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IDENTIFYING COMPETITORS

Using the market approach, any business is in the same industry or any similar industry, or
any business that satisfy the same customer need, can be defined as ‘Competitors’.
Competitors can be identified on basis of a) Market point-of-view b) Industry point-of-view
The company is ranked 3rd in the market, yet they have not captured consumers from all over
world.
The company is consistent in the quality and the taste of their product. Yet, the company can
grow in the market competition by introducing more variety of products as per to desired taste of
consumers.

Competitors of Wagh Bakri Tea

TATA Tea -Tata


HUL - Red Label, Agni, Tata Gold,
Brooke Bond Tetley, Kanan
Taaza, Tajmahal, 3 Devan, Chakra
Roses, Lipton Gold, Gemini

ORGANIC SOCIETY
INDIA - Tulsi TEA - Society,
Amar Tea

Jivraj, Duncans Sargam,


C. Somabhai, Supercup,
OTHER Girnar, Twinnings Tea
COMPETITORS Bags, Double Tiger,
Gulab, Umiya, Rajhans,
Dinesh tea, etc.

ANALYZING COMPETITORS
After identifying competitors, a company must determine their strategies, objectives,
strengths and weaknesses.
A. STRATEGIES
Strategic group mapping

STRENGTH:
The major competitors of Wagh Bakri are: a) HUL Brooke Bond Tea b) TATA Tea
WAGH BAKRI TEA HUL BROOKE BOND TATA TEA
 Consistent product  Rich taste  Global presence in 50
quality  Distinctive aroma and countries with brands
 Affordable price flavours like Tetley becoming
 Strong distribution  Decent packaging great selling brands in
network i.e. easily  Brand visibility and UK, Canada and USA
available in urban as consumer awareness  With presence of anti-
well as rural areas  Product availability is oxidant properties, Tata
 Variety of products ensured by good tea is considered to be
available as per supply chain network very healthy.
preferences of  A trustworthy brand
customers  High customer loyalty
 Goodness of seven
spices perfectly
blended giving strong
taste
WEAKNESS:
WAGH BAKRI LEAF TEA HUL BROOKE BOND TATA TEA
 Doesn’t have a  Storage problems  Less market in India
remarkable global faced by customers/  Faces a lot of issues due
presence as compared affected by moisture to adopting labour
to HUL and TATA  Uses traditional intensive techniques.
 Weak social media approach for  Health related issues
presence promotion
 Domestic player and  Weak social media
taking less risks presence

This analysis suggests that Wagh Bakri could attack HUL and TATA on their weaknesses.
Wagh Bakri does pricing by looking into competitors’ price which helps them gain market
share. The company only focuses on Tea and its related products which makes them
exclusive compared to HUL and TATA who deal in different industries as well.
PRODUCT LIFE CYCLE (PRODUCT WISE)

References

References
HUL (Hindustan Unilever Limited) SWOT Analysis, Competitors & USP. (n.d.). Retrieved from
mbaskool.com: https://www.mbaskool.com/brandguide/fmcg/1515-hul-hindustan-unilever-
limited.html

Tata Tea Limited SWOT Analysis, Competitors & USP. (n.d.). Retrieved from mbaskool.com:
https://www.mbaskool.com/brandguide/fmcg/1515-hul-hindustan-unilever-limited.html
WAGH BAKRI PRODUCT CATALOGUE. (n.d.). Retrieved from gulfood.com:
https://www.gulfood.com/__media/libraries/exhibitor-brochures/5C058836-5056-B775-
A2F88284DF5E77D3-document.pdf