Tetley: Strategic Marketing Management

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TETLEY
Presented by
“Joyce Chahine “
AND
“LAYAL AYOUB”

MKT 600: STRATEGIC MARKETING MANAGEMENT

1-EXECUTIVE SUMMARY:

2-THE COMPANY AND THE SUGGESTED PRODUCT DESCRIPTION: (brief)

3-STRATEGIC FOCUS AND PLAN:
Mission Statement
Goals (financial, non-financial)
Core Competency and Sustainable Competitive Advantage

4-SITUATION ANALYSIS:
SWOT Analysis (mini introduction and figure)
Industry Analysis/Trends
Market / Competitors
Company Analysis and Customers

5- New-Product Market Focus
Marketing and New Product Objectives
Target Market (s)
Positioning

6-Marketing Program:
Explain the Four P’s

7- Financial Data and Projection (brief)

8- Implementation Plan (brief)

9- Evaluation and Control (brief)
THE COMPANY AND THE SUGGESTED PRODUCT DESCRIPTION:

The Fawaz Holding Company’s core undertaking is to benefit and refresh everyone it reaches. Socodile Sarl was the first business activity of Fawaz Holding. The company was registered in Beirut on the 28th of November 1977and specialized in mid to high-end range of beauty, fashion accessories and personal care items that are the focus of a long-term development plan. Its goals are to manage leading brands in their categories. Its strategies are designed to gain market share by building and reinforcing brands equities through ATL & BTL activities. Their experience cannot be separated from a set of values which were developed during the course of conducting business and which have become the reference in their business dealings. In an environment in deep change, these values help us meet the challenges ahead. They are the followings:1-       Perseverance 2-       Right execution

3-       Ethics
4-       Vision
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Brief description of the new product
Today, tea is the most widely consumed beverage in the world after water .So we can say that the introduction of a new tea brand is a logical choice. Tetley is a very good combination of Green Tea and Herb Tea who lose weight. If you're looking for caffeine free herbal teas with lots of flavor, you've come to the right place. We have a wonderful selection from which to choose - whether it's raspberry, mint, chamomile, and many more. And let's not forget our special feature. Each and every tea bag is overwrapped and sealed in a stay fresh foil packet so that all the goodness stays in until you get ready to have a cup of tea. If you've never tried loose tea before, don't be afraid. Each package has very thorough brewing instructions. It's really very simple to make a delicious cup of tea using loose leaf tea. It will bring an entirely unique drinking experience to its consumers. STRATEGIC FOCUS AND PLAN:

Mission Statement:
Fawaz Holding mission was to create a new worldwide brand design and graphic style to express TETLY Tea brand statement: ‘Drink Positive!’, implemented on packaging design, merchandising and POS material. They created a graphic style capable of showing an optimistic and positive relationship with the world. Someone Quoted: “We are committed to providing our customers with high quality natural foods and tea products. We are growth and profit oriented. We conduct our business responsibly to achieve a superior financial return balanced with our growth benefiting our shareholders employees and fulfilling our commitment to the community and the environment´”. Goals : Strategic Growth Plan and vision for the future

It will be Available in over 110 countries, particularly popular in Europe, North America, Africa and the Middle East, parts of Asia and Australasia (Australia and New Zealand) Their vision is to provide the best quality tea that will beat Lipton the number one tea in the world today. Tetly offers an option to tea lovers to enjoy their favorite drink in an exciting and refreshing way.

Itwill be one of the world's great refreshment brands, making a big...
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