Presentation given by Mohsin H. Alqamari, Farzan Hasan Nazeer, Muneeb Iqbal, Syed Ahmed Owais, Aamir Thobhani, Adnan Hasni on Launching Nestle Nescafe Tea to Sir Iftiqar Munir in the course of "Marketing Management" at Hamdard University City Campus (HIMS).
Marketing Management, 11 th edition, Phillip Kotler.
2007 - 2010 1Hamdard University Students
H A M D A R D U N I V E R S I T Y
Mohsin H. Alqamari - MEXN 230529
Farzan Hasan Nazeer - MEXN 230525
Muneeb Iqbal - MEXN 230543
Syed Ahmed Owais - MEXN 230541
Aamir Thobhani –Mexn 230523
Adnan Hasni – MEXN 230546
Mr. Iftikhar Munir
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Introduction of Tea Plant
Tea (Camellia sinensis)
Evergreen wildly grows into medium size tree,
under cultivation it is pruned and trained as
low spreading bush. Into medium size tree,
under cultivation it is pruned and trained as
low spreading bush.
Drink as a beverage: 7th century
Spread to Japan: 1000 AD
Europe: 17th century
Discovery of wild tea plants in Assam: 1823
Establishment of tea committee in India: 1834
Raising of nursery in Bot. Gardens Calcutta: 1835
Commercial cultivation in India: 1836
Today, tea is the world's second most popular drink (after water). It's easy to make,
affordable and one of the fastest growing beverages (6.5% over 5 years). So enjoy your tea.
Everyone else in the world definitely is.
1. Requires deep, well drained and acidic soil (pH 4.5-6.5)
2. Intermittent rainfall of 1000 mm or above per annum
3. Optimum temperature: 12o
C - 30 o
4. Altitude: Ranging from sea level to 2000 meter
5. Relative Humidity: 60 – 80 %
• Propagated both from seeds & cuttings
• Both green & black tea is processed from the same tea plants
• Has an economic productive life of 70-90 yrs. Is non-palatable to animals
• Grows as evergreen bush or medium size tree
• Highly cross-pollinated and self sterile
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Tea is a beverage made from the processed leaf of a plant whose Latin name is: Camellia
Tea is a stimulant, a very mild stimulant, since it contains caffeine. It contains fewer
miligrams of caffeine per equal-sized cup than does coffee, but more than cocoa. Tea
contains small quantities of tannic compounds technically called polyphenols (not tannic acid
used in tanning leather), vitamin A, B2, C, D, K, and P, plus a number of minerals in traceused in tanning leather), vitamin A, B2, C, D, K, and P, plus a number of minerals in trace
amounts and also aromatic oils. The tannin compounds and essential oils are, in the main,
responsible for the flavor of tea, the color, the astringency (dryness), and the delightful
aromatics. These last two substances or compounds join forces to produce the high, medium
and base notes of tea that one experiences .These compounds which combine to produce the
delicate and sought-after nuance flavors of tea cannot be determined chemically by analysis
of the tea. All tea analysis comes out basically the same regardless of the variety or where in
the world the tea is grown. It is in the well-developed palate of tea devotees that this
decision of goodness is allowed to rest its case.
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Types of Tea
1. Black Tea
This tea is fully oxidized and is very high in caffeine. There are 4 steps involved in the
production of this tea; withering, rolling, oxidizing and firing or drying.
2. White Tea
This tea is the unopened bud of the tealeaf. After the bud is picked, it is withered and the
moisture is allowed to evaporate and dry. It is very high in antioxidants and low in caffeine.
3. Yellow Tea
This tea is rarely found in the states. It is a green tea with yellow leaves that were
encouraged to turn yellow by the stir-frying stage of the tea making process.
4. Green Tea
This tea is high in antioxidants, Vitamin C and other vitamins and minerals. The freshly picked
leaves are allowed to dry, then are heated to stop the oxidation.
The leaves are processed immediately after plucking. They are wilted in the sunlight, shaken
in bamboo baskets to bruise the edges, then shaken again and spread out to dry until the
leaf turns slightly yellow. There are two categories of oolong- fragrant and amber.
6. Pu ehr
This is a compressed tea produced only in China. This tea has health benefits reputed to aid
in digestion and weight loss. It also helps to lower cholesterol.
These teas are scented with the addition of flowers or herbs and can be a white, green,
oolong or black tea. To scent the tea, the tealeaves are layered with jasmine, orchids or other
blossoms and herbs.
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Introduction Of Nestle:
Nestle is the leading FMCG company of Switzerland established by Henri
Nestle. Nestle is serving worldwide with its more than 500 factories in 86
countries comprising almost all continents. Nestlé’s product portfolio is more
than 500 products all over the world serving best to their customers.
Henri Nestlé endowed his company with the symbol derived from his name.
His family coat of arms, the nest with a mother bird protecting her young,
became the Company's logo and a symbol of the Company's care and attitudebecame the Company's logo and a symbol of the Company's care and attitude
to life-long nutrition. The Nestlé nest represents the nourishment, security
and sense of family that are so essential to life.
The first product made by Henri Nestlé, a food for babies who were unable to
breastfeed. His first success was a premature infant who could not tolerate
his mother's milk or any of the usual substitutes. People quickly recognized
the value of the new product, after Nestlé's new formula saved the child's life,
and soon, Farine Lactée Henri Nestlé was being sold in much of Europe.
Nestlé has been serving Pakistani consumers since 1988, when the parent
company, the Switzerland-based Nestlé SA, first acquired a share in Milkpak
Ltd.2007 - 2010 6Hamdard University Students
The consumer's voice is the key to Nestlé Pakistan's vision and working.
Whether you live in the remotest village or the metropolis of Karachi, Nestle
consumer services team stands ready to listen to your concerns and provide
answers about our products and guidance on matters of health and wellness.
Nestlé’s global vision is to be the leading health, wellness, and Nutrition
Company of the world. Nestle’ Pakistan subscribes fully to this global vision.
In addition to that, Nestle Pakistan also envisions to:
• Lead a dynamic motivated and professional workforce that is proud of
its heritage and bullish about the futureits heritage and bullish about the future
• Meet the nutritional needs of all age groups through a diversified
product range that contains an innovative portfolio of branded food
and beverages of the highest quality
• Maintain long-term growth and deliver shareholder value
• Establishing responsible communication with the consumer which in
turn can provide us a better look into what changes need to be made
to our products
• Strengthen the position as the best career destination for talented and
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“Nestle is dedicated to providing the best foods to people throughout their
day, throughout their lives, throughout the world. With our unique
experience of anticipating consumers' needs and creating solutions, Nestle
contributes to your well-being and enhances your quality of life.”
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Tea is the cheapest and most popular beverage that served at both professional and social
gatherings all over the world. In Pakistan, it counted as a staple food item of common person
and an integral part of our culture and heritage. Due to these causes, Pakistan consumes a
substantial quantity of tea.
Tea is Pakistan's favorite hot beverage. Although efforts made to cultivate tea in the
mountainous areas, the projects could not achieve the desired results. Under this scenario,mountainous areas, the projects could not achieve the desired results. Under this scenario,
tea imports rose from approximately US$ 120 million in 1998-99 to US$210 million in 1999-
00, showing an increase of over 65 per cent. Its imports were US$173 million in 2002-03.and
still it is increasing.
The above figures show that the total tea market present in Pakistan is 150,000 tons and the
organized market show 80,000 tons and the unorganized show 70,000 tons. Here organized
depicts the market owned by the brands and unorganized depicts that this portion is owned
by the loose tea. The main competitor for organized tea market is the unorganized tea
market present in Pakistan.
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MARKET SHARE PICTURE
Our focus is on organized tea market. Where different companies like UNILEVER and TAPAL
are holding the main market share. Some other companies also present in the market but
having very low share of the market.
Unilever Pakistan limited has 43% market share
Tapal private limited has 41% market share
Vital tea limited has 6% market share
Tetley has 4% market share
The remaining 6% belongs to other market share in the organized
Unorganized market also captures a good market share in the total tea market of Pakistan.
70000 tons out of 150,000 consumption is of unorganized tea.71percentage of total
population of Pakistan are living in rural areas. Due to illiteracy and lack of awareness, they
are consuming unorganized tea, which is mainly affecting the organized tea market. Due to
this, they are enjoying a very big market share of the total tea market.
Organized segment mainly depend on the imported tea. Mainly big players are importing
tea from different countries like Kenya, uk, Bangladesh. Last some year’s imported figures for
Pakistan is described in the chart below.
Unorganized tea is mainly smuggled from different neighbor countries of Pakistan. That’s why
it has a large proportion in total consumption of tea in Pakistan, which is 70000 tons of total
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The main competitor of Nestle is Tapal & Unilever Pakistan, which has the 43% of market
share with its different brands as
Yellow label has the sale volume of almost 10000 per ton and its other brand Supreme with
the lead 16000 per ton. Its lead is due to more rural and small towns which this brand is
targeting. Overall the Unilever has the sale volume per ton of almost 34000. A-one kark is
also another brand targeted to the rural areas
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“To satisfy our stake holders as a guiding principle in our principle be a
benchmark for quality, creativity and ethical values.”
The objectives of the marketing plan are strategically centered on 3 criteria
• To create a strong consumer awareness against unorganized tea product,
• To establish a wide brand recognition through the capture of market shares in
the multi segment, and
• To become the main challenger in that particular segment within the strong
research and development.
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The target market is that they are defining for our brand Nescafe Tea is the A class
and B+ class. The target of this brand is the urban areas of the country and along with
the use in offices and business class as well.
MARKET CHALLENGER STRATEGYMARKET CHALLENGER STRATEGY
The strategy adopted by the Nescafe Tea is marketing challenger strategy.
Nescafe tea would be basically the one to one competitor against Lipton yellow label.
The class and geographical location we can say is almost same for both the brands
TO A class and B+ FOR NESCAFE TEA
DIFFERENTIATION DANEDAR TEA
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o Tea Beverage
The actual product
o Packaging and labeling: see figure in fronto Packaging and labeling: see figure in front
o Branding: brown color, aspect of refreshing, hard pack and soft pack both.
o Trade name: Nescafe Tea, a Nestle product
o Brand personality Freshness, Healthy, Innovative, etc.
o Brand equity: Nescafe Tea provides a quality, consistent, innovative and
accessible tea reputation.
Product life cycle: Nescafe Tea is a product at its Introductory stage so they are
trying to capture the share of its competitor and finding new multiple segments to
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The pricing strategy that we are following for Nescafe is cost oriented as the price
that Nescafe is taking is comparatively low then its main competitor Yellow label tea.
The price going for some products are
200 grams Nescafe Tea Hard Pack 85Rs.
400 grams Nescafe Tea Family Pack 160Rs.
Prices for Lipton Yellow Label Tea
200 grams Yellow Label 95Rs.
500 grams Yellow Label 235Rs.
So its price we can say that varies according to cost and even in high quality which
they are claiming their price is low as compared to Yellow Label Tea.
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CHANNELS OF DISTRIBUTION
Manufacturer ------◊◊◊◊ Distributor---------◊◊◊◊ Retailer --------◊◊◊◊Consumer
The channel of distributions according to this brand Nescafe tea is simply as shown
by the diagram as manufacturer to distributors who vary according to geographical
dispersion and then to retailer to final consumer. Nescafe has a great channel of
distribution not only to this brand but also all other brands that vary geographically
according to consumer needs.
Nescafe has 5 main warehouses in Pakistan which are located in the following cities.Nescafe has 5 main warehouses in Pakistan which are located in the following cities.
From these warehouses the product move to the distributors channels. And from these
distributors the product move to the next, which is retailer and then to the consumer.
This is also one of their strengths that they have a strong distribution channels.
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1. MARKETING PLAN:
1. PROMOTION STRATEGY
SETTING OUR GOALS
Need to introduce our Nescafe Tea in such way that we may easily catch the target
market and win some market share. For that we will announce some sort of
Contests/ Award Promoting Plans and Premium offers so that the market may be
attracted with these promotions and try our product.
We can announce a contest in some of our supermarkets, the promotion, which willWe can announce a contest in some of our supermarkets, the promotion, which will
start from the day of the launching the Tea. Various programmes for tea lovers and
those who want to know more about the different types of tea offered by Nescafe.
By this promotion Nescafe will educate and reward consumers by giving away free
samplings and by holding contests for consumers. Contests will be if they purchase
the new Nescafe they will get a chance to win a stay at PC Burbin for 2 nights and 2
We will also offer 10% increase in the Tea with the same price for the first 3 months
promotion. And after catching the prospects we will remove this promotion.
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1. MEDIA STRATEGY
The Media Strategy is a very important and crucial strategy as the viewers need to
be properly aware of the new product and its benefits. Through media strategy we
will be able to catch the viewers sitting at home, driving their car, listening to the
radio, walking on the streets, going to shopping center, super markets, online
advertisements, etc. So the Media Promotion Strategy will play a vital role to ensure
that the viewers keep this Tea on the TOP OF THE MIND.
Nescafe will be promoted through different media channels, banners, bill-boards,
add commercials, radio adds, Direct Marketing for free Tea Testings at different
MEDIA EFFECTIVE FREQUENCY
Nescafe advertisements on Television need to be on the crucial timings on some
family channels like PTV during the evening and 9 pm news, also the commercials
need to be on some Indian Channels as well due to family dramas and movies, so atneed to be on some Indian Channels as well due to family dramas and movies, so at
the intervals the first add needs to be of Nescafe . Frequency of this advertisements
needs to be very high in the first two months and then we will lower it down after
catching some audience and target markets. Similarly on the Radio, the audio adds
need to be on some family Radio Stations like FM 107, FM 91 & FM 89 on the
commercials of some high frequency catching programs. We will be having a song
which will be running through out the commercial in order to keep the attraction on
We will contact Allied Media Corp. who will create and place our ads in the
appropriate media: TV, Newspapers, Internet or Radio, that will deliver our new
product message. Allied Media, will Improve the effectiveness of our marketing or
public relations promotions by integrating display magazine, newspaper, radio
advertising, and other creative media campaigns and increase our sales, customer
response, or increase traffic to your website. There are other media vehicles as well
which we can contact in order to get a cheapest way of communicating the message
to our customers.
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1. PR CAMPAIGN
The PR Campaign will also play a very important role in the light of the promotion of
Nescafe. Through the PR Campaigns we will catch the audience very quickly. Some
basic questions that we will help us at the time of planning our PR Campaign are as:
1. What is the medium for the strategy?
2. What are the key contacts?
3. How Strong are the necessary personal relationships required for this plan?
4. Is this plan thorough? Have we considered the downside risks?
5. Are we ready to deliver this package to media?
MEDIA RELATIONSHIP AND PUBLICITY
Media Relationship will be the most important aspect for our PR because the
effective media will generate publicity. We will even add value to our product by
participating in some of the awards ceremonies and sponsor them so that our
product can be caught in the eyes of people seeing the program either at that place
or at home.
Also some media celebrities will help us promote our tea by adding them in our
commercial advertisements so that they easily attract the audience and add more
sales to our product. Especially if we have Marina Khan Morning or other elder family
representative like Amna Haq or Dr. Shaista Wahidi. This way a large audience of the
middle and higher class will try to attempt the tea.
Also we will have a slogan for our Nescafe which will be some what like “Relaxing
means Nescafe ”.
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1- Product concept.
2- Product Differentiation.
3- Life Cycle.
Nescafe which is market leader in retail coffee market wanted to enter
the huge tea market of Pakistan which comprises of 150,000 million tons. So
they have researched and made a tea which gives consumers a strong taste
and aroma as its coffee provides.
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Nescafe has differentiated it product from its competitors on the basis
Medium Price Brand targeting Middle class, Youth and Intellectuals.
As averaged price strongly meets the current economic situation of
Pakistan where inflation is double figures and people are left with low
This tea is mend to capture that middle class market who are working
in intense situations , studying hard to build there careers and have tightin intense situations , studying hard to build there careers and have tight
schedules of meeting targets.
They are the ones who are exhausted a lot and need something to
revitalize, give them a brake and enjoy.
They are the one who have the need for a strong tea and can still
afford the luxury of having tea in these tight economic situation.
-It is packaged in Yellow and black so as to give an appealing look.
-Contained in foil to increase its life.
-Also available in re-useable airtight plastic jars.
-It is available in 200, 400 gram packs.
-Its 200 grams pack is designed as a SKU to capture small shoppers
shalves.2007 - 2010 21Hamdard University Students
Product Life Cycle:
Stars Question MarkStars Question Mark
Cash Cows Dogs
Since our Nescafe tea is a new product, therefore it is situated in the
Question mark portion of the BCG Matrix.
Needs Time, dedication and huge investment in marketing to move it
from question mark to Star position.2007 - 2010 22Hamdard University Students
-Youth (School, college and University Students).
-Middle class housewives.
-Tea that revitalize you.
-Gives you a brake.
-Give it a brake, make tea and enjoy.
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Industry Attractiveness from Poter`s Model
Forces Low Medium High
Barriers to Entry *
Barriers to Exit *
Power of Buyers *Power of Buyers *
Power of Suppliers *
Government Action *
Overall Assessment *
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Existing Product New Product
Existing Market Product Development
Anns offs Model
Existing Market Product Development
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chill with Nescafe Tea
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