Track: Business Management

Abstract

The purpose of this paper is to study, analyse tea industry and areca nut market - A case study on enhancing the possible strategies to increase sales and spread brand awareness for areca market in Karnataka, India. Here the researcher has applied exploratory and descriptive research design by constructing the structured questionnaire and subjected the structured questionnaire to 100 Areca tea users and tea consuming consumers, by using convenience and random sampling for data collection from Karnataka, India. The collected data has been analysed using simple tools such as averages, percentages and measurement scales and SPSS software (One-Sample Statistics, One-Sample Test) were used to arrive at desired results. The analysis resulted that Though people in Karnataka, India are found to be health conscious and they do consume healthy products, here due to high price and low brand awareness Areca tea could not position itself strongly into the market hence a study was carried out to know the reasons behind it and possible solutions were given to increase the sales and brand awareness through various promotional media, free samples, sponsorship, tying up with health clubs, creative innovative ads and new flavoured based tasty drink to attract kids segment etc. in the interest of family. The Originality/value of the study is that the research is carried to establish a strategic and organizational marketing strategic plan by mystic aromatic company (ARECA) to promote the Areca tea drink to different segments. In order to overcome this challenge a study was carried out to test the response of customers before and after the usage of product and provided suggestive strategies to increase sales and expand brand awareness. Research implications are that the study is restricted to Karnataka, India.

Keywords: Karnataka, India, Tea industry, ArecaNut, Brand awareness, Sales.