[

INTERNSHIP REPORT

On

An Analysis of Marketing Activities of Ispahani Tea Limited

Submitted To:

Sharmin Jahan

Assistant Professor

Department of Business Administration

Faculty of Business & Economics

Daffodil International University

Prepared By:
[

Md. Naziur Rahman Biswas

ID: 151-11-4384

BBA Program

Major in Marketing

Department of Business Administration

Daffodil International University

Date of Submission: 02.12.2018

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 Letter of Transmittal

Date: 02 December, 2018

To
Sharmin Jahan
Assistant Professor
Department of Business Administration
Faculty of Business & Entrepreneurship
Daffodil International University

Subjects: Submission of Internship Report on “An Analysis of Marketing Activities of

Ispahani Tea Limited”

Respected Madam,

It is a great pleasure for me to submit my internship report on “An Analysis of Marketing

Activities of Ispahani Tea Limited” This internship report is submitted as a part of the partial
fulfillment of BBA program.
This report titled An Analysis of Marketing Activities of Ispahani Tea Limited. This report
discusses the marketing activity of Ispahani Tea Limited.
I would love to thank you very much for the opportunity you have given me to do the study at
Ispahani Tea Limited which given me real-life experience and extra added value to my future
career. Any query regarding the report will be appreciated.
Sincerely,

……………………………
Md. Naziur Rahman Biswas
ID: 151-11-4384
Department of Business Administration
Daffodil International University

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 Declaration

I am Md. Naziur Rahman Biswas, ID: 151-11-4384, BBA Program 40th Batch hereby declare
that the presented report titled Analysis of Marketing Activities of Ispahani Tea Limited is
prepared by me. I also confirm that the report is prepared only for the requirement of
completion of BBA Degree, not for any other purpose.

……………………………
Md. Naziur Rahman Biswas
ID: 151-11-4384
Department of Business Administration
Daffodil International University

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 Certificate of Approval

This is to certify that the presented Internship Report titled on “An Analysis of Marketing
activities of Ispahani Tea Limited” has been carried by Md. Naziur Rahman Biswas, ID: 151-
11-4384, BBA Program 40th Batch, Department of Business Administration, Daffodil
International University, under my direct supervision.

During the period of internship program Md. Naziur Rahman Biswas has performed all of his
assigned works and duties with our satisfaction. I have supervised him from the beginning of
his internship period.

He is wished all the best in his effort.

…………………………….

Sharmin Jahan

Assistant Professor

Department of Business Administration

Faculty of Business &Entrepreneurship

Daffodil International University

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 Acknowledgement

At first I would like to thank Almighty Allah for making me able to use the opportunity to
complete my report flourishingly as a mandatory requirement of BBA program.

While preparing the report, I received active co-operations from my supervisor, Md. Maula
Al Mamun, Senior Manager (Sales & Distribution) Ispahani Tea limited and other members
of Ispahani Tea Limited. I sincerely express my heart – felt gratitude from their co-operation,
which helped me to complete this report. And they gave me some important information to
enrich this report.
I would like to thank and convey my respect to my honorable teacher, my supervisor,
Sharmin Jahan, Assistant Professor, Daffodil International University. For giving me her
valuable advice, guidance, time and all the necessary things to complete my report. Her
continuous supervision has inspired me to make more valuable report based on depth
analysis.

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 Executive Summery

Ispahani Limited is a well-reputed company in Bangladesh. It was operated business since

1820. The company mostly renowned for famous “Isphanni Mirzapore Tea” brand across in
Bangladesh.
The report topic is an analyzing the marketing activities of Ispahani Tea Limited, and this
report consists the marketing analysis and strategies of Ispahani Tea Limited. While doing
this report there was few analysis I had to do. At first, I had to go through the company
profile to have a strong sense of the strategies they follow.
This report discussion highlighted the company mission, values, and strategy. This report also
consists the marketing activities of Ispahani Tea Limited in which I found out the marketing
mix they have been doing. Such as by segmenting, targeting and positioning themselves in
market. I used to types of research methodology, which is the primary and secondary data
collection method. After doing a little analysis that helped me to find the company’s strength,
weakness, opportunities and threads. I found some problems that the company is facing and
some recommendations that might solve the mentioned problems in the report.

The habit of taking tea is increasing day by day. It’s a great opportunity to expand the
business. Ispahani reputation will grow more and more and someday ispahani tea will make
its footprint beyond the borders of Bangladesh.

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 Table of Contents
Chapter One ............................................................................................................................................ 1
Introduction ............................................................................................................................................ 1
Introduction: ....................................................................................................................................... 2
Background of the Study:.................................................................................................................... 3
Objective to the Study: ....................................................................................................................... 3
METHODOLOGY: ................................................................................................................................. 3
Source of Primary Data: .................................................................................................................. 3
Source of Secondary Data ............................................................................................................... 4
Limitation of the study: ....................................................................................................................... 4
Confidential information:................................................................................................................ 4
Lack of experience: ......................................................................................................................... 4
Shortage of time: ............................................................................................................................ 4
Chapter- 02 ............................................................................................................................................. 5
Organization Profile ................................................................................................................................ 5
Organization History: .......................................................................................................................... 6
Business Idea of Ispahani Tea: ............................................................................................................ 6
Organization Mission: ..................................................................................................................... 6
Organization Values: ....................................................................................................................... 7
Organization Strategy: .................................................................................................................... 7
Organizational Chain of Command (Hierarchy for Marketing) ........................................................... 7
Ispahani Businesses: ........................................................................................................................... 9
Trading ............................................................................................................................................ 9
Agro ................................................................................................................................................. 9
Hospitality and Leisure.................................................................................................................... 9
Packaging ........................................................................................................................................ 9
Energy ............................................................................................................................................. 9
Information and Communication Technology (ICT)...................................................................... 10
Poultry ........................................................................................................................................... 10
Foods ............................................................................................................................................. 10
Real Estate..................................................................................................................................... 10
Shipping......................................................................................................................................... 10
Jute ................................................................................................................................................ 10
Cotton and Textiles ....................................................................................................................... 11
Tea Garden .................................................................................................................................... 11

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 Tea Trade ...................................................................................................................................... 11
Sales Volume of Ispahani Tea: .......................................................................................................... 11
Size of Workforce: ............................................................................................................................. 12
Chapter- 03 ........................................................................................................................................... 13
Analysis of Marketing Activities of Ispahani Tea Limited ..................................................................... 13
STP Analysis:...................................................................................................................................... 14
Market Segmentation: ...................................................................................................................... 14
Demographical: ............................................................................................................................. 14
Geographic: ................................................................................................................................... 15
Psychographic: .................................................................................................................................. 15
Target Market: .................................................................................................................................. 15
Positioning: ....................................................................................................................................... 16
Marketing Mix (4Ps) of Ispahani Tea Limited: .................................................................................. 16
Ispahani Products:......................................................................................................................... 17
Mirzapore Best Leaf: A Richer Blend with a Better Taste ............................................................. 17
...................................................................................................................................................... 18
Mirzapore Tea Bags: A Richer Blend with a Better Taste ............................................................. 18
Blender’s Choice Green Tea .......................................................................................................... 18
Why Blender’s Choice Green Tea so special? ............................................................................... 19
Healthy Benefits of Green Tea ...................................................................................................... 19
Blender’s Choice Black Tea: .......................................................................................................... 19
Zareen Premium Tea: .................................................................................................................... 20
Price: ............................................................................................................................................. 20
Distribution Channel & Place: ....................................................................................................... 22
Promotion: .................................................................................................................................... 22
Chapter 04............................................................................................................................................. 24
SWOT Analysis....................................................................................................................................... 24
SWOT Analysis: ................................................................................................................................. 24
Strength......................................................................................................................................... 25
Weakness ...................................................................................................................................... 25
Opportunities ................................................................................................................................ 25
Threats .......................................................................................................................................... 25
Chapter- 05 ........................................................................................................................................... 27
Findings, Recommendations and Conclusion ....................................................................................... 27
Findings: ............................................................................................................................................ 28

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Recommendations: ........................................................................................................................... 29
Conclusion: ........................................................................................................................................ 30
References: ................................................................................................................................... 31

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 Chapter One
Introduction

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Introduction:

Tea is a popular beverage made from the leaves of the evergreen plant. It is mainly an agro-
based oriented evergreen crop in Bangladesh. Bangladesh is a small tea producing country
with large potential. Tea is a major agro-based, labor-intensive and export-oriented industry
of Bangladesh. It plays a very vital role in the national economy through export earnings s
around 18.72% of GDP per year (Source: Bangladesh Tea Board) trade balancing and as well
as in employment generation. It produces 2% of world production and exports 2.56% (2017)
source Bangladesh tea board.

Robert Bruce was first discovered tea plant in Assam in 1834. In 1855, an indigenous tea
plant was invested in Chandkhani hillock of Sylhet. At the same time, wild tea plant was
found along the Khasi and Jaintia hills. Tea cultivation also started in Chittagong in 1840
with few plants imported from China and some plants of China origin developed in the
Calcutta Botanical Garden. The 1st tea garden of Bangladesh was established in 1854 at
Malnichhara in Sylhet. Two other tea gardens, Lalchand and Matiranga were situated in
1860. About 0.15 million people are directly employed in the tea industry. It is the vital cash
crop of Bangladesh. The total number of tea garden in Bangladesh 166. The Maximum tea
garden in Moulvibazar, Sylhet.

There are several types of the tea brands in Bangladesh like as Taaza, HRC, Seylon, Ispahani,
Danish, Finley, National tea etc.

Ispahani was established by British India in Bombay since 1820 which was one of the famous
private industries in South Asia at that time. Head office was located in Kolkata (1900) and
later in 1947, it was move head office in Chittagong and corporate office in Dhaka. Ispahani
has 26 Divisional Office and 528 sale center in Bangladesh and more than 10000 employees
are working in this organization. Ispahani has achieved the top beverage brand in Bangladesh
in 2018.

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Background of the Study:
As a student of Daffodil International University, an internship program is a crucial pre-
requisite towards the completion of BBA Program. Under this program, I had to work the
supervision of my course instructor in a real-life working environment. I have completed my
internship in “Ispahani Tea Limited”, a leading number one tea industry company in
Bangladesh. This Report is prepared by following the guidelines by Sharmin Jahan, Assistant
Professor. Daffodil International University.

Objective to the Study:

➢ To describe the company profile of Ispahani Tea Limited.
➢ To analyze the marketing activities of Ispahani Tea Limited.
➢ To describe SWOT analysis of Ispahani Tea Limited.
➢ To find out some problem of marketing activity Ispahani Tea Limited.
➢ To give some recommendation of those identified problems.

METHODOLOGY:

I have collected data from two relevant sources. These are:

Sources

Primary Secondary

Source of Primary Data: Sources of primary data collections are as following,

❖ Conversation with the senior employees.

❖ Communication with consumers that frequently purchase service from Ispahani Tea
Limited.

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Source of Secondary Data: Sources of secondary data collections are as following,

❖ Internet and company website (www.ispahanibd.com).

❖ Bangladesh tea board. (www.teaboard.gov.bd)
❖ Referred books.
❖ Annual report.

Limitation of the study:

I had to go through some limitation while conducting this report. I tried my best to complete
my report paper preparing this report. Some problem and limitation have encountered which
are as follow:

Confidential information:
Every company has some confidential information. I faced difficulties to collect that.

Lack of experience:
As this is the first formal report which is prepared by me, lack of experience is also a
limitation.

Shortage of time:

The duration of my work simplest three months. But this period of time is not sufficient for a
complete and clean study. If I had enough time, I think it could be better.

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 Chapter- 02
Organization Profile

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Organization History:
Ispahani Tea Limited since 1820 Certification of ISO 9001: 2008 and one of the famous
private conglomerate industries in South Asia. It was head office in Kolkata in 1900 and later
in 1947, it was moved head office in Chittagong with many corporate offices gradually in
Dhaka, Khulna, Sylhet, and Tea Estate and production zones etc. The group is creating a
huge signification of employments in many sectors day by day. In our country. It is the
biggest Tea trading company and captures a significant market share of Tea industry.
“Ispahani Mirzapore Tea” is a popular Tea brand within the country which is considered as a
category and generic name of Tea more than a brand. The group has many subsidiary
companies in different sectors. It is also serve he nation with (C.S.R) Corporate Social
Responsibility activities founding EYE Hospital and many educational institutes as corporate
philosophy. From the establishment it was committed to serving good quality products and
services to the national and worldwide. This philosophy has been created a good corporate
image that influences the company among the community. From it is beginning Ispahani as a
group is conquering the community love, dependence and support. It is established to serve
the nation with best quality products and services till the survival.

Ispahani is the largest tea company in Bangladesh. As a pioneer in Bangladesh's tea business,
they have introduced the first laminated pouch, double chamber T-bag, stack-up pouch, food
grade jar, three-layer wide pouch, 10 gram packs and bag-in-bag packets in Bangladesh
market.

Bangladesh, perspective tea means Ispahani. They have been dedicated to providing
uninterrupted satisfaction to our customers and enjoyable moments for a long time.

Business Idea of Ispahani Tea:

Organization Mission:

Ispahani Tea Limited has a set of mission to see the business in Bangladesh and others
countries. Some of them are given below,

➢ Increasing the profit size by enhancing total sales.

➢ To be the market leader in the serving industry.
➢ Balancing the price with product and service quality.
➢ To secure consumer rights providing best quality food and service.

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Organization Values:

Ispahani tea limited carries a highly ethical standard. Their values indicate some set of
criteria given here,

➢ Respecting the competitors among industries.

➢ Not to compromise with the quality issue.
➢ Research and development.
➢ Highest customer value.
➢ Ensuring best utilization of the resources.
➢ Appreciating the efforts.
➢ Serving the society Corporate Social Responsibility.

Organization Strategy:

Ispahani tea limited sets the business strategies for the wellbeing of company as well as for
the industry and some of them are given below,

➢ Fixing a clear objective to achieve.

➢ Working as a team.
➢ Adapting with the changed environment.
➢ Conversing through integrity.
➢ Searching for the best potential.
➢ Caring for mutual benefit.

Organizational Chain of Command (Hierarchy for Marketing)

Ispahani Tea Limited follows a horizontal chain of command as hierarchy. Each of
department has individual structure for operation. Here the model marketing hierarchy is
given below.

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 Top line Management

Chairman

Managing Director

Directors

General Manager

Mid Line Management

Senior Manager (Marketing)

Senior Manager (Sales)

Manager

Divisional Manager

Mid Line Management

Territory Manager

Territory officer

Sales officer

Assistant Sales officer

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Ispahani Businesses:
The company has different kind of business sectors in more than thirteen fields of industry.
Those fields are trading, agro, hospitality and leisure, packaging, energy, (i.c.t) information
and communication technology, poultry, foods, real estate, shipping, jute, cotton and textiles,
tea garden and well established tea trade. A short description of these companies and
competitions is given here gradually.

Trading
The company has a trading wing named south east trading limited. It was established in 1979
and contains bigger project works like supplying for ports and shipping, utility provider’s
state owned organization road construction, water-sewerage in our country.

Agro
In agriculture sector the group established ispahani agro limited in 2007 as having a
philosophy behind nation’s food security including three different wings of seed, bio
pesticide, and agro processing. It commits to meet country’s agro industry development as
operating business in a mostly agro based economy.

Hospitality and Leisure

Ispahani has hospitality and leisure business named the avenue hotel and suites located in
Chittagong. For catering it owns some stores named pit stop bakery and sweets, pit stop store
and pit stop restaurant in the same premise. These provide best quality food and refreshment
to the consumers.

Packaging
To serve with poly products for many industries like garment and textile, consumer food
packaging, see food preserving, tea packaging etc. Ispahani Marshal Limited is a pioneer poly
manufacturer in Bangladesh. It serves both domestic and multi-national companies beyond
border for many successful years.

Energy
Ispahani has a power (electricity) supplying company named pahartali power house for its
factory including a project agreement with power development board of Bangladesh
government and that plant is situated in chittagong nearby the one of company factories.

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Information and Communication Technology (ICT)
Broad band telecom services limited provides I.C.T solution to country’s internet usage
industry. It was founded in the year of 2002. It covers 7 divisions including 48 districts of the
country in an outstanding network.

Poultry
In 1997 zareen farms limited was established for serving eggs and chicken to meet up the
country’s protein demand as initially a public limited company joint venture with m. M. Agha
limited. It provides 5.5 million day-olds chicks and 7.76 million eggs per year to the market

Foods
Ispahani foods limited is a subsidiary company of ispahani group and was founded in 1999
factory plant located at gazipur. It does agricultural and food businesses like manufacturing
fast moving consumer goods (FMCG). The product category is rice, potato chips, energy
cookie biscuit, chanachur, bakery and snacks item ISPI powder drink etc.

Real Estate
It has two companies named Free School Street Property Limited and Nasirabad Properties
Limited as their real estate wing. These help to develop and design companies and for third
party construction like road, building etc. Another company named Sikomi Properties
Limited provides company’s tea state water plantation facilities.

Shipping
In Bangladesh, ispahani limited has been acting as second oldest agent for many shipping
lines for more than 50 years. It operates the business as a non-vessel operating common
carriers for renowned agency like hoegh lines, Oslo etc.

Jute
Though jute industry is considered as one of the sunset industries in Bangladesh ispahani
have glories progression in this sector. In early 1950, Chittagong jute manufacturing
company limited was established to produce jute and supply. Later another company was also
established named as victory jute products limited and because of losing demand it turned
into a warehouse business.

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Cotton and Textiles
Pahartali textile & hosiery mills is a unit of ispahani’s thread yarn manufacturing business. It
provides categorized high quality yarns to country’s export oriented knitting industry
remarkably from the establishment year of 1954. It is termed as one of the biggest yarn
suppliers among the suppliers and most revenue earning department for ispahani group.

Tea Garden
Ispahani group owns four tea gardens across the country. Mirzapore, gazipore, zareen tea
estates are located in moulid bazar, Sylhet and Neptune tea estate is located in Chittagong.
These estates supply tea for own company and for the market dealing at the Chittagong tea
auction. Those gardens yield on average 1800 kilos the highest amount achieved nationally.
In tea gardens ispahani produces a small volume raw rubber sheet and its 75 percent of total
productions are being exported to the international market.

Tea Trade
Ispahani mirzapore tea is the most famous and sole largest tea categorized brand in
Bangladesh. It pioneers the tea market segment from the very beginning of country’s tea
manufacturing history. Ispahani tea department is one of the most profitable revenue sections
for the company considering since its operation. Its tea blending and packaging factory,
located in Chittagong ensures the best quality of packed both for foreign and local market to
be served. Tea .it is providing quality tea product and for that it has been achieved IOS
9001:2008 certification because of excellence management coordination. Being as market
leader in branding arena it becomes a household consumer brand name too. Community
recognizes the brand as a category wherever it is found appreciably.

Sales Volume of Ispahani Tea:

Ispahani tea limited during my internship session i got opportunities to work in different
department of the organization mainly under their business development. This development
also does marketing, research and planning for tea department. According to last tea sales
record (source: audit 2017-18), ispahani tea department has been sold out to 20 million kg tea
(approximately).

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Size of Workforce:
Ispahani limited as a group provides work for more than 10000 employees and this number of
employment rate is enhancing continuously.

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 Chapter- 03
Analysis of Marketing Activities of Ispahani Tea Limited

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STP Analysis:

In marketing, applying the STP adds value and improves marketing effectiveness and
efficiency. STP stand for segmentation, Targeting, Positioning. The STP model is useful
when creating marketing communications plans since it helps marketers to prioritize
propositions and then develop and deliver personalized and relevant messages to engage with
different audiences.

Market Segmentation:
Product and services can be improved by dividing the market into smaller segments, the
uniqueness and needs from customers towards Ispahani Tea Limited can be found. After
reaching a few of the theories, in this case, market segmentation is important to follow by the
company for developing more profitable profiles every market segmentation. Market
segmentation is a technique based on the recognition that every market consists of potential
buyers with different needs and different buying behavior. Ispahani follows this
segmentation:

Demographical:

Ispahani segmented the products by using demographical base with variables like as age,
gender, income.

Age: Basically, Ispahani does not divide any limitation for age segmentation. Primary target
of Ispahani age segmentation 15 to above age consumers. Most of the people in Bangladesh
are like drink tea.

Income: Actually, Ispahani has emphasized on the lifestyle and behavior of consumers more
rather than the income. They think that it is really affordable to buy Ispahani Mirzapore tea
(especially 10 gm). Another thing Blender’s Choice Black Tea this is premium category tea
segmented by income.

Gender: Zareen premium tea segmented by gender this product basically only for (female).
Because Zareen’s carefully graded tea has almost zero calories and nearly zero fat.

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Geographic:

Continent : Asia

Country : Bangladesh

City : All Bangladesh

Size/Population : Approximately 17 core

Psychographic:
Ispahani segments by their products. As in variables like social class some customer are
conscious about price and some doesn’t even bother to care about it. Such as providing
products by the price naming economy class, premium class. Mirzapore Best Life this is
economy class products. Blender’s Choice Black Tea, Zareen Premium Tea, Blender’s
Choice Green Tea this are the premium category products. This process can help customers,
which means reaching out to the higher earning customers.

Target Market:
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It is time for the company to decide which target market needs to be focused after analyzing
the market segmentation and so the first thing is to identify target customer by its size,
growth and activities. Identifying market potentials also for the segmentation. By market
targeting company can activity find out, what approaches the most from other segments?
Ispahani builds marketing strategy for all the target markets. As for marketing strategy for
target market Ispahani follows:

❖ So customer from age 15 to above age they are actually the targeted customer for
Ispahani. Then by segmenting income, Ispahani target high income customer to
provide their products Such as Blender’s Choice Black Tea and Blender’s Choice
Green Teathis is premium category tea targeting by high income customer. Ispahani
target gender, Zareen premium tea target customer by (female).

❖ Ispahani targeted by social class and life style their products. As in variables like
social class some customer are conscious about price and some doesn’t even bother to
care about it. Such as providing products by the price naming economy class and
premium class. Mirzapore Best Life this is economy class products. Blender’s Choice
Black Tea, Zareen Premium Tea and Blender’s Choice Green Tea this are the
premium category products. This process can help to the target customers. Ispahani
targeted higher class people from psychographic segmentation.

Positioning:
Positioning is the mind of customers that which products or services are best in the market.
Positioning is described by variables and within parameters that are important to the
customers. Common expels are price, supporting services, quality, reliability, and value for
money.

We know that Ispahani is number one tea brand in Bangladesh. Their positioning strategy is
to provide good quality product to the customer at a reasonable price.

Marketing Mix (4Ps) of Ispahani Tea Limited:

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Marketing Mix of Ispahani Tea Limited Includes product, price, place and promotion and the
detail of it is given below,

Ispahani Products:

❖ Mirzapore Best life.

❖ Mirzapore Tea Bag.

1. Mirzapore Bag in Bag.
2. Mirzapore Tea Bag.
3. Mirzapore Tea Bag ( Smart Pack )
❖ Blender’s Choice Black Tea.
❖ Blender’s Choice Green Tea.
❖ Zareen.
❖ Tea stall Special.
❖ Hot Tea stall.
❖ Mayur.
❖ Mirzapore BOP.
❖ Holet Dust.
❖ Mirzapore Red Dust.
❖ Mirzapore Pico Dust.
❖ Mirzapore Supper Tiger.

Mirzapore Best Leaf: A Richer Blend with a Better Taste

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 Mirzapore best leaf is a produced by blending
the best tea leaves of the finessed tea gardens
in Bangladesh. It comes to you in the most
modern packing and designed to protect its
excellent aroma and taste.

Mirzapore Tea Bags: A Richer Blend with a Better Taste

Made with the best teas of Bangladesh fine

gardens, Mirzapore Tea Bags bring you the
substantial Mirzapore taste in a convenient
tea bag form. The most modern packaging
is designed since protect and preserve the
excellent aroma and taste.

Blender’s Choice Green Tea

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 Green tea has been enjoyed in China an
approximately 5000 years. Blender’s
Choice brings you the exquisite taste of
green tea. Blender’s Choice is exceptional
because it was blended using the best tea
leaves. Ispahani tea blending experts go
through a thorough procedure to ensure that
only the best, freshest and finest tea leaves
go into every Blender’s Choice pack.

Why Blender’s Choice Green Tea so special?

Only teas of the finest and high elevation tea gardens of China are used in this blend. The
subtle fragrances and flavors of this super tea combine health giving properties with an
impeccable taste.

Healthy Benefits of Green Tea

Weight loss, reduced risk of Cardiovascular Disease, a lower risk of cancer, improved brain
functions and many others.

The outstanding blend for tea connoisseurs.

Pure and an exclusive premium class tea.
An only elite tea drinkers choose a cup of
blender’s choice. Blender’s choice is an
Blender’s Choice Black Tea:
exceptional because it combines the best
Bangladeshi and African teas. Ispahani tea
blending experts go through a thorough
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procedure ensure that only©Daffodil
the best, freshest
International University
and finest tea leaves go into every blender’s
choice pack.
Zareen Premium Tea:

The premium blend for an active lady.

Every cup of Zareen Premium Tea is rich in
natural antioxidants. Zareen’s carefully
graded tea has almost zero calories and
nearly zero fat. It is fresh tea that is unique.
Zareen’s exceptional blend provides a
charismatic taste, lovely liquor and
sensational.

Price:

Table 01: Mirzapur Best Leaf

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 Brand Name Weight MRP (Taka)
Mirzapore Best Leaf 400 gm 200
Mirzapore Best Leaf 200 gm 105
Mirzapore Best Leaf 100 gm 53
Mirzapore Best Leaf 50 gm 27
Mirzapore Best Leaf 20 gm 10
Mirzapore Best Leaf 10 gm 5

Table 02: Mirzapore Tea Bag

Brand Name Weight Total Bag MRP (Taka)

Mirzapore Bag in Bag 100 gm 50 Pcs 140
Mirzapore Tea Bag 100 gm 50 Pcs 85
Mirzapore Tea Bag 50 gm 25 Pcs 45
(Smart Pack)

Table 03: Blender’s Choice Green Tea

Brand Name Weight Total Bag MRP (Taka)
Blender’s Choice Green Tea 37.5 gm 25 Pcs 110

Table 04: Blender’s Choice Black Tea

Brand Name Weight MRP (Taka)

Blender’s Choice Black Tea 400 gm 290
Blender’s Choice Black Tea 200 gm 150

Table 05: Zareen Premium Tea

Brand Name Weight MRP (Taka)

Zareen Premium Tea 400 gm 350

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Zareen Premium Tea 200 gm 180

Table 06: Trade Pack

Brand Name Weight MRP (Taka)

Mirzapore B.O.P 500 gm 192
Mirzapore B.O.P 1 kg 383
Mirzapore P.D 500 gm 194
Mirzapore P.D 1 kg 385
Mirzapore R.D 400 gm 158
Mirzapore R.D 200 gm 80
Hot Tea Stall 250 gm 110
Mayur 1 kg 412

Distribution Channel & Place:

Division Sales
Retailer Consumer
Warehouse Centers

Ispahani distributes their products 64 districts in Bangladesh. They have total 26 divisional
warehouses and 528 Depots across the country. They transfer their products to sales centers
from the divisional warehouse. After that, the Sales center employees are selling products to
the retailer. Finally, consumers are buying from the retailer.

Promotion:

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Promotion can be paid, owned and also earned through the help of media channels. Through
promotion, customers can actually be aware of the product or service that is in the market.
Ispahani uses a lot of promotional tools, such as;

❖ Print media and Electronica media: Ispahani has been doing advertising through
print media and electronic media which is a paid promotion. Newspapers and TV
Channel they are promoting their products and services. 30% advertising is given in
print media and electronic media.

❖ Sales Promotions: Ispahani uses sales promotion also which is about 20% of their
advertising budget. It helps to increases sales in short times. For example, 10/20 take
off per kg.

❖ Social media: Ispahani has been doing advertising through digital marketing which is
also paid promotion. 40% advertising is given in social media and digital marketing
platform. They often come to Facebook page, Instagram, and You Tube for
promotional activity and for promoting their services.

❖ Shop sign and Billboard: Ispahani has been doing promotion used shop sign and
billboard also. Significands percent promoting gives in shop sign and billboard.

❖ Tour and Gift: Ispahani is offering to customer’s tour and gift. Ispahani already
offered several places to customers. Like as: Bali, Malaysia, Nepal, Omar hajj e.tc

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 Chapter 04
SWOT Analysis

SWOT Analysis:

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The overall evaluation of company’s Strength, Weakness, Opportunities, and Threats are
called SWOT analysis helps explore the areas of possible changes in marketing activities.
Brief discussion Of Ispahani Tea Limited internal and external environment as follows.

Strength

• Number one tea brand in Bangladesh.

• Positive company image.
• Strong distribution channel.
• High quality products.
• Reliable with a long history.

Weakness

• Insufficient digital marketing activity.

• Inadequate print media and electronica media advertisement
• Not so focused on online shopping and services.
• Website is not update and developed.

Opportunities

• Online based purchasing and delivery systems.

• The habit of taking tea is increasing day by day. It’s a great opportunity to expand the
business.

Threats

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• Strong competition among the competitors.
• Product price is high.

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 Chapter- 05
Findings, Recommendations and Conclusion

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Findings:

While conducting my report towards Ispahani I have come across with some of the lacking
and problems they face doing business every day, such as;

❖ Distribution: Delivery system of ispahani is well organized. But sometimes lack of

awareness and bad behavior of the employees are seen in distribution system. As a
result, retailers are not satisfied with the company.

❖ Promotion: Ispahani is a well-established tea brand. But they have some lacking’s in
promotional strategy. Basically, their print media and electronic media advertisement
are Insufficient. Their maximum promotional activities consist of social media and
digital platform.

❖ Online Ordering system: Ispahani is a number one beverage brand in Bangladesh.

But they have no online products order system.

❖ Technological Development: This Company is one of the giant brands in

Bangladesh. So customers want to know about this company, but there is no sufficient
information on the website which is updated. That’s why customers are not aware of
properly about this company and the brand.

❖ Tea Stall Branding: The major customer of their product are tea stall owner but
Ispahani is not doing too much promotional activities for them.

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Recommendations:

❖ Sufficient training and workshop can increase the process and behavior of the
employees.

❖ Ispahani can focus more on online media like as Facebook, YouTube, Instagram and
print media, which is the fastest way to reach customers.

❖ Ispahani can develop their online ordering system. It will create digital platform for
the company.

❖ They need to be more technologically updated. They need to develop a strong website
with all update information.

❖ They can improve their R&D department to know about the customer needs, wants
and demands.

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Conclusion:
Ispahani is a well-established tea brand in Bangladesh. It has been a long journey for ispahani
to reach the pinnacle of success, but the company always had its priorities set to overcome all
obstacles. Since the very beginning of its operation, the company has focused on providing
the consumers the best possible experience in terms of quality and customer satisfaction and
this has played a vital role in building and maintaining the brand image of its tea products.
Ispahani now enjoys the status of the single largest tea company in the country as well as the
topmost position in brand awareness among its consumers. Ispahani reputation will grow
more and more and someday ispahani tea will make its footprint beyond the borders of
Bangladesh.

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References:

❖ Kotler, Philip, and Gary Armstrong. Principles of Marketing. 13thed, New Jersey:
Prentice Hall, 2014-2015.

❖ 2017. Kotler, Philip, and Kevin Lane Keller. Marketing Management. 13thed. New
Jersey: Prentice Hall.

❖ Pearce II, John A, Richard B Robinson, AmitaMital. Strategic Management. 10thed.

New Delhi: the McGraw-Hill Companies, 2017.

❖ Schiffman, G. Leon, and Lazar LesslieKanuk. Consumer Behavior. 10thed. New

Jersey: Prentice Hall, 2016-2017.

❖ Bangladesh Tea Board. (http://www.teaboard.gov.bd)

❖ www.ispahanibd.com.

❖ Annual Report.

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