THE MARKETING PLAN

PART III

MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS

Introduction

Green tea is used as a meditation in japan. It is a very important tradition that has a lot of
meaning within a culture. The tea event represents purity, peace, respect and harmony and
many preparations go to this important event. In 2018, the individual consumption rate of
green tea in Japan was 680 grams per person. Green tea in Japan includes a variety of
products, including the highly produced senenca, well-matched matcha, and other blended
products such as genmaicha.

Many experts recommend drinking about 3-4 cups of green tea a day to get many benefits of
green tea. That is why we offer our product Green Tea and Jaggery (gurd) (Kokutō).

The Product

1. Relative advantage

Most of the health care doctors have discovered that green tea is a healthiest beverage on
earth. Green tea has anti-oxidants which are very good for health. Jaggery has its own
advantages, and we are providing our customers a package of both. Our product is very much
popular in Pakistan. We will use the combination of Qahwa and Jaggery to our advantage as
no one in Japan is providing this product right now.

2. Compatibility

Consumption of green tea in Japan is very high. In Japan, 72.3% of people drink
green tea daily in Japan, people older than 50 years, 94% of them drink green tea daily. They
also consume jaggery, but we are giving them the combination of both.

3. Complexity
 Adjusting in new environment, dealing with total different culture and get along with
their norms and values. Japan is a whole new country as compared to Pakistan. Everything is
different, their daily life, their work routines, norms and values and their culture. It will be bit
difficult for us to adjust ourselves and our product in their environment.

4. Trial ability

Potential users want to see what your idea can do and give you a test before
committing. To bring our product to larger users, we will conduct free sampling without the
excess of sales equipment, and other sales outlets. Potential users can then easily feel the
change and freshness that our product will create in their daily routine life.

The Market

1. Consumer buying habits

a. Product-use patterns

They consume 6-8 cups of tea in a single day. Their consumption of tea is very high.
As tea is part of their culture and their tradition. In Japan, tea is more than just a hot drink. It
is a very important ritual that has a lot of meaning within the culture. The tea ceremony
represents purity, tranquility, respect and harmony and a lot of preparation goes into this
important event.

b. Product feature preferences

They prefer aroma, or when it is flavored. Even something as simple as lemon and
ginseng can really brighten up the tea for them. They like flavored tea, most Tea in Japan Is a
Grassy, Toasty, and Nutty Assortment of Rejuvenating Beverages.

2. Distribution of the product

a. Typical retail outlets or Wholesales

Our product will be available at both points as well as in vending machines. Japan has
the highest density of vending machines worldwide. Japan has the largest number of sales
people in the world. There is approximately one sales machine for every 23 people, according
to the Japan Vending Machine Manufacturers Association. Annual sales are over $ 60 billion.
And they are marked with amazing variety. The sales machine can choose the best we can
offer our product to the top customers.

3. Advertising and promotion

a. Advertising media usually used to reach your target market(s)

Print Media, Total circulation of newspapers in the country include 71,896,000 which
is the highest among, radio listeners, social media users, We intend to add pamphlets which
will show a cartoonist character of Kitty having tea. On next page, we will furthermore
elaborate our product and its health benefits. We will also user social media (like Facebook,
instagram, LINE Twitter and TikTok.

b. Sales promotions customarily used (sampling, coupons, etc.)

In start, we will provide free sampling for brand awareness and customer’s reaction.

4. Pricing strategy

a. Types of discounts available

To attract more customers, we will offer promotional prices. From sachet to family
pack, we will provide discounted price for initial promotions.