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Green tea marketing plan

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Green tea marketing plan

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

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