Executive Summary

Pakistan, a country of tea lover and is one of the highest per capita consumers of tea in South Asia. Local tea
importers
speculate
that
this
is
due
to
a
limited
choice
of
beverages.
Pakistan is the third largest tea importer in the world after Russia and the UK and consumes about 155 million kg of
tea every year (of which about 130 million kg is imported).On average, each Pakistani consumes about a kilo of tea a
year, a total of approximately 155 million kg. for a population of around 150 million. The annual tea import bill,
which this year may be more than US$200 million Vital Tea is a much known tea room in Pakistan. Eastern Product
(PVT) Limited, managed by its owners, Mr. Haji Muhammad Yaseen. He has 22 years of experience managing a
successful business in not only Pakistan but also internationally. Although it is a successful company and generating
reasonable revenue but it is needed to come forward in front of other competitive brands like Lipton Tea, Supreme
Tea and Tapal Tea to give them tough time. For this purpose I have conducted research to collect the data which will
help me to cope up these situations. I have taken one dependent variable (market share) and
three independent variables (taste, advertisement and distribution channel). On the other hand research objectives
areto conduct the comparative study between Vital Tea and other prominent Players in the market and analysis of
customer satisfaction and to find out the reason behind customer buying behavior while purchasing tea brands. For
the purpose of research data collection I have used questionnaire and helped for generals to collect the accurate data.
I have also explained marketing mix Product, price, placement and distribution. Vital Tea has various categories in
product packing size and quantity with different names in market. Price of the Vital Tea product is less than that of its
competitors. But as placement and promotion mix is concerned, this brand has weak distribution channel and
promotional activities relatively. They, actually, is still to reach their product on every required spot of the country as
well as internationally. I have also analyzed this brand regarding SWOT and PEST analysis. Vital Tea has a lot of
opportunities if they improve their distribution channel and advertising issues. It has strong competitors in the market
and it has some economical and may be political threats as well.

LITERATURE REVIEW:
Pakistan, a country of tea-lovers due to the Islamic ban on alcohol, is one of the highest per capita consumers of tea
in South Asia. Local tea importers speculate that this is due to limited choice of beverages .Pakistan is the third
largest tea importer in the world after Russia and the UK and consumes about 155 million kg of tea every year (of
which about 130 million kg is imported).On average, each Pakistani consumes about a kilo of tea a year, a total of
approximately 155 million kg. for a population of around 150 million. The annual tea import bill, which this year
may be more than US$200 million, highlights the importance of the country becoming self-sufficient in both
growing and manufacturing tea. So far, these efforts have failed, and Pakistan continues to rely heavily on imported
tea. In addition, consumers increasingly want better quality tea.
The tea marketing chain typically resembles one of two models. The first one, used mainly by large trans-national
companies, is vertically integrated, with one company managing all the steps, from cultivation on large estates
(which is often highly mechanized) to processing of tea bags. The second model can be considered more
"traditional". The tea is grown in smaller gardens, which are often owned by a co-operative of producers, and is then
usually marketed by national boards, as in India, Kenya and Tanzania. The fair trade movement has had an impact on
the tea trade.
Tea imports from Kenya make up about 85 percent of the total import and India is in the second place. Smugglers
bring in another 60 to 70 million kg. Imports are mainly from Kenya and other African countries, while the two
multinationals blenders import tea from Sri Lanka, Indonesia and Bangladesh. In addition, tea is smuggled into the
country via the border areas of the NWFP and Balochistan. In KARACHI the government is annually losing Rs 152
million in revenue due to tea smuggling through Afghanistan, sources in the tea trade said. Pakistan has a 170 million
kg tea market.
Pakistan Tea Association chairman Hamid Saeed told Daily Times that the business of tea importers was badly hurt
due to smuggling of tea. For the last couple of years PTA had been complaining to the authorities by writing letters
and reminders to the Central Board of Revenue (CBR) and Anti Corruption Department. Every time it had been told
that the authorities would consider this issue and inform PTA of the new government policies.
To curb the problem of smuggling, Pakistan Tea Association and major tea blenders, Unilever, Tapal and Tetley, are
demanding that government should abolish all duties and taxes levied on tea imports

METHODOLOGY:
A method involves a process or technique in which various stages or steps of collecting data are explained and the
analytical techniques are defined.
This research is an elaborate study to enable us to understand the whole scenario of Tea in the Pakistani market.
Collected data and information were tabulated, processed and analyzed critically in order to make more informative,
fruitful and purposeful.
In preparing this report I have used data and information of the following category:
a)
b)

Primary data
Secondary data
The primary data had been collected by direct interview, informal discussions.Most of the data have been collected
from secondary sources. The secondary information is collected from various books, research papers, and
documents, articles related with the Tea Plantation, etc.

CONTENT ANALYSIS:
In Pakistan, tea is counted as a staple item for common man and it is an integral part of our culture/festival and
heritage. Whether its the light green tea, the lemon tea, the delicacy of herbal tea, or the most common
favorite doodhpatti, we all love tea and consume a substantial quantity every day. Tea culture/festival is defined by
the way tea is made and consumed; and by the aesthetics surrounding tea drinking. In Pakistan, tea is usually
consumed at breakfast, during lunch breaks at the workplace, and in the evening at home, which is usually consumed
with biscuits or cake. Guests are also typically offered tea as a choice leisure than soft drinks.
Marketing of a tea brand or a related product, in advertisements it is mostly portrayed as a product to survive
a rishta ceremony, has the concept of a woman with a tea-tray/tea-trolley, serving and saying nothing, smiling at
random intervals become a stereotype or trade mark for most of tea brands label. Furthermore, it represents in most
add a family union; the tea which makes you happy; everyone in generation love to drink tea, youth with health
conscious womens drinking green tea, or lemon tea

Women are the main target audience for all tea brands as they are considered the decision makers for
consumable household products.
Tapal is a remarkably successful tea brand and has previously done some reasonably good commercials.
Latest Tapal Family Mixture commercial takes the tea trolley generation culture/festival also.
Advertisement also represents offers and different premium price campaigns, or in any cultural events less
prices on different packs.
Endorsement of celebrities to attract people to buy the brand.
The music and songs of different happy mood refresh the mood and you feel thats the band which I want.
Refreshing that made you day relax and energetic
Healthy ingredients

What kind of a message does that put across?

Their audiences are mostly of middle to upper class, they also represent different Pakistani culture/festivals women.
Some brands also targeting lower class with their different sub brand names like (kamar chai, tapal mezban, A1
karak chai etc) they target low level hard working people.
For Lipton it probably even has a stronger brand recall slogan because of the strategically used brand color, which
Tapal has also used in their Tapal Family Mixture and Lal hai tou Tapal hai campaign. But in the end, theyre
both trying to sell their products to women, because there is a culture/festival in Pakistan that kitchen is holed by
womens, and decisions are also made by womens about what FMCG brand to select.

Drinking tea has a lot of health benefits which Liptons Sip of Inspiration campaign intelligently proposes.

Unfortunately, all their commercials are international campaigns that are locally adapted, but it is still worth
watching a tea commercial that does not revolve around typical women or rishta ceremonies that made them
different from leisure brands. There campaign visually shows how tea sharpens the mind, the local adaptation
focuses on Lipton comprising ingredients that help refresh you. This strategy also adopted by leisure brands to
convey the message by different means like through different celebrities endorsement that its healthy life style.
What impact advertisements have on a society?

In my observation, while many women may even buy the product, and the brand managers and creative agencies
will think theyve done their job, but if you want that they will buy only your brand you have to make them impress
every time through different new campaigns and bachat packs.
TAPAL:

Tapal Danedar - Eid Commercial Film (Orignal Full duration).mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival/festivals

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
The emotionally powerful story uses an effective mix of music and dialogues to tell an absorbing story of a soldier's
surprise return on Eid to be close to his loved ones and the role that Tapal Danedar plays in making the moment a
poignant and memorable one. Har lamha ki chai

Mezban Tea New TV Commercial Pakistan.mp4

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CODING CATEGORIES

PRESENT

ABSENT

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

11

12

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
In this ad the representation of Sindhi culture the family gathering with serving of tapal mezhan

Chenak Tea Advertisement.mp4

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CODING CATEGORIES

PRESENT

ABSENT

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

Shop

Leisure
Home
11

Central Figure

Male
Female
12

Voice Over

Male
Female

INTERPRET:
Focusing on middle class labor and job oriented people chai called as the mehnat walo ki chai mezhan tea

Tapal Danedar _Har Lamhey ki Chah_ -Nadeem & Samina Ahmad Commercial Film.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

11

12

PRESENT

Shop
Leisure
Home

Male
Female

Male
Female

ABSENT

Central Figure

Voice Over

INTERPRET:
Film star Nadeem that centers on the re-kindling of romance. The current message essentially communicates the
underlying fact that one does not need a Valentine Day to celebrate the spirit of love and romance and with Tapal
Danedar every day is celebrated with emotions.

Tapal Danedar _Har Mizaaj Sey Aashna_ TVC 80 seconds.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
Har Lamhay Ke Chah" is reinforced and carried forward by making the claim Tapal Danedar "Har Mizaaj Sey
Aashna." The story revolves around four friends at a committee gathering whose selfish behavior is transformed by
Tapal Danedar into a selfless act of kindness to help one of their needy friends.

Tapal Danedar Mother's Day TV Commercial (2012).mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

11

12

PRESENT

Shop
Leisure
Home

Male
Female

Male
Female

ABSENT

Central Figure

Voice Over

INTERPRET:
The story depict that a mother is waiting for his son late night with anger he came and mother starting emotional
dialogs and the ad end with son serving tea to his mother to change her mood.

Tapal Danedar TVC 2013 - YouTube.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

11

12

PRESENT

Shop
Leisure
Home

Male
Female

Male
Female

ABSENT

Central Figure

Voice Over

INTERPRET:
In this ad emotions are depicted by a girl whos father die and the is remembering him with old photos and her dada
cheer her up by offer he tapal tea

Tapal Danedar TVC 2013 Ab dil ki suno Irfan khan.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location
Shop
Leisure
Home

11

Central Figure

ABSENT

Male
Female
12

PRESENT

Voice Over

Male
Female
INTERPRET:
Ab dil ki sauno campaign start with the background dialog in voice of man represents all the cultures and
traditions in beautiful way.

Tapal Danedar TVC 2014 New Packaging.mp4

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CODING CATEGORIES

Health Benefits

PRESENT

ABSENT

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

Shop
Leisure
Home
11

12

Central Figure
Male
Female

Male
Female

Voice Over

INTERPRET:
The ad explain some health benefits and the ingredients a new package campaign in a voice over message

TAPAL DANEDAR.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

Central Figure
Male
Female

12

ABSENT

Shop
Leisure
Home
11

PRESENT

Voice Over

Male
Female
INTERPRET:
In this ad they are positioning different living style and standards people every one is having tapal tea.

Tapal Danedar's new AD (Har Mizaa) with Abid Ali - Pakistani TV Commercials.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

Central Figure
Male
Female

12

ABSENT

Shop
Leisure
Home

11

PRESENT

Voice Over

Male
Female
INTERPRET:
"Har Lamhay Ke Chah" is reinforced and carried forward by making the claim Tapal Danedar "Har Mizaaj Sey
Aashna." The comical brand story revolves around an elderly couple whose romance is rekindled over a cup of Tapal
Danedar while on the balcony of their apartment.

Tapal Danedar's new TVC _Har Mizaaj Sey Aashna_ 3rd film of the series- Father daughter.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

Central Figure

Male
Female
12

ABSENT

Shop
Leisure
Home

11

PRESENT

Voice Over

Male
Female
INTERPRET:
This ad campaign is about the father and daughter relationship how daughter convince he father by a cup of tea
emotional talk

Tapal Family Mixture New Ad 2015 -Mukammal Chai, Mukammal Ghar..3gp

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
The ad represents a whole cultural event where everyone having different moods a emotions, a girl just goes to make
tea for everyone after taking tea changes the environment and moods

Tapal Family Mixture Qabool Hai Campaign 2012.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

Central Figure
Male
Female

12

ABSENT

Shop
Leisure
Home
11

PRESENT

Voice Over
Male
Female

INTERPRET:
This campaign is a melodic and highly captivating story that celebrates important facets of womanhood as
experienced by the central Family Mixture Protagonist as she evolves from a carefree daughter and high achieving
student to a responsible and caring wife and daughter in law. The film is an attempt to build on the legacy of Family
Mixture as a brand for different generations while also reintroducing the brand as a vibrant and elegant choice for the
younger generation as well.

Tapal Mezban New TVC 2014 Mariyam Khalif.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
The tea category consists of leaf and dust variants; leaf tea is more suited to the tastes of the metropolitan population,
while dust is concentrated in interior Sindh primarily due to the karak punch it delivers in every cup, with 10 rupee
sashay

Tapal Ramadan TVC 2013 Adeel Hussain and Momal Sheikh.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

recall slogan

culture/festival

Music

Setting location

Central Figure
Male
Female

12

ABSENT

Shop
Leisure
Home

11

PRESENT

Voice Over

Male
Female
INTERPRET:
Ramzan bechat packs explains as that in ramzan the prices are become low

Tapal Tea commercial.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location
Shop
Leisure
Home

11

Central Figure

ABSENT

Male
Female
12

PRESENT

Voice Over

Male
Female
INTERPRET:
Voice over which explain all the cultures with different context, emotions with different generations.

TopPakAds Tapal TVC Chenak Thari.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

11

12

PRESENT

Shop
Leisure
Home

Male
Female

Male
Female

ABSENT

Central Figure

Voice Over

INTERPRET:
The brand has positioned itself as a means to celebrate the homecoming of the men after a long days search for
work. Despite the multitude of options available in the beverage industry, tea remains the drink of choice for
Pakistanis in both urban and rural areas

LIPTON:

Lipton Basant TVC.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

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Setting location

12

ABSENT

Shop
Leisure
Home
11

PRESENT

Central Figure

Male
Female

Male
Female

Voice Over

INTERPRET:
This ad campaign represents the culture and youth having fun and having fun and lipton tea representing as youth
preference tea.

Lipton Green Tea New TVC Featuring Anushka Sharma.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

12

ABSENT

Shop
Leisure
Home

11

PRESENT

Central Figure
Male
Female

Male
Female

Voice Over

INTERPRET:
Lipton green tea is for health conscious girl who want to remain fit and healthy and the campaign message is deliver
by endorsing the Indian film star.

Lipton Green Tea.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

12

ABSENT

Shop
Leisure
Home

11

PRESENT

Central Figure
Male
Female

Male
Female

Voice Over

INTERPRET:
Green tea this campaign also having for youth for health conscious girls

Lipton Jugni TVC Meesha and Arif.mpg.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
the ad start with two celebrities recherch for a song, they are unable to concentrate then the have tea which made
them refresh the meesha called her tea as a sip of inspiration

Lipton PTV Ad.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
The ad start with a girl serving tea to her family and everyone is singing the songLipton hye to hai lajawab.

lipton tea.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location
Shop
Leisure
Home

11

12

Central Figure

PRESENT

ABSENT

Male
Female

Male
Female

Voice Over

INTERPRET:
This advertisement campaign also targeting the youth singing song and celebrating with cup of Lipton tea

Lipton Yellow Label Tea PTV Ad.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
Targeting the womens. She is enjoying free time from work with a cup of Lipton tea

Standard Tea Company Pakistan.mp4

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CODING CATEGORIES

PRESENT

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

Shop
Leisure
Home

11

Central Figure

Male
Female

12

ABSENT

Voice Over

Male
Female

INTERPRET:
Targeting middle class people a tea with low affordable price

TETLEY:

Tetley Tea Ad for Pakistan.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

Central Figure
Male
Female

12

ABSENT

Shop
Leisure
Home
11

PRESENT

Voice Over

Male
Female
INTERPRET:
Representing a combine family system a cultural environment, the emotional anti talking to her girl about rishta they
server her Tetley strong tea to fresh her.

Tetley PAKISTAN TVC COMMERCIAL AD DOP ZAINHALEEM YouTube.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
Represents the womens decision making is preference to tetelay family mixture for her home

VITAL:

Vital Ramzan TVC.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

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Setting location

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Male
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12

ABSENT

Shop
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Home
11

PRESENT

Voice Over
Male
Female

INTERPRET:
In this campaign a women is checking all the grocery and talking about high price except the vital price in ramzan
became less

Vital tea Election campaign 35 seconds TVC..mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

ABSENT

Shop
Leisure
Home

11

PRESENT

Central Figure

Male
Female
12

Voice Over

Male
Female

INTERPRET:
Vital piyo zindagi jiyo is the tag line for there tv advertisements, in this they represent that whose people who
drink tea will always on the side of truth

Vital Tea Family Commercial by SOCH.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location
Shop
Leisure
Home

11

Central Figure
Male
Female

12

PRESENT

Voice Over

Male
Female
INTERPRET:
Represented in ad that the people drink this tea have a different soch

Vital tea new ad.mp4

ABSENT

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

ABSENT

Shop
Leisure
Home

11

PRESENT

Central Figure

Male
Female
12

Voice Over

Male
Female

INTERPRET:
In this ad vital represent as cheap economical brand we for every which is affordable for everyone

Vital Tea pouch pack TVC.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

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Setting location

Central Figure
Male
Female

12

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Shop
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11

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Voice Over

Male
Female

INTERPRET:
The unique packaging to vital tea and it is healthy tea

VITAL TEA... Advertising Commercial.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

Central Figure
Male
Female

12

ABSENT

Shop
Leisure
Home
11

PRESENT

Voice Over
Male
Female

INTERPRET:
A family having get-together and every one having vital tea, with a song on the background

BROOKE BOND:

Azfar Rehman and Mawra Hocane in Brooke Bond Supreme Ad.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

11

12

PRESENT

Shop
Leisure
Home

Male
Female

Male
Female

ABSENT

Central Figure

Voice Over

INTERPRET:
In this campaign two families are meeting after long time a young girl from the family go and make tea for
everyone, the cultural moral values are depict in this ad

Brooke Bond Supreme Ad.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Male
Female

Central Figure

Voice Over

INTERPRET:
It is healthy; their ingredients are for health conscious people which make lively, this ad on two celebrities describing
benefits of this tea

Brooke Bond Supreme Sania Saeed & Sajal Ali.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

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Setting location

Central Figure
Male
Female

12

ABSENT

Shop
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11

PRESENT

Voice Over
Male
Female

INTERPRET:
Brooke bond is for everyone a quality tea with good taste

Brooke Bond supreme.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location
Shop
Leisure
Home

11

ABSENT

Central Figure
Male
Female

12

PRESENT

Voice Over

Male
Female
INTERPRET:
A family is celebrating a function when there is some argument within the aunties the girl serves them tea and their
mood are changes again into celebrations

Supreme Tea Commercial by SOCH, http___www.soch_com.pk.mp4

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CODING CATEGORIES

Health Benefits

Ingredients

price

Presence of celebrities

Family interactions

Recall slogan

Culture/festival

Music

Setting location

11

12

PRESENT

ABSENT

Shop
Leisure
Home

Male
Female

Central Figure

Voice Over
Male
Female

INTERPRET:
Zubaida appa the cooking expert is describing tea ingredients and their benefits, having this tea daily make you fresh.

VITAL TEA:
COMPANY HISTORY:

COMPANY PROFILE:
Pakistan is truly a rare land, home to different civilizations and diverse cultures. It was here in the verdant plains of
Punjab one and a half decade ago, that a small movement began to bring the wholesome purity of nature back into
the home and heart. A movement that lives by the spirit of Pakistan. A movement that is Eastern products (Pvt)
Limited processing, packaging and marketing of Pakistan Tea specialties has not always been a Standardized affair.
At least not until the Haji Mohammad Yasin founded the Eastern products (Pvt) Limited. In 1991 with a small tea
factory that was to grow into a local giant on the bane of a single promise consistent quality. At the core of the
groups success is the sincerity and dedication of its team of highly qualified technical, financial and marketing
expert.
The Group caters to the premium segment of the market and so must maintain exacting Standards of quality. So
stringent are the quality specifications at every stage, that they have become a habit rather than being mere
procedure. The Groups plants have state-of art-technology and sophisticated Equipment.
CRITICAL ANALYSIS:
CRITICAL ANALYSIS OF THE BRAND ON THE BASIS OF IMC COMPONENTS, ELECTRONIC &
PRINT ADS.
Advertising
Advertising is a non personal communication paid medium through which companies convey their message to the
customers about their products and promote their product in the market. Advertising has long been viewed as a
method of mass promotion in that a single message can reach a large number of people. But, mass promotion
approach many exposed to an advertising message may not be within the marketers target market, and thus, may be
an inefficient use of promotional funds. Advertising strengths like the companys control over message content and
also company can define location and timing of the advertisement. Also use of different advertising mediums also
defines every type of viewers is watching companys advertisement like TV users are different from Radio listeners.
Advertisement can influence and persuade consumer to buy the advertised product.
In case of our product that is tea the significant target is mostly the womens the decision maker and the house hold
womens using different advertisement mediums for their promotion. Vital Tea uses TV ads, print ads in newspaper
and magazines, billboards etc to convey their message to their target audience. Vital has no difference in their TV
advertisement and their print and website ads. They convey the message vital piyo zindagi jiyo of the home and
love and affection in family relations e.g. in their ad a police that the police man is faithful he did not take riswat and
in the end the tag line came vital piyo soch badalo

Sales promotion:
Sales promotion can be described as a promotional method using special short-term benefits to persuade members of
a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those
responding generally in the form of lower cost of ownership for a purchased product e.g., lower purchase price,
These benefits in return support products sale. Sales promotion also generates excitement and encourages immediate
purchase. Sales promotion can be given to traders and also directly to the consumers. Trade promotions are the
benefits or offers that is given to distributors and retailers. Trade promotions help companies increase product

visibility, and increase the product purchase rate. But while there are multiple products on the market, retailers only
have limited space to display items on their shelves. In ad the economical pack with less pricing and targeting middle
class with all family members. And the tag line vital piyo zindagi jiyo

In case of vital they also offer trade promotions as well as customer promotions. In trade promotions firstly they give
a good and reasonable margin to their distributors of Rs 60 250 gram. If they achieve those targets the company

debits their accounts of some incentives. These targets are based on the volume of their sales of the product. These
promotions are carried out in normal routines but are mostly available in special months like Ramzan.

Personal Selling:
Personal selling is a method in which one party like the salesperson uses skills and techniques for building personal
relationships with another party which are involved in a purchase decision that results in both parties obtaining their
desired action. Because selling involves personal contact, this method often occurs through face-to-face meetings or
via a telephone conversation, though newer technologies allow contact to take place over the Internet including using
video conferencing or text messaging. One key advantage personal selling has over other methods is that it is a twoway form of communication. In selling situations the salesperson can adjust the message as they gain feedback from
customer. So if a customer does not understand the initial message e.g., doesnt fully understand how the product
works the salesperson can make adjustments to address questions or concerns. Many non-personal forms of
promotion, such as a radio advertisement, are inflexible, at least in the short-term, and cannot be easily adjusted to
address audience questions.
In case of vital they use personal selling is used but not for direct customers but for retailers. Some of the distributors
send their delivery boy to search for shops that dont have advantages and giving them good profit margins.

Online and Interactive:

It is a customized and direct communication that uses technology like websites, social media pages, blogs and many
other mediums to deliver the message and also encourage the audiences response. It is the most growing method
that is used now days as new technology advancements are taking place. So this method of promotion attracted many
of the marketers to focus more on online and interactive media of promotion as many of its mediums are free to use.
Also this method can deliver the message to a wide variety of audience and get response from them at the same time
Vital tea is using this medium for its promotional reasons. Vital developed a website through which they convey their
message about their product. but is not attractive and creative.
Product Placement and Branded entertainment:
Product placement is a form of advertising where a business will pay to have its product prominently displayed in a
TV show or any drama or film. Product placement is most prevalent today in movies or television shows. In this
method company will pay the TV show, Drama or any film to show and mention their product in their drama/film. It
is very effective because in this method exposure can be high and frequency also can be high.
Vital is not uses this method of promotion to promote their product.
Point Of Purchase:
Point of purchase and packaging is an in-store media like ads, shelf displays, ads on shopping carts in store TV and
product packaging etc. These items are generally located at the checkout area or other location where the purchase
decision is made. The customer is more attracted towards this type of promotion method because PoP materials are
generally near to the product which makes up the mind of the customer to buy that product. This also causes impulse
buying and can modify habitual purchasing behavior. PoP materials can also encourage retailers to stock that product
prominently, as the customers buying behavior is changed due to PoP material, so there will be more buying of the
product having POP.
Vital has no pop only that the tag line that zindagi jiyo. There is no POP material on small or medium retailers but a
little POP material is provided on Super markets

GAP ANALYSIS
By analyzing this advertisement campaign of vital tea following gaps are ideinfied
Advertisement dont creative innovation creativeness,

Not targeting every class or demographics , segments, their halo effect is it is for middle class people
No freshness in tea
No Creativeness tapal and lipton is doing missing
The ads have no differentiation and attractive, and like tag line very innovative but they did not did innovation in it