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CHAPTER#1
OUR COMPANY:
We are establishing a new tea company/brand named as FLAVA. Our vision is to be the
leading giant in tea industry within a span of a decade We are committed to providing branded
products and services which consistently offer value in terms of price and quality, and which are
safe for their intended use. We promise and will constantly seek to provide complete satisfaction
By focusing on its strengths, its present customers base, and new value priced products. Our
Keys to Success and critical factors in order of importance are:

Develop a profitable program.

2.Increasing our profit margin with the use of improved technology.
3.Effectively communicating to customers, our position as a differentiated provider of the
highest quality of tea flavors.
4.Build a profitable and satisfied relation with customers.

OUR PRODUCT:
FLAVA tea is dedicated to provide tea in powder form with a new tasty flavor of CINNAMON and
mint. We wish to establish a successful partnership and relationship with our customers, our
staff members, and our company, that respect the interests and goals of each other. Success
will be measured by our customers choosing us because of their interest in our ability to meet or
exceed their expectations of price and quality.
In order to implement our strategic goals, we will focus on developing the following tools.

1.Knowledgeable, friendly staff that can understand our consumers needs.

2.Policies that meet or exceed the expectations of our customers, and that are
affordable, available, and understandable.
3. Products must be delivered on time with minimal errors. The customers of FLAVA tea
are high income families who demand value priced product with better quality.

CURRENT MARKETING SITUATION:

Flava is about to enter the flavored tea market that is dominated by three imported Brands
ALOKOZAY Dilmah and Twinings and recently Lipton has also came up with its flavored
tea.

MARKET DESCRIPTION:
MARKET SEGMENTATION:Tea drinking is our national habit, addiction and part of our evolutionary culture; it is
no more a fashion in Pakistan. Tea drinking has become such a habit in Pakistan that
such slogans for tea drinkers are in the air.
In such conditions when tea intake is high, people with changing moods and people

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who want new things every now and then want some new flavors and good aroma,
variety is the spice of life for few people. It is found in the survey that people with different ages
prefer different flavors.

Segment

Needs

Youngsters

Energizing drink with great taste

Adults

Something refreshing after hectic office

work

Married

A different taste from traditional tea to

serve their guests
Some drink that makes them feel
healthy and have taste

Old

Housewives
Hotels/Restaurants

Quality tea that fits everyones

requirement
Quality and taste to serve their
customers

TARGET MARKET:Flavas market consists of geographical markets where the population is trendy and is looking
for something new to serve their guests. Flava conducted a survey and got the questionnaires
filled to know about the peoples response about its cinnamon mint flavored instant tea. After the
analysis of the questionnaires FLAVA basically has targeted the urban areas which are
Defence,Cantt, Gulberg, Model town and Garden town and has concentrated on the upper and
middle classes {preferable age group ranging from (18 60)}. Today as both men and women
consume equal amounts of tea the age group segment selected for FLAVA is 18 60.
CINNAMINT TEA will attract and will be focusing more to teenagers and adults.

Product Review:a) We import our tea from Sri lanka (one of the biggest tea producer in the world and
amongst the finest ones).
b) Our tea is not chemically treated and no artificial flavors are added to it, thus offering the
original taste to our consumers
c) Its natural fragrance can be smelt at the radius of 6 feet minimum
d) It is packed to remain fresh for at least 2 years.
e) Package weight is not included in its total weight
f) It gives better natural tastes to tea drinkers.
It is approved by ISO 2000

Competitive Review:-

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Increased competition in the tea market has compelled the tea companies to introduce new
brands to occupy more shelf space. This war for shelf space and market share will become
even stiffer in the months ahead. In this highly competitive market besides Alokozay, Dilmah
and Twining our potential competitors are Tapal, Unilever ( Lipton) and Tetley.

Distribution Review:We are planning to distribute our tea in the four areas through our own distribution network.
For this purpose we are planning to hire five vans one for each area. These vans will carry our
tea to 10 retailers in Defence, Cantt, Model Town, Gulberg, and Garden Town. In this way we
will have an edge that we will not have to bear the burden of commission of distributors
available in the market.

CHAPTER#2
SWOT Analysis:
Our Flava tea will give tough competition to our competitors which are imported tea brands in
the market and currently our tea faces two major rivals such as Alokozay, Twinings and Dilmah,
and other tea companies such as Lipton, Tapal, and Tetley etc. We have tried to make close
analysis of our strengths, weaknesses, opportunities and threats we will face from our
surrounding environments. Our new flavor of cinnamon mint is expected to be edgy product for
our company.

STRENGTHS:
Original Flavor in taste:Flavas tea flavor (CINNAMON MINT) will be original in taste. No chemical or artificial taste
would be added to it.

Best QualityTea:Tea will be imported from Sri lanka, which is one of the best tea producer countries in the world.

Distribution & Supply chain:We will make a department which has to follow the instructions of the marketing personals so
that the products will be available as per demand in the market. Our distribution department will
have an edge that they will not have to bear the burden of third party commission (available
distributors in the market).

Packaging:Our tea packaging will be very attractive and will be made to keep tea fresh for longer periods.

Employees:Our one of the major strengths is our labor force, our employees because we will recruit those
people who will be very skillful and capable in their respective fields. In short, we will hire the
human resources according to the merit.

Weakness:
Flava tea is totally new in the market. We have the weaknesses which can create problem.

Lack of Brand Awareness:As our flava tea is completely new tea company and is launching its tea products in the market.
Consumers will not be very much familiar to our brand name and may take it as some ordinary
company, where as Lipton, tapal and our other rivals have strong brand recognition and have
captured large market share by operating for a very long time in the market. This is the area we
will address with promotion.

Limited finance:-

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Because of the fact that we are allow the limited finance for the launching of this particular
product so that to manage ever thing within that finance limit. For that purpose we must keep a
specified percentage to back up our launching.

Opportunities:
Flava tea has different opportunities that can help us to build our name in the market and can
help us to capture market shares in the future.

Increase demand of tea:Demand for tea has been increased to large extent for the last one decade as tea is considered
to be the best beverage after water in the world. People belonging to any class use tea in their
ever day life as a habit. .

Diverse Flavors:Once our tea products become successful in the market and once our brand is recognized, we
will be able to add some new flavors to our product line according to the needs of new young
generation because teenagers prefer to drink tea in different flavors.

Threats:
We face the following threats up till now:

Increased competition:Lots of companies are there in our tea market Pakistan, so tough competition exists. All those
tea companies are offering Black tea but none of them offers original tea and none of them
offers cinnamint flavor too. So Flava teas marketing communication must stress out clear
differentiation and value added pricing.

Tea flavors:Other rivals companies offer wide range of flavors in tea so this thing should be kept in mind
while launching new flavor in the market. New innovative flavors can make good sense if they
satisfy consumers needs.

Flavas New Products:Cinnamint flavored instant tea will be totally new product in the tea market and have to compete
with other rivals tea brands. It is one of the biggest threats to us because if we are not able to
satisfy our consumers, our brand will be failed in the very inception.

Economic Condition:High inflation in the country can negatively impact the new brand.

Strengths

Original flavors in taste

Best quality tea
Distribution & supply chain
Packaging
Employees

Opportunities

Increased demand for tea

Diverse flavors in market

Weaknesses

Lack of brand awareness

Limited Finance

Threats

Increased competition
Tea flavors
Flavas new product
High inflation

CHAPTER#3
Market OBJECTIVES, POSITIONING AND PRODUCT STRATEGY
The objective to establish Flavas image in the market are given below:

Market Objectives:

Flava aims to establish its products in the market as the symbol of quality so that no one
can easily compete with its products.
Flava seeks to establish value priced product in the market.

Flava aims to improve its products continuously with the passage of time according to
the needs of the people.
It also seeks to introduce new flavors with the passage of time after fetching enough
market shares.
Flava also aims to constantly investigate new markets for large scope within the country.

Positioning:
Different brands of tea are perceived differently by consumers. As customers typically chose
products that give them the greatest utility, we need to position CINNAMINT INSTANT TEA as a
distinct product in the consumers mind. As the tea industry faces fierce competition we need to
differentiate our product to gain competitive advantage. In order to achieve this we will position
our product through product differentiation.

POSITIONING STATEMENT:
For youngsters and adults, Flavas Instant Cinnamint Teea is a herbal beverage that
keeps you active and healthy because it is highly nutritional and is very convenient to
use. Cinnamint Instant Tea redefines your taste and makes you live

Product Differentiation:
For CINNAMINT TEAS positioning we have kept in mind to highlight the features, which
includes its nutritional values. It consists of additional vitamins, calcium, carbohydrate, fiber
and various other nutrients. Apart from this, our product consists of no artificial flavors as it has
natural extracts. This reduces the chances of side affects, which are otherwise associated with
conventional tea as well as soft drinks. The conventional tea has high level of nicotine, which is
very harmful to be taken by all age groups. CINNAMINT TEA on the other hand as mentioned
earlier consists of natural extracts which cuts down not only the affects of nicotine but the
presence of these flavors also makes the use of nicotine redundant. Another feature is the
convenience & easy to make that is people will only be needing a hot water and will have a
best tea at their possible. Therefore, the main unique selling proposition (USP) for CINNAMINT
TEA is its nutritional value and its quality of being itstant that is in powdered form.

Positioning strategies:

The positioning strategies that we are applying to CINNAMINT TEA are a combination of
attribute and benefit strategies. When we position it on the basis of its attributes, we
tend to highlight the features such as nutritional values, flavor, taste, and aromatic
blends. On the other hand, through benefit positioning the benefits like high quality and
convenience.

Our target market is high income areas of Lahore.

PRODUCT

CORE BENEFIT:

Instant HERBAL Tea beverage

Healthy, Refresher and Stimulant.

ACTUAL PRODUCT:
1. FEATURES
FLAVOR:
Currently the flavor available is cinnamon and mint.

INGREDIENTS:
Derived from natural herbs, including milk creamer, traces of tea
and compositions from herbal extracts

FORM:
Fine instant tea drink in POWDERED form & in the shape of soft packet.

TASTE:
Rich cinnamon and mint flavor.

2. BRANDING:
FLAVA is totally a new brand in Pakistan tea market. Therefore, customers would have issues
regarding the quality of CINNAMINT TEA., to establish a brand for would CINNAMINT TEA be
difficult initially as it would be a new product. Especial attention would be paid to its design. The
tea would be in the shape of a soft pack.

3. PACKAGING:
The packaging would be done in brown and green color so as to give effect of cinnamon and
mint freshness. The purpose of packaging would be to protect the drink and to attract
consumers.

4.LABELLING:
The labeling of CINNAMINT INSTANT TEA would consist of Logo of FLAVA along with the name
CINNAMINT TEA. It would have CINNAMINT TEA content (cinnamon and mint flavor) along
with its unit pricing,date of manufacturing, when it was made and nutritional labeling.

AUGMENTED PRODUCT:
A tea that is flavored(CINNAMON & MINT flavored) and is in powdered form i.e. it it is an
INTSTANT flavored tea and at the same time high in nutritional value.

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CHAPTER#4
PROMOTION STRATEGIES:
COMMUNICATION STRATEGY:
Flavas core and initiative strategy is to communicate the health benefits of flavored tea to
consumers

COMMUNICATION OBJECTIVES:
As our brand is totally new in the market, people will not be aware of it. So our two
comminacation objectives are to

Create awareness of our brand and product

To convince our target audience to try and buy our product

COMMUNICATION MESSAGE:
Our message will highlight the benefits of our product like its

Natural flavor
Nutritional value
Convenient to use

COMMUNICATION CHANNEL:
We will be using non personal communication channels to communicate with our target
audience topromote our brand in the Lahore market place.

NON PERSONAL COMMUNICATION CHANNEL:

In this channel we will use Major Media including print media , broad cast media and display
media.
PROMOTION MIX STRATEGIES:
We are using both push and pull promotion mix strategies to promote our product as our
product is tatally new in the market

PROMOTION TOOLS:
ADVERTISING:
An advertising campaign will be created by us to increase awareness. Flava Tea campaigns of
images of taazgi or freshness. Most people will remember the Taaza tea campaign, where flavor
tea is with energy and refreshment. Its slogan will be Flava makes me Live.

BUZZ MARKETING:
We will be using buzz marketing using opinion leaders. Herbologists and dieticians will play a
key role.

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NEWS PAPERS AND MAGAZINES:

We will give ads of our product in newspaper and magazines that teenagers and adults likes to
read.

EXCLUSIVE MEDIA PARTNER:

In order to promote our brand and bring awareness for our brand and product, we will be having
exclusive media partners which will be city FM 91.6.

BILLBOARDS:
We will place billboards in our targeted areas of Lahore.

SALES PROMOTION:
We will provide sample trial to institutions and families to demonstrate that our tea is healthy

PESONAL SELLING:
We will place 10 people with the launch of our products in the well-reputed shops and Cafs
(Gloria Jeans, Hot Spot, Espresso, Senso, world fashion caf etc) where our hired people will
guide consumers of our tea product and will try to convince them to buy our products.

PRICING:
Our customers are specially sensitive to quality. We must ensure that our price and quality are
perceived to be good value to our customers. We encourage our company to target market.
Our company is now focusing on what we have perceived to be profitable, where our company
can offer a competitive product with little or large competition.
Our pricing strategy is based on value added pricing and market penetration. The selling price
of our product is Rs:15 per sachet and the family pack is for Rs:250 containing 20 sachets in
one box. Whereas our competitors twinings, dilmah and alokozay are offering their flavor tea for
Rs:295.
We initially want to penetrate the market to capture some good market shares in the very
beginning.

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PLACEMENT:

SUPPLIER

MANUFACTURER

WARE HOUSE

DISTRIBUTION
CHANNEL

RETAILERS
.

GULBERG

CANTT
GARDEN
TOWN

MODEL TOWN
DEFENCE

CUSTOMERS

COVER PAGE

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Principles of marketing
Project
INSTANT CINNAMINT TEA BY FLAVA
Submitted to: mam aisha rizwan
Submitted by: Fizzah masood (56)
Khadija nauman (24)
Ayesha saleem (61)
Rafia shahbaz (55)
Submitted on: 21st jan 2011
INSTITUTE IF ADMINISTRATIVE SCIENCES,
university of punjab

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