Eveloping an integrated Marketing Mix Plan for a new brand (TEA)TEA

Marketing Mix Plan

PLAN CONTENT
Plan will consist of three parts:
Part 1: brief analysis of the TEA market.
Part 2: identification of possible gaps in the market.
Part 3: Marketing Mix Plan for a new brand filling a gap in the market. The new brand should be aimed at a well identified and well researched target market.
Part 1: brief analysis of TEA market
You are asked to examine what has been happening in your allocated market (see below) for the last three years (2009,2010 and 2011) and look for clues to help you to determine what potential opportunities might exist for a new brand. Using data for the past three years will help to identify trends in the market.
Topics to be covered in this part:
a? TOTAL VOLUME of sales in the market, i.e. UNITS (packs, litres, gallons, lbs., bottles, prescriptions, etc). Annual sales trends and changes. Is the market going up or down? Stage on PLC curve.
a? VALUE of sales in the market. (A? sterling). Annual sales trends and changes. Is the market going up or down?
a? COMPETITORS who are the major competitors in your specific market? What are their relative brand shares? Which brands in this market are not performing well? Can you identify why? Which are a?successfula brands? Why? Which are the main characteristics and the positioning of competing brands?
a? WHO buys? Trends are important. Demographic details, e.g. sex, class, area, family size, product ownership etc from Target Group Index (TGI) reports. Are there any well defined consumer segments? How else could this market be segmented? (ensure that you understand and apply segmentation theory)
a? ADVERTISING EXPENDITURE of all the products/brands on the market. NB old data is not helpful here, use up to date information. What are the A/S ratios?(A/S advertising total expenditure to sales at retail selling price to consumer)
a? WHERE are the products bought?
a? WHAT are typical prices for the products in this category?
a? HOW is the market being affected by trends in the ENVIRONMENT? Consider economic, political, technological and social trends.
Part 2: identification of possible gaps in the market.
Based on the research carried out for Part 1, identify a gap for a new brand in the product category allocated to your group.
Topics to be covered in this part:
a? WHY is there a gap?
a? HOW can the gap be filled?
a? WHAT is the potential for a new brand seeking to fill this gap?
a? WHO is the target market?
a? WHO are likely to be potential competitors?

Part 3: Marketing Mix Plan for a new brand filling a gap in the market.
In Part 3 of your assignment, you are asked to develop a detailed Marketing Mix Plan for a new brand, aiming to fill the gap identified in Parts 1 and 2. The new brand should be aimed at a well identified and well researched target market. Your Plan should include all elements of the marketing mix.
Topics to be covered in this part:
a? WHO is the target customer? Characteristics of target customer?
a? WHAT need is the new brand going to fulfil?
a? PRODUCT: (keep in mind the target customer)
o What are the characteristics of the product?
o Define the product positioning (within the relevant market) and the brand positioning (relative to the competition)
o What is going to be a?differenta about the new brand?
o What is the new brand going to be called?
o Packaging and logo?
a? PLACE: (keep in mind the target customer AND brand positioning)
o Where is the new brand going to be sold? Why?
o Distribution intensity?
a? PRICE: (keep in mind the target customer AND brand positioning)
o At what price is the new brand going to be sold? Why?
a? COMMUNICATION (keep in mind the target customer AND brand positioning)
Keeping in mind the target audience, you now must:
o Determine the communication objectives for the new brand
o Design the message for the new brand in terms of
i § Content
i § Structure
i § Format
i § Source
o Select the communication channels
o Develop the brandas communication mix
o What is the likely A/S ratio for the new brand?
Plans should be no longer than 4,000 words in total, not including references. The word count must be stated at the end of the assignment.
In addition, appendices containing supporting material may be submitted. These do not count as part of the word limit, but they must be referred to in the main text. You may also use pictures, examples of packaging, advertising, etc., where relevant. Please note: appendices should contain ONLY supporting material. Essential tables and graphs must be provided in the main body of the report.
ALWAYS attribute sources and use your own words