1. WEL-COME Presentation on Consumer Behavior. (Case Study) Presented By: Sachin C.Patil.

2. TATA TEA LTD

3. TATA TEA LTD: Started in 1962. 1983 fully owned by TATA. Major tea manufacturing company. Indian MNC. Diversified in to coffee. 25% Market Share. 56 estates in four states. Produce 59 million kg/year.

4. Types & Brands of Tata: Tata tea. Premium & Chakragold. Gemini. Leo. Brahmaputra. Snapple. Agni.

5. Agni signifies strength & purity. Agni sounds very much Indian. Agni is a common name,easily understood. Easily pronounced. Agni

6. Age group. Region. Income. Price. Usage. Market Segmentation variables:

7. Promotion Mix : Mass media communication. Print media. Sales promotion. Wall shop painting. Local fairs/mela.

8. Economical tea. Idea to Co-relate indian woman with Agni. Celebrity endorsement. Attractive packaging. Product positioning:

9. The speed of acceptance among consumers and channel members Intensity of distribution Production capabilities Promotional capabilities, Prices, Competition Time period to profitability and commercialization costs. Need to understand.

10. Lack of differentiating advantage Poor marketing plan Poor timing Target market too small Poor product quality No access to market Why New Products Fail