Bran Report

Executive Summery

This comprehensive report is for an assignment requested to be conducted under the subject of Project Management. Through out the project the respective group is going to discuss about the nine knowledge areas in relate with Brand Management (under marketing) of Ceylon Heritage holding pvt (Ltd). Focusing on brand management, the group is going to discuss each an every aspects (project management process & stages) which comes under nine knowledge areas and the impact of them to the overall target(promoting brand through establishing “Tea Shops”) which was explained in the company project.

Company Overview of Ceylon Heritage Holdings (Pvt) Ltd

Ceylon Heritage holding was established in 1998 as a private limited company in soft drink industry. The company is engaged in manufacturing high quality Fruit Drinks and Organic Carbonated Drinks. Five years back, CH Holdings occupied in fresh fruit juice bar concept and achieved the set targets in time.

Currently the company is hoping to expand their product categories into a new market .After conducting a comprehensive market analysis and market research it was discovered that there is a market opportunity for high end tea cafes for customers who are interested in different varieties of high quality, healthy tea and expect a modern tea experience rather than holding in to traditional cues. Even though coffee bars or shops like Coffee Bean & Tea Leaf, Barista are popular in Sri Lanka, there are few in practicing focusing mainly on tea with a traditional experience inside the premises. Those are not that popular and not within “cafe” standards. Company also identified that there is no concept which bridge the gaps between healthy tea, handmade tea and modernity. This situation lead the company to enter to a Tea Cafe Chain, with the intentions of introducing a vast variety of tea in one place, healthy and country specific handmade tea to the market as a modern café.

Company Profile

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