The basic idea behind insta tea is that it is designed for the people who don’t have much time e.g if a student or an office going person woke up late and don’t have time to put water on stove and wait for the water to get boiled and then add milk, sugar and tea leaves in it. instead of that they can make tea by grabbing a tea bag of insta tea by putting in hot water and your perfect cup of tea is ready. So there was a gap in market the trend of people is changing now the products which save time are more preferable by the consumer because time is money and everybody needs to save it.

2. INTRODUCTION
The basic idea behind insta tea is that it is designed for the people who don’t have much time
e.g if a student or an office going person woke up late and don’t have time to put water on
stove and wait for the water to get boiled and then add milk, sugar and tea leaves in it. instead
of that they can make tea by grabbing a tea bag of insta tea by putting in hot water and your
perfect cup of tea is ready. So there was a gap in market the trend of people is changing now
the products which save time are more preferable by the consumer because time is money
and everybody needs to save it.

3. “Your perfect cup of tea just a sip away”

4. UNIQUENESS:
Basically we designed a pyramid shaped tea bags. Which include powder milk and
tea leaves in it. It comes with sugar and without sugar. Why we designed teabags
in pyramid shape? The pyramid shape is specially designed to enable the tea
leaves to open in their entirety thus achieving the fullest taste and finest fragrant
quality in every tea pot brewed, while minimizing the preparation and brewing time.

5. CONTENTS OF THE INSTA TEA
• 40 bags, 80 bags, 150 bags, (Family pack)
• The amount of bags refers to different target groups. 40 bags for singles, 80 bags for
couples,
• 150 are the Family Packs. (150 bags is the most famous)

6. PACKAGING:
• Customer perception of a package creates brand equity and purchaser loyalty. The image
presented by the package largely determines success or failure of a tea line. Appearance
stimulates memories and emotions inside the purchaser, who oftentimes is female, often
buying for an entire family. Color, image and slogan all combine to facilitate customer
allegiance

7. INDUSTRY
• Regarding our research in Pakistan supermarkets we have come to the result that there is
no market gap in the tea market. It is important to point out that once the customer
decides to consume a certain brand he or she will be very loyal to the product and it
• Will therefore be hard to convince him or her to buy another brand. This is why the local
tea brand Lipton Yellow label has a Market Share of 60 %. Customers like it because it is
cheap and they receive great value for their money.
• With the brand Insta Tea we are going to introduce innovative products in an existing
market and focus on Market Development.

8. MARKET
• Demographic
Lhr, ISB & Fsbd
• Demographics:
• Age:
• There is no age limit. It focuses on people who are very conscious in time saving..
• Gender:
• Both males and females are focused.
• Social Class:
• People from Upper Class, Upper Middle Class and Middle class are focused.
• Psychographics:
• People having Ambitious, self-confident and extrovert type of psyche are focused.
• Behavioral:
• People willing to pay for quality food, even if they have to pay extra amount for it are targeted. At the same
time the quality is kept high.

9. COMPETITIVE LANDSCAPE
• Tapal Tea led tea sales in 2011, recording a retail value share of 25%, followed by
Unilever Pakistan (17%) and Tetley Clover (8%). The retail value shares of Tapal Tea and
Unilever increased in 2011. However, Tetley Clover’s sales share declined slightly during
the year. After a strong impact on the market in the review period, a slowdown in
marketing activity and failure to appeal to consumers as a product for the masses, Tetley
Clover lost some ground heavyweights in the category, which have been present in the
country for decades.

10. ORGANIZING
• The employees and the consumers are very important for the product’s development.
They represent the image of the brand; it is for that the services have to be best possible.
The employees and more particularly the marketing people should be trained in order to
know the product and to can sell it properly. Moreover, in the other hand, the clients are
important because they passed a message to the potential clients. To allow this, the
hostesses at the beginning and the employees after have to explain the quality, the taste
of the product.
•
• Supplies:
• Tea leaves
• Powder milk
• Sugar

11. LEADERS view new employees as an investment and
anticipate an excellent financial return over time.

12. RAW MATERIAL

13. PRICING
• Rs.400/150 tea bags
• Later on if the brand gets success the price will be raised to Rs.450/150bags.
• Reasons for pricing policy: Insta Tea is competing against the main player on the Pakistan
Tea Market Unilever by setting a higher price but offering more value for it. Various
promotion activities, giveaways and advertising on radio and television will help to
establish the brand and gain market shares.
• we will use the penetrating strategy to enter in market. As we are totally new brand The
price charged for products and services is set artificially low in order to gain market share.
Once this is achieved, the price is increased.

14. FORECAST
• Firstly we will invest 1 million in the business and we will visit china to find an economical
vendor and then we will place our product in market and check the response of people.
• We predict 2000 unit sales in first 4 months,
• 2000*400=800,000 Sales Revenue
• 150,000 on marketing and distribution
• 800,000 china trip cost or online vendor could be preferred thorugh Alibaba.
• Office expenditure and staff fees 150,000
• So after four months we are 0.25 million down but later on by making sales and profit we
can cover up this amount. But to get in positive numbers we have to invest more in our
distribution channel because our sales are directly proportional to availability of product.

15. DISTRIBUTION CHANNEL
• Insta Tea delivers the products directly to the whole sellers and retailers both.
• Insta Tea has distributors who deliver the product directly to whole sellers, retailers and
supermarkets.
• People can get it easily from their neighborhood stores as well.

16. SWOT ANALYSIS
• Weakness
• New company - needs to establish its position in the market place
• Brand name is little known
•
• Strength
• • Local company that will be favored by the Pakistanis
• • Diminishment of Financial Risk (no exchange rates or import from other EU countries.
• • Insider knowledge of Pakistan
• • Uniqueness of the product - Benefits of product are outstanding and not offered by any
other product/company.
•

17. • Opportunities
• • Shortage of tea supply unlikely
• • Supply should remain stable over next 3-5 years
• • Demand should remain in relative sync with supply
• • Mass market tea prices will stabilize
• • Consumers are living a healthier lifestyle
• • Consumers prefer quality products that offer true value
• • Modern technology in the tea industry will be able to increase productivity
• • Growth in tea market due to promotional efforts of healthy attributes of tea

18. THREATS:
• Limited number of raw materials
• Unstable tea supply of high quality tea
• High quality tea prices will increase moderately
• Tea market is very competitive and relative elastic
• Pakistan customers are loyal to their local brand
• Tapal Tea
• Lipton

19. ADVERTISING
• At the beginning, the strategy is to focus on the Internet, the radio, T.V (Geo, Hum, Ary)
and on daily newspaper (Jang, Dawn, The news etc) to reach a lot of customers. These
media are noticed by a large target group which will help the firm to be known. After six
months or one year, we will begin a campaign on television, in magazines and on airports.

20. PROMOTIONAL EVENT FOR INSTA TEA
LAUNCHING
• During one weekend in a big city in Pakistan (preferably Lahore & Islamabad) we will
organize a big event.
• - In the street, there will be hostesses with special clothes who will distribute samples and
cups with tea to offer the product to passer-by. They will distribute flyers as well.

21. FUTURE PLANS
• After the successful of insta tea we can further launch green tea and coffee as well but
first we have to make our trust on our precious customers which are the main source of
our motivation.