Team Second String

Launching a new tea brand in the market under the umbrella of already renowned “TEER” brand in the market.

We have to create a sustainable system that will help the TEER branded tea to survive in this saturated market in the long run.

1% 3% 1%
1% 5%
Ispahani 1%
4% 12% Ispahani
HRC
HRC
TEA 33%
MARKET 26% 45% Brooke Bond Finley
Taaza Tetley ACI
51%
Finley
AMCL Pran
19% Tetley ACI Others

Consumer segment MARKET INSIGHT commercial segment

Ispahani is the undisputed MARKET LEADER

CRITICAL SUCCESS FACTORs in the BrandedTea Market

1 Effective Branding 2 Product/ Packaging Innovation 3 Efficient distribution and sales network

Assuming the fact that TEER tea, as a brand will have access to Critical Success Factors 2 & 3, we are going to focus on
factor 1 - building an effective and strong brand – to help the brand survive in this saturated market in the long run
 TEER brand has been known in the past to
enter mass consumer goods’ markets. Thus
we tended for such a huge Target Group
Consumer segment (TG1 + TG 2) as it matches the company
Home Consumption Commercial / bazaar segment portfolio Indifference
towards
Tea stalls/ Vendors product/
Appreciates feature based
the good branding
Premium Buyer Economic Buyer color of
Primary liquor
Buyers
Primary
Buyers Store Keepers

Seeks higher
order values

The
Influencers

The Distributors
Wants to
Influencers gain energy
Home Makers
through tea Prone to
holding
This group is brand & image conscious. These group is not very brand conscious & constructive
Effective branding efforts coupled with using is very price sensitive will respond to monetary discussion
Psychographic Profiling
incentives and indirect trade marketing efforts to over a cup of
right channels to reach the primary buyers of potential consumers tea
and secondary influencers will yield in sales please the distributors will yield sales from TG 1 & TG 2
 Team Second String

সজাগ
নাগরিকেি-
সজাগ চা
সজাগ চা

Brand Name Brand Logo Brand Tagline

SHOJAG TEA honors the citizens who are vigilant (সজাগ) against the injustices in the society. These are people who stop eve teasing, speak up against
sectarian violence and averse to bribing practices. We believe these are the people who challenge the status quo and will bring positive change in the society.
And we at SHOJAG salute these individuals and have brought the best quality tea for the best kind of people. You and us together- change is bound to come !
 Team Second String

We aim to provide our customers with fresh, good quality, aromatic tea of the finest blend and offer them the best tea-drinking experience.
TEER SHOJAG also acts as a symbol of a more conscious society, reflecting values of compassion, social responsibility and moral correctness. We, at TEER SHOJAG envision a
society in our country where people will set aside their prejudices for upright moral standards and will be actively engaged in constructive discussion over a cup of finely
blended TEER SHOJAG TEA !

Bangla Font Supporting Font English Font

TEER has been a renowned brand under Citygroup’s tutelage. TEER has been
The Primary Color here is the green, which represents social responsibility, responsible for bringing out mass market consumer goods and has been able
harmony, freshness and a need for belongingness to a cause. On the other to make a name for itself with the motto of : “Hygiene, Health & Excellence”.
hand the white stands for peace and the dark grey represents the lack of it. With that pedigree in mind TEER has now focused on the branded tea market.
 Team Second String

COMPARING MARKET POSITIONINGS OF EXISTING BRANDS

In a market dominated by mostly homogeneous offerings, people are mostly habituated to product-related branding efforts that have been the
norm of the industry since the beginning. We, therefore, propose a branding and positioning strategy that veers clear of the status quo and
incorporates higher-order values into the brand and rivets the consumers’ attention to the values the brand stands for.
 Team Second String

TEER Shojag provides socially responsible, upstanding citizens of Bangladesh with finely blended, aromatic, premium quality tea. The TEER brand has
always characterized health, hygiene, good values and excellence that has lead to a history of rewarding our good customers with superior quality.

Consumers are desynchronized with product-based branding

Homogeneous positioning strategies posed by competitors

Incorporates the vision of an actively moral society

Appeals to the moral standards of consumers আরি বাল্যরববাকে রবশ্বাস েরি না। আপনাি মিকেকে
স্কুল্ এ পাঠান। - মিাোম্মাদ িরিে
Brand message empowers consumers to be better versions
of themselves

Makes the brand “more than just a tea”

সজাগ নাগরিকেি- সজাগ চা