N arung Green Tea Marketing Plan SITUATION ANALYSIS Environmental Analysis  Largest percentage of Karachi-Lahore-Islamabad population is target market.  Most residents are in the “professional and business” or “health and social service” classes of employment. Company Analysis  Nerung will be the ﬁrst business to operate under The Fedglobe Market Analysis  About 87% of all tea consumed is black tea and 12.5% is green tea (Tea Association, 2007) Competitor Analysis  The most likely substitute product for tea is coﬀee. SWOT COMMUNICATION STRATEGY Positioning Statement Target Market Two adjacent segment  18-23 years old college students  24-28 young professionals Need-based positioning  Health  Social Network  Novelty Product Strategy  Two-story building  Diﬀerent opening hours, seating arrangements and marketing approach