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

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 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. INTRODUCTION

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

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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
such a big loyalty of customers is possible only by providing consistent and quality
product at all times.

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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.

CHENAK DUST

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

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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.

 Economic condition, which is, unstable at the current situation and can have
adverse impact on our study.

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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.

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

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

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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.

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 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

2.1 RESEARCH DESIGN

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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.

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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.

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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

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4. DATA ANALYSIS:

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

35
30
Daily
25
Weekly
20
15 Occassionally

10 Oother
5
0
PERCENTAGES

RESPONSES %

Daily 35

Weekly 25

Occassionally 25

Other 15

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.

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

60
50

40 Lem on and
Lim e
30
20 Peach

10
0
PERCENTAGES

RESPONSES %

Lemon and Lime 60

Peach 40

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.

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

40 Regular tea
35
30 Soft Drinks
25
20 Juices
15
10 Its different all
5 together
0
PERCENTAGES

RESPONSES %

Regular Tea 3.3

Soft Drinks 25.3

Juices 31.9

Its Different All 39.6

Together

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.

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.

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

50
Satisfied
40

30
Neutral

20

10 Dissatisfied

0
PERCENTAGES

RESPONSES %

Satisfied 32

Neutral 20

Dissatisfied 48

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.

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

70
60
50
40 YES NO
30
20
10
0
PERCENTAGES

RESPONSES %

Yes 37

No 63

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.

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

70 Point of Sale
60 Display

50
40
30 Make Up Your
20 m ind From
before
10
0
PERCENTAGES

RESPONSES %

Point of Sale Display 38

Make Up Your mind from 62

before

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.

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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?

30 Stronly Agree

25
Som ew hat
Agree
20
Neither Agree
15 Nor Disagree
Som ew hat
10 Disagree
Stronly
5 Disagree

0
PERCENTAGES

RESPONSES %

StronglyAgree 20

Somewhat Agree 30

Neutral 15

Somewhat Disagree 20

Strongly Disagree 15

INTERPRETATION:

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.

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Q.8 WHAT FACTORS DO YOU TAKE INTO CONSIDERATION WHEN
PURCHASING ICE TEA?

30
Price
25

20 Quality

15 Offering
10
Packaging
5
Brand Nam e
0
PERCENTAGES

RESPONSES %

Price 24

Quality 27

Offering 7

Packaging 18

Brand Name 23

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.

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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?

Buy 1 Get 1
35
Free
30
25 Discount
20 Offers

15
10 RESPONSES % Extra
Offerings
5
Buy 1 Get 1 Free 35
0
Tie-In
PERCENTAGES
Discount Offers 30 Prom otions
With Other
Extra Offerings 10 Products

Tie-In Promotions 25

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

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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?

30 BillBoard

25
TVC
20

15 Posters in
Stores
10
Radio
RESPONSES %
5

0 BillBoard 22 New spaper/

Magazines
PERCENTAGES
TVC 30

Posters 7

Radio 18

Newspaper/ Magazines 23

INTERPRETATION:

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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:

Taste
25

20 Flavours

15 RESPONSES % Product Range

10 Taste 21 Packaging

5 Falvours 15 Purchasing
Convinience
0
Product Range
PERCENTAGES
15
Price

Packaging 10

Price 24

INTERPRETATION:

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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?

30
More New
25 Flavours
20 Availability

15 RESPONSES %
Low er
10 More New Flavors 26 Pricing

5 Nutrionally
Availability 25 Rich
0
Lower PERCENTAGES
Pricing 24 Other

Nutritionally Rich 10

Other 15

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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?

50

40 Often

30

20 RESPONSES % Seldom

10 Often 19
Rarely
0 Seldom 32
PERCENTAGES
Rarely 49

INTERPRETATION:

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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

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34
BIBLIOGRAPHY

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