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EXECUTIVE SUMMARY

 The marketing plan includes the fundamental for the introduction of 

necomer in the India Tea market knon as Royal Tea! The Internal "

E#ternal anal$sis of the organi%ation& competiti'e en'ironment ena(les the

team to propose d$namic " competiti'e strateg$ for Royal Tea! Royal Tea

is an inno'ati'e product hich is close to her(al tea and (lack tea and this

product can ser'e as (od$ cleanser!

)R*+UCT +ESCRI)TI*,-

Intestinal ell(eing is essential to sustain a health$ (od$ and should (e

preser'ed and maintained dail$! This is the onl$ product that does that

safel$ and e.ecti'el$! /hile not an eas$ topic to address& Colon andIntestinal cleansing is a su(0ect that needs to (e dealt ith in the 1uest for

eight management& 'ital health and longe'it$! Ro$al Tea is a safe& natural&

and poerful means of promoting the health$ elimination of potentiall$

harmful to#ins and aste hile opening the patha$ to superior assimilation

of important nutrients! It promotes the health and longe'it$ of man$ organs&

s$stems& glands and meta(olic processes that are dependent on the

condition of $our digesti'e s$stem!

 The use of Ro$al Tea has man$ additional (ene2ts- it impro'es o'erall

digestion& strengthens the immune s$stem& reduces mucus congestion&

makes the skin more emollient and 3e#i(le& clears the e$es and pro'ides an

o'erall (oost to the energ$ of $our s$stem! It aids in cleansing and

deto#if$ing the (lood& kidne$s& li'er and l$mph! As ell& it helps to eliminate

parasites& (ad (acteria& 'iruses and fungus on a dail$ (asis ($ releasing

hea'$ metals and increasing the p4 of the (od$! Ro$al Tea is a safe and

gentle cleanser that also helps re'erse the aging process!

 The a'erage person no has the ratio of 5good (acteria6 to fungus re'ersed7

89: good (acteria& ;9: fungus! /hen the small intestine 2lls ith fungus&

the organs and glands are depri'ed of their (uilding (locks and s$stems

)age 8

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(egin to fail!

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results that is safe to take on a dail$ (asis for a lifetime of protection! @i'e a

full and health$ life!

Ingredients are a special (lend of- )ersimmon lea'es& Mal'a lea'es& 4ol$

 Thistle& Marshmallo lea'es! It is a special (lend that allos for the gentle

cleansing of the hole (od$ ith continued use!

ROYAL TEA IS A TOTAL BODY CLEANSE FOR TOTAL HEALTH AND

WELLNESS.

ROYAL TEA INGREDIENTS:

Holy(Blessed)Thisle

4ol$ = Thistle has (een used medicinall$ for o'er B $ears& mostcommonl$ for the treatment of li'er pro(lems ($ supporting it in the release

of to#ins! It has (een highl$ regarded for therapeutic uses and as culti'ated

throughout Europe and some sa$ gained its moniker through its reputation

as a DhealallD& e'en credited ith curing the )lague! It as in knon

culti'ation as earl$ as the mid89Ds!  It is a plant of great 'irtue7 it helps

inardl$ and outardl$7 it strengthens all the principal mem(ers of the (od$&

as the (rain& the heart& the stomach& the li'er& the lungs and the kidne$7 it is

also a preser'ati'e against all disease& for it causes perspiration& ($ hich

the (od$ is purged!!!therefore& gi'e ?od thanks for his goodness& /ho hath

gi'en this her( and all others for the (ene2t of our health!F It is such a good

(lood puri2er that drinking a cup of thistle tea tice a da$ ill cure chronic

headaches!

!e"si##o$

)ersimmon lea'es are a good source of important dietar$ antio#idants& such

as 'itamin A " C and 3a'onoids! It has (een idel$ used as a tea in oriental

countries! )ersimmon leaf is antiallergic in composition! It is also used

topicall$ in some (eaut$ products to help to clarif$ the skin and eliminate

dull and dark areas!

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%a"sh#allo& Lea' 

Marshmallo @eaf has (een traditionall$ used to soothe and support the

intestines! Marshmallo& are often helpful for s$mptomatic relief of coughs

and irritated throats! Marshmallo leaf relie'es irritation ($ coating in3amed

surfaces!

%ala Lea' 

 This plant is one of the earliest cited in recorded literature and as

considered a perfect plant! +ioscorides e#tols it as a remed$& and in ancient

da$s it as not onl$ 'alued as a medicine& (ut as used& especiall$ the Musk

Mallo& to decorate the gra'es of friends! Man$ species are edi(le as leaf 

'egeta(les! As an her(al mi#ture& it is commonl$ used for its colon cleansing

properties and as a eight loss supplement! As ell& this her( can help

soothe in3ammation in the mouth and throat and is helpful for earaches!

SITATION ANALYSIS

%a"*e S+##a"y

Hiso"y o' Tea

It is said that tea as disco'ered accidentall$ ($ Emperor Shen ,ung (ack in

BH

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(lack tea! This in'ol'es a num(er of processes from plucking to packing! At

the plucking stage& onl$ the top leaf tips are picked e'er$ J to H da$s! The tip

lea'es are $ounger and 2ner hich produce a (etter 1ualit$ tea! The fresh

green lea'es no need to ha'e the moisture remo'ed from them! This is

done ($ (loing air through the lea'es for up to 8 hours& lea'ing a soft and

plia(le leaf! There are then to a$s of treating the tea! Tea hich is to (e

used as loose leaf ill normall$ (e rolled gentl$ to create a tisted

appearance!

In contrast& tea hich is to (e used for tea (ags& is shredded and crushed to

produce a small granular product! Rolling and crushing the lea'es& results in

the rupturing of the leaf cells hich allos o#idation to occur! This gi'es thetea its distincti'e (lack color and 3a'or! The tea is then dried at high

temperatures to achie'e the correct taste! /hen it has (een dried& the leaf 

tea is of di.ering si%es and ill also contain pieces of 2(er and stalk! At this

point it is processed to remo'e pieces of stalk hich ill then lea'e tea

suita(le to (e sold as loose tea! The tea is passed through 'ar$ing si%es of 

meshes to sort it and has to (e passed through 'er$ 2ne ones in order to

produce tea 2ne enough for tea (ag production! This process of sorting is a

harsh one and it can cause the tea to lose some of its 3a'or! That is h$

loose tea usuall$ has a (etter 3a'or than the tea in a tea (ag!

Ty-es o' Tea

 There are se'eral a$s of classif$ing tea like the countr$ or region of origin! The tea

is di'ided in three t$pes-

 

Bla,* ea

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/ill usuall$ ha'e a strong taste!

  G"ee$ ea

?reen teas are teas that ha'e (een picked and rolled (efore 2ring! This stops

the 'eins on the lea'es (reaking& pre'enting the fermentation process& so

that the leaf does not turn (ron! The (reed tea is pale $ello or green in

color!

  Oolo$ ea

*olong teas are semigreen teas& produced ($ stopping the fermentation

process 0ust as the

@ea'es start to turn (ron! The lea'es are then 2red or dried and deli'er a

$elloish infusion!

The di/e"e$ ases o' ea

 There are nine main tastes of tea in the orld-

• *riginal tea =from speci2c countries or regions>

• Standard teas

• Medicinal teas

• *rganic teas

• 4ot or cold teas

• )erfumed teas

• Seasoning teas

• +eca.einated teas

• E#otic teas

SEG%ENATATION 0ARIABLES: DATAGeo"a-hi,:/orld Region AsiaCountr$ IndiaCities All ma0or cities of gi'en India+ensit$ Ur(an

)age J

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Climate 4ot and +r$

De#o"a-hi,:Age 8;JK?ender Male& femaleLamil$ life c$cle Married& Unmarried

Lamil$ si%e 8B& G& 9KIncome Rs! 89N*ccupation Lrom middle to upper classEducation School& college and uni'ersitiesReligion Ma0or religion of Islam& 4induism and

Christianit$ and other small

percentagesRace Asian,ationalit$ Indian

!sy,ho"a-hi,:

Social class Upper class& middle class@ife st$le Actuali%es& ful2lled& (elie'ers&

achie'ers& stri'ers etc!

Behaio"al:*ccasions )arties and regular *ccasions

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2000 111.4 111.4 0.78

2001 106.8 106.8 0.73

2002 98.0 98.0 0.65

2003 109.0 109.0 0.71

)er Capita Consumption- The per capita consumption of tea in India is a(out

one kilogram! The factor$ set up at Shinkiari in Mansehra to (e

commissioned this $ear ith its limited production ill (e a(le to meet onl$ a

fraction of the countr$Ds re1uirements!

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%AR2ET NEED:

)resentl$ India is meeting its entire tea re1uirements through imports till

8PH8 it had a surplus (ecause of production of this commodit$ in the Eastern

/ing =then knon as East India> in great 'olumes!

Conse1uent on the loss of the Eastern /ing& it had no alternati'e other than

importing tea! It& thus turned into an importing countr$ from an e#porting

one! This Dta(leturnedD situation pro'ed a (lessing in disguise!

In order to reduce its dependence on imports& India planned to produce its

on tea and started to actuall$ produce it on an e#perimental (asis in 8P;in Mansehra district of ,/L) hich has a fa'oura(le climatic and soil

condition for tea production!

 Till recentl$& India has (een importing enormous 1uantities of tea each $ear

footing a huge (ill in hardearned foreign e#change!

3. SWOT ANALYSIS

S"e$h

• @ocal compan$ that ill (e fa'oured ($ the Indians!

• +iminishment of Linancial Risk =no e#change rates or import from other

EU countries!

• Insider knoledge of India

• Uni1ueness of the product

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• Shortage of tea suppl$ unlikel$

• Suppl$ should remain sta(le o'er ne#t G9 $ears

• +emand should remain in relati'e s$nc ith suppl$

•Mass market tea prices ill sta(ili%e!

• Consumers are li'ing a healthier lifest$le!

• Consumers prefer 1ualit$ products that o.er true 'alue

• Modern technolog$ in the tea industr$ ill (e a(le to increase producti'it$

• ?roth in tea market due to promotional e.orts of health$ attri(utes of 

tea

Th"eas

• @imited num(er of ra materials!

• Unsta(le tea suppl$ of high 1ualit$ tea

• 4igh 1ualit$ tea prices ill increase moderatel$

•  Tea market is 'er$ competiti'e and relati'e elastic

• Strong local competition like tata& ta0 mahal& (rooke (ond and Co.ee

)roducts!

%AR2ETING %I4 OF ROYAL TEA

 !RODCT

Ro$al Tea ill (e a high 1ualit$ product o.ered as speciall$ (lended (lack

her(s tea!

Co$e$s o' he Royal Tea a"e:

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Customer perception of a package creates (rand e1uit$ and purchaser

lo$alt$! The image presented ($ the package largel$ determines success or

failure of a tea line! Appearance stimulates memories and emotions inside

the purchaser& ho oftentimes is female& often (u$ing for an entire famil$!

Color& image and slogan all com(ine to facilitate customer allegiance!

 !LACE

Linal product ill (e distri(uted to Retailers such as Supermarkets and main

tea shops so the end consumer has eas$ access to it!

!la,e i$ s+-e"#a"*e:

*n the middle and loer le'els the Ro$al Tea should (e placed according to

the content of tea (ags! (ags should (e placed higher than the ones

containing more (ags!

!RICE

)rices for the tea should (e as the folloing-

Reasons for pricing polic$- Ro$al Tea is competing against the main pla$er on

the Indiai Tapal and @ipton and Vital ($ setting a higher price (ut o.ering

more 'alue for it! Various promotion acti'ities& gi'eaa$s and ad'ertising on

radio and tele'ision ill help to esta(lish the (rand and gain market shares!

!RO%OTION

 The promotion is the most important point to launch our products (ecause

e ant to (e a(le to compete ith our (iggest competitor! /e ant to focus

on this point (ecause the Indiai like to purchase (argains or (u$ products

that o.er free gifts! *ther (rands do not o.er as man$ promotion and freegifts! This is h$ it is important to focus especiall$ on the )romotion

acti'ities of the marketing mi#! /e are going to set up original e'ents in

order to attract ne customers and consumers of other tea (rands!

Ade"ise#e$

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At the (eginning& the strateg$ is to focus on the Internet& the radio and on

dail$ nespaper =The ang & &+an etc> to reach a lot of customers! These

media are noticed ($ a large target group hich ill help the 2rm to (e

knon!

After si# months or one $ear& e ill (egin a campaign on tele'ision& in

maga%ines !

CO%!ETITORS:

•  Tata tea

•

•

@ipton•  Taa%a

• Red la(el

MARQETI,? *

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• Aggressi'e promotion e.orts to esta(lish (rand name and gain market

share

• Create e.ecti'e marketing mi#

•

Esta(lish compan$ image of high 1ualit$& great 'alue for mone$• Lind distri(ution deal ith main tea shops& supermarkets in India!

ASS%!TIONS

/ith respect to the tea market climate it is assumed that-

• Strong competition in the market place ill force price le'els of products

don• Ro$al Tea ill onl$ (e a(le to di.er from its competitors ($ introducing

aggressi'e promotion tactics for their inno'ati'e product!

•  Tea suppl$ ill remain relati'el$ sta(le

• +emand should remain in s$nc ith suppl$

• )rices for high 1ualit$ tea ill increase moderatel$

• )rices for mass market tea ill sta(ili%e!

%AR2ETING STRATEGY:

%a"*e Ga-

Regarding our research in India supermarkets e ha'e come to the result

that there is no market gap in the tea market! It is important to point out that

once the Maltese customer decides to consume a certain (rand he or she ill

(e 'er$ lo$al to the product and it ill therefore (e hard to con'ince him or

her to (u$ another (rand! /ith the (rand Ro$al Tea e are going to introduce

inno'ati'e products in an e#isting market and focus on Market +e'elopment!

E#isting Market ,e Market

)age 8G

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E#isting

products

Market

)enetration

)roduct

+e'elopment

,e

)roducts

%a"*e

Deelo-#e$+i'ersi2cation

Ro$al Tea need to spread aareness a(out the health (etterment ($

consuming the Ro$al Tea and capture the educated and health conscious

class of people =usuall$ from 4igh Class societ$ " educated>! @ifest$le of 

customer is changing ho emphasi%e on health& Ro$al Tea can capture this

ne rising market!

!RODCT !OLICY ,ame of the local (rand that is to (e introduced in India Market

Royal Tea

Reasons for choosing

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Golde$ Ba,*"o+$d: ?olden color pro'es purit$& ealth of the ingredients&

the recipe& and the taste " poer! The poer is linked ith the cron hich

represents the status and the so'ereignt$ of the king!

*ur focus is on con'erting (lack tea market and focusing on ne immerging

health market!

)age 89