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Team Project:
Marketing strategy for SUPER MILK TEA
Course Name: Principles of Marketing
Course Code: MKT201
Sec: 03
Prepared for
Afsana Akhtar
Assistant Professor
BRAC Business School
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Prepared by
Name and ID number of the students:
Tonoy Mitra 16104072
Sadia Afrin 16104067
Tasfia Maisha Rodashi 16104069
Saima Ahmed Rahin 13301117
Date of submission:
27 March, 2017
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LETTER OF TRANSMITTAL
27.03.17
Afsana Akhtar,
Assistant Professor,
BRAC Business School
Brac University
Subject: Submission of term paper on "Developing marketing strategy for the chosen product"
Dear Ma’am,
It is indeed a great pleasure to present before you the term paper on marketing strategy for
“SUPER MILK TEA”. The term paper has been completed depending on knowledge gathered
from this course “Principles of Marketing ".
We are thankful to all those persons who provided us information’s and gave us valuable
advices. We would be happy if you read the report carefully and we will be trying to answer all
the questions that you have about the term paper. We have tried our label best to complete this
term paper meaningfully and correctly, as much as possible. We do believe that our tiresome
effort of developing a marketing strategy will be of satisfactory level to you.
If you require any further additional information regarding this report, please do contact us
without any hesitation.
Sincerely,
Tonoy Mitra
Sadia Afrin
Tasfia Maisha Rodashi
Saima Ahmed Rahin
BBA department,
Brac University.
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Acknowledgement
The unavoidable truth of the world is that behind any successful work there must be hand of
others. In today’s world, if we want to introduce new product in business, we must analyze every
single step of marketing and marketplace. We have been given the task for gathering experience
about “how to apply the concepts and methods of marketing to a real-world marketing opportunity”.
We are really grateful to our respectful senior faculty Afsana Akhtar for giving us the
opportunity to work on this team project and for giving permission to work on “Super Milk
Tea”. It helps us to gather and understand a vast amount of knowledge about marketing
strategies, policies and also related concepts to a further extent.
We are really grateful to our group mates for their co-operation and for working really hard for
this term paper as well as to some senior peers for helping us to understand related concepts of
marketing strategies. We want to thank our friends and families for involving with us in time of
group decisions to improve our ideas. Also, the well-wishers those who give us ideas based on
the real world business strategies and procedures.
Eventually, we recognize the Almighty who has blessed us with the abilities and patience of
doing any tough job easily.
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Table of Contents
Acknowledgement
Executive Summary
1.1 Objective ……………………………………………………………… 04
1.2 Methodology ………………………………………………………….. 04
1.3 Limitations of the report………………………………………………. 04
2.1 Current situation………………………………………………………. 05
2.2 External Factors……………………………………………………….. 05
2.3Internal Factors……………………………………………………….. 06
3.1Markeing Segmentation………………………………………………
06-07
3.2 Market Targeting……………………………………………………... 07-08
3.3Financial Objectives…………………………………………………... 08
3.4 Non-financial objectives……………………………………………… 09
3.5 Social media objectives…………………………………………….....
09
3.6 Strategic objectives……………………………………………………. 10
3.7 Financial Strategic Objectives………………………………………… 10
3.8 Customer Strategic Objectives………………………………………… 10
4.1 Marketing Mix…………………………………………………………. 10
4.2Product Life Cycle……………………………………………………..
12
4.3Pricing Strategies………………………………………………………. 13
4.4 Advertising and promotion……………………………………………
14
5.1 CSR (Corporate social responsibility)………………………………..... 15
5.2 Limitations……………………………………………………………... 16
5.3 Recommendations……………………………………………………… 16
Conclusion…………………………………………………………………. 17
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Executive Summary
Tea is a source of one kind of refreshments and almost we all of us like tea. Although when we
are tired and come back home after a long tiring day we need one cup of tea. Many companies
nowadays are selling different types instant tea sachets but we are all missed milk tea.
Bangladesh is an agricultural county and the place is an important tea producing country. Today
our country has 172 commercial tea estate. The tea grown in the northern and eastern districts
provide a favorable ground for the production of the high quality tea.
For this reason we have come up with a new idea. We want to introduce in market a new product
that is an instant milk tea. We are going to introduce this tea as a name of super milk tea. Our
product contains milk, sugar and tea leaf power in one sachet customer don't need to go through
as a long procedure to make milk tea. We just need to mix it with hot water for enjoying a cup of
milk tea. This will help them to refresh themselves and save their time as well.
So, we want to follow behavior segmentation and physiographic segmentation. After evaluating
the market we have chosen the these segmentation because our product is a food product and we
found out that tea can relate with personality,lifestyle,benifits and this product will give the best
benefit to people who a have a habit and want the benefit of the tea.
The 'tea' has the comforting flavor of sweet cream, but there is also a strange bitter flavor that
feels dry on the tongue. We hope that the students and the working class people those who don’t
like to take hassle for making tea.
As we are working on new product so we want to introduce Instant tea in Bangladesh. As, it is
not introduced here before.
INSTANT REFRESHMENT
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Marketing strategy for SUPER MILK TEA
Background:
“Only practical work and experience lead the young to maturity”. This term paper is the prove of
this statement. We can learn many things from books but it is insufficient to acquire practical
knowledge. In this semester we have a course on marketing which is known as “Principles of
Marketing MKT201” and this course gave us the opportunity for doing practical implementation
of our theoretical knowledge. By doing this report we can learn how to launch a product,
marketing it, whom we are going to serve and how to satisfy the customers by fulfilling their
needs.
Objective:
For making the term paper our goal is to find out the answer of the following questions broadly
using concepts and methods of marketing.
1. Analysis- analyzing the current situation- where are we now?
2. Marketing strategy- the future orientation- where we want to be in the future?
3. Marketing Mix-How shall we reach there? The 4Ps.
4. Expected results- What results we will get from this?
Methodology:
It is a descriptive paper about our product that we are introducing in market. For making this
report we need to do research about the market competitors and customers. Also, we have taken
some of the customers’ reviews about the product who have tasted this from overseas. But, most
of the data have been collected from secondary sources like – internet, journals, articles etc.
Limitations of the report:
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We have tried our best to prepare the report perfectly. But we are not completely satisfied. We
have faced lot of problems regarding the report. But our respected faculty gives us enough help
in making the report. Unfortunately if we get little extra time we might do better.


Lack of experience: As this is our first work on new product development and also
making marketing plan development term paper so we have lack in experiences. So that,
it might seem normal that error comes into existence in this report.
Lack of information’s: As we are working on a product that is an international product.
We are the people who want to introduce it here. So that, we cannot manage enough
information’s about the product but we did our best for making this report successful.
Current situation:
We are basically on the ground zero through we are trying to develop our strategy but we are not
currently established. We are in still in the developing stage. We are research on the current
market that who are the leading tea producer and what types of tea they are producing though our
product is different from other.
External Factors: The market is large for our product. We have many competitor in the market
though our product is different but customer have not tired this product before this can be a risk
for us. As we are mainly going to target students and middle age working class people as they
have the need. As students and working class people they do not time we are mainly going to
serve them because they do not get time to make tea but want to refresh our product will fulfil
their need . In this way we will be able to make a good relationship with our targeted consumer.
The major competitors and their pricing, promotion and product information is given bellow:
Competitors in marketplace:
Brand Name
Varieties
1. Ispahani
Mirzapore Tea




2. Lipton






Ispahani
Ispahani best leaf
Mirzapore tea bags
Blender’s choice green
tea
Blender’s choice black tea
6. Zareen premium tea
Lipton yellow label
Lipton iced tea
Lipton brisk
Lipton pyramid tea
Description





Provided
Areas
In loose and
packet form
In original or in
blended form of
tea leaves only
All cities, subcities and
villages in
Bangladesh
Loose or
packets
Blended
Liquids
Bangladesh,
India, China
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3. Kazi and Kazi
Food
4. Brooke Bond
Taaza
5. Danish Tea
6. Fresh Tea




















Pure leaf
Lipton black tea
Lipton black & herbal tea
Lipton tea & honey
Lipton K-cup pack
10. Lipton green tea
Kazi black tea
Jasmine green tea
Tulsi tea
Ginger herbal infusion
Green tea
Taaza gold
Taaza masala chaska
Taaza leaf
Taaza dust tea
Danish shimla tea
Churamoni dust tea
Danish tea
Danish tea BOP
Danish tea dust

Cup style


Porch bag
system
No loose
Dhaka City,
nearby small
towns



Loose or packet
Sachet
Retail box

Packets only





Fresh premium tea
Fresh danedar tea
Fresh dust tea
No-1 leaf tea
No-1 strong tea



Blended
Powdered
Packets
All cities and
towns in
Bangladesh
and India
Bangladesh,
India,
Thailand,
Norway,
Sweden,
Scotland
Bangladesh &
India
Internal factors: We are producing our product based on customer needs and wants.
4Ps:
Product: Our product is instant tea as we mentioned before it is the going to be the instant milk
tea
Price We following the market penetration strategy for pricing.
Promotion: We are going to promote our product though broadcast, outdoor and internet.
Place: We are going to sell our product in urban areas.
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Market Segmentation
Market segmentation is the process that companies use to divide large heterogeneous market into
small market that can be reached more efficiently and effectively with products and services that
match their unique needs.
There are four major market segments geographic, demographic, psychographic and behavioral.
So, we want to follow behavior segmentation and physiographic segmentation. After evaluating
the market we have chosen the these segmentation because our product is a food product and we
found out that tea can relate with personality,lifestyle,benifits and this product will give the best
benefit to people who a have a habit and want the benefit of the tea.
We want to target people who working class people and need the benefit of the tea.
* We are targeting mainly the lifestyle of people. Everyone have different lifestyle so our
product is going to be a part of this lifestyle as most of the people have a habit of drinking tea
every morning and evening . They can easily make this product as a part of their life style.
* We are going to segment the market according to social class. We are mainly focusing on
middle class and upper class people as middle class working people and any working people
don't get enough time this product is going to help them.
We are going to segment the market according to the benefit who this going give them. This tea
will give them refreshment and will save their time as well.
We are mainly producing consumer goods so that can consumers find it easy and affordable as
well.
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Market targeting
After evaluating market, we have chosen Psychographic, and behavior we are going to concentrate
on that strategy.
Concentrated marketing strategy : By these two marketing strategy we are going to achieve a
strong market position because of our research we have a great knowledge about our targeted
consumers and their needs and wants and by this way we can find it easy to fulfil the need. We
are mainly targeting people’s life style and benefit so that we can easily fulfil their need
Choosing a different and positioning strategy: Every company needs to be different from
other. For those college and university students and those busy people who can't manage time to
make tea but needs a bit refreshment in daily life in the easiest way, super milk tea brings instant
tea which o contains sugar, milk and tea leaf powder to have tea anytime, anyplace, anywhere
with anyone .
Core customer value: Instant refreshment.
Quality: Rich creamy
Product feature:
* Easy to make
* Instant refreshment
* Easy to carry
* Time consume
Uniqueness of our product : Our product is going to be first tea product which make milk tea
easily in a short time no need to do anything pour stir and eat . This product is cheaper and easily
available in the market.
Choosing right competitive advantages: To promote our products we must find out the
Uniqueness that makes our product different from other. For these we have chosen few
differences to promote our product.
Selecting an overall positioning strategies : As we don't have any similar competitor so we are
going to follow more for the more strategies because we are going to sell our products as the
competitor like other tea brand is doing because in this way consumer is going to have a new
product in the same price. So it is going to be a great benefit for us.
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Developing a positioning statement “Instant refreshments” in just one stir.
Financial objectives:
Our financial objectives are:
 Increase selling amount: Main target of our financial objective is increasing of our
selling amount by more production and customer satisfaction.
 Higher production in minimum cost: Another target is to produce more products in a
low price by maintaining better quality as much as possible.
 Higher profit: Our goal is not only to serve best but also to gain much profit.
Non-financial objectives:
 Brand uniqueness: Our product is completely a new product in the market. For the first
time we are introducing it in this market place.
 Purchase intention: For saving the customer time and thinking of reducing their effort
of making tea and it will save their money.
 Better quality: We will provide the best quality product in a lower price to the
customers.
 Better service in comparatively low price: We will also ensure the service after selling
in a low cost
 Consumer satisfaction: Our main priority will be gaining customer satisfaction.
 Workers well-being: we will also work for our worker well-being by giving insurance,
bounce etc.
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Social media objectives:
 Advertisement: Advertising about our product is the main target of our social media
objective.
 Online promotion: We will use every social media for promotional activates.
 Consumer opinion: Social media is a gateway to communicate with the customer so we
will collect customer’s opinion through social Medias.
Customer objectives:
Promotional offers: if a customer buy a 5 packets of super milk tea he will get 1
packet free.
Strategic objectives: We have a long term future plan for our products and company. Our
main target is to be a market leader, as our product is the only product in the market so we can
earn more profit and we will try to maintain our quality so that our customer will not feel
disappointed.in this way we be able to hold our market share easily.
Financial Strategic Objectives:
 Financial Growth: To exceed 05 million in the next five years.
 Financial Growth: To increase revenue by 5% annually.
 Financial Efficiency: To decrease expenses by 3%.
 Financial Efficiency: To increase net profit by 5% annually.
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Customer Strategic Objectives:
 New Customer: Introduce our new product to new and existing markets.
 Customer Service: Will get information from the customers’ in order to improve our
product.
Marketing Mix
Product: Super milk tea is an instant tea just like instant coffee.
This product gives an easy way to make tea using only hot water. The tea has the comforting flavor
of sweet cream. A sweet and oily feeling lingers on the tongue for quite a long time after the tea is gone.
It is a fun and quick way to have a tea that does not take time and too much effort to prepare.
Benefit:
1.
2.
3.
4.
5.
6.
7.
8.
9.
easy to make
time saving
cheap
no reluctance
organic
less caffeine than coffee
reduce risk of heart attack and stroke
boost immune system
unadulterated
Positioning:
Position’s objective is to occupy a clear, unique, and advantageous position in the consumer's
mind. Our positioning is that we are providing quality products with better services than our
competitors. Positioning statement: “To those college and university students and those busy
people who cannot manage time but needs a bit refreshment in daily life in the easiest way Super
milk tea brings instant tea which contains sugar, milk and tea leaf powder to have a tea anytime
any place with anyone."
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Levels of Product:
Augmented product:
Delivery and credit: Buy retail or sachet & also home delivery if retailed.
Product support: Retailers can return products after expiry if not used and get new product.
Warranty: None.
After Sale Service: Customers can call or mail in the number and e-mail address given in each
sachet to give us feedback which further will help us to improve our product.
The Actual product:
Brand name: Super milk tea
Quality level: Rich and creamy
Packaging: Sachet pack and family pack
Design: Eco friendly product
Core customer value: Instant refreshment
Type of product: Our product is a shopping appliance which is a refreshing beverage.
 Consumer product: This is for residential and outdoor purpose. When we provide our
product for residential and outdoor purpose it consumes time and energy.
 Industrial product: When we provide our product for business purpose or for bigger
area we have shipment service and retail service available.
Branding:
Our target audience is the students and busy people. Our purpose is to provide easy way to have
refreshment of tea. So our brand “Super” cares about the people and tries to satisfy them in the
best possible way.
Packaging: Super milk tea being typically horizontally or vertically in shape it is most
commonly stacked in a packet for safety. 24 sachets are put inside one family packet where each
sachet contains grinded tea, milk powder and sugar mixed together. In some cases, we also pack
packets in individual carton boxes to be packed into larger master carton box if requested by the
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customers for a little extra charge.
The box of the pallet is then sealed and strapped followed by being wrapped in plastic film. Then
we deliver the product via road transportation like truck. If needed, we do shipment and export to
other countries in large quantity.
Product life cycle: life cycle of our product is identified based on different stages:
Chart 2: Production life cycle chart for Super milk tea.
1. Development Stage: In the development stage, we need to research the market and
develop strategies for our product.
2. Introduction: After researching, developing then we will launch our product on market.
3. Growth: We have taken promotional activities to increase selling rate of our product. And
gradually it will increase.
4. Maturity: After reaching the highest selling amount we will slow down the growth rate of
our product.
5. Decline: At a time the growth rate of our product will start to fall down. So, we have some
plans to extend the life cycle of our product:
•
Advertising,
•
Price reducing,
•
Adding value,
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•
Explore mew market.
Pricing: There are 2 types of pricing strategies. Market skimming pricing and market
penetration pricing. As our project is new we have to adopt market-penetration pricing strategy.
Under this strategy we have the opportunity to promote our product widely. Our target market is
mostly the students and busy people. So at first we have to keep our price low compared to the
competitors in the market. Our main goal is to deliver quality products with satisfying services at
a low price for the people who keep busy at work r study, for which they need easy solution to
make tea.
Pricing of the product:
The product will be available in 2 size of packets
1. Sachet
2. Family pack
1. Sachet pack: This is a pack for one cup of milk tea. Its contains powder of milk and tealeaves
and one small packet containing sugar.
2. Family pack: This is a pack for one cup of milk tea. It contains powder of milk and tealeaves.
500g (FAMILY PACK)
200 tk
12g (SACHET PACK)
10 tk
Promotion: Among the 4 types of promotion we are choosing 3 types. They are broadcast,
outdoor and internet.
Broadcast: Firstly we are choosing broadcasting method. We are making advertisement
and broadcasting it through electronic media. Our advertisements are now airing on
television and radios.
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Outdoor: The outdoor promotion is mainly for the retailers. We also hire some agents and
sales persons to distribute the news of our product. As we are going to introduce completely
a unique product so we need to convince the retailers first. For that, we will send our
representatives and tell them briefly about our product and its usefulness. Because of not
being connected to the customers directly we must introduce it to the shop owners and
retailers and make sure that they can convince the customers easily. Our sales person goes
outside of the universities and colleges and corporate offices and promotes our product.
Internet: Our Company “Super” has a website. All the pricing, features and others news
are updated here. Link: www.supergroupltd.com/
Marketing Channels: Marketing channels are interdependent organizations which help to make
a product or service available for the consumers. As marketing channels perform many key
functions, we are going for Selling through Intermediaries Channel which is going to contain
only retailers as intermediary who is going to bring our product to final consumers.
In order for the channels to work efficiently and managing channel conflict, we are going for
Vertical Marketing System (VMS). Our company is to own other channel members under single
ownership as a unified system.
As we are going for Selective Distribution, we can develop good working relationship with the
retailer and gain more control over the product’s market for cheaper.
For selecting this intermediary, the retail store’s customers, location, and future growth potential
is going to be taken into consideration. As for managing these stores, partner relationship
management (PRM) is needed to be practiced by recruiting, training, organizing, managing,
motivating, and evaluating relationships with channel partners, which is likely to create value for
both the company and the marketing partners.
CSR (Corporate social responsibility): As we are a brand promoting instant tea, our primary
focus of corporate social relationship is the customers. We are going to provide to students and
those busy people who cannot manage time but needs a bit refreshment in daily life in the easiest
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way as Super milk tea brings instant tea which contains sugar, milk and tea leaf powder to have a
tea anytime any place with anyone.
As, we are going to run a company, we are going to recruit many employees. So, in a way it is
going to help the society to get rid of unemployment problem to some extent.
Also, we want to forge relationship with customer with high brand equity projecting an image of
an customer friendly responsible business organization. For this reason, this product will help to
satisfy our customer’s need.
Major Logistics Function: In order to meet customer requirements, physical distribution of a
product that involves planning, implementing, and controlling the physical flow of goods,
services, and related information at a profit is known as Marketing Logistics. The major logistics
functions are:
Inventory Management: Efficiency is required when it comes to inventory management to keep
the balance between too much or too little inventory as too little stock may lead to customers
switching brands, and too much inventory on the other hand may raise the cost.
Transportation: As a mode of transportation, we are going to use the roadway to deliver
products through trucks, buses.
Limitations:
This is a food product and taste vary from person to person, some people might not like the taste
of super milk tea. As, it contains all ingredients in a definite quantity so that some may find that
all the ingredients are not there in enough quantity. On the other hand, some people like coffee
than milk tea. The product is new in Bangladesh so it will be difficult for us to gain our desired
results in selling.it may take time. But as we are offering a taste and easy making process of
making tea so it might be prove profitable. For this, we will do enough promotional activities in
order to promote our product.
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Conclusion:
About 0.15 million people are directly employed in the tea industry. Many more people
are indirectly employed in other sectors related to tea processing and business. So, there
is a strong potential of marketing as there is a great number of consumers awaiting to be
served. Tea is the second largest export oriented cash crop of Bangladesh.
We are going to Engage in promotional activities to make every tea lover rather just
make them aware about the product, as they are more like to become loyal customers. As
in Bangladesh there are other brands like Mirzapore, Taaza, Lipton who we are
considering as our competition is yet to do any promotional activities that would inspire
people to consume Super Milk Tea. This will pave our way to earn love mark of the
customers.
Furthermore, we are going to expand our market to urban people as well, from
organizational usage to residential usage. Every year the consumption of tea rises, it
never decrease. Using technology & it will decrease rapidly. With our product, people are
going to start their day in a refreshing way. We live in an advance world, a world of
technology. Still, we use such products that are harmful to the body. Our body needs
refreshment & a new start every day. This is the high time to change and to start in a
smart way. Also, any eco-friendly product is good for the environment and the society
thus it ensures the healthy future of our next generations.