Marketing+Mixes

//Product// The product characteristic has been described previously and the uniqueness of the product was developed under the experiment of sensory evaluation that optimize the product formulation to be final product. The cereal and pulse green tea is the choice for consumers who love drinking tea and the new tea drinker can taste this product and the cereal and pulse aroma is attractive as same as the premium packaging that was design to be suitable for the modern life style. //Place// The cereal and pulse green tea would be distributed to the supermarket, restaurant and online website. This product could be considered to be the premium design of packaging. This product should be placed in the same line as herbal tea and other fruit tea those are totally different from the standard English tea or Jasmine and Chinese tea because the uniqueness of the taste and aroma. There are two type of supermarkets where our product would be pushed those are the local supermarket such as, Morrison, Sainsbury and Tesco. The other type of super market is the oriental supermarket Generally, English tea, Green tea, Jasmine tea and Chinese tea are available in the restaurant. The strategy is to push the product into the restaurant. Many kind of restaurant that is focused those are Chinese, Japanese and Thai restaurant. The online channel is very popular at this moment. By providing an advertisement, it will make for making the attractive product. Online shopping will be convenient choice for people in cyber world (Samy, 2010). Furthermore we can promote our product on the facebook page, twitter and blogger in order to expand the brand awareness and reputation. //Price// The product price is determined by the principle of pricing. Price is a signal of product quality and status. It is tied to consumer perceptions rather than objective reality. Price is determined by what the consumer is willing to pay, and not on the cost to manufacture, distribute and promote. British culture involved the tea consumption that contributes to the large scale of the tea consumption. Generally, it is the cheapest beverage and expected to see off-trade volume decline soften during the forecast period to 1%, down from 3% decline during the forecast period. This will partly be due to decline softening in tea bags black standard tea as sales drop to a more sustainable level. In addition, sales will be bolstered by dynamic growth in fruit/herbal tea, green tea and “other” tea , which will continue to benefit from a healthy positioning and strong new product development. (euromonitor 2011). In contrast, constant value sales are expected to see stronger growth for overall tea during the forecast period, rising by 10% in comparison to review period growth of 4%. Stronger growth will be partly due to the rising global cost of black tea but will also supported by the country’s economic recovery, which will encourage many to trade up to higher-priced products. In addition, there is expected to be a shift in consumers’ perceptions of tea, which will increasingly be linked to health rather than being viewed as an everyday drink. These trends will support an ongoing shift to higher-priced product areas such as fruit/herbal tea, green tea and “other” tea (euromonitor 2011). Finally, the price objective, demand of the sector, costs, the competitors’ price were determined and the group has conducted the price of 1.70 pounds for this product. Moreover, the price was asked in the product test launch session to ensure that the price is acceptable for the general consumers. //Promotion// The promotion policy is determined to communicate between our product and consumers. In order to deliver the product information, increase the demand and differentiate the product. The marketer has to consider all the factors influenced for the promotion. The elements of promotion have been conducted to promote our product into the market. //Elements of promotion// There are several advertising made from the discussion. The advertising poster was one which displayed during the product launch test and it looked attractive by the meaning of the product that was a combination of the cereal and pulse with the tea beverage. The format of the poster is to communicate with the customers for recognizing the product. The tea pot pouring the tea with the chrysanthemum flower into the tea cup containing fantasy cereal grain and red bean could make the consumer understand the product description and the special ingredients those added in the cereal and pulse green tea. The advertising campaign was suggested to launch by the first semester waiting for the student coming back from summer holiday. The banner and the internet advertising via social network is our choice to promote our product to achieve the goal of brand communication. The public relation is decided to hold the seminar trade fair event, flash mop (in the university and college) and word of mounth, This might be conducted in the first week of the semester one starting in University of Leeds on the fresher week. Moreover, the [|personal selling] and sale promotion play important role in the promotion policy. Student discount is the option that was gave during the customer survey and we are looking forward to conduct co branding in the future.
 * Marketing mixes (Product, Place, Price and Promotion)**
 * The supermarkets
 * The restaurants
 * Online websites
 * [|Advertising]
 * [|Public relations]

//Marketing communication Plan// After the analysis of the market mixes, the marketing communication plan was proposed by identifying the product recognise and PR advertising. We plan to determine about the target group then provide the To achieve the brand communication, the free sample of the product has to be distributed in the special event, supermarket, hypermarket and the department store. This program will maximize the impact on consumers and other end users at a minimal cost by pushing the free advertisement into the social network that is the massive target nowadays.