Al-Kbous Tea marketing Plan PPT.pptx

marketing management

1. Marketing plan el- kabous tea Dr. Moushira Gamil Presented by: Reda Gad Samar Saad Mariam Yasser Buthaynah Yasser

2. Introduction to tea industry Tea is a commonly consumed beverage globally and people have been drinking tea since ages due to its associated benefits. Different types of teas have different benefits that boost the immune system, help in reducing inflammation, and others which makes it an extremely popular beverage. Tea Trends Bubble tea (Boba tea) K Cups

3. Introduction to tea industry Tea is a commonly consumed beverage globally and people have been drinking tea since ages due to its associated benefits. Different types of teas have different benefits that boost the immne system, help in reducing inflammation, and others which makes it an extremely popular beverage. Tea Trends Bubble tea (Boba tea) K Cups

4. Description and company history MARIAM

5. Mission, vision and competitors portfolio OUR VISION Reaching superior quality emulating rivaling international brands, which can enable us to compete for shares at the international market. OUR MESSAGE We seek to be pioneers in the Middle East and the World at meeting consumers’ needs, satisfying their wishes, achieving rewarding returns to shareholders and contributing to the development of Yemeni society

6. The tea market in Egypt was equal to 507.00 million USD (calculated in retail prices) in 2015. Until 2025, the tea market in Egypt is forecast to reach 5.09 billion USD (in retail prices), thus increasing at a CAGR (Compound Annual Growth Rate ) of 21.29% per annum for the period 2020-2025. This is a decrease, compared to the growth of about 31.29% per year, registered in 2015-2019. The average consumption per capita in value terms reached 5.52 USD per capita (in retail prices) in 2015. In the next five years, it grew at a CAGR of 28.73% per annum. In the medium term (by 2025), the indicator is forecast to slow down its growth and increase at a CAGR of 19.30% per annum. Egypt : Tea Market

7. The tea market has evolved dramatically in the past few years in line with consumers’ changing behavior. Today, tea drinkers are more interested in high-quality products with a great story and drinks that give them specific health benefits Another interesting trend in the tea market is the emergence of tea-pairing menus Egypt : Tea Market

8. Description of the product: NATURAL QUALITY, PURITY AND TASTE From natural fields -the finest tea plantations in the world- comes Al Kabous Tea, tealeaves are carefully selected and daily harvested manually to guarantee its containment of the high quality, unprecedented taste, and emphasize its unmatched purity. Our love and passion for tea since old times, and our commitment to provide the best leaves of tea plantations, made Al kabous tea –with pride- the most popular and out loved tea to the satisfaction and desirability of consumer in Yemen, and expanded its fame to find impressive growing demand wherever it existed. Why do you think this product could be a success Al Kabous tea features a combination of wonderful taste and pure golden red color that provides you with a classical experience of a high value tea and flood you with joy and vitality, to enjoy the most pleasing times with an indulging taste that takes you to the a world of amazing sensations. The product description

9. SWOT Analysis Weaknesses Opportunities Strengths Threats 1-Reliable with a long history 2-Available in several countries 3-Experience and quality 4-Has health benefits 5-Brand mark 6-Online shopping   1-The dominance by LiptonTea 2- Direct competitors   3-Indirect competition 4-Dropping brand value  5-Government regulations on import and export 6-Economic recession 7-Changing the Mindset

10. TWOS analysis WT (Mini –Mini 1- Increase market share 2- Increase product range (coffee product) 3- Increase Consumer experience to change the mindset toward product 4- Increase brand value by CSR Activities ST (Maxi –Mini Focus on the Health benefits compared with Lipton by increase market experience to change the mindset toward product     WO (Mini –Maxi 1- Increase market share 2- Increase product varieties 3- Focus on green marketing   SO (Maxi –Maxi Focus on the Health benefits Increase market globally    

11. Market Objective To offer consumers the best health advantage through Al Kbous Tea. To establish the Al Kbous market to Increase the market share in the herbal tea industry. To enable Al Kbous Tea to satisfy, and fulfill the consumer’s personality & lifestyle. To increase Al Kbous Tea’s popularity as an icon in Herbal Tea products.

12. Market Objective Integrated Marketing Plan for Al kbous : In order to achieve our objectives, we will use the following strategies while developing our marketing mix. Value-Based Pricing – We will set our product price, based on the benefits it provides to consumers. Multi-Channel (Hybrid) Distribution Systems – We can utilize more than one distribution design by following a multi-channel or hybrid distribution system. Marketing Communications) – In order to deliver a clear, consistent, and compelling message about Al Kbous and its product we will use; Advertising as it will allow us to reach many buyers and repeat the message many times; Sales Promotion since it provides a wide variety of tools and rewards quick response; Public Relations because it is very believable and will dramatize Al Kbous and its product

13. STP Marketing

14. Segmentation Geographic Urban vs. Rural Suburban folk vs. luxury suburb Upper Egypt vs. Delta & Costal

15. Demographic Age and life cycle From 18 to 60+ drink regular tea several times a day. Life stage delivering new project, studying, thanawia amma Gender men tend to drink tea more than women Family size large families use large packages of tea, small sized families use small packages Income & social class high social class buy luxury products like flavored tea, low class buy regular black tea. Generation Baby boomers & millennials drink tea more than gen z & alpha

16. Psychographic (VALS Frame work) Motivation Description Preferred tea type Innovators Independence, taste, character Boba tea, ice tea Thinkers Knowledge, Creativity Decaf tea Achievers Achievement, functionality Green tea Experiencers Moods, emotions, inner expressions Flavor tea Believers Community, social bonds, sharing Regular Black tea (teabags) Strivers Motivations, inspiration, abilities Regular Black tea (teabags) Makers Personal values Regular Black tea (teabags) Survivors Simplicity, fit-for-purpose Regular Black tea (powder)

17. Behavioral Occasion -Based Behavior Usage Rate Buyer readiness Attitude Loyalty status

18. Targeting Needs-based segmentation Needs based Demographic: Men and women, between 18 to 60+ years old, small and large size, who likes to drink tea, which have high and low income. Needs based Geographic: Urban needs large saving packages of tea, Rural needs small packages of regular tea, Suburban folk, need large packages of tea, Luxury suburb and compounds, they like teabags. Needs based psychographic: Green tea, flavor tea, teabags powder tea. Needs Based on behavioral : need to buying tea according to (occasions, usage rate, buyer readiness, attitude, loyalty status)

19. Differentiation marketing: Green tea Flavour tea Teabags powder

20. Positioning Frame of references: - It is a point of comparison that help Alkbous tea to differentiate and positioning itself as a hot beverages or herbal tea product with its competitors. -Relevant competitors: (Lipton-Al Arousa- Ahmed,……..) Competitive frame of reference: Product range Product availability Customer awareness reputation pricing Product quality   2 2 3 3 3 5 Alkabous 4 5 5 5 4 4 Lipton 2 5 5 4 5 3 El Arousa 5 3 3 4 2 5 Ahmed

21. Marketing Mix 1- Product 1.The product levels 2.The product classifications Tea is B2C, tangible, non-durable, convenience product 3.Product and service differentiate Conformance: we have the Jordanian quality certificate from Jordan standards and metrology organization since 22/12/2016 and the ISO 22000:2005 certificate.  Reliability: it’s made of the best tea leaves rich with Antioxidants. Style: unique Arabian design.  Service differentiate: we care about customer service and complaint.

22. 4. The product system We will make a product system for our customers, things that is not very expensive but it'll affect the sales positively: For example: a pack of dried peppermint, a pack of cloves, Tapioca beans…etc. 5. The product mix Width: black tea, green tea, flavor tea. Length: the total number of the products in the mix. Consistency: all of our products are at the supermarket ready to use for the end user. Depth: black tea (regular and peppermint) / green tea (regular and peppermint) / flavor (orange, strawberry, vanilla rose, vanilla jasmine, peach, blueberry). 6. Packaging Consumer affluence: tea is for all types of people, so we must differentiate with a fancy package; a special luxury edition

23. 1-Selecting pricing objective : our objective is to maximize our market share by creating new products , strengthen customer relation ship and loyalty, deploying effective advertising and pricing product efficiently. 2-Determining demand: inelastic product price sensitivity 3-Estimating costs: 100 25   30 9 Fixed cost 24 7 Variable cost 54 16 Total cost 2- Price

24. 4-Analyzing competitor price mix: Ahmed Lipton Alarousa teabags 22 15 11 25 73.50 55 41 100 5-Select pricing method: We decided using going rate pricing method helping us to reach more customers by being in the same range with the competitors. 100 25   96 24 Celling price 73.50 22 Competitors price 55 15 41 11 29 8 Floor price 6-Final price: 25 tea bags 18 100 tea bags 60

25. Place A push distribution strategy is our selective method for delivering our goods to consumers or end-users. Improving the consumer experience Increasing customer loyalty Reducing costs Opening up new market opportunities: Increasing sales Importance of distribution strategies Push distribution strategy

26. 1-Agents Agents act as an extension of the original manufacturers R epresent the product's producer when trying to make a sale. Agents can be individual salespeople or entire companies. Agents do not possess any ownership in the original company ( earn commissions) Mosader - Amazon – 2-Wholesaler: A wholesaler purchases products from a manufacturer in bulk and then sells them to retailers. They may receive a discount for purchasing a large quantity of products at once ( Mosader - Amazon – Buy Massry – Carrefour -) Intermediaries

27. 3- Retailer Retailers may purchase products directly from a manufacturer or from a wholesaler. They may resell the products directly to consumers through their physical storefronts, e-commerce websites, social media platforms, catalogs or over the phone ( Mosader - Amazon – Buy Massry, Noon .) 4-Distributor Distributor partners with a manufacturer to transport our products to retailers or other endpoint locations. Manufacturers may choose to work with a designated distributor to save on logistics and transportation.

28. Beside Small Groceries– Coffees –Restaurants-Hotels- Ragab&son , Uqazyun , Beem , We may open up company-owned stores to start a direct retail system to sell Al kbous Tea. We can even sell Al kbous tea directly to the end consumers by sending direct dispatch from the factory . At the same time, the final product will be distributed to authorized dealers and retailers such as supermarkets and main tea shops so the end consumer has easy access to it. Place in the supermarket : On the middle and lower levels of self. The Al kbous Tea will be placed according to the content of tea bags.

29. Promotion MARIAM

30. Thank You !