marketing research
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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
10 universities
10 colleges
10 schools
Age group:-Universities (20 to 30)
colleges (17 to 20)
School (15 to 18)
FIELD WORK
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
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
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
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
Low people trying product
Taste differentiation between younger and older
Price
Taste
Availability
Focus on consumer attitude
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