Green Tea Marketing Plan

Narun g Green Tea Marketing Plan Powered by: Ali Hadi

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Executive Summary 

Nerung Green Tea    

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Two target markets 

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Young professionals and college students

Objectives 

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Product Place Price Promotion

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 

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Industry Analysis 

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

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The most likely substitute product for tea is coffee.

Environmental Analysis 

Largest percentage of Karachi-Lahore-Islamabad population is target market.

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

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SWOT Analysis  

Strengths IMO certification First mover advantage

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Weaknesses One supplier Limited experience

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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

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Need-based positioning  Health  Social network  Novelty 6

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

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Complementary products  Appetizers, snacks and pastries  Cold tea beverages to attract customers new to tea 7

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

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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 

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Price may be increased to reflect quality

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Promotional Objectives 

Develop awareness

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Generate traffic

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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’ Promotion Student 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 Promotion Annual 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 Customer Feedback 

Survey of brand awareness

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Focus groups to measure customer satisfaction

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Comment cards 18

Marketing Performance Evaluation Financial Performance 

Comparing actual revenues with plan quarterly

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Net marketing contribution yearly

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Adjustments 

Major changes performed no greater than quarterly

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One full year of purchases will determine seasonality

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August will be a month to adapt settings

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Thank you We are looking forward to seeing you at Nerung’s!

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