ACKNOWLEDGMENT

We hereby thank Allah who gave us the ability and strength in

completing this project. We also thank our teacher whose kind
words and guidance helped us throughout this report, the
work that have been put in this report would not have been
possible without his guidance and support. This has been a
thorough group effort and each group member is thanked for
putting in effort on this project.

Brand Management 1 Supreme Black Brew

 EXECUTIVE SUMMARY
Unilever (Pakistan) Limited Formerly known as Lever Brothers (Pakistan)
Limited is by far the largest and most experienced fast moving consumer
goods (FMCG) organization in Pakistan. It’s beverages accounted for 40% of
2002 revenues. The major tea brands are Brooke Bond Supreme, Lipton
Yellow Label, Pearl Dust and A-1 Karak Chai (formerly A-1 Kenya mixture
chai). Unilever has a dominant 35% market share in tea industry and is the
leading player in the packaged tea market.
Unilever is very sensitive to international tea prices, this makes the margins
very sensitive as tea purchases constitute about 45% of manufacturing
costs. Then of course smuggling is a major concern. There is rampant
smuggling of tea, which has seriously affected Lever's sales and earnings.
However, company owns two of the most widely recognized brands 'Lipton
Yellow Label' and 'Brooke Bond Supreme'. The major competition facing
Lever at present is from Tapal Danedar Tea, which is truly the market
challenger.
Brooke bond Supreme is one of the most popular brands which has the
major market share in Punjab and most of the rural Pakistan, but it hasn’t
proved to be successful in Karachi because there are already established
brands competing against Supreme. As this product lies in high
involvement category and strong brand conviction, very few percentage of
the target market has tried the brand despite of high image of the product.
Intensive advertising and promotional schemes have been launched but did
not enticed prospects to even try the product.

Brooke Bond supreme is weak in its assortment and it conveys low quality
image from its packaging and labeling. Secondly Karachiites prefer strong
and aromatic blend where Supreme is not prevailing either.

Brooke bond Supreme has run out of options although there is a realization
that newer brands takes time to establish but there is a deficiency in its
assortment and its nature of blend which doesn’t match with the preferences
of target market (Karachi) and leaving the brand as it is means that the
market share will decrease over time and soon it will be vanished from the
market.

On the other hand altering the product according to the geographic region
and preferences of people and using the brand name to gain a competitive

Brand Management 2 Supreme Black Brew

edge will result in a reasonable market share and a success in a failed
product which is also ruining the image in populace’s
psyche.

TABLE OF CONTENTS

1. Tea Abstracts…………………………
…..04

2. Company Background……………
…..……05

3. Re Launch of Brooke
Bond Supreme… 06

4. An Introduction of Supreme Black

Brew…....07

5. Current Marketing Situation………

……...08

6. Opportunity and Issue Analysis…

………..12

Brand Management 3 Supreme Black Brew

 7. Marketing Objectives………………
……15

8. Marketing Strategy…………………
…...16

9. Projected Profit and

Loss Statement… 22

10. Action Programs……………………

…...28

11. Conclusion…………………………
…....29

TEA Abstracts

Today, tea is drunk by almost half of the world's population. Tea is

undoubtedly the national drink of Pakistan. Tea is an aromatic stimulant,
containing various polyphonic, essential oils and caffeine. The concentration
of caffeine in tea ranges from 2.5% to 4.5% and it is this caffeine content that
makes tea a useful stimulant. Tea is the beverage made when the processed
leaves of the tea plant are infused with boiling water.

Brand Management 4 Supreme Black Brew

In Pakistan, tea is only blended and packed, but not produced. Three basic
categories of tea are marketed in Pakistan which are:

-Mixture
-Danedar
-Chura

Danedar is also known as leaf tea while Chura is known as dust tea. There
are around five hundred flavors available in tea.
The rural areas of Sindh are considered to be heavy consumers of dust tea.
Punjab has a high consumption of leaf tea.

It has more consumption than any other type of drink available in the market today.
It is estimated that Pakistanis consume over 130 million kg of tea worth over 4
billion rupees every year. Despite the increasing emphasis on its hazardous effects
on health and the continuously rising prices, due to the low literacy rate and
unavailability of a better substitute, the demand and the consumption has increased
over the years and is growing at an annual rate of 6%.
Tea is an aromatic stimulant, containing various polyphenois, essential oils and
caffeine. The concentration of caffeine in tea ranges from 2.5% to 4.5% and it is this
caffeine content that makes tea a useful stimulant. Although second to coffee in
commercial value, tea ranks 1st as the most popular beverage in the world.

Tea is the beverage made when the processed leaves of the tea plant are infused
with boiling water. Native to Southeast Asia, the tea plant, Camellia sinensis, is a
small shrublike, evergreen tree. It's leaves have the chemicals, caffeine and tannin.

COMPANY BACKGROUND

Unilever was created in 1930 when the British soap maker Lever Brothers merged
with the Dutch margarine producer, Margarine Unie. At the time, an international
merger was an unusual move. But the owners of the two companies could see that
bringing together complimentary businesses with strong global networks would
create new opportunities.
Unilever (Pakistan) Limited Formerly known as Lever Brothers (Pakistan) Limited
is by far the largest and most experienced fast moving consumer goods (FMCG)
firm in Pakistan. It enjoys a very large market share in consumer goods, the lions

Brand Management 5 Supreme Black Brew

share even, and is particularly dominant in tea and ice-cream. The largest competitor
of Unilever in Pakistan is Procter & Gamble which also is a house hold name in
consumer goods all over the world.

Unilever’s principal activities are to manufacture and sell spreads and cooking
products, ice cream, beverages and home and personal care products. Some of the
products in the unilever line are Brooke Bond, Lipton, Lux, Rexona, Sunsilk, Surf,
Blue Band and Planta.

RELAUNCH OF BROOKE BOND SUPREME

The recent failure of Brooke Bond supreme is the prime reason for re
launching Brooke Bond supreme in Karachi. The major reasons for the
failure of Brooke Bond supreme is credited to the taste preferences of People
of Karachi and to the major competitions that Brooke Bond is facing from

Brand Management 6 Supreme Black Brew

Tapal Danedar, Tapal Family Mixture and from Lipton Yellow Label which
is the family brand of Unilever along with Brooke Bond supreme.

Reasons Of Failure:
Brooke Bond supreme is one of the leading tea brands all over Pakistan but
the sales in Karachi have been very poor since its introduction. The major
reason of it is :

 The major concern which prevails in the tea industry is the blend
itself, and because of the preferences variation of people of different
parts of Pakistan, one single tea can not be introduced country wide
without any alterations. After being successful in Punjab, when
Brooke Bond Supreme was launched in Karachi it was not altered,
which resulted in the failure of the product

 People of Karachi prefer Danedar tea more then any other tea because
of the aromatic smell. This is the prime reason of the success of Tapal
Danedar in Karachi.

 Another reason that can be cited for the failure of Brooke Bond is the
fierce competition it is facing from Tapal and Lipton Yellow Label.
Tapal have the upper edge over Brooke Bond is because of the quality
of the tea and with different assortments it has covered the shelf
space. On the other hand Brooke Bond supreme just have 2 different
pack sizes.

Introduction of SUPREME BLACK BREW

Brooke Bond supreme have been re launched only in karachi considering

the large potential market and penchant of the target market, we have

Brand Management 7 Supreme Black Brew

executed the concept of multi-brands and launched Supreme as ‘Supreme
Black Brew’ in Karachi. The name Black Brew has been kept to catch the
eyes of people of Karachi who prefer their tea strong and aromatic. ‘Black’
gives an image of Strong and ‘Brew’ comes from beverage which relates to
the aroma of the tea.

Supreme Black Brew have been re launched with many different

assortments along with heavy advertisements and promotional schemes as
it is the only way it will entice the people to try it, who as of now are faithful
to Tapal and Lipton.

Supreme Black Brew has been re launched with different assortments to

cover the shelf space to catch the people’s eyes. The different assortments
are:

Small Pack: 100 grams

Family Pack: 250 grams
Plastic Jars 400 grams
Tea Bags 50 Pieces
Tea Bags 100 Pieces
Stir Ready

Stir Ready is the pioneer in its category and have been launched for the first
time. It is as its name suggests ‘Stir Ready’. A tea bag is attached to a spoon
which you stir and drink at the same time with more convenience and ease.

CURRENT MARKETING SITUATION

Brand Management 8 Supreme Black Brew

Market Situation
The tea industry of Pakistan constitutes the target market of nearly half of
the population and yearly consumption is 130,000 tons. And the
consumption rate is still accelerating at a fast pace, accumulates to be 6%
annually.

The populations of tea Consumers represent the income level and area of
residence which constitute of upper middle class in volume of 1,950,000,
middle class in volume of 5,200,000, lower middle class in volume of
3,900,000, lower class 1,300,000, calculated in percentage as 15%, 40%, 30%,
and 10% respectively.

The preference of buyers shows the concern in quality, aroma, strong ness
and the nature of tea type. Normally the buying decision of tea is taken by
household women aged between 30 to 60. This category belongs to the
dissonance reducing buying behavior where there are not many varieties or
differences are there however the involvement in the product is high.

Due to the humid weather and the hectic lifestyle, tea works as an effective
stimulant. Another reason for tea being a popular stimulant is that coffee, a
close substitute of tea is comparatively expensive which most people
cannot afford.

Brand Management 9 Supreme Black Brew

Competitive Situation
Unilever owns two of the most widely recognized product lines Lipton and Brooke
Bond. The major competition facing Lever at present is from Tapal Danedar Tea,
who is truly a market challenger.

Lipton comprises of Yellow Label which is designed for upper middle,

upper lower and upper middle class, which is a market leader in the
industry, it comes in all the packages including hard packs, jars, and
teabags. Lipton yellow label although the direct competitor of Brooke Bond
Supreme comes in the family of Unilever so it is prone to its competing
attacks. Lipton follows a massive promotion scheme to hold its share.
Richbru is designed for middle and lower

upper classes, and Pearl dust is designed for rural areas, mostly districts of
Sindh where consumption of dust is extensive. They both are not stated as
direct competitors of Supreme because they are targeting to different
audience. Lipton has a market share of 25%.

Brooke Bond comprises of Supreme and A1 karak Tea which is designed for
lower classes, originally known as Kenya mixture and then A1 Kenya
mixture. Brooke Bond has a market share of 9%.

Tapal with the assortments like Danedar and Family mixture collectively
has a market share of 22% overall and in Karachi it has 24%. Tapal is not
only a direct competitor but can be stated as a only competitor because all
the major market share holders belong to the family of Unilever except
Tapal. Tapal also comes in various packages and consumes much of the
shelf space in super markets and convenient stores. Tapal has the biggest
advantage of its assortments as is served not only by mixture but also
Danedar which is getting very popular day by day. Tapal has a good image
in consumer’s mind and its price is also reasonably attractive.

A sizable portion of the market is dominated by loose tea or unbranded tea.

However, these brands are currently threatened by smuggled tea from
Afghanistan which is available in the open market duty free. This has posed
a lot of problems for genuine importers of tea who cannot compete with
this tea because of its low price. These unbranded teas have the biggest
market share of 40% because of its low price.

The other brands including Sohni, Kohinoor, and Ispahani etc constitute the
market share of 2% in Karachi.

Brand Management 10 Supreme Black Brew

Distribution Situation
This is the perfect example of two-level channel distribution which would
be from the manufacturer to the distributor to the retailer. Normally the
margin of distributor ranges from 8 to 10 percent per pack and the margin
associated for retailer is 6 to 7 percent per pack. Although it differs from
company to company and brand to brand because of the variation of the
sizes and quantity disparity.

Although established brands like Tapal and Lipton do intensive distribution

which has a major draw back of price wars and image of the product
sacrifices as it can be found in lower class geographical localities.

Brand Management 11 Supreme Black Brew

Macro Environment Situation
Due to the natural environment, Tea is not produced in Pakistan, but only
blended and packed. It is imported from Kenya, Indonesia, Sri Lanka,
China, Bangladesh, India and other countries. Agents in these countries
purchase it from auction and export it to Pakistan. They work on
commission basis, usually ten cents per kg.

Unilever (Lipton) in order to get backward integration is experimenting in

Swat and Mansera to produce tea. Although no significant results have been
achieved, they are still trying. If they get successful all the products lie in
the family of Unilever will enjoy the lowered prices of tea without having to
pay the import duty which will win a competitive edge in terms of cost
leadership.

The legal environment posses some of the problems like Tea sales have
continued to suffer from rampant smuggling of tea. Lever presently pays
more than 80% as taxes on imported tea. This has made tea smuggling
attractive. Not only unbranded tea but also established brands are also
threatened by smuggled tea from Afghanistan which is available in the open
market duty free. This has posed a lot of problems for genuine importers of
tea who cannot compete with this tea because of its low price.

The Socio-cultural environment plays a very massive role in tea industry

because the choices and preferences of people in different provinces are
varied to a great extent. In interior Sindh and Balochistan, there are heavy
consumers of Dust tea, Punjab likes mixture and in Karachi Danedar is
exceedingly popular.

Brand Management 12 Supreme Black Brew

 OPPORTUNITY AND ISSUE ANALYSIS

SWOT ANALYSIS

Strengths

 The recent alteration results in Strong blend backed up by even

stronger brand image.

 The packaging is very attractive, first time tea has been introduced in
brown packaging

 Unique sizes have been introduced for various segments including

teabags, stir ready.

 To compete with Tapal Brooke Bond has also launched its

assortments in mixture and Danedar.

 IBL distribution company, although charges high commission

charges, offers efficient service in which it is made sure that product
will be widely distributed, retailers will not experience shortage of
products and the name IBL increases more value of the product.

Weakness

 It is a product being introduced in an already existing tea market

with established brands.

Brand Management 13 Supreme Black Brew

  No competitive advantage can be brought in this industry. Only
massive advertising and promotional activities may entice consumer
for trial.

Opportunities

 The consumption of tea increases with the growth in population. At

the moment, the population of the country is growing at a rate of
2.9% annually, and tea at a rate of 6%. This means that presently
there is a considerable opportunity for the growth of tea in Pakistan.

 The initial re-launch of Brooke Bond Supreme is limited to Karachi

only, however, other principle cities will be taken into account in the
future. Specially in Punjab mixture blend can be introduced under
the brand name of Supreme. Slowly, Supreme will penetrate the
market in other cities and expand its future market share.

 Unilever is trying to produce tea in Pakistan. If this is successful,

then much lower prices will be offered to consumers and competitive
advantage can be gained in terms of cost leadership.

Threats

 A rigorous threat is the increasing number of branded and

unbranded tea in the market with ample price difference. For that,
established companies need to increase their advertising and
promotional budget. There is a need to get a better shelf space and
more retailer patronization for the company's brand.

Brand Management 14 Supreme Black Brew

  Unilever presently pays 80% as taxes on imported tea. This rise in
import duty on tea by government is intended to discourage it's
consumption, which possess to be a threat as it has resulted in
higher prices for the consumers.

ISSUES ANALYSIS

 The market share of Brooke Bond Supreme in Karachi is decreasing

day by day, would it be more suitable for the company to divest
Supreme in Karachi and continue with Brooke Bond A1 tea.

 If the decision has been made to re-launch Supreme, would it be

reasonable to re-launch it countrywide.

 Because of expensive shelf spaces in popular stores, would it be

advisable for Brooke bond to introduce new Packages and bear
additional costs or would it be more profitable for long term to
introduce more packages and increase choice for end consumer.

 Is it possible that the market share of Lipton (which comes in the

family of Unilever) will be cannibalized by Brooke Bond Supreme
which operates in almost the same target market as of Lipton,
instead of gaining the share of Tapal.

 The Brooke Bond that is being launched only in Karachi will differ
from the rest, so would it create any discrepancies in consumers mind
and disrupt the positioning or image of the product.

Brand Management 15 Supreme Black Brew

  Should price be set on the basis of competitor’s prices, premium on
quality, or desired margin schemes.

 Advertising and promotional vehicles should be different than

before as there is an integration of upper segments have been
included (super segments).

Marketing Objectives

 Achieve target sales of 4000 kg/day. The strategy used to accomplish

this objective would be to advertise by using all media vehicles
selected, which will position Brooke Bond supreme to be the best
quality beverage among target market.

 After six months strategy of supreme will shift from selective

distribution to intensive distribution slowly, there by maximizing the
number of retailers.

 Once the awareness has been created, the main objective will be to
increase the market share. The aim will be to achieve an increase in
the market share of approximately 15% in the first year.

 Producing a positive cash flow hence increasing the growth rate of

Brooke Bond will be another objective.

Brand Management 16 Supreme Black Brew

 MARKETING STRATEGY

Overview
 According to our research target market in Karachi prefer Danedar
and that is the reason why Tapal Danedar is so popular. So
Supreme will be launched in both mixture and Danedar.

 The pricing of our product gives us an advantage in the market

compared to our competitors, as most brands are priced at Rs.46.

 Introductory pricing will be offered for three months for Rs.36

(no profit basis).

 There will be heavy advertisements done on supreme along with

sales promotional schemes both for the consumers and the retailers.
The aim will be to create awareness in the people and to induce them
in trials of Supreme Black Brew.

 Many assortments of Supreme will be taken out to cover the shelf

space and hence creating awareness which will increase the choice
and chance at the part of consumers.

Brand Management 17 Supreme Black Brew

P roduct
Tea is an aromatic stimulant, containing various polyphenois, essential oils
and caffeine. The concentration of caffeine in tea ranges from 2.5% to 4.5%
and it is this caffeine content that makes tea a useful stimulant. Tea is the
beverage made when the processed leaves of the tea plant are infused with
boiling water.

In Pakistan, tea is only blended and packed, but not produced. Three basic
categories of tea are marketed in Pakistan, namely

 Mixture
 Danedar
 Chura

Danedar is also known as leaf tea while Chura is known as dust tea. There
are around five hundred flavors available in tea. Fine (Dust) tea grains are
distinguished by D, D1, D2. The codes assigned to these grains constitute
the major categories of tea -
Danedar - BP1 + BP

Brand Management 18 Supreme Black Brew

The rural areas of Sind are considered to be heavy consumers of dust tea.
Punjab has a high consumption of leaf tea. According to our research target
market in Karachi prefer danedar and that is the reason why tapal danedar
is so popular. So Supreme will be launched in both mixture and Danedar.

Because of the high brand awareness of Brooke Bond Supreme, It can not
be changed during relaunch but if major alterations. However two different
product mixes for same brand in different cities may lead to confusionand
discrepancy, so concept of multi brands has been executed. The new name
will be Supreme Black Brew which communicates the benefits of the
product such that the product is strong in its blend and comes with two
assortments demanded by the target market.

P rice

The pricing strategy put to work is Markup Pricing Technique which states
that after calculating the cost, required margin in percent should be included
to determine the price, Moreover competition pricing is also considered.
Therefore the price is marginally high than that of competitors to educate
the consumers that the quality of the product is improved and of high
quality. For an instance price of 100g is calculated as follows.

 Cost for 100 grams Rs 16.0

 Packaging cost per box Rs 0.5
 Distributors profit margin Rs 3.6
 Retailers profit margin Rs 3.0
 Total Rs 23.3
 Gross Margin Rs 2.8

Brand Management 19 Supreme Black Brew

  Total Price Rs 26.0

Pricing of other packages are 200gms for the price of Rs. 56/-, teabags 50 pcs
are priced at 65, teabags are priced at Rs 125/- jar is priced at Rs 100Rs.

P lace
The company is using a two-level channel, where Company will hire a
distributor who will work on commission basis and further more the
distributor will sell the product to customer which will ultimately be sold to
end-consumers. That is the channel of distribution would be from the
manufacturer to the distributor to the retailer. The distributor that we have
decided upon is International Brands Limited (IBL).

In first six months the Brooke Bond will use selective distribution
technique where retailers will only be selected for distribution according to
the geographical regions, where the existence of target market is at large

Brand Management 20 Supreme Black Brew

Reward power will be excercised with retailes that is the the margin per
pack will increase for different range of sales volume.

Lajawaab employees the push strategy as it offers the distributor a margin

of Rs 4 on each box of 250 grams. Similarly, the retailers are offered Rs 3 on
each box of 250 grams. This margin is comparatively high as compared to
our competitors.

Within Karachi some of the major areas that will be covered are as follows:
Clifton, Defence, Tariq Road, PECHS, Bahadurabad, KDA Scheme1, Saddar,
Gulshan-e-Iqbal, Nazimabad and Garden.

P romotion

In initial six months price will be slightly higher than other brands so to
increase the prestige of the product, but after that schemes will be
introduced like 10% free which enhances the affordability and does not
instigate a price decrease which may result in the change of perception in
consumer’s mind. N that can happen either in form of loss of quality or loss
of sales.

Brand Management 21 Supreme Black Brew

 Supreme employes the push strategy as it offers the distributor (IBL) a
margin of Rs 3.5/- to Rs 4/- on each Pack. Similarly, the retailers are
offered Rs 2.5/- to Rs 3/- on each Pack. This margin is comparatively high
as compared to our competitors. The objective is to increase the sales ,
increase the awareness, and sustain preferences through the distribution
network.

At the same time, the pull strategy is also being employed. The consumers
are being directly reached through the effective media planning Following
are some of the schemes included in the plan

 Samples in form of sachets will be distributed to retail stores on the

basis of customers buying items more than 100Rs will be given 2
Sachets to induce people to try the new product

 If customers bring 10 packs of supreme they will be getting 200 Rs

card worth of balance

 Dispensers will be placed in 10 different localities of Karachi, where

the existence of our target market is at max.

 Top Retailers will be given 100 Packs per month for three months 300
Packs

P ackaging
In fast moving consumer goods packaging and labeling plays an important
part. However there are very sensitive decisions have to be made for

Brand Management 22 Supreme Black Brew

instance color scheme, types of packages, distribution and retailer margin
on different packs, communication criteria and etc.

Different Packages of Supreme Black Brew

1. Hard Packs ( Small ) of 100g

2. Hard Packs ( Family ) of 200g

3. Jars of 450g

4. Economy packs of 500g

5. Teabags of 50

6. Teabags of 100

7. Stir ready packing.

The color scheme has been chosen with careful consideration of red and
black gradients. Originally Brooke bond Supreme served only lower and
middle classes. Now that upward stretch has been done and upper classes
has also been targeted, so its necessary to communicate high prestige
through labeling. Moreover red and black scheme is chosen to show the
strong nature of its blend.

Brand Management 23 Supreme Black Brew

 PROJECTED PROFIT AND LOSS STATEMENT

Budget has been done for the period of three months

Advertising Expenses

TELEVISION

Advertising campaign will be featured on television emphasizing on the

new extension of supreme. The ad will accentuate on the differential
features and benefits of Supreme black brew and there by assent with slogan
to enhance the sales of the product.
The product will be advertised on PTV and GEO. The preferred time would
between 8:00 - 10:00 at night, as this is the time slot where maximum
prospective consumers are watching television. The reason being that
dramas, news and other popular programs are telecasted at this time.

Release schedule & cost

of production (30 sec) T.V ad Rs 250,000/-

Release on PTV on daily basis Rs 3,474,000

02 fixed spot, alternate days.
@ 38,600/- at 7:40, 9:30 pm

Release on GEO on daily basis Rs 2,610,000/-

01 fixed spot, daily. @ 14,500/-
7:50, 9:15 pm.

Total Rs 6,344,000/-

Brand Management 24 Supreme Black Brew

PUBLICATION MEDIA

As we are targeting upper as well as middle classes Advertisements will be

placed in magazines and newspapers, both in English and in Urdu.

NEWSPAPERS

Initially It is very necessary to communicate the new extension of the the

product it should be profoundly advertised in leading newspapers like
DAWN, NEWS and JUNG. At first, the third page will be used, and the size
of the ad will be half of 1/4 pg. This will create awareness and attract
attention.

DAWN on 3rd page

(1/8 (60cm) pg colored) @ 198,200/-
Once a month on Sunday Rs 594,400/-

JANG on 3rd page

(1/8 pg colored) @165,600/-
Once a month on Friday Rs 496,800/-

Total 1,091,200/- Rs

Brand Management 25 Supreme Black Brew

MAGAZINES

Due to high geographic and demographic selectivity and its credibility and
prestige it is preferred that this media vehicle should also be selected. The
following magazines have been considered – Herald

HERALD (1 pg colored ad)

Second Half, One insertion
monthly @ 25000/- Rs
75000/-

SHE (1 pg colored ad)

One insertion monthly @ 8000/- Rs
24000/-

MAG ( 1 pg colored ad)

One insertion weekly @ 2000/- Rs
24000/-

Total 123,000/- Rs

OUTDOOR MEDIA

Posters will be printed and distributed among retail outlets. Cut outs will be
provided to retailers in order to be put up in the air space.
Four billboards of Supreme Black Brew will be set up. One on Shahrah-e-
Faisal, one near FTC, one near Schon Circle and one on Hasan Square to get
high repeat exposure.

Posters and Cutouts Rs 200,000/-

2 Billboards will be placed at
Shahrah-e-faisal, Clifton

Brand Management 26 Supreme Black Brew

Schon Circle

Cost of Billboard 10’ X 5’

@ 51000 per board Rs 153,000/-

Rent for three month

@ 180,000 and 250,000 Rs 1,290,000

Total Rs
1,643,000/-

SALES PROMOTION
SAMPLES

Samples in form of sachets will be distributed to retail stores on the basis of

customers buying items more than 100Rs will be given 2 Sachets to induce
people to try the new product.

1000 sachets per month

for 3 months 3000
sachets.
Cost of one sachet Rs 2.64

Total Cost Rs 7,920

PATRONAGE AWARDS

If customers bring 10 packs of supreme they will be getting 200 Rs card

worth of balance.

Total Cost of Cards Rs 32,000

FREE TRIALS

Brand Management 27 Supreme Black Brew

Dispensers will be placed in 10 different localities of Karachi, where the
existence of our target market is at max.

Dispenser cost @ 1750 Rs 17,500

Cost of ingredients Rs 6,800

Total Cost of Free Trial Rs 24,300

SCHEME IN JARS TO INDUCE THE SALES

Scotch brite @ Rs 8.5 Rs 688

For 3 months Accumulated
For 81 Pieces.

Cash Rebates

Scheme OF SCRATCH CARDS IN EVERY FIFTH PACK OF TEA BAG

Cost of Scratch cards Rs 100

Total teabags sold with Rs 107
Scratch cards

Total Cost of scheme Rs 10,700

SCHEME FOR RETAILERS

Top Retailers will be given 100 Packs per month for three months 300 Packs

Cost of 300 Packs Rs 6,600

Grand Total of Sales Rs

Brand Management 28 Supreme Black Brew

COMBINED EXPENSES INCURRED DURING FIRST THREE MONTHS

TELEVISION COST Rs 6,344,000/-

NEWSPAPER Rs 1,091,200/-
MAGAZINES Rs 123,000/-
OUTDOOR Rs 1,643,000/-
CONTINGENCY Rs 500,000/-

Total Rs 9,701,200/-

SALES FORECAST

Karachi's population 13m

Target Market 11m
No. of households 1.8m
Target Market Share of Supreme 10%
Consumption per month 180,000 households
Avg consumption of households/month 0.75kg
Consumption of Supreme/month 135000 kg

Sales per day (Rs) 720,000

Sales per day (Kg) 4500
Sales per year (Rs) 259200000
Sales per year (kg) 1620000

Sales per year (Kg) 1620000

Revenue per year (Rs) 421,200,000

Sales per 3 months 405000 Kg

Brand Management 29 Supreme Black Brew

Revenue per 3 months 105,300,000
Profit in three months 10,530,000

Action Programs

 On August 2nd The Product Brooke Bond will be launched at the

venue AMI main campus and its scale would be Karachi wide.

 On August 17th, September 7th, October 5th advertisements will be

published in leading newspapers.

 After six months of Launch, the company will commence a

downward stretch, and will launch a dust tea which will be
targeted to lower class income segments and interior sindh.

 On alternate days advertisements will be launched in two different

channels (PTV and GEO) on the basis of two fixed spots, ie 7:30 and
9:30.

Brand Management 30 Supreme Black Brew

  Advertisements will placed on Magazines like Herald, she, and Mag,
once every month.

 On month end Distributor will visit each retailer and give the
compensation on sales promotion schemes, company has chosen

 The company will participate in melas, trade shows, and

exhibitions of all kind to increase the awareness of the new launch.

Conclusion
With reciprocity of understanding and strength of character
as the foundation of Supreme Black Brew philosophy,
Brooke Bond takes the lead as a fore-runner in
sophisticated, ethical consumer marketing, selling and
distribution of tea throughout the world.
The tea industry of Pakistan constitutes the target market of
nearly half of the population and yearly consumption is
130,000 tons. And the consumption rate is still accelerating at
a fast pace, accumulates to be 6% annually.
Looking at an extensive target market of eleven million one
can say that there is still a chance to compete with already
established brands. The pillars of this project has been laid

Brand Management 31 Supreme Black Brew

 on to this very foundation That our product is positioned as
a quality product, which is easily affordable. Although the
task of educating and spreading awareness maybe a difficult
task, but the new brand will be backed by the well-built
identity of its parent brand. The new brand which matches
the preference of target market will successfully commit the
task of delighting customers and at the end of the year, it
will get a success to gain market share of 15% and
capitalization of 6000g of Black brew everyday.

Brand Management 32 Supreme Black Brew