Marketing Objectives Essay

Executive SummaryCeylon afternoon tea came into being virtually a century and half back when the past existing coffee plantations, struck by a deadly disease which virtually proved the death knell of coffee in Ceylon as it was then called, were converted to tea leaf plantations. Nearly all the coffee plantations were truly soon converted to tea plantations. As Ceylon tea leaf made its mark in the world and was being widely traded in the markets, measures were instituted to despatch and admonisher the lick of manufacture and sale of tea to be shipped to foreign countries. On 30th July 1883 the first overt sale of tea took place. The Ceylon Chamber of Commerce brought downstairs its purview the conduct of these auctions. In 1894 the Ceylon afternoon tea Traders linkup was established. Today almost all tea produced in Sri Lanka is sold in auctions conducted by these two makeups. mental hospitalThis assignment is mainly about a FMCG crossway which the make-up depends on ly on afternoon tea. I dwell sectioned this assignment in to different sections, to make the reader easy and understandable. I have likewise given a brief idea about market orientation, key go to fol little to be market oriented and also difficulties of implementing merchandising orientation. Then I have spoke about the selling environment with micro and big environment and also how these environments impact to the organisation.At last I worked with trade mix and how the marketing mix elements argon blended together in an organisation.I hope this assignment will be almostthing different and relateing task for you.Thank you.Methodology master(prenominal)ly concentrated on preliminary data questionnaire and the study also contains secondary data from www.zaidtea.com Got reference from articles and books atomic number 18 revealed by tables and diagrams. in any case discussed and got ideas from people who are in the naughty position in the tea application.Body of Assig nment tune 11. Zaid tea leaf Company1.1 About Zaid TeaThe Company incorporated in 2008 was formed in the year 1998 by a person with multifaceted experience gained in the tea industry and genetical from his forefathers of two previous generations.Naushad Jamaluddin the Managing Director/CEO of ZAID TEA CO. (PVT) LTD and a scion of an icon in the tea industry was nurtured in it from an early age during the tenure of his school days whilst assisting his father and grandfather in their tea problem and plantations. He was trained in the delicate art of tea tasting by some of the best experts in the industry. He has blossomed to be an expert, having an exquisite flair in tasting and blending teas to find the most exacting requirements of his buyers. Zaid Tea with its well experienced, diligently trained resource personal and cutting bounds knowhow is eminently suited to seamlessly source and deliver the most exacting tea blends to its diverse worldwide clientele. Selecting for them the choicest of teas produced in factories located in the tea plantations of the key highlands of Sri Lanka and sold at the ColomboTea Auctions, each having their trenchant and subtly varying aroma, flavor and liquor Zaid Tea Co (Pvt.) Ltd is incorporated as a extra liability company under the Companies Act of Sri Lanka. It is registered as an exporter of Ceylon Tea with the Sri Lanka Tea Board the regulatory frame of the Government of Sri Lanka entrusted with the task of ensuring the maintenance of the quality and image of Ceylon Tea exported from the country The Co. is also registered with the Sri Lanka Export outgrowth Board as an exporter of Ceylon Tea. This is another regulatory body of the Government of Sri Lanka promoting exports in general from the country1.2 Products and Main BrandsZaid Tea Company has their own brand the Maskeliya Kahata range of black teas comes in aluminum pouches and tea bags with their diaphanous aroma, flavor and liquor. The teas come from pla nts grown in the cool crispy air of the mountain ranges of the Hatton Maskeliya tea plantations famous for its teas with its evidently fine aroma and flavorFurther they have their own brand of blended teas and dark- super acid teasBlack Teaa) Maskeliya Kahata in aluminum pouchesb) Maskeliya Kahata in tea bagsa) Kingswood Tea in s heapt(p) boxb) Kingswood Tea in tea bags flavored and unflavoredGreen Teaa) Kingswood Green Tea in unused furtherance* Kingswood Green Tea in tea bags flavored and unflavored1.3 Servicesa) BLACK TEA raft Teas They source and deliver unblended or specified blends worldwide packed in paper sacks, plywood chests and corrugated cartons with inner lining of either aluminium foil or suitable polythene to obey the freshness and aromaBranded Teas They also source as per customer itemations and blend, package in printed cartons or other packaging as per their own brands and deliver worldwideFlavored Teas Here too we burn down egress either in bulk o r as per customers branded or un branded packaging cinnamon, vanilla, spice up etcb) GREEN TEAZaid Tea are in a position to supply you Green Tea plucked and processed from the finest tea gardens located in of the high mountainous terrain found in the central highlands of Sri Lanka where the air is fresh, pure, cool and crispy. It is manufactured to the highest international standards. Like black tea we stern supply in bulk or customized brand, packaging and flavoring unflavored, jasmine, mint etcTask 021. What Is market OrientationA business which begins work on, or philosophy that focuses on identifying and meeting customers needs and wants satisfyingly. -Himaz Ahamed2. Key steps that Zaid Tea should implement in array to be marketing oriented 2.1 Customer FocusedAn system of rulesal orientation toward satisfying the needs of authorisation and actual customers. Customer focus is considered to be one of the keys to business success. Achieving customer focus involves ensurin g that the whole organization, and not just frontline run staff, puts its customers first. All activities, from the planning of a refreshing product to its production, marketing, and after- sales care, should be built around the customer. Every department and every employee should share the same customer-focused vision. This can be aided by practicing good customer dealingship management andmaintaining a customer relations program. In order to achieve this, the organization must a) Define its market, effectively segment and buns the function customer and listen to customers. b) An extensive programme of employee education and communication may be necessary to realize customer focus in order to create the environment that encourages to think customers. c) Implement an effective marketing information system that will track customer needs on a continuous basis. 2.2 contender FocusedIn call of contentions, in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis yields both an offensive and defensive strategic context to identify opportunities and threats. Profiling coalesces all of the germane(predicate) sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, observe and adjustment.Competitor focused concept is more preferable in markets which are growing very fast. Tea also one of the fastest growing market in Sri Lanka. So Zaid Tea also can invest in gathering more data about competitors which will enable them to climb up innovations at lower costs. 2.3 Strategic VisionDevelop a long, market-oriented strategic vision by viewing marketing as more than a series of promotional tools and techniques. Strong leadership from the top with high direct executives building a customer philosophy into their business plans and define the future in terms of creating long-term regard as for stakeholders.Figu re-01 Market vs Operations oriented structure3. Difficulties in Implementing merchandising Orientation Concept to Zaid Tea Even though Zaid Tea might feels that the marketing orientation is the only correct path to be successful, in practice there are likely to be barriers in developing such an orientation. They are as follows 3.1 Lack of Effective Customer ServiceThe job of the customer-service staff involves more than just statequestions and providing solutions to problems that arise. For market orientation to prove successful, it must also include customer-service representatives who take the time to get to know each customers needs and preferences. Zaid Tea Company also can gather records of the feedback it receives and crumble them for use in developing market-orientation plans. Without such customer-service efforts, company loses key opportunities to obtain information. 3.2 Lack of Marketing knowledgeLack of marketing knowledge, skill and experience are among the challenges of developing market-orientation plans. Many company employees understand base marketing concepts, but lack the in-depth knowledge needed to develop marketing-orientation strategies that work. Some companies deal with this by quest additional education for key employees or by hiring experienced, skilled marketers. Skilled marketers can help develop solid plans and give direction to key employees and departments. For example, an experienced marketer might help customer service, sales and technical-support departments learn how to incorporate a companys overall market orientation plan. 3.3 Conflict amongst marketing and other functionsThe power struggle between different departments within an organization can forget the process.Task 031. Marketing purlieu FrameworkA companys marketing environment consists of the actors and forces foreign marketing that need marketing managements ability to build and maintain successful relationships with target customers.(Philip Kotler 12th E dition)Figure-02 the marketing environment2. Micro surroundings2.1 DefinitionFactors or elements in an organizations immediate area of operationsthat affect its performance and decision-making freedom. These factors include competitors, customers, distribution channels, suppliers, and the general public. Micro Environment Description Factors that impact to Zaid Tea Suppliers A party that supplies goods or services. A supplier may be distinguished from a contractor or subcontractor, who commonly adds specialized input to deliverables. A suppliers behavior will directly impact the business it supplies. If a supplier come throughs a poor service Zaid Tea this could increase timescales or product quality. An increase in raw material prices will affect an organizations Marketing Mix strategy and may even force price increases. snug supplier relationships are an effective way to remain competitive and secure quality products. Intermediaries Firm or person (such as a broker or consulta nt) who acts as a mediator on a link between parties to a business deal, investment decision, negotiation, etc. Intermediaries usually specialize in specific areas, and serve as a conduit for market and other types of information. Also called a middleman. Zaid Tea must henchman effectively with marketing intermediaries to optimize the performance of the total system. Competition The marketing concept states that to be successful, an organization must provide greater customer value and triumph than its competitors. Competitor analysis and supervise is all-important(a) if an organisation is to maintain or improve its position within the market. If a business is un conscious(predicate) of its competitors activities they will find it very difficult to beat their competitors. The market can move very quickly. As a business it is important to examine competitors responses to these changes so that you can maximise the impact of your response. Customers A person, company, or other enti ty which buys goods and services produced by another person, company, or other entity. Zaid Tea Companys marketing plan should aim to attract and retain customers through products that meets their wants and needs and excellent customer service. Publics A public is any group that has an actual or potential impact on an organizations ability to achieve its objectives. According to Zaid Tea there are number of publics that will impact. They are monetary Public, Local Public, Media Public, Government Public, General PublicZaid Tea should keep a good relationship with these publics in order to runsuccessful business. 3. macro Environment3.1 DefinitionThe major external and uncontrollable factors that influence an organizations decision making, and affect its performance and strategies. These factors include the sparing factors demographics legal, political, and social conditions technological changes and natural forces. Macro environment is also known as uncontrollable environment.Figu re-03 Macro environment forcesThe main forces in the macro environment are commonly denoted by the mnemonic PESTEEL forces. a) semipolitical Environmentb) Economical Environmentc) affable and cultural Environmentd) Technological Environmente) Ecological Environmentf) Ethical Environmentg) Legal Environment3.2 Political EnvironmentThe first element of a PESTEEl analysis is a study of political factors. Political factors influence Zaid Tea Company in many ways. Political factors can create advantages and opportunities for Zaid Tea. Conversely they can place obligations and duties on company. Political factors include the following types of instrument Legislation such as the lower limit wage or anti discrimination laws. Voluntary codes and practices Market regulations Trade agreements, tariffs or restrictions Tax levies and tax breaks Type of government regimeNon conformance with legislative obligations can lead to sanctions such as fines, indecorous publicity and imprisonment. I neffective voluntary codes and practices will often lead to governments introducing legislation toregulate the activities covered by the codes and practices. 3.3 Economical EnvironmentThe second element of a PESTEEl analysis involves a study of economic factors. Zaid Tea Company also affected by national and global economic factors. National and global interest rate and fiscal policy will be set around economic conditions. The climate of the prudence dictates how consumers, suppliers and other organisational stakeholders such as suppliers and creditors behave within society. An thriftiness undergoing recession will have high unemployment, low spending power and low stakeholder confidence. Conversely a booming or growing economy will have low unemployment, high spending power and high stakeholder confidence. A successful organisation will respond to economic conditions and stakeholder behaviour. Furthermore Zaid Tea will need to review the impact economic conditions are having on th eir competitors and respond accordingly.Task 041. Traditional Marketing Mix1.1 What Is Marketing MixMarketing mix is the set of controllable tactical marketing tool that firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. Thus in performing their key tasks marketing managers have at their disposal marketing programs to create customer satisfaction and ultimately profit for the organisation. These tools are often referred as the 4P s on how to use these ingredients require marketing research and information. Marketing mix variables are as followFigure-04 Traditional Marketing Mix2. How The Marketing Mix Elements Are Blended Together In Zaid Tea Company Sri Lanka is one of the oldest tea producing countries in the world commercial Production was started in 1867 by the British planter James Taylor in Loolecondera realm in Kandy. The tea produced in this country, popularly known as Ceylon Tea, ranks among the best functional teas in international trade. In 2007, Sri Lanka was the third-largest tea-producingcountry globally, with a 9% share of global production, producing 30.6 million kilograms of tea. The total period of land under tea cultivation has been estimated at approximately 187,309 hectares.Sri Lanka produces tea throughout the year, and the growing areas are mainly concentrated in the central highlands and southern inland areas of the island. They are broadly grouped under these headings according to their elevations, with high growns ranging from 1200 m upwards, medium growns covering between 600 m to 1200 m. and low growns from sea train up to 600 m. High grown teas from Sri Lanka are renowned for their taste and aroma.The two types of seasonal tea produced in these areas, Dimbula and Nuwara Eliya, are much sought-after by blenders in teaimporting countries. Uva teas from the Eastern Highlands contain unique seasonal characteristics and are widely used in many quality blends, particularly in Germany and Japan. The medium grown teas provide a thick colour variety which is popular in Australia, Europe, Japan and North America. The teas produced in low grown areas are mainly popular in Western Asia, Middle Eastern countries and CIS countries. Most factories in these areas produce what is known as a leafy grade of tea, the tea leaves of which are highly squirm and can grade into long particles.2.1 ProductTea is produced from the Camellia Sinensis plant. The tea plant, which is evergreen, isnt a crotch hair as popularly believed but a tree that is grown like a shrub to facilitate the process of tea plucking and production. It is native to Southeast Asia and is grown in a wide range of climaticalal conditions across the world. Tea is mainly produced in India (the worlds largest producer), Sri Lanka (till recently the worlds largest exporter), China, Kenya, Vietnam, Indonesia and Malaysia. The differing climatic cond itions in the worlds different tea growing areas influence the quality and taste of the various teas.Zaid Tea Company has their own brand the Maskeliya Kahata range ofblack teas comes in aluminium pouches and tea bags with their distinct aroma, flavor and liquor. The teas come from plants grown in the cool crispy air of the mountain ranges of the Hatton Maskeliya tea plantations known for its teas with its distinctly fine aroma and flavorFurther they have their own brand of blended teas and green teasBlack Teac) Maskeliya Kahata in aluminium pouchesd) Maskeliya Kahata in tea bagsc) Kingswood Tea in loose packagingd) Kingswood Tea in tea bags flavored and unflavoredGreen Teab) Kingswood Green Tea in loose packaging* Kingswood Green Tea in tea bags flavored and unflavored2.2 valueTable 02- Price cite Effective from 1st January 2013 of Maskeliya Kahata ZAID TEA CO (PVT) LTDPrice List Effective from 1st January 2013Product MRP WSP QDPMaskeliya Kahata 20g 20.00 18.00 17.10 Mas keliya Kahata 50g 42.00 36.96 35.11 Maskeliya Kahata 100g 84.00 73.92 70.22 Maskeliya Kahata 250g 195.00 171.60 163.02 Maskeliya Kahata 500g 385.00 338.80 321.86 Maskeliya Kahata 1Kg 755.00 615.00 584.25 Maskeliya Kahata 2Kg 1,495.00 1,215.00 1,154.25 Maskeliya Kahata100 Tea Bags 250.00 220.00 209.00 MRP Maximum (Marked) Retail Price WSP Wholesale Price Price to Retail Trader QDP Quantity Discounted Price The above table shows the effective price list of Maskeliya Kahata from 1st January 2013.2.3 PlaceThe role of this element basically describing availability, which is right place and the right time. Zaids Maskeliya Kahata is also available in every retailer shops. A channel of place is a set of interdependent organisation, which helps to make a product available in market for use of consumer. Zaid Tea also uses this concept of channels in order to provide Maskeliya Kahata available in the market. The below diagram denotes how Zaid Tea uses the distr ibution channels.Figure-05 Distribution channels of Zaid Tea* Note- in that respect is also another Distribution channel methodPRODUCER AGENT WHOLESALER RETAILER CONSUMER closing curtainIn a fast growing market day by day everything is fluctuating meteoric than we expect. Products and services are also same. The purpose of the project is to exhibit organisation to be marketing oriented and to aware about the marketing environment with micro and macro environment , how these environments impact to the organisation.RecommendationsPlantation companiesa) seek the possibilities of upgrading plantation jobs, by providing upward movement, to attract more workers to work in the estate.b) There should not be any effort from the plantation companies to dilute the existing labour laws which protect the workers in the tea industry, on thegrounds of declining returns.c) The big companies could also tie up with the ILO and other civil society organisations to help itsy-bitsy growers achieve mi nimum labour and environmental standards. Adherence to such standards will give an additional product value to the tea being sold at the retail level. In return, the companies could provide incentives in terms of better prices to the minuscule growers. Thesepractices could work to the advantage of both.The governmenta) Provide technical and marketing assistance to the small and marginalized Farmersb) Provide credit schemes and debt management services to the plantationsc) Strengthen the relationships between small tea growers and private affect factories. Develop a strategic intervention in order to help each actor aware of their rights and responsibilities within the value chain.International tea buyersa) Take responsibility for conditions in their entire tea value chains, particularly where they have more influence.b) Provide support to the small tea growers through technical and marketing assistancec) Pay a higher price for tea produced in a sustainable processd) Do not lobby t o dilute the social protections available to tea estate workerse) Conduct multi-stakeholder monitoring and verification of the social and environmental standards on the tea estates from which tea is procuredAnnexureReferences* PCM Text Book* Kotler P. Marketing circumspection 9th Edition, Prentice hall of India, 1997, pp 128-150 * www.zaidtea.com