Tea Case Study

India is famous for its grand celebration of festivals. These festivals are the heart and soul of the country.

Of these, Tyranny or Kite flying is one that stands tall. The fascination associated with kite flying cuts across age groups, class and communities. Due to this, manufacturing of kites is a serious business. It attracts big names of the corporate world as kites provide for the most cost-effective opportunity for branding. Keeping this aspect in mind, we intend to manufacture kites representing our brand go and theme.

This will go a long way in establishing our brand presence and creating consumer mind space.

Also, manufacturing kites could serve as an additional source of Income which can then be used for further expansion of the tea chain. This salary strategy can be applied to various other festivals. For the purpose of selling, we intend to create our own stalls, which are to be decorated in a manner that incorporates the festive mood of the people. The stalls could be located at malls, at open spaces where foot traffic is high, even outside cinema halls and in public parks.

The agenda is to choose places which are frequently visited. In this way, people would be able to buy kites in their leisure time while they are moving around and having a good time with their families.

Using kites as a medium of promotion, will serve the purpose of attracting consumers at the initial stage while fulfilling our main focus of establishing the presence of Cutting Chat. Selected products from our range at “Cutting Chic” would be available at the stalls for tasting, which would spread the word and popularize our products. Ay to a beverage that is considered more of a Juice, a health drink or as a plummet to cold drinks, more as a thirst quencher. ONLINE AND SOCIAL MEDIA * Music is the language of the heart. It is something that instantly connects to every single person irrespective of their age, class, social status, gender, etc. This is precisely why our promotional strategy is a musical.

We plan on facilitating a tie up with a local musical band and a team of amateur video makers who might not be very well established but who have a good fan base on the internet and social media.

This musical band and video makers can help us come up with an excellent musical video hat would revolve around the theme ‘l love tea’ with visuals that complement the setting of the tea house which is ‘nostalgia’. At the end of this video, the “Cutting chic” tea house’s logo can be mentioned along with the address and catchy lines like, ‘Revive your love for tea, come to Cutting Chic’. This music video can then be shared on Youth and all social networking sites like backbone, Twitter, Google+ etc for massive publicity online.

Furthermore to make our online presence felt at a larger level, we aim at creating a special page for ‘Cutting Chic’ with exclusive pictures of the tea house and also details of the menu and special varieties that we serve. Also provide various coupons and combo offers through this page. This page can then be largely advertised on various other pages like Cityscape on backbone that promote various restaurants and eaten. PRINT MEDIA We aim at conducting a print advertisement campaign in the newspapers of both regional language as well as English.

This campaign would contain a series of print advertisements that would be featured in the newspaper for 5 days of the week prior to the opening of the tea house. Each advertisement would contain a unique approach containing the setting and features of Cutting Chic tea house without actually mentioning the brand name or logo of the company.

This would generate a curiosity in the minds of the customer before the final 5th advertisement, containing the complete name and details of Cutting Chic tea house, is featured on the cover page of the newspaper.

TIE UPS WITH CHARITABLE ORGANIZATIONS As an effective promotional activity we will be Joining hands with charitable organizations. Not only that, we will be accepting various art and craft works like paintings, handicrafts, simple accessories and the like by the inmates of these heritable organizations to decorate the teahouse and also make them available for sale to the local customers who visit the tea house. Thus we hope on helping these organizations increase their funds by help from Cutting Chic as well as give the customers a feel of having contributed for a good cause.

OFFERS AND FREEBIES * Customers who walk in to Cutting Chic in the first two months from the date of opening will be given attractive discount offers and coupons like ‘Buy one item and get any other item which is half the price of the first item, for free’ and combo offers eke ‘Get any variety of tea with a snack for reduced rates’.

We will also provide an early-bird free customer membership cards in which points would be added every can redeem any item on the menu for the value of the points. Additionally, we also encourage the customer to trade his old books and magazines to increase our library collection in return for attractive discount offers and membership points. IDENTIFY THE TARGET SEGMENT (EXPLAINING THE REASONS FOR CHOOSING THE PARTICULAR SEGMENT) The segment that we intend to target for the tea chain is based on the following factors: I. ) Demographics: Age Group 20-35 years Primarily known as the youth or the young generation, these are the people who love varieties and are open to new products which in this case are the new varieties of tea.

In addition to this, another reason for choosing this particular target segment is that they form a large chunk of the city population owing to the fact that it is a hub of colleges.

Further, since there are not many well known tea houses in Mohammedan, in comparison to the numerous coffee shops, this tea chain aims at attracting the youth by also portraying the fact that tea drinking is healthier than coffee drinking. Age Group 35 and above This target group consists predominantly of the working population that would want a serene place for a small talk or maybe even a good evening. T. ) Chirography’s * Business Class The reasons for targeting this particular business class is the fact that trade and business has been one of the primary occupations of residents of Gujarat and during many instances businessmen face a lot of difficulty when it comes to choosing a place for an informal meeting with a client. Hence through the tea chain we aim at giving these businessmen the perfect ambiance to sit and have an informal business invitation over a cup of tea.

DEVELOP A PRICING STRATEGY THAT SUITS THE SEGMENT The pricing strategy adopted is Penetration pricing.

We believe that our product, the tea chain, is of the nature that can gain mass appeal fairly quickly. Keeping this in mind, the prices charged will be in such a way that people find it affordable. The price range would be between, RSI 50-200/- Another reason for adopting penetration pricing is to be able to target a large segment of the society; this section consists of people from different age groups and from different strata of life. The pricing cession is also based upon consumer expectation, market and competitor pricing.

The consumers generally associate tea as a brand with low to medium prices, also in Mohammedan the trend of tea chains has not yet set in, so the main competitor for Cutting Chic are the existing coffee chains in the city. To counter these coffee chains, the price range at Cutting Chic has deliberately been kept on the lower side. THE THEME OF THE CAFE? your own home brew tea customized to your taste as well as with various other options to choose from, we intend to bring back the era of drinking tea as before.

Being the largest consumer of tea, our love for this beverage has never been less but what changed was the way it is consumed. With the advent of coffee as well as other beverages in the form of popular chains around the country, tea became more of a homely drink. Also the cravings for tea were not fulfilled due to insufficient options available outside the home.

Thus, we at “Cutting Chic” intend to bring you your own flavor of tea customized to your taste. Not only that but for all those cool drinkers we offer our “Take a Chill Pill” range of ice tea with various flavors to look out for.

Also not to forget is our “Drink to Trim” range which offers a specialized menu for the health freak drinkers be it Green tea with antioxidants or Peppermint tea which builds up immunity, we have it all including the ones you would not know of. The setting of “Cutting Chic” keeping in mind our customer base would be of two kinds: * At the entrance we would have a lawn for that laid back evening that you desire and enjoy your favorite tea. * Also an inner closed space which provides you the right ambiance for a small talk, formal or informal.

To keep the theme intact we would have Solid Oak Wooden Furniture inside as well s outside. In the lawn we would also have Porch Swing in which people could relax in the evenings Service: We plan to provide our customers with the comfort of serving their tea at their table and that too in our range of authentic teapots. And to add spice to it our waiters will be dressed in the traditional attire of the state. For example for Mohammedan, the traditional dress of Guajarati men is the Kurt (called gazebo) and pajama (called lengths) so we would make the waiters wear it.

The aura that we intend to create in our cafe© also relates to the nostalgic feel as we loud draw up a flowchart to showcase the history of tea in India.

Adding to that would be basic information about the various kinds of tea available with us to highlight their ingredients as well as health benefits if any. We also want to satisfy the inquisitiveness of our customers about how tea is manufactured so we provide you an insight into tea manufacturing process by few of our innovative entertainment options SUGGEST THE KINDS OF PRODUCTS (SPECIALLY THE KINDS OF TEA) TO BE SERVED. Types of tea- Drink to trim- No time to exercise??

Are you looking for a healthy alternative?? This is your one stop destination… Herbal tea- Herbal teas make for wonderful, low calorie, relaxing drinks.

Try these options for their fragrance and appeal… Nettle, Chamomile tea, Ginger tea, Peppermint tea, Lavender tea, Lemon balm tea, Rosemary tea, Milk thistle, Hawthorn * Indian tea- Taste the chic of India, relish the amazing zeal and vigor it offers…

Assam tea, Inkling tea, Miasmal tea, Bad tea, Kodak chic, Mali mar eke chic * Flavored tea- For the person of many choices, We present you our variety of amazing flavors…

Earl Grey tea, Lapsing Couching, English breakfast tea, Irish breakfast tea, Jasmine EAI * Snacks – Don’t content yourself with only tea, We offer you much more..

. With a heart warming TWIST… Samos, Deal Dhotis, Dakota, FDA, Affairs Falafel, Ganglia, Shaman, Shaking, Alva Karachi, Mathis, Shaker, Seven Shaman.

Also, Abaci no rotor, Bakery, Debark and Toothpaste… The twist in this case, is that our palate of snacks is different from the conventional one. We offer the same products with a healthier approach.

For instance, the Samos offered will not be the regular allow Samos, it will be a healthier version, stuffed with vegetables and cooked in olive oil. Also, the snacks we have decided upon are specific to Mohammedan. On similar lines, different products will be offered in different cities, depending upon specific likes and dislikes. For all those bookworms who love to read over a cup of tea, we hope to provide a mini library at the Cutting Chic tea house.

This library would contain books and magazines of various genres as per availability and the collection is subject to increase since we provide an excellent trade offers for old books.

However we will not be offering books or subscription since we would want the customer to come back to Cutting Chic to get the feel of reading the book in the excellent ambiance that we provide and even BOARD GAMES For those who come to Cutting Chic Just to ease their minds off the disquiet of the mind, we provide board games like Chess and Scrabble.

A fun game with a partner over a cup of favorite variety of tea always helps ease one’s mind and feel light. Wife CONNECTION We will also be providing free Wife connections as well as electrical outlets under each table to serve the needs of all those entities who would come to Cutting Chic. ORCHESTRA While we cater to your taste buds with our great varieties of tea and other delicacies, we also provide u with a visual and dial treat by hosting live performances of various local bands and orchestras, every evening at Cutting Chic. CROSSWORD One wall Just near the entrance of the closed space from the garden would have a huge crossword which will relate to the tea history as well as kinds of tea available in the cafe©.

This would build up the interest of the customers as well as add up to their knowledge, giving them an edge over their peers( Yes they can flaunt it too).