TEasy is a Tea/Coffee Maker which Remembers

the Perfect Cup of Tea/Coffee for The Right

Person with Perfect Amount of Ingredients. It has
Data Base to Remember People's Profile. The
Fingerprint Recognition and Smartphone App
along With Calorie Management, Make the
Experience More Fascinating.

TEasy Name:
Roll No.:
Course:
Project:
TEasy; An introduction
TEasy is a Tea/Coffee Maker, which remembers the Perfect Cup of Tea/Coffee for The Right
Person with Perfect Amount of Ingredients. It has a Data Base to Remember People's Profile.
The Fingerprint Recognition and Smartphone App along with Calorie Management, make the
experience more fascinating. It is product for those consumers who are trendy, health conscious,
and want to adapt a healthy and balanced lifestyle while maintaining the hygiene.

Business Name: TEasy

Product: Smart and Organic Coffee Maker

Vision: Coffee made easier

Mission Statement: We strive to offer the best customize coffee experience for the health-
conscious people from the convenient of home.

Business Description
Our business is to provide customize coffee marker
for home coffee making. It is a consumer product
that will be sold directly by us in the beginning, but
we can extend it to sell through other partners in
later stages seeing the sale trends. TEasy is a
tea/coffee maker that has a special system of
memorizing the details of the choices that the user
has made for his type of perfect tea/coffee. It has a
fingerprint system that enables the user to get the Tea/coffee he had taken before. Not only this
it also tells about the number of calories, fats and grams of sugar. It has the range of profile
memorization of 12-15 people. Not only this, it also had the option of making a quick cup of tea
or coffee with standard ingredients.
Seeing the trends in coffee consumption, it can prove a lucrative business as more and more
people are moving towards coffee. Also, after the Covid-19, people are reluctant to consume
commercial products because they do not feel it safe to go out and buy coffee from coffee shops.
There is also currently no such alternative in the market that offers such coffee maker that can
be set as customize and keeps the track of calories and other ingredients.

Consumer Utility
The product solves a key pain point of the consumers in the UAE market, there is a segment of
people who regularly consume coffee and they are very conscious about their lifestyle, but they
cannot afford to make a standard coffee
according to their calories in-take regularly
because of short time as they have a busy
routine. This machine will help these consumers
to make a coffee according to their calories
requirement anytime. The major utility of this
product is the customize setting of the machine
and its ability to connect it with your mobile
phone. It keeps the track of the ingredients and
calorie count.

Our target market consists of people of the age group of 30 or above and mainly those who
belong to the elite class. If consider, the surveys and audit report this certain class and age group
is more interested in buying the product as compared to the lower or middle class. So, we have
narrowed down our target audience to family of 3 or members which drink tea having some
members above 35 with a monthly income of AED 5000 or more enjoying a good lifestyle and
belonging to an upper class.

The reason behind positioning it at a high price is that it is different from its competitors because
of its innovative features and quality of the product. Its function of profile memorization is
something new and different in the marketing. Hence, we can say that Teasy will provide the
experience of your perfect tea and coffee with convenience and quality.

Market Research of UAE and Market Economy

A recent research conducted by 6W research for the period of 2020-2026 reflects that coffee
demand is increasing in UAE and the country is one of the most developed coffee markets in the
Middle East region. Since the diversity in the country is increasing, therefore demand for new
products and is increasing and food and beverage trends are evolving. This is a detail research,
which seems to be a positive market signal for our proposed product.

The economy of UAE is 27th largest in the world with constantly increasing GDP growth rate of
4.34%. It is mainly dependent on oil, tourism, and real estate, and it is home to many corporate
businesses around the globe as a huge business community lives in several parts of UAE such
Dubai, Riyadh and Abu Dhabi. These statistics reflect the quality of life of the people living in UAE,
they have reasonably good household income and can afford to live an improved life. It is one of
the richest countries in the world with
respect to per capita income. The
economic factors of UAE seem to be
positive for our proposed business idea,
as out idea mainly targets the consumers
with high incomes who can afford
adopting a better lifestyle. The overall
economic conditions are suitable for the
business expansion and growth of our
proposed idea as the UAE is a huge country and have good prospects seeing the trends of
migration to UAE. Its population is forecasted to be increased over the coming few years which
is a positive reflection for our business. The economic conditions are also suitable for the
operations of the proposed business because the country generally is welcoming towards
innovation. Also, there would be no such hurdles for maintaining a good supply chain from other
countries because of the business reputation of the country and the growth opportunities it
offers. The innovation adoption rate is also good as compare to other countries because of the
modernity and better literacy rate. The social values of people in this part of the world are
evolving and they are moving more and more towards technology and innovation in their daily
life, as UAE is home to one of the pioneers of innovation businesses.

Marketing Mix (4 Ps of Marketing)

Product

TEasy is a fascinating product for the hot coffee and tea lovers. The product is specially designed
for the people who actually love their cup of tea/coffee and cannot compromise on the taste.
TEasy will create a two-way relation with tea/coffee lovers, creating customer intimacy. It
presents a perfect cup of beverage for the right person by remembering its users.

The main features of Teasy are:

 Memory

TEasy remembers you. It has a proper database. The user can set ingredients’ amount
right according to his/her taste (which is very convenient and easy as well) and will be
able to grab the same perfect cup through his/her saved profile later as well. Moreover,
it also remembers how much cups you have consumed in the last week along with
ingredients’ amount and gives you a summary of how much calories you have consumed.

 Fingerprint and Touch Sensors

TEasy has a Fingerprint sensor to access a particular profile in the most convenient
manner. After scanning, the person will be logged on to his/her profile where he /she will
be able to select which beverage (tea or coffee) he/she wants or if he/she want any
change or customization in his/her preferences. In case a person does not want to create
a profile, he can avail standard tea/coffee cup option.
  Smartphone App
TEasy supports a simple smartphone app through which a person may access his profile
or even order his/her beverage without even going near to TEasy. This feature has been
introduced when a person does not want to move personally to grab a cup but through
some other person which is closer or something.
 Design
TEasy has a very beautiful and attractive design. The small and a light size makes it easy
to carry and use. The outlook is very professional and sophisticated. This stylish design
has also much competitive advantage over other similar products which are heavy to use
and are less portable as compared to TEasy.
 Customer Care
Teasy will have a well-defined money-back/repairing warranty for a specified period.
Moreover, an appropriate customer service will also be provided. Complaints or feedback
could be given through the app and appropriate actions would be taken against those
complaints as soon as possible.
 Product Differentiation
In a nutshell following are the leading differentiation features of Teasy from other Tea
Makers and conventional methods:
o Customized Cup for Every Tea/Coffee lover
o Introduction of Technology (Fingerprint sensor and Smartphone app)
o Track of amount of beverage consumed along with ingredient amount.
o Convenient and faster than conventional tea making method (sauce-pan method)
o More energy efficient as compared to other tea makers

Pricing

Since TEasy is going to target the niche market of elite and upper class of the society, the pricing
of the product will also be relatively high. The innovative and attractive product will be available
to its customers in the price range of AED 1500 to AED 1600. Our competitors also offers product
of similar price range.
Our product provides our customers with better quality, new technology and more features with
in the same price which makes us superior to competitors and gives our product a competitive
edge in terms of features and value for money as well. This price range will help the brand as well
to achieve the balance between achieving the break-even and earning profits in the acceptable
time and satisfying the customers. In a nutshell, adding value to the both sides.

Placement

To differentiate our product from our competitors, establish a brand image among consumers
and reach maximum customers of our target segment we will position our product in developed
and posh areas of the city. We will pick those stores for our product, which are in areas where
common consumers belong to upper class. We will also have our own outlets in some specific
areas of city where in addition to our product we will also provide customer care.

Promotion

Since TEasy is a new-launched product, it needs a lot of advertisement and promotion. We have
to set in the minds of the purchasers the product is reliable, high quality and one of the kinds in
the market. To promote our product, we will use following means of advertisements.

 Television Advertisement
 Expo Center
 Sponsorships
 On ground promotion
 Social Media Promotion
Action Plan
We will apply our positioning and promotion strategy as follows:

Placement Action Plan

 Departmental Stores
It is matter of common experience that the wealthy people i.e. belonging to the upper or
the elite class of the society mostly purchase home appliance and groceries through the
big departmental stores of the cities. Therefore, the main suppliers of Teasy will be the
several big departmental stores of the city.
Outlets will be opened in specific areas of cities where company’s sales person will be
directly selling the product. This outlet will not only sell products to customers but also
provide assistance in case of any query or maintainers. This will help the brand to
maintain the brand image and provide the best possible product and service without
risking of disturbance in good-will.

 Online Website
TEasy will also be available online through the official website of the company and will be
deliver to the doorstep of the customers. Our product won’t be available anywhere online
except for the company’s official website.

Promotion Action Plan

 Television advertisements
The advertisements of TEasy will be broadcasted through TV screens during the morning
time on the Morning show and cooking channels to attract the housewives. On the other
hand, news-channels will also be targeted especially after evening, when most of the
elder males of the house are watching news.

 Sponsorships
We will try to promote TEasy through the platform of Morning show. The sponsorship will
help a lot in targeting the female audience. It will also help us to stay connected with our
 actual purpose, since the most favorite-time to have a cup of coffee for actual coffee lover
is fresh and healthy morning time. Moreover, professional and well-reputed YouTubers
related to ideal lifestyle will also be very helpful in promotion by sponsoring their videos.

 Expo-Centers
Expo-center are relatively less expensive and one of the best ways to reach to the
audience which is interested in new and innovative products. We will present our product
in expo-centers to attract the respective audience.

 On-Ground Promotion

The well-suited, professional and people with excellent marketing skills will be designated
in several shopping malls, departmental stores and high-end appliance selling stores to
attract the people towards the product. As our product is new in market, it is important
to have sales force which will cast an impression which is perfect for product and is long
lasting in order to build customer relationship. Moreover, the product will also be
promoted through the boardrooms and meeting areas of several hotels and offices to
attract the elite and professional class. Our company’s representatives will also be placed
in those so that can demonstrate our product to those executives if feasible.

 Social Media Platforms

We will also make a strong presence on social media sites such Facebook, Instagram etc.
We will try to make a brand image of the product through innovative and amazing ads
run on these social media sites. We will also hire some social media influencers to
promote our product.

Break-Even Analysis

Assumptions

 Promotion Cost has been taken as 20% of the Per unit product price
 The average salary of workers and staff has been taken as AED 13000/month.
 Production Machine depreciation cost has been taken as AED 2500/year.
  Break-even year 1 includes onetime investment cost.
 Break-even year 2 doesn’t include onetime investment cost.
 The Currency used for analysis is AED (UAE Dirham).

One time Investment (AED)

Machinery and Equipment Cost 190,000
App and Web Development 2500
Total 192,500

Fixed Cost (AED)

Per month Per year
Production Plant Rent 1200 14400
4 Company Outlet rent 9500 114000
Salaries 13000 156000
Machine Depreciation 2500
Misc 2500
Total 23700 289400

Variable Cost (AED) Per unit

Total Production Cost 700
Promotion Cost 300
Total 1000

Per Unit Selling Price 1500

Fixed Cost 289400
One time Investment 192500
Variable Cost per Unit 1000
Contribution Margin 500

Breakeven Year 1 963.8

Breakeven Year 2 578.8