Wagh Bakri tea lounge : brewing a new experience / Arvind Sahay and Tara Tiwari.

Format:

Book

Author/Creator:

Sahay, Arvind, author.

Tiwari, Tara, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Marketing--Case studies.

Marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Indian Institute of Management,Ahmedabad, 2022.

Summary:

Wagh Bakri, a packaged tea company, started operating tea lounges as forward integration. It planned to increase both visibility and physical presence across different locations. However, with a rise in social tea drinking, it adopted kiosks model along with lounges with the dual objective of increasing visibility and profitability. The global COVID 19 pandemic in 2020 hit the company's sales as lounges and kiosks were shut. In Q4 CY2021, as its sales started picking up, Wagh Bakri wanted to come up with the right mix of lounges and kiosks. The case revolves around the experience that Wagh Bakri offers to its customers for a product (tea) which is mostly consumed at homes in India. The crux of the case is how Wagh Bakri creates an experience for its customers with kiosks and lounges at different locations that attracts more customers and helps the company to achieve its objectives.

Notes:

Description based on XML content.

ISBN:

979-83-488-5428-7

OCLC:

1569208859

Publisher Number:

T301252