TCP Local

Beverages Category
Trade Category Plan
Trade Marketing Bev
Trade Category Plan
Category Definition
Category Segmentation
Value Drivers
Jobs to be Done
Category Vision
Brand & Channel Portfolio Matrix
Channel Wise POP Vision
POP Vision for
Assortment
Merchandising
Promotions
Trade Marketing Bev
Category Definition
Category consist of all leaf and herbal infusions
as well other mixes that are combined with hot or
cold drink and maybe sold in a consumer friendly
/ facilitating format
What are the different

Category needs we
want to satisfy?
Taste
Quench the thirst
Refresh your mind and soul
Fitness driver
Part of Meal
Part of hospitality
Health and wellness
Keeping you on the go
Which products best

meet these needs ?
Tea
Coffee
Soups
Milk
Juices
Carbonated Drinks
Energy Drinks
Water
Teabags
Mixes
RTD
Standard Packs
Trade Marketing Bev
Category Segmentation
Beverages
Category
In home
Point of Consumption
Out Of Home
Hot
Temperature
Tea
Product Type
Hot
Cold
Coffee
All Other
Drinks
Cold
Tea
Coffee
All Other
Drinks
Product Variant
Black
Green
Multiple
Multiple
Black
Green
Kashmeri
Multiple
Multiple
Brand
Lipton, Supreme, Tapal, Tetley, Vital,

Loose, Mushroom
Lipton, Tapal, Loose
Nestle'
Many
Lipton,
Tapal,
Loose
Lipton,
Tapal,
Loose
Loose
Many
Many
many
Tea Bag,
Premix
Loose Tea
Cups
Loose
Mugs
Many
one Cup
one Cup,
one Kettle
one cup
one mug,
one cup
many
8gm to
500gm
packs
many
Format
Tea Bags
Packaged
tea
Loose
Tea Bags
Loose
Packaged,
Three in
one,
powered,
beans
Pack size consumers
25 tb, 50 tb,
7gm to 2 kg multiples of
100 tb,
packs
250gm.
300tb
25 tb
multiples of
250gm
8gm to
500gm
packs
many
Pack size customers
25tb, 50tb, 7gm to 2 kg multiples of

100tb, 300tb
packs
250gm.
25 tb
multiples of
250gm
8gm to
500gm
packs
many
In scope
Out of Scope
25tb, 50tb, multiples of multiples of

100tb, 300tb
250gm
250gm
Value Size
Trade Marketing Bev
Value Drivers and Prioritization Matrix

Unilever
Size
Size
Ability to
Category Unilever
win
Short
Term
Long
Term
Value Driver
Definition
Premium and Specialty
High Quality and superior Taste Drinks
High
More for Less
More consumption with affordable

price packs
2.7
$$$
High
Start Drinks When your

young
Recruiting younger generation for Tea
$$
$$
Low
Stepping out spending more
Getting larger share of throat when

your on the go or outside the home
5.2
$$
Low
Drink Better Live Better
Health and wellness communication

(Clearing the Body and Soul !)
Medium
Cultural pride in tea
Strengthening Tea a part of our

national Culture / Hospitality
$$
$$
High
Striving for Convenience
Trading up to convenient formats
1.5
High
Trendy innovations
Create exciting innovations to combat

coffee and other non tea drinks
High
Trade Marketing Bev
Category Vision
Make tea relevant to the youth while retaining existing core
consumers. We aim to increase tea consumption occasions by

leveraging the natural health benefits of tea and offering a full range
of tastes and experiences in both in home and out of home
consumption occasions
Category Vision of Growth

We will grow the Category from Rs 30 Billion to Rs.
35 Billion by 2011 by maintaining Penetration of
98%, Frequency of use by F % and Consumption by
C %.
Trade Marketing Bev
Preparing Jobs To Be Done

Behaviour Changes
Category Growth Driver
Consumer
More for Less
Provide affordable alternative

to low price tea and low
quality tea
Shopper
Customer
Buy affordable packs
Educate the retailer that the

low quality low price tea is
destroying the category
Upgrading the consumer by

Encourage to Pick high quality
giving them better quality
premium tea on shelf
blend
Make tea a social hangout

drink.
Energize towards modren

formats by providing
convenience in drinking and
its preperation
Highlight premium packs
Drive innovative formats such

as Pre mixes and Teabags,
providing better Value.
Easy to Buy easy makes it

easy to drink
Lets drive convenience down

to the core by convenient
supply, shelfing and selling
Trade Marketing Bev
Value Drivers translated into Jobs To Be Done
Value Driver
Jobs To Be Done
More for Less
Increase consumption by promoting Value packs

through our focus on driving economy
Drive tea as a social hangout drink by introducing

innovative formats such as Pre mixes, Teabags
and flavor infused tea.
Upgrading consumers towards Teabags and

specialty tea and shoppers to buy premium quality
premium priced tea by Picking high quality
Energize towards modren lifestyle by providing

convenience in drinking and its perperation and
easy shopping makes it easy drinking. Lets drive
convenience down to the core by convenient
Trade Marketing Bev
Brand & Channel Portfolio Matrix
Value Driver
Jobs To Be Done
Increase consumption by promoting Value packs

More for Less
through our focus on driving economy
Drive tea as a social hangout drink by introducing
innovative formats such as Pre mixes, Teabags
and flavor infused tea.
specialty tea and shoppers to buy premium quality
premium priced tea by Picking high quality
easy shopping makes it easy drinking. Lets drive
convenience down to the core by convenient
Segment
Brand
Lipton,
Black Tea Bulk Supreme,
Packs,
PD, Tapal
Channel
Value
IMT, NA, BGS,

BKS, GS
$$
Black Tea, Green

Tea
Lipton,
Tapal
IMT, Horeca
Black Tea Bags,

Green Tea Bags
and Green Tea
Lipton,
Tapal
IMT, LMT, BGS,

MG
Lipton,
Black Tea Bags, Supreme, IMT, LMT, BGS,
Green Tea Bags Tapal
MG
Trade Marketing Bev
Channel Wise POP

Vision
Trade Marketing Bev
International Modern Trade

One Stop Shop Everything under one Roof
Plano-gram
Beverages Merchandizing IMT
Store In A
Phrase
Tapal
Lipton
Supreme
Lipton
Green
Tapal
Green
90
100
Lipton
Green
Tea
Tapal
Green
Tea
Merchandizing
10
Wholesalers / Small retailers (mostly male)

Smart shoppers
Very Price Conscious
Profit Driven and Money minded
Opportunistic
Target
Shopper
Sitting :
Locate Near Dairy
Category or
Health Products
20
30
40
50
60
70
80
10
Lipton Core
20
Tapal Core
Supreme Core
30
40
As a smart trader, I understand that the profitability of my business depends

upon reducing my cost of purchase
I want a store that provides a wide range of products at the lowest possible
price
Lipton Tea Bags
50
Tapal Tea Bags
Supreme Tea Bags
60
70
Key
Understanding
80
Tapal Bulk Packs
Lipton Bulk Packs

Supreme Bulk
Packs
90
Category
Growth Driver
Promotion
More for Less

Striving for Convince
Stepping Out spending
more
Tea Bags
Green Teas
Bulk Packs
100
Product
Selection
Tools
Buy one get one free

offer or discount
Cross Bundling Cross
Category
Bundling with Health
products
Pricing
Value Driven
Parity Indexing
Trade Marketing Bev
National Account
My hope during hard times
Plano-gram
Beverages Merchandizing NA
Store In A
Phrase
Tapal
Lipton
Supreme
Lipton
Green
Green
Tea /
other
90
100
Merchandizing
10
Low income group People who can not

compete with rising inflation rate.
Very Price Conscious People who want to
purchase on subsidize rates.
Sitting :
Locate Near Dairy
Category or
Health Products
Target
Shopper
20
30
40
50
60
70
80
10
Tapal Tea Bags
Lipton Tea Bags
Supreme Tea Bags
Tapal Core
Lipton Core
Supreme Core
20
Tapal
Green
Tea
30
40
As a shopper I need a place from where I can get my basic commodities on

competitive rates.
50
Lipton
Green
Tea
60
70
Key
Understanding
80
Tapal Bulk Packs
Lipton Bulk Packs
Other Tea
90
Bulk Packs
Core
More for Less
100
Product
Selection
Category
Growth Driver
Tools
Buy one Get one Free
or Discount
Category
Promotion
Supreme Bulk Packs
Pricing
Value Driven
lower Indexing
Trade Marketing Bev
Self Service Store

ONE Stop NON Stop
Plano-gram
Beverages Merchandizing LMT
Store In A
Phrase
Imported
/ Tetley
Merchandizing
10
Target
Shopper
High Socio Economic People, Male/Female of age

16 years and above with different roles of life
going for monthly/fortnightly groceries, looking
for convenience (one stop Shop), large basket
size with all categories, progressive, aspiration
and experience seeker
Sitting :
Locate Near Dairy
Category or
Health Products
Tapal
20
Lipton
30
40
50
Supreme
60
70
80
Lipton
Green
Tapal
Green
90
100
10
Lipton Core
20
Tapal Core
30
Supreme Core
Imported
Lipton
Green
Tea
Imported
40
This Store gives me a solution to all my shopping desire. I want to give quality to
my family which I find here. It provides me and my family gives a good
shopping experience too
50
Lipton Tea Bags
Tapal Tea Bags
60
Key
Understanding

Stepping Out spending
more
Tea Bags
Green Teas
Bulk Packs
Core
90
Tetley
Tapal Bulk Packs
Lipton Bulk Packs
Supreme Bulk
Packs
100
Imported
Lipton
Green
Tea
Product
Selection
Tools

Category
products
Promotion
Tapal
Green
Tea
70
80
Category
Growth Driver
Supreme Tea Bags
Lipton
Local
Green
Tea
Pricing
Value Driven
Higher Indexing
Trade Marketing Bev
Family Grocer (BGS)

My trusted ally for monthly grocery shopping
Store In A
Phrase
Target
Shopper
Plano-gram
Beverages Merchandizing BGS
Tapal
Merchandizing
Monthly grocery shopping mostly females,
looking for assortment / range, as well as a
pleasant / better shopping experience.
Top up / 2nd bulk - Family members who are not
decision makers.
10
Lipton
20
30
40
Supreme
50
60
70
Lipton
Green
Green
Tea /
other
90
100
80
Sitting :
Locate Near Dairy
Category or
Health Products
10
Tapal Tea Bags
Lipton Tea Bags
Supreme Tea Bags
Tapal Core
Lipton Core
Supreme Core
20
Tapal
Green
Tea
30
40
I am a homemaker, with a limited budget. I wont compromise the well-being of

my family. Hence quality is my first and foremost priority. I want a store which
offers quality products, range, and convenience at a better price.
50
Lipton
Green
Tea
60
Key
Understanding
70
80
Tapal Bulk
Bulk Packs
Tea Bags
Core
More for Less

Supreme Core
Other Tea
100
Product
Selection
Category
Growth Driver
Promotion
Lipton Bulk Packs
90
Tools
Buy one Get one Free
or Discount Offer
Category
products
Pricing
Value Driven
Parity Indexing
Trade Marketing Bev
Channel Wise POP

Vision
Assortment
Trade Marketing Bev
Beverages Assortment IMT

SEGMENTS
Value Driver
JTBD
Coverage %
# SKUs
Must List
Brands
More for Less
Increase consumption by promoting Value

packs through our focus on driving economy
10%
12
Lipton,
Supreme,
Tapal, PD
Stepping out spending

more
Drive tea as a social hangout drink by

introducing innovative formats such as Pre
mixes, Teabags and flavor infused tea.
5%
Lipton,
Tapal
100TB,
300TB
and
Premix
Drive Premix Tea in

Lipton Tea Caf

specialty tea and shoppers to buy premium
quality premium priced tea by Picking high
quality premium tea on shelf
5%
Lipton,
Tapal
50TB,
100TB
Drive Lipton 100TB,

Trail with 50 TB
Striving for
Convenience

easy shopping makes it easy drinking. Lets
drive convenience down to the core by
convenient supply, shelfing and selling
35%
Lipton,
Supreme,
Tapal
50TB,
100TB,
150TB,
300TB
Drive Lipton and

Supreme Larger
Packs for Office
and Smaller Packs
for Home
1%
Lipton,
Tapal
25TB
Drive Lipton Green

Tea in Lipton Caf
10%
Lipton,
Tapal
25TB,
100gm
Drive Health by
selling Lipton Green
5%
Lipton,
Tapal
25TB
Drive Tea Bags for

conveniece seekers
Black Tea

more

Green Tea
Striving for
Convenience

Pack
Sizes
Other Implications
/ Guidelines
450 Jar, Drive Lipton 500gm

500gm,
and 1Kg, and jars
1kg.
for value Addition
Trade Marketing Bev
Beverages Assortment NA
SEGMENTS
Value Driver
JTBD
Coverage %
# SKUs
Must List
Brands
Pack
Sizes
More for Less

50%
Lipton,
Supreme,
Tapal, PD
500gm,
1kg.
10%
Lipton
300TB,
Premixes
1%
Lipton,
Supreme,
Tapal
50TB,
100TB
Drive Lipton and

Supreme in
respective Towns
5%
Lipton,
Supreme,
Tapal
50TB,
100TB
Drive Lipton and

Supreme in
respective Towns
1%
Lipton,
Tapal
25TB
Drive Lipton Green
5%
Lipton,
Tapal
25TB,
100gm
Drive Lipton Green
1%
Lipton,
Tapal
25TB
Drive Green Tea

Bags

more
Black Tea
Striving for
Convenience

more

Green Tea
Striving for
Convenience

Other Implications
/ Guidelines
Drive Lipton and
Supreme in
respective Towns
Initiate hot tea
vending at NA
outlets
Trade Marketing Bev
Beverages Assortment LMT

SEGMENTS
Value Driver
JTBD
Coverage %
# SKUs
Must List
Brands
Pack
Sizes
Other Implications
/ Guidelines
More for Less

1%
13
Lipton,
Supreme,
Tapal, PD
450 Jar,
500gm,
1kg.
Be Present with 1.5

times makert share
5%
Lipton
300TB,
Premixes
Initiate hot tea

vending at LMT
outlets
15%
Lipton,
Supreme,
Tapal
50TB,
100TB
Drive Tea Bag
35%
Lipton,
Supreme,
Tapal
50TB,
100TB.
Drive Tea Bag
0.5%
Lipton,
Tapal
25TB
Initiate hot tea

vending at LMT
outlets
20%
Lipton,
Tapal
25TB,
100gm
Drive Lipton Green
10%
Lipton,
Tapal
25TB
Drive Tea Bag

more
Black Tea
Striving for
Convenience

more

Green Tea
Striving for
Convenience

Trade Marketing Bev
Beverages Assortment BGS

SEGMENTS
Value Driver
JTBD
Coverage %
# SKUs
Must List
Brands
Pack
Sizes
Other Implications
/ Guidelines
More for Less

50%
Lipton,
Supreme,
Tapal, PD
500gm,
1kg.
Focus on Value,
Drive Bulk Packs
Nil
Nil
Nil
Nil
Nil
5%
Liption,
Tapal
50TB,
100TB
Drive Lipton Tea

Bags
30%
Lipton,
Supreme,
Tapal
5TB,
50TB,
100TB.
Drive Lipton and

Supreme Tea Bags
in Respective
Towns
Nil
Nil
Nil
Nil
Nil
20%
Lipton,
Tapal
25TB,
100gm
Drive Liptong
Green
15%
Lipton,
Tapal
25TB
Drive Tea Bags

more
Black Tea
Striving for
Convenience

more

Green Tea
Striving for
Convenience

Trade Marketing Bev
Beverages Assortment BKS

SEGMENTS
Value Driver
JTBD
Coverage %
# SKUs
Must List
Brands
Pack
Sizes
Other Implications
/ Guidelines
More for Less

60%
Lipton,
Supreme,
Tapal, PD
500gm,
1kg.
Focus on Value,
Drive Bulk Packs
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil

more
Black Tea
Striving for
Convenience

more

Green Tea
Striving for
Convenience

Trade Marketing Bev
Beverages Assortment GS
SEGMENTS
Value Driver
JTBD
Coverage %
# SKUs
Must List
Brands
Pack
Sizes
Other Implications
/ Guidelines
More for Less

30%
Lipton,
Supreme,
Tapal, PD
500gm,
1kg.
Focus on Value,
Drive Bulk Packs
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil

more
Black Tea
Striving for
Convenience

more

Green Tea
Striving for
Convenience

Trade Marketing Bev
Beverages Assortment MS
SEGMENTS
Value Driver
More for Less
more
Black Tea
Striving for
Convenience

more

Green Tea
Striving for
Convenience
JTBD
Coverage %
# SKUs
Must List
Brands
Pack
Sizes
Other Implications
/ Guidelines
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
15%
Lipton,
Supreme,
Tapal
50TB,
100TB
Drive Tea Bag
35%
Lipton,
Supreme,
Tapal
50TB,
100TB.
Drive Tea Bag
Nil
Nil
Nil
Nil
Nil
20%
Lipton,
Tapal
25TB,
100gm
Drive Lipton Green
10%
Lipton,
Tapal
25TB
Drive Tea Bag
Trade Marketing Bev
Beverages Assortment Horeca

SEGMENTS
Value Driver
JTBD
Coverage %
# SKUs
Must List
Brands
Pack
Sizes
Other Implications
/ Guidelines
More for Less

Nil
Nil
Nil
Nil
Nil
100TB,
150TB,
300TB,
500gm,
1Kg,
Premix
Drive Lipton Premix

and Tea Bags.
Create Drinking
occasions

more

100%
11
Lipton,
Tapal

Nil
Nil
Nil
Nil
Nil
Striving for
Convenience

Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Black Tea

more

Green Tea
Striving for
Convenience

Trade Marketing Bev
Channel Wise POP

Vision
Promotion
Trade Marketing Bev
Beverages Promotion IMT

SEGMENTS
Value Driver
JTBD
Promotion Objective
Mechanics
Build High Penetration and

Increase consumption by promoting Value packs through our
Consumption. Drive
Bundling Cross Category
More for Less
focus on driving economy
Meduim Frequency of
with milk.
purchase
Build Frequency (H),
Offer Value added Snacks
Stepping out spending Drive tea as a social hangout drink by introducing innovative
penetration (H) and
along with Tea at Lipton
more
formats such as Pre mixes, Teabags and flavor infused tea.
Comsumption (M)
Tea Caf
Black Tea
Green Tea
Upgrading consumers towards Teabags and specialty tea

Drink Better Live Better and shoppers to buy premium quality premium priced tea by
Picking high quality premium tea on shelf
Frequency
Once a quarter
twice a month
Build Frequency (M),

Penetration (L) and
Comsumption (M)
Bundling with Healthy

products, exercise
machine. (months supply)
Once a month
Striving for
Convenience
Energize towards modren lifestyle by providing convenience

in drinking and its perperation and easy shopping makes it
easy drinking. Lets drive convenience down to the core by
Build frequency (H) and

penetration (M)
Comsuption (H)
Cross Promotion with

Core Black Tea, Value
Addition, Cross Category
Bundling
Once a month

more
Drive tea as a social hangout drink by introducing innovative

Build Frequency (H),

penetration (H) and
Comsumption (M)
Offer Value added Snacks

along with Tea at Lipton
Tea Caf
twice a month


Penetration (L) and
Comsumption (M)

products, exercise
Once a month

penetration (M)
Comsuption (H)

products, exercise
Once a month
Striving for
Convenience

Trade Marketing Bev
Beverages Promotion NA
SEGMENTS
Value Driver
More for Less

more
Black Tea
Green Tea
JTBD
Promotion Objective
Mechanics
Build Penetration (H) and
Increase consumption by promoting Value packs through our Consumption (H). Drive Buy Two Get One Free or
(M) Frequency of
Discount Offer
purchase

Frequency
Once a Quarter
No Promotion
No Promotion
No Promotion

Penetration (L) and
Comsumption (M)
Bundling with Core
Once a Quarter
Striving for
Convenience


penetration (M)
Comsuption (H)
Bundling with Core, Buy

Two Get one Free or
Discount Offer
Once Quarter

more

No Promotion
No Promotion
No Promotion

Penetration (L) and
Comsumption (M)
Bundling Cross Category
Once a Quarter

penetration (M)
Comsuption (H)
Bundling Cross Category,

Buy two get one Free or
Discount Offer
Once a Quarter

Striving for
Convenience

Trade Marketing Bev
Beverages Promotion LMT

SEGMENTS
Value Driver
More for Less
more
Black Tea
Green Tea
JTBD

Promotion Objective
Mechanics
Frequency
No Promotion
No Promotion
No Promotion
No Promotion
No Promotion
No Promotion

Penetration (L) and
Comsumption (M)

products. Bundling with
Core
Twice a Quarter
Striving for
Convenience


penetration (M)
Comsuption (H)

Bundling
Twice a Quarter

more

No Promotion
No Promotion
No Promotion

Penetration (L) and
Comsumption (M)

Core
Twice a Quarter

penetration (M)
Comsuption (H)

Core
Twice a Quarter

Striving for
Convenience

Trade Marketing Bev
Beverages Promotion BGS

SEGMENTS
Value Driver
More for Less

more
Black Tea
Green Tea
JTBD
Promotion Objective
Increase consumption by promoting Value packs through our Consumption (H). Drive
(M) Frequency of
purchase

Mechanics
Frequency
Buy Two get one Free or

Discount Offer
Once a Month
No Promotion
No Promotion
No Promotion

Penetration (L) and
Comsumption (M)

Core
Twice a Quarter
Striving for
Convenience


penetration (M)
Comsuption (H)

Bundling
Twice a Quarter

more

No Promotion
No Promotion
No Promotion

Penetration (L) and
Comsumption (M)

Core
Twice a Quarter

penetration (M)
Comsuption (H)

Core
Twice a Quarter

Striving for
Convenience

Trade Marketing Bev
Beverages Promotion BKS and GS

SEGMENTS
Value Driver
More for Less

more
Black Tea
Green Tea
JTBD
Promotion Objective
Increase consumption by promoting Value packs through our Consumption (H). Drive
(M) Frequency of
purchase
Mechanics
Frequency
Buy Two get one Free or

Discount Offer
Once a Month

No Promotion
No Promotion
No Promotion

No Promotion
No Promotion
No Promotion
Striving for
Convenience

No Promotion
No Promotion
No Promotion

more

No Promotion
No Promotion
No Promotion

No Promotion
No Promotion
No Promotion

No Promotion
No Promotion
No Promotion
Striving for
Convenience
Trade Marketing Bev
Beverages Promotion MS
SEGMENTS
Value Driver
More for Less
more
Black Tea
Green Tea
JTBD

Promotion Objective
Mechanics
Frequency
No Promotion
No Promotion
No Promotion
No Promotion
No Promotion
No Promotion

Penetration (L) and
Comsumption (M)

Core
Twice a Quarter
Striving for
Convenience


penetration (M)
Comsuption (H)

Bundling
Twice a Quarter

more

No Promotion
No Promotion
No Promotion

Penetration (L) and
Comsumption (M)

Core
Twice a Quarter

penetration (M)
Comsuption (H)

Core
Twice a Quarter

Striving for
Convenience

Trade Marketing Bev
Channel Wise POP

Vision
Merchandizing
Trade Marketing Bev

Siting
Guidelines
Primary: Locate it near the Dairy category, Secoundary:
Locate it near health driven products
Macro Space
Over Allocation, minimum 30% shelf turnover per day
Segmentation
Visibility
By Product Type, then by format

Vertical blockage by range
Tapal
10
Lipton
20
30
40
Supreme
50
60
70
80
Lipton
Green
Tapal
Green
90
100
Lipton
Green
Tea
Tapal
Green
Tea
10
Signage
Yellow color to represent the category, vertical category

separator, Lipton to be Category Anchor, Mobiles
Equipment
Tea Bag secondary despensers, Bulk Pack Gondolas,

Tea scent units,
Lipton Core
20
Tapal Core
Supreme Core
30
40
Lipton Tea Bags
50
Tapal Tea Bags
Supreme Tea Bags
60
70
80
Tapal Bulk Packs
90
Lipton Bulk Packs

Supreme Bulk
Packs
100
Store or Shelf Traffic
Trade Marketing Bev
Siting
Guidelines
Tapal
10
Macro Space
Segmentation
Visibility

separator, Lipton to be Category Anchor, Mobiles,
Posters
Signage
Equipment
Tea Bag secondary despensers, Bulk Pack Gondolas
Lipton
20
30
40
Supreme
50
60
70
Lipton
Green
Green
Tea /
other
90
100
80
10
Tapal Tea Bags
Lipton Tea Bags
Supreme Tea Bags
Tapal Core
Lipton Core
Supreme Core
20
Tapal
Green
Tea
30
40
50
Lipton
Green
Tea
60
70
80
Tapal Bulk Packs
Lipton Bulk Packs
Supreme Bulk Packs
Other Tea
90
100
Trade Marketing Bev

Siting
Guidelines
Macro Space
Segmentation
Visibility

Signage

separator, Lipton Category Headers, shelf Talkers,
Lipton to be Category Anchor, Mobiles, Posters
Equipment

Tea Scent Units
Imported
Tapal
Tapal
Lipton
Lipton
Lipton
10
20
30
40
50
60
Supreme Supreme
70
80
Lipton
Green
Tapal
Green
90
100
10
Lipton Core
20
Tapal Core
30
Supreme Core
Imported
Lipton
Green
Tea
Imported
40
50
Lipton Tea Bags
Tapal Tea Bags
60
Supreme Tea Bags
Lipton
Local
Green
Tea
Tapal
Green
Tea
70
80
90
Tetley
Tapal Bulk Packs
Lipton Bulk Packs
Supreme Bulk
Packs
100
Imported
Lipton
Green
Tea
Trade Marketing Bev

Siting
Guidelines
10
Macro Space
Segmentation
Visibility

Supreme
Lipton
Tapal
20
30
40
50
60

separator, Lipton Category Headers, shelf Talkers,
Equipment

Tea Scent Units
Green
Tea /
other
90
100
80
70
10
Tapal Tea Bags
Lipton Tea Bags
Supreme Tea Bags
Tapal Core
Lipton Core
Supreme Core
20
Signage
Lipton
Green
Tapal
Green
Tea
30
40
50
Lipton
Green
Tea
60
70
80
Tapal Bulk
Lipton Bulk Packs
Supreme Core
Other Tea
90
100
Trade Marketing Bev
Beverages Merchandizing BKS and GS

Siting
Macro Space
Segmentation
Visibility
Signage
Equipment
Guidelines
Yellow color to represent the category, shelf Talkers,
Bulk Pack Gondolas
Beverages Merchandizing BKS and GS

Tapal
10
Lipton
20
30
40
Supreme
50
60
70
80
Lipton
Green
Green
Tea /
other
90
100
10
20
30
Tapal Core
Lipton Core
Tapal Bulk Packs
Lipton Bulk Packs
Supreme Core
40
50
60
70
80
Supreme Bulk Packs
Other Tea
90
100
Trade Marketing Bev
Beverages Merchandizing MS
Siting
Macro Space
Segmentation
Visibility
Signage
Equipment
Guidelines
separator, shelf Talkers, Mobiles, Posters, Lipton to be
Category Anchor
Tea Bag secondary despensers, Tea Scent Units
Beverages Merchandizing MS
Tapal
10
Lipton
20
30
40
Supreme
50
60
70
Lipton
Green
Green
Tea /
other
90
100
80
10
20
Tapal Core
Lipton Core
Supreme Core
30
40
50
Supreme Tea Bags
60
Tapal Bulk Packs
Lipton Tea Bags
70
Supreme Bulk
80
90
Tapal Bulk Packs
Lipton Bulk Packs
Other Teas
100
Trade Marketing Bev
Thank you
Trade Marketing Bev

TCP Local

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Beverages Category

Trade Category Plan

Trade Marketing Bev

Trade Category Plan

Trade Marketing Bev

What are the different

Which products best

Trade Marketing Bev

Lipton, Supreme, Tapal, Tetley, Vital,

Lipton, Tapal, Loose

Pack size consumers

Pack size customers

25tb, 50tb, 7gm to 2 kg multiples of

25tb, 50tb, multiples of multiples of

Trade Marketing Bev

Value Drivers and Prioritization Matrix

Premium and Specialty

High Quality and superior Taste Drinks

More for Less

More consumption with affordable

Start Drinks When your

Recruiting younger generation for Tea

Stepping out spending more

Getting larger share of throat when

Drink Better Live Better

Health and wellness communication

Cultural pride in tea

Strengthening Tea a part of our

Striving for Convenience

Trading up to convenient formats

Create exciting innovations to combat

Trade Marketing Bev

consumers. We aim to increase tea consumption occasions by

Category Vision of Growth

Trade Marketing Bev

Preparing Jobs To Be Done

More for Less

Drink Better Live Better

Provide affordable alternative

Buy affordable packs

Educate the retailer that the

Upgrading the consumer by

Stepping out spending more

Make tea a social hangout

Striving for Convenience

Energize towards modren

Highlight premium packs

Drive innovative formats such

Easy to Buy easy makes it

Lets drive convenience down

Trade Marketing Bev

Value Drivers translated into Jobs To Be Done

More for Less

Increase consumption by promoting Value packs

Stepping out spending more

Drive tea as a social hangout drink by introducing

Drink Better Live Better

Upgrading consumers towards Teabags and

Striving for Convenience

Energize towards modren lifestyle by providing

Trade Marketing Bev

Brand & Channel Portfolio Matrix

Increase consumption by promoting Value packs

IMT, NA, BGS,