Marketing Plan and Sales Strategy

Assignment 2: Marketing Plan

Marketing Plan and Sales Strategy

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Assignment 2: Marketing Plan

Marketing Plan and Sales Strategy

Target Market

Consumer Types and Demographic Information

Paying attention to the marketing analysis and the company SWOT analysis data, the company has much been able to effectively understand the strength, weaknesses, opportunities and treats for our product against the need of the market. In such way, the company is in a better position to correctly recognize the market need and plan against these. From the evaluations of the market, the company’s basis consumer to be targeted would be persons of both male and female gender of ages between 18 and 40 in our marketing efforts. On the social status, the product’s marketing would be target to people across all the economic classes particularly focusing on young professionals (Lee, 2015). Further, taking the ethnic factor, the marketing of the product would focus on individual of all races given the uniform appeal of green tea to all races as determined from the market trends. On the reasons why the above named ages have been chosen, it came out from various analysis of trends in the market that such populations of these ages basically are much inclined to a yearn to fulfill their tree needs:    

• Health
• Social Network
• Novelty

Given such needs from individuals of the 18-40 age bracket they would form the active and busy consumer who are in much need of The New Green Tea as a healthy option that is distinguished for its being refreshing tea well tested on its ability to helps its consumers relax, relieve stress, clear their mind and give you the sleep needed to continue to excel in your busy lifestyle. The product will not only deliver these highly desired effects, but are also package in a some catchy packs that are much appealing to carry along as opposed to the traditional black tea.

In coming up with focus groups as outlined above and focusing on the people within the municipality, there is a growing trend pushing people of all the ages, educations levels and economic standing more to the consumption of green tea. This can much be supported by the increase in sale of green tea across the existing store within the municipality. A central point that comes out from the rise in the popularity and preference of green tea as a drink the locality can much be attributed to the growing need of healthier options to the soft drinks that have for long run the market given the much health consciousness that is on the rise for persons across all the demographic classifications (Lee, 2015).

Company’s Market Competition

In starting and growing the business, the company would need to gain some market by engaging in various activities that would draw customers away from other competing companies (Michaeli, 2013). Looking at the level of the competition, The New Green Tea does have both direct competitors offering the same product and a number of indirect or stealth competitors that seek to get consumers off green tea by offering substitute products.

On the stealth competitors, the company would most likely face massive competition from coffee as a substitute product for green tea. Looking at the trend and the presence of coffee as a drink in this locality, the market in similar ways to green tea is rapidly shifting to coffee from the traditional black tea. Further, there is the existence of the other tea companies that have already experienced enough shifts and are old in market and are also paying key focus on shifts to green tea and are able to influence the market participants to continually add features and cut prices, well in that case it’s a big risk for our new product. Among the key competitors particularly within the municipality are:

Tetley Tea: Tetley tea has a store in town and is a fully owned subsidiary of Tata Tea Limited owned by India’s Tata Group and is the second largest tea brand in the world. With the varieties of Tetley Orange Pekoe, Tetley premium black tea and Tetley Green tea, Tetley currently enjoys excellent distribution and client base.

Nescafe: Nescafe is a brand of Nestle which offers coffee as a substitute of tea. At present and having established a stable brand, Nescafe coffee remains much attractive particularly to the younger generation and its continuous innovation and solid customer service support has seen it strengthen its competitive position in the municipality.

Ispahani Mirjapur Tea: Finally, this is another major player in this locality and is a Bangladeshi product which has proved to be a darling to a majority of the Asian community in the locality.

With above listed players taking up a majority of the market share with its products, the competition in this sector remains high as each player seeks new innovative ways of drawing customers to its brand and away from the others (Michaeli, 2013).

However, notwithstanding such strong competition, The New Green Tea would seek to carve out a definite image and gain recognition among the targeted segments. The flavor the company would seek to serve to the consumers is the critical point of differentiation for competitive advantage.   Paying attention to the younger generations much attracted to Nescafe, there would be offerings of a new flavor which will give them a peace mind and a healthy life at a reasonable price. In addition to our differentiation strategy, we would focus on other segments that have not been aptly exploited by the existing player particularly the institutional clients - hotels, restaurants and cafes which from analysis hold much promise for green tea brands in the locality given the busy schedules of people in these places.

In addition to high differentiation that would be exhibited in our tea categories, the company would typically pursue niche markets in addition to creating new market categories such as in learning institutions and office blocks (Raman, Mantrala, Sridhar & Tang, 2012). Further much would be done in not just creating brand awareness but communicating the benefits as well of the brand. In this it would be central to understand that the main task of the company in the green tea business would include building appreciation of the benefits of the category and drive penetration. Consequently, the central activities would be centered on making consumers aware of the category, clearly communicating the benefits and driving trials through sampling.