Scribd Logo
Upload

Welcome to Scribd!

  • 851 views

    Case Study: Tea Tablets: Submitted To Dr. Harishchandra Singh Rathod Subject: Integrated Marketing Communication

    Uploaded by

    Milap Udani
    The case study describes the development of a new tea tablet product by two executives. The tea tablets are compact and dissolve easily in hot water. The executives see potential in students, travelers, and older adults. They receive budget approval and must now develop an advertising campaign. Key cities for launch are selected and funds are allocated. Various advertising tactics are outlined, including newspapers, magazines, posters, and sales promotions through retailers. The tea tablets will be distributed through grocery stores, retail outlets, malls, and panwala shops to reach different customer segments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd

    Case Study: Tea Tablets: Submitted To Dr. Harishchandra Singh Rathod Subject: Integrated Marketing Communication

    Uploaded by

    Milap Udani
    851 views8 pages
    The case study describes the development of a new tea tablet product by two executives. The tea tablets are compact and dissolve easily in hot water. The executives see potential in students, travelers, and older adults. They receive budget approval and must now develop an advertising campaign. Key cities for launch are selected and funds are allocated. Various advertising tactics are outlined, including newspapers, magazines, posters, and sales promotions through retailers. The tea tablets will be distributed through grocery stores, retail outlets, malls, and panwala shops to reach different customer segments.

    Original Title

    Tea Tablets

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The case study describes the development of a new tea tablet product by two executives. The tea tablets are compact and dissolve easily in hot water. The executives see potential in students, travelers, and older adults. They receive budget approval and must now develop an advertising campaign. Key cities for launch are selected and funds are allocated. Various advertising tactics are outlined, including newspapers, magazines, posters, and sales promotions through retailers. The tea tablets will be distributed through grocery stores, retail outlets, malls, and panwala shops to reach different customer segments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    851 views8 pages

    Case Study: Tea Tablets: Submitted To Dr. Harishchandra Singh Rathod Subject: Integrated Marketing Communication

    Uploaded by

    Milap Udani
    The case study describes the development of a new tea tablet product by two executives. The tea tablets are compact and dissolve easily in hot water. The executives see potential in students, travelers, and older adults. They receive budget approval and must now develop an advertising campaign. Key cities for launch are selected and funds are allocated. Various advertising tactics are outlined, including newspapers, magazines, posters, and sales promotions through retailers. The tea tablets will be distributed through grocery stores, retail outlets, malls, and panwala shops to reach different customer segments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    You are on page 1of 8

    Case study : Tea Tablets

    Submitted to

    Dr. Harishchandra singh Rathod

    Subject: Integrated Marketing


    Communication
    Tea Tablets
    Brief introduction
    Main Characters : Mr. Kaushik Ghosh (Deputy general manager of Nai Chai Pvt. Ltd.)
    Mr. Nitesh Desai (Chief of Marketing of MNC)

    Mr. Kaushik Ghosh had to travel different places due to his job. So he had faced the
    problem during the travelling about good quality of tea, is hard to find. After sharing this
    problem with Mr. Nitesh Desai and both came with innovative product Tea Tablet. The product
    includes sugar, milk and tea. It dissolves in hot water without leaving any residues.

    According to Mr. Kaushik and Mr. Nitesh, this product can be targeted to touring
    community, bachelors, students, and old people.

    The management of Nai Chai was very excited about this product and they decided to
    adopt introductory low prices with a national launch. They approved 30 lakh budget for
    advertising and sales promotion for a quarter.

    Now I am incharge of this campaign and have to submit my report on this.


    Segmenting:
     Student
     Working women
     Dinks
     Bachelors
     Old people
     Travelers

    Targeting:
     People with busy lifestyle
     Old people who have to rely on others for having their tea
     People who dislike to prepare a tea
     Traveling executives who dissatisfied with test of tea

    Positioning:
     Modern
     Easy to prepare
     Fashionable
     Time saving
    Product designing

    Shape of tea tablet will be hexagon because it is easy to carry & attractive.

    Packaging of Tea Tablet


    Packing of this hexagon shape tea tablet by hard plastic packing with 5 hexagon tea tablet in one
    packet when you press on the top side of the packet one tablet at a time will be remove from the
    packet. It is also available in 3 hexagon tea tablet in one packet with similar function.

    The colour of the packaging is red and dark brown.

    The material used in packaging is hard plastic so there will be less chance of damage.

    It is available in two different packing so it is used as per their daily need if any person will be
    needed 3 cup of tea daily then they purchase 3 in one packet and who 5 cup of tea daily then they
    needed purchase 5 in one packet of tea table.
    Selection and justification of Selected cities
    Selected cities: Delhi, Shimala, Manali, Delhousy, Gulbarag

    Reason: It is a metro city and the lifestyle of the people is very fast. People are ready to accept
    and try new things easily Delhi is capital of India & so many political travelers visits Delhi every
    day. So Delhi has huge potential for our product.

    Shimala, Manali, Delhousy, Gulbarag these all cities are mainly focused on tourism. So, no. of
    people visit the place every year and most of the travelers don’t meet their expectation about tea,
    it is my real experience. So these tourist places also have huge potential for our product.

    Fund allocation
    Fund allocated for advertising and sales promotion is Rs. 30 lakh.

    Place Allocated fund (Rs.)


    Delhi 16 lakh
    Shimala, Manali, Delhousy, Gulbarag 12 lakh
    Reseve for Contingency 02 lakh
    Advertising Campaign

    News paper
     Business newspaper (For working women & executives)
     Hindi newspaper (For traveler & migrant)
     Local newspaper (For general public)

    Magazine
     Carrier magazine (For students)
     India today

    Posters and hoardings


     Metro station (Most of the people travel by metro)
     Bus stop (For students and general public)
     Mall (To attract the all public)
     Highway (Most of tourist passes through this highway)
     Grocery shop (To attract the women)
     Road side hoardings (To attract the local customers)

    News channel
     Local news channel
    Sales promotion campaign
     Display space incentives to Retailers.
     Turnover based incentive to Retailers.
     Pedal rickshaw which are mostly used in Delhi.
     Free sample with 1kg tea bag.
    Distribution of Tea Tablet

    Retail outlet: It is general store where most of the people generally visit retail oultlet store
    repeatedly so it is quit convenient to market our product.

    Grocery shop: Most of the women, children and student visit the grocery shop frequently.

    Mall: Middle upper class people majority prefer mall.

    Panwala: Majority of the male executives and other male have regularly visit nearest panwala
    for smoking, coldrinks.

    Distribution channel

    Manufacturer Dealers Retailers

    customers

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy