Teas N\' Line Teas \'N Line Organization

Teas n' Line

Teas 'n Line

Organization to manufacture teas as a healthy beverage and alternative to sugary, high-caloric drinks. Primary market segment will attempt to reach those who have or want a healthy life-style -- "in line" with their overall health goal.

Teas n' Line is a manufacturing and marketing company focused on providing a healthy beverage alternative for health conscious individuals. The product will be unique in that it will source only from organic, sustainable farms, and use only organic and healthy fruit flavorings with no processed sugars or additives. In addition, Teas n' Line will use a unique packaging alternative to glass: a thick cardboard similar to a milk carton with a proprietary seal inside that allows the product to be on the shelf far longer without refrigeration.

Channel Strategy Domestic: The purpose of a marketing channel is to bridge the gap between the producer of the product (Teas n' Line) and the consumer. To receive support from the retailer, it is often advantageous to forgo some of the advantages of direct sales and allow Agents and Distributors/Wholesalers to supply the product to the end user. The channel distribution strategy for the domestic market will take advantage of a combination of Agents and Distributors/Wholesalers. Due to the nature of our product, we have taken into consideration the number and intensity of channel levels and decided upon a mix between selective and intensive distribution for the domestic market. In our case, we will limit distribution to retailers who have a health food section, are dedicated to healthy food alternatives, or have a 25% penetration rate in their beverage section for healthy drinks (Debelak, 2005).

Pricing Strategy Domestic: Due to the competitive nature of the soft-drink/beverage industry, all pricing strategies domestically must also address the competitive pricing issues of other similar products. There are several different pricing strategies that we may use to introduce our beverage into the market. The overall goal of developing a price strategy is to cover the overhead cost of production of the new product, pay the staff, and generate a ROI. It might be advantageous, at the beginning, to use a form of bait pricing to attract new clients by removing the price block -- particularly being confident the taste and health benefit will win more customers. This technique will attract a high volume of customers at the products are released for sales. After a predetermined number of sales, we have the option of increasing the price to be similar or in line with competitive products (e.g. The current market price). The high quality materials that are used by our organization, coupled with the unique and eco-friendly packaging, also means that we can use a premium price strategy in many areas. Today's health conscious and environmentally aware consumer will pay more for a product that is "green," tasty, and not harmful to the environment (Chatterjee, 2008).