Executive Summary:

The tea market of Bangladesh is growing rapidly. Tea sales have increased over the past

years with the number of tea stalls offering sit down services. Most of the peoples of

Bangladesh have accepted tea as an affordable refreshing beverage. We have surveyed

different stores of Dhaka in order to create a new tea brand for the consumers researching

on the current tea brands. After researching the market we came to know about the

existing tea brands of Bangladesh. Our research led us to the top five tea brands of tea.

They are as follows Ispahani Mirzapur, Lipton Taaza, Tetley, Finlay & HRC. They

became the top five tea brands because of their quality, cost effectiveness & good

marketing strategy. Most of them started as foreign brands, but now they produce and

market locally. We analyzed the existing tea brands in the market for their composition,

features, forms & product levels. Then we tried to reveal the pricing strategies of our

rivals. The place, promotions & advertisements scrutiny came afterwards & thus we

acquired a very good concept of the tea product line.

After all the research, we started building our own brand of tea “Real Tea” by analyzing

all the gathered data. We will be exerting three new flavors of tea as mint, lemon &

ginger as well as regular black tea. We plan to be different from our major competitors,

as they don’t offer flavored tea. Our major concern would be on pricing, promotion s &

building relationship with the consumers. We have chosen people of all age & society as

our customers, but flavored tea will mainly focus towards youngsters. We will also try to

follow product line filling & skimming pricing slightly as we want to accomplish

intensive distribution & perform major promotions in all accessible sectors. It is essential

for us to gain profits as well as building a good customer relationship. Our promotional

activities will be intense but it will be of an emotional level. We will try to portray the

fact that we all can do good for the society, for ex – through recyclable paper packaging.

Shortly after establishing our brand name in the market we will set off for dynamic

pricing depending on the sales. Therefore after the execution of our marketing strategy it

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will be possible to launch our product in the market. Our company will always be open to

suggestions and change depending strictly on customer demands and feedback.

Purpose and Introduction:

Tea is a traditional beverage made from stepping the processed leaves or buds into water.

It also refers to the aromatic beverage prepared from the grains of tea leaves with hot or

boiling water. After water, tea is mostly referred beverage in the world. It has a hot,

slightly bitter, astringent flavour which many enjoy. Most of the people of Bangladesh

drink tea as a refreshment drink, but now a day it has become a habit of many. The

different tea companies of Bangladesh are trying to innovate new ideas to capture peoples

mind. Some of the tea companies in the have succeeded capturing the minds of the

customers while others are busy to establish their brand name on peoples heart. Most of

the companies have strong determination& follow excellent marketing strategy. Most of

the companies are evaluated by their market growth rate & relatively market share.

Although there is not much difference between the tea of different companies but the

companies try to differentiate from each other targeting a specific group. As most of the

people are heath conscious being aware of that different companies try exclusive methods

to please people assuring the better quality of tea. Another consideration of buying the tea

is based on pricing. In this case pricing strategy is needed badly. While researching on

the pricing strategy we found that some companies are using market skimming while

others relay on market penetration. Companies also try to say that their products are

unique from their rivals. Companies try to capture peoples mind using the print &

electronic media which play a significant role on the emotions of the customers leading

them to buy the product. Through this the companies are trying to build a permanent

relation with the customers. Though some tea companies are not using the media as

expected, but most of them have done comparatively well. These issues have led us to

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conduct a research on the tea brands of Bangladesh. Watching the significant role of the

companies we decided to build our own unique tea brands to compete with our rivals. .

We have conducted this survey to learn about a realistic market situation, pricing,

competition, risks involved, profits and losses and mainly about all these brand’s

marketing strategies. We have also learned to find the probable loopholes in a brand’s

overall methods of selling their products and after educating ourselves on all these, we

have tried to show our entrepreneurship in building the blue-print of a new tea brand,

with our own strategies and ideas. Overall, we have not only learned, but have properly

applied in a real situation whatever that we have learned.

Methodology:

To launch a new tea brand in market we observed the existing tea brands movement. At

first we tried to learn about the top five brands which are ruling the current tea market.

We observed TV ads, heard radio, checked out billboards, printed media and other

possible sources. Then we came up with some idea of such brands. Second, we visited

small retail shops as well as large malls like Saiful General Store, Rakib Varieties Store,

Muslim Confectionary store, Khan General Store, M/S Haq General Store and many

more and tried to know current tea market more closely. To visit such stores we went to

Mailbag, Shantinagar, Panthopath, Uttoara, Kuril, Norda, Bashundhora and many other

places. We talked to the retailers to learn about their product and prices. We also asked

them how frequently and from whom they are taking products and which sales term they

are using. Next, we made some primary research on customers to learn about their

preferences, ideas, and objections of current tea brands. We did a customer survey, where

we used an organized questionnaire with eight multiple choice and two straight forward

questions. For our customer survey we went to more than eighty people of different

classes. We also asked them the reasons behind answering a particular question. After

getting necessary information’s from retailers and customers we learned about some gaps

of current tea brands which have become great opportunities for us to launching a new

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tea brand. In our research most information’s came from primary data. Besides we took

help from the book ‘Principles of Marketing’ by Philip Kotler and Gary Armstrong to do

our analysis.

Market/Top Brand Analysis:

Our group, consists of six members, went to Mirpur 10, Mirpur 11, Mirpur 14, Uttara,

Kafrul, Malibag, Shantinagar, Shegunbagicha, Goran, Rampura, Panthopath, Farmgate,

Dhanmondi, Kuril, Bashundhara and Baridhara for a quick survey on tea. We have found

a total of 14 bands of tea in different frequency. Our total tea band is 14 and total

frequency of these bands is 139.

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From the survey we have tallied the following results:

Name Frequency

Ispahani Mirzapur tea 30

Lipton Taaza 28

Tetley premium 17

Finley 18

Seylon Premium tea 10

Nur Ready tea 4

Kazi & Kazi 11

Acme premium tea 4

HRC tea 8

Paragon Argo black tea 2

Magnolia tea 1

Kwality tea 2

Twinings 2

Brook Bond (Red Label) 2

Total 139

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From the survey we can say that our top brands are:

1. Ispahani Mirzapur tea

2. Lipton taaza

3. Finley

4. Tetly Premium

5. Kazi & Kazi

Product Analysis

Product Level:

Core: Refreshment drink (Type-convenience product)

Actual: Black tea dust in plastic air-tight packet (To dissolve in water and drink)

Augmented: For further info – In the present there is no extra offer for the tea by the brand. But in the past we can see some offer like with a 500gm tea bag you will get a spoon free by Ispahani Mirzapur tea. Now a day people are not getting any free or augmented offers by the company.

Packages:

In the packages we can some changes. A company is different from another by appearance is determined by their package.

Ispahani Mirzapur Tea:

For a sample packet of tea (not tea bags):

Yellow-red (bordered) colored packet, with large labeling/logo of Ispahani Tea in white and golden (border) color in the front.

A picture of a ladies hand holding a tea-spoon in a tea cup is given. Also labeled in Bengali in the middle and back of packet. Manufacturing date, expiry date, price and net weight indicated clearly at the back

of packet.

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Actual contents or processing is not indicated anywhere in the packet.

Bar code was given in our 400g packet.

Lipton taaza:

For a sample packet of tea – 200g (not tea bags):

Yellow-green coloured packet, with large logo of Lipton Taaza in front of the pack.

A female model’s picture (in a tea garden) was given at the front of packet. Lipton started its journey from 1869. Label information is given in Bengali and English language. Manufacturing date, expiry date, price and net weigh and also production chart

indicated clearly at back of the pack. Actual processing not indicated in the packet.

Finley:

For a sample packet of tea (not tea bags):

Yellow-orange coloured packet, with large labeling/logo of Finlay Tea in red and white colour in the front.

No pictures given. Original year of company’s formation indicated in the front as – ‘since 1896’. Also labeled in Bengali in the side and back of packet. Manufacturing date, expiry date, price and net weight indicated clearly at the back

of packet. Actual contents or processing not indicated anywhere in the packet.

Bar code was not present in our 50g packet.

Tetley:

For a sample packet of tea (not tea bags):

Blue coloured packet with red and yellow stripes and yellow coloured back. Tetley brand name given in English and Bengali in the front of packet.

Picture of cup of hot tea in the front of packet, with borders labeled with ‘premium leaf tea’.

Original place and year of company’s formation indicated in the front top of packet as London, England and 1837 respectively.

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Contents mentioned as – black tea. (back bottom of our packet) Processing not mentioned.

Manufacturing date, expiry date, price and weight indicated clearly at the back of packet.

Bar Code present at the bottom back of packet.

Hrc:

For a sample packet of tea (not tea bags):

Yellow-orange coloured packet, with large labeling/logo of HRC Tea in red and black colour in the front.

A picture of a tea garden is given. Also labeled in Bengali in the middle and back of packet. Manufacturing date, expiry date, price and net weight indicated clearly at the back

of packet. Actual contents or processing is not indicated anywhere in the packet. Bar code was given in our 100g packet.

Features:

We have found some major different in features in different brand.

Ispahani

Packed by the M.M. Ispahani ltd Ispahani complex,1916/2072, Pahartali, Chittagong, Bangladesh

“Mirzapore is one of the finest tea gardens in the country. Its produce now comes to you the most modern packets designed to give you fresh tasting flavor tea from Ispahani.”, as written at the back of packet.

Actual product attributes or benefits not mentioned anywhere in our packet. BSTI approval seal present. (BDS – 1107)

Lipton Taaza Lipton Taaza tea packed in 83 Nasirabad Industry Area, Chittagong. ‘Cheers Your Senses’ is written in front of the packet. BSTI approval seal present. (BDS – 1107)

Finley

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Packed in the Srimangal gardens, and comes from the largest manufacturers of tea in Bangladesh – The Consolidated Tea & Lands Co (BD) Ltd (incorporated in Great Britain).

“High quality freshly packed garden tea at no extra cost”, as written at the back of packet.

Actual product attributes or benefits not mentioned anywhere in our packet. BSTI approval seal present. (BDS – 1107)

Tetley “Blended from the finest teas in the world”, as written at the back of the packet. Product attributes given as “unmatched experience, superb taste and no other tea

compares to Tetley”. Further, “every cup of Tetley tea is perfected to give you rich colour, an alluring aroma and a great taste’. (back of packet)

Product benefit written in Bengali – “for your good health”. (back of packet) BSTI approval seal present. (BDS – 1107)

HRC

Produced in H.R.C. building, Agrabad commercial Area of Chittagong

“You can always be sure of a quality cup of tea from HRC. Because we blend only the youngest, finest and the most flavorsome tea leaves to give that special, unbeatable taste”, as written at the back of packet.

Actual product attributes or benefits not mentioned anywhere in our packet. BSTI approval seal present. (BDS – 1107)

Product forms:In every firm as they are trying to capture the market they are producing different product forms. For tea there are various different types of tea from one company. The product forms are given below:

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Ispahani:The most popular forms are:

Mirzapore Best Leaf Tea Ispahani Bag in Bag (Tea Bags) Mirzapore Tea Dust Ispahani Green spot tea

Lipton Taaza

The most popular forms are: Lipton Taaza Fresh Tea Lipton Darjeeling Tea. Lipton Chai Latte Caramel. Lipton Yellow Label Tea. Lipton Red Label Natural Care.

Finley The most popular forms are:

Finlay Gold Tea Finlay Tea Finlay Tea Premium

TetleyThe most popular forms are:

Tetley Premium Tea Tetley Choice Tea Tetley tea

HRCThe most popular forms are:

HRC Clone Tea HRC Super Tea HRC Clevedon Tea

Price10

Product size & price:

In the market for the top brand we have seen some similarity and dissimilarity in price

and product size.

For some cases we have seen that the product available all are using same size of product

but different prices.

The price and chart are given below:

Brands 50g 100g 200g 400g 500g

Ispahani 17 tk/= 31 tk/= 60 tk/= 116 tk/= 125 tk/=

Lipton

Taaza

17 tk/= 31 tk/= 66 tk/= 124 tk/= n/a

Tetley n/a n/a 60 tk/= 110 tk/= n/a

HRC 18tk/= 26tk/= 75tk/= 128tk/= 138tk/=

Finley 16tk/= 30 tk/= 65tk/= 110tk/= n/a

Others:

1. Lipton Taaza tea bag - 50tea bags- 60tk/=

2. Ispahani 100g in 50 tea bags – 48tk/=

Pricing strategy:

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In the market the companies do not use same pricing always but their strategy is almost

same as others.

Ispahani:

Ispahani Mirzapur tea has capture most of its market. It follows an affordable pricing.

The information we collected is by means of asking around in retail stores. Ispahani is the

star of the tea industry. However, they did not include the 1,000g pack. Our conception of

them is that they are ignoring this untapped portion of the market as there is no need to

include a 1000g pack as a customer can buy two 500g to fill in that gap. The retailers had

sufficient knowledge about Ispahani as it sells very well in the sectors of the market.

According to the retailers in Rampura, Uttara, Ispahani came into their market very early

and seem to attract much customer but their sales is huge as they attract small time

restaurants more for their endurance in making tea.

Lipton Taaza:

It is equally popular as Ispahani. It can be found all over in Dhaka city. Their price is

very reasonable. In most of the sizes of tea packet it follows the marketing price and

charge almost equal price to the Ispahani Mirzapur tea. In case of 50g and 100g their

price is same but in case of 200g and 400g their price varies form each other. But we

have found that there is no tea packet of the size of 500g. As we can most of the cases

they use competitive pricing.

Finley:

Finley is using price penetration in the packed of 50g and 100g but for the packed of

200g and 400g they are using price skimming. As we can they are using a combination in

pricing strategy. In their product line we can see clearly, they don’t offer any 500g tea

packet.

Tetley:

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Tetley tea is almost out of market but in some big supermarkets we can still find Tetley.

In their price line we can see only two sizes of packets. One is 200g and 400g.in case of

200g there is no change in price compared to Ispahani. But in case of 400g they are

taking a low charge then its competitors. So we can say that for its 400g sized packet they

are using prince penetration.

HRC:

The retailers had insufficient knowledge about HRC as it does not sell very well in the

sectors of the market we surveyed but is superbly popular in shantinagar, According to

the retailers in Shantinagar bazar. HRC came into their market rather late and doesn’t

seem to attract many customers but their sales is huge only in certain areas as they attract

small time restaurants more for their endurance in cooking.

In their price line they are taking low price on its 100g packed but for its other packet the

company is taking a high price for the product. As they are mostly using their market

skimming and they also have 500g packed in the market.

Pricing insights:

In the market the competitors need use different marketing strategy to make their product

more effective than their competitors.

Ispahani:

They are trying to capture the attention of the retailer and they want to become more

effective. So they are charging less to its retailers. They are also paying some popular

store to sell their product by promoting it to customers. Odd pricing may be used at times.

Lipton Taaza:

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In some store and some places Lipton Taaza is the most popular. Lipton sometimes

charge a bit higher than their competitors, specially for the 200g and 400g packs, as they

have the internationally renowned brand Lipton associated with it. Customers are willing

to pay this slight extra price for getting a popular and high quality branded product.

Finley:

The firm is charging low compared to the competitors. Their product is not so popular.

So they are trying to attract its customers and maximize market shares by charging low

price therefore they are using price skimming.

Tetley:

Tetley has small product line and they have charged more for their product. But they are

not getting the desired attention. This is mainly due to their poor promotion and

distribution, according to the retailers.

HRC:

HRC don’t promote their product so much. But they are trying to beat the customers by

using a comparatively cheaper price. It follows Ispahani in most cases and it also has all

sizes of products in the market.

Place Analysis

Retail practice

Usually most retailer takes order of product from the wholesaler. Tea is a convenience product, so company usually don’t use too many channel to distribute the product. Therefore retailer need keep connection with the wholesaler to take their desire product.

Ispahani:

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In many retail store retailer give order for their product to the wholesaler. Sometimes they engages their own personnel agents to being their desire product from company. On the hand superstoles make sure of Ispahani Mirzapur tea from company agent.

Lipton Taaza:

In case of Lipton Taaza retailer are also taking order from wholeselle. in many cases retailer uses the same strategy as uses for the Ispahani Mirzapur

Tetley:

Usually most of the wholesaler distributes the product. Normally Tetley don’t use any independent channel to distribute the product. Instead of that they often use corporate wholesaler.

Finley:

we come to know that Finley company have their own wholesalers which is said by many retailers. The retailer uses contract with Finley Company on monthly basis. But in small shop they don’t usually have any contract with the wholesaler.

HRC:

HRC has many products in its product line, so they have a good distribution system. But the product is not as popular as like its competitors, therefore retailers have to follow less retail practice about Hrc.

Frequency & Volume:

Frequency means how many times the retailers are ordering the product from their

sources.

Ispahani:

Ispahani is one of the most popular tea brands in current market so retailers have to order

it frequently as it has great customer demand therefore in retail shops Ispahani is ordered

mostly on weekly basis. In some of the small retail stores, Ispahani is bought about

20packs of 100g and 200g mixed on weekly basis. In big superstores 100g and 200g

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packs are bought about 80-100 on monthly basis. 400g and 500g are found also, but in

relatively lesser quantity.

Lipton Taaza:

Lipton is also a very popular brand. Retailers of small shops follow identical strategy as

Ispahani, as they give order in weekly or monthly basis. Compared to Ispahani, Lipton

has lesser demand in big superstores. Lipton Taaza is also bought about 20-30packs of

50g, 100g and sometimes 200g on weekly basis. Whereas in superstores 100g and 200g

400g are bought about 50-70packs on monthly basis, depending on area and demand.

Others:

Tea brands like Tetley, HRC and Finley are losing their demand in current market.

Because customers prefer Ispahani and Lipton more than other brands still some large

malls and superstores who are engaged in selling these brands. But they are giving orders

for them in intervals of 3-4 months.

Sales Terms

In the market retailer often use account payable to make profit. Companies sometimes

have more account receivable then their cash. In the market the companies need to make

a good relationship that’s why they often use payable practice. For different company we

can see they use this practice too often.

Ispahani

Usually in most of the small retail or grocery shops, products are bought with cash

directly, as they buy in small volumes and maintaining records often become

complicated. However in most of the large supermarkets or shopping malls.

In small retail shops, Ispahani tea products are bought from the wholesellers/distributors

in the interval of weekly basis and sales terms are variable – sometimes they pay a little

amount of cash when buying the products and later on fulfill the amount after the product

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is successfully sold, and in others cases the retailers pay the entire cash within 3 or 4 days

of purchasing. If products are defective, they are returned during the cash transactions.

In large supermarkets or malls, volumes of Ispahani tea is bought every 3-4 days,

depending on sales and inventory analysis. They both use cash and credit terms. Some

shops pay directly to the whole-sellers with cash, while others wait for the end of the

month to finally get detailed inventory and sales information and then pay, so these

supermarkets buy on credit on monthly payable terms.

Lipton Taaza:

The demand of Lipton Taaza is comparatively less in big supermarkets or malls, but they

are sold in nearly equal volumes compared to Ispahani in small retail shops across the

country.

Similar to Ispahani, Lipton Taaza is also bought in weekly basis by small retail shops,

and the sales terms vary. Nearly all of them buy the products with cash directly,

sometimes paying a few days later, depending on their relationship with agents or

distributors.

Large supermarkets buy Lipton Taaza with cash, every 3-4 days like Ispahani.

Tetley, Finlay and HRC:

Tetley tea has a poor distribution system, so their products are not available in a lot of

small retail stores across the country. They are mostly available in large supermarkets

only. In small retail shops, if available, Tetley tea is often bought with cash fortnightly or

even on monthly basis. Large supermarkets buy on credit terms on monthly basis.

Finlay also has a relatively poor distribution system, and has a similar reputation to

Tetley. Retail stores buy with cash, after long periods of time, while supermarkets buy on

credit terms in monthly basis.

HRC is rarely available in small retail stores, varying only from region to region. In large

supermarkets, HRC is bought in credit terms, usually on monthly basis.

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Store Display:

Companies often promote their product by offering some cash to the retailers to display

their product in attractable places. Different companies use different approaches to build

attractable customer relations. Tea is a convenience product and all of the brands are

almost the same, hence the customers generally don’t choose or decide a lot while

purchasing it. Therefore store display of tea is of not very much importance generally.

Ispahani:

Ispahani company often try to tell the retailers to place their product in a good and

attractive place. They also pay retail stores incentives to display their product in the

middle of the shelves, where it would be attractive for all the customers. Retailers are

also paid for extra promotion like posters, banners, billboards etc.

Lipton Taaza:

Lipton Taaza is also a leading tea brand in our country, and they almost follow the same

patterns used by Ispahani. They also pay some additional amount for their promotions.

Other brands:

HRC, Finley and Tetley don’t think much about the extra promotions as it increases their

expense. But HRC places all of their products altogether in the same level or place on the

shelves of stores. Finley and Tetley are not much concerned about their store display.

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Promotion:

Advertisement:

Tea is one of our daily habit products. In every day most of the people take tea as a habit.

There are so many stores which are only running by the tea and some other associated

product. The tea stall has become one good source for tea for some young generation.

Some tea company is making heavy promotion for their product.

Most of the tea company is using non-personnel. They are showing some benefit and

other features of the product. Thus some other company is not using that much promotion

for their company.

Ispahani Mirzapur Tea:

Ispahani Mirzapur tea is the most favorable tea in Bangladesh. It has captured a huge

market share by their huge promotion. Almost every retailer store preferred this brand. In

the customers mind this brand has made a good image. This brand makes heavy

promotion in media, store billboard, billboard and sponsorship. They used advertisement

in the television and their advertisements are often seen in different popular television

channels. They are often seen in different cricket event as sponsoring the event. Their

brands are often seen as the billboard or as a poster near the retail store. Most of their

products used in the tea stall.

Lipton Taaza:

Lipton Taaza is another famous brand in our country. This tea is first launched in India.

Taaza is a 20 year old brand with strong presence in North & West India. As the people

of our country are more exited in Indian television show, this brand gets a great response

from our country.

This tea brand is using different media sources like television, store billboard, store

display. Some time the company uses a huge promotion by creating an event like a

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concert in different place of the country. The company is trying to catch a use response

from the country so they are using a huge promotion in the media like television.

Tetley tea:

Tetley tea was a popular tea in our country but recently this tea is not found in most of

the store. They were a famous brand but their poor promotion lose market share.

But sometime their advertisements are shown in the television but rare. They use some

promotion via store, poster and so on.

Finley tea:

They use television source to promote their brand. In the television Finley tea are often

seen. But in recent days this brand reduces their advertisement but their advertisements

are done by various billboard, poster, stiker and so on.

HRC:

This tea is rare in the store. They don’t use that much promotion in the television. But

sometime their advertisements are seen in television. Their brand name is often seen with

the name of some old store. But their brand is almost out of market because of low

marketing and promotion. In most of the retail stole their brand didn’t exit. But in some

big store this brand is found.

Media:

Media is the main source for delivering their desire promotion. Different firms use almost

same sources of media.

Ispahani Mirzapur Tea:

Ispahani Mirzapur tea is the most favorable tea in Bangladesh. It has captured a huge

market share by their huge promotion. Almost every retailer store preferred this brand. In

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the customers mind this brand has made a good image. This brand makes heavy

promotion in media, store billboard, billboard and sponsorship. They used advertisement

in the television and their advertisements are often seen in different popular television

channel. They are often seen in different cricket event as sponsoring the event. Their

brands are often seen as the billboard or as a poster near the retail store. Most of their

products used in the tea stall.

Lipton Taaza:

Lipton Taaza is another famous brand in our country. This tea is first launched in India.

Taaza is a 20 year old brand with strong presence in North & West India. As the people

of our country are more exited in Indian television show, this brand gets a great response

from our country.

This tea brand is using different media sources like television, store billboard, store

display. Some time the company uses a huge promotion by creating an event like a

concert in different place of the country. The company is trying to catch a use response

from the country so they are using a huge promotion in the media like televisions.

Tetley tea:

Tetley tea was a popular tea in our country but recently this tea is not found in most of

the store. They were a famous brand but their poor promotion lose market share.

But sometime their advertisements are shown in the television but rare. They use some

promotion via store, poster and so on.

Finley tea:

They use television source to promote their brand. In the television Finley tea are often

seen. But in recent days this brand reduces their advertisement but their advertisements

are done by various billboard, poster, sticker and so on.

HRC:

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This tea is rare in the store. They don’t use that much promotion in the television. But

sometime their advertisements are seen in television. Their brand name is often seen with

the name of some old store. But their brand is almost out of market because of low

marketing and promotion. In most of the retail stole their brand didn’t exit. But in some

big store this brand is found.

Types of Advertisements:

Tea is a convenience good. This good is sold with a little effort but a huge promotion can

get a good respond from the final customer. Therefore different brand often use similar

way to communicate with the customer. Almost every brand use non-personnel and mass

promotion to converse with there customer.

Ispahani Mirzapur Tea:

Ispahani Mirzapur tea is using huge and mass promotion. They are using television and

other billboard to capture attention of their customer. Thus their concentration is to keep

the market and keep all other brand out of the market. Therefore they are keeping in

touch in with their customer so that their customers always keep in touch with them.

They are also sponsoring various friendly events to build a good brand image. Thus this

brand got a good response and they are also targeting the retailer to promote their product

toward the customer. As the tea has a good distribution process it is well known to all.

Their additional strategy is word of mouth which is very good for creating a good brand

image.

Lipton Taaza:

The brand has a competitive advantage over their competitor in promotion. As in our

country most people are getting addicted to the foreign culture this brand is getting a

huge response from our country. As housewives are more familiar with this brand, and by

watching Indian TV channels, it got a good rejoinder from its customer. Taaza is using

non-personnel and mass promotion to get attention of the final customer. Taaza is now

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giving more advertisements in television of our country then before. It is also using

billboard in road and poster in font of the store and so on. The Taaza is also having a

good advantage as it is one of the product of Unilever therefore the brand is getting a

good brand image. They are also paying money to the retailers to show their brand in the

font row of the shop.

Tetley tea:

Tetley has a good image in the outer country. The product is trying to attention of their

customer to recapture their brand image. Thus this tea is now using television and trying

to capture their old image so they are using wide promotion. They also used different

sources to get their market share. But the product is not using any sponsorship to build a

got image. Therefore this brand is not found in all places or store. Tetley need to do more

promotion to recapture their previous position back.

Finley Tea:

The brand is popular in our country but has a low market share. The brand is using wide,

mass, non-personnel promotion to contract with their customer. Customer of tea is less

sensitive so a personnel selling is not a good idea for their promotion therefore they are

not using this kind promotion strategies. But Finley is making their best use to the media

by giving more and more advertisement in the media.

HRC tea:

HRC has so many products in their product line so they are reducing their individual

promotion. They gave less advertisement in the media. But when ever their poster or

billboard is seen in the anywhere their all product are seen in the post. HRC tea is not

giving that much advertisement as individually. But their advertisement and promotion is

for a huge group of people

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Advertising Element:

For a good advertisement, marketer need to study which model or person is good for the

advertisement. Otherwise the promotion will give a bad or negative impression of the

product. Many marketers think that for an advertisement young people, old man, male

female worker and housewife is the best choice. The choice need to be taken very

carefully as a wrong decision can make a very bad impression toward the customer.

Therefore the product might be fallen down or may get out of the market. Various

company various model or person to make their advertisement better then their

competitors.

Ispahani Mirzapur Tea:

The brand is giving more advertisement then other brand and they are also changing their

advertisement in very short time. In their advertisement they are using various ages’

people and showing that all of them are taking tea in their daily work of life. Thus often

use young people and old man to make the advertisement more meaningful. But in their

previous add they shows the tea garden of the sheylet and they clime that their tea are the

best and they are also using the worker to make their advertisement more meaningful.

Other advertisements are similar and their ads are providing similar massage. Their

advertisements are often length in around 40 to 60 seconds and their massages are often

same.

Lipton Taaza:

They are often using little advertisement. Their advertisement is all about their product

and they are using young people and housewife to do the ad. In one add of their product

in Bangladesh they only tell that their product has different size and the ad was only 14

second long. They also use young model to tell that they are getting inspired by drinking

The tea and Taaza is making them to do work at which they are best.

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Their most ads are seen in the Indian television and their Taaza like to prefer young

women then other model or person. But most of all they are not targeting the superstar to

do the work but unknown and simple model to make the advertisement. But for billboard

they are not using any model to make the promotion. They are using model in the

package of the tea.

Tetley tea:

Tetley is willing to take young and working model. But they have reduced ad in

Bangladesh therefore Tetley ads are shown less then other of its competitors (No TV

ads). But in some place only the product is shown. In some big shop we can see the blue

color packet with no model in the packed. Most of their advertisements are now seen in

UK. Thus it has become one of the famous brands in UK.

Finley tea:

In Bangladesh Finley tea is using various business men and husband and wife to create a

meaningful advertisement. They also use various good locations like hotel, office, tea

garden and so on to do their advertisement. They are using model for promotion and they

are trying to create a good image by these model. Thus Finley is now showing their

product more then their model. They are using tea garden in the font of their product.

Their ad length is around 40 sec.

HRC tea:

HRC shows expert to promote their product. As they are showing that expert are picking

the tea leaf from tea garden and they are giving price in various ceremony. The brand is

trying to tell that the expert control most of the decision in the firm, and recommend this

brand. They are trying to promote their quality over everything else.

Key Message:

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Only a good model or a good promotion cannot make sales. It needs to have good

massage to make the promotion meaningful. Sometimes a good message can capture the

social ethics of their customer. Most marketers do one thigh which to create an argument

which can be one side of two side argument. But the main factor is the key term. What

the product is all about. Various products or firm create various massage to keep them

ahead to their competitors.

Ispahani Mirzapur Tea:

The product is trying to say that almost every one is using the product and most of them

are from different occupation from different age and different location. They claim that

the first smell of morning came from ispahani Mirzapur tea. In every step of our life we

take tea for refreshment. They also assert that this tea is the proud of the core people of

this country and are famous from 1820.

Lipton Taaza:

The brand is saying that the people who tasted the tea are getting some inspiration to do

some work. They are saying that the product has the fresh leaf from the best garden of the

country. Sometime they use ad to tell the various kind of the product. They are claim that

teas can weak up a people to do the best thing at which he or she is best.

Tetley tea:

They are showing their product more then the model. They are trying to say that they are

the best and their tea is the best tea in the tea garden. But in UK they are showing more

model then product. In there they are showing that this tea is more liquid and also it

brings lives to some folks. Their key massage is “That’s better that’s Tetley”

Finley tea:

Finley tea claims that this tea makes a man healthy, more responsive, and attentive. Thus

they said that Finley tea is the real tea.

HRC tea:

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The brand is claimed that they are the best tea in the garden and they choose their raw

material by the suggestion of the expert and they expert always take the best decision.

They also claim that they are the no. 1 tea of the country.

Execution method:

It is the process through which different brands try to exert their message convincing the

customers to buy their product. Brands try to seek into customers mind through strong

execution methods

Ispahani Mirzapur tea:

Ispahani Mirzapur is trying to say in an explicit way that we need tea from morning to

dawn in our everyday life. They are using slogans like,”koti koti manusher golpe bhora

cup” as a result of brand loyalty. They are demonstrating their products through print &

electronic media.

Lipton Taaza:

Lipton Taaza is using words such as”cheer your minds”. They are saying now their tea

bags are better than before as the humidity of the tea bag is remaining the same because

of a special barrier bag. They are showing advertisements in tv,radio,billboards as well as

posters on buses & shops. Lipton Taaza has been promoting themselves through news of

radio amar 88.4 fm & in a evening show in Ekushey ETV. They are continuously trying

to retain customers by giving extra promotional free products like (glass, spoon or

coupons).

Finlay:

The brand is promoting through billboards & posters on buses & shops. Finlay is also

using print & electronic media for promotion. They are saying slogans like “Finlay cha

ashol cha” for establishing their brand name on customer’s minds.

Tetley:

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Tetley is using different methods in terms of advertisements. Recently the brand is not

using any sort of TV advertisements in Bangladesh. Rather they are advertising in

billboards & sometimes their posters are seen in some shops as well as rare

advertisements in different newspapers & magazines.

HRC:

HRC is using the same sorts of methods in terms of advertisements. Nowadays there are

no TV advertisements to be seen for HRC. But they are trying to seek the customer’s

attention by advertising on billboards, posters printed on different shops & sometimes in

newspapers.

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Sample Customer Questionnaire:

Please circle your choice and fill in wherever necessary:

In which age group do you belong?

a) Under 18 b) 19-25 c) 26-40 d) above 40

What is your occupation?

……………………………………………………………………………………………..

What is your level of income (per month?)

a) Under 20000tk b)20000-50000tk c)50000tk & above d) None

1) Which brand of tea do you like most?

a)Ispahani b)Lipton c)Tetley d)Finlay e)HRC f)Others

2) How often do you drink tea?

a)Once daily b)Twice or more daily c)A few times a week d)Special occasions only

3) Where do you prefer to buy tea from?

a)Grocery store b)Supermarkets c)Agents d)Company store

4) What is the most important factor when you are buying a pack of tea?

a) Brand name b) Price c)Taste/Quality d)Packaging e)Flavors f)Others

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5) What is your most preferred type of tea?

a) Black tea b) Green tea c) Milk tea d) Lemon/Fruit tea e) Others

6) Are you satisfied with your current brand?

a) Yes b) No

7) Are you influenced by the media advertisements?

a) Yes b) No

8) If a new brand enters the market, what are the benefits you are looking for in them?

………………………………………………………………………………………………

………………………………………………………………………………………………

9) Do you want to add any new flavors?

a) Yes b) No If Yes, then please specify …………………………………………

10) What should be the packet size of the new tea brand?

a)50g b)100g c)200g d)400g e)Others

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Analysis:

We have created a customer questionnaire, and distributed it amongst different people in different places, to get their likings, feedback and opinion on the current 5 brands of tea that we are surveying and also their expectations and suggestions on a proposed new brand of tea in the market.

Major Findings:

In the first question we asked which brand is preferred more to them. The answer was too expected as most of the customers are in favor with the Ispahani. The percent was huge compare to other that is 70%. But in second position Lipton hold only 10%. Tetley, Finley and other hold 5% each. And inexpertly HRC didn’t hold any response in the customer mind.

The brand which most favorable in our country is Ispahani with a huge response from the customer and they are holding their position.

Then we want to know from where they will like to buy their tea brand product. With the question we found that the customers are excited to bye from the superstore. We found that almost 55% f the customer like to bye it from superstore and other 45% want to bye the product from the retail stores, which also include grocery stores but no one is willing to go to the broker, agent or to company.

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When we ask them what is the most important factor for which they are buying the product. Most of the customers are buying the product the because of the taste and quality. Almost 65% are interested in the taste and quality. To compare to this only 25% of the total customer are willing to bye because only of the brand name and only 10% of the remaining customer are interest in the flavor. But no one is exited to price.

B lac k tea

G reen tea

Milk tea

L emon/F ruite tea

others

When we ask if they are satisfy with their current brand almost 20% of the customers are not happy with their current brand but other 80% is happy with their current brand.

In this case we can see that most of the people are happy with their current brand and they are not interested to change their current brand.

Most of the customers are really

interested in milk tea and 75% out of all

customers are really wants to try milk

whenever they get change. But 15% of

the customer often takes black tea as

choice. 5% customers want green tea

and another 5% like lemon or fruited tea.

In most of the tea store they serve milk

tea but they also serve black tea on

customer demand.

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There are some other factors which are important and provide some great information. In most of

the cases the people we have survey are aged above 14 years. And they are from different

occupation. Some of them are businessmen others are employee but we also have some

unemployed and student in our study.

From the study we have learned that almost 55% of the people we have surveyed take tea twice a

day. In associate with this 25% people take tea ones a day. There are 20% people who don’t take

tea quite often as they take tea in occasion and others.

There are almost 80% people who are happy with their current band and there are 55% people

who are not influence with the advertisement.

When we want to know that are they want any new flavor in tea 55% people wants new flavor in

the market and 45% don’t want any new flavor. So a new flavor can capture the market if the

flavor can touch the people or customer but the customer has different choice in flavor so a new

flavor needs to be taken very carefully.

The surveys also stated that all sizes are accepted by the customer and they are happy with it. We

can see that 20% like 50g tea bag, 25% like 100g, 25% like to use 200g tea bag and 30% will

buy 400g tea bag. Here we can see that no one is giving there vote for a new size to be launched

as others is 0%.

Implications:

From what we have found out, a significant majority of people in our country are the stereotypes.

From this we can further conclude that most of the people here don’t really differentiate a lot in

drinking the tea of different brands, as usually they don’t even know the brand they are drinking,

especially when they drink tea in the small tea stalls, or restaurants (which is a major portion of

customers). The differentiation arises only when people personally buy tea for drinking at home,

and that’s where brand name comes into operation. This implies that most of them only drink the

2 most common tea brands – Ispahani and Lipton Taaza, as our pie chart suggests. This is only

possible due to the positioning of these two brands in the mind of consumers over a long period

of time.

While Lipton Taaza is famous due to the international brand name Lipton (which is associated

with Taaza), Isapahani has also captured a major portion of the market share due to its aggressive

TV ads and its availability, which is a credit to their distribution system.

While most of the middle and upper class people buy their tea on a weekly or monthly basis from

supermarkets, also a lot of people actually prefer buying tea from their nearest grocery shop

(which is a reason why Ispahani is popular). One thing has to be noted here, Tetley, Finlay and

HRC are available in only large supermarkets and few grocery shops so it is accessible to only a

part of the total consumers in the market.

So, Tetley, Finlay and HRC are the names of brands known to people, but they are not positioned

properly in consumers’ minds. This is mainly because of the lack of convincing advertisements

in TV/print media and the lack of aggressive sales promotion by these brands. While Lipton

Taaza and Ispahani already enjoy a popular market share, the other three brands do not seem to

be doing enough of what is required to regain their positions back from the market leaders.

From the data, we can also see that majority is motivated by taste/quality, and a significant

portion by the brand name – however, some but not all the customers have tasted all of the 5 tea

brands that we are surveying, and so they merely expressed their opinion on the popular tea

brands having good taste and being of high quality standards (again Lipton and Ispahani). So, we

can conclude that while taste is a major criteria for customer decisions, however, that taste is the

taste that they are used to for years and years (drinking Lipton and Ispahani), hence we feel a lot

of customers don’t want to change their current taste preference. Hence a lot of them mentioned

that they were fully satisfied with their current brand.

Surprisingly, a lot of people actually mentioned that they were not influenced by media ads,

when buying tea. Now, that is again because no matter what the TV, radio or print media is

trying to say, they prefer to buy that brand, which has high brand equity and has positioned

firmly in customer’s minds over a long period of time.

Most people desire for the best taste/quality of the tea, and they were not very bothered about the

pricing, as long as the tea impresses their taste buds. We took our opinion mainly from people

with income levels from tk20000 and above per month, however, a few people with less than

tk20000 income per month was also present. While other drinks may vary in taste a lot, and

consumers sometimes easily overlook it, however, when it comes to tea, no one is ready to drink

a second cup of a tea brand whose taste they dislike. However, again, when most people are

drinking tea with milk and sugar, its core taste diminishes significantly, and most well-made teas

taste the somewhat same to customers. The main differentiation comes, when drinking raw black

tea, green tea or other flavoured tea, and not all people drink that in Bangladesh.

One of the loopholes we can find here is that nearly all the tea brands in the Bangladeshi market

supply plain black tea, which is usually drunk by adding milk. The missing link here is the

variety in flavours. A lot of people, especially students and the younger generation want to drink

tea but not in the traditional method, as they want their own favourite flavour mixed with tea.

This could include some very weird flavours as well, like chocolate or berry flavoured tea. The

popular lemon, ginger or mint tea flavours are always desired as well, and a few brands here do

supply those flavours, but not much. This flavour variety could be a potential advantage for us, if

we are to establish a new tea brand.

The preferred package size varies among different customers, and they are quite happy with the

current brands package sizes, so any new brands launched can easily follow the current market

brands in this category.

New product development strategy:

1) Idea Generation:

Before even thinking about launching a new product, we have had to survey the current market

and analyze the strengths and weaknesses of the top tea brands ruling the market and also some

of the opportunities and threats (SWOT) which may affect them as well as any new prospective

brand like ourselves. According to our own customer surveys, people are highly specific to

buying the top brands, and they value the taste a lot. The cost price is secondary in their priority

lists. Hence we cannot modify the taste of pure black tea, something that they are all familiar for

generations and dream to rip out a giant chunk of the market share. So, we have planned to

introduce mainstream flavored tea for the first time in the Bangladeshi market. Its cost will be

slightly higher than normal tea, as the production costs are also higher, but our product will have

a strong positioning in the customer’ minds right from the word go. We will emphasize on the

fact that flavored tea contains all the essential nutrients of normal tea, plus a lot of extra nutrients

due to the mixture elements of lemon/fruits/ginger/mints and other natural ingredients that we

would incorporate with the plain black tea. Targeting is highly essential, and we also understand

that flavors are not everyone’s cup of tea, so we will also be providing normal tea for all those

who don’t want flavors.

2) Idea Screening:

We have personally reviewed our ideas, time and again, and the main flaw that we find is

probably the only thing that worries us as a new company, and that is the fact that not everyone

likes flavored tea. Our answer to the same question would be that we would only like to be

known as a company producing flavored tea for the beginning portion of our market life to

position in people’s minds from a totally new perspective and not be compared to Lipton or

Ispahani for any reasons, but it does not mean that we are not producing or supplying plain black

tea. So, to summarize it, we have chosen to enter the market, from an angle where there is

absolutely no competition from local brands, hence we have the potential to become the king of

flavored tea in the market. When we have attained that status, people will naturally go for our

normal black tea also; hence we would look-forward to beat Lipton, Ispahani and the other top

brands only when we have a firm-footing in the market. Of course, being realistic, we cannot

reap a lot of profit in the beginning of our journey, due to huge amounts of promotion and

advertisements required to inform and reassure people of the value and taste of something totally

new like flavored tea. So we might even have to run on losses in the introductory stage.

However, once we are rewarded with consumer acceptance in the growth stage, we can get

maximum market share in the flavored tea sector.

3) Concept Development and Testing:

The key issue here is to keep changing the products and its values according to customer needs

and demands. So, our concepts may be prone to change in the future. But before that, we need to

work on our product concept, idea and image.

Firstly, we have to reassure our customers about our product quality. So assuming that we

acquire a new plant, machinery and fresh batch of workers, very high importance has to be given

on the quality, proper packaging and in general everything has to be totally faultless. We

understand that we have a strong reputation to build and any tiny mishaps can doom us forever.

The pricing can be a bit on the higher level due to this extra care needed, but once we have

finished the ‘informing-people’ stage, we can then bring the price slightly down to gain more

acceptance. But, this little extra price will also provide us with some profit.

By this level, we need to be clear on our flavors, and have some proposed idea on packaging and

distribution. We plan to start out with 3 basic flavors of tea along with our normal black tea, and

after about 2 years, introduce new innovative flavors. Our packaging should have an exclusive

appeal, and distribution should start with major supermarkets and malls. We also have to ensure

how we will manage all the raw materials and other things.

The survey that we had done earlier was basically more on the current market tea brands, but

now a different type of survey need to be conducted. We have to summarize our entire concept

and ask people their opinion on flavored tea, specific to youngsters, teenagers and university

students, as we feel that they are our major target customers. We can start by asking different

people in shopping malls, going to small retail/grocery shops and asking them, which are all like

the previous survey, except that we need to be 100% sure about the flavors, and what customers

really want. We can also learn which customer segment will actually buy, which will merely

have an interest in our product, and who will actually ignore it completely.

We understand that this is the final interaction with the customers before producing and

launching the actual product through test marketing, so every bit of idea, likes and dislikes have

to be valued highly. The actual survey part will be short and very specific.

4) Marketing Strategy Development:

Target Market:

Our target market is people of belonging to the middle-class and above, with average and above

average income levels. Further segmentation would give us our main target customers which are

the young and new generation, i.e. people belonging to age groups 15-30. These is the customer

group whose lives are at a position of rapid change, hence their likings also change and we feel

that at some point of time they might want a variation in the taste of their tea – a change which

we are ready to cater for. However, it doesn’t mean that we would overlook our prospective

older customers who like flavored tea, but we would mainly dedicate our plain black tea line-up

for people of that age-group.

Value Proposition:

Tea is a highly valued drink, at every situation, and at every stage in life. We know that our

product will be compared to the existing market leader’s products in terms of value and cost, but

we have a slight upper hand. We deliver different flavors which they do not, hence we belong to

a totally different league, and here the competition is only the imported tea brands which offer

similar flavors (ex – Lipton and Twinings). Our value proportion needs to be short, specific and

precise – it should say exactly what customers demand and not confuse them. We bring superior

value to customers through our product by giving them more nutrition than normal tea, different

yet attractive variety of taste and we plan to reach out to customers in all parts of the country

through an effective promotion and distribution system.

Long-term goals, Profits:

Firstly, we plan to educate people about our innovative product, its health benefits and its

superior taste. The price, as we mentioned before would be slightly high, covering our extensive

range of promotional activities. So, the profit might be negative in this time period. Once we

have managed to capture about 50-60% of the market share of only flavored tea, we will then

promote our plain black tea, and then be able to compete with the existing top brands. Of course,

if our product line captures a major portion of the market, most of the other top brands will also

go on to launch their own range of flavored tea, as we may predict. But, however, we will tend to

always stay a step ahead of them by launching 3-4 more exotic new flavors at that very time, to

keep ourselves updated when others are just launching their first range of basic flavors. As more

and more competition arises, we assume that by now people are well informed about the

existence of our brand, we will then reduce price slightly, and aim for capturing more market

share. Everything is of course just a hypothesis, and is bound to change depending on the

realistic market situations. But overall, there is a hint of skimming strategy involved here.

Out of our total budget, maximum portion will be dedicated towards promotion, and informing

people through media advertisements and event sponsorship. This initial cost, which is quite

huge, will take some time to get recovered by the profits, we want to be at the break-even point

by 2-3 years from launching.

5) Business Analysis:

The market situation is prone to change within minutes. Hence we have to employ a team of

specialists to constantly monitor changes, along with our personal growth, sales, profit and

customer relationships. Before everything, we need this team to go through the details of the

yearly performances of most of the major players in this market, and also review their history. A

lot of compare and contrast has to be done, to reassure ourselves that we do not make any of the

mistakes made earlier by our competitors. All the statistics have to be arranged in this stage, and

the investments in various sectors have to be perfected and detailed sales and profit forecasts

have to be made, all complying with our budget. Only if statistically our conceived objectives are

met, then we can proceed with the product development stage.

6) Product Development:

This is the stage where ideas and concepts from the paper is converted into physical reality.

Before even beginning to develop the actual product, the factory, machineries and raw materials

have to be arranged and perfected. Since we are giving huge importance on quality, proper

hygienic conditions have to be maintained and then an experimental product developed. This

product should be further tested in the lab to ensure proper nutritional values and again, hygiene

and safety. Quality control has to be employed also. Only when lab test results are positive and

matches objectives, a standard has to be set against which we will then develop the actual

product on a mass scale. Constant reviewing and perfecting has to be done to keep standards

high and not making any errors as there is no room of errors in a brand new product.

7) Test Marketing:

We have already perfected our product and tested it under lab conditions, earlier. However, now

it’s time for the actual customers to taste it and get their feedback on it. So, we have to start up

small tea-stalls/booths in shopping malls and supermarkets where customers can receive a free

cup of flavored tea. Then our dedicated sales team will go to some of the popular tea stalls in

different corners of the city and offer a cup of flavored tea for a very minute price, which will be

shared with the tea-stall owner, and look for customer feedback, there. Different areas and

customers of various age, background and income-levels will be targeted here, and their response

will be observed carefully. Whether they like it or not, we are quite open to suggestions and

change. This is our first direct interaction with our customers, through our new product so

customer relations have to be perfect. Sales people employed for test marketing should be

friendly, enthusiastic and always eager to help and please.

By this time, of course, our promotional activities will have to be launched, to get people

informed, but not in full-scale, for if there are any last-moment changes to be made. This whole

process of test marketing all last over a month and finally all the results have to be laid out and

graphed. Customer behavior, eagerness, customer segments involved and many other factors will

have to be noted here, in addition to basic appreciation or ignorance. Changes in flavors,

ingredients or packaging, if required, have to be made, as the customers demand. Of course test

marketing will cost us some amount from our budget, but it’s very necessary. Along with

standard test markets, controlled and stimulated test markets have to be involved also.

8) Commercialization:

By now, our test marketing would have informed some people about our new brand. In this final

stage, it is time to get all the products in the market and start selling them, if everything was

alright from the earlier stage. Hoping that our tea-stalls/booths from the test marketing stage are

still there, we can start selling tea from these specialized booths as well offer free tea to those

who are still unaware about our brand. We would also have to give some special incentives to

supermarkets and other stores to sell our products and attract customers towards them. All the

types of promotional activities have already begun, and they are in full-swing by now. Right in

the beginning it’s not possible to distribute our tea to each and every tiny little tea-stall across the

entire country. So we started with the malls and big markets. Once our product is accepted, we

expand our distribution to grocery stores in every area of major cities like Dhaka, Chittagong,

Khulna, Slyhet etc. Then finally, we reach out to the remote areas, villages and all the tea-stalls

and restaurants there.

Marketing Mix Strategy:

Product:

Our product is different, is unique and should have a strong positioning in the mind of target

customers.

Core Product:

Convenience, refreshing hot drink – Tea.

Pure, garden fresh black tea with 100% natural flavoring ingredients mixed.

Actual Product:

As we mentioned earlier, we will initially launch 3 flavors of tea –

1) Lemon & Fruits

2) Mint Cool

3) Ginger & Spices

The fourth one will be the normal Pure Black Tea (which can be mixed with milk and sugar, as

needed).

These tea packs will only contain 100% natural extracts of fruits, mint or ginger and other spices

mixed with pure black tea to give a new strong taste and not to mention extremely refreshing

aroma. One of our key concerns will be the uniform mixture of tea with all other ingredients, so

that the taste does vary from cup to cup due to lack of uniformity in the proper mixture of the

ingredients. There will of course be no food colorings involved. The quality of our tea has to be

top-notch; otherwise we won’t be able to capture the market where brands like Lipton and

Ispahani already rule for years. We are planning to device a method to make the taste quite

strong, so that less amount of tea will be needed per cup, and hence help to create economy for

households as well as tea-shops.

We need to do everything which other brands are failing to do, so, our packaging will be glossy

paper packs (instead of traditional plastic), which can be fully recycled later on. Of course, that

means it’ll have to be handled with care, but at least we can enforce the slogan that we care about

the environment, while others don’t. Cost per pack will also be reduced. All our packs will

contain the nutritional values written on them. The packet itself will be simple, not too much

colorful and should have an aristocratic feel, even if it is just simple tea.

We know that it’s easier said than done, and also there is no such thing as an ideal product.

However, we are trying to take these initiatives to create an appeal from a different perspective

altogether.

Augmented Product:

We mean service when we talk about augmented products. All our packs will have our dedicated

website address and an address for sending in suggestions or complaints, written on them. With

these channels, we will be able to maintain a direct connection to each and every customer that

we will serve. Promotional free items will also be given out with our products from time to time.

Price:

Price is one of the main factors of creating a good introduction about the product. As in the

market we cannot set a lower price to beat the competitor even we also cannot charge a higher

price to make a huge profit. In both of the cases we will possibly be kicked out from the market.

So we need set a reasonable price to create a good market demand. In the market a new product

means huge promotion and with a huge promotion we need to construct huge distribution

system. We are charging the product size and taking a reasonable price to set match our expense.

In the market we have found that there are 50g, 100g, 200g, and 500g packet available. So we

are making a demand for 35g, 75g, 150g, 300g, and 500g tea pack. In this case if we charge a

little more then it won’t hamper our market demand. Our price for the product of pure black tea

is as follows:

Size 35g 75g 150g 300g 500g 50 Tea Bags

Price(tk) 13 25 48 89 129

But as we are also providing new flavors in the market and our main target is selling this new

product, so we are going set a different price chart for it. As the production cost of flavored tea is

higher than black tea.

So our price for all the 3 types of flavored tea is as follows:

Size 35g 75g 150g 300g 500g 50 Tea Bags

Price(tk) 17 34 65 124 200

This is not equal to local market price, but this price setting is based on some comparison. One

reason is to beat our competitors’ price and their products. For example, the brands Ispahani

Mirzapur Tea and Lipton Taaza have 50g tea in the market at price 17tk. And their 100g packs

are priced 31 tk. So we are bringing total new size and priced product to the market to beat this

pack and size. Like to beat 50g tea bag we are bringing 35 g at 13tk compared to 17tk it sounds

less. With the 100g pack we are using 75g of tea at 25tk which sounds less than 31tk. In the

market as we are bringing new size, we are using odd pricing in the beginning in most cases.

This is because we are not the first company to bring the product and we need to survive in the

battle as a competitor. In case of sizes of the product, there is a possibility to beat the competitor

as our competitor cannot change their size as it will be too expensive and too tiresome for the

entire company. In other words, our competitors cannot compare their products with us in size

and price, so if we take this chance to charge a little higher then it will be inconsiderable for most

customers.

Promotion

In any business a good promotion brings good sales and market share. As we are launching a

new product we are going to need a good response from the customers. At the very beginning of

our journey we need to build our brand image in the market so that we can survive for long. The

customers in the market are not so conscious when buying this kind of convenience products, so

we need to do a huge promotion to win the mind share of the customer. But before making a

promotion we need to clarify what we need to do to capture the market so that we don’t make a

mistake which can eliminate us from the market.

Strategy:

We will try to reach our target customers by using every possible way. We have found that, in

the present market there are fewer competitors for this kind of product and they don’t use too

much promotion for their respective products but they all have a good brand image. So a good

promotion may help us to enter the market and also to maintain a distance from our competitors.

But the main purpose for our promotion is to get the attention of the final customer.

To capture and build a good market share we need to find our target customers as we have

targeted almost all age of customer except children but we won’t target all customers by our

advertisement and we will segment our promotion according to age.

As we all know that most of worker are age above 30 years old and are mostly interested in the

news and talk, so we need to capture them by the media and billboard. We will try to reach to the

housewives and working age people through the media. Therefore our advertisement shown in

the media will be targeted for this working class of people.

We will promote our product to the new and young generation age under 30 years old by a

sponsoring various events. We will reach this kind of customer by organising various events in

the school, college, university, and other various hang-out areas and so on. We will also use

media and offer various shows to attract them. We will use radio to promote our product but in

this media we will target the students and mainly all the people in their youth. We will also reach

to this customer via internet as most of the young people are always in the search of something

new and interesting online. We will advertise in various social networks. We will also open fan

club on Facebook, Twitter, Hi5 and others where we will update regularly because most of the

student and young people use this kind of social network to communicate to others.

We will also organize different events to keep ourselves in the market and to create a good.

Events like concerts and university shows can help to attract a lot of young people who can later

on influence their family members and friends through all forms of gossip.

Types of Advertisements:

We will use both electronic media and non-electronic media to reach our customer. We also

promote our product by sponsoring various events, TV show, concert, and also some small

shows.

In the electronic media we will use Television, Radio, and Internet. In the print media we have

segmented it by giving advertisements in newspapers, magazines, leaflets, billboards, brochures,

and posters. We will also use billboards, banners, and bus or taxi advertisements as out of section

to keep in touch with our customers all time.

Media:

We are selecting almost all possible way to reach to our customer. In the media we will make a huge

promotion but not all the time. This is because we have learned that in the summer people are more

concern in the soft drink and most of them will not be willing to pay much attention to tea, so we will

reduce television advertisement. In addition we will keep touch with our customer by non-electronic

media and print media.

  Jan Feb

Ma

r

Ap

r

Ma

y Jun Jul

Au

g Sep Oct

No

v Dec

Billboards

Newspapers x x

PR & Road

Showsx x x x x

Association

Subscription

Promotional

Objectsx x x x x

Printed Ads

TV Ads x x x x

Sponsorships

Transportation

In the television we are going to promote through advertisements all throughout the year except

the month of April to July and we will promote road shows in January to March and September

to December, excluding the summer time. Ads which we will always use through the year are

association subscription, printed ads, sponsorships, transportation. The promotion objects will

not be applicable in April, May, June, September, and October.

In the December and January month we need all sources of the media as in this time cold raise

and the demand of the tea will increase. During the summer, more and more customers will look

forward towards juices and soft drinks and promoting tea aggressively is not a very good idea, so

we have decided to drop a number of our advertisements during this period. But as we have said

that outside promotions are more for students we will reduce promotional objects during the time

of their exams when they are usually very busy.

This calculative decision above will help to reduce our expenses to increase our total profit

levels, as we need to control our expenses to increase our productivity and other performances.

Model / Presentation:

In our advertisements on the television we are going to promote professional adviser, teacher,

housewife, doctor, office worker, and tea maker. We will promote different models in different

advertisements sometime a combination depending on the type of ads we are going to do.

Models don’t have to be famous in the beginning. We can get brand-ambassadors much later on,

but not now. But for the radio we will use lady vocals as lady vocals are soft. We will also use

soft music in the radio to attract the customer. We will also pay money to different professional

people to promote our company. We are not going to use any model in the out of home segment

as in the billboard poster as this segment is for all. We will make a really good noticeable and

well emotional advertisement for this segment. Sometimes we will also use some emotional

advertisement to get attention of the consumer to do the right things in life which will help to

create a good image. We will establish the fact that we care, not only by giving you

Key Message:

A good brand needs a good message to keep in touch with the customer and to build a strong

relationship. A good message can promote a quick response. Our key message will be “More

than tea. More than refreshing.”

In this message we are trying to promote the fact that we care about the customers overall well-

being and not only making them drink a refreshing cup of tea. We are going to show the

customers the benefits of the tea itself and on top of that the added benefits due to the natural

flavoring ingredients. Our entire promotional activities will be based on emotion to which people

can connect daily in their own lives. We will not only focus on stating that ours is the best or

how drinking our tea will benefit people, like many other brands, but we will try to touch our

customers hearts by being realistic, sentimental and by gradually building on a caring image of

ourselves.

Distribution

People can recall the product but if they don’t get what they want and where they want, then

their choice and test can change. Therefore with a good promotion a good distribution needs to

be prepared. If the distribution is successful then the company can increase its sales. Many

marketers agree that any company can lose its market because of its poor distribution.

In the product development stage we will provide the tea in various tea stalls for the feedback.

After developing the product with the feedback we will introduce the product to the market and

we will use a wide-intensive distribution method. Our primary target is to make our product

available in every corner of our targeted geographical locations. We will also try to attract the

shopkeepers of the retail stores and the tea stalls. In every tea stall we will try to make them use

our product as tea stall is a great source for tea. We will try to contact with various distributors

and whole-sellers to make a good distribution of our product.

Channels

A number of alternate 'channels' of distribution may be available:

Distributor,

Retailer (also called dealer or reseller)

Distributors:

First of all we will make sure that our materials transported properly to the supplier. The supplier

will check whether the materials are properly used and the raw material are good enough to be

used. The suppliers will then transfer the raw material to the manufacturing plant. In the firm the

core/actual (which one) product will be produce under a good supervisory and then it will be

transfer to the wholesalers. We will divide whole seller into three parts.

Primary wholesaler ( large- sized)

Secondary wholesaler ( medium-sized)

Tertiary wholesaler (small-sized)

This segmentation is done to make sure that our distribution system is running properly in

different place in different geographic locations. In the primary wholeseller they will cover the

huge area and also keep all the detail report of the segment. The secondary wholeseller will be

segmented to cover the tea stall around the targeted tea stall and finally tertiary wholesaler will

cover the big super mall and some retail store according to the segment. In this case the primary

wholesaler will be the corporate wholesaler and others will be in dependent wholesaler.

Retailers:

We will try to keep in touch with all kind of retail stores including super mall, retail stall and tea

stall. In the super mall and retail stole we will try to put our brand in a good visible place. This

can help us to get the market by promoting our product via retailer.

Monitoring and managing channels

As we have said previously that we will segment our whole seller to three different parts and will

also manage the channel through the primary wholesaler. When we are managing the wholesaler

we will motivate the channel and manage it by a monitoring channel.

It is difficult enough to motivate direct employees to provide the necessary sales and service

support. There are many methods for achieving such motivation. Perhaps the supplier offers a

better margin, to tempt the owners in the channel to push the product rather than its competitors

and compensation is offered to the distributors' sales personnel, so that they are tempted to push

the product.

Monitoring and managing channels, we will complement a direct sales force, calling on the

larger accounts, with agents, covering the smaller customers and prospects.

Conclusion:

The tea market in Bangladesh is already quite saturated with top-class brands, who offer taste,

cost-effectiveness and variety. There are more than 15 such brands in the market, out of which

we have only analyzed the various marketing factors of the top 5. Out of these, 2 are established

market leaders. After gathering all the information collected, we can surely say that it is not easy

for any new brand to beat or even come close to these top brands in terms of competition and

overall sales. But, creative and innovative marketing strategies can always be formulated, and

customer attraction induced, if we can learn from the mistakes or drawbacks of these current

brands, and that is exactly what we have tried to do here. Our brand “” was based on variation,

differentiation and a constant strong promotion and distribution. Some of the current brands have

lacked in this department, so we have looked forward to acquire all our thought-out objectives in

this sector, if we are to establish our brand name. We have learned in theory and applied those

theories in real situations to check ourselves. Of course, actual launching, production and selling

of a new brand of tea is far more difficult than stated within this paper, but this is only our first

step and we still have a long, long way to go.