Sample Final Project

Introduction

According to Chinese legend, the Green Tea began in 2737 BC

when Emperor Shen Nung, who was known at that time as the

"Divine Healer", always boiled his water before he would

drink it. He had noticed that his subjects who boiled their

water before drinking it seemed to have longevity and better

health. One afternoon, as he knelt before his boiling water,

some leaves from a nearby tree blew into the pot. The

Emperor noted a delightful aroma and, upon sipping the

beverage, proclaimed it as "heaven sent".

Since this first cup of Green Tea was brewed almost five

thousand years ago, the popularity of tea has increased to

the point that it is presently the second most popular

beverage in the world. Only water surpasses green tea in

popularity.

As the trends are changing and every thing tends to be

changed so we decided to present the green tea in a new and

different style that was never before. The green tea was a

product that can be selling only in winter seasons but the

iced green tea is the one you can use in summer seasons too.

It is as refreshing and tasty as the green tea is. That’s

why iced green tea is the symbol of refreshment and taste.

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Mission Statement

“Changing the lives of the tea lovers by innovating the

green tea”

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Goals and Objectives

Improve Profitability

Increasing the net profit as percentage sale

Increasing the net profit as percentage of

investment

Increasing the net profit as per share common

stock

Increasing Volume

Increase the market share

Continuous growth in sales

Improving the sales ranking in the market

Increasing the production capacity and its

utilization

Increase the seasonal sale’s volume

Improve the company’s image

Contribution in the community activities

Increasing the number of jobs and enhancing quality of

life of employees

Delivering the good quality and taste to the consumers

at a fair price

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Reason for selecting Iced green Tea as a Product

In all over the world there are 68% People who like to take

the either Black or green and the rest of them prefer the

soft drinks and juices but in Pakistan the most of the

population like tea brands and the green tea is wildly like

by them.

The iced green tea is the product of the dual nature because

it can satisfy the needs of both type of the consumer. Iced

green tea has the taste of green tea and also contains the

qualities of the soft drinks

In Pakistan 83% of its population like tea brands

(black/green).

18 % like both green and black tea.

54% of tea lovers like only green tea.

13% people only like it due to safe to health.

27% like it due to taste.

23% like it due to cultural influence.

18% show their interest without any reason.

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Product features and attributes

Why to prefer the Green tea?

Green tea is renowned for its healthful properties. Coca-

cola, however, represents the epitome of sugary soft drinks.

Green tea is full of clean taste, vitality, and great

flavor. Plus, LIPTON Iced Tea provides protective flavonoid

antioxidants.

Coca-cola Classic Lipton Green Tea with Citrus

Ingredients:

Carbonated water

High fructose corn syrup

Caramel color

Phosphoric acid

Natural flavors

Caffeine

Ingredients:

Water

High fructose corn syrup

Citric acid

Green Tea

Sodium

hexametaphosphate

Ascorbic acid

Honey

Natural flavors

Phosphoric acid

Sodium benzoate

Potassium sorbate

Calcium disodium edta

Caramel color

Nutrition Per 8 Fl Oz:

Calories: 97

Carbohydrate: 27g

Sodium: 33mg

Nutrition Per 8 Fl Oz:

Calories: 80

Carbohydrate: 21g

Sodium: 70mg

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As we saw in the comparison of both of the product we fine

that the green tea is the drink which provide the taste,

quality and it is also good for health that’s why people

mostly like green tea in the overseas countries and now we

are trying to emerge that trend in Pakistan too.

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MARKETING Department

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Jobs and responsibilities

Vice president of marketing

The Vice President’s job is to look at the over all

activities of the marketing department and set the

objectives and goals of the overall department.

The Director of product marketing

The Director of product marketing will be concern about the

product and the Competitors and developing the product in a

way that can compete in the market for a long period of time

and able to generate the profit. The director of product

marketing has to make decisions that what is the best way to

market this product and making good image in the mind of the

consumer and get the maximum out put of its resources.

The Product managers

The produce managers have to decide the product’s

requirements that how this product can be improved and

through which features it can gain maximum share in

market, they also have to decide the price of the

product and responsible for the promotion of the

product.

Research and competitive analysis

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They have to analyze the competitor all the strengths,

weakness, opportunities, and threats of them and also

their Product’s price, features etc.

They have to conduct the market research to find out

what costumers want and what is available in the market

and what can their company do for the costumers

The Director of market Communication

The director of marketing communication will be responsible

for all the communications of the market and have to decide

the advertising media and what should be advertise, sale

promotion methods, which events should be sponsored and

which activity can improve the product’s image in the mind

of the costumer

Cooperate

They have to find out the opportunities for the

advertisement and make the effective ads and decide hoe

to successfully communicate their massage to the

costumers

Creative services

Their job is to develop the web sits and manage the

feedback, increase the brand’s identity and create the

best image in the minds of the costumers through the

creative and innovative ways.

Programs management

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Heir job is to handle out the activities like managing

different programs and events which can be helpful for

the product and its brand name, and develop a good

image in the mind of the consumers.

Principles for marketing foods & beverages to children

Our Marketing Principles contain some additional principles

for marketing beverages directed at children. They require

that our marketing practices:

do not convey misleading messages

do not undermine parental influence

do not encourage pester power

do not suggest time or price pressure

do not encourage unhealthy dietary habits

do not blur the boundary between promotion and

content

We have agreed that we will voluntarily restrict all-paid

marketing communications directed primarily at children

under the age of six years.

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Motivation and rewards

To motivatie our people by

Increments on there salleries

celebrating differents like Eid, Company’s events, and

other genral events with ur employees.

Providing them a healthy envoirment for work

Providing relaxsation on fee of the employees

Providing them the madical facilities

If the sales of the product will increase the empolyees

will be rewarded with extra bonace.

We wll provide different facilities for our sales

persons like lobtop computers, bikes and cars, trevling

allownce etc

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Consumer Analysis

1. What you will choose if you feel thirst?

The most of the consumers have said that they like water

when they feel thrust but most of them select the soft

drinks. But after testing the iced green tea they prefer

that product. Consumers said that the iced green tea could

be a substitute of water and other soft drinks.

63% prefer water, 20% choose iced green tea and others

choose Coke and juices.

2. Have you ever experience the iced green tea?

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As the iced green tea is the new product in the market so it

was a new experience for the costumer to use such type of

the product but few of them have tasted it before.

3. Do you feel the iced green tea could be an alternate of

water?

The majority of the people said no for the alternative of

the water but some 33% of them select it as it could be an

alternative.

4. How do you feel the taste of iced green tea?

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The taste of the iced green tea was wildly liked by the

consumers and they like it very much and gave good remarks

about the product.

5. How do you feel the flavor of iced green tea?

6. Do you prefer the taste of iced green tea on other green

tea?

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The iced green tea has almost the same qualities and taste

like the normal green tea so they have prefer its taste.

9. The advertisement of iced green tea as compare to their

competitors?

Mostly the people said that they haven’t seen the

advertisement of iced green tea so they gave no remarks

about it.

10. The satisfaction of thirst by iced green tea as compare

to their competitors?

The iced green tea is non acidic drink due to which people

prefer it because it can easily remove the thirst.

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to plane water?

Mostly people prefer iced green tea as a removal of thirst

because it contains energy and other refreshing elements.

Distribution/Availability:-

12. Would you like to be the Green tea available at every

where?

Mostly the people said that yes they want this product

easily available at every where.

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13. The availability of iced green tea at entertainment

places?

People want easily availability of iced green at

entertainment places because it energetic and refreshing

drinks.

14. Would you like the availability at franchise restaurant?

15. The availability of iced green tea at high ways?

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16. What do you think about the price of iced green tea?

The consumers prefer the price range of 20 to 25.

Services:-

19. Does the season (summer/ winter) effects on your uses of

iced green tea?

Yes definitely the demand will decrease in winter season

because people prefer hot green tea in winter season.

20. Which size of iced green tea would you prefer?

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The disposable and regular size is mostly preferred by the

consumers.

21. Which beverages you prefer to treat your guest?

As iced green tea is the new product in the market and

people do not know much about it. That’s why they prefer

juices to treat the guests.

22. Do you think that the iced green tea is good for health?

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Yes it is good for health because it is non acidic drink and

has some energetic and refreshing elements in it.

Advertisement:-

23. Which one is best advertisement media?

Through consumer analysis we come to know that the

electronic media and sign boards at different places will

be the best advertisement media.

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Market Testing:

To test a market we have the different ways that are:

Through questionnaire

Market surveying

Competitor analysis

Interviews

Product development

After idea screening and market testing this process

needs heavy investment to develop product feasibility.

After research and market analyses we analyze that our

product is feasible and we start invest to develop our

product.

Competitive analysis:

Direct Competitors

The direct competitors of our Product are:

Tapal

Supreme

Brok Bond A-1

Tetly

Nestle (Coffee) and many more

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But we are not competing our product with them because they

are the competitors of the tea market and they are only

providing the black tea brands not the Green tea.

Indirect competitors

As the green tea is the symbol of the refreshment and

nutrition and its is also a substitute for the other soft

drinks as we have mentioned above in the compression of the

green tea and coke they both are approximately the same so

for that reason we are comparing our product with the soft

drinks.

So in the soft drink market we have the competitors like

Coca cola

PEPSI

And other Instant drinks

SWOT Analysis

Strength:

Expenses

The Coca-Cola have a long experience in the soft drinks

industry, they also gaining their expenses in

production process, because while Cleaning and Filling

of Bottles they are try to do not produce wasted

materials.

Quality:

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They are very much concern about the quality of their

products, and they have spent a lot of amount on

developing the Quality control department.

Products:

They have a huge product line and providing different

types of soft drinks.

Budget:

One of the great strength of the company is that they

have huge budget and they can easily compete with and

kind of competitor.

Market Share

Other Strength of the company is that they have a great

market share i.e. 36.5 %. And trying to get more in

order to compete.

Weakness:

Product’s taste & quality:

Some of the company’s product did not have such a good

taste like the COKE with that product they have lost a

huge amount of the market share.

Opportunity:

Expenses of Competitors:

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The competitors of the coke have huge expanses in

different activities.

Poor Quality:

In some of the products the quality and taste of the

competitors is not good as compare to that of coke’s

Threat:

Advertisement

The Pepsi spend too much on advertisement as compare to

Coke.

The Pepsi is the main sponsors of Matches, Concerts,

and other event.

Quality

The quality of the competitor is batter up to some

extends and it is a great threat for the company

because it can affect the sales of the company.

Competition:

The competition of the coke with PEPSI is very tight

and they are competing scenes a long period of time.

And that is the one of the biggest threat for the

company.

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New Product Development

Idea Generation

The new product development process starts with creative

ideas techniques. We analyze that green tea is mostly used

in different countries but it is mostly used in winter

season. Then we starts thinking that how to utilized this

product in off season, then we got an idea of iced-green

tea.

The ideas come from further techniques.

Interacting with others:

After getting the idea we start our research about the

feasibility of our product. By interacting with customer,

competitor and by surveying the market. We asked different

type of questions from customers to insure our product.

Idea screening:

In idea generation we have a lot of ideas for selecting the

product then we conduct the market research which idea is

the best one and appreciated by the customers. Our most

customers appreciate our idea of iced-green tea. In this

idea our best strength is that we don’t have any direct

competitor

Concept Development:

Our idea is to provide taste of tea off season to the

customer, but customers don’t buy product idea, they buy

product concept.

A product idea can be turned into several concepts.

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1. Who will use this product?

Children’s, teenagers, young or middle-aged

adults or older adults.

2. What primary benefits should this product provide?

Taste, nutrition, refreshment or energy.

3. When will people consume this drink?

Breakfast, midmorning, lunch, dinner, late

night.

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Segmentation

Divide the whole market into small parts according to the

needs and wants of the customers. A market segment consists

of a group of customers who share a similar set of wants.

Segment marketing offers several benefits over mass

marketing. The company can more easily select the best

distribution and communication channels and it will also

have a clear picture of its competitors.

Our product is ice green tea which we introducing at first

time in Pakistan it is the core product of Lipton. And we

follow the market segmentation rule. We segmented the

different flavor and taste of Lipton ice green tea according

to the needs and characteristics of our product and

according to our customers.

Variable of segmentation

There we have four types of Variables.

Geographic

Demographic

Psychographic

Behavioral

Geographic

Our product is already in different countries of Europe

and in Asia like especially in Turkey. But We are

introducing iced green tea in Pakistan at the first time.

The climate of Pakistan have two different types Hot and

other is cold and we have selected the Hot climate areas

of the country and will provide it in the main cities of

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the country like Karachi, Lahore, Multan, Fasalababd,

Islamabad, Rawalpndi and other main cities of the

country.

Demographic

The Lipton ice green tea has different flavor and taste

according to the taste and demand of the costumers. Every

person can use it. But our main target costumers are from

16 years to 40 years. Either it can be male or female.

Psychographic

Psycho graphically we segmented our product for working

class, middle class and upper middle class. And for every

life style person and for every personality they may

have.

Behavioral

We provide a quality product for our customers. It is

purely base on local demands and needs, and we sure that

our product will be appreciated by that people who are

health and quality conscious.

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The Segmentation process

Need-Based segmentation

Hot green tea are using from many years in Pakistan and

especially in cold areas of Pakistan. In hot climate areas

they like that product but unable to use it. They want a

type of drink that provides then refreshment and taste.

That’s why we select these areas to introduce ice green tea

in Pakistan.

Segment Identification

We identify it through market research. For each need-based

segment we determine the demographic and life styles of our

customers.

Segment Attractiveness

A product is a unique type of cold drink. So our product has

attractive qualities. It is a pure soft drink and have a

taste of traditional green tea.

Segment positioning

For each segment we create a value proposition and product

price positioning strategy. Whish are based on segment’s

unique customer’s needs and characteristics. We fix the

price of our different flavor and taste of ice green tea

according to our customers. They have range from 15-40Rs.

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Is that’s an effective segmentation?

Measurable

The segment which we have chosen has well purchasing power.

And we can easily generate the profit through it. So we can

easily handle it through marketing strategies.

Accessible

Our product is easily accessible to our customers. And we

can deliver our product on time to the wholesaler and

retailers.

Differentiable

We have different size and taste of our product. In size we

have different size of bottles e.g.250 ml, 500ml and

in1000ml.

In taste we have different of taste like mango taste, peach

taste and orange taste.

Actionable

For actionable we give different feature to our customers

and sellers. Like some discount in other products of Lipton

and extra bottles to our customers and sellers to retain our

customers. And for new customers we launching a websites and

searching new markets and advertisement on there local TV

Channels.

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SWOT Analysis of our Product:

Strength:

Our main strength is that we have no direct

competitor.

Our product is for all age groups.

We will capture maximum profit because we are only

distributor in the country.

As we have no direct competitor so we have monopoly

in the market.

Our product has different packages accordance to

size.

We have the product in liquid as well as in power

form.

Weakness:

Our product is suitable for summer season.

As we are the distributor so we cannot respond

quickly about the complains of our product.

We don’t have the Varity of products.

Threat:

If any competitor will enter in the market.

As we are distributors if company increase their

price or stop manufacturing the product our business

will lead to failure.

Opportunity:

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We aware our customer and got opportunities to grow.

Our product will also start consume off season like

other drinks.

Many customer

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Consumer Behavior

Consumers of the product are most important factor they can

take the product to the success and also to the failure. So

we should take the influences in account, the consumer’s

buying behavior can be influenced by the following factors

Social

Cultural

Personal

Psychological

Social Factor

Socially the consumers are influenced by Reference groups,

families, social Role, and status

Reference group are those which directly or indirectly

change the person’s behavior and attitude, the consumers of

the Iced green tea can be influenced by the Primary Group

that are Family members, friends, and Co-worker because the

other groups can not influence our product

Family is an important of the consumer’s buying behavior it

can also influence the product but not iced green tea

because the green tea is mostly liked in families and Childs

Role and status the role is the activity that an individual

want to perform and the behavior of the individual depends

on the activities he/she performs. The status is the ranking

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of the person in organization and its also vary the behavior

of the person the high ranked person will be quality

conscious not the price conscious and voice versa.

Cultural Factors

The culture is one of the important factor that affect the

needs and wants of the individual. Culture and its different

factors can influence the product’s market because if the

product and not approved by culture it will obviously fail

in that market but iced green tea is the type of product

that is accepted by any kind of cultures

Psychological Factors

The different people and different type of psychological

states and their influencing factors and also different from

one and other like they Motivate through different factors,

their perceptions is different from one and others, their

learning skills are different and every individual have

his/her own beliefs and attitudes. Similarly their buying

behavior is also different and it effect with the factors

mentioned above.

Price factors

The price of the product can also influence the buy behavior

of the consumers because in Pakistan there are servile

classes based on the income difference so price is the one

of the important factor, some of the consumer can effort the

price and others can’t, so we must set the price of the

product that that is afforded by all the social classes of

the region.

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Product Factors

The product is the main thing that we sell to the consumers

and if we provide the bad quality of the product it will

give the bad image to the consumer so we must concern about

our product that we provide in the market.

Promotion Factors

The promotion of the product i.e. the advertisement, sales

promotion and other promotional tools can change the buying

behavior because some of the individuals highly influenced

by the advertisement of the product. So we have selected the

different ways of promotion like electronic media and

printed media and other effective promotional tools to

promote our iced green tea.

Place factors

The place of the distribution and availability of the

product also influence the buying behavior because if the

product is in reach of the consumer he will prefer it and if

it is hard to fine the product in the market he will never

buy that product. For that reason we have decided to provide

our product in all main cities and many other areas of the

country.

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The Buying Process

The buying process involves five sequential stages

STEP-I

Problem Recognition

It is the very first step in the buying process that first

of all we have to decide the problem what we are facing

right now i.e. in case of our product the person have to

feel the thirst that would be his problem

STEP-II

Information Search

The next step is to gathering information about the

available alternatives. The information can be gathered from

following resources

Personal source

Advertisements

Public

Experiments

In order to make the information available to the customers

we are advertising our products from different sources

STEP-III

Evaluating the alternatives

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The next step is to evaluate the alternatives available in

the market like the alternatives of the iced green tea are

soft drinks and juices so the consumer have to decide which

product to bye.

STEP-IV

Purchase Decision

Then the consumers have to decide what to buy

STEP-V

Post Purchase behavior

The costumers then take a look on his buying behavior that

in past what they have purchased

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Product Classification

Iced green tea fall in the category of non-durable goods

because it is quickly consumed and easy and frequently

purchased.

Consumer Goods Classification

The iced green tea is the consumer good and it fall in the

following category of he consumer goods

1. Convenience Good

Because consumer and easily purchase our product

with minimum effort and it is purchased without

any planning or search effort

2. Shopping Goods

Some of the consumers sort our Product of the

bases of the Quality, price, and features.

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Product MIX

Our Product has the following product mix strategy

Iced Green Tea (Powdered)

Iced Green Tea (Liquid)

Flavors

Lemon

Mango

Peach

Mint

Mixed Fruit

Size

100 ml

250 ml

300 ml

350 ml

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Setting the price

Selecting the price objectives:

We set the price in order to gain maximum market share.

Because higher sales volume will lead to higher long run

profit.

Determining demand:

As price and demand are inversely related; the higher will

be the price, the lower will be the demand. So we set our

price that will not affect the demand of our product.

Customers are very price sensitive in order to viewing those

consumer we categorize our product. We are providing are

product in liquid as well as in powder form and powder are

less of cost as compare to liquid with a similar taste.

Analyzing competitor cost:

As we have no direct competitor but we have indirect

competitors so we carefully observed the cost of our

competitor and their selling price in the market. After that

we conduct surveys that customers are satisfied with the

price or not. After all the observation we analyze our data

decide to set the price.

Selecting the pricing Method

There are many methods to set the product’s price. We have

selected the GOING RATE pricing, we will set the price of he

product with compression of that our competitors

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Adapting the price:

Geographical pricing:

We will charge the same prices to all geographical areas to

create the consistency in our product.

Price discount and allowances:

We will also provide some discounting packages, different

packages for retailers and customers. If retailer buys our

product frequently and increases the sales volume we will

provide them refrigerators and for customers by buying one

dozens Cain at a time we will provide one Cain free to them.

Promotional pricing:

In promotional pricing we are thinking to decrease our price

in off season and also giving some tremendous offers to the

customers in Ramzan like the price of one Cain is 25Rs by

buying 2 Cain at a time we will charge them 45Rs.

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Developing Effective Communication

The effective communication involve a six step process

Stage-I

Identify the target audience

The audiences are the critical Influencers on the

communication decision on

What to say?

How to say?

When to say?

To whom to say it?

The target audiences we have selected are mostly the college

and university students and the persons working at offices

because they are the real consumers of our product.

We are trying to build the great awareness through different

activities like road shows, TV ads, banners and by

sponsoring the different activities.

We are trying to develop the familiarity of our product

through different sales promotion

Stage-II

Determine the communication objectives

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The main objective of the communication is to gain the

attention of the costumer and deliver the massage to them

successfully

STAGE-III

Design the massage

To design the effective massage we must take the following

things into account

What to say?

How to say it logically?

How to say it symbo9lically?

Who should say it?

So we must design a attractive and effective message that

can easily gain the attention of the audience and the

massage Conway its meaning completely

STAGE-IV

Selecting the communication channel

In the market communication we have the two methods i.e.

personal and non-personal. We are selecting the non-personal

communication channel like print media, e-media, and events

etc

STAGE V

Establishing Budget

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There are different ways to set the marketing budget but we

will select the Affordable Method because

Our product is a new one

We don’t have enough budget to spent of marketing and

other activities

We want to gain the market share

In future we must change the strategy of budgeting according

to our requirements

STAGE-VI

Design the Media Mix

Our promotional budget will cover the following areas of

communication

Advertising

Sales promotion

Public relation

Publicity

Initially we will use the advertising and the sales

promotion as our advertising tools because at the very start

we did not have the public relation and the publicity but

with the passage of time we will develop the PR and the

publicity of our product will also work for us as

promotional tools

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Objective: - Consumer analysis

Respondent Profile

Name: - ___________________________________.

Occupation: - ______________________________.

Age: - __________.

Gender: - Male/Female.

Benefits:-

1. What you will choose if you feel thirst?

a) Iced Green tea.

b) Coke Products.

c) Juices.

d) Water

2. Have u ever experience the iced green tea?

a) Mostly. b) Usually. c) Occasionally. d)

Never.

3. Do you feel the iced green tea could be an alternate of

water?

a) Yes. b) No.

4. How do you feel the taste of iced green tea?

a) Very Good. b) Good. c) Satisfactory. d)

Poor.

5. How do you feel the flavor of iced green tea?

a) Sour. b) Light. c) Sweet. d)

Others________.

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6. Do you prefer the taste of iced green tea on other tea?

a) Yes. b) No.

Comparison:-

7. Which soft drink you prefer?

a) Iced green tea b) Coke. d) Juices.

8. The taste of Iced green tea as compare to there

competitors?

a) Very Good. b) Good. c) Satisfactory. d) Poor.

9. The advertisement of iced green tea as compare to their

competitors?

a) Very Good. b) Good. c) Satisfactory. d) Poor.


to their competitors?


Poor.


to plane water?


Poor.

Distribution/Availability:-

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12. Would you like to be the Green tea available at every

where?

a) Yes. b) No.

13. The availability of iced green tea at entertainment

places?

a) Yes. b) No.

14. Would you like the availability at franchise restaurant?

a) Yes. b) No.

15. The availability of iced green tea at high ways?

a) Yes. b) No.

16. What do you think about the price of iced green tea?

a) _______. b) _____. c) _______.

17. At which time do you prefer to buy iced green tea?

a) Morning. b) None c) Evening. d)

Night.

Services:-

18. You usually like to take iced tea when you are?

a) Boring. b) Thirsty. c) Happy. d) To Enjoy.

19. Does the season (summer/ winter) effects on your uses of

iced green tea?

a) Yes. b) No.

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20. Which size of iced green tea would you prefer?

a) Regular. b) Disposable. c) 150 ml. d) 300 ml.

21. Which beverages you prefer to treat your guest?

a) Iced green tea b) Coke. c) Juices.

22. Do you think that the iced green tea is good for health?

a) Yes. b) No.

Advertisement:-

23. Which one is best advertisement media?

a) Electronic Media b) Printed Media c) Sign Boards

Suggestions:-

24. Suggestions for improvement of marketing/advertisement

techniques?

____________________________________________________________

____________________________________________________________

________

25. What is deficiency in iced green tea and suggestion to

remove it?

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48

Sample Final Project

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