The diversity and ethos of tea consumption in India

Next 25 min….

– Brief on Harrisons SELECT– Brand profile– The Market Outlook– Pricing, Trade Schemes & Sales Incentives– Visibility Plan for SELECT– Sales Kit

Harrisons Select

Harrisons Select – The objective

To cater premium dust consumer in Urban/Semi urban markets with a need of strong &

refreshing tea.

Premium Segment is about 30% Vol of the branded tea marketAnd 45% Value share of branded Tea Mareket.

Harrisons Select in Detail

SKUs: 250gms Poly500gms Poly1000gms Poly

SKUs: 250gms Duplex100gms Duplex

Blend is a mix of 85% of Assam and other finest teas from South.

MRP Rs.2 lesser than Red Label

Benchmarked with Red Label & rated as Better cuppage by Tea Experts.

Harrisons Select Family

– Typical Tea consuming family with adult count of 3-5 members.

– Tea consumption being 6-10 cups a day

– Buys 2 times in month

– More saliency towards 250gms packs due to affordability and convenience

– Indian House Hold Info:• Avg. Indian Family Size: 5.5 members

• Total of 148mn HH with Tea penetration

Harrisons Select - Women

• Demographic Profile– Age: 25 – 45

– Sex : Female – Housewives

– SEC : A,B

Target Psychographic Profile

• Laxmi Venkatakrishnan, is a 32 year old housewife living in Mysore.

• Her husband is a junior officer in a bank

• Has 2 children, both study in Convent schools.

• All her dreams and aspirations are for the success of her husband, a good education for her kids with a chance for them to do well in life.

• She is contemporary in her outlook yet God fearing. Movies, TV Serials, FM radio are her favorite mates.

Very conscious about the value for money in anything she does and is always on the lookout for a ‘quality’ bargain.

Key Markets

Karnataka

Market Stats Karnataka

Branded Tea Total : 13060 Mtns (6%)Urban : 6806 Mtns (52%)Rural : 6254 Mtns (48%)

Highest Selling Brand : Red label

Highest Selling SKU: 250gms duplex.

Leaf In Urban/Semi Urban & Dust in Rural

1.9 Lakh Dealers selling Tea

Per Dealer offtake is 4.2 Kgs per month

Stock Turnover Ratio: 34 days.

• Dust Market– Where: Upcountry Karnataka/3 Key towns– Brand: Harrisons Select/Surya– Lead SKU: Retail: 250g Poly W/S: (Rs5/10) LUP– Price: MRP parity with Kannan Devan– Driver: Co-Promo with Radio/Outdoor – Support: Trade promo

Brand Strategy

• Leaf Market– Where: Bangalore/7 Key Towns– Brand: Harrisons Golden Leaf– Lead SKU: Retail: 250g Carton– Price: MRP parity with Red Label– Driver: Co-Promo with Radio– Support: Trade promo

Brand Strategy

Maharashtra

Market Stats Maharashtra

Branded Tea Total : 37650 Mtns (16%)Urban : 15523 Mtns (41%)Rural : 22127 Mtns (59%)

Highest Selling Brand : BB Red label

Highest Selling SKU: 250gms duplex.

Leaf In Urban/Semi Urban & Dust in Rural

3.6 Lakh Dealers selling Tea

Per Dealer offtake is 7.5 Kgs per month

Stock Turnover Ratio: 52 days.

• Dust Market– Where: Rural Maharashtra– Brand: Surya/Harrisons Select.– Formulation: New blend against Sapat– Lead SKU: Low unit small packs– Price: MRP parity with Sapat– Driver: Outdoor– Support: Trade promo

Brand Strategy

• Leaf Market– Where: Mumbai/Big Towns– Brand: Harrisons Golden Leaf– Lead SKU: 250g Carton– Blend: Equal / Better than Red

Label– Price: MRP at par with Red Label– Driver: Media/Outdoor– Support: Trade promo

Brand Strategy

Tamil Nadu

Market Stats Tamil Nadu

Branded Tea Total : 11030 Mtns (5%)Urban : 6485 Mtns (58%)Rural : 4545 Mtns (42%)

Highest Selling Brand : BB 3 Roses

Highest Selling SKU: 250gms duplex.

Dust in Rural & Urban markets

2.9 Lakh Dealers selling Tea

Per Dealer offtake is 3.4 Kgs per month

Stock Turnover Ratio: 19 days.

• Dust Market– Where: Chennai & Key Towns– Brand: Harrisons Select/Surya.– Formulation: Select blend against 3

Roses– Lead SKU: 250gms Cartons– Price: MRP parity with 3 Roses– Driver: Outdoor/FM– Support: Consumer/Trade promo

Brand Strategy

Kerala

Market Stats Kerala

Branded Tea Total : 7826 Mtns (3%)Urban : 3382 Mtns (43%)Rural : 4444 Mtns (57%)

Highest Selling Brand : AVT

Highest Selling SKU: 250gms Poly.

Dust in Rural & Urban markets

1.0 Lakh Dealers selling Tea

Per Dealer offtake is 5.1 Kgs per month

Stock Turnover Ratio: 31 days.

• Dust Market– Where: Cochin, Trivandrum& key

towns– Brand: Harrisons Select/Surya.– Formulation: Select Blend against Red

label Surya Blend Against AVT Premium

– Lead SKU: 250gms Poly– Price: MRP parity with Competition– Driver: Outdoor/FM– Support: Consumer/Trade promo

Brand Strategy

Price Structure

Price Structure 250gms.

• MRP at Rs. 63 per 250gms Vs 65 of Red Label Poly.

• Trade Margin 12% to Retailer i.e Rs. 7.5 per pack.

• Distributor 7% Including CD. i.e Rs. 3.88 per pack

The Visibility Plan

In shop Merchandising

Posters A3 Sizewith 2 side Gumming

Usage norms: A Class : 3 PostersB Class : 2 PostersC Class : 1 Poster

In shop Merchandising

Counter Top DispenserDisplay Incentive of Rs. 250 Per Month

Selected A Class Outlets.

In shop Merchandising

Danglers A4 sizewith 2 side Printing Eyelid & twine thread for high durability

Usage norms: In A Class 4 DangersIn B Class 3 DanglersIn C Class 1-2 Danglers

In shop Merchandising

Backing Sheet

In shop Merchandising

Bunting 6 * A4 sizeWith one side Printing Twine thread for high durability

Usage norms: Outside Outlets with high visibility & traffic.

In shop Merchandising

Shelf Strip With full Gumming Usage norms: Inside Outlets with high visibility.

Merchandising

Your New Merchandising Kit

• SPECIALLY DESIGNED BAGS FOR THE SALES TEAM

COMPLETE WITH

• Merchandising Kit,

• Product detailer

• Other Personal Belongings

Compnents of Merchandising Bag

• Specially designed folder with details of Product, Scheme etc.

Compnents of Merchandising Bag

• Accessories Kit

Compnents of Merchandising Bag

Star & Arrow for in-shop attraction of our New baby.

Thank You! Wish You ALL THE BEST