Hari Chai Marketing Plan

Program & Batch: | PGDM 2015-17 |

Term: | 1 |

Course Name: | Marketing Strategy and Organization |

Name of the faculty: | |

Topic/ Title : | |

Original or Revised Write-up: | Original |

Group Number: | 5 |

Contact No. and email of Group Coordinator: | 9999224532, ft15nandagopals@imt.ac.in |

Group Members: | Sl. | Roll No. | Name |

| 1 | 150103099 | Nandagopal S |

| 2 | 150103112 | Poulomi Banerjee |

| 3 | 150103195 | Tushar Bhargava |

| 4 | 150103024 | Akshay Deepak |

| 5 | 150101129 | Varun Vikas Admane |

| 6 | 150101112 | Shreya Khandelwal |

| 7 | 150101038 | Bhavnish Monga |

Marketing Plan for Hari Chai

10th August 2015

Prepared By:

Bhavnish Monga (150101038)

Shreya Khandelwal (150101112)

Varun Vikas Admane (150101129)

Akshay Deepak (150103024)

Nandagopal S (150103099)

Poulomi Banerjee (150103112)

Tushar Bhargava (150103195)

Table of Contents

1.0 Executive Summary 3

2.0 Situation Analysis 3

2.1 Market Summary 3

2.1.1 Market Demographics 3

2.1.2 Market Needs 6

2.1.3 Market Trends 6

2.1.4 Market Growth 6

2.2 SWOT Analysis 7

2.2.1 Strengths 7

2.2.2 Weaknesses 7

2.2.3 Opportunities 7

2.2.4 Threats 8

2.3 Competition 8

2.4 Product Offering 8

2.5 Key Success Factors 11

2.6 Critical Issues 11

3.0 Marketing Strategy 11

3.1 Mission 11

3.2 Marketing Objectives 11

3.3 Financial Objective 11

3.4 Target Markets 12

3.5 Positioning 12

3.6 Strategies 12

3.7 Marketing Program 13

3.8 Marketing Research 14

4.0 Financials 14

5.0 Controls 14

5.1 Implementation 14

5.2 Marketing Organization 14

5.3 Contingency Planning 14

List of Figures

Figure 1: Current Green Tea Customers 3

Figure 2: Green Tea Consumers – area-wise from Primary Analysis 4

Figure 3: Green Tea Consumers - age-wise from Primary Analysis 5

Figure 4: Awareness about Health Benefits of Green Tea from Primary Analytics 5

Figure 5: Health Analysis of Primary Research Participants 6

Figure 6:...