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Tea TabletsA New Product Launch

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CONTENTS INTRODUCTION PROBLEMS AREA OF STUDY STEPS TO BE TAKEN STP 4P’s of MARKETINGo PRODUCTo PLACEo PRICEo PROMOTIONo SALES PROMOTION SOLUTION CONCLUSION

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INTRODUCTION Mr. Kaushik Ghosh was deputy

general manager, product development, in Nai Chai Pvt Ltd. One fine day when he went for a tour, he took a cup of tea from four star hotel, which cost him very high, but not satisfied him. Then he thought that if I make a tablet which added to hot water would produce a cup of tea and then he told his manager about the tea tablet.

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PROBLEM

TO DESIGN A CAMPAIN FOR THE LAUNCH AND SUBSEQUENT 6 MONTHS ADVERTISING AND SALES PROMOTION STRATEGY FOR THE NEW PRODUCT, TEA TABLETS .

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KEY POINTS Case study speaks about the

advertising and sales promotion of a new product launch.

Keep the 4P’s in mind management has price the above product low.

Marketing of the product is to be done categorily to reach and meet different customers need.

The budget of advertisement and promotion has been fixed.

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AREA OF STUDY How to promote the

product. What are the pricing

strategy How to focus on STP Sales promotion should be 10 lakh which is fixed.

STEPS TO BE TAKEN

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STP Segmenting : Before launching

the product, the company should have to segment the market according to customer need. The customer who would like to take strong, normal and light tea.

Targeting: target the market means target the customers of tea tablets those who don’t have a time to make tea, specially working people.

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Positioning: position the product in the minds of the customers.

Add one tablet in a cup of water and produce a cup of tea-

“ A CUP OF TEA WITHIN A MINUTE’’

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4P’S OF MARKETING PRODUCT: As the Nai Chai Pvt Ltd

new product is tea tablet which is a consumer product. The product is of 3 flavor:

Strong, normal and light Price: the price should be affordable

for the middle class people & students.

Price should be Rs3/tablet (light). Rs4/tablet

(medium) Rs5/tablet (strong)

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Place : the product should be easily available in each and every grocery store and local shop.

Distribution channel should be: Manufacturer Wholesaler Retailer

User

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Promotion : promotion should be done by different types of advertisement activities:

Advertisement through media, hooding, FM radio, print media.

Sales promotion: Free sample should be distributed. Money back guarantee.

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SOLUTIONMore focus on media and

print advertisement as well as sales promotion ,the company should promote the product and should capture the maximum share of the market of tea industry.

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CONCLUSIONAdvertisement and sales

promotion should be attractive which attract the customers.

Focus on STP so that the company can capture the

market share of the tea industry

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