EXERCISE 4.2.
A number of charitable organizations in the industrialized world are attempting to raise wages and improve conditions for tea pickers. You are employed by a charity, which has established a marketing organization for tea, profits of which are returned to the producing region. Develop a marketing strategy for the tea, identifying target socio-economic groups and defining an ideal product profile. Consider the relative merits of direct sales through existing charity shops and mail order systems, attempting to establish your brand in the inde pendent grocery sector against existing national brands, or producing exclusively for a leading supermarket chain.