El-Arosa Tea

Marketing Plan
MKTG-301 Project--Phase One Submission

 Seif Elagroudy
 Abdelrahman Khalil
 Aser Tamer
 Doha Mahmoud
 Hana Sherif
 Salma Hany
 Soad Ali

Submitted to Dr Mostafa El Bolok

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Introduction

El-Arousa Tea Company

El-Arousa Tea was founded by the Badawy Group. El-Arousa has over 50
years of experience in the food industry. With rapid business growth and
expansion, Badawy Group has many diversified companies, one of which
is Sherouk Land for agricultural development. The Group's management is
very interested in the continuous development and quality control
approach in its operations. Meeting customer needs and achieving their
satisfaction is one of the main goals that drive the company.
El-Arosa Tea has quickly become the number-one tea brand for
Egyptians. Price, quality and taste are the three main factors that guide the
production and sales process. From the beginning, the founders wanted to
create a special tea that would attract attention and demand from
customers. They succeeded in providing customers with delicious fragrant
tea at an affordable price. was able to assert itself in the market. Many
major retailers reserve a special spot on their front shelves for this unique
brand of tea.

But how was the start?

At that time, tea became the core business of the founder. They specialize
in tea importation and packaging under the new brand name 'El-Arousa'.
El-Arousa quickly took the Egyptian market by storm and became an
integral part of Egyptian life. At home, at a cafe, at work. It has become the
top tea brand in Egypt and the Middle East. El-Arousa tea can be enjoyed
anywhere
After the enormous success of El-Arousa tea in Egypt, the founders
decided to bring their delicious tea to international attention. They began
exporting tea to many Arab countries in the Middle East, as well as many
European countries and the United States. This uplifting and aromatic
drink is now enjoyed everywhere and is enjoyed by all who taste it. We
provide a special tea experience for people who try it.

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Auditing our brand

 Current Features: El-Arousa Tea prevents three unique

products which are Kharaz tea, green tea, and lastly our
traditional black Tea in different-sized packages to suit the
consumer needs. The package sizes vary between 40 – 250
grams, it also affords tea bags. Moreover, El-Arousa Tea is also
the first tea firm to apply a novel packaging technique that
ensures the best flavour by vacuuming the box from the air to
guarantee the finest flavour for the consumer.

 Value proposition: El-Arousa Tea is made from an exquisite

variety of teas that have been carefully blended to offer us a truly
beautiful cup of tea that has an alluring amber colour and a
wonderful flavour.

 Price Range: 4.00 – 58.00 EGP

 Promotions used: El-Arousa Tea company mainly depended on

TV ads. But they did not spend on successful huge marketing
campaigns.

 Previous target audience: El-Arousa Tea mainly targeted

families and workers in the middle-income segment with their
competitive prices.

El-Arosa Tea
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Brand Value Proposition

 One of our most exclusive products on the market, Al Arosa Kharaz

tea, it was created by pressing the tea leaf to release its natural
essence and preserve as much of the tea's flavour and aroma as
possible.

 Whether you need a little pick-me-up in the morning or a little

escape in the afternoon, Al Arosa green loose-leaf tea is available.

 Vacuum Packing is our authentic method of packing tea which

completely vacuums the package to protect the product from the
outside environment and preserve its original properties.

 Just to make sure you get the best cup of tea ever; we have
invented a new method for brewing tea. You can have the best cup
of tea with Al Arosa Kharaz tea, which has the ideal flavour and
colour.

 To provide you with the most relaxing and reviving experience

possible, Al Arosa tea introduces to you a fine blend of green tea
enhanced with aromatic fresh mint.

 NEW El Arosa New Peach Tea has a smooth, wonderful taste and a
refreshing aroma. Our tea leaves are picked at peak freshness and
blended with peach and mangosteen flavours for the perfect cup.

El-Arosa Tea
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SWOT Analysis of El-Arousa Tea

For El-Arosa Tea, a SWOT analysis can help the brand focus on building upon its
strengths and opportunities while addressing its weaknesses as well as threats to
improve its market position.

Strengths
El-Arosa Tea's strengths focus on key aspects of its business, making them more
competitive in the market. Key components of brand strength include intangible
assets such as financial position, experienced employees, product uniqueness,
and brand equity. The strengths of a SWOT analysis are:
1. Rich taste and aroma.
2. Unique packaging.
3. Good Pricing.
4. Unaffected by moisture/storage problems.

Weaknesses
The weaknesses of a brand are certain aspects of its business which are it can
improve to increase its position further. Certain weaknesses can be defined as
attributes which the company is lacking or in which the competitors are better. Here
are the weaknesses in the El-Arousa Tea SWOT Analysis:
1. Bad visibility of advertisements and brands.
2. Uniqueness of the flavour.

Opportunities
The opportunities for any brand can include areas of improvement to increase its
business. A brand's opportunities can lie in geographic expansion, product
improvements, better communication etc. Following are the opportunities in El-
Arousa SWOT Analysis:
1. Corporate tie-ups/ Factories.
2. Cheaper packets for rural areas.

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Threats
The threats for any business can be factors which can negatively impact its
business. Some factors like increased competitor activity, changing government
policies, alternate products or services etc. can be threats. The threats in the
SWOT Analysis of El-Arousa Tea are as mentioned:
1. Competing for tea brands.
2. Preference for people having coffee or other beverages.

El-Arosa Tea