Scribd
Upload
76 views34 pages

Marketing Research on Tapal Ice Tea

This document summarizes a marketing research project about Tapal Ice Tea conducted by students. The research aimed to understand why the target market was not switching to Tapal Ice Tea and identify the most effective advertising campaign. Surveys were conducted with university, college, and school students as well as at offices and malls. The findings showed that taste, price, availability, and consumer attitudes influenced decisions. Recommendations included launching new flavors, ensuring availability, utilizing all marketing channels, and understanding urban culture.

Uploaded by

Adeel Ali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
76 views34 pages

Marketing Research on Tapal Ice Tea

This document summarizes a marketing research project about Tapal Ice Tea conducted by students. The research aimed to understand why the target market was not switching to Tapal Ice Tea and identify the most effective advertising campaign. Surveys were conducted with university, college, and school students as well as at offices and malls. The findings showed that taste, price, availability, and consumer attitudes influenced decisions. Recommendations included launching new flavors, ensuring availability, utilizing all marketing channels, and understanding urban culture.

Uploaded by

Adeel Ali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

MARKETING RESEARCH

TAPAL ICE TEA


Adeel Shaukat
&
Haseb Nisar Ahmed
BBA(Hons)7th semester
Indus University

OVER VIEW

O R G A N I S AT I O N :

Evolving and innovating its way through the near 60


years history

L a r g e s t 1 0 0 % Pa k i s t an i o w n e d t e a c o ma 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 T a p a l D a n e d a r, T a 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

PRODUCT

Tapal Ice Tea


Cold tea often served in glass over ice
Launched in June 2007
Its a caned Baverage 320 ml of 30 RS
Flavors : Peach and Lemon and Lime

PROBLEM

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

PURPOSE OF THE RESEARCH

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.

MANAGEMENT PROBLEM
STATEMENT

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

OBJECTIVE OF RESEARCH

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

RESEARCH
QUESTIONNAIRES

Product attribute
For designing the add campaigns
Information need

Type of study
Quantitative study

QUANTITATIVE RESEARCH

Exploratory research: Focus group


Secondary data
Simple questionnaire

TARGET POPULATION AND


SAMPLE SIZE

Description
Age group
Main concern
Motivation
Eating occasions

FIELD WORK

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

OBJECTIVE OF FOCUS
GROUPS

Participants profile
Consumer attitude
Awareness
Perception
Taste
Price

OBJECTIVE OF FOCUS
GROUPS

Availability
attribute
Packaging
Feedback after trail

PRIMARY DATA ANALYSIS

Demographic factor
Gender :-

AGE :-

INCOME CLASSIFICATION:-

Occupational classification:-

AREA OF RESIDENCE:FREQUENCY :-

TRAIL :-

Brand trail:-

Consumption :-

Association :-

What do you like to see in advertisements?


200
180
160
140
120
Like to See
Do not like to see

100
80
60
40
20
0
Sports Personalities

Celebrities

Healthy lifestyles Modern on the go lifestylesJingles like'Chill Karo

INCOME VS PRICE

ASSOCIATION VS TRAIL

TASTE VS ICE TEA

TRAIL VS I DONT SEE ANYONE


AROUND ME DIRKING ICE TEA

FACTOR EFFECTING DECISION OF


PEOPLE WHO HAVENT TRIED ICE TEA

LIMITATION

Limited resources
Conclusion :-

Low people trying product


Taste differentiation between younger and older
Price
Taste
Availability
Focus on consumer attitude

RECOMMENDATIONS

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

You might also like