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BRAND EXTENSION
DAWN TEA
NAMES
REGISTRATION NO
GROUP
F
SEHRISH ANSARI(GROUP LEADER)
1435194
MUZNA KANWAL
1435239
MOHSIN GHANI
GHULAM MUSTAFA
MOHAMMAD SAIM SOHAIL
EXECUTIVE SUMMARY
Dawn is the leading bread brand in Pakistan which enjoys high
awareness and product salience.
We are extending Dawn Breakfast Category into Tea an
extremely challenging task due to the presence of Strong players
in the market.
The idea of brand extension Dawn Tea came through the
market demand for tea.
The main focus is to compete with existing brands and also
capture the market of unbranded tea products.
According to the Statistics, the total tea market present in
Pakistan is 150,000 tons, which constitutes of organized market
having 80,000 tons and the unorganized having 70,000 tons of tea
consumption.
EXECUTIVE SUMMARY
This launch plan was developed after the market research was
conducted to gather consumers insights.
The results showed that Tea consumers most preferred health and
freshness while purchasing tea brands.
Hence Dawn Tea is being launched, positioning itself as a
Healthy and Quick Breakfast item rich in Nutrition, Quality and
Freshness.
The Vision of Dawn Tea is to dominate the tea market, having
competitors not only from Organized Brands such as Tapal,
Lipton, and Brooke Bond, but also from Unorganized Tea Brands.
EXECUTIVE SUMMARY
Dawn Tea is aligned with Morning Freshness enjoying a
healthy start to a happy and productive day!
Dawn Tea is not only the preferred tea brand for Morning
Breakfast, but it is also for housewives who wish to relax
while having their 10 o'clock cup of tea. Being on their own,
enjoying the time all alone free from any type of
responsibilities!
Dawn is famous for its Healthy and Quick Breakfast SolutionsReady to Eat.
Dawn-Healthy Breakfast
Solutions
Dawn has already extended into bread, rusk, cake, and frozen foods
category.
Due to the humid weather and the hectic lifestyle, tea works as an
effective stimulant in every season.
DAWN
A family oriented company committed to providing
Pakistanis with nutritious and superior quality food
products.
Captured 35% of the consolidated market share of
bread products in Pakistan.
Famous for providing a wide range of breakfast items.
DAWN PRODUCTS:
CATEGORY PROFILE
TEA
Tea is the worlds most favored beverage due to its general acceptability,
comparative cheapness and advantageous effects.
The concentration of caffeine in tea ranges from 2.5% to 4.5% and it is this
caffeine content that makes tea a useful stimulant.
Tea is the beverage made when the processed leaves of the tea plant are
infused with boiling water.
The annual per capita consumption of tea in Pakistan is about one kilogram.
INDUSTRY ANALYSIS
Organic and natural teas, alternative tea and juice blends, powdered chai
mixes are now in heavy demand.
Year
Quantity
(Tonnes)
Value ( $
Million)
Value(Rs
Million)
2011-12
123,893
351
31,893
2010-11
118,657
334
28,807
94,463
271
22,712
85,350
193
17,417
2009-10
2008-09
COMPETITOR'S ANALYSIS
The competitors of Dawn Tea includes the following Tea Brands of Pakistan:
1- Tapal Danedar
2- Lipton Tea
3- Brooke Bond
4- Tetley
5- Tez Dum
FACTORS
Products
TAPAL
LIPTON
BROOKEBO
ND
DAWN TEA
Will be starting
Low range of from One Core
Wide range of Medium range
Products.
Product of Tea
Products. It has of Products. It
Less than 4 Category, but
9 products.
has 4 Products
Products
later extending
it.
Price
Value Based
Pricing
Market
Differentiate
Penetration
Differentiated
d Pricing
Pricing (Slightly
Pricing
(offers
low Price than
Discount)
Competitors)
Quality
Awarded the
ISO 9001/2000
Quality
Certification
Pioneer in
Best Quality in
High Quality
best Quality
Reasonable
in the Market
Products
Price
Packaging
Pioneers of Soft
Packaging
Attractive
Packaging
Innovative
Available in
Packaging not
Hard
yet adopted by
Packaging
Competitors
FACTORS
TAPAL
LIPTON
BROOKEBOND
DAWN TEA
Companys
Reputation
Top Company
in Pakistan
Global
Market
Leader
Is also a Product of
Unilever
Best in healthy
Breakfast
Solutions
Top of mind
Awareness
Top of the
mind,
Prompted
Awareness
Brand
Awareness
High Brand
Awareness
Top of mind
Awareness
Market Share
43%
41%
10%
Higher than
competitors, in
order to be
Market Leader
Sales (Tons)
32000
20000
16000
Initial Sales up
to 15000
Tapal
STRENGTHS
Integrated Quality Management
Strong Brand Awareness
Strong Heritage
Strong Supply Line
Highly Innovative
Brand Activation
WEAKNESSES
Centralized Management
Relative Technological
Backwardness
Intense Competition
Lipton:
STRENGTHS
WEAKNESSES
High Prices
Substitute Products
Innovative Communication
Strong Company Image
Event Marketing
MARKET OUTLOOK:
Mainly big players are importing tea from different countries like
Kenya, UK, Bangladesh. Unorganized tea is mainly smuggled from
different neighboring countries of Pakistan.
BRAND VISION
POSITIONING OF COMPETITORS
Root Strengths
Competitive Environment
Target Customers
Consumer Insights
Tea is the most common beverage served when people get together
Benefits
Reasons to Believe
Discriminator
Tapal Danedar hasnt changed much (particularly the red packaging)
The familiarity has been transferred through generations
Essence
The core identity of Tapal Danedar is the promise of a high quality and
refreshing tea.
Tapal Danedar symbolizes a tradition that has been passed on through
several generations.
Root Strengths
Competitive Environment
Target Customers
Insights
Tea serves as a refreshing beverage that helps in clearing and relaxing the
mind. It promotes productivity and logical thinking.
Benefits
Reasons to Believe
Lipton has an age old heritage extending over more than a century!
Maintained a legacy of successful experiments
Launched several variants of tea.
Discriminator
Essence
Mental clarity, energy, and the ability to overcome physical and mental
blocks.
Root Strengths
Competitive Environment
Target Customers
Insights
Families in Pakistan like spending some time during the evening connecting
with each other. It is like a family union. Tea gives this event a reason or
structure for the members to come together every evening and discuss their
day.
Most people think tea is not healthy for varied reasons but they cant forego
it because they love consuming it.
Benefits
The functional benefits include: Brooke Bond Supreme offers an easy-tomake and refreshing hot beverage.
The emotional benefits include: Brooke Bond Supreme is healthy and it
helps families connect over an informal occasion like evening tea.
Reasons to Believe
Discriminator
Essence
Root Strengths
The root strength of Dawn as a brand is morning
healthy and quick-fix breakfast solutions
Competitive Environment
all breakfast options, particularly the drinks people consume during
breakfast.
Includes milk, fruit juices, water, and coffee.
Target Customers
Those individuals who are looking for ways to make a healthy, easy
and inspiring start to the day.
Insights
Most people are not morning people. This means that getting up early in
the morning is pretty challenging for them.
At the same time, people are aware of the health consequences that
can happen as a result of skipping breakfast.
They are constantly looking for ways to fix a quick and healthy breakfast
that is easy-to-make and easy-to-consume.
Benefits
The functional benefits include: Dawn Tea is healthy, convenient, easyto-make and readily available.
The emotional benefits include: Dawn Tea marks the perfect beginning
to the day that is healthy, refreshing and inspiring. It uplifts the mood for
the entire day!
Reasons to Believe
Dawn Tea is an extension of Dawn Bread a company that has
survived more than three decades in the local market and enjoys
significant top-of-the-mind and prompted awareness.
Dawn Bread has never faltered in quality, nutrition, accessibility or
convenience.
Discriminator
Dawn Tea is an addition to the portfolio of healthy, quick-fix and
convenient breakfast solutions.
People purchase it because the brand cares for its customers in
multiple ways (health, convenience and availability).
Essence
For Dawn, the single most compelling and rallying cry is healthy
mornings.
Dawn Tea aims to make people look forward to their mornings and
enjoy a healthy start to a happy and productive day!
Dawn Tea will initially be launched in Karachi during its introductory phase,
Then it is to be distributed in major metropolitan cities of Pakistan including
Lahore, Islamabad, Rawalpindi, Quetta, Multan, Hyderabad, and Peshawar.
Trade Channels
Distributor
Retailers
Supermarkets
Hypermarkets
E-commerce websites
Leveraging the distribution network of dawn breakfast products
Trade Objectives
Obtain initial distribution
Obtain retail shelf space
Counter competitive actions
Increase order size
Build retail inventories
Enhance channel relationships
Trade Plan
Discounts on bulk buying
Exclusive distribution Agreements
Geographical distribution
Offering the product on credit basis until the 80%awareness level
Offering the highest margins to the retailers and distributors in the
tea category.
Offering the intermediaries various discounts on large quantities.
Promotion Tools
In store displays
-Free display racks and stands
Trade contests
Trade allowances for big distributors
Training programs for sales people
Co-op advertising campaigns
Integration with Websites
COMMUNICATION PLAN
Objectives
Define Target audience they will be the focus our of
communication strategy
Define Communication Channels- medium of communication used
to reach our target audience
Prepare communication strategy
Allocate budget that would support the communication plan
Target Market
The target audience are tea consumers who drink tea on daily basis
2-3 times in a day especially in morning. Because Dawn Tea is for
the morning tea lovers, A cup of tea especially for the busy
housewives who enjoy their 10 oclock cup of tea.
Consumers of Dawn bread and other Dawn products for which tea
would be a compliment product
Tea consumers who associate healthiness and activeness with their
lifestyles.
Housewives ranging from 25-60, who are looking for ways to make
a healthy, easy and inspiring start to the day.
Communication Channels
Print Media advertisements in magazines, online advertisements,
billboards
Digital Media jingles, advertisements
Point of Sale (POS)
Mobile Publicity Units
Strategy
Before the launch of the product we will start a series of
advertisement campaign (Print Media, Social Media)
The brand will be launched with grand event in which invitees will be
celebrities, channel partners etc.
With the launch of the brand, TV advertisements will be aired
Promotion of the product
-Brand ambassadors ( Morning show hosts)
-Morning Shows ( Promoting Dawn Tea as morning cup of tea)
BTL activities
-Sales Promotion
-Stalls of Dawn Tea in Shopping Malls, Grocery Stores, Sunday
Bazaar.
Activation Programs
Metrics Objectives
Affordable but Meaningful Data
Capture Consumer Insights
Integrated with financial measures
MARKET RESEARCH
Options
Percentage
TEA
46%
SOFT DRINKS
25%
JUICES
12%
COFFEE
9%
ENERGY
DRINKS
8%
Attributes
Percentage
HEALTH
37%
QUALITY
23%
TASTE
22%
AROMA
18%
Response
Percentage
YES
66%
NO
34%
Response
Percentage
YES
46%
NO
32%
MAY BE
22%