The document outlines the marketing orientation and promotion strategies of Coffe, Tea and Company. It discusses pursuing a penetration pricing strategy to capture large market share. It aims to differentiate products internationally and maximize existing product revenues regionally. Globally, it seeks to innovate products and supply chains to offer specialty products to various consumer backgrounds. The company localizes to Pakistani preferences but also globalizes through multi-lingual strategies and expanding to new markets. It promotes through trade shows, fairs, print, TV, radio, and outdoor advertising.

1. OPERATIONAL PLAN OF
COFFE,TEA AND COMPANY

2. Marketing Orientation
Marketing Penetration Strategy
• Its main goal is to increase the sales of your product and
services to capture large market share.
• One common tactic of marketing penetration strategy is the
aggressive pricing or penetration pricing in which you set up
a low price than your competitors.

3. Marketing Orientation (Con’td)
International
• differentiate its products from the other international brands.
Regional
• maximizing revenues by its existing products.
• more company owned stores.
• Licensing for merchandise.
Global
• creating a difference in its products globally.
• innovation of its products mix and supply chain.
• offering its specialty products to consumers from different
backgrounds.

4. Marketing Orientation (Con’td)
Globalization Localization
 Will consider the coffee
preferences of the consumers
around the world.
 Considered as a specialty product in
Pakistan.
 Its products need a continuous
innovation in order deal with its
global competitors i.e. Starbucks,
Dunkin Donets.
 Continue to increase its market
share in existing market.
 Should launch its operations
around the world.
 Multi-lingual promotional and
marketing strategies.
 Satisfy the needs of Pakistani
consumers.

5. Marketing Orientation (Con’td)
Exporting
• Exporting raw materials
from Pakistan.
Licensing
• Licensed stores in different
areas
Contract Manufacturing
• With different
manufacturing firms in
Dubai and Pakistan
Franchising
• Franchising around UAE
Multi-national Sourcing
• Importing products from
foreign countries to
improve quality.

6. Promotion by Coffee, Tea and
Company

7. Promotion
1. Trade Center Shows
• Dubai World Trade Center
2. Trade fairs
• The Dubai Mall, Mall of Emirates
3. Print Media
• Al Masar Magazine,
• Arabian Business, Rush, Jumana
• 7 Days, The Arabian Post, Dubai Standard

8. Promotion (Con’td)
4. Television
• Abu Dhabi Sports Channel, Ajman TV, Al Aan TV
5. Radio
• Mix FM UAE 90.80FM, Abu Dhabi Radio
6. Outdoor Advertising
• include billboards, interior and exterior of buses, bus benches
and taxi and business vehicles.
• Kassab Outdoor Advertising Company