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