MARKETING PLAN

ON
COMPANY/ PRODUCT NAME

Submitted by:

Submitted to:

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 Marketing
Plan for
Launching a
New Product

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 TABLE OF CONTENTS

Acknowledgement_________________________ 02
Executive Summary________________________ 03
Introduction of product______________________04
Current Marketing Situation__________________05
Objectives and Issues_______________________ 06
Marketing Strategy_________________________ 09
Action Program____________________________12

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 ACKNOWLEDGEMENT

In the name of Allah the praiseworthy, the passionate

whose blessing made it possible to complete this task.

We are highly thankful to our respected and dear Sir;

“_______” who provides us an opportunity to make this
marketing plan of “HOT TEA” new product named
“Green Lemon tea”, whose guidance and constant
encouragement helped us to complete this marketing
plan.

We hope that this project will serve as foundation stone

as we proceed towards practical experience.

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 EXECUTIVE SUMMARY

After1950 tea was first introduced in Pakistan at very low level it was
used for few people who was regarded to be sick as a remedy. Another
for low level of usages of tea was poor, then with the improvement of
economic condition and improvement in social status the people of
executive class started to use tea to take refreshment and after
burdensome routine of life.

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

But to current need and change in customer taste. we now launch Green
Lemon Tea. In the future to meet the expected change in consumer taste
and the enhancement in competitors of flavor tea we will in a specified
future time that will be specified according to our future strategy.

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 INTRODUCTION OF PRODUCT

Our brand name is “HOT TEA” and product name

“GREEN LEMON TEA”

Salient Features
HOTTEA has combined the tangy taste of lemon and the benefits of ginseng
with our pure green tea to create a drink full of clean, all natural taste and
vitality.

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

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

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

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

Substitute Competitors

 a) Kiawah
 b) Coffee
 c) Open Tea

Market analysis
In this section asking the question after checked the taste of green lemon tea.
The below response shows that majority of people rate Green lemon tea and
Supreme as No. 1 brand.

Which Brand is preferred by People?

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

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Income Level Effect on Tea
Response Respondent Percentage
Less than 6000 13 14.44%
6000 to 15,000 41 45.55%
16,000 and above 36 40%
Total 90 100%
This response shows that most of people that belong to high income level prefer
GREEN LEMON TEA. Other brands are preferred by low income people

OBJECTIVES AND ISSUES

MARKETING OBJECTIVE

1) Maximize sales volume

We will increase our sales volumes through
targeting new markets and new groups of society

2) Get the market share.

We want to get larger market through satisfying
our customers, this will be achieved through
focus on price, promotion and placing

3) Promote the product.

We will promote our product by all the ways of
promotion including television channels, radio
channels, newspapers, billboards, visiting in
colleges and universities and advertise on
internet and by e-marketing. This will promote
our product

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

We charge affordable price and give high quality to get a good position in the
customer mind this will lead to a great promotion to our product. We will be
quality provider as are target customer wants quality instead of quantity. Instead of
this one we will also offer the following.
 Important
 Affordable
 Superior
 Distinctive Taste
 Disposable Packaging
1. Product:
The product is consist on tea plant product with its great taste conscious
Smell and having International health standard. It is found in different
Packing as well as:
Packing Size
i) 500 grams
ii) 200 grams
iii) 100 grams
iv) 40 grams
Emotional
 Good and Attractive Taste
 Easily Available in the Market

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

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

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 S. No Packing Weight Retail
i) Family Pack 500 grams 220.00
ii) Medium Pack 200 grams 59.50
iii) Small Pack 100 grams 40.00
iv) Sachet Pack 40 grams 18.00

Position Regarding Price and Quality

Regarding quality our position shall be strong because of:
a) Good Quality
b) Distinctive Taste
c) Disposable Packaging
d) Easy Availability
HOTTEA is trying completely fulfilling the want of the consumer of tea with
improving taste quality in his product. The difference is visible in “Green Lemon
Tea” and others. It is easily available on any small and big shops. HOTTEA
always prefers the convenient of its customers.

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

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

5. Promotion:
It includes the following elements:
 Advertising
 Sales Promotion

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Advertising
Advertising is main factor to familiar the people with certain product. We inform
the people that what kind of the product is available in market and on what price,
for what purpose. In other words advertising mentally prepared the people to go
out and buy the product. Advertising has included various media suppose
(including newspaper, radio, TV and magazines that carry ads).

Marketing strategy
In this plan we will focus where our product will stand, what is our target market

TARGET MARKET
The target market of “Green Lemon Tea” includes all segments of the society.
Demographically the target market is very variable.
From the income point of view our target market is as follow:
1) Upper Class
2) Middle Class

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

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

 Geographic segmentation
 Psychographic segmentation
 Demographic segmentation

SEGMENTATION BASE SELECTED SEGMENTATION VARIABLES

Geographic Segmentation
Region Pakistan
City Size Major metropolitan areas, small cities,
Density of area Urban, suburban, rural
Climate cold, hot, humid, rainy
Demographic Segmentation
Age Under 12-17, 18-34, 35-49, 50-64, 65-74, 75-99,
Sex Male, female
Marital status Single, married, living together, widowed
Income Under 6000, 15,000 30,000

Education Some high school, some college, college graduate,

postgraduate
Occupation Professional, agricultural, military

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ACTION PROGRAM

As we have planned that we have divided whole market into segments we will
produce according to needs of customers, so we have launched number of
distributors, retailers, agents, so that our product can get maximum access to
market, and consumers can get easily in the market.

In first phase we will launch small amount of tea products, then we will make
analysis that how our product is satisfying the needs of customers, what are things
to require changing.

We have set reasonable price of product so our sales managers will check whether
the price is reasonable for each segments, every managers would report to final
authority about sales of product, then we will decide quantity of products.

We have divided our whole marketing into four geographical regions;

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

We will initially launch our product in Karachi, Lahore and Rawalpindi. We will
provide our product to wholesalers and retailers through the distributors and
through our own agents in these cities, after this we will expand our product range
to the whole country.

Acting upon our marketing strategy we will give different size packages to
different group of peoples so that we can satisfied our customers Our marketing
department will regulate all the plan and also responsible for the success of the
plan.

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  Green Lemon
Tea has
combined the
tangy taste of
lemon and the
benefits of
ginseng with our
pure green tea to
create a drink
full of clean, all
natural taste and
vitality.

 It’s a tea for the

exotic seeking
tea Drinker
Green Lemon
tea, natural
lemon flavor
with other
natural flavors
(contains soy
lecithin), pan ax
ginseng.

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 Contact number: Web address:
Office: 111-544-544 http://www.hottea.com.pk

The End

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