Dubai starting own
tea brand to test consumer preferences
Brand Shay Dubai will be DMCC’s ‘very own signature
high-end tea brand’ as per the DMCC statement
Dubai: Dubai is starting its
own tea brand, Shay Dubai, to learn what consumers prefer from the beverage.
“This is not to compete with
Lipton,” Ahmad Bin Sulayem, executive chairman of state-owned Dubai Multi
Commodities Centre, said in an interview at the Global Dubai Tea Forum on
Wednesday. “We are trying to understand what the consumer wants.” Shay Dubai
will be DMCC’s “very own signature high-end tea brand,” according to a
statement distributed at the tea forum.
Shay Dubai tea
will be marketed under flavours Khaliji Blend, Dubai Spirit and Arabic
Breakfast, according to an advertising panel at the tea forum.
‘Shay Dubai’ has appointed
you as the manager and you have to:
1.
Suggest a segmentation and targeting strategy
for Shay Dubai.
2.
Recommend addition to the product portfolio.
3.
Recommend Pricing strategies involving
a.
Product mix pricing strategies
b.
Price adjustment strategies
Additional notes on Pricing: Adapted from Kotler& Armstrong
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1. Product Mix Pricing Strategies
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2. Price Adjustment Strategies
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Product line pricing
Involves setting price steps between various products
in a product line
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Discount and allowance pricing Cash
Quantity
|
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Optional-product pricing
Pricing optional or accessory products sold with the main product
(e.g., ice maker with the refrigerator).
|
Segmented pricing
Selling a product or service at two or more prices, where the
difference in prices is not based on differences in costs. E.g. Movies,
Matches,opera
|
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Captive-product pricing
Pricing products that must be used with the main product (e.g.,
replacement cartridges for Gillette razors).
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Psychological pricing
Considers the psychology of prices and not simply the economics e.g
perfumes, Limited edition cars/watches
|
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By-product pricing
Pricing low-value by-products to get rid of them (e.g., animal manure
from zoo).
|
Promotional pricing Low
interest financing
Longer warranty
Free maintenance
|
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Product bundle pricing
Pricing bundles of products sold together (software, monitor, PC, and
printer).
|
Geographical pricing
Dynamic pricing
Adjusting prices continually to meet the characteristics and needs of
individual customers and situations. -
airlines
International pricing
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