Brand B 360 Analysis. Tea market

1. RUSSIA

2. Сокращения, используемые в презентации в рамках обзора рынка чая

TBs/tbgs- teabags (чайные пакетики)
LS – leaf (loose) tea (листовой чай)
Loose CTC – гранулированный чай
PB – pure black (черный чай без добавок)
BF – black flavored (черный ароматизированный чай)
PG – pure green (зеленый чай без добавок)
GF – green flavored (зеленый ароматизированный чай)
HF – herbal fusions (фруктово-травяные чаи)
MT – modern trade (магазины с самообслуживанием)
TT – traditional trade (магазины обслуживания через прилавок)

3. Background

“B” brand:
– Value for money tea brand
– Created in 1998 especially for Russian and Ukrainian markets according to
taste preferences of local consumers
– Has a strong image as warm, caring, convivial and family-oriented brand.
Main brand attributes:
– Domovoy (brownie);
– Round tea bags.
– Brand essence: Warmth than bonds
Main milestones:
– 1998 - Launch
– 2000 – Launch of Round TBs (still unique TBs format on RUS market)
– 2004 – Launch of BF tea (black currant, raspberry and melissa)
– 2007 – Extention of BF tea range with shizhandra, wild strawberry and linden
variants
– 2008 – Launch of GF range (black currant, raspberry and linden); Launch of
Infusions (black currant, raspberry, citrua, apple)
– 2010 – Launch of Fiesta (PB Bergamot) and Forest Fruits variants
– 2011 – Extention of GF range with Jasmine variant

4. Competitors overview

Princess Noory
Princess Java
Princess Kandy
Princess Gita
Producer
ORIMI
ORIMI
ORIMI
ORIMI
Share in Company
portfolio, YTD’10
34%
8%
7%
4%
Price segment
Upper economy
Economy
Economy
Lower economy
TA
Women 25-45 who
want to feel
feminine and refined
Young active people
seeking new
experience
Conservative family
users
Conservative family
users
Assortment
(ranges)
PB, BF
# of SKUs
44 (loose – 12,
CTC – 2, TBs – 30)
Main slogan
PG, GF,
Infusions
23 (loose – 8, TBs –
15)
Choice of real princess! You are special!
Evokes true feelings
Health in every tea cup!
PB, BF
18 (loose – 4, TBs –
14)
PB, BF
22 (loose – 8, TBs –
14)
Strong tea for strong Traditional Indian
family!
tea
Feel as princess!
SOM value,
JJ’10
10,5% (loose 2,2% , tbs – 8,3% )
2,6% (loose -0,5% ,
tbs – 2,0% )
2,3% (loose -1,4%,
tbs – 0,8% )
1,4% (loose -0,5%,
tbs – 0,9% )

5. Competitors overview

Lisma
Producer
May Co
Price segment
Economy
TA
For family and
individual users with
good sense of humor
(good value for
money)
Assortment
(ranges)
All ranges
# of SKUs
28 (loose – 9, TBs
– 19)
Main slogan
Gives joy of
communication!
May tea
May Co
Mainstream
4,3% (loose -0,8%,
tbs – 4,5% )
Russian Product
Lower Economy
Tea for modern, open,
Women who love
hospital, sincere people
traditions
who appreciate RUS
culture & traditions and
like communicating with
their family
All ranges
51 (loose – 13,
TBs – 38)
May tea is my
favorite tea!
(The only authentic
Russian tea)
SOM value,
JJ’10
Bodrost
6,3% (loose -2,0%,
tbs – 4,2% )
Golden Bowl
Avalon
(Distributor)
Lower Economy
Women 20-40,
housewives
All ranges
All ranges
30 (loose – 12,
TBs – 18)
26 (loose – 2, TBs
– 24)
Aromatic. Yours.
Golden Bowl.
Classic is always
popular
OtCHAYannaya
Bodrost! (extreme
CHEERfulness)
0,7% (loose -0,2%,
tbs – 0,5% )
So tasty that the
soul is singing!
0,8% (loose -0,3%,
tbs – 0,5% )

6. “B” was rather stable in HY1 2010 despite Economy decline trend. In the end of 2010 its shares significantly declined.

2009

7. Negative trend was the result of negative trend in both MT and TT.

52%
Value importance, MAT Jan’11
48%

8. Tea market development

Market growth
Market development

9. Segment Evolution SOM value

Premium Segment growing at
expense of Mainstream. Economy
Segment is stable
Tea Bags continue to grow and
now account for nearly 70% of
the market
Pure black remains main flavor
but is slowly losing share to BF &
GF

10. Tea market development, Sales value & volume, MAT 08 – MAT 10

Tea market development,
Sales value & volume, MAT 08 – MAT 10
Sales value, RuR
Sales volume, tons
100 000
50 000 000
40 000 000
+10%
75 000
30 000 000
-6%
-1%
50 000
20 000 000
-12%
+7%
25 000
10 000 000
-3%
+5%
0
MAT 2008
MAT 2009
MAT 2010
-7%
0
MAT 2008
Premium
Mainstream
+5% - Growth MAT 2010 vs MAT 2009
MAT TY
Sales Volume 1000 Kg
Sales Value 1000 Rb
Super Premium
MAT LY
Economy
Super Premium
Premium
Mainstream
Economy

11.

Tea market development,
Sales value & volume, JJ’08 – JJ’10
-3%
+20%
+33%
9 000 000
8 000 000
7 000 000
6 000 000
5 000 000
4 000 000
3 000 000
2 000 000
1 000 000
0
JJ 2008
AS 2008
ON 2008
DJ 2009
FM 2009
AM 2009
JJ 2009
AS 2009
ON 2009
DJ 2010
FM 2010
AM 2010
JJ 2010
Sales Value 1000 Rb
Super Premium
Premium
Mainstream
Economy
-6%
-5%
-1%
16 000
14 000
12 000
10 000
8 000
6 000
4 000
2 000
0
JJ 2008
AS 2008
ON 2008
DJ 2009
FM 2009
AM 2009
JJ 2009
AS 2009
ON 2009
Sales Volume 1000 Kg
Super Premium
Premium
+33% - Economy segment development vs SPLY
Mainstream
Economy
DJ 2010
FM 2010
AM 2010
JJ 2010

12. Tea market by price segments

In volume sales tea market decline is driven by all the price segments. Economy and Premium are the major contributors
to the market value sales growth

13. Tea market by price segments

Premium tea holds significantly higher share in Moscow and St.Pete vs. the 22 cities as well as Total National level with
Page 13
trend to further slight growth.

14. Tea market by price segments

In Hyper/Supermarkets Premium prevails in sales while Economy accounts for the highest shares in other channels, esp.
Page 14
in Tr. Food Stores.

15. Tea market development: Loose vs TBs

At the same time in absolute volume sales all the formats show tendency to decline. In this respect TeabagsPage
remain
15most
attractive segment.

16. Tea market development: Loose vs TBs

The growth of teabags share comes primarily from the 22 cities while in Moscow and St.Pete its share has almost
Page 16
stabilized.

17. Tea market development: Loose vs TBs

Premium tea prevails in Hyper/Supermarkets and Superettes with slight tendency to growth. In Food StoresPage
and OM
17
Premium is rapidly growing.

18.

PLACE

19. Market vs Economy players split Sales volume, Channels, MAT 08-10

Total Market
“B”
Princess Noory
2 500
11 000
Lisma
6 000
90 000
10 000
+6%
+3%
80 000
-21%
2 000
5 000
9 000
-8%
70 000
8 000
+5%
60 000
-15%
-10%
1 500
-8%
7 000
4 000
6 000
50 000
3 000
+2%
5 000
40 000
-5%
-1%
-11%
1 000
4 000
2 000
30 000
3 000
500
20 000
1 000
2 000
+5%
+23%
-1%
+6%
1 000
10 000
0
MAT 2008
0
MAT 2008
MAT 2009
MAT 2010
National Urban impulse & OM
National Urban Traditional Food
National Urban Superettes
National Urban Hyper / Supermarkets
MAT 2008
0
0
MAT LY
MAT TY
National Urban Hyper / Supermarkets
National Urban Superettes
National Urban Traditional Food
MAT 2008
MAT LY
MAT TY
MAT LY
National Urban impulse & OM
National Urban Traditional Food
National Urban Traditional Food
National Urban Superettes
National Urban Superettes
National Urban Hyper / Supermarkets
National Urban Hyper / Supermarkets
National Urban impulse & OM
“B” is loosing in Superretes & Traditional Food – faster vs competitors
-1% - Growth MAT 2010 vs MAT 2009
MAT TY
National Urban impulse & OM

20. Tea market development : MT vs TT

Traditional Trade importance is more or less stable, contributing ~40% of sales for tea market

21. Tea market development : MT vs TT

NATIONAL
24 CITIES
MOSCOW
ST. PETERSBURG
Traditional Trade is still significant for 24 cities and Moscow, while St.Pete is mostly focused on MT

22. Market vs Economy players split Sales volume, Cities, MAT 08-10

Total Market
“B”
800
34%
35 000
39%
37%
Princess Noory
40%
5 000
Lisma
2 000
31%
700
30 000
32%
30%
38% 39%
4 000
37%
31%
1 800
30%
1 600
600
25 000
1 400
+1%
500
1 200
3 000
+2%
-7%
20 000
-2%
1 000
400
15 000
800
2 000
300
600
-10%
10 000
+32%
200
400
1 000
5 000
+3%
0
Total Moscow
MAT 2008
Total St.Petersburg
Total Moscow
Total 22 cities
+18%
0
MAT 2010
MAT 2009
-7%
+24%
100
0
MAT 2008
+13%
Total 22 cities
MAT LY
MAT TY
Total St.Petersburg
+14%
200
0
MAT 2008
MAT 2008
MAT LY
Total Moscow
Total Moscow
MAT LY
MAT TY
MAT TY
Total St.Petersburg
Total St.Petersburg
Total 22 cities
Total 22 cities
“B” & competitors are developing better vs the market in 24 cities
+3% - Growth MAT 2010 vs MAT 2009
37% - Share of 24 cities
24 cities’ share in sales for economy brands is lower vs total market figure =>
potential for growth

23. Market vs Economy players split Sales volume, City size, MAT 08-10

Total Market
“B”
90 000
Princess Noory
Lisma
11 000
2 500
6 000
10 000
80 000
+1%
9 000
5 000
-9%
2 000
70 000
-5%
8 000
-4%
60 000
7 000
-10%
+8%
1 500
4 000
+6%
-14%
6 000
50 000
3 000
5 000
40 000
-2%
-8%
1 000
4 000
2 000
+3%
30 000
-2%
3 000
20 000
500
+3%
+8%
-3%
10 000
1 000
2 000
+11%
1 000
0
0
0
MAT 2008
MAT 2008
MAT 2009
MAT LY
MAT TY
MAT 2010
Total 10-50 ths. inh.
Total 50-250 ths. inh.
Total 250-1000 ths. inh.
Total Over 1000 ths. inh.
MAT 2008
0
MAT 2008
MAT LY
MAT TY
MAT LY
MAT TY
Total 10-50 ths. inh.
Total 10-50 ths. inh.
Total 50-250 ths. inh.
Total 50-250 ths. inh.
Total 50-250 ths. inh.
Total 250-1000 ths. inh.
Total 250-1000 ths. inh.
Total 250-1000 ths. inh.
Total Over 1000 ths. inh.
Total Over 1000 ths. inh.
Total 10-50 ths. inh.
Total Over 1000 ths. inh.
“B” sales are growing in big cities (over 250 ths), but declining in small cities. It
-3% - Growth MAT 2010 vs MAT 2009
might be explained by positive KA development
Competitors are better in small cities (10-50 ths)

24. Market vs Economy players split Volume share, City size, MAT 08-10

Total Market
“B”
Princess Noory
Lisma
100%
100%
90%
17%
17%
17%
90%
80%
70%
18%
17%
16%
90%
80%
27%
26%
100%
100%
19%
18%
18%
25%
28%
32%
70%
31%
25%
24%
23%
60%
60%
60%
50%
50%
50%
50%
27%
27%
27%
27%
31%
40%
28%
30%
30%
20%
20%
29%
31%
10%
0%
0%
21%
22%
25%
MAT 2008 MAT 2009 MAT 2010
Total 10-50 ths. inh.
Total 50-250 ths. inh.
Total 250-1000 ths. inh.
Total Over 1000 ths. inh.
Total 10-50 ths. inh.
Total 50-250 ths. inh.
Total 250-1000 ths. inh.
Total Over 1000 ths. inh.
33%
30%
31%
29%
28%
27%
20%
21%
22%
40%
30%
30%
20%
20%
30%
31%
10%
10%
0%
0%
MAT 2008 MAT 2009 MAT 2010
20%
27%
29%
29%
10%
28%
40%
32%
20%
70%
60%
40%
19%
80%
80%
70%
90%
MAT 2008 MAT 2009 MAT 2010
MAT 2008 MAT 2009 MAT 2010
Total 10-50 ths. inh.
Total 50-250 ths. inh.
Total 250-1000 ths. inh.
Total Over 1000 ths. inh.
Total 10-50 ths. inh.
Total 50-250 ths. inh.
Total 250-1000 ths. inh.
Total Over 1000 ths. inh.
“B” has low share of 1mln cities (same as Lisma). Noory has better positions
both in mln & small cities

25. Market vs Economy players split Sales volume, Ranges, MAT 08-10

Total Market
“B”
Princess Noory
2 500
100 000
12 000
8 000
+66%
+21%
2 000
Lisma
+3%
-17%
-1%
-11%
+13%
+8%
-4%
1 500
+3%
50 000
-2%
4 000
6 000
1 000
+7%
+21%
500
-11%
-7%
0%
-32%
0
0
MAT 2008
Total
Total
Total
Total
0
0
Loose (LS)
TB BF
TB GF
TB HF
MAT LY
MAT TY
Total TB PB
Total TB PG
Total TB BG
MAT 2008
BES Loose
BES TB BF
BES TB HF
MAT LY
MAT TY
BES TB PB
BES TB GF
MAT 2008
P.NURY Loose
MAT LY
P.NURY TB PB
MAT TY
P.NURY TB BF
MAT 2008
LISMA Loose
LISMA TB BF
LISMA TB GF
MAT LY
“B” is declining in Loose much faster vs competitors and total market
-11% - Growth MAT 2010 vs MAT 2009
MAT TY
LISMA TB PB
LISMA TB PG
LISMA TB HF

26. “B” vs Competitors by ranges

12
10,6
HF TBs
GF TBs
9,9
10
9,4
PG TBs
1,8
BF TBs
8,9
1,7
PB TBs
0,3
1,6
0,9
8
Loose
7,9
1,0
Total
6,5
6
0,9
6,5
4,5
4,0
Princess Noory
MAT 10
Princess Java
0,8
0,8
0,8
0,9
0,6
0,5
Lisma
Princess Gita
0,6
0,6
1,9
1,4
1,5
Princess Kandi
3,1
2,6
1,1
2,1
0,7
May Tea
“B” has quite balanced portfolio, though loose tea is weak
Main “B” competitors – Princess Noory & Lisma have much stronger positions in PB TBs segment
0,8
0,7
0,4
0,4
MAT 10
0,5
MAT 10
0,5
0,8
MAT 09
0,5
0,5
MAT 08
0,4
MAT 10
0,4
MAT 09
0,4
1,4
0,1
2,3
0,2
MAT 09
1,2
0,5
MAT 09
0,3
B
1,4
2,2
0,2
MAT 08
1,2
0,7
MAT 10
1,1
2,4
2,7
3,1
MAT 09
0,4
0,3
MAT 08
2,2
0,3
2,5
2,2
MAT 10
MAT 09
1,0
2,1
MAT 09
0,5
0
1,1
0,8
0,6
2,4
1,1
1,0
MAT 08
0,8
0,5
MAT 08
0,8
MAT 10
2
2,6
0,2
0,3
0,1
0,2
3,0
MAT 08
2,5
3,1
0,3
2,8
2,2
0,1
0,3
MAT 08
0,1
MAT 10
4
3,8
0,4
MAT 09
3,7
MAT 08
5,7
4,5
6,0
Bodrost'

27.

PRICE

28. Price comparison “B” vs competitors Pure Black 26 tbgs

50
42,1
39,8
39,1
38,5
40
36,1
38,3
36,2
34,3
37,7
34,1
33,1
32,4
32,0
31,0
31,8
29,2
29,4
30
26,8
26,9
27,4
26,3 26,1
22,6
23,3
22,3
20 21,7 21,6
28,7
25,4
26,4
25,0
23,9
22,4
23,723,3
21,8
21,4
21,3 21,0 21,2 21,9
21,8
28,5
29,1
28,4
27,7
25,6
25,9
23,9
35,1
36,1
34,4
23,8
23,0
25,8
24,4
23,1
21,6
20,1
21,5 21,4 21,8
19,8
25,7
22,4
27,7
27,6
25,3 25,9
23,6
21,2
20,8
26,5 26,5
27,5 27,0
22,5
21,7
21,9
20,2
21,0
21,5
21,5
20,8
23,8 22,9
21,8
21,6
10
JJ JJ
2009 2010
Total National
JJ JJ
2009 2010
National
Modern Trade
JJ JJ
2009 2010
National
Traditional
Trade
JJ JJ
2009 2010
JJ JJ
2009 2010
Moscow
Modern Trade
Moscow
Traditional
Trade
JJ JJ
2009 2010
JJ JJ
2009 2010
St.Petersburg
Modern Trade
B PB 26 tbgs
Pr. Noory High Grow 25tbgs
May tea KRI 25tbgs
Lisma Nasytshenniy 25tbgs
JJ JJ
2009 2010
JJ JJ
2009 2010
St.Petersburg Total 22 cities Total 22
Traditional
Modern Trade
cities
Trade
Traditional
Trade
Kandi Ceylon 25 tbgs
“B” is in line with strategic pricing vs Princess Noory. However, it is more expensive vs Lisma (1 to 3.5 Rub)
May tea decreased the price significantly, coming closer to economy segment

29. Price comparison “B” vs competitors Pure Black 50 tbgs, 100tbgs

50 tbgs
100 tbgs
80
78,2
150
142,5
68,5
63,8
64,8
62,2
63 64,8
51,7
53,4
53,2
51,3
52,1
57,9
52,4
53,1
57,4
54,0
52,6
45
41,6
43,1
40,8
42,4
41,8
43,8
28
29,5
28,8
45,0
42,8
39,2
36,3
36,9
28,9
28,8
43,0
37,5
31,2
29,9
113,4
26,5
29,6
29,8
28,1
27,1
121,3 116,6
110,8 114,2
108,1
107,7
110,3
121,9
117,8
99,8
92,9
90,4
45,7
43,6
47,1
44,5
37,3
29,8
48,6 52,0
50,4
46,8
57,9
60,0 59,1
53,2 53,1
52,5
52,2
53,9 54,2
59,4
52,2
115
128,7
128,3
123,3
60,1
60,7
58,0
60,1
53,3
129,2
126,0
59,1
58,7
62,1
73,5
70,0
63,8
92,5
93,5 93,9
88,3
92,4
80,7 81,4
77,4 76,5 76,5 77,5
80 76,9
78,0
76,7
77,3
75,3
71,2
73,0 69,5
63,7
65,0
64,6
70,4
65,9
64,1 64,2
57,6
57,8
57,0 53,3
53,6
52,8
45
95,8 94,9 94,2
101,3
102,3
88,9
79,4
77,8
83,7
79,6 87,0
78,777,0
76,9
72,2
69,9
67,9
77,6
73,9
67,1
78,9 75,2
67,7 66,8
67,6
61,5
75,2 75,273,4
54,6
48,8
62,3 63,562,3
61,8
51,4
50,4
81,9
79,9
76,0
61,4
63,6
92,6
92,0
91,4
94,1
88,2
59,2
54,6
51,9 54,0
10
JJ JJ
2009 2010
Total National
JJ JJ
2009 2010
JJ JJ
2009 2010
National
Modern Trade
National
Traditional
Trade
JJ JJ
2009 2010
Moscow
Modern Trade
JJ JJ
2009 2010
Moscow
Traditional
Trade
JJ JJ
2009 2010
JJ JJ
2009 2010
JJ JJ
2009 2010
JJ JJ
2009 2010
St.Petersburg St.Petersburg Total 22 cities Total 22
Modern Trade
Traditional
Modern Trade
cities
Trade
Traditional
Trade
B PB 50 tbgs
Pr. Noory High Grow 50tbgs
Kandi Ceylon 50 tbgs
May tea KRI 50tbgs
Lisma Nasytshenniy 50tbgs
50 TBs: “B” is OK both in MT and TT
100 TBs: “B” is more expensive vs Pr. Noory and partly Lisma
10
JJ JJ
2009 2010
Total National
JJ JJ
2009 2010
National
Modern Trade
JJ JJ
2009 2010
National
Traditional
Trade
JJ JJ
2009 2010
JJ JJ
2009 2010
Moscow
Modern Trade
B PB 100 tbgs
Pr. Noory High Grow 100tbgs With Tag
May tea KRI 100tbgs
Moscow
Traditional
Trade
JJ JJ
2009 2010
St.Petersburg
Modern Trade
JJ JJ
2009 2010
JJ JJ
2009 2010
JJ JJ
2009 2010
St.Petersburg Total 22 cities Total 22
Traditional
Modern Trade
cities
Trade
Traditional
Trade
Pr. Noory High Grow 100tbgs Without Tag
Kandi Ceylon 100 tbgs
Lisma Nasytshenniy 100tbgs

30.

100 tbgs development,
SOM Value & price per pack
7,2
160
VS Lisma sytshenniy
100tbgs
142,5
6,0
121,9
117,8
116,6
4,8
114,2
101,3
102,3
92,4
95,8
94,9
94,2
100
94,1
81,4
77,8
3,6
72,2
71,2
79,4
76,9
69,9
67,9
70,4
83,7
78,7
63,6
61,7
88,9
2,4
79,6
88,2
73,0
0,8
61,4
79,7
81,7
0,1 78,9
0,2
75,2
67,6
66,8
63,9
1,1
0,0
62,7
61,8
0,5
0,1
0,1 45,4
0,0
0,6 40,00,7
0,4
0,9
39,9
0,3
0,0
0,2
2,1
0,3
0,8
1,0
0,9
0,2
0,1
0,1
0,1
0,0
0,0
0,3
0,0
1,3
JJ 2009 JJ 2010
JJ 2009 JJ 2010
Moscow Modern Trade Moscow Traditiol Trade
0,1
0,4
2,1
0,1
2,3
0,1
JJ 2009 JJ 2010
St.Petersburg Modern
Trade
0,2
JJ 2009 JJ 2010
St.Petersburg Traditiol
Trade
92,6
79,9
81,6
76,0
75,2
75,5
0,3
75,2
63,5
0,8
62,3
0,659,9
0,1
0,3
56,1
0,4
0,2
92,0
81,9
0,9
80
77,4
0,2
40
Total 22 cities Modern
Trade
VS Pr. Noory High
Grow 100tbgs
Without Tag
VS Pr. Noory High
Grow 100tbgs With
Tag
VS B 100 tbgs
Price Noory With Tag
Price Noory Without
Tag
Price Kandi
20
1,3
JJ 2009 JJ 2010
VS Pr.Kandi Ceylon
100tbgs
2,0
1,4
0,3
VS May tea KRI
100tbgs
Price B
73,4
0,3
0,2 62,3
60
0,6
57,9
0,5
1,1
0,5
0,1
0,1
91,4
1,1
87,0
76,2 77,6
77,0
0,0
0,273,9
0,0
67,1
0,1
0,6
0,2
0,561,5
1,2
120
110,8
108,1
107,7
0,0
140
128,7
128,3
99,8
VS Pr.GITA Indiyskiy
100tbgs
Price May
Price Lisma
0,1
0,1
0
JJ 2009 JJ 2010
Total 22 cities
Traditiol Trade
“B” PB 100tbs has the highest SOM value in 22 cities MT where its price is equal to Lisma and
15 Rub lower vs Pr. Noory
Price Gita

31. Price comparison “B” vs competitors Loose Pure Black 100 gr

50
46,4
44,8
44,3
46,3
44,0
45,4
42,5
40
40,3
45,5
43,4
42,1
40,1
41,5
39,0
40,6
39,7
40,0
39,4
33,2
30
24,8 25,7
26,1
24,8 25,0
26,8
29,8
25,6 27,4
27,9
24,8
24,825,0
25,8
24,1
24,3
24,5 23,3
23,7
19,9 20,4
20,2
20,5
21,0
21,3
19,9
19,0
19,8
20
19,8
19,5
18,919,7
19,5
19,6
16,6
17,9
18,9
18,5
18,2 17,2
16,0
16,4
16,6
26,1
25,1
24,9
24,0
24,4
23,8
23,8
24,2
21,4
23,3
21,5
20,7
21,822,0
20,7 19,7
20,1
19,5 19,0 19,2
19,2
19,0
19,3
18,6
19,0
18,2
15,4 17,6 18,4
17,1
25,9 25,4
24,2
25,7
14,0
10
JJ
JJ
2009 2010
JJ
JJ
2009 2010
Total National
National
Modern Trade
JJ
JJ
2009 2010
National
Traditional
Trade
JJ
JJ
2009 2010
Moscow
Modern Trade
JJ
JJ
2009 2010
Moscow
Traditional
Trade
JJ
JJ
2009 2010
St.Petersburg
Modern Trade
JJ
JJ
2009 2010
St.Petersburg
Traditional
Trade
JJ
JJ
2009 2010
Total 22 cities
Modern Trade
В
Beseda
PB 100 gr
Pr. Noory High Grow 100gr
Pr.Gita medium 100gr
May tea KRI 100gr
Lisma Nasytshenniy 100gr
Pr. Kandi Medium 100 gr
JJ
JJ
2009 2010
Total 22
cities
Traditional
Trade
“B” Loose 100 gr has the highest price among competitors on NAT level (both in MT & TT). It is cheaper vs Pr. Noory in
Moscow TT and has equal price in Moscow MT, SPb TT, 22 cities MT

32. Price comparison “B” vs competitors BF, best distributed SKU

40
34,7
34,5
30,0
30
28,5
29,7
29,8
27,8 28,3
27,9
27,5
27,2
25,2
30,2
29,3
29,2
28,7
26,7
27,5
26,2
30,3
32,2
30,4 30,4
30,0
28,2
34,0
31,4
32,0
30,1
28,3
28,2
31,9
30,5
31,7
30,8
29,2
28,9
30,0
26,7
24,5
22,2
28,2
28,1
25,5
31,1
30,9
30,7
30,1
30,3
29,9
29,7 29,4 30,6 29,6
28,6
28,0
25,9
24,3
28,7
26,9
26,2
28,7
26,9
26,1
24,4
23,7
22,3
21,8
21,8
22,1
20
17,9
10
JJ
JJ
2009 2010
Total National
JJ
JJ
2009 2010
JJ
JJ
2009 2010
JJ
JJ
2009 2010
JJ
JJ
2009 2010
National Modern National Traditional Moscow Modern Moscow Traditional
Trade
Trade
Trade
Trade
JJ
JJ
2009 2010
St.Petersburg
Modern Trade
JJ
JJ
2009 2010
St.Petersburg
Traditional Trade
JJ
JJ
2009 2010
Total 22 cities
Modern Trade
B BF Black Currant 26 tbgs
Pr. Noory BF Black Currant 25 tbgs
May tea BF Lesnye Yagody 25tbпы
Lisma BF Strawberry 25tbgs
JJ
JJ
2009 2010
Total 22
cities
Traditional
Trade
“B” is in line with Strategic pricing vs Pr. Noory, but is more expensive vs Lisma. May tea BF has the same price as
Beseda BF

33. Price comparison “B” vs competitors GF 26 TBs, Infusions 20-25 TBs

GF
Infusion
40
40
36,3
36,1
33,9
32,0
32,7
32,6
27,5 28,0
28,9
27,4
27,1 27,0
26,5
26,3 27,8
27,1
26,3 26,8
26,8
25,9
26,2
26,1
26,0
25,1 25,9
29,6
30,2
29,4
30
29,7 28,7
30,6
30,0
29,2 29,7
28,0
28,5
27,2
28,2
26,3
26,0
25,9
27,8 26,3
27,2
27,4
25,2
26,4
28,2
25,6
25,0
24,2
24,0
24,1
30,4
31,4
31,9
30,8
30,4
30,9
29,2
28,1
28,4
26,3 26,0
26,2
31,231,3
30,9
29,8
27,6
26,9
31,7 31,7
31,5
31,8
32,0
31,0
30,5
28,2 29,1
28,8
26,8
31,1
30
28,8
32,6
31,531,5
30,3
34,7
33,8
34,1 32,9
33,9
32,7
31,1
34,9
35,0
33,7
32,3 31,5
32,2
35,1
34,8
34,2
30,4
29,1
27,2
25,4
26,7
26,3
25,2
26,3 26,5
24,5
25,0
25,8 25,8
24,5
24,4
25,4
24,4
24,2
23,4
24,3
23,1 24,4
23,9
21,7
22,0
22,2
B GF Black Currant 26 tbgs
Pr. Java GF Lemon 25 tbgs
May tea GF Rozov.greypfr. 25tbgs
Lisma GF Lemon 25 tbgs
Total National National Modern
Trade
B Infusion Limon 20 tbgs
National
Traditional
Trade
Moscow Modern
Trade
Pr. Java Karkade 25 tbgs
Moscow
Traditional
Trade
St.Petersburg
Modern Trade
St.Petersburg
Traditional
Trade
May tea Karkade 25 tbgs
Total 22 cities
Modern Trade
JJ 2010
JJ 2009
JJ 2010
JJ 2009
JJ 2010
JJ 2009
JJ 2010
JJ 2009
JJ 2010
JJ 2009
JJ 2010
JJ 2009
JJ 2010
JJ 2009
JJ 2010
JJ 2010
Total 22
cities
Traditional
Trade
JJ 2009
Total 22 cities
Modern Trade
JJ 2009
JJ 2010
JJ 2009
JJ 2010
St.Petersburg
Traditional Trade
JJ 2010
St.Petersburg
Modern Trade
JJ 2009
JJ 2010
JJ 2009
JJ 2010
JJ 2009
JJ 2010
JJ 2009
JJ 2010
JJ 2009
JJ 2010
National Modern
National
Moscow Modern
Moscow
Trade
Traditional Trade
Trade
Traditional Trade
20
JJ 2009
Total National
JJ 2009
JJ 2010
JJ 2009
20
Total 22
cities
Traditional
Trade
Lisma Karkade 25 tbgs
“B” GF is the most expensive brand in economy segment (except for Moscow MT & SPb MT)
Price for Infusions is quite high in all channels (especially Moscow MT, SPb MT & TT) while the offer is 20 Tbs vs 25 Tbs of
competitors

34. Price gap in TT vs MT,

May tea KRI 25tbgs
12%
Lisma Nasytshenniy 25tbgs
13%
Kandi Ceylon 25 tbgs
3%
Pr. Noory High Grow 25tbgs
6%
B PB 26 tbgs
21%
May tea KRI 100tbgs
10%
Lisma Nasytshenniy 100tbgs
3%
Kandi Ceylon 100 tbgs-8%
Pr. Noory High Grow 100tbgs
1%
B PB 100 tbgs
5%
May tea BF Lesnye Yagody 25tbпы
15%
Lisma BF Strawberry 25tbgs
13%
Pr. Noory BF Black Currant 25 tbgs
4%
B BF Black Currant 26 tbgs
14%
May tea GF Rozov.greypfr. 25tbgs
18%
Lisma GF Lemon 25 tbgs
4%
Pr. Java GF Lemon 25 tbgs
0%
B GF Black Currant 26 tbgs
12%
May tea Karkade 25 tbgs
Lisma Karkade 25 tbgs
8%
-5%
Pr. Java Karkade 25 tbgs
3%
B Infusion Limon 20 tbgs
-1%
-10%
-5%
0%
5%
“B” has much higher price gap in TT vs MT than all Princesses & Lisma
10%
15%
20%
25%

35. Price map: “B” vs Competitors, PB 20-26 tbs SOM volume & price per pack, JJ’10

Price map: “B” vs Competitors, PB 20-26 tbs
SOM volume & price per pack, JJ’10
Pr. Noory
(2,1;115)
2,0%
Lisma
(0,8;96)
Volume share
1,5%
Pr. Gita
(0,7;78)
May
(0,8;96)
1,0%
Pr. Kandi
(0,4;93)
0,5%
“B”
(0,5;100)
G. Bowl
(0,1;105)
70%
80%
90%
100%
Price Index
Price Index is calculated for Best Distributed SKUs:
“B” PB 26tbs
Princess Noory High Grown 25 tbs
Princess Kandi Ceylon 25 tbs
Princess Gita Indian 25 tbs
Lisma Nasyshenny 25 tbs
May tea Otborny 25 tbs
Bodrost’ Indian 20 tbs
Golden Bowl Indian 20 tbs
Bodrost’
(0,0;109)
110%
120%

36. Economy brands price development, JJ’09 vs JJ’10

Consumer Value Index
“B” is perceived as good value for money. All its main competitors are within “fair price” boundaries
Good value
More resilient
140
Lipton
Ahmad
Greenfield
Desirability
120
100
May Tea
Princess Nuri
Princess Gita
80
Akbar
“B”
Dilmah
Brooke Bond
Princess Kandi
Poor value
Less resilient
60
Based on trialists
60
80
100
Perceived Price
Winter 2009/10: (24/08/09 to 14/02/10)
120
140

37. Consumer Value Index

PROMOTION

38.

Communication Awareness by channel
“B” communication awareness is much higher vs its main competitors
Indicates significant difference vs.
previous year
Total Communication
%
TV
%
Print
%
«L»
57
54
6
«B»
56
55
3
« BB »
37
Greenfield Tea
34
Ahmad
Akbar
Princess Kandi
21
In-store
activity
%
Base
Total
sample:
11
4
1
8
3
4
1
5
5
5
1
8
(1186)
7
7
1
9
(1186)
2
10
Radio
%
1
25
23
Princess Nuri
Princess Gita
30
27
May Tea
Dilmah
34
Outdoor
%
²²
2
0
²
(1186)
(1186)
(1186)
5
(1186)
12
10
1
2
0
3
(1186)
12
10
1
1
0
2
(1186)
7
5
1
1
0
2
(1186)
5
3
0
0
0
2
(1186)
4
3
1
1
0
2
(1186)
Data period: winter 2009/2010

39. Communication Awareness by channel

“B” activities,
2008-2010
TV
support
for
promo
TV
Fairy Tale 2
Green
160 GRPs
7/04-27/04
345 GRPs
21/07-25/08
Indian summer
452 GRPs
1/01-3/03
Indian Summer
Rosaria
331 GRPs
860 GRPs
01/10-17/11
16/03-03/05
TV
support Fairy Tale 3
150 GRPs
for
promo
29/09-20/10
Green
480 GRPs
2/805-08/06
Masterbrand
“B” Core
707 GRPs
1099 GRPs
31/08 – 21/09, 01-31/12 01/01 – 15/02
Velvet taste
253 GRPs
17/05-31/05
Bears promo
410 GRPs
08/03- 26/04
Launches
“B” Fiesta
“B” Green range
“B” Forest Fruits
“B” Rosaria
Promo
Fairy Tale
Fairy Tale Pushkin
(Second wave)
(Third wave)
Fairy Tale
Smeshariki
CD
(Forth wave)
Bears
BF 2+1
Smeshariki
CD
GF 2+1
(exclusive
for OK)
Media target: women 25 to 45 yo
GRPs – Adjusted 30”

40. “B” activities, 2008-2010

Princess Noory promo support
TVC “Choice of a
Real Princess”
TVC “Skazka”
Outdoor
Promo: 25+ 5 TBs
Focus on new audience –
women 25-35 that want to
feel exquisite
Repositioning
Sponsorship
after the crisis and
offering economy tea.
Result: leadership in
economy segment
1998
Who wants to be a
millionaire? on Pervy
channel,
Period: Dec. 2005 – Dec.
2006, Integrations:- 5’’ BBs,
avg. TVR: 7
2004
2003
2005
2006
Tastings
Slogans: “Choice of a real
Princess”, “Feel yourself as
a Princess”, “Lubov’ ne
sluCHAIna”, “PRIZnannyi
Chai”, “Upoitel’nyi Chai”
2007
Sto k odnomy,
Puteshestviya
Naturalista, Bolshaya
Stirka
Rebranding
to extend target audience, assortment was
divided into High Grow and Otbornyi tea
Message: “High quality tea for affordable
price”
Media support: -10” and 20” TVCs of
Otbornyi tea on Pervyi, STS, Ren-TV,
Rossiya; sponsorship of movie programs
and talk shows, press support
2009
2010
TVC “Fashion
Princess”
Radio
Sponsorship
2008
In 2007 Princess Nury turned to
radio and press and kept 84%
SOS on Radio
TVC “Choice of a
Real Princess”
Sponsorship
Poka Vse Doma on Pervy
channel, Period: Jan-Feb, SepDec 2007, Integrations - 5’’ BBs,
avg. TVR: 4.5
Fazenda on Pervy channel,
Period: Mar 2007 – Dec 2007,
Integrations - 5’’ BBs, avg. TVR:
4.6
Slogan: “Choice of a real
Princess”
Source: www.sostav.ru, www.advertology.ru, www.idea.ru

41. “B” advertising overview, 2006-2009

Communication awareness
“B”
Indian
Turn
on TV
Game
Summer
Fairy
Tale
Green
Rosaria
New
«B»–
Teddy Bears
«B»–
Velvet taste
“B”
The limited visibility of “B” communications in 2010 had a negative effect on the brand communication awareness.
“B” awareness is higher vs competitors

42.

“B” awareness and usage
Indian
Summer
Fairy
Tale
Green
Rosaria
New
«B» – Teddy
Bears
«B» – Velvet
taste
“B”
Despite the promotional activation and the launch of the new Velvet variant, “B” usage tends to step back. A recovery
has been recorded in the latest period.

43. Brand Communication Analysis 2009, 30 sec Engagement details

“B” new product launch summary
Study
Indian Summer
Esmeralda (Green)
Tracked from
06/08/07-16/03/08
Tracked from
30/06-21/09/08
average
Awareness
49%
31%
40%
Trial
16%
8%
24%
50%
69%
Re-purchase
intents
Base
11%
4%
(1432)
(720)
71%
17%
(16 porducts)

44.

“B” Pure Black 100tbs promo effect
SOM Value
In MT promo brings good MS growth to “B”, but in TT its effect is weak

45.

“B” 100tbs Bears promo
“B” PB 100tbs promo has low WSD in several cities and almost no presence in TT

46.

PRODUCT

47.

ABC analysis “B” vs competitors,
SOM Value
“B”
# of sku’s
presented in ave.
store (seller)
Top 5 sku’s
SOM Value in
portfolio
# of skus’ which
gain 80% share
for the total
brand portfolio
“B”
7
50%
12
Pr. Noory
11
48%
20
Lisma
7
58%
7

48. “B” communication perception

Assortment structure “B” vs competitors
“B”
Pr. Noory Pr. Java Pr. Kandi Pr. Gita
Lisma
May Tea G. Bowl Bodrost’
Loose & CTC
2
12
8
4
8
9
13
2
12
PB TBs
4
18
0
6
6
11
12
4
3
BF TBs
8
12
0
8
8
5
7
15
6
PG TBs
0
0
1
0
0
2
2
1
1
GF TBs
3
0
6
0
0
1
5
4
3
HF TBs
4
0
8
0
0
1
12
0
5
TOTAL
22
44
23
18
22
29
51
26
30
“B” has much lower # of SKUs in PB segment

49. Princess Noory promo support

“B” vs competitors PB Loose tea tasting results, Q3 2010
Brands
Taste
Intensity
Liquor Description
Outer Comments
Leaf Description
PRINCESS NOORI Best
4,0
4,6
Malty Ceylon Low Grown Character
celo outer
Stylish OPA grade
PRINCESS NOORI Pekoe
4,0
4,8
Similar to last
celo outer
Black neat "Curly " Pekoe.
PRINCESS KANDY Medium
3,4
5,2
Soft and plain
no over wrap
Mixed brown open and flaky.
PRINCESS NOORI High Grown Leaf
4,4
4,6
Light clean
celo outer
Small even brownish/pref to last.
"B"
4,0
4,6
Neutral and clean.
no over wrap
Brownish and neat to last.
PRINCESS GITA
3,4
3,6
Coarse bakey and stale
no celo
Bold brown Granular
Golden Bowl-leaf
3,8
4,6
Neutral clean.
no celo /new pack design
Mixed Indian/Ceylon Low Grown.
“B” Loose has quite good results in terms of taste (superior to Princess Kandy & Gita, equal to Princess Noory Best &
Pekoe, but inferior to Princess Noory High Grown). In terms of Intensity “B” is on par with Princess Noory Best &
Highgrown

50. “B” sponsorship (Social Mission)

“B” vs competitors PB TBs tasting results, Q3 2010
Brands
Taste
PRINCESS NOORI Highgrown
Intensity
Liquor Description
5,2
single chamber square bag.(stale chemical)
4,8
4,8
Fair quality Kenyan
MAYSKY Crown of Russian Empire
-
4,8
flat and stale
Golden bowl -new white pack
-
5,2
Plain inky flat.
"B"
3,4
5,0
Re-enginnered blend
PRINCESS KANDY Ceylon
4,4
4,8
New pack design/Medium ceylon
Lisma Ceylon
3,0
5,2
Little chemical-Turkish tea background.
Lisma Indian
3,2
5,0
Burnt flat.
Princess Noori Kenya.
“B” TBs is inferior to Princess Noory & Kanby, but better vs Lisma in terms of taste. In terms of Intensity it is inferior to
Princess Nooty Highgrown, new Golden Bowl & Lisma Ceylon

51. Competitors’ sponsorship

PROPOSITION

52. Sponsorship: Princess Noory

Tea category perception
GENERAL CATEGORY BENEFITS
RAT I O NAL
EMOTIONAL
Tonic/ exhilarant
effect
Unites people, creates
trust-base atmosphere
Well quenches
one’s thirst
Helps relaxing,
resting
Health benefits
BLACK TEA
3-4 times a day
Often consumed in winter as it
warms better
Consumed together with other
additional products (varying
from sugar/milk to different
kinds of sweets)
GREEN TEA
2-3 times a day
Consumed in summer as it
has excellent refreshing
properties and quenches thirst
well
In its «pure» state

53. Communication awareness

Penetration of Tea and “B” by Group
Total penetration (drink)
19.3% (12 mln)
Upmarket
Food
Innovators
93.7%
19,4%
101
Indifferent
to Food
93.5%
18.9%
94.7%
88
Price19.9%
Careless
Dieters
Price93
conscious
Dieters
90.8%
16.7%
87
95.7%
24.1%
125
Penny
Grabbers
Mass Market
Tea % “B” % Index
Older
Younger
Quality
Seekers
95.3%
16.4%
85

54.

“B” is interesting for…
Penny-Grabbers prefer
Russian products and care about
price much. They value the time,
spent with their near and dear and
are a bit “crazy” about family issues
Dieters try to care about their body,
need a small support in their hard fight
and consider green tea the most healthy
drink for them
Food innovators
buy food products
out of curiosity. Much of their consumption
depends on their mood and is not strongly
influenced by price. Beseda here can satisfy
their need in “warmth” and difference with
infusions proposition

55.

“B” target audience,
Primary
Audience
Masterbr
and*
Infusions
Green
Medium and heavy tea-bags
users
Women 30-55 (most valued
ones 30-40), with families
(3+ members of HH), living in
small cities (>1 Mio),
percentage of housekeepers
is high.
From low to middle income
group ($1000 per HH in
Moscow).
Secondary
Audience
Penny
Grabbers
Younger group of consumers, are
looking for taste and indulgence
in food and in tea in particular
Penny
Grabbers
Food
Innovators
A bit younger then black teadrinkers, are more aware of
trends and innovations
Penny
Grabbers
Priceconscious
Dieters
*Black & black flavored

56. “B” Pure Black 100tbs promo effect SOM Value

“B” & Competitors BHC
Summer 2010 vs. Summer 2009
“B”
%
vs. 2009
7
Conviction
-3
Princess Noory
%
Princess Gita
%
7
(11)
1
+4
18
(14)
6
53
(50)
30
55
(52)
31
Advantage
19
Performance
64
+5
Relevance
66
+5
Presence
81
+4
74
(75)
Princess Kandi
%
May Tea
%
1
(2)
(2)
9
(10)
(4)
19
(17)
58
(58)
60
(61)
72
(72)
4
(5)
29
(35)
(32)
31
(37)
(33)
44
51
(51)
(43)
“B” has very high brand awareness (Presence) due to massive advertising
“B” ability to convert consumers from awareness to brand relevance is better than of a key competitor – Princess Noory
“B” lost in loyalty (conviction) vs 2009 and now it’s at the level of Pr. Noory
Base: total sample (600)
() - Figures from previous time period
- Significantly different versus previous time period

57. “B” 100tbs Bears promo

Brand Pyramids Details
“B” tends to work out its negative quality perception & adequacy to needs.
“B”
%
Princess Noory
%
Better value
9
9
8
9
15
5
8
9
9
15
Poor quality for the price
Performance
Taste/perform worse
8
12
15
16
Cost too much
1
9
13
14
Different
Conviction
And
Advantage
Relevance
Better quality
Taste/perform better
Appeal more
Too cheap
Not meet needs
Lack appeal
Presence
Unaided Awareness
Ever Tried
Base: total sample (600)
- Significantly different versus previous time period
2
2
2
3
4
0
17
77
16
23
11
16
21
27
26
0
13
20
18
9
70
Princess Kandi
%
1
2
2
2
3
0
16
21
17
29
Princess Gita
%
5
51
44

58.

Image positioning mapping
2nd dimension: 11%
“B” as a popular Russian tea brand, 2009
Typical Russian brand which
can be found everywhere
Lively/dynamic
Brand dynamism
Local proximity
Can find everywhere
Innovative
“B” Princess Kandy
Beseda
“L”
Lipton
Stylish
Princess Nuri
Princess Gita
Gives energy
Bring family together
Good for me
Feel good when drink it
Revitalize
Cordial/cosy atmosphere
Greenfield
Experts in tea
Ahmad
Sophisticated taste
Great taste
English brand
Tradition
= Beseda brand keys
May Tea
Brooke
“BB”Bond
Brands for you
Indulgent/a treat
Healthy
Natural
Akbar
Dilmah
1st dimension: 75%
Note: “Typical Russian brand” has been removed as too polarizing

59. ABC analysis “B” vs competitors, SOM Value

“B” & competitors' image perception
Summer 2010
The only strong characteristic of “B” is “Russian Brand”
In %
“B”
10
11
6
8
12
10
22
7
20
10
15
16
7
9
Feel good
Brand for you
Great taste products
Quality products
Bring family together
Indulgent/a treat
Natural drink
Gives me energy
Healthy drink
Revitalize me
Warm brand
Contemporary/up to date
Sophisticated taste
Stylish brand
44
Can find everywhere
Innovative
Lively/dynamic
Experts in tea
Ethical brand
English brand
Enjoyable experience
Russian brand
Princess Gita
9
12
14
8
0
10
Base: Total sample (600)
- Significantly different versus previous time period
70
3
4
2
1
4
2
11
2
13
4
8
6
1
1
29
1
2
2
2
0
2
7
Princess Kandi Princess Noory
3
4
1
1
4
2
10
3
11
4
7
5
0
1
24
1
1
2
2
0
2
6
11
13
5
6
10
8
17
8
15
10
13
12
3
3
40
5
4
5
5
1
8
7

60. Assortment structure “B” vs competitors

“B” Semantic Analysis
LEARNING: The brand is most intensively associated with home which in its turn leads to such positive associations as family, warmth and coziness. Emphasizing “Conversation’
also resulted in other pleasant associations with tea consumption : ‘Friends’, ‘Cheerfulness’, ‘Sincere’, ‘Calming’.
“B” is not directly associated with important product characteristics (e.g. ‘pleasant taste’, ‘strong’, ‘saturated’). Respondents recall them only in connection with abstract words.
When respondents recall “B”, they first of all think of ‘family/relatives’,
‘conversation’, ‘house’, ‘house-spirit’, ‘old man’, ‘tea party’, ‘friends’. These
words are the closest associations with the brand.
Sincere
Calming
“Kind’, “Pleasant taste’,
‘Saturated’, ‘Tonic’, ‘Traditional’,
‘Tea set’, ‘Cozy’
form the second level of
associations.
Friends/ friendly
Second level:
supplements the
first-level
associations
Cheerful
Kind, tender
Conversation
Tea party
Pleasant taste
«В»
House-spirit
Family / Relatives
First level:
“top of mind”
associations
Saturated
Tonic
Aromatic
Strong
Old man
Cozy / coziness
Home
Warm
Traditional
Tea
set
“Aromatic’,
‘Strong’, ‘Warm’
and ‘Calming’
form the third
level of
associations.
Third level:
supplement the
second-level
associations
SEMANTIC NETWORK ANALYSIS OUTLINE:
1. Size of bubbles shows the share of respondents that mentioned the word.
2. The lines show the presence of connection between the words.
3. The distance between the brand and the word is determined by the mean rank of mentions (if
the word is pointed out in first mention, second mention etc): the lower is the mean rank the
closer is the word to the brand.
4. Associations form levels according to the distance between the words and the brand.

61. “B” vs competitors PB Loose tea tasting results, Q3 2010

PACKAGE

62. “B” vs competitors PB TBs tasting results, Q3 2010

Players in PB segment: package comparison
“B”
Princess
Noori
Lisma
May Tea
32
17
25
Princess
Kandi
Princess
Gita
Golden
Bowl
Pack
Range (#
of SKUs)
6
Country Not stated
of origin/ (Classic,
Quality
Velvet
claim
taste)
12x6,5x4,5
Pack
dimensions sm
(25-26 tbs)
Color
coding
Quality (Best,
Highgrown,
Original, etc)
Origin
(Keniyan;
Ceylon)
14x6,5x4
sm
Stated
Origin
(Indian or
(Ceylon)
Ceylon) +
Aroma,
Strong,
Revitalizing…
14x6x4sm
14x6x4sm
10
Origin
(Ceylon)
14
Origin
(Indian)
6
Origin
(Indian,
Ceylon)
13x6x5sm
Broun for Different color Broun and Red triangles, Orange
White with
Red
Classic and
for each
yellow
colored stripes stripes stripes colored strips
dark-blue for
for variants
variant
(different tints for variants
Velvet Taste
differentiation
and shades) differentiation

63.

Players in BF segment: package comparison
Princess
Noori
“B”
Lisma
May Tea
6
7
Not stated
Not stated
Princess
Kandi
Princess
Gita
Golden
Bowl
Pack
Range (#
of SKUs)
Country
of origin/
Quality
claim
12
10
Not stated
Pack
12x6,5x4,5
dimensions sm
(25-26 tbs)
Color
coding
Broun
Origin
(Ceylon)
14,5x7,5x6
sm
10
14x6x4 sm 14x6x4sm
Different color Broun and
for each
yellow
variant
Red
triangles
Different
color for
each variant
14
15
Origin
(Indian)
Not stated
13x7x4sm 13x6x5sm
Red
stripe
White with
colored strips
for variants
differentiation

64. Tea category perception

Players in GF segment: package comparison
“B”
Princess
Java
Lisma
May Tea
Golden
Bowl
Pack
Range (#
of SKUs)
3
11
Origin
(Chinese)
Country
of origin/
Quality
claim
Not stated
Pack
dimensions
(25-26 tbs)
12x6,5x4,5
sm
14,5x6,5x4
sm
Green
Green
Color
coding
1
5
Not stated
Not stated
14x6x4sm
Green with
yellow
stripe
14x6x4sm
Red
triangles
4
Not stated
12x8x6sm
White with
colored strips
for variants
differentiation

65. Penetration of Tea and “B” by Group

Players in HF segment: package comparison
“B”
Princess
Java
Lisma
6
1
12
Delisted
Karkade
Karkade
14x6x4sm
13x6x5sm
May Tea
Golden
Bowl
Pack
Range (#
of SKUs)
4
Base for
the drink
Fruit-Herbal
drink
Herbal tea
(karkade)
Karkade
12x6,5x4,5
sm
14,5x6,5x4
sm
14x6x4sm
Pink
Red
Pack
dimensions
(20-25 tbs)
Color
coding
Broun and
yellow
Red
triangles
White with
colored strips
for variants
differentiation

66. “B” is interesting for…

“B” packs are less noticeable on shelf in comparison with key competitors – Pr. Noory
andLisma.
%
On–shelf Brand visibility
(spontaneous, first
mention)
“B”
18
Lisma
1. Which products do you remember seeing on shelf?
Base: 137/ 137/ 135
72
39
Princess Noory
“BB”
On–shelf Brand visibility
(spontaneous, Total
mention)
77
33
7
80
59

67. “B” target audience,

Thank you!