ROCHELLE TEA

MARKETING PLAN

Amelia FebrianiNPM 1206179170

EXECUTIVESUMMARY

Rochelle TeaMarketing MixSWOTMarketing Communication mixTarget marketsHerbal market and soft drink marketMiddle to upper class, age between 20-55 years old

ExecutiveSummary

Objectives- QualitativeTo be most popular herbal drink-Quantitative Brand awareness of 30% and break-even of 180% Sales 3,8 billon Rp; Growth min. 30%/yearPerformance measuresSurveys, focus groups, and financial analysis (sales performance)

ExecutiveSummary

CURRENTMARKETINGSITUATION

Brand Overview

Product DescriptionRochelle Tea is a stylish and healthy ready to drink herbal tea from fresh Roselle’s calyx (Hibiscus sabdariffa) enriched with pure honey

IngredientsExtract Hibiscus sabdariffa calyxHoney

Brand Overview

PackagingFancy plastic bottle, Available in two sizes, volume 250 mL and 500 mL

Brand Overview

IndicationRochele tea contain natural vitamin C and

flavonoid, good for your body to increase antibody and protect your body from diseases

Help reducing blood pressure & cholesterol

Brand Overview

Key Benefit Practical, ready to drink roselle tea without brewedHealthy drink with honey and less sugarNatural, without preservative and artificial

sweetenersFancy plastic bottles, not easily brokenAvailable in two sizes, volume of 250 ml and 500 ml

Market Analysis

High incidence of high blood pressure and cholesterol in population because of their lifestyle (junk food, alcohol) particularly in middle to upper class

Back to nature campaignFewer manufacturer in ready to drink roselle tea

Customer AnalysisDemography Male & Female Age: 20 to 55 years old Middle to upper class

GeographyUrban and sub urban area

Income Group Family income between 50 -100 million/year

Psycographic Middle age, educated target audience Have a concern on healthy life style and natural product High mobility Trend setter Price indefferent Prefer social experience or ambiance, and new food products

Competitor Analysis

A few competitor in ready to drink roselle tea, compare with tea bag roselle tea and other tea

The manafuctures are from home industries/ small scale traditional medicines industries

There are 3 competitors;1. Red Drink Rosella (CV Sakti Rimba Raya)2. Abrit (UD Sumber Rejeki)3. Rosella (not mention)

Price ComparisonPRODUCT MEASURE PRICE

(Rp.)

Rochelle Tea 250 mL; 500 mL (plastic bottle)

5.500,- & 10.000,-

Red Drink Rosella 330 mL (plastic bottle) 5.000,-

Abrit 150 mL (glass bottle) 4.000,-

Rosella 500 mL (plastic bottle) 7.500,-

SWOT ANALYSIS

Strength

Uniqueness of the product - Benefits of product are outstanding and not offered by any other product/company

Practical, easy to drink without brewed Strong preclinical data for antioxidant, reducing

blood pressure and cholesterol

Weakness

New company - needs to establish its position in the market place

Brand name is little known

Opportunities

Consumers are living a more healthy lifestyle Consumers prefer quality products that offer true value Modern technology in roselle tea industry will be able to

increase productivity Growth in tea market due to promotional efforts of

healthy attributes of roselle tea There are no multinational company entering this market Ready to drink tea roselle tea competitors are lesser than

tea bag roselle tea

Threats

Limited number of raw materialsUnstable roselle tea supply of high quality teaHigh quality roselle tea prices will increase

moderatelyTea market is very competitive and relative elasticStrong local competition

OBJECTIVE, ISSUESand STP

(Segmentation, Targetting and

positioning)

Objective

QualitativeTo be the most popular herbal drink

How to get: Offering consumer best health advantage through Rochelle Tea Penetrate the tea and healthy drinks market Establish as market leader in herbal tea industry Enable Rochelle Tea to satisfy, fulfill the consumer’s personality &

lifestyle Increase Rochelle Tea’s popularity as an icon in Herbal Tea product

Objective

QuantitativeBrand awareness of 30% and break-even of 180%50 % market share of ready to drink roselle tea;

30% market share of tea bag roselle tea; 20 % market share of other herbal tea or healthy drink competitors

Sales: Rp. 3.800.000.000/ years Growth: minimum 30% / years

Issues

Company needs to gain experience in the market place Aggressive promotion efforts to establish brand name and

gain market share Create effective marketing mix Establish company image of high quality, great value for

money Find distribution deal with prominent drugstore and

supermarkets Gain market share of tea bag roselle tea or other tea market

and healthy drink market

Segmentation

Female & MaleAge 20-55 years oldMiddle to upper classHigh mobilityEducated

Targetting

Herbal Market- Customer who have high blood pressure and cholesterol

Soft Drink Market (Healthy drink)- Customer who have concern on healthy lifestyle

Positioning

Brand Positioning“Rochele tea..as good as your life”Need based positioning• Health• Social network• NoveltyEmotional ValueHealthy and stylish lifestyle

MARKETING COMMUNICATION

MIX

Free sample Buy 1 get 2Merchandise (fancy sticker)

SALES PROMOTION

Advertising

Leaflet at supermarket , drug store and herbal medicine store

Magazine advertisementsSocial media advertising through Facebook ,

Twitter, Google adsenseFree advertising sites like Quikr, Olx etc

Public Relation

Press releaseTalk show with celebrities about healthy lifestyle

Personal Communication

Buzzer at social media (blog, facebook, twitter)Word of mouth

MARKETINGMIX

Product

Rochelle Tea is a high quality product offered as specially stylish and healthy ready to drink tea from fresh roselle’s calyxPackaging:The packaging is fancy and evironmentally friendly, made from biodegradable plastic. The packaging design and its colour also pleasing and soothing the eye.Appearance stimulates memories and emotions inside the customer, who oftentimes is female, often buying for an entire family. Colour, image and slogan all combine to facilitate customer allegiance

Place

Rochelle tea will be distributed at leading drug store ( e.g; Guardian, Boston, MedicineShoppe, K24 ) and at prominent Herbal store

Rochelle Tea will also distributed to retailers such as main supermarkets (e.g Hypermart, Giant, Carrefour, Lotte Mart) and main tea shops so the end consumer has easy access to it.

Price

Rochelle Tea is targetted for middle class and middle up class so its price is higher than competitors, and offering more value for it

Rochelle Tea size 250 mL : Rp.5.500Rochelle Tea size 500 mL : Rp. 10.000

Promotion

• Develop awareness

• Generate traffic

• Build loyal customer base

Promotion

Community PromotionGain awarenessShow community supportOutlet for both target markets

Promotion

In Store Promotion Promotion in the supermarkets Set up a stand:Stand should be placed between the fresh food and the food with the aim to attract all the consumers. The stand should represent the brand with the color of the company, the logo, the environment.For example, the stand could be shaped like a heart. Moreover, the sales promotion girl can give some free sample and merchandise such as fancy sticker with the logo of the brand or pens with the logo.

ACTION PROGRAM& BUDGET

MARKETINGSTRATEGY

ACTION RESPONSIBLITY

CONTROL SYSTEM

TIMING BUDGET(Million

Rp)Marketing Comunication Campaign

Advertisement on internet (social media) magazine, radio, campaign on the street

Marketing Managers

Monthly Sales Performance

Whole year 200

Marketing Promotion Campaign

Set up special store

Marketing managers, sales managers, counter staff, supervisors

Count Customer and monthly performance sales

Q1-Q3 50

Organize special events (talk show)

Marketing managers, supervisors

Count participants

Q3 50

Promotional offers (e.g free gift, merchandise)

Marketing managers,Production Managers

Produced output figures

Q1- Q2 30

MARKETINGSTRATEGY

ACTION RESPONSIBLITY

CONTROL SYSTEM

TIMING BUDGET( Million

Rp)

Marketing Promotion Campaign

Loyalty scheme “point system”

Marketing managers, customer service

Customer taking use of point system

Whole year 30

Distribution of free samples to customer at store

Marketing Managers, Supervisors,Sales promotion girl

Count Customers

Q1-Q2 20

TOTAL BUDGET 380

CONTROLS

Marketing PerformanceEvaluation

Customer Feedback• Survey of brand awareness• Focus groups to measure customer satisfaction• Comment cards

Financial Performance• Comparing actual revenues with plan quarterly• Net marketing contribution yearly