Introduction & Background

Client is a name synonymous with tea. This iconic British brand has been delighting tea drinkers since 1706.  Headquartered in Andover, Hampshire, Client is a subsidiary of Associated British Foods.  With a presence spanning the world, Client continues to be a leader in the tea industry, steeping tradition in every cup.

Objective: Diagnose the cause of stagnant sales for established Client subsidiary in India &recommend strategies to accelerate growth.

Tecnova’s Role

Market Analysis and Distribution Network Assessment: Conducted detailed market analysis and identified gaps in the distribution network.

Route-to-Market Validation: Reviewed and validated Client's existing route-to-market strategy with local insights.

Go-to-Market Strategy Formulation: Developed a tailored Go-to-Market strategy for Client in India.

Partner Identification and Selection: Identified, shortlisted, and facilitated the selection of potential distribution partners.

Conclusion

Identification of Distribution Network Gaps: Tecnova conducted athorough analysis and identified significant gaps in Client's current distribution network.

Recommendation of Alternate Distribution Partner: Based on their findings, Tecnova recommended a more suitable and efficient distribution partner to better align with Client's market entry and expansion goals.

Successful Partnership: Client adopted Tecnova's recommendations and is currently collaborating with the distribution partner identified by Tecnova. This partnership has enhanced Twinings' market reach and distribution efficiency in India.

By addressing the distribution network gaps and facilitating a strategic partnership, Tecnova enabled Client to strengthen its presence and operational effectiveness in the Indian market.