This marketing plan proposes launching a new tea product called TAZA Chai. It will target young, active individuals and families. The plan includes an initial sampling phase using mobile tea stands to distribute free samples and promotional items. This will be followed by an advertising phase using TV, magazines, outdoor displays, internet banners and product placements to promote TAZA Chai as a refreshing and energizing tea beverage. The goal is to increase brand awareness and position TAZA Chai as an innovative tea option on the market.

1. A Strong Cup of Tea MARKETING PLAN POWERED BY | ALI HADI

6. Fg Tea TAZA CHAI Category Logo

7. Rural Market Options

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

9. What is FG-TAZA Chai New Hot Beverages “Functional Drink” Quality Tea with Supreme Blend Strong & energetic antioxidant leaf Refreshing body with aromatic feeling Contains mixture blend from Kenya Contains caffeine “activate your brain cell”

10. Executive Summary How we got to where we are: We originally chose Fg-Tea as part of our company SWOT Grid showed opportunities outside of Fg’s main product line We saw an expanding trend with health “people need active life” Came across Fg’s new black tea product, TAZA Chai While this product “TEA” has already been launched by Lipton, Tapal & Tetely but still very big vacuum for new brand. What we are going to do: We will target young generation & family Our target is also active life conscious individual & family gathering We will pass out 100 cups and other giveaways in every offices/public spots We will run TV commercials, print ads, out of home signage, and online banner ads This “launch” campaign will last three months

11. Brand Audit - Target Family Packs will be vibrant color mixing of “yellow & purple” along with visual effects of lively family. Image of rejoicing moments in every shot. Individual Youth Antioxidant “Keeps you healthy & young” Fg cup of tea “each sip bring refreshing & energetic feeling” Fresh alluring aroma of mixture blend comes in 60g, 125g, 250g & 500g OR “50g, 100g, 200g, 400g & 1000g” Active, Healthy, normal weight, 18-45 year olds People who are active life conscious, specially in exhausted condition Middle to upper class

12. Brand Audit - Positioning Innovative Young Healthy Energizing Refreshing Fun Aroma “ 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

13. Brand Audit - Image Currently there is no established brand image. By emphasizing the following semiotic cues, we plan on developing a strong brand image: Fg-T category logo gives double strength to brand & corporate TAZA Chai logo gives cozy effects with smoggy hot feeling. Solid colors, yellow & purple gives fresh morning effects, unique trendy packing gives double edge to the brand. Smoggy waves on pack--- create fun Yellow & Purple gives day/night effects, good for anytime. Slogans is “TAZA Chai, Tazagi Lai”, “Karak color & Fresh aroma brings life to hot cup of tea.

14. Reach over 150 million consumers Increase brand equity by extending brand awareness Develop strong brand image and personality Position TAZA as a unique and innovative product. Fg-Tea Campaign Goals

15. Our Campaign – Phase I BTL Campaign Mobile “TAZA Chai Dhaba” Free Sampling “liquid tea testing” 100 cups/spot (100 Spot in each town-KLIP) Free branded tea filter “Chhani”, “mug” and “Tea mate” giveaways

16. Promotions Examples Free Hot Tea Tea Mate Plastic Tea Strainer Tea Mug

17. Our Campaign – Phase II ATL Campaign National TV Commercials during cabel network movies, TV shows such as Special Drama, News, Talk Shows and sitcom Product placements in many of the same shows Magazines Full page ads in magazines including Akbar-e-Jahan , Herald, Mag, Family Magazine, Fashion, Business Magazine Out of home signage: Billboards, wallscapes, Shop Fascia Urban areas, Retail merchandising, free tea sampling in store activity, event sponsorship “liquid tea, 100 cups/events” Internet Banner ads on magazine and websites “facebook, Yahoo, MSN” Co-branding Available on Pizza Hut, KFC, Big Shopping Mall “Dolman Mall, Park Tower and Millennium Mall”

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

19. Where is the budget going?

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

21. Conclusion This campaign will be very beneficial for TAZA Chai because it will increase the awareness of new product Fg-Tea in the market. It will also help move Fg’s brand identity into a energetic and refreshing hot beverages. With better awareness and a stronger image, TAZA Chai will bring in more revenue for Fg in the future

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