New Product Introduction and
Consumer Behavior of Iced Tea in
Kunde
Submitted by
Kunal Kapoor
Pranay Bhandari
Shivam Singh Dhanjal
Chitresh Jhawar
Tejas Jaiswal
Hitesh Bohara
Anugrah Tibbrewala
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Flow of Presentation
Introduction of the product.
Pricing of the product.
About Kunde.
Segment, Target, Position.
Process.
Questionnaire.
Responses.
Problems.
Conclusion.
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Introduction of the product
Product name - Barfeeli chai
Tag Line - Foorti laye, susti bhagaye, sirf ek glass barfeeli chai.
Flavors Lemon and Peach
Sizes - 17 gm sachet (one glass)
85 gm sachet (five glasses)
170 gm packet (ten glasses)
Ingredients-
Sugar, Instant black tea, Natural flavors, Citric acid,
Sucralose, Silicon dioxide.
Pricing of the product
Pricing Strategy- Penetration pricing
One glass sachet for Rs 4/Five glass sachet for Rs 19/ Ten glass packet for Rs 36/4
About Kunde
Kunde village is near Vajreshwari hot springs
in the Thane District
Population of less than 5000
Its a full Maharashtrian village
70 km from Mumbai
Main business- poultry, dairy,
mostly service sector.
Panchayat system
Segment, Target, Position
Segment- 12-45 year old middle and upper class.
Target Youth and Kids from school and colleges.
Position - Healthy, refreshing, tasty drink that everybody in
the family can use on a daily basis substituting chai, Rasna.
Process
We roamed around the village and figured out two places to carry out our
activity. The first one was near a kirana store where we could find a lot of
crowd and it was in the center of the village.
On the same day of our visit, the village had a cricket game organized
where most of the youth was present and we were bound to choose the
ground as our second location. There were more than 150 villagers there of
every age and it made our process easy.
The villagers helped us with arranging some ice and we prepared the iced
tea in front of them and taught them at the same time the procedure to
prepare it.
In 60 ml glasses, we served the crowd that had gathered around us which
included mostly children and adult males with hardly three-four women and
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then asked their responses with regarding to the questionnaire we had
brought with them.
Responses (Sample size= 30)
1. How much did you like the taste of iced tea?
1.How much did you like the taste of iced tea?
5; 20%
3; 20%
4; 60%
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2. Would you buy iced tea in place of
other refreshments? (eg: Rasna ,
Roohafza, etc.)
MAYBE; 10%
NO; 25%
YES; 65%
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3. Would you like to serve iced tea to
your guests?
MAYBE; 5%
NO; 25%
YES; 70%
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4. In what quantity would you be
willing to buy iced tea?
1 GLASS ; 10%
10 GLASS; 45%
5 GLASS; 45%
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5. How much are you willing to pay for
1 glass of iced tea?
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6. How often would you like to
consume iced tea in a week?
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7. What is the most interesting factor
about iced tea according to you?
Unique; 15%
Feel good factor; 25%
Taste; 50%
Fragrance; 10%
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Difficulties
Not enough women respondents.
Unavailability of ice cubes.
Electricity.
Shops at a distance from residence.
Demand might wear off.
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Conclusion
Can be a HUGE substitute for cold drinks and tea.
Curiosity will make people in large quantities buy the product.
Can be positioned as a luxury and healthy beverage.
May work out to be a fad.
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Thank you.
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