How to launch a green tea in the market by using marketing strategies?

1. SUBJECT-MARKETING
MANAGEMENT
PRESENTED TO:
MR. RAVINDRA
PUJARI
PRESENTED BY:
SWASTI
CHATURVEDI
B.B.A. LL.B. V SEM
SEC- ‘B’

2.  1) Organic India
 2) 24 Mantra Organic Green Tea
 3) Twinings
 4) Lipton
 5) Tetley
 6) Typhoo
 7) Golden Tips
 8) Happy Valley
 9) LaPlant
1)
2) 3) 4) 5)
6) 7) 8) 9)

3.  Brand Name: The name of my product is ‘KETTLE
MOMENTS’. We all are already aware as to what
kettle actually means. In general terms, it refers to a
container or device in which water is boiled, having a
lid, spout, and handle. Such name is given to my
product as it is basically related to tea.
 Type of Product: My product comes under the
category of Convenience Products which is a kind of a
Consumer Product.
 Logo: Kettle Moments written in a bubble
 Tagline: Jilo zara…

4. The product will be sold under Swastik
Ventures Group i.e. its parent company.
Kettle
Moments!
SwastikVentures
Group
10
Invidual
packets Instant
Green
Tea
Jilo
zara…

5. NIMBU MASALA:
GINGER &
HONEY:

6. PURE TULSI: SPECIAL
AYURVEDIC:
CHATPATA
MASALA:

7.  Primary Packaging:
Primary packaging is the packaging in direct
contact with the product itself and is sometimes
referred to as consumer or retail packaging. The
main purpose of primary packaging is to protect
and/or preserve, contain and inform the
consumer. Hence, my product’s primary packaging
is in form of tea bags.

8.  Secondary Packaging:
Secondary packaging is the packaging that holds
together the individual units of a good. It is
designed not so much to hold the good (that is the
job of the primary packaging) so much as a means
to deliver mass quantities of the good to the point
of sale or end user. Hence, the tea bags will be
put into packets containing details of the product.

9.  Tertiary Packaging:
Tertiary packaging is the packaging that is used to
protect not only the product but also its
secondary and primary packaging. Hence, the
product will be covered with cardboard boxes so
that during distribution of the same, it will remain
protected from the external environment.

10. Labelling is the display of label in a product. A label
contains information about a product on its
container, packaging, or the product itself. It also
has warnings in it. Hence, in my product, the
labelling will be done on its packaging.
Back side of the
packaging

11.  Price is the value that is put to a product or
service and is the result of a complex set of
calculations, research and understanding.
 The pricing strategy which will be adopted in case
of green tea product will be ‘Economy Pricing’. It
is a type of pricing in which margins are wafer
thin and targets the mass market.
 Therefore, the price of my product will be Rs.
30/- per product containing 10 sachets costing Rs.
3/- each.

12.  It refers to taking decisions related to
distribution channels.
 Distribution channels are set of pathways a
product or service follow after production.
 The distribution channel adopted is long one i.e.
‘Inclusive Distribution’. The intermediaries
included will be Wholesalers and Retailers.

13.  The mode of transportation being adopted is
‘Trucks’ which is the most common one. The size
of the truck is medium.

14.  A warehouse is a building for storing goods.
 Warehousing is the act of storing goods
that will be sold or distributed later. While a
small, home-based business might
be warehousing products in a spare room,
basement, or garage, larger businesses typically
own or rent space in a building that is specifically
designed for storage.

15.  There are various kinds of techniques for
promotion of a product by the marketer. There
can be a single usage or a blend of such tools of
promotion.
 Following are some of the techniques which will be
adopted for promoting my product:-
 SALES PROMOTION
At the beginning, the product will be sold on
discount like 5%, 10% etc. Also, I will continue
selling it by providing coupons, payback offers,
vouchers, samples etc. to the customers.

17.  ADVERTISING
The product will be advertised through different
media to make aware the general public about the
product in the form of Televisions, Radio Jingles,
Magazines, Newspapers, Internet etc.

18.  PERSONAL SELLING
It is one of the traditional techniques for
promotion wherein salesperson interacts with the
customer directly by visiting them. Hence, I will
appoint salespersons who will do promotion of
green tea by meeting customers directly and
letting them know the details of the product.

19.  Target customers, better known as a target
market, is a group of customers that a firm plans
to reach with marketing efforts.
 In case of my product, the target customers will
be decided as per the following factors:-
1. Demographic Conditions
2. Customer preferences and needs
3. Lifestyle of people
4. Culture
5. Willingness to pay/ Standard of living

20.  Hence, the target customers for my product i.e.
green tea will be:-
1. Men and Women of age groups between 18-60
years
2. Health Conscious people
3. Middle class or Rich class people
4. People who are price conscious
5. Early risers (people who wake up early in the
morning)
6. Unfit people who want to become fit
7. People living in urban areas
8. Youth

22.  USP refers to Unique Selling Proposition. It is a
feature or characteristic of a product, service, etc.
that distinguishes it from others of a similar nature
and makes it more appealing.
 The USP of my product is in the following ways:-
 It comes in various flavours which will have a
different taste as compared to the other products.
 The packaging is totally eco-friendly i.e. there will not
be any kind of usage of a plastic material or any other
material which is harmful to the environment.
 It is more durable in nature and can be stored for a
longer period of time.
 It is much healthier and tastier.

23.  Tannins- Gives green tea its astringent flavour. They have antioxidant and
antibacterial properties, and also act as detoxicants.
 Caffeine- A bitter ingredient. While a stimulant, the caffeine in green tea
also acts to relieve stress.
 Contains B1, B2, niacin and pantothenic acid. B vitamins aid carbohydrate
metabolism. They also promote secretion of digestive fluids and protect the
mucous membranes.
 Green tea contains large amounts of vitamin C, which is resistant to heat.
Five or six cups of green tea a day provides the body with all the vitamin C
it needs. Vitamin C also prevents the formation of melanin, inhibits
oxidation, and increases the body's resistance to disease.
 Green tea contains chemical compounds called tocopherols (more commonly
known as Vitamin E), which are thought to have anti-aging properties.
 An amino acid that produces an umami taste. The better the tea, the more
theanine it contains.
 Among others, green tea contains green chlorophyll and yellow flavone
compounds.
 Green tea contains potassium, calcium, zinc, nickel, and molybdenum.
 Green tea contains the most fluorine of any food or drink.
 A special ingredient in green tea that has anti-inflammatory properties.