Tea marketing plan

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Tea marketing plan

  1. 1. A Strong Cup of Tea MARKETING PLAN POWERED BY | ALI HADI
  2. 6. Fg Tea TAZA CHAI Category Logo
  3. 7. Rural Market Options
  4. 8. 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
  5. 9. What is FG-TAZA Chai <ul><li>New Hot Beverages “Functional Drink” </li></ul><ul><li>Quality Tea with Supreme Blend </li></ul><ul><li>Strong & energetic antioxidant leaf </li></ul><ul><li>Refreshing body with aromatic feeling </li></ul><ul><li>Contains mixture blend from Kenya </li></ul><ul><li>Contains caffeine “activate your brain cell” </li></ul>
  6. 10. Executive Summary <ul><li>How we got to where we are: </li></ul><ul><li>We originally chose Fg-Tea as part of our company </li></ul><ul><li>SWOT Grid showed opportunities outside of Fg’s main product line </li></ul><ul><li>We saw an expanding trend with health “people need active life” </li></ul><ul><li>Came across Fg’s new black tea product, TAZA Chai </li></ul><ul><li>While this product “TEA” has already been launched by Lipton, Tapal & Tetely but still very big vacuum for new brand. </li></ul><ul><li>What we are going to do: </li></ul><ul><li>We will target young generation & family </li></ul><ul><li>Our target is also active life conscious individual & family gathering </li></ul><ul><li>We will pass out 100 cups and other giveaways in every offices/public spots </li></ul><ul><li>We will run TV commercials, print ads, out of home signage, and online banner ads </li></ul><ul><li>This “launch” campaign will last three months </li></ul>
  7. 11. Brand Audit - Target <ul><li>Family </li></ul><ul><ul><li>Packs will be vibrant color mixing of “yellow & purple” along with visual effects of lively family. </li></ul></ul><ul><ul><li>Image of rejoicing moments in every shot. </li></ul></ul><ul><li>Individual Youth </li></ul><ul><ul><li>Antioxidant “Keeps you healthy & young” </li></ul></ul><ul><ul><li>Fg cup of tea “each sip bring refreshing & energetic feeling” </li></ul></ul><ul><ul><li>Fresh alluring aroma of mixture blend </li></ul></ul><ul><ul><li>comes in 60g, 125g, 250g & 500g OR “50g, 100g, 200g, 400g & 1000g” </li></ul></ul><ul><li>Active, Healthy, normal weight, 18-45 year olds </li></ul><ul><li>People who are active life conscious, specially in exhausted condition </li></ul><ul><li>Middle to upper class </li></ul>
  8. 12. Brand Audit - Positioning <ul><li>Innovative </li></ul><ul><li>Young </li></ul><ul><li>Healthy </li></ul><ul><li>Energizing </li></ul><ul><li>Refreshing </li></ul><ul><li>Fun </li></ul><ul><li>Aroma </li></ul>“ 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
  9. 13. Brand Audit - Image <ul><li>Currently there is no established brand image. By emphasizing the following semiotic cues, we plan on developing a strong brand image: </li></ul><ul><li>Fg-T category logo gives double strength to brand & corporate </li></ul><ul><li>TAZA Chai logo gives cozy effects with smoggy hot feeling. </li></ul><ul><li>Solid colors, yellow & purple gives fresh morning effects, unique trendy packing gives double edge to the brand. </li></ul><ul><li>Smoggy waves on pack--- create fun </li></ul><ul><li>Yellow & Purple gives day/night effects, good for anytime. </li></ul><ul><li>Slogans is “TAZA Chai, Tazagi Lai”, “Karak color & Fresh aroma brings life to hot cup of tea. </li></ul>
  10. 14. <ul><li>Reach over 150 million consumers </li></ul><ul><li>Increase brand equity by extending brand awareness </li></ul><ul><li>Develop strong brand image and personality </li></ul><ul><li>Position TAZA as a unique and innovative product. </li></ul>Fg-Tea Campaign Goals
  11. 15. Our Campaign – Phase I <ul><li>BTL Campaign </li></ul><ul><li>Mobile “TAZA Chai Dhaba” </li></ul><ul><li>Free Sampling “liquid tea testing” </li></ul><ul><ul><li>100 cups/spot (100 Spot in each town-KLIP) </li></ul></ul><ul><ul><li>Free branded tea filter “Chhani”, “mug” and “Tea mate” giveaways </li></ul></ul>
  12. 16. Promotions Examples Free Hot Tea Tea Mate Plastic Tea Strainer Tea Mug
  13. 17. Our Campaign – Phase II <ul><li>ATL Campaign </li></ul><ul><li>National TV </li></ul><ul><ul><li>Commercials during cabel network movies, TV shows such as Special Drama, News, Talk Shows and sitcom </li></ul></ul><ul><ul><li>Product placements in many of the same shows </li></ul></ul><ul><li>Magazines </li></ul><ul><ul><li>Full page ads in magazines including Akbar-e-Jahan , Herald, Mag, Family Magazine, Fashion, Business Magazine </li></ul></ul><ul><li>Out of home signage: Billboards, wallscapes, Shop Fascia </li></ul><ul><ul><li>Urban areas, Retail merchandising, free tea sampling in store activity, event sponsorship “liquid tea, 100 cups/events” </li></ul></ul><ul><li>Internet </li></ul><ul><ul><li>Banner ads on magazine and websites “facebook, Yahoo, MSN” </li></ul></ul><ul><li>Co-branding </li></ul><ul><ul><li>Available on Pizza Hut, KFC, Big Shopping Mall “Dolman Mall, Park Tower and Millennium Mall” </li></ul></ul>
  14. 18. 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
  15. 19. Where is the budget going?
  16. 20. 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
  17. 21. Conclusion <ul><li>This campaign will be very beneficial for TAZA Chai because it will increase the awareness of new product Fg-Tea in the market. </li></ul><ul><li>It will also help move Fg’s brand identity into a energetic and refreshing hot beverages. </li></ul><ul><li>With better awareness and a stronger image, TAZA Chai will bring in more revenue for Fg in the future </li></ul>
  18. 22. Thank You Thank You

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