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Creative Brief
Prepared to New Leaf Tea
Prepared by
Dream Merchant Communications
12/29/2011
Overview
• “CHUMUKE CHUMUKE NOTUN SOJIBOTA” under this slogan New Leaf Company wants to make tea a popular and approachable drink for every one with.
• Target group: Male & female (age 15-35)
• Budget: In 2012 we are in break even. Profitability comes from year 2013 and profit will be 14,94,00000 crore.
• We introduce three types of tea; general Tea, special Tea with multi flavor and green Tea
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Product
General Tea
Green Tea
Special Tea
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General Tea Ingredients
Caffeine(15 - 70 mg per cup) theophylline, theobromine, wax, essential oils, calcium & vitamins A.
Why General Tea????It’s gives us energy. we know that it is the Theanine and the Caffeine working
together to create “Clear Calm” our mind.
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Special Tea IngredientsThe speacial tea ingredients are caffeine, Ginger, Lemon juice, alaici, long,
tejpata, Cinnamon , vitamins A, iron, magnesium, calcium,, and zinc.
Why Special Tea????Ginger, alaici, long, tejpata and Cinnamon are also well documented to help
the immune system. lemon is high in Vitamin C. It is also full of
phytochemicals. These are plant constituents that help boost the immune
system and much more.
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Green Tea Ingredients
The main green tea ingredients are caffeine ,theophylline, theobromine, wax, saponins, essential oils, polyphenols particularly catechins, carotene, vitamin C, vitamins A, B1, B12, K and P, flouride, iron, magnesium, calcium, strontium, copper, nickel, and zinc
Why Green Tea ????
All these green tea ingredients work effectively to ward off different types of cancer particularly stomach cancer, pancreatic cancer, colon cancer, esophageal cancer, liver cancer, and prostate cancer.
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Objectives
•First 2 year we will achieve 10% market share with 5%
repeat purchase
•3rd years we want to achieve 25% of market share with
15% of repeat purchase.
•Becoming market leader after 5 years we will achieve
38% market share with 25% repeat purchase.
• We will start our strategy with the theme of 100%
organic. It develop our immune system, loss the weight,
relaxation and prevent cancer.
•Creating a strong interest in the New Leaf Tea
experience and start a phenomenon spontaneous
communication and spread of what the ‘New Leaf Tea’
world stands for.
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Target Audience
Population Urban Young People
Targeted Class
Target Group
Actual Target people
16 Crore 6.2 Crore 3.7 Crore 2.5 Crore 1.8 crore 1.2 Crore
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Target audience(cont.)Total Customer = 1.2 CoreUnit Purchase = 1.2*12 = 14,40,00,000 (+)Repeat Purchase Unit = 5%(7,20,000) _____________ Total Unit = 15,20,00,000Per Unit Profit 12 Tk.= 181,44,000000(-) Fixed Cost= 175,00,000000 _____________ 64,40,00000(-) Variable Cost = 49,46,00000 ______________Net profit 14,94,00000
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Target audience(cont.) Buyer Type
• 40% women, 60% men
• Median age 25, with a range from 15-35
• Likely to live near a concentrated urban area
• Likely to have college or have an advanced degree
• Interested in running, hiking and outdoor healthy activities
• Average family income Tk.15, 000 to above
Relevant Industry: Coffee, Soft Drinks
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Target audience(cont.)
Key Motivation
There are four ways by which a brand can differentiates itself and can create a supreme position in the consumer’s mind. These are:
1. Offering differentiated benefit (Functional)
2. Increasing brand equity
3. Attractive packaging
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Target audience(cont.)
Where they get the information
• Broadcast media
• Print media
• Billboard
• Glossary shop
• Internet
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Target Audience
• Urban, metropolitan cities
• Age: 15- 35
• Middle Upper to Upper class income group.(income : 20000-avobe)
• Students, Employees
of corporate office, banks etc
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Competitive Landscape
Brand Competition• Ispahani Mirzapur• Lipton• Tetly • Kazi Tea• Sylon • HRC Form Competition• Coffee • Green tea• Dust tea• Soft Drinks
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Competitive LandscapePrice Comparison
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What we learn from competitors
• Form Kazi tea we learn how to set up a own small grocery shop in the prime locations.
• We have followed competitor’s marketing strategy like TV ads, Billboard etc…
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Creative Consideration
Tools Cues Impact
TV advertising Energetic ad play by young people
create brand personification that it will refresh them.
Sticker Colorful and exotic design Increase recognition level
Tea pot shape Different packaging Create novelty on promotion
Billboard Same theme of TV Ad Increase recognition through linking cues in memory nodes
Store display Own store in prime location
Easy to access
Paper advertising Same as TV and billboard Recall the product
Interactive media Website & facebook group Participation12/29/2011
Promotional Tools Mix matrixTools Geographic Demographic Income Occupation
Advertising: Broadcast media Print media
urban, metropolitan cities
Age: 15- 35 Middle Upper to Upper class income group.
Students, Employees of corporate office, banks, home uses etc
Direct marketing Scholl, collage & university
Age : 15-23 Students
Interactive/internet marketing
urban, metropolitan cities
Age:15- 35 Middle Upper to Upper class income group.
Students, corporate officer,
Sales promotion urban, metropolitan cities
15-35 Middle Upper to Upper class income group.
Students, Employees of corporate office, banks, home uses etc
Publicity/public relation
Dhaka (trade fare) All All All
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TVC
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Billboard
CHUMUKE CHUMUKE NOTUN SOJIBOTA
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Interactive MediaFace Group
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Interactive MediaWebsite
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Creative Consideration
Broadcast Media
Media type channel program time Weekend Program
Television NTV news,music hour 8pm to 11 pm Tele film
Time 2pm to 5pmATN NEWS news,sports hour 10 pm to 12 pm
SOMOY TV Special news Whole day
DESH TV New leaf news head lines
Whole day
CHANNEL 1 drama, 6pm to 10 pm Cinema
INDEPEDENT news, live show amadar bangladesh
11pm to 12 pm
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Creative ConsiderationPrint Media
News paper Magazine Duration
Prothom alo Twice a week
Daily star Twice a week
Anondo alo Once in a month
Canvas Once in a month
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Message
New leaf introducing three different tea brand for customer like General tea for relaxation Special tea for improve immune system Green tea for prevention of cancer
• New Leaf Tea represented 100% organic theme to the consumer.
• There is no chemical used to manufacture not even in plant.• Prevent diseases and keep healthy• It contains superior taste for the customer
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Message(cont.)
Others three major area of communicationSponsorshipRadio advertisingSocial activities
Jingle: “CHUMUKE CHUMUKE NOTUN SOJIBOTA”
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Special communication
In different festivity we organize different program for the customer like
Pehala boishake Language dayIndependent dayFriendship dayValentines day Book fair
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Legal considaration
• New Leaf Tea Brand is approved by BSTI• New Leaf Tea Brand is approved by Halal• New Leaf Tea Brand is approved by ISO
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Finer PointOrganic
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Time Line
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Particulars Time
Project Approval 01 January ,2012
Trade Show 07 January,2012
Press Conference 15 Fabury,2012
Budget
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Total Unit 15,20,00000Per unit profit 15,20,00000*12 = 181,44,00000(-) total cost = 224,56,000000__________________________________________Net profit = 14,94,00000We spent 3.7 % of net profit for using communication purpose.
Budget(cont.)
Particulars Items AmountAdvertising/Communication Tv ad
NewspapersMagazinesGraphic Designers Flyers, Billboard
Total:
3000000 500000 300000 120000 400000 500000
48,20,000
Interactive/internet marketing
Web site management Web design
Total:
100000 30000
1,30,000
Sells promotion Free sample coupons
total :
500000 500000
1,00,000
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Budget(cont.)Event Trade fair
Concert road show
Total:
100000 120000 50000
2,70,000
Direct Marketing game show, quiz competition
Total:
50000
50,000
Tea stall Set up
Total:
100000
1,00,000
Total budget 54,70,000
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Sign off
• This product is approve by
________________ ________________
Head Of Marketing Creative Consultant
12/29/2011
