Strategic Marketing Management free essay sample

Its goals are to manage leading brands in their categories. Its strategies are designed to gain market share by building and reinforcing brands equities through ATL amp; BTL activities. Their experience cannot be separated from a set of values which were developed during the course of conducting business and which have become the reference in their business dealings. In an environment in deep change, these values help us meet the challenges ahead. They are the followings:1-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Perseverance 2-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Right execution 3-  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Ethics   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Vision | | Brief description of the new product Today, tea is the most widely consumed beverage in the world after water . So we can say that the introduction of a new tea brand is a logical choice. Tetley is a very good combination of Green Tea and Herb Tea  who lose weight. If youre looking for caffeine free herbal teas with lots of flavor, youve come to the right place. We have a wonderful selection from which to choose whether its raspberry, mint, chamomile, and many more. And lets not forget our special feature. Each and every tea bag is overwrapped and sealed in a stay fresh foil packet so that all the goodness stays in until you get ready to have a cup of tea. If youve never tried loose tea before, dont be afraid. Each package has very thorough brewing instructions. Its really very simple to make a delicious cup of tea using loose leaf tea. It will bring an entirely unique drinking experience to its consumers. STRATEGIC FOCUS AND PLAN: Mission Statement: Fawaz Holding mission was to create a new worldwide brand design and graphic style to express TETLY Tea brand statement: ‘Drink Positive! , implemented on packaging design, merchandising and POS material. They created a graphic style capable of showing an optimistic and positive relationship with the world. Someone Quoted: â€Å"We are committed to providing our customers with high quality natural foods and tea  products. We are growth and profit oriented. We conduct our business responsibly to achieve a superior financial return balanced with our growth benefiting our shareholders employees and fulfilling our commitment to the community and the environment? †. Goals : Strategic Growth Plan and vision for the future It will be Available in over 110 countries, particularly popular in Europe, North America, Africa and the Middle East, parts of Asia and Australasia (Australia and New Zealand) Their vision is to provide the best quality tea that will beat Lipton the number one tea in the world today. Tetly offers an option to tea lovers to enjoy their favorite drink in an exciting and refreshing way. Itwill be one of the worlds great refreshment brands, making a big splash in the global beverages market; it  is the epitome of international quality. It’s a way for the consumers to feel great in mind and body to feel good about themselves and the world around them. The strategic role is centered around three objectives: * To stay at the forefront as the market leader in innovative product introductions and successful product launches; * To strengthen and satisfy the needs of the more adventurous Generation Y consumers with a new eye-catching and Functional Product; * To become the market leader in the functional drinks segment with increased market shares. Situation analysis: SWOT ANALYSIS (Strengths and weaknesses, opportunities and threats) Strengths| Weaknesses| 1. Brand strength 2. Strong existing distribution channels 3. International recognition 4. Good taste 5. Intra diversification product various flavors| 1. Reliant upon line extensions 2. Entrance into difficult non-core categories 3. Price positioning is quite high 4. New product for the market,new business to the company 5. Packaging is not as attractive as other brands 6. Small marketing budget| Opportunities| Threats| 1. New product introductions 2. Worldwide tea market expansion 3. Greater demand from consumers for the tea flavors| 1. Strong competition 2. Potential health issues 3. Free trade4-All the brands are developing the same kind of flavors 5-Strong competition for 2 main market players(Lipton and Twinings)| Industry Analysis/Trends In 2005, the tea industry reached the $1. 7 billion category and it is expected to continue growing indefinitely. Market analysts believe the tea industry will continue to boom and is not expected to reach saturation level in the near future. The favorable movement in the tea industry can be attributed to two major factors: a) consumers need for convenience and time-saving services b) the positive press given to tea. Lebanese lifestyle and work habits have made convenience a necessity. As employers demand for productivity from their employees, consumers are more pressed for time. In addition, the shaky economy has made Lebanese fear for their jobs; thus, any product that can fill the consumers need for convenience and speed are almost automatically embraced into the American lifestyle . The Fawaz Holding Group is one of the world leading suppliers of fast-moving consumer goods. Their TEA brand is a leader in the market, besides having a significant global presence. Trends: Through the early 1960s, soft drinks were synonymous with â€Å"colas† in the mind of consumers. In the 1980s and 1990s, however, other beverages (from bottled water to tea) became more popular. Coca-Cola and Pepsi responded by expanding their offerings through alliances and acquisitions but also by focusing efforts on portfolio diversification. Today, while the soft drink ndustry’s value has increased in 2004, the volume sales of carbonated soft drinks has declined due to a large proportion of consumers who are opting for the trend towards healthier alternatives in the functional drink segment (energy drinks, smoothies, milk amp; juice drinks, sports drinks) as well as bottled juices and water .. New flavor introductions and health-conscious formulations have been launched in an att empt to offset the decline in soft drink sales . The functional market is expected to show sustained growth and consumer interest in the future years as consumption shifts to trendier and more healthier . The Population: The Lebanese population is about 4 million is increasing by 200000 people per year – one of the fastest growth rates in the world. Out of 4 million, our target market or target segment comprises of 1 million 14. 5% . This 14. 5% segment comprises of upper middle class and above. Assumptions: 1)the market for green teas has not undergone any permanent steep changes either on the demand side or supply side, whether positive or negative . 2) However, it is a steadily growing market with a long way to go before saturation. 3) Lipton’s green tea is fundamentally very close or similar and fall under the same product category. Competition: TETLY top competitors for the TEA ‘s industry are Lipton 31. 6%) and Twinings (15. 8% of market), which combined, represent about 48% of the total market . Tetly is leading with 43. 7% of the total TEA market. Customer Analysis This section includes analysis of the target market that would be pursued for establish menthe Tetly Brand. It seems that there are two major target markets for ready to drink green tea. Consumers on the Move: * Consumers that generally have a very busy and hectic life and may include corporate employees, students, entrepreneurs, technical workers, etc. heir hectic lifestyle essentially requires them to buy products that have been developed to be highly mobile and for consumption on the go. * Health Conscious Consumers: This includes consumers that associate a high value to healthy foods and beverages. * It target both males and females. Ranging in age 20 to 50. Their salaries range from $ 35000 to $80000 annually. They are working professio nal keeping very healthy with a family. Consumers generally perceive tea consumption to  be a healthy activity and are more likely to consume ice tea rather than other soda based drinks.. Brand Analysis and Positioning TETLY tea has been positioned in the market as great tasting and good for consumers  because it is HEALTHY. It is globally promoted as the  perfect drink for active, healthy lifestyle. The standard stock comes in various flavors and bundled in boxes containing 30 bags each. The brand is planning expansion in the West and South. Basically, TETLY positions himself in fashionable young office workers. By 5 years, it will successfully establish an international brand image of fashion, urbanization, and easy life by marketing in high-end consumer places and medias of film, TV, fashion magazine, web novel, etc. hich attracted great number of young white collars. TETLY package is another selling point. When it taps Chinese market in 2013, its unique package of disposable little bag, seldom seen in local market, is healthy, convenient, simple and fast to use, which closely meets fast-pace office life.. TARGET MARKET Segment identification: Mix of green tea and herb tea with different fla vors, is to be established within the Functional Drinks sector. Segment needs: The product will cater to both physiological needs (hydrating and nutritional value) and social needs (perception of a social, fun drink with a sense of belonging within peer consumer groups) Segment trends: The current trends include a shift away from junk foods and carbonated drinks, a growing interest for healthier / beneficial products for the â€Å"mind and body† ,the trend towards the availability of on-the-go products for those with an active lifestyle, as well as the trend for personalization through customization (or for beverages, through variety-seeking in a wide introduction of flavours ) Positioning strategy: TETLY Funky amp; eye-catching packages , , premium-priced, cool, new and unusual, unique drinking experience, aspects of play (tapioca pearls, oversized colored straw), variety of flavors, sweet, refreshing, for hip amp; young people, healthier alternative to heavy-sugar drinks. The following flavors are available: Green tea Sweetened Lightly sweetened tea Green tea Unsweetened Tea with no sugar and no added flavor Green tea with Lemon Sweetened tea with a twist of citrus flavor   Green tea with Raspberry Sweetened iced tea with raspberry flavor   Green tea with mint- Sweetened tea with peach flavor.