MRKT20052 - Natural Evolution's Green Banana Tea Bag Marketing Plan

This marketing plan outlines strategies for Natural Evolution to launch its Green Banana Tea Bag, targeting health-conscious consumers, business executives, and early adopters in Australia. It details market segmentation, targeting, and positioning, focusing on the product's health benefits and unique production technology. The plan includes marketing objectives to increase sales and profit margins, and a marketing mix strategy encompassing product attributes, pricing, distribution, and promotion. It emphasizes leveraging the company's strengths and addressing weaknesses through targeted advertising and effective marketing channels. The document is contributed by a student and available on Desklib, a platform providing study tools for students.

Running Head: GREEN BANANA TEA BAG MARKETING PLAN
Green Banana Tea Bag Marketing Plan
Student’s Name
Institution
Date

GREEN BANANA TEA BAG MARKETING PLAN 2
Executive Summary
Natural Evolution is planning to launch a comprehensive marketing plan for Banana Tea bag,
which represents one of the modern products produced through modern technologies with a lot
of health benefits. It is categorized under the healthy products because the Banana Tea bag is
rich in antioxidants. The marketing plan targets specific groups of market segments, which
include health-conscious segment, business executive and early adopters. This means that the
marketing plan should be comprehensive enough in order to rich all these segments. The paper
will focus on specific marketing plan elements such as market marketing segmentation, targeting
and positioning. It will also focus on the marketing mix that would be employed.

GREEN BANANA TEA BAG MARKETING PLAN 3
Table of Contents
Introduction.................................................................................................................................................4
Situation analysis recap...........................................................................................................................4
Market segmentation and targeting..............................................................................................................4
Problem statement...................................................................................................................................4
Potential market segment.........................................................................................................................5
Target market and positioning.................................................................................................................6
Marketing objectives and financial objectives.............................................................................................7
Marketing objectives...............................................................................................................................7
Financial objectives.................................................................................................................................8
Marketing Mix.............................................................................................................................................8
Product....................................................................................................................................................8
Pricing...................................................................................................................................................10
Distribution/ Place.................................................................................................................................11
Promotion..............................................................................................................................................11
Budget allocation for promotion mix.........................................................................................................12
Conclusion.................................................................................................................................................12

GREEN BANANA TEA BAG MARKETING PLAN 4
Introduction
Natural Evolution is an Australian company that produces Banana Tea bags. Owing to
the unique market of this product, the company is planning to device a comprehensive marketing
plan that will enable the company achieve the objectives of increasing the market coverage and
increasing the sales revenue and sales volume. The paper will analyse and propose some of the
marketing principles to consider.
Situation analysis recap
As stated Banana Tea bag is a product of Natural Evolution company in Australia. It is a
product of modern technologies. The PESTLE analysis clearly reveals that the political,
economic, social, technological and legal environment is favourable for the production and
marketing of Banana Tea bag. SWOT analysis, on the other hand, reveals several strengths
related to the Banana Tea bag, which include the technology used, the health benefits associated
with the product. The key weaknesses include the high price and limited product offering. The
Banana Tea bag has a lot of opportunities in the market with few threats such as substitution
from Blue Tea and increasing competition. The marketing plan will attempt to propose how
strengths can be leveraged and how weakness can be alleviated.
Market segmentation and targeting
Problem statement
So far, Natural Evolution has not devised a plan to ensure that specific potential market
segment is targeted. As a result, a lot of money is wasted reaching the general consumer
segments. One way of economizing the advertisement is by market segmentation and targeting

GREEN BANANA TEA BAG MARKETING PLAN 5
Potential market segment
Based on market analysis, Banana Tea bag market can be segmented into a number of segments.
The first market segment which will be targeted would be the health-conscious Australians. In
the Australian market, consumption of organic, health tea products is growing as many
Australians are conscious about their health (Boz, Erdogdu & Tutar, 2014). Why is the growth of
Australian green tea consumption so fast? Because people want to be healthy. Although they
don't like the bitter taste of green tea, they like the health benefits of green tea. Australians love
sports very much, including yoga. Australian green tea ads and green tea have a lot of good
health ads, and Australian doctors are pushing people to drink green tea instead of drinking
drinks, telling people that green tea is a very good alternative to drinks. Consequently, by
tailoring the marketing plan to this group of people, Natural Evolution is likely to reap a lot of
benefits.
The second market segment represents the business executives. Australian business
executives love tea so much that they are willing to stop what they are doing in order to take tea.
It is reported that the Australian Foreign Ministry once had a very famous tea shop. One day,
Minister of Foreign Affairs to meet everyone, but afternoon tea time is up, so the tea wait to go
knock on the door interrupted the meeting, the Minister told the tea is ready, cannot wait too
long. After a while, the meeting was not finished, and the tea shop forced the meeting to be
suspended. Of course, this is an exception, but then explained that land, even the minister cannot
destroy everyone's afternoon tea time. Australians adopted this culture from British. This means
that if Natural Evolution designed the marketing plan according to the needs of business
executive, it is likely to increase the sales significantly.

GREEN BANANA TEA BAG MARKETING PLAN 6
The third market segment comprises the early adopters. In Australia, the tea culture is so
strong that everyone will wish to join the culture. Early adopters represent a very potential target
market for Banana Tea bag.
Target market and positioning
Market segmentation and targeting will represent a key marketing principle to consider as far as
marketing of Banana Tea bag is concerned. For a long time, the tea market has been a thirst-
consuming consumer market. With the improvement of people's health awareness, traditional tea
consumption has changed from tea quenching and thirst to modern tea health, tea tourism and
other comprehensive health services, from general tea consumption to functional health services,
which is the tea market (Heasman and Lang, 2015). It should be noted that before wasting
finance to advertise a given product, the target market and segments should be clearly identified.
The company operating in a market cannot address all potential buyers at the same time, as the
market is dispersed and heterogeneous (Kotler & Armstrong, 2010). Another important point to
consider is that market has different consumers with different taste, preference, aspirations and
beliefs. These subsets are called " market segments." (Hajer, et al 2016). Consumers therefore
differ from one another and respond to company offers according to their own purchasing
behavior patterns (Huang, et al 2017). The popular general tea demand is developed into a
market segmentation and targeted health tea market service. In essence, it is the transformation
of the traditional tea market to the new health tea market. From the perspective of health tea as a
whole, there are both health markets for middle-aged and elderly people, as well as health
markets for young people. Therefore, the health needs of different subjects determine the
direction and development scale of the health tea market (Ton & Raman, 2008). The

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development of all health products is based on the needs of human health, and the health
products are innovated according to the health needs of different groups of people.
Apart from market segmentation and targeting, another key marketing principle that will
be considered is positioning approach…. Revealed that knowing which product to offer in which
market (product-market combination) is of crucial importance. Positioning your product or
service is even more important. Positioning expressing the specific attributes about a given
product in a concise, simple, but comprehensive manner so that consumers can get more about
the product. It entails identifying key selling attributes and letting the customers know. These can
come in different forms: one of these forms is functional (Marriott, Schilling & Gravani, 2018).
This describes how the product is likely to solves problems, offers benefits such as speed, etc.
Here, we shall position Banana Tea Bag as an easy to use remedy to variety of healthy needs rich
in uncountable antioxidant that is associated with sensational feeling, taste and satisfaction. By
positioning this way, the potential consumers will create a mental picture that Banana Tea bag is
not only easy to use but is a remedy to many health needs and also tasty and brings satisfaction.
Combination of these attributes is likely to attract a lot of market. The concept of including
remedy to health needs and antioxidant in the positioning statement is designed to attract
attention of health-conscious market segment.
Marketing objectives and financial objectives
Marketing objectives
The marketing objectives will focus at ensuring that the proposed target market is able to learn
about Banana Tea Bag and act by buying it. Consequently, the marketing objectives will revolve
around the proposed target market and include:

GREEN BANANA TEA BAG MARKETING PLAN 8
1. To increase sales to the health-conscious market segments by 50%
2. To increase sales to the business executive by 40%
3. To increase sales to the early adopters by 80%
Financial objectives
The financial objectives on the other hand will focus on aspects such as sales revenue and sales
volume. Consequently, the financial objective for Banana Tea bag include the following
objectives:
1. To increase sales revenue from the Banana Tea bag by 60%
2. To increase the sales volume from Banana Tea bag by 70%
3. To increase the profit margin by 50%
Marketing Mix
Marketing mix include for key principles, which are the product, price, place and
promotion. It is believed that effective marketing plan should ensure that these principles
matches the features of the market. The product, for example, should have good attributes that
can attract potential market. The price should reflect the purchasing power and the quality. It
should not be too low or too high. The place should ensure that product is delivered at the right
place (Bailey & McKnight, 1995). Promotion, on the other hand, expects the marketers to use
effective advertising and marketing channels.
Product
Product policy is the starting point for any marketing strategy (Oloko, Anene, Kiara,
Kathambi & Mutulu, 2009). It entails identifying unique elements in a product and using such
element to create marketing advertisements. The term product here refers to both consumer

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goods and services, and material or immaterial products (eg e-books). In a typical marketing
plan, the product policy must define in detail all the characteristics of the product: the quality
level, content or features, the design (colors, format, etc.) (McGill, et al 2015). The
functionalization of products is the focus of the health tea industry and its product innovation.
Health tea is premised on the functional needs of the market, and the shape and composition of
the products are completely market-oriented. The health tea industry and the function of its
products determine the success or failure of the product. The ingredients of functionalized health
tea products play a specific role. It is difficult to achieve a functional health tea by relying on a
single raw material component, which requires a combination of multiple functional materials to
complete (Sigalla - King, 2013). Therefore, functional raw materials are the basis of functional
health products. Comprehensive service function of health tea.
In order to ensure that Banana Tea bag get the maximum market possible, a number of
attributes related to this product would be advertised (Kalyanam & McIntyre, 2002). The
marketing plan will therefore cover the unique attributes associated with Banana Tea bag.
Firstly, we would design the plan such that the potential customers know how the Banana Tea
bag is produced. Here, we will focus on the innovative technology of Banana Blankey and Nutro
Lock Technology. The advertisement designed will capture this idea very clearly. This is
important because Australians drink coffee or tea not just for a cup of coffee or tea but also want
to know where this coffee comes from, how it is processed, and why it has such a flavor. Now,
the Australian tea industry combines the introduction of flavored tea with coffee. For example,
for the coffee beans in Ethiopia, the promotion and promotion cards have been used to explain
the production areas and processing techniques. Nowadays, tea cards have been made for black
tea, green tea. We will design tea card to capture how our new technology is effective and

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unique. Besides capturing the production process, the marketing advertisement will be designed
to cover other product attributes such as packaging, ingredients such as antioxidant and how the
Banana Tea bag is certified. Additionally, as a way of presenting Banana Tea bag as the best
option to our potential customer, we shall design the marketing plan to capture the health
attributes associated with Banana Tea bag. This is an important consideration because public
health needs promote the development of the health tea market. Due to the accelerated spread of
health care knowledge, the demand for health tea is increasing. In large, medium and small cities
across the country, the rapid growth of the aging population and the accompanying health and
wellness needs of the elderly have led to the supply of functionalized health tea products. The
health tea industry presents a development trend of both supply and demand. The
functionalization of tea consumption promotes the accelerated innovation of the health tea
industry. With the improvement of people's living standards, the health function of tea is
increasingly recognized by people. Affected by modern lifestyles, people's demand for tea
consumption is shifting from quenching thirst to eating, using, and playing multi-functionality.
Pricing
Pricing is another central principle in the marketing mix (Lovelock & Wirtz, 2007). The
(sales) price policy must be implemented considering a set of internal and external constraints.
Internal constraints include aspects such current market share and target market share, cost price
and profitability objective, positioning (luxury, premium, cheap, etc.) (Rueter, 2014). On the
other hand, external constraints include aspects such as competition, transportation and
distribution costs, and purchasing power of target consumers. Based on the principle of
ostentation, we shall set the price for Banana Tea bag relatively higher than that of the
competitors because it will create a psychological notion that since the price is higher than that of

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competitors, the quality must be high and since out target market comprise the business
executive and the health-conscious consumers, they will not hesitate to buy the product because
this segment value their health and status more than the money.
Distribution/ Place
Ensuring that the product is delivered to the right place is one of the ultimate objectives
of a viable marketing plan (Mahalan, 2013). Since our target market comprise of health segment
and business executive, their possible channels for searching their products would be online
search. This means that we shall adopt online distribution system (Lee & Lehto, 2010). By
online, people can choose and buy the tea they want to drink online. This is a very convenient
way. Australia is also launching a tea-line project. By online, people can choose and buy the tea
they want to drink online. This is a very convenient way (Kotlyarov, 2012). Another place where
people like to buy tea is supermarkets, supermarkets or the main place to provide tea
consumption. A few years ago, one-third of the shelves in our supermarket beverage area were
selling tea, and there were many different flavors of tea. We look forward to a very good growth
and expansion in the future. The Australian tea retail market includes Unilever and some of its
own supermarket brands. In Australian supermarkets, operators also want to be able to embody
their own brand of tea drinks, including green tea and herbal tea. There are also mixed teas in
Australia, which have a variety of flavors, such as citrus and bergamot, which are very popular
and grow very fast.
Promotion
Promotion is also an integral aspect of a marketing mix. At present, for the new market of
health tea industry, we must do a good job in scientific guidance, focus on and strengthen
promotion, in order to accelerate the formation of the health tea market. Use effective channels

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such as Facebook, WeChat, Internet, and conferences to launch a series of promotional activities
around consumption hotspots, product functions, and scientific drinking methods.
Budget allocation for promotion mix
Media Budget
Facebook $2000
Wechat $1000
SEO $900
Conferences $2500
Total $6400
Conclusion
The marketing plan covered some of the key marketing principles. The plan explored
how the marketing mix and market segmentation would be carried out. With proper
implementation of the proposed marketing plan, Natural Evolution would be able to drive the
market for Banana Tea bag high and compete favorably with other companies.