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NarungGreen Tea Marketing Plan

Powered by: Ali Hadi

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Executive Summary Nerung Green Tea

Product Place Price Promotion

Two target markets Young professionals and college students

Objectives Brand awareness of 30% and break-even of 180%

Performance measures Surveys, focus groups, and financial analyses

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Situation Analysis Company Analysis

Nerung will be the first business to operate under The Fedglobe.

Industry Analysis Nerung allows the shop to penetrate the hot drinks and the

ready to drink (RTD) tea market.

Market Analysis About 87% of all tea consumed is black tea and 12.5% is green

tea (Tea Association, 2007)

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Situation Analysis cont. Competitor Analysis

The most likely substitute product for tea is coffee.

Environmental Analysis Largest percentage of Karachi-Lahore-Islamabad population is

target market.

Most residents are in the “professional and business” or “health and social services” classes of employment.

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SWOT AnalysisStrengths

IMO certification First mover advantage

Weaknesses One supplier Limited experience

Opportunities Greater antioxidant

protection Tea sales Rs.15 to Rs.20 bn

Threats Lipton Green Tea Jasmeen Tapal Tea

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Target Market Two adjacent segments

18-23 years old college students 24-28 young professionals

Need-based positioning Health Social network Novelty

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Product: The Tea Nerung’s markets the “new thing” Organic tea and upscale presentation Relaxed atmosphere and healthy feeling

Complementary products Appetizers, snacks and pastries Cold tea beverages to attract customers

new to tea

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Product: The Shop Two-story building Different opening hours, seating

arrangements and marketing approach

Free Wi-Fi access Soothing colors (pastel green & bamboo)

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Place (Distribution Channel) Direct Channel of Distribution

Prepared tea served in the Hot Tea shops

Packaged tea sold in the shop and through Dhaba Chai, Canteen, Hotel.

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Price Price of Rs.210/kg for leaf-in tea Price of Rs.300/kg for leaf-out tea

Price may be increased to reflect quality

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Promotional Objectives Develop awareness

Generate traffic

Build loyal customer base

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Young Professionals’ Promotion

Information Event Sites Large number of young professionals

signed to network E-newsletters Prevents being overshadowed Choice of run time

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Students’ PromotionStudent Publications Reaches each school department Long life span

On-line Social Network (Facebook) Reach nearly 87% of the student body Low cost compared to other media outlets

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Young Professionals Sample Ad

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Students Sample Ad

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Community PromotionAnnual Festivals/Families Get together

Gain awareness Show community support Outlet for both target markets

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In-Store Promotions Tea barista Special holiday events Tea parties

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Marketing Performance Evaluation

Survey of brand awareness

Focus groups to measure customer satisfaction

Comment cards

Customer Feedback

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Marketing Performance Evaluation

Comparing actual revenues with plan quarterly

Net marketing contribution yearly

Financial Performance

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Adjustments Major changes performed no greater than

quarterly

One full year of purchases will determine seasonality

August will be a month to adapt settings

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Thank youWe are looking

forward to seeing you at Nerung’s!