Documente Academic
Documente Profesional
Documente Cultură
4th Batch
GROUP DETAILS
Group Name: ENLIVEN
No 01 02 03 04 05 Roll no. 105296 105321 105323 105289 105279
Name Md. Hedaytun Nabi Nahida Yeasmin Rakhi Nazia Afroz Niti Shamima Akter Liton Ahammed
PRESENTATION ON
DEVELOPING A NEW PRODUCT MARKETING POLICY.
Course Title : Principles Of Marketing. Course No : 2106
WE SELECT
GREEN TEA
AS OUR SELECTIVE PRODUCT
ENLIVEN
GREEN TEA
Idea generation
Idea screening
Market strategy
Business analysis
Product development
Test marketing
Commercializati on
Marketing process
UNDERSTAND THE MARKET PLACE & CUSTOMER NEED & WANT. DESIGN A CUSTOMER DRIVEN MARKETING STRATEGY. BUILDING CUSTOMER RELATIONSHIP. CAPTURE VALUE FROM CUSTOMERS.
Target markets
Green tea primary target market is the generation young who wants healthy living. Self actualization: Happy with developing healthier life, self development, realization. Esteem needs: Recognized for having a healthy and fit mind and body and status. Social needs: Sense of belongings love, want to increase immunity, reduce cholesterol and prevent certain cancers.
Safety needs: Need a drink that has anti oxidant, protection, security, and variety.
Physiological needs: Vitamins and minerals.
Competitive advantage
Highly valued with vitamins, anti-oxidants, energy, minerals , protection against certain disease Ready to drink tea. Affordable, refreshing, and delicious drink. Cold tea. For the person who will quench the thirst of gym.
Ready available drink that will exceed the expectation and needs of individuals who are living in a fast paced life style.
Lemon flavored , ginger flavored tea.
favor products that we offer the most quality, performance & features & that the organization should therefore devote its energy to making continuous product improvements.
companys goals depends on knowing the needs & wants of target markets & delivering the desired satisfactions better than competitors do.
Social marketing concept: It is a principle of
enlightened marketing that holds that we should make good decisions by considering consumers wants. Our requirements, consumers long-run interests & societys long-run interests.
Marketing Environment
Micro environment
Company.
Suppliers.
Macro environment
Demographic
economic
Marketing. Intermediaries.
Customer market.
Natural
Technological Political cultural
Competitor.
Publics.
Branding
A brand is a name, term, sign symbols or design or a combination of these that identifies product. Brand Name Selection: Desirable quality for a brand name includes the following It should suggest something about the product's benefits & qualities. It should be easy to pronounce, recognize & remember. The brand name should be distinctive. It should be extendable.
Pricing Factors
1. Value based pricing
Value added pricing: Attaching value added features & services to differentiate a company's offers & to support charging higher prices.
Pricing strategy
Market-skimming pricing: Setting a high price a new product to skim maximum revenue layer by layer. From the segments willing to pay the high price, the company makes fewer but more profitable sell. Market-penetration pricing: Setting a new price for a new product in order to attract a large number of buyer's & a large market share.
Product features
GREEN TEA
High quality of vitamins & minerals. Relaxed & relives body & soul. Aids digestion. Reduces fatigue & improves concentration. Low in caffeine & high in fluoride. Strengthens blood vessels walls. Prevents cavities & aids, carbohydrate, metabolism.
Better tea leaf. Well refined. environmentally friendly packaging. Reasonable price.
Lower
Good Value Strategy
Higher
QUALITY
Overcharging Strategy Economy Strategy
Lower
Market Analysis
About 87% of all tea especially is black tea & 12.5% is green tea. (Tea association)
Environmental Analysis
Largest percentage of Bangladeshi population is
Competitor Analysis
Black tea, white tea & coffee is the most likely Substitute product for tea. Our main competitors are Kazi & Kazi tea,Ispahani Green tea & Lipton Taaza tea.
SWOT ANALYSIS
Strengths
First mover Advantage
Opportunities
Reasonable price.
All classes people might be our possible customers.
Weakness
Its a new product. Huge market share is captured
Threat
Competitors could also diversify their product.
by competitors.
Limited experience
4ps analysis
Product
The shop.
Marketing approach.
Price
we sell our product on a packet in three different ways.
Leaf in-52 tk/250 gm,leaf out -75 tk/250 gm. Leaf in-210 tk/1 kg, leaf out-300tk/1 kg. 5 tea bag in a packet which is 15tk/packet. Price may be increased to reflect quality.
Promotional Objectives
Develop awareness Generate traffic Build loyal customer base Free sampling Advertising TV Campaign, magazines-newspapers Personal selling Direct marketing F.M. Radio. Create brand as national brand.
At a Glance
As Green tea is a new product in our country, so it has some lacking such as no popular brand name, people are not accustomed with such kind of product etc. But we hope we can easily overcome these lacking in our nearest future by providing better quality and creating strong brand loyalty among the customer. We believe that our people will prefer the Enliven Green Tea then traditional Tea after comparing the product benefits. Hopefully in near future our people will use green tea besides with traditional tea for achieving good health & cheer up their mind.