India is famous for its grand celebration of festivals. These festivals are the heart and soul of the country. Of these, Tyranny or Kite flying is one that stands tall. The fascination associated with kite flying cuts across age groups, class and communities.
Due to this, manufacturing of kites is a serious business. It attracts big names of the corporate world as kites provide for the most cost-effective opportunity for branding. Keeping this aspect in mind, we intend to manufacture kites representing our brand go and theme.
This will go a long way in establishing our brand presence and creating consumer mind space. Also, manufacturing kites could serve as an additional source of income which can then be used for further expansion of the tea chain. This similar strategy can be applied to various other festivals.
* For the purpose of selling, we intend to create our own stalls, which are to be decorated in a manner that incorporates the festive mood of the people. The stalls could be located at malls, at open spaces where foot traffic is high, even outside cinema halls and in public parks.
The agenda is to choose places which are frequently visited. In this way, people would be able to buy kites in their leisure time while they are moving around and having a good time with their families. Using kites as a medium of promotion, will serve the purpose of attracting consumers at the initial stage while fulfilling our main focus of establishing the presence of Cutting Chi.
* Selected products from our range at “Cutting Chi” would be available at the stalls for tasting, which would spread the word and popularize our products. Ay to a beverage that is considered more of a Juice, a health drink or as a plummet to cold drinks, more as a thirst quencher. Music is the language of the heart. It is something that instantly connects to every single person irrespective of their age, class, social status, gender, etc. This is precisely why our promotional strategy is a musical.
We plan on facilitating a tie up with a local musical band and a team of amateur video makers who might not be very well established but who have a good fan base on the internet and social media.
This musical band and video makers can help us come up with an excellent musical video hat would revolve around the theme ‘l love tea’ with visuals that complement the setting of the tea house which is ‘nostalgia’. At the end of this video, the “Cutting chi” tea house’s logo can be mentioned along with the address and catchy lines like, ‘Revive your love for tea, come to Cutting Chi’. This music video can then be shared on Youth and all social networking sites like faceable, Twitter, Google+ etc for massive publicity online. Furthermore to make our online presence felt at a larger level, we aim at creating a special page for ‘Cutting Chi’ with exclusive pictures of the tea house and also details of the menu and special varieties that we serve. Also provide various coupons and combo offers through this page. This page can then be largely advertised on various other pages like Cityscape on faceable that promote various restaurants and eateries. PRINT MEDIA We aim at conducting a print advertisement campaign in the newspapers of both regional language as well as English.
This campaign would contain a series of print advertisements that would be featured in the newspaper for 5 days of the week prior to the opening of the tea house. Each advertisement would contain a unique approach containing the setting and features of Cutting Chi tea house without actually mentioning the brand name or logo of the company. This would generate a curiosity in the minds of the customer before the final 5th advertisement, containing the complete name and details of Cutting Chi tea house, is featured on the cover page of the newspaper.
The consumers generally associate tea as a brand with low to medium prices, also in Mohammedan the trend of tea chains has not yet set in, so the main competitor for Cutting Chi are the existing coffee chains in the city. To counter these coffee chains, the price range at Cutting Chi has deliberately been kept on the lower side.
Your own home brew tea customized to your taste as well as with various other options to choose from, we intend to bring back the era of drinking tea as before.
Being the largest consumer of tea, our love for this beverage has never been less but what changed was the way it is consumed. With the advent of coffee as well as other beverages in the form of popular chains around the country, tea became more of a homely drink. Also the cravings for tea were not fulfilled due to insufficient options available outside the home. Thus, we at “Cutting Chi” intend to bring you your own flavor of tea customized to your taste. Not only that but for all those cool drinkers we offer our “Take a Chill Pill” range of ice tea with various flavors to look out for.
Also not to forget is our “Drink to Trim” range which offers a specialized menu for the health freak drinkers be it Green tea with antioxidants or Peppermint tea which builds up immunity, we have it all including the ones you would not know of. The setting of “Cutting Chi” keeping in mind our customer base would be of two kinds: * At the entrance we would have a lawn for that laid back evening that you desire and enjoy your favorite tea. * Also an inner closed space which provides you the right ambiance for a small talk, formal or informal.
To keep the theme intact we would have Solid Oak Wooden Furniture inside as well s outside. In the lawn we would also have Porch Swing in which people could relax in the evenings Service: We plan to provide our customers with the comfort of serving their tea at their table and that too in our range of authentic teapots.
And to add spice to it our waiters will be dressed in the traditional attire of the state. For example for Mohammedan, the traditional dress of Guajarati men is the Kurt (called gazebo) and pajama (called languages) so we would make the waiters wear it.
The aura that we intend to create in our cafe© also relates to the nostalgic feel as we could draw up a flowchart to showcase the history of tea in India. Adding to that would be basic information about the various kinds of tea available with us to highlight their ingredients as well as health benefits if any. We also want to satisfy the inquisitiveness of our customers about how tea is manufactured so we provide you an insight into tea manufacturing process by few of our innovative entertainment options