Mr. Kaushik Ghosh and Mr. Nitesh Desai developed the idea for tea tablets to make tea easily portable. The tea tablets are targeted at touring communities, men living alone, old men, and students. Nai Chai Pvt. Ltd. has allocated a budget of 10 lakh rupees to promote the tea tablets in the last quarter of the fiscal year, with the potential to increase the budget next year depending on launch results. The promotional plan includes advertisements highlighting the convenience of tea tablets for travelers and busy professionals, as well as those living alone. Ads will also target senior citizen clubs and students by distributing free samples.

1. Tea Tablets
• Content:-
- Summary
- Target Market
- Product Promotional Plan

2. Summary
• The whole case is highlighting the benefits of
innovation and how one person can bring the
company towards the next level through an idea.

3. • In this can we saw that there are two persons who are
involved in the development of the new idea that is “Tea
Tablet”. It is written that Mr. Kaushik Ghosh, Deputy
General Manager, Nai Chai Pvt. Ltd., was quiet and
methodical and Mr. Nitesh Desai, Chief of marketing of
multinational company was a spontaneous person.
Casual friendship of these two fellow resulted into an
innovative idea of “Tea Tablet”. So we can learn here that
ideas and views of more than one person can be so
beneficial in corporate decisions.

4. • Product “Tea Tablet” was designed well so that it was
easy to use and carry.
Target Customers are as follow,
Touring Community
Men living alone
Old men
Students

5. • It has been described in the case that company will allow
budget of Rs. 10 lakh for the launch of product and the
final quarter of the financial year. Company may
increase the budget next financial year depending on the
results of product launch.

6. Product promotion plan:
“Tea Tablet” can be advertised in such a way to highlight
the “problems” people face for their need of tea as per their
tastes while they are travelling. A Family can be shown in
advertisement and another option can be a Marketing
person who travels a lot during job and faces for the
same problem for proper tea.
This type of advertisement will affect
the large community.
Touring Community

7. “Tea Tablet” also affects the large community of men who
live alone. This community can also be affected by an
advertising campaign both on television and newspaper
showing the ease of this product and low cost.
Men Living Alone

8. This is the community which are not so fussy about the
cost of product but the ease of making tea and the taste
matters a lot for them. This community may not be
affected much by television so that newspaper
advertisement in the local language will be better option.
Tie up with senior citizen clubs or launch in the gardens
in morning while many old men gather for walk can be
the beneficial options.
Old Men

9. Students are also the huge Target Customers and they
can be motivated to use this product by running the
promotional campaign in schools and colleges and by
distributing free samples at least for a week in cities
where so many colleges and students community is
available.
Students