PROJECT PROFILE
2.1 PRODUCT NAME
Boh Ice Tea. This situation analysis is based on this Boh product.
2.2 PRODUCT CLASSIFICATION
Boh Ice Tea is one of premium black teas and its from the country’s No.1 preferred brand which is Boh Plantation Sdn.Bhd.
2.3 PRODUCT CHARACTERISTICS
· Product
§ Instant tea,Tea
· Packaging
§ Soft pack, Sachet, Box, Canned drink, Boh Gift Box.
· Price
§ Soft Pack - RM 5.90 – RM 12.290
§ Box - RM 8.90 – RM 11.90
§ Canned Drink - RM 1.80- RM 2.20
§ Bottle - RM 2.20-RM 2.50
· Unit of Sales
§ Soft Pack - 25s,100s,20s.
§ Box - 25s,100s,20s.
§ Bottle/Canned - 100g, 150gm
2.4 PRODUCT RANGE
Boh Gift Box
| | Boh gift Set MDF – 8 Compartments Price : RM 60.00 BOH Git Box is a mixed collection of BOH Cameronian Gold Blend & Seri Songket range. BOH Cameronian is a true masterpiece cultivated on the cool slopes of Cameron Highlands which it takes its name. Aromatic and delicate, this smooth golden blend uses only the tender shoots of the Manipuri and Rajghur jats, two top quality varieties of tea plants originally from Assam. |
Boh Tea Leaves
| | BOH Tea Leaves 500g Price: RM 5.90 Malaysia’s most popular brand. Grown in the cool climates of Cameron Highlands, this broken orange pekoe is flavoury and robust with a distinctive, unique character. |
| | BOH Tea Leaves 500g Price: RM 8.90 Malaysia’s most popular brand. Grown in the cool climates of Cameron Highlands, this broken orange pekoe is flavoury and robust with a distinctive, unique character. |
| | BOH String and Tag 100 TB Price: RM 11.90 Malaysia’s most popular brand. Grown in the cool climates of Cameron Highlands, this broken orange pekoe is flavoury and robust with a distinctive, unique character. |
| | BOH Green Tea 50 TB Price: 12.00 BOH Green Tea is specially prepared steamed green tea; with a refreshingly brisk taste that complements its natural antioxidant properties. |
Boh Ice Tea
| | Ice Tea - Peach 20s Price: RM 9.90 Peach – smooth and bursting with the distinct flavours of peach. |
| | Ice Tea – Orchard Splash 20s Price: RM 9.90 Orchard Splash – an invigorating blend of mangoes, guavas, oranges and tangerines. |
| | Ice Tea – Lemon Lime 20s Price: RM 9.90 Lemon Lime – refreshingly zesty with the tangy hints of lemon and lime. |
| | Ice Tea – Green Tea with Lime 20s Price: RM 9.90 Green Tea with lime - a unique blend of delicate green tea with tangy lime. |
| | Ice Tea - Blackcurrant 20s Price: RM 9.90 Blackcurrant – rich with the summer flavours of succulent blackcurrant berries. |
Boh Teacino
| | Teacino Vanilla Price: RM 11.60 An irresistibly smooth blend of instant tea, milk and sugar flavoured with the sweet and delicate fragrance of vanilla. |
| | Teacino Classic Price: RM 11.60 An original masterpiece of a classic blend of full-bodied tea, milk and sugar. |
| | Teacino Caramel Price: RM 11.60 A tempting rich blend of instant tea, milk and sugar flavoured with the creamy malt of caramel. |
Boh Teamix
| | BOH 3-in-1 30s Price: RM 13.50 BOH 3-in-1 is instant tea pre-blended with tasty creamer and sweetened with sugar for that robust, full flavour of BOH. |
| | BOH 2-in-1 20s Price: RM 8.40 BOH 2-in-1 is instant tea specially blended WITHOUT sugar but with added non-dairy creamer for a smoother taste. |
Boh Garden Tea
| | Palas Supreme 100g Price: RM 6.90 Palas Supreme – a fine, flowery pekoe from the cool slopes of Sungei Palas. |
| | Palas Afternoon Tea 100g Price: RM 6.90 A light and delicate full leaf tea. |
| | Gunung Chantik 100g Price: RM 6.90 Gunung Chantik – a fannings tea of a bright and brisk nature. |
| | Bukit Cheeding 100g Price: RM 6.90 Bukit Cheeding No.53 – a lowland breakfast tea of robust and full-bodied character from the tea garden of the same name. |
Boh Cameronian Gold Blend
| | BOH Cameronian Blend 75TB Price: RM 10.90 Another BOH best seller, the BOH Cameronian Gold Blend is a true masterpiece cultivated in Cameron Highlands from which it takes its name. Aromatic and delicate, this smooth golden blend uses only the tender shoots of the Manipuri and Rajghur jats |
| | BOH Cameronian Blend 150g Price: RM 13.90 Another BOH best seller, the BOH Cameronian Gold Blend is a true masterpiece cultivated in Cameron Highlands from which it takes its name. Aromatic and delicate, this smooth golden blend uses only the tender shoots of the Manipuri and Rajghur jats. |
| | BOH Cameronian Blend 25TB Price: RM 8.90 Another BOH best seller, the BOH Cameronian Gold Blend is a true masterpiece cultivated in Cameron Highlands from which it takes its name. Aromatic and delicate, this smooth golden blend uses only the tender shoots of the Manipuri and Rajghur jats. |
| | BOH Cameronian Blend 50TB Price: RM 10.90 Another BOH best seller, the BOH Cameronian Gold Blend is a true masterpiece cultivated in Cameron Highlands from which it takes its name. Aromatic and delicate, this smooth golden blend uses only the tender shoots of the Manipuri and Rajghur jats. |
Boh Alternative Tea
| | Alt Tea - Strawberry Raspberry 25s Price: RM 9.40 Strawberry Raspberry – the fragrances of summer berries make this a brew that is lively and cheering. |
| | Alt Tea - Peppermint 25s Price: RM 9.40 Peppermint – infusion with its cooling flavour, makes a wonderful elixir to clear the mind and refresh the spirit. Peppermint is also reputed to aid digestion, making it a prefect after-meal drink |
| | Alt Tea – Passionfruit Orange 25s Price: RM 9.40 Passionfruit Orange – the bold contrast of tropical passionfruit with juicy oranges provide a refreshing brew for any time of the day. |
| | Alt Tea – Lemon Myrtle 25s Price: RM 9.40 Lemon Myrtle – with scents of lemongrass and lime, this infusion clears the mind and invigorates the body. |
| | Alt Tea – Jasmine Green Tea 25s Price: RM 9.40 Soothing, calming green tea combined with the delicate scent of jasmine flowers make this tea a cleansing and refreshing brew. |
| | Alt Tea – Camomile 25s Price: RM 9.40 Camomile – a quietening balm of camomile flowers, cut to release their apple-sweet scents, to soothe tired bodies and minds. |
Boh Teh Tarik Kurang Manis.
| | BOH Teh Tarik Kurang Manis Price: RM 12.90 Teh tarik is Malaysia's all time local favourite beverage. Experience the robust, full-flavour of Boh Teh Tarik Kurang Manis - with less sugar in each convinient sachet. |
Boh Seri Songket
| | SS 25s / 125s - Passion Fruit RM 9.80 / 15.40 Passion fruit – the sweet, luscious flavours of this tea makes it perfect for a chilled spritzer. |
| | Ss 25s / 125s - Mango Price: RM 9.80 / 15.40 Mango – the sweet accents of ripe mangoes give this tea a lively and fruity character. |
| | SS 25s / 125s – Lychee Rose Price : RM 9.80 / 15.40 Lychee with Rose – an adventurous yet delightfully pleasant infusion of gentle fragrances. |
| | Ss 25s / 125s – Lime & Ginger Price: RM 9.80 / 15.40 Lime & Ginger – the zest of lime combined with the spice of ginger make this a versatile infusion to be enjoyed iced or hot. |
| | SS 25s / 125s – Lemon with Mandarin Price : RM 9.80 / 15.40 Lemon with Mandarin – this tea is brisk and flavourful with the tangy, citric flavours of lemon and mandarin. |
| | Ss 25s / 125s – Earl Grey with Tengerine Price: RM 9.80 / 15.40 Earl Grey with Tangerine – jazzing up a sophisticated favourite by combining the characteristic flavour of Earl Grey with the freshness of the tangerine. |
2.5 Distribution
· The distribution for Boh Ice Tea is Indirect.
· This is because boh ice tea is available everywhere such as hyper market,super market, petrol station, grocery shop and etc.
· This is indirect because it just not specific into one shopping mall and one company to distribute this product.
2.6 PRODUCT LIFE CYCLE
· In the time being,with all the new product, Boh Ice Tea is declining in the market.
· But the demand for this product is still needed.
2.7 THE BRAND
Boh Plantation is the first company which distributed the tea concept and it was Malaysia’s largest producer of premium black tea’s and the country’s No.1 preferred brand. Tea in market now has growing fast and be in the top ranked of the world.
Tea is very much like wine, the conditions in which the crop is grown have great influence on its final character. BOH’S tea gardens, bringing together the ideal environmental conditions of Cameron Highlands and the precision of mechanised operations, yield a tea with superb characteristics – bright complemented by a delightful aroma.
2.8 BRAND IMAGE AND IMPLICATION
Boh ice tea is one of the premium black tea’s which distributed by Boh Plantation. The packaging for this Boh Ice Tea product is in metallic packaging full with colors and look fresh with some fruits/flavor that offers for this product in each packaging. It also have the words BOH on the top of the packaging
And this is simple as you imagine,you just add on water either hot or cold into your glass with 1sachet Boh Ice Tea and just drink it everywhere. It have five flavor in market now – Blackcurrant,Peach,Orchard splash,Lemon Lime,Green Tea with Lime. But it more prefer if there’s and ice cold. Boh Ice Tea is a mix of tea and fruit to give a complete refreshing drink.
2.9 STRENGTH & WEAKNESS
· STRENGTH
o Came out from a strong brand company – Boh Plantation.
o Reasonable price for a 20 sachet in packaging.
o Had a variety flavour in market.
· WEAKNESS
o Has been in market for so long
o Overshadowed by other competitors such as Liptop and Nestle.
o People don’t really know/recognised this product.
2.10 ADVANTAGES & DISADVANTAGES
· ADVANTAGES
o Affordable for all customers
o People can find it easily in supermarket/hypermarket.
o Have many flavour to choose.
o Good quality of products.
· DISADVANTAGES
o No promotional for this item/product.
o Limited target user to tea lover only.
2.11 UNIQUE SELLING PROPOSITION (USP)
‘Share the Ummph! is ultimately a promise to create that extra special feeling with great-tasting tea for the enjoyment of everyone, both in Malaysia and beyond.
2.12 PROMOTIONAL HISTORY & ADVERTISING SCHEDULE
· November,2006 – STRESS AND TEA
· April,2007 – COOL OFF WITH TEA (Readers Digest program)
· May,2007 – TEA AND COFFEE ASIA 4th QTR 2006 (Talk)
· July,2009 – NEW HOPE FOR ORANG-UTAN SCHOOL PROGRAMME
· August,2009 – BLACK TEA TO LOWER BLOOD SUGAR ( The Sun Article)
· October,2009 – BOH’S TEA FOR TREES 2009
· January,2010 – KINABATANGAN TRIP FOR SCHOOL PROGRAM WINNERS
· February,2010 – BCAA DISCONTINUATION
· May,2010 – 1 UMMPH, 1 SMILE, 1 MALAYSIA CAMPAIGN
· June,2010 – EDTAU GADDUNG (GREEN DAY)
· September,2010 – TEA’S HEALTH BENEFIT IN BREW, NOT BOTTLE (The Sun Article)
· November,2010 – NEW HOPE FOR ORANG-UTAN SCHOOL PROGRAM
2.13 POSITIONING STATEMENT
Boh Ice Tea is a mix of tea and fruit to give a complete refreshing drink which is targeted to 17-35
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