Submitted by:

M.Tosiq Ahmed(BB-5575)

Assigment:Technology management.

Teacher:sir junaid jamshad

DEFINITION:

“ Marketing is a process by which companies create value for customers and build strong customer
relationship to capture value from customers.”

Vision:
• The brand will make a strong name taste wise and in
refreshment for those who have a tough routine.
• We want our brand to top among all the tea products.
Mission- With these marketing strategies we want to reach the target sales of at
least 100,000 and reach 80% of the population of Pakistan.

• - As people are having hectic schedules and get tired to refresh they need a
strong tea which reduce stress.

• - Many other tea brands have been introduced in the market and have reached
the heights but we assure our customers that we will provide them with the best
refreshing taste.
CURRENT MARKET SITUATION:
• It was found that in Pakistani people are tea lovers all men and women of all class. As
there are many brands but are expensive so we have introduced a brand which is
affordable for all and has the best taste.

• Our aim is to provide the best quality of tea at a suitable price and provide a product
that is convenient for consumers and satisfy their needs.

• The main focus is the men who are working on daily basis and have a stressful day and
need to relax and refresh and have a lot of tea. Other than women are also targeted as
mostly they are the one who do grocery and our aim is to attract them with less prices.

• Our major competitors are,

1. Tapal danedar

2. Lipton

3. Vital

For us it might be difficult to gain sustainable market share in this environment. We must
carefully set the target market and such marketing strategies should be applied that gain
customer attention and will give the best advantage to the company.

MARKET DESCRIPTION:
• The target market of GOLDEN DUST is both male and females, middle and low class.

• Market growth will be high in future due to demand of affordable and quality products.

• Understands the customer needs and wants and will deliver quality product that will
satisfy the customers.

• The product will be available in bright eye catching packaging.

• Market trends changes from time to time.

PRODUCT REVIEW:
Feeling stressed up of the daily routine? Need something refreshing? Tried all the teas? Try
tea. It is enriched with calcium and antioxidants. It refreshes ones mind and releases the
person from stress and tension.
BENEFITS
• The tea consists of two of the healthiest components calcium and antioxidants.

• Refreshes your mind.

• It boost the immune system of the body.

• Help protect bones.

• improves the digestive system.

Competitive Analysis:
 Tea is the most consumed beverages in Pakistani cuisine. Different regions
throughout the country have their own different flavors and varieties, giving
Pakistani tea culture a diverse blend. Competition is increasing day by day due to
number of brands.

 Pakistan is perhaps one of the few countries where tea has attained the status of
the basic food among the poor masses. In urban areas of Pakistan tea has
become an essential requirement at breakfast time.

 The main competitors for OUR BRAND are:

MARKETING MIX
(4P’S)

PRODUCT

• 1. Product is tangible i.e. product can be felt seen.

• 2. Lipton has introduced its variety of flavors of tea that are not only consumed
in Pakistan but also in foreign countries.
 • PRICE

• LIPTON has never compromised on its quality and has set its prices according to
the quantity it provides.

• PLACE

• LIPTON , a World leading brand has a very large network of distributors across
PAKISTAN. It is an easily available brand in all over Pakistan.

• PROMOTION

• Like every brand, lipton also uses certain strategies to promote its brand. It

• - Advertisements -personal sellings -celebrities

• - Sales promotion -internet marketing -publicity

SEGMENTATION:
• Geographically Lipton is segmented as nations, states etc

• Lipton is segmented according to demographic criteria in a way that it offers its brand to
people of upper class as it never compromises on its quality so its prices are according
to the quality i.e. usually high

• Lipton segments its consumers in psychographic way according to the lifestyle,

personality and social values.

MARKET POSITIONING OF TAPAL:

Tapal has positioned itself by positioning its brands well in a society. Tapal has
positioned its each and every brand separately.

o TARGET CUSTOMERS:

Since tapal not compromises on its quality, so its target customers not only include
upper class but tapal has made their products available for low/middle class people.

o SEGMENTATION:

Tapal has segmented its customers according to its brands.

STRENGTH:

• Available in attractive packaging

• Affordable price

• Available nationwide
• Different pack sizes are available

• Customer satisfaction is the priority

• The only product that refreshes soul

WEAKNESS:

• New in market

• In the process of developing strong customer base

OPPORTUNITY:

• People are becoming more quality conscious

• Online purchasing

• Value-added product

THREATS:

• Consumers trust on other brands

• Multiple competitors

 Since marketing strategy is based on the product differentiation so we have planned our
marketing strategy as per the needs and wants of the consumers.

 Our target audience is the middle and the upper class , all income groups , working men
and women.

 Following are some strategies which we have planned for our product which are:

o Positioning strategy

o Pricing strategy
 o Product strategy

o Distribution strategy

o Marketing communication strategy

o Marketing research

o Marketing organization

POSITIONING:
 We are positioning our product as a very competitive in the market.

 The quality of our product is very good as compare to other brands.

 We serve customers what they want to consume.

PRODUCT STRATEGY:
 Our product GOLDEN DUST TEA is one of the most high quality tea product imported
from the number one producer of the tea in the world i.e. CHINA.

 Through the product we always try to deliver the satisfaction to our customers.

 Has distinctive packaging style.

 PLACING / DISTRIBUTING STRATEGY:

 Our product is widely distributed at many outlets of the country and easily

 available in almost every area of the city at reasonable price. It can be shown

MISSION STATEMENT:
Our mission is to deliver satisfaction to our customers through our product

and to never compromise on the quality of our product and try to be as

creative as we can.

VISION STATEMENT:

Our vision is to be the leader among all the tea brands through providing best .

OBJECTIVES:
 FIRST YEAR OBJECTIVES:

 Attracting consumers.

 Try to achieve target sales of 1000-1500 units.

 Will introduce deals a per occasions.

SECOND YEAR OBJECTIVES:

 Increase target sales from 1500 to 2500 units.

 Maintain the attraction of the consumers.

THIRD YEAR OBJECTIVE:

 Increase the target up to 4000-5000 units.

 Will offer more deals .

 Will innovate our product through some strategy.