charla tea
TRANSCRIPT
Target Market
Age: 13 to 21 Age: 22 to30 Age: 40 to 60
• Lifestyle: Busy• Density: Urban• Personality: Ambitious,
outgoing• Occasion: seasonal• Benefits: convenience• User Status: potential• User Rate: light• Loyalty Status: medium
• Lifestyle: Western• Density: Urban• Personality: Inspired,
outgoing• Occasion: In the mornings• Benefits: Quality• User Status: Regular• User Rate: Medium• Loyalty Status: None,
medium strong
• Lifestyle: Diligent• Family Cycle: Married• Density: Urban• Personality: Ambitious• Occasion: Regular• Benefits: Speed• User Status: Regular User• User Rate: Heavy User• Attitude towards
product: Indifferent
Best fit for company’s actual market segmentation is Age group: 22 to 30Here, the focus is urban young professional cosmopolitans with contemporary Lifestyles
Charla TeaWhy Charla Tea?
Charla means ‘’small talk’’ in
Spanish
As our target market is the young professional cosmopolitans of this country, giving the name ‘’Charla Tea’’ will increase its demand among them. Since it means ‘’small talk’’ they will enjoy this tea and have it during their meetings,
get together and social gatherings. It can be a medium of conversation starters and strengthening bonds.
People can take tea and
engage in conversations
These small talks lead to
new relationships
Tea cup represents the icon
The brown outlook represents an
element of decor as well as the tea
texture
Represents the natural colour of tea
leaves
The colour of perfection, white is used to represent the purity of Charla Tea
Appealing Logo
Tag Line:
‘’Charla Tea:
The Taste of Tomorrow.’’
Tagline emphasizes on introducing a new venture in tea sales in the country and captures the attention of the young professional cosmopolitans.
Branding Strategy
TVC:Broadcasting commercials on local channels
RDC: Airing commercials from 09:00am to 11:00am and from 06:30pm to 08:30pm
Charity Programs:Increasing goodwill
Strategic Partnership:Access to giving out scratch card programs, offers, etc. such as, contracts with hotels and airlines.
Advertising:Billboards, online advertisements, sponsoring events and many more
Positioning Strategy
Ensuring quality of ingredients
Introducing chamomile tea, earl gray tea and peppermint tea along with regular tea
Reasonable price
Attractive cover
Becoming members of Tea Traders Association of Bangladesh(TTAB)
Getting into contract with top tea suppliers of Bangladesh
Fulfilling the market demand through
proper
market segmentation