Marketing Project Proposal

Title
Repositioning of Tetley Tea

Submitted by:
Areeba Tawab
F1F13MBAM0022

Supervisor:
Sir Jhainzaib Yousaf

19th November, 2016

PROJECT PROPOSAL

CHAPTER NO 1: INTRODUCTION
1.1 INTRODUCTION OF THE PROJECT
Tea is an aromatic beverage commonly prepared by pouring hot or boiling water over cured
leaves of the Camellia sinensis, an evergreen shrub native to Asia. My topic is related to
repositioning a Tea brand that is currently performing under in the market or now out of the
market. The Brand I have selected for repositioning is TETLEY TEA. If it is relaunched it can
attain very good market share as it is one of the best brand in international market but due to lack
of some dimensions is under performing in Pakistan. By changing the perception of product in
customers mind it can target huge and much wider market. It only needs to have a new
marketing plan and strategies and that is what my project is about.
1.2 BACKGROUND
Tetley is an English beverage manufacturer, and the world's second largest manufacturer and
distributor of tea. Tetley's manufacturing and distribution business is spread across forty
countries, and sells over sixty brands. It is the largest tea company in the United
Kingdom and Canada, and the second largest in the United States by volume. But due to some
drawbacks is currently almost roll back in Pakistans market that is very shocking as Pakistani
people are very fond of tea there is a huge market on Tea. I will redefine its STP (Segmentation,
Targeting & Positioning), Marketing Mix (Product, Price, Placement, Promotion) etc.That will

change its perception in customers mind. A complete market plan is going to prepare for
Pakistani Market.
1.3 OBJECTIVES
The vision and objective behind this project study is to find new and improved marketing
strategies that can capture more market share Following points are going to be under
consideration.

Repositioning of Tetley Tea as worlds best brand in your country.

Performing market analysis and try to know what customer want
Designing a new marketing plan for Pakistans Market.
Strategies to Re launch it in the Pakistani market.

1.4 SIGNIFICANCE
My project will give basis to the Company to reposition its brand as I am
giving plan according to the marketing conditions and competitors analysis
of Pakistan. Company can use these strategies to capture the Pakistans
market share that they once lost. The basic purpose is to uplift them and let
the customer know that what Tetley is offering and they actually worth it.

CHAPTER NO 2: CONCEPTUAL REVIEW

2.1 COMPANY OVERVIEW
Old marketing mix of TETLEY TEA will be elaborated for better
picture comprehensively about what was that company in the
past especially background history.
2.2 FAILURE OF TETLEY TEA
All the reasons of failure of TETLEY TEA in Pakistan will be
elaborated to justify the repositioning purpose. As the need of
current market.
2.3 MARKETING MIX
Old marketing mix will be defined as it will be the basis for
making new marketing plan.

2.4 REPOSTIONING OF TETLEY TEA:

For repositioning TETLEY TEA, following marketing plan will be
defined in this project. These are actually the strategies to re
launch TETLEY TEA in Pakistan again. It will be covered under
following headings.
MARKETING MIX (REVISED)
Product
Slogan
Core Benefit of Product
Positioning
Product attributes
Product Variety
Price
Pricing Method with justification
Place
Marketing Channels Variety
Flow of Marketing Channels
Promotion (IMC)
Medias to be used
Reasons to use all media

MARKET ANALYSIS
Industrial analysis of Pakistani tea market will be
done. It includes:

already existing firms of Tea

potential of market for new variety and target

customer
users potential
profit chances

COMPETITORS ANALYSIS
All the analysis of existing competitors, their share in
the market, their competitive advantages in Pakistan,

SWOT Analysis of all competitors to identify gap and

find opportunities.

No. of Current brands/competitors

Market Share
Facts & Figures
How TETLEY TEA will compete them

TARGET MARKET AND SEGMENTATION (EXITING

AND NEW)

Segmentation
Targeting
Positioning

BRAND ELEMENTS OF TETLEY TEA (EXISTING AND

NEW)

Brand Name
Logo
Spokesperson
Slogan
Packaging

2.5 POINT OF DIFFERENCE:

Its uniqueness from all other existing brands in Pakistan through
which it can get competitive advantage.
2.6 POINT OF PARITY:
Its common features with other existing brands to show that it is
the competitor.

2.7 FUTURE PLANS:

Some future plans will be suggested for the company to maintain

its position in the long run.
2.8 CONCLUSION
In the end, conclusion will be given based on the final results of
Project.

CHAPTER NO 3: METHODOLOGY
3.1 DATA COLLECTION SOURCES
It is an exploratory study so Secondary Data Collection technique
will be used for study and analysis purpose. And to some extent
Primary data collection is also going to be used as to want to
know what customer wants and what are the reasons of failure
we are going to communicate directly with the customer.
3.2 DATA COLLECTION TOOLS/INSTRUMENTS
Data Collection Sources will be:

Published Printed Material: Journals, Magazines,

Articles Newspaper
Published Electronic Sources: E Journal, General

Websites, Web Blogs

Questioner: That are going to be filled by customer
directly

BIBLIOGRAPHY
At the end, all the reference material will be pasted in APA format whether it have
been taken from websites, journals, books or news.