Rice Manufacturers in India | Shree Krishna Exports
Creative brief of marketing plan
1. Creative Brief
Prepared to New Leaf Tea
Prepared by
Dream Merchant Communications
12/29/2011
2. Overview
• “CHUMUKE CHUMUKE NOTUN SOJIBOTA” under this slogan New
Leaf Company wants to make tea a popular and approachable drink for
every one with.
• Target group: Male & female (age 15-35)
• Budget: In 2012 we are in break even. Profitability comes from year 2013
and profit will be 14,94,00000 crore.
• We introduce three types of tea; general Tea, special Tea with multi flavor
and green Tea
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3. Product
General Tea
Green Tea
Special Tea
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4. General Tea Ingredients
Caffeine(15 - 70 mg per cup) theophylline, theobromine, wax, essential oils,
calcium & vitamins A.
Why General Tea????
It’s gives us energy. we know that it is the Theanine and the Caffeine working
together to create “Clear Calm” our mind.
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5. Special Tea Ingredients
The speacial tea ingredients are caffeine, Ginger, Lemon juice, alaici, long,
tejpata, Cinnamon , vitamins A, iron, magnesium, calcium,, and zinc.
Why Special Tea????
Ginger, alaici, long, tejpata and Cinnamon are also well documented to help
the immune system. lemon is high in Vitamin C. It is also full of
phytochemicals. These are plant constituents that help boost the immune
system and much more.
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6. Green Tea Ingredients
The main green tea ingredients are caffeine ,theophylline, theobromine,
wax, saponins, essential oils, polyphenols particularly catechins, carotene,
vitamin C, vitamins A, B1, B12, K and P, flouride, iron, magnesium,
calcium, strontium, copper, nickel, and zinc
Why Green Tea ????
All these green tea ingredients work effectively to ward off different
types of cancer particularly stomach cancer, pancreatic cancer, colon
cancer, esophageal cancer, liver cancer, and prostate cancer.
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7. Objectives
•First 2 year we will achieve 10% market share with 5%
repeat purchase
•3rd years we want to achieve 25% of market share with
15% of repeat purchase.
•Becoming market leader after 5 years we will achieve
38% market share with 25% repeat purchase.
• We will start our strategy with the theme of 100%
organic. It develop our immune system, loss the weight,
relaxation and prevent cancer.
•Creating a strong interest in the New Leaf Tea
experience and start a phenomenon spontaneous
communication and spread of what the ‘New Leaf Tea’
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8. Target Audience
Population Urban Young Targeted Target Actual
People Class Group Target
people
16 Crore 6.2 Crore 3.7 Crore 2.5 Crore 1.8 crore 1.2 Crore
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9. Target audience(cont.)
Total Customer = 1.2 Core
Unit Purchase = 1.2*12 = 14,40,00,000
(+)Repeat Purchase Unit = 5%(7,20,000)
_____________
Total Unit = 15,20,00,000
Per Unit Profit 12 Tk.= 181,44,000000
(-) Fixed Cost= 175,00,000000
_____________
64,40,00000
(-) Variable Cost = 49,46,00000
______________
Net profit 14,94,00000
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10. Target audience(cont.)
Buyer Type
• 40% women, 60% men
• Median age 25, with a range from 15-35
• Likely to live near a concentrated urban area
• Likely to have college or have an advanced degree
• Interested in running, hiking and outdoor healthy activities
• Average family income Tk.15, 000 to above
Relevant Industry: Coffee, Soft Drinks
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11. Target audience(cont.)
Key Motivation
There are four ways by which a brand can differentiates itself and
can create a supreme position in the consumer’s mind. These
are:
1. Offering differentiated benefit (Functional)
2. Increasing brand equity
3. Attractive packaging
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12. Target audience(cont.)
Where they get the information
• Broadcast media
• Print media
• Billboard
• Glossary shop
• Internet
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13. Target Audience
• Urban, metropolitan cities
• Age: 15- 35
• Middle Upper to Upper class income group.(income : 20000-
avobe)
• Students, Employees
of corporate office, banks etc
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16. What we learn from competitors
• Form Kazi tea we learn how to set up a own small grocery
shop in the prime locations.
• We have followed competitor’s marketing strategy like TV
ads, Billboard etc…
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17. Creative Consideration
Tools Cues Impact
TV advertising Energetic ad play by young create brand
people personification that it will
refresh them.
Sticker Colorful and exotic design Increase recognition level
Tea pot shape Different packaging Create novelty on
promotion
Billboard Same theme of TV Ad Increase recognition
through linking cues in
memory nodes
Store display Own store in prime Easy to access
location
Paper advertising Same as TV and billboard Recall the product
Interactive media
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Website & facebook group Participation
18. Promotional Tools Mix matrix
Tools Geographic Demographic Income Occupation
Advertising: urban, metropolitan Age: 15- 35 Middle Upper to Students,
Broadcast media cities Upper class income Employees of
Print media group. corporate office,
banks, home uses
etc
Direct marketing Scholl, collage & Age : 15-23 Students
university
Interactive/internet urban, metropolitan Age:15- 35 Middle Upper to Students, corporate
marketing cities Upper class income officer,
group.
Sales promotion urban, metropolitan 15-35 Middle Upper to Students,
cities Upper class income Employees of
group. corporate office,
banks, home uses
etc
Publicity/public Dhaka (trade fare) All All All
relation
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23. Creative Consideration
Broadcast Media
Media type channel program time Weekend
Program
NTV news,music hour 8pm to 11 pm Tele film
Television
Time 2pm to 5pm
ATN NEWS news,sports hour 10 pm to 12 pm
SOMOY TV Special news Whole day
DESH TV New leaf news head Whole day
lines
CHANNEL 1 drama, 6pm to 10 pm Cinema
INDEPEDENT news, live show 11pm to 12 pm
amadar bangladesh
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24. Creative Consideration
Print Media
News paper Magazine Duration
Prothom alo Twice a week
Daily star Twice a week
Anondo alo Once in a month
Canvas Once in a month
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25. Message
New leaf introducing three different tea brand for customer like
General tea for relaxation
Special tea for improve immune system
Green tea for prevention of cancer
• New Leaf Tea represented 100% organic theme to the
consumer.
• There is no chemical used to manufacture not even in plant.
• Prevent diseases and keep healthy
• It contains superior taste for the customer
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26. Message(cont.)
Others three major area of communication
Sponsorship
Radio advertising
Social activities
Jingle: “CHUMUKE CHUMUKE NOTUN
SOJIBOTA”
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27. Special communication
In different festivity we organize different
program for the customer like
Pehala boishake
Language day
Independent day
Friendship day
Valentines day
Book fair
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28. Legal considaration
• New Leaf Tea Brand is approved by BSTI
• New Leaf Tea Brand is approved by Halal
• New Leaf Tea Brand is approved by ISO
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30. Time Line
Particulars Time
Project Approval 01 January ,2012
Trade Show 07 January,2012
Press Conference 15 Fabury,2012
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31. Budget
Total Unit 15,20,00000
Per unit profit 15,20,00000*12 = 181,44,00000
(-) total cost = 224,56,000000
__________________________________________
Net profit ---------------- = 14,94,00000
We spent 3.7 % of net profit for using communication purpose.
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32. Budget(cont.)
Particulars Items Amount
Advertising/Communication Tv ad 3000000
Newspapers 500000
Magazines 300000
Graphic Designers 120000
Flyers, 400000
Billboard 500000
Total: 48,20,000
Web site management 100000
Web design 30000
Interactive/internet
marketing
Total: 1,30,000
Sells promotion Free sample 500000
coupons 500000
total : 1,00,000
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33. Budget(cont.)
Event Trade fair 100000
Concert 120000
road 50000
show 2,70,000
Total:
Direct Marketing game show, quiz 50000
competition
Total: 50,000
Tea stall Set up 100000
Total: 1,00,000
Total budget 54,70,000
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34. Sign off
• This product is approve by
________________ ________________
Head Of Marketing Creative Consultant
12/29/2011
