TATA TEA

CONTENTS

1. INTRODUCTION ABOUT TATA TEA

2. COMPANY PROFILE

3. REVIEW OF LITERATURE

4. RESEARCH METHODOLOGY

5. DATA ANALYSIS AND INTERPRETATION

6. FINDING, SUGGESTION AND CONCLUSION

ANNEXURE

QUESTIONER

BIBLIOGRAPHY

Dr. Ambedkar BBM College, Shimoga 1

List of Tables

Sl.NoTitle of the Table

1 Fastest moving brand

2 Sources of supply

3 Credit facility given by distributor

4 Duration of credit

5 Satisfaction of credit period

6 Satisfaction of respondents replacement of damages in packaging

7 Tata distribution function

8 Relation ship of Tata distributor with retailer

9 Satisfaction of retailers to delivery system of Tata tea distributor

10 Customer asking brands

11 Retailers recommending Tata tea to customers

12 Reasons recommending Tata to customers

13 Number of retailers asking facility to increase the sales of Tata tea

14 Types of facilities needed to increase the sales of Tata tea by retailers

15 Number of retailers requesting regional promotion activity to increase sales

of Tata tea

16 Type of promotional activity needed by retailers

17 Performance rating of Tata tea by retailers


List of graphs

Sl Title of graph

1 Fastest moving brand

2 Credit facility

3 Credit period

4 Satisfaction of credit period

5 Distribution functions

6 Brand name

7 Recommendation of tata tea

8 Reasons for recommending

9 Facilities needed

10 Facilities to increase the sales

11 Promotional activities required


CHAPTER –1

INTRODUCTION ABOUT TATA TEA

Introduction

Tata Tea – Historical Milestones

Objective of study

Scope of study

Limitation of the study


INTRODUCTION ABOUT TATA TEA

Introduction

The first Indian MNC in the global branded tea industry with the vision

of "Challenging for Leadership in Tea around the World".

A Global Tea Major, which along with its subsidiary companies, has a

significant presence in over 35 countries worldwide, making it one of the first

truly Indian Multinational Corporation. The Group's global branded business

amounts to just under Rs. 3,000 crores (USD 620 million). The combined

sales of Tata Tea and its subsidiary. The Tetley Group would in aggregate

represent the second-largest branded tea portfolio in the world.

Tata Tea's operations span the entire value-chain in tea, including

research and development, tea cultivation, manufacture of black and

distribution. It owns 51 tea estates and 1 coffee & cardamom estate in India,

with an area of 26,500 hectares under tea cultivation and produces around 60

million kgs of black tea and 2 million kgs of instant tea annually. It operates 9

modern packaging units across the country.

Tata Tea believes in strengthening its business in existing geographies,

expansion into new geographies and entering new product categories catering

to changing consumer habits. Tata Tea's brands are now found in the Middle

East, West Asia and North Africa (Wana), Kazakhstan, the US and Canada.

Joint Venture Companies have been set up in Bangladesh and Pakistan for

marketing the Tetley brand.

Tata Tea has 6 major brands in the Indian market - Tata Tea, Tetley,

Agni, Kanan Devan, Chakra Gold and Gemini, spanning every price point

from Premium to Economy. The Brand Tata Tea is today the largest in the

country in terms of value market-share. The strength of Tata Tea's brands lies


in delivering consistent blends of impeccable quality to meet consumer

preferences that are meticulously tracked, at prices, which are appropriate with

spending habits and lifestyle needs.

Branded teas contribute 88% of the consolidated turnover of the Group,

with the remaining 12% coming from bulk tea, spices and investment income.

State-of-the-art research and development facilities focus on agronomy,

botany, plant nutrition, tissue culture and biotechnology, irrigation and water

management engineering, new product and process development, energy

conservation and satellite imagery studies.

The Company also makes a significant contribution to social and

community development its tea plantation estates via comprehensive labor

welfare programmers that offer free housing, healthcare and other benefits.

The Company has:

63 general hospitals and 2 large referral hospitals with 1,700 beds and 83

doctors.

280 adult literacy centers, and 173 childcare centers.

110 schools to educate children of estate employees.

Scholarships for children who show merit.

Programmers for physically disadvantaged children.


Vision

“Challenging for leadership in tea around the world”

Challenging

A state of mind throughout the organization, never being satisfied with the

status quo, constantly striving to be better and to do new things, in new

ways.

And a principle by which we manage our brands in the marketplace,

creating relevant differentiation and confidently projecting clear brand

identities.

Leadership

Not just in size, but more importantly in the eyes of our customers and

consumers, through our thoughts, ideas, behavior and achievements.

Through innovation, which will enable us to build stronger relationships

with our existing consumers, reach out to new consumers and keep the

category vibrant.

Mission

“Customer is our universe.”

We will provide our customer with the type of tea they desire of consistent

quality and high standard.

By striving for exception performance and adding value in every field of

our endeavor we aim to meet expectations of all our stakeholders.


Values

We believe that our customers and consumers define the success of our

organization and that they should be top-of-mind in everything that we do.

We believe that our people are at the heart of our organization; and that we

should give them the freedom to achieve, through clarity of direction and

the creation of an informal, barrier-free culture.

We believe in tea and in our products and their role in adding to the well

being of people the world over.

We believe in earning the respect of all those who know us.

We believe in making a positive contribution to the people and

communities our business touches.

We believe that by striving to deliver our vision and by living our values

we shall create more valuable business and hence over the long term

increase returns to our shareholders.

Tata Group Purpose

Our purpose in Tata is to improve the quality of life in India through

leadership in targeted sectors of national economic significance to which

the Group can bring a unique set of capabilities.

Our past success in delivering such purpose provides the basis for our

belief in the future and our role in it. Our Group size and scale will provide

management and financial resources to profitably cater to the emerging

opportunities and to develop globally competitive skills to succeed in this

endeavor.

Our long-term success requires us to considerably focus our portfolio, our

management efforts and our investment priorities so that Group synergy is

brought to bear at the point of delivering value to the customer. The


enormous Group resources: in people and finance needs to be re-

architecture so that the whole is larger than the sum of its individual parts.

Our heritage invokes trust among consumers, employees, shareholders

and the community. This is a precious heritage, unique in India, and will

not only be preserved, but also enriched by formalizing the high standards

of behavior expected from our employees and the companies in the years

to come.

The Tata name is a unique asset representing Leadership with Trust.

Leveraging this asset to unify our companies is the route to long-term

success and delivery of returns to the shareholder in excess of the cost of

capital.

Tata Tea - where it stands today

The target group for Tata Tea cuts across all socio economic classes.

High quality product offering at reasonable prices coupled with an effective

communication strategy with the consumer has won the brand several

thousand loyalists across the country. Little wonder then, that Tata Tea is

today the single largest national tea brand in the country with a market share

of 7% (ORG MARG retail audit). The brand itself has managed to stay

contemporary and relevant through continuous efforts to rejuvenate it. This is

corroborated by the annual 'Brand Equity' study of the 'Most Admired' brands

in the country, which ranks Tata Tea first among all tea brands and 30th.


TATA TEA - Historical Milestones

Pre 1963 James Finlay

1964 Tata Finlay established to develop value added Tea

1976 Tata Finlay takes over tea production and marketing

Operations of James Finlay

1983 James Finlay sell their shareholdings to Tata heralding the

"Dawn of a new Era" - Tata Tea is born

1987 A wholly owned subsidiary, Tata Tea Inc, set up in the u.s.a

1991 Acquisition of 52.5% shareholding in Consolidated Coffee

Ltd (Tata Coffee Ltd.)

1992 Joint Venture in Sri Lanka, Estate Management Services (P)

Ltd. formed.

1993 Joint Venture alliance with Allied Lyons plc - Tata Tetley.

Established

1995-96 65% share Lankan JVC acquires 51% shareholding in

Watawala Plantations Ltd

1996 Sri Lankan JVC acquires 51% shareholding in Watawala

Plantations Ltd.

2000 Tata Tea acquires The Tetley Group Ltd., UK

Objectives of the study:

To know the fast moving brand and the reason for it.

To know the retailers responses to wards the products and polices

Regarding damages, credit of TATA Tea ltd.

To know the performance of distributor.

To study the draw backs in the existing system.


Scope of the study:

The researcher is a student of BBM programme from Shayadri, Arts &

commerce college kuvempu university in order to gain practical knowledge; it

is required to carry out a project work relating to field of specialization. This

study was conducted in the specialization field of marketing.

This study encompasses analysis of distribution strengths and weakness

of TATA TEA and its competitor HHL etc. in Shimoga the TATA has got its

own importance in this field, because of quality, timeliness and prompt in

delivery and well known brand name. Not due to competition in the market

and increasing demand, it is necessary for the organization to strengthen its

sales and distribution activity.

Limitation of the study

The study faced the problem of time constraint as it involved visiting the

exclusive stockiest of the company and retail out let to meet the retailers

which are located at different parts of the city.

All the unites considered for the study fall under Shimoga jurisdiction.

Therefore this restricts the study and prevents generalization.

The study also faced the problem of delay in meeting the concerned person

in the retail outlets and stockiest as the persons were always very busy.

Study is based on the responses from retailers and stockiest.

Accuracy of the findings depends on his authenticity the information

provided by the retailers and stockiest.


Chapter - 2

COMPANY PROFILE

Distribution system

Tata Tea channels

Statement of the problem

Functional operation of Tata tea

Quality policy

Brands of Tata tea

Main competitors of Tata tea


COMPANY PROFILE

Tata Tea Distribution System

In the fast moving consumer goods business, the distribution system is

characterized by two factors:

Brand equity and a wide distribution network. Brand equity is built

over a period of time by technical innovations, consistent high quality,

aggressive advertisement and marketing. Availability of products near the

consumer through a wide distribution network is a crucial factor, as products

are of small value, frequently purchased, daily used items.

Distribution System

The Producers do not sell their goods directly to the final users.

Between them stand a number of intermediaries performing a variety of

functions. These intermediaries constitute a marketing channel called

distribution channel.

Marketing channels are set of interdependent organizations involved in

the process of making a product or service available for use. Marketing channel

decisions are among the most critical decisions facing management .The

channels chosen initially effect all the other marketing decisions. The

companies pricing depends on whether it uses more merchandises or high

quality boutiques. The firm’s sale advertisement decisions depend on how much

training and motivation dealers needed.

A distribution system is a key external recovery, normally it takes years

to build and it is not easily changed .It ranks in importance with key

manufacturing, Research, engineering and field sales personnel and facilities. It


represents a significant corporate commitment to large number of independent

companies whose business is distribution and to the particular markets they

serve .It also represents a commitment to the aspect of policies and practices

that constitute the basis fabric on which is woven an extensive set of long term

relationships.

Intermediaries smooth the flow of goods and services; this procedure is

necessary in order to bridge the discrepancy between the assortment of goods

and services generated by the producers and the assortment demanded by the

consumer. The discrepancy results from the fact that manufacturers typically

produce a large quantity of limited variety of goods


A typical distribution channel of Tata tea is shown


MANUFACTURER

C & F AGENT

STOKIEST/DISTRIBUTOR

WHOLESALER

RETAILER

Tata Tea Channels

C& F Agent (Carrying and Forwarding):-

A C& F Agent operates virtually like a company’s own department and

distribution office .The Company appoints a C& F Agent under a mutually

acceptable agreement .The commission payback to C& F Agent varies from

company to company and usually depend upon the sales turnover of the

company. The commissions can befixed as percentage of sales turnover or a

fixed amount every month irrespective of sales volume. Even this amount is

usually based on the volume of present as well as projected sales.

The functions of C& F Agent are:-

To store the company’s goods safely.

To forecast sales based on previous sales.

To execute orders promptly.

To follow up the documentation. Procedure as per the company’s

instructions.

To dispatch company’s promotional materials.

To pay turn over tax.

The C & F Agent usually bares the transportation charges for

redistribution of the goods. It is a practice of C& F agent that indent should be

signed by sales department officer who is appointed by the company. The

invoice will then be sent along with the goods to stockiest.


Stockiest/ Distributors

Stockiest or accredited wholesalers perform a very important function.

Infect, it is the stockiest who determine the penetrative power of a company in

a market place .The function of stockiest are: -

Maintenance of adequate stocks of the company’s products at all times it

prevents stockiest.

To resell the company’s products among wholesaler and retailer.

To pay total turn over tax promptly.

To provide details regarding sales and the stock held by them at the end of

every month.

To collect the returned goods from retailers and other parties as per

company policies.

The stockiest will dispatch the goods on door delivery basis to the

wholesaler and retailer usually the stockiest bare the transportation charges for

redistribution of the goods .It is practiced in Tata Tea to take security deposit

as blank cheque from the stockiest.

The stockiest commissions 6.25% and in that 6.25% he has to pay the

TOT of 1% and remuneration to sales persons. Some times stockiest get some

bulk to scheme for the company.

Wholesaler

A Wholesaler is one who purchases large quantity of goods from the

stockiest on his own and resells to merchants or retailers rather than to the

ultimate customers.

Retailing

A Retailing consists of those business activities in sale of goods and

services to consumers for their personal, family, or house hold use. It is the

final stage in a channel of distribution, which comprises of the business and


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people involved in the physical movement and transfer of ownership of goods

and services from producer to consumer.

A Distributor plays an important role as an intermediate between

manufacturers, wholesalers, other suppliers and final consumers.

Another distribution function that retailers perform is to communicate

with their costumers and with their manufacturers and suppliers. Customers

are informed about the availability and characteristics of goods and services,

special sales etc. Via ads, personnel and store displays. Manufacturers and

wholesalers are informed about sales forecast, costumer complaints, defective

products etc. from retailers. File a They’re an A. A. Many goods and services

have been modified as a result of feedback to suppliers.

Since the consumer is of utmost importance, the retailer has to keep the

consumers needs in mind when deciding a retailing strategy. Consumers do

not want something to be sold to them; it is enough to merely facilitate a sale.

They want their retail outlets to give them more in terms of service and

convenience. They know what they wish to buy even before they enter a store,

and often, even before they leave the house. So, despite whatever is said about

impulse- purchases, there is actually rare occurances. The large number of

repeated customers in a store implies that customers are driven more by

feelings towards the store than those towards the brand. This presents super-

retailers with an opportunity to built store-brands.

However, supermarkets would do well to start with non-store brands,

build a loyal consumer base through schemes similar to frequent-filer

programmers, and then, launch store-brands. Significantly, since the

expectations of most customers from supermarkets have not crystallized yet,

super-retail can actually drive expectations by developing need based retail

formats.


There were 5.13 million retail outlets in 1996; today it is close to 6

million. Most of them are either grocers or pan-plus stores that stock every

thing from cigarettes to smuggled scotch. But these figures could be

misleading. Just 3 percent of the country’s retail outlets can be called large, 64

percent are small. For functional products like plain- vanilla FMCG’s,

cosmetics, garments, or consumer durables, innovative formats are a must.

Statement of the problem

The research for this study entitled as “A market study on sales and

distribution activities of TATA TEA LIMITED, in Shimoga As the products

and the company are very familiar to people, local brands have entered the

market and increased the competition in this field. This has created a need to

now the company’s distribution strategy and to find out the retailer’s opinion

regarding the credit facility, packaging inventory issues etc. to make changes

in distribution policies and product.

“A well defined problem is half solved.”

Fictional operation of Tata Tea

Packet Tea Operation (PTO)

Buying, blending and packing operation.

11 packaging facilities.

Several leading brands in various regions.

57% growth in sales volumes over the last 5 years

Indian Packet tea market comprises of Premium, Popular and Economy

categories.

The Brands Tata Tea and Agni are the market leaders in their segment.

Tata Tea sells 90% of its teas in the packet form & 10% in loose or bulk

form in India.


One of the largest distribution networks in the country - consisting of 42

C&F agents, 2,500 stockiest and 350,000 outlets in 2,723 cities and towns

in India.

Instant Tea Operation - 100% EOU (ITO)

The formal coming together of two large business houses namely the

Tatas and James Finlay PLC in early 1960 lead to the formation of a fledging

company named Tata Finlay Limited. Tata Finlay Ltd, the company

incorporated in 1962 envisaged the setting up of two business operations

which today are identified as the Packet Tea Division at Shimoga and the

Instant Tea Operation at Munnar. James Finlay Ltd had with them the know

how for the manufacture of Instant Tea powder - the fully soluble solids of

Tea - which was the new and fast growing product in a resurgent American

market.

Commissioned in 1964 the Instant Tea factory today has a rated

capacity to manufacture around 4.5 mn lbs per annum (2 mn kgs). From a

small but steady beginning our factory today is the largest Instant Tea

manufacturing factory outside USA.

Instant Tea Operation is a 100% EOU and an ISO 9002 accredited

division located in Munnar, South India and is where Tata Tea owns 24,000

acres of Tea Estates. Fresh Green leaves of the plant Camellia Sinensis being

one of the main raw material for this plant, is available throughout the year in

abundance.

This unique process of extraction from leaves of the plant Camellia

Sinensis developed in-house after extensive research gives the product a

unique tasting profile, which is the USP of our product.

The equipment used for the manufacture of Instant Tea powder are

state of the art and have been constantly been upgraded. From a manual

operation in the 1960's and 70's, a high level of automation has been achieved


today. Instant Tea is manufactured to international standards laid down by

customers in the most developed countries of the world. Instant Tea Operation

caters to customer specific product and is used for light density 100% Teas,

Iced Tea Mixes and in the preparation of Ready to Drink (RTD) beverages.

Instant Tea powder from this plant is packed in bulk packages of 20/25/35 kg

each.

The Instant Tea powder is exported mainly to the USA as also to

Switzerland, Austria, Germany, Italy, Taiwan, Singapore, Japan and Australia.

The entire exports to USA are sent to Tata Tea Inc, a 100% subsidiary of Tata

Tea Limited.

It is estimated that the worldwide production of Instant Tea powder is

approximately 25 m lbs (11.34 m kgs) and the main factories manufacturing

Instant Tea powder are in USA, India, Kenya, Sri Lanka, Chile and China and

these are owned by large MNC's viz. Tata Tea, Nestle, Liptons, James Finlay

etc.

Global Business Division (GBD)

Tata Tea Limited along with its subsidiary companies has a significant

presence in over 35 countries worldwide. It owns 51 tea estates in India and

produces over 60 million Kg of black tea.

Our commitment to quality, right from the tea bush to the cup, has

made Tata Tea one of the largest selling brands in India, which is the largest

black tea market in the world. Everyday over 64 million cups of Tata Tea teas

brightens up the day for its consumers.

Our core competency is that we understand the needs and tastes of tea

drinkers worldwide and consistently deliver value to our consumers.

Everyday we reach out to more and more customers across the globe.

The Global Business Division in has three main lines of business,

Branded Tea, Bulk Tea, and Spices.


Research and development

Some Important Contributions

Research and Development at Tata Tea covers the entire gamut of tea

operations from cultivation to manufacture and also the packaging operations.

The comprehensiveness of the R&D programme gives the company

confidence to technologically brace itself for developing critical capabilities,

and meeting global challenges head on. As an international business player, it

is this adoption of techniques that allows Tata Tea, to not just gain cost

competitiveness but also, enhance the overall quality of its operations.

With full fledged Research and Development Centers manned by a truly

dedicated team of scientists, at Munnar in Kerala and Teok in Assam and a

product development laboratory at Shimoga Optimization of pruning cycle

Streamlining of nursery practices

Integrated shear harvesting

Mechanical grafting

Mechanical pruning

Technique of grafting

Rationalization of fertilizer application

Programmed plucking

Rejuvenation Pruning and inter-planting

Sprinkler Irrigation

Irrigation based on soil moisture deficit method

Pump drainage

Special agronomy and management packages for low yielding estates

Production Agronomy Trials

New schedule for Blister Blight

New schedule for weed control


Micro propagation of tea, coffee, cardamom, E.grandis, A.chinensis

Production of Tricoderma for pepper wilt

Multi residue method for pesticides

Package of Agronomic practices for E.grandis

Mechanical felling of fuel trees

Mechanical weeding in energy plantations

Waste heat recovery units

Process controls

Nitrogen / Vacuum Flushing

Services

Training programmers

Soil analysis

Analysis of tea samples for standards / quality

Analysis of agro-chemicals for purity

Monitoring of cultural practices at estate level

Field / sectional analysis

Nutrients usage audits

Quality Control

"The Tata Tea Quality Group is driven by the mission of the company

which is to provide our customers with the type of Tea Desire of

consistent quality and high standard."

Brands

Indian marketplace and it is the responsibility of this department to

ensure that the requirements across all parameters for Tea Quality, Packaging

Materials and Shop floor processes are met.


Tea Sourcing

Teas for our various brands are sourced primarily from our own estates

spread across Assam, Dooars, Kerala and Tamilnadu. All surplus requirements

are met through the Auction canters located at Guwahati, Calcutta, Siliguri,

Cochin, Conoor and Coimbatore.

Tea Blending

Tata Tea has an experienced and skilled team of more than 15 Tea

Tasters and Blenders spread across the various operational locations of North

and South India, who are calibrated to the specific requirements of Tea

Tasting to deliver consistent quality of tea as per the standards laid down for

each Brand of tea and which are tailor-made to the specific requirements of

each target market.

Tea Picketing Units

The Quality Group's activities are not only restricted to Tea Tasting and

Blending but also extend to the areas of Quality compliance in the field of

Packaging Materials against laid down standards and also to carry out

intensive shop floor checks and controls to ensure that Regulatory and

Production parameters and strictly adhered to. There are a total of 5 wholly

owned Packeting units and 6 Third Party units where a team of Quality Group

Personnel are located to monitor and oversee laid down Quality standards.

Customer Complaint Management System

A time bound system is in place to ensure that regular feedback on

quality deliveries is encouraged by interacting with our valued Customers. All

customer complaints are studied, analyzed, complaints Docketed, a detailed

root cause analysis done after which the complaint is closed. This ensures that


our customers remain loyal and all their complaints are addressed and acted

upon.

Bench Marking

In order to maintain product superiority Vis a Vis competition, regular

Benchmark tasting of competitive Brands is carried out by the General

Manager, Quality Group.

Development of New Blend Formulations

The Q-Group works closely with the Marketing team to design and

develop new blends for emerging markets.

BRANDS OF TATA TEA:

Packet Tea

Agni

Temptation

Chakra Gold

Tata Tea Premium

Kanan Devan

Gemini

Tata Tea Gold

Tata Tea – Temptation

Tata Tea is now offering consumers great value with the launch of Tata

Tea Temptation – a premium, orthodox leaf tea. Temptation will offer tea

connoisseurs a ‘Rare Flavour of Assam Leaf’ that delivers a unique taste and

aroma.

Tata Tea Temptation is the first among many new products to come

from Tata Tea Limited and can be attributed to the company’s sharply focused


philosophy - "the customer is sovereign". The company’s philosophy is best

summed up by Mr. P. Siganporia, Dy. M. D. Tata Tea Ltd., “The customer

defines what they want, and we refine it.” Keeping in line with this

commitment towards consumers, Tata Tea has always strived to give its

consumers the tea they desire.

Further, in keeping with this philosophy, the Company also studies in-

depth the preferences of people in different regions and introduces new blends

to satisfy varied regional tastes. For example, Tata Tea Premium, which

introduced polypacks into the tea industry and promised the benefits of Asli

Taazgi (using it ‘plucked, packed and sealed in the garden’ story); today holds

the distinction of being the largest selling packet tea in India. It also is the

largest brand from the stable of Tata Tea Ltd.

Tata Tea Temptation is a superior blend of finest orthodox teas from

select gardens in Assam. This process retains the leaves’ unique balance of

taste and aroma. The company is convinced that Tata Tea Temptation will

fulfill the discerning consumer’s search for a tea that offers this perfect

balance in their choice of brand.

Agni

Agni was launched in the economy segment of the packet tea market

and within a few months of launch overtook the market leader, to become the

undisputed no.1 brand in this segment. To meet the expectations of the

economy segment consumers who wanted a strong cup of tea, Agni was

positioned as "Josh se bhari, Daam mein khari; Asli kadak chai" (full of

strength at an unbeatable price, the real strong tea). All the packaging

elements were accordingly designed to reinforce the positioning of strength,

namely; the brand name Agni, the pack colour RED, the mnemonic of the tea

leaves bursting into flames. Agni was launched in Leaf form (in North, East

and West India) as well as Dust form (South India and Maharashtra).


The brand positioning of Agni was epitomized through Sridevi, the

actress, as the brand ambassador. The Agni woman, as potrayed by Sridevi,

was of one who wanted only the best for her family and one who was in

command of her life. The association between Agni & Sridevi is so strong that

even today, amongst many consumers; the 2 names are synonymous with each

other.

The Launch advertisement campaign for Agni was unleashed amidst a

high impact media blitzkrieg in Dec 1998. The impactful TV commercial

(TVC), backed with extensive press releases & roadshows created tremendous

awareness. These were extensively supported with below the line activities &

the brand became a runaway success overnight. The impact of this launch was

so high that the TVC not only registered the highest awareness levels among

consumers, it also ranked as the most liked commercial of the tea category.

Agni was Tata Tea Limited's (TTL's) largest national brand launch,

after the successful launch of Tata Tea, the flagship brand, in the 1980's.

Today Agni is the 2nd largest brand in TTL's portfolio in volume terms, with

an All India Market share of 3.4%.

Chakra Gold -- Golden Taste

Chakra Gold Tea is a blend of high quality Assam CTC Dust teas.

Chakra Gold is a strong No 2. Brand in the high quality & high priced

Premium Dust tea Market of South India.

Consumer promotions have been an important part of the Brand

communication. The promos of Chakra Gold were unique. Starting from the

School timetable promo to Golden future promo etc. the brand was promoted

through many innovative activities geared towards bringing in more and more

trials and visibility and loyal customers.

Chakra Gold is available to household consumers in a sleek, trendy and

extremely attractive, international Guill packaging.


We, at Tata Tea, assure our Chakra Gold consumers the superior

quality tea blend at a price comparable with competing brands.

Tata Tea Premium

The Promise of freshness

Tata Tea, The flagship brand of our company, was launched in 1987.

The brand promises a cup of tea that gives 'asli taazgi' (real freshness) to the

consumer. Tata Tea used tealeaves picked from our own gardens, packed then

and there at the gardens, thus sealing in the real freshness of the gardens. The

'bagano ki taazgi' (garden freshness) proposition appealed greatly to our

consumers and made our brand a huge success.

Tata Tea still maintains and delivers on its promise of bringing a

refreshing cup of tea to the consumer, from the choicest tealeaves.

Freshness in a New Pack

In 1999 Tata Tea changed its pack to make it more youthful and vibrant

and launched the green polypack that it is currently available in. Tata Tea is

sold in both the leaf and dust variants. The dust variant is sold in red

polypacks in some regions. It is retailed in 1 kg jars, 500 and 250 gm

jars/polypacks, 100gm, 50gm, 25gm and 1 Re polypacks.

Kanan Devan.

The Kanan Devan Tea story begins in the late 19th century when the

first European settlers came to the Kanan Devan Hills in the state of

Travancore. Braving an inhospitable terrain the early planters started

cultivating Tea bushes in the fertile forestland of the Western Ghats. The tea

they produced was exported to Europe and other countries throughout the

world.

By 1896 a society was formed among the 26 small holdings called the

Kanan Devan Hills Produce Company. While a major portion of the produce


was exported, in 1916 the surplus Tea from the Kanan Devan hills started

being distributed in South and Central India through the Local Tea Sales

Department. A network of dealers was set up to distribute the tea; a major

portion of this network is still intact in Kerala and other states.

The Finlay & Muir Company held control over most of estates till 1964

when James Finlay entered into collaboration with the Tatas for setting up an

instant tea Factory in the Kanan Devan hills. In 1976 The Tatas took over the

tea production and marketing operations of James Finlay and a new company

Tata Finlay Ltd. was born. Today 23 estates form the home of Kanan Devan

Tea - a heritage brand of Tata Tea.

Specifically sourced from the Kanan Devan Hills, Kanan Devan tea is

characterized by its unique taste preferred throughout South India. It is also

Perhaps India's only single source Tea much akin to fine single malt - The

Kanan Devan USP. Today the brand is a leader in its own right throughout

South India selling about 7 million Kgs of Tea.

Kanan Devan's Market Share in the south zone is 9.8% (source ORG

MARG Retail Audit May 2001) and the brand sells in Kerala, Karnataka,

Tamil Nadu and Goa.

Gemini

The brand Gemini is a dust tea, sold in the states of Andhra Pradesh,

Madhya Pradesh, Chattisgarh, Tamil Nadu and Karnataka. However the focus

of this brand is to be a strong regional player in the state of Andhra Pradesh.

This brand has a high component of Assam tea, which lends to its unique

strength, taste and color. Gemini is the market leader in its price segment and

has been re-staged twice since 1996. The brand has been successfully

positioned as "a strong tea for strong family relations".

The brand caters to a wide spectrum of consumers in the Socio

Economic Category of ABCDE, primarily women in the age group of 25+.


The brand in its major relaunch effort in 1996 changed the packaging format

to carton packs for the 500g and 250g pack offerings. In 1997 the brand also

introduced small pack sizes.

The pack design and packaging underwent a radical change to a more

contemporary design yet maintaining the brands visual elements that, the

brand's consumers, relate to in a very strong manner.

The brand caters to a wide spectrum of discerning consumers and

presently the brand has started to go away from soft packs using Aluminum

foil to a variety of laminates.

The 1 Kg pack today is packed in Standee packs with a zipper lock so

as to ensure protection of the tea from external odors and moisture, yet

allowing the user to use the contents as and when required. The soft packs are

now packed in international standard laminates and are available in the 100g-

pack size and sales contribute significantly to Gemini's kitty.

TATA TEA GOLD

September2003 has heralded the launch of Tata Tea GOLD, a tea that

has aroma coupled with a refreshing taste. The product, introduced as an

upgrade variant of Tata Tea brand, has a blend of 85% CTC and 15% long leaf

tea. This is a blend of tea, which is visually unique, and a superior taste. - An

innovation in the tea market.

The blend has been arrived at after extensive research and feedback

from the customers. Customer feedback suggested that aroma in tea, is always

a strong indicator of great tasting tea. Though there are brands that have long

leaves in CTC tea, (Red Label and Godrej), that exists at claim level only and

the teas are not different, visually or taste-wise. Eight blends were tested with

consumers and the blend selected has been the 85% CTC and 15% long leaf

blend that has been named Tata Tea GOLD.


Maintaining the trend of being an innovator in packaging, Tata Tea GOLD,

launched in 250 gm and 500 gm packs uses a standi-pack format. Apart from

being visually appealing on store shelves, the pouch, made of thicker polyester

laminate, ensures that the aroma is retained in the pack. The offering is priced

only slightly higher than the Tata Tea brand: at Rs.45 for 250 grams and Rs.90

for 500 grams, making it competitive and attractive for customers.

Tata Tea GOLD has already been launched in the West, the East and in the

North and in the next phase, South India will be covered. The launch has been

aided by attractive Point of Sales material. Television commercial is on air on

national media from 16th October. The commercial has been designed keeping

in mind the brand personality and has "Na kahonge toh pachtaonge" as its

sign-off line.

With the trade and the customer’s upbeat about the brand, let’s hope the Tata

Tea GOLD brand, takes the same path of grand success as its mother brad

Main competitors of Tata Tea ltd:

Brook bond Lipton India ltd

Hindustan leaver limited

Duncan

Kasturi

And other local brands


Chapter –3

REVIEW OF LITERATURE

Literature review concept

Literature review purpose

Literature review methodology

Literature review benefits


Review of Literature

This chapter deals with various theoretical backgrounds necessary to

carry out this project. Every study or project needs some amount of theoretical

background and existing published literature is one of the major sources for

that. For this project different kind of literature review has been done.

Several books, papers are available and Internet is also a useful way to

get the important points regarding the subject.

Fallowing are some of the different source of literature used in the project.

Sales and distribution (books)

Literally many books are available in the market but the book that

helped me to get the base line is “logistic management” by Donald

j.browersox and David j. Closs also gave valuable input.

Research papers

A number of studies regarding sales and distribution have been carried

out in India and abroad, which gave me valuable information.

World Wide Web

The internet more particularly, which I used to gather information

regarding current scenario in the world in fact, browsing the net helped a great

deal to understand every day or day to day issue.

Purpose

Literature review is one of the prime parts of every project. The vary

basic purpose of the literature review is to gain insight on the theoretical

backround of the research problem. It helps the researcher to gain strong


Theoretical basis of the problem under study and also help to explore

whether any one has done research on the related issue. That’s why literature

review helps one to find out the path of problem solving

In this regards the very basic purpose of the literature review in this

dissertation is same as mentioned.

Methodology

For simplicity and proper understanding of the subject, the literature

review has been divided into following parts.

Basic introduction and different approaches to sales and distribution

system.

Identifying the key elements and drivers of sales and distribution and their

importance.

Understand the different assumption necessary for present distribution

system.

Benefits

The major benefits of literature review are:

It helps to identify the key variable of the distribution network.

It gave a strong theoretical background of the subject.

It produced a macro view of different work in distribution field.


Chapter – 4

RESEARCH METHODOLOGY

Type of research

Sampling technique

Sample size

Sample description

Instrumentation techniques

Actual collection of data

Other software used for analysis


Research Methodology

The research design is the overall pattern and framework of this project

that stipulates what information is to be from which source and by what

procedure; a through research has been carried out by several techniques.

Fieldwork has been undertaken to generate the primary source. The

questionnaire was absolutely structured in the nature and includes multiple

choice and open-ended question for the retailer to get the response.

Type of research:

A combination of descriptive and exploratory research was undertaken

to study market for Tata tea limited from retailer/distributors profile using

secondary data and survey research.

Sampling technique:

Random sampling method is used keeping in view the distribution activity

Sample size:

For the purpose of this study 50 retailers were selected from different areas

in Shimoga city.

Sample description.

The information is generated from distributor under, Tunga Rice Mill

Compound B.H.Road Shimoga -1 and the retailers were randomly selected

from the areas in Shimoga city.

Instrumentation techniques:

In this study a structured questionnaire are used to collect primary data.

The sources of secondary data are books, journals, company records,

products brochures and websites.


.

Actual collection of data:

Personal unstructured interview method was used to collect the data from

C&F agent and distributor /stockiest. Structured questionnaire was used to

collect the dada from the retailer of Shimoga

Other software used for analysis:

Apart from all the other sources some software were also used for

analyzing the data. Microsoft word and Microsoft excel were used for data

analysis. Ms word was used for typing all the necessary information and

ms excel was used for preparing graphs.


Chapter –5

Data Analysis and Interpretation


ANALYSIS AND INFERENCES

Table 1: Showing the fastest moving brand

Brands No. of respondents Percentage

Kannan devan 17 34

Tata Tea Premium 3 6

Red Label 16 32

Taj Mahal 5 10

Taaza 3 6

Lipton 2 4

Loose/local 4 8

50 100

32% of the retail outlets are having fastest moving brand of Red Label,

34% of them are having Kannan Devan as fastest moving brand, 10% are

having Taj Mahal as fasting moving and TATA tea premium and loose/local

are moving fast in 6%.

The table clearly highlights that Tata Tea and Red label are the fastest

moving brands in their outlets. This may be because of customer’s demand or

retailer’s personal effort or company efforts etc., Because of the taste, price

packaging, quality etc. It may lead the customer to demand the brand.


Graph showing Fastest Moving Brand


Table No.2: Showing sources of purchase of retailers

Response No. of Retailers Percentage

From Wholesalers 10 20

From Distributor 40 80

Directly from company 0 0

Others 0 0

50 100

80% of the retail outlets are purchasing the tea products from

stockiest/distributor and 20% of retailers are purchasing tea products from

wholesalers.

Retailers get their product from distributor mainly due to the wide

coverage of the distributors and his quickness in delivery, which can’t be seen

in the company distribution system.

Also the distributor being a local man, known the problem of the

retailers and hence is somewhat flexible in his business policies when

compared to company polices.

Retailers also get their products from wholesaler also. It is so because

there are certain areas where the distribution doesn’t supply. That forces the

retailers in that are to get the products from the wholesaler.


Graph showing sources of purchase of retailers


Table No. 3: Showing credit facility given by TATA distributor

Retailers Response No. Of Retailers Percentage

Yes 50 100

No 0 0

50 100

As the day of credit is seen everywhere, it is also observed in this

industry also. Every respondent cites that he gets credit facility from

distributor. Due to hyper competition in the market credit facility is been

given more importance.

Graph showing credit facility


Table No.4: Showing the duration of present credit period allowed by TATA

distributor.

Days No. Of respondents Percentage

1 to 7 25 50

7 to 15 15 30

15 to 30 5 10

30 to 45 5 10

45 to 60 0 0

60 & Above 0 0

50 100

From the above table 50% of retail outlets are taking credit facility for

the period of 1 to 7 days and 30% of retailers outlets are taking credit facility

for the period of 7-15 days and 10% retail out lets are taking credit facility of

15-30 days. The credit period differs from one retailer to other based upon his

volume of transaction. There are also chances of distributors extending the

credit period based on his personal relationship with the distributor.


Graph Showing the duration of present credit period allowed by TATA

distributor.


Table No.5: Showing satisfaction of credit period allowed by TATA

distributor.

Retailers Response No. Of respondents Percentage

Yes 45 90

No 5 10

50 100

From the above table 90 % of the retail outlets are satisfied with the

credit period allowed to them and 10% are still require more credit facility.

Although majorities of the respondents are satisfied with the current credits

policy, some of them are still unhappy. As the market today is not performing

well, there are chances that the retailers may require more credit duration or

part payment and as the retailers are demanded credit by their customers, then

it s natural for retailers to expect more credit duration.

Graph Satisfaction of the Credit Period


Table No. 6 Satisfaction of the respondents to replacement of damages in

packaging.

Retailers No. of Retailers Percentage

Yes 50 100

No 0 0

50 100

100% retail outlets are happy with respect to damage in packaging.

Its food to learn that the distributor takes back the damaged packs. As

there is a hyper competition in this industry the distributors have to do all

these things. Or else it will be difficult for him to put his product on shelves.


Table No. 7 showing the TATA distributor functions carries.

Functions No. Of Respondents Percentage

Motivate you to sell 8 16

Deliver goods timely 2 4

Will act as link between

company and retailers

10 20

Give information 15 30

Collect dues 10 20

Get orders 5 10

50 100

It is clear that 100% of the respondents completely agree that the

distributors mainly get the orders and collect the due. Where as 4% of the

respondents felt that they deliver the goods timely and 30% of them felt that

they give the information and make them updated.

This clearly means that there is a tough competition in the market and

hence the distributors believe that the survival of fittest is going to happen. Or

this they are equipping their retailers look for all possible options. This is why

they provide the latest information to the retailers and make them updated.

This is because, when a customer is in front of the retailer, he has to let know

the customer, whatever he asks about.

The distributors, who are generally motivated by the company.

Motivate the retailers and hence make the products to get pushed off.

Delivery in time is order of the day and hence more weight age is given

to it. If the delivery is not made in time there are chances of losing a precious

customer.


And getting order and collection of dues has become a basic function of

the distributor now a day.

Graph showing the TATA distributor functions carries.


Table No. 8 Showing relationship of TATA distributor with retailer.

Relationship No. Of Respondents Percentage

Very Friendly 5 10

Moderately Friendly 30 60

Slightly Friendly 10 20

Neither Friendly nor

unfriendly

5 10

Slightly Unfriendly 0 0

Moderately Unfriendly 0 0

Very Unfriendly 0 0

50 100

As 100% of the Retailers have stated that the relationship with the

distributor is moderately friendly, it can be said that it’s a healthy sign for a

company.

As hyper competition can be seen everywhere having a good

relationship with the retailers also plays an important role. Hence the

distributor has played his role very effectively.


Table No. 9 Showing the Satisfaction of retailers to delivery system of TATA

tea distributor.

Retail Response No. Of Retailers Percentage

Yes 49 98

No 1 2

Total 50 100

Almost all the retailers are satisfied with the distribution system of Tata

Tea. Only 2% of the respondents are not satisfied. Probably it may be because

of the frequency of supply is not up to the mark or the retailer is located some

where, where it takes time to deliver the goods and this may lead to

dissatisfaction.


Table No.10 Showing the number of customer asks for particular brand.


Yes 45 90

No 5 10

Total 50 100

Customer asks for particular brand of tea because of their loyalty

towards that brand or the price factor taste factor etc may be the thing, which

makes them to have it.

Graph showing the number of customer asks for particular brand


Table No.11 Showing the retailers recommending TATA tea to customer.


Yes 43 86

No 7 14

Total 50 100

Out of total, 86% retailers are recommending TATA Tea to customers

and 14% retailers say that they are not recommending TATA Tea to

customers.

Majorities of the retailers have stated that they would like to push

TATA Tea when a customer doesn’t come with a request of particular brand.

It may be because of the monetary benefits that he receives or his perception

towards company may be good.

Graph Showing the retailers recommending TATA tea to customer.


Table No.12 Showing reasons recommending TATA Tea to customers.


Margin 10 20

Credit Facility 7 14

Quality 20 40

Frequency of supply 3 6

Brand name 3 6

Price 2 4

Taste 5 10

50 100

Majority of the retailers stated that they push the goods because of the

taste of the product. It may be perception of the retailers that the product

tastes good and hence he pushes that product, or else the surrounding area may

prefer TATA Tea because of its taste and hence, although the retailers may

dislike the product, he pushes the product.

If the company is giving good enough credit facility them there are

chances of retailer showing interest in the product. It is so because they too

have to offer credit to their customers.


Graph: Reasons to Recommend TATA Tea


Table 13 Showing the number of retailers asking facility to increase the sales

of TATA tea.


Yes 41 82

No 9 18

Total 50 100

82% retailers say that they need facility to increase sales and 18%

retailers say that they don’t need any facility to increase sales.

As the number of retailers is increasing in the city day by day, a

cutthroat competition exists. This makes the retailer to feel that the company

has to provide some facilities due to which the increase of sales is possible.

Graph: Facilities Needed


Table No.14 Showing the type of facility needed to increase the sales of

TATA tea by retailers.


Point of purchase 10 20

Display space 30 60

Regular distribution 2 4

Scheme 2 4

Margin 3 6

Credit 1 2

Discount 1 2

Banners 1 2

50 100

The retailer feels that preference has to be given for display. Because

this is the single most important factor which converts the confused customer

or unaware customer to a regular customer. Apart from that to advertise the

products in their outlet, require pop and banners.


Graph Showing the type of facility needed to increase the sales of TATA

tea by retailers.


Table No. 15 Showing the number of retailers requesting regional promotional

activities to increase sales of TATA Tea.


Yes 39 78

No 11 22

78% retailers say that they need regional promotion to activity to push

the product and 22% retailers need not require regional promotional activity.

Majority of the retailers felt that they require regional promotional

activities. As recession in the market is seen every where, retailers feel that

advertisement is be done in order to survive and hence its natural for a

retailers to feel that the company has to be something to promote the goods.


Table No. 16 Showing the type of promotion activities needed by retailers to

push sales of TATA Tea.


Advertisement 35 70

Display 10 20

Banners 3 6

Campaign 2 4

As advertising is more effective way of creating awareness to

customers 70% of retailers are stated they need advertisement. The

advertisement in television is best according to them. Apart from that they

require banners and display space as it attracts the confused customer as

mentioned earlier.

Graph : Promotional Activities Required


Table No.17 Showing the performance rating of TATA Tea by retailers.


Strongly Satisfied 0 0

Satisfied 47 94

Neither satisfied nor dissatisfied 3 6

Dissatisfied 0 0

Strongly dissatisfied 0 0

50 100

47 of the respondent are satisfied with the distribution system of TATA

Tea, which is a healthy sign for the company. But still one has to look out as

why their retailers are not strongly satisfied. If may be because of some sort

of being late while delivering or may be due to the damages in the packages

etc.


Chapter –6

Suggestion and Conclusion

Suggestion

Swot analysis

Conclusion


SUGGESTION AND CONCLUSION

SUGGESTIONS

Replacement of damaged and expired products should be done on time,

which will improve the after sales services.

TTL should increase the RD price and offer trade discount to overcome the

problem of profit margin.

For each brand there should be different sales representative and they

should be allotted different stockiest areas.

Extra credit period should be given to retailers to indulge deep into the

market.

The regular supply to the outlets and that too on time is the most value

adding aspect.

There should be proper surreys to know the problems and demand of the

distributor, retailers and the customer. And they should know that become

of them the changes are made.

TTL is having only 10 distributors and its main competitor HHL is having

all most 20 distributors and covering the market in better way, which is

also a very reasonable point to think.

The TTL products should be available at all the possible outlets for the

convenience of the customers and if the retailer dose not have the brand

wanted by the customer, retailers can recommended TTL products.

Example: Pepsi is the biggest example of the coverage and the distributing

system, it may happen that in certain places you do not find other cold

beverages like Thumsup, Coke etc.but Pepsi is readily available everywhere


so the customer are not left with any options, thus increasing the sales of

Pepsi. In such a tuff competition what they did that they made the product

available everywhere.

Various promotional schemes and offers should be provided to the

distributors, retailers and also to the customers to make them interested in

the company. These days they are interested in getting the offers, which

are money related instead of gift items.

High brand awareness, new active outlets, search for new customers,

schemes with force, sales promotion active, advertising, motivating

distributors, retailers and customers, effective distribution system, are the

solution to most of the problem it depends how effectively you perform

these activities.


SWOT ANALYSIS OF THE DISTRIBUTION NETWORK OF

TATA TEA LIMITED

STRENGTH

Most experienced player in the Tea industry.

High brand image and good will.

A great reputation for fairness in dealings.

A workforce dedicated to work and good organization culture.

Commands a good control over the stockiest.

WEAKNESS

Loosing a huge market share because of poor after sale service.

Lacks aggressive sales network, leading to suspect company’s ability to

with stand increasing competition in the packet tea segment.

Lacks visibility in the market.

Loosing the brand image of some brand like Kanan Devan.

Not able to place of all brands of packet tea. Only the leading brands

like Kanan Devan and TataTea Premium are being placed in all the

retail outlets, but other brands like Tetley and Chakra Gold are not

being aggressively pushed.

OPPORTUNITY

Tata Tea has huge opportunity to grab the market share of HLL in

Shimoga city.

Increase the visibility and availability in the market by taking up

aggressive promotional activities.


The company is not able supply the required quantity of products on

the right time. It proves that there is an opportunity to increase its sales.

THREATS

Aggressive marketing strategies by the competition.

Loosing its market share and brand image, if after sale services (taking

back of expiry and damage goods) is not improved.


CONCLUSION

In the present scenario distribution activity is not up to the mark. That

results in the reduction of the market shares. Today delivery of goods on time,

replacement of damages is the two aspects in the distribution system. Credit is

also an important aspect for every distributor. Novelty in this field may help

the company to increase the market shares. The main competitors of the

branded products are the local products. Using the regional promotional

activities and creating high awareness can create stumbling blocks for the

local products.

The main problem with TTL lies in the fact that the after sales service

is not up to the mark and this is the only thing where other leading brands are

taking care of it.


ANNEXURE

Questionnaire

Bibliography


Questionnaire

Dear sir/madam,

I am Pallavi D.L, Final year BBM Dr.Ambedkar BBM College,

Shimoga. I am doing a project on “Various Tata Tea brands in Shimoga

city”. This will improve your relationship with the company. Please spare

some minutes to provide little information. I assure that the information will

be kept confidential.

Pallavi D.L

1. Name:……………………….

2. Address:……………………….

3. Monthly turnover: ……………

4. Which are the packet tea brands that you sell?

Kannan Devan

TATA TEA Premium Red Label Chakra Gold.

Taaza. AVT Supreme Tetley.

A- 1. Agni. 3 Roses.

Temptation. TATA TEA Gold. Taj Mahal.

5. Which Are The Top 5 Selling Brands And Their Average Sales Per

Month?

Brand name Avg. monthly sales


6. If Tata Tea Ltd Products Not Sold, Why?

No Proper Supply [ ] No Consumer Demand [ ]

No After Sales Service [ ] Low Margin (% Expected) [ ]

7. If Sold, Bought From:

Stockiest [ ] Wholesalers [ ]

Directly from the company [ ]

8. You Sell TTL Products Because (List Top Three):

Consumer Demand [ ]

Good Quality [ ]

Pressure By Stockiest [ ]

More Promos [ ]

High Margin [ ]

Brand Image [ ]

9. What Factors Are Important For You To Promote A Particular Brand?

Brand Image [ ]

Margin [ ]

After Sales Service [ ]

Quality of Product [ ]

Price [ ]

Product Range [ ]

Consumer Demand [ ]

Advertisement [ ]

Others [ ]


10. Rate the service of TTL and its competitor.

Excellent [ ]

Good [ ]

Not satisfied [ ]

11. Rate the promotional activity of TTL and its competitor.

Excellent [ ]

Good [ ]

Not satisfied [ ]

12. Rate The Profit Margin of TTL and Its Competitor.

Excellent [ ]

Good [ ]

Not satisfied [ ]

13. Rate your satisfaction level of credit facilities given by TTL and its

Competitor [ ]

Excellent [ ]

Good [ ]

Not satisfied [ ]

14. In your opinion did Tata distributor does?

Motivate you to sell [ ]

Deliver good timely [ ]

Will act as a link between company and you [ ]

Collect due [ ]

Give information [ ]

Get order [ ]

Other [ ]


15. What Are The Factors That Consumers View While Buying A

Particular Brand Of Packet Tea?

Quality [ ]

Brand Name [ ]

Price [ ]

Consumer Offers [ ]

Company [ ]

Others………………………

16. What do feel about the Distribution System of TATA TEA

Strongly Satisfied [ ]

Satisfied [ ]

Neither Satisfied nor Dissatisfied [ ]

Dissatisfied [ ]

Strongly Dissatisfied [ ]

17. Your Overall Rating of TTL

Excellent [ ]

Good [ ]

Not satisfied [ ]

18. In Order To Help Improve Your Business, What Do You Think The

Company Should Do?

I Thank You Sincerely For Your Valuable Cooperation.

Date: Signature

Place


BIBLIOGRAPHY

1. Donald.S.Tull & Del.T.Hawkins, “Marketing research measurement

&Method”, second edition –1992, McGraw-Hill international edition.

2. Rolph E.Anderson, Joseph F. Hair, Jr.Alan J. Bush,” Professional Sales

Management”, second edition –1992, McGraw-Hill international edition.

3. Donald.R.Lehmann, Russells.winer,”Product Management” second

edition –1997, McGraw-Hill international edition.

4. Richard. K.still, Edward.W.Cundiff, Norman.A.P.Gavani”Sales

Management”, 5th Edition, Prentices Hall Of India.

5. Marketing Management By: Philip Kotler.

List of websites:

www.tatatea.com

www.google.com

www.teatime.com

www.teaworld.com


http://www.teaworld.com/

http://www.teatime.com/

http://www.google.com/

http://www.tatatea.com/

TATA TEA

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