A report on

Marketing Plan for Teapop – Instant Tea Cubes

Course Title: Principles of Marketing 1

Course Code: 04121401

Submitted To:

Mahamudul Hasan
Associate Professor
Department of Marketing
Patuakhali Science and Technology University
&

Abdulla Al-Towfiq Hasan

Assistant Professor
Department of Marketing

Patuakhali Science and Technology University

Submitted By:

Md. Adnan Sami

Group Leader
Group F1
Session: 2022–2023
Level 02, Semester 01
Faculty of Business Administration
Patuakhali Science and Technology University

Page | 1
rd,
Date of Submission: July 03 2025
 Acknowledgement

At the very beginning, we express our sincere gratitude to Almighty Allah for giving us the
strength and patience to complete this report successfully.

We would like to extend our heartfelt thanks to our respected supervisors, Mahamudul Hasan
and Abdulla Al-Towfiq Hasan, Department of Marketing, Faculty of Business Administration,
Patuakhali Science and Technology University, for their continuous guidance, valuable advice
and constant encouragement throughout the preparation of this report. Their support helped us
overcome various challenges and complete this group report successfully.

We would like to specially acknowledge the efforts and dedication of all the group members.
Through active collaboration, idea sharing and hard work, we were able to accomplish the goals
of this report. Each member contributed significantly to the research, writing and final
compilation of the report.

Finally, we express our gratitude to our families and friends for their endless encouragement,
patience and moral support throughout this journey.

Without the contribution of each person mentioned above, the successful completion of this
group report would not have been possible.

Sincerely,
Md. Adnan Sami
Group Leader
Group F1
Session: 2022–2023
Faculty of Business Administration
Patuakhali Science and Technology University

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 Faculty of Business Administration
Patuakhali Science and Technology University
Date: July 03rd,2025

Mahamudul Hasan
Associate Professor
Department of Marketing

&

Abdulla Al-Towfiq Hasan

Assistant Professor
Department of Marketing

Subject: Submission of the Report on “Marketing Plan for Teapop – Instant Tea Cubes”

Dear Sir,

With due respect, I am pleased to submit my report titled “Marketing Plan for Teapop –
Instant Tea Cubes” as part of the requirements for the course. This report has been prepared
based on extensive secondary research, practical market analysis and the application of
marketing theories to develop a comprehensive marketing strategy for launching a new instant
tea brand in Bangladesh.

Throughout the preparation of this report, we have made every effort to ensure accuracy,
relevance and a professional standard of analysis. The report covers key aspects such as market
trends, target market identification, SWOT analysis, marketing mix strategies, budgeting and
future growth opportunities. I have also incorporated practical implementation plans and
monitoring strategies to make the marketing proposal realistic and actionable.

We sincerely thank you for your valuable guidance and support during the preparation of this
report. We hope that the report meets your expectations. We would be honored to clarify any
issues if necessary.

Sincerely,
Md. Adnan Sami
Group Leader
Group F1
Session: 2022–2023
Faculty of Business Administration
Patuakhali Science and Technology University

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 Faculty of Business Administration
Patuakhali Science and Technology University
Evaluation Details

Total Obtain (out of

Presentation (5)

Examination
Preparation

Q.A. (5)
Reg.

(10)
Name Signature

20)
ID

Effat Alam Eva

2203085 11354

Sadia Akhter
2203086 11355

Md. Rabby
2203087 Sheikh 11356

Md. Borhan
2203088 Kabir Labu 11357

2203089 Md Adnan Sami 11358

Md. Kamrul
Hasan Ovi
2203090 11359

Md. Shamim
2203091 Mahmud 11360

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 Table of Contents

Executive Summary……………………………………………………………………06
Chapter 1: Current Marketing Situation……………………………………………07
1.1 Market Description…………………………………………………………………07
1.2 Product Review……………………………………………………………………..07
1.3 Competitive Review………………………………………………………………..08
1.4 Segment Needs and Corresponding Benefits of Tea………………………………..09
1.5 (Optional) Channels and Logistics Review…………………………………………10

Chapter 2: SWOT Analysis…………………………………………………………. 11

Chapter 3: Marketing Objectives and Issues……………………………………….12

3.1 First Year Marketing Objectives……………………………………………………12
3.2 Second Year Marketing Objectives…………………………………………………12
3.3 Key Strategic Issues…………………………………………………………………13

Chapter 4: Marketing Communication Strategy……………………………………14

4.1 Segmentation, Targeting and Positioning (STP) ………………………………….14
4.2 The 4Ps – Product, Price, Place, Promotion………………………………………..15
4.3 Distribution Strategy……………………………………………………………….16
4.4 Marketing Communication Strategy……………………………………………….17

Chapter 5: Marketing Research……………………………………………………..18

5.1 Type of Research…………………………………………………………………..18
5.2 Data Sources……………………………………………………………………….18
5.3 Frameworks Used (SWOT, 4Ps, Case Studies) ……………………………………19

Chapter 6: Action Program………………………………………………………….20

Chapter 7: Budget Plan………………………………………………………………22

7.1 Product Costing…………………………………………………………………….22
7.2 Promotional & Digital Marketing Budget…………………………………………25
7.3 First-Year Sales Budget & Break-Even Analysis………………………………….26

Chapter 8: Controls and Evaluation…………………………………………………27

8.1 Monitoring Tools and KPIs.. ……………………………………………………...27
8.2 Evaluation Schedule……………………………………………………………….27
8.3 Feedback and Adjustment Methods……………………………………………….28
References…………………………………………………………………………….29

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Executive Summary

This marketing plan presents a comprehensive strategy for launching TeaPop – Instant Tea
Cubes, an innovative tea brand tailored to the evolving preferences of Bangladeshi consumers.
TeaPop blends traditional tea culture with modern convenience by offering eco-friendly, QR-
enabled tea cubes in four distinct flavors: Regular, Masala, Milk and Lemon.

Targeting urban, health-conscious and digitally active individuals aged 22–40, TeaPop aims to
position itself as a premium lifestyle product with a strong emotional brand connection. A deep
analysis of market trends, consumer behavior and competitors has been conducted using strategic
frameworks like SWOT and the 4Ps, revealing strong opportunities in digital engagement,
product differentiation and direct-to-consumer (D2C) delivery.

The first-year plan includes:

1. Launching core variants and social media campaigns,

2. Achieving a monthly sales target of 5,000 units,
3. Attaining QR engagement from 20% of buyers and
4. Listing on key e-commerce platforms such as Daraz and Chaldal.

A detailed six-month action program and digital marketing budget of BDT 60,000 has been
designed to drive brand awareness and conversion. From a financial perspective, the break-even
point is 17,143 units, which is expected to be achieved within 4 months of launch. With average
profit margins of Tk 25–53 per pack, the projected first-year gross revenue stands at BDT
60,00,000, offering strong potential for reinvestment and sustainable growth. With unique
storytelling via QR codes, eco-conscious packaging and an agile marketing strategy, TeaPop is
well-positioned to become a trendsetting tea brand in Bangladesh’s fast-evolving beverage
market.

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Chapter 1: Current Market Situation
1.1 Market Description

Tea is one of the most popular drinks in Bangladesh. People drink tea every day at home, at work
and in tea stalls (called "cha er dokan"). Bangladesh is also one of the top tea-producing
countries, especially in areas like Sylhet and Chittagong.

In recent years, the tea market has changed. More people are now choosing packaged and
branded tea instead of loose tea. They care more about cleanliness, quality and how the tea is
packed. This change is happening mostly in cities, where people are busy and prefer ready-to-use
products.

Young people are also trying new types of tea, such as green tea, flavored tea and herbal tea.
Some small businesses are now selling special teas directly to customers through Facebook or
online stores. These teas are often packed nicely and even used as gifts.

Some current market trends:

1. People are looking for healthier teas like green tea and herbal blends.

2. Online shopping for tea is becoming more popular.

3. Gift packaging and unique tea experiences (like using a QR code to share stories or feedback)
are increasing.

4. Many people prefer local and eco-friendly packaging.

So, the tea market in Bangladesh is growing and changing. This creates good chances for new tea
businesses that offer something special.

1.2 Product Review

TeaPop is a new and creative tea brand that focuses on offering fresh, high-quality tea directly
sourced from local tea gardens in Bangladesh. The main idea behind TeaPops is to give
customers a better tea experience through quality, creativity and personal connection.

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TeaPop offers different types of tea such as regular black tea, green tea and limited-edition
flavored teas. All teas are packaged with care to maintain freshness and hygiene. One special
feature is that each pack comes with a QR code. When customers scan the code, they can share
their experience, give feedback, or see the story behind the tea leaves — from the garden to their
cup.

The product packaging is simple, eco-friendly and visually appealing. It is designed not only for
daily use but also suitable for gifting. TeaPops is available mainly through online platforms and
social media pages, allowing easy ordering and delivery.

By mixing tradition with modern features, TeaPops aims to stand out in the tea market and build
a strong connection with young, urban and quality-conscious consumers.

1.3 Competitive Review

The tea market in Bangladesh is filled with a mix of well-established brands and emerging new
players. Major names such as Ispahani Tea, Fresh Tea, Seylon Tea and Radhuni Tea dominate
retail shelves across the country. These brands have built trust over decades by offering
consistent quality at affordable prices. They focus on mass production and wide distribution,
making them accessible to everyday consumers.

In recent years, the premium tea segment has also grown. Brands like Kazi & Kazi Tea and
Halda Valley cater to more health-conscious and urban customers. These companies promote
organic, garden-fresh teas and are known for their clean, eco-friendly packaging and strong
branding. International players like Tetley and Lipton also compete in Bangladesh, especially in
the flavored tea and tea bag segments.

Alongside these, digital-first brands are slowly gaining traction. Boutique-style startups such as
Tea Trunk and Teatime are using online platforms and trendy packaging to attract younger,
urban tea lovers who seek unique flavors and personal branding.

In this competitive environment, TeaPop is positioning itself differently. It focuses on fresh,

high-quality tea directly sourced from gardens and delivered in attractive, eco-friendly
packaging. Each TeaPop pack includes a QR code that allows consumers to engage with the
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brand — they can give feedback, share stories, or learn about the journey of their tea from
garden to cup.

While TeaPop is still new in the market, its strategy of combining local authenticity with digital
interaction gives it an edge in targeting modern, experience-seeking tea drinkers. With a
consistent focus on quality and storytelling, TeaPop has the potential to stand out and grow its
customer base despite the presence of larger competitors.

1.4 Segment Needs and Corresponding Featured Benefits of Tea

Targeted Segment Customer Needs TeaPop's Featured Benefits

Urban Young Trendy, Instagram able, Stylish packaging, QR code for sharing
Adults (18–35) easy-to-make tea; something experiences, flavored teas, convenient
unique to share formats
Health-Conscious Low-caffeine, natural, Green tea and herbal blends with no
Consumers chemical-free options added preservatives or artificial flavors
Working Quick preparation, refreshing Tea bags, small loose-leaf packs for
Professionals break during busy schedules office use, energizing blends
Tea Enthusiasts & Premium quality, aesthetic Garden-fresh sourcing, elegant
Gift Buyers appeal, story behind the tea packaging, QR storytelling, limited-
edition packs
Eco-Conscious Sustainable packaging, Eco-friendly paper packs, direct trade
Buyers ethical sourcing with gardens, minimal plastic use
Online Shoppers Easy ordering, doorstep Active social media presence, direct
delivery, responsive ordering via Facebook/website, prompt
customer service delivery
Students & Affordable yet good-tasting Entry-level packs with good taste,
Budget Buyers tea in smaller quantities accessible pricing, quality maintained
even in small packs

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1.5 Channels and Logistics Review

In Bangladesh’s tea market, most large shelf spaces are dominated by popular brands like
Ispahani, Fresh and Seylon. As a new brand, TeaPop will avoid direct competition for
supermarket shelf space by starting with digital channels and smaller lifestyle retailers. TeaPop
will use a direct distribution model, where products are sold through Facebook, delivered via
local couriers and gradually placed in selected retail outlets that appeal to its core target
customers: young, urban, health-conscious tea lovers.

Just like premium startup brands, TeaPop will focus on exclusive placements in locations where
the target market is most active. These include:

 Grocery Chains: Mid-size and premium retail chains such as Shwapno, Agora and
Unimart, especially in Dhaka, where customers are open to new food and beverage
options.
 Health and Eco-Lifestyle Stores: Organic and sustainable product shops like Unimart
Organic Section, Aarong Earth and Nature's Pantry, where people look for chemical-free,
ethically sourced products.
 Cafés and Gift Stores: Local cafés and gift shops like Munshiganj Craft Café or lifestyle
concept stores that attract trend-conscious young adults looking for unique products and
gifting ideas.

As TeaPop grows, its distribution will expand to larger online marketplaces like Daraz and
Chaldal and later into convenience stores, corporate offices and festival pop-up shops, helping
the brand connect with more customers in innovative ways.

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Chapter 2: SWOT Analysis
Tea Pop is strong because it uses fresh tea from gardens and offers modern, eco-friendly
packaging with QR codes. It still faces challenges like low brand awareness and higher costs
than regular tea. This SWOT analysis shows how TeaPop can grow by using its strengths and
new market trend.
Strengths:
TeaPop has several strengths that help it stand out in a competitive market:
1. Direct sourcing from tea gardens ensures high-quality and fresh products.
2. Eco-friendly and attractive packaging appeals to modern consumers.
3. QR code feature builds customer engagement and creates a unique brand experience.
4. Strong online presence and personalized digital marketing give it a youthful image.
5. Focus on health-conscious teas (like green and herbal) targets a growing trend.
Weaknesses:
As a new brand, TeaPop also faces some challenges:
1. Limited brand recognition compared to established competitors.
2. Smaller distribution network, mostly relying on online platforms.
3. Limited product variety in the early stages.
4. Higher cost of premium packaging and sourcing may affect pricing competitiveness.
Opportunities:
There are many growth opportunities for TeaPop in Bangladesh’s evolving tea market:
1. Rising demand for premium, healthy and specialty teas.
2. Growth of e-commerce and home delivery services.
3. Young consumers are open to trying new, experience-based products.
4. Collaborations with cafes or lifestyle brands could expand visibility.
5. Potential to enter the export market in the future.
Threats:
Some external risks could affect TeaPop’s performance:
1. Intense competition from both big brands and new startups.
2. Price sensitivity among many Bangladeshi consumers.
3. Supply chain disruptions, especially if depending on specific gardens.

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4. Changing consumer tastes and fast trend shifts on social media.

Chapter 3: Objectives and Issues (2-Year Outlook)

TeaPop aims to establish itself as a premium instant tea brand by strategically expanding its
market presence over the next two years. The marketing plan is divided into short-term (first-
year) and medium-term (second-year) goals. These objectives are designed to build brand
recognition, increase customer engagement and ensure sustainable growth. Alongside these
ambitions, the brand also faces several strategic challenges that must be addressed to ensure
successful implementation.

3.1 First year objective

The primary objective is to introduce TeaPop to the urban tea-loving audience and build a strong
digital presence. The brand will focus on raising awareness through social media platforms,
particularly Facebook, where teaser campaigns, influencer collaborations and customer
engagement via QR code feedback will be utilized. During this time, TeaPop will also work to
ensure a smooth direct-to-consumer delivery system in major urban areas, mainly Dhaka and
Khulna. Additionally, product development is a key focus, with at least four variants Regular,
Masala, Milk and Lemon and for launch. The goal is to reach at least 5,000 units in monthly
sales by the end of the year and establish listings on popular e-commerce platforms like Daraz
and Chaldal.

 Build brand awareness through digital campaigns and influencer marketing

 Launch four core product variants with attractive, eco-friendly packaging
 Reach a monthly sales target of 5,000+ units by Year 1 end
 Establish delivery and fulfillment systems in Dhaka and Khulna
 Get TeaPop listed on online platforms like Daraz and Chaldal
 Maintain a minimum 20% QR code engagement rate from customers

3.2 Second year objective

TeaPop plans to move from digital-only sales to a more hybrid model by forming partnerships
with lifestyle cafés, wellness brands and boutique retail stores. A subscription-based delivery

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model will be introduced to cater to repeat buyers and the brand will begin exploring the export
potential in niche markets abroad. New variants such as detox blends and herbal cubes will be
introduced to tap into the growing demand for functional beverages. The overall focus will be on
expanding the brand’s reach, enhancing customer loyalty and strengthening its position as a
lifestyle-oriented tea brand.

1. Launch subscription-based delivery services for regular customers

2. Expand delivery coverage to additional cities beyond Dhaka and Khulna
3. Collaborate with offline partners like cafés and eco-lifestyle stores
4. Increase product variety to at least seven flavors, including wellness teas
5. Launch seasonal gift boxes and festival-themed campaigns
6. Explore export opportunities to South Asian or diaspora markets

3.3 Key Issues

Despite these promising opportunities, TeaPop faces several strategic issues that need careful
planning. As a new brand, TeaPop lacks the recognition and customer trust that established
competitors like Ispahani and Kazi & Kazi enjoy. The premium packaging and direct sourcing
model increase costs, which may make it difficult to match the low prices offered by mass-
market brands. Additionally, the brand’s heavy reliance on social media algorithms and QR code
engagement may not be fully effective unless customer behavior aligns with digital trends. There
is also the challenge of maintaining consistent delivery service quality, especially as the brand
scales beyond its initial operating zones.

1. Low initial brand recognition compared to traditional competitors

2. High packaging and operational costs affecting pricing flexibility
3. Limited delivery and logistics network in the early growth stage
4. Dependence on social media algorithms for visibility
5. Low QR code feedback rates despite its interactive potential
6. Price sensitivity among consumers during economic uncertainty

By addressing these challenges early and building on its unique value proposition, TeaPop can
establish a strong position in the evolving Bangladeshi beverage market.

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Chapter 4: Marketing Strategy

4.1 Segmentation, Targeting and Positioning (STP)

TeaPop applies the STP (Segmentation, Targeting and Positioning) model to identify and attract
the most suitable market segments in Bangladesh. The brand focuses on delivering a unique
combination of tradition and convenience through its instant tea cubes, which are designed to
meet the needs of modern, busy and health-conscious consumers.

The market segmentation is based on both demographic and psychographic factors.

Demographically, TeaPop targets individuals aged 22 to 40, primarily residing in urban areas
like Dhaka, Khulna and Barisal. These consumers are usually students, young professionals,
freelancers, or newly married individuals who seek quality, hygiene and innovation in their daily
beverage choices. Psychographically, the target audience includes health-conscious, socially
active individuals who prefer eco-friendly products, value aesthetic packaging and engage with
brands through social media.

Based on this segmentation, TeaPop’s target market includes middle to upper-middle-class

consumers who are digitally active and open to trying new products. These customers prefer
premium quality over mass-market goods and are influenced by digital marketing, peer reviews
and lifestyle branding. TeaPop engages with them primarily through online platforms such as
Facebook and Instagram, offering both convenience and connection.

The positioning of TeaPop is crafted around the idea of "Where Tradition Meets
Convenience." This highlights the blend of authentic tea flavor with a modern, mess-free tea
experience. TeaPop is positioned as a premium lifestyle tea brand that offers not only great taste
but also values like sustainability, innovation and digital interaction. Through attractive
packaging, interactive QR codes and storytelling, TeaPop builds emotional connections with its
audience and stands out in the competitive beverage market.

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4.2 The 4Ps – Product, Price, Place, Promotion

Product:
TeaPop – Instant Tea Cubes offers a unique and innovative tea experience by combining
traditional tea flavor with modern convenience. The product is developed using real tea leaves
and natural ingredients, compressed into cube form that dissolves instantly in hot water.
TeaPop’s current offerings include four core flavors: Regular Black Tea, Masala Tea, Milk Tea
and Lemon Tea. Each cube provides consistency in taste, hygiene and ease of use, making it
suitable for busy lifestyles. The packaging is designed to be eco-friendly and visually attractive,
with a built-in QR code that allows customers to interact with the brand by providing feedback or
reading about the tea’s journey from garden to cup.

Price:
TeaPop follows a value-based pricing strategy that reflects the quality, innovation and customer
experience offered by the brand. The average retail price ranges from ৳90 to ৳120 per packet
depending on the variant. Although slightly higher than regular market teas, this pricing is
justified by the use of premium ingredients, creative packaging and interactive features. To
attract new buyers, occasional bundle offers, discounts and seasonal promotions will be
introduced, while maintaining the brand’s premium positioning.

Place:
Currently, TeaPop uses a direct-to-consumer distribution model primarily through Facebook.
Customers can place orders via inbox or Google Forms and deliveries are made within Dhaka
and Khulna using local logistics partners. In the next phase, TeaPop plans to expand its reach by
listing products on popular online marketplaces such as Daraz and Chaldal. Future distribution
plans also include developing an official e-commerce website and forming partnerships with
select retail outlets, cafes and lifestyle stores to increase physical visibility.

Promotion:
TeaPop’s promotional strategy is heavily focused on digital marketing, targeting tech-savvy
young adults who are active on social media. Platforms such as Facebook and Instagram are used

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to launch brand campaigns, run paid advertisements and promote user-generated content. The
QR code feature on packaging enhances brand interaction by encouraging customers to share
their tea moments or provide feedback. Promotional efforts also include influencer
collaborations, giveaway contests, festival-themed campaigns and eco-friendly storytelling that
align with TeaPop’s brand identity.

4.3 Distribution Strategy

TeaPop’s distribution strategy is currently centered around a direct-to-consumer (D2C) model,

using digital platforms to manage customer interactions and order fulfillment. At the initial stage,
Facebook serves as the primary channel for promotions, customer queries and order placements.
Customers can place their orders through inbox messages or Google Forms and deliveries are
handled using local logistics services within the major urban areas of Dhaka, Khulna and Barisal.
This approach allows TeaPop to operate efficiently with low fixed costs while maintaining a
personalized relationship with its early customer base.

As part of its growth plan, TeaPop intends to expand its digital footprint by listing its products on
leading e-commerce platforms such as Daraz and Chaldal. These platforms will increase brand
visibility and offer nationwide access, especially to customers outside of its initial delivery
zones. In addition, the development of a dedicated e-commerce website or mobile application is
planned to enable more seamless transactions, trackable deliveries and the introduction of
subscription services for repeat customers.

Looking ahead, TeaPop will gradually move into offline distribution by partnering with curated
retail outlets, boutique gift stores, cafés and wellness shops in targeted cities. These physical
presence points will not only allow impulse buying but also strengthen the brand’s lifestyle
image. The visually appealing and eco-friendly packaging makes TeaPop a suitable product for
display and gifting purposes in retail environments.

This phased and flexible distribution strategy-beginning with digital engagement and expanding
to third-party marketplaces and physical retail-is designed to help TeaPop reach a wide range of
consumers while keeping operational control and brand consistency intact.

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Page | 17
4.4 Marketing Communication Strategy

TeaPop will not use TV or newspaper ads in the beginning. Instead, it will focus on smart and
low-cost ways to reach young people who are active online. The brand will follow three main
steps to promote its products:

Online and Social Media Marketing:

TeaPop will use Facebook, Instagram and YouTube to share photos, videos and stories. A simple
website will also be made to take orders and tell the story of TeaPop. There will be QR codes on
the packs so customers can give feedback or watch videos. TeaPop will also use Facebook ads to
reach people in cities like Dhaka, Khulna and Barisal.

Trade Promotions and Shop Partnerships:

TeaPop will work with shops like superstores, cafés and eco-friendly stores. These shops will get
small displays, sample packs, or special discounts to help sell TeaPop. During festivals like Eid
or Pohela Boishakh, TeaPop will give shops special packs to attract more buyers.

Event and Tasting Campaigns:

TeaPop will join events like university fairs, book fairs and lifestyle expos. At these places,
people can taste TeaPop for free, scan QR codes and join small contests. This will help TeaPop
reach more people and make a strong connection.

By using these smart steps, TeaPop can promote the brand to the right people without spending a
lot of money on big ads.

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Chapter 5: Marketing Research

5.1 Type of Research

The marketing research for TeaPop follows a qualitative and exploratory research approach.
Since the product is innovative and new to the Bangladeshi market, the goal of the research was
to understand current market dynamics, consumer behavior and competitor strategies, rather than
collect numerical data. The research focused on exploring attitudes, preferences and emerging
trends in the tea industry, especially among urban youth and health-conscious consumers. Due to
time and resource constraints, the study was based on secondary data instead of primary surveys
or interviews.

5.2 Data Sources

To gather insights for the marketing plan, secondary data was collected from multiple reliable
sources. These include:

 Academic books and journals related to marketing and consumer behavior

 Official websites and promotional materials of local tea brands such as Ispahani, Fresh, Kazi
& Kazi and Halda Valley
 Industry reports from platforms like Statista, Euromonitor and Bangladesh Tea Board
 News articles, business publications and social media pages relevant to beverage trends in
Bangladesh
 Internal observations during early promotions of TeaPop via Facebook and direct customer
interactions

These sources provided a strong foundation for understanding market trends, packaging
preferences, pricing benchmarks and promotional techniques used by both traditional and
modern tea brands.

5.3 Frameworks Used (SWOT, 4Ps, Case Studies)

Three key frameworks were used to analyze and structure the research findings:

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 SWOT Analysis was used to assess TeaPop's internal strengths and weaknesses, as well as
external opportunities and threats. This helped identify areas of strategic advantage and
possible challenges, including competition and cost concerns.
 The Marketing Mix (4Ps) framework—Product, Price, Place and Promotion—was used to
design TeaPop’s core marketing strategy. It provided a clear structure for aligning the
product offering with customer expectations and market demands.
 Case Studies of similar brands such as Ispahani and Kazi & Kazi Tea were analyzed to
understand effective branding, distribution and positioning strategies in the Bangladeshi tea
industry. These real-world examples helped benchmark best practices and identify gaps that
TeaPop could fill through innovation and digital engagement.

Together, these frameworks ensured that TeaPop’s marketing plan was based on sound strategic
thinking, practical insights and real market context.

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Chapter 6: Action Program
TeaPop will officially begin its promotional campaign in July. The following is a month-by-
month action program designed to help TeaPop achieve its marketing objectives, including
building brand awareness, boosting customer engagement and reaching the monthly sales target
of 5,000 units.

Jul Aug Sep Oct Nov Dec

Month →
Setup & Teaser ✅
Launch & Delivery ✅

Sampling Events ✅

Retail Expansion ✅

Paid Ads & Retargeting ✅

Year-End Contest & Wellness Theme ✅

July – Brand Setup and Teaser Launch

TeaPop team members will work to finalize the packaging, QR code setup
and logo/content designs. The Facebook page will be launched with teaser
posts to create early buzz. Influencer sample kits will be sent to 2–3 micro-
influencers in Dhaka and Khulna. Small-scale product samples will also be
given to opinion leaders and early supporters.

August – Product Launch and Social Media Campaign

TeaPop will begin taking orders via Facebook and Google Forms. Products will start shipping to
customers in Dhaka and Khulna using local delivery partners. A full social media campaign will
be launched, with daily posts, short videos and brand stories. The QR feature will be promoted to
encourage customers to share their experience online.

September – Campus Sampling and Influencer Boost

TeaPop will host small sampling events at university campuses and office hubs in Dhaka. Paid
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Facebook and Instagram story campaigns will run throughout the month. A short promotional
video reel will be shared to increase brand recall. Additional influencers will be contacted to
post honest reviews and share unboxing experiences.

October – Retail Listing and Festival Promotions

TeaPop will apply for product listing on Daraz and Chaldal. Small point-of-sale displays and gift
boxes will be tested in 2–3 retail shops and cafés. Special Durga Puja promotional posters and
discount codes will be launched. A QR-based customer review contest will reward the best
TeaPop stories shared by users.

November – Sponsored Ads and Email Campaigns

The brand will run sponsored ads on Facebook and Instagram to reach new customers before the
holiday season. An email or SMS campaign will be sent to existing customers with new offers
and bundle discounts. Limited-edition gift packs will be promoted for Eid-e-Milad-un-Nabi and
pre-winter gifting.

December – Self-Care Campaign and Year-End Contest

TeaPop will launch a “Tea & Self-Care” theme with relaxing content, eco-packaging awareness
and wellness messages. Influencer collaborations will feature calming tea moments. A final year-
end contest will be run where winners receive free gift packs. This will help close the year with
strong engagement and increased brand loyalty.

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Chapter 7: Budget Plan
7.1 Product Costing
Costing Plan for Teapop Regular Black Tea (50 Tea Bags per Packet)

Cost Item Approx. Unit Cost (TK) Total (Tk) Comments

Tea Leaves (CTC Blend) 0.35 x 50 17.50 Sourced directly from garden

Tea Bags (Double Chamber) 0.50 x 50 25.00 Higher due to small-scale order
Inner Pack (Foil/Zip Pouch) – 4.00 Affordable option (kraft pouch)
Outer Packet (Kraft/Box) – 7.00 Zip pouch or simple carton box

QR Print/Label – 1.50 For sharing customer experiences

Packing Labor (Manual) – 2.00 In-house team/local workers
Logistics and Delivery – 4.00 In-house/local delivery
Marketing (Facebook) – 4.00 Campaign costs
Total Costing – TK=65.00

Costing Plan for Teapop Masala Tea (Spiced Blend)

Cost Item Approx. Unit Cost Total Comments

(TK) (Tk)

Tea Leaves (Masala Blend) 0.40 x 50 20.00 Includes extra spices (cardamom,
cloves)
Tea Bags (Double 0.50 x 50 25.00 Standard cost
Chamber)
Inner Pack (Foil/Zip Pouch) – 4.00 Kraft or zip pouch
Outer Packet (Kraft/Box) – 7.00 Standard carton/zip packaging
QR Print/Label – 1.50 For customer engagement
Packing Labor (Manual) – 2.00 In-house/local workers
Logistics and Delivery – 4.00 Local delivery service
Marketing (Facebook) – 5.00 Slightly higher promotion for new flavor

Total Costing – TK 68.50

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Costing Plan for Teapop Milk Tea (Pre-mix Flavor)
Cost Item Approx. Unit Cost Total Comments
(TK) (TK)

Tea Leaves (Milk Tea 0.38 x 50 19.00 Includes flavoring for milk tea
Blend) experience

Tea Bags (Double 0.50 x 50 25.00 Standard cost

Chamber)

Inner Pack (Foil/Zip – 4.00 Kraft or zip pouch

Pouch)

Outer Packet (Kraft/Box) – 7.00 Standard carton/zip packaging

QR Print/Label – 1.50 For customer feedback
Packing Labor (Manual) – 2.00 In-house/local workers
Logistics and Delivery – 4.00 Local delivery system
Marketing (Facebook) – 4.00 Standard campaign
Total Costing – TK 66.50

Costing Plan for Teapop Lemon Tea (Citrus Blend)

Cost Item Approx. Unit Cost Total Comments
(TK) (TK)
Tea Leaves (Lemon 0.37 x 50 18.50 Tea infused with lemon/citrus
Blend) flavors
Tea Bags (Double 0.50 x 50 25.00 Standard cost
Chamber)
Inner Pack (Foil/Zip – 4.00 Standard kraft pouch
Pouch)
Outer Packet (Kraft/Box) – 7.00 Standard outer box
QR Print/Label – 1.50 For sharing experience
Packing Labor (Manual) – 2.00 Local team
Logistics and Delivery – 4.00 Local logistics
Marketing (Facebook) – 4.00 Promotion for refreshing theme
Total Costing – Tk 66.00

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 Quick Summary
Variant Total Cost (TK)

Regular Tea 65.00

Masala Tea 68.50

Milk Tea 66.50

Lemon Tea 66.00

Comparison:

 Ispahani unit cost: TK 59 Approximate

 Our projected cost: TK 65
Only Tk 6 higher, but we are offering unique branding, storytelling and an innovative
QR-based customer experience.

Tea Production Cost Final Selling Profit per Packet

Variant (TK) Price (TK) (TK)
(Included
External Cost)
Regular 65.00 90 25.00
Tea
Milk Tea 66.50 120 53.50
Masala 68.50 105 36.50
Tea
Lemon 66.00 100 34.00
Tea

Key Observations:

 Regular Tea gives moderate profit (TK25 per pack).

 Milk Tea has the highest profit margin (TK53.50 per pack) — premium positioning.
 Masala Tea and Lemon Tea offer strong healthy margins (TK36.50 and TK34).

All prices are set smartly below or around customer-friendly psychological points (like Tk
100/Tk 120)

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7.2 Promotional & Digital Marketing Budget

6-Month Digital & Promotional Marketing Budget Plan for Teapop

Months of Activity Estimated Cost Details

2025 (BDT)
July Logo & content creation 5,000 Branding visuals, social
media templates
QR Code integration 3,000 Printing & link setup
(packaging setup)
Facebook page launch + 2,000 Basic page boost, teaser
teaser content posts
Subtotal 10,000
August Facebook ad campaign 5,000 Targeted ads in Dhaka,
(product launch) Khulna
Influencer sample kits (2 3,000 Product + delivery
micro-influencers)
Engagement giveaway (free 2,000 10 packs @ TK 200
tea packs) including delivery
Subtotal 10,000
September Instagram & Facebook story 4,000 Paid story boosts
campaigns
Promo video creation (short 3,000 30–60 sec brand teaser
reel)
Campus/office sampling 4,000 Tea tasting at 2–3 locations
campaign
Subtotal 11,000
October Daraz/Chaldal listing promo 3,000 Setup and promo slots
fees
Influencer shoutouts (2 or 4,000 Mid-tier influencers
more influencers)
Customer review contest 2,000 Incentives for reviews via
QR feedback
Subtotal 9,000
November Festival-themed digital promo 4,000 Themed posters, discount
(Durga Puja) ads
Sponsored Facebook/IG ads 4,000 Daily boosted posts
Email/SMS campaign setup 2,000 CRM tool or manual blast
Subtotal 10,000
December Influencer collaboration (mini 5,000 Recipe/content with
campaign) TeaPop
“Tea & Self-care” contest 3,000 Winner gift sets, ad boosts
Packaging revamp awareness 2,000 Highlight eco-packaging
Subtotal 10,000
Total BDT 60,000

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7.3 First-Year Sales Budget & Break-Even Analysis

TeaPop’s first-year sales budget is based on a monthly sales target of 5,000 units, reflecting the
brand’s capacity to grow steadily through digital platforms and direct sales. The average selling
price per unit is projected to be tk 100, while the average production cost per unit stands at tk 65,
considering ingredient sourcing, packaging, labor and delivery preparation. This gives TeaPop an
expected monthly revenue of tk 5,00,000, leading to an annual gross revenue of tk 60,00,000,
provided monthly targets are met consistently.

To determine profitability, a break-even analysis is conducted. Fixed costs include branding,

initial packaging setup, promotional content production and delivery logistics. Variable costs are
covered within the average unit cost. The break-even point is where total revenue equals total
cost and the business begins generating profit.

Break-Even Calculation

Category Amount (tk)

Average Cost per Unit tk 65
Selling Price per Unit tk 100
Profit per Unit tk 35
Fixed Costs (Yearly) tk 6,00,000
Break-Even Volume 6,00,000 ÷ 35 = 17,143 units/year

Based on this calculation, TeaPop needs to sell approximately 17,143 units in its first year to
reach break-even. This translates to roughly 1,430 units per month. Since the brand is targeting
5,000 units per month, it is expected to reach the break-even point within the first four months,
leaving the remaining months for profit generation.

This budget structure gives TeaPop a solid financial foundation while allowing flexibility for
reinvestment into marketing, product development and distribution as the brand grows.

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Chapter 8: Controls and Evaluation

To ensure the success of TeaPop’s marketing plan and business performance, a control and
evaluation system is essential. This system helps monitor progress, assess effectiveness and
identify areas for improvement. TeaPop will rely on specific tools, measurable key performance
indicators (KPIs) and structured evaluation cycles to stay on track with its strategic goals.

8.1 Monitoring Tools and KPIs

TeaPop will use a mix of digital and manual tools to monitor business performance. The main
platform for tracking marketing and customer engagement will be Facebook Insights, Google
Analytics and QR code scan data from product packaging. For financial performance, basic
accounting tools and monthly Excel tracking sheets will be used to monitor cost, revenue and
inventory.

Key performance indicators (KPIs) include:

 Monthly sales volume (target: 5,000 units/month)

 Website or page traffic and engagement rate
 QR code scan rate and feedback entries
 Customer repeat purchase rate
 Conversion rate from social media promotions
 Monthly revenue and profit margin
 Delivery success rate in Dhaka, Khulna and Barisal

These KPIs will be reviewed regularly to evaluate TeaPop’s market reach and profitability.

8.2 Evaluation Schedule

TeaPop will conduct evaluations at monthly, quarterly and half-yearly intervals. Monthly
reviews will focus on operational activities, sales and social media engagement. Quarterly
reviews will include a deeper analysis of trends, customer behavior and digital campaign

Page | 28
outcomes. A major half-yearly review will assess whether the company is on track to meet its
break-even point and yearly sales goals.

The evaluation will involve comparing actual performance data with projected figures from the
budget plan. Any major gaps will be discussed and action plans will be created to resolve the
issues.

8.3 Feedback and Adjustment Methods

Customer feedback is a key part of TeaPop’s evaluation process. Through the use of QR codes
on packaging, customers can share their experience, rate the product, or suggest improvements.
This data will be collected and categorized monthly. Additionally, social media comments, inbox
messages and user-generated content will be reviewed to identify common feedback patterns.

Based on the insights gathered, TeaPop will make timely adjustments to its product offerings,
packaging design, pricing strategies, or delivery process. Minor issues will be resolved
immediately, while more significant changes will be discussed during the quarterly or half-yearly
reviews.

This continuous loop of feedback, evaluation and adjustment will help TeaPop remain
responsive, competitive and customer-focused in a dynamic market.

Page | 29
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Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18th ed.). Pearson.

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Ispahani Tea Ltd. (n.d.). About Us. Retrieved April 20, 2025, from https://www.ispahanitea.com/

Bangladesh Tea Board. (2023). Annual Tea Production Report 2022-2023. Retrieved from
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Haque, M. (2022). Consumer behavior shifts in the Bangladeshi beverage market. Journal of
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Ahmed, T. (2023). Changing Trends in Tea Consumption Among Urban Youth. Bangladesh
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