the consumer has won the brand several thousand loyalists across the country. Little wonder then, that Tata Tea is today the single largest national tea brand in the country with a market share of 7% (ORG MARG retail audit). The brand itself has managed to stay contemporary and relevant through continuous efforts to rejuvenate it. This is corroborated by the annual 'Brand Equity' study of the 'Most Admired' brands in the country, which ranks Tata Tea first among all tea brands and 30th.
TATA TEA - Historical Milestones Pre 1963 1964 1976 1983 1987 1991 1992 1993 1995-96 1996 James Finlay Tata Finlay established to develop value added Tea Tata Finlay takes over tea production and marketing Operations of James Finlay James Finlay sell their shareholdings to Tata heralding the "Dawn of a new Era" - Tata Tea is born A wholly owned subsidiary, Tata Tea Inc, set up in the u.s.a Acquisition of 52.5% shareholding in Consolidated Coffee Ltd (Tata Coffee Ltd.) Joint Venture in Sri Lanka, Estate Management Services (P) Ltd. formed. Joint Venture alliance with Allied Lyons plc - Tata Tetley. Established 65% share Lankan JVC acquires 51% shareholding in Watawala Plantations Ltd Sri Lankan JVC acquires 51% shareholding in Watawala Plantations Ltd. 2000 Tata Tea acquires The Tetley Group Ltd., UK
Objectives of the study:

To know the fast moving brand and the reason for it. To know the retailers responses to wards the products and polices Regarding damages, credit of TATA Tea ltd. To know the performance of distributor.
To study the draw backs in the existing system.
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Scope of the study: The researcher is a student of BBM programme from Shayadri, Arts & commerce college kuvempu university in order to gain practical knowledge; it is required to carry out a project work relating to field of specialization. This study was conducted in the specialization field of marketing. This study encompasses analysis of distribution strengths and weakness of TATA TEA and its competitor HHL etc. in Shimoga the TATA has got its own importance in this field, because of quality, timeliness and prompt in delivery and well known brand name. Not due to competition in the market and increasing demand, it is necessary for the organization to strengthen its sales and distribution activity.
Limitation of the study The study faced the problem of time constraint as it involved visiting the exclusive stockiest of the company and retail out let to meet the retailers which are located at different parts of the city.
All the unites considered for the study fall under Shimoga jurisdiction.
Therefore this restricts the study and prevents generalization. The study also faced the problem of delay in meeting the concerned person in the retail outlets and stockiest as the persons were always very busy. Study is based on the responses from retailers and stockiest. Accuracy of the findings depends on his authenticity the information provided by the retailers and stockiest.
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Chapter - 2 COMPANY PROFILE
Distribution system Tata Tea channels Statement of the problem Functional operation of Tata tea Quality policy Brands of Tata tea
Main competitors of Tata tea
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COMPANY PROFILE Tata Tea Distribution System In the fast moving consumer goods business, the distribution system is characterized by two factors: Brand equity and a wide distribution network. Brand equity is built over a period of time by technical innovations, consistent high quality, aggressive advertisement and marketing. Availability of products near the consumer through a wide distribution network is a crucial factor, as products are of small value, frequently purchased, daily used items. Distribution System The Producers do not sell their goods directly to the final users. Between them stand a number of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel called distribution channel. Marketing channels are set of interdependent organizations involved in the process of making a product or service available for use. Marketing channel decisions are among the most critical decisions facing management .The channels chosen initially effect all the other marketing decisions. The companies pricing depends on whether it uses more merchandises or high quality boutiques. The firms sale advertisement decisions depend on how much training and motivation dealers needed. A distribution system is a key external recovery, normally it takes years to build and it is not easily changed .It ranks in importance with key manufacturing, Research, engineering and field sales personnel and facilities. It
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represents a significant corporate commitment to large number of independent companies whose business is distribution and to the particular markets they serve .It also represents a commitment to the aspect of policies and practices that constitute the basis fabric on which is woven an extensive set of long term relationships. Intermediaries smooth the flow of goods and services; this procedure is necessary in order to bridge the discrepancy between the assortment of goods and services generated by the producers and the assortment demanded by the consumer. The discrepancy results from the fact that manufacturers typically produce a large quantity of limited variety of goods
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MANUFACTURER C & F AGENT STOKIEST/ DISTRIBUTOR WHOLESALER RETAILER

A typical distribution channel of Tata tea is shown
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Tata Tea Channels C& F Agent (Carrying and Forwarding):A C& F Agent operates virtually like a companys own department and distribution office .The Company appoints a C& F Agent under a mutually acceptable agreement .The commission payback to C& F Agent varies from company to company and usually depend upon the sales turnover of the company. The commissions can befixed as percentage of sales turnover or a fixed amount every month irrespective of sales volume. Even this amount is usually based on the volume of present as well as projected sales. The functions of C& F Agent are: To store the companys goods safely. To forecast sales based on previous sales. To execute orders promptly. To follow up the documentation. Procedure as per the companys instructions. To dispatch companys promotional materials. To pay turn over tax. The C & F Agent usually bares the transportation charges for redistribution of the goods. It is a practice of C& F agent that indent should be signed by sales department officer who is appointed by the company. The invoice will then be sent along with the goods to stockiest.
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Stockiest/ Distributors Stockiest or accredited wholesalers perform a very important function. Infect, it is the stockiest who determine the penetrative power of a company in a market place .The function of stockiest are: Maintenance of adequate stocks of the companys products at all times it prevents stockiest. To resell the companys products among wholesaler and retailer. To pay total turn over tax promptly. To provide details regarding sales and the stock held by them at the end of every month. To collect the returned goods from retailers and other parties as per company policies. The stockiest will dispatch the goods on door delivery basis to the wholesaler and retailer usually the stockiest bare the transportation charges for redistribution of the goods .It is practiced in Tata Tea to take security deposit as blank cheque from the stockiest. The stockiest commissions 6.25% and in that 6.25% he has to pay the TOT of 1% and remuneration to sales persons. Some times stockiest get some bulk to scheme for the company. Wholesaler A Wholesaler is one who purchases large quantity of goods from the stockiest on his own and resells to merchants or retailers rather than to the ultimate customers. Retailing A Retailing consists of those business activities in sale of goods and services to consumers for their personal, family, or house hold use. It is the final stage in a channel of distribution, which comprises of the business and
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people involved in the physical movement and transfer of ownership of goods and services from producer to consumer. A Distributor plays an important role as an intermediate between manufacturers, wholesalers, other suppliers and final consumers. Another distribution function that retailers perform is to communicate with their costumers and with their manufacturers and suppliers. Customers are informed about the availability and characteristics of goods and services, special sales etc. Via ads, personnel and store displays. Manufacturers and wholesalers are informed about sales forecast, costumer complaints, defective products etc. from retailers. File a Theyre an A. A. Many goods and services have been modified as a result of feedback to suppliers. Since the consumer is of utmost importance, the retailer has to keep the consumers needs in mind when deciding a retailing strategy. Consumers do not want something to be sold to them; it is enough to merely facilitate a sale. They want their retail outlets to give them more in terms of service and convenience. They know what they wish to buy even before they enter a store, and often, even before they leave the house. So, despite whatever is said about impulse- purchases, there is actually rare occurances. The large number of repeated customers in a store implies that customers are driven more by feelings towards the store than those towards the brand. This presents superretailers with an opportunity to built store-brands. However, supermarkets would do well to start with non-store brands, build a loyal consumer base through schemes similar to frequent-filer programmers, and then, launch store-brands. Significantly, since the expectations of most customers from supermarkets have not crystallized yet, super-retail can actually drive expectations by developing need based retail formats.
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There were 5.13 million retail outlets in 1996; today it is close to 6 million. Most of them are either grocers or pan-plus stores that stock every thing from cigarettes to smuggled scotch. But these figures could be misleading. Just 3 percent of the countrys retail outlets can be called large, 64 percent are small. For functional products like plain- vanilla FMCGs, cosmetics, garments, or consumer durables, innovative formats are a must. Statement of the problem The research for this study entitled as A market study on sales and distribution activities of TATA TEA LIMITED, in Shimoga As the products and the company are very familiar to people, local brands have entered the market and increased the competition in this field. This has created a need to now the companys distribution strategy and to find out the retailers opinion regarding the credit facility, packaging inventory issues etc. to make changes in distribution policies and product. A well defined problem is half solved. Fictional operation of Tata Tea Packet Tea Operation (PTO) Buying, blending and packing operation. 11 packaging facilities. Several leading brands in various regions. 57% growth in sales volumes over the last 5 years Indian Packet tea market comprises of Premium, Popular and Economy categories. The Brands Tata Tea and Agni are the market leaders in their segment. Tata Tea sells 90% of its teas in the packet form & 10% in loose or bulk form in India.
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One of the largest distribution networks in the country - consisting of 42 C&F agents, 2,500 stockiest and 350,000 outlets in 2,723 cities and towns in India. Instant Tea Operation - 100% EOU (ITO) The formal coming together of two large business houses namely the Tatas and James Finlay PLC in early 1960 lead to the formation of a fledging company named Tata Finlay Limited. Tata Finlay Ltd, the company incorporated in 1962 envisaged the setting up of two business operations which today are identified as the Packet Tea Division at Shimoga and the Instant Tea Operation at Munnar. James Finlay Ltd had with them the know how for the manufacture of Instant Tea powder - the fully soluble solids of Tea - which was the new and fast growing product in a resurgent American market. Commissioned in 1964 the Instant Tea factory today has a rated capacity to manufacture around 4.5 mn lbs per annum (2 mn kgs). From a small but steady beginning our factory today is the largest Instant Tea manufacturing factory outside USA. Instant Tea Operation is a 100% EOU and an ISO 9002 accredited division located in Munnar, South India and is where Tata Tea owns 24,000 acres of Tea Estates. Fresh Green leaves of the plant Camellia Sinensis being one of the main raw material for this plant, is available throughout the year in abundance. This unique process of extraction from leaves of the plant Camellia Sinensis developed in-house after extensive research gives the product a unique tasting profile, which is the USP of our product. The equipment used for the manufacture of Instant Tea powder are state of the art and have been constantly been upgraded. From a manual operation in the 1960's and 70's, a high level of automation has been achieved today.
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Instant Tea is manufactured to international standards laid down by customers in the most developed countries of the world. Instant Tea Operation caters to customer specific product and is used for light density 100% Teas, Iced Tea Mixes and in the preparation of Ready to Drink (RTD) beverages. Instant Tea powder from this plant is packed in bulk packages of 20/25/35 kg each. The Instant Tea powder is exported mainly to the USA as also to Switzerland, Austria, Germany, Italy, Taiwan, Singapore, Japan and Australia. The entire exports to USA are sent to Tata Tea Inc, a 100% subsidiary of Tata Tea Limited. It is estimated that the worldwide production of Instant Tea powder is approximately 25 m lbs (11.34 m kgs) and the main factories manufacturing Instant Tea powder are in USA, India, Kenya, Sri Lanka, Chile and China and these are owned by large MNC's viz. Tata Tea, Nestle, Liptons, James Finlay etc. Global Business Division (GBD) Tata Tea Limited along with its subsidiary companies has a significant presence in over 35 countries worldwide. It owns 51 tea estates in India and produces over 60 million Kg of black tea. Our commitment to quality, right from the tea bush to the cup, has made Tata Tea one of the largest selling brands in India, which is the largest black tea market in the world. Everyday over 64 million cups of Tata Tea teas brightens up the day for its consumers. Our core competency is that we understand the needs and tastes of tea drinkers worldwide and consistently deliver value to our consumers. Everyday we reach out to more and more customers across the globe. The Global Business Division in has three main lines of business, Branded Tea, Bulk Tea, and Spices.
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Research and development Some Important Contributions Research and Development at Tata Tea covers the entire gamut of tea operations from cultivation to manufacture and also the packaging operations. The comprehensiveness of the R&D programme gives the company confidence to technologically brace itself for developing critical capabilities, and meeting global challenges head on. As an international business player, it is this adoption of techniques that allows Tata Tea, to not just gain cost competitiveness but also, enhance the overall quality of its operations. With full fledged Research and Development Centers manned by a truly dedicated team of scientists, at Munnar in Kerala and Teok in Assam and a product development laboratory at Shimoga Optimization of pruning cycle Streamlining of nursery practices Integrated shear harvesting Mechanical grafting Mechanical pruning Technique of grafting Rationalization of fertilizer application Programmed plucking Rejuvenation Pruning and inter-planting Sprinkler Irrigation Irrigation based on soil moisture deficit method Pump drainage Special agronomy and management packages for low yielding estates Production Agronomy Trials New schedule for Blister Blight New schedule for weed control
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Micro propagation of tea, coffee, cardamom, E.grandis, A.chinensis Production of Tricoderma for pepper wilt Multi residue method for pesticides Package of Agronomic practices for E.grandis Mechanical felling of fuel trees Mechanical weeding in energy plantations Waste heat recovery units Process controls Nitrogen / Vacuum Flushing Services Training programmers Soil analysis Analysis of tea samples for standards / quality Analysis of agro-chemicals for purity Monitoring of cultural practices at estate level Field / sectional analysis Nutrients usage audits Quality Control "The Tata Tea Quality Group is driven by the mission of the company which is to provide our customers with the type of Tea Desire of consistent quality and high standard." Brands Indian marketplace and it is the responsibility of this department to ensure that the requirements across all parameters for Tea Quality, Packaging Materials and Shop floor processes are met.
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Tea Sourcing Teas for our various brands are sourced primarily from our own estates spread across Assam, Dooars, Kerala and Tamilnadu. All surplus requirements are met through the Auction canters located at Guwahati, Calcutta, Siliguri, Cochin, Conoor and Coimbatore. Tea Blending Tata Tea has an experienced and skilled team of more than 15 Tea Tasters and Blenders spread across the various operational locations of North and South India, who are calibrated to the specific requirements of Tea Tasting to deliver consistent quality of tea as per the standards laid down for each Brand of tea and which are tailor-made to the specific requirements of each target market. Tea Picketing Units The Quality Group's activities are not only restricted to Tea Tasting and Blending but also extend to the areas of Quality compliance in the field of Packaging Materials against laid down standards and also to carry out intensive shop floor checks and controls to ensure that Regulatory and Production parameters and strictly adhered to. There are a total of 5 wholly owned Packeting units and 6 Third Party units where a team of Quality Group Personnel are located to monitor and oversee laid down Quality standards. Customer Complaint Management System A time bound system is in place to ensure that regular feedback on quality deliveries is encouraged by interacting with our valued Customers. All customer complaints are studied, analyzed, complaints Docketed, a detailed root cause analysis done after which the complaint is closed. This ensures that
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our customers remain loyal and all their complaints are addressed and acted upon. Bench Marking In order to maintain product superiority Vis a Vis competition, regular Benchmark tasting of competitive Brands is carried out by the General Manager, Quality Group. Development of New Blend Formulations The Q-Group works closely with the Marketing team to design and develop new blends for emerging markets. BRANDS OF TATA TEA: Packet Tea Agni Temptation Chakra Gold Tata Tea Premium Kanan Devan Gemini Tata Tea Gold Tata Tea Temptation Tata Tea is now offering consumers great value with the launch of Tata Tea Temptation a premium, orthodox leaf tea. Temptation will offer tea connoisseurs a Rare Flavour of Assam Leaf that delivers a unique taste and aroma. Tata Tea Temptation is the first among many new products to come from Tata Tea Limited and can be attributed to the companys sharply focused
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philosophy - "the customer is sovereign". The companys philosophy is best summed up by Mr. P. Siganporia, Dy. M. D. Tata Tea Ltd., The customer defines what they want, and we refine it. Keeping in line with this commitment towards consumers, Tata Tea has always strived to give its consumers the tea they desire. Further, in keeping with this philosophy, the Company also studies indepth the preferences of people in different regions and introduces new blends to satisfy varied regional tastes. For example, Tata Tea Premium, which introduced polypacks into the tea industry and promised the benefits of Asli Taazgi (using it plucked, packed and sealed in the garden story); today holds the distinction of being the largest selling packet tea in India. It also is the largest brand from the stable of Tata Tea Ltd. Tata Tea Temptation is a superior blend of finest orthodox teas from select gardens in Assam. This process retains the leaves unique balance of taste and aroma. The company is convinced that Tata Tea Temptation will fulfill the discerning consumers search for a tea that offers this perfect balance in their choice of brand. Agni Agni was launched in the economy segment of the packet tea market and within a few months of launch overtook the market leader, to become the undisputed no.1 brand in this segment. To meet the expectations of the economy segment consumers who wanted a strong cup of tea, Agni was positioned as "Josh se bhari, Daam mein khari; Asli kadak chai" (full of strength at an unbeatable price, the real strong tea). All the packaging elements were accordingly designed to reinforce the positioning of strength, namely; the brand name Agni, the pack colour RED, the mnemonic of the tea leaves bursting into flames. Agni was launched in Leaf form (in North, East and West India) as well as Dust form (South India and Maharashtra).
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The brand positioning of Agni was epitomized through Sridevi, the actress, as the brand ambassador. The Agni woman, as potrayed by Sridevi, was of one who wanted only the best for her family and one who was in command of her life. The association between Agni & Sridevi is so strong that even today, amongst many consumers; the 2 names are synonymous with each other. The Launch advertisement campaign for Agni was unleashed amidst a high impact media blitzkrieg in Dec 1998. The impactful TV commercial (TVC), backed with extensive press releases & roadshows created tremendous awareness. These were extensively supported with below the line activities & the brand became a runaway success overnight. The impact of this launch was so high that the TVC not only registered the highest awareness levels among consumers, it also ranked as the most liked commercial of the tea category. Agni was Tata Tea Limited's (TTL's) largest national brand launch, after the successful launch of Tata Tea, the flagship brand, in the 1980's. Today Agni is the 2nd largest brand in TTL's portfolio in volume terms, with an All India Market share of 3.4%. Chakra Gold -- Golden Taste Chakra Gold Tea is a blend of high quality Assam CTC Dust teas. Chakra Gold is a strong No 2. Brand in the high quality & high priced Premium Dust tea Market of South India. Consumer promotions have been an important part of the Brand communication. The promos of Chakra Gold were unique. Starting from the School timetable promo to Golden future promo etc. the brand was promoted through many innovative activities geared towards bringing in more and more trials and visibility and loyal customers. Chakra Gold is available to household consumers in a sleek, trendy and extremely attractive, international Guill packaging.
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We, at Tata Tea, assure our Chakra Gold consumers the superior quality tea blend at a price comparable with competing brands. Tata Tea Premium The Promise of freshness Tata Tea, The flagship brand of our company, was launched in 1987. The brand promises a cup of tea that gives 'asli taazgi' (real freshness) to the consumer. Tata Tea used tealeaves picked from our own gardens, packed then and there at the gardens, thus sealing in the real freshness of the gardens. The 'bagano ki taazgi' (garden freshness) proposition appealed greatly to our consumers and made our brand a huge success. Tata Tea still maintains and delivers on its promise of bringing a refreshing cup of tea to the consumer, from the choicest tealeaves. Freshness in a New Pack In 1999 Tata Tea changed its pack to make it more youthful and vibrant and launched the green polypack that it is currently available in. Tata Tea is sold in both the leaf and dust variants. The dust variant is sold in red polypacks in some regions. It is retailed in 1 kg jars, 500 and 250 gm jars/polypacks, 100gm, 50gm, 25gm and 1 Re polypacks. Kanan Devan. The Kanan Devan Tea story begins in the late 19th century when the first European settlers came to the Kanan Devan Hills in the state of Travancore. Braving an inhospitable terrain the early planters started cultivating Tea bushes in the fertile forestland of the Western Ghats. The tea they produced was exported to Europe and other countries throughout the world. By 1896 a society was formed among the 26 small holdings called the Kanan Devan Hills Produce Company. While a major portion of the produce
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was exported, in 1916 the surplus Tea from the Kanan Devan hills started being distributed in South and Central India through the Local Tea Sales Department. A network of dealers was set up to distribute the tea; a major portion of this network is still intact in Kerala and other states. The Finlay & Muir Company held control over most of estates till 1964 when James Finlay entered into collaboration with the Tatas for setting up an instant tea Factory in the Kanan Devan hills. In 1976 The Tatas took over the tea production and marketing operations of James Finlay and a new company Tata Finlay Ltd. was born. Today 23 estates form the home of Kanan Devan Tea - a heritage brand of Tata Tea. Specifically sourced from the Kanan Devan Hills, Kanan Devan tea is characterized by its unique taste preferred throughout South India. It is also Perhaps India's only single source Tea much akin to fine single malt - The Kanan Devan USP. Today the brand is a leader in its own right throughout South India selling about 7 million Kgs of Tea. Kanan Devan's Market Share in the south zone is 9.8% (source ORG MARG Retail Audit May 2001) and the brand sells in Kerala, Karnataka, Tamil Nadu and Goa. Gemini The brand Gemini is a dust tea, sold in the states of Andhra Pradesh, Madhya Pradesh, Chattisgarh, Tamil Nadu and Karnataka. However the focus of this brand is to be a strong regional player in the state of Andhra Pradesh. This brand has a high component of Assam tea, which lends to its unique strength, taste and color. Gemini is the market leader in its price segment and has been re-staged twice since 1996. The brand has been successfully positioned as "a strong tea for strong family relations". The brand caters to a wide spectrum of consumers in the Socio Economic Category of ABCDE, primarily women in the age group of 25+.
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The brand in its major relaunch effort in 1996 changed the packaging format to carton packs for the 500g and 250g pack offerings. In 1997 the brand also introduced small pack sizes. The pack design and packaging underwent a radical change to a more contemporary design yet maintaining the brands visual elements that, the brand's consumers, relate to in a very strong manner. The brand caters to a wide spectrum of discerning consumers and presently the brand has started to go away from soft packs using Aluminum foil to a variety of laminates. The 1 Kg pack today is packed in Standee packs with a zipper lock so as to ensure protection of the tea from external odors and moisture, yet allowing the user to use the contents as and when required. The soft packs are now packed in international standard laminates and are available in the 100gpack size and sales contribute significantly to Gemini's kitty. TATA TEA GOLD September2003 has heralded the launch of Tata Tea GOLD, a tea that has aroma coupled with a refreshing taste. The product, introduced as an upgrade variant of Tata Tea brand, has a blend of 85% CTC and 15% long leaf tea. This is a blend of tea, which is visually unique, and a superior taste. - An innovation in the tea market. The blend has been arrived at after extensive research and feedback from the customers. Customer feedback suggested that aroma in tea, is always a strong indicator of great tasting tea. Though there are brands that have long leaves in CTC tea, (Red Label and Godrej), that exists at claim level only and the teas are not different, visually or taste-wise. Eight blends were tested with consumers and the blend selected has been the 85% CTC and 15% long leaf blend that has been named Tata Tea GOLD.
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Maintaining the trend of being an innovator in packaging, Tata Tea GOLD, launched in 250 gm and 500 gm packs uses a standi-pack format. Apart from being visually appealing on store shelves, the pouch, made of thicker polyester laminate, ensures that the aroma is retained in the pack. The offering is priced only slightly higher than the Tata Tea brand: at Rs.45 for 250 grams and Rs.90 for 500 grams, making it competitive and attractive for customers. Tata Tea GOLD has already been launched in the West, the East and in the North and in the next phase, South India will be covered. The launch has been aided by attractive Point of Sales material. Television commercial is on air on national media from 16th October. The commercial has been designed keeping in mind the brand personality and has "Na kahonge toh pachtaonge" as its sign-off line. With the trade and the customers upbeat about the brand, lets hope the Tata Tea GOLD brand, takes the same path of grand success as its mother brad Main competitors of Tata Tea ltd: Brook bond Lipton India ltd Hindustan leaver limited Duncan Kasturi And other local brands
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Chapter 3 REVIEW OF LITERATURE Literature review concept Literature review purpose Literature review methodology Literature review benefits
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Review of Literature This chapter deals with various theoretical backgrounds necessary to carry out this project. Every study or project needs some amount of theoretical background and existing published literature is one of the major sources for that. For this project different kind of literature review has been done. Several books, papers are available and Internet is also a useful way to get the important points regarding the subject. Fallowing are some of the different source of literature used in the project. Sales and distribution (books) Literally many books are available in the market but the book that helped me to get the base line is logistic management by Donald j.browersox and David j. Closs also gave valuable input. Research papers A number of studies regarding sales and distribution have been carried out in India and abroad, which gave me valuable information. World Wide Web The internet more particularly, which I used to gather information regarding current scenario in the world in fact, browsing the net helped a great deal to understand every day or day to day issue. Purpose Literature review is one of the prime parts of every project. The vary basic purpose of the literature review is to gain insight on the theoretical backround of the research problem. It helps the researcher to gain strong
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Theoretical basis of the problem under study and also help to explore whether any one has done research on the related issue. Thats why literature review helps one to find out the path of problem solving In this regards the very basic purpose of the literature review in this dissertation is same as mentioned. Methodology For simplicity and proper understanding of the subject, the literature review has been divided into following parts.
Basic introduction and different approaches to sales and distribution system. Identifying the key elements and drivers of sales and distribution and their importance. Understand the different assumption necessary for present distribution system.
Benefits The major benefits of literature review are:

It helps to identify the key variable of the distribution network. It gave a strong theoretical background of the subject. It produced a macro view of different work in distribution field.
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Chapter 4 RESEARCH METHODOLOGY Type of research Sampling technique Sample size Sample description Instrumentation techniques Actual collection of data Other software used for analysis
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Research Methodology The research design is the overall pattern and framework of this project that stipulates what information is to be from which source and by what procedure; a through research has been carried out by several techniques. Fieldwork has been undertaken to generate the primary source. The questionnaire was absolutely structured in the nature and includes multiple choice and open-ended question for the retailer to get the response. Type of research: A combination of descriptive and exploratory research was undertaken to study market for Tata tea limited from retailer/distributors profile using secondary data and survey research. Sampling technique: Random sampling method is used keeping in view the distribution activity Sample size: For the purpose of this study 50 retailers were selected from different areas in Shimoga city. Sample description. The information is generated from distributor under, Tunga Rice Mill Compound B.H.Road Shimoga -1 and the retailers were randomly selected from the areas in Shimoga city. Instrumentation techniques:
36
In this study a structured questionnaire are used to collect primary data. The sources of secondary data are books, journals, company records, products brochures and websites. . Actual collection of data: Personal unstructured interview method was used to collect the data from C&F agent and distributor /stockiest. Structured questionnaire was used to collect the dada from the retailer of Shimoga
Other software used for analysis:
Apart from all the other sources some software were also used for analyzing the data. Microsoft word and Microsoft excel were used for data analysis. Ms word was used for typing all the necessary information and ms excel was used for preparing graphs.
37
Chapter 5
Data Analysis and Interpretation
38
ANALYSIS AND INFERENCES Table 1: Showing the fastest moving brand Brands Kannan devan Tata Tea Premium Red Label Taj Mahal Taaza Lipton Loose/local No. of respondents 17 3 16 5 3 2 4 50 Percentage 34 6 32 10 6 4 8 100
32% of the retail outlets are having fastest moving brand of Red Label, 34% of them are having Kannan Devan as fastest moving brand, 10% are having Taj Mahal as fasting moving and TATA tea premium and loose/local are moving fast in 6%. The table clearly highlights that Tata Tea and Red label are the fastest moving brands in their outlets. This may be because of customers demand or retailers personal effort or company efforts etc., Because of the taste, price packaging, quality etc. It may lead the customer to demand the brand.
39
Graph showing Fastest Moving Brand
4% 6% 1 0%
8% 34%
6% 32% Kannan devan Tata Tea P remium Red Label Taj M ahal Taaza Lipton Loose/local
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Table No.2: Showing sources of purchase of retailers Response From Wholesalers From Distributor Directly from company Others No. of Retailers 10 40 0 0 50 Percentage 20 80 0 0 100
80% of the retail outlets are purchasing the tea products from stockiest/distributor and 20% of retailers are purchasing tea products from wholesalers. Retailers get their product from distributor mainly due to the wide coverage of the distributors and his quickness in delivery, which cant be seen in the company distribution system. Also the distributor being a local man, known the problem of the retailers and hence is somewhat flexible in his business policies when compared to company polices. Retailers also get their products from wholesaler also. It is so because there are certain areas where the distribution doesnt supply. That forces the retailers in that are to get the products from the wholesaler.
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Graph showing sources of purchase of retailers
Directly Others from company 0%
From Wholesalers 20%
From Distributor 80%
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Table No. 3: Showing credit facility given by TATA distributor Retailers Response Yes No No. Of Retailers 50 0 50 Percentage 100 0 100
As the day of credit is seen everywhere, it is also observed in this industry also. Every respondent cites that he gets credit facility from distributor. Due to hyper competition in the market credit facility is been given more importance. Graph showing credit facility
Percentage
0%
Yes No
100%
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Table No.4: Showing the duration of present credit period allowed by TATA distributor. Days 1 to 7 7 to 15 15 to 30 30 to 45 45 to 60 60 & Above No. Of respondents 25 15 5 5 0 0 50 Percentage 50 30 10 10 0 0 100
From the above table 50% of retail outlets are taking credit facility for the period of 1 to 7 days and 30% of retailers outlets are taking credit facility for the period of 7-15 days and 10% retail out lets are taking credit facility of 15-30 days. The credit period differs from one retailer to other based upon his volume of transaction. There are also chances of distributors extending the credit period based on his personal relationship with the distributor.
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Graph Showing the duration of present credit period allowed by TATA distributor.
1 to 30 5 1 0%
30 to 45 1 0%
45 to 60 0% 60 & Above 0%
1to 7 50% 7 to 1 5 30%
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Table No.5: Showing satisfaction of credit period allowed by TATA distributor. Retailers Response Yes No No. Of respondents 45 5 50 Percentage 90 10 100
From the above table 90 % of the retail outlets are satisfied with the credit period allowed to them and 10% are still require more credit facility. Although majorities of the respondents are satisfied with the current credits policy, some of them are still unhappy. As the market today is not performing well, there are chances that the retailers may require more credit duration or part payment and as the retailers are demanded credit by their customers, then it s natural for retailers to expect more credit duration. Graph Satisfaction of the Credit Period
45
45 40 35 30 25 20 1 5 1 0 5 0 Yes No 5
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Table No. 6 Satisfaction of the respondents to replacement of damages in packaging.
Retailers Yes No
No. of Retailers 50 0 50
Percentage 100 0 100
100% retail outlets are happy with respect to damage in packaging. Its food to learn that the distributor takes back the damaged packs. As there is a hyper competition in this industry the distributors have to do all these things. Or else it will be difficult for him to put his product on shelves.
No 0%
Yes 1 00%
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Table No. 7 showing the TATA distributor functions carries. Functions Motivate you to sell Deliver goods timely Will act as link between company and retailers Give information Collect dues Get orders 15 10 5 50 30 20 10 100 No. Of Respondents 8 2 10 Percentage 16 4 20
It is clear that 100% of the respondents completely agree that the distributors mainly get the orders and collect the due. Where as 4% of the respondents felt that they deliver the goods timely and 30% of them felt that they give the information and make them updated. This clearly means that there is a tough competition in the market and hence the distributors believe that the survival of fittest is going to happen. Or this they are equipping their retailers look for all possible options. This is why they provide the latest information to the retailers and make them updated. This is because, when a customer is in front of the retailer, he has to let know the customer, whatever he asks about. The distributors, who are generally motivated by the company. Motivate the retailers and hence make the products to get pushed off. Delivery in time is order of the day and hence more weight age is given to it. If the delivery is not made in time there are chances of losing a precious customer. And getting order and collection of dues has become a basic function of the distributor now a day.
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Graph showing the TATA distributor functions carries.
10%
16% 4%
20%
Motivate you to sell Deliver goods timely Will act as link betw een company and retailers Give information Collect dues 30% Get orders 20%
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Table No. 8 Showing relationship of TATA distributor with retailer. Relationship Very Friendly Moderately Friendly Slightly Friendly Neither Friendly nor unfriendly Slightly Unfriendly Moderately Unfriendly Very Unfriendly No. Of Respondents 5 30 10 5 0 0 0 50 Percentage 10 60 20 10 0 0 0 100
As 100% of the Retailers have stated that the relationship with the distributor is moderately friendly, it can be said that its a healthy sign for a company. As hyper competition can be seen everywhere having a good relationship with the retailers also plays an important role. distributor has played his role very effectively. Hence the
50
Table No. 9 Showing the Satisfaction of retailers to delivery system of TATA tea distributor.
Retail Response Yes No Total
No. Of Retailers 49 1 50
Percentage 98 2 100
Almost all the retailers are satisfied with the distribution system of Tata Tea. Only 2% of the respondents are not satisfied. Probably it may be because of the frequency of supply is not up to the mark or the retailer is located some where, where it takes time to deliver the goods and this may lead to dissatisfaction.
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Table No.10 Showing the number of customer asks for particular brand. Retailers Response Yes No Total No. Of Retailers 45 5 50 Percentage 90 10 100
Customer asks for particular brand of tea because of their loyalty towards that brand or the price factor taste factor etc may be the thing, which makes them to have it. Graph showing the number of customer asks for particular brand
Percentage
10%
Yes No
90%
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Table No.11 Showing the retailers recommending TATA tea to customer. Retailers Response Yes No Total No. Of Retailers 43 7 50 Percentage 86 14 100
Out of total, 86% retailers are recommending TATA Tea to customers and 14% retailers say that they are not recommending TATA Tea to customers. Majorities of the retailers have stated that they would like to push TATA Tea when a customer doesnt come with a request of particular brand. It may be because of the monetary benefits that he receives or his perception towards company may be good. Graph Showing the retailers recommending TATA tea to customer.
86%
90% 80% 70% 60% 50% 40% 30% 20% 1 0% 0% Yes No.
14%
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Table No.12 Showing reasons recommending TATA Tea to customers. Retailers Response Margin Credit Facility Quality Frequency of supply Brand name Price Taste No. Of Retailers 10 7 20 3 3 2 5 50 Percentage 20 14 40 6 6 4 10 100
Majority of the retailers stated that they push the goods because of the taste of the product. It may be perception of the retailers that the product tastes good and hence he pushes that product, or else the surrounding area may prefer TATA Tea because of its taste and hence, although the retailers may dislike the product, he pushes the product. If the company is giving good enough credit facility them there are chances of retailer showing interest in the product. It is so because they too have to offer credit to their customers.
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Graph: Reasons to Recommend TATA Tea
20 18 16 14 12 10 8 6 4 2 0 Margin Credit Facility 10 7
20
5 3 3 2
Quality
Frequency Brand name of supply
Price
Taste
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Table 13 Showing the number of retailers asking facility to increase the sales of TATA tea. Retailers Response Yes No Total No. Of Retailers 41 9 50 Percentage 82 18 100
82% retailers say that they need facility to increase sales and 18% retailers say that they dont need any facility to increase sales. As the number of retailers is increasing in the city day by day, a cutthroat competition exists. This makes the retailer to feel that the company has to provide some facilities due to which the increase of sales is possible. Graph: Facilities Needed
18%
Yes No
82%
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Table No.14 Showing the type of facility needed to increase the sales of TATA tea by retailers.
Retailers Response Point of purchase Display space Regular distribution Scheme Margin Credit Discount Banners
No. Of Retailers 10 30 2 2 3 1 1 1 50
Percentage 20 60 4 4 6 2 2 2 100
The retailer feels that preference has to be given for display. Because this is the single most important factor which converts the confused customer or unaware customer to a regular customer. Apart from that to advertise the products in their outlet, require pop and banners.
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Graph Showing the type of facility needed to increase the sales of TATA tea by retailers.
30
30
25
20
15 10
10
3 1 Margin Credit 1 Discount 1 Banners
0 Point of purchase Display space Regular distribution Scheme
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Table No. 15 Showing the number of retailers requesting regional promotional activities to increase sales of TATA Tea.
Retailers Response Yes No
No. Of Retailers 39 11
Percentage 78 22
78% retailers say that they need regional promotion to activity to push the product and 22% retailers need not require regional promotional activity. Majority of the retailers felt that they require regional promotional activities. As recession in the market is seen every where, retailers feel that advertisement is be done in order to survive and hence its natural for a retailers to feel that the company has to be something to promote the goods.
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Table No. 16 Showing the type of promotion activities needed by retailers to push sales of TATA Tea. Retailers Response Advertisement Display Banners Campaign No. Of Retailers 35 10 3 2 Percentage 70 20 6 4
As advertising is more effective way of creating awareness to customers 70% of retailers are stated they need advertisement. The advertisement in television is best according to them. Apart from that they require banners and display space as it attracts the confused customer as mentioned earlier. Graph : Promotional Activities Required
Banners 6% Display 20%
Campaign 4%
Advertisement 70%
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Table No.17 Showing the performance rating of TATA Tea by retailers. Retailers Response Strongly Satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Strongly dissatisfied No. Of Retailers 0 47 3 0 0 50 Percentage 0 94 6 0 0 100
47 of the respondent are satisfied with the distribution system of TATA Tea, which is a healthy sign for the company. But still one has to look out as why their retailers are not strongly satisfied. If may be because of some sort of being late while delivering or may be due to the damages in the packages etc.
0% 0% 6% 0%
94% Strongly Satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Strongly dissatisfied
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Chapter 6 Suggestion and Conclusion
Suggestion Swot analysis

Conclusion
62
SUGGESTION AND CONCLUSION
SUGGESTIONS
Replacement of damaged and expired products should be done on time, which will improve the after sales services.
TTL should increase the RD price and offer trade discount to overcome the problem of profit margin.
For each brand there should be different sales representative and they should be allotted different stockiest areas.
Extra credit period should be given to retailers to indulge deep into the market.
The regular supply to the outlets and that too on time is the most value adding aspect.
There should be proper surreys to know the problems and demand of the distributor, retailers and the customer. And they should know that become of them the changes are made.
TTL is having only 10 distributors and its main competitor HHL is having all most 20 distributors and covering the market in better way, which is also a very reasonable point to think.
The TTL products should be available at all the possible outlets for the convenience of the customers and if the retailer dose not have the brand wanted by the customer, retailers can recommended TTL products.
Example: Pepsi is the biggest example of the coverage and the distributing system, it may happen that in certain places you do not find other cold beverages like Thumsup, Coke etc.but Pepsi is readily available everywhere so
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the customer are not left with any options, thus increasing the sales of Pepsi. In such a tuff competition what they did that they made the product available everywhere.
Various promotional schemes and offers should be provided to the distributors, retailers and also to the customers to make them interested in the company. These days they are interested in getting the offers, which are money related instead of gift items.
High brand awareness, new active outlets, search for new customers, schemes with force, sales promotion active, advertising, motivating distributors, retailers and customers, effective distribution system, are the solution to most of the problem it depends how effectively you perform these activities.
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SWOT ANALYSIS OF THE DISTRIBUTION NETWORK OF TATA TEA LIMITED STRENGTH

Most experienced player in the Tea industry. High brand image and good will. A great reputation for fairness in dealings. A workforce dedicated to work and good organization culture. Commands a good control over the stockiest.
WEAKNESS Loosing a huge market share because of poor after sale service. Lacks aggressive sales network, leading to suspect companys ability to with stand increasing competition in the packet tea segment.

Lacks visibility in the market. Loosing the brand image of some brand like Kanan Devan. Not able to place of all brands of packet tea. Only the leading brands like Kanan Devan and TataTea Premium are being placed in all the retail outlets, but other brands like Tetley and Chakra Gold are not being aggressively pushed.
OPPORTUNITY
Tata Tea has huge opportunity to grab the market share of HLL in Shimoga city. Increase the visibility and availability in the market by taking up aggressive promotional activities.
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The company is not able supply the required quantity of products on the right time. It proves that there is an opportunity to increase its sales.
THREATS

Aggressive marketing strategies by the competition. Loosing its market share and brand image, if after sale services (taking back of expiry and damage goods) is not improved.
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CONCLUSION
In the present scenario distribution activity is not up to the mark. That results in the reduction of the market shares. Today delivery of goods on time, replacement of damages is the two aspects in the distribution system. Credit is also an important aspect for every distributor. Novelty in this field may help the company to increase the market shares. The main competitors of the branded products are the local products. Using the regional promotional activities and creating high awareness can create stumbling blocks for the local products.
The main problem with TTL lies in the fact that the after sales service is not up to the mark and this is the only thing where other leading brands are taking care of it.
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ANNEXURE
Questionnaire Bibliography
68
Questionnaire Dear sir/madam, I am Pallavi D.L, Final year BBM Dr.Ambedkar BBM College, Shimoga. I am doing a project on Various Tata Tea brands in Shimoga city. This will improve your relationship with the company. Please spare some minutes to provide little information. I assure that the information will be kept confidential. Pallavi D.L
1. Name:. 2. Address:. 3. Monthly turnover: 4. Which are the packet tea brands that you sell? Kannan Devan TATA TEA Premium Taaza. A- 1. Temptation. Month? Brand name Avg. monthly sales Red Label AVT Supreme Agni. Chakra Gold. Tetley. 3 Roses.
TATA TEA Gold. Taj Mahal.
5. Which Are The Top 5 Selling Brands And Their Average Sales Per
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6. If Tata Tea Ltd Products Not Sold, Why? No Proper Supply No After Sales Service 7. If Sold, Bought From: Stockiest [ ] Wholesalers [ ] [ ] Directly from the company [ ] [ ] No Consumer Demand [ ] Low Margin (% Expected) [ ]
8. You Sell TTL Products Because (List Top Three): Consumer Demand Good Quality [ ] [ ]
Pressure By Stockiest [ ] More Promos High Margin Brand Image [ ] [ ] [ ]
9. What Factors Are Important For You To Promote A Particular Brand? Brand Image Margin After Sales Service Quality of Product Price Product Range Consumer Demand Advertisement Others [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ] [ ]
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10. Rate the service of TTL and its competitor. Excellent Good [ ] [ ]
Not satisfied [ ] 11. Rate the promotional activity of TTL and its competitor. Excellent Good [ ] [ ]
Not satisfied [ ] 12. Rate The Profit Margin of TTL and Its Competitor. Excellent Good [ ] [ ]
Not satisfied [ ] 13. Rate your satisfaction level of credit facilities given by TTL and its Competitor [ ] Excellent Good [ ] [ ]
Not satisfied [ ] 14. In your opinion did Tata distributor does? Motivate you to sell Deliver good timely Collect due Give information Get order Other [ ] [ ] [ ] [ ] [ ] [ ] [ ]
Will act as a link between company and you
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15. What Are The Factors That Consumers View While Buying A Particular Brand Of Packet Tea? Quality Brand Name Price Consumer Offers Company [ ] [ ] [ ] [ ] [ ]
Others 16. What do feel about the Distribution System of TATA TEA Strongly Satisfied Satisfied Dissatisfied Strongly Dissatisfied 17. Your Overall Rating of TTL Excellent Good [ ] [ ] [ ] [ ] [ ] [ ]
Neither Satisfied nor Dissatisfied [ ]
Not satisfied [ ] 18. In Order To Help Improve Your Business, What Do You Think The Company Should Do? I Thank You Sincerely For Your Valuable Cooperation.
Date: Place Signature
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BIBLIOGRAPHY
1. Donald.S.Tull & Del.T.Hawkins, Marketing research measurement &Method, second edition 1992, McGraw-Hill international edition. 2. Rolph E.Anderson, Joseph F. Hair, Jr.Alan J. Bush, Professional Sales Management, second edition 1992, McGraw-Hill international edition. 3. Donald.R.Lehmann, Russells.winer,Product Management second edition 1997, McGraw-Hill international edition. 4. Richard. K.still, Edward.W.Cundiff, Norman.A.P.GavaniSales Management, 5th Edition, Prentices Hall Of India. 5. Marketing Management List of websites:

By: Philip Kotler.
www.tatatea.com www.google.com www.teatime.com www.teaworld.com
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Tata Tea Brand Analysis and Retailer Survey

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Tata Tea Brand Analysis and Retailer Survey

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ANNEXURE QUESTIONER BIBLIOGRAPHY

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

INTRODUCTION ABOUT TATA TEA

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Objectives of the study:

To study the draw backs in the existing system.

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Chapter - 2 COMPANY PROFILE

Main competitors of Tata tea

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

MANUFACTURER C & F AGENT STOKIEST/ DISTRIBUTOR WHOLESALER RETAILER

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Benefits The major benefits of literature review are:

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Data Analysis and Interpretation

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Graph showing Fastest Moving Brand

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Graph showing sources of purchase of retailers

Directly Others from company 0%

From Wholesalers 20%

From Distributor 80%

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

1to 7 50% 7 to 1 5 30%

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Table No. 6 Satisfaction of the respondents to replacement of damages in packaging.

Percentage 100 0 100

Dr. Ambedkar BBM College, Shimoga

Dr. Ambedkar BBM College, Shimoga

Graph showing the TATA distributor functions carries.

Dr. Ambedkar BBM College, Shimoga