Marketing Plan
1.0 EXECUTIVE SUMMARY
Boh Tea is under BOH Plantations Sdn Bhd. And it is the leading tea grower in Malaysia with four tea gardens – Boh, Sungei Palas and Fairlie situated in Cameron Highlands, and Bukit Cheeding in Selangor – constituting a total land area of 1200 hectares. With a production capacity approaching 3000kgs per hectare, the Company produces 4 million kgs of tea annually which translates to about 5.5 million cups per day. This represents about 70% of all tea produced in Malaysia.
BOH dominates the domestic retail market. While maintaining its market position locally, the Company is also expanding into foreign niche markets. Today BOH exports its brand of prime grade teas to various countries including the USA, United Arab Emirates, Japan, Singapore and Brunei. The Company is one of the few vertically-integrated tea companies in the world. It has operations ranging the entire spectrum of tea manufacture - from cultivation and processing to the packaging and marketing of its wide range of locally grown robust black teas.
The marketing objectives are to identify the market situation, to identify the product competitors and their strategies, to know in depth and well about the product strength and weakness. To solve the problem encountered and identified by the company, and to find out the consumer needs and wants. Besides that, used the marketing strategies to create a new advertising, promotional strategies to enhance the product market with a new fresh idea to attract people to buy this Tea Boh Apple Mints in the future.
2. INDUSTRY ANALYSIS
BOH’s operations are mechanised while application of fertilisers is carried out aerially and harvesting is done by hand-held machines or raised tractor harvesters. Each of BOH’s tea gardens has its own processing facility and the Fairlie tea garden utilises some of the most modern machines in the world. BOH also packs all its tea at its
Boh Tea is under BOH Plantations Sdn Bhd. And it is the leading tea grower in Malaysia with four tea gardens – Boh, Sungei Palas and Fairlie situated in Cameron Highlands, and Bukit Cheeding in Selangor – constituting a total land area of 1200 hectares. With a production capacity approaching 3000kgs per hectare, the Company produces 4 million kgs of tea annually which translates to about 5.5 million cups per day. This represents about 70% of all tea produced in Malaysia.
BOH dominates the domestic retail market. While maintaining its market position locally, the Company is also expanding into foreign niche markets. Today BOH exports its brand of prime grade teas to various countries including the USA, United Arab Emirates, Japan, Singapore and Brunei. The Company is one of the few vertically-integrated tea companies in the world. It has operations ranging the entire spectrum of tea manufacture - from cultivation and processing to the packaging and marketing of its wide range of locally grown robust black teas.
The marketing objectives are to identify the market situation, to identify the product competitors and their strategies, to know in depth and well about the product strength and weakness. To solve the problem encountered and identified by the company, and to find out the consumer needs and wants. Besides that, used the marketing strategies to create a new advertising, promotional strategies to enhance the product market with a new fresh idea to attract people to buy this Tea Boh Apple Mints in the future.
2. INDUSTRY ANALYSIS
BOH’s operations are mechanised while application of fertilisers is carried out aerially and harvesting is done by hand-held machines or raised tractor harvesters. Each of BOH’s tea gardens has its own processing facility and the Fairlie tea garden utilises some of the most modern machines in the world. BOH also packs all its tea at its
References: a) http://boh.com.my/ b) http://en.wikipedia.org/wiki/Tea c) http://www.sweetadditions.net/food-drinks/green-apple-fruit-benefits ----------------------- Tea box (outside) Tea bag (inside) Tea box (inside)