A Operation Study on a Tea Plantation Industry
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Transcript of A Operation Study on a Tea Plantation Industry
![Page 1: A Operation Study on a Tea Plantation Industry](https://reader036.fdocuments.in/reader036/viewer/2022062523/58a57cb31a28ab36768b674d/html5/thumbnails/1.jpg)
Mini Project on Devon Tea Plantation
Group 7Praveena Kamath
Preethi SRajitha
Rahul ShettyPruthviraj
Raju MRahul KS
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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
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Plant Cultivation
Different quality of tea powder
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Market Overview
• Market Favouring Tea Consumption – Increasing
• Consumption – Loose and Packaged
• Health Consciousness associated with Tea
• Specialty Tea Growing at 25% in India
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Situation Analysis
• Financially Stable
•Competitor- Classic, OLV Tea
•Better working Environment- Benefits
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Major Consumption (Segmentation)
•At Home Consumption
•Out of Home Consumption
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Pricing offered Quantity Rates
50 Kgs Rs 8000
25 Kgs Rs 4000
10 Kgs Rs 1600
5 Kgs Rs 800
250 Gms Rs 45
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Findings
•Pricing- Discounts •Distribution •Labour Shortage •No Different flavours
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Marketing Solutions
Phase wise Implementation
•1st Phase – Product Awareness
•2nd Phase – Demand Drivers
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1st Phase – Product Awareness
• Pricing Commercial Oriented
• Channels of distribution
• Reach Customers- Store Sales 65% - 70%
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2nd Phase - Demand Drivers
• Speciality Tea or Flavoured Tea
• Health and Wellness
• Brand to Customer Loyalty Building
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Thank You