Presentation

2. Presented To:

3. 1. Introduction..
2. Mission and Objectives..
3. Why this Product? (Our Research)..
4. Target Market and Market Trend..
5. Segmentation (geographic, demographic, Psychographic & Behavioral)
6. SWOT Analysis..
7. Competitive Analysis..

4. 8. Niche Marketing..
9. Positioning and Differentiation..
10 .Branding our Product..
11. Packing and Labeling..
12. Value Delivery Network..
13. Promotion of our product
14. Post purchase Evaluation..

7. Continued….
• Logo & Trademark:

8. Purpose of Being:
• Vision Statement:
“Sustainable world with high standard of health
through Premium Quality Products”
• Mission statement:
“Providing the experience and taste of traditional Milk
tea with premium quality”.

9. Purpose of Beingcon…..
• Value:
Good Health, Relaxation, Time saving, new
experience.
• Satisfaction
Economical, Traditional Taste, easy to make
and serve, good for sugar Patients

10. Our Objectives
• Are to:
a) Act as a Market-oriented company and meet customers’
demands
b) To create a strong consumer awareness against unorganized
tea product (unhygienic Tea)

11. Our Objectives con…
c) Provide milk tea that is good in quality as well as
economical in price
d) Focus on Consumer Convenience and Save their
precious time
e) Provide Sweetened but sugar free milk Tea for diabetic
patient
f) Earn profit for the growth and survival of our company

12. WHY THIS PRODUCT?

16. Market Trend- Move fast there and Save time
New Trend

18. 2. Tea is a part of Pakistani culture

19. Sugar Free

20. Target Market and
Market Trend
Market Trend:
• Emphasis on Health benefits of Tea via media
• High Trend of Single serving items
• Call for convenient products in Market
• High demand of time saving goods as speed is
embraced in Pakistani Culture now
• Demand for Hygienic, Healthy and Lifestyle Product
• Eco friendly packaging

21. Target Market
(Islamabad & Rawalpindi)
Primary Market
• Teens – More experimental
• Youth – Experimental and more buying power
• Working People (who drink Tea to relax)
• Housewives
• Elderly people (addicted to tea)

22. Target Market
(Islamabad & Rawalpindi) con….
• Secondary Market
Travel Industry – Airlines, Railways and Local
Transport Systems
Recreational – Movie Theatres, Malls,
Amusement Parks, school, collages, hotels,
restaurants etc.

23. Market Segmentation
Segmenting Consumer Markets according to:

24. Geographic Segmentation
& Its Variables
Variables Data
World Region Asia
Location South Asia
Country Pakistan
Cities Islamabad-Rawalpindi Metropolitan Area
Population- Total
Islamabad
Rawalpindi
4.5 Million
1,151,868 in (census 2011)
3,039,550 (est. 2011)
Population Density-Islamabad
Rawalpindi
1243/km2
1247/km2
Climate Warm to hot humid summers accompanied by a monsoon
season

25. Demographic Segmentation & its Variables
Variable Data
Age 15+60+ (around 59.38% of population)
Gender Male and female
Family size 1-2, 3-4, 5+
Income Rs 15000+
Family life cycle Married, unmarried
Occupation Workers, students, corporate world and academicians, retired
people
Education
Islamabad
Rawalpindi
School, college and universities
87%
70.5%
Religion 95.53% of the population Muslim
4.07% Christians, 0.02% Hindus, 0.03% minorities
Ethnicity Punjabi= 72% Pashtoon= 10% Urdu Speaking= 10%
Others= 8%
Nationality Pakistani and foreigners

26. Behavioral
Segmentation & its Variables
Variable Data
Occasions Parties and Regular occasion
Benefits sought Taste and Quality
Usage Rate Daily atleast twice a day
Loyalty status Strong if well satisfied
User Status First time user
Readiness stage Aware, interested
Attitude Toward the Product positive

27. Psychographic
Segmentation & its Variables
Variable Data
Social Class Middle class and upper class
Lifestyle Experience makers and strugglers, achievers
and believers
Interest Outing, gathering and celebrative

28. SWOT ANALYSIS

29. Strength Weakness
Local Tea Brand New entrant
The only company providing sugar free Tea
Bags
Small Target area
Premium Quality of our product Not that much promotion through advertising.
Product is easy to access Lack of Sponsorship in the beginning
Opportunity Threats
Product offerings Possible new taxation policies
Joint ventures Changing consumer trends
Moving in to new market segments Competitors using advance technologies
More Advertising. Price conflicts with competitors
Reduction in price. Economic pressure

30.  Identification Of Competitors
 Market share
 Strengths & Weaknesses of Competitor

31. 1. Unilever Tea Pakistan

32. 2. Tapal Tea 3. Tetley Tea Pakistan
4. Vital Tea

33. • 1. Lipton Tea (41%) 2. Unilever (43%)
• 3. Tetley (4%) 4. Vital Tea (6%)
• 5. Open Tea (6%)
Lipton Tea
41%
Unilever
43%
Vital Tea
6%
Tetley Tea
4%
Open Tea
6%
Sales % of the Rivals

34. Strengths & Weakness of competitors
Name Strengths Weakness
Unilever •Strong Company Image
•Highest Market share
•International Brand
•Strong Brand Portfolio
• High Prices of Product
• Dual Leadership
• Decreasing Market Share
Lipton • Strong Financial Position
• International Export
• Highly Profitable (Non-credit
sale)
• Strong Supply Line
• Weak supply chain other
than Sindh
• Relatively Technological
Backwardness
• High Dependent on Tapal
Equity
Vital Tea •Local Product
•Cheap Price
•New Entrant
•Technologically Backward
Tetley Tea •2nd Largest Manufacturer and
exporter of Tea
•New Entrant
•Low Market Share

35. • Products made for a specific market need
• We are providing Premium Milk Tea “sugar free”
specifically for Diabetics Patients.
• Since Tea is a part of our culture, culture patients
were very picky and conscious about whether to
drink Tea or not.
• Our product is very Suitable for such patients.

36. Sugar Free

37. • Our Products readily available at the
recreation parks, hotels, restaurant and
offices, Diabetic patients can have Tea now
any time and anywhere without fear.
• This is because our slogan is
“Life good with Premium tea”

38. • Positioning is about finding one unoccupied
niche in the prospect mind and filling it with
one thing that sticks.
• Positioning can be expressed in many ways,
from a simple slogan to an entire campaign.
In most cases it is expressed in every ad,
perhaps as the tagline, or as a brand
character, or even a sound.

39. • 1. Our Slogan
“Life Good with Premium Tea”
• We assure our customers that their Good Health is
one of our Objectives. Thus providing products
highly hygienic and safe for use.
• Our competitors Talk about taste mainly, we do the
same i.e. taste and Health.

40. • Packaging conveys the image that the brand
communicates to the buyer.
• Premium Tea will be offered in a cool color, light
weight, good image, attractive shaped Packages
• Repositioning might be necessary because:
– Increased competition
– Changing consumer tastes
Sugar Free

41. Sugar Free

42. • Time is money, With Our product no need to
buy:
1. Tea 2. Milk 3. Sugar separately
• Our product-Provides all these together in one
pack only

45. • Brand is the personality that identifies a product, service
or company
• We will brand our product through general mass not
though any class.
1. Focusing on relationships and reputation.
• Relationships are built on trust and
• Reputation is built on delivering on your
promise.

46. • Through our Mission statement:
“Providing the experience and taste of traditional
Milk tea with premium quality”.
• Through our Promotion Campaign-“A Cup of
Tea Every Where”- Aimed to get connected to
Max No of people (emotional attachment)
Target Areas
• Recreational Parks
• Shopping Areas
• Bus Stands, railway
stations etc

47. • How should I believe this product when
Ingredients, Energy Value, direction to Use,
DOM and DOE is not mentioned?

48. Will customers buy such Products?
Obviously No
• People have too many choices and too little time
• Most offerings have similar quality and features
• Label started as a symbol of reliability and trust

49. • Brands are created through labeling
commodity products which then becomes the
trigger of an emotional experiences.
• Labeling of our Product will in Urdu & English
language to facilitate our customer.
• All the required information regarding our
product will be mentioned on the pack

50. D of M= May 20, 2012
D of E= May 19, 2015
Trademark
Slogan
Logo
Manufacturing Date
Expiry Date
Easy and Innovative Opening
Energy Content
Per serving
Direction To use

51. • A Value Delivery is a company's supply chain and how
it partners with specific suppliers and distributors in
the process of producing goods and delivering them
to market.

52. First step
Products Manufactured in Company
Second step
The product will go to our wholesalers
3rd step
The wholesalers will sell it to the retailers
The customers will get the product ultimately
from the retailers

53. • One of the most important objectives of the
wholesale market is to improve the efficiency of
our supply chain.
• It is the quality of the relationships along the
processes and in the network that help create
customers value.

54. • Enhanced competition leading to improved
efficiency in the exchange process (efficiency in
resource allocation and price) and facilitating
price discovery.
• Thus, our ultimate aim of value chain is to create
maximum value at minimal costs and
understand the end-users more.

55. • 1. “A cup of Tea everywhere” Campaign
Mobile Tea carts selling our tea in the areas like
shopping areas, Railway stations and bus stands ect
in the twin cities. This will create job for many
people.

56. • Social websites like FB, Twitter and MySpace ect are
power advertisement tools.
• The traditional modes of adverts i.e. ads on TV or
Radio are not that much appealing to the customers.
Sugar Free
Taste The Premium Tea
and Feel the Difference

57. Banners and Paraflax in Hotels and
Restaurants

61. Did you like our
presentation?
What about
product idea?
What else we can
do to improve it?
If you like it-
please give your
feedback.