Chai Pe Charcha Case Study

909 Words4 Pages
A young entrepreneur Mr. Modi plans to start a new chain of outlets for Tea named as “Chai pe Charcha” and he hires me as a marketing manager for the same. Now I will conduct a careful analysis of sales data within the first few weeks and identify quickly a profitable opportunity with a particular group of high-value customers. So, I will brainstorm several ideas with my team, and will come up with an exciting new product which has the potential to be a real success for the company.

For doing this we will have to look at the Marketing management is a process which is nothing but identifying customer needs and wants and then developing a marketing program to satisfy customer needs with a profit. Marketing management can be done through the STP Model. The STP
…show more content…
For example:

• Demographic – By personal attributes such as age (16-30 years), marital status, gender, ethnicity, sexuality, education or occupation.
• Geographic – By country, region, state, city or neighborhood.
• Psychographic – By personality, risk aversion, values or lifestyle.
• Behavioral – By how people use the product, how loyal they are, or the benefits that they are looking for.

“Chai pe Charcha” will differentiate its product in two or three segments by offering different types of tea between the price range of Rs.5/- to Rs. 350/- to attract more customers like Green Tea, Matcha, Organic Tea, Masala Tea, White Tea, Herbal Tea, Oolong Tea and Black Tea etc.
2) Targeting: Next, the manager can decide which segments to target by finding the most attractive ones. Identification and selection of targeted segment(s) and positioning strategy helps the marketer to develop a new product or service offer for the market.

There are several factors that need to be considered here.

Manager will have to look at the profitability of each segment i.e. which customer groups contribute most to the bottom line (Middle class and upper middle class

More about Chai Pe Charcha Case Study

Open Document