You are on page 1of 55

DAWN TEA

BRAND EXTENSION
DAWN TEA

NAMES

REGISTRATION NO

GROUP
F
SEHRISH ANSARI(GROUP LEADER)

1435194

MUZNA KANWAL

1435239

MOHSIN GHANI
GHULAM MUSTAFA
MOHAMMAD SAIM SOHAIL

EXECUTIVE SUMMARY
Dawn is the leading bread brand in Pakistan which enjoys high
awareness and product salience.
We are extending Dawn Breakfast Category into Tea an
extremely challenging task due to the presence of Strong players
in the market.
The idea of brand extension Dawn Tea came through the
market demand for tea.
The main focus is to compete with existing brands and also
capture the market of unbranded tea products.
According to the Statistics, the total tea market present in
Pakistan is 150,000 tons, which constitutes of organized market
having 80,000 tons and the unorganized having 70,000 tons of tea
consumption.

EXECUTIVE SUMMARY
This launch plan was developed after the market research was
conducted to gather consumers insights.
The results showed that Tea consumers most preferred health and
freshness while purchasing tea brands.
Hence Dawn Tea is being launched, positioning itself as a
Healthy and Quick Breakfast item rich in Nutrition, Quality and
Freshness.
The Vision of Dawn Tea is to dominate the tea market, having
competitors not only from Organized Brands such as Tapal,
Lipton, and Brooke Bond, but also from Unorganized Tea Brands.

EXECUTIVE SUMMARY
Dawn Tea is aligned with Morning Freshness enjoying a
healthy start to a happy and productive day!
Dawn Tea is not only the preferred tea brand for Morning
Breakfast, but it is also for housewives who wish to relax
while having their 10 o'clock cup of tea. Being on their own,
enjoying the time all alone free from any type of
responsibilities!

REASON FOR BRAND EXTENSION

High demand of Tea in the Market

According to PTA the Consumption of tea is 150000 tons.

And the consumption rate is still accelerating at a fast pace,


accumulates to be 6% annually.

Dawn is famous for its Healthy and Quick Breakfast SolutionsReady to Eat.

Extending Dawn into Tea Category, to provide a wider range of


breakfast solutions.

Dawn-Healthy Breakfast
Solutions

Dawn has already extended into bread, rusk, cake, and frozen foods
category.

The combination of Tea with Dawn Breakfast range would


successfully fit in the Extension.

Due to the humid weather and the hectic lifestyle, tea works as an
effective stimulant in every season.

Another reason for extending Dawn into tea category is:


Coffee, a close substitute of tea, is comparatively expensive which
most people cannot afford.

DAWN
A family oriented company committed to providing
Pakistanis with nutritious and superior quality food
products.
Captured 35% of the consolidated market share of
bread products in Pakistan.
Famous for providing a wide range of breakfast items.

DAWN PRODUCTS:

CATEGORY PROFILE

TEA

Tea is the worlds most favored beverage due to its general acceptability,
comparative cheapness and advantageous effects.

It is the second most consumed beverage after water.

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.

The annual per capita consumption of tea in Pakistan is about one kilogram.

INDUSTRY ANALYSIS

The tea retail market is segmented into five product types:


Regular
RTD
Instant/mix
Herbal
Specialty

Each type is further subdivided into


caffeinated
decaffeinated,
As well as non-flavored or flavored tea sub-types.

Organic and natural teas, alternative tea and juice blends, powdered chai
mixes are now in heavy demand.

IMPORT OF TEA IN PAKISTAN

Year

Quantity
(Tonnes)

Value ( $
Million)

Value(Rs
Million)

2011-12

123,893

351

31,893

2010-11

118,657

334

28,807

94,463

271

22,712

85,350

193

17,417

2009-10
2008-09

Source: Federal Bureau of Statistics, Government of


Pakistan

COMPETITOR'S ANALYSIS

Market is nowadays saturated with several companies offering tea brands.


Thus Dawn Tea has many competitors which have strong position in the
market. These brands are called Direct Competitors of Dawn Tea.

Dawn Tea's Competitors:

The competitors of Dawn Tea includes the following Tea Brands of Pakistan:
1- Tapal Danedar
2- Lipton Tea
3- Brooke Bond
4- Tetley
5- Tez Dum

FACTORS

Products

TAPAL

LIPTON

BROOKEBO
ND

DAWN TEA

Will be starting
Low range of from One Core
Wide range of Medium range
Products.
Product of Tea
Products. It has of Products. It
Less than 4 Category, but
9 products.
has 4 Products
Products
later extending
it.

Price

Value Based
Pricing

Market
Differentiate
Penetration
Differentiated
d Pricing
Pricing (Slightly
Pricing
(offers
low Price than
Discount)
Competitors)

Quality

Awarded the
ISO 9001/2000
Quality
Certification

Pioneer in
Best Quality in
High Quality
best Quality
Reasonable
in the Market
Products
Price

Packaging

Pioneers of Soft
Packaging

Attractive
Packaging

Innovative
Available in
Packaging not
Hard
yet adopted by
Packaging
Competitors

FACTORS

TAPAL

LIPTON

BROOKEBOND

DAWN TEA

Companys
Reputation

Top Company
in Pakistan

Global
Market
Leader

Is also a Product of
Unilever

Best in healthy
Breakfast
Solutions

Top of mind
Awareness

Top of the
mind,
Prompted
Awareness

Brand
Awareness

High Brand
Awareness

Top of mind
Awareness

Market Share

43%

41%

10%

Higher than
competitors, in
order to be
Market Leader

Sales (Tons)

32000

20000

16000

Initial Sales up
to 15000

Competitor's Streghths and Weaknesses:

Tapal
STRENGTHS
Integrated Quality Management
Strong Brand Awareness
Strong Heritage
Strong Supply Line
Highly Innovative
Brand Activation

WEAKNESSES
Centralized Management
Relative Technological
Backwardness
Intense Competition

Lipton:
STRENGTHS

WEAKNESSES

High Quality and Ethical


values

High Prices

Strong Financial Position

Substitute Products

Innovative Communication
Strong Company Image
Event Marketing

MARKET OUTLOOK:

The total tea market present in Pakistan is 150,000 tons the


organized market shows 80,000 tons and the unorganized shows
70,000 tons.

Here organized depicts the market owned by the brands and


unorganized depicts that portion which is owned by unbranded
loose tea.

The main competitor for organized tea market is the unorganized


tea market present in Pakistan.

Mainly big players are importing tea from different countries like
Kenya, UK, Bangladesh. Unorganized tea is mainly smuggled from
different neighboring countries of Pakistan.

Thats why it has a large proportion in total consumption of tea in


Pakistan which is 70000 tons of total 150000 tons.

BRAND VISION

To Inspire and Cheer customers with a tantalizing cup of


tea. Dawn Tea aims to provide mornings that are full of
freshness and energy, because Dawn Tea believes in
Quality, Accessibility and Nutrition. A Sip that takes you
on a beautiful journey through the day!

POSITIONING OF COMPETITORS

TAPAL'S BRAND POSITIONING


In the market since 1987:

Root Strengths

pioneer of Danedar Kenyan tea.


core Product - Tea

Competitive Environment

hot and cold refreshing beverages


coffee, water, juices, milk and others.

Target Customers

all tea lovers


anyone hoping to get a refreshing and tasteful hot beverage during short work-breaks
(any kind of work; office as well as home)

Consumer Insights

Tea is the most common beverage served when people get together

Benefits

The functional benefits include: readily available, refreshing, easy-to-make


and easy-to-serve.
The emotional benefits include: helps in boosting energy levels, uplifting
moods and connecting families.

Values, Beliefs and Personalities

Tapal Danedar has a vibrant personality.


It believes in caring, loving and sharing.
Tapal Danedar is energizing, trustworthy and refreshing!

Reasons to Believe

Rich color, flavor and aroma that guarantee high quality.


It has maintained consistent presence in the market.

Discriminator
Tapal Danedar hasnt changed much (particularly the red packaging)
The familiarity has been transferred through generations

Essence
The core identity of Tapal Danedar is the promise of a high quality and
refreshing tea.
Tapal Danedar symbolizes a tradition that has been passed on through
several generations.

LIPTON'S BRAND POSITIONING


In the market since 1948:

Root Strengths

Core product tea.


Exciting tea-based fusions.
First brand to introduce the concept of tea bags in Pakistan.

Competitive Environment

hot and cold refreshing beverages


includes coffee, water, juices, milk and other similar drinks

Target Customers

all tea consumers.


fun side those looking for a refreshing, mind-clearing and trendy hot
drink

Insights

Tea serves as a refreshing beverage that helps in clearing and relaxing the
mind. It promotes productivity and logical thinking.

Benefits

The functional benefits include: Lipton is a refreshing hot beverage that is


flavorful, readily available and easy-to-fix.
The emotional benefits include: Lipton energizes the fun-filled, creative and
exciting aspects of your life.

Values, Beliefs and Personalities

Lipton has a British English personality.


It symbolizes discipline, aristocracy, and a unique style.
Lipton aims to provide a classy experience that is modern, fun-filled,
personalized and absolutely memorable!

Reasons to Believe

Lipton has an age old heritage extending over more than a century!
Maintained a legacy of successful experiments
Launched several variants of tea.

Discriminator

It offers a classy experience of modern English tea that is light, flavorful


and stimulating.

Essence

Mental clarity, energy, and the ability to overcome physical and mental
blocks.

BROOKE BOND'S POSITIONING

Root Strengths

Core product tea (or tea leaves in particular).

Competitive Environment

All refreshing beverages


Includes coffee, water, juices, milk and other similar drinks

Target Customers

All those who like drinking tea


Those individuals looking for an everyday evening ritual for the family to
bond over.

Insights

Families in Pakistan like spending some time during the evening connecting
with each other. It is like a family union. Tea gives this event a reason or
structure for the members to come together every evening and discuss their
day.
Most people think tea is not healthy for varied reasons but they cant forego
it because they love consuming it.

Benefits

The functional benefits include: Brooke Bond Supreme offers an easy-tomake and refreshing hot beverage.
The emotional benefits include: Brooke Bond Supreme is healthy and it
helps families connect over an informal occasion like evening tea.

Values, Beliefs and Personalities

Brooke Bond Supreme symbolizes a tradition.


It is trustworthy, reliable and caring.
Brooke Bond Supreme has an old and responsible personality
It keeps the family united just like the elders do.

Reasons to Believe

The longstanding heritage


It has a strong and exciting flavor, aroma and color which people like.
The red color stands for energy and vitality.

Discriminator

Brooke Bond stands for vitality.

Essence

Brooke Bond is a promise of quality and trust.


It is marketed as a healthy caffeinated beverage.

DAWN TEA'S POSITIONING

Root Strengths
The root strength of Dawn as a brand is morning
healthy and quick-fix breakfast solutions
Competitive Environment
all breakfast options, particularly the drinks people consume during
breakfast.
Includes milk, fruit juices, water, and coffee.
Target Customers
Those individuals who are looking for ways to make a healthy, easy
and inspiring start to the day.

Insights
Most people are not morning people. This means that getting up early in
the morning is pretty challenging for them.
At the same time, people are aware of the health consequences that
can happen as a result of skipping breakfast.
They are constantly looking for ways to fix a quick and healthy breakfast
that is easy-to-make and easy-to-consume.

Benefits

The functional benefits include: Dawn Tea is healthy, convenient, easyto-make and readily available.
The emotional benefits include: Dawn Tea marks the perfect beginning
to the day that is healthy, refreshing and inspiring. It uplifts the mood for
the entire day!

Values, Beliefs and Personalities

Dawn Tea will have all-giving personality.


It believes in quality, accessibility, and nutrition.
It stands for reliability, trustworthiness, and convenience.

Reasons to Believe
Dawn Tea is an extension of Dawn Bread a company that has
survived more than three decades in the local market and enjoys
significant top-of-the-mind and prompted awareness.
Dawn Bread has never faltered in quality, nutrition, accessibility or
convenience.
Discriminator
Dawn Tea is an addition to the portfolio of healthy, quick-fix and
convenient breakfast solutions.
People purchase it because the brand cares for its customers in
multiple ways (health, convenience and availability).
Essence
For Dawn, the single most compelling and rallying cry is healthy
mornings.
Dawn Tea aims to make people look forward to their mornings and
enjoy a healthy start to a happy and productive day!

TRADE MARKETING PLAN

Dawn Tea will initially be launched in Karachi during its introductory phase,
Then it is to be distributed in major metropolitan cities of Pakistan including
Lahore, Islamabad, Rawalpindi, Quetta, Multan, Hyderabad, and Peshawar.
Trade Channels
Distributor
Retailers
Supermarkets
Hypermarkets
E-commerce websites
Leveraging the distribution network of dawn breakfast products
Trade Objectives
Obtain initial distribution
Obtain retail shelf space
Counter competitive actions
Increase order size
Build retail inventories
Enhance channel relationships

Trade Plan
Discounts on bulk buying
Exclusive distribution Agreements
Geographical distribution
Offering the product on credit basis until the 80%awareness level
Offering the highest margins to the retailers and distributors in the
tea category.
Offering the intermediaries various discounts on large quantities.
Promotion Tools
In store displays
-Free display racks and stands
Trade contests
Trade allowances for big distributors
Training programs for sales people
Co-op advertising campaigns
Integration with Websites

COMMUNICATION PLAN

Objectives
Define Target audience they will be the focus our of
communication strategy
Define Communication Channels- medium of communication used
to reach our target audience
Prepare communication strategy
Allocate budget that would support the communication plan
Target Market
The target audience are tea consumers who drink tea on daily basis
2-3 times in a day especially in morning. Because Dawn Tea is for
the morning tea lovers, A cup of tea especially for the busy
housewives who enjoy their 10 oclock cup of tea.
Consumers of Dawn bread and other Dawn products for which tea
would be a compliment product
Tea consumers who associate healthiness and activeness with their
lifestyles.
Housewives ranging from 25-60, who are looking for ways to make
a healthy, easy and inspiring start to the day.

Communication Channels
Print Media advertisements in magazines, online advertisements,
billboards
Digital Media jingles, advertisements
Point of Sale (POS)
Mobile Publicity Units
Strategy
Before the launch of the product we will start a series of
advertisement campaign (Print Media, Social Media)
The brand will be launched with grand event in which invitees will be
celebrities, channel partners etc.
With the launch of the brand, TV advertisements will be aired
Promotion of the product
-Brand ambassadors ( Morning show hosts)
-Morning Shows ( Promoting Dawn Tea as morning cup of tea)

BTL activities

-Sales Promotion
-Stalls of Dawn Tea in Shopping Malls, Grocery Stores, Sunday
Bazaar.

Activation Programs

Dawn Cooking Competition across the Pakistan.


Dawn Tea will Sponsor MasterChef Pakistan for 3 Seasons.

DAWN TEA METRICS

Metrics Objectives
Affordable but Meaningful Data
Capture Consumer Insights
Integrated with financial measures

Dawn Tea Internal Metrics


Primary Sales and Secondary Sales
Quality Complaints
Profit Contribution

Dawn Tea External Metrics


Recall & Recognition %
Market Share
Level of Stock in Outlets
Shelf Space %
Personality measure
Measuring positioning
Top of the mind Awareness

MARKET RESEARCH

People at Grocery Stores were asked what kind of beverage


they use the most in their daily routine.?

Options

Percentage

TEA

46%

SOFT DRINKS

25%

JUICES

12%

COFFEE

9%

ENERGY
DRINKS

8%

While buying Tea, what attributes do they look for in


the Brand ?

Attributes

Percentage

HEALTH

37%

QUALITY

23%

TASTE

22%

AROMA

18%

Do they use Dawn products in any part of their day?

Response

Percentage

YES

66%

NO

34%

Will they buy Dawn Tea because of their loyalty with


Dawn ?

Response

Percentage

YES

46%

NO

32%

MAY BE

22%

According to the Market Research:


Tea emerges as the most preferred drink, with
comparatively higher consumption among mature adults.
Premiumisation and health will remain the major
claims affecting consumers purchase behaviors.
Tea Consumers are ready to welcome Dawn Tea,
because of strong equity of Dawn which built a long-term
realtionship with consumers.