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Sample Praposal of Tetley Tea

This document provides a proposal for repositioning the Yummy Ice Cream brand in the Pakistani market. The proposal includes an introduction of the project which discusses the background and objectives. It will analyze Yummy Ice Cream's current marketing mix, the reasons for its poor performance, and develop a new marketing plan. The plan will include revised segmentation, targeting, positioning and marketing mix elements. It will also analyze the ice cream industry, competitors, and identify opportunities for Yummy Ice Cream to differentiate itself. Primary and secondary research will be conducted to inform the new marketing strategy.

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Yusuf Rafi
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173 views7 pages

Sample Praposal of Tetley Tea

This document provides a proposal for repositioning the Yummy Ice Cream brand in the Pakistani market. The proposal includes an introduction of the project which discusses the background and objectives. It will analyze Yummy Ice Cream's current marketing mix, the reasons for its poor performance, and develop a new marketing plan. The plan will include revised segmentation, targeting, positioning and marketing mix elements. It will also analyze the ice cream industry, competitors, and identify opportunities for Yummy Ice Cream to differentiate itself. Primary and secondary research will be conducted to inform the new marketing strategy.

Uploaded by

Yusuf Rafi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Project Proposal

Title

Repositioning of Yummy
Ice Cream

Submitted by:

Yusuf Rafi

F1F17MBBA007

Supervisor:

Sir Jahanzaib Yousaf

4th May, 2019


PROJECT PROPOSAL

CHAPTER NO 1: INTRODUCTION

1.1 INTRODUCTION OF THE PROJECT

The origin of ice-cream. An ice-cream-like food was first eaten in China in 618-97AD. King
Tang of Shang, had 94 ice men who helped to make a dish of buffalo milk, flour and camphor. A
kind of ice-cream was invented in China about 200 BC when a milk and rice mixture was frozen
by packing it into snow. My topic is related to repositioning Ice Cream Brand named as (Yummy
Ice Cream) that is currently not performing good in the market .I hope if it will be re launch in
the market with different strategies it can compete in ice cream industry because they are pioneer
in Manufacturing of dairy ice cream in Pakistan.

BACKGROUND
The organization was incorporated in June 1980, under the Companies Act 1913 later on
Companies Ordinance, 1984 having its registered office at 124/4 Industrial Area Kot Lakhpat,
Lahore. Mr. Zahid Hamid and others are the founders of the organization. In January 1989,
Yummy was closed down and Mr. Zahid Hamid requested his Cousin Mr. Ajaz Ahmad to take
the control of Yummy and re-operate it from a start. Mr. Ajaz Ahmad come back to Pakistan
from UK and take the charge as Managing Director/Chairman of YMPL Since then his tired
less efforts, Hard working, Organized planning and continuous process of reorganization,
modernization & products diversification has virtually turned around the Company and has
given it fair position in ice-cream industry of the country. It is the largest tea company in the
United
Kingdom and Canada, and the second largest in the United States by volume. But due to some
drawbacks is currently almost roll back in Pakistan’s market that is very shocking as Pakistani
people are very fond of tea there is a huge market on Tea. I will redefine its STP (Segmentation,
Targeting & Positioning), Marketing Mix (Product, Price, Placement, Promotion) etc.That will
change its perception in customer’s mind. A complete market plan is going to prepare for
Pakistani Market.

OBJECTIVES
The vision and objective behind this project study is to find new and improved marketing
strategies that can capture more market share Following points are going to be under
consideration.
 Repositioning of Tetley Tea as world’s best brand in your country.
 Performing market analysis and try to know what customer want
 Designing a new marketing plan for Pakistan’s Market.
 Strategies to Re launch it in the Pakistani market.

SIGNIFICANCE
My project will give basis to the Company to reposition its brand as I am giving plan according
to the marketing conditions and competitor’s analysis of Pakistan. Company can use these
strategies to capture the Pakistan’s market share that they once lost. The basic purpose is to uplift
them and let the customer know that what Tetley is offering and they actually worth it.

CHAPTER NO 2: CONCEPTUAL REVIEW

COMPANY OVERVIEW
Old marketing mix of TETLEY TEA will be elaborated for better picture
comprehensively about what was that company in the past especially background
history.

FAILURE OF TETLEY TEA


All the reasons of failure of TETLEY TEA in Pakistan will be elaborated to
justify the repositioning purpose. As the need of current market.

MARKETING MIX
Old marketing mix will be defined as it will be the basis for making new
marketing plan.
REPOSTIONING OF TETLEY TEA:
For repositioning TETLEY TEA, following marketing plan will be defined in this
project. These are actually the strategies to re launch TETLEY TEA in Pakistan
again. It will be covered under following headings.

MARKETING MIX (REVISED)


 Product
 Slogan
 Core Benefit of Product
 Positioning
 Product attributes
 Product Variety
 Price
 Pricing Method with justification
 Place
 Marketing Channels Variety
 Flow of Marketing Channels
 Promotion (IMC)
 Medias to be used
 Reasons to use all media

MARKET ANALYSIS
Industrial analysis of Pakistani tea market will be done. It includes:

 already existing firms of Tea


 potential of market for new variety and target customer
 users potential
 profit chances
COMPETITOR’S ANALYSIS
All the analysis of existing competitors, their share in the market,
their competitive advantages in Pakistan, SWOT Analysis of all
competitors to identify gap and find opportunities.

 No. of Current brands/competitors


 Market Share
 Facts & Figures
 How TETLEY TEA will compete them

TARGET MARKET AND SEGMENTATION (EXITING AND


NEW)
 Segmentation
 Targeting
 Positioning

BRAND ELEMENTS OF TETLEY TEA (EXISTING AND NEW)


 Brand Name
 Logo
 Spokesperson
 Slogan
 Packaging

2.5 POINT OF DIFFERENCE:

Its uniqueness from all other existing brands in Pakistan through which it can get
competitive advantage.

POINT OF PARITY:

Its common features with other existing brands to show that it is the competitor.
FUTURE PLANS:

Some future plans will be suggested for the company to maintain its position in
the long run.

CONCLUSION

In the end, conclusion will be given based on the final results of Project.

CHAPTER NO 3: METHODOLOGY

3.1 DATA COLLECTION SOURCES


It is an exploratory study so Secondary Data Collection technique will be used for
study and analysis purpose. And to some extent Primary data collection is also
going to be used as to want to know what customer wants and what are the
reasons of failure we are going to communicate directly with the customer.

DATA COLLECTION TOOLS/INSTRUMENTS


Data Collection Sources will be:

 Published Printed Material: Journals, Magazines, Articles


Newspaper
 Published Electronic Sources: E Journal, General Websites, Web
Blogs
 Questioner: That are going to be filled by customer directly

BIBLIOGRAPHY

At the end, all the reference material will be pasted in APA format whether it
have been taken from websites, journals, books or news.

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