Vol. 12, Special Issue 9 (2023)

Author(s):
Sonam Chandrakar and Dr. Hulas Pathak

Abstract:
The research was conducted to study the various marketing strategies applied by the tea beverages brand to attract their customers towards tea in Raipur city. The sample included 100 consumer and 25 employees of various tea beverage outlets. The marketing strategies and consumer preferences were identified by a structure questionnaire and evaluated through various percentage and Garrett ranking tool. The study reveals that brand positioning, social media presence, customer feedback and reviews, ambiance and interior design were the most influencing strategy for brands. The brand positioning was observed in I (first) ranked with mean score found (79.00), followed by social media presence and customer feedback and reviews were observed in II (second) ranked with mean score found (63.25), III (third) ranked observed in ambiance and interior design with mean score found (56.50). It is very important to have a unique tagline for each brand in order to create their wide customer base and attract them. Tagline helps in building a separate brand image and makes it easy for the consumers to remember their favourite brand. Result also shows that break-even point is highest for Nukkad that is 1.20. It means the cost to profit ratio is greater for it as compared to other tea beverage brands. The minimum break-even is for Chai Govindam that is 1.03. It suggests that profit is higher in comparison to the cost of the outlet. Ashwini Amruttulya has a breakeven of 1.16 and Chai sutta bar has 1.11.