Market study for LUP; Brooke Bond Lipton India Limited

Abstract

This study was authorised by Hindustan Thompson Associates (HTA) lo study the Lower Unit Packets (LUP) market. Brooke Bond Lipton India Limited (BBLIL)'s LUPs was selling well in the rural market but the company did not know much about the target market, This study was undertaken with a view of identifying the actual consumers of LUPs, their socio-economic background, their attitudes/opinions towards the tea they buy or would like to consume and their awareness/knowledge of the tea brands available in the market. This study would ultimately lead to the development of a communication process for increasing brand awareness among these consumers. Also this study would help in the formulation of a strategy for launching of new LUP brands. From the study it was found that the consumers of LUPs were poor landless labourers, daily wage earners or people engaged in menial labour. A majority of them earned less than Rs 500/- per month. Most of them were heavily in debt. They resided in the rural areas. They are heavy drinkers of tea with majority of them consuming more than 2 cups of tea per day, The benefits that they derive from drinking tea is that they like its bitter taste, for regaining energy or for assuaging hunger. Most of them drink because they are addicted to drinking tea. They are illiterate and their brand awareness is practically nil. They buy whatever tea dust the retailer gives them. Children are - the actual buyers from the retailers most of the time. The normal communication channels like T.V, newspapers, magazines are practically non-existent. New communication channels like vans fitted with videos, wall paintings, door to door selling, events sponsoring etc have been employed to reach these consumers.