Sensitivity: Internal
Distribution Management [MKT625.1] NSU Spring 2021
1. Jafflong tea brand in terms of value it is offering to its target segment (s).
Jafflong Classic tea brand slogan tag “Sip Positive”. That slogan encourages people to build a positive attitude towards their nature. The slogan
impacts a lot and also manipulates consumers’ psychology during final purchasing decisions time.
Market segmentation
Value it is offering
Psychological needs
Offer High quality (export quality) tea
Ensure maximum health benefit health by offering Zero calorie, Zero
sugar-free tea.
Also offer Green Tea, Black tea, Flavored tea.
Economic benefits
Charge lower comparatively competitors
Offer discounts for bulk amount purchase
Functional values
Jaflong tea is available in both online and offline store
Jafflong tea export tea that means they maintain export quality which
is more acceptable in mass people.
Jafflong tea did their market segments from a psychological, economical, and functional value perspective. First, they select a logo which may
help to create a positive impression towards consumers mind. Secondly classified their products based on consumers need, and offer varieties of
size so that people can buy according to their needs and always available both online and offline store so that mass people can buy according to
their needs.
2. UNIQUE characteristics of Jafflong tea
In terms of Demography:
Overall tea demography market
In all areas, people drink tea. Chittagong, Dhaka areas people consumed more than 70% tea. The rest of the tea is consumed by other regional
areas.
Urban Area: 65% of people consumed tea in Urban area
Rural Area: 80% of people consumed tea in the rural area
Age group: 22-45 years old people consumed more tea
Education: educated and health concern people consume green tea and black tea. General people consume premium or classical tea
Income: higher income group people prefer premium quality tea
Average income group people prefer classic tea rather than the premium one.
Jafflong tea needs to concern that issues. Jafflong tea is more available in the urban area rather than in rural areas. Whether rural areas customers
rate is high. And mass people prefer classic one rather than premium or flavored one.
In Terms of Behavioral:
Usage rate -3-4 cups daily (average basis)
Tea demand rate-95.2 million KG
