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Prospect & Problems of HRC Tea Executive Summary

HRC Tea is the one of the best product of HRC Family of companies. And also HRC Tea is the one of the best tea in Bangladesh in quality and service. In 18 years ago HRC Tea introduce in Bangladesh in the party of HRC Products Limited, Whose Chief Executive officer (CEO) is Mr. Sayed Hossain Chowdhury. HRC Tea is the best quality Tea in Bangladesh and which is producing in their two own garden. I want to see or seek the current market Share and Coverage of HRC Tea and which is the main problem or how much prospect in Bangladesh or in abroad. I think that HRC Tea have greater prospective or potentiality both in Bangladesh and in abroad. But this tea needs guideline to spread his/her market. In Bangladesh HRC Tea have greater potentiality with in a few years if the Company policy maker take care it effectively. I wish the best lick of HRC Tea.

Introduction

HRC was constituted in March 1991 and is today a leading blue chip conglomerate of Bangladesh. Its diversified business interest includes Ship Owning/Chartering, Shipping Agency, Distribution, Leasing, Foreign Representation, Travel Trade, Tannery and Finished Leather Processing, Tea and Rubber Plantation owning, Tea Blending / Packaging for local market / export, Infant Formula and Cereals, Commodity, Real Estate, GLS Bulb manufacturing and Media publications. The group now consists of 16 diverse member companies independently driven by dedicated team of professionals with enviable track


records. HRC through its associate companies also has substantial investment in General Insurance, Banking, Housing Finance and IT sectors.

BUSINESS INTERESTS OF MEMBER COMPANIES

I) HRC Syndicate Limited Principal activities of this company are exports, foreign representation, constancy, leasing and general trading. It has established excellent network with leading Business Houses in Switzerland, Poland, CIS, The Netherlands, UK, UAE, India, Pakistan, Sri Lanka, Malaysia, Singapore, PRC and Taiwan. This company has internationally established itself ad one of the most reliable exporter of Bangladesh Bank Tea. The Government of Bangladesh had classified HRC as a CIP company for the last 9 consecutive years taking into accounts its export achievements since 1991/1992 financial year. During 1993/94, 1994/95, 1995/96, 1996/97, 1997/98 and 1998/99 Tea Auction season HRC was Bangladesh No. 1 Tea Exporter. HRC has been awarded with 7 National export trophies. The company received Gold trophies for its achievements during 1992/1993, 1993/1994, 1995/1996,1996/97 and 1997/1998. For they year 1994/1995 2001/02 it received National expects to receive more trophies for its export performance in they years to follow. ii) Bangladesh Shipping Lines Limited (BDSHIP)


The company is engaged in the business of shipping agency and chartering. It regularly handles a good number of Liner and Tramp vessels consisting of container, combi, tanker, bulk and general cargo vessels in the ports of Chittagong and Mongla. According to official Statistics from January 1991 to December 2001 BDSHIP has handled maximum number of vessels in Chittagong port. It currently acts as General Agents of following Foreign & Bangladeshi Ship owners: − M/s. China Ocean Shipping (Group) Company of PRC − M/s. CMA-CGM S.A. the French Line − M/s. Compania Chilena de Navegacion Interoceanica S.A. (CCNI) of Chile − M/s. Stolt-Nielsen Transpiration Group Ltd. of USA The company also acts as agents of HRC Shipping Limited for its container feeder service on Chittagong/Singapore/Port Klang/Chittagong route. From July/01/95 BDSHIP has been representing as sole Bangladesh Member to the Muyltiport ship Agencies Network of London, UK. (iii)HRC leather Complex Limited This export oriented industrial unit (formally Hilton Leather Complex Ltd.) is located in Chittagong. It was purchased in the last quarter of 1990 and thereafter re-named and 1992. The tannery has installed capacity to process up to 4,50,000sq. it. of cow, sheep and goat raw hides into crust and finished leather. (iv) Baridhi Shipping Lines Limited (BSLL) This member company acts as general agents for shipping container giants EVERGREEN LINE and UNIGLORY LINE or Taiwan. It handless approx.1700 TEUS per month in the ports of Chittagong and Mongla. The company also acts as gaents of HRC shipping Limited for its container feeder service on Chittagong/ Colombo/Haldia/ Chittagong route.


(v) Bangladesh Land Limited In January 1993 the company purchased ‘Clevedon Tea Estate’ (CTE) located in Sylhet’s premier tea belt region. The plantation has annual production of approximately 425,000 KGS made tea on a total grant area of about 1500 acres. In April, 1994 ‘Dildarpur Tea Estate’ (DTE) bordering ‘Clevedon’ was purchased, having total grant area of about 815 acres and annual production Of approximately 145,000 KGS made tea. The factories in the Tea Estates have been fully modernized under BMRE Scheme and boast the state-of-the-art machinery available to he Tea Industry. The management practices the policy of upgrading its production facilities at regular intervals to maintain the highest quality of tea processing. Hence, both CTE and DTE under HRC ownership have been fetching top prices for its made tea in the Chittagong weekly tea auctions. The tea gardens are now within the top 5 tea estates out of Bangladesh's total 159 tea gardens. During the tea auction seasons of 1998/99, 1999/00, 2000/01 and 2001/02, CTE ranked as the number tea garden of Bangladesh. Production yield per hector of both the estates is much above the national average of the country. In addition to massive field development works and planting of high yield variety Clone Tea, Bamboo plantation and Malaysian variety of Rubber had been undertaken by the estates where soil has been tested and found suitable for its cultivation. (vi) HRC Properties Limited The Company owns a number of prime commercial properties in Chittagong, Khulna and Dhaka. These are in turn leased / rented out to HRC family companies. The group's Corporate HQ is earmarked for future construction in one of its properties located in Sangshad Avenue (over looking the House of Parliament) at Dhaka. viii) HRC Travels Limited Since January 1995 HRC represents EVA Airways Corporation of Taiwan as its Office Line Sole Agent for the territory of Bangladesh. The travel agency operates in the capital city of Dhaka and the port city of Chittagong. (x) HRC Shipping Limited


The company purchased it's 1 st container feeder vessels M. V. Banga Biraj (now re-named as MV. Banga Lanka 528 TEUS) on December 31, 1997 to operate under Bangladesh flag between Chittagong/Mongla port and the international container transshipment port of Singapore. The 2nd feeder vessel M. V. Banga Birol (607 TEUS) came into service during July/1998. HRC's 3rd and 4th container feeder vessel M. V. Bangla Bijoy (452 TEUS) and M.V. Banga Bonik (456 TEUS ) was launched on March 08, 2000 and October 2, 2000 respectively. TJie 5th vessel M.V. Banga Biraj (669 TEUS) was the 6 th container feeder to join HRC fleet on November 09, 2001. The 7 th container vessel M.V. Banga Borat (846 TEUS) was taken delivery on March 25, 2002. HRC feeder network now operates on Chittagong / Singapore / Port Klang / Chittagong and Chittagong / Colombo / Haldia / Chittagong routes. Its will soon extends its service to the Indian port of Tuticorin. HRC has purchased slots from Shipping Corporation of India (SCI ) on its weekly container service from India to PRC. Service route covers Nava Shiva / Colombo / Singapore / Bussan / Shanghai / Hong Kong / Colombo/ Nava Shiva ports. HRC is now the largest private sector ship owner / perator of Bangladesh. It has planned to increase its container vessel fleet to 8 by June 2002. From February 2000 the Italian National Shipping Line M/s. LLOYD TRIEST1NO DE NAVIGAZIONE S.P.A. appointed HRC to be its general agents for the territory Of Bangladesh. (XI) HRC Lighting limited, This highly precision industry is located at the HRC industrial Estate, Savar. After successfully completing trial production run, it had gone into commercial production of Incandescent Light Bulbs (GLS) from October 1998 to meet growing local demand. Installed capacity is 16 million pcs per annum product launched in the market under brand name 'HRC has been received very well due to its better lamination and long life. There are plans to produce Tube Lights (TL) and Energy Saving Lights in the near future. xii) Arkan Express Limited This company was purchased in December 1996. It owns a prime plot of land at Agrabad commercial Area, Chittagong. HRC has in its drawing board a steel unobstructed multistoried office building to the constructed on this land, providing unobstructed view of the river Karaaphuli and the berths at Chittagong port. The company owns and operates a


fleet of modern prime movers &Trailers. The equipment are engaged go primarily assist efficient handling of HRC's vessels & containers at Chittagong port, due to inadequate number of equipment available with the Chittagong port Authority. xiii) Hamid Properties Limited HRC purchased this company in December 1993 engaged in real-estate business. It has recently finalized design / plans for developing a 12 storied modern office building in one of its own land located in Kawran Bazaar commercial area of Dhaka. Ground breaking will be in April 2002 and completion is expected by December 2003. xiv) HRC Bangladesh Limited This company is the investment wing of HRC and has sponsored / promoted a number of public companies along with other leading Commercial institutions of the country. National Housing Finance & Investment Limited is a leading company in the field of Housing Finance. Premium Securities limited is a member of the Dhaka Stock Exchange and engaged in stock brooking. Brilliant Hera limited is a Sri Lanka joint venture for diamond cutting & Polishing, the first of its kind to be set up in Bangladesh. One Bank Limited is a 3rd generation fully licensed private sector commercial bank presently operating with 6 branches. xv) HRC Freight Limited It provides solution in freight Management and offers comprehensive consolidation and freight forwarding services, which includes service storage, transportation and multicountry consolidation. The company acts ad agents to the following NVOCC principles: a) Flash Line 2000 UK Limited, UK. b) American Independent Lines, USA. c) Dhow Express Corporation, Korea. d) Oughtred &Harrison Ltd., UK. e) Nuri Sea & Air co., Korea. f) Sun Duck Shipping Co., Korea. g) RTW (Round the World) Corporation, Taiwan.


Company also specializes in transporting project and oversized cargo with its fleet of heavy-duty prime movers and trailers. xvi) HRC Media Limited It is the publisher of the National Bengali Weekly TROTICHITRA' (Meaning 'Blue print'). There are future plans to publish national Dailies in English and Bengali Language. The Company is also shareholder director of M/s. Holiday Publication Limited which is the chequered publisher for 37 years of the national weekend English newspaper 'Holiday'.

Premises DHAKA(HQ) The Corporate Head Quarters of HRC Group is located at 4/F TCB Bhaban, 1 Karwan Bazaar Commercial Area, Dhaka—1215. DHAKA (DISPLAY CENTRE) This is located in Sangshad Avenue (over looking the House of Parliament) and boasts a modern display centre of HRC's range of products. The Marketing Department of GLS Bulbs and Packet tea operates out of these premises. CHITTAGONG HRC owns this rather attractive office building having total floor space of 49,000 sft. on four (4) floors. It is located in the heart of Agrabad Commercial Area. The tannery premises are located in the Industrial belt of Kalurghat. KHULNA (MONGLA) This office is in the center of khulna town. It also has guesthouse provision for company visitors in view of rather poor hotel facilities in this part of the country. BOGRA This is

a liaison

office-cum-depot

primarily responsible

business in the Northern Region of the country.

for

HRC's distribution


KULAURA The office is responsible for day to day management of HRC's two (2) tea estates and rubber plantations. SYLHET This is a liaison office-cum-depot for HRC's product distribution in Sylhet Division. COMILLA This is a liaison office-cum-depot for HRC's product distribution in Comilla district. SAVAR HRC Industrial Estate is located near to the National monument on an area of approx. 25 acres of land. Phase 1 of the development works has been completed and two (2) industrial units are in commercial production.

Organization Structure HRC is a group of Companies. CEO (Chief Executive Officer) Mr. Syeed Hossain Chowdhury heads Whole Company. HRC Product Limited is the member of HRC Family of Companies and Tea Department is one of the Department out of three department of HRC Product Limited. HRC Product Limited is considered the biggest department under HRC Product Limited. There are around 250 People in this department. Marketing Head is Deputy General Manager- Marketing (D.G.M.) Mr. Abu Sayed Raza. The Organogram is look like mentioned beneath.


CEO

D.G.M.

n Charge Dhaka Metro

In Charge

Mymenshing In Charge

In Charge Zone A

In Charge Zone B

Field People SM/ASO

Field People SM/ASO

In Charge Zone C

Field People SM/ASO

In Charge North Bengal

Charge Cumilla

In Charge Zone D

Field People SM/ASO

Bogra

In Charge Khulna

Rangpur

In Charge Chittagong

Chittagong Metro

In Charge Sylhet

In Charge Greater Dhaka &Barishal

Greater Chittagong G. Dhaka

Barishal


Origin of HRC Tea Tea pack will deal here periodically with a range of issues concerning the tradition, culture and technology of tea around the world. We shall start by telling you about a few aspects of the Japanese "tea ceremony". The Tea Ceremony This famous ceremony actually arose I China, and was brought to Japan around 700 AD by Zen Buddhist monks. Every temple has a well-kept garden, with a building made of natural materials, such as wood, bamboo and paper: this is the tearoom, set aside especially for the famous ceremony. Before entering the room, the guests must wash their mouths and hands in the running water flowing from a small stone fountain near the entrance. The house has only one, bare room, where the Tea Master prepare the drink according to a well defined ritual pattern, and dilutes a powdered and bitter tea (matcha) in water, mixing it with a bamboo whisk. Traditionally, very sweet cookies are eaten to make up for the bitterness of the tea. Courses are also held to teach how to perform tea ceremonies; small but nourishing quantities of food are served during the first lesson. The cooking tradition stemming from the tea ceremony is called chakaiseki ryoni. The classic tea ceremony lasts several hours, and provides participants with an opportunity to find spiritual peace and harmony- the actual tea drinking is of secondary importance, In Japan, about one million people regularly attend tea ceremonies.


After packing from the garden all the tea leafs are being kept on the fermenting house. To complete the fermenting with it required 5 to 8 hours (aprox.) and after them then fermenting tea's brings through different dryer and fermenting tea's coming out as dryer mill after processing of different dryer's. From here the tea graduals run through another dryer which segmentation and graduals into different grade of tea. Though whole the process is coming through different processing machine but physical knows how of the graduals of different stages is very important are final good product outputs.

Figure: Garden of HRC

Garden

Clevedon

Dildarpur

Category of HRC Tea HRC have 4 Category of Tea. Which is the bellow---

Category of HRC Tea


Orthodox

Broken

Dust

Faring

Broken Orange PECO (BOP)

PF

PD

HD

RD

CD

SED

1) Orthodox Orthodox is the primary stage of Tea. Orthodox is collecting from to garden. And which have not consumer without processing. The local customer or labor of tea garden or farmers are normally it use without processing.

2) Broken It is the other most important category of HRC Tea. It is the better quality than the orthodox. This category is selling under Bazaar pack. 250 gm, 500 gm, 100 gm, and 2000 gm pack tea is called the Bazaar pack. Now, HRC have not emphasized this category tea because of consumer pack 10 gm, 50 gm, 100 gm and 400 gm. 3) Dust Dust is the better quality of in HRC or any other tea brand in Bangladesh. Dusts have some categories. Which are the bellows --a) PECO Dust (PD) Pack size: 500 gm, and lOOGgm. b) Hotel Dust (HD) Pack: Pack size: 400 gm, 500 gm, and 1000 gm, 2000 gm.


c) Red Dust (RD) Pack size: 500 gm, and 1000 gm. d) Charamoni Dust (CD) Pack size : 500 gm and 1000 gm. e) Super Churamoni Dust (Super CD) Pack size: 500 gm and 1000 gm. 4) Faring Faring has 1 category which name is PECO faring (PF)


S/L

Caption

No.

No.

Market

Of Outle

Sales Person

HRC

Ispahani

Tazz

Finley

Con. Baz

Con.

Con.

Tetly

Pran

Others

t Con

Baz . 5

194

1

Kazipara

58

Kasam

. 74

2

(mirpur) Lalmatia

92

Kasam

160

64

178

3 4 5 6 327 87 9 10 11 12 13 14 15

(mirpur) Minpur-11 Mirpur-10 Mirpur-13 Mirpur-14 Kafrul Rupnagor Mirpur-2 Muslim Bazaar Duaripara Kakoli Bonani Mohakhali Gulshan-1

103 83 69 101 69 88 86 105 97 90 92 114 135

Kasam Halim Halim Halim Halim Jahid Hossain Jahid Hossain Jahid Hossain Jahid Hossain Zahirul Zahirul ahirul Zahirul

138 85 46 127 81 66 60 150 163 58 166 153 276

217 3 59 161 8 20 11 37 520 35 8 1 101

836 142 49 109 172 216 356 303 216 290 172 223 303

164 3 2 19 122 10 46 46 46 4 47 169

Ba

Con

z 125

. 21

146

30

1

67 10 4 6 33 7 60 39 54 18 44 90 11

2 3

473 102 15 129 125 59 240 258 150 163 89 187 174

3

10 13 2 17 3 13 15

9

18 80

Baz.

Con. Baz Con Ba .

.

z

266 51 2 1 27 10 34 1 32 10 7

1 1 1 3

3

3 7 1 30 6

7 4 29 30 12

Remark s


16 17 18 19 20 21 22 23 24 25 Total

Gulshan-2 Badda Aftabnogar Bonosree Gonan Noyabazaar Sutnapur Sodorghat Moulovibazaar Anandobazaar

150 120 161 114 98 131 109 109 160 135 2669

S/L

Caption

No.

No.

Market

Of Outle

Zakirul Zakirul Zakirul Rafiq Rafiq Monr Monir Monir Jafor Jafor

Sases Person

164 267 267 90 125 96 135 80 173 102 330

49 192 205 8 21 47 5 9 46 25 187

309 309 393 315 238 498 226 596 697 512 785

17 54 92 11 17 134 4 84 20 83 119

2

5

2

4

HRC

91 265 198 268 157 185 109 356 236 200 4501

5 1

24 2 14

27 11 12 2 134

14

7 62 22 52 42 24 33 22 52 9 819

2

1 2 3

2 13 33

1

2

1 20

3

1 19 150 34 44 657

7

Ispahanl

Tazz

Finley

Con. Baz

Con.

Con.

2 13 5 5 5 1 1 20 1 58 42 8

Tetly

Pran

Others

t Con

Baz . 4

55

14

83

1

Kazipara

58

Kasam

. 30

2

(mirpur) Lalmatia

92

Kasam

66

(mirpur)

Ba

Con

z 31

. 14

61

18

Baz.

Con. Baz Con Ba .

1

.

z

Remark s


3 4 5 6 327 87 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Total

Minpur-11 Mirpur-10 Mirpur-13 Mirpur-14 Kafnal Rapnogor Mirpur-2 Muslim Bazaar Duaripara Kakoli Bonani Mohakhali Gulshan-1 Gulshan-2 Badda Aftabnogar Bonosree Gonan Noyabazaar Sutnapur Sodorghat Moulovibazaar Anandobazaar

103 83 69 101 69 88 86 105 97 90 92 114 135 150 120 161 114 98 131 109 109 160 135 2669

Kasam Halim Halim Halim Halim Jahid Hossain Jahid Hossain Jahid Hossain Jahid Hossain Zahirul Zahirul ahirul Zahirul Zakirul Zakirul Zakirul Rafiq Rafiq Monr Monir Monir Jafor Jafor

46 49 38 73 45 23 20 71 35 30 56 56 73 62 63 82 32 35 58 64 34 77 54 127 2

18 3 17 23 4 4 4 7 26 6 3 1 18 13 22 21 4 6 5 5 4 20 9 261

88 71 23 53 59 70 73 92 71 73 57 93 92 122 88 139 100 77 106 73 89 139 116 210 2

18 1 1 5 12 4 6 7 5 2 12 34 8 7 16 4 7 14 1 12 5 19 200

53 42 17 51 36 26 59 90 49 50 54 82 80 51 51 77 83 42 57 47 80 83 67 1419

1 1 1 5 4 7 2 6 8 2 1

2

4 9 4 1 4

12 8 5 1 64

24

25 5 4 9 14 15 32 22 18 13 32 53 10 10 31 15 32 19 6 21 12 33 6 469

2 8 1 1 1

8 1 3 2 5 6

2 9 1 4 6

2

1

1 1 4

5 2 2 18 7 2 5 5

1

1

2 25

1 12 32 14 16 146

4 2 9 4 14 3 1 4 1 1 1 1 1 5 73


Market Position of HRC and Different Tea We know that their present market scenario measures a company's position. Here we can see that the current Scenario of HRC Tea is not good or not health. Their market share and Coverage is not sufficient which they are expected. In this graph we can see that the present market scenery of Tea Company. I am start survey Aug 15, 2009 and finished at the date Oct, 06 2009 and visit 25 caption Market in Dhaka city. Which have in the table. I am also visit 2669 Outlet with in the Caption Market with their (HRC) Assistant Sales officer fir seek the current stock of different tea Company to their (retailer) Outlet for measure the Market Share and Coverage of different tea in Bangladesh. Here, I want to explain my survey, which is in the table.

Position in share In this survey Report we see that the market share of consumer pack (10 gm, 50 gin, 100 gm, 200 gm 400 gm) and per pack (500 gm, 1000 gm) HRC 19% Ispahan 45% Tazza 26% Finely 1% Tetley 5% Pran 1% Others 4% (Scylon, Magholia, Fresh, union Shah-Wallace, Khondker and some local tea)

Summary: Market Share of Different Tea

Total Stock

Consumer

Bazaar

(Kg.)

(Kg.)

HRC

3302

1857

Jjspahani

7852

1194

Total

Share % Consumer

Bazaar

5159

19

51

9046

45

33


Tazza

4501

26

Finley

134

147

281

1

4

Tetly

819

2

821

5

1

Pran Others

20 657

3 428

23 1085

1 4

1 12

Total

17285

3631

20916

83

17

The Market Share of Consumer Pack (10gm. 50 gm. 100gm. 200gm. & 400gm) of different Tea in Dhaka City.

The Market Share of Bazaar Pack (500 gm. & 1000gm) of different Tea in Dhaka City.

Share of Ispanani


We know that Ispahani is the leader tea Company in Bangladesh. Their market share is 45%, which is the half of total tea in Bangladesh. Share of Tazza We can see that the Tazza is the challenger of Ispahani tea. Their market hare is 26% of total Market Share. I think they are not strong challengers of Ispahani. Share of HRC We also see that my Internship Company HRC products Limited (Tea) position is number 3 in consumer pack. They are also challenger competitors of Ispahani. But in Bazaar pack (500 gm, 1000 gm) HRC is the leader Company in Bangladesh. Their Market Share more than half of total market in here. In Bazaar pack HRC market Share is 51% where Ispahani is 33%. In this survey we also see that in 25 routes of Dhaka City there have 17,285-tg consumer pack in 2669 outlet. And also see that there has 363 kg. Bazaar jacks in 2669 outlet. In this 17,285-kg of consumer pack HRC have 3302-kg consumer varieties and 7,852 kg Ispahani and 4501 kg Tazza and rest are others. In Bazaar (500 gm, and 1000 gm) pack there have total 3631 kg in 25 routes and 2669 outlet of Dhaka City. This 3631-kg Bazaar pack HRC has 1857 Kg, Ispahani have 1194 kg, and rest is others. Position in coverage In this survey report we see that the market Coverage of consumer pack (10 gm, 50 gm, 1 00 gm, 200 gm and 400 gm) and Bazaar pack (500 gm and 1000 gm) is the bellow. Coverage Of Ispahani Here we see that the coverage of Ispahani have 2102 Outlet in consumer pack with in the total 2669 outlet. And Bazaar Ispahani Coverage is 200 outlets with in the 2669 total outlet.


The Coverage of Ispahani Consumer pack is 79% and Bazaar pack is 8% of .669 outlets. Which is so much better than any other brand in Bangladesh? So we can say that Ispahani also leader of coverage in tea market.

Coverage of HRC HRC Coverage HRC have 1272 outlet in consumer pack with in the total 669 outlet. And Bazaar pack HRC Coverage is 261 outlets out of 2669 outlet, he Coverage of HRC Consumer pack is 48% and Bazaar pack is 10%. Both consumer position of 2 nd position of tea market in Bangladesh. Coverage of Tazza Tazza Coverage have 1419 outlet in total 2669 outlet of consumer pack. It is total coverage of Tazza because Tazza has not Bazaar varieties. If Tazza is 2 nd in consumer pack but in both coverage Tazza have lower than the HRC. Coverage Of Tetley Tetley is the other good tea company in Bangladesh. Their coverage is not. They have 469 outlets out of 2669 outlet.

Summary: Market Coverage of Different Tea. Total Stock

Consumer

Bazaar Outlet Total

Outlet

Coverage % Consumer

Bazaar

HRC

1272

261

48

10

Ispahani

2102

200

79

8

Tazza Finley Tetly Pran

1419 64 469 25

24 1 1

53 2 18 1

1 1 1

Others

146

73

6

3

Total

2669

2669


The Market Coverage of Consumer Pack (10gm. 50gm. 100gm. 100gm. 200gm. & 400gm) of different Tea in Dhaka City.

The Market Coverage of Bazaar Pack (500gm. & 1000gm) of different Tea in Dhaka City.

Mentioned hereby that the coverage of HRC is better than any other brand or same in narrow lane area. But in caption Market area the coverage and share of HRC is very much poor than the Tazza and Ispahani. I think its are possible by low customer demand of HRC Tea. Every retailer said that there has no person who hare want his own for HRC Tea. They (retailer) always push the HRC Tea not sale with customer demand. So I can say that the push strategy of HRC is better but there have no pull strategy. Push strategy Demand

Demand


Producer

Retailer/Wholesaler

Demand Producer

Consumer

Demand Retailer/Wholesaler

Consumer

Figure: Pull VS Push Strategy Push strategy increase sale slowly but pull strategy create customer demand every know that. So I think HRC should get some pull strategy for increase their market share and Coverage. Their market share and coverage is not good. Their policy maker should identify their problem effectively. I think their management should be future oriented, which is essential for them. They should expenditure for advertisement, which is essential for publicity of every product.

Demand of Different Brand In both consumer and Bazaar pack HRC position is number 2 in total Market Share and Market Coverage. Because the sum of consumer and bazaar pack (3302 +1857) =5159 kg which is higher than the Tazza. Because Tazza have not any Bazaar pack. They have only consumer pack. In this sense we can say that .HRC is the main competitor or challenger of Ispahani, but not individually (only consumer pack). Though the demand of HRC is very much low than the Tazza. I think the demand of Ispahani is better than any other brand. Then the demand is Tazza, which is LEVER Brothers Company Bangladesh limited. On the other hand the demand of Ispahani more than the any other Company in Bangladesh. And they have strong brand image, which they build day by day. In this goodwill or brand image increase Ispahani demand and which is help to increase sale. They have strong branded image but they always try to aware, the consumer or customer for their best. We know that the have attractive advertisement of Ispahani in both Electronic and Print media. And we also know that Ispahani sponsored in ATN Bangla News. Present competitive market there has no alternative of publicity. I think HRC market Share


and Coverage increase smoothly if they continue widely TV advertisement as soon as possible.

Major Competitors Company of HRC Every Company has some competitors. A company is growing with various competitors. Every company should identify their competitors if he/she growing smoothly. So HRC Tea also identify their competitors. Which is the bellow—? 1. Ispahani Ispahani is the main competitors of HRC Tea. The maximum share is capturing in Ispahani Tea. The growing of HRC Tea is not sufficient for Ispahani. The brand image and quality and their channel of distribution is the cause of harmful for HRC Tea. HRC have 5 Categories of consumer pack. Such as 10 gm. 50 gm., 100 gm., 200 gm. and 400 gm. Ispahani also have 5 categories of consumer pack. On the other hand HRC have 2 bazaar pack. Such as 500 gm. and 1000 gm. And sameway Ispahani have 2 categories of bazaar pack, 500 gm and 1000 gm. On the other hand the price of Ispahani Tea's every category is same to HRC Tea. The turnovers of Ispahani Tea are so much better than others. The demand of Ispahani is so much high than any other brands. Sales of HRC Tea is not increase quickly for the demand of Ispahani Tea. 2) Tazza The other most powerful competitor of HRC Tea. The demand of Tazza is better than HRC. Tazza is a product of Uniliver . This brand name is helping to increase sales and market share. In Bangladesh Ispahani is the Leader Tea company and Tazza is their challenger. Tazza is main and closely competitor of HRC Tea. If HRC increase its market share and coverage I think they should and attack Tazza not Ispahani. The brand image of Uniliver is helping to capture Tazza's market Share. HRC should handle Tazza carefully wants their markets share.


3)TetIey The other Tea in Bangladesh whose name is Tetley. It's an ACI product. Tetley's Market shares and coverage is not same of HRC Tea. It's a new brand of Tea. Tettley can not harm go HRC Tea. So HRC should careful about it but not a matter of thinking. 4) Finely Other brand of Tea in Bangladesh. But their market share is not good. They have few market share and coverage. HRC should not think about it. 5)Pran Other brand of Tea in Bangladesh. They have not also big market share. Somewhat their brands are found. They have not harmed HRC Tea in current position. Pran is not a cause of thinking of HRC Tea. 6)SeyIon Tea It's a product of Abul Khayer Group. Their market share is not good but in recent their coverage are good than before. The new advertisement of Seylon is helping to increase market share and coverage quickly. Their promotional activities are better than other brands. Their market share is increase day by day. Seylon is a cause of thinking of HRC Tea. Because Seylon is harm HRC Tea than other brands. Seylon provide 50-gm. pack free with 400-gm. pack. And who have bought 2kg tea they provide 250-gm. pack and provide a Starship condense milk accompanying with 6kg. Tea. So, in a short time Seylon is a cause of harm for other Tea specially HRC Tea. 8) Khondokar Tea It's an other brand of Tea in Bangladesh. It's a local tea. There have not enough market shares. Somewhat its are seen. 9) Fresh


It's the other brand of Tea in Bangladesh. Their market share also not good. Their bazaar pack's are seen somewhat. 10) Dankan The big tea producer in Bangladesh. Their Tea is export mainly. The biggest exporter in Bangladesh is Dankan Tea. The other competitor brand of Tea is Bawani, National Tea, onion Sah-Wallace Tea. There are all competition tea brand of HRC Tea in Bangladesh.

Marketing Mix of HRC Tea Product Quality HRC Tea is one of the best quality products in Bangladesh. There have strong quality product, which serve their customer continuously. HRC collect orthodox Tea from their own tea garden. Their have 2-quality tea garden which is not available other tea company. Dildarpur garden is the best tea garden of HRC and also in Bangladesh. The best quality product of HRC is Clevedon tea. HRC is the number one tea for auction. They get high price when its are auction. So, I can say that there has no claim about quality of HRC Tea. Somewhat have claim but that’s not every time are not harmful for sale. The sale of HRC Tea is not same of in quality. Because of its low demand and unawareness. If the management creates awareness HRC Tea is going to market leader or challenger so fast. So, I think HRC should emphasize the customer demand and aware them for sale of best quality HRC Tea.

HRC Tea

Better Quality

Better Stock

Better Awarenes

Low Customer Demand

We know that product quality is depending on many various factors. Which is the bellow---


1) Product Varieties Product varieties are depending on company's policy making. Every company has not product varieties. But HRC has various categories of product. HRC have 2 categories of product. Which is a) Consumer pack b) Bazaar pack a) Consumer pack Consumer pack is the one of the most important categories of HRC Tea. Consumer pack or consumer varieties means the tea pack which weight is the bellow -

10 gm. 50gm. lOOgm. 200kg. and 400gm. Pack tea is called the consumer pack. The consumer pack of HRC tea is high much quality product. Sometime its are better quality of Ispahani and Tazza Tea. So HRC emphases their consumer pack for sale. They provide various promotional programs for sale consumer product. I think it they have increase their market share and coverage of consumer pack should emphasize the promotional activities. Such as start attractive advertisement in electronic media or print media. Because their product awareness is so much poor than their quality of product. b) Bazaar Varieties The another varieties of HRC Tea are Bazaar pack. Bazaar pack means which pack's weight is 500 gm. and 1000gm.

Bazaar Varieties


500gm

1000gm

Tie market share and coverage of HRC Tea in Bazaar variety is very much good than other Tea company. HRC is the leader in Bazaar varieties. But HRC not emphasizes Bazaar pack in consumer pack. In tea stall the HRC Bazaar pack's demand is very much than other tea company except local brand. 2) Quality of product Product quality is the part of product concept of marketing concept. Quality is first of HRC Tea. Quality tea helps to increase share and coverage. Quality product needs awareness to the customer for increase demand. HRC Tea is on of the best quality tea in Bangladesh. But tea customer or consumer does not know about the quality of HRC Tea. In today's competitive situation every company try to awareness the customer for increase sale. But HRC does not try it appropriately. But HRC should know that there has no alternative way to awareness the product except publicity. At last we can say that only quality product can not increase sale except publicity in today's competitive business field. So, HRC should maintain quality of product accompanying the publicity of product. 3) Design The other most important factors of product are needed for maintain quality. Product design is help for increase sales. HRC have good design pack, which is help to increase sales. The attractive product design is attract customer. If a customer choice the design of pack he/she buy the product. I think the packet design of HRC product is good than other brand. The 10-gm. Because its are attract customer in


their eye for hang front size of outlet and also attract for its price. So I can say that the product design is good of HRC. 4) Features of product The other most important factors of increase sales of a product. The features of HRC Tea are good than some brand. The features of HRC Tea are same of Ispahani and some time better of Tazza. The features of HRC Tea is the bellow---1) High quality product 2) Various categories of product 3) Various size of pack 4) The Tea is coming from their own garden 5) The good quality packet 6) Good color of packaging 7) Quality prove by BSTI 8) Timely distributing product 9) Delivery timely.

:

10) Better order collect process 11) There have own transport service to delivery product. 12) Sufficient supply of product 13) Number one garden tea in Bangladesh 14) Export quality tea 15) Expert, energetic, optimistic and enthusiastic sales person for sale product. 5) Brand name Perhaps the most distinctive skills of professional marketers are their ability to create, maintain, product and enhance brands. We know that brand as; a name term, sign, symbol design or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate from these of competitors. A brand name is a complex that can convey up to 6 levels of meaning. 1) Attributes 2) Benefits 3) Values


4) Culture 5) Personality 6) User. The brand name is basing the image of a product. HRC the family name have strong brand image in market. They're some various products of HRC families (which are discussing before). So, we can say that HRC Tea is the part of strong brand product under HRC families. As a result HRC Tea can spread their market with in a short time by the use of HRC families. Manufacturers and service companies who brand their product must choose with brand names to use. 4 strategies are available for brand name. 1) Individual name 2) Blanket family name 3) Separate family name 4) Corporate name combined with individual product names. HRC use the number 4 strategies. They introduce their new brand under the corporate name combined with individual product name. Such as --Products benefits Service category High imagery qualities Easy to spell, pronounce, recognize Distinctive Not carry poor meaning HRC use this terms to introduce new product or brand.

6) Packaging Most physical product has to be packaged and labeled. Many markets have called packaging a 5th p along with product price place and promotion. We define packaging as all the activities of designing and producing the container for a product. The container is called the package. Orthodox of HRC Tea is called primary package Broken of HRC Tea is called secondary package and finally Dust and Faring is called the shipping package. Well-designed packages can create


convenience and promotional value. So, we can say the various packaging help for convenience and promotion of HRC Tea, which is helping for sales. 7) Sizes The other most important factors' of product quality are size of products or size of product package. There have various size of HRC Tea package, Which is the bellow-

Figure: Category of Packet Every customer / consumer have not demand every pack. Several customized several pack. For this reason HRC introduces several packs of several customers need. These are the all about of conduct quality of HRC Tea.

Pricing Policy Every company product has pricing policy. HRC Tea has also price policy. There have several prices for several packs. Here shown the price list of several pack of HRC Tea. We know that there have some characteristics of pricing policy. Which is the bellow--Price


List Price

Discount

Allowances

Credit term

The most important pricing policy is price. Every Company has price list of their product. HRC also have price list. Which is the bellow--The price list of HRC is same to Ispahani. But they (HRC) provide some promotional program and that's can less their product list price than Ispahani. As for example, HRC provide a Danish condensed milk if a retailer but 3kg consumer pack at a time period or buy 10 kg, Bazaar packs. The price of Danish is 27 tk. As a result the per pack price is decrease 9 tk. Then the list price and which is helping for increase sale and share. Discount The other most important factors of pricing policy of HRC Tea. HRC give discounts 9tk per kg. If retailer want 1kg tea for his /her inability to buy 3kg at a time. That depends on the distributor. But they have not provided discount sales. Their discount is being the past of Danish Program; these advantages are only for the retailer not customer or consumer.

Packing Size Trade Price Trade Brand Name 01 02

HRC Clevedon Tea HRCClevedonTea

per PC, In Price Tk 200 CM PKT 55.00 200 Cm JAR 55.00

HetailPr Retail per ice

per Price

per

K.G. In Tk. PC. In Tk K.G. In Tk. 275.00 62.00 310.00 275.00 62.00 310.00


03 04 05 06 07 08 09 10 II 12 13 14 15 16 17 18 19

HRC Clevedon Tea HRC Clevedon Tea HRC Clevedon Tea HRC Clevedon Tea HRC Clevedon Tea HRC Clevedon Teti HRC Clone Tea HRC Clone Tea HRC Clone Tea HRC Premier Tea HRC Premier Tea, HRC Premier Tea HRC Premier Tea HRC Garden Tea HRC Premier BOP HRC Premier BOP HRC Premier BOP

10GM Poly 50 GM Poly 100 GM Poly 200 GM Poly 400 GM Poly 500 GM Poly 200 GM JAR 200 GM Poly 400 GM Poly 50 GM Poly 100 GM Poly 200 CM Poly 400 GM Poly 500 GM Poly 250 QM Poly 500 GM Poly 1 000 GM

2.80 12.45 23.40 46.00 88.80 109.00 60.00 52.00 100.00 11,60 21.70 42.80 83.20 100.00 49.50 97.50 194.00

280.00 249.00 234.00 230.00 222.00 218.00 300.00 260.00 250.00 232.00 217.00 214.00 208.00 200.00 198.00 195.00 194.00

3.00 14.00 26.00 51.00 98.00 120.00 70.00 60.00 112.00 13.00 24.00 47.00 92.00 110.00 54.00 107.00 212.00

300.00 280.00 260.00 255.00 245.00 240.00 350.00 300.00 280.00 260.00 240.00 235.00 230.00 220.00 216.00 214.00 212.00

HRC Premier RD HRC Premier RD HRC DildarpurCD HRC Dildarpur CD HRC CD HRC CD HRC CD HRC Super HRC Super HRC Super HRC Super HRC Premier PD HRC Premier PD HRC Premier PF HRC Premier PF HRC Hotel Dust HRC Hotel Dust HRC Hotel Dust

Poly 500 GM Poly IOOOGM Poly 500 GM Polv IOOOGM Poly 250 GM Poly 500 GM Poly IOOOGM Poly 50 GM Polv IOOGM Poly 250 GM Poly 500 GM Pol> 500 GM Poly IOOOGM Poly 500 GM Polv IOOOGM Poly 400 GM Poly 500 GM Poly 1 000 GM

100.00 198.00 106.00 211.00 5500 108.50 216.00 11.35 21.30 49.25 97.50 99.00 196.00 97.00 193.00 80.40 99.50 197.00

200. 00^ 198.00 212.00 211.00 220.00 217.00 216.00 227.00 213.00 197,00 195.00 198.00 196.00 194.00 193.00 201.00 199.00 197.00

109.00 216.00 116.00 231.00 60.00 118.00 236.00 12.50 23.00 55.00 105.00 108.00 213.00 106.00 210.00 88.00 109.00 215.00

218.00 216.00 232.00 231.00 240.00 236.00 236.00 250.00 230.00 220.00 210.00 216.00 213.00 212.00 210.00 220.00 218.00 215.00

HRC Dildarpur BOP HRC Dildarpur BOP

Poly 500 GM Poly 95.00 1 000 GM 189.00

190.00 189.00

105.00 209.00

210.00 209.00

40 41

HRC Dildarpur PF HRC Dildarpur PF

Poly 500 GM Poly 95.00 1 000 GM 189.00

190.00 189.00

105.00 209.00

210.00 209.00

42 43

HRC Dildarpur Dust HRC Dildarpur Dust

Poly 500 GM Poly 95.00 1 000 GM 189.00

190.00 189.00

105.00 209.00

210.00 209.00

20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39


Poly Allowances The other most important factors of pricing policy of HRC Tea. HRC offered some prize for sale of product in a point Bazaar. They provide attractive prize for the bears of sale, which have sale better or higher he/she, get highest prizes. They start program one after another. Credit terms In modern business credit is the important past of business. Every company is not sale credit but many of them are sale in credit terms. HRC don't sale in credit business whether the distributor is not sale credit. In minimum time HRC sale their product in cash system. Although credit terms is the most important business situation. Here we see that the 10 gm. per pack is 3.20TK for retailer but they (retailer) are sale it 3.50 which is same of Ispahani Tea. For this reason customer cannot want to buy HRC Tea. Because the demand and awareness of Ispahani is so much high than HRC Tea. On the other 400 gm. Poly pack is buy the retailer 98Tk. Which is also the same of Ispahani Tea. For this way price of every pack is same of Ispahani, which is decreasing sale of HRC Tea. So, I think HRC should less their price or provide consumer benefit. Such as gift or prize especially for the consumer / customer. Because the brand image of Ispahani is very much high than any other brand. For choice any one packs of HRC and Ispahani customer / consumer obviously choose the Ispahani Tea not HRC Tea. Whether HRC are not provided gift or prize.

Promotional program Promotion is one of the best activities of increase sales of any brand or any product. Promotional activities can increase of sale or decrease of sale for a product. Promotion may be---------Discount Prize


But basically we know that the modern promotional activities mean the attractive advertisement in print media or electronics media. A good advertisement can increase sale of awareness in a short time. Which is not possible other ways. In this sector HRC Tea position is so much poor than other brand of Tea. The market share and coverage is not same to their quality product for the cause of no attractive TV or print media advertisement. This is the time when HRC should start an attractive advertisement as soon as possible. A good or attractive advertisement increases their market share very much quickly in this competitive market situation. These have no alternative way of promotional activities for increase sale and aware the brand. If HRC want to go ahead they should start attractive advertisement as soon as possible. We know that whether the advertisement of RC Cola, and have not in TV media their market share would not good than the current. On the other hand the coverage of Seylon" is possible for their promotional activities. Though they have not capture market share or increase sale in a long run time in short term they are gaining than other brands. In a long term Seylon can not harm the HRC Tec but shortly they are harm HRC Tea to their market share and coverage. So, I can say that every company should have good promotional program to handle their competitors. HRC have some promotional program, which is helping to their sales. Which are the bellows. HRC provide Danish Condensed Milk. If a retailer buys 6 kg (10,50,100,200,40) gm. consumer pack or 10 kg. Bazaar pack (500 gm. and 3000 gm.) In Oct. they start another attractive promotional program which is for 3 month and its are on the point basis. So, at last I can say that this promotional program is not sufficient for increase sale and increase market share for HRC Tea. Which is the cause of problem. If HRC Tea overcome this problem they can capture market share and increase their market share very fast, which is the prospect of HRC Tea. We know that in a particular company success is depending on promotional activities. Every company should heaviest promotional activities for awareness or increase demand of a particular brand. There have some Characteristics of promotion. Which is the bellow ---


Promotion

Sale Promotion

Advertising

Sales Force

Public Relation

Direct Marketing

Sales promotion Every Company view to increase sale of their product at any cost. They provide needy sales promotion activities for increase user. Because heavy sales earn heavy profit. And profit is the main objective of a commercial organization. HRC have various programs for increase sales of their product. HRC provide cash discount and free mobile promotional offer for their consumer, who will buy 200g/400g Clevedon Tea. Another offer is point program. This program is continuing from 1 st Oct. to 31 December 2009. Here they mentioned that the point on per kg. As for example, 1 kg Clevedon is equal of 2 point. Which pack size are 10 gm, 50 gm, 100 gm, 200 gm and 400 gm. and 500 gm to 1000 gm trade pack’s point is 1 for per kg. Advertising Modern marketing there has not alternative way of advertising. Advertising is called the personal or non-personal presentation. Maximum about of expenditure is for advertising or awareness of Companies product. In India Co-Cola and Pepsi expend their maximum revenue for the purpose of advertisement. They expend Crore Rupee for a model to model of Co-cola or Pepsi. In our country RC Cola increase their market share only the advertising of by use of model Nobel and Resmi Ghosh. In a tea Company of Bangladesh Ispahani is the leader to market


share and coverage. But they provide attractive advertisement and sponsored News of ATN Bangla Channel. But in this section the expenditure of HRC is very much poor. They expend some advertising cost in ATN Bangla. Billboard and weekly magazine daily news paper Jai Jai Din Protichitra which is not famous in Bangladesh. The new tea company system of Abul Khayer in total Dhaka city than the HRC. So, I think this the time when HRC change their Strategy in advertisement. HRC Tea should start attractive advertisement as soon as quickly. Because advertisement aware product than any other strategy. Electronics or Print media advertisement increases awareness and creates customer demand quickly. HRC Tea is quality product. But their demand is very unawareness. Sales Force It's the anther part of promotional program. Sales person is essential in any company for sale. The sales person collects order and delivery product. They have communicated directly than employees of Companies. HRC have some energetic, enthusiastic, optimistic and credible sales person or sales force. They are the lifeblood of Company. They are the Head of Sales officer (HSO) Sales officer (SO) and Assistant Sales Officer (ASO) and some delivery people of distributor and their activities are monitoring by Deputy General Manager of Marketing Mr. Abu Sayed Raza. Mr. Abu Sayed Raza is the Lifeblood of HRC Tea. Today's position is possible only by Mr. Abu Sayed Raza's creative, energetic and sharpness of his brain and maintains them politely. HRC sale force as sales not their own for this reason HRC provide some incentives for their Assistant sales officer to fulfill their target. Public Relation The another most important part of promotional activities is public relation. Public relation is for image development. A Company can develop their image by the help of public relation. For example, HRC have some signboard in Dhaka City (we are pride of our country HRC) is for public relation. A Company sponsored some social wellbeing program for increase image development by public relation.


Direct Selling The other most important factors of promotional activities are direct selling. It's means the sale in directly to the customer or retailer, HRC sale their product directly to the retailer by the help of Assistant sales Officer (ASO) and distributor of particular Caption Market. Direct selling is for increase sale and aware of their product. So we can say the direct selling program is needed for company's product awareness and increase sale. HRC Tea is helping these strategies. Channel of Distribution Another most important path of any product is channel of distribution. In a modern marketing any product cannot sale without any good channel of communication. A good channel can increase a specific product sale. HRC Tea sale a certain distribution channels. Normally we know that there are several types of distribution channel. Which is the bellow---

Manufacturer

Distributor

Wholesaler

Retailer

End-User


Figure: Channel of Distribution But HRC is not maintaining this distribution system. Because HRC have two own garden. 1. Clevedon 2. Dildarpur They are Manufacturer, Blender and Packer and they have also a good Display Center. Their have approximately 200 Assistant Sales Officers (ASO) who have collect order from wholesaler or retailer by help of distributor and whose activities are monitoring by the HRC Tea Department. For this reason their distribution Channel is defer from others. Their Channel of distribution maintain by following way--Figure: The Channel of Distribution of HRC Tea.

Manufacturer

Distributor

Wholesaler

Retailer

End-User HRC Tea has strong channel of distribution. There have various distributions in Dhaka and outside of Dhaka in Bangladesh. In Display Center HRC that is stay in Sangsad Bhabon, Monipuripara, Farmgate, and Dhaka. Then they distribute their product in their distributor point, which is stay in the main caption market of different route of Dhaka city.


There have some strong, energetic, enthusiastic and optimistic Assistant sales officer and sales officer. The Assistant sales officer goes to the different route for get order of product then distributors are supplying this product next day. I think the distribution system of HRC is so much good for sales their product. We know that Channel overcame the problems of— 1) Channel 2) Coverage 3) Assortment 4) Locations 5) Inventory 6) Transport All are include the place of marketing mix. 1) Channel Channel is the most important factors of increase sales of coverage in any company product. Every company should have strong distribution channel system, HRC also have strong Channel of distribution system overcome channel or place product by the distributor. Who is the local market. The distribute product and collect order by their skilled Assistant sales officer.

Display Center

Distributor Dealer

Collect order by ASO from Retailer

Delivery in Next day

Customer/ Consumer

In Dhaka HRC Tea have a distributor or dealer or agent in a certain caption market or 2 Assistant sales officers work in a certain caption market and have 2 delivery man for delivery the product. 2) Coverage HRC Tea increases their coverage by the help of distribution channel. The have 2delivery man for deliveryman and companies have 1 or 2 Assistant sales office to collect order and increase case coverage. So, I can say that the distribution channel increase HRC coverage and market share similar to other activities.


3) Assortment HRC assorted their product by various ways. The divided their product various route under some distributes point. A distributor distribute or sale 5 or 6 routes under a Caption Market. 4)) Location Every distributors of HRC Tea is locating the center of caption market. Because distributing is easiest location is very much important for distributing product. The 95% distributor of HRC is locating in the central area. So, HRC should be Change some distributor point for there easiest transport and distributing. 5) Transport Transport is the another most important factors of distribution channel. Distribution is easiest or without problem in by the use of good transportation. PIRC have good transporting services. There have some good transport to transported product in the certain area. With good transports their have some energetic transported. HRC delivered their product in the distributor point by their own transport. Sometimes they are faces some problem for transport but that's are not permanent problems. These are the all about of Channel of Distribution.

Major Findings Every report or research has some findings or result. My surveys have some findings. This findings are related to Market Share and Coverage about tea market in Dhaka City. In this research we can see that Ispahani is market leader both Market Share and Coverage for consumer pack. But in Bazaar pack HRC is the market leader in Market Share and Coverage. In my research I can try to find out the project or potentially of HRC Tea. And for this reason, there have some prospect or potentially and problem of HRC which I have find out. The Prospect or Potential sectors of HRC tea are the bellow. 1.

HRC have 2 own tea garden

2.

HRC is the No 1 tea from number one garden, which have proved by BSTI.


3.

In auction HRC rate is higher than other tea

4.

Various types of pack such as 10 gm, 50 gm, 100 gm, 200 gm, 400 gm, 500 gm and 1000 gm.

5.

The Coverage of narrow lane areas better than other brand.

6.

In Bazaar pack (500 gm, and 1000 gm) HRC is the leader company in tea market share and coverage.

7.

HRC have own delivery transport,

8.

Daily monitoring system

The main Problems of HRC Tea are the bellow. 1.

Low customer demand

2.

Promotional activities are not sufficient. Because their have no attractive advertisement and running add. duration is so short

3.

1n the narrow lane market share and coverage is good but in caption market area the market share and coverage is very much poor than Ispahani and Tazza.

4.

Price is same to Ispahani. But the coverage is not same

5.

Customer /consumers are not wanted to purchase the HRC tea regularly.

6.

The retailer ignores to sale HRC Tea. These are the all about the findings of the research.

Suggestion and Recommendation I think the prospect of HRC Tea or the future of HRC Tea is bright. But if HRC want to increase their market share and coverage they should fulfill some terms and condition. Which is the bellow. 1.

Increase demand of HRC Tea.

2.

Increase sale

3.

continue the T.V. Add. Widely to increase sale.

4.

Start some new and creative consumer benefited program.

5.

Get pull strategy accompanying with push strategy.


6.

Increase sticker, danger poster, business and billboard in Dhaka City and overall Bangladesh.

7.

Emphasize the caption market accompanying with the narrow lane area.

8.

Open discussion program about the problem of route level with the sales officer (So) and Assistant Sales Officer (ASO).

9.

Increase Sales force

10.

Increase the incentive of stuff.

11.

Delivery the program gift timely

12.

Please go to the retailer and get their view

13.

Capture big retailer in Caption market area.

Conclusion In conclusion, I can say that HRC Tea have huge potentiality. And this potentiality implement the policy maker of HRC should have future oriented and have good for casting power. In Bangladesh HRC Tea have greater potentiality with in a few years. HRC should overcome their some problem, which have every company. I think the overcome of problem is not hard for HRC policy maker. So, I think HRC policy maker takes care of their problem effectively. I with the best luck of HRC Tea.

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Prospect & problems of hrc tea