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    Furqan Farooq Vadharia
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    Supreme Tea targets lower and middle income households in semi-urban and rural areas of Pakistan. It offers 7 SKU sizes from 15g to 950g, with an emphasis on penetrating the bottom of the pyramid market through affordable sachet packs. Supreme Tea's brand promise is to deliver a strong, floral taste and astringent flavor at a competitive price point. It aims to amplify family values and the tradition of "serving tea" with memorable jingles. The brand positions itself as a desi, familial option known for its singular focus on quality tea without variants.

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    Supreme Tea targets lower and middle income households in semi-urban and rural areas of Pakistan. It offers 7 SKU sizes from 15g to 950g, with an emphasis on penetrating the bottom of the pyramid market through affordable sachet packs. Supreme Tea's brand promise is to deliver a strong, floral taste and astringent flavor at a competitive price point. It aims to amplify family values and the tradition of "serving tea" with memorable jingles. The brand positions itself as a desi, familial option known for its singular focus on quality tea without variants.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    70 views1 page

    Supreme Tea PDF

    Uploaded by

    Furqan Farooq Vadharia
    Supreme Tea targets lower and middle income households in semi-urban and rural areas of Pakistan. It offers 7 SKU sizes from 15g to 950g, with an emphasis on penetrating the bottom of the pyramid market through affordable sachet packs. Supreme Tea's brand promise is to deliver a strong, floral taste and astringent flavor at a competitive price point. It aims to amplify family values and the tradition of "serving tea" with memorable jingles. The brand positions itself as a desi, familial option known for its singular focus on quality tea without variants.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Presented by Sufyan Nabi

    The Brand Foundation IBA Karachi


    Summer 2020
    Supreme Tea
    Differentiation
    Relevance Brand Promise
    Core Target - Strength, floral Taste & Astringency in flavor/ effect
    - LSM 1 – 5 - Dedicated proposition in sachet packs for BOP
    - 24 – 50 years
    - Households/ Housewives Brand Delivery
    - Semi Urban (non-metropolitan) and Rural - 7 different SKUs (15 gm till 950 gm)
    - Penetration to the BOP through low cost sachets
    Core Needs & Insights - Emphasis on Taste – “Zaiqa apne pan ka”; quality is
    - Daily/ frequent usage of hot beverage when required maintained/ improved on tea types mixed
    - Strength, Floral notes, Brewing
    - Amplification of family values; “serving tea” Brand Character
    - Aspirational - desi; Familial; Singular (no variants); Caring/Parenting
    - Famous jingles to remember by
    Competitive Frame of Reference
    - Red Tea: Preference on strength
    - Popular Segment like Tapal’s Danedar and Eastern’s Vital
    - Pricing: competitive with other Red teas and lower than yellow teas (catering to
    the TG); higher than loose tea
    - Higher penetration into BOP market than other Red teas; lower market share than
    Tezdum (surveyed reason is better taster and value for money)

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