Trang 1 THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING MARKETING DEPARTMENT ---�㵞�㵜�㵮�㵞�㵜--- MARKETING PLAN TOPIC: MARKETING PLAN FOR EXPORTING OOLONG TEA IN PAKISTAN - ECO PRODUCTS JOI
MARKET OVERVIEW
Executive Summary
- Pakistan is one of the world's top tea importers, spending about $600 million annually to meet the needs of 220 million people, each Pakistani drinking an average of four to six cups of tea a day Although the economy is collapsing, Pakistanis are not ready to give up this tea habit Therefore, the Pakistan market can be a potential export market for our Cozy brand Oolong fresh tea
- Cozy is a brand with more than 20 years of experience in the industry, and one of the prominent Vietnamese tea brands in Vietnam Cozy's products come from tea raw materials from Phu Tho tea plantations, manual cultivation, collection, processing, and large-scale advanced processing technology in Southeast Asia Cozy Oolong Tea is a delicious product of Eco products company Fresh tea buds were selected in the Thai Nguyen tea area Combined with modern technology and production lines of the US and Italy Cozy has created a convenient Oolong tea box, which is fresh tea leaves and has the typical flavor of Vietnamese traditional tea, and it is also suitable for the pocket as well as the needs of Pakistani people In addition, green tea has the effect of supporting the digestive system because Tannin and Polyphenol compounds in tea have the ability to treat stomach and intestinal diseases In addition, the product also supports increasing the body's resistance, promoting oral health, reducing the risk of oral cancer, and fighting bacteria that cause bad breath With the above factors proved that Pakistan will be a potential market for tea export Therefore, applying the knowledge our group has learned along with the potential of the export market, we have chosen the topic: "Building a marketing plan for exporting Oolong tea in Pakistan - Joint Stock Company Eco Products ECO Products'' From there, giving penetration strategies to be able to export Olong fresh tea boxes to the Pakistani market more effectively.
Company’s mission statement and a short profile of the company
• Trading name: Ecological Products Joint Stock Company (ECO PRODUCTS., JSC)
Figure 1: LOGO ECO – PRODUCT JOINT STOCK COMPANY
Cozy- In English, it means a protective layer made of wool capable of keeping teacups warm, besides it also means a feeling of comfort and satisfaction The company uses this name with the message that it wants to provide its customers with tea products that can help customers feel satisfied in each cup of tea Besides, the name Cozy is short, so Vietnamese users can easily read, remember, and internationalize
Eco Products constantly creating and improving to bring tea product lines with attractive, unique, and different flavors to satisfy the needs of Vietnamese consumers to enjoy tea In addition, the company also has the policy to take the lead in creating modern consumer trends and styles, committing to bring clean, environmentally friendly, and healthy tea products to consumers
The mission of Cozy tea and ECO Products is to become a leading corporation in Vietnam in the field of tea, bringing the Vietnamese brand off in the integration period, to not only succeed in the country but also reach out to the world market, affirming the "Pride of Vietnamese Tea"
- Eco-Products Joint Stock Company - ECO Product is a New Generation tea group, a leading manufacturer and exporter in Vietnam established in 2003
- To achieve the position of one of the leading brands in the tea industry in Vietnam today, the entire team at Eco product has devoted their own strength and wisdom with a clear operating motto: "Transforming the business experience, long-term know-how to make tea into the most suitable products for consumers through modern machinery and technology” With technologies imported directly from Italy, Eco Product is producing high-quality tea products with the same quality as world-famous brands present in Vietnam Eco-Products is considered the first company in the country that can make good products, which can completely replace imported tea for so long
- For Cozy tea, ECO Product is now capable of controlling the system of tea farms in many provinces and cities of Vietnam, can produce it by itself, just need to invest in branding and distribution system, High-quality products
- Cozy has officially put into operation a new production complex in Phu Tho with a total area of 30-50 hectares, with a total investment of over 20 million USD This complex operates entirely by machine, ensuring to bring to the market clean tea products from the system of growing tea, jasmine, lotus, ginger materials to the process of drying, marinating lotus, … In addition, Cozy also develops eco-zones for customers from more than 40 export markets to visit This is the advantage that Cozy focuses on exploiting to hit the weaknesses of the big guys
- The company is trying hard to turn Cozy brand products into tea with Asian characteristics that other brands do not have With long-term tea-making experience and a thorough understanding of the characteristics, Eco Product uses carefully selected tea ingredients that are developed methodically in most of the famous tea regions of the country With almost 20
4 years of experience in the tea industry, Cozy is confident that the company is gradually becoming the leading Vietnamese tea brand in Vietnam.
COUNTRY SELECTED - PAKISTAN
Country selected
2.1.1 Brief discussion of the country’s relevant historical developments
- Pakistan (Islamic Republic of Pakistan) was separated from India in 1947 by disputes over religious unity and the rights of the laity It has the second largest number of Muslims in the world, second only to Indonesia, and has been exposed to cultures such as Vedic, Persian, Indo-Greek, Turk-Mongolian and Muslim So, it is a multilingual country with more than sixty languages currently spoken with English being the official language of Pakistan and used in commerce, government and legal contracts The state of Pakistan retains most of the laws inherited from British law that has been enforced by Great Britain since the nineteenth century
- Pakistan's economy has been affected by upheavals, political changes, rapid population growth due to confrontation with India However, the IMF (International Monetary Fund) has agreed to government policies, supported by foreign investment, allowing the economy to join the world market, creating an impetus for economic recovery macro at the end of the decade
As a result, Pakistan's poverty rate has decreased by 10% since 2001
- Pakistani society is largely hierarchical, with great respect for traditional Islamic values, although urban families have developed into a nuclear family system because of socioeconomic repressions society has been imposed by the traditional communal family system
- Pakistan is a developing country, with a fast-growing economy, mainly textile, chemical, food processing, agriculture, and some other industries Tourism remains a growing industry in Pakistan thanks to the diversity of cultures, people, and landscapes
- They have a long traditional tea culture, Pakistan has become the largest international tea importer and the leading tea consumer in the world, with a per capita consumption of tea of 1 kg/year (Hong Anh) ,2022) Despite encouraging tea cultivation in many parts of the country, Pakistan is unlikely to be able to satisfy the domestic demand for tea because of the lack of
6 suitable human resources, poor planning and management skills and the inability to attract outsourced implementation resulting in time and cost overruns
2.1.2 The National Business Environment a Economic environment
- Pakistan is a developing country, with a semi-industrial economy Major exports include textiles, leather goods, sporting goods, chemicals, and carpets As of May 2021, the Pakistani government has predicted that the future growth rate will be 5%, one of the highest in South Asia According to the World Bank, Pakistan's poverty rate fell from 64.3% in 2001 to 21.9% in 2018 The country's improved macroeconomic position has been upgraded by Moody's Investors Service for debt development of Pakistan to "stable"
- The Pakistani economy is the 20th largest economy by purchasing power parity (PPP) and the 35th largest in terms of nominal gross domestic product Pakistan has a population of more than 220 million people (5th largest in the world), with a GDP (nominal) of 347 billion USD The estimated figure is around $435.5 billion with a GDP per capita (nominal) of 1,666 USD and a GDP per capita (PPP) of 5,973 USD b Legal environment
The legal system of Pakistan is a mixture of Anglo-Islamic law which grew out of the interaction of English and Islamic laws prior to 1947 In recent years there has been a trend in Pakistan, similar to that experienced in other countries in the Islamic world, towards the
7 implementation of Islamic principles and the deemphasis of previous Western-imposed influences The legal system is administered by civil and Shariah courts In general, commercial activities of the type undertaken by most foreign investments are regulated by Western-style laws and by the civil courts c Political environment
Pakistani politics take place within the framework established by the constitution The country is a federal parliamentary republic in which provincial governments enjoy a high degree of autonomy and residency Executive power is vested in the national cabinet headed by the Prime Minister of Pakistan (Shehbaz Sharif; as of 11 April 2022), who works closely together with both houses of parliament and the judiciary The provisions set forth by the constitution provide a delicate check and balance in sharing powers between the executive, legislative, and judicial branches of government d Natural environment
+ Pakistan, part of the greater Indian subcontinent, is situated at the crossroads of the Middle East and Asia
+ It is bordered by Iran and Afghanistan on the west; China on the north; the disputed territory of Jammu and Kashmir on the northeast; India on the east; and the Arabian Sea on the south
=> Convenience in exchanging goods by land and sea
- Terrain: flat Indus plain in the east; mountains in the north and northwest; Balochistan plateau in the west
- Natural resources: land, extensive natural gas reserves, limited petroleum, poor quality coal, iron ore, copper, salt, limestone
=> Create favorable conditions for products to adapt when entering the Pakistani market e Demographic environment
- Population: 229,448,995 (Pakistan is ranked 5th in the world in the ranking of the population of countries and territories.)
- Language: Punjabi 48%, Sindhi 12%, Siraiki (a Punjabi variant) 10%, Pashtu 8%, Urdu (official) 8%, Balochi 3%, Hindko 2%, Brahui 1%, English (official and lingua franca of Pakistani elite and most government ministries), Burushaski, and other 8% f Socio-cultural environment
- Pakistan is a major tea importer, and the beverage is popular among both the affluent and the poor The average Pakistani is said to consume at least three cups of tea every day Tea is one of the most popular drinks in Pakistan, since it is consumed on practically every occasion, whether at work, at home, or in restaurants
- Pakistan's tea culture is vast and diverse, with each area having its own set of tastes and types Elaichi Chai is famous in Karachi, whilst Doodh Pati Chai (a thick and creamy variation) is popular in Punjab Sweet biscuits come in a variety of flavors and are served with tea The Khyber Pakhtunkhwa area in northern Pakistan drinks a green tea known as
Figure 4 Ratio of men and women in Pakistan in 2022
'kahwah.' Finally, a 'pink' Kashmiri chai, a beautiful mixture of pink, milky tea with pistachio and cardamoms, is savored in Kashmir
- Tea, or chai, is offered according on the individual's preferences Some enjoy it strong, while others want it sweet Some folks like it without milk or sugar
2.1.3 Market and Size Potential a Economy
Pakistan's history of economic development is fascinating In its early years, it saw a phenomenal rate of expansion, but Pakistan today is quite different from the nation it was in the 1950s and 1960s Unfortunately, Pakistan's rising external debt has reached a point where additional borrowing could cause the economy to become unstable The biggest issue with Pakistan's fiscal strategy is the repayment of these debts, which are passed on to future generations Pakistan is unable to use its financial resources for the development of its infrastructure because of the enormous amount of debt it has and the cost of paying the interest Most of Pakistan's external debt obligations are long-term loans from IFIs, multilateral organizations, and the Paris Club Less than 5% of the total public debt is made up of sovereign bonds (market-based external debt) The impact of the Pakistani rupee declining value is a different issue that aggravates the high level of external leverage Due to the depreciation of
SWOT
- Clear origin: Currently in Pakistan people are consuming most tea of unknown origin and ingredients Therefore, on each product of the enterprise will be printed with all ingredients, origin, food hygiene and safety standards so that customers can trust consumers
- Convenience: By using bag-type packaging, consumers can repack it more easily, as well as store and transport it better than products with other types of packaging
- Environmentally friendly: Responding to the trend of green consumption around the world,
Cozy products are fully packaged using recycled materials, which can contribute to reducing waste in the future
- Difficult to store: For tea products that are packaged by businesses, customers must always remember to close the product after each use because if the product is exposed directly to a high- humidity environment, the product will be damaged susceptible to damage as well as threats from insects
- Not a variety of classifications: This product is simply traditional Oolong tea, not innovative, and mixed with many other new flavors, so the product when used for a long time may make consumers feel bored
- Top potential market: Because Pakistan is the country with the leading tea consumption in the world and continuously keeps steady growth over the years And despite facing the
Covid pandemic, the consumption of tea products can still be kept at a stable level, which proves that this is a country with very high demand for this product
- Origin: In the international market, products from Vietnam are also very popular and trusted by consumers Therefore, with the origin completely produced in Vietnam, it can also bring certain advantages to the enterprise's Oolong
- Many competitors: Currently, there are also many competitors in the country such as Tapal, Lipton, and Unilever, which have long experience in trading tea products in Pakistan and have been trusted by many people use Therefore, when entering this market, the company will have to spend a lot on promotion so that users here can understand and know about this product line
- Complicated export process: Since the company has not had much experience in exporting tea to other countries before, the company must research to ensure that its products meet regulations and food safety standards in your target country
ENTRY MODE SELECTION
Entry Mode Selection in Pakistan
- Vietnam is the 7th largest tea producer in the world Vietnam exports tea to 61 countries and territories, ranking fifth in the world in terms of tea exports Besides, Vietnam is currently ranked 2nd in the world, only after China's output and export of green tea At the same time, exports to Pakistan account for the most significant proportion of the structure of Vietnam's tea export market Cozy is a Vietnamese tea brand that has been around for a long time with a delicious taste, rich in traditional and modern tea, appearing on the Vietnamese market since
2003 It is a new tea brand for the consumer market tea is large but complicated like in Pakistan, bringing products to the market is not easy, so it is necessary to determine the appropriate tea penetration method Therefore, Cozy has chosen the B2B (Business to Business) penetration method, which is both direct export and a cooperative export method to have easier access to the tea market in Pakistan
- Tea is the 13th most imported product in Pakistan Pakistan imports tea mainly from Kenya
(495 Million USD) and Vietnam (68.3 Million USD) At the same time, Cozy is the number
1 tea exporter in Vietnam, occupying a market share of more than 10% This means that Cozy Oolong tea products will be produced in Vietnam, then exported to Pakistan and sold through the distribution system of foreign partners who already have a distribution system in the market This method will help Cozy penetrate the market faster, and at the same time, the cost of building a new distribution system will also be reduced Specifically, Cozy will export its Oolong tea products to Pakistan through the Giga Mall retail supermarket system.
Giga Mall in Pakistan
- The biggest shopping mall in Islamabad is called Giga Mall It was introduced on March 22,
2016, and Giga Group owns it and built it on a 4-acre site In the United Arab Emirates, Haji Abdul Rahim Giga Pardesi (Tamgha-e-Imtiaz) founded the Giga Corporation in 1956 The owner of the Giga Mall is his grandson, Mr Najeeb Amin Giga Pardesi Gigamall is one of the few projects with a retail model that combines shopping and entertainment experiences
This is a new shopping center that follows the trend of combining shopping and entertainment experiences, which is a trend in the world (shoppertainment) With the main message "Every experience, every joy", Gigamall not only brings diverse experiences and rich utilities to shoppers, but also a child-friendly play space, a place to relax entertainment for the whole family
- From the above information, it can be seen that, with the strength of being the largest shopping center in Islamabad, if Cozy's products are consumed, the ability to penetrate the Pakistani market will be easier and faster Therefore, Cozy needs to study the regulations of the Pakistani market on tea products, how much toxin content or Halal certification regulations, businesses need to study very carefully, to meet the regulations This can be seen; Cozy has initially achieved success when launching Oolong green tea products with natural ingredients and strict control of aflatoxin content in tea before exporting.
Target Market
- In 2021, Pakistan purchased over US $597 million in tea, making it the world's largest tea importer Pakistan would spend $596 million to purchase 2,258,000 kg of black and green tea
21 in 2021 Pakistan's tea imports climbed by 11.95% during the first three quarters of fiscal year 2021-22 compared to the same time the previous year
- Due to technological restrictions as well as poor natural conditions, the production of Oolong tea can only cover a portion of the people's demands, leaving the Pakistani sector dependent on foreign supplies in order to address domestic demand (statista.com, 2021)
- Tea has been identified as the most popular section of this business in Pakistan because to its steady demand and popularity among Pakistani male adults Juices, fizzy drinks, and milk- based beverages are other significant components of this market
- According to an iris communications poll, 65% of males and 66% of females prefer tea to other beverages in Pakistan, whereas 53% of young people (16-22 years old) and 67% of adults
(22 and above) prefer tea to other beverages Tea has been discovered to be a component of Pakistani culture, leading to an increase in its use in this region According to Maverick Pakistanis, tea consumption in Pakistan is 1kg per capita, which is greater than the global average of 0.75kg per capita In terms of coffee, the majority of it is consumed by the country's metropolitan population
Table 4: Vietnam-Pakistan exports in the first 6 months of 2021:
Number Product VN export (USD)
Yarns, textile yarns of all kinds 57.516.123
Any critical external environment issues not covered in the country selection
- Since the Covid 19 epidemic took place now, the number of infected people is 1,569,076 million people and the number of deaths caused by Coronavirus in Pakistan is 30,581 million people However, the amount of tea consumed in Pakistan has not decreased but is likely to increase further According to the data from the Pakistan Bureau of Statistics (PBS), tea imports from July-March (2021-22) stood at $487,092 million compared to imports of
$435,096 million in the July-March period March (2020-21), according to data from the Pakistan Bureau of Statistics (PBS)
- According to statistics from the General Department of Customs, tea exports in Vietnam in May 2022 reached 9,500 tons, worth 16.9 million USD, down 5.8% in volume, but up 2.7% in value compared to May 2021 In the first 5 months of 2022, tea exports to the Pakistani market increased in both volume and value, reaching 14,400 tons, worth $27.5 million, up 9% in volume and 8.3% in value compared to the same period in 2021 The tea export market to Pakistan accounts for the largest proportion in the structure of Vietnam's tea export market Therefore, this can be considered a potential market for exporting Cozy tea products.
Marketing Objectives
- The rate of attracting new customers in Pakistan reaches 10% in 2023 2024 –
- Increase the company's market share by 10% in 2023 2024 –
- Maintain and develop products in Pakistan's market at a rate of 4% in
- Increase profit for the company by 5% (only in Pakistan market) in 2023 2024 –
- Brand awareness and leads in Pakistan to reach 7% in 2023 2024 –
- Improve PPC ROI by 5% in 2023
- Rank on page one for 100 new brands in Pakistan’s market in 2023
Marketing Strategies
Product strategies
Height - Length - Width: 30 cm - 15 cm - 7 cm
- Oolong tea is called Black Dragon Brown Tea Compared with other types of tea such as green tea, white tea, and black tea, oolong tea has many special features Oolong tea must meet basic processing standards such as: being grown in areas with favorable natural conditions, selected from young, fresh tea buds, and harvested by hand according to the principle of one bud and two leaves on a tea branch to be able to achieve the bar, the aroma of plants brings a pleasant feeling when enjoying Oolong tea is shaped by making round balls, each round, smooth, less inert, green color is 1 tea bud The tea balls are round, with little or no crumbs
- Regarding the level of oxidation, green tea does not need to be oxidized much, black tea needs to be oxidized until the tea leaves turn black, and oolong tea is a tea with an oxidation level between the two i.e only partially oxidized Therefore, Oolong tea has a very distinct taste and color, from the color of the dried tea to the color of the tea after brewing
- Cozy Oolong Tea combines the qualities of green tea and black tea, so there are many surprising health benefits The product contains a lot of vitamins, minerals, and antioxidants
This is a type of tea that does not undergo oxidation and is shaped like a curl, a ball The color of the tea is usually dark green When mixed with green tea water, it will have a green or yellowish-green color with a slightly acrid taste Leaf tea is made in 4 steps including picking tea buds, withering the tea, then rubbing and drying the tea Therefore, in packaging design, Cozy uses zipper bags The advantage of the zipper bag helps the tea not to be broken during transportation but also keeps the tea flavor for a long time In addition, it also helps to prevent air contact between the inside and outside, keeping the tea in a dry, airtight condition This
24 will help ensure more quality as well as product packaging when exporting to consumers in Pakistan
Oolong tea is appreciated all over the world for its very good qualities: fragrant tea, rich in flavor, long aftertaste, etc All are very delicate, can be mixed many times with water Not only is it a very good tea for new tea drinkers, but oolong tea is also a tea used by many tea connoisseurs every day Beside that, our tea is from Lam Dong - the most suitable land for this oolong tea variety, because the natural climate and soil here can produce excellent oolong products
- Oolong Cozy Tea product responses sustainable agriculture standards Rainforest Alliance
- According to the Mayo Clinic, the recommended amount of caffeine is up to 400 milligrams per day for healthy adults Oolong Cozy Tea product has a little caffeine, a cup of oolong tea can contain 12-55 mg of caffeine Compared to black tea containing 23-110mg, oolong is much
25 lower Green tea contains 8-36 mg of caffeine per cup, while white tea contains 6-25mg This will help Pakistanis to use about 4 to 5 cups of tea each day so that they won’t worry too much about their health or their habits
- Besides that, Oolong Cozy Tea product will grow by method of tea organically, reducing pesticides
4.1.6 Compare it to competitors’ products
Brand Original Pure Taste Amount of caffeine in 150ml
1 Cozy Vietnam Oolong relaxing, fragrant tea, rich in flavor, long aftertaste, can mix with milk
2 Tapal Pakistan Black tea, green tea strong, robust blend 60mg
3 Vital Pakistan Black tea, green tea, mixture tea, smooth and distinctive flavor
4 Lipton London Black tea, green tea lightly, fresh
5 Supreme Pakistan Black tea balanced, fresh 55mg
Pricing strategies
Cozy's product price with the goal of entering new markets, so even though it is a high-end product in its product line, the price is still quite "soft" compared to similar beverage markets
Product Discount: Because Cozy is a new business in a new market like Pakistan, Giga Mall offers a 2% discount on the first order Because of Pakistani tea habits, Giga mall will produce an appropriate discount price list, and discounted items for a short period to generate a sense of urgency
4.2.3 Compare these to competitors’ prices
Promotion strategies
+ Online: advertise on Giga Mall's official website and Facebook
+ Outdoor: OOH, Poster near the centers, major roads in Pakistan
- Sweepstake: There is a sweepstakes program when customers buy 1 Cozy Oolong tea bag in the first month
- Buying allowances: Giga Mall will be subsidized when importing products and depending on the number of tea products that Giga Mall imports at Cozy
- Price of deals: The program will be applied within 2 weeks of the 2nd month after the end of the Sweepstake program, customers will be able to buy 1 tea bag at a discounted price of
$4,986 instead of $5.54 as the original price
- Sales training programs: Tea sales staff at Giga Mall will be trained and disseminated knowledge about origin, processing, for employees before selling
- Sampling: Customers will be able to try Oolong tea products from ready-made sales staff at the counter
- Premiums: Customers will be given 1 cup of tea when buying 2 tea bags, the program will take place within 2 weeks of the 3rd month
+ A TVC about oolong tea will be shown continuously on Youtube for the purpose of creating awareness among customers
+ Post upcoming events and promotions on Giga Mall's official website and Facebook
4.3.4 Compare it to competitors’ promotion
Price-pack deal: Packaging that offers the consumer a certain percentage of the product for the same price (for example, an extra 25 percent)
+ Checkout dispensers: At checkout, customers receive a coupon based on the product purchased
Trade allowances: short-term incentives given to incentivize retailers to stock up on products + Trade contest: The contest awards the retailers who sell the most products
+ Training programs: agent staff are trained on how to sell products
+ Brand advertising campaigns have been launched and broadcast on television, radio, newspapers, magazines, and social media platforms
+ They have different promotional strategies like 10% extra or buy one get 1 free, and they have a variety of goods with Lipton's logo to attract people to buy this product
- Brooke Bond: Brooke Bond has begun an advertising campaign that acknowledges women's empowerment and their need to drink Brooke Bond Tea for nutritional supplements Brooke Bond Supreme uses media, radio, print, and outdoor campaigns to promote As part of its promotional policy, Brooke Bond Tea offers discounts at certain times It also offers additional products like free 50g with 250g tea packs.
Distribution strategies
• Ho Chi Minh City (Saigon) port
Sea: This is considered the top priority in shipping goods between countries, especially if shipping with a large volume, the cost will be reduced Located on the Arabian Sea, Karachi serves as a shipping point and is home to two of Pakistan's largest ports, the port of Karachi and the port of Bin Qasim, as well as the busiest airport in Pakistan Eco Product will contract with companies to support shipping to Pakistan such as Evergreen, Cosco, and Maersk, These are reputable international companies, so the delivery time will be guaranteed on time
Giga Mall (Giga Group): Giga Mall Islamabad is an award-winning, iconic, premier shopping destination fulfilling all your explicit and customized indulgences It offers an exceptional retail mix combined with world-class entertainment and leisure attractions Giga Mall is considered a very potential distributor in Pakistan that Eco Product will cooperate With a system of retail stores distributed widely, along with a large scale, Giga Mall will help become
32 more known and will create a big step for Eco Product to penetrate the Pakistani market Therefore, Eco Product will negotiate with Mall’s leaders to get a distribution contract for Eco at AEON throughout Pakistan
- Daraz website specializing in Tea products
- Already have a distribution system because they have been operating since 1947
- Make good use of both of traditional and modern distribution methods
Lipton - Available at 180.000 outlets in Pakistan
- Has headquarter in Karachi and 650 distribution offices all over Pakistan
- Has opened many of its stores because it understands the market better
- High brand awareness, understanding of market needs, and a lot of loyal customers
Recommendations, Evaluation, Measurement and Control
Recommendations
- Conducted surveys to see how the general taste of the Pakistani people preferred flavors: strong or mild, from there, Cozy launched new product lines to continue to maintain and develop the brand in the market
- Refer to the gout of the Pakistani people to see if the color of the packaging will attract their attention, thereby, improving the following product lines
- Release more size and diversity of packaging which can be recycled
- Cozy should research the regulations of the Pakistani market on tea products, how much toxin is, or certification regulations on HALAL A certificate that certifies that the product is free of the prohibited substances required by Shari'ah Islamiah
(Islamic law) and meets the requirements for ingredients
- The government has substantially benefited the price of Olong Cozy tea while exporting to the Pakistani market since tea goods are not subject to export tax or VAT, allowing enterprises to compete with other tea products in the Pakistani market
- After each week, it is advisable to survey the prices of all drinks to be able to adjust the price to suit the consumer's pocket
- It is possible to buy data from market research companies on beverages in general as well as on teas in particular to change pricing policies as well as offer promotions to attract customers
- Research the forms of access that
Pakistani consumers are most often interested in and pay attention to the most such as broadcasting on television, radio, newspapers, magazines and social media platforms can bring information about promotions to them as quickly as possible
- Research to expand the scope of product supply through other channels such as convenience stores and look for other reputable trade centers to distribute products, thereby helping to bring products to customers more easily than before
- It is necessary to create credibility for the brand by inviting someone with a certain influence and prestige for Pakistani people to review the product
- It is necessary to consider the situation of the number of customers buying the product to increase or decrease the number of promotions to create a certain reputation as well as an opportunity to promote to consumers about the new tea brand.
- Since exporting products to a new market requires thorough market research, the company should hire its own legal advisors
- Can research and list the main locations where previous brands like Lipton or Tapal are being displayed to sell their products next to them, thereby helping to increase product awareness when customers visit these stalls.
Evaluation
- Annual report on export revenue to the General Department of Customs
- Refer to the country's tea export market studies to compare and set marketing goals for next year's exports
- For B2B, ask staff at Giga mall to regularly monitor the number of sales orders and summarize and report sales
Every quarter should do research and use measures of export performance are: ˗ EXPERF scale, SEO, ˗ Sales-related indicators such as: export sales ratio, export sales growth, export sales volume and export sales ratio ˗ Profit-related indicators, such as: export profitability, export profitability growth, export profit ratio, and export profit margin ˗ The market share-related indicators for capturing the strategic outcome of exporting, such as: export market share, and export market share growth
Natural disasters, storms and floods are taking place in a few cities in Pakistan causing economic losses, so people can save or choose cheaper tea
Open promotions and incentives to stimulate buyers
Oolong tea may not compete strongly with black tea in the market
Enhancing the experience of trying Cozy Oolong tea products for consumers in Pakistan, so that customers can see the advantages of Cozy Oolong tea products such as less caffeine, they can use more every day, gradually consumers will pay attention, preferably, and be able to make purchasing decisions
Customers use previously consumed tea products instead of changing to a new product
Create products with many differences in packaging, quality as well as many advanced marketing strategies
The transportation of goods from the company in Vietnam to India is not convenient and quite complicated in the process
Partner with support companies specializing in shipping to Pakistan and seek legal advice
The staff of the partner side does not understand the product well
Because Pakistan is still a developing country, Cozy needs to send a team to support and guide the staff about the product's use, usage, and the functions and benefits that the product brings a
10 tác d ng c a trà Ô Longụ ủ (2015, Jul 04) Retrieved from Trà Vi t: ệ https://www.traviet.com/tea-school/tac-dung-cua-tra-o-long/
(2022) Retrieved from Daraz: https://www.daraz.pk/shop/tapal/
(2022) Retrieved from Evergreen Line: https://www.evergreen-line.com/
Alichin, B a (1982) The Rise of Civilization in India and Pakistan
Anh, H (2020, Jul 09) 5 qu c gia nh p khố ậ Áu chố hàng đ¿u thế giòi hiện nay Retrieved from Tạp chí điệ ửn t Kinh tế & Đồ uống
Bật mí những điều ch°a biế ề vùng chè Lâm Đồng (2022) Retrieved from Yêu trà t v
Việt: https://yeutraviet.vn/vung-che-lam-dong/
Beleska-Spasova, E (2014) Determinants and measures of export performance: Retrieved from ECONSTOR: https://www.econstor.eu/bitstream/10419/147470/1/868007307.pdf
Bilateral trade between Viet Nam and Pakistan in 2021 (2021) Retrieved from Trade map: https://www.trademap.org/Bilateral.aspx?nvpm=1%7c704%7c%7c586%7c%7c09 02%7c%7c%7c4%7c1%7c2%7c2%7c1%7c1%7c1%7c1%7c1%7c1
Bushra Rehman (2012) Economics of Tea Production in Pakistan Retrieved from Research Gate: https://www.researchgate.net/publication/334459488_Economics_of_Tea_Product ion_in_Pakistan
Caffein: Bao nhiêu là quá nhiều? (2019) Retrieved from Vin mec: https://www.vinmec.com/vi/tin-tuc/thong-tin-suc-khoe/suc-khoe-tong- quat/caffein-bao-nhieu-la-qua-nhieu/
Carrefour (2022) Retrieved from https://www.carrefour.pk/mafpak/en/
Công Ty C Ph n S n Ph m Sinh Thái (ECO Product JSC)ổ ¿ ¿ Á (2022) Retrieved from ECO PRODUCTS: http://www.ecoproducts.com.vn/
Cultural Approaches to Pediatric Palliative Care in Central Massachusetts: Pakistani
(2022) Retrieved from Library Guides: https://libraryguides.umassmed.edu/diversity_guide/pakistani#:~:text=Pakistani% 20Culture%20is%20very%20unique,from%20the%20earliest%20of%20times
Dân số Pakistan (2022) Retrieved from Dân s : https://danso.org/pakistan/ ố b
Elahi, H (2019) Rangeinn Retrieved from Is Caffeine higher in Lipton or Tapal tea: https://rangeinn.com/is-caffeine-higher-in-lipton-or-tapal-tea-9526/
Explore All Countries: Pakistan (2022, Aug 31) Retrieved from CIA GOV: https://www.cia.gov/the-world-factbook/countries/pakistan/#transnational-issues GIGA MALL Islamabad – Your One-Stop Shopping Destination (2020) Retrieved from GIGAMALL: https://thegigamall.com/#:~:text=The%20Giga%20Mall%2C%20the%20largest,in
GIgamall (2022) Giòi thi u vệ ề GIga mall Retrieved from GIGAMALL: https://gigamall.com.vn/vn/gioi-thieu/ve-gigamall/
Hàm l°ợng Caffeine trong trà Ô Long (2020, Mar 09) Retrieved from Trà số 1: https://traso1.com/ham-luong-caffeine-trong-tra-o- long/#:~:text=T%C3%B9y%20thu%E1%BB%99c%20v%C3%A0o%20qu%C3% A1%20tr%C3%ACnh,tr%E1%BA%AFng%20ch%E1%BB%A9a%206%2D25%2 0mg
Harrison, S (1998) India and Pakistan: The First Fifty Years
Hassan, Z F (2019, Sep 12) 10 Best Drinks in Pakistan known for Their Amazing Taste Retrieved from Desiblitz: https://www.desiblitz.com/content/10-best-drinks-in- pakistan-known-for-their-amazing-taste
Hoa, A (2019, Jan 28) Cozy tr vở ề "so găng" vòi đại gia trà ngoại Retrieved from Đầu tư chứng khoán: https://www.tinnhanhchungkhoan.vn/cozy-tro-ve-so-gang-voi- dai-gia-tra-ngoai-post19139.html
Hussain, I (1999) Pakistan: The Economy of an Elitist State
John (2022) Beverage Consumption in Pakistan Retrieved from Iris communications: http://iriscommunications.com.pk/blog/beverage-consumption-in-pakistan/ Khan, N A (2022, Apr 18) Most Popular Tea Brands In Pakistan Retrieved from How much: https://www.howmuch.pk/blogs/most-popular-tea-brands-in-pakistan
Lan, T (2022, May 20) ChuÁn hóa chÁt l°ợng ché xuÁt khÁu Retrieved from VTV: https://vtv.vn/kinh-te/chuan-hoa-chat-luong-che-xuat-khau-
Lipson, J D (1996) Culture & Nursing Care: A Pocket Guide Retrieved from San Francisco: UCSF Nursing Press
MANSOOR, A (2010, Nov 22) TeaThe Art & Success of the Blend Retrieved from Industry sourcing: https://www.industrysourcing.com/article/teathe-art-success- blend c
Mirza, H (1999) From Plassey to Pakistan: The Family History of Iskander Mirza, the
Miwami (2022, Aug 08) High tea imports push Pakistan to enhance local production Retrieved from The Express Tribune: https://tribune.com.pk/story/2370060/high- tea-imports-push-pakistan-to-enhance-local-production
Moit (2021) Retrieved from Đại sứ quán CHXHCN Việt Nam tại nước cộng hóa h i ồ giáo Pakistan: https://moit.gov.vn/upload/2005517/fck/files/Ban-tin-thi-truong- Pakistan-T7-2021_a5cf1.docx
Mumtax, K a (1996) Pakistan: Tradition and Change
Nguyên, K (2022, Jun 16) Ng°ái Pakistan thích uống trà đen, Việt Nam l i bán trà xanh ạ là ch yủ ếu Retrieved from Dân Vi t: https://danviet.vn/nguoi-pakistan-thich-ệ uong-tra-den-viet-nam-lai-ban-tra-xanh-la-chu-yeu-20220615231923918.htm
Nguyễn, L (2019, Oct 14) S¿n l°ợng chố xanh của Việt Nam đứng thứ 2 thế giòi, chò sau Trung Quốc Retrieved from Kinh tế & Đô Thị: https://kinhtedothi.vn/san- luong-che-xanh-cua-viet-nam-dung-thu-2-the-gioi-chi-sau-trung- quoc.html#:~:text=Vi%E1%BB%87t%20Nam%20l%C3%A0%20n%C6%B0%E1
%BB%9Bc%20%C4%91%E1%BB%A9ng,v%C3%A0%20xu%E1%BA%A5t%2 0kh%E1%BA%A9u%20ch%C3%A8%20xanh
Nhõm, N (2021, Aug 15) Lỏch sử mõu thuẫn õm ò Àn Độ - Pakistan từ ngày lập quốc Retrieved from Dân Trí: https://dantri.com.vn/the-gioi/lich-su-mau-thuan-am-i-an- do-pakistan-tu-ngay-lap-quoc-20210815162542210.htm
Pakistan Geography (2022) Retrieved from Country Reports: https://www.countryreports.org/country/Pakistan/geography.htm
Pakistanis told to drink less tea to help fight economic crisis (2022, Jun 15) Retrieved from The Guardian: https://www.theguardian.com/world/2022/jun/15/pakistanis- told-to-drink-less-tea-amid-economic- crisis#:~:text=Pakistan%20is%20among%20the%20world%27s,cups%20a%20da y%20on%20average
Paulanka, B & (1998) Transcultural Healthcare: A Culturally Competent Approach Retrieved from (CD-ROM) F A Davis Company
Quỳnh, D (2020, Oct 06) XUÀT KH U CHÈ XANH SANG THÀ à TR¯àNG TRUNG ĐÔNG Retrieved from Halal: https://halal.vn/xuat-khau-che-xanh-sang-thi- truong-trung-dong d
Ridder, M (2022, Aug 24) Leading tea importers worldwide 2021 Retrieved from Statista: https://www.statista.com/statistics/258620/main-import-countries-for-tea- worldwide/
Sadia (2020) AROUND THE WORLD IN TEA: ELAICHI CHAI IN PAKISTAN Retrieved from Sadia's tea party: https://www.sadiasteaparty.com/around-world- tea-elaichi-chai-pakistan/
Sarkar, S (2022, Jun 26) Pakistan loves chai so much, it may need to export green tea to fund its addiction Retrieved from This week in Asia: https://www.scmp.com/week-asia/lifestyle-culture/article/3183034/pakistan-loves- chai-so-much-it-may-need-export-green
Smith, C (2022, Mar 04) The Hidden Health Benefits of Tea Retrieved from Penn Medicine: https://www.pennmedicine.org/updates/blogs/health-and- wellness/2019/december/health-benefits-of-tea
Sự khác bi t cệ ủa các loại c t trà nhố Át đánh ph i bi¿ ết (2019) Retrieved from Passion link: https://phache.com.vn/day-pha-che-tra-sua-ngon/su-khac-biet-cua-cac-loai-cot-tra- nhat-dinh-phai-biet-132.html
TEA IMPORTS INCREASE BY 11.95 PERCENT IN THREE QUARTERS (2022, Apr
23) Retrieved from AnyNews: https://arynews.tv/tea-imports-increase-pakistan/
Tiêu chu n nông nghi p b n v ng c a Rainforest AllienceÁ ệ ề ữ ủ (2020) Retrieved from Rainforest Alliance: https://www.rainforest-alliance.org/wp- content/uploads/2020/06/Rainforest-Alliance-2020-Sustainable-Agriculture- Standard_Supply-Chain-Requirements_VT.pdf
Trà OLong L c Phát 1kgộ (2020) Retrieved from Tobee Food: https://chophache.com/tra-olong-loc-phat-