Country Portfolio

I. Introduction

Brief History of China

China's history is rich with art, politics, science, and philosophy. It is

home to the oldest of the major world civilizations.

China was ruled by various dynasties for much of its history. The first
dynasty is believed to be the Xia dynasty which formed somewhere around
2250 BC. The Shang or Yin dynasty gained power around the 14th century
BC. The Han Dynasty, which lasted over 400 years from 206 BC to 220 AD,
was one of the most influential in China's history. Much of the culture today
was created during the Han Dynasty. Later famous dynasties, like the Song
and the Tang, continued to refine the culture and bring new innovations to the
world including printed money, a permanent navy, and a complex government
that ruled over 100 million people.

The last of the great dynasties, the Qing Dynasty, began in 1644. The
Ming Dynasty was in power, but was overthrown by the Manchus who put the
Qing dynasty into power. During the Qing dynasty, western influences,
European trade, and a number of wars all served to weaken China. Great
Britain gained control of Hong Kong after the Opium Wars.

In the early 1900s the people of China began to want reform.

Revolutionary leader Sun Yat-sen created the Chinese Nationalist Peoples
Party, also called the KMT or Kuomintang. After Sun Yat-sen died, Chiang
Kai-shek became leader of the party. However, Chiang turned on the leaders
of the CCP, the communist party, and had many of them killed. The Chinese
Civil War broke out between the KMT and the communists. A new leader,
Mao Zedong took over the communists and led the CCP on a famous "Long
March" to a distant area of China. There they regrouped and eventually
gained the strength to force Chiang Kai-shek out of China and to the island of
Taiwan.

Mao Zedong established the People’s Republic of China on October 1,

1949. This new government was strongly allied with the Soviet Union and
modeled its government after Soviet communism.

In 1958, Mao Zedong embarked on a new plan called the Great Leap
Forward. Unfortunately, this plan backfired and China experienced a terrible
famine including much starvation and death. Over the next several decades
China would struggle with political reforms and economic policy, slowly
recovering and becoming a major world power again. Today, China is a major
world power and the second largest economy in the world.

Product Details

Chinese tea culture refers to the methods of preparation of tea, the

equipment used to make tea and the occasions in which tea is consumed in
China.

Tea drinking was popular in ancient China as tea was regarded as one
of the seven daily necessities, the others being firewood, rice, oil, salt, soy
sauce, and vinegar. Tea culture in China differs from that of Europe, Britain or
Japan in such things as preparation methods, tasting methods and the
occasions for which it is consumed. Even now, in both casual and formal
Chinese occasions, tea is consumed regularly. In addition to being a drink,
Chinese tea is used in herbal medicine and in cooking.

In connection to this, our company DragoNest Dragon Fruit Organic

Farm produced Dragon Fruit Tea as new product for the Chinese to taste. It is
a kind of tea that features a mouthwatering light sweet taste, an intense shape
and boasts of a lot of water and other vital minerals with varied nutritional
ingredients.
 Intestinal wellbeing is essential to sustain a healthy body and should be
preserved and maintained daily. This is the only product that does that safely
and effectively. While not an easy topic to address, Colon and Intestinal
cleansing is a subject that needs to be dealt with in the quest for weight
management, vital health and longevity. Dragon Fruit Tea is a safe, natural,
and powerful means of promoting the healthy elimination of potentially harmful
toxins and waste while opening the pathway to superior assimilation of
important nutrients. It promotes the health and longevity of many organs,
systems, glands and metabolic processes that are dependent on the condition
of your digestive system.

The use of Dragon Fruit Tea has many additional benefits: it improves
overall digestion, strengthens the immune system, reduces mucus
congestion, makes the skin more emollient and flexible, clears the eyes and
provides an overall boost to the energy of your system. It aids in cleansing
and detoxifying the blood, kidneys, liver and lymph. As well, it helps to
eliminate parasites, bad bacteria, viruses and fungus on a daily basis by
releasing heavy metals and increasing the pH of the body. Dragon Fruit Tea is
a safe and gentle cleanser that also helps reverse the aging process. During
the digestive process, moisture is extracted from consumed materials. As a
result, the matter becomes gluey and coats the walls and fills the pockets of
the colon and intestines. This waste becomes stagnant and is no longer able
to pass through the digestive tract. Layer upon layer of this rubbery substance
begins to block the walls of the colon and small intestine, preventing your
body from absorbing the nutrients you need. These stagnant layers, usually
black in color, are potentially dangerous and are referred to by doctors as
"mucoid plaque".

The average individual is carrying between 7 and 25 pounds of old,

hardened waste within his digestive system. Worse still, this vile matter
quickly begins to rot, creating foul odors, and gases. This cesspool of
decomposing material permits an immense number of bad bacteria and
deadly fungus to thrive within the human body. During the decaying process,
these substances can enter the bloodstream and affect every part of the body.
Unfortunately, the average individual does not commonly recognize the
effects of the mucoid plaque because what is abnormal has become normal to
the majority of the population.

This waste (along with the overuse of antibiotics) disrupts the delicate
‘balance of power’ in our bowels between the bacteria and fungus. The
average person now has the ratio of “good bacteria” to fungus reversed; 15%
good bacteria, 85% fungus. When the small intestine fills with fungus, the
organs and glands are deprived of their building blocks and systems begin to
fail. Bad digestion and poor assimilation of vital nutrients is the result. Any
undigested food (no matter how healthy) left in the digestive track is poison to
your body and will cause numerous health issues. The easiest and safest way
to remove the undigested food from the digestive track and to clean off the
plaque from the intestinal walls is to drink Dragon Fruit Tea each and every
day with your meals. Good intestinal health is important and should be
preserved and maintained daily.
II. Economic Situation

Since initiating market reforms in 1978, China has shifted from a

centrally-planned to a more market-based economy and has experienced
rapid economic and social development. GDP growth has averaged nearly
10% a year—the fastest sustained expansion by a major economy in
history—and more than 850 million people have lifted themselves out of
poverty. China reached all the Millennium Development Goals (MDGs) by
2015 and made a major contribution to the achievement of the MDGs globally.
Although China’s GDP growth has gradually slowed since 2012, as needed
for a transition to more balanced and sustainable growth, it is still relatively
high by current global standards.

With a population of 1.3 billion, China is the world’s second largest

economy and the largest if measured in purchasing price parity terms. China
has been the largest single contributor to world growth since the global
financial crisis of 2008.

Although China has made impressive economic and social

development gains, its market reforms are incomplete, and its per capita
income remains that of a developing country and less than one quarter of the
average of OECD countries. The country is on track to eliminate absolute
poverty by 2020 according to China’s current poverty standard (per capita
rural net income of RMB 2,300 per year in 2010 constant prices). However,
there are still an estimated 373.1 million people below the “upper middle
income” international poverty line of $5.50 a day.

Rapid economic ascendance has brought on many challenges as well,

including high inequality (especially between rural and urban areas),
challenges to environmental sustainability, and external imbalances. China
also faces demographic pressures related to an aging population and the
internal labor migration.

China’s rapid economic growth exceeded the pace of institutional

development, and there are important institutional and reform gaps that it
needs to address to ensure a sustainable growth path. Significant policy
adjustments are required for China’s growth to be sustainable. Managing
structural reforms and related risks will not be straightforward given the
complexity, size, and global importance of China’s economy.

China’s 13th Five-Year Plan (2016-2020) addresses these issues. It

highlights the development of services and measures to address
environmental and social imbalances, setting targets to reduce pollution, to
increase energy efficiency, to improve access to education and healthcare,
and to expand social protection. The 13th Five-Year Plan’s annual growth
target is 6.5%, reflecting the rebalancing of the economy and the focus on the
quality of growth while maintaining the objective of achieving a “moderately
prosperous society” by 2020 (doubling GDP for 2010-2020).
III. SWOT Analysis

A. Strengths
 Economic of Scale: DragoNest Dragon Fruit Organic Farm is an
established company brand with huge amount of capital. So we can
afford our expenses and protect critical circumstances. We invest
huge amount of money that also support our marketing plan. We
always try to reduce our product cost that also helpful for company.

 High Quality With affordable Price: The major strength of our

product is high quality product and maintain affordable price. Our
products differ from other company product because of high quality
and affordable price; we always try to add some value with the
product.

 Distribution channels: We select retailers and dealer to carry our

product to the shops. We also inquiry the previous performance of
retailer and dealers. Our company select short distribution process
as a result, our maintain cost reduce and profit can easily increase.
We use our own transport.

 Some other strengths are:

o Human resource
o Wide drinks category
o We have our own factory, dairy and manufacture
o Don’t use unhealthy chemicals.

B. Weaknesses
 Price: Many competitors try to reduce the price of their product.

 Target market: Because our company’s product and service are

international standard in terms of both quality and price. It is difficult
for our company to go for mass marketing.
 Preservation: It is much more difficult for our company to preserve
the dragon fruit products. Because food is so perishable product
and also the problem of temperature.

 Heavy administration expenses: We maintain administration cost

will increases, In addition, other expenses such as transport,
Packaging, labeling, branding, maintaining and promotional, agent
channel-cost also increases.

 Some other weaknesses are:

o Customer acceptance of new product.

o Training and development of company
o Short life cycle of product
o New brand name has to be introduced in China
o Positioning as a local manufacturing company
o Contract resource

C. Opportunities
 New technology: New theology is the biggest advantage in China.
Therefore, we can eliminate our production cost as much as
possible.

 New market: The main peruse to enter the new geographical area
is to be generate profit as well as increase our brand image.

 Some other opportunities are:

o Ability to make a more convenient or efficient buying
process.
o To collect the more information and advice from customers.
o Large market size.
o Opportunity to increase can market coverage and retail
penetration.
o More promotional activities
o Strong brand image
 o Competitor’s weak distribution channel
o Franchise business in the different places in China

D. Threats
 Competitors: When we lunch our product in a new market, there
are available competitors. It is important for us to differentiate our
product from other competitors.

 Changing Buyers taste: Consumer tastes are always changeable

because they always find different features from the product. The
demand of the buyers, change day by day.

 Some other threats are:

o Foreign juices cover all market.
o Well-built brand image of the competitions.
o Extensive promotion and campaign by the competitions.
IV. Marketing Plan and Strategies

A. Executive Summary

 Company Overview

DragoNest Dragon Fruit Organic Farm is the company that I, together

with my colleagues organized because we want to produce something unique
for the Chinese people. We want to use one of the natural resources in the
Philippines which is a dragon fruit.

This company aims to produce a Dragon Fruit Tea wherein it will be

new to Chinese people considering that they are exhibiting Chinese tea
culture.

We are rest assured that we will conveniently provide a kind of tea to

all ages wherein it caters not just solely a drink but offers a number of benefits
to Chinese people.

Hopefully, this company will gain Php400,000 for one year and will
increase on the next years.

 Vision

We hope that our investment in people and technology will enable us to

develop our business into a Successful Enterprise. Knowledge of Customers
and the market will allow us to capitalize on product and development and to
be more flexible and efficient. We believe that integrity is the key to gain the
respect of the employees, the colleagues and the consumers throughout the
industry. A strong base from which we can build our project into a successful
enterprise can only be built by the joint effort and the commitment of our
customers, distributers, suppliers and employees.

Quality means everything to our company and our quality assurance

systems are designed to ensure our products meet all safety regulations and
quality standards.
  Mission

At all times, we are dedicated to work in a quality environment.

Working with quality people and offering quality products, thus ensuring
growth earnings to our staff, principles and our customers.

To establish Dragon Fruit Tea in China as a healthy tea, we are

targeting young generation and adults for whom nutrition became a necessity
with a span of age or due to some illness. It is for the daily source of nutrition
for the people. Our mission is to build a good reputation for Dragon Fruit Tea
in quality and to become a successful company in China.

 Product Overview

Dragon Fruit Tea is a unique blend of all natural ingredients. Persons who
suffer with Acid Reflux, Constipation, Indigestion, Bloating, Excess Gas and
Belching should use Dragon Fruit Tea. People who would like to take inches
off their stomach, clean out Nicotine & second hand smoke and keep the
Liver, Lungs and Colon healthy and clean will benefit from this product.
Dragon Fruit Tea helps detoxify chemicals created by a Spastic Colon,
Parasites, Fungus, Bacteria and Toxins from the entire digestive system. It
may also be used as an element of a Weight Management Program. With
continued use of Dragon Fruit Tea, you will experience clearer, healthier,
younger looking skin, increased energy and a happier outlook.

The objective is to regulate your bowel movements to two or three

each day in order to keep the waste flowing and not sitting in your digestive
system, which will cause numerous chronic health conditions. You may adjust
the amount of tea you consume daily to suit your body’s needs but make sure
to drink enough vitalized water daily. (Take your body weight in pounds.
Divide that by 2. The number you come up with is the amount in ounces of
vitalized water that you should be consuming during the day. For example, if
you weigh 150 pounds you should drink 75 ounces.) This is recommended for
everyone. Many people mistakenly believe that a two to four week cleanse is
sufficient to restore their health. They are wrong. Daily maintenance of the
digestive tract is imperative and necessary to re-establish and preserve your
wellbeing.

Alternative two to four week colon cleanses that are available are
simply band aids, resulting in a short term solutions without addressing the
underlying intestinal disorders. The mechanism behind these cleanses involve
the removal of waste from the intestinal tract; however, they do not work long
or deep enough for cell rejuvenation to occur. Results are short lived with a 3
week cleanse exhibiting only 3 weeks of relief. One can look at the short term
cleanses as a holiday for the colon, but once the “holiday” is over, the colon
returns to the recurrent malabsorbsion, bloating and gaseous problems.

The average colon needs only weeks to clean out waste products, but
our objective, with the use of Dragon Fruit Tea, is change at the cellular level
to restore the tone and vitality of the digestive tract. It takes one to two years
to undergo cellular detoxification that results in proper peristaltic action in the
removal of waste and an increase in nutrient absorption. Once the intestinal
tract is restored we suggest the use of a daily dosage of Dragon Fruit Tea to
maintain colon integrity throughout your life.

Dragon Fruit Tea works on constipation to colitis. It not only cleanses

and heals the intestines; it also helps in the removal of parasites, viruses,
fungus and bad bacteria. As well, it reduces acidity, not only from the
digestive tract but from other organs and tissues. Dragon Fruit Tea tastes
good and continues to cleanse and rejuvenate, deeper and more effectively,
the longer it is used. Overall, it is an incredible product that will continually
protect your health and rejuvenate your body for less than the cost of a cup of
coffee a day.

DRAGON FRUIT TEA IS A TOTAL BODY CLEANSE FOR TOTAL

HEALTH AND WELLNESS.
  Management Overview

This business is form base on business partnership that considers all

partners are responsible for the business. All partners are responsible for all
investments and debt of the company. This Dragon Fruit Tea established with
partners initially. Each partner has their own particular liability in the company.

Our company management philosophy is based on responsibility and

mutual respect. Our management style according to owner participation. We
encourage everyone to learn as much as possible about all aspects of the
business. We also apply a very strong organizational culture and mutual trust
and teamwork.

Our main goal is to develop our management team that organizes

efficiently and effectively to our businesses. The management teams are
including those people who have the real ability in making the impossible
possible. All members can be said to be experienced in the practical field.

In our company DragoNest Dragon Fruit Organic Farm, we appointed

managers below the CEO to conduct management activities that vary in
different sectors. We appointed by the two parties which have been set. They
are production and operation manager jobs, marketing jobs, planning and
development work, and the work of finance. We only appoint highly qualified
workers especially for our company. Under the manager of our department,
there will be have several officers working under the manager to reduce
pressure of all managers.

B. Market Competitive Analysis

 Industry Description and Outlook

Many tea companies are already established. We determine our

different competitors especially in China where the recent tea companies
there already have a background of the Chinese tea culture. Our company will
be based on beverage products. We mainly want to produce dragon fruit tea.
We are going to use fresh dragon fruits that are suitable for all ages especially
for those suffering from illnesses. It is a partnership business. Next three
years, we target that we capture 5% of total market share. When our company
will start, only one product we produce at that time. We wish to achieve a so
much customer and consumer response in 1 year. It wills our betterment of
our company. We get best wishes to our target customer and also the mind of
the customer will obviously great beliefs of our products. Because we mention
that, our product will free from sugar, fat & harmful chemicals. We expect the
sales will be in next year. The return on investment is 20% expected.

 Evaluation of the Competition

Competitor Strengths and Weaknesses
The availability of tea products in China has increased the pressure on
marketing the Dragon Fruit Tea. Since the coop is still not capable of
expansion, the operation is community-based and in some other nearby
communities. Competition is based on price and the composition and
properties of the products. We have identified key competitors such as the top
commercial liquors available in retail stores.

1. Long Jing (Dragon Well Tea 龙井)

Type: Green Tea

Origin: Xi Hu (West Lake)
Description: Very gentle and sweet, these teas can be quite expensive. The
tea leaves can be eaten after infusion.
Dragon Well Tea, as an important part of Hangzhou culture, expresses
the living attitude of locals as well as the Chinese people.Generally speaking,
it takes 6 hours for the Dragon Well tea to pluck, it takes more than 4 hours to
fry and make this one that shows dragon well green tea squarely is wonderful.
The Dragon Well tea, line with having yellow again in the color and luster is
completely green, green. The tea form is flat, smooth, after washing bubbles,
each is hung in water, the bud stands upright, tea is fragrant and lasting, dark
brown and dark green and bright, flavor glycol.
2. Huangshan Maofeng Tea (Yellow Mountain Fur Peak 黄山毛峰)

Type: Green Tea

Origin: Huang Shan (Yellow Mountain)
Description: Clean needle-like tea with a slight floral overtone
Huangshan Maofeng Tea is a kind of green tea produced in Anhui
Province in China. It is one of the most famous Chinese teas and can be
always found in the list of China’s Famous Tea.
The tea is grown near Huangshan, also named Yellow Mountain,
hence the name. Yellow Mountain is also the home for many famous Chinese
green teas. Huangshan Maofeng is also called “Yellow Mountain Fur Peak” in
English, because the leaves are covered with white hairs and the processed
leaves looks like peaks of mountains.

3. Biluochun Tea (Green Snail Spring 碧螺春)

Type: Green Tea

Origin: Dong Ting Mountain of Taihu, Jiangsu Province
Description: A green tea with a strong aroma.
Seven grades in decreasing order of quality: Supreme, Supreme Ⅰ,Grade Ⅰ
,Grade Ⅱ,Grade Ⅲ, Chao Qing Ⅰ, and Chao Qing Ⅱ.
Biluochun, a famous Chinese green tea, is grown in Dong Ting
Mountain of Taihu in Jiangsu Province. The tea is also known as Pi Lo Chun.
As it is a kind of green tea rolling in to a tight spiral which looks like snail meat
and it is cropped in early spring, its English name is "Green Snail Spring".
The tea is features by its exquisite appearance, floral aroma, showy
white hairs and early cropping. It is said that it was discovered by a girl tea
picker. The girl put the tea between her breasts instead of put it in her basket.
And the tea warmed by her body heat and emitted a floral aroma.

4. Tieguanyin (Iron Goddess 铁观音)

Type: Oolong Tea

Origin: Anxi County, Fujian Province and others
Description: fruity, sometimes even berry taste and aroma

Tieguanyin is a kind of oolong tea in China. It originated in Anxi in

Fujian Province in 19th Century. Producing in different areas of Anxi, the tea
has different tastes.
Tieguanyin is named after the Chinese Buddha-- Goddess of Mercy
Guanyin, female embodiment of Avalokiteśvara Bodhisattva. It is also called
“Iron Goodness” in English. The process for making the Tieguanyin Tea is
complex and need professional skills. The leaves must be of high raw quality
and plucked at ideal time. There are 8 main processes: 1.plucking tea leave;
2.sun withering; 3.cooling; 4.tossing; 5.withering, this includes some oxidation;
6.fixation; 7.rolling; 8.drying. And after drying, some kinds of teas have to go
through roasting and scenting which are added processes.

5. Junshan Yinzhen Tea (Master Mountain Silver Needle 君山银针)

Type: Yellow Tea

Origin: Junshan Island, Hunan Province
Description: One of the Famous Chinese Teas.
Junshan Yinzhen Tea is a kind of yellow tea originated in Junshan
Island of Hunan Province in China. It is also planted around Dongting
Lake where the Junshan Island located.

C. Marketing Strategy
Target Customers and Segments

Target Customer

The target consumers of Dragon Fruit Tea are people who want
something healthier. Dragon Fruit Tea is affordable and healthy. The people
whose economic situations are strong and who are aware about their health
want to buy the product. Whose economic situations are poor and who are
illiterate they will not want to buy Dragon Fruit Tea. They have not enough
money. They are not aware about health. So the people of categories A, B
and C can buy this product. Other side Dragon Fruit Tea contains some
vitamins and nutrition. This tea is helpful for the 15 to 65 age’s people.

Market Segmentation

Our product is healthy and the price of the product is affordable. So we

are segmenting the consumer market by income level and education. We
differentiate the segments according to Socio Economic Cluster (SEC) i.e.
education and Income. The Socio Economic cluster divides the population in
five segments starting from A to E. A categorizes the highly educated and
high income earners holders. B categorizes upper middle income and
educated slightly less than A category. C categorizes middle income and
educated slightly less than B category. D categorizes lower middle income
and educated slightly less than C category. E categorizes low income and
very low level of literacy.

Socio Economic Clusters

A B C D E
Income High Upper Mid Level Lower Low
Income Middle Income Middle Income
Level Income
Income
Education High Educated Educated Educated Very Low
Level of Slightly Slightly Slightly Level of
Education Less than Less than Less than Literacy
Cluster A Cluster B Cluster C

Dragon Fruit Tea is healthy tea. This tea is containing some nutrition.
So age is most important to segmenting the market. We again differentiate the
segments according to age.

The Age Chart divides the population in eight divisions starting from 1
to 8. Less than 6 ages stay division 1, 6 to 10 ages stay division 2, 11 to 14
ages stay division 3, 15 to 19 ages stay division 4, 20 to 34 ages stay division
5, 35 to 50 ages stay division 6, 51 to 65 ages stay division 7 and 65+ ages
stay division 8. We’ve targeted division 4-7.

Customer Buying Decision Process

The marketer is responsible for selling the goods in the market

so he must have the knowledge how the consumers actually make
their buying decisions. For this he must study the consumer buying
decision process or model. It involves five stages.

1.) Need recognition:- consumer buying decision process starts with

need recognition. The marketer must recognize the needs of the
consumer as well as how these needs can be satisfied. For example if
a person is hungry then food is desired or if it is a matter of thirst than
water is desirable.

2.) Information search:– in consumer buying decision process

information search comes at second number. In this stage consumer
searches the information about the product either from family, friends,
neighborhood, advertisements, whole seller, retailers, dealers, or by
examining or using the product.

3.) Evaluation of alternatives:– after getting the required knowledge

about the product the consumer evaluate the various alternatives on
the basis of it’s want satisfying power, quality and it’s features.

4.) Purchase decision:– after evaluating the alternatives the buyer

buys the suitable product. But there are also the chances to postpone
the purchase decision due to some reasons. In that case the marketer
must try to find out the reasons and try to remove them either by
providing sufficient information to the consumers or by giving them
guarantee regarding the product to the consumer.
 5.) Post purchase behavior:– after buying the product consumer will
either be satisfied or dissatisfied. If the consumer is not satisfied in that
case he will be disappointed otherwise If he is satisfied than he will be
delighted. It is usually said that a satisfy consumer tell about the
product to 3 people and a dissatisfy consumer tell about the product to
11 people. Therefore it is the duty of the marketer to satisfy the
consumer.

Customer Pain Points Addressed

1. Providing Inaccurate Information

It doesn’t matter what kind of small business you have, clients who call
you or contact you online are looking for good advice. If your customer service
department provides bad information, you’re making the situation worse and
harming your brand even further.
There’s a quick fix here. An accepting business culture where people
comfortable enough to find the right answer even if it takes a few moments
pays off in the long run. This type of atmosphere let’s people feel comfortable
about contacting supervisors or other employees with more information.

2. Creating Hard-to-Navigate Customer Service Channels

A big percentage of shoppers will abandon their purchases if they can’t

find a quick online solution for any issue. Hard to navigate channels give the
impression that your company doesn’t want to solve the problem.
Having a variety of ways customers can contact you is the solution. For
example, you can use online forms and telephone numbers as well as instant
messaging portals.

3. Not Listening

Another good way to cause some friction between you and your
customers is asking them to repeat themselves.
Automation can come to the rescue here. There’s a variety of different
ways to collect their information like quick online forms. That way when you
call them you’ll have the high points in front of you and they won’t need to
explain them.

4. Being Impolite

There’s nothing worse for your small business bottom line than being
rude to customers.
Small businesses should designate at least one employee to handle
these calls. That person or team needs to be trained in best practices and
how to defuse irate customer situations.

5. Having High Delivery Charges

Customers might want to buy goods or services from your small

business until a delivery charge becomes a pain point.
Outsourcing this service can bring the prices down. For example, UPS has
automated the process for small businesses so they can compete with the
bigger players.

6. Having Complicated Fees

By and large, customers react adversely to extra charges and

especially those that aren’t explained properly. Of course, that’s not to say
that you shouldn’t add to your base price but being transparent helps.
A good rule of thumb here is to describe any additional fees on your bill
clearly and concisely. Remember never to complicate an invoice by just
adding a fee without an explanation.

7. Putting Customers on Hold

One sure fire way to lose a sale is to put a customer on hold and make
them wait for an answer. Today’s customers expect immediate satisfaction
and research says you have less than a minute to resolve their issues before
they move on.
Making sure that they don’t feel like you’re wasting their time is
essential. That’s why small business should always have a callback feature
added to their customer service toolkit. Although most customers prefer to
speak to a live agent, this kind of callback option is in second place when it
comes to customer preferences.
Value Proposition

Dragon Fruit Tea is a kind of

tea made from the fresh
Dragon Fruit. It will definitely
give a new phase of tea to
Chinese people because of its
taste and health benefits.

Dragon Fruit Tea offers the

following:

 health benefits
 affordable price
 new taste

Evaluation of your Company/ Individual Strengths and

Weaknesses

Strengths
• Local company that will be favored by the Chinese.
• Diminishment of Financial Risk
• Insider knowledge of China
• Uniqueness of the product– Benefits of product are outstanding and not
offered by any other product/company.

Weaknesses
 Our main weakness is our business is small size business, that why we
have a very small capital. So we will able compete with the lower price
competitor. And our resources are also limited in compare to competitors.

The company can improve or eliminate the risk by:

 Analyze the economic situation

 Doing a promotion campaign for example do to attract customers

 Evaluate the setup cost in right manner

 Put the suitable selling price Dragon fruit tea

 To compete with the competitors in an innovative technical way.

Product/ Price/ Promotion/Place

1. Product:

 Dragon Fruit Tea:

It is fully made from fresh dragon fruit that is rich in nutrition. Product is
the key element in the marketing offering .Our marketing mix planning begins
with formulating an offering that brings value to the target market. This
offering becomes the basis upon which the company builds profitable
relationship with customer.

 Quality:

Quality is the important part of the product attributes. We always try to

maintain better quality than competitors do. We never use chemical into the
fruit, and our product always offer freshness. Here product quality means
performance quality-freedom from defects and consistency in delivering a
target level of performance.

 Features:

Product can be offered with varying features. We create high quality

product by adding features. Features are competition tool for differentiating
the company’s product from competitor’s product.
 Design and Style:

Another away to add consumer’s value is through distinctive product

style and design. We can improve our packaging design for capturing
customer’s value.

Product strengths:

1. Unique Quality
2. Unique design
3. Taste different
4. Different flavor
5. Give health benefits

Product weaknesses:

1. New brand
2. Trust worthy from customers.

2. Price:

Pricing is one of the major issue which is a component of a full

business plan. We selected the price for our product Dragon Fruit Tea by
considering various things like, price assigned by their country will import
whether consumer will purchase it, differentiating our product from
competitors, maintaining line with our marketing strategies and the product
attributes etc.

Pricing objectives:

One should select pricing objective keeping in mind about the business
and financial goals. As our mission is to be leader by providing world’s
premier consumer product Dragon Fruit Tea, our pricing objective is to
increase market share and even maximum profit by charging reasonable price
than the competitors do.

3. Promotion:

3.1 Promotional goals:

Every company takes necessary steps to sell their product in the
market, even though our product is highly enriched but without any sales
promotion activities or strategy, we can’t get a good response from our target
audience.
People buy those whom they remember every time when they imagine
that particular product; we have to take strategies so that our brand name
always stays in their mind whenever they remember tea cups. Whenever they
goes to shopping center or local stores, they must remember our brand, that
will be our first strategy, and obviously if our product don’t show high quality
then these promotional activities won’t have any effect. So our prior strategy
will be sell high quality product in a competitive price to the customers.

3.2 Promotional mix:

We will apply marketing strategy and sales strategy/ promotional

activities, we have done our survey, we have talked with the distributors,
wholesalers, retailers, and we know what demand do we have in the market,
now it’s time for the implementation.
 i. Advertisement:

 Newspaper:
One of the oldest and most effective media is newspaper, will call a
newspaper media conference where we will give a detailed idea of our
company and our product and for what reason we want to launch Dragon Fruit
Juice in Bangladesh..
 Radio:
Currently Radio as one of the most famous media all around the country, a
huge number of old, young generation are fan of it, we will advertise our
product in radio too.
 Television:
A large number of invest would go on this sector, a full 50 second length of
TV commercial will be made by some celebrities and it will be shown of all the
television channels.
 Free samples:
We will provide free samples of 250ml pack to different schools, college &
universities, shopping centers especially where the females are gathered.
Like girls school, Ladies club, school gates, girl’s colleges.

ii. Sales promotion:

For the trader ‘buy 200 bottle get 5 free’.

Sample will be given to the big departmental store.

iii. Electronic Promotion:

 Website:
We will launch a full dynamic website where we will give a full information
about our company, about our company’s mission, vision and objectives, our
product range, our standard quality rating certified by different organizations,
our distribution channels, our sales promotional activities, our new product
launching section, feedback section, contact section.

4. Place
DragoNest Dragon Fruit Organic Farm distributes their product in the
different places in the country of China. These will help us to find our target
consumers especially that it is unique in the place and they might be curious
to taste our very own tea product.

Our company website is the most important communication tool, and is

a place where our clients learn about our services and make initial contact.
We invest a great deal of money and time to keep it updated and useful to our
audience.

Channel

The company’s distribution channel is not very difficult because of the

nature of the product. The company has the efficient distribution system that
is earning a lot through mass sales.

Unique Selling Proposition

“A TOTAL BODY CLEANSE FOR TOTAL HEALTH AND

WELLNESS.”

Sales Strategy/ Approach

The sales strategy of Dragon Fruit Tea are using a newspaper,

billboard, television and radio. Dragon Fruit Tea also use flyers to be provided
to the public. Besides that, flyers also describes the location where Dragon
Fruit Tea place and we make a promotion for everybody. Dragon Fruit Tea
uses the channel to attract the customer and give fully information about tea
through these Electronic media. As our target consumers are worker, student
and Children and all health conscious people, for this reason we promotion
our product to give advertise in television, radio. We also use vehicle writing
method and posturing for our product advertisement. We also promotion our
product with the help of our packaging system. In packaging we mainly follow
that the product will packaged in an attractive form, that make
consumers.interest on our product. It packaged in different levels in variation
of quantity. So people can afford it easily.

Summary

Dragon Fruit Tea is a leading health tea provider, facing direct

competition from other tea products. It will position itself in the same category.

Dragon Fruit Tea is much more than just tea and refreshment. It works
for more responsible hydration. It is great-tasting, nutrient-packed, an
enhanced tea rich in nutrition. In addition to providing a perfect complement to
everyone’s less-than-perfect diet, each Dragon Fruit Tea variety has a unique
combination of nutrients to deliver a specific benefit to get you through your
day.

Our marketing strategy will be the reasonable price and the availability
of products in all the convenience stores and intensive promotional measure
to expand the market which will facilitate the marketing of future products to a
considerable extent. Many comparative brands were very aggressive are
spent huge amount in advertising during the last few year.

Appendix
References
https://www.ducksters.com/geography/country/china_history_timeline.p
hp

https://www.ibiblio.org/chineseculture/contents/food/p-food
c03s03.html#Chinese%20Tea%20Culture

https://www.worldbank.org/en/country/china/overview
 https://www.organicfacts.net/health-benefits/fruit/health-benefits-of-
dragon-fruit.html

https://www.google.com/search?biw=1093&bih=526&ei=1incXKL-
DIrq8wXIlrGADA&q=famous+chinese+tea+brand&oq=famous+chinese+t
ea&gs_l=psy-
ab.1.3.0l6j0i22i30l4.56283.67278..69856...4.0..0.302.5150.0j20j6j1......0....1..
gws-wiz.....0..0i71j0i131j0i67j0i131i67.3ovBMds3oYU

https://www.google.com/search?biw=1093&bih=526&ei=9yHcXM-
PCrvWmAWazICgDw&q=tea+products+in+china&oq=tea+products+in+c
hina&gs_l=psy-
ab.3..33i22i29i30l10.290854.2012545..2013877...23.0..2.1259.14317.0j31j12
j1j0j1j2j3......0....1..gws-
wiz.....0..0i71j0i67j0i131j0j0i22i30j0i13i5i30.cOXXSPYCyvY

Marketing Research

As an initial stage of our business we actually follow some existing

group of tea companies in our country .The main command of our business
plan based on ‘Royal Tea’. We followed them to prepare our new business
invention. We research their marketing strategies in different formulas like we
have collect data from website and observing the consumer market.
Prepared by: