Tea blend made by mixing teas with perfumes, other plants, essential oils,flowers

and herbs.

Product Benefits

Tea blends represent healthy alternatives to coffee and other sugary drinks.

Entry and Growth Strategy

Kasuku Tea will enter the market by launching a retail location in Kericho in
August 2019.After we have a good understanding of customer needs and built out
reliable supplier relationship, we will launch our website in January 2020.In June
2020 we will lease a 10,000 square foot to meet increasing demands.

MARKET ANALYSIS

Tea is the most widely consumed beverage in the world after,water.Important

market trends behind the growth of tea drinking is increasing health
consciousness and increasing acceptance of tea products. In 2016 the size of the
tea industry was 7.7 billion dollars .In 2016, Kenyans consumed over 65 billion
servings of tea. Supermarket sales were more 2.15 billion. Tea blends will
represent the fastest growing segment of tea industry over the next decade
because tea blends retailers are successfully expanding because they are able to
capitalize on the increased popularity of tea in a way that other tea vendors have
not been able to.

Market segmentation

Kasuku Tea has segmented the target market to two groups on the basis of
healthy living and attitudes towards health.

1. Well Beings (19%): This group consists of early adopting market leaders who
have strong values about healthy living.They lead a healthy lifestyle, consciously
seek organics and consume supplements.

2.Food Actives(18%):This group prefers healthy food and healthy life,but is

price-sensitive.
There are several tea blending and packaging plants but none of them offer
platforms such as social media where they interact with their customers hence
serving as an advantage to Kasuku Tea plant.

PRODUCTS AND SERVICES

Kasuku Tea plant provides blended tea which include English Breakfast Blend,
Irish Breakfast blend among many others.Tea blending occurs mainly with black
tea and blending is done to take advantage of different properties of teas grown
in different places to produce a new distinctive taste. The different types of tea
blends bring to tea new flavors that can excite and delight, soothe and smooth.
Some are a mix of different teas; others are a mix of one or more teas plus some
non-tea substance (herbs, dried fruit, oil of bergamot, vanilla and dried flowers)

Blended tea helps to promote heart health, helps with weight management and
optimizing metabolism, promotes good circulation and helps to eliminate free
radicals and slowing aging.

BUSINESS ORGANIZATION (Personnel Plan)

The labor force for Kasuku Tea plant will be small. It will consist of a part time
general manager to handle inter-business relationships and corporate
responsibilities. In addition Kasuku Tea plant will employ four certified mechanics;
their duties will consist of the day-to-day operation and maintenance of
machines. Additionally quality assurance officers will be hired whose duty will be
to ensure good quality blends are produced.Kasuku Tea plant will have a single
general manager to coordinate all outside business activities and partnerships
including vendors and suppliers, banking services, and investment services. Laurie
Snyder will fill this general management position. She will be receiving a PHD from
University of Nairobi in May 2019.

Manual laborers will also be hired whose task will be cleaning and offloading teas
from trucks and also sorting. The daily management of the plant will left to the
lead mechanic.

MARKETING PLAN
The general public of all ages and genders are our potential customers. The price
of our 10-pack tea blend bags will be an average of ksh 400.This pricing will bring
our tea within reach of mainstream consumers.Our tea blends will be available
online and we will also supply it to supermarkets country wide. We set aside 15%
of our revenue for sales and marketing. In our start-up phase we will take
advantage of cheaper and free online advertising methods. We will heavily rely on
advertising through social media. Keeping good relationship with the media and
maintaining a good image in the community are key to our success.

FINANCIAL PLAN