goodrick tea by jitandra

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goodrick tea

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									                    ACKNOWLEDGEMENT


The success accomplished in this project would not have been possible

without the kind help, guidance and inspiration by many people. I wish to

Express my sincere gratitude to all those who have helped me in one-way

or Other’s for the completion of my project.

I would like to express my sincere gratitude to Prof. Muneer hasan,

faculty guide for his invaluable support and guidance, which has helped

me in the successful completion and compilation of this project.

I would also like to extend my thanks to all the faculty members as well as

to my family who have always stood by me and helped me through the

course of study.

I would like to extend my thanks to all Other Staffs and Non Teaching

Staffs in our department.




                        AASHUTOSH SINGH RAGHUWANSHI
                     CERTIFICATE



This is to certify that MR. AASHUTOSH SINGH
RAGHUWANSHI, a student of BBA of ‘JAWAHAR LAL

NEHRU P.G. COLLEGE’ has completed her project on “A
STUDY ON CONSUMER SATISFACTION OF AIRTEL
BROADBAND SERVICE” under my guidance.




Faculty Guide-
Prof. Muneer hasan
                          DECLARATION




I hereby declare that this project report entitled ‘“A STUDY ON

CONSUMER SATISFACTION OF AIRTEL BROADBAND
SERVICE”
has been prepared by me during the year 2011 under the guidance of Prof.

Muneer hasan.




I also hereby declare that this project has not been submitted at any time to

 any other university or Institute for the award of any degree or diploma.




Name - AASHUTOSH SINGH RAGHUWANSHI

Place - Bhopal
LIST OF CONTENTS
                          SUMMARY

      In a market where products are similar, branding can have a

large effect on the price that customers are willing to pay. This

becomes very relevant in matured and saturated markets like India

and even more so with tea brands. With high involvement

purchases like tea due its nature of daily consumer good, it is

difficult to narrow down to attributes that customers look for in the

brand and attributes range from performance, price, safety and

history of the brand to other basic aspects like manufacturing

quality.


      Historically, tea brands have followed different branding.

Indian tea brands have been closely related to attributes like taste,

price, built quality and technology. This being the backdrop, the

study is aimed at comparing the brand perception of GOODRICKE

TEA brands. For this purpose, the research examines the

perception of the GOODRICKE TEA.


      According to Chatterjee, Jauchius, Kaas & Satpathy (2002),

strong brands do not have to attract as many prospects and convert

them to sales. Common identities, or rather, easily identifiable

ranges, capture more consumers. Therefore, the study needs to

deduce which of the brands are more successful and why; and
which attributes of branding, supplemented by other factors (price,

perception, experience etc) have helped sales in the Indian

market.
                          Introduction



Introduction

In a market where products are similar, branding can have a large

effect on the price that customers are willing to pay. This becomes

very relevant in matured and saturated markets like India and even

more so with automotive brands. With high involvement purchases,

like automobiles, it is difficult to narrow down to attributes that

customers look for in the brand; they range from performance,

price, safety, and history of the brand to other basic aspects like

build quality etc.

So the study is aimed at comparing the brand equity of tea brands;

furthermore, the drivers behind the relative success of one of the

GOODRICKE TEA (direct competitors) sold in India.

Background of Research

Historically, Different tea brands have followed different branding

strategies with GOODRICKE TEA leading the pack. tea brands

other than GOODRICKE TEA have been closely related to

attributes like price, built quality and technology, whereas,

GOODRICKE TEA brands have been related to performance,

historic significance and Taste.
Significance Of Research

According to Chatterjee, Jauchius, Kaas & Satpathy (2002), strong

brands do not have to attract as many prospects and convert them

to sales. Common identities, or rather, easily identifiable ranges,

capture more consumers. Therefore, the study needs to deduce

which of these brands are more successful and why; and which

attributes of branding, supplemented by other factors (price,

perception, experience etc) have helped sales in the Indian market.

The questionnaire used in this study aims to capture the views of

consumer

Specific Aims of the Study:

To conduct a study on branding strategies of GOODRICKE TEA.
Methods used in this Research

Research can be done through the survey method, taking into

consideration 100 consumers of using these brands. The

questionnaire had two versions; one was the paper format, which

was handed to respondents manually asking them for a response.

The other format was the online questionnaire available on the

Internet.
Research Structure

This dissertation is consisted by the following structure of seven

chapters which can be seen in below:

Research Structure




                               Chapter 1: Introduction




                         Chapter 2: Industry Background And
                                  Company Profile


                             Chapter 3: Literature Review




                                 Chapter 4: Tata tea




                          Chapter 5: Research Methodology




                          Chapter 6: Data Analysis – Results




                                Chapter 7: Conclusions
   Industry Background And Company
                 Profile


The Company was incorporated in the State of West Bengal, India

on 14th June 1977 as a public limited company under the

provisions of the Companies Act 1956 (Act). Its main objects per

Memorandum & Articles of Association are, amongst other things,

to grow, cultivate, manufacture, treat, blend, process, buy, sell and

deal in tea in various forms, to carry on the business as planters in

all its branches, to manufacture, buy, sell and deal in machinery for

processing tea and in connection therewith or acquire by

amalgamation, purchase, take-over or otherwise the whole or part

of the assets, liabilities and undertaking in India or elsewhere of any

other company, body corporate, firm, association of            person.



The Company was granted a certificate of entitlement to commence

business under the provisions of the Act by the Registrar of

Companies,            on           27th          June            1977.



All the 17 existing tea gardens of Goodricke Group Ltd. were

owned by eight Sterling Tea Companies . They had established tea

gardens progressively in late 1800s and were carrying on business
in tea in India. The sterling companies together owned 17 tea

estates in India. 12 estates are in the district of Jalpaiguri and 3 in

Darjeeling in the State of West Bengal and 2 in Darrang district in

the State of Assam. The sterling companies are:
The      Assam-Dooars The Chulsa Tea Co.
Tea Co. Ltd              Ltd.
Hope Tea Co. Ltd.        The Leesh River Tea
                         Co. Ltd.
The Lebong Tea Co. The Danguajhar Tea
Ltd.                     Co. Ltd.
The British Darjeeling The Meenglas Tea Co.
Tea Co. Ltd.             Ltd

Pursuant to Section 29(2)(a) of the Foreign Exchange Regulation

Act, 1973 (“the FERA”), Reserve Bank of India agreed to grant

permission to carry on business to the Sterling companies subject

to takeover of the Gardens by an Indian Company to be formed.



Accordingly based on schemes of merger and with the sanction of

Calcutta High Court, the 8 Sterling Companies were amalgamated

with   Goodricke    Group       Ltd   effective   1st   January   1978.
The Company has associated operational companies having tea

gardens in Darjeeling and Assam:
                           Tea   Estate     (With      Tea
Companies                                                     Location
                           Factory)

Amgoorie           India
                           2                                  Darjeeling
Ltd.

Stewart             Holl
                           4                                  Assam
(India) Ltd.

Amgoorie           India
                           2                                  Assam
Ltd.

Koomber Tea Co.
                           2                                  Assam
Pvt. Ltd.

Board of Directors MANAGEMENT


Board of Directors

Mr. P. J. Field             -    Chairman
Mr. A. N. Singh             -    Managing Director & CEO
Mr. A. K. Mathur            -    Director
Dr. S. Kaul                -     Director
Mr. K. Sinha               -     Director
Mr. P.K. Sen                -    Director



Company Secretary

Mr. D.P. Chakravarti        -    Vice President & Secretary



Chief Financial Officer

Mr. A. Sengupta            -     Chief Accountant & Chief Financial Officer
                     Literature Review


The fundamental nature of competition is changing in the global

marketplace. The business environment is characterized by change

in one or more of the areas of consumer demographics, tastes and

preferences, change in nature of products and services, advances

in distribution and logistic capabilities, varying competitor strategies

and changing technology. The pace of change is relentless and is

increasing   incrementally.    These    changes     in   the   business

environment have caused companies to modify their management

philosophy from process management to strategic management,

from inbound management to outbound management, from

behavioral management to cultural management, and from product

market management to value management.

Since the study is about brand strategies of GOODRICKE TEA

brands it is important to update the reader on some new and

emerging development trends in strategic management ideologies,

it is necessary to first take a step back, review its development

process, adopt a long-term perspective, observe its steps and rules

and appreciate the changes in strategic management concepts.
Strategic Management Theories Which Are Related To
       Branding

The 1950s saw the expansion of industrial economies and

globalization of many large companies. How these enterprises

should take strategic decisions with respect to specific markets and

products for success became the key issue.

One of the earliest works on strategic management theory was by

none less than Peter Drucker. In his book, The Practice of

Management (1954), he came up with the theory of “Management

by Objective (MBO)”. He stressed on the importance of setting

objectives by an organization

Understanding Cultures and Customers:

The companies working towards building successful brands in India have to understand
the mosaic of cultures, which have the duality of modernity and traditionalism. Since
these companies open up opportunities to market products to diverse customer segments,
they also require a very fine alignment between products and service with the local tastes
and preference appealing to India consumer.
                  GOODRICKE TEA Limited


COMPANY’S PHILOSOPHY ON CODE OF GOVERNANCE: The

Company‟s core business is the cultivation and production of tea

and     it   is    among   the   top   three    producers    in   India.



The Company strives to produce teas of top quality, which are

acceptable to the discerning world market. This particularly applies

to    production    from   the   Darjeeling    and   Assam    gardens.



Likewise, the Company endeavours to care for all its employees by

providing medical, educational and welfare facilities way beyond

the                         basic                       requirements.



The Company‟s overall philosophy is excellence in all spheres of its

operations.

Fact Sheet Capital History The Company‟s shares are listed at the

Bombay Stock Exchange Ltd (BSE). The first public issue of shares

was made in September 1979. Since its incorporation four Bonus
Issue of shares have been made as follows:-
Rs. /million

                               Capital        (After
                Year
                               increase)

Original Capital 1977          22.2

Bonus 1 for 5   1984           36.0

Bonus 1:1       1987           72.0

Bonus 1:2       1990           108.0

Bonus 1:1       1992           216.0

Thus, Bonus shares constitute 86% of the share
capital.
Salient Financials/Statistics



As at 31st December                 (Rs. in millions)

                  2009     2008     2007      2006      2005

Fixed Assets
                  686.14   556.16   494.58    451.84    476.34
(Nett)

Equity
Shares (Paid 216.00        216.00   216.00    216.00    216.00
Up)

Reserves
                  893.01   574.67   474.61    478.35    454.16
and Surplus

Secured and
Unsecured         92.56    298.10   341.42    317.58    384.74
Loans

Net      worth
per      Equity 51.34      36.61    31.97     32.15     31.03
Share (Rs)

Total no. of
                  13,057   13,497   13,581    14,379    15,023
shareholders

Total planted
area              9,669.49 9,659.22 9,657.58 9,641.40 9,696.06
(hectares)

Number       of
                  25,357   25,205   25,093    25,112    25,439
Employees
                                 2009             2008             2007

Sales                            3,721.59         2,940.50         2374.33

Profit/(Loss) Before Tax         530.67           235.19           104.71

Dividend Percentage              40.00            30.00            15.00

Production-Kgs(millions)(own
                                 16.16            18.44            18.88
crop)




Group News
1. The Goodricke Group of Companies regret to announce the
sudden demise in London on 29th November 2009 of Mr. Peter
Alan Leggatt , MBE, Chairman of           Goodricke Group Ltd.    &
its Group Companies,       Stewart   Holl     (India)     Ltd,   and
Amgoorie India Ltd.
Mr. Leggatt joined the Board of Directors of the three Companies
in 1988 and was appointed Chairman in 1990. Mr. Leggatt was
the Executive Director of Camellia plc ( one of the world's largest
tea producer ) and Director of number of Group Companies
worldwide.


2. Mr. Peter John Field, Managing Director of Duncan Lawrie Ltd. ,
a private bank based in London and a Director of the above
three companies has been appointed as the Chairman of the
Board of Directors of Goodricke Group Ltd, Stewart Holl ( India)
Ltd. and Amgoorie India Ltd. in place of Mr. P.A. Leggatt.


3. The Goodricke Group continues to sponcer the "GOODRICKE
EAST          INDIA AMATEUR          GOLF         CHAMPIONSIIP”. The 2009
meet will tee off at the Royal Calcutta Golf Club on 21st December
2009.        This    is India's   oldest    golfing   event   and   Indian
professionals on the world circuit like Jeev Milkha Singh and
Jyoti Randhawa started their careers as amateurs in this
Goodricke           sponcered event . The Championship will conclude
on 27th December 2009.

A.   The        following     Gardens      have    been   granted   HACCP
CERTIFICATE for manufacture of Darjeeling Orthodox Black Tea:-

        1.          Goodricke Group Limited


                Badamtam Tea Garden
                Barnesbeg Tea Garden
                Thurbo Tea Garden (Also certified for Green Tea)


        2.          Amgoorie India Limited


                Castleton Tea Estate
                Margaret‟s Hope Tea Estate


B.            The following Gardens have been granted HACCP
        CERTIFICATE for manufacture of CTC Black Tea:-


        Amgoorie India Limited


        Amgoorie Tea Estate
        Borbam Tea Estate
  ADDITIONAL NEWS


   The Annual General Meeting of the members of the Company
was held at Science City mini auditorium
   on 7th April 2009 and all the resolutions as per the Notice of
the meeting were passed. Mr. P.A. Leggett,
   Chairman of the Company chaired the meeting.


    Launch of Goodricke Tea Lounge at Calcutta Cricket &
Football Club at Kolkata in May '09 for Ready to
   Drink iced teas in various flavours like peach, orange, &
lemon and for sale of Goodricke packet teas.




                                                     1.    Himalayan
Odyssey.

Executives from Goodricke Group Ltd joined the sixth edition of
Royal Enfield Himalayan Odyssey and rode to the highest
motorable    mountain    pass    in   the   world.   The   Himalayan
Odyssey which features prominently in the Indian biking calendar is
an annual event organized by the Chennai based motorcycle
manufacturer Royal Enfield ( a unit of Eicher motors ) for Enfield
aficionados across the country and the world and is considered to
be the biggest , toughest and highest road trip organized in the
country. The trip which is considered to be the ultimate test of man
and machine against the forces of nature posed the severest of
challenge to the participants and a number of riders opted out of the
ride at different stages owing either to altitude sickness, inclement
weather or mechanical trouble in their motorcycles. The riders from
our group M/s Vikram Singh Gulia, Abid Rehman and Shaibal Dutt,
all experienced and consistent riders in their own right completed
the Odyssey with flying colors emerging unscathed from the rigors
of the trip signifying the indomitable spirit of Goodricke planters who
are second to none in all walks of life.

                                               2. Sri Lanka Visit
Our General Manager (Eng & Ops), Mr. A. Asthana recently made a
visit to Sri Lanka to observe and assess some Orthodox Machinery.

                                                      3.         Japan
Visit




Mr.     J.   D.   Rai,   Senior   Manager,   Thurbo   TG   and   Group
Manufacturing Advisor for Darjeeling visited Japan on the invitation
of some dedicated Goodricke buyers. He visited The Show room of
Leafull Corporation, Japan and some tea states as well.

Tea first: Goodricke to share profit with suppliers




Bulk Teas
CTC and Orthodox teas from the Dooars, Darjeeling and Assam
gardens are sold in bulk form packed in paper sacks, jute bags or
tea                                                              chests.


The quality and popularity of teas from the Group are reflected in
the prices realized which rank amongst the top in the Industry.


The marketing channels used for bulk teas include the Public
auction System, private and consignment sales, Exports and Direct
Sales either in original or blended form.

Darjeeling The flavoury romance of Darjeeling is best exemplified in

the quality that is produced by Group Gardens like Castleton,

Margaret‟s Hope, Thurbo and Barnesbeg, while the Green Teas of

Badamtam are also greatly sought after. Quality buyers from

Japan, Europe and the USA keenly compete for these teas. Assam

Manufacturing expertise coupled with select planting material have

ensured that the Groups gardens are amongst the top quality

producers. Orthodox teas from gardens like Dejoo, Harmutty and

Orangajuli among others, have built up international reputations

and are very popular with quality buyers from Germany, UK and the

Middle                         East                        markets.



Similarly, the finest CTCs are produced in gardens like Amgoorie

and Borbam who are renowned for their gutty, bright liquors and

attract buyers of premium tea in India and abroad. Dooars Group

gardens in the Dooars have created a niche for themselves with

their full bodied CTC liquors and are strongly competed for. There

are not many quality blends that will not have teas from Group
gardens like Danguajhar, Leesh River or Jiti, among others, all of

whom          are    extremely    popular     gardens      marks.

For further         information      please        write       to:



bsingh@goodricke.com

shiv@goodricke.com

soumitrabanerjee@goodricke.com
Instant Teas Instant Teas – available hot or cold and ready to

drink…



The Goodricke Group developed the concept of instant tea from

green leaf at its R & D centre for 4 years before setting up the

world‟s first integrated Instant Tea Plant at Aibheel Tea Garden in

the Dooars. This is a state of the art, computerised automated plant

and its establishment in 1994 as an Export Oriented Unit marks a

major     development        in      the      Indian    Tea     Industry.



Our Instant tea, available both in Hot Water Soluble and Cold

Water Soluble form, is playing an increasingly important role in the

world beverage scene and is a source of supply to leading

manufacturers of ready to drink products world wide. There is now

also an emerging trend for the usage of tea products in the food,

confectionery     and     personal         care   industries   as   well



Our Instant Tea products can be designed to the customers‟

specification using raw material ranging from black tea to green leaf

from any region. The Plants proximity to the finest quality raw

material available in the area itself is a major factor. It was certified

and awarded Quality Management Systems on 18th September
2000 and is presently upgraded to ISO 9001:2000. It is also

certified for ISO 14000:1996, GMP, HACCP and SQF by SGS

(India) Limited.
Brands
To satisfy diverse palates and match the expectation of the most
discerning of consumers, we have a wide selection of ever
consistent quality brands. These are either single estate for some of
our Darjeeling brands or exclusively blended to bring out the best of
every attribute the consumer desires.
                       MULTI-ORIGIN
DARJEELING
                       BLENDS

                       Goodricke        Premium
Castleton Caddy
                       CTC leaf

Badamtam Chestlet      Goodricke Perfect

Badamtam       Sencha Goodricke Fine Estate
Green Tea Caddy        Tea Bags

                       Goodricke CTC – Leaf
Green Tea Carton
                       & Dust

                       Zabardast – Leaf &
Thurbo Carton
                       Dust

Margaret‟s       Hope Gold Estate Carton –
Caddy                  Leaf

Premium      Darjeeling Nakshatra   Carton    –
Carton                 Dust

Special Darjeeling –
Roasted Jar

Three-in-one
Pinewood Chestlet

Three-in-one   Metal
Caddy



 Darjeeling

 Castleton Caddy

    Darjeeling tea at its proven best – this is
    what the Group‟s Castleton garden offers. It
    is unmatched in its delicate flavour, rich
    aroma and exquisite bouquet. Its unique
    „muscatel‟ tea is comparable to sweet
    summer wines, with fragrant top notes of
    musk.


    Apart from fetching world record prices in the recent past,
    Castleton is also the first tea garden in the world to receive
    the             ISO             9002             certification.


    Packed attractively in metal caddies, this legendary tea is
    prized by tea connoisseurs and those seeking exclusive gift
    items.

    Sizes available: 250.00 , 100.00 gm




 Badamtam Chestlet
   Located in a picturesque valley very close
   to Darjeeling town, Badamtam offers a
   beautiful view of Mount Kanchenjunga in
   the Himalayas and is synonymous with
   exquisite   quality,     particularly   in    the   First   Flush.


   Together with Castleton‟s caddies, Badamtam‟s exclusive
   pinewood chestlets vie for space in gift shops as well.

   Sizes       available:       100.00          gm




Badamtam Sencha Green Tea Caddy

   Japanese type green tea from Darjeeling with a
   typical sencha character i.e tangy, full-bodied
   with a maritime aroma, packed in an attractively
   shaped metal caddy.

   Sizes        available:          0           gm




Green Tea Carton
   Traditional green tea from Darjeeling which is light
   and refreshing. An ideal drink for the health
   conscious. Packed in an attractive carton with
   printed metal foil to retain freshness

   Sizes        available:     100.00       gm




Thurbo Carton

   The Group‟s largest garden in Darjeeling. Thurbo‟s
   indigenous clonal teas have unique character.
   These teas are appreciated by the discerning
   consumer looking for distinctive flavour and taste.
   Available in well protected printed metal foil lined cartons

   Sizes available: 250.00 , 100.00 gm




Margaret‟s Hope Caddy

   This is an exclusive and highly prized garden-fresh
   single estate tea, packed in an attractive metal
   caddy.




   Sizes        available:     250.00       gm
Premium Darjeeling Carton

   An economically priced Darjeeling tea in carton
   pack proves to be one of our largest selling
   Darjeeling    „value   brands‟.    The    blend   of
   Darjeeling brokens and fannings offers the
   consumer both flavour, bright colour and
   briskness. Packed in cardboard cartons with Aluminium foil.

   Sizes        available:       250.00       gm




Special Darjeeling – Roasted Jar

   Available    garden       fresh   from   Goodricke‟s
   famous gardens. These, reusable Pet Jars are
   very popular because of the tea‟s delicate roast
   to enhance the aroma and give it a malty taste.

   Sizes available: 250.00 , 100.00 gm




Seasons - Three-in-one Pinewood Chestlet
   A very special pack of choicest seasonal
   Darjeeling teas – Spring, Summer and Autumn
   teas – 50 gms each.




   Sizes      available:     150.00        gm




Single Estate - Three-in-One Metal Caddy

   This pack contains teas from the three top
   Darjeeling gardens – Margaret‟s Hope, Castleton,
   Thurbo.




   Sizes      available:     250.00        gm




Multi-Origin Blends

Goodricke Premium CTC Leaf
   Premium Assam CTC leaf is packed in foil lined
   pouches, to preserve the freshness for a long
   time.   Teas     from Group‟s     top-end   gardens
   blended exclusively for the brand.



   Sizes available: 250.00 , 100.00 gm




Goodricke Perfect

   This is a „Perfect‟ combination of Assam and
   Darjeeling teas blended by experienced tea
   tasters to give you the strength and colour of
   Assam with the flavour of Darjeeling teas.
   Available in attractive and foil-lined cartons.

   Sizes      available:       250.00       gm




Fine Estate Tea Bags

   Assam teas blended to perfection for quick
   brewing, while maintaining flavour and
   aroma. Available in two carton sizes –
   (25‟s and 100‟s tea bags) and cellophane
   wrapped, this is sold under the brand name of Fine Estate.
   Sizes available: 50.00 , 200.00 gm




Goodricke CTC Leaf

   The pick of our Dooars teas grown on the
   undulating plains at the foothills of the
   Himalayas and select Assams blended and
   packed in metalized pouches. The product
   that gives you strength, taste and colour all in
   one.


   Available in two varieties, Leaf and Dust, they are packed in
   multiple   sizes   of   1    kg,     500   gms.   and   250   gms


   Attractive canvas bags of 5 kgs are also available for
   institutional sales to hotels, restaurants, canteens, corporate
   and other establishments.

   Sizes available: 5000.00 , 1000.00 ,
   500.00         ,            250.00          gm




Goodricke CTC Dust
   The pick of our Dooars teas grown on the
   undulating plains at the foothills of the
   Himalayas and select Assams blended and
   packed in metalized pouches. The product
   that gives you strength, taste and colour all
   in                                                         one.


   Available in two varieties, Leaf and Dust, they are packed in
   multiple   sizes   of   1   kg,   500   gms.   and   250   gms


   Attractive canvas bags of 5 kgs are also available for
   institutional sales to hotels, restaurants, canteens, corporate
   and other establishments.

   Sizes available: 5000.00 , 500.00 ,
   250.00                                   gm




Zabardast Leaf

   Reasonably priced, this value poly pouch
   provides a strong cup of tea as the name
   and the Tiger design depicts on the pack.




   Sizes available: 1000.00 , 250.00 gm
Zabardast Dust

   Reasonably priced, this value poly pouch
   provides a strong cup of tea as the name
   and the Tiger design depicts on the pack.




   Sizes available: 1000.00 , 250.00 gm




Gold Estate (Leaf)

   A unique blend of full bodied teas selected and
   blended carefully to provide great aroma, taste,
   strength and colour, brought to you in an attractive
   carton pack designed to retain freshness of the
   product.

   Sizes available: 250.00 gm
Darjeeling……….. the Queen of teas
Located at around 7000 ft. above sea level with a unique
combination of clonal China, soil, and climate, this region produces
the finest teas known to man on its lush slopes shrouded by
mountain                                                       mist.


Often enjoying royal patronage, the fine teas of this romantic hill
station are light, bright, aromatic and flavoury and are savoured by
connoisseurs                the             world              over.


The Goodricke gardens of Darjeeling enjoy legendary fame and are
often considered as the eight jewels in the Group‟s crown:
                  Associated Company:

Goodricke
                  Amgoorie India Ltd.
Group Ltd.

Thurbo            Castleton

Badamtam          Springside

Barnesbeg         Margaret‟s Hope

                  Dilaram

                  Edenvale / Maharani
                  Research Methodology


RESEARCH OBJECTIVES

The above mentioned review literature would have clearly indicated

the two different strategies adopted by the tea     brands in India

market. In order to understand the depth of the topic the research

objectives have been set by the researcher.

Research Methodology and Design

The research is carried out in three phases:-

1. Phase I- Secondary research phase

During this phase secondary research was done on branding

attributes, tea brands and various attributes considered by buyers

in selecting tea brands. A detailed secondary was also carried out

on India market

Purpose- The purpose of this phase was to develop the structures

questionnaire to be used in this research, decide on attributes to be

used, sampling universe etc.
2. Phase II- Primary Research Phase

During this phase in questionnaire survey were conducted with the

respondents and data was collected. The data was punched and

cleaned to remove the outliers.

3. Phase III – Analysis

Perception of the GOODRICKE TEA was done based on above

responses. Also satisfaction on various attributes are taken.

Research Design

According to Aaker, Kumar & Day (2001) descriptive research

covers a large proportion of marketing research. This being a

quantitative research which is to decide of how one variable affects

another variable, there are three basic types of research design

that is exploratory, casual and descriptive research design. A

descriptive research design is the one that describes something

such as demographic characteristics of consumers who uses a

product or a service. The descriptive study is typically concerned

with determining frequency with which something occurs or how

two variables vary. Aaker and George (2000), a descriptive study

establishes only associations between variables. The purpose is to

provide an accurate snapshot of some aspect of the market

environment, such as:
      -      Consumer evaluation of the attributes of one product

             versus competing products (Opel vs. Honda).

      -      The socioeconomic and demographic profiles (of Opel‟s

             and Honda‟s customers).

There are three types of research designs, namely:

      (a)    Exploratory

      (b)    Descriptive,

      (c)    Causative

            QUALITATIVE VERSUS QUANTITATIVE RESEARCH
                           Qualitative            Quantitative
                           Research               Research
Aim                         To get complete,      To analyze the
                            detailed              collected data
                            description.
                                                  statistically
Researcher                  May only know          May have clear
                            rough idea.            idea in advance
Recommended                 Initially of           Last phases of
                            research process       research process.
design                      Come out in later      designed before
                            stage of               the collection of
                            dissertation.          data
Collection of data          Data gathering         Questionnaires is
                            instrument is used,    used, data is more
                            time consuming         efficient and used
                            and difficult to       to test hypothesis
                            generalized
Form of data                Words, pictures or     Numbers and statistics.
                            objects.
(the two quotes are from Miles & Huberman (1994, p. 40).

Qualitative Data Analysis)



The research methodology used for this study was geared towards

obtaining quantitative data.

SAMPLING

The way a researcher plans to draw a sample is related to the best

way to collect the data. Certain kinds of sampling approaches make

it easier or more difficult to use one or another data collection

strategy. The researcher will use the sampling technique as

opposed to census, because it enables (Saunders et al, 2003) one

to reduce the amount of data one needs to collect by considering

only data from a subgroup rather than all possible cases from the

larger group. Sampling enables the researcher to spend more time

on designing and piloting the means of collecting the data.

Sampling technique has been incorporated in this research

primarily due to time constraints, which cannot accommodate the

collection of information from each member of the population and

also because of the need for increased accuracy in data collection.

According to Rajendra (2003), sampling is the process of selecting

units from a population of interest so that by studying the sample
we may fairly generalize our results back to the population from

which they were chosen. Data is gathered through sampling

techniques since it is usually not economically feasible for

researchers to gather information from everyone (census or

population). This is the reason why the researcher has chosen a

sample for this study. The researcher has selected a sample

(subset or portion) of the population of interest to represent the

larger group.

Sampling Process

According to Tull & Hawkins (2004), when a decision is made to

use a sample, a number of factors must be taken into

consideration. The major activities associated with the sampling

process are (1) identifying the target population, (2) determining the

sampling frame, (3) resolving the differences, (4) selecting a

sampling procedure, (5) determining the relevant sample size, (6)

obtaining information for respondents, (7) dealing with the no

response public and (8) generating the information for decision-

making purposes.

Determining the Target Population

Sampling is intended to gain information about a population. In this

study the sample is clearly defined as 100customers of tea

consumer.
Types of Data collected for the Study

This research combines both secondary and primary data to

achieve research objectives.

Collection of Secondary Data

According to Thorne (1990), Secondary data means data that is

already available i.e., it refers to the data, which have already been

collected and analyzed by someone else. Secondary data may

either be published data or unpublished data. Although the

researcher has not used the secondary data for the purpose of

analysis this has been extensively used by the researcher to

explore various theories attached with the topic that is brand

strategy.

Questionnaire Design and Development

This method of data collection is quite popular particularly in case

of this type of survey which we need.

On this method a questionnaire is sent to person concerned with a

request to answer the question and return the questionnaire. A

questionnaire consist of a number of questionnaire printed or typed

in a define order on a form or set of form

The merit claimed on behalf of this method are as follows
     1.    Respondents have adequate time to give well thought

           out answer.

     2.    Respondent who are not easily approach can also be

           reached

     3.    Results are move dependable and are reliable.

According to McDaniel & Gates (2007), a questionnaire serves a lot

of masters. First, it must lodge all the research objectives in

sufficient depth and breadth to satisfy the information requirements

of the manager. Next, it must „speak‟ to the respondent in clear

language and at the appropriate scholar level. Furthermore, it must

be suitable for the interviewer to administer, and it must allow the

interviewer to rapidly record the respondent‟s answers. At the same

time, the questionnaire must be simple to edit and make sure for

completeness. It should also make easy coding. Finally the

questionnaire must be changeable into findings that response to

the managers‟ unique questions.”
         Data Analysis and Interpretation


In this chapter, analysis of the data obtained from the beneficiaries

of the using tea in their daily life from questionnaire which were

distributed earlier is done

GENDER OF THE RESPONDENT




S.
     Gender          Frequency
No                                              23%



                                                                      77%



1    Male            77

2    Female          23
                                                      Male   Female



     Total           100




GENDER OF THE RESPONDENT

Inference: these finding are obtained after the analysis of question

number 8 which is regarding the gender of the respondent. More

number of the respondent are males




These following finding are obtained after the analysis of question

which is regarding the marital status of the respondent
MARITAL STATUS OF THE RESPONDENT           70




S.                                         60




     Marital Status   Frequency
No                                         50




                                           40




1    Single           63




                                                    63.3
                                           30




2    Married          37                   20




                                                                  36.7
                                           10




     Total            100
                                            0
                                                   Single       Married




Inference:

From the above table it is inferred that 63% of the respondent are

single and 37% of the respondent are married. The total number of

married respondent is lesser.


MARITAL STATUS OF THE RESPONDENT




The demo graph is representing the analysis of the sample martial

status in the society from where the data are collected
These following age group of people are taking tea. The findings

are obtained after the analysis of question .

AGE OF THE RESPONDENT

                   S.
                          Age              Frequency
                   No
                   1      18-23            8
                   2      24-35            18
                   3      36-45            22
                   4      46-60            33
                   5      Above 60         19
                          Total            100

Inference

From the above table it is inferred that

           33% of the respondent aged in between 46 – 60 years

            22% of the respondent aged in between 36 – 45 years

           19% of the respondent aged above 60 years

           18% of the respondent aged in between 24 – 35 years
                                                  35




          8% of the respondent aged in
                                                  30




           between 18 – 23 years is due           25




           to the fact that they are all
                                                  20




                                                  15




           might    be      college     going
                                                  10




           students.                              5




                                                  0
                                                       18-23   24-35   36-45   46-60   Above 60


AGE OF THE RESPONDENT

Graph represents the age group of the respondent and correlated

to the above table The following data represent the profession of

the sample population and this finding are obtained on the basis of

question

OCCUPATION OF THE RESPONDENT

              S. No      Occupation         Frequency
              1          Service            21
              2          Business           34
              3          Professional       8
              4          Student            27
              5          Others             10
                         Total              100
Inference

From the above table it is inferred that

           34% of the respondent is business men and 22% of the

            respondent is in service. Both contribute to 56% of the

            total sample

           27% of the respondent are students

           10% of the respondent belong to other category

           8% of the respondent are professional




OCCUPATION OF THE RESPONDENT



              35




              30




              25




              20




              15




              10




               5




               0
                   Service   Business   Professional   Student   Others
This chart showing the occupation which is related to the above

table

The question of the questionnaire shows the financial position of

the sample in the form of the below table
INCOME OF THE RESPONDENT                   35




S.
     Income      Frequency Percentage      30



No
1    Below Rs. 26              26          25




     2,000
                                           20


2    Rs.,001 - 33              33
     3,500                                 15




3    Rs.3,501    23            23
                                           10


     - 5,000
4    Rs.5,001    14            14          5




     - 10,000
                                           0

5    Over        4             4                Below s$2,000   s$2,001 - 3,500   s$3,501 - 5,000   s$5,001 - 10,000   Over s$10,001




     Rs.10,001
     Total       100           100.00

Inference

From the above table it is inferred that

            33% of the respondent are in the income level of

             Rs.2,001 – Rs.3,500.

            23% of the respondent are in the income level of

             Rs.3,501 – Rs.5,000

            14% of the respondent are in the income level of

             Rs.5,001 – Rs.10,000
           5% of the respondent are over the income level of

            Rs.10,001




OPINION REGARDING INFLUENTIAL FACTOR
   They are

      1.    social status

      2.    Economy,

      3.    peer pressure

      4.    brand image

When the question was asked about the opinion regarding

influential factor, the following responses were obtained with the

help of likert‟s scale method which is express in the tubular form.
                                     Peer
                 Social   Economy               Brand
S.N                                  pressure
                 status   Frequenc              image
o                                    Frequenc
                 Freq.    y                     Frequency
                                     y

1     Strongly   20       25         24         29

      agree

2     Agree      34       33         32         29

3     Neutral    9        23         24         23

4     Disagree   26       14         14         15

5     Strongly   11       5          6          4

      disagree

      Total      100      100        100        100
1. OPINION REGARDING INFLUENTIAL FACTOR- SOCIAL

STATUS

When the question was asked about the opinion regarding

influential factor social status then

Inference

From the above table it is inferred that

34 of the respondents out of 100 agree that they are influenced to

purchase costly tea because of its status symbol. 26 of the

respondents disagree agree that they are influenced to purchase a

costly tea because of its status symbol. 20 of the respondents

strongly agree that they are influenced to purchase a costly tea

because of its status symbol.

When taking both strongly agree as well as agree the total 54

responses are agree that social status have the strong influence in

comparisons to 37 (26+11=37) which are disagree.

Finding

The social status influence on purchasing costly tea. More than half

of car owner show that they are influence by social status. Only 11

% show the social factors does not influence.

2. OPINION REGARDING INFLUENTIAL FACTOR- ECONOMY
When the question was asked about the opinion regarding

influential factor- economy, the following responses were obtained

with the help of Likert‟s scale method

Inference

From the above table it is inferred that 33 of the respondents agree

that they are influenced to purchase a costly tea because of its

economy.25 of the respondents strongly agree that they are

influenced to purchase a costly tea because of its economy.14 of

the respondents disagree that they are influenced to purchase a

luxury car because of its economy.

Finding

Only a few % of beneficiary are strongly degree for influenced by

economy factor. Maximum beneficiary show that economy plays a

vital role.

Finally, it is concluded that economy play important role to

purchase a costly tea.
3. OPINION REGARDING INFLUENTIAL FACTOR - PEER

PRESSURE

With reference to the questionnaire, when question was asked

about the opinion regarding influential factor- peer pressure; the

following responses were obtained with the help of Likert‟s scale

method.

Inference

From the above table it is inferred that

32% of the respondents agree that they are influenced to purchase

a tea because of peer pressure.24% of the respondents strongly

agree that they are influenced to purchase a luxury car because of

peer pressure.14% of the respondents disagree that they are

influenced to purchase a tea because of peer pressure. Total 56

responses are agreed with respect to 20 which are disagreeing

means that peer pressure is an important influencing factor.

Finding

Only one-fifth part of beneficiary says that peer pressure is not an

effective influencing factor. It is also found that ¼ are sample are

influence
4. OPINION REGARDING INFLUENTIAL FACTOR- BRAND

IMAGE

Inference

From the above table it is inferred that

           29% of the respondents strongly agree that they are

            influenced to purchase a luxury car because of its brand

            image.

           29% of the respondents agree that they are influenced

            to purchase a luxury car because of its brand image.

           15% of the respondents disagree that they are

            influenced to purchase a luxury car because of its brand

            image.

Finding

Nearly about ¼ beneficence of total sample is not giving their votes

for brand image influence. They are neutral but majority of

beneficially admitted the brand image influence.
Does celebrity endorsement help in sale promotion effectiveness?

     Yes [ ]                          No [ ]          Can’t say [ ]




     Options                Percentage of
                            Respondents
Yes                   75
no                    13
Can’t say             12




Interpretation :



      75% of the respondents say that the celebrity endorsement help in

sale promotion effectiveness.
Q3. Which Brand is better in terms of margin ?




           GOODRICKE TEA
                                                  65
           OTHER
                                                  35


  70
  60
  50
  40                                         GOODRICKE TEA
  30                                         OTHER

  20
  10
   0




Interpretation :



Most of the respondents say that GOODRICKE TEA, having good margin.
Q4. Which Brand is better in terms of customer Demand ?



          GOODRICKE TEA
                                                   75
          OTHER
                                                   25


  80
  70
  60
  50
  40                                    GOODRICKE TEA
  30                                    OTHER

  20
  10
   0




Interpretation:

Most of the respondents say that GOODRICKE TEA Brand is better in

terms of customer Demand.
Q5. Do you think that the promotional material provided attracts

customers?


      Options               Percentage of
                            Respondents
Yes                  68
No                   32




Interpretation :



68% of the respondents say that promotional material attract customers.
Q6. How is the credit policy of the company ?


     Options                 Percentage of
                             Respondents
Good                  36
Average               42
Poor                  22




Interpretation:

42% of the respondents say that the credit policy of the company is

average, 36% of the respondents say that the credit policy is good.
Q7. Does the GOODRICKE TEA provides you promotional material ?




      Options             Percentage of
                          Respondents
Yes                  80
No                   20




Interpretation :

80% of the respondents say that GOODRICKE TEA provides promotional

material and 20% of the respondents say that GOODRICKE TEA provides

them promotion material but due to less space they are not using

promotional materials.
Q8. Is the promotional material provided by the GOODRICKE TEA

effective ?


      Options             Percentage of
                          Respondents
Yes                53
No                 44




Interpretation :

56% of the respondents say that promotional material of GOODRICKE

TEAis effective.
Q9. Are you interested in Selling GOODRICKE TEAsome brand more If

the company provides you attractive margin?


      Options              Percentage of
                           Respondents
Yes                 76
No                  24




Interpretation :

Most of the respondents are ready to Sell some of the brand more if

GOODRICKE TEA the company provides attractive margin in that brand?
Q10. What are the responses of customers after sales promotional activities of
the company

     Options                 Percentage of
                             Respondents
Excellent             5
Good                  10
Average               12
Poor                  6
Can't Say             17




Interpretation :

5% respondents say that responses of the customer is excellent after sales
promotional activities, 10% say it is good, 12% say it is average, 6 say it is poor,
17% cant say about the responses of the customers.
                           CHAPTER-VI

     CONCLUSION AND RECOMMENDATIONS


The Study has been done for brand strategies of GOODRICKE TEA. To
full fill our achievement we had gone through the questionnaire and
collected data. After analysis of the data we have come to some
conclusion.

We have seen in the various tables that some results are very charming.
Social status influence the car purchasing and economic factor also
influence. Our study shows that brand image influence the marketing.

The study shows that some areas are very important for any brand
Strategies. The brand Strategies of company think over the taste of tea.
The display of boards and behavior of dealers and sale representative
play important role. It also recommended that extra curricular activity of
company must take place in society like exhibition and some seminar so
the public must aware and can guide to their friend and relative.
                                APPENDIX
               APPENDIX –I QUESTIONNAIRE


The following data will only be used for classification purposes and will be
kept strictly confidential
1.] Which of the following tea you take?

      GOODRICKE TEA             []           other than GOODRICKE TEA [ ]

2.] Specify the importance of the following factors which influenced you to
buy this tea

S.   Description            Strongly Agree Neutral Disagree Strongly
No                          agree                                   disagree

1    Social status

2    Economy

3    Peer pressure

4    Brand image

3]    Name
[Optional]:__________________________________________________
_____

4]    Gender:        [ ] Male   [ ] Female

5]    Age: [ ] 18-23      [ ] 24-35   [ ] 36-45   [ ] 46-60   [ ] Above 60
6]   Occupation:        [ ] Service [ ] Business          [ ] Professional   [   ]
Student          [         ]         Others           (Please           Specify)
_____________________________________

7]   Marital status:           [ ] Single   [ ] Married

8]   Gross monthly income (Before taxes):

     [ ] Below Rs. 2,000             [ ] Rs. 2,001- Rs. 3,500

     [ ] Rs. 3,501- Rs. 5,000        [ ] Rs. 5,001- Rs. 10,000

     [ ] Over Rs. 10,000

                  APPENDIX – II
           REFERENCES & BIBLIOGRAPHY

          Aaker (1991) Building Strong Brands; New York: Free
           Press

          Keller - Strategic brand management, Pearson
           Education page-36-37

          Aaker (1991) Building Strong Brands; New York: Free Press

          Branding: A Practical Guide to Planning Your Strategy, By Geoffrey
           Randall Published by Kogan Page Publishers, 2000 Page-2-3

          Branding: A Practical Guide to Planning Your
           Strategy, By Geoffrey Randall Published by Kogan
           Page Publishers, 2000 Page-2-3
   Keller - Strategic brand management, Pearson
    Education page-63

								
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