The+Final+Marketing+Plan+and+Marketing+strategies

= = The Final Marketing Plan and Marketing strategies

The basic marketing plan that was made in the previous unit already described the SWOT analysis, the general market background and the market analysis was also demonstrated. After conducting the final product formulation and the product development, the final marketing plan with the marketing strategy will be indicated. This unit composes of the marketing objectives, the elements of the marketing plan, marketing strategies and market programmes for implementation which form an important part of product launch will be proposed in this unit.


 * __The marketing objective__**

To communicate with the consumer about the product benefit and characteristic

To expand the target group and create brand awareness to broader market segment

To obtain the 5% market share of health & speciality tea market


 * __The main elements of the marketing plan__**


 * The product
 * Market-background
 * Marketing analysis
 * Marketing strategies and market programmes for implementation concerned with only marketing mixes

**//__Market-background__//**

Rainbow tea would be placed and categorized as a drink and beverage product rather than cereal and pulses or morning meal category. Therefore, this product is considered to be introduced in the field of tea focusing on the health & speciality tea market segment.

While standard tea is a popular beverage amongst 83% of adult Britons, evenly spread by demographics and with main differences being in frequency of drinking rather than penetration, herbal tea has a rather more distinct consumer profile (Mintel, 2009). However, our product the cereal and pulse green tea has been developed by the addition of health benefit ingredients in order to beat the competitors and push cereal and pulse green tea into the market.

For the consumption behaviour, consumer who prefer the variety of the new taste of tea and the Asian people who are familiar with the taste of cereal tea which exist in the market will be likely to be interested in this innovative product because similar cereal tea is available only in the Asian supermarkets in Britain..

In fact, supermarkets/hypermarkets continued to dominate sales of tea throughout the review period, accounting for 88% of off-trade volume sales in 2010. The channel lost value share slightly to discounters in 2010, however. This was due to discounters offering a wider range of fruit/herbal tea, green tea and “other” tea. This trend was also due to consumers shopping more frequently for groceries in discounters, as they sought to minimise expenditure as a result of the economic downturn. The product would be sold in the local supermarket and hypermarket that basically distribute by the convenience selling.

//Market size, growth and trend//

From previous study, the market size, growth and trend has been determine and the information from the marketing research obtain illustrated the tea is highly susceptible on supermarket sales, with the multiples accounting for around 84% of all value sales. Consumer being more planned in their purchase decisions has helped insulate it from lack of sales. Major multiples have done well during the recession. However, the category is increasingly recognizing the potential opportunities it has within the convenience sector (Mintel, 2011).

The marketing environment is analysed by determining the porter’s five forces of market structure that helps marketer to illustrate the business framework focused on five factors those are: //The threat of the new entry of competitors// The new company that has a potential to launch the product to be our competitors has been analysed and determined the further competitive environment. There is not only the EU and national legislation of production and labelling those are the factor of product launching, but there is investment capital which is being concerned by the new company in the market. //The threat of substitute products// For the tea comparing to healthy tea, coffee, slimming drink, etc., that affects the customers buying behaviour. The normal tea is the main product concerned by our analysis because from the research the local and elder prefer drinking the original tea rather than the specialty tea. However, the product was tested by the general customers and adjusted the taste which could be accepted by wider range of age, therefore, the other substitute product might be beaten than our product in term of taste, aroma and overall acceptability. //The intensity of competitive rivalry// The competitors are being concerned for our marketing plan, there are two major of tea brand selling in the UK, Unilever and Tetley, were the leading players in tea in 2010, accounting for 22% and 20% off-trade value share respectively. These players benefit from wide distribution and strong marketing support but mainly owe their lead to the heritage of their PG Tips and Tetley brands. These brands enjoy strong customer loyalty in the UK (Euromonitor, 2011). However, the Asian tea existing in the market, there is no cereal tea that has been added the pulses and chrysanthemum flower. Obviously this new product does not have direct competitor but could be compared with the existed imported tea from Asia that has a similar taste but is different in the ingredient and taste. On the other hand, the cereal flavour tea that is available in the market in Thailand and some countries is served as cold beverage but our product has to be served as hot drink which is the way of English, Japanese and Chinese drinking behaviour. //The marketing power of supplier// Our main imported ingredient supplier, green tea supplier import low power good for company flexibility of changing supplier because there are many green tea production in Asian country such as Japan China and Taiwan those have a power for supplying our raw material. However, if we there is a raw material shortage or some power of bargaining situation, we could change the supplier but seriously concern about the import legislation and certification from the new supplier. //The marketing power of buyer// For the number of consumers, there are wide range of age and genders of customers that the product could be sold. The brand loyalty is the key concerned for the late adult and elder who prefer buying the original tea brand. Thus small number of customers means high power of buying. Although the new product is innovative, the number of customer have just started and still be a small number that we have to increase the sell amount and the percentage in the market shared. Finally, after the focus group of the product development session, it illustrated that the product acceptability that our product was obtained the highest preference against the normal green tea and the cereal green tea from the commercial product. Therefore, this is results in the more confidence to compete with the other tea products existed in the market.
 * //__Marketing analysis__//**

The marketing strategies are used to propose this product in order to allow our organization to concentrate on the ultimate opportunities to increase sales and achieve a sustainable competitive advantage. This strategy will be applied to achieve the marketing objective those are the goal of brand communication, the target market, and improve the percentage of market share.
 * //__Marketing strategies & Market programmes for implementation__//**
 * **STP Marketing: Segmentation, Targeting and Positioning**
 * **Marketing mixes (Product, Place, Price and Promotion)**