Creek bridge general_majid_haider_tea_consumption_uae

Ahead of the Fair Trade. Since 1995 Dubai - September 2011 Case Study – Tea Consumption in the United Arab Emirates Creek Bridge General Trading L.L.C The information contained in this document belongs to Creek Bridge General Trading LLC and to the recipient of the document. Unauthorized copying, disclosure or distribution of the material in this document is strictly forbidden and may be unlawful – Majid Haider

Agenda ,[object Object],[object Object],[object Object],[object Object]

Company Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Company Values ,[object Object],[object Object],[object Object],[object Object]

CEO Background ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Company Growth 1995 2010 2009 2008 2000 2005 Base 100 260 330 390 305 320 260% 50% 22% 345 14% 2011 Economic crisis impact on regional trade Creek Bridge L.L.C annual turnover - base 100

Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Beverage market ,[object Object],[object Object]

Duplication ,[object Object],[object Object],Base: Total Sample ( n =5006) Tea Coffee Carbonated drinks Juice & fruit drinks Tea 100% 95% 94% 94% Coffee 72% 100% 73% 74% Carbonated drinks 86% 87% 100% 86% Juice & fruit drinks 95% 96% 96% 100% All consumers Non consumers Solus consumers Tea (Tea bags) 87% 13% 35% Tea (Packet tea) 54% 46% 20% Ground Coffee 45% 55% 16% Instant Coffee 62% 38% 25% Carbonated drinks 86% 14% 9% Juice & fruit drinks 96% 4% 11%

Kind of Tea ,[object Object],[object Object],[object Object],Base: Total Sample ( n =5006) Tea Bags 23% Packet Tea 41% 36%

Frequency of tea consumption ,[object Object],[object Object],[object Object],Tea Bags Packet tea Base: Total Sample ( n =5006)

UAE’s Favorite Tea Brands Base: Total Sample ( n =5006) ,[object Object],[object Object],Packet Tea Consumers All Consumers Most Often Consumers Lipton 32% 26% Brooke Bond 14% 10% Red Label 11% 5% Alokozay 8% 5% Society 8% 5% Leone 6% 3% Rabie 5% 2% Al Alali 4% 3% Tea Bag Consumers All Consumers Most Often Consumers Lipton 60% 54% Red Label 18% 8% Alokozay 11% 7% Rabie 10% 4% Ahmed 6% 4% Ghazleen 6% 3% Leone 6% 3% Alamein 4% 3%

Tea Brand Loyalty Base: Total Sample ( n =5006) ,[object Object],[object Object],[object Object],[object Object],[object Object],Tea Consumers Tea Bags Packet Tea Lipton 90% 80% Brooke Bond 43% 73% Red Label - 46% Alokozay 58% 64% Society - 57% Leone 53% 47% Rabie 41% 42% Al Alali - 83% Ahmed 72% 80% Ghazleen 57% 73%

Segmenting: Demographic breakdown Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts Sample 2161 486 562 332 372 409 Horizontal % 100% 23% 26% 15% 17 % 19% Represent People 1.5 million 338,560 384,028 232,253 254,825 290,052 Age Teens (15-19 yrs) 8% 6% 9% 12% 6% 9% 20’s (20-29 yrs) 31% 30% 29% 41% 30% 27% 30’s (30-39 yrs) 34% 37% 33% 31% 35% 36% 40’s (40-49 yrs) 20% 19% 21% 14% 24% 22% 50 & above yrs 6% 9% 8% 2% 5% 6% Ethnicity Nationals 26% 19% 33% 34% 27% 16% Arab Expats 33% 21% 40% 40% 52% 18% Non Arab Expats 41% 60% 28% 26% 21% 65%

Segmenting: Demographic breakdown Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts N=2161 N= 486 N= 562 N= 332 N= 372 N= 409 Marital Status Single 33% 34% 30% 44% 26% 31% Married 58% 57% 59% 48% 64% 60% Married with children 8% 6% 10% 7% 9% 6% Divorced/ Widow* 2% 2% 1% 0.8% * 1% 2% Geographic Dubai 26% 26% 23% 26% 28% 29% Sharjah 19% 26% 16% 18% 16% 19% Abu Dhabi 34% 28% 40% 37% 33% 30% Al Ain 8% 7% 5% 9% 11% 7% Northern Emirates 13% 13% 16% 10% 12% 14%

Segmenting: Education & Employment Status Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts N=2161 N= 486 N= 562 N= 332 N= 372 N= 409 Employment Government sector 17% 14% 25% 15% 22% 8% Private sector 37% 40% 34% 37% 40% 37% Semi private sector 2% 2% 2% 3% 1% 2% Self employed 12% 14% 11% 11% 10% 14% Not doing paid job 31% 30% 27% 34% 28% 39% Housewife 19% 22% 14% 17% 16% 27% Student 7% 6% 8% 11% 6% 7% Education Elementary or less 4% 5% 2% 2% 4% 7% Intermediate 11% 13% 10% 11% 11% 12% Secondary 31% 27% 35% 33% 31% 25% Diploma, University Education 22% 21% 23% 26% 16% 24% University or above 32% 34% 30% 27% 37% 32%

Segmenting: Income Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts N=2161 N= 486 N= 562 N= 332 N= 372 N= 409 Family Income Less than Dhs 4000 17% 23% 14% 12% 15% 19% Dhs 4001 -8000 28% 27% 29% 25% 29% 29% Dhs 8001 -12500 21% 17% 22% 25% 23% 18% Dhs 12501- 15000 6% 7% 7% 6% 7% 5% Above Dhs 15,000 12% 10% 13% 20% 13% 6% Refused/ Don’t know 16% 15% 15% 12% 14% 23%

UAE tea consumer behavior Vertical % Women: Heavy tea consumers Contented Health conscious Ambitious fashionables Carefree Shy Introverts N=2161 N= 486 N= 562 N= 332 N= 372 N= 409 Packet Tea 54% 94 107 103 84 109 Tea Bags 87% 95 104 106 105 91 Top Brands (Packet Tea) Lipton 32% 98 100 105 91 106 Brooke Bond 14% 88 139 93 74 92 Red Label 13% 70 156 102 73 83 Alokozay 7% 62 135 113 87 99 Top Brands (Tea Bags) Lipton 71% 93 107 110 108 84 Red Label 24% 88 127 111 89 78 Alokozay 13% 57 114 122 113 103 Rabie 13% 69 125 135 122 55 Ahmed 6% 82 100 84 152 88

Tea brands loyalty ,[object Object],[object Object],Women: Heavy Tea consumers Red Label Group 1: Contented 37 Group 2: Health conscious 42 Group 3: Ambitious Fashionables 40 Group 4: Carefree 48 Group 5: Shy introverts 52 Women: Heavy Tea consumers Ahmed Group 1: Contented 79 Group 2: Health conscious 76 Group 3: Ambitious Fashionables 63 Group 4: Carefree 70 Group 5: Shy introverts 69 Women: Heavy Tea consumers Alokozay Group 1: Contented 59 Group 2: Health conscious 50 Group 3: Ambitious Fashionables 56 Group 4: Carefree 56 Group 5: Shy introverts 55 Women: Heavy Tea consumers Lipton Group 1: Contented 90 Group 2: Health conscious 89 Group 3: Ambitious Fashionables 91 Group 4: Carefree 88 Group 5: Shy introverts 88

Company Contact Details ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The information contained in this document belongs to Creek Bridge General Trading LLC and to the recipient of the document. Unauthorized copying, disclosure or distribution of the material in this document is strictly forbidden and may be unlawful – Majid Haider

Creek bridge general_majid_haider_tea_consumption_uae

Recommandé

Recommandé

Contenu connexe

Similaire à Creek bridge general_majid_haider_tea_consumption_uae

Similaire à Creek bridge general_majid_haider_tea_consumption_uae (20)

Dernier

Dernier (20)

Creek bridge general_majid_haider_tea_consumption_uae