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Focus Concepts
Concept 1: Retail Packs(Pyramid Bags)
Activations
MT - Hypercity, Food Hall, Nature’s Basket, ABRL, Total,
Nilgiris, Star Bazzar, Le Marche, Lulu, Gourmet West, Reliance,
Spencer's, Walmart, Easy Day, Ratnadeep.
TT( GT)-Delhi (Khan Market, INA, Sadar Bazzar), Pune-
Dorabjee, Mumbai-Society, Rakhangi, Wellington, Alfa, Café
Galleria, Rajat, Regal, Premsons, Kings Plaza.
Current 8 variants in tea bags, new variants can be added in tea
bags and also loose tea in tins.
For Customer
Introduction to the brand.
Quality tea with finest ingredients at great pricing.
Trial pack if she/he does not want to spend more in terms of
buying the loose tea.
Easy option of brand switch from his current tea bag brand.
Details of website on the pack to know more.
Concept 1:Retail Packs(Pyramid Bags)
For TCOW
Introduction of our brand as tea bag concept is well accepted and
growing in India.
Wider reach to customer base by penetration in Tier II and Tier
III cities.
Initiate trials through sampling.
Insights on customer feedbacks through loyalty programs of
retailers.
50% of the total sales to be targeted through tea bags averaging
around 1000 tea boxes per day.
Investment
Sales team of 5 in Mumbai (MT & TT) with a average salary of
Rs. 7000/- to 10000/- to start.
Tie up with agencies proving promoters for sampling activity; to
be trained by TCOW.
Set up of distribution network.
30 bags per min
1800 per hour
12600 per 7 hours shift
630 boxes per shift
For Customer
Showcase of entire assortment of tea, accessories & gifting.
Customer can have a touch & feel of the product, taste teas and
learn brewing techniques.
Browse our website & learn more on tea through touch screen
monitors.
Avail benefits through Loyalty Program of TCOW (to be planned
in near future).
Concept 2: Shop In Shop
For TCOW
Brand building by showcasing the entire range.
More personal touch, better chances of conversion, upselling &
getting gifting orders.
Chain of tea stores 1st of its kind in India.
30% of sales to be targeted at an averages of Rs. 3 lacs per store
per month.
Investment
Sales team of 3 per store, with good communication skills and
excellent product knowledge.
Billing through own cash tills in case of stand alone stores or
kiosk in malls.
Software for own billing having provision to capture data for
Loyalty Program in future.
SOP for billing through cash tills of retailers for SIS.
TOT / agreement / contract with retailers where SIS will be
operational.
Concept 3: HORECA
Activations
All major Hotels
Specialty restaurants
High end caterings
Weddings.
Hotels
Tea bags in rooms and on breakfast counter.
Loose tea on breakfast counter and in restaurants (to be served
prepared).
Exclusive partnership for High Teas, Conferences, weddings and
other such events.
Feasibility of private label and co branding of tea bags.
Tea counters at weddings and parties.
Gifting options at weddings.
Concept 3: HORECA
For TCOW
New medium of introducing the brand to the customers.
More trials from one location as people from all over the globe visit
different hotels.
Trials of both tea bags and loose teas.
More consumption leading to bulk buying.
Trials in hotels will lead to secondary purchase through retail & SIS.
12% of total sales to be targeted at an average of Rs. 12 lacs per month.
Investment
Sales team of 2 executives with HORECA experience.
Tie up with Hotel management institutes for Out Door Caterings
during parties and weddings.
Inventory holding capacity for loose tea, tea bags and also gifting.
Continuous follow up for closing the deals as approvals are through
multiple hierarchies.
Will have to get into price wars with competition brands in order to
close the contracts.
Concept 4: Gifting
Activations
Gifting in India during festive season has been mainly dry
fruits, Indian sweets, chocolates.
Customers are now looking for other options in terms of
hampers, art effects, aroma therapy gift set, gift vouchers, etc.
Focus on gifting options during Diwali, Christmas for MNCs,
Banks, corporates (once a year).
Focus on gifting options with wedding invitations, return gifts
for parties & weddings.
For Customer
Unique gifting option for the company who is gifting & also for
the employee receiving it.
Brand introduction and trials of more varieties through single
packs.
Exclusive gifting through customization.
Healthier gifting option.
Concept 4: Gifting
For TCOW
Wider reach through a single point billing.
Bulk orders.
Fast cash; also part payment can be taken as advance for order
confirmation.
5% of sales to targeted through gifting at an average of Rs. 5
lacs per month.
Investment
Sales team of 2 executives.
Inventory holding capacity for tea as well as the packaging
material.
Continuous innovation to stay ahead of the competition.
Flexibility of customization.
Concept 5: E Commerce
Activations
Through our own website.
Through other on line retail sites like Amazon, Big Basket, Local
Banya.
For Customer
Convenient way of shopping for customers who have no time to
visit stores.
Ease of home delivery relieving the customer to travel in the
maddening traffic.
Giving customer a option to choose the time slot for delivery –
currently used by Big Basket.
Browse more about tea on our website.
Educational insights with regards to health benefits, brewing
methods, recipes, etc.
Concept 5: E Commerce
For TCOW
On line retail is expected to grow in food business over the next
5 years.
Entering at the right time will help us tap the market.
Gifting range can be showcased through our .
Wider customer base.
Reach to locations where TCOW has no presence through other
websites’ delivery options.
3% of total sales to be targeted through E Commerce at an
average of Rs. 3 lacs per month.
Investment
Team member with the technical know how.
Strong distribution network for deliveries ordered through our
own website.
Tea Culture Of The World 2016-17 Goals
Apr -Sep 15 1 5 20 1 0
Hotel Management
Hotel Management Background- Preferred.
Skill Sets Hotel Management Background- Preferred IT professional. To be on board by mid year.
Background Graduates, degree, diploma
holders with retail experience.
For Customers.
Best teas from around the globe under one brand.
For TCOW
International brand presence.
Bulk billing.
Private Labelling
For International brands and retailers.