Letter of Transmittal

July 28, 2019

Dr. Md. Abdul Momen

Assistant Professor,

Department of Business Administration,

East West University

Aftabnagar, Dhaka-1212.

Subject: Submission of Term Paper

Dear Sir,

Here is the term paper that we assigned on the topic as per your request. The assignment has
been completed by the knowledge that we have gathered from the course “Brand Management”.

We are thankful to all those persons who provided us important information and gave us
valuable advices. We would be happy if you read the report carefully and we will be trying to
answer all the questions that you have about the term paper.

We have tried our label best to complete this assignment meaningfully and correctly, as much as
possible. We do believe that our tiresome effort will help you to get ahead with this sort of
venture. In this case it will be meaningful to us. However, if you need any assistance in
interpreting this assignment please contact us without any kind of hesitation.

Sincerely,

On behalf of the group

…………………..
 Acknowledgement

This term paper would not be accomplished without the generous contributions of
any individuals and organizations. We are very much grateful to them for their
unlimited help and support. Above all, we express our gratitude to the almighty who
aided us with his strength, gave us wisdom and patience to complete this term
paper.

Additionally we thank our course instructor “Dr. Md. Abdul Momen” who believed
that we would terminate this term paper on time. His moral guide lines, endless
effort, and joyful encouragement made us successful in this paper.

Furthermore, we want to show our appreciation to the executives, to the librarians of

EWU library, and to the lab-assistants of the computer labs, for their unlimited patience during
the time of research writing. Moreover, we are also thankful to our classmates, group
members, and friends for their helps and supports. We would like to show our endless gratitude
for other peoples support in this term paper. At last, we thank to our parents and other family
members for their helps, supports and sacrifices during the study period.
Table of Contents
1.0 Introduction.....................................................................................................................................5
2.0 The Idea............................................................................................................................................5
3.0 Brand Equity....................................................................................................................................6
3.1. Brand salience:................................................................................................................................6
3.2. Brand performance:.......................................................................................................................6
3.3. Brand imagery:.................................................................................................................................6
3.4. Brand judgments:...........................................................................................................................6
3.5.Brand feelings:.................................................................................................................................6
3.6. Brand resonance:............................................................................................................................7
4.0Brand Elements................................................................................................................................7
5.0 Philosophies to build brand elements:............................................................................................9
6.0Mix & Match of brand Elements...................................................................................................10
7.0. Leveraging Secondary Brand Association..................................................................................11
7.1. Chanel of Distribution:.................................................................................................................12
7.2. Co-Branding:................................................................................................................................12
7.3 Ingredient Branding:.....................................................................................................................12
7.4. Strategic marketing......................................................................................................................13
8.0. IMC Plan.......................................................................................................................................13
8.1. IMC Objectives.............................................................................................................................13
8.2.Target Market................................................................................................................................14
8.3. Pricing strategy.............................................................................................................................14
8.4. Pre- Launch and Launching Campaign:....................................................................................14
8.5. Promotion strategy.......................................................................................................................15
8.6. Control Program...........................................................................................................................16
9.0. Brand Architecture.......................................................................................................................17
9.1. Branded House VS House of Brand............................................................................................17
9.2. New Product vs. Brand Extension:..............................................................................................17
Conclusion:..........................................................................................................................................18
Reference:............................................................................................................................................18
1.0 Introduction

Tea is a source of one kind of refreshments and almost all of us like tea. We start our day with
tea, although when we tired come back home after a long tiring day, we need a cup of a tea.
Many companies nowadays selling different types of tea, but we want to make healthy tea.

Bangladesh is an agricultural country and one of the most important agricultural products in our
country is jute. Around 80 percent jute was produced in Bangladesh. In the past, only jute fiber
got the main attention. But those days are gone. Now, we are focusing on diversified use of jute.
But with the course of time, jute has started losing its golden days. But we are trying to bringing
back our golden fiber and trying to use it in a drinkable way.

Jute leaf contain ingredients such as iron, calcium, carotene, fiber, carbohydrate, protein and
vitamins. We took the advantage of our weather and we know Bangladesh is very good at jute
production. So we took this advantage to make it use as product.

2.0 The Idea

We have come up with an idea for new tea and that is Jute Tea.

Health conscious people, old and sick people will enjoy and benefited from drinking this jute tea.
As we working on a new product, so we want to introduce Jute tea in Bangladesh as it is not
introduced here before then internationally. Today life became so stressful. In a busy day people
will drink some organic things at least that can fight against cancer diabetic type disease.

The organic drink touted as “jute green tea” has 30 percent more calorie than spinach, and it
contains iron, vitamin C, vitamin D and anti-oxidants, according to scientists at Bangladesh Jute
Research Institute. The drink is healthy and tasty. It would help tackle constipation, diabetes,
cancer and ageing. We are focusing on diversified use of jute.

The jute herbal drink will earn worldwide reputation as its quality is very good and it is organic.
3.0 Brand Equity

Brand equity means brand value. It is determined by consumer perception of and experiences
with the brand. As our company is a new company, we need to create brand equity. Because it is
very important for any brand. There are 6 we can create brand equity and this are.
3.1. Brand salience: Brand salience is what brands come to mind when consumers are in a
buying situation.
1. A healthy drink should come first in customer mind.
2. A tea that is Bengal’s own innovation with the Golden fiver (Jute)
3. We will try to reach potential buyer continuously. We will also try to make emotional
connection with the customer.
4. We will try to make the product design look and feel unforgettable.

3.2. Brand performance: Brand performance is very important for a new company.
1. We will try to provide consistence taste and performance from our Jute tea.
2. If there is any problem with product, we will try to provide help as soon as possible.
3. Our product will have unique, lucrative packaging.
4. Pricing will be competitive pricing .Lower than green tea and other herbal tea and higher
than regular tea.

3.3. Brand imagery: Brand imagery is the tangible or intangible elements that consumers
associate with a brand.
1. We will try to create most memorable logo that will represent our brand.
2. A catchy tagline.
3. Few slogan for different marketing campaign , that will attract them
4. From the beginning we will provide free tea in different area. So customer can taste the
tea and make an image of the brand from their direct experience.
5. We can also sponsor corporate, social, school, college, university event.

3.4. Brand judgments: Brand judgments are customer’s personal opinions about and
evaluations of the brand. Customers make judgments based on brand quality, credibility,
consideration, trustworthiness and superiority.
1. We will provide good quality product. As we concentrate on health benefit of our
consumer we will definitely ensure best premium quality of our product. We hope, we
will be able to make many loyal customers.
3.5.Brand feelings: We have to present our brand in a good way. Brand feelings are customer’s
emotional response towards the brand. As we are a new brand, we have to create it. We will try
to give those feeling through our advertisement.

1. Warmth: As our customer is “between 30 to 60+” they have to go through a lot of stress
because of their office work and other thing.
After getting a short break between their office times they usually look for the tea, as to
release there working stress. For this reason our product will help them to release there
stress, as we focus on the health benefit of our consumer. It will boost their energy and
rest of the office time they will accomplish their work with better feelings.

2. Excitement: As our brand will be unique among the tree brands, Customer will feel
excitement for the uniqueness of our brand. And will try to ensure it through our all
marketing process.

3. Security: there will be no side effect from our brand products. And ensurity of getting
benefit on some disease.100% organic

4. Social approval: We will endorse celebrity who are health conscious and few doctors.
Though our tea is healthy, drinking our tea customer can give social approval who will be
benefited.

3.6. Brand resonance:

We will try our best to make a good relation with customer. We will satisfy their need and try to
make loyal customer. If we are able to make loyal customer, they will become brand ambassador
for our product. We will use celebrity and loyal customer to promote our brand different way.
We will communicate with our loyal customer through Website social media such Facebook
page and a tale free number where they can get health advice as well.
We will arrange tour for our loyal customer to demonstrate our produce directly that may help to
create community fillings create among our loyal consumer.
We will try to make sense of community among our customer. We will try to engage with
customers actively.

4.0Brand Elements

Company Name: Golden Tea

Industry: Food and Beverage
Logo:

Tagline:
সুস্থতা হোক চু মুকে চু মুকে

Packing
Back Side
Mission & Vision
Mission: To inspire healthier habits by connecting people to nature and building the best
products that cause no unnecessary harm.

Vision: To be the leading provider of health products in a convenient, relaxed, friendly

environment, that insures the highest level of quality product and best care of healthiness.

5.0 Philosophies to build brand elements:

Purpose:

The jute herbal drink will earn worldwide reputation as its quality is very good and it is organic.
Jute was once called the 'golden fiber' of Bangladesh. Around 80 percent jute was produced in
Bangladesh. In the past, only jute fiber got the main attention. But those days are gone. Now, we
are focusing on diversified use of jute. But with the course of time, jute has started losing its
golden days. But we are trying to bringing back our golden fiber and trying to use it as a ‘Golden
tea’. We took the advantage of our weather and we know Bangladesh is very good at jute
production. So we took this advantage to make it use as product.

Today life became so stressful. In a busy day people will drink some organic things at least that
can fight against cancer diabetic type disease.

Community:

1. We will make health club (yoga), a tea lovers group.

2. Besides that we will do strategic alliance with some strong community like Quantum
Foundation, Cancer Support Club, Diabetics Associations ETC.

Identity: It’s a visual component and representation of logos, typography, colors, package, and
message to attract customers. We already show this.

Differentiators: Jute tea itself a unique product, the ingredient is the main differentiator. No
other company is selling it in Bangladesh.

Memorability: To achieve a high level brand awareness or attention to the brand itself. Those
elements for memorability should be inherent and attention getting and to facilitate recognition
and recall. Our product we are working “GOLDEN TIME” is very easy to utter, An Unique
product with unique name as consumers will easy say our products name of the brand to anybody
& also the logo based on our brand has a very remarkable logo. So it will be very for customers
to remember our brand name.

Meaningfulness: Every brand should have a meaning. For that brand elements can take all sorts
of meaning and it can be both descriptive and persuasive.

1. Firstly to generate general information about the product nature and of course developing
awareness in particular product categories. Basically we are producing tea which is based
on Jute.
2. Secondly to specify information and brand elements that need to have a persuasive
meaning about particular attribute and benefits which is necessary to define the particular
category of brand. Our brands motto is about health benefits.
Transferability:
Our Mother company is Golden tea, If future we will introduce some extension of the product.
We will ensure that extension have its own image. We don’t have any plan to rebranding because
in all our product we will ensure health benefit first.
Adaptability:
We are mainly releasing 1 flavor. By providing different types of events we will adopt the
customer’s opinion about the customers approach our product & based on the taste of customers
we will change the quality and flavor.
Protect ability:
Choosing brand elements that can be legally protected with appropriate legal bodies as well as
defend trademarks from unauthorized competitive infringements.
6.0Mix & Match of brand Elements
Evaluate:
To evaluate our products we will use different types of communication. We can use Facebook as
it is the world’s largest communication option. We can approach to the people faster by doing
that. We will do Tv ads also as there are so many people who is still fond of watching tv in this
online world. Nowadays the use of Social Media are gradually increasing. So we can also boot
up our product on social media for further evaluation & we can also do mobile marketing and let
the customer be updated with the benefits and different types of offers.
Identify:
We will observe the lifestyle & behavior of the target customers like how they approaches our
product & how many times they drinks tea.
Determine:
It’s a mixture of above two ( Evaluate and Identify) after evaluating our product in different
communication segment and providing the necessary data based on the Age segment (30-60+)
we will have our optimal economy and based on that we can determine about the revenue and of
course a suitable cost of the product.

7.0. Leveraging Secondary Brand Association

We, at the present era, belong to a world where we have both smoker and non-smoker. Though
initially dividing the entire target market into smoker and non-smoker group, both the group’s
basic need is to stay fit and healthy.
Here, as we have already highlighted the characteristics of our product, Golden Jute Tea that it
is basically based on jute and this organic drink have 30 percent more calorie than spinach, and it
contains iron, vitamin C, vitamin D and anti-oxidants, according to scientists at Bangladesh Jute
Research Institute. The drink is healthy and tasty and at the same time it helps to tackle
constipation, diabetes, cancer and ageing.
 If we simply try to figure out the basic health issues that we, the entire population
basically suffers from, due to our tight schedule and eating habits then constipation and
diabetes are the most highlighted ones.
 Again, the number of smoker is at some point, much higher than the non-smoker and
being them to be at a higher risk of cancer is also nothing much new, rather has become a
normal thing that if you are a smoker than today or tomorrow, you will have cancer.
 Now, dart comes to those consumers who are way too conscious about their health and
beauty which highly relates to the aging issue. Obviously, a person who really do
pampers themselves would also be highly care about the aging factor as well.
 Last but, not the least, “constipation” and according to a fiscal year report of 2019,
worldwide, approximately 12% of people suffer from self-defined constipation; people in
the Americas and the Asian Pacific suffer twice as much as their European counterparts.
So yes, it is a big issue to be notified.

Golden Jute Tea containing the following( feature):

 Iron
 Vitamin C
 Vitamin D
 Anti-oxidants

Benefit:
As certified by the scientists at Bangladesh Jute Research Institute, has the perfect combination
to fight against:
 Constipation
 Diabetes
 Cancer
 Ageing

So, we are going to do the branding and market our product basing on these above
mentioned points.
7.1. Chanel of Distribution:
For the convenience of collection, storing and processing of raw materials starting from the
initial stage of collecting those from suppliers till distribution to the consumers in the best
possible way, we have set out our warehouse and processing factory at the nearest possible
locations where our raw material suppliers are located.
At the initial stage, we have chosen the three most basic places, where jute is produced in
abundance and these places are:
 Manikganj (not only for jute is produced in huge quantity over here, but, also because it
is the nearest location from Dhaka)
 Barisal (chosen because of the abundance in production, quality of jute and better rate)
 Chittagong ( chosen because the target market over this zone is very strongly available
and for the port area)

7.2. Co-Branding:

On the other hand, BRAC, who has been ranked as the world’s number one non-governmental
organization (NGO) of the year 2020 by NGO Advisor, an independent Geneva-based media
organization. It is the leading development organization based in Bangladesh and has retained its
top spot in part due to its robust leadership and governance structure and continued commitment
to systemic change. BRAC is well known for embracing the products that represents the pure
nature and traditional culture of Bangladesh and so, what can be a better option than BRAC for
the “Golden Jute Tea” (which is recognized as cash crop/golden crop for Bangladesh) to get co-
branded with. In this co-branding, both the organizations will be benefitted equally, as in,
Golden Jute Tea for BRAC’s goodwill and BRAC for Golden Jute Tea’s core ingredient
which is “Jute”.

7.3Ingredient Branding:

Bangladesh is agro based country and is unique in providing for centuries all the physiological
and climatically combined elements for rich and luxuriant growth in high yield of jute crop due
to its geographical location being an alluvial plate crisscrossed by innumerable water bodies and
tributaries sandwiched between t the Bay of Bengal in the South and the Himalayas in the North
and East. It is considered as the “Golden Crop” of Bangladesh and has also given a world
renowned platform. We are also going to promote jute in some of our campaign.
Channel I “Shaik Shiraj Show Mati O Manush” Eid program we will sponsor. Also will
promote some documentary on jute and the history of jute in various platform.

7.4. Strategic marketing

In order to build off of market knowledge to develop a customer-centered strategy, or plan and
approach, to marketing campaigns with the ultimate goal of profitability for the organization we
will be initially focus on the core benefits that the “Golden Jute Tea” has come up to offer its
target market. To do so, we must also need to consider how this strategy applies to the factors:
 Marketing Research
 Consumer Behavior
 Media Strategy

And to do these, we will basically plan the entire theme by highlighting the facts that our product
“Golden Jute Tea” holds being itself more as the most unique category of product in the
country.
Media Strategy:
We will design our campaign in an unconventional way. The main motto of our campaign is not
only to promote our new branded product but also to evoke the inspiration of having a healthier
and fit lifestyle. Besides, in our promotional campaign we will also show how we can meet
variety needs of our customer’s healthcare via the core benefits of our product.
Campaign:
We will arrange an experience booth for the taste promotion of our product. Here, basically we
are coming up with the flavor of the unique taste of our product in order to let our customer
know that what we are offering them and what benefits they will be able to have if they start
consuming this product. By doing so, we will be able to know about the customers demand very
well.

8.0.IMC Plan
In the globalized economy that we live in, Golden Tea will constantly improve and look for new
opportunities to sell products.
8.1. IMC Objectives

1. For the new product, “Golden Tea ” we targeted to sale at least 80,000 units in the
first 3 months, in the following 3 months of the plan will be researched to at least
35,000 units per month.
2. Secondly, as the company strategy is to increase use of online marketing, in this
marketing communication plan will be increased to use of online marketing and
promotion.
3. Achieve and secure 80% of herbal tea market and maintain the leadership.
4. Delivering the appropriate communications into consumers’ buying decisions through
IMC program
5. Attract the new potentials.
6. Ensure customer’s satisfaction and respect and to guarantee the responsibilities to the
whole communities.
7. Increase sales nationally and internationally.
8. Generate more profits to company and stakeholders.

8.2Target Market

Socio Economic Class - A, B, C

Age Between: 30 to 60+

Average Monthly Income: 20,000+

Life Style: Health Consciousness

8.3.Pricing strategy
We are following competitive pricing strategy.Though we are producing jute tea, we don’t have
any direct competitors and raw material cost are cheaper. So we are going to keep the price less
than herbal tea such green tea, and more that regular tea. Also justify by production cost.

Kazi 100 gm. green tea: 210tk

Kazi 100 gm. regular tea; 100tk

Golden tea 100 gm.: 189tk

8.4.Pre- Launch and Launching Campaign:

We will inventively require a launch campaign or brand structuring though we are new to
market. Ro rapidly alert all prospective customers of your entrance into the market. Consumer
facing brand,
 Gonna invest here our 50% total budget for 1 year marketing for combination of product
placement , public relations, and mass advertising.

 We will also promote some van called “সুস্থতার গাড়ি” where people will get doctor’s
advice at free of cost. Where will get more attention .In the middle of that promotion we
will aware people about Golden tea.

 Will promote Local jute farmer and the golden history of jute , by doing this we are
basically promote our ingredient.

 Will publish a book on Book Fair called “চায়ের ইতিবৃত্ত”.

 Will launch Bangladesh’s first tea lovers group “চা খোড়”

Launching will be at Bangladesh Jute corporations headquarter with endorsement of

celebrity who are health conscious such Joya Ahsan , Nobel , Purnima , Suborna
mustofa , DR. Abdullah ( head of medicine BARDEM) , and who love tea such Arnob,
Mustofa sorwar faruki .
8.5.Promotion strategy

A combination of Push and Pull promotion mix has been chosen. On one hand, consumer
advertising is directly applied to attract consumers’ attention. Besides, “Push” the product
through distribution channels to final customers is also used effectively. Five promotion tools are
used to reach the customers’ attention Advertising.
 Advertising : Print media, TV , Radio, Billboard
 TV advertising: “সুস্থতা হোক চু মুকে চু মুকে” ,
“ব্যস্ততম দিনে আপনার সাথে স্বাস্থ্যের খেয়াল রাখবে Golden Tea “,
“আপনার প্রিয়জনের স্বাস্থ্যের খেয়াল রাখবে Golden Tea .
ETC will be message where Health is the main concern. It will be broadcast during
popular show, Cricket matches, Health program ETC.

Our target age group have a habit of watching TV News during the Dinner. However, it
brings significant realizations as it helps to promote 0° Tea on a large scale and quickly
remind people of the product.
 Magazines and newspapers: Health magazine, doctor’s journal, fitness magazine. A big
message title, product image and model image are designed similar to the TV
advertising’s one to catch customers’ attention.
 Internet: We will use 360 degree Digital marketing here E-commerce to SEO in all
popular social media specially where our target customer are available. Mainly focus on
linked in.

 Consumer promotion: When entering a new market, to promote the product more
effectively, at some places, a free amount of Tea in TSC , Ramna Park ( people come
here for walk) , Fitness center etc. where available for consumers. Moreover, the price
pack as mentioned above “buy 3 for the price of 2 Package” encourages customers
buying power.

 Trade promotion: Giving wholesalers and retailers discounts and allowances is the most
effective method to persuade them to carry the brand, give “Golden Tea” a shelf space,
promote in advertising, and “push” it to final customers. Will décor some tea stall in
some popular gathering area.

 Public relations : To prepare for expanding its market to some other Asian countries,
besides of being a sponsor for annual activities and contributing to charity funds, Golden
Tea will be one of the main sponsors for the great events like Asia Cup Cricket which
promisingly develop its image inside and outside Bangladesh.

 Personal Selling: To enlarge Golden tea’s market, we can cannot lay on the efforts of its
wholesalers and retailers only. More official brand outlets in some big cities (Dhaka,
Chittagong, Rajshahi, Barishal) and invest money in designing professional sale staffs.
Selling to increase the sales for product. Each outlet is assigned to be a selling team. It
means that each team will be responsible for the demand from retailers, wholesalers, and
individual customers at a particular area.

 Direct marketing: Golden Tea is a daily product targeted to almost every people in the
society, therefore, developing the direct marketing such as selling by mail and telephone
seems to be ineffective to the. That is the reason why this domain is not applied.
8.6.Control Program

When applying the Marketing plan to the product’s real market, it is necessary to have some
methods of evaluating the efficiency of their work to support the positive sides and fix the bad
drawbacks, in order to build up a better product, service and reputation.

 Market research: It is very important to conduct the market research to know whether the
customers have satisfied with the tea or not. Consumers give feedback on how they
assess the product and customer services. The Market research helps the Golden Tea to
define the reasons, give solutions to the problems, and then improve them, also will help
to brand extension.

Number of sales: The quantity of sales is the top considered factor of almost every
business. The figures given through the sale volumes illustrate the success of product and
how effective the promoting campaigns works. As a result, the Golden Tea will continue
developing important strategies to make more profit.

 Total cost and profit: To increase profit Golden Tea has to decrease the total cost of
production. There are some ways of reducing the cost such as cutting down the spending
on product’s quality or promotion. The price rising seems to be not easy because it
depends on the similar type of products’ price and the reaction of consumers.

9.0.Brand Architecture

Our organized structure of the company’s portfolio of brands, sub-brands, and other offerings will be in
one umbrella of Golden Company.

Master Brand: Golden Tea

Sub Brand: Not doing right now

9.1.Branded House VS House of Brand

Branded House:
We will follow Branded house strategy. A Branded House is the most common form of brand
architecture. Major brands like Google and Apple are exemplary models of this style, wherein
both smaller sub-brands, but all have are marketed and operated under the umbrella of the parent
brand.
In our Brand, “Golden Tea” we are right now just offering a single product that is a 100mg tea
pack, named “Golden Tea” and we are currently focusing on branded house approach.

House of Brands:
House of Brands is home to numerous brands, each independent of one another, and each with its
own audience, marketing, look and feel. We are not going to follow this one.

9.2.New Product vs. Brand Extension:

We will do Brand Extension in related category and image.
Specially follow the rules of same product in new variant. Same brand name is used to introduce
a new variant in the same product category so we will follow Line Extension. So our brand
extensions help develop and nurture the meaning if the brand.
Such we will introduce Tea Bag, Mini pack (50 gram), Meant flavor jute tea ETC in near future.

Example:

Conclusion:

Introducing good health is the only motive of Golden tea. Bangladesh as a over populated
country needs to have healthy food as much as possible. Jute tea being a cheap product, it would
be acceptable to all. Golden Tea aims to be launched as soon as possible. Good Health is all we
need to promote. Golden tea bears trust of health and ensures fitness to the world.
Reference:
https://www.healthbenefitstimes.com/jute/
https://www.addressbazar.com/category/jute-goods-tea
https://www.thedailystar.net/frontpage/care-herbal-drink-jute-1318603
https://www.pearsonhighered.com/assets/preface/0/1/3/4/0134892496.pdf