Creative brief of marketing plan


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Creative brief of marketing plan

  1. 1. Creative Brief Prepared to New Leaf Tea Prepared by Dream Merchant Communications12/29/2011
  2. 2. Overview • “CHUMUKE CHUMUKE NOTUN SOJIBOTA” under this slogan New Leaf Company wants to make tea a popular and approachable drink for every one with. • Target group: Male & female (age 15-35) • Budget: In 2012 we are in break even. Profitability comes from year 2013 and profit will be 14,94,00000 crore. • We introduce three types of tea; general Tea, special Tea with multi flavor and green Tea12/29/2011
  3. 3. Product General Tea Green Tea Special Tea12/29/2011
  4. 4. General Tea IngredientsCaffeine(15 - 70 mg per cup) theophylline, theobromine, wax, essential oils, calcium & vitamins A.Why General Tea????It’s gives us energy. we know that it is the Theanine and the Caffeine working together to create “Clear Calm” our mind. 12/29/2011
  5. 5. Special Tea IngredientsThe speacial tea ingredients are caffeine, Ginger, Lemon juice, alaici, long, tejpata, Cinnamon , vitamins A, iron, magnesium, calcium,, and zinc.Why Special Tea????Ginger, alaici, long, tejpata and Cinnamon are also well documented to help the immune system. lemon is high in Vitamin C. It is also full of phytochemicals. These are plant constituents that help boost the immune system and much more. 12/29/2011
  6. 6. Green Tea Ingredients The main green tea ingredients are caffeine ,theophylline, theobromine, wax, saponins, essential oils, polyphenols particularly catechins, carotene, vitamin C, vitamins A, B1, B12, K and P, flouride, iron, magnesium, calcium, strontium, copper, nickel, and zinc Why Green Tea ???? All these green tea ingredients work effectively to ward off different types of cancer particularly stomach cancer, pancreatic cancer, colon cancer, esophageal cancer, liver cancer, and prostate cancer.12/29/2011
  7. 7. Objectives•First 2 year we will achieve 10% market share with 5%repeat purchase•3rd years we want to achieve 25% of market share with15% of repeat purchase.•Becoming market leader after 5 years we will achieve38% market share with 25% repeat purchase.• We will start our strategy with the theme of 100%organic. It develop our immune system, loss the weight,relaxation and prevent cancer.•Creating a strong interest in the New Leaf Teaexperience and start a phenomenon spontaneouscommunication and spread of what the ‘New Leaf Tea’ 12/29/2011
  8. 8. Target Audience Population Urban Young Targeted Target Actual People Class Group Target people 16 Crore 6.2 Crore 3.7 Crore 2.5 Crore 1.8 crore 1.2 Crore12/29/2011
  9. 9. Target audience(cont.) Total Customer = 1.2 Core Unit Purchase = 1.2*12 = 14,40,00,000 (+)Repeat Purchase Unit = 5%(7,20,000) _____________ Total Unit = 15,20,00,000 Per Unit Profit 12 Tk.= 181,44,000000 (-) Fixed Cost= 175,00,000000 _____________ 64,40,00000 (-) Variable Cost = 49,46,00000 ______________ Net profit 14,94,0000012/29/2011
  10. 10. Target audience(cont.) Buyer Type• 40% women, 60% men• Median age 25, with a range from 15-35• Likely to live near a concentrated urban area• Likely to have college or have an advanced degree• Interested in running, hiking and outdoor healthy activities• Average family income Tk.15, 000 to aboveRelevant Industry: Coffee, Soft Drinks12/29/2011
  11. 11. Target audience(cont.)Key MotivationThere are four ways by which a brand can differentiates itself and can create a supreme position in the consumer’s mind. These are:1. Offering differentiated benefit (Functional)2. Increasing brand equity3. Attractive packaging12/29/2011
  12. 12. Target audience(cont.)Where they get the information• Broadcast media• Print media• Billboard• Glossary shop• Internet12/29/2011
  13. 13. Target Audience• Urban, metropolitan cities• Age: 15- 35• Middle Upper to Upper class income group.(income : 20000- avobe)• Students, Employees of corporate office, banks etc12/29/2011
  14. 14. Competitive Landscape Brand Competition• Ispahani Mirzapur• Lipton• Tetly• Kazi Tea• Sylon• HRC Form Competition• Coffee• Green tea• Dust tea• Soft Drinks12/29/2011
  15. 15. Competitive Landscape Price Comparison12/29/2011
  16. 16. What we learn from competitors• Form Kazi tea we learn how to set up a own small grocery shop in the prime locations.• We have followed competitor’s marketing strategy like TV ads, Billboard etc…12/29/2011
  17. 17. Creative ConsiderationTools Cues ImpactTV advertising Energetic ad play by young create brand people personification that it will refresh them.Sticker Colorful and exotic design Increase recognition levelTea pot shape Different packaging Create novelty on promotionBillboard Same theme of TV Ad Increase recognition through linking cues in memory nodesStore display Own store in prime Easy to access locationPaper advertising Same as TV and billboard Recall the productInteractive media12/29/2011 Website & facebook group Participation
  18. 18. Promotional Tools Mix matrixTools Geographic Demographic Income OccupationAdvertising: urban, metropolitan Age: 15- 35 Middle Upper to Students,Broadcast media cities Upper class income Employees ofPrint media group. corporate office, banks, home uses etcDirect marketing Scholl, collage & Age : 15-23 Students universityInteractive/internet urban, metropolitan Age:15- 35 Middle Upper to Students, corporatemarketing cities Upper class income officer, group.Sales promotion urban, metropolitan 15-35 Middle Upper to Students, cities Upper class income Employees of group. corporate office, banks, home uses etcPublicity/public Dhaka (trade fare) All All Allrelation12/29/2011
  19. 19. TVC12/29/2011
  20. 20. Billboard CHUMUKE CHUMUKE NOTUN SOJIBOTA12/29/2011
  21. 21. Interactive Media Face Group12/29/2011
  22. 22. Interactive Media Website12/29/2011
  23. 23. Creative Consideration Broadcast Media Media type channel program time Weekend Program NTV news,music hour 8pm to 11 pm Tele film Television Time 2pm to 5pm ATN NEWS news,sports hour 10 pm to 12 pm SOMOY TV Special news Whole day DESH TV New leaf news head Whole day lines CHANNEL 1 drama, 6pm to 10 pm Cinema INDEPEDENT news, live show 11pm to 12 pm amadar bangladesh12/29/2011
  24. 24. Creative Consideration Print MediaNews paper Magazine DurationProthom alo Twice a weekDaily star Twice a week Anondo alo Once in a month Canvas Once in a month12/29/2011
  25. 25. MessageNew leaf introducing three different tea brand for customer like  General tea for relaxation  Special tea for improve immune system  Green tea for prevention of cancer• New Leaf Tea represented 100% organic theme to the consumer.• There is no chemical used to manufacture not even in plant.• Prevent diseases and keep healthy• It contains superior taste for the customer12/29/2011
  26. 26. Message(cont.)Others three major area of communication Sponsorship Radio advertising Social activitiesJingle: “CHUMUKE CHUMUKE NOTUN SOJIBOTA”12/29/2011
  27. 27. Special communicationIn different festivity we organize different program for the customer like Pehala boishake Language day Independent day Friendship day Valentines day Book fair12/29/2011
  28. 28. Legal considaration• New Leaf Tea Brand is approved by BSTI• New Leaf Tea Brand is approved by Halal• New Leaf Tea Brand is approved by ISO12/29/2011
  29. 29. Finer Point Organic12/29/2011
  30. 30. Time Line Particulars Time Project Approval 01 January ,2012 Trade Show 07 January,2012 Press Conference 15 Fabury,201212/29/2011
  31. 31. BudgetTotal Unit 15,20,00000Per unit profit 15,20,00000*12 = 181,44,00000(-) total cost = 224,56,000000__________________________________________Net profit ---------------- = 14,94,00000We spent 3.7 % of net profit for using communication purpose.12/29/2011
  32. 32. Budget(cont.)Particulars Items AmountAdvertising/Communication Tv ad 3000000 Newspapers 500000 Magazines 300000 Graphic Designers 120000 Flyers, 400000 Billboard 500000 Total: 48,20,000 Web site management 100000 Web design 30000Interactive/internetmarketing Total: 1,30,000Sells promotion Free sample 500000 coupons 500000 total : 1,00,00012/29/2011
  33. 33. Budget(cont.) Event Trade fair 100000 Concert 120000 road 50000 show 2,70,000 Total: Direct Marketing game show, quiz 50000 competition Total: 50,000 Tea stall Set up 100000 Total: 1,00,000 Total budget 54,70,00012/29/2011
  34. 34. Sign off• This product is approve by________________ ________________Head Of Marketing Creative Consultant12/29/2011