The Duncans News Letter

              The Tea Industry - A Statistical Overview

Shakti relaunch

The “Shakti”of the Duncans repertoire was relaunched in a new avatar replete with an enhanced brand promise Zabardast Shakti Bejod Quality. And to herald this new look Shakti, the Maha Shakti Maha Yudh conference was held in New Delhi and Nagpur. With a view to motivate the Duncans corps to achiev the magic mark of 1000 tons per month by 2002, the theme of the conference was “yudh”. 

Yudh because efforts only on a war footing would pay the dividends required in the market, and enable our brave “Yodhas” to taste success, to meet the target, and put Shakti right where it belongs- at he top! A wide range of communication - press ads, hoardings, wall paintings, sunpack sheets, dealer boards and dispensers were the ammunition provided to our forces to win the Maha Yudh, and paint the town red and yellow!

The war theme was carried across to the posters, banners,etc. designed for the conference. An audio-visual on this theme was screened – with the Maha Shakti Maha Yudh message interspersed with war scenes, patriotic songs on Shaktiand the pledge to attain 1000 tpm by 2002.The conference was flagged of by a presentation on the brand target, marketing objectives, strategy and communication plans. Post this the audio visual was screened and the attractive new pack revealed. Then came the fun and the games.

 But these were no ordinary games , these were war games! The field force was divided into 10 teams, each named after a peak conquered by India in the just concluded Kargil war. The games were based on the task at hand- innovative product advertising, decorating of make shift shop etc.

Maha Shakti Maha Yudh was a great hit at both New Delhi and Nagpur- with an enthusiastic field force enjoying every minute of the audio visual , games and ofcourse the prize distribution! 

Mr. Sanjoy Sen writes fom Jabalpore Depot-

Sales from HTS has always proved beneficial for packet tea organisations. This category which serves the consumrs directly has started becoming an integral part and parcel of packet tea sales. Before the relaunch of new Shakti two major towns under the Jabalpore depot contributed good HTS sales through Sargam dust. But with improved quality Shakti the sales force went all out and then after 3 months of continuous  service and hard work , the dividends have started pouring in!

 The campaign was started in the first week of  August with five major towns (Jabalpore, Katni, Seoni, Balaghat, and Satna) and after the success in these towns, it was extended to four more majore towns ( Chindwara,  Rewa, Chattarpur, Mandla) The drive was started with the following: Designated five cycle boys at Jabalpur/Katni/Seoni/Satna/Balaghat(50% salary borne). In other towns KDSRS / PSRI asked to visit a minium of 10 HTS daily.

·         Route chart handed over to the cycle boys who maintain a regular sales register.

·         Massive postering in leading HTS  in absence of shop painting.

·         Attractive scheme (either glass or sugar) to HTS counters.

·         Cycle painted and boxes fitted in two towns- Jabalpur and Seoni.

The aim is to achieve a milestone of 10 tones average monthly sales from this campaign by March end. Now the sky's the limit for Shakti in the Mahakoshal belt!

| The Tea Industry - A Statistical Overview || The Tea Times|| The DD ITF Junior Tennis Championship '99|| Shakti Relaunch || The Shakti HTS Success Story || The DD Focus Towns || Tea & Health || TEAm Duncans |