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Any Case Study

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Submitted By arjunnagrawal
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Waghbakri Company is a family owned tea business amongst conglomerates and mega corporations that tower the International business scenario all over the world. The group is making leading strides in tea exports and ships in bulk and retail consumer packing to countries all over the world. Its outstanding performance is credited to excellence in management and a spirit that results into a quantum jump in annual growth in face of stifling competition and cut throat scenario that dominates the tea industry today.

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Started by Sir Narandas Desai when he set foot in India on Mahatma Gandhi¶s request in year 1892. It began from a small retail shop at Kalupur, Ahmedabad Currently has over 400 professional managers Production is based at Dholka( dist. Ahmedabad) in a spread of 14 acres Worth of the company is 400 crore Over 2 Lac Retail Outlets Over 12 million loyal customers 8 lac packets/day Sales of 25 million kg/year

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Chair an: i Desai

sh h

Vice Chair an: ankaj Desai

Managing Director: Rasesh Desai

arag Desai

aras Desai

Organic Tea Masala Chai Tea Bags WB Perfect

Tea Quik

Wagh Bakri

D¶ling

Mili Tea Bags

Good Morning

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Wagh Bakri has categorized the organic teas, all other form of double and single chamber tea bags, Darjeeling teas and Nilgri teas as ³Specialty Teas´. Adopted various forms of sales promotion to execute their vision for catering to newer generation which traditionally were never their customers. Diversifying further Wagh Bakri Organic Combo Pack has been made available in the market, with recipe booklet, which has helped their customer to understand the teas better.

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A blend which matched value of co-existence and harmony
There is a lot of emphasis on closeness between tea and health in their campaigns Brand legacy of over 100 years is brought to the fore The logo signifies a wagh and a bakri, bringing out the fact that the tea can be enjoyed across classes and sects. Tea is one thing which can be enjoyed uniformly and in fact avoids polarization of society It projects itself as a very customer centric and entrenched brand

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A tradition of consistency A blend which matched value of co-existence and harmony New initiatives for online sales Advertising to be present in the niche mind space of the consumers All campaigns bring the aspect of being unique and different from other teas in terms of Flavour Aroma Procurement Process which is very personal and handpicked oriented Production Process

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Tea Lounge
Wagh Bakri has moved one step forward and entered in the service area of serving all forms of teas from single platform which we have discovered as ³Tea Lounge´. They have opened one tea lounge in Mumbai in November 07 and have received an over whelming response and hence are looking forward to go ahead with this idea on pan India basis.

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Vending operation is also a newer version of having hot tea. There are lots of opportunities and the company desires to cater to this business on pan India basis. They have started the activity of gondola displays, floors stack displays and also used promoters at the select outlets where they can interact with the end customers.

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The brand message is extremely traditional and deep rooted in nature Lack of presence in major cities and primarily tea drinking states like UP, Bihar, Delhi, Jharkhand Insufficient use of new social media and other contemporary formats for marketing The number of tea lounges that they have are very limited and only in select cities like Mumbai. Even Ahmedabad, which is the origin city of the brand does not have Tea Lounge An obscure presence in all the media vehicles

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Not a top of the mind recall brand Foreign operations and exports are not known to most of the TG They have only recently diversified the menu at their Tea Lounges, initially catered only the standard tea ranges Brand Advocates in the form of testimonials and other word of mouth strategies are underutilized

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Positioning of the brand should be more youthful and engaging
It will only garner more loyalty among newer customers

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Brand Promotion

one is to motivate a customer to change and second is appreciating customers choice to continue using the particular product.

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selling portal should have all the enmities required for the online selling portal. This initiative will definitely keep them as frontrunner on global platform and enhancing there exports.

Online Selling Portal

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Since, they will be new entrants in most of the states they have to carve a niche for themselves and cater to it Expansion of their Tea Lounges in all major cities in India Tie up with major export sites and other tea buying sites in the country www.premiumtea.com www.buytea.com

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Heavy use of print media, because beverage category attracts a lot of consumer base through print

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Testimonials and Recommendations from the connoisseurs' in the field of tea tasting
This will reinstate the belief of quality assurance and authenticity of the brand

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Associate themselves with a nation wide social or health (since they state it extensively in their brand message) drive, something like µTATA TEA JAGO RE Campaign¶ Get a known and popular face as a Brand Ambassador, someone who is credible and can motivate people to buy the brand.

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Extensive use of new social media, like Facebook and Twitter Can have a Brand Icon and build engaging and interesting stories around it. In- Film Integration/ TV Serial Integration Product Placement strategy to attract eyeballs Issuance of membership cards, for frequent buyers/bulk buyers, to redeem points for their next purchase

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