Executive Summary

The following Marketing plan is about to introduce the new innovative product, named as
TarwEj chAi Akss-e-tahzib-e rang-o-khusbo…!!!! This will be a convenient product
which will be readily available to quench the stress of our customers and will also give
the nutritional benefits to body. The main characteristics of this product will be the
Mizaaj range Mood ko banae kuch khas…!!!! i.e. it can be served as moody as well as
depend on mood, that what mood is being requisite. There will be no weather constraint
for this product and it can be uses through out the year. So the tea will not be seasonal
and this will be the main source of success of the product. The target market for the
product will be the energetic customers. Our product will broadly describe the main
benefits of tea; studies continue to show the beneficial properties of teas, with moods
ranging from deep stress to highly relaxing and decreasing chances of depression. This
positive press has definitely increased the demand for tea. In the first year of operation
the TarwEj chAi will be introduced in Pakistan because there are more potential and
enthusiastic customers and we can get result more fastly about the success of product.

The Company will increase its market share through targeted advertising to increase the
number of customers who want convenience and looking to have a unique taste of tea
which will give them energy and nutritional benefits of tea.

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 1

 VISION
Enriching the tea with aromas, taste, tradition and entire experience of enjoying tea and
guarantying consistent and high quality special tea products. Through our professional
skills & clarity of purpose & values, we aim to become number one tea company in the
Pakistan.

Mission Statement
1) Satisfied Consumers:

At TarwEj chAi, the consumer is number one. Therefore, it is essential that we

provide a product that satisfies all of their expectations. Our primary focus is to
produce teas that offer a unique and truly gratifying experience. In this endeavor,
we will not allow price to compromise our products. Good flavor and product
freshness are the prime considerations in the creations of our teas.

2) Strong Relationships:

With our customers and suppliers we continually work to build and maintain
strong business relationships. We realize that is through excellent communication
and mutual respect that we grow and prosper together.

3) Satisfied Employees:

TarwEj chAi is an equal opportunity employer dedicated to providing our

employees with a challenging and positive environment in which to work.
Recognizing that each and every employee plays a pivotal role in the success of
our company, we seek to attract and retain outstanding individuals who will take
pride in all aspects of their areas of responsibility, and understand the importance
of cooperation among their fellow employees. We strive to motivate and satisfy
our employees as well as promote individuals based on merit and contribution.

4) Good Corporate Citizen:

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 2

 Our company has been, and always will be based upon strong ethical business
practices and is dedicated to only the highest standard of behavior in all areas. We
feel an obligation to support the local communities where we reside so as to build
a good working relationship as well as to contribute to worthy local and national
causes. Furthermore, as a good corporate citizen, we remain committed to
protecting the environment by continually striving to improve the environmental
responsiveness of our packaging.

Objectives
• Providing innovative and higher quality products and services to achieve total
customer satisfaction by understanding their requirements and anticipating their
future expectations or needs.

• The development and the strengthening of partnership with external and internal
customers and suppliers.

• To become the top market leader in that particular segment with in the strong
research and development.

• Continuous quality improvement.

• To create strong consumer awareness against unorganized tea product.

• To establish wide brand recognition through the capture of market shares in the
multi segment.

Introduction

TarwEj chAi was established in April 2010. It was founded by 4 partners Kiran Ashraf,
Saima Khan, Rida Shakil, Faiza Mughal in Karachi, Pakistan. The head office of TarwEj
chAi (private) limited is located at Plot 40, Sector 15, Korangi Industrial Area. The
manufacturing units are located on the Hub River Road in the Northwest of Halkani
Township. There is an intense competition of sellers of tea in the market. TarwEj chAi
has to compete with the brand such as Lipton, Tapal, Supreme, and more popular and
leading brand in tea Industry. The main idea of introducing TarwEj chAi is to change the
strong perception of customer that the Pakistani brands are low quality and obsolete taste.
The company manufactures black tea, green tea and wide Mizaaj range which include
different moods like relax, wake up, sleepy, relief and many others.

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 3

TarwEj chAi initially available at many retail stores and also available at Imtiaz store.
The company wants to make available tea at every other big store like Metro, Macro,
Naheed stores in near future. The main targets customers of company are all age group of
people which belonging middle to upper class.

Market analysis
Our main focus is on organized tea market, where different companies like Unilever and
Tapal are holding the main market share. Some other companies also present in the
market but having very low shares of the market.

• Unilever Pakistan Limited has 43% market share

• Tapal Danedar Limited has 41% market share
• Vital Tea Limited has 6% market share
• Tetley Tea has 4 % market share
• The remaining 6% belongs to other market share in the organized market.

unilever 43%
tapal danedar 41%
vital Tea 6%
Tetley Tea 4%
Others 6%

Unorganized market also capture a good market share in the total tea market of
pakistan.70,000 tons out of 150,000 consumption is of unorganized tea.71% of total
population of Pakistan are living in rural areas. Due to illiteracy and lack of awareness
they are consuming unorganized tea which is mainly affecting the organized tea market.
Due to this they are enjoying a very big market share of total tea market.

Competitive Analysis
DIRECT COMPETITION of TarwEj chAi is with Lipton yellow label and tapal
danedar tea.
Indirect competition of TarwEj chAi is with coffee, loose tea and other flavored teas.

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 4

Generic competition includes all the generic products which can fulfill consumer’s
generic needs.
Last one is budget competition that includes the alternatives.

Lipton yellow label tea

Unilever one of the greatest consumer goods company and Lipton Tea is a product of
Unilever. If you don’t know much about the Unilever you definitely know their brands
like surf excel detergent and Lux soap. In fact you have recently eaten one, cleaned with
one, or applied one to your face, body or hair. they sell around 150 million products
every day which makes them one of the worlds largest food business and a leader in
home and personal care market .our mission is to add vitality to life helping feel good
,look great and get more out of life. Their brands meet person every day needs for
nutrition, hygiene and personal care and they are obsesses with developing new products
that reflect the way that people lives and taste are changing.

Market position

its target market includes all age group accept children .there are operating in more than
110 countries therefore the target market is a global village that consist of people with
different cultures ,habits and foods. But as history tells that tea has been traditional drink
of all culture therefore the tea itself creates its own place in the minds of target market. In
Pakistan they focus more on urban areas (offices, hotels, banks and restaurants) where
people prefer light tea .it captures 85% share in this area.

Strengths Weaknesses
• strong company image • high prices
• strong brand portfolio • substitutes products
• success of slogan • decrease in revenues
• quality and variety • reduced spending for research and
• effective and attractive packaging development

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 5

• solid base of the company • lack of control in the market
• corporate behavior

Tapal danedar Tea

Tapal is well known brand in Pakistan .in 1947 it started business and now are a leader
and so celebrated its 55th anniversary in 2002.making a modest beginning over half a
century back ,today tapal has become the largest,100% Pakistani owned tea in the
country. It has modern tea blending and packaging factories, warehouses equipped with
state of the art equipment and a team of highly dynamic professionals headed by aftab
tapal him. He was the first to introduce soft packs in the country. He developed entirely
new brand and category, tapals family mixture. In dec 1997, tapal tea became the first
Pakistani tea company to earn the ISO 9001 certification’s symbol of the highest
international quality standards. again in 2000.tapal acquired the ISO 9001,2000
certification ,making it one of the first few companies in the world to achieve this
milestone .in addition to the standard required the certification system includes
requirements for environment improvements concept of TQM with major emphasis on
consumer requirements and satisfaction.

Strengths
• Experienced and quality
management
• localizing tea brands
• Integrated Production Process
• Strong supply line
• Highly innovative
• Strong financial position
• Highly profitable non-credit sale
Weaknesses
• Distribution is relatively weaker in
areas other than Sindh
• Highly dependent on Tapal's equity
• Relative technological
backwardness

Brand image

The reason behind tapal success in catching the hearts of the consumer is that it has
always been close to them. This has been possible because of its strong activation

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 6

activities. These activities have added a new dimension to their marketing activities
making them more attractive, exciting and interactive as possible.

Naturals

Tapal danedar tea is a natural source of antioxidants and thearine

Vitality

Tapal danedar helps you to revitalize your mind and body.

Quality

Hand picked close to the bud for best quality tea and finest taste. the quality of tapal
makes it different it offer best quality tea to it consumer

High ethical value

Tapal has high ethical values in the mind of consumer because it is used since ages so
people are well aware of the broad.

Point of difference

The points of diffrence of TarwEj chAi from its competitors are,

• Prices

TarwEj people never wanted to compromise on quality so they adopted value based
pricing as TarwEj chAi specifically catering to different segments of the market so its
prices are based on its effective value to customer relative to other products.
The pricing strategy that we are following is comparatively low then its main competitors
that is Lipton Yellow label tea and Tapal Tea. The price going for products are:

TarwEj chAi
Akss-e-tahzib-e rang-o-khusbo…!!!!

Packaging Price(Rs)
100gm 50
200gm 100
500gm 215
1000gm 425
50 Tea Bags 95
100 Tea Bags 190

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 7

• Moods

Mizaaj Range______Mood ko banae kuch khas…!!!!

TarwEj chAi, first time in Pakistan, offers MIZAAJ RANGE a tea of different moods.
We introduce tea for diffrent categories of moods with different level of caffeine .

Segmentation
The segmentation of our product is as follow:

Segmentation variables Data

Geographic
country Pakistan
cities All major cities
density urban
climate Hot & Dry

Demographic
Age 18-60+
Gender male, female
Family size 1-2, 3-4, 5+
Family life cycle married, unmarried
Income 15,000+
Occupation from middle to upper class
Education school, college, university
Religion religion doesn’t
Race race does not matter
Nationality Pakistani

Psychographic
Actualizes, fulfilled, believers, achievers, strivers,
Lifestyle experience's makers and strugglers.

Behavioral
Occasions Parties and regular occasions
Benefits Quality and taste
User status First time user
Readiness status Aware, interested

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 8

Marketing Mix (Four Ps)
PRODUCT

Product Category: Tea Beverage

Brand Name: TarwEj chAi, a product by TARWEJ

Tagline: Akss-e-tahzib-e rang-o-khusbo…!!!!

Product offering: Black Tea, Green Tea and MIZAAJ Range (mood Tea)

Product Features:
• 100% natural,
• consistent quality,
• highly aromatic,
• strong color,
• great taste,
• easily accessible,
• affordable.

Packaging: The product is offering in Tea Bags and Specialty Packs of 100gm, 200gm,
500gm, 1000gm.

Branding and Labeling: Theme color of TarwEj chAi brand is red with the mixture of
yellow and green. Red color shows the energy while yellow is the sign of brightness with
fun. And the shade of green leaves indicates the freshness and natural aspect of Tea.

Brand Personality: Cultural and Traditional touch with aroma, freshness and innovation
(Mizaaj Range)

Product Discribtion:

TarwEj chAi
Akss-e-tahzib-e rang-o-khusbo…!!!!

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 9

 Black Tea Mizaaj Range Green Tea
Mood ko banae kuch khas…!!!!

Black Tea
Black tea is extremely well known and popular. About 87% of all tea consumed is black
tea. TarwEj chAi offer black tea in different packaging. The usually serving of black tea
is black tea, sugar and milk. Black tea has characteristics similar to coffee, with caffeine,
providing energy when consumed. It is made of Camellia sinensis.

Green Tea
Green tea has the most health benefits of all teas. About 12.5% of all tea consumed is
green tea. Health benefits of Green tea are mainly its antioxidants, famous for combating
cancer and other diseases, as well as aging. It is also a provider of energy. Other health
benefits characteristics are curing and preventing heart disease.
Mizaaj Range______Mood ko banae kuch khas…!!!!
TarwEj chAi, first time in Pakistan, offers MIZAAJ RANGE a tea of different moods.
We introduce tea with different level of caffeine. The mood caterories are:
• Wakeup
• Relax
• Energize
• formal
• Happy
• Sleepy
• Relife

Wakeup
Caffeine: most caffeine
Leaves: Medium leaves with spice bits and berries
Aroma: Spiced cider nose
Color: Deep reddish-brown liquor
Taste: Robust and astringent body with spiced notes

Relax
Caffeine: less caffeine
Leaves: Green tea, aloe Vera, insulin powder, rose petals

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 10

 Aroma: Soothing notes of aloe and rose
Color: Golden green
Taste: Floral aloe notes and smooth green tea

Energize
Caffeine: most caffeine
Leaves: Twisted black leaf
Aroma: Roasted sugarcane
Color: Dark reddish-brown liquor
Taste: A rich, complex body with hints of pear & caramel finish

Formal
Caffeine: most caffeine
Leaves: Gold tips and black needle shaped leaves
Aroma: Biscuity with hints of honey
Color: Dark, copper-brown liquor
Taste: Smooth, medium body with a malty, wine-like finish
Haapy
Caffeine: medium caffeine
Leaves: Medium leaves
Aroma: Chocolate and rose
Color: Dark reddish-brown liquor
Taste: Rich body with delicate wine-like flavors & a hint of
chocolate
Sleepy
Caffeine: least caffeine
Leaves: Herbs and Fruit Lemongrass slivers, dried mint
Aroma: Cool mint and spicy citrus nose
Color: Pale golden-yellow liquor
Taste: Smooth, light body with notes of citrus and minty
Relief
Caffeine: less caffeine
Leaves: Organic verbena leaves, organic peppermint
Aroma: Buttery with clean hints of mint
Color: Deep golden liquor
Taste: Buttery smooth with soft mint notes

Product life cycle:

TarwEj chAi is a product at its introductory phase becaues it is new product in market, so
we will increase the demend by market penetration to move on.

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 11

PRICE

Pricing Objective

Providing quality tea product at moderate low price.

Pricing policy

• Apply the concept of providing quality product at optimum price

• Provide Lucrative discounts and deals

• Have one price policy to maintain goodwill among customers.

Pricing strategy

• As a new comer our pricing strategy is to introduce our products in the market at
lower prices so as to create the huge demand in the market and to compete with
other competitors.

• As we come up in the demand, we will increase our prices and will provide more
standard and affordable tea.

• Price may be increase to reflect quality.

Price of product

The pricing strategy that we are following for TarwEj chAi is cost oriented as the price
that TarwEj chAi is taking is comparatively low then its main competitors that is Lipton
Yellow label tea and Tapal Tea. The price going for products are:

TarwEj chAi

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 12

 Akss-e-tahzib-e rang-o-khusbo…!!!!

Packaging Price(Rs)
100gm 50
200gm 100
500gm 215
1000gm 425
50 Tea Bags 95
100 Tea Bags 190

Position in Pricing Strategic Matrix

Product development with Penetration Pricing

 Our product will be lie on penetration strategy with high quality & low price
 Product development phase that is introducing new product in existing market.
 Price low to capture market share

PLACEMENT (Distribution)

Headquarter: is in Karachi

Warehouses: TarwEj chAi has 5 main warehouses in Pakistan which are located in the
following cities.
• Lahore
• Karachi
• Multan
• Hyderabad
• Sukhur

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 13

Mode of transportation: From road transportation

Channels of Distribution

Manufacturer ------◊ Wholesale Disributor-------◊ Retailer -------◊ Consumer

The channel of distributions of TarwEj chAi brand is simply as shown by the diagram as
manufacturer to wholesale distributors who vary according to geographical dispersion
and then to retailers (with in region) to final consumer (customer).

KARACHI

Lahore
Karachi
Multan
Hyderabad
Sukhur

With in region

CONSUMER

Product Availability

TarwEj chAi is supplied through a distribution network and is made avalible at

• retail outlets (such as super markets),

• wholesale shops,
• institutions,
• utility stores,
• canteens and

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 14

 • hotels
Prepared tea served in hot tea shops so the end consumer has easy access to it.

PROMOTION

Promotional Objectives:
• Develop brand awarness
• Generate traffic
• Build loyal customer

Promotion startegies:
TarwEj chAi is using both BTL and ATL campaigns and stategyies for promotion of the
brand.

Objective of campaigns:

• Develop stronge brand image and personality

• Increase brand equity by extending brand awareness
• Position TarwEj chAi as a unique, innovative and cultural product

BTL (Below the line)

Set up stands and racks in super markets:

We will set up stands and racks in the supermarkets in order to make tasting to the
supermarket’s customers. The stands should be placed between the fresh food and the
food with the aim to attract all the consumers. The stand should represent the brand with
the color of the company, the logo, and the family environment. For example, the stand
could be shaped like a house.

Tezdum rahe ga Pakistan…!!!!

Our frist phase of campaign is to provide free samples of tea in the market, malls, and
institute for the brand awareness. The positioning statement for our frist campaign is
“Tezdum rahe ga Pakistan”

Mood ko banae kuch khas…!!!!

For the promotion of Mizaaj Range we serve the prepared cup of tea at hot tea shops in
main commercial roads and in big shopping malls like Dolman, millennium etc.

Out of home signage:

We will display the billboards, stemmers on the main commercialized roads. We also
display the walls capes.

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 15

ATL (Above the line)

At the beginning, the strategy is to focus on the Internet, the radio and on daily
newspaper to reach a lot of customers. These media are noticed by a large target group
which will help the firm to be known.

Internet

Banner ads on magazine and website such as facebook, MSN, yahoo.

Radio (FM)

Ads in evening shows and in driving shows

Newspaper

Quarter page ads on main newspapers like Dawn, Jang, The News etc.

After six months or one year, we will begin a campaign on television, in magazines.

Television

Commercial on cable network and in T.V shows especially in prime time Dramas

Magazines

Full page ads in magazines including Akhbar-e-jahan, Mag, Family magazine, fashion,
and business magazines

Co-branding

Available at big hotels like P.C etc and at big shopping malls like Dolman mall,
Millennium etc.

Campaign-Timeline

May 16th-Oct 30th Nov

st
1 -Onwards
May 1st-May 15th

Free sampling
Internet Television Stands and Racks

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 16

 Radio (FM) Magazines Billboards
Newspaper Co-Branding

Positioning Strategies of TarwEj chAi

Positioning involves designing the product and image that will occupy a distinctive place
in the mind of the target market TarwEj chAi has positioned it’s product in the mind of
consumer as; active, refreshing, color, aroma, taste, flavor and Mizaaj range with
outstanding quality.

POSITIONING STATEMENT:

Akss-e-tahzib-e rang-o-khusbo…!!!!

TARGET CONSUMER:

“For all age group people belonging to middle, upper middle & upper class”.

STATEMENT OF NEED OR OPPORTUNITY:

Who want active and refreshing life style for themselves and their families.

PRODUCT CATEGORY:

“TarwEj chAi” is a tea.

Legend myth and facts after water, tea is the most widely consumed beverage in the
world. It has a cooling, slightly bitter, astringent flavor which may enjoy. There are
different varieties of tea available other than black and green. TarwEj chAi going to
introduce Mizaaj range Mood ko banae kuch khas…!!!! Which include wake up, relax,
energize, formal, sleepy and relief that is not already exists in Pakistan.

CORE BENEFIT PROPOSITION:

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 17

The core benefit proposition of tea is that it has taste, flavor, color, and aroma.

UNIQUE SELLING PROPOSITION:

Mizaaj Range comes under the unique selling proposition. It newly introduce in Pakistan
through it now people enjoy chai according to their mood like relief, energize, sleepy,
wake up. Mizaaj range categorize with the proportion of caffeine like in sleepy mood
least proportion of caffeine include and in wake up mood high level of caffeine include.

POSITIONING BASES:
• Positioning by attributes/benefits
• Positioning by use, occasion/time
• Positioning by price and quality
• Positioning by product user and product class
• Positioning by competitors

1. POSITIONING BY ATTRIBUTES/BENEFITS:

• TarwEj chAi positioned as:

Akss-e-tahzib-e rang-o-khusbo…!!!!

• Campaigen……..Tezdum rahe ga Pakistan…!!!!

• Mizaaj range as:

Mood ko banae kuch khas…!!!!

2. POSITIONING BY USE, OCCASION/TIME:

Along with black and green tea which is all time favorite of the people of
Pakistan. TarwEj chAi offer wide Mizaaj range which is position according to
occasion and time use like some time people
want to be energize…….
want to be relax……
want to be wake up…..
want to be sleepy……
These all and many more mood now people can enjoy with a Mizaaj rang of the
TarwEj chAi.

3. POSITIONING BY PRICE QUALITY:

A quite powerful approach positioning by price consumer, quality expectation

level are different depending on socio economic status. TarwEj chAi adopt
strategy where they can’t compromise their quality because target market is
upper, middle and upper middle their quality is up to the mark at optimum price.

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 18

4. POSITIONING BY PRODUCT USER:

TarwEj chAi users are all age of group people weather they are adult, young or
old. All the people enjoy tea according to their own taste, flavor, and aroma.

5. POSITIONING BY PRODUCT CLASS:

TarwEj chAi focus on 3 socio economic classes which includes upper class,
upper middle class and middle class.

6. POSITIONING BY COMPETITOR:

Marketer wants consumer to believe that the brand is superior or at least as good
as offered by competitor pay less and get more with “TarwEj chAi”. Consumer
pays less with the market price and get as much as the competitors offer because
with a black and green tea they also offer Mizaaj range at the lesser price.

Contingency Planning
Alternate marketing plan

Marketing plan & its strategies make product race in competitive situation executes brand
image, which gives loyal customers to the company. It helps the product to makes it
independent identity offer diverse brand after taking local taste into account. TarwEj
chAi products vary in terms of blend, pricing and packaging format to cater to the unique
need of each segment.

If TarwEj chAi does not well go into the market than the alternative market plan to
TarwEj chAi will be:

PRODUCT
Changing in packaging size:

• TarwEj chAi has launched different packaging sizes of 100gm, 200gm, 500gm,
1000gm and tea bags respectively. It can introduce sachet in order to attract
middle class and budget conscious people.

• New product development and building business in:

Fruit & herbal infusion

Ready to drink teas

PRICE

Discount offerings:

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 19

TarwEj chAi can offer discounts to its customer in order to attract more number of
customers.

PROMOTION

Tokens and gift hampers:

TarwEj chAi can offer token on purchasing TarwEj chAi and also give gift hampers by a
lucky draw to its customers.

PLACE

Wide distribution:
• TarwEj chAi can adopt wide distribution by franchising.

• Strengthen TarwEj chAi in existing geographies.

• Expansion into new geographies.

Recommendations

• TarwEj chAi should focus on more promotional strategies to give more value to
brand in Pakistan.

• TarwEj chAi should focus on price strategy to capture the lower segment of the
market.

• Personnel selling should also increase to make good customer relation ship.

• TarwEj chAi should be more promoting their products through electronic media
and taking big celebrities of Pakistan for advertisement.

• Sales promotions like prizes, lucky draw schemes should be introduced to attract
more customers and involve kids and children to increase sales.

• The activities like customer satisfaction day should be performed on regular basis
so the company should know about the feedback of customers regarding the
product and image of the company.

• Must emphasis on the quality of the product than brand enable to compete with
other brand of Pakistan.

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 20

 • They can easily capture more market by introducing other grams of packs in the
market.

• Expand their business in other cities of Pakistan.

• According to one survey people of Pakistan prefer black tea 64% and green tea
24% which shows that company should also emphasis on black and green tea
instead of only emphasis Mizaaj Range in their advertisement.

• As the name TarwEj chAi and its tag line Akss-e-tahzib-e rang-o-khusbo…!!!!
gives culture feeling so, if company introduce tea in rural areas they can become
more successful.

• Promotional activities in rural fairs and socially responsible promotional activities

to attract rural consumer and social awareness.

• Literacy rate increase in Pakistan if company increase awareness of Mizaaj Range

people can gradually come towards it also.

Conclusion

TarwEj chAi… Akss-e-tahzib-e rang-o-khusbo…!!!! is the product of TARWEJ offering

tea in black and in green. Mizaaj Range is a USP of this brand which offers tea in moods
such as wake up, energize, relief, happy, sleepy etc.The main compititors of TarwEj chAi
is Tapal and Lipton beside these main compititors Superem, Tetlely, Brook Bond are also
giving compitition to TARWEJ brand.This product is newly launch in market so, for
promotion initially we are going for free sample for brand awareness and then use both
the strategies that is above the line and below the line. Our positioning statement or
tagline is Akss-e-tahzib-e rang-o-khusbo…!!!! for Mizaaj Range is Mood ko banae kuch
khas…!!!! And for initial campaign Tezdum rahe ga Pakistan…!!!! If our product is fail
to capture the market then the alternative planing should include changing in packaging
size, discount offerings, Tokens and gift hampers, and wide distribution.

TarwEj chAi…. Akss-e-tahzib-e rang-o-khusbo…!!!! 21