Tea-pot

Submitted by :Sakshi Arora(22)

Submitted
to :Dr Kirti
Dutta

Khushboo
Kaushik(41)
Manish Malhotra(42)
Mayank Grover(43)

Tea-pot

is the innovative tea- shop which targets youth

and tea lovers with wide range of tea, homely ambience,

cool place to hangout and much more. It offers different
kinds of tea and tea time snacks. As India is still a tea lover
country where people prefer tea over coffee to refresh
themselves. Its a low budget shop that offers differentiated
and unique menu and open 24*7 days.

Location

Kamla nagar, north campus New Delhi

The place where Tea-pot is expected to open has more than 20+ colleges and students
residing as paying guest .
Students often prefer to pocket friendly stores and Tea-pot will provide them a light
quick breakfast and much more than snacking at an affordable price.
Kamla Nagar market would be the best place to attract youth, cools and everyone.

Trading area
North Delhi has a population of 2,258,367 (2001 census), and an area of 250 km, with
a population density of 9,034 persons per km (23,397 persons per mi)
Model Town
Civil Lane
GTB Nagar
Kashmiri Gate

Retail Store concept

Tea-pot is a specialty store focus only a type of product
catering to medium class of group, providing wide variety
of tea in different flavors with home like environment
accompanied with snacks, karaoke nights , games, books
and much more.

Target
market

ALL TEA LOVERS

STUDENTS

PROFESSIONALS

TEENS

YOUTH

COOLS

MATURES

AGE

15-18

19-24

25-40

40+

SEX

M/F

M/F

M/F

M/F

INCOME

<2000

2000-8000

20000

>20000

PRICE
SENSITIVITY

HIGH

HIGH

LOW

MEDIUM

AVG NO. OF TEA

CUPS/DAY

2-3

3-4

3-4

4+

LOYALTY STATUS

LOW

MEDIUM

MEDIUM

HIGH

Product mix

Ginger Tea

Butter Toast
Cheese Toast

Kashmiri Tea

Cheese sandwich

Darjeeling Tea

Paneer roll

Pepper Tea

Egg roll

Strong/Light Tea

Chicken roll

Tulsi Tea

Ice Tea
Green Tea
Black Tea
Lemon Tea
Masala Tea

Samosa
Maggie
Veg cutlet
Burger
Pastry
Cakes

Pricing mix
Category
Tea
Toasts & Sandwiches
Rolls
Dry Indian Snacks
Other snacks
WI-FI
Books

Price Range
20 TO 70
45 TO 100
50 TO 100
20 TO 50
UP TO 100
Free upto 1hr
For in-store reading

Brand Image
Sales promotion combo offer, BOGOF etc.
Direct marketing by sponsoring DU fest
Media Advertising DU colleges magazines, social

media

In- store promotions Theme promotions and offers

Loyalty program put there check in at the store and

get special surprise

Special attraction special arrangements for kitty

parties

Value proposition
Differentiated menu
Free Wi-Fi
Books
Games
Karaoke
24*7 days

Exterior Atmospherics
Sign board
Display windows the display will have different

types of kettles and cups

Accessibility - easily accessible by customers and

employees

Parking sufficient parking area

Interior atmospherics
Aesthetics
Color pink, white and brown
Lights dim lights
Music both English and Hindi music and also played as
per demand

Scent the natural aroma of tea which also acts as a

therapy.

Layout of the Store

Displa
y

stor
e

stor
e

Book
s

c
o
u
n
t
e
r

Exit
Entry
Boo
ks

Sitting Area

Store Design Layout

Free form (Boutique layout )
Entrance with automatic door
serving tables of different shapes
Book shelf at the entrance itself, so that
customers while entering choose the book or
newspaper or magazines and take it to the table.
Cash counter with a clear acrylic display and
samples of different kinds of tea on it , so that
customers can feel the aroma
Kitchen area to prepare orders

How it works?
Customers enters the shop& occupies their table
Order placed through and on I-pads built in menu
While the order is processed, customers can read
books, use wi-fi etc.
Order will be directed to kitchen
Then the notification of ORDER READY will be
displayed on the I-pad.
The customer then had to collect order from the
counter and pay the bill.