a operation study on a tea plantation industry

Mini Project on Devon Tea Plantation

Group 7Praveena Kamath

Preethi SRajitha

Rahul ShettyPruthviraj

Raju MRahul KS

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

Plant Cultivation

Different quality of tea powder

Market Overview

• Market Favouring Tea Consumption – Increasing

• Consumption – Loose and Packaged

• Health Consciousness associated with Tea

• Specialty Tea Growing at 25% in India

Situation Analysis

• Financially Stable

•Competitor- Classic, OLV Tea

•Better working Environment- Benefits

Major Consumption (Segmentation)

•At Home Consumption

•Out of Home Consumption

Pricing offered Quantity Rates

50 Kgs Rs 8000

25 Kgs Rs 4000

10 Kgs Rs 1600

5 Kgs Rs 800

250 Gms Rs 45

Findings

•Pricing- Discounts •Distribution •Labour Shortage •No Different flavours

Marketing Solutions

Phase wise Implementation

•1st Phase – Product Awareness

•2nd Phase – Demand Drivers

1st Phase – Product Awareness

• Pricing Commercial Oriented

• Channels of distribution

• Reach Customers- Store Sales 65% - 70%

2nd Phase - Demand Drivers

• Speciality Tea or Flavoured Tea

• Health and Wellness

• Brand to Customer Loyalty Building

Thank You