2. Segmentation Geographic: 1. Urban & Semi-Urban Areas 2.
Tier-1 and Tier-2 Cities (according to Real Estate Tier
Classification) Demographic: 1. Age 20 to 40 2. Educated, Aware,
Responsible and Aspiring Citizen 3. Family/Home Manager (Mainly
Women) Psychographic: 1. Comfort seeking Customer 2. Luxury
Oriented 3. Active in Family and Friend issues Behavioral: 1. Drink
tea in Regular Basis 2. Quality Conscious, Aware and Informed
Positioning: Target Market:
3. Porters Five Forces: 1. The word TEER represents the name of
the Organization from which SHOTEJ came from 2. The cup of tea on
the TEER word represents the FRESHNESS and bring the feel of having
TEA. 3. The Color of the word TEA represents the original TEA LEAF
Color 4. Our main BRAND color will be Green (used for writing TEA
word). Green color focuses on SHOTEJOTA (Freshness) Logo
Justification
4. MARKETING TACTICS (1ST YEAR) TVC,RDC, BILLBOARD SOCIAL MEDIA
MARKETING SALES PROMOTION & GUERILLA MARKETING TVC, RDC,
BILLBOARD SOCIAL MEDIA MARKETING SALES PROMOTION & GUERILLA
MARKETING From the beginning we will start with TVC and RDC, here
we firstly will run a TVC for building brand awareness and then we
will come up with a madness for tea while watching sports on the
theme of ICC Champions Trophy 2017 in our second TVC Billboards
will be hang on the busy office area, residential areas
(Bashundhora, Uttora, Mirpur etc.) One of our prime TG is youth of
17-28 years old they are available is social media. To attain them,
we will open social media pages (Facebook & Instagram). Here we
will create catchy posts, images, animation and ensure maximum
REACH. We will provide tea cups with brand logo in local tea
gathering places and tea machines in university cafeterias and
offices. We will also go in association with super shops (Agora,
Shopno) and provide them our special designed shopping bag (Tea Bag
style). we will set dustbins in local parks Through The Year Start
After 3 Month At 7th Month Justification Our first TVC will grab
the consumers attention and 2nd TVC will strike on the BUZZ of
cricket madness of Bangladeshi people. Billboards will be hang on
office areas and residential areas where most of our TG remains
Social media engagements will grab emotions of our youth Providing
customized bags to shops, setting dustbins in parks and cups and
tea machines in offices will create a good positioning on our
consumers mind Timeline
5. SOCIAL MEDIA CAMPAIGN #shotejota #valobasha #kacheasha EVENT
PROMOTION MARKETING TACTICS (2ND YEAR) Social Media Campaign We
will run a hashtag campaign for creating maximum buzz. Here
participants will take their special moments with a cup of ( Family
time, Friend zone Adda, Worktime with tea). those pictures will be
posted in our event page. Highest share and liked pictures will be
rewarded. Winners from every month will get opportunity to visit
Sylhet Tea Garden with their family members or Friend. Event
Promotion Big events like National/ International Cricket matches,
big gathering like science Olympiad, university admission test etc.
will be our target. there we will do direct selling. MARKETING
TACTICES (3rd YEAR) Justification Social media is quick way to do
catch maximum audience. A gift like Sylhet trip can increase
consumer base Event promotion can ensure maximum reach At 3rd year
we will be a well known organization and then sponsoring or
becoming partner of renown events will hold consumer loyalty
Sponsoring different events and going in partnership with big
programs so that they can spread the TASTE of Shotej to Consumer
base Timeline first 6 month from 8th month