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New Product Introduction and Consumer Behavior of Iced Tea in

Kunde

Submitted by Kunal Kapoor

Pranay BhandariShivam Singh Dhanjal

Chitresh JhawarTejas Jaiswal

Hitesh BoharaAnugrah Tibbrewala

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Flow of Presentation Introduction of the product. Pricing of the product. About Kunde. Segment, Target, Position. Process. Questionnaire. Responses. Problems. Conclusion.

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Introduction of the productProduct name - Barfeeli chai

Tag Line - Foorti laye, susti bhagaye, sirf ek glass barfeeli chai.

Flavors – Lemon and Peach

Sizes - 17 gm sachet (one glass) 85 gm sachet (five glasses) 170 gm packet (ten glasses)

Ingredients- Sugar, Instant black tea, Natural flavors, Citric acid, Sucralose, Silicon dioxide.

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Pricing of the productPricing Strategy- Penetration pricing

One glass sachet for Rs 4/-

Five glass sachet for Rs 19/-

Ten glass packet for Rs 36/-

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About Kunde Kunde village is near Vajreshwari hot springs

in the Thane District

Population of less than 5000

It’s a full Maharashtrian village

70 km from Mumbai

Main business- poultry, dairy, mostly service sector.

Panchayat system

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Segment, Target, Position

Segment- 12-45 year old middle and upper class.  Target – Youth and Kids from school and colleges.

Position - Healthy, refreshing, tasty drink that everybody in the family can use on a daily basis substituting chai, Rasna.

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ProcessWe roamed around the village and figured out two places to carry out our

activity. The first one was near a kirana store where we could find a lot of crowd and it was in the center of the village.

On the same day of our visit, the village had a cricket game organized where most of the youth was present and we were bound to choose the ground as our second location. There were more than 150 villagers there of every age and it made our process easy.

The villagers helped us with arranging some ice and we prepared the iced tea in front of them and taught them at the same time the procedure to prepare it.

In 60 ml glasses, we served the crowd that had gathered around us which included mostly children and adult males with hardly three-four women and then asked their responses with regarding to the questionnaire we had brought with them.

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Responses (Sample size= 30)1. How much did you like the taste of iced tea?

1.How much did you like the taste of iced tea?

320%

460%

520%

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2. Would you buy iced tea in place of other refreshments? (eg: Rasna ,

Roohafza, etc.)

YES65%

NO25%

MAYBE10%

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3. Would you like to serve iced tea to your guests?

YES70%

NO25%

MAYBE5%

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4. In what quantity would you be willing to buy iced tea?

1 GLASS 10%

5 GLASS45%

10 GLASS45%

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5. How much are you willing to pay for 1 glass of iced tea?

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6. How often would you like to consume iced tea in a week?

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7. What is the most interesting factor about iced tea according to you?

Taste50%

Fragrance10%

Feel good factor25%

Unique15%

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Difficulties

Not enough women respondents.

Unavailability of ice cubes.

Electricity.

Shops at a distance from residence.

Demand might wear off.

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Conclusion

Can be a HUGE substitute for cold drinks and tea.

Curiosity will make people in large quantities buy the product.

Can be positioned as a luxury and healthy beverage.

May work out to be a fad.

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Thank you.