Financial Daily from THE HINDU group of publications
Tuesday, Nov 22, 2005
Financial Daily from THE HINDU group of publications Tuesday, Nov 22, 2005 |
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Marketing
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Strategy HLL banking on new tea variants Our Bureau
New Delhi , Nov. 21 HINDUSTAN Lever Ltd (HLL) is set on pursuing `innovation programmes' for its tea brand, Brooke Bond. With several variants of the tea being introduced in the market, the company is looking at expanding its brand platform. At a press conference, Mr S. Ram Narayan, Regional Sales and Marketing Manager, HLL, said, "HLL is the market leader in the segment with a market share of 31 per cent and the company would be constantly innovating new products or variants." Recently, Brooke Bond launched its new variant, the Red Label Natural Care Tea, a spiced-up tea variant priced at Rs 53 for a 250-gram pack. Brooke Bond has four sub-brands — Taj Mahal, Red Label, 3 Roses and Taaza, of which 3 Roses is available only in the South. Red Label Natural Care tea is available in natural flavours of ginger, ashwaghandha, mulethi, cardamom and tulsi. Commenting on the company's market revenue in tea, Mr Narayan said that the majority comes from the South, which is a huge market. The company has no plans to launch 3 Roses in the North.
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