Fusion Tea
"Biri yapacaksa, neden üç kullanalım”
“When one will do, why use three”
Exported to: Turkey
Export Marketing
Group Members
Muhammad Mustafa
Atif Abker
Usama Arif
Muhammad Ali Gondal
Hassan Istafa
Executive Summary:
Fusion tea is new entrant with completely new concept and new business idea. Our model
aims to target the Turkish economy as this model has been previously tested in the Pakistani
market. However, due to a greater potential seen in a market abroad we (the board) decided to
take a step forward towards growth. The product will be non-export as we have already tested it
in the Pakistani market. The same product will be marketed in Turkey as we exercise
standardization in the beginning. The great demand of tea in turkey will support our business as
turkey has one of highest tea consumption all around world. Turkey as a tourist destination can
also be beneficial for our brand for global attractions. Cities we would be targeting are one of the
busiest and top attractive in turkey which have more footfall than other cities such as Istanbul,
Ankara, Izmir and Kayseri. The concept of “easy to make” practise in such cities can be result
beneficial for our brand. Easy to export such product because the taste of tea is almost same
across the world so the cultural difference and climate won’t be a factor which would be an
obstacle to export the product. The good relationship between Turkey and Pakistan makes
export to turkey for us much easier. According to FTA “free trade agreement” between Turkey
and Pakistan, both countries agreed to eliminate 85% of tariff which resultant huge increase in
exports between both sides. Our team have bigger plans to take this brand on global level for
worldwide recognition of Pakistan.
Mission Statement
Our mission is to provide our customers with the all-natural ingredients in one packing to ease
their everyday lives. At Fusion Tea, we stay true to our word by always providing the best
quality experience, customer service, and tea.
Vision Statement
Our goal is to provide the easy to make experience for our customers. Fusion Tea wants to start
the trend of providing healthy beverage options and by combining drinking excellent teas with
their daily lifestyle. We want to change the way people see and think about tea.
Corporate Product background:
Fusion tea is new entrant with completely new concept and new business idea. Fusion tea
offers a daily day use product “tea” to satisfy the caffeine intake of the customers. The main
adaptation of the fusion tea is from the Lipton tea bags and after spending ample time on research
fusion tea come up with the 3 in one tea bag. This includes all the essentials to make tea in one
single tea bag and which is way more convenient and easier to use. We are making our position
different in matter of easiness and time saving because the user of Fusion Tea does not have to
wander in search of tea, milk, and sugar. Fusion Tea does this once and for all. But to compensate
this flaw (as user do not like the product costlier than its competitive product) we are giving great
facility of all the three components of tree in one Tea Pack. That’s why we say “When one will
do, why use three”.
Our easy to make feature (The core concept of the product) is also our competitive edge that
no other marketer is following currently. Fusion tea is adapting product development which mean
the market is same but the product is new and will be using market penetration to enter the market.
This product is suitable for the export because there is huge market of tea drinkers and according
to current market dynamics fusion tea full fill all of the customers need related to tea which is
convenient and time saving. It would be easy to export such product because the taste of tea is
almost same across the world so the cultural difference and climate won’t be a factor which would
be an obstacle to export the product. The product will be non-export as we have already tested it
in the Pakistani market. The same product will be marketed in Turkey as we exercise
standardization in the beginning.
Industry Analysis:
Fusion Tea make consumption of tea very convenient for the lovers of tea and therefore
in economies like Turkey where per capita consumption of tea is nearly 7 pounds in a year (as
per a world bank survey), Fusion Tea will most definitely attract the tea loving Turkish people.
The consumers can now spend more time enjoying tea than making it. Especially for the
consumers who are occupied by their work which accounts for almost 87% of their labor force.
Turkey being a growing market and recognized as the newly industrialized country is
progressing towards labor and employee efficiency and Fusion Tea can aid in improving
efficiency at work because it saves time of making tea and if considered as a whole there are
uncountable hours wasted on making tea yearly in the corporate sector of Turkey. Revenue in the
Tea segment amounts to US$11,535.6m in 2021. The market is expected to grow annually by
13.33% (CAGR 2021-2025). By 2025, 57% of spending and 6% of volume consumption in the
Tea segment will be attributable to out-of-home consumption (e.g., in bars and restaurants). The
average volume per person in the Tea segment is expected to amount to 2.9kg in 2021.
Market Analysis Customer Based:
The Marketing Objectives of “Fusion Tea” are as follows:

To get high return on products through customer satisfaction.

To provide high quality products in order to earn customer loyalty.

To encourage repeat sales

To introduce the innovated form of tea that already contains milk and sugar to achieve
high growth in tea industry.
Target Market:

Turkey has a huge consumption capacity when it comes to Tea consumption, and with a
huge consumption rate many huge retailers make up the most of the market cap in order
to fulfil the demand. An individual in turkey on average consumes tea 3 times a day and
Turkeys total population of approximately 90 Million, this shows how huge our target
market is. The major goal will be to penetrate in the market through various large-scale
retail giants such as Carrefour and Migros, this would enable us to target a huge number
of people that could directly purchase our product. Trade fairs would be a key aspect in
terms of understanding turkeys’ market itself, this would enable fusion tea to get a firm
standing in terms of launching its products in turkey.

Last the Wholesalers and distributors would be fusion teas main source of bridging the
gap between fusion tea and the consumers, Fusion Tea will be looking to lock high end
retailers especially dealing with FMCG goods in order to make sure we have a chance of
a firm standing within the market.
Segmentation:
Segmentation is to divide the total market in segments. Buyers in any market differ in their
wants, resources, locations, buying attitudes, and buying practices. Through market
segmentation, we will divide large markets into smaller segments that can be reached more
efficiently and effectively.
Our main focus in terms of segment marketing is as follows:
Segment Marketing:
It is to make some segments. Everyone needs tea as per their requirement. We are dividing our
customers in two segments which are as follows:
Regular (Tea) Users.
Sugar Free Users.
Through segmented marketing their will be chance to sell our tea at comparatively high prices
with high profit margin good image will be created in the market. There is a large number of
people in Turkey those are concerned about their health and use sugar free tea. We do not want
to lose our share in them that is why we are providing Sugar free version of Fusion Tea.
Geographic
Host Country
Pakistan
Target Country
Turkey
City
Lahore
Density
Urban
Climate
Northern, Southern
Demographic
Age
19+
Gender
Male, female
Family Size
All
Family Life Cycle
All
Income
Above USD 3000 annual (Seekers)
Occupation
Professionals, managers, supervisors, retired, employees
Education
Any
Religion
Any
Nationality
Turkish
Psychographic
Social Class
Middle class and onward
Lifestyle
Achievers, Strivers
Personality
Gregarious, authoritarian, ambitious
Behavioral
Occasions
All
Benefits
Quality, convenience, economy
User Status
Potential user, First time user, regular user
User Rates
Medium User, heavy user
Loyalty status
Medium, strong, absolute
Readiness stage
Interested, desirous, intending to buy
Attitude toward product
Enthusiastic, positive, indifferent
This is current market analysis of Fusion tea based on the local market.
Demographic Segmentation
Fusion tea will be targeting all types of consumers from the age of 18 and Above, Both Male and
Female consumers will be our Key Target Audience. Consumers between the age of 18-22 tend
to develop life lasting habits, therefore it would be crucial for Fusion Tea to gain as many young
consumers as they can and turn them into life time consumers of our product. Major Target
market would include Students as they are the key Individuals in terms of having to be our
lifetime consumers, Housewives would also be our targeted consumer as housewives mostly
have control over groceries and we would want to make sure that Fusion Tea is always a part of
their grocery List, Lastly, we’ll be targeting Cooperate workers since our product is a Quick Fix
for tea lovers and works best for cooperate workers since they have a busy schedule.
Geographic and Psychographic segmentations
Fusion Tea will lay its foundation by entering major cities of Turkey and setting ups its
distribution channels in Izmir, Istanbul and Ankara. Major target areas would include,
Commercial Areas, Grocery stores located in different housing societies and stores near student
hostels and student accommodations.
In terms of Psychographic segmentations fusion tea will be targeted towards people that have
less time throughout the day and have a busy schedule. We’ll be targeting middle class
consumers since they make up for most of our targeted audience bracket and consumers that
consume even more than 3 Servings a day.
Competitors
Turkey has a mass market space for Tea therefore there are many Tea manufacturers and
retailers across turkey.

Hafiz Mustafa, Zencefelli, Caykur

Imported Brands such as Lipton and Tapal

207 Tea Companies across Turkey

45 Manufacturing Units Across Turkey
Market Targeting:
A set of buyers sharing common needs or characteristics that the company decides to serve. After
evaluating different segments, the company must decide which and how many segments it will
target. Market targeting can be carried out at different levels. Our target marketing market will be
“concentrated marketing”.
Concentrated marketing targets a small share of a large market with limited company resources.
One should have knowledge of the market in order to spread and distribute product more
effectively and efficiently. We are targeting market of Istanbul, Ankara, and Kayseri to start
with.
Export marketing plan:
References:

(Source: https://www.statista.com/outlook/cmo/hot-drinks/tea/turkey).

(CAGR 2021-2025)
