Narun

g
Green Tea
Marketing Plan
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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 Analysis
Strengths Opportunities
 IMO certification  Greater antioxidant
 First mover advantage protection
 Tea sales Rs.15 to Rs.20 bn

Threats
Weaknesses
 Lipton Green Tea
 One supplier
 Jasmeen Tapal Tea
 Limited experience

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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’ 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

 Focus groups to measure customer

satisfaction

 Comment cards

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Marketing Performance
Evaluation
Financial Performance
 Comparing actual revenues with plan
quarterly

 Net marketing contribution yearly

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

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