Marketing Project Proposal

Title

Repositioning of Tetley Tea

Submitted by:

Areeba Tawab

F1F13MBAM0022

Supervisor:

Sir Jahanzaib 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
customer’s 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 Pakistan’s 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 customer’s 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 world’s best brand in your country.
▪ Performing market analysis and try to know what customer want
▪ Designing a new marketing plan for Pakistan’s 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 competitor’s analysis of Pakistan. Company can use these
strategies to capture the Pakistan’s 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
 COMPETITOR’S 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.