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Group Members:
Faiza Hammad Sandeela Hina Murad Somani Aamir Rafiq Owais Akram Ali Mohsin
Acknowledgment
We are thankful to God Almighty who has given us the abilities to do share hard work and enthusiasm to perform well. We owe a special depth of gratitude to our generous teacher. We would like to express our deep gratitude to Mr. Altamash Pervaiz who guided us throughout our research which groomed us in the art of identification and statement of issues, problems and concerns; determination of the parameters for purposes of in depth inquiry; drawing of a blowups of all the reluctant knowledge in order to reach a synthesis or a reasoned out point of view at the end. And we are sure that these things that we have learnt in his guidance would play a vital role in making our future bright.
TABLE OF CONTENTS
1. 2.
Objective Methodology
4 5
Market Research Data Gathering and Interpretation 3. 3C Analysis (Customer, Competitor & Company) 4. Market Segmentation 10 14 18 18 19 27 27 9 10
Objective
To successfully launch a new brand of green tea in Karachi and capture 20% market share
of Tea in a period of 5 years, keeping in view competitors strategies and consumer requirements.
Methodology
Following is the methodology, we used for our product:
Market Research
It has been done through Survey. Below are the survey results:
Profession
Area of Residence
Gender
Age
Tea
Benefits of Tea
Green Tea
Market Segmentation
Below are our Green Tea Demographics:
We focused on Age Segmentation between 16-35 because this age group is most Health Consciousness; want to remain active and look slim and smart. Also they are the more Tea Consumers.
Market Targeting
After the process of segmentation the next step is for the organization to decide how it is going to target these particular group(s). There are three targeting options an organization can adopt. Option 1 Undifferentiated Marketing - Sometimes referred to as mass marketing the firm may decide to aim its resources at the entire market with one particular product. Coca Colas original marketing strategy was based on this form. One product aimed at the mass market in the hope that a sufficient amount of buyers would be attracted, although there are now changes in their product line to cater for growing dietary and caffeine free needs of consumers.
Option 2 Differentiated Marketing Strategy - Where the firm decides to target several segments and develops distinct products/services with separate marketing mix strategies aimed at the varying groups.
Option 3 Concentrated Marketing: Where the organization concentrates its marketing effort on one particular segment. The firm will develop a product that caters for the needs of that particular group.
After studying all the mentioned strategies we now focusing on the e result we have concluded from the survey:
Combining the result: To conclude the share of green tea Total Tea Market Share of Green Tea Potential Market for Green Tea = = = 27,098 kg 17% 83%
The pictorial view concluding the target market Re-emphasizing that these results are concluding: on the bases of questionnaire survey floated in all age groups & mystery shopping at different marts.
Green Tea Potential (16-35 Age) Current Market Potential Market 17% 83%
Usage Level
Black Tea has the image of ACTIVENESS, while the youth of age 16 and above are naturally active and are not attracted to drugs that increase activeness. But they are more conscious of being SMART and healthy. So Green Tea is made for them.
Product
Suggested Brand Name
Availability
Products Lipton Jasmine Lipton Mint Lipton lemon Tapal Jasmine Tapal Lemon Camilia Green
Taste positioning X
Cool Green
Place
Distribution
Multiple channels
o
Promotion
Impressions No of day to Total imp / yr / day use 5 10 5 8640 20 8 2 10 30 6 480 240 600 3110400 1440
Total advertising and promotional cost per annum Total first year production in KGs Sunday 15cm x 8 Cost/KGs of production 344520 cols Initial Intro Distribution 41.47 -
1 10000
4 30
52 300000
17,915,040 12,441,000
80,259,144
547,500 146.592044
Packaging Cost Green Tea is available in following five sku's in the market. The packaging cost of these sku's are as follow SKU Packaging material Cost/SKU Remarks Tea bag (24 tea Filter paper+thread+tag+paper bags/box) box+carton 26 Open market rate for packaging Silicon foil+Printed paper Small pack box+carton 10 Open market rate for packaging
Following fixed cost that will incurred when installing a production capacity for green tea production. Payback period is kept 5 years for all machinery installed Mixing/Crushing Chamber Purpose To perform mixing of green tea in raw form to ensure the consistence taste in all production Calculation Remarks Cost of machine Rs. 100,000 Payback 5 years Production 1000 Kg/day (8 hours shift) consumption for green 1500 Kg tea per day Number of machine 2 required Machine cost*number of Machine/(prd per day*no. of Cost in Rs/kg 0.05 Machine*365*payback period). Filling/Packing Machine Purpose To fill defined quantity of sku and pack sealing it. Calculation Cost of machine Rs. 600,000 Payback 5 years Production 7000 sku/day (8 hour shift) consumption for 1500 kg green tea Number of machine 4 required Cost in Rs/Sku 0.05
Remarks
Shrink Wrap Machine Purpose Wrap the sku with polypropylene. Cost of machine Payback Production consumption for green tea Number of machine required Cost in Rs/Sku Calculation Rs. 150,000 5 years 4800 sku/day (8 hour shift) 1500 kg 6 0.02 Machine cost*number of Machine/(prd per day*no. of Machine*365*payback period) Remarks
Carton Packing Machine Purpose To pack sku in single unit for distribution Calculation Cost of machine Rs.50,000 Payback 5 years Production 4800 sku/day (8 hour shift) consumption for 1500 Kg green tea Number of machine 6 required Cost in Rs/Sku Direct Labor Cost Staff Production Maintenance 0.0003
Remarks
No. of employees 10 5
Cleaning
10
7000 Total direct labor cost per year Total direct labor cost per kg (total DL cost/total annual production in kgs) Avg salary 50000 Total selling & admin cost per kg (total S&A cost/total annual production in kgs)
No. of empolyees 20
Total cost of product including direct material, direct labor, factory overhead and marketing and selling expense Sku Tea bag (24 tea bags/box) Small pack 200gm Tea bag (24 tea bags/box) Small pack 200gm Tea bag (24 tea bags/box) Small pack 200gm Direct material/sku 35.90 65.00 Selling & Admin 0.07 0.37 Retailer Margin 5% 3.00 6.00 Manufacturing over head 1.19 0.09 Advertising Expense 5.27 29.30 Total cost 37.11 65.17 Direct labour 0.01 0.08 Distribution & shelves accupying cost 1.00 1.00 Retail price 60.00 120.00
INFLOWS AND OUT FLOWS OF PROJECT Total Investment in PKR Total Machine Cost 3,800,000.00 Total variable cost per (tea 45.25 bag sku) Total variable cost per kg (tea 1257.061644 bag sku) Total variable cost per 101.75 (200gm sku) Total variable cost per kg 508.7283105 (200gm sku) Weighted average cost of two 882.8949772 sku First 3 month investment in 119,190,821.92 1133.333333 variable cost Total investment of first three 122,990,821.92 month Total price per kg (tea bag 1,666.67 sku) Total price per kg (200gm 600.00 sku) Weighted average price per 1,133.33 kg Based on our current marketing and promotion, the expected return of sales starts from fourth month Month 4 5 6 7 8 9 10 Accumulated Out flows 162,721,095.89 202,451,369.86 242,181,643.84 281,911,917.81 321,642,191.78 361,372,465.75 401,102,739.73 Accumulated in flows 51,000,000.00 102,000,000.00 153,000,000.00 204,000,000.00 255,000,000.00 306,000,000.00 357,000,000.00 Accumulated net flows -111,721,095.89 -100,451,369.86 -89,181,643.84 -77,911,917.81 -66,642,191.78 -55,372,465.75 -44,102,739.73 1666.666667 600
11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43
440,833,013.70 480,563,287.67 997,056,849.32 1,084,463,452.05 1,171,870,054.79 1,259,276,657.53 1,346,683,260.27 1,434,089,863.01 1,521,496,465.75 1,608,903,068.49 1,696,309,671.23 1,783,716,273.97 1,871,122,876.71 1,958,529,479.45 2,745,188,904.11 2,864,379,726.03 2,983,570,547.95 3,102,761,369.86 3,221,952,191.78 3,341,143,013.70 3,460,333,835.62 3,579,524,657.53 3,698,715,479.45 3,817,906,301.37 3,937,097,123.29 4,056,287,945.21 4,985,976,356.16 5,129,005,342.47 5,272,034,328.77 5,415,063,315.07 5,558,092,301.37 5,701,121,287.67 5,844,150,273.97
408,000,000.00 459,000,000.00 510,000,000.00 561,000,000.00 612,000,000.00 1,458,600,000.00 1,570,800,000.00 1,683,000,000.00 1,795,200,000.00 1,907,400,000.00 2,019,600,000.00 2,131,800,000.00 2,244,000,000.00 2,356,200,000.00 3,366,000,000.00 3,519,000,000.00 3,672,000,000.00 3,825,000,000.00 3,978,000,000.00 4,131,000,000.00 4,284,000,000.00 4,437,000,000.00 4,590,000,000.00 4,743,000,000.00 4,896,000,000.00 5,049,000,000.00 6,242,400,000.00 6,426,000,000.00 6,609,600,000.00 6,793,200,000.00 6,976,800,000.00 7,160,400,000.00 7,344,000,000.00
-32,833,013.70 -21,563,287.67 -487,056,849.32 -523,463,452.05 -559,870,054.79 199,323,342.47 224,116,739.73 248,910,136.99 273,703,534.25 298,496,931.51 323,290,328.77 348,083,726.03 372,877,123.29 397,670,520.55 620,811,095.89 654,620,273.97 688,429,452.05 722,238,630.14 756,047,808.22 789,856,986.30 823,666,164.38 857,475,342.47 891,284,520.55 925,093,698.63 958,902,876.71 992,712,054.79 1,256,423,643.84 1,296,994,657.53 1,337,565,671.23 1,378,136,684.93 1,418,707,698.63 1,459,278,712.33 1,499,849,726.03
44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60
5,987,179,260.27 6,130,208,246.58 6,273,237,232.88 6,416,266,219.18 6,559,295,205.48 7,433,361,232.88 7,592,282,328.77 7,751,203,424.66 7,910,124,520.55 8,069,045,616.44 8,227,966,712.33 8,386,887,808.22 8,545,808,904.11 8,704,730,000.00 8,863,651,095.89 9,022,572,191.78 9,181,493,287.67
7,527,600,000.00 7,711,200,000.00 7,894,800,000.00 8,078,400,000.00 8,262,000,000.00 9,384,000,000.00 9,588,000,000.00 9,792,000,000.00 9,996,000,000.00 10,200,000,000.00 10,404,000,000.00 10,608,000,000.00 10,812,000,000.00 11,016,000,000.00 11,220,000,000.00 11,424,000,000.00 11,628,000,000.00
1,540,420,739.73 1,580,991,753.42 1,621,562,767.12 1,662,133,780.82 1,702,704,794.52 1,950,638,767.12 1,995,717,671.23 2,040,796,575.34 2,085,875,479.45 2,130,954,383.56 2,176,033,287.67 2,221,112,191.78 2,266,191,095.89 2,311,270,000.00 2,356,348,904.11 2,401,427,808.22 2,446,506,712.33
Price
Maintaining same price as Black Tea Justifying cost Cannibalization (Motive)
Retail price
Contingency Plan
Ice Green Tea