They wanted to reinvent their major tea brand in India. Hence understanding the changing behavior of consumers was critical.
Apart from reinventing the brand, the client wanted to understand in-depth how to make the next move in the tea category.
Health was being considered as a critical positioning platform for the brand.
The Methodology –
Focus Group Discussions with In-Shop visits to retail outlets evaluating tea brands (2 days) covering seven cities in West and North Markets of India.
Quantitative Face to face in-home Usage and Attitude Study in 22 towns covering retailers and consumers. A total sample of 3500 consumers and 450 retailers.
The Outcome –
The insights threw up the awareness of the brand, usage, and equity for major tea brands in India
Using the path to purchase and decision-making process (including frequency of tea purchase, influencers, reasons to believe, etc.) the client was able to understand how the category has progressed over the last few years.
Satisfaction and NPS of tea brands in India were uncovered with reasons thereof.
Brand image, expectations in terms of innovation, communication was studied.
