MARKETING PLANON

COMPANY/ PRODUCT NAME

Submitted by: Atif Nazir Zahoor Hussain Umair Mehmood Bilal Ahmed Faisal Haqani

Submitted to:Mr. Zia Ur Rehman

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MarketingPlan forLaunching

a NewProduct

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TABLE OF CONTENTS

Acknowledgement_________________________ 02Executive Summary________________________ 03Introduction of product______________________04Current Marketing Situation__________________05Objectives and Issues_______________________ 06Marketing Strategy_________________________09Action Program____________________________12

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ACKNOWLEDGEMENT

In the name of Allah the praiseworthy, thepassionate whose blessing made it possible tocomplete this task.

We are highly thankful to our respected and dearSir; “Mr.Zia Ur Rehman” who provides us anopportunity to make this marketing plan of “HOTTEA” new product named “Green Lemon tea”,whose guidance and constant encouragementhelped us to complete this marketing plan.

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We hope that this project will serve asfoundation stone as we proceed towardspractical experience.

EXECUTIVE SUMMARY

After1950 tea was first introduced in Pakistan at very low level itwas used for few people who was regarded to be sick as a

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remedy. Another for low level of usages of tea was poor, thenwith the improvement of economic condition and improvement insocial status the people of executive class started to use tea totake refreshment and after burdensome routine of life.

Then after 1980 when socio economic position was improvingand open attraction with other foreign country the tea wasconsidered to be a habit of life. This habit along with the otherluxuries of life gives a room to produce a variety of tea and tomeet this market need. Companies started launch tea withdifferent flavors for executives who were the mostly user of tea.

But to current need and change in customer taste .we nowlaunch Green Lemon Tea. In the future to meet the expectedchange in consumer taste and the enhancement in competitors offlavor tea we will in a specified future time that will be specifiedaccording to our future strategy.

INTRODUCTION OF PRODUCT

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Our brand name is “HOT TEA” and product name “GREEN LEMON TEA”

Salient Features

HOTTEA has combined the tangy taste of lemon and the benefits ofginseng with our pure green tea to create a drink full of clean, allnatural taste and vitality.

It’s a tea for the exotic seeking tea Drinker Green Lemon tea,natural lemon flavor

With other natural flavors (contains soy lecithin), pan ax ginseng.

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Current Marketing SituationCurrent marketing situation is very tight and tough, there are about ten competitors in the market for our product, and we have to compete with them Green Lemon tea is present in very competitive environment.

a) Broke Bond b) Tapal Dan-e-Dar c) Gul Bahar Green Tea d) Supreme Tea e) Lipton f) Tately

Substitute Competitors

a) Kiawah b) Coffee c) Open Tea

Market analysisIn this section asking the question after checked the taste of green lemon tea.

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The below response shows that majority of people rateGreen lemon tea and Supreme as No. 1 brand.

Which Brand is preferred by People? Brand Name Responses Percentage

HOTTEA 46 51.11% Supreme 20 22.22% Tapal Dander 14 15.55% Safari 10 11.11% Total 90 100%The above response shows that mostly people preferredthe brand “GREEN LEAMON TEA” and “Supreme”.

Income Level Effect on Tea Response Respondent Percentage Less than 6000 13

14.44% 6000 to 15,000 41 45.55% 16,000 and above 36

40% Total 90 100%

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This response shows that most of people that belong to high income level prefer GREEN LEMON TEA. Other brands are preferred by low income people

OBJECTIVES AND ISSUES

MARKETING OBJECTIVE 1)Maximize sales volumeWe will increase our sales volumes through targeting new markets and new groups of society

2)Get the market share. We want to get larger market through satisfying our customers, this will be achieved through focus on price, promotion and placing

3)Promote the product. We will promote our product byall the ways of

promotion including televisionchannels, radio channels,newspapers, billboards, visitingin colleges and universities andadvertise on internet and by e-marketing. This will promote ourproduct

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PRODUCT POSITIONING

To get good position in the customer mind we will usemany positioning strategies.1. We will promote distinct feature of a product 2. We will launch positioning strategy (more for more)

We charge affordable price and give high quality to geta good position in the customer mind this will lead toa great promotion to our product. We will be qualityprovider as are target customer wants quality insteadof quantity. Instead of this one we will also offer thefollowing.

Important Affordable Superior Distinctive Taste Disposable Packaging

1. Product:The product is consist on tea plant product with its great taste consciousSmell and having International health standard. It is found in differentPacking as well as:Packing Size i) 500 grams ii) 200 grams iii) 100 grams iv) 40 grams Emotional

Good and Attractive Taste

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Easily Available in the Market

2. Price The prices of Green Lemon Tea vary according to the size of packing. Where the competitors pricing strategyis some how low.

The prices of GREEN LEMON TEA vary according to thesize of packing which are given as:

S. No Packing Weight Retail i) Family Pack 500 grams 220.00 ii) Medium Pack

200 grams 59.50 iii) Small Pack 100 grams 40.00 iv) Sachet Pack 40 grams 18.00

Position Regarding Price and QualityRegarding quality our position shall be strong because of:a) Good Qualityb) Distinctive Tastec) Disposable Packagingd) Easy AvailabilityHOTTEA is trying completely fulfilling the want of theconsumer of tea with improving taste quality in his

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product. The difference is visible in “Green Lemon Tea”and others. It is easily available on any small and bigshops. HOTTEA always prefers the convenient of itscustomers.

3. Distribution The distribution channels are light and heavy vehicles. The company distribution channel includes: i) Agents ii) Retailersi) Agents:Company has its agents for the “Green Lemon Tea” andfor other products in everywhere. They sold thecompany’s product for the sake of their commission.

ii) Retailers: Shopkeepers are called retailers. They bought thecompany product from agent/whole sellers and sell them.

5. Promotion : It includes the following elements:

Advertising Sales Promotion

AdvertisingAdvertising is main factor to familiar the people withcertain product. We inform the people that what kind ofthe product is available in market and on what price,

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for what purpose. In other words advertising mentallyprepared the people to go out and buy the product.Advertising has included various media suppose(including newspaper, radio, TV and magazines thatcarry ads).

Marketing strategyIn this plan we will focus where our product willstand, what is our target market

TARGET MARKETThe target market of “Green Lemon Tea” includes allsegments of the society. Demographically the targetmarket is very variable.From the income point of view our target market is asfollow:1) Upper Class2) Middle Class

Launch strategy: We will launch our product in October. Because that is the best time to launch our product

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SEGMENTATION

We make the segment of our market on the basis offollowing need, characteristic, behavior, requirements,and market mix.

Geographic segmentation Psychographic segmentation Demographic segmentation

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Occupation

SEGMENTATION BASESEGMENTATION BASE SELECTED SEGMENTATION VARIABLESSELECTED SEGMENTATION VARIABLESGeographic Segmentation

ClimateDensity of areaCity SizeRegion Pakistan

Major metropolitan areas, small cities, Urban, suburban, ruralcold, hot, humid, rainy

Demographic Segmentation

IncomeMarital statusSexAge Under 12-17, 18-34, 35-49, 50-64, 65-

74, 75-99, Male, femaleSingle, married, living together, widowedUnder 6000, 15,000 30,000

Education Some high school, some college, college graduate, postgraduateProfessional, agricultural, military

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ACTION PROGRAM

As we have planned that we have divided whole marketinto segments we will produce according to needs ofcustomers, so we have launched number of distributors,retailers, agents, so that our product can get maximumaccess to market, and consumers can get easily in themarket.

In first phase we will launch small amount of teaproducts, then we will make analysis that how ourproduct is satisfying the needs of customers, what arethings to require changing.

We have set reasonable price of product so our salesmanagers will check whether the price is reasonable foreach segments, every managers would report to finalauthority about sales of product, then we will decidequantity of products.

We have divided our whole marketing into four geographical regions;

1.Peshawar to Jhelum (including AJK)2.Gujrat to Rajanpur3.Jacobabad to Karachi 4.Balouchistan

We will initially launch our product in Karachi, Lahoreand Rawalpindi. We will provide our product towholesalers and retailers through the distributors and

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through our own agents in these cities, after this wewill expand our product range to the whole country.

Acting upon our marketing strategy we will givedifferent size packages to different group of peoplesso that we can satisfied our customers Our marketingdepartment will regulate all the plan and alsoresponsible for the success of the plan.

Green LemonTea has

combined thetangy taste oflemon and the

benefits ofginseng with

our puregreen tea to

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create a drinkfull of clean,all naturaltaste andvitality.

It’s a tea forthe exotic

seeking teaDrinker Green

Lemon tea,natural lemon

flavor withother natural

flavors(contains soylecithin), panax ginseng.

Contact number:Office: 111-

544-544

Web address:http://www.hottea.com.pk

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The End

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