Tea Marketing Plan

A Strong Cup of Tea MARKETING PLAN Powered by Ali Hadi

Fg Tea TAZA CHAI Zandgi main Tazagi lai Category Logo

Rural Market Option

FEDGLOBE SWOT Grid INTERNAL EXTERNAL EXTERNAL INTERNAL EXTERNAL Strong competition in rural & urban market Internationally increasing TEA prices (Import Duties) Double digit inflation could be harmful for New brands in Pakistan “play carefully & smartly” Reliant upon particular tea beverages Entrance into difficult non-core categories Saturation of hot beverages segment Threats Weaknesses New product introductions in hot beverages Brand is attractive to our local market and part of traditional drinking habits. Strong existing distribution channels Results of operations “KOLSON Brands” Opportunities Strengths Strong competition in rural & urban market Internationally increasing TEA prices (Import Duties) Double digit inflation could be harmful for New brands in Pakistan “play carefully & smartly” Reliant upon particular tea beverages Entrance into difficult non-core categories Saturation of hot beverages segment Threats Weaknesses New product introductions in hot beverages Brand is attractive to our local market and part of traditional drinking habits. Strong existing distribution channels Results of operations “KOLSON Brands” Opportunities Strengths Strong competition in rural & urban market Internationally increasing TEA prices (Import Duties) Double digit inflation could be harmful for New brands in Pakistan “play carefully & smartly” Reliant upon particular tea beverages Entrance into difficult non-core categories Saturation of hot beverages segment Threats Weaknesses New product introductions in hot beverages Brand is attractive to our local market and part of traditional drinking habits. Strong existing distribution channels Results of operations “KOLSON Brands” Opportunities Strengths

What is FG-TAZA Chai

New Hot Beverages “Functional Drink”

Quality Tea with Supreme Blend

Strong & energetic antioxidant leaf

Refreshing body with aromatic feeling

Contains mixture blend from Kenya

Contains caffeine “activate your brain cell”

Executive Summary

How we got to where we are:

We originally chose Fg-Tea as part of our company

SWOT Grid showed opportunities outside of Fg’s main product line

We saw an expanding trend with health “people need active life”

Came across Fg’s new black tea product, TAZA Chai

While this product “TEA” has already been launched by Lipton, Tapal & Tetely but still very big vacuum for new brand.

What we are going to do:

We will target young generation & family

Our target is also active life conscious individual & family gathering

We will pass out 100 cups and other giveaways in every offices/public spots

We will run TV commercials, print ads, out of home signage, and online banner ads

This “launch” campaign will last three months

Brand Audit - Target

Family

Packs will be vibrant color mixing of “yellow & purple” along with visual effects of lively family.

Image of rejoicing moments in every shot.

Individual Youth

Antioxidant “Keeps you healthy & young”

Fg cup of tea “each sip bring refreshing & energetic feeling”

Fresh alluring aroma of mixture blend

comes in 60g, 125g, 250g & 500g OR “50g, 100g, 200g, 400g & 1000g”

Active, Healthy, normal weight, 18-45 year olds

People who are active life conscious, specially in exhausted condition

Middle to upper class

Brand Audit - Positioning

Innovative

Young

Healthy

Energizing

Refreshing

Fun

Aroma

“ Our packaging and advertising convey that TAZA gently invigorates your body “physically & mentally to activate your brain cell . Strong Aroma Expensive Weak Aroma Cost Effective

Brand Audit - Image

Currently there is no established brand image. By emphasizing the following semiotic cues, we plan on developing a strong brand image:

Fg-T category logo gives double strength to brand & corporate

TAZA Chai logo gives cozy effects with smoggy hot feeling.

Solid colors, yellow & purple gives fresh morning effects, unique trendy packing gives double edge to the brand.

Smoggy waves on pack--- create fun

Yellow & Purple gives day/night effects, good for anytime.

Slogans is “TAZA Chai, Tazagi Lai”, “Karak color & Fresh aroma brings life to hot cup of tea.

Reach over 150 million consumers

Increase brand equity by extending brand awareness

Develop strong brand image and personality

Position TAZA as a unique and innovative product.

Fg-Tea Campaign Goals

Our Campaign – Phase I

BTL Campaign

Mobile “TAZA Chai Dhaba”

Free Sampling “liquid tea testing”

100 cups/spot (100 Spot in each town-KLIP)

Free branded tea filter “Chhani”, “mug” and “Tea mate” giveaways

Promotions Examples Free Hot Tea Tea Mate Plastic Tea Strainer Tea Mug

Our Campaign – Phase II

ATL Campaign

National TV

Commercials during cabel network movies, TV shows such as Special Drama, News, Talk Shows and sitcom

Product placements in many of the same shows

Magazines

Full page ads in magazines including Akbar-e-Jahan , Herald, Mag, Family Magazine, Fashion, Business Magazine

Out of home signage: Billboards, wallscapes, Shop Fascia

Urban areas, Retail merchandising, free tea sampling in store activity, event sponsorship “liquid tea, 100 cups/events”

Internet

Banner ads on magazine and websites “facebook, Yahoo, MSN”

Co-branding

Available on Pizza Hut, KFC, Big Shopping Mall “Dolman Mall, Park Tower and Millennium Mall”

Where is the budget going? 5% Reach: 5 million people Internet 15% Reach: 2,000,000 people Promotions 10% Reach: 30 million people Out of home signage 15% Reach: 5 million people National Magazines 55% Reach: 80 million people Cable Network TV Percentage of total budget Reach/Frequency Media Vehicle

Where is the budget going?

Aug 15 th – Aug 30 th Free Sampling mobile Chai Dhaba promotion (giveaways) Product placement Sept 1 st – Nov 30 th TV promotions, internet, magazine, outdoor advertising and co-branding Our Campaign – Timeline August 15th Nov 30 th

Conclusion