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Clipper Pure Green Tea

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Haoliang Zhao

on 21 November 2013

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Transcript of Clipper Pure Green Tea

Clipper Pure Green Tea
Executive Summary

ID number:
T2104770
N0505876
N0531997
N0534610
N0541702
Date:21/11/2013

MKTG45170: Operational Marketing 2013
Presentation


Clipper Tea was founded by Mike Brehme in 1984 in Dorset, UK
Fair trade and ethical
current brand and have a very broad range of customers from teenagers to the elderly
Clipper currently has a 20% share of the green tea market but would like to become a “major player”
Our presentation will focus on our strategy to enable Clipper to increase its sales by 5%


Mission
-Natural, Fair & Delicious

Vision
-”Always pure natural product – there is not a single artificial ingredient in any of our products”(Brehme, 1984).

Objective
-To make lots of Green Tea products
-To be the best of Green Tea product in the market
-To increase earning by 5% annually

Mission, Vision & Objective
Agenda
Executive Summary
Mission, Vision & Objective
Marketing Situation-Key Competitors
SWOT Analysis
Customer profile
Segmentation, Targeting & Positioning
Marketing mix strategy
Strategic alliances
Perspective
Conclusion
Reference










Marketing Situation
Competitors-
Green Tea- Market Share
Competitors-
Green-Market Share
Source:(Keynote, 2013)
Source:(Keynote, 2013)
SWOT Analysis
Opportunities
-Friendly packaging
-Expand to overseas market
-Changing of people's awareness

Threats
-Competition: New, Low price & Key competitors
-Host country risk management
Strengths
-Long history
-The UK’s first fair-trade tea company in 1994(ibid)
- First green tea in supermarkets
-Product Diversification
-Environment friendly
-High standard procurement: pure ingredients

Weaknesses
- Low reputation in the world

Our Approach
Current Customer Profile
STP
Segmentation

-Psychographic Segmentation(McDonald, 2012)
Lifestyle:Leisure, working, busy
-Demographic segmentation(Boone & Kurtz, 2011)
Age: Young, middle aged people
Social Standards: Middle, low-middle
-Behavioural Segmentation(Ferrell & Hartline, 2010)
Purchase Behaviour:Loyalty, online & offline
Usage:Gift, travel, drink
Benefits Sought: Quality, design, helth
Current Customer Profile
Customer: Mainly middle aged
35 year old
Middle class
Educated
Full time job
Grown-up children
Like to do food shopping both online, in Waitrose and M & S
Targeting
Maintain and improve the existing customer's loyalty
Provide the gift pack into the market to improve sales
Enter universities, gyms, restaurant and SPA
Still focus on mass-market
Potential Customer Profile
Younger generation
Female in her 20s
Modern
Healthy living
Middle and high-middle class
Positioning
Undifferentiated
Use current product to various consumers

Concentrated
To serve customer's specific need(Health, gift)

Differentiated
Provide different collection for our customer(Gift, hotel & workplace
Marketing MIX
Price
Current price
Price penetration: maintains our product premium price
New collection
£6.99 for gift pack
Value added
Value pack of 80 tb = much more value
New gift collection
New: For consumers who buy them as gifts or those who prefer value added.
Gift pack include teabags(25x1, 50x1, 80x1) and clipper logo cup x1.
Why don't we discount?
Keep the brand positioning and image
Place and distribution
Online shop: direct sales to customers
Retailer(Ocado, Asda, Tesco, Waitrose): using retailer's distribution channels to sell products.
Hotel, restaurant, offices and universities: to replace their original brand of tea
Gym & SPA
Promotion
Sales promotion:
-Provide a special offer at a period of time(Christmas)
-Celebrity endorsement
-Free gifts
-Sweepstakes
-Seasonal basket
Clipper tea pure green: For consumers who have high health consciousness
Product
Public relations:
-Official website, twitter, Facebook, own blog
-Funding for charity
Advertising:
-TV
-Radio
-Newspaper & magazine
Direct marketing:
-Launch a Clipper Green application on IOS and Android
-Direct mail
-Email

-
Perspective
Conclusion
-We believe that our promotional strategy will achieve a 5% increase in sales for Clipper, specifically for it's pure green tea product.
-Due to the increase of interest in healthy living in the UK, Clipper's green tea will become more popular and gain a large market share and has the potential to become more popular than ordinary breakfast tea which is currently the most popular in the UK.
-Fair trade= differentiation
Reference
We believe that we can achieve our goal through use of the marketing plan.
Make strategic alliances with...
-To improve popularity and reputation through using strategic alliances
-Aims to make a strategic alliance with well-know dealer and hotel
Full transcript