HOT TEA SHOPS (HTS)

Presented by:

Mohsin Rashid

OUTLINE

• Objective

• Introduction

• HTS - Unilever Tea Contribution

• UAE Market

• Priority Locations

• Criteria for Branding (Signage)

• Recommendations

• Conclusion

• Journey at Unilever

OBJECTIVE

• IMPROVE OUR RELATIONSHIP – Connect HTS with Lipton

• BRANDING-SIGNAGE OF THE OUTLETS– Consistency - Multiple outlets in a line

– Ideal locations( Heightened Visibility)

• TOP OF MIND AWARENESS – For Example: Coffee shops are related to Starbucks/Tim

Hortons

INTRODUCTION

• HTS is a trend - GCC Countries

– Arab Culture– Expatriates

• Mainly Owned - South Indians(Partnership)

– Price Sensitive Channel

• TARGET MARKET HTS:– Lower/Middle Class– Blue Collar Workers

• Reasons to visit HTS?– Convenience (Location)– Affordable– Variety– Socializing

HTS - UNILEVER TEA CONTRIBUTION2014

COUNTRY TOTAL TEA IN TONNES

UAE 630

OMAN 216.2

KUWAIT 26.7

BAHRAIN 111.5

QATAR 131.0

UAE MARKET

• UAE-Largest Market (640 Tonnes)

• No of outlets in UAE - 3370 Outlets

– Purchase Directly(TMU & AGU)

• Lipton- Favorite brand (Survey- Passports)

• Lipton facing fierce competition

– Leone (Tea Packet)

PRIORITY LOCATIONS

• HTS Not Located -“High End” areas (JBR, Dubai

Marina)

• HTS locations:

– Highways

– Labor Camps

– Residential/Commercial (Satwa, Deira, Bur-Dubai)

– University City, Muweilah, Rolla (Sharjah)

CRITERIA

• Dubai & Northern Emirates only

– AUH requires 3D Signage

• 61 stores

• All Stores are “Ideal” based on different criteria's

• Excel Sheet

– ALL (a) :-Excellent (Most Effective Store for Branding)

CRITERIA

Ideal HTS

Location : Al Rashidiya

Location: Jumeirah Road

University Road, Sharjah

Hor-Al-Anz Street, Dubai

Recommendations - 1

• Neon Lights- Border to the Lipton Signage

Recommendations - 2

• Certificate to outlets with Lipton Signage:-

Recommendations - 3

• HTS Van Sales -Monitor the condition of Signage

CONCLUSION

Benefits:-

1. Loyalty- Repeat Purchase

2. Branding-OOH

3. Top of mind awareness

4. Better Relationship with HTS Owners

Journey at Unilever

• Packaging Artwork-BBRL(RTB)

•Consumer Connect-BBRL(RTB)

•Store’s Visits-

•Cha Cha Chai

•Teavana

•Advisor, Deep Dive- Nielsen

•Represented “Knorr- TMU Cricket Team

•Beverage Contribution of UAE & KOQB