A Operation Study on a Tea Plantation Industry
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Transcript of A Operation Study on a Tea Plantation Industry
Mini Project on Devon Tea Plantation
Group 7Praveena Kamath
Preethi SRajitha
Rahul ShettyPruthviraj
Raju MRahul KS
Organisation Overview
• Est. 1946
• 150 Hectors Plantation Field (Large Scale)
• Majority Sales in Karnataka and Few parts of Kerala
• No Distribution – Direct Selling from Facility
• Produce Normal Tea only
• Awarded as Golden leaves of India-2013
Plant Cultivation
Different quality of tea powder
Market Overview
• Market Favouring Tea Consumption – Increasing
• Consumption – Loose and Packaged
• Health Consciousness associated with Tea
• Specialty Tea Growing at 25% in India
Situation Analysis
• Financially Stable
•Competitor- Classic, OLV Tea
•Better working Environment- Benefits
Major Consumption (Segmentation)
•At Home Consumption
•Out of Home Consumption
Pricing offered Quantity Rates
50 Kgs Rs 8000
25 Kgs Rs 4000
10 Kgs Rs 1600
5 Kgs Rs 800
250 Gms Rs 45
Findings
•Pricing- Discounts •Distribution •Labour Shortage •No Different flavours
Marketing Solutions
Phase wise Implementation
•1st Phase – Product Awareness
•2nd Phase – Demand Drivers
1st Phase – Product Awareness
• Pricing Commercial Oriented
• Channels of distribution
• Reach Customers- Store Sales 65% - 70%
2nd Phase - Demand Drivers
• Speciality Tea or Flavoured Tea
• Health and Wellness
• Brand to Customer Loyalty Building
Thank You