Marketing Plan For a tea company defining its brand USP and different strategies to be adopted

1. TULIP GREEN TEA
BY GROUP 6
Prativa Biswas
Haythahie Sakthipriya
Vignesh
Naveen
Eunice Deborah
Anudeep
Sidharth Ala
Dharmendra

2. Brand Mantra : “Live an Organic Life”

3. PRODUCT VARIETY
TULIP
Lemon Tea
TULIP
Classic Organic Green
TULIP
Tulsi Ginger Tea
Variants will be composed with three flavors

4. OBJECTIVES
• To produce and deliver refreshing ,healthy, quality green tea
flavours
• Gross margin of 65 percent or more
• Net profit above 10 percent of sales
• Encouraging consumer to switch on to healthy diet habit
• Substituting other Brand variants in the
• Strong hold in the market within next 5-10 years from the time
of introduction
• Eliminating substitute demand

5. START UP SUMMARY
Start up expenses
Legal
Market Promotion
R&D
Others
Total Start Up Expenses
Start up Assets Nedded
Cash in Hand
Inventory
Short term Assets
Total Current Assets
Long term Assets
Total Assets
Total Start Up Requirement
Left to finance
Start Up Funding Plan
Investment
Owners Equity
Investor 2
Other
TOTAL INVESTMENT

6. COMPETITIVE COMPARISION
• Existing Competitors such as
– Lipton, Tetley Tajmahal , Organic India ,Himalaya Etc. are premier leaders in the Tea
Industry
• Engaging competition against firms using Natural ingredients without
added flavors
• Emphasizing the market by positioning our brand as a choice in their Tea
taste experience which uses only organic ingredients
• We will continue to examine our rival’s Fallbacks and Strengths, and
accordingly strategically promote our Strengths and eliminate Weakness.

7. MARKETING PLAN
• Marketing Plan
• Our marketing plan consists of providing a direct line of communication
regarding our product to current and prospective customers.
• Our ADVERTISING campaign will accomplish the following:
• Convincing customers that our company's products are the best in the market
• Enhance our company's Goodwill
• Point out the Needs and create a Desire for our products
• Improvise with new products and programs
• Draw customers to our business

8. MARKETING PLAN
• Our advertisements will be simple, transparent and easily
understood, truthful, informative, sincere, and customer-
oriented.
• Following are the methods of advertisement promotional media
for our home-based business :
• Personal contact
• Newspapers , Magazines , Newsletters
• Telephone directories
• Radio
• Online/Internet(social network)
• Flyers—Direct Mail
• Specialty Items (calendars, telephone pads, etc.)
• Brochures and Catalogs
• Coupon Mailers
• All of our correspondence will be professional, printed on recycled
papers and with clean typing free of any spelling errors

9. BRAND POSITIONING
• Value Proposition
• Refresh you with combination of highest quality
natural ingredients at a relatively good price.
• Positioning concept
• Experiential positioning
• Provide sensory stimulation

10. MARKET SEGMENTATION
TARGET MARKET-Three adjacent segments
• 18-23 years - College students
• 25-40 years - Young working professionals
• Above 40 years - Health conscious people

11. PRICING STRATEGY
The Price can be set to maximize profitability for each unit sold or from the
market overall but we will maintain our pricing positions as a premier
provider for what we are the best product available from the most
discriminating consumer.
Technique for Pricing used
• Absorption pricing
– A Method of pricing in which all costs are recovered. The price of the
product includes the variable cost of each item plus a proportionate
amount of the fixed
– Absorption Price will contribute to 90% of the product cost and 10%
shall be the Contribution price (which will maximize the profit )
• We intend to maintain our separation from the price competition at the
lower end of the business.
• Our plan calls for no significant changes in pricing. Price increases will be
due mostly to the fluctuation of our ingredient prices.

12. PRICING STRUCTURE
Segments Price Per Kilograms
Segment 1 : College Students Rs. 90
Segment 2 : Working
Professionals
Rs. 140
Segment 3 : Health Conncious Rs. 200
 As it is a new product we are giving 10% free for the
customers

13. Why do ?
Segment 1 prefer our product ?
– It Increases Fat Burning and Improves Physical Performance
– It Can Kill Bacteria, Which Improves Dental Health and Lowers
Your Risk of Infection
– It Can Help You Lose Weight and Lower Your Risk of Becoming
Obese
– It May Decrease Your Risk of Dying and Help You Live Longer
Segment 2 prefer our product ?
– Compounds in Green Tea Can Improve Brain Function and Make
You Smarter

14. Segment 3 prefer our product ?
• Green tea contains various bioactive compounds that can
improve health
• Antioxidants in green tea may lower your risk of various types of
cancer
• Green tea may protect your brain in old age, lowering your risk
of Alzheimer’s and Parkinson’s
• Green tea may lower your risk of type II Diabetes
• Green tea may reduce your risk of Cardiovascular disease

15. MARKETING PROGRAMS
Marketing Programs
Some of our marketing programs will include but will not
be limited to:
• Free samples
• Coupons
• Referral Discounts

16. SALES STRATEGY
Our sales strategy includes using the following selling techniques:
• Telephone Sales
• Person-to-Person Sales
• Retail and distribution outlets
Our sales strategy is outlined below in three phases.
• Phase One
– To accommodate our existing customers and to make sure that current orders and
subsequent orders are maintained.
• Phase Two
– Will commence when our facilities are expanded. We will then be able to develop
new products, accept new clients, and contact companies who have shown interest
in our products and be able to accommodate their orders. We plan to hire a highend-
quality salesperson to assist in defining our marketing program.
• Phase Three
– Will begin with the hiring of two additional sales representatives who will develop
our consumer program wherein we will begin to sell our product directly to an
individual via the web.

17. SPECIFIC SALES PROGRAM
• Distributor sales
• Web sales
• Retail sales
• Direct sales
• Telephone sales

18. CHANNELS OF DISTRIBUTION
Producers
Wholesalers
Retailers
customers
• Product will be
carried from the
manufacturer and
then to distributers
or other agents
• Requires Pro-scaled
transportation
channel as the
manufacturing plant
is situated mainly in
hilly areas

19. SWOT ANALYSIS
Strengths
• IMO Certification
• Loyal customer
• Production facilities
• Respectable position
• Efficient SCM
• Brand Name
Weakness
• Limited experience
• New entrants
• Brand Dilution
• Saturation of hot beverage
segment
• Product Penetration

20. SWOT ANALYSIS
Opportunities
• New product introduction in hot
beverages
• Greater antioxidants protections
• Export potential
• Untapped rural market
• Brand is attractive to our local
market and is part of traditional
drinking habit
Threats
• Strong competition
• Potential health issues
• Other Branded tea
• Internationally Increasing Tea
Prices

21. THANK YOU