• BACKGROUND• INTRODUCTION• STRATEGIES• PRODUCT• POSITIONING• POSITIONING GRID• VALUE CURVE• PRICING STRATEGY• DISTRIBUTION STRATEGY• PROMOTIONAL STRATEGY• COMPETITORS• COMPETITIVE STRATEGY• PACKAGING STRATEGY• LINE EXTENSION• FUTURE PRODUCTS• PRODUCT LIFE CYCLE STRATEGY• PRODUCT LIFE CYCLE GRAPH• CHALLANGE• OPPORTUNITY• PROPOSED MARKETING STRATEGY• TARGET MARKET• SUMMARY
BACKGROUND Main Head office is in Dubai.It branched out in tea market in 2003.It was launched in Pakistan on sep 2008.Pakistan main distribution center is inLahore. Alokozay is the name of a tribe in Afghanistan.
INTRODUCTION1. Black tea.2. Green tea.3. Flavored teas.4. Herbal infusions. It is a multinational company operating in almost 46 countries world wide Alokozay produces the worlds finest: Alokozay factories are designed to maintains the highestlevel of product quality and systems that areenvironmental friendly. It has the complete ISO certification. This group packages a premium assortment of productsthat is for every one
STRATEGIESo Positioning strategies.o Promotional strategieso Distribution strategieso Competitive strategieso Product life cycle strategieso Differentiation strategieso Pricing strategiesTo compete with it competitors Alokozay has adoptsome strategies
1. Tea2. Cooking oil3. Tissue We have selected the AGC( Alokozay group ofcompanies) and our product is ALOKOZAY TEA. There are different products also availablein the market which are:
POSITIONING Physical positioning(based on features): Perceptual positioning(means psychological) Affordable price Attractive packaging. No artificial colors. 100% natural.Alokozay has two types of positioning
VALUE CURVE012345678910Taste Purity Flavour Packaging QualityLiptonSupremeTapalAlokozayTetley
PRICING STRATEGYAs it is a new product and is doing brand awarenessamong the people that’s why it is doing Marketpenetration by charging low price.issue:Instead of charging low pricesconsumer does not want to changetheir taste.There are different types of marketing strategies that anew product can adopt but major policies are:
DISTRIBUTION STRATEGY It imports tea leaves from Sri Lanka, India, Kenya,Vietnam and China Its manufacturing plant is in Dubai-UAE (jebel alifree zone) After manufacturing it is distributed to differentAsian and middle eastern countries likepakistan,india,afghanistan e.t.c It is using different distribution strategies indifferent countries like in Pakistan they arefollowing forward distribution strategy. It has 175+distribution centers in Pakistan.
COMPETITIVE STRATEGY Attractive packaging Natural tea Symbol of quality Low priceExample No added colors
PACKAGING STRATEGY• Alokozay is focusing on its packaging strategyfrom day 1.• Its boxes are made up of good quality ofcardboard to avoid any leakage or harmfulsunlight to damage it.• Than small laminated boxes which contains foilrapped tea bags which protects it frommoisture and uv rays that’s why it remains safefor longer time period
LINE EXTENSIONFacial tissueIt has done its line extension in following fields like:Property and developmentOIL Vegetable oilBiscuitsTissue Corn oil Olive oil Sunflower
PRODUCT LIFE CYCLE STRATEGY• Product life cycle involves 5 stages:• Introduction• Growth• Shake out• Maturity• DecliningAlokozay is in its growth stage
• Stealing existing customers.• Capturing a larger share of new customersfrom leader.Product strategy in growth market As Alokozay is a challenger in the market andin its growth stage. The challengers strategic objective in growthmarket is usually to build its share which theAGC is currently doing in the market. Challenger build its share by:
Frontal attack strategyBy lowering its cost Flanking strategyBy concentrating on one large untappedSegment by offerings its flavored tea bags. Alokozay is following two types of strategywhich are:
CHALLANGEALOKOZAY is facing many challenges in PAKISTAN.• As it is a new product.• People doesnt want to change their taste.• Its competitors have maintain the strong marketshare.• Mostly people want to take strong tea and it islight.
OPPORTUNITYThe major opportunity it has is that• It is 100% natural.• No artificial colors added.• Can attract the people Who doesntwant to take artificial colors.
PROPOSED MARKETING STRATEGY• A major opportunity that this company has isthat it did not have sachets of tea as mostlypeople in Pakistan are daily wage earners andthey cannot afford its boxes and tea bags so ifthis company launches sachets than it caneasily target the daily wage earners
TARGET MARKET Schools, universities, colleges, offices, cafeterias etc. Where tea is provided by the management as being lowin price they have acquired that market quite well• It has two main target markets now Corporate level Retail level They are targeting house wives• Which includes:
SUMMARYIn short it is a multinational brand whosevision is just brand awareness in Pakistan andto establish a brand well reputed to the world According to them: we love business not money