Zero Based Marketing Plan

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Table of Contents
Executive Summary2
1Introduction3
2Segmentation and Targeting3
2.1Segmentation3
2.1.1Table 1 Market segmentation4
2.2Targeting5
3SWOT Analysis6
3.1Strengths7
3.2Weaknesses7
3.3Opportunities7
3.4Threats8
4Conclusion and recommendations8
4.1Marketing and communication objectives8
4.1.1Marketing objectives8
4.1.2Communication objectives9
4.2Recommendations9
5References10

Executive Summary
The purpose of this report is to develop a zero-based marketing communication plan for Dasilver Inc, a company that is about to launch a new herbal tea based beverage in the South African market. The name of the brand is called Silver chamomile and honey bush tea. This will be new to the market because it is a blend of the two most popular herbs in the herbal tea market. This tea has benefits which include mental agility and alertness, general health booster, immune booster, reduces skin irritation and other medicinal advantages. This market will be segmented into three segments using demographics, psychographics, benefit sough and user rated segmentation bases. Then the target audience will include customers within the 21 to 35 age group, whom are open to new experiences and are innovators. These consumers are medium to heavy users of tea and are looking to reduce their weight, drink the tea for enjoyment and just for relaxation. The major SWOT analysis finding include that the herbal tea market still has some untapped segments such as the blended herbal tea. No such blend as the one being launched on the market exist with any competitors so this will be a competitive advantage for the brand. One of the major threats that exists is that there are major competitors that have been in the market for some time. The main marketing communications objectives are to gain a 10% market share from the 27% that remains untapped within the first year of the product being launched. Also have 65% of the target market made aware about the premium product being launched and the benefits of the product are made aware at the same time.  

1Introduction
The purpose of this report is to outline the zero-based marketing communication plan for a new brand entering the Tea market, and specifically the herbal tea based beverage market. The company called Dasilver Inc is launching a new brand into the market and the brand is called Silver chamomile and honey bush herbal tea. This product has the qualities of chamomile which has distinct taste, and a sweet scented aroma with many various health benefits such as strengthening the immune system, relaxation and eases skin rashes. At the same time, it has accompanying taste of honey bush with the health benefits which are related to high mental alertness and weight loss and boosting the immune system for better vitality. This brand will be launched in the South African market. The South African market has seen major growth from the year 2000 with the highest percentage growth seen in 2006-07. According to Euromonitor, (2008) this changed the outlook of the tea sector considerably and in 2007 manufacturers became increasingly focused as they sought to gain a competitive edge in this burgeoning sector. Consumers sustained this renewed interest in tea in 2007, particularly outside black standard tea. The Product by Dasilver Inc will face competition from the main market leaders which include National brands Ltd, which had 35.17% of the total market share, the followed by Nestle’ which had 28.46% in the year 2007. There is potential in this market because the other 27% constituted products that did not do very well hence ended up sharing the little market share. The South Africa political conditions are very favourable as it is a democratic state and the economic conditions continuously keep flourishing with continuous local and foreign investment hence making the country a power house of southern Africa. For a product like tea, the social conditions...
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