marketing management

2. Introduction to tea industry
Tea is a commonly consumed beverage globally and
people have been drinking tea since ages due to its
associated benefits. Different types of teas have different
benefits that boost the immune system, help in reducing
inflammation, and others which makes it an extremely
popular beverage.
Tea Trends
Bubble tea (Boba tea)
K Cups

3. Introduction to tea industry
Tea is a commonly consumed beverage globally and
people have been drinking tea since ages due to its
associated benefits. Different types of teas have different
benefits that boost the immne system, help in reducing
inflammation, and others which makes it an extremely
popular beverage.
Tea Trends
Bubble tea (Boba tea)
K Cups

4. Description and company history
MARIAM

5. Mission, vision and competitors portfolio
OUR VISION
Reaching superior quality emulating
rivaling international brands, which can
enable us to compete for shares at the
international market.
OUR MESSAGE
We seek to be pioneers in the Middle East and
the World at meeting consumers’ needs,
satisfying their wishes, achieving rewarding
returns to shareholders and contributing to the
development of Yemeni society

6. The tea market in Egypt was equal to 507.00 million USD (calculated in retail prices)
in 2015. Until 2025, the tea market in Egypt is forecast to reach 5.09 billion USD (in
retail prices), thus increasing at a CAGR (Compound Annual Growth Rate)
of 21.29%
per annum for the period 2020-2025. This is a decrease, compared to the growth of
about 31.29% per year, registered in 2015-2019.
The average consumption per capita in value terms reached 5.52 USD per capita (in
retail prices) in 2015. In the next five years, it grew at a CAGR of 28.73% per annum. In
the medium term (by 2025), the indicator is forecast to slow down its growth and
increase at a CAGR of 19.30% per annum.
Egypt: Tea Market

7.  The tea market has evolved dramatically in the past few years in line with
consumers’ changing behavior. Today, tea drinkers are more interested in high-
quality products with a great story and drinks that give them specific health
benefits
 Another interesting trend in the tea market is the emergence of tea-pairing
menus
Egypt: Tea Market

8. Description of the product:
NATURAL QUALITY, PURITY AND TASTE
From natural fields -the finest tea plantations in the world- comes Al Kabous Tea, tealeaves are carefully
selected and daily harvested manually to guarantee its containment of the high quality, unprecedented taste,
and emphasize its unmatched purity.
Our love and passion for tea since old times, and our commitment to provide the best leaves of tea
plantations, made Al kabous tea –with pride- the most popular and out loved tea to the satisfaction and
desirability of consumer in Yemen, and expanded its fame to find impressive growing demand wherever it
existed.
Why do you think this product could be a success
Al Kabous tea features a combination of wonderful taste and pure golden red color that provides you with a
classical experience of a high value tea and flood you with joy and vitality, to enjoy the most pleasing times
with an indulging taste that takes you to the a world of amazing sensations.
The product description

9. SWOT Analysis
Weaknesses
Opportunities
Strengths
Threats
1. More flavours and trendy products
2. Tea kiosk
3. Global expansion
4. Green marketing
1-product name
2-advertising campaign
3-low market share
4-lack of product range
5- storage problem
1-Reliable with a long history
2-Available in several countries
3-Experience and quality
4-Has health benefits
5-Brand mark
6-Online shopping
1-The dominance by LiptonTea
2- Direct competitors
3-Indirect competition
4-Dropping brand value
5-Government regulations on
import and export
6-Economic recession
7-Changing the Mindset

10. TWOS analysis
1- Increase market share
2- Increase product range
(coffee product)
3- Increase Consumer
experience to change the
mindset toward product
4- Increase brand value by
CSR Activities
1. Focus on the Health
benefits compared
with Lipton by
increase market
experience to change
the mindset toward
product
1- Increase market share
2- Increase product
varieties
3- Focus on green
marketing
Focus on the Health
benefits
Increase market globally

11. Market Objective
• To offer consumers the best health advantage through Al Kbous Tea.
• To establish the Al Kbous market to Increase the market share in the
herbal tea industry.
• To enable Al Kbous Tea to satisfy, and fulfill the consumer’s personality
& lifestyle.
• To increase Al Kbous Tea’s popularity as an icon in Herbal Tea products.

12. Market Objective
Integrated Marketing Plan for Al kbous:
In order to achieve our objectives, we will use the following strategies while developing our marketing mix.
 Value-Based Pricing – We will set our product price, based on the benefits it provides to
consumers.
 Multi-Channel (Hybrid) Distribution Systems – We can utilize more than one distribution design
by following a multi-channel or hybrid distribution system.
 Marketing Communications) – In order to deliver a clear, consistent, and compelling message
about Al Kbous and its product we will use; Advertising as it will allow us to reach many buyers
and repeat the message many times; Sales Promotion since it provides a wide variety of tools and
rewards quick response; Public Relations because it is very believable and will dramatize Al Kbous
and its product

13. STP Marketing

14. Segmentation
Geographic
• Urban vs. Rural
• Suburban folk vs. luxury suburb
• Upper Egypt vs. Delta & Costal

15. Demographic
• Age and life cycle
From 18 to 60+ drink regular tea several
times a day.
• Life stage
delivering new project, studying, thanawia
amma
• Gender
men tend to drink tea more than women
• Family size
large families use large packages of
tea, small sized families use small
packages
• Income & social class
high social class buy luxury products
like flavored tea, low class buy regular
black tea.
• Generation
Baby boomers & millennials drink tea
more than gen z & alpha

16. Psychographic (VALS Frame work)
Motivation Description Preferred tea type
Innovators Independence, taste, character Boba tea, ice tea
Thinkers Knowledge, Creativity Decaf tea
Achievers Achievement, functionality Green tea
Experiencers Moods, emotions, inner expressions Flavor tea
Believers Community, social bonds, sharing Regular Black tea (teabags)
Strivers Motivations, inspiration, abilities Regular Black tea (teabags)
Makers Personal values Regular Black tea (teabags)
Survivors Simplicity, fit-for-purpose Regular Black tea (powder)

17. Behavioral
• Occasion -Based Behavior
• Usage Rate
• Buyer readiness
• Attitude
• Loyalty status

18. Targeting
Needs-based segmentation
Needs based Demographic: Men and women, between 18 to 60+
years old, small and large size, who likes to drink tea, which have
high and low income.
Needs based Geographic: Urban needs large saving packages of
tea, Rural needs small packages of regular tea, Suburban folk,
need large packages of tea, Luxury suburb and compounds, they
like teabags.
Needs based psychographic: Green tea, flavor tea, teabags
powder tea.
Needs Based on behavioral: need to buying tea according to
(occasions, usage rate, buyer readiness, attitude, loyalty status)

19. Differentiation marketing:
Green tea Flavour tea Teabags powder 0 2 4 6 8 10 12
men
women
youth
flavor green tea teabags powder

20. Positioning
Frame of references:
-It is a point of comparison that help Alkbous tea to differentiate and positioning itself as a hot
beverages or herbal tea product with its competitors.
-Relevant competitors: (Lipton-Al Arousa- Ahmed,……..)
Competitive frame of reference:
Product
range
Product
availability
Customer
awareness
reputation
pricing
Product
quality
2
2
3
3
3
5
Alkabous
4
5
5
5
4
4
Lipton
2
5
5
4
5
3
El Arousa
5
3
3
4
2
5
Ahmed

22. Marketing Mix
1- Product
1.The product levels Core: Hot beverage
Basic: powder, Beads
expected: active and
energetic / enhance
mood
Augmented: Flavoured
tea
Potential: Decafe tea,
Boba tea, ice tea
2.The product classifications
Tea is B2C, tangible, non-durable,
convenience product
3.Product and service differentiate
Conformance: we have the Jordanian quality
certificate from Jordan standards
and metrology organization since 22/12/2016 and the
ISO 22000:2005 certificate.
Reliability: it’s made of the best tea leaves rich with
Antioxidants.
Style: unique Arabian design.
Service differentiate: we care about customer service
and complaint.

23. 4. The product system
We will make a product system for our customers, things that is not very expensive but it'll
affect the sales positively:
For example: a pack of dried peppermint, a pack of cloves, Tapioca beans…etc.
5. The product mix
Width: black tea, green tea, flavor tea.
Length: the total number of the products in the mix.
Consistency: all of our products are at the supermarket ready to use for the end user.
Depth: black tea (regular and peppermint) / green tea (regular and peppermint) / flavor
(orange, strawberry, vanilla rose, vanilla jasmine, peach, blueberry).
6. Packaging
Consumer affluence: tea is for all types of people, so we must differentiate with a fancy
package; a special luxury edition

24. 1-Selecting pricing objective :
our objective is to maximize our market share by creating new products , strengthen customer relation ship and
loyalty, deploying effective advertising and pricing product efficiently.
2-Determining demand: inelastic product
price sensitivity
3-Estimating costs:
100
25
30
9
Fixed cost
24
7
Variable cost
54
16
Total cost
2- Price

25. 4-Analyzing competitor price mix:
Ahmed
Lipton
Alarousa
teabags
22
15
11
25
73.50
55
41
100
5-Select pricing method:
We decided using going rate pricing method helping us to reach more customers by being in the same range with
the competitors.
100
25
96
24
Celling price
73.50
22
Competitors price
55
15
41
11
29
8
Floor price
6-Final price:
25 tea bags 18 100 tea bags 60

26. Place
A push distribution strategy is our selective method for
delivering our goods to consumers or end-users.
1. Improving the consumer experience
2. Increasing customer loyalty
3. Reducing costs
4. Opening up new market opportunities:
5. Increasing sales
Importance of distribution strategies
Push distribution strategy

27. 1-Agents
 Agents act as an extension of the original manufacturers
 Represent the product's producer when trying to make a sale.
 Agents can be individual salespeople or entire companies.
 Agents do not possess any ownership in the original company (earn commissions)
Mosader- Amazon –
2-Wholesaler:
 A wholesaler purchases products from a manufacturer in bulk and then sells them to retailers.
 They may receive a discount for purchasing a large quantity of products at once
( Mosader- Amazon – Buy Massry – Carrefour -)
Intermediaries

28. 3- Retailer
 Retailers may purchase products directly from a manufacturer or from a
wholesaler.
 They may resell the products directly to consumers through their physical
storefronts, e-commerce websites, social media platforms, catalogs or over the
phone
(Mosader- Amazon – Buy Massry, Noon .)
4-Distributor
 Distributor partners with a manufacturer to transport our products to retailers
or other endpoint locations.
 Manufacturers may choose to work with a designated distributor to save on
logistics and transportation.

29. Beside Small Groceries– Coffees –Restaurants-Hotels- Ragab&son, Uqazyun, Beem ,
1. We may open up company-owned stores to start a direct retail system to sell Al kbous Tea.
2. We can even sell Al kbous tea directly to the end consumers by sending direct dispatch from the
factory.
3. At the same time, the final product will be distributed to authorized dealers and retailers such as
supermarkets and main tea shops so the end consumer has easy access to it.
4. Place in the supermarket: On the middle and lower levels of self. The Al kbous Tea will be placed
according to the content of tea bags.

30. Promotion
MARIAM