TULIP GREEN TEABY GROUP 6

Prativa Biswas

Haythahie Sakthipriya

Vignesh

Naveen

Eunice Deborah

Anudeep

Sidharth Ala

Dharmendra

Brand Mantra : “Live an Organic Life”

PRODUCT VARIETY

TULIP Lemon Tea

TULIPClassic Organic Green

TULIP Tulsi Ginger Tea

Variants will be composed with three flavors

OBJECTIVES

• To produce and deliver refreshing ,healthy, quality green tea flavours

• Gross margin of 65 percent or more

• Net profit above 10 percent of sales

• Encouraging consumer to switch on to healthy diet habit

• Substituting other Brand variants in the

• Strong hold in the market within next 5-10 years from the time of introduction

• Eliminating substitute demand

START UP SUMMARYStart up expenses

Legal

Market Promotion

R&D

Others

Total Start Up Expenses

Start up Assets Nedded

Cash in Hand

Inventory

Short term Assets

Total Current Assets

Long term Assets

Total Assets

Total Start Up Requirement

Left to finance

Start Up Funding Plan

Investment

Owners Equity

Investor 2

Other

TOTAL INVESTMENT

COMPETITIVE COMPARISION

• Existing Competitors such as

– Lipton, Tetley Tajmahal , Organic India ,Himalaya Etc. are premier leaders in the Tea

Industry

• Engaging competition against firms using Natural ingredients without

added flavors

• Emphasizing the market by positioning our brand as a choice in their Tea

taste experience which uses only organic ingredients

• We will continue to examine our rival’s Fallbacks and Strengths, and

accordingly strategically promote our Strengths and eliminate Weakness.

MARKETING PLAN

• Marketing Plan• Our marketing plan consists of providing a direct line of communication

regarding our product to current and prospective customers.

• Our ADVERTISING campaign will accomplish the following:• Convincing customers that our company's products are the best in the market

• Enhance our company's Goodwill

• Point out the Needs and create a Desire for our products

• Improvise with new products and programs

• Draw customers to our business

MARKETING PLAN

• Our advertisements will be simple, transparent and easilyunderstood, truthful, informative, sincere, and customer-oriented.

• Following are the methods of advertisement promotional mediafor our home-based business :

• Personal contact• Newspapers , Magazines , Newsletters• Telephone directories• Radio• Online/Internet(social network)• Flyers—Direct Mail• Specialty Items (calendars, telephone pads, etc.)• Brochures and Catalogs• Coupon Mailers• All of our correspondence will be professional, printed on recycled

papers and with clean typing free of any spelling errors

BRAND POSITIONING

• Value Proposition• Refresh you with combination of highest quality

natural ingredients at a relatively good price.

• Positioning concept• Experiential positioning• Provide sensory stimulation

MARKET SEGMENTATION

TARGET MARKET-Three adjacent segments

• 18-23 years - College students

• 25-40 years - Young working professionals

• Above 40 years - Health conscious people

PRICING STRATEGY

The Price can be set to maximize profitability for each unit sold or from themarket overall but we will maintain our pricing positions as a premierprovider for what we are the best product available from the mostdiscriminating consumer.

Technique for Pricing used• Absorption pricing

– A Method of pricing in which all costs are recovered. The price of theproduct includes the variable cost of each item plus a proportionateamount of the fixed

– Absorption Price will contribute to 90% of the product cost and 10%shall be the Contribution price (which will maximize the profit )

• We intend to maintain our separation from the price competition at thelower end of the business.

• Our plan calls for no significant changes in pricing. Price increases will bedue mostly to the fluctuation of our ingredient prices.

PRICING STRUCTURE

Segments Price Per Kilograms

Segment 1 : College Students Rs. 90

Segment 2 : Working Professionals

Rs. 140

Segment 3 : Health Conncious Rs. 200

As it is a new product we are giving 10% free for the customers

Why do ?Segment 1 prefer our product ?

– It Increases Fat Burning and Improves Physical Performance

– It Can Kill Bacteria, Which Improves Dental Health and Lowers Your Risk of Infection

– It Can Help You Lose Weight and Lower Your Risk of Becoming Obese

– It May Decrease Your Risk of Dying and Help You Live Longer

Segment 2 prefer our product ?– Compounds in Green Tea Can Improve Brain Function and Make

You Smarter

Segment 3 prefer our product ?• Green tea contains various bioactive compounds that can

improve health

• Antioxidants in green tea may lower your risk of various types of cancer

• Green tea may protect your brain in old age, lowering your risk of Alzheimer’s and Parkinson’s

• Green tea may lower your risk of type II Diabetes

• Green tea may reduce your risk of Cardiovascular disease

MARKETING PROGRAMS

Marketing Programs

Some of our marketing programs will include but will notbe limited to:

• Free samples

• Coupons

• Referral Discounts

SALES STRATEGY

Our sales strategy includes using the following selling techniques:

• Telephone Sales

• Person-to-Person Sales

• Retail and distribution outlets

Our sales strategy is outlined below in three phases.

• Phase One– To accommodate our existing customers and to make sure that current orders and

subsequent orders are maintained.

• Phase Two– Will commence when our facilities are expanded. We will then be able to develop

new products, accept new clients, and contact companies who have shown interest in our products and be able to accommodate their orders. We plan to hire a highend-quality salesperson to assist in defining our marketing program.

• Phase Three– Will begin with the hiring of two additional sales representatives who will develop

our consumer program wherein we will begin to sell our product directly to an individual via the web.

SPECIFIC SALES PROGRAM

• Distributor sales

• Web sales

• Retail sales

• Direct sales

• Telephone sales

CHANNELS OF DISTRIBUTION

Producers

Wholesalers

Retailers

customers

• Product will be carried from the manufacturer and then to distributers or other agents

• Requires Pro-scaled transportation channel as the manufacturing plant is situated mainly in hilly areas

SWOT ANALYSIS

Strengths

• IMO Certification

• Loyal customer

• Production facilities

• Respectable position

• Efficient SCM

• Brand Name

Weakness

• Limited experience

• New entrants

• Brand Dilution

• Saturation of hot beverage segment

• Product Penetration

SWOT ANALYSIS

Opportunities

• New product introduction in hot beverages

• Greater antioxidants protections

• Export potential

• Untapped rural market

• Brand is attractive to our local market and is part of traditional drinking habit

Threats

• Strong competition

• Potential health issues

• Other Branded tea

• Internationally Increasing Tea Prices

THANK YOU