Adeel Shaukat &

Haseb Nisar AhmedBBA(Hons)7th semester

Indus University

MARKETING RESEARCHTAPAL ICE TEA

ORGANISATION:• E v o l v i n g a n d i n n o v a t i n g i t s w a y t h r o u g h t h e n e a r 6 0

y e a r s h i s t o r y

• L a r g e s t 1 0 0 % Pa k i s t a n i o w n e d t e a c o m a p a n y

• S i g n a t u r e b r a n d s i n c l u d e s Ta p a l D a n e d a r, Ta p a l M i x t u r e , Ta p a l Ta i z D u m , C h e n a k , M e z b a n , Ta p a l

g r e e n Te a

OVER VIEW

Tapal Ice Tea • Cold tea often served in glass over ice

• Launched in June 2007• It’s a caned Baverage 320 ml of 30 RS• Flavors : Peach and Lemon and Lime

PRODUCT

Company failed to switch their target market towards its new

Brand Tapal Ice tea

We need to find why

PROBLEM

In business they have not gained much profit

Ice tea has been backward in competing to other competitor

They failed to satisfy customer needs

PROBLEM

The main purpose of this research is to identify consumer

awareness and attributes towards Tapal Ice Tea in order to

design an Ad campaign that is effective enough to make the

target market switch to consuming it.

PURPOSE OF THE RESEARCH

Management need to know why the Target consumer have

not switch to Tapal Ice Tea from other drinks and what kind

of campaign they should design in order to appeal to their

target market

MANAGEMENT PROBLEM STATEMENT

To determine the attitude and physiographic factor

To determine the attribute of product

To determine the bigger role in preventing the target

market

To determine the most effective campaign for tapal tea

OBJECTIVE OF RESEARCH

Product attribute

For designing the add campaigns

Information need

Type of study Quantitative study

RESEARCH QUESTIONNAIRES

• Exploratory research:-• Focus group

• Secondary data• Simple questionnaire

QUANTITATIVE RESEARCH

Description

Age group

Main concern

Motivation

Eating occasions

TARGET POPULATION AND SAMPLE SIZE

10 universities

10 colleges

10 schools

Age group:-Universities (20 to 30)

colleges (17 to 20)

School (15 to 18)

FIELD WORK

Different offices

Different malls

Using Phone

Data analysis:-Spss

Ms excel

FIELD WORK

Participants profile

Consumer attitude

Awareness

Perception

Taste

Price

OBJECTIVE OF FOCUS GROUPS

Availability

attribute

Packaging

Feedback after trail

OBJECTIVE OF FOCUS GROUPS

Demographic factorGender :-

PRIMARY DATA ANALYSIS

Gender distribution

0

10

20

30

40

50

60

Gender

Per

cen

tag

e (%

)

GENDERPercent

50.8 48.4

Male Female

AGE :-

Age Distribution

0

10

20

30

40

50

60

15->18 18->30 30-35

Age Group

Per

cen

tag

e (%

)

INCOME CLASSIFICATION:-

Age Distribution

0

10

20

30

40

50

60

15->18 18->30 30-35

Age Group

Per

cen

tag

e (%

)

Occupational classification:-Occupation Classification

0

10

20

30

40

50

60

70

Student Employed Self-Employed

Other Missing

Occupation Type

Per

cen

tag

e (%

)

AREA OF RESIDENCE:-FREQUENCY :-

Areas of Residence

0

5

10

15

20

25

30

35

40

Defence Clifton Gulshan Nazimabad F.B Area Bahudurabad Other Missing

Name of Area

Perc

entag

e of R

esid

ents

TRAIL :-

Have you tried Ice Tea?

0

10

20

30

40

50

60

70

No Yes

Answer

Perc

en

tag

e (

%)

How often fo you buy Ice Tea?

0.010.020.030.040.050.060.070.080.0

Daily 2-3 timesa week

Once aweek

Once amonth

Rarely

Frequency of Purchase

Per

cen

tag

e (%

)

Brand trail:-What Brand Have You Tried?

0.0

10.0

20.0

30.0

40.0

50.0

60.0

Lipton Tapal Nestea Others

Brand Name

Per

cen

tag

e (%

)

Not tried

Tried

Consumption :-When do you Normally Consume Ice

Tea?

0.05.0

10.015.020.0

25.030.0

35.040.0

Hanging outwith Friends

At Mealtimes

On specialoccasions

Others

Perc

en

tag

e (

%)

Association :-What Do You Associate Ice Tea With?

0

5

10

15

20

25

30

35

Normal Tea Juices CarbonatedDrinks

Other

Per

cen

tag

e (%

)

Sports Personalities Celebrities Healthy lifestyles Modern on the go lifestyles

Jingles like'Chill Karo0

20

40

60

80

100

120

140

160

180

200

What do you like to see in advertisements?

Like to SeeDo not like to see

INCOME VS PRICE

ASSOCIATION VS TRAIL

TASTE VS ICE TEA

TRAIL VS I DON’T SEE ANYONE AROUND ME DIRKING ICE TEA

0

5

10

15

20

25

30

35

40

45

Number of responses

Factors

Factors affecting the decision of those respondents who haven't tried Ice Tea

Not applicable

Least preventive

Slightly preventive

Uncertain

Preventive

Most preventive

Not applicable 8 6 4 5 4 5

Least preventive 30 32 15 32 16 25

Slightly preventive 9 14 4 15 20 21

Uncertain 13 21 22 21 21 22

Preventive 10 12 10 12 13 8

Most preventive 30 15 45 15 26 19

Availability PriceExpected

TastePackaging

Expected Aroma

Colour

FACTOR EFFECTING DECISION OF PEOPLE WHO HAVEN’T TRIED ICE

TEA

Limited resourcesConclusion :-

LIMITATION

Low people trying product

Taste differentiation between younger and older

Price

Taste

Availability

Focus on consumer attitude

The Following are recommendation for Tapal in order to better market their Product to the Target market.

• Launching more flavor

Assurance of availability

Utilize all marketing channel

Understand urban culture

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