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MARKETING MIX of TEA

PRODUCT
The core o Tea Beverage The actual product There are at least six varieties of tea: white, yellow, green, oolong, black and puerh of which the most commonly found in the market are white, green, oolong and black. All teas are made from the same species of plant, though different varieties may be used, and the leaves are processed differently. Consumers can purchase tea in two forms. One is loose tea and the other is packed tea.

Marketing considerations Product life cycle: Tea is a product at its maturity level so they are finding new multiple segments to differentiate themselves.

PRICE
The pricing strategy that they are following is cost oriented, as the price that Tapal is charging, is comparatively low then its main competitor Yellow label tea. The price going for some products are 200 grams Tapal Danedar Hard Pack 80rs. 400 grams Tapal Danedar Family Pack 155rs. So its price we can say that varies according to cost and even in high quality.

CHANNELS OF DISTRIBUTION Manufacturer ------ Distributor--------- Retailer -------- Consumer

The channel of distributions according to this brand is simply as shown by the diagram as manufacturer to distributors who vary according to geographical dispersion and then to retailer to final consumer.. From these warehouses the product moves to the distributor. And from these distributors the product move to the next, which is retailer and then to the consumer.

PROMOTION Objectives
To make the brand remind the consumer as much it could be. Tea manufacturers are using both BTL and ATL for the purpose of promotion. Through BTL producers are focusing on display racks, sign boards etc. mainly placed to different retailers for heavy promotion. The specific term used by tea is the MODERN TRADE so that they have an eye contact of the product with the customer. In this they are using shelves to display their product in big stores like ALFATAH, HKB, and JALAL SONS. Through ATL the main focus is on broadcast and print media promotion by placing ads on T.V and placing newspapers ads as well.

Q.2
Segmentation: The three tea brands which we choose for this assignment are Lipton Yellow label, Tapal Denedar and Tetley. Segmentation basis of these brands in Pakistan were almost same. The class and geographical location we can say is almost same for both the brands. So, for better understanding we generalize it in a proper table form. Segmentation Base Segmentation Variables GEOGRAPHIC SEGMENTATION World region Country Cities Density of area Climate DEMOGRAPHIC SEGMENTATION Age Sex Marital status Income Occupation Family size PSYCHOGRAPHIC Life style SOCIOCULTURAL SEGMENTATION Nationality Social class Actualizes, Fulfilled, Believers, Achievers 18-60+ Male, Female Married, Unmarried Rs. 15,000+ From middle class to upper class 1-2, 3-4, 5+ Asia Pakistan All major cities Urban-rural Hot and Dry Selected

Pakistani Middle and upper class

Family life cycle Religion Sub-cultures (Race/ethnic) USE-RELATED SEGMENTATION Usage rate Awareness status Brand loyalty USE-SITUATION SEGMENTATION Occasions Objective Location Person BENEFITS SEGMENTATION

Bachelors, young married, full nesters, empty nesters Major religion of Pakistan. Islam, Christianity and Hinduism and small percentage of others Asian

Daily Aware, interested Strong

Regular and parties To feel fresh and healthy. Home, office Self, family members, friends

Economy, value-for-the-money

Positioning
The Pakistans tea makers can be classified into the blended and packed segment of the market and the loose tea segment. Blending. Packing and distribution is dominated by inilever, the worlds largest corporation in the tea industry, and Tapal ltd.

Positioning of Tapal:
Tapal tea is a very competitive local firm with a 41% share of the domestic branded tea market. Tapal tea is available in all big and small tea stores and shops of Pakistan. Tapal Danedar is basically the one to one competitor against Lipton Yellow label. The class and geographical location we can say is almost same for both the brands.

Positioning of Lipton:
Being a product of worlds greatest consumer goods company Unilever and also leader in home and personal care markets. This brands meet peoples expectation like nutrition, hygiene with taste. Also, with high market share in Pakistan market i.e; 43% of the whole

market they are improving quality and also offers different taste to capture other market as well.

Positioning of Tetley:
Being a new tea brand in Pakistan market as compared to Lipton and Tapal along with an International reputation they are continuously capturing 4% of the market in Pakistan. Because of strong great taste and quality they are focusing to the real energetic tea lovers.

Targeting
Targeting of Tepal Denedar: The target of Tapal is the urban areas of the country and along with the use in offices and business as well. Tapal has always targeted as its potential consumers. With the view that the younger generation will be Tapals future customers, Tapal is actively supporting the fast developing music industry in Pakistan. It has sponsored the leading singers in Pakistan and actively participates in music concerts. Targeting of Lipton: In Pakistan they focus more on urban areas (offices, hotels, restaurants, caf, and banks) where people prefer light tea. Targeting of Tetley: They are targeting individuals, families of both rural and urban areas. Especially those who like strong natural taste with international quality. Differentiation: Tapal differentiate their tea on the basis of best quality and taste from the local brand with international standard. References: www.tapaltea.com http://www.amcy5.com/projects/marketing/amcy9.htm http://www.docstoc.com/docs/10491099/Tapal-Tea---Marketing-ManagementPresentation/