CHAPTER 1 BACKGROUND & STATEMENT OF THE PROBLEM......1

1. INTRODUCTION.....................................................................................2

1.1 INTRODUCTION OF THE TOPIC.................................................2

1.2 INTRODUCTION OF TAPAL...........................................................3

1.3 PROBLEM STATEMENT...................................................................6

1.4 SIGNIFICANCE OF STUDY.............................................................6

1.5 DELIMITATIONS..................................................................................6

1.7 DEFINITION OF TERMS...................................................................7

2.1 RESEARCH DESIGN.........................................................................10

2.2 RESPONDENTS OF THE STUDY.................................................10

2.3 RESEARCH INSTRUMENTS..........................................................10

2.4 UNIT OF ANALYSIS..........................................................................11

2.5 TIME HORIZON..................................................................................11

2.6 SOURCES OF DATA..........................................................................11

2.7 TREATMENT OF DATA...................................................................11

3.

CHAPTER 1

BACKGROUND OF THE SUBJECT/TOPIC & PROBLEM STATEMENT

1. INTRODUCTION

2. INTRODUCTION OF THE TOPIC

3. INTRODUCTION OF TAPAL

4. PROBLEM STATEMENT

5. SIGNIFICANCE OF THE STUDY

6. DELIMITATIONS

7. SCOPE

8. DEFINITION OF TERMS

1

1. INTRODUCTION

The super market culture has changed consumer purchase habits and the youth today has

ample choices in front of them, even when compared to 5 years ago. Increasingly they are

becoming a huge market on their own. If we look at the last couple of decades we will

see that due to a change in the behaviors and in the living pattern of customers, many

companies have not only made a move to capture the viable chunk of the market in

Pakistan as well as in abroad. When we talk about Pakistan, we see that in the last few

years many companies have launched products which are not traditionally consumed by

our nation. Many factors have contributed in bringing this change, few of them are;

economic situation of the country, education level and occupation. When Tapal launched

its ice tea in May of 2007, the economic condition in the country was relatively more

stable then how it is now, people were earning more and spending more. Apart from that,

Today’s generation is considerably more educated than the previous generations and this

trend is occurring as a result of affluence & changing social values. The relative

importance of the educated segment of consumers will continue to expand, and keeping

in mind their desire for new products made this segment more attractive for Tapal.

Similarly, the occupation status has also played an important role in the changing

behavior of consumers, as in these days there are more white-collar workers with

relatively more to spend than ever before. These are the few observations on which Tapal

had been working and thus the introduction of a new product such as Ice Tea in order to

avail the opportunity present in the market.

1.1 INTRODUCTION OF THE TOPIC

The topic of my thesis is “Identifying the challenges faced by Tapal in marketing its ice

tea & developing strategies to improve the situation”.

Keeping all the above mentioned factors in mind which are responsible for the change in

the consumtion behavior, Tapal introduced its Flavoured ice-tea. Internationally ice tea is

available in many different flavors and is offered by many different companies but in

Pakistan at this current status it is only offered by two giant shareholders in the tea

making industry which are Tapal and Lipton. In abroad people consumes ice-tea in good

2

quantity but in the sub continent although we are very fond of drinking tea but in its same

traditional form, i.e, the regular hot tea. That is the reason why masses have not yet

accepted this version of tea in Pakistan. It has always been difficult to change the mind-

set of customers but in order to increase the sales of ice tea, marketers have to first create

awareness among the tea drinkers, both the heavy users and the light users and in non

drinkers about this cold version of tea and then have to work on the marketing mix

determinations in order to increase its sale. Right now the problems regarding Tapal’s Ice

Tea are; it is only available in two flavors i.e., Peach and Lemon & Lime , it is not easily

available everywhere and till now no such noticeable promotional work has been done

for it. So, in this report I will be discussing what Tapal can do in order to improve the

current situation of what we can say, Failure.

1.2 INTRODUCTION OF TAPAL

Tapal is the largest and 100% locally owned tea company. It has modern tea blending and

packaging factories, warehouse equipped with state of the art machinery and a team of

highly dedicated and dynamic professionals. The journey of Tapal started back in 1947

from its retail outlet in Jodia Bazaar, Karach under the supervision of its founder Adam

Ali Tapal.

‘Never compromise on quality’ has been the motto of company since beginning, which

has resulted in a high level of customer satisfaction, which make them brand loyal. Tapal

is the leading tea importers of Kenya tea in the country and are now planning towards the

backward integration by beginning the tea plantation at Shinkiari in the northern region

of Pakistan. The aim of this project is to become self-sufficient in the tea industry, saving

country’s foreign exchange and provide new job opportunities. Tapal is also working

internationally and is the first national tea company to export tea to U.A.E, Canada and

U.S.A. Tapal is a research-oriented company. It keeps researching in the area of retail

audit, consumer behavior, and media planning and product development so that it can

cope up with the challenges and requirements of the industry and consumers. The reason

of meeting the challenges of the industry and the current environment fully and having

3

such a big loyalty of customers is possible only by providing consistent and quality

product at all times.

Tapal is the leading brand in the tea industry and is known because of its quality and taste

and thus has left behind many competitors in the tea industry. The leading competitors of

Tapal are Lipton, Tetley and Brookebond. Tapal has various different brands under its

umbrella like

TAPAL DANEDAR

Pioneer of the Danedar category in Pakistan, Tapal Danedar remains a favorite around the

country with its great-nutty appearance, rich golden color and strong refreshing taste. It is

available in soft packs and double chamber teabags; 100gms pack containing 50 teabags

and a 200gms pack containing 100 teabags.

TAPAL FAMILY MIXTURE

A combination of high-grown Kenya leaf and dust tea. It was developed in 1947 and

created a completely new category in the tea market. It had a major role to play in Tapal’s

success as it gives a unique taste of dust with leaf together in one cup. It is available in

hard packs of 60, 125 and 250 gms and a jar pack of 450 gms.

TAPAL SAFARI CHAI

Tapal safari is made from Kenya leaf teas and provides great tasting tea to the consumer.

Tapal safari chai, with a safari theme, is aimed at adventurous people.

MEZBAN PREMIER DUST

A strong flavored dust tea that delivers high quality at a very economical price. It is

aimed at consumers who prefer tea with a strong flavor and taste. It was originally

developed for hot tea shops/dhabas but became a favorite for household consumers as

well specially in the rural areas of Sindh where the strong taste is preferred particulary.

The name of the brand itself is a characterization of the typical hospitality that is inherent

to and a matter of pride for the people of Sindh.

4

CHENAK DUST

An economy dust embracing high grown flavoury teas proportionally blended with

medium grown Kenyad golden Coloury teas to give an all round cup at a reasonably

lower price.

Chenak Dust infuses quickly and gives the consumer a strong bright coloury cup within a

very short time.

Chenak Dust is popular with those ‘tea lover’ who take several cups of tea due to its

friendlt price.

TAPAL SPECIAL TEA BAGS

These teabags are made from high grown leaves collected from tea gardens all over the

world which provides an extra strong blend. This combined with the convenience of

environmental friendly metal-free teabags has made Tapal special teabags a successful

product.

TAPAL JASMINE GREEN TEA

This is a most recent addition to Tapal brands. Tapal jasmine green tea is blended using

finest tea leaves and specially selected jasmine to give a refreshing light taste and

soothing aroma. It is also available in metal-free teabags.

GULBAHAR GREEN TEA

It is an after dinner delicacy perfection to the need of green tea drinkers.

TAPAL ICE TEA (NEW PRODUCT)

Tapal Ice tea is the latest product from the house of Tapal. Ice Tea came to notice of the

Tapal management when it was found that it was already being sold at many leading

stores throughout the major cities.

Independent industry research shows that healthy beverages were increasing claiming a

bigger share of the Pakistani market and were growing at a tremendous pace. Tapal

5

started to respond to consumer demand and research by introducing these current flavors.

14th of June was a historic day at Tapal Tea Pvt Ltd. Pakistan’s own and favorite hot tea

beverage company took its first step towards expansion with the introduction of its new

product “Tapal Ice Tea”. The first consignment of Tapal Ice Tea was ceremoniously

dispatched from the company’s warehouse on Thursday the 14th of June 2007.

1.3 PROBLEM STATEMENT

My concrete problem statement is;

“Identifying the challenges faced by Tapal in marketing its ice tea & developing

strategies to improve the situation”.

1.4 SIGNIFICANCE OF STUDY

The study will be helpful and beneficial to all information seekers in;

Knowing exactly what the customer’s perception is when it comes to the

consumption of ice-tea over the traditional hot tea.

Understanding the challenges faced by Tapal in marketing of its ice tea and how

the situation can be improved.

Moreover,

The study conducted can be a reliable source to the research based organizations

or companies under the study related to the segment

1.5 DELIMITATIONS

The delimitations or the assumptions, which are necessary to in order to conduct the

research are:

Political scenario of our country is highly unstable and keeps fluctuating, such kind of

uncertainty can affect the study.

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Economic condition, which is, unstable at the current situation and can have adverse

impact on our study.

1.6 SCOPE

This is a completely new market Tapal is entering and needs a comprehensive research at

national level. However due to distances and time constraints, the sample from different

areas of Karachi will only be taken. It is important to include different areas of Karachi in

order to determine where it is generating the highest sales volume and the availability of

the product in those areas as well. The time period of this study will be from October till

May.

1.7 DEFINITION OF TERMS

Ice tea: Ice tea is a form of cold tea, often served in glass over ice. Many forms of tea are

chilled, but most commonly ice tea is sweetened.

Flavored ice tea: When tea is mixed with different flavored syrups; common flavors are

lemon, peach, raspberry, lime, orange, cinnamon, grapes, mint and cherry.

Marketing mix determinants: The set of controllable tactical marketing tools i.e

product, price, place and promotion that the firm blends to produce the response it wants

in the target market.

Backward integration: Acquiring ownership of one's supply chain, usually in the hope

of reducing supplier power and thus reducing input costs.

Foreign exchange: Instruments, such as paper currency, notes, and cheques, used to

make payments between countries

Retail audit: Study of a selected sample of retail outlets, provide as a subscription based

service by market research firms. Retail audit service providers gather information on a

brand’s sales volume, sales trend, stock levels, and effectiveness of in store display and

promotion efforts and other associated aspects.

7

Consumer behavior: Consumer Behavior is defined as "the dynamic interaction of

affect and cognition, behavior, and environmental events by which human beings conduct

the exchange aspects of their lives." More generally, Consumer Behavior is the

psychology behind Marketing and the behavior of consumers in the Marketing

environment.

Media Planning: Process of designing the objectives and strategies for the use of media

in a marketing program and selecting the media that will most effectively and efficiently

reaches the intended audience for an advertiser's product.

8

CHAPTER 2

RESEARCH METHODOLOGY AND PROCEDURES

1. RESEARCH DESIGN

2. RESPONDENTS OF STUDY

3. RESEARCH INSTRUMENTS

4. UNIT OF ANALYSIS

5. TIME HORIZON

6. SOURCES OF DATA

7. TREATMENT OF DATA

9

2.1 RESEARCH DESIGN

In order to find out about the trends problems faced by Tapal in marketing its ice itea and

the source of data is both

Primary.

Secondary

The primary data has been gathered through conducting interviews and questionnaires.

The nature of the research is Exploratory, because on this particular product not much has

been done earlier and the data which will be collected with the help of this study will help

in determining the problems which are creating hindrance in the marketing of the

flavored ice tea and its acceptance by the people.

2.2 RESPONDENTS OF THE STUDY

The data for this study will be collected from 50 different people who belong to different

occupations. The age bracket under study is from 18 to 50 years with no restriction of

gender as this product is made for the masses therefore, it has the acceptance problem at

all levels.

2.3 RESEARCH INSTRUMENTS

For this study, the research instruments taken are;

Personally administered questionnaire & interviews

Personal Observation

The questionnaire will be based on the combination of closed ended and open-ended

questions and thus will give the proper insight of the topic. Interviews both face-to-face

and telephonic. Other tools are:

Internet

Magazines

Articles

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Prior study on related topic

2.4 UNIT OF ANALYSIS

The unit of analysis refers to the level of aggregation of the data collected during the

subsequent data analysis stage. Here the unit of analysis is Individual. Data will be

collected from each individual in the sample population and each respondent will be

treated as independent data source

2.5 TIME HORIZON

This study is a cross-sectional study. The data will be collected just once, perhaps over

the period of 6 months in order to answer a research question.

2.6 SOURCES OF DATA

The data gathered for this research is from both primary and secondary sources.

Primary data

Primary data will be collected through questionnaire and face-to-face interview.

Secondary data

Secondary data will be collected from the Internet and through different

magazines and newspapers. A complete list of bibliographic citations will be

provided in the appendix.

2.7 TREATMENT OF DATA

The data collected with the help of questionnaire will be processed and presented

graphically with the help of different charts. And then on the basis of that processed data

conclusion and recommendations will be formed.

CHAPTER 3

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LITERATURE SURVEY

1. FOREIGN LITERATURE

2. LOCAL LITERATURE

3.1 FOREIGN LITERATURE

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ARTICLE 1

TITLE: Iced tea: The distinctively American beverage

WRITTEN BY: Steven Smith

Ice tea was invented accidentally in 1904 by an Englishman in America. Before that tea

was always considered as a hot drink until the day ice tea was invented. Ice tea is

basically an energy drink which has little content of tea so that the drinker can feel the

tempt of tea in it and when it is served with different flavours like peach, lemon, orange,

cherry, strawberry, mint, grapes etc, it becomes flavoured ice tea. It is very refreshing if

its properly made but the secret of its success is hidden in its recipe. The art is in its

proper mixing and blending of fruit flavours and tea which is a bit difficult to balance, so

to solve this problem manufactures came up with the idea of providing ice tea in ready to

drink cans so that the consumers can enjoy the true essence of ice tea without

compromising on its quality.

People argued the beverage acted as both a physical and mental stimulant, as a refresher

of the spirit. Medically the benefits of tea can not be ignored, it gives power and capacity

for repairing the body’s waste. Some medical personnel argued drinking tea promoted

slenderness because it lessen the sense of hunger and thus to some extent prevented over

eating.

In the early days of ice tea in America it was seen that there was a difference in the

appeal of tea in winter months and in the summer months, tea association of USA

embraced the new marketing techniques in order to alter the image of iced tea which is

being perceived only as a summer time drink. This brought a sweeping change in the way

people viewed iced tea and the way it was promoted. A fool proof method of brewing a

consistent quality was developed for restaurants. The commercialization of instant tea

increased the iced tea’s popularity, helping make it a beverage that could be enjoyed year

round. And the use of new mediums and advertising tie-ins guaranteed that iced tea’s

message made into many homes.

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The demand for super premium iced tea is not limited to grocery shops. Restaurants and

other food service outlets are adding super premium iced tea to its beverage offerings.

ARTICLE 2

TITLE: Why brands fail. Business Line.

WRITTEN BY: S. Ramesh Kumar (June 2006).

It is necessary as a marketer that we should know that why many products failed in the

initial stage of their lifecycle and even after passing some time on the shelves of the

stores.

In an era of brand loyalty and brand experience, it is important that marketers analyze the

causes of brand failures as they could offer valuable insights. While there may be several

reasons why brands fail (both internal to the organization and external). It should be

noted that brand failure as defined for the purpose of the article is the withdrawal of a

brand from a market or a brand failing to capture a significant portion of the market

relative to the market structure in a given product category. The objective is to apply

academic reasoning across a variety of situations taking into consideration the overall

market for a product category and competitive offerings at a given point in time.

Category development

Normally, in a number of categories, brands evolve over a period of time as the category

evolves. When the category itself does not evolve, there is probably a lack of favorable

perception in the minds of consumers. Or perhaps they do not understand the nature of

the product and hence do not take it into their consideration set whenever they buy an

item from the category.

A considerable amount of research and a follow-up of the marketing mix are required to

ensure that the category registers among the target segment. The onus of doing this falls

on the pioneering brand which kick-starts the category (or one of the earliest brands).

While this meant just creating awareness some decades ago, now it could be a

complicated exercise in a competitive context.

14

While the brand may have gathered some of the information mentioned over a period of

time, it is difficult to think of a conceptual sequence of steps by which the brand was

promoted over decades. Given this scenario, it is not difficult to understand why several

brands are not found in the category. Development of the category, especially by brands

which are early to the category, determines not only the success of such brands; they may

also determine how subsequent brands may perform in the category. This is not to make

out that later entrants may not succeed in developing a category (there are several of them

which have successfully done it). A pioneering brand could become associated with a

category and hence be the `first' in the mind of the consumer. Later it could make

appropriate changes in the marketing mix to ensure it leads with a sustainable advantage.

Timings of the brand

There are two options for a brand to diffuse itself: either introduce a new concept or

develop it over time, waiting for the market to develop, or introduce a new concept when

the timing is right. The former approach calls for a greater commitment of money, time

and organizational resources. The later approach would be successful if there is adequate

and ongoing research on understanding the behavior of consumers.

Cultural dimensions

Culture is unique to a market. A number of consumer products may get diffused because

of changing lifestyles. Brands, which are associated with strongly, entrenched cultural

practices or beliefs would have to be careful before using a westernized appeal.

ARTICLE 3

TITLE: Why new products/services fail.

WRITTEN BY: Jill Konrath.

Fewer than 10% of all new products/services produce enough return on the company's

investment to survive past the third year. Why? Here's our Top 10 list of reasons new

products and services fail:

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1. Marketers assess the marketing climate inadequately.

2. The wrong group is targeted.

3. A weak positioning strategy is used.

4. A less-than-optimal "configuration" of product or service attributes and benefits is

selected.

5. A questionable pricing strategy is implemented.

6. The advertising campaign generates an insufficient level of new product/new

service awareness.

7. Cannibalization depresses corporate profits.

8. Over-optimism about the marketing plan leads to a forecast that cannot be

sustained in the real world.

9. The marketing plan for the new product or service is not well implemented in the

real world.

10. The marketer believes that the new product and its marketing plan has died and

cannot be revived, when, in fact there is the potential for resurrection.

What can marketers do to improve the likelihood of new product success in an age of

promotion and unprecedented competitive response? Testing the product before launch is

one solution.

Typically, if a company decides to do a test market before launching the product,

managers run a test market. Traditional test markets are fraught with problems, starting

with how companies select them—often because they are easy to manage rather than

because they represent the actual markets a company wants to reach. Traditional test

markets are expensive and competitors can steal ideas and sabotage results.

16

A well-done simulated test market, on the other hand, reduces the risks of launching a

flop by collecting data a company needs to forecast the likelihood of success, more

securely and more efficiently than a traditional test market.

3.2 LOCAL LITERATURE

ARTICLE 4

TITLE: Red Hot Tapal

WRITTEN BY: Marylou Andrew

Like many other countries the majority of people in Pakistan think that tea is the

beverage which is best served piping hot. Pakistan’s oldest and the most traditional tea

blenders Tapal decided to launch the icy version of the hot beverage. Their step of

launching iced tea shows that they are now feeling the need to enter younger, newer

market.

To ensure that Tapal ice tea would be well received the company conducted six months

worth of extensive focus groups with 18-35 year olds in urban and semi urban areas. In

May 2007 after the promising results of the research Tapal conducted they launched their

peach flavoured ice tea. The product is outsourced from Vietnam although the recipe has

been developed in Pakistan.

“Umair Mohsin, associate Creative Head at creative agency (the agency responsible for

the campaign) says that it was clear from the onset that Tapal ice tea would target the

young market, the focus group revealed that Tapal was not perceived as a young person’s

brand”.

The product is non carbonated one so it has to be sipped rather then gulped down and if

drinking from a can it is also considered as cool lifestyle and status symbol which is also

revealed in the focus group that’s why Tapal ice tea is packaged in a can rather then a

bottle. It is introduced with the price of Rs. 30 which is a bit expensive but it offers the

benefit of being healthy.

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CHAPTER 4

PRESENTATION ANALYSIS

1. DATA ANALYSIS

18

4. DATA ANALYSIS:

Q.1 HOW OFTEN TO DO YOU CONSUME ICE TEA?

INTERPRETATION:

Out of the 50 people surveyed for this report about 35 percent of them were the regular

drinkers of Ice tea. In order to understand the problem as accurately as possible the

respondents are chosen who have already tried Tapal’s ice tea atleast once. The idea

behind asking this question is to determine the consumption pattern of ice tea by sample

irrespective of the brand.

RESPONSES %

Daily 35

Weekly 25

Occassionally 25

Other 15

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Q.2 WHICH FLAVOR OF TAPAL ICE TEA YOU LIKE THE MOST?

INTERPRETATION:

60 Percent of the respondents like the ‘Lemon and Lime’ flavor of Tapal’s Ice Tea. It

should be noted here that Tapal initially launched its Ice Tea in only one flavor which

was Peach. Since the consumption of Lemon and Lime flavor has taken over the Peach

flavor, the signs are encouraging for Tapal to probably come up with new flavors.

RESPONSES %

Lemon and Lime 60

Peach 40

20

Q.3 DO YOU THINK TAPAL FLAVORED ICE TEA IS THE SUBSTITUTE OF?

INTERPRETATION:

This bar chart shows that 39.6%are those respondents who have graded the product as a

different product all together, while 31.9% said that it’s a substitute of Juices, 25.3% said

that it’s a substitute of soft drinks and only 3.3% has said that it’s a substitute of regular

tea.

RESPONSES %

Regular Tea 3.3

Soft Drinks 25.3

Juices 31.9

Its Different All Together

39.6

21

Since the respondents have graded Ice Tea to be a substitute of Juices so perhaps it’s a

sign for Tapal to introduce more flavors, Moreover, a high percentage of respondents

think it’s a different drink all together which also shows that people are now more open

to new and innovative products.

Q.4 ARE YOU SATISFIED WITH THE PRICING OF TAPAL ICE TEA?

INTERPRETATION:

About 48 percent of the respondents are dissatisfied with the pricing of Tapal Ice Tea.

This response clearly depicts that the pricing of Tapal Ice tea is higher than the value it

creates for the consumer for the amount of money they spend.

RESPONSES %

Satisfied 32

Neutral 20

Dissatisfied 48

22

Q.5 IS TAPAL ICE TEA EASILY AVAILABLE IN YOUR AREA?

INTERPRETATION:

This bar chart shows that 63 percent of the respondents agree that the product is not

available in their area. This has been the major cause of the low-sales volume of Tapal

Ice Tea even when they initially launched it. Only 36.3% of people said that the product

is available in their area.

RESPONSES %

Yes 37

No 63

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Q.6 DO YOU PREFER CHOOSING ICE TEA FROM A:

INTERPRETATION:

This shows that a smaller percentage of respondents knew what they want from before

and are brand loyal. The impact of Point of sale activation/promotions attracts more

consumers so it’s not just about the brand and the offering but also proper marketing &

visibility.

RESPONSES %

Point of Sale Display 38

Make Up Your mind from before

62

24

Q.7 DO YOU AGREE WITH THE STATEMENT THAT THE MARKETING

CAMPAIGN OF TAPAL ICE TEA HAS BEEN ABLE TO SUCCESSFULLY

DELIVER ITS MESSAGE AND CREATE AWARENESS AMONG ITS TARGET

MARKET?

INTERPRETATION:

RESPONSES %

StronglyAgree 20

Somewhat Agree 30

Neutral 15

Somewhat Disagree 20

Strongly Disagree 15

25

Tapal re-launched its ice tea targeting the youth and focusing more on an active lifestyle

and according to 30% of the respondents, it has somewhat succeeded in creating

awareness and delivering its message to the right target audience.

Q.8 WHAT FACTORS DO YOU TAKE INTO CONSIDERATION WHEN

PURCHASING ICE TEA?

INTERPRETATION:

According to the respondents, consumers gors for the Quality of the product closely

followed by its Price and Brand name, therefore, the companies should try their bets to

minimize the cost so that they can provide customers with a high quality product at a low

price.

RESPONSES %

Price 24

Quality 27

Offering 7

Packaging 18

Brand Name 23

26

According to the consumer’s response packaging comes after price and quality. This

doesn’t indicate that the company should provide customers with quality products at

lower quality packaging; this might affect company’s sales. Packaging is the outer look

of the product if the outer look is not attractive than the consumers will have the same

perception about its inner quality. They might perceive it as a lower quality product

Q.9 WHAT KIND OF PROMOTIONS APPEAL TO YOU AS A CONSUMER?

INTERPRETATION:

The most appealing promotion to the respondents was the Buy 1 Get 1 free with 35% of

the respondents checking it, closely followed by Discount Offers at 30%, Tie-In

promotion at 25% and only 10% of the respondents look for Extra Offerings. This shows

RESPONSES %

Buy 1 Get 1 Free 35

Discount Offers 30

Extra Offerings 10

Tie-In Promotions 25

27

the consumer prefer more quantity for the same amount of money they pay or a single

unit of Ice Tea.

Q.10 WHICH TYPE OF PROMOTIONAL ADVERTISEMENTS CATCH YOUR

EYE?

INTERPRETATION:

RESPONSES %

BillBoard 22

TVC 30

Posters 7

Radio 18

Newspaper/ Magazines 23

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The most effective medium to reach the target audience is a well shaped message aired

on TV as 30% of the respondents agree it to be the medium that catches their eye.

However, the importance of billboard and newspaper/magazine advertisement cannot be

neglected as these two have the next highest values in terms of medium that appeals to

the target audience.

Q.11 PLEASE RANK THE CHARACTERISTICS OF TAPAL’S ICE TEA

ACCORDING TO YOUR PREFERENCE:

INTERPRETATION:

RESPONSES %

Taste 21

Falvours 15

Product Range 15

Packaging 10

Price 24

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The above chart shows that consumers regard price and taste of the product more highly

than the other characteristics presented. Taste is related to the quality of the product since

it’s a beverage so once again it can be concluded that Tapal should strive to lower its cost

in order to provide the best quality product at a lower price.

Q.12 WHAT IMPROVEMENTS WOULD YOU LIKE TO SUGGEST IN

TAPAL’S ICE TEA?

RESPONSES %

More New Flavors 26

Availability 25

Lower Pricing 24

Nutritionally Rich 10

Other 15

30

INTERPRETATION:

Tapal has always been a huge name in a conventional tea industry which it can capitalize

on. Initially Tapal came up with only one flavor of Ice tea i.e Peach, however with its

growing awareness and popularity among the consumers, it should come up with new

flavors, focus on distribution and strive for lowering their cost so that they can lower the

price of the product as suggested by the respondents.

Q-13 HOW OFTEN DO YOU ENCOUNTER TAPAL ICE TEA’S

ADVERTISEMENT?

INTERPRETATION:

RESPONSES %

Often 19

Seldom 32

Rarely 49

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Once again the major reason behind the lack of awareness among people about Tapal’s

Ice Tea and it’s lower sales volume is the absence of proper advertisement of the product.

A very high proportion of the respondents said that they have rarely encountered any ad

of Tapal’s Ice Tea. So Tapal should not only increase the marketing/advertisement of the

product but also select the right medium/channel to reach its target audience.

CHAPTER 5

CLOSING UP

1. SUMMARY OF FINDINGS

2. CONSLUSION

3. RECOMMENDATION

32

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BIBLIOGRAPHY

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