Target Market

Age: 13 to 21 Age: 22 to30 Age: 40 to 60

• Lifestyle: Busy• Density: Urban• Personality: Ambitious,

outgoing• Occasion: seasonal• Benefits: convenience• User Status: potential• User Rate: light• Loyalty Status: medium

• Lifestyle: Western• Density: Urban• Personality: Inspired,

outgoing• Occasion: In the mornings• Benefits: Quality• User Status: Regular• User Rate: Medium• Loyalty Status: None,

medium strong

• Lifestyle: Diligent• Family Cycle: Married• Density: Urban• Personality: Ambitious• Occasion: Regular• Benefits: Speed• User Status: Regular User• User Rate: Heavy User• Attitude towards

product: Indifferent

Best fit for company’s actual market segmentation is Age group: 22 to 30Here, the focus is urban young professional cosmopolitans with contemporary Lifestyles

Charla TeaWhy Charla Tea?

Charla means ‘’small talk’’ in

Spanish

As our target market is the young professional cosmopolitans of this country, giving the name ‘’Charla Tea’’ will increase its demand among them. Since it means ‘’small talk’’ they will enjoy this tea and have it during their meetings,

get together and social gatherings. It can be a medium of conversation starters and strengthening bonds.

People can take tea and

engage in conversations

These small talks lead to

new relationships

Tea cup represents the icon

The brown outlook represents an

element of decor as well as the tea

texture

Represents the natural colour of tea

leaves

The colour of perfection, white is used to represent the purity of Charla Tea

Appealing Logo

Tag Line:

‘’Charla Tea:

The Taste of Tomorrow.’’

Tagline emphasizes on introducing a new venture in tea sales in the country and captures the attention of the young professional cosmopolitans.

Branding Strategy

TVC:Broadcasting commercials on local channels

RDC: Airing commercials from 09:00am to 11:00am and from 06:30pm to 08:30pm

Charity Programs:Increasing goodwill

Strategic Partnership:Access to giving out scratch card programs, offers, etc. such as, contracts with hotels and airlines.

Advertising:Billboards, online advertisements, sponsoring events and many more

Positioning Strategy

Ensuring quality of ingredients

Introducing chamomile tea, earl gray tea and peppermint tea along with regular tea

Reasonable price

Attractive cover

Becoming members of Tea Traders Association of Bangladesh(TTAB)

Getting into contract with top tea suppliers of Bangladesh

Fulfilling the market demand through

proper

market segmentation