A) SWOT Analysis for an Anti-Diabetic Indian Tea Brand:

Strengths
1. Unique Selling Point: Palatability and sweet taste that is normally not a
proposition for competitors. Essentially, we are promising that the consumers will not
be missing out on their daily savours.
2. Visibly economical: From the price point it is cheaper than its competitors. Also,
the fact that we mention “One Tea Bag is Sufficient for minimum of 2 cups” further
builds on the perception.
3. Rational sale pitch: The content transparently talks about how we do what we
promise to do. For an educated customer, this would not at all be top claims and
improve credibility.
Weaknesses
1. Limited Brand Awareness: As a new brand, it may face challenges in
establishing its presence and gaining recognition in a competitive market.
2. Limited Distribution: Sole online distribution can primarily hurt sales.
3. Negative association: Selling a sweet anti diabetic product can be counter
intuitive to a not so introspecting audience.
Opportunities
1. Increasing Diabetic Population: According to statista.com, in 2021 India has the
second highest number of diabetic populations with 74 million people, after the US.
The International Federation of Diabetes predicts that this number will rise to 151
million by 2025. By 2027, 10% of the Indian population is expected to be affected
with diabetes.
2. With a growth rate above 10% CAGR, the market is primarily driven by the rising
incidence of Type 2 diabetes in India which requires lifetime maintenance. This
provides us with a lucrative customer base with high lifetime value, more so due to
the habit-forming nature of tea.
3. Awareness for preventive medicines: In recent years, there has been a growing
awareness among people in India regarding preventive medicine and wellness. This
has led to an increased demand for diagnostic tests that can detect potential health
issues before they become serious. People are now more inclined towards adopting
a healthy lifestyle and regular health checkups. Moreover, companies are pushing
employees towards preventive care to boost workplace productivity.

Threats
1. Intense Competition: The tea market in India is highly competitive, with a wide
range of established brands and alternative anti-diabetic products. The herbal
brands are having major encouragement by the government which naturally
minimises the entry barriers. With lower capex and digital business model, it opens
up the possibility of fragmentation in near future.
2. Changing Consumer Preferences: Consumer preferences and trends may shift
over time, requiring the brand to continually adapt and innovate to stay relevant.
Differentiation scope is extremely limited due to the commodity nature,
Placement of the Anti-Diabetic Indian Tea Brand: The brand can position itself as a
premium, natural, and functional tea that supports diabetes management and overall
well-being. Emphasize its traditional Indian roots, highlighting the use of medicinal
herbs and spices that have been used for centuries in Ayurveda for their health
benefits. Position the tea as a daily ritual that complements a healthy lifestyle and
aids in maintaining optimal blood sugar levels.
B) Marketing Plan and Strategy:
The key is to emphasize its ability to provide a satisfying and enjoyable tea-drinking
experience while also supporting diabetes management.
1. Health and indulgence: Position the brand as a unique tea offering that strikes a
perfect balance between health and indulgence. Emphasize that individuals with
diabetes can enjoy the sweet taste they desire while taking care of their health.
2. Natural Sweetness: First, it dilutes any possible negative connotation of the term
sweet. Highlight that the sweetness in the tea comes from natural sources, such as
herbs, spices, or naturally occurring sweet flavours. Assure consumers that the tea is
free from added sugars or artificial sweeteners, making it a healthier choice.
3. Sell a plan rather than tea: Diabetes is a chronic disease and there is no cure. All
efforts are made for maintenance to manage blood sugar levels below a certain
threshold. As we are insistent to have loyal customers, we can talk about elaborate
daily plans, curated for different age groups of which tea is just an important
intervention.
4. Target towards the greater superset of possible patients who might not at present
be clinically diabetic. The features for selection could be many and include the
parameters like:
 Obesity
 Sedentary lifestyle
 Metabolic conditions
 Family history
 Prediabetes
5. Expertise and Trust: Leverage partnerships with healthcare professionals,
nutritionists, or diabetes experts to establish credibility and build trust. For a social
media platform, fitness influencers are good starters.
6. Targeted Messaging: Rather than a very generic positioning, our promotions and
marketing efforts can be pretty exclusive with our target segments.
7. Introduce intervention in channels that directly address the community angle.
Facebook groups are good targets, as this segment we are talking about do not
majorly exist in Instagram. Also, wellness centres like yoga classes, meditation
centres, corporate kiosks which have a strong brand recall. WhatsApp chatbot with a
fitness plan and morning quotes, fun facts are loyalty builders. Once these gets
shared in family and friend groups, we would have word to mouth promotions and
open up opportunities for cross selling other brands.
8. Understanding pain points through dynamic feedbacks. Analyse KPIs and
understand attrition reasons. Don’t put up a very robust and inflexible positioning and
tweak with feedback and rating updates.
C) Marketing Challenges:
Building brand recognition and gaining trust in a competitive market.
Educating consumers about the specific health benefits and differentiating the tea
from regular teas or other anti-diabetic products.
Overcoming price sensitivity by effectively communicating the value proposition and
quality of the tea.
D) Target Audience of the Anti-Diabetic Indian Tea Brand:
Doing a demographic segmentation by age, the 45 plus age group is most likely to
be affected by type 2 diabetes.
Psychographic, we are looking for individuals who cherish the Indian values of herbal
treatment, have a natural concern for family and friends and is a middle-upper
middle class professional.
Behaviourally, we want him/her to be e tea lover, preferring at least two cups a day.
Precisely, we want a 45-year working professional with a family history of
diabetes who has at least two cups a day.
E) Taglines
"The supporting sip"
"The safe sugar"
“Your Type Two Tea”