Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Green tea marketing plan

14,642 views

Published on

Green tea marketing plan

  1. 1. Narung Green Tea Marketing Plan Powered by: Ali Hadi
  2. 2. Executive Summary <ul><li>Nerung Green Tea </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Place </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><li>Two target markets </li></ul><ul><ul><li>Young professionals and college students </li></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>Brand awareness of 30% and break-even of 180% </li></ul></ul><ul><li>Performance measures </li></ul><ul><ul><li>Surveys, focus groups, and financial analyses </li></ul></ul>
  3. 3. Situation Analysis <ul><li>Company Analysis </li></ul><ul><ul><li>Nerung will be the first business to operate under The Fedglobe. </li></ul></ul><ul><li>Industry Analysis </li></ul><ul><ul><li>Nerung allows the shop to penetrate the hot drinks and the ready to drink (RTD) tea market. </li></ul></ul><ul><li>Market Analysis </li></ul><ul><ul><li>About 87% of all tea consumed is black tea and 12.5% is green tea (Tea Association, 2007) </li></ul></ul>
  4. 4. Situation Analysis cont. <ul><li>Competitor Analysis </li></ul><ul><ul><li>The most likely substitute product for tea is coffee. </li></ul></ul><ul><li>Environmental Analysis </li></ul><ul><ul><li>Largest percentage of Karachi-Lahore-Islamabad population is target market. </li></ul></ul><ul><ul><li>Most residents are in the “professional and business” or “health and social services” classes of employment. </li></ul></ul>
  5. 5. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>IMO certification </li></ul><ul><li>First mover advantage </li></ul><ul><li>Weaknesses </li></ul><ul><li>One supplier </li></ul><ul><li>Limited experience </li></ul><ul><li>Opportunities </li></ul><ul><li>Greater antioxidant protection </li></ul><ul><li>Tea sales Rs.15 to Rs.20 bn </li></ul><ul><li>Threats </li></ul><ul><li>Lipton Green Tea </li></ul><ul><li>Jasmeen Tapal Tea </li></ul>
  6. 6. Target Market <ul><li>Two adjacent segments </li></ul><ul><ul><li>18-23 years old college students </li></ul></ul><ul><ul><li>24-28 young professionals </li></ul></ul><ul><li>Need-based positioning </li></ul><ul><ul><li>Health </li></ul></ul><ul><ul><li>Social network </li></ul></ul><ul><ul><li>Novelty </li></ul></ul>
  7. 7. Product: The Tea <ul><li>Nerung’s markets the “new thing” </li></ul><ul><li>Organic tea and upscale presentation </li></ul><ul><li>Relaxed atmosphere and healthy feeling </li></ul><ul><li>Complementary products </li></ul><ul><ul><li>Appetizers, snacks and pastries </li></ul></ul><ul><ul><li>Cold tea beverages to attract customers new to tea </li></ul></ul>
  8. 8. Product: The Shop <ul><li>Two-story building </li></ul><ul><li>Different opening hours, seating arrangements and marketing approach </li></ul><ul><li>Free Wi-Fi access </li></ul><ul><li>Soothing colors (pastel green & bamboo) </li></ul>
  9. 9. Place (Distribution Channel) <ul><li>Direct Channel of Distribution </li></ul><ul><ul><li>Prepared tea served in the Hot Tea shops </li></ul></ul><ul><ul><li>Packaged tea sold in the shop and through Dhaba Chai, Canteen, Hotel. </li></ul></ul>
  10. 10. Price <ul><li>Price of Rs.210/kg for leaf-in tea </li></ul><ul><li>Price of Rs.300/kg for leaf-out tea </li></ul><ul><li>Price may be increased to reflect quality </li></ul>
  11. 11. Promotional Objectives <ul><li>Develop awareness </li></ul><ul><li>Generate traffic </li></ul><ul><li>Build loyal customer base </li></ul>
  12. 12. Young Professionals’ Promotion <ul><li>Information Event Sites </li></ul><ul><li>Large number of young professionals signed to network </li></ul><ul><li>E-newsletters </li></ul><ul><li>Prevents being overshadowed </li></ul><ul><li>Choice of run time </li></ul>
  13. 13. Students’ Promotion <ul><li>Student Publications </li></ul><ul><li>Reaches each school department </li></ul><ul><li>Long life span </li></ul><ul><li>On-line Social Network (Facebook) </li></ul><ul><li>Reach nearly 87% of the student body </li></ul><ul><li>Low cost compared to other media outlets </li></ul>
  14. 14. Young Professionals Sample Ad
  15. 15. Students Sample Ad
  16. 16. Community Promotion <ul><li>Annual Festivals/Families Get together </li></ul><ul><li>Gain awareness </li></ul><ul><li>Show community support </li></ul><ul><li>Outlet for both target markets </li></ul>
  17. 17. In-Store Promotions <ul><li>Tea barista </li></ul><ul><li>Special holiday events </li></ul><ul><li>Tea parties </li></ul>
  18. 18. Marketing Performance Evaluation <ul><li>Survey of brand awareness </li></ul><ul><li>Focus groups to measure customer satisfaction </li></ul><ul><li>Comment cards </li></ul>Customer Feedback
  19. 19. Marketing Performance Evaluation <ul><li>Comparing actual revenues with plan quarterly </li></ul><ul><li>Net marketing contribution yearly </li></ul>Financial Performance
  20. 20. Adjustments <ul><li>Major changes performed no greater than quarterly </li></ul><ul><li>One full year of purchases will determine seasonality </li></ul><ul><li>August will be a month to adapt settings </li></ul>
  21. 21. Thank you <ul><li>We are looking forward to seeing you at Nerung’s! </li></ul>Twitter: @alihadi www.linkedin.com/in/alihadi www.facebook.com/alihadibx Follow

×