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Ice Tea Sachet

Launch

What is Ice Tea?


A different and trendy drink for the
youth
Enriched with the goodness of Tea
Healthier alternative to traditional
Carbonated Soft Drinks (CSDs)

The Target Market


Free-Flyers, Men &Women
16-35 years of age
SEC A, B & C
Urban/Semi Urban/Rural
Education
Primarily for educated population of
Pakistan
Secondary market : everyone
Culture
experiencing a transition to largely
Western values.

Positioning
For
the youth, looking for a social
change.
Tapal Ice Tea is the brand of Imaged
Self, because only Tapal Ice Tea is the
choice of successful people who can
change the environment which they cohabit with their talk, behavior and their
outlook on life.

Brand Vision
To be the drink of choice
to quench thirst

Brand Competencies
Aspiration
Taste
Quality
Health

Brand Values
Refreshment
Liveliness
Fun
Classy

Brand Character
Sociable, joyful, lively
Playful, take things lightly, creates
a little fun n excitement
Impulsive, spontaneous, lives in
the moment

The Strategy

Objective
To make Ice Tea a product for
masses keeping high aspiration
values.
To be available in more
convenient formats both in terms
of distribution and consumption.
To achieve 10% & 20% Share of
Competition in Year 1 & 2
respectively.

SKU
Ice Tea Sachet will initially be
launched in 25 gms sachet at
a price of Rs. 6.

Configuration
12 Sachet = 1 Bundle
1 Bundle = 1 Box
24 Box = 1 Carton
1 Carton = 7.2 Kg

Price Structure
Retail Price

06.00

Trade Price
Price
Trade

05.50

(8.33%)

Dist Price

05.25

(4.08%)

Focused Towns

Karachi
Hyderabad
Sukkur
Multan
Lahore
Islamabad

Target
Sales Volume

M1

M2

M3

M4

Total

Karachi

17,280

11,520

14,400

14,400

57,600

Lahore

11,520

7,680

9,600

9,600

38,400

Islamabad

8,640

5,760

7,200

7,200

28,800

Hyderabad

8,640

5,760

7,200

7,200

28,800

Sukkur

5,760

3,840

4,800

4,800

19,200

Multan

5,760

3,840

4,800

4,800

19,200

57,600

38,400

48,000

48,000

192,000

Karachi

17,280

11,520

14,400

14,400

57,600

Lahore

11,520

7,680

9,600

9,600

38,400

Islamabad

8,640

5,760

7,200

7,200

28,800

Hyderabad

8,640

5,760

7,200

7,200

28,800

Sukkur

5,760

3,840

4,800

4,800

19,200

Multan

5,760

3,840

4,800

4,800

19,200

Total Lemon & Lime

57,600

38,400

48,000

48,000

192,000

Total Tonnage 07-08

115,200

76,800

96,000

96,000

384,000

Peach

Total Peach
Lemon

Launch Quantities
Region

Lemon & Lime

Peach

Karachi Region

Lahore Region
Raw alpindi Region

Multan Region

Hyderabad Region

Sukkur Region

Institutions & MTs

10

10

TOTAL

37

37

Competition

TANG
Limopani
Energile
Star Mixer
Koolie
Lipton Ice Tea Powder (imported)

Current Market Scenario

OTHERS, 1000

LIMOPANI, 2000
TANG
LIMOPANI
OTHERS
TANG, 8000

Trade Offer Comparison

Car on
Trade Price (C arton)
Per C arton TO
C arton Price with TO
Per C arton Quant Disc.
Wholeseller Price with Quan. Dis.
Net C arton Price OFF after TO
Wholeseller Price with TO

TANG

TAPA

CE TEA

Differen e

1602.00

1584.58

36.00

36.00

1566.00

1548.58

16.02

15.85

1585.98

1568.73

-17.2458

64.58

51.85

-12.7342

1549.98

1532.73

-17.2458

-17.42
0
-17.42
-0.1742

Trade Offer Plan


Retail (Rs. 36 per Carton)
Launch Quantity
TO per KG Retail
Amount Spent Retail

49 ton
Rs.5
Rs. 245,000

Whole Sale (1% QD + T.O)


Quantity for WS
Per KG Quantity Disc.
WS Dis. with TO/KG
Amount Spent for WS

21 ton
Rs. 2.201
Rs. 7.201
Rs. 151,221

Total
Total Amount in TO

Rs. 396,221

Marketing Strategy

TVC
Radio
Print
BTL

Promotional Support

TV commercial
Radio
Print Media
Out door
Buntings/mobiles/posters
Sachet hangers
Trade letter
Distributors circular
Sales briefing

Media Strategy
The media strategy will focus on catching the
attention of the target consumer profile,
coverage of target geographic areas, their
viewing patterns and adhering to effective
campaign duration.
The focus will be on the advertising objective
of creating awareness and acceptance.

Media Spend

POS

Timelines
Distr. Meetings with RSMs

Done

Launch Presentations

20th- 25th March

POS Rollout

20th -25th March

Market Rollout

20th -25th March

ATL Burst

10th -31th April

BTL Burst

10th-31th April

Launch Event

10th April

RollRoll-out Strategy

OW

arac hi
Lahore
Islamabad
yderabad
Sukkar
Multan


S OS/ Y
O S

1 000
10
1 00
1 600
10
1 00
1 00
1

1 00

1 00
1 00
1 6

68167

O.
OF
YS

10 000
10 000
00
1000
1000
000
346500

O
O /
( t )

The whole marketing team will be out in the market for the first week.
Back-checks through market visits.
Van-details to be provided by the RSMs.
Daily Sales Tracking.
Merchandising by the DSFs.
Target Achievement & Display Incentives.

Merchandising Benchmarks
Poster Splash through Sales Team
Minimum three posters per shop
Proper placement of Bunting & Mobiles
Hanger to be placed at B,C & D class outlets
Top two shelves in outlets where our gondola is
placed
Top shelf in the Visi-coolers for Can display
Counter display for show-boxes

Target

chievement &
Incentives

isplay

Slab-wise Incentive
 Rs.2000 incentive for 100% Acht
 Rs.1000 incentive for 90% Acht
 Rs.500 incentive for 80% Acht

Display Incentive
 Rs.1000 incentive for best display in each territory

TE Incentive
 Rs.2500 incentive on highest sales achievement in each
Zone

Sales ttachment Plan for


Marketing Team
First Day
 12 members of Marketing team will be attached at each
distribution in Karachi.
 Each Member will attend the Morning meeting and
communicate with the Salesmen to raise their moral.
 Each member will go out with the Sales Van & book
orders with DSF.

Launch Week
 Nationwide Market Visits

Phase-I
PhaseConsumer ngagement
Consumer engagement at retail end.
Modern Trade Outlets in Khi/Lhr/Isd
Festivity
Sampling
Lucky Draw
Objective is to generate trail.

Phase-II
Phasectivities
Mystery Shopping
School n College Activity
Mall Karaoke Programs

The superi r man is m dest


in his speech, but
exceeds in his acti ns.
- Confucius