Marketing Plan

Al-Kbous Tea

Instructor: Dr. Moshira Gamil

Presented by:

Name Academic Number

Reda Gad 22221036016
Samar Saad 22221035098
Mariam Yasser 22221035141
Buthaynah Yasser 22221035143

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 Executive Summary:
 Briefly introduce your product, company, need satisfied:
All types and forms of tea from alkbous group the best Yamane’s Tea Company to enhance the mood.
 Highlight important strengths and weaknesses, opportunities and threats:
S: Trademark, Reliable with a long history.
W: product name, lack of product range.
O: Tea kiosk, green marketing.
T: direct/Indirect competition, Government regulations and Economic recession.
 Identify your targeting strategy and target market:
Differentiation marketing strategy targeting (men, women, youth)
 Identify your value proposition:
Alkbous provides a premium taste & a happy mood from the best tea leaves.
 List your marketing mix strategies (4Ps):
Product: B2C, Tangible, nondurable, convenient product.
Price: Price sensitivity, inelastic product, inelastic product, using going rate pricing method.
Place: Push distribution strategy.
Promotion: personal and nonpersonal promotion.

 Industry & Company Background:

o Sport light on the industry & its marketing trends.
The global tea industry is witnessing rapid growth as tea is one of the most widely consumed beverages
across the world. Tea is rich in antioxidants that lower the risk of heart disease, promote weight loss, and
protect against cancer as it contains healthy bioactive compounds. Tea is also rich in various nutrients such
as vitamin C, B6, B12, and E and minerals such as potassium, calcium, magnesium, and others. Further,
green tea contains catechin called epigallocatechin-3-gallate (EGCG), which are natural antioxidants that
prevent cell damage that has anti-ageing properties. Furthermore, tea is rich in caffeine which acts as a
stimulant that improves the functioning of brain, memory, reaction time, vigilance, and others. All these
advantages are anticipated to drive the market demand during the analysis timeframe.
It is the most common beverage in Egypt.
Nowadays cold-brew teas like (boba tea) have the potential to gain popularity throughout the rest of the
year, and some tea companies even offer innovative tea ware for cold brew, i.e., iced tea and different tea
flavors.
Everyone loves their DeLonge because it provides them with the perfect service every time. As single-serve
coffee becomes even more popular, single-serve tea will follow. With more people continuing to gain an
interest in tea, we can expect tea k-cups sales to continue to soar throughout 2022.

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o Egypt: Tea Market
The tea market in Egypt was equal to 507.00 million USD (calculated in retail prices) in 2015. Until 2025,
the tea market in Egypt is forecast to reach 5.09 billion USD (in retail prices), thus increasing at a CAGR
(Compound Annual Growth Rate)
of 21.29% per annum for the period 2020-2025. This is a decrease, compared to the growth of about
31.29% per year, registered in 2015-2019.
The average consumption per capita in value terms reached 5.52 USD per capita (in retail prices) in 2015.
In the next five years, it grew at a CAGR of 28.73% per annum. In the medium term (by 2025), the
indicator is forecast to slow down its growth and increase at a CAGR of 19.30% per annum.
The tea market has evolved dramatically in the past few years in line with consumers’ changing behavior.
Today, tea drinkers are more interested in high-quality products with a great story and drinks that give them
specific health benefits, which has driven demand for healthy green, functional botanical tea and herbal
blends. In addition, the perception of tea has also changed, as it is viewed by most younger consumers as a
sensual and wellness drink.
Premiumization is another positive development on the market, as customers are showing strong
preferences for functional botanical blends and single estate artisanal teas. More and more people are
interested in innovative flavor combinations, as well as in authenticity and the story behind certain brand.
When it comes to different types, a recent trend suggests that natural, earthy alternative flavors such as
ginger, matcha, turmeric and cumin are in higher demand. Cheese tea is another food service phenomenon,
which has been especially popular in Asian countries such as Malaysia, Taiwan, and China.
Another interesting trend on the tea market is the emergence of tea pairing menus. Since customers are
increasingly opting for unique and experience led products, different restaurants have been trying to
enhance culinary experience by introducing a several course tea pairing menu. In addition, the tea market
has been expanding outside the category of hot beverages with the development of new ready-to-go drinks
and iced tea variants. Kombucha, for example, has shown an impressive growth over the past few years
from a niche product to a well-established product in mainstream supermarkets.

 Description of the chosen company: local, multinational, type, nature, size & Company history
In 1938 founder of Al Kabous Haj / Mohammed Hassan started his business through a store located in the
salt market in Sanaa where he was engaged in a commercial activity in the sale of goods, notably coffee. At
that time, coffee was subjected to primitive traditional methods in preservation, transportation, roasting and
grinding. Haj’s honesty, wisdom, good manners and humility coupled with prestige and sobriety played a
big role in his prominence between his family members such as his brothers and cousins, even those who
are older than him from his uncles and senior family members until he became dean of the family at a quiet

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 young age. The legacy of Haj Mohammed Hassan did not spread only among his family and friends; but
also, his acquaintances, customers and clients.
The magnitude of his reputation plus the deep faith mixed with the wide vision for the future of his
business, were the real assets that he shared with his employees. Nevertheless, the high effort and
continuous work were the reason behind the business expansion. Haj Mohammed took the advantage of the
success of coffee trade to label his coffee under the name of “Bonn Al Kabous – Al Kabous coffee”. Once
Al Kabous coffee entered market, it gained huge fame due to this coffee brand’s quality, which spread
between hearts & minds of Yemenis. With the beginning of the forties of the last century, Haj Mohammed
began to expand the commercial
activity by traveling to the city of Aden to bring miscellaneous goods. While being there he discovered the
secret of the wonderful taste of the tea he drank and tasted in Aden. Surprisingly this tea was one of the
finest international species of Ceylon Kenyan tea, and as a business entrepreneur, he decided to bring it to
the old city of Sanaa, whose inhabitants were drinking nothing but coffee and chaff.
Consequently, in 1948 he became the first to introduce tea to Sana'a and began selling it besides the Al
Kabous coffee. This tea marveled Yemeni people with its pure high quality and its wonderful taste that was
epitomized in the golden red color. Tea success and fame were no less than the coffee’s, as Haj Mohammed
was the only one specialized in selling it in Sanaa and hence was named “High Quality Al Kabous Tea”.
Driven by his business success, Haj Mohamed established the first factory in Yemen for roasting and
grinding coffee, which was a quantum leap in this time for the coffee trade in Yemen.
In the past few years, our tea industry has made a giant development shift as we become a big industrial
complex for tea which contains four separate sections according to manufacturing method and consumer
desire as follows:
1. Abu Khait Tea factory for making teabags.
2. The family factory for processing tea.
3. The tea packs Factory.
4. Green tea Factory.
After increasing demand inside and outside Yemen, particularly in the Gulf region, the group decided to
establish a manufacturing plant outside Yemen to cover the Gulf market and the world demand. Therefore,
the group chose Kingdom of Saudi Arabia to be the cornerstone of the world's first tea factory in 2006,
making it the group’s fifth factory in the field of tea production. Thanks to the grace of God then to the
quality of materials used in tea packaging in addition to the strict measures taken to control that quality to
ensure consumer access to high quality products, Al kabous group occupied a prominent place and gained
trust and credibility among customers and consumers of Al kabous group. For now, “Al Kabous Tea” stays
first their choice.
In the seventies and eighties, the family’s second generation joined the business represented in the sons of
the founder “Hassan - Ibrahim - Hashem - Amin – Ma’moun” who received the ensign from Haj

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 Mohammed and brought forth under the direction of their father major broad, strategic, and successful shifts
in the activity of the group.
o Mission Statement

OUR VISION
Reaching superior quality emulating rivaling international brands, which can enable us to compete for
shares at the international market.

MESSAGE
OUR MESSAGE
We seek to be pioneers in the Middle East and the World at meeting consumers’ needs, satisfying their
wishes, achieving rewarding returns to shareholders and contributing to the development of Yemeni
society

o Products/Services offered (Annex)

o The Product Description:
 Description of the product
NATURAL QUALITY, PURITY, AND TASTE
Due to our full commitment and attachment to quality, and the fact that consumer’s satisfaction is our first
and last goal. We vowed ourselves to provide our clients the best largesse of tea plantations in the world
represented in Al kabous tea, to be sure that Al kabous group is privileged with its outstanding natural
quality for more than 70 years till now.
From natural fields -the finest tea plantations in the world- comes Al Kabous Tea, tealeaves are carefully
selected and daily harvested manually to guarantee its containment of the high quality, unprecedented taste,
and emphasize its unmatched purity.
Our love and passion for tea since old times, and our commitment to provide the best leaves of tea
plantations, made Al kabous tea –with pride- the most popular and out loved tea to the satisfaction and
desirability of consumer in Yemen, and expanded its fame to find impressive growing demand wherever it
existed.
 Why do you think this product could be a success
Al Kabous tea features a combination of wonderful taste and pure golden red color that provides you with a
classical experience of a high value tea and flood you with joy and vitality, to enjoy the most pleasing times
with an indulging taste that takes you to the a world of amazing sensations.

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 SWOT Analysis

Strengths Weaknesses
1. Reliable with a long history
2. Available in several 1-Product name
countries 2-Advertising campaign
3. Experience and quality 3-Low market share
4. Has health benefits 4-Lack of product range
5. Trade mark 5-Storage problem
6. Online shopping
Threats
Opportunities 1. The dominance by Lipton Tea
2. Direct competition
1. More flavors and 3. Indirect competition
trendy products 4. Dropping brand value
2. Tea kiosk 5. Government regulations on import
3. Global expansion and export
4. Green marketing 6. Economic recession
 TWOS analysis 7. Changing the Mindset

WT (Mini –Mini
1- Increase market share ST (Maxi –Mini
2- Increase product range (coffee 1- Focus on the Health
product) benefits compared with
3- Increase Consumer experience to Lipton by increase market
change the mindset toward product experience to change the
4- Increase brand value by CSR mindset toward product
Activities

WO (Mini –Maxi
SO (Maxi –Maxi
1- Increase market share
1- Focus on the Health benefits
2- Increase product varieties
2- Increase market globally
3- Focus on green marketing

Exploit opportunities and strengths to decrease weakness and threats.

 Strengths:
o Reliable with a long history: Al kbous group established its first factory in Yemen for packaging tea in 1988
and equipped with the most accurate machinery and equipment of modern technology. Al Kbous group
vowed since its foundation to commit to applying the total quality and full service concept to its consumers
of their products inside and outside Yemen. After launching this factory, our first production started and we

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 began to promote for our tea through our expanded supply chain and distributors, in order to spread it all
over each corner of Yemen, and later exporting it to other countries.
o Available in several countries: As Kbous tea factories spread from Yemen, Saudi Arabia, Jordan,
Ethiopia, and then export started all over the world.
o Experience and quality: Natural quality, purity, and taste. Due to our full commitment and attachment to
quality, and the fact that consumer’s satisfaction is our first and last goal. We vowed ourselves to provide
our clients the best largesse of tea plantations in the world represented in Al kbous tea, to be sure that Al
kbous group is privileged with its outstanding natural quality for more than 70 years till now, and It is
distributed in over 35 countries worldwide.
o Health benefits: Al kbous tea enjoys a very high percentage of antioxidants that strengthen immunity and
fight the diseases that may affect a person. Scientific studies also show that Al kboud tea acts to fight
cancer, prevents high blood pressure and cholesterol levels, and it also works to kill bacteria in the mouth
that produce a bad smell from the mouth. It also protects the development of diabetics, it works to calm
nerves, it works to make the person feel comfortable and calm and it improves the mood of his mustache.
There are many other benefits to the drink.
o Trade mark: it is one of the most famous international brands in the tea world since 1948 and is the owner
of the Al-Kbous Group for Trade, Industry and Investment in the Republic of Yemen The name "Al-Kbous"
is named after the Al-Kbous family of brand owners.
o Online shopping: The product is available on Amazon and Jumia and has websites on social media
Facebook Instagram Twitter YouTube and Website on Google

 Weekness:
o Product name: Its name is the main weekness we face. as Alkabous is meant to be nightmare so in the
Egyption mind it is crafted to be a nightmare or a bad dream so it is linked with bad taste.
o Advertising compaign: We found that is has limitted tv commerials and what has been showed was only
on Ramdan and they didn't focus in displaying any information related to the company and its name.
o low marketshare: Although Alkabous has maximized its market share in most of Arab countries and in the
Middle East but in the Egyption market its sales percentage is low.
o Lack of product range: The number of products that are sold by Alkabous are not as wide as our
compatitors.
o Storage problem : long time storage , moisture ,heat can convert it to stale and this will affect its taste.

 Opportunities:
o More flavors and trendy products: make sure that we exploit all the opportunities and trends; make
several types of flavor tea, ice tea cans

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o Tea kiosk: comparing to coffee, tea lovers are oppressed, tea booths in the malls will make it easier to get a
cup of tea when we crave it.
o Global expansion: expand our product globally
o Green marketing: it's all about CSR, we must make our process and package environment and user
friendly.
o El-arousa tea price increase: it’ll make some customers try to find another substitute.

 Threats:
o Lipton – The dominance by LiptonTea is the number 1 threat against Lipton Tea quite simply because the
brand is not allowing Al kabous Tea to settle and is expanding very aggressively.
o Direct competition comes in the form of Society tea or other such herbal tea concoctions which are loved
by tea drinkers( ELaroosa Tea –Ahmed Tea- etc)
o Indirect competition – There are many regional players and regional factors in the sale of Tea. One of the
factors is the consumption of Coffee against Tea. In Egypt we have a huge consumption of coffee vs tea .
Thus, this indirect competition also affects the sale and revenue of the brand.
o Dropping brand value – Because of the consistent competition and lack of marketing and advertising, the
brand value of Al kabous is dropping which is a huge threat to the brand.
o Government regulations on import and export – Tea requires specific environmental factors for
production and agriculture. Changing government regulations can affect the growing of tea or it can affect
the import and export of tea from one country to another. This is always a threat to a brand like Lipton.
o Economic recession: The global recession has hit the fast food adversely and many people have been
careful of not splurging on unnecessary expenses.

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o Changing the Mindset
The Statistics and specialized studies confirmed that more than 70% of those surveyed preferred Al
Kaboustea, 30% of those surveyed preferred herbs, 40% preferred coffee, and 30% preferred tea in general.
This research confirms that the process of switching from one type of tea to another requires a Changing the
Mindset

 The Market place and Customer Needs and Wants:

Global Tea Market:
Tea industry is about 170 years old. It occupies an important place and plays a very useful part in the global
economy.
Tea plantations are mainly located in rural hills and backward areas.
The major competitive countries in tea in the world are India, Sri Lanka, Kenya, China and Indonesia.
China is the major producer of herbal tea while Sri Lanka and Indonesia are producing mainly orthodox
varieties of tea.
Kenya is basically a CTC (Crush, Tear, and Curl) tea producing country.
India is facing competition from Sri Lanka and Indonesia with regard to export of orthodox teas and from
China with regard to herbal tea export.

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 Per Capita Consumption
800
681 691 693 696 701
700 642 652 654 663 672
600 606 606 608 610 617 625 633
600 527
500
Axis Title

403
400 319
300
202
200
100
0
1994 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018 2020
2022

Above Line graph clearly indicates that till 1994 Tea consumption grew at the phenomenon rate of 32.2%
where as in recent past few years the average rate of consumption growth is 0.7%.
Tea being the only beverage which is consumed at the largest following Water hence there is no trouble to
global tea market future with growing population.
Customer Needs and Wants:
The health related issues are increasing day by day due to the lifestyle and inclination of the generation
towards fast food or junk food which is generally responsible for health hazards.
Al kbous ’s research shows that majority of the people have developed health consciousness.
This is mainly due to the various health programs being broadcasted on television as well as a variety of
articles being published in magazines and digests.
Lately trends show that people have started reverting back to the natural means of maintaining health.
Natural means ensure high nutrition as well as health enhancement.
Moreover nowadays more and more people are getting literate and educated.
The education in turn brings awareness in the people and they understand what do’s and don’ts.
There is class of people who are very health cautious and most of them fall under high class societies.
Since it is difficult to change the lifestyle of people all of sudden; people look for better product which can
keep them healthy and offer resistance or meditate their health for long life and better health.
We must keep in mind that tea is hot beverage consumed by people all over the world at highest after water.
So it is a great idea if tea can prove as tea as well as medicine and offer better health & immunization as it is
consumed twice to thrice a day.
If tea can provide health benefits it will be surely welcomed by the class of health conscious people.
Furthermore, A few recent studies suggest that the health benefits would drive the performance of Al Kbous
herbal tea across the globel .
Consumers generally perceive tea consumption to be a healthy activity and are more likely to consume
herbal tea rather than other soda based drinks.

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 Therefore, the 100 percent Natural Tea and 150 mg of protective natural antioxidants has made Al Kbous
tea a major participant in the global tea market.
 Our Marketing Objective:
o To offer consumer best health advantage through Al KbousTea.
o To establish Al Kbous market to Product quality leader ship in herbal tea industry.
o To enable Al KbousTea to satisfy, fulfil the consumer’s personality & lifestyle.
o To increase Al KbousTea’s popularity as an icon in Herbal Tea product.

 Integrated Marketing Plan for Al kbous:

In order to achieve our objectives, we will use following strategies while developing our marketing mix.
Value Based Pricing – We will set our product price, based on the benefits it provides to consumers.
Because our offer is unique and highly valuable features are better positioned to take advantage of value-
based pricing.
Multi-Channel (Hybrid) Distribution Systems – We can utilize more than one distribution design by
following a multi-channel or hybrid distribution system.
As Example, we may use a direct retail system by selling Al KbousTea in company-owned stores, and
through a direct marketing system by selling via direct dispatch, and through a single-party selling system
by selling through grocery stores.
This approach will allow us to reach a wider market; however, we must be careful with this approach
otherwise channel conflicts will arise.
Promotion Mix (Integrated Marketing Communications) – In order to deliver a clear, consistent, and
compelling message about Al Kbous and its product we will use; Advertising as it will allow us to reach
many buyers and repeat message many times; Sales Promotion since it provides wide variety of tools and
rewards quick response; Public Relations because it is very believable and will dramatize Al Kbous and its
product.

 Marketing Strategies

1. Segmentation
Who are our potential customers?
Segmentation is the first step we need to implement to be able to proceed to the next strategies (Targeting –
Positioning).
It's the process of dividing our company's target market into groups of potential customers with similar
needs and behaviors to be able to tailor our tea to each group according to their needs.
The 4 main pillars used to segment our potential buyers are:
(Geographic – Demographic – Psychographic - Behavioral)
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a) Geographic: segment our market based on location and cultural reaction to the product
 Urban: prefers large saving packages of tea bags with free cup or spoon
 Rural: prefers small packages of regular powder tea
 Suburban Folk: suburbs with a lot of "Kahwa" depends mainly on tea
b) Demographic: the most straight forward method to segment our market based on several demographic
characteristics which will make us understand what attributes in the purchase decision of the desired
customers.
 Age and life cycle: people between the age group of 18 to 60+ drink regular black tea several times a day.
 Life stage: there are stages in our life in which we need to drink tea more often than regular times i.e.
delivering new project, studying and exams, thanawia amma …etc.
 Gender: men tend to drink tea more than women
 Family size: large families with teenagers and adults use large packages of tea, on the other hand small
sized families use small packages because tea are more likely to attract unwanted odors which changes its
taste.
 Income and social class: mostly low income individuals wants to buy regular black tea.
 Generation: younger Egyptians are ditching tea for coffee.
Our potential customers are Baby boomers and Millennials, they have more tea consumers than Gen Z and
Alpha (for them coffee is the new tea and it's "trendy").
c) Psychographic: we break down our customer groups into segments that influence buying behaviors, such
as: beliefs, values, lifestyle, social status, opinions and activities. It draws out the motivations behind
behavior, rather than tracking the behavior itself.
It's a qualitative method that tells us why customers buy our product rather than who buy it.
There are 8 distinct types according to VALS model:

Motivation Description Preferred tea type

Achievers Achievement, functionality Green tea
Experiencers Moods, emotions, inner Flavor tea
expressions
Believers Community, social bonds, sharing Regular Black tea (teabags)
Strivers Motivations, inspiration, abilities Regular Black tea (teabags)
Makers Personal values Regular Black tea (teabags)
Survivors Simplicity, fit-for-purpose Regular Black tea (powder)

d) Behavioral: it's the process of sorting and grouping our customers based on the behaviors they exhibit; the
following are five examples of behavioral market segmentation:

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 Occasion -Based Behavior: consumers often make more purchases of tea around Eid-Alfetr season to drink
it with "kah-k", Easter holiday to drink it after eating salted fish, Ramadan to drink it after Eftar and Sohour,
family gatherings… etc.
 Usage Rate: heavy, mid-level drinker
 Buyer readiness: we must create awareness and interest

 Loyalty status: our potential customers are switchers (deal-prone buyers)

2. Targeting:
Targeting is the next strategy after (segmentation). A target market strategy is a business plan focused on
growing sales and brand awareness within a consumer.
Once the firm has identified its market segment opportunities, it must decide how many and which ones to
target.
1. Needs-based segmentation
According to Usage Rate, it can be divided into heavy and light user drinkers.
- Heavy user drinkers: The striver, workers, which they are live in upper Egypt and Suburban Folk, who have
low income, and their age between (35 to 60+) years old.
- Light user drinkers: The believers, employees, which they are live in urban, who have high income, and
their age between (20 to 55+).
2. Segment identification:
We target 2 major needs based on Tea drinkers.
Those people can be defined as following: -

Needs Heavy Light

Demographic Workers , (35 to 60+) , low income Employees , (20 to 55+) , high income
Geographic upper Egypt and Suburban Folk urban
Psychographic Striver Believers
3. The main targeting strategy (differentiated)
Alkbous applies differentiated marketing as it focusses on equal benefits for everybody.

A Heavy tea drinkers

B Light tea drinkers

Finally, we will use the targeting in promotion to send a message for their needs, and other needs.
3. Positioning
o Frame of references:
It is a point of comparison that help Alkbous tea to differentiate and positioning itself within the market
place and it helps us to see how the consumers see our product in relation to our competitors as hot
beverages or herbal tea product.

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o Relevant competitors:
(Lipton-El Arousa- Ahmed,……..)
o Competitive frame of reference:
Product pricing reputation Customer Product Product
quality awareness availability range
Alkbous 5 3 3 3 2 2
Lipton 4 4 5 5 5 4
El Arousa 3 5 4 5 5 2
Ahmed 5 2 4 3 3 5
poor 2-fair 3-good 4-very good 5-excelant-1

o points of differences and point of parity:

Despite being a new brand in a market full of competitors in the same product, our points of differences can
help to increase our market share and reach more people.
o main attribute:
-Kenyan's tea that considers the best in taste and quality.
o points of parity:
-Packaging
-Flavors
-Storage
o Brand mantra:
-Natural quality
-Purity
-Energetic
-Taste
Natural quality, Purity, Energetic Taste
o position statement:
For the tea lovers who need an energetic mind and healthy life. Alkbous provides a premium taste & a
happy mood unlike all other brands in the market.
 Marketing mix (Product, Price, Place, Promotion)

1. Product
We must define the product and its qualities to be able to introduce it to the consumer. There are 6 main
things that will help us do this:
a) The product levels
We need to address the 5 product levels

Core: Hot beverage

Basic: powder, Beads

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expected: active and
energetic / enhance
mood
b) Product Classifications

Based on consumer type: Based on product attributes

Tea with all of its different sizes and forms lays Tea is a tangible non-durable product; it's
in the B2C category. purchased for immediate consumption & it
We either sell to the end user who buys it from has a high turnover.
the supermarkets or the catering packages we It's a convenience product customers buy on
sell to organizations' buffets and hotels. a regular basis to make their life better.
c) Product and service differentiate
Tea is a very common product; we must distinguish el-kabous tea from other competitor brands.
Start with R&D to identify needs and wants of the target market and exploit to differentiate and stand out of
competition.
Conformance: el-kabous tea has the Jordanian quality certificate from Jordan standards and metrology
organization since 22/12/2016
It also has the ISO 22000:2005 certificate.
Reliability: el-kabous tea is made of the best tea leaves with the right amount of caffeine that is good for
your heart and rich with Antioxidants.
Style: unique Arabian design.
Service differentiate: el-kbous tea cares about customer service very much; "this product is subject to strict
quality control which makes the the customer feel safe and secure, whenever there's a problem, they can
contact our customer service team easily.
There's also another ways to differentiate our service through distribution and delivery channels that we be
discussed in the “place” part
d) The product system
To keep up with the upcoming trends, el-kbous tea will make a product system for its customers, things that
is not very expensive but it'll affect the sales positively:
For example: a new spoon or a tin package with Seperators for the tea bags.
e) The product mix
The total number of products we offers our customers based on 4 dimensions:

width length depth consistency

Width: we have more than one line; black tea, green tea, flavor tea.
Length: the total number of the products in the mix. (10 products)

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 Consistency: all of our products are at the supermarket ready to use for the end user.
Depth: in each line we have multiple variations, black tea (regular and peppermint) / green tea (regular and
peppermint) / flavor (orange, strawberry, vanilla rose, vanilla jasmine, peach, blueberry).

f) Packaging
Packaging serves to protect our product. It must be kept safe during shipment between the manufacturer and
the retailer and must prevent damage while the product sits on the shelf. It must keep the tea fresh, contain
the taste and not attract any unwanted odor.
The current package is cheap carton wrapped in plastic. We suggest a new zip lock package which will
make it easy to store and use and it’ll contain the taste, and the package will be environmental friendly.

o Consumer affluence: tea is for all types of people, so we must differentiate with a fancy package; a special
luxury edition
For example: a glass jar with the appropriate protection to assist in kitchen storage without transferring, or a
wooden box with the tea sachets inside to be ready to use in front of guests
The package must have all the needed information; the origin of the tea, caffeine percentage, how to prepare
and nutrition facts.

2. Price
o Select price objective:
Our objective is to be product quality leadership as we aim to provide the best quality product in the market.
o Determining demand:
Price sensitivity, estimating demand curve and elasticity from our survey we found that Alkbous tea is an
elastic product as demand changes considerably while price is sensitive.
o Estimating costs:

25 100

Fixed cost 9 30
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 Variable cost 7 24

Total cost 16 54

o Analyzing competitor price mix:

By analyzing our competitors, we found that most have less prices, more offers and they have more
advertising to attract more customers not like our product.

teabags Alarousa Lipton Ahmed

25 11 15 22

100 41 55 73.50

o pricing methods:

25 100

Celling price 24 96

22 73.50
Competitors price 15 55

11 41

Floor price 8 29

Using going rate pricing method will help to attract more customers by being is the same range with our
competitors.
o final price:
After estimating our fixed and variable costs then getting total costs and deciding using going rate method
so the prices will be adjusted according to our competitors range and the final price for 25 teabags will be
18 and 100 teabags will be 60.

3. Place:
1. Analyze consumer needs:
Analyzing consumer behavior in context of Alkbous product itself is a very important subject. The topic
itself describes the behavior of consumer at the time of selection of product variants from the huge rack of
product mix by different brands and segments.

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 This is also related to the purchasing behavior of the consumer. Consumer decision-making can be defined
as a mental orientation characterizing a consumer’s approach to making choice.
Intention to purchase depends on the degree to which consumers expect the product to satisfy them, when
they consume it.
we are considered to find out the consumer behavior towards the brand of Alkbous. By analyzing the
consumer behavior towards brand, preference to Tea products through questionnaire asking for the
awareness towards brands, loyalty to the brand, major influencers, and also about the ease of purchase.
RESEARCH METHODOLOGY
Problem Statement “To study the consumer behavior in context of Alkbous Tea”
In the Survey, the theory is already available about the consumer behavior for the purchase decision by
consumer by taking into consideration the price, quality and the brand preference. Hence, the researcher has
to find out the behavior of consumer in context of new product launch by knowing the preference of the
consumer in the product market by comparing the prospect market of the available competitors.
Research Design: -
This section carries out the topics such as research sector, research population and instruments used for the
research.
Research Sector:
Researcher is going to carry out the research on the prospects of the Tea products.
Research Population:
Research population comprises of each and every person come under the terms consumer and customer.
-They may be working persons
-Housewives
-Students
-Impulsive buyers.
Research Instruments
Research instruments used to find out the solution of the research problem are:
-Questionnaire
-Sensory Evaluation form
Sampling Techniques
Random sampling method is used so each population can get equal and fair chance of being selected
Sample Size
Sample size taken for the study is 50+
Source of Data
Here in the survey primary data is collected with the help of questionnaire method to get the main theme of
the project.
Method of Analysis

18
 There are various tools available in the statistical field.
-Tabulation method
-Graphical method

Data Analysis
Analysis: - It was found out from the survey that most of the
customers i.e. 88% of them are buyers of competitor's products.
There were also few customers about 12% who had purchase
Alkbous products. It shows us about percentage of prospects of Tea
lovers in overall market of tea products.

Analysis: - It was found out from survey that even though most of
theAnalysis:-
people areInpurchasing
the survey Tea products
it was because
found out of this purchase
that people reason that
Tea
thefrom
products are easily
whatever available
they saw in the
displayed nearbythe
outside shops,
shopssave
. Sotime
the for
preparation , Convenient
company should to used
pay special for snacks
attention ,readychain
to supply available and
management
some of the
of Tea. people
overall purchasing
it is unplannedpackaged
purchasefood products
because of thefor theirprice
lower
satisfaction
structure. and for taste. Influence of friends and relatives and
family member preference has importance for very less people.

Analysis:- From the survey it was found out that 61% people are
Analysis: It was found that in the survey that lot of people likes to
aware of product because of television which is maximum among
buy Tea product from its retail outlet rather than any super market
all other sources. So marketing people in industry should knew
or departmental store. So for grabbing maximum number of
about all aspects tools for television advertising.
customers a company should have lots of its owned retail outlets.

Analysis:- From the survey it was found that people mostly like to
buy Tea products twice in a week or whenever needed. They are
followed by the people who buy the product once in a week
Analysis: It was found that in the survey most of people give
followed by daily buyers. People don’t like to buy the Tea products
their preference to Lipton followed by Alrousaa and Ahmed Tea.
fortnightly.
Delmh, Alrabea and Alkbous are less preferred by the customers.
So Alkbous is already giving a hard competition to major brands
like Lipton ’s and Alarousa and so we need to focus a lot of
scope in the market.

Analysis: It was found that any product most preferred because

19
of its quality and taste followed by its brand image. It may be
possible that because of good income level of people price do
not have any effect on the product preference. Though brand
 CONCLUSION
Findings:
After analyzing the primary data which is collected from the sample with the help of questionnaire and
sensory evaluation form conclusion formed at this ground that:
 Customer purchasing decision is mostly influenced by quality and taste of the product.
 Customer shows a very good loyalty towards brand of Alkbous.
 Alkbous has a good scope in the future for becoming rank one brand in the market of Tea product.
 Customers are well aware of most of the brands.
 Alkbous has less market share in against its major competitors Lipton ’s and Al Arousa.
2. Analysis of objective:
The analysis of the questionnaire gives the following answer to the primary objectives.
o This study tells that the consumer behavior at the market place as planned or unplanned purchasing
decision.
o The prime expectation of customer is to have quality and tasty products.
o Price does not matter to a consumer in the area of study. They are affected by quality, taste and brand of the
product.
o Consumers are well aware of the available brands into the market.
o Demand for Alkbous products are not too high neither too low in the area of study
Suggestions
o Company should increase its product length in tea product.
o They should work on the improvement in the product quality and their unique selling proposition.
o They should have increased their outlet chains to reach large number of customers as the maximum buyers
like to buy directly from the retail outlets.
3. CHANNEL OF DISTRIBUTION:
1. Manufacturer ----- Distributor ------- Retailer------ Consumer.

o This channel will be used to make our product available in the market for customers
'convenience.
o It will be ensured that our product is extensively placed in all the well-known shopping
centers, which comes under our potential and target market area.

2. We will also use Push strategy for our product

o By using various promotional tactics and through media.

o Distribution will be divided in zonal basis, which will be 5 in number.
o We will directly approach retailer by providing credit facility and bonus in form of
incentives.
o We will also provide trade allowances to our distributors and retailer to further intensify
usage of push strategy.

20
 LIST OF RETAILERS AND THEIR LOCATIONS
S Type Market Location '
1 Wholesaler Carrefour Cairo, Alex , October, Aswan,….
2 Wholesaler Saudy Cairo, Alex , October, Aswan,….
3 Wholesaler Spencer Cairo, Alex , October, Aswan,….
4 Agent Ben Athameen Cairo, Alex , October, Aswan,….
5 Agent Okazion Cairo, Alex , October, Aswan,….
6 Distributer Ragab's Son Cairo, Alex , October, Aswan,….
7 Distributer Fathalaa Gomla Cairo, Alex , October, Aswan,….
8 Distributer Royal house Cairo, Alex , October, Aswan,….
9 retailer Sunny Cairo, Alex , October, Aswan,….
1 retailer Carrefour Cairo, Alex , October, Aswan,….
0
1 retailer Saudy Cairo, Alex , October, Aswan,….
1
1 retailer Spencer Cairo, Alex , October, Aswan,….
2
1 retailer Ben Athameen Cairo, Alex , October, Aswan,….
3
1 retailer Okazion Cairo, Alex , October, Aswan,….
4

Distribution Objective
o To use push strategy.
o To enhance the awareness of product among target market.
o To develop a positive image of product.
o To design a promotional campaign in such effective manner so that consumer can
switchover to use our brand from their present brand.

Distribution Strategy
Device Television (CBC, MBC , Al-Nahar , Sada Elbaled , Fatafet , )
Magazines: Women’s, Youm Elsabea , Business world, Elwatan ,Akhbar Today.
Out Door Media Scotch print, point of purchase and banners for introductory phase.
INCENTIVES:
o Consumer Free Sampling
o Distributor More sales commission will be given.
o Retailers As a motivational factor we will tell our distributor to nominate the best retailer for offering yearend
bonus to make them part of the company.

DOOR-TO-DOOR SELLING:

21
In personal selling we will go for the door to door selling, so that to make our product more aware in those areas where
there are no means of doing advertising & also to make people more convenient by telling them the more advantages of
the Alkbous Tea face to face.

PERSONAL SELLING:
We will also hire people to visit different areas of our target market where they will provide free samples. This will be
done in the introductory phase but after the advertisement is launched.

ADVERTISING
At first we will do INFORMATIVE ADVERTISING to promote our product and to build the demand for it in the market.
After the informative advertising we will do reminder advertising to keep the consumers thinking about the product, by
giving the ads on television etc.

BROADCAST MEDIA:
o We will use television broadcasting because it is a mass advertisement media.
o Under this we will select peak hours from 7pm to 9pm We will Advertisement only on CBC, MBC and Alnahar.
o Under the introductory phase our advertisement duration will be standard i.e. 30 seconds for 1 month then for 2
months it will be b/w 15 to 20 seconds.
o In future we will start a sponsored programme on MBC for face care tips.
o Under maturity phase ad for 10 seconds will be given where more emphasis would be given on showing our
brand name.

PUBLICATION MEDIA:
o Under publication media we will use both magazines and newspapers:
o In newspaper we will use image of Friday’s issue and (Friday magazine).
o Under magazines, we will use periodical (monthly and quarterly) like News line.

OUT DOOR:
We will use Scotch print and banners as an outdoor media.
We will select the following area for placing scotch print and banners.
o Elmehwar Road
o Salah Salem Road
o Eltahreer Square
o 6 th October Bridge
o Alexandria –Cairo desert road
o Al korniesh Road - Alexandria
o New Cities Road

22
 o etc

Posters will be placed in all major departmental stores and malls.

POINT OF PURCHASE MEDIA:
o Prominently placed in shelves where the product speaks for itself.
o Display cards near the counters.

1. Exclusive Distribution
Carrefour Market
2. Selective Distribution
Fathala Gommla market
Metro Market
Royal House market

3. Intensive Distribution
Fathala Gommla market
Seoudi market

Traditional Marketing

• Mailers and flyers

• Trade shows
• Events
• Print ads
• Radio ads
• Television ads
• Static signage
• Public relations
• Billboards

Digital Marketing
• Search engine marketing
• Social media
• Blogging
• Inbound marketing
23
 • Text advertising
• Email marketing
• Display advertising
• Guest posting

Hybrid Marketing
Marketing Activities plan

Q1 Q2

Category Sub Category Project J anuary February March April May J une

New category Ongoing

Google Category keywords keywords optimization
Product line - Product XYZ
Facebook Free e-book - lead ads shop now spotlight
Top of funnel
(First touch Product line - Product XYZ
campaigns) Instagram Free e-book - lead ads shop now spotlight

TikTok

Pinterest
Paid Campaigns RM#1 + RM#2 RM#1 + RM#2
Remarketing Cross-channel RM#1: Only cart leavers (all visitors) (all visitors)

Holiday deals New Year's deal

Special Events Winter Final Spring early
Seasonality Winter Sale Sale birds

Product launch Spring collection

Spring personal
Branding Winter days selfi's gifts
Influencers

Lead-gen Spring collection

Website redesign Phase 1 Phase 2 Phase 3

Website

Blog Blog redesign

Inspiring Spring
Weekly Blog posts Winter experiences designers spirituality
Influencers
Blog
inspiration:
Special posts Spring

Keywords Research Research 1 Research 2 Research 3

SEO
Search engine
optimization Link building X20 new links X20 new links X20 new links X20 new links X20 new links X20 new links X20 new links

Distribution boost X3 platforms X3 platforms X3 platforms X3 platforms X3 platforms X3 platforms X3 platforms

Free Content Spring catalog

Lead Magnet
Content 10 minutes:
Podcasts 10 minutes: Experiences Designers 10 minutes: Art

Video Spring
Assets
collection - TV
PR 1 op-in interview

Facebook 1 post a day, 1 video a week 1 post a day 1 post a day 1 post a day 1 post a day 1 post a day 1 post a day
Social Media

Instagram
New content New content New content New content New content New content
Content New content updates: 1/week updates: 1/week updates: 1/week updates: 1/week updates: 1/week updates: 1/week updates: 1/week

Email Marketing
Drip Club members New customers New subscribers

Special Events New Year's deals Winter final sale Spring collection
Product Product
Website Homepage & Blog category #1 category
Facebook#2
Bot Marketing
messanger
Social Media campaign

24
 Events Conferences & Shows Trade show

Meetups Ecosystem Designers Influencers

Offline & Other

Partnerships Affiliates & Referers Add 2 new Add 2 new Add 2 new

Other Biz Dev Partners Add 1 new

Hyprid Grid plot

Facilitate
Better oversee
Disseminate Reach price Acquired Funds product
communication Place Order Assume risks ownership
Communication agreements for inventories storage &
tearms
Marketing channels and Methods

informatiom
movement
Internet Yes Yes yes yes yes yes yes

National Accounting management Yes yes yes yes yes yes

Customers
Direct sales Yes yes yes yes yes
telemarketing Yes yes yes yes

Direct mail Yes Yes yes yes yes yes

Retail store Yes yes yes yes yes yes yes

Distributer Yes Yes yes yes yes yes yes yes

Dealers and value add sellers Yes Yes yes yes yes yes yes yes

PostSales Account
Lead Generation Qualifying Sales Presales Close Of Sales
Serviece Management
Internet BIG Customers BIG Customers BIG Customers
Marketing channels and Methods

National Accounting management BIG Customers BIG Customers BIG Customers

Direct sales All customers All customers All customers All customers All customers All customers

Customers
Telemarketing Big And Mid customers Mid customers Mid customers All customers All customers

Direct mail All customer All customer small Customers small Customers small Customers

Retail store All customer All customer All customer All customer All customer All customer

Distributer All customer All customer All customer All customer All customer All customer

Dealers and value add sellers All customer All customer All customer All customer All customer All customer

4. Promotion:
The promotion is the most important point to launch our products because we want to be able to compete
with our biggest competitor LIPTON & ELAROSA & AHMED TEA. We want to focus on this point
because the Egyptians like to purchase bargains or buy products that offer free gifts. Other brands do not
offer as many promotion and free gifts. This is why it is important to focus especially on the Promotion
activities of the marketing mix. We are going to set up original events in order to attract new customers and
consumers of other tea brands.

25
 1. Target Audience:
based on segmentation and targeting.
Age 18 to 60+
Gender Male and female
Family size Small and big family
Income High and low income
Location All
Type Green tea, Flavor tea, Teabags, Powder

2. Determine the communications objectives

Purchase intention promoting buying action:
-Change target consumer's perception of Alkbous in Egypt by convincing them that Alkbous is a relevant
and inspired brand for older and young adults.
-launching for the tea.

3. Design communications
Massage strategy (Appeal to product or service performance)
From natural fields -the finest tea plantations in the world- comes AlKbous Tea, tealeaves are carefully
selected and daily harvested manually to guarantee its containment of the high quality, unprecedented taste,
and emphasize its unmatched purity.
Creative strategy (Informational appeals)
Creative strategies are the way marketers translate their messages into a specific communication.
Information appeals will be provided regarding its name awakening advertising campaigns will be run in
the Egyptian market.

Message source
-3ADEL MAZAGK W TA3 SHRAB SHAY (MESSAGE)
-Source: Celebrity Ahmed sheba
-Chanel: YouTube, TV, and radio

4. the promotion mix to use

 Promotion in the supermarkets:
Set up a stand: we want to set up a stand in the supermarket in order to make tasting to the supermarket’s
clients. The stand should be placed between the fresh food and the food with the aim to attract all the
consumers. The stand should represent the brand with the color of the company, the logo, of Alkbous Tea.

26
 the stand could be shaped like a HAT. Moreover, the hostesses can give some presents to the children like
plastic hats, balloons with the logo of the brand and pens with the logo.
o During the launch of our product (one week), all the customers at the supermarket will receive a sample of
“AlkbousTea” for free.
o Promotional offers during the year: If a client buys a box of 150 bags, he will get a free cup or a
spoon or a little kettle.
o During two months, we can organize a game: when you buy Royalty, you win some points
and with certain numerous of points, you can get a present which represents the brand image.
 Promotional event for ALKBOUS Tea launching:
During one weekend in a big city in Egypt (preferably cairo) we will organize a big event.
o In the street, there will be hostesses with special clothes (HAT clothes) who will distribute samples and
cups with tea to offer the product to passer-by. They will distribute flyers.
o There will be a show about the theme of ALkbous Tea with flags of our brand. After the show, they will
hand out flyers the people can fill in so as to win the weekend trip.
o At the end of the event, it will have a drawing of lots. The winner will receive the present (tea
boxes) via post way
- For the child, there will be inflatable game in HAT shape.
- In the street there will be a lot of decoration of the brand image.
 Advertisement: -
At the beginning, the strategy is to focus on the Internet, the radio and on daily newspaper (Almasry Eyom
etc) to reach a lot of customers. These media are noticed by a large target group which will help the firm to
be known.
After six months or one year, we will begin a campaign on television, in magazines and on airports.
 Public Relations
Macke several articles written about company Articles are used to demonstrate that the company is
innovative and experts in the tea business. This is used to build brand credibility and to distance itself from
rival tea company’s.

Establish the communication budget:

Marketing Promotions Responsibility Control Timing Costs

Strategy System
27
Marketing Advertisement on Marketing Monthly Whole 5 million
communication TV, internet, radio, Managers sales year
campaign newspapers, figures
(NONPersonal) campaign ad on the
street
Marketing Set up special Marketing Count Nov 2023 500.000
promotion stand for Managers, Sales customers ‫ــ‬
campaign personal selling managers, Counter and monitor Feb 2024
(PERSONAL) staff Supervisors sales per moth
organize Marketing Count Feb 2023 600.000
promotional Managers, Participants
event in Egypt Supervisors,
Hostesses
Promotional offers Marketing Produced Nov 2023 700.000
free gifts with Managers, output figures –
purchase Production Mar 2023
Managers
Organize sweepstake Marketing Jan 2023 600.000
“Weekend trip” Managers –
Feb 2023
Loyalty scheme Marketing Customers Whole 800.000
“Point system” Managers, taking use year
Customer Service of point system
Distribution of free Marketing Count First 500.000
samples to Managers, Customers week
customers at cash Cashiers, of Nov
point Supervisors 2023
TOTAL 8.700.000
BUDGET

 Products/Services offered (Annex)

28
 Competitors:
29
 1- Lipton

30
31
 2- Ahmed Tea

32
33
34
35