This document discusses potential target groups and positioning strategy for a new tea brand called "JAAGO". Potential customers include generation Y who commonly drink tea when socializing, as well as traditional and non-traditional tea lovers. Retail shops are also identified as important for reaching consumers. The brand aims to provide refreshment and motivation for common people. A tagline translates to "feel refreshed with something new". The brand guidelines establish it will begin in Bangladesh and offer various tea flavors and formats. The positioning strategy involves opening specialized tea houses, advertising, free tastings, social responsibility initiatives, and introducing convenient "3 in 1" tea bags.

1. Potential and current
customer.
Potential customers are
those who are regular in tea
market.
Generation Y
who commonly have tea
when they are gossiping with
friends and families and can
be addicted or non addicted
Traditional and non-
traditional tea lovers.
Traditional tea lovers are
those who are addicted to
take tea and non traditional
are those are not addicted
but takes tea anyhow.
Retailors Shops.
If we can not get the
attention of the retailing
shops we can not be able to
reach the consumer level.
Housewife.
Calls out to housewives
since they are the influencers
and deciders in the buying
process

2. PRODUCT NAME JUSTIFYING THE TARGET GROUP
“JAAGO”, This word represents refreshment, motivation, inspiration for common people. People takes
tea commonly in morning or when get restless or while gossiping with friends and family. “JAAGO” is to
represent the source of energy and refreshment for them. “JAAGO” gently invigorates our body
physically and mentally to active your brain cells.

4. Tagline resonated with the target group
“জেগে ওগ ো নতুন উদ্যগে”
The tag line represents to feel different after taking the tea when people gets tired or exhausted.
Again the tag line represents to feel energetic, refreshed and confident.

5. BRAND GUIDELINE
“JAAGO” is going to begin it’s journey from
Bangladesh.
We will be serving different flavors of tea-
Normal (Loose and Teabag), 3 in 1 tea bag,
masala tea, lemon tea, ice tea, ginger tea-
only tea bag.
We are looking forward to make JAAGO a
good brand to hangout for the target
customer.
The brand will be looking forward to make a
difference in the minds of or customers.
The brand is to be cost effective and full of
flavors and aroma.
Weak aroma
Cost effective
Strong aroma
Expensive

6. Positioning Strategy
Open tea house: In our country, we don’t have any Specialize tea shop or rarely available like coffee
shop we see everywhere. According to our plan, If we open specialize Tea in air conditioned arcade
which is different from traditional stores and provide delightful service and amazing store
appearance and comfortable facility. Great teas require particularly pure and hard clays to extract
all their fine flavors. And average teas are better served by more porous clays that can hide their
defects so we use Tea pots
Advertising: advertising should be done not only with tvc, but we will also use rdc, billboards, and
also can be the title sponsor or brand sponsor for any type of competitions or games. There will
also be the word of mouth and people will be given t-shirts or leaflets or something else where the
brand name will be written for promotion.
Free tasting: we will do campaign in several crowded places like markets, shopping complexes,
universities, parks etc. we will let people taste our tea for free (for 1st month).
Socially responsible: this brand will work for social awareness and be responsible in several sectors
of the society.
3 in 1: just like 3 in 1 coffee mix, we will launch new tea bags, where milk, sugar and tea leaves will
be given so that people can enjoy milk tea instantly just by pouring that in hot water. Those who
don’t like milk tea, we will also have lemon or lite flavored tea for them.