Content Analysis of tea brands

7/23/2019 Content Analysis of tea brands

http://slidepdf.com/reader/full/content-analysis-of-tea-brands 1/49

Executive Summary

Pakistan, a country of tea lover and is one of the highest per capita consumers of tea in South Asia. Local

importers speculate that this is due to a limited choice of beverag

Pakistan is the third largest tea importer in the world after Russia and the U and consumes about !"" million kg

tea every year #of which about !$% million kg is imported&.'n average, each Pakistani consumes about a kilo of te

year, a total of appro(imately !"" million kg. for a population of around !"% million. )he annual tea import b

which this year may be more than US*+%% million ital )ea is a much known tea room in Pakistan. -astern Produ

#P)& Limited, managed by its owners, r. /a0i uhammad 1aseen. /e has ++ years of e(perience managing

successful business in not only Pakistan but also internationally. Although it is a successful company and generati

reasonable revenue but it is needed to come forward in front of other competitive brands like Lipton )ea, Suprem

)ea and )apal )ea to give them tough time. 2or this purpose 3 have conducted research to collect the data which w

help me to cope up these situations. 3 have taken one dependent variable #market share& and

three independent variables #taste, advertisement and distribution channel&. 'n the other hand research ob0ectiv

areto conduct the comparative study between ital )ea and other prominent Players in the market and analysis

customer satisfaction and to find out the reason behind customer buying behavior while purchasing tea brands. 2

the purpose of research data collection 3 have used 4uestionnaire and helped for generals to collect the accurate da

3 have also e(plained marketing mi( Product, price, placement and distribution. ital )ea has various categories

product packing si5e and 4uantity with different names in market. Price of the ital )ea product is less than that of

competitors. 6ut as placement and promotion mi( is concerned, this brand has weak distribution channel a

promotional activities relatively. )hey, actually, is still to reach their product on every re4uired spot of the country

well as internationally. 3 have also analy5ed this brand regarding S7') and P-S) analysis. ital )ea has a lot

opportunities if they improve their distribution channel and advertising issues. 3t has strong competitors in the mark

and it has some economical and may be political threats as well.



LITERATURE REVIEW:

Pakistan, a country of tea8lovers due to the 3slamic ban on alcohol, is one of the highest per capita consumers of tein South Asia. Local tea importers speculate that this is due to limited choice of beverages .Pakistan is the thirdlargest tea importer in the world after Russia and the U and consumes about 155 million kg of tea every year #ofwhich about !$% million kg is imported&.'n average, each Pakistani consumes about a kilo of tea a year, a total oappro(imately !"" million kg. for a population of around !"% million. )he annual tea import bill, which this yearmay be more than US*+%% million, highlights the importance of the country becoming self8sufficient in bothgrowing and manufacturing tea. So far, these efforts have failed, and Pakistan continues to rely heavily on importe

tea. 3n addition, consumers increasingly want better 4uality tea.)he tea marketing chain typically resembles one of two models. )he first one, used mainly by large trans8nationalcompanies, is vertically integrated, with one company managing all the steps, from cultivation on large estates#which is often highly mechani5ed& to processing of tea bags. )he second model can be considered more9traditional9. )he tea is grown in smaller gardens, which are often owned by a co8operative of producers, and is theusually marketed by national boards, as in 3ndia, enya and )an5ania. )he fair trade movement has had an impact the tea trade.)ea imports from enya make up about :" percent of the total import and 3ndia is in the second place. Smugglersbring in another ;% to <% million kg. 3mports are mainly from enya and other African countries, while the twomultinationals blenders import tea from Sri Lanka, 3ndonesia and 6angladesh. 3n addition, tea is smuggled into thecountry via the border areas of the =72P and 6alochistan. 3n ARA>/3 the government is annually losing Rs !"

million in revenue due to tea smuggling through Afghanistan, sources in the tea trade said. Pakistan has a !<% millikg tea market. Pakistan )ea Association chairman /amid Saeed told ?aily )imes that the business of tea importers was badly hurdue to smuggling of tea. 2or the last couple of years P)A had been complaining to the authorities by writing lettersand reminders to the >entral 6oard of Revenue #>6R& and Anti >orruption ?epartment. -very time it had been tolthat the authorities would consider this issue and inform P)A of the new government policies.)o curb the problem of smuggling, Pakistan )ea Association and ma0or tea blenders, Unilever, )apal and )etley, ardemanding that government should abolish all duties and ta(es levied on tea imports



ET!"#"L"$%:

A method involves a process or techni4ue in which various stages or steps of collecting data are e(plained and t

analytical techni4ues are defined.

)his research is an elaborate study to enable us to understand the whole scenario of )ea in the Pakistani mark

>ollected data and information were tabulated, processed and analy5ed critically in order to make more informati

fruitful and purposeful.

3n preparing this report 3 have used data and information of the following category@

Primary data

Secondary data

)he primary data had been collected by direct interview, informal discussions.ost of the data have been collect

from secondary sources. )he secondary information is collected from various books, research papers, a

documents, articles related with the )ea Plantation, etc.



&"'TE'T A'AL%SIS:

3n Pakistan, tea is counted as a staple item for common man and it is an integral part of our culturefestival andheritage. 7hether itBs the light green tea, the lemon tea, the delicacy of herbal tea, or the most commonfavorite (oo()*atti, we all love tea and consume a substantial 4uantity every day. )ea culturefestival is defined bythe way tea is made and consumedC and by the aesthetics surrounding tea drinking. 3n Pakistan, tea is usuallyconsumed at breakfast, during lunch breaks at the workplace, and in the evening at home, which is usually consumwith biscuits or cake. Duests are also typically offered tea as a choice leisure than soft drinks.

arketing of a tea brand or a related product, in advertisements it is mostly portrayed as a product to survivea rishta ceremony, has the concept of a woman with a tea8traytea8trolley, serving and saying nothing, smiling atrandom intervals become a stereotype or trade mark for most of tea brands label. 2urthermore, it represents in mosadd a family unionC the tea which makes you happyC everyone in generation love to drink tea, youth with healthconscious womenBs drinking green tea, or lemon tea

• 7omen are the main target audience for all tea brands as they are considered the decision makers for

consumable household products.

• )apal is a remarkably successful tea brand and has previously done some reasonably good commercials.

Latest )apal 2amily i(ture commercial takes the tea trolley generation culturefestival also.

• Advertisement also represents offers and different premium price campaigns, or in any cultural events less

prices on different packs.

• -ndorsement of celebrities to attract people to buy the brand.

• )he music and songs of different happy mood refresh the mood and you feel thatBs the band which 3 want.

• Refreshing that made you day rela( and energetic

• /ealthy ingredients

W)at kin( of a me++age (oe+ t)at *ut acro++,

)heir audiences are mostly of middle to upper class, they also represent different Pakistani culturefestivals womenSome brands also targeting lower class with their different sub brand names like #kamar chai, tapal me5ban, A!karak chai etc& they target low level hard working people.

2or Lipton it probably even has a stronger brand recall slogan because of the strategically used brand color, which)apal has also used in their Ta*al -amily ixture and E Lal hai tou Tapal hai B campaign. 6ut in the end, theyBreboth trying to sell their products to women, because there is a culturefestival in Pakistan that kitchen is holed bywomenBs, and decisions are also made by womenBs about what 2>D brand to select.

• ?rinking tea has a lot of health benefits which LiptonBs .Si* of In+*iration/ campaign intelligently propose

Unfortunately, all their commercials are international cam*aign+ that are locally adapted, but it is still worthwatching a tea commercial that does not revolve around typical women or rishta ceremonies that made themdifferent from leisure brands. )here campaign visually shows how tea sharpens the mind, the local adaptationfocuses on Lipton comprising ingredients that help refresh you. )his strategy also adopted by leisure brands toconvey the message by different means like through different celebritiesB endorsement that itBs healthy life style.

W)at im*act a(verti+ement+ )ave on a +ocietyF

http://www.youtube.com/watch?v=-nJyFpZm1q8&feature=related

http://www.youtube.com/watch?v=BmeL0tippmA

http://www.youtube.com/watch?v=nn70Qqhj3CY


http://dawn.com/2012/07/14/advertising-analysis-omore/

http://www.youtube.com/watch?v=BmeL0tippmA


http://dawn.com/2012/07/14/advertising-analysis-omore/

http://www.youtube.com/watch?v=-nJyFpZm1q8&feature=related



3n my observation, while many women may even buy the product, and the brand managers and creative agencieswill think theyBve done their 0ob, but if you want that they will buy only your brand you have to make them impresevery time through different new campaigns and bachat packs.

TA0AL:

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

Sr 2 &"#I'$ &ATE$"RIES 0RESE'T A3SE'T

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)he emotionally powerful story uses an effective mi( of music and dialogues to tell an absorbing story of a soldier

surprise return on -id to be close to his loved ones and the role that )apal ?anedar plays in making the moment a

poignant and memorable one. H/ar lamha ki chaiI

Mezban Tea New T Commercial !a"i#tan.mp4




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3n this ad the representation of Sindhi culture the family gathering with serving of tapal me5han

C$ena" Tea %d&erti#ement.mp4


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2ocusing on middle class labor and 0ob oriented people chai called as the mehnat walo ki chai me5han tea



Tapal Danedar 'ar am$e* "i C$a$' -Nadeem + ,amina %$mad Commercial Film.mp4


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2ilm star =adeem that centers on the re8kindling of romance. )he current message essentially communicates theunderlying fact that one does not need a alentine ?ay to celebrate the spirit of love and romance and with )apal?anedar every day is celebrated with emotions.



Tapal Danedar 'ar Mizaa ,e* %a#$na' TC / #econd#.mp4


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/ar Lamhay e >hah9 is reinforced and carried forward by making the claim )apal ?anedar 9/ar i5aa0 Sey

Aashna.9 )he story revolves around four friends at a committee gathering whose selfish behavior is transformed by

)apal ?anedar into a selfless act of kindness to help one of their needy friends.



Tapal Danedar Mot$er0# Da* T Commercial (1/21).mp4


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)he 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 TC 1/23 - ouTube.mp4


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3n this ad emotions are depicted by a girl whoBs father die and the is remembering him with old photos and her dad

cheer her up by offer he tapal tea



Tapal Danedar TC 1/23 %b dil "i #uno 5r6an "$an.mp4


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HAb dil ki saunoI campaign start with the background dialog in voice of man represents all the cultures and

traditions in beautiful way.

Tapal Danedar TC 1/24 New !ac"aging.mp4


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)he ad e(plain some health benefits and the ingredients a new package campaign in a voice over message



T%!% D%NED%7.mp4


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3n this ad they are positioning different living style and standards people every one is having tapal tea.



Tapal Danedar0# new %D (ar Mizaa) wit$ %bid %li - !a"i#tani T Commercial#.mp4


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9/ar Lamhay e >hah9 is reinforced and carried forward by making the claim )apal ?anedar 9/ar i5aa0 Sey

Aashna.9 )he comical brand story revolves around an elderly couple whose romance is rekindled over a cup of )ap

?anedar while on the balcony of their apartment.



Tapal Danedar0# new TC 'ar Mizaa ,e* %a#$na' 3rd 8lm o6 t$e #erie#- Fat$er daug$ter.mp4


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)his ad campaign is about the father and daughter relationship how daughter convince he father by a cup of tea

emotional talk



Tapal Famil* Mi9ture New %d 1/2: -Mu"ammal C$ai; Mu"ammal <$ar..3gp


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)he ad represents a whole cultural event where everyone having different moods a emotions, a girl 0ust goes to ma

tea for everyone after taking tea changes the environment and moods



Tapal Famil* Mi9ture =abool ai Campaign 1/21.mp4


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)his campaign is a melodic and highly captivating story that celebrates important facets of womanhood as

e(perienced by the central E2amily i(ture ProtagonistB as she evolves from a carefree daughter and high achievin

student to a responsible and caring wife and daughter in law. )he film is an attempt to build on the legacy of 2amil

i(ture as a brand for different generations while also reintroducing the brand as a vibrant and elegant choice for tyounger generation as well.



Tapal Mezban New TC 1/24 Mari*am >$ali6.mp4


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)he tea category consists of leaf and dust variantsC leaf tea is more suited to the tastes of the metropolitan populatio

while dust is concentrated in interior Sindh primarily due to the karak punch it delivers in every cup, with !% rupee

sashay



Tapal 7amadan TC 1/23 %deel u##ain and Momal ,$ei"$.mp4


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Ram5an bechat packs e(plains as that in ram5an the prices are become low



Tapal Tea commercial.mp4


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oice over which e(plain all the cultures with different conte(t, emotions with different generations.



Top!a"%d# Tapal TC C$ena" T$ari.mp4


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)he brand has positioned itself as a means to celebrate the homecoming of the men after a long dayBs search for

work. ?espite the multitude of options available in the beverage industry, tea remains the drink of choice for

Pakistanis in both urban and rural areas



LI0T"':

ipton ?a#ant TC.mp4


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)his ad campaign represents the culture and youth having fun and having fun and lipton tea representing as youth

preference tea.



ipton <reen Tea New TC Featuring %nu#$"a ,$arma.mp4


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Lipton green tea is for health conscious girl who want to remain fit and healthy and the campaign message is deliv

by endorsing the 3ndian film star.



ipton <reen Tea.mp4


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Dreen tea this campaign also having for youth for health conscious girls



ipton @ugni TC Mee#$a and %ri6.mpg.mp4


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the ad start with two celebrities recherchJ for a song, they are unable to concentrate then the have tea which made

them refresh the meesha called her tea as a Hsip of inspirationI



ipton !T %d.mp4


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)he ad start with a girl serving tea to her family and everyone is singing the songILipton hye to hai la0awabI.



lipton tea.mp4


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)his advertisement campaign also targeting the youth singing song and celebrating with cup of Lipton tea



ipton ellow abel Tea !T %d.mp4


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)argeting the womenBs. She is en0oying free time from work with a cup of Lipton tea



,tandard Tea Compan* !a"i#tan.mp4


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)argeting middle class people a tea with low affordable price



TETLE%:

Tetle* Tea %d 6or !a"i#tan.mp4


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Representing a combine family system a cultural environment, the emotional anti talking to her girl about rishta th

server her )etley strong tea to fresh her.



Tetle* !%>5,T%N TC COMME7C5% %D DO! A%5N%EEM ouTube.mp4


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Represents the womenBs decision making is preference to tetelay family mi(ture for her home



VITAL:

ital 7amzan TC.mp4


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3n this campaign a women is checking all the grocery and talking about high price e(cept the vital price in ram5an

became less



ital tea Election campaign 3: #econd# TC..mp4


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Hital piyo 5indagi 0iyoI 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



ital Tea Famil* Commercial b* ,OC.mp4


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Represented in ad that the people drink this tea have a different HsochI

ital tea new ad.mp4




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3n this ad vital represent as cheap economical brand we for every which is affordable for everyone



ital Tea pouc$ pac" TC.mp4


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)he uni4ue packaging to vital tea and it is healthy tea



5T% TE%... %d&erti#ing Commercial.mp4


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A family having get8together and every one having vital tea, with a song on the background



3R""=E 3"'#:

%z6ar 7e$man and Mawra ocane in ?roo"e ?ond ,upreme %d.mp4


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3n 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



?roo"e ?ond ,upreme %d.mp4


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3t is healthyC their ingredients are for health conscious people which make lively, this ad on two celebrities describi

benefits of this tea



?roo"e ?ond ,upreme ,ania ,aeed + ,aal %li.mp4


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6rooke bond is for everyone a 4uality tea with good taste



?roo"e ?ond #upreme.mp4


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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



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Kubaida appa the cooking e(pert is describing tea ingredients and their benefits, having this tea daily make you fre



3)AL )-A@

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Pakistan is truly a rare land, home to different civili5ations and diverse cultures. 3t was here in the verdant plainsPun0ab one and a half decade ago, that a small movement began to bring the wholesome purity of nature back in

the home and heart. A movement that lives by the spirit of Pakistan. A movement that is Ea+tern *ro(uct+ >0

Limite( processing, packaging and marketing of Pakistan )ea specialties has not always been a Standardi5ed affa

At least not until the /a0i ohammad 1asin founded the Ea+tern *ro(uct+ >0vt? Limite( 3n !! with a small

factory that was to grow into a local giant on the bane of a single promise consistent 4uality. At the core of t

groupBs success is the sincerity and dedication of its team of highly 4ualified technical, financial and marketi

e(pert.

)he Droup caters to the premium segment of the market and so must maintain e(acting Standards of 4uality.

stringent are the 4uality specifications at every stage, that they have become a habit rather than being me

procedure. )he DroupBs plants have state8of art8technology and sophisticated -4uipment.

>R3)3>AL A=AL1S3S@

&RITI&AL A'AL%SIS "- T!E 3RA'# "' T!E 3ASIS "- I& &"0"'E'TS@ ELE&TR"'I&

0RI'T A#S

A(verti+ing

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. 6ut, mass promotion

approach many e(posed to an advertising message may not be within the marketerBs target market, and thus, may b

an inefficient use of promotional funds. Advertising strengths like the companyBs 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 companyBs advertisement like ) users are different from Radio listener

Advertisement can influence and persuade consumer to buy the advertised product.

3n case of our product that is HteaI the significant target is mostly the womenBs the decision maker and the house ho

womenBs using different advertisement mediums for their promotion. ital )ea uses ) ads, print ads in newspaper

and maga5ines, billboards etc to convey their message to their target audience. ital has no difference in their )

advertisement and their print and website ads. )hey convey the message Hvital piyo 5indagi 0iyoI 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 an

in the end the tag line came Hvital piyo soch badaloI



Sale+ *romotion:

Sales promotion can be described as a promotional method using special short8term benefits to persuade members

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,

)hese benefits in return support productBs sale. Sales promotion also generates e(citement and encourages immedi

purchase. Sales promotion can be given to traders and also directly to the consumers. )rade promotions are the

benefits or offers that is given to distributors and retailers. )rade promotions help companies increase product



visibility, and increase the product purchase rate. 6ut while there are multiple products on the market, retailers only

have limited space to display items on their shelves. 3n ad the economical pack with less pricing and targeting midd

class with all family members. And the tag line Hvital piyo 5indagi 0iyoI

3n case of vital they also offer trade promotions as well as customer promotions. 3n trade promotions firstly they gi

a good and reasonable margin to their distributors of Rs ;% +"% gram. 3f they achieve those targets the company



debits their accounts of some incentives. )hese targets are based on the volume of their sales of the product. )hese

promotions are carried out in normal routines but are mostly available in special months like Ram5an.

0er+onal Selling:

Personal selling is a method in which one party like the salesperson uses skills and techni4ues for building persona

relationships with another party which are involved in a purchase decision that results in both parties obtaining the

desired action. 6ecause selling involves personal contact, this method often occurs through face8to8face meetings o

via a telephone conversation, though newer technologies allow contact to take place over the 3nternet including usi

video conferencing or te(t messaging. 'ne key advantage personal selling has over other methods is that it is a two

way form of communication. 3n selling situations the salesperson can ad0ust the message as they gain feedback fro

customer. So if a customer does not understand the initial message e.g., doesnBt fully understand how the product

works the salesperson can make ad0ustments to address 4uestions or concerns. any non8personal forms of

promotion, such as a radio advertisement, are infle(ible, at least in the short8term, and cannot be easily ad0usted to

address audience 4uestions.

3n case of vital they use personal selling is used but not for direct customers but for retailers. Some of the distributo

send their delivery boy to search for shops that donBt have advantages and giving them good profit margins.



"nline an( Interactive:

3t is a customi5ed and direct communication that uses technology like websites, social media pages, blogs and man

other mediums to deliver the message and also encourage the audienceBs response. 3t is the most growing method

that is used now days as new technology advancements are taking place. So this method of promotion attracted ma

of the marketers to focus more on online and interactive media of promotion as many of its mediums are free to us

Also this method can deliver the message to a wide variety of audience and get response from them at the same tim

ital tea is using this medium for its promotional reasons. ital developed a website through which they convey th

message about their product. but is not attractive and creative.

0ro(uct 0lacement an( 3ran(e( entertainment:

Product placement is a form of advertising where a business will pay to have its product prominently displayed in

) show or any drama or film. Product placement is most prevalent today in movies or television shows. 3n this

method company will pay the ) show, ?rama or any film to show and mention their product in their dramafilm.

is very effective because in this method e(posure can be high and fre4uency also can be high.

ital is not uses this method of promotion to promote their product.

0oint "f 0urc)a+e:

Point of purchase and packaging is an in8store media like ads, shelf displays, ads on shopping carts in store ) and

product packaging etc. )hese items are generally located at the checkout area or other location where the purchase

decision is made. )he 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. )his also causes impul

buying and can modify habitual purchasing behavior. PoP materials can also encourage retailers to stock that produ

prominently, as the customers buying behavior is changed due to PoP material, so there will be more buying of the

product having P'P.

ital has no pop only that the tag line that 5indagi 0iyo. )here is no P'P material on small or medium retailers but

little P'P material is provided on Super markets

DAP A=AL1S3S

6y analy5ing this advertisement campaign of vital tea following gaps are ideinfied

Advertisement donBt creative innovation creativeness,



=ot targeting every class or demographics , segments, their halo effect is it is for middle class people

=o freshness in tea

=o >reativeness tapal and lipton is doing missing

)he ads have no differentiation and attractive, and like tag line very innovative but they did not did innovation in it

Content Analysis of tea brands

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