hts report
TRANSCRIPT
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HOT TEA SHOPS (HTS)
Presented by:
Mohsin Rashid
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OUTLINE
• Objective
• Introduction
• HTS - Unilever Tea Contribution
• UAE Market
• Priority Locations
• Criteria for Branding (Signage)
• Recommendations
• Conclusion
• Journey at Unilever
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OBJECTIVE
• IMPROVE OUR RELATIONSHIP – Connect HTS with Lipton
• BRANDING-SIGNAGE OF THE OUTLETS– Consistency - Multiple outlets in a line
– Ideal locations( Heightened Visibility)
• TOP OF MIND AWARENESS – For Example: Coffee shops are related to Starbucks/Tim
Hortons
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INTRODUCTION
• HTS is a trend - GCC Countries
– Arab Culture– Expatriates
• Mainly Owned - South Indians(Partnership)
– Price Sensitive Channel
• TARGET MARKET HTS:– Lower/Middle Class– Blue Collar Workers
• Reasons to visit HTS?– Convenience (Location)– Affordable– Variety– Socializing
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HTS - UNILEVER TEA CONTRIBUTION2014
COUNTRY TOTAL TEA IN TONNES
UAE 630
OMAN 216.2
KUWAIT 26.7
BAHRAIN 111.5
QATAR 131.0
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UAE MARKET
• UAE-Largest Market (640 Tonnes)
• No of outlets in UAE - 3370 Outlets
– Purchase Directly(TMU & AGU)
• Lipton- Favorite brand (Survey- Passports)
• Lipton facing fierce competition
– Leone (Tea Packet)
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PRIORITY LOCATIONS
• HTS Not Located -“High End” areas (JBR, Dubai
Marina)
• HTS locations:
– Highways
– Labor Camps
– Residential/Commercial (Satwa, Deira, Bur-Dubai)
– University City, Muweilah, Rolla (Sharjah)
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CRITERIA
• Dubai & Northern Emirates only
– AUH requires 3D Signage
• 61 stores
• All Stores are “Ideal” based on different criteria's
• Excel Sheet
– ALL (a) :-Excellent (Most Effective Store for Branding)
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CRITERIA
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Ideal HTS
Location : Al Rashidiya
Location: Jumeirah Road
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University Road, Sharjah
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Hor-Al-Anz Street, Dubai
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Recommendations - 1
• Neon Lights- Border to the Lipton Signage
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Recommendations - 2
• Certificate to outlets with Lipton Signage:-
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Recommendations - 3
• HTS Van Sales -Monitor the condition of Signage
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CONCLUSION
Benefits:-
1. Loyalty- Repeat Purchase
2. Branding-OOH
3. Top of mind awareness
4. Better Relationship with HTS Owners
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Journey at Unilever
• Packaging Artwork-BBRL(RTB)
•Consumer Connect-BBRL(RTB)
•Store’s Visits-
•Cha Cha Chai
•Teavana
•Advisor, Deep Dive- Nielsen
•Represented “Knorr- TMU Cricket Team
•Beverage Contribution of UAE & KOQB