EXECTIVE SUMMARY

Tea is one of the most important non-alcoholic beverage drinks worldwide It is served as morning drink
nearly 2/3rd of the Pakistani population daily. As in tea industry people wanted some change they get
bored from drinking the same tea with same color, taste and need change. So our product named FG
taza tea is a new product with wanted change that people wants with more than 12 flavors and two
additional special diet tea(clen-orange rose merry ice tea, clen –black berry mint ice tea) flavors in tea
that will attract the tea consumers toward our tea product. We will provide them will all delicious flavors
that people will love to drink plus we will add thiamine and clen which will sharpen their mind and burn
fat more effectively. There is dietary supplement minerals in the our clen-tea that helps in reducing
weight and also saves from diseases

Keeping in view the health issues of that traditional tea we will provide our customers with the tea
excluding these health issues. Our primary market objective is to achieve 6 percent of Pakistani tea
market with sale of 15000 packet per annum. This year, our Company, will gross RS.11, 00,000 in sales.
This will be generated from an initial investment of RS 10, 00,000.

FG Taza Chai Company will apply an effective sales strategy that is to remove all obstacles between the
product and the customer. Once the customer tastes the product, he or she will know the quality of our
product.

We originally choose FG-tea as part our company. SWOT grid showed opportunities outside of FG’s main
product line We saw an expanding trend with health “people need active live” Came across FG’s new
black tea product “TAZA CHAI” While the product “TEA” has already been launched by Lipton, Tapal &
Tetley but still very big vacuum for new brand.

We will target young generation & family. Our target is also active life conscious individuals & family
gathering. We will pass out 100 cups and other giveaways in every offices/public spots We will run ads
on local Magazines, bill boards, print ad on social networking, out of home signage, and online banner
ads This “launch” campaign will last three months.

FG Taza Chai will be available online on our website as well as on retail outlets, such as local markets
and corner stores. it will also aim to distribute through supermarkets, but it is envisioned that getting
shelf space in national supermarkets will be more difficult and more expensive.
Mission

Purpose of FG taza chai is to meet every need of everyone to anticipate the aspiration of our consumer
and customers to respond creatively and competitively with product which raise the quality of life.

Vision:

Our vision is to available within an arm’s reach of every individual desire and create a better life everday

Company goal:

As very company develop long term and short goals in order to measure their progess. Our long term
goal would be to gain 90% positive feedback from our customer. In order to reach this goal we plan to
reach smaller goals in alinghment with our mission and vision to reach our long term goal. So our short
term objective would be design the customer service research process innovative and continuously
redesign it to include new questionnaires and incentives, such as monthly drawings for free products or
discounts on future purchases for customers who take the time to respond.

Target Market:

We have selected to target people above 18 because people below !8 don’t prefer to take tea as they
like cold drinks and energy drinks so we will target group of people above 18 We will target people
belonging to that class that earns more than PRs 50,000/ because people above this income could be
able to afford our product because people below this income range don’t even bother of their fitness or
any other health issue People with minimum F.A is our target because these people are aware of their
health and are conscious for their health and physical appearances and like to have different flavors
especially in tea

As our product is tea which is widely consumed in our target market (LAHORE) but we have analyze the
group of potential buyer of our on some common characteristic. People who are more conscious of their
health and give much preferences to their physical health are our main target because these people
exert same kind of behavior and will like our product because our product is fulfilling their need as
making them physically fit and smart.

Calculating the segment size:

As the total papulation of Lahore is 15 million but we have to exclude people living their life below the
poverty line which the 40% of the the total papulation of Lahore as it is calculated as 6,040,000 the
remaining is 9,060,000 as we have to target people of age above 18 which is 60% of the papulation it is
calculated as 5,436000 now we have to select people having education F.A or above from this. Which is
38% it is calculated as 2,065,680 now calculating people having income above <50,000 which is only15%
and it is calculated as 309,852 and our main target is health concern people which is the 35% of the total
and it remain 108,448 and excluding the competitor share which is 90% of the total market and
calculated as97604 the remaining 10, 8845 is our target customers.
NUMBERISING-TARGET MARKT

Papulation-LHR 100% 151, 00,000

Below poverty line 40% 60, 40,000

Remaining 9,060,000

Age above 18 60% 5,436,000

Education above F.A 38% 2,065,680

Income<50,000 15% 309,852

Health concern 35% 108,448

Competitors share 90% 97,604

Remaining 10, 8845

These 10,8845 are our potential targeted costomers which we have to target.

Industry:

The tea industry in Pakistan is projected to grow at a compound rate of 8% per annum.since there are
major competeter but still a large vacumm to be filled. In Pakistan alomost 150,000 tons of tea is
consumed per anum amoung which only 80,000 ton of tea is organized and the remaining is
unorganized and all are offering the same product. The trend of the customer are tilting toward sound
health and fitness which the competitor are unable to tackle so we can fulfill our customer need while
addressing the ongoing increasing trend toward fitness. So we plan to reap the first mover advantage.
Legal structure:

Fit Tea is a business venture that result in a partnership of it five founding member with each having
vast experience and expertise in their relevant field. Each member chairs a specific department and are
member of board of directors

Umair who is the CEO of FG taza Chai, have 10 year of experience in marketing will be handling the
marketing department and executive decisions in consultation with other board of director

Awais will be handling finance department as he is a professional accountant

Suleiman a certified fitness trainer will be our brand ambassador and will be running our promotional
campaign

Ali is going to handle the supply chain department

Abdul Rehman will be handling the operations department

Product & service:

FG-tea is a unique product containing Clen, thiamine that helps you in reducing the excess weight, extra
energy, mental focus, increase metabolism or Increase endurance without any side effects. our product
named fg taza tea is a new product with wanted change that people wants with more than 12 flavors
and two additional special diet tea(clen-orange rose merry ice tea, clen –black berry mint ice tea) flavors
in tea that will attract the tea consumers toward our tea product.

The problem it tackle and it key features are as follow:

 New hot beverages “functional drink”

 Quality tea with supreme blend
 Strong and energetic antioxidant leaf
 Refreshing body with aromatic leaf
 Conations mixture blend from Kenya
 Contains caffeine “activate your brain cell
 Raises body temperature
 Reduces fat by increasing temperature.
 Stimulate metabolism.
 Give mental focus.
 Stimulant preventing fatigue
 Lower cholesterol
 PREVENTION FROM CANCER

Our uniqueness will put us on a competitive advantage as a special feature, Fit tea has more than twelve
dainty flavors of regular tea and two ambrosial flavor of ice tea. All the tea flavor will contain clenbutrole
that is a supplementary fat burner burning fate at a much meteoric rate than any other fat burner in
market.it will also contain thiamine to keep it consumer a mental focus to tackle their hectic routine
work.

Pricing:

Thousands of entrepreneurs and decades of learning have paved the way for new businesses to craft a
strategy that utilizes the most innovative pricing options available.

Knowing which pricing models work best in our industry can simplify how we price our product, and give
you confidence knowing that you’re not simply guessing.

Let us compare our two pricing model which are cost base pricing and consumer base pricing

Cost Based Pricing

Suggested price= 600

Retailers Margin 10% = 60

Retailers Price= 540

Wholesaler’s Margin 10% = 54

Whole sale price = 486

Distributor Margin 5% = 24

Distributor Price= 462

Cost of product= 200

Gross Margin=262

Advertisement cost 30% =78

Net profit= 184

Sales per month = 650 package

Yearly sale= 4.6 Million

Profit/Annum=1.43 Million
Consumer Based Pricing

For Economical Bed

8,00 7,00 6,00 5,00
Suggested price
80 70 60 50
Retailers Margin 10%
7,20 6,30 5,40 4,50
Retailers Price
72 63 54 45
Wholesaler’s Margin 10%
6,50 5,65 4,85 400
Whole sale price
30 30 25 20
Distributor Margin 5%
6,20 5,35 4,60 3,80
Distributor Price
2,00 2,00 2,00 2,00
Cost of product
420 335 260 180
Gross Margin

Advertisement cost 30% 125 100 80 55

295 235 180 125
Net profit
200*12 400*12 700*12 1200*12

Expected Sale of beds 2,400 4,800 8400 10,400

1.92 3.3 5.04 5.02
Profit/annum. Million

Best Price

Decision:

Cost Based and Consumer Based Pricing both shows the maximum profit gain by all sales achieved which
is more than 5 MILLION per year which is a good amount of Profit after all expenses.

Reason:
We had taken some rough figures of our expenses and sales with different prices by applying different
pricing decisions methods after all pricing methods we came to know best price of our product which is
6,00per Package this price gives us maximum profit