marketing project final project

8/10/2019 Marketing Project FINAL PROJECT

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Submitted by:-

Ghulam Ali MBA - FAO4 - 018 M.Saleem MBA - FA04 - 056 Sami ullah MBE - FA04 - 016 M.shahzad MBE - FA04- 011

Submitted t .

Si! Babi! "a#$i! S ha!%a!di

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In the name of Allah,

Who is most beneficent,

& most gracious.

By time, man is in loss

Expect those who believe

And do good wor s

And exhaust on each other

!o truth and patience.

"Al#Asr $

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A&'# %led(eme#t

All glory and honor is for Allah, the Supreme Being

who bestowed profound perseverance and ability on

us to accomplish this work.

We express our profound and cordial gratitude to

o er thanks to our learned, kind and experienced

teacher, Sir Baber Tanvir Soharwardi , for his

valuable guidance, constructive comments and

continuous encouragement through out the research.

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)*"+O, ")O* OF "EA

,is& $e!y / tea

In 2727 B.C Chinese Emperor Shen-Nung was boiling drinking water when a ew

lea!es o a wild tea tree blew into the ro"al bowl. #e dis$o!ered that the lea!es imparted

a delight ul la!or to his water% and so it be$ame his a!ored drink.

It is probable that tea was irst $ulti!ated in China& though it is possible that

people in 'hailand and Burma ha!e used it or as long as the Chinese ha!e. 'he China tea

plant was taken to (apan in about )* +,,& where it was regarded as a medi$ine or

se!eral hundred "ears& until green tea was de!eloped to be$ome a popular be!erage. 'ea

was introdu$ed into England& as a gi t rom the British East India Compan"& in about )*

1 , and to rest to Europe soon therea ter.

B" the end o the 1 th $entur"& China still supplied the bulk o the world/s tea. In

1++ it e0ported 13 million kg& o whi$h 77 million kg went to Britain% while India

produ$ed , million kg. But within a ew "ears India mo!ed ahead o China in world

trade. Ce"lon Shri anka4 emerged as a tea produ$er in 1+ 7 and (a!a now part o Indonesia4 in 1+7+.

'oda" traditional tea growing $ountries o China India& Indonesia& Sri anka and

(apan ha!e been 5oined b" man" others in South )meri$a )rgentina& Bra6il& eru&

E$uador4 and ) ri$a 8en"a& 9ganda& 'an6ania& :alawi& ;wanda& and :o6ambi


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"ea t!i$ia

" E -"EA -BAG

)nother e0$iting tea inno!ation o$$urred in 1 ,+ when a tea mer$hant began

shipping tea to New =ork restaurants as indi!idual-ser!ing portions in small bags. 'he

restaurants began in using the tea in $ups o hot water without remo!ing it rom the bags&

and the modern teabags was born.

F)+S" -"EA -SA E

'homas >arwa" o >arwa"/s Co ee #ouse& E0$hange )lle"& Cornhill& ondon&

was one o the irst to bu" and sell tea and he was


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himsel & ) tab 'apal introdu$ed new tea $on$epts and de!eloped a wide range o tea

blends $atering spe$i i$all" to the tastes o people throughout akistan. #is progressi!e

outlook resulted in gi!ing urther strength to the oundation o


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satis a$tion. )ll these


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towards in$reasing !alue-added e0ports and is also a ast de!eloping sour$e o oreign

e0$hange or the $ountr".

Ste2s ta'e# t &a2tu!e the ta!(et &ust me!s

1. a&'a(i#(: 2i #ee!s / s /t 2a&'a(i#(

'e$hnolog" is also harnessed at 'apal to bene it the $onsumer. Arom the !er"

beginning& 'apal reali6ed the importan$e o importing inno!ati!e te$hnologies su$h as

the so t pa$king pro$ess. ) ull" automati$ a$ilit" was established where so t pa$ks were

produ$ed or the irst time in akistan. )t this a$ilit" tea is blended and pa$ked in

h"gieni$ $onditions& untou$hed b" human hands whilst the so t pa$king te$hnolog" keeps

tea resh and pa$kaging $osts e$onomi$al. 'he su$$ess o these so t pa$ks has been su$h

that other tea $ompanies ha!e also ollowed 'apal@s lead and laun$hed some o their

brands in so t pa$kaging.

. +esea!&h 7 de$el 2me#t a# # ( i#( 2! &ess

'ea blending and tasting is both an art and a s$ien$e and 'apal prides itsel on

ha!ing mastered both the aspe$ts. 'apal has adroitl" 5udged the ol a$tor" senses andkeenness o the taste buds o their patrons& resulting in the $reation o !arious well-

known brands. ) tab A. 'apal is a well-trained and highl" e0perien$ed tea taster o the

$ountr" and is re$ogni6ed as a


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$ompromised. 'hat@s wh" all the brands& whether *anedar& 'apal Spe$ial or 'apal Aamil"

:i0ture& alwa"s taste e0a$tl" as e0pe$ted% retaining aroma and reshness till the last sip.

9. %e! / b!a#ds

) ter 'apal@s uni


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as uni


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'apal@s management philosoph" is based on the traditional !alues o the 'apal amil"%

!alues that were based on good business sense su$h as establishing a tea-shop in the business area

o (odia Ba6aar. 'his mi0 o tradition and inno!ation has be$ome the hallmark o the winning

'apal strateg".

'he $ompan" is managed b" a dedi$ated team o highl" oing 'raining H *e!elopment

*is$ipline H ;espe$t at e!er" le!el

arti$ipati!e :anagement St"le

er orman$e )ppraisal S"stem

E0$ellent Emplo"ee Compensation

A $isi # / ! the /utu!e:-

) $ompan" that has grown with the $ountr"& 'apal 'ea looks orward to e!en

greater progress and inno!ation in the "ears to $ome. It remains $ommitted to pro!iding

the people o akistan with onl" the highest


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'argeting is depending upon the segmentation. 'apal/s segment is o$using on

demographi$all" and spe$iall" targeted the housewi!es& old people but know "oungsters

be$ause 'apal belie!e the" are their uture $ustomers& small pa$kets or pri$e $ons$ious

people& 'apal is target di erent $lass and indi!idual depending on their taste and

re


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"a2al

!i&e =+s> ?ua#tity =(!am>

1?,

2 1,,

?2 2,,

ioneer o the *anedar $ategor" in akistan& 'apal *anedar remains a a!orite around the

$ountr" with its grape-nutt" appearan$e& ri$h golden $olor and strong re reshing taste. In

a$t its popularit" is su$h that other $ompanies ha!e laun$hed their own !ersions o this

blend& but 'apal@s remains the original and ultimate *anedar be$ause o its uni


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1 , 1,,,

Chenuk Dust:-

"a!(et ma!'et ;es2e&ially / ! Si#dh< & #sume!s %ith e@t!a st! #( /la$ !< & l ! a#dtaste#ighl" popular in Sindh& Chenuk is known or its e0tra strong la!or& $olor and taste. )s aresult o these eatures and high


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"a!(et ma!'et & #sume!s / li(ht taste a#d s thi#( a! ma'apal (asmine >reen 'ea is the most re$ent addition to 'apal Brands. 'apal (asmine>reen 'ea is blended to per e$tion using the inest tea lea!es and spe$iall" sele$ted(asmine to gi!e a re reshing e0perien$e o light taste and soothing aroma. It is a!ailablein metal- ree tea bags spe$iall" en!eloped or e0tra reshness.

Mezba# !emie! ,ust:

Target market :-Espe$iall" target at Sindh $onsumers& or pri$e $ons$ious $onsumers& also de!eloped orhot tea shops

) ull- la!ored dust that deli!ers high


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'apal earned a uni.Kith the !iew that the "ounger generation will be 'apal@s uture $ustomers& 'apal isa$ti!el" supporting the ast de!eloping musi$ industr" in akistan. It has sponsored theleading singers in akistan and a$ti!el" parti$ipates in musi$ $on$erts.'apal has endea!ored to make its marketing a$ti!ities as attra$ti!e and intera$ti!e as

possible& orging a dire$t link with the $onsumers. 'he re$entl" introdu$ed 'apal ;oadShow has gi!en rural marketing a whole new eel. 'apal has a huge leet o beauti ull"de$orated tru$ks $ondu$ting the road shows. 'hese tru$ks are abri$ated with a kit$hen& astate o the art sound s"stem and a side door whi$h $on!erts into a stage. Jans are used

or $ondu$ting mer$handising a$ti!ities and DS splash. :obile Video Units are used

for projecting promotional and entertainment ilms. 'apal@s philosoph" has alwa"s been be as uni


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') ) has de!eloped its website or better intera$tion with its $ustomers. 'he" $olle$ttheir $ustomer/s responses& eedba$ks or its brand and pro!ide in ormation about its

brand.

3. Outd !

') ) uses billboards on di erent areas o $it" roads and highwa"s. 'he" are also using posters or retailer shops or better ad!ertisement.

4. "!ade 2! m ti #s = trade deals, display all !ances, incenti"es#

') ) spends more on promotional a$ti!ities. ') ) gi!es in$enti!es to wholesalersand retailers and as well as inal $ustomer. ') ) o ers di erent $oupon s$hemes orretailer and whole sellers.

$. #sume! ! m ti #s

') ) gi!es dis$ount o ers in or general $onsumer in month o #ol" ;am6an and also;apper s$heme e!er" "ear.

%. E$e#t ma!'eti#( a#d s2 #s !shi2

') ) sponsored di erent e!ents in akistan to promote its brand. Aor e0ample airs&e0hibitions& spe$ial o$$asions and other e!ents.

&. ubli& !elati # &am2ai(#

') ) also spending or better publi$ relation. )nd or this the" made Citi6enAoundation whi$h has s$hools hospitals et$.

'. e!s #al selli#(

') ) managed teams to sell its produ$ts in rural areas at the hal o pri$e or trail basis.'he" also established stalls in the market on spe$i i$ o$$asions to sell its produ$ts.

"a2al a#d mmu#ity Se!$i&es = +M>:-

D!er the "ears 'apal has not onl" pro!ided


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i2t # "ea

!i&e m2a!is #s / "a2al ith m2etit !s:-

"a2alDs im2a&ts # the ! le / #sume! buyi#( beha$i !

') ) pla" a great role on the $onsumer bu"ing beha!ior in situation o

Initiator

') ) shows su$h t"pe o ad!ertisement in whi$h a message is deli!ered irst time inthe tea market L aik (ar pee ker tu daikhhain M asked b" '.J star A!i/a Siddi ui.

)#/lue#&e!

'apal also use '.J stars to in luen$e the $onsumer b" using the $elebrities like )ri aSiddi


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') ) pro!ides the produ$ts that $ontain aroma o the lea and taste o dust or their users. 'hese both $ombine things did not o er b" other $ompan".

M dels / ! the & #sume! beha$i !s = T)P)* >:-

Ke are dis$ussing this model a$$ording to our sub5e$t ') ) . In this model are

dis$ussed man" attributes like&

:arket stimuli

Dther stimuli

S u!&e / "a2al B!a#d E uity:-

Brand e


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"!a#s/ !mati # / E@2e!ie#&e-

'apal alwa"s keeps its pri$es low than $ompetitors. 'apal alwa"s gi!e

spe$ial dis$ount o er in month o ;am6an. ri$es o 'apal tea are

dependent on the international tea market pri$es. Khene!er internationall"

tea pri$es de$reased& 'apal also de$reased its pri$es. Khile 9nile!er ne!er

did so

e$els / B!a#d A%a!e#ess a#d )ma(e

B!a#d A%a!e#ess

Brand awareness is related to strength o brand node or tra$e in memor"& as re le$ted

b" $onsumer abilit" to identi " the brand under di erent $onditions. It is ne$essar"

but not alwa"s su i$ient in building brand e


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these words asked b" a amous 'J star );IA) S)**IF9E that is newl" and uni

B" building a strong brand these le!els $an attained b" our steps

)de#ti/i&ati #

'apal danedar attained this le!el b" re$ognition o new name *)NE*); that is

re$ogni6ed b" irst time in tea market

B!a#d mea#i#(

'apal $reated his meaning b" a amil" tea. 'hat asso$iated it/s b" low pri$e and high


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') ) is a strong brand and ha!e strong position with respe$t to its $ompetitor.

'he positioning is depends upon the impa$t o the produ$t in the mind i people about the

$ompetitors and brand di erentiation and brand priorit" so that ' ) also position on

these basis. ') ) position as a high

') ) has strong image in akistan and $ompeting well its $ompetitors

here. Its big $ompetitor is 9nile!er. 'otal Sales o 9nile!er o its all 1,,4

brands is 23-2 billion in akistan while ') ) has sales o billion in

onl" its tea brand. It means that ') ) is in mu$h better position in tea

brand than its $ompetitor. So ') ) has greater $han$e to o!er$ome

9nile!er in international market. So ') ) should e0pand its business in

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other $ountries to $ompete its $ompetitor and to earn more pro itable and

international strong brand.

9nile!er spending more on ad!ertisement or better $omparison with

') ) . 'his $an be a negati!e point or ') ) in uture. 'o o!er$ome

this uture problem ') ) should spend more on $reating awareness in

people b" doing more ad!ertisement on di erent media.

! m ti #

mmu#i&ati # ehi&les

+. Media Ad$e!tisi#(

') ) more emphasis on media ad!ertisement. 9ni


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') ) sponsored di erent e!ents in akistan to promote its brand. Aor

e0ample airs& e0hibitions& spe$ial o$$asions and other e!ents.

1$. ubli& !elati # &am2ai(#

') ) also spending or better publi$ relation. )nd or this the" made

Citi6en Aoundation whi$h ha!e s$hools hospitals et$.

1%. e!s #al selli#(

') ) managed teams to sell its produ$ts in rural areas at the hal o

pri$e or trail basis. 'he" also established stalls in the market on spe$i i$

o$$asions to sell its produ$ts.

"a2alDs im2a&t # Buye! ha!a&te!istsultu!e

') ) emphasi6es on $ultural !alues in de!eloping and e0e$uting the promotional

a$ti!ities o their produ$ts. 'apal use the "ounger house wi!es the" were attempting

to win the heart o their husbands and be$ome the important member o the amilies.

'apal uses amous $elebrities like :oin )khtar . ar a siddi


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:oin )khtar Ir an khoosat #uma"un Saeed

Family"a2al initiall" laun$hed produ$t "A A FAM) M)H" +E "EA or amil"

marketing project final project

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