Chai Pe Charcha Marketing Strategy
MARKETING MANAGEMENT
Chai pe Charcha with Mr. Modi
A young entrepreneur Mr. Modi plans to start a new chain of outlets for Tea named as “Chai pe Charcha” and he hires me as a marketing manager, and wanting to sell the cup of tea in the range of Rupees 50/- to 350/- planning to open outlet in Mumbai, Delhi and Bangalore. Now, the company wants to open 5 outlets in each city and Mr. Modi wants me to suggest on the following marketing plan:
Answer 1.
The strategy for segmentation, targeting and positioning for the retail outlet “Chai pe Charcha” : So my suggestion is for the retail outlet “Chai Pe Charcha” will be implemented using the modern marketing approach. i.e., today, Segmentation, Targeting and Positioning (STP) as asked above, the strategy will comprise of 3 stages :
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To explain the promotion mix that I will use for “Chai pe Charcha”, is as below :
Firstly, to understand the promotional mix, it is one of the 4 P’s(Product, Price, Place, Promotion) of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling and direct marketing. To imagine, we are an organization trying to go global or expand. We have carefully planned how your business will enter the new market, have we developed the right product or service, and believe you can offer it for a price that will be profitable. However, until we actually get to the real action and start selling our product, we need to take care of one important part of our business without which our business would not actually function, namely, our customers.
In the process of creating the marketing plan, managers usually use the 4p’s model (which can also be found as the 5p’s model, including PEOPLE as the 5th P).
So basically we have set the price, our product and the place where we want to sell it, but what about the promotion?
Now, as to how I am going to the promotion mix for “Chai pe Charcha” is as
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