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Gujarat Tea Cpus and Packers Limited: Example

 Gujarat Tea Processors and Packers Limited: Case Study Dissertation

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Gujarat Tea Processors and Packers Limited

In 1992, Gujarat tea Processors and Packers Limited (GTPPL), manufacturer-cum-marketer of WAGH BAKRI brand of tea, introduced a brand new product in to the market – tea Quik tea bags. GTPPL, a respected player inside the Gujarat tea market has been in this organization since 1893. Wagh Bakri range of products appreciated 50-55 % of Ahmedabad dust tea market in 1994-95. Nevertheless the market respond to Tea Quik, as far as revenue are concerned, had not been upto the mark. In 1994-95, GTPPL managed to offer 300 kilogram of Tea Quik in Ahmedabad industry whereas Taj Mahal, it is nearest and only rival, marketed 1000 kg.

The size of tea market in Ahmedabad was approximately forty five, 000 Kilogram. Of this about 1300 kg (3. 25% on volume terms) was that of tea bags as well as the remaining consisted of leaf tea and CTC. Tea was sold in the loose form and packaged form. (The related figures were 70% and 30% correspondingly – in volume terms). GTPPL procured tea by Calcutta auctions and blended it to fit the local (Gujarati) taste. GTPPL executives had no strategies to enter the national market in the near future and wished to strengthen their command in the local market. Product brilliance (the " Gujarati” blend) and consumer loyalty appeared to be the corner stone of the business for GTPPL. According to GTPPL options, their secret in the business had made WAGH BAKRI a household name. Additionally, Wagh Bakri had been capable of enjoy extended acceptance via generation to generation in Gujarat.

The reasons for releasing Tea Quik tea luggage in 1992 were twofold:

1 . The Merger of Lipton India Ltd. with Brooke Connection Ltd. to create BBLIL got further focused the position of such already good corporate players. As results of this, the Red Label brand was revitalized as well as its share increased from doze. 4% to 14. five per cent (by volume) at all India level and from 13% to 18. 8% on the western part of the country.

Also as a result of sheer size of their functions and the monetary strength, the...

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