All cannot be blamed on poor brand performance; aggressive ad campaigns by rivals also took its toll
Brooke Bond has been one of HLL’s most popular brand
s in Indian tea market. But, last year HLL announced VRS (Voluntary Retirement Scheme) for its frontline salesmen. Around 150 salesmen from the Brooke Bond team took up the offer. The intent behind this move was to have a smaller but more disciplined sales staff. Clearly, something was amiss. No wonder, Brook Bond’s ranking in the 4Ps B&M India’s 100 most valuable brands fell by 18 points (from 79 in the previous year to 95 this year). One reason for the fall can easily be attributed to competition (read: aggressive marketing promotions by rival Tata Tea), which seems to be eating into Brooke Bonds’ market share and brand visibility in the Rs 6,500 crore organised Indian tea market. Small wonder then that Brooke Bond is focussing its energies on boosting its various sub-brands (Taj Mahal, Red Label, Taaza and 3 Roses – distributed in south India) straddling the mass, niche and lower segments of the market, and is now focussing on value-added flavours and varieties. Despite all odds that seem to be grappling this brand currently, the fact remains that Brooke Bond continues to be the largest selling tea brand in India. Having first introduced the country to the teabag format, this brand is not the sort to give up easily!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Brooke Bond has been one of HLL’s most popular brand
s in Indian tea market. But, last year HLL announced VRS (Voluntary Retirement Scheme) for its frontline salesmen. Around 150 salesmen from the Brooke Bond team took up the offer. The intent behind this move was to have a smaller but more disciplined sales staff. Clearly, something was amiss. No wonder, Brook Bond’s ranking in the 4Ps B&M India’s 100 most valuable brands fell by 18 points (from 79 in the previous year to 95 this year). One reason for the fall can easily be attributed to competition (read: aggressive marketing promotions by rival Tata Tea), which seems to be eating into Brooke Bonds’ market share and brand visibility in the Rs 6,500 crore organised Indian tea market. Small wonder then that Brooke Bond is focussing its energies on boosting its various sub-brands (Taj Mahal, Red Label, Taaza and 3 Roses – distributed in south India) straddling the mass, niche and lower segments of the market, and is now focussing on value-added flavours and varieties. Despite all odds that seem to be grappling this brand currently, the fact remains that Brooke Bond continues to be the largest selling tea brand in India. Having first introduced the country to the teabag format, this brand is not the sort to give up easily!For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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