Creative brief of marketing plan

Creative Brief

Prepared to New Leaf Tea

Prepared by

Dream Merchant Communications

12/29/2011

Overview

• “CHUMUKE CHUMUKE NOTUN SOJIBOTA” under this slogan New Leaf Company wants to make tea a popular and approachable drink for every one with.

• Target group: Male & female (age 15-35)

• Budget: In 2012 we are in break even. Profitability comes from year 2013 and profit will be 14,94,00000 crore.

• We introduce three types of tea; general Tea, special Tea with multi flavor and green Tea

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Product

General Tea

Green Tea

Special Tea

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General Tea Ingredients

Caffeine(15 - 70 mg per cup) theophylline, theobromine, wax, essential oils, calcium & vitamins A.

Why General Tea????It’s gives us energy. we know that it is the Theanine and the Caffeine working

together to create “Clear Calm” our mind.  

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Special Tea IngredientsThe speacial tea ingredients are caffeine, Ginger, Lemon juice, alaici, long,

tejpata, Cinnamon , vitamins A, iron, magnesium, calcium,, and zinc.

Why Special Tea????Ginger, alaici, long, tejpata and Cinnamon are also well documented to help

the immune system. lemon is high in Vitamin C. It is also full of

phytochemicals. These are plant constituents that help boost the immune

system and much more.

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Green Tea Ingredients

The main green tea ingredients are caffeine ,theophylline, theobromine, wax, saponins, essential oils, polyphenols particularly catechins, carotene, vitamin C, vitamins A, B1, B12, K and P, flouride, iron, magnesium, calcium, strontium, copper, nickel, and zinc

Why Green Tea ????

All these green tea ingredients work effectively to ward off different types of cancer particularly stomach cancer, pancreatic cancer, colon cancer, esophageal cancer, liver cancer, and prostate cancer.

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Objectives

•First 2 year we will achieve 10% market share with 5%

repeat purchase

•3rd years we want to achieve 25% of market share with

15% of repeat purchase.

•Becoming market leader after 5 years we will achieve

38% market share with 25% repeat purchase.

• We will start our strategy with the theme of 100%

organic. It develop our immune system, loss the weight,

relaxation and prevent cancer.

•Creating a strong interest in the New Leaf Tea

experience and start a phenomenon spontaneous

communication and spread of what the ‘New Leaf Tea’

world stands for.

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Target Audience

Population Urban Young People

Targeted Class

Target Group

Actual Target people

16 Crore 6.2 Crore 3.7 Crore 2.5 Crore 1.8 crore 1.2 Crore

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Target audience(cont.)Total Customer = 1.2 CoreUnit Purchase = 1.2*12 = 14,40,00,000 (+)Repeat Purchase Unit = 5%(7,20,000) _____________ Total Unit = 15,20,00,000Per Unit Profit 12 Tk.= 181,44,000000(-) Fixed Cost= 175,00,000000 _____________ 64,40,00000(-) Variable Cost = 49,46,00000 ______________Net profit 14,94,00000

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Target audience(cont.) Buyer Type

• 40% women, 60% men

• Median age 25, with a range from 15-35

• Likely to live near a concentrated urban area

• Likely to have college or have an advanced degree

• Interested in running, hiking and outdoor healthy activities

• Average family income Tk.15, 000 to above

Relevant Industry: Coffee, Soft Drinks

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Target audience(cont.)

Key Motivation

There are four ways by which a brand can differentiates itself and can create a supreme position in the consumer’s mind. These are:

1. Offering differentiated benefit (Functional)

2. Increasing brand equity

3. Attractive packaging

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Target audience(cont.)

Where they get the information

• Broadcast media

• Print media

• Billboard

• Glossary shop

• Internet

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Target Audience

• Urban, metropolitan cities

• Age: 15- 35

• Middle Upper to Upper class income group.(income : 20000-avobe)

• Students, Employees

of corporate office, banks etc

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Competitive Landscape

Brand Competition• Ispahani Mirzapur• Lipton• Tetly • Kazi Tea• Sylon • HRC Form Competition• Coffee • Green tea• Dust tea• Soft Drinks

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Competitive LandscapePrice Comparison

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What we learn from competitors

• Form Kazi tea we learn how to set up a own small grocery shop in the prime locations.

• We have followed competitor’s marketing strategy like TV ads, Billboard etc…

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Creative Consideration

Tools Cues Impact

TV advertising Energetic ad play by young people

create brand personification that it will refresh them.

Sticker Colorful and exotic design Increase recognition level

Tea pot shape Different packaging Create novelty on promotion

Billboard Same theme of TV Ad Increase recognition through linking cues in memory nodes

Store display Own store in prime location

Easy to access

Paper advertising Same as TV and billboard Recall the product

Interactive media Website & facebook group Participation12/29/2011

Promotional Tools Mix matrixTools Geographic Demographic Income Occupation

Advertising: Broadcast media Print media

urban, metropolitan cities

Age: 15- 35 Middle Upper to Upper class income group.

Students, Employees of corporate office, banks, home uses etc

Direct marketing Scholl, collage & university

Age : 15-23 Students

Interactive/internet marketing

urban, metropolitan cities

Age:15- 35 Middle Upper to Upper class income group.

Students, corporate officer,

Sales promotion urban, metropolitan cities

15-35 Middle Upper to Upper class income group.

Students, Employees of corporate office, banks, home uses etc

Publicity/public relation

Dhaka (trade fare) All All All

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TVC

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Billboard

CHUMUKE CHUMUKE NOTUN SOJIBOTA

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Interactive MediaFace Group

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Interactive MediaWebsite

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Creative Consideration

Broadcast Media

Media type channel program time Weekend Program

Television NTV news,music hour 8pm to 11 pm Tele film

Time 2pm to 5pmATN NEWS news,sports hour 10 pm to 12 pm

SOMOY TV Special news Whole day

DESH TV New leaf news head lines

Whole day

CHANNEL 1 drama, 6pm to 10 pm Cinema

INDEPEDENT news, live show amadar bangladesh

11pm to 12 pm

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Creative ConsiderationPrint Media

News paper Magazine Duration

Prothom alo Twice a week

Daily star Twice a week

Anondo alo Once in a month

Canvas Once in a month

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Message

New leaf introducing three different tea brand for customer like General tea for relaxation Special tea for improve immune system Green tea for prevention of cancer

• New Leaf Tea represented 100% organic theme to the consumer.

• There is no chemical used to manufacture not even in plant.• Prevent diseases and keep healthy• It contains superior taste for the customer

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Message(cont.)

Others three major area of communicationSponsorshipRadio advertisingSocial activities

Jingle: “CHUMUKE CHUMUKE NOTUN SOJIBOTA”

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Special communication

In different festivity we organize different program for the customer like

Pehala boishake Language dayIndependent dayFriendship dayValentines day Book fair

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Legal considaration

• New Leaf Tea Brand is approved by BSTI• New Leaf Tea Brand is approved by Halal• New Leaf Tea Brand is approved by ISO

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Finer PointOrganic

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Time Line

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Particulars Time

Project Approval 01 January ,2012

Trade Show 07 January,2012

Press Conference 15 Fabury,2012

Budget

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Total Unit 15,20,00000Per unit profit 15,20,00000*12 = 181,44,00000(-) total cost = 224,56,000000__________________________________________Net profit = 14,94,00000We spent 3.7 % of net profit for using communication purpose.

Budget(cont.)

Particulars Items AmountAdvertising/Communication Tv ad

NewspapersMagazinesGraphic Designers Flyers, Billboard

Total:

3000000 500000 300000 120000 400000 500000

48,20,000

Interactive/internet marketing

Web site management Web design

Total:

100000 30000

1,30,000

Sells promotion Free sample coupons

total :

500000 500000

1,00,000

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Budget(cont.)Event Trade fair

Concert road show

Total:

100000 120000 50000

2,70,000

Direct Marketing game show, quiz competition

Total:

50000

50,000

Tea stall Set up

Total:

100000

1,00,000

Total budget 54,70,000

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Sign off

• This product is approve by

________________ ________________

Head Of Marketing Creative Consultant

12/29/2011