Post on 08-Nov-2014
description
ROCHELLE TEA
MARKETING PLAN
Amelia FebrianiNPM 1206179170
EXECUTIVESUMMARY
Rochelle TeaMarketing MixSWOTMarketing Communication mixTarget marketsHerbal market and soft drink marketMiddle to upper class, age between 20-55 years old
ExecutiveSummary
Objectives- QualitativeTo be most popular herbal drink-Quantitative Brand awareness of 30% and break-even of 180% Sales 3,8 billon Rp; Growth min. 30%/yearPerformance measuresSurveys, focus groups, and financial analysis (sales performance)
ExecutiveSummary
CURRENTMARKETINGSITUATION
Brand Overview
Product DescriptionRochelle Tea is a stylish and healthy ready to drink herbal tea from fresh Roselle’s calyx (Hibiscus sabdariffa) enriched with pure honey
IngredientsExtract Hibiscus sabdariffa calyxHoney
Brand Overview
PackagingFancy plastic bottle, Available in two sizes, volume 250 mL and 500 mL
Brand Overview
IndicationRochele tea contain natural vitamin C and
flavonoid, good for your body to increase antibody and protect your body from diseases
Help reducing blood pressure & cholesterol
Brand Overview
Key Benefit Practical, ready to drink roselle tea without brewedHealthy drink with honey and less sugarNatural, without preservative and artificial
sweetenersFancy plastic bottles, not easily brokenAvailable in two sizes, volume of 250 ml and 500 ml
Market Analysis
High incidence of high blood pressure and cholesterol in population because of their lifestyle (junk food, alcohol) particularly in middle to upper class
Back to nature campaignFewer manufacturer in ready to drink roselle tea
Customer AnalysisDemography Male & Female Age: 20 to 55 years old Middle to upper class
GeographyUrban and sub urban area
Income Group Family income between 50 -100 million/year
Psycographic Middle age, educated target audience Have a concern on healthy life style and natural product High mobility Trend setter Price indefferent Prefer social experience or ambiance, and new food products
Competitor Analysis
A few competitor in ready to drink roselle tea, compare with tea bag roselle tea and other tea
The manafuctures are from home industries/ small scale traditional medicines industries
There are 3 competitors;1. Red Drink Rosella (CV Sakti Rimba Raya)2. Abrit (UD Sumber Rejeki)3. Rosella (not mention)
Price ComparisonPRODUCT MEASURE PRICE
(Rp.)
Rochelle Tea 250 mL; 500 mL (plastic bottle)
5.500,- & 10.000,-
Red Drink Rosella 330 mL (plastic bottle) 5.000,-
Abrit 150 mL (glass bottle) 4.000,-
Rosella 500 mL (plastic bottle) 7.500,-
SWOT ANALYSIS
Strength
Uniqueness of the product - Benefits of product are outstanding and not offered by any other product/company
Practical, easy to drink without brewed Strong preclinical data for antioxidant, reducing
blood pressure and cholesterol
Weakness
New company - needs to establish its position in the market place
Brand name is little known
Opportunities
Consumers are living a more healthy lifestyle Consumers prefer quality products that offer true value Modern technology in roselle tea industry will be able to
increase productivity Growth in tea market due to promotional efforts of
healthy attributes of roselle tea There are no multinational company entering this market Ready to drink tea roselle tea competitors are lesser than
tea bag roselle tea
Threats
Limited number of raw materialsUnstable roselle tea supply of high quality teaHigh quality roselle tea prices will increase
moderatelyTea market is very competitive and relative elasticStrong local competition
OBJECTIVE, ISSUESand STP
(Segmentation, Targetting and
positioning)
Objective
QualitativeTo be the most popular herbal drink
How to get: Offering consumer best health advantage through Rochelle Tea Penetrate the tea and healthy drinks market Establish as market leader in herbal tea industry Enable Rochelle Tea to satisfy, fulfill the consumer’s personality &
lifestyle Increase Rochelle Tea’s popularity as an icon in Herbal Tea product
Objective
QuantitativeBrand awareness of 30% and break-even of 180%50 % market share of ready to drink roselle tea;
30% market share of tea bag roselle tea; 20 % market share of other herbal tea or healthy drink competitors
Sales: Rp. 3.800.000.000/ years Growth: minimum 30% / years
Issues
Company needs to gain experience in the market place Aggressive promotion efforts to establish brand name and
gain market share Create effective marketing mix Establish company image of high quality, great value for
money Find distribution deal with prominent drugstore and
supermarkets Gain market share of tea bag roselle tea or other tea market
and healthy drink market
Segmentation
Female & MaleAge 20-55 years oldMiddle to upper classHigh mobilityEducated
Targetting
Herbal Market- Customer who have high blood pressure and cholesterol
Soft Drink Market (Healthy drink)- Customer who have concern on healthy lifestyle
Positioning
Brand Positioning“Rochele tea..as good as your life”Need based positioning• Health• Social network• NoveltyEmotional ValueHealthy and stylish lifestyle
MARKETING COMMUNICATION
MIX
Free sample Buy 1 get 2Merchandise (fancy sticker)
SALES PROMOTION
Advertising
Leaflet at supermarket , drug store and herbal medicine store
Magazine advertisementsSocial media advertising through Facebook ,
Twitter, Google adsenseFree advertising sites like Quikr, Olx etc
Public Relation
Press releaseTalk show with celebrities about healthy lifestyle
Personal Communication
Buzzer at social media (blog, facebook, twitter)Word of mouth
MARKETINGMIX
Product
Rochelle Tea is a high quality product offered as specially stylish and healthy ready to drink tea from fresh roselle’s calyxPackaging:The packaging is fancy and evironmentally friendly, made from biodegradable plastic. The packaging design and its colour also pleasing and soothing the eye.Appearance stimulates memories and emotions inside the customer, who oftentimes is female, often buying for an entire family. Colour, image and slogan all combine to facilitate customer allegiance
Place
Rochelle tea will be distributed at leading drug store ( e.g; Guardian, Boston, MedicineShoppe, K24 ) and at prominent Herbal store
Rochelle Tea will also distributed to retailers such as main supermarkets (e.g Hypermart, Giant, Carrefour, Lotte Mart) and main tea shops so the end consumer has easy access to it.
Price
Rochelle Tea is targetted for middle class and middle up class so its price is higher than competitors, and offering more value for it
Rochelle Tea size 250 mL : Rp.5.500Rochelle Tea size 500 mL : Rp. 10.000
Promotion
• Develop awareness
• Generate traffic
• Build loyal customer base
Promotion
Community PromotionGain awarenessShow community supportOutlet for both target markets
Promotion
In Store Promotion Promotion in the supermarkets Set up a stand:Stand should be placed between the fresh food and the food with the aim to attract all the consumers. The stand should represent the brand with the color of the company, the logo, the environment.For example, the stand could be shaped like a heart. Moreover, the sales promotion girl can give some free sample and merchandise such as fancy sticker with the logo of the brand or pens with the logo.
ACTION PROGRAM& BUDGET
MARKETINGSTRATEGY
ACTION RESPONSIBLITY
CONTROL SYSTEM
TIMING BUDGET(Million
Rp)Marketing Comunication Campaign
Advertisement on internet (social media) magazine, radio, campaign on the street
Marketing Managers
Monthly Sales Performance
Whole year 200
Marketing Promotion Campaign
Set up special store
Marketing managers, sales managers, counter staff, supervisors
Count Customer and monthly performance sales
Q1-Q3 50
Organize special events (talk show)
Marketing managers, supervisors
Count participants
Q3 50
Promotional offers (e.g free gift, merchandise)
Marketing managers,Production Managers
Produced output figures
Q1- Q2 30
MARKETINGSTRATEGY
ACTION RESPONSIBLITY
CONTROL SYSTEM
TIMING BUDGET( Million
Rp)
Marketing Promotion Campaign
Loyalty scheme “point system”
Marketing managers, customer service
Customer taking use of point system
Whole year 30
Distribution of free samples to customer at store
Marketing Managers, Supervisors,Sales promotion girl
Count Customers
Q1-Q2 20
TOTAL BUDGET 380
CONTROLS
Marketing PerformanceEvaluation
Customer Feedback• Survey of brand awareness• Focus groups to measure customer satisfaction• Comment cards
Financial Performance• Comparing actual revenues with plan quarterly• Net marketing contribution yearly