Introduction
Brooke Bond is a brand name associated with tea and is owned by Hindustan Unilever Limited. It is one of the oldest brands with the finest tea quality in the country. Brooke Bond Red Label is one of the leading brands in the food & beverages sector. In this article, we are providing the marketing mix of Brooke Bond TEA along with its STP, SWOT Analysis and many more.
Brooke Bond Tea Product mix
Brooke Bond Tea is available in many markets via its sub-brands Brooke Bond Taj Mahal, Brooke Bond Red Label, and Brooke Bond Lipton. The company’s tea brand was launched in India in 1903 as Brooke Bond Red Label. It is also one of India’s oldest tea brands.
This leading tea brand of India touches the lives of more than 500 million consumers. The product comes in two versions: leaf and dust. Some of its products include-
- Red Label Natural Care
- Special Red Label
- Red Label Dust
- Red Label Gold
Brooke Bond Taj Mahal, a premium product for upper- and middle-class society, was launched in 1966. It was the first to offer tea bags and tea as a premium product. There are many variants, some of which are listed below:
- Brooke Bond Taj Mahal Earl Grey Green Tea
- Brooke Bond Taj Mahal Ginger Tea
- Brooke Bond Taj Mahal tea bags
- Brooke Bond Taj Mahal Masala
Brooke Bond 3 Roses tea is loose tea that’s sold in South India. Brooke Bond Taaza was introduced to the beverage market by a year in 1990. It was a refreshing, unique blend of tea and green tea.
Brooke Bond Tea Place mix
Brooke Bond is a well-known brand with a network in India, Pakistan, Japan, West Indies, West Indies, and the United Kingdom. It is an intensive channel that allows for quick and efficient dispatch to retail markets. It uses both direct and indirect distribution channels for its products. This includes the services of the manufacturer and wholesaler to reach their consumer. Brooke Bond’s products are readily available in all parts of India because it has been able to penetrate both the urban and rural markets.
Brooke Bond products can be found in many places, including convenience stores, corner shops, and supermarkets. Brooke Bond Tea is India’s oldest tea manufacturer. It has also undertaken corporate tie-up to market its products. Brooke Bond tea can be made by several tea outlets and sold directly to customers.
Brooke Bond Tea Price mix
Brooke Bond Tea is well-known because of its many sub-brands. The company has a competitive pricing policy. The company’s marketing team has collected vital information about competitors as well as about the consumers and their willingness to spend money on this product. It decided to implement a value-added pricing policy after consulting with its analytical team. This was to best suit both the consumer and the company. Brooke Bond Taj Mahal, its premium brand, has maintained a slightly higher price range but Red Label products have kept their reasonable pricing policies and kept marginally lower prices. It is easier to purchase products according to your needs.
Brooke Bond Taj Mahal, its premium brand, has maintained a slightly higher price range but Red Label products have kept their reasonable pricing policy and kept marginally less. It is easier to purchase products in different sizes, so it is easy for customers to choose the right size.
Brooke Bond Tea Promotion mix
Brooke Brand Tea’s commitment to its customers has had a positive effect. To increase its brand visibility, it has used good advertising. Brooke Bond launched an advertisement campaign to acknowledge women’s empowerment and their need for Brooke Bond Tea as a source of sustenance. The catchy commercials air on TV, radio, newspapers, and magazines.
Brooke Bond Tea offers discounts at certain times as part of its promotional policies. Brooke Bond Tea also offers additional products such as 50gm of free tea with 250gm packets.
SWOT Analysis
Strengths
- Rich taste and flavor
- Unique aroma
- Good packaging
- Good advertising/ brand visibility
Weaknesses
- Affected by moisture/storage problem
Opportunities
- Corporate/hotel tie-ups
- Cheaper packets for rural areas
Threats
- Competing tea brands
- Preference for people having coffee or other beverages
STP
Segmentation
A similar set of needs and wants defines a particular market segment. Brooke Bond Tea recognizes different customer segments across regions, demographics, lifestyle and behaviors.
Targeting
The main target of Brooke Bond Tea is the middle class and upper middle class that accounts for nearly 300 million people. It also targets the youth encouraging them to embrace social messages and positioning itself as a social awakener brand.
It targets women, who are the influencers and deciders in the buying process, especially the housewives, and appeals them to exercise their power to vote in the electoral process.
Positioning
Brooke Bond Tea Global Beverages positions itself as a ‘Good For You’ beverage brand.
Brooke Bond Tea positions itself as a young and vibrant brand. The message they wish to convey through their cause marketing campaigns is “being the change that we want to see”.
Conclusion
Brooke bond is the largest and oldest tea manufacturer in India, as-well-as many other countries. Its special features and unique quality makes it distinct it from other tea brands. Due to its popularity it’s also known as the ‘Teacup of the Nation’.
