Narung Green Tea Marketing Plan Powered by: Ali Hadi

Executive Summary Nerung Green Tea Product Place Price Promotion Two target markets Young professionals and college students Objectives Brand awareness of 30% and break-even of 180% Performance measures Surveys, focus groups, and financial analyses

Nerung Green Tea

Product

Place

Price

Promotion

Two target markets

Young professionals and college students

Objectives

Brand awareness of 30% and break-even of 180%

Performance measures

Surveys, focus groups, and financial analyses

Situation Analysis Company Analysis Nerung will be the first business to operate under The Fedglobe. Industry Analysis Nerung allows the shop to penetrate the hot drinks and the ready to drink (RTD) tea market. Market Analysis About 87% of all tea consumed is black tea and 12.5% is green tea (Tea Association, 2007)

Company Analysis

Nerung will be the first business to operate under The Fedglobe.

Industry Analysis

Nerung allows the shop to penetrate the hot drinks and the ready to drink (RTD) tea market.

Market Analysis

About 87% of all tea consumed is black tea and 12.5% is green tea (Tea Association, 2007)

Situation Analysis cont. Competitor Analysis The most likely substitute product for tea is coffee. Environmental Analysis Largest percentage of Karachi-Lahore-Islamabad population is target market. Most residents are in the “professional and business” or “health and social services” classes of employment.

Competitor Analysis

The most likely substitute product for tea is coffee.

Environmental Analysis

Largest percentage of Karachi-Lahore-Islamabad population is target market.

Most residents are in the “professional and business” or “health and social services” classes of employment.

SWOT Analysis Strengths IMO certification First mover advantage Weaknesses One supplier Limited experience Opportunities Greater antioxidant protection Tea sales Rs.15 to Rs.20 bn Threats Lipton Green Tea Jasmeen Tapal Tea

Strengths

IMO certification

First mover advantage

Weaknesses

One supplier

Limited experience

Opportunities

Greater antioxidant protection

Tea sales Rs.15 to Rs.20 bn

Threats

Lipton Green Tea

Jasmeen Tapal Tea

Target Market Two adjacent segments 18-23 years old college students 24-28 young professionals Need-based positioning Health Social network Novelty

Two adjacent segments

18-23 years old college students

24-28 young professionals

Need-based positioning

Health

Social network

Novelty

Product: The Tea Nerung’s markets the “new thing” Organic tea and upscale presentation Relaxed atmosphere and healthy feeling Complementary products Appetizers, snacks and pastries Cold tea beverages to attract customers new to tea

Nerung’s markets the “new thing”

Organic tea and upscale presentation

Relaxed atmosphere and healthy feeling

Complementary products

Appetizers, snacks and pastries

Cold tea beverages to attract customers new to tea

Product: The Hot Tea Shop (Café) Two-story building Different opening hours, seating arrangements and marketing approach Free Wi-Fi access (Net Access) Soothing colors (pastel green & bamboo) Sitting arrangement for young boys/girls and families

Two-story building

Different opening hours, seating arrangements and marketing approach

Free Wi-Fi access (Net Access)

Soothing colors (pastel green & bamboo) Sitting arrangement for young boys/girls and families

Place (Distribution Channel) Direct Channel of Distribution Prepared tea served in the Hot Tea shops Packaged tea sold in the shop and through Dhaba Chai, Canteen, Hotel.

Direct Channel of Distribution

Prepared tea served in the Hot Tea shops

Packaged tea sold in the shop and through Dhaba Chai, Canteen, Hotel.

Price Price of Rs.210/kg for leaf-in tea Price of Rs.300/kg for leaf-out tea Price may be increased to reflect quality

Price of Rs.210/kg for leaf-in tea

Price of Rs.300/kg for leaf-out tea

Price may be increased to reflect quality

Promotional Objectives Develop awareness Generate traffic Build loyal customer base

Develop awareness

Generate traffic

Build loyal customer base

Young Professionals’ Promotion Information Event Sites Large number of young professionals signed to network E-newsletters Prevents being overshadowed Choice of run time

Information Event Sites

Large number of young professionals signed to network

E-newsletters

Prevents being overshadowed

Choice of run time

Students’ Promotion Student Publications Reaches each school department Long life span On-line Social Network (Facebook) Reach nearly 87% of the student body Low cost compared to other media outlets

Student Publications

Reaches each school department

Long life span

On-line Social Network (Facebook)

Reach nearly 87% of the student body

Low cost compared to other media outlets

Young Professionals Sample Ad

Students Sample Ad

Community Promotion Annual Festivals/Families Get together Gain awareness Show community support Outlet for both target markets

Annual Festivals/Families Get together

Gain awareness

Show community support

Outlet for both target markets

In-Store Promotions Tea barista Special holiday events Tea parties

Tea barista

Special holiday events

Tea parties

Marketing Performance Evaluation Survey of brand awareness Focus groups to measure customer satisfaction Comment cards Customer Feedback

Survey of brand awareness

Focus groups to measure customer satisfaction

Comment cards

Marketing Performance Evaluation Comparing actual revenues with plan quarterly Net marketing contribution yearly Financial Performance

Comparing actual revenues with plan quarterly

Net marketing contribution yearly

Adjustments Major changes performed no greater than quarterly One full year of purchases will determine seasonality August will be a month to adapt settings

Major changes performed no greater than quarterly

One full year of purchases will determine seasonality

August will be a month to adapt settings

Thank you We are looking forward to seeing you at Nerung’s! Required: Budget & Go Ahead! Budget Excel Sheet Attached

We are looking forward to seeing you at Nerung’s!