Tealula

Marketing Plan Outline

Lilly Miller
BUS 231
Jeffrey A. Hoyle, Ed.D.
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Table of Contents

2 Strategic Focus and Plan

2 Mission/Vision

2 Goals

2 Situation Analysis

2 Industry Analysis/Trends

3 Market – Product Focus

3 Marketing and Product Objectives

3 Target Markets

3Points of Difference

4 Marketing Program

4 Product and Product Strategy

4 Price

4 Promotion

5 Place
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Strategic Focus and Plan

Mission/Vision
Our plan is to have the most knowledgeable staff on tea. To be known to be the most liked and fun tea shop around,
but also to be the most trusted. As well as having the best selection of loose leaf teas and tea-ware. Finally to be
known for brewing the prefect cup of tea.

Goals
Our goals are to increase the average sale per customer. Increase transactions per year. Focus on customer lifetime
value by increasing the number of years a customer buys from us to build loyalty. Along with increasing the number
of new customers we have. By also adding them to the database of customers. Create tea of the month club, a
subscription box.

Situation Analysis
Industry Analysis/Trends
The tea industry will be increasing by 12.63 billion in the up coming years. Due to the fact that more research is being
put into the health benefits of tea. The demographic of tea drinkers is changing from older generations to more of the
young millennials. Matcha is becoming increasingly popular more consumers are looking fun and tasteful ways to
consumer it.
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Market Focus
Target Markets
Since tea is becoming extremely popular with everyone we will approach the market as a undifferentiated. We have
from young children to senior citizen that come in to enjoy tea. However, we need to work more toward the young
adult crowds, 20-29 year olds. We have for the most part conquered everyone else besides them but are working on
more ideas on how to bring them in.

Marketing Program
These marketing mix variables will help increase the customers satisfaction rate. Having the right loose leaf tea/ tea
ware and price will bring in loyal customers. Having our promotions and advertising mainly on Facebook has helped a
lot but focusing more on Instagram I will bring more 20-29 years old in. Being located right by the metra train station
gives easy access to people all over.

Product and Product Strategy

Our tea selection of over 200 teas gives everyone a chance to find their prefect fix! Our staff is always looking for new
flavors and types of teas to provides customers who have different types of taste. Along with the loose leaf tea
selection we provide different tea ware to bring home to make you own prefect cup of tea. Each bag of loose leaf tea
as very clear instructions on how to brew it just right. Each tea-ware as well has is aesthetically pleasing to the eye
and easy to use.

Price
Each bag of tea varies on price depending the low to high quality of tea. Most herbals and fruit tisanes range from
$7.99 to $9.99 for a 50 gram bag. Considering those tea do not have actual tea leaf in them. However, a high grade
of a green tea could cost $39.99 for a 50 gram considering the years, process it took to grow and make. Our small
business had seasonal prices for what we are selling however it is higher that other mass producing tea companies.
Since our staff are the ones packaging each tea. Our tea ware is also reasonable prices at least slightly above
wholesale price for its quality materials and its tea use.

Promotion
Using Facebook has really aloud us to reach consumers all over the world. Having a live chat each Thursday has
encouraged customers to tune in and be more involved in the store. This gives them a inside look on promotions we
are doing in the store like our first ever clearance section. During the summer months we like to do name day. This is
where if your name is on the board we put up outside you get a free tea. Posting the name day board on all of our
social media platforms has encouraged people to come in and check the store out. This also has build our customer
base, because previous customers are tagging their friends who have never been a customer to come in and get a
free tea. To bring in more of our next target group of 20-29 year olds, we should increase our usage of Instagram.
Going live also on Instagram will encourage users to check out our profile on there as well.
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Place
When you come into Tealula and order a tea for here, it will be presented to you with the proper etiquette of a proper
tea server. If a customer orders tea from our website, it will immediately be shipped out, glasses ware will be bubbled
wrapped and the packages of teas will be nicely placed into the box with tissue paper folded over. Along with free
samples of teas and little tea candies. Each package will be sent out with a hand written thank you card by the staff
member who packaged it that will also explain their tea selection and different tips and tricks on how to brew it at
home.