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• Submitted to:– Sir Farooq Jam
GRADUATE SCHOOL OF MANAGEMENT
New Product Development
Marketing Management
INTERNATIONAL ISLAMIC UNIVERSITY ISLAMABAD
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Khalil Hussain
ZUKAIF
Zubair
Abdulla
h
M. Ali Khera
Usman Yasir
Farooq
Imran Khalid
Group Members:
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Registered Office and factory:Ternoal Islamabad
Phone: 0333-98353030333-68363400322-9780672
Fax: 051-5827385Web site: www.zukaiftea.com.pk/
(web under construction)
ZUKAIF Herbal Tea Company Ltd
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How we become smart????• NEED RECOGNIZATION• People are now a days very much conscious about there
fitness. They have no time so they can't do heavy exercises in GYM.
• So Much Effort Requires To Reduce Weight.• Other Sources Are Money And Time Consuming.
IDEA GENERATION IDEA GENERATION
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• Herbal tea can be made with fresh or dried flowers, leaves, seeds or roots, generally by pouring boiling water over the plant parts and letting them steep for a few minutes. Seeds and roots can also be boiled on a stove. The tisane is then strained, sweetened if so desired, and served.
• Lemon grass has an intriguing, lemony perfume without the bite that lemons can add to a dish.
• The taste is refreshing and light with a hint of ginger.
Herbal Diet Tea
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“To be the no. 1 in the industry of Diet Tea by fulfilling the promises towards our customers and to maximize our profits at ultimate level by producing large number of units”
“Our mission is to satisfy our customers by fulfilling there expected need of losing weight, maintain body physic and change in the taste of Tea.”
Vision
Mission
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Lemon Grass Lemon grass and other herbals was primarily grown in India,
Indonesia, and South East Asia. We are growing lemon gross near areas of Peshawar.
Other Herbals:• Other herbals which are used in small quantities and normal
price will be imported from Thailand.• Platy codon• Herba houttuyniae• Peppermint
PRODUCTION
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Raw Material
Lemon Grass
Platy Codon
Herba Houttuyniae
Peppermint
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20% of the total market
50% of the total market
30% of the total market
SegmentationSegmentation
Lower SegmentLower Segment
Middle SegmentMiddle Segment
Upper SegmentUpper Segment
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RAWALPINDI
Region:IslamabadRawalpindi
Density:Urban
Climate:Moderate
Geographic Segmentation
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TARGETINGTARGETING
For Every CustomerFor Every Customer
For Overweight People
For Fitness Conscious
People Who Want Change In Taste
For Diabetic Patient
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Look smart in a very short time without any side affect.
“Welcome in the new world of Tea”
POSITIONING
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o Producto Priceo Placemento Promotiono Peopleo Packagingo Process
Marketing Mix StrategiesMarketing Mix Strategies
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Brand name: HERBAL DIET TEA Quality: Design: Packaging: (Detailed discussion in packaging)
Product:
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Features: No side effect Natural flavor Lemony perfume Refreshing and delicious taste
Sizes 1 KG 500 gram 250 gram Sachet
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YearYear Kg SalesKg Sales
20092009 33333333
20102010 2500025000
20112011 3250032500
20122012 4347543475
20132013 6142561425
Product Life Cycle
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Particular1 Kg 500
gram250
gramSachet
(20)Listed Price 220 130 70 150
Trade Price 198 117 63 138
Distributor Price 158 94 50 113
Transportation Cost 151 90 48 108
Packaging 136 82 41 100
CGM 90 65 30 75
Allowances are provided on bulk purchasePayment period is 15-20 days by the distributor i.e. 3/10 net 20Seasonal price: no variation
Pricing
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ZUKAIF HERBAL TEA COMPANY LTD.
FIVE YEARS STRATEGIC PLAN 2008-09 2009-10 2010-11 2011-12 2012-13
Quantity to be sold 3,333 25,000 32,500 43,875 61,425
Price per Kg. 220 250 275 300 330
Cost per Kg. 70 100 130 155 180
Sales Income 733,333 6,250,000 8,937,500 13,162,500 20,270,250
Cost of sales 233,333 2,500,000 4,225,000 6,800,625 11,056,500
Gross Margin 500,000 3,750,000 4,712,500 6,361,875 9,213,750
Fixed Costs Including Depreciation 190,000 250,000 330,000 380,000 450,000
Operating Profit 310,000 3,500,000 4,382,500 5,981,875 8,763,750
Finance Cost-@22% 216,449 250,000 330,000 425,000 600,000
Pre Tax Profit 93,551 3,250,000 4,052,500 5,556,875 8,163,750
Tax@ 35% 32,743 1,137,500 1,418,375 1,944,906 2,857,313
Net Profit after Tax 60,808 2,112,500 2,634,125 3,611,969 5,306,438
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ZUKAIF HERBAL TEA COMPANY LTD.Initial Balance sheetASSETS Liabilities and Owner's Equity
Rs. Rs. Rs. Cash & Bank 473,000 Debt 40% 983,860 Inventory 1,000,000 Equity 60% 1,475,790 Total Current Assets 1,473,000 Fixed Assets: Machinery 700,000 Less: Depreciation 70,000 630,000 Furniture and Fixtures 70,000 Less: Depreciation 10,500 59,500 Vehicles 700,000 Less: Depreciation 70,000 630,000 Office Equipment 112,500 Less: Depreciation 22,500 90,000 Total Fixed Assets 1,409,500 Working Capital 422850 Total 2,459,650 2,459,650
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PromotionPromotion
Push strategy: 65%
Pull strategy: 35%
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• Distributor motivation(≈20%)• Retailer motivation (≈10%)• Sales representative
Sales promotionSales promotion
Promotion
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• Adds on local cable TV because it is launched only in Islamabad and Rawalpindi now
• Bill boards• Posters and Leaf lets• Local news papers• Magazines• FM Radio• Gym clubs/ health centers
AdvertisementAdvertisement
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• Seminars, factory tours, street activities and funfairs
• Different incentives to boost up the sales
• Some extent
Public relationPublic relation
Sale ForceSale Force
Direct MarketingDirect Marketing
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– Fasten Diet Tea (UK based)
– Tea Companies• Brooke Bond supreme• Lipton (31% market share)• Tapal
– Weight reducers belts • E.g. Sona belt and many other brands
– Weight reducing medicines
Direct competition:
Indirect Competition
Competitors:Competitors:
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– Institutional• Marriot, Sarina, PC, Café & Hostels etc
– General• Factory to Distributor (2 distributors; 1 for each city)• Distributor to retailer• Retailer to consumer
– Direct selling: selling at door step
Channel of Distribution
PLACEMENT
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• Market Coverage:• Rawalpindi Zone
– 8000 shops
• Islamabad Zone– 5000 shops
• Inventory• FIFO method
• Transportation• 2 Shahzore trucks
PLACEMENTPLACEMENT
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Strength: – Factory 50– Sales force 10
EmployeesEmployees
PEOPLEPEOPLE
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– Standard Quality
– Beautiful, Attractive, Colorful
Quality:Quality:
Design:Design:
PackagingPackaging
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– Address, about ingredients, health care, expiry date, toll free number
– Green, yellow, andred colors are used
Information:Information:
Attractiveness:Attractiveness:
PackagingPackaging
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Plucking Tea
Tea wither
ing Fan
Tea Rollin
g
Tea Drying
Coloring
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Coming soon………
Up ComingUp Coming
Herbal Iced TeaHerbal Iced Tea