launching a new product in market

Presented To:

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..

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..

Continued….

• Logo & Trademark:

Purpose of Being:

• Vision Statement:

“Sustainable world with high standard of healththrough Premium Quality Products”

• Mission statement:“Providing the experience and taste of traditional Milk

tea with premium quality”.

Purpose of Being con…..

• Value:

Good Health, Relaxation, Time saving, newexperience.

• Satisfaction

Economical, Traditional Taste, easy to makeand serve, good for sugar Patients

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)

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 diabeticpatient

f) Earn profit for the growth and survival of our company

WHY THIS PRODUCT?

Market Trend- Move fast there and Save time

New Trend

2. Tea is a part of Pakistani culture

Sugar Free

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

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)

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.

Market Segmentation

Segmenting Consumer Markets according to:

Geographic Segmentation & Its Variables

Variables DataWorld 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

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

Behavioral Segmentation & its Variables

Variable DataOccasions 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

PsychographicSegmentation & its Variables

Variable DataSocial Class Middle class and upper class

Lifestyle Experience makers and strugglers, achievers

and believers

Interest Outing, gathering and celebrative

SWOT ANALYSIS

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

Identification Of Competitors

Market share

Strengths & Weaknesses of Competitor

1. Unilever Tea Pakistan

2. Tapal Tea 3. Tetley Tea Pakistan

4. Vital Tea

• 1. Lipton Tea (41%) 2. Unilever (43%)

• 3. Tetley (4%) 4. Vital Tea (6%)

• 5. Open Tea (6%)

Lipton Tea41%

Unilever43%

Vital Tea6%

Tetley Tea4%

Open Tea6%

Sales % of the Rivals

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

• 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.

Sugar Free

• Our Products readily available at therecreation parks, hotels, restaurant andoffices, Diabetic patients can have Tea nowany time and anywhere without fear.

• This is because our slogan is

“Life good with Premium tea”

• 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.

• 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.

• Packaging conveys the image that the brandcommunicates to the buyer.

• Premium Tea will be offered in a cool color, lightweight, good image, attractive shaped Packages

• Repositioning might be necessary because:

– Increased competition

– Changing consumer tastes

Sugar Free

Sugar Free

• 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

• 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 yourpromise.

• Through our Mission statement:

“Providing the experience and taste of traditional Milk tea with premium quality”.

• Through our Promotion Campaign-“A Cup ofTea Every Where”- Aimed to get connected toMax No of people (emotional attachment)

Target Areas• Recreational Parks• Shopping Areas• Bus Stands, railway stations etc

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

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

• Brands are created through labelingcommodity products which then becomes thetrigger of an emotional experiences.

• Labeling of our Product will in Urdu & Englishlanguage to facilitate our customer.

• All the required information regarding ourproduct will be mentioned on the pack

D of M= May 20, 2012D of E= May 19, 2015

Trademark

Slogan

Logo

Manufacturing Date

Expiry Date

Easy and Innovative Opening

Energy Content Per serving

Direction To use

• A Value Delivery is a company's supply chain and howit partners with specific suppliers and distributors inthe process of producing goods and delivering themto market.

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

• One of the most important objectives of thewholesale market is to improve the efficiency ofour supply chain.

• It is the quality of the relationships along theprocesses and in the network that help createcustomers value.

• Enhanced competition leading to improvedefficiency in the exchange process (efficiency inresource allocation and price) and facilitatingprice discovery.

• Thus, our ultimate aim of value chain is to createmaximum value at minimal costs andunderstand the end-users more.

• 1. “A cup of Tea everywhere” Campaign

Mobile Tea carts selling our tea in the areas likeshopping areas, Railway stations and bus stands ectin the twin cities. This will create job for manypeople.

• Social websites like FB, Twitter and MySpace ect arepower advertisement tools.

• The traditional modes of adverts i.e. ads on TV orRadio are not that much appealing to the customers.

Sugar Free

Taste The Premium Tea and Feel the Difference

Banners and Paraflax in Hotels and Restaurants

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presentation?

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product idea?

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