Green Tea Marketing Plan
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Narun g Green Tea Marketing Plan Powered by: Ali Hadi
1
Executive Summary
Nerung Green Tea
Two target markets
Young professionals and college students
Objectives
Product Place Price Promotion
Brand awareness of 30% and break-even of 180%
Performance measures
Surveys, focus groups, and financial analyses
2
Situation Analysis
Company Analysis
Industry Analysis
Nerung will be the first business to operate under The Fedglobe. Nerung allows the shop to penetrate the hot drinks and the ready to drink (RTD) tea market.
Market Analysis
About 87% of all tea consumed is black tea and 12.5% is green tea (Tea Association, 2007)
3
Situation Analysis cont.
Competitor Analysis
The most likely substitute product for tea is coffee.
Environmental Analysis
Largest percentage of Karachi-Lahore-Islamabad population is target market.
Most residents are in the “professional and business” or “health and social services” classes of employment.
4
SWOT Analysis
Strengths IMO certification First mover advantage
Weaknesses One supplier Limited experience
Opportunities Greater antioxidant protection Tea sales Rs.15 to Rs.20 bn Threats Lipton Green Tea Jasmeen Tapal Tea
5
Target Market
Two adjacent segments 18-23 years old college students 24-28 young professionals
Need-based positioning Health Social network Novelty 6
Product: The Tea Nerung’s markets the “new thing” Organic tea and upscale presentation Relaxed atmosphere and healthy feeling
Complementary products Appetizers, snacks and pastries Cold tea beverages to attract customers new to tea 7
Product: The Shop Two-story building Different opening hours, seating arrangements and marketing approach
Free Wi-Fi access Soothing colors (pastel green & bamboo)
8
Place (Distribution Channel)
Direct Channel of Distribution
Prepared tea served in the Hot Tea shops
Packaged tea sold in the shop and through Dhaba Chai, Canteen, Hotel.
9
Price Price of Rs.210/kg for leaf-in tea Price of Rs.300/kg for leaf-out tea
Price may be increased to reflect quality
10
Promotional Objectives
Develop awareness
Generate traffic
Build loyal customer base
11
Young Professionals’ Promotion Information Event Sites Large number of young professionals signed to network E-newsletters Prevents being overshadowed Choice of run time
12
Students’ Promotion Student Publications
Reaches each school department Long life span
On-line Social Network (Facebook)
Reach nearly 87% of the student body Low cost compared to other media outlets
13
Young Professionals Sample Ad
14
Students Sample Ad
15
Community Promotion Annual Festivals/Families Get together Gain awareness Show community support Outlet for both target markets
16
In-Store Promotions Tea barista Special holiday events Tea parties
17
Marketing Performance Evaluation Customer Feedback
Survey of brand awareness
Focus groups to measure customer satisfaction
Comment cards 18
Marketing Performance Evaluation Financial Performance
Comparing actual revenues with plan quarterly
Net marketing contribution yearly
19
Adjustments
Major changes performed no greater than quarterly
One full year of purchases will determine seasonality
August will be a month to adapt settings
20
Thank you We are looking forward to seeing you at Nerung’s!
21
1
Executive Summary
Nerung Green Tea
Two target markets
Young professionals and college students
Objectives
Product Place Price Promotion
Brand awareness of 30% and break-even of 180%
Performance measures
Surveys, focus groups, and financial analyses
2
Situation Analysis
Company Analysis
Industry Analysis
Nerung will be the first business to operate under The Fedglobe. Nerung allows the shop to penetrate the hot drinks and the ready to drink (RTD) tea market.
Market Analysis
About 87% of all tea consumed is black tea and 12.5% is green tea (Tea Association, 2007)
3
Situation Analysis cont.
Competitor Analysis
The most likely substitute product for tea is coffee.
Environmental Analysis
Largest percentage of Karachi-Lahore-Islamabad population is target market.
Most residents are in the “professional and business” or “health and social services” classes of employment.
4
SWOT Analysis
Strengths IMO certification First mover advantage
Weaknesses One supplier Limited experience
Opportunities Greater antioxidant protection Tea sales Rs.15 to Rs.20 bn Threats Lipton Green Tea Jasmeen Tapal Tea
5
Target Market
Two adjacent segments 18-23 years old college students 24-28 young professionals
Need-based positioning Health Social network Novelty 6
Product: The Tea Nerung’s markets the “new thing” Organic tea and upscale presentation Relaxed atmosphere and healthy feeling
Complementary products Appetizers, snacks and pastries Cold tea beverages to attract customers new to tea 7
Product: The Shop Two-story building Different opening hours, seating arrangements and marketing approach
Free Wi-Fi access Soothing colors (pastel green & bamboo)
8
Place (Distribution Channel)
Direct Channel of Distribution
Prepared tea served in the Hot Tea shops
Packaged tea sold in the shop and through Dhaba Chai, Canteen, Hotel.
9
Price Price of Rs.210/kg for leaf-in tea Price of Rs.300/kg for leaf-out tea
Price may be increased to reflect quality
10
Promotional Objectives
Develop awareness
Generate traffic
Build loyal customer base
11
Young Professionals’ Promotion Information Event Sites Large number of young professionals signed to network E-newsletters Prevents being overshadowed Choice of run time
12
Students’ Promotion Student Publications
Reaches each school department Long life span
On-line Social Network (Facebook)
Reach nearly 87% of the student body Low cost compared to other media outlets
13
Young Professionals Sample Ad
14
Students Sample Ad
15
Community Promotion Annual Festivals/Families Get together Gain awareness Show community support Outlet for both target markets
16
In-Store Promotions Tea barista Special holiday events Tea parties
17
Marketing Performance Evaluation Customer Feedback
Survey of brand awareness
Focus groups to measure customer satisfaction
Comment cards 18
Marketing Performance Evaluation Financial Performance
Comparing actual revenues with plan quarterly
Net marketing contribution yearly
19
Adjustments
Major changes performed no greater than quarterly
One full year of purchases will determine seasonality
August will be a month to adapt settings
20
Thank you We are looking forward to seeing you at Nerung’s!
21
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