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EXECUTIVE SUMMARY
AMJ Group ofCompanion Limited Companies is launching a new tea brand named Majesty. An
analysis of the industry indicates the clutter and domination of the tea industry in Pakistan by a few
brands. Important point to be noted here is that in Pakistan tea is taken not as a beverage, but as
food. Therefore, making the people realize the difference in quality Majesty is sure to raise the
expectations of tea tastes and aroma. The targets of this brand are status oriented, outgoing andworking individuals who like to prefer stylish and quality product s and extremely high on taste and
are ambitious in their own fields. The marketing strategy to reach this target revolves around heavy
promotion to break the barriers of established brands and to flow the product through a controlled
network. The product stand out for the aroma and raw pieces of tea that will are reserved for
special people to make their moments special. Making the premium brand available at an economical
price range and in convenient tin and soft packs, would act as a source of protection at the time of
launch .The distribution plan is to make the brand available in the A and B+ stores of the big cities
like Karachi, Lahore and Islamabad.The goods would be pushed with the help of an evaluation and
incentive based system of distributors. The foremost element of the plan is the promotion because
tea is a product that has earned great levels of loyalty and to break the barriers of established brands
the promotion is to be carried out in two phase. The first phase is concerned with the initi ating trials
to get the target customer an idea of the quality offered by Majesty. The second phase is Brand
building efforts, which is most possibly going to start within three months of launch. These activities
would include those tactics that would create loyalty towards Majesty
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Our isionFormatted:Font: 26 pt
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Reverting back to the origin
and heritage.
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r Missi Missi
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Our purpose is to provide a refreshin up of tea to ourustomers. We are dedi ated to ivin you the
nowled e ne essary to fully appre iate the wonderfularomas of our tea leaves. We offer our premium teasdire tly from the tea rower, you are assured the hi hest
quality and freshest tea leaves in the mar et.
orporate Objectives
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ORPORATEOBJECTIVES
The objectives ofA.M.J. Group of CompaniesCompanion Ltd are:
y To launch Majes y in Pakistan.y To provide customers with high quality tea.yy To build brand image, develop immediate shelf-off take and strong
brand loyalty with the brand.
y
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y To be the leadinger in premium tea sector of Pakistan by providingoriginal Ceylon tea.
y To maintain customer satisfaction by never compromising on qualityand flavor.
y To provide customers with high quality tea.y To work as a team to achieve corporate goals.y To increase the sales of standard tea in place of loose tea in the rural
areas by launching sachet packs and soft jars.
y The hot drinks market is expected to further develop between 2005and 2010 as the population of Pakistan increases. We aim tTo achieve
the third largest markets share by continued media campaigns and
generating awareness about the benefits of tea to the health of
consumers.
y To have a long term profitable business by creating long termrelationship with our shareholders and employees.Stakeholders.
y To build brand image, develop immediate shelf-off take andstrong brand loyalty with the brand.
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Tea Tre ds iPakis a TEA TRENDS IN PAKISTAN
A Overview
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In Pakistan, a morning and evening cup of tea is an essential part of everyday culture.
This tradition has existed for many years. Every guest in a home in Pakistan is most
likely to ask for a cup of tea. This trend has always created a strong demand for tea in
Pakistan and made it the world's third largest importer of tea. In terms of tea
consumption, it is the seventh largest country. Even in summer when the weather is
extremely hot, tea is drunkminimum twice a day. During the review period, the hot
drinks market grew in both volume and value terms. Tea dominated the market in
both the retail and foodservice channels. Tea is a part of daily life.
Heal
h aware ess i creases dema d f r gree
ea a d fr i
/her
al
ea
Increasing health awareness has led to higher demand for green tea and fruit/herbal
tea. Green tea is mostly consumed in urban areas and in some rural areas. It has been
proved that green tea helps weight loss. Fruit/herbal tea alsoGreen tea experienced
significant overall growth between 20005 and 200805 because it has a remedial effect.
Dema d f r d s
ea a d s
r g
ea i creasi g
There has been an increase in demand for dust tea and strong tea in rural areas.
Consumers in the suburbs in rural areas like dust tea whereas consumers in towns in
rural areas and urban areas prefer strong tea. This increasing demand has urged
manufacturers to focus on dust tea and strong tea.
Sales f
her h
dri ks remai small
gr wi g
Other hot drinks isdrinks are the smallest sector within the hot drinks market. These
drinks are only consumed in urban areas where the media has more of an influence
and inhabitants have more disposable income.
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S
eady gr w
h ex ec
ed ver
he f recas
eri d
The hot drinks market is expected to further develop between 20059 and 20105 as the
population of Pakistan increases. It will also be boosted by continued mediacampaigns coupled with a growing western influence.
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Fac
sAa
T
ea:
y Pakistan is a tea drinking nation.y The total tea category counts to approximately 135,000 tons that is growing at a
rate of 3% each year.
y Per capita consumption is approximately 1 kg per year.
MarketBif rcati :
The main type of tea present in the market is as follows:
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I d stry A alysisINDUSTRYANALYSIS
Pakistan is not a tea producing country but is an important consuming country, being
the third largest importer of tea in the world and therefore of considerable interest to
the main tea exporting countries. Consumption in 20063 was 109 000 tones. In
addition to the substantial legal imports, large volumes are smuggled into Pakistan.,
largely via Afghanistan. Tea imports in the country rose 11 percent during the 2003-04
fiscal year to 116.94 million kg, amounting to $187.63 million, compared to 105.35
million kg worth $163.14 million during the 2002-03 fiscal year.
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Government control does seem likely to continue to decline, giving greater
opportunity for the private sector to react to market demands and compete for the
consumers expenditure. This will mean greater opportunity to actively market tea
using all the available marketing tools, including promotion, product diversification,
market segmentation, and searching for other forms and uses for tea.
As their populations continue to increase, consumption will grow,though at lower rates than previously. If incomes grow, per capita consumption will
also be stimulated, but competition from other beverages will continue to place
restrictions on this growth in tea consumption. Tea is facing small but increasing
competition from other, more expensive, beverages.
Import duties and other taxes have been declining and can be expected to encourage
increased imports from countries formerly facing higher rates, such as India. In July
2004 Pakistan reduced the import duty on tea from 20 percent to 10 percent and.
Tthe sales tax on tea was reduced to 15% and income tax to 2 %.
SWOT ANALYSIS
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COMPETITOR
Strengths:
y 100% Pure Ceylon Teay Imported Brand.y Premium Qualityy Various Packing sizes
Weaknesses:
y Low Awarenessy High Pricey Volatile Tea Prices
Opportunities:
y Low import duties and taxesy Growing populationy Ever-growing Tea Markety No other Ceylon Tea in the
market
y Brand acceptance
Threats:
y Smuggling from other countriesand black markets
y Unstable Economic Scenarioy Unstable Political Conditions
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Co petitor
AnalysisANALYSIS:
KEY:b
Yb
b
ic td e
Yell d f b
a g elh h
Sh
rd d
kh
d ed Su c re i e
TD Tac al Dae edar
LYL 7.37% BBS 11.79%
A1 3.68%
TD 11%
TFM 3%
PD 3.68%
Mezban
1.47%Mushroom
8%
Loose Tea
45%
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TFM Tar al Fa s ily Mixture
t
Dt
earl Dust
A1, 4%
BBS, 13%
Loose Tea, 45%
LYL, 8%
Mezban, 2%
Mushroom, 8%
PD, 4%
TDS, 11%
TFM, 5%
Consumption Analysis
Unilever
37u
v
w p w l
2 x y
Other Brw nds
38 y
Market Share
Unilever
p l
Other Br nds
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MAR ET SHARE
The market share ofUnilever in Pakistan is around 37% and the major competitor
Tapal has the market share of 25%, other 38% market share is held by other brands.
In Karachi Tapal is a leader with a market share of 60% and
Unilever with 17% only, Unilever teas has strong holding in the province of Punjab
compare to the Tapal who has major holding in Sindh.
Customer AnalysisCUSTOMERANALYSIS
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DEMOGRAPHICS OF PA
ISTAN:
Population: 152.53 million
Rate ofpopulation growth: 1.9%
Life expectancy: 64.10 years (males), 63.80 years (females)
Literacy: 53.0%** (rural 41.6% & ur an 69.7%
Ur an Population 44 M
Rural Population 96.5 M
PopulationGrowth rate: 2.28%per annum
Population density: 172persons per square km
Age composition: Less than 15 yrs: 41%
Earning Mem ers (All Pakistan) 1.78 M
Average household size:RuralUr an
6.67 Persons6.55 Persons
6.79 Persons
Literacy:47.1%
Estimated Num
er ofHouseholdsAll Pakistan
RuralUr an
19.01 M13.45 M6.25 M
Average City wise Population
arachiLahoreIslama adRawalpindi
10 M5.47 M0.57 M1.52 M
Year 1998
Indicators Pakistan NWFP* FATA# Punjab Sind Baluchistan Islamabad
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SOCIAL CLASS CLASSIFICATION:
The socio-economic class ofUrban Pakistan has been divided into in to 7 classes:
SEC Proportion in Ur
an Pakistan (%)
A1 2.8
A2 3.8
B 10.0
C 18.5
D 21.6
E1 19.4
E2 23.9
Urban Sind appears to be relatively better-off province in comparison to the other
three. Amongst the metros Karachi /Islamabad / Lahore appears to be housing a
greater percentage of upper socio-economic status households.
The variable which decides the SEC classification are;
Occupation of the Chief earner Education of the Chief earner
These two variables best explain and predict the consumption, income and durable
ownership of any household.
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A1 Class:
Most educatedHighly educated and affluent group,group in urban Pakistan.
Chiefchief earner in this class areearners in this class are professionals, businessmen
and technocrats. The class is the heaviest consumer of packaged goods and media.
with Greater per capita income and smaller average household size. Average monthly
stated income is above Rs. 500,000.
A2 Class:
A majority of the chief earners are employed. Called the eEducated and employed
class of urban Pakistan. Very particular and brand conscious, Penetration of all
entertainment and necessary durable is high. Bank account ownership of the chief
earners and housewives is relatively. Housewives in this class are reasonably well-
educated. All types of Media consumption are high. Income ranges from Rs. 100,000
to Rs. 500,000.
B Class:
Is This classa class, which exhibits the characteristics of an upper-middle class.
Majority of chief earners have college education i.aree. Ggraduates andwho are
arbusine businessmen or and executives. On an average, there are two earning
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members in aone house.hold in each SEC. Iincome ranges is from Rs. 50,000 to Rs.
100,000.
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Target
Marketand
Market Segmentation
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MAR ET SEGMENTATION ANDTARGET
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Target Market:
Our target market is males and females age 25 yrs and above of upper
upper middle
class who are non users or brand switchers. In addition to them we also plan to target
Clubs, Hotels, Airlines and Consulates. We believe that our main market is the
customers who are frequent users of tea, hence focusing the customers who are non
users would automatically attract the regular users.
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Customer Profile:
These are status oriented, outgoing and working individuals who like to prefer stylish
and quality products and extremely high on taste and are ambitious.. They are
professionals or executives who make the decision themselves. They use tea in
morning, day and evening3-5 times a day. The usage rate is very high.
Convenience:
There is a growing segment of consumer that is searching for convenient products
(tea bags for working) that suit their busy life styles. Their fast paced working and
family life implies that consumption moments will involve less planned, less formal
but more frequent and occur in more different locations.
Our customers choose among tea brands based upon quality, convenience, and to a
lesser extent, price. Although consumers may differentiate brands based on freshness
and aroma, to our knowledge few significant competitors are focusing on these two
aspects. The key benefit of freshness and the perishable nature of tea are being largely
overlooked.
Our marketing strategies are designed to appeal to a customer base that falls within
one of the most economically favorable demographic groups in Pakistan.. We believe
our customers tend to be over 25 years and above in age, well-educated with an
average household income of over Rs.40, 000 per month. Our customers are located
in the selected metropolitan areas of Pakistan.
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Segmentation
We have divided the market into the following segments:
The Busy
ees:
They are the highly busy professionals and students who want convenient in the
products. For them tea bags are the best.
The Stylo:
They are the people with more resources, emphasize on quality and stylish looking
products. They are adventuresome and like to try new products. Age normally ranges
b/w 20 to 30 years. We are takingconvenient packs out hard boxes and tins for them.
The Trial Chunk:
These are the middle income group who are aspiring to be like the upper class. They
try the small versions of premium brands. For them we have come up with 200 gm
soft pack.
The Esta
lished:
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These are educated, sophisticated, well off people of age 35 and above and prefer
established and quality brands. They are very conscious about their tea, oil, and tooth
paste and cigarette brands etc. Brand loyalty is the highest among them. For them tin
packs with appealing packing is appropriate in all variety.
Marketing
St
rat
egyMAR ETING STRATEGY
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MAR
ETING STRATEGY:
Our marketing strategy will accomplish two things: first to make the customers aware
of Majestys presence in the market and second to educate people as to what Majesty
has that others dont. The marketing budget will not exceed 215% of our gross annual
sales.
Appeal to the customers will be done through:
y Heavy advertisements in the initial phase.y Banners and flyers in the selected retail outletsyy Hoardings and bill boardsy Ads in local newspapers and magazinesy Review by a journalist in The Dawn Magazine of Sunday.y Tea dispensers in offices, airport, shopping malls and hospitals.
Growth Strategy:
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Because Majesty is a new entry, we will have to promote it as a premium brand with
strong heritage and aroma. Our sales forecast depends on establishing a loyal
customer basewhothat drink tea regularly and prefer quality. We will expand our
presence in specialty stores, super markets and super stores. We will expand the
availability of our brand through a controlled network of distribution to such stores.
We will deliver pre-packaged tea to local distributors who specialize in items with
limited shelf life and visit stores on a daily or frequent basis to deliver products and
restock shelves. We will supply our distributor partners with a branded free-standing
rack for placement at the stores. We are targeting placement of the rack in or near the
bakery section (in Makro) or food section in other stores to avoid competing for shelf
space in the crowded tea aisle and to reinforce our freshness positioning.
Tea Tasting PLATES:
Every week we will offer our tea as a tasting at different locations. These locations
will be A and B class. Four to five small cups labeled with Majesty with appropriate
cup cakes accompaniments. These plates will allow customers to try our tea without
committing to a full jar. These tasting will be priced at Rs. 15.
Special Events:
In addition to our weekly tasting, Majesty will offer customers sponsoring events like
MovieCricket Matches, bridal show, and book fairs and painting exhibition.
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Marketing Mix
Product Promotion
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Price Packaging
MAR ETING MIX
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Product
I.
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Brand name:
The brand name for the tea has been suggested as MAJESTY
, which emphasizes on the premium image of the brand.
Tagline:
Our tag line goes as below. It will appear in our print ads, TVCs, Billboards andRadio.
Special Moments, Special TeaABrand for the Stars
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UNIQUE Selling proposition:
The USP of Majesty is its aroma and raw pieces of tea that will are reserved forspecial people to make them feel the achievement of their ambitions and goals, hencefinding themselves amongst the starstheir moments special.
.Positioning STATEMENT::
Majestywill be positioned as apremium tea brand that is for a distinguished few andrefreshes mind and soul.
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II.Packaging:
Packing material for tea consists of Master /Outer Carton, MetallizedMetalized Liner(foil used inside the pack), Aactual package to cover the tea (inner pack) andBundlingbundling sheets used in the outer cartons.
Packaging: The packaging of majesty tea has been very carefully designed keeping in mind the
esthetic value, principles of packaging and preservation of aroma and taste of the tea.
We have followed a focus strategy in branding and packaging of our product. Thedistinct dark green color with majesty written in golden stands out among competitive
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brands. Green and golden colors look very elegant and blend together beautifully withstanding the contrast. Majesty comes in different sizes and pickings,SKUs, tinpacks, both soft
hard in convenience packs and tea bags. Intense care was taken tomake sure consistency must remain in the packaging, keeping in mind the visibilityand recall factors.
The tin convenient packs are launched specifically to give our product a premiumbrand image, ensuring the consumers of the tea, traditional rich taste and aroma which are the hallmark of sub-continental tea drinking heritage. An aluminum foil
covers the inside of the packs to further preserve the freshness and aroma of the tea.On the cover, it would be attractively decorated in green and golden which would bemade easy to carry, giving customers an added relief for transportation
Tin packs are round-shaped with tightening lid, which can be opened and closed quiteeasily. An aluminum foil covers the inside of the tin packs to further preserve thefreshness and aroma of the tea.Tin packs come in 1 kg and 500 gm packs.
The normal hard card board and soft aluminum foil packs come in different sizesranging from 1kg family pack (which only comes in soft pack) to 500 gm pack, and200gm pack to 125 gm pack.
100 and 50 tea bags packs will be launched simultaneously. The packing will benormal boxed shape like all competitive brands, but with distinct color and brandname of majesty.
We are also planning to launch special edition tin packs of 100 tea bags to grace the specialoccasions such as Eid. Besides we will give these packs as our promotional gift to differentorganizations.
S
Us:
Packaging Sizese
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Convenient TIN
PPacks
1 Kkilo
500gmsGrams
200 Ggrams
125 Grams
Soft Packs 1 kilo
500 gms
200 gms
125 gms
Tea Bags
100 Ppieces
50 Ppieces
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Price
III.
I. PRICE
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Pricing Strategy
Considering the fact that the tea is a product whose industry is in the maturity stagethe launch of Majesty would have to be done such that the targets realize thepremium quality of the product. The Target that we have deduced for ourselveswould be met with a market penetration strategy.
What we plan to do is the pricing of different SKUs with different margins
since the packaging of tin packs are costing high and they are targeted to
the A class in the socio- economic class we will follow the rapid price
skimming strategy.By segmenting the mass we hope that the price can be
controlled. Since the price competition is severe here in this industry this
segmentation would offer a degree of protection.
Rapid Price Skimming Strategy
The high price of the tin packs, would create an exclusive image of the
brand that is offering premium quality tea and a packaging that retains the
freshness and aroma of the tea. With the high level of promotion we would
take a frim step in the tea industry which is already so cluttered.The
promotional plan is discussed further in the report.
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Market Penetration Strategy
The tea bags and the softthe convenient packs that are already stuck in the price
wars would have to be introduced with a price that at least encourages trial of our
product. This trial would also be supported by our promotions. The pricingwould be
done on the basis of market competitive prices, which atleast leads to the position
which would let the brand stand amongst all.
Once the product is accepted by the target customer, price revision should
be brought into focus. of the soft pack SKUs and the box of Tea bags
with 100 and 50 pieces would be priced competitive prices as compared to
the market prices.
Listprice:
The price of various SKUs is given below. The pricing strategy followed is Product
form pricing in which different SKUs will be priced differently but not
proportionately to their costs.
Packaging Size Sales Price(Rupees)
TIN Packs 1 kilo 270
500gms 125
200gms 65
Soft Packs 1 kilo 240
500 gms 125
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200 gms 150
125 gms 64
Tea Bags 100 pieces 150
50 pieces 85
Packaging Size Price
Convenient
Packs
1 kilo 360
500gms 185
200gms 75
125 gms 50
Tea Bags100 pieces 200
50 pieces 120
Pricing Policy
Since we have segmented our product SKUs fror different Social economic class we
have decided with our financial department that we will follow a different pricing
policy for Convenient packs and the tin packages and that fro the teabags and the
soft packs. Although, the raw material and the per kgcost would remain the same it is
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the margin that would differ and the cost of packaging and the kind of promotion
that would be conducted too.
y Cost-Plus PricingThis is the approach in which we would add a certain mark-up. The mark-up that
we have decided after the per packet cost calculation and after doing an analysis of
some of the companiescompanys profit margin is 38-410 %. The cost that we are
going to take in this formula would be the per unit cost of production (taking in to
consideration of the fixed cost and the variable cost for each product). We would
market our convenient packs on this basis.
y Market- Based PricingAfter having determined the market, the price of the brand is to give a better
feel of the premium quality tea that we are offering. We are making a conscious
decision of charging higher than the market average for theTea Bags, Tin packs to
demonstrate quality and come as a branded label that is not yet introduced here in,
Pakistan.
Discount
The retailers will be given a 42 % discount on the purchase of more than at least100 kg and 4 % for the purchase of more than 200 kgs 45% of the tea that is
supplied by them to the final customers. Incentives regarding this will be given to
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the intermediaries to push the product, which would include the target based sales
discount and bonuses
II. III. PLACE:
Distri
ution Network:
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The distri
uti ill
e d e i the ur
a cities
akista i.e.
arachi,j
ahore,
Islak a
ad a d Ra all i di etc. The compa ies mobile va s ill go to them
a dn
o
retail outlets on t icehrice a eekbasis. These retailers
irms places their order or
demand to the head office on eeklybasis, and then head office put for ard this
demand order to the regional
arehouse
hich distributes products to the requesting
retailersed firm. The inventory level and sales requirement ill show the amount of
tea packets required. The distributionprocess is as follows.
DISTRIBUTIONPLANNING (HEAD
OFFICE
DISTRIBUTORSS
RETAILERS WHOLESEALERS
CUSTORMERS
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Motivating the channel mem
ers:
We will give 4% margin to the distributors. Other incentives include trade offers.
Over the long term we will offer credit terms that are competitive or better, both in
length and method of payments, such as open accountcredit account for 660 days or
longer. (4/30, n/60)
Evaluating distri
utors:
The distributor should delivers agreed targets and has excellent market coverage. The
sales will be evaluated over time by measuring ratios of our sales with competitor
sales, matching sales against past performance and monitoring inventory turnover
ratios.
Logistics:
Lead Time:
The Lead time will be three weeks to reach from the Sri Llanka. It will include the
entire process from ordering till the delivery of goods.
Shipments ofthe Imported Tea tothe Head Office:
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The consignment of tea coming from Sri Lanka will come in cargo ships. The
suppliers of the tea deliver the tea directly to the head office. Karachi Tea Factory will
be located near the sSea Pport so the distance from the port to the factory is reduced.
There will be an outside clearance department that will deal with the customs
clearance issues.
The containers and trucks will be used for transportation from the factory to
distributors, wholesalers and retailers.
Packing Material purchased from Suppliers.
The local suppliers of packing material directly deliver the goods to the both
factoriesfactory.
Dispatchi
ng of fi
nished goods
tothe regio
nal Depo
ts
Following types of vehicles are used for the dispatch of finished goods to the regional
warehouses:
y 20 feet containers which can carry up to 1250cartons per tripy 40 feet containers capable of carrying 2300 cartons per trip
Warehousing:
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Total warehouse capacity of is 1530 tons in Karachi near Korangi that provides
storage conditions and systems to protect against moisture, climatic conditions,
physical damage, pests or contamination from internal and external sources.
IV.Promotion
III. PROMOTION:
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PROMOTION STRATEGY:
We plan to have two phases for the launch of the brand. The first phase is the
launching and establishment of brand name. The second phase includes brand
building efforts.
Phase iI:
Phase one will include the maximum visibility with the help of media campaign and
BTL activities. The launch ofphase I will be of 3 months in which 60% of the total
budget will be spent. The post launch phase will continue for 9 months in which the
remaining 40% of the budget will be spent.
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VEHICLESMediums:
Thevehicles mediums used will be
y Printy Electronicy BTLy Public Relations
Print:
We plan to print the ads in the following news papers and magazines.
Ne spapers:
y 27 x 4Quarter page ads in The Dawn on page 23 on Monday,Wednesday, andFriday. Cost is Rs. 257040 1,500,000. (250,000 x 2 x 3)
y 27 x 4 Quarter page ads in Tthe Dawn on page 12 on Sunday. Cost is Rs.317520.750,000 (250,000 x 3)
y Quarter page ads in The News on page 1 on Tuesday and Thursday. Cost isRs. 750,000 (125,000 x 2 x 3)
y 27 x 4 Quarter page ads in Business Recorder on Page 12 on Monday,Wednesday and Friday. Cost is Rs. 132300. 1,500,000. (250,000 x 2 x 3)
y 27 x 4 in Jang on Monday, Wednesday and Friday on the back. Cost is Rs.267300.
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Magazines:
Specific Targeted Monthlies and Quarterlies will be chosen for the Launch and
Post Launch. The will also include a free tea bag to induce trial in the post launch
phase.These ads will be full page colored ones.
y Aurora will cost around Rs. 680,000. (20,000 x 3)y Herald will cost Rs. 75,000 (25,000 x 3)36000.y Newsline will cost Rs. 54,000 (18,000 x 3)33000.y SHE will cost Rs. 45,000 (15,000 x 3)
yy SHE ill cost Rs. 27000.y S
ynergyzer
ill cost Rs. 70,000
utdoor:
Hoardings and Pena flex boards of size 60 x 20 will be placed in the following
area.60 x 20 in
y DHA Korangi Roady North Nazimabad 5 Star Cchowrangi near the signal.y KDA scheme 33y Karsaz Roady I.I. Chudrigar Road.y Bahadurabad Chowrangi
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yThree months cost will be Rs.1, 875,000 ((1,500,000/12) x 3 x 5)
90 by 30 billboards will be placed at
y FTC Flyovery Clifton Bridgey Shahra-e-Faisal
For three months, these would cost 1,500,000 ((2,000,000/12) x 3 x 3)
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Electronic:
Television:
4530 secTVC TVCwill be run on the following channelsduring the times submitted
in the front.:
Channel Time Cost
AAJ TV 19:15-19:30 Rs 50,000
AR
one world 8 pm to 10pm20:15-20:30 Rs 3,1540,000 (35,000 x 2 x
45)
Hum TV 18:00-18:15 Rs 30,000
AR
digital 19:45-20:00 Rs 60,000
MasalaCable TV 10 pm to 12 midnight20:30-20:45
Rs 1,275,000 (425,000 x3)70,000
Zauq Weekly show Sponsored
for a Month
Rs. 2,000,000
Radio:
EarlyMmorning Ddrive Ttime Sshows. 2530 sec Radio Spots for an early morning
breakfast Tea on FM 10189 and 91. Costing Rs 180,000 (2,000 x 2 x 45)
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Public relations:
The public relationship activities will include
y Advertorials and press releases regarding the benefits of tea drinking, publicityof the upcoming Majesty through press relations and news releases in which
the consumers will be educated about the types of tea, the characteristics of leaf
tea and the tea process in Sri-Lanka.
y We also plan to sponsor the any upcoming cricket series in Pakistanblockbuster movie Om Shanti Om in Cineplex and Capri Cinema, with tea break
during intermission that will have hi-tea where Majesty will be served in the
mugs printed with the brand name.. Placing the Tea stall at the stadiums.
Belowthe line activities
Retail utlets:
y Shops will have service racks, mobiles, buntings and foot step that will lead toMajestys umbrella stand where the push girl will present the customers with
100 gm soft pack for trial.
y Give away will include tea cup, tray with Majestys name printed on it, tea cozyand spoons.
y
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yLucky draws will be held in which the winners will win exclusive tea set.
POS/POPMaterials:
y Banners of Majesty will be placed in shops.y Majestys tags on hotel occupancy doorknobs.
Field ode ha ged
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y Majestys branded Tea Break mini shops will be placed in Clubs, Consulates,Karachi Gym Khana, Airport and shopping malls like Forum, Gulf,
ZamZama, Dolmen Centre and Al Madina Centre Hyderi for inducing trials
and maximizing visibility.
y Majestys tents will also be placed at Stadium for the up coming cricket
matches.
y Tea dispensers for free trialswill be placed in offices, book fairs of Oxford,Liberty books and book fair held at Frere Hall, Art counsel and Hospitals like
AKU, OMI, Mid South City and Ziauddin Oncology centre.
y
y Free samples of 100 gm will be distributed at I.I. Chundrigar
road, Tariq road and Millennium Mall.
Tea launch:
We plan to have a Tea Festival in which we will launch Majesty. The experts will tell
about the quality and characteristics of tea, the strong heritage of Sri-Lanka, tea
drinking methods and brochures will be given telling people how to prepare tea.
There will also be Tea tasters available through which people can taste our product
prepared on spot.
different flavors of Tea that are Oregon, Darjeeling, Cardimom and Green Tea.
Total below the line activities would be summed up with a cost of Rs. 1,000,000
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Phase II:
The second phase includes brand building efforts through the following mechanisms.
Brand Building efforts:
Vehicles to be used will be:
y PRINTy ELECTRONICy BTL
Ne spapers:
DAWN / Business Recorder and Jang - Quarter Page follow up Ads. Rs
2,250,000
Television
20 15 Secs brand based adoption TVC TVCs on the above various mentioned
channels. Costing Rs. 2,000,000.
Radio
15 sec Radio Spots for an early morning breakfast Tea z Evening Tea, for Rs.
500,000
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TEA TROLLEY:
Exclusively Branded Tea Trolleys for Majesty specially made to
serve in Business meetings, Hotel Suites, Clubs, Consulates and Hi
Tea will also be available.
MediaWweightage:
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Electronic : 405%
TV 9390%
Radio 710%
Print : 3430%
Newspapers 9660%
Magazines 40%
Others
utdoor : 2130%
BTL 1522%
POS / Outdoor 785%
Events}
Sponsorships 10%
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We will use emotional and slice of life appeal in which different special moments
will be shown. The ad will be a 3045minuteseconds long TVC.TVC. The ad concept
is given as below:
SHOT 1:
Family Re-union:Student before exam:
The guy comes home from abroad; he is greeted by the family members. His sister
and brothers all encircle him. He appears to be tired then his youngest sister brings in
Majesty. The guy will be shown to be indulged in the aroma and takes a sip and feels
fresh.
The statement appears is Bondage of loveA boy of aged 20-22, would be shown at
the late hours of night and feeling very drowsy but eager to study for exams. His
Mom comes in with a cup of MAJEST~
and presents to the boy with encouragement
for more hard work. Next scene the same boy would be flying in the air with the
degree/certificate in hand. Tag line appears Taste the Success
SHOT 2:
Campus:Executive beforePresentation:
A group of friends will be shown. Some will be chatting, some studying, some will be
teasing each other. The cup of Majesty will be placed near them and they will be
shown having a sip in between the conversation and passing on the cup of tea to a
student who is sitting a little far from them. One of the students from the group
invites him to join and gives him Majesty cup
The statement appears will be Pass on the sweetness An executive on the chair
feeling so tired and lazy and still finalizing the presentation would appear next. A
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colleague comes in with the cup of MAJEST
. Giving the freshest looks, he
completes the presentation and goes in the board room. All top level management
applauds him and he feels proud. Tag Line appears Pass onthe sweetness
Shot 3:
TheFamily:
Executive Board:
A young professional female will be shown giving presentation to a foreign
delegation. The delegation seems to appear tired. She hints the secretary who brings in
tea. The delegation has the tea and fresh looks appear on their faces. In the end the
deal is shown to be closed over the cup of Majesty.
The statement appears will be Taste the Success
Last scene, Wife comes in late from work. A child and husband notice it, goes into the
kitchen, prepares a cup of MAJEST
and presents to the lady. The wife happily goes
to the kitchen and made food for the family. On the dining table, every one praises
her and enjoys the meal. Tag line appears Indulge the aroma in life
SHOT 4:
A couple:
The rain is going on. The hus
and is sitting idly in front of TV switching
channels. He has expressions of
oredom on his face. His wife notices this and
goes to the kitchen where she is shown toprepare Majesty. The aroma of tea
will activate the guy and he is shown to
e
reathing the aroma. The wife
rings inthe tea and they
oth will
e shownto enjoy their cups oftea.
The statement will appear as Indulge inthe aroma of Life
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The last tagline will appear as Special moments, special teaABrand for the Stars.
In the background the jingle will be runningthrough outthroughout the ad
The making of this ad would cost Rs. 2,000,000.
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BU
Bu
dgetin
gDGETING
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Budgeting will be done on the basis of the sales department feedback and market
feedback that will be in the form of the gap analysis. Gap is calculated by thedifference in what Majesty is selling and the amount the competitor is selling. This
will be done so that if there are certain trendis certain trend we would identify it
and expand our mark into other cities of Pakistan too. Plans will be developed
before the beginning of the year so that each aspect of the production i.e. the
financial, marketing and operations needs may be planned.
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Perf r I c e St te e t
Rupees
000 000
Sales 151,460
Cost of GoodsSold
Raw material 44,621
Packagi g 4,661
Ot er Ma ufacturi g Over ead 1,550
DirectLa or 7,430
Mac i ea d Mai te a ce 4,380
62,642
Gr Pr f t 88,818
Admi &Selli g Expe ses
Advertisi gexp 22,719
Ot er Admi & Selli g Expe se 2,500
Operati g Expe ses 7,350
Depreciation Expense 4,900
37,469
EBIT 51,349
Interest Expenses 28,100
Profit beforetaxes 23,249
Taxes 3,487Net I c e 19,762
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Pro Forma Balance Sheet (Rupees)
Current assets 900,000
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Fixed Assets 4,500,000
Total Assets 5,400,000
Current Liabilities 3,00,000
Long-Term Debt 2,700,000
Total De t 3,000,000
Total Equity 2,400,000
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Sales Forecasts:
Annual Sales estimate will be revised every month according to demand every month.
The sales estimates are made on the basis of:
y Consumer demandsy Wholesalers ordersy Promotional Schemes
yWe have done a sales forecast of the different SKUs andon the basis is that of the
research that on average the tea industry has growth rate of 15% . %. We have
estimated a growth of atleast 4% in the start and then the percentage rise would be in
an arithmetic progression series.
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Pa e 72 f 72
Sales Forecast
0
20000000
40000000
60000000
80000000
100000000
120000000
140000000
years
Salesin
Rupe
Tin Packet
Soft Packs
We wishMAJESTY a longand prosperous LIFE
Find
a Star
in you,
with
MAJESTY
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Indent: Le t: 0.49", Tab stops: 0.49", Le t, Position: Horizontal: Le t, Relative to: Margin,
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