1. General issues
The «Sir Kent» company – is a large tea products manufacturer. The tea has the same name «Sir Kent». The range of products is quite wide and includes about 20 articles. The main assortment groups are green tea, black tea and red tea (Karcade).
During the last 3 years the sales volume of the «Sir Kent» tea has lowered approx. twice. This is due to strong competition on the tea market, as well as absence of marketing policy of the company.
To keep its position on the market of tea products, «Sir Kent» decided to introduce a new type of product to the market – the «bigpac». This is broadleaf Indian black tea in an economy plastic pack – 0,5 kg.
Before the development and introduction of the product (bigpac) into the market the company has carried out a market research (questionnaire survey), which analyzed the answer to the following question «What is your main criteria while choosing tea?". The results were as follows:
Table 2. Choice criteria
|Criteria |Per cent of the general volume, % |
|Price |45% |
|Package (outer look, size) |30% |
|Leaf size |14% |
|Brand name |11% |
|Total |100% |
The main... [continues]
Cite This Essay
(2010, 12). Marketing Paper. StudyMode.com. Retrieved 12, 2010, from http://www.studymode.com/essays/Marketing-Paper-527156.html
"Marketing Paper" StudyMode.com. 12 2010. 12 2010 <http://www.studymode.com/essays/Marketing-Paper-527156.html>.
"Marketing Paper." StudyMode.com. 12, 2010. Accessed 12, 2010. http://www.studymode.com/essays/Marketing-Paper-527156.html.