Professional Documents
Culture Documents
Launch
Positioning
For
the youth, looking for a social
change.
Tapal Ice Tea is the brand of Imaged
Self, because only Tapal Ice Tea is the
choice of successful people who can
change the environment which they cohabit with their talk, behavior and their
outlook on life.
Brand Vision
To be the drink of choice
to quench thirst
Brand Competencies
Aspiration
Taste
Quality
Health
Brand Values
Refreshment
Liveliness
Fun
Classy
Brand Character
Sociable, joyful, lively
Playful, take things lightly, creates
a little fun n excitement
Impulsive, spontaneous, lives in
the moment
The Strategy
Objective
To make Ice Tea a product for
masses keeping high aspiration
values.
To be available in more
convenient formats both in terms
of distribution and consumption.
To achieve 10% & 20% Share of
Competition in Year 1 & 2
respectively.
SKU
Ice Tea Sachet will initially be
launched in 25 gms sachet at
a price of Rs. 6.
Configuration
12 Sachet = 1 Bundle
1 Bundle = 1 Box
24 Box = 1 Carton
1 Carton = 7.2 Kg
Price Structure
Retail Price
06.00
Trade Price
Price
Trade
05.50
(8.33%)
Dist Price
05.25
(4.08%)
Focused Towns
Karachi
Hyderabad
Sukkur
Multan
Lahore
Islamabad
Target
Sales Volume
M1
M2
M3
M4
Total
Karachi
17,280
11,520
14,400
14,400
57,600
Lahore
11,520
7,680
9,600
9,600
38,400
Islamabad
8,640
5,760
7,200
7,200
28,800
Hyderabad
8,640
5,760
7,200
7,200
28,800
Sukkur
5,760
3,840
4,800
4,800
19,200
Multan
5,760
3,840
4,800
4,800
19,200
57,600
38,400
48,000
48,000
192,000
Karachi
17,280
11,520
14,400
14,400
57,600
Lahore
11,520
7,680
9,600
9,600
38,400
Islamabad
8,640
5,760
7,200
7,200
28,800
Hyderabad
8,640
5,760
7,200
7,200
28,800
Sukkur
5,760
3,840
4,800
4,800
19,200
Multan
5,760
3,840
4,800
4,800
19,200
57,600
38,400
48,000
48,000
192,000
115,200
76,800
96,000
96,000
384,000
Peach
Total Peach
Lemon
Launch Quantities
Region
Peach
Karachi Region
Lahore Region
Raw alpindi Region
Multan Region
Hyderabad Region
Sukkur Region
10
10
TOTAL
37
37
Competition
TANG
Limopani
Energile
Star Mixer
Koolie
Lipton Ice Tea Powder (imported)
OTHERS, 1000
LIMOPANI, 2000
TANG
LIMOPANI
OTHERS
TANG, 8000
Car on
Trade Price (C arton)
Per C arton TO
C arton Price with TO
Per C arton Quant Disc.
Wholeseller Price with Quan. Dis.
Net C arton Price OFF after TO
Wholeseller Price with TO
TANG
TAPA
CE TEA
Differen e
1602.00
1584.58
36.00
36.00
1566.00
1548.58
16.02
15.85
1585.98
1568.73
-17.2458
64.58
51.85
-12.7342
1549.98
1532.73
-17.2458
-17.42
0
-17.42
-0.1742
49 ton
Rs.5
Rs. 245,000
21 ton
Rs. 2.201
Rs. 7.201
Rs. 151,221
Total
Total Amount in TO
Rs. 396,221
Marketing Strategy
TVC
Radio
Print
BTL
Promotional Support
TV commercial
Radio
Print Media
Out door
Buntings/mobiles/posters
Sachet hangers
Trade letter
Distributors circular
Sales briefing
Media Strategy
The media strategy will focus on catching the
attention of the target consumer profile,
coverage of target geographic areas, their
viewing patterns and adhering to effective
campaign duration.
The focus will be on the advertising objective
of creating awareness and acceptance.
Media Spend
POS
Timelines
Distr. Meetings with RSMs
Done
Launch Presentations
POS Rollout
Market Rollout
ATL Burst
BTL Burst
10th-31th April
Launch Event
10th April
RollRoll-out Strategy
OW
arac hi
Lahore
Islamabad
yderabad
Sukkar
Multan
S OS/ Y
O S
1 000
10
1 00
1 600
10
1 00
1 00
1
1 00
1 00
1 00
1 6
68167
O.
OF
YS
10 000
10 000
00
1000
1000
000
346500
O
O /
( t )
The whole marketing team will be out in the market for the first week.
Back-checks through market visits.
Van-details to be provided by the RSMs.
Daily Sales Tracking.
Merchandising by the DSFs.
Target Achievement & Display Incentives.
Merchandising Benchmarks
Poster Splash through Sales Team
Minimum three posters per shop
Proper placement of Bunting & Mobiles
Hanger to be placed at B,C & D class outlets
Top two shelves in outlets where our gondola is
placed
Top shelf in the Visi-coolers for Can display
Counter display for show-boxes
Target
chievement &
Incentives
isplay
Slab-wise Incentive
Rs.2000 incentive for 100% Acht
Rs.1000 incentive for 90% Acht
Rs.500 incentive for 80% Acht
Display Incentive
Rs.1000 incentive for best display in each territory
TE Incentive
Rs.2500 incentive on highest sales achievement in each
Zone
Launch Week
Nationwide Market Visits
Phase-I
PhaseConsumer ngagement
Consumer engagement at retail end.
Modern Trade Outlets in Khi/Lhr/Isd
Festivity
Sampling
Lucky Draw
Objective is to generate trail.
Phase-II
Phasectivities
Mystery Shopping
School n College Activity
Mall Karaoke Programs