RELAUNCH OF TAPAL ICE TEA

By

S #.

Name

Reg #.

Kehkashan siddiqui

22436

Osaed Zafar

21966

Syed Daniyaal raza

A Project Report
Submitted in partial fulfillment of the requirements
For the Course of Marketing Management Report to
Mr. Waqas Rana
At the Iqra University, Main Campus
Karachi, Pakistan.
JULY 23, 2015

Acknowledgement

It gives us immense pleasure in presenting this report on RELAUNCH OF TAPAL ICE

TEA. The success of this project is a result of hard work, and determination put in by all the
group members. We hereby take this opportunity to add a special note of thanks for Mr.Waqa
Rana, who undertook to act as my mentor despite his many other professional commitments. His
wisdom, knowledge, and commitment to the highest standards inspired and motivated us.
Without his insight, support, and energy, this project wouldnt have kick-started and neither
would have reached fruitfulness.

CONTENTS

Topics
Page #
Executive Summary
Company Description
Mission/Vision
Reason for Failure
Core Competency and Sustainable Competitive Advantage
Porters Generic strategies
SWOT Analysis
Competitor Analysis
Marketing and Product Objectives
Target Market
Point of difference
Positioning
Product Descriptions
Marketing Program

Product Strategy
Price Strategy
Promotion Strategy
Place (Distribution Strategy)

Implementation Plan
Evaluation and Control
3

Conclusion

1
2-3
4
5-6
7
8
8-9
10
11
11
11
12
12
13-14

15
16

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