Analysis Submitted by Dr Mukund Kamath
Strengths
1. Is a 10 yr old brand that is perceived to be premium tea player
2. Had been a brand leader in the premium segment
3. Enjoys a loyal franchise and customer base
Issues
1. Introduction of 2 new brands seems to be eroding market share
2. Diminishing Quality of the product is being cited as a probable reason
Research Methodology
Systematic Randomised simultaneous paired comparison: Test subjects are chosen randomly from a cohort that is obtained by systematic selection.
Steps in methodology
1. Evaluate the market where the brand equity/sales is highest and sort in ascending order
2. Conduct the study in the towns where the equity is highest and lowest.
3. This would bring in an averaging/distribution of the equity in the sample population
4. Conduct the paired comparison study in a large shopping mall or exhibition space.
5. To woo customers to taste the product and vote, a lucky dip could be arranged of a gift hamper of Jewel Tea.
6. Keep four samples of black tea with equal amounts of sugar, each labeled as Jewel, brand X, brand Y and Tea leaves. (X and Y symbolize first alphabets of newly introduced tea brands)
7. The brand Jewel is mentioned on the cup so as to deliberate a preferable response, in order to win back equity in the mind of the consumer and re-introduce the quality over other brands
8. Based on their preference the consumer would vote for his/her favorite brand
9. This compiled d ...