This Presentation is made by student of ASA University Bangladesh. Its a presentation of cold coffee. it is a product from our imagination company ATMM Company.

1. Welcome to Our
Presentation

2. Our Presentation topic:
“Marketing Plan of Tefee”

3. Group Members:
1. Md. Baitur Redouan Shakil 14-2-12-0062
2. A.H.M Musfiqur Rahman 14-2-12-0058
3. Tasnuva Tabassum 14-2-12-0063
4. MD. Mehedi Hasan 14-2-12-0066

4. Introduction
People started to perish under the scorching heat of
summer in our country. They need drinks that refresh
themselves. The Tefee is mix of tea and coffee. So, the
consumer of Tefee can get the taste of tea and coffee
both.

5. Current Marketing Situation
Tefee, is a new brand of ATMM company which
established by four entrepreneurs. Research shows
that 70% to 80% of people like to drink cold coffee,
and 50% to 60% of the population like cold tea.
Usually people prefer to drink cold coffee and tea all
the time except winter season but about 9 month of a
year are summer that’s why people like to drink cold
coffee and tea.

6. Market Description
Tefee’s market consists of any kinds of people who
prefer to drink for refreshment and energy; anyone
can refresh their mind and entertainment on the go.
Specific segments being targeted during the first
year include professionals, corporations, students,
entrepreneurs. Buyers can choose among brands
based on several different tastes according to their
demand: Ispahani tea, Lipton tea, Taza tea Tetly tea,
Kazi tea etc.

7. Product Review
 Name of the product: Tefee
 Category of the product: Beverage
 Ingredients: Caffeine, Sugar, Mate, Chocolate, Water, Ice-Cream.
 Container: Tefee will use Plastic pack for cold tefee and jar.
 Labeling: Product name and company name.
 Size of the product: 250ml and 500 ml.
 Estimated durability: 2 month.
 Brand Slogan: Taste You Desire !
 Production process: It will produce by mixing caffeine, sugar, mate, chocolate
and Ice-Cream.
Product Benefit:
 It provides the maximum refreshment
 It can boost physical performance.

8. Competitive Review
Nescafe: The market leader in coffee, Nescafe
offers a wide range of products for personal ( 3 in 1)
and professional ( 450 gm pack, 165gm , 750 gm
etc) use. Nestle began developing an instant coffee
brand in 1930, at the initiative of the Brazilian
government, to help to preserve the substantial
surplus of the annual Brazilian coffee harvest.

9. Competitive Review (cont’d)
Kazi tea : Kazi and Kazi is the only organic tea grower
in Bangladesh.KK tea has its export channel, Teatulia,
in the USA. KK has many types of tea product such as
Tulsi Tea, Ginger Tea, Black Tea, Green Tea and many
more. KK is a very important competitors in Tefee
market.

10. Competitive Review (cont’d)
Ahmad Tea: Ahmad Tea is a tea company based in
London, England. The company produces a range of
tea bags, loose teas and gifts including: black
tea, green tea, flavored teas, and herbal teas. Ahmad
Tea distributes to over 80 countries on six
continents.

11. Channels and Logistics Review
Super Shops: All super shops in Bangladesh such as
Shopno, Agora, Prince Bazar, Mina Bazar will carry ATMM products in
stores, in catalogs, and online.
 Retailers: All retailers in Bangladesh carry ATMM products in
stores.
 Online retailers:Amazon.com will carry ATMM products
and, for a promotional fee, will give ATMM prominent placement on its
homepage during the introduction.

12. Strengths, Weaknesses, Opportunities,
and Threat Analysis
Tefee has several powerful strengths on
which to build, but our major weakness
is a lack of brand awareness and image.
The major opportunity is the demands
for refreshing drinks deliver a number
of valued benefits, reducing the
tiredness of the person.

13. Strengths
1. Innovative product. The Tefee offers a combination of
coffee and tea that would otherwise require customers to
taste both of the tea and coffee at a time.
2. Healthy. Our product ensures the health benefits and will
also remove the toxin which causes tiredness.
3. Pricing. Our product is priced lower than many competing
product in the market. None of which offer the same taste,
which gives us an edge with taste conscious customers.

14. Weaknesses
1. Lack of brand awareness. Tefee has no established
brand or image, whereas others have strong brand
recognition. We will address this issue with
aggressive promotion.
2. Ingredient’s specifications. To counteract this
weakness, we will emphasize our product’s benefits
and value-added pricing, which are two compelling
competitive strengths.

15. Opportunities
1. The market for tea and coffee is growing so fast. Growth will
accelerate various capabilities become mainstream, giving customers
the flexibility and remove their tiredness and they will be able to do
their work after drinking it. Refreshing drinks are already
commonplace in public, work, and educational settings, which is
boosting primary demand.
2. Cost-efficient refreshing drink. Better refreshing drinks is now
available at a lower cost than ever before. Thus, Tefee
can incorporate advanced features at a value-added price that allows
for reasonable profits.

16. Threats
1. Increased competition: More companies are entering the
Bangladeshi market with different and uncommon refreshing drinks
which main ingredient is either tea or coffee that offer some but not all
benefits provided by our product.
2. Downward pressure on pricing: Increased competition and
market-share strategies are pushing such refreshing drink's prices
down.
3. Compressed product life cycle: Refreshing-drink has reached the
maturity stage of their life cycle more quickly than earlier products.
We have contingency plans to keep sales growing by adding new
ingredients, targeting additional segments, and adjusting prices as
needed.

17. Objectives and Issues
 First-year objectives: During the Tefee’s initial
year on the market, we are aiming for unit sales
volume of 20 million.
Second-year objectives: Our second-year
objectives are to sell 30 million units and break
even early in this period.

18. Issues
In relation to the product launch, our major issue is
the ability to establish a well-regarded brand name
linked to meaningful positioning. We will invest
heavily in marketing to create a memorable and
distinctive brand image projecting innovation,
quality, and value. We also must measure awareness
and response so we can adjust our marketing efforts
as necessary.

19. Marketing Strategy
Tefee's marketing strategy is based on a positioning of
product differentiation. Our primary consumer target is
middle- to upper-income professionals who need to refresh
and restart themselves by such a drink to coordinate their
busy schedules. Our secondary consumer target is college
and graduate students who want to give their best on their
study and related works and want to stay energetic all day
long. This segment can be described demographically by
age 18-27 and educational attainment level.

20. Positioning
Using product differentiation, we are positioning the
Tefee as the most versatile, convenient, and value-
added model for personal and professional purpose.
Our marketing will focus on availability of the Tefee
everywhere, setting the price carefully so that the
customers can buy it any time whenever they want
and provide all ingredients that ensure the health
benefits of the customer that differentiate our
product from its competitors.

21. Product Strategy
The Tefee, including all the ingredients described
earlier, will be sold in the market. We will introduce
a more improved Tefee which will be attractive and
higher quality included in it in the second year.
Building the Tefee brand is an integral part of our
product strategy. The brand and logo will be
displayed on the product and its packaging and
reinforced by its prominence in the introductory
marketing campaign.

22. Pricing Strategy
The Tefee will be introduced at Tk.75 wholesale and
Tk.80 estimated retail price per cup. We expect to
lower the price of this first model when we expand
the product line when launching the Tefee, whose
wholesale price will be Tk.70 per cup. These prices
reflect a strategy of attracting desirable channel
partners and taking share from kazi-tea, Ispahani
mirzapur tea, Nescafe coffee and other established
competitors.

23. Distribution Strategy
Our channel strategy is to use selective distribution,
marketing our product through well-known stores,
public cafe, internal cafe of the different corporations
and online retailers. We will also investigate
distribution through outlets maintained by major
carriers, such as Cafe-treat. Finally, we plan to
arrange special payment terms for retailers that place
volume orders.

24. Marketing Communication
Strategy
Research about media consumption patterns will
help our advertising agency choose appropriate
media and timing to reach prospects before and
during product introduction. The agency will also
coordinate public relations efforts to build the
Tefee brand and support the differentiation
message. To create buzz, we will host a user-
generated Photo contest on our Web site through
Facebook.

25. Marketing Research
Using research, we are identifying the specific
features and benefits that our target market
segments value.We are also measuring and
analyzing customers’ attitudes toward competing
brands and products. Brand awareness research will
help us determine the effectiveness and efficiency
of our messages and media.

26. Marketing Organization
Md. Baitur Redouan Shakil
Chief Marketing Officer
Mehedi Hasan
Sales Manager
Musfiqur Murad
Advertising
Manager
Tasnuva
Tabassum
Promotion
Manager

27. Action Programs
The ATMM’s Cold Coffee will be introduced
in February 2018. The following are
summaries of the action programs we will use
during the first six months of next year to
achieve our stated objectives.

28. Action Programs
 January, We will launch a 2,000,000 tk trade sales
promotion campaign.
 • February, We will start an integrated
print/radio/Internet advertising campaign.
 March, We will introduce facebook photo contest.
 April, We will hold a trade sales contest.
 The radio ads
 May, We will feature celebrity voices telling their
experience by drinking Tefee.
 June. Our radio campaign will add a new voice-over
tagline promoting the ATMM’s Tefee as a graduation gift.

29. Budgets
Total first-year sales revenue for the ATMM’s Tefee
is projected at 1600 million take , with an average
wholesale price of Tk.80 per unit and a variable cost
per unit of Tk.50 for 20 Million units. An our first
year expected profit is Tk.400 Million
Our expected Break even volume is 6,666,667 Tk

30. Controls
We are planning tight control measures to closely monitor
quality and customer service satisfaction. This will enable us
to react very quickly to correct any problems that may occur.
Other early warning signals that will be monitored for signs
of deviation from the plan include monthly sales (by segment
and channel) and monthly expenses. Given the market’s
volatility, we are developing contingency plans to address
fast-moving environmental changes, such as new technology
and new competition

31. Thank You All For Being
with Us