MARKETING RESEARCH PROJECT

ON
FAILURE PRODUCT
TAPAL ICE TEA

Submitted to:
SIR. JAVAID ZAFER CH.
Submitted by:

SHAHID MEHMOOD
EMBA
Session 2010
AUG 09, 2010

PRESTON UNIVERSITY
ISLAMABAD
Tapal Ice Tea Sachet 25 Gms With
Peach and Lemon & Lime Flavors
Tapal Ice Tea Can 320 ML With
Peach and Lemon & Lime Flavors
Tapal’s Philosophy is:

   To act locally, but think globally

 INTRODUCTION OF PRODUCT

Brand name is “ Tapal Ice Tea” which is produced by

Tapal Tea (Private) limited.
Plot 40, sec5tor 15, Industrial Area
Karachi 74900
Pakistan.
TARGET MARKET

The target market of “Ice Tea” includes all segments of the society.
Demographically the target market is very variable.
From the income point of view our target market is as follow

1 ) Upper Class

2) Middle Class

3) Lower Class

Company set the prices of ““Ice Tea” according to the

income level of above-mentioned three classes. So the
product is found in different sizes and different prices.
COMPANY’S OBJECTIVES

For launching this product Tapal Tea has some

objectives and company shall launch product on the
basis of following objectives.

a) Goodwill of Company

b) Good Quality

c) Customer’s Satisfaction
MAIN COMPETITORS

Ice tea is present in very competitive environment.

There are three types of competitors, which are as
follows:

i) Branch Competitors in liquid

a) Pepsi
b) Coca Cola
c) Others
ii) Brand Competitors in Sachet
a) Tang
General Competition other etc
MARKETING MIX

1. Product
The ice tea product is with it’s taste having International health
standard. It is found in different flavor as well as

Packing Size

25 gms Sachet
320 ml can
Features:

Good and Attractive Taste

Easily Available in the Market
2. Price

The prices of Ice Tea vary according to the size of

packing which are given as:

S. No. Packing Weight Retail Price

i) Sachet 25 gms 6.00

ii) Can 320 ml 30.00

3. Position Regarding Price and Quality

Regarding quality our position shall be strong because of

a) Good Quality

b) Easy Availability

Tapal Tea is trying completely fulfill the want of

the consumer with improving taste and quality in his
product.
4. Distribution
The distribution channels are light and heavy vehicles. The
company distribution channel includes:
i) Agents
ii) Retailers
iii) Whole-sellers
i) Agents:
Company has its agents for the “Tapal Ice Tea” and for other products
in everywhere.
They sold the company’s product for the sake of their commission.
ii) Retailers:
Shopkeepers are called retailers. They bought the company product
from agent/whole sellers and sell them.
iii) Whole-sellers
The distributors of the company are called whole-seller. Company has its
distributors in every city. They bought the “Ice Tea” in bulk quantity from
the company and sell to the retailers, and retailers to the company.
5. Promotion

It includes the following elements

i) Advertising

ii) Personal Selling

iii) Sales Promotion

iv) Public Relation

 COMPANY IS USING FOLLOWING
ADVERTISING ELEMENTS
* Print Media
Companies are advertising by magazines, newspapers, banners for the
sake of Sale
* Electronic Media
The electronic media as well as others. It is playing ads on T.V,
Radio etc.
* Posters
Advertising through posters, sign boards among the roads which is a
good way of advertising a product.
* Banners
The companies are also using the banners as its sales promotional
activity.
* Sign Boards
The companies are also using the sign boards to promote the sales. It
is the best method to introduce the people with the product and people
are given more response to sign boards.
Competitors Advertisement

The competitors of the “Ice Tea” are also using the

some tricks to increase their sale.
Initially, the company relied heavily upon print media
but this trend is changing now because of the in
customer’s life style. Right now, company is doing
intensive advertising through networks. In their
advertisement they hire the services of renowned
celebrities,
As for as the Ice Tea is concened marketing
dapartment could not pay proper attention towards
the permotion of Ice tea, company could not use any of
the above advertisig elements to creat the hype which
is needed to make the Ice Tea succesfull in pakistan .
STATEMENT OF THE PROBLEM

“Ice Tea” is the product launched by Tapal Tea (Pvt.)

Ltd. It has not good image in the mind of the customers
due to its taste. its prices are high as compared to other
brands of drink available in Pakistan. So the sale of “Ice
Tea” has reduced. In our research we would try to find
out the different ways through which its sale could be
enhanced and growth can be achieved.

Hypothesis

Following would be hypothesis of our research.

1) Sales of Ice Tea have reduced because of high prices
2) Sales of Ice Tea have reduced because of its Taste.
Objectives and Importance of Study

1. This research would serve as a guide to the new

researchers conducting research on soft drinks
(Coke, Pepsi etc).

2. The research would be useful to Tapal Tae (Pvt.)

Ltd.

3. This research would also help to Tapal Tae (Pvt.)

Ltd.., to bring certain changes in its product and
services.
Limitations

1. This research does not complete the all aspects

because of small samples, limited time and
expenditures.

2. Respondents were the users of “Carbonated

drinks”.
Sampling Design

A sample is a subset of population. The

population in the entire collection from which
a sample is chosen.
It is a more advantageous to conduct
research on the basis of a population because
it saves time and money.
We adopted the techniques of convenient
sampling.We tried to choose a representative
sample. The geographical limits of our
population were Jhelum.
Sample Size
A very small sample gives non-representative results and
very large sample requires a lot of time and money. So the
sample size of our research was “55” which is very suitable.

Reason for Sampling

1. The consumers are spread in all over Pakistan. So it was
not possible for us to reach all of them.
2. We had a limited fund to conduct the research therefore
to collect information from whole population is very
expensive. So we selected the sampling.
 Research Instrument
Following research instruments were used during the research.
1. Interview
The interviews of Regional Manager and Zonal Manager of
Tapal Tea (Pvt.) Ltd were conducted in order to get the accurate
information relating to “Ice Teal”. These interviews were very
successful in collecting the information related to research
study. It is a main source on which basic, the action I being
taken in order to solve the actual problem.
2. Primary Sources
The source of the primary data were used in our research were
the users of the Soft drink.
3. Secondary Source
Since the “Tapal Tea (Pvt.) Ltd” is a well established and good
reputed company, but they gave simply some printed material,
which could be used while conducting research study.
 Questionnaire Construction
The instrument that we used for collecting information was the
“QUESTIONNAIRE”.
A questionnaire is a formulized schedule for collecting data
from respondents. The function of questionnaire is
measurement.
We look a great care to design a questionnaire, so that
questions would measure what they were supposed to measure.
There are three types of the questions we used in our
questionnaire.
a) Open-ended questions
b) Multiple Choice questions
c) Dichotomous Questions
1. Areas Where Research Was Conducted
The following areas of Jhelum covered in the
survey.
Area Respondents Percentage
1) Households 35 63.64%
2) Market 20 34.36%
Total 55 100%

We have conducted the research in above areas.

We found better response in Households. It is due
to the personal involvement of the housewives in
the preparation and selection of Soft drinks Or
drinks.
2. People Reference towards Particular Brand

Response Respondent Percentage

Yes 12 21.82%
No 43 78.18%
Total 55 100%
3. Which Brand is preferred by People

Brand Name Responses Percentage

Pepsi 22 40.0%
Coca cola 19 34.55%
Ice Tea 06 10.9%
Others 08 14.55
Total 55 100%
The above response shows that mostly people
preferred the brand “Pepsi and Coke”. This is due
to the availability of the product and company
image as indicated by the responses to Question
No.3.
4. Have the Respondent Ever Use Ice Tea

Response Respondent Percentage

Yes 32 58.18%

No 23 41.82%

Total 55 100%

The above response shows that majority of the

people have ever tried the “Ice Tea.
5. Wish to Use “Ice Tea” Again

Response Respondent Percentage

Yes 11 34.37%
No 21 65.63%
Total 32 100%

The above response shows that although

majority of the people have ever tried the “Ice
Tea” But they don’t want to use it again.
6. How did you Got Aware of “Ice Tea”

Response Respondent Percentage

Television 19 59.37%
Newspaper 0 0%
Billboards 0 0%
Others source 13 40.63%
Total 32 100%

The above response shows that majority of the

people have got aware of “Ice Tea” from other
source and from Television.
7. Where the Product Quality is Graded by the People

Response Respondent Percentage

Excellent 4 12.50%
Good 7 21.87%
Satisfactory 9 28.13%
Not Satisfied 12 37.50%
Total 32 100%

As indicated by the response to above question. The

quality of the product is considered not Satisfied by
majority of people.
8. How did People Rate the Brand from 1-3

Response Respondent Percentage

Pepsi 26 47.27%
Coca cola 21 38.18%
Others 08 14.55
Total 55 100%

The above response shows that majority of

people rate the Pepsi and coke as No. 1 brand.
9. Availability of Product According to Respondents

Response Respondent Percentage

Yes 16 29.10%
No 39 70.90%
Total 55 100%

According to respondents the product is not

easily available
10.Which Flavored of Ice Tea is preferred by People

Response Respondent Percentage

Peach 21 65.63%
Lemon &lime 11 34.37%
Total 32 100%

The above responses show that majority of the

people preferred Peach flavored.
11- Reason for Preference of Ice Tea

42% people did not respond to this

question.
While 58% responded to this question.
According to their responses 32% due to
reasonable price and 68% people preferred
due to its Flavored.
12.Suggestions for Improvement of “Ice Tea” by Respondents

Only 8% people did not response to this

question. While 22% suggested that the company
should improve the packaging of the product. And
remaining 31% suggested that company should
reduce the prices of the product. Remaining
responses suggested that improvement in other
areas like advertising, taste, and quality.
13. Age Effect on Response

Response Respondent Percentage

Under 19 13 23.63%
19 to 35 26 47.27%
36 & above 16 29.10%
Total 55 100%

These responses show that mostly Ice tea is

used by elder people as compared to teenagers.
14. Gender Difference on Response

Response Respondent Percentage

Male 21 38.18%
Female 34 61.82%
Total 55 100%

This response indicates that gender difference

on the selection and preference of soft drink
15. Marital Status Effect on Response

Response Respondent Percentage

Family 37 61.11%
Single 18 38.88%
Total 55 100%

This answer indicates that families are more

involved in the selection
FINDINGS / CONCLUSION

Our hypothesis was to check whether high price has

affected the sale of Ice Tea. After seeing the total response
of the questionnaire. It is concluded that the high-income
levels prefer Coca cola, Pepsi and Energy Drinks and low
income levels prefer to use Tang in Sachet consumer
market which is available in different sizes in market.
Tapal Tea Company should lunched heavy campaign for
consumer awareness used Print Media, Electronic Media,
Posters, Banners and Sign Boards to promote the sales of
“Ice Tea”. It is the best method to introduce the people with
the product and people are given more response.
Hence our hypothesis that the sale will be increased if the
prices are reduced is true.
RECOMMENDATIONS

1. Company should reduce the prices for the

improvement of sale in lower class people.
2. Company should launch the product with scheme
and consumer promotion.
3. Company should offer incentives to distributor
and sale staff.
4. Company should strengthen the distribution.
5. Company should do more personal selling as well
as advertising.
6. Company should hire the highly qualified
marketers for the sake of increment in sale.