Question

Topic: Strategy

Marketing Help For My New Herbal Teas

Posted by Anonymous on 4/3/2007 at 3:52 AM ET 125 Points
I am in the process of putting my Herbal Teas of different varieties in the national market at the beginning and then to international market. I am a Herbal Manufacturer in Kolkata, india. What i need to know is how do i go about marketing the product in the national market. I have identified some vendor points as : Malls, Health Shops, Supermarkets, Beauty SHops etc. I have no idea about Marketing and since we are a start up company with a low budget we cannot spend too much on advertisements initially. Do i have to hire a Marketing Manager or can i at least start initially and then ramp up.
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RESPONSES

  • Posted on 4/3/2007 at 5:19 AM Member
    what are the selling points about your herbal tea?
  • Posted by michael on 4/3/2007 at 7:12 AM Member
    The fastest way to get in front of buyers is at the national/regional gift shows.

    The next one in Chicago is in July. They do 2 large ones per year. Other major cities have similar events...Atlanta, Kansas City, NY etc

    https://www.merchandisemart.com/calendar.html

    National and regional buyers attend these and actually spend money. No public invited.

    Michael
  • Posted by prhyatt on 4/3/2007 at 9:01 AM Member
    I would strongly advise you to consider hiring a marketing expert to help you devise a marketing plan before you proceed. It will save you money in the long run. If you have already done a marketing plan, then at least hire someone to review it and offer suggestions. You need an integrated plan before you start spending money on promotions and communication with potential channels and customers. Seek out an independent consultant- you don't necessarily have to hire an expensive agency. Once you establish a relationship with him/her, you will have someone to consult on an as-needed basis as you go forward.
    Good luck!
  • Posted by lrmarroquin on 4/3/2007 at 1:40 PM Accepted
    hi Rajat,
    I agree that marketing roles would need to be fulfilled by somebody at your company. As a first entry, resource allocation for marketing activities go beyond advertising.

    I would recommend you to hire somebody from the fast moving goods industry who has the experience you are looking for, that would help you to integrate and have a push for your plans. The first months after your product entrance are of critical importance, this is the time were you build trust and get a place for your brand. If it is done weakly you may find your products out of the shelves pretty soon.

    After sales services for distribution channels is a key factor of success. If you are planning to enter into supermarket channels, assure you have the proper team at the super market checking product availability, correct prices, good exposure and push (samplings, discounts) at the point of sale. Products do not sell themselves.

    If you are aiming too many channels at first and lack resources to build a strong position in each of them, consider prioritizing the most profitable ones. It is better to own a dominant position in the most profitable channel than to own a humble position in many channels.

    Best Luck!

    Luis Raul Marroquin


  • Posted on 4/4/2007 at 4:46 AM Accepted
    Since you already have you distribution points word of mouth is all you need like someone already mentioned create a buzz in the market. Its powerful it cost nothing

    this you can do by having testing promotions at the point of sale areas e.g. restaurants, tea parlours, supermarkets..... have at elast 2 people visit a different place every weekend, have a small stall at the entrance or at your stand/ shelf area.....with all the works perhaps a mock "herbal tea party" or a real tea party..

    Invite the press particularly the one with keen interest in environemental/health issues.... to give you some publicity at one of these mock ups.. and invite customers of your distribution points (and dont forget your distibutor).

    A tea party lasts 45 minutes is much cheaper than a billboard or newspaper advert. But the publicity is more beleievable.

    The feedback is instant and direct

    Hope this helps

    BR

    EK
  • Posted on 4/11/2007 at 6:53 AM Member
    Hi

    Sorry was away for easter so could not respond to your query earlier.

    By the mock up I mean you have a small tea party where you invite your distributors, their retail customers, press, enviromentalists/health opioion leaders could be doctors..... tea experts etc
    So its actually a test launch...... thats why I call it mock up...

    You can then know or gauge the customer behaviour earlier. If the feed back is bad you can then go back to the drawing board ....
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